Title: Aggregate Messages Increase Perceived Thoughtfulness and Preferences in Online Communication

Speaker:Zheng (Nico) Liao(Nanyang Technological University)

Time: 10:00(Wednesday),October 28th, 2026

Venue: Room712, Mingde Business Building (Zhongguancun Campus)

Language: Chinese & English

 

Abstract：

Online messaging has become a key touchpoint for companies to interact with customers. Reflecting the rapid proliferation of live chat services, a growing body of research has examined what types of content are best suited to these channels. However, effective messaging in these settings is shaped not only by what is communicated but also by how that content is conveyed. When delivering messages online, service providers can vary the format in which content is presented, ranging from a single, consolidated block (“aggregate messages”) to multiple, sequential blocks (“separate messages”). Across seven studies—including analyses of field data and controlled laboratory experiments—we demonstrate that, compared to separate messages, aggregate messages lead to more favorable consumer evaluations, greater purchase intention, and stronger preferences for a particular service provider. This effect is driven by consumers’ perception that aggregate messages reflect greater thoughtfulness on the part of the sender. We further show that this effect is attenuated when separate messages are explicitly framed as thoughtful or when messages are attributed to a chatbot rather than a human sender. Findings from this research shed light on how message format can influence consumer perceptions and decisions.

Short biography：

Zheng (Nico) Liao is a Ph.D. candidate in Marketing (Consumer Behavior) at Nanyang Technological University, Singapore. He studies consumer judgment and decision-making in digital and service contexts. His research spans three streams. First, he examines how online communication cues, such as message format and social media sharing, shape consumer impressions and choices. Second, his research on digital privacy explores why consumers differ in their willingness to protect and share personal information. Finally, his work on marketplace inclusion investigates when consumers respond favorably to service providers from underrepresented groups, including people with disabilities, pregnant women, and veterans. He combines experimental methods with field studies to inform better marketplace practices and promote social good.