Latest Seminars

Heuristic Approaches to Model Learning
Prof Andrew Ching, Professor of Marketing and Economics, Rotman School of Management, University of Toronto

 

Date 30.05.2018
Time 10:30 - 12:00pm
Venue Room 1005, 1/F, LSK Business Building

Thematic Product Assortment Displays Enhance Appreciation of Creativity in the Marketplace: The Spillover Effect of a Relational Processing Mind-Set
Prof Alison Jing Xu, Assistant Professor of Marketing, University of Minnesota

The authors propose and offer evidence that exposure to thematic versus more conventional taxonomic product assortment displays induce consumers to engage in predominately relational processing, which gives rise to a relational processing mind-set. This mind-set may then carry over and prompt consumers to exhibit heightened appreciation of creative goods and communications in the marketplace. Specifically, not only do consumers evaluate more positively creative products and ads that they later encounter in the market, but they also report a willingness to pay more for creative goods. In contrast, these effects are absent on consumers’ appreciation of and willingness-to-pay for conventional noncreative products. Importantly though, these downstream effects produced by exposure to thematic product assortments are more likely to occur among consumers with an interdependent versus an independent self-construal.

Date 18.05.2018
Time 10:30 - 12:00nn
Venue Room 4047, 4/F, LSK Business Building

Structural Models in the Prescription Drug Market
- Cancelled -
Prof Andrew Ching, Professor of Marketing and Economics, Rotman School of Management, University of Toronto

 

Date 11.05.2018
Time
Venue

Consumer Responses to Native Advertising
Prof Anocha Aribarg, Michael R. and Mary Kay Hallman Fellow, Associate Professor of Marketing, Ross School of Business, University of Michigan

Native advertising is a type of online advertising that matches the form and function of the platform on which it appears. The U.S. Federal Trade Commission (FTC) monitors this form of advertising and has established guidelines requiring advertisers to clearly mark their native ads to assure that consumers do not confuse them with content. Our research aims to understand how consumers respond to native ads compared to traditional display ads and different styles of native ad disclosures. We explore the process that drives different consumer responses through a series of randomized experiments in the lab and the field. To examine the role of attention, we use eye-tracking data to show that native ads are more effective than display ads because consumers have a harder time avoiding native ads. In addition, we show that even if consumers do not click on the native ads, they better recognize the advertised brands when more prominent disclosures appear. Our results suggest that complying with the FTC guidelines, advertisers can benefit from generating brand awareness through prominently disclosed native advertising.

Date 27.04.2018
Time 10:30 - 12:00nn
Venue Room 1005, 1/F, LSK Business Building

Subjective Value of Money: Past and Present Research
Prof Priya Raghubir, Dean Abraham L. Gitlow Professor of Business, Professor of Marketing, Stern School of Business, New York University

While Micro-Economics rests on the assumption of fungibility of money across forms, this assumption has been questioned in recent years showing that money is subjectively valued as a function of the currency it is held in: Face Value effect (Raghubir and Srivastava, 2002), the denominations it is held in: Denomination effect (Raghubir and Srivastava, 2009), and whether it is held in legal tender or other forms, such as gift certificates: Monopoly Money (Raghubir and Srivastava, 2008). In this talk, I will build on this earlier published research to examine its boundary conditions.

In the Denomination Anchors paper (Reutskaja et al.). we examine whether people are likely to use smaller denominations when the purchase amount is small, irrespective of the whether the price of the product they are purchasing matches the denomination they are carrying, but for larger purchases they are more likely to use the denomination that matches the price of the product that they are buying.

In the Malleable Monopoly Money paper (Raghubir and Santana), I examine whether a form of money (e.g., gift cards) takes on the subjective properties of the forms of money that it is converted from (e.g., cash versus credit card points), leading to gift cards of identical face value being valued and spent differently.

Date 20.04.2018
Time 10:30 - 12:00nn
Venue Room 1005, 1/F, LSK Business Building

Psychological Insights into the Customer Experience Journey
Prof Angela Y Lee, Mechthild Esser Nemmers Professor of Marketing, Northwestern University; Senior Visiting Fellow of HKUST Jockey Club Institute for Advanced Study

Consumers are time-starved, strategic and goal-directed. Understanding what their needs are and how they go about satisfying their needs is the key to developing winning marketing strategies. Behavioral research can offer valuable insights about the customer experience journey, starting with their motivation, through information search, preference formation, choice and finally loyalty. In this lecture, the speaker will first discuss how our basic needs for survival may shape our consumption goals and influence how we engage with brands. Once a consumption goal is put in gear, consumers are in information search mode. However, their evaluations and brand choice decisions are not only influenced by what information they learn, but also by how they learn. The customer experience journey is also rich with feelings and emotions. But does putting consumers in a good mood always work? Or would sending them on a guilt trip be more effective? She will also discuss how consumers respond to emotions they experience along their experience journey and how their responses in turn impact decisions they make. While consumer preference is shaped both by thinking and feeling, yet preference does not necessarily drive choice. She will offer examples of how choice architecture and heuristics may give rise to seemingly irrational or economically suboptimal decisions, and will close by discussing what drives brand loyalty and how loyal customers react when their brand is under siege.

