题　目：Product Design Minimalism and Consumer Behavior

嘉　宾：范林莹 助理教授 香港科技大学

主持人：才凤艳 教授 金沙威尼斯欢乐娱人城

时　间：2024年12月4日（周三）13:30-15:00

地　点：金沙威尼斯欢乐娱人城 徐汇校区 金沙威尼斯欢乐娱人城A305

内容简介:

Product design minimalism has been a strong trend in the realm of consumption in recent years. Despite the growing academic attention paid to minimalistic products in the marketing field, we know little about when consumers choose or avoid minimalistic products. The first project examines how a ubiquitous consumption context—gifting—affects consumers’ preference for products with a minimalistic design. Ten studies demonstrate that consumers tend to avoid choosing products with a minimalistic design when they are intended as gifts for others. This minimalism-avoidance effect is found to be driven by consumers’ heightened motivation to (symbolically) individualize the product in the gifting context. The second project takes a different perspective, exploring a context in which minimalistic products are even more appealing to consumers. Specifically, six studies show that consumers are more interested in purchasing products with a minimalistic design when their self-control goal is made salient (vs. not salient). This effect is driven by consumers’ heightened desire to signal concentration to themselves, which is perceived as a critical fuel for achieving self-control goals. Together, these two projects offer valuable insights for marketing practitioners, helping companies strategically design and position minimalistic products to appeal to different consumer motivations.

演讲人简介：

Linying (Sophie) Fan is an assistant professor of marketing at the Hong Kong University of Science and Technology. Her research focuses on how consumers’ judgments and decisions are influenced by socioeconomic factors, interpersonal concerns, and psychological resources. Dr. Fan’s research has been published on top-tier academic journals, such as the Journal of Consumer Research, Journal of the Academy of Marketing Science, and the Journal of Association for Consumer Research.

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