市场营销学系学术讲座

时   间：2024年11月5日13:30-15:00

地   点：思源楼 624

主   题：Consumer Responses to Favorite Product Removal: Evidence from Beverage Vending Machines

主讲人：Andrew Ching, Professor

               Marketing at the Carey Business School

               Johns Hopkins University

主持人：张杏 副教授

摘    要:

How do consumers react when their favorite product is removed? This paper sheds light on this question by using a novel panel dataset of vending machine (vm) purchases in Japanese train stations. Our difference-in-differences analysis shows that although consumers reduce their purchases at their favorite vm, they do not reduce their overall purchases.  High variety-seeking consumers are more likely to find a substitute at their favorite vm.  In contrast, low variety-seeking consumers tend to seek their favorite product at another vm; but if they cannot find it, they opt for a substitute.  Interestingly, we also find evidence that consumers become more likely to experiment something new.  This suggests that their repeated purchases of the same product maybe an outcome of habitual behavior, and removal of their “favorite” product may break their habitual mindset and trigger them to experiment new products.

简   介:

Andrew Ching, PhD (University of Minnesota), is a professor of marketing at the Carey Business School at the Johns Hopkins University, where he is also jointly appointed at the Department of Economics, and the Bloomberg School of Public Health.   He is currently serving as a member of editorial boards for Journal of Marketing Research and International Journal of Research in Marketing.  His research focuses on developing new empirical structural models and estimation methods to understand learning, forward-looking, strategic, and bounded rational behavior of consumers and firms.  His latest research focuses on modeling how consumers and firms adaptively learn in a changing world using AI and digital tools.  He has received Young Economist Award from European Economic Association, Finalist of John Little Award, Honorable Mention of Dick Wittink Prize Award, and several major grants from the Social Sciences and Humanities Research Council (SSHRC).

市场营销学系

2024-10-30