Program Overview
Wednesday, 30 September 2015
5:00 PM - 7:00 PM
ACR Doctoral Symposium Social Event (The Crazy Lobster, Spanish Plaza)
Thursday, 1 October 2015
8:00 AM - 5:00 PM
11:00 AM - 5:00 PM
2:00 PM - 4:00 PM
4:00 PM - 8:00 PM
4:00 PM - 6:00 PM
4:00 PM - 5:00 PM
6:00 PM - 8:00 PM
ACR Doctoral Symposium (co-chaired by Amber Epp and Page Moreau) (Napoleon)
ACR Board Lunch and Meeting (Port)
SCP Executive Committee Meeting (Starboard)
Registration (Registration Counters, 1st floor)
Pre-Tenure Workshop (hosted by Stefano Puntoni and Kate White) (Versailles Ballroom)
Post-Tenure Workshop (hosted by Tom Meyvis, Leif Nelson, and Joseph Nunes)
(Melrose)
Opening Reception (Grand Ballroom (A-C)
Friday, 2 October 2015
7:00 AM - 7:50 AM
7:00 AM - 8:00 AM
7:00 AM - 8:00 AM
7:30 AM - 9:00 AM
8:00 AM - 5:00 PM
8:00 AM – 9:30 AM
8:00 AM - 5:55 PM
8:00 AM - 5:55 PM
8:00 AM - 9:20 AM
9:20 AM - 9:40 AM
9:40 AM - 11:00 AM
11:00 AM - 11:15 AM
11:15 AM - 12:00 PM
12:00 PM - 1:15 PM
1:15 PM - 2.35 PM
2:30 PM - 3:45 PM
2:35 PM - 2:55 PM
2:55 PM - 4:15 PM
4:15 PM - 4:35 PM
4:30 PM - 6:30 PM
4:35 PM - 5:55 PM
6:00 PM - 7:30 PM
6:45 PM - 8:45 PM
Zumba Fitness (Pilates Room, Hotel Health Club)
Continental Breakfast (Chemin Royale)
Keith Hunt Newcomer Breakfast (By Invitation Only) (Versailles Ballroom)
JMR Editorial Board Breakfast (By Invitation Only) (Melrose)
Registration (Registration Counters, 1st floor)
SCP Publications Committee Meeting (Fountain)
Co-Author Rooms (Chequers, Edlington Winton, Prince of Wales, Cambridge)
Film Festival (Marlborough)
Session 1
Coffee Break (Chemin Royale)
Session 2
Coffee Break (Chemin Royale)
Presidential Address (Napoleon Ballroom)
ACR Business Meeting and Lunch (Grand Ballroom (A-C)
Session 3
JCR Associate Editors' Meeting (By Invitation Only) (Quarterdeck)
Coffee Break (Chemin Royale)
Session 4
Coffee Break (Chemin Royale)
JCR Editorial Review Board Reception and Meeting (By Invitation Only)
(River, Port, Starboard)
Session 5
Sheth Foundation Reception for Sheth Medal recipient Gerald Zaltman
(Mark Twain Courtyard)
Working Paper Reception (Grand Ballroom)
Saturday, 3 October 2015
7:00 AM - 8:00 AM
7:30 AM - 9:00 AM
8:00 AM - 4:00 PM
8:00 AM - 5:55 PM
8:00 AM - 5:55 PM
8:00 AM - 9:20 AM
9:20 AM - 9:40 AM
9:40 AM - 11:00 AM
11:00 AM - 11:20 AM
11:20 AM - 12:40 PM
12:40 PM - 2:20 PM
2:20 PM - 3:40 PM
3:40 PM - 4:00 PM
4:00 PM - 5:20 PM
4:00 PM - 5:20 PM
5:30 PM - 7:00 PM
5:30 PM - 6:30 PM
7:00 PM - Midnight
Continental Breakfast (Chemin Royale)
J ACR Breakfast (By Invitation Only) (Newberry Ascot)
Registration (Registration Counters, 1st floor)
Co-Author Rooms (Chequers, Edlington Winton, Prince of Wales, Cambridge)
Film Festival (Marlborough)
Session 6
Coffee Break (Chemin Royale)
Session 7
Coffee Break (Chemin Royale)
Session 8
Awards Lunch (Grand Ballroom (A-C)
Session 9
Coffee Break (Chemin Royale)
Session 10
JCP Associate Editors' Meeting (By Invitation Only) (Belle Chasse)
JCP Editorial Review Board Reception and Meeting (By Invitation Only)
(Salon 19 & 20)
Power Yoga (Pilates Room, Hotel Health Club)
Grand Finale Reception (Mardi Gras World)
Sunday, 4 October 2015
7:30 AM - 5:00 PM
JCR Policy Board Meeting (Marlborough A)
Short Program
Wednesday, 30 September 2015
ACR Doctoral Symposium Social Event
5:00 PM - 7:00 PM
The Crazy Lobster, Spanish Plaza
Thursday, 1 October 2015
ACR Doctoral Symposium
Co-chaired by Amber Epp and Page Moreau
8:00 AM - 5:00 PM
Napoleon
Sponsored by:
Journal of Consumer Research, Marketing Science Institute, and University of Wisconsin
ACR Board Lunch and Meeting
11:00 AM - 5:00 PM
Port
SCP Executive Committee Meeting
2:00 PM - 4:00 PM
Starboard
Registration
4:00 PM - 8:00 PM
Registration Counters, 1st floor
Pre-Tenure Workshop (hosted by Stefano Puntoni and Katherine White)
4:00 PM - 6:00 PM
Versailles Ballroom
The aim of this program is to provide practical advice about the tenure and promotion process
as well as supportive inspiration for participants’ own paths towards becoming successful and
happy tenured professors. The program will begin with a panel of some of the most popular
tenure-letter writers in our field who will offer an insider’s view on what goes into assessing
tenure candidates’ qualifications. This panel will provide their own personal answers to the
question: “What I wished I had known about the tenure process” and answer questions from
participants. Then, we will have break-out sessions where you can ask questions and get sage
advice about your personal journey toward tenure (bring your vita!) from amazing tenured
professors at a wide range of schools.
Post-Tenure Workshop (hosted by Tom Meyvis, Leif Nelson, and Joseph Nunes)
4:00 PM - 5:00 PM
Melrose
This workshop is intended for anyone who recently received the mixed blessings of tenure.
Employing break-out sessions that mix mid-career professors with a panel of illustrious senior
faculty, we will address the typical post-tenure challenges, such as staying productive and
research-focused while being invited - or pressured - to take on administrative and mentoring
roles. We will solicit topics in advance from everyone registered to insure all your most pressing
questions are answered (or at least discussed). This is a great session in which to learn what has
and has not worked for those who have come before you and acquire the wisdom of the aged
(ages?).
Opening Reception
6:00 PM - 8:00 PM
Grand Ballroom (A-C)
Sponsored by
Marketing Area, Stephen M. Ross School of Business
University of Michigan
Friday, 2 October 2015
Zumba Fitness
7:00 AM - 7:50 AM
Pilates Room, Hotel Health Club
Led by our own Naomi Mandel and Antonia Mantonakis (both certified Zumba Instructors)
Zumba is a non-stop Latin fitness dance party for people of all fitness levels.
Please wear loose, comfortable clothing and sneakers, and bring a bottle of water.
Continental Breakfast
7:00 AM - 8:00 AM
Chemin Royale
Keith Hunt Newcomer Breakfast
7:00 AM - 8:00 AM
Versailles Ballroom
By Invitation Only
JMR Editorial Board Breakfast
7:30 AM - 9:00 AM
Melrose
By Invitation Only
Registration
8:00 AM - 5:00 PM
Registration Counters, 1st floor
SCP Publications Committee Meeting
8:00 AM – 9:30 AM
Fountain Room
By Invitation Only
Co-Author Rooms
8:00 AM - 5:55 PM
Chequers, Edlington Winton, Prince of Wales, Cambridge
Film Festival
8:00 AM - 5:55 PM
Marlborough
Films have 10 minutes of Q&A after their first screening
Film Festival Session 1:
Film Festival Session 2:
Film Festival Session 3:
Film Festival Session 4:
Film Festival Session 5:
8:00 AM - 9:20 AM (Marlborough)
9:40 AM - 11:00 AM (Marlborough)
1:15 PM - 2:35 PM (Marlborough)
2:55 PM - 4:15 PM (Marlborough)
4:35 PM - 5:55 PM (Marlborough)
Session 1
8:00 AM - 9:20 AM
Paper 1: 8:00 AM - 8:20 AM
Paper 2: 8:20 AM - 8:40 AM
Paper 3: 8:40 AM - 9:00 AM
Paper 4: 9:00 AM - 9:20 AM
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.10
1.11
1.12
1.13
WORKSHOP: Eye Tracking Methods, Measures and Models for Consumer
Research (Salon 21 & 24)
Consumption and the Self: Understanding Psychological Connection, Product
Preference and Theft (Salon 4)
Paying-it-Forward: How Greed, Generosity, and (un)Fairness Spread Through
Social Networks (Salon 6)
The Pleasures and Perils of Gift-Giving (Salon 7)
Reasoning About Advice: Inferring and Integrating the Preferences of Others
(Salon 9)
A Holistic View of Consumer-Brand Connections (Salon 10)
Data Quality in Online Research: Challenges and Solutions (Salon 12)
New Insights into Creative Cognition (Salon 13)
Looking Down, Acting Up: Responses to Service Failures and Disparaging
Other Consumers (Salon 15)
Consumer Wellbeing: Interpreting Difficulties, Being Resilient, Extending
Forgiveness, and Pursuing a “Fresh Start” (Salon 16)
Understanding Consumer Financial Behavior: Spending, Saving, Investing and
Debt (Salon 18)
It's a Material World: Revisiting Established Consumer Behavior Theories
from Neomaterialist Perspectives (Salon 19 & 22)
ROUNDTABLE: The Tipping Point: Going from Adaptive to Maladaptive
Consumption Behavior Patterns (Salon 3)
Coffee Break
9:20 AM - 9:40 AM
Chemin Royale
Partially sponsored by AMA Consumer Behavior SIG
Session 2
9:40 AM - 11:00 AM
Paper 1: 9:40 AM - 10:00 AM
Paper 2: 10:00 AM - 10:20 AM
Paper 3: 10:20 AM - 10:40 AM
Paper 4: 10:40 AM - 11:00 AM
2.1
WORKSHOP: How and When to Ask the Turk: Tips for Using Amazon’s
Mechanical Turk to Conduct Consumer Research (Salon 21 & 24)
2.2 Identities in Flux: Effects on Target Marketing, Choice, and Choice Processes
(Salon 4)
2.3 Advances in Mobile Consumer Behavior: Effects on Content Generation, Social
Persuasion, Mobile Targeting and Shopping Behavior (Salon 6)
2.4 How People Talk about Products in Word of Mouth (Salon 7)
2.5 Illusions of Preference Construction (Salon 9)
2.6 Forming, Maintaining, and Signaling Relationships (Salon 10)
2.7 Products as People: Anthropomorphism in Consumer Behavior (Salon 12)
2.8 Expectancy and Placebo Effects of Marketing Actions (Salon 13)
2.9 Doing Good and Being Good: How Consumers Evaluate Company Ethics and
Companies Can Make Consumers Ethical (Salon 15)
2.10 Time, Money, and Motivation: The Interplay between Goals and Personal
Resources (Salon 16)
2.11 Understanding and Overcoming Financial Challenges: Process Insights,
Pitfalls, and Recommendations (Salon 18)
2.12 Access in Transition: Understanding Evolving Marketplace Access for
Stigmatized Consumers (Salon 19 & 22)
2.13 ROUNDTABLE: Advancing Connections between Consumption and the
Elderly: Consumer Research Issues, Opportunities and Challenges (Salon 3)
Coffee Break
11:00 AM - 11:15 AM
Chemin Royale
Presidential Address and Champagne Toast
11:15 AM - 12:00 PM
Napoleon Ballroom
Come, toast, learn from, and listen to ACR President Amna Kirmani.
Sponsored by the Marketing Department, Smith School of Business, University of Maryland
ACR Business Meeting and Lunch
12:00 PM - 1:15 PM
Grand Ballroom (A-C)
Session 3
1:15 PM - 2:35 PM
Paper 1: 1:15 PM - 1:35 PM
Paper 2: 1:35 PM - 1:55 PM
Paper 3: 1:55 PM - 2:15 PM
Paper 4: 2:15 PM - 2:35 PM
3.1
3.2
3.3
3.4
ACR Distinguished Service Award Session: Donald Lehmann (Salon 21 & 24)
Antecedents and Consequences of Psychological Ownership (Salon 4)
It Takes Two – Novel Examinations of Social Influence Within Dyads (Salon 6)
Inferential Perspectives in Online Word of Mouth: How Senders and Receivers Infer
from Subtle Cues (Salon 7)
3.5 A Little Goes a Long Way: How and When Distinct Pieces Matter (Salon 9)
3.6 Strange Signals: Conspicuous, Status, and Celebrity Consumption (Salon 10)
3.7 Shiny Pretty Things: Visual Effects, Entertainment and Consumer Preference (Salon 12)
3.8 Hedonic Judgments: Body, Heart, and Mind (Salon 13)
3.9 When Firms Behave Badly (and How Consumers Respond) (Salon 15)
3.10 What Drives Us: Money, Identity, and Goals (Salon 16)
3.11 Consumer Financial Decision Making: Understanding Savings Accumulation and
Decumulation Decisions (Salon 18)
3.12 Sharing as a Social Phenomenon (Salon 19 & 22)
3.13 ROUNDTABLE: Institutional Policies, Social Norms and Coping in Academia:
Exploring the Strategies That Students and Professors of Color Employ as
Academic Consumers (Salon 3)
JCR Associate Editors' Meeting
2:30 PM - 3:45 PM
Quarterdeck
By Invitation Only
Coffee Break
2:35 PM - 2:55 PM
Chemin Royale
Session 4
2:55 PM - 4:15 PM
Paper 1: 2:55 PM - 3:15 PM
Paper 2: 3:15 PM - 3:35 PM
Paper 3: 3:35 PM - 3:55 PM
Paper 4: 3:55 PM - 4:15 PM
4.1 PERSPECTIVES SESSION: Journal of the Association for Consumer Research (J ACR)
(Salon 21 & 24)
4.2 Getting, Having, Doing and Disposing: New Inquiries in Social Identity and Influence (Salon
4)
4.3 When, Why, and How People Advocate (Salon 6)
4.4 Sharing as Caring, Scaring, Bragging and Persuading: Motive Inferences for Sharing
Word-of-Mouth on Social Media (Salon 7)
4.5 It Is Not What It Seems: Unexpected Influences on Doing Good for Yourself and Others
(Salon 9)
4.6 It Ain't All Positive: Frictions between Consumers and Brands (Salon 10)
4.7 Appearance Matters: Effects of Visual Cues on Non-Visual Perceptions (Salon 12)
4.8 Having vs. Doing: New Directions in Material/Experiential Consumption (Salon 13)
4.9 At Your Service?! Consumer - Marketer Engagement Is Complicated (Salon 15)
4.10 Liking, Clicking and Learning: Social Media's Effects on Consumers (and vice-versa) (Salon
16)
4.11 What Makes You Pay? Features of Incentives and the Distribution of Benefits in Financial
Behavior (Salon 18)
4.12 Pilgrims, Nomads, and Tourists: Consumers on Quests (Salon 19 & 22)
4.13 ROUNDTABLE: Advancing Connections between Neuromarketing Academics and Industry
(Salon 3)
Coffee Break
4:15 PM - 4:35 PM
Chemin Royale
JCR Editorial Review Board Reception and Meeting
4:30 PM - 6:30 PM
River, Port, Starboard
By Invitation Only
Session 5
4:35 PM - 5:55 PM
Paper 1: 4:35 PM - 4:55 PM
Paper 2: 4:55 PM - 5:15 PM
Paper 3: 5:15 PM - 5:35 PM
Paper 4: 5:35 PM - 5:55 PM
5.1 PERSPECTIVES SESSION: Modeling Consumer Behavior (Salon 21 & 24)
5.2 Gender in Consumer Culture (Salon 4)
5.3 "That's What She Said!": Antecedents and Consequences of Word-of-Mouth and Sharing
(Salon 6)
5.4 Consumption by Design: Taste, Gifts, and Sharing (Salon 7)
5.5 Beyond the Choice Set: The Impact of Considering Similar Outside Options (Salon 9)
5.6 Just Being Myself While Products Try to Be Me (Salon 10)
5.7 Pay Attention! Subtle Contextual Cues and Individual Differences Boost Consumer Attention
and Engagement (Salon 12)
5.8 Consumer Emotions: Pity, Fear, Nostalgia (Salon 13)
5.9 Consumer Rituals and Religiosity (Salon 15)
5.10 Because of You: The Impacts of Looking Past Our Own Noses (Salon 16)
5.11 Numerical Cognition: Using Numbers to Persuade (Salon 18)
5.12 Pragmatism and Consumer Research (Salon 19 & 22)
Sheth Foundation Reception for Sheth Medal Recipient Gerald Zaltman
6:00 PM - 7:30 PM
Mark Twain Courtyard
Working Paper Reception
6:45 PM - 8:45 PM
Grand Ballroom
01
02
03
04
05
06
07
08
09
10
11
12
13
Affect
Branding
Consumer Culture Theory
Financial Decisions
Food and Nutrition
Information Processing and Persuasion
Judgment and Decision Making
Prosocial Attitudes and Behaviors
Self and Identity
Self-Regulation
Sensory Marketing
Services Marketing
Variety in Choice
Saturday, 3 October 2015
Continental Breakfast
7:00 AM - 8:00 AM
(Chemin Royale)
J ACR Breakfast
7:30 AM - 9:00 AM
Newberry/Ascot
By Invitation Only
Registration
8:00 AM - 4:00 PM
Registration Counters, 1st floor
Co-Author Rooms
8:00 AM - 5:55 PM
Chequers, Edlington Winton, Prince of Wales, Cambridge
Film Festival
8:00 AM - 5:55 PM
Marlborough
Film Festival Session 6: 8:00 AM - 9:20 AM (Marlborough)
Film Festival Session 7: 9:40 AM - 11:00 AM (Marlborough)
Film Festival Session 8: 11:20 AM - 12:40 PM (Marlborough)
Film Festival Session 9: 2:20 PM - 3:40 PM (Marlborough)
Film Festival Session 10: 4:00 PM - 5:20 PM (Marlborough)
Session 6
8:00 AM - 9:20 AM
Paper 1: 8:00 AM - 8:20 AM
Paper 2: 8:20 AM - 8:40 AM
Paper 3: 8:40 AM - 9:00 AM
Paper 4: 9:00 AM - 9:20 AM
6.1 PERSPECTIVES SESSION: Connecting Theory with Practice (Salon 21 & 24)
6.2 Identities in Transition: Concepts and Narratives of Consumption (Salon 4)
6.3 Understanding Prosocial Behavior Across Levels of Analysis: From the Brain to the Field
(Salon 6)
6.4 How Much Are You Having? Marketers' Effects on Food Consumption (Salon 7)
6.5 Effects of Consumer Uncertainty (Salon 9)
6.6 Transforming Consumption Meanings and Values: Online, Local, and Global Perspectives
(Salon 10)
6.7 What's Risky? New Perspectives on "Risk" Aversion (Salon 12)
6.8 Indulgence in Context: Within-Episode Dynamics of Indulgent Consumption (Salon 13)
6.9 The Power of Positioning: Critical Drivers of Brand Perceptions (Salon 15)
6.10 What Drives our Drives? New Insights into the Predictors and Process of Consumer Goal
Pursuit (Salon 16)
6.11 Pricing Insights: How Consumers Assess Value (Salon 18)
6.12 Theorizing Digital Consumption Objects (Salon 19 & 22)
6.13 ROUNDTABLE: Who Are You? Exploring Consumer Authenticity (Salon 3)
Coffee Break
9:20 AM - 9:40 AM
Chemin Royale
Session 7
9:40 AM - 11:00 AM
Paper 1: 9:40 AM - 10:00 AM
Paper 2: 10:00 AM - 10:20 AM
Paper 3: 10:20 AM - 10:40 AM
Paper 4: 10:40 AM - 11:00 AM
7.1
7.2
7.3
7.4
7.5
7.6
7.7
SPECIAL SYMPOSIUM: Advances in Memory Research (Salon 21 & 24)
The Complex Self: Effects of Multifaceted Self-Identities on Consumer Behavior (Salon 4)
The Science of Charitable Giving and Pro-Social Behavior (Salon 6)
The Greater Good: Behavioral Research with Social Value (Salon 7)
For the Love of the Game: New Perspectives on Intrinsically Motivated Behavior (Salon 9)
Age and Generational Perspectives on Consumption (Salon 10)
Understanding Uncertainty: The Mechanisms Behind the Adaptive Nature of DecisionMaking Under Uncertainty (Salon 12)
7.8 How to Do, When to Do, What to Do: The Experiential Consumption Process (Salon 13)
7.9 Mind Over What Matters: Manipulating What Features Matter to Consumers (Salon 15)
7.10 The Value of Consumer Values: Explaining Value-Motivated Cognition and Behavior (Salon
16)
7.11 Psychological Determinants of Economic Rationality (Salon 18)
7.12 iMirror/iMirror: Digital Reflections of Self-Consumption (Salon 19 & 22)
7.13 ROUNDTABLE: Why Your Next Project Should Use Automated Textual Analysis (Salon 3)
Coffee Break
11:00 AM - 11:20 AM
Chemin Royale
Session 8
11:20 AM - 12:40 PM
Paper 1: 11:20 AM - 11:40 PM
Paper 2: 11:40 AM - 12:00 PM
Paper 3: 12:00 PM - 12:20 PM
Paper 4: 12:20 PM - 12:40 PM
8.1 WORKSHOP: Choosing the Right Analysis Approach for Your Data (Salon 21 & 24)
8.2 Consumption and Social Connections (Salon 4)
8.3 Sharing Opinions: When People Share and When it is Persuasive (Salon 6)
8.4 Pushing Back: The Importance of Consumer Freedom in Shaping Positive Behavior (Salon 7)
8.5 Time to Go! Issues of Timing and Time Perception in Consumption Decisions (Salon 9)
8.6 All that Glitter! Motivation for Luxury Consumption from Multiple Perspectives (Salon 10)
8.7 Inconsistent Preferences Under Risk (Salon 12)
8.8 The Malleable Past: The Formation and Function of Memory for Experiences (Salon 13)
8.9 Global Innovation: From Processing Styles to Places (Salon 15)
8.10 Motivating Consumer Performance: Dynamics of Performance from Task-Dependent to Social
Factors (Salon 16)
8.11 Nutrition and Numerosity: The Effects of Non-Used and Non-Consumed Items on
Consumption Experiences and Outcomes (Salon 18)
8.12 Data Blitz (Salon 19 & 22)
8.13 ROUNDTABLE: Fostering Conceptual/Methods/and Interdisciplinary Papers at
JCR (Salon 3)
Awards Lunch
12:40 PM - 2:20 PM
Grand Ballroom (A-C)
Session 9
2:20 PM - 3:40 PM
Paper 1: 2:20 PM - 2:40 PM
Paper 2: 2:40 PM - 3:00 PM
Paper 3: 3:00 PM - 3:20 PM
Paper 4: 3:20 PM - 3:40 PM
9.1 Sheth Award Session: Gerald Zaltman (Salon 21 & 24)
9.2 Putting One's Best Foot Forward, and Falling: Consumers Fail to Understand How They
Are Perceived (Salon 4)
9.3 Did You See This Coming? Persuasion and Persuasion Knowledge (Salon 6)
9.4 Consumption with a Higher Purpose: The Role of Ideology, Religion, and Morality (Salon 7)
9.5 Evaluations of Hedonic Experiences (Salon 9)
9.6 Show Me What You Can Do: Emerging Research on the Roles of Brands (Salon 10)
9.7 Experiences in the Moment (Salon 12)
9.8 Informing the Experience: How Does Prior Information Influence Consumption Experiences
(Salon 13)
9.9 Framing Consumers: Shaping Perceptions and Behaviors Through Setting the Frame (Salon
15)
9.10 How Does He/She Do It? Motivation for Goal Pursuit (Salon 16)
9.11 The Effect of Numerical Markers on Consumer Inferences and Decisions (Salon 18)
9.12 Consumer Agency and Beyond (Salon 19 & 22)
9.13 ROUNDTABLE: Consumer Experience in the Connected World: How Emerging
Technologies are Poised to Revolutionize Consumer Behavior Research (Salon 3)
Coffee Break
3:40 PM - 4:00 PM
Chemin Royale
Session 10
4:00 PM - 5:20 PM
Paper 1: 4:00 PM - 4:20 PM
Paper 2: 4:20 PM - 4:40 PM
Paper 3: 4:40 PM - 5:00 PM
Paper 4: 5:00 PM - 5:20 PM
10.1 WORKSHOP: How to Write a Great Review: Advice from JCR’s Editorial Team (Salon 21
& 24)
10.3 Theoretical Advances in the Sharing Economy (Salon 6)
10.4 Toward a Deeper Understanding of Socially Responsible Consumers (Salon 7)
10.5 God, Luck and the World: Consequences of Consumer Beliefs On Judgment and Choice
(Salon 9)
10.6 Fashion Signals and Symbols: Beyond Conspicuous Consumption (Salon 10)
10.7 It's a Brand New World: Negotiating Evolving Communities (Salon 12)
10.9 ACR 2016 Conference Program Committee Meeting (By Invitation Only)
10.10 Motivation in a Social World: Interpersonal Influences on Self-Regulatory Processes (Salon
16)
10.11 Advances in Pay-What-You-Want Pricing (Salon 18)
10.13 ROUNDTABLE: Affective, Experiential and Performative Impacts of Consumption Spaces
(Salon 3)
JCP Associate Editors' Meeting
4:00 PM - 5:20 PM
Belle Chasse
By Invitation Only
JCP Editorial Review Board Reception and Meeting
5:30 PM - 7:00 PM
Salon 19 & 20
By Invitation Only
Power Yoga
5:30 PM - 6:30 PM
Pilates Room, Hotel Health Club
Led by Stephanie Lin
Power Yoga is an invigorating and challenging workout with modifications for all levels. Come
prepared to sweat!
Bring a bottle of water and wear comfortable clothing
Grand Finale Reception at Mardi Gras World
7:00 PM - Midnight
Sponsored by Qualtrics
Mardi Gras World is a short walk from the hotel, so wear comfortable shoes!
Transportation between the hotel and venue is available throughout the event.
Student volunteers will direct attendees to the venue from the hotel between 6:45 PM and
7:15 PM.
Sunday, 4 October 2015
JCR Policy Board Meeting
7:30 AM - 5:00 PM
Marlborough A
Detailed Program
Wednesday, 30 September 2015
ACR Doctoral Symposium Social Event
5:00 PM - 7:00 PM
The Crazy Lobster, Spanish Plaza
Thursday, 1 October 2015
ACR Doctoral Symposium
Co-chaired by Amber Epp and Page Moreau
8:00 AM - 5:00 PM
Napoleon
Sponsored by:
Journal of Consumer Research, Marketing Science Institute, and University of Wisconsin
ACR Board Lunch and Meeting
11:00 AM - 5:00 PM
Port
SCP Executive Committee Meeting
2:00 PM - 4:00 PM
Starboard
Registration
4:00 PM - 8:00 PM
Registration Counters, 1st floor
Pre-Tenure Workshop (hosted by Stefano Puntoni and Katherine White)
4:00 PM - 6:00 PM
Versailles Ballroom
The aim of this program is to provide practical advice about the tenure and promotion process
as well as supportive inspiration for participants’ own paths towards becoming successful and
happy tenured professors. The program will begin with a panel of some of the most popular
tenure-letter writers in our field who will offer an insider’s view on what goes into assessing
tenure candidates’ qualifications. This panel will provide their own personal answers to the
question: “What I wished I had known about the tenure process” and answer questions from
participants. Then, we will have break-out sessions where you can ask questions and get sage
advice about your personal journey toward tenure (bring your vita!) from amazing tenured
professors at a wide range of schools.
Post-Tenure Workshop (hosted by Tom Meyvis. Leif Nelson, and Joseph Nunes)
4:00 PM - 5:00 PM
Melrose
This workshop is intended for anyone who recently received the mixed blessings of tenure.
Employing break-out sessions that mix mid-career professors with a panel of illustrious senior
faculty, we will address the typical post-tenure challenges, such as staying productive and
research-focused while being invited - or pressured - to take on administrative and mentoring
roles. We will solicit topics in advance from everyone registered to insure all your most pressing
questions are answered (or at least discussed). This is a great session in which to learn what has
and has not worked for those who have come before you and acquire the wisdom of the aged
(ages?).
Opening Reception
6:00 PM - 8:00 PM
Grand Ballroom (A-C)
Sponsored by
Marketing Area, Stephen M. Ross School of Business
University of Michigan
Friday, 2 October 2015
Zumba Fitness
7:00 AM - 7:50 AM
Pilates Room (Hotel Health Club)
Led by our own Naomi Mandel and Antonia Mantonakis (both certified Zumba Instructors)
Zumba is a non-stop Latin fitness dance party for people of all fitness levels. Please wear loose,
comfortable clothing and sneakers, and bring a bottle of water.
Continental Breakfast
7:00 AM - 8:00 AM
Chemin Royale
Keith Hunt Newcomer Breakfast
7:00 AM - 8:00 AM
Versailles Ballroom
By Invitation Only
JMR Editorial Board Breakfast
7:30 AM - 9:00 AM
Melrose
By Invitation Only
Registration
8:00 AM - 5:00 PM
Registration Counters, 1st floor
Co-Author Rooms
8:00 AM - 5:55 PM
Chequers, Edlington Winton, Prince of Wales, Cambridge
Film Festival
8:00 AM - 5:55 PM
Marlborough
Films have 10 minutes of Q&A after their first screening
Film Festival Session 1: 8:00 AM - 9:20 AM
Room: Marlborough
Experiencing Contemporary Arts: A Re-Examination of Fun, Feeling and Fantasy.
Christine Petr, Sciences Po Rennes - CRAPE, France*
How are contemporary arts experienced by occasional attendance? As the film shows, the experiential
paradigm about “fun, feeling and fantasy” (‘3F’) in consumption should be adapted to contemporary art
experience. Occasional spectators struggle to experience fun. Also, the feelings experienced are not
systematically positive or hedonistic. And, faced with the artist’s fantasy, spectators labor to understand
the creative motives and often question the value of such imaginative artistic processes. Consequently,
the alternative tryptic to describe contemporary art experience by occasional attendance is “Strangeness,
Stress and Stupidity”. The film ends with staging that cultural mediation strategy can help occasional
visitors to experiment the reversal from the initial and unpleasant “3 S” to the enjoyable “3 F”.
(30 minutes)
Have You Ever Eaten Horsemeat? Illustrating Paradoxes of Horsemeat Consumption in Finland
Minna-Maarit Jaskari, University of Vaasa, Finland*
Hanna Leipämaa-Leskinen, University of Vaasa, Finland
Henna Syrjälä, University of Vaasa, Finland*
Horsemeat scandal exposed that several meat products contained traces of horsemeat. The scandal
uncovered crimes in meat markets and maltreatment of animals. Consumers felt furious and betrayed.
The scandal demonstrated how the consumption of horsemeat involves more than meets the eye in the
first place. Have you ever eaten horsemeat?
(12 minutes)
Feeding America: The Challenges of SNAP
Sharon Schembri, University of Texas - Pan American, USA*
Lauro Zuniga, University of Texas - Pan American, USA
The Supplemental Nutritional Assistance Program (SNAP) otherwise known as the food stamp program,
serves 46.6 million Americans. A visual ethnographic research design combines shadow shopping and in
depth interviewing and documents the consumer's experience of SNAP. This research highlights the
challenges associated with SNAP both for consumers and public policy makers.
(22 minutes)
Film Festival Session 2: 9:40 AM - 11:00 AM
Room: Marlborough
Paradoxes in Postmodern Consumption
Alain Decrop, University of Namur*
Postmodernity has brought new consumption trends juxtaposing opposites. This film presents a number
of such paradoxes of postmodern consumers, including alone and together, real and virtual, nomadic and
sedentary, etc. We show how a bunch of products and activities have developed around these paradoxes.
(38 minutes)
Monstrous Organizing: The Dubstep Electronic Music Scene
Joel Hietanen, Stockholm University, Sweden*
Joonas Rokka, Neoma Business School, France*
Risto Roman, Helsinki University, Finland
Alisa Smirnova, Stockholm University, Sweden*
Monstrous Organizing: The Dubstep Electronic Music Scene is a cross-disciplinary videography
bridging consumer research and organization theory. It highlights inherent the instability and
ephemerality of organizing in scenes or 'taste regimes' and how such cultural scenes have become
melancholic in the throws of cultural acceleration.
(30 minutes)
Film Festival Session 3: 1:15 PM - 2:35 PM
Room: Marlborough
Dialectical Dildo: Why Women's Erotic Consumption Is Not a Threat to Men
Luciana Walther, UFSJ Federal University of Sao Joao del Rei, Brazil*
This ethnography investigates Brazilian women’s erotic consumption with a dialectical approach. From
the comparison between the extremes of the particular and the universal, a counterintuitive finding
emerges. Aspects of this particular phenomenon suggest the refutation of a universal assumption: that
erotic products may replace men.
(33 minutes)
Last Night a Hacker Saved my Life
Alexandra Vignolles, INSEEC Business School, France*
Those we call hackers have been well aware of the political and economic issues at stakes behind our
screens for a long time now. They know about the hopes and risks of the cyberspace, this videography
presents a certain vision of their past and current role in our world. (35 minutes)
Film Festival Session 4: 2:55 PM - 4:15 PM
Room: Marlborough
Contesting Space
Philipp Wegerer, University of Innsbruck, Austria*
Verena Stoeckl, University of Innsbruck, Austria
Sabrina Gabl, University of Innsbruck, Austria
We study how bicycling transforms urban space in the Austrian city of Innsbruck. Drawing on the work
of Lefebvre (1991) we study public modes of dominating urban space and collective practices of
resistance in which consumers engage to re-appropriate urban space for bicycling. We find that
authorities create and control bicycling space by the use of boundaries and by mimicking automobile
space. In contrast we find that cyclists reclaim space through misusing artifacts, signs and space for
riding and parking. We argue that this two processes form a dialectical tension that gradually transforms
urban space.
(9 minutes)
Fanatic Consumption - An Exploratory Analysis in Genre Film Festivals
João Pedro dos Santos Fleck, Pontifícia Universidade Católica do Rio Grande do Sul, Porto
Alegre, Brazil
Carlos Alberto Vargas Rossi, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil*
Nicolas Isao Tonsho, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil
Paulo Dalpian, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil*
An analysis of the consumption of genre film festivals in South America and North America. Several
similarities were found: the audience prepare with high anticipation, they enjoy intensely the shared
experience with other fans and filmmakers, have feelings of belongingness and consider the festivals as
something special in their lives.
(22 minutes)
Contests as a Serious Leisure- A Qualitative Study on Gymkhanas
Amanda Dreger, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Bianca M. Ricci, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Graziele Kemmerich, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Ioná Bolzan, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Stefânia Ordovás de Almeida, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil*
João Pedro dos Santos Fleck, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
A videography about the phenomenon of the Gymkhana in the small city of São Jerônimo, in the south
of Brazil. The interviews indicate how involved the participants of this event are, having a feeling of
belongingness and showing the serious leisure aspects of the gymkhana.
(12 minutes)
New-Age Elderly & Technology
Fernanda Trindade Deyl, Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre,
Brazil
Letícia Rocha Stocker, Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre,
Brazil
Rafael Bittencourt, Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre, Brazil
Stefânia Ordovás de Almeida, Pontifícia Universidade Católica do Rio Grande do Sul, Porto
Alegre, Brazil*
João Pedro dos Santos Fleck, Pontifícia Universidade Católica do Rio Grande do Sul, Porto
Alegre, Brazil
A new segment of consumers is gaining attention: the new-age elderly. They are interested in new
experiences and challenges. They are not classified by age, but by their behavior. The goal of this study
is to understand the relationship between the new-age elderly and technology, focusing on the female
gender.
(21 minutes)
Film Festival Session 5: 4:35 PM - 5:55 PM
Room: Marlborough
Sunday at the Car Boot Sale
Aurélie Dehling, SKEMA Business School, France*
Baptiste Cléret, University of Rouen, France*
This research aims to explore the second-hand realm through the eyes of used item consumers. Six
consumers have revealed to us their motivations, practices, and know-how. One element attracted our
attention: the presence of an underlying tension between discourse and practice that is more divergent
than convergent.
(19 minutes)
Street Corner Compromises
Baptiste Cléret, University of Rouen, France*
Spaces and places are socially produced and the theater of power struggles. These social dialectics take
place between different worlds and create compromises. This videography aims at showing how the
street can represent a place of compromises, between a street guitarist and his sociocultural environment.
(11 minutes)
My Army Training Week
Stefan Szugalski, Stockholm School of Economics, Sweden*
Magnus Söderlund, Stockholm School of Economics, Sweden
Sofie Sagfossen, Stockholm School of Economics, Sweden
Jonas Colliander, Stockholm School of Economics, Sweden
Why do people pay for extreme experiences? Why do people pay for getting screamed at while
exercising? What motivates them to start exercising at 6 am? I, a consumer behavior researcher, signed
up for Army Training, join the experience in My Army Training Week!
(31 minutes)
Session 1
8:00 AM - 9:20 AM
Paper 1: 8:00 AM - 8:20 AM
Paper 2: 8:20 AM - 8:40 AM
Paper 3: 8:40 AM - 9:00 AM
Paper 4: 9:00 AM - 9:20 AM
1.1 WORKSHOP: Eye Tracking Methods, Measures
and Models for Consumer Research
Room: Salon 21 & 24
Chair: J. Wesley Hutchinson, University of Pennsylvania, USA
Panelists:
Yan Liu Huang, Drexel University, USA
Joy Lu, University of Pennsylvania, USA
Evan Weingarten, University of Pennsylvania, USA
This workshop will introduce participants to different methods for collecting eye tracking data and the
output they produce. The session will include demos of both stationary eye trackers used in a lab setting
and eye tracking glasses. Panelists will describe standard lab studies measuring attention to well-defined
areas of interest, analyzed using traditional ANOVAs as well as studies using eye tracking glasses in
field settings, which provide more external validity but require more advanced analytical techniques.
1.2 Consumption and the Self: Understanding
Psychological Connection, Product Preference and
Theft
Room: Salon 4
Chair: Pragya Mathur, Baruch College, USA
1. I Own What I Control - The Influence of Object Size on Psychological Ownership
Sophie Süssenbach, Wirtschafts University, Austria*
Bernadette Kamleitner, Wirtschafts University, Austria
Objects that I control feel more like “mine” than those that I cannot control. One major aspect
determining the amount of control over an object is its size. Three studies show that manipulated and
self-chosen product size influences psychological ownership.
2. Fragile Products and Conspicuous Conscientiousness
Sean T. Hingston, York University, Canada*
Derek Taylor, University of Guelph, Canada
Theodore J. Noseworthy, York University, Canada
This research examines the consumer preference for fragility. Fragility is widely accepted as a negative
product characteristic and opposite, durability, is considered a critical component of product quality. The
results of three studies demonstrate that consumers value fragility as a costly signal of conscientiousness,
a desirable personality trait.
3. I Don’t Know You Anymore: The Dark Side of Brand Logo Change and Mitigating its Negative
Effects
Richie Liu, Washington State University, USA*
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
Eric Spangenberg, University of California Irvine, USA
Extant research has explored consumer reactions to changes in brand logo design, yet it has neglected to
delineate theory for the change itself. The present research addresses this gap by focusing on brand logo
change, in general, rather than on changes in design.
4. Mood Repair for a Steal: The Effect of Social Exclusion on Shoplifting Intention
Christopher Ling, University of South Carolina, USA*
Thomas Kramer, University of California Riverside, USA
We examine the effects of social exclusion on shoplifting and examine potential moderators. Results
show that socially excluded consumers are more likely to shoplift and that this effect is moderated by the
nature of the product (hedonic vs. utilitarian) and if consumers have shoplifted before.
1.3 Paying-it-Forward: How Greed, Generosity, and
(un)Fairness Spread Through Social Networks
Room: Salon 6
Chair: Adrian F. Ward, University of Texas at Austin, USA
1. Social and Material Concerns in Paying it Forward: People are Selfish, But Only in Secret
Adrian F. Ward, University of Texas at Austin, USA*
Michael I. Norton, Harvard Business School, USA
Kurt Gray, University of North Carolina, USA
We explore the effects of two often-competing incentives—material gain and social reputation—on
paying-it-forward in real-world networks. People asymmetrically pay forward negative outcomes, but
only when behavior is anonymous and their gains are directly tied to others’ losses. Even minimal social
cues lead people to forsake greed for generosity.
2. Is It About Giving or Receiving? The Determinants of Kindness and Happiness In Paying it
Forward
Minah H. Jung, New York University, USA*
Leif D. Nelson, University of California Berkeley, USA
Silvia K. Kurtisa, Georgetown University, USA
Three studies examined two forces behind paying-it-forward: reciprocation and generosity. In the
absence of direct social pressure, generosity had a stronger influence on behavior than reciprocation.
However, giving did not make people feel happier than receiving a kind act. Gift-givers and receivers
displayed asymmetric beliefs about their and others’ happiness.
3. Looking Forward, Looking Back: How Communal Orientation and Perceived Impact Influence
Paying it Forward
Narayan Janakiraman, University of Texas at Arlington, USA*
Zhiyong Yang, University of Texas at Arlington, USA
Karen Page Winterich, Pennsylvania State University, USA
Do people “look forward” or “look back” when paying it forward? We find that those with high
communal orientation look forward and are sensitive to recipients’ needs. Those with low communal
orientation, on the other hand, “look back” and are hence less sensitive to recipients’ needs.
4. Moral Responsibility and Paying it Forward: The Effects of Social Distance and Queue Length on
Paying Forward Generosity
Zhiyong Yang, University of Texas at Arlington, USA*
Narayan Janakiraman, University of Texas at Arlington, USA
Morgan K. Ward, Southern Methodist University, USA
This paper explores how perceived moral responsibility affects paying forward positive outcomes to
socially close vs. distant others. When queues are short, people pay forward positive outcomes to both
close and distant others. When queues are long, people pay forward positive outcomes to close others
more so than to distant others.
1.4 The Pleasures and Perils of Gift-Giving
Room: Salon 7
Co-chairs: Mary Steffel, Northeastern University, USA
Lisa A. Cavanaugh, University of Southern California, USA
1. Ensouling Gifts with Closeness
Evan Polman, University of Wisconsin-Madison, USA*
Sam J. Maglio, University of Toronto Scarborough, Canada
In three studies in which participant-recipients evaluated gifts, we investigated a type of contagion that
we refer to as “ensouling” – whereby givers gift something that they also own themselves. We found that
ensouling increases recipients’ valuation of gifts, and that it is not owing to feature-quality that recipients
may infer.
2. When Doing Good Is Bad in Gift-Giving: Mispredicting Appreciation of Socially Responsible Gifts
Lisa A. Cavanaugh, University of Southern California, USA*
Francesca Gino, Harvard Business School, USA
Gavan Fitzsimons, Duke University, USA
Gift givers mispredict appreciation for socially responsible gifts, and their mispredictions depend on the
nature of their relationship to the recipient. Four studies find that givers overestimate their appreciation
for distant others, i.e., those whom the giver has more to gain with by making better gift choices.
3. Overly Specific Gift Giving: Givers Choose Personalized but Less-Versatile and Less-Preferred
Gifts
Mary Steffel, Northeastern University, USA*
Elanor F. Williams, University of California, San Diego, USA
Robyn A. LeBoeuf, Washington University in St. Louis, USA
This research shows that givers favor gifts that are specifically appropriate for the recipient but are less
versatile than what the recipient would prefer to receive, largely because givers tend to focus on
recipients’ unique traits and personalities rather than on their multiple, varying wants and needs.
4. How Reasons Can Undermine the Symbolic Value of Gifts
Laurence Ashworth, Queen’s School of Business, Canada*
Katherine White, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
The current research examines the idea that information that highlights certain reasons for givers’ choice
of gift will undermine their symbolic value. We test this in the context of discounts, where we find that
discounted gifts reduce recipients’ appreciation, regardless of the price or whether the recipient requested
it.
1.5 Reasoning About Advice: Inferring and Integrating
the Preferences of Others
Room: Salon 9
Chair: Rachel Meng, Columbia University, USA
1. Mistaking Dissimilar for Dislike: Why We Mispredict Others’ Diverse Preferences
Kate Barasz, Harvard Business School, USA*
Tami Kim, Harvard Business School, USA
Leslie K. John, Harvard Business School, USA
People believe that others’ preferences are more mutually exclusive than their own: If someone likes
Option A, they must dislike dissimilar Option B. We document the resulting prediction error,
demonstrating that it is driven by a (false) belief that others have a narrower range of preferences than
we ourselves have.
2. Valuing Dissimilarity: The Role of Diversity in Preference Predictions
Rachel Meng, Columbia University, USA*
Stephanie Y. Chen, University of Chicago, USA
Daniel M. Bartels, University of Chicago, USA
We examine how people integrate opinions from similar and dissimilar others to predict matters of taste.
People prefer to sample and use information from diverse (vs. similar) advisors when making more
verifiable judgments about an unfamiliar item and when they perceive a product category to represent
matters of objective quality.
3. Are Advice Takers Bayesian? Preference Similarity Effects on Advice Seeking and Taking
Hang Shen, University of California Riverside, USA*
Ye Li, University of California Riverside, USA
Consumers increasingly depend on online reviews to inform purchase decisions. We show that they
make two systematic errors that are in offsetting directions in utilizing advice to make a “probabilistic
affective forecasting”. People underestimate the degree of “preference matching” with reviewers,
whereas overweigh their advice compared to a Bayesian criterion.
4. Recommenders vs. Recommender Systems
Mike Yeomans, Harvard Business School, USA*
Anuj Shah, University of Chicago, USA
Sendhil Mullainathan, Harvard University, USA
Jon Kleinberg, Cornell University, USA
Would you rather get a recommendation from another person, or an algorithm? In five studies, we show
that collaborative filtering makes more accurate recommendations, even compared to close others (e.g.
spouses). However, recommendation producers do not listen to algorithms and recommendation
consumers think that humans are better.
1.6 A Holistic View of Consumer-Brand Connections
Room: Salon 10
Co-chairs: Maria A. Rodas, University of Minnesota, USA
Carlos J. Torelli, University of Minnesota, USA
1. The Self-Expanding Process of Falling in Love with a Brand
Maria A. Rodas, University of Minnesota, USA*
Carlos J. Torelli, University of Minnesota, USA
To explore the antecedents of brand love, this research finds evidence that arousing consumption leads to
falling in love with a brand and that this process is mediated by self-expansion. Furthermore, we find
evidence that another path to self-expansion, namely the direct acquisition of resources, also leads to
brand love.
2. Salient Cultural Identities and Consumer Relationships with Culturally Symbolic Brands
Carlos J. Torelli, University of Minnesota, USA*
Rohini Ahluwalia, University of Minnesota, USA
Maria A. Rodas, University of Minnesota, USA
Results from four studies demonstrate that a brand’s cultural symbolism impacts the strength of the
consumer-brand relationship. Stronger bonds with culturally symbolic brands are more likely to emerge
when cultural identities are chronically or temporarily salient. This occurs because identity salience
heightens the valuation of culturally symbolic brands.
3. When Strong Self-Brand Connections Don’t Protect Brands: Achievement Mindsets and Brand
Dilution
Efe Camurdan, Koc University, Turkey*
Zeynep Gürhan-Canli, Koc University, Turkey
Alokparna B. Monga, Rutgers University, USA
Consumers with high self-brand connections in mastery (vs. performance) mindset find negative brand
information more diagnostic and hence become more susceptible to brand dilution. Whereas consumers
with low self-brand connections in performance (vs. mastery) mindset find negative brand information
more diagnostic and hence become more susceptible to brand dilution.
4. The Brand Company You Keep: When People Judge You by the Brands You Use
Ji K. Park, University of Delaware, USA*
Deborah Roedder John, University of Minnesota, USA
Do consumers form judgments of other people based on the brands they use? Our answer is yes, but only
for some consumers. We find that entity (not incremental) theorists draw inferences about a person’s
personality from his or her brand usage.
1.7 Data Quality in Online Research: Challenges and
Solutions
Room: Salon 12
Co-chairs: Neil Brigden, Miami University, USA
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
1. Beyond the Turk: An Empirical Comparison of Alternative Platforms for Crowdsourcing Online
Research
Eyal Peer, Bar-Ilan University, Israel*
Sonam Samat, Carnegie Mellon University, USA
Laura Brandimarte, Carnegie Mellon University, USA
Alessandro Acquisti, Carnegie Mellon University, USA
We compared several available alternative crowdsourcing services to Amazon Mechanical Turk
(MTurk). Whereas some sites proved unusable, we found two (CrowdFlower and MicroWorkers) that
showed adequate data quality, although sometimes inferior to MTurk’s. Between the sites, we also found
psychometric and demographic differences that could affect research outcomes.
2. Non-Naïve Participants Can Reduce Effect Sizes
Jesse Chandler, University of Michigan, USA
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands*
Eyal Peer, Bar-Ilan University, Israel
Pam Mueller, Princeton University, USA
Kate Ratliff, University of Florida, USA
Although researchers often assume their participants are naïve to experimental materials, this is not
always the case. We investigated how results in a set of two-condition experiments depended on whether
participants completed them once already. Non-naivety markedly decreased effect sizes, especially when
participants were assigned to a different condition.
3. Free-Sorting Task Research Design Decisions and Their Effects on Task Outcomes and on the
Participant Experience
Simon J. Blanchard, Georgetown University, USA*
Ishani Banerji, Georgetown University, USA
We study researcher design choices as they administer sorting tasks (card sorts) online. Using data from
1000+ participants in a fractional-factorial experimental design, we show how various researcher
decisions influence sorting task usage (e.g., quitting, time spent), and the participants’ experience (e.g.,
satisfaction, depletion). Research design recommendations are provided.
4. Interactivity and Data Quality in Computer-Based Experiments
Neil Brigden, Miami University, USA*
Experimental researchers often complain about the poor quality of participants’ responses, but tend to
attribute the problem to the participants rather than the experiment. This paper examines how the
presence of interactive elements in an experiment (audio, video, and consequential choices), may
increase participant engagement, improving data quality.
1.8 New Insights into Creative Cognition
Room: Salon 13
Co-chairs: Ding (Allen) Tian, Wuhan University, China
Lidan Xu, University of Illinois at Urbana-Champaign, USA
1. The Light Side of Creativity: An Honesty Mindset Can Boost Creativity
Anne Laure Sellier, HEC Paris, France
Darren Dahl, University of British Columbia, Canada*
Recent research revealed a dark side of creativity, establishing that creativity can compromise ethical
behavior. In three studies, we flip this perspective to show that creators with an ethical or a moral
mindset enjoy a creative advantage. “Good”, then, can also boost creativity, via distinct processes that
this research pinpoints.
2. Does Self-Regulatory Resource Depletion Reduce or Enhance Creativity?
Ding (Allen) Tian, Wuhan University, China*
Gerald Häubl, University of Alberta, Canada
This research investigates under what circumstances self-regulatory resource depletion is beneficial
versus harmful to creative cognition. Evidence from three studies reveals that, although depletion of selfregulatory resources jeopardizes creative performance in domains where convergent thinking is essential,
it enhances creative performance in domains where divergent thinking is important.
3. Good or Bad? Exploring Differential Effects of Creativity on Pro-Social Behavior
Lidan Xu, University of Illinois at Urbana-Champaign, USA*
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Previous research studying effects of creativity demonstrates both positive and negative influences of
creative engagement on social behaviors. Current research resolves these conflicting findings by
demonstrating that different thinking styles (i.e., divergent vs. convergent) adopted during creative
engagement induce competing mindsets (i.e., deliberative vs. implemental), which differentially affect
pro-social behaviors.
1.9 Looking Down, Acting Up: Responses to Service
Failures and Disparaging Other Consumers
Room: Salon 15
Chair: Young Won Ha, Sogang University, Korea
1. Role of Expertise, Affect, and Attribution in Consumer Created Service Exigency
Kumar Rakesh Ranjan, Indian Institute of Management Tiruchirapalli, India
Praveen Sugathan, Indian Institute of Management Bangalore, India*
Three experiments explore consumer created exigency and contribute to services research by 1)
examining the effect of expertise and hope of the service provider, along with the end outcome of
consumer success or failure, on consumer satisfaction; 2) suggesting a mechanism based on attribution
theory, to influence consumer evaluations in exigencies.
2. The Moderating Effect of Customer Skepticism, Group Empowerment, Face Losing and Emotional
Contagion on Customers’ Aggressive Behaviors
Jun M Luo, Nottingham University Business School, China*
Martin J Liu, Nottingham University Business School, China
Ruizhi Yuan, Nottingham University Business School, China
Natalia Yannopoulou, New Castle University Business School, UK
This paper empirically addresses the moderating effects for customers’ aggressive behaviors. It
contributes to attribution theory by introducing consumer skepticism as a moderator in attributionnegative emotion relationship. This research also yields valuable insights by examining group
empowerment, face-losing and emotional contagion as moderators in strengthening negative emotions to
aggressive behaviors.
3. Moral Malleability and Morality Matching: Consumer Deviance in Response to Company
Wrongdoing
Yuliya Komarova Loureiro, Fordham University, USA*
Kelly Haws, Vanderbilt University, USA
William Bearden, University of South Carolina, USA
This research examines the relationship between company wrongdoing, consumer deviance, and
morality. We propose and test in four studies a model of morality matching in which consumers
temporarily reset their own moral compass following company wrongdoing to allow for their otherwise
immoral response of matching severity to deem appropriate.
4. Disparaging Ethical Others: When and Why Willfully Ignorant Consumers Negatively Judge
Others who Seek Out Ethical Product Information
Julie R. Irwin, University of Texas at Austin, USA
Daniel M. Zane, Ohio State University, USA*
Rebecca Walker Reczek, Ohio State University, USA
This research explores when and why consumers who willfully ignore ethical product attributes (Ehrich
and Irwin 2005) denigrate others who seek out and use this information in making purchase decisions.
Denigrating ethical others protects against self-threat, but also undermines commitment to ethical values,
reducing the likelihood of future ethical behavior.
1.10 Consumer Wellbeing: Interpreting Difficulties,
Being Resilient, Extending Forgiveness, and Pursuing a
“Fresh Start”
Room: Salon 16
Chair: Linda Price, University of Arizona, USA
1. From Difficulty to Possibility: Interpretation of Experienced Difficulty, Motivation and Behavior
Daphna Oyserman, University of Southern California, USA*
Sheida Novin, University of Michigan, USA and Utrecht University, the Netherlands
George C. Smith, University of Michigan, USA
Kristen Elmore, University of Michigan, USA
Cecile Nurra, University of Grenoble Alpes, France
People sometimes dig in and other times disengage after experiencing difficulty. Applying identity-based
motivation theory, we find that experiencing difficulty as implying impossible stops engagement, while
experiencing difficulty as implying importance revs up engagement. Results show that interpreting
difficulty as importance represents an alternative strategy to goal achievement.
