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June 30, 2017 | 11:00 a.m. - 12:00 p.m.
Category: Lecture
Location: Prentis Building Rini Room | Map
5201 Cass
Detroit, MI 48202
Cost: Free
Audience: Current Graduate Students, Current Undergraduate Students, Faculty, Staff

Ahmet B. Koksal will be defending his marketing dissertation, “Consumer Self-construals: Development and Validation of the CSC Scale,” in a public lecture. Koksal's dissertation committee is composed of Mike Ilitch School of Business professors Attila Yaprak (chair), Abe Biswas and Sujay Dutta, as well as Rick Bagozzi of the University of Michigan.

Abstract

The role of the individual in relation to a collective has been an influential research topic in various scientific fields, including psychology, sociology, marketing, and international business. Despite this popularity, scholars have not yet reached consensus regarding how (unidimensional, two-dimensional, or three-dimensional) or at what level (individual level or culture level) this relationship should be studied. Resting on this epistemological debate, the goal of this dissertation is to provide scholars and practitioners in the marketing and international business fields with a valid and reliable research instrument that will allow the study of this relationship in consumption settings. Specifically in this dissertation, we develop and cross-culturally validate a scale that measures consumer self-construals(idiocentric, relational, or allocentric) in consumption settings through four studies based on data collected from university students.
All are welcome.

For more information about this event, please contact Abhijit Biswas at 313-577-1499 or a.biswas@wayne.edu.