On June 26, 2024, at 9:00 a.m., the “Department of Marketing Management 2024 Overseas Master Teacher Lecture Series” and the 138th Academic Lecture Series of the Department of Marketing Management of the School of Business Administration were held in the 132nd classroom of Wen Return Building. Cindy You, assistant professor of marketing at the University of Massachusetts Amherst, was invited as the guest speaker to share with us the hot issues of consumer research. Prof. Fei Xianzheng of the Department of Marketing Management hosted the lecture, and teachers and students from various institutions and faculties actively participated in this event.
In the first lecture, she had an in-depth discussion around how to establish the positioning and contribution of an article. Starting from the relationship between CSR (corporate social responsibility) and data breach, Dr. You discussed the research positioning needed to publish influential research in the field of consumer psychology. Dr. You focused on topic selection, model construction and research design. She began by recommending several inspiring pieces of literature and interacting with the students and faculty in the audience. Dr. You introduced the four sources of IDEA and provided guidance on how to select a research question with practical significance and theoretical value. She proposed three aspects of contribution, novelty, and practical relevance as the criteria for judging ideas by self-examination.
