When developing product promotions, marketers often describe how a product has been scientifically developed. Canvas8 spoke to Dr. Aviva Philipp-Muller to find out under which circumstances it’s appropriate for brands to appeal to the scientific process and when it can backfire.
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Dr. Aviva Philipp-Muller is an Assistant Professor of Marketing at the Beedie School of Business at Simon Fraser University. Dr. Philipp-Muller's research investigates attitude strength, persuasion, and consumer behaviour. Specifically, she focuses on consumer wellbeing and ethical consumption, and consumer responses to persuasion. Dr. Philipp-Muller's research has appeared in leading marketing and psychology journals, such as the Journal of Consumer Research, Psychological Science, and Proceedings of the National Academy of Sciences. Dr. Philipp-Muller received her PhD in psychology from The Ohio State University, as well as a BSc from the University of Toronto.
Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.
