Welcome to ACR Vancouver!

Transcription

Welcome to ACR Vancouver!
October 4-7, 2012
This conference marks the 43rd consecutive year the Association for Consumer Research is gathering in North
America. What’s more, we meet in Vancouver for the second time in ACR’s history – with the 2012 conference
occurring almost 20 years to the day since the last time it was held here.
This year’s conference theme is “Appreciating Diversity.” Everyone involved in planning and executing the
conference – from the co-chairs, to Executive Director Rajiv Vaidyanathan, Conference Manager Paula Rigling,
Poster Track co-chairs Maureen (Mimi) Morrin and Vanessa Patrick, Roundtable co-chairs Zeynep Arsel and
Hope Jensen Schau, Film Festival co-chairs Marylouise Caldwell and Paul Henry, Doctoral Symposium
co-chairs Jennifer Argo and Amna Kirmani, website guru Alex Cherfas, assistants Liz Lenzen, Beth Crosby and
Srinivas Venugopal, and the hundreds of volunteer reviewers, took this theme to heart in creating a program
reflecting the breadth and depth of our discipline. Here’s how the conference reflects myriad methodological,
theoretical and topical approaches in consumer behavior:
*We increased the number of concurrent sessions to 15, including almost 300 competitive papers, even as a
record 773 were submitted.
*We encouraged the submission of roundtables, and include nine in the program, representing innovative
research topics and/or methodological approaches to these topics.
*We made sure to give voice to a plethora of established and emerging topics. At the same time, we offer
“micro-tracks” so attendees can enjoy back-to-back sessions within similar research realms.
*We retained the Thursday plenary session, and added a “Meet the Editors” conference breakfast, featuring
representatives from a broad spectrum of journals.
*Finally, have you ever seen a shark boogie down? Our Saturday night gala, as well as our optional Sunday
excursions, embrace Vancouver’s diversity and combine the aesthetic opportunities of big-city wining and
dining with the integral connections to nature that make this area so attractive.
Whichever events you choose to enjoy, we hope you’ll have a fantastic conference, and that you’ll revel in the
diversity of intellectual and social opportunities available.
Not surprisingly with a conference of this size, it takes a “virtual global village” of several hundred people to
create ACR. We offer a huge THANK YOU to everyone who has helped with this conference – all of whom
will be listed in the conference proceedings.
Sincerely,
Zeynep Gürhan-Canli, Koç University
Cele Otnes, University of Illinois at Urbana-Champaign
Rui (Juliet) Zhu, University of British Columbia
ACR 2012 Conference Co-Chairs
1
Program Overview
Thursday, 04 October 2012
7:00a.m.-4:30p.m.
11:00a.m.-4:00p.m.
3:00-5:30p.m.
3:00-6:00p.m.
5:00-6:30p.m.
6:30-8:30p.m.
ACR Doctoral Symposium (Event begins in Pavilion ABC)
ACR Board of Directors Meeting (Port McNeill)
Society for Consumer Psychology Executive Committee Meeting (Parkville)
ACR Registration (Junior Foyer)
Opening Plenary Session: Integrity in Consumer Research (Grand Ballroom)
Welcome Reception (Pavilion Ballroom ABC)
Friday, 05 October 2012
6:30-7:30a.m.
7:00a.m.-7:00p.m.
7:00-8:00a.m.
7:00-9:00a.m.
8:00a.m.-5:00p.m.
8:00-9:15a.m.
9:15-9:30a.m.
9:30-10:45a.m.
10:45-11:00a.m.
10:45-11:15
11:00a.m.-12:15p.m.
12:15-1:45p.m.
2:00-3:15p.m.
3:15-3:45p.m.
3:45-5:00p.m.
4:30-5:30p.m.
5:30-6:30p.m.
6:00-8:00p.m.
9:30-11:00p.m.
ZUMBA Dance Party (Port Hardy Room)
ACR Registration (Junior / Pavilion Foyer)
ACR Continental Breakfast (Junior / Pavilion Foyer)
Journal of Consumer Research Associate Editors Breakfast/Meeting (Beluga Room)
Film Festival (Gulf Island BCD)
Session 1
Coffee Break (Junior / Pavilion Foyer)
Session 2
EACR 2013 Program Committee Meeting (Beluga)
Session 3
President's Lunch (Grand Ballroom)
Session 4
Session 5
Journal of Consumer Research ERB Reception (By Invitation) Ballroom, Sutton
Place Hotel (Please Note Location)
Journal of Consumer Research ERB Business Meeting (By Invitation) Ballroom, Sutton
Place Hotel (Please Note Location)
Reception / Poster Session (Grand Ballroom)
Newcomers’ Dessert Event (By Invitation) Ballroom, Sutton Place Hotel -Please Note Location
Saturday, 06 October 2012
7:00-8:00a.m.
7:00a.m.-5:00p.m.
8:00a.m.-5:00p.m.
8:00-9:15a.m.
9:15-9:30a.m.
9:30-10:45a.m.
10:45-11:00a.m.
10:45-11:45a.m.
11:00a.m.-12:15p.m.
12:15-1:45p.m.
2:00-3:15p.m.
3:15-3:45p.m.
3:45-5:00p.m.
5:00-7:00p.m.
7:00p.m.-midnight
6:30pm
ACR Continental Breakfast (Junior / Pavilion Foyer)
ACR Registration (Junior / Pavilion Foyer)
Film Festival (Gulf Island BCD)
Session 6
Session 7
ACR 2013 Planning Meeting – Open to All (Junior A)
Session 8
ACR Awards Lunch and Business Meeting (Grand Ballroom)
Session 9
Session 10
Journal of Consumer Psychology ERB Reception and Meeting (Pavilion C)
Gala Dinner (Vancouver Aquarium, Stanley Park)
Buses begin loading for gala dinner (Circular Drive, in front of the Sheraton), and run from the
hotel to the Aquarium from 6:30-8pm. Buses will return to the hotel on an as-needed basis
throughout the evening, Last buses leave the Aquarium at midnight.
Sunday, 07 October 2012
7:30a.m.-noon.
8:00-10:00a.m.
9:00a.m.
Journal of Consumer Research Policy Board Meeting (Parkville)
Meet the Editors Breakfast (Junior Ballroom CD)
Optional Vancouver Nature Trip Departs
Buses begin loading at 8:45am. If signed up for Capilano Bridge only, hotel return will be approx.
1:30 pm. If signed up for Capilano + Grouse Mountain, hotel return will be approx. 4 p.m.
2
3
ACR Doctoral Symposium
Sponsors:
Journal of Consumer Research
Marketing Science Institute
7:00a.m.-4:30p.m.
Event begins in Pavilion ABC
ACR Board of Directors Meeting
11:00a.m.-4:00p.m.
Port McNeill
ACR Registration
3:00-6:00p.m.
Junior Foyer
Society for Consumer Psychology Executive Committee Meeting
3:00-6:00p.m.
(Parkville)
Opening Plenary Session: Integrity in Consumer Research
5:00-6:30p.m.
Grand Ballroom
Moderator: Jeff Inman, University of Pittsburgh, USA
Panelists:
John Deighton, Harvard University, USA
Giles Laurent, HEC Paris, France
Donald Lehmann, Columbia University, USA
Linda Price, University of Arizona, USA
Robert Meyer, University of Pennsylvania, USA
The objective of the panel is to discuss best practices in consumer research,
highlighting ways to achieve and ensure integrity in scholarship.
Panelists will address topics relevant to the conduct of scholarly research in consumer
behavior.
Welcome Reception
6:30-8:30p.m.
Sponsor: Koç University, College of Administrative Sciences and Economics
Pavilion Ballroom ABC
4
ZUMBA Dance Party
6:30-7:30 a.m.
Naomi Mandel (licensed to teach Zumba in Tempe, AZ); special guests Lisa Cavanaugh and Kristin Diehl. Zumba Fitness is a
Latin-inspired dance-fitness program that blends red-hot international music and contagious steps to form a fitness party that
is downright addictive. Behavioral researchers of all shapes, sizes, and ages are invited. Please wear loose, comfortable
clothing and sneakers, and bring drinking water and a towel (and a few colleagues). Naomi is licensed to teach Zumba in
Tempe, AZ.
Port Hardy Room
ACR Registration
7:00a.m.-7:00p.m.
Junior / Pavilion Foyer
ACR Continental Breakfast
7:00-8:00a.m.
Journal of Consumer Research Associate Editors Breakfast/Meeting
7:00-9:00a.m.
Beluga Room
Film Festival
8:00a.m.-5:00p.m.
Gulf Island BCD
Session 1
8:00-9:15a.m.
1.1 Branding Issues I (Junior B)
1.2 Consumer Sociality and Happiness (Junior C)
1.3 Anomalies in Goal Pursuit (Junior D)
1.4 Green Products and Sustainability (Pavilion A)
1.5 Variety and Variability Effects on Preference and Choice (Pavilion B)
1.6 Identity Structure and the Boundaries of Identity Marketing (Pavilion C)
1.7 The Mere Idea of Money Alters Consumer Welfare, Preferences, and Morality (Pavilion D)
1.8 Factors Shaping Price Perceptions I (Port Alberni)
1.9 Counterintuitive Effects of Mood, Environmental Cues, and Lay-Beliefs in Food Consumption Contexts (Port
McNeill)
1.10 Understanding Diversity in Consumer Influence and Contextually Embedded Influencers (Parksville)
1.11 Leisure and Tourism (Orca)
1.12 Anti-Consumption and Consumer Resistance (Finback)
1.13 Effect of Competitive Context on Judgment and Decision Making (Galiano)
5
1.14 Experiential Consumption (Granville)
1.15 Different Methodological Approaches to Studying Transformative Consumer Research: What Can We Learn
from Each Other? (Azure)
1.16 Film Festival I (Gulf Island BCD)
Coffee Break
9:15-9:30a.m.
Session 2
9:30-10:45a.m.
2.1 Effects of Reference Points and Framing on Preference and Choice (Junior B)
2.2 Sooner Rather than Later? The Implications of Delay on Enjoyment and Consumption (Junior C)
2.3 Driving Diffusion: How Social Networks, Sender Motives, and Item Characteristics Shape Social Epidemics
(Junior D)
2.4 Food, Nutrition, and Health I (Pavilion A)
2.5 Roll out the Red Carpet: The Impact of Customer Treatment on Judgment and Decision Making (Pavilion B)
2.6 Feeling Mixed? When, Why and To What End Do We Feel Mixed Emotions? (Pavilion C)
2.7 Not What I Expected: Unanticipated Consequences of Product Exposure and Use (Pavilion D)
2.8 Hedonic Consumption and Experiences (Port Alberni)
2.9 Goal-Driven Financial Decisions: Understanding the Role of Consumer Goals in Financial Decision Making
(Port McNeill)
2.10 Brand Attachments (Parksville)
2.11 Making Places: Sensemaking and Sensegiving in Domestic, Communal and Retail Settings (Orca)
2.12 Countervailing the Effects of Poverty: Individual and Collective Strategies among Impoverished Consumers
for Sustainable Well-Being (Finback)
2.13 Charitable Giving and Prosocial Behavior I (Galiano)
2.14 Beyond the "Pain of Paying:" The Role of Specific Emotions in Consumers' Reactions to Prices and Payment
Decisions (Granville)
2.15 Market System Dynamics: The Value of and the Open Questions Associated with Studying Markets in
Consumer Culture Theory (Azure)
2.16 Film Festival II (Gulf Island BCD)
Coffee Break
10:45-11:00a.m.
EACR 2013 Program Committee Meeting
Co-Chairs: Ana Valenzuela, Universitat Pompeu Fabra, Spain
Elena Reutskaja, IESE, Spain
Gert Cornelissen, Universitat Pompeu Fabra, Spain
Beluga
6
Session 3
11:00a.m.-12:15p.m.
3.1 Managing Service Encounters (Junior B)
3.2 Finances and the Stock Market (Junior C)
3.3 Of Carrots, Candy, & Self-Control: Decreasing and Increasing Food Consumption (Junior D)
3.4 New Directions in Word-of-Mouth (Pavilion A)
3.5 Expanding the Theoretical Understandings of the Place of Consumption in Market Formation and
Transformation (Pavilion B)
3.6 In Pursuit of Happiness: Towards Understanding the Complex Relationship between Consumption and
Happiness (Port McNeill)
3.7 From the Field: New Research on Interventions, Commitments and Behavior Change (Pavilion D)
3.8 Raising the Bar: New Insights into the Development of an Optimal Donation Solicitation (Port Alberni)
3.9 Social Influences on Judgment/Decision Making (Junior A)
3.10 Factors Shaping Price Perceptions II (Parksville)
3.11 Brand Constructs (Orca)
3.12 Consumption and Vulnerability (Finback)
3.13 Goal Pursuit (Galiano)
3.14 Social Factors and Consumption (Granville)
3.15 Journal of Consumer Research (JCR) Reviewer Workshop (Pavilion C)
3.16 Film Festival III (Gulf Island BCD)
President's Lunch
12:15-1:45p.m.
Sponsor: Qualtrics
Grand Ballroom
Session 4
2:00-3:15p.m.
4.1 Prosocial Consumer Behavior (Junior B)
4.2 Come Eat With Us: Social Influences in the Food Domain (Junior C)
4.3 Deepening Our Understanding of Depletion: New Causes, Boundaries, and Processes (Junior D)
4.4 Glocal Consumption Issues (Pavilion A)
4.5 Inside the Turk: Methodological Concerns and Solutions in Mechanical Turk Experimentation (Pavilion B)
4.6 Financial Incentives and Consumer Choice (Pavilion C)
4.7 Designing Effective Choice Architectures (Pavilion D)
4.8 Expectations and Biases in Judgment and Decision Making (Port Alberni)
4.9 When It's What's Outside that Matters: Recent Findings on Product and Packaging Design (Port McNeill)
4.10 Pricing and Promotions (Parksville)
4.11 Brand Strength (Orca)
4.12 Changing Identity (Finback)
4.13 Consumption among Children and Adolescents (Galiano)
4.14 Regulatory Focus and Fit (Granville)
4.15 “Death and All His Friends:” The Role of Identity, Ritual, and Disposition in the Consumption of Death
7
(Azure)
4.16 Film Festival IV (Gulf Island BCD)
Coffee Break
3:15-3:45p.m.
8
Session 5
3:45-5:00p.m.
5.1 Aging Consumers (Junior B)
5.2 Judgment and Affect/Emotion (Junior C)
5.3 Conflicted Choices: New Perspectives on Choice Conflict (Junior D)
5.4 Branding and Product Issues (Pavilion A)
5.5 How Corporate Social Responsibility Influences Consumers (Pavilion B)
5.6 The Costs and Benefits of Consumer Labor (Pavilion C)
5.7 “Hell is Other People:” When Others Make Us Impulsive, Selfish and Judgmental and Factors that Help Us
Fight This (Pavilion D)
5.8 Consuming Luxury Goods (Port Alberni)
5.9 The Egocentrist and the Stranger: Conditional Inference When Making Sense of Others (Port McNeill)
5.10 Diverse Identities: Implications for Individual and Collective Decision Making (Parksville)
5.11 Compelling Consumer Contexts (Orca)
5.12 Embodied Cognition (Finback)
5.13 Survey and Individual Difference Issues (Galiano)
5.14 Persuasion I (Granville)
5.15 Reading the Mind of the Consumer: Promises and Challenges of Predictive Methods in Consumer
Neuroscience (Azure)
5.16 Film Festival V (Gulf Island BCD)
Journal of Consumer Research ERB Reception (By Invitation Only)
4:30-5:30pm
Journal of Consumer Research ERB Business Meeting (By Invitation Only)
5:30-6:30pm
Ballroom, Sutton Place Hotel (Please Note Location)
Reception / Poster Session
Sponsor: Journal of Marketing Research
6:00-8:00p.m.
Grand Ballroom
Newcomers’ Dessert Event
Sponsor: College of Business, University of Illinois at Urbana-Champaign
9:30-11:00p.m.
Ballroom, Sutton Place Hotel (Please Note Location) (By Invitation Only)
9
7:00-8:00a.m.
ACR Registration
7:00a.m.-5:00p.m.
Film Festival
8:00a.m.-5:00p.m.
Gulf Island BCD
Session 6
8:00-9:15a.m.
6.1 Marketplace Identity Issues (Junior B)
6.2 Signaling to the Self and Others: Selective Use of and Connection with Brands (Junior C)
6.3 New Insights into the Causes and Consequences of Unplanned Purchases (Junior D)
6.4 Sensory and Neuroscience Issues (Pavilion A)
6.5 Rituals and Gift Giving (Pavilion B)
6.6 Virgins, Mommies, and Hags: Women Buying into Change (Pavilion C)
6.7 What You Expect Is Not Always What You Get: The Effect of Consumer Bias on Food Intake (Pavilion D)
6.8 An Integrative Perspective on Moral Judgments: Understanding the Emotional, Cognitive, Sensory, and
Genetic Antecedents of Consumers’ Moral Judgments (Port Alberni)
6.9 Creativity at Different Times in Life (Port McNeill)
6.10 Attention (Parksville)
6.11 Consumer Welfare (Orca)
6.12 Affect and Emotion Influence on Motivation/Goals (Finback)
6.13 Advertising (Galiano)
6.14 Retailing (Granville)
6.15 Consumption Addiction: Developing a Research Agenda to Understanding How Consumers Progress from
Normal to Maladaptive Consumption and Addiction (Azure)
6.16 Film Festival I (Gulf Island BCD)
Coffee Break
9:15-9:30a.m.
10
Session 7
9:30-10:45a.m.
7.1 Attention and Perception (Junior B)
7.2 Online Social Networks: Why do We Use Them and How Do They Affect Us? (Junior C)
7.3 Brands as a Mean of Self-Expression: Threatened, Unexpressed, Omnivorous, and Flexible Self (Junior D)
7.4 The Control Dilemma: Pros and Cons of Perceived Control on Self-Regulation (Pavilion A)
7.5 Power and Decision Making: Exploring the Processes and Nuances (Pavilion B)
7.6 Experiencing and Evaluating in the Brain: fMRI and Single-Neuron Studies (Pavilion C)
7.7 Rituals Improve Emotions, Consumption, Interpersonal Relationships, and Even Luck (Pavilion D)
7.8 Attitude Theory (Port Alberni)
7.9 Socio-Historical Change and Representations of Consumers in Ads (Port McNeill)
7.10 Charitable Giving and Prosocial Behavior II (Parksville)
7.11 Food, Nutrition, and Health II (Orca)
7.12 Numerical Cognition (Finback)
7.13 Innovation and Creativity (Galiano)
7.14 Stereotypes, Memories and Nostalgia: Contested States of Longing, Belonging, and Being within Consumer
Acculturation (Granville)
7.15 Customer/Provider Interactions (Junior A)
7.16 Film Festival II (Gulf Island BCD)
Coffee Break
10:45-11:00a.m.
ACR 2013 Planning Meeting (Open to All)
Junior A
Session 8
11:00a.m.-12:15p.m.
8.1 Forming and Sustaining Identity (Junior B)
8.2 The Good, the Bad, and the Ugly of Consumer Spending within Close Relationships (Junior C)
8.3 Narrative Persuasion: Applications and Reflections from Three Disciplines (Junior D)
8.4 A Variety of Views on Variety-Seeking (Pavilion A)
8.5 Nonconscious Processing (Pavilion B)
8.6 Encouraging Healthier Food Consumption: The Role of Product Package Cues (Pavilion C)
8.7 To Ask or Not to Ask: When Charitable Appeals Are Most Effective (Pavilion D)
8.8 Impression Formation (Port Alberni)
8.9 Doing Well vs. Doing Good: The Interplay of Morality and Performance in Consumer Judgments (Port
McNeill)
8.10 Fashion and Beauty (Parksville)
8.11 Social Media (Orca)
8.12 Product and Category Issues (Finback)
8.13 Brand and Store Personality (Galiano)
11
8.14 Advertising Persuasion and Processing (Granville)
8.15 Conversations on the Sacred and Spirituality in Consumer Behavior (Azure)
8.16 Film Festival III (Gulf Island BCD)
ACR Awards Lunch and Business Meeting
12:15-1:45p.m.
Sponsor: Sauder School of Business,
University of British Columbia
Grand Ballroom
Session 9
2:00-3:15p.m.
9.1 Consumer Insights for Effective Marketing Strategy (Junior B)
9.2 Gender and Family Identity (Junior C)
9.3 New Perspectives on Symbolic Brands and Reference Groups (Junior D)
9.4 Social Media and Internet Consumption (Pavilion A)
9.5 The Nosy Decision Maker: How the Sense of Smell Influences Consumers’ Decisions (Pavilion B)
9.6 At the Bottom of the Pyramid: How Consumers Cope with Low Status (Pavilion C)
9.7 Would Others Be Gaga for Lady Gaga? When Personal Experience and Perspective Lead to (Mis)Predictions
of Others’ Preferences (Pavilion D)
9.8 Self-Control (Port Alberni)
9.9 Beyond Individualism and Collectivism: Novel Cultural Factors and Their Influence on Consumer Behavior
(Port McNeill)
9.10 Risk (Parksville)
9.11 Customer (Dis)satisfaction (Orca)
9.12 Inside My Mind (Finback)
9.13 Advertising and Attitude Theory (Galiano)
9.14 Persuasion II (Granville)
9.15 Think outside the Lab: Using Field Data in Behavioral Research (Azure)
9.16 Film Festival IV (Gulf Island BCD)
Coffee Break
3:15-3:45p.m.
12
Session 10
3:45-5:00p.m.
10.1 Advertising and Branding (Junior B)
10.2 The Paradox of Memory (Junior C)
10.3 Satisfaction across the Consumption Experience: The Impact of Judgment Timing, Emotions, and
Interruptions on Consumer Enjoyment (Junior D)
10.4 Construal Levels: New Antecedents, Insights and Implications (Pavilion A)
10.5 Me, Myself, and My Brand (Pavilion B)
10.6 The Best of Times, the Worst of Times: How Resource Abundance and Scarcity Shape Consumer Behavior
(Pavilion C)
10.7 Disadoption - Invited Co-Chairs' Session (Pavilion D)
10.8 Mental Representations of Uncertainty and Risk (Port Alberni)
10.9 The Effects of Temperature on Consumers’ Cognitive and Affective Decisions (Port McNeill)
10.10 Critical Marketing Scholarship (Parksville)
10.11 Time (Orca)
10.12 Emotional Appeals (Finback)
10.13 Sensory and Sensitivity Perceptions (Galiano)
10.14 Family Decision Making (Granville)
10.15 Evolutionary Consumption: Methodological Pluralism, Interdisciplinarity, and Consilience (Unified
Knowledge) (Azure)
10.16 Film Festival V (Gulf Island BCD)
Journal of Consumer Psychology ERB Reception and Meeting
5:00-7:00p.m.
Pavilion C
Gala Dinner
7:00p.m. (Buses begin loading at 6:30p.m.)
Vancouver Aquarium, Stanley Park
13
Journal of Consumer Research Policy Board Meeting
7:30 a.m.-noon
Parkville
Meet the Editors Breakfast
Sponsors: Represented Journals
Organizers: Susan Dobscha, Bentley College, USA
Katherine Lemon, Boston College, USA
8:00-10:00a.m.
Junior Ballroom CD
Optional Vancouver Nature Trip
9:00 a.m.
Buses begin loading at 8:45 a.m. If signed up for Capilano Bridge only, hotel return will be approx. 1:30 pm.
If signed up for Capilano + Grouse Mountain, hotel return will be approx. 4 p.m.
14
ACR Doctoral Symposium
7:00a.m.-5:00p.m.
Sponsors:
Journal of Consumer Research
Marketing Science Institute
Event begins in Pavilion ABC
ACR Board of Directors Meeting
11:00a.m.-4:00p.m.
Port McNeill
Society for Consumer Psychology Executive Committee Meeting
3:00-6:00p.m.
(Gulf Island B, C, D)
ACR Registration
4:30-6:00p.m.
Junior Foyer
Opening Plenary Session: Integrity in Consumer Research
5:00-6:30p.m.
Grand Ballroom
Moderator: Jeff Inman, University of Pittsburgh, USA
Panelists:
John Deighton, Harvard University, USA
Giles Laurent, HEC Paris, France
Robert Meyer, University of Pennsylvania, USA
The objective of the panel is to discuss best practices in consumer research,
highlighting ways to achieve and ensure integrity in scholarship. Panelists will address
topics relevant to the conduct of scholarly research in consumer behavior.
Welcome Reception
6:30-8:30p.m.
Sponsor: Koç University, College of Administrative Sciences and Economics
Pavilion Ballroom ABC
15
ZUMBA Class
6:30-7:30a.m.
Naomi Mandel (licensed to teach Zumba in Tempe, AZ); special guests Lisa Cavanaugh and Kristin Diehl. Zumba Fitness is
a Latin-inspired dance-fitness program that blends red-hot international music and contagious steps to form a fitness party
that is downright addictive. Behavioral researchers of all shapes, sizes, and ages are invited. Please wear loose, comfortable
clothing and sneakers, and bring drinking water and a towel (and a few colleagues). Naomi is licensed to teach Zumba in
Tempe, AZ.
Port Hardy Room
ACR Registration
7:00a.m.-7:00p.m.
7:00-8:00a.m.
Journal of Consumer Research Associate Editors Breakfast/Meeting
7:00-9:00a.m.
Beluga Room
Film Festival
8:00a.m.-5:00p.m.
Gulf Island BCD
Session 1
8:00-9:15a.m.
16
1.1 Branding Issues I
Room: Junior B
Chair: E. Taçli Yazicioglu, Bogazici University, Turkey
1. Consuming Branded Stories: A Netnography of Fashion and Luxury Blog Consumption
Gachoucha Kretz, ISC Paris School of Management, France*
How do fashion and luxury blog readers internalize and transform branded narratives provided by popular blogs they read?
Netnography and in-depth interviews show that blog readers set up branded stories' consumption strategies (Initiation, Imitation,
Information and Inspiration) that help understand bloggers’ potential influence on consumer-brand relationships.
2. A Coke is a Coke?
Interpreting Social Media Anti-Brand Rhetoric and Resolution
E. Taçli Yazicioglu, Bogazici University, Turkey*
Eser Borak, Bogazici University, Turkey
The study offers a rich non-Western context for theorizing about co-creation and the ideological role of social media for global brands.
This paper is the result of a netnography of six social media communities in Turkey focusing on the Coca-Cola brand. We find that
some local rituals integrate the brand with the traditions of the local culture.
Resolutions of cultural tensions are not the province of
those who produce anti-Coke rhetoric, as Holt (2002) suggests, but rather of the average consumer. We offer insights into how local
and global social media and online discussions co-create the meanings surrounding a brand, acting as an ideological element of
co-creative consumption processes in people’s daily lives.
3. Diversity Appreciated? A Visual Longitudinal Analysis of Ukraine’s Nation Branding Campaigns
Luca M. Visconti, ESCP Europe, France*
Mine Üçok Hughes, Woodbury University, USA*
Ruben Bagramian, Woodbury University, USA
Grounded on visual analysis, we discuss Ukraine’s nation-branding campaigns since its independence from the Soviet Union in 1991.
Our study highlights the specifics of nation branding for a country with a problematic nation image, and suggests that power dynamics
between international tourists and local citizens might be reverted in favor of the former party.
4. Cultural Brand Innovation within Emerging Economies: A Tale of Two Campaigns
Sudipta Das, University of Strathclyde, UK*
Paul Hewer, University of Strathclyde, UK*
In this paper we extend Holt's (2004) seminal Cultural Branding Model within emerging economies, namely India. By studying the
genealogy of an iconic Indian brand – Bajaj – we reveal how a transforming political and socio-economic infrastructure supplies
opportunities for building iconic brands in the age of fast-moving consumer culture.
17
1.2 Consumer Sociality and Happiness
Room: Junior C
Chair: Merrie Brucks, University of Arizona, USA
1. What Are Others Thinking? Hedonic Adaptation in Public Consumption Contexts
Sunaina Chugani, University of Texas at Austin, USA*
Julie Irwin, University of Texas at Austin, USA
Consuming products in the presence (vs. absence) of others slows down hedonic adaptation for consumers cognizant of being in
public. The knowledge of being observed causes consumers to consider others’ thoughts about their products. Consumers who like
their product assume others view their products favorably, and this enjoyment impedes adaptation.
2. Verbal Sharing: Purchase, Tell Others, and Be Happy
Wilson Bastos, University of Arizona, USA*
Merrie Brucks, University of Arizona, USA
We hypothesize and find that people draw more happiness from experiential (vs. material) purchases because those purchases lead to
more verbal sharing. Moreover, people are more inclined to share experiential (vs. material) purchases because they expect to be more
highly regarded as a result of doing so.
3. On the Importance of Experiential Purchases to Defining and Preserving the Self-Concept
Thomas Gilovich, Cornell University, USA
Travis Carter, University of Chicago, USA*
We show that people tend to be more satisfied with their experiential (vs. material) purchases partly because they feel their
experiences are more a part of their “social self.” For relatively materialistic participants, there may be a disconnect between what is
believed will be meaningful, and what actually is.
4. It’s the Company that Counts: Shared Experiences and Possessions Make People Happier than Experiences and Possessions
Alone
Peter Caprariello, University of Rochester, USA*
Harry Reis, University of Rochester, USA
Although acquiring experiences provides more happiness than acquiring material possessions, this effect depends on whether they can
be shared with others vs. consumed alone. We find that spending money for social purposes – whether experientially or materially – is
more important for consumer happiness than buying experiences or possessions per se.
18
1.3 Anomalies in Goal Pursuit
Room: Junior D
Chair: Luxi Shen, University of Chicago, USA
1. Opportunity Cost Neglect in Goal Pursuit under Uncertainty
Derek Koehler, University of Waterloo, Canada*
Cade Massey, University of Pennsylvania, USA
How do people decide whether to abandon a goal when its achievability is uncertain? We find that participants in several studies
over-persist in the pursuit of immediate goals, foregoing the benefits of alternative pursuits. Abandoning potentially profitable goals is
apparently difficult even when high opportunity costs make doing so optimal.
2. The Uniqueness Heuristic: A Preference for Unique Options for a Single Goal
Luxi Shen, University of Chicago, USA*
Ayelet Fishbach, University of Chicago, USA
We find that people choose unique options for a single goal and ordinary options for multiple goals. Thus, they prefer uniqueness for
either Goal A or Goal B, but not for Goal A+B. We demonstrate this preference reversal in various consumer contexts and explore its
underlying explanation.
3. Blind to All Else: The Role of Mindsets in Multiple-Goal Pursuit
Anastasiya Pocheptsova, University of Maryland, USA
Jordan Etkin, University of Maryland, USA*
Ravi Dhar, Yale University, USA
This paper examines the effect of goal-related mindsets on consumers’ product choices. We show that being in an implemental
mindset for one of multiple goals leads consumers to highlight pursuit of that goal in their product choices, disrupting the process of
balancing between multiple active goals.
4. Space, Time and Getting Things Done: The Role of Mindsets in Goal Pursuit
Dilip Soman, University of Toronto, Canada*
I propose that consumers partition their approach to a goal into distinct categories – “later and there” and “now and here.” Relative to
Consumers in the “later and there” category, consumers in the now and here” category are in an implemental mindset characterized by
action orientation, commitment and optimism.
19
1.4 Green Products and Sustainability
Room: Pavilion A
Chair: Barbara Loken, University of Minnesota, USA
1. Effects of Timing of Purchase and Perceived Proximity of Climate Change on Green Product Purchase
Kiju Jung, University of Illinois at Urbana-Champaign, USA*
Madhu Viswanathan, University of Illinois at Urbana-Champaign, USA
Robert S. Wyer, Jr., Chinese University of Hong Kong, Hong Kong
Dolores Albarracin, University of Pennsylvania, USA
Across three experiments, we demonstrate that both timing of purchase and proximity of climate change combine to influence
consumers’ willingness to purchase green products. We show that the combined influence is contingent on the order in which
consumers consider the purchase and learn about proximity of climate change.
2. Post-Consumption Emotions and Sustainability: An Investigation into How Guilt and Pride Emerge from Purchase Decisions
and their Impact on Consumers’ Future Behaviors
Paolo Antonetti, Cranfield University, UK*
Stan Maklan, Cranfield University, UK
Across two studies we examine the activation process of moral emotions after a consumption experience and the comparison between
the relative influence of guilt and pride on sustainable consumption. We contribute to existing debates on sustainable consumption and
illustrate how moral emotions affect certain consumption choices.
3. Don’t Put All Your Green Eggs in One Basket: Examining Environmentally Friendly Sub-Branding Strategies
Jayoung Koo, University of Minnesota, USA*
Barbara Loken, University of Minnesota, USA
To find a sub-branding strategy that promotes eco-friendly images for brands, we examine two sub-branding strategies, and show that
when green products are dispersed across several sub-brands (vs. concentrated within one sub-brand), people make inferences that the
overall parent brand is eco-friendly. Results also vary by sub-brand similarity and perception of company sincerity.
4. Political Ideology, Persuasive Appeals, and Sustainability
Blair Kidwell, Ohio State University, USA
Adam Farmer, University of Kentucky, USA*
David Hardesty, University of Kentucky, USA
We examine the influence of political ideology on sustainable behaviors. We develop a conceptual model of how the congruence of
political ideology and persuasive appeals enhance sustainable behaviors. In three studies including a longitudinal field study, we
demonstrate how messages congruent with the moral foundations influence actual recycling behavior.
20
1.5 Variety and Variability Effects on Preference and Choice
Room: Pavilion B
Chair: Karen Winterich, Pennsylvania State University, USA
1. When Empathic Managers Become Consumers: A Self-Referential Bias
Johannes Hattula, University of St. Gallen, Switzerland*
Walter Herzog, WHU-Otto Beisheim School of Management, Germany
Darren W. Dahl, University of British Columbia, Canada
Sven Reinecke, University of St. Gallen, Switzerland
This research implies that cognitive empathy, the mental process of putting oneself into the shoes of consumers, activates managers’
consumer identity and increases the influence of their personal consumption preferences on predicted consumer preferences. Two
studies are presented in support of this self-referential bias.
2. Can Brands Move In from the Outside: How Moral Identity Enhances Out-Group Brand Evaluations
Woo Jin Choi, Texas A&M University, USA*
Karen Winterich, Pennsylvania State University, USA
In-group favoritism and out-group hostility are well-established in both psychology and marketing. However, factors that may
overcome out-group hostility, thereby improving out-group brand evaluations, are not understood. Drawing upon the moral identity
literature, we theorize that moral identity can enhance out-group (but not in-group) brand evaluations through decreased psychological
distance.
3. When the Crowd is Divided: Perceptions of Dispersion in Word-of-Mouth
Stephen He, Georgia Institute of Technology, USA
Samuel Bond, Georgia Institute of Technology, USA*
The principle of risk aversion suggests that consumers will prefer products with consistent word-of-mouth. We present a more
nuanced perspective in which the influence of WOM dispersion is moderated by the way in which that dispersion is attributed. A
series of experiments is presented to support our hypotheses.
4. Will Power Lead to Variety Seeking in Sexually Related Consumer Choices?
Duo Jiang, University of Illinois at Urbana-Champaign, USA*
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
Whereas powerful people might expect access to various mates, powerless people might seek variety in sex-relevant consumer choices
as compensatory efforts. We found that feeling powerless increased variety-seeking in sex-relevant choices such as magazines with
attractive models (Study1), desserts for dating partners (Study2), and gifts for the significant other (Study3).
21
1.6 Identity Structure and the Boundaries of Identity Marketing
Room: Pavilion C
Chair: Bella Rozenkrants, Stanford University, USA
1. Escaping the Crosshairs: Possibilities and Perils in Identity Marketing
Amit Bhattacharjee, Dartmouth College, USA*
Geeta Menon, New York University, USA
Americus Reed II, University of Pennsylvania, USA
Jonah Berger, University of Pennsylvania, USA
When does identity marketing backfire? We demonstrate that messages that merely reference consumer identity increase purchase, but
messages that explicitly define the terms of consumer identity expression actually reduce purchase. Identity-defining messages
threaten consumer autonomy in identity expression and lead consumers to avoid even products that resonate with their identity.
2. When Do Consumers Prefer Mistargeted Products? The Effect of Structure and Competition on Preference for
Identity-(In)Consistency
Julian Saint Clair, University of Washington, USA*
Mark Forehand, University of Washington, USA
Consumers have multiple identities that may be momentarily activated, leading to approach toward identity-consistency and avoidance
of identity-inconsistency. Contrary to this robust effect, three experiments show that a(n) associated (disassociated) inter-identity
structure leads to approach toward identity-inconsistency, but only when inter-identity competition is low (high).
3. Repeated Exposure to the Thin Ideal and Its Implications for the Self: Two Weight-Loss Program Studies
Anne Klesse, Tilburg University, The Netherlands*
Caroline Goukens, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Ko de Ruyter, Maastricht University, The Netherlands
Existing research demonstrates that exposure to extremely thin models evokes the desire to obtain a thinner self. We demonstrate in
two (one-week) weight-loss program studies that constant exposure to thin models makes the thin ideal seem unattainable and fosters
inconsistent behavior (i.e., increased consumption and weight gain).
4. Identity Cues in Product Rating Distributions? The Role of Self-Concept Clarity in Consumer Preferences
Bella Rozenkrants, Stanford University, USA*
S. Christian Wheeler, Stanford University, USA
Baba Shiv, Stanford University, USA
Online retailers often aggregate consumer product reviews into rating distributions. We show evidence that consumers with low
self-concept clarity are drawn to bimodal distributions because these products are more identity defining.
22
1.7 The Mere Idea of Money Alters Consumer Welfare, Preferences, and Morality
Room: Pavilion D
Co-chairs: Avni Shah, Duke University, USA
Kathleen D. Vohs, University of Minnesota, USA
1. Reminders of Money Focus People on What’s Functional
Cassie Mogilner, University of Pennsylvania, USA*
George Newman, Yale University, USA
Jennifer Aaker, Stanford University, USA
The results of three experiments show that reminders of money make people behave more functionally. Furthermore, this functionality
results in individuals behaving more Prosocially (i.e., choosing to save people, wanting to socialize, and being better at
socializing)—when it serves a utilitarian benefit.
2. How the Pain of Payment Affects Buying Behavior in the Face of Variety
Avni Shah, Duke University, USA*
Jim Bettman, Duke University, USA
John Payne, Duke University, USA
Across three studies we examine how the pain of payment can magnify or mitigate the negative effects associated with increasing
variety. In larger assortments, reducing the pain of payment form (credit/debit card vs. cash) or magnitude increases buying propensity
and post-purchase satisfaction.
3. People Pay More When They Pay-It-Forward
Minah H. Jung, University of California Berkeley, USA
Leif D. Nelson, University of California Berkeley, USA*
Ayelet Gneezy, University of California San Diego, USA
Uri Gneezy, University of California San Diego, USA
How will a customer respond when a company abandons fixed prices in favor of “donations” or “gifts”? In three studies we compare
behaviors under Pay-It-Forward pricing to those under the economically identical Pay-What-You-Want pricing, and find consistent
evidence suggesting that people want to pay more under Pay-It-Forward pricing.
4. Clean vs. Dirty Money Produce Wildly Different Effects on Behavior
Kathleen D. Vohs, University of Minnesota, USA*
Qing Yang, Sun Yat-Sen University, China
Xiaochang Wu, Sun Yat-Sen University, China
Nicole Mead, Católica University Portugal, Portugal
Roy F. Baumeister, Florida State University, USA
Does the cue of money lead to selfish, greedy, exploitative behaviors, or to fairness, exchange, and reciprocity? In three experiments,
exposure to dirty (soiled) or clean (crisp) currency elicited evidence for both. Dirty/soiled money led people to unfair and immoral
acts, whereas clean/crisp currency led to fairness and reciprocity.
23
1.8 Factors Shaping Price Perceptions I
Room: Port Alberni
Chair: Haipeng Chen, Texas A & M University, USA
1. Culture, Relationship Norms, and Perceived Fairness of Asymmetric Pricing
Haipeng Chen, Texas A&M University, USA*
Lisa Bolton, Pennsylvania State University, USA
Sharon Ng, Nanyang Technological University, Singapore
We examine cultural differences in the endorsement of dual entitlement, which provides one rationale for asymmetric pricing. We find
that eastern (western) consumers guided by communal (exchange) norms judge asymmetric pricing as unfair (fair), but such
differences disappear in separate evaluations or when an other- (vs. self-) perspective is primed.
2. The Ghosts of Information Past and Future: Effects of Memory and Motivation on Reference Prices
Jolie Martin, University of Minnesota, USA*
Tomas Lejarraga, University of the Balearic Islands, Spain
Cleotilde Gonzalez, Carnegie Mellon University, USA
In many real-world marketplaces, potential reference prices abound. An experiment testing the contextual determinants of reference
prices shows that availability of historical prices and participant assignment to the role of the seller (rather than the buyer) both
increase reliance on early and high prices, but decrease reliance on average and recent prices.
