市场营销系学术讲座系列2021年第28讲

主 题：Product Vulnerability Boosts Consumer Product Valuation

主讲人: 许销冰（海南大学管理学院教授）

时 间：2021-12-29 10:00

地 点：明商1007会议室

语 言：中英文

讲座摘要：

Product vulnerability, or the extent to which products can be damaged by external causes, is a crucial consideration in product design and manufacture. Rather than a lay belief that product vulnerability decrease valuations due to a low-quality perception, the current research reveals a vulnerability-premium effect: high- (vs. low-) vulnerability products make people perceive that the products are scarcer, which in turn leads to higher valuation of the products. Three lab experiments, a field experiment, and a secondary data study demonstrate the robustness of the effect across different products and with different samples. The article concludes by discussing the theoretical and practical implications of the findings.

主讲人简介：

海南大学管理学院教授、博士生导师，海南省拔尖人才。2016年6月毕业于清华大学经济与管理学院，获管理学博士学位。新加坡国立大学、香港城市大学访问学者。主要研究领域为消费者行为、判断和决策，在Journal of Consumer Psychology, Journal of Retailing, International Journal of Research in Marketing, Marketing Letters, European Journal of Marketing, Journal of Business Research等市场营销学和心理学国际知名期刊发表多篇论文，论文多次入选AMA,ACR等营销学会议，获得2013年度 AMA Summer Educators' Conference最佳论文奖、2015年度中国营销科学学术年会优秀论文奖、2015年度中国营销科学学术年会博士生论坛甘碧群优秀论文提名奖、2016年度清华大学优秀博士学位论文。