Seminar (Dept. of Marketing)

Theme：Finding “The One”: Effects of Brand Dominance and Type Dominance on Condom Switching Behavior

Speaker：Yixia Sun （Zhejiang University）

Time：2021-11-24 10:00

Address：Room 713, Mingde Business Building

Language：Chinese/English

Abstract：

This research contributes to condom-use promotion from a new perspective—whether an individual has found the right condom. Across five studies, we investigated consumers’ switching processes among brands (e.g., Trojan, Durex) and types (e.g., regular, dotted) based on risk perception, providing insights on how to find the right condom and how to promote consumers’ constant use of condoms.