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Research Seminar by Prof. Derek D. RUCKER

 

Date: 11 December 2018 (Tue)

Time: 10:30am – 12:00nn

Venue: M802, Li Ka Shing Tower

Prof. Rucker joined the Kellogg marketing department in Fall of 2005. Currently, he holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses broadly on the topics of power, compensatory consumption, persuasion, and consumer behavior. His work asks, and seeks answers to, what makes for effective advertising and what motives underlies consumer consumption. To answer these questions Dr. Rucker draws on his rich training in social psychology. His work has appeared in numerous leading journals in psychology and marketing such as the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology. In addition, his research has been covered in major media outlets such as The New York Times, Time Magazine, and ABC News.

He currently teaches Advertising Strategy at Kellogg. The course focuses on basic psychological principles to better understand how to plan and execute successful advertising. In recognition of his commitment to excellence in teaching, he was nominated as a finalist for the L.G. Lavengood Outstanding Professor of the Year Award and a recipient of the Top Elective Professor Award. In addition to his work in the classroom, he is a co-instructor of the annual Kellogg Advertising Superbowl Review. The review is in the spirit of Kellogg's focus on experiential learning and cultivates basic principals learned in the classroom to critically evaluate advertising in a real world and high stakes environment.