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北京科技大学姚卿副教授——不同思维取向的心理差异及对营销决策的影响

发布时间: 2018/11/26 10:01:28     点击次数:次   打印本页

商学悦道@工商管理学术论坛 第八期

题目:不同思维取向的心理差异及对营销决策的影响

Title: Psychology differences among mindset orientations and the consequences in varied consumer decisions

主讲人:姚卿副教授 北京科技大学东凌经济管理学院

Presenter:Associate Prof. Qing Yao

Donlinks School of Economics and Management

University of Science & Technology Beijing

主持人:黄劲松副教授

时间:2018112812:00-14:00

地点:北航新主楼AA1048

摘要:

本研究通过一系列严格的行为学实验,研究购物卡与现金两种支付模式对消费者产品评价的影响及其作用机制。研究发现,持购物卡的消费者倾向于用具体、表面和局部的特征对事件进行表征,即低解释水平,而付现金的消费者倾向于以抽象、本质和总体的特征对事件进行表征,即高解释水平。上述消费者自身信息处理方式的变化进一步对产品评价产生影响:对于与自身信息处理方式相一致的产品信息评价更高。就是说,相比于以高解释水平进行描述的产品,持购物卡的消费者将会对用低解释水平进行描述的产品产生更积极的评价;对付现金的消费者,以高解释水平进行构建的信息会收到更好的效果。内在原因在于,在处理与自身信息处理方式相一致的信息时,消费者的卷入程度更高,卷入程度是信息一致性效应的中介变量。

This research investigates the relationship between types of financial gifts and evaluations of products’ advertisement messages designed at different construal levels. Based on the theory of goal-related mind-sets, the authors propose that gifted cash recipients are more likely to activate the first subgoal of the shopping procedure or script (deciding whether to buy something) and thus more likely to construe information at abstract, high-levels, whereas gift card recipients are more likely to adopt a latter subgoal or decisional stage (deciding which to buy, where, when and how to act and so on) and thus more likely to construe information at concrete, low-levels. Further, fit (vs. non-fit) between the gift recipients’ mind-set and the construal level at which product information is represented can typically lead to more favorable attitudes toward the advocated product, because fit enhances engagement that in turn intensifies reactions. Five studies demonstrate the proposed fit effect as well as provide support for their theoretical explanation.

主讲人简介:

姚卿,北京科技大学东凌经济管理学院工商管理系副教授、副系主任。2012年毕业于清华大学经济管理学院市场营销系。主要研究领域为消费者行为、消费者决策制定、品牌管理、广告与促销管理、行为经济学在营销的应用。在Journal of Retailing、European Journal of Marketing、《心理学报》、《管理评论》、《营销科学学报》等国内外优秀学术刊物上发表多篇学术论文。为本科生、研究生、MBA和国际MBA等学员群体讲授消费者行为学、营销管理、营销渠道设计与管理、市场调查与预测等课程。

Qing Yao, received her Ph.D. in Marketing from Tsinghua University in 2012. She is now an Associated Professor and the Associate Chair of Business Administration Department at Donlinks School of Economics and Management, University of Science and Technology Beijing. Her main research areas include consumer behavior, consumer decision making, branding strategy, and advertising and promotion strategy. She has published papers in leading journals including Journal of Retailing, European Journal of Marketing, Acta Psychologica Sinica (in Chinese), Business Review (in Chinese) and Journal of Marketing Science (in Chinese). Currently, she is teaching courses on Consumer Behavior, Marketing Management, Design and Management of Marketing Channels, Marketing Research Methods at both Undergraduate and MBA levels.