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Instructors: Prof. Dr. Thorsten Teichert
Event type:
Seminar
Displayed in timetable as:
Con. and Mgt. Dec.
Hours per week:
2
Credits:
6,0
Language of instruction:
English
Min. | Max. participants:
10 | 30
Comments/contents:
Syllabus : See PDF-Document
MiBAS Seminar Course number: 23-31.45.202
Title: Consumer and Management Decisions
<Internal title: “Metaphors and Frames as Drivers of Attitudes and Decision Making” >
Winter term 2029 /2021
Instructor: Professor Dr. Thorsten Teichert
Event Type: Seminar
Hours per week: 3
Credits: 6,0
Language of instruction: English
Min. | Max. participants: - | -
Seminar Contents
The seminar investigates metaphors and frames as drivers of behavioral decision making. Metaphors are omnipresent not only in daily (consumption) activities, in economics and politics, but also in science communication. Think about marketing slogans as e.g. “… gives you wings”; business terms as e.g. “viral marketing”, or “life cycle”; or economic terms as e.g. “tax cut”, Germany's “debt brake” or the “war” metaphor in the realm of the Covid19 pandemics. Metaphors provide a rich frame in which a message is interpreted & thus steer (implicit) thoughts as well as behavioral responses.
The seminar addresses this key topic of behavioral decision making from two complementary perspectives, which built two consecutive phases:
- Phase 1 (until end of 2020): A broach reflection about metaphors will guide us into the topic. We will reflect on the impact of metaphors on key cognitions as the basic understanding of our research discipline and of sound management practice.
- Phase 2 (from January 2021 on): An analysis of the scientific framing literature will be in the focus of the individual seminar papers. Possible student topics will cover key concepts and theoretical foundations, aspects of embodiment, specific communication instruments, metaphors and frames in marketing communication and in innovation, as well as framing as a management tool.
To pass the course, students have to successfully contribute the following deliverables:
1. 70% written seminar paper: written paper (12-15 pages) due two weeks before assigned presentation date in course phase 2.
2. 30% verbal participation throughout the research process: (a) a short pitch in course phase 1 on an introductory topic (e.g. book chapter); (b) a discussion of own seminar work (15-20 min presentation); and (c) a 5-min reflection on a research topic of a fellow student.
Seminar Setup and Timeline
The seminar will be hold entirely online. We will use Zoom software for our live seminar meetings. Please make sure to install the needed software including voice and audio infrastructure before of the seminar start. You can access the official UHH-Zoom software via https://uni-hamburg.zoom.us
Details can be found on the RRZ pages.
The first phase of the seminar (until New Year) will be used to discuss research methodology, guide students in drafting their seminar works & to get familiar with the broader topic. Hereto, we will discuss selected chapters from following book (can be used for students´ topic pitches):
Kitchen, Philip J. (edt), Marketing metaphors and metamorphosis. Palgrave Macmillan, London, 2008.
The presentation of students´ seminar works will take place in the second phase, starting in the first week of 2021. Specific due-dates and presentation dates will be announced after students´ final choices of topics, latest in the third week of the semester.
TOPICS
In the following, you find a list of suggested research topics with initial literature ideas. Students are encouraged to specify their research topics according to their personal interests. They are expected to retrieve the relevant literature by themselves.
Subject area I: Basic concepts
Mental representation of words
Balota, D. A. (2012). The role of meaning in word recognition. In Comprehension processes in reading (pp. 31-54). Routledge.
Pulvermüller, F. (2001). Brain reflections of words and their meaning. Trends in cognitive sciences, 5(12), 517-524.
Zwaan, R. A., Stanfield, R. A., & Yaxley, R. H. (2002). Language comprehenders mentally represent the shapes of objects. Psychological science, 13(2), 168-171.
Metaphors
Bowdle, B.F., & Gentner, D. 2005. The career of metaphor. Psychological Review, 112(1): 193–216.
Gibbs Jr, R. W. (2011). Evaluating conceptual metaphor theory. Discourse processes, 48(8), 529-562.
Boers, F. (2003). Applied linguistics perspectives on cross-cultural variation in conceptual metaphor. Metaphor and Symbol, 18(4), 231-238.
Analogies and associations
Bar, M. (2007). The proactive brain: using analogies and associations to generate predictions. Trends in cognitive sciences, 11(7), 280-289.
