市场营销系学术讲座系列2021年第26讲

主 题：When Do Experts Do Less for More? The Impact of Consumer Preference in Consultation Decision

主讲人: 许晓言（西南财经大学经济与管理研究院副教授）

时 间：2021-12-15 10:00

地 点：明商706会议室

语 言：中英文

讲座摘要：

The informational advantage that experts have over consumers on the nature of the problem, alongside its appropriate treatment, can either lead to expert induced excessive demand that is generated solely by the experts’ incentives but adds no value to the consumer, or can be inadequate to resolve the problem of the consumer. We show that a profit-maximizing expert utilizes both overtreatment and undertreatment as strategic tools to manage demand, the extent of which depends on other contextual factors, namely, consumer preference in consultation decision, as well as the interaction between the ex ante beliefs of the consumer and the ethics level of the expert market. In particular, we find that undertreatment can occur because of a consumer’s private information regarding preferences for treatment, and the possibility of multiple expert visits. By incorporating these two factors to better reflect the reality of the role of the consumer in expert services, we show that undertreatment can be used as a tool to induce subsequent demand for an unremedied problem, because of consumer’s private information on treatment preferences. Using a series of extensions, we validate the robustness of our findings, and broaden their generalizability to various settings in expert services.

主讲人简介：

许晓言，西南财经大学经济与管理研究院副教授（硕士研究生导师），自2014至2019年于新加坡国立大学市场营销系攻读博士学位。研究领域聚焦于数字农业、医疗健康和电商平台经济，目前有多篇论文在国内外经济管理学顶刊Journal of Marketing Research，Manufacturing & Service Operations Management，经济学季刊期刊中接受审阅。此外，许晓言教授关于医疗服务的论文获得2018年《管理科学学报》 会议评选的优秀论文，关于电商扶贫的文章获得中国2020年信息经济学年会评选的最佳论文。