市场营销系（筹）学术讲座

题目: The interactive effects of variety and processing strategy on calorie estimates 食物多样性与信息处理模式对卡路里估计的影响

演讲人: 才凤艳 上海交通大学安泰经济与管理学院副教授

时间：2019年11月13日（周三） 10:00-11:30

地点：同济大厦A楼 308 教室

讲座摘要：

The variety of food items that compose a meal can influence estimates of its quantity and the calories it contains. Similarly, the variety of activities in an exercise program might influence estimates of the calories it burns. However, the nature of this influence is unclear.  We find that the effect of variety on calorie estimation and its downstream consequences depends in part on how those items are processed. When consumers consider a set of items as a whole, they are likely to rely on heuristic criteria and make higher calorie estimates when the items are varied than when they are identical. When consumers mentally simulate their consumption of those items, however, they imagine consuming each item in turn. In this case, they imagine becoming satiated more quickly and make higher estimates when the items are identical than when they are varied. Five studies confirm the interactive effect of variety and processing strategy on both consumers’ calorie estimation and its downstream consequence (e.g., the effectiveness of an exercise plan and choice of food portion size). 

演讲人简历：

才凤艳，博士，毕业于香港中文大学。现任上海交通大学安泰经济与管理学院副教授，先后获得上海交通大学晨星学者、上海市浦江人才、国家自然科学基金优秀青年基金等人才项目支持。主要研究方向是消费者的信息处理。其研究成果发表于Journal of Marketing Research, Journal of Consumer Research和 Psychological Science 等国际期刊。其研究成果曾获得上海市哲学与社会科学优秀成果奖一等奖、美国消费者协会年会最佳论文奖等奖励。同时，其研究成果曾被纽约时报、Bloomberg, BBC新闻网等多家媒体报道。