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个人简介

孙怡夏2015年获得香港中文大学博士学位以及香港中文大学颁发的青年学者优秀毕业论文奖。2016年加入市场营销系。孙怡夏的研究成果发表在Journal of Consumer Psychology,Journal of Hospitality and Tourism Research,Journal of Hospitality&Tourism Research等国际期刊。主持了国家自然科学青年基金“视觉信息的间接表达方式向消费者传递产品特性的有效性及说服力研究”。荣获2020年度“浙江大学青年教师教学竞赛”一等奖。 2016/01-至今,浙江大学,管理学院市场营销系,(百人计划)研究员 2009-2010上海新东方,英语培训师 2008-2009联合利华(中国),市场部管理培训生 教学与课程 高级市场营销学(博士课程,英文授课) 广告学(本科课程) 市场营销(本科课程) 消费者信息处理与决策(本科课程,英文授课) 研究与成果 主持和参与的国家自然科学基金项目: 1.国家自然科学基金青年项目,71602172,视觉信息的间接表达方式向消费者传递产品特性的有效性及说服力研究,2017/01-2019/12,在研,主持。 2.国家自然科学基金面上项目,71672169,敬畏感对于不诚信行为的多维影响和应用研究:基于营销诚信及诚信宣传的视角,2017/01-2019/12,在研,参与(主持:周欣悦)。 3.国家自然科学基金青年项目,71202072,基于亲社会动机的自我调控消费行为研究-以绿色消费为例,2013/01-2015/12,已结题,参与(主持:才凤艳)。 国际会议 “The Impact of Perceptual Versus Conceptual Attributes on Effectiveness of Visual Metaphors in Advertising,”Sun,Yixia and Robert S.Wyer Presentation at Advertising and Consumer Psychology(ACP),Singapore,2013. Poster at Society of Consumer Psychology(SCP),San Antonio,2013. Decoding the Opening Process”,Sun,Yixia,Yuansi,Hou,and Robert S.Wyer Presentation at Society of Consumer Psychology(SCP),Miami,2014. Presentation at Annual Conference of China Marketing Science,Xia Men,China,2014. Presentation at the Association for Consumer Research Asia-Pacific(AP-ACR),Hong Kong,2015. “How Can Psychological Contagion Effect Be Attenuated?The Role of Boundary Effect on Menu Design,”Hou,Yuansi,Yixia,Sun,Wan,Lisa C,and Yang,Wan Presentation at Annual conference of International Council on Hotel,Restaurant and Institutional Education(CHRIE),San Diego,2014. Poster at Society of Consumer Psychology(SCP),Miami,2014. Presentation at the Association for Consumer Research Asia-Pacific(AP-ACR),Hong Kong,2015. “Will Pictures help?-The Effects of Pictures and Dish Name Type on Menu Evaluations,”Hou,Yuansi,Yang,Wan,and Yixia,Sun Presentation at Annual conference of International Council on Hotel,Restaurant and Institutional Education(CHRIE),San Diego,2014. “The Effects of Problem-focused versus Solution-focused Pictures on the Impact of Print Advertisements,”Yixia,Sun and Robert S.Wyer Presentation at Annual Conference of China Marketing Science,Shanghai,China,2015. “The Effectiveness of Visual Metaphors in Advertising”,Yixia,Sun and Robert S.Wyer Presentation at Society of Consumer Psychology(SCP),St Pete Beach,Florida,2016. “Detecting Poor-Responsive UI in Android Applications”,Yu Kang,Yangfan Zhou,Min Gao,Yixia Sun and Michael R.Lyu. In Proc.of the 27th International Symposium on Software Reliability Engineering(ISSRE),Oct 23-27,Ottawa,Canada,2016

研究领域

市场营销,消费者行为学,消费者信息处理

主要为消费者行为学,包括消费者广告与视觉信息处理、消费者的收集行为、仪式感对消费的影响、隐私产品的购买行为、以及科技对消费的影响。

近期论文

查看导师新发文章 (温馨提示:请注意重名现象,建议点开原文通过作者单位确认)

1.Sun,Yixia,Yuansi,Hou,and Robert S.Wyer(2015),“Decoding the Opening Process,”Journal of Consumer Psychology,25(4),642-649. 2.Hou,Yuansi,Yixia,Sun,Wan,Lisa C,and Yang,Wan(2015),“How Can Psychological Contagion Effect Be Attenuated?The Role of Boundary Effect on Menu Design,”accepted,Journal of Hospitality&Tourism Research,Dec,1-21. 3.Hou,Yuansi,Yang,Wan,and Yixia,Sun(2016),“Will Pictures help?-The Effects of Pictures and Dish Name Type on Menu Evaluations,”International Journal of Hospitality Management,60,94-103. 4.Kang,Yu,Yangfan,Zhou,Min,Gao,Yixia,Sun,Michael R.Lyu(2016),“Experience Report:Detecting Poor-Responsive UI in Android Applications,”Proceedings of the International Symposium on Software Reliability Engineering. 5.孙怡夏,M-learning学习环境的改变与教学设计原则,现代教育技术(CSSCI),2008,18(03):43-45。

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