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        珞珈營銷科學學術論壇第68期

          主題:Divergent Effects of Secrecy on Enjoyment

          主講:鄧小燕,副教授, 俄亥俄州立大學

          時間:2019年7月17日   09:30--11:00

          地點:經濟與管理學院B127

          摘要:Prior psychological research on secrecy has largely focused on the negative effects of secrecy. We add to the secrecy literature by examining the positive effects of secrecy and contend that secrecy may create a polarizing effect on secret keepers: when an activity is expected to elicit positive (negative) social responses, keeping it as a secret (vs. not) increases (decreases) enjoyment. We also contribute to this literature by offering a nuanced understanding of the mechanism through which secrecy creates a polarizing effect on enjoyment. This mechanism delineates the roles of the secret keepers’ anticipation of outcomes of secret revelation, i.e., savoring (dread) of the expected positive (negative) social response, and their level of cognitive burden resulting from the process of secret keeping. We further predict and find that the mediation path of outcome anticipation is moderated by the valence of expected social responses, but the mediation path of cognitive burden is not. In addition, we contribute to the literature by investigating the moderators (level of preoccupation with a secret, social distance between the two parties involved in a secret) of the secrecy effects on enjoyment.

          講座人簡介:Dr. Xiaoyan Deng is an associate professor of marketing with tenure at The Ohio State University. She obtained her Ph.D. in Marketing from the University of Pennsylvania. Xiaoyan Deng has published in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Social Cognitive and Affective Neuroscience and Journal of Business Research, etc. Xiaoyan Deng became a member of Marketing Science Institute (MSI) Young Scholar and got the JCR Outstanding Reviewer Award in 2017. She is also a member Editorial Review Board of Journal of Marketing (2018 – Present) and Journal of Consumer Research ( 2015 – Present). Xiaoyan Deng’s primary research interests are the interrelationships between sensation, perception, and cognition, with a special focus on the role of design in consumer judgment, decision, and behavior. Her research is grounded in marketing contexts and stretches across fields of broader interest such as Neuroscience (e.g., Visual perception, cognition), positive psychology (e.g., intrinsic motivation, diversity), Industrial Design (e.g., Product color, product display) etc.

        發布時間:2019-07-12 15:21:55 瀏覽人數:
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