演讲者简介及摘要数据库营销相关[转载]

演讲者简介及摘要
Speakers and Abstracts
(According to the order of presentation)

Russell S. Winer


Russell S. Winer is the Deputy Dean and William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and, most recently, the University of California at Berkeley. Professor Winer has been a visiting faculty member at M.I.T., Stanford University, New York University, Cranfield School of Management (U.K.), the Helsinki School of Economics, the University of Tokyo, and École Nationale des Ponts et Chausées. He has written three books, Marketing Management, Analysis for Marketing Planning and Product Management, and a research monograph, Pricing. He has authored over 60 papers in marketing on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. Professor Winer is the current editor of the Journal of Marketing Research, the past co-editor of Journal of Interactive Marketing, and is on the editorial boards of the Journal of Marketing and Marketing Science. He has participated in executive education programs around the world and is currently an advisor to a number of startup companies.

Integrating Choice Modeling and Behavioral Research
(消费者选择建模与行为研究的整合)
Abstract
Empirical marketing scientists and consumer behavior researchers tend to work independently of each other. In the area of choice modeling, the former generally utilize statistical or econometric techniques to analyze secondary data such as scanner panel data to better understand how marketing variables such as advertising, promotion, and price affect brand choice or market demand. Consumer behavior researchers conduct experimental studies to better understand how consumers behave under different controlled conditions. In this talk, I will argue that there is much to be gained by integrating consumer behavior concepts into brand choice models. First, it is possible to test theories of consumer behavior using choice models. Second, these models incorporating behavioral theories have greater external validity than studies done in the laboratory. I will provide several examples from my own research illustrating this philosophy.

Gerry Gorn


Gerald J. Gorn is Chair Professor of Marketing, Hong Kong University of Science and Technology. He received his Phd from Pennsylvania State University and his MSc from the London School of Economics. His research, largely supported by grants from the Hong Kong and Canadian governments has been published in marketing, health, and psychology journals, including The Journal of Marketing Research, The Journal of Consumer Research, The Journal of Marketing, Management Science, The Journal of Consumer Psychology, and The American Journal of Public Health. His editorial board memberships include the Journal of Consumer Research, Journal of Consumer Psychology and Marketing Letters. His primary research interest is in consumer behavior and the factors that influence it.

A Baby-Faced or Mature-Faced CEO: Which Is More Effective In Building Credibility with Consumers in a Product Crisis?
(哪种CEO—儿童脸面、成熟脸面在产品危机时能更有效的与消费者建立信任？)
Abstract
Impression formation is influenced by both non-verbal and verbal cues. Non-verbal cues sometimes increase the accuracy of impressions and sometimes bias them. If these cues are the physical characteristics of the person they tend to do the latter. Here we look at one such physical characteristic, the person’s facial structure. Specifically, we examine the consequences of a male CEO having a baby face vs. a mature face and examine its effects on a variety of judgments. Three experiments are conducted all involving a product crisis. In all three the babyfacedness of a CEO is manipulated. The first experiment is done in a situation which focuses on the need for honesty in a CEO. The results support a babyfaced CEO having greater credibility than a maturefaced one. It also shows that a babyfaced CEO produces more favorable company attitudes. In the second experiment using the same scenario as in the first one, priming counter to the stereotype of a babyfaced person being honest and innocent eliminates the babyface effect. In the third experiment two different scenarios are created: 1) a scenario where the honesty of a new CEO is of most importance; this scenario is a variation on the one used in the first experiment and 2) a scenario where his not being naïve is of most importance. With the former scenario, subjects respond more favorably to a babyfaced CEO. The reverse is true with the second scenario. The results of the three experiments are discussed with variables related to potential underlying processes empirically examined.


