Professor Zhang Ying from University of Texas Visiting Business School
On December 9, 2010, at the invitation of the Dean of Marketing ?Department Professor Wang Haizhong, Professor Zhang Ying from McCombs School of Business，University of Texas at Austin visited our school for three days.
Professor Zhang Ying lecturing at school
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Professor Zhang Ying had a photo taken with teacher and students
Professor Zhang Ying-one of the few most famous marketing scholars of oversea Chinese in America- teaches at McCombs School of Business，University of Texas at Austin. By far , he has already published more than ten dissertations on Journal of Consumer Research, Journal of Personality and Social Psychology, and etc. He achieved internationally recognized results in many aspects of purchasing motivation, emotional consumption, and etc.
During his visit, Professor Zhang Ying joined ‘Great Vision of Marketing ’platform by request and gave the teachers and the students two lectures. On the morning of December 9, Professor Zhang Ying gave a lecture entitled ‘A goal-based analysis of consumer motivation’ and the Dean of Marketing Department Professor Wang Haizhong presided the lecture. Professor Zhang Ying introduced the process of motivation research, and showed the study of the motivation of the process view. Also, he pointed out that it need to stress the accessibility of goal when the consumers are far away from the ultimate goal as while as it need to stress the valuable of goal when the consumers are near to the ultimate goal. Therefore, when the consumers are in the different stages of accomplishing goal, it needs to offer different information to strengthen the costumers’ motivation of accomplishing goal.
One the morning of December 9, Professor Zhang Ying gave his second lecture entitled ‘The motivational consequences of action construal’ for the teachers and the students. He elaborated how to select concerning the consumers in the conflict of consumer goal. He pointed out that people will have a predilection for those short-term and attractive commodities when two conflicting consumer goals are put in a frame and when the two are separated, people will fond of those long-term and beneficial commodities.
In this process, Professor Zhang Ying held an academic forum and a dissertation comment forum with the teachers and the PhD Students. In addition, Professor Zhang Ying shared his knowledge about his research’s data collection and his experience of building a marketing laboratory with the teachers, and patiently made careful comments on the PhD’s dissertations.
?Professor Zhang Ying’s visit widened the marketing vision of the teachers and the students, enlightened their academic thought and interest successfully, fully fueled the positivity and initiative of the students; it achieved benign development in teaching and learning, and established a good foundation in international exchanges and cooperation between Business School and the Marketing Department of University of Texas at Austin.
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