hjc888黄金城
市场营销系
学术报告
主讲人：韩国SolBridge国际商学院 揭赟 副教授
报告题目：Consumers Prefer MerelyNewer Options
报告时间：2018年11月30日（星期五）9:00-11:00
报告地点：东北大学浑南校区文管学馆B 306
揭赟副教授简介：博士，韩国SolBridge国际商学院副教授。2017年毕业于加州大学河滨分校。主要研究兴趣有消费者判断、决策和行为经济学。他的成果发表于Journal of Business Research 和Journal ofBrand Management等国际期刊。曾被耶鲁大学和哈佛大学邀请报告其相关究内容。
讲座摘要：Consumers may prefer newer options for manyreasons—e.g., trendiness, freshness, or advances over their older counterparts.However, we propose and show evidence that people prefer chronologically newerthings independent of these rational inferences. Consumers even prefer newerthings in contexts for which newer clearly cannot be better, such as die rollsand coin tosses. People prefer even merelynewer options because: (1) More recent dates are more salient because they aretemporally closer to the present moment, which serves as a focal point forattention; (2) When choosing between options, people tend to first considerreasons supporting the most salient option; (3) All else equal, people tend toprefer the first-considered option because output interference disrupts theretrieval of reasons supporting subsequently considered options. We demonstratemere newness preferences in studies pitting essentially identical newer optionsversus older options that differ only on a chronological dimension. We providemoderation and mediation evidence for the mechanism, by reducing the relativesalience of the newer options, by asking people to consider older optionsfirst, and by examining preferences among future options. Finally, we show thatthe preference for merely newer options translates to higher willingness-to-payin a real purchase study.
This article is now under “revise & resubmission” at Journal ofConsumer Research. In addition to the article itself, the young scholar Dr. Jiewould like to share some his (limited) experience of SSCI journal submission.
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