-
首页
-
教学项目展开 / 收起
sidenav background教学项目
sidenav header background[5月16日]管理学workshop
发布日期：2019-05-14 09:49 来源：
Time: May 16, 2019 (Thursday) 10:00-11:30
Location: Zhifuxuan Meeting Room, National School of Development, Peking University
Speaker: Dr. Yuanyuan Li
The Negative Appeal of Multi-Period Incentive Programs
Abstract
Economic theory predicts that an improvement in the financial benefit of a promotional offer should increase the appeal of the offer. Six studies show this is not the case. When a two-period promotional offer includes a second-period incentive that is perceived as restrictive, the negative impact of this restriction can negate the benefits of the second period incentive and make the two-period promotional offer less appealing than a single-period promotional offer. The negative effects of restrictions are more likely to be observed among existing customers and when the second-period promotion is small relative to the first period promotion. The implication is that short-term incentive programs designed to facilitate more frequent shopping may backfire in certain situations.
About the Speaker
Yuanyuan Li is an Assistant Professor of Marketing and Electronic Business, School of Business, Nanjing University. She received her PhD in Marketing from KU Leuven. Her prior research focuses on understanding the social and affect influences on consumer decision-making, especially on self-regulation from the perspective of evolutionary psychology, like parenting motivation and baby cues. Her recent work examines how promotion bundling influences perceived value and how stress influences consumer decision-making. Another stream of her recent research interest is health decision making.
国家发展研究院官方微信
Copyright© 1994-2012 北京大学 国家发展研究院 版权所有, 京ICP备05065075号-1
保留所有权利，不经允许请勿挪用
-
首页
-
教学项目展开 / 收起
sidenav background教学项目
sidenav header background[5月16日]管理学workshop
发布日期：2019-05-14 09:49 来源：
Time: May 16, 2019 (Thursday) 10:00-11:30
Location: Zhifuxuan Meeting Room, National School of Development, Peking University
Speaker: Dr. Yuanyuan Li
The Negative Appeal of Multi-Period Incentive Programs
Abstract
Economic theory predicts that an improvement in the financial benefit of a promotional offer should increase the appeal of the offer. Six studies show this is not the case. When a two-period promotional offer includes a second-period incentive that is perceived as restrictive, the negative impact of this restriction can negate the benefits of the second period incentive and make the two-period promotional offer less appealing than a single-period promotional offer. The negative effects of restrictions are more likely to be observed among existing customers and when the second-period promotion is small relative to the first period promotion. The implication is that short-term incentive programs designed to facilitate more frequent shopping may backfire in certain situations.
About the Speaker
Yuanyuan Li is an Assistant Professor of Marketing and Electronic Business, School of Business, Nanjing University. She received her PhD in Marketing from KU Leuven. Her prior research focuses on understanding the social and affect influences on consumer decision-making, especially on self-regulation from the perspective of evolutionary psychology, like parenting motivation and baby cues. Her recent work examines how promotion bundling influences perceived value and how stress influences consumer decision-making. Another stream of her recent research interest is health decision making.
访问学者申请
EMAIL
北京大学
ENGLISH
