Upcoming Webinars

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  • February 18, 2020, 1:00 PM EST

    Developing Open Minds in Marketing

    Gerald Zaltman, Harvard Business School

    Today’s disruptive marketing environment demands more than ever that managers assess how they think and how they approach new territories of thought and knowledge. In brief, today’s challenges demand an open mind. The qualities of such a mind are not readily understood or easily acquired. This Lunch Lecture @ MSI will identify several qualities of an open mind and ways of putting them into practice. ​

  • March 31, 2020, 1:00 PM EDT

    Three Sources of Motivation

    Rima Touré-Tillery, Northwestern University

    ​Motivation is what leads people to behave as they do. We see it when people have a goal they wish to achieve. Having a goal creates a state of tension—a discrepancy between a person’s current state and their desired state—that drives the people to act in order to reduce or eliminate that tension. Producers of goods and services work hard to create and market products that help consumers reduce this tension. However, even the most driven people do not always act in accordance with their goals. So, what motivates people to stick to their goals? This Lunch Lecture @ MSI will explore three sources of motivation in goal pursuit. Rima Touré-Tillery will review empirical evidence from psychology and consumer research and discuss the theoretical and practical implications of distinguishing between these sources of motivation.

  • April 28, 2020, 1:00 PM EDT

    The Image + Text Formula in Brand Social Media Posts that Really Works

    Stefania Farace, Eastern Connecticut State University & Francisco Villarroel, University of Massachusetts Amherst

    ​Over 3.2 billion images are shared on social media. The inclusion per se of any image in social media posts does not always translate into higher consumer sharing. What visual and verbal aspects generate a compelling social media post? Stefania Farace and Francisco Villarroel will discuss their research on text-image relationships in social media and offer insights into how content manager can create effective multimodal social media messages.

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