时间：2019年10月8日（周二）下午14:00-15:30
地点：紫竹国际教育园区（闵行区谈家塘路155号）A1号楼亚欧商学院417会议室
题目：How Does Local-Global Identity Influence Consumer’s Preference for Angular Versus Circular Shaped Logos?
报告人：吴漪博士 清华大学经济管理学院
报告摘要：
This research proposes that consumers’ global (vs. local) identity leads to stronger preference for angular shaped logos relative to circular shaped logos. Consumers’ motivation to display moral warmth to others is a key mechanism underlying these effects. Three studies using divergent measures of the independent and dependent variables produce convergent evidence for these proposed effects (studies 1-3). Consistent with the moral warmth tendency account, when an interdependent (vs. independent) self-construal mindset (Study 4) or a similarity (vs. difference) focus (Study 5) is made salient, the difference in relative preference for shaped logos between consumers high in global and local identity mitigate. The authors also demonstrate the mediating role of motivation to display moral warmth in these conditional effects (studies 4-5). The authors conclude with the implications for marketers’ targeting endeavors to promote consumers’ preference for shaped brand logos, or to alleviate the adverse effect resulted from incongruence between consumers’ identity and established brand logos. We also provide a new explanation for recent anti-globalization phenomena and offer possible solutions in addressing the problem.
报告人简介：
吴漪是清华大学经济管理学院市场营销系博士研究生。密歇根大学安娜堡分校罗斯商学院访问博士生，华东师范大学管理学硕士，华东师范大学管理学学士、理学学士（应用心理学）。她的主要研究兴趣包括：全球化背景下的消费者心理与行为、全球品牌化、以及消费者视角下的一般性品牌管理问题（如品牌真实性、品牌概念、品牌延伸等）。她的文章发表于International Marketing Review、Asia Pacific Journal of Marketing and Logistics、管理世界、营销科学学报、外国经济与管理等。