Charis (Xiang) Li July 2018

Transcription

1 Charis (Xiang) Li July 2018 PO Box , Gainesville, FL Phone Website EDUCATION Expected 2019 Ph.D., Marketing University of Wisconsin-Madison 2014 M.S., Consumer Behavior and Family Economics Wuhan University 2012 B.S., Marketing RESEARCH INTERESTS Object History, Charitable Giving, Sharing Economy, Incentives, Choice Architecture DISSERTATION How Object History Value Shapes Owner Decisions in the Sharing Economy (Five out of six studies completed as of June 15 th, 2018) Dissertation Committee: Chris Janiszewski (Chair), Richard J. Lutz, Joseph W. Alba, Yang Yang, Gwendolyn K. Lee An object s history, be it the experience and object has had or the events an object as witnessed, changes its value. A high-value object (e.g., a car) can lose its value through use, but the times and places the object has been used, the people that have used it, and the way in which it has been used can add significant value to the object. In some cases, an object s history can even make it suitable for collections or a museum. I define object history value as a meaning-based value that one assigns to an object given his/her beliefs about the spatio-temporal connection the object has had with factual meaning sources. It is the core value of family heirlooms, personal mementos, travel souvenirs, sports memorabilia, museum collections, and beyond. Object history value is generated in use and kept in the object. In the emerging sharing economy, where owners of valuable products rent their possessions to other consumers, object history value can play an important role influencing the preferences and behaviors of the owners/rental providers. For example, unique object histories, such as a thorough modification of a vintage car, can make the owner hesitate sharing it. On the other hand, the diverse profiles of renters an Airbnb listing has accommodated can be captured by the space and increase the owner s appreciation for her property. Through the lens of object history value, my dissertation answers the following questions: When will the owner of a valuable possession allow others to use it? Will others use of a shared item change the owner s valuation of her own possession? How will an owner choose between different users requests? Will intended usage influence how much the owner charges a user? Will owners behave differently from an agent who manages the shared property on the owner s behalf? Can owners systematically derive higher value from managing the rental history? MANUSCRIPTS UNDER REVIEW AND WORKING PAPERS Savary, Jennifer, Charis X. Li, and George E. Newman, Exalted Purchases or Tainted Donations? Self-signaling and the Evaluation of Charitable Incentives, under 3 rd round review at Journal of Consumer Research. 1

2 Saccardo, Silvia, Anya C. Samek, Charis X. Li, and Ayelet Gneezy, The Malleability of Self-interest Motives in Marketplace Transactions, under review at Organizational Behavior and Human Decision Processes. Li, Charis X., and Yanping Tu, The Ex-Money Effect: When and Why People Care about Outcomes that Involve Money They Previously Had, working paper. Li, Charis X., and Bowen Ruan, Anthropomorphism Increases Willingness to Buy Used Goods, working paper. BOOK CHAPTER Li, Charis X., and Richard J. Lutz, Object History Value in the Sharing Economy, invited chapter, Handbook on the Sharing Economy, Eds. Russell Belk, Giana Eckhardt and Fleura Bardhi. SELECTED WORK IN PROGRESS How Objects Hold History Value (with Chris Janiszewski) How Sharing Shapes Possession Value (with Chris Janiszewski) Moral Accounting (with Alan D. J. Cooke) The Role of Group Identity in Incentivizing Charitable Behavior (with Yanping Tu) How Incentive Suitability Influences Sensitivity to Incentives (with Chris Janiszewski and Xiang Wang) Circadian Synchrony and Generosity (with Alan D. J. Cooke) REFEREED CONFERENCE PRESENTATIONS AND POSTERS* Li, Charis X., and Yanping Tu (2018), The I-Money Effect How Ownership Tagging of Money Induces Consumer Involvement, SCP Winter Conference. - Co-chair of Symposium Mental Accounting 2.0: New Accounts and New Consequences Li, Charis X., Yanping Tu, and Ayelet Fishbach (2016), The Role of Group Identity in Incentivizing Charitable Behavior, The Association for Consumer Research Conference. Li, Charis X., Chris Janiszewski, and Alan D. J. Cooke (2014), How Relationship Shapes the Effectiveness of Incentive for Effort, The Science of Philanthropy Initiative Annual Conference. * Does not include talks given by coauthors RESEARCH TALKS Li, Charis X., and Chris Janiszewski (2018), How Object History Shapes Consumer Behaviors, University of Houston 35 th Annual Doctoral Symposium. Li, Charis X., and Chris Janiszewski (2018), How Object History Shapes Consumer Behaviors, Research Seminar Series. Savary, Jennifer, Charis X. Li, and George Newman (2016), Exalted Purchases or Tainted Donation? The Effects of Product Incentives on Charitable Giving, Research Seminar Series. Li, Charis X., Chris Janiszewski, and Alan D. J. Cooke (2015), How Relationship Shapes the Effectiveness of Incentive for Effort, Research Seminar Series 2

