April 28, 2022 h. 4pm @ Luiss Loft

This talk will discuss the concept of groundedness, the feeling of being emotionally rooted. I will present recent empirical research that highlights the potential of groundedness for consumers and marketers. In a nutshell, findings show that groundedness is a powerful concept providing a comprehensive explanation for a variety of major consumer trends, including the popularity of local, artisanal, and nostalgic products. It seems that in times of digitization, urbanization, and global challenges, the need to feel grounded has become particularly acute.

Prof. Martin Schreier is Head of the Department of Marketing, Professor and Head of Institute for Marketing Management dell'Università di Vienna WU.