题目：Defensible Choices: Why Paying Favors Quantity Over Quality

主讲人：戴先炽

地点：北京师范大学珠海校区励耘楼B306

时间： 2026年6月4日 下午14:30-16:00

摘要：The trade-off between quality and quantity is central to consumer decision-making. This research examines the effect of payment type (free vs. fee) on consumer preferences between quantity and quality. Through a series of studies, we find that consumers exhibit a greater preference for quantity over quality when they need to pay for a product compared to when they receive it for free. This effect is observed in both laboratory and field settings, involving payments in terms of both money and effort. This effect arises because when paying, consumers feel a stronger need to justify their choices by relying on objectively verifiable attributes such as quantity. Consistent with this, the effect of payment framing was mediated by the need to justify paying and attenuated when this need was heightened (e.g., when opportunity costs were salient or consumers were frugal) and when quality information was objectively verifiable, it could justify choice. These findings advance research on payment justification and attribute weighting, and offer implications for pricing, bundling, and promotional design.

个人简介：戴先炽，本科毕业于天津大学，硕士毕业于上海交通大学，博士毕业于欧洲工商管理学院（INSEAD），研究兴趣包括判断与决策、动机与自我控制、跨期选择等。研究成果发表于多本商业及心理学国际顶级学术期刊，如 Journal of Marketing Research, Journal of Consumer Research, Organizational Behavior and Human Decision Processes, and Journal of Personality and Social Psychology。曾荣获多项研究奖项，包括欧洲决策学会双年度最佳博士论文奖（De Finetti奖）、美国市场营销协会夏季会议最佳分会论文奖、运筹学与管理学研究协会决策分析学会最佳博士论文奖入围奖，以及香港中文大学青年研究者奖。