市场营销系学术讲座系列2022年第7讲

主 题：Consumer Patience and Product Promotions

主讲人: 龚晗（上海财经大学商学院副教授）

时 间：2022-06-08 10:00

地 点：线上会议室

语 言：中英文

讲座摘要：

Product promotions are ubiquitous in everyday life. While past work has documented how different promotions can exert various influences on consumer behavior, very little is known about consumers’ intertemporal preferences for different promotions. In a series of experiments including data from the field, we consistently show that consumers are more willing to wait for promotions that offer premium products at the same price than for regularly used discount-based promotions. Further, we provide both mediation and moderation evidence to support that this intertemporal preference is driven by greater anticipated utilities associated with premium-based promotions. 

主讲人简介：

龚晗，上海财经大学商学院市场营销系副教授。博士毕业于美国西北大学心理系。主要研究方向为消费者决策与判断、风险与决策理论等。近五年来研究成果发表在Journal of Consumer Research，Journal of Consumer Psychology, Research Policy等国际高水平学术期刊。主持和参与了多项国家自然科学基金委的研究项目，并担任多个学术期刊和会议的评审人。

* 面向院内师生开放。