2026年第6期(总第1150期)

演讲主题：Is“Medium”Better than“50”? How Numeric and Descriptive Feedback Formats Influence Consumer Judgments and Behavior

主讲人：方璐 香港科技大学博士生

主持人：王梦阳 市场营销系副教授

活动时间：2026年3月5日（周四）10:00-11:30

活动地址: 管院大楼119教室

主讲人简介：

方璐，香港科技大学商学院市场营销专业博士候选人。研究方向为消费者行为，关注新兴科技、消费者决策机制与消费者福祉；研究方法上结合实验、眼动追踪及机器学习（图像与文本分析）。研究成果多次在ACR、SCP、SJDM等国际学术会议上展示。曾赴美国密歇根大学访学。荣获2025年AMA-Sheth Foundation Doctoral Consortium Fellow称号。

活动简介：

Modern technological interfaces frequently offer feedback and forecasts expressed in terms of magnitudes on scales. For example, your smartwatch might rate your sleep quality as“90,”or a dating app might rate your prospective match as“excellent.”Bridging research on information interpretation and scale design, this research examines how different formats of magnitude communication—numeric versus descriptive—elicit distinct responses to objectively identical feedback. Across six pre-registered studies, we demonstrate that numeric (vs. descriptive) feedback prompts higher comparisons with the right (vs. left) end of the scale, leading to behavioral intentions that reflect more cautious considerations. This feedback format effect is robust across different feedback designs and decision-making contexts. As hypothesized, numeric (vs. descriptive) feedback leads to higher intentions to sleep earlier for an upcoming meeting, lower willingness to book a sea-view hotel in case of rain, reduced willingness to befriend people online, and lower stock price predictions—all reflecting more negative evaluations of the focal feedback and more cautious behavior.