2. Rising Every Time They Fall: The Importance and Determinants of Consumer Resilience
Joan Ball, St. John's University, USA
Cait Lamberton, University of Pittsburgh, USA*
While the majority of resilience research has considered its extreme manifestations (pathological failure
or heroic triumph), we present qualitative and quantitative data arguing that understanding everyday
expressions of resilience may be critical for marketers, who desire consumer persistence, and consumers,
who wish to reach their consumption goals.
3. Many Goals – One Choice: Understanding Consumer Forgiveness
Yelena Tsarenko, Monash University, Australia
Yuliya Strizhakova, Rutgers University, USA*
Cele Otnes, University of Illinois at Urbana-Champaign, USA
What choices do consumers make in response to marketplace transgressions? Our research based on
thirty-five depth interviews explores consumer forgiveness as a goal-directed socioculturally-grounded
choice. We illuminate consumer forgiveness choices as four gestalts (grace, analgesic, fate and
atonement) that are linked to multiple goals and identity projects.
4. Can A “Fresh Start” Help Consumers Achieve Their Goals?
Ainslie Schultz, University of Arizona, USA*
Linda Price, University of Arizona, USA
Robin Coulter, University of Connecticut, USA
Belief in the power of “Fresh Starts” has a long history in folklore and religious rituals, yet research has
not examined whether “Fresh Starts” actually help people achieve their goals. Across four studies, we
find that fresh starts boost performance on goals similar or different from an initial failed goal.
1.11 Understanding Consumer Financial Behavior:
Spending, Saving, Investing and Debt
Room: Salon 18
Co-chairs: Joseph Harvey, University of Colorado, USA
Michal Strahilevitz, Victoria University of Wellington, New Zealand
1. Piecemeal Repayment: Paying Toward Specific Purchases Promotes Higher Repayments Toward
Debt Balances
Grant E. Donnelly, Harvard Business School, USA*
Zoe Chance, Yale University, USA
Michael I. Norton, Harvard Business School, USA
This paper examines what might happen if consumers were to make payments toward line items on a
credit card bill rather than the aggregated balance. Under this repayment option, consumers repay
significantly more because they feel more aware of what they are paying off, resulting in greater feelings
of impact.
2. Low-Asking Heightens Demand and High-Asking Lowers Demand
Zoe Lu, University of Wisconsin - Madison, USA*
Christopher Hsee, University of Chicago, USA
A series of experiments demonstrate that asking buyers to think about their consumption quantity in a
short period increases purchase quantity, whereas asking them to think about it in a long period
decreases it. The research also identifies the theoretical boundary between this effect and the standard
anchoring effect.
3. How Frequent Trading and Frequent Portfolio Monitoring are Related to Extreme Emotions,
Overconfidence and Impulsivity
Michal Strahilevitz, Victoria University of Wellington, New Zealand
Joseph Harvey, University of Colorado, USA*
Dan Ariely, Duke University, USA
Two surveys of active investors explore how frequent stock trading relates to emotionality, self-control
and tendency towards addiction. We also examine correlations with frequent monitoring of one’s
portfolio, use of mobile technology and several physical and emotional health measures. The results
illuminate potential causes and consequences of frequent trading.
4. Risk Management for the Future: Age, Risk, and Choice Architecture
On Amir, University of California San Diego, USA*
Orly Lobel, University of San Diego, USA
This paper examines how aging interacts with the decision-making environment concerning savings,
retirement and well-being. Across multiple experiments, older participants opt for more prudent financial
and retirement choices only when cognitive resources are available, and sometimes a reversal of this
pattern if they are not available.
1.12 It's a Material World: Revisiting Established
Consumer Behavior Theories from Neomaterialist
Perspectives
Room: Salon 19 & 22
Co-chairs: Hope Schau, University of Arizona, USA
Beth DuFault, University of Arizona, USA
1. Ontological Flattening, Vibrant Matter and Consumption: Sending Canonical Theories Back to
School
John Schouten, Aalto University, Finland*
Diane Martin, Aalto University, Finland
Beth DuFault, University of Arizona, USA
Ontological flatness is a neomaterialist perspective on socio-technical assemblages, which are in
constant transformation through the interrelations of actants such as natural processes and individual
consumers. This paper advocates the reinquiry of classic works in marketing and consumer behavior
from neomaterialist ontologies.
2. Maven 2.0: The Newly Assembled Interactive Ex-Pat Market Maven
Hope Schau, University of Arizona, USA
Beth DuFault, University of Arizona, USA*
Yan Mandy Dang, Northern Arizona University, USA
Yulei Gavin Zhang, Northern Arizona University, USA
Those consumers less familiar with the rules and norms of the American retail environment often
participate in interactive web communities to understand the markets. They are commonly assisted in
their acculturation by online market mavens. We study the object agency of Web 2.0 and of language in
this acculturation.
3. Practice Interrupted: When Fatal Disruptions and Irreconcilable Distortions Erode Mutual
Understanding and Destroy Social Order
Paul Connell, Stony Brook University, USA*
Hope Schau, University of Arizona, USA
Neomaterialist ontologies share the perspective that all social phenomena are emergent, in a constant
state of becoming. Within studies of practice, however, there exists a general assumption of stability as
practices reproduce themselves through human carriers. This study revisits practice theory with an
ethnomethodological emphasis on practices as emergent phenomena.
4. Understanding Dynamism in Consumers' Relationships With Brands Through Assemblage Theory
Tonya Bradford, University of Notre Dame, USA*
John Schouten, Aalto University, Finland
Consumer-brand relationships (CBRs) are prevalent in individuals’ lived experiences. In contrast to prior
research on CBRs, which privileges communications between a consumer and a brand, we use
assemblage theory to explore a broader complement of influences that support the initiation,
transformation, or dissolution of consumer-brand relationships.
1.13 ROUNDTABLE: The Tipping Point: Going from
Adaptive to Maladaptive Consumption Behavior
Patterns
Room: Salon 3
Co-chairs: Ingrid Martin, California State University, Long Beach, USA
Marlys Mason, Oklahoma State University, USA
Maura Scott, Florida State University, USA
Participants:
Soren Askegaard, University of Southern
Denmark, Denmark
Darrell Bartholomew, Rider University,
USA
Maia Beruchashvili, California State
University, Northridge, USA
Lauren Block, Baruch University, USA
Wendy Boland, American University, USA
Paul Connell, Stony Brook University, USA
David Crockett, University of South
Carolina, USA
James Cronin, University of Lancaster, UK
Jenna Drenten, Loyola University Chicago,
USA
Stacey Finkelstein, Baruch University, USA
Meryl Gardner, University of Delaware,
USA
Sonya A. Grier, American University, USA
Michael Kamins, Stony Brook University,
USA
Corinne Kelley, Florida State University,
USA
Lauren Maynor, Baruch University, USA
Risto Moisio, California State University,
Long Beach, USA
Hieu Nguyen, California State University,
Long Beach, USA
Maria Piacentini, University of Lancaster,
UK
Kristin Scott, Minnesota State University,
USA
Beth Vallen, Villanova University
Kathleen Vohs, University of Minnesota,
USA
Sara Williamson, Baruch University, USA
We examine the role of various factors that move seemingly benign consumption behaviors (e.g., eating,
online communication/gaming, texting, exercising) from adaptive consumption to maladaptive
consumption. We examine theoretical underpinnings of the factors that “tip” consumers into maladaptiveconsumption and how consumers can return to adaptive consumption behavior.
Coffee Break
9:20 AM - 9:40 AM
Chemin Royale
Partially sponsored by AMA Consumer Behavior SIG
Session 2
9:40 AM - 11:00 AM
Paper 1: 9:40 AM - 10:00 AM
Paper 2: 10:00 AM - 10:20 AM
Paper 3: 10:20 AM - 10:40 AM
Paper 4: 10:40 AM - 11:00 AM
2.1 WORKSHOP: How and When to Ask the Turk: Tips
for Using Amazon’s Mechanical Turk to Conduct
Consumer Research
Room: Salon 21 & 24
Chair: Joseph Goodman, Washington University in St. Louis
Panelists:
Cynthia Cryder, Washington University in St. Louis
Thomas Novak, George Washington University
Gabriele Paolacci, Erasmus University
Kathryn Sharpe, University of Virginia
Use of Amazon’s Mechanical Turk (MTurk) by consumer behavior researchers has increased dramatically
over the past several years. The panelists for this session will leverage their experience with MTurk and
expertise in online consumer research to address critical questions, such as when it is appropriate to
use MTurk and how to use MTurk effectively. In this interactive session, they look forward to discussing
current issues and challenges faced by researchers and taking questions from the audience.
2.2 Identities in Flux: Effects on Target Marketing,
Choice, and Choice Processes
Room: Salon 4
Chair: David J. Moore, University of Michigan, USA
1. The Politics of Target Marketing
Guillaume D. Johnson, CNRS, Dauphine Recherches en Management, France*
Romain Cadario, IÉSEG School of Management, France*
Sonya A. Grier, American University, USA*
Although cultural targeting seems apposite within the context of contemporary multicultural society, in
certain countries, national norms dictate that marketers should focus on the homogeneity of the market
rather than its diversity. Two experiments demonstrate how sociopolitical ideologies at both individualand national-levels influence consumers’ responses to culturally targeted practices.
2. You are What (and How, and with Whom) You Eat: Effects of Food Identity on Preferences, Choice
and Consumption
Lauren Grewal, University of Pittsburgh, USA*
Cait Lamberton, University of Pittsburgh, USA
Nicole Verrochi Coleman, University of Pittsburgh, USA
Though the bulk of consumer research in the food domain has focused on peoples’ indulgent or restriction
behavior, we propose that variance on this dimension does not capture the totality of consumers’ food
relationships. To provide a richer conceptualization of individuals’ experiences with food, we propose
four distinct food identities.
3. Your 15 Minutes of Fame: How Public Recognition Boosts Psychological Ownership in RewardBased Crowdfunding
Carina Thürridl, Wirtschafts University, Austria*
Bernadette Kamleitner, Wirtschafts University, Austria
We investigate the psychological effects of recognition in crowdfunding. Across three studies we show
that in particular public recognition increases psychological ownership, which subsequently elicits
approach behavior. Moreover, we uncover conditions under which recognition is most effective as a
strategy in crowdfunding.
4. Liquid Consumption
Fleura Bardhi, Cass Business School, City University London, UK*
Giana M. Eckhardt, Royal Holloway University, UK*
We introduce the construct of liquid consumption, which has four characteristics: (1) no singularization of
consumption objects; (2) situational value; (3) use value dominates; and (4), an increased
dematerialization. A liquid view of consumption has implications for our understanding of materiality,
social distinction, the nature of relationships, and ethical consumption.
2.3 Advances in Mobile Consumer Behavior: Effects on
Content Generation, Social Persuasion, Mobile
Targeting and Shopping Behavior
Room: Salon 6
Co-chairs: Shiri Melumad, Columbia University, USA
1. The Distinct Psychology of Smartphone Use: Smartphone-Generated Content as Emotional
Expression
Shiri Melumad, Columbia University, USA*
J. Jeffrey Inman, University of Pittsburgh, USA
Michel T. Pham, Columbia University, USA
We investigate the impact of smartphone usage on user-generated content. We find that smartphonegenerated content contains more emotional language (vs. PC), which is driven by the physical experience
of using the device. Further, regardless of originating device knowledge, consumers react more favorably
to smartphone-generated content because of its heightened emotionality.
2. In Mobile We Trust: How Mobile Reviews Can Overcome Consumer Distrust of User-Generated
Reviews
Andrew T. Stephen, Oxford University, UK*
Lauren Grewal, University of Pittsburgh, USA
With sites like TripAdvisor labeling reviews from mobile devices, we examine mobile’s impact on
consumers’ perceptions of the review and purchase intentions. We have evidence that positive mobile
reviews lead to higher perceived accuracy and purchase intentions through perceived effort in the review,
trust in the reviewer, and general skepticism.
3. Social and Location Effects in Mobile Advertising
Peter Pal Zubcsek, University of Florida, USA*
Zsolt Katona, University of California Berkeley, USA
Miklos Sarvary, Columbia University, USA
We construct an evolving “co-location network” to link mobile consumers’ location history to their
preferences. Estimating our model on data from a mobile advertising pilot, we find that consumers who
have visited the same geographic areas respond similarly to subsequently received retailer m-coupons. We
discuss implications for consumer research.
4. Smart Phones, Bad Calls? In-Store Mobile Technology Use and Consumer Purchase Behavior
Michael R. Sciandra, Fairfield University, USA*
J. Jeffrey Inman, University of Pittsburgh, USA
We investigate in-store mobile technology use and its impact on purchase behavior. We show that
intensity and duration of device use negatively impacts display recall and shopping accuracy. In field
studies we demonstrate that mobile use is associated with the purchase of more unplanned items and
omitting more planned items.
2.4 How People Talk about Products in Word of Mouth
Room: Salon 7
Co-chairs: Grant Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
1. Following the Blind: How Expertise and Endorsement Style Impact Word of Mouth Persuasion
Grant Packard, Wilfrid Laurier University, Canada*
Jonah Berger, University of Pennsylvania, USA
Five studies demonstrate that because novices are less aware of preference heterogeneity, they tend to use
more persuasive, explicit language than experts when endorsing products online (i.e. “I recommend it”).
Because novices are more likely to recommend inferior products, word of mouth information leads
recipients to make sub-optimal choices.
2. When and Why Paid Reviews are Bad Investments: The Impact of Monetary Incentives on Reviewer
Certainty
Christiline du Plessis, Erasmus University Rotterdam, The Netherlands*
David Dubois, INSEAD, France
Three experiments demonstrate that compared to monetary incentives (judged significant) or no
incentives, small monetary incentives decrease review writers’ feelings of legitimacy, which results in
greater expressed uncertainty in the reviews. In turn, this shift in content decreases recipients’ perception
of the products reviewed and negatively affects their purchase intentions.
3. Write and Write Alike: How Personality Affects the Value of Word of Mouth
Zahra Tohidinia, University of Connecticut, USA*
Nicholas Lurie, University of Connecticut, USA
A series of studies show that writer personality, as revealed through language use, is an important
determinant of the value of word of mouth. Greater levels of extraversion, conscientiousness, and
neuroticism enhance review value while agreeableness decreases value. Greater similarity between writer
and reader language also enhances value.
4. Transmitting Well-Reasoned Word of Mouth Impairs Memory for Product Experiences
Zoey Chen, University of Miami, USA*
Ann Schlosser, University of Washington, USA
We propose that writing reviews can impair reviewers’ product memories. Across five studies, we find
that writing reviews— especially logical- rather than imagery-based reviews— can cause memory errors.
This is because attempts to write a logical review involves a search for well-reasoned arguments rather
than rehearsing the original product experience.
2.5 Illusions of Preference Construction
Room: Salon 9
Chair: Aner Sela, University of Florida, USA
1. Liking Goes with Liking: An Intuitive Measure of Preferences at a Flip of a Coin
Coby Morvinski, University of California San Diego, USA*
On Amir, University of California San Diego, USA
In five experiments, we find that people intuitively relate preferred products to prominent labels, through
a process of evaluative judgment. We suggest a fluency driven congruity between two positively judged
ends, and demonstrate an important implication in which using the prominence-preference congruence
helps de-bias the Compromise Effect.
2. The Feeling of Preference
Aner Sela, University of Florida, USA*
Itamar Simonson, Stanford University, USA
We show preference construction is influenced by a transient “feeling of preference,” the perception that
one has or should be able to form a preference in a given domain. Four studies demonstrate the feeling of
preference can be situationally triggered and is independent of preference retrieval, motivation, and
preference certainty.
3. Complicating Decisions: The Effort-Outcome Link and the Construction of Effortful Decision
Processes
Rom Schrift, University of Pennsylvania, USA*
Ran Kivetz, Columbia University, USA
Oded Netzer, Columbia University, USA
This paper demonstrates that individuals who strongly link effort with positive outcomes complicate what
should be easy decisions. Other than spending more time on the decision and conducting superfluous
search for information, individuals also complicate by distorting their preferences and the information
they recall or receive about the alternatives.
4. Evolving Front-Runners: Choice under Gradual Construction
Wendy Liu, University of California San Diego, USA*
Itamar Simonson, Stanford University, USA
We examine a choice process called Evolving Front-runners (EF), in which preference is built gradually
by comparing each next option to the best-so-far. Our analysis shows preference instability and preference
affirmation play key – and opposing – roles in determining option selection. We discuss implications for
preference construction in large choice sets.
2.6 Forming, Maintaining, and Signaling Relationships
Room: Salon 10
Chair: Andrew W. Perkins, Washington State University, USA
1. Shared Brand Consumption and Relational Brand Connections
Selcan Kara, University of Connecticut, USA*
Anna J. Vredeveld, University of Connecticut, USA*
This research examines how married consumers form relational brand connection. Findings contribute to
extant work on brand connections by showcasing how shared brand consumption and marital satisfaction
influence the nature of the consumer’s connection to the brand and the perceived importance of the brand
to the marital relationship.
2. Can Beloved Brands Reduce Pain?
Martin Reimann, University of Arizona, Eller College of Management, USA*
Sandra Nuñez, Tecnológico de Monterrey, EGADE Business School, Mexico*
Raquel Castaño, Tecnológico de Monterrey, EGADE Business School, Mexico
We explored whether consumer-brand relationships can reduce one’s pain experience, similarly to prior
research on interpersonal relationships. Four experiments show that consumers who were confronted with
their loved brands tolerate physical and psychological pain more compared to participants viewing brands
they hate, unbranded positive, negative, or distracting stimuli, or control.
3. Tie Signaling
Daniel He, Columbia University, USA*
Ran Kivetz, Columbia University, USA
In this research, we investigate how people signal information about their ties as opposed to information
about the self. In particular, we examine how strong ties cultivate their relationships by exchanging
potentially socially costly content when an audience is present.
4. The Embodied Simulation of Verticality
Massimiliano Ostinelli, University of Wisconsin - Milwaukee, USA*
David Luna, Baruch College, USA
Torsten Ringberg, Copenhagen School of Business
The existing literature suggests that metaphorical effects are mediated by semantic priming and embodied
simulation is not necessary for these effects to occur. We qualify this prediction by showing that
embodied simulation is necessary for dynamic metaphorical effects (i.e., moving down) and activates
regulatory goals that increase preferences for status consumption.
2.7 Products as People: Anthropomorphism in
Consumer Behavior
Room: Salon 12
Chair: Iris Hung, National University of Singapore, Singapore
1. Knowledge About a Product’s Creator and Its Effect on Product Anthropomorphism
Pankaj Aggarwal, University of Toronto, Canada*
Valerie Folkes, University of Southern California, USA
This research proposes a novel antecedent of product anthropomorphism: the association of the product
with its human creator, which results in the transfer of the creator’s essence to the product. The effect
occurs when the creator is person rather than a company and when the creator has fundamentally human
traits.
2. Consumer Subjectivity and the Anthropomorphization of Advertising Trade-Characters
Kimberly Sugden, University of Oxford, UK*
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Catherine Dolan, SOAS, University of London, UK
We contribute an understanding of anthropomorphization as a subjective attribution consumers make as a
result of their lived experiences with advertising trade-characters. Our findings from 57 depth interviews
extend anthropomorphism theory by discovering both agentic and passive anthropomorphism variation
across overarching tropes: relatable self-identification, managing offense, and social connections.
3. To Wink or Not to Wink? The Role of Anthropomorphism, Power, and Gender Stereotypes in
Luxury Branding
Marina Puzakova, Lehigh University, U.S.A.*
Pankaj Aggarwal, University of Toronto, Canada
Anthropomorphizing luxury brands can produce lower perceptions of brand sophistication. This is
because cues of interpersonal closeness brought by brand anthropomorphization are contradictory to the
signals of status, but only for consumers who are particularly concerned with the status signaling. The
effects of gender and perceived power are also highlighted.
4. The Effect of Anthropomorphism on Consumer Preference
Echo Wen Wan, University of Hong Kong*
Rocky Peng Chen, University of Hong Kong
Liyin Jin, Fudan University, China
The current research proposes that anthropomorphism—attributing humanlike characteristics to
nonhuman agents—increases consumer preference for physically superior products. This effect occurs
because consumers perceive anthropomorphized products similar to person perception which often relies
on physical cues.
2.8 Expectancy and Placebo Effects of Marketing
Actions
Room: Salon 13
Chair: Yann Cornil, University of British Columbia, Canada
1. How Counterfeiting Contaminates the Efficacy of Authentic Products
Moty Amar, Ono College, Israel*
Haiyang Yang, Johns Hopkins University, USA
Ziv Carmon, INSEAD, Singapore
Dan Ariely, Duke University, USA
We show that counterfeiting can dampen efficacy of authentic products, because counterfeits trigger
moral disgust towards the victimized brands. We demonstrate this effect and the proposed mechanism
across a wide variety of product categories in the field in the lab and in field.
2. Expectancy Effects of Alcohol-Energy Drink Cocktail Labeling on Subjective Intoxication, RiskTaking, and Sexual Self-Confidence and Aggressiveness
Yann Cornil, University of British Columbia, Canada*
Pierre Chandon, INSEAD, France
Aradhna Krishna, University of Michigan, USA
We show that labeling a cocktail as “vodka-Red Bull” (rather than “vodka” or “exotic fruits”) influences
risk-taking, sexual aggressiveness and propensity to drive. These effects are mediated by perceived
intoxication and conditional upon consumers’ beliefs and experience about alcohol and energy drinks.
3. The Taste of a Bad Deal: The Effect of Transactional Utility on Experiential Utility
Jayson Shia, University of Hong Kong*
Taly Reich, Yale University, USA
Baba Shiv, Stanford University, USA
Can how you pay for a product change experiential factors like how that product tastes? We show that for
products ranging from chocolate to music videos, transactional utility (independent of price or quality
signals) can interact with and change consumers’ experiential utility through a reference dependent
mechanism.
4. Individual Differences in Marketing Placebo Effects: Evidence from Brain Imaging and Behavioral
Experiments
Hilke Plassmann, INSEAD, France*
Bernd Weber, University of Bonn, Germany
We used a novel automated structural brain imaging approach to determine individual differences of
Marketing-Placebo-Effects (MPE) and combined this approach with behavioral experiments. We found
that consumers high in reward-seeking, high in need for cognition, and low in somatosensory awareness
are more responsive to MPE.
2.9 Doing Good and Being Good: How Consumers
Evaluate Company Ethics and Companies Can Make
Consumers Ethical
Room: Salon 15
Chair: Kimberlee Weaver, Virginia Tech, USA
1. Ethical Brand Perception Formation When Information is Inconsistent - An Impression Formation
Perspective
Katja H. Brunk, European University Viadrina, Frankfurt (Oder), Germany*
Cara DeBoer, ESMT European School of Management and Technology, Berlin, Germany
This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and
experimentally explores how consumers form moral impressions of brands when confronted with
inconsistent information. Findings suggest that impression formation processes differ depending on
whether consumers are explicitly requested to evaluate brand ethics or not.
2. Cause-Related Marketing Campaigns: Mutually Beneficial or Risky for Charities?
Marijke C. Leliveld, University of Groningen, The Netherlands*
Jan-Willem Bolderdijk, University of Groningen, The Netherlands
Rowan Blinde-Leerentveld, University of Groningen, The Netherlands
Cause-related marketing campaigns are meant to be mutually beneficial: charities generate additional
revenues, while commercial parties can signal ethical concern. Three studies, however, suggest that
employment of commercial tactics by charities are deemed as inappropriate by consumers. Who initiates
the campaign therefore strongly influences its evaluation.
3. Does Sparing the Rod Spoil the Child? How Praising, Scolding, and Assertive Tone can Encourage
Pro-Social Behavior
Ann Kronrod, Michigan State University, USA*
Amir Grinstein, Northeastern University, USA
To encourage pro-social behavior marketers sometimes praise (Good job!) and sometimes scold (We’re
not there yet) consumers. Two field and two lab experiments demonstrate that assertive praising and nonassertive scolding are the most influential on pro-social behavior. This effect is mediated by guilt (for
scolding) and optimism (for praising).
2.10 Time, Money, and Motivation: The Interplay
between Goals and Personal Resources
Room: Salon 16
Chair: Jordan Etkin, Duke University, USA
1. Pressed for Time? Goal Conflict Shapes How Time is Seen, Spent, and Valued
Jordan Etkin, Duke University, USA*
Ioannis Evangelidis, Bocconi University, Italy
Jennifer Aaker, Stanford University, USA
People often feel pressed for time, but why? This research provides a novel answer to this question:
subjective perceptions of goal conflict. Beyond the number of goals, perceived conflict between goals both related and unrelated to demands on time - makes consumers feel that they have less time.
2. Impatient to Achieve or Impatient to Receive: How the Goal Gradient Effect Underlies Time
Discounting
Oleg Urminsky, University of Chicago, USA*
Indranil Goswami, University of Chicago, USA
Prior research has often confounded goal-gradient and time discounting. We separate the timing of goal
completion and reward receipt, observing separate and disassociated large goal-gradient and small time
discounting effects. Goal-gradient effects provide a partial, but substantial, explanation of time
discounting and, consequently, can inflate estimated discount rates.
3. How Budgeting Helps Consumers Achieve Financial Goals
Christina Kan, University of Colorado, USA*
John Lynch, University of Colorado, USA
Philip Fernbach, University of Colorado, USA
Budgeting is a commonly recommended way to help people manage financial constraints. But how and
why does it help? Budgeting consists of both setting a budget and tracking that budget. Budget setting
increases the clarity of one’s financial goals. Budget tracking increases pain of paying.
4. Resource Slack: A Theory of Perceived Supply and Demand
John Lynch, University of Colorado, USA*
Stephen Spiller, University of California Los Angeles, USA
Gal Zauberman, University of Pennsylvania, USA
We present a general theory of “resource slack,” the degree to which perceived supply of a resource
exceeds or falls short of perceived demand. We show how psychological processes that determine
perceived slack can explain many phenomena in intertemporal choice and connect decision-making
phenomena not previously seen as related.
2.11 Understanding and Overcoming Financial
Challenges: Process Insights, Pitfalls, and
Recommendations
Room: Salon 18
Co-chairs: Rachel Meng, Columbia University, USA
Eesha Sharma, Dartmouth College, USA
1. Poverty as Helplessness: How Loss of Control Affects Impulsivity and Risk-Taking
Ayelet Gneezy, University of California San Diego, USA*
Alex Imas, Carnegie Mellon University, USA
Poverty is often associated with displays of aberrant preferences such as increased impulsivity and
pronounced risk-seeking. Using a combination of lab and field experiments, we demonstrate that feelings
of helplessness generated by being in a state of poverty shift preferences towards more impulsive and riskseeking choices.
2. Thinking About Financial Deprivation: Rumination and Decision Making Among the Poor
Gita Johar, Columbia University, USA
Rachel Meng, Columbia University, USA
Keith Wilcox, Columbia University, USA*
We examine the role of rumination on decision making among the financially poor. Results from two
studies suggest that lower-income individuals tend to ruminate more on their financial concerns. Such
rumination leads to increased impulsivity and impaired cognitive performance among the poor compared
to the well-off.
3. An Urgency Effect in Responses to Future Rate Increases
Shirley Zhang, University of Chicago, USA*
Christopher Hsee, University of Chicago, USA
Abigail B. Sussman, University of Chicago, USA
We investigate people’s willingness to repay their debt when the interest rate changes. We found that
people decide to repay their debt faster when they know the interest rate will increase in the future than
when they know the rate is already at a high level.
2.12 Access in Transition: Understanding Evolving
Marketplace Access for Stigmatized Consumers
Room: Salon 19 & 22
Co-chairs: Sunaina Velagaleti, University of Wisconsin - Madison, USA
Amber Epp, University of Wisconsin - Madison, USA
1. Pursuing Marriage Equality in the Marketplace: Stigmatized Consumers’ Responses to Mainstream
Marketplace Access
Sunaina Velagaleti, University of Wisconsin - Madison, USA*
Amber Epp, University of Wisconsin - Madison, USA
We explore how stigmatized consumers respond to greater mainstream marketplace access. Within the
context of same-sex couples’ pursuit of marriage, this ethnographic investigation reveals the diversity in
responses to newfound access. It further examines how heterogeneity within stigmatized groups may
generate unique positional (dis)advantages that contribute to this variation.
2. Problem or Opportunity: Marketplace Access and Legitimacy for the Multiracial Consumer
Robert Harrison, Western Michigan University, USA
Kevin Thomas, University of Texas at Austin, USA
Samantha Cross, Iowa State University, USA*
While multiracial individuals have made significant strides in attaining regulative legitimacy, they
continue to struggle to gain normative and cultural-cognitive legitimacy in the marketplace and society.
This paper explores the experiences of multiracial consumers, examining how multiracial consumers learn
and, by their very presence, define marketplace and societal expectations.
3. Marginalization, Resistance, and Stealth Shopping: Subalternity in the Gendered Marketplace
Elizabeth Crosby, University of Wisconsin - La Crosse, USA*
Kim McKeage, Hamline University, USA
Terri Rittenburg, University of Wyoming, USA
Within the dominant social discourse, individuals are expected to conform to the gender norms that are
associated with their biological sex. People that violate this norm experience marginalization in many
aspects of their lives, including the marketplace. In this research, we explore transgender consumers’
experiences with marginalization in the market.
4. Ban the Word Feminist? Control and Subversion of Stigma in Social Movements and Consumer
Culture
Catherine Coleman, Texas Christian University, USA*
Linda Tuncay Zayer, Loyola University Chicago, USA*
Stigmas of feminists have long been used as methods to control discourses and undermine social
movements. This study examines and compares two online conversations evoking various tenets of
feminism, one a socio-political event and the other a brand-related conversation to examine access to and
legitimization of feminist discourses.
2.13 ROUNDTABLE: Advancing Connections between
Consumption and the Elderly: Consumer Research
Issues, Opportunities and Challenges
Room: Salon 3
Co-chairs: Lisa Peñaloza, KEDGE Business School, France
Aimee Drolet Rossi, University of California, Los Angeles, USA
Participants:
Carolyn Yoon, University of Michigan,
USA
Raphaelle Lambert-Pandraud, ESCP, France
Catherine A. Cole, University of Iowa, USA
Margaret Hogg, University of Lancaster,
UK
Raquel Castaño, EGADE Business School,
Tecnológico de Monterrey, México
Michelle Barnhart, Oregon State University,
USA
Gilles Laurent, INSEEC Business School,
France
Meryl Gardner, University of Delaware,
USA
Mary Gilly, University of California Irvine,
USA
Nancy Ridgway, University of Richmond,
USA
Jing (Alice) Wang, University of Iowa, USA
Jerome Williams, Rutgers University, USA
Shona Bettany, University of Westminister
Dianne Dean, University of Hull, UK
Robin Canniford, University of Melbourne,
Australia
Carol Kelleher, University College Cork,
Ireland
Anu Helkkula, Hanken School of
Economics, Finland
Hope Jensen Schau, University of Arizona,
USA
Older people, those aged 65 and more, are the most rapidly growing demographic in many countries
across the globe. The purpose of this roundtable is to identify, explore and debate opportunities and
challenges regarding consumption and the elderly and to co-create an agenda for future research in these
areas.
Coffee Break
11:00 AM - 11:15 AM
Chemin Royale
Presidential Address and Champagne Toast
11:15 AM - 12:00 PM
Napoleon Ballroom
Come, toast, learn from, and listen to ACR President Amna Kirmani.
Sponsored by the Marketing Department, Smith School of Business, University of Maryland
ACR Business Meeting and Lunch
12:00 PM - 1:15 PM
Grand Ballroom (A-C)
Session 3
1:15 PM – 2:35 PM
Paper 1: 1:15 PM – 1:35 PM
Paper 2: 1:35 PM – 1:55 PM
Paper 3: 1:55 PM – 2:15 PM
Paper 4: 2:15 PM – 2:35 PM
3.1 ACR Distinguished Service Award Session: Donald
Lehmann
Room: Salon 21 & 24
Chair: John Deighton, Harvard University, USA
Presenters:
Donald Lehmann, Columbia University, USA
Barbara Kahn, University of Pennsylvania, USA
John Lynch, University of Colorado, USA
Andrew T. Stephen, Oxford University, UK
This session is in honor of Don Lehmann who is the recipient of the Distinguished Service Award of the
Association for Consumer Research. The award “recognizes the dedication and the devotion of a member
who has served the organization with energy and generosity beyond the call of duty. This award expresses
our highest gratitude to one who has helped its members in ways that have built a stronger community of
scientists and scholars in consumer research.” In this session, John Deighton will first introduce Don
Lehmann. Don will then talk about his perspective on the role of service in academia. This will be
followed by presentations by Barbara Kahn, John Lynch, and Andrew Stephen, who will offer their own
perspectives on the role of service.
3.2 Antecedents and Consequences of Psychological
Ownership
Room: Salon 4
Chair: Jaeyeon Chung, Columbia Business School, USA
1. From Tragedy to Benefit of the Commons: Increasing Shared Psychological Ownership
Joann Peck, University of Wisconsin - Madison, USA*
Suzanne Shu, University of California Los Angeles, USA
Whenever resources are shared, there is a risk that individuals will fail to preserve those resources (the
tragedy of the commons). In two correlational studies and one field study, we examine the antecedents of
psychological ownership. Results indicate that a subtle manipulation increases ownership and behavior
that preserves shared resources.
2. Products as Self-Evaluation Standards
Liad Weiss, University of Wisconsin - Madison, USA*
Gita Johar, Columbia University, USA
We propose that people judge their traits relative to standards set by products, in assimilation or contrast
to product traits, as determined by product ownership. For instance, subjects felt shorter when assigned to
own short (versus tall) looking mug, but felt taller when assigned not to own the same mug.
3. The Consequences of Product Ownership: Performance Handicap in a Product-Unrelated Task
Jaeyeon Chung, Columbia University, USA*
Gita Johar, Columbia University, USA
When consumers experience psychological ownership to a product, they perceive traits of the product as
an integral part of their self-concept. The biased self-representation in assimilation to the product traits
impairs consumers’ ability to perform tasks that are product-irrelevant; but not if they perceive the tasks to
be product-relevant.
4. Words Speak Louder: Conforming to Words More Than Consumption
Yanping Tu, University of Florida, USA*
Ayelet Fishbach, University of Chicago, USA
Others’ consumption choices convey two types of information to consumers: stated preference (others like
it) and consumption/ownership (others already consumed/owned it). In six studies, we show that words
speak louder than action—consumers conform more to other’s preferences than consumption. Mentally
sharing other’s consumption underlies this effect.
3.3 It Takes Two – Novel Examinations of Social
Influence Within Dyads
Room: Salon 6
Chair: Freeman Wu, Arizona State University, USA
1. The Impact of Employee Appearance on Consumer Responses to Flattery
Freeman Wu, Arizona State University, USA*
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
We investigate the influence of employee appearance on consumer reactions to appearance-related
compliments. Three studies show that consumers respond more negatively to flattery when the flatterer is
attractive, and that this effect is especially pronounced among consumers high in susceptibility to
normative influence.
2. Power to the People: Consumer Influence Tactics in a Retail Setting
Raymond Lavoie, University of Manitoba, Canada*
Kelley Main, University of Manitoba, Canada
Wenxia Guo, Acadia University
Consumer influence tactics impact perceptions and dictate reciprocation behavior from the service agent.
Specifically, tips lead to an economic exchange focus, while compliments lead to a communal sharing
focus. Social connectedness, which is decreased by tips and increased by compliments, mediates all
outcomes including food served, motivation and enjoyment.
3. Meeting in the Middle: Social Influence Effects on the Compromise Effect
Hristina Nikolova, Boston College, USA*
Cait Lamberton, University of Pittsburgh, USA
We examine the compromise effect in joint dyadic decisions. Results show that the compromise effect
emerges in decisions made by male-female and female-female dyads but not in those of male-male dyads.
Preliminary evidence suggests that men’s belief that compromising is non-normative for males underlies
this effect.
4. How Do I Love Thee (And Who Should I Tell?) – The Implications of Emotional Suppression Due to
Audience Size
Virginia Weber, University of Alberta, Canada*
Sarah Moore, University of Alberta, Canada
Rihannon MacDonnell, City University London
Jennifer J. Argo, University of Alberta, Canada
We find that individuals who share their emotions with a large audience to whom they are not especially
close regulate their emotions via suppression, with negative consequences. Three studies show that
couples who share their emotions with larger numbers of wedding guests have negative marital outcomes.
3.4 Inferential Perspectives in Online Word of Mouth:
How Senders and Receivers Infer from Subtle Cues
Room: Salon 7
Chair: Soyoung Kim, University of Alberta, Canada
1. “Don’t Buy” or “Do Not Buy”? Negation Style and Product Evaluations
Soyoung Kim, University of Alberta, Canada*
Sarah Moore, University of Alberta, Canada
Kyle Murray, University of Alberta, Canada
We investigate how negation style—that is, contracted (“isn’t”) versus full negations (“is not”)—in online
reviews influences product evaluations. When reviews contain contracted negations, consumers evaluate
the target product more positively than when reviews contain full negations. This effect is driven by
consumers’ perceptions of reviewers’ warmth and knowledge.
2. Proximate Emotion and Distant Reason: Temporal Inference in Word-of-Mouth
Linda Hagen, University of Michigan, USA*
Ed O’Brien, University of Chicago, USA
Five field and laboratory studies reveal that word-of-mouth opinions (in online reviews) are significantly
less persuasive when shared at “proximate” (soon after) versus “distant” (long after) points of purchase.
This occurs because proximate reviewers are assumed to be emotional/ irrational, discrediting otherwise
identical content shared by distant reviewers.
3. Positively Useless: Irrelevant Negative Information Enhances Positive Impressions
Meyrav Shoham, Technion, Israel*
Sarit Moldovan, Technion, Israel
Yael Steinhart, Tel Aviv University, Israel
In a series of studies we demonstrate that irrelevant information (unhelpful user reviews) can enhance
product evaluations and satisfaction—if framed negatively. When unhelpful negative reviews appear
alongside positive ones, consumers infer that there is nothing negative to say about the product, which
boosts the impact of the positive reviews.
4. Does Sharing Lead to Sharing? Evidence from Free Product Settings
Samuel Bond, Georgia Institute of Technology, USA
Stephen He, Manhattan College, USA*
Wen Wen, University of Texas at Austin, USA
By using a natural experiment involving a real-world online review platform, we identify drivers of
consumer WOM in free product settings. Contrary to typical predictions based on ‘herding’ motivation,
we find robust evidence that individuals become more willing to share their opinions as the quantity of
existing opinions becomes smaller.
3.5 A Little Goes a Long Way: How and When Distinct
Pieces Matter
Room: Salon 9
Chair: Rita Coelho do Vale, Catolica Lisbon- School of Business and Economics, Portugal
1. The “Lock-in” Effect of Multiple Payments on Defection Decisions over Time
Danit Ein-Gar, Tel Aviv University, Israel*
Irit Nitzan, Tel-Aviv University, Recanati Business School, Israel
In three experiments and a field survey we show that when customers of an on-going service are engaged
in multiple-payments program for a supplementary product, they perceive these payments as switching
costs, which fade over time, and increase defection intentions. This psychological lock-in experience is
demonstrated beyond actual financial constraints.
2. The Intensification Effect: Increasing Perceived Repetition Reduces Adaptation When Attending 5o
Distinguishing Aspects
Nükhet Agar, Koc University, Turkey*
Baler Bilgin, Koc University, Turkey
We clarify the role of perceived repetition in hedonic adaptation, by demonstrating that enhancing
perceived repetition intensifies consumers' reactions to the aspects they attend to. Four lab experiments
show that increasing perceived repetition increases (vs. reduces) adaptation when consumers attend to the
non-distinguishing (vs. distinguishing) aspects of their experiences.
3. Correspondent Inferences and Consumer Decision Making
Irene Scopelliti, City University of London, UK*
Carey Morewedge, Boston University, USA
Lauren Min, University of Colorado, USA
Erin McCormick, Carnegie Mellon University, USA
Karim Kassam, Carnegie Mellon University, USA
We measure individual differences in the tendency to make correspondent inference, i.e., to infer stable
dispositions from the behavior of others, and show their impact on blame and guilt attributions,
performance evaluations, and investment decisions. Higher accessibility of situational information helps
debiasing correspondent inferences.
4. Two Different Views on the World Around Us: The World of Uniformity versus Diversity
Jaehwan Kwon, Baylor University, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
We propose that entity theorists are likely to expect a world of “uniformity.” As such, they easily infer a
population statistic from a small sample with confidence. In contrast, incremental theorists are likely to
presume a world of “diversity:” they “hesitate” to infer a population statistic from a small sample.
3.6 Strange Signals: Conspicuous, Status, and Celebrity
Consumption
Room: Salon 10
Chair: Carolyn Costley, University of Waikato, New Zealand
1. Dishonest Conspicuous Consumption Leads to Social Costs Imposed by Social Equals
Samuel Franssens, Katholieke University Leuven, Belgium*
Siegfried Dewitte, Katholieke University Leuven, Belgium
Three experiments show that dishonest conspicuous consumption – signalling more status than one truly
has – leads to lower regard by others. Regard is lowest when the dishonest conspicuous consumer can
surpass participants on the social ladder, suggesting the lower regard can be understood as a reaction to
protect one's own status.
2. The Art of Brand Name-Dropping: A Dual Attribution Model of Conspicuous Consumption
Christopher Cannon, Northwestern University, USA*
Derek Rucker, Northwestern University, USA
The present research proposes a dual attribution model of conspicuous consumption. Name-dropping
expensive luxury brands increases perception of status, but decreases likeability. Social outcomes depend
on which of these signals observers use in their decision-making. However, these attributions are reversed
when the brand name-dropper is perceived as aspirational.
3. Compensatory Contagion: Social Identity Threat and Celebrity Contagion
Sean T. Hingston, Schulich School of Business, York University, Canada
Justin McManus, Schulich School of Business, York University, Canada*
This research examines a novel way in which consumers respond to social identity threat. Drawing on
fluid compensation theory, we show that people exhibit a preference for objects previously owned by
celebrities who are unrelated to a threatened social identity and that this relationship is driven by
contagion.
4. When Dress Does Not Impress: The Negative Effects of Using Luxury Goods
Lily Lin, California State University Los Angeles, USA*
Karl Aquino, University of British Columbia, Canada
Contrary to the belief that luxury goods can improve one’s social attractiveness, we find that people’s
(mis)usage of luxury goods can result in less positive impressions for the luxury user. The luxury user’s
life goal (communion vs. agentic) is also identified as a mechanism that underlies these impressions.
3.7 Shiny Pretty Things: Visual Effects, Entertainment
and Consumer Preference
Room: Salon 12
Chair: Eric Greenleaf, New York University, USA
1. Regain Attention with Brightness: Effects of Jealousy on Preferences for Brightly Colored Products
Xun (Irene) Huang, Sun Yat-sen University, China*
Ping Dong, University of Toronto, Canada*
Robert S. Wyer, The Chinese University of Hong Kong, China
Three studies showed that jealousy can induce a desire to gain attention from one’s partner, which
activates a “competition for attention” mindset that influences behaviors in unrelated consumption
situation. This effect only occurs when consumers have the opportunity to own the products rather than
simply viewing them.
2. The Visual Minority Effect on Children's Choice and Consumption
Michal Maimaran, Northwestern University, USA*
Yuval Salant, Northwestern University, USA
Young children choose the minority option (the option that appears fewest times in the choice-set) in food
and non-food choice tasks when options are visually different. Adults do not show this tendency. Children
also favor grapes over crackers when the grapes become the minority option.
3. Aesthetic Forecasting: Buying Beauty for the Long Run
Eva Buechel, University of South Carolina, USA*
Claudia Townsend, University of Miami, USA
Jane Park, University of South Carolina, USA
We identify a systematic error in consumer preference for aesthetics. When choosing for long-term use
versus short-term use, consumers opt for simpler designs (less intense color and pattern). This preference
is driven by misguided predictions of faster satiation (greater decrease in liking) for intense design
elements over time.
4. Now I’m Curious! Boosting Innovation Adoption Through Gamified Information Release
Jessica Müller-Stewens, University of St. Gallen, Switzerland*
Tobias Schlager, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Andreas Herrmann, University of St. Gallen, Switzerland
Evidence from four experiments shows that construing the presentation of information about product
innovations in part as a game that consumers must complete successfully increases innovation adoption
relative to the unrestricted presentation of the same information. This effect is sequentially mediated by
the state of playfulness via an increased curiosity.
3.8 Hedonic Judgments: Body, Heart, and Mind
Room: Salon 13
Chair: Caleb Warren, Texas A&M University, USA
1. Fertility and Women’s Desire for Luxury Products
Aekyoung Kim, Rutgers University*
Kristina Durante, Rutgers University
Vladas Griskevicius, University of Minnesota
What factors influence women’s desire for luxury goods? Drawing the ovulatory competition hypothesis,
we examined whether women’s desire for luxury products is linked to fluctuations in the hormones that
regulate fertility. Fertility had positive effects on women’s luxury spending and materialism. Additional
studies showed a specific boundary condition for this effect.
2. The Intensification Effect of Quantity Specificity on Consumption Experience over Time
Claire Tsai, University of Toronto, Canada*
Min Zhao, University of Toronto, Canada
We propose and demonstrate that specifying consumption quantity interferes with the process of hedonic
adaptation by increasing attention to the consumption event as the event comes to an end. The heightened
attention in turn intensifies the experience toward the end. Consequently, quantity specificity enhances
positive experiences and worsens negative ones.
4. Pleasure as an Ally of Healthy Eating? Contrasting Visceral and Epicurean Eating Pleasure and
their Association with Portion Size Preferences and Wellbeing
Yann Cornil, University of British Columbia, Canada*
Pierre Chandon, INSEAD, France
We develop and test a scale measuring Epicurean eating pleasure tendencies and show that, unlike
traditional conceptualizations of eating pleasure, they are associated with eating moderation and higher
well-being. We argue that ‘moralizing’ about food pleasure should give way to a more holistic, positive
role for pleasure.
4. Smiles Lead to More Smiles Unless They Lead to Tears: A Meta-Analytic Integration of Affect
Effects
Nancy Puccinelli, Oxford University, UK*
Dhruv Grewal, Babson College, USA
Scott Motyka, Keck Graduate Institute, USA
Susan Andrzejewski, California State University Channel Islands, USA
Tamar Avnet, Yeshiva University
Moderators can not only strengthen the influence of affect but also reverse it -leading positive affect to
result in a negative consumer response. This meta-analysis reconciles mixed findings in the literature with
a comprehensive model to provide a more nuanced understanding the nature of these effects.
3.9 When Firms Behave Badly (and How Consumers
Respond)
Room: Salon 15
Chair: Lisa Abendroth, University of St. Thomas, USA
1. The Effect of Power Distance Belief and Status Demotion in Hierarchical Loyalty Programs
Huachao Gao, University of Texas at San Antonio, USA*
Yinlong Zhang, University of Texas at San Antonio, USA
This research investigates the role of cultural orientation in affecting loyalty intention towards loyalty
programs after status demotion. Based on social identity theory, we found that consumers with high (vs.
low) power distance belief experience more social identity threat after status demotion, which in turn
causes extremely low loyalty intention.
2. Divine Intervention: How Illusory Causal Perception Reduces Consumer Punishment After Bad
Things Happen to Bad Firms
Jae-Eun Namkoong, University of Nevada Reno, USA*
Jerry (Jisang) Han, University of Texas at Austin, USA
Andrew Gershoff, University of Texas at Austin, USA
Consumers’ desire to punish a transgressor firm can decrease if the firm had also suffered an unrelated
loss. Experiments demonstrate that, for individuals with accessible religious beliefs, arbitrary similarities
between the transgression and loss trigger causal perception that the loss was a punishment, lowering their
desire to harm the firm.
3. A New Strategy for Repairing Consumer Trust: Targeting Negative Emotions
Benjamin Neuwirth, Northwestern University, USA
Ulf Bockenholt, Northwestern University, USA*
Companies sometimes violate the trust of consumers, and those trust violations can cause consumers to
experience strong negative emotions. In this research we examine the different types of negative emotions
that trust violations by companies can cause, and whether acting to reduce those negative emotions allows
trust to be repaired.
4. Follow Your Curiosity, You Won’t Regret It: How Disconfirmed Expectations Will Not Always
Result in Dissatisfaction
Liesbet Van den Driessche, Ghent University, Belgium*
Iris Vermeir, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
The present paper shows that higher curiosity levels are related with higher expectations regarding the
product and more negative disconfirmation between expectations and performance of the product.
However, satisfying curiosity leads to pleasure so that this negative disconfirmation does not lead to
dissatisfaction or regret after product trial.
3.10 What Drives Us: Money, Identity, and Goals
Room: Salon 16
Chair: Gülen Sarial-Abi, Bocconi University, Italy
1. Abstract Goal and External Reference-Point Interaction in Food Decision Making
Jutta Schuch, University of Goettingen, Germany
Steffen Jahn, University of Goettingen, Germany
Yasemin Boztug, University of Goettingen, Germany*
Predictions made by goal theories or reference-dependent preference theory do not always align. This
research addresses the question whether the disclosure of reference information has the same consequence
for consumers with different consumption goals. A choice-based conjoint experiment in the food domain
serves to test our propositions.
2. The Influence of a Maximizing versus Satisficing Orientation on the Evaluation of Desirability and
Feasibility Attributes
Meng-Hua Hsieh, Pennsylvania State University-Harrisburg, USA*
Richard Yalch, University of Washington, USA
Edwin Love, Western Washington University, USA
Maximizers tend to seek the best choice, whereas satisficers are satisfied with a good enough choice. This
research examines whether maximizers and satisficers prefer products highest in desirability or feasibility
when there is a trade-off between feasibility and desirability attributes.
3. The Motivating Power of Money: Understanding Money’s Unique Effect on Motivation
Nora Moran, Virginia Tech, USA*
Paul Herr, Virginia Tech, USA
Previous research suggests that money can increase motivation to achieve personal goals. We demonstrate
that money increases pursuit of goals that validate competence (high attainability), but reduces pursuit of
goals that challenge competence (low attainability). Thus, this research identifies the needs made salient
by activating money —validating one’s abilities.
4. How Does Cultural Self-Construal Influence Coupon Proneness?: Evidence from Laboratory, Field
Study, and Secondary Datasets
Ashok K. Lalwani, Indiana University, USA
Jessie J. Wang, Miami Universiy, USA*
This research examines how consumers’ cultural values influence their propensity to use coupons. Based
on results from several scanner panel datasets, field and laboratory studies, the authors suggest that
consumers with an interdependent versus independent self-construal have a greater tendency to use
coupons.
3.11 Consumer Financial Decision Making:
Understanding Savings Accumulation and Decumulation
Decisions
Room: Salon 18
Co-chairs: Gergana Nenkov, Boston College, USA
Linda Salisbury, Boston College, USA
1. The Illusion of Wealth and Its Reversal
Dan Goldstein, Microsoft Research*
Hal Hershfield, University of California Los Angeles, USA
Shlomo Benartzi, University of California Los Angeles, USA
Do people exhibit an “illusion of wealth” by which lump sums at retirement ($100,000) seem larger than
monthly equivalents ($500 per month for life)? In four experiments, we obtain this basic effect and draw
on Decision-by-Sampling theory to show a reversal at higher amounts.
2. Solving the Annuity Puzzle: The Role of Mortality Salience in Retirement Savings Decumulation
Decisions
Linda Salisbury, Boston College, USA
Gergana Nenkov, Boston College, USA*
We propose a novel explanation for the annuity puzzle - that the annuity decision makes people’s
mortality salient, evoking thoughts of death and motivating them to defend against this threatening
awareness by avoiding the annuity option. Across four experiments, we demonstrate the negative effect
of mortality salience on annuity preference.
3. Psychological Factors in Savings and Decumulation Decisions
Suzanne Shu, University of California Los Angeles, USA*
John Payne, Duke University, USA
We present four studies designed to better understand decumulation decisions, including Social Security
claiming, by manipulating framing of life expectations judgments as well as by measuring individual
differences in loss aversion, intertemporal patience, and perceived ownership. Life expectations predict
decumulation intentions more strongly when collected in a live-to frame.
4. Visual Depiction of Goal Structure and Financial Decisions
Min Zhao, University of Toronto, Canada
Dilip Soman, University of Toronto, Canada
Joonkyung Kim, University of Toronto, Canada*
We demonstrate that visual depiction of the flow between overall financial goal and its sub-goals can
facilitate goal pursuit when it creates a fit. Specifically, converging flow in the goal structure increases
saving (an act of collecting), whereas diverging flow increases donation (an act of giving out).
3.12 Sharing as a Social Phenomenon
Room: Salon 19 & 22
Chair: Russell Belk, York University, Canada
1. Shared Moments of Sociality: Embedded Sharing within Peer-to-peer Hospitality Platforms
Katharina Hellwig, HEC Lausanne, Switzerland*
Russell Belk, York University, Canada
Felicitas Morhart, HEC Lausanne, Switzerland
We investigate how the notion of sociality is shaped through the prevailing context. Using a multi-sited
collection of qualitative data, we compare shared moments in peer-to-peer hospitality platforms in a
market versus a non-market environment and conclude that sociability comes closest to prototypical
sharing when it is perceived as authentic.
2. Sharing Difficult Choices
Tatiana Barakshina, University of Illinois at Chicago, USA*
Alan Malter, University of Illinois at Chicago, USA
This research focuses on decision sharing - how and when patient-doctor decision sharing affects
emotional outcomes in pregnancy and childbirth decisions. Data from Russia and the U.S. show that
patient-made or shared decisions yield better emotional outcomes than decisions made by doctors alone.
Findings were consistent for Russian and U.S. women.
3. A Social Network Analysis of Adolescent Social Standing, Sharing and Acquisition Materialism, and
Happiness
Elodie Gentina, Université de Lille, France
LJ Shrum, HEC Paris, France*
Tina Lowrey, HEC Paris, France
A social network analysis with 984 adolescents in France investigated the relationship between social
standing, materialism as acquisition or sharing, and life satisfaction. Results indicate that centrality of
social standing is positively related to sharing materialism but not to acquisition materialism, and that the
former is positively related to life satisfaction.
4. With Whom Do People Share? The Effects of Upward and Downward Social Comparisons on
Willingness to Share Possessions
Ayalla Ruvio, Michigan State University, USA*
Naomi Mandel, Arizona State University, USA
Elodie Gentina, Université de Lille, France
In this research, we experimentally investigate the role of social comparison in sharing. We find that
people are more willing to share their possessions with a high-scoring (vs. low-scoring) fellow student due
to reciprocity expectations. These findings are moderated by the product relevance to the comparison
dimension and competitive/cooperative mindset.
