北京大学国家发展研究院博士研究生莫子川同学与马京晶老师的文章“Why Are Luxury Ads So Abstract?” 被营销领域国际一流会议Society for Consumer Psychology Conference (SCP) 正式接受。莫子川同学应邀将于2017年2月参加在美国三藩市举办的SCP年会，并宣讲论文。

莫子川于2014年7月在人民大学获得管理学学士学位。2014年7月至今就读于北京大学国家发展研究院，现为管理学方向博士研究生。她的主要研究领域是消费者行为，体验营销，及奢侈品营销。马京晶老师于2015年在美国西北大学凯洛格商学院市场营销系获取博士学位，2015年7月加入北京大学国家发展研究院。她的主要研究领域是消费者决策与判断，消费者网上购物与眼动分析, 消费者大数据分析。

Why Are Luxury Ads So Abstract?

Zichuan Mo and Jingjing Ma

“When you have everything, there is always a feeling that something missed”. Reading this quote, what do you have in mind? Is it a wisdom quote about life or a passage from a poem? What about “Frames of life: different eyes, different lives”? Is it a title for a book or an article? Well, the answer is “no”. In fact, the first quote is an ad for Rolex watch, while the second is for Armani glasses. This type of ads generally features some abstract ideas that can hardly convey any information about concrete product features and are frequently used for luxury brands. Why do luxury brands like abstract ads? Is it because they can inspire more luxury purchases? This research attempts to answer when and why luxury brands should employ abstract (vs. concrete) advertising.