时间：2019年9月25日（周三）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：Conceptual Metaphor Nudge Reduces Hunger Perceptions and Portion Size Choice: Implications for Online Food Ordering
报告人：高飞博士 巴黎高等商学院
报告摘要：
Obesity rates appear to be increasing worldwide, and one avenue toward reducing caloric intake is interventions that reduce portion size choice. This research develops a behavioral nudge aimed at reducing portion size choices, which can be easily used in the settings of online food ordering such as food delivery apps. Based on Conceptual Metaphor Theory, we use the simple sequential presentation of two food images that move from incomplete to complete (e.g., a pizza with one vs. no missing pieces). We show that exposure to this sequential presentation reduces portion size choice compared to all other possible sequences because the incomplete-to-complete sequence activates the concept of fullness, which transfers to (lower) perceptions of hunger (metaphor transfer effect), which in turn reduces portion size choice. We demonstrate this effect across six experiments, and show that the results hold across cultures, age groups, food type, and actual food choice contexts. We further show that the metaphor transfer effect holds even when the sequential images are unrelated to food, the reduction in portion size choice as a function of presentation sequences is mediated by lowered feelings of hunger, and that the effects are attenuated when visualization abilities are inhibited.
报告人简介：
高飞是巴黎高等商学院（HEC Paris）博士候选人，他的研究兴趣主要集中于如何在数字营销中促使消费者作出更好的选择，以提高他们的个人和集体福利。一方面，他的研究关注于开发数字助推（nudge）以影响消费者的判断和选择，从而提高消费者的福利。另一方面，他的研究关注于在互联网情境中（如慈善医疗众筹和在线转介活动）营销方案（campaign）的各个方面如何影响消费者的亲社会行为。他的研究结合多种研究方法，例如与公司合作的大规模随机田野实验，行业档案数据以及实验室实验。他的教学经验和教学兴趣集中于数字营销，营销分析，营销企业社会责任，判断和决策，消费者行为，品牌管理以及营销研究。