3. Social Context as Price Information: Social Density, Status Inferences, and Object Valuations
Ahreum Maeng, University of Wisconsin - Madison, USA*
Thomas O'Guinn, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA
This research explores consumers’ product valuation in the context of the crowdedness of the store. We demonstrate that consumers in
crowded (vs. uncrowded) stores estimate products as being of less value, and recall them as more expensive after delay. Inferences of
the shopper’s social class mediate this effect.
4. The Impact of Internet Search on Price/Quality Correlations
Ellen Garbarino, University of Sydney, Australia*
Nelly Oromulu, Transystems, USA
The price-quality correlation is typically low, suggesting market inefficiency.
Information is a necessary condition for market
efficiency and the Internet has radically increased information availability. This should lead to improved p-q correlations, at least for
searched goods. Using secondary and survey data, we demonstrate this improvement, but only for durable goods.
24
1.9 Counterintuitive Effects of Mood, Environmental Cues, and Lay-Beliefs in Food
Consumption Contexts
Room: Port McNeill
Chair: Rajagopal Raghunathan, University of Texas at Austin, USA
1. How Sadness Signals Danger of Over-indulgence
Anthony Salerno, University of Miami, USA*
Juliano Laran, University of Miami, USA
Chris Janiszewski, University of Florida, USA
We investigate how two factors that normally contribute to indulgent food consumption—indulgent environmental cues and the
experience of sadness—can actually lead to increased healthy food consumption when experienced concurrently. We find that this
ironic effect is specific to sadness and driven by an increased sensitivity to potentially over-indulging.
2. Reducing Eating Motivation by Intensifying Prior Temptations
Cara de Boer, University of Leuven, Belgium*
Siegfried Dewitte, University of Leuven, Belgium
Three studies manipulate intensity of a temptation during exposure, by means of either a low-level construal or hot- imagination
manipulation. Intense temptation episodes reduce subsequent motivation to eat as measured by either explicit or implicit (saliva)
motivation measures for adults and young girls, but not for young boys.
3. Encouraging Ideal Behavior by Imagining Luxury Consumption
Keith Wilcox, Columbia University, USA*
Henrik Hagtvedt, Boston College, USA
Bruno Kocher, HEC Paris, France
This research demonstrates that imagining the consumption of luxury products increases the perception that the actual self is aligned
with the ideal self. This effect leads people to subsequently engage in behaviors that are consistent with the ideal self (e.g., making
healthier food choices).
4. The Unhealthy = Filling Intuition
Rajagopal Raghunathan, University of Texas at Austin, USA
Jacob Suher, University of Texas at Austin, USA*
In two lab experiments, we show that the purported healthiness of a food creates fillingness inferences, and that the unhealthy = filling
intuition persists even for participants who do not explicitly prescribe to the intuition. This intuition is shown to affect the reports of
planned consumption.
25
1.10 Understanding Diversity in Consumer Influence and Contextually Embedded
Influencers
Room: Parksville
Chair: Andrew Smith, York University, Canada
1. Consumer-Bloggers Mobilized in Marketing Campaigns: A Study of Opinion Leaders’ Authenticity Management in a
Streetwear Community
Benoit-Mykolas Savignac, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada*
Jean-Sébastien Marcoux, HEC Montreal, Canada
Our research addresses how bloggers influential among streetwear and skateboard aficionados manage their authenticity through
online presentations of self as they participate in marketing campaigns. Our findings from netnographic and ethnographic data reveal
five main practices that consumer-bloggers use in constructing selves they consider authentic.
2. Tastemakers? Influential Consumers in Aestheticized Product Markets
Pierre-Yann Dolbec, York University, Canada*
Eileen Fischer, York University, Canada
We explore practices of influential consumers and their followers in the outfit sharing site Lookbook.nu. Influentials gain influence
through curated combinations of personal narratives, market resources and cultural resources.
Followers of influentials co-create
with them a taste structure that is an alternative to that in the mainstream fashion market.
3. Never-Ending Stories: Opinion Leadership and Antenarratives in an Online Investment Community
Andrew Smith, York University, Canada*
Drawing on blog posts from 26 “opinion leaders” in an online investment community, this research discusses how online influencers
create and facilitate antenarratives and the ways in which they exert influence. It also illustrates how opinion leaders, beyond shaping
product decisions, also influence consumers to participate in collective storytelling.
4. Learning the Language of the Market: Contextual Influence and the Use of Code Switching in Online Consumer Acculturation
Platforms
Hope Jensen Schau, Arizona State University, USA*
Yan Dang, Northern Arizona University, USA
Yulei Zhang, Northern Arizona University, USA
This research addresses one form of contextually-embedded influence: consumer acculturation agents. These agents, acting within
online global forums, teach immigrants and foreign nationals how to navigate complex market environments. Using a specific
sociolinguistic tool-- code switching-- knowledgeable influencers impart valuable advice to novice consumers about normative
American market practices.
26
1.11 Leisure and Tourism
Room: Orca
Chair: Norman Peng, University of Westminster, UK
1. Taking Dogs to Tourism Activities: Examining a Pet-Related Constraints Negotiation Model
Annie Chen, University of Westminster, UK*
Norman Peng, University of Westminster, UK
This research examines the factors that affect owners’ intentions to take dogs to tourism activities. The study reveals that pets’
constraints can negatively impact owners’ intentions to take pets to tourism activities. However, motivated owners who have the
needed negotiation ability will still have the intention despite the constraints.
2. Leisure Consumption as Conspicuous Work
Andre F. Maciel, University of Arizona, USA*
Melanie Wallendorf, University of Arizona, USA*
In a society where “time is money,” why would individuals consistently channel substantial amounts of time and labor energy to
work-like activities in their leisure time? By investigating contexts of home-brewing and knitting, this research calls attention to the
repositioning of manual labor as a symbolic marker of social privilege.
3. Appalachian Men of Action: NASCAR at Bristol
Elizabeth Hirschman, Rutgers University, USA*
Ayalla Ruvio, Temple University, USA*
Russell Belk, York University, Canada*
Two models of masculinity have been presented in consumer research: the Mountain Man (Belk and Costa) and The
Breadwinner/Rebel amalgam (Holt and Thompson). Using depth interviews and ethnography, we examine boundary conditions for
both these models. We find that it is necessary to take into account regional manifestations of masculinity.
4. Producing & Consuming Public Space: A ‘Rhythmanalysis’ of the Urban Park
Morven G. McEachern, Lancaster University, UK*
Gary Warnaby, University of Liverpool, UK*
Fiona Cheetham, University of Salford, UK
Research suggests an opportunity to offer a more comprehensive analysis of temporal consumption experiences encountered by park
users, and the subsequent contribution to a perceived “sense of place.” Using visual ethnography and rhythm analysis, our study
distances our analysis from textual accounts of park usage as well as provide policy recommendations.
27
1.12 Anti-Consumption and Consumer Resistance
Room: Finback
Chair: Ronald Paul Hill, Villanova University
1. Modeling Everyday Consumer Behavior: The Case of Restricted Consumption
Justine M. Rapp, University of San Diego, USA*
Ronald Paul Hill, Villanova University, USA
Many consumers face a number of restrictions to acquisition and consumption of marketed commodities. This study seeks to
understand consumer recognition, reaction, and behavioral intensions stemming from states of restricted consumption. Findings
illustrate more positive consumer emotion states through self-imposed, permanent restriction situations.
2. Anti-Consumption and Personal Debt
Marcelo Nepomuceno, ESCP Europe, France*
Michel Laroche, Concordia University, Canada
This study examines whether the scores on anti-consumption lifestyles scale correlate with account balance and balance due. In a
sample of Brazilians customers, it was found that voluntary simplicity, but not frugality and tightwadism, correlate negatively with
balance due. In addition, none of the lifestyles correlates significantly with account balance.
3. Consumer Propensity to Resist (CPR): Measurement and Validation
Annie Banikéma, Groupe Sup de co Amiens-Picardie, France*
Dominique Roux, Université of Paris Sud, France*
This paper offers a valid measure of Consumer Propensity to Resist (CPR). First, qualitative research helps define the construct. Then,
a scale is developed through four samples from 1,476 individuals. A final model confirms the links between Self-Affirmation and
Self-Protection, and their antecedents and effects on various buying behavior.
4. Fooling Yourself: The Role of Internal Defense Mechanisms in Unsustainable Consumption Behavior
Alexander Stich, WHU-Otto Beisheim School of Management, Germany*
Tillmann Wagner, WHU-Otto Beisheim School of Management, Germany
Sustainability offers a fertile ground for the rise of intrapsychic conflicts. In-depth interviews reveal that consumers use specific
psychological defense mechanisms to continue unsustainable consumption. Only in case of intense conflicts, actual behavior is
modified. This research proposes a theoretical framework of how consumers deal with inner conflicts.
28
1.13 Effect of Competitive Context on Judgment and Decision Making
Room: Galiano
Chair: Hua Lian, University of Alberta, Canada
1. Low Batteries Make You Greedy: The Effect of Product States on Human Behavior
Zoey Chen, Georgia Tech, USA*
Nicholas Lurie, University of Connecticut, USA
Exposure to a low product state (i.e., a low battery) leads to behavior consistent with resource scarcity, including the hoarding of
money, food, and enhanced performance on cognitive tasks. When a low product state is actively being restored, the effect of a low
product state on cognitive performance is diminished.
2. Interconsumer Competition: When Consumers Compete in the Marketplace for Products, Services and Prizes
Derick Davis, Virginia Tech, USA
Kim Weaver, Virginia Tech, USA*
Consumers must compete among themselves for a variety of goods, services, discounts and prizes available in the marketplace. The
current studies investigate how the number of competitors affects consumers’ willingness to participate in consumer contests.
3. Competing Consumers and the Valuation of Products
Gerald Häubl, University of Alberta, Canada
Christian Schmid, Alberta Health Services, Canada
Hua Lian, University of Alberta, Canada*
Evidence from three studies shows that competing against others for ownership of a product causes consumers to value that product
more. We disentangle the key aspects of the experience of competition among consumers – effort, product scarcity, and social
comparison – and examine the role of each in consumers’ construction of value.
4. Getting (Ex)cited: The Role of Herding in Driving Citations
Simon Quaschning, University College Ghent/Ghent University, Belgium*
Mario Pandelaere, Ghent University, Belgium
Iris Vermeir, University College Ghent/Ghent University, Belgium
While some articles are highly cited, most scientific work never gets noticed. Enhancing existing knowledge, we illustrate that herding
behavior partly explains this difference in citations. The more an article has been cited in the past, the more it will be cited in future
years.
29
1.14 Experiential Consumption
Room: Granville
Chair: Minita Sanghvi, University of North Carolina Greensboro, USA
1. Choosing an Experience over a Product: The Role of Analytic Processing and Price Sensitivity
Inigo Gallo, UCLA, USA*
Sanjay Sood, UCLA, USA
Consumers evaluate experiences holistically and products analytically. This distinction leads to differential price sensitivity. In study
1, holistic processers choose an experience over a product. In study 2, analytic processers choose the experience even more often
when the price is increased. Study 3 examines our comparison-based mechanism underlying this effect.
2. Understanding Sub-Cultural Identity and Consumption among Indians in the United States: From Desis to Coconuts
Minita Sanghvi, University of North Carolina Greensboro, USA*
Nancy Hodges, University of North Carolina Greensboro, USA
This qualitative study illustrates how the dynamics of consumption are used to control, create and communicate diasporic sub-cultural
identities. Fanon’s theory of internalization is employed as a means to understand how and why Indian immigrant identities are in
flux. Findings suggest that these identities are best interpreted through a continuum.
3. Globalization in the Less Affluent World: Moroccan Consumers' Acculturation to Global Consumer Culture in Their Homeland
Delphine Godefroit-Winkel, Univ Lille Nord de France- SKEMA Business School, France*
Marie-Hélène Fosse-Gomez, Univ Lille Nord de France- SKEMA Business School, France
Nil Özçaglar-Toulouse, Univ Lille Nord de France- SKEMA Business School, France
Studies have highlighted the difficulty to build a typology of LAW consumers’ behaviors in their increasingly global environments. In
this observational and interview-based research, we identify four consumptions modes in Casablanca that are related to the
post-assimilationist model, suggesting that acculturation is not restricted to migrants’ experiences.
4. In The Mood for Special Experiences: The Impact of Day-to-day Changes on Consumers
Jiska Eelen, University of Amsterdam, The Netherlands*
Kobe Millet, VU University Amsterdam, The Netherlands
Luk Warlop, KU Leuven, Belgium and Norwegian Business School (BI), Norway and BI Norwegian Business School, Norway
Day-to-day changes impact consumers´ decisions. In five experiments, we show that subtle changes in the environment make people
feel more special and choose more special consumption experiences, whereas more blatant changes in the environment make people
choose comforting familiar consumption experiences.
30
1.15 Different Methodological Approaches to Studying Transformative Consumer
Research: What Can We Learn from Each Other?
Room: Azure
Organizers:
Ekant Veer, University of Canterbury, New Zealand
Paul Connell, City University London, UK
Michal Ann Strahilevitz, Golden Gate University, USA
Chair: Julie Ozanne, Virginia Tech, USA
Participants:
Ekant Veer, University of Canterbury, New Zealand
Alan Andreasen, Georgetown University, USA
Michal Ann Strahilevitz, Golden Gate University, USA
Laura Peracchio, University of Wisconsin-Milwaukee
Connie Pechmann, University of California Irvine, USA
Rebecca Ratner, University of Maryland
Stacey Menzel Baker, University of Wyoming, USA
Carlos Torelli, University of Minnesota, USA
Punam Anand Keller, Dartmouth University, USA
This roundtable brings together highly regarded Transformative Consumer Researchers from a variety of methodological paradigms
and backgrounds to learn from one another and investigate potential collaboration opportunities. By creating a forum for a
trans-methodological discussion on TCR, this roundtable also complements the conference theme of Appreciating Diversity.
31
1.16 Film Festival I
Room: Gulf Island BCD
1. Perceptions of Music Authenticity
Paul Barretta, University of Texas - Pan American, USA*
Yi-Chia Wu, University of Texas - Pan American, USA*
Perceptions of music authenticity are important to both evaluation of music, and word-of-mouth in today’s socially networked world.
The producers present the results of two studies through examples and evidence of an authentication process that consumers use to
evaluate music and musicians.
2. Aging and the Changing Meaning of Consumption Experiences
Raquel Castano, Tecnológico de Monterrey, EGADE Business School, Mexico*
Claudia Quintanilla, Tecnológico de Monterrey, EGADE Business School, Mexico*
Maria Eugenia Perez, Tecnológico de Monterrey, EGADE Business School, Mexico*
Like all major life transitions, aging and retirement produce new self-identities that are reflected in the way consumers give meaning
to their lives. These findings highlight differences related to age on the goals accomplished through consumption and also show how
temporal orientation affects the meaning of consumption experiences.
Coffee Break
9:15-9:30a.m.
Session 2
9:30-10:45a.m.
32
2.1 Effects of Reference Points and Framing on Preference and Choice
Room: Junior B
Chair: Sae Rom Lee, Pennsylvania State University, USA
1. The Sleeper Framing Effect: The Influence of Frame Valence on Immediate and Retrospective Experiential Judgments
Mathew S. Isaac, Seattle University, USA
Morgan Poor, University of San Diego, USA*
This research documents a novel framing effect whereby valenced frames exert little influence on product judgments made during
consumption, but substantially impact retrospective judgments. We attribute this sleeper framing effect to differences in how
experiential information (e.g., taste, smoothness) and frame information are integrated during the construction of judgments.
2. Gleaning Signals from Sold-Out Products
Xin Ge, University of Northern British Columbia, Canada*
Paul Messinger, University of Alberta, Canada
Yuanfang Lin, University of Alberta, Canada
This article models preference construction using Bayesian updating triggered by a particular market signal: namely, when a product
is observed to have sold out in a store. We demonstrate how sold-out products change consumer preferences for the remaining options
with two Bayesian models, and test the effects in three experiments.
3. Is Extremeness Aversion Driven by Loss Aversion? Contrasting Reference Point Models of Durable Product Choice
Nico Neumann, University of New South Wales, Australia*
Ashish Sinha, University of New South Wales, Australia
Ulf Böckenholt, Northwestern University, USA
We investigate how consumers form reference point(s) when choosing from durable products. We find that consumers use a single
reference point that is adjusted to the stimuli and choice set presented. Moreover, we present empirical evidence that extremeness
aversion depends on the assortment size and works independently of loss aversion.
4. Would You Purchase From A Seller in Alaska? Preference for Differently Located Sellers in Online Marketplaces
Sae Rom Lee, Pennsylvania State University, USA*
Margaret G. Meloy, Pennsylvania State University, USA
We demonstrate that preference for near sellers over far sellers in online marketplaces is due to the psychological distance associated
with physical distance. Preference for far sellers can thus be increased by reducing psychological distance associated with the
particular geographical location, or through presentation of product information denoting near distance.
33
2.2 Sooner Rather than Later? The Implications of Delay on Enjoyment and Consumption
Room: Junior C
Chair: Min Zhao, University of Toronto, Canada
1. The Immediate and Delayed Effects of Price Promotions on Post-Purchase Consumption Experience
Leonard Lee, Columbia University, USA*
Claire Tsai, University of Toronto, Canada
We examine how price promotions influence post-purchase hedonic consumption experience. Four experiments demonstrate that
when consumption occurs immediately after payment, discounts make consumption more enjoyable; however, this pattern reverses
when consumption is delayed. The experiments provide support for the roles of feelings and involvement, respectively, in accounting
for these effects.
2. Clock-time, Event-time and Consumer Decision-Making
Anne-Laure Sellier, HEC Paris, France*
Tamar Avnet, Yeshiva University, USA
To decide when to transition from one consumption-related task to another, consumers either rely on an external clock (clock-time) or
they trust an internal sense that it is time to move on (event-time). Five studies show for the first time how deeply these temporal
regulation strategies shape consumer decision-making.
3. What’s Queuing Worth? Sunk Effort and the Value of A Queue Position
Min Zhao, University of Toronto, Canada*
Dilip Soman, University of Toronto, Canada
Adelle Yang, University of Chicago, USA
Drawing on research on mental accounting and the psychology of queuing, we propose that more time spent in the queue, and a
greater number of people behind them in line, lead people to value the wait more highly and to consume at higher levels because of
the perceived sunk cost.
4. Is it Still Working? The Effects of Task Difficulty on Perceived Duration of Product Efficacy
Veronika Ilyuk, Baruch College/CUNY, USA*
Lauren Block, Baruch College/CUNY, USA
David Faro, London Business School, UK
Consumers’ judgments of how long products remain efficacious are a critical factor in determining product (mis)use. We demonstrate
that these judgments depend on the task undertaken during consumption. Three studies show that perceived efficacy duration is
shorter (longer) when the task is perceived to be difficult (easy).
34
2.3 Driving Diffusion How Social Networks, Sender Motives, and Item Characteristics
Shape Social Epidemics
Room: Junior D
Co-chairs: Jonah Berger, University of Pennsylvania, USA
Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands
1. Share and Scare: Solving the Communication Dilemma of Early Adopters with a High Need for Uniqueness
Sarit Moldovan, Israel Institute of Technology, Israel*
Yael Steinhart, University of Haifa, Israel
Shlomit Ofen, Israel Institute of Technology, Israel
Early adopters are essential to product success by encouraging adoption. However, early adopters with a high need for uniqueness
may experience a dilemma between the need to show off and the fear of imitation. We explore the dilemma and its "share and scare"
solution.
2. The Cultural Success of Sensory Metaphorical Phrases
Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands*
Why do certain linguistic variants become more successful than others? Using 200 years of data collected from five million books, we
show that compared to semantic analogues, sensory metaphorical phrases become more popular over time. Experimental evidence
shows that memory may drive this effect.
3. Ideation and the Spread of Innovative Ideas in Social Networks
Andrew Stephen, University of Pittsburgh, USA*
Peter Zubcsek, University of Florida, USA
Jacob Goldenberg, Hebrew University of Jerusalem, Israel
This research examines how networks affect the spread of innovative ideas in product ideation communities. A series of experiments
shows that having more sources of inspiration (higher degree) helps spread good ideas, but only when one’s neighbors are not highly
interconnected (lower clustering).
4. Local Neighborhoods as Early Predictors of Innovation Adoption
Jacob Goldenberg, Hebrew University of Jerusalem, Israel
Sangman Han, Sungkyunkwan University, South Korea
Donald R. Lehmann, Columbia University, USA*
Jangyuk Lee, Sungkyunkwan University, South Korea
Kyung Young Ohk, Sungkyunkwan University, South Korea
Daniel Shapira, Sungkyunkwan University, South Korea
We investigate whether certain network neighborhoods are reliable predictors of overall network adoption. We show analytically that
for success-failure predictions, random samples are less useful than specific clusters in the network. The empirical results show that
certain neighborhoods do predict adoption better than random and stratified samples.
35
2.4 Food, Nutrition, and Health I
Room: Pavilion A
Chair: Courtney Droms, Butler University, USA
1. Eat to Be Fit or Fit to Eat? Restrained Eaters’ Food Consumption in Response to Fitness Cues
Joerg Koenigstorfer, Pennsylvania State University, USA*
Hans Baumgartner, Pennsylvania State University, USA
Consumption of food perceived as dietary-forbidden decreases if restrained (vs. unrestrained) eaters are incidentally primed with
fitness. Ironically, consumption of isocaloric food perceived as dietary-allowed increases for restrained eaters, in response to
incidental fitness primes or when fitness is integral to the product. Biases in self-perception can explain these effects.
2. Increasing Serving-Size Increases Amount Consumed: A Catch-22
Natalina Zlatevska, Bond University, Australia
Chris Dubelaar, Bond University, Australia*
Stephen Holden, Bond University, Australia
The present research uses a meta-analysis to quantify the effect of serving-size on amount consumed and to test two alternate views
for why the effect occurs. The influence of serving-size on consumption volume as a perceptual effect is compared to the effect as a
function of a unit-bias.
3. When Soft Drink Taxes Don't Work: A Comparative Study
Andrew Hanks, Cornell University, USA*
Brian Wansink, Cornell University, USA
David Just, Cornell University, USA
Many have pushed for a tax on full calorie soft drinks. Results from a controlled field experiment demonstrate no effect on fluid
ounces of full calorie or diet soft drinks purchased. This finding suggests limited health outcomes from such policies.
4. Becoming a Mindful Eater: Improving Food Choices through Emotional Ability Training
Jonathan Hasford, University of Kentucky, USA*
David Hardesty, University of Kentucky, USA
Terry Childers, Iowa State University, USA
The authors develop an ability-based training program to demonstrate that emotional ability can be trained and that food choices can
be significantly enhanced, even beyond nutrition knowledge training. Consumers became mindful eaters, allowing them to think more
about their emotions so they think more about their food choices.
36
2.5 Roll out the Red Carpet: The Impact of Customer Treatment on Judgment and
Decision Making
Room: Pavilion B
Chair: Chen Wang, University of British Columbia, Canada
1. Consumer Reactions towards Preferential Treatment
Lan Jiang, University of Oregon, USA*
JoAndrea (Joey) Hoegg, University of British Columbia, Canada
We investigate consumers’ responses towards receiving preferential treatment. We show that social discomfort can emerge when the
treatment is experienced in public. This effect is moderated by whether the treatment is witnessed, and how justified it is. We
demonstrate impression management concerns as the underlying mechanism.
2. Status by Association
Brent McFerran, University of Michigan, USA*
Jennifer Argo, University of Alberta, Canada
We demonstrate a “status-by-association” effect wherein guests of a VIP often experience the same (or more) status than their sponsor
who possesses real status. Further, this effect is moderated by the ambiguity of the true identity of the status holder, and the guest’s
social distance from the VIP.
3. Target-Observer Asymmetry in the Use of Persuasion Knowledge
Guang-Xin Xie, University of Massachusetts Boston, USA*
Tracy Rank, Rutgers University, USA
Kent Grayson, Northwestern University, USA
We examine the “target-observer asymmetry” when consumers use persuasion knowledge in response to interpersonal persuasion
attempts. We find that persuasion knowledge can moderate the asymmetry regarding perceived effectiveness of persuasion tactics. The
moderation effect is mitigated when consumers are motivated to maintain or enhance positive self-perception.
4. The Impact of Sales Team’s Perceived Entitativity on Customer Satisfaction
Chen Wang, University of British Columbia, Canada*
JoAndrea (Joey) Hoegg, University of British Columbia, Canada
We investigate how sales team’s perceived entitativity influences customer satisfaction. We propose that either behavioral (e.g.,
coordinated behaviors) or physical (e.g., the same uniform) entitativity cues enhance customer satisfaction. Further, the interaction
between the two cues is multiplicative, such that greater satisfaction occurs only when both cues indicate high entitativity.
37
2.6 Feeling Mixed? When, Why and To What End Do We Feel Mixed Emotions?
Room: Pavilion C
Chair: Patti Williams, University of Pennsylvania, USA
1. Finding Meaning in Mixed Affective Experiences
Sayantani Mukherjee, California State University Long Beach, USA*
Thomas Kramer, University of South Carolina, USA
Loraine Lau-Gesk, University of California Irvine, USA
We examine mixed affective experiences that consumers approach rather than avoid. Two studies show that mixed experiences are not
only enjoyable but can lead to more enjoyment than pure positive experiences. This is because consumers derive more meaning from
the mixed experience vis-à-vis pure positive experiences.
2. When Do Mixed Emotions Reflect Reality?
Patti Williams, University of Pennsylvania, USA*
Jennifer L. Aaker, Stanford University, USA
We examine when mixed emotions lead to discomfort vs. when they are perceived to reflect reality. Comparing cultures, using primes
and situational manipulations, we show that mixed emotions sometimes possess verisimilitude, and are perceived as reflective of
reality resulting in favorable attitudes, even in the presence of discomfort.
3. Putting the Consumer in the Picture: Visual Perspectives and Mixed Emotions in Advertising
Iris Hung, National University of Singapore, Singapore*
Anirban Mukhopadhyay, HKUST, Hong Kong
Advertising appeals often employ mixed emotions. Across three experiments, we find that the effectiveness of such advertising
depends on the visual perspective depicted in the ad. Specifically, ads that take an actor's (observer's) perspective facilitate the
elicitation of hedonic (self-conscious) emotional appeals, leading to improved evaluations of the advertised products.
4. Mixed Emotional Experience is Associated With and Precedes Improvements in Well-Being
Hal E. Hershfield, New York University, USA*
Jonathan M. Adler, Franklin W. Olin College of Engineering, USA
The present study examines the prospective effects of concurrent positive and negative emotional experience on psychological
well-being. The specific concurrent experience of happiness and sadness was associated with improvements in well-being above and
beyond the independent effects of happiness and sadness. Changes in mixed emotional experience preceded improvements in
well-being.
38
2.7 Not What I Expected: Unanticipated Consequences of Product Exposure and Use
Room: Pavilion D
Chair: Adriana Samper, Arizona State University, USA
1. Finding Brands and Losing Your Religion?
Keisha M. Cutright, University of Pennsylvania, USA*
Tulin Erdem, New York University, USA
Gavan J. Fitzsimons, Duke University, USA
Ron Shachar, Interdisciplinary Center (IDC), Israel
Religion is a powerful force in many lives—but one that may be undermined by brands. We demonstrate in a series of experiments
that when brands are salient (vs. not), individuals report lower levels of religiosity, especially when brands allow them to express
themselves.
2. The Pride (and the Pain?) The Downstream Consequences of Using High-End Products in Performance Situations
Adriana Samper, Arizona State University, USA*
James R. Bettman, Duke University, USA
We examine the impact of high- (vs. low-) end brand use in performance situations. We find across three experiments that using a
high-end product in performance tasks (job interview, golfing putt) enhances self-perceptions of skill when one succeeds, yet worsens
self-perceptions when one fails.
3. It’s Smiling at Me: Satisfying Social Needs through Consumer Products…At the Expense of Genuine Relationships
James A. Mourey, University of Michigan, USA*
Jenny G. Olson, University of Michigan, USA
Carolyn Yoon, University of Michigan, USA
Humans typically fulfill social needs through interpersonal interaction, yet three studies demonstrate that socially-excluded
participants are more sensitive to, more likely to buy, and willing to pay more for products with subtle humanistic characteristics.
Surprisingly, these participants are then less willing to interact with people when provided the opportunity.
4. Exposure to Unattainable Luxury: Boomerang Effects on Extrinsic and Materialistic Goals
Katrien Meert, Ghent University, Belgium*
Inge Lens, Ghent University, Belgium
This paper investigates the influence of exposure to (unattainable) luxury on consumers’ extrinsic and materialistic goals. In contrast
to expectations, exposure to luxury may not necessarily increase consumers’ materialistic goals. In fact, different effects may occur
depending on the individuals’ ability to afford the depicted luxuries.
39
2.8 Hedonic Consumption and Experiences
Room: Port Alberni
Chair: Ji Lu, Nova Scotia Agricultural College, Canada
1. Focusing Attention on the Hedonic Experience of Eating and the Changing Course of Hunger and Pleasure
Jordan LeBel, Concordia University, Canada
Ji Lu, Dalhousie University, Canada
Laurette Dubé, McGill University
This research shows that externally-imposed attention focus on hedonic experience during food consumption can enhance the pleasure
and decrease the declining speed of hunger. Moreover, external eaters’ intrinsic focus on hedonic experience has the similar effect
even when they were distracted, while their eating is less motivated by hunger.
2. Together or Alone: How the Social Setting of Experiences Impacts Preferences for Improving vs. Declining Sequences
Rajesh Bhargave, University of Texas at San Antonio, USA*
Nicole Montgomery, College of William and Mary, USA
We find that people evaluate experiences with improving (vs. declining) trends more positively when consuming alone, but this effect
is attenuated or even reversed when consuming with others. This preference reversal occurs due to differences in the processing style
(analytical vs. holistic) that the social setting promotes.
3. For Fun or Profit: How Shopping Orientation Influences the Effectiveness of Monetary and Nonmonetary Promotions
Oliver B. Büttner, University of Vienna, Austria*
Arnd Florack, University of Vienna, Austria
Anja S. Göritz, University of Vienna, Austria
Two experiments find that shopping orientation (experiential vs. task-focused) influences how consumers react towards promotions.
This influence is moderated by promotion type (monetary vs. nonmonetary). The results indicate that consumers evaluate promotions
and retailers as more attractive when the promotional benefits are congruent with consumers’ shopping goals.
4. The Best and the Bizarre: Prototype and Exemplar-based Retrospective Evaluations of Experiences
Robert Latimer, New York University, USA*
Priya Raghubir, New York University, USA
Consumers evaluate past experiences based on overall impressions (prototypes) and individually-remembered components
(exemplars). Four studies examine the consequences of manipulating exemplar accessibility and the presence of a distinctive peak on
retrospective enjoyment. The results suggest retrospective evaluations are based on both prototype and exemplar-based memory
systems, operating simultaneously.
40
2.9 Goal-Driven Financial Decisions: Understanding the Role of Consumer Goals in
Financial Decision Making
Room: Port McNeill
Chair: Gergana Nenkov, Boston College, USA
1. Helping Consumers Get Out of Debt Faster: How Debt Repayment Strategies Affect Motivation to Repay Debt
Keri Kettle, University of Miami, USA*
Remi Trudel, Boston University, USA
Effect of debt repayment strategies on motivation to repay debt is examined. Low self-control consumers exhibit greater motivation
when paying off their debt accounts sequentially (vs. simultaneously). The effect persists whether the strategy is chosen or assigned, is
strengthened by a recommendation, or is moderated by attainability of getting out of debt.
2. Can Small Victories Help Win the War? Evidence from Consumer Debt Management
David Gal, Northwestern University, USA*
Blake McShane, Northwestern University, USA
Should consumers pay off small debts ahead of larger ones? Using a data set tracking consumer debt repayment, we find that closing
debt accounts, regardless of the size of the accounts, is predictive of eliminating one's debts. These findings suggest that completing
discrete sub-goals motivates overall goal attainment.
3. The Influence of Debt Repayment Goals on Repayment Decisions and Perceived Progress
Linda Salisbury, Boston College, USA*
Gergana Nenkov, Boston College, USA
We explore how future- vs. present-oriented debt repayment goals interact with loan information disclosures to influence consumer
repayment behavior and perceived goal progress. We find that effects on perceived progress do not align with effects on repayment
behavior, even when accurate goal-related information is provided (e.g., the recent Credit Card Accountability Responsibility and
Disclosure (CARD) Act).
4. Consequence of Motivated Goal Setting on Sequential Goals in Investment Decision Making
Cecile Cho, University of California, Riverside, USA*
We examine the relationship between what we term “strategic goal setting,” confirmation of the goal, and subsequent risk taken in
investment decisions. Four studies present evidence that setting a minimal, conservative goal (vs. high goal) and achieving it leads to a
spike in the level of risk taken in subsequent decisions due to a persistent loss frame.
41
2.10 Brand Attachments
Room: Parksville
Chair: Jill Sundie, University of Texas at San Antonio, USA
1. Carrying the Torch for the Brand: Inferring Brand Attachment from Logo Signals
Ted Matherly, Oklahoma State University, USA*
Amna Kirmani, University of Maryland, USA
Observers infer that individuals using logo signals – branded objects that do require the user to own one of the brand’s core products –
do so for value-expressive reasons, and that these individuals are viewed as more attached to the brand compared to those using the
brand’s core products.
2. Compliments Made Me Bolder: The Role of Self Construal and Brand Status in Brand Attachment and Product Evaluation
Fang Wan, University of Manitoba, Canada*
Letty Kwan, Nanyang Technological University, Singapore*
Amitava Chattopadhyay, INSEAD, France
Hesham Fazel, University of Manitoba, Canada
CY Chiu, Nanyang Technological University, Singapore
Five studies establish cultural differences in response to brand compliments. The North American interdependent (vs. independents)
and Asians (vs. North Americans) tend to bond more strongly with the complimented brand when the brand status is high. Lastly,
compliments lead Asians (vs. North Americans) to make norm-incongruent evaluations.
3. Love it or Leave it? Diverging from Others Depends on Attachment
Yajin Wang, University of Minnesota, USA*
Deborah Roedder John, University of Minnesota, USA*
Consumers abandon brands when they are adopted by dissimilar others. But what about consumers who have formed a strong
attachment to a brand? We find these consumers do not abandon brands, but use other strategies to distance themselves from
dissimilar users, including acquiring new and limited edition items from the brand.
4. For Love of Brand and Community: Why Self-Brand Connection Changes the Nature of Social Comparisons Involving Prestige
Brands
Jill Sundie, University of Texas at San Antonio, USA*
Daniel Beal, Rice University, USA
Andrew Perkins, University of Western Ontario, Canada
James Ward, Arizona State University, USA
Consequences of self-brand connections on the emotions experienced during social comparisons involving products are examined.
Self-brand connection (measured implicitly and explicitly across studies) decreases the typically hostile reactions to envy documented
in previous research. Self-overlap with prestige brand owners mediates these effects.
42
2.11 Making Places: Sensemaking and Sensegiving in Domestic, Communal and Retail
Settings
Room: Orca
Co-chairs: Zeynep Arsel, Concordia University, Canada
Alain Debenedetti, Université Paris Est, France
Philippe Mérigot, INSEEC, France
1. The Value of Atmosphere
Jeppe Trolle Linnet, University of Southern Denmark, Denmark*
Providing consumers with a sense of atmosphere is regarded as a competitive advantage in marketing. This paper makes an empirical
and theoretical contribution by showing and analyzing how atmosphere arises in both homes and commercial venues, and theorizing
why it provides an experience of pleasure.
2. The Atmosphere of Cosmopolitanism: Mono- or Multi-cultural?
Hanne Pico Larsen, Columbia University, USA*
Jonathan Bean, Parsons the New School for Design, USA*
Consumer-friendly cosmopolitanism, which alludes to ethnicity and heritage as enjoyable and consumable, is key to two New York
City restaurants: The Red Rooster and Aamanns Copenhagen. We develop the idea that cosmopolitanism is expressed in the
commercial sphere in two very different ways: either through mono- or multi-culturalism.
3. The Dynamics and Continuity of Place Attachment: Cues from a Parisian Wine Bar
Zeynep Arsel, Concordia University, Canada*
Alain Debenedetti, Université Paris Est, France*
Philippe Mérigot, INSEEC, France*
Which servicescape elements shape consumers’ attachment to a commercial setting? To what extent this attachment is maintained if
any of these elements change? We aim to address these questions via our study of a wine bar that had closed, and was resurrected in
two spinoffs.
4. Creating Home and Community in Public Spaces: Vestaval in Tailgating
John Sherry, University of Notre Dame, USA*
Tonya Williams Bradford, University of Notre Dame, USA*
Tailgating is a ritual act of eversion that turns the household inside out, putting its interior workings on public display. We describe
tailgating as a vestaval that celebrates household values, dramatizing them in hermetic
the importance of a shared sense of domesticity to the life of a culture.
43
(public sphere of polity) space, proclaiming
2.12 Countervailing the Effects of Poverty: Individual and Collective Strategies among
Impoverished Consumers for Sustainable Well-Being
Room: Finback
Co-chairs: Fredah Mwiti, Lancaster University, UK
Andres Barrios, Lancaster University, UK and Universidad de Los Andes, Colombia
1. Single Mothers in Poverty: Consumption Paradoxes of Stigma Avoidance
Kathy Hamilton, University of Strathclyde, UK*
This presentation will focus on single mothers in poverty and the paradoxical nature of their quest to avoid stigmatization and social
disapproval. Drawing on exclusion and single-mother discourse, it demonstrates how the coping strategies employed to disguise
poverty can actually create further stigmatization.
2. Integrating Resources via Practices within Consumer Networks: Subsistence Consumers Participating in ‘Chama’ Networks in
Kenya
Fredah Mwiti, Lancaster University, UK*
Maria Piacentini, Lancaster University, UK
Andrew Pressey, University of Birmingham, UK
The paper focuses on subsistence consumers in a developing country participating in consumer networks (Chama). The study reveals
that by engaging in practices collectively they are able to integrate and (re)configure the resources they employ, consequent ly
attaining capabilities that enable them to countervail the effects of poverty at varying degrees.
3. Using Consumption Practices to Countervail Stigma Experiences and Transform Self-Identity among the Homeless
Andres Barrios, Lancaster University, UK/Universidad de Los Andes, Colombia*
Chris Blocker, Baylor University, USA
This study analyzes how the consumption-related practices of homeless individuals can alter the power dynamics that shape their
stigma experiences. Findings demonstrate how certain individual and collective consumption practices and coping strategies form
identity manifestations of consumer resistance that countervail their disadvantage in the marketplace.
4. Vulnerable Consumers: Ethnography of the Consumption of French Farmers Facing Impoverishment
Françoise Passerard, HEC Paris, France*
Romain Laufer, HEC Paris, France
Kristine De Valck, HEC Paris, France
Our ethnographic study addresses a gap in the field of consumer vulnerability and poverty by developing in-depth knowledge about a
hidden rural poverty that is elaborated through the lens of consumption-culture theories. Findings reveal that consumption goods and
rites help consumers survive and maintain their social and familial identity.
44
2.13 Charitable Giving and Prosocial Behavior I
Room: Galiano
Chair: Eric Levy, Cambridge University, UK
1. “How About Giving My Things Away Over the Computer?” When the internet Makes It Easier to Give Things Away
Valérie Guillard, Paris Dauphine University, France*
Céline Del Bucchia, Audencia Nantes School of Management, France*
The present article looks at the meaning of gift-giving when it is performed via free online recycling websites. Underpinned by
research on the difficulties inherent to giving, our paper illustrates how these websites remove the difficulties inherent in giving to
kith, kin or to charities.
2. Guilt Appeals as a Blessing or a Curse? Influences of Sponsorship Identity and Sponsor-Issue Fit on Guilt Appeals in
Charity-Related Advertising
Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Ya-Ting Yu, National Sun Yat-sen University, Taiwan
You Lin, National Sun Yat-sen University, Taiwan*
We examine guilt appeals in charity-related advertising with moderators of sponsorship identity and sponsor-issue fit. Guilt appeals
are more effective than non-guilt appeals when a non-profit is the ad sponsor. Guilt appeals backfire when fit in a corporate social ad
is high, or fit in a cause-related marketing ad is low.
3. Helping Others or Oneself: How Incidental Social Comparisons Affect Prosocial Behavior
Ann Schlosser, University of Washington, USA
Eric Levy, Cambridge University, UK*
Word-of-mouth. Line queues Performance feedback. These are a few common situations that provide comparative information of
being better or worse off than others. We propose and find in four studies that by affecting individuals’ general sense of personal
accomplishment, such social comparison situations can affect individuals' propensity to be charitable.
4. Do Open Hands (Always) Open Wallets: The Influence of Gestures on Generosity
Ellen Garbarino, University of Sydney, Australia*
En Li, Central Queensland University, Australia*
We examine how generosity can be embodied in subtle hand gestures. We demonstrate that holding “open-hand” (vs. “tight-fist”)
gestures increases consumers’ generosity and that this embodied generosity effect is moderated by consumers’ idiom knowledge
(study 1), gesture timing (study 2), and self-monitoring (study 2).
