时 间：2017年10月10日（周二）下午 14:00-15:30
地 点：体育外围平台APP紫金港校区行政楼1102会议室
主讲人：王青，英国华威大学教授，体育外围平台APP市场营销学系客座教授
主持人：周欣悦教授，体育外围平台APP市场营销系主任
题 目： The Role of Process-focused Emotions and Perceived Product Newness in
New Product Adoption:
主讲人简介：
英国华威大学商学院前副院长，营销与创新学教授，奢侈品牌与创新研究院联合创始人。曾任杜克大学，英士国际商学院，清华大学，体育外围平台APP以及中山大学客座教授。在国际顶级学术期刊发表过多篇论文，并荣获美国营销科学（Marketing Science Institute) 2009年度最佳论文和2015年度英国杰出亚裔女性。主持过包括英国科学院，Leverhulme 和AXA基金会等多项研究课题，并兼任数家奢侈品牌公司的顾问和非执行董事。
讲座摘要：
This paper provides new insights in marketing of new technological products, by conceptualizing the adoption process as consisting of emotional drivers linking initial use to continued use, and empirically tests a two-stage affective model. Combining prior theory about emotions in decision making with literature on mental simulations in new product evaluations, it examines the effect of process-focused anticipatory emotions on usage emotions and continuing usage intentions, and how the degree of perceived product newness influences emotions both before and after initial usage. In a two-wave field study of first-time buyers of 21 technological products, the authors show that emotions evoked by process-focused mental simulations prior to initial usage (i.e. anticipatory emotions of excitement and anxiety) influence emotions after initial usage (i.e. disconfirmation emotions of amazement and shock) by biasing how consumers predict and interpret their initial usage experiences with the product. In this regard our study extends from previous research on the cognitive effect of mental simulations to show how emotions derived from mental simulations also affect new product evaluations. In addition, the study’s results show that perceived newness generally has a negative effect on emotions before initial usage, but becomes positive after initial usage. It seems that perceived newness could have the function of “rewarding” persistent users due to its contrasting effects before versus after adoption.
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