Michelle
F.
Weinberger
Assistant Professor
Michelle Weinberger joined the Medill faculty in 2009 as an assistant professor of Integrated Marketing Communications with a specialization in consumer insights. Her research focuses on understanding the meaning behind consumer action and the ways consumption and collective rituals fit into daily life. She believes that by deeply understanding what people know (cultural knowledge) and how that shapes what they struggle with and aim to accomplish, companies and organizations can develop better products and services to help them achieve their goals.
Weinberger is trained in both quantitative and qualitative research methods. She is an expert in ethnography, depth interview techniques, and qualitative data analysis, which help her see life through the eyes of consumers.
Weinberger has worked in New York for Time Inc. in their Home Entertainment division and in Washington D.C. for CARMA International as a Media Research Analyst. At CARMA, she used quantitative research methods and reported qualitative insights on the key issues and messages about firms and industries in the media, as well as the success of crisis management and media campaigns. She managed projects, analyzed data, wrote and designed easy to digest reports, and worked closely with clients to understand their needs and goals.
For more information on her research projects or work experience, refer to Weinberger’s vita.
Education
Ph.D., University of Arizona, Department of Marketing (Minor in Sociology)
Teaching Philosophy
Michelle Weinberger’s teaching philosophy centers on deep understanding. Beyond memorization, she encourages students to apply their new knowledge to the world around them throughout the course. Recognizing that learning styles are varied, she presents the material through a variety of pedagogical techniques. She uses individual assignments in firms, shops, and consumer homes, in and out of class group exercises, lectures, case studies, topically relevant video material, and advertising analysis.
Her hallmark as an instructor is her enthusiasm. Students report that this comes through in class activities, the lectures, and meetings with project groups where she discusses their ideas. Weinberger’s experience working for clients at both Fortune 500 companies and small firms also provides fodder for examples and class discussions. Students report that this has helped them to conceptualize information in practical terms and facilitates vivid understanding of the concepts in the text. Most importantly, she aims to cultivate an environment of mutual respect, believing that when students are engaged and feel respected, they are more motivated to learn.
Office
MTC 3-117
Phone
847-491-8907
Email
m-weinberger@northwestern.edu
Course Info
IMC 300-0 Consumer Insight and Communications Research Methods
IMC 455-0 Consumer Insight
Research
Research Focus
Deep understanding of sociological aspects of consumer action, such as:
Cultural knowledge and its impact on consumers and firms
Consumption of experiences
Social class and consumption
Collective ritual consumption and community
Corporate and interpersonal gift-giving
Current Research Projects
Cultural Knowledge as a Resource Activator
(working draft, target: Journal of Marketing with Robert Lusch)
Reconstructing Culture and Community: The Role of Gift Tradition in Contemporary Culture
(revising for Journal of Consumer Research with Melanie Wallendorf)
Cultivating Capital through the Consumption of Experiences
(working draft, target: American Sociological Review)
Non-Participation in Consumption Rituals: Consumption Responses to Cultural Divides
(working draft, target Journal of Consumer Research)
Professional Associations
American Marketing Association
Association for Consumer Research
American Sociological Association
Consumer Studies Research Network
Professional Service
Journal of Consumer Research, Trainee Reviewer, 2007-08
New Doctoral Student Coordinator, Elected, 2006-07, 2007-08
Consumer Culture Theory Conference, Reviewer, 2007, 2009
Association for Consumer Research Conference, Reviewer, 2006-07
Asia Pacific 2006, Europe 2007, North America 2007
Awards / Professional Organizations
University of Arizona Outstanding Graduate/Teaching Award, 2009
AMA Sheth Foundation Doctoral Consortium Fellow (Columbia, MO), 2008
Dean’s Research Award; Dean’s Service Award, 2008
Eller College of Management Awards, selected by Dean’s office
Lyle and Roslyn Payne Outstanding Marketing Doctoral Student Award, 2007
Research funding, winner selected by national jury of marketing academics
National merit-based P.E.O. Scholars Award, finalist, 2007
Research funding for graduate students based on research and service
Phi Beta Kappa, University of Delaware 2001
Publications / Presentations
Weinberger, Michelle F. and Melanie Wallendorf, “Reconstructing Culture and Community: The Role of Gift Tradition in Contemporary Culture,” Journal of Consumer Research, second submission invited. (paper available upon request)
Weinberger, Michelle F. (2008), “Non-Participation in Dominant Ritual Activity: A Cultural Sociology Perspective,” presented at the Consumer Culture Theory Conference, Boston, June.
Weinberger, Michelle F. (2008), “Experiential and Material Consumption: A Cultural Perspective on Experientialism,” in Angela Y. Lee and Dilip Soman (eds.), Advances in Consumer Research, Vol. 35 (forthcoming).
Weinberger, Michelle F. and Melanie Wallendorf (2007), “Market Discourses of Community and Solidarity: Manifest and Latent Effects of Cultural Maintenance,” presented at the American Sociological Association pre-conference of the Consumer Studies Research Network, New York, August.
Weinberger, Michelle F. and Melanie Wallendorf (2007), “The Gift and Social Structure: Solidarity around Inequality,” presented at the Consumer Culture Theory Conference, Toronto, June.
Weinberger, Michelle F. and Melanie Wallendorf, (2007), “Tradition and Renewal: Reconstruction of Culture through Consumption,” in Gavan J. Fitzsimons and Vicki G. Morwitz (eds.), Advances for Consumer Research, Vol. 34., pp. 218 – 221.