3 TEACHING INTERESTS Consumer Behavior, Introduction to Marketing, Marketing Research, (New) Product Development, Social Entrepreneurship COURSE TAUGHT MAR 3503: Consumer Behavior (Senior-level Marketing Undergraduate Core) Fall 2016 Expected Spring 2019 GRANTS, HONORS AND AWARDS AMA-Sheth Foundation Doctoral Consortium Fellow 06/2018 University of Houston Doctoral Symposium Fellow, University of Houston 04/2018 Graduate Student Council Travel Grant, 04/2018 Butterworth Fellow,, 2014-present University Office of Research Travel Fund, Zilman Travel Award, University of Wisconsin-Madison 09/2013 Steenbock Scholarship for Summer Research, University of Wisconsin-Madison 05/2013 McNulty Research Award, University of Wisconsin-Madison 10/2012 PROFESSIONAL SERVICE Trainee Reviewer, Journal of Consumer Research 2017-present Volunteer, The Association for Consumer Research Conference 2016 Volunteer, The Science of Philanthropy Initiative Annual Conference PROFESSIONAL AFFILIATIONS American Marketing Association (AMA) Association for Consumer Research (ACR) Society for Consumer Psychology (SCP) Society for Judgment and Decision Making (SJDM) OTHER PROFESSIONAL EXPERIENCE Business Development and Exhibition Specialist Zhengzhou Nonwoven Product Co., Ltd Intern Associate Ogilvy Public Relations

4 REFERENCES Chris Janiszewski (Dissertation Chair) Russell Berrie Eminent Scholar Chair +1 (352) Richard J. Lutz J.C. Penney Professor of Marketing Chair, +1 (352) Joseph W. Alba James W. Walter Eminent Scholar Chair Distinguished Professor +1 (352)

5 APPENDIX: SELECTED ABSTRACTS Savary, Jennifer, Charis X. Li, and George E. Newman, Exalted Purchases or Tainted Donations? Self-signaling and the Evaluation of Charitable Incentives, under 3 rd round review at Journal of Consumer Research. Abstract: One common method of soliciting donations is to bundle charitable requests with products (e.g., a tote bag, pen, or coffee mug). In some cases, bundling products with donations seems to enhance charitable giving, while in other cases, it actually appears to decrease giving. To explain these conflicting results, we hypothesize that when a request is framed to evoke communal norms (donate and receive a gift), the offer is less appealing because it prompts people to consider the counterfactual of giving without receiving anything in return. In contrast, when an offer is framed to evoke exchange norms (a charitable purchase), it may be perfectly acceptable to receive something in return. Twenty laboratory studies, as well as two large-scale field experiment support these predictions and help to explain the contrasting effects of incentives observed in previous studies. For academics, our work provides a deeper understanding of how communal and exchange norms may be cued through subtle differences in framing. For practitioners, our work increases knowledge regarding the effectiveness of different solicitation techniques. Li, Charis X., and Richard J. Lutz, Object History Value in the Sharing Economy, invited chapter, Handbook on the Sharing Economy, Eds. Russell Belk, Giana Eckhardt and Fleura Bardhi. Abstract: This conceptual chapter develops an important but previously ignored meaning-based value object history value as it pertains to consumer-to-consumer sharing activities. In so doing, it establishes a nomological network that explicates the antecedents, consequences, and moderators of the focal construct in the process of possession recirculation. In terms of scope, the paper integrates semiotic theory, observations and concepts from consumer culture theory, and empirical evidence from consumer research. In terms of depth, we make testable predictions and offer practical implications. In terms of its broader positioning within consumer research, the field has thus far focused mainly on meaning-based product value in the form of symbolic value. However, symbolic value does not attach to a specific item and can be transferred from item to item. This limitation reduces explanatory power of consumer choices between specific items among pre-owned offerings in the sharing economy. To our knowledge, this paper is the first comprehensive work on the indexical value of products (object history value). Illustrating its implications in the sharing economy is important and timely. Moreover, the proposed nomological network offers a starting point for future research. Saccardo, Silvia, Anya C. Samek, Charis X. Li, and Ayelet Gneezy, The Malleability of Self-interest Motives in Marketplace Transactions, under review at Organizational Behavior and Human Decision Processes. Abstract: Consumer elective pricing (CEP) allowing each consumer to decide how much to pay for a product or service is now widespread. Marketers using this pricing scheme have adopted a wide variety of phrasings to communicate it. In this paper, we propose that seemingly negligible differences in the phrasing of CEP can substantially increase payments, arguably by increasing the salience of other-regarding considerations. We further propose that the malleability of consumers selfishness (versus generosity), extends to markets governed predominantly by concerns for others well-being, such as charitable donations. Data obtained in three field experiments offers undisputed support for our propositions. Li, Charis X., and Yanping Tu, The Ex-Money Effect: When and Why People Care about Outcomes that Involve Money They Previously Had, working paper. Abstract: Money is the most common medium of exchange. Normatively, after consumers exchange money for resources of equivalent value, where their money goes next and what their money generates should be personally irrelevant. However, we find that people feel connected to outcomes that involve the money they previously had (their ex-money ), and therefore claim benefits as well as bare costs associated with these outcomes. We demonstrate when and why the ex-money effect happens and discuss its implications on promoting behavioral change. Li, Charis X., and Bowen Ruan, Anthropomorphism Increases Willingness to Buy Used Goods, working paper. 5

6 Abstract: Resales of used products constitute a significant share in the U.S. economy. The used car dealer industry alone generated a revenue over $124 billion in 2017, along with another $20 billion generated by second-hand stores, such as Goodwill, Savers, and Winmark. In addition, Internet services, such as ebay, Craigslist, Facebook marketplace, etc., greatly expand the geographical scope of the informal economy of consumer-to-consumer (C2C) exchange and resale of used goods. However, how psychological factors influence consumers attitudes, intention to purchase and willingness to pay for used goods is largely ignored in consumer research. We introduce a simple, yet effective, intervention to stimulate consumers interest for used goods: anthropomorphism. Four experiments show the positive effect of simple anthropomorphism uniquely on used good purchases, which include real consequential purchase decisions and decisions about infrequent major purchases (e.g., cars). 6