Dr. Laurence Ashworth This is Me

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1. 1. Queen's School of Business - Graduate Studies - Master of Science in Management (MSc) - Fields of Study - Marketing

   www.queensschoolofbusiness.com - [Cached]

   Published on: 3/5/2008   Last Visited: 3/5/2008

   Laurence Ashworth Laurence Ashworth's research interests are broadly concerned with social and emotional influences on consumers' attitudes and decision-making. He is interested in why these concerns are important to consumers and how they affect their choices. For example, he has examined how social concerns, such as the impression consumers attempt to create in front of other people, affect their decisions. He has also conducted research that has examined other social influences, such as fairness and suspicion, as well as research that has examined the direct influence of consumers' emotions on choice.

2. 2. qnc.queensu.ca

   qnc.queensu.ca/story_loader.ph - [Cached]

   Published on: 11/9/2006   Last Visited: 5/10/2008

   School of Business professor Laurence Ashworth (at the wheel) has discovered that emotion-based decisions -- even on important purchases like cars -- can lead to long-term satisfaction.
   
   Shopping with your heart makes sense, says business profThursday November 09, 2006
   
   Going with your "gut feeling" when making a major purchase isn't a bad thing after all, says Queen's University School of Business researcher Laurence Ashworth.
   ...
   "This is the first time that longer lasting positive effects of using emotions in important purchase decisions have been shown," says Dr. Ashworth, an expert in consumer behavior."In such instances, emotions make a lot of sense.People feel them for good reasons, not just inherent biases, and they can actually lead us to more satisfactory choices in the long run."
   
   Co-authors with Dr. Ashworth on the paper are Peter Darke of UBC and Amitava Chattopadhyay of INSEAD in France.
   ...
   This research challenges existing assumptions that consumer decisions based on feelings are erroneous or impulsive choices which the buyer often regrets in the long term, says Dr. Ashworth.So-called "impulse buying" - where people feel an overwhelming urge to buy something immediately, despite knowing that they shouldn't - is a different kind of behaviour, he explains.
   ...
   "I think it is legitimate for marketers to point out the emotional benefits of a product - since as we've shown that can lead to long-lasting satisfaction," says Dr. Ashworth.

3. 3. www.macleans.ca

   www.macleans.ca/business/econo - [Cached]

   Last Visited: 12/8/2007

   Queen's University marketing professor Laurence Ashworth examined impulse buying last year in a series of studies published in the Journal of Consumer Research. He calls this "sudden, overwhelming, compelling urge to buy" a mood enhancer, like doing drugs or having sex.