主讲人: Ernest Baskin  Saint Joseph's University                                                 

时间：2019年12月24日（周二）14:00-16:00                                                   

地点：南开大学商学院1003教室

主持人：郑晓莹  南开大学商学院市场营销系副教授

题目: Mismatches in Choices for Self Versus Others

摘要: Abstract

Popular advice abounds on whether consumers ought to choose quality or quantity, and marketing appeals exist on both sides, highlighting either the quality of a brand’s products or the higher quantity contained within a package (e.g., contains 30% more). We examine why and when whom a consumer is choosing for (oneself vs. another person) affects quality versus quantity preference. Nine studies demonstrate when and why consumers are more likely to choose quantity over quality when choosing for themselves versus others. We find mediation and moderation evidence indicating that this preference asymmetry in choosing for self versus others arises because of social risk—in terms of heightened concerns associated with not matching the preferences of a recipient and concerns with potential embarrassment for choosing a “cheap” quantity option

In a separate line of research, we find that gift givers and gift receivers often make tradeoffs between desirability and feasibility. Focusing on the asymmetric distance from a gift that exists within giver-receiver dyads, we propose that, unlike receivers, givers construe gifts abstractly and therefore weight desirability attributes more than feasibility attributes.

主讲人简介:

Dr. Ernest Baskin holds a Bachelor’s of Science in Economics and a Bachelor of Arts in Anthropology from the University of Pennsylvania and a Ph.D. from the Yale School of Management. His research focuses on consumer judgment and decision making with a particular interest in consumption decisions. His work has been published in top tier journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, Appetite, European Journal of Marketing and the Journal of Business Research. He has been extensively covered in the popular press in outlets such as the ranging from print sources such as the Chicago Tribune, CNNMoney, and the Atlantic to blogs such as Lifehacker and Nerdwallet. He is often a featured expert on both television and radio.