On February 18, 2022, the American Marketing Association will commence its annual winter academic conference in Las Vegas, NV. This year's theme is “Reconnecting and Reconceiving the Marketplace.” They will explore ideas like how consumer behavior looks in a post-pandemic world, whether institutional changes in the marketplace will remain or fade, and how the consumer is changing.
Dr. Cabrini Pak, Assistant Professor of Marketing, will be there to present her findings from a recent study of the sandwich generation (SG). Her research offers two insights. First, social units of consumption, like SG families, may require more attention in the marketing literature. Second, the typical individual- or pair-focused methods used in marketing research may be insufficient to capture the dynamic of SG-influenced purchase decisions. Curious to learn more? Dr. Pak can be reached at 32pak@cua.edu.
Professor Cabrini Pak has over twenty years work experience in research, consulting, and management. She worked for such companies as Deloitte, Blue Cross Blue Shield of Massachusetts, UUNET, and Laboratory Corporation of America. She has also worked for or completed pro bono work for Catholic organizations, conducting research, writing grants, and offering strategic recommendations to leadership when called upon.