imagine 2015: meet a prof professor david j. hardisty marketing & behavioural science
TRANSCRIPT
![Page 1: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/1.jpg)
Imagine 2015: Meet a ProfProfessor David J. Hardisty
Marketing & Behavioural Science
![Page 2: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/2.jpg)
Outline
• About me & my research • 3 tips for student life at UBC• Q & A
![Page 3: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/3.jpg)
3
About me• Grew up in Seattle• Undergrad at Stanford• Taught English in Osaka, Japan • Worked as a freelance web developer in Paris, France• Masters in psychology at Paris Descartes• PhD in psychology at Columbia University in New York • Post-doc at Stanford Graduate School of Business• Began as Assistant Prof of Marketing at UBC in July,
2013• Research on decisions about the future, especially
sustainability• Hobbies: hiking/skiing, games, beer, soccer
![Page 4: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/4.jpg)
4
>
![Page 5: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/5.jpg)
An economic mystery
Price: $0.97Watts: 60Lumens: 820
Price: $17.99Watts: 13Lumens: 800(Saves $188 on energy)
![Page 6: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/6.jpg)
Consumers don’t care about the future?
![Page 7: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/7.jpg)
Our theory
Price: $0.9710-year energy cost: $239Watts: 60Lumens: 820
Price: $17.9910-year energy cost: $52Watts: 13Lumens: 800
Consumers have a latent goal to reduce long-term costs
![Page 8: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/8.jpg)
Online Survey Results
Normal labels: 15% mention long-term cost or energy efficiency30% choose the efficient bulb
10-year cost labels: 61% mention long-term cost or energy efficiency67% choose the efficient bulb
Other survey results: - Works with other products: TVs, washing machines, etc.- Energy savings and dollar savings labels don’t do much- Asking consumers to estimate the 10-year cost of each
product: equally effective
![Page 9: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/9.jpg)
Does it work in real stores?
12% chose efficient option
48% chose efficient option
![Page 10: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/10.jpg)
Let’s scale this up
Triple winner: - Good for the consumer- Good for the firm - Good for the environment
![Page 11: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/11.jpg)
3 Tips• Get ready to fail– Academically– Socially
• Learn useful skills– Web development– Research– Languages
• Participate– Classes– Clubs & events
![Page 12: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/12.jpg)
Questions?
• Feel free to ask anything
![Page 13: Imagine 2015: Meet a Prof Professor David J. Hardisty Marketing & Behavioural Science](https://reader036.vdocuments.us/reader036/viewer/2022062802/56649e905503460f94b94b9b/html5/thumbnails/13.jpg)