学术讲座 | 市场营销学系讲座(2026-04-03)
Marketing Seminar
2026-03
Topic: Effect driven consumer research
Speaker: Hao Shen, The Chinese University of Hong Kong
Time: Friday, April 3, 10:00 - 11:30 a.m. Beijing Time
Location: Room 217, Guanghua Building 2
ABSTRACT
Consumer research has recently shifted from being primarily theory-driven to becoming more phenomenon-driven. However, multiple theoretical mechanisms may account for an observed effect. Drawing on two research projects, I discuss approaches to examining different mechanisms underlying a phenomenon. Rather than simply ruling out alternative explanations, it is sometimes important to recognize that multiple mechanisms may simultaneously contribute to the effect.
INTRODUCTION
Professor Shen Hao is Professor of Marketing at The Chinese University of Hong Kong. Professor Shen’s research has been published in journals such as Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Experimental Psychology (applied), Journal of Experimental Social Psychology, and Journal of Personality and Social Psychology. He won young contributor award from Journal of Consumer Psychology in 2008, young researcher award from the university in 2011, and was named as Marketing Science Institute (MSI) 2015 young scholar. Professor Shen has served or currently serves on the Editorial Review Boards of Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing and Marketing Letters.
Your participation is warmly welcomed!
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