3.13 Institutional Policies, Social Norms and Coping in
Academia: Exploring the Strategies that Students and
Professors of Color Employ as Academic Consumers
Room: Salon 3
Co-chairs: Lenita Davis, University of Arkansas, USA
Jerome Williams, Rutgers University, USA
Stephanie Dellande, Menlo College, USA
Participants:
Geraldine Henderson, Loyola University,
USA
Breagin Riley, Syracuse University, USA
Vanessa Perry, Georgetown University,
USA
Robert Harrison, Western Michigan
University, USA
Takisha Toler, Stevenson University, USA
Eric Rhiney, Webster University, USA
Andrea Scott, Pepperdine University, USA
David Crockett, University of South
Carolina, USA
Corliss Thornton, Georgia State University,
USA
Jessica Matais, University of Texas at
Austin, USA
Kevin Thomas, University of Texas at
Austin, USA
Aronte Bennet, Villanova University, USA
Tracy Kizer, University of Dayton, USA
Dante Pirouz, Western University, Canada
Akon E. Ekpo, Rutgers University, USA
The purpose of this roundtable is to determine how public policy in higher education can be changed to
address institutional racism. The session has a two-fold purpose 1) collect data on the nature of
institutional racism in higher education 2) obtain feedback on the mechanisms that prevent institutional
change.
JCR Associate Editors' Meeting
2:30 PM - 3:45 PM
Quarterdeck
By inviration only
Coffee Break
2:35 PM - 2:55 PM
Chemin Royale
Session 4
2:55 PM - 4:15 PM
Paper 1: 2:55 PM – 3:15 PM
Paper 2: 3:15 PM – 3:35 PM
Paper 3: 3:35 PM – 3:55 PM
Paper 4: 3:55 PM – 4:15 PM
4.1 PERSPECTIVES SESSION: Journal of the
Association for Consumer Research (J ACR)
Room: Salon 21 & 24
Chair: Joel Huber, Duke University
The Journal of the Association for Consumer Research (J ACR) is a new journal devoted to thematic
explorations of topics relevant to consumer research. In this session, the journal’s editor, Joel Huber, will
announce the four new issues for which he will start processing submissions in January 2016 and
introduce the editors of the four issues.
4.2 Getting, Having, Doing and Disposing: New Inquiries
in Social Identity and Influence
Room: Salon 4
Chair: Nailya Ordabayeva, Boston College, USA
1. Is Your Boss Driving A Mercedes? How Consumers Perceive Higher Status Others’ Conspicuous
Consumption in The Workplace
Saerom Lee, University of Texas at San Antonio, USA*
Lisa Bolton, Pennsylvania State University, USA
Conspicuous consumption undermines attitudes toward higher-status individuals in the workplace due to
reduced warmth inferences. This effect is moderated by the relative work status and the justification for
conspicuous consumption. Moreover, this effect is expressed in real behavior: 1) workplace decisions and
2) subsequent consumption decisions.
2. Knowing Your Role: The Effect of Reputation Signals on Participation Intentions
Sara Hanson, University of Oregon, USA*
Lan Jiang, City University of Hong Kong, China
Darren Dahl, University of British Columbia, Canada
Reputation signals high in role clarity generate greater participation intentions than low role clarity
signals, mediated by feelings of connectedness (Study 1a/b). New users are particularly motivated by high
role clarity signals (Study 2). Low community endurance attenuates the effect (Study 3) and face-to-face
interaction mitigates the effect (Study 4).
3. How Store Employees Influence Consumer Choice Under Retail Crowding – A Social Overload
Perspective
Johanna Palcu, University of Vienna*
Janet Kleber, WU Vienna
Arnd Florack, University of Vienna
In one field experiment and two laboratory studies, we show that store employees influence consumer
choice differentially depending on whether the choice is made under conditions of low vs. high retail
crowding. Specifically, high retail crowding (compared to low retail crowding) leads to less preference of
socially promoted choice options.
4. The Influence of Social Identity on Disposal Behavior
Remi Trudel, Boston University, USA
Jennifer J. Argo, University of Alberta, Canada
Matthew D. Meng, Boston University, USA*
Across five studies, we show that consumers’ recycling tendencies are greater when a product possesses a
relevant social identity, because possessions linked to a salient social identity are valued more and
throwing this possession into the trash threatens one’s identity, a state consumers will seek to avoid.
4.3 When, Why, and How People Advocate
Room: Salon 6
Co-chairs: Lauren Cheatham, Stanford University, USA
Zakary Tormala, Stanford University, USA
1. Finding vs. Receiving: How Content Acquisition Affects Sharing
Zoey Chen, University of Miami, USA*
Jonah Berger, University of Pennsylvania, USA
Four studies show that how people acquire content affects whether they share it. Relative to receiving
content from others, when people find content themselves, they are less sensitive to content quality and
characteristics of the content itself (e.g., how interesting it is) have less of an impact on sharing.
2. When is Saying Believing? Sharing Sensations after Tasting New Products
Salvador Ruiz de Maya, University of Murcia
Inés López, University of Murcia
Sarah Moore, University of Alberta, Canada*
Individuals frequently communicate with others to create a shared reality about the world, especially for
ambiguous referents like new products, and shared reality motivations can increase consumers’
susceptibility to others’ opinions. In four studies, participants evaluate new products to examine when
shared reality, or saying-is-believing, effects occur in the marketplace.
3. The Curvilinear Relationship between Attitude Certainty and Attitudinal Advocacy
Lauren Cheatham, Stanford University, USA*
Zakary Tormala, Stanford University, USA
Three studies uncover a curvilinear relationship between attitude certainty and advocacy behavior. People
advocate on behalf of their attitudes when they have very high or low (vs. more moderate) certainty. High
certainty builds perceived argumentation efficacy, whereas low certainty induces compensatory motives
that can be attenuated via self-affirmation interventions.
4. The Power Matching Effect: The Dynamic Interplay of Communicator and Audience Power in
Persuasion
Derek Rucker, Northwestern University, USA
David Dubois, INSEAD, France*
Adam Galinsky, Columbia University, USA
Three experiments demonstrate a power-matching effect. High power increases communicators’
generation of, and recipients’ responsiveness to, competent arguments. In contrast, low power increases
communicators’ generation of, and recipients’ responsiveness to, warm arguments. Consequently,
messages from powerful versus powerless communicators are more effective against recipients at the
same level of power.
4.4 Sharing as Caring, Scaring, Bragging and
Persuading: Motive Inferences for Sharing Word-ofMouth on Social Media
Room: Salon 7
Chair: Tejvir Sekhon, Boston University, USA
1. Does Sharing Signal Caring? Asymmetric Interpretations of the Informativeness of Own and
Others’ Social Media Communications
Elanor F. Williams, University of California San Diego, USA*
Mary Steffel, University of Cincinnati, USA
This research identifies a self-other difference in the perceived informativeness of content shared via
social media: consumers believe that their own communications reflect their true preferences regardless of
what prompts them to share, but that other people are more willing and likely to misrepresent their
preferences to receive an incentive.
2. I Do It Out of Love! The Role of Brand Attachment Cues in Consumption Related Bragging
Tejvir Sekhon, Boston University, USA*
Barbara Bickart, Boston University, USA
Remi Trudel, Boston University, USA
Susan Fournier, Boston University, USA
We demonstrate that bragging via mentioning high status brands on social media does not lead to negative
evaluations if the communication includes cues signaling attachment to the mentioned brand. Three
studies show that brand attachment cues lead to intrinsic (relative to extrinsic) motive inferences for brand
mentioning mitigating negative evaluations.
3. Trust Me, I Know! The Impact of Source Self-Enhancement on Persuasion in Word-of-Mouth
Grant Packard, Wilfrid Laurier University, Canada*
Andrew Gershoff, University of Texas at Austin, USA
David Wooten, University of Michigan, USA
Three studies demonstrate that trust cues impact whether source self-enhancement impedes or enhances
recipient persuasion in online word of mouth. Self-enhancement increases (decreases) persuasion in the
presence of a positive (negative) trust cue. Heightened recipient perceptions of source expertise mediate
the effect at high (but not low) trust.
4. Sharing Turns to Scaring: Explaining Apple versus Android Brand Community Conflict
Mina Seraj, Ozyegin University, Turkey
Robert Kozinets, York University, Canada*
Aysegul Toker, Bogazici University, Turkey
Extensive sharing on social media can creates pods of communally conflicted tension. The case of Apple
and Android is an example of how inter-communal brand relationships turn into conflict based in autotelic
violence. Idealized personality differences exacerbate the frame of collective conflict between socially
mediated selves and others.
4.5 It Is Not What It Seems: Unexpected Influences On
Doing Good For Yourself and Others
Room: Salon 9
Co-chairs: Simona Botti, London Business School, UK
Anne-Kathrin Klesse, Tilburg University, The Netherlands
1. Cross-Domain Effects of Guilt on Desire for Self-Improvement Products
Thomas Allard, University of British Columbia, Canada*
Katherine White, University of British Columbia, Canada
This research brings to light a novel outcome of guilt—a heightened desire for consumption choices with
self-improvement qualities in domains unrelated to the original source of the guilt. This effect arises
because guilt—by its focus of previous wrongdoings—activates a general desire to improve the self.
2. Choice Closure Increases Indulgence (But Only Once!)
Yangjie Gu, HEC, France*
Anne-Kathrin Klesse, Tilburg University, The Netherlands
Simona Botti, London Business School, UK
David Faro, London Business School, UK
We demonstrate that choice closure—a psychological process by which people come to perceive a
decision as complete—increases the pleasure derived from the selection of a want instead of a should
option. Reaching closure with a want option, however, decreases the desire to indulge again in a
subsequent decision.
3. “Serves You Right”? The Dark Side of a Malleable Mindset
Liat Levontin, Technion, Israel Institute of Technology, Israel*
Gita Johar, Columbia University, USA
The results of two studies suggest that incremental theorists' belief in growth leads them to be more
judgmental of others. Incrementalists hold others responsible for their negative plight and are thus less
likely to donate money or time to them compared to entity theorists who hold a more fixed mindset.
4. Excusing Selfishness in Charitable Giving: The Role of Risk
Christine Exley, Stanford University, USA*
Potential donors often give less when there is greater risk that their donation will have less impact. While
this behavior could be fully rationalized by standard economic models, this paper shows that an additional
mechanism is relevant – the use of risk as an excuse not to give.
4.6 It Ain't All Positive: Frictions between Consumers
and Brands
Room: Salon 10
Co-chairs: Johannes Boegershausen, University of British Columbia, Canada
Anne-Kathrin Klesse, Tilburg University, The Netherlands
1. Interpersonal Influences on Consumer-Brand Relationships: Exploring the Effect of Providing
Relationship Reminders on Brand Evaluations
Mansur Khamitov, Ivey Business School, Western University, Canada
Matthew Thomson, Ivey Business School, Western University, Canada*
Allison R. Johnson, Ivey Business School, Western University, Canada
We propose that contextualizing consumer-brand relationships (CBR) by providing interpersonal
relationship reminders will activate relational schemas, leading consumers to rate CBRs as less agentic
and strong. Four studies demonstrate that relationship reminders lower ratings of brand performance, via
serial mediation through changes in perceived brand agency and CBR strength.
2. Who Blames but Forgives When Brands Err? Applying Attachment Theory to Explain Consumer
Responses to Brand Failures and Recovery Efforts
Sara Loughran Dommer, Georgia Institute of Technology, USA*
Vanitha Swaminathan, University of Pittsburgh, USA
Zeynep Gürhan-Canli, Koç University, Turkey
This research examines how attachment styles affect responses to a brand failure. The results suggest that
avoidant and fearful consumers perceive greater stability and subsequently lower brand attitudes, while
fearful and secure individuals report a greater willingness to spread negative word mouth because of
severity and controllability attributions, respectively.
3. The Devil You Know: Service Failures, Self-Esteem and Behavioral Loyalty
Irene Consiglio, Erasmus University Rotterdam, The Netherlands*
Stijn van Osselaer, Cornell University, USA
High self-esteem consumers tend to switch to alternative service providers following service failures,
whilst low-self esteem consumers do not. We propose that this happens because, following a service
failure, low self-esteem consumers become wary of new commitments with alternative service providers
thus – ironically – remain faithful to the devil they know.
4. The Category Spillover Effects of Brand Hatred
Johannes Boegershausen, University of British Columbia, Canada*
Anne-Kathrin Klesse, Tilburg University, The Netherlands
JoAndrea Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
We test two competing predictions for the spillover effects of brand hatred to same- versus other-category
brands: whereas, a revenge-based account predicts that same-category brands profit, a self-protectionbased account predicts that the same-category brands suffer. The results of four studies find unequivocal
support for the self-protection account.
4.7 Appearance Matters: Effects of Visual Cues on NonVisual Perceptions
Room: Salon 12
Chair: A. Selin Atalay, Frankfurt School of Finance and Management, Germany
1. Exploring the Effectiveness of the Label “NEW” in Product Packaging and Advertising
Jiska Eelen, VU University Amsterdam, The Netherlands*
Peeter Verlegh, VU University Amsterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
In four studies (in the lab, online, and in the supermarket) the authors demonstrate that a “new” label on
product packages and in advertising leads to positive consumer responses towards the products. By means
of moderation, mediation and eye tracking it is shown that a curious mindset underlies the effect.
2. The Exciting Asymmetry Effect: The Interplay of Logo Design and Brand Personality on Brand
Equity
Jonathan Luffarelli, Cass Business School, City University London*
Antonios Stamatogiannakis, IE Business School - IE University
Haiyang Yang, Carey Business School - Johns Hopkins University
Four experimental studies and the analysis of a large-scale field dataset (n=15,000), demonstrate that an
asymmetrical (vs. symmetrical) logo boosts the customer-, company-, and financial-based equity of
brands which possess an exciting personality. Commercial designers, however, were found to prefer using
symmetrical logos for such brands, harming brand equity.
3. Chroma Looms Large: The Influence of Color Saturation on Attention and Size Perceptions
Henrik Hagtvedt, Boston College, USA*
S. Adam Brasel, Boston College, USA
This research demonstrates that color with high (vs. low) saturation increases size perceptions, for
consumer products as well as geometric shapes, and that the influence is mediated by attention.
Additionally, when given the size of a high-saturation (vs. low-saturation) object, consumers perceive the
object’s surroundings to be comparatively smaller.
4. The Stability Heuristic: How Round Numbers Increase the Perception of How Long Product
Characteristics Last
Jorge Pena Marin, University of Texas at San Antonio, USA*
Rajesh Bhargave, University of Texas at San Antonio, USA
This work demonstrates a novel association between numbers and stability (the “stability heuristic”).
Attribute descriptions conveyed in round (vs. precise) numbers (e.g., 100 vs. 103mg caffeine) are seen as
more stable and enduring. Therefore, when consumers value product attribute performance that lasts,
round-numbered attribute descriptions enhance product preference.
4.8 Having vs. Doing: New Directions in
Material/Experiential Consumption
Room: Salon 13
Chair: Francine Espinoza Peterson, European School of Management and Technology, Germany
1. My Purchase, My Refuge: Experiential versus Material Attachment as Predicted by Gender and
Loneliness
Sarah Roche, Texas Wesleyan University*
David H. Silvera, University of Texas at San Antonio, USA
Just as individuals differ in material attachment tendencies, so to should they exhibit differential
experiential purchase attachment propensities. Loneliness and gender are used as a framework for
examining such differences: loneliness leads to attachment to purchases that affirm one’s social self, but
men/women view material/experiential purchases’ social value differently.
2. Risk Seeking for Experiential Purchases: Why Consumers Take a Gamble on Experiences but Play
It Safe for Material Options
Sarah Roche, Texas Wesleyan University
Sommer Kapitan, Auckland University of Technology*
David H. Silvera, University of Texas at San Antonio, USA
The decision-making literature consistently demonstrates risk aversion for potential gains—preferring a
sure thing over a larger, riskier reward. We propose that risk aversion holds for material choices (e.g.
televisions, tennis shoes), but when faced with an experiential reward (e.g. vacation, restaurant meal),
consumers flip preferences and become risk seeking.
3. How Cultural Capital Shapes Green Product Preferences Among Materialists
Pia Furchheim, HEC Lausanne, Switzerland*
Steffen Jahn, University of Goettingen, Germany
Across two studies, we demonstrate the relevance of green consumption choices as ways of signaling
cultural capital for achieving materialistic goals. We show that materialists appreciate the associations of
desirable rare personality traits that are attributed to buyers of green products.
4. Wanting Ever More: Accumulation Procedure Motivates Continued Possession Acquisition
Yan Zhang, National University of Singapore, Singapore
Leilei Gao, Chinese University of Hong Kong, China*
Three experiments show that a piecemeal procedure for acquiring material possessions, whereby a
quantity of possessions is acquired gradually through repeated small efforts, is more motivating than a
lump-sum procedure to acquire the same amount of possessions. This is because a piecemeal procedure
results in a greater sense of achievement.
4.9 At Your Service?! Consumer - Marketer
Engagement Is Complicated
Room: Salon 15
Chair: Sybil Yang, San Francisco State University, USA
1. Antiservice and Healthcare Consumers: A Tale of Two Environments
Paul Hill, Dartmouth-Hitchcock Medical Center, USA*
Ron Hill, Villanova School of Business, USA*
Most consumer behavior researchers and service marketing scholars believe that business firms seek to
establish and maintain positive and long-lasting relationships with consumers. This perspective holds for
many exchange relationships, but studies demonstrate that an antiservice mentality is more widespread
than previously recognized, greatly impacting consumption and quality of life.
2. Understanding the Mechanisms behind Consumers’ Appreciation of Editorial Support
Claas Christian Germelmann, University of Bayreuth, Germany*
Andrea Groeppel-Klein, Saarland University, Germany
We investigate how consumers’ appreciation of editorial support is contingent on perceived medium
quality and on the activation of consumers’ persuasion knowledge. Echoing the call for more realistic
designs, two experiments under incidental exposure conditions reveal undesirable effects of this common
advertising technique if both contingency variables are controlled for.
3. Developing a Behavior-Based Measure of Online Brand-Engagement
Colin Campbell, Kent State University, USA*
Robert D. Jewell, Kent State University, USA
Cathy Hessick, Kent State University, USA
Based on a literature review and qualitative investigation, we define online brand engagement as the
extent of conscious performance of brand-related, public, online behaviors beyond purchase and
consumption. The authors develop a 10-item online brand engagement scale with three dimensions:
interaction, creation, and sharing. Results demonstrate scale reliability and validity.
4. Perceived Employee's Authenticity - What is It? How Can It Be Measured? Does It Affect Customer
Behavior?
Kristine Fritz, University of Basel, Switzerland*
Verena Schoenmueller, University of Basel, Switzerland
Manfred Bruhn, University of Basel, Switzerland
Customers increasingly demand authenticity in the behavior they experience. Past research focuses on
employee’s self-reported authenticity and employee’s authentic emotional display. Due to the rising need
for authenticity in consumption processes, the present study aims to conceptualize and operationalize the
customer’s perception of authentic employees.
4.10 Liking, Clicking and Learning: Social Media's
Effects on Consumers (and vice-versa)
Room: Salon 16
Chair: Jill Sundie, Virginia Tech, USA
1. How Much is a Like Worth? A Field Experiment of Facebook Pages
Daniel Mochon, Tulane University, USA*
Karen Johnson, Discovery Vitality, South Africa
Janet Schwartz, Tulane University, USA
Dan Ariely, Duke University, USA
We conduct a field experiment to examine customers’ willingness to like a company’s Facebook page,
and whether likes translate into improved customer value for the firm. Our results suggest that Facebook
likes are easy to acquire and that page likes translate into measurable real world changes in consumer
behavior.
2. The Cue-of-the-Cloud Effect: When Cues of Online Information Availability Increase Purchase
Intentions and Choice
Rajesh Bhargave, University of Texas at San Antonio, USA*
Antonia Mantonakis, Brock University, Canada
Katherine White, University of British Columbia, Canada
Cues that highlight the presence of online product information are commonplace in offline purchase
settings. Four studies, including a field study, show that these cues can enhance purchase intentions and
choices. This occurs, because the cue makes consumers feel at ease in processing product information that
is directly at hand.
3. Service Recovery Observer Paradox: Using Negative Facebook Comments to Signal Trust and
Honesty
Brent Coker, University of Melbourne, Australia*
Victoria Shaw, University of Melbourne, Australia
Using two controlled experiments, we demonstrate a “Service Recovery Observer Paradox”, whereby
observers of service recovery efforts in response to negative Facebook comments develop stronger
relations with the brand than when an insufficient or no service response is observed.
4. Click to Share if You Dare: The Impact of the Mere Presence of Social Media Share Icons on
Product Evaluation
Claudia Townsend, University of Miami, USA*
David T. Neal, Catalyst Behavioral Sciences
In three studies we find that the mere presence of social media share icons increases public selfconsciousness which in turn influences product evaluation. Specifically, the presence of such icons
improves consumer response to products they want others to see them use, while decreasing evaluation of
products consumers find embarrassing.
4.11 What Makes You Pay? Features of Incentives and
the Distribution of Benefits in Financial Behavior
Room: Salon 18
Chair: Shalena Srna, University of Pennsylvania, USA
1. Taking One for the Team: Motivating Prosocial Volunteering by Varying the Size and the
(Un)Certainty of its Impact on Collective Welfare
Christopher Olivola, Carnegie Mellon University, USA*
Yeonjeong Kim, Carnegie Mellon University, USA
Avi Merzel, Hebrew University, Israel
Yaakov Kareev, Hebrew University, Israel
Judith Avrahami, Hebrew University, Israel
Ilana Ritov, Hebrew University, Israel
We examine the interactions between culture, gender, and welfare impact, on decisions to volunteer in an
experimental social dilemma game. We show that, in deciding whether to volunteer, people are sensitive
to the size and the (un)certainty of its welfare impact, but this sensitivity varies across cultures and
genders.
2. Using Gambling to Incentivize Prudent Financial Decisions
Abigail B. Sussman, University of Chicago, USA*
Rourke L. O'Brien, Harvard University, USA
Prize-linked accounts have recently begun gathering attention as a method for increasing savings. In this
paper, we introduce a similar incentive structure to encourage debt repayment. We examine interest in
lottery-based incentives across savings and credit products and leverage psychological insights around
goal-setting to recommend specific design
3. Lifting the Veil: The Benefits of Cost Transparency
Bhavya Mohan, Harvard Business School, USA*
Ryan Buell, Harvard Business School, USA
Leslie K. John, Harvard Business School, USA
Across a field study and six laboratory experiments, we identify how firms benefit from revealing cost
information to consumers. Disclosing the variable costs associated with a product’s production heightens
consumers’ attraction to the firm, which in turn, increases purchase interest (studies 1-5). Further
experiments explore boundary conditions (study 6-7).
4. The Impact of Income Tax and Redistribution of Tax Money on Productivity, Satisfaction, and
Perceptions of Fairness
Shalena Srna, University of Pennsylvania, USA*
Gal Zauberman, University of Pennsylvania, USA
Rom Schrift, University of Pennsylvania, USA
Consumers face different levels of taxation and redistribution of tax money, which can influence
perceptions and behavior. Across four studies, we show that people’s intuitions of how different income
tax schemes influence productivity, satisfaction, and perceptions of fairness do not match how people
actually respond in an experimental pay-per-performance setting.
4.12 Pilgrims, Nomads, and Tourists: Consumers on
Quests
Room: Salon 19 & 22
Chair: Jeffrey Durgee, Rensselaer Polytechnic Institute, USA
1. Bad Blood and Tender Nomadics: The Returns of Poetic Brutality
Roel Wijland, University of Otago, New Zealand*
This article liberates the possibility of poetics in the research of consumer and idea behavior. It proposes
the concept of poetic brutality, and advances connections for the returns of poetics in ten themes. True to
its generative nature, it performs a novel progression from pre-inventive insight generation to structured
ideation.
2. “It’s Like Somebody Else’s Pub”: Understanding Conflict in Third Place
Amy Goode, University of Strathclyde, UK*
Stephanie Anderson, University of Strathclyde, UK
In line with calls to explore the consumption in and of place we reveal conditions of third place to be
susceptible to conflict. Through the context of a British pub, we demonstrate that third place is a fragile
condition by identifying three forms of emergent conflict: misuse, misappropriation and misalignment.
3. Questing for Capital: Tourism as Acculturation Practice
Angela Gracia B. Cruz, Monash University, Australia*
Margo Buchanan-Oliver, University of Auckland, New Zealand
While consumer acculturation theorists have largely treated tourism as a distinct type of mobility, this
paper reconceptualizes tourism as an acculturation practice. Informed by theories of capital consumption,
this paper empirically demonstrates how questing for capital in long-term migration drives touristic
practices which are iconic rather than singular.
4. The Dynamic Interplay between Structure, Anastructure and Antistructure in Extraordinary
Experiences
Katharina C. Husemann, Royal Holloway University of London*
Giana M. Eckhardt, Royal Holloway University of London*
Reinhard Grohs, Private University Seeburg Castle
Raluca E. Saceanu, University of Innsbruck
Through an interpretive investigation of pilgrimages, we dissolve the underlying structural-antistructural
duality in conceptualizations of extraordinary consumer experiences. We introduce complementary and
conflicting coexistences of structure and antistructure; we identify anastructure as a transient state that lies
between the poles; and we show that structure can lead to antistructural benefits.
4.13 ROUNDTABLE: Advancing Connections between
Neuromarketing Academics and Industry
Room: Salon 3
Co-chairs: William Hedgcock, University of Iowa, USA
Manuel Garcia-Garcia, New York University, USA
Ming Hsu, University of California Berkeley, USA
Participants:
Michael Smith, Nielsen, USA
Peter Hartzbech, iMotions, USA
Jason Rogers, Noldus, USA
Amanda Hammill, Tobii Pro, USA
Ale Smidts, Erasmus University Rotterdam,
The Netherlands
Uma Karmarkar, Harvard Business School,
USA
Moran Cerf, Northwestern University, USA
Martin Reimann, University of Arizona,
USA
Baba Shiv, Stanford University, USA
Angelika Dimoka, Temple University, USA
Carolyn Yoon, University of Michigan,
USA
Milica Mormann, University of Miami,
USA
Vinod Venkatraman, Temple University
Joel Gough, Tobii Pro, USA
Abbe Macbeth, Noldus, USA
The goal of this roundtable is to advance connections between neuromarketing academics and industry
practitioners. Attendees include industry representatives from companies such as Nielsen, Innerscope,
Noldus, iMotions, and Tobii as well as academics from a wide range of schools and backgrounds. We’ll
discuss and develop opportunities for industry-academic partnerships.
Coffee Break
4:15 PM - 4:35 PM
Chemin Royale
JCR Editorial Review Board Reception and Meeting
4:30 PM - 6:30 PM
River, Port, Starboard
By Invitation Only
Session 5
4:35 PM - 5:55 PM
Paper 1: 4:35 PM - 4:55 PM
Paper 2: 4:55 PM - 5:15 PM
Paper 3: 5:15 PM - 5:35 PM
Paper 4: 5:35 PM - 5:55 PM
5.1 PERSPECTIVES SESSION: Modeling Consumer
Behavior
Room: Salon 21 & 24
Chair: Preyas Desai, Duke University
Panelists:
Hans Baumgarnter, Pennsylvania State University
J. Jeffrey Inman, University of Pittsburgh
Barbara Kahn, University of Pennsylvania
Praveen Kopalle, Dartmouth College
This session will highlight modeling approaches to understanding consumer behavior. Panelists who are
well-versed in both modeling and experimental research will talk about the insights that can be gained
from reading literature that crosses methodologies and using multiple methods. Despite increasing
specialization within the field, there are many substantive topics – such as decision making, online word
of mouth, variety seeking and loyalty programs – that interest researchers who use a variety of methods.
We hope this session will encourage consumer researchers to identify possible synergies across
methodological approaches.
5.2 Gender in Consumer Culture
Room: Salon 4
Chair: Karen V. Fernandez, The University of Auckland, New Zealand
1. Acculturation and Remasculation
Angela Gracia B. Cruz, Monash University, Australia*
Margo Buchanan-Oliver, University of Auckland, New Zealand
Despite emerging research on marketplace-enabled masculinities, it is unclear how masculinities are
reconstituted through consumption in the context of transnational mobility. A hermeneutic study of 14
skilled migrant men reveals three remasculation strategies: status-based hypermasculinity, localized
hypermasculinity, and flexible masculinity. These represent a re-inscription and revision of pre-migration
gender regimes.
2. Austere Times: Male Experiences of Liminal Vulnerability
Deirdre M. O’Loughlin, Kemmy Business School, University of Limerick, Limerick, Ireland*
Isabelle T. Szmigin, Birmingham Business School, the University of Birmingham, UK*
Morven G. McEachern, Salford Business School, University of Salford, Salford, UK*
Kalipso Karantinou, Athens University of Economics and Business, Greece
Belem Barbosa, University of Aveiro, Portugal
Eugenia M. Fernández-Moya, CUNEF, Spain
Drawing on anthropological and gender theories, we investigate the liminal nature of male vulnerability
within the context of austerity. From depth interviews with 11 males from 5 European countries, we
contribute to the vulnerability and gender literature by revealing the effects of liminal vulnerability on
male identities and roles.
3. Surprise Her but Not Him: Gender Differences in the Valuation and Choice of Positive Surprises
Aleksandra Kovacheva, University of Pittsburgh, USA*
Hristina Nikolova, Boston College, USA
Cait Lamberton, University of Pittsburgh, USA
This paper shows that women are more likely to prefer surprises than men and find the same product more
attractive when it is received as a surprise than purchased. Results suggest this may be because in a
shopping context, women find risk enjoyable, offsetting their natural tendency toward risk aversion.
5.3 "That's What She Said!": Antecedents and
Consequences of Word-of-Mouth and Sharing
Room: Salon 6
Chair: Kelley Main, University of Manitoba, Canada
1. Shifting Perceptions of Negative Experiences through Word-of-Mouth: Episodic Dismissal and
Asymmetric Effects of Valence on Consumer Evaluations
Daniel Brannon, Arizona State University, USA*
Adriana Samper, Arizona State University, USA
Previous research finds that negative (vs. positive) experiences weigh disproportionately on consumers’
evaluations of products and services. However, the present research shows that evaluations formed by
negative (vs. positive) experiences are actually more malleable and more susceptible to being changed via
social influence through word-of-mouth sharing.
2. Context Effects in Word-of-Mouth Communications: The Effect of Crowdedness on Social
Transmission
Irene Consiglio, Erasmus University Rotterdam, The Netherlands*
Matteo De Angelis, Luiss University, Italy
Michele Costabile, Luiss University, Italy
We study how the perceived crowdedness of the environment affects WOM sharing. We show that
crowded places trigger feelings of lack of control which make consumers more likely to engage in WOM
in order to restore control. This finding has relevant implications for real-time sharing on social media.
3. I Shared What You Did Last Summer: Indirect Impression Management and Subsequent Prosocial
Behaviors
Kirk Kristofferson, Arizona State University, USA*
Katherine White, University of British Columbia, Canada
This research examines the consequences of an under-studied, yet prevalent indirect impressionmanagement tactic: communicating the prosocial behaviors of others. We find that when individuals
publically communicate (vs. think about or privately write about) the positive behaviors of others, this can
lead the communicator to behave less prosocially on subsequent tasks.
4. To Share or Not to Share: The Ironic Effects of Sharing on Consumer Memory
Li Huang, University of South Carolina, USA*
Priyali Rajagopal, University of South Carolina, USA
How are consumer memories about consumption episodes affected when these experiences are shared
with others? We suggest that sharing consumption experiences can both enhance or decay memories
depending on the experience’s characteristics, the sharing partner’s characteristics and their joint
interaction.
5.4 Consumption by Design: Taste, Gifts, and Sharing
Room: Salon 7
Chair: Frederic Brunel, Boston University, USA
1. The Role of Design in the Appropriation of Shared Objects: Autolib in Paris
Adèle Martin-Gruen, Université Paris-Dauphine, France*
Denis Darpy, Université Paris-Dauphine, France*
This article looks at consumers’ appropriation of cars in a carsharing system. Underpinned by research on
design and design knowledge, our paper illustrates how specific design elements contributed to the
appropriation of shared vehicles through controlling, knowing and creating the product and the service.
2. Toward a Spatial Theory of Taste Formation
Alexandros Skandalis, University of Manchester, UK*
Emma Banister, University of Manchester, UK
John Byrom, University of Manchester, UK
The aim of this paper is to argue for the development of a spatial theory of taste. We posit that taste might
be better understood as being spatially formed and performed via consumers’ aesthetic experiences at
various consumption places. We illustrate the usefulness of a spatial conception of taste for contemporary
consumer research.
3. Sharing is Dubious, It Won’t Work! Exploring the Barriers Towards Collaborative Consumption of
Free Floating Car Sharing
Amy Yau, University of Bath, UK*
Akiko Mahn, University of Bath, UK*
Free-floating carsharing is an innovative mobility concept. The acquisition of new customers is key for
further expansion. This qualitative study undertook 33 interviews with non-users, users, and a corporate
expert to explore barriers that potential carsharing customers face. The study contributes to collaborative
consumption and innovation.
4. I Made It Just for You! Building Attachment via Self-Designed Gifts
Lisa Schmidt, Delft University of Technology, The Netherlands*
Maria Sääksjärvi, Delft University of Technology, The Netherlands
Ilona E. de Hooge, Wageningen University, The Netherlands
In two studies, we investigate attachment towards self-designed gifts over time. Our results show that 1)
self-design increases initial attachment when choice is sufficient, 2) attachment decreases at the time of
gift giving and 3) the decrease in attachment can be mitigated with the use of a relationship-focus during
design.
5.5 Beyond the Choice Set: The Impact of Considering
Similar Outside Options
Room: Salon 9
Chair: Liz Friedman, Yale University, USA
1. The Role of Similarity when Considering Alternatives in Purchase Decisions
Liz Friedman, Yale University, USA*
Jennifer Savary, Yale University, USA
Ravi Dhar, Yale University, USA
We explore how considering alternative ways to spend money impacts purchase interest for a target item.
We find that consumers are relatively less interested in purchasing a target item when they consider
alternatives that are dissimilar to the target items versus alternatives that are similar.
2. The Impact of ‘Display Set Composition’ on Purchase Likelihood
Uma Karmarkar, Harvard Business School, USA*
We examine how the mere presence of other items in a display influences decisions about a target product
under consideration. We show that purchase likelihood is higher for products displayed with items from
the same category as compared to being displayed with items from a different category, or offered alone.
3. Decision-Tree Structures and Their Impact on Similarity Judgment and Replacement Choices
Rom Schrift, The Wharton School, USA
Jeffrey Parker, Georgia State University, USA*
Gal Zauberman, The Wharton School, USA
Shalena Srna, The Wharton School, USA
This paper explores how the decision-making structure impacts consumers’ preferences for a replacement
option (when the originally chosen option is unavailable). We find that consumers tend to stick with
attribute levels that were chosen earlier in the decision-making process. 17 studies explore different
underlying mechanisms and support a categorization-similarity process.
4. Framing Choice as an Opportunity Encourages Situational Attribution
Ernest Baskin, St. Jospeh's University, USA*
Nathan Novemsky, Yale University, USA
Ravi Dhar, Yale University, USA
Framing a choice as an opportunity increases the tendency to attribute choices to the situation rather than
disposition thereby decreasing the diagnosticity of a choice for one’s self-concept. This increases
preference for negative self-concept options (e.g. vices) and decreases preference positive self-concept
items (e.g. virtues).
5.6 Just Being Myself While Products Try to Be Me
Room: Salon 10
Chair: Ana Valenzuela, Baruch College, CUNY, USA/Universitat Pompeu Fabra, Spain
1. Should Luxury Brands Shout or Whisper? The Effects of Brand Prominence on Consumer
Perceptions of Responsible Luxury
Catherine Janssen, IESEG School of Management, France*
Joëlle Vanhamme, EDHEC Business School, France*
Sina Leblanc, EDHEC Business School, France
Recent literature suggests that consumers do not necessarily perceive luxury and CSR as compatible. This
research investigates the effect of brand prominence on consumers’ attitudes toward responsible luxury
brands and evidences a dual mediation process through consumers’ CSR beliefs and perceived congruity
between their identity and that of the brand.
2. Unpacking the Effects of Status on Creativity
Zhi Lu, Pennsylvania State University, USA*
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Na Wen, City University of Hong Kong, China
This research investigates how status influences individual creativity and the underlying process. We also
examine how the impact of status is moderated by status mobility. The findings provide theoretical
insights into the role of status on boosting or hampering individual creativity and have managerial
implications for companies’ innovation strategy.
3. The Costly Influence Of Human-Like Products and Stereotype Endorsement on Consumer Spending
Marisabel Romero, University of South Florida*
Adam Craig, University of Kentucky, USA
Can exposure to a curvy, wide-shaped product lead to similar behavioral outcomes as seeing an
overweight person in the environment? Three studies demonstrate that seeing shapes resembling
overweight (vs. thin) human body types can prime stereotypical knowledge related to the concept of
control and influence subsequent spending decisions.
5.7 Pay Attention! Subtle Contextual Cues and
Individual Differences Boost Consumer Attention and
Engagement
Room: Salon 12
Chair: Hila Riemer, Ben-Gurion University, Israel
1. Do Touch Screen Users Feel More Engaged? The Impact of Touch Interfaces on Online Shopping
Sorim Chung, University of California Riverside, USA*
This study examined the potential effects of touch interfaces on online shoppers’ purchase-related
evaluations. The findings suggest that using a touch interface led to higher engagement and lower brand
information recall and propose a touch interface as a new online retail cue beyond web environments.
2. Cue Me In! The Effect of Attentional Tuning on the Susceptibility to Contextual Cues
Sebastian Sadowski, University of Groningen, The Netherlands*
Bob Fennis, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
We investigate the influence of basic attentional processes (attentional tuning—narrowing or broadening
of attentional scope) on the susceptibility to subtle contextual cues (e.g. colors). We propose that the
impact of goal-irrelevant primes is particularly pronounced when people maintain a broader attentional
scope, becoming more receptive to goal-irrelevant stimuli.
3. Fighting Poverty One Coin at a Time, through Money-Saving Options: The Cash Attraction Effect
Monica Popa, University of Saskatchewan, Canada*
Laura Cojocaru, Independent Researcher, U.S.A.
While prior studies indicate that electronic (versus cash) money are likely to increase consumer spending,
we propose and demonstrate that paradoxically, they can also increase consumer savings in interestearning plans. This interesting outcome is driven by the "cash attraction" effect, and is moderated by the
vividness of the monetary instrument.
4. Connecting on Movie Night? Neural Measures of Engagement Differ by Gender
Samuel B. Barnett, Northwestern University, USA*
Moran Cerf, Northwestern University, USA
We propose a novel method, Cross Brain Correlation (CBC), to study between-group differences in
responses to complex stimuli, such as movies or advertisements, based on agreement across multiple
brains while experiencing content. Clustering this neural data (i.e. segmentation by gender) can distill
preferences that are not captured by traditional means.
5.8 Consumer Emotions: Pity, Fear, Nostalgia
Room: Salon 13
Chair: Gulnur Tumbat, San Francisco State University, USA
1. The Neglected Ambivalent Emotion of Pity: Conceptualization and Potential (Complex) Effects on
Charitable Behavior
Renaud Lunardo, Kedge Business School, France*
Valery Bezençon, Université de Neuchâtel, Switzerland
Consumer research has left unexamined the conceptualization and the potential effects of pity on
charitable behavior. This paper proposes a conceptualization of pity whereby this ambivalent emotion is
seen as composed of an altruistic and a cynical dimensions. Propositions regarding the effects of each
dimension are presented.
2. Creating a Culture of Perpetual Fear and Crisis through Mandatory Consumption
Ekant Veer, University of Canterbury, New Zealand
Cagri Yalkin, Brunel University, UK*
Museum of Barbarism displays the bloody clothes and photos of displaced teeth of a Turkish family
murdered in Cyprus in 1963. In-depth interviews show the Museum heightens tensions and sense of crisis
between TurkishCypriots and GreekCypriots. Culture of fear and crisis is institutionalized through schools
by way of mandatory consumption.
3. Embodying (Re-)Reading: The Material and Social Engagements of Nostalgic Leisure Reading
Practices
Lois Shedd, Monash University, Australia*
Jan Brace-Govan, Monash University, Australia
Colin Jevons, Monash University, Australia
This paper utilises the theory of practices to describe and explain some of the features of the phenomenon
of leisure reading within the context of a re-reading case study. It finds that leisure reading is an embodied
practice that occurs within a complex network of material and social engagements.
5.9 Consumer Rituals and Religiosity
Room: Salon 15
Chair: Elizabeth Hirschman, Rutgers University, USA
1. “Thank Me for Hosting:” The Role of Reciprocity in Sharing
Alina Geiger, University of Bayreuth*
Claas Christian Germelmann, University of Bayreuth
This paper contributes to the discussion of sharing and reciprocity. Following a mixed method approach,
we examine the role of reciprocity within the context of Couchsurfing, a free online hospitality exchange
platform. Results indicate that giving and receiving play different roles when it comes to the hosts’
balance perceptions.
2. Transnational Religious Connections through Digital Media: Seeking Halal Food in Non-Muslim
Majority Regions
Yusniza Kamarulzaman, University of Malaya, Malaysia*
Ann Veeck, Western Michigan University, U.S.A.*
Alhassan G. Mumuni, Western Michigan University, U.S.A.
Zahir A. Quraeshi, Western Michigan University, U.S.A.
Mushtaq Luqmani, Western Michigan University, U.S.A.
This study investigates the role of social media platforms in connecting and mediating transnational
religious communities and markets, using the search for halal food as a focal point. Results show that
digital media not only provides market-based solutions to geographically dispersed individuals but
influences religious identity and community construction.
3. I am Dreaming of a Car: Longitudinal Rites of Passage and Car Consumption
Roberta Campos, Federal University of Rio de Janeiro - COPPEAD, Brazil
Maribel Suarez, Federal University of Rio de Janeiro - COPPEAD, Brazil*
Thaysa do Nascimento, Federal University of Rio de Janeiro (UFRJ), Brazil
Fabrício Molica, Universidade Federal de São João Del Rey, Brazil
We propose the concept of Longitudinal Rite of Passage as a specific type of ritual that communicates a
status transition over time, differentiating itself from more traditional rites of passage by its temporal
dimension, since it occurs as a set of multiple and connected behaviors performed throughout consumers’
lifetime.
4. Fostering Relational Closeness Via Shared Extraordinary Experiences
Kate Min, Cornell University, USA*
Soo Kim, Cornell University, USA
We demonstrate that sharing extraordinary (vs. ordinary) experiences foster interpersonal closeness (even
in a new relationship), which is driven by the (mis)conception that one is knowledgeable of who the other
is (such as knowing his/her unique preferences). We find that relationship type (new vs. old) is an
important boundary condition.
5.10 Because of You: The Impacts of Looking Past Our
Own Noses
Room: Salon 16
Chair: Julia Bayuk, University of Delaware, USA
1. The Facebook Mindset Effect: Incidental Exposure to Facebook Increases Consumers’ Other-Focus
and Promotes Conservative Product Choices
Christian Hildebrand, University of St. Gallen, Switzerland*
Tobias Schlager, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Andreas Herrmann, University of St. Gallen, Switzerland
In a large-scale field study and four experiments, we show that exposure to Facebook causes consumers to
make more conservative product choices. This effect is driven by a shift in the focus of consumers’
thoughts from themselves toward others. It can be reversed through interventions that increase consumers’
self-focus.
2. Pain and Preferences: The Impact of Other’s Decisional Conflict On Our Own Preferences
Rom Schrift, The Wharton School, USA*
Moty Amar, Ono Academic College, Israel
How does observing someone else’s pain and agony over an impending decision impact our own
preferences when facing similar choice? Will we tend to choose more similarly or differently? In this
paper we find that observing other’s decisional-conflict triggers empathic reactions and sense of shared
identity that engender preference convergence.
3. Two Different Paths, One Destination: How Money-Views and Self-Views Jointly Influence Saving
Behavior
Min Jung (MJ) Kim, Texas A&M University, USA*
Haipeng (Allan) Chen, Texas A&M University, USA
Yanliu Huang, Drexel University, USA
This research suggests that how consumers’ view of money, either as a means or an end, will result in
systematically different preferences in their saving strategies. We further suggest that, when money- and
self-views are aligned, consumers are more likely to make savings-oriented decisions.
4. Waiting to Give: The Effects of Waiting on Future Behavior
Ashley Craig, Harvard Business School, USA
Ellen Garbarino, University of Sydney, Australia*
Stephanie Heger, Washington University, USA
Robert Slonim, University of Sydney, Australia
Waiting leads to lower service evaluations and re-patronage intentions. However, wait-time research has
had to rely on these self-reported measures since actual return behavior has been unavailable. In a
prosocial context, we demonstrate waiting negatively affects long-term re-patronage behavior and the
behavioral effects are not always consistent with the self-reported effects.
5.11 Numerical Cognition: Using Numbers to Persuade
Room: Salon 18
Chair: Abhijit Biswas, Wayne State University, USA
1. The Persuasiveness Power of Round Numbers: A Construal Level Theory Perspective
Jorge Pena Marin, University of Texas at San Antonio, USA*
Dengfeng Yan, University of Texas at San Antonio, USA
Marketers often use numerical information in advertisements. Earlier research shows that precise numbers
are more persuasive than round ones. The present work, however, shows that people are more persuaded
by round (vs. precise) numbers when the judgmental target is psychologically distant (vs. close).
2. Number Sharpness in the Communication of Nutritional Information
Noah VanBergen, University of Miami, USA*
Jiao Zhang, University of Oregon, USA
Three studies show that consumers more concerned with nutritional information (e.g., dieters) evaluate
products using sharp vs. round numbers to describe nutritional information more favorably. This effect is
driven by satisfaction with the amount of information that sharp vs. round numbers provide, and
disappears for products framed as “healthy” options.
3. The 'Even-Odd Effect' in Consumers' Reactions to Prices
James Wilkie, University of Notre Dame, USA*
Kenneth Manning, Colorado State University, USA
David Sprott, Washington State University, USA
Galen Bodenhausen, Northwestern University, USA
Considerable research has been devoted to zero- and nine- price endings, but consumers encounter other
digits as price endings 43% of the time. We propose that digits sharing evenness and oddness will
demonstrate similar price-ending impacts. We find consumers responding thusly: it appears that an “EvenOdd Effect” exists.
4. The Process of Numerical Information Judgment and The Scale Range Effect
Tao Tao, Chinese University of Hong Kong, Hong Kong*
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong
Yuhuang Zheng, Tsinghua University, China
A two-stage processing model is proposed to conceptualize how people make judgments of a piece of
numerical information about a stimulus whose rating score is described along a bounded scale. The
implications of this model on the scale range effect are tested by three experiments.
5.12 Pragmatism and Consumer Research
Room: Salon 19 & 22
Co-chairs: Iain Davies, University of Bath, UK
Dan Silcock, University of Bath, UK
1. Marketing Pragmatism: A Constructive Review of Pragmatic Philosophy and Implications for
Consumer Research
Dan Silcock, University of Bath, UK*
This paper promotes pragmatism as a viable middle ground philosophy for consumer research. It
contributes by delineating previous literature into three distinct versions of pragmatism and outlines
several advantages to a wider adoption of pragmatic thought, including potential for improving
connections between methodological camps.
2. "Theory" into "Knowledge": Operationalizing Consumption Research into Behavioural Change
with Pragmatism
Iain Davies, University of Bath, UK*
In this paper I explore what it would mean to utilize the work of Pierce, James and Dewey and
operationalize the existing areas of ethical and sustainable consumption into a productive field of
Knowledge, rather than a polarized field of academic contribution.
3. Can the Pragmatist Logic of Inquiry Inform Consumer Led Market Design?
Ronika Chakrabarti, Lancaster University, UK*
Katy Mason, Lancaster University, UK
We are interested in how the pragmatist notion of inquiry and experimentation proposed by John Dewey
can inform consumer led market design. This recognizes the contingent and changing elements of
livelihoods based on the ‘experiences’, and could offer unique insights into both current and imagined
market futures in consumer research.
Sheth Foundation Reception for Sheth Medal recipient Gerald Zaltman
6:00 PM – 7:30 PM
Mark Twain Courtyard
Working Paper Reception
6:45 PM to 8:45 PM
Grand Ballroom (A-C)
To facilitate browsing by subject, Working Papers are grouped by topical areas.
01 Affect
1. Negative Mood and Goal Achievement: The Role of Mindset Congruency in Goal Pursuit.
Carlos Bauer, The University of Texas at San Antonio, United States*
Rajesh Bargave, The University of Texas at San Antonio, United States
This study investigates how negative mood influences consumers’ goal pursuit. I propose that the
influence of negative mood during the preactional goal phase facilitates the formation of concrete goalrelated plans. A concrete mindset, which is congruent with the mindset required during the preactional
goal phase, would facilitate goal pursuit.
2. Reciprocation Anxiety: On the Development, Validation, and Use of the “Reciprocation Anxiety
Scale”(RAS)
Li Gu, Sun Yat-sen University, China*
Wenwen Xie, Sun Yat-sen University, China
Xinyue Zhou, Sun Yat-sen University, China
This study proposed the construct of reciprocation anxiety and operationalized it along three dimensions:
reciprocation sensitivity, reciprocation avoidance, and distress. We described the development of
Reciprocation Anxiety Scale and provided experimental evidence that people scored higher on
reciprocation anxiety scale tend to return more money in the trust game.
3. Customer-to-Customer Interaction, Service Satisfaction and Cultural Differences: An Affective
Approach
Marloes Heijink, Hong Kong Polytechic University, China*
Yuwei Jiang, Hong Kong Polytechic University, China
Gerald J. Gorn, Hong Kong Polytechic University, China
Other customers can lighten up or destroy a service experience. A survey and two experiments show that
affect mediates the relationship between relevant customer-to-customer interaction and service
satisfaction, and this effect is amplified for other customers having the same cultural background.
4. Banking Happiness
Ali Faraji Rad, Nanyang Technological University, Singapore*
Leonard Lee, National University of Singapore, Singapore
We document a phenomenon that we call banking happiness—in anticipation of negative feelings arising
from an upcoming event, people take actions to increase momentary happiness to enhance their ability to
overcome the anticipated negative feelings. Hence, people view happiness as a currency that can be
collected and expended later.
5. On Second Thought, It Is Not So Funny: Gender Differences in Emotional Reactivity and Emotional
Regulation in Violent-Humorous Ads
Akshaya Vijayalakshmi, Iowa State University, USA
Meng-Hsien (Jenny) Lin, Iowa State University, USA
Melika Kordrostami, Iowa State University, USA*
Previous research has found gender differences in responses to violent-humorous commercials. We find
that the varied responses are due to differences in emotional reactivity of genders i.e. women (vs. men)
experience more negative affect. We recommend two different cognitive appraisal strategies for each
gender that up- and down- regulate emotions.
6. Cause-Related Marketing Therapy: When Consumers Use CRM to Regulate Mood
Ali Tezer, Concordia University, Canada*
H. Onur Bodur, Concordia University, Canada
This research examines the role of consumers’ mood in cause-related marketing effectiveness. Results
from two studies revealed that CRM strategies are effective when consumers are in a bad mood but not
when they are in a good mood, and that mood moderates the relationship between CRM fit and CRM
effectiveness.
7. How Benign Envy Makes You Take Risks
Mijin Kwon, Sungkyunkwan University, Korea*
Young Jee Han, Sungkyunkwan University, Korea
Myungwoo Nam, Sungkyunkwan University, Korea
We propose that benign envy increases risk taking due to motivation towards potential. Results show that
benign envy makes individuals perceive more opportunities, and in turn engage in more risk taking than
malicious envy. We demonstrate that benign envy leads to more risk taking than malicious envy when
individuals have low attainability, but not high attainability.
8. I Am Feeling the Urge to Clean Out My Closet: How the Mere Thought of Change Influences
Product Disposal Decisions
Yuwei Jiang, Hong Kong Polytechic University
Leilei Gao, Chinese University of Hong Kong, China*
Four experiments show that consumers are more willing to dispose of their possessions when the concept
of change is activated. This is because thinking about change elicits an action tendency, which in turn
results in more product disposal.
9. Nostalgia on Local Consumption Behavior
Young K. Kim, University of Iowa, USA*
Jing (Alice) Wang, University of Iowa, USA
Catherine A. Cole, University of Iowa, USA
In two studies, we showed that nostalgia increased consumers’ likelihood of visiting local stores and
spreading sWOM when they perceived national chains threatened the local stores. In an ongoing study 3,
we extend our study by examining whether purchase activism mediates the effect of nostalgia on attitudes
toward local brands.
10. Consumer Reactions to Brand Moral Failures: The Mediating Role of Shame
Hua Chang, Philadelphia University, USA*
Lingling Zhang, Towson University, USA
This research examines the role of brand ownership in consumers’ reactions to brand failures. We find
that consumers who have a strong brand ownership have more negative brand evaluations towards brand
moral failures, but not towards product failures. We show the mediating role of feelings of shame in the
relationship.
11. Her Beauty Results in Your Sorrow: The Effects of Envy toward Attractive Spokespersons in
Advertising
Hsuan-Yi Chou, Institute of Marketing Communication, National Sun Yat-sen University,
Taiwan*
Shu-Shan Chen, Institute of Marketing Communication, National Sun Yat-sen University, Taiwan
This research explores the effects of possible determinants of female consumers’ degree of social
comparison toward highly attractive female spokespersons. It also examines the moderators of envy types
and the ad effects of different envy emotions. The findings make theoretical contributions to social
comparison, envy theory, and spokesperson research.
12. Responses to Humor in Shame-Inducing Health Issue Advertisements With The Effects of Health
Worry Levels
Hye Jin Yoon, Southern Methodist University, USA*
Humor effects in shame-inducing health issue advertising is non-existent. Two experimental studies found
responses to different levels of humor and shame in health issue prevention messages to be contingent on
the individual’s health worry levels. The findings provide implications for theoretical as well as practical
contributions.
13. Customer Pride - Buy It, Feel It, Tell It!
Julia Römhild, Heinrich-Heine-University Düsseldorf, Germany*
Pride is a cornerstone emotion regarding motivation and achievement. Thus, it may also be crucial for
consumer behavior, particularly WOM-intentions and advocacy. Using a PLS-path analysis, this working
paper provides insight into the construct of customer pride with the aim of advancing the connection
between emotion psychology and consumer behavior.
14. Affect- or Others-as-Information? The Influence of Affect on Judgment across Cultures
Lee Hasidim, Ben-Gurion University of the Negev, Israel*
Hila Riemer, Ben-Gurion University of the Negev, Israel
We explore cultural differences in the effects of mood and norms on judgment. Results show that mood
influences individualists but not collectivists. In the presence of norms, however, mood influences
collectivists but not individualists, and norms influence individualists but not collectivists. We discuss a
possible explanation and suggest future directions.
15. Effects of Consumer Envy on Attitudes Toward Peers
R. Justin Goss, Colorado State University, Pueblo*
David H. Silvera, University of Texas at San Antonio, USA
Jill Sundie, Virginia Tech, USA
We investigate the relation between envy, self-brand connection, and deservingness by examining the
effects of Malicious and Benign Envy on members of brand communities. Results indicate that
participants who are connected to a brand show Benign/Malicious Envy toward a higher status target who
is deemed worthy/unworthy of good fortune.
