5月31日,杨志勇教授(美国德克萨斯大学)
发布时间:2017-05-05 发布人:fyy 点击数:378
  

博士论坛(32


主题:Effectiveness of Recommendations from Experts and Peers

报告人
:杨志勇教授

时间531日(星期三)14:00

地点:宁远楼429教室

 

ABSTRACTExpert recommendation and peer recommendation represent the two most common types of online reviews. Extant literature has documented mixed findings on the relative effectiveness of expert vs. peer review. This research seeks to reconcile the mixed findings by examining the interaction between product newness and consumers’ self-construal. In six studies, we demonstrate that, for consumers with an accessible interdependent self-construal (the ‘interdependents’), peer review is perceived as more valuable than expert review when the evaluation object is a really new product (RNP), whereas the reverse is true when the evaluation object is an incrementally new product (INP). In contrast, for consumers with an accessible independent self-construal (the ‘independents’), expert review is perceived as more valuable than peer review when evaluating RNPs, but peer review is more valuable than expert reviews when evaluating INPs. The key mechanism underlying these effects is consumers’ orientation to benefit-seeking or risk-avoidance in the decision process. The effects are evident not only in terms of subjectively reported measures of preference, but also in behavioral manifestations of preference.

 

讲座人简介杨志勇博士现任美国德克萨斯大学阿灵顿分校商学院市场营销系副教授、博士生导师,主要研究方向是消费者行为与网络营销战略。近年来,他在《Journal of Marketing》、《Journal of Consumer Research》、《Journal of Experimental Social Psychology》、《Journal of the Academy of Marketing Science》、《Journal of Retailing》、《Journal of Management Information System》等国际主流学术期刊上发表论文30余篇。并在国际学术会议上多次做主题演讲,发表50余篇会议论文。目前担任《Industrial Marketing Management》的客座主编,以及《Journal of Business Research》、《Journal of Macromarketing》、《Journal of Consumer Marketing》等期刊的编委会成员,还是《Journal of Marketing》、《Journal of Consumer Research》等十八种国际学术期刊的论文评审专家。自2010年以来担任加拿大社会科学与人文研究项目的特邀评审专家,自2016年以来成为香港香港研究资助局(Research Grants Council)特邀评审专家。

杨志勇博士在美国哈佛大学、美国德克萨斯大学圣安东尼奥分校、美国贝勒大学、英国卡迪夫大学、上海交通大学、中国人民大学、上海财经大学、同济大学、南开大学、西安交通大学等国内外高校都做过学术讲座。负责和参与多个科研项目,其中包括多项中国国家自然科学基金资助课题、加拿大魁北克社会科学与人文研究课题、加拿大统计局研究课题、并多次获得美国德克萨斯大学研究经费资助。

杨志勇博士具有丰富的英文教学经验。一直担任博士研究生、硕士研究生(包括MBAEMBA和管理学术硕士)和本科生等各层次的教学工作,8次担任博士答辩委员会主席、10多次担任博士答辩委员会委员,在所在大学和系部的教学评价中名列前茅。先后20多次为美国政府、企业提供营销咨询服务。

 

 
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