讲座主题：Cross-Media Consumption and Exact Mediation Analysis

　　主讲人：Prasad A. Naik

　　讲座地点：经济与管理学院B249

　　讲座时间：2018年9月27 日上午9：00-11：30

　　摘要: When consumers engage in cross-media consumption —view television programming on aprimary screen and participate in social media via a secondary screen— how do stimuli from multiple screens influence their response? The authors investigate this issue by constructing adataset over a two-year span to estimate the effects of five primary screen factors from SuperBowl ads and six secondary screen factors from Facebook posts on ad likability. To analyze the unstructured text, they go beyond sentiments by extracting three thinking styles, and find that thinking disrupts the flow of the viewing experience to adversely impact ad likability. That thinking hurts liking is further supported in both the evaluations of Super Bowl commercials’creative execution and a randomized controlled experiment simulating a realistic TV viewingcontext with regular TV ads/programming. Additionally, the authors make two methodological contributions: they derive two propositions that analytically characterize the mediation effect,and implement those results in an R package, Xact Mediation, which empowers researchers toobtain exact confidence intervals for the mediation effect at any desired confidence level

　　个人简介：Professor Prasad Naik develops new models and methods to improve the practice of marketing. He has published over 40 articles in prestigious journals such as Journal of Marketing Research, Marketing Science, Management Science, Nature Reviews, Journal of the American Statistical Association, Journal of the Royal Statistical Society, Biometrika, Journal of Econometrics, and The Accounting Review. He serves on the editorial boards of Marketing Science, Journal of Marketing Research, The International Journal of Research in Marketing, Quantitative Marketing and Economics, Marketing Letters and Journal of Interactive Marketing.

　　Naik is a recipient of the UC Davis Chancellor’s Fellowship, a Frank Bass Award, The Journal of Interactive Marketing Best Paper Award and an Academy of Marketing Science Doctoral Dissertation Award. He has been honored as a William O’Dell Award Finalist, a Marketing Science Institute Top Young Scholar, American Marketing Association Consortium Faculty and Professor of the Year at UC Davis for outstanding teaching. He has presented over 50 seminars at prestigious institutions such as IBM, MIT, Harvard, Yale, Columbia, Cornell, Dartmouth, Chicago, Berkeley, Rice and Darden, as well as at global conferences in Australia, Belgium, China, Canada, France, Germany, India, New Zealand, the Netherlands, Portugal, Spain and Singapore.