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Professor Babak Taheri Inaugural Lecture

Consumers’ Engaging Experiences: My Story

Babak Taheri
Networking | Public lectures

In this lecture, Professor Taheri will explain how he has undertaken several projects with service providers to explore and subsequently gain an in-depth and contextualised understanding of the consumer engaging experiences, as well as the consequence of such interactions. The results of which have enabled the service providers to provide deeper engagement and thus a more profound sense of value in the consumers.

  • From: Wednesday 25 January 2023, 5.30 pm
  • To: Wednesday 25 January 2023, 7.30 pm
  • Registration: 5.30 pm
  • Location: Lecture Theatre 4, Newton Building, Goldsmith Street, Nottingham, NG1 4BU
  • Booking deadline: Wednesday 18 January 2023, 12.00 am
  • Download this event to your calendar

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Event details

The service sector has shifted from passive consumption to a more engaging service space. Now, consumers are in search of enjoyable, engaging, and transformative activities. Engagement, however different can take place everywhere - from sports facilities to culture heritage sites - frequently allowing people to step outside themselves and adopt a new, but temporary, mode of being.

In this context, engagement refers to a sense of involvement, stemming from an immersive response to stimuli.  This engagement can be a solitary experience or even a communal one when participating in social consumption activities / places. This form of engagement means that consumers assess the value created via their opinion on the experience, how they participated in it and how their expectations were surpassed.

Babak Taheri is a Professor of Marketing and Co-Director of Marketing & Consumer Studies Research Centre (MACS) at Nottingham Business School and has held a number academic and research leadership positions in the past. Previously, he worked at Heriot-Watt University, Durham University and University of Strathclyde. He is also Honorary Professor of Marketing in Business School at University of Aberdeen.

He has an established reputation in the marketing field with a specific expertise in consumer engagement, services marketing management, and tourism, leisure and cultural consumption. The innovative nature of his research traces to multi-disciplinary work and to methodologically robust measurement and assessment of key concepts.

He has published consistently in internationally rated top-tier journals with high impact factors (over 100 academic publications) and held funds from bodies in the EU and UK such as Horizon 2020 and Innovate UK Research Grant – KTP. Prof. Taheri currently serves as Senior Editor for Tourism Management Perspectives and Associate Editor for: The Service Industries Journal and International Journal of Contemporary Hospitality Management. He also is on the editorial review board of several social science journals, including the Journal of Business Research and Journal of Travel Research.


6 pm

Registration and welcome refreshments

6.30 pm

Welcome talk

6.35 pm

Lecture begins

7.20 pm

Close and thanks by Associate Dean for Research

7.30 pm

Drinks reception

8 pm


Location details


Newton Building
Goldsmith Street


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Travel Info:

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