市场营销系学术讲座系列2022年第6讲

主 题：The Effect of Feedback Procedure on Consumer Impatience

主讲人: 徐倩（复旦大学管理学院副教授）

时 间：2022-05-25 10:00

地 点：线上会议室

语 言：中英文

讲座摘要：

Do feedback procedures influence consumer impatience? A set of studies involving hypothetical and real behavioral consequences demonstrate that compared with lump-sum feedback (i.e., feedback provided after a long period of work), piecemeal feedback (i.e., feedback provided contingent on certain actions) increases consumer impatience. This effect occurs because piecemeal (vs. lump-sum) feedback establishes a reliable action-outcome association, which induces consumers to become more eager to acquire reactions in subsequent related or unrelated situations.

主讲人简介：

Qian Xu is an Associate Professor of Marketing at the School of Management, Fudan University. Qian’s research interests cover consumer motivation, consumption experiences and prosocial behaviors.