ConTEL 2009

Keynote lecture 3

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Futurecast in Consumer (Mis)behaviour

Luiz Moutinho
University of Glasgow
United Kingdom

Abstract:

Trends in consumer behaviour. The search for meaning in a technological, rapidly moving, pressure-filled society – and the sense of dissonance that results. Intangibles like purpose, fulfilment and quality of life are gaining in importance. Opposing, polarised forces are pervasive – whether in morals, standards, economics, ideologies, religion or politics. So much of what is occurring globally appears beyond us, outside our sphere of influence- spinning out of control. “It’s All about Me” vs “It’s All about Us” (e.g., volunteerism and “giving back”. Philanthropy replacing the pursuit of physical beauty, material possessions and hedonism). New Marketsphere – a techno-driven, borderless world with fragmenting media and diverse customers resistant to traditional push marketing. Paradigm shifts: attention economy, experience economy, conversation economy, application economy, emotion economy. A shift from “telling and selling”. Marketing evolves from Selling to Citizenship. The social revolution needs to be understood, but what needs to be driven home even more so is that companies who continue to deliver mediocre or bad experiences will find themselves in a downward spiral, fuelled by a digital revolution that has now empowered all of us.

Biography:

Foundation Chair of Marketing, University of Glasgow.  

He completed his PhD at the University of Sheffield in 1982 and held posts at Cardiff Business School, University of Wales College of Cardiff, Cleveland State University, Ohio, USA, Northern Arizona University, USA and California State University, USA, He has had Visiting Professorship positions at the University of Vilnius, Lithuania, University of Innsbruck, Austria, Otago University, New Zealand, University of Aarhus, Denmark, Bled School of Management, Slovenia, University of Aveiro, Portugal, Gyor University, Hungary, Feng Chia University, Taiwan, Technical University of Lisbon, Portugal, FGV-Sao Paulo, Brazil, Catholic University, Brazil. Colombia, and Cyprus. Between 1987 and 1989 he was the Director of the Doctoral Programmes at the Confederation of Scottish Business Schools and at the Cardiff Business School between 1993 and 1996.  He was Director of the Doctoral Programme at the University of Glasgow, School of Business and Management between 1996 and 2004.   He is the Editor of the Journal of Modelling in Management (JM2).

One of Professor Moutinho’s primary areas of academic research is related to modelling processes of consumer behaviour.  He has developed a number of conceptual models over the years in areas such as tourism destination decision processes, automated banking, supermarket patronage, among other areas.  The testing of these research models has been based on the application of many different statistical, computer and mathematical modelling techniques ranging from multidimensional scaling, multinomial logit generalised linear models (GLMs) and linear structural relations to neural networks, ordered probit, tabu search, genetic algorithms, and fuzzy logic.

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