講座時間：11月2日星期一，下午1：30—3：00

講座地點：偉倫樓501

報告人：江岚，大不列颠-哥倫比亞大學商學院博士生

講座題目：Consumers' Predicted and Actual Reactions towards PreferentialTreatment

摘要：This research shows that the actual experience of preferentialtreatment involves mixed feelings which can mitigate the overallsatisfaction with the experience and actually lower the amount of money thecustomer spends with the firm. A series of studies demonstrates that boththe empathetic concern towards others and the concern about being judged byothers can lead to the mixed emotion outcome. While people can predict thepositive feelings of gratitude and luck resulting from preferentialtreatment, they often neglect the potential discomfort generated by thepresence of other individuals who do not receive preferential treatment.