Teaching innovation​

Impact of collaborative methodology in the competence development teamwork (DIN 02/2015). Collaborating with Melany Hebles, UCSC

COMMUNICATING FAMILY IDENTITY THROUGH THE WEB TO IMPROVE CONSUMER ATTENTION, BRAND ATTITUDE, AND PURCHASE INTENTION

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How do the three main strategies used by family businesses to communicate the family component of their business on their websites influence consumer response? Additionally, we will analyze whether the results are different for some industries (e.g. luxury goods) and other platforms (e.g. social media). By combining eye tracking with a traditional questionnaire survey method, we can achieve a better understanding of consumers’ cognitive processes, interests and preferences (Pieters & Wedel, 2004; Wedel & Pieters, 2000).