Dr. Scott Connors

Biography

Scott Connors' research focuses on consumer behavior, specifically exploring the complex interactions between consumers and brands. His work examines the positive and negative dimensions of these interactions, investigating how consumers' self-concept and psychological distance affect brand recall and consumer decision-making. Notably, Scott studies how products and brands can be leveraged to connect with consumers' self-perception and ideology. He empirically tests the association between consumers' attitudes, relevant social groups, and the brands they identify with. In addition to positive interactions, Scott addresses the negative aspects of consumer-brand relationships, including skepticism towards brands and the impact of unethical practices on consumer behavior. Recent projects focus on how psychological distance can shape consumer perceptions and decisions regarding corporate social responsibility claims. Scott has published numerous articles that contribute to the understanding of how consumer-brand dynamics operate on both emotional and rational levels. His expertise lies in marketing psychology and brand management.

Research Interests