一、时间和地点：

3月26日14:30 C03-205

二、报告题目：

Ambivalence in Reputational Judgement and Implications for the Insurance Case of Corporate Social Responsibility (CSR)

三、报告人：

杭海明 教授

四、邀请人：

李彤 教授

五、报告人简介：

Dr Haiming Hang is a Full Professor in Marketing and Subject Group Lead, Marketing at the University of Bath in England. He is an Associate Editor for International Journal of Consumer Studies and sits on the editorial review board of Journal of Digital Economy edited by Tsinghua University, China. board His main research areas are the interplay of feeling and thinking, the nonconscious and embodied nature of cognition and their implications for consumer behaviour and advertising effectiveness. His recent project focuses on children’s response to new advertising techniques (e.g. product placement, advergames) that has been published in Journal of Consumer Psychology, Journal of Advertising Research, Advances in Consumer Research and International Journal of Advertising. His research has been reported in 53 different media (e.g., BBC, China Daily), reaching 4 million people worldwide.

六、报告内容简介：

To provide unique insights to the core nature of CSR as positive moral capital and its limitation, the main purpose of our research is to take a micro-level analysis focusing on individuals’ experiences of and cope with ambivalence towards a firm with a prior strongly positive CSR reputation (vs. other firms) involved in a negative character (vs. capability) incident. The results of three main experiments and one supplementary study with 1450 participants find individuals experience stronger ambivalence towards a firm with prior strongly positive CSR reputation (vs. other firms) in the wake of a negative character incident, but weaker ambivalence in the wake of a negative capability incident. Our results further suggest that ambivalence strength positively correlates with severity judgment of the negative incident. This is because, as our supplementary study finds, ambivalent individuals take a systematic information processing approach to reduce their ambivalence. As a result, a firm with a prior strongly positive CSR reputation (vs. other firms) suffers greater reputation loss in the wake of a negative character incident but suffers less reputation loss in the wake of a negative capability incident. These results have important implications for the insurance case of CSR and reputation literature.

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2025年3月24日