商学悦道论坛
2025年第12期，总第71期
时间：12月10日（星期三），9：00-11:30
地点：新主楼A1148
题目1：Let Me Show You What Your Tips Can Do! Materially Referenced Tip Recommendations Prompt Tipping
主讲人：孟陆，武汉大学副教授
题目2：He Loves the One He Has Invested in: The Effects of Mating Cues on Men’s and Women’s Sunk Cost Bias
主讲人：孙浩，中国科学技术大学副教授
邀请人：姚唐
报告1内容简介：
Given the emergence of new technologies (e.g., online payment systems) and new service contexts (e.g., app-based services), the use of tip recommendations is becoming increasingly prevalent. Based on one large secondary dataset analysis (176,237 food delivery orders) and nine experiments, this research identifies an effective and easily implementable tip recommendation design—materially referenced tip recommendations (i.e., referencing a product that financially equates to the suggested tip amount) to increase tips. The effect of materially referenced tip recommendations is sequentially driven by the vivid mental imagery of how the requested tips could be used by the recipient (i.e., the consequences of tipping for the recipient) and the heightened perception that tipping serves as a meaningful expression of gratitude to the recipient. This effect is attenuated when the referenced product is perceived as inappropriate for expressing gratitude to the tip recipient.
主讲人孟陆简介：
孟陆，武汉大学 经济与管理学院 长聘副教授，研究方向集中在视觉营销与旅游营销。在Journal of Consumer Research, Journal of Business Ethics,Tourism Management, Annals of Tourism Research, Journal of Travel Research, Journal of Advertising, Marketing Letters, Journal of Business Research, Psychology & Marketing以及在中文期刊：管理世界，心理学报，南开管理评论等中英文期刊接收和发表50多篇论文。主持国家自然科学基金和国家社会科学基金以及省部级项目5项。 担任Journal of Business Research编委。
报告2内容简介：
The sunk cost bias, i.e., people’s suboptimal tendency to continue to pursue previously invested options, has been found in many domains, and various mechanisms have been proposed. The current study offers a novel perspective for understanding sunk cost bias. Drawing on previous findings suggesting that sunk cost bias may be adaptive and promoted by fundamental motives, it is theorized that sunk cost bias may be a goal-oriented behavior in the mating domain and that this bias can extend to consumption domains (e.g., product/service with nonrefundable deposits, lotteries earned through prior effort, loyalty program memberships obtained through previous purchases) when mating cues are salient. One field study and seven experiments (six of which were pre-registered) demonstrated that mating cues strengthen an implemental mindset among men (vs. women). Consequently, men exhibit a stronger sunk cost bias in consumption when mating cues are salient. However, this effect was not found among women due to differences in their mating tactics. In addition, this paper distinguishes sunk cost effect from status quo bias and rules out multiple alternative explanations for the results (including affect, overconfidence, the investment-payoff link, persistence, perceived morality, shame, guilt, and disgust associated with abandoning the original option).
主讲人孙浩简介：
孙浩，现任中国科学技术大学科技商学院/管理学院特任副教授，厦门大学管理学博士，曾公派至英国华威大学访学。研究方向为消费者心理与行为，重点关注沉没成本偏差、品牌管理、进化心理学、性别差异和社会影响等主题。研究课题获国家自然科学基金委青年项目、中国科学技术大学青年创新重点基金项目和中国科大全球合作拓展培育基金A类面上科研探索项目支持。研究成果曾在《Journal of Consumer Research》、《Journal of Business Ethics》、《Psychology & Marketing》和《Journal of Consumer Affairs》等期刊发表。曾受邀在海内外多所知名院校进行学术讲座或参与专家论坛。现受邀担任《International Journal of Information Management》、《Psychology & Marketing》、《Humanities & Social Sciences Communications》、《Service Science》、《管理学报》以及《心理学报》等期刊审稿人。
