【讲座预告】亚欧商学院“学术研究专题”系列讲座第6讲 | 郑晓莹：扬长还是补短？卖家与买家的偏好错配

郑

晓

莹

2022年6月14日

亚欧商学院“学术研究专题”系列讲座

第6讲

主  题：Maximizing Strengths or Fixing Weaknesses? Sellers Prioritize Fixing Weaknesses More Than Buyers Would Like

时  间：2022年6月14日（周二）下午13:30

腾讯会议直播ID：764-394-868

主持人：张明月，华东师大亚欧商学院助理教授

主讲人：郑晓莹，中山大学商学院副教授

主讲人简介：

郑晓莹，中山大学商学院“百人计划”引进副教授、博士生导师。在北京大学光华管理学院获得管理学博士学位，亦是耶鲁大学管理学院联合培养博士生。她的研究兴趣主要集中在消费者行为、社会心理学和决策研究的交叉领域。担任《心理学报》编委，在International Journal of Research in Marketing, Journal of Retailing, Journal of Business Research, European Journal of Marketing,《南开管理评论》《管理评论》《营销科学学报》《心理学报》等国内外期刊发表论文20余篇，结题1项国家自然科学基金青年项目（后评估“特优”），在研1项国家自然科学基金面上项目，获天津市社会科学优秀成果奖、全国百篇优秀管理案例、天津市131创新型人才培养工程等奖励。

讲座摘要：

Every product has its relative strengths and weaknesses, albeit both usually having improvement potentials. Sellers often make product improvement decisions, yet are bounded by limited resources to choose only a subset of aspects to improve. Do sellers make optimal decisions about maximizing strengths and fixing weaknesses? Seven experiments, plus a longitudinal dataset in the Chinese car market, converge to yield a seller-buyer preference mismatch: Sellers prioritize fixing weaknesses more than buyers would like. This occurs because the sellers’ decision making process (relative to the buyers’) is accompanied by a more negative mentality (i.e., evaluation apprehension, commonly experienced when one’s creation or performance will be evaluated), leading sellers to focus more on the negative attributes (i.e., weaknesses) and, subsequently, fix weaknesses more than buyers would like. Consistent with this theorizing, we show that the mismatch is attenuated when sellers have more expertise. Together, this research offers both descriptive and prescriptive insights into the often-made yet under-studied product improvement decisions.

直播通道一：腾讯会议

直播通道二：微信视频号

-- 感谢阅读 --

长按二维码 关注亚欧更多资讯吧！