题　目：The Effect of Stereotype Threats on Price Perceptions

嘉　宾：Lei Song, Associate Professor of Marketing, Pennsylvania State University-Abington College

主持人：张铄 副教授 BAT365唯一官网

时　间：2024年6月19日（周三）13:30-15:00

地　点：BAT365唯一官网 徐汇校区 安泰经济与管理学院A303

内容简介:

This paper aims to examine how a stereotype threat, which entails being aware of a negative stereotype about one’s social group (e.g. gender), affects consumers’ price perceptions. The authors conducted four studies to examine the effect of a stereotype threat on consumers’ perceptions of a product’s price–quality relationship. This study found that being aware of a negative stereotype about one’s social group (i.e. gender here) led consumers to use price more as a quality indicator. This study also determined that reappraisal – an alternative way of coping with stereotype threats – reduced the impact of a stereotype threat and, subsequently, decreased reliance on price to infer quality.

演讲人简介：

Lei’s research mainly integrates behavioral science and data analytics to help companies create innovative online (social media and e-commerce) and in-store strategies that are significantly important for improving customer satisfaction and corporate competitiveness.

Lei's research is selected by Harvard Business School for its MBA course material and is also included in Harvard Business Review’s Leadership & Managing People section. His research also qualified him to win the 2022 “40 Under 40” award from Drexel Magazine, the Certificate of Congressional Recognition as a “2021 Top 10 Outstanding Chinese American Youth” by the United States Congress, the Highly Commended Paper Award of the 2020 Emerald Literati Awards for Excellence (established by a global publisher, Emerald Publishing in 1993), and 2015 Excellence in Research Award from Drexel University. Lei has been a founding editorial review board member of Journal of Inter-Organizational Relationships, an editorial review board member of Journal of Marketing Channels and Journal of Business Administration Research, and Track Chairs for the 2020 and 2023 Global Marketing Conference.

Lei’s work has appeared in journals such as Harvard Business Review (FT 50), European Journal of Marketing, Journal of Business Research, Business Horizons, and Journal of Retailing & Consumer Services. Lei has also reviewed for Journal of Consumer Research, Journal of International Marketing, Journal of Retailing & Consumer Services, Journal of Product & Brand Management, and Journal of Marketing Channels. His articles have been selected as “Lead Articles” or featured in “Editor’s Perspectives” of prestigious journals. His research has been cited by authors in highly respected journals in interdisciplinary fields as computer science, food science, health care, environmental science, psychological science, education, and communications.

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