The Dark Side of Market-mediated Liquid Consumption in the Digital Era

Marketing Seminar（2018-24）

Topic: The Dark Side of Market-mediated Liquid Consumption in the Digital Era

Speaker: Liyin Jin,School of Management, Fudan University

Time: Wednesday, 05 December, 13:30-15:00

Location: Room K01, Guanghua Building 2

Abstract:

Consumer behavior has evolved. Consumers can engage in access-based acquisition of consumption resources (as opposed to ownership) via renting, sharing or borrowing from each other, public services, or the marketplace in liquid consumption. While providing great value of flexibility and convenience, we however, propose that engaging in liquid consumption has unexpected dark side. Through six studies (survey, field observation, experiments), we found that engaging in market-mediated liquid consumption decreases consumers’ general sense of responsibility, in turn leads them to be less prosocial in unrelated domains. We further found that the negative effect of market-mediated liquid consumption on consumers’ prosocial tendency only occur among business-to-customer (vs. peer-to-peer) access-based products, and that highlighting the sharing elements (vs. the convenience elements) in liquid consumption can weaken the negative effect of liquid consumption on prosocial tendency. Our findings serve as a warning for consumers, marketers and policy makers and suggest the meaningful interventions to mitigate the negative effect.

Introduction:

Liyin Jin, professor of the school of management at Fudan University. Prof. Jin’s research interests include social cognition, goals and motivation, social influence and decision making. His research has been published in the leading Marketing journals like Journal of Consumer Research, Journal of Marketing Research, Journal of Service Research, Journal of Retailing and the International Journal of Research in Marketing.

Your participation is warmly welcomed!