市场营销系学术讲座系列2020年第5讲

主 题：The Effect of End Temporal Landmarks on Consumers’ Preference for Nostalgic Products

主讲人: 楚燕来（中国人民大学）

时 间：2021-04-15 10:00

地 点：明商1008会议室

语 言：中英文

讲座摘要：

This research proposes and establishes the ending effect on consumer preference for nostalgic products. Across five studies (four experiments and one field data study), we show that consumers prefer nostalgic products more at the end of a time period (e.g., end of a day and end of a month) than anytime else. The underlying process is that when the end temporal landmark is made salient (vs. not), consumers may generate stronger perceptions of time depletion. This perception increases their preferences for nostalgic products because nostalgia can create the illusion that they could turn back the clock. The ending effect would be attenuated when consumers believe the time is cyclical rather than linear.

主讲人简介：

楚燕来，中国人民大学商学院市场营销系讲师。博士毕业于新加坡国立大学市场营销系，本科毕业于武汉大学测绘学院，辅修华中科技大学计算机。研究兴趣包括品牌，共享经济，电子商务，汽车市场及政策评估。