【主講】劉文靜 加拿大多倫多大學商學院博士生

【主題1】Effect of Face-to-Face Interactions on Choice: The Role of Expressiveness

【時間】2009-11-5（周四）13:30-15:00

【地點】清華經管學院偉倫樓232

【語言】英文

【主辦】市場營銷系

【簡介】

This paper examines the role of face-to-face interactions in choices,in particular, the effect of face-to-face interactions on consumer choicescompared with other forms of interactions. I propose that when dealing with a face-to-face request, consumers expect facial feedback from their interactive partner in response to their choices. In anticipation that a particular facial feedback might be negative, consumers are less likely to reject a request in order to avoid experiencing such a feedback. Six experiments demonstrate that consumers are more likely to comply with requests under face-to-face interactions than other types of interactions. The basic effect of the paper can be moderated with factors such as sensitivity-to-face, the expressiveness, timeliness, and consistency of facial expressions. Anticipated facial feedback, not necessarily real feedback, is shown to be the underlying mechanism of the effect. Consumer's strategic choice of face-to-face interactions over other forms of interactions is also explored.