主讲人：樊卫国（美国爱荷华大学）

讲座摘要：Live-streaming platforms offer influencers a powerful stage to engage consumers emotionally. While narrative language structured through storytelling are known to deepen engagement, many influencers favor assertive, urgent language. To explain this paradox, we introduce a novel temporal framing perspective that distinguishes between Chronos (time as linear duration) and Kairos (time as decisive moments). We theorize that Chronos-framed pitches evoke immersive, sustained emotional states, whereas Kairos-framed pitches trigger a sense of urgency that prompts immediate action. Employing a double machine learning framework, we identify a seesaw effect: Chronos framing boosts downstream sales but is less effective in prompting immediate purchases, while Kairos framing enhances immediate conversions at the cost of subsequent sales. To rule out alternative explanations, we generate controlled live-streaming clips using a voice-cloning AI model and validate our findings through three online experiments. Complementing behavioral data, we employ EEG to investigate the neurophysiological mechanisms and find that Chronos framing induces left-hemispheric activation linked to approach motivation, while Kairos framing triggers right-hemispheric activation associated with withdrawal tendencies. Our findings advance temporal framing theory and offer practical guidance for optimizing persuasive flows in live commerce by aligning pitch styles with session sequencing.

讲座时间：6月25日（星期三），下午14：00-16：00

线上会议：腾讯会议（会议号：200 793 579）

主讲人简介：樊卫国教授是爱荷华大学卓越商业分析讲座讲授，Tippie分析合作社教研主任，研究领域为新型信息技术的设计与开发——信息管理与决策。他的研究成果多次发表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, IEEE Transactions on Knowledge and Data Engineering, Information Systems, Communications of the ACM, Journal of the American Society on Information Science and Technology, Information Processing and Management, Decision Support Systems, ACM Transactions on Internet Technology, Pattern Recognition, IEEE Intelligent Systems, Pattern Recognition Letters, International Journal of e-Collaboration, and International Journal of Electronic Business, INFORMS Journal on Computing等国际顶尖学术期刊。

此次学术活动获“中央高校基本科研业务费资助”（supported by “the Fundamental Research Funds for the Central Universities”），特此致谢。

撰稿：黄冰雁      排版：王昱洁

初审：孙宝文      复审：王立勇