主題：Let Me Show You What Your Tips Can Do! Materially Referenced Tip Recommendation Prompts Tipping
摘要：Given the rapid evolution and wide adoption of digital payment collection systems, the use of tip recommendations is becoming common among companies. Based upon six pre-registered experiments and an analysis of a large-scale field dataset (176,237 orders), the current research reveals that an effective and easily implemented tip recommendation design—materially referenced tip recommendations (i.e., depicting products that financially equal the suggested tip amount)—prompts tipping. This effect is sequentially driven by the vivid imagery of the tipping outcome and the perceived meaningfulness of the tipping behavior, and it is mitigated when customers undergo high cognitive load or when the referenced products are not relevant to the tipping context.
時間：2024年10月17日（周四）下午13:30-15:00
地點：南京審計大學緻明樓317
主辦單位：南京審計大學商學院
特邀嘉賓
孟陸，西南交通大學經濟管理學院教授，博導，特聘副研究員，研究方向集中在視覺營銷與旅遊管理。在Tourism Management, Annals of Tourism Research, Journal of Business Ethics, Journal of Advertising, Marketing Letters, Journal of Business Research, Psychology & Marketing, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management,心理學報和南開管理評論等中英文期刊接收和發表40多篇論文，多篇工作論文在UTD 24期刊Journal of Consumer Research 和Journal of Marketing Research中被邀請修改并再提交。 主持國家自然科學基金青年項目和國家社會科學基金後期資助項目。
