Bauer Business Minds: Research for the Real World.
Bauer Business Minds: Research for the Real World - C. T. Bauer College of Business, University of Houston

In this edition of our newsletter, I am pleased to share interesting new research on (1) the emerging trend of inclusive design in the development of products, services and experiences to cater to the needs of a more diverse consumer base, and (2) how mortality salience shaped CEO decisions during the pandemic.

As I read these articles, I was reminded of something Albert Einstein said about the pursuit of new knowledge, something we do every day here at Bauer: “To raise new questions, new possibilities, to regard old problems from a new angle, requires creative imagination and marks real advance in science.”

Happy reading!

Dr. Vanessa Patrick
Associate Dean of Research
Bauer Professor of Marketing

Dr. Vanessa Patrick

Designing for All

Research from the C. T. Bauer College of Business published in the Journal of Consumer Psychology examines the consumer response to being (unintentional) excluded by the way a product or service is designed. “Inclusive design considers the needs and capabilities of the whole population to decrease the actual or perceived mismatch between the user and the design object,” writes Associate Dean of Research Vanessa Patrick and a co-author in “Designing for All: Consumer Response to Inclusive Design.”

Dr. Vanessa Patrick

Shaping CEO’s Responses

Assistant Professor Shih-chi (Sana) Chiu of the Bauer College Department of Management & Leadership recently published a study that examines how CEOs’ mortality salience, or death awareness, influenced their business decisions during the pandemic.

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