时间： 2011年6月22日下昼

所在： 伟易博新楼216课堂

讲座1： 下昼1：30—3：00

问题： 美国消耗者营销“量化剖析行业”现状和趋势

报告人：曹革
，美国IXI公司资深副总裁兼剖析研究开发部总司理

除了先容美国消耗者直接营销行业量化剖析的情形之外
，曹先生还将与北大同砚分享自己在美国学习事情的体会
，接待感兴趣的同砚加入！

讲座2：下昼3：00—4：30

Crossing the Virtual Boundary: The Effect of Mindset Change on Consumer Decision

Min Zhao, Assistant Professor, Rotman School of Management, University of Toronto

Abstract：

In this research, we examine how various factors in a decision context evoke an implementation mindset and lead to greater task commitment. Paper 1 examines the effect of number of goals on consumers’ saving behavior. The findings show that presenting a single savings goal evokes a stronger implementation intention and leads to greater savings intention than presenting multiple savings goals, which typically evoke tradeoffs between competing goals, retain people in a deliberative mindset and defer actions. This advantage of single goal over multiple goals on saving is attenuated when saving is easier to implement, or when the multiple savings goals are integrated rather than competing among themselves. Paper 2 examines the effect of incidental cues in waiting contexts (e.g., queuing guide, carpet on the floor) on consumers’ reneging behavior and task commitment. The findings show that once consumers cross the virtual boundary of the task system identified by those incidental cues, they adopt an implementation mindset and become more committed to the task at hand. Further, these effects are attenuated if people’ initial commitment towards the activity is already high. Theoretical and practical implications are discussed.

Welcome to attend!