時間：11月14日（星期一）下午2:00-3:30
地點：#騰訊會議：979-293-641
報告人：中國人民大學龐雋 副教授
主講人簡介：
龐雋，中國人民大學商學院市場營銷系副教授，副系主任，北京大學光華偉德國際1946bv官網管理學博士。主要研究方向為新技術環境下的消費者心理與行為、社會因素對消費行為的影響、感官營銷、跨文化消費心理與行為等。研究成果發表于Journal of Marketing，IMS Quarterly, Journal of the Academy of Marketing Science，Journal of Consumer Psychology，Journal of Retailing，International Journal of Research in Marketing，Marketing Letters, 《南開管理評論》、《心理學報》、《營銷科學學報》等國內外一流學術期刊。多項國家自然科學基金項目主持人，《營銷科學學報》編委，Psychology & Marketing, International Journal of Research in Marketing, 《心理學報》、《營銷科學學報》，《管理評論》等多個學術期刊的評審專家。
報告內容簡介：
This research examines how purchase devices and product presentation (packaged versus unpackaged) jointly influence consumer choices on food. Across five studies with real behavior consequences, we show that direct-interface (vs. indirect-interface) devices increase consumer preference for packaged over unpackaged food products. The underlying process is that direct interactions with device screens create an illusion that one can physically touchfood products. This illusion raises concerns about food contamination to a greater extent for unpackaged food than for packaged food, which positively influence consumer preference for packaged food. Moreover, we show that the device effect is less salient when consumers purchase utilitarian (vs. hedonic) products, when they can (vs. cannot) customize products, and when the potential consumers are closer. These findings not only provide further evidence for the proposed mechanisms, and also identify the boundary conditions of the main effect.
（承辦：市場營銷系、科研與學術交流中心）
