分享人：吳記 中山大學管理學院 副教授
主持人：趙海川 山東大學管理學院 副教授
騰訊會議：493 562 005
Laboratory studies show that persuasive appeals are more effective in influencing behavior when they are tailored to individuals’ unique psychological characteristics. However, the investigation of large-scale psychological persuasion in the real world has been hindered by the questionnaire-based nature of psychological assessment. Recent research, however, shows that people’s psychological characteristics can be accurately predicted from their digital footprints, and then psychological targeting can be implemented in marketing. In this study, we take regulatory focus theory as an example. Regulatory focus theory (RFT) has been regarded as an important theory for understanding customers’ psychology and behavior; however, there is a significant gap between theoretical analysis with RFT and its practical applications. In particular, there is little research on how to identify the chronic regulatory focus of customers; as such, it is difficult to apply RFT in marketing operations. To fill this research gap, we propose an innovative method to operationalize customer regulatory focus from the affective dimension, leading to operationalized regulatory focus (ORF). In this regard, our study spearheads a new avenue of research on how social theories can be operationalized and applied in marketing operations. We first identify customers’ chronic regulatory focus (i.e., promotion focus or prevention focus) based on online review data using text mining, leading to an innovative method we refer to as “regulatory focus discovery.” Then, we validate the computed results on regulatory focus by surveying corresponding customers included in the same dataset. Finally, we evaluate the applicability of ORF for psychological targeting.
吳記，現任中山大學管理學院副教授。2015年獲得香港城市大學、中國科學技術大學博士學位；香港城市大學高級研究助理、瑞士蘇黎世大學訪問學者。長期從事大數據分析在商業和醫療管理領域應用研究。目前，主持國家自然科學基金項目1項，作為主要成員參與國家自然科學基金3項和香港研究資助局項目1項。近年來，在MIS Quarterly, Information & Management, International Journal of Electronic Commerce等國際權威學術期刊和會議發表近二十篇論文。擔任中國信息經濟學會理事會理事，國際智慧金融峰會程序委員會委員，國際信息系統年會（2019）副編輯，Information Systems Research等多個國際權威期刊匿名審稿人。