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12月10日,David Ong(暨南大学伯明翰大学联合学院)
发布时间:2020-12-09   发布人:zs   点击数:483

报告人:David Ong,暨南大学伯明翰大学联合学院

时间:2020年12月10日(周四)下午13:30-15:00

地点:线上腾讯会议(会议号:840 567 541,密码:123567)

主持人:李建培

报告题目:Predicting choice averse and choice loving behaviors in a field experiment with actual shoppers

摘要:A large body of chiefly laboratory research has attempted to demonstrate that people can exhibit choice averse behavior from cognitive overload when faced with many options. However, meta-analyses of these studies, which are generally of one or two product lines, reveal conflicting results. Findings of choice averse behavior are balanced by findings of choice loving behavior. Unexplored is the possibility that many consumers may purchase to reveal their tastes for unfamiliar products, rather than attempt to forecast their tastes before purchase. I model such ‘sampling-search’ behavior and predict that the purchases of unfamiliar consumers increase with the available number of varieties for popular/mainstream product lines and decrease for niche product lines. To test these predictions, I develop a measure of popularity and surveyed 1,440 shoppers for their preferences over 24 product lines with 339 varieties at a large supermarket in China. 35,694 shoppers were video recorded after the varieties they faced on shelves were randomly reduced. As found in the meta-studies, choice averse behavior was balanced by choice loving behavior. However, as predicted, the probability of choice loving behavior increases with the number of available varieties for popular product lines, whereas choice averse behavior increases with available varieties for niche product lines. These findings suggest that increasing the number of varieties has opposing effects on sales depending upon the popularity of the product line and opens the possibility of reconciling apparently conflicting prior results.

报告人简介:Dr. David Ong,美国加利福尼亚大学戴维斯分校经济学博士,曾任北京大学汇丰商学院经济学副教授,香港中文大学访问学者,澳大利亚昆士兰科技大学访问学者,现任暨南大学伯明翰大学联合学院教授。主要研究领域包括实验与行为经济学、行为博弈论、产业组织、应用微观经济学。主要研究成果发表于Journal of Development Economics,Journal of Economic Behavior and Organization,European Economic Review等国际顶级学术期刊。

报告人主页:https://birmingham.jnu.edu.cn/2018/1203/c5658a267904/page.htm

 

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