Keynote Session

Metaphor and the Making of Meaning

Gerald Zaltman, Harvard Business School and Olson Zaltman

Metaphors, the seeing one thing in terms of another, are central in our understanding of the world around us. Some research even suggests that we use about six metaphors per minute of speech, most of which is unconscious. This presentation will explore embodied cognition, which is an important source of metaphor; so-called deep metaphors; and metaphor’s role in the co-creation of meaning. Examples of the commercial use of metaphor will be provided, along with some guidelines for the effective use of metaphor.

Breakout Session A

Navigating Tomorrow: The AI Revolution in Consumer Engagement

Mousumi Bose, Fairfield University

Maria Petrescu, Embry-Riddle Aeronautical University

Danielle Willets, Little Dog Social Media

Embracing the future, businesses harness AI for predictive analytics, foreseeing consumer behavior, market trends, and sales patterns. AI-based chatbots redefine customer service with instant, personalized responses. Social media becomes a powerhouse as AI conducts sentiment analysis, evaluating public feelings about brands in real-time. This trio of innovations amplifies consumer engagement, allowing businesses to adapt swiftly, create seamless interactions, and build stronger connections in our dynamic digital landscape. Welcome to the era where AI propels businesses into a realm of unparalleled understanding and responsiveness, shaping a new narrative for consumer engagement.

Breakout Session B

Global Problems, Global Research Solutions

Irfan Ahmed, Sam Houston State University

Vivekshankar Natarajan, Lamar University

As we approach the quarter mark of the 21st century, we stare at numerous threats to humanity that may, individually or in combination, lead to disastrous consequences if not addressed in a timely and effective manner. This session will help participants become aware of the possibilities of engaging in research that could possibly bring about changes in the human condition by studying the nature of global problems, ascertaining patterns of individual and market behavior, and offering solutions for businesses and policymakers. The "Wicked 7" framework, proposed by Christian Sarkar and Philip Kotler, will form the basis of discussion on research possibilities utilizing global engagement among marketing scholars.