Current
Year Initiatives
ARC: Connections: SIGs: CBSIG: Initiatives
Key Deliverables and Activities for
FY2011
We
provided value to CBSIG members last year, as evidenced by the following:
We
retained membership to remain one of the largest SIGS
with 349 members last year, and are now the largest SIG with 443 members.
1.
We met our goal of synergizing with
other SIGS. For instance, in Winter 2010, we hosted a co-sponsored session and
reception with Retail SIG. For Winter 2011, we invited the DocSIG to join our
reception as they were short on some funding, and this may help towards our
continued goal of bringing new scholars into CBSIG.
2.
We established and maintained
communication with our members by doing an overhaul of cbsig.org.
3. We created and emailed our members a CBSIG
Quarterly newsletter. Our featured article for 2010 was some guidance
for CB-interested doctoral students/emerging scholars, written by Kent Monroe.
4. To become transparent in
member-generated content, we openly advocated and encouraged content (on the
website, newsletter, sessions, and symposiums) from members. An outcome of this
is the session “Understanding Emotions in Consumption Experiences: A
Cognitive Appraisal Approach”, which is scheduled for Winter AMA 2011, and
is chaired by Barry Babin.
5.
We have increased awareness and
interest by adding creativity to our sessions and receptions—with unique
venues, themes, and timely topics.
6.
Last, we enhanced our brand equity
by creating a logo, and established a sense of brand community with a facebook
group “The CB Geek Squad”, with 115 members in FY2011, and are now up to 193 as
of Feb, 2011.
CBSIG’s
Goals FY12
Many
of our goals are similar to past goals, and are:
·
Add to a board of directors to
consist of ex-cbsig officers in order to serve as a resource for current and
future cbsig leaders. Mirella Krilejen is CBSIG’s first board member, as
outgoing officer.
· Seek an established, full professor
to join our leadership (we are all assistant professors).
· To focus on scholarly content and
thought-provoking, theory based sessions that spark a contribution to marketing
knowledge and practice in CB.
· Develop the existing network,
resource, and community for consumer behavior scholarship.
· Encourage networks with related
organizations devoted to consumer research (e.g., Association for Consumer
Research).
· Encourage relationships with other
SIGS.
· Spark interest in doctoral students
and DocSIG graduates that are in search of joining their first content-related
SIG.
· Have an online presence at cbsig.org
and online community to supplement the relationships developed at the
educators’ conferences.
· Continue to improve a member
newsletter, CBSIG Quarterly (example attached)
· Establish sustained leadership for
CBSIG—soliciting interest for the next team of volunteers and training them to
make the transition smooth.
Proposed
Activities for 2011 – 2012
~Summer
2011 (Symposium, Special Session, Reception + Offsite Event)
~Winter
2012 (Special Session and reception with other SIG)
Scholarly
Programming
To
coincide with our overarching goal of providing a platform for generating
thought-provoking theoretical contributions and conversations in consumer
behavior, we propose two scholarly sessions for academic year.
·
Summer 2011:
Special session
The
Consumer Behavior Special Interest Group is proposing a special session which
will be of interest to our members. We will generate a call for session
topics/proposals on cbsig.org and in The CBSIG Quarterly. In the
case of multiple proposals, we will request to submit up to two to AMA for
review.
·
Winter 2012:
Proposed Session for Doctoral Students with an interest in Consumer Behavior:
“Consumer Behavior Dissertations: Topics and Trends”
Many
doctoral students are interested in CB topics, or a CB dissertation, but have
not solidified a topic. We contacted DocSIG and invited them to co-host a
session discussing consumer behavior dissertation topics and trends in cb
dissertations. The idea will be to bring in dissertation chairs who are
experienced in chairing cb dissertations, to provide expertise to doctoral
students and junior faculty. Then, we propose to continue these discussions
with a joint reception with Doc-SIG, and invite the dissertation chairs to meet
with our field’s newer scholars-in-training in a more casual setting.
·
Summer 2011:
Off-Site Learning Event To add
further value to members, we are planning an off-site learning event on
Saturday evening immediately after the reception. Ideas include a private tour
of a museum, business, or other activity of relevance to consumer scholars. To
keep the cost low and to encourage attendance and relationship building, we
propose to pick up most of the expense of the facility and transportation if
needed.
Member Meeting/Receptions
To encourage networking among consumer scholars, we propose to hold events for
members and prospective members at the Summer Educator’s Conference and Winter
Educator’s Conference. We will offer a reception at each conference. To
leverage the cost and meet our goal of establishing relationships with other
SIGS, we are co-sponsoring the Winter 2012 reception.
Collaboration with ACR
Also in line with our increasing awareness to AMA and CBSIG objectives, we aim
to attract more interest among consumer researchers in North America and abroad
we would like to continue our collaboration with ACR. We would sponsor a
coffee break 2011 ACR conference. There is cross-fertilization among the
groups, and current members will benefit at the event. Also, this is a minimal
investment that should bring awareness to consumer behavior researchers that
are potential future members; and increasing AMA/CBSIG membership just by a few
people would enable the sponsorship to more than pay for itself.
In
return, ACR will provide these deliverables of value added for the target
market of consumer behavior researchers:
·
Documentation of CBSIG sponsorship
in the conference program
·
Documentation of CBSIG sponsorship
on the website
·
Signage, with the AMA/CBSIG logo, at
the member reception