博士论坛（49）
主 题：The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level
报告人：贾鹤 博士
时 间：4月4日 9:30
地 点：宁远楼429教室
讲座内容：It is quite common that a coupon can be applied to one of several vertically differentiated products sold at different prices within the same product line of a brand. With such a product-line coupon, consumers need to decide what specific product to buy, resulting in different levels of consumer spending. One field dataset and four lab experiments demonstrate that the relationship between coupon face value and consumer spending level may not always be intuitively positive, and instead it could take an inverted U-shape under certain circumstances. The authors develop a threshold-based model to explain the inverted U-shaped effect of coupon face value on consumer spending level and show that the inverted U-shaped effect occurs when the price level of products is high, when consumers have a strong saving orientation, when they experience low information load from processing a small number of products, when they are inclined to engage in thorough product comparison, or when they have a weak pre-existing preference for a specific level of product benefit.
讲座人简介：贾鹤，香港大学经济与管理学院市场营销学助理教授，2016年于美国南加州大学获得市场营销学博士学位，曾获2015年美国消费者研究协会/谢斯基金会博士论文研究计划奖以及2016年美国营销科学学会/玫琳凯博士论文研究计划奖，其研究成果发表在Journal of Marketing和Journal of Consumer Psychology等期刊，研究兴趣包括视觉营销、产品设计、产品展示、促销设计、品牌管理。