A talk from Charles Dennis, Professor of Consumer Behavior, School of Business, Middlesex University

Location: Windsor Building 1-05

Abstract:

Consumer behavior (and scholarly research in consumer behavior) has long been known to adapt in response to changes in technology that help to satisfy needs and wants. More recently in the 21^st century, cutting-edge technologies such as artificial intelligence, augmented reality, virtual reality, wearable technology, robotics and biometrics have become an important area of research in many fields. Such technologies are meant to improve the way humans live and interact with each other as well as improving their relationships with different brands. The “digital age” that began with internet and mobile technologies, motivated corporations into opening their stores in cloud and web, to mobilise together with their customer base. Despite the existence of research studying the use of different technologies in different contexts such as health, disaster response, human development and retailing, there is a gap in research studying how consumer behavior changes when interacting with such new technologies which are arguably changing the landscape of the digital world. These changes are possibly caused by the uncertainty, ambiguity and ethical issues associated with the use of these technologies. We can assume that consumer behavior is changing at a rapid speed, possibly tracking the speed of developing new and advanced technologies.

Biography:

Prof. Charles Dennis is Professor of Consumer Behaviour at The Business School, Middlesex University (UK); and Associate Editor in the Marketing section of Journal of Business Research. His main teaching and research area is (e-)retail and consumer behaviour – the vital final link of the Marketing process. Charles qualified as a Chartered Marketer, elected a Fellow of the Chartered Institute of Marketing for helping to modernise the teaching of the discipline. Charles was awarded the Vice Chancellor’s Award for Teaching Excellence for improving the interactive student learning experience at Brunel University. Charles has published in journals such as Journal of International Marketing, Journal of Business Research; Computers in Human Behavior; Psychology & Marketing; Information Technology & People; International Journal of Electronic Commerce; and European Journal of Marketing. Books include Smart Retailing: Technologies and Strategies, (Palgrave, research monograph, joint-authored with Dr Eleonora Pantano); Internet Retailing and Future Perspectives 1^st & 2^nd editions (Routledge, research monograph combined textbook, joint-authored inter alia with Dr Eleonora Pantano and 网上零售理论与实务  中国物资出版社, China Logistics Publishing House); Marketing the e-Business 1^st & 2^nd editions (joint-authored with Dr Lisa Harris); and research monograph Objects of Desire: Consumer Behaviour in Shopping Centre Choice (Palgrave). His research into shopping styles has received extensive coverage in the popular media including TV appearances with Sir Trevor McDonald OBE and Adrian Edmondson.