Victoria’s “Secret”? The Effect of Romantic Cues on Probabilistic Product Preference
Prof. Rui CHEN
Professor of Marketing
Department of Marketing
Xiamen University
Date: 13 November 2025 (Thursday)
Time: 11:30-13:00
Venue: E22-2014
Host: Prof. Xinyue ZHOU, Distinguished Professor in Marketing
Abstract
Probabilistic products like mysterious hotels or trips are widespread, prior studies have mainly explored the effectiveness of probabilistic products, yet the factors shaping preference for these products remains unknown. This research investigates the influence of romantic cues on probabilistic product preference. Across one secondary data study and four experiments, we showed romantic cues increase the preference for probabilistic products, and imagination plays the mediation effect. Our findings extend the literature on probabilistic products and enrich the romantic literatures.
Speaker
Prof. Rui CHEN received his Ph.D from the Tsinghua University in 2015 and is currently a Professor in department of Marketing at Xiamen University. His research interests lies in evolutionary psychology and consumer behavior, including the influence of romantic relationship, gender difference on consumer behavior. He has led three projects funded by National Natural Science Foundation and two projects funded by China Postdoctoral Science Foundation. He has published papers in leading journals such as Journal of Consumer Research, Journal of Consumer Psychology, Marketing Letters, Journal of Business Research, and Acta Psychologica Sinica.
All are welcome!
