讲座题目：Effect of Seeking Help from Algorithm on Consumer Response

主 讲 人：刘文静 清华大学经管学院 长聘副教授

讲座时间：2025年11月11日（周二）10：00-11：30

讲座地点：学院南路校区主教学楼615会议室

主 持 人：魏闯 中央财经大学商学院 助理教授

主讲人介绍：

刘文静为清华大学经济管理学院市场营销系长聘副教授、博士生导师。担任清华经管学院计算与行为科学实验室副主任，清华经管学院中国零售研究中心副主任，清华营销系学术报告委员会主席。于加拿大多伦多大学获得市场营销专业博士学位。研究兴趣包括消费者行为，消费者的服务和产品体验，决策科学，和商品定价等方面。在POMS, IJRM, IJOC, JCP, JIM, Marketing Letters等管理、营销、消费者行为国际权威期刊上发表多篇论文。

摘要：

This research examines an emerging practice on social media: creators openly seeking help from algorithms in their posts (e.g., "Algorithm, please promote this"). While this algorithm-leveraging practice is common, its actual effect on consumer reactions lacks empirical investigation. Contrary to creators' intentions of increasing visibility, we propose that this "algorithm please" tactic triggers negative consumer reactions. This study provides the first theoretical framework and empirical evidence on the downstream consequences of algorithm-leveraging practices, identifying perceived platform optimization as a novel mediator. Practically, the findings offer crucial insights for creators: appealing to algorithms is more effective when the content is framed as serving others' interests or being considerate of the community, rather than making a direct, self-focused appeal.

审核：林嵩