2023年10月11日，伟易博行为科学与政策干预交织立异团队2023年秋季学期第三期（总第十五次）分享会顺遂举行。本次分享会约请到夏威夷大学Shidler商学院市场营销系Yanmei Zheng副教授与佛罗里达大学Warrington商学院市场营销系讲席教授Joseph W. Alba，围绕“Reaping What We Do Not Sow: Fame and Fortune from In-Born Advantages”主题举行学术分享。
分享人 The Speakers
Yanmei Zheng is an Associate Professor of Marketing at the University of Hawaii’s Shidler College of Business. She received her Ph.D. from the University of Florida. Her research focuses on the public’s understanding of science and its implications for consumer welfare, business practices, and public policy. Her research finds significant gaps between lay consumer’s understanding of the world and the scientific view of the world identifies interventions to narrow those gaps. Yanmei’s research has been published in top-tier academic journals such as Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing. She teaches Principles of Marketing and Consumer Behavior to undergraduate students at the University of Hawaii.
Joe Alba is a Distinguished Professor of Marketing and James W. Walter Eminent Scholar in Entrepreneurship at the University of Florida Warrington College of Business. His recent research focuses on the interplay of physical causation and magical thinking across an array of welfare-enhancing technologies. He is a past President of the Association of Consumer Research and is a Fellow of the Society for Consumer Psychology, the American Psychological Association, and the Association for Consumer Research. He has received the Distinguished Scientific Contribution Award from the Society for Consumer Psychology and the Paul D. Converse Award from the American Marketing Association. His fortunate choice of co-authors has led to the Journal of Marketing MSI/Paul Root Award, the AMA Louis Stern Award, the Sheth-JCR Foundation Award, and two Journal of Consumer Research Outstanding Article Awards.
分享会 The Seminar
Elite performers obtain extraordinary returns on their talents directly via consumers’ expenditures or indirectly via brand promotion. The present research examines consumer perceptions of the deservingness of such fame and fortune as a function of consumers’ understanding of the basis of success. Advances in neuroscience and genetic science increasingly reveal the biological underpinnings of human behavior. However, it remains to be seen whether consumer adulation for elite performers persists in light of biological accounts of their success. Across multiple studies, we find that the extent to which biological causation influences consumer adulation is nuanced, varying with the type of biological cause implicated, the amount of grit inferred, and the perceived “noncorporeality” of the talent involved.
