【Topic】
The Influence of Shared Consumption on Product Efficacy Perceptions: The Detrimental Effect of Sharing with Strangers
【Online ID】
Tencent Meeting: 507-662-629
【Host】
Prof. JIA Yanli, associate professor of Department of Marketing, School of Management, Xiamen University
【Abstract】
Opportunities for the shared consumption of publicly available products that once might have been considered personal-use only, such as hand sanitizers and shampoos, are proliferating in the consumer environment. This work explores shared product consumption in these underresearched, but now ubiquitous, contexts. We suggest and find, over a series of five studies and across a variety of product domains, that sharing a product with strangers (i.e., sharing-out) engenders a lower sense of identification with the product, which leads to lower perceived product efficacy. We further show that the dampening effect of sharing-out on efficacy perceptions is limited to consumers high in self-brand connection.
【Speaker】
Thomas Kramer
（Undergraduate Programs for the School of Business at the University of California）
Thomas Kramer is a Professor of Marketing and the Associate Dean of Undergraduate Programs for the School of Business at the University of California, Riverside. He received his Ph.D. degree from Stanford University and his MBA and Bachelor’s degrees from Baruch College, CUNY. Prior to joining the University of California, Riverside in 2015, he was a faculty member at Baruch College from 2003 to 2010, and at the University of South Carolina from 2010 to 2015.
Professor Kramer’s research interests focus on examining factors that influence preference construction and subsequent decision-making, including extraordinary consumer beliefs (such as superstitious, magical, fateful, or karmic beliefs), biases, and heuristics. He has published 36 peer-reviewed articles, and his research has appeared in top marketing and decision-making journals, including the Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Consumer Psychology, and Organizational Behavior and Human Decision Processes. His most recent work examines differences in consumer behavior engendered by renting versus purchasing skill-based products, ritualistic consumer behavior to overcome negative affective states, and consumer implications of shared consumption.
Professor Kramer is currently the Co-Editor of the Journal of Consumer Psychology and has served as Associate Editor at both the Journal of Consumer Research and the Journal of Consumer Psychology. In 2018, he served as Issue Co-Editor for the Journal of the Association of Consumer Research issue on “The Science of Extraordinary Beliefs.” He currently serves on the editorial review boards of the Journal of Marketing Research and the Journal of International Marketing.
Professor Kramer has taught undergraduate, MBA, PhD, and executive-level courses in Marketing Management, Marketing Research, Consumer Behavior, and Global Marketing.
