European marketing researchers will gather in Kaunas: from the latest consumer behavior to research on the use of artificial intelligence

The first European Marketing Academy (EMAC) regional conference “Reshaping Consumer Centered Marketing” will be held in Kaunas on September 21-23, in which marketing scientists, researchers and business professionals from all over Europe will participate.

The global economy has never experienced such severe disruptions in such a short period of time as it is now. The sudden and ongoing coronavirus pandemic has brought normal life to a standstill. The invasion of Ukraine, which began after its bite, caused another wave of uncertainty about economic and business prospects. Both of these events undoubtedly had a significant impact on everyone – consumers, businesses and policy makers. How do marketing researchers and practitioners respond to these changes?

“The events that shook the world are taking place in the context of digital transformation, which creates both new challenges and opportunities. As consumers’ lifestyles change, so do their habits. The consequences caused by global events have attracted a lot of attention from marketing and consumer behavior researchers,” says Beata Šeinauskienė, associate professor at Kaunas University of Technology, Faculty of Economics and Business (KTU EVF).


Beata Šeinauskienė.

© Personal album photo.

Will increased uncertainty about the economic outlook lead to lower consumption? Will it inhibit or, on the contrary, encourage sustainable consumption and environmentally friendly behavior? Will consumers be willing to sacrifice their privacy and trust AI solutions? How will researchers address ethical issues with advances in neuroscience and neuromarketing?

Marketing researchers from various countries will try to answer these questions, who will meet on September 21-23 at the 13th European Marketing Academy (EMAC) regional conference “Reshaping Consumer Centered Marketing” in Kaunas.

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“We are glad that all key speakers of the plenary session are high-level academic researchers and practitioners. BI Norwegian Business School consumer behavior professor Luk Warlop (former president of EMAC), neuromarketing professor Joseph Devlin (University College London), Vilnius University (VU) marketing professor Sigitas Urbonavičius and other well-known academics will give presentations. Marketing practitioners such as Dovydas Čeilutka (Vinted), Domantas Gailius (Inspired Communications, KOG Institute), Rūta Gaudiesiene (Civitta, Customer-Centric Consultancy (CCC)), will share the latest knowledge and experience about the intricacies of current marketing in the world of technology and the challenges associated with machine learning solutions,” says B. Šeinauskienė.

The results of the latest scientific research are presented

The consumer has always been at the center of business and social marketing. However, in a post-pandemic world, as technology transformation changes consumer behavior, there is a need to rethink the role of marketing and its conventional tools. Therefore, it is no coincidence that much attention will be paid to the knowledge of consumer behavior and their psychology at the conference.

“Recent significant changes in the personal life of consumers, the business environment and in the context of climate change trends encourage market participants to look for new opportunities and strategic and tactical marketing solutions focused on them. Thus, the theme of this year’s conference “Reshaping Consumer Centered Marketing: “I Want It All and I Want It Now” is focused on getting to know today’s consumer and his behavior, which is changing in the context of the aforementioned trends,” says B. Šeinauskienė.

Lukas Warlop, professor of consumer behavior, will give a talk on “On Wanting (All of It, Now)” based on the latest research in consumer psychology and neuroscience. Professor L. Warlop will share insights on how recent crises, such as the Covid pandemic, have affected consumer ‘want’ and ‘like’ motivational systems and ultimately consumer choices.

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Professor Joseph Devlin will review the achievements of neuroscience and the proposed opportunities to accurately “read” the user’s mind and use the research results in the development of new products, predicting the effectiveness of an advertising campaign. Where should we draw the line between ethical and immoral use of these technologies? Professor J. Devlin will present five principles of neuroethics on which the human right to cognitive freedom is based.

Why are we quite willing to disclose information about ourselves on social networks, and what are the factors that lead to such behavior? Professor Sigitas Urbonavičius will speak about the desire and tendency of users to disclose personal data at the conference, inviting to look at this phenomenon from the perspective of social exchange theory.

How do consumer attitudes and behaviors affect food production innovation?

Research reveals that even 40 percent in the world of food is used, a significant part of which is lost precisely because of consumer expectations. Therefore, the conference will pay a lot of attention to sustainable food consumption and food marketing topics.

“The consumer dictates trends and canons to producers from the cultivation of food raw materials, the composition of products, the origin and design of packaging, and the attitude of producers and society towards food waste. This determines the conditions for growing food, the necessary technologies and the approach to processing farmers’ produce. The end result of all this is the health of ourselves and our planet,” says “AgriFood Lithuania DIH” director Kristina Šermukšnytė-Alešiūnienė.

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According to Kristina Šermukšnytė-Alešiūnienė, the role of innovative food producers and their marketing competences are also critically important in educating the public about the importance of quality, sustainable and nature-friendly food and shaping consumer expectations.

Familiarity with neuromarketing and artificial intelligence solutions

EMAC conference participants and visitors will be invited to a temporary (English pop-up) neuromarketing and artificial intelligence laboratory, which only includes a laptop and licenses for various neuromarketing and machine learning-based solutions.

“We will invite you to test practical tools to identify the memorability of a visual unit of social media content.” It will be possible to test remote digital platforms enabled by neuromarketing and machine learning solutions by testing the packaging of one of the conference sponsors’ new candies”, reveals Eglė Vaičukynaitė, a researcher of the KTU EVF Digitization Science Group, co-founder and head of the “Neuromarketing & AI” Lab.


Egle Vaičiukinaitė

Egle Vaičiukinaitė

© Personal album photo.

The EMAC (European Marketing Academy) organization was founded in 1973. This international community unites people interested in marketing theory and research. The Academy currently has more than 1,000 members from more than 50 different countries on all five continents. The EMAC regional conference, which will be held for the first time in Lithuania, is organized by KTU Economics and Business Faculty marketing researchers in cooperation with VU Economics and Business Administration Marketing Department researchers.

More information about the conference here.


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