学术活动 | 营销学系讲座预告

The Effects of Fluency on Consumer Judgment

2026年4月11日（周六）9:00-11:00

宁远楼211教室

Angela Y. Lee 博士现任西北大学凯洛格商学院梅克希尔德·埃瑟·内默斯杰出讲席营销学教授（Mechthild Esser Nemmers Distinguished Chair Professor Emerita of Marketing）。在凯洛格商学院任职的30年间，她曾担任凯洛格商学院市场营销系主任及凯洛格戈卢布资本社会影响实验室主任。同时，她是消费者研究协会会士（Association of Consumer Research）、实验社会心理学学会会士（Society of Experimental Social Psychology）及美国心理学会会士(American Psychological Society)，曾任消费者研究协会主席(President of the Association for Consumer Research)、美国市场营销协会董事会成员(a former board member of the American Marketing Association)、市场营销科学研究所学术研究员(a former Marketing Science Institute Academic Fellow)，并担任谢思基金会董事会成员(the board of the Sheth Foundation)。她曾担任Journal of Consumer Research(UTD24) 副主编, Journal of Marketing Research (UTD24) 和Journal of Consumer Psychology (FT50) 编委会成员，《Journal of the Association for Consumer Research》主编、《Review of Marketing Research: The Vulnerable Consumer》主编，并参与编纂《Kellogg on China》。作为一名消费心理学家，她的研究领域包括消费者动机、情绪和学习行为、目标设定与情绪反应。其研究重点涵盖消费者动机与情感机制、跨文化消费者心理学，以及记忆对判断与选择过程中的无意识影响因素。Angela Y. Lee 教授曾荣获2002年 Otto Klineberg 奖最佳国际与跨文化关系论文奖，以及因其在自我调节与说服机制领域的研究于2006年获得 Stanley Reiter Best Paper 奖。Angela Y. Lee教授的学术成果发表于多个国际顶级学术期刊如《Journal of Consumer Research》《Journal of Marketing》《Journal of Consumer Psychology》《Journal of Personality and Social Psychology》《International Journal of Research in Marketing》。

The effect of fluency on consumer behavior is ubiquitous.  I will provide a brief overview of the different types of processing fluency (ease of retrieval, perceptual fluency, conceptual fluency, and goal fluency) and discuss antecedents and consequences of these different constructs.  I will also present evidence for a bilateral hemispheric affective processing effect on evaluation. The affective priming effect shows that people’s evaluation of a target is influenced by the valence of a prime, with a positive (negative) prime resulting in more positive (negative) evaluations of the target. However, the bilateral hemispheric processing of affective information shows that a positive prime that is processed by the right (vs. left) hemisphere leads to more positive evaluations of the target, and a negative prime that is processed by the left (vs. right) hemisphere also leads to more positive evaluations of the target.