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報告人：中國人民大學(xué)龐雋 副教授
主講人簡介：
龐雋，中國人民大學(xué)商學(xué)院市場營銷系副教授，副系主任，北京大學(xué)光華偉德國際1946bv官網(wǎng)管理學(xué)博士。主要研究方向為新技術(shù)環(huán)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(fā)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(xué)報》、《營銷科學(xué)學(xué)報》等國內(nèi)外一流學(xué)術(shù)期刊。多項國家自然科學(xué)基金項目主持人，《營銷科學(xué)學(xué)報》編委，Psychology & Marketing, International Journal of Research in Marketing, 《心理學(xué)報》、《營銷科學(xué)學(xué)報》，《管理評論》等多個學(xué)術(shù)期刊的評審專家。
報告內(nèi)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(xué)術(shù)交流中心）
