Newsletter No. 43

中大通讯 CUHK Newsletter V o l . 4‧6 No. 43 June 1993 University News Another 30th Anniversary Lecture Presented by the Faculty of Business Administration Prof. Richard P. Bagozzi, an expert in marketing and social psychology, gave a public lecture entitled 'Thoughts and Interplay between Theory and Method in Business Research with Particular Emphasis on App l i ca t i ons to Advertising, Consumer Behaviour, and Social Marketing' on 13th May on campus. The function was organized by the Faculty of Business Administration to celebrate the 30th anniversary of the University. Dwight F. Benton Professor of Marketing and Behavioural Science in Management at the School of Business Administration, University of Mi ch i gan, Prof. Bagozzi has conducted extensive research into consumer behaviour, sales force behaviour, marketing commun i ca t i on, and research methodology. In the lecture, he quoted findings of his research to illustrate the shifting equ i l i b r i um between theory and measurement in specific business studies. Examples include the design of advertisements to combat child abuse, factors affecting people's decision to recycle and to donate blood, and how decisions of households are translated into action in shopping. As politicians, business firms and governments increasingly use advertisments to influence the public, Prof. Bagozzi believes it makes sense to understand better the ps y cho l og i cal processes behind the communication, and find out whether the messages actually influence people's behaviour. Prof. Bagozzi is a Fellow in Consumer Behaviour of the Association of Consumer Research, USA, and recipient of the Paul D. Converse Award given by the American Marketing Association in recognition of lasting contributions to marketing science and theory. 30th Anniversary Celebration Activities Highlights for Summer • International Symposium on Curriculum Changes of Chinese Community in South East Asia: Challenges of the 21st Century Date: 21st to 23rd June Venue: Lady Shaw Building and Cho Yiu Conference Hall Organizer: Faculty of Education • International Conference on the Development of Contemporary China Studies Date: 25th June Venue: Hotel Furama Kempinski Hong Kong Organizer: Universities Service Centre • 30th Anniversary Satellite Exhibitions Venue: Landmark (6th to 8th July) Pacific Place (9th to 11th July) Ocean Terminal (3rd to 5th August) • First International Conference on Mushroom Biology and Mushroom Products Date: 23rd to 26th August Venue: Sir Run Run Shaw Hall and Sha Tin Town Hall Organizer: Department of Biology 1

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