时间：2017年5月31日（周三）下午14:00
地点：文科楼622会议室
内容：The Endowment of Status: The Effect of Power Distance Belief on Consumer Responses to Customer Demotion

主讲人：高华超 博士

报告人简介：

高华超博士现为加拿大维多利亚大学商学院助理教授。2008年本科毕业于东北财经大学工商管理学院市场营销专业，获管理学学士学位；2011年研究生毕业于南京大学商学院市场营销专业，获管理学硕士学位；2016年获美国德克萨斯大学圣安东尼奥分校商学院市场营销学博士学位。研究领域为Status Consumption、Cross-Cultural Consumer Research，以第一作者身份在国际顶级期刊Journal of Marketing、Journal of Consumer Research发表论文2篇，是Journal of Consumer Research、Journal of Business Research等期刊的审稿人。作为首席研究员参与“Cultural Influences and Consumer Status Change in Loyalty Programs”等项目的研究，并得到社会科学与人文研究理事会（SSHRC）、卡罗兰研究所等机构的经费资助。

报告内容简介：

Building on the psychological ownership effect, the authors propose the endowment of status. That is, being an elite member creates a strong attachment or ownership of the status to the consumers. Then, losing the status due to customer demotion induces a sense of self-threat, given status as an important part of the self is endangered. In other words, the authors find self-threat as a new mechanism underlying the negative effect of customer demotion. Furthermore, given status is more central and important to high (vs. low) Power Distance Belief consumers’ self, the authors propose the negative effect is more pronounced among those consumers. Lastly, self-affirmation is identified as a boundary condition that the negative effect of customer demotion will be attenuated if self-affirmation is conducted.

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