市场营销系学术讲座系列2020年第6讲

主 题：空气污染对消费者独特性寻求行为的影响

主讲人: 钟嘉琦（中国人民大学）

时 间：2021-04-22 10:00

地 点：明商1008会议室

语 言：中英文

讲座摘要：

Individuals have an inherent motivation to seek for uniqueness and attempt to differentiate themselves from the majority through consumptions. Despite attention to diverse individual differences and situational contexts of uniqueness-seeking behavior, prior studies have not yet explored this issue from a more macroscopic perspective. Building on ecological psychology, the current research investigates the role of air pollution in the uniqueness-seeking behavior. Across a large-scale secondary data of APP usage (Study 1) and three empirical experiments (Studies 2-4), we document that air pollution reduces self-concept clarity, which in turn motivates consumers to seek unique products. Further, this effect would be attenuated when (1) major pollutants in the atmosphere are gaseous type (vs. particulate matter), (2) consumers feel socially crowded (vs. uncrowded), or (3) consumers perceive the reason of air pollution as uncontrollable (vs. controllable). Our findings provide in-depth insights into uniqueness-seeking behavior and highlight its marketing implications.

主讲人简介：

Jiaqi Zhong is a doctoral student of marketing at Renmin Business School, Renmin University of China. Her research interests are mainly about social influence and digital marketing.