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Georgetown McDonough Hosts 65 Marketing Researchers

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On May 8-9, Georgetown University's McDonough School of Business hosted the 4th annual Marketing Research Colloquium (MARC), featuring faculty research presentations and doctoral student poster presentations.

More than 65 marketing researchers attended the event, a consortium of five universities — Georgetown University’s McDonough School of Business, the University of Pittsburgh’s Joseph M. Katz School of Business, Pennsylvania State University's Smeal College of Business, University of Maryland’s Robert H. Smith School of Business, and the University of Virginia's Darden School of Business and McIntire School of Commerce.

“It is an honor for us to be invited to this consortium and indicates that our peers value our research,” said Georgetown McDonough Associate Professor Prashant Malaviya, who conducted the two-day conference with Assistant Professor Neeru Paharia.

Five research topics were presented Friday, with subjects ranging from price negotiations to false product experience memories to targeting personal and social identity threats in consumer behavior. In addition, a dozen posters were displayed during Thursday evening’s doctoral poster session.

For many attendees, the Marketing Research Colloquium’s appeal was learning new research and networking with others in the field.

“It’s a great opportunity to see colleagues in a small, intimate environment,” said Donna Hoffman, a marketing professor at The George Washington University School of Business. Hoffman added that she appreciated the chance to listen to longer research presentations in a more relaxed setting, a benefit often not afforded at larger academic meetings.