一、

Title: Health Messages with a Difference: How Implicit Theories Can Enhance Persuasion

Speaker: Meng-Hua Hsieh，Ph.D. Candidate in Marketing, University of Washington

Time: 1:30-3:00pm, Nov. 21, 2012

Location: Room 216, New Building of GSM, Peking University

Abstract:

Health messages can encourage actions that can prevent disease (called prevention advocacies) or to detect undesirable situations (called detection advocacies). A further distinction rests on the frame of communication. Positive frames focus on benefits gained, while negative frames focus on benefits forgone. This research investigates the effectiveness of health message framing (gain/loss) depending on the nature of advocacy (prevention/detection) and respondents’ implicit theories (entity/incremental). It demonstrates that for detection advocacies, incremental theorists are more persuaded by loss frames. For prevention advocacies, incremental theorists are more persuaded by gain frames. For both advocacies (detection and prevention), entity theorists are not differentially influenced by frame. However, entity theorists are message advocacy sensitive, regardless of the message frame. These results are robust for different health contexts.

二、

Title: Go the Extra Mile in Customer Service? A Cross-Cultural Examination of Consumer Responses to Highly Attentive Service

Speaker: Hean Tat Keh，Professor of Marketing, UQ Business School

Time: 3:00-4:30pm, Nov. 21, 2012

Location: Room 216, New Building of GSM, Peking University

Welcome to attend!