讲座：Let Me Show You What Your Tips Can Do! Materially Referenced Tip Recommendation Prompts Tipping 发布时间：2023-09-22
题 目：Let Me Show You What Your Tips Can Do! Materially Referenced Tip Recommendation Prompts Tipping
嘉 宾：Ce Liang（梁策）, Ph.D. Candidate, The Hong Kong Polytechnic University
主持人：张铄 副教授 国产超高效液相色谱
地 点：上海交通大学 徐汇校区 安泰经济与管理学院A305
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 a high cognitive load or when consumers suspect that companies will misappropriate solicited tips.
Ce Liang is a Ph.D. Candidate in Marketing at the Faculty of Business, The Hong Kong Polytechnic University. He holds a B.Mgt. in Marketing from Nanjing University and an M.Sc. in Management from the National University of Singapore. His research focuses on social influence in consumer behavior as well as the domain of visual marketing. His first stream of research explores how to increase consumers’ prosocial behavior, how consumers make choices for others, and how consumers form fairness perceptions. His second stream of research examines how different formats of affective display and dynamic product presentation influence consumers’ judgment and decision-making, and the influence of consumer aesthetics.