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[5月12日]管理學(xué)workshop

發(fā)布日期：2023-05-08 10:29    來(lái)源：

The Darker, the More Effective?

The Effect of Package Color on Consumer Judgment of Product Efficacy

時(shí)間：5月12日10:30

地點(diǎn)：承澤園333教室

主講人：鄭曉瑩

Abstract：

Consumers purchase products often to solve specific problems. For example, consumers who suffer from hair loss buy anti-hair loss shampoo to prevent hair loss; patients with headaches purchase painkillers to relieve pains; sleepy students buy functional drinks to replenish energy. Prior research suggests that consumer judgment of product efficacy is malleable and relies on external cues that are unrelated to product functions. This research documents a consumer misbelief of “darker = more effective” such that consumers judge “efficacious” products with dark-colored (vs. light-colored) package as more effective. This is because consumers infer that products in dark-colored package have a higher concentration of active ingredients. Theoretical contributions and practical implications are discussed.

個(gè)人簡(jiǎn)介：

鄭曉瑩，中山大學(xué)商學(xué)院“百人計劃”引進(jìn)副教授、博士生導師。在北京大學(xué)光華管理學(xué)院獲得管理學(xué)博士學(xué)位，亦是耶魯大學(xué)管理學(xué)院聯(lián)合培養博士生。她的研究興趣主要集中在消費者行為、社會(huì )心理學(xué)和決策研究的交叉領(lǐng)域。擔任《心理學(xué)報》編委，在International Journal of Research in Marketing, Journal of Retailing, Journal of Business Research, European Journal of Marketing,《南開(kāi)管理評論》、《管理評論》、《營(yíng)銷(xiāo)科學(xué)學(xué)報》、《心理學(xué)報》等國內外期刊發(fā)表論文20余篇，結題1項國家自然科學(xué)基金青年項目（后評估“特優(yōu)”），在研1項國家自然科學(xué)基金面上項目，獲天津市社會(huì )科學(xué)優(yōu)秀成果二等獎、全國百篇優(yōu)秀管理案例、天津市131創(chuàng )新型人才培養工程等獎勵。