MCS*6950 Seminar

Dante M. Pirouz, from the University of Western Ontario's Richard Ivey School of Business, will be presenting at the next MCS*6950 seminar, being held on Wednesday, October 26. Her presentation is entitled, "An Overview of Consumer Neuroscience," and her bio is listed below: Dante M. Pirouz is an Assistant Professor of Marketing at the Richard Ivey School of Business. In 2010, Professor Pirouz earned her Ph.D. from the Paul Merage School of Business at the University of California, Irvine. Previously she received a B.A. from the University of California, Los Angeles, an M.A. from the University of Pennsylvania, and an M.B.A. from the Wharton School of Business. Dante also has over 10 years of corporate experience working internationally for firms in advertising, marketing, and new business development. Professor Pirouz is interested in the “dark side” of risky consumer behavior. She uses both neuroscience and cognitive science tools and theories to examine this important research area. Her dissertation, “The Dark Side of Product Attachment: Reactivity of Non-users and Users to Addictive Product Advertising,” looks at the effect of advertising on cigarette smokers and non-smokers using brain images generated by functional magnetic resonance imaging (fMRI).