How do individuals develop likes, dislikes, and brand affinities toward products, services, or experiences?
At MASB Summer Summit, Aug. 5 – 6 at Rutgers Business School, Steven Jagger, Partner at MSW Research, will present, Adaptive Systems Theory of Consumer Preference Formation.
“This presentation proposes an adaptive systems theory of how consumer preference is formed. Rather than treating preference as the direct result of individual marketing activities (stimuli), it argues that marketing creates experiences which consumers interpret through continuous learning. These interpretations build, strengthen, modify or weaken enduring Behavioral Assets: cognitive, emotional, behavioral and social structures that influence future choice.”
Jagger is one of the few individuals who have worked at all three sides of the advertising research triangle, first as a client, then an ad agency planner before becoming a market research supplier. He has had a unique career, entering marketing after working on submarine navigation in the days before GPS. “Brand Management is very similar to submarine navigation; you are never certain where the brand is, the instruments tell you whether the brand is going up or down and you have some indication of direction and in both cases, you can be pushed off course by counter directional currents.”
He applied mathematical tools to become a Market Modeler. After analyzing the effects of advertising on brand perceptions, he decided to join an ad agency working as a planner in London. He was then lured away to interpret research findings for marketers, which he has done for the past 35 years (working for 20% of the top global companies). He gained extensive international experience from living in 8 countries on 4 continents, visiting 55 countries and conducting research in 75. He has contributed to various publications related to Market and Social Research, Marketing, Advertising and Statistics.
This invitation-only event is an important gathering for experts driving the marketing accountability movement. Top finance, analytics and marketing professionals join with leading academics to network, get briefed on recent advances, and participate in shaping the future of accountable marketing. Request your invitation from events@themasb.org.