IBT researchers participate at the Second Swiss Academy of Marketing Science Conference in Lucerne.
IBT at 2nd Swiss Academy of Marketing Science Conference
Last week, IBT took part in the second conference of the Swiss Academy of Marketing Science (SAMS) in Lucerne. The conference serves to connect Swiss marketing researchers and offers a knowledge forum to share ongoing work in the field. The delegation of IBT, including Prof. Christian Hildebrand, Anouk Berger, Meike Zehnle and Jonas Görgen, joined the interesting presentations and engaging talks by various colleagues with a Swiss background. Anouk Berger and Meike Zehnle presented their latest research findings in a session on “Consumer Interaction with Technology”, chaired by Anouk Berger. Our PhD student Meike Zehnle presented “New Directions in Conversational AI. The Impact on Linguistic Style, Task Experience, and Firm Perception” featuring recent findings from two conversational AI projects she is working on with Christian Hildebrand. Using experiments and text data analytics, they show that conversational interfaces can attenuate financial planning stress and enhance market research outcomes. Anouk Berger, who recently finished her PhD at IBT, presented “DeepMind: A Deep Learning Approach to Mind Perception and Consumer-Smart Object Relationships”, a project with Jochen Hartmann and Christian Hildebrand. DeepMind detects and classifies consumers’ mind perceptions in smart objects based on review text data and supports insight generation on consumer-smart object relationships.