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【MBAChina網(wǎng)訊】

講座名稱

The Oreo Effect: Ritualistic Behavior Decreases Loneliness by Making Life More Meaningful

奧利奧效應(yīng)：儀式行為能夠通過使生命更有意義而降低孤獨(dú)感

講座時間：2019年7月22日（周一）上午9:00-10:00

講座地點(diǎn)：管理學(xué)院善衡堂一樓培華會議室

主講嘉賓：Thomas Kramer 加州大學(xué)河濱分校市場營銷系教授

主持人：王海忠教授 中山大學(xué)管理學(xué)院

主辦單位：“中國營銷創(chuàng)新”科研團(tuán)隊(duì)

嘉賓簡介

Thomas Kramer教授在斯坦福商學(xué)院獲得營銷學(xué)博士，現(xiàn)任加州大學(xué)河濱分校市場營銷系教授。他的研究關(guān)注消費(fèi)者偏好構(gòu)建的影響因素以及隨后的的決策過程，包括消費(fèi)者具有的超常信念（比如因果報應(yīng)）、偏見和啟發(fā)式。他的文章發(fā)表在Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Consumer Psychology和 Organizational Behavior and Human Decision Processes等學(xué)術(shù)期刊?，F(xiàn)擔(dān)任Journal of Consumer Research 和 Journal of Consumer Psychology副主編。

講座簡介

Despite the prevalence of loneliness and the negative consequences associated with it, loneliness has received surprisingly little attention in the marketing literature. Based on research showing that lonely people often lack meaning in their life, we propose that ritualistic behavior that involves consumer products may reduce loneliness by making life more meaningful. Specifically, a series of studies finds that engaging in even trivial, unknown ritualistic behavior reduces loneliness among lonely, but not among calm or angry, consumers. Support for the important role of meaningfulness comes from results showing that the effect of rituals on loneliness is mediated by meaning in life, and that ritualistic behaviors no longer impact loneliness when the experience of meaningfulness can be derived incidentally.

盡管孤獨(dú)感普遍存在，并且有很多負(fù)面后果，但是很少有營銷文獻(xiàn)研究它。過去文獻(xiàn)發(fā)現(xiàn)孤獨(dú)的人常常缺乏生命的意義，基于此我們提出儀式感能夠通過使生命更有意義而降低孤獨(dú)感。我們通過一系列研究發(fā)現(xiàn)，即使那些不為人共知的、瑣碎的儀式性行為也能降低孤獨(dú)消費(fèi)者的孤獨(dú)感，但是對冷靜或憤怒的消費(fèi)者卻沒有作用。這些具有儀式感的行為通過影響生命意義的中介效應(yīng)對孤獨(dú)感產(chǎn)生影響。此外，如果意義能夠通過其它途徑獲得，則儀式性行為不再影響孤獨(dú)感。