The DCR welcomes Dr. Farid Tarrahi, who joined us by July 1st as a Post-Doc. After spending two years at the EUV's Department of Marketing as a Research and Teaching Assistant, he finished bis Dissertation and will now continue researching on Pricing Strategies, Meta-Analysis, Cross-cultural Studies within the Program.
The European Advertising Academy chose an historical place for this year's ICORIA (International Conference on Research in Advertising): From June 21 - 23, academics met in Valencia, Spain to exchange on how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. More than 150 papers on various topics related to advertising and communication were presented. Actual and former DCR members set off to participate. Martin Eisend chaired the session "Advertising Effectiveness I" and took part in several presentations as: Martin Eisend, Farid Tarrahi, Eva Van Reijmersdal and Sophie Boerman: What are the effects of disclosing sponsored content? A meta-analysis. Anna Rößner, Erik Hermann and Martin Eisend: Effects of ethnic minority vs. majority endorsers in advertising: The moderating influence of ethnic diversity in society. Malgorzata Karpinska-Krakowiak and Martin Eisend: Real or Fake? The Effects of Real versus Fictitious Brands on Consumer Responses to Humor in Advertising Experiments. Claire Segijn and Martin Eisend: A Meta-analysis into Multiscreening and Advertising Effectiveness DCR fellow Lachezar Ivanov took part in a doctoral colloquium that provided practical insights on how to develop a stream of research, how to satisfy reviewers, and how to handle p-values. He was, together with Martin Eisend and Thomás Bayón, invited to present a joint research project in a session on the theme of humor and gender in advertising - a project which tackles the topic from the perspective of evolutionary psychology. The presentation was very well received from both reviewers and audience.
DCR-member Dr. Sadrac Cénophat cherished his time at the 40th ISMS Marketing Science Conference, which took place in Philadelphia from June 13 - 16. The event brought together leading marketing scholars, practitioners, and policy makers with a shared interest in rigorous scientific research on marketing problems. Topics included (but were not restricted to) branding, segmentation, consumer choice, competition, strategy, advertising, pricing, product, innovation, distribution, retailing, social media, internet marketing, global marketing, big data, mobile targeting analytics, machine learning and algorithm, artificial intelligence, choice models, game theory, structural models, randomized control trials. Dr. Cénophat was not only invited to present his paper on the "moderating role of marketing channel innovation on the relationship between industry informality and sales performance", which led to encouring feedback and fruitful discussions. He also took the opportunity to exchange with luminaries like Roland Rust on the importance of artifical intelligence on costumer relationships in the future. The conference, Cénophat says, enabled him to form an idea of the quite promising future of relationship marketing.