管理学workshop：

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Highlighting Completion of An Initial Unrelated Trivial Task Increases Motivation for the Main Task

时间：2021年3月19日（周五）下午 17：30-19：00

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：Yangjie Gu, HEC Paris

题目：You Have Finished Typing that Sentence: Highlighting Completion of An Initial Unrelated Trivial Task Increases Motivation for the Main Task

摘要：

This paper addresses an important issue that researchers face when conducting surveys and experiments. When respondents complete surveys and experiments through online panels or in laboratories, they often lack motivation and thus perform poorly. Such a problem is even more severe due to the disruption generated by COVID-19. We identify an effective and low-cost approach to improving respondents’ motivation for research tasks. Many questionnaires start with a relatively trivial task, e.g., answering identification or screener demographic questions. We show that bringing attention to the completion of these trivial tasks increases participants’ motivation in the subsequent main task. We demonstrate this effect in several experiments using a variety of trivial tasks (e.g., stapling a questionnaire, providing demographic information) and subsequent focal tasks (e.g., providing arguments for an ad review; recalling information). The results demonstrate a substantial increase in behavioral measures of motivation, e.g., a 24.6% increase in words written, and a 26.7% increase in information recalled. Our experiments themselves are externally valid since the research is in the context of surveys and experiments.

主讲人简介：

Yangjie Gu is an Associate Profess of Marketing at HEC Paris. She joined HEC Paris in 2015 after two years as an Assistant Professor of Marketing at Tilburg University. Yangjie Gu completed her Ph.D. in Marketing from London Business School. Yangjie’s research interests lie in the domain of consumer behavior and decision-making. In particular, her research focuses on examining factors that influence post-choice satisfaction, product assortment preferences, as well as consumer's hedonic adaptation. Yangjie has published her articles in the Journal of Consumer Research and the International Journal of Research in Marketing. The importance of her research was recognized with the Robert Ferber Award.