45
2.14 Beyond the "Pain of Paying:" The Role of Specific Emotions in Consumers'
Reactions to Prices and Payment Decisions
Room: Granville
Chair: Shelle Santana, New York University, USA
1. Price Discounting for Emotional Impact
Aylin Aydinli, London Business School, UK*
Marco Bertini, London Business School, UK
We propose that price promotions temporarily reduce the motivation of consumers to engage in effortful deliberation, which in turn
shifts the balance of power toward affect. Consequently, price discounting produces several predictable results, including a stronger
preference for affectively superior goods and valuations that are more polarized and scope insensitive.
2. Do Emotions Decrease or Increase Present Bias in Monetary Decisions?
Manoj Thomas, Cornell University, USA
Joowon Park, Cornell University, USA*
It is assumed that present-bias – the propensity to focus on the present value of money rather than its future value – is caused by
emotions. Our research challenges this view and proposes that emotions can reduce the present bias. Three studies, including results
from a skin conductance study, support our proposition.
3. Emotional Effects of Purchase Price-Reference Price Divergence
Isabelle Engeler, University of St. Gallen, Switzerland*
Christian Laesser, University of St. Gallen, Switzerland
This research investigates consumers' discrete emotional responses to discrepancies between the actual price paid vs. their maximum
willingness to pay, or the price they expected to pay. We report evidence that divergence from these different reference prices trigger
specific emotions, which in turn distinctively affect consumers' behavioral intentions.
4. Beyond Clarity and Confusion: Affective Responses to Price Framing in the Airline Industry
Shelle Santana, New York University, USA*
Vicki Morwitz, New York University, USA
This research shows that in addition to affecting decision-making, the manner in which airline prices and fees are presented affects
consumer emotions and post-purchase behavior as well. Experiments testing three common pricing formats—including a recent
regulatory requirement-- show varying degrees of consumer anger and negative post-purchase behavior.
46
2.15 Market System Dynamics: The Value of and the Open Questions Associated with
Studying Markets in Consumer Culture Theory
Room: Azure
Co-chairs: Anton Siebert, Witten/Herdecke University, Germany
Anastasia Thyroff, University of Arkansas, USA
Participants:
Ashlee Humphreys, Northwestern University, USA
Dannie Kjeldgaard, University of Southern Denmark, Denmark
Eminegul Karababa, Middle East Technical University, Turkey Melea Press, University of Bath, UK
Gokcen Coskuner-Balli, Chapman University, USA
Eric J. Arnould, University of Bath, UK
Ela Veresiu, Witten/Herdecke University, Germany
John W. Schouten, Aalto University, Finland
Markus Giesler, York University, Canada
Jeff B. Murray, University of Arkansas, USA
A nascent body of literature that explores how markets are created and shaped captures the imagination of many researchers. This
roundtable provides a first opportunity to discuss the nature of market system dynamics, its relation to other areas of study, and its
future research agenda.
47
2.16 Film Festival II
1. Co-Creation and Co-Production of Value: The Emergence of Competing Brand Subcultures
Jacob Hiler, Louisiana State University, USA*
What happens when different subcultures both love a brand, but for very different and often mutually exclusive reasons? This research
investigates what happens when these subcultures acknowledge each other’s presence, interact and influence each other’s enjoyment
of the product, and ultimately attempt to influence the evolution of the product.
2. Parklife
Morven McEachern, Lancaster University, UK*
The concept of space and place is central to understanding everyday life. Using an ethnographic approach, this film explores the
consumption experiences encountered by park users. The interconnectivity of space, rhythm and consumption help to co-create the
consumption experience, thus, helping to transform the everyday into something special.
Coffee Break
10:45-11:00a.m.
Session 3
11:00a.m.-12:15p.m.
48
3.1 Managing Service Encounters
Room: Junior B
Chair: James Ward, Arizona State University, USA
1. Is More Always Better? Examining the Effects of Highly Attentive Service
Maggie Wenjing Liu, Tsinghua University, China*
Hean Tat Keh, Queensland University, Australia
Lijun Zhang, Peking University, China
This paper investigates the highly attentive service paradox using an affect-based satisfaction model. Based on three studies, we find
that three affective factors—warmth, pressure and sadness/anger—mediate the relationship between service attentiveness and
customer satisfaction. We also find that affect and disconfirmation play different roles in terms of initial expectations.
2. Bonding through Service Friendliness: A Potential Double-Edged Sword
Elison Lim, Nanyang Technological University, Singapore*
Yih Hwai Lee, National University of Singapore, Singapore
Maw Der Foo, University of Colorado-Boulder, USA
Two studies show that rapport-filled employee-customer interactions enhance pleasant encounters, but backfire in service failures.
Interestingly, customers in high-rapport conditions voice their (dis)satisfaction in a manner that favors the employee (vs. company).
Undergirding these findings, we show that appropriate levels of nonverbally-expressed emotion are critical for connecting employees
to customers.
3. The Importance of Warmth and Competence in the Acquisition and Retention of New Customers
Iana Castro, San Diego State, USA*
Scott Thompson, University of Georgia, USA*
James Ward, Arizona State University, USA
The stereotype-content model suggests judgments of warmth and competence underlie perceptions of others, with warmth playing the
greater role. We extend this model to consumers’ perceptions of companies and find that the primacy of warmth is contingent on the
nature of the relationship and prior experience.
4. Reducing Majority Customers' Prejudiced Behavior in Inter-Ethnic Service Encounters: Applying a Stress and Coping
Framework
Simon Brach, Friedrich-Schiller-Universität Jena, Germany*
Gianfranco Walsh, Friedrich-Schiller-Universität Jena, Germany
Arne Albrecht, Friedrich-Schiller-Universität Jena, Germany
David Dose, Friedrich-Schiller-Universität Jena, Germany
Patrick Hille, Friedrich-Schiller-Universität Jena, Germany
Mario Schaarschmidt, Friedrich-Schiller-Universität Jena, Germany
The study investigates majority customers’ behavior within inter-ethnic service encounters. Based on a theoretical framework and a
video-based paradigm from psychological research on inter-ethnic contact situations, the study allows for a better understanding of the
discriminative process within inter-ethnic service encounters and possible ways of reducing it.
49
3.2 Finances and the Stock Market
Room: Junior C
Chair: Corinne Faure, Grenoble École de Management, France
1. A Meta-Analytic and Psychometric Investigation of the Effect of Financial Literacy on Downstream Financial Behaviors
Daniel Fernandes, Erasmus University Rotterdam, The Netherlands*
John G. Lynch, Jr., University of Colorado, USA
Richard Netemeyer, University of Virginia, USA
Billions of dollars are spent worldwide on financial education. Our meta-analysis shows these interventions explain 0.1% of the
variance in downstream financial behaviors. Measured financial literacy explains more. Why? Two surveys replicate prior findings
that measured financial literacy predicts financial behaviors, but this relationship disappears when controlling for confounded traits.
2. An Examination of the Effects of Market Returns and Market Volatility on Investor Risk Tolerance and Investment Allocation
Decisions
Courtney M. Droms, Butler University, USA*
Kurt Carlson, Georgetown University, USA
William G. Droms, Georgetown University, USA
We examine the joint influence of market volatility and recent market returns on risk tolerance. When market volatility is relatively
low, risk tolerance does not depend on recent market returns. However, when volatility is high, recent positive (negative) returns
causes investors to report greater (lower) risk tolerance.
3. Slow Sinkers Are the Real Stinkers: Why a Plummeting Stock Price Can Be Better for Investors than a Gradual Decline
Neil Brigden, University of Alberta, Canada*
Holding financial assets that perform only moderately poorly can have more negative implications than holding assets with rapidly
declining value. While investors sell plummeting assets quickly, they hold “slow sinkers” for too long. Thus, having an asset they own
decline sharply can paradoxically render consumers wealthier in the long run.
4. When Status Pulls You One Way and Another: A Dilemma for Sustainable Investments
Hannah Winkler von Mohrenfels, University of Frankfurt, Germany
Corinne Faure, Grenoble École de Management, France*
Daniel Klapper, Humboldt University Berlin, Germany
Our research contributes to the literature on prosocial consumption. We show that for visible choices, status activation increases the
likelihood of prosocial behaviors but that for private decisions, status activation can be counterproductive for products such as
sustainable investments, where status also activates concerns about potential future wealth loss.
50
3.3 Of Carrots, Candy, & Self-Control: Decreasing and Increasing Food Consumption
Room: Junior D
Chair: Vladas Griskevicius, University of Minnesota, USA
1. Interventions to Get School Children to Eat More Vegetables
Joseph Redden, University of Minnesota, USA*
Traci Mann, University of Minnesota, USA
Elton Mykerezi, University of Minnesota, USA
Marla Reicks, University of Minnesota, USA
Zata Vickers, University of Minnesota, USA
Three field experiments in school cafeterias tested interventions to increase vegetable intake. In study 1, a 50% larger portion
increased carrot intake 12%. Study 2 created norms by placing photos on trays and increased vegetable intake 178%. Study 3
increased carrot intake 430% by serving carrots before kids got into line.
2. In Control of Variety: How Self-Control Reduces the Effect of Food Variety
Kelly Haws, Texas A&M University, USA*
Joseph Redden, University of Minnesota, USA
The presence of variety has been shown to increase food consumption, but a recent meta-analysis concludes that person factors do not
influence this variety effect. The current work identifies trait self-control as an important person factor that moderates the variety
effect for food, which may facilitate positive health outcomes.
3. Red, Ripe, and Ready: Effect of Food Color on Consumption
Stephanie Cantu, University of Minnesota, USA*
Vladas Griskevicius, University of Minnesota, USA
Does food color affect consumption? The color red, for example, has reliably served as an indicator of a food’s ripeness, sweetness,
and adaptive value. In three experiments we show that people automatically approach red-colored foods and eat larger quantities of
red-colored foods, especially when the food is sweet.
4. Mortality Threat Can Increase or Decrease Women’s Caloric Intake Depending on Their Childhood Environment
Sarah Hill, Texas Christian University, USA*
Christopher Rodeheffer, Texas Christian University, USA
Danielle DelPriore, Texas Christian University, USA
Max Butterfield, Texas Christian University, USA
How do mortality stressors influence women’s eating? Drawing on an evolutionary perspective, we propose that mortality stressors
should have different effects depending on a woman’s childhood environment. Three experiments show that whereas mortality
increased eating for women who grew up poor, it decreased eating for women who grew up wealthy.
51
3.4 New Directions in Word-of-Mouth
Room: Pavilion A
Co-chairs: Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands
1. When Controversy Begets Conversation
Zoey Chen, Georgia Tech, USA*
Analysis of 5,000 posts from an online discussion forum and two lab experiments reveal when and why controversy increases or
decreases conversation. Controversial topics are more interesting to talk about, but also create discomfort, so the impact of
controversy on conversation depends on how contextual factors shape these opposing mechanisms.
2. Rating with Confidence: Rating Certainty and Word-of-Mouth Behavior
Yu-Jen Chen, University of Maryland, USA*
David Godes, University of Maryland, USA
We study the link between rating a product and subsequent word-of-mouth (WOM). We introduce a construct called “rating
certainty,” which reflects the rater's belief that her rating captures accurately her utility, and demonstrate that it impacts WOM. We
also demonstrate that the rating scale may impact rating certainty and WOM.
3. Valuable Virality: The Effect of Advertising Appeals and Brand Integralness
Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands*
What influences whether ads are not only highly shared but also useful for the brands that create them? Soft-sell appeal ads are more
likely to be shared compared to hard-sell appeal ads. However, brand integralness determines whether the ads lead to more favorable
brand evaluations and purchase intentions.
4. When and Why Does Paying for User-Generated Content Pay Off? Effects of Solicitation and Disclosure Mechanisms on
Consumer Perceptions
Christilene Du Plessis, INSEAD, France*
Andrew Stephen, University of Pittsburgh, USA
Yakov Bart, INSEAD, France
Dilney Goncalves, IE Business School, Spain
We investigate how incentive provision and disclosure for online reviews impact reviewer effort, review and product quality
perceptions. Across several studies we show that a backlash effect occurs due to doubt, which is mitigated when product trial precedes
review exposure, when the incentive provision is justified, or when the reviewer is an expert.
52
3.5 Expanding the Theoretical Understandings of the Place of Consumption in Market
Formation and Transformation
Room: Pavilion B
Chair: Güliz Ger, Bilkent University, Turkey
1. The Creation and Transformation of an Illegal Market: Kurdish Music in Turkey
Alev Kuruoğlu, Bilkent University, Turkey*
I examine the creation and transformations of the market for Kurdish music in Turkey, a market that is legal but lacking in widespread
acceptance despite collaborative efforts of multiple actors. Within a context structured by longstanding tensions, I argue that a
straightforward process of legitimation fails to explain market (trans)formation.
2. Myth-Market Collaboration: Transforming a Culturally Contaminated Area into a Thriving Tourism Market
Ela Veresiu, Witten/Herdecke University, Germany*
I examine the co-creative mythmaking practices involved in transforming a culturally contaminated area into a thriving tourism myth
market that serves the interests of multiple stakeholders. Drawing upon assemblage theory, I develop a process model of myth-market
collaboration.
3. Beyond the Social System: Understanding Markets as Consumers
Markus Giesler, York University, Canada*
Through a multi-year investigation of the World Economic Forum in Davos, Switzerland, I challenge the dominant perspective on
markets as social systems and offer an alternative model of markets as consumers.
4. Consumer Markets and Value Transformation in the Global Context
Alladi Venkatesh, University of California Irvine, USA*
Lisa Peñaloza, Bordeaux Management School, France
Özlem Sandıkcı, Bilkent University, Turkey
We propose that one way to examine the transformational potential of markets is to conceptualize and analyze markets as valuecreating enterprises operating under specific economic/cultural/social/temporal/historical arrangements. We develop a framework that
incorporates and integrates the four systems of value: exchange, use, sign/cultural and societal.
53
3.6 In Pursuit of Happiness: Towards Understanding the Complex Relationship Between
Consumption and Happiness
Room: Port McNeill
Co-chairs: Jingjing Ma, Northwestern University, USA
Haiyang Yang, INSEAD, Singapore
Neal Roese, Northwestern University, USA
1. Taking Advantage of Real and Perceived Differences between Material and Experiential Purchases
Travis Carter, University of Chicago, USA*
Emily Rosenzweig, Cornell University, USA
Thomas Gilovich, Cornell University, USA
There appear to be genuine benefits to choosing experiences over possessions. But how different are the categories really? Empirical
evidence suggests that the categories are real, but with fuzzy boundaries. That ambiguity can be exploited, illuminating the categories’
underlying properties, and providing the benefits of experiences to consumers.
2. More Possessions Can Make You Less Happy
Haiyang Yang, INSEAD, Singapore*
Ziv Carmon, INSEAD, Singapore
Ravi Dhar, Yale University, USA
We show that ironically, owning more goods in a product category can dampen satisfaction. This occurs when each good is better than
the others on some dimensions yet worse on others, which shifts the comparison standard for satisfaction assessment upwards, making
the goods appear deficient and hence less satisfying.
3. The Countability Effect: Comparative vs. Experiential Reactions to Reward Distributions
Jingjing Ma, Northwestern University, USA*
The under-benefited are usually less satisfied than the over-benefited in reward distributions. However, we show that the countability
of rewards moderates this effect: when rewards cannot be counted in numerical terms, the under-benefited are just as satisfied as the
over-benefited. Comparative vs. experiential cognitive focus may be the underlying mechanism.
4. When Happiness Doesn’t Seem Contingent on Material Goods: The Influence of Positive Affect on Materialism and
Conspicuous Consumption
Jin Pyone, Cornell University, USA*
Alice Isen, Cornell University, USA
Much research has investigated how materialism influences happiness. However, relatively little research has been conducted on the
reverse, the influence of positive affect on materialism. The present research suggests that under positive affect, people are less likely
to pursue material goods as a means to achieve happiness or social status.
54
3.7 From the Field: New Research on Interventions, Commitments and Behavior Change
Room: Pavilion D
Chair: Ayelet Gneezy, University of California San Diego, USA
1. Taming Temptation: Targeting Self-Control Increases Healthy Food Behaviors
Janet Schwartz, Tulane University, USA*
Jason Riis, Harvard University, USA
Brian Elbel, New York University, USA
Daniel Mochon, Tulane University, USA
Dan Ariely, Duke University, USA
Many obesity-related interventions rely on providing information to encourage healthier food choices. Behavioral science research has
shown, however, that while such interventions can change attitudes and intentions, they often fail to change real behavior. Here, we
show that urging self-control through simple prompts and pre-commitment can significantly improve nutrition behavior.
2. Exercising to the Lowest Common Denominator
Leslie K. John, Harvard University, USA*
Michael I. Norton, Harvard University, USA
We attempted to reduce sedentary workplace behavior by introducing walkstations – treadmills attached to elevated workspaces –
giving employees feedback on their own and coworkers’ walkstation usage. Usage declined more when participants were given
information on peers’ usage levels, due to a tendency to converge to the lowest common denominator.
3. Under-Savers Anonymous: Evidence on Self-Help Groups and Peer Pressure as a Savings Commitment Device
Felipe Kast, Pontificia Universidad Catolica de Chile
Stephan Meier, Columbia University GSB, USA*
Dina Pomeranz, Harvard University, USA
There is little empirical evidence evaluating the effectiveness of self-help peer groups, a widespread commitment device. Two field
experiments conducted among low-income micro-entrepreneurs in Chile find that self-help peer groups are a very potent mechanism
for increasing monetary savings and can be achieved through simple text messages.
4. Commitment and Environmental Behavior Change: Evidence from the Field
Katie Baca-Motes, Disney Research, USA
Amber Brown, Disney Research, USA
Elizabeth Keenan, University of California San Diego, USA*
Leif D. Nelson, University of California at Berkeley, USA
This work explores commitments as a mechanism for increasing individuals’ compliance with eco-friendly behavior. Results of a field
experiment conducted at a hotel show that a specific guest commitment to practice sustainable behavior, coupled with a public symbol
of that commitment, significantly increased participation in towel reuse, arguably via signaling.
55
3.8 Raising the Bar: New Insights into the Development of an Optimal Donation
Solicitation
Room: Port Alberni
Chair: Tatiana Fajardo, University of Miami, USA
1. Construing Charity: Consumer Construal Level and Charitable Contributions of Time vs. Money
Rhiannon MacDonnell, University of Calgary, Canada*
Katherine White, University of British Columbia, Canada
Across three studies, the results reveal that a concrete marketing message is more effective at generating contributions of money (vs.
time), whereas an abstract mindset increases consumer willingness to donate time (vs. money) to a charitable cause. Implications for
research and practice are discussed.
2. Empathy, Donation, and the Moderating Role of Psychological Distance
Joseph Paniculangara, Lakehead University, Canada*
Xin He, University of Central Florida, USA
Empathy has a beneficial effect on charitable donations. Since it entails putting oneself in the place of another, we predicted that the
effects of dispositional empathy would be greater at closer but not farther psychological distance. We found the predicted interaction
in four experiments, manipulating physical, temporal, and hypothetical distance.
3. Splitting the Decision: Increasing Donations by Recognizing the Differential Impact of Internal and External Considerations
Tatiana Fajardo, University of Miami, USA*
Claudia Townsend, University of Miami, USA
We hypothesize that the decision of whether to donate is determined by considerations internal to the decision-maker, whereas the
decision of donation quantity is determined by external factors. By splitting the donation decision and using separate appeals for
whether vs. how much, we suggest an optimal structure for donation solicitations.
4. For Charities Not All Aesthetics Are Created Equal: The Differential Effects of Aesthetics With and Without Cost Implications
on Response to Donor Solicitations
Shweta Oza, University of Miami, USA
Claudia Townsend, University of Miami, USA*
In the context of solicitation from non-profits, we demonstrate that not all aesthetic cues are equally beneficial. In two lab studies and
one field experiment we identify separate and interacting effects of aesthetic cues with and without cost implications on perceptions of
organization competence and real donation amounts.
56
3.9 Social Influences on Judgment/Decision Making
Room: Junior A
Chair: Xianchi Dai, Chinese University of Hong Kong, Hong Kong
1. Virtually Unhappy: How Probability Neglect in Social Comparison Biases Judgments of Satisfaction with Life
Mudra Mukesh, IE Busines School-IE University, Spain*
Dilney Gonçalves, IE Busines School-IE University, Spain
Contrary to prior research and convention, we demonstrate that a large friend network on social networking sites can be detrimental to
individuals’ life satisfaction. Having more friends leads to lower life satisfaction because people fail to integrate the probability of
encountering ostentatious information on social networks when assessing life satisfaction.
2. Rebels without a Clue: Nonconscious Motivation for Autonomy Preservation Moderates Social Decision Biases
Randy Stein, University of California, Riverside, USA*
Joshua Ackerman, MIT, USA
John Bargh, Yale University, USA
We propose that the nonconscious need for autonomy moderates otherwise uncontrollable and unwanted consumer decision biases.
We find that priming autonomy preservation prevents biases caused by sources exogenous to the self, but counterproductively
exacerbates biases caused by an initial egocentric judgment.
3. When Making it Easy Leads to Working Harder: The Effects of Popularity Cues on Consumer Decision Making
Erin Younhee Ha, University of Illinois at Urbana-Champaign, USA*
Tiffany B. White, University of Illinois at Urbana-Champaign, USA
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong
Contrary to conventional wisdom, consensus information (e.g., indications of a product’s popularity) often increases rather than
decreases consumers’ attention to product attribute information, and consequently increases the effects of this information on product
evaluations. We obtain evidence of this increase and circumscribe the conditions in which this occurs.
4. Actors Conform, Observers Counteract: The Effects of Interpersonal Synchrony on Conformity
Xianchi Dai, Chinese University of Hong Kong, Hong Kong*
Ping Dong, University of Toronto, Canada*
Robert S. Wyer Jr., Chinese University of Hong Kong, Hong Kong
Building on a previous finding that synchrony leads to greater group cohesiveness, we show that it increases conformity to others’
choice, while observing such behavior can decrease conformity to others’ choices in an unrelated product evaluation situation. This
research also identifies boundary conditions of these effects.
57
3.10 Factors Shaping Price Perceptions II
Room: Parksville
Chair: Reto Hofstetter, University of St. Gallen, Switzerland
1. When and How Price-Dropping Serves as a Coping Mechanism for Price-Jolts
Aaron G. Garvey, Pennsylvania State University, USA*
Simon J. Blanchard, Georgetown University, USA
Karen Page Winterich, Pennsylvania State University, USA
We propose that consumers cope with price-jolts (i.e. unintentional overpayment for a product) through price-dropping (i.e.
mentioning this overpayment to others). Three studies demonstrate that when status cues are present, consumers prefer to engage in
price-dropping following a price-jolt, and doing so improves satisfaction. Theoretical contributions and implications are discussed.
2. All Numbers are Not Created Equal: Price Points, Price Processing and Price Rigidity
Haipeng Chen, Texas A&M University, USA*
Avichai Snir, Bar-Ilan University, Israel
Daniel Levy, Bar-Ilan University, Israel
Alex Gotler, Open University, Israel
Using multiple datasets, we find that consumers are less likely to recognize a larger price or a price increase that ends with 9, but more
likely to recognize a price increase from a 9-ending to a non 9-ending. Retailers therefore set 9-ending prices more often after price
increases than decreases.
3. This Number Just Feels Right: The Impact of Roundness of Numbers on Reliance on Feelings vs. Cognition
Monica Wadhwa, INSEAD, Singapore*
Kuangjie Zhang, INSEAD, Singapore*
We demonstrate that rounded prices facilitate reliance on feelings and thereby lead to more favorable product evaluations when the
purchase decision is based on feelings. Conversely, non-rounded number prices facilitate reliance on cognition and thereby lead to
more favorable product evaluations when the purchase decision is based on cognition.
4. You Might not Get what You Ask for: Evidence for and Impact of Non-WTP Reporting in Willingness-to-Pay Surveys
Reto Hofstetter, University of St. Gallen, Switzerland*
David Blatter, University of Bern, Switzerland
Klaus Miller, University of Bern, Switzerland
Price-generation tasks are widely used to measure consumers’ willingness-to-pay (WTP). Despite their simplicity and flexibility, we
find that consumers often face difficulties to correctly perform such tasks. Specifically, consumers who lack ability and motivation are
likely to engage in satisficing behavior, which has negative effects on external validity of measures.
58
3.11 Brand Constructs
Room: Orca
Chair: Heather Schulz, University of Nebraska at Kearney
1. Brand Authenticity: Towards a Deeper Understanding of Its Conceptualization and Measurement
Manfred Bruhn, University of Basel, Switzerland*
Verena B. Schoenmueller, University of Basel, Switzerland
Daniela B. Schaefer, University of Basel, Switzerland
Daniel Heinrich, University of Mannheim, Germany
Authenticity is seen as the new benchmark in branding. Based on our literature review and four studies, we develop a scale for
measuring consumers’ perceived brand authenticity consisting of four dimensions: continuity, originality, reliability, and naturalness.
Moreover, we demonstrate the discriminant validity of this new construct.
2. New Variables for the Brand Prominence Construct
Heather Schulz, University of Nebraska at Kearney*
Steven Schulz, University of Nebraska at Kearney
Brand prominence is a new construct in the literature associated with status signaling. The current study was designed to extend the
literature on brand prominence by supplying three new variables of brand prominence: 1) brand presence, 2) brand frequency, and 3)
brand abbreviation (whether or not the full brand name is utilized).
3. Brand Perception: Influence of Gender Cues on Dimensions of Warmth and Competence
Alexandra Hess, University of Waikato, New Zealand*
Valentyna Melnyk, University of Waikato, New Zealand
Carolyn Costley, University of Waikato, New Zealand
Consumers often judge brands and companies using heuristics such as the warmth and competence dimensions. Our study
demonstrates that subtle feminine (vs. masculine) primes incorporated into a product description increases perceived brand warmth,
which translates to a higher purchasing likelihood. Interestingly, this effect is especially profound for masculine products.
4. When Does Accessible Global Identity Lead to Unfavorable Evaluations of Global Products? The Roles of Consumers’ Lay
Theory on Global and Local Cultures
Yinlong Zhang, UTSA, U.S.A*
Yingyi Hong, Nanyang Technological University, Singapore
Through three studies, we showed that accessible global identity leads to more favorable evaluations of global products when
consumers viewed global and local cultures as compatible, but accessible global identity leads to less favorable evaluations when
consumers viewed the two cultures as conflicting with each other.
59
3.12 Consumption and Vulnerability
Room: Finback
Chair: Margaret Hogg, Lancaster University Management School, UK
1. Exploring African-American Women’s Lived Experiences with Stigma, Identity, and Consumption
Elizabeth Crosby, University of Wisconsin La Crosse, USA*
This article explores African-American women’s lived experiences with stigmatization. It examines how stigma can affect these
women’s identities and create identity gaps. The article offers a more comprehensive understanding of the interrelationships among
stigma, identity, and consumption including how individuals can use consumption to manage stigma and their identities.
2. Using Consumption in Everyday Resistance Practices to Contest Negative Stereotypes: The Case of Teenage Mothers
Emma Banister, University of Manchester, UK*
Margaret Hogg, Lancaster University, UK*
Mandy Dixon, Lancaster University, UK
We explore the interplay between discourses, resistance and consumption, focusing on teenage mothers. Our findings show how
consumption can be used in everyday acts of resistance to contest negative stereotypes, and that early motherhood can help some
women from relatively disadvantaged backgrounds to develop a stronger and more mature identity.
3. Ridiculing the Working Class and Reinforcing Class Boundaries: The Chav Myth and Consumption in the Night-time Space
Hayley Cocker, Lancaster University, UK*
Emma Banister, University of Manchester, UK
Bringing together streams of consumer research on marketplace myths and social class, we use the context of young middle-class
consumers in the UK and their consumption of the night-time space to explore how class-based identity myths are mobilized by
consumers and serve to create and reinforce social class boundaries.
4. Is Consumer Culture Good for Women? A Study of the Role of Consumer Culture in Disadvantaged Women’s Gender Role
Negotiations
Zuzana Chytkova, University of Economics, Czech Republic*
Dannie Kjeldgaard, University of Southern Denmark, Denmark*
Consumer culture is often perceived as a force that drives the perpetuation of patriarchy as discussed in feminist consumer research
literature. Findings from Romanian women immigrants to Italy indicate that by favoring feminine values, the ideology of consumer
culture becomes a resource for women’s gender performances.
60
3.13 Goal Pursuit
Room: Galiano
Chair: Frank May, University of South Carolina, USA
1. The Mere Presence of Money Motivates Goal Achievement
Gülen Sarial-Abi, Koç University, Turkey*
Even though there is speculation that the purpose of money is to enhance personal goal pursuit, to the best of our knowledge, there is
no prior research that empirically tests whether people reminded of money are goal-directed or simply motivated. We test this research
question with five studies.
2. Judging by Appearances: The Effect of Goal Pursuit on Product Preferences
Tess Bogaerts, Ghent University, Belgium*
Study 1 shows that extrinsically-oriented people are more likely than intrinsically-oriented people to choose an inferior product with
an appealing package design over a superior product with an unappealing package design. Study 2 demonstrates that extrinsicallyoriented people assign more quality to products with an appealing package design.
3. The Influence of Salient Self-Attribution on Self-Image and Subsequent Goal Pursuit
Nina Gros, Maastricht University, The Netherlands*
Three studies show that individuals have a more positive self-image when encountering a goal-related cue subsequently to having
engaged in goal inconsistent behavior. We show that this effect can be explained by implicit self-esteem compensation, resulting in
better performance on subsequent goal pursuits.
4. Should I Get in Shape or Get Closer to “Mr. Health”? The Effects of Goal Anthropomorphization on Goal Pursuit
Frank May, University of South Carolina, USA*
Extant research on anthropomorphism has examined the anthropomorphization of physical objects. This research demonstrates that
anthropomorphism can be utilized in the abstract realm of goals, and that goal anthropomorphization affects goal pursuit differentially,
depending on the valence of the anthropomorphized entity and the personality of the person pursuing the goal.
61
3.14 Social Factors and Consumption
Room: Granville
Chair: Lei Huang, Dalhousie University, Canada
1. Social Power and Financial Risk Taking: The Role of Agency-Communion
Didem Kurt, Boston University, USA*
Three studies show that having vs. lacking power over others leads to greater financial risk taking when individuals are
agency-oriented but not communion-oriented. We attribute this to the notion that agentics associate power with self-interest goals
aimed at enhancing one’s wealth and status, while communals link power with responsibility goals.
2. Social Support Style and Risky Behaviors in Everyday Life
Lili Wang, Zhejiang University, China*
Tanya Chartrand, Duke University, USA
Linyun Yang, University of North Carolina - Charlotte, USA
The present research identifies and defines two key support styles that determine the impact of social support on risky behaviors.
Across four studies, we show that encouraging social support inhibits risky behaviors while controlling social support triggers risky
behaviors. The underlying processes and boundaries of these effects are also explored.
3. Should You or Could You? The Effect of Social Influence in Text Warnings against Product Placement and the Moderating
Role of Self-Monitoring
Tina Tessitore, Ghent University, Belgium*
Maggie Geuens, Ghent University, Belgium
Text warnings against product placement are examined. Generally, an informational (vs. normative) warning seems more effective to
mitigate product placement influence. However, for high self-monitors, a normative warning is more effective than an informational
warning. Importantly, brand recall is necessary to resist product placement. Persuasion knowledge is identified as a mediator.
4. The Secondary-Contamination Effect of Luck
Chun-Ming Yang, Ming Chuan University, Taiwan*
Edward Ku, National Kaohsiung University of Hospitality and Tourism, Taiwan
This research introduces the secondary-contamination effect of luck. Four experiments demonstrate that by either actually or virtually
having contact with a source attributed with different luck characteristics, an originally neutral object will be transformed into a
contaminated vehicle, and a recipient’s responses will be in turn affected by touching it.
62
3.15 Journal of Consumer Research (JCR) Reviewer Workshop
Room: Pavilion C
Co-chairs:
Darren Dahl, University of British Columbia, Canada
Participants:
Rashmi Adaval, HKUST, Hong Kong*
Joel Huber, Duke University, USA
Søren Askegaard, University of Southern Denmark, Denmark Gita V. Johar, Columbia University, USA
Hans Baumgartner, Pennsylvania State University, USA
Ann McGill, University of Chicago, USA
Page Moreau, University of Colorado, USA
James Burroughs, University of Virginia, USA
Stijn van Osselaer, Erasmus University, The Netherlands
Margaret C. Campbell, University of Colorado, USA
Laura Peracchio, University of Wisconsin-Milwaukee, USA
Brian Ratchford, University of Texas at Dallas, USA
Aimee Drolet, University of California, Los Angeles, USA
Rebecca Ratner, University of Maryland, USA
Jennifer Edson Escalas, Vanderbilt University, USA
Jaideep Sengupta, HKUST, Hong Kong
Gavan Fitzsimons, Duke University, USA
Craig Thompson, University of Wisconsin, USA
Kent Grayson, Northwestern University, USA
Patti Williams, University of Pennsylvania, USA
Rebecca Hamilton, University of Maryland, USA
Stacy Wood, North Carolina State University, USA
The Editors and Associate Editors of the Journal of Consumer Research (JCR) will be conducting a roundtable to train reviewers and
discuss the review process in general. They will explain what makes a great review, discuss how reviews are advisory to the editors,
review the trainee program, and answer any questions. The roundtable is open to all conference attendees (including students) who are
interested in reviewing for JCR.
63
3.16 Film Festival III
1. Differing Days - Planning and Emergence in Contemporary Mundane Routines
Karolus Vittala, Aalto University, Finland*
Joel Hietanen, Aalto University, Finland*
This videography illustrates how our everyday life is a flux of emergent relations—one in which our conventional notion of cognitive
agency may have much less to do with than we tend to allow. It seems that we plan ahead only to become swept away by the moment.
2. The Père-Lachaise Cemetery: Between Touristic Experience and Heterotopic Consumption
Alain Decrop, University of Namur, Belgium*
Stéphanie Toussaint, Université Catholique de Louvain, Belgium*
This videography offers an ethnographic analysis of the Père-Lachaise cemetery, a major tourist site of Paris. The film shows how the
sacred and profane dimensions of consumption are entangled in the visiting experience through a series of symbolic behaviors and
rituals that make the cemetery a heterotopia.
President's Lunch
Sponsor: Qualtrics
12:15-1:45p.m.
Grand Ballroom
Session 4
2:00-3:15p.m.
64
4.1 Prosocial Consumer Behavior
Room: Junior B
Chair: Mudra Mukesh, IE Business School, Spain
1. The Perception of Two Types of Corporate Social Responsibility on the Consumer-Brand Relationship
Lei Huang, Dalhousie University, Canada*
This research identifies two categories of corporate social responsibility information – corporate operational performance (COP) and
corporate social performance (CSP) – to test their respective impact on consumer brand advocacy and brand trust. Results from two
empirical studies suggest that product involvement has a moderating effect on COP/CSP, as well as on brand advocacy and brand
trust.
2. Good Deeds, Risky Bids: Accessible Prosocial Behavior Increases Monetary Risk Taking
Maria Blekher, Ben-Gurion University of the Negev, Israel*
Shai Danziger, Tel-Aviv University, Israel
Amir Grinstein, Ben-Gurion University of the Negev, Israel
This research demonstrates that recollecting a prosocial behavior or expressing virtuous intent can influence monetary risk taking.
Four studies demonstrate that both an accessible prosocial behavior and virtuous intent increase one’s sense of security, prompting
riskier decisions. Together, we show that accessible prosocial behavior influences seemingly unrelated decision domains.
3. Monetary Incentives and Prosocial Behavior in Idea Co-Creation
Christoph Ihl, RWTH Aachen University, Germany*
Alexander Vossen, RWTH Aachen University, Germany*
Using an online-based choice experiment, we show how monetary incentives greatly influence consumers’ behavior in idea
co-creation. Three different aspects play a key role in how monetary incentives are perceived-- namely, the amount of monetary
incentives offered, the organizational form of the host and the type of task.
65
4.2 Come Eat With Us: Social Influences in the Food Domain
Room: Junior C
Co-chairs: Peggy J. Liu, Duke University, USA
Troy H. Campbell, Duke University, USA
1. The Dove Effect: How Normalizing Overweight Body Types Increases Unhealthy Food Consumption and Lowers Motivation to
Engage in Healthy Behaviors
Lily Lin, University of British Columbia, Canada*
Brent McFerran, University of Michigan, USA
The current research examines how the normalization of overweight body types can influence food consumption and health choices.
In two studies, we find that “normalizing” the overweight results in greater consumption of an unhealthy food item, creation of meals
containing more calories, and in decreased motivation to be in better shape.
2. Matching Choices to Minimize Offense: Avoiding Offending Stigmatized Group Members by Making Similar Choices for Them
and for Us
Peggy J. Liu, Duke University, USA*
Troy H. Campbell, Duke University, USA
Grainne M. Fitzsimons, Duke University, USA
We find that when people choose food for themselves and for a dining companion, their choices are affected by their companion’s
weight. When the companion is overweight, people are more likely to “match” (to choose identical food for self and other), apparently
to avoid offending the overweight companion.
3. Using Contextual Positioning to Bias Healthier Social Behavior
Brennan Davis, Baylor University, USA*
Beth Vallen, Fordham University, USA
Individuals often model their consumption on that of peers, yet in some instances, peers’ social behavior is ambiguous or not initially
observable. This paper demonstrates that as a result, individual choices become overly biased by contextual cues as a means of
reducing social risk.
4. Created Equal? The Morality of Food and the People Who Eat It
Jenny G. Olson, University of Michigan, USA*
Andrea C. Morales, Arizona State University, USA
Four studies indicate that consumers ascribe morality to others based on the food choices they make, evaluating each other on a sliding
scale depending on income. Whereas wealthy individuals choosing organic food (vs. conventional) are perceived as significantly more
moral, those with low incomes are perceived as significantly less moral.
66
4.3 Deepening Our Understanding of Depletion: New Causes, Boundaries, and Processes
Room: Junior D
Co-chairs: Kathleen D. Vohs, University of Minnesota, USA
Yael Zemack-Rugar, Virginia Tech, USA
1. What You Don’t Know Can Hurt You: Uncertainty Depletes Self-Regulatory Resources
Jessica Alquist, Florida State, USA
Roy Baumeister, Florida State, USA*
Dianne Tice, Florida State, USA
Five studies show that uncertainty consumes self-regulatory resources and thereby impairs subsequent self-regulation. We randomly
assigned participants to either uncertain conditions or control conditions. Uncertainty causes poor performance on measures of
self-control unrelated to the uncertainty manipulation. Uncertainty impairs self-control even more than certainty of negative outcomes.
2. Haunts or Helps from the Past: How Does Recalling Past Self-Control Acts Affect Current Self-Control?
Hristina Dzhogleva, University of Pittsburgh, USA*
Cait Poynor Lamberton, University of Pittsburgh, USA
Kelly Haws, Texas A&M University, USA
We explore two dimensions of consumers’ recall of past self-regulation acts – valence of recalled acts and metacognitive experience
that accompanies recall – and how their interplay influences self-control. Results show that the mere recall of past self-control acts
depletes consumers and inhibits their ability to restrain themselves in the present.
3. Motivation, Personal Beliefs, and Limited Resources All Contribute to Self-Control
Kathleen Vohs, University of Minnesota, USA*
Roy Baumeister, Florida State, USA
Brandon Schmeichel, Texas A&M University, USA
What effects do motivation and beliefs have on self-control? Recent findings suggest that motivation and belief in unlimited willpower
can bestow immunity to ego depletion. The current work shows this effect is limited to mild depletion. With extensive depletion,
effects of motivation and subjective beliefs vanish and in one case are reversed.
4. A Reexamination of the Role of Negative Affect in Resource Depletion Effects
Yael Zemack-Rugar, Virginia Tech, USA*
Contrary to previous research, we provide empirical evidence that resource depletion procedures can increase negative affect. Using
stimuli evaluations, rather than PANAS or BMIS, we show depletion increases measured negative affect, especially for participants
low on trait self-control. Negative affect is shown to mediate the effects of depletion on behavior.
67
4.4 Glocal Consumption Issues
Room: Pavilion A
Chair: Elif Izberk-Bilgin, University of Michigan-Dearborn, USA
1. The Before and After: A Study of Plastic Surgery Consumption with Young Women in Brazil
Fernanda Borelli, Universidade Federal do Rio de Janeiro, Brazil*
Leticia Casotti, Universidade Federal do Rio de Janeiro, Brazil*
As beauty gains social importance, the body assumes a central role. Plastic surgery then becomes increasingly common. Our study
examines this growing phenomenon: plastic surgery among female youths. Using in-depth interviews, we broaden the understanding
of plastic surgery consumption and how it relates to its cultural context.
2. "I Would Want a Magic Gift": Desire for Romantic Gift Giving and the Cultural Fantasies of Baby Boomers in Japan
Yuko Minowa, Long Island University, USA*
Takeshi Matsui, Hitotsubashi University, Japan*
We examine romantic gift-giving practices of aging Japanese Baby Boomers.
