市场营销学系学术讲座

时间：2013年4月11日（周二）21:00-22:30

腾讯会议: 151 809 722 密码：230411

主持人：许梦然青年副研究员

主题：Choosing More Food for Others

主讲人：Peggy J. Liu

University of Pittsburgh, Katz Graduate School of Business

摘要:

Consumers often choose portion sizes of food for others in their lives, including romantic partners, friends, and children. This research examines portion size choices for others, showing that consumers often choose larger portion sizes for others, compared to both the portion sizes that consumers choose for themselves and that consumers predict others want to eat. Mediation evidence suggests that this effect occurs because choosing for others (vs. choosing for self or predicting for others) leads to a heightened focus on conveying warmth (i.e., kindness, care). Consistent with this account, consumers’ tendency to choose larger portion sizes for others is magnified in social contexts in which conveying warmth (vs. competence) is highlighted as important. Additionally, consumers no longer choose larger portion sizes for others in contexts in which choosing larger portion sizes likely does not convey warmth (e.g., when choosing portion sizes of unhealthy food for others with recently expressed dieting goals or for young children). Finally, consumers may be choosing too-large portion sizes for others. Consumers choose larger portion sizes for others than how much others want to receive from them, and recipients’ warmth evaluations of choosers are relatively insensitive within the scope of larger portion sizes chosen for them.

个人简介:

Peggy Liu, Ph.D., is Ben L. Fryrear Chair in Marketing and Associate Professor of Business Administration at the University of Pittsburgh’s Joseph M. Katz Graduate School of Business.

Professor Liu’s research expertise is consumer behavior, with a focus on the health and social domains. Her research has been published in top marketing, management, and psychology journals, such as Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Management Science, Journal of Consumer Psychology, Organizational Behavior & Human Decision Processes, Journal of Personality & Social Psychology, and Personality & Social Psychology Bulletin. She has also published extensively in public health and medical journals.

Professor Liu is also an award-winning teacher. She was named one of Poets & Quants Top 50 Undergraduate Business School Professors in 2020. She has also won the Katz Excellence in Teaching Award multiple times. She currently teaches consumer behavior at the undergraduate and Ph.D. levels.