时间：2019年7月1日（周一）下午15:15-16:45
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：Picasso, Monet, and Louis Vuitton: Viewing Arts Dampens Desire for Luxury Goods
报告人：王雅瑾助理教授 美国马里兰大学史密斯商学院
报告摘要：
In the recent years, more and more luxury brands are embracing the display of art in various environmental settings, including high-end malls, department stores and luxury shops. Yet, little is known about the impact of viewing art on consumers’ desire for luxury goods. This research fills this gap both theoretically and practically by showing that viewing art weakens consumers’ desire for luxury goods. We observe this effect and its boundaries in field studies (after consumers visited an art gallery and after they walked around in an art mall), as well as in a series of lab studies. Art, we propose, puts consumers into a state of mind of “self-transcendence”, which conflicts with the status-seeking goals that provide the prime motivation for buying luxury goods. Indeed, the effect disappears when we experimentally remove self-transcendence or present a luxury product as an attractive yet non-status symbol. We conclude that luxury brands need to exercise caution when embracing environmental art displays.
报告人简介：
Professor Wang received her Ph.D. in Marketing from the Carlson School of Management at University of Minnesota in 2015. Her research focuses on branding strategy, luxury consumption, and the evolutionary roots of modern human behaviors. Her work has been published in top academic journals such as Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Psychological Science. Her research is also regularly featured in the New York Times, Wall Street Journal, Harvard Business Review, CNN and BBC News.
She teaches consumer behavior in the undergraduate program and Ph.D courses in consumer behavior.