The document describes 5 meal options from Ray's Lab restaurant: 1) Sparerib meal, 2) Beef meal, 3) Pork meal, 4) Chick drum meal, and 5) Fish meal. No other information is provided.

1. Season #1
Director:
Ray’s Lab
Cast:
1. Sparerib meal （香嫩排骨餐）
2. Beef meal （滑蛋牛肉餐）
3. Pork meal (茄汁豬排餐)
4. Chick drum meal (蒜香雞腿排餐)
5. Fish meal (莎莎魚排餐)
1

2. 1. A Reference Price Theory of the Endowment
Effect
2. The Effects of Traditional and Social Earned
Media on Sales: A Study of a Micro-lending
Marketplace
3. When High-Similarity Copycats Lose and
Moderate-Similarity Copycats Gain: The Impact
of Comparative Evaluation

3. 1
A Reference Price Theory of the
Endowment Effect
Journal: JMR, Journal of Marketing Research
Time: 2012 October
Author:
 Ray Weaver (Assistant Professor of Business Administration, Harvard
Business School, Harvard University)
 Shane Frederick (Professor of Marketing, Yale School of Management,
Yale University)

4. 1
A Reference Price Theory of the
Endowment Effect
Research Story & Background Theory :
a. You have a nice watch, now you’re asked to sell the
watch, how much you would like to sell?
Sell as high as possible
G
A
P Buy as low as possible
b. You need a nice watch, how much would you like
to pay ?

5. 1
A Reference Price Theory of the
Endowment Effect
Research Story & Background Theory :
a. You have a nice watch, now you’re asked to sell the
watch, how much you would like to sell?
Sell as high as possible
1. Kahneman and Tversky(1979): loss aversion
2. Thaler (1980) terms this disparity the "endowment effect"
3. Horowitz and McConnell(2002) report that selling prices
are nearly three times higher than buying prices
4. A lot of endowment effect and reference price researches
have been conducted.

6. 1
A Reference Price Theory of the
Endowment Effect
What’s new in this paper?
Reference Price
consumers evaluate potential trades with respect to their
current holdings, and selling prices exceed buying prices
because owners of a good regard its potential loss as more
significant than non-owners regard its potential acquisition.
Endowment Effect
we believe that this is the first study to test a reference
price account against other prevailing theories.

7. A Reference Price 1
Theory of the
Endowment Effect Misson
Clear
 Method: 6 main experiments & 8 additional tests
 Result:
Manipulations that reduce the gap between valuations and
reference prices tend to reduce or eliminate the endowment
effect.
 Comment:
All these examples reflect a reluctance to trade on terms that are
unfavorable in comparison with a reference price as much as
they reflect a reluctance to part with endowments.
7

8. 2 The Effects of Traditional and Social Earned
Media on Sales: A Study of a Micro-lending
Marketplace
Journal: JMR, Journal of Marketing Research
Time: 2012 October
Author:
 Andrew T. Stephen (Assistant Professor of Business administration and
Katz Fellow in Marketing, Joseph M. Katz Graduate School of Business,
University of Pittsburgh)
 Jeff Galak (Assistant Professor of Marketing, Tepper School of Business,
Carnegie Mellon University)

9. 2 The Effects of Traditional and Social Earned
Media on Sales: A Study of a Micro-lending
Marketplace
Research Story & Background Theory :
Over the past decade, the media landscape has dramatically (2008)
Bemoff, Pfiaum, and Bowen
changed….
Technology
Marketing Social Media Outlet Traditional Media Outlet
(SMO) (TMO)
Theory
Paid Media
Owned Media
Earned Media
?
Marketers have adopted a typology for offline and online media activity that falls into three
categories: paid media, owned media, and earned media (Corcoran 2009; Goodall 2009)

10. The Effects of Traditional and 2
Social Earned Media on Sales: A
Study of a Micro-lending
Misson
Marketplace Clear
 Method:
Zero-Inflated Multivariate Autoregressive Double Poisson Model
 Result:
In terms of long-term sales elasticity , SMOs have much more
impact than TMOs, but TMOs have greater influence on sales in
the short-term
 Comment:
The smaller influence of TMOs on sales may be due to their low
target ability of high-involvement people and their incompatibility
with niche topics.
10

11. 3 When High-Similarity Copycats Lose and
Moderate-Similarity Copycats Gain: The
Impact of Comparative Evaluation
Journal: JMR, Journal of Marketing Research
Time: 2012 February
Author:
 Femke van Horen (Postdoctoral researcher, Social Psychology
Department, University of Cologne)
 Rik Pieters (Professor of Marketing, Marketing Department, and Fellow at
the Tilburg Institute of Behavioral and Economics Research (TIBER),
Tilburg University)

12. 3 When High-Similarity Copycats Lose and
Moderate-Similarity Copycats Gain: The
Impact of Comparative Evaluation
Research Story & Background Theory : Copycats
Scott-Morton and Zettelmeyer (2004):
…half the store brands imitated a leader brand package at least in
color, size, and shape

13. 3 When High-Similarity Copycats Lose and
Moderate-Similarity Copycats Gain: The
Impact of Comparative Evaluation
Research Story & Background Theory :
…too many stories about Leader Brand versus Copycats
Moderate-similarity Copycats
…what about Copycats versus Copycats ?
High-similarity Copycats

14. 3 When High-Similarity Copycats Lose and
Moderate-Similarity Copycats Gain: The
Impact of Comparative Evaluation
Copycats Evaluation: Experiments
Social Cognition Theory:
Accessible information can cause assimilative or contrastive
effect on the evaluation of target (here, the copycat)
Moderate- High-similarity Leading Brands
similarity Copycats
Copycats
Shopping environment without Leading Brands
Shopping environment with Leading Brands

15. 3 When High-Similarity Copycats Lose and
Moderate-Similarity Copycats Gain: The
Impact of Comparative Evaluation
Define the degree of similarity: A Pretest

16. 3
When High-Similarity Copycats Lose and
Moderate-Similarity Copycats Gain: The
Impact of Comparative Evaluation
Misson
Result: Clear
1. In the leader brand absent condition, high-similarity brand
will be evaluated more positively than the low- and
moderate-similarity brands.
2. In the leader brand present condition, moderate brand will
be evaluated more positively.
3. When evaluation is comparative, high-similarity copycats
are evaluated more negatively, rather than more positively.
Comment:
This research provides evidence that subtler, moderate-similarity
copycats can be more threatening than blatant, high-similarity ones.
16

17. Thanks for attention!
17