Boomers’ gift-giving orientations are influenced by
the genealogy of gender domination, gift experiences, and gender socialization. These influences lead to different current gift
orientations: reality adaptors, nostalgia indulgers, fantasy seekers, and fantasy avoiders.
3. Cyber-Jihad: Islamic Consumer Activism on the Web
Elif Izberk-Bilgin, University of Michigan-Dearborn, USA*
This study explores Islamic cyberactivism and finds activists pursue a virtual jihad against transnational brands as an econo mic and
non-violent means of asserting Islamic values and identity in the marketplace. The study contributes to the consumer activism
literature by highlighting the role of religious discourse and authorities as market-structuring forces.
4. Mythologized Glocalization of Popular Culture: A Postcolonial Perspective
Soonkwan Hong, Michigan Technological University, USA*
Chang-Ho Kim, Nam-Seoul University, South Korea
This netnographic research reveals that the glocalization process of Korean popular culture cannot be reduced to a uni-discursive
thesis that immortalizes the themes of cultural imperialism. Globalization of popular culture necessitates hybridity that uses the same
traditional ingredients, but transforms into a new taste based on a new cultural recipe.
68
4.5 Inside the Turk: Methodological Concerns and Solutions in Mechanical Turk
Experimentation
Room: Pavilion B
Chair: Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
1. Data Collection in a Flat World: Strengths and Weaknesses of Mechanical Turk Samples
Joseph K. Goodman, Washington University in St. Louis, USA*
Cynthia E. Cryder, Washington University in St. Louis, USA
Amar Cheema, University of Virginia, USA
We compare Mechanical Turk participants to community and student samples on personality, financial, and consumption dimensions,
as well as classic decision-making biases. We find many similarities between Mechanical Turk participants and traditional samples,
but also find important differences researchers should consider when using Mechanical Turk for consumer research.
2. Screening Participants on Mechanical Turk: Techniques and Justifications
Julie S. Downs, Carnegie Mellon University, USA*
Mandy B. Holbrook, Carnegie Mellon University, USA
Emily Peel, Carnegie Mellon University, USA
Concerns about the quality of Mechanical Turk participants induce researchers to screen participants. We evaluate screening strategies
according to their discriminant ability to identify observations that contribute only noise. Our results suggest omitting participants
based on these indicators would likely bias the sample rather than improve data quality.
3. Under the Radar: Determinants of Honesty in an Online Labor Market
Daniel G. Goldstein, Yahoo! Research, USA*
Winter Mason, Stevens Institute of Technology, USA
Siddharth Suri, Yahoo! Research, USA
Online subject pools depend on participants’ honesty. After establishing a baseline level of dishonesty on Mechanical Turk, we
manipulate the incentives to cheat and the probability of detection. We find workers act like intuitive statisticians, cheating at a level
below statistical detection at the individual, but not aggregate, level.
4. Non-Naivety among Experimental Participants on Amazon Mechanical Turk
Jesse Chandler, Princeton University, USA
Pam Mueller, Princeton University, USA
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands*
We conducted two studies to identify the extent to which participant cross-talk and duplicate participation contribute to non-naivety
among participants in Mechanical Turk. Whereas cross-talk is not a critical issue, there is evidence of numerous duplicate participants.
We discuss the implications for Mechanical Turk experimentation.
69
4.6 Financial Incentives and Consumer Choice
Room: Pavilion C
Chair: Boris Maciejovsky, Imperial College London, UK
1. Performance-Contingent Discounts and Consumer Choice
Boris Maciejovsky, Imperial College London, UK*
Nina Mazar, University of Toronto, Canada
We show that performance-contingent discounts, where consumers are required to learn about the attributes of target products, lead to
more favorable product and store evaluations and boosted purchase intentions. These findings cannot be attributed to a more thorough
exploration of the products offered, nor to a better learning performance.
2. Consumer Reactance to Conditional Price Promotions
Aylin Aydinli, London Business School, UK*
Three experiments reveal conditional price promotions may provoke reactance when perceived as attempts to influence purchase
behavior, thereby constraining one’s freedom. To reduce their reactance, consumers tend to act cautiously in terms of their product
choices.
3. Placebo/Placui Effects of Marketing Actions: Consumers Get What They Pay/Paid For
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands*
Bart de Langhe, University of Colorado, USA
We examine time-dynamic effects of marketing actions on product performance. We find placebo effects of current marketing actions
(even after product experience) and placui effects of prior marketing actions. We conclude consumers not only get what they pay for,
but also what they paid for.
4. Macroeconomic Threat Increases Preference for Mainstream Products
Stacey Finkelstein, Columbia University, USA*
Kimberly Rios, University of Chicago, USA
We propose that macro-economic threat increases the preference for mainstream products. When individuals are exposed to
macro-economic threat (vs. a non-macroeconomic/ no threat), participants evaluate mainstream products more favorably and are more
likely to choose to consume mainstream vs. fair-trade products.
70
4.7 Designing Effective Choice Architectures
Room: Pavilion D
Chair: Oleg Urminsky, University of Chicago, USA
1. In Search Of Optimally Effective Defaults
Indranil Goswami, University of Chicago, USA*
Oleg Urminsky, University of Chicago, USA
Extant research has implied that high defaults can be detrimental, and companies tend to set low defaults, potentially fearing reduced
participation. In six experiments across different domains, we find very limited evidence for backlash against high defaults, both for
average “amount” and participation rate, but reduced efficacy for low defaults.
2. Redundant Information as a Choice Architecture Tool: How Attribute Decomposition on Displays can be Used to Highlight
Important Dimensions for Consumers
Christoph Ungemach, Columbia University, USA*
Adrian Camilleri, Duke University, USA
Eric Johnson, Columbia University, USA
Rick Larrick, Duke University, USA
Elke Weber, Columbia University, USA
In three experiments, we provide evidence supporting the idea that redundant attributes on consumer labels can shift psychological
weight assigned to dimensions and alter preferences. Applying this principle in environmental decisions we show how redundant
information can be utilized as a choice architecture tool to increase preference for more fuel-efficient cars.
3. Product-Level and Segment-Level Differences in the Effectiveness of a Longitudinal Labeling and Choice Architecture
Intervention at a Large Hospital Cafeteria
Jason Riis, Harvard Business School, USA*
Susan Barraclough, Massachusetts General Hospital, USA
Doug Levy, Massachusetts General Hospital, USA
Lillian Sonnenberg, Massachusetts General Hospital, USA
Anne Thorndike, Massachusetts General Hospital, USA
At a large hospital cafeteria, we subject several food and beverage categories to a labeling and choice architecture manipulation.
Register receipts revealed that manipulation effectiveness vary considerably by product category. Analysis of 5000 individual
employee-purchase histories reveals similar responsiveness by all income and ethnicity groups.
4. Why Are Benefits Left on the Table? Assessing the Role of Information, Complexity, and Stigma on Take-Up with an IRS Field
Experiment
Saurabh Bhargava, Carnegie Mellon University, USA*
Day Manoli, University of California Los Angeles, USA
We address the puzzle of the incomplete take-up of government benefits with a field experiment testing the role of information,
complexity, and stigma among 35,050 individuals who fail to claim $26 million in owed benefits from the Earned Income Tax
Credit. We find that simplicity and display of benefits significantly increases take-up, and our interventions could reduce incomplete
program take-up from 25% to 22%.
71
4.8 Expectations and Biases in Judgment and Decision Making
Room: Port Alberni
Chair: Aaron R. Brough, Pepperdine University, USA
1. Predicting Consumer Preference: Prediction Strategy and Data Presentation
Jaewoo Joo, Kookmin University, South Korea*
We explore the prediction accuracy of two strategies that designers use to predict consumer evaluations of novel product designs:
categorization-based strategy and sequential learning strategy. We find support from two studies that sequential learning outperforms
categorization-based and that the latter strategy benefits when data are presented in multiple sets.
2. The Category Size Bias and Consumers’ Perceptions of Risk
Mathew S. Isaac, Seattle University, USA
Aaron R. Brough, Pepperdine University, USA*
We identify a novel decision bias in which probability judgments are influenced by how possible outcomes are grouped, such that
outcomes classified into larger groups are perceived as more likely to occur. This category-size bias contributes to our understanding
of how categorization influences consumers’ perceptions of risk and probability.
3. Taking the Complexity Out of Complex Product Customization Decisions
Christian Hildebrand, University of St. Gallen, Switzerland*
Jan R. Landwehr, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
We propose a two-step product customization mode by which consumers first select one of a small number of presented prototypes,
and then customize their final product by refining their initial choice. Evidence from three experiment s shows that this customization
mode is superior to previously proposed customization modes on various dimensions.
4. When Hopes are Dashed: Sour Grapes or Searching for Greener Pastures?
Aaron M. Garvey, Pennsylvania State University, USA*
Margaret G. Meloy, Pennsylvania State University, USA
We introduce a theoretical framework and examine the effect of "dashed hopes" (unexpected denial of extremely desirable and
anticipated options) upon subsequent choice. In four studies, we find that preference shifts away from status quo options toward novel
alternatives, and explicate the underlying process for the effect. Implications are discussed.
72
4.9 When It's What's Outside that Matters: Recent Findings on Product and Packaging
Design
Room: Port McNeill
Chair: Julio Sevilla, University of Miami, USA
1. Transparent Packaging and Consumer Purchase Decisions
Darron Billeter, Brigham Young University, USA*
Meng Zhu, Johns Hopkins University, USA
J. Jeffrey Inman, University of Pittsburgh, USA
In a series of experiments, we demonstrate that transparent (as compared to non-transparent) packaging enhances perceptions of
product trustworthiness (even when explicitly controlling for product freshness and quality), and leads to higher purchase intention
and increased product choice. Physical appeal of products is an important boundary condition for this effect.
2. The Effect of Product Shape Closure on Perceptions of Quantity, Preference and Consumption
Julio Sevilla, University of Miami, USA*
Barbara E. Kahn, University of Pennsylvania, USA
We demonstrate the effect of shape closure on size perceptions, preference and consumption. We show that an equal-sized,
incompletely-shaped product (as opposed to a complete unit) is considered to be smaller and less preferred even in cases where it has a
more prominent primary dimension, or is found to attract more attention. .
3. Humor vs. Aesthetics in Product Design: Their Impact on Ownership Pride
Gratiana Pol, University of Southern California, USA*
C.W. Park, University of Southern California, USA
Martin Reimann, University of Southern California, USA
We show that two hedonic types of product design— aesthetically appealing vs. humorous-looking—differ in the level of ownership
pride they evoke (with aesthetic designs being more effective), along with the mechanism through which they create such pride (with
aesthetic designs signaling good taste, and humorous-looking designs signaling uniqueness).
4. Where You Say It Matters: How Product Package Ads Increase Message Believability
When consumers perceive information as psychologically closer to them they find it to be more believable. We find consumers
perceive product information on a package to be closer than in an advertisement. Thus, the same message is more believable and
results in higher purchase intent when on a package vs. in an advertisement.
73
4.10 Pricing and Promotions
Room: Parksville
Chair: Leonard Lee, Columbia University, USA
1. A Penny Saved is Another Penny Spurned: The Effect of Promotions on Consumer Impatience
Franklin Shaddy, Columbia University, USA*
Leonard Lee, Columbia University, USA
We investigate impatience as a potential consequence of exposure to promotions. Two experiments reveal that exposure to promotions
increases willingness to spend money to avoid waiting, and decreases willingness to wait to obtain additional money. Moreover, we
find that the link between promotions and impatience is moderated by BAS sensitivity.
2. Effects of Set Size, Scarcity, Packaging, and Taste on the Marketing Placebo Effect
Scott Wright, Providence College, USA*
José Mauro da Costa Hernandez, Centro Universitário da FEI, Brazil
Aparna Sundar, University of Cincinnati, USA
John Dinsmore, University of Cincinnati, USA
Frank Kardes, University of Cincinnati, USA
We investigate how naïve theories influence product performance. We demonstrate how set size, scarcity, packaging, and taste affect
consumer performance on cognitive tasks. We extend theory on the marketing placebo effect beyond that of price.
3. Do Price Promotions Lead to a Reduction of the Internal Reference Price and If So, Under Which Conditions Is This Effect
Less Strong?
Silke Bambauer-Sachse, University of Fribourg, Switzerland*
Angélique Dupuy, University of Fribourg, Switzerland
This paper examines the effects of price promotions on changes of internal reference prices, by analyzing moderator effects of price
confidence, involvement, and the saving presentation. Results show how marketers should communicate price promotions to avoid
strong reductions of consumers’ internal reference prices.
4. Alliteration Alters: Its Influence in Perceptions of Product Promotions and Pricing
Derick Davis, Virginia Tech, USA*
Rajesh Bagchi, Virginia Tech, USA
We investigate alliteration—the repetition of initial sounds in two or more consecutive and/or closely adjacent words—in the
formation of pricing perceptions. We find consumers evaluate alliterative presentations higher than non-alliterative presentations (i.e.
4 Fables $40 vs. 3 Fables $29), even when non-alliterative ones represent a better deal.
74
4.11 Brand Strength
Room: Orca
Chair: Xiuping Li, National University of Singapore, Singapore
1. When Lower is Better: The Impact of Activated Number Interpretation Frames on Reactions to Alphanumeric Brand Names
Anneleen Van Kerckhove, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium*
The success of alphanumeric brands depends partly on consumers’ reactions to its name. As such, liking the number included plays a
crucial role. Three studies show reactions to alphanumeric brand names comprising larger or smaller numbers depend on the
magnitude interpretation frame that is contextually activated.
2. Mere-Alignability of Alphanumeric Brand Names: How Exposure to Mercedes C350 Affects the Choice between BMW 335i and
BMW 330i
Kunter Gunasti, University of Connecticut, USA*
Berna Devezer, Michigan State University, USA*
When consumers are exposed to multiple alphanumeric brand names (ABs) in a choice context, due to the mere-alignability of the
numbers (e.g., BMW 330i, 335i, Mercedes C350), the ABs function as meaningfully comparable quantitative information. Thus,
consumers trade them off against attributes and other competitor ABs, resulting in preference shifts.
3. Shape Matters: How Does Logo-Shape Inference Shape Consumer Judgments?
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Gerald J. Gorn, University of Hong Kong, Hong Kong*
Maria Galli, HKUST, Hong Kong
Amitava Chattopadhyay, INSEAD, Singapore
Four studies show that circular vs. angular brand logos can lead consumers to make inferences regarding the product’s “softness” or
“hardness.” These inferences impact both specific product attribute judgments and overall product evaluations. Inferences are outside
of consumers’ awareness and impact their expectations about the brand through a process of misattribution.
4. "Seeing" the Consumer-Brand Relationship: How Relative Physical Position Influences Relationship Perceptions
Xun (Irene) Huang, Chinese University of Hong Kong, Hong Kong*
Xiuping Li, National University of Singapore, Singapore*
Meng Zhang, Chinese University of Hong Kong, Hong Kong*
Consumers mentally represent different kinds of consumer-brand relationships (brands as leaders or friends) with different location
metaphors (up-distant or horizontal-close). In print ads, consumers’ brand evaluations are influenced by the match between the
promoted brand relationship and the physical position of the brand in relation to its customer.
75
4.12 Changing Identity
Room: Finback
Chair: Bernadette Kamleitner, University of Vienna, Austria
1. Seeking the Coherent Self: A Process of Alignment
Michal Carrington, LaTrobe University, Australia*
Benjamin Neville, University of Melbourne, Australia
Robin Canniford, University of Melbourne, Australia
Can a manageable sense of self-coherency co-exist with identity multiplicity and internal fragmentation? Through
immersive/interpretive research, we find multiplicity extends to higher-order life projects and themes, to fragmentation leading to an
unbearable sense of incoherent self, and to a compelling meta-life project of transformation towards a more coherent self.
2. Trajectories of the Self: A Phenomenological Study of Women’s Changing Faces Reflected in Cosmetics Consumption
Chihling Liu, University of Manchester, UK*
Debbie Keeling, University of Manchester, UK
Margaret Hogg, Lancaster University, UK*
The aim of this research is to provide a holistic understanding of changes in the issues of sense of self and how cosmetics consumption
is used to strategically reflect, protect and impact on the trajectories of the self over the lifetime.
3. Forced Transformation and Consumption Practices in Liquid Times
Andres Barrios, Lancaster University, UK and Universidad de los Andes, Colombia*
Laura Salciuviene, Lancaster University, UK
This paper proposes an alternative framework for understanding forced transformations and consumption practices. This framework
accounts for the uncertainty that accompanies such identity transformations, and the role of consumption practices during
transformation pathways. The study focuses on the homeless experience, where forced and uncertain events disrupt entire lives.
76
4.13 Consumption among Children and Adolescents
Room: Galiano
Chair: Aiste Grubliauskiene, KU Leuven, Belgium
1. Exposure to Food Temptation Improves Children's Resistance to Similar Food Temptations
Aiste Grubliauskiene, KU Leuven, Belgium*
Siegfried Dewitte, KU Leuven, Belgium
Luk Warlop, KU Leuven, Belgium and Norwegian Business School (BI), Norway
Two studies show pre-exposure to physically or symbolically presented temptation enhances self-regulation in children. Children who
had candy or were exposed to a chocolate photo later consumed less candy and looked longer at the healthy option, compared to
children who did not have any candy or saw the photo.
2. The Theory of Planned Behavior: A Meta-Analytic Review on its Applicability during Adolescence
Markus Blut, TU Dortmund University, Germany
Ulya Haenraets, TU Dortmund University, Germany*
Vera Scholz, TU Dortmund University, Germany
Focusing on personal changes during the period of adolescence, this research considers the impact of an individual’s age on the
efficacy of the theory of planned behavior (TPB). We show that the TPB can be applied and that the links in the model vary by stage
of development.
3. How Do Adolescents Define Consumer Vulnerability? Toward A Youth-Centric Approach
Wided Batat, University of Lyon 2, France*
This article provides a foundation for future TCR research on adolescents by adopting a youth-centric approach to analyze the
multiplicity of consumer vulnerability meanings within the youth subculture. Adolescents gain a sense of consumer vulnerability
within their subculture where they distinguish between “deliberate vulnerability” and “imposed vulnerability.”
4. "Happiness Ain’t Always Material Things" -- Or, Is It?
Lan Nguyen Chaplin, Villanova University, USA*
Tina M. Lowrey, University of Texas at San Antonio, USA
Kristin Trask, University of Texas at San Antonio, USA
Ayalla Ruvio, Temple University, USA
Is happiness linked more to objects or experiences for children and adolescents? Using interviews, collages, and a reaction-time task,
we show children (ages 3-12) prefer objects, whereas adolescents (ages 16-17) prefer experiences (like adults). We provide process
explanations for our findings using memory and theory-of-mind development.
77
4.14 Regulatory Focus and Fit
Room: Granville
Chair: Jelena Spanjol, University of Illinois at Chicago, USA
1. To Think or Not to Think: The Pros and Cons of Thought Suppression
Natalina Zlatevska, Bond University, Australia*
Elizabeth Cowley, University of Sydney, Australia
We investigate why suppressing thoughts about a failure results in poor consumption decisions. Although both mechanisms required
for thought suppression
affect consumption, we demonstrate that it is finding distracting thoughts, not the monitoring process itself,
that depletes self-regulatory resources. This means the depleting effect can be managed.
2. Unintended Effects of Implementation Intentions on Goal Pursuit Initiation vs. Persistence: Substitution and Acceleration
Jelena Spanjol, University of Illinois at Chicago, USA*
Leona Tam, University of Wollongong, Australia*
Jose Antonio Rosa, University of Wyoming, USA
This research develops new insights into implementation intentions' effects on goal striving initiation vs. persistence. Across three
studies, we identify and empirically explore two novel effects of implementation intentions under different conditions of regulatory fit
– namely substitution and acceleration effects.
3. The Impact of Goal (Non)attainment on Behavior through Changes in Regulatory Focus
Danielle Mantovani, Federal University of Parana, Brazil*
Paulo Prado, Federal University of Parana, Brazil
Eduardo B. Andrade, University of California, United States
Based on the regulatory fit phenomenon, we examine how (non)attainment of a particular goal can influence subsequent behavior
through changes in regulatory focus (experiments 1 and 2). Experiment 3 sheds light on the boundary conditions of this phenomenon,
and how emotions play a role in the process.
4. "My LV bag is a Counterfeit:" The Role of Regulatory Focus in Consumer Deceptive Behavior
So Hyun Bae, Nanyang Technological University, Singapore*
Sharon Ng, Nanyang Technological University, Singapore
Applying regulatory focus theory to consumers’ deceptive behavior, we suggest that regulatory focus is a key factor in understanding
consumers’ deceptive behavior in the context of counterfeit luxury brands. Across two studies, we demonstrate how the interaction
between regulatory focus and relationship status influences consumers’ deceptive behavior.
78
4.15 “Death and All His Friends:” The Role of Identity, Ritual, and Disposition in the
Consumption of Death
Room: Azure
Chair: Susan Dobscha, Bentley University, USA
Participants:
Jenna Drenten, John Carroll University, USA
Jeffrey Podoshen, Franklin and Marshall College, USA
Kent Drummond, University of Wyoming, USA
Dennis Rook, University of Southern California, USA
Terrance Gabel, University of Arkansas, Fort Smith, USA
Katherine Sredl, University of Notre Dame, USA
Christopher Hackley, Royal Holloway, University of London, Rungpaka Amy Tiwsakul, Durham University, UK
UK
Ekant Veer, University of Canterbury, NZ
Sidney Levy, University of Arizona, USA
Consumption plays an important role in death rituals, in identity formation of the dead, in the dying and the living who remain, and in
the way people dispose of their assets and other possessions. This roundtable brings together scholars interested in exploring the role
of death--both physical and social--in consumption.
79
4.16 Film Festival IV
1. Living Abroad and Coming Back to Brazil: Analysis of the Acculturation and Re-adaptation Process of Brazilian Consumers
Simone Vedana, UFRGS, Brazil*
Teniza da Silveira, UFRGS, Brazil*
This study investigates the effects of the consumer acculturation process during and after an experience of living abroad. The 21
consumers surveyed showed changes in eating habits, in purchase decision processes, in cultural identity, and in their satisfaction with
products and services in Brazil, among other results.
2. Arab Hospitality
Rana Sobh, University of Qatar, Qatar
We examine contemporary Arab Hospitality in Qatar and UAE at three levels: home hospitality, commercial hospitality, and
hospitality toward the foreigners who comprise the majority of the populations in both countries. We find that divergences in these
practices unify some and alienate others within Arab Gulf cultures.
Coffee Break
3:15-3:45p.m.
Session 5
3:45-5:00p.m.
80
5.1 Aging Consumers
Room: Junior B
Chair: Joan Ball, St. John’s University, USA
1. Improving Associative and Item Memory for Brands among Elderly Consumers
Praggyan Mohanty, Governors State University, IL*
S. (Ratti) Ratneshwar, University of Missouri, USA*
Moshe Naveh-Benjamin, University of Missouri, USA
Two studies examine the effects of aging on associative and item memory for brand information. Results show that more (vs. less)
meaningful brand logos and related (vs. unrelated) brand names and brand logos help improve recognition memory among elderly
consumers. Results also yield interesting differences between elderly and younger consumers.
2. Time and Context Dependencies in Consumer Behavior
Euehun Lee, Korea Advanced Institute of Science and Technology, South Korea
Anil Mathur, Hofstra University, USA
Choong Kwai Fatt, University of Malaya, Malaysia
George P. Moschis, Georgia State University, USA*
This paper presents the life-course paradigm as a means to study behavior over the course of one’s life. It uses data from a longitudinal
study to illustrate how this approach can overcome limitations of previous consumer research that attempts to study consumers over
time.
3. Remembering Better or Remembering Worse: Age Effects on False Memory
Priyali Rajagopal, Southern Methodist University, USA*
Nicole Montgomery, College of William & Mary, USA
While researchers focus on understanding the origins, characteristics and consequences of false memories, few studies focus on
variables that moderate false memories. In this paper, we examine one such variable – age. We find false memories are more
pronounced for younger adults as compared to older adults.
81
5.2 Judgment and Affect/Emotion
Room: Junior C
Chair: Michel Tuan Pham, Columbia University, USA
1. Growing with Love: Priming Attachment Security Enhances Exploratory Consumer Behaviors
Yuan-Yuan Li, KU Leuven, Belgium*
Sabrina Bruyneel, KU Leuven, Belgium
Luk Warlop, KU Leuven, Belgium and Norwegian Business School (BI), Norway
Four studies demonstrate that unobtrusively activating attachment security facilitates exploratory consumer behavior in adults.
Participants primed with attachment security sought variety in food choices (Study 1) and preferred financially risky options (Study 2
& 3). The effect was driven by optimism towards the environment and feelings of security (Study 4).
2. Uncertainty Increases People’s Reliance on Their Feelings
Ali Faraji-Rad, Columbia University, USA*
Michel Tuan Pham, Columbia University, USA
We propose that the feeling of uncertainty increases people’s reliance on their feelings. In four studies we show that when people feel
uncertain (vs. certain) they are more likely to choose more affectively-superior (vs. cognitively-superior) options. We rule out mood
regulation as an alternative explanation.
3. Sadder, But Not Wiser: The Myopia of Misery
Jennifer S. Lerner, Harvard University, USA
Ye Li, Columbia University, USA*
Three incentivized experiments test whether sadness increases impatience in intertemporal choices (consuming now vs. later). Results
reveal sadness increases impatience in intertemporal decisions even when it is irrelevant to the choice, but only when one of the
options provides immediate rewards. Thus, sadness makes people more “present-biased.”
4. Shifting Away From Discomfort: Managing Decision Difficulty through Emotion Regulation
Stephanie M. Carpenter, University of Michigan, USA*
J. Frank Yates, University of Michigan, USA
Stephanie D. Preston, University of Michigan, USA
Lydia Chen, University of Michigan, USA
Three studies examine whether shifting preferences and importance weights over time to be consistent with a choice-leaning (i.e.,
coherence shifting) is a strategy used to manage feelings of discomfort and physiological arousal. Results are consistent with our
model whereby coherence shifting resolves discomfort and decision difficulty.
82
5.3 Conflicted Choices: New Perspectives on Choice Conflict
Room: Junior D
Chair: Andrea Bonezzi, New York University, USA
1. When Two is Better than One: Polarization and Compromise in Unrestricted Choice
Andrea Bonezzi, New York University, USA*
Alexander Chernev, Northwestern University, USA
Aaron Brough, Pepperdine University, USA
When faced with decision conflict, consumers often choose compromise options. However, we find this action occurs when purchase
quantity is restricted to a single option. When purchase quantity is not restricted, consumers may resolve decision conflict by choosing
multiple extreme options.
2. By Tradeoff or by Criterion: Bottom-Up Construction of Constructive Decision Rules
Aner Sela, University of Florida, USA*
Itamar Simonson, Stanford University, USA
The construction of preferences often reflects decision rules that serve consumers’ information processing goals. Using the
compromise effect as a case study, we show that the choice between decision rules itself may be constructed, reflecting not top-down
information processing goals, but bottom-up influences such as attribute framing and transient mind-sets.
3. Blurring Similarities and Differences: The Role of Category Width on Salient Comparison Orientation
Selin Malkoc, Washington University, USA*
Gulden Ulkumen, University of Southern California, USA
We show that prior exposure to broad categories increases sensitivity to salient comparison focus (similarities or differences), whereas
exposure to narrow categories leads to consideration of both similarities and differences. Consequently, broad (but not narrow)
categorizers’ conflict, confidence and evaluations are influenced by the salient cues.
4. Choice Overload with Repeated Choice Exposures: The Role of Preference Retrieval and Variety
Simona Botti, London Business School, UK*
Sheena Iyengar, Columbia University, USA
Yangjie Gu, London Business School, UK
Research on the psychological conflicts underlying choice overload has investigated one-off choices, whereas consumers often
experience repeated choice exposures over time. We show that when consumers cannot retrieve their initial preferences, the choiceoverload effect reverses and choosing from smaller sets generates less decision confidence than choosing from larger sets.
83
5.4 Branding and Product Issues
Room: Pavilion A
Chair: Sonja Prokopec, ESSEC Business School, France
1. Decrease or Enhance? Assessment of the Effect of Shanzhai on the Original Products
Liangyan Wang, Shanghai Jiao Tong University, China*
Yitong Wang, Tsinghua University, China
Cornelia Pechmann, University of California, Irvine, USA
Drawing on general evaluability theory and the expectancy disconfirmation model of satisfaction, we investigate the positive and/or
negative effect of Shanzhai products on the original products, as well as the underlying mechanism that accounts for this effect
through lab and field experiments.
2. How Accidents Can Be Good for the Brand: The Role of Accident-Brand Stereotype Match and Self-Brand Congruity in User
Accidents
Tarje Gaustad, BI Norwegian Business School, Norway*
Jakob Utgård, BI Norwegian Business School, Norway
This research investigates how exposure to accidents caused by users influence brand evaluations. We find an interaction between
characteristics of the accident (stereotypical or non-stereotypical of the brand) and participants’ self-brand congruity. Following a
stereotypical accident, low brand-congruity participants decrease and high brand-congruity participants increase their brand
evaluations.
3. What Effect Does the Relationship Portfolio Have on Well Being? Comparing the Impact of Brand, Service, and Interpersonal
Relationships
Seung Hwan (Mark) Lee, Colorado State University, USA*
Allison Johnson, University of Western Ontario, Canada
Matthew Thomson, University of Western Ontario, Canada
Extensive psychological research suggests the quality and quantity of interpersonal relationships are linked with increased life
satisfaction and well-being. Using structural equation modeling, we show while consumer and service provider relationships increase
people’s well-being, person-brand relationships are associated with significantly diminished self-esteem and well-being.
4. Can Successful Brand Extensions Result in Brand Dilution? The Role of Desire Satiation in Luxury Brand Extensions
Vanessa Patrick, University of Houston, USA
Sonja Prokopec, ESSEC Business School, France*
How can some luxury brands successfully extend into different product categories/price points, while others experience brand
dilution? Two studies show that what determines whether a luxury brand is diluted by a successful brand extension is the extent to
which the extension satiates the consumer’s desire for the luxury brand experience.
84
5.5 How Corporate Social Responsibility Influences Consumers
Room: Pavilion B
Chair: John Peloza, Florida State University, USA
1. Is Corporate Social Responsibility Good For You? How Corporate-Level CSR Impacts Consumer Perceptions of Product-Level
Attributes
John Peloza, Florida State University, USA*
Christine Ye, Florida State University, USA
We posit that corporate-level CSR information impacts consumer perceptions of product performance through corporate reputations
for a concern for stakeholder well-being. Results across four studies demonstrate that inference-making by consumers leads to
mis-estimations of nutrition and safety in products marketed by firms with strong corporate-level CSR reputations.
2. Managing Charitable Giving: Cause Portfolio Dimensions and Their Impact on Stakeholder Evaluations
A. Meike Eilert, University of South Carolina, USA
Stefanie Rosen Robinson, North Carolina State University, USA*
Satish Jayachandran, University of South Carolina, USA
We investigate how a firm’s cause portfolio influences consumer evaluations of the firm. We show diverse portfolios are more likely
to lead to better performance when they are small vs. large. The firm’s perceived commitment to the causes mediates the relationship
between cause portfolio characteristics and firm performance.
3. Can Social Responsibility Backfire? The Role of Intentions in Times of Corporate Crisis
Katie Kelting, University of Arkansas, USA*
Adam Duhachek, University of Indiana, USA*
Durairaj Maheswaran, New York University, USA
This research shows that when a firm states a socially-motivated (vs. profit-driven) intention for decisions made prior to a corporate
crisis, consumer perceptions of the firm are driven by thoughts about what the firm did wrong and what the firm could have done to
prevent the crisis.
4. Is Less More When Communicating Sustainability? Consumer Response to Ambiguous vs. Detailed Sustainability Product
Labels
Rebecca Walker Naylor, Ohio State University, USA*
Remi Trudel, Boston University, USA*
We examine how consumers respond to different variations in detail on sustainability labels. We demonstrate that the consumer
response to sustainable products depends both on the level of detail in labeling and on consumers’ level of concern for the
environment. Our results have implications for marketers and public policy.
85
5.6 The Costs and Benefits of Consumer Labor
Room: Pavilion C
Chair: Daniel Mochon, Tulane University, USA
1. Labor or Leisure?
Christopher Hsee, University of Chicago, USA*
Do people optimally allocate time between labor and leisure? Do they over- or under-work? Using a minimalistic experimental
paradigm, we find people overwork, do so even at the cost of happiness, and are more likely to do so when earning rates are high vs.
low.
2. The Influence of Identity on Creative Outcomes
Kelly Herd, Indiana University, USA*
C. Page Moreau, University of Colorado-Boulder, USA
In three studies we show identity motives interact with input constraints to influence consumers’ evaluations of their own creative
outcomes. We demonstrate these findings using actual creative tasks in both structured (i.e., on-line customization toolkits) and
unstructured environments (i.e., drawing on a blank piece of paper).
3. Self-Customization Effects on Brand Extensions
Ulrike Kaiser, Vienna University of Economics and Business, Austria*
Chezy Ofir, Hebrew University of Jerusalem, Israel
Martin Schreier, Vienna University of Economics and Business, Austria
Past research shows self-customization delivers superior value to customers. This is the first study that explores effects of
self-customization on behaviors that go beyond the customized product. In particular, we explore customer brand-relationships
(conceptualized as brand attachment) and acceptance for non-customized brand extensions.
4. The IKEA Effect: Signaling and Restoring Feelings of Competence
Daniel Mochon, Tulane University, USA*
Michael Norton, Harvard Business School, USA
We argue that the IKEA effect—consumers’ willingness to pay more for self-made products—is driven by these products’ ability to
signal competence. We demonstrate that threatening consumers’ sense of competence increases their propensity to make things
themselves, while affirming their competence decreases the value they derive from their creations.
86
5.7 “Hell is Other People:” When Others Make Us Impulsive, Selfish and
Judgmental—and Factors that Help Us Fight This
Room: Pavilion D
Chair: Jin Youn, Northwestern University, USA
1. Mo’ Men, Mo’ Problems: Sex Ratio, Impulsive Spending, and Conspicuous Consumption
Vladas Griskevicius, University of Minnesota, USA*
Yajin Wang, University of Minnesota, USA
Andrew White, Arizona State University, USA
How does the ratio of men to women influence consumer behavior? We show that an abundance of men leads other men to become
more impulsive, save less, and borrow more. A scarcity of women also leads men to increase conspicuous consumption, including
spending more money on engagement rings.
2. The Green-Eyed Monster is Motivated: How Incidental Envy Triggers an Agentic Orientation
Jin Youn, Northwestern University, USA*
Kelly Goldsmith, Northwestern University, USA
Though consumers often experience envy, little is known about how the incidental activation of envy can affect unrelated decisions
and behaviors. We demonstrate that priming envy towards others triggers an agentic mindset, leading people to share less, work
harder, and engage more in conspicuous consumption.
3. (Secretly) Blowing out Candles to Make Ours Burn Brighter: The Relationship between Self-Esteem, Malicious Envy, and
Interpersonal Behaviors
Cait Lamberton, University of Pittsburgh, USA*
Kirk Kristofferson, University of British Columbia, Canada
We expect vanquished high self-esteem individuals to congratulate a winner graciously, while envy prompts low self-esteem
individuals to react bitterly or maliciously. Yet our findings challenge such intuitions, suggesting that high self-esteem people may be
overtly kinder to envied others, but engage in covert sabotage of envied individuals’ future success.
4. Do the Crime, Always Do the Time? Insights into Consumer-to-Consumer Punishment Decisions
Lily Lin, University of British Columbia, Canada*
This research examines consumers’ reactions toward other consumers who violate consumption norms by identifying the boundaries
to consumer punishment. We demonstrate that the behavior of other parties, adversities experienced by the norm violator, and
personal attributes possessed by the norm violator can contribute to the mitigation of punishment.
87
5.8 Consuming Luxury Goods
Room: Port Alberni
Chair: Youngseon Kim, University of Texas at San Antonio, USA
1. "Because I'm Worth It" - Luxury and the Construction of Consumers' Selves
Andrea Hemetsberger, University of Innsbruck, Austria*
Sylvia von Wallpach, University of Innsbruck, Austria*
Martina Bauer, University of Innsbruck, Austria*
This study investigates consumer experiences of luxury moments and how they relate to consumers’ selves. We find that luxury
moments revolve around multifaceted experiences of having (materialistic motivations), doing (activity-centered), being
(existentialist), and becoming (achievement-oriented). The findings broaden our perspective of luxury and illuminate related processes
of consumer self-construction.
2. From Luxury Counterfeits to Genuine Goods: Why Would Consumers Switch?
Anne-Flore Maman Larraufie, INSEEC & SemioConsult, France*
This paper tries to unwrap what would make consumers of fake luxury switch to genuine consumption. Discourse and structural
semiotic analyses of depth-interview data identify four types of consumers holding different consumption values of counterfeits in the
long run: the Lost Soul, the Puritan, the Cheater & the Excursionist. Three of these are ready to switch consumption, if provided with
identified necessary conditions, such as an exigency of quality, both in terms of product and of sales forces’ competencies; a retail
environment “smelling luxury” (quoted from one respondent); and a service experience without any flaw.
3. Powerlessness-Induced Compensatory Consumption: The Preference for Experiential vs. Material Luxury Products
Ayalla Ruvio, Temple University, USA*
David Dubois, INSEAD, France
Luxury products can either take the form of experiences (e.g., a vacation) or objects (e.g., a status car). Two experiments demonstrate
powerlessness leads to a higher willingness to pay for experiential-status products over material-status products, suggesting that
material-status products have greater compensatory value than experiential-status ones.
4. How Does Power Affect the Evaluations of Luxury Brand Extensions?
Youngseon Kim, Central Connecticut State University, USA*
Yinlong Zhang, University of Texas at San Antonio, USA
Powerful consumers prefer luxury brands with narrow (vs. broad) extensions more than powerless consumers.
This effect is
mediated by the association between narrow extensions and high status. Also, it is stronger when consumers are in a competitive (vs.
non-competitive) mindset, and when the consumption situation is public (vs. private).
88
5.9 The Egocentrist and the Stranger: Conditional Inference When Making Sense of
Others
Room: Port McNeill
Co-chairs: Julia Minson, University of Pennsylvania, USA
1. Conditional Projection: How Own Evaluations Impact Beliefs about Others Whose Choices Are Known
Yesim Orhun, University of Michigan, USA*
How do own ratings of choice options impact beliefs about others’ ratings, for others making either the same or the opposite choice?
Contrary to current false-consensus theories, we find a conditional-preference projection. That is, beliefs are based on the assumption
that others’ choices arose from corresponding preferences to one’s own.
2. ‘Tis Better to Give Than to Receive: Preference Estimates Conditioned on Own and Other’s Preferences
Andrew Gershoff, University of Texas at Austin, USA*
Susan Broniarczyk, University of Texas at Austin, USA
Three studies show consumers are more accurate when estimating the probability that others will like what they like (P(other+|self+)
compared to estimates of liking what others like (P(self+|other+). We show that how consumers categorize information about their
own preferences, others’ preferences, and attributes of the products drives these differences.
3. Estimating Central Tendencies: Dead Reckoning vs. Decomposition
Shane Frederick, Yale University, USA*
Judgments regarding aggregate quantities or group means – such as the number of pieces of sushi needed for a party can be “dead
reckoned” or imputed by eliciting by subsidiary judgments (e.g., How many people will come?; How many pieces will the typical
person eat?) I show that decomposition often reduces bias.
4. There is Such a Thing as a Stupid Question: Question Disclosure in Strategic Communication
Julia Minson, University of Pennsylvania, USA*
Nicole E. Ruedy, University of Washington, USA
Maurice E. Schweitzer, University of Pennsylvania, USA
We introduce and test the Question Disclosure Model – a new framework that organizes prior findings and makes predictions
regarding how questions reveal information. In line with the model, participants make inferences about a negotiation counterpart
based on the questions they receive, and these inferences affect their subsequent behavior.
89
5.10 Diverse Identities: Implications for Individual and Collective Decision Making
Room: Parksville
Chair: Soonkwan Hong, Michigan Technological University, USA
1. An Examination of Social Collective Decision-Making
Julie Tinson, University of Stirling, UK*
Peter Nuttall, University of Bath, UK*
This research investigates the under-researched phenomenon of adolescent social collective decision-making. Using longitudinal
qualitative methodology, we explore collective decisions made by high school prom organizing committees. We reveal influencing
strategies and approaches to manage and resolve conflict. We propose an original model that delineates the roles of intra- and inter
coalitions.
2. When Motherhood is too Hard to Face: Anti-Consumption in Difficult Pregnancy
Andrea Tonner, University of Strathclyde, UK*
This paper presents a narrative study of pregnancy, considering anti-consumption as instrumental to liminal identity. Focused upon
pregnancies at odds with “good motherhood.” I find avoiding consumption is central to managing women’s resultant “othered” state.
Thus, anti-consumption must be considered within conceptualizations of liminal symbolic consumption.
