Investing in the Future Self:

Legacy Motivation Increases Consumer Saving

时间：12月12号（周四）12：30-14：00

地点：北京大学国家发展研究院，致福轩会议室

嘉宾：王琳，中山大学国际金融学院助理教授

Abstract:

Legacy motivation is defined as that one wants to leave a mark on this planet and to be remembered by others for a long time. Prior research has discussed the influence of legacy motivation in intergenerational decision-making and organizational behavior. The current research introduces the legacy motivation into the marketing domain and demonstrates its impact on consumers’ financial decisions. Data from a set of 6 studies, including 5 experiments and a secondary dataset, show that legacy motivation can increase consumer saving. Moreover, the underlying mechanism and several moderators have been identified (e.g., consumers’ childhood experience and confidence in the future). The current research contributes to the literature in legacy motivation, financial decision-making, and evolutionary psychology. Also, it sheds light on how enterprises can effectively persuade consumers to make an investment in a scientific manner.

嘉宾简介：

王琳博士现为中山大学国际金融学院助理教授，主要研究方向是动机对消费行为的影响，如金融消费行为与亲社会行为等。主持一项国家自然科学基金青年项目。论文曾获得中国高等院校市场学研究会年会最佳论文奖。王博士还为诸如AMA，SCP，心理学报等会议与期刊评审论文。