16. Materialism and Detectably Counterfeited Goods: The Mediating Role of Embarrassment
Alexander Davidson, Concordia University, Canada*
Marcelo Nepomuceno, ESCP Europe, France*
Michel Laroche, Concordia University, Canada
Previous research regarding the relationship between materialism and purchase intentions towards
counterfeited goods is inconclusive. In three studies, materialists feel more embarrassment and therefore
have reduced purchase intentions when buyterfeiting coun. However, counterfeits that cannot be detected
easily result in less embarrassment and therefore do not drive down purchase intentions.
17. Pharmaceutical Advertising and the Role of Hope
Marjorie Delbaere, University of Saskatchewan, Canada*
Erin Willis, University of Memphis, USA
Half of all DTC advertising money ($5 billion in 2009) goes toward drugs to treat chronic disease. Results
indicate that DTC ads for chronic disease drugs frequently employ an emotional appeal, and that positive
emotional appeals are more effective at activating hope in consumers living with a chronic disease.
18. How Embarrassing for You (and Me): The Nature of Vicarious Embarrassment
Alexander Ziegler, University of Kentucky, USA*
John Peloza, University of Kentucky, USA
Alexis Allen, University of Kentucky, USA
Lucas Hopkins, Florida State University, USA
Although embarrassment is regarded as a social phenomenon, vicarious embarrassment remains unstudied
in consumer research. Vicarious embarrassment is the emotion observers feel when witnessing an
embarrassing event. Thus observers cause, but also are affected by, embarrassment. We introduce blame
as a causal mechanism behind vicarious embarrassment.
19. The Biased Influence of Social Identification and Temporal Framing on Emotions and Partnership
Evaluations
Jesse King, Oregon State University*
Colleen Bee, Oregon State University
An experiment examines how identification with a group influences emotional responses and evaluations
of partners who have supported a group in the past or who pledge continued support in the future. Results
indicate that the temporal framing of messages supporting out-group (but not in-group) members must be
carefully considered.
20. When Disgust Puts You Down: The Effect of Disgust Exposure on Consumers’ Identity and
Compensatory Consumption
Elena Fumagalli, HEC Paris*
LJ Shrum, HEC Paris
Disgust has been shown to produce diverse behavioral responses. We examine how different disgust
typologies affect consumers’ identity and compensatory consumption. We find that all types of disgust
reduce feelings of personal power, and that two types (core and moral) increase charitable giving.
21. The Role of Hubristic and Authentic Pride in Brand Extension Evaluations
Nguyen Pham, Arizona State University, USA*
Naomi Mandel, Arizona State University, USA
This research investigates the influence of two facets of pride (hubristic and authentic) on evaluations of
brand extensions. We propose and find that hubristic pride (vs. authentic pride) promotes a holistic
cognitive processing style, leading to higher perception of brand extension fit and more favorable attitudes
toward brand extensions. The effect of hubristic (vs. authentic) pride on brand extensions was be more
pronounced with far extensions than with close extensions.
22. Effects of Time Horizons on Perceived Meaningfulness of Purchases: Interaction of Price and the
Consumption Types
Hyunjoo Im, University of Minnesota, USA*
Jayoung Koo, University of Minnesota, USA
Minjung Park, University of Minnesota, USA
The current study examines how consumers’ time horizon perspective affects their perceived
meaningfulness of experience and material purchases at two varying price levels. The results showed the
time horizon perspectives affect low-price experience purchases the most. Material purchases were
unaffected by the time horizon manipulation.
23. Improving Customer Well-Being through Two-Way Online Social Support
Tang Yao, School of Economics and management, Beihang University, China*
Qiuying Zheng, School of management, Beijing University of Chinese Medicine, China
Xiucheng Fan, Center of service marketing and management, Fudan University, China
This research aims to explore the direct impact of two-way online social support (giving vs. receiving) on
customer’s well-being in online healthcare communities and how the roles of two-way online social
support vary in improving a patient’s multi-dimensions of quality of life and change at different levels of
social exclusion.
24. Stereotype Threat Effect on Product Evaluation
Taehoon Park, University of South Carolina, USA*
The present study examined the effect of stereotype threat on product evaluation. Female participants
whose gender identification was activated by imagining transaction with a male salesperson showed
greater expected satisfaction with hedonic product than utilitarian product. Those who imagined with the
same-gender salesperson showed the opposite pattern.
02 Branding
25. Consumers and Their Celebrity Brands: How Narratives Impact Attachment through Communal
Relationship Norms
Bennie Eng, Marshall University*
Cheryl Burke Jarvis, Southern Illinois University
Despite pervasive consumer and marketer interest in celebrities, little is known about how they build
relationships with consumers. A theoretical model of celebrity brand attachment is developed based on
narrative transportation theory. Two experiments demonstrate that various celebrity brand narrative types
differentially affect relationship norm communality and, ultimately, consumer attachment.
26. The Reverse Underdog Effect
Kiwan Park, Seoul National University, Korea
Yae Ri Kim, Seoul National University, Korea*
The underdog brand positioning may not always work positively. The present research finds that the
negative consequence of the underdog effect is more pronounced when ethical transgressions take place as
opposed to the functional transgressions. More importantly, perceived betrayal is the underlying process
that results in negative attitudes toward brand.
27. The Effect of Color Harmony on Creative Cognition and Perceived Innovativeness of Brands
Nara Youn, Hongik University, Seoul, Korea*
Chang Yeop Shin, Hongik University, Seoul, Korea*
Angela Lee, Northwestern University, USA
Color studies in psychology have focused on the symbolic meanings of each color rather than their
interrelations. Color could also impact creativity through the disfluency of moderately disharmonious
color combinations. This research demonstrates that using moderate disharmony is more effective in
prompting creative thinking than any one color in isolation.
28. “Our” Brand’s Failure Leads to Out-Group Product Derogation
Boyoun (Grace) Chae, Temple University, USA*
Darren Dahl, University of British Columbia, Canada
Juliet Zhu, Cheung Kong Graduate School of Business, China
How would Toyota’s massive recall change Japanese’ attitudes toward foreign products? We find that
negative information of brands can threaten the group members’ social identity, which subsequently result
in derogation of out-group products. Importantly, we show that the communication source of the negative
information moderates the effect.
29. More Than Words: A Psycholinguistic Perspective on the Properties of Effective Brand Slogans
Brady Hodges, Texas A&M University, USA*
Caleb Warren, Texas A&M University, USA
Zachary Estes, Bocconi University, Italy
Effective slogans increase brand awareness and strengthen brand attitude. Taking a psycholinguistic
perspective, the authors contribute the first ever analysis on how the unique lexical, semantic, and
emotional properties of a slogan’s individual words combine to influence slogan recognition and slogan
liking.
30. Rejecting a Job Applicant Can Drive Away a Potential Consumer: Organization Brand Rejection
Wendy Yan, University of Manitoba, Canada*
Fang Wan, University of Manitoba, Canada*
Amitava Chattopadhyay, INSEAD, Singapore
This paper examines the interaction effect of the organizational rejection and applicants’ self-esteem on
their product evaluation and WOM intention as consumers. We found that high (vs. low) self esteem
individuals perceived rejection with detailed reasons to be less just, therefore, evaluated the products of
the rejecting company more negatively.
31. Luxury in the Eyes of the Beholder: Effectiveness of Luxury Appeals and Consumer Segments
Fang Wan, University of Manitoba, Canada*
Ray Lavoie, University of Manitoba, Canada*
Pingping Qiu, Monash University, Australia
Our work broadens the categories of luxury via our content analysis of luxury brand advertisements. We
then tested the effectiveness of the four luxury appeals among different consumer segments.
32. Ethical Private Label Brands: Understanding the Role of Extrinsic Quality Cues
H. Onur Bodur, Concordia University, Monteal, Canada
Maryam Tofighi, Concordia University, Monteal, Canada*
Bianca Grohmann, Concordia University, Monteal, Canada
Two experiments show that ethical attributes enhance consumer evaluations of retailers’ private label
brands in the presence of extrinsic cues signaling high quality (high price or high retailer reputation). In
contrast, they hurt brand evaluations in the context of extrinsic cues signaling low quality, (low price or
low retailer reputation).
33. Warm Brands as Relationship Partners: Social Exclusion and Consumer-Brand Relationships
Soyoung Kim, University of Alberta, Canada*
Sarah Moore, University of Alberta, Canada
Kyle Murray, University of Alberta, Canada
We focus on the social nature of brands by investigating the effect of social exclusion on consumers’
consumption and reconsumption of warm brands. We find that socially excluded consumers are more
likely to be emotionally attached to warm brands and are more willing to reconsume these brands.
34. Consumer Reactions to Brand Scandals: The Role of Brand Authenticity
Amélie Guèvremont, Université du Québec à Montréal (ESG UQAM)*
Bianca Grohmann, Concordia University
This study looks at the role of brand authenticity in understanding how consumers react to a brand
scandal. Results support the commitment hypothesis and indicate that high levels of brand authenticity
protect brands from the negative consequences of a scandal manifested through higher behavioral
intentions and more positive brand-related perceptions.
35. Thawing a Cold Shoulder with a Warm Brand
Suzanne Rath, Queen's University, Canada*
Laurence Ashworth, Queen's University, Canada
Can brands provide an alternative source of companionship in the wake of social rejection? Previous
literature implies that brands have a relational function; however, this question still remains unresolved.
The results provide initial support that individuals prefer and want to interact with warm brands after
recalling a prior experience of social rejection.
36. Brand Image Congruence through Sponsorship of Sporting Events: A Re-Inquiry of Gwinner and
Eaton (1999)
Eunseon (Penny) Kwon, University of Missouri, USA*
S. Ratneshwar, University of Missouri, USA
Eunjin (Anna) Kim, Southern Methodist University, USA
This re-inquiry of Gwinner and Eaton (1999) avoids a major methodological shortcoming of their study.
Results confirm that brand sponsorship leads to image congruence between sponsoring brands and
sporting events. Further, the results support the moderating role of high (vs. low) functional similarity, but
not high (vs. low) image-based similarity.
37. Balancing Nostalgia with Novelty in Managing Brand Revivals
Subimal Chatterjee, Binghamton University, USA*
M. Deniz Dalman, Saint Petersburg State University, Russia*
Our research addresses how best manager can balance comfort and novelty when harnessing nostalgia to
revive old brands. One laboratory study and one empirical study (box-office of film remakes) suggest that
comfort matters more than novelty for older rather than newer revivals and consumers experience
personal rather than historical nostalgia.
38. Is Less Really More? The Effects of Brand Logo Complexity on Preference and Consumption - A
Processing Fluency Perspective
Vera Bossel, Maastricht University, The Netherlands*
Kelly Geyskens, Maastricht University, The Netherlands
Martin Wetzels, Maastricht University, The Netherlands
Ko deRuyter, Maastricht University, The Netherlands
An investigation of the effects of logo complexity on consumer preference has shown that consumers
prefer simple and clean logos over more complex ones and that processing fluency drives this effect.
Moreover, processing fluency stemming from a simple logo design results in an increased consumption of
a snack food item.
39. Do Spacing and Valence Influence Brand Evaluations?
Hayden Noel, University of Illinois at Urbana-Champaign, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA*
This paper illuminates how the spacing of stimuli influences affective reactions. The findings indicate that
people prefer negative stimuli in massed presentation forms and positive stimuli spaced apart. Two
theories may explain this phenomenon: processing fluency and affective habituation. This research
enhances understanding of how adjacent ads influence advertisement/brand evaluations.
40. Moral Reasoning and Consumption Intent: The Impacts of Reasoning Process and Brand Crisis
Types
Liangyan Wang, Shanghai Jiaotong University*
Bing Han, Shanghai Jiaotong University
Xiajing Huang, Shanghai Jiaotong University
Ke Xue, Shanghai Jiaotong University
In this research, through two experimental studies, we find that people’s reasoning process, specifically
the process of moral decoupling vs. moral rationalization, and brand crisis types (performance-related vs.
performance-unrelated) can interactively impact trust toward firms and repurchase intentions for products
and services from these firms.
41. Exploring the Effects of Consumers’ Thinking Styles on Their Reactions to Corporate Strategic
Response to a Brand Crisis
Shijian Wang, Shanghai Jiao Tong University, China
Liangyan Wang, Shanghai Jiao Tong University, China*
Robin Keller, University of California, Irvine, USA
In this research, through two experimental studies, we find that a person’s thinking style, specifically
holistic versus analytic, and a firm’s crisis response apology emphasis (why vs. how) can interactively
impact a consumer’s perceived efficacy of the firm to respond to the crisis and impression or evaluation of
the firm.
42. 'Having It All' May Not Always Be Good: The Effects of Complementary Traits and Belief in a Just
World on Brand Evaluations
Steven Shepherd, Oklahoma State University, USA
Renaud Lunardo, Kedge Business School, France*
In two experiments, we provide evidence that non-complementary brands – those whose products have
monopoly on many of valued traits – are evaluated more negatively among people who value fairness and
justice. Such brands can be seen as unfair and violate consumer’s expectations regarding tradeoffs
between attributes.
03 Consumer Culture Theory
43. Affectual Assemblage: Consumption Text and Market Emergence
Gry Høngsmark Knudsen, University of Southern Denmark, Denmark*
Dannie Kjeldgaard, University of Southern Denmark, Denmark
This paper develops the concept of affectual assemblages to capture the emotional flows that emerge in
readings of commercial videos on YouTube. We argue that assemblage affords a realist perspective and
support the analysis of contingent aspects of market emergence through its awareness of agentic aspects
of texts and technology.
44. Contemplating Modern-Day Fetishism: Reflections on the Human-Object Hybrid
Ziyed Guelmami, Paris-Dauphine University, France*
This paper argues that fetishes, far from being enshrined ‘golden calves’, are often transformed everydaylife objects. Drawing on philosophy and anthropology, we propose that instrumentality is the heart of
fetishism. We rely on 17 in-depth interviews to show that fetishes are of two sorts: objective or subjective.
45. Towards a Broader Understanding of Online Trolling: A Practice Theoretical Perspective
Mathew Rex, Victoria University of Wellington, New Zealand
Angela Gracia B. Cruz, Monash University, Australia*
Yuri Seo, Victoria University of Wellington, New Zealand*
Despite growing interest in online consumer community conflict, online trolling and its community effects
remain under-theorized. A practice theoretical analysis conceptualizes online trolling as a constellation of
learning, assimilating, and transgressing practices. Online trolling further emerges as a practice with both
negative and positive community effects.
46. Wax Spinning, Turning Knobs, Blasting Speakers: An Actor-Network Theory Approach to
Understanding Consumer Experience in Night Clubs
Hedon Blakaj, Aalto University, Finland*
Drawing on ethnography and IActor-Network Theory, this work aims at exploring the relationship
between pre-congnition and materiality in understanding consumer experiences in night clubs.
47. Chinese Consumers and Their Pets: Pet Consumption in Urban China
Haibo Xue, East China Normal University, China*
Guoqun Fu, Peking Uiversity, China
Xin Zhao, University of Nebrask-Lincln*
Extant research on pet consumption examines relationships between pet owners and their pets in Western
cultures. We take a longitudinal perspective and investigate the changing meanings of pet consumption in
urban China, where pet ownership has shifted from being stigmatized as a wasteful activity to a desired
lifestyle choice.
48. “Owning Community: Social Class and Consumption in a New Urban Neighborhood”
Meredith Thomas, University of Wisconsin - Madison, USA*
Thomas O'Guinn, University of Wisconsin - Madison, USA
This study investigates the production and consumption of traditional community in a New Urban
neighborhood. We explore the ways in which social stratification may threaten or reinforce the ideal of a
neo-traditional community, and the role of conspicuous consumption in influencing consumer perceptions
of the collective neighborhood identity.
49. … And Here Are Pictures of My Last Vacation! Investigating the Disclosure of Personal
Information of Entrepreneurs in Online Marketplaces
Andrea Lynn Phillips, University of Nebraska-Lincoln, USA*
Meike Eilert, University of Nebraska-Lincoln, USA
James W. Gentry, University of Nebraska-Lincoln, USA
Using grounded theory, we investigate how creator-entrepreneurs disclose personal information to create
value and connect with customers via personal branding. We find that these entrepreneurs disclose
multiple types of personal information, following five strategies, with the two distinct motivations of
promoting their specific products and promoting themselves as individuals.
50. Co-Creating a Sustainable Community
Eric Li, University of British Columbia, Canada*
Carey Doberstein, University of British Columbia, Canada
Ross Hickey, University of British Columbia, Canada
Sumeet Sekhon, University of British Columbia, Canada
Keith Culver, University of British Columbia, Canada
Urban development is driven by policy makers, market agents, and consumers. This study shows how
multiple stakeholders engaged in co-constructing the future of a community. Three emerged themes, sense
of empowerment, balance and fit, and envisioning change captured the multiplicity of stakeholders’
responses in the development of a sustainable community.
51. Democratization of Fashion: A Study of Co-Creation of Cultural Heritage
Eric Li, University of British Columbia, Canada*
Wing-sun Liu, Hong Kong Polytechic University*
Viahsta Yuan, University of British Columbia, Canada
Elita Lam, Hong Kong Design Institute
Magnum Lam, Technological and Higher Education Institute of Hong Kong
This paper examines how fashion designers incorporate cultural heritage in their designs. Through
analyzing four Chinese fashion brands we identified three themes that related to the co-creation of
heritage and aesthetics, and the democratization of fashion. Our study advances the current understanding
of fashion and cultural heritage in the marketplace.
52. Assembling a Voice of a Generation
Katherine C. Sredl, Loyola University Chicago, USA*
Linda Tuncay Zayer, Loyola University Chicago, USA
Catherine Coleman, Texas Christian University, USA
Marie-Agnes Parmentier, HEC Montreal, Canada
This research extends theory on single serial brands, audiences at the aggregate level, and brand
assemblage, disassemblage, and reassemblage. We ask how fans and non-fans of the HBO show GIRLS
disassemble the show’s brand narrative across social media platforms. Then, we explore how the brand
reassembles through incorporating on-line disassembly.
53. Selfie Me. I Am (Micro) Celeb!: Understanding the Role of Micro-Celebrity Practice in Selfie
Culture
Vimviriya Limkangvanmongkol, University of Illinois at Chicago, USA
Benet Deberry-Spence, University of Illinois at Chicago, USA
Akon E. Ekpo, Rutgers University, USA
Lez Trujillo Torres, University of Illinois at Chicago, USA
M. Eda Anlamlier, University of Illinois at Chicago, USA*
This research aims to explore the celebrification within social media environment by focusing on the role
of microcelebrity practice in selfie culture. Using qualitative methods, selfie photos from highly followed
Instagram accounts are analyzed. Preliminary result shows that Instagram microcelebrities do not fall into
the model of microcelebrity as previously discussed.
54. How Collectors Collect: Towards a Collecting Continuum
Navdeep Athwal, University of Sheffield, UK*
This research develops a multifaceted perspective on collecting behaviour by moving away from general
conclusions and broad statements concerning all collectors. Through an extensive ethnographic analysis, a
collecting continuum is presented, revealing the complex and diversity nature of collectors, their levels of
interest and motives.
55. Where Are All the Black Women? A Look Inside the Misrepresentation and Underrepresentation of
Black Women in Modern Marketing Campaigns
Alexandria Clark, Claflin University, USA*
Na Xiao, Laurentian University, Canada
Black women have been misrepresented and underrepresented in marketing campaigns, advertisements,
and agendas. The objective of this research is to analyze the roots and causes of this phenomenon and how
can this lack of representation be corrected. A focus group study was conducted.
56. Understanding Adolescent Smoking in an Emerging Market
Meghan Pierce, La Salle University, USA*
Adolescent smoking is influenced by a complex set of interacting conditions, including contextual factors
such as peer influence and environment. This study aims to explore the unique experiences of adolescents
in an emerging market, where smoking rates are 47.8%. Qualitative techniques are employed to better
understand local and cultural context.
57. The GroupSolver Method for Quantifying Qualitative Research
Aarti Ivanic, University of San Diego, USA*
Claudiu Dimofte, San Diego State, USA*
Maros Ivanic, GroupSolver, Inc.
Rasto Ivanic, GroupSolver, Inc.
To address complaints about qualitative techniques’ perceived lack of rigor and reliability, we introduce a
novel method of assessing qualitative (i.e., verbal) consumer feedback that we argue provides for a more
parsimonious and straightforward way to quantify this feedback in both academic and applied marketing
contexts.
58. Mythological Dairy Connections to Nature and Rural Life
Jack Tillotson, Aalto University, Finland*
Diane Martin, Aalto University, Finland
This ethnographic study explores the mythological foundation of dairy consumption in Helsinki, Finland.
Implications of the study include the need to recognize the nature/culture binary in westernized urban
environments. Understanding other modes of figuration that emerge within society advances consumer
research on product and brand attachment.
59. How Actors Change Institutions: Institutional Entrepreneurship in Emerging Markets
Marcus Klasson, Lund University, Sweden*
Consumers need inspirational liaisons that are co-creating the infrastructures of emerging markets. This
ethnographic inquiry develop a better understanding of the process from by which individual consumers
become institutional entrepreneurs, and secondly, puts forth the internal contradictions that these
individuals have in relation to other stakeholders.
60. Subcultures as a Learning Community and Sites of Education: Subcultural Schooling for Social
Change
Emre Ulusoy, Youngstown State University, USA*
Subcultures are educational sites for social learning and ideological awakenings, yielding to gradual
disjunction from the mainstream. Subcultures offer consumers an exciting, effective, and multiperspectival learning experience by incorporating aspects of identity construction, social imagination and
interaction, critical mindset, presentationality and creativity into this mutual learning process for social
change.
61. Cosplay in Gender Troubles
Alexandre Tiercelin, Université de Reims Champagne-Ardennes, France*
Marion Garnier, Université de Lille, LSMRC- M.E.R.C.U.R., France*
In the early 2000’s, Butler challenged the notion of gender through transsexualism. As the so-called
“Gender Theory” echoes in France, this research questions Butler’s work through cosplay. This
undergoing study refers to gender studies, geek culture, in the light of CCT and uses netnography and
ethnography for data collection.
62. Cowgirls: A Gendered Western Lifestyle
Mary Celsi, California State University Long Beach, USA*
Doan Nguyen, California State University Long Beach, USA
Sayantani Mukherjee, Central Washington University, USA
Ownership and mastery of a horse are the central narrative elements that connect horsewomen who selfidentify as cowgirls to Wild West mythology. Our research describes how Western mythology, long-term
experience with horses, and the microculture of Western horse sports, create a crucible where traditionally
masculine and feminine qualities – tough and tender – can be fully integrated into feminine identities.
63. Paternity Leave in Sweden: Heaven or Hell? Exploring the Linkages between Gender Ideologies
and Consumers' Identity Positions
Jacob Ostberg, Stockholm University, Sweden*
This paper uses the empirical example of fathers’ parental leave in Sweden to theorize the linkages
between state policies on an ideological level and consumers’ identity work. By contrasting to North
American studies we see how state interventions can simultaneously limit and enable potential subject
positions.
64. Playing Video Games as a Consumption Experience
Henri Kemppi, University of Turku, Finland*
Conceptualizing the consumption experience in the context of video games requires connecting multiple
lines of research across several disciplines. The main theoretical contribution is the inclusion of a more
holistic view, where the possible influences of the devices used to consume the game content are also
considered.
65. “Am I Fair and Lovely” Indian Children’s Perceptions of Physical Attractiveness and Their Links
with Materialism
Tabitha Thomas, University of Otago, New Zealand*
Kirsten Robertson, University of Otago, New Zealand
Maree Thyne, University of Otago, New Zealand
We examine Indian children’s perceptions of beauty and their links with materialism. Preliminary findings
reveal that children like adults in India associate beauty with being thin, tall, and fair skinned, and
perceive that attractive people have more possessions than others. We recommend a social marketing
campaign to promote inner beauty to help change beauty stereotypes.
66. Collaborative Consumption in Emerging Economies: Insights from the Egyptian context
Ayat Yehia, Neoma Business School, France*
Nacima Ourahmoune, Kedge Business School, France*
Collaborative consumption (CC) and sharing concepts are a growing research area. To contribute an
original perspective, we investigate a CC phenomenon in an under-researched context, that of emerging
economies. The preliminary findings help explain to what degree utilitarian vs. Communal purposes
motivates an access-based phenomenon.
67. Nostalgic Reading Practices: An Online Case Study
Lois Shedd, Monash University, Australia*
Jan Brace-Govan, Monash University, Australia
Colin Jevons, Monash University, Australia
This paper investigates the role of materiality in nostalgic reading experiences through an explora-tory
analysis of online consumer reviews of a backlist young adult book series. It finds that although
materiality does play a role in consumers’ experiences, access to the story contained within the book is
their primary concern.
68. Comparison of the Characteristics of Organic Consumers in Korea by Sales Channels
Cheolho Song, Seoul National University, South Korea*
Ikhoon Jang, Seoul National University, South Korea*
Young Chan Choe, Seoul National University, South Korea
Sung Ho Park, Rural Development Administration, South Korea
Despite the importance of sales channels for understanding consumer behavior, few researches on organic
consumers in terms of sales channel were conducted. By using purchase data and conducting a survey
asking their socio-demographic factors and food-related motivations, we reveal the different
characteristics of Korean organic consumers in each sales channel.
69. Social Networking Sites and Expatriates’ Transition: A Key Resource in a Learning Process
Laetitia Mimoun, HEC Paris, France*
Tina Lowrey, HEC Paris, France
This research situates social networking sites (SNSs) among other learning modes to distinguish SNSs’ as
a key resource for expatriates’ adjustment. Using qualitative data, it explores how SNSs’ characteristics
enable both expatriates’ learning of cultural, social, and consumer competencies, and expatriate
communities playing their teaching role on a larger scale.
70. The Work of Mapping and the Mapping of Work: Prosumption, Psychological Ownership, and
User Citizenship in Crowdsourced Maps
Aron Darmody, Suffolk University, USA*
Mujde Yuksel, Suffolk University, USA*
Meera Venkatraman, Suffolk University, USA*
Through an in-depth qualitative analysis of a crowdsourced nautical mapping technology we unravel
dynamics among prosumer work, psychological ownership, and user citizenship in crowdsourcing.
Identifying four user personae, we provide insights into the consumer-producer divide, or lack thereof, in
a privatized digital commons.
71. Every Crowd Has a Silver Lining: Consuming in Crowds as Micro-Organization Strategy for Social
Change
Maíra Lopes, Stockholm University, Sweden*
Mikael Andéhn, Aalto University, Finland*
Anna Felicia Ehnhage, Stockholm University, Sweden*
Crowdfunding can be taken to represent a shift from consumption as individual to collective engagement
in consumption. Approaching participation in crowdfunding projects through the lens of crowd-level
agency, crowdfunding engagement is explored as a potential for constructive countervailing action on the
market by using the example of a civic crowdfunding project.
04 Financial Decisions
72. The Surprising Effect of Store-Branded Credit Cards on Consumers’ Purchasing Behaviors
Samer Sarofim, University of Kansas, USA*
Promothesh Chatterjee, University of Kansas, USA
Contrary to retailers’ main objectives, this research provides evidence that store (vs. regular) card users
are less willing to pay for future purchases, show less total expenditure in shopping bags, are less engaged
in impulsive purchasing, and are less likely to purchase discounted products from the card-issuing store.
73. The Path to Financial Peace: Understanding Cultural Meanings Within The Anti-Consumer Debt
Subculture
Nicholas Pendarvis, University of South Carolina, USA*
Mitch Murdock, University of South Carolina, USA*
David Crockett, University of South Carolina, USA
This research uses qualitative methods to examine the sociocultural factors and discursive processes
involved as an emerging consumer subculture simultaneously abandons traditional markers of high status
in Western society (e.g., large homes, expensive cars) and supplants these consumption objects and their
associated meanings with practices that represent “debt-free living.”
74. Effects of Disfluency versus Fluency of Price Promotions on Product Preference and Choice
Scott Motyka, Northeastern University, USA*
Rajneesh Suri, Drexel University, USA
Dhruv Grewal, Babson College, USA
Chiranjeev Kohli, California State University at Fullerton, USA
Literature suggests that fluent information is preferred by consumers, and guides purchases. However
processing disfluency literature suggests that increased effort required for disfluent promotions will lead
to deeper processing and choice. Six studies (lab and field) demonstrate support for these predictions with
disfluency effects enhanced for those with high NFC.
75. Empowered: The Psychological Effect of Empowerment Messages on Consumers’ Behavioral
Intentions in Crowdfunding
Carina Thürridl, Wirtschafts University, Austria*
Bernadette Kamleitner, Wirtschafts University, Austria
We explore how project initiators in crowdfunding may use empowerment messages to turn consumers
into investors. A 2x5 mixed factorial experiment reveals that empowerment increases psychological
ownership, which in turn positively impacts consumers’ willingness to fund. Our findings are equally
important for theory and practice and may inspire further research.
76. Money or Power? Power Promotes Costly Punishment of Unfair Behavior
Jen Heewon Park, New York University, USA*
Petra C. Schmid, New York University, USA
David M. Amodio, New York University, USA
The present research examined how manipulated power affects monetary decisions within Ultimatum
game. Results showed that high power decreased acceptance rate for slightly unfair offers. We conclude
that power may increase a person’s willingness to pay a price in order to maintain power and to fulfill the
high-power role.
77. The Influence of Implicit Self-Theories on Financial Risk Seeking
Dipankar Rai, LeMoyne College, Syracuse-NY, USA*
Chien-Wei Lin, SUNY-Oneonta, Oneonta-NY, USA
Magdoleen Ierlan, LeMoyne College, Syracuse-NY, USA
Three studies show that incremental theorists who believe that personality traits are malleable prefer
riskier options than entity theorists who believe that they are fixed. This is because incremental (entity)
theorists are more promotion focused (prevention focused). This effect is moderated by expert
recommendations.
78. Interest-Free Financing Deals: How Different Labels Impact Consumers’ Preferences for Preversus Postpayment
Johannes C. Bauer, University of St. Gallen, Switzerland*
Vicki Morwitz, New York University, USA
Research has shown that people prefer to prepay for certain products even if there were no financing
charges. We demonstrate that labeling an interest-free financing offer as a 0% APR special financing
promotion can increase consumers’ demand for credit and that this “labeling” effect is particularly strong
for experiential goods.
79. Price Framing and Choice Order Effects in Bundle Customization Decisions
Johannes C. Bauer, University of St. Gallen, Switzerland
Tim Michael Böttger, University of St. Gallen, Switzerland*
This research demonstrates that consumers’ satisfaction with a customizable bundle depends on (1)
whether the choice options for the bundle components are presented simultaneously or sequentially and
(2) whether (or not) detailed segregated prices for all choice options are provided in addition to the total
price of the bundle configuration.
80. The Silver Lining of Feeling Stereotyped: Increasing Saving Behavior Among Future-Oriented
Young Adults
Jin Myoung Kim, Seoul National University, South Korea
Jinwoo Kim, Seoul National University, South Korea*
Kyoungmi Lee, Seoul National University, South Korea
This research investigates the interactive effect of stereotype and future orientation on saving behavior of
young adults. We found that when young adults high in future orientation (vs. those low in future
orientation) thought about negative (vs. positive) stereotypes regarding their meaningful social groups,
they chose to contribute larger proportions of their incomes to their individual retirement accounts (study
1). Moreover, future orientation increased saving (vs. spending) intentions of negatively stereotyped
individuals only when the individuals strongly (vs. weakly) identified with the stereotyped groups (study
2).
81. The Influence of Categorical Framing on Budgeting
Note: Poster is not being presented
Miaolei Jia, National University of Singapore, Singapore*
Xiuping Li, National University of Singapore, Singapore
Leonard Lee, National University of Singapore, Singapore
Consumers tend to set higher budgets for their next-month expenditure when they explicitly budget for
component categories of consumption than when they simply set an overall budget. Contrary to the
prediction of prior research, under categorical (vs. overall) framing, consumers’ self-reported actual
spending deviated most from their budgets.
82. The Moderating Role of Financial Education on the Relationship Between Materialism and
Consumer Credit Default
Mateus Ponchio, Escola Superior de Propaganda e Marketing, Brazil*
In this study, we demonstrate the moderating role that financial education plays in the relationship
between materialism and consumer credit default. This research contributes to the psychology of
materialism and debt and provides evidence that financial education is a promising intervention strategy to
improve consumers’ financial well-being.
83. Dynamic Bundling: An Alternative Pricing Approach
Wenjing Li, University of Kentucky, USA*
David Hardesty, University of Kentucky, USA
Although the dynamic pricing strategy can increase profitability, it also arouses consumers’ unfairness
perceptions. The current research demonstrates that bundling can be used in combination with a dynamic
pricing strategy to create a new strategy, dynamic bundling, to reduce the likelihood of arousing
consumers’ unfairness perceptions.
84. Two Facets of Narcissism and Compulsive Buying
Sunghwan Yi, University of Guelph, Canada*
Roisin O'Connor, Dalhousie University, Canada
Although recent psychology research indicates that overt and covert narcissism are distinct facets of
narcissism, the association between covert narcissism and compulsive buying has not been recognized. In
this study, we simultaneously investigated the association between covert narcissism vis-à-vis overt
narcissism and compulsive buying.
85. Do Response Time Measures of Gambling-Related Cognitions Predict Gambling Behaviour?
Sunghwan Yi, University of Guelph, Canada*
Sherry H. Stewart, Dalhousie University, Canada
Melissa Stewart, Dalhousie University, Canada
Implicit measures of cognition are most useful for predicting addictive consumption behaviors that are
hard to resist. In this study, we assessed the extent to which response time measures of reward and relief
outcome expectancies associated with gambling predict gambling behavior.
86. Not Opening the Envelope: The Role of Emotions and Information Avoidance in Debt
Management
Anna Custers, University of Oxford, UK*
Consumer indebtedness is a growing concern. A puzzle observed in debt management strategies is that a
large portion of consumers ignore or avoid part of their debt. Using a cross-sectional dataset of overindebted individuals, this research provides preliminary evidence for a theoretical framework in which
higher levels of problem debt increase information avoidance, through negative emotions such as
unhappiness, anxiety or stress associated with that problem debt.
87. The Impact of a Price Floor on Pay What You Want
Broderick Turner, Florida International University, USA*
The purpose of this study is to investigate how the pricing strategy of pay-what-you-want (PWYW) is
impacted by a price floor. Results revealed that the price floor predicted PWYW in spite of the internal
reference price.
88. Perceived Price Fairness of Targeted Price Promotions
Lan Xia, Bentley University*
Kent Monroe, University of Illinois at Urbana-Champaign, USA
Examining from the perspective of consumers who are not targeted for a price promotion, we find that it
has a negative effect on fairness perceptions. This effect is mediated by relational identity and moderated
by degree of promotion selectivity, effort of the targeted customer, and the basis for the targeting.
89. Framing Effects on Individuals' Allocation Behavior
Sunaina Shrivastava, University of Iowa, USA*
Gaurav Jain, University of Iowa, USA*
Gary Gaeth, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA
We investigate how Context and External-focus/Internal-focus framing influences allocation behavior.
Individuals allocate more money to others when External-focus framing shifts the focus from themselves
to another individual and allocate less when Internal-focus framing reinforces the focus on themselves.
These effects are moderated by the ‘asymmetry in this self-other salience’.
05 Food and Nutrition
90. Would You Like a Bite?: Males' Preferences for Dessert Advertisements with a Bite Mark
Donya Shabgard, University of Manitoba, Canada*
Kelley Main, University of Manitoba, Canada
Does the portrayal of food influence our perceptions based on whether the advertisement shows it cut,
bitten, or whole? Male participants with no dieting experience and those with previous dieting experience
significantly differed on product attitudes, purchase intentions, and expectations of product taste across
the pictures whereas women did not.
91. The Influence of Pictures and Text on Food Consumption: A Construal Level Perspective
Denise Buhrau, Stony Brook University, USA*
Recent research suggests that presentation format affects how people process food information (e.g.,
Amit, Algom, et al. 2009; Carnevale, Fujita, et al. 2014). We investigate the influence of presentation
format of food items on evaluation on consumption intentions among individuals who differ in their level
of health consciousness.
92. Mindless Eating vs. Mindless Serving: Distraction Level Matters with Self-Serving, Not with PrePlating
Aner Tal, Cornell University, USA*
Brian Wansink, Cornell University, USA
We compare the influence of distraction level on food consumption when self-serving and pre-plating.
Distraction level increases consumption when consumers serve themselves, not when receiving set
portions. This is because mindless eating occurs even under low distraction, whereas serving may be more
controlled and so more susceptible to distraction level.
93. The Role of Peer Identification in Shaping the Healthy-Eating Beliefs of Children
Kafia Ayadi, NEOMA Business School, France*
Adilson Borges, NEOMA Business School, France*
This research investigates how peers influence children’s beliefs about healthy food. Results show that
children modify their beliefs according to the identity that is activated: a consistent social identity with
that of their peers helps children avoid group exclusion. These identities influence the way children
process information about healthy food.
94. Of Two Minds About Eating: How Thin Human-Like Sculptures Help to Resist Tempting Food
Aline E. Stämpfli, University of Bern, Switzerland*
Thomas A. Brunner, Bern University of Applied Sciences, Switzerland
Claude Messner, University of Bern, Switzerland
Sabrina Stöckli, University of Bern, Switzerland*
Two studies indicate that a subtle environmental cue, a screensaver showing an artwork with thin humanlike figures by Alberto Giacometti, activates a weight-related eating motive and reduces the intake of not
only tempting unhealthy, but also healthy food. The cue particularly influences restrained eaters.
95. The Impact of Large versus Small Menu Size on Calorie Estimation
Yong Kyu Lee, York College, City University of New York, USA*
Junghyun Kim, Virginia Tech, USA*
Paul Herr, Virginia Tech, USA
In this research, we propose that the number of items on a food menu systematically influence consumers’
calorie estimation. We demonstrate that consumers estimate a food item’s caloric content as greater when
presented in a large (in terms of number of items) menu than in a small menu.
96. The Nobility of The “Yuck” Response: The Hidden Motivation Underlying Counterhedonic Food
Consumption
Zhe Zhang, University of Houston, USA*
Vanessa Patrick, University of Houston, USA
We propose that consumption of “non-tasty, but beneficial” foods is driven by a counterhedonic (versus
homeostatic or hedonic) eating pathway. We showcase the unique emotional transformative experience of
moving from disgust to moral nobility that characterizes the counterhedonic consumption process and
demonstrate the emergence of a virtuous self post-consumption.
97. Change in Horizon, Change in Food Attitudes? The Impact of Horizon Positioning in Food
Advertising
Gudrun Roose, Ghent University, Belgium*
Maggie Geuens, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
This study explores whether the positioning of the horizon in panoramic ads affects food attractiveness.
We propose that (un)healthy food may benefit from panoramic appeals showing a low (high) horizon
because both, a (un)healthy food and a low (high) horizon, induce abstract (concrete) construal and as
such generate processing fluency.
98. Just Add Seeds: Do Healthy Additives Transform Indulgences Into Health Foods?
Aner Tal, Cornell University, USA*
Brian Wansink, Cornell University, USA
Can the health halos of healthy additives affect health judgments of unhealthy foods? An exploratory
study examines whether adding healthy additives to indulgent foods can make them appear healthier and
less calorie. Seeds (Chia, Flax) appear particularly potent at improving health perceptions. Healthy
additives may bias health perceptions, increasing consumption.
99. Shifting Regulatory Foci and Consumer Decision-Making
Mehdi Mourali, University of Calgary, Canada*
Frank Pons, Euromed Business School, France
Two studies explore the impact of shifting from a promotion to a prevention orientation and vice versa on
consumer decision-making. The findings indicate that shifting from promotion to prevention focus leads
to an immediate increase in vigilance, whereas shifting from prevention to promotion focus does not
immediately reduce vigilance.
100. Crispy Chips Or Spinach Dips, Which One Do You Crave More? Understanding Consumers’
Deep Respect For Their Favorites
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA*
Theodora Avramidis, Pennsylvania State University-Harrisburg, USA
The current research suggests that consumers’ long-term orientation may impact their decisions to save
the best for last. Results show that, when given the option, long-term oriented consumers may be more
likely to be patient and savor their favorite item last, rather than starting with their favorite one.
101. Eating Fast, Risking More: Fast Food Priming and Preference for Risky Options
Alessandro Biraglia, University of Leeds, UK*
Irene Bisignano, University of Rome "La Sapienza", Italy
Lucia Mannetti, University of Rome "La Sapienza", Italy
J. Joško Brakus, University of Leeds, UK
In two experiments we investigate how exposure to fast food priming influences impulsiveness in choices
not related to the eating domain. Study 1 examines how respondents recalling their experiences in a fast
food prefer immediate (but smaller) monetary gains. Study 2 extends the effect to diverse and more risky
choices.
102. Willingness to Eat Insects as Food is Predicted by Disgust Sensitivity and Cooking
Eric Hamerman, Iona College, USA*
Eating insects is one solution to the problem of feeding an increasing world population. However,
Western consumers perceive eating insects as disgusting. Priming consumers to think about the process of
cooking as transformative makes people more willing to eat insects, but only for individuals with low
sensitivity to animal-reminder disgust.
06 Information Processing and Persuasion
103. Red Flag! The Effect of Fake Reviews on Consumer Evaluations
James Kim, University of Maryland, USA*
Jared Watson, University of Maryland, USA*
Amna Kirmani, University of Maryland, USA
Consumer review websites are flagging suspicious reviews to boost website credibility. We investigate the
consequences of these flagged reviews on consumer evaluations of the brand and the website. Findings
suggest that while consumers compensate for the flag on brand evaluations, such flags may harm website
evaluations.
104. Communication Strategies for Conveying a Partial Reduction in Negative Product Attributes
Lei Su, Hong Kong Baptist University, China*
Chi Wong, Chinese University of Hong Kong, China*
Pong Yuen Lam, Chinese University of Hong Kong, China*
The results of four experiments show that the communication of partially reduced negativity of a product
attribute will lead to higher (lower) product evaluations among consumers who are incremental (entity)
theorists. This communication effect is mediated by confidence in the reduced negativity information, and
moderated by the framing of the information.
105. “Me, Myself and I”: When Talking About Yourself Enhances Your Word-of-Mouth
Simon Quaschning, Ghent University, Belgium
Erlinde Cornelis, San Diego State, USA*
The current research investigates how review content – the difference between first-person reviews and
impersonal reviews – can affect review helpfulness. Results show that people with a utilitarian goal find
first-person reviews more helpful, caused by an increased perceived reviewer similarity. This effect,
however, disappears when the consumer’s goal is hedonic.
106. The Dangers of Grouping Countries into Cultural Clusters: Investigating Between and Within
Cultural Variations in Information Processing Styles and Its Consequences For Advertising
Ann-Kristin Rhode, ESCP Europe, France*
Ben Voyer, ESCP Europe, France*
Whether and how advertising should be standardized within and across cultures remains an unanswered
question. We challenge the assumption of a uniform pan-Asian holistic attentional bias and suggest that
advertising strategies for geographic regions rather than countries might be problematic given the effect of
language structure on information processing styles.
107. Attitudinal Ambivalence: How Is It Stored In Memory?
Amit S. Singh, Ohio State University, USA*
H. Rao Unnava, Ohio State University, USA
An important consideration in addressing ambivalence in consumers is how consumers represent
ambivalence in their minds. Two studies show that dominant and conflicting reactions to objects are
stored together in people's minds. Two additional planned studies investigate whether retrievability and
situational irrelevance of conflicting reactions affect felt ambivalence.
108. The Word of a Power Holders’ Mouth
Michelle van Gils, KU Leuven, Belgium*
Derek Rucker, Northwestern University, USA
Andrea Weihrauch, KU Leuven, Belgium
Through five studies we provide insights into the relationship between power and word of mouth (WOM)
by showing that power moderates people´s tendencies to refrain from transmitting negative WOM, and by
showing that people value WOM from a power holder more than WOM from people of equal or lower
power.
109. Does Review Structure Matter? How Narrative or Pros-Cons Review Influences Review Content
Chunyu Li, Lingnan University, Hong Kong*
Yu-Jen Chen, Lingnan University, Hong Kong
We examine how different product reviewing processes may influence the review content. We suggest
that a narrative review process is more likely to induce polarized valence content than a pros-cons review
process. We suggest that this is because of the activation of self-enhancement goal under a narrative
review process.
110. Who Said Everyone Likes This Movie? How Tie Strength Impacts the Influence of Consensus
Words on Product Perceptions
Ann Kronrod, Michigan State University, USA*
Jeff Lee, Massachusetts Institute of Technology, USA*
Two studies suggest that weak ties (casual acquaintances) who use consensus words in product
descriptions (e.g. “everyone,” “everybody”) are more influential than strong ties (close friends) because of
perceived generalizability of the product (how many people actually use it). This effect is most expressed
in publicly consumed goods.
111. My Story Could Be Your Story: Underdog Employees in Services Advertising
Chun-Ming Yang, Ming Chuan University, Taiwan*
Yu-Shan Athena Chen, National Chengchi Uniersity, Taiwan*
Given the importance of employee in services advertising, two studies (one laboratory and one field
study) demonstrate that underdog employee stories, just like underdog brand biographies, have positive
effects on consumer’s brand attitude and actual purchase behavior because consumer has higher
identification with the employee. We also examined the unexplored moderating effect of personal power
distance belief (PDB) in the relationship between employee stories and identification.
112. Two-Sided Messages in the Retail Context: The Role of Prior Attitudes Toward the Brand
Tito Luciano Hermes Grillo, Universidade Federal do Rio Grande do Sul, Brazil*
Cristiane Pizzutti dos Santos, Universidade Federal do Rio Grande do Sul, Brazil*
Kenny Basso, Faculdade Meridional, Brazil
Researchers suggest that two-sided persuasion is particularly effective when communicating to consumers
with negative prior brand attitudes, but few studies have empirically examined this proposition. This study
shows that two-sided messages increase perceived salesperson trustworthiness only when consumers have
positive attitudes and decrease purchase intentions of consumers with negative attitudes.
113. How the Facebook Usage of Music Celebrities Impacts Streaming and Sales of Digital Music
Marcelo Nepomuceno, ESCP Europe, France*
Stephanie Collet, ESCP Europe, France*
Luca M. Visconti, ESCP Europe, France*
This study investigates how the Facebook usage of music celebrities impacts streaming and sales of
digital music. In particular, we investigate how the posts’ content influence streaming, sales and
engagement (likes, shares and comments). We found the types of Facebook post that strongly influence
engagement, streaming and digital sales.
114. The Effects of Subjective Probability Estimates on Consumer Evaluation of Advertising Messages
from a Construal Level Perspective
Ohyoon Kwon, Keimyung University, Korea
Jung-Ah Lee, Korea University, Korea
Eunji Lee, Korea University, Korea
Jang Ho Moon, Sookmyung Women's University, Korea
Tae Rang Choi, The University of Texas at Austin, USA*
This research investigates the effect of estimated probability on attitudes toward advertisements and
behavioral intentions Results indicate that when individuals estimate that an event is less (more) likely to
occur to them, a desirability-focused (feasibility-focused) ad message associated with the event is more
persuasive than a feasibility-focused (desirability-focused) ad message.
115. POSTER WITHDRAWN
116. Apology or Denial? How Stability Attribution Affects Consumer Distrust Towards the Firm
Haichuan Zhao, USTC-CityU Joint Advanced Research Center, University of Science and
Technology of China, City University of Hong Kong, Hong Kong*
Lan Jiang, City University of Hong Kong, Hong Kong
Chenting Su, City University of Hong Kong, Hong Kong
Zhongsheng Hua, University of Science and Technology of China, China
This research explores how social account can mitigate distrust caused by violation.Study1 shows that
apology be better when violation is competence based, and denial be better when violation is integrity
based,and perceived stability as the underlying mechanism.Study 2 shows remedial action plan can affect
the choice of social accounts.
117. Real or counterfeit? Drivers, deterrents and coping mechanisms against online consumer
deception
Ludovica Cesareo, Sapienza University of Rome, Italy*
Barbara Stoettinger, WU Vienna, Austria
Alberto Pastore, Sapienza University of Rome, Italy
Merchandise deception is the most common type of online fraud. This study joins evidences from
consumers’ experience with deceptive counterfeits online with the reference literature on perceived risks,
e-trust and online deception to develop a causal model linking determinants, deterrents and coping
mechanisms of consumers exposed to online merchandise deception.
118. When Parts form the Whole: Memory Conservation leads to Enhanced Attitude
Gaurav Jain, University of Iowa, USA*
Sunaina Shrivastava, University of Iowa, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
Gary Gaeth, University of Iowa, USA
We show that individuals have enhanced attitude towards a target object, formed as a whole when its
individual parts combine, when compared to the attitude towards the whole object in totality. We posit a
memory conservation based process for the observed increase in attitude towards the target.
119. Construal Level as a Strategy to Cope with Ambivalence
Mijung Park, Northwestern University, USA*
Miguel Brendl, Northwestern University, USA
We examine constural-levels as a coping strategy to deal with uncomfortable feelings associated with
ambivalence. People with high desire for control (DC) benefit from adopting high-level construals, while
people in low DC benefit from low-level construals, because people feel unpleasant about ambivalence
for different reasons depending on level of DC.
120. Consumer Responses towards Limited-Time vs. Limited-Quantity Scarcity Messages in Price
Promotions
Hsuan-Yi Chou, National Sun Yat-sen University, Taiwan*
Hsin-Hsien Liu, National University of Kaohsiung, Taiwan
Shao-Hua Chen, National Sun Yat-sen University, Taiwan
This study investigates the relative effects of limited-time versus limited-quantity scarcity messages in
price promotions on consumers’ behavioral intentions and brand evaluations, and examines possible
internal mechanisms. The moderating effects of product types and consumer regulatory focus are also
explored. The findings contribute to restricted promotion research and practices.
121. GREAT, Umm, *Eyeroll*: Textual Paralanguage and Its Implications for Brand Communications
Andrea Webb, University of Wisconsin - Madison, USA*
Joann Peck, University of Wisconsin - Madison, USA
Victor Barger, University of Wisconsin - Whitewater, USA
In this research, we investigate the effects of paralanguage, the ancillary meaning- and emotion-laden
aspects of speech that are not actual verbal prose, on text-based marketing messages. We develop a
typology of textual paralanguage and, using lab and Twitter data, investigate how its use affects
consumers’ perceptions of brands
122. Deliver Warmth with Your Hand: Customers’ Responses to Handwriting versus Print Messages
Xingyao Ren, Nankai University, China
Lan Xia, Bentley University, USA*
Jiangang Du, Nankai University, China
In this research, we investigate the effect of handwriting in written communication. We show that
handwriting delivers higher feeling of warmth than print and subsequently influences behavioral
intentions. The effect is due to both perceived effort and psychological closeness. Both theoretical
contributions and managerial implications are discussed.
123. Polarisation Effects in Primary versus Secondary Sharing
Sik Chuen Yu, University of Sydney, Australia*
Donnel Briley, University of Sydney, Australia
Pennie Frow, University of Sydney, Australia
Users of mainstream social media platforms can either create and share original content (primary sharing)
or pass along what has been shared by others (secondary sharing). This research proposes that the
likelihood of sharing messages with balanced versus extreme opinions depends on whether the sharing
mode is primary or secondary.
124. Why Does Animosity Negatively Affect Product Attitudes? Considering the Role of Anticipated
Future Regret
Ahmad Daryanto, Lancaster University, UK
Laura Salciuviene, Lancaster University, UK*
Chihling Liu, Lancaster University, UK
Although negative effects of animosity on consumer attitudes have been acknowledged, little has been
achieved in explaining why those effects occur. This study is the first to consider the role of regret in
explaining the negative effect of animosity on foreign product attitudes.
125. How Sense of Power Influences Generation of Online Advice
Inbal Stockheim, Tel Aviv University, Israel*
Shai Danziger, Tel Aviv University, Israel
Liat Levontin, Technion University, Israel
Does the internet enable powerful consumers to act pro-socially while satisfying their need for power? In
four studies, we demonstrate that sense of power facilitates on-line advice generation, that need for power
moderates this effect, and that the availability of others’ opinions weakens it.
126. The Impact of Physician Advice on Patient Decision Satisfaction
Karen Scherr, Duke University, USA*
Mary Frances Luce, Duke University, USA
Patients can be seen as informed consumers of healthcare goods and services, and physician advice can
play an important role in the choice aspect of the consumption process. We examine the impact of
variations in physician advice on patient decision satisfaction using both real-world data and hypothetical
vignettes.
127. Why or Why Not? The Influence of Absent Reasons on Accepting Offers
Tao Tao, Chinese University of Hong Kong, Hong Kong*
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong
Two experiments investigated the influences of available and absent reasons on decision-making. The
results showed that when consumers do not have the ability to generate reasons, intriguing them to think
about the reasons of not accepting an offer would ironically lead them to be more likely to accept it.
128. Differential Effect of Cognitive Load on Memory Retention for Internet Banner Ads
Byung Cheol Lee, Duke University, USA*
Jonathan A. Winkle, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Scott A. Huettel, Duke University, USA
The present research finds that lower cognitive load leads to greater processing of certain type of internet
advertisements, as evidenced by improved recognition memory performance for horizontal ads but not for
vertical ads. Our research indicates that the best ad location may depend on the search pattern of websites.
129. Materialism and Ethical Consumption: The Moderating Role of Ad Appeal and Product Type
Yuhosua Ryoo, The University of Texas at Austin, USA*
Nakyong Hyun, Korea University, South Korea
Yongjun Sung, Korea University, South Korea
Inna Chechelnytska, Korea University, South Korea
Current research investigates the way to increase ethical consumption among materialistic consumers with
the moderating role of advertising appeal and product type. The result revealed that consumers with high
materialism showed more positive ad attitude and purchase intention to self-benefit advertising appeal for
hedonic products than consumers with low materialism.
130. Context Effects of Recommendations are Stronger than Those of Psychological Distance or
Direction of Comparison
Shuzo Abe, Yokohama National University, Japan*
Yoshiyuki Okuse, Senshu University, Japan*
Takashi Ideno, Waseda University, Japan
Yuki Tamari, Waseda University, Japan
Kazuhisa Takemura, Waseda University, Japan
Although the effect of psychological distance and prospect theory has been broadly witnessed in recent
consumer research, these effects seem to vanish when comparison takes place in the context of
recommendation. This study serves as a warning against an overly optimistic view of the applicability of
these popular theories.
131. The Interplay of Personalized Product Recommendations and Popularity Information
Liane Nagengast, University of St. Gallen, Switzerland*
Marc Linzmajer, University of St. Gallen, Switzerland*
Melanie Bassett, University of St. Gallen, Switzerland
Thomas Rudolph, University of St. Gallen, Switzerland
This research tests the interplay of personalized product recommendations and product popularity
information. Although both instruments support consumers in their purchase process and positively affect
their attitudes and behaviors, results of a laboratory experiment show a negative interaction. An indication
of popularity weakens the positive effects of personalized product recommendations.
132. Consumers’ Emotional and Behavioral Reactions to Personalized Product Recommendations
through Mobile Apps
Liane Nagengast, University of St. Gallen, Switzerland*
Melanie Bassett, University of St. Gallen, Switzerland*
Thomas Rudolph, University of St. Gallen, Switzerland
We analyze how mobile apps influence the effects of personalized product recommendations on different
outcomes. Personalization elicits stronger positive emotions if communicated through mobile apps (vs. email newsletters). Moreover, the personalization of product recommendations and the use of mobile apps
increase customer inspiration and purchase intentions for the recommended product.
