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.