Consumer Experts Join Seeley Conference

April 1, 2005 - 13:45

Leading authorities in consumer behavior, public opinion and market research will be among the featured speakers at this year’s Seeley Conference, held June 26-29, 2005 on the campus of Cornell University. Drawn from academia, the business world and research think tanks, these experts will help spearhead debate and discussion on the conference topic “Stayin' Alive: Can We Captivate the Elusive Consumer?”

From very different perspectives, Mona Doyle, Barry Schwartz and Michael Cohen study consumer attitudes, behavior and values. Doyle is best known for founding The Consumer Network, a panel of consumers who provide insights about her studies and her monthly Shopper Report, now in its 25th year of publication. Schwartz’s most recent book, The Paradox of Choice – Why More is Less, continues his study of the forces affecting customers and how they shape the ways enterprises offer choices in the marketplace. He concludes that consumers are paralyzed by the bewildering array of choices in the marketplace. Cohen’s company provides actionable solutions in the areas of exploratory concept testing, product development, branding, communications, tracking, public opinion polling and impact. He recently completed a consumer study sponsored by the Society of American Florists.

The fragrance industry provides a case study of a growing industry with product characteristics similar to flowers. Mary Ellen Lapsansky, executive director of The Fragrance Foundation, will describe its success. The Fragrance Foundation is the non-profit, educational arm of the international fragrance industry, established in 1949 to develop educational programs about the importance and pleasures of fragrance for the American public. Members of The Fragrance Foundation include designers, packagers, retailers, manufacturers and suppliers as well as media, advertising and public relations agencies.

The Seeley Conference, will have more than two and a half days of a wide range of discussions. Conference attendees will examine consumer issues against the backdrop of an industry facing shrinking profit margins and complex and ever changing market channels, as well as consumers facing competing and increasingly sophisticated marketing messages that can confuse and bewilder even the savviest among them.

To receive Seeley Conference 2005 program and registration details contact Bill Miller or Mark Bridgen by E-mail at seeleyconference@cornell.edu or phone at (607) 255-4568. Also visit the Seeley Conference Web site at www.hort.cornell.edu/seeleyconference.

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