发布者：财金学院 时间：2018年6月1日

　 主题：Rituals Can Decrease Loneliness: The Role of Meaning in Life

　 主讲：王雪华 副教授 华东师范大学亚欧商学院

　 主持：高翔  

　 时间：06月08日（周五）下午13：30 -15：00  

　 地点：上海商学院徐汇校区14楼研讨室 

内容提要：Consumers often rely on consumption to repair their moods. However, there is little evidence in consumer research on how consumers use consumption to reduce loneliness, given the evidence that loneliness is associated with negative consequences, both psychological and physical. This research addresses this gap by investigating how consumption rituals can decrease loneliness, thus leading to higher purchase intention towards the product contained in the ritual. Through two lab studies and two online studies, we find that consumers are more willing to engage in ritualized consumption than normal consumption when they feel lonely, but not when they feel calm or angry. Meaning in life mediates the interaction between loneliness priming and ritual manipulations. Therefore, this research contributes to the effect of rituals on emotions and consumption behavior by establishing a causal link among rituals, meaning in life, and loneliness. In addition, our research also contributes to the psychology and clinical literatures on how to cope with loneliness. 

专家介绍：王雪华，于香港城市大学取得营销学博士学位，目前担任华东师范大学亚欧商学院副教授，专攻消费者行为领域，研究方向包括仪式感和情感对消费行为的影响、文化与消费的关系以及服务营销和品牌管理等。王教授的文章发表于Journal of Service Research，Journal of Business Research，以及Psychology & Marketing等领域内具有极高影响力的期刊。　　　　

主办单位：上海商学院财金研究所

　承办单位：上海商学院财金研究所