Marketing Seminar（2017-19）

Title:A Circumplex Model Perspective of Compensatory Consumption

Speaker:Angela Y. Lee, Northwestern University

Time:Friday, July 7, 13:30-15:00

Place:Room 217, Guanghua Building 2

Abstract

According to Schwartz (1992), there are universal values that people hold – self-enhancement, self-transcendance, openness to change and conservatism. Some of these values are negatively correlated to each other, whereas others may be orthogonal. We propose that when people’s identity is threatened, their preference for brands that are symbolic of the threat-relevant domain will increase, while their preference for brands that are symbolic of the threat-conflicting domain will decrease, unless the threat-conflicting value is more central to their value system than the threat-relevant value, in which case the opposite should hold. Meanwhile, preference for brands that are symbolic of threat-irrelevant (or orthogonal) domains should remain unchanged. Three studies present evidence in support of this framework.

Introduction

Angela Y. Lee joined the marketing faculty at the Kellogg School in 1995 and was named Mechthild Esser Nemmers Professor of Marketing in 2007. Prof. Lee is a consumer psychologist. Her expertise is in consumer learning, emotions and goals. Her research focuses on consumer motivation and affect, cross-cultural consumer psychology, and nonconscious influences of memory on judgment and choice. Her publications appear in top marketing and psychology journals and she is the co-editor of Kellogg on China. She was the recipient of the 2006 Stanley Reiter Best Paper Award for her research on self-regulation and persuasion, and the 2002 Otto Klineberg Award for the best paper on international and intercultural relations. She currently serves on the editorial boards of the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology. At the Kellogg School, Prof. Lee teaches a class on behavioral marketing science in the MBA program, and the marketing research class in the EMBA program. She has served as the faculty advisor of the Global Initiatives in Management class for China, Japan and South Africa. Prof. Lee is a fellow of the Society of Experimental Social Psychology, a fellow of the American Psychological Society, a past president of the Association for Consumer Research, and a former board member of the American Marketing Association. She is a native of Hong Kong.

Your participation is warmly welcomed!