市场营销系邀请了西北大学研究教授Ata Jami前来分享讲座，具体安排如下：
主题：Day vs. Night: The Effect of Time of Day on Extreme Service Ratings
时 间: 2026年5月26日 10:00-11:30
地 点: 管理学院 A523
主讲人: Ata Jami, 西北大学
主持人: 王丽丽，浙江大学管理学院教授
讲座摘要（Abstract）:
Online service reviews shape consumer choices and business outcomes. While ratings reflect direct experiences, contextual factors also matter. This research examines how time of day influences extreme ratings (1- or 5-star). Using over 10 million Google Maps reviews and two experiments, we find that people give more extreme ratings during the day than at night. This pattern is driven by memory vividness: daytime evaluations are based on clearer memories, leading to more polarized judgments. The effect weakens among individuals with lower memory efficacy and is not explained by time since the experience. These findings highlight memory vividness as a key mechanism linking circadian rhythms to consumer judgment.
嘉宾简介（Bio）:
Ata Jami is a Research Professor at the Kellogg School of Management at Northwestern University. His research lies at the intersection of behavioral judgment and decision making and sensory marketing, with a focus on understanding predictable biases in consumer behavior and how contextual and sensory factors shape decisions.
His work has been published in leading academic journals, including Journal of Consumer Research, Journal of Marketing Research, Management Science, PNAS, and Journal of Behavioral Decision Making. Through his research, he aims to generate insights that are both theoretically meaningful and practically relevant for consumers, organizations, and policymakers.
