Topic:

Penalizing Faster Achievers: Inferring Competence based on Highest Achievement and Number of Trials

Time&Date: 

10:30 am - 12:00 pm, April 19, 2024 (Friday)

Venue

Room 603, Administration Building

Zoom Link: 
https:

https://cuhk-edu-cn.zoom.us/j/8913862860?pwd=WDdDbFBRbW9hSTVyTTRTancvbmI0dz09
Meeting ID: 891 386 2860
Passcode: 123456

Speaker:

Prof. Yanping Tu (The Hong Kong Polytechnic University)

This research finds that, when selecting service providers with equivalent highest achievements but varying numbers of trials, consumers prefer those with more trials, despite their potentially lower competence. This is because consumers use the number of trials as an indicator of experience, rather than sample size.

Biography:

Dr Yanping TU studies behavioral science, with a focus on social influence, joint consumption, context effects, and decision bias. Some of her recent and ongoing work investigates the dynamics in social relationship marketing (e.g., customer referral, influencer marketing) and documents behaviors of suppliers and consumers in the digital economy (e.g., the App industry, streaming platforms). Her work has been published in the Journal of Consumer Research, the Journal of Marketing Research, Production and Operations Management, Journal of Personality and Social Psychology, and so on.