133. Are Consumers Ready for “Made in the World”? Acceptance and Consequence of “Made in the
World” Label
Ruby Dholakia, University of Rhode Island, USA
Jingyi Duan, University of Rhode Island, USA*
Miao Zhao, Roger Williams University, USA
Today, very few products are designed and manufactured in one country. Nevertheless, laws require
“Made in country” labels. World Trade Organization’s “Made in the World” concept attempts to address
this issue. This paper investigates conditions that influence consumer acceptance of such a label and its
effect on perceived quality.
134. Does Thematic Advertising Congruence/Incongruence Matter? Insights from a Qualitative and an
Experimental Study
Claas Christian Germelmann, University of Bayreuth, Germany*
Jean-Luc Herrmann, University of Lorraine, CEREFIGE, France
Matthieu Kacha, University of Lorraine, CEREFIGE, France
Peter Darke, York University, Canada
Johanna Bauer, University of Bayreuth, Germany
Magdalena J. Nowak, University of Bayreuth, Germany
We investigate the level of thematic congruence between advertised products and media under forced
versus incidental/ in vivo exposure. Forced exposure was significantly more likely to result in conscious
attention towards congruence than incidental/ in vivo exposure. Participants were also more likely to
consciously focus incongruence than congruence under incidental/ in vivo exposure. Implications are
discussed.
135. Consumer Perceptions of Strategies for Responding to Critical Reviews
Jennifer Wiggins Johnson, Kent State University, USA*
Stephen Preece, Wilfrid Laurier University, Canada
Chanho Song, Kent State University, USA
Dharti Trivedi, Kent State University, USA*
This paper tests the effectiveness of four strategies of organizations for responding to critical reviews: 1)
providing no response, 2) quoting positive aspects of the review, 3) presenting the full text of the review,
and 4) inviting consumers to respond to the review, in influencing consumer attitudes and purchase
decisions.
136. Narrowing Distances: Parasocial Appeals and Consumer Culture-Identity Orientations in
Celebrity Endorsement Evaluations
Dave Centeno, City University of Hong Kong & University of the Philippines*
Jeff Jianfeng Wang, City University of Hong Kong
Celebrity studies in marketing often regard celebrities as distant to consumers. This paper turns to a closer
relationship approach where parasocial appeals and cultural orientations are tested as communication tools
bringing both local and international celebrities closer to consumers in the endorsement domain. Such
appeals enhance product and advertising attitudes.
137. The Effectiveness of Deservingness-Based Advertising Messages: The Role of Product Knowledge
and Belief in a Just World
Carolyn L. Hafer, Brock University, Canada
Antonia Mantonakis, Brock University, Canada*
Regan Fitzgerald, Brock University, Canada
Anthony, F. Bogaert, Brock University, Canada
In 2 experiments, participants viewed a deservingness, hedonic, or utilitarian ad. We assessed ad
effectiveness (e.g., ratings, purchase behaviour), belief in a just world (BJW), and product knowledge.
BJW and knowledge interacted with ad type to influence ad effectiveness. We also show mediation for the
interaction involving BJW.
138. The Effect of Advertising Models’ Body Size on Consumers’ Perceptions of Self and the Ad
Hoori Rafieian, Drexel University, USA*
Hyokjin Kwak, Drexel University, USA
This research aims to show that using average-sized models in clothing advertisements is beneficial for
both clothing manufacturers and women’s perceptions of the self. Not only can such strategy increase
women’s self-esteem and provide them with a more realistic body evaluation, it can also bring about more
favorable attitude towards the advertisement.
139. Entitlement Can Both Decrease and Increase Consumer Susceptibility to Social Influence
Martine van der Heide, University of Groningen, The Netherlands*
Debra Trampe, University of Groningen, The Netherlands
Bob Fennis, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Two studies indicate that entitlement—a sense that one deserves special treatment and is exempt from
normal social demands—can both buffer and boost consumers’ proneness to social influence. Specifically,
study 1 shows that entitlement reduces susceptibility to consistency appeals. Study 2, however, indicates
increased susceptibility to certain scarcity appeals.
140. Mixing Mountains and Molehills: The Influence of Ambiguous Sustainability Disclosures on
Evaluation and Choice
Yoon-Na Cho, Villanova University, USA*
Robin Soster, University of Arkansas, USA
Scot Burton, University of Arkansas, USA
Ceteris paribus, consumers should prefer and choose the most sustainable brand offered in a product
category; however, prior research reveals this is not always the case. We propose that the influence of
sustainability level on consumer evaluation and choice is mediated by information ambiguity, supporting
this proposition with two experiments.
141. Movie-Induced Tourism- Dual-Route Promotion of Destination
Annie Chen, University of Westminster, UK*
Norman Peng, University of Salford, UK
Kuang-peng Hung, Ming Chuan University, Taiwan
The purpose of this research is to examine movie-induced tourism participation behavior. A total of 152
Taiwanese movie viewers were recruited. The results show that idolatry and attitudes toward movies can
both affect attitudes toward the destinations featured in the movies, which, in turn, will affect movie
viewers’ participation behavior.
07 Judgment and Decision Making
142. When Am I at Risk? How Adjusting the Temporal Frame of Health Messages Increases Risk
Awareness among Males
Alexander Davidson, Concordia University, Canada*
Michel Laroche, Concordia University, Canada
The current research demonstrates that men and women differ in their reactions to health-related messages
in marketing. Because men have less consideration for the future consequences of their behaviors and
actions, near versus distant future temporal frames in health messages increase their risk awareness
regarding grave health concerns.
143. Reversal of the Compromise Effect: The Case of Negative Goods
Nükhet Agar, Koc University, Turkey*
Baler Bilgin, Koc University, Turkey
We demonstrate that compromise effect may be one manifestation of the more overarching hedonic
maximization principle, first put forth by Thaler (1985). Accordingly, we find a reversal for the effect in
negative domains, where middle options (i.e., segregated losses) provide higher disutility to consumers
than extreme options (i.e., integrated losses).
144. Construal Level Theory Explains the Occurrence of Choice Overload Effects
Ulku Yuksel, The University of Sydney Business School, Australia
Nguyen T Thai, The University of Sydney Business School, Australia*
This research demonstrates how desirability versus feasibility mindsets explain choice overload effects.
Consumers who are exposed to large (small) choice-sets construe impending tasks concretely (abstractly),
and weigh desirability attributes less (more) than feasibility attributes. Subsequently, the triggered
feasibility mindset decreases the willingness to consume products selected from large choice-sets.
145. Don’t Surprise Me: The Effects of Social Exclusion on Uncertainty Intolerance
Linying Fan, Hong Kong Polytechnic University, Hong Kong*
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong*
Three experiments showed that socially excluded consumers exhibit a less favorable attitude toward
product or service options involving uncertainty, compared with consumers who feel socially included.
Moreover, this effect of exclusion on uncertainty intolerance is mediated by a need for control.
146. Probability-Based Loyalty Programs Increase Motivation
Adrian Camilleri, RMIT University, Australia*
Jin Liyin, Fudan University, China
Ying Zhang, Peking University, China
We demonstrate and then discuss why consumers are less motivated in a traditional loyalty program
(where a certain number of actions must be completed before the reward is obtained) than a probabilitybased loyalty program (where there is some non-zero probability of obtaining the reward after every
action).
147. Psychological Ownership as a Precursor to Sunk Cost Effects
Stephan Dickert, WU Vienna University of Economics and Business, Austria*
Bernadette Kamleitner, WU Vienna University of Economics and Business, Austria
Erdem Geveze, WU Vienna University of Economics and Business, Austria
Sophie Süssenbach, WU Vienna University of Economics and Business, Austria
Our research examines the role of psychological ownership as an underlying mechanism in sunk cost
effects. A mediation analysis found support for the notion that psychological ownership is a precursor to
both feelings related to an object and sunk costs. Our findings suggest that psychological ownership may
follow a step-function.
148. Is It All Relative? The Effect of Number Format on Relative Thinking in Numerical Judgments
Tatiana Sokolova, HEC Paris, France*
This paper builds on research in behavioral economics and numerical cognition to examine the role of
relative thinking in numerical difference judgments across different number formats. We show that
relative thinking is weaker for large multi-digit numbers, and decimals since such numbers are harder to
represent intuitively.
149. Consistent or Not? The Role of Product Visibility in Sequential Decisions
Dikla Perez, Tel Aviv University, Israel and Technion University, Israel*
Steinhart Yael, Tel Aviv University, Israel
Amir Grinstein, Ben Gurion University, Israel and VU Amsterdam, The Netherlands*
This research introduces product-visibility as a factor affecting consistency of product-related decisions,
in the context of social-self-identities. We show that when a product involved in a first decision is highly
visible; the decision-maker’s cognitive-rigidity is enhanced, increasing the likelihood of subsequent
decision consistency, especially in individuals with high public self-consciousness.
150. Towards a Comprehensive Understanding of Attention Bias in Choice Process
Yi Li, HEC Paris, France*
Selin Atalay, Frankfurt School of Finance and Management, Germany
Process tracing research has established an attention bias—the chosen option is looked at more during the
choice process with conflicting views on when the attention bias emerges. Using eye tracking
methodology, the current project demonstrates when and how the attention bias emerges under a threestage choice process framework.
151. The Impact of Usage-Occasion Based Feature Information on the Perceived Value of New
Features: Moderating Role of Familiarity
Vikas Goyal, Indian Institute of Management*
Through a series of experiments, we demonstrate that usage-occasion information regarding new feature’s
benefits can both enhance and dilute perceived value. Familiarity with the product category moderates this
relationship. For individuals medium (nil/high) on familiarity, information facilitates (impedes)
visualization of the feature’s overall usefulness, leading to enhanced (diluted) perceived value.
152. A Brand-Contingent Weighting Model
Hyun Young Park, China Europe International Business School, China*
Sue Ryung Chang, University of Georgia, USA
We propose a brand-contingent weighting model in which attribute-importance is contingent upon (1) the
competitive position of a brand, and (2) brand familiarity. Using real flight ticket purchase data, our
dynamic multi-level model demonstrates that a consumer assigns different weights to an attribute
depending on brand within one decision context.
153. The Impact of the Intrinsic Construal Level of Unhealthy Behaviors on the Effectiveness of
Warning Messages: The Role of Unitosity and Numerosity
Cristobal Barra, University of Chile, Chile*
Mitch Murdock, University of South Carolina, USA
This research investigates how unhealthy behaviors highlighted in warning messages can induce different
mindsets. Two studies demonstrate that when a warning message highlights a concrete (abstract)
unhealthy behavior, framing the message in terms of numbers (units) is more effective. Effects are
explained by the potential match with numerosity/unitosity effects.
154. Does Music Have an Influence on Risk Taking Behavior?
Robert Schorn, University for Health Sciences, Medical Informatics and Technology, Hall in
Tyrol, Austria*
Alexandra Brunner-Sperdin, University of Applied Sciences, Kufstein, Austria
Dagmar Abfalter, University of Music and Performing Arts Vienna, Austria
Consumers continuously take decisions under risk when they purchase products or services. In marketing
research, music serves as an atmospheric cue in consumption situations. We found that risk taking
behavior is higher for fast tempo compared to slow tempo in minor scale, while tempo had no effect in
major music.
155. Decision by Sampling and Better/Worse-Than-Average Effects
John Han, Carnegie Mellon University, USA*
Christopher Olivola, Carnegie Mellon University, USA
We offer and test a new account, based on a decision process-level theory called Decision by Sampling, of
understanding the psychology underlying people’s tendency to believe that their ability to perform a
certain task is better [worse] than average on easy [hard] tasks.
156. Influences of Incidental Vagal Tone on Risk Behavior
Mehmet Yavuz Acikalin, Stanford University, USA*
Baba Shiv, Stanford University, USA
Affect influences consumers both psychologically and physiologically. The physiological state of our
body successively impacts our experience and behavior. Using breathing techniques to manipulate vagal
tone (VT)—a physiological marker of autonomic control—we show that direct changes in physiology
prompt variation in consumer risk-seeking behavior and is mediated by perceived conflict.
157. Seize the Deal, or Return It Regretting the Gift You Lost: The Effect of Gift-With-Purchase
Promotions on Product Return Intentions
Shinhyoung Lee, Seoul National University, Korea*
Youjae Yi, Seoul National University, Korea*
A gift-with-purchase promotion negatively influences consumers’ product return intentions by making
people stick to the “good deal.” These findings suggest that sales promotions involving free gifts increase
attitude toward the deal and hesitation to return a product, and consequently decrease product return
intentions.
158. The Concept of Found Time
Jaeyeon Chung, Columbia University, USA*
Claire Tsai, University of Toronto, Canada
Leonard Lee, National University of Singapore, Singapore
Donald Lehmann, Columbia University, USA
This paper proposes a conceptual framework of found time and its multiple antecedents (e.g., source,
timeframe, and characteristics), consequences (e.g., choices, self-perception, behaviors, and emotions),
and moderators (e.g., individual differences, temporal distance, and personal goals). We discuss some of
our empirical findings to illustrate the complex nature of found time.
08 Prosocial Attitudes and Behaviors
159. Consuming to Make Me Feel Good about Myself: The Effect of Self-Threat on Preferences for
Socially Responsible Products
Huachao Gao, University of Texas at San Antonio, USA
Yiren Dong, Nanjing University, China*
This research identifies enhancing self-view as a driver for consumer preference for socially responsible
products. Based on identity-threat literature, we found that consumers under self-threat (vs. not) are more
likely to purchase socially responsible products. In addition, this self-threat effect is further moderated by
self-affirmation.
160. Amplifying the Effects of Ideology on Environmentally-Sustainable Consumption and
Conservation: The Role of Individual Differences in Commitment to Beliefs
Matthew Maxwell-Smith, University of Illinois at Urbana-Champaign, USA*
Paul Conway, University of Cologne, Germany
James Olson, University of Western Ontario, Canada
We applied the Commitment to Beliefs (CTB) framework to understand when relevant ideologies are
most likely to predict environmentally-conscious consumption and conservation. Across three studies,
individuals who endorsed ideologies that support or neglect environmentally-friendly consumption
displayed the strongest such intentions and behavior when they also had higher levels of CTB.
161. Getting Credit for CSR: When Money Doesn’t Talk
Rachel Gershon, Washington University, USA*
Cynthia Cryder, Washington University, USA
We hypothesize that people ascribe charitable credit differently for firms versus individuals. In a series of
experiments, we find that firms receive less credit for giving money than for giving tangible goods,
whereas the opposite is true for individuals. The role of authenticity appears to be key.
162. The Link between Self-Construal, Environmental Concern and Response to Green Ad Claims – A
Cross Cultural Comparison
Pradnya Joshi, Michigan State University, USA*
The current research aims at comparing three dominant cultures associated with different types of selfconstrual: Indian, Chinese, and American culture. Two studies suggest that ad-claims congruent with
consumers’ self-construal improve attitudes and purchase intention towards the advertised environmental
products. Cultures appear to alter the way environmental advertising interacts with self-construal.
163. Sense of Power and Message Framing in Conservation Behaviors
Xin Wang, University of Oregon, USA*
Jiao Zhang, University of Oregon, USA
This paper explores how individual’s sense of power influences the effectiveness of message framing in a
conservation context (recycling). When distance is far, loss (gain) frames works better with low (high)
power. When distance is close, gain frames works better with low power; frames don’t matter for high
power.
164. Agentic and Communal Motivations for Philanthropy
Sara Penner, University of Manitoba, Canada*
Kelley Main, University of Manitoba, Canada
This research explores what role agentic and communal orientations play in philanthropic behavior. We
found an interaction of the appeal and agentic/communal orientation with simple effects demonstrating
that people high on the communal end of the scale gave more when the appeal mentioned accountability.
165. Reframing Sustainability: Negotiating Environmental Responsibility in the Food Market
Carl Yngfalk, Stockholm Centre for Organizational Research, Stockholm University, Sweden*
While little research has examined tensions related to sustainability in marketing organization, the present
study investigates how resistance and disruptions in environmental responsibility are configured in the
market and in consumer relationship management. Results from a neo-institutional analysis elucidate
commercial rationalities that enact forms of corporate ‘legitimate resistance’ to incentives of sustainable
consumption and production in contemporary food retail.
166. The Influence of Life Abundance and Financial Abundance on Higher Order Goals
Ruth Pogacar, University of Cincinnati, USA*
Karen Machleit, University of Cincinnati, USA
James Kellaris, University of Cincinnati, USA
Feeling ‘Abundant’ influences consumers, regardless of objective resources. Subjective feelings of Life
Abundance interact with feelings of Financial Abundance, independent of mood, so people are more
prosocial when high in Life Abundance but low in Financial Abundance, possibly explaining prosociality
differences between higher and lower socioeconomic status individuals.
167. Is Less More for Cause-Related Marketing
Katharine Howie, The University of Mississippi, USA*
Lifeng Yang, The University of Mississippi, USA
This research establishes how consumers respond to CRM campaigns with finite promotional periods. A
conceptual model, built on the persuasion knowledge model and attribution theory, is tested empirically.
We demonstrate the effect of campaign duration on participation intentions is transmitted through the
consumer’s perception about the company’s social responsibility.
168. Paying Memories of Past Kindness Forward: Examining the Impact of Power and Memory on
Prosocial Behavior
Katina Kulow, University of Louisville, USA
Kara Bentley, University of South Carolina, USA*
Priyali Rajagopal, University of South Carolina, USA
We explore how eliciting altruistic memories among consumers will promote prosocial behavior. Across
two studies, we show that when individuals reflect on memories of receiving (vs. giving) help, individuals
low in power were more likely to engage in prosocial behavior, particularly in contexts allowing for a
potential increase in power.
169. The Effect of Donation Gap on Subsequent Giving
Zachary Mendenhall, McGill University, Canada*
Ashesh Mukherjee, McGill University, Canada
We show that, compared to a negative donation gap where donations are below, a positive donation gap
where donations are above the amount asked for leads to greater subsequent giving when donors have
deliberative processing style, but not when donors have an affective processing style.
170. How Perceived Behavioral Control Can Influence Pro-Environmental Behaviors for Individuals
Marilyn Giroux, Concordia University, Canada*
Frank Pons, Laval University, Kedge Business School
Lionel Maltese, Kedge Business School, France
Given the detrimental effects of pollution and overuse of non-renewable resources, it is essential that
scholars understand both the nature of and how they can impact pro-environmental behavior. This
research aims to better understand what motivates consumers to express sustainable intentions and what
factors interfere in their decisions.
171. Fifty Cents or a Greeting Card? The Effects of Monetary and Non-Monetary Pre-Giving
Incentives on Charitable Donation
Bingqing (Miranda) Yin, University of Kansas, USA*
Yexin (Jessica) Li, University of Kansas, USA
Surendra Singh, University of Kansas, USA
We examined the effects of monetary and non-monetary pre-giving incentives on donations. Small
monetary incentives induced higher donation intention but lower donation amounts compared to equalvalue non-monetary incentives and no incentives. Results are explored via reciprocation, and communal
and exchange relationship due to pre-giving.
172. Fair Enough: Individuals’ Perceptions of Altruism of CSR Activities and Their Effect on
Authenticity of Heritage Sites.
Alessandro Biraglia, University of Leeds, UK
Maximilian Gerrath, University of Leeds, UK*
Bryan Usrey, Leeds University of Leeds, UK*
Despite CSR’s importance as a tool for branding exposure, its impact on authenticity has yet to be
examined. This study shows that firm involvement in heritage site restoration may decrease the
authenticity of the site and consumer visiting intentions if the CSR agreement is perceived as nonaltruistic and unfair.
173. The Role of Other Customers during Self-service Technology Failure
Seo Young Kim, Seoul National University, South Korea*
Youjae Yi, Seoul National University, South Korea
Lack of interpersonal contact is associated with a higher risk of failure of self-service technologies(SST),
and thus, participation of other customers is especially meaningful during SST failure. We investigate two
antecedents of customer helping during service failures - presence of others and tie strength - and suggest
that the motive behind helping is self-centered rather than other-centered.
174. The Role of Social Distance and Message Framing on Charitable Giving
Kara Bentley, University of South Carolina, USA
Mitch Murdock, University of South Carolina, USA*
Katina Kulow, University of Louisville, USA
Two studies illustrate that positively-framed charitable appeals generate more donations than negativelyframed charitable appeals when victims are seen as socially distant. Additional evidence suggests that this
effect is mediated by empathy.
175. Saving “My” Environment – The Influence of Knowledge on Psychological Ownership
Sophie Süssenbach, Wirtschafts University, Austria*
Bernadette Kamleitner, Wirtschafts University, Austria
Feelings of ownership can have powerful consequences. We examine what brings about psychological
ownership (PO) for the environment. We focus on the role of knowledge and find that measured (Study 1)
and manipulated (Study 2) perceived knowledge predict PO for the environment.
176. The Effect of Corporate Community Supporting Actions on Consumer Support for Nonprofits:
The Role of Elevation and Empathy
Chunyan Xie, Stord/Haugesund University College, Norway*
Richard P. Bagozzi, University of Michigan, USA
We investigate how corporate community supportive actions impact consumer support for nonprofits
through moral elevation. Results showed that felt elevation mediates the impact of corporate community
supportive actions on consumer support for nonprofits, after controlling the main effect of empathy on
individual helping. Empathy further moderates the elicitation of elevation.
177. The Effect of Corporate Ethical Actions on Consumer PWOM: The Role of Emotional and
Cognitive Processes
Chunyan Xie, Stord/Haugesund University College, Norway*
Richard P. Bagozzi, University of Michigan, USA
We investigate emotional and cognitive pathways between corporate ethical actions and consumer
PWOM. Results showed that social justice values interact with corporate ethical actions in eliciting awe,
gratitude, and elevation; however, only gratitude impacts PWOM. Company evaluation and identification
were also significant mediators and were regulated by social justice values.
09 Self and Identity
178. Subtly Disfavored Consumption and Its Impact on Consumer Identity
Lauren Louie, University of California Irvine, USA*
This study examines young adult identity in relation to their fast food consumption to understand how
such consumption is part of their identity transitions. Using an interpretive study this research studies fast
food’s cultural factors and the way they let us better understand “subtle disfavor” as an underexplored
hedonic response.
179. Failure to Compensate: When Does Cross-Domain Compensation Really Reduce Identity
Threats?
Jingjing Ma, National School of Development, Peking University, China*
Kent Grayson, Kellogg School of Management, USA
Prior research proposes that cross-domain compensation reduces the discrepancy created by identity
threats. Contrastingly, we show that even when self-threats are not effectively compensated by crossdomain compensation, individuals can still show an increased message acceptance. This increased
message acceptance could be driven by a positive mood generated by cross-domain compensation.
180. Not All Identities Are Created Equal: The Effect of Identity Origin on Identity-Relevant Behavior
Carter Morgan, University of Miami, USA*
Keri L. Kettle, University of Miami, USA
We examine how the origin of a social identity predictably affects identity-relevant consumption
behavior. We demonstrate that consumers have fewer negative associations for chosen than endowed
social identities, dislike dissociative out-groups more strongly for chosen than endowed identities, and
that identity origin affects conformity and divergence decisions.
181. Marketing Exclusion: When Loyalty Programs make Customers Feel Like "Outsiders"
Danna Tevet, Tel Aviv University, Israel*
Shai Danziger, Tel Aviv University, Israel
Irit Nitzan, Tel Aviv University, Israel
We demonstrate that loyalty program's preferential treatment to privileged customers causes unprivileged
customers to feel meaningless and un-belonging. We term this “marketing exclusion”. We show that
marketing exclusion decreases customer satisfaction, affects product choice, induces aggressive behavior
and increases customer perceptions that the brand is less warm and more elitist.
182. Revealing and Erasing Consumers' Preference for their Values and Identities
Alexander DePaoli, Stanford University, USA*
Itamar Simonson, Stanford University, USA
When making a purchase, consumers must weight and evaluate the features of products. We find that how
consumers weight values-based or identity-based features depends on preference elicitation response
mode. Consumers greatly value these features in choice (or similar) tasks, but do not value them in
willingness-to-pay (or similar) tasks.
183. My Imperfection Only Keeping within Myself – The Self Negatively-Accepted Bias
Yin-Hui Cheng, National Taichung University of Education, Taiwan*
Annie P. Yu, National Chung Cheng University, Taiwan *
Shih-Chieh Chuang, National Chung Cheng University, Taiwan *
Chao-Feng Lee, National Chung Cheng University, Taiwan *
This research probes the effect of self negatively-accepted bias by examining different sources of
negative-evaluation, self-judgment versus others-judgment. That is, how others perceived us negatively
can influence the way how we perceived our own defect. Findings of three studies suggest that social
distance moderate the effect of self negatively-accepted bias.
184. When Enhancing Human Traits is Dehumanizing, and What to Do About It
Noah Castelo, Columbia University, USA*
Nicholas Fitz, University of British Columbia, Canada
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA
Consumers who use a brain-enhancing device (tDCS) are perceived as less human than consumers who
enhance the same traits using non-technological means, even when the enhanced traits are central to
human nature. We explore the marketing implications of this dehumanization effect and show how it can
be reversed.
185. The Effect of Bicultural Identity on Consumer Preference
JungHwa Hong, University of Texas at Tyler, USA*
Chien-Wei Lin, State University of New York at Oneonta, USA*
Two studies reveal that biculturals introject (i.e., rely on others’ preferences to gauge their own) less than
individuals with single identity. Further, such effect is moderated by low (vs. high) cultural identity
integration. There is no difference on projection (i.e., rely on own preferences to estimate others).
186. Do Narcissists Post More Self-Promoting Content on Social Media?
Jang Ho Moon, Sookmyung Women's University, Korea
Eunji Lee, Korea University, Korea*
Jung-Ah Lee, Korea University, Korea
Yongjun Sung, Korea University, Korea
This study investigates the relationship between narcissism and users’ self-promoting behaviors on
Instagram such as selfie-related behaviors, profile picture-related behaviors, and general usage. By
surveying 212 Instagram users in Korea, this study provided evidence that personality such as narcissism
accounted for various self-promoting behaviors on Instagram.
187. Antecedents of Consumers’ Desire for Unique Products: A Cross-Cultural Comparison
Jae Min Jung, California State Polytechnic University-Pomona, USA*
Kawpong Polyorat, Khonkaen University, Thailand
Kyeong Sam Min, University of New Orleans, USA*
This research tests the impact of self-construal on the desire for unique consumer products and mediating
mechanism through uncertainty-related dimensions and consumer susceptibility to interpersonal influence.
Further, using multi-group analysis with mean structures, it reveals paradoxical findings that attest to the
cross-cultural differences between cultural values and consumers’ actual behaviors.
188. Extreme versus Balanced Positions on Controversial Topics: The Role of Need to Stand Out
Vito Tassiello, Luiss University, Italy*
Matteo De Angelis, Luiss University, Italy
Michele Costabile, Luiss University, Italy
Cesare Amatulli, Luiss University, Italy
We study the effect of individuals’ need to stand out and degree of topic controversy on people’s tendency
to take more or less extreme positions. We show that for highly (lowly) controversial topics individuals
with higher (lower) need to stand out take more extreme positions.
189. Selling to family and friends: The Role of Attachment Style in Product Valuation
Julie Huang, Stony Brook University, USA*
Three studies demonstrate that individuals’ attachment styles (systematic patterns to how they negotiate
their social relationships) influence financial decision-making. Priming participants with secure
attachment (vs. avoidant attachment) decreased the amount they were willing to accept and their
endorsement of market-pricing rules when they considered selling a possession to a friend.
190. Revolt and Redemption: Materialism as an Attempt to Cope with Perceived Injustice
Feifei Huang, Chinese University of Hong Kong, China*
Robert S. Wyer, Chinese University of Hong Kong, China
Chi Wong, Chinese University of Hong Kong, China*
Jiajia Meng, Liaoning University, China*
Our research provides a framework to examine the interactive effects of two types of injustice, namely
retributive injustice and distributive injustice, on materialistic behaviors. We further propose that the
desire to boost self-esteem mediates the effect of injustice perception on materialistic behaviors.
191. 'When Just Friends Is Not Good Enough'. The Role of Emotional Attachment and ConsumerProduct Relationship in Regulating Contagious Magic
Natalie Truong, Norwegian School of Economics and Business Administration, Norway*
This research examines a boundary condition of the contagious magic between a complementary product
and service. Results from three experiments show that in the event of an ambiguous negative incident,
evaluations of the product and service are both adversely affected, however, evaluations are directed by
one’s emotional attachment and the relationship with the product.
192. The Cultural Universality of Materialism: A Meta-Analysis
Susan Andrzejewski, California State University Channel Islands, USA*
Jeffrey Podoshen, Franklin & Marshall College, USA
This meta-analysis examines whether or not materialism represents a universal component of the global
consumer psyche, or if there are differences in materialism across cultures. The quantitative review
presents a summary of empirical research in order to encourage discussion and research related to
materialism as a component of marketing strategy.
10 Self-Regulation
193. Consumers with Depleted Self-Control Choose Less Variety
Cansu Karaduman, HEC Lausanne, Switzerland*
Joseph Lajos, HEC Lausanne, Switzerland
We provide evidence from three online studies that consumers whose self-control is depleted are less
variety seeking than those whose self-control is not depleted. We theorize that this effect occurs because
consumers with depleted self-control are less able to process the additional information typically
associated with making more varied choices.
194. What I Wish I Had Done in The Past is Not What I Think I Will do in The Future – The
Asymmetric Effect of Temporal Horizon on Our Preferences for Vice and Virtue
Subimal Chatterjee, Binghamton University, USA*
Zecong (Herman) Ma, Binghamton University, USA*
Yilong (Eric) Zheng, Binghamton University, USA*
We show that consumers prefer a vice over a virtue when asked how they would have chosen in the past,
but the virtue over the vice when asked how they will choose in the future. Such asymmetric thinking can
serve as a self-control mechanism to prevent excessive indulgence in vices.
195. Effects of Ego Depletion on Information Search and Product Assessment
José Mauro Hernandez, Centro Universitário da FEI, Brazil*
Frank Kardes, University of Cincinnati, USA
Three experimental studies show that depleted individuals make more favorable product evaluations than
non-depleted individuals when searched information is negative. Even when alerted of their condition,
depleted individuals did not adjust their product evaluations. Perceived information sufficiency was
shown to mediate the influence of ego depletion on product evaluation.
196. Means as Substitutes or Complements? Role of Uncertainty in the Goal-Means Effectiveness
Abhishek Nayak, IE Business School, Spain*
Dilney Goncalves, IE Business School, Spain
This research shows that uncertainty associated with the means moderates the relationship between goals
and number of means related to the goal. Specifically, we find that in case of two certain means, the
means act as substitutes, while in case of two uncertain means the means act as complements
197. When the Quest for the Best Backfires: Maximizing Impairs Self-Control
SungJin Jung, Seoul National University, South Korea*
Across three experiments, this research demonstrates that making decisions with a maximizing mind-set
results in self-control failure. Specifically, after maximizing, individuals were less likely to study, willing
to incur more debt, and less able to delay gratification. This effect on self-control is moderated by implicit
theories about willpower.
198. Attainment Goals and Maintenance Goals: The Appeal of Approach versus Avoidance Framed
Strategies
Gizem Atav, Binghamton University, United States*
Kalpesh K. Desai, University of Missouri-Kansas City, United States
Despite important findings on self-regulation and appropriate strategies during goal pursuit, most past
research focuses on goal attainment. We explore differences between attainment and maintenance goals
and how they influence inclinations towards approach and avoidance framed strategies. We find that
during maintenance (attainment), approach (avoidance) framed strategies are more appealing.
199. Social Influences in Consumer Goal Pursuit
Lauren Trabold, Manhattan College, USA*
Stephen Gould, Baruch College, USA
In the current research, we examine joint vs. individual goal pursuit. We find that pursuing with a partner
increases self-efficacy and goal achievement. However, we find that working with a partner, especially of
the opposite sex, negatively influences goal-related product choices and increases willingness to pay.
200. How Consumers Use Found Time
Jaeyeon Chung, Columbia University, USA*
Leonard Lee, National University of Singapore, Singapore
Claire Tsai, University of Toronto, Canada
Donald Lehmann, Columbia University, USA
Compared to windfall money, people prefer to spend small gains of time for experience-driven hedonic
purposes. This is shown in their likelihood to use the time for non-utilitarian activities and for
volunteering. We show that, however, people’s tendency to spend it for utilitarian purposes increases
when the gain is larger.
201. The Different Impacts of Inter- versus Intra-Personal Comparison Outcomes on Self-Evaluation
and Goal Pursuit
Kao Si, Chinese University of Hong Kong, China*
Xianchi Dai, Chinese University of Hong Kong, China
We propose and show that inter-personal success has greater positive effect on self-evaluation and goal
pursuit than intra-personal success whereas intra-personal failure is more devastating on self-evaluation
and goal pursuit than inter-personal failure. The strengths of these effects depend on the comparison
outcome’s implication for goal attainment.
202. How Consumer Self-Determination Influences Engagement and Future Intention: The
Moderating Role of Relatedness
Eunice Kim, University of Florida, USA*
The purpose of this research is to explore the mechanism by which consumers' perceptions of social
relatedness moderate the influence of self-determination on consumer engagement and future intention.
The findings suggest that relatedness may only be effective for individuals who have a low level of selfdetermination.
203. Sugarfree Chocolate is Not a Chocolate: How Contextual Goal Salience Influences Choice of
Healthful Indulgences
Chamrong Cheam, Grenoble Ecole de Management, France*
Carolina O.C. Werle, Grenoble Ecole de Management, France
Olivier Trendel, Grenoble Ecole de Management, France
Although healthful indulgences embody improved versions of hedonic foods, they encounter little success
in the marketplace inconsistently with prior literature. This research provided support to a three-variable
model highlighting a new suppressor variable effect likely to explain consumers’ reluctance to choose the
healthful indulgences.
204. How to Inspire Experts: A Goal-Systemic Perspective on Inspiration
Tim Boettger, University of St. Gallen, Switzerland*
This research merges the conceptualization of inspiration with goal systems theory to analyze the effect of
novelty on inspiration for experts and non-experts in the context of physical exercising. The results
indicate that the effect of novelty depends on the interplay of the content (goals vs. means) with
participants’ expertise.
205. Two Faces of Impulsiveness: Self-Control Failure and Impulsivity in Discounting Models
Haewon Yoon, Boston College, USA*
The current study explores different discounting models of intertemporal choice using a new model
framework technique that can highlight qualitative properties of discounting models. Our fundamental
bias in future time perception may play an important role in why we make untenable plans to wait for the
future option.
206. Better the Devil You Don’t Know: Collective Control Power and Social Comparisons
Li Huang, University of South Carolina, USA*
Thomas Kramer, University of California Riverside, USA
Can we rely on high self-control friends to help us control our behaviors? We proposed that low selfcontrol friends could be a better “gate keeper” than high self-control friends when people focused on a
collective control system in respond to upward comparison.
11 Sensory Marketing
207. A Harmony of the Senses: The Interaction of Sound and Smell in Consumer Memory and Choice
Marina Carnevale, Fordham University, USA*
Rhonda Hadi, Oxford University, UK*
David Luna, Baruch College, CUNY, USA
Research has documented the influence of modality-specific sensations (e.g., auditory and olfactory cues)
on consumer preferences. However, we argue that consumers exposed to incongruent sensory stimuli will
discount subsequent sensory information from other modalities. Specifically, we find that incongruent
brand-names reduce the impact of scent on consumer memory and choice.
208. Can Shape Symbolism Be Used to Manage Taste Expectations?
Fei Gao, HEC Paris, France*
Tina Lowrey, HEC Paris, France
LJ Shrum, HEC Paris, France
Extant literature on shape symbolism mainly focuses on matching between abstract shapes and tastes. Our
research first provides empirical evidence to demonstrate that the appropriate use of shape symbolism on
product packaging can induce specific taste expectations and this effect is mainly driven at an implicit or
subliminal level.
209. Mentally “Transforming” a Product: How Spatial Imagery Capability and Design of Visual
Stimuli Influence Purchase Intentions
Cheng Qiu, Hong Kong Baptist University, Hong Kong*
Gerald Gorn, Hong Kong Polytechnic University, Hong Kong
We investigate consumers’ ability to mentally manipulate objects in space and how it influences purchase
intentions of “transformable” products like a sofa bed. Spatial imagery ability, but not object imagery
ability, is found to have interactive effects with type of sofa-bed ad on participants’ purchase intentions.
210. What a Delicious Name! Using Oral Movements to Influence Food Perception and Consumption
Patricia Rossi, Catholic University of Lille, France*
Felipe Pantoja, NEOMA Business School, France*
Adilson Borges, NEOMA Business School, France
Bodily states affect human cognition significantly. Across two studies, we show that oral articulatory
movements can drive consumers’ food perceptions. More specifically, we found that unobtrusively
inducing swallowing (vs. expectoration) oral movements can make people perceive food as less healthy,
more desirable and higher in calories.
211. Plush Bear or Metallic Bear? The Effect of Social Exclusion on Consumer Preference for
Different Product Textures
Ying Ding, Renmin University of China, China
Xiushuang Gong, Renmin University of China, China*
Lili Wang, Zhejiang University, China
The current research investigates the influence of social exclusion on consumer preference for products
with different textures. Across three experiments, our findings indicate that socially excluded consumers
prefer products with soft texture than the socially included ones. The boundary condition of this effect is
documented in this research.
212. How Does Posture Affect the Behavior of Customers and Salespeople in a Retail Store?
Mukta Ramchandani, NEOMA Business School, France*
Adilson Borges, NEOMA Business School, France
We conducted two studies to examine how self-posture can influence the behavior of consumers and
salesperson in a store.Study 1 found that consumers purchase more when they are standing rather than
sitting.Study 2 found that salespeople are happier and more involved in their job when they are sitting
rather than standing.
213. I Love the Cozy Places: Prospect-Refuge Theory Explains Restaurant Spatial Preferences
Derek Theriault, Concordia University*
Gad Saad, Concordia University
Why do consumers prefer certain restaurant layouts, table locations, or seat locations over others? We use
Prospect-Refuge theory to show that, all else equal (e.g., food, décor), consumers prefer to maximize
prospect (view of entrances) and refuge (adjacent walls), and this effect can be moderated by experiential
valence (prior achievement/failure).
214. Does Size Matter? Only When They Touch: Package Size and Scale of Contamination
Chelsea Galoni, Northwestern University, USA*
Derek Taylor, University of Guelph, Canada
Theodore J. Noseworthy, York University, Canada
Predicated on the law of contagion and research on packaging size inferences, we establish that the
magnitude of contamination strengthens as the package size of a target product increases. Our results
show that contamination does scale with the size of packaging and offers a new way of confirming
contamination manipulations.
215. When Objects Are Not Contagious: Distinguishing between Essence, Contagion, and Authenticity
Chelsea Galoni, Northwestern University, USA*
Brendan Strejcek, Northwestern University, USA
Kent Grayson, Northwestern University, USA
Predicated on the law of contagion and psychological essentialism, we demonstrate preliminary evidence
that a source can only be contagious, thus able to transfer essence, if it is involved in a meaningful process
with a target object.
216. Fighting Fixation and Promoting Exploration: The Influence of Non-Foveal Object Presentation
on Consumer Search and Retail Sales
Maik Walter, University of St. Gallen, Switzerland*
Christian Hildebrand, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
This research posits that lower proximity among popular objects promotes exploration and reduces
fixation effects (i.e., consideration of a limited number of alternatives). Yet, with the ironic effect that
larger search effort increases consumer expenses. We provide evidence for this theorizing across various
field and lab settings, and assortment formats.
217. Haptic Product Configuration: The Influence of Multi-Touch Devices on Experiential
Consumption and Sales
Christian Hildebrand, University of St. Gallen, Switzerland*
Jonathan Levav, Stanford University, USA
Andreas Herrmann, University of St. Gallen, Switzerland
Based on a large-scale field study and a series of experiments (in both field and lab settings), we show that
the use of multi-touch devices promote the choice of more hedonic, affect-rich product features and
renders consumers’ product configuration experience as less instrumental and more experiential.
218. Cyber-Empathic Design: A Framework for Mapping User Perceptions to Design Features via
Embedded Sensors
Junghan Kim, State University of New York at Buffalo, USA*
Dipanjan Ghosh, State University of New York at Buffalo, USA
Arun Lakshmanan, State University of New York at Buffalo, USA
Andrew Olewnik, State University of New York at Buffalo, USA
Kemper Lewis, State University of New York at Buffalo, USA
We propose a novel product design method – cyber-empathic design – that collects quantitative
consumer-product interaction data using digital sensors embedded in products. By combining digital
sensor data with methods from behavioral psychology, we provide theoretical insights on the role of
actual product usage/interaction in driving user adoption of new products.
219. Product Curvature Preferences: A Theory of Self-Concept
Tanuka Ghoshal, Indian School of Business, India*
Rishtee Batra, Indian School of Business, India*
Peter Boatwright, Carnegie Mellon University, USA
We find that when body shape is salient, women who perceive their bodies to be curvy, rate curved
products higher. A significant covariate is body image fixation. Evaluation of one’s body caused subjects
to engage in “defensive coping,” leading to a more favorable evaluation of objects perceived similar to
oneself.
220. Blowing in the Wind: How Wind Direction Influences Agentic Motivation
Anoosha Izadi, University of Houston, USA*
Melanie Rudd, University of Houston, USA
Vanessa Patrick, University of Houston, USA
Do humans have an innate response to facing upwind (vs. downwind)? In the present research, one online
experiment and one laboratory experiment (with actual wind) investigate this question. The results of
these experiments demonstrate that facing upwind (vs. downwind) enhances agentic motivation and
increases task persistence.
221. Engaging Consumer Imagination to Expand Multisensory Experience
Ruby Saine, University of South Florida, USA*
Philip Trocchia, University of South Florida, USA*
In the present study, we extend previous research that suggests that engaging consumers’ sensory
imagination would expand the scope of their shopping and consumption experience and form a more
positive product evaluation. We identify a number of trait and contextual boundary conditions that may
qualify the effects of imagination on consumer evaluation and choice. In addition, we explore the
psychological mechanism underlying the effects.
222. A Hesperhodos Sweeter Than a Rose: Are Ten-Dollar Words Really Worth More?
Joanna Arnold, University of Houston, USA*
Vanessa Patrick, University of Houston, USA
Processing fluency theory would suggest that common language will be more effective that uncommon
language in advertising. This research counterintuitively hypothesizes that using rare or unusual language
can increase perceptual fluency, perceptions of luxury and willingness to pay.
223. Investigating Personal Visual Stimuli and Consumption Behavior
Therese Louie, San Jose State Universtiy, USA*
Katrina Ng, San Jose State Universtiy, USA
Participants who tracked their expenses for three weeks were asked to attempt savings during a second
session. In between, they received a self-photo that they simply viewed or increased to retirement age
with drawn-in older traits. Results suggest that females’ savings rates were particularly influenced by
attention to the photo.
224. The Influence of Shopping Lists on Visual Distraction
Oliver Büttner, Zeppelin University, Germany*
Markus Kempinski, University of Vienna, Austria
Benjamin Serfas, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Kathleen Vohs, University of Minnesota, USA
This research examines how shopping lists influence consumers’ susceptibility to impulsive purchases.
We argue that making a shopping list activates an implemental mindset, which reduces the distraction by
task-irrelevant products already at the level of visual attention. Results from an eye-tracking experiment
support this hypothesis.
225. The Eyes of Consumers Differ From Those of Designers
Yu-Shan Athena Chen, National Chengchi University, Taiwan*
Wei-Ken Hung, National United University, Taiwan
Lien-Ti Bei, National Chengchi University, Taiwan*
Lin-Lin Chen, National Taiwan University of Science and Technology, Taiwan
This study explored the relationship between novelty and aesthetic preference in commercial designs. The
results of two studies indicated that the inverse U functions according to MAYA principle were found in
nondesigners rather to designers. The difference may be due to processing information systematically or
heuristically.
226. Targeting the Right Age of Children with the Right Package Design
Dan Zhang, City University of New York, U.S.*
This research explores age effects on children’s preferences of package design in curvilinearity,
figurativeness, and complexity. Analysis of data from 763 children suggests that children’s preferences
for curved package shapes increase with age. Meanwhile, the subject of figurativeness matters. Finally,
preferences for complex package shapes increase with age.
12 Services Marketing
227. Service Recovery in the Absence of a Service Failure: When Negative Surprise Has Positive
Results
Marcus Wardley, University of Oregon, USA*
A generalized service recovery effort involving an apology delivered by mass email can lead to lower
purchase intention in consumers who weren't affected by the service failure. However, when the apology
is combined with a discount this increases purchase intention and trust. We show that surprise mediates
this result.
228. Gamification in Marketing: How Games Help to Engage Consumers
Natalia Maehle, Bergen University College, Norway*
With diminishing effectiveness of traditional marketing, there is a growing need for innovative marketing
approaches to get consumers engaged with brands. The goal of the current study is to explore how
companies can employ gamification (i.e., the use of game elements and game design) for addressing
different marketing challenges.
229. The Impact of Service Recovery Strategies on Consumer Responses: A Conceptual Model and
Meta-Analysis
Krista Hill, Bridgewater State University, USA*
Anne Roggeveen, Babson College, USA
Dhruv Grewal, Babson College, USA
This paper provides a comprehensive overview of service recovery research and provides avenues for
future research. Using meta-analysis, the research explores the impact of different service recovery
strategies (compensation, empathetic response, and information) on consumer responses, as well as
moderating factors related to the failure, the firm, and the recovery.
230. The Influence of Emotional Responses on Service Recovery Efforts
Krista Hill, Bridgewater State University, USA*
Jennifer Yule, Northeastern University, USA
This study examines whether the type of service recovery consumers prefer is influenced by their
emotional state. Participants were randomly assigned to either a worry or anger condition and
subsequently provided with a cognitive or affective recovery. Results revealed worried participants prefer
affective recoveries, while angry participants prefer cognitive recoveries.
231. Service Acculturation in the Financial Context
Alisa Minina, Stockholm University, Sweden*
Lisa Peñaloza, Kedge Business School, France
This study is an attempt to bring consumer acculturation to its roots by exploring learning processes that
occur when consumers serially relocate. We contribute to consumer acculturation literature by showing
how repeated consumer movement initiates the process of consumer multiculturation, resulting in
accumulation of cultural knowledge.
232. An Examination of Two Distinct Compliance Dependent Services
Lez Trujillo Torres, University of Illinois at Chicago, USA*
Stephanie Dellande, Menlo College, USA*
This examination is of compliance dependent services (CDS); long-term services. Customers participate
to create the service during the face-to-face exchange and must comply with the required role once away
from the provider. A pilot study was conducted and offers insight into the empirical study of two
distinctly different CDS.
233. Employing a Relationship Perspective to Determine Customer Engagement Value in Service
Contexts
Velitchka Kaltcheva, Loyola Marymount University, USA*
Anthony Patino, University of San Francisco, USA*
Dennis Pitta, University of Baltimore, USA
Michael Laric, University of Baltmore, USA
We test whether consumers’ relational models for a service firm structure how consumers engage with the
firm, thus generating different types of customer engagement value for the firm. Our research is grounded
in Alan P. Fiske’s (1991) Relational Models Framework and Kumar et al.’s (2010) typology of customer
engagement value.
234. Does Opposite-Gender Pairing of Consumers and Service Employees Mitigate the Negatives in
Service Failure Contexts?
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore, India*
Tabitha Thomas, University of Otago, New Zealand*
Consumers in stressful service contexts, including service failures, report lower (higher) magnitudes of
negative (positive) emotions and more favorable attitudes toward the service employee, service
experience, and the brand when paired with opposite-gender service employees. Consumers’ genderbased expertise bias and perceived treatment meted out by employees are examined as moderators.
13 Variety in Choice
235. How and Why Restricting Product Returns and Varying Product Return Policies Impact
Consumers
Lynn Dailey, Capital University*
The restrictiveness of product return policies (PRPs) vary between retailers and often within a retailer.
Hypotheses were derived from the PRP literature and psychological reactance theory regarding how
restrictiveness and variation of restrictiveness impact consumers. An experiment was pretested, and the
preliminary results support the hypotheses.
236. Investigate the Gender Difference in Customer Relational Bonds and Loyalty
Chi Hsun Lee, National United University, Taiwan, R.O.C.
Etta Y. I. Chen, Yuan Ze University, Taiwan, R.O.C.
Jui Lien Su, Yuan Ze University, Taiwan, R.O.C.*
This paper discusses how service providers apply the three types of relational bonds (stimulus) to
influence customer trust and perceived switching costs (organism) and ultimately promote customer
loyalty (response).
237. Too Concerned to Commit: The Effect of Privacy Concerns on Consumers' Preference For
Flexibility
Jiyoung Lee, University of Texas at Austin, USA*
Andrew Gershoff, University of Texas at Austin, USA
We propose that heightened privacy concerns lead consumers to seek flexibility, in an attempt to protect
their sense of control. Our studies demonstrate that when consumers have high privacy concerns, they are
more likely to prefer flexible options, which gives them control over their future decisions, despite the
costs.
238. Learning to Reduce Uncertainty: The Influence of Implicit Theories on Need For Variety
Joshua J. Clarkson, University of Cincinnati, USA*
Mary C. Murphy, Indiana University, USA
Ruth Pogacar, University of Cincinnati, USA
Believing the self is malleable offers a host of benefits. Yet it also leads to greater uncertainty about future
preferences. Consequently, those believing the self is malleable (versus fixed) overestimate their need to
variety-seek as a means of reducing future preference uncertainty.
239. When Repetition Leads to Faster Predicted Adaptation: The Role of Variety and Focalism
Maria Alice Pasdiora, Universidade Federal do Rio Grande do Sul, Brazil*
Vinicius Andrade Brei, Universidade Federal do Rio Grande do Sul, Brazil
Leonardo Nicolao, Universidade Federal do Rio Grande do Sul, Brazil
This research extends the literature on hedonic adaptation prediction in three ways. First, we show that
making usage repetition salient stimulates predictions of diminishing future enjoyment. Second, we
demonstrate that focalism mediates the effect of salient repetition on hedonic adaptation prediction. Third,
we explore the interaction between repetition and variety.
240. Why Did You Take the Road That Leads to Many Different Cities? Cultural Differences in
Variety-Seeking
Kyeong Sam Min, University of New Orleans, USA*
Jae Min Jung, California State Polytechnic University, Pomona, USA*
Drew Martin, University of Hawaii, Hilo, USA
Why do some tourists (e.g., East Asians) like to travel to a variety of new destination cities whereas others
(e.g., Westerners) prefer to stay only in their favorite destinations? We examine how individuals’ selfconstrual influences their variety-seeking in a product bundling decision.
241. A Double-Edged Sword: How Perceived Variety and Perceived Choice Difficulty Jointly
Determine Consumers’ Satisfaction With a Customized Product.
Michael Dorn, University of Bern, Switzerland*
Adrian Brügger, University of Bern, Switzerland
Claude Messner, University of Bern, Switzerland
High variety assortments are a double-edged sword. On one hand perceiving large variety is attractive, on
the other hand choosing from it can cause perceived choice difficulty. Using mass-customizations tools
our two studies show how both antipodal processes jointly determine consumers’ satisfaction with the
customized product.
Saturday, 3 October 2015
Continental Breakfast
7:00 AM - 8:00 AM
Chemin Royale
J ACR Breakfast
7:30 AM - 9:00 AM
Newberry Ascot
By Invitation Only
Registration
8:00 AM - 4:00 PM
Registration Counters, 1st floor
Co-Author Rooms
8:00 AM - 5:55 PM
Chequers, Edlington Winton, Prince of Wales, Cambridge
Film Festival
8:00 AM - 5:55 PM
Marlborough
Films have 10 minutes of Q&A after their first screening
Film Festival Session 6: 8:00 AM - 9:20 AM
Room: Marlborough
Paradoxes in Postmodern Consumption
Alain Decrop, University of Namur*
Postmodernity has brought new consumption trends juxtaposing opposites. This film presents a number of
such paradoxes of postmodern consumers, including alone and together, real and virtual, nomadic and
sedentary, etc. We show how a bunch of products and activities have developed around these paradoxes.
(38 minutes)
Monstrous Organizing: The Dubstep Electronic Music Scene
Joel Hietanen, Stockholm University, Sweden*
Joonas Rokka, Neoma Business School, France*
Risto Roman, Helsinki University, Finland
Alisa Smirnova, Stockholm University, Sweden*
Monstrous Organizing: The Dubstep Electronic Music Scene is a cross-disciplinary videography bridging
consumer research and organization theory. It highlights inherent the instability and ephemerality of
organizing in scenes or 'taste regimes' and how such cultural scenes have become melancholic in the
throws of cultural acceleration.
(30 minutes)
Film Festival Session 7: 9:40 AM - 11:00 AM
Room: Marlborough
Experiencing Contemporary Arts: A Reexamination of Fun, Feeling and Fantasy
Christine Petr, Sciences Po Rennes - CRAPE, France*
How are contemporary arts experienced by occasional attendance? As the film shows, the experiential
paradigm about “fun, feeling and fantasy” (‘3F’) in consumption should be adapted to contemporary art
experience. Occasional spectators struggle to experience fun. Also, the feelings experienced are not
systematically positive or hedonistic. And, faced with the artist’s fantasy, spectators labor to understand
the creative motives and often question the value of such imaginative artistic processes. Consequently, the
alternative tryptic to describe contemporary art experience by occasional attendance is “Strangeness,
Stress and Stupidity”. The film ends with staging that cultural mediation strategy can help occasional
visitors to experiment the reversal from the initial and unpleasant “3 S” to the enjoyable “3 F”
(30 minutes)
Have you Ever Eaten Horsemeat? Illustrating Paradoxes of Horsemeat Consumption in Finland
Minna-Maarit Jaskari, University of Vaasa, Finland*
Hanna Leipämaa-Leskinen, University of Vaasa, Finland
Henna Syrjälä, University of Vaasa, Finland*
Horsemeat scandal exposed that several meat products contained traces of horsemeat. The scandal
uncovered crimes in meat markets and maltreatment of animals. Consumers felt furious and betrayed. The
scandal demonstrated how the consumption of horsemeat involves more than meets the eye in the first
place. Have you ever eaten horsemeat?
(12 minutes)
Feeding America: The Challenges of SNAP
Sharon Schembri, University of Texas - Pan American, USA*
Lauro Zuniga, University of Texas - Pan American, USA
The Supplemental Nutritional Assistance Program (SNAP) otherwise known as the food stamp program,
serves 46.6 million Americans. A visual ethnographic research design combines shadow shopping and indepth interviewing and documents the consumer's experience of SNAP. This research highlights the
challenges associated with SNAP both for consumers and public policy makers.
(22 minutes)
Film Festival Session 8: 11:20 AM - 12:40 PM
Room: Marlborough
Sunday at the Car Boot Sale
Aurélie Dehling, SKEMA Business School, France*
Baptiste Cléret, University of Rouen, France*
This research aims to explore the second-hand realm through the eyes of used item consumers. Six
consumers have revealed to us their motivations, practices, and know-how. One element attracted our
attention: the presence of an underlying tension between discourse and practice that is more divergent
than convergent.
