演讲题目：THE SOCIAL DECISION FRAMING EFFECT: REJECTIONS ARE MORE CONTAGIOUS THAN CHOICES（社会决策框架效应：拒绝比选择更容易传播）
演讲嘉宾：南香兰，佛罗里达大学市场营销博士候选人
演讲时间：2020年9月24日（周四）上午08:00-10:00
演讲地点：随会
文章简介:
每天我们都会通过不同的渠道了解其他人的决策。我们将其中一些决策视为选择，而其他则视为拒绝。仅仅将他人的决策视为选择还是拒绝会不会影响我们自己的行为？我们是否更有可能跟他人做相同的决定？此研究试图解答这些问题并发现社会决策框架效应：当观察者将他人的决策视为决绝（与选择相比）时更容易做出相同的决定。包括现场试验的七项实验结果支持社会决策框架效应，并进一步表明此效应是由不同的因果推断导致的。当观察者将他人的决策视为拒绝（选择）时更有可能将他人的决策归因于产品质量的差异（个人喜好），因此他们更有可能（更少）做出相同的决定。此研究为决策框架，社会影响以及质量和个人喜好相关研究做出贡献，并为企业和消费者提供了重要的启示。
个人介绍:
南香兰，佛罗里达大学市场营销博士候选人。研究方向：判断与决策，社会影响，品牌感知，质量与个人喜好差异。研究成果（期刊论文：正在修改）：Nan, Lana* and Yang Yang*,“The Social Decision Framing Effect: Rejections Are More Contagious Than Choices”, Revise and Resubmit, Journal of Consumer Research。部分研究进展：Nan, Lana, Xiang Wang, Yang Yang, and Chris Janiszewski, “Product Assortment Size and Brand Perception”;Nan, Lana and Chris Janiszewski, “Future Probability”; “Anthropomorphism and Political Ideology”;“Choose vs. Rejection and Information Processing”。
Abstract:
Every day, we learn about others’ decisions through different sources. We perceive some of these decisions as choices, and others as rejections. Does the mere perception of another’s decision as a choice versus as a rejection influence our own behavior? Are we more likely to conform to another’s decision if we view it in one way or the other? The current research investigates these questions and identifies a social decision framing effect: a greater tendency to conform to another’s decision when it is perceived as a rejection versus as a choice. Seven studies, including a field study, demonstrate this effect and further show that it is driven by differential causal inferences; when observers perceive the other’s decision as a rejection (choice), they are more likely to attribute the decision to differences in product quality (personal preference), so they are more (less) likely to conform to that decision. This research bridges the existing literatures on decision framing, social influence, and perceptions of quality and personal preference, and it offers important implications for both marketers and consumers.