3. Living Diversity: Developing a Typology of Consumer Cultural Orientations in Culturally Diverse Marketplaces: Consequences
for Consumption
Eva Kipnis, Coventry Business School, UK*
Julie Emontspool, University of Southern Denmark*
Amanda J Broderick, University of Salford, UK
This paper demonstrates that in addition to uni-cultural (local, global or foreign/xenophilic) and bi-cultural orientations (glocal in
mainstream and host/origin in migrant groups) in previous research, consumers in culturally-diverse marketplaces develop other forms
of orientations, internalize multiple (more than two) cultures, and materialize this diversity through consumption.
4. Cyborg as Commodity: Exploring Conceptions of Self-Identity, Body and Citizenship within the Context of Emerging
Transplant Technologies
Ai-Ling Lai, University of Leicester, UK*
This paper explores how advances in transplant technologies shape conceptions of self-identity, embodiment and citizenship. Drawing
on the posthuman writing of Donna Haraway and through phenomenological interviews, I explore ambivalence towards the
commoditization of the cyborg-body, suggesting that biotechnology may potentially lead to a dystopian posthuman consumer society.
90
5.11 Compelling Consumer Contexts
Room: Orca
Chair: Nacima Ourahmoune, Reims Management School (RMS), France
1. Consuming “Media Trash:” When "Bad" Can Be "Good"
Bjoern Bohnenkamp, University of Muenster, Germany*
Caroline Wiertz, Cass Business School, UK
Thorsten Hennig-Thurau, University of Muenster, Germany
Using a multi-method approach, we explore the concept of “media trash” and investigate why consumers with different levels of
cultural capital seek the consumption of these particular media offerings, despite (or even because of) their questionable quality.
2. "Great Sleep" as a Form of Hedonic Consumption
Anu Valtonen, University of Lapland, Finland*
Johanna Moisander, Aalto University, Finland*
This paper focuses on sleeping as a practice of hedonic consumption. We work towards a novel theoretical perspective on sleep as a
culturally-regulated practice of enjoyment and a desirable state of being, culturally scripted and commodified in the marketplace, as
the pursuit of “great sleep.”
3. Cars for Sale! An Ethnography of the Collusion of Space and Consumption in Power and Agency Struggles
Helene de Burgh-Woodman, University of Notre Dame, Australia*
This paper interprets spaces where cars for sale have sprung up on roadsides on the Central Coast Australia. These impromptu car
yards are significant in that they provide insight for theorization of public space and consumption as collusive forces that contend and
contest authority power structures.
4. Marketplace Performances in Emerging Economies: Eliciting the Asymmetric Interactions between Service Providers and
Western Tourists
Nacima Ourahmoune, Reims Management School (RMS), France*
While tourism is presented as virtuous for the developing countries in general, I argue here that it participates in generating and
maintaining social exclusion, gender asymmetry and ethnic tensions. An ethnographic inquiry into Punta Cana’s All-inclusive resort
hotels in the Dominican Republic allows for interpretation of the disciplinary policies implemented by the transnational tourism
industry that impedes cultural hybridity. A spatio-temporal analysis of the resort scripts accounts for vivid tensions among the
different set of actors related to this transnational space.
91
5.12 Embodied Cognition
Room: Finback
Chair: Maggie Geuens, Ghent University and Vlerick Leuven Gent Management School, Belgium
1. On Higher Ground: Moral Thinking Leads to Abstract Processing
Eugene Chan, University of Toronto, Canada*
Eunice Kim Cho, University of Toronto, Canada
We often describe people who do the “right” thing as existing “on the moral high ground.” Do such people see their world from a
higher distance? Four experiments find moral thinking leads to abstract processing. This research contributes to the understanding of
morality from an embodied-cognition perspective.
2. Immersion in a New Commercial Virtual Environment: The Role of the Avatar in the Appropriation Process
Ingrid Poncin, SKEMA - Univ Lille Nord de France, France*
Marion Garnier, SKEMA - Univ Lille Nord de France, France
This research tackles the appropriation process leading to immersion in the context of a new virtual environment, and the role an
avatar can play to favor immersion by allowing embodiment, as our analysis links it to each appropriation step. Furthermore, we
observe this relationship over time.
3. Regulating Consumer Behavior by Refraining From Action
Anneleen Van Kerckhove, Ghent University, Belgium*
Three studies show refraining from engaging in approach or avoidance behavior is embodied and reverses effects ascribed to engaging
in approach/avoidance motor actions. Refraining from bodily action influences evaluations of consumer goods, and preferences for
vice and insurance products in opposite directions, vs. engaging in approach/avoidance behavior.
4. A Weight on Your Shoulders Makes You Pull Your Weight
Minkyung Koo, University of Illinois at Urbana-Champaign, USA*
Mina Kwon, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
Consistent with the metaphor “weight on the shoulders,” both physically experiencing and imagining heavy (vs. light) weight on one’s
shoulders increases one’s willingness to contribute to a team effort. We observe this phenomenon only when weight is carried on the
shoulders, not on the arm, supporting the role of metaphorical thinking.
92
5.13 Survey and Individual Difference Issues
Room: Galiano
Chair: Benjamin Voyer, ESCP Europe, UK
1. Using Construal-Level Theory to Deter Social Desirability Responding
Scott Wright, Providence College, USA*
Socially-sensitive issues have a tendency to elicit social desirability responding (SDR). Across three studies, we apply construal- level
theory to attenuate SDR. We find increasing construal levels successfully attenuates SDR within surveys and consumer choices.
Impression management mediates this effect.
2. Dispositional Greed: Scale Development and Validation
Goedele Krekels, Ghent University, Belgium*
Bert Weijters, Vlerick Leuven Gent Management School, Belgium
Greed is considered a fundamental motive for actions in a materialistic lifestyle. However, no research has investigated causes and
consequences of greed. The current research constructed a valid and reliable nine-item dispositional greed scale, including three
reversed items. We further find greed to be related to, yet different from, materialism.
3. Influenced by the Context: The Role of Thinking Systems in the Use of Contextual Cues
Ryan Rahinel, University of Minnesota, USA*
Rohini Ahluwalia, University of Minnesota, USA
In three studies, we use Cognitive-Experiential Self-Theory (CEST) to understand how individual differences in experiential and
rational thinking lead to decisions that are influenced by the decision context.
4. The Individual Propensity to Take a Smell at Products
Monika Koller, WU Vienna, Austria*
Thomas Salzberger, WU Vienna, Austria
Alexander Zauner, WU Vienna, Austria
Arne Floh, University of Surrey, UK
Maria Sääksjärvi, Delft University of Technology, The Netherlands
Hendrik Schifferstein, Delft University of Technology, The Netherlands
“Need for Smell” (NFS) refers to an individual’s propensity to obtain olfactory information in purchase decision-making. Qualitative
investigations as well as psychometric analyses based on the Rasch measurement model provide evidence for a three-dimensional
structure of NFS. Further directions for the development of a NFS scale are provided.
93
5.14 Persuasion I
Room: Granville
Chair: Nora Moran, Virginia Tech, USA
1. The Ironic Effect of Excuses on Consumer Perceptions
Elise Chandon Ince, Virginia Tech, USA
Nora Moran, Virginia Tech, USA*
We study the role of a noncontroversial service recovery strategy–providing an excuse–and show excuses decrease satisfaction after
minor failures. We also identify the underlying process, and delineate boundary conditions.
2. I Don’t Need an Agreement on My Conflicting Shopping Behaviors: Multiple Selves and Consumption in Japan
Satoko Suzuki, Kyoto University, Japan*
Akutsu Satoshi, Hitotsubashi University, Japan
This paper explores multiple selves and their conflicting shopping behaviors among East Asians. We employ dialectical-thinking
theory to understand cultural differences towards contradictions. The findings from 28 depth-interviews in Japan illustrate that East
Asians, contrary to Westerners, do not feel a need to find an agreement on their conflicting behaviors.
3. Negative Consumption Episodes, Counterfactuals and Persuasion
Kai-Yu Wang, Brock University, Canada*
Xiaojing Yang, University of Wisconsin-Milwaukee, USA
Shailendra Jain, University of Washington, USA
We examine whether a counterfactual mindset evoked by a negative consumption episode may influence information processing and
persuasion in subsequent consumption contexts. The results show that when presented with comparative ads, counterfactual thinking
respondents (vs. control respondents) generate higher evaluations. We observe reverse effects when participants view
non-comparative ads.
4. Effects of Narrative Transportation on Persuasion: A Meta-Analysis
Tom van Laer, ESCP Europe, United Kingdom*
Martin Wetzels, Maastricht University, The Netherlands
This meta-analytic review covers a decade of research on the transportation–persuasion relationship. Transportation occurs when
consumers mentally enter a world evoked by a narrative. We find story topic familiarity and transportability are the greatest
moderators of transportation. These findings spotlight the importance of the consumer in the narrative persuasion process.
94
5.15 Reading the Mind of the Consumer: Promises and Challenges of Predictive Methods
in Consumer Neuroscience
Room: Azure
Chair: Ming Hsu, University of California, Berkeley
Participants:
Ming Hsu, University of California Berkeley, USA
Monica Wadhwa, INSEAD, France
Uma Karmarkar, Harvard Business School, USA
Karim Kassam, Carnegie Mellon, USA
Drazen Prelec, MIT, USA
Tom Meyvis, New York University, USA
William Hedgcock, University of Iowa, USA
Hilke Plassmann, INSEAD, France
Adam Craig, University of South Florida, USA
Akshay Rao, University of Minnesota, USA
Mili Milosavljevic, Stanford University, USA
Angelika Dimoka, Temple University, USA
Recent advances in our understanding of the brain suggest we may be able to use neuroscientific data to predict consumers’ attitudes
and behavior. This roundtable discusses the promises and challenges of using techniques widely described in the popular press as
“mind-reading,” and their implications for theories of consumer behavior.
95
5.16 Film Festival V
1. Spaces and Temporarility
Elina Koivisto, Aalto University, Finland
Pekka Mattila, Aalto University, Finland
Anastasia Seregina, Aalto University, Finland
In this video, we adapt the radical humanist non-representational perspective in order to bring about new ways of thinking and to
question both the conventional social constructivist perspective and what video can epistemologically express as a spatio-temporally
situated medium.
2. Labour of Love: Reforging Community Ownership and Identity
Matthew Alexander, University of Strathclyde, UK*
Kathy Hamilton, University of Strathclyde, UK
This film focuses on consumer adoption of train stations and demonstrates how local communities can work with market forces to
retain a sense of place through environment enhancements. In contrast to guerrilla community activity studies, we demonstrate how
firm involvement can legitimize community actors and co-create mutual benefits.
3. Fear and Flow: Climbing the Bugaboos, British Columbia
Tommy Chandler, Backcountry.com, Utah, USA
Jeff Foreman, North Georgia College and State University, USA*
Aditi Grover, Plymouth State University, USA*
Karen Hood, University of Arkansas at Little Rock, USA*
Rock climbing is often featured as a metaphoric illustration in business instructional and inspirational materials. As in business, rock
climbing involves a balance of flow and fear. We capture the combination of the two in our short video exploring rock climbers doing
what they love in the Bugaboos, British Columbia.
Journal of Consumer Research ERB Reception (By Invitation)
4:30-5:30p.m.
Journal of Consumer Research ERB Business Meeting (By Invitation)
5:30-6:30p.m.
Reception / Poster Session
Sponsor: Journal of Marketing Research
6:00-8:00p.m.
Grand Ballroom
96
POSTERS
1. Better Together or Alone? Joint vs. Individual Goal Pursuit
Lauren Trabold, Baruch College/CUNY, USA*
Stephen Gould, Baruch College/CUNY, USA
We examine the commonly held lay theory that pursuing a goal with a partner will have a positive influence on goal pursuit. We aim
to establish whether collaborating with someone with the same goal positively influences perceptions of the goal, and also examine its
objective effect on goal progress.
2. Planning to Fail? The Role of Implementation Intentions in Emotional Responses to Goal Failures
Jason Stornelli, University of Michigan, USA*
J. Frank Yates, University of Michigan, USA
We explore the role of planning in emotional responses to goal failure and demonstrate that forming detailed implementation plans
makes post-failure regret more likely and intense. Further, we show this process is associated with subjective feelings of closeness to
the desired outcome, independent of the objective distance to the goal.
3. Knowing What I Want: Alignability, Attentional Focus, and the Identification of Consumption Goals
Michael Hair, Georgia Institute of Technology, USA*
Samuel Bond, Georgia Institute of Technology, USA
Our research addresses the direct benefits of goal identification on decision outcomes. In three studies, we demonstrate how conscious
consideration of one’s consumption can be beneficial or harmful. We explore the effects when non-alignable attributes are the basis
for choice, or when goal-relevant attributes have limited influence on decision quality.
4. Lay Theories in Consumer Goal Setting and Striving: The Case of Weight Loss
Mariam Beruchashvili, California State University, Northridge, USA*
Risto Moisio, California State University. Long Beach, USA*
James Gentry, University of Nebraska-Lincoln, USA
Although consumer goals and lay theories have been examined separately in prior research, no studies investigate whether implicit
theories of personality influence the goals consumers set and how they strive to attain those goals. In the context of Weight Watchers,
we address this theoretical oversight.
5. From Apples to Alcopops: The Forbidden Fruit Effect on Supersized Alcoholic Beverages
Cassandra Davis, University of Arkansas, USA*
Elizabeth Howlett, University of Arkansas, USA
The increasingly dangerous consequences of alcopops have led policy makers and health advocates to champion warning labels and
restrictions for these products. This research examines the potential consequences of these actions and posits that these regulations will
create a forbidden-fruit effect, such that consumers will find alcopops more desirable.
97
6. Knowing When to Assimilate and When to Contrast: Self-Control and the Influence of Contextual Order
Scott Davis, Texas A&M University, USA*
We explore the role of self-control in consumption contexts where assimilation and contrast effects emerge. This research reveals that
the presentation order of food stimuli (healthy vs. indulgent or ambiguous) has a striking impact on both consumer evaluations of
healthiness and the amount consumed.
7. All Things Considered: When the Budgeting Process Promotes Consumers’ Savings
Min Jung Kim, Texas A&M University, USA*
Haipeng (Allan) Chen, Texas A&M University, USA
We examine when the budgeting process can promote consumers’ savings. Results show that when consumers consider spending and
savings goals to the same extent, the budgeting process makes them perceive savings goals as being more important, which in turn
increases the amount of money saved.
8. Save the Best for the Last? Only When We Have Unfavorable Outcomes
Min Liu, University of Texas at San Antonio, USA*
L. J. Shrum, University of Texas at San Antonio, USA
Previous research suggests that people tend to save the best for the last in making sequential choices. Two experiments test whether
sequence preferences depend on the valence of the outcomes. The results show that when both outcomes are favorable, people prefer a
declining sequence, and choose the best outcome first.
9. Implementation Intentions as Self-Regulation Tool for Low- and High-Level Impulsive Buyers: A Behavioral and
Neurophysiological Investigation
Isabella Kopton, Zeppelin University, Germany*
Bruno Preilowski, Zeppelin University, Germany
Peter Kenning, Zeppelin University, Germany
In postmodern societies, impulsive buying has become increasingly prevalent and can even transition to pathological compulsive
buying with negative consequences on consumers’ well-being. This paper analyses the effectiveness of self-regulatory implementation
intentions to control impulsive buying behavior. Results suggest that implementation intentions are a valuable tool for decreasing
impulsive buying tendencies.
10. Joe vs. joe: Turning to One’s Partner vs. Favorite Product in Emotion Regulation
Danielle J. Brick, Duke University, USA*
Hannah Honey, Duke University, USA
Grainne Fitzsimons, Duke University, USA
We compare negative emotion regulation strategies of support from partner vs. the consumption of a favorite beverage. When the
negative emotion is irritation (vs. sadness or anxiety) a larger number turn to their product. Furthermore, those who imagine product
consumption (vs. partner support) in the irritation condition report more reduced feelings of irritation.
98
11. The Influence of Social Relationships on Self-regulatory Focus in Buying for Others
Huimin Xu, The Sage Colleges, USA*
Ada Leung, Pennsylvania State University Berks, USA*
Cuiping Chen, University of Ontario Institute of Technology, Canada
Existing research often treats self-regulatory focus as a situational variable that can be made temporarily salient by task framing. Our
research posits self-regulatory focus as an inherent characteristic of social relationships. Making purchase decisions for a particular
social tie elicits a certain self-regulatory focus.
12. When Self-Serving Does Not Serve the Self: The Role of Serving-Style in Food Consumption
Anna Linda Hagen, University of Michigan, USA*
Aradhna Krishna, University of Michigan, USA
Consumers increasingly consume food that is prepared and served by others. Three studies establish that self-serving a chosen food
(re)instigates feelings of responsibility for the food, that consumers assume responsibility in a self-serving manner depending on the
food’s health-value, and that health-value and serving-style together shape consumers’ self-conscious feelings after consumption.
13. When Do Consumers Compromise on Calories? Exploring the Attraction and Compromise Effects in Food Choice
Ryall Carroll, St. John's University, USA*
Beth Valen, Fordham University, USA
Prior research shows that providing calorie information on menus leads to changes in consumer choice. We explore whether attraction
and compromise effects occur when consumers are presented with calorie information on menus.
14. Changing Implicit Beliefs through Advertising: Exploring One of the Origins of the “Unhealthy=Tasty” Intuition
Carolina Werle, Grenoble École de Management, France
Olivier Trendel, Grenoble École de Management, France*
Unhealthy foods are implicitly associated with good taste and this intuition influences taste perceptions, favoring the consumption of
unhealthy options and contributing to obesity epidemics. In two studies we show that this intuition is culture dependent and that
advertising images can change the implicit belief in the intuition.
15. Toward a Gender-Specific Emotional Eating Model: The Role of Self-Esteem and Emotional Intelligence
Paula C. Peter, San Diego State University, USA*
Sukumarakurup Krishnakumar, North Dakota State University, USA*
With a first empirical study, we show that males are more susceptible to emotional eating when their self-esteem and emotional
intelligence (EI) are low. These findings provide initial support for a gender-specific emotional eating model, where males might
benefit from an EI-specific intervention in order to reduce emotional eating.
99
16. The Effect of Pictorial Cues of Food on Restrained vs. Unrestrained Eaters
Nguyen Pham, Arizona State University, USA*
Maureen (Mimi) Morrin, Rutgers University, USA
May Lwin, Nanyang Technological University, Singapore
Melissa Bublitz, University of Wisconsin Oshkosh, USA
This research represents a preliminary exploration of how exposure to highly craved but forbidden food pictures impacts hunger and
guilt among restrained and unrestrained eaters, providing insight into the mechanisms associated with overeating via abandonment of
long-term health goals.
17. Ironic Effects of Food Commercials: When More Food-Related Mental Images Make You Eat Less
Carolina O.C. Werle, Grenoble École de Management, France
Mia Birau, Grenoble École de Management, France*
Food ads allowing imagining high-caloric foods consumption may increase feelings of fatness, characterizing the thought-shape fusion
(TSF) phenomenon. Study 1 shows that a food advertisement inducing TSF increases food restriction intentions. Study 2 explores the
TSF mechanism and shows that a high imagery-evoking food advertisement reduces subsequent food consumption.
18. Consumers’ Alternative Dietary Lifestyles – A Narrative Approach
Anniina Luukkonen, Aalto University, Finland
Ilona Mikkonen, Aalto University, Finland*
Elina Koivisto, Aalto University, Finland*
The present study reports preliminary findings from a project on consumers’ alternative dietary choices. It takes a narrative approach
to explore how consumers make sense of their decision to reject official nutrition recommendations, and why they choose to fo llow a
diet not generally accepted as healthy.
19. Happy Fat or Staying Thin? Evolutionary Motives Underlying Consumer Food Choice
Rob Richerson, University of Kentucky, USA*
Virginie Lopez-Kidwell, University of Kentucky, USA
We propose a new perspective for understanding healthy eating that explores social factors and the underlying evolutionary motives
that influence eating behaviors. Specifically, we explore how evolutionary motives for affiliation in social groups and mate retention
in personal relationships drive consumers to match the unhealthy or healthy eating styles of others.
20. Food in Motion
Michael Giblin, University at Buffalo, USA*
Aner Tal, Cornell University, USA
The current research examines the implications of product motion on consumer evaluations of attributes such as weight and overall
appeal. We argue and demonstrate that a product shown moving will be evaluated more favorably. These effects might be due to
associations of freshness with movement.
100
21. Oh Dear, I’m So Confused: Cognitive and Affective Coping Strategies to Deal with Consumer Confusion in the Food Market
Inga Wobker, Zeppelin University, Germany*
In complex markets, poorly-informed consumers use different strategies to reduce information asymmetries. They may use cognitive
mechanisms such as screening to acquire information and affective mechanisms such as trust for complexity reduction. This paper
presents an analysis of these strategies in food distribution. Results suggest consumers with affective strategies use less cognitive
coping.
22. It’s Not Just Numbers: Nutrition Information Disclosure is Perceived as a Social Identity Threat by French Consumers
Pierrick Gomez, Reims Management School and Université Paris Dauphine, France*
This research examines whether nutrition information disclosure can threaten the national identity of French consumers. Results of an
experiment reveal that nutrition information disclosure impairs information processing of participants for whom French identity is
made salient. Two additional experiments will investigate the influence of social identity threat induced by nutrition information
disclosure on dietary choices.
23. When Dieting in Your Mind Brings into Cake in Your Mouth
Jiah Yoo, Yonsei University, South Korea*
Youngwoo Sohn, Yonsei University, South Korea
This study examines whether activating a dieting goal in the mind can induce a potential problem in regulating eating behaviors. The
results reveal that for consumers who see themselves as unsuccessful dieters, activating dieting goals in their minds actually increases
the desire to consume tempting foods, compared to consumers in the neutral condition.
24. Self-Construal and Self-Affirmation Effects in Effortful Customer Experiences
Prakash Das, University of Calgary, Canada*
James Agarwal, University of Calgary, Canada
Across two studies, we show that primed self-construals have differential effects on company and self attributions, and judgments
about the effortful tasks. In difficult tasks, those primed with an independent self-construal blame the company more than those
primed with an interdependent self-construal. Further, self-affirmation moderates these effects more for independents than
interdependents, suggesting self-affirmation produces greater self-threat reduction for the former compared to the latter.
25. The Persuasiveness of Abstract vs. Concrete Language in Commercial and Non-Commercial Settings
Peeter Verlegh, University of Amsterdam, The Netherlands*
The present studies examine how the impact of language on persuasiveness is moderated by the context in which the language is used.
We focus on one particular aspect of language (language abstraction), and show how its impact differs between non-commercial
contexts like word of mouth, and commercial contexts like advertising.
26. Better in the (Near) Future: Biased Temporal Conceptions of Team Identification
Jesse S. King, Oregon State University, Cascades, USA*
Colleen C. Bee, Oregon State University, Cascades, USA*
The current research investigates temporal self and other biases among fans’ evaluations of sports teams. Our findings suggest that
fans appreciate a home team more for their future potential than for what they have been in the past. Additionally, our results
demonstrate an increased optimism for one’s own team.
101
27. The Moderating Role of Construal Level on Effectiveness of Purchase-Contingent Donations
Nara Youn, Hongik University, South Korea*
Yun Lee, Virginia State University, USA*
We document that the effectiveness of purchase-contingent donations moderated by customers’ construal level differs by product type.
Specifically, abstract thinkers evaluate the product more favorably when the donation is linked with a hedonic product, and the guilt of
consuming the hedonic product is alleviated significantly more for abstract thinkers than concrete thinkers.
28. Activating Multiple Facets of the Self: Identity-Signaling and Brand Personality
Marilyn Giroux, Concordia University, Canada*
Bianca Grohmann, Concordia University, Canada
Frank Pons, Université Laval, Canada
Using a multi-method approach consisting of qualitative and quantitative studies, the authors examine the impact of identity salience
on preferences for the different dimensions of brand personality. Results from those studies demonstrate that consumers’ motivations
to express parts of their identities influence their preferences for brands.
29. Impression Management Practices of Stigma Conscious Communities: The Case of an Online Pro-Smoking Forum
Navin Bahl, University of Hawaii, USA*
Namita Bhatnagar, University of Manitoba, Canada
Rajesh V. Manchanda, University of Manitoba, Canada
Anne Lavack, Kwantlen Polytechnic University, Canada
We integrate literatures from consumption communities, stigmatization, and tobacco control to understand how smokers engage in
impression-management practices to counteract stigma. Results of a netnography unearth impression- management practices (namely,
enabling, compromising, and curing) inherent within an online pro-smoking community. We propose implications for theory and
practice.
30. Putting Myself in your Shoes: The Role of Identification in Persuasion
Anne Hamby, Virginia Tech, USA*
Meghan Pierce, Pontificia Universidad Católica de Chile, Chile*
Kim Daniloski, University of Scranton, USA*
While source characteristics contribute to persuasion in informational messages, identification with characters is more influential in a
narrative context. The results of two studies indicate that level of identification with an author has a positive impact on attitude toward
the focal subject in the narrative context.
31. Self-Construal as a Cultural Mindset and its Relevance for Automatic Social Behavior
Geetanjali Saluja, HKUST, Hong Kong*
Rashmi Adaval, HKUST, Hong Kong
Past research has looked at how a context cues cultural mindsets. These mindsets, in turn, trigger cognitive procedures that help
collectivists connect and integrate, and individualists pull apart and separate. This paper explores how such cognitive procedures
impact automatic social behavior upon exposure to a member of a social category.
102
32. Self-Construal Moderates the Effect of Fear of Failure on Donation Likelihood
Lale Okyay-Ata, Koç University, Turkey*
Baler Bilgin, Koç University, Turkey
Zeynep Gürhan-Canli, Koç University, Turkey
This research shows that self-construal moderates the effect of fear of failure on donation likelihood. An independent self-construal
decreases and an interdependent self- construal increases donation likelihood. The effects are expected to be mediated by the
perceived distance from others, via perceived uncertainty and loss of control.
33. Dynamic Co-Creation: Moving Beyond Foucault to Understand the Ideological Field of Parenting
Alexander S. Rose, University of Arkansas, USA*
Robin L. Soster, University of Arkansas, USA
Kelly Tian, University of Wyoming, USA
Randall L. Rose, University of South Carolina, USA
Data from eight depth interviews reveal a dynamic formation process of parental ideology, contrasting sharply with previous
mechanistic conceptualizations. The hegemonic discourse of therapeutic culture commodifies familial relations and parental
know-how, bringing the parent-child relationship into the market. Both endorsements of, and resistance to, the discourse grant it
legitimacy.
34. Children’s Preferences of Package Design
Dan Zhang, City University of New York, USA*
James Hunt, Temple University, USA
Anthony Di Benedetto, Temple University, USA
Richard Lancioni, Temple University, USA
This research explores children’s preferences of package design on shape (straight or rounded), figurativeness, and complexit y.
Analysis of data from 766 children 3-12 years of age reveals children generally prefer rounded package shapes and realistic, figurative
package designs. Furthermore, preferences for complex package shapes increase with age.
35. Innovation for Your Parents? The Impact of Lay Theories of Innovativeness on Upward Intergenerational Gift Giving
Jianping Liang, Sun Yat-sen University, China*
Hongyan Jiang, China University of Mining & Technology, China
Little work explicitly considers the determinant factors for adult offspring acting as innovation influences on their parents. This paper
investigates an ignored but important phenomenon; i.e., upward intergenerational gift giving of innovation, and examines the interplay
of two dimensions of lay theories of innovativeness. We offer counterintuitive results.
36. Who Spend More on Children’s Education: “I” or “We”?
Lingjiang Tu, University of Texas at San Antonio, USA*
Yinlong Zhang, University of Texas at San Antonio, USA
Three studies show that interdependent self-construal induces more parental education spending than independent self-construal, and
this effect is reversed when parent’s feeling of failure is primed. Furthermore, the moderating role of failure on a self-construal effect
is mediated by parental identity salience.
103
37. Ethno-Culturally Diverse Social Ecosystems
Esi Abbam Elliot, University of Illinois at Chicago, USA*
Joseph Cherian, University of Illinois at Chicago, USA
This study seeks to explore how cultural diversity influences social networking behaviors in consumer communities. We administer a
survey to various racial groups in five communities in the Lake County district in Chicago. The findings demonstrate cultural diversity
in dynamic social networks -- a phenomenon we name ethno-culturally diverse social ecosystems (EDSO).
38. Cultural Identity and Brand Relationships: Negotiating Brand Meanings in a New Cultural Context
Anna Jansson Vredeveld, University of Connecticut, USA*
Robin A. Coulter, University of Connecticut, USA*
As consumers move across geographic spaces, they encounter culturally and contextually dependent meanings of brands. Findings
from semi-structured interviews with nineteen sojourn consumers provide insights into how these consumers interpret brand meanings
across cultures. We explore the implications of consistent and incongruent brand meanings for new and existing brand relationships.
39. Style Reimagined: Exploring Fashion and Identity among South African Smarteez
Kevin Thomas, University of Texas at Austin, USA*
Guillaume Johnson, University of the Witwatersrand, South Africa
Marike Venter, University of the Witwatersrand, South Africa
Kristin Stewart, University of Texas at Austin, USA*
This paper explores style and identity among the Smarteez, a youth subculture in South Africa. Using several ethnographic techniques,
we demonstrate that the Smarteez use elements of style to reify nonconformist aspects of self, aid in the performativity of identity
factors, and promote a uniquely cosmopolitan worldview.
40. A Cross-Cultural Comparison of the Impact of Consumers’ Conspicuous Consumption Orientation on Brand Attitude and
Purchase Intention
Xia (Linda) Liu, Louisiana State University, USA*
Alvin C. Burns, Louisiana State University, USA*
HongYan Yu, Sun Yat-Sen University, China
This research compares the impact of conspicuous consumption orientation on brand attitude and purchase intention across
individualistic and collectivistic cultures.
41. Does Accent Matter? The Impact of Ethnic Similarity and Product Congruence on Spokesperson Credibility and Purchase
Intention
Aarti Ivanic, University of San Diego, USA*
Kenneth Bates, University of San Diego, USA*
T. Somasundaram, University of San Diego, USA*
This research examines whether and when firms should use accented spokespersons in radio ads. A 2 x 2 between-subjects experiment
finds spokespeople are evaluated more positively and have greater perceived credibility when there is high listener-spokesperson
similarity. Purchase likelihood is highest when there is high listener-spokesperson similarity and spokesperson-product congruence.
104
42. Acculturation, Brand Personality and Brand Preferences
Umut Kubat, University of Pittsburgh, USA*
Vanitha Swaminathan, University of Pittsburgh, USA
The present research examines the relationship between acculturation, brand personality and brand preferences, in the context of
bilingual advertising. We hypothesize that biculturals will not demonstrate a strong affinity to any particular brand. We further test
how bilingual advertising can enhance biculturals' brand preferences, and how brand personality moderates this relationship.
43. Decoding B2C E-Commerce: The Invisible Hand of National Culture
Lei Song, Drexel University, USA*
Srinivasan Swaminathan, Drexel University, USA
Rolph E. Anderson, Drexel University, USA
Lab experiment reveals significant differences between Chinese and U.S. consumers in their reactions to deviations between the actual
service delivered and the service level promised. We find that Chinese consumers exhibit more tolerance to negative disconfirmation,
and less reactions to positive disconfirmation than U.S. consumers.
44. Disentangling Two Types of Country of Origin: The Interactive Effects of Brand Origin and Product Origin on Persuasion
Sangwon Lee, Ball State University, USA*
Xin He, University of Central Florida, USA
This research examines the joint effects of brand origin and product origin on persuasion. Through two experiments, we show that
brand origin moderates the effect of product origin on consumer attitudes. Further, we demonstrate the mechanism underlying the
interactive effects of brand origin and product origin through consumer involvement.
45. Exposure to Chicken-Abuse Images Has More Impact than that of Cows on Targeted Meat Consumption among a Sample of
Japanese Consumers
Douglas Trelfa, Tamagawa University, Japan*
Carolina O.C. Werle, Grenoble École de Management, France
This research examines denial and meat preferences among Japanese consumers exposed to disturbing images of animal abuse on
factory farms. Findings suggest that consumers react differently to targeted animal products (chicken vs. beef) and may even increase
consumption of targeted meat after viewing these images.
46. Gender Identity Politics and Consumption: Mobilizing Scottish Masculinities through Relational Consumption Practices
Wendy Hein, University of London, UK*
Invigorated by recent debates about nationalism in consumer research, this paper presents findings from an ethnographic study that
explored young Scottish male consumers. Depicting participants’ mobilizations and manifestations of national identifications through
gendered consumption, it seeks to contribute to an understanding of how gender relations interact with identity politics.
47. Constructing Ethnic Identity through Mealtime Rituals and Practices
Amandeep Takhar, University of Bedfordshire, UK*
Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa
This research examines the significance of mealtime rituals and food consumption practices in constructing individual ethnic identity.
Using the third generation of the British Sikh community as the research context, I seek to understand how the acculturative and
re-acculturative characteristics of meal time rituals impact their individual identity projects.
105
48. Hey Y'all: Exporting Southern Food Culture, Implications for Brand Meaning and Local Consumer Identity
Catherine Coleman, Texas Christian University, USA*
Through in-depth interviews and archival data, this research uses an interpretive case method at the intersection of food meaning,
cultural identity, person branding and authenticity to examine the meanings ascribed to brand, community and self by local
communities when their identity is exported globally through cultural brands.
49. The Making of an Everyday Concubine: Accounting for Simultaneous Love of Modernity and the Recently (Re)-Discovered
Ottoman Heritage
Cagri Yalkin, Kadir Has University, Turkey*
The aim of this paper is to explore how Turkish female consumers negotiate opposing ideologies in soap operas. Self-identified
secular consumers are interviewed about the Ottoman-era based soap-opera Muhtesem Yuzyil. I identify empowered female characters
as embodying the modernist ideal. Furthermore, consumers experience guilty pleasure when watching the sexualized Ottoman harem
as it opposes the Islamist ideal.
50. Power over When: If Time is Human, Humans Act When They Want
Ashwani Monga, University of South Carolina, USA
In this research, we explore the humanness of time and demonstrate that consumers can exhibit a "power over when." Specifically,
when time is perceived to be human, high-power (vs. low-power) individuals perceive a power over when to do something, and show
little concern for the time dimension of intertemporal options.
51. Gifting Lightly When Feeling Powerful: Self-Construal, Power, and Gifting Anxiety
Fang Wan, University of Manitoba, Canada*
Mehdi Akghari, University of Manitoba, Canada*
Annika Sun, University of Manitoba, Canada*
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong*
Results of two experiments illustrate that high Interdependents experience more gifting anxiety than low Interdependents. The effect
disappears when a feeling of higher psychological power is induced.
52. Will Purchasing from Groupon Make A Lonely Consumer Feel Empowered? Loneliness and Preference for Group-Buying
Purchase Experience
Hangeun Lee, Yonsei University, South Korea*
Junyoung Lee, Yonsei University, South Korea*
Kyoungmi Lee, Yonsei University, South Korea
Hakkyun Kim, Concordia University, Canada
We find that lonely consumers prefer group-buying experiences to individual-buying experiences because they obtain feelings of
consumer empowerment by participating in group-buying. This research provides insights for understanding how consumers cope
with their feelings of loneliness in the marketplace, and how they restore better self-views.
106
53. The Identifiable In-Group: Group Status Moderates the Identifiable Victim Effect
Alixandra Barasch, University of Pennsylvania, USA*
Rod Duclos, HKUST, Hong Kong*
Emma Edelman, University of Pennsylvania, USA*
We investigate an important moderator of the identifiable victim effect: victim group status. While most studies focus on the
out-group (e.g.., victims of a foreign crisis), we build on previous work on identifiable vs. statistical victims by investigating the
effectiveness of appeals that highlight in-group vs. out-group victims.
54. The Effect of Significant Others’ Perceived State on the Evaluation of Relevant Products
Kiwan Park, Seoul National University, South Korea
Jiyoung Lee, Seoul National University, South Korea*
Jerry Jisang Han, Seoul National University, South Korea
The present research examines the effect of significant others’ positive or negative state on the consumer’s subsequent purchase
intensions. We propose that individuals will exhibit compensatory attitudes toward certain products depending on their significant
other’s behavior, or on the situation prior to such a product assessment task.
55. Mark of Popularity or Distrust? The Role of “Peer Purchase Number” as a Cue Affecting Consumer Attitudes in the
Web-Based Retail Context
Eun-Jung Lee, Kent State University, USA*
Robert Jewell, Kent State University, USA
This study explores the role of peer purchase number (PPN) as a social cue affecting consumer attitudes online. In our experiment,
increased PPN positively affected company/product evaluations, trust, and affirmation. Compared to the control condition where no
PPN information indicated, however, exposure of the small PPN negatively affected attitudes.
56. Network Coproduction: The Role of Self-Presentational Persona in Electronic Word-Of-Mouth
Shuling Liao, Yuan Ze University, Taiwan
Crystal Tzuying Lee, National Cheng-Chi University, Taiwan*
Tzu Han Lin, Yuan Ze University, Taiwan
Consumers are regarded as active network co-producers to present their self-concepts though constructing eWOM. However, research
that documents the link between self-presentational persona and eWOM is scant. We study show that consumers’ self-presentational
persona responds differently to their motives to post-eWOM.
57. Examining Consumer Response to Preferential Treatment Practices
Lan Xia, Bentley University, USA*
Monika Kukar-Kinney, University of Richmond, USA
The practice of preferential treatment (i.e., treating and serving some customers better than other customers) is popular but involves
both philosophical controversies and empirical inconsistencies. This research systematically examines characteristics of preferential
treatment, its impacts on emotions and cognitions, and the underlying mechanisms of these effects.
107
58. Burger or Yogurt? The Effect of Private vs. Public Consumption Contexts on Indulgent Behavior
Shih-Chieh Chuang, National Chung Cheng University, Taiwan*
Yin-Hui Cheng, National Taichung University of Education, Taiwan*
Chien-Jung Huang, National Chung Cheng University, Taiwan*
Yun Ken, National Yunlin University of Science and Technology, Taiwan*
We conducted three studies and find that individuals tend to make choices other than those they favor privately when they ant icipate
that others will form impressions of them based on the decisions they make. Research findings support our basic prediction that people
are more indulgent in private than in public.
59. Marketplace Metacognition in Consumer-to-Consumer Inferences: I Buy for Quality, You Buy for Status
Meghan Pierce, Pontificia Universidad Catolica de Chile, Chile*
Kimberlee Weaver, VirginiaTech, USA
Kim Daniloski, University of Scranton, USA
Norbert Schwarz, University of Michigan, USA
Across three studies, participants identify quality reasons for their own and status reasons for others' purchases. These findings occur
in recollected purchases (Study 1), when holding the products constant across condition, and when controlling for social desirability
(Study 2). Consumers appear to be unaware of these consumer-to-consumer differences in metacognition (Study 3).
60. Dressed to Impress: When Images of Financial Success in Advertising Have an Inspirational vs. Detrimental Effect on Men
Abigail Schneider, University of Colorado, USA*
Ethan Pew, Purdue University, USA
Susan Jung Grant, University of Colorado, USA
Although prior literature suggests that images of financial success in advertising are detrimental to men’s self-esteem, the current
paper posits a moderator of this condition: mating-motives. Specifically, we find that mate-seeking men desire to associate themselves
with men who possess resources that aid in attracting members of the opposite sex.
61. Consumer Responses to Social Ostracism
Jaehoon Lee, University of Houston-Clear Lake, USA*
L. J. Shrum, University of Texas at San Antonio, USA
Huachao (H. C.) Gao, University of Texas at San Antonio, USA
Wan-Ting (Olivia) Lin, University of Texas at San Antonio, USA
Two experiments examine the effects of ostracism on consumer preferences for conspicuous consumption and helping behaviors.
Preliminary findings suggest ostracism may increase not only conspicuous consumption but also helping behavior. The findings also
suggest these effects may be eliminated when fundamental needs are bolstered.
62. Who Cares If It Is Deceptive, I Like It: The Effect of Social Exclusion on Advertising Deception
Hamed Aghakhani, University of Manitoba, Canada*
Kelley Main, University of Manitoba, Canada
Research shows that advertising deception not only has a negative effect on subsequently encountered similar products and sources,
but also has effects on people’s attitudes towards advertising and marketing as an abstract concept. We show that social exclusion
attenuates this carryover effect.
108
63. Speed and Social Connection
Melanie Thomas, University of Pennsylvania, USA*
Cassie Mogilner, University of Pennsylvania, USA
This research examines the effect of speed on social connection. We examine how thinking about the benefits of time being slow,
rather than the benefits of time being fast, increases desire for social connection and feelings of connectedness. We incorporate two
different manipulations of speed and three measures of social connection.
64. Opening the Black Box: An Exploration of Consumer Production Influence on Marketplace Dynamics
Henri Weijo, Aalto University, Finland*
Daiane Scaraboto, Pontificia Universidad Católica de Chile, Chile
Saara Könkkölä, Aalto University, Finland
Our study advances consumer researchers’ understanding of consumer production. Through a meta-analysis of existing studies on
consumers’ value-creating activities, we identify three ways consumer production influences marketplace dynamics: through
marketplace creation, actualization and reproduction of the marketplace, and marketplace destruction.
