SENGUPTA, Jaideep
Source: https://bm.hkust.edu.hk/faculty/sengupta-jaideep Parent: https://bm.hkust.edu.hk/bizinsight/leadership-and-behavioral-decision-making
SENGUPTA, Jaideep
Synergis – Geoffrey YEH Professor of Business, Chair Professor
Department of Marketing
Recent Activities
SU, Lei
LI, Yiwei
CHEN, Fangyuan
The Difference Between ‘Wants’ and ‘Needs’ in Fundraising Appeals
Is a “want” superior to a “need” when requesting financial help? Shedding light on this topic, HKUST’s Jaideep Sengupta and colleagues offer insights into the persuasive power of language in crowdfunding appeals. Their study has important practical implications for fundraisers, marketers, and policymakers alike. Although the terms “want” and “need” are both ... Read More
[ BizBites ]
SU, Lei
LI, Yiwei
CHEN, Fangyuan
The Difference Between ‘Wants’ and ‘Needs’ in Fundraising Appeals
Is a “want” superior to a “need” when requesting financial help? Shedding light on this topic, HKUST’s Jaideep Sengupta and colleagues offer insights into the persuasive power of language in crowdfunding appeals. Their study has important practical implications for fundraisers, marketers, and policymakers alike. Although the terms “want” and “need” are both ... Read More
[ BizStudies ] [ Leadership and Behavioral Decision-making ]
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 ]
HUANG, Yunhui
How Disease Threats Affect Our Shopping Baskets
Avoiding disease is essential for survival. Throughout history, deadly infections have forced humans to adapt their ways. One important strategy for protecting ourselves from infection, people avoidance , was recently studied by HKUST’s Professor Jaideep Sengupta and a colleague. Their experiments—carried out before the COVID-19 pandemic—reveal how the ... Read More
[ BizStudies ]
HUANG, Yunhui
How Disease Threats Affect Our Shopping Baskets
Avoiding disease is essential for survival. Throughout history, deadly infections have forced humans to adapt their ways. One important strategy for protecting ourselves from infection, people avoidance , was recently studied by HKUST’s Professor Jaideep Sengupta and a colleague. Their experiments—carried out before the COVID-19 pandemic—reveal how the ... Read More
[ BizBites ]
YAN, Dengfeng
“Lonely” Numbers and Consumer Choices
Are numbers perceived to have human-like characteristics, such as the ability to feel lonely? A study by HKUST’s Jaideep Sengupta and colleagues suggests that they are—and that consumers’ preferences are influenced by these supposed characteristics. This pioneering study, which for the first time links numerical cognition with consumer behavior, shows that ... Read More
[ BizBites ]
YAN, Dengfeng
“Lonely” Numbers and Consumer Choices
Are numbers perceived to have human-like characteristics, such as the ability to feel lonely? A study by HKUST’s Jaideep Sengupta and colleagues suggests that they are—and that consumers’ preferences are influenced by these supposed characteristics. This pioneering study, which for the first time links numerical cognition with consumer behavior, shows that ... Read More
[ BizStudies ]
How to Win Friends and Influence People
Marketers and other agents use a variety of tactics to influence us. One commonly-used persuasion tactic is flattery. But does flattery really work, or do we see right through it? Professor Jaideep Sengupta draws on his extensive research on persuasion techniques to present insights into this topic. He highlights the unexpected long-term effects of flattery ... Read More
[ BizTalks ]
SHEN, Hao
Marketers are not only keen to get consumers discussing the brands they're promoting, ideally they’d like them to connect and identify with the products on a personal level. But does the mode – written or spoken – consumers use for communicating their thoughts and feelings about a brand, influence how connected they feel to it afterwards? In their recent ... Read More
[ BizStudies ]
YAN, Dengfeng
Visit your local supermarket or convenience store and you are likely faced with your favorite products in a bewildering array of sizes: a Coca-Cola could be in 200ml, 330ml, 500ml, 1250ml or even 2500ml packaging. And it’s not just grocery items, but cosmetics, shampoo and candy bars, too. Anecdotal evidence suggests consumers associate package size with ... Read More
[ BizStudies ]