Do Consumers Always Spend More When Coupon Face Value is Larger?
Exploring the Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level
时 间：2016年12月21日（周三）下午 13:30-15:00
地 点：体育外围平台APP紫金港校区行政楼702会议室
主讲人：Prof. JIA He, University of Hong Kong
主持人：陈熹教授，体育外围平台APP
摘 要:
It is quite common that a coupon can be applied to one of several different products sold at different prices within the same product line of a brand. With such a product-line coupon, consumers need to decide what specific product to buy, resulting in different levels of consumer spending. It is important, yet under-researched, how coupon face value influences consumer spending level in such a context. One field study and three lab experiments demonstrate that the relationship between coupon face value and consumer spending level may not always be intuitively positive and instead could take an inverted U-shape under certain circumstances. The authors identify conditions for the inverted U-shaped effect of coupon face value on consumer spending level and show that this effect occurs when the price level of products is high, when consumers have a strong saving orientation, when the information related to products is not excessive for consumers to process, and when consumers are inclined to engage in thorough product comparison.
主讲人简介：
He (Michael) JIA is an Assistant Professor of Marketing at the University of Hong Kong. He received a Ph.D. degree from the University of Southern California and M.A. and B.A. degrees from Nanjing University. His research focuses on marketing-related visual cues, product and brand management, and construction and consequences of risk perception. He has won the 2015 ACR-Sheth Foundation Dissertation Grant Competition (co-winner) and 2016 AMS-Mary Kay Dissertation Proposal Competition (sole winner). His research has been published in the Journal of Consumer Psychology.
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数据科学与管理工程学系
2016年12月15日