Alfred A. Kuehn

Dr. Kuehn, CEO/Founder of Management Science Associates, Inc., enrolled at CMU/GSIA, aka Tepper Business School, to learn how to manage research. Professor Herbert Simon, future Nobel Laureate in Economics, led him to apply and transfer his knowledge of chemical process dynamics to marketing processes in a thesis, “The Dynamics of Consumer Behavior & Its Implications for Marketing Management,” that shifted his career significantly toward marketing.
Kuehn funded his R&D by meshing it with consulting, computers & behavior models to predict results for Market/Management Science Associates’ clients. Its R&D created Carnegie Tech Management Game’s marketing function, used world-wide for 30+ years. It also provided content for advanced marketing, policy and courses in strategy at GSIA/Tepper, and in 3-week MSA Programs for Executives across Europe (1967-72) that always brought together faculty from at least four leading business schools.
Kuehn used CMU’s computer to model dynamic processes and develop capabilities to respond to changes in underlying processes. While Head of the GSIA’s marketing program, in 1966 he formed an Economics & Behavioral Science Section for the CMU Transportation Research Institute (TRI), attracting US Dept of Transportation funding for marketing-related R&D. In 1969, to spend less time on administration, Kuehn left GSIA/TRI. CMU’s GSIA/Tepper refers to MSA as its first spin-off firm.
Simon required GSIA Economics PhD students in the 1960s to study marketing with Kuehn, and the Ford Foundation funded 150+ marketing faculty to attend 3-week quantitative R&D programs with Kuehn. Many of them became full professors at leading universities. Kuehn’s publications deal with market analysis, management science, advertising and promotion effects, simulations of consumer behavior and competitive markets, and use of computers in business, education and research.
Dr. Kuehn was Professor of Industrial Administration at GSIA/CMU (1965-69), head of Marketing (1961-69) and taught Economics, Marketing and Business Policy at GSIA/CMU from 1954-69 while also lecturing in the US, Europe & Canada. His ARF Michael Naples Research Industry Leadership Award” (2000), recognized his innovations and international leadership in marketing and advertising research and technology, noting that many marketing, advertising and media research leaders began their career as Dr. Kuehn’s students, employees or clients.

APPLICATION OF MARKET SCIENCE AND TECHNOLOGY
市场科学和技术的各种应用
Abstract
Management Science Associates, Inc. (MSA) was incorporated as Market Science Associates, Inc. in 1963. “Management” replaced the “Market” narrower business term in 1967, but MSA Market Science Associates has continued as an MSA subsidiary as most of MSA’s R&D involves marketing and media.
MSA’s focus has always been upon integrating and analysing data rather than its collection. Innovation in market science, however, must collect new data and develop new metrics, so MSA pursues that with both global and local market research firms. All models have not proven to be adaptable to all cultures.
Forecasting Brand Choice and Purchasing Behavior – Studying sequences of consumer purchases enables us to predict probabilities of consumers purchasing different brands, and to relate deviations in “outcomes” to those predictions and marketing events. Probabilities, which sum to 1.0, reflect likelihood of a consumer buying each brand, and in matrix form can show shifts in a consumer’s orientation to buy individual brands over time, providing the greater analytic potential of such a metric versus commonly used classifications to describe consumers’ brand preference structures: loyal, low price, etc. Research of this type can be done with survey, consumer diary panel, and/ot electronic point-of-sale data.
Survey, Diary and Electronic Point of Sale Information – Until 27 years ago there was no electronic POS data, so our focus was on maximizing value of surveys, diary panel data, warehouse withdrawal data and other market information. MSA had a major effect on R&D practices beginning in the 1970s by predicting Nielsen brand shares a month before Nielsen published them. To this day, faster access to information, in greater detail, for analyses has led to improved forecasts and greater understanding and value of knowledge about the effects of pricing and promotion strategies. Access to detailed data is very valuable in being able to improve the accuracy, validity and value of market insights from sophisticated analyses.
Planning & Managing Product Introductions – New product market simulations began in the 1980s. MSA’s Market ImpactTM service, provided independent of fieldwork, enables MSA clients to have the freedom of choosing how they collect data or to subcontract for data collection. MSA assists the data collectors to assure that proper controls are in place to collect the data that are required. BASES, the firm reporting the largest revenue for such services, collects all of the field data that it uses in analyses, and data collection costs are often the major cost of its services. MSA provides its services directly to end users, or in conjunction with local and global full service market research firms.
Marketing Drivers and Brand Competition - Understanding and measuring the impact of the factors influencing buying behavior, which in turn impact the ROI of marketing programs, has been using more sophisticated technology in the U.S. A relatively new, successful technology that offers a metric for both comparing the strength of marketing drivers and determining the degree of competition between brands will be discussed in this presentation.

