Consumer Behavior
Source: https://bm.hkust.edu.hk/bizinsight/tag/consumer-behavior Parent: https://bm.hkust.edu.hk/
GAO, Baojun
DING, Xiaojie
GUO, Yue
The Pitfalls of Soliciting Online Reviews
Today’s consumers heavily rely on online peer reviews to guide their purchase decisions. Yet, review platforms and businesses alike are struggling with a shortage of online reviews and declining review length. In response, many businesses have turned to offering incentives, such as discounts or even direct payments, in exchange for (often positive) reviews ... Read More
[ BizStudies ] [ Digital Platform: Design and Strategy ]
Too Good to Go: Combating Food Waste with Surprise Clearance
Too Good to Go (TGTG) is a food waste app that aims to connect consumers to stores and restaurants with surplus food that would otherwise be sent to landfills. Launched in Denmark in 2015, TGTG has expanded to 19 countries, amassing over 100 million users worldwide. A key ingenuity of TGTG is that it allows stores to sell ``surprise bags" composed of ... Read More
[ BizTalks ]
How can experts effectively manage empowered lay clients? How should experts respond when online markets give clients a megaphone? Ignoring feedback can backfire in disintermediated, review-driven markets; over-accommodating can hollow out expertise. Studying 67 porcelain artists in Jingdezhen, China, after market reforms, we identify a third path: decompose ... Read More
[ BizTalks ]
WANG, Yajin
ORDABAYEVA, Nailya
How Women Use Luxury Consumption to Signal to Men
In the quest for romance, some individuals turn to luxury consumption as a powerful signal of social status. This phenomenon has been widely validated among men, but little is known about the role of luxury purchasing in women’s romantic endeavors. HKUST’s Qihui Chen and colleagues conceptualize a “mate screening motive” that explains how women use luxury ... Read More
[ BizStudies ]
FAN, Linying
RUCKER, Derek D.
JIANG, Yuwei
Perceptions of Power in Marketing Communication
Power can have a major influence on how we receive, provide, and respond to information. In an important contribution to marketing research, HKUST’s Linying Fan and colleagues show how feeling powerful—a fundamental psychological state—can affect consumers’ construction and reception of communications. They propose a novel psychological mechanism, “need-for ... Read More
[ BizStudies ]
LIU, Xiao
SRINIVASAN, Kannan
Selling Snake Oil by Spreading Misinformation
Is green coffee bean extract a miracle cure for obesity? Are raspberry ketones or saffron extract magic weight loss ingredients? Regardless of the veracity of these claims, the celebrity physician Dr. Mehmet Oz has endorsed those and many products to the viewers of The Dr. Oz Show. This has created “the Oz effect” of increased interest—and may perhaps have ... Read More
[ BizStudies ]
LIU, Xiao
SRINIVASAN, Kannan
Selling Snake Oil by Spreading Misinformation
Is green coffee bean extract a miracle cure for obesity? Are raspberry ketones or saffron extract magic weight loss ingredients? Regardless of the veracity of these claims, the celebrity physician Dr. Mehmet Oz has endorsed those and many products to the viewers of The Dr. Oz Show. This has created “the Oz effect” of increased interest—and may perhaps have ... Read More
[ BizBites ]
PIETERS, Rik
WEDEL, Michel
Suppressing Competition in Online Advertising
Advertising is central to e-commerce. In a world of choice, ads drive consumption by informing consumers about available products. New insights into the influence of online advertising on e-shopping behavior come from a study led by Ralf van der Lans of HKUST. The team used eye-tracking experiments to probe how ad features and site design can help or hinder ... Read More
[ BizStudies ]
PIETERS, Rik
WEDEL, Michel
Suppressing Competition in Online Advertising
Advertising is central to e-commerce. In a world of choice, ads drive consumption by informing consumers about available products. New insights into the influence of online advertising on e-shopping behavior come from a study led by Ralf van der Lans of HKUST. The team used eye-tracking experiments to probe how ad features and site design can help or hinder ... Read More
[ BizBites ]
CHEN, Fangyuan
ZHENG, Jianqing (Frank)
People Like Being Alike: Products with Human-like Qualities and Consumer Chatter
When consumers talk to each other, marketers listen. And when a product is portrayed as having human characteristics, consumers talk about it more favorably, say HKUST Jaideep Sengupta and colleagues. In a study with critical implications for marketers, communicators, and consumers, the authors show that portraying products as having human characteristics—in ... Read More
[ BizStudies ]