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The Fourth Annual Consumer Research Symposium: Exploring the Latest Consumer Insights

發布時間:2019-06-21 13:59:35 來源: 瀏覽次數:

 

TimeJune 25,2019  9:00-17:00

VenueCunzhong Hall of Qizhen Hotel, School of Management, Zijin Gang   Campus Zhejiang University, Hangzhou, China

OrganizerDepartment of Marketing, School of Management, Zhejiang University

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Angela Y. Lee

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Mechthild Esser Nemmers Professor of Marketing, Northwestern University

Title: More Unequal, Less Prosocial: Inequality Undermines Prosocial Behaviors

Abstract

Recent decades have witnessed a worldwide rise in inequality. Extant literature shows that inequality harms economic development, breeds crimes, depresses social mobility by undermining education opportunities, hurts physical and mental health by heightening stress, and lowers happiness by eroding trust (The Equality Trust, 2019). Yet, as those at the bottom focus on enhancing their status, those on top may hinder efforts to reduce inequality for fear of losing their privileged status (Jetten et al., 2017). The implication is that societal inequality encourages self-focused but suppresses other-focused behaviors. The current research examines the relationship between inequality and prosocial behavior. The results of four studies provide support for our hypothesis that societal inequality discourages prosocial behaviors.

 

Iris Hung

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Professor,Department of Marketing,School of Management, Fudan University

Title: Creative Thinking Facilitates Perspective Taking

Abstract:

The authors propose that individuals’ dispositions for perspective taking may be facilitated by creative thinking, which involves a cognitive procedure with shifting angles and generating multiple solutions to a problem. Specifically, engaging in creative thinking in an incidental situation may activate a general procedure of shifting perspectives, giving rise to a perspective-shifting mindset, which enhances an individual’s tendency to take the perspective of targets described in a subsequently encountered, unrelated message; and this consequently affects the message impact. A pilot study shows that creativity personality is positively correlated with the tendency of spatial and conceptual perspective-taking. In addition, in various persuasive contexts that involve real donations and brand evaluations, the present research shows that participants who adopted creative thinking (vs. control) were more likely to take the perspective of a target described in (a) a charity appeal, and (b) commercial messages. They were more likely to (a) make a donation, (b) evaluate a brand more favorably, and (c) ascribe characteristics of the target to the self. The hypothesized effect is moderated by the nature of the context—whether or not a shift of perspective in processing the message is required.

 

Xun(Irene) Huang

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Assistant Professor,College of Business, Nanyang Business School

Title: Making Comparisons Impedes Prosocial Behavior

Abstract:

People are often asked to help victims of misfortune. Their willingness to do so can be influenced by incidental situational factors that are quite unrelated to the victims or the circumstances confronting them. Five studies of individuals’ responses to donation appeals show that making comparisons in an obviously unrelated nonsocial domain can activate a comparative mindset and that this mindset, once activated, can reduce empathy for the victims and decrease the likelihood of helping them. This tendency is evident in both reactions to hypothetical situations and actual donation behavior.

 

Han Gong
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Assistant Professor,Business School of Shanghai University of Finance and Economics

Title: The Effect of Empty Space on Choice Deferral

Abstract:

Empty space is an elemental component on all visual communications. While past work has demonstrated the impacts of empty space on consumer perception and judgment, the current project provides converging evidence that empty space surrounding a given choice set can also affect decision-making processes. Specifically, we show that when the space in a decision context (e.g., the margin of an online shopping website) is substantial, consumers are more likely to bring to mind alternatives that are absent from the given choice set and therefore defer to make a choice. Results from six studies support the proposed effect. Our findings confirm that this space effect on choice deferral is driven by thoughts related to unavailable alternatives, not by gathering more information about existing alternatives. Finally, we demonstrate that the effect gets mitigated when the decision concerns whether or not to buy a particular option instead of choosing among multiple options, which sheds more light on the circumstances under which the effect will occur.

 

Lili Wang

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Associate Professor of Marketing,School of Management, Zhejiang University

Title: Good on paper: How the Medium of Action Influences Self-Control

Abstract:

The present research explores the effect of using paper (vs. digital device) as a medium of action on self-control. We find that consumers perceive their actions on paper (vs. a digital device) as more as self-diagnostic and thus are more likely to exercise self-control for action performed on paper.

 

Yixia Sun

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ZJU100 Young Professor,School of Management, Zhejiang University

Title: The Oreo Effect: Ritualistic Behavior Decreases Loneliness by Making Life More Meaningful

Abstract

Despite the prevalence of loneliness and the negative consequences associated with it, loneliness has received surprisingly little attention in the marketing literature. Based on research showing that lonely people often lack meaning in their life, we propose that ritualistic behavior that involves consumer products may reduce loneliness by making life more meaningful. Specifically, a series of studies finds that engaging in even trivial, unknown ritualistic behavior reduces loneliness among lonely, but not among calm or angry, consumers. Support for the important role of meaningfulness comes from results showing that the effect of rituals on loneliness is mediated by meaning in life, and that ritualistic behaviors no longer impact loneliness when the experience of meaningfulness can be derived incidentally.

 

 

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