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Home / 2014 / March / 11 / Social animals in the retail jungle
Policy & Social Change

Social animals in the retail jungle

March 11, 2014

Darren Dahl

Darren Dahl is senior associate dean and BC Innovation Council Professor at the Sauder School of Business, UBC Vancouver.

UBC business professor discusses the influence of consumer rejection 

Who: Darren Dahl, PhD, Senior Associate Dean and BC Innovation Council Professor at the Sauder School of Business, UBC Vancouver
What: Social Animals in the Retail Jungle: How the social influence of retail rejection increases consumers’ desire for the brand
When & Where: Tuesday, March 18, 2014, 7 p.m. at Mary Irwin Theatre, Rotary Centre for the Arts, 421 Cawston Ave., Kelowna
Free registration at: vssdahl.eventbrite.com

Kelowna is the retail hub of the Okanagan, a region often associated with luxury playthings and designer-brand lifestyles.

While the average Okanagan consumer may not fit that stereotype, an upcoming visiting speaker presented by UBC’s Faculty of Management says we’re all social animals with a defined self-concept. Our own perceptions and social status influence buying decisions, sales interactions, and aspirations for champagne wishes and caviar dreams.

Darren Dahl, senior associate dean and BC Innovation Council Professor at UBC Vancouver’s Sauder School of Business, shares insights into consumer motives behind making luxury purchases and how retailers set us up to spend our hard-earned money. His free lecture takes place at 7 p.m. on Tuesday, March 18, at the Rotary Centre for the Arts.

Dahl’s public talk, titled “Social Animals in the Retail Jungle,” aims to enlighten and empower people by uncovering hidden factors that sometimes drive our buying decisions. He also discusses the implications of studies about brand rejection, showing that consumers can have more positive attitudes and fewer spending inhibitions after antagonistic sales tactics.

“We are social animals who react to specific cues in a retail environment,” says Dahl, who has consulted and built educational programs for companies such as LuluLemon, General Electric, and Agent Provocateur.

“Those cues tap into what is important to our self-concept, which is a fundamental driver in the sales interaction,” says Dahl.

Dahl is incoming editor of the Journal of Consumer Research and has published widely on the topics of creativity, social influence, and consumer emotions. He has spoken at universities around the world including Harvard, MIT, Stanford, and the London Business School.

The Visiting Speaker Series is sponsored by the Faculty of Management at UBC’s Okanagan campus.

–30–

Media Contact

Patty Wellborn
Media Relations Strategist
University Relations

The University of British Columbia
Okanagan campus
Tel: 250 317 0293
E-mail: patty.wellborn@ubc.ca

Content type: Media Advisory
More content from: Faculty of Management

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About UBC Okanagan

UBC’s Okanagan campus is an innovative hub for research and learning founded in partnership with local Indigenous peoples, the Syilx Okanagan Nation, in whose traditional, ancestral and unceded territory the campus resides. The most established and influential global rankings all consistently place UBC in the top five per cent of universities in the world, and among the top three Canadian universities.

The Okanagan campus combines a globally recognized UBC education with a tight-knit and entrepreneurial community that welcomes students and faculty from around the world in British Columbia’s stunning Okanagan Valley. For more visit ok.ubc.ca.

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We respectfully acknowledge the Syilx Okanagan Nation and their peoples, in whose traditional, ancestral, unceded territory UBC Okanagan is situated.

 

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