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Library Events

Library Events

iROC: The Value in Lurking

Feb 18

4:00 PM
Kaplan Library, DC 218

The Value in Lurking: How and When a Simple Offer to Communicate Entices Us to Pay More for Products on a Website

iROC - Investigating Research on Campus

Please be with us on February 18th when Colleen Kirk, Assistant Professor of Marketing in MSMC’s School of Business, will present The Value of Lurking: What Entices Us to Pay More for Products Online?.

Research in marketing and psychology has demonstrated that our behavior can be impacted by simple cues in the world around us, even without our conscious awareness. Dr. Kirk will present the results of a series of four experiments that examine how and when a simple comment link can cause consumers to value digital content more highly. She shows that under some conditions, a mere communication link can enhance consumers’ feelings of ownership of digital content, such as a website, and that this sense of ownership drives how much they are willing to pay for goods and services offered for sale on a website.

Come learn about some of the latest consumer behavior research and get a sneak peek at the work Dr. Kirk will be presenting at the national American Marketing Association conference later this winter.

With a professional background in marketing and sales in the computer industry, Dr. Kirk taught at Mercy College in Math/Computer Science and Business for 13 years before completing her doctorate in marketing and joining the faculty of Mount Saint Mary College. In addition to her teaching, research and service, Dr. Kirk enjoys mentoring students, both in the newly-founded Student Business Association as well as in the Mount’s Summer Undergraduate Research Experience (SURE) program and student independent study projects.

The Value of Lurking: What Entices Us to Pay More for Products Online? will take place in Room 218 of the Kaplan Family Library and Learning Center in the Dominican Center on Thursday, February 18th at 4 p.m. Light refreshments will be served. We hope to see you there!

For more information about this or any of the iROC presentations, or to volunteer as or recommend an iROC speaker, please contact the coordinators of the iROC program - Dr. Doug Robinson, Assistant Professor of Biology, 845-569-3648, douglas.robinson@msmc.edu or Barbara Petruzzelli, Director of the Library, 845-569-3601, barbara.petruzzelli@msmc.edu.

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