讲座题目：Nonmonotonic Status Effects in New Product Adoption

讲座时间：2019年10月24日下午2：00

讲座地点：商学院615会议室

主讲人：胡岩松副教授

主讲人介绍：

胡岩松博士是英国华威大学华威商学院市场营销学副教授，博士生导师。他的研究兴趣集中在新产品,新技术和新服务的研发，采用和扩散，网络，数字和社交媒体等领域。他的研究成果发表在市场营销和管理的一流期刊，包括Marketing Science, Journal of Product Innovation Management等，并在INFORMS新闻和沃顿知识在线上转载发表。他过去的研究成果曾获得各种国际奖项，其中包括美国市场营销协会优秀论文奖，美国市场研究院最佳论文奖等。他在Journal of Business Research编辑委员会任编委，在剑桥中国研究中心从事客座研究员，并担任市场营销和创新研究期刊的定期审稿人，其中包括Journal of the Academy of Marketing Science, Journal of Product Innovation Management, R and D management, European Journal of Marketing, and Industrial Marketing Management等。

他承担过各种本科生，研究生以及企业高管的教学和培训，担任过华威商学院博士生委员会成员，美国市场营销协会博士生论文竞赛评委，并多次获得华威商学院的优秀教学奖。

讲座摘要：

We investigate how the tendency to adopt a new product independently of social influence, the recipients’susceptibility to such influence, and the sources’strength of influence vary with social status. Leveraging insights from social psychology and sociology about middle-status anxiety and conformity, we propose that for products that potential adopters expect to boost their status, both the tendency to adopt independently from others and the susceptibility to contagion is higher for middle-status than for low- and high-status customers.

Applying a nested case-control design to the adoption of commercial kits used in genetic engineering, we find evidence that status affects (i) how early or late one adopts regardless of social influence, (ii) how susceptible one is to such influence operating through social ties, and (iii) how influential one’s own behavior is in triggering adoption by others. The inverse-U patterns in (i) and (ii) are consistent with middle-status anxiety and conformity. The findings have implications for how to use status to better understand adoption and contagion mechanisms, and for targeting customers when launching new products.