Date 13.03.2018
Time 3:00 - 4:30pm
Venue IAS Lecture Theater, Lo Ka Chung Building, Lee Shau Kee Campus, HKUST

When Moving on Feels Wrong: Avoiding Hedonic Consumption to Maintain Moral Character
Prof Stephanie Lin, Assistant Professor of Marketing, Lee Kong Chian School of Business, Singapore Management University

Although the hedonic principles of emotion regulation suggest that people want to feel good, we argue that sometimes feeling good just feels wrong. Specifically, we demonstrate across five studies that consumers want to avoid repairing their mood via hedonic consumption when feeling good would reflect badly on their moral character (e.g., repairing negative emotions that arose in response to a documentary about the effects of bullying). In our sixth and final study, we examine how consumers react when their attempts to maintain negative affect are thwarted with exposure to hedonic content: Employing a social media context, we find that people feel more uncomfortable when negative moralized (vs. nonmoralized) content is followed by hedonic, frivolous content. These findings stand in contrast to emotion regulation research that focuses on the hedonic motivation to increase positive and decrease negative affect, as well as judgment and decision making literature that shows that consumers prefer sequences of events that improve over time. Furthermore, we offer clear prescriptions to marketers regarding when versus when not to offer hedonic consumption as mood repair, and how to sequence different types of media content.

Date 05.03.2018
Time 10:30 - 12:00nn
Venue Room 4047, 4/F, LSK Business Building

The Self and the Brand: A Circumplex Model of Compensatory Consumption
Prof Angela Lee, IAS Senior Visiting Fellow Mechthild Esser Nemmers Professor of Marketing Kellogg School of Management Northwestern University

People often respond to self-threats by seeking out consumption opportunities that help to reaffirm the self – a phenomenon known as compensatory consumption. Most research shows that people experiencing self-threats often prefer objects symbolic of the threatened domain as a form of compensation, and a handful of studies show that people also seek compensation in a seemingly different domain as the threat. However, the question of when people engage in same versus different domain compensatory behavior has not been addressed. Extending Schwartz’s (1992) circumplex model of values to distinguish between within- versus across-domain compensation, we propose that the relative importance people place on the threatened vs. threat-opposing domains determines people’s compensatory behavior. Specifically, people who prioritize the threatened over the opposing domain would engage in within-domain compensation, whereas those who prioritize the opposing domain would engage in across-domain compensation. We further propose that people are unlikely to seek compensation in domains that are motivationally orthogonal to the threatened domain. The results of four studies provide support for our hypotheses.

Date 23.02.2018
Time 10:30am - 12:00nn
Venue Rm 1005, 1/F, LSK Business Building

Paying for a Chance to Save Money: Two-Part Tariffs in Name-Your-Own-Price Markets
Prof Robert Zeithammer, Associate Professor of Marketing, UCLA Anderson School of Management

Date 09.02.2018
Time 10:30am - 12:00nn
Venue Room 5047, 5/F, LSK Business Building

Good Vibrations: Consumer Responses to Technology-Mediated Haptic Feedback
Prof Ana Valenzuela, Aaronson Department of Marketing and International Business Zicklin School of Business Baruch College, CUNY

Date 10.11.2017
Time 10:30am - 12:00nn
Venue LSK4047, 4/F, Lee Shau Kee Business Building

The Sideline Effect: How Partitioning an Audience Facilitates Self-Presentation Objectives
Ms Francesca Valsesia, Marshall School of Business, University of Southern California

Cancelled

Date 03.11.2017
Time 10:30am - 12:00nn
Venue LSK4047, 4/F, Lee Shau Kee Business Building

Exploring the Role of Creative Engagement on Donation Behavior
Ms Lidan Xu, College of Business, University of Illinois at Urbana Champaign

Date 20.10.2017
Time 10:30am - 12:00nn
Venue LSK4047, 4/F, Lee Shau Kee Business Building

Social Acceptance and Word of Mouth: How the Motive to Belong leads to Divergent WOM with Strangers and Friends
Prof Zoey Chen, Assistant Professor of Marketing, University of Miami

Date 13.10.2017
Time 10:30am - 12:00nn
Venue LSK4047, 4/F, Lee Shau Kee Business Building

When Quitting Feels Like Giving Up: Self-Signaling in Retention Choice
Prof Ravi Dhar, George Rogers Clark Professor of Management and Marketing Director of the Center for Customer Insights, Yale School of Management; Professor of Psychology, Department of Psychology, Yale University

Click here for more information on the speaker.

Cancelled

Date 29.09.2017
Time 10:30am - 12:00nn
Venue LSK4047, 4/F, Lee Shau Kee Business Building

It’s Too Pretty to Use! When and How Enhanced Product Aesthetics Discourage Usage and Lower Consumption Enjoyment
Mr Freeman Wu, W.P. Carey School of Business, Arizona State University

Date 22.09.2017
Time 10:30am - 12:00nn
Venue LSK4047, 4/F, Lee Shau Kee Business Building