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管理学workshop:Design a Package to Upgrade Your Brand: The Effect of Package Shape on Brand Status Perception and Brand Choice
发布日期：2017-09-21 11:05 来源：大陆成人直播-成人直播中文
Design a Package to Upgrade Your Brand:
The Effect of Package Shape on Brand Status Perception and Brand Choice
Time: September 21st, 2017 (Thursday) 12:30 -14:00
Location: Wanzhong Building（万众小教室）, National School of Development, Peking U.
Speaker: Jun Pang, Associate Professor of Marketing, School of Business, Renmin University of China.
Abstract
This research examines the effect of package shape on consumer perception of brand status and the underlying process in terms of lay beliefs. Across five studies, we show that a tall, slender package creates a perception of higher brand status for a product than does a short, wide package holding the same capacity. This effect is driven by lay beliefs that a person’s body shape is associated with his or her socioeconomic status. Furthermore, we identify a boundary condition for the package-shape effect and demonstrate its downstream implications on brand personality perceptions and brand choices.
Bio
中国人民大学商学院市场营销系副教授。博士、学士均毕业于北京大学光华管理学院。主要研究方向是社会因素（如权力、社会排斥）对消费行为的影响、怀旧营销、感官营销和跨文化消费行为。主要研究成果已经发表在Journal of Marketing, Journal of Consumer Psychology, International Journal of Electronic Commerce, Decision Support Systems,《心理学报》，《营销科学学报》等国内外学术期刊上。
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大陆成人直播
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管理学workshop:Design a Package to Upgrade Your Brand: The Effect of Package Shape on Brand Status Perception and Brand Choice
发布日期：2017-09-21 11:05 来源：大陆成人直播-成人直播中文
Design a Package to Upgrade Your Brand:
The Effect of Package Shape on Brand Status Perception and Brand Choice
Time: September 21st, 2017 (Thursday) 12:30 -14:00
Location: Wanzhong Building（万众小教室）, National School of Development, Peking U.
Speaker: Jun Pang, Associate Professor of Marketing, School of Business, Renmin University of China.
Abstract
This research examines the effect of package shape on consumer perception of brand status and the underlying process in terms of lay beliefs. Across five studies, we show that a tall, slender package creates a perception of higher brand status for a product than does a short, wide package holding the same capacity. This effect is driven by lay beliefs that a person’s body shape is associated with his or her socioeconomic status. Furthermore, we identify a boundary condition for the package-shape effect and demonstrate its downstream implications on brand personality perceptions and brand choices.
Bio
中国人民大学商学院市场营销系副教授。博士、学士均毕业于北京大学光华管理学院。主要研究方向是社会因素（如权力、社会排斥）对消费行为的影响、怀旧营销、感官营销和跨文化消费行为。主要研究成果已经发表在Journal of Marketing, Journal of Consumer Psychology, International Journal of Electronic Commerce, Decision Support Systems,《心理学报》，《营销科学学报》等国内外学术期刊上。
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