讲座时间：7月21日9:15-11:45
讲座地点：管楼G506
讲座主题：Research on Linguistic Framing Effect
讲座嘉宾简介
Dr. Fangyuan Chen is an Associate Professor of Marketing and Assistant Dean (Internationalization, Marketing, and Communication) at the Faculty of Business Administration, University of Macau. She holds a Ph.D. in Marketing from the Hong Kong University of Science and Technology.
Dr. Chen’s research lies at the intersection of consumer psychology and marketing strategy with a focus on how marketing can be a force for good, using psychological insights to promote long-term consumer welfare across populations and stages of life. Her work has been published in leading peer-reviewed journals, including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Ethics, Journal of the Association for Consumer Research, and Journal of Experimental Psychology: Applied. Her work has gained significant media attention and has been featured in international outlets such as Harvard Business Review, Forbes, Stanford Social Innovation Review, Insights by Stanford Business, and South China Morning Post.
As a dedicated educator, Dr. Chen has taught courses across multiple academic levels. Before joining the University of Macau, she was a faculty member at the Hong Kong Polytechnic University (2016-2022) and Peking University’s Guanghua School of Management (2015-2016), where she taught in both the MBA and PhD programs.
讲座摘要
In this presentation, Dr. Chen will share new insights into the psychological and behavioral effects of message framing on decision-making across two distinct yet impactful contexts. The first focuses on disease-detection health communication, examining how varying framing strategies influence individuals’ perceptions, intentions, and behaviors, ultimately affecting public health outcomes. The second explores the role of message framing in crowdfunding campaigns, demonstrating how tailored framing strategies affect donor engagement, drive contribution patterns, and enhance overall campaign success.