Z. John Zhang (张忠)

Z. John Zhang is Associate Professor of Marketing at the Wharton School, University of Pennsylvania. Professor Zhang's research focuses on targeted pricing and other pricing strategies, competitive strategies, market entry and channel and retail management. Recent work probed the complex, unintended pitfalls of targeted pricing - the process of targeting a competitor's customers with lower prices - in the fast-moving Internet age. Zhang's research suggested that while this approach isn't for every business, it can be an effective tool under the right circumstances. Zhang also provided guidelines to help companies understand when targeted pricing might play an effective role in their marketing strategy.
Professor Zhang's research has been published in top-tier academic journals including Marketing Science, Management Science and the Journal of Marketing Research. He also serves as Area Editor for Marketing Science and Quantitative Marketing and Economics, and on the Editorial Board for the Journal of Marketing, and the Journal of Interactive Marketing and has won numerous academic and teaching awards.
Professor Zhang currently teaches Marketing Management to Executive MBA students, and Pricing Strategies to undergraduate and MBA. He also teaches pricing strategies to executives in China in Chinese.
Professor Zhang received a PhD and MA in economics from the University of Michigan, a PhD and MA in History and Sociology of Science and Technology from the University of Pennsylvania, and a BA in Engineering Automation from Huazhong University of Science and Technology in Hubei, China.
Targeted Pricing and Game Theory
(博弈论与目标定价法)
Abstract
This research stream examines a firm's pricing decision when it can offer individual specific discounts. In practice, if a firm sets a high price to go after customers with high willingness-to-pay, or to pursue a high margin strategy, it has to forego profitable sales from customers whose willingness-to-pay is not as high. However, if a firm sets a low price to pursue a high volume strategy, it will under-charge customers with high willingness-to-pay. This tradeoff between margin vs. volume is what prevents a firm from capturing much of its product value. What targeted pricing allows a firm to do is to minimize or avoid this tradeoff and hence to capture enormous additional value. This explains why firms are willing to invest heavily in their targeting capabilities in order to implement this pricing concept. However, targeted pricing based on past behavior of consumers or revealed preferences does not fit into the textbook classifications of price discrimination and needs more theoretical attention. This presentation provides a brief review of the literature in this research area.

Jinhong Xie (谢劲红)

Jinhong Xie is Professor of Marketing and Beall Faculty Fellow at the Warrington College of Business Administration, University of Florida. She received her Ph.D. and M.S. in Engineering and Public Policy from Carnegie Mellon University, M.S. in Optimal Control from the Second Academy of the Ministry of Astronautics (China), and B.S. in Automatic Control from Tsinghua University. Dr. Xie has taught Executive MBA and MBA programs in the USA, Japan and China. She is a recipient of the University of Florida's University Teaching Award.
Professor Xie’s current research includes the impact of emerging technology on pricing strategy, service marketing, product innovation strategy in markets with network effects, and firms' strategic response to product reviews. She has conducted extensive cross-culture studies on product innovation management using data collected from thousands of firms in Japan, the United States, Great Britain, and China. Her research has won awards from INFORMS (Institute for Operations Research and the Management Sciences), MSI (Marketing Science Institute) and PDMA (Product Development and Management Association). She has published in leading academic marketing journals including Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Journal of Product Innovation Management, and Journal of Service Research. Currently, she is Associate Editor of Management Science, Area Editor of Marketing Science, and on the editorial board of the Journal of Service Research.
Emerging Technology and Marketing Strategy:
Managing Network Effects
(新技术与营销战略：运用和管理网络效应)
Abstract
With the rapid development of information technology and the digital revolution, network effects (i.e., the dependence of the consumption utility of a product/service on the number of users who have adopted that product/service) and standards wars (i.e., competition between incompatible “networks”) influence the success of growing numbers of new products/services. I will discuss the unique characteristics of markets with network effects (NE), identify a set of important issues in such markets, and review some recent developments in NE research. I will present some of my own work in this area, which uses theoretical and empirical approaches to analyze strategic issues in NE markets from both firm and consumer perspectives. Specific topics include technology compatibility, dynamic pricing, product line, advertising, market entry, and competition in the presence of NE.
Jeongwen Chiang (蒋炯文)

