講座主題：When Nudge Backfires among Students with Low Educational Expectations: The Role of Reciprocity

主講嘉賓：陸方文，北京大學bevictor伟德官网

講座時間：2024年3月22日（星期五）15：00

講座地點：bevictor伟德官网沙河校區學院11号樓308

嘉賓簡介：陸方文，美國加州伯克利大學博士畢業，現任北京大學bevictor伟德官网教授、博導，教育部高層次人才計劃和國家自科基金優秀青年項目獲得者。擅長運用随機實驗方法探讨行為經濟學和發展經濟學領域的熱點難點問題，其研究成果發表在經濟學、管理學和醫學的頂尖學術期刊，其中包括American Economic Journal: Economic Policy, British Medical Journal, Journal of Development Economics, Journal of Labor Economics, Journal of Public Economics, Journal of Environmental Economics and Management, Management Science,《經濟研究》等，并出版專著《随機實地實驗:理論、方法和在中國的運用》。曾榮獲第五屆“教育部全國教育科學研究優秀成果獎”，以及第十四屆和第十六屆“北京市哲學社會科學優秀成果獎”。

内容摘要：There is an intriguing puzzle that many effective educational assistance programs fail to attract enough engagement from their targeted beneficiaries. To boost mentee enrollment in a voluntary mentoring program, we borrowed a common sales strategy from regular markets emphasizing the otherwise high market price. However, this reference price nudge generates negative effect among students whose expected educational achievement is below a bachelor degree. Such negative impact is due to social preferences – students become less likely to participate if they are more concerned about reciprocity. Other social preferences related to altruism, efficiency, and meritocracy¬ cannot explain this phenomenon.

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