题目：More Than Meets the Eye: Visual Salience in Online Word of Mouth and Consumer Decision Making (并没有看上去那么简单：网络口碑的视觉性对消费者决策的影响)
主讲人：温娜，香港城市大学市场营销系助理教授
时间：12月1日（星期四），14:00
地点：A1040
论文摘要：
Consumers today are faced with an increasing number of online word of mouth (WOM), often in the form of product reviews. While marketers ubiquitously adopt visual WOM displays (e.g., bar charts showing the frequency distribution of product ratings) to captivate consumers, very little is known about the impact of these illustrations on consumer decisions. The authors propose that when evaluating the WOM distribution, people tend to rely on its most salient element. Consequently, a product appears more (vs. less) appealing if its WOM distribution is salient at the higher (vs. lower) end of a rating scale. More important, the salient element can override the conventional choice pattern (i.e., risk aversion for gains and risk seeking for losses). Analyses of product reviews for more than 11,000 book titles and three experiments support those effects. Overall, this research sheds light on the impact of information visualization and provides important insights into the use of WOM.
温娜简介：
温娜，现任香港城市大学市场营销系助理教授。她于2010年获得美国佐治亚理工大学(Georgia Institute of Technology)市场营销博士学位(副修心理学)。此前获得复旦大学管理学硕士学位和内蒙古大学经济学学士学位。
她的主要研究领域是消费者行为与决策，线上环境的人机互动与设计，以及消费者创新力等。其研究成果曾多次发表在国际市场营销期刊上;近期有数篇来自Journal of Consumer Research和Journal of Marketing Research的多轮修稿邀请。她主持和参与过多项香港政府大学教育资金委员会和国家自然科学基金主持的项目；并获2013-2014香港政府大学教育资金委员会授予的“青年研究学者杰出奖”。温娜博士在香港城市大学任教期间讲授过多门包括博士，硕士，以及本科生的市场营销相关课程。
经管学院科研办
2016-11-21
