About my guest
Dr Ben Voyer is an Associate Professor in Marketing at ESCP Europe and Visiting Fellow at the Social Psychology Department at LSE.
Ben has a background working as a marketer in different industries, including FMCGs banking and public institutions, and his current research focuses on the way individuals define their self in terms of interpersonal relations or uniqueness, and its consequences on consumer behaviours, organisational behaviours, cross-cultural differences, and research methods.
He has authored or co-authored more than 70 scientific contributions to the field of applied psychology, and his research has been published in leading academic journals including the Journal of Business Research, Journal of Economic Psychology and the Journal of Advanced Nursing.
Ben has also worked as a scientific consultant for a whole host of media outlets, including the BBC, Sky News, CNBC, CNN International, Financial Times and BusinessWeek.
During the podcast, you will learn
- The challenges of doing work which straddles academic and commercial worlds
- The effects of too many research tools and inertia on figuring out how to understand consumer behaviour
- What ‘self-construal’ is and how we define ourselves in terms of interpersonal relations or uniqueness
- Differences between cross-cultural interconnections
- What to tell a child who won’t eat their food when you’re in Japan or America
- About ‘interdependent’ brands and our motivations to connect versus differentiate ourselves from them
- How producer-consumer relationships are changing in the ‘post-marketing era’
- The biggest mistakes brands and companies make when trying to build relationships with customers
- Why manipulative marketing practices are becoming increasingly detrimental
- Some key differences in cross-cultural psychology, such as the effects of grammatical structures of languages on how we see and process information
- How deep cultural differences actually reach
- Why you shouldn’t only come to research once you’ve already made decisions
And much more!
Resources mentioned on the show
Websites: benvoyer.com and lse.ac.uk/socialPsychology/About-Us/faculty/ben_voyer/home.aspx
Conference: The International Association for Cross-Cultural Psychology (IACCP)