UROP Proceedings 2010-11

More documents

Recommendations

Info

Department of MarketingWhy do Consumers buy Counterfeid Goods?Advisor : DALTON Amy N / MARKStudent : LEE Wing Sze Ida / MARK(UROP1100, Spring 2011)A materialistic social environment has led individuals in the pursuit of obtaining luxurypossession that are heavily advertised. With genuine products demanding a premium price tag,some consumers purchase counterfeit products as an alternative. Most existing literaturefocuses on materialism being the main motivation for consumers to purchase counterfeitgoods, however there is a need for further investigation to explore other possible motives.This research will focus on how self-monitoring and variety seeking consumers would affectthe relationship between the presence of counterfeit products appearing in a consumer'schoice set and the likelihood to buy designer brands.Counterfeit Consumption: Self-control and TemptationsAdvisor : DALTON Amy N / MARKStudent : LEUNG Kiu Man Lydia / MARK(UROP1100, Spring 2011)This research demonstrates that consumers’ desire for counterfeit goods is based on their levelof self-control. To consumers, counterfeit products may be regarded as a temptation regardlessof their level of self-control. In particular, people with higher self-control tend to choose itemsthey have classified as necessity while those with lower self-control tend to choose items tofulfill their indulgence. However, with the presence of counterfeit product, people with higherself-control seek for more hedonic options. Experiments are conducted to demonstrate theabove theory by manipulation of choice sets. Interestingly, results suggest the opposite asproposed, due to variety seeking in the choice sets.Counterfeit ConsumptionAdvisor : DALTON Amy N / MARKStudent : YIP Kwan Kiu / FINA(UROP1100, Spring 2011)This research aims at exploring the effects of the presence of counterfeit luxury brands onconsumers’ perception for genuine luxury brands and other non-luxury brand options. Theeffects vary with the level of self-monitoring. Results show that the subsequent negativechange in their preference for the real brand is greater when the luxury brand option is knownto be a popular choice. There are several hypothesis made: 1. Low self-monitoring tend to bea consistent factor regardless of the counterfeit option; 2. High self-monitoring may give ahigher or lower rating to the luxury brand with the presence of counterfeit option; 3.Popularity has an impact on high self-monitoring to go for the genuine designer brand.69
Consumer NostalgiaAdvisor : HONG Jiewen / MARKStudent : HE Yirou / ISOM(UROP1000, Summer 2011)Nostalgia, for many people, is a “joyous” experience that can generate positive affectivity andgive rise to a “feeling of elation” and raise the level of happiness. Enhancing positiveself-regard proposes that nostalgia puts people’s earlier selves in a positive light and furtheradds recognition to “the self”. Nostalgia can also make people more affirmed to theirrelationship with others and make them feel more loved and protected, and can make themperceive their lives in a more meaningful way. After studying literature on nostalgia, I comeup with a hypothesis that “the more nostalgic people feel, the more likely they are willing toget involved in voluntary work”.Information Availability v.s. Level of MaterialismAdvisor : HONG Jiewen / MARKStudent : LI Ka Yee / ECON(UROP1000, Summer 2011)This idea arises when I think of my days as a child. Back then, I knew nothing about trend,fashion and luxury items. So, I was comfortable with what I wore and what I had. When Igrew up, I started to learn about luxury from magazines, media, television and friends, and thedesire to own some of these items increased. However, when I ask my mother about luxuryitems, she is familiar with them but she is not interested in owning any of them. Therefore, Iaim to investigate through the study to find out whether this pattern in common among thegeneral public.Nostalgia and Its Effect on Risk TakingAdvisor : HONG Jiewen / MARKStudent : MAK Siu Fung / ECON(UROP1000, Summer 2011)Nostalgia is generally understood by psychologists as an emotion from longing for the past; itcan be either joyous or sad, but research shows that it is often the former. From marketers’perspective, nostalgia is consumers’ common preference towards objects from when theywere young. This study focuses on the psychology aspect of nostalgia and its effect on one’srisk-taking behavior. It is believed nostalgia affects people’s risk-taking behavior for both thelow and high life continuity individuals.70
Page 4 and 5:
Message from the PresidentUROP is a
Page 6 and 7:
School ofScience
Page 8 and 9:
After a month of screening, some pu
Page 10:
Water Quality Survey for Hong Kong'
Page 14 and 15:
Study of Blood Cell Development usi
Page 16 and 17:
Department of MathematicsSpace Orbi
Page 18 and 19:
Report on Lunar Crater ProjectAdvis
Page 20 and 21:
Efficient Numerical Methods for Dyn
Page 22 and 23:
Department of PhysicsNear-Field Sca
Page 24 and 25: Kinetic Monte Carlo Simulation of S
Page 26 and 27: Random Walk on Complex Network and
Page 28 and 29: Manufacture of Photoic Crystals and
Page 30 and 31: School ofEngineering
Page 32 and 33: Techno-economic Analysis of Hydroge
Page 34 and 35: Heavy Metal Adsorption from Seawate
Page 36 and 37: Reformation of Antimicrobial Coatin
Page 38 and 39: Innovative Iron-based Process for O
Page 40 and 41: Department of Computer Science and
Page 42 and 43: An Investigation to Simplex Minimiz
Page 44 and 45: Distributive Name ServiceAdvisor :
Page 46 and 47: “Where To”: A Collaborative And
Page 48 and 49: Light Carving: Rich Object Scanning
Page 50 and 51: Sparse Matrix CompletionAdvisor : Y
Page 52 and 53: Optical Property Investigation of N
Page 54 and 55: Opto-Mechanical Oscillator with Dir
Page 56 and 57: Capture the FlagAdvisor : SHI Ling
Page 58 and 59: Building a Servo Robot SystemAdviso
Page 60 and 61: Department of Industrial Engineerin
Page 62: Digital Image Correlation Method fo
Page 65 and 66: Department of AccountingSchool of B
Page 67 and 68: Department of EconomicsThe Microeco
Page 69 and 70: Department of Information Systems,
Page 71 and 72: Financial Risk ManagementAdvisor :
Page 73: Consumer Shopping Behavior in Inter
Page 77 and 78: Lay Theory of ObesityAdvisor : MUKH
Page 79 and 80: Multiculturalism, Social Judgments
Page 81 and 82: School of Humanities and Social Sci
Page 83 and 84: China/Africa Links ProjectAdvisor :
Page 85 and 86: Housing Policy, Home Ownership Sche
Page 87 and 88: Psychology of HappinessAdvisor : TA
Page 89: Facial Expressions of EmotionsAdvis
show all

UROP Proceedings 2010-11

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?