Marketing Seminar（2018-21）

Topic: The Moving that Makes Us: The Impact of Residential Mobility on Consumer Motivation

Speaker: Linying Fan, the Hong Kong Polytechnic University

Time: Wednesday, 07 November, 13:30-15:00

Location: Room K01, Guanghua Building 2

Abstract:

This research examineshow and why residential mobility leads consumers to have stronger intrinsic motivation in consumption activities. A combination of a survey, field study, and experiments show that residential mobility, the experience of moving one’s home from one place to another, results in individuals’ greater self-clarity. This heightened sense of self-clarity, in turn, facilitates consumers’ intrinsic motivation. Consistent with this proposed account, the positive effect of residential mobility on intrinsic motivation is attenuated in the presence of externally-boosted self-clarity and a threat to autonomy.

Keywords: residential mobility, self-clarity, autonomy, consumer motivation.

Introduction:

Linying (Sophie) Fan is a Ph.D. candidate specializing in consumer behavior at the Hong Kong Polytechnic University. Her research interests can be categorized into two main streams, one of which examines how changes in the socioeconomic environment shape consumer decisions. In the second research stream, she studies the role of social influence in consumer behavior. To study these topics and to examine diverse consumer behavior, she uses a variety of methodological approaches, such as laboratory and online experiments, surveys, field studies, archival data, and eye-tracking techniques. Her research articles are forthcoming in leading marketing journals such as the Journal of Consumer Research and the Journal of Association for Consumer Research.

Your participation is warmly welcomed!