Faheem AHMED

Composition of the Jury

Abstract

Current and past research in the field of marketing has highlighted the important role of the division between emotion and cognition in consumer psychology. Previous research has also demonstrated the different mental pathways individuals use to process the type of information presented to them (Chaiken, 1980; Eagly & Chaiken, 1993; Petty & Cacioppo, 1986). Consequently, this also influences their attitude toward the information now presented to them. Drawing on a number of studies across different cultures, this doctoral dissertation employs a multi-method approach to capture distinct information-processing systems (Zajonc, 1980), which have a differential impact on how we interpret information (Kahneman, 2003, 2011). The main objectives of this doctoral project are therefore as follows:

• Understanding the Role of Perceived Psychological Proximity (Distance) in Different Types of Purchasing Decisions
• To assess the factors that influence choices between products and categories—hedonic (vs. utilitarian) and affective (vs. cognitive).
• Determine the role of language, culture, and communication in product and brand choices and preferences.