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sidenav header background[5月9日]管理学workshop
发布日期：2019-05-07 02:00 来源：
Time: May 9, 2019 (Thursday) 10:00-11:30
Location: Zhifuxuan Meeting Room, National School of Development, Peking University
Speaker: Dr. Han Gong
The Effect of Empty Space on Choice Deferral
Abstract
Empty space is an elemental component on all visual communications. While past work has demonstrated the impacts of empty space on consumer perception and judgment, the current project provides converging evidence that empty space surrounding a given choice set can also affect decision-making processes. Specifically, we show that when the space in a decision context (e.g., the margin of an online shopping website) is substantial, consumers are more likely to bring to mind alternatives that are absent from the given choice set and therefore defer to make a choice. Results from six studies support the proposed effect. Our findings confirm that this space effect on choice deferral is driven by thoughts related to unavailable alternatives, not by gathering more information about existing alternatives. Finally, we demonstrate that the effect gets mitigated when the decision concerns whether or not to buy a particular option instead of choosing among multiple options, which sheds more light on the circumstances under which the effect will occur.
About the Speaker
Han Gong is an Assistant Professor of Marketing at the College of Business, Shanghai University of Finance and Economics. She received her PhD in Psychology from Northwestern University. Prior to joining Shanghai University of Finance and Economics, she worked as an Assistant Professor of Marketing at Nanjing University. Her research focuses on understanding the cognitive and social influences on consumer decision-making. Her recent work examines how different types of numerical information shapes consumer perception and judgment. Another stream of research studies the effects of incidental cues on consumer choice deferral. Her research has been published in academic journals such as Journal of Consumer Research , Journal of Consumer Psychology , Judgment and Decision Making , and Research Policy .
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首页
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教学项目展开 / 收起
sidenav background教学项目
sidenav header background[5月9日]管理学workshop
发布日期：2019-05-07 02:00 来源：
Time: May 9, 2019 (Thursday) 10:00-11:30
Location: Zhifuxuan Meeting Room, National School of Development, Peking University
Speaker: Dr. Han Gong
The Effect of Empty Space on Choice Deferral
Abstract
Empty space is an elemental component on all visual communications. While past work has demonstrated the impacts of empty space on consumer perception and judgment, the current project provides converging evidence that empty space surrounding a given choice set can also affect decision-making processes. Specifically, we show that when the space in a decision context (e.g., the margin of an online shopping website) is substantial, consumers are more likely to bring to mind alternatives that are absent from the given choice set and therefore defer to make a choice. Results from six studies support the proposed effect. Our findings confirm that this space effect on choice deferral is driven by thoughts related to unavailable alternatives, not by gathering more information about existing alternatives. Finally, we demonstrate that the effect gets mitigated when the decision concerns whether or not to buy a particular option instead of choosing among multiple options, which sheds more light on the circumstances under which the effect will occur.
About the Speaker
Han Gong is an Assistant Professor of Marketing at the College of Business, Shanghai University of Finance and Economics. She received her PhD in Psychology from Northwestern University. Prior to joining Shanghai University of Finance and Economics, she worked as an Assistant Professor of Marketing at Nanjing University. Her research focuses on understanding the cognitive and social influences on consumer decision-making. Her recent work examines how different types of numerical information shapes consumer perception and judgment. Another stream of research studies the effects of incidental cues on consumer choice deferral. Her research has been published in academic journals such as Journal of Consumer Research , Journal of Consumer Psychology , Judgment and Decision Making , and Research Policy .
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