To celebrate the 40th anniversary of the University of Macau, the Department of Management and Marketing (DMM) co-hosted a FBA Distinguished Scholar Seminar with Business Research and Training Centre (BRTC) in which the speaker is Prof. Giampaolo Viglia. Prof. Viglia is a Professor of Marketing at the University of Portsmouth in UK who also serves as the Associate Editor of Annals of Tourism Research and the Editor-in-Chief of Psychology & Marketing.
The topic of the seminar is “Measuring Real Behavior Going Beyond Intentions”. In the seminar, Prof. Viglia argued that favorable attitude of green purchases may not always be translated into actual behavior and the use of experiments was recommended to measure the actual behavior. He also shared his experience on how to conduct experiments with reasonable internal and external validity and reminded the audience of the caveats of this research method. The seminar was well-attended by faculty members and PhD students.
