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讲座名称

The Oreo Effect: Ritualistic Behavior Decreases Loneliness by Making Life More Meaningful

奥利奥效应：仪式行为能够通过使生命更有意义而降低孤独感

讲座时间：2019年7月22日（周一）上午9:00-10:00

讲座地点：管理学院善衡堂一楼培华会议室

主讲嘉宾：Thomas Kramer 加州大学河滨分校市场营销系教授

主持人：王海忠教授 中山大学管理学院

主办单位：“中国营销创新”科研团队

嘉宾简介

Thomas Kramer教授在斯坦福商学院获得营销学博士，现任加州大学河滨分校市场营销系教授。他的研究关注消费者偏好构建的影响因素以及随后的的决策过程，包括消费者具有的超常信念（比如因果报应）、偏见和启发式。他的文章发表在Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Consumer Psychology和 Organizational Behavior and Human Decision Processes等学术期刊。现担任Journal of Consumer Research 和 Journal of Consumer Psychology副主编。

讲座简介

Despite the prevalence of loneliness and the negative consequences associated with it, loneliness has received surprisingly little attention in the marketing literature. Based on research showing that lonely people often lack meaning in their life, we propose that ritualistic behavior that involves consumer products may reduce loneliness by making life more meaningful. Specifically, a series of studies finds that engaging in even trivial, unknown ritualistic behavior reduces loneliness among lonely, but not among calm or angry, consumers. Support for the important role of meaningfulness comes from results showing that the effect of rituals on loneliness is mediated by meaning in life, and that ritualistic behaviors no longer impact loneliness when the experience of meaningfulness can be derived incidentally.

尽管孤独感普遍存在，并且有很多负面后果，但是很少有营销文献研究它。过去文献发现孤独的人常常缺乏生命的意义，基于此我们提出仪式感能够通过使生命更有意义而降低孤独感。我们通过一系列研究发现，即使那些不为人共知的、琐碎的仪式性行为也能降低孤独消费者的孤独感，但是对冷静或愤怒的消费者却没有作用。这些具有仪式感的行为通过影响生命意义的中介效应对孤独感产生影响。此外，如果意义能够通过其它途径获得，则仪式性行为不再影响孤独感。