时 间：2020年12月9日（周三）13:30-15:00
地 点：闵行区紫竹国际教育园区A1号楼417会议室
主 题：How Consumers Manage Embarrassing Service Encounters: The Role of Dehumanization
主讲人：孙怡夏 浙江大学管理学院研究员
摘 要：
The current research investigates dehumanization as a way consumers manage feelings of embarrassment experienced in retail and service contexts. The results of six experimental studies (three in a field setting and three conducted online) provide converging evidence that when consumers buy embarrassing products or require an embarrassing medical service, they dehumanize the service provider. Specifically, when in an embarrassing service interaction, consumers tend to engage in mechanistic dehumanization, perceiving service providers as more mechanistic and less capable of emotional reactions than when in a non-embarrassing service interaction. The studies also show that when faced with embarrassing retail or service situations, consumers prefer service providers who show a mechanistic demeanor over those who are warm and looking to build rapport. These findings extend the dehumanization literature by providing an example of a subtle, everyday form of mechanistic dehumanization, and contribute to the research on embarrassment by identifying a unique way that consumers manage their feelings of embarrassment in retail and service encounters.
报告人简介：
孙怡夏博士现担任浙江大学管理学院研究员，毕业于香港中文大学市场营销系。2015年荣获香港中文大学颁发的博士优秀毕业论文奖以及Kam Ngan Stock Exchange Scholarship 优秀研究产出奖。2018年荣获“之江青年社科学者”称号。主持国家自然科学基金青年项目一项，参与国家自然科学基金两项。孙怡夏的研究领域主要为消费者行为学。研究结果发表在Financial Times 45等国际期刊，并多次在市场营销领域的国际顶级会议ACR和SCP作报告。孙怡夏讲授的市场营销课程被《浙江大学报》报道为深受本科生喜爱的爆款课程。