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讲座:Product Sharing Lowers Product Efficacy Expectations Through Causal Essence Loss

发布者:营销系    发布时间:2020-11-10

题 目:Product Sharing Lowers Product Efficacy Expectations Through Causal Essence Loss

嘉 宾:THOMAS KRAMER, Professor, University of California, Riverside

主持人:王良燕  教授  上海交通大学安泰经济与管理学院

时 间:2020123日(周四) 10:00-11:30

地 点:ZOOM会议(校内师生如需会议号和密码,请于122日下午15点前发送电邮至 marketing@acem.sjtu.edu.cn获取)

内容简介:

We contribute to the growing body of research on shared consumption by examining the influence of product sharing on consumers’ judgments of product efficacy. We suggest and find that when an exhaustible product is shared with strangers, a heightened sense of loss arises such that the product’s causal essence – properties that make it “work” – is perceived to be reduced, rendering the product less effective. We support the reduced efficacy of a shared product and demonstrate the underlying process that drives this effect over a series of five studies. Across the set of studies, we support the existence of an alternative (non-viral) conception of essence transfer such that the focus is on what is lost from a target product rather than what is added to the product by other users. Our findings also suggest that the detrimental effect of sharing extends beyond judgments of product efficacy to influence consumers’ purchase intentions and their likelihood to recommend the product to a friend.

演讲人简介

Thomas Kramer is a Professor of Marketing at the School of Business at the University of California, Riverside. He received his Ph.D. degree from Stanford University and his MBA and Bachelor’s degrees from Baruch College, CUNY. Prior to joining the University of California, Riverside in 2015, he was a faculty member at Baruch College from 2003 to 2010, and at the University of South Carolina from 2010 to 2015. He was appointed associate dean for the undergraduate program for UCR’s School of Business in 2019.

Professor Kramer’s research interests focus on examining factors that influence preference construction and subsequent decision-making, including extraordinary consumer beliefs (such as superstitious, magical, fateful, or karmic beliefs), biases, and heuristics. He has published 33 articles, and his research has appeared in top marketing and decision-making journals, including the Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Consumer Psychology, and Organizational Behavior and Human Decision Processes.

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