讲座题目：Profiling Transumers: The Impact of Mindsets on Rentership vs. Ownership Consumption（分析瞬时消费者：思维模式对租赁消费与所有权消费的影响）

主讲人：王承璐  University of New Haven

时间：2023年5月15日15:30

地点：A208

主办单位：999策略白菜手机论坛市场营销系

讲座内容摘要：

The present research explores the relationship between consumers’ fixed/growth mindsets and acquisition/consumption in ownership vs. rentership mode, through the lens of consumers’ connectedness to future selves. Evidence from study 1 demonstrates that consumers’ preference for consumption mode is moderated by their fixed vs. growth mindset, and mediated by consumer connectedness to future selves. Study 2 elucidates the asymmetrical effect of shopping goals, showing that consumers with growth (fixed) mindset prefer renting to owning (owning to renting) in experiential (utilitarian) purchase. Studies 3a and 3b attempt to establish the ecologic validity, showing how actual consumer choice of ownership/rentership is associated with their mindsets. Study 4 offers robustness evidence, demonstrating that activating consumer mindset, primed by proverbs (Study 4a) or by advertising framing (Study 4b), influences behavioral outcomes in the choice of ownership vs. rentership. These findings help understand and profile transumers who possess a growth mindsetthatassumes a continuously changing identity and goals in life. Because of their low connectedness to future selves and their focus on consumption process more than consumption outcome, transumers tend to keep up with the fashionable life with ephemeral value and hedonic experiences, while forgoing the long-term ownership.

本研究从消费者与未来自我联系的角度入手，分析了消费者固定型/成长型思维模式与所有权/租赁权购买消费模式之间的关系。研究1表明消费者对消费模式的偏好受到其固定型/成长型思维模式的调节，而消费者与未来自我的联系起到中介作用；研究2发现购物目标具有不对称效应，在体验型（实用型）购买中，具有成长型（固定型）思维模式的消费者更倾向于租赁消费而非所有权消费（所有权消费而非租赁消费）；研究3a和3b通过构建生态效度，证明消费者选择所有权/租赁消费模式与思维模式相关；研究4证明在谚语（研究4a）和广告框架（研究4b）的引导下，激活消费者思维模式会影响其所有权/租赁消费选择中的行为结果。以上发现有助于理解和剖析拥有成长型思维模式的瞬时消费者，由于其与未来自我联系较少，且更关注消费过程而非消费结果，因此瞬时消费者倾向于选择具有短期价值和享乐体验的生活模式，而不追求长期所有权。

主讲人简介：

王承璐，市场营销学博士，美国纽黑文大学商学院营销学终身教授。福尔布莱特学者。主要研究方向为消费者行为及互动营销。他在Journal of Consumer Psychology, Journal of Business Ethics, Journal of Business Research, Industrial Marketing Management等专业杂志上发表学术文章近百余篇。被斯坦福大学2021年的一项排名统计列为全球2 %高被引研究学者之一。目前担任互动营销专业期刊Journal of Research in Interactive Marketing（影响因子10.176，JCR一区）主编。多次担任Journal of Business Research, European Journal of Marketing, International Marketing Review，Industrial Marketing Management等十余个SSCI杂志专刊的执行主编。曾多次担任营销学国际学术会议联席主席和主题演讲人。主要著作有《人际心理学》（上海人民出版社1987年出版）。主编的著作有《Contemporary Marketing in China: Theories and Practices》（Nova，2011），《Brand Management in Emerging Markets: Theories and Practices》（IGI，2014），《Exploring the Rising Fandom in Contemporary Consumer Culture》（IGI，2019,被评为最畅销著作之一）,《Handbook of Research on the Impact of Fandom in Society and Consumerism》(IGI，2019)，以及《The Palgrave of Interactive Marketing: Theoretical Advancement and Managerial Application》（Spring-Nature，2023）。