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Colin Gabler to present “To Buy or Not to Buy, That is the Question” at Sept. 27 Café Conversation

Camelia Post-Abulawi | Sep 20, 2017

What is more important to you, price or product? Do you experience regret when you miss a sale? Why does Black Friday drive people crazy? 

According to Colin Gabler, assistant professor of marketing at Ohio University, we make decisions all the time about what to buy and when to buy it. Gabler’s research investigates the risk associated with this decision, and he hopes to determine how businesses can use people’s buying practices to create better pricing strategies.

At his Café Conversation, “To Buy or Not to Buy, That is the Question,” at 5 p.m. on Wed., Sept. 27 in Baker Center Front Room, Gabler will examine this dilemma that haunts every indecisive shopper. According to Gabler, some people are willing to wait to purchase a product and look for a greater discount; others are so afraid of losing the product that they impulsively buy it.

“While people experience high levels of regret when they overpay for products, often this feeling is even deeper when they lose the chance to buy it altogether,” says Gabler.

Have you ever wondered what drives you to make certain purchases?  If so, check out this Cafe Conversation to engage in experiments, explore marketing tactics and tap into your own brain to uncover why you buy what you buy. 

Science Cafés are part of Ohio University’s Café Series, Wednesdays at the Baker Center Front Room. The series provides a venue for students to informally share their interests during a conversational exchange with faculty presenters, staff and the Athens community. Free coffee is offered to the first 50 attendees, and participants who ask questions can win a free t-shirt.

The series is supported by the Ohio University Research Division and Sigma Xi.

Learn more! Watch the 1-minute Café Series video:


For the schedule of fall semester speakers and access to livestreaming of the event, visit http://www.ohio.edu/sciencecafe     and     http://livestream.com/ohiocas.