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香港中文大学 沈浩教授:自我身份对消费者行为的影响研究

([西财新闻]?发布于?:2019-09-27 )

光华讲坛——社会名流与企业家论坛第 5527

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主题:The Influence of Self-Identity on Consumer Behavior(自我身份对消费者行为的影响研究)

主讲人:香港中文大学 沈浩教授

主持人:西南财经大学经济与管理研究院? 刘小燕副教授

时间2019930日(周一)12:00—13:30

地点:西南财经大学柳林校区格致楼1212

主办单位:经济与管理研究院? 科研处

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主讲人简介:

Prof. Hao Shen is Professor of Marketing at The Chinese University of Hong Kong. He received his PhD in Marketing from the Hong Kong University of Science and Technology. Prof. Shen’s research interests include: the effect of mood, the effect of procedural knowledge, culture, and sensory marketing. Prof. Shen’s research has been published in journals such as?Journal of Consumer Research,?Journal of Marketing Research,?Journal of Consumer Psychology,?Journal of Experimental Psychology?(applied),?Journal of Experimental Social Psychology, and?Journal of Personality and Social Psychology. He won young contributor award from?Journal of Consumer Psychology?in 2008, young researcher award from the university in 2011, and was named as Marketing Science Institute (MSI) 2015 young scholar. Prof. Shen?is on the Editorial Review Boards of?Journal of Consumer Research,?Journal of Consumer Psychology, and?Journal of Retailing.

沈浩教授是香港中文大学市场营销学教授,也是营销学硕士项目负责人。他在香港科技大学获得市场营销博士学位。沈教授的研究方向主要包括:情绪效应、程序知识效应、文化效应和感官营销。沈教授的研究成果发表在《Journal of Consumer Research》、《Journal of Marketing Research》、《Journal of Consumer Psychology》、《,?Journal of Experimental Psychology?(Applied)》、《Journal of Experimental Social Psychology》、《Journal of Personality and Social Psychology》等知名刊物上。沈浩教授于2008年获《Journal of Consumer Psychology》杂志“青年研究员奖”,2011年获香港中文大学“青年研究员奖”,2015年荣获Marketing Science Institute (MSI) “青年学者称号。沈教授同时也是《Journal of Consumer Research》、《Journal of Consumer Psychology》、《Journal of Retailing 》的编辑评审委员会成员。

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内容提要:

How is self-identity constructed? How does it affect consumer behaviors? We studied the problem from three different perspectives. The first project found that male consumers unconsciously adopt a female perspective and change their behavior, after they using a traditional female product (e.g., product in pink color). The second project examines the role of men and women in joint decision-making and the possibility of compromise. The third project is about how maturity is defined in different cultural contexts and how it affects consumer behavior.

自我身份是如何构建的?又是如何影响消费者行为的?我们从三个角度对这个问题进行了研究。第一个项目发现男性消费者如果使用了女性产品(例如粉色系产品), 就会无意识的采用女性视角,从而改变自身行为。第二个项目研究了男性和女性在联合决策中的不同角色以及相互妥协的可能性。第三个项目则研究了不同文化背景下成熟是如何被定义的,以及成熟是如何影响消费者行为的。

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