Topic: New Insights into Gift-Giving

Speaker: Professor Jiang Yuwei, The Hong Kong Polytechnic University

Time: November 12, 2024, 08:30

Venue: EMS 222

Abstract:

Social relationships are fundamental to humankind’s happiness and well-being. To establish and maintain these relationships, we give gifts to each other on various occasions. The prevalence of gift-giving spurs an ever-growing gift industry, and it is important for marketing and consumer researchers to fully understand how consumers select their gifts. This talk covers two ongoing research projects about how consumers select gifts for others. Specifically, these two projects investigate 1) how romantic motive shapes gift selection, and 2) how consumers react to gifts with a minimalistic design. Together, findings from these two projects offer novel insight into consumers’ unique cognition and motivation in different gifting contexts.

Guest Bio:

Yuwei Jiang, a professor of marketing at the Hong Kong Polytechnic University, obtained his Bachelor's degree in Economics from the School of International Relations, and both his Master's and Ph.D. in Economics and Marketing from the Hong Kong University of Science and Technology (HKUST). Professor Jiang was selected as a national high-level talent in 2024, recognized as an MSI Distinguished Scholar by the American Marketing Association in 2020, named an Outstanding JCR Reviewer in 2019, awarded the MSI Young Scholar by the American Marketing Association in 2015, and became an AMA-Sheth Doctoral Consortium Fellow in 2008. Professor Jiang serves as the associate editor for the Journal of Consumer Psychology and the International Journal of Research in Marketing, guest associate editor and editorial board member for the Journal of Consumer Research, and co-editor for the special issue on economic changes due to the pandemic in the Journal of the Association for Consumer Research. His research focuses on the field of consumer psychology, extensively exploring how social influence, self-concept, and visual marketing shape consumer judgment and decision-making. Professor Jiang is ranked among the top 50 most productive marketing scholars globally (17th in 2024). His research findings have been published in numerous leading academic journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Strategic Management Journal, Organizational Behavior and Human Decision Processes, and Consumer Psychology Review.