65. True Comeliness or Fake Beauty: Cosmetic Surgery as Mating Strategy
Sunyee Yoon, University of Wisconsin-Madison, USA*
Nancy Wong, University of Wisconsin-Madison, USA*
We explore the role of cosmetic surgery as a strategy to increase mating success from an evolutionary perspective. Cosmetic surgery is
favored by females who are less sexually restricted and who possess stronger mating desires. However, men do not prefer women who
have had cosmetic surgery because it does not improve reproductive values.
66. Classification of the Factors Influencing Ethical Consumer Choice: The Framework
Natalia Maehle, Institute for Research in Economics and Business Administration, Norway*
Nina Iversen, Institute for Research in Economics and Business Administration, Norway
Leif Hem, Norwegian School of Economics, Norway
In the current study we explore the existing literature on ethical consumption and develop a framework classifying the main factors
influencing ethical consumer choice. To our knowledge, this framework is the first one structuring the research in the field of ethical
consumption and therefore represents an important theoretical contribution.
67. Whom to Trust? The Impact of Peer vs. Expert Opinions on Consumption Experiences
Travis Hancock, Brigham Young University, USA*
Ryan Elder, Brigham Young University, USA
We demonstrate the differential impact of peer vs. expert reviews on pre-purchase attitudes and post-purchase consumption
experience. We show that consumers use experts’ opinions to a greater extent than peers’, such that attitude change following a
consumption experience is greater when consumers read peer (vs. expert) reviews.
68. The Effect of Vertical Individualism on Status Consumption and Advertising Response Values
Michelle Nelson, University of Illinois at Urbana-Champaign, USA*
Jing Zhang, San Jose State University, USA*
Going beyond cultural differences in Individualism-Collectivism, we disentangle the Vertical (V) from Horizontal (H) aspects of
Individualism (I) to illuminate its distinct effects in consumption and persuasion in three studies. We found that VI values affect
consumers' brand consciousness, brand buying behavior, and their responses to status-advertising appeals.
109
69. Emotional Intelligence, Giving, and Life Satisfaction: Some New Data and Conclusions
Rajani Ganesh Pillai, North Dakota State University, USA*
Doug Rymph, North Dakota State University, USA
Sukumarakurup Krishnakumar, North Dakota State University, USA
In this paper we show that Emotional Intelligence (EI) may play a significant and unique role in the way people spend money on
others (e.g., on gifts vs. donations). EI impacts the relationship between spending on others and life satisfaction different ly, depending
on whether individuals spend on gifts or donations.
70. It's All About Me: Effects on Product Samples for Self vs. Other
Chelsea Johnson, University of Illinois at Urbana-Champaign, USA
Brittany Duff, University of Illinois at Urbana-Champaign, USA*
A promotional product sample high in incentive value may lead to general reward-seeking behavior. This study introduces the idea
that reward seeking may be self-directed, with the effect driven by an increase in purchases for self. Implications for advertising and
point-of-purchase incentives are discussed.
71. The Effect of Face Pressure on Chinese Consumer Decision-Making
Karthik Easwar, Ohio State University, USA*
Robert Burnkrant, Ohio State University, USA*
This research links two areas of research that suffer from minimal exploration, cross-cultural decision-making and face.
We
demonstrate that face is a crucial determinant of Chinese consumer behavior that explains behavior over and above the standard
components of the TRA model.
72. Sense and Cents: Collective Consumer Sensemaking in an Online Investment Community
Andrew N. Smith, York University, Canada*
Through an investigation of 241 blog posts, and all related comments in an online investment community, this study elaborates on the
collective consumer sensemaking process. It finds that sensegiving plays an important role in shaping this process.
73. Consumer Creativity in Co-Creation: The Interaction between Default Product and Design Goal
Bo Chen, ESSEC Business School, France*
Niek Althuizen, ESSEC Business School, France
Providing a default product in the co-creation process may influence the creativity of consumers’ outcome, and this effect may be
dependent on their design goal. This paper explores the interaction effect between the provided default product and the activated
design goal on consumer creativity in co-creation.
74. Bidirectional Consumer Friends’ Knowledge Calibration —Overestimated or Underestimated? A Two-Stage Model
Joicey Jie Wei, National University of Singapore, Singapore*
Iris Hung, National University of Singapore, Singapore
Gita Johar, Columbia University, USA
The knowledge calibration process has been considered as a one-stage process in which people over-project their own self-knowledge
to predict how much others know about them, leading to overestimation in friends’ knowledge calibration. However, we suggest that
the estimated accuracy should be a two-stage process.
110
75. What Drives Individual Purchase Decisions in a Network? A Consumer-Motivation Approach
Dongwoo Ko, University of Iowa, USA*
Sanguk Jung, University of Auckland, New Zealand
Empirically, the center of the network has been regarded as a crucial component in marketing strategies; however, as the previous
literature suggests, the center of network does not directly connect to revenue generation. This research pinpoints people who are more
likely to follow others’ opinions.
76. Assimilation and Contrast in Web Product Reviews: Devaluing the Recommendation of a Proficient but Dissimilar Reviewer
Michael Dorn, University of Bern, Switzerland*
Claude Messner, University of Bern, Switzerland
Little is known about how the social information on the reviewer influences consumers’ evaluation of the reviewed product. This
experimental study applies the paradigm of social comparison and measures the product-evaluation. Contrasting the social information
leads to a devaluation of the products recommended by a proficient but dissimilar reviewer.
77. A Typology of Crowdsourcing Participation Styles
Eric Martineau, Concordia University, Canada*
Zeynep Arsel, Concordia University, Canada
What motivates individuals to participate in crowdsourcing, and what ends do they seek? We propose a typology of participation
styles through a study of two prosumption communities: Threadless.com and Montreal Couture. We then provide guidelines for
managers who wish to implement a crowdsourcing project.
78. Exploring Consumer Attitudes toward Social-Network Advertising
Cuauhtemoc Luna-Nevarez, New Mexico State University, USA*
Jennifer Zarzosa, New Mexico State University, USA*
Drawing upon the Theory of Reasoned Action, we develop a theoretical framework to explain the antecedents (perceived utility,
attitude toward advertising, and advertisement intrusiveness) and consequences (intention to engage in online word-of-mouth and
purchase intention) of social network advertising. A structural equation modeling analysis confirms the hypothesized causal
relationships.
79. It’s Not All About Coffee: A Netnography of the Starbucks Brand Page on Facebook
Heejin Lim, University of Tennessee, USA*
Jewon Lyu, University of Tennessee, USA
This study aims to discover the nature and meanings of brand social networking on Facebook. A Netnography of the Starbucks Page
on Facebook unveils a spatial meaning of the brand page, and the multifold meanings of the brand shared through the platform.
Findings of this study support the postmodern consumption theory.
80. Changing Consumption Habits: Does Personalization Really Work?
Kirsikka Kaipainen, VTT Technical Research Centre, Finland*
Most dietary programs fail to produce sustainable behavior changes, since participants soon return to their old habits. Small changes
based on simple behavioral heuristics have the best chance to be maintained. This study suggests that effectiveness of small habit
changes is improved through personalization to circumstances and psychological needs.
111
81. Getting Lucky: When Loyalty Status Makes You Feel Lucky
Rebecca Naylor, Ohio State University, USA
Christopher Summers, Ohio State University, USA*
Might loyalty status spillover into expectations about outcomes that should not be affected by membership (i.e. random events)? We
suggest loyalty fosters a sense of deservingness that transfers to randomly determined outcomes, and propose that loyalty can lead
consumers to feel lucky.
82. Feeling Lucky while Feeling Good: The Relative Impacts of Superstitious Beliefs and Affect on Consumer Judgment and
Choice
Thomas Kramer, University of South Carolina, USA*
Meredith David, University of South Carolina, USA*
We examine the moderating role of superstitious beliefs on the established relationship between affect and preferences for a hedonic
vs. utilitarian product. Two studies show that luck primes are more important than affect in influencing preferences, but they are less
influential among consumers who have a high chronic belief-in-good-luck.
83. Shame on You! Motivating Consumer Behavior with Shame Appeals
Jennifer Jeffrey, University of Western Ontario, Canada*
Juan Wang, University of Western Ontario, Canada
Dante Pirouz, University of Western Ontario, Canada
Matthew Thomson, University of Western Ontario, Canada
Social marketers use emotion-invoking appeals as a frequent persuasion technique but discount shame due to its association with
avoidance behaviors and withdrawal. This research provides initial support that the intensity and self-focused nature of shame make it
a helpful emotion to elicit in contexts aimed at changing a target’s behavior.
84. Corporate Communications in Uncertain Times: Messages of Hope or Pride?
Anne Roggeveen, Babson College, USA*
Anirban Mukhopadhyay, HKUST, Hong Kong
Dhruv Grewal, Babson College, USA
Hope and pride are two widely used positive emotions in corporate communications. Building on appraisal theory, four studies
demonstrate that messages of pride result in more positive evaluations in situations of certainty, and messages of hope results in more
positive evaluations in situations of uncertainty.
85. Affect and Consumer Behavior: A Meta-Analytic Review
Nancy M. Puccinelli, Oxford University, UK
Dhruv Grewal, Babson College, USA
Scott Motyka, Brandeis University, USA*
Susan A. Andrzejewski, Franklin and Marshall College, USA
We report the results from a meta-analysis examining the influence of affect on evaluation and behavior, seeking to resolve
discrepancies in findings by identifying mechanisms underlying affect-congruent vs. affect-incongruent outcomes (i.e., analytical bias
and affect regulation). Conducted moderator analyses include involvement, transparency of affect manipulation, and social normative
effects.
112
86. Hoarding and Consumer Anxiety: Understanding When Consumption Becomes Dysfunctional
Gail Leizerovici, University of Western Ontario, Canada*
Dante Pirouz, University of Western Ontario, Canada
Samantha Cross, Iowa State University, USA
Hoarding is defined as the acquisition of and failure to discard large numbers of possessions and affects an estimated 6-15 million
Americans. Our work shows that hoarding is related to OCD, anxiety and need for cognition. Future research will study what types of
anxiety provoking events trigger hoarding.
87. Don’t Joke About Sex: Humor Lowers Propensity to Remedy a Problem
Peter McGraw, University of Colorado, USA
Philip Fernbach, University of Colorado, USA
Julie Schiro, University of Colorado, USA*
Although humor increases attention and liking, humorous appeals may lower people’s propensity to remedy a problem because humor
is associated with non-serious situations. Young adults viewed humorous and non-humorous PSAs that highlighted people’s ignorance
about birth control. We find the humorous PSA resulted in less search behavior for sexual health information.
88. Coping With Anger and Regret Arising From Negative Service Experiences: Do Reappraisal and Rumination Work?
Rafi Chowdhury, Bond University, Australia
Natalina Zlatevska, Bond University, Australia*
We examine different forms of reappraisal as coping strategies for consumers’ anger and regret, and compare these to rumination.
Reappraisal, but not rumination, reduces anger and regret. Cognitive responses show that retrospective event-focused reappraisal is
more effective in mitigating anger, while prospective learning-focused reappraisal is more effective in mitigating regret.
89. Asymmetries in the Impact of Action and Inaction Regret: When and Why do They Occur?
Atul Kulkarni, University of Missouri-Kansas City, USA*
Through a set of three studies, we explore the conditions under which action vs. inaction regret may have an asymmetric effect on risk
taking, and examines the underlying role of affective vs. cognitive drivers of the effect of regret on risk taking.
90. The Effect of Aging on Consumer Regret
Li Jiang, University of California Los Angeles, USA*
This research investigates the moderating role of decision justifiability on age-related differences in the experience of regret. Older
(vs. young) adults express more regret in response to a scenario in which a justifiable option is clearly defined, but not in the absence
of a readily justifiable option.
91. Not Immediately Stupid: The Moderating Effects of Purchase Immediacy and the Mediating Effects of Regret on
Self-Perceptions of Consumer Incompetence
Matthew Philp, Queen's University, Canada*
Laurence Ashworth, Queen's University, Canada
Individuals feel like incompetent consumers after post-purchase discovery of a lower available price. This effect is attenuated when
purchase immediacy is high, where the purchase was made out of immediate necessity. We present a model showing that consumer
incompetence is moderated by purchase immediacy and mediated by regret.
113
92. Assessment of Heterogeneity of Compulsive Buyers Based on Affective States Preceding Buying Lapses
Sunghwan Yi, University of Guelph, Canada*
Joowon Jung, Dongguk University, South Korea
We examine the heterogeneity of compulsive buyers based on the frequency of affective states preceding buying lapses. Contrary to
the mood-repair view of compulsive buying, we identify two subtypes of compulsive buyers: one whose buying is mainly triggered by
negative affect, and the other that is triggered by boredom.
93. Do Hedonic Benefits Always Create “Hedonic” Feeling? The Impact of Two Factors on Consumer’s Response to Hedonic
Rewards Design of Loyalty Program
Sidney Su Han, University of Guelph, Canada*
Lefa Teng, University of Guelph, Canada
Yiqiu Wang, Northeastern University, China*
Hedonic rewards do not always appeal to customers as marketers expect. Through two experiments, the authors propose that one
scheme of loyalty program design (i.e. magnitude of rewards medium) and one consumer dispositional characteristic (i.e. selfregulatory concern) can influence consumers’ affective and cognitive responses to the hedonic benefits of a loyalty program.
94. Compulsive Buyers Show an Attentional Bias in Shopping Situations
Oliver B. Büttner, University of Vienna, Austria*
Matthew Paul, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Helmut Leder, University of Vienna, Austria
Anna Maria Schulz, University of Vienna, Austria
This research used eye tracking to examine attentional processes that underlie compulsive buying. The results demonstrate an
attentional bias. That is, compulsive (vs. noncompulsive) buyers are more likely to get distracted by products unrelated to their goal.
The effect emerges only when the task is framed as a shopping situation.
95. Physical Temperature Effects on Consumer Decision Making
Tingting Wang, HKUST, Hong Kong*
Rongrong Zhou, HKUST, Hong Kong
The present research explores the influence of temperature experiences on consumers’ decision-making. The experiments reveal that
physical coldness vs. hotness enhances consumers’ tendency to buy, but decreases the inclination to sell products. These effects are
moderated by the strength of belief in the association between temperature and abundance.
96. “It’s Cold in Here. I Need a Bowl of Soup to Warm Me Up!” The Effects of Incidental Sensory Frames on Conflicting Sensory
Inputs
Sydney Chinchanachokchai, University of Illinois at Urbana-Champaign, USA*
Two studies show that sensory frames activate semantic concepts applied to judgment. However, when the attention is drawn to
incidental cues, it triggers a motivation to think of the desirability of the focal object. The desirability increases only when there is a
lack of it in the salient sensory frame.
114
97. “Size Matters!” The Effect of Floor Tile Size on Consumer Behavior in a Retail Environment
Nico Heuvinck, Ghent University and University College Ghent, Belgium*
Iris Vermeir, Ghent University and University College Ghent, Belgium
Simon Quashning, Ghent University and University College Ghent, Belgium*
In this study, we show that although customers do not have the feeling of walking faster in small-tile aisles, they actually spent less
time walking along small-tile aisles compared to big-tile/no-tile aisles, leading to lower brand recall and brand recognition.
98. Will People Express More or Less Conformity When They Feel Warm? The Moderating Role of Self-Construal
Meng Zhang, Chinese University of Hong Kong, Hong Kong
Michael K. Hui, Chinese University of Hong Kong, Hong Kong
We propose that high ambient temperature can either increase or decrease consumers’ conformity tendency, depending on people’s
default level of perceived social closeness between self and others. Specifically, independent people conform more, and
interdependent people conform less in the warm condition.
99. I Can Feel Your Pain: The Influences of Haptic Input on Donation Amount
Rong-Da Liang, National Kaohsiung University of Hospitality and Tourism, Taiwan
Three experiments test the influences of touch element on donation amount. The results showed that
touching a victim’s photo leads
to higher donation amount, perceived sympathy mediates this effect, and seeing a victim’s face is not a necessary condition, and this
effect is stronger for high-NFT individuals.
100. Chi Ku: Bitter Taste Preferences and Responses to Unpleasant Experiences
“Eating bitterness” is a common Chinese metaphor but has received limited research attention. Five studies test the metaphorical link
between bitter taste preference and responses to unpleasant experiences. Based on the embodied cognition literature, this research
finds that individuals who prefer bitter taste reported higher distress tolerance and have different responses to unpleasant experiences.
101. Detaching the Ties of Ownership: The Effects of Hand Washing on the Exchange of Endowed Products
Arnd Florack, University of Vienna, Austria*
Janet Kleber, University of Vienna, Austria
Romy Busch, University of Vienna, Austria
David Stoehr, University of Vienna, Austria
Research on the endowment effect shows owners usually exhibit more positive evaluations and a stronger preference for an object
than non-owners. In three studies, we demonstrate that the action of hand washing can reduce these effects of endowment.
102. The Magic Touch: Psychological Drivers of the Discrepancy Between Traditional and Touchscreen Equipment
Ying Zhu, The University of British Columbia, Canada*
Jeffrey Meyer, Bowling Green State University, USA
The research aims to advance knowledge in the touch literature to enable academic theory to keep up with the new technology. It
builds on the literature of tactile functions and emotion, and incorporates new technology phenomena to predict consumer behavior on
two devices: traditional and touchscreen equipment.
115
103. The Effect of Tangibility on Desire
Katrien Meert, Ghent University, Belgium*
This paper investigates the effect of tangibility on desire. Touching a product might increase product evaluations; however, consumers
view items as appealing when they have to overcome obstacles to obtain them. Hence, we investigate whether displaying a product in
a way that it cannot be touched might enhance desire.
104. Visceral Vigor: The Effects of Disgust on Goal Pursuit
Sachin Banker, MIT, USA*
Josh Ackerman, MIT, USA
Visceral states such as hunger, thirst, and sexual arousal are commonly shown to induce impulsive behaviors. We consider whether
visceral states can instead result in long-term goal directed behavior. We present evidence that suggests induced- disgust states
promote the pursuit of previously active goals.
105. Do We Judge a Book by its Cover? Unwrapping the Role of Visually Appealing Packaging in Product Evaluation
Tanuka Ghoshal, Indian School of Business, India*
Peter Boatwright, Carnegie Mellon University, USA
Jonathan Cagan, Carnegie Mellon University, USA
We find that aesthetically appealing packaging (AAP) positively impacts product attitude and valuation for hedonic products but not
for utilitarian products. We propose that evaluating a hedonic (utilitarian) product puts consumers in a promotion (prevention)
orientation, making them more (less) likely to place weight on attractiveness factors like AAP.
106. Implied Sensory Experiences in Product Designs Makes People Think Global
Christophe Labyt, Ghent University, Belgium*
This paper examines the influence of exposure to products with an implied sensory design on a person’s cognitive processing mode.
Two studies indicate that exposure to sensory design triggers global processing. This finding is particularly true for participants who
attach greater value than average to a product’s appearance.
107. We’re Gonna Need a Bigger Spoon: Spoon Size Effects on Product Perception
Aner Tal, Cornell University, USA*
Spoon size has been shown to lead to increased consumption. The current study examines whether this may be due to a distortion of
product quantity where people see less food when holding a bigger spoon. We discuss potential explanations for this phenomenon.
108. The Effects of Physical Constraints on Creativity
Ke (Christy) Tu, University of Alberta, Canada*
We investigate the effects of physical constraints on creativity in this paper. The results from one study show that when wearing a
tight hat (vs. a loose hat), males are more creative, while females are less creative. We will test the theoretical framework in a serious
of follow-up studies.
116
109. Multi-sensory Perception in Servicescapes: A Typology and Avenues for Future Research
Bernd Frederik Reitsamer, University of Innsbruck, Austria*
Nicola Stokburger-Sauer, University of Innsbruck, Austria
The aim of this paper is to provide a conceptual framework that classifies existing research on environmental stimulus processing in
management and marketing into four major dimensions. We highlight ample opportunities for further research in the multi-sensory
realm.
110. The Sweet Taste of Charity: Cause Branding Affects Product Experience
Alyssa Niman, Cornell University, USA*
Aner Tal, Cornell University, USA*
Cause-branding is a wide and spreading marketing strategy. We demonstrate that part of the efficacy of cause-branding may lie in its
alteration of product experience: products that do good taste good. We also explore possible underlying mechanisms such as
conceptual consumption, the "halo" effect, and evolutionary psychology.
111. The Perils of an Expansive Posture: The Effect of Everyday, Incidental Posture on Stealing, Cheating and Parking Violations
Andy Yap, Columbia University, USA*
Abbie Wazlawek, Columbia University, USA
Brian Lucas, Northwestern University, USA
Amy Cuddy, Harvard Business School, USA
Dana Carney, University of California Berkeley, USA
Three studies test the hypothesis that expansive postures lead to unethicality. A field experiment demonstrates that expansive postures
induce stealing. Experiment 2 finds that incidentally expanded postures (e.g. forced upon by one’s workspace) increase cheating. A
third observational study finds that vehicles with larger cockpit-sizes are more likely to violate parking laws.
112. Hormones and Prosocial Behavior: The Influence of the Menstrual Cycle on Gift-Giving Propensity
Eric Stenstrom, Concordia University, Canada*
Gad Saad, Concordia University, Canada
Can the menstrual cycle influence not only what women buy, but also for whom? Utilizing a 35-day panel study, we find that women
allocate significantly more money towards gift-giving during the luteal phase than during the fertile phase. Our findings suggest that
women’s affiliative goals fluctuate across the menstrual cycle.
113. What Are Consumers Afraid Of? Perceived Risk toward Environmentally Sustainable Consumption
Jiyun Kang, Texas State University, USA*
Sang-Hoon Kim, Seoul National University, South Korea
In this research, we investigate perceived risk in consumers’ decision making specifically related to environmentally sustainable
products, considering the multi-dimensional nature of perceived risk. This research provides marketers with implications to promote
the adoption of socially-desirable products and further enables the broader diffusion of such products in the marketplace.
117
114. Sustainable Luxury: Oxymoron or Pleonasm? How Scarcity and Ephemerality Affect Consumers’ Perception of Fit between
Luxury and Sustainability
Catherine Janssen, Université Catholique de Louvain, Belgium*
Joëlle Vanhamme, EDHEC Business School, France
Adam Lindgreen, University of Cardiff, UK
Cécile Lefebvre, IESEG School of Management, France
Sustainability may be key to luxury. Through a field experiment, we investigate the influence of two defining characteristics of luxury
products—scarcity and ephemerality—on the perceived fit between luxury and sustainability, as well as how this perceived fit affects
consumers’ attitudes toward luxury products.
115. Born Out There: The Discursive Creation of Harmony between Humans and Nature
Joachim Scholz, Queen’s University, Canada*
Jay M. Handelman, Queen’s University, Canada
This paper analyzes how the myth of living in harmony with nature is discursively constructed via the representation of nature in ads.
Differentiating between Arcadian and Dynamic images of nature, we explore the complexities of the harmony myth, and how this
myth relates to divergent meanings of “sustainable consumption.”
116. Doing Good While Looking Good: Consumer Perceptions of Sustainability in the Fashion Industry
Rishtee Batra, Indian School of Business, India*
Tonya Boone, College of William and Mary, USA
The present study uses the ZMET technique to examine consumers’ general perceptions about sustainably manufactured products and
also focuses more specifically on consumer perceptions of sustainably manufactured fashion items.
117. The Greening of Consumers: An Assimilation-Contrast Perspective for Product Sustainability Labeling
Yoon-Na Cho, University of Arkansas, USA*
Scot Burton, University of Arkansas, USA
Despite an increase in consumers’ interest in sustainable products, few studies focus on disclosures of sustainability levels for
consumer packaged goods. We find that the type and amount of sustainability information disclosed interacts with the sustainability
levels in influencing product evaluations.
118. Going Green, Going Feminism: Stereotype about Green Consumption and Social General Role
Yunhui Huang, Nanjing University, China*
Echo Wan, University of Hong Kong, Hong Kong
Green consumption is perceived to be related to the feminine gender role both implicitly (Study 1, through Implicit Association Test)
and explicitly (Study 2). And engaging in green consumption will improve the judgment about the social status of male consumers but
not for female consumers (Study 3).
118
119. Consumer Emotional Intelligence: Exploring Shades of Green and Grey
Sukumarakurup Krishnakumar, North Dakota State University, USA*
Sonakshi Garg, North Dakota State University, USA
Christopher Neck, Arizona State University, USA
The role of consumer emotional intelligence (EI), or the ability to deal with emotions, has been much ignored in ethical and green
consumer behaviors. We study the associations between EI, Machiavellianism, and ethical and recycling beliefs. Findings indicate that
EI predicts ethical and environmental beliefs positively, even after controlling for Machiavellianism.
120. The Moderating Role of Situational Consumer Skepticism towards Sustainability Claims in the Effectiveness of Credibility
Signals
Bonnie Simpson, University of Calgary, Canada*
Scott Radford, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada
This research explores boundary conditions of credibility signals in skeptical environments. The impact of situational skepticism is
examined on the credibility of information source and message origin. We show that when the message originates internally,
situational skepticism moderates source credibility and attitude certainty, resulting in less certainty in product attitudes.
121. The Moderating Role of Perceived Consumer Effectiveness and Consumer Involvement on the Effect of Message-Framing on
Intention to Purchase Organic Food Products
Courtney Briggs, Purdue University, USA
Sejin Ha, Purdue University, USA*
Richard Feinberg, Purdue University, USA
This study examines the effects of different label-message formats (positively- vs. negatively-framed message) on intention to
purchase organic food, and the influence of two individual-difference moderators (involvement and perceived consumer effectiveness)
on the performance. Using a Web-based experimental method, hierarchical moderated regression analyses confirmed the hypotheses.
122. From General vs. From Specific: Effects of Overestimating Future Engagement in General vs. Specific Green Behavior on
Immediate Within-Domain and Across-Domain Green Behaviors
Kiju Jung, University of Illinois at Urbana-Champaign, USA*
Dolores Albarracin, University of Pennsylvania, USA
In two experiments, we find that consumers are more likely to immediately engage in various green behaviors after they are asked to
engage in a general green behavior (green product purchase) in the distant future (vs. tomorrow). However, this is not case if they are
requested to engage in a specific green behavior (e.g., compact fluorescent lamp purchase).
123. Mitigating Climate Change: The Role of Reasoning Errors, Ecological Knowledge, and Moral Positions
Christian Weibel, University of Bern, Switzerland*
Ralph Hertwig, University of Basel, Switzerland
Sidonia Widmer, University of Basel, Switzerland
To predict pro-environmental attitude and conservation behavior, we pit three accounts against each other: reasoning errors, ecological
knowledge and moral positions. Based on our results, we question the notion that reasoning errors and ecological knowledge are
strongly related to environmental-unfriendly behavior. Moral positions were far more predictive of conservation behavior.
119
124. In the Name of Environmental Friendliness: Effects on Attitudes toward the Service
Ronnie (Chuang Rang) Gao, Drexel University, USA*
Rajneesh Suri, Drexel University, USA*
Environmental friendliness does not always offer consumers immediate benefits. For instance, many hotels no longer replace
guest-bed linens daily. We empirically demonstrate that consumers high in environmental concern react more favorably towards
reduced services, and more favorably when provided with a choice. We also found no effects when such consumers were merely
exposed to environmental messages.
125. The Restorative Nature of Nature: Improving Consumer Decision Making
Kevin Newman, University of Arizona, USA*
Caitlin Nitta, University of Arizona, USA
This study provides evidence that natural environments improve self-regulation abilities, translating into healthier food choices and
fewer items ordered. Given statistics related to the overconsumption of food, this research holds public policy implications affecting
millions of Americans and provides them with a self-regulation resource that is free, safe, and plentiful – nature. .
126. Risky Decisions: Citing Sources in Print Advertisement Claims
Catherine Armstrong Soule, University of Oregon, USA
Leslie Koppenhafer, University of Oregon, USA*
The research investigates whether source citation of print advertisement claims can be beneficial to consumers by providing
information that aids in accurate deception detection. Studies in different risk domains find the type and level of risk leads to
differential processing of the presence or absence of advertising claim source information.
127. “Is it Risky or Beneficial?” Analysis of Supplement-Type and Dosage Preferences in Terms of Risk-Benefit Tradeoffs and
Epistemological Beliefs
Zoe Rogers, Baruch College/CUNY USA*
This research considers the effect of risk and benefit assessments on evaluations of health supplements. Familiar supplements lead to
more thoughts about benefits and more positive evaluations, while unfamiliar supplements lead to more thoughts about risks and less
positive evaluations. Epistemic beliefs are shown to underpin these assessments.
128. Personal Death-Thought Accessibility: A Mediating Mechanism between Self-Esteem and Risky Consumer Behaviors?
Sandor Czellar, University of Lausanne, Switzerland
Charles Lebar, HEC Paris, France
Christian Martin, University of Lausanne, Switzerland*
Russell H. Fazio, Ohio State University, USA
Research investigating the relationship between self-esteem and mortality salience provides initial evidence that self-threats increase
accessibility of death-related thoughts. We focus on the nature of those thoughts and investigate whether self-threats enhance
accessibility of thoughts related to one’s own death or death in general, bearing important implications for marketing communications.
120
129. Optimizing Targeting Effectiveness: The Reversed U-Shape Relationship between Target Market and Consumer Attitude
Shuoyang Zhang, Colorado State University, USA
Ishani Banerji, Indiana University, USA*
In the current research we propose a reversed U-shape effect of targeting strategy. Our findings show that compared with mass
marketing and personal targeting, optimal consumer attitude is achieved when product recommendations are provided to a small group
of similar people. This implies that extreme personalization can actually backfire.
130. Vice vs. Virtue: How Compromise Phantom Alternatives Can Increase Indulgence
Yuanyuan Liu, ESSEC Business School, France*
Timothy B. Heath, HEC Paris, France
Ayse Önçüler, ESSEC Business School, France
The current study proposes that a compromise-but-unavailable "phantom" alternative can increase indulgence in vices. Three
experiments examine this effect as well as the mediating roles of anticipatory guilt/regret and the moderating role of preference
strength.
131. Scare an Optimist and Reassure a Pessimist: Message Frames Adjusted to Individual Coping Styles Enhance Breast Cancer
Screening Participation
Laure Weckx, Katholieke University Leuven, Belgium*
Anouk Festjens, Katholieke University Leuven, Belgium
Sabrina Bruyneel, Katholieke University Leuven, Belgium
We study (1) the relationship between individual coping styles and breast-cancer screening participation, and (2) the impact of
message frames adjusted to these coping styles on participation intentions. Women who are optimistic about the outcome of the
screening benefit from scaring invitations, whereas anxious women benefit from reassuring invitations.
132. To Trade or Not? Removing Trading Motivation Eliminates the Endowment Effect
Laurence Ashworth, Queens University, Canada*
Lindsay McShane, Queens University, Canada
Tiffany Vu, Queens University, Canada
The current work suggests that owner/non-owner discrepancies can exist because consumers typically are required to specify prices at
which they would trade. Consequently, we predict that owners/non-owners likely set prices sufficiently above/below perceived worth,
to motivate trade. When ownership and trading are separated we find that the endowment effect disappears.
133. Why Preference Stability of Certain Product Attributes are More Than Others: Disaggregating Stability (Instability) into Core
and Supplementary Attributes
Fangzhou Xu, University of Guelph, Canada*
Juan Wang, Western University, Canada
Towhidul Ialam, University of Guelph, Canada
To reconcile the debate between stable and constructed preferences, we suggest an alternative view of decomposing product
preference into attribute preference. Specifically, we argue that consumer preferences for core attributes of a product should be largely
stable across time, while supplementary attributes should be largely unstable.
121
134. The Effect of the Change-Matching Heuristic on Consumer Purchase Decision Making
Yin-Hui Cheng, National Taichung University of Education, Taiwan
Chia-Jung Chang, National Chung Cheng University, Taiwan*
Shih-Chieh Chuang, National Chung Cheng University, Taiwan
Che-Hung Lin, Cheng Shiu University, Taiwan
Based on the perspective of processing fluency, this study demonstrates the “change-matching heuristic,” whereby people select a
choice option that matches the amount of change in their wallets with the price of a product. We find that the compromise effect and
the attraction effect will weaken the influence of the change-matching heuristic.
135. The Effects of Consumption Goals and Assortment on Cross-Price Sensitivity
Joonkyung Kim, Seoul National University, South Korea*
We propose that activating a consumption goal makes people more sensitive to the price discounts of competing products in the same
goal-derived category as the target product. Also, we propose that when one of two products is on sale, including a third option that
highlights the similarity of the first two options would make people more sensitive to the price discount.
136. The Effect of Price Discounts and Quantity Restrictions on Consumption Enjoyment
Zhenfeng Ma, Wilfrid Laurier University, Canada*
Guanfu Wang, University of International Business and Economics, China*
Two experimental studies investigate the joint effect of price discounts and quantity restriction on consumption enjoyment. Findings
suggest that price promotion can either enhance or dampen consumption enjoyment of the promoted product, depending on the form
of quantity restriction (e.g., quantity ceiling vs. quantity flooring).
137. Letting Go of Meaningful Goods: How the Voluntary vs. Involuntary Nature of Disposition Impacts Seller Pricing
Kapitan Sommer, University of Texas at San Antonio, USA*
David H. Silvera, University of Texas at San Antonio, USA
In this research, we show that voluntary sellers demand non-significantly different prices than buyers. However, involuntary sellers of
prized goods, such as those selling in the face of foreclosure, layoff, divorce or death, demand higher prices than both involuntary
sellers of non-prized goods and voluntary sellers of prized goods.
138. The Effects of Stackable Discounts on Consumers’ Retail Price Image Perception
Shan Feng, William Paterson University, USA*
Jane Cai, Independent, USA
This paper examines the impact of stackable discounts on retailers’ price image. We compare stackable discounts to a single discount
format in terms of the value perceived by consumers, and find that stackable discounts are superior in creating a more favorable retail
image.
122
139. Presentation of Comparative Prices: Role of Working Memory
Rajneesh Suri, Drexel University, USA
Shan Feng, William Patterson University, USA*
Rajesh Chandrashekran, Farleigh Dickinson University, USA
Comparative price promotions produce favorable consumer value perceptions and stimulate sales. This research suggests that the
mental effort required when deciding about a price affects perceptions of discounts presented in vertical and horizontal formats. Three
studies show that constraints on working memory resources favors computation of vertically vs. horizontally presented prices.
140. Virtual Endowment: How Location and Duration of Virtual Ownership Influence Valuation
Elisa K. Chan, Cornell University, USA*
We examine the endowment theory in an online context and with virtual ownership. We find that simply placing an online product on
a webpage vs. in an online shopping cart triggers a different willingness to pay. Our study suggests that general and personal virtual
shopping carts elicit different perceived values.
141. The Effects of Scarcity Claims on Consumers’ Willingness to Pay
Doreen Pick, Freie Universität, Germany*
Peter Kenning, Zeppelin Universität, Germany
Felix Eggers, Zeppelin Universität, Germany
According to scarcity theory, time-limited offers can have positive effects on consumers’ purchase intentions. We examine the impact
of several scarcity claims on consumers’ willingness to pay. Our results show mixed findings regarding different claims and product
categories, which provides a basis for further investigation.
142. Don’t Think Twice: The Effects of Decision Confidence on the Experienced Utility of Incidental Rewards
Aaron Snyder, Stanford University, USA*
Maya Shankar, Stanford University, USA*
Baba Shiv, Stanford University, USA*
Research has shown that confidence in one’s choice can increase satisfaction with the chosen outcome. We extend these findings to
show that decision confidence can have downstream consequences on perceptions of incidentally-acquired rewards as well.
143. Your Cheating Heart: The Negative Impact of Sales Promotions on Loyalty
Olga (Olya) Bullard, University of Manitoba, Canada*
Kelley J. Main, University of Manitoba, Canada
Jennifer J. Argo, University of Alberta, Canada
We examine the impact of consumers’ use of sales promotions on service providers. Study1 reveals that service providers see
consumers who redeem coupons and free gifts/service as disloyal. Study 2 identifies two moderators: size of sales promotion and
existence of the relationship between consumer and service provider.
123
144. My Brand and I, and Others between Us: The Influence of Interpersonal Relationships on Consumer-Brand Relationships
Marina Carnevale, Fordham University, USA*
Despite their contextual nature, consumer-brand relationships are assumed to be independent of external interpersonal relationships
(e.g., significant others). Across three studies, we show that when a product symbolizes an external relationship (e.g., it was a gift),
changes in that relationship may impact consumers’ feelings of Self-Brand connection and consequently their brand evaluations.
145. Revelatory Experiences: The Brand Backstory and its Impact on Consumers’ Experience of Brand Narratives
Vanisha Narsey, University of Auckland, New Zealand*
Cristel A. Russell, University of Auckland, New Zealand
Hope Jensen Schau, University of Arizona, USA
The “making-of” or “behind the scenes” activities of media brands are increasingly made available to consumers, often revealing the
artifices of a brand. We explore consumers’ experience of the brand backstory and the impact this experience has on personal brand
narratives.
146. Who is the Brand Creator? The Effect of Different Brand Biographies on the Perception of Brand Personality
Marc Linzmajer, Zeppelin University, Germany*
Jana Hauck, Zeppelin University, Germany
Marco Hubert, Zeppelin University, Germany*
Reinhard Prügl, Zeppelin University, Germany
Based on the relationship model, this paper investigates the role of different brand biographies and hypothesizes that they lead to
different consumer perceptions of brand personality. The results of our exploratory experimental study show there are significant
differences between both brand creators and the perception of brand personality dimensions.
147. Consumer Persuasion Knowledge in Non-Conventional Marketplaces: The Case of Branded Prescription Drugs
Marjorie Delbaere, University of Saskatchewan, Canada*
Mei-Ling Wei, Saint Mary's University, Canada*
We argue that consumers are beginning to recognize the physician-prescribing situation as a potential persuasion attempt and that the
onslaught of Direct-to-Consumer (DTC) advertising has brought about this change in meaning. We investigate the prescribing
situation as a mixed-motive situation with high levels of ambiguity; in other words, as persuasion within a non-persuasion
environment.
148. The Magic of Numbers and Letters in Alphanumeric Brand Names
Selcan Kara, University of Connecticut, USA*
Kunter Gunasti, University of Connecticut, USA
This research explores the effect of number and letter changes in alphanumeric brand names (ABs) on consumers’ reactions to brand
extensions. Based on two experiments, we show that processing of number vs. letter changes in ABs lead to a variance in the
perceived differences between the new and existing brands.
124
149. What is Brand Authenticity? An Exploration of the Concept
Amélie Guèvremont, Concordia University, Canada*
Bianca Grohmann, Concordia University, Canada
This research focuses on understanding the concept of brand authenticity from a consumer perspective, a topic characterized by a lack
of consensus in the literature. Following fifteen individual interviews, we identify eight common characteristics of authentic brands,
revealing that some form of objectivity is found in consumers’ authenticity perceptions.
150. Brand Happiness: Scale Development and Validation
Sunmyoung Cho, Yonsei University, South Korea*
Ae-Ran Koh, Yonsei University, South Korea
This study develops a scale to measure the brand happiness construct and demonstrates that it captures consumers’ feelings of
happiness with their selves and lives as their happiness is related to brands. Through four different phases, we establish internal and
nomological validity and explore various predictions.
151. Primacy of Acculturation Categories over Demographic Variables as Differentiators of Brand Preference
Rohini Vijaygopal, University of Bedfordshire, UK*
Sally Dibb, Open University, UK
Maureen Meadows, Open University, UK
The literature highlights the importance of demographic variables and acculturation categories in consumer behavior involving ethnic
minorities. This paper considers the primary differentiators of consumer behavior among British Indians by examining the
relationships between acculturation categories, demographic variables and preferences for a range of ethnic and host brands.
152. Why Are Consumers Fans of Counterfeit Branded Products?
Consumers’ Psychological Motivations in Counterfeit
Consumption
Xuemei Bian, University of Nottingham, UK*
Natalia Yannopoulou, University of Newcastle, UK
Kai-Yu Wang, University of Brock, Canada*
Shu Liu, University of Nottingham, UK
This research examines the psychological motivations of different consumer categories when counterfeits are consumed, while
considering different quality levels of such products. Our findings reveal consumers’ enjoyment during the shopping experience and
satisfaction of securing a good deal as the main psychological motivations of such purchases. We offer guidelines to practitioners.
153. Is Social Responsibility Beneficial for Private-Label Brands?
Maryam Tofighi, Concordia University, Canada*
Onur Bodur, Concordia University, Canada
Integrating two research streams of corporate social responsibility in marketing and retail branding, this paper suggests that social
responsibility initiatives are more beneficial for both national (or manufacturer) brands and high-quality private-label brands (i.e.,
brands owned, controlled and sold exclusively by a retailer), whereas social responsibility initiatives are detrimental for low-quality
private-label brands.