(19 minutes)
Street Corner Compromises
Baptiste Cléret, University of Rouen, France*
Spaces and places are socially produced and the theatre of power struggles. These social dialectics take
place between different worlds and create compromises. This videography aims at showing how the street
can represent a place of compromises, between a street guitarist and his sociocultural environment.
(11 minutes)
My Army Training Week
Stefan Szugalski, Stockholm School of Economics, Sweden*
Magnus Söderlund, Stockholm School of Economics, Sweden
Sofie Sagfossen, Stockholm School of Economics, Sweden
Jonas Colliander, Stockholm School of Economics, Sweden
Why do people pay for extreme experiences? Why do people pay for getting screamed at while
exercising? What motivates them to start exercising at 6 am? I, a consumer behaviour researcher, signed
up for Army Training, join the experience in My Army Training Week!
(31 minutes)
Film Festival Session 9: 2:20 PM - 3:40 PM
Room: Marlborough
Dialectical Dildo: Why Women's Erotic Consumption Is Not a Threat to Men
Luciana Walther, UFSJ Federal University of Sao Joao del Rei, Brazil*
This ethnography investigates Brazilian women’s erotic consumption with a dialectical approach. From
the comparison between the extremes of the particular and the universal, a counterintuitive finding
emerges. Aspects of this particular phenomenon suggest the refutation of a universal assumption: that
erotic products may replace men.
(33 minutes)
Last Night a Hacker Saved my Life
Alexandra Vignolles, INSEEC Business School, France*
Those we call hackers have been well aware of the political and economic issues at stakes behind our
screens for a long time now. They know about the hopes and risks of the cyberspace, this videography
presents a certain vision of their past and current role in our world.
(35 minutes)
Film Festival Session 10: 4:00 PM - 5:20 PM
Room: Marlborough
Contesting Space
Philipp Wegerer, University of Innsbruck, Austria*
Verena Stoeckl, University of Innsbruck, Austria
Sabrina Gabl, University of Innsbruck, Austria
We study how bicycling transforms urban space in the Austrian city of Innsbruck. Drawing on the work of
Lefebvre (1991) we study public modes of dominating urban space and collective practices of resistance
in which consumers engage to re- appropriate urban space for bicycling. We find that authorities create
and control bicycling space by the use of boundaries and by mimicking automobile space. In contrast we
find that cyclists reclaim space through misusing artifacts, signs and space for riding and parking. We
argue that this two processes form a dialectical tension that gradually transforms urban space.
(9 minutes)
Fanatic Consumption - An Exploratory Analysis in Genre Film Festivals
João Pedro dos Santos Fleck, Pontifícia Universidade Católica do Rio Grande do Sul, Porto
Alegre, Brazil
Carlos Alberto Vargas Rossi, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil*
Nicolas Isao Tonsho, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil
Paulo Dalpian, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil*
An analysis of the consumption of genre film festivals in South America and North America. Several
similarities were found: the audience prepare with high anticipation, they enjoy intensely the shared
experience with other fans and filmmakers, have feelings of belongingness and consider the festivals as
something special in their lives.
(22 minutes)
Contests as a Serious Leisure- A Qualitative Study on Gymkhanas
Amanda Dreger, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Bianca M. Ricci, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Graziele Kemmerich, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Ioná Bolzan, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
Stefânia Ordovás de Almeida, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil*
João Pedro dos Santos Fleck, Pontifícia Universidade Católica do Rio Grande do Sul, Brazil
A videography about the phenomenon of the Gymkhana in the small city of São Jerônimo, in the south of
Brazil. The interviews indicate how involved the participants of this event are, having a feeling of
belongingness and showing the serious leisure aspects of the gymkhana.
(12 minutes)
New-Age Elderly & Technology
Fernanda Trindade Deyl, Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre,
Brazil
Letícia Rocha Stocker, Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre,
Brazil
Rafael Bittencourt, Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre, Brazil
Stefânia Ordovás de Almeida, Pontifícia Universidade Católica do Rio Grande do Sul, Porto
Alegre, Brazil*
João Pedro dos Santos Fleck, Pontifícia Universidade Católica do Rio Grande do Sul, Porto
Alegre, Brazil
A new segment of consumers is gaining attention: the new-age elderly. They are interested in new
experiences and challenges. They are not classified by age, but by their behavior. The goal of this study is
to understand the relationship between the new-age elderly and technology, focusing on the female
gender.
(21 minutes)
Session 6
8:00 AM - 9:20 AM
Paper 1: 8:00 AM - 8:20 AM
Paper 2: 8:20 AM - 8:40 AM
Paper 3: 8:40 AM - 9:00 AM
Paper 4: 9:00 AM - 9:20 AM
6.1 PERSPECTIVES SESSION: Connecting Theory
with Practice
Room: Salon 21 & 24
Chair: Donald Lehmann, Columbia University, USA
Panelists:
Punam Keller, Dartmouth College, USA
John Lynch, University of Colorado, USA
Linda Price, University of Arizona, USA
Building on the conference theme of Advancing Connections, the purpose of this perspectives session is
to encourage stronger connections between theory and practice by bringing together three researchers who
have sought to make academic research more relevant for solving real-world problems. Punam Keller will
discuss her work on designing and implementing theory-based health communication tools. John Lynch
will discuss why consumers are so financially illiterate and how “just in time” financial education can
improve financial behavior. Linda Price will discuss how the vast availability of data and algorithms for
readily sorting and analyzing data has changed the nature and process of theory building and theory
testing in our field and propose some simple, time-tested tools for reasserting theorizing as a research
practice in this complex, data-rich, insight-poor world.
6.2 Identities in Transition: Concepts and Narratives of
Consumption
Room: Salon 4
Chair: Marius K. Luedicke, City University London, UK
1. Self-Compassion, Social Comparison and Coping Strategies: The Case of Downwardly Mobile
Consumers
Katerina Karanika, University of Exeter, UK*
Margaret Hogg, Lancaster University, UK
Most consumer research on coping is based on the notion of pursuing self-esteem but recent psychological
research emphasises the pursuit of self-compassion as healthier to the self-esteem pursuit. This
phenomenological study on downwardly mobile consumers identifies different coping strategies of selfcompassion and the role of social comparisons in self-compassionate coping.
2. Women in Transition — Consumption Narratives of First-Time Motherhood
Andrea Hemetsberger, University of Innsbruck, Austria*
Sylvia von Wallpach, Copenhagen Business School, Denmark
Martina Bauer, University of Innsbruck, Austria
Adopting a life-course perspective, this study reveals four narratives of transition to motherhood and
according changes of (non-) consumption patterns that liberate, constrain, support, legitimize, and
perfectionize women’s understandings of motherhood as ‘a fairytale’ coming true, as a ‘dual-role
narrative’, as ‘temporary motherhood’, or as a ‘turning point’ in life.
3. Rejuvenated Territories of Adulthood
Mathieu Alemany Oliver, Aix-Marseille Université, AMGSM-IAE Aix, CERGAM EA 4225*
This conceptual paper challenges the traditional Western conceptualization of adulthood.
4. Considering the Role of Identity Cultivation Stage in Symbolic Self-Completion and Self-Retention
Robert E. Kleine, Ohio Northern University, USA
Susan Schultz Kleine, Bowling Green State University, USA
Douglas R. Ewing, Bowling Green State University, USA*
Consumer research has yet to consider implications of identities evidencing cultivation stages. This
investigation examines how identity cultivation stage (rookie vs. veteran) impacts symbolic selfcompletion and self-retention. Evidence indicates that consumers with more identity-related resources,
such as relevant possessions, are less likely to self-symbolize individuals with fewer resources.
6.3 Understanding Prosocial Behavior Across Levels of
Analysis: From the Brain to the Field
Room: Salon 6
Co-chairs: Crystal Reeck, Temple University, USA
Ming Hsu, University of California Berkeley, USA
1. The Controlled Nature of Prosociality: Pharmacological Enhancement of Prosocial Behavior
Ming Hsu, University of California Berkeley, USA*
Ignacio Sáez, University of California Berkeley, USA
Andrew Kayser, University of California Berkeley, USA
Considerable debate exists regarding the extent to which prosocial actions are a product of automatic or
controlled processes. We addressed this question by pharmacologically enhancing cognitive control
mechanisms via the drug tolcapone. Our results argue that controlled, as opposed to automatic, processes,
enable prosocial behavior.
2. Neural Mechanisms Promoting Selflessness in Potential Conflicts of Interest
Crystal Reeck, Temple University, USA*
Nina Mazar, University of Toronto, Canada
Dan Ariely, Duke University, USA
Rita Ludwig, University of Oregon, USA
Malia Mason, Columbia University, USA
Conflicts of interest (CoIs) may undermine advice that consumers rely upon, yet some judges provide
unbiased advice when confronted with such dilemmas. The present neuroimaging and behavioral
experiments revealed that variability in self-control predicted individual differences in selflessness when
confronting potential CoIs.
3. Affective Mechanisms in Microlending Decisions: Using Internet Data and Neuroimaging to Predict
Market-Level Behavior
Alexander Genevsky, Stanford University, USA*
Brian Knutson, Stanford University, USA
Research has not established which neuropsychological mechanisms support microlending decisions, nor
whether their influence extends to markets involving significant financial incentives. In two studies, using
a large internet dataset and neuroimaging methods (fMRI), we demonstrate that neural affective
mechanisms predict microloan request success at both the group and market-level.
4. Prosocial Incentives: Limits and Benefits of Working for Others
Alex Imas, Carnegie Mellon University, USA*
Elizabeth Keenan, University of California San Diego, USA
Ayelet Gneezy, University of California San Diego, USA
Using a combination of lab and field experiments, we demonstrate that prosocial incentives, where effort
is tied directly to charitable contributions, can be more effective in motivating effort and participation than
standard self-benefiting incentives. Prosocial incentives are particularly effective when stakes are low and
decisions are made public.
6.4 How Much Are You Having? Marketers' Effects on
Food Consumption
Room: Salon 7
Chair: Courtney Droms, Butler University, USA
1. How Squeeze Tubes Affect Consumption Volume
Elke Huyghe, Ghent University, Belgium*
Maggie Geuens, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Convenient packagings have been increasingly added to product assortments. Two studies show that
consumers use less of a product when it comes in a squeeze tube versus a traditional container. A third
study shows that the ease of consumption monitoring drives the effect which is more prominent for
unrestrained eaters.
2. How the Disclosure of Nutrition Information with Different 'Per-Serving Basis' Affects Sales
Volume
Ossama Elshiewy, University of Goettingen, Germany*
Steffen Jahn, University of Goettingen, Germany
Yasemin Boztug, University of Goettingen, Germany
This study analyzes how lower serving-size specifications on nutrition labels affects sales volume. After
label introduction, sales for yogurts increased with lower serving-size specification. The objective
healthiness of the products-which is meant to be disclosed-did not affect sales. Thus, nutrition labels can
thwart their purpose of promoting healthier purchases.
3. Adult Food Insecurity and the Hunger-Obesity Paradox: Are These Distinct Consumer Segments?
Debra M Desrochers, University of Westminster, UK*
Stephan Dahl, University of Hull, UK
The co-existence of food insecurity and obesity leads to the claim that these food consumption conditions
may be simultaneously addressed. Using NHANES data, this study shows that the behaviors associated
with these conditions differ sufficiently and should be treated as separate issues in the world of public
health.
4. Using Food Reinforcer to Shape Children’s Non-Food Behavior Modifies Children’s Food
Preference
Ji Lu, Dalhousie University, Canada*
Suhong Xiong, Chongqing Technology and Business University, China
Narendra Arora, The INCLEN Trust International, India
Laurette Dubé, McGill University, Canada
Control rules are parental practices of using food to encourage children to behave. A field study showed
that children lived in families with high frequency of using control rules exhibited higher preference for
highly reinforcing food, and such effect was particularly strong for boys with high reward sensitivity.
6.5 Effects of Consumer Uncertainty
Room: Salon 9
Chair: Helene Deval, Dalhousie University, Canada
1. When Precision Protects: Precise Product Information as a Source of Control
Christophe Lembregts, Erasmus University Rotterdam, The Netherlands*
Mario Pandelaere, Ghent University, Belgium
In this work, we show in three studies that lacking personal control may lead consumers to a stronger
preference for precise product information among people who lack control, compared with those who feel
in control. We test this hypothesis in three studies.
2. The Power of Uncertainty
Luxi Shen, CUHK Business School, Hong Kong*
Christopher Hsee, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
Do people repeat an action more if the outcome of the action is certain than if it is uncertain? We find that
consumers, for example, repeat the purchase more for an uncertain discount than a certain discount,
because the desire to resolve uncertainty has extra motivational power.
3. Reconsidering Uncertainty in Preannouncements
Roland Schroll, University of Innsbruck, Austria*
Reinhard Grohs, Private University Seeburg Castle*
Drawing from signaling theory, extant preannouncement literature views uncertainty as generally
negative. We introduce a more nuanced perspective and show that the effect of preannouncement
uncertainty on market anticipation depends on the immediacy of a decision. Thus, this article suggests a
novel strategy for increasing market anticipation.
4. A Cautious Pursuit of Risk in Online Word-of-Mouth: The Effect of Truncated Distribution on
Consumer Decisions
Stephen He, Manhattan College, U.S.A.*
Na Wen, City University of Hong Kong, Hong Kong
Combining field and experimental data, we investigate word-of-mouth (WOM) based consumer decisions
in four studies. Contrary to traditional reference-dependent predictions, high WOM dispersion is preferred
among options with high WOM average. This pattern is driven by truncation of WOM distribution and
elongation bias.
6.6 Transforming Consumption Meanings and Values:
Online, Local, and Global Perspectives
Room: Salon 10
Chair: Stephanie Feiereisen, City University London, UK
1. Extending The Sociocultural Perspective on Value Creation: The Role of Object Circulation in
Consumer Collectives
Bernardo Figueiredo, RMIT University, Australia*
Daiane Scaraboto, Pontificia Universidad Católica de Chile, Chile*
We expand sociocultural understanding of value creation in consumer collectives by demonstrating how
practices of object circulation create value systemically. Our four-stage framework draws from practice
theory and anthropological theories of value-in-action to analyze ethnographic and netnographic data from
consumers of Geocaching, a tech-mediated treasure hunting game.
2. Exploring the Specificities of Online Luxury Brand Communities: An Ingratiation Theory
Perspective
Marina Leban, London School of Economics, UK
Ben Voyer, ESCP Europe, France*
This study draws from ingratiation theory to investigate the specificity of online luxury brand
communities, using an observational netnography. We analyze and discuss the diverging strategies held
by low and high power community members, and the role played by flattery in maintaining and gaining
status in the community.
3. Home Is Where the Money Is: Financial Consumption in Global Mobility
Alisa Minina, Stockholm University, Sweden*
Prior studies argue that global mobility destabilizes consumers’ sense of home by uncoupling it from
particular local settings. This paper extends existing research by showing how globally mobile consumers
express their sense of home through financial consumption and develop a set of financial consumption
practices as an answer to the demands of their mobile lifestyle. This way, financial consumption can serve
as a grounding mechanism, anchoring an individual in a particular location by means of economic capital.
4. Creating Hybridity: The Case of American Yoga
Gokcen Coskuner-Balli, Chapman University, USA*
Burcak Ertimur, Fairleigh Dickingson University, USA*
This paper examines the processes of construction of hybrid practices in the marketplace in the context of
American Yoga. Investigating the thirty-year evolution of yoga in the U.S. and the institutional practices
of brands, we identify strategies through which hybrid practices are created.
6.7 What's Risky? New Perspectives on "Risk" Aversion
Room: Salon 12
Co-chairs: Robert Mislavsky, University of Pennsylvania, USA
1. Risk Is Weird
Robert Mislavsky, University of Pennsylvania, USA*
Uri Simonsohn, University of Pennsylvania, USA
We propose that the presence of unusual mechanisms used to introduce risk, rather than risk itself, is a
primary driver of what has been considered “risk aversion.” Even in the absence of uncertainty,
participants in four studies valued items in “weird” scenarios less than they did in more straightforward
questions.
2. Gamblers Are Fun (But They Aren't Risk Takers)
Theresa Kelly, Washington University, USA*
Joseph Simmons, University of Pennsylvania, USA
We show that subtle differences in framing can dramatically alter people’s willingness to accept risky
versus certain options. In particular, we find that choosing an uninteresting option often feels worse than
rejecting an interesting option, and that earning nothing sometimes seems better than earning next-tonothing.
3. The Unattractiveness of Hedges: Implications for the Conception of Risk Preferences
Shane Frederick, Yale University, USA*
Andrew Meyer, Yale University, USA
Amanda Levis, Yale University, USA
Those who own a $10 HEADS voucher value a $10 TAILS voucher less than $5. This contradicts the risk
aversion implied by their valuation of the HEADS voucher (which is also below $5). This logical error is
difficult to expunge and it challenges essentially every existing model of risk attitudes.
4. Value Atrophy in Consumer Assessment of Risky Options
Uzma Khan, Stanford University, USA*
Daniella Kupor, Stanford University, USA
We show that perceived value (negative or positive) of a risky option decreases upon addition of further
risky prospects of the same valence. As a result, consumers can perceive normatively more dangerous
(beneficial) options to be less dangerous (beneficial), and normatively less dangerous (beneficial) options
to be more dangerous (beneficial).
6.8 Indulgence in Context: Within-Episode Dynamics of
Indulgent Consumption
Room: Salon 13
Co-chairs: Ga-Eun (Grace) Oh, Hong Kong University of Science and Technology
1. The Influence of Nutrition Information on Sequential Consumption Decisions for Indulgent Food
Ga-Eun (Grace) Oh, Hong Kong University of Science and Technology*
Young Eun Huh, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
This research examines the effect of nutrition information on initial choices and subsequent consumption
decisions for indulgent food. We find that nutrition information has no effect on initial choices between
unhealthy and healthy foods. However, it makes restrained eaters reduce subsequent consumption of
indulgent food, after prior unhealthy choice.
2. Preference Reversal of Indulgent Rewards as A Dynamic Self-Control Mechanism
Qian Xu, University of Hong Kong*
Liyin Jin, Fudan University, China
Ying Zhang, Peking University, China
The present research tested for a dynamic self-control process that helps to resolve the conflicts between a
focal goal and a chronicle goal by altering the choice of the indulgent reward that undermines the
chronicle goal (e.g., cheese cake) during versus after the focal goal pursuit.
3. What’s Next? Anticipated Consumption Variety: Borrowing Affect From the Future To Slow
Satiation in the Present
James Mead, University of Houston – Clear Lake, USA*
Maura Scott, Florida State University, USA
David Hardesty, University of Kentucky, USA
This research investigates the influence of anticipated future consumption variety on consumers’ present
consumption satiation. It demonstrates that consumers who anticipate more (vs. less) future variety satiate
more slowly. Further, consumers’ negative affect drives the slowed satiation. Product type (vice or virtue)
and consumer emotional intelligence moderate this effect.
4. Too Busy to Lose Control: Impact of Busyness on Indulgent Consumption Behaviors
JeeHye Christine Kim, INSEAD, Singapore*
Monica Wadhwa, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
We explore how busy appeals in marketing impact consumer choices. Contrary to prior research on time
pressure which predicts increased indulgent consumption under time pressure, we propose that busyness
reduces indulgent consumption by increasing perception of self-importance. We provide support for the
process across four studies including a field study.
6.9 The Power of Positioning: Critical Drivers of Brand
Perceptions
Room: Salon 15
Chair: John Godek, Seattle Pacific University, USA
1. An Integrative View on Target-Brand Customers’ Reactions to Different M&A Brand-Name
Strategies
Anja Spilski, Saarland University, Germany*
Andrea Groeppel-Klein, Saarland University, Germany
The paper analyzes consumer reactions to different brand-name strategies that companies can employ
following Mergers & Acquisitions (M&A). Using SEM, we found support for indirect effects on targetbrand consumers’ switching intentions including uncertainty, brand clarity, and reactance as mediators.
Furthermore, we show premerger acquirer brand valence to moderate the effects.
2. Building Brand Equity through Bundling: The Effect of Cross-Brand Promotions on Perceptions
Rajiv Vaidyanathan, University of Minnesota Duluth, USA*
Three studies explored whether an unknown brand can leverage the equity of a strong brand merely by
being bundled with it as a promotion. Results show that such bundling hurts the unknown brand, resulting
in lowered evaluations compared to when it was bundled with another unknown brand.
3. Group-Member Magnification: Brand Entitativity Polarizes Judgments of Products
Robert Smith, Ohio State University, USA*
The mere knowledge that an individual is part of an entitative or unified group affects responses to that
individual. Products that are part of entitative collections of products (i.e. brands) elicit polarized
judgments and consumption amounts because these products seem to possess the meaningful essence of
the brand.
4. Rebel With a (Profit) Cause: How Rebellious Brand Positioning Leads to the Perceived Coolness
Alessandro Biraglia, Leeds University Business School, University of Leeds, UK*
J. Joško Brakus, Leeds University Business School, University of Leeds, UK
In five experiments we test the effect of a disadvantaged brand biography and rebelliousness on
consumers’ perception of coolness. Results consistently demonstrate that expressing rebelliousness is
considered cooler when a person or a company comes from a disadvantaged background. Furthermore,
brand authenticity mediates the relationship between rebelliousness and coolness.
6.10 What Drives our Drives? New Insights into the
Predictors and Process of Consumer Goal Pursuit
Room: Salon 16
Chair: Harish Sujan, Tulane University, USA
1. Goal Specificity, Subjective Impact, and the Dynamics of Consumer Motivation
Scott Wallace, Duke University, USA*
Jordan Etkin, Duke University, USA
Specific and non-specific goals are both prevalent in consumers’ lives. Dieters can target a specific weight
or aim to maximize weight loss. Families can budget weekly grocery expenditures or aim to minimize
spending. Using a framework of goals-as-reference points, we explore dynamic motivational differences
between specific and non-specific consumer goals.
2. Shop Different: Impulsivity, Sequential Decision Making, and Motivations for Unplanned Purchases
Jacob Suher, University of Texas at Austin, USA*
Wayne Hoyer, University of Texas at Austin, USA
Over 50% of purchases are unplanned, yet shoppers’ motivations for unplanned purchases are poorly
understood. To address this research gap, we propose a model of intrinsic and extrinsic motivations to
make unplanned purchases. Three studies support our framework and its implications for the shopper
marketing and sequential decision making literature.
3. How Goal Distance Influences Regulatory Focus in Goal Pursuit
Olya Bullard, University of Winnipeg, Canada*
Rajesh V. Manchanda, University of Manitoba, Canada
This research demonstrates that large (vs. small) goal distance leads to a promotion (vs. prevention)
focused representation of a goal. The underline mechanism is the change in reference points which
produces a switch from a “gain frame” to a “loss frame” of mind as progress toward the goal is made.
4. Different Questions, Different Plans? The Impact of Planning Interventions on Consumer Goal
Pursuit
Jason Stornelli, Oregon State University*
Richard P. Bagozzi, University of Michigan, USA
J. Frank Yates, University of Michigan, USA
Research demonstrates plans facilitate goals but are also deleterious. When are plans helpful/harmful?
Two issues help answer this question. First, seemingly interchangeable interventions prompt planners to
focus on steps versus obstacles. Second, these thought differences impact the experience of goal pursuit
by influencing evaluation of actions, regret, and outcome expectancies.
6.11 Pricing Insights: How Consumers Assess Value
Room: Salon 18
Chair: Anne Roggeveen, Babson College, USA
1. When Do Partitioned Prices Increase Demand? Meta-Analytic and Experimental Evidence
Ajay Abraham, Seattle University, USA*
Rebecca Hamilton, Georgetown University, USA
Our meta-analysis of partitioned pricing research examines 149 observations from 43 studies. The
perceived surcharge benefit and typicality of partitioning the surcharge are robust moderators of the effect
of partitioned pricing on consumer demand. A follow-up experiment shows a more positive effect of
partitioning for typical than for atypical surcharges.
2. Sensitivity to Price Changes According to the Weber Fraction: Implications for the General Price
Elasticity
Robert Mackiewicz, University of Social Science and Humanities, Poland*
Andrzej Falkowski, University of Social Science and Humanities, Poland*
Price sensitivity measured as Weber fraction and price elasticity of demand depend on the frame of
reference: a purchase may be considered either as gain (price decrease condition) or loss (price decrease
condition). The paper compares psychological and economical methods of studying the price / demand
relationship.
3. Paying for a Chance to Save Money: Participation Fees in Name-Your-Own-Price Selling
Robert Zeithammer, University of California Los Angeles, USA*
Martin Spann, University of Munich, Germany
Gerald Häubl, University of Alberta, Canada
Lucas Stich, University of Munich, Germany
We report results of an incentive-compatible experiment that tests the economic-theoretical prediction that
name-your-own-price retailers, such as Priceline, should benefit from charging upfront participation fees.
As predicted, such fees are profitable. We propose and estimate behaviorally enriched models (involving
risk-aversion and myopia) of the observed consumer entry and bidding behavior.
4. Double Mental Discounting: How a Single Promotional Rebate Feels Twice as Nice
Andong Cheng, Pennsylvania State University, USA*
Cynthia Cryder, Washington University, USA
When receiving a promotional rebate, consumers “double discount” that rebate, mentally posting the
rebate rewards to both the Time 1 purchase when they received the rebate and the Time 2 purchase when
they use the rebate. Ease of payment coupling plays a key role in double discounting.
6.12 Theorizing Digital Consumption Objects
Room: Salon 19 & 22
Co-chairs: Rebecca Watkins, Cardiff University, UK
1. Conceptualising the Ontology of Digital Consumption Objects
Rebecca Watkins, Cardiff University, UK*
This paper draws from empirical data to identify three ontological characteristics which distinguish digital
objects from the singular, stable, inert and spatiotemporally fixed material objects documented in prior
research, highlighting their transience, fluidity and instability, and considering how and in whose interests
these characteristics are assembled and might be re-assembled.
2. Digital Materiality - A Phenomenological Exploration
Richard Kedzior, Bucknell University, USA*
With traditional notions of “material” challenged by processes such as dematerialization, rematerialization
or digitization, consumer researchers have struggled with conceptualizations of digital materiality. This
paper systematically and critically reviews existing conceptualizations and offers a framework that
organizes main themes related to digital materiality, exemplifying these themes by presenting
phenomenological findings.
3. Image and Sound in a Digital Age: The Inflation of Symbols and the Erosion of Value
Russell Belk, York University, Canada*
Too much money in circulation leads to inflation and a decrease in currency value. The same is true of
symbols of status, power, and authority. Likewise the digitization of film, photos, and music, leads to
more (quantity) of less (less tangible goods), eroding their value compared to their physical counterparts.
6.13 ROUNDTABLE: Who Are You? Exploring
Consumer Authenticity
Room: Salon 3
Chair: Katherine M. Crain, Duke University, USA
Participants:
Alixandra Barasch, University of
Pennsylvania, USA
Jonah Berger, University of Pennsylvania,
USA
Jonathan Berman, London Business School,
UK
James R. Bettman, Duke University, USA
Michael Beverland, University of Bath, UK
Amit Bhattacharjee, Erasmus University,
Netherlands
Jennifer Edson Escalas, Vanderbilt
University, USA
Kent Grayson, Northwestern University,
USA
Kirk Kristofferson, Arizona State
University, USA
Brent McFerran, Simon Fraser University,
Canada
George E. Newman, Yale University, USA
Colbey Emmerson Reid, North Carolina
State University, USA
Avni M. Shah, University of Toronto,
Canada
Oleg Urminsky, University of Chicago,
USA
Caleb Warren, Texas A & M University,
USA
Hillary Wiener, Duke University, USA
Although past research has explored identity-signaling, less research has explored whether or not these
signals are perceived by both the consumer and observers as authentic. This roundtable discussion will
focus on (1) defining and measuring consumer authenticity, (2) antecedents of consumer authenticity, and
(3) consequences of consumer authenticity.
Coffee Break
9:20 - 9:40 AM
Chemin Royale
Session 7
9:40 AM - 11:00 AM
Paper 1: 9:40 AM - 10:00 AM
Paper 2: 10:00 AM - 10:20 AM
Paper 3: 10:20 AM - 10:40 AM
Paper 4: 10:40 AM - 11:00 AM
7.1 SPECIAL SYMPOSIUM: Advances in Memory
Research
Room: Salon 21 & 24
Chair: Carolyn Yoon, University of Michigan, USA
1. Attention Regulation and Distraction
Lynn Hasher, University of Toronto, Canada
Attention regulation plays a critical role in performance on a wide range of cognitive tasks from implicit
learning to creativity. When attention regulation is efficient, as it frequently is for healthy young adults, it
permits rapid learning of goal relevant information and rapid and accurate retrieval of goal relevant
information. When attention regulation is not efficient, as it frequently is for older adults, performance
patterns are quite different from those of young adults and, critical to this talk, non-goal relevant
information (i.e., distraction) will play a larger role than is otherwise the case. In fact, distraction is a
double-edged sword in the mental lives of older adults: It can be disruptive, slowing responses, increasing
errors, reducing retrieval. Distraction can also be facilitative, resulting in greater learning of information
(including both relevant targets and irrelevant distraction), greater binding of information, and, perhaps
most surprisingly, greater retrieval. We presume that the underlying mechanism that determines these
patterns is inhibition and our work and that of others has shown that inhibition is reduced in older adults
and is reduced for everyone functioning at their off peak time of day. My talk focuses on the upside of
reduced inhibitory functioning. I’ll share evidence that older adults encode the meaning of distraction
which young adults ignore and evidence that distraction can even serve as a rehearsal device for older
adults, actually eliminating forgetting. I will also share evidence that distraction can serve as a learning
device, helping older adults in this instance, to learn the names of new faces. Taken together, the work
suggests that reduced inhibition (and attendant control over attention) enables a broader window of
encoding which can under some circumstances actually help the cognitive functioning of older adults.
2. The Future of Memory: Remembering the Past and Imagining the Future
Donna Addis Rose, The University of Auckland, New Zealand
Recently, traditional theories of episodic memory have been extended to consider the role of memory in
future thinking. In particular, patient and neuroimaging research suggests that episodic memory and
associated neural structures such as the hippocampus may play a critical role not only in remembering but
also in imagining. I will describe studies that examine how flexible and constructive memory processes,
supported by the hippocampus and associated networks, allow us to construct detailed simulations that
serve to guide and enhance our future behaviors.
3. Selective Memory Benefits Conveyed by Positive and Negative Emotion
Elizabeth Kensingerr, Boston College, USA
It is widely believed that memory is better for events that evoke an emotional reaction. In this talk, I will
present evidence that these memory benefits are selective: Only some elements of an emotional event are
remembered well. I will present additional evidence that sleep-dependent processes may play an
important role in this selectivity, protecting memory for only the most salient details of an emotional
event. I will then discuss how the effects of positive and negative emotional reactions can affect the
resolution of a memory, with negative reactions leading to the retention of more precise details than
positive reactions.
7.2 The Complex Self: Effects of Multifaceted SelfIdentities on Consumer Behavior
Room: Salon 4
Chair: Leigh Novak, Illinois State University, USA
1. So Many Selves: The Effect of Self-Complexity on Attitudes toward Identity Goods
Sara Loughran Dommer, Georgia Tech, USA*
Nicole Verrochi Coleman, University of Pittsburgh, USA
Karen Page Winterich, Pennsylvania State University, USA
The model of self-complexity assumes that self-representations differ in terms of both the number of and
distinctions between self-aspects. Multiple studies demonstrate a significant positive effect of selfcomplexity on attitudes toward identity-consistent goods and provide evidence that the malleability of the
self mediates this relationship.
2. Activating Multiple Facets of the Self: How Identity Facets and Brand Personality Can Influence
Self-Brand Connections
Marilyn Giroux, Concordia University, Canada*
Bianca Grohmann, Concordia University, Canada
The authors use the facets of identity to investigate their impact on self-brand connections. Two studies
address how different identity facets can lead to higher connections with a certain brand personality. The
results suggest that the match-up between identity facets and brand personality dimensions will lead to
stronger self-brand connections.
3. The Capitalizing Practices of Lower-Class Consumers in the Context of Higher Education
Rodrigo Castilhos, Unisinos Business School, Brazil*
Marcelo Fonseca, Unisinos Business School, Brazil*
This paper aims to understand how dominated consumers invest in legitimate forms of cultural capital.
Through a qualitative inquiry with students of a distance learning program, we show how consumers’
capitalizing practices contribute to their identity projects beyond the actual conversion of other forms of
capital into cultural a one.
4. Identity Integration Predicts Indecisiveness in Identity-Relevant Decision-Making Tasks:
Management of Multiple Identities Matters
Kathrin Hanek, University of Michigan, USA*
Fiona Lee, University of Michigan, USA
Three studies demonstrate that people with low identity integration (II)—or those who perceive their
identities to be in conflict—are more indecisive than those with high II—who perceive their identities as
compatible. II directly affects identity-relevant, but not identity-irrelevant, indecisiveness, suggesting that
identity management processes underlie this relationship.
7.3 The Science of Charitable Giving and Pro-Social
Behavior
Room: Salon 6
Co-chairs: Indranil Goswami, University of Chicago, USA
1. On Being the “Tipping Point”: Threshold Incentives Motivate Behavior
Lalin Anik, Duke University, USA*
Michael I. Norton, Harvard Business School, USA
In a series of social movements, we document that being the “tipping” person whose contributions (e.g.,
charitable giving, blood donations) at the critical moment creates a turning point is very motivating. We
show that social motivation exceeds financial rewards and is driven by a sense of responsibility toward
fellow participants.
2. “I Feel Your Pain” The Efficacy of Instantiating States in Charitable Appeals
Carey Morewedge, Boston University, USA
David Carlin, Williams College, USA*
Increasing a donor’s understanding of the beneficiary’s psychological state (challenges or sufferings)
appears to be more effective than other empathy-increasing appeals. Even negative events (unpleasant for
the donor) garner more participation/donations than more positive appeals when they increase the ability
of the donor to “feel the pain” of the beneficiary.
3. The Effect of Default Amounts on Charitable Donations. Evidence from a Large-Scale Field
Experiment
Indranil Goswami, University of Chicago, USA*
Oleg Urminsky, University of Chicago, USA
Prior research has implied that high defaults can backfire. We find that lower defaults increase donation
rates in a large-scale fundraising campaign (“lowered-bar” effect), but reduce average donation amounts
(“scale-back” effect). Overall, defaults increased revenue and, while low defaults were most effective,
higher defaults did not show any backlash.
4. Limits of Effective Altruism
Jonathan Berman, London Business School, UK*
Alixandra Barasch, University of Pennsylvania, USA
Emma Levine, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA
Charitable giving could do the most social good if people allocated donations to the most effective
charities. We find that consumers believe that giving to charity is a subjective decision, and as a result,
they prioritize their personal preferences at the expense of maximizing effectiveness.
7.4 The Greater Good: Behavioral Research with Social
Value
Room: Salon 7
Co-chairs: Nicole Robitaille, Queens University, Canada
Nina Mazar, University of Toronto, Canada
1. Setting the Record Straight on Sugary Drink Portion Cap Policies
Leslie K. John, Harvard Business School, USA*
Christina Roberto, Harvard School of Public Health, USA
Renewed political interest in former NYC Mayor Bloomberg’s mandate to reduce soda consumption
prompted us to test a possible firm response: bundling (i.e., operationalizing size Large by serving two
regulation-sized cups). We find such a response to be synergistic with the policy: bundling caused people
to buy less soda.
2. Nudging to Increase Organ and Tissue Donor Registrations
Nicole Robitaille, Queens University, Canada*
Nina Mazar, University of Toronto, Canada
Claire Tsai, University of Toronto, Canada
Current statistics on organ and tissue donation in North America point to an ever-increasing demand yet
inadequate supply of available donors. In a large-scale randomized control trial, we tested the
effectiveness of using behavioral insights to design simple, cost-effective interventions in order to
increase organ and tissue donation rates.
3. Gain without Pain: The Extended Effects of a Behavioral Health Intervention
Daniel Mochon, Tulane University, USA*
Janet Schwartz, Tulane University, USA
Josiase Maroba, Discovery Vitality
Deepak Patel, Discovery Vitality
Dan Ariely, Duke University, USA
We examine the extended effects of an incentive-based behavioral health intervention that targeted selfcontrol during grocery shopping. Our results show positive persistence of the intervention, and no
negative substitution effects or effects on customer loyalty. These results offer some reassurance that
unintended negative consequences of some interventions may be overstated.
4. From Garbage to Gift: ‘Social’ Recycling Promotes Happiness
Grant E. Donnelly, Harvard Business School, USA*
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA
Michael I. Norton, Harvard Business School, USA
We explore the affective benefits of ‘social recycling’ (disposing still useful items with the intention that
others will reuse items we no longer want). Social recycling results in increased positive and reduced
negative emotions, because of perceptions that the disposal choice helped the environment and other
people.
7.5 For the Love of the Game: New Perspectives on
Intrinsically Motivated Behavior
Room: Salon 9
Co-chairs: Jordan Etkin, Duke University, USA
1. Inspired to Create: How Awe Enhances Openness to Learning and Desire for Experiential Creation
Melanie Rudd, University of Houston, USA*
Kathleen Vohs, University of Minnesota, USA
What spurs people to learn and create? Exploration and learning are considered fundamental human
drives, and yet consumers are well-known for their cognitive miserliness. However, we predicted and
found that feeling awe (vs. happiness or neutrality) enhances people’s openness to learning, thereby
increasing their desire to partake in experiential creation.
2. Curiosity Kills the Cat
Christopher Hsee, University of Chicago, USA*
Bowen Ruan, University of Wisconsin - Madison, USA
Curiosity is one of the most deeply-rooted human (and feline?) tendencies. Through a series of
experiments, we show that curiosity and the desire to resolve it can be so strong that curious individuals
will seek information which they know will not bring them benefits, but rather will bring them misery.
3. The Experience Matters More Than You Think: Weighting Intrinsic Incentives More Inside Than
Outside of an Activity
Kaitlin Woolley, University of Chicago, USA*
Ayelet Fishbach, University of Chicago, USA
We document a shift in weighting intrinsic incentives: consumers value these incentives more inside an
activity than outside of it. Six studies provide evidence for this shift across a variety of activities
(exercising, working, and lab tasks), and measures (rated importance, actual and planned persistence, and
choice regret).
4. The Cost of Quantification: Measurement Undermines Intrinsic Enjoyment
Jordan Etkin, Duke University, USA*
From sleep and energy use to exercise and health, people have access to more information about their
behavior than ever before. But might such measurement have unintended negative consequences? This
research demonstrates that while measurement increases how much of an activity people do, it
simultaneously undermines intrinsic enjoyment.
7.6 Age and Generational Perspectives on Consumption
Room: Salon 10
Chair: Christina Saenger, Youngstown State University, USA
1. Consumer Socialization and Intergenerational Brand Loyalty in the Context of Soccer
Getúlio Reale, Universidade Federal do Rio Grande do Sul (UFRGS), Brazil*
Rodrigo Castilhos, Unisinos Business School, Brazil
This paper analyzes the intergenerational evangelization of new supporters. Through the ethnography of
two rival football clubs in Brazil, we show how engaged supporters transmit the club mythology through
ordinary and extraordinary rituals. We discuss the implications of this process for studies on
intergenerational influences, brand loyalty, and family identity.
2. Consumption and Identity in Arduous Situations: How The Adaptation of Travel Practices Among
Very Elderly People Modifies Their Identity
Jean-Baptiste Welte, University of Orleans, France*
This research explores how elderly people continually modify their identity through consumption. We
conducted an ethnographic research in the French railways, to observe how elderly people adapt their
practices in a constraining context. The results also revealed how socio-material objects could help elderly
people to travel successfully.
3. Consumer Ambivalence in Intergenerational Settings
Katerina Karanika, University of Exeter, UK*
Margaret Hogg, Lancaster University, UK
Consumer studies have tended to neglect the role of ambivalence in family sharing and intergenerational
relationships. A phenomenological study with downwardly mobile consumers involved in familial
intergenerational support/sharing identified three types of consumer ambivalence which reflected different
types of conflicts between consumption choices and different levels of family identity.
4. “Self-fulfilling Prophecies” – The Impact of Age Stereotypes and Patronizing Speech on Consumers’
Cognitive Performance
Andrea Groeppel-Klein, Saarland University, Germany*
Helfgen Jennifer, Saarland University, Germany
Spilski Anja, Saarland University, Germanyy\
Expectations generated by stereotypes can be self-fulfilling prophecies. Gerontologists have found that
elderly exposed to positive age stereotypes perform significantly better than those exposed to negative age
stereotypes on cognitive measures. Two experiments show that age stereotypes can also have an impact
on cognitive performance in typical consumer decision-making contexts.
7.7 Understanding Uncertainty: The Mechanisms
Behind the Adaptive Nature of Decision-Making Under
Uncertainty
Room: Salon 12
Co-chairs: Vinod Venkatraman, Temple University, USA
Uma Karmarkar, Harvard Business School, USA
1. Development of an Individual Measure of Loss Aversion
John Payne, Duke University, USA
Suzanne Shu, University of California Los Angeles, USA
Elizabeth Webb, Columbia University, USA*
Namika Sagara, Duke University, USA
An easy to use, model free, measure of loss aversion based on responses to pairs of mixed (gain and loss)
three-outcome gambles is presented along with data from more 7000 respondents showing that the
measure predicts consumer financial preferences for retirement savings investments, Social Security
claiming, and life annuity preferences.
2. Biases in Using Information to Evaluate Uncertain Financial Prospects
Uma Karmarkar, Harvard Business School, USA*
Alexander Peysakhovich, Harvard University, USA
We demonstrate biases in how people use favorable versus unfavorable information in uncertain
decisions, and show that they arise from a combination of multiple mechanisms. Our findings also reveal
that the relationship of information to subjective or “felt” certainty is a critical factor in determining the
extent of these biases.
3. Overall Probability of Winning Heuristic in Decisions Under Uncertainty and Ambiguity
Vinod Venkatraman, Temple University, USA*
Sangsuk Yoon, Temple University, USA
Khoi Vo, Temple University, USA
We demonstrate how subtle changes in presentation formats can lead to systematic and adaptive changes
in decision-making strategies and the use of overall probability of winning heuristic for decisions under
uncertainty. These findings also extend to decisions under ambiguity, where probabilities are unknown
and need to be learned from experience.
4. Updating Under Ambiguity: Insights from Neuroscience
Ming Hsu, University of California Berkeley, USA*
Kenji Kobayashi, University of California Berkeley, USA
Little is known about how consumers incorporate new information in dynamic choice situations involving
ambiguity, i.e. where probabilities of potential outcomes are unknown or partially known. Combining
functional neuroimaging and behavioral choice modeling, we shed light on the constructive process by
which ambiguous preferences are updated to incorporate new information.
7.8 How to Do, When to Do, What to Do: The
Experiential Consumption Process
Room: Salon 13
Co-chairs: Chadwick Miller, Arizona State University, USA
1. The Heart and the Head: On Choosing Experiences Intuitively and Possessions Deliberatively
Iñigo Gallo, IESE Business School, Spain*
Sanjay Sood, University of California Los Angeles, USA
Thomas Mann, Cornell University, USA
Thomas Gilovich, Cornell University, USA
How does the tangible nature of a purchase impact decision making? We examined how consumer
information processing (intuitive vs. deliberative) changes depending on the material vs. experiential
nature of the purchase. We find that consumers give more weight to intuition with experiential purchases
but rely on deliberation with material purchases.
2. To Do or To Have, Now or Later? The Preferred Consumption Profiles of Material and Experiential
Purchases
Amit Kumar, Cornell University, USA*
Thomas Gilovich, Cornell University, USA
Because people derive more utility from waiting for experiences than for possessions, we contend that the
preferred timing of consumption tends to be more immediate for material rather than experiential
purchases. Consumers exhibit a stronger preference to delay consumption of experiences (vacations,
meals out) compared to material goods (clothing, gadgets).
3. Simply Desirable, Preferably Complex: Feature-Richness in Experiential Purchases
Chadwick Miller, Arizona State University, USA*
Adriana Samper, Arizona State University, USA
Naomi Mandel, Arizona State University, USA
This research investigates the impact of features on consumers’ attitudes towards experiences at both preconsumption and post-consumption stages. We find that although consumers prefer feature-poor to
feature-rich experiences prior-to-consumption, they prefer feature-rich experiences post-consumption (the
opposite of “feature fatigue”). Additionally, the authors suggest several moderators of this phenomenon.
4. The Peculiarly Persistent Pleasantness of Bizarre Experiences
Robert Latimer, University of Toronto, Canada*
Seven studies examine retrospective enjoyment of mundane and bizarre experiences. Mundane
experiences were less enjoyable in retrospect than they were initially, while bizarre experiences remained
equally enjoyable or improved in retrospect. Our results suggest that firms and party planners alike should
make consumers’ lives a bit more peculiar.
7.9 Mind Over What Matters: Manipulating What
Features Matter to Consumers
Room: Salon 15
Chair: Hannah Chang, Singapore Management University, Singapore
1. The Effects of Omitting-Then-Revealing Product Attribute Information: An Information Revelation
Effect
Scott Wright, Providence College, USA*
Joshua Clarkson, University of Cincinnati, USA
Frank Kardes, University of Cincinnati, USA
Three experiments investigate the evaluative effect of revealing previously omitted information. In short,
attributes were weighed more heavily when omitted-then-revealed (versus not omitted). Additionally, this
revelation effect was mediated by changes in affect toward the product and bounded to those open (versus
resistant) to change. The implications are discussed.
2. Trust and Reputation in the Sharing Economy: The Role of Personal Photos in Airbnb
Eyal Ert, The Hebrew University, Israel*
Aliza Fleischer, The Hebrew University, Israel
Nathan Magen, The Hebrew University, Israel
Review-scores in Airbnb are indistinguishable as all hosts receive maximal values. This paper shows that
guests rely instead on the host’s photo as communicating trustworthiness. Sellers who their personal photo
is perceived as more trustworthy charge higher listing price, and have higher probability to be booked.
3. All the Right Moves: Why Motion Increases Appeal of Food Products
Yaniv Gvili, Ono Academic College (OAC), Israel*
Aner Tal, Cornell University, USA
Moty Amar, Ono Academic College (OAC), Israel
Yael Hallak, Ono Academic College (OAC), Israel
Brian Wansink, Cornell University, USA
Across two studies, we demonstrate that depictions of food with implied motion enhance food appeal.
This effect is mediated by perceived food freshness. We argue that this effect is due to an overextension
of a primitive association between motion and freshness. Implications for promoting healthier food
consumption are discussed.
4. Stack It Up or Spread It Out? The Effects of Vertical Versus Horizontal Plating on Calorie Estimates
and Consumption Decisions
Courtney Szocs, Portland State University, USA*
Sarah Lefebvre, University of Central Florida, USA
We investigate how visual presentation of food on a plate influences consumers’ portion size perceptions
and serving size choices. Four studies show that presenting food vertically (i.e., stacking the food) versus
horizontally (i.e., spreading the food across the plate) leads to larger portion size perceptions and larger
serving size choices.
7.10 The Value of Consumer Values: Explaining ValueMotivated Cognition and Behavior
Room: Salon 16
Chair: Troy H. Campbell, University of Oregon, USA
1. How Beauty Work Affects Judgments of Moral Character
Linyun Yang, University of North Carolina - Charlotte, USA*
Adriana Samper, Arizona State University, USA
Michelle Daniels, Arizona State University, USA
We demonstrate that consumers have a belief that engaging in increased “beauty work” effort into one’s
appearance, is a signal of deficient moral character, since effort seems to misrepresents one’s “true self.”
This carries over into negative judgments of higher effort [cosmetics when one’s true self is made salient].
2. Cultural Diversity in Advertising and Representing Different Visions of America
Steven Shepherd, Oklahoma State University, USA*
Aaron Kay, Duke University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Our research explores how consumers with differing visions of America and its values evaluate cultural
diversity in advertising. Consumers who support America’s dominant ideology more negatively evaluate
ads with cultural diversity. This reverses when ads depict other cultures as loving America, or when ads
sell American brands to other countries.
3. Global Character and Motivated Moral Decoupling Among Liberals and Conservatives
Amit Bhattacharjee, Erasmus University, The Netherlands*
Jonathan Berman, London Business School, UK
Americus Reed II, University of Pennsylvania, USA
Though ideology affects judgments of immorality differently across violations, we find consistently
greater moral decoupling among liberals after various sorts of public scandals. Those with a liberal
ideology are more likely to selectively separate immoral actions from evaluations of professional
performance. Conservative values emphasize global character, driving this disparity.
4. Introducing the Implication Model of the Motivated Cognition
Troy H. Campbell, University of Oregon, USA*
Through published and unpublished work we present a parsimonious model to unify ideas from the recent
explosion of value-based motivated cognition research across fields. This integrative model provides
insight into the often hidden source of motivated cognitions, the multiple paths they often take, and how
to practically reduce downstream biases.
7.11 Psychological Determinants of Economic
Rationality
Room: Salon 18
Chair: Eric Eisenstein, Temple University, USA
1. A Dual-Process Model of Economic Rationality: The Symmetric Effect of Hot and Cold Evaluations
on Economic Decision Making
Angelos Stamos, Katholieke University Leuven, Belgium*
Sabrina Bruyneel, Katholieke University Leuven, Belgium
Bram De Rock, Katholieke University Leuven, Belgium
Laurens Cherchye, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium
We explore budget waste coming from inconsistent choices triggered by "hot" and "cold" evaluations, as
well as, the overall budget waste across both types of evaluation. We find that budget waste coming from
"hot and "cold evaluations is comparable, but the overall waste of budget across the two types of
evaluation is significantly higher.
2. Does Money Buy Economic Value or Happiness?
Kelly Kiyeon Lee, Oklahoma State University, USA*
Min Zhao, University of Toronto, Canada
Ying Zhao, Hong Kong University of Science and Technology
We find that when money is highlighted (vs. not), consumers tend to choose more consumption units than
what they are actually able to consume because money prompts consumers to think about the economic
value of consumption. However, consuming more does not enhance happiness. Rather, it decreases
consumers’ well-being and enjoyment.
3. The Role of Desires to Trade on Favorable Terms in Producing the Endowment Effect
Laurence Ashworth, Queens University, Canada*
Peter Darke, York University, Canada
Lindsay McShane, Carleton University, Canada
Tiffany Vu, University of Michigan, USA
Standard explanations for the endowment effect emphasize loss aversion and ownership. The current
research investigates another possibility: that price discrepancies between owners and non-owners might
be influenced by desires to trade on favorable terms. We test this by eliciting valuation in non-trading
contexts, where we find the endowment effect disappears.
4. The Role of Set Completion in the Offer Framing Effect and Preference for Variety
Michael O'Donnell, University of California Berkeley, USA*
Clayton Critcher, University of California Berkeley, USA
Leif D. Nelson, University of California Berkeley, USA
The offer framing effect holds that consumers prefer more varied outcomes when making multiple single
decisions rather than a single bundled decision. Across six studies, the offer framing effect is shown as a
manipulation of the salience of complete sets and set completion is a determinant in preference for
variety.
7.12 iMirror/iMirror: Digital Reflections of SelfConsumption
Room: Salon 19 & 22
Co-chairs: Robert Kozinets, York University, Canada
1. Reflections of Self in Food Sharing Interactions and Experiences
Robert Kozinets, York University, Canada*
Rachel Ashman, University of Liverpool, UK
Anthony Patterson, University of Liverpool, UK
We conceptualize the iMirror phenomenon from a netnography of consumer self-representations of food
consumption. From videos of home cooking to photos of restaurant experiences, these reflections offer us
patterns of representational meaning that allow us to induct general categories of the iMirror phenomenon.
2. Consumer Soiveillance: Observations of the Self by Means of New Media Technologies
Anja Dinhopl, University of Queensland, Australia*
Ulrike Gretzel, University of Queensland, Australia
We highlight the role of technology in mediating consumer self-reflection in the context of wearable
cameras. WEe explore how consumers use technology as neutral observer, quasi-social actor, arbiter, and
enabler of consumption to document, analyze, and modify behavior, Focusing on action/sports
experiences, we show how soiveillance enables new reconsumption practices.
3. Co-Construction of the Digital Self
Russell Belk, York University, Canada*
With online tagging, comments, endorsements, and other such responses to our digital self-presentations,
we fracture Cooley's notion of the looking glass self. Even selfies, which would seem to be entirely in our
control, are subject to the co-constructing responses of others. I re-theorize Cooley and Goffman for a
digital world.
7.13 ROUNDTABLE: Why Your Next Project Should
Use Automated Textual Analysis
Room: Salon 3
Co-chairs: Jonah Berger, University of Pennsylvania, USA
Ashlee Humphreys, Northwestern University - Medill, USA
Participants:
John Lynch, University of Colorado, USA
Rob Kozinets, York University, Canada
James R. Bettman, Duke University, USA
Page Moreau, University of Wisconsin Madison, USA
Kathleen Vohs, University of Minnesota,
USA
Nicholas Lurie, University of Connecticut,
USA
Cassie Mogilner, University of
Pennsylvania, USA
Sarah Moore, University of Alberta, Canada
Aner Sela, University of Florida, USA
Grant Packard, Wilfrid Laurier University,
Canada
Ann Kronrod, Michigan State University,
USA
Zoey Chen, University of Miami, USA
Consumer researchers now have access to a variety of data sources (e.g., Facebook status updates, online
reviews, and blogs). But pulling out psychological and cultural insights requires the right tools. This
roundtable reviews automated textual analysis, its value, and how it can help people study a variety of
research questions.
Coffee Break
11:00 AM - 11:20 AM
Chemin Royale
Session 8
11:20 AM - 12:40 PM
Paper 1: 11:20 AM - 11:40 PM
Paper 2: 11:40 AM - 12:00 PM
Paper 3: 12:00 PM - 12:20 PM
Paper 4: 12:20 PM - 12:40 PM
8.1 WORKSHOP: Choosing the Right Analysis
Approach for Your Data
Room: Salon 21 & 24
Chair: Derek Rucker, Northwestern University, USA
Panelists:
Blakeley McShane, Northwestern University, USA
Stephen Spiller, University of California –
Los Angeles, USA
Have you ever collected data and then wondered which analysis approach was most appropriate?
Statistical analysis packages like SPSS and SAS offer a dizzying array of options to researchers. The goal
of this workshop is to help researchers choose the right analysis method based on factors such as whether
the dependent variable is binary, categorical or continuous, whether the data varies between subjects,
within subjects or both, and whether the researcher would like to test mediation, moderation or both. The
expert panelists in this session will help researchers create a decision tree to choose among approaches,
and they look forward to discussing examples with the audience and taking questions.
8.2 Consumption and Social Connections
Room: Salon 4
Co-chairs: Hillary Wiener, Duke University, USA
1. Products as Ice Breakers: The Value of Conversation Pieces
Hillary Wiener, Duke University, USA*
James R. Bettman, Duke University, USA
Mary Frances Luce, Duke University, USA
This research shows how people’s consumption choices can facilitate or inhibit the formation of positive
social relationships. We find that the products people publicly display influence how others initiate
conversations with them and affect the amount and timing of self-disclosures in these initial
conversations.
