Wednesday Keynote: Understanding and Influencing the Modern-Day Consumer

 Justine Rapp Farrell, Ph.D.

Knowing how consumers process information and make decisions is one of the most fundamental elements to a successful business model. Consumers are influenced and motivated by myriad of internal and external factors that serve to elevate business-to-consumer relationships and inevitably help any business entity succeed. Consumers are constantly evolving – both personally and as dictated by the environments around them – and it is our job to keep up! This session will share current trends in consumer behavior and how your business may leverage this knowledge to enhance your marketing tactics and improve your marketing outcomes.

Upon completing this session, you will be able to:

1. Identify emerging trends in consumer behavior
2. Better tailor your marketing strategies to engaged and interested consumers
3. Influence consumers to explore alternative methods of buying
4. Explain new ways of forming consumer relationships

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About Justine Rapp Farrell, Ph.D.

Justine Rapp Farrell is Associate Professor of Marketing at the University of San Diego. Her research interests focus on the domain of consumer welfare, more specifically on the marketing implications of public policy on underrepresented groups. She has published several peer-reviewed articles in journals and has received two research grants in the area of transformative consumer research. Rapp Farrell came to the School of Business to develop a newly designed course on Digital Marketing and Social Media in the marketing area.