管理学workshop：

Symbolic Disposal

时间：2021年3月12日（周五）上午 10：30-12：00

地点：zoom线上平台

（若有意参会，请将参会请求通过电子邮件发送至: shyang2018@nsd.pku.edu.cn以获取会议链接）

主讲人：Mathew S. Isaac, Seattle University

题目：Symbolic Disposal

          Aaron R. Brough (Utah State University) and Mathew S. Isaac (Seattle University)

摘要：
Marketers have long understood that the act of consumption can be symbolic as well as functional. This research introduces the idea that the act of disposal can likewise be symbolic and defines symbolic disposal as the use of disposal to intentionally make a point to others or send a message to oneself. We further propose that consumer identity may be influenced not only through product acquisition and usage, but also through product disposal. Across five studies, both antecedents and consequences of disposal method preferences are examined. Evidence gathered from actual disposition of real possessions suggests that symbolic disposal is prevalent and frequently publicized. Results further show that when disposing of products with negative (vs. positive or neutral) sentimental value, preference for trashing increases even for products with market value that could instead be donated or sold. We attribute this effect to symbolic fit—the ability of a disposal method to uniquely express sentimental value—and show that cognitive elaboration amplifies the effect of sentimental value on preferred disposal method. Because symbolic disposal can promote wasteful behavior, this work also has important implications for waste reduction and sustainability.

主讲人简介：

Dr. Mathew S. Isaac is the Genevieve Albers Professor of Marketing at the Albers School of Business and Economics at Seattle University. His research focuses primarily on consumer judgment and decision-making. He is particularly interested in the processing of numerical information, lists, and categories, and in consumers’ response to persuasion attempts. Dr. Isaac's research has been published in a number of leading scientific journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and Social Psychological and Personality Science. He currently serves on the Editorial Review Boards for the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing, and Journal of Advertising. Dr. Isaac received a bachelor's degree in Biology from the University of Chicago, an M.B.A. from the Booth School of Business at the University of Chicago, and a Ph.D. in Marketing from the Kellogg School of Management at Northwestern University. Prior to entering academia, Dr. Isaac advised media, healthcare, and private equity clients as a Consultant and Manager for Bain & Company and ZS Associates.