Jeongwen Chiang is a Professor of Marketing at Cheung Kong Graduate School of Business (CKGSB), China. Before joining CKGSB, Jeongwen was a marketing professor at the University of Rochester, Washington University in St. Louis, Hong Kong University of Science & Technology, and National University of Singapore. He holds a PhD in economics from University of Minnesota, with a specialization in micro-econometrics. His research interests include competition in the telecommunication industry, database marketing, consumer choice, promotion effect assessment, new product/service development, and customer satisfaction. His research has appeared in Marketing Science, Marketing Letters, Strategy Management Journal, and other premier academic journals in the fields of business and economics. He serves as associate editor for International Journal of Research in Marketing and is on the editorial board of International Journal of Marketing Education. He has also frequently reviews papers for leading academic business journals. He has been awarded grants by the Research Grant Council of Hong Kong to fund his research on the telecommunications industry.
Professor Chiang has also worked as a consultant for corporations including Xerox, Merck Sharp & Dohme (Asia) and HSBC Bank alike and has participated in many corporate-sponsored projects with Samsung (Asia), among others. He currently serves as marketing advisor for Chongqing China Mobile Communications on CRM and Brand Management projects. He teaches Executive Education Programs for CKGSB, NUS, Hong Kong University of Science & Technology, and for Asia-info, China Telecom, China Mobile, Johnson & Johnson (China), Hainan Airline and other companies across Great China.
Predicting Customer Defection:
An Application to Mobile Phone Service
(基于使用行为的顾客流失预测：以中国移动为例)
Abstract
The objective this study is to find usage based antecedents to customer defection. The problem of minimizing customer defection has intrigued CRM experts and practitioners ever since the advent of real time tracking of customer usage behavior. However, little is know about factors which drive customer defection, and whether it is possible to accurately forecast customer defection likelihood. We study these issues in the context of a telecommunications-based service provider, using data collected from China Mobile. Our proposed study is unique in that we look in detail at a number of covariates based on customers’ usage behavior prior to defection. Our study adds two key contributions:
· Develop a theoretical understanding of the usage-based factors which drive customers to defect service providers.
· Test and implement a system that can pre-empt customer defection, with the goal of reducing annual “churn” rates.

Michael K. Hui (许敬文)

Professor Michael K. Hui is Associate Pro-Vice-Chancellor and Professor of Marketing at The Chinese University of Hong Kong (CUHK). He was Associate Dean and BBA Program Director of the Faculty of Business Administration at CUHK from 1999 to 2002. Professor Hui obtained his BBA from CUHK in 1980, CAAE from the University of Aix-Marseille, Aix-en-Provence in France in 1983 and Ph.D. from London Business School in 1988. Prior to joining CUHK in 1996, he held academic appointments with the London Business School, Concordia University (Canada), the Hong Kong University of Science and Technology. Professor Hui’s primary teaching and research interests include services marketing and cross-cultural marketing. His articles have appeared in among others, Journal of Consumer Research, Journal of Marketing, Journal of International Business Studies, Journal of Experimental Social Psychology and Journal of Cross-Cultural Psychology. He is currently the editorial board member of Journal of Retailing, Journal of Business Research, Australasian Journal of Marketing, Academy of Marketing Science Revie, Journal of Retailing and Consumer Services and Journal of Marketing Science (Chinese). On the teaching side, Professor Hui has won a number of teaching awards at CUHK including the Outstanding Teacher Award presented by the Faculty of Business Administration in 2003 and the campus wide Vice-Chancellor Exemplary Teaching Award in 2005. Besides teaching and research, Professor Hui also renders consultancy and training services to the business sector and the Hong Kong SAR Government.
Service Relationship and Consumer Reaction to Service Failure:
A Cross-Cultural Study
（服务关系与顾客对服务失误的反应：一项跨文化研究）
Abstract
This study examines cross-cultural variations in the effects of service relationship length on consumers’ reactions to a service failure. It is hypothesized that service relationship length should mitigate the negative consequences of a service failure and that the mitigating effects should be more pronounced (a) in cultures that foster interdependent self-construal than in cultures that foster independent self-construal, and (b) when the service outcome is uncertain than when the service outcome is certain. A total of 208 (104 Canadians and 104 Chinese) undergraduate students participate in a scenario experiment which adopts a 2 (culture: Canadians vs. Chinese) x 2 (outcome uncertainty: uncertain vs. certain) x 2 (relationship: short vs. long) factorial design. Results indicate that service relationship length significantly reduces the negative impact of a service failure on repatronage intention but in contrast with our prediction, the mitigating effect is more pronounced in the condition of low outcome uncertainty than in the condition of high outcome uncertainty. Moreover, service relationship length significantly reduces complaint intention for the Chinese participants but not for the Canadian participants.

