营销管理系学术讲座2018年第2期（总共40期）：The Minimal Deviation Effect: Numbers Just Above a Categorical Boundary Enhance Consumer Desire

发布者：朱汉彬发布时间：2018-03-21浏览次数：510

主　　题：	The Minimal Deviation Effect: Numbers Just Above a Categorical Boundary Enhance Consumer Desire
主讲嘉宾：	龚晗博士
主持人：	冉雅璇博士
时　　间：	2018年3月23日（周五） 9:00-10:30
地　　点：	文泉北楼510德鲁克教室
主办单位：	营销管理系

嘉宾简介：	龚晗现任南京大学营销与电子商务系讲师。她博士毕业于美国西北大学凯洛格商学院营销系(Kellogg School of Management；2017年被《经济学人》评为全美商学院排名第一)。她的主要研究兴趣是消费者判断与决策、情感认知交互及道德研究。她的研究发表于市场营销、决策学国际顶级期刊，包括Journal of Consumer Research (conditional accepted), Judgment and Decision Making, Social Psychology。
内容简介：	The present research introduces the minimal deviation effect. We propose that numbers that are slightly above a numerical category boundary (e.g., 1001 in comparison to 1000) are arousal-inducing, and that the heightened arousal can be misattributed to the incentive value of the focal product, thus increasing consumers’ wanting but not liking. Results from nine experiments provide converging evidence to support our proposition. Specifically, we show that consumers are more likely to choose and willing to pay more for products associated with a number with minimal deviation from a categorical border, regardless of whether the number represents product quantity, brand name, or model series. Moreover, we find that the minimal deviation effect diminishes when people are already aroused or when they attribute the arousal to other sources. Finally, we demonstrate that the effect could be reversed when minimal deviation is embedded in certain attribute dimensions (e.g., price), shedding more light on under which circumstances the minimal deviation effect will occur.