Seminar (Dept. of Marketing)

Theme：The Effect of Feedback Procedure on Consumer Impatience

Speaker：Qian Xu （Associate Professor of Marketing at the School of Management, Fudan University）

Time：2022-05-25 10:00

Address：Online Meeting

Language：Chinese/English

Abstract：

Do feedback procedures influence consumer impatience? A set of studies involving hypothetical and real behavioral consequences demonstrate that compared with lump-sum feedback (i.e., feedback provided after a long period of work), piecemeal feedback (i.e., feedback provided contingent on certain actions) increases consumer impatience. This effect occurs because piecemeal (vs. lump-sum) feedback establishes a reliable action-outcome association, which induces consumers to become more eager to acquire reactions in subsequent related or unrelated situations.

Short biography：

Qian Xu is an Associate Professor of Marketing at the School of Management, Fudan University. Qian’s research interests cover consumer motivation, consumption experiences and prosocial behaviors.