Shi Zhang (张实)

Shi Zhang is an Associate Professor with tenure in the marketing group at the UCLA’s Anderson Graduate School of Management. He holds a Ph.D. in Marketing from Columbia University (1997) and a Ph.D. in Linguistics from the University of Arizona (1990). He has served on the faculty at the University of Arizona (1989-1990), Duke University (1990-1993) and UCLA (1997- ). He has also been a short-term visiting faculty at New York University (fall of 2000), Columbia University (fall of 2000), Hong Kong University of Science and Technology (summer of 2004), and Cheung Kong Graduate School of Business in Beijing (summer of 2004, and fall of 2005).
Dr. Zhang is an expert in consumer behavior and marketing strategy. He is known for his work in the area of using comparison and feature alignability to form strategies for market entry and marketing communications, as well as in the area of brand naming and positioning in the international market. He is a frequent speaker at various conferences and seminars in North American and Asia and has published articles in the leading journals of marketing, consumer psychology and decision-making.
Innovative Approaches to Branding Research: Insights and Opportunities
(品牌研究的新方法与新视野)
Abstract
I will present and discuss latest developments in theoretical approaches to branding research. These developments include brand extension studies and sub-branding. In addition, I present some of my own studies on how different segments of consumers (e.g., adults vs. children) evaluate brands, how consumers of different cultural backgrounds (e.g., languages) evaluate brand names, as well as how brand names may have become an unique class of words in consumer cognition. I conclude by outlining research opportunities such as combining experimental research on brand evaluations (e.g., consumer attitudes and preferences) and econometric modeling on return of marketing.

Baohong Sun(孙宝红)

Baohong Sun is an associate professor of marketing at Carnegie Mellon University. She also taught at University of California at Berkeley and University of North Carolina at Chapel Hill.
She holds a Ph.D. from University of Southern California. She develops empirical models to study consumer choice behavior. Her research interests are rational consumer choice and dynamic structural model, evaluation of promotion effect and impact on consumer choice, new product forecasting and survey design, choice models in CRM. Her recent work focus on developing dynamic structural models to investigate consumer response to cross-selling campaigns, loyalty programs, call allocation in service centers, new service channels, optimal design of pricing structures in subscription industry, dynamic and proactive customer relationship management. Her research papers have been published at Marketing Science, Journal of Marketing Science, Journal of Econometrics, Journal of Business in Economics and Statistics etc. She serves on the editorial boards of Marketing Science and Journal of Marketing. In 2006, she won CART Research Frontier Award for Innovative Research at CMU.
She has been actively involved in teaching Executive Education, Open Enrollment programs, Executive MBA, MBA, PhD and undergraduate programs in a few countries. Her favorite courses to teach are Marketing Management, Pricing, Global Marketing, Marketing Research, Marketing Consulting. She won All Star Teaching Awards and was selected Master of MBA teaching. She also won George Leland Bach Teaching Award at CMU.
She contributes articles and comments to business journals in China and also participates media discussions on business issues. She developed case studies on Chinese Enterprises. She was consultant to IBM, International Paper, PNC Bank, Bell South, John Deere and TsingTao Beer, etc. She served on the Board of Directors Chinese Economists Society.
Adaptive Learning and Proactive Customer Relationship Management
（自适应学习与主动的顾客关系管理）
Abstract
CRM is about introducing the right product to the right customer at the right time through the right channel to satisfy the customer’s evolving demands. Ideally, it should follow the development of each individual customer and develop integrated multi-segment, multi-stage, and multi-channel CRM decisions in order to maximize the total customer lifetime profit. However, most existing CRM practice and academic research focuses on methods to select the most profitable customers for a scheduled CRM intervention. This campaign-centric approach deviates from the goal of customer-centric CRM.
In this article, we discuss the two-step procedure (“adaptive” learning and “proactive” CRM decisions) and three-components for customer-centric CRM, adaptive learning (of customer individual preference), forward-looking (into future marketing consequences of current CRM interventions), and optimization (to optimally balance cost and benefit). We then formulate CRM interventions as solutions to a stochastic dynamic programming problem under demand uncertainty in which the company learns about the evolution of customer demand as well as the dynamic effect of its marketing interventions, and make optimal CRM decisions to balance off the cost of interventions and the long-term payoff with the goal of maximizing each customer’s “long-term” profit. The framework allows us to integrate all the inter- and state-dependent factors that drive the CRM decisions and results in inter-temporally related path of CRM solutions that are consistent with customer-centric CRM. Finally, we choose two examples to demonstrate the input, output, and benefit of “adaptive” learning and “proactive” CRM.
The proposed solution meets the recent trends of companies seeking real-time solutions for integrating database and CRM decisions, that are empowered by the advancement of technology.

