Creating Value and Satisfying Customers

The latest insights from consumer psychology
Free Webinar
60 minutes
Tuesday July 23, 2013 1:00 PM EDT

Of all the ways consumers react to firm's offerings, perceptions of value and feelings of satisfaction are among the strongest determinants of actual purchase behaviour. Yet firms frequently miss out on simple things they can do to maximize these reactions because they don’t fully understand what these concepts mean to consumers.

By exploring the psychology of these judgments, this presentation aims to provide managers with important insights about how they can better create perceptions of value and increase the chances of successfully satisfying their customers.

In this free 60-minute webinar, Professor Ashworth will discuss what value means to consumers and offer some simple strategies to increase perceptions of a product’s value. He will also discuss the psychological basis of feelings of satisfaction, how these judgments relate to perceptions of value, and provide a simple framework that firms can use to help make sure that they are satisfying and even delighting their customers as well as avoid those things that lead to the opposite: dissatisfaction and customer outrage.

You will learn about:

  • The psychology of perceptions of value and feelings of satisfaction
  • Simple strategies for increasing consumers’ perceptions of a product’s value
  • A framework to help firms identify sources of satisfaction and delight and avoid dissatisfaction and outrage.

This presentation will be of use to anyone involved in B2C marketing, whether that be in frontline sales or at a more strategic level.

Following our presentation will be a period dedicated to Q&A with our speaker, aiding in real world application of theoretical concepts.

Associate Professor & Distinguished Faculty Fellow of Marketing

Laurence is interested in social and affective influences on consumer judgment and decision making. He has examined the psychological processes involved in perceptions of fairness and how consumers’ react to perceived unfair treatment. He has also conducted research on impression management. In particular, his research has shown that consumers will sometimes avoid saving money in order to avoid appearing cheap in front of others. These concerns were particularly prevalent in men when they were around women who they viewed as a potential partner. This research ties in with his interest in evolutionary psychology. In particular, he is planning on conducting research into how individuals allocate their resources in line with evolutionary important goals. Finally, he has looked at how consumers use their emotions when making important decisions and how individuals’ current feelings are differentially affected by the anticipation of future events and recollection of past events.

Laurence is originally from Stratford-upon-Avon, England. He has spent the last 9 years in Vancouver where he completed an undergraduate degree in commerce at UBC and went on to do a Ph.D in consumer behavior. He moved to Kingston in August, 2003.

Smith School of Business
Goodes Hall, Queen's University
Kingston, Ontario
Canada K7L 3N6

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