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.
- 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.
- We established and maintained communication with our members by doing an overhaul of cbsig.org.
- 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.
- 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.
- We have increased awareness and interest by adding creativity to our sessions and receptions—with unique venues, themes, and timely topics.
- 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)
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.
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.
Award for Best CB Student Conference Paper
We propose, like the Marketing and Society SIG, to set funds aside for plaques for the best consumer behavior paper submitted with a doctoral student as the first author. We propose to give three of these, with a small check award and a plaque.
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