Campus Conversation #104 with Dr. Philipp Scharfenberger

We choose between countless brands every day, usually without giving it much thought. But how free are these choices, really?

Dr. Philipp Scharfenberger conducts research into brand management, symbolic consumption and the psychology of ownership at the University of St.Gallen. He is also a teacher and project manager at the Institute for Marketing and Customer Insight, as well as being the Deputy Director of the Institute for Mobility. To him, brands are more than just logos; they convey values and demonstrate our sense of belonging. He also takes a close look at his own consumption habits in the process.

This conversation explores the influence of social media on our relationships with brands and status, how rationally we make decisions, and the line between behaviour management and manipulation. It also addresses why we want to live more sustainably, yet often act differently in our daily lives.

This is an episode that will make you want to look at your own consumption habits in a new light.

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