Chronological cues, association, and consumer mere newness preferences

时间：12月19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：揭赟，中山大学管理学院市场学系助理教授

Abstract:

Consumers may prefer newer options for many reasons—e.g., trendiness, freshness, or improvements over older options. In this article, we find that consumers also prefer options that are merely chronologically newer, such as a more recently purchased scratch-off lottery ticket. That is, consumers show a preference for even chronologically newer options independent of the benefits of newness. To explain this mere newness preference, we show that almost all consumers implicit associate “newer” and “better.” This association exists at a general level and does not require specific inferences about product trendiness, freshness, improvements, etc. Indeed, we demonstrate that mere newness preferences exist whether choices are between transparently identical options (e.g., coin tosses and scratch-off lottery tickets) or between different, richly-described products. We also demonstrate attenuation of such preferences in domains where consumers may hold that opposite association, such as for red wine and classic art. Finally, we show that this matters for real consumer decisions by finding that consumers are willing to pay more for merely newer options in incentive-compatible studies.

嘉宾简介：

揭赟，2017年获得加州大学河滨分校管理学博士（市场营销方向），现任中山大学管理学院市场学系助理教授，研究兴趣为消费者行为决策理论。研究成果发表于Journal of Business Research (SSCI， 唯一作者), Journal of Brand Management (SSCI期刊， 第一作者) 等期刊。担任ACR和SCP匿名审稿人，曾被耶鲁大学和哈佛大学等应邀报告其研究内容，获得2019顶尖华人营销学者论坛——营销科学与应用国际论坛论文比赛一等奖。