Munich, 09-10.08.12. The Lupon Business Center for Business Research organized the LCBR European Marketing Conference in Munich this year. Because many international researchers participated in the conference, the conference started with a visit of the Franziskaner Brewery, which is one of the most traditional beer producers in Munich since 1663. The official opening ceremony in the evening offered a lot of opportunities for networking with participants from 23 countries.
On the conference day, Dr. Adrienne Steffen opened the conference with her keynote speech on “Sustainability – A New German Consumer Value” in which she discussed the roots of CSR in Germany and the shift of consumer values that has taken place over the past decades.
The conference programme continued with the presentation of 46 conference papers that were organized in different sessions. Dr. Steffen presented another research paper with the title “Sales People as Stress Factors in Retail Shopping”. The presentation discussed the extent to which consumers feel stressed by sales people.
The intensity of individual shopping emotions was shown to differ after a negative shopping experience depending on whether or not a sales person was involved in creating the negative experience. Staff incompetence and staff unfriendliness increased the level of experienced consumer shopping stress.
It was very inspiring to exchange ideas with researchers from all over the world.
Dr. Adrienne Steffen