Social animals in the retail jungle

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,  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.

Just Posted

Documentary series features local wineries and restaurants

Quest Out West Wild Food launches Jan. 18

West Kelowna looking at three per cent tax increase

Council grapples with 2018 budget, rejects addition of more cops, firefighters

Tech funding announced for Kelowna post-secondary institutions

UBCO and Okanagan College are getting funding to expand their tech programs

Arbitrated settlement for Kelowna jail guards

Details of arbitration settlement in contract dispute not released

Kelowna art exhibition showcases connection to environment

The opening of Blue Renew – art:debris is Jan. 18

The snow capped hills around Carr’s Landing

Andre Paris has posted another drone video showcasing Lake Country’s beauty

UPDATE: Highway reopened following fatal crash south of Armstrong

Highway 97A crash south of Pleasant Valley cross road near Spallumcheen claims a life

VIDEO: B.C. Lions sign defensive back T.J. Lee to contract for upcoming season

The four-year veteran had a team-high four interceptions and 49 tackles last season with B.C.

How an immigrant to Canada helped Donald Trump prove his mental health

Test that cleared Trump was developed by doctor associated with McGill and Sherbrooke universities

Premier touches on multiple topics ahead of Asia trade trip

Housing and childcare are expected to be the focus of the BC NDP’s first budget in February.

UPDATE: Friends mourn boy, 15, killed in Vancouver shooting

John Horgan: ‘No stone is to be left unturned until we find the perpetrator of this heinous crime’

VIDEO: Explorers uncover Canada’s deepest cave in Fernie

The cave, named Bisaro Anima, was confirmed to have broken the record on New Year’s Day

Canadian junior captain returns to Rockets lineup

Dillon Dube will be back in Kelowna’s lineup Wednesday night after world juniors and bout of flu

Waters: For Trump words speak louder than actions

U.S. president’s first year in office marked more by what he said than what he did

Most Read