The talk will be delivered by Dr. Shankha Basu, Associate Professor of Marketing at the University of Leeds
14 November, 2022, Bengaluru: The Office of Research and Publications (R&P) at IIM Bangalore will host a seminar titled: ‘Posting vs. Refraining: Differences in consumers' beliefs about their and others' achievement sharing behavior on social media’, on 17th November 2022 (Thursday), at 2:30 pm, at Classroom K21. The talk will be delivered by Dr. Shankha Basu, Associate Professor of Marketing at the University of Leeds.
Abstract: Five studies (four preregistered, N = 1202) show that consumers believe others share their achievements more frequently on social media than they do. This belief occurs because consumers believe that they are more moral than others. In Studies 1 and 2, participants overestimated others’ likelihood of sharing the same achievement (e.g., winning three awards) in a more frequent manner (three separate social media posts vs. a single post). Study 3 showed a managerial implication of the research. Managers overestimated how frequently consumers would engage with a social media campaign involving posting about their donations. Study 4 examined the underlying mechanism of differences in moral character beliefs. Participants in Study 4a believed that they were more moral than others. Consequently, when an agent’s moral character was manipulated to be higher in Study 4b, participants thought that the agent would share achievements on social media less frequently. The results document a novel belief that people hold about their and others’ achievement-sharing behavior as well as a novel mechanism of moral character judgment.
About the speaker: Dr. Shankha Basu is an Associate Professor of Marketing at the University of Leeds. He obtained his PhD in Marketing from Nanyang Technological University. Prior to this, he obtained an MBA from S P Jain Institute of Management and Research, Mumbai, and worked in the Product Management team of Axis Bank.
Dr. Basu has two broad areas of research interest – Consumer Decision-making and Culture and Consumer Behavior. His work has been published in top academic journals such as the Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Psychological Science, and Journal of Experimental Psychology: General. He has also published articles in managerial outlets such as Harvard Business Review, Behavioral Scientist, and HBR Guide to Making Better Decisions.
Webpage link: https://business.leeds.ac.uk/departments-marketing/staff/375/shankha-basu
The talk will be delivered by Dr. Shankha Basu, Associate Professor of Marketing at the University of Leeds
14 November, 2022, Bengaluru: The Office of Research and Publications (R&P) at IIM Bangalore will host a seminar titled: ‘Posting vs. Refraining: Differences in consumers' beliefs about their and others' achievement sharing behavior on social media’, on 17th November 2022 (Thursday), at 2:30 pm, at Classroom K21. The talk will be delivered by Dr. Shankha Basu, Associate Professor of Marketing at the University of Leeds.
Abstract: Five studies (four preregistered, N = 1202) show that consumers believe others share their achievements more frequently on social media than they do. This belief occurs because consumers believe that they are more moral than others. In Studies 1 and 2, participants overestimated others’ likelihood of sharing the same achievement (e.g., winning three awards) in a more frequent manner (three separate social media posts vs. a single post). Study 3 showed a managerial implication of the research. Managers overestimated how frequently consumers would engage with a social media campaign involving posting about their donations. Study 4 examined the underlying mechanism of differences in moral character beliefs. Participants in Study 4a believed that they were more moral than others. Consequently, when an agent’s moral character was manipulated to be higher in Study 4b, participants thought that the agent would share achievements on social media less frequently. The results document a novel belief that people hold about their and others’ achievement-sharing behavior as well as a novel mechanism of moral character judgment.
About the speaker: Dr. Shankha Basu is an Associate Professor of Marketing at the University of Leeds. He obtained his PhD in Marketing from Nanyang Technological University. Prior to this, he obtained an MBA from S P Jain Institute of Management and Research, Mumbai, and worked in the Product Management team of Axis Bank.
Dr. Basu has two broad areas of research interest – Consumer Decision-making and Culture and Consumer Behavior. His work has been published in top academic journals such as the Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Psychological Science, and Journal of Experimental Psychology: General. He has also published articles in managerial outlets such as Harvard Business Review, Behavioral Scientist, and HBR Guide to Making Better Decisions.
Webpage link: https://business.leeds.ac.uk/departments-marketing/staff/375/shankha-basu