Venue: Lecture Theatre 1, Level 1, The Spot Level 1 Lecture Theatre
Presenters: Professor Ying Zhang
Professor Ying Zhang will present a research project which explores individuals’ preferences for rewards during and after completion of an active focal goal. His research finds that during the completion of such a task, people tend to prefer choice options that undermine their other chronic goals as a post-completion reward. Interestingly, these rewards are rarely consumed and become less attractive by the time people have completed the focal task, because the other chronic goal, which is inhibited by the focal task, is no longer inhibited. Professor Zhang will discuss the implications of these findings for our understanding of self-control and goal goal-based valuation.
Ying Zhang is a Professor of Marketing and Behavioral Science at the Guanghua School of Management, Peking University (China).
from
http://www.youtube.com/watch?v=s6vqHP5xcuE
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