125
154. The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: The Case of
U.S. vs. Taiwan
Shih-Ching Wang, Temple University, USA*
Primidya K. Soesilo, Temple University, USA
Dan Zhang, City University of New York, USA
C. Anthony Di Benedetto, Temple University, USA
This study investigates whether co-branding of luxury brands and retailers negatively affects attitudes toward the luxury brands, and
whether solutions can mitigate the negative effect. We empirically test our hypotheses using samples of consumers from Taiwan and
the U.S.
155. My Brand and I: The Influence of Personal Pronouns on Brand Name Preference
Nicole Palermo, Fordham University, USA*
Luke Kachersky, Fordham University, USA*
In recent years, brand names that include the personal pronouns “I” and “my” have established a unique prevalence in consumer
culture. The present research examines if, how, and under which circumstances the usage of “I” and “my” in brand names influences
brand perceptions.
156. The Influence of Logo Design Elements on Perceptions of Brand Personality
Aditi Bajaj, Georgia Tech, USA*
Sam Bond, Georgia Tech, USA
Addressing a void in research on logos in consumer behavior, our research focuses on the connections between logo design elements
and brand personality inferences. Basing our ideas in literature on branding and design, we suggest that specific logo design elements
can be utilized to convey specific brand personality traits.
157. The Impact of Phonetic Symbolism on Stock Performance: Stocks with Stop-Consonant Ticker Symbols Perform Better Than
Stocks with Fricative-Consonant Ticker Symbols during First Year of Trading
L.J. Shrum, University of Texas at San Antonio, USA
Tina M. Lowrey, University of Texas at San Antonio, USA
Sarah Roche, University of Texas at San Antonio, USA*
The current research extends the notion of phonetic symbolism to stock performance. Because stop (vs. fricative) consonants and back
(vs. front) vowels are associated with larger and stronger concepts, we expected that tickers with stop consonants would outperform
those with fricatives, and so too would back vs. front vowel tickers. The hypotheses were supported for consonant effects but not
vowel effects.
158. Phonetic Symbolism and Children’s Brand Name and Brand Logo Preference
Stacey Baxter, University of Newcastle, Australia
Tina M. Lowrey, University of Texas at San Antonio, USA*
Min Liu, University of Texas at San Antonio, USA
Phonemes can provide a cue for brand attributes with consumers preferring congruency between a brand’s name-logo and attributes.
However, because children do not possess adult-level language skills, they may not attach similar meaning to phonemes. In three
experiments, we examine the meanings children draw from phonemes and the implications for branding.
126
159. Should Firms Apologize After a Crisis? The Moderating Role of Negative Publicity
Zack Mendenhall, McGill University, Canada*
Ashesh Mukherjee, McGill University, Canada
Firms often apologize to consumers after product crises. Prior work suggests apologies improve customers’ attitudes towards the firm.
The present research shows apologies only work when negative publicity surrounding the crisis is low. When negative publicity is
high, firm apologies do not improve attitude towards the firm.
160. Does Identifying Ambushers as Non-Sponsors Help or Hurt Legitimate Sponsors? Memory and Attitudinal Consequences
Clinton S. Weeks, Queensland University of Technology, Australia*
Two experiments examine outcomes for sponsor and ambusher brands within sponsorship settings. It is demonstrated that although
making consumers aware of the presence of ambusher brands can reduce subsequent event recall to competitor cues, recall to sponsor
cues can also suffer. Attitudinal effects are also considered.
161. The Bad Side of Good: When More Experience Hurts Brands and Marketplace Agents
Jungim Mun, State University of New York Buffalo, USA*
Charles Lindsey, State University of New York Buffalo, USA
Mike Wiles, Arizona State University, USA
Our framework asserts that for an omission error, observers penalize experienced brands/agents (in the form of decreased trust
perceptions) more severely than inexperienced brands/agents. The mechanism responsible for this effect is that such errors are more
likely to be viewed as intentional attempts to deceive when committed by experienced brands/agents.
162. Hot Brands, Hot Cognition: The Effects of Incumbency and Negative Advertising on Brand Preference and Choice—A
Longitudinal Field Experiment
Joan Phillips, Loyola University Chicago, USA*
Joel Urbany, University of Notre Dame, USA
The World Cup and the battle between Nike and Adidas to secure leadership of the world soccer market presented an opportunity to
examine the impact of negative advertising in a natural setting, to identify the conditions under which an attack-brand might use
negative advertising to capture leadership from the incumbent-brand.
163. The Company or the Crowd? The Impact of Customer-Led Service Recovery on Satisfaction
Lan Jiang, University of Oregon, USA*
Matt O'Hern, University of Oregon, USA*
Sara Bahnson, University of Oregon, USA*
This research explores the impact of identity on service recovery satisfaction. Study 1 shows that when recovery fails, consumers
prefer customer-provided solutions. Community connectedness mediates this effect. Study 2 shows that consumers’ pursuit of
individualistic goals attenuates this effect. Study 3 proposes that increasing participants’ effort mitigates the communityconnectedness effect.
127
164. Don't Care about Service Recovery—Inertia Effects Buffer the Impact of Complaint Satisfaction
Christian Brock, Zeppelin University, Germany
Markus Blut, University of Dortmund, Germany
Heiner Evanschitzky, Aston University, UK
Marco Hubert, Zeppelin University, Germany
Service recovery has received considerable attention in the marketing literature. The impact on purchase behavior has been largely
neglected. However, intentions and purchase behavior are not necessarily highly correlated. We contribute to research analyzing
service recovery effects on purchase behavior after recovery, as well as research assessing the role of inertia during service recovery.
165. Doing Worse and Feeling Better: Why Low Performance Can Increase Satisfaction
Dilney Gonçalves, IE Business School, Spain*
Antonios Stamatogiannakis, IE Business School, Spain*
Jonathan Luffarelli, IE Business School, Spain*
When average performance is low, high social-comparison orientation individuals infer that the task at hand is difficult. Subsequently,
if relative performance is constant, they are more satisfied with a lower (vs. a higher) individual performance level, because they think
that they outperformed more people in a difficult (vs. an easy) task.
166. New Insights on the Moderating Role of Switching Costs on the Satisfaction-Loyalty Link
Thomas Rudolph, University of St. Gallen, Switzerland
Liane Nagengast, University of St. Gallen, Switzerland*
Markus Blut, TU Dortmund, Germany
Existing studies on the moderating role of switching costs on the satisfaction-loyalty relationship are inconclusive. Based on a
meta-analysis and two studies, we show that switching costs moderate this relationship in a nonlinear (inverted u-shaped) way.
Explaining existing inconsistencies, our results contribute to a better understanding of the satisfaction-loyalty link.
167. An Interruption Effect on Service Recovery
Fan Liu, University of Central Florida, USA*
This paper attempts to advance the model of customer satisfaction in service-failure contexts and integrates interruption as a
moderator and an enhancement on customer satisfaction.
168. Customer Satisfaction and Overall Rating: The Influence of Judgment Certainty
Eugene Sivadas, University of Washington, Tacoma, USA*
John Kim, Oakland University, USA
Norman Bruvold, University of Cincinnati, USA
The objective of this research is to understand how rating magnitude and rating uncertainty and its interplay with satisfaction affects
stated customer experience. We utilize the Judgment Uncertainty and Magnitude Parameters (JUMP) model to empirically examine
consumer judgments of their overall experience.
128
169. Investigating the Positive Impact of Unexpected CSR
H. Onur Bodur, Concordia University, Canada*
Bianca Grohmann, Concordia University, Canada*
Ali Tezer, Concordia University, Canada*
In this research, we investigate particular conditions in which consumers’ elaborations of a CSR activity leads to more favorable
motivations regarding the firm's involvement and more favorable brand evaluations.
170. A Research Paper on Process of Complaint Behavior Towards Social Commerce, Based on Attribution Theory
Yaeeun Kim, Korea Advanced Institute of Science and Technology, South Korea*
Younghoon Chang, Korea Advanced Institute of Science and Technology, South Korea
Myeong-cheol Park, Korea Advanced Institute of Science and Technology, South Korea
Through surveys, we find that the attributions consumers find themselves affect their post-purchase behavior. This study has
implications in the social commerce area, because social commerce is based on the social network in which the consumers who are
dissatisfied tend to complain.
171. The Difference of Satisfaction with the Second-Best Choice between Hedonic and Utilitarian Consumption
Yoonji Shim, University of British Columbia, Canada*
Jinhyung Kim, Texas A&M University, USA
Incheol Choi, Seoul National University, South Korea
Two studies were conducted to investigate the difference of satisfaction with the second-best choice between hedonic and utilitarian
consumption. Our results demonstrate that the gap of satisfaction between the best and the second-best choices is greater when the
consumption goal is hedonic rather than utilitarian.
172. The Role of Self-Congruence in Consumers’ Responses to Service Failures
Shuqin Wei, Southern Illinois University Carbondale, USA*
Tyson Ang, Southern Illinois University Carbondale, USA*
Using an experiment, we investigate an overlooked factor, consumers’ self-congruence, in understanding consumers’ emotional
responses to service failures. Self-conscious emotions (e.g., embarrassment) and basic emotions (e.g., betrayal) are studied. Since
distinct emotions require different service recovery strategies, distinguishing between different emotions is important. A moderator,
service failure type, is explored.
173. Does Complaining Really Ruin a Relationship? Effects of the Propensity to Complain on Positive Consumer-Brand
Relationships
Hongmin Ahn, West Virginia University, USA*
Yongjun Sung, University of Texas at Austin, USA
Minette Drumwright, University of Texas at Austin, USA
This study suggests that when encountering relationship conflicts, consumers characterized by a high propensity to complain (PTC)
are more likely to response destructively than are those with a low PTC. It further demonstrates that appraisals of a company’s
intention in regard to conflicts mediate such positive association between PTC and destructive responses.
129
174. Grotesque Imagery in Fashion Advertising
Jennifer Zarzosa, New Mexico State University, USA*
Cuauhtemoc Luna-Nevarez, New Mexico State University, USA*
The study investigates the grotesque genre of representation in luxury fashion advertising. In doing so, both the art and marketing
literature is synthesized in order to identify distinct types of grotesque. In particular, we examine advertisements for Marc Jacobs. As
such, the study further expands the theoretical parameters of the grotesque.
175. A Meta-Analysis of Nonverbal Accuracy Outcomes in Consumer Research Settings
Susan Andrzejewski, Franklin & Marshall College, USA*
This meta-analysis quantitatively summarizes the literature on the relationship between nonverbal accuracy and consumer response in
retail and service settings. In addition, this meta-analysis explores several potential moderators of the relationship between nonverbal
accuracy and consumer response (i.e., domain, type of nonverbal cue decoded, channel of nonverbal cue).
176. Paper Withdrawn from Poster Session
177. (Illusory) Distance of Exposure as a Moderator of the Mere Exposure Effect
Anneleen Van Kerckhove, Ghent University, Belgium*
Two studies demonstrate that (illusory) distance of exposure moderates the mere exposure effect, such that distant rather than nearby
stimuli are more likely to generate liking after initial exposure. This advantage for distant stimuli levels off after multiple exposures;
both distant and nearby stimuli then generate liking.
178. The Effects of Perceived Product-Association Incongruity on Consumption Experiences
Sarah Clemente, Brock University, Canada*
Eric Dolansky, Brock University, Canada
Antonia Mantonakis, Brock University, Canada
Katherine White, University of British Columbia, Canada
The level of congruity between an object and its attribute is determined by the degree of match. Products with moderately incongruent
associations enhance evaluations–this is the moderate schema incongruity effect. We investigate the influence of (in)congruity
between an extrinsic cue (sponsor) and a product (wine) on consumers’ product evaluations.
130
179. The Effect of Menu Presentation Characteristics on Consumer Food Choices
Jing Lei, University of Melbourne, Australia
Ying Jiang, University of Ontario Institute of Technology, Canada*
Catharinna Cao, Mars Australia, Australia
This research examines how menu presentation characteristics such as the number of healthy vs. unhealthy options, separate vs. mixed
presentation of healthy and unhealthy options, and text vs. picture presentation format influence consumers’ food choices. We discuss
the results from an experimental study and its implications.
180. The Impact of Category Labels on Perceived Variety
Tamara Ansons, University of Michigan, USA*
We examine how different category labels influence viewers’ perceptions of variety of a set by impacting visual imagery. Perceptions
of variety increase when category labels sponsored the generation of mental imagery specifically related to the attributes of the set, but
not when the labels merely increase imagery.
181. Illusion of Variety: The Effect of Metacognitive Difficulty on Variety Judgment
Zhongqiang (Tak) Huang, Chinese University of Hong Kong, Hong Kong*
Jessica, Y.Y. Kwong, Chinese University of Hong Kong, Hong Kong
In this research, we study variety judgment from a metacognitive perspective. Based on prior research on variety judgment, choice
difficulty and metacognitive experience, we predict that higher variety judgment in an assortment can result from metacognitive
difficulty. We offer experimental evidence for this prediction.
182. Coffee without Overchoice
Claude Messner, University of Bern, Switzerland*
Michaela Wänke, University of Mannheim, Germany
After choosing from simultaneously presented options, a coffee tastes less chosen from a large assortment than a small one. However,
this effect reverses when consumers decide among attributes sequentially. Apparently, sequential choice is an effective strategy to
retain the benefits of a large assortment without suffering from the costs.
183. Hmm…What Did Those Ads Say? Reducing the Continued Influence Effect in Political Comparison Ads
Rebecca E. Dingus, Kent State University, USA*
Robert D. Jewell, Kent State University, USA
Jennifer Wiggins Johnson, Kent State University, USA
Comparative ads provide contradictory information and corrections. The impact this finding has on consumer’s decisions is unknown
because it is difficult to know what will be recalled. The continued influence effect (CIE) occurs when original information prevails in
memory, although a correction is acknowledged. This paper aims to reduce the CIE.
131
184. Holistic vs. Analytic Thinkers in the West: Differential Reliance on Logos in Cognition- and Feelings-Based Product
Evaluations
Alexander Jakubanecs, Institute for Research in Economics and Business Administration, Norway*
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway
Our research focuses on the effects of analytic-holistic information processing and product logos on cognitive and feelings-based
product evaluations in France. One finding is that for lesser-known products, logos have effects on cognitive evaluations only for
holistic thinkers. The research offers several contributions to the extant studies of processing styles.
185. The Relative Importance of Advertising Elements and the Roles of Sex (Gender) and Involvement
Even J. Lanseng, Norwegian Business School, BI, Norway*
Maarten L. Majoor, Norwegian Business School, BI, Norway and University of Groningen, The Netherlands
This study examines men and women’s reactions to models, number of product arguments, and claim type in advertising. We find that
men process models as cues and hence prefer female models, whereas women process models as product arguments and hence prefer
female or couple models. Sex differences are moderated by involvement.
186. Trivial Gets Central
Charan Bagga, Western University, Canada*
Niraj Dawar, Western University, Canada
Our paper studies whether exemplar (non-exemplar) brands gain choice share and improve evaluations by differentiating on the basis
of trivial attributes (TA). We focus on scenarios that disclose (do not disclose) the irrelevance of TAs. Finally, we investigate if the
first-mover TA strategy of exemplars (non-exemplars) is sustainable.
187. Deception in Marketing: How the Source Influences Consumer’s Responses to Deception and Its Contagious Effect on
Unrelated Immoral Behavior
Marijke Leliveld, University of Groningen, The Netherlands*
Laetitia Mulder, University of Groningen, The Netherlands
This study shows that perceptions of deceptive marketing strategies can be influenced by situational factors, like the source of the
deception. Moreover, deception can be contagious to other (im)moral behavior, both related to the source, as well as unrelated to a
consumer context.
188. Compassion for Evil but Apathy for Angels: The Interactive Effects of Mortality Salience and Just-World Beliefs on Donation
Behavior
Fengyan Cai, Shanghai Jiao Tong University, China*
Robert S. Wyer Jr., Chinese University of Hong Kong, Hong Kong
The present research examines the interplay of mortality salience and just-world beliefs in helping behavior. When mortality is not
salient, individuals are more willing to help victims for whom they have much sympathy (little sympathy) when the need for help is
low (great). Mortality salience qualifies these effects, however.
132
189. All Types of Mortality Salience Are Not Equal: The Effect of Contemplating Natural vs. Unnatural Death on Materialism
Behavior
Zhi Wang, Chinese University of Hong Kong, Hong Kong*
While previous research on Terror Management Theory (TMT) argues that Mortality Salience drives individuals to behave differently
than they would otherwise, the literature has not differentiated behaviors caused by contemplations of death in different ways (e.g.,
unnatural vs. natural). This research aims to fulfill this gap by synthesizing TMT and Just-World Theory.
190. How Product Information Shapes Purchase Decisions: Behavioral and Functional Magnetic Resonance Imaging Studies
Sargent Shriver, Temple University, USA*
Uma Karmarkar, Harvard University, USA
Michael Norton, Harvard University, USA
Angelika Dimoka, Temple University, USA
The authors use behavioral and functional neuroimaging methods to explore the mechanisms that underlie the evaluat ion of product
information, and how this evaluation impacts purchasing behavior.
191. New Notion of Nostalgia
Keiko Makino, Seijo University, Japan*
This study proposes a new notion of nostalgia and offers propositions by critically reviewing the previous literature. The propositions
concern positive/ negative feelings evoked by nostalgic experiences, continuity/ discontinuity between the past and the present, and
warmth as emotion/ aesthetic quality.
192. Constructing the Citizen-Consumer through Political Discourse in the U.S.
Gokcen Coskuner-Balli, Chapman University, USA*
Gulnur Tumbat, San Francisco State University, USA*
As political discourses denote a profound way that consumer subjectivities are constructed in the marketplace, this study explores the
conceptualization of consumerism through political discourse in US. Through historical analysis of American presidential speeches,
we explore the myths that underlie the construction of consumer-citizens and their relations with the government.
193. When Nothing Means Everything: Consumer Evaluations of Specialized and Unspecialized Products
Gabriela Tonietto, Washington University in St. Louis, USA*
Brittney Dalton, Washington University in St. Louis, USA*
Stephen Nowlis, Washington University in St. Louis, USA
There are a number of strategies that companies can use when positioning products. This research focuses on three such strategies that
vary in their degree of specialization. We propose that consumers infer that unspecialized products will fulfill all of their specific
needs, leading to greater preferences for unspecialized than specialized products.
133
194. Can't Finish What You Started? Consumption Following Climactic Interruption
Daniella Kupor, Stanford University, USA*
Taly Reich, Stanford University, USA*
We examine the important unanswered question of whether interruptions engender a quest for a resolution through the pursuit of
closure-associated behaviors. We explore and demonstrate the possibility that interruptions trigger a need for a resolution that
emerges in the choice of behaviors, even in totally unrelated domains. This is the case when the interruption disrupts an activity or
task at its climactic moments (e.g., just before delivery of the punch line of a comedy act) rather than at non-climactic moments. We
demonstrate that resolution-inducing behaviors will occur even if associated with a personal cost.
195. Monotonous Forests and Colorful Trees
Hyojin Lee, Ohio State University, USA*
Xiaoyan Deng, Ohio State University, USA
Rao Unnava, Ohio State University, USA
We examine the effects of color on information processing style. We find that color makes people focus more on the details presented
in a picture, while black and white makes people focus more on the overall meaning of the picture. The differential focus is then
shown to affect product choice.
Newcomers’ Dessert Event
(By Invitation)
9:30-11:00p.m.
134
7:00-8:00a.m.
ACR Registration
7:00a.m.-5:00p.m.
Film Festival
8:00a.m.-5:00p.m.
Gulf Island BCD
Session 6
8:00-9:15a.m.
135
6.1 Marketplace Identity Issues
Room: Junior B
Chair: Frédéric Brunel, Boston University, USA*
1. The Product Choices of Young Adult Consumers – Does Gender Matter?
Renu Emile, Auckland University of Technology, New Zealand
Ken Hyde, Auckland University of Technology, New Zealand
Mike Lee, University of Auckland, New Zealand*
Through content analysis of 266 product photos from 28 participants, this paper aims to ascertain the influence of gender on young
adults’ product choices and whether females and males employ products to communicate aspects of the self in similar or different
ways.
2. Market Mavens and Networking: Benefits and Costs of Network Participation
Seung Hwan (Mark) Lee, Colorado State University, USA*
Gail Leizerovici, University of Western Ontario, Canada
Shuoyang Zhang, Colorado State University, USA
We examine the role of market mavens in emerging networks through a longitudinal study. Our counterintuitive findings reveal
market mavens have a lower rate of network growth and tend to build a selective network over time. Further, those who occupy
central positions experience greater satisfaction while suffering more stress.
3. An Exploratory Study on Collective Nostalgia
Faye Kao, Eastern Michigan University, USA*
Collective nostalgia refers to that originating from emotional attachment to collective cultural identities without earlier personal
participation experience. This study shows collective nostalgia is related to but different from personal nostalgia, and that collective
nostalgia may not be as strong a predictor of behavior as personal nostalgia.
4. When White Obscures Evaluations: The Influence of Automatic Color Preferences on Product, Race and Spokesperson
Evaluations
Ioannis Kareklas, Washington State University, USA*
Frédéric Brunel, Boston University, USA*
Robin Coulter, University of Connecticut, USA*
Two IAT studies show African- and Caucasian-Americans have automatic preferences for the color white (vs. black), which influence
automatic product, racial and advertising evaluations. Automatic preferences for white strengthen (attenuate) automatic in-group
preferences among Caucasian-Americans (African-Americans), such that once color preference is removed, both groups exhibit
comparable in-group favoritism.
136
6.2 Signaling to the Self and Others: Selective Use of and Connection with Brands
Room: Junior C
Co-chairs: Danielle J. Brick, Duke University, USA
Tarje Gaustad, BI Norwegian Business School, Norway
1. As Income Level Rises, So Too Does Connection with “Tide”
Danielle J. Brick, Duke University, USA*
Tanya L. Chartrand, Duke University, USA
That wealthier individuals have greater brand satisfaction may not be surprising; however, the types of brands that increase
satisfaction are. We find higher-income individuals report greater satisfaction with less expensive and more privately-consumed
brands than lower-income individuals, and we demonstrate that self-brand connection mediates this effect.
2. Benefits Offered by High-End Counterfeits Influence Intentions to Purchase Counterfeits: The Role of Self-Presentation
Gülen Sarial-Abi, Koç University, Turkey*
Zeynep Gürhan-Canli, Koç University, Turkey
Previous research does not pay much attention to the issue of who would buy high-end counterfeits and why. This research extends
prior research by demonstrating the benefits offered by high-end counterfeits influence intentions to purchase these items as a function
of self-presentation.
3. Taking More Money and Donating More Money: The Influence of Self-Threat on Goal Pursuit
Alison Jing Xu, University of Toronto, Canada
Shirley Y. Y. Cheng, Hong Kong Baptist University, Hong Kong
Tiffany Barnett White, University of Illinois at Urbana-Champaign, USA*
We suggest self-threat cultivates a general motivation to pursue salient goals, leading to divergent behaviors when opposing goals are
activated. After seeing negative brand information, consumers with high (vs. low) self-brand connections donate more money [take
more money] when the goal to help [pursue self-interest] is made salient.
4. Identity Change: The Effects of Actual and Ideal Self-Brand Connections on Consumers’ Responses to Brand-Image Change
Tarje Gaustad, BI Norwegian Business School, Norway*
Bendik Samuelsen, BI Norwegian Business School, Norway
Luk Warlop, BI Norwegian Business School and KU Leuven, Norway
We propose consumers with high self-brand connection respond negatively to changes in brand image. Those feeling brand
connections to their actual selves react negatively to all changes in brand personality, while those feeling connections to their ideal
selves react positively to a reinforcement of existing brand traits.
137
6.3 New Insights into the Causes and Consequences of Unplanned Purchases
Room: Junior D
Chair: Leonard Lee, Columbia University, USA
Rick Scott, University of Michigan, USA
1. Capturing the “First Moment of Truth:” Understanding Point-of-Purchase Drivers of Unplanned Consideration and Purchase
Using Video Tracking
Yanliu Huang, Drexel University, USA*
Sam Hui, New York University, USA
Jeffrey Inman, University of Pittsburgh, USA
Jacob Suher, University of Texas at Austin, USA
We present and test a conceptual framework of the shopping trip-level drivers of unplanned considerations and the point-of-purchase
(P-O-P) behavior drivers of conversion to unplanned purchases. We test our hypotheses in a field study where we employ video
tracking to measure shoppers’ P-O-P.
2. Boosting Promotional Effectiveness with Thoughtful Product Displays
Mitja Pirc, A.T. Kearney, USA
Ana Valenzuela, Universitat Pompeu Fabra, Spain*
Firms can improve the effectiveness of promotional campaigns by managing the orientation of product displays. We propose that any
orientation, vertical or horizontal, boosts sales of hedonic goods, while only vertical orientation is desirable when the discounted good
is utilitarian. The effect is driven by two mechanisms: fluency and congruity.
3. The Temperature Premium: How Physical Warmth Increases Product Valuation
Yonat Zwebner, Hebrew University, Israel*
Jacob Goldenberg, Hebrew University, Israel
Leonard Lee, Columbia University, USA
In four experiments involving the evaluation of various products and different temperature manipulations, we find t the experience of
physical warmth increases product valuation, demonstrating the existence of a temperature premium. The results suggest this effect is
driven by consumers’ positive emotional responses toward target products under physical warmth.
4. The Benefits of Retail Therapy: Choosing to Buy Alleviates Sadness
Scott Rick, University of Michigan, USA
Beatriz Pereira, University of Michigan, USA*
Katherine Burson, University of Michigan, USA
People often shop when feeling sad, but whether and why shopping alleviates sadness remains an open question. Two experiments
that randomly assign participants to shopping or browsing conditions reveal making buying decisions alleviates sadness, whereas
shopping without buying and browsing do not. Even hypothetical buying helps to alleviate sadness.
138
6.4 Sensory and Neuroscience Issues
Room: Pavilion A
Chair: Claudia Townsend, University of Miami, USA
1. Measuring Arousal in Consumer Research: A New EDA Signal-Processing Method
Mathieu Lajante, University of Rennes 1, France*
Olivier Droulers, University of Rennes 1, France
A careful reading of the literature identifies several processing methods of the EDA signal in consumer research. We propose and
illustrate recommendations in an empirical study which shows that applying a new EDA signal-processing technique improves the
valuation of work in consumer research.
2. Insights into Decisions from Neuroscience and Choice Experiments: The Effect of Eye Movements on Choice
Barbara Kahn, University of Pennsylvania, USA
Jordan Louviere, University of Technology - Sydney, Australia
Chelsea Wise, University of Technology - Sydney, Australia*
Our research develops better methods to capture, measure, and understand decision processes by combining brain-wave and
eye-tracking technology with choice experiments and models. We offer a first step in examining significant, stable relationships
between eye-movements and choice.
3. Reading Smiles to Read Minds: Impact of Positive Facial Affective Displays on Perceptions
Ze Wang, University of Central Florida, USA*
Fan Liu, University of Central Florida, USA*
Huifang Mao, University of Central Florida, USA
Ads often feature positive facial expressions to enhance evaluations. In four experiments, we examine how positive affective displays
(PADs) of different levels of intensity may differentially impact perceives' reactions. We find PADs may not always benefit
perception. Too much smiling may even boomerang, negatively affecting certain perceptions of the displayer.
4. Cultural Effects on Perception and Cognition: Integrating Recent Findings and Reviewing Implications for Consumer Research
Minas Kastanakis, ESCP Europe, UK*
Benjamin Voyer, ESCP Europe, UK*
We examine the latest research on the effects of culture on perception and cognition in several fields, including psychology and
neuroscience. We critically examine a number of perceptual and cognitive differences across cultures, suggest novel research-framing
perspectives, and offer research directions.
139
6.5 Rituals and Gift Giving
Room: Pavilion B
Chair: Russell Belk, York University, Canada
1. From Commitment to Detachment: A Historical Analysis of Gift Ads by Department Stores in Japan, 1963-2008
Takeshi Matsui, Hitotsubashi University, Japan*
Yuko Minowa, Long Island University, USA*
This paper analyzes 1,038 gift-related ads by Japanese department stores in newspapers collected every five years from 1963 to 2008.
Our goal is to understand the dynamics of the shared meaning of seasonal gifts in Japanese society. The analysis suggests this meaning
has shifted from commitment to detachment.
2. How Traditions Become Market Opportunities: The Funeral Industry in Turkey
Ozlem Sandikci, Bilkent University, Turkey
Zeliha Eser, Baskent University, Turkey*
Berna Tari Kasnakoğlu, TOBB University of Economics and Technology, Turkey*
The study shows the important role of the state in creating a socio-political context conducive to the development of professional
funeral services and contributes to the emerging scholarship on markets, market formation and transformation by revealing various
ways through actors such as the state and religious authorities.
3. Consuming the Dead: Symbolic Exchange in Thai “Hungry Ghost” Festivals
Amy Rungpaka Tiwsakul, Durham University, UK*
Chris Hackley, Royal Holloway, University of London, UK*
This paper extends the understanding of death as a site of symbolic consumption by drawing on evidence from a culturally unique
ritual context not previously the focus of Western consumer research. Namely, we explore “hungry ghost” festivals in the Thai
tradition of Theravada Buddhism.
4. Gift Cards and the Social Relationship
Kunter Gunasti, University of Connecticut, USA*
Michelle Weinberger, Northwestern University, USA*
Do recipients of gift cards perform additional symbolic relationship work by taking the givers’ intentions into account? Only when the
giver is close does the recipient use cues on the gift card (e.g., theme, merchant, occasion) to spend it as the giver intended and
reinforce the relationship, often overspending to do so.
140
6.6 Virgins, Mommies, and Hags: Women Buying into Change
Room: Pavilion C
Co-chairs: Julie Ozanne, Virginia Tech, USA
Emily Moscato, Virginia Tech, USA
1. Red Flag: Inadequate Sanitary Care Derails the Transition to Secondary School in Africa
Linda Scott, Oxford University, UK*
Retaining girls in school is key to fighting poverty. Yet drops in female enrollment after puberty remain dramatic and intractable.
Three studies conducted in east and west Africa, suggest material conditions surrounding menstruation push girls into early
motherhood even when they wish to continue their education.
2. Outsourcing Motherhood: Managing Assemblages of Care
Amber Epp, University of Wisconsin - Madison, USA*
Sunaina Velagaleti, University of Wisconsin - Madison, USA*
A recent trend documents the proliferation of services that substitute for common parenting activities (e.g., planning birthday parties).
In-depth interviews reveal how mothers make decisions about what is acceptable to outsource when norms are unclear, and explore
how they assemble diverse resources to assert control, intimacy, and care.
3. The Social Construction of Womanhood in Middle Age: Menopause as a Rite of Passage
Canan Corus, St. John's University, USA*
Bige Saatcioglu, HEC Paris, France*
Menopause is a transition in women’s lives marked by physical and psychological challenges and stereotypes that affect women as
they age. Drawing from in-depth interviews with women in different menopausal stages, we explore the ways they experience
menopause, negotiate their identities, and reconstruct the meaning of being a woman.
4. Crones, Hags, and Biddies: How I Became a Burlesque Queen at Seventy
Emily Moscato, Virginia Tech, USA*
Julie Ozanne, Virginia Tech, USA*
Older women in the Red Hat Society perform gender by parodying traditional expectations for women to look pretty and demure.
They wear gaudy attire and consume loudly and hedonistically. Yet they form a community of practice and support as they navigate
the social and physical realities of aging.
141
6.7 What You Expect is Not Always What You Get: The Effect of Consumer Bias on Food
Intake
Room: Pavilion D
Co-chairs: Darren Dahl, University of British Columbia, Canada
Nina Gros, Maastricht University, the Netherlands
1. Mix It Baby - The Effect of Self-Creation on Perceived Healthiness
Nina Gros, Maastricht University, The Netherlands
Anne Klesse, Tilburg University, The Netherlands*
Valerie Meise, Maastricht University, The Netherlands
Existing research frequently investigates the effect of customization on consumer attitudes and behavior. We explore the effect of
customizing a given food/drink (cereal or juice) on its perceived healthiness. Three studies demonstrate that the mere act of selecting
one’s own ingredients decreases its perceived healthiness.
2. The Best of Both Worlds: Effects of Product Color Brightness on Hedonic Food Consumption
Adriana V. Madzharov, Baruch College/CUNY, USA
Suresh Ramanathan, Texas A&M University, USA*
Lauren G. Block, Baruch College/CUNY, USA
We present an
in-depth exploration of consumers’ responses to food color’s brightness, defined as the degree of lightness or
darkness of the color. We demonstrate that color brightness serves as an automatic evaluative cue about taste and healthiness, and as
an input to in-the-moment emotions that ultimately biases consumption volume.
3. Red Bull vs. Red Thunder: The Influence of Brand Labels on Consumption Amount
Nina Gros, Maastricht University, The Netherlands*
In three studies we show that the consumed amount of branded vs. private-label products depends on the consumption goal/context.
Interestingly, when the product does (not) serve the consumption purpose, people consume more of the product if it is labeled as a
well-known (private label) brand.
4. The Low Intensity of Light: Behavioral and fMRI Insights into the Effects of “Light” and “Organic” Claims on Flavor
Processing
Hilke Plassmann, INSEAD, France*
Pierre Chandon, INSEAD, France
Monica Wadhwa, INSEAD, France
Nicolas Linder, University of Bonn, Germany
Bernd Weber, University of Bonn, Germany
As the popularity of healthfulness food claims increases, so do consumers’ waistlines. But why? We find that light claims reduce
expected and self-reported flavor pleasantness and intensity, whereas “organic” claims have the opposite effect. However, fMRI data
suggest that people confuse flavor intensity and pleasantness.
142
6.8 An Integrative Perspective on Moral Judgments: Understanding the Emotional,
Cognitive, Sensory, and Genetic Antecedents of Consumers’ Moral Judgments
Room: Port Alberni
Co-chairs: Karen Winterich, Pennsylvania State University, USA
Gergana Y. Nenkov, Boston College, USA
1. All Sins Are Not Equal: The Moderating Role of Transgression Magnitude on the Effect of Disgust on Moral Judgments
Karen Winterich, Pennsylvania State University, USA*
Andrea Morales, Arizona State University, USA
Vikas Mittal, Rice University, USA
There is wide variation in the magnitude of association between disgust and moral judgments. We theorize transgression magnitude
moderates the impact of disgust on moral judgments with both disgust and happiness, resulting in more (less) severe judgments of
high (low) magnitude transgressions relative to neutral and sad affective states.
2. Sense and Sensibility: The Impact of Sensory Input on Moral Judgments
Gergana Nenkov, Boston College, USA*
Virginie Maille, Skema Business School, France
Sensory input (seeing, touching, smelling, or hearing) lowers consumers’ level of construal, which leads to less harsh moral
judgments, less sophisticated moral reasoning, and more motivated moral reasoning in a subsequent moral dilemma. More limited
sensory input, in contrast, results in more abstract construals and opposite effects on moral judgment.
3. Short horizons and tempting situations: Lack of continuity to our future selves leads to unethical decision making and behavior
Hal E. Hershfield, New York University, USA*
Taya Cohen, Carnegie Mellon University, USA
Leigh Thompson, Northwestern University, USA
People who feel continuity with their future selves are more likely to behave in ethically responsible ways compared to people who
lack such a sense of continuity. We find that individual differences in similarity to one’s future self predict tolerance of unethical
business decisions and the propensity to lie and cheat.
4. The Genetic Contribution to Preference Consistency in Moral Judgments
Nina Mazar, University of Toronto, Canada
Christopher Dawes, New York University, USA
Peter Loewen, University of Toronto, Canada*
David Cesarini, New York University, USA
Magnus Johannesson, Stockholm School of Economics, Sweden
Patrik Magnusson, Karolinska Institutet, Sweden
We demonstrate that variation in the consistency of moral judgments is heritable. Moreover, we do not find evidence for a shared
genetic architecture between consistency in moral judgments and sex, religiosity, or cognitive reflection – all factors shown to
influence the general tendency for utilitarian vs. deontological considerations.
143
6.9 Creativity at Different Times in Life
Room: Port McNeill
Co-chairs: Haiyang Yang, INSEAD, France
1. Creativity and Aging: Positive Consequences of Diminished Inhibitory Control
Stephanie M. Carpenter, University of Michigan, USA*
Diminished inhibitory control, typically a negative consequence of normal aging, facilitates performance on a creative task. Young
and older adults, more vulnerable to distracting information in a reading task, generate more creative options on a subsequent
recipe-generation task.
2. Why Some Children Move and Groove So Well: A Look at Creative Performance and Theory of Mind
Lan N. Chaplin, Villanova University, USA*
Michael I. Norton, Harvard Business School, USA
In a study with 3-12 year-olds, we find it is the very development of children’s Theory of Mind, generally viewed as a positive
development, which deprives older children of the joy that comes with creative behaviors – impromptu singing and dancing – due to
the sensitivity to criticism that ToM engenders.
3. How Awareness of the End of Life Impacts Creativity
Haiyang Yang, INSEAD, France*
We show mortality salience inhibits access to divergent information in memory, hampering creative ability. We further show that,
contrary to the lay intuition that individuals with high internal locus-of-control are more creative problem solvers in dire situations,
these individuals’ creative ability is impaired the most under mortality salience.
4. How Fashion Designers Develop New Styles: Creative Epiphany vs. Market Feedback
Joseph C. Nunes, University of Southern California, USA*
Xavier Drèze, University of California Los Angeles, USA
Paola Cillo, Bocconi University, Italy
Emanuella Prandelli, Bocconi University, Italy
Irene Scopelliti, Carnegie Mellon University, USA
Using real-world data, we refute the notion that iconic fashion designers are creative visionaries impervious to the market.
Empirically, we show the styles introduced each season depend on how the market received styles in the prior season, and how the
market responded previously to styles introduced by competing designers.
144
6.10 Attention
Room: Parksville
Chair: Hao Shen, Chinese University of Hong Kong, Hong Kong
1. Center-of-Shelf Attention: Understanding the Role of Visual Attention on Product Choice
A. Selin Atalay, HEC Paris, France*
H. Onur Bodur, Concordia University, Canada*
Dina Rasolofoarison, Aston University, UK
Two eye-tracking studies and an offline experiment explore the effect of central shelf location on attention and choice. We find
evidence for the central-gaze cascade effect, progressively increasing attention focused on the central-option predicted choice.
2. The Cross-Model Effect of Attention on Preferences
Hao Shen, Chinese University of Hong Kong, Hong Kong*
Directing attention towards a particular direction in one sensory mode (e.g. audio) will increase the ease with which objects placed in
that direction are processed even in other sensory modes (e.g. visual), thereby enhancing preferences for such objects. However, this
effect reverses if the sound is negatively-valenced.
3. When More Leads to Less: Greater Attentional Bias for Emotional Information is Negatively Associated with Self-Reported
Feelings
Daniel Fernandes, Erasmus University Rotterdam, The Netherlands*
Bart de Langhe, University of Colorado, USA
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
We show individuals who display greater attentional bias to emotional information—and hence experience emotional stimuli as more
intense—report to be affected less by emotional stimuli on standard emotional rating scales. This negative correlation stems from an
automatic reaction to emotional scale anchors.
4. Infectious Counterfeiting: Labeling Products as Fakes can Contaminate Perceived and Actual Efficacy
Moty Amar, OAC, Israel*
Ziv Carmon, INSEAD, Singapore
We show counterfeiting can infect perceived and actual quality of counterfeits, as well as non-fake versions of products. For example,
experienced golfers play objectively worse with a (non-fake) club said to be a counterfeit vs. with a non-fake club. Assessments of
ethical offense mediate the effect.
145
6.11 Consumer Welfare
Room: Orca
Chair: Srinivas Venugopal, University of Illinois at Urbana-Champaign, USA
1. Intertwined Destinies: How Subsistence Entrepreneurs and Consumers Harness Social Capital to Overcome Constraints and
Uncertainties
Srinivas Venugopal, University of Illinois at Urbana-Champaign, USA*
Raj Echambadi, University of Illinois at Urbana-Champaign, USA
Srinivas Sridharan, Monash University, Australia
We study how subsistence consumer-entrepreneur dyads harness social capital to create mutual value in subsistence marketplaces. We
employ the nuanced dimensions of social capital as a theoretical lens to explain how the subsistence entrepreneur-consumer dyad
creates unique value by overcoming constraints and uncertainty, which characterize life in poverty.
2. Spatio-Temporal Dimensions in Consumer-Oriented Activism
Andreas Chatzidakis, Royal Holloway, University of London, UK*
Pauline Maclaran, Royal Holloway, University of London, UK
Alan Bradshaw, Royal Holloway University of London, UK
We focus on the spatio-temporal parameters of consumer-oriented activism. Drawing on data from a three-year ethnographic study in
a turbulent area of Athens, we develop a conceptualization of time and space that moves beyond absolute-objectivist, to acknowledge
perceived and socially- constructed dimensions.
3. How do Social Capital-Driven Consumption Communities Conceal Their Economic Interests?
Katharina C. Husemann, University of Innsbruck, Austria*
This multi-method interpretive study explores the intersection of social and economic capital production in consumption communities.
