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管理学workshop:The Impact of Perceived Imbalance on Consumers’ Donation Behavior
发布日期：2017-09-14 11:03 来源：北京大学国家发展研究院
The Impact of Perceived Imbalance on Consumers’ Donation Behavior
Time: September 14th, 2017 (Thursday) 12:30 -14:00
Location: Wanzhong Building（万众小教室）, National School of Development, Peking U.
Speaker: Cai Fengyan, Associate Professor of Marketing, Antai College of Economics & Management, Shanghai Jiao Tong University
Abstract
Donation behavior could be influenced by subtle forces that are apparently unrelated to the interest of the victim or the interest of one’s self. We explore one such force in current research, namely, the motivation to keep balance. We propose that when people see an imbalanced state, they are automatically motivated to fix it. And the desire for balance can be so strong that people are willing to even sacrifice some of their own resources (e.g., money) in order to fix the imbalanced state. Specifically, in six experiments, we found that an imbalanced device activates consumers’ motivation to fix the perceived imbalanced state, which in turn increases the likelihood that consumers will choose to donate if they perceive their donation could help to restore balance.
Bio
才凤艳，博士毕业于香港中文大学，目前就职于上海交通大学安泰经济与管理学院。才博士的研究兴趣集中在消费者信息处理方面。目前已经在Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Psychological Science, Journal of Experimental Social Psychology等国际杂志发表论文多篇。
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管理学workshop:The Impact of Perceived Imbalance on Consumers’ Donation Behavior
发布日期：2017-09-14 11:03 来源：北京大学国家发展研究院
The Impact of Perceived Imbalance on Consumers’ Donation Behavior
Time: September 14th, 2017 (Thursday) 12:30 -14:00
Location: Wanzhong Building（万众小教室）, National School of Development, Peking U.
Speaker: Cai Fengyan, Associate Professor of Marketing, Antai College of Economics & Management, Shanghai Jiao Tong University
Abstract
Donation behavior could be influenced by subtle forces that are apparently unrelated to the interest of the victim or the interest of one’s self. We explore one such force in current research, namely, the motivation to keep balance. We propose that when people see an imbalanced state, they are automatically motivated to fix it. And the desire for balance can be so strong that people are willing to even sacrifice some of their own resources (e.g., money) in order to fix the imbalanced state. Specifically, in six experiments, we found that an imbalanced device activates consumers’ motivation to fix the perceived imbalanced state, which in turn increases the likelihood that consumers will choose to donate if they perceive their donation could help to restore balance.
Bio
才凤艳，博士毕业于香港中文大学，目前就职于上海交通大学安泰经济与管理学院。才博士的研究兴趣集中在消费者信息处理方面。目前已经在Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Psychological Science, Journal of Experimental Social Psychology等国际杂志发表论文多篇。
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