Marketing Science Intensive: How to Use Tools to Understand Consumer Culture


Marketing Science Intensive featuring Sharon Shavitt

In this virtual workshop, Sharon Shavitt (University of Illinois at Urbana-Champaign) will help marketers develop strategies that work in diverse cultures. She will share how an understanding of global and regional cultural differences can help marketers create more effective branding and pricing strategies. With hands on examples and exercises, attendees will learn the cultural background “clues” that can help marketers create more effective branding, brand extension, and pricing strategies. The workshops will dive into the differences and commonalities in the value profiles of Eastern and Western consumers, focusing on the cultural core values that predict consumer motivation. This workshop is for researchers and B2B and B2C marketers who want to ensure that their strategies speak to the things that matter to their customers. 



Pre event - November 13: Pre reads and preparation exercises sent out to attendees one week before the event.

12:45 p.m. Workshop room opens
1:00 – 1:15 Kickoff and Introduction
1:15 – 2:15 Presentation, discussion, and hands on exercises
2:15 – 2:30 Questions, takeaways, and wrap up
2:30 Session ends. Post event Q&A


Sharon Shavitt

University of Illinois at Urbana-Champaign

View Bio

Sharon Shavitt

Sharon Shavitt is Walter H. Stellner Professor of at the University of Illinois. She is a Fellow of the Society of Consumer Psychology, Society for Personality and Social Psychology, and the Society for Experimental Social Psychology. Sharon was formerly President of the Association for Consumer Research. She was associate editor of Journal of Consumer Research and Journal of Consumer Psychology, and currently serves on the editorial board of these journals as well as Journal of Marketing Research and Journal of Marketing. Sharon currently serves as an Academic Trustee of MSI. Her research focuses on cross-cultural factors affecting consumer judgments, self-presentation, and survey responding, and her research has been funded by NSF, NIH, and other sources. 

Sharon has taught diverse audiences outside of the University, including executives from Norway, South Korea, and the U.S. At Illinois, she teaches courses on consumer behavior, promotions management, and survey methods and she has appeared many times on the University’s List of Excellent Teachers for these courses. 


What is a Marketing Science Intensive?
The Marketing Science Intensives Program enables you to build your knowledge portfolio and learn techniques you can apply to your business today, using MSI’s trusted platform of leading academics and top marketers. Over the course of a year, the stackable learning experiences will deliver a foundational understanding of the most exciting topics in marketing today. In each Intensive, a top academic will present new research-generated knowledge on an important topic in consumer behaviour, marketing analytics, or marketing strategy, offering breakthrough insights and practical applications for marketers.

What can you expect?
With a limited number of seats, attendees are expected to be active participants in the workshop. The virtual working environment enables participants to raise questions and share insights with others from industry-leading companies and the format will include interactive exercises throughout. Designed to provide deep learning with real job relevance, attendees will receive pre-reads and assignments one week ahead of the workshop to prepare for the discussion.

Who should attend?
All workshops are designed to be relevant across industries and company roles and to accommodate varying levels of expertise in qualitative and quantitative approaches. MSI Intensives are available exclusively and at no cost to MSI members by logging in with a company email address. Space is limited.

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