{"id":3520,"date":"2023-07-02T00:40:18","date_gmt":"2023-07-02T00:40:18","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/talkin-with-teachers-indiana-universitys-kate-christensen\/"},"modified":"2023-07-02T00:40:20","modified_gmt":"2023-07-02T00:40:20","slug":"talkin-with-teachers-indiana-universitys-kate-christensen","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=3520","title":{"rendered":"Talkin\u2019 with teachers: Indiana University\u2019s Kate Christensen"},"content":{"rendered":"

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Nostalgia. It influences everything from the latest clothing trends to the shows we watch to the food we eat.<\/p>\n<\/div>\n

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Kate Christensen, assistant professor of marketing at Indiana University\u2019s Kelley School of Business, has studied the impact of \u201cheritage goods\u201d\u2014objects tied to someone\u2019s past\u2014on consumer behavior.<\/p>\n<\/div>\n

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We chatted with her to discuss her research on heritage connection, her career, and what it\u2019s like to teach marketing.<\/p>\n<\/div>\n

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Could you talk about how you ended up becoming a professor of marketing?<\/strong><\/p>\n<\/div>\n

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I was working in the entertainment industry. I was working in the Internet Group at the Walt Disney Company, and I thought it would be fun to do an MBA. I had some friends there who had done one, and the company wanted to fund part of that. I ended up doing an MBA at UCLA Anderson while I was working at Disney. While I was doing that MBA, I moved to Sony Pictures Television. Then, by the end of it, I decided I really had loved my experience and I wanted to do this forever.<\/p>\n<\/div>\n

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You\u2019ve done a lot of research around heritage connection. Is there a part of your work that you want to highlight?<\/strong><\/p>\n<\/div>\n

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Yes. There\u2019s an express version of my work on heritage connection that just came out in the Journal of Marketing Research. That\u2019s joint work with Suzanne Shu, who\u2019s at the Cornell Johnson School of Management and was at UCLA when I was in grad school.<\/p>\n<\/div>\n

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This is a project I really love. It started with a question that Suzanne asked. She said, \u201cHow do we get people to get rid of things?\u201d It took me a year to give her an answer because I didn\u2019t want to say anything until I thought it through.<\/p>\n<\/div>\n

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During that time, I\u2019d had my own issue with getting rid of things. The story for me started with my grandmother\u2019s teacups. My mom one day brought over a bag of teacups, and she said, \u201cKate, these are your grandmother\u2019s teacups.\u201d<\/p>\n<\/div>\n

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I kept them for a year, but I didn\u2019t have any tea parties. I was moving, and sometimes we get rid of some things, so I got rid of a few of the teacups. I figured they didn\u2019t match. I figured I would keep some of them as a memory and then get rid of the others. When my mom came over again, she knew. She said, \u201cKate, you sold your grandmother’s teacups.\u201d<\/p>\n<\/div>\n

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I hadn\u2019t sold them; I\u2019d given them away. I realized that I didn\u2019t understand the value of these items, and that if I had understood that, I would have made a different decision. She had been able to give away the item because, for her, they had a heritage connection, and she wanted to give them to me, so that this past would be maintained. But for me, I didn\u2019t know what the past was\u2026This inspired this research for me, which was, \u201cWhen do we give things away? When do we keep them? What are these goods worth to us? What is the past worth to us as human beings?\u201d\u2026This research has been very exciting. From a practical point of view, it suggests that if you want to get a discount on something that has a connection to the past, you may think that you should hide your interest from the seller, because [if you don\u2019t], they will then perceive that you value it more. But in fact, what we find is that when sellers and buyers share this connection to the past\u2014to the people that came before, traditions that matter\u2014that they\u2019ll actually sell a good for less when they perceive the buyer values it more.<\/p>\n<\/div>\n

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What brand do you think is approaching marketing well right now?<\/strong><\/p>\n<\/div>\n

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Ukraine. I think [President] Zelensky has been able to galvanize international support for his country by working directly with marketers and ad agencies. He was at Cannes Lions. He\u2019s been able to connect his people\u2019s story to the history of Europe in a way that has driven support for his country in a very difficult time.<\/p>\n<\/div>\n

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What do you think is challenging about teaching marketing?<\/strong><\/p>\n<\/div>\n

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One of the things that I think is challenging is that the job we do as researchers is very different from marketing. We do research. Our students are going to go out and be marketers. What we\u2019re doing on a daily basis is very different from what they\u2019ll be doing\u2026I think there\u2019s just this gap between who we are and who they will become. Now, for me, I have this experience in marketing. Even so, once you spend five years in a PhD program, and then you\u2019re in academia, you get further away from it. The challenge for us teaching marketing, but also for anyone teaching anything, is empathy, trying to understand your students, and giving them a combination of what they want and what you think they need.<\/p>\n<\/div>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Nostalgia. It influences everything from the latest clothing trends to the shows we watch to the food we eat. Kate Christensen, assistant professor of marketing at Indiana University\u2019s Kelley School of Business, has studied the impact of \u201cheritage goods\u201d\u2014objects tied to someone\u2019s past\u2014on consumer behavior. We chatted with her to discuss her research on heritage […]<\/p>\n","protected":false},"author":1,"featured_media":3521,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-3520","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nTalkin\u2019 with teachers: Indiana University\u2019s Kate Christensen | Brandiary<\/title>\n<meta name=\"description\" content=\"Nostalgia. 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