Goode, M. R., Dahl, D. W., & Moreau, C. P. (2010). The effect of experiential analogies on consumer perceptions and attitudes. Journal of Marketing Research, 47(2), 274-286.
Gregan-Paxton, J., & John, D. R. (1997). Consumer learning by analogy: A model of internal knowledge transfer. Journal of Consumer Research, 24(3), 266-284.
Schemas and frames
Babin, B. J., & Babin, L. (2001). Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value. Journal of Business research, 54(2), 89-96.
Kahl, S., & Bingham, C. 2013. The process of schema emergence: Assimilation, deconstruction, unitization and the plurality of analogies. Academy of Management Journal, 56(1): 14–34.
Implicit categorization
Aarts, H., & Dijksterhuis, A. (2002). Category activation effects in judgment and behaviour: The moderating role of perceived comparability. British Journal of Social Psychology, 41(1), 123-138.
Ackermann, C. L., Teichert, T., & Truong, Y. (2018). ‘So, what is it? And do i like it?’ New product categorisation and the formation of consumer implicit attitude. Journal of Marketing Management, 34(9-10), 796-818.
Brosch, T., Pourtois, G., & Sander, D. (2010). The perception and categorisation of emotional stimuli: A review. Cognition and emotion, 24(3), 377-400.
Subject area II: Interplay between psyche and body
Embodiment
Niedenthal, P. M., Barsalou, L. W., Winkielman, P., Krauth-Gruber, S., & Ric, F. (2005). Embodiment in attitudes, social perception, and emotion. Personality and social psychology review, 9(3), 184-211.
Winkielman, P., Niedenthal, P., Wielgosz, J., Eelen, J., & Kavanagh, L. C. (2015). Embodiment of cognition and emotion.
Meteyard, L., Cuadrado, S. R., Bahrami, B., & Vigliocco, G. (2012). Coming of age: A review of embodiment and the neuroscience of semantics. Cortex, 48(7), 788-804.
Grounded & Situated Cognition
Barsalou, L. W. (2008). Grounded cognition. Annu. Rev. Psychol., 59, 617-645.
Krishna, A., & Schwarz, N. (2014). Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of consumer psychology, 24(2), 159-168.
Best, M., & Papies, E. K. (2017). Right here, right now: Situated interventions to change consumer habits. Journal of the Association for Consumer Research, 2(3), 333-358.
Processes of bodily feedback
Oppenheimer, D. M., & Trail, T. E. (2010). Why leaning to the left makes you lean to the left: Effect of spatial orientation on political attitudes. Social Cognition, 28(5), 651-661.
Förster, J. (2004). How body feedback influences consumers’ evaluation of products. Journal of Consumer psychology, 14(4), 416-426.
Stanfield, R. A., & Zwaan, R. A. (2001). The effect of implied orientation derived from verbal context on picture recognition. Psychological science, 12(2), 153-156.
Subject area III: Communication instruments
Language and Frames
Boroditsky, L., Schmidt, L. A., & Phillips, W. (2003). Sex, syntax, and semantics. Language in mind: Advances in the study of language and thought, 61-79.
Fausey, C. M., Long, B. L., Inamori, A., & Boroditsky, L. (2010). Constructing agency: the role of language. Frontiers in psychology, 1, 162.
Rhetorics and Legitimacy
Castelló, I., & Lozano, J. M. (2011). Searching for new forms of legitimacy through corporate responsibility rhetoric. Journal of Business Ethics, 100(1), 11-29.
Suddaby, R., & Greenwood, R. (2005). Rhetorical strategies of legitimacy. Administrative science quarterly, 50(1), 35-67.
Storytelling
Beckman, S., & Barry, M. (2010). Design and innovation through storytelling. International Journal of Innovation Science.
Lundqvist, A., Liljander, V., Gummerus, J., & Van Riel, A. (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 20(4), 283-297.
Sensemaking
Maitlis, S. & Christianson, M. 2014. Sensemaking in organizations: Taking stock and moving forward. Annals of the Academy of Management.
Maitlis, S. & Lawrence, T. 2007. Triggers and enablers of sensegiving in organizations. Academy of Management Journal, 50, 57–84.
Weick, K.E., Sutcliffe, K.M., & Obstfeld, D. 2005. Organizing and the process of sensemaking. Weick, K.E. 2010. Reflections on enacted sensemaking in the Bhopal disaster. Journal of Managemen
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