Derek Rucker from Kellogg School of Management, Northwestern University (US), presented his research on “Psychological Power and Consumer Behavior: The Past, Present, and Future”. In addition to his talk in the course of the Marketing Department’s Research Seminar Series, he gave an interesting session for our PhD students: What makes a substantial research contribution in marketing? Drawing on the tree metaphor, Derek discussed different research strategies: How does planting a tree of knowledge differ from creating a new branch, or from adding a leave to an existing branch? We thank Derek for providing food of thoughts!

Are you interested in the Department’s Research Seminar Series? Check out the current agenda.