講者資訊：https://www.rotman.utoronto.ca/FacultyAndResearch/Faculty/FacultyBios/Tsai

演講題目：Consumption Experience over Time: The Role of Event Framing and Counting Direction

People predict that unpacking a positive event into separate activities enhances consumption experience. This research demonstrated that counting direction moderated such effect on actual enjoyment. Specifically, unpacking increased (decreased) enjoyment when the sub-activities were counted downward (upward). Data showed that upward counting reduces enjoyment by triggering a cognitive belief about satiation (a 10th bite of chocolate is less tasty than the first bite), whereas downward counting causes people to savor the end experience.

Keywords: unpacking, framing, counting, consumption experience, consumption enjoyment 

時間：2016年8月30日（二）12：00 ─ 14：00

地點：臺大管理學院壹號館916室