市场营销系学术讲座系列2020年第2讲

主 题：胜负感知对消费者多样化寻求行为的影响

主讲人: 文贝西（中国人民大学）

时 间：2021-03-25 10:00

地 点：明商1007会议室

语 言：中文

讲座摘要：

Winning or losing is such a common, everyday experience. However, there is rare research so far that has examined how it may influence people’s subsequent unrelated consumption behavior. The present study fills this void by testing the effect of winning-losing perception on variety-seeking behavior. The results of four studies show that consumers who succeeded in a competition or achieved a goal tend to seek more variety in their later consumption than consumers who failed, and this occurs because losing feedback decreases consumers’ perceived sense of control which in turn make them more attach to familiar products and drop their willingness to seek variety. Furthermore, the abovementioned effect only exists when the closeness of winning or losing is narrow (e.g., the success is hard earned or just missed), and will diminish when the result is clear and obvious. Implications of the findings are discussed for theory development and future research avenues as well as for marketing practice.

主讲人简介：

文贝西是中国人民大学商学院2017级博士生，研究兴趣是情景因素对消费者心理和行为的影响，目前已在European journal of marketing、《营销科学学报》等期刊发表文章。