不完美的好处：真实性与人性的感知
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时间和日期
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2026-01-19 (星期一) 10:30 上午
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12:00 下午
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地点
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综合教学楼D504会议室
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| 标题 | 不完美的好处：真实性与人性的感知 |
| 日期和时间 |
2026年1月19日（周一） 10:30-12:00 |
| 地点 | 综合教学楼D504会议室 |
| 主讲人 |
Alix Barasch 科罗拉多大学博德分校 |
| 摘要 | As advances in media and information technology reshape both the format and cost structure of communication, consumers must adopt new strategies to signal their underlying qualities and infer others' qualities. I present results from three projects illustrating how imperfections and errors in technology-mediated communications can have upsides in social and marketplace settings, making communicators seem more authentic and human. The first project demonstrates that sharing candid (vs. posed) photos on social media can increase liking and strengthen social connection. These positive effects occur because observers view these less polished images as more genuine representations of the sharer's true self. The second project generalizes these insights and proposes a theoretical framework to explain how imperfections can serve as costly signals of authenticity. Because perfect signals of unobservable qualities are viewed as unrealistic, small imperfections can enhance signal credibility and lead to inferences of greater underlying ability. The third project examines how typos or minor errors made during real-time, text-based customer service interactions can humanize online communicators. These benefits apply to both chatbots and human agents, increasing positive evaluations of the communicator and the organization they represent. Together, these three lines of inquiry shed light on the balancing act between signaling desirable qualities and seeming authentic, and help uncover how the dynamics of signaling, deception, and detection evolve with technological change. |
| 主讲人简介 |
Alix Barasch是科罗拉多大学博德分校的市场营销学副教授。她于宾夕法尼亚大学沃顿商学院获得博士学位，并曾在欧洲工商管理学院（INSEAD）和纽约大学（NYU）任教。她的研究主要探讨拍摄、内容创作、直播和追踪应用程序等技术如何从根本上重塑消费者行为与福祉。Alix的研究同时也涉及利社会行为、口碑传播、沟通以及信号与推断过程等领域。
Alix的研究成果发表于市场营销学（如《Journal of Consumer Research》《Journal of Marketing Research》《Journal of Marketing》）和心理学（如《Journal of Personality and Social Psychology》《Psychological Science》《Journal of Experimental Psychology: General》）领域的顶级期刊。她目前担任《Journal of Consumer Research》和《Journal of Marketing》的副编辑，同时也是《Journal of Marketing Research》《Journal of Consumer Psychology》和《Journal of Personality and Social Psychology》的编委会成员。
Alix曾荣获多项荣誉，其中包括：2023年美国消费者研究协会早期职业奖、2024年美国市场营销协会埃琳·安德森新兴女性营销学者与导师奖，并于2021年当选市场营销科学研究院青年学者。在攻读研究生之前，Alix曾任职于致力于教育政策研究的非营利组织MDRC。此外，她还曾获选富布赖特学者，並在澳门大学进行为期一年的教学，以及于香港科技大学从事研究工作。 |
