主题：Let Me Show You What Your Tips Can Do! Materially Referenced Tip Recommendation Prompts Tipping
摘要：Given the rapid evolution and wide adoption of digital payment collection systems, the use of tip recommendations is becoming common among companies. Based upon six pre-registered experiments and an analysis of a large-scale field dataset (176,237 orders), the current research reveals that an effective and easily implemented tip recommendation design—materially referenced tip recommendations (i.e., depicting products that financially equal the suggested tip amount)—prompts tipping. This effect is sequentially driven by the vivid imagery of the tipping outcome and the perceived meaningfulness of the tipping behavior, and it is mitigated when customers undergo high cognitive load or when the referenced products are not relevant to the tipping context.
时间：2024年10月17日（周四）下午13:30-15:00
地点：南京审计大学致明楼317
主办单位：南京审计大学商学院
特邀嘉宾
孟陆，西南交通大学经济管理学院教授，博导，特聘副研究员，研究方向集中在视觉营销与旅游管理。在Tourism Management, Annals of Tourism Research, Journal of Business Ethics, Journal of Advertising, Marketing Letters, Journal of Business Research, Psychology & Marketing, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management,心理学报和南开管理评论等中英文期刊接收和发表40多篇论文，多篇工作论文在UTD 24期刊Journal of Consumer Research 和Journal of Marketing Research中被邀请修改并再提交。 主持国家自然科学基金青年项目和国家社会科学基金后期资助项目。
