市场营销学系学术讲座

时   间：2024年11月5日10:00-11:30

地   点：史带楼 303

主   题：Implicit Product Claims: The Role of Motivated Beliefs

主讲人：Anthony Dukes  Professor of Marketing

              Marshall School of Business, University of Southern California

主持人：庄雷 青年副研究员

摘   要：

An implicit product claim is one that is suggested by the marketer but is not overtly asserted. For example, a package may employ a minimalist design and images of nature, which the consumer can use to convince themselves that the product is environmentally friendlier than alternatives. We build an economic framework that incorporates motivated beliefs to show how deception can arise in equilibrium because of the consumer’s desire to feel positive about their choice. Our framework will be then used to (i) investigate how an implicit product claim affects the firm’s incentive to make tangible product improvements; (ii) reassess the “reasonable consumer standard” in deceptive advertising litigation.

简   介:

Anthony Dukes is the Robert E. Brooker Chair and Professor of Marketing at the University of Southern California. He studies retailing and e-commerce platforms with particular attention to pricing, marketing, law and antitrust. Professor Dukes’ research appears in leading academic journals such as Journal of Marketing Research, Management Science, and Marketing Science. At USC, he teaches graduate classes in pricing and in marketing analytics and is Co-Director of the USC Initiative on Digital Competition. Professor Dukes is currently a Senior Editor at the journal Marketing Science.

市场营销学系

2024-11-1