SXSW 2025
From FOMO to Fulfillment: The Science of Consumer Behavior
Description:
With online shopping hype cycles such as “TikTok made me buy it” “Dupes” and “Must-haves” everything has begun to feel more and more like an ad. Buyers are often asking “why do people buy that? Wait, why did I buy that?”
Three professors share their research on how and why consumers are motivated, covering factors such as scarcity, meaning, and brand empathy. This panel serves as a resource and conversation point for understanding consumer decision making and spark conversations around the tactics used in the marketing industry to influence these decisions.
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Takeaways
- How Scarcity Affects Consumer Behavior
- How Customers Derive Meaning from the Marketplace
- What is brand empathy and what does it do in your brain?
Speakers
- Thomas Denari, President & CEO, Young & Laramore
- Michael Platt, Director, Wharton Neuroscience Initiative and James S. Riepe University Professor at University of Pennsylvania, The Wharton School
- Lawrence Williams, Associate Professor of Marketing, Leeds School of Business, University of Colorado
- Kelly Goldsmith, E. Bronson Ingram Chair, Professor of Marketing, Owen Graduate School of Management, Vanderbilt University
Organizer
Grace Morton, Account Coordinator, Powell Communications
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