時(shí)間：11月14日（星期一）下午2:00-3:30
地點(diǎn)：#騰訊會(huì)議：979-293-641
報(bào)告人：中國(guó)人民大學(xué)龐雋 副教授
主講人簡(jiǎn)介：
龐雋，中國(guó)人民大學(xué)商學(xué)院市場(chǎng)營(yíng)銷(xiāo)系副教授，副系主任，北京大學(xué)光華偉德國(guó)際1946bv官網(wǎng)管理學(xué)博士。主要研究方向?yàn)樾录夹g(shù)環(huán)境下的消費(fèi)者心理與行為、社會(huì)因素對(duì)消費(fèi)行為的影響、感官營(yíng)銷(xiāo)、跨文化消費(fèi)心理與行為等。研究成果發(fā)表于Journal of Marketing，IMS Quarterly, Journal of the Academy of Marketing Science，Journal of Consumer Psychology，Journal of Retailing，International Journal of Research in Marketing，Marketing Letters, 《南開(kāi)管理評(píng)論》、《心理學(xué)報(bào)》、《營(yíng)銷(xiāo)科學(xué)學(xué)報(bào)》等國(guó)內(nèi)外一流學(xué)術(shù)期刊。多項(xiàng)國(guó)家自然科學(xué)基金項(xiàng)目主持人，《營(yíng)銷(xiāo)科學(xué)學(xué)報(bào)》編委，Psychology & Marketing, International Journal of Research in Marketing, 《心理學(xué)報(bào)》、《營(yíng)銷(xiāo)科學(xué)學(xué)報(bào)》，《管理評(píng)論》等多個(gè)學(xué)術(shù)期刊的評(píng)審專(zhuān)家。
報(bào)告內(nèi)容簡(jiǎn)介：
This research examines how purchase devices and product presentation (packaged versus unpackaged) jointly influence consumer choices on food. Across five studies with real behavior consequences, we show that direct-interface (vs. indirect-interface) devices increase consumer preference for packaged over unpackaged food products. The underlying process is that direct interactions with device screens create an illusion that one can physically touchfood products. This illusion raises concerns about food contamination to a greater extent for unpackaged food than for packaged food, which positively influence consumer preference for packaged food. Moreover, we show that the device effect is less salient when consumers purchase utilitarian (vs. hedonic) products, when they can (vs. cannot) customize products, and when the potential consumers are closer. These findings not only provide further evidence for the proposed mechanisms, and also identify the boundary conditions of the main effect.
（承辦：市場(chǎng)營(yíng)銷(xiāo)系、科研與學(xué)術(shù)交流中心）
