Please join us at the Hayward Campus Library for the Fall University Hour Lectures from two of CSU East Bay's 2018 Outstanding Researchers.

When: Thursday, October 11th, 2018 at 12:15pm - 1:05pm
Where: Library Biella Room

Yi He, Associate Professor of Marketing

The Mindset to Share: An Exploration of WOM in Digital Media

Word-of-mouth (WOM) marketing has recently attracted a great deal of attention from marketers, especially due to the emergence of social media. Three field experiments demonstrate the effects of consumer mindset (i.e., competition vs. collaboration) on narrowcasting and broadcasting intentions and actual behaviors. The results show that a collaborative mindset promotes narrowcasting, whereas a competitive mindset encourages broadcasting. Further, self-affirmation moderates the relationship between consumer mindset and broadcasting. Our findings provide important insights into investment prioritization and resource allocation, when managing WOM campaigns.

Kate Strom, Assistant Professor of Educational Leadership

Putting Posthuman Theories to Work in Teaching

In this presentation, I discuss using posthuman perspectives in teaching, presenting an example of an activity in a qualitative research course called "The Parable of the Three Scholar Practitioners." In this lesson, students trouble the dominant narrative of the researcher as objective and distant, and reframe the research process as an assemblage of human and non-human elements that collectively influence every part of the research process, as well as recognize/account for their own "agential cuts" that shape the study in particular ways. These activities help students begin to develop critical orientations to research that will enable them to locate and account for themselves in relation to their inquiry, embrace situated forms of research of which the researcher is an integral part, and conduct research consistent with goals of social justice and local change-making.

RSVP on BaySync: https://orgsync.com/133333/events/2522913/occurrences/6083790