东北大学建校100周年
工商管理学院系列学术报告第30场
报告题目：NOT ALL DISCOUNTS ARE CREATED EQUAL: POWER DISTANCE BELIEF AND LOCUS-OF-DISCOUNT IN A PRODUCT BUNDLE
报 告 人：肯塔基大学盖顿商学院陈海澎 教授
报告时间：2023年5月24日（周三）09:00~10:30
报告地点：文管学馆 B306
报告摘要：
This paper examines the relationship between power distance belief (PDB) – the tendency to accept and endorse inequalities – and preference for a discount on the focal (vs. tie-in) product in a product bundle. The findings show that high PDB consumers prefer a discount on the focal (vs. tie-in) product in a bundle, whereas low PDB consumers’ preference is not affected by the locus-of-discount. This difference is driven by the greater tendency to differentiate among high (vs. low) PDB consumers. Furthermore, contextual factors that affect consumers’ differentiation tendency, including consumers’ prioritization tendency and their focus on dissimilarity, set boundary conditions for the impact of PDB on consumers’ locus-of-discount preference. We conduct multiple studies (including a field experiment) to provide empirical support to these predictions. Implications for theory and practice are discussed.
报告人简介：
陈海澎，现任职于美国肯塔基大学盖顿商学院，是市场营销学冠名教授。陈教授是Journal of Consumer Research 和 Journal of Retailing 副主编，Decision Sciences部门主编，也是2022年ACR会议（丹佛）和SCP全球消费者精品会议（新加坡）联合主席，JACR行为定价特刊联合主编。
陈教授的主要研究方向为行为决策理论（BDT）和定价策略，研究兴趣主要集中在消费者和管理决策方面。曾在Journal of Consumer Research、Journal of Marketing、Journal of Marketing Research、Marketing Science、Management Science、Strategic Management Journal、Information Systems Research、Journal of Consumer Psychology、Journal of the Academy of Marketing Science、Review of Economics and Statistics、Journal of Monetary Economics和Economica等多个国际顶级学术期刊上发表研究成果并多次获得国际营销界顶级学报、美国市场营销科学研究院等颁发的学术荣誉及奖励。其中包括2020年肯塔基大学研究教授奖、2018RMR长期贡献奖、2012ACR最佳竞争性论文奖、2010Ricky W. Griffin杰出研究成就奖、Mays研究奖学金（2007-2010，2011-2014）、2007年美国市场营销科学研究学院（MSI）青年学者称号（此奖项是授予“市场营销学界下一代学术带头人”）、2001年ACR/Sheth基金会学位论文奖（公共政策研究主题的共同获奖者）等。
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