2. “Diet Pepsi Again?” Brand Compatibility, Power and Life Satisfaction
Danielle J. Brick, Duke University, USA*
Grainne Fitzsimons, Duke University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
In the present research we explore how brand preferences affect life satisfaction depending upon power in
the relationship. We find that for high power partners, brand compatibility has no effect on life
satisfaction. However, for low power partners, low brand compatibility is associated with reduced life
satisfaction.
3. Holidays as a Catalyst for Relationship Deterioration: An Examination of the Micro-Level GiftGiving Processes in Dyads
Peter Caprariello, Stoney Brook University, USA*
This research evaluated how gift-giving processes operate within couples during holidays to bolster highfunctioning or to undermine at-risk relationships. A process model was tested during Valentine’s Day in
which unhappy couples overestimated partners’ obligation motives for giving, which then predicted
disliking of gifts received, which predicted increased distress and deterioration.
4. Absence Dulls the Senses: How Relationship Reminders and Affective Numbing Influence
Consumption Enjoyment
Jennifer K. Lee, University of Southern California, USA*
Lisa A. Cavanaugh, University of Southern California, USA
Consumption is often enhanced by the presence of others; however, we present a paradoxical effect. Five
studies (lab and field) using actual products show that incidental reminders of not having a relationship
propagate affective numbing (i.e., diminished perceptual sensitivity to the emotional components of an
experience), thereby dulling consumption enjoyment.
8.3 Sharing Opinions: When People Share and When it
is Persuasive
Room: Salon 6
Chair: Ashesh Mukherjee, McGill University, Canada
1. Persuasive Experts Do It With Disclosure! The Perverse Impact of Conflict of Interest Disclosures in
Consumer Blogs
Sunita Sah, Cornell University, USA*
Prashant Malavyia, Georgetown University, USA
Debora Thompson, Georgetown University, USA
Regulation requires bloggers to disclose conflicts of interest in their product reviews, ostensibly so
consumers can correct for any biasing influences. However, we find that such disclosures can have a
perverse effect, increasing consumers’ trust in the expertise of bloggers, leading to increased persuasion
and intent to share the blog.
2. Word of Mouth Theory Revisited: The Influence of New Actors on Seeding Campaigns
Benjamin Koeck, University of Edinburgh Business School, UK*
David Marshall, University of Edinburgh Business School, UK
This study provides a more detailed account of online WOM by examining the relationship between
marketers and tech-bloggers. Those bloggers are found to be a socially embedded entity involved in
constant and multichannel interactions which moves beyond the understanding of seeding campaigns
resulting in a modification of WOM theory.
3. The Effect of Audience Expertise and Information Valence and WOM Transmission
Matteo De Angelis, Luiss University, Italy*
Jonah Berger, Wharton School of the University of Pennsylvania, USA
Chezy Ofir, Hebrew University, Israel
We focus on how audience expertise shapes WOM valence, showing that individuals are more likely to
share negative WOM with expert audiences but positive WOM with less expert audiences. We find that
the interaction between audience expertise and WOM valence is explained by consumer’s desire to appear
competent.
4. The Informational Value of Dissimilarity in Interpersonal Influence
Mirjam Tuk, Imperial College London, UK & Erasmus University Rotterdam, The Netherlands*
Peeter Verlegh, VU Amsterdam, The Netherlands
Ale Smidts, Erasmus University Rotterdam, The Netherlands
Daniel Wigboldus, Radboud University Nijmegen, The Netherlands
We show that advisees don't discount advice received from dissimilar advisors, but use this as information
based on which they infer more general dissimilarity, including in the advice domain. Consequently,
consumers contrast their opinions and choices away from those of dissimilar advisors. We show the
cognitive nature of this process.
8.4 Pushing Back: The Importance of Consumer
Freedom in Shaping Positive Behavior
Room: Salon 7
Chair: Anu Sivaraman, University of Delaware, USA
1. Being Correct or Feeling Protected: A Process Account of the Effect of Personal Control on Product
Information Processing
Anne-Sophie Chaxel, Virginia Tech, USA*
Two cognitive responses can follow a threat to personal control. The first response, driven by a defense
motivation, protects existing product beliefs and yields high confirmatory information processing. The
second response, driven by an accuracy motivation, yields more balanced assimilation of incoming
product information with one’s existing beliefs.
2. Consumer Proclivity for Sustainable Consumption: A Social Normative Approach
Peter Voyer, University of Windsor, Canada*
Some consumers deliberately reject normative sustainable consumption behaviors, while simultaneously
engaging in others that are not normative. To understand why, a causal model is developed and three
studies are used to test it. Results suggest that a personality trait drives particular consumers to reject a
behavior if perceived as normative.
3. Health Aversion
Chethana Achar, University of Washington, USA*
Nidhi Agrawal, University of Washington, USA
Emphasizing health-related benefits of eating can actually be detrimental to healthy food consumption.
Five studies provide converging evidence that highlighting health benefits of food is seen as health goal
imposition and therefore activates a reactance motivation. The suppression of felt reactance is resource
depleting and lowers subsequent self-control.
4. Identity Refusal and the Non-Drinking Self
Emma Banister, Manchester University, UK*
Maria Piacentini, Lancaster University, UK*
Anthony Grimes, Manchester University, UK
We examine the identity refusal work of non-drinking university students who contest the collective ‘nondrinker’ identity by employing a range of identity refusal positions. We outline these positions and
contribute to theoretical development in the CCT identity projects stream. This identity refusal risks
providing support for the stigmatized non-drinker identity.
8.5 Time to Go! Issues of Timing and Time Perception in
Consumption Decisions
Room: Salon 9
Chair: Adriana Madzharov, Stevens Institute of Technology, USA
1. Mapping Time: How the Spatial Representation of Time Influences Intertemporal Choices
Marisabel Romero, University of South Florida*
Adam Craig, University of Kentucky, USA
Anand Kumar, University of South Florida
The results of three studies reveal that consumers incorporate contextual information related to the pastleft, future-right conceptualization of time into intertemporal decisions. The authors show how presenting
temporal sequences congruently (vs. incongruently) with the mental representation of time leads to longer
subjective time perceptions and, hence, steeper discounting.
2. The Present Is Not the Present: How Processing the Present Progressive Brings Future Events and
Promotional Deadlines Closer
Andrea Weihrauch, Katholieke University Leuven, Belgium*
Siegfried Dewitte, Katholieke University Leuven, Belgium
Advertisement uses both, present progressive and simple (“Mc Donald’s-I am loving it”, “I love NY”).
Based on linguistic relativity theory we show that using the progressive affects time evaluations. It
reduces the duration of non-joyful tasks, increases liking for task-supporting-products, moves future
events closer and increases willingness-to-pay for event-related products.
3. The Last One on Roll Call, the Last One to Leave the Store: The Last Name Effect and Unplanned
Shopping
Didem Kurt, Boston University, USA*
J. Jeffrey Inman, University of Pittsburgh, USA
Jennifer J. Argo, University of Alberta, Canada
Shoppers’ childhood last names influence their unplanned shopping. Two studies show that female
grocery shoppers with last names deeper into the alphabet report lower number of planned items for the
next trip, have larger in-store slack for unplanned purchases, spend more time in the store, and purchase
more unplanned items.
4. Timely Vices and Virtues
Rafay Siddiqui, University of South Carolina, USA*
Frank May, Virginia Tech, USA
Ashwani Monga, Rutgers University, USA
Many products possess consumption time windows within which all product units need to be consumed.
Although intuition suggests that products with longer time windows ought to be preferred, we show an
asymmetry between vices and virtues. Longer time windows increase preference for vices while
decreasing preference for virtues.
8.6 All that Glitter! Motivation for Luxury Consumption
from Multiple Perspectives
Room: Salon 10
Co-chairs: JeeHye Christine Kim, INSEAD, Singapore
1. Impact of Status Maintenance Motivation and Political Ideology on Luxury Consumption
JeeHye Christine Kim, INSEAD, Singapore*
Brian Seongyup Park, INSEAD, France
David Dubois, INSEAD, France
In this study, we explore how different types of status motivations interact with political ideology to
impact luxury consumption. Across four studies including empirical analysis of real-life automobile
purchase dataset, we demonstrate that status-maintenance motivation as compared to status-enhancement
motivation increases preference for luxury brands as political conservatism increases.
2. How Pinning Nordstrom Means Buying Macys: The Relationship of Social Media, Self-Concept,
and Luxury Purchase Intentions
Lauren Grewal, University of Pittsburgh, USA*
Andrew T. Stephen, Oxford University, UK
Nicole Verrochi Coleman, University of Pittsburgh, USA
Visual social media provides an accessible outlet for engaging with luxury brands, psychological
ownership, and social identity signaling. Our studies demonstrate that the more we engage with products
that represent our ideal selves, the less likely we are to endorse luxury goods—in opposition to both
expectations and prior research.
3. Quenching the desire for luxury: Successful lower-end luxury brand extensions satiate brand desire
Vanessa Patrick, University of Houston, USA
Sonja Prokopec, ESSEC Business School*
Can buying a Gucci cap make you desire a Gucci handbag less? In three studies, we demonstrate that
luxury brands can be diluted by successful lower-end luxury brand extensions based on the extent to
which the extension is able to satiate consumer’s desire for the luxury brand experience.
4. The Advantage of Low-Fit Brand Extensions: Addressing the Paradox of Exclusive Brands
Silvia Bellezza, Columbia Business School, USA*
Anat Keinan, Harvard Business School, USA
We examine high-fit versus low-fit downward brand extensions in the domain of luxury and symbolic
brands. Adding a novel brand membership perspective, we demonstrate that low-fit extensions can
reinforce, rather than dilute, the brand image because these extensions do not allow their users to claim
membership into the brand community.
8.7 Inconsistent Preferences Under Risk
Room: Salon 12
Co-chairs: Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Joachim Vosgerau, Bocconi University, Italy
1. Contextual Gambles Bias Odds in Sports Betting Markets
Andrew Meyer, Yale University, USA*
C. Sean Hundtofte, Yale University, USA
Shane Frederick, Yale University, USA
We increase demand for a focal gamble by adding a lower-payout gamble to a menu of bets. We then
show that odds in actual sports betting markets are biased by this same context effect: gambles were less
profitable to the bettor when lower return bets were salient during betting.
2. When and Why Do Consumers Devalue Risky Prospects?
Alice Moon, University of California Berkeley, USA*
Leif D. Nelson, University of California Berkeley, USA
Contrary to explanations of the uncertainty effect, in which people value lotteries less than their worst
possible outcome, we find that people expect to enjoy lotteries as much as their best possible outcomes,
but will still pay less for lotteries than their worst outcome for sure.
3. Malleability of Revealed Risk Preferences
Joachim Vosgerau, Bocconi University, Italy*
Eyal Peer, Bar-Ilan University, Israel
We show that people can be risk averse and risk seeking; participants asked to be paid and were willing to
pay to play the same gamble. Such opposing risk preferences were observed for hypothetical and real
money gambles in within-subject designs, providing strong evidence for risk preferences being
constructed.
4. Less Likely Outcomes are Valued Less
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands*
Joachim Vosgerau, Bocconi University, Italy
Most models of decision making under risk assume that a prospect’s outcome is valued independent of the
outcome’s likelihood to occur. In violation of this assumption, we show that consumers value outcomes
(gains and losses) less the less likely they are to occur which can lead to preference reversals.
8.8 The Malleable Past: The Formation and Function of
Memory for Experiences
Room: Salon 13
Co-chairs: Jackie Silverman, University of Pennsylvania, USA
1. Photographic Memory: The Effects of Photo-Taking on Memory for Auditory and Visual
Information
Gal Zauberman, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA*
Kristin Diehl, University of Southern California, USA
Alixandra Barasch, University of Pennsylvania, USA
How does taking photos affect one’s memory of experiences? We find that photo-takers are more likely to
remember visual information from their experience than non photo-takers, but only for objects they took a
photo of. For auditory and multi-source information, photo-takers remember less from their experience
than non photo-takers.
2. Malleability of Taste Perception: Biasing Effects of Rating Scale Format on Taste Recognition,
Product Evaluation, and Willingness to Pay
Antonia Mantonakis, Brock University, Canada*
Norbert Schwarz, University of Southern California, USA
Amanda Wudarzewski, University of Waterloo, Canada
Carolyn Yoon, University of Michigan, USA
In three experiments we show that the measurement tool on which consumers describe a taste sample
influences consumers’ concurrent impression of the sample, biases later identification of the sample in a
taste recognition test, and affects overall product evaluation and WTP, and this is moderated by product
knowledge.
3. Risk Preferences for Experiences, or How Desserts Are Like Losses
Jolie M. Martin, Pinterest, USA
Martin Reimann, University of Arizona, USA
Michael I. Norton, Harvard Business School, USA*
When and why do people gamble on experiences? We assess risk preferences for negative (dentists) and
positive (desserts) everyday experiences. Experiential reference points are set by memories of extreme
experiences, making desserts like losses and dentists like gains – such that people are risk-averse for
negative but risk-seeking for positive experiences.
4. We’ll Always Have Paris (Though We May Not Think of It): Consumers Overestimate How Often
They Will Retrospect about Experiences
Stephanie M. Tully, University of Southern California, USA*
Tom Meyvis, New York University, USA
Consumers value experiences in part because of the memories they create. Yet, we find that consumers
systematically overestimate how much they will retrospect about an experience. We propose that
consumers are motivated to believe they will frequently talk about experiences, but underestimate the
difficulty of spontaneously bringing them to mind.
8.9 Global Innovation: From Processing Styles to Places
Room: Salon 15
Chair: Stephanie Lin, Stanford University, USA
1. Competitive Forces When Choosing from Assortments of Varying Size: How Holistic Thinking
Mitigates Choice Overload
Ilgim Dara, University of Massachusetts, Amherst, USA*
Elizabeth G. Miller, University of Massachusetts, Amherst, USA
Researchers disagree whether large assortments increase or decrease satisfaction. By systematically
examining and testing the two competing forces (variety effect, overload effect) underlying choice
overload effects, we show why inconsistencies might exist. Further, we identify a new moderator –
holistic thinking – that mitigates the negative effect of overload feelings on satisfaction.
2. Examining the Global Boundaries of Mass Customization: Conventional Configuration Procedures
Clash with Holistic Information Processing
Emanuel de Bellis, University of St. Gallen, Switzerland*
Christian Hildebrand, University of St. Gallen, Switzerland
Kenichi Ito, Nanyang Technological University, Singapore
Andreas Herrmann, University of St. Gallen, Switzerland
Bernd Schmitt, Columbia University, USA
A large-scale field study and three cross-cultural experiments demonstrate that conventional mass
customization is in conflict with holistic information processing. Specifically, attribute-by-attribute
configuration (vs. choosing from prespecified alternatives) reduces product evaluations of East Asian
consumers while priming habitual processing styles can increase product evaluations both in the East and
West.
3. Brand Scouting: Co-Creation of Value in the Football Manager Community
Alexandros Skandalis, University of Manchester, UK*
John Byrom, University of Manchester, UK
Emma Banister, University of Manchester, UK
This paper enhances our understanding of collective value co-creation in the context of brand-centered
communities. Our study is based on a netnographic exploration of the Football Manager (FM) game
community. We introduce the concept of brand scouting and describe how it extends and goes beyond
current theorizations of value co-creation.
4. Researching the Post-Industrial City: Assessing the Relations Between Space, Markets, and Society
in Urban Places
Rodrigo Castilhos, Unisinos Business School, Brazil*
This essay seeks to understand the relations between markets and urban places. To do so, I elaborate a
typology of urban places and analyze research opportunities. I discuss potential contributions to poststructuralist studies in CCT and the possibilities of advancing connections with other social sciences and
public policy formulation.
8.10 Motivating Consumer Performance: Dynamics of
Performance from Task-Dependent to Social Factors
Room: Salon 16
Co-chairs: Keri L. Kettle, University of Miami, USA
Sarah Wei, University of Alberta, Canada
1. The Dynamics of Success: How Experiencing Success versus Failure Influences Subsequent
Motivation
Sarah Wei, University of Alberta, Canada*
Gerald Häubl, University of Alberta, Canada
What are the motivational dynamics of success and failure at activities that we do repeatedly? The answer
depends on whether an activity is construed as work or play. Evidence from four experiments shows that
experiencing failure is more motivating than success for work, whereas the opposite is true for play.
2. Improving Consumer Performance by Merely Eliciting Goals
Aaron M. Sackett, University of St. Thomas, USA*
George Wu, University of Chicago, USA
Rebecca J. White, University of Chicago, USA
Alex B. Markle, Fordham University, USA
We describe an intervention in which merely asking people about existing (self-set) goals improved
performance. In the primary demonstration, this intervention led experienced marathoners to finish 6.75
minutes faster than those in a control condition. Evidence suggests that this intervention works by
reducing temporal declines in goals as performance nears.
3. Sharing Predictions
Keri L. Kettle, University of Miami, USA*
Gerald Häubl, University of Alberta, Canada
Isabelle Engeler, University of St. Gallen, Switzerland
In two field experiments conducted at long distance running races, we examine how sharing a prediction
influences consumers predicted and actual performance. Sharing a prediction leads non-expert (expert)
runners to make more ambitious predictions and perform better when they expect that their outcomes will
be private (shared with others).
4. Is It Always Better to Be A Big Fish in A Little Pond?
Kao Si, The Chinese University of Hong Kong, Hong Kong*
Xianchi Dai, The Chinese University of Hong Kong, Hong Kong
We analyzed archival data of 4,005 students’ actual exam scores during their high school in which they
had been streamed into high- versus low-ability classes. Results show that being in the high-ability classes
can be either academically positive or negative, depending on the nature of the particular comparison.
8.11 Nutrition and Numerosity: The Effects of Non-Used
and Non-Consumed Items on Consumption Experiences
and Outcomes
Room: Salon 18
Chair: Noah VanBergen, University of Miami, USA
1. Motivated Ignorance: The Hedonic Cost of Nutritional Information
Scott Davis, Texas A&M University, USA*
Kelly Haws, Vanderbilt University, USA
Consumers may willfully avoid information that increases goal conflict. We propose that this motivated
ignorance leads low self-control individuals to ignore nutritional information due to the hedonic cost this
information imposes. In short, hedonic enjoyment of indulgent foods is greater when nutritional
information is avoided.
2. The Influence of Package Formats on Consumers’ Perceptions of Product Adequacy and Efficacy
Responses
Veronika Ilyuk, Hofstra University
Lauren Block, Baruch College, USA*
This research demonstrates that when processing capacity is low, a serving/dosage of an efficacious
product from a single-serve package appears to be more adequate than the same quantity from a multiserve package. Perceived adequacy is shown to, in turn, affect consumers’ actual product efficacy
experiences and expectations.
3. Present but Not Consumed: The Interaction of Assortment Size and Product Familiarity on Expected
and Actual Product Efficacy
Noah VanBergen, University of Miami, USA*
Caglar Irmak, University of Miami, USA
Julio Sevilla, University of Georgia, USA
We show that the size of an assortment from which a performance-enhancing product is consumed can
impact actual product efficacy experiences. When consumers are familiar (unfamiliar) with the product’s
ability to improve performance, the absence (presence) of non-consumed products in an assortment leads
to greater expected and actual performance.
4. In Pieces: Food Is More Filling When Served in Several Pieces
Aner Tal, Cornell University, USA*
Brian Wansink, Cornell University, USA
Consumers' psychological satiety is driven by external cues to quantity eaten. Two studies explore the role
of number of units in determining satiety. We find that dividing food into 4 separate units increases
satiety, but only if the units are kept close enough to maintain volume perception.
8.12 Data Blitz
Room: Salon 19 & 22
Co-chairs: Claudiu Dimofte, San Diego State University
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
1. How to Make Everyone Happy: Moderators of Affect Induction Effectiveness
Nancy Puccinelli, Oxford University, UK*
Dhruv Grewal, Babson College, USA
Scott Motyka, Northeastern University, USA
Susan Andrzejewski, California State University Channel Islands, USA
This research identifies the most effective techniques for making consumers feel good and bad. This metaanalytic synthesis identifies the best affect induction techniques as well as contextual factors that can limit
the effects (e.g., too obvious or irrelevant).
2. Shame and Consumption of Counterfeit Products
Pamela Ribeiro, EAESP-FGV, Brazil
Delane Botelho, EAESP-FGV, Brazil*
We investigate the relationship between shame and consumption of counterfeit products to test six
hypotheses. Initial results show that there is a significant effect from perceived social risk on shame, and
the cost–benefit analysis moderates the relationship between anticipation of shame and purchase intention.
3. The Effects of Negative Information on Copycat Brand Evaluation
Dominique Braxton, University of California Irvine, USA*
Darrel Muehling, Washington State University, USA
Jeff Joireman, Washington State University, USA
Recent literature has challenged the prevailing belief about the benefits of a copycat strategy by
demonstrating conditions under which a blatant copycat strategy will result in a disadvantage. The current
investigation demonstrates the moderating effects of whether the national leading brand is perceived
positively or negatively.
4. Cashing in on Control: Low Control Increases Preference for Prepayment When Financial
Resources Are Plentiful
Daniel Brannon, Arizona State University, USA*
Adriana Samper, Arizona State University, USA
We find that threats to personal control increase consumers’ preference for prepayment options (e.g. cash
and debit cards) as opposed to debt payment options (e.g. credit cards). We argue that by immediately
closing newly opened mental accounts associated with a purchase, prepayment options restore feelings of
control.
5. The Effects of Credit Card Use on Low-Income Consumers' Indebtedness
Celso Augusto de Matos, University of Vale do Rio dos Sinos- Unisinos, Brazil*
Valter Afonso Vieira, Universidade Estadual de Maringá (UEM), Brazil*
Kátia Bonfanti, University of Vale do Rio dos Sinos- Unisinos, Brazil
Frederike Monika Budiner Mette, University of Vale do Rio dos Sinos- Unisinos, Brazil*
This study presents the results from a survey with 2,022 low-income consumers in Brazil. Using a linear
regression model, we show that the main factor explaining indebtedness is the use of credit cards
borrowed from spouse, relative or friends. Qualitative interviews also supported this practice of borrowing
credit cards.
6. Thinking “I” vs. “We” Affects Judgments of “Gluten-Free”: The Role of Self-Construal in
Nutritional Evaluation
Catherine Wiggins, Cornell University, USA*
We examine the role of self-construal in a common obstacle to healthy decisions: drawing biased
associations among food properties. Three studies demonstrate that interdependents, relative to
independents, are more likely to infer a food’s compatibility with dieting when labeled with irrelevant
health claims, and hold stronger “unhealthy = tasty” intuitions.
7. It Would Happen Because I’m Watching It: The Effect of Watching an Uncertain Event on
Overestimating the Probability Estimation
Amin Attari, University of Kansas, USA*
Promothesh Chatterjee, University of Kansas, USA
We investigate how watching an uncertain event can affect the probability estimation of that event. We
propose that consumers overestimate the likelihood of an uncertain outcome, when they watch the
unfolded event in front of them. This situational aspect of probability estimation has not been estimated in
prior research.
8. Free Does Not Equal Free: The Differential Effects of "Freebie" Methods
Denise Buhrau, Stony Brook University, USA*
Ethan Pew, Stony Brook University, USA
We test the effects of various “freebie” methods (e.g., “free,” 100% off) on valuation and intentions.
Offers framed as “free” lead to devaluation due to negative inferences about motives. Offers framed as
“100% off” are not devalued because of increased judgmental difficulty, which reduces the impact of
inferences about motives.
9. What it Makes: How Product Outcome Salience Increases Recycling Intentions
Gabriel Gonzales, Pennsylvania State University, USA*
Karen Page Winterich, Pennsylvania State University, USA
Items made from recycled material are commonplace, yet consumers may not make the connection that
the items they recycle are used to create new products. The current research suggests that bringing
attention to products made from recycled material can increase recycling intentions through increased
perceptions of recycling’s value.
10. Bringing the Product Closer: The Effect of Scented Advertising on Perceived Psychological
Distance and Product Evaluation
Ruta Ruzeviciute, Vienna University of Economics and Business, Austria*
Bernadette Kamleitner, Vienna University of Economics and Business, Austria
Dipayan Biswas, University of South Florida, USA
This paper experimentally investigates the effect of scented advertising on perceived psychological
distance and evaluation of the advertised product. The results suggest that scented advertisements make
the product more attractive and increase purchase intentions. This is due to the power of scent to increase
psychological proximity towards the products.
8.13 ROUNDTABLE: Fostering
Conceptual/Methods/and Interdisciplinary Papers at
JCR
Room: Salon 3
Co-chairs: Darren Dahl, University of British Columbia, Canada
Gita Johar, Columbia University, USA
Participants:
Vicki Morwitz, New York University, USA
Eileen Fisher, York University, Canada
Russell Belk, York University, Canada
Craig Thompsen, University of Wisconsin Madison, USA
Stephen Spiller, University of California Los
Angeles, USA
Olivia Toubia, Columbia University, USA
Tom Meyvis, New York University, USA
Praveen Kopalle, Dartmouth College, USA
Rob Kozinets, York University, Canada
Simona Botti, London Business School, UK
Jonathan Levav, Stanford University, USA
Debbie MacInnis, University of Southern
California, USA
This roundtable will foster discussion on how to better encourage conceptual, methods, and
interdisciplinary/multi-method papers at the Journal of Consumer Research. The discussion will center on
how both the authors and the journal (its Editors/AEs/Reviewers) can be more effective in bringing work
of this type to publication.
Awards Lunch
12:40 PM - 2:20 PM
Grand Ballroom (A-C)
Session 9
2:20 PM - 3:40 PM
Paper 1: 2:20 PM - 2:40 PM
Paper 2: 2:40 PM - 3:00 PM
Paper 3: 3:00 PM - 3:20 PM
Paper 4: 3:20 PM - 3:40 PM
9.1 Sheth Award Session: Gerald Zaltman
Room: Salon 21 & 24
Chair: Linda Price, University of Arizona, USA
Presenters:
Gerald Zaltman, Harvard University, USA
Robin Coulter, University of Connecticut, USA
Rohit Deshpande, Harvard University, USA
Debbie MacInnis, University of Southern California, USA
Melanie Wallendorf, University of Arizona, USA
This session is in honor of Gerald Zaltman who is the recipient of the Sheth Gold Medal for enduring and
transformational contributions to both marketing scholarship and marketing practice. He is the third
recipient of this prestigious award that recognizes lifetime contributions at the intersection of theory and
practice. In this session, Linda Price will first introduce Gerald Zaltman who will talk about the role of
imagination in enriching consumer theory and practice. This will be followed by presentations by Robin
Coulter, Rohit Deshpande, Debbie MacInnis and Melanie Wallendorf who will highlight Jerry’s
contributions and ongoing relevance to the field of marketing and especially consumer theory and
research.
9.2 Putting One's Best Foot Forward, and Falling:
Consumers Fail to Understand How They Are Perceived
Room: Salon 4
Co-chairs: Clayton Critcher, University of California Berkeley, USA
Jonah Berger, University of Pennsylvania, USA
1. The Psychology of Humblebragging
Ovul Sezer, Harvard Business School, USA*
Francesca Gino, Harvard Business School, USA
Michael I. Norton, Harvard Business School, USA
Humblebragging – masking success in the guise of self-effacement or complaint – is increasingly
common. However, three studies offer evidence that humblebragging is less effective than straightforward
bragging and leads to lower perceptions of competence and sincerity. Indeed, humblebragging is even
worse than complaining, because complainers are at least seen as sincere.
2. Posting Posed, Choosing Candid: Photo Posters Mispredict Audience Preferences
Jonah Berger, University of Pennsylvania, USA*
Alixandra Barasch, University of Pennsylvania, USA
Photos are a ubiquitous social communication channel. But do people accurately predict which photos of
themselves will generate desired inferences? While posters overwhelmingly use posed photos of
themselves, candid photos actually generate more favorable impressions among observers because they
are seen as more genuine. This has implications for self-presentation.
3. Passing (On) Judgment: Others Judge Us Less Extremely Than We Think
Alice Moon, University of California Berkeley, USA*
Muping Gan, University of California Berkeley, USA
Clayton Critcher, University of California Berkeley, USA
Consumers attempt to manage impressions, but are they accurate about how others view them? Following
different public experiences (e.g., being rejected, winning at a trivia contest), actors overestimated the
extent to which observers would update their social impressions, which remained relatively stable. A final
study explored why this disconnect occurs.
4. First Impressions and Consumer Mate Preferences in Online Dating and Speed-Dating
Christopher Olivola, Carnegie Mellon University, USA*
Paul Eastwick, University of Texas at Austin, USA
Eli Finkel, Northwestern University, USA
Ali Hortaçu, University of Chicago, USA
Dan Ariely, Duke University, USA
Alexander Todorov, Princeton University, USA
How do first impressions influence consumer mate preferences? Using data from a major online dating
site and from real speed-dating events, we show that a consumer’s dating success is influenced by the
personality characteristics that his or her appearance conveys, even after controlling for physical
attractiveness and numerous other variables.
9.3 Did You See This Coming? Persuasion and
Persuasion Knowledge
Room: Salon 6
Chair: Simon J. Blanchard, Georgetown University, USA
1. Consumers Expect Favorable Evaluations and Generate More WOM When Buying on Deal
Kaitlin Woolley, University of Chicago, USA*
Jane L. Risen, University of Chicago, USA
Ann L. McGill, University of Chicago, USA
Across 6 studies, we find consumers generate more word of mouth for purchases made on deal than at
full-price. This emerged for a variety of products, at a range of prices ($30 to $3000), and was mediated
by the extent to which consumers expected others to view them as competent.
2. Making a Discount Feel Like a Favor: How Pairing an Offer with a Favor Request Helps Seal the
Deal
Simon J. Blanchard, Georgetown University, USA*
Kurt A. Carlson, Georgetown University, USA
Jamie D. Hyodo, Pennsylvania State University, USA
We demonstrate that, in consumer-seller negotiations, requesting a favor from consumers increases
acceptance of an discounted offer made by a seller. The favor request effect occurs through increases in
perceived reciprocity and in the confidence that the price offered is the lowest possible. Implications are
discussed.
3. Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility?
Mathew S. Isaac, Seattle University, USA*
Kent Grayson, Northwestern University, USA
Most persuasion knowledge research has shown that persuasion knowledge access is associated with
skepticism. In contrast, we demonstrate that persuasion knowledge access can lead to greater credibility
(rather than skepticism), and that high (vs. low) persuasion knowledge access can sometimes bolster
evaluations of a persuasive agent and its offering.
4. The Discrimination Heuristic: The Role of Variance in Judgements of Expertise
Gerri Spassova, Monash University, Australia*
Mauricio Palmeira, Monash University, Australia
This research proposes that people use the variance in a critic’s ratings, i.e. discrimination, as a heuristic
for expertise. Importantly, people often apply this heuristic inappropriately, ignoring other expertisediagnostic information even when that information contradicts the discrimination cue. Implications for
consumers and writers of product reviews are discussed.
9.4 Consumption with a Higher Purpose: The Role of
Ideology, Religion, and Morality
Room: Salon 7
Chair: Sujay Dutta, Wayne State University, USA
1. Go Green or Go God? Religiosity Reduces Pro-Environmental Behaviors
Frank Cabano, University of Kansas, USA*
Ahreum Maeng, University of Kansas, USA
Sanjay Mishra, University of Kansas, USA
Contrary to the belief that religiosity promotes prosocial behavior, we show that religious individuals
demonstrate less prosocial behavior in a domain that requires individuals’ behavioral change: proenvironmental behaviors. Consistent with the proposed underlying mechanism, these effects are mediated
by sense of control (measured and manipulated) and moderated by types of God images.
2. Taste the Waste – Constructing New Moralities through Taboo Consumption
Johanna F. Gollnhofer, University of St. Gallen, Switzerland*
Drawing on assemblage theory and the concept of territorialization, we show how consumers create new
moralities by engaging voluntarily in taboo consumption behavior. In an ethnographic study of dumpster
diving, and accounting for the role of materiality in the construction of morality, we find that violating
taboos brings a de-stabilizing focus to prevailing morality, creating a space for a new morality to form.
3. Cognitive Dissonance Drives Politically Motivated Consumption as Evidenced through Asymmetric
Willingness to Sacrifice Utility
Chris Hydock, Georgetown University, USA*
Anne Wilson, Georgetown University, USA
Kurt A. Carlson, Georgetown University, USA
The research examines Politically Motivated Consumption (PMC). Three experiments document the
impact of taking a political stance on consumer behavior. The research elucidates the asymmetrical effect
of congruity vs. incongruity on the likelihood of engaging in PMC and identifies cognitive dissonance as
the driver of this phenomenon.
4. Negotiating the Merger of Contrasting Consumer Cultures: Ideological Myth and Identity
Benjamin J. Hartmann, University of Gothenburg, Sweden*
Katja H. Brunk, European University Viadrina, Frankfurt (O), Germany
This article explores the processes at play in an institutionally-induced merger of two consumer cultures
with contrasting ideological grids. Using qualitative empirical material, we elucidate the role of
ideological myths and mythologization processes that undergird consumption and identity projects in the
negotiation of consumer cultures.
9.5 Evaluations of Hedonic Experiences
Room: Salon 9
Co-chairs: Stephanie M. Tully, University of Southern California, USA
1. Questioning the End Effect: Endings Do Not Inherently Have a Disproportionate Impact on
Evaluations of Experiences
Stephanie M. Tully, University of Southern California, USA*
Tom Meyvis, New York University, USA
This research re-examines the end effect, which suggests that people’s retrospective evaluations are
disproportionately influenced by the end of the experience. We demonstrate that episodes do not
disproportionately affect evaluations simply because they occur at the end. Instead, end effects exist only
when additional conditions are met.
2. Experience Heterogeneity Moderates the Peak Effect in Retrospective Evaluations
Robert Latimer, University of Toronto, Canada*
Across four studies, this research demonstrates that increasing the heterogeneity of an experience reduces
the impact of the most intense moment of an experience on retrospective evaluations (the peak effect) by
reducing global processing. The results suggest boundary conditions for the peak effect while providing
evidence for its mechanism.
3. Modes of Enjoyment for Multifaceted Experiences
Michael C. Covey, University of Minnesota, USA*
Joseph P. Redden, University of Minnesota, USA
This research examines how the processing style of multifaceted experiences affects evaluations. When
using a constructive mode (seeing components as interwoven), evaluations are greater than either of the
individual components. However, when using a deconstructive mode (seeing components independently),
evaluations are lower than that of the most liked component.
4. Feeling Like an Expert: Subjective Expertise and Consumption Enjoyment
Troy H. Campbell, University of Oregon, USA*
Dan Ariely, Duke University, USA
This research examines the impact of subjective expertise on evaluations. We find that subjective
expertise affects enjoyment through personal identity, perceived understanding, and increased
engagement, and that these factors are moderated by the perceived quality of the consumption items. This
effect varies across types of enjoyment and changes behaviors.
9.6 Show Me What You Can Do: Emerging Research on
the Roles of Brands
Room: Salon 10
Co-chairs: Ryan Rahinel, University of Cincinnati, USA
1. Brand Exposure Makes Decisions Easier
Ryan Rahinel, University of Cincinnati, USA*
Ashley Otto, University of Cincinnati, USA
Joshua Clarkson, University of Cincinnati, USA
Daniel Grossman, University of Cincinnati, USA
The most consequential use of brands by consumers occurs during decision making episodes. We propose
that this causes consumers to initiate a cognitive readiness for decision making when merely exposed to
brands. Such readiness subsequently makes unrelated decisions (e.g., “What should I do during an hour of
free time?”) easier.
2. Sex and Status Sell to Monkeys: Social Advertising Creates Brand Preferences in Rhesus Macaques
M. Yavuz Acikalin, Stanford University, USA*
Karli Watson, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Michael Platt, Duke University, USA
Innate evolutionary mechanisms may influence consumer response to advertising. We demonstrate that
exposure to sex- and status-based advertising campaigns elicit brand preferences in rhesus monkeys.
Advertising induced preferences depend on subject sex and advertisement content. Our findings emphasize
the role of hard-wired, evolutionarily primitive cognitive biases in shaping consumer preferences.
3. Symbolic Brand Synergy: When 1 is Greater Than 2
Sean Coary, St. Joseph's University*
This research studies the effect of brand combinations in settings of symbolic complementarity, where one
product is consumed with another supporting product (e.g., beer and glass). Results from three studies
demonstrate that the consumed product is preferred when the brand of the supporting product is matched
with it.
4. Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit
Aaron Garvey, University of Kentucky, USA*
Frank Germann, University of Notre Dame, USA
Lisa Bolton, Pennsylvania State University, USA
This research examines how consumption of performance branded products systematically improves
objective outcomes through psychological mechanisms unrelated to functional product differences, akin to
a placebo. Four field and laboratory experiments demonstrate that this effect is due to a lowering of task
induced performance anxiety, driven by a bolstered self-concept.
9.7 Experiences in the Moment
Room: Salon 12
Co-chairs: Francesca Valsesia, University of Southern California, USA
1. Based on True Events: The Effects of Veracity on the Consumption Experience
Francesca Valsesia, University of Southern California, USA
Kristin Diehl, University of Southern California, USA
Jospeh C. Nunes, University of Southern California, USA*
This research explores how the belief a story did or did not happen in reality (i.e., veracity) affects
consumers’ experience of a narrative. We find that knowing a narrative is based on true events intensifies
viewers’ moment-to-moment affective reactions. Further, veracity is found to influence online review
ratings.
2. The Revision Bias: Preferences for Revised Experiences Absent Objective Improvement
Leslie K. John, Harvard Business School, USA*
Michael I. Norton, Harvard Business School, USA
Three experiments demonstrate a “revision bias” – people prefer experiences and products that have been
revised over time, independent of objective improvements over predecessors. This effect holds even when
less total effort was devoted to revised versions relative to beta versions.
3. FOMO: How the Fear of Missing Out Leads to Missing Out
Jacqueline Rifkin, Duke University, USA*
Cindy Chan, University of Toronto, Canada
Barbara Kahn, University of Pennsylvania, USA
We examine how enjoyment of an ongoing experience can be negatively affected by “Fear of Missing
Out” (FOMO). FOMO occurs when one views photos of a missed social event on social media, which
leads to both diminished enjoyment of one’s current experience and greater expected enjoyment of the
missed experience
4. My Phone is My Diary: Using Mobile Diaries for TV Viewing Measurement
Mitchell Lovett, University of Rochester, USA*
Renana Peres, Hebrew University of Jerusalem, Israel
Mobile panels are gaining popularity among marketing practitioners, but their use is still relatively rare for
scholarly research. We study mobile diaries in the context of TV viewing measurement providing both an
assessment of their accuracy versus observed PeopleMeter records as well as how mobile diaries augment
current viewing measures.
9.8 Informing the Experience: How Does Prior
Information Influence Consumption Experiences
Room: Salon 13
Co-chairs: Sarah Wei, University of Alberta, Canada
Anna Paley, New York University, USA
1. Sampling Traps: How the Opportunity to Sample Experiential Products Reduces Hedonic Value
Sarah Wei, University of Alberta, Canada*
Gerald Häubl, University of Alberta, Canada
Intuitively, sampling multiple experiential products before selecting one of them should be beneficial to
consumers. By contrast, we show that the opportunity to sample tends to trap consumers into overexploration, reducing their motivation to consume any of the alternatives in their entirety, and
consequently reducing enjoyment of the consumption experience.
2. Enjoying the Unexpected: Prior Uncertainty Improves Hedonic Experiences
Anna Paley, New York University, USA*
Tom Meyvis, New York University, USA
Robyn A. LeBoeuf, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA
The current research examines the pleasurable consequences of prior uncertainty. Consumers enjoy
experiences more when they did not know exactly what they would get beforehand – an effect driven by
the surprising recognition of familiar but not specifically expected stimuli.
3. Creating Happiness by First Inducing and Then Satisfying a Desire: The Case of Curiosity
Christopher Hsee, University of Chicago, USA
Bowen Ruan, University of Wisconsin - Madison, USA*
Zoe Y. Lu, University of Wisconsin - Madison, USA
The current research shows, in the realm of curiosity, that first inducing a desire and then satisfying it can
produce a net gain in happiness (hedonic experience), but that laypeople are unaware of this effect and do
not actively seek curiosity.
4. The Effect of Oral versus Manual Expression Modalities on Choice Satisfaction
Thorsten Voß, Mannheim University, Germany
Anne Klesse, Tilburg University, The Netherlands*
Caroline Goukens, Maastricht University, The Netherlands
Jonathan Levav, Stanford University, USA
We study the effect of preference expression modalities—oral versus manual—on choice satisfaction in
situations where individuals possess only limited information about the options. The results of four studies
show that expressing one’s choice orally (speaking) results in greater satisfaction than expressing it
manually (e.g., by grabbing one option).
9.9 Framing Consumers: Shaping Perceptions and
Behaviors Through Setting the Frame
Room: Salon 15
Chair: Elise Chandon Ince, University of South Carolina, USA
1. By Brand or By Category? The Effect of Display Context in Evaluating Incongruent Brand
Extensions
Xiaoying Zheng, Nankai University, China*
Ernest Baskin, Saint Joseph's University, USA
Ravi Dhar, School of Management, Yale University, USA
Siqing Peng, Guanghua School of Management, Peking University,CHINA
Consumers often encounter and evaluate brand extensions in stores. Most research on evaluation of
extensions does not take into account how products are displayed in retail environments. This paper
demonstrates that the context in which brand extensions are displayed will influence consumers'
evaluations.
2. Who is the Person in Need? Combining Message Framing and Social Distance to Promote ProSocial Health Behaviors
Laurie Balbo, Montpellier Business School, France*
Florence Jeannot, INSEEC Business School, France*
Justine Estarague, Montpellier Business School, France*
Relying on Construal Level Theory, two experiments show that matching message framing (gains vs.
losses) with social distance (proximal vs. distal) leverages intention towards two pro-social health
behaviors (study1: blood donation; study 2: organs donation). Study 2 also indicates that consumers’
comparative optimism (a self-positivity bias) moderates this match-based effect.
3. Consumers’ Pro-Environmental Behaviors: The Role of Framing and Emotions
Cesare Amatulli, LUISS Guido Carli University, Italy
Alessandro M. Peluso, University of Salento, Italy
Matteo De Angelis, LUISS Guido Carli University, Italy*
Richard P. Bagozzi, University of Michigan, USA
Isabella Soscia, SKEMA Business School, France
Gianluigi Guido, University of Salento, Italy
Sustainability is a central issue for people’s well-being, but companies often fail in communicating and
selling “green” products. This paper shows that using negative frames in communications activates a
sense of shame in consumers, which in turn leads them to choose green products and develop proenvironmental attitudes.
4. Deal or No Deal? The Effect Online Deals on Consumer Quality Perceptions and Competition
Jorge Mejia, University of Maryland, USA*
Anand Gopal, University of Maryland, USA
Michael Trusov, University of Maryland, USA
We study the effect of online deals, such as Groupon on consumer quality expectations in online reviews.
Through both empirical models using yelp.com’s reviews and lab experiments, we find that the effect of
online deals on online reviews is strongly moderated by the merchant characteristics and competition.
9.10 How Does He/She Do It? Motivation for Goal
Pursuit
Room: Salon 16
Chair: Catherine Cole, University of Iowa, USA
1. Lots to Do or Lots of Ways to Do It? The Role of Mood and Mindset on Goal Motivation
Eunjoo Han, University of Texas at Austin, USA*
Andrew Gershoff, University of Texas at Austin, USA
The present research investigates the interactive effects of mood and mindset on motivation in consumers’
goal striving. In three studies, we find that for those in a positive (vs. neutral) mood, an outcome mindset
increases motivation. Conversely, being in a positive (vs. neutral) mood decreases motivation for those in
a process mindset. The reason for this is rooted in the mood-creativity link, which leads individuals to
generate more goal attainment means when in a positive mood. However mindset influences construal of
these means. So having more available goal attainment means in an outcome mindset increases motivation
because they are seen as more opportunities to achieve the goal. Having more available means in a
process mindset decreases motivation because they are seen as more work that must be completed to
achieve the goal.
2. Continue or Give Up? How Publicity and Self-Monitoring Influence Goal Persistence
Jenny Jiao, University of Iowa, USA*
Catherine A. Cole, University of Iowa, USA*
Yael Zemack-Rugar, University of Central Florida, USA
We examine whether goal publicity and self-monitoring affect goal persistence. Across three experiments,
we demonstrate that high self-monitors are more likely to persist following a public failure than a private
failure. We also explore two boundary conditions feedback and perceived value of the incentive for
achieving the goal.
3. Nonfunctional Self-Customization Enhances Product Performance
Ulrike Kaiser, WU Vienna University of Business and Economics, Austria*
Martin Schreier, WU Vienna University of Business and Economics, Austria
Chris Janiszewski, University of Florida, USA
This research provides evidence that nonfunctional self-customization enhances performance. When a
product is infused with a person’s unique personality, performance is enhanced independent of product
efficacy beliefs. Five studies show that the effect is robust across different types of tasks (e.g., putting,
anagrams, dart throwing, ping pong ball game).
4. All for One and One for All: Individual Vicarious Goal Fulfillment in Group Contexts
Katina Kulow, University of Louisville, USA
Thomas Kramer, University of California Riverside, USA
Kara Bentley, University of South Carolina, USA*
We explore the impact of group identification on individual goal pursuit. We show that when a group has
made progress towards an overall group goal, individuals with high group identification will decrease
their individual goal pursuit efforts. Evidence suggests that vicarious goal fulfillment mediates this effect.
9.11 The Effect of Numerical Markers on Consumer
Inferences and Decisions
Room: Salon 18
Co-chairs: Jared Watson, University of Maryland, USA
1. The Effect of Reward Quantification on Actual Program Participation
Eleanor Putnam-Farr, Massachusetts Institute of Technology, USA*
Jason Riis, University of Pennsylvania, USA
Through a combination of field and lab experiments, we demonstrate that the use of a high number to
describe rewards leads to higher interest and enrollment, but also higher expectations of performance and
a higher drop-out rate from the program when the reward is difficult to achieve.
2. Swayed Away by Numbers: When Consumers Overweight the Review Counts in their Decisions
Jared Watson, University of Maryland, USA*
Anastasiya Pocheptsova, University of Maryland, USA
Michael Trusov, University of Maryland, USA
We investigate how the number of online product reviews affects consumer behavior. We find that most
online retailers feature a small review count, and that consumers are more likely to defer purchase or
choose the suboptimal alternative when viewing a choice set with a small review count.
3. “18% Off the Original Price Then Another 12% Off” or “12% Off Then 18% Off”: How Multiple
Discounts Influence Consumer Evaluations
Rajesh Bagchi, Virginia Tech, USA
Derick Davis, University of Miami, USA*
We investigate how consumers evaluate offerings with multiple percentage changes (e.g., take 18% off
the price, followed by 12%; 18%-12%). We find when the two percentages are presented together, a
large-small (18%-12%) order is judged larger than a small-large order (12%-18%). This pattern reverses
when the percentages are encountered sequentially.
4. The Rating Polarity Effect: Overcoming the Surreptitious Influence of Implicit Numerical
Associations on Consumer Judgments
Ellie Kyung, Dartmouth College, USA*
Manoj Thomas, Cornell University, USA
Aradhna Krishna, University of Michigan, USA
Can rating polarity (1=bad, 5=good versus 1=good, 5=bad) influence consumer judgments? Four
experiments with American and German consumers demonstrate that product evaluations are less
sensitive to differences in product quality when using a culturally atypical rating format due to
interference between numerical associations in memory. Mindsets mitigate this interference.
9.12 Consumer Agency and Beyond
Room: Salon 19 & 22
Chair: Lan Chaplin, University of Illinois-Chicago, USA
1. Consuming Sustainability Narratives
Paul Haynes, Royal Holloway, University of London, UK*
Many well known brands use ethical and environmental narratives effectively to differentiate themselves
from similar products; however, narratives conflicting with existing cultural values are unlikely to
influence consumers. Using insights from cultural branding, this paper will challenge the view that to
promote sustainable goods requires changing consumer’s values.
2. A Framework for Exploring the Spectrum of Consumer-Brand Connections Using Utopian Theory
Rebecca Dare, The University of Melbourne, Australia*
Angela Paladino, The University of Melbourne, Australia
Yoshihisa Kashima, The University of Melbourne, Australia
This research presents a novel contribution to consumer-brand bonds by exploring brand connection
motivated by utopian consumer desires. This research reveals utopian thought as motivating everyday
consumption and consumer-brand connection. Furthermore, the spectrum of brand connections are
influenced by utopian function processes and mixed emotion towards utopia.
3. “See That Door With a No Entry Sign? Open It”: Exploring Consumer Agency in Contested Place
Stephanie Anderson, University of Strathclyde, UK*
Kathy Hamilton, University of Strathclyde, UK
Andrea Tonner, University of Strathclyde, UK
This research explores consumer agency in the context of ‘urban exploration,’ which refers to the
consumption of abandoned and contested urban ruins. Drawing on netnographic data, we introduce the
concepts of calculated agency and transient appropriation, and demonstrate the importance of temporality
and virtuality in the creation of place meaning.
4. Mobilizing the Responsible Consumer: Multi-Level Risk Narratives in Subpolitical Debates
Sabrina Gabl, University of Innsbruck, Austria*
Risks are part of consumers’ lives and influence consumers’ behaviors. This study investigates a
subpolitical debate on environmental governance and finds that actors produce multi-level risk narratives
for mobilization. Findings contribute to consumer research by considering consumers in the debate and
highlighting the relevance of risk in consumer citizenship.
9.13 ROUNDTABLE: Consumer Experience in the
Connected World: How Emerging Technologies are
Poised to Revolutionize Consumer Behavior Research
Room: Salon 3
Co-chairs: Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA
Participants:
Russell Belk, York University, Canada
Noah Castelo, Columbia University, USA
Nicholas Fitz, University of British
Columbia, Canada
Anindya Ghose, New York University, USA
Hyunjin Kang, George Washington
University, USA
Robert Kozinets, York University, Canada
William Rand, University of Maryland,
USA
Aric Rindfleisch, University of Illinois at
Urbana-Champaign, USA
Alladi Venkatesh, University of California
Irvine, USA
Three transformational technologies, including digital technologies, the Internet of Things, and humanmachine technologies, are poised to radically transform how consumers behave. We will explore new
consumer behaviors that are likely to emerge from such technologies, along with new conceptual models
and methodologies that may be most appropriate for studying them.
Coffee Break
3:40 PM - 4:00 PM
Chemin Royale
Session 10
4:00 PM - 5:20 PM
Paper 1: 4:00 PM - 4:20 PM
Paper 2: 4:20 PM - 4:40 PM
Paper 3: 4:40 PM - 5:00 PM
Paper 4: 5:00 PM - 5:20 PM
10.1 WORKSHOP: How to Write a Great Review:
Advice from JCR’s Editorial Team
Room: Salon 21 & 24
Co-chairs: Robert Kozinets, York University
Sharon Shavitt, University of Illinois, Urbana-Champaign
This workshop session is designed for anyone who would like to learn more about the process of
reviewing for journals and writing effective reviews. JCR’s editors and associate editors will discuss the
characteristics of reviews that are most helpful to authors and editors and provide insight into the process
by which reviewers are selected and how reviews inform editorial decisions. Reviewing is a valued form
of professional service and can help scholars build networks within the field; attend this session to learn
more about the review process.
10.3 Theoretical Advances in the Sharing Economy
Room: Salon 6
Co-chairs: Julie Ozanne, University of Melbourne, Australia
Samuelson Appau, Melbourne Business School, Australia
1. Designing a Sharing Economy through the Process of Market Empathization
Markus Giesler, York University, Canada*
Ela Veresiu, Witten/Herdecke University, Germany
Anton Siebert, Witten/Herdecke University, Germany
Building on the sociology of empathy and an institutional analysis of the ridesharing company Uber, this
paper introduces market empathization as a process through which “a cultural good” is repositioned from
the institutional domain to the domain of individual empathy and a sharing market is established.
2. Disambiguating Sharing Economies: How Economic Tropes Affect Attitudes
Cait Lamberton, University of Pittsburgh, USA*
Alexander Rose, University of South Carolina, USA
Randall Rose, University of South Carolina, USA
We examine how differences in the form of sharing economies—specifically in their blending of
individualist and mutualist tropes—affect the attitude and perceptions of consumers within those systems.
Specifically, we have survey data in the context of a leave sharing pool and the ACA with proposals for
experimental follow-ups.
3. The Dark Side of Sharing: Social Exclusion within Donation Pooling
Samuelson Appau, Melbourne Business School, Australia*
Julie Ozanne, University of Melbourne, Australia
Jill Klein, Melbourne Business School, Australia*
An ethnographic study of a poor Christian community in Ghana explored seventeen different cooperative
pooling systems. Each system is guided by a different logic that sometimes facilitates social integration
but also promoted competition and even social fragmentation through compulsory and voluntary social
exclusion.
4. Strategic Implications of Consumer-To-Consumer Resource Pooling
Alexander Rose, University of South Carolina, USA*
Eric Arnould, Southern Denmark University, Denmark*
Adopting a managerial perspective, we conduct an ethnography to develop insight into the efficacy and
benefits of providing contexts for resource pooling amongst consumers. Findings from the craft beer
industry reveal benefits in branding and consumer experience.
10.4 Toward a Deeper Understanding of Socially
Responsible Consumers
Room: Salon 7
Chair: Margaret G. Meloy, Penn State University, USA
1. Can Buying a Product with a Cause Make Us Better People? Licensing Effect after Purchasing a
Product with a Cause
Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Xing-Yu Chu, National Sun Yat-sen University, Taiwan*
Zhao-Hong Cheng, National Sun Yat-sen University
Dickson Tok, National Sun Yat-sen University*
Cause-Related Marketing (CRM) is one fast growing marketing strategy. Previous research focused on
consumer behavior of CRM, but ignored the subsequent behaviors after CRM purchase. Our studies
suggest that exposure to CRM may contribute to a sense of moral self but license socially undesirable
behaviors in a variety of domains.
2. The Power of Emotional Benefits: How Outcome Focus Affects Donation Behavior
Nora Moran, Virginia Tech, USA*
Rajesh Bagchi, Virginia Tech, USA
Little research has examined how focusing on benefits motivates helping. We demonstrate that when
appeals focus on providing positive emotional benefits for recipients, donors are more willing to help
many (vs. one) individuals. We also show increased impact perceptions drive the motivation to help
groups in this context.
3. The Undercover Altruist: When Doing Good Is Socially Awkward.
Jan Willem Bolderdijk, University of Groningen, The Netherlands*
Gert Cornelissen, Pompeu Fabra University, Spain
The presence of others is assumed to motivate people to advertise their moral selves.
We argued that people sometimes hide their true moral inclinations from others to avoid
socially awkward situations: observed participants reduced donations, avoided being
associated with a human rights campaign, and were modest in their moral selfdescriptions.
4. Going Green, Going Feminine: How Green Appeal Influences Products Targeting Consumers of
Different Genders
Yunhui Huang, Nanjing University, China*
Echo Wen Wan, University of Hong Kong, Hong Kong, China
Consumers associate green (vs. non-green) products more with femininity, consider people consuming
green (vs. non-green) products as more feminine, and believe that a feminine (vs. masculine) friend would
favor a green gift more. Moreover, consumers with well-developed/ impoverished product knowledge
evaluate female/male products with (vs. without) green add-ons more favorably.
