Conference Program
Day 1: Monday 10 February 2025
Stay tuned for program updates
8:30-9:00 am | Registration
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9:00-9:15 am | Welcome and Opening Address
A/Prof Michal Carrington - Associate Dean for Research, Faculty of Business and Economics, University of Melbourne Professor Jill Lei - Head of Department Management and Marketing, University of Melbourne
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9:15-10:30 am | Plenary 1 - Opportunities and Challenges in Doing Interdisciplinary Research on Health Decisions
Health-related decisions, ranging from prevention and detection to treatment choices, are difficult to make, not only because of their potential impact but also because of their inherent complexity. This complexity calls for the critical need to assemble diverse expertise and perspectives from related fields such as consumer psychology, medicine, public health, and economics, presenting an opportunity for innovative interdisciplinary research that has potentially immense consumer relevance and societal impact. However, this opportunity also comes with many challenges, including the value proposition and positioning of such research, data collection and access, and ethical considerations. A panel of experts from multiple disciplines will discuss the opportunities and challenges, as well as possible solutions, for conducting research in health decisions and empowering consumers to make informed choices.
Chairs: - Professor Jill Lei – Head of Department of Management and Marketing, University of Melbourne - Professor Leonard Lee - Director of LRF Institute for the Public Understanding of Risk (IPUR), Professor of Marketing at NUS Business School, National University of Singapore
Speaker: Professor Stacy Wood – Langdon Distinguished University Professor of Marketing, Executive Director, Consumer Innovation Consortium, North Caroline State University
Discussant: Professor Sarath Ranganathan - Head of School, Melbourne Medical School, University of Melbourne
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10:30-10:45 am | Morning Tea & Networking
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10:45 am-12:00 pm | Plenary 2 - Ageing and Health Decisions
Today, approximately one in seven people worldwide are 60 years or older, a figure projected to increase dramatically in the coming decades (World Health Organization, 2024). Despite this significant demographic shift, current approaches in health promotion and decision-making often overlook the unique decision-making processes of older adults. Their health decisions are shaped not only by medical needs but also influenced by cognitive changes, physical limitations, and societal expectations. In this session, two leading experts in geriatric medicine will explore critical aspects of aging and health decisions. The first presentation will focus on dementia, a major health risk impacting older adults globally. The speaker will discuss the causes, signs, and consequences of dementia, and strategies for engaging older adults in making informed healthcare decisions and maintaining a healthy lifestyle. The second presentation will address the common physical problems of aging, such as falls and frailty, and how these changes affect older persons' health decision-making. The speaker will highlight how ageism and other societal and cultural factors may also impact the overall well-being of older adults. The session will conclude with an open discussion on how consumer psychologists, healthcare providers, and public health agencies can design health services/products and health communication strategies to better meet the needs of older patients and address the specific physical, emotional, and cognitive realities faced by older adults.
Chairs: - A/Prof Fangyuan Chen - Associate Professor in Marketing, University of Macau - Professor Jill Lei - Head of Department of Management and Marketing, University of Melbourne Speakers: - Professor Nicola Lautenschlager - Deputy Dean, People, Community & Partnerships - Professor Dina Logiudice - Professorial Research Fellow, Aged Care Discussant: - Professor Vicki Morwitz - Bruce Greenwald Professor of Business and Professor of Marketing, Columbia University
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12:00-1:00 pm | Lunch & Networking
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1:00-2:15 pm | Plenary 3 - Beliefs, Biases, and Health Decisions
With all good intentions to be healthy, many people still make poor health and medical-related decisions, which are often driven by various myths and lay beliefs concerning the cause and cure of health-related problems. These beliefs, deeply rooted in cultural customs and passed down through generations, significantly shape individuals' health choices. For example, consumers may believe that pharmaceutical products with negative side effects are more effective, or they may prefer natural remedies over synthetic drugs, viewing them as safer for preventive treatments rather than for curing existing conditions. Similarly, while opioid overdose represents a public health crisis to address, some consumers may overly avoid painkillers, which are misperceived as a scourge that can lead to addiction or serious side effects. Additionally, some individuals rely on traditional or alternative therapies instead of seeking professional medical advice, which may not always be effective or safe. Medical providers themselves, even when well-trained, can also be influenced by biases related to the gender, race, or age of their patients, which can impact their decision-making and recommendations. Therefore, understanding how these deeply ingrained beliefs shape health choices—both for consumers and healthcare providers—is crucial. In this session, a panel of experts will explore the beliefs, biases, and their influences on health decision-making. The discussion will focus on identifying common myths, evaluating the implications for consumer well-being, and proposing effective interventions to promote healthier choices. Format: 5 minutes introduction, 20 minutes presentation by each speaker, 30 minutes panel discussion
