管理科学系系列讲座第305期

时    间：2022年11月7日（周一）  14:00-15:00

地    点：管理学院史带楼302室

主    题：Optimal News Search and Reporting

主讲人：朱毅  美国明尼苏达大学副教授

主持人：戴悦  复旦大学管理学院教授

摘   要：

Consumers often needs to search for multiple news articles before they decide. In this paper we investigate the consumer’s optimal news search behavior using a continuous-time model of gradual learning, as well as how a news website chooses its news reporting strategy to maximize consumer’s expected news search time since the website’s ad revenue may directly be affected by how much time consumer spends on it. A consumer not only values information learned from news search which can update her belief about a focal event but also prefers conforming news supporting her own opinion. A news website can choose the accuracy and slant of its news reporting in order to make consumers stay longer. By establishing a micro foundation for sequential news search, we model the consumer’s belief update by a continuous diffusion process and explicitly characterize the consumer’s expected search time, based on which we characterize the news website’s optimal reporting strategy. We show that (1) a consumer stops news search if her belief becomes certain enough; (2) a consumer with more extreme opinion may search for longer period of time even on a news website with opposite stance to her opinion; and (3) more accurate news is not necessarily more informative because it may also be more slanted. We also investigate how consumer’s characteristics affect the optimal news reporting strategy.

主讲人简介：

Yi Zhu is an Associate Professor of Marketing, Mary & Jim Lawrence Fellow at the University of Minnesota. He received his PhD in Business Administration from the University of Southern California (USC) in 2013. His research interests focus on the application of industrial organization models in marketing, online auctions, consumer search, advertising, media slant, sharing economy and Chinese economy. His recent works have appeared or forthcoming at Marketing Science, Management Science, Journal of Marketing Research and International Journal of Research in Marketing. Beyond academic publications.  Zhu is the recipient of the John D.C. Little Award for the best marketing paper published in Marketing Science or Management Science, the finalist for the Frank M. Bass Award for the best marketing paper derived from a Ph.D. thesis published in INFORMS journals, and the finalist for the Don Morrison Long Term Impact Award by ISMS twice (2021, 2022). He has been selected as a 2017 Marketing Science Institute (MSI) Young Scholars, a biennial award given to the most promising scholars in marketing who have distinguished themselves as potential leaders of the next generation of marketing academics, and the Marketing Science Institute (MSI) Scholars in 2022, a biennial award given to "top scholars helping to set the research agenda for the field".  In 2022, he was awarded for "Carlson School Teaching Award".

管理科学系

2022-11-04