本院活動

22.05.2020

[BizInsight@HKUST - Webinar Series] The Art and Science behind Flattery and Gift Pricing for Marketers

Understanding how consumers think allows marketers to generate effective selling strategies. Today’s session shines a light into the consumer’s mind to extract two such insights for the marketer. Prof Sengupta draws on his extensive research on persuasion tactics to explore how salespeople can fruitfully employ the tactic of flattering their customers, while Prof van der Lans examines how positioning a product as a gift can help the marketer, with consumers being willing to pay higher prices for gifts.

Persuasion Tactics in Marketing: The Insidious Impact of Flattery
Marketers and other agents use a variety of tactics to influence us. One commonly-used persuasion tactic is flattery. But does flattery really work, or do we see right through it? Professor Jaideep Sengupta draws on his extensive research on persuasion techniques to present insights into this topic. He highlights the unexpected long-term effects of flattery, and the resultant implications for marketers and managers.

Pricing Strategies for Gift Giving
Gift giving generates large revenues for businesses, corresponding to 17.6 percent of retail sales in Hong Kong. Despite their importance for the retail industry, retailers tend to follow the same pricing strategies as for other regular products or services. Yet, consumers purchase decisions for gifts are fundamentally different compared to purchases for own consumption. This presentation, Professor Van der Lans highlights these differences and the implications for pricing strategies of retailers that serve a significant portion of customers who buy their products as gifts for others.

Professor Jaideep Sengupta
Professor Ralf van der Lans

Event Details

Date 22 May 2020 (Friday)
Time 12:30 - 2:00 pm Presentations and Q&As
Venue Online via Zoom
Admission Open to public
Fee Free
Language English

Enrollment

Please fill in the online registration form. The meeting link will be sent to you one day before the webinar.

Note to participants: Photographs will be taken at the event for record and publicity use. By attending this event, you agree your image may be used for these purposes.

Enquiries

For questions, please contact Mr Ray Lee on (852) 2358 8934 or insights@ust.hk.

Arrangement of event in case of Bad weather
All programs would be suspended once the Rainstorm Black Warning or Typhoon Signal No.8 (or above) is hoisted, or there is information that the Warning or Signal would be hoisted within 1 to 2 hours before the event starts. Notification on reschedule or refund arrangement would be announced in due course.