市场营销学系学术讲座

 

时    间:2022年11月29日(周二)13:30-15:00

地    点:思源教授楼624室   腾讯会议号: 731 534 329   密码:221129

主    题:Better Together: How Clustering Can Attenuate Hedonic Decline

主讲人:Jinjie Chen   Assistant Professor of Marketing College of Business

              香港城市大学

主持人:许梦然 青年副研究员

摘    要:

How should consumers sequence the different stimuli they consume: by clustering each stimulus together, or by intermixing them for local variety? Surprisingly, prior literature has provided little insight into this question, even though consumers face it on a regular basis. Some past work on adaptation and variety only indirectly suggests that greater local variety could temporarily slow any decline in enjoyment. Alternatively, we propose that clustering each stimulus type together can instead sometimes prolong enjoyment (vs. intermixing the types), which six studies confirm using short aesthetic experiences. This happens because experiencing the same stimulus consecutively leads to a focus on more details during each exposure, while intermixing variety hampers this attention. Greater attention to these varied details then prolongs the enjoyment of the entire experience. We also establish two boundary conditions for this effect: clustering does not slow hedonic decline in the presence of regular intervening distractions, or for impoverished stimuli lacking rich details. The present work is among the first to examine the interplay of consumption sequence and hedonic decline, and the findings provide consumers and firms with practical guidance on how to consider sequencing experiences to enjoy them longer.

 

主讲人简介:

Jinjie (J.J.) Chen is an Assistant Professor of Marketing at the College of Business, City University of Hong Kong. He received his Ph.D. in Marketing from the Carlson School of Management, University of Minnesota; M.S. in Marketing from the Mays Business School, Texas A&M University, and B.S.B. in Marketing from the Farmer School of Business, Miami University.

J.J.'s research focuses on how environmental, contextual, psychological, and marketing factors can affect consumer enjoyment. His research also examines norms and violations in the marketplace and their implications. His work in these areas has been published and/or is under review at premier psychology and marketing journals. His work has also been presented at several major conferences. He has received several awards for his research and teaching achievements.

 

市场营销学系

2022-11-23