What drives us to consume, and who shapes our choices – parents, peers, or culture? In this episode of Dialogue with the Dean, Julian Birkinshaw sits down with June Cotte, Kraft Professor of Marketing at Ivey, to unravel the surprising forces behind consumer behaviour.

Spotlighting key research from June’s distinguished career, this lively discussion uncovers surprising ways parents influence innovation adoption, reveals smart strategies for entrepreneurs seeking crowdfunding success, and unpacks the influence of online reviews. It also explores AI’s transformative role in academia and highlights the market trends shaping not just today, but the future.

Whether you’re a business leader or simply curious about what drives our decisions, this episode offers a compelling lens into the evolving world of consumer behaviour.