Shibo Li (李世波)

Shibo Li is an Assistant Professor of Marketing at Kelly Business School, Indiana University. He received a Ph.D. in Industrial Administration (Marketing) from Carnegie Mellon University. His research interests include clickstream data analysis, quantitative models in marketing, analytical and empirical analysis of signaling models, pharmaceutical marketing, and services marketing. He received John A. Howard AMA Doctoral Dissertation Award, the William Cooper Dissertation Award and the Best Student Teacher Award from the Graduate School of Industrial Administration, Carnegie Mellon University. His research has been published in Marketing Science and Journal of Marketing Research.
Online Shopping Cart Abandonment
(在线购物中途放弃购物车现象研究)

Christopher Hsee (奚恺元)

Born and raised in China, Christopher Hsee immigrated to the U.S. after high school. In 1993 he received his doctoral degree in psychology from Yale University, and since then he has been on the faculty of the University of Chicago Graduate School of Business. He is now professor of behavioral science and marketing and holds the Theodore O. Yntema chair professorship. His research interests include behavioral decision theory, behavioral economics, consumer behavior, and the relationship between wealth and happiness. He has published in a wide range of international academic journals, including Marketing Science, Journal of Consumer Research, Psychological Bulletin, Psychological Science, Organizational Behavioral and Human Decision Processes, and he has also served on many editorial boards. Professor Hsee often returns to China and conducts research related to consumer behavior and happiness.
Consumer Behavior and Hedonomics
(消费者行为与幸福学)
Abstract
Virtually all consumers want to maximize the happiness from consumption. However, consumers do not always know how to do so. For example, will people be happier if they live in a pleasant city (e.g., Chengdu) most of the time and occasionally visit a boring city (you name it), or live in a boring city most of the time and occasionally visit Chengdu? Will consumers be more satisfied if they own an 8-megapixel non-portable camera or a 4-megapixel portable camera? In this talk I will briefly review relevant recent hedonomics (happiness) research and explain how consumers can maximize their consumption experience with limited resource and when and why consumers fail to do so.

Yubo Chen (陈煜波)

Yubo Chen is Assistant Professor of Marketing at the Eller College of Management, University of Arizona. He received his Ph.D. in Marketing from the University of Florida, M.E. in Systems Engineering and B.E. in Industrial Management Engineering from Southeast University, Nanjing, China. His current research investigates strategic implications of consumer social interactions and how various product reviews are changing the landscape of marketing strategy. His research has been published in leading academic marketing journals such as Marketing Science and Marketing Letters.
Consumer Social Interactions and Firm Marketing Strategy
（消费者的社会互动和企业营销战略）
Abstract
With the development of information technology and Internet, consumers growingly interact with each other. Two types of product information are becoming increasingly accessible and important for consumer purchase decision: product reviews from third-party professionals and other consumers and product recommendations by sellers based on other consumers’ purchase behavior. These two information sources correspond to two types of consumer social interactions during their purchase process: word-of-mouth learning from others’ words or observational learning from others’ purchase action. This talk addresses three important marketing issues related to these two types of social interactions: 1) what are the functional distinctions between third-party professional and consumer reviews? 2) how should a firm design its pricing, advertising and marketing communication strategies to best respond to these reviews? 3) how do word-of-mouth learning from reviews and observational learning from purchase actions jointly influence consumer purchase behavior and product sales?


