应服务管理研究所柳武妹教授邀请，厦门大学学院市场营销系贾艳丽副教授将于我院举办学术讲座。欢迎感兴趣的师生积极参加！

题   目：The effect of control deprivation on consumers’ adoption of no-pain, no-gain principle（控制感剥夺如何影响消费者采取无痛无收获的应对原则）

主讲人：贾艳丽 副教授

主持人：柳武妹 教授

时   间：2023年3月15日（周三）上午9:00-12:00

地   点：腾讯会议（会议ID： 624 507 034 ）

讲座简介：

Consumers often base their judgments on a no-pain, no-gain principle—that is, one must pay a cost in order to achieve a beneficial outcome. For example, they infer the quality of a product from its price and judge a bad-tasting medicine to be more effective than a tasty one. Although the use of this principle to infer the value of a product or service has been observed in several domains, the processes that underlie its use have not been fully explored. We find that when people feel out of control, they tend to use the principle because it exemplifies a causal relationship between actions and outcomes and endorsing it reaffirms their belief that they have control over the outcomes of their behavior. Our findings have implications for how marketers might position products and services to attract consumers who perceive themselves as having different levels of control.

主讲人简介：

贾艳丽，厦门大学学院市场营销系副教授，博士生导师。山东大学会计系管理学学士（2007.07）、香港城市大学信息系统系研究型硕士（2010.07）、香港中文大学营销学博士（2015.07）。在国内外高水平学术刊物上发表多篇文章。其中，以第一作者和通讯作者身份，在Journal of Consumer Psychology, International Journal of Research in Marketing, Psychology & Marketing, Journal of Experimental Psychology: Applied 等国际核心刊物（SSCI/SCI）上发表论文。其中，有1篇第一作者的论文发表在Financial Times 50期刊上，另外有三篇发表在ABS期刊4星期刊上。相关研究成果被美国Baylor大学Keller研究中心专题报道“The Closer the Message, the Better”。

兼任Psychology & Marketing（ABS三星） 副主编 ，MIS Quarterly (UTD 24), Journal of Consumer Psychology (FT50), Tourism Management (ABS四星),《心理学报》,《营销科学学报》, Association for Consumer Research (ACR), 中国营销科学学术年会等国内外顶级期刊和顶级学术会议的匿名审稿人。