报告题目：Chronological Cues and Consumers’ Preference for Mere Newness
报告人：揭赟博士（中山大学）
时间：2021年09月03日11:00-11:45
地点：管理学院A南304
报告内容摘要：
Chronological cues are ubiquitous in retail settings, whether they come in the form of production, release, on-shelf, or purchase dates, etc. Yet, they remain relatively underexplored in the marketing literature. Might consumers prefer options merely because they are newer, above and beyond any benefits conferred by newness? We propose and find in a series of eight preregistered studies (n = 2,216) that consumers prefer merely newer options—options tagged with newer chronological cues—over essentially identical older options across a wide range of product domains. We provide evidence that overgeneralization is one important driver of mere newness preferences: Most consumers hold positive (negative) associations with chronological newness (oldness) in an implicit association test, and mere newness preferences are reduced in domains in which the opposite association exists. Consequently, consumers are willing to pay a newness premium even for incidental newness.
【揭赟个人简介】
揭赟，现任中山大学管理学院市场学系助理教授，于2017年获得加州大学河滨分校管理学博士学位，为该校第一批市场营销方向博士生。研究兴趣为消费者行为、判断决策理论和行为经济学。研究成果发表于Journal of Behavioral and Experimental Economic（SSCI， 独立作者），Psychology & Marketing（SSCI，独立作者），Journal of Business Research（SSCI，独立作者），Journal of Brand Management（SSCI，第一作者）等期刊。曾被耶鲁大学和哈佛大学等应邀报告其研究内容，获得2019顶尖华人营销学者论坛——营销科学与应用国际论坛论文比赛一等奖。
欢迎有兴趣的教师，全体博士生、硕士生参加。
学院高层次人才引进办公室
2021-09-02
