SCP Boutique Conference
Warrington College of Business - University of Florida
January 27-29, 2022
Chris Janiszewski, University of Florida
Richard Lutz, University of Florida
Aner Sela, University of Florida
In our 21st century economy, increasing numbers of products and services are consumed for the physiological, psychological, emotional, hedonic, or social experiences they provide. The traditional approach to understanding consumption experiences has been a one-way model: firms create products, services, and experiences, which people consume and, in turn, reward the firm with positive word-of-mouth and loyalty. Yet, a robust literature suggests that people co-create value during the consumption of a product or service. More importantly, each person co-creates value in a unique way. Consequently, consumers and marketers will benefit from a clearer understanding of the factors that inform and shape the meaning of consumption experiences.
This boutique conference will focus on providing insight into the antecedents to, and conceptualization of, consumption experiences. We will adopt a “big tent” approach and encourage papers from a variety of frameworks, including social cognition, consumer culture theory, survey and experimental research, behavioral economics, ethnography, and others. We hope to receive papers on experiential learning, sensation, response intensity, experience framing, experience management, adaptation and sensitization, conflicting realities, sensory information integration, and lived narratives. These issues can be studied across a broad set of domains, including food consumption, media consumption, consumption of ideas, and immersive hedonic experiences.
The goals of the conference are idea generation and research collaboration. Consequently, the format will be less traditional. We anticipate a mix of the following types of sessions:
1. Empirical Presentations. This is a standard session with three independent 20-minute presentations, plus time for audience participation.
2. Empirical Presentation + Discussion. This session will have three 20-minute presentations followed by a 30-minute idea generation discussion. We will identify sets of complementary papers and appoint a discussion leader.
3. Conceptual Presentations. These are 30 – 45 minute “idea” presentations on broad topics. Possible formats include, for example, reviewing a specific domain of experience, discussing a theoretical perspective on experience research, and a plenary session.
4. Debate and Integrate: These sessions will take an important issue in the area, have two (or more) speakers identify points of contention, and then have breakout groups identify research opportunities based on the debate and share them with the general audience. Proposals for this format should include the identities of the debaters and a brief description of the focal issue and the respective perspectives that will be offered by each party.
5. Methods. We would like to have one session comprised of papers that review methods for investigating consumer experiences. Emphasis will be on methods that are unfamiliar to the majority of the audience. These insights can involve procedures, measures, and analysis techniques, among other things.