講座時間：10月24日上午9:30

講座地點：零號樓0212室

講座題目：消費者對“新”的偏好

講座內容：Consumers may prefer newer options for many reasons—e.g., trendiness, freshness, or improvements over their older counterparts. In this article, we find that consumers prefer even incidentally newer options, such as a more recently purchased scratch-off lottery ticket. That is, consumers show a preference for chronologically newer options independent of rational inferences about the benefits of newness. To explain this “mere newness preference,” we show that consumers almost universally hold an implicit association between “newer” and “better.” This association exists at general level and does not require specific inferences about a product’s trendiness, freshness, improvements, etc. Indeed, we demonstrate that mere newness effect exists whether or not choices are between transparently identical options (e.g., coin tosses and lottery tickets) or between different richly-described products. We also demonstrate attenuation of the effect in domains where consumers may hold that opposite association, such as for red wine and classic art. Finally, we show that this matters to real consumer decisions by finding that people are willing to pay for incidental newness in incentive-compatible studies and that they are more likely to click on ads for products with a “new” label in a field experiment.

主講人簡介:揭赟，西南交通大學經濟管理學院本科、碩士，加州大學河濱分校管理學博士（市場營銷方向），研究興趣為消費者行為決策理論和行為經濟學。研究成果發表于Journal of Business Research (SSCI， 唯一作者), Journal of Brand Management (SSCI期刊， 第一作者) 等期刊。擔任消費行為頂尖會議ACR （Association for Consumer Research）Competitive Paper Session匿名審稿人，SCP(Society for Consumer Psychology) 匿名審稿人。曾被耶魯大學和哈佛大學等應邀報告其研究內容，獲得2019年華人頂尖營銷會議—營銷科學與應用國際論壇華夏營銷青年學者一等獎。

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