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【Mingli Lecture, 2022, Issue 55】11-14 Pang Jun, associate professor of Renmin University of China:

Lecture title:Unpackaging for Mac and Packaging for iPhone: The Interactive Effect of Product Presentation and Purchase Device on Food Choice

Time: 2:00-3:30 p.m. on Monday, November 14

Venue: # Tencent Conference: 979-293-641

Reporter: Pang Jun, associate professor of Renmin University of China

Introduction to the keynote speaker:

Pang Jun, associate professor and associate director of the Department of Marketing, Renmin University of China Business School, and doctor of management, Guanghua School of Management, Peking University. The main research directions are consumer psychology and behavior under the new technology environment, the impact of social factors on consumer behavior, sensory marketing, cross-cultural consumer psychology and behavior, etc. The research results were published in the Journal of Marketing, IMS Quarterly, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, International Journal of Research in Marketing, Marketing Letters, Nankai Management Review, Journal of Psychology, Journal of Marketing Science and other domestic and international first-class academic journals. Moderator of several NSFC projects, editorial board member of Journal of Marketing Science, reviewer of many academic journals such as Psychology&Marketing, International Journal of Research in Marketing, Journal of Psychology, Journal of Marketing Science, Management Review, etc.

Introduction to the report:

This research examines how purchase devices and product presentation (packaged versus unpackaged) jointly influence consumer choices on food. Across five studies with real behavior consequences, we show that direct-interface (vs. indirect-interface) devices increase consumer preference for packaged over unpackaged food products. The underlying process is that direct interactions with device screens create an illusion that one can physically touch food products. This illusion raises concerns about food contamination to a greater extent for unpackaged food than for packaged food, which positively influence consumer preference for packaged food. Moreover, we show that the device effect is less salient when consumers purchase utilitarian (vs. hedonic) products, when they can (vs. cannot) customize products, and when the potential consumers are closer. These findings not only provide further evidence for the proposed mechanisms, and also identify the boundary conditions of the main effect.

(Undertaken by: Marketing Department, Scientific Research and Academic Exchange Center)