From Sept. 16-18th 2010 the HIB was represented at the German-French Austrian Conference in Quantitative Marketing 2010. This year, the University of Vienna hosted the Marketing conference with the title “New Directions New Insights”.
After a welcome reception on the 16th of September, Prof. Dr. Adamantios Diamantopoulos opened the conference on September 17th with an interesting presentation on misspecifications in theoretical marketing models.
In total, 98 conference papers were presented by researchers from 21 countries. Paper topics concerned advertising, branding, modelling and sampling issues. In addition sessions dealt with ethics in marketing.
The HIB presented a paper in the consumer behaviour track “From Excitement to Frustration – Affective Reactions to Critical Incidents in Shopping Centres”. Overall it was a very stimulating experience that offered the possibility of intellectual exchange on marketing topics.
Dr. Adrienne Steffen