讲座活动

首页  >  新闻中心  >  讲座活动
2018/1月 9

市场营销系学术讲座系列第八十九讲

市场营销系学术讲座系列第八十九讲
开始时间:2018-01-09 14:00
活动地点:明德商学楼1008室
联 系 人:
联系方式:
状态: 已结束

主 题1:Design a Package to Upgrade Your Brand: The Effect of Package Shape on Brand Status Perception and Brand Choice

主讲人:陈欢

内容简介:

This research examines the effect of package shape on consumer perception of brand status and the underlying process from the lay theory perspective. Across four studies, we show that a tall, slender package creates the perception of higher brand status for a product than does a short, wide package holding the same amount of product. We also demonstrate that this effect is driven by the consumer lay theory that a person’s body shape is associated with his or her socioeconomic status. Furthermore, we identify product user as a boundary condition for the package-shape effect and demonstrate its downstream implications for brand choice.

主讲人简介:

陈欢同学于2013年获得中国人民大学市场营销硕士学位,曾在美国伊利诺伊香槟分校商学院交流访问一年,目前为中国人民大学市场营销专业在读博士。她的研究兴趣主要集中在不同的权力状态如何影响消费者的偏好和选择,以及产品的视觉线索如何影响消费者的感知和行为。

主 题2:Magic numbers: Expressing information in odd numbers increases preference for healthy products

主讲人: 吴莹皓

内容简介:

Would numerical information of products influence consumers’ preference for healthy food? More specifically, can expressing product information in odd numbers, compared with in even numbers, increase the attractiveness of healthy food? Imagine the experience when you go to a supermarket to buy some healthy bread, you find two kinds of wholegrain bread available. They have similar nutritional components but different length of expiration dates. One has a five-day shelf life, whereas the other has a six-day shelf life. Which one will you buy? In this research, we first discussed distinctions between odd and even numbers, and intuitions that consumers held of healthy food and ordinary food. Then based on processing fluency, we analyzed why marketing communication in odd numbers increased preference for healthy food.

主讲人简介:

吴莹皓是中国人民大学2015级市场营销硕博连读班一员,目前为中国人民大学市场营销专业硕士3年级(博士1年级)学生,并将于2018年获得中国人民大学市场营销硕士学位。她的主要研究兴趣为消费者判断和决策行为。