Ying Zhao (赵鹰)

Ying Zhao is an Assistant Professor of Marketing at the Hong Kong University of Science and Technology. She received her PhD from University of California, Berkeley. Her research interests include empirical modeling of competitive strategies, pricing, consumer choice models and consumer decision-making. Her papers have appeared in Journal of Marketing Research, Journal of Business, and Marketing Letters.
Modeling Consumer Brand Choice accounting for Price Negotiation
(考虑协商定价的消费者品牌选择模型)
Abstract
In this paper, we enrich the standard choice-modeling framework by developing an approach to jointly modeling consumer brand choice and buying price in a context when buyers are allowed to negotiate with sellers on prices. Specifically, consumer brand choices are modeled as outcomes of utility maximization. The individual consumer-level transaction prices are modeled to be consistent with the Nash Bargaining outcome. We apply the proposed model to two datasets on consumer automobile purchases. The empirical results show that the proposed approach not only fits the data of consumer choice and negotiated price better, but also provides additional insights on the buyer and seller’s behavior, compared to models that only study consumer choice or the negotiated price, but not the two simultaneously.

Rongrong Zhou (周蓉蓉)

Rongrong Zhou is Assistant Professor in Marketing at the Hong Kong University of Science and Technology. She received a B.S. in Management Information System from Fudan University, China, and a PhD in Marketing from Columbia University. Professor Zhou’s research interests lie in the area of consumer decision making. Her work has appeared in Journal of Consumer Research, Journal of Marketing Research, and Organizational Behavior and Human Decision Processes.
Self-regulation and Consumer Decision Making
(自律与消费者决策)
Abstract
Consumers’ decisions can be usefully studied from a self-regulation perspective; that is, these decisions can be examined in light of generic systems and processes that individuals rely on to fulfill their goals (e.g., Carver and Scheier 1998). In this presentation, the author reviews work which reveals the substantial influences that self-regulatory systems known as promotion and prevention (Higgins 1997, 1998) exert on various aspects of consumer decision-making. First, the author presents evidence suggesting differential reliance on visual versus verbal information in decision-making under different regulatory focuses. Specifically, promotion focus is associated with greater emphasis on visual information (e.g., pictures) whereas prevention focus is associated with greater emphasis on verbal information (e.g., attributes). Second, difference in regulatory focus is also shown to be one of the mechanisms underlying implusives’ unhealthy eating choices. In particular, it is suggested that eating impulsives (vs. non-impulsives) spontaneously develop a promotion focus upon exposure to hedonically tempting food and their subsequent decision to consume the food is guided by this promotion orientation. Collectively, findings from the two research seem to be consistent with the view that promotion focus is more in line with a “hot” processing system and prevention focus with a “cool” processing system.


Jianmin Jia (贾建民)

Jianmin Jia is Professor in Marketing at the Chinese University of Hong Kong, Chaired Professor of Chang Jiang Scholars, and Dean of the School of Economics and Management at Southwest Jiaotong University in China. He also serves as a member of the National MBA Education Supervisory Committee of China and a panel member of the National Natural Science Foundation of China.
Jianmin Jia received his Ph.D. from the McCombs School of Business at the University of Texas at Austin. He spent three years as a Visiting Scholar at Carnegie Mellon University and Duke University. He was the prize winner of the 1994 Decision Analysis Student Paper Competition sponsored by the Decision Analysis Society of INFORMS (USA). His dissertation received Honorable Mention Award from the University of Texas at Austin in the 1995/96 academic year. His research and teaching interests include consumer choice, decision making, and China marketing. Professor Jia is an Associate Editor of Operations Research, and has published in Management Science, Marketing Science, Journal of Consumer Research, Operations Research and other leading international journals.

The Effect of Uncertainty on Service Quality Evaluation
（不确定性对服务质量评价的影响)
Abstract
This paper investigates the uncertainty effect of customer satisfaction on the evaluation of service quality based on two surveys from managers. In practice, many firms measure service quality using customer satisfaction surveys, which typically yield a distribution of rating results due to variation in service delivery and differences between customers and serving employees. However, considering only the average value of customer satisfaction ratings is not sufficient to understand consumer evaluation and firm performance. From our surveys, we find that there is a “reflection effect” in the evaluation of service quality. When customer satisfaction ratings are in the positive domain, managers are averse to uncertainty in evaluating service quality and prefer those service firms that can keep performance consistent and dependable. On the other hand, when customer satisfaction ratings are in the negative domain (dissatisfied), managers favor uncertainty and prefer those firms that have more possibilities and opportunities for making a change. There is also an asymmetric effect such that the managers’ evaluation of service quality is more sensitive to customer dissatisfaction than customer satisfaction. Based on prospect theory and risk-value theory, we propose a model that captures these empirical findings. Finally, we illustrate an application of our results for the service quality evaluation of Chinese retail banks.