市场营销学系学术讲座

时间：2023年6月27日（周二）14:30

地点：思源教授楼624室

主题：Exposure Paradox and the Riskiness of Strong Ties

主讲人：Jayson S. Jia (贾轼), 香港大学经管学院副教授

主持人：殷云露，复旦大学管理学院青年副研究员

摘要：

Fear of strangers and trust in family are deeply ingrained in human psychology and culture. However, in epidemiological contexts such as COVID-19, absolute risk is determined by social exposure; in other words, those closest to us often pose the greatest risk (of disease spread). Across 4 online studies and 3 nationally representative field surveys (two conducted during the pandemic (US N = 2497, China N = 2638)), we find evidence of a systematic bias in perception that the strangers (and weak ties) pose greater COVID-19 transmission risk than close relations (and strong ties). We observe this effect both during and after the pandemic. The bias is weaker but still statistically significant for those with previous COVID-19 infection (and learning). Furthermore, we find that the perceived social network dynamics of spreading vary across relationship categories; the relationship between structural embeddedness and perceived infectiousness is flat, linear, and discrete for family ties, friends, and strangers, respectively. We test varying psychological explanations for the bias in risk perceptions, including exposure neglect, stranger anxiety, uncertainty, perceived information asymmetry, among others. Overall, our findings show how systematic biases in the psychological perception of social relationships can lead to dangerous misunderstandings of networked risks (such as disease spread), and highlight how many psychological perceptions are maladaptive to commonplace network contexts.

简介:

Dr. Jia’s expertise is in behavioral science and consumer psychology in the digital era. His research interests include digital consumption experiences, the psychology of risk and uncertainty, and social and mobility networks. His recent work combines social and natural experiments with large-scale digital field data, for example by using human movement data from mobile phones to model the spread of COVID-19 risk, using mobile app data to map population-scale psychological preferences, and using natural shocks to understand the role of social networks in driving behavior during emergencies. Dr. Jia’s research has been published in top tier basic science, management, marketing, and psychology journals such as Nature, Nature Communications, Management Science, Journal of Marketing Research, Journal of Consumer Research, Psychological Science, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: General. His work has received media coverage from popular outlets including BBC, Business Insider, Scientific American, The Guardian, Psychology Today, Stanford Business Magazine, Harvard Business Review, MIT Sloan Review, MSN, Wall Street Journal, Forbes, Xinhua, People’s Daily, Bilibili and Jinri Toutiao.