Building on Bourdieu, it reveals how social capital-driven communities employ four nuanced strategies of concealing their economic
interests. Engaging these strategies allows communities to incorporate economic activities under the primacy of social-capital
production.
4. Cultures of Caring Consumption: Social Support and the Self in the Myeloma Community
Susan Dunnett, University of Edinburgh Business School, UK*
Paul Hewer, University of Strathclyde, UK
Douglas Brownlie, Stirling Management School, UK
We explore an under-researched aspect of communal consumption – the sharing of social support resources in order to realize agency
within service interactions. We find patient-led support groups can be conceptualized as a consumer-led solution to the burden of
personal responsibility.
146
6.12 Affect and Emotion Influence on Motivation/Goals
Room: Finback
Chair: Priyali Rajogopal, Southern Methodist University, USA
1. Happiness from Actions vs. Inactions
Sekar Raju, Iowa State University, USA
Rao Unnava, Ohio State University, USA
We find actions are associated with greater happiness than inactions. Respondents report greater happiness with and recall actions
earlier and faster, suggesting a memory advantage. There are no differences in the consequences of actions vs. inactions but results
suggest that it is easier to take credit for actions.
2. Two Paths from Boredom to Consumption
Soo Kim, Northwestern University, USA*
C. Miguel Brendl, Northwestern University, USA
As our intuitions would believe, boredom has consequences on consumption. However, this work shows that the type of consumption
boredom elicited depends on the source to which consumers attribute their boredom experience. We find that when
situation-attributed, boredom leads consumers to exhibit a vice-preference; whereas when self-attributed, they exhibit a
virtue-preference.
3. The Influence of Discrete Emotions on Strategic Goal-Setting
Patricia West, Ohio State University, USA
In study 1, we identify the role of regulatory focus in affect regulation, explaining contradictory results in the literature. In study 2, we
use regulatory focus to identify how different emotions, not general affect, influence affect regulation motivation and strategic
goal-setting.
4. But How Did You Expect To Feel? The Motivated Misremembering of Affective Forecasts
Mathew S. Isaac, Seattle University, USA*
Alexander Fedorikhin, Indiana University, USA
David Gal, Northwestern University, USA
This research demonstrates people routinely misremember their affective forecasts as being less favorable than both their actual
forecast and their actual experience. We claim people misremember their forecasts to make unsurprising experiences feel more
surprising to them, because they derive affective benefits from misremembering their forecasts.
147
6.13 Advertising
Room: Galiano
Chair: George Belch, San Diego State University, USA
1. Talking About the Ad vs. Talking About the Product: What Works and When
Maria Galli, HKUST, Hong Kong*
Watching a TV commercial with the goal of forming an impression of a product leads to higher product evaluations if there is a
tendency to process information verbally rather than visually. The reverse is true, however, when the goal in watching the commercial
is to describe it to someone else.
2. Exploding Turkeys and Shattered Reporters: Comparative Ads and Their Unintended Affective Consequences
Ozge Yucel-Aybat, Pennsylvania State University - Harrisburg, USA*
We propose that when marketers show unfortunate events resulting from use of the wrong or a competitor’s product in their
comparative ads, they may incidentally invoke “schadenfreude,” or a malicious pleasure at the misfortunes of others, which in turn
will impact consumers’ purchase intentions and attitudes.
3. The Role of Euphoria Appeal and Green Imagery in Ecosynthetic Consumption
T. E. Dominic Yeo, Hong Kong Baptist University, Hong Kong*
This paper illustrates how environmentally-conscious consumers appropriate green products as symbolic resources in pursuit of an
“ecosynthetic” lifestyle. It contends that the use of green imagery alongside other euphoria appeals in product labels and ads help
create a halo effect that facilitates a guilt-free compromise between environmentalism and materialism.
4. Two-sided Messages for Health Risk Prevention: The Role of Argument Type, Refutation and Issue Ambivalence
Erlinde Cornelis, Ghent University, Belgium*
Veroline Cauberghe, Ghent University, Belgium
Patrick De Pelsmacker, Ghent University, Belgium
The present experimental research extends message-sidedness literature to a health prevention context. It addresses not only rational,
but also affective two-sided messages. We explain a gap in message-sidedness literature by addressing how issue ambivalence impacts
on the effectiveness of refutational vs. non-refutational two-sided messages.
148
6.14 Retailing
Room: Granville
Chair: Daniel Sheehan, Georgia Tech, USA
1. Minority Matters: The Influence of Minority and Majority Descriptive Norms on Product Choice
Erica van Herpen, Wageningen University, The Netherlands*
Hans van Trijp, Wageningen University, The Netherlands
Mariette van Amstel, Schuttelaar & Partners and Vrije Universiteit, The Netherlands
The influence of descriptive norms (what most others do) is demonstrated in prior research for majorities. This study shows that
minority norms (what some others do) can also stimulate consumers to follow, especially when the group is growing in size, whereas
an increasing majority fails to stimulate behavior.
2. Targeted Marketing and Customer Search
Nathan Fong, Temple University, USA*
Personalized marketing tactics may have unintended effects on customer search behavior. A targeted offer may help get consumers’
attention, but may also weaken their motivation to search beyond the offered items. Two field experiments demonstrate how targeted
offers can decrease consumer exploration and discovery.
3. Consumers’ Search Intentions in Response to Conditional Promotions
Atul Kulkarni, University of Missouri- Kansas City, USA*
Hong Yuan, University of Illinois at Urbana-Champaign, USA
A set of three studies suggest consumers encode cash-reward promotions differently than the waiver-of-shipping promotions, leading
to higher search intentions for the cash reward (waiver of shipping) promotions when the difference between original basket size and
the threshold basket size is relatively higher (smaller).
4. The Dynamic Patterns of Intra-Shopping Spending for Budget and Non-Budget Shoppers
Daniel Sheehan, Georgia Tech, USA*
Koert Van Ittersum, Georgia Tech, USA
Budget shoppers’ purchase decisions evolve differently than their non-budget counterparts, as a function of their cumulative spending
during a single shopping trip. Two lab experiments suggest this may be attributed to unique patterns in pain of payment and resource
depletion between budget and non-budget shoppers.
149
6.15 Consumption Addiction: Developing a Research Agenda to Understanding How
Consumers Progress from Normal to Maladaptive Consumption and Addiction
Room: Azure
Co-chairs: Dante M. Pirouz, Western University, Canada
Hieu Nguyen, California State University Long Beach, USA
Ingrid M. Martin, California State University Long Beach, USA
Participants:
Ann Mirabito, Baylor University, USA
Hieu Nguyen, California State University Long Beach, USA
June Cotte, Western University, Canada
Dante M. Pirouz, Western University, Canada
Scott Davis, Texas A&M University, USA
Justine Rapp, University of San Diego, USA
Kelly Temple Haws, Texas A&M University, USA
Maura Scott, University of Kentucky, USA
Michael Kamins, Stonybrook, USA
Allison Johnson, Western University, Canada
Ingrid M. Martin, California State University Long Beach,
USA
The focus of this roundtable is to develop a research agenda that explicates the process of addiction, including behaviors not usually
associated with addiction. We examine the progression from seemingly normal to maladaptive, addicted consumption. We discuss
how marketing cues can move consumers towards and away from addiction.
150
6.16 Film Festival I
1. Spaces and Temporarility
Elina Koivisto, Aalto University, Finland
Pekka Mattila, Aalto University, Finland
Anastasia Seregina, Aalto University, Finland
In this video, we adapt the radical humanist non-representational perspective in order to bring about new ways of thinking and to
question both the conventional social constructivist perspective and what video can epistemologically express as a spatio-temporally
situated medium.
2. Labour of Love: Reforging Community Ownership and Identity
Matthew Alexander, University of Strathclyde, UK*
Kathy Hamilton, University of Strathclyde, UK
This film focuses on consumer adoption of train stations and demonstrates how local communities can work with market forces to
retain a sense of place through environment enhancements. In contrast to guerrilla community activity studies, we demonstrate how
firm involvement can legitimize community actors and co-create mutual benefits.
3. Aging and the Changing Meaning of Consumption Experiences
Raquel Castano, Tecnológico de Monterrey, EGADE Business School, Mexico*
Claudia Quintanilla, Tecnológico de Monterrey, EGADE Business School, Mexico*
Maria Eugenia Perez, Tecnológico de Monterrey, EGADE Business School, Mexico*
Like all major life transitions, aging and retirement produce new self-identities that are reflected in the way consumers give meaning
to their lives. These findings highlight differences related to age on the goals accomplished through consumption and also show how
temporal orientation affects the meaning of consumption experiences.
Coffee Break
9:15-9:30a.m.
Session 7
9:30-10:45a.m.
151
7.1 Attention and Perception
Room: Junior B
Chair: Natalia Yannopoulou, Newcastle University, UK
1. The Influences of Social Power on Social and Physical Distance
Yanli Jia, Chinese University of Hong Kong, Hong Kong*
Hao Hu, Chinese University of Hong Kong, Hong Kong
Relative to powerless individuals, powerful ones are motivated to be close to the person over whom they have power, but distant from
general others. This difference is reflected in both the physical distance from others at which sit, conformity behavior, and the
willingness to give and receive gifts.
2. When Good Things Come to an End: Mispredicting Motivation for Unavailable Goods
Yang Yang, Carnegie Mellon University, USA*
Carey Morewedge, Carnegie Mellon University, USA
Jeff Galak, Carnegie Mellon University, USA
We examine how consumers’ desire for goods to which they lose access unfolds over time. Forecasters believe their desire for goods
forgone will remain constant, whereas their actual desire decreases over time. This decreased desire appears due to a reallocation of
attention to their current experience.
3. When are Frugal Consumers NOT Frugal? It Depends on Whom They are With
Seung Hwan Lee, Colorado State University, USA*
Despite previous research showing that frugal consumers are generally resistant to social influences, findings from four studies reveal
that when frugal individuals consume with high-spending networks, they spend more than those that consume with low-spending
networks. In addition, these effects occur only in strong-tie networks and for publicly consumed products.
4. In or Out of Focus? Subcategories Trigger In-Group Heterogeneity and Out-Group Homogeneity Effects in Product
Assortments
Erica van Herpen, University of Wagening, The Netherlands*
Anick Bosmans, Tilburg University, The Netherlands
We investigate how the presence of a subcategory influences consumers’ variety perceptions of products in and outside that
subcategory. Two experiments show that subcategories trigger in-group heterogeneity and out-group homogeneity. Furthermore,
consumers focus on the subcategory of interest, such that perceived variety increases for this but decreases for the alternative
sub-category.
152
7.2 Online Social Networks: Why do We Use Them and How Do They Affect Us?
Room: Junior C
Chair: Eva Buechel, University of Miami, USA
1. Need Satisfaction from Interacting with People vs. Content: The Roles of Motivational Orientation and Identification with
Social Media Groups
Donna Hoffman, University of California Riverside, USA*
Tom Novak, University of California Riverside, USA
Drawing on self-determination theory, we evaluate how motivational orientation and the importance to identity of one’s online social
groups influence how need satisfaction may emerge from one’s interactions with either people or content. A large sample study
evaluated in a multilevel modeling framework provides support for three sets of hypotheses.
2. Facebook Therapy? Why People Share Self-Relevant Content Online
Eva Buechel, University of Miami, USA*
We suggest that emotionally unstable individuals use their online social networks to help regulate their emotions. Accordingly, we
find these individuals post more status updates and express more emotions when doing so – a tendency not observed offline. Further,
such emotional writing helps them repair well-being after negative experiences.
3. Are Close Friends the Enemy? Online Social Networks, Narcissism and Self-Control
Keith Wilcox, Columbia University, USA*
Andrew Stephen, University of Pittsburgh, USA
This research demonstrates that social networks lead people to adopt a narcissistic mindset. This mindset remains active after social
network use, such that people show narcissistic tendencies after logging-off the network. Specifically, browsing a social network is
shown to lead to poor self-control and higher levels of situational narcissism.
4. The Facebook Effect: Are Judgments Influenced by the Knowledge that Others Are Also Evaluating?
Claire Tsai, University of Toronto, Canada*
Min Zhao, University of Toronto, Canada
Companies are increasingly relying on virtual social networks to collect data. We show that the knowledge that virtual others are also
evaluating the same items can dampen evaluations in various domains, due to the decreased confidence in (the correctness of)
judgments and increased need to conform to (perceived) consensus.
153
7.3 Brands as Means of Self-Expression: Threatened, Unexpressed, Omnivorous, and
Flexible Self
Room: Junior D
Chair: Jingjing Ma, Northwestern University, USA
1. Being Mean to Keep ‘Em Keen: Retail Rejection Increases Aspiring Consumers’ Desire for the Rejecting Brand
Morgan Ward, Southern Methodist University, USA*
When one’s self-concept is threatened, s/he is more likely to acquire objects that reaffirm the self. We consider the moderating effect
of individuals’ identity and predict that rejection by a brand representing one’s ideal (vs. actual) self may increase his/her assessments
and desire to consume products from the rejecting brand.
2. The Unexpressed Self: The Impact of Restricting Freedom of Self-Expression on Brand Preferences
Jingjing Ma, Northwestern University, USA*
Ryan Hamilton, Emory University, USA
Alexander Chernev, Northwestern University, USA
Consumers are frequently unable to express their opinions due to restrictions imposed by the government and social norms. We show
that restricting consumers’ ability to express their opinions on important social and political issues leads to increased need for
self-expression and conspicuous consumption, strengthening individuals’ preferences for self-expressive brands.
3. Breaking Status Boundaries: When Inter-Status Brand Collaborations Undermine Self-Expression by Omnivorous Consumers
Renée Gosline, MIT, USA*
Jeffrey Lee, Harvard Business School, USA
If consumers express their identities through brands, how are partnerships between high and lower-status brands received? We show
that omnivorous owners of both brands penalize these collaborations more than univorous owners of either brand. We argue that
boundary-violating behavior is rooted in self-expression, which is undermined by inter-status collaborations.
4. Will Broad Identity Make People Feel Stronger? The Impact of Identity Framing on Motivation and Self-Control Behavior
Ying Ding, Peking University, China*
Jing Xu, Peking University, China
Echo Wan, University of Hong Kong, Hong Kong
Three experiments test the proposition that consumers with a broad identity (vs. a narrow identity) will perceive having more social
resources, which in turn enhances the motivation on social tasks and improves their self-control. Our results also show that this effect
is contingent upon the nature of the interpersonal relationship.
154
7.4 The Control Dilemma: Pros and Cons of Perceived Control on Self-Regulation
Room: Pavilion A
Chair: Jaideep Sengupta, HKUST, Hong Kong
1. Environmental Disorder Leads to Self-Regulatory Failure
Boyoun (Grace) Chae, University of British Columbia, Canada*
Rui (Juliet) Zhu, University of British Columbia, Canada
We examine the impact of environmental orderliness on consumers’ self-regulation. We propose that a disorganized (vs. organized)
environment threatens individuals' sense of personal control. Because coping with this threat depletes cognitive resources, individuals
exposed to a disorganized (vs. organized) environment are more likely to exhibit self-regulatory failures.
2. What’s the Point of Temptation if You Don’t Give in to It? The Positive Impact of Vice Consumption on Consumer Vitality
Fangyuan Chen, HKUST, Hong Kong*
Drawing on self-determination theory, we propose that vice consumption–e.g., eating a tempting snack – enhances vitality, and
consequently, creativity and self-control. The vitalizing effect of vice (vs. virtue) consumption is greater when such behavior can be
justified – e.g., on the grounds it was externally-imposed rather than self-chosen.
3. Let Freedom Ring? Divergent Effects of Free Choice on Goal Pursuit
Jordan Etkin, University of Maryland, USA*
This research considers choice freedom in the context of goal pursuit. We show that when a goal is highly active at the time of choice,
free (vs. restricted) choice satisfies the goal, decreasing subsequent goal pursuit, whereas when a goal is inactive, free (vs. restricted)
choice increases goal activation/ pursuit.
4. Kids in the Candy Store: The Motivational Consequences of Multiple Goals
Szu-chi Huang, University of Texas at Austin, USA*
Ying Zhang, University of Texas at Austin, USA
We explore how the freedom to choose between multiple different rewards exerts different motivational consequences depending on
goal-pursuit stage. At the initiation stage, consumers perceive multiple rewards as substitutable, and such freedom of choice enhances
motivation. At the advanced stage, multiple rewards are perceived as mutually competitive, lowering motivation.
155
7.5 Power and Decision Making: Exploring the Processes and Nuances
Room: Pavilion B
Chair: Selin A. Malkoc, Washington University in St. Louis, USA
1. Power and Unconventional Choice
Mehdi Mourali, University of Calgary, Canada*
Frank Pons, Université Laval, Canada
We propose powerful consumers often make unconventional choices to signal their power to others. Building on identity-signaling
research, we argue high-power individuals feel compelled to communicate. One way to signal one’s power is to show one is not afraid
to make bold, unconventional, choices.
2. The Power Switch: How Psychological Power Influences Brand Switching Decisions
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Lingjing Zhan, Hong Kong Polytechnic University, Hong Kong*
Derek Rucker, Northwestern University, USA
Three experiments show consumers’ propensity to switch brands increases under incidentally heightened states of power. Adding a
novel perspective to the power literature, we demonstrate allowing people to engage in action can sate the action orientation of high
power.
3. Not All Power is Created Equal: Role of Social and Personal Power in Decision Making
Selin A. Malkoc, Washington University in St. Louis, USA*
Michelle Duguid, Washington University in St. Louis, USA
We demonstrate the effect of power on context effects depends on its type: personal (vs. social) power attenuates the compromise
effect, augments the choice deferral, and has no effect on the attraction effect. We further demonstrate that a heightened sense of
freedom for those with personal power drives these effects.
4. Experience vs. Expectations of Power: A Recipe for Altering the Effects of Power
Miao Hu, Northwestern University, USA*
Derek Rucker, Northwestern University, USA
Adam Galinsky, Northwestern University, USA
When low-power individuals focus on the experience of power (how it feels to lack power), they show an increased preference for
status and greater information processing, replicating past research. In contrast, shifting people’s attention to what others expect of
them reverses these previously demonstrated findings.
156
7.6 Experiencing and Evaluating in the Brain: fMRI and Single-Neuron Studies
Room: Pavilion C
Chair: Moran Cerf, New York University, USA
1. Experiencing and Evaluating in the Brain: fMRI and Single-Neuron Studies
Moran Cerf, New York University and University of California Los Angeles, USA*
Vicki Morwitz, New York University, USA
Tom Meyvis, New York University, USA
Eric Greenleaf, New York University, USA
We monitored neuronal activity with implanted electrodes, using patients undergoing neurosurgery. Participants viewed videos with
relatively high emotional content and were instructed to naturally view the content or regulate their emotions. We find emotions
regulation is reflected by systematic patterns in single neuron activity.
2. How Incidental Affect Alters Subsequent Judgments: Insights from a Human fMRI Study
Hilke Plassmann, INSEAD, France*
Beth Pavlicek, École des Neurosciences de Paris, France
Incidental affect prior to consumption influences the evaluation of the consumed good, but the processes underlying this incidental
reward effect is not well understood. We find behavioral responses support “affect-as-information” theories, but the neural data find
evidence for an affect-regulation hypothesis.
3. Risk and Attribute Framing: They’re Different
William Hedgcock, University of Iowa, USA*
Irwin Levin, University of Iowa, USA
Kameko Halfman, University of Iowa, USA
Jooyoung Park, University of Iowa, USA
Natalie Denburg, University of Iowa, USA
Research suggests there are several types of valence-framing effects but little is known about how these types differ. We find risk and
attribute-framing effects have different behavioral and neural correlates and that reduced emotional processing affects attribute
framing, but not risk framing.
4. Identifying Emotions on the Basis of Neural Activation
Karim Kassam, Carnegie Mellon University, USA*
Amanda Markey, Carnegie Mellon University, USA
Vladimir Cherkassky, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA
Marcel Just, Carnegie Mellon University, USA
We show specific emotional states can be identified on the basis of their neural signatures, and these signatures are reliably activated
across episodes, individuals, and different emotional experiences. Results inform our understanding of emotional processes and
suggest the potential to infer reactions to arbitrary stimuli.
157
7.7 Rituals Improve Emotions, Consumption, Interpersonal Relationships, and Even Luck
Room: Pavilion D
Chair: Kathleen Vohs, University of Minnesota, USA
1. Rituals Enhance the Experience of Consumption
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Consumers often use systematized sequences of behaviors — i.e., rituals — in order to signify an event, and quite often those are
consumption experiences. We hypothesize one reason rituals are so tightly tied to consumption is that they amplify experiences. Four
experiments test and find support for this hypothesis.
2. Home and Commercial Hospitality Rituals in Arab Gulf Countries
Rana Sobh, Qatar University, Qatar
Jonathan Wilson, University of Greenwich, UK
Karim Ginena, College of Graduate Islamic Studies, Qatar
Using depth interviews and observations of domestic and commercial hospitality rituals in Qatar and the UAE, we explore culturallyconstructed meanings of hospitality rituals in Arab Gulf States. We examine associated performative symbolic constructions of ethnic
identity, as well as complexities arising when Bedouin rituals of hospitality are urbanized and commoditized.
3. Rituals Alleviate Grieving for Loved Ones, Lovers, and Lotteries
Michael Norton, Harvard University, USA*
Francesca Gino, Harvard University, USA
Across two experiments, participants who are directed to reflect on past rituals or assigned to complete novel rituals after experiencing
losses – of loved ones, lovers, and lotteries – report lower levels of grief. Increased feelings of control after rituals mediate this
relationship, and beliefs in the effectiveness of rituals enhance their positive effects.
4. Rituals for Reversing One’s Fortune
Jane Risen, University of Chicago, USA*
Yan Zhang, National University of Singapore, Singapore
Christine Hosey, University of Chicago, USA
Four experiments demonstrate that engaging in superstitious rituals reduce the pessimism that typically follows a jinx relative to
non-superstitious behaviors. After jinxing themselves, participants who knock down on a table or throw a tennis ball believe negative
outcomes are less likely than participants who knock up or hold a ball.
158
7.8 Attitude Theory
Room: Port Alberni
Chair: Robert D. Jewell, Kent State University, USA
1. The ‘No Hard Feelings’ Effect: Voters’ Resolution of Ambivalence to Make a Choice between Candidates
Robert D. Jewell, Kent State University, USA*
Jennifer Wiggins Johnson, Kent State University, USA*
Hyun Jung Lee, Kent State University, USA
This longitudinal study of presidential elections shows voters resolve their ambivalence and polarize their attitudes toward the
candidates as the deadline to vote becomes imminent. After the election, attitudes and ambivalence exhibit a rebound pattern, the “no
hard feelings effect,” but only toward the un-chosen candidate.
2. Implicit Measures of Motivation: Convergent, Discriminant and Predictive Validity
Alexandra Kraus, Aarhus University, Denmark*
Joachim Scholderer, Aarhus University, Denmark
We develop two implicit measures of motivation to measure incentive salience (‘wanting’) towards food. Both measures are validated
against explicit measures, implicit measures of evaluation (‘liking’), and behavior. The motivational IAT-RF is always superior to the
motivational IAT. It yields high predictive validities and is clearly distinguishable from implicit measures of evaluation.
3. Do You Believe in Love at First Sight? I Do: Implicit Self-Theories and Attitude Strength
JaeHwan Kwon, University of Iowa, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
The attitude literature consistently finds that strong attitudes are products of effortful cognitive elaboration. We argue that the link
between elaboration and attitude strength could be more complicated: depending on implicit self-theories, individuals may form strong
attitudes without elaboration.
4. The Role of Personal Relevance in the Effect of Ad Repetition on Attitudes and Choice
Ann Kronrod, MIT, USA*
Joel Huber, Duke University, USA
Based on conversation theories, we show that frequently repeating an ad for an irrelevant product can be highly irritating, but choice
of the very same product is positively correlated with ad repetition once the product becomes relevant.
159
7.9 Socio-Historical Change and Representations of Consumers in Ads
Room: Port McNeill
Chair: Melanie Wallendorf, University of Arizona, USA
1. Making the Changing Scene
Sidney J. Levy, University of Arizona, USA*
This presentation provides context for the session, with material from over 60 years’ experience conducting participant-observation
marketing research, interpreting it for brand managers at consumer product firms, and “swimming in the culture.” Three epochs of JIF
peanut butter advertising are portrayed and semiotically analyzed for cultural meanings and dynamic trajectory.
2. Working Reality: Advertising Representations of Social Class and Race during a Time of Increasing Income Inequality,
1970-2010
Erika Paulson, University of Wisconsin - Madison, USA*
Thomas C. O'Guinn, University of Wisconsin - Madison, USA*
We show what the U.S. population looks like as represented in general-interest magazine advertising from 1970-2010. We compare
these representations with actual social demography of the U.S. during this same period, when income inequality was rising. We also
show the use of social-class specific ways of leveraging class mythologies.
3. “I am Canadian:” The Rise of Canadian Identity in Canada's Censuses, 1981-2006
Gillian Stevens, University of Alberta, Canada*
The “I am Canadian” campaign for Molson's Canadian beer, first aired in 2000, became an overnight phenomenon. Its success rode
(and helped produce the crest of) a wave of nationalistic identity that can be traced through self-reports of race and ethnic origins in
Canadian censuses from 1981 through 2006.
4. An Historical Analysis of Archetypical Shifts in Representations of Women in Luxury-Product Advertising in the early 1960s
Alyssa Travis, University of Arizona, USA*
Melanie Wallendorf, University of Arizona, USA*
How do representations of women in advertising change with political and social change? The early 1960s dramatically altered
advertising conventions for representing women. We closely examine changing representations around the time of the assassination of
JFK, Second Wave Feminism, and the FDA’s approval of birth control pills.
160
7.10 Charitable Giving and Prosocial Behavior II
Room: Parksville
Chair: Ioannis Evangelidis, Erasmus University Rotterdam, The Netherlands
1. The Dead People Bias in Disaster Aid
Ioannis Evangelidis, Erasmus University Rotterdam, The Netherlands*
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
Through an analysis of real disaster relief data and three experiments, we show private disaster aid is driven by the number of dead,
and not the number of affected, who are actually the beneficiaries of disaster relief. We discuss the underlying mechanism and ways
that de-biasing is possible.
2. In the Aftermath of an Earthquake: The Interactive Role of Self-construal and Victim Group-Status in Charitable Behavior
Rod Duclos, HKUST, Hong Kong
Alixandra Barasch, University of Pennsylvania, USA*
Building on self-construal theory, we examine the conditions under which interdependents are more/less charitable than independents.
We identify the moderating influence of victim group-status (in vs. out) and the mediating role of lay beliefs (e.g., extent to which one
believes helping others promotes happiness) in the process.
3. Self Construal and the Identifiable Victim Effect
Jiao Zhang, University of Miami, USA
According to past research, identifying a victim increases emotional arousal and consequently a donor’s willingness to contribute. Our
central premise is that compared to individuals with an independent self-construal, individuals with an interdependent self-construal
will not be motivated by victim identification.
4. Power Distance Belief, Status, and Charity Giving
DaHee Han, Indiana University, USA*
Adam Duhachek, Indiana University, USA
Ashok K. Lalwani, Indiana University, USA
Three studies examine the link between power distance belief (PDB), status, and charity giving. Results suggested that among high
(low) PDB consumers, status is positively (negatively) associated with charity giving. We trace these results to the differential
empathy felt by high and low status people in the two types of systems.
161
7.11 Food, Nutrition, and Health II
Room: Orca
Chair: Dipayan Biswas, University of South Florida, USA*
1. The Traffic Light Colors Red and Green in the Context of Healthy Food Decision-Making
Joerg Koenigstorfer, Pennsylvania State University, USA*
Andrea Groeppel-Klein, Saarland University, Germany
Friederike Kamm, Saarland University, Germany
Michaela Rohr, Saarland University, Germany
Dirk Wentura, Saarland University, Germany
The traffic light color red (signaling “stop”’) intensifies automatic avoidance of unhealthy foods, while green (signaling “go”) does
not increase approach to healthy foods. This mechanism helps low (vs. high) self-control consumers make healthier purchases in
supermarkets, where traffic light-colored nutrition labels are implemented on the front of product packages.
2. Trading off Health for Thrift in a Supersized World
Kelly L. Haws, Texas A&M University, USA*
This research reveals supersized pricing strategies can cause consumers to experience a conflict between thrift and health goals, with
consumers trading off health for thrift and purchasing larger sizes relative to linear pricing, leading to increased consumption.
Situational health-goal salience can prevent a tradeoff of health for thrift.
3. Food Customization: How Decision Frame Influences Choice
Anish Nagpal, University of Melbourne, Australia*
Jing (Jill) Lei, University of Melbourne, Australia
Adwait Khare, University of Texas at Arlington, USA
Although prior research examines the effect of choose vs. reject decision frames on the quantity of items selected, it is surprisingly
mute on the quality of the choice. Across three studies, we show how decision frames impact the choice of healthy and unhealt hy food
items during food customization.
4. Something to Chew on: Mastication based on Food Haptics and its Impact on Calorie Estimation
Dipayan Biswas, University of South Florida, USA*
Courtney Szocs, University of South Florida, USA*
The results of three experiments show food haptics and mastication influence consumer calorie estimations. Specifically, higher
mastication (based on rougher vs. smoother and harder vs. softer foods) reduces calorie estimation, with the effects becoming
attenuated when decisions are made under time pressure and reversed for consumers with high BMI.
162
7.12 Numerical Cognition
Room: Finback
Chair: Bart de Langhe, University of Colorado at Boulder, USA
1. Numerical Cognition and a Mere-Looking Effect in Multi-Attribute Choice
Ellen Peters, Ohio State University, USA*
Louise Meilleur, Ohio State University, USA
We examine the causal effects of attention in multi-attribute binary choices. In the present studies, we take advantage of
numerical-cognition findings that Arabic integers have a left-to-right spatial orientation that can subtly shift attention between options.
Preference reversals emerged. This “mere-looking” effect suggests a strong link between visual attention and choice.
2. Need for Speed?
Bart de Langhe, University of Colorado at Boulder, USA
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands*
Time-saving technologies provide consumers the opportunity to buy time with money. Marketers tend to express the performance of
time-saving technologies in terms of speed (e.g., megabytes per second, pages per minute). Because consumers miscomprehend the
relationship between speed increases and time savings, their valuation of time-saving technologies is systematically biased.
3. Tipping the Scale: Discriminability Effects in Measurement
Katherine Burson, University of Michigan, USA*
Richard Larrick, Duke University, USA
A ratio scale can be multiplied by an arbitrary factor (e.g., 10) while preserving all critical information. However, we demonstrate that
expanded (e.g. 100 vs. 10.0-point) scales increase the relative importance of attributes in conjoint, though they do not increase
participants’ explicit importance ratings. They also show diminishing sensitivity.
4. When to Put the Cart in Front of the Horse: How Presentation Order of Goal Reward and Effort Information Affects Goal
Pursuit
Yong Kyu Lee, Virginia Tech, USA
We show how consumers can be motivated to pursue goals at the initial stages of goal pursuit. We argue that presenting reward
information first followed by effort (vs. effort first followed by reward) decreases the salience of effort and enhances goal-pursuit
when effort required is large (but not small).
163
7.13 Innovation and Creativity
Room: Galiano
Chair: Gerri Spassova, Monash University, Australia*
1. The Difference Novelty Makes: Incidental Exposure to Unfamiliar Stimuli Primes Exploratory Behavior
Gerri Spassova, Monash University, Australia*
Alice Isen, Cornell University, USA
We investigate the role of contextual factors on consumer innovativeness. We propose that contextual exposure to novelty primes
exploratory behavior that manifests in selecting less familiar and more diverse options in a subsequent choice task. Three studies
demonstrate these effects and investigate the real-choice consequences by examining consumers’ post-sampling satisfaction.
2. On the Impact of Prior Ideas on Ideation Performance in Ideation Contests
Suleiman Aryobsei, University of St. Gallen, Switzerland*
Reto Hofstetter, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
We investigate the effect of prior ideas on the quality of subsequently submitted ideas in public ideation contests. Both experimental
and field data suggest solvers are influenced by prior ideas, and that their own ideation performance can benefit from building upon
high-quality ideas.
3. Easy Like a Sunday Morning: How the Fluency of Analogies Affects Innovation Liking
Antonia Erz, Copenhagen Business School, Denmark*
Bo T. Christensen, Copenhagen Business School, Denmark
Torsten Tomczak, University of St. Gallen, Switzerland
We investigate how consumers judge innovations based on the meta-cognitive experiences they draw from the processing fluency of
analogies in ads. An online experiment with 503 consumers tests the relationship between analogy similarity and processing fluency,
and the effect the fluency of analogies has on innovation liking and purchase intention.
4. Everyday Objects of Desire: Dimensions of Design Innovation and the Centrality of Product Aesthetics
Harold Cassab, University of Auckland, New Zealand
Claudiu Dimofte, San Diego State, USA*
We investigate the role of product and personal factors on consumer response to design innovation. Results show that functional
innovation in hedonic products and form innovation in utilitarian products produce more favorable consumer responses. Also,
automatic reactions toward innovation shape the relationship between design innovativeness and consumer attitudes.
164
7.14 Stereotypes, Memories and Nostalgia: Contested States of Longing, Belonging, and
Being within Consumer Acculturation
Room: Granville
Chair: Andrew Lindridge, The Open University, UK
1. “Russians Always Wear Red Lipstick:” Acculturation, Identity and Stereotypes
Natalia Tolstikova, Stockholm University, Sweden*
Susanna Molander, Stockholm University, Sweden*
We investigate how stereotyping affects consumer acculturation illustrated through the study of Russians living in Stockholm,
Sweden. Stereotypes can be seen as subjective positions mutually constructed by Swedes and Russians; positions that operate as a
reference points from which people compare/distinguish themselves within consumer acculturation.
2. Memories of Pre- and Post-Migration Consumption: Better Times or Embodiments of a Defensive Mental State?
Andrew Lindridge, The Open University, UK*
Previous studies focus on the relationship between consumption and post-migration with little consideration of the traumatic effects of
migration. I question the assumptions of migration being a positive process by exploring consumption as an embodiment of traumatic
shift in migrants’ psyches, and subsequent memories and behaviors.
3. Home Sweet Home: The Role of Home Country Nostalgia on Immigrants’ Acculturation and Consumption
Celina Stamboli-Rodriguez, Iseg,, France*
Luca Visconti, ESCP Europe, France*
This work helps advance acculturation research by locating immigrants’ home-country nostalgia in the middle of the acculturation
process. We detect a circular process connecting home-country nostalgia to immigrants’ consumption, and elaborate four
manifestations of nostalgic consumption: shelter, tribute, solidarity, and reculturation.
4. Social Status Implications of Transmigrants’ Consumer Practices in Their Cultures of Origin
Mine Üçok Hughes, Woodbury University, USA*
Rooted in ethnographic research, this paper explores the consumption practices, experiences, perceptions and identity negotiations of
Turkish transmigrants during their annual visits to Turkey, and the subsequent implications on their social status. Building on previous
literature, the contributions emphasize the importance of transmigrant identity positionings in their cultures of origin.
165
7.15 Customer/Provider Interactions
Room: Junior A
Chair: Fang-Chi Lu, University of Iowa, USA
1. When Do Consumers Forgive? A Causal Attribution Model of Marketer Transgression and the Moderating Effects of
Self-Construal
Fang-Chi Lu, University of Iowa, USA*
Jayati Sinha, University of Arizona, USA
Narayan Janakiraman, University of Arizona, USA
In the context of service and product failure, this research demonstrates that brand forgiveness mediates causal attribution effects on
consumers’ post-transgression behavioral intentions, brand relationship influences consumers’ attribution about the transgression
stability, and the attribution effects on behavioral intentions and compensation preferences depend on consumers’ self-construal.
2. Walk a Mile in MY Shoes: Psychological Ownership and Psychological Distance
Bart Claus, Iéseg School of Management, France*
Wouter Vanhouche, Lessius University College, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium
Luk Warlop, Katholieke University Leuven, Belgium and BI Oslo, Norway
Ownership is a key concept to set consumer behavior apart from related disciplines. Nevertheless, the psychological nature of this
construct is grossly understudied. Our studies use CLT to show that ownership is related to psychological closeness, and conversely,
low construal levels facilitate seeing objects as one’s possessions.
3. Recovering from Ethical Failures: Role of External Attribution and Monetary Compensation
Sekar Raju, Iowa State University, USA*
We examine the two different recovery strategies from ethical failures—external attribution and monetary compensation. We find that
while both strategies improve consumer attitudes post-failure, only external attribution improves behavioral intentions and reduces the
likelihood of future ethical failures.
166
7.16 Film Festival II
1. Arab Hospitality
Rana Sobh, University of Qatar, Qatar
We examine contemporary Arab Hospitality in Qatar and UAE at three levels: home hospitality, commercial hospitality, and
hospitality toward the foreigners who comprise the majority of the populations in both countries. We find that divergences in these
practices unify some and alienate others within Arab Gulf cultures.
2. Differing Days - Planning and Emergence in Contemporary Mundane Routines
Karolus Vittala, Aalto University, Finland*
This videography illustrates how our everyday life is a flux of emergent relations—one in which our conventional notion of cognitive
agency may have much less to do with than we tend to allow. It seems that we plan ahead only to become swept away by the moment.
3. Fear and Flow: Climbing the Bugaboos, British Columbia
Tommy Chandler, Backcountry.com, Utah, USA
Jeff Foreman, North Georgia College and State University, USA*
Aditi Grover, Plymouth State University, USA*
Karen Hood, University of Arkansas at Little Rock, USA*
Rock climbing is often featured as a metaphoric illustration in business instructional and inspirational materials. As in business, rock
climbing involves a balance of flow and fear. We capture the combination of the two in our short video exploring rock climbers doing
what they love in the Bugaboos, British Columbia.
Coffee Break
10:45-11:00a.m.
ACR 2013 Planning Meeting – Open to All (Junior A)
Co-Chairs: Simona Botti, London Business School, UK
Aparna Laproo, University of Toronto, Canada
10:45-11:00 a.m.
Session 8
11:00a.m.-12:15p.m.
167
168
8.1 Forming and Sustaining Identity
Room: Junior B
Chair: Chihling Liu, University of Manchester, UK*
1. The Meaning of Nature and Its Implications on Individual Consumption Behavior
Vimala Kunchamboo, Monash University, Malaysia*
Christina K.C Lee, Monash University, Malaysia
This article explores the meaning of nature in order to provide an insight into how an individual’s relationship with nature influences
sustainable consumption. We use a grounded-theory approach to explore consumers’ thoughts, feelings and images about nature. The
findings contribute to the consumer behavior and sustainable consumption literature.
2. The Distributed Spirit of Consumerism: How Consumers Inform and Defend Themselves in a Fragmented World
Dominique Roux, Université Paris Sud, France*
Corinne Chevalier, Université Paris Sud, France
Lydiane Nabec, Université Paris Sud, France
The paper aims at exploring how consumers inform and defend themselves in a more complex, multi-actors environment. Using two
sets of data, it shows the erosion of the preventive role of non-profit consumer organizations and unveils how consumers create
support-based online communities to organize collective defense.
3. Transformational Solutions of Self through Companion Animals
Jill Mosteller, Portland State University, USA*
We examine how one’s identity related to companion animals can create transformational solutions of self, enabled or constrained by
resources and social support. We explain how these transitions emerge into two types of synthesized solutions, one functional, another
dysfunctional, in order for one to manage a coherent sense of self.
4. In Pursuit of Being Different
Ralf Weinberger, University of Innsbruck, Austria
This study assumes individuals’ desires for autonomy as well as concessions to conformity inform consumers’ attempts to create
consumption styles that are different. Our interpretive study investigates into the willful ignorance, non-non-conformity, and
defamiliarization practices of Anders-sein—a hybrid but distinct form of identity construction via fashion and lifestyle.
169
8.2 The Good, the Bad, and the Ugly of Consumer Spending within Close Relationships
Room: Junior C
Co-chairs: Kristina Durante, University of Texas at San Antonio, USA
1. I Love You Both Equally, But… Parental Spending on Girls vs. Boys in Economic Recessions
Kristina Durante, University of Texas at San Antonio, USA*
Andrew E. White, Arizona State University, USA
Does a recession influence how parents spend money on their children? Drawing on theory in animal behavior, a series of archival and
lab studies examines how the economic climate affects spending on boys vs. girls. We show economic recessions consistently lead
people to spend more on girls than boys.
2. Romantic Motives and Men’s Conspicuous Consumption: The Role of Materialism
Inge Lens, KU Leuven, Belgium*
Luk Warlop, KU Leuven, Belgium and Norwegian Business School (BI), Norway and Norwegian Business School (BI),
Norway
What are the conditions under which men conspicuously consume to attract mates? Using real dating situations, we show materialism
predicts whether men rely on conspicuous consumption to attract women. Additional findings show materialistic men choose partners
who fulfill a similar function as conspicuously-displayed status products.
3. When is Saving Sexy? The Role of Construal Level in Shaping the Appeal of Savers and Spenders as Romantic Relationship
Partners
