一、个人简介

王子宁，男，商学博士，合肥师范学院经济与管理学院（科技商学院）市场营销系特任副教授，毕业于日本中央大学。主要从事消费者行为、食品营销与可持续消费研究，运用消费者实验与定量分析方法，探讨营销信息、产品特征与消费情境对消费者认知和选择的影响。以第一作者身份在 Food Quality and Preference、Psychology & Marketing 等国际学术期刊发表论文十余篇。曾获日本科学技术振兴机构（JST）次世代研究者挑战项目（SPRING）资助、日本消费者研究学会（JACS）论文提案奖优秀奖等荣誉，并担任多本国际学术期刊匿名审稿人。

二、研究方向

替代蛋白产品的消费者接受度：关注昆虫食品、培养肉、藻类等替代蛋白产品，研究消费者采纳过程中面临的心理与营销障碍，探索促进消费者接受的营销策略与政策干预。

健康饮食情境下的消费者决策：研究营销线索与心理因素如何影响消费者的健康食品选择，以及对消费者福祉与品牌策略的启示。

产品不完美与食物浪费：研究消费者对外观不完美食品的认知与评价，探讨行为干预及营销策略在减少食物浪费中的作用。

三、教育经历

2024年4月至2026年3月，日本中央大学，商学专业，商学博士。

2022年4月至2024年3月，日本中央大学，商学专业，商学硕士。

2016年8月至2020年6月，哈尔滨工程大学航天与建筑工程学院，土木工程专业，工学学士。

四、主要发表论文

1. Wang, Z., Park, J., Nguyen, M., & Yuan, Y. (2026). Labeling insects as healthy: How nutri-score shapes perceived healthiness and acceptance of insect-based foods. Food Quality and Preference, 142, 105912.

2. Wang, Z., & Park, J. (2026). Keep away from it! Examining the contamination effect of insect-based foods in retail environments. Psychology & Marketing, 43(4), 726–748.

3. Wang, Z., Yuan, Y., & Park, J. (2026). Missing out is a loss: Investigating the effectiveness of scarcity appeals in promoting insect-based foods. Food Quality and Preference, 136, 105754.

4. Wang, Z., Nguyen, M., Park, J., & Yuan, Y. (2026). From perceived healthiness to acceptance: How influencer type shapes consumer acceptance of insect-based foods. Food Quality and Preference, 135, 105719.

5. Wang, Z., Gong, Z., & Park, J. (2026). Does dark mean insect? Investigating the impact of food color on the perceived likelihood of insect ingredients and consumer acceptance. Food Quality and Preference, 135, 105689.

6. Wang, Z., & Park, J. (2025). Do not push me to eat insects! Investigating consumer responses to fear appeal in the context of insect-based foods. Food Quality and Preference, 133, 105638.

7. Wang, Z., & Park, J. (2025). Do not take away my pleasure: Investigating the conflict between hedonic foods and entomophagy. Food Quality and Preference, 129, 105499.

8. Wang, Z., & Park, J. (2025). Does larger mean riskier? Investigating risk perception and product size preference in insect-based food. Food Quality and Preference, 129, 105490.

9. Wang, Z., & Park, J. (2025). Japanese-made or Chinese-made? Exploring the country-of-origin (COO) effect on insect-based foods. Food Quality and Preference, 126, 105421.

10. Wang, Z., & Park, J. (2024). Does personality make a difference? Exploring the connections between the big five personality traits and entomophagy among Japanese consumers. Food Quality and Preference, 119, 105225.

11. Wang, Z., & Park, J. (2023). “Human-like” is powerful: The effect of anthropomorphism on psychological closeness and purchase intention in insect food marketing. Food Quality and Preference, 109, 104901.

五、荣誉奖励

2024年12月，日本消费者研究学会（JACS）论文提案奖优秀奖。

2024年3月，日本中央大学商学院优秀硕士毕业生。

六、学术服务与交流

担任 Food Quality and Preference、Appetite、npj Science of Food 等国际学术期刊匿名审稿人。

七、联系方式

电子邮箱：wangzining@hfnu.edu.cn