Buy Now, Think Later: The Psychology of the (Un)sustainable Consumer

American Marketing Association (AMA) Pacific Chapter invites all students to a talk by Dr. Kees Smeets on Tuesday, November 10, from 11:30 AM to 12:30 PM, in Berglund Hall, Room 216. Lunch will be provided for students.

On paper, many consumers want to save the planet. At the checkout counter, they rarely follow through. Classic marketing models struggle to explain this “say-do gap” because they assume a perfectly rational, flawless decision-maker. Real consumers are much messier. Dr. Smeets will bring together cutting-edge research in consumer psychology and real-world retail to explore when and why consumers actually buy, or bypass, eco-friendly products.

Register here so we can plan for lunch.

About the Speaker

Dr. Kees Smeets is an Assistant Professor at the University of Amsterdam and holds a PhD in Consumer Behaviour from Bayes Business School in London. His research and teaching focus on the psychological triggers that drive consumers to love or reject brands and their products. He also works with companies to translate consumer psychology research into practical strategies for navigating today’s fast-thinking and often irrational consumer landscape.