讲者：Dr. Zhe Zhang, Ivey Business School | Western University

时间：2026年6月30日（周二） 10：00

地点：同济大厦A楼2101教室

讲座摘要| ABSTRACT

Many platforms deploy AI to provide readers with high-quality summaries of online reviews. By synthesizing diverse consumer perspectives into concise summaries, AI-generated summaries (AIGS) make it easier to navigate large volumes of reviews and appear to be popular with both marketers and readers. From the perspective of review writers, we document, in a number of preregistered experiments, an overlooked negative effect of AIGS. Drawing on Social Recognition Theory, we show that in the presence of AIGS, writers anticipate receiving less recognition, leading to deterioration in review writing (i.e., being less likely to leave a review and exerting less writing effort). We also explore moderators that can attenuate this effect, offering insights into how marketers may mitigate it. The current research offers timely insights into a novel downside of AIGS and provides managerial guidance for platforms on online review generation and information management.

嘉宾简介| GUEST BIO

Dr. Zhe Zhang is an Assistant Professor of Marketing at the Ivey Business School, Western University. He earned his PhD in Marketing from the C.T. Bauer College of Business at the University of Houston and a PhD in Chemistry from the University of Vermont.

His research pioneers and advances the field of “The Business of Nicknames” across branding, product strategy, and organizational management. His work has been published in leading journals, including the Journal of Marketing, Journal of International Marketing, and Journal of Advertising Research, and has been featured in Harvard Business Review and MIT Sloan Management Review. It has also been widely covered by global media, including The Economist, The Wall Street Journal, and The Guardian.

He has received multiple research and teaching honors, including the 2023 Research Merit Award, the 2024 David G. Burgoyne Teaching Award, the 2025 Early Career Impact Award, and the 2025 Journal of Advertising Research Best Paper Runner-Up. His research is funded by SSHRC grants.