讲座主题：Word of Mouth vs. Word of Mouse: How Speaking vs. Writing about a Brand Affects the Communicator

　　主讲人：沈浩

　　讲座地点：B251

　　讲座时间：2016年12月20日（周二）上午9：30-11:30

　　讲座摘要：This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking vs. writing about a liked brand influence the communicator’s own later reactions to that brand? Our conceptualization argues that consumers are more likely to activate the self-representation when discussing the brand orally than in writing, thereby increasing their self-brand connection (SBC). In turn, heightened SBC yields beneficial consequences for the brand, such as an increased willingness to wait for it, and lowered susceptibility to brand criticism. A series of five studies provides support for these predictions. We also assess several other implications arising from our conceptualization, including the identification of theoretically-derived boundary conditions for the speech-writing difference. Collectively, our results inform both the basic literature on communications, and the body of work on consumer word-of-mouth.

　　个人简介：

　　沈浩，营销学博士，现任香港中文大学营销系副教授，博导。其研究兴趣为消费者行为，情绪，感官营销,文化,自动化等.在国际顶级营销和心理期刊,包括JCR, JMR, JCP, JPSP, JESP等,发表论文共14篇.荣获美国消费者心理杂志2008年度年轻学者贡献奖,香港中文大学2011年青年学者研究成就奖，美国营销科学学会2015年度青年学者奖.