The Road Less Travelled: Effect of Inspiration on Minority Opinion Expression

讲座题目：The Road Less Travelled: Effect of Inspiration on Minority Opinion Expression

讲座嘉宾：李星伯

讲座时间：2021年11月10日（周三）上午9点30分

讲座地点:中心校区东荣大厦804室

主办单位:新葡的京集团8814

讲座内容简介：

Although inspiration is cited as the primary source of creative work, the understanding of inspiration is lacking, as is its effect on individuals’ decision making. The current research sought to parse inspiration as an emotional state and examine its effect on consumers’ minority opinion expression. Minority opinion, an opinion deviating from the majority’s views on an issue, tends to be less expressed. Across five lab experiments (N = 2,193) and an analysis of a secondary data-set from Yelp reviews (N = 2,833,938), we find that inspired (vs. uninspired) consumers are more likely to express minority opinions on various social and consumption-related issues. The effect is robust across different means of eliciting inspiration and alternative marketing and managerial contexts.

讲座嘉宾简介

李星伯任戴尔公司资深行为学专家。曾是戴尔全球总部和礼来制药总部的首位行为经济学家。他同时是美国行为经济学咨询公司BeAce LLC 创始人。

李星伯是南开大学经济学学士，美国弗吉尼亚理工大学经济学和营销学硕士，美国华盛顿大学营销学博士。其论文发表于Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Research, 和Marketing Letters 等营销学类期刊。在进入工业界前，李星伯曾任美国路易斯维尔大学营销系助理教授，讲授网络营销和营销科学方法论。