市场营销学系学术讲座

 

时    间:2022年9月20日(周二)14:45-16:30

地    点:思源教授楼624

腾讯会议号:550 793 595   密码:220920

主持人许梦然 青年副研究员,复旦大学管理学院

主    题:Maximizing strengths or fixing weaknesses? A preference gap between product providers and product choosers

主讲人涂艳苹 副教授,北京大学光华管理学院

 

摘    要:

As the sharing economy booms, more consumers become product providers in C2C transactions who constantly improve their product offerings, which have both relative strengths and weaknesses. Do product providers prioritize maximizing strengths and fixing weaknesses optimally? Nine experiments (N = 4706; 5 preregistered) document a preference mismatch: providers prioritize fixing the weakness more than choosers would appreciate. This is because product providers attend more to the weakness than choosers do (i.e., an attention gap), overestimating its impact on choosers’ decisions. Consistent with this theorizing, the preference mismatch attenuates (1) when the weakness attribute is more important than the strength attribute, in which case choosers’ attention to the weakness catches up with providers’, and (2) when the weakness is not alarmingly negative, in which case providers’ attention to the weakness is low in the first place. Furthermore, guiding providers to attend to the impacts of both the strength and the weakness can serve as an intervention to reduce this preference mismatch. Together, this research offers the first behavioral analysis of the product improvement decisions in the C2C context, providing both descriptive and prescriptive insights.

主讲人简介

涂艳苹,副教授、博士生导师。北京大学学士;芝加哥大学博士。研究关注营销决策与消费者决策,社交情境下的营销与消费,品牌管理,以及消费者幸福感。研究成果发表于Journal of Consumer Research,Journal of Marketing Research,Production and Operations Management,Journal of Personality and Social Psychology等营销学、管理学,和心理学顶级期刊,也被The New York Times, Harvard Business Review, The Economist, Scientific American, NPR, Fast Company等媒体报导。任《心理学报》编委(2018-至今)。

 

 

市场营销学系

2022-9-16