时 间：2019年3月27日（周三）上午9:30—11:30
地 点：浙江大学紫金港校区行政楼802会议室
主讲人：Henry Shen，法国IESEG管理学院，助理教授
主持人：周欣悦教授，火狐手机版登录入口市场营销学系主任
题 目：Preference Similarity Effects on Consumer Advice Taking: A Bayesian Perspective
主讲人简介：
Henry Shen is an Assistant Professor in Data-driven Marketing at IÉSEG School of Management in Paris, France. He obtained a Ph.D. specializing in Consumer Behavior and Judgment and Decision Making from University of California, Riverside. His research focuses on consumer purchase decision in online context, and has appeared at many top conferences such as ACR North America, BDRM, SJDM, and AoM. He is also the founder and CEO of West Lake Analytics, a data-driven consulting lab dedicated to consumer insight and innovative marketing solution in Chinese content industry.
讲座摘要：
Consumers have access to a wealth of information when making purchase decisions, thanks to a proliferation of consumer-oriented websites and apps. One potential benefit of these apps is that consumers can learn about reviewers’ tastes and preferences and evaluate how similar those preferences are to their own. However, little is known about how Word-of-Mouth (WOM) advice utilization depends on how advisers rated other products. In three experiments and one field study, this article examines how consumers use such preference similarity information when considering WOM. By operationalizing preference similarity as the degree to which two consumers both like or both dislike the same products in a domain, we can compare consumers’ advice taking to a Bayesian normative standard. We find that consumers perceive greater preference similarity and are more influenced by WOM when the anonymous adviser showed greater overlap on ratings of other products in the category, although they inflate how different their preferences are from highly similar advisers, especially for disliking the same products. On the other hand, consumers are surprisingly Bayesian on average when taking advice based on their subjective preference similarities. Our findings suggest that consumers use more WOM from advisers with more similar preferences but should take even more advice, and that recommendation services can strategically provide preference similarity information.
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