分享人：吴记 中山大学管理学院 副手机版
主持人：赵海川 万博管理学院 副手机版
腾讯会议：493 562 005
Laboratory studies show that persuasive appeals are more effective in influencing behavior when they are tailored to individuals’ unique psychological characteristics. However, the investigation of large-scale psychological persuasion in the real world has been hindered by the questionnaire-based nature of psychological assessment. Recent research, however, shows that people’s psychological characteristics can be accurately predicted from their digital footprints, and then psychological targeting can be implemented in marketing. In this study, we take regulatory focus theory as an example. Regulatory focus theory (RFT) has been regarded as an important theory for understanding customers’ psychology and behavior; however, there is a significant gap between theoretical analysis with RFT and its practical applications. In particular, there is little research on how to identify the chronic regulatory focus of customers; as such, it is difficult to apply RFT in marketing operations. To fill this research gap, we propose an innovative method to operationalize customer regulatory focus from the affective dimension, leading to operationalized regulatory focus (ORF). In this regard, our study spearheads a new avenue of research on how social theories can be operationalized and applied in marketing operations. We first identify customers’ chronic regulatory focus (i.e., promotion focus or prevention focus) based on online review data using text mining, leading to an innovative method we refer to as “regulatory focus discovery.” Then, we validate the computed results on regulatory focus by surveying corresponding customers included in the same dataset. Finally, we evaluate the applicability of ORF for psychological targeting.
吴记，现任中山大学管理学院副手机版。2015年获得香港城市大学、中国科学技术大学博士学位；香港城市大学高级研究助理、瑞士苏黎世大学访问学者。长期从事大数据分析在商业和医疗管理领域应用研究。目前，主持国家自然科学基金项目1项，作为主要成员参与国家自然科学基金3项和香港研究资助局项目1项。近年来，在MIS Quarterly, Information & Management, International Journal of Electronic Commerce等国际权威网址期刊和会议发表近二十篇论文。担任中国信息经济学会理事会理事，国际智慧金融峰会程序委员会委员，国际信息系统年会（2019）副编辑，Information Systems Research等多个国际权威期刊匿名审稿人。