10.5 God, Luck and the World: Consequences of
Consumer Beliefs On Judgment and Choice
Room: Salon 9
Co-chairs: Yimin Cheng, Hong Kong University of Science and Technology, China
1. How Symbolic Fusions with Religion Imbue Products with Increased Reliability and Safety
Steven Shepherd, Oklahoma State University, USA*
Aaron C. Kay, Duke University, USA
Richard P. Eibach, University of Waterloo, Canada
We posit that the need for control and order in the world will lead religious individuals to seek products
that are imbued with safety and reliability via their symbolic fusion with God (i.e., blessing, rituals).
Evidence for this effect is found in both Indian and American samples.
2. Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-benefit
Heuristics
Yimin Cheng, Hong Kong University of Science and Technology, China*
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, China
Rom Schrift, University of Pennsylvania, USA
The Protestant Work Ethic (PWE, Weber 1905), is an influential concept that spans most social sciences,
but has largely been ignored by consumer researchers. Four experiments show that the PWE is a
parsimonious antecedent to several cost-benefit heuristics in goal pursuit, including the taste-efficacy
heuristic, price-quality heuristic, and effort-outcome heuristic.
3. When Engaging in Luck-Rituals Reduces Risky Choice
Ping Dong, University of Toronto, Canada*
Aparna A. Labroo, Northwestern University, USA
We find engaging in a luck ritual can reduce or increase risky choice, depending on whether potential
losses or gains are highlighted. In loss choice-domains, consumers who engage in luck-rituals infer luck is
not on their side and this inference reduces risky choice. The effect reverses in gain choice-domains.
4. Self and the World: Implicit Self-Theory and Biased Motivation in Human Judgment and Decision
Making
Jaehwan Kwon, Baylor University, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
We propose that entity theorists are likely to pursue efficiency of judgments. As such, they easily make
quick judgments from a small sample of information. In contrast, incremental theorists are likely to pursue
accuracy of judgments, such that they “hesitate” to make judgments until they collect more information.
10.6 Fashion Signals and Symbols: Beyond Conspicuous
Consumption
Room: Salon 10
Chair: Luke Nowlan, University of Miami, USA
1. The Devil Wears Prada? How Luxury Consumption Influences Social Behaviors
Yajin Wang, University of Minnesota, USA*
Deborah Roedder John, University of Minnesota, USA
Vladas Griskevicius, University of Minnesota, USA
We propose that using luxury products boosts people’s perception of social status, which then alters their
behavior. Four experiments show that luxury products trigger self-interested behavior. Additionally, we
identify a theoretically-derived condition: luxury products can induce self-interested motives that lead
people to behave altruistically under specific conditions.
2. New Wine in Old Bottles: Death Awareness Makes People Prefer Vintage Products Due to a Desire
to Connect the Past, Present, and Future
Gülen Sarial-Abi, Bocconi University, Italy*
Kathleen Vohs, University of Minnesota, USA
Ryan Hamilton, Emory University, USA
Aulona Ulqinaku, Bocconi University, Italy
This paper investigated a novel reason for preferring vintage items: death awareness. Five studies found
that people reminded of death prefer vintage products more than others do and more than modern
products. Further, we identified a theoretically-driven mediator: mental connections among the past,
present, and future.
3. Don’t Go Broke, Go Back in Time: Vintage, an Alternative Status Symbol
Morgan K. Ward, Southern Methodist University, USA
Claudia Townsend, University of Miami, USA
Luke Nowlan, University of Miami, USA*
We identify the consumption of vintage products as a status-signaling alternative to luxury consumption.
Exploring vintage and luxury side-by-side, several similarities and differences between the two categories
emerge. We demonstrate that fashion confidence is a distinguishing driver of preferences for vintage
goods.
4. The Impact of Usage Frequency on Lifestyle Branding
Jingjing Ma, Peking University, China*
Ryan Hamilton, Emory University, USA
Alexander Chernev, Northwestern University, USA
Economic theory predicts that decreasing the number of brand’s usage occasions lowers their valuation.
We argue that this is not always true: the impact of usage on brand valuation depends on the brands’ selfexpressive nature. Limiting usage lowers the valuation of functional brands but bolsters the valuation of
lifestyle brands.
10.7 It's a Brand New World: Negotiating Evolving
Communities
Room: Salon 12
Chair: Abhijit Roy, University of Scranton, USA
1. Encouraged Intrusion and the Entering of a Subordinate Consumption Field-Exploring Changing
Gender Distinctions in the Foodie Consumer Culture
Sofia Ulver, Lund University, Sweden*
In order to investigate the potential of consumer culture in changing social relations, in this investigation
we will immerse into the growing consumer culture of foodies occupying the historically feminine space
of domestic cooking. This article offers a tentative theory on the entering of subordinate consumption
fields in benevolent contexts.
2. Sharing My Way or Your Way? Institutional Alignment of Ideological Tensions and Justice
Narratives Within a Sharing Community
Johanna F. Gollnhofer, University of St. Gallen, Switzerland*
Katharina Hellwig, HEC Lausanne, Switzerland
Felicitas Morhart, HEC Lausanne, Switzerland
Sharing is driven by different and partly contradicting ideologies such as ecological, social and capitalist
point of views. By the means of an ethnographic approach we investigate how institutional structures
align those ideologies within a sharing community and advance understanding of ideology and justice in
the field of consumer behavior.
3. Online Livestreams, Community Practices, and Assemblages. Towards a Site Ontology of Consumer
Community
Niklas Woermann, University of Southern Denmark, Denmark*
Heiko Kirschner, University of Vienna, Austria
Extant research on consumer community assemblages and practices needs to be complemented with an
understanding of community sites. Examining online livestreams from the Dota2 game community we
show that multi-level sites allow for assemblage heterogeneity without requiring alignment and that
community practices might be universal but depend on specific sites.
4. Marketer Legitimacy in Participatory Media: Negotiating the Acceptance of Marketing
Communication on Reddit
Ella Lillqvist, Aalto University School of Business, Finland*
Johanna Moisander, Aalto University School of Business, Finland
A. Fuat Firat, University of Texas – Pan American, US; Aalto University School of Business,
Finland
This paper examines how the legitimacy of organizations and their marketing activity is negotiated in a
participatory online media environment where marketers and consumers follow different institutional
logics concerning unsolicited marketing communication. We develop a model that illustrates how
legitimacy is negotiated in interaction and identify grounds for legitimation.
10.9 ACR 2016 Conference Program Committee Meeting
(By Invitation Only)
Room: Salon 15
Co-chairs: Page Moreau, University of Wisconsin, USA
Stefano Puntoni, Erasmus University, The Netherlands
10.10 Motivation in a Social World: Interpersonal
Influences on Self-Regulatory Processes
Room: Salon 16
Chair: Jordan Etkin, Duke University, USA
1. Off My Chest and At It Again: Is Confession a Prelude to Repentance or Relapse?
Michael Lowe, Texas A&M University, USA*
Kelly Haws, Vanderbilt University, USA
The act of confession brings what might otherwise be a private failure to enact self-control squarely into
the social domain. But, does is impact self-control? We propose and find that confession of major
transgressions leads to repentance whereas confession of relatively minor missteps instead licenses more
goal-inconsistent behavior.
2. Persuasion by Proxy: Vicarious Self-Control Use Increases Decision Compliance
Joshua Ackerman, University of Michigan, USA*
Self-control processes are typically studied within individuals, yet acts of self-control often occur in social
settings such as group meals or shopping trips. Here, mental connection between people is shown to
promote vicarious depletion of self-control as expressed through decreased persuasion resistance and
increased compliance with requests and advertisements.
3. In Good Company: Managing Interpersonal Resources that Support Self-Regulation
Michelle vanDellen, University of Georgia, USA*
James Shah, Duke University, USA
N. Pontus Leander, University of Groningen, The Netherlands
Julie Delose, University of Georgia, USA
Jerica Bornstein, University of Georgia, USA
In five studies, we tested whether effective self-regulators position themselves in social environments that
best afford self-regulatory success. Self-regulatory effectiveness predicted stronger preferences to spend
time with, collaborate with, and be informed by others who were likely to promote goal pursuit. These
preferences appeared to be both targeted and strategic.
4. The Downside of Winning: Self-Regulatory Consequences of Competitive Standing
Szu-Chi Huang, Stanford University, USA*
Jordan Etkin, Duke University, USA
Competition is prevalent in our everyday lives. This research adopts a longitudinal perspective to explore
the dynamic self-regulatory effects of competitive standing. Four experiments show that being ahead can
both enhance and detract from subsequent self-regulation effort, depending on the stage in the
competition.
10.11 Advances in Pay-What-You-Want Pricing
Room: Salon 18
Chair: Stephen Atlas, University of Rhode Island, USA
1. Shifting Mindset in Consumer Elective Pricing
Silvia Saccardo, University of California, San Diego, USA
Charis Li, University of Florida, USA
Anya Samek, University of Wisconsin-Madison, USA
Ayelet Gneezy, University of California, San Diego, USA*
We examine the role of mindset in consumer elective pricing (CEP). In three field experiments, we
change the wording of a CEP offer to invoke self versus other-regarding mindsets. Our data, from both
non-profit and for-profit settings, suggest that offers that make self-interested motivations less salient
consistently increase payments.
2. Because We’re Partners: How Social Values and Relationship Norms Influence Consumer
Payments in Pay-What-You-Want Contexts
Shelle Santana, Harvard University, USA*
Vicki Morwitz, New York University, USA
This research develops and tests a model that explains differences in buyer payments in PWYW contexts.
We show that buyers are jointly influenced by their own Social Value Orientation (SVO) and relationship
norm salience at the time the pricing decision is made. Both lab and field studies confirm our predictions.
3. ‘Paper Or Plastic’: How We Pay Influences Post-Transaction Connection
Avni M. Shah, University of Toronto, Canada*
Noah Eisenkraft, University of North Carolina- Chapel Hill, USA
James R. Bettman, Duke University, USA
Tanya Chartrand, Duke University, USA
Can paying for a good/service using one form of payment influence how connected you feel posttransaction? Employing a multi-method approach, we demonstrate that individuals who pay using more
painful forms of payment (e.g., cash/check versus debit/credit card) increase their post-transaction
connection to both products and organizations.
4. Rebate-What-You-Want
Stephen Atlas, University of Rhode Island, USA*
One challenge restricting the use of pay-what-you-want pricing is that customers often choose lower
prices than would be set by the firm. This paper proposes to solve this problem by exploring a novel
voluntary pricing strategy where people select how much money to receive back after paying the full
amount.
10.13 ROUNDTABLE: Affective, Experiential and
Performative Impacts of Consumption Spaces
Room: Salon 3
Co-chairs: Andrea Lucarelli, Stockholm University, Sweden
Andreas Chatzidakis, University of London - Royal Holloway, UK
Massimo Giovanardi, Leicester University, UK
Pauline Maclaran, University of London - Royal Holloway, UK
Morven G. McEachern, University of Salford, UK
Participants:
Olga Kravets, Bilkent University, Turkey
Luca M. Visconti, ESCP Europe, France
Robin Canniford, University of Melbourne,
Australia
Zeynep Arsel, Concordia University,
Canada
John F. Sherry Jr., University of Notre
Dame, USA
Tonya Bradford, University of Notre Dame,
USA
Emma Banister, University of Manchester,
UK
Jonathan Bean, Bucknell University, USA
Rodrigo Castilhos, Unisinos, Brazil
Aurelie Broeckerhoff, Coventry University,
UK
Mikael Andéhn, Aalto Univesity, Finland
Alexandros Skandalis, University of
Manchester, UK
Tim Hill, University of Melbourne,
Australia
Liz Parsons, University of Liverpool, UK
The aim of the roundtable is to instigate more creative and innovative approaches to conceptualising and
empirically exploring the affective, performative and experiential dimensions of consumption in space.
This is performed in an interactive fashion were all participants are reflecting on methodology for
researching the intersection of consumption and place.
JCP Associate Editors' Meeting
4:00 PM - 5:20 PM
Belle Chasse
By Invitation Only
JCP Editorial Review Board Reception and Meeting
5:30 PM - 7:00 PM
Salon 19 & 20
By Invitation Only
Power Yoga
5:30 PM - 6:30 PM
Pilates Room, Hotel Health Club
Led by Stephanie Lin
Power Yoga is an invigorating and challenging workout with modifications for all levels. Come
prepared to sweat! Bring a bottle of water and wear comfortable clothing
Grand Finale Reception at Mardi Gras World
7:00 PM – Midnight
Sponsored by Qualtrics
Mardi Gras World is a short walk from the hotel.
Transportation between the hotel and venue is available throughout the event.
Student volunteers will direct attendees to the venue from the hotel between 6:45 PM and
7:15 PM.
Sunday, 4 October 2015
JCR Policy Board Meeting
7:30 AM - 5:00 PM
Marlborough A
Reviewers
Associate Editors
Katherine Burson, University of Michigan, USA
Margaret Campbell, University of Colorado, USA
Amy N. Dalton, Hong Kong University of
Science and Technology, Hong Kong, China
Hope Jensen Schau, University of Arizona, USA
Dannie Kjeldgaard, University of Southern
Denmark, Denmark
Robert Kozinets, York University, Canada
Prashant Malaviya, Georgetown University, USA
Cait Poynor Lamberton, University of Pittsburgh,
USA
L. J. Shrum, HEC Paris, France
AEDaniel Steffen, University of Minnesota
Duluth, USA
Manoj Thomas, Cornell University, USA
Christian Wheeler, Stanford University, USA
Program Committee – Special Session
Reviewers
Rashmi Adaval, Hong Kong University of
Science and Technology, China
Søren Askegaard, University of Southern
Denmark, Denmark
Russell Belk, York University, Canada
Jim Bettman, Duke University, USA
Lisa E. Bolton, Pennsylvania State University,
USA
Simona Botti, London Business School, UK
Susan Broniarczyk, University of Texas at Austin,
USA
Jennifer Escalas, Vanderbilt University, USA
David Faro, London Business School, UK
Rosellina Ferraro, University of Maryland, USA
Ellen Garbarino, University of Sydney
Andrew D. Gershoff, University of Texas at
Austin, USA
Ayelet Gneezy, UC San Diego, USA
Ming Hsu, University of California Berkeley,
USA
Chris Janiszewski, University of Florida, USA
Frank R. Kardes, University of Cincinnati, USA
Anat Keinan, Harvard University, USA
Uzma Khan, Stanford University, USA
Ellie Kyung, Dartmouth College, USA
Juliano Laran, University of Miami, USA
Robyn LeBoeuf, Washington University, USA
Leonard Lee, National University of Singapore,
Singapore
Jonathan Levav, Stanford University, USA
Sidney Levy, University of Arizona, USA
Tina Lowrey, HEC Paris, France
Mary Frances Luce, Duke University, USA
Marius K. Luedicke, City University London, UK
Nina Mazar, University of Toronto, Canada
Brent McFerran, Simon Fraser University, Canada
David Mick, University of Virginia, USA
Cassie Mogilner, The Wharton School, University
of Pennsylvania, USA
Sarah Moore, University of Alberta, Canada
Andrea Morales, Arizona State University, USA
Carey Morewedge, Boston University, USA
Leif D. Nelson, University of California Berkeley,
USA
Oded Netzer, Columbia University, USA
Jesper Nielsen, University of Arizona, USA
Nathan Novemsky, Yale University, USA
Cele Otnes, University of Illinois at UrbanaChampaign, USA
Andrew W. Perkins, Washington State University,
USA
Hilke Plassmann, INSEAD, France
John Pracejus, University of Alberta, Canada
Priya Raghubir, New York University, USA
Scott Rick, University of Michigan, USA
Derek Rucker, Northwestern University, USA
Gad Saad, Concordia University, Canada
Jonathan Schroeder, Rochester Institute of
Technology, USA
John Sherry, University of Notre Dame, USA
Suzanne Shu, University of California Los
Angeles, USA
Ale Smidts, Erasmus University, The Netherlands
Oleg Urminsky, University of Chicago, USA
Erica van Herpen, Wageningen University, The
Netherlands
Koert Van Ittersum, University of Groningen, The
Netherlands
Stijn van Osselaer, Cornell University, USA
Kathleen Vohs, University of Minnesota, USA
Joachim Vosgerau, Bocconi Universaity, Italy
Lawrence Williams, University of Colorado, USA
David Wooten, University of Michigan, USA
Eugenia Wu, University of Pittsburgh, USA
Eric Yorkston, Texas Christian University, USA
Gal Zauberman, University of Pennsylvania, USA
Rui (Juliet) Zhu, CKGSB, China
Competitive Paper Reviewers
Lisa Abendroth, University of St. Thomas, USA
Pankaj Aggarwal, University of Toronto, Canada
Hamed Aghakhani, Dalhousie University, Canada
Nidhi Agrawal, University of Washington, USA
Melissa Akaka, University of Denver, USA
Joseph W. Alba, University of Florida, USA
Adam Alter, New York University, USA
On Amir, UC San Diego, USA
Eduardo Andrade, FGV, Rio de Janeiro, Brazil
Christina I. Anthony, University of Sydney,
Australia
Zachary Arens, Oklahoma State University, USA
Jennifer Argo, University of Alberta, Canada
Laurence Ashworth, Queen's University, Canada
Sukriye Sinem Atakan, Ozyegin University,
Turkey
A. Selin Atalay, Frankfurt School of Finance and
Management, Germany
Stephen Atlas, University of Rhode Island, USA
Graham Austin, Montana State University, USA
Nilufer Aydinoglu, Koc University, Turkey
Rajesh Bagchi, Virginia Tech, USA
Emma Banister, Manchester Business School, UK
Fleura Bardhi, Cass Business School, City
University London, UK
Michelle Barnhart, Oregon State University, USA
Daniel M. Bartels, University of Chicago, USA
Debra Basil, University of Lethbridge, Canada
Rajeev Batra, University of Michigan, USA
Julia Bayuk, University of Delaware, USA
Colleen Bee, Oregon State University, USA
Aronte Bennett, Villanova University, USA
Michelle Bergadaa, University of Geneva,
Switzerland
Jonah Berger, University of Pennsylvania, USA
Jonathan Berman, London Business School, UK
Marco Bertini, ESADE Business School, Spain
Shona Bettany, University of Westminster, UK
Namita Bhatnagar, University of Manitoba,
Canada
Amit Bhattacharjee, Dartmouth College, USA
Baler Bilgin, Koç University, Turkey
Darron Billeter, Brigham Young University, USA
Simon J. Blanchard, Georgetown University,
USA
Lauren Block, Baruch College, USA
Samuel Bond, Georgia Tech, USA
Andrea Bonezzi, New York University, USA
Tonya Williams Bradford, University of Notre
Dame, USA
S. Adam Brasel, Boston College, USA
C. Miguel Brendl, Northwestern University, USA
Neil Brigden, Miami University, USA
Julie Edell Britton, Duke University, USA
Anne J. Broderick, Liverpool John Moores
University, UK
Aaron R. Brough, Utah State University, USA
Sabrina Bruyneel, KU Leuven, Belgium
Eva Buechel, University of South Carolina, USA
Marylouise Caldwell, University of Sydney,
Australia
Kurt Carlson, Georgetown University, USA
Marina Carnevale, Fordham University, USA
Ryall Carroll, St. John's University, USA
Lisa Cavanaugh, University of Southern
California, USA
Mary Celsi, California State University Long
Beach, USA
Dipankar Chakravarti, Johns Hopkins University,
USA
Elaine Chan, Tilburg University, The Netherlands
Elise Chandon Ince, University of South Carolina,
USA
Hannah Chang, Singapore Management
University, Singapore
Lan Chaplin, University of Illinois-Chicago, USA
Haipeng (Allan) Chen, Texas A&M University,
USA
Jinhee Choi, Korea University, Korea
HaeEun Helen Chun, Cornell University, USA
Catherine A. Cole, University of Iowa, USA
Alan D. Cooke, University of Florida, USA
Gert Cornelissen, Pompeu Fabra University,
Spain
Carolyn Costley, University of Waikato, New
Zealand
Elizabeth Cowley, University of Sydney,
Australia
Elizabeth Crosby, University of Wisconsin - La
Crosse, USA
Samantha N. Cross, Iowa State University, USA
Cynthia Cryder, Washington University in St.
Louis, USA
Keisha Cutright, University of Pennsylvania, USA
Xianchi Dai, Chinese University of Hong Kong,
China
Peter Darke, York University, Canada
Derick Davis, University of Miami, USA
Bart De Langhe, University of Colorado, USA
Benet DeBerry-Spence, University of Illinois at
Chicago, USA
Helene Deval, Dalhousie University, Canada
Siegfried Dewitte, Katholieke University Leuven,
Belgium
Utpal Dholakia, Rice University, USA
Angelika Dimoka, Temple University, USA
Eric Dolansky, Brock University, Canada
Courtney M. Droms, Butler University, USA
David Dubois, INSEAD, France
Rod Duclos, HKUST, China
Adam Duhachek, Indiana University, USA
Lea Dunn, University of Washington, USA
Jane Ebert, Brandeis University, USA
Danit Ein-Gar, Tel Aviv University, Israel
Eric Eisenstein, Temple University, USA
Francine Espinoza Petersen, European School of
Management and Technology, Germany
Jordan Etkin, Duke University, USA
Douglas R. Ewing, Bowling Green State
University, USA
Alexander (Sasha) Fedorikhin, Indiana
University, USA
Shelagh Ferguson, University of Otago, New
Zealand
Daniel Fernandes, Catholic University of
Portugal, Portugal
Karen V. Fernandez, The University of Auckland,
New Zealand
Philip Fernbach, University of Colorado, USA
Robert Fisher, University of Alberta, Canada
David Gal, University of Illinois - Chicago, USA
Rajani Ganesh Pillai, North Dakota State
University, USA
Leilei Gao, Chinese University of Hong Kong,
Hong Kong, China
Meryl Gardner, University of Delaware, USA
Nitika Garg, UNSW Australia
Mary C. Gilly, University of California at Irvine,
USA
John Godek, Seattle Pacific University, USA
Kelly Goldsmith, Northwestern University, USA
Miranda Goode, Western University, Canada
Stephen Gould, Baruch College, USA
Eric Greenleaf, New York University, USA
Vladas Griskevicius, University of Minnesota,
USA
Young Won Ha, Sogang University, Korea
Rhonda Hadi, University of Oxford
Henrik Hagtvedt, Boston College, USA
Eric Hamerman, Tulane University, USA
Gerald Häubl, University of Alberta, Canada
Scott Hawkins, University of Toronto, Canada
Kelly Haws, Vanderbilt University, USA
William Hedgcock, University of Iowa, USA
Kelly B. Herd, Indiana University, USA
Hal Hershfield, University of California Los
Angeles, USA
Michal Herzenstein, University of Delaware, USA
Christian Hildebrand, University of St. Gallen,
Switzerland
Ron Hill, Villanova School of Business, USA
Elizabeth Hirschman, Rutgers University, USA
JoAndrea Hoegg, University of British Columbia,
Canada
Donna Hoffman, George Washington University
Margaret Hogg, Lancaster University, UK
Szu-Chi Huang, Stanford University, USA
Yanliu Huang, Drexel University, USA
Young Eun Huh, HKUST, Hong Kong
Ashlee Humphreys, Northwestern University,
USA
Iris W. Hung, National University of Singapore,
Singapore
Katharina C. Husemann, University of London Royal Holloway, UK
Steffen Jahn, University of Goettingen, Germany
Yuwei Jiang, Hong Kong Polytechnic University,
China
Barbara E. Kahn, University of Pennsylvania,
USA
Andrew Kaikati, Saint Louis University, USA
Ajay Kalra, Rice University, USA
Uma R. Karmarkar, Harvard Business School,
USA
Eunice Kim, Pennsylvania State University, USA
Soo Kim, Cornell University, USA
Rob Kleine, Ohio Northern University, USA
Anne Klesse, Tilburg University The Netherlands
Minjung Koo, Sungkyunkwan University, Korea
Steven Koppitsch, Bowling Green State
University, USA
Thomas Kramer, University of California
Riverside, USA
Ann Kronrod, Michigan State University, USA
Didem Kurt, Boston University, USA
Dae Hee Kwak, University of Michigan, USA
Jessica Y. Y. Kwong, The Chinese University of
Hong Kong, China
Raphaëlle Lambert-Pandraud, ESCP Europe,
France
Kathryn LaTour, Cornell University, USA
Gilles Laurent, INSEEC Business School, France
Zoe Lee, University of Bath, UK
Monika Lisjak, Erasmus University, The
Netherlands
Wendy Liu, UC San Diego, USA
Therese A. Louie, San Jose State University, USA
David Luna, Baruch College, USA
Renaud Lunardo, KEDGE Business School,
France
Pauline Maclaran, Royal Holloway University of
London, UK
Ahreum Maeng, University of Kansas, USA
Sam Maglio, University of Toronto, Canada
Michal Maimaran, Northwestern University, USA
Kelley Main, University of Manitoba, Canada
Selin A. Malkoc, Washington University in St.
Louis, USA
Alan Malter, University of Illinois at Chicago,
USA
Naomi Mandel, Arizona State University, USA
Antonia Mantonakis, Brock University, Canada
Tamara Masters, Brigham Young University,
USA
Ted Matherly, Oklahoma State University, USA
Pragya Mathur, Baruch College, USA
James McAlexander, Oregon State University
A. Peter McGraw, University of Colorado, USA
Blake McShane, Northwestern University, USA
Nicole Mead, Erasmus University Rotterdam, The
Netherlands
Ravi Mehta, University of Illinois at UrbanaChampaign, USA
Margaret G. Meloy, Pennsylvania State
University, USA
Claude Messner, University of Bern, Switzerland
Joan Meyers-Levy, University of Minnesota, USA
Elizabeth Miller, Universiy of Massachusetts
Amherst, USA
Daniel Mochon, Tulane University, USA
Risto Moisio, California State University, Long
Beach, USA
Mike Molesworth, University of Southampton,
UK
Alokparna (Sonia) Monga, Rutgers University,
USA
Ashwani Monga, Rutgers University, USA
Nicole Montgomery, University of Virginia, USA
David J. Moore, University of Michigan, USA
Milica Mormann, University of Miami, USA
James Mourey, DePaul University, USA
Ashesh Mukherjee, McGill University, Canada
Nira Munichor, Hebrew University of Jerusalem,
Israel
Kyle B. Murray, University of Alberta, Canada
Kent Nakamoto, Virginia Polytechnic Institute
and State University, USA
Gergana Nenkov, Boston College, USA
Sharon Ng, Nanyang Technological University,
Singapore
Leonardo Nicolao, UFRGS, Brazil
Hristina Nikolova, Boston College, USA
Hayden Noel, University of Illinois at UrbanaChampaign, USA
Michael I. Norton, Harvard Business School,
USA
Leigh Novak, Illinois State University, USA
Peter Nuttall, University of Bath, UK
Stephanie O'Donohoe, The University of
Edinburgh, UK
Douglas Olsen, Arizona State University, USA
Nailya Ordabayeva, Boston College, USA
andrea ordanini, Bocconi University, Italy
Per Ostergaard, University of Southern Denmark,
Denmark
Grant Packard, Laurier School of Business &
Economics, Canada
Karen Page Winterich, Pennsylvania State
University, USA
Gabriele Paolacci, Erasmus University Rotterdam,
The Netherlands
Kiwan Park, Seoul National University, Korea
Jeffrey Parker, Georgia State University, USA
Alessandro Peluso, University of Salento, Italy
Lisa Peñaloza, Kedge Business School, France
and EGADE Business School, Mexico
Beatriz Pereira, Iowa State University, USA
Anastasiya Pocheptsova, University of Maryland,
USA
T. Andrew Poehlman, Clemson University, USA
Nancy Puccinelli, Oxford University, UK
Priyali Rajagopal, University of South Carolina,
USA
Brian Ratchford, University of Texas at Dallas,
USA
Ratti Ratneshwar, University of Missouri, USA
Philipp Rauschnabel, University of Michigan,
USA
Joseph Redden, University of Minnesota, USA
Hila Riemer, Ben-Gurion University, Israel
Jason Riis, University of Pennsylvania, USA
Diego Rinallo, Kedge Business School, France
Aric Rindfleisch, University of Illinois at UrbanaChampaign, USA
Anne Roggeveen, Babson College, USA
Randall Rose, University of South Carolina, USA
William T. Ross Jr., University of Connecticut,
USA
Caroline Roux, Concordia University, Canada
Melanie Rudd, University of Houston, USA
Cristel Antonia Russell, American University,
USA
Ayalla Ruvio, Michigan State University, USA
Aaron M. Sackett, University of St. Thomas, USA
Linda Court Salisbury, Boston College, USA
Adriana Samper, Arizona State University, USA
Bernd Schmitt, Columbia University, USA and
NTU Singapore
Joachim Scholz, Cal Poly, SLO, USA
Rom Schrift, University of Pennsylvania, USA
Irene Scopelliti, City University London, UK
Maura Scott, Florida State University, USA
Aner Sela, University of Florida, USA
Edith Shalev, Technion, Israel
Eesha Sharma, Dartmouth College, USA
Hao Shen, Chinese University of Hong Kong,
China
Joseph Simmons, University of Pennsylvania,
USA
Itamar Simonson, Stanford University, USA
Robert Smith, Ohio State University, USA
Robin L. Soster, University of Arkansas, USA
Gerri Spassova, Monash University, Australia
Susan Spiggle, University of Connecticut, USA
Stephen Spiller, University of California Los
Angeles, USA
Joydeep Srivastava, University of Maryland, USA
Mary Steffel, Northeastern University, USA
Yael Steinhart, Tel Aviv University, Israel
Andrew T. Stephen, Oxford University, UK
Michal Strahilevitz, Victoria University of
Wellington, New Zealand
Harish Sujan, Tulane University, USA
Mita Sujan, Tulane University, USA
Kwanho Suk, Korea University, Korea
Ajay Sukhdial, Oklahoma State University, USA
Jill Sundie, Virginia Tech, USA
Abigail B. Sussman, University of Chicago, USA
Steven Sweldens, Erasmus University, The
Netherlands
Isabelle Szmigin, University of Birmingham, UK
Rob Tanner, University of Wisconsin-Madison,
USA
Debora V. Thompson, Georgetown University,
USA
Carlos J. Torelli, University of Minnesota, USA
Claudia Townsend, University of Miami, USA
Rebecca K. Trump, Loyola University, USA
Claire Tsai, University of Toronto, Canada
Gulnur Tumbat, San Francisco State University,
USA
Sofia Ulver, Lund University, Sweden
Ana Valenzuela, Baruch College, CUNY,
USA/Universitat Pompeu Fabra, Spain
Anu Valtonen, University of Lapland, Finland
Bram Van den Bergh, Erasmus Universit, The
Netherlands
Alladi Venkatesh, University of California Irvine,
USA
Vinod Venkatraman, Temple University, USA
Monica Wadhwa, INSEAD, Singapore
Rebecca Walker Reczek, The Ohio State
University, USA
Echo Wen Wan, University of Hong Kong, China
Fang Wan, University of Manitoba, Canada
Chen Wang, Drexel University, USA
Jing (Alice) Wang, University of Iowa, USA
Qing Wang, University of Warwick, UK
Adrian Ward, University of Texas at Austin, USA
Dee Warmath, University of Wisconsin Madison, USA
Caleb Warren, Texas A&M University, USA
Kimberlee Weaver, Virginia Tech, USA
Michelle Weinberger, Northwestern University,
USA
Jodie Whelan, York University, Canada
Tiffany White, University of Illinois at UrbanaChampaign, USA
Caroline Wiertz, Cass Business School, City
University London, UK
Keith Wilcox, Columbia University, USA
William Wilkie, University of Notre Dame, USA
Elanor Williams, University of California San
Diego, USA
Alison Jing Xu, University of Minnesota, USA
Richard Yalch, University of Washington, USA
Haiyang Yang, Johns Hopkins University, USA
Linyun Yang, University of North Carolina,
Charlotte, USA
Sunghwan Yi, University of Guelph, Canada
Youjae Yi, Seoul National University, Korea
Songoh Yoon, Korea University, Korea
Yael Zemack-Rugar, University of Central
Florida, USA
Meng Zhang, Chinese University of Hong Kong,
China
Yan Zhang, National University of Singapore,
Singapore
Min Zhao, University of Toronto, Canada
Rongrong Zhou, Hong Kong University of
Science and Technology, China
Meng Zhu, Johns Hopkins University, USA
Working Paper Reviewers
Nükhet Agar, Koç University, Turkey
Anand Agrawal, Asian Institute of Management,
Manila, Philippines
Renata Andreoni Barboza, FGV-EAESP, Brazil
Susan Andrzejewski, California State University
Channel Islands, USA
Makbule Eda Anlamlier, University of Illinois at
Chicago, USA
Christina I. Anthony, University of Sydney,
Australia
Zachary Arens, Oklahoma State University
Gizem Atav, SUNY Binghamton, USA
Amin Attari, University of Kansas, USA
Kafia Ayadi, NEOMA Business School, France
Aaron Barnes, University of Illinois at UrbanaChampaign, USA
Debra Basil, University of Lethbridge, Canada
Carlos Bauer, University of Texas - San Antonio
Johannes C. Bauer, University of St.Gallen,
Switzerland
Stacey Baxter, University of Newcastle, Australia
Colleen Bee, Oregon State University, USA
Kara Bentley, University of South Carolina, USA
Michelle Bergadaa, University of Geneva,
Switzerland
Mariam Beruchashvili, California State University
Northridge, USA
Darron Billeter, Brigham Young University, USA
Alessandro Biraglia, University of Leeds, UK
Hedon Blakaj, Aalto University, Finland
Johannes Boegershausen, University of British
Columbia, Canada
Delane Botelho, EBAPE-FGV, Brazil
Josko Brakus, University of Leeds, UK
Rafael Bravo, University of Zaragoza, Spain
Dominique Braxton, University of California
Irvine, USA
Vinicius Brei, Federal University of Rio Grande
do Sul (UFRGS), Brazil
Barbara Briers, Tilburg University, The
Netherlands
Neil Brigden, Miami University, USA
Denise Buhrau, Stony Book University, USA
Olya Bullard, University of Winnipeg, Canada
Yuri Cameron, LexisNexis, USA
Adrian Camilleri, RMIT University
Marina Carnevale, Fordham University, USA
Stephanie Carpenter, University of Michigan,
USA
Ryall Carroll, St. John's University
Lilian Carvalho, FGV-EAESP
Sergio Carvalho, Dalhousie University, Canada
Gilmar Casalinho, Federal University of Rio
Grande do Sul / HEC Montréal
Iana Castro, San Diego State University, USA
Dave Centeno, City University of Hong Kong &
University of the Philippines
Moran Cerf, Northwestern University, USA
Ludovica Cesareo, Sapienza University of Rome,
France
Boyoun Chae, Temple University, USA
Rajdeep Chakraborti, IBS, Hyderabad, India
Chia-Jung Chang, National Taiwan Normal
University, Taiwan
Connie Chang, Meiji University, Japan
Subimal Chatterjee, SUNY Binghamton, USA
Sophie Chaxel, Virginia Tech, USA
Chamrong Cheam, Grenoble Ecole de
Management, France
Yu-Shan Athena Chen, National ChengChi
Uniersity, Taiwan
Yimin Cheng, Hong Kong University of Science
and Technology, China
Kuan Pin Chiang, Central Connecticut State
University, USA
Sydney Chinchanachokchai, University of
Wisconsin-Eau Claire, USA
Yoon-Na Cho, Villanova University, USA
Hsuan-Yi Chou, National Sun Yat-sen University
Hoeun Chung, FSU
Jaeyeon Chung, Columbia University, USA
Sorim Chung, University of California Riverside,
USA
Ricardo Coelho, Cornell University, USA
Rita Coelho do Vale, Catholic University of
Portugal, Portugal
Yann Cornil, University of British Columbia,
Canada
Katherine Crain, Duke University, USA
Elizabeth Crosby, University of Wisconsin - La
Crosse, USA
Anna Custers, Oxford University, UK
M. Deniz Dalman, Saint Petersburg State
University, USA
Ilgim Dara, University of Massachusetts,
Amherst, USA
Ahmad Daryanto, Lancaster University, UK
Neel Das, Appalachian State University, USA
Matteo De Angelis, LUISS University, Italy
Cara de Boer, European School of Management
and Technology, Germany
Gwarlann De Kerviler, IESEG School of
Management
Alexander DePaoli, Stanford University, USA
Kalpesh K. Desai, University of Missouri Kansas City
Helene Deval, Dalhousie University, Canada
Stephan Dickert, Vienna University of Economics
and Business, Austria
Ying Ding, Renimin University, China
Kivilcim Dogerlioglu-Demir, Sabanci University,
Turkey
Eric Dolansky, Brock University, Canada
Ping Dong, University of Toronto, Canada
Paula Dootson, Queensland University of
Technology, Australia
Michael Dorn, University of Bern, Germany
Jingyi Duan, University of Rhode Island
Jeffrey Durgee, Rensselaer Polytechnic Institute,
USA
Sujay Dutta, Wayne State University, USA
Bennie Eng, Marshall University
Alet C. Erasmus, University of Pretoria, South
Africa
Emine Erdogan, Rutgers University, USA
Ioannis Evangelidis, Erasmus University, The
Netherlands
Tatiana Fajardo, University of Miami, USA
Linying Fan, The Hong Kong Polytechnic
University, China
Ali Faraji-Rad, Nanyang Technological
University, Singapore
Stephanie Feiereisen, Cass Business School
Daniela Ferreira, UFRJ
Bernardo Figueiredo, School of Economics,
Finance & Marketing - RMIT University
Phillip Frank, Catawba College
Marieke Fransen, University of Amsterdam, The
Netherlands
Cristina Galalae, University of Coventry
Chelsea Galoni, Kellogg School of Management,
Northwestern University
Fei Gao, HEC Paris, France
Huachao Gao, University of Texas at San
Antonio, USA
Ten Gao, Sun Yat-sen University, China
Marion Garnier, Université de Lille, France
Alina Geiger, Univeristy of Bayreuth, Germany
Claas Christian Germelmann, University of
Bayreuth, Germany
Rachel Gershon, Washington University, USA
Kelly Geyskens, Maastricht University, The
Netherlands
Tanuka Ghoshal, Indian School of Business, India
Marilyn Giroux, Concordia University, Canada
Alexei Gloukhovtsev, Aalto University School of
Business
Delphine Godefroit-Winkel, Ghana Institute of
Management and Public Administration,
Business School, Accra, Ghana
Manuela Goncalves, Universidade Federal do Rio
Grande do Sul, Brazil
R. Justin Goss, Colorado State University, Pueblo,
USA
Vikas Goyal, Indian Institute of Management
Marija Grishin, University of Kansas, USA
Bianca Grohmann, Concordia University, Canada
Barbara Gross, California State University,
Northridge, USA
Haodong Gu, Shanghai University, China
Amélie Guèvremont, École des sciences de la
gestion de l'UQAM. Canada
Wenxia Guo, City University of Hong Kong
Rhonda Hadi, University of Oxford
Anna Linda Hagen, University of Michigan, USA
Anne Hamby, Hofstra University, USA
Eric Hamerman, Tulane University, USA
John Han, Carnegie Mellon University, USA
Jay Handelman, Queen's University, Canada
Kathrin Hanek, University of Michigan, USA
Sara Hanson, University of Oregon, USA
Angela Hausman, Howard University
Daniel He, Columbia University, USA
Marloes Heijink, Hong Kong Polytechic
University
Andrea Hemetsberger, University of Innsbruck,
Austria
Jose Mauro Hernandez, Centro Universitário da
FEI, Brazil
Thomas Hickman, Washburn University, USA
Mark E. Hill, Montclair State University, USA
Henry Ho, Ferris State University
JungHwa Hong, SUNY Binghamton, USA
Monali Hota, IESEG School of Management,
Lille, France
Min Hou, Zhejiang Gongshang University, China
Katie Howie, The University of Mississippi
Che-Hao Hsu, PhD. Student, National Cheng
Kung University, Taiwan
Julie Huang, Stony Brook University
Li Huang, University of South Carolina, USA
Xun (Irene) Huang, Nanyang Technological
University, Singapore
Zhongqiang (Tak) Huang, The Chinese University
of Hong Kong
Eun Hwang, Indiana University of Pennsylvania
Seoyoung Hwang, Seoul National University,
USA
Kenneth F. Hyde, Auckland University of
Technology, New Zealand
Jamie D. Hyodo, Pennsylvania State University,
USA
Hyunjoo Im, University of Minnesota, USA
Aarti Ivanic, University of San Diego, USA
Saravana Jaikumar, Indian Institute of
Management Ahmedabad
He (Michael) Jia, University of Southern
California, USA
Miaolei Jia, National University of Singapore,
Singapore
Jing Jiang, Renmin University of China, China
Lan Jiang, City University of Hong Kong
Ying Jiang, University of Ontario Institute of
Technology, Canada
Zixi jiang, UNSW Business School
Jae Min Jung, California State Polytechnic
University-Pomona, USA
Arti Kalro, Indian Institute of Technology
Bombay, India
Esther Kang, SUNY Buffalo, USA
Eun Yeon Kang, University of Texas at Austin,
USA
Selcan Kara, University of Connecticut, USA
Pelin Kesebir, University of Wisconsin-Madison,
USA
Mansur Khamitov, Ivey Business School, Western
University
Jashim Khan, Universty of Surrey
Hae Joo Kim, Wilfrid Laurier University, Canada
James Kim, University of Maryland, USA
Jin Myoung Kim, Seoul National University,
Republic of Korea
Junghan Kim, State University of New York at
Buffalo,USA
Soo Kim, Cornell University, USA
Soyoung Kim, University of Alberta, Canada
Yaeri Kim, Seoul National University, South
Korea
Youngseon Kim, Central Connecticut State
University, USA
Tracey King Schaller, Georgia Gwinnett College,
USA
Eva Kipnis, Coventry Business School, UK
Rob Kleine, Ohio Northern University, USA
Susan Kleine, Bowling Green State University,
USA
Gry Høngsmark Knudsen, University of Southern
Denmark, Denmark
Sören Köcher, Department of Marketing, TU
Dortmund University
Yunhwa Koh, Seoul National University, Korea
Shruti Koley, Texas A&M University, USA
Minjung Koo, Sungkyunkwan University,
Republic of Korea
Michael Korchia, KEDGE B
Aleksandra Kovacheva, University of Pittsburgh,
USA
Monika Kukar-Kinney, University of Richmond,
USA
Atul Kulkarni, University of Missouri, USA
Katina Kulow, University of Louisville
Didem Kurt, Boston University, USA
Dae Hee Kwak, University of Michigan, USA
Eunseon (Penny) Kwon, University of Missouri,
USA
JaeHwan Kwon, University of Iowa, USA
Joseph Lajos, HEC Lausanne, Switzerland
Arun Lakshmanan, SUNY Buffalo, USA
Jan R. Landwehr, Goethe University Frankfurt,
Germany
Robert Latimer, New York University, USA
Jeff Lee, MIT, USA
Jiyoung Lee, University of Texas at Austin, USA
Jung-Ah Lee, Korea University, Korea
Sangwon Lee, Ball State University
Soyoung Lee, University of Texas at Austin, USA
Yong Kyu Lee, Virginia Tech, USA
Yun Jung Lee, Robert B. Willumstad School of
Business, Adelphi University
Zoe Lee, University of Bath, UK
Nikki Lee-Wingate, University of Bridgeport
Jing Lei, The University of Melbourne, Australia
Ada Leung, Penn State Berks, USA
Peter Lewinski, University of Amsterdam
Dan Li, University of Texas at Austin, USA
Eric Li, University of British Columbia, Canada
Jie Li, Cornell University, USA
Wenjing Li, University of Kentucky
Ye Li, University of California Riverside, USA
Yi Li, HEC Paris, France
YuanYuan Li, Nanjing University
Weng Marc Lim, Monash University Malaysia
Chien-Wei (Wilson) Lin, Binghamton University,
USA
Lily Lin, California State University Los Angeles,
USA
Andrew Lindridge, The Open University Business
School, UK
Marc Linzmajer, University of St. Gallen,
Switzerland
Maggie Wenjing Liu, Tsinghua University
Yue Liu, University of Central Florida, USA
Sara Loughran Dommer, Georgia Tech, USA
Lauren Louie, University of California Irvine,
USA
Fang-Chi Lu, Korea University
Zoe Yue Lu, University of Wisconsin - Madison,
USA
Renaud Lunardo, KEDGE Business School,
France
Vivek Madupu, Missouri Western State
University, USA
Adriana Madzharov, Stevens Institute of
Technology
Natalia Maehle, Institute for Research in
Economics and Business Administration,
Norway
Ahreum Maeng, University of Kansas, USA
Dominika Maison, University of Warsaw
Igor Makienko, University of Nevada at Reno,
USA
Emmanouela Manganari, University of Patras,
Department of Economics, Greece
Aikaterini Manthiou, NEOMA Business School
Chrissy Martins, Iona College, USA
Daniele Mathras, Arizona State University, USA
Pragya Mathur, Baruch College, USA
Celso Matos, Unisinos Business School,
University of Vale do Rio dos Sinos,
Unisinos
Matthew Maxwell-Smith, University of Illinois at
Urbana-Champaign, USA
Shiri Melumad, Columbia University, USA
Rachel Meng, Columbia University, USA
Preetha Menon, Symbiosis Institute of Business
Management, Pune, India
Gina Miller, Mercer University, USA
Kyeong Sam Min, University of New Orleans,
USA
Alisa Minina, Stockholm University School of
Business
William Montford, Florida State University
David J. Moore, University of Michigan, USA
Carter Morgan, University of Miami, USA
Andrea K. Moser, Pforzheim University;
Leuphana University
Jill Mosteller, Colorado State University
Mehdi Mourali, University of Calgary, Canada
Ashesh Mukherjee, McGill University, Canada
Kyle B. Murray, University of Alberta, Canada
Liane Nagengast, Institute of Retail Management,
University of St.Gallen
Anish Nagpal, The University of Melbourne,
Australia
Marcelo V. Nepomuceno, HEC Montreal, Canada
Varuna Newatiya, Indian Institute of Technology,
Madras
Sharon Ng, Nanyang Technological University,
Singapore
Leonardo Nicolao, UFRGS, Brazil
Valeria Noguti, University of Technology
Sydney, Australia
Patricia Norberg, Quinnipiac University, USA
Krittinee Nuttavuthisit, Chulalongkorn University,
Thailand
(Grace) Ga-Eun Oh, Hong Kong University of
Science and Technology
Jacob Ostberg, Stockholm University, Sweden
Massimiliano Ostinelli, University of Wisconsin Milwaukee, USA
Peren Ozturan, VU University Amsterdam
Mauricio Palmeira, Monash University, Australia
Mario Pandelaere, Ghent University, Belgium
Felipe Pantoja, Neoma Business School
Hanyong Park, University of Texas at San
Antonio, USA
Hyun Young Park, China Europe International
Business School, China
Jen Heewon Park, New York University, USA
Mijung Park, Northwestern University
Kirsten Passyn, Salisbury University, USA
Anthony Patino, University of San Francisco
Hanna Paulose, The Ohio State University
Fabien Pecot, "Aix-Marseille School of
Management IAE, France
Eyal Peer, Bar-Ilan University
Sara Penner, University of Manitoba, Canada
Beatriz Pereira, Iowa State University, USA
Anne Odile Peschel, Aarhus University
Ivana Petrovic, University of Belgrade, Serbia
Nguyen Pham, Arizona State University, USA
Diane M. Phillips, Saint Joseph's University, USA
Ruth Pogacar, University of Cincinnati
Alexandra Polyakova, Bocconi University, Italy
Mateus Ponchio, Escola Superior de Propaganda e
Marketing (ESPM-SP, Brazil)
Vedha Ponnappan, Indian Institute of
Management, Bangalore
Monica Popa, Edwards School of Business,
University of Saskatchewan, Canada
Deidre Popovich, Emory University, USA
Keiko Powers, MarketShare, USA
Nancy Puccinelli, Oxford University
Cheng Qiu, Hong Kong Baptist University
Simon Quaschning, Ghent University, Belgium
Ryan Rahinel, University of Cincinnati, USA
Dipankar Rai, Le Moyne College, USA
Sekar Raju, Iowa State University, USA
Mukta Ramchandani, NEOMA Business School,
Campus Reims, France
Suzanne Rath, Queens University, Canada
Getúlio Reale, Tales Luiz Reale
Crystal Reeck, Temple University, USA
Nicholas Reinholtz, University of Colorado, USA
Ann Kristin Rhode, ESCP Europe Business
School Paris
Elisabeth Robinot, ESG UQAM
Joseph F. Rocereto, Monmouth University, USA
Sarah Roche, Texas Wesleyan Unversity
Joonas Rokka, NEOMA Business School, France
Gudrun Roose, Ghent University, Belgium
Sara Rosengren, Stockholm School of Economics,
Sweden
Yefim Roth, Technion University, Israel
Jeff Rotman, Ivey Business School
Caroline Roux, Concordia University, Canada
Abhijit Roy, University of Scranton, USA
Rajat Roy, Curtin University, Australia
Himadri Roy Chaudhuri, International
Management Institute-Kolkata, India
Sebastian Sadowski, University of Groningen,
The Netherlands
Christina Saenger, Youngstown State University,
USA
Ruby Q. Saine, University of South Florida
Camille Saintives, INSEEC Business School,
France
Anthony Salerno, University of Cincinnati
Geetanjali Saluja, HKUST, Hong Kong
Özlem Sandikci, Istanbul Sehir University,
Turkey
Gülen Sarial-Abi, Bocconi University, Italy
Samer Sarofim, University of Kansas, USA
Karen Scherr, Duke University, USA
Roland Schroll, University of Innsbruck
Irene Scopelliti, Cass Business School, City
University London, UK
Maura Scott, Florida State University, USA
Yuri Seo, Victoria University of Wellington, New
Zealand
Lois Shedd, Monash Business School, Monash
University
Daniel Sheehan, Georgia Tech, USA
Eric Shih, Sungkyunkwan University, South
Korea
Kao Si, The Chinese University of Hong Kong
Lawrence Silver, Southeastern Oklahoma State
University, USA
David H. Silvera, University of Texas at San
Antonio, USA
Amit Singh, The Ohio State University
Robert Smith, Ohio State University, USA
Tatiana Sokolova, HEC Paris, France
Hyunsang Son, University of Texas at Austin,
USA
Cheolho Song, Seoul National University, South
Korea
Yao Song, Bocconi University, Italy
Gerri Spassova, Monash University, Australia
Susan Spiggle, University of Connecticut
Katherine C. Sredl, Loyola University Chicago,
USA
Antonios Stamatogiannakis, IE Business School IE University, Spain
Inbal Stockheim, Tel Aviv University, Israel
Jason Stornelli, University of Michigan, USA
Sophie Suessenbach, Vienna University of
Economics and Busines
Magne Supphellen, Norwegian School of
Economics, Norway
Leona Tam, University of Wollongong, Australia
Jiat Chow Tan, Nanyang Technological
University, Singapore
Felix Tang, Hang Seng Management College,
China
Tao Tao, The Chinese University of Hong Kong
Berna Tari Kasnakoglu, TOBB University of
Economics and Technology, Turkey
Vito Tassiello, LUISS Guido Carli
Danna Tevet, Tel Aviv University
Ali Tezer, Concordia University, Canada
Nguyen (Beo) Thai, University of Sydney,
Australia
Derek Theriault, Concordia University, Canada
Meredith Thomas, University of Wisconsin
Madison, USA
Tabitha Thomas, University of Otago, New
Zealand
Tandy Chalmers Thomas, Queen's University,
Canada
Veronica Thomas, Towson University, USA
Carina Thürridl, Wirtschafts University, Austria
Julie Tinson, University of Stirling, Scotland, UK
Jolanta Tkaczyk, Kozminski University
Maryam Tofighi, John Molson School of
Business, Concordia University, Canada
Dandan Tong, Chinese University of Hong Kong,
China
Lauren Trabold, Manhattan College
Leo Trespeuch, University of Grenoble, France
Remi Trudel, Boston University, USA
Rebecca K. Trump, Loyola University, USA
Natalie Truong, Norwegian School of Economics
and Business Administration, Norway
Yanping Tu, University of Florida, USA
Linda Tuncay Zayer, Loyola University Chicago,
USA
Broderick Turner, Florida International University
Emre Ulusoy, Youngstown State University, USA
Martine T. van der Heide, University of
Groningen, The Netherlands
Michelle van Gils, KU Leuven
Ricardo Teixeira Veiga, UFMG, Brazil
Sunaina Velagaleti, University of Wisconsin Madison, USA
Luca M. Visconti, ESCP Europe, France
Marlene Vock, University of Amsterdam
Business School
Benjamin Voyer, ESCP Europe, UK / London
School of Economics, UK
Anna Vredeveld, University of Connecticut, USA
Michael Walsh, West Virginia University, USA
Wakiuru Wamwara, Wright State University
Fang Wan, University of Manitoba, Canada
Chen Wang, Drexel University, USA
Lili Wang, Zhe Jiang University, China
Andrea Webb, University of Wisconsin Madison, USA
Andrea Weihrauch, Katholieke University
Leuven, Belgium
Na Wen, City University of Hong Kong, Hong
Kong
Jennifer Wiggins Johnson, Kent State University,
USA
Elanor Williams, University of California San
Diego, USA
Markus Wohlfeil, University of Stirling,
Scotland/UK
Lan Xia, Bentley University, USA
Na Xiao, Claflin University, USA
Guang-Xin Xie, University of Massachusetts
Boston, USA
Alison Jing Xu, University of Minnesota, USA
Qian Xu, Fudan University, China
Dengfeng Yan, University of Texas at San
Antonio, USA
Chun-Ming Yang, Ming Chuan University,
Taiwan
Lifeng Yang, University of Mississippi, USA
Sybil Yang, San Francisco State University, USA
Zhiyong Yang, University of Texas at Arlington,
USA
Tang Yao, Beihang University
Sunghwan Yi, University of Guelph, Canada
Bingqing Yin, University of Kansas, USA
Kelly EunJung Yoon, University of California,
Irvine
Ozge Yucel-Aybat, Pennsylvania State
University-Harrisburg, USA
Chun Zhang, Concordia University, Canada
Dan Zhang, City University of New York, USA
Jiao Zhang, University of Miami, USA
Xiaohua Zhao, Tsinghua University
Alexander Ziegler, University of Kentucky, USA
Film Reviewers
Cléret Baptiste, University of Rouen, France
Marylouise Caldwell, University of Sydney,
Australia
Carolyn Curasi, Georgia State University, USA
Alain Decrop, University of Namur, France
João Fleck, Universidade Federal do Rio Grande
do Sul, Brazil
Lorraine Friend, University of Waikato, New
Zealand
Sonya Grier, American University, USA
Joel Hietanen, Aalto University School of
Economics, Finland
Morven G. McEachern, University of Salford
Laura Oswald, Marketing Semiotics Inc., USA
Giridhar Ramachandran, Indian Institute of
Technology Madras, India
Joonas Rokka, NEOMA Business School, France
Christina Saenger, Youngstown State University,
USA
Ruby Q. Saine, University of South Florida, USA
Ekant Veer, University of Canterbury, New
Zealand
Alexandra Vignolles, INSEEC Business School,
France