Newswise — USC Marshall experts are available to discuss consumer decision-making, impulse buying and Valentine’s Day. Effects of Holiday Marketing
LISA CAVANAUGH, USC Marshall assistant professor of marketing and consumer psychology expert, researches emotional holidays and the effects of retail marketing on consumers. In her research tied to Valentine’s Day, Cavanaugh differences between the reaction of single women versus married women to traditional Valentine’s Day marketing and retailing cues. Instead of buying chocolate, single women opted for healthier choices than their married counterparts, among other differences.
Bargain-hunting and Valentine’s Giving
LARS PERNER, assistant professor of clinical marketing at USC Marshall and consumer psychology expert, is available to comment on the struggle for Valentine shoppers facing the pressure to impress with the need to save money ---- how to be a bargain-hunting cupid.
Romance and Buying RitualsDENNIS ROOK, chair of the marketing department and professor of clinical marketing, is an expert in the study of impulse buying and the dynamics of gift-giving. He is available to discuss Valentine’s Day gift-giving rituals from a historical perspective, with a focus on how the traditional holiday’s gifts have evolved from simple remembrances, such as a sonnet, to over-the-top flowers, jewels, even airline tickets. His expertise also includes how changing demographics are reflected in the way retailers market the holiday.
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