市场营销学系学术讲座（12月5日）

时   间：2024年12月5日13:30-15:00  

地   点：思源教授楼624室

主   题：Reality Distance: Conceptualization, Measurement, and Implications for Consumer Research

主讲人：汪嘉倩 助理教授，National University of Singapore

主持人：余伊琦 青年副研究员

摘   要：

Recent technological advances, cultural trends, and sociopolitical climates have created an increasing number of alternatives to and variations of “reality,” making the concept of reality blurrier and more subjective. The present research reviews extant perspectives on reality across disciplines to provide a synthesized conceptualization of reality. Moreover, a novel construct—"reality distance”—is proposed to capture consumers’ perception that their experienced reality is outside of (vs. grounded in) objective reality. We advance two major antecedents to reality distance (i.e., experience rarity, sensory fallacy) and develop a six-item Reality Distance Scale (RDS) to measure the construct. Eleven studies using samples from different populations (N = 3,704) demonstrate the scale’s validity and reliability and situate the construct within a broader nomological network. The studies then showcase the relevance of reality distance in consumer research by documenting how the scale predicts consumer preferences and behaviors in varioius domains. We discuss the implications of the work and suggest directions for future research to unlock the theoretical and practical potential of reality distance in consumer research.

简   介：

Dr. Jane Jiaqian Wang is an Assistant Professor of Marketing at National University of Singapore NUS Business School. She earned her PhD and M.S. in Marketing from Northwestern University Kellogg School of Management after obtaining an M.A. in Social Sciences in Psychology from The University of Chicago. Before her graduate studies, she received a B.M. in Marketing and a B.A. in Theory and History of Arts from Peking University and interned at prominent consulting firms and PR agencies.

Dr. Wang's research explores the psychology of self-identity, physical appearance, and morality within consumer behavior, healthcare, as well as diversity, equity, and inclusion. For instance, her work investigates how self-concept clarity—understanding oneself well—affects consumers' interest in cosmetic procedures and moral decision-making. She also examines the effectiveness of fashion brands' body-inclusive initiatives, including disability representation and plus-size representation. Her work has been published in leading marketing and psychology journals.

市场营销学系

2024-11-20