Chairs: - A/Prof Anish Nagpal - Associate Professor in Marketing, Department of Management and Marketing, University of Melbourne - Dr Fang-Chi Lu - Senior Lecturer in Marketing, Department of Management and Marketing, University of Melbourne Speakers: - Professor Vicki Morwitz - Bruce Greenwald Professor of Business and Professor of Marketing, Columbia University - Professor Thomas Kramer - Associate Dean of the Undergraduate Business Programs, University of California, Riverside Discussants: - Professor Andrew Ching – Professor of Marketing, Economics and Public Health, Johns Hopkins University - Professor Yoshihisa Kashima - Professor, Melbourne School of Psychological Sciences, University of Melbourne
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2:15-2:30 pm | Coffee Break
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2:30-3:45 pm | Plenary 4 - Risk Perception Gaps Risk perceptions motivate and guide the actions of individuals, firms, and policymakers. Within the context of health and medical decision-making, where gaps in risk perception exist between experts and the public, public health policymakers and healthcare professionals may find themselves in conflict with patients and the public over appropriate individual behaviours or allocation of scarce resources to risk management, possibly triggering unnecessary fear, distrust, and frustration among the public. In this session, the first speaker will discuss examples where the goals of consumers and public health policymakers diverge, leading to reactance behaviours such as lower consumption. The speaker will also present a case study in which doctors could serve as a conduit between patients and pharmaceutical companies to close information gap, hence downstream risk perception gaps between consumers and service providers. In the same vein, focusing on the specific context of antibiotic access, the second speaker will discuss perception gaps between different stakeholder groups, including healthcare professionals and policymakers, and explore potential remedies through appropriate risk communication. More broadly, building on these diverse findings, we shall examine the dimensions, ramifications, and psychological underpinnings of risk perception gaps in health decision-making, and explore potential interventions and strategies to bridge these gaps. Format: 5 minutes introduction, 20 minutes presentation by each speaker, 30 minutes panel discussion
Chairs: - Professor Leonard Lee - Director of IPUR, Professor of Marketing at NUS Business School, National University of Singapore - Dr Yiyun Shou - Lead Scientist (Health and Lifestyle) of IPUR, Assistant Professor (Research) at Saw Swee Hock School of Public Health, National University of Singapore Speakers: Professor Andrew Ching - Professor of Marketing, Economics and Public Health, Johns Hopkins University Dr Yiyun Shou - Lead Scientist (Health and Lifestyle) of IPUR, Assistant Professor (Research) at Saw Swee Hock School of Public Health, National University of Singapore Discussant: Professor Stacy Wood - Langdon Distinguished University Professor of Marketing, Executive Director, Consumer Innovation Consortium, North Caroline State University
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3:45-4:00 pm | Afternoon Tea & Networking
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4:00-5:15 pm | Plenary 5 - Health and Sustainability
How do people view the relationship between individual health and the healthiness of our planet? Some people may perceive that sustainability actions come at the cost of the effectiveness of medical solutions and individual health. Are there ways in which health and sustainability can reinforce each other? It is important to understand how the choices we make in pursuit of health, such as diet and lifestyle, and our consumption of health products and services, can not only benefit our health but also contribute to a greener planet, which will eventually benefit the health of all living species on the planet, including humans. In this session, a panel of experts will discuss key themes related to the intersection of individual and ecological health. The discussion will focus on consumer awareness and understanding of the link between individual health/well-being and health/well-being of the environment, and empowering consumers to make sustainable health decisions.
Chairs: - Dr Olivia Jensen - Deputy Director and Lead Scientist (Environment and Climate), IPUR, National University of Singapore - Dr Brent Coker - Lecturer in Marketing, Department of Management and Marketing, University of Melbourne Speakers: - A/Prof Alberto Salvo - Associate Professor and Deputy Head for Research, National University of Singapore - Professor Eugenie Kayak - Enterprise Professor, Sustainable Healthcare Critical Care, University of Melbourne Discussant: A/Prof Forbes McGain - Associate Dean, Healthcare Sustainability Medicine, Dentistry and Health Sciences, University of Melbourne
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5:15 -5.30 pm | Conference Close
Professor Leonard Lee - Director of LRF Institute for the Public Understanding of Risk (IPUR), Professor of Marketing at NUS Business School, National University of Singapore |