报告题目：When Emotional Expression Helps or Hurts B2B Advertising: Cross-Country Divergence in Supplier Warmth and Competence Inferences
报告人：张绪兵 副教授
邀请人：张闯 教授
报告时间及地点：2026.10.15 15:00；经管学院B312
报告人简况：
张绪兵现任香港理工大学管理与营销学系副教授（终身教职），他在加拿大多伦多大学商学院获得博士学位，研究领域主要集中在营销渠道、零售、B2B品牌、定价和竞争策略方面，尤其关注价格匹配保证、多渠道零售策略、在线图书定价、营销渠道中的保修、价格讨价还价、预售、客户关系管理、社交媒体中的消费者行为等议题。张绪兵副教授的研究成果发表于Journal of Marketing Research，Marketing Science，Journal of Retailing，Management Science，Industrial Marketing Management等国际顶级期刊。
报告内容摘要：
B2B firms increasingly humanize product advertising through emotional expression, yet the consequences of this strategic communication choice remain unclear. Drawing on the emotions as social information (EASI) model, we propose that emotional expression simultaneously shapes business buyers’ perceptions of supplier warmth and competence. Across matched scenario-based experiments in China (N = 188), Poland (N = 197), and the United Kingdom (N = 193), emotional expression consistently increased perceived supplier warmth, producing positive indirect effects on buyers’ intention to search further and intention to collaborate. Its competence implications, however, qualitatively reversed across countries: emotional expression increased inferred supplier competence in China, had no significant effect in Poland, and reduced inferred supplier competence in the United Kingdom. Pooled analyses confirmed cross-country differences in the competence pathway but not in the warmth pathway. Thus, the same emotional cue consistently increased perceived supplier warmth across the three countries, whereas its effect on inferred supplier competence varied qualitatively across countries. The research extends EASI to B2B product advertising, reveals divergent cross-country patterns across its dual pathways, and challenges the managerial assumption that humanizing B2B communication is uniformly beneficial.
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