管理学workshop：

How Do Social Movements Affect Identity-Based Consumption? #MeToo and the Demand for Gendered Product

时间：2021年5月21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：David Dubois, INSEAD

题目：How Do Social Movements Affect Identity-Based Consumption? #MeToo and the Demand for Gendered Product

摘要：

This research examines whether and how #Metoo - a major social movement centered around women's identity - affected the demand for gendered attributes in footwear (e.g., shoe type and shoe color). As a social movement, #Metoo made more salient both desired and stigmatized aspects of women's identity, through advocating for greater gender equality and denouncing sexual harassment of women in the workplace. Building on the idea that consumers engage in identity-based consumption either through association with desired identity facets or through dissociation from stigmatized identity facets, we predict and find that #Metoo increased the demand for gendered attributes (heel height, feminine colors such as pink or red) when the movement generated more interest in desired (vs. stigmatized) facets of women identity. In contrast, #Metoo decreased the demand for such attributes when the movement generated more interest in stigmatized (vs. desired) facets of women identity. To test these predictions, we analyze how local variations of online search data indicative of consumers' interest for desired (i.e. gender equality topic) and stigmatized (i.e., sexual harassment topic) facets of women's identity affects online shoe sales using daily product-level stock-out data from a leading global fast fashion retailer reflecting consumer demand (32 OECD countries; +/- 6 weeks around #MeToo; January 2017 - December 2018). Implications for how brands can predict demand alterations from social movements, when social movements affect consumer identity through association vs. dissociation as well as the well as the cultural spillover of social movements are discussed.

主讲人简介：

David Dubois (PhD, Kellogg School of Management) is a tenured Associate Professor at INSEAD and one of the world’s leading scholar on data-driven marketing, customer centricity and digital transformation. David’s work on digital consumer behavior, analytics-driven customer insights, social influence, social media behavior, word-of-mouth and luxury consumption has appeared in top journals such as Nature Communications, Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Harvard Business Review, Journal of Personality and Social Psychology, Psychological Science, Journal of Experimental Social Psychology, Social Psychological and Personality Science and Current Opinion in Psychology. His work is regularly featured in outlets such as The Financial Times, The Economist, The Wall Street Journal, Forbes, Bloomberg, CNN, NPR, Time Magazine and Le Monde, among others. He is an associate editor for the Journal of Consumer Research and an editorial review board member for Recherche et Applications en Marketing. In recognition of his top publications, David was named 2017 Young Scholar by the Marketing Science Institute.