Faculty Research Talks


Date: Thursday, December 5, 2019
Time: 3:30-4:30pm
Location: UNI MRC-3

Preference for Experiences: Regulatory Focus and the Tradeoffs between Experiential and Material Purchases

 Ganga Urumutta Hewage

Department of Marketing


 Consumer often make tradeoffs between experiential and material purchases, which have important implications for consumers as well as marketers. The current research explores the impact of regulatory focus on such tradeoffs. We find that promotion focused individuals have a stronger preference for experiential purchases than those with a prevention focus. This effect is demonstrated in a set of seven studies using both real-world data from Instagram (Study 1) and Google Trends (Study 2) and experimental data (Studies 3—7) that utilize different operationalizations of regulatory focus (trait vs. primed) and purchase type (a wide variety of choice sets as well as purchase framing). Furthermore, we show that the influence of regulatory focus on the material—experiential tradeoffs is driven by consumers’ focus of attention. Finally, we discuss the theoretical significance of our results as well as their practical applications in designing effective advertising and digital marketing strategies.



Please register: https://bookme.bryant.edu/event/6078684


Date: TBD
Time: TBD
Location: TBD

Past Talks

Kathryn Ostermeier

Department of Management  

Topic: Some Rules are Meant to be Broken: Individual Differences and Rule-Breaking Behavior

Xiaofei (Sophie) Pan

Department of Economics 

Topic: Team incentives, productivity and choices: a real-time real effort experiment

Steven Weicksel

Department of Science & Technology

Topic: In (or out) of the Loop: Understanding Chromatin Organization and Gene Expression in Vertebrate Development. 

Rick Gorvett

Professor and Chair, Department of Mathematics 

Topic: Automated Vehicles: Assessing the Risks

Nicole Freiner

Associate Professor, History and Social Sciences

Topic: Rice and Agricultural Policies in Japan

Gerald John

Science and Technology

Topic: Microplastics – the plastics we don’t know about 

Son Nguyen

Assistant Professor of Mathematics

Topic: Bankruptcy Prediction Using Multiple Under-Sampling: A Study of North American Companies

Alicia Lamere

Assistant Professor of Mathematics

Topic: Robust Comparison of Expression Levels on RNA-Seq Data with Large Sample Sizes

Gao Niu

Assistant Professor of Mathematics

Topic: A financial protection strategy for families that have a child with Down Syndrome.

Consolata Mutua

Lecturer, Communications

Topic: African women refugees: An analysis of oppression, resistance, and resilience post-resettlement.​

Katayoun Alidadi

Assistant Professor of Legal Studies

Topic: Gauging progress towards equality? Challenges and best practices of equality data collection in the EU.

Cathy Zheng

Assistant Professor of Finance

Topic: Does social trust affect international contracting? Evidence from foreign bond covenants.

Dirk Primus

Assistant Professor of Management

Topic: Crafting better teams: The effort of creative methods during team initiation on team climate.

Julie Volkman

Assistant Professor Communication

Topic: Discussing Next Steps in Health Messages and Emotion and Athletic Expenditure and Performance. (CO-Presenter)

Laura Beaudin

Assistant Professor Economics

Topic: Discussing Next Steps in Health Messages and Emotion and Athletic Expenditure and Performance. (CO-Presenter)

The Faculty Research Talks series is a colloquium that provides Bryant faculty an opportunity to present their current scholarly activities to their colleagues, in a stimulating, collegial, and informal environment. The research can be at any stage or level, including ideas and concepts for projects, updates on work and analyses in progress, or a conference presentation. We expect the colloquium will provide a networking venue for research collaborations. The presentations are open to all Bryant faculty, and members from all disciplines are encouraged to attend to encourage interdisciplinary interchange of ideas and collaboration.