【题  目】The perception and the experience of having multiple identities (拥有多重身份认同带来的感知与体验)

【时  间】2024年9月13日（星期五），10:00-11:30

【地  点】后主楼1722会议室

【主讲人】余伊琦 助理教授（复旦大学）

【主持人】王  雪 助理教授（766全讯白菜网999策略白菜手机论坛）

内容摘要：In today’s increasingly complex environment, people often possess multiple identities, which can have profoundly impact on their personal experiences and social perceptions. I present two projects that explore its consequences. The first project investigates how and why signaling multiple identities (vs. a single identity) influences social perception. Six studies—including a field experiment, analysis of social media data, and lab and online experiments—demonstrate that identity multiplicity signaling fosters interpersonal trust by promoting perceived authenticity. The second project, proposes and finds that the experience of social identity conflict, arising from the incompatibilities among one’s multiple identities, increases consumers’ willingness to engage in sensation-seeking consumption. Across seven studies, using large-scale secondary datasets, correlational surveys, and controlled lab experiments with multiple groups of consumers, we find supportive evidence that the dispositional and situational experience of social identity conflict increases sensation seeking. Mediation and moderation analyses suggest that this effect is driven by elevated anxiety.

主讲人简介：余伊琦，复旦大学管理学院市场营销学助理教授。她于北京大学光华管理学院获得博士学位，曾在耶鲁大学做访问学者。她的研究兴趣包括消费者身份、社会影响和数字营销。她的研究发表在顶级市场营销和心理学期刊上，包括《人格与社会心理学杂志》(Journal of Personality and Social Psychology)和《消费者心理学杂志》(Journal of Consumer Psychology)。

Yiqi Yu is an Assistant Professor of Marketing at School of Management, Fudan University. She received her PhD from Guanghua School of Management at Peking University and was a visiting scholar at Yale University. Her research interests include consumer identity, social influence, and digital marketing. Her research has been published in marketing and psychology journals including Journal of Personality and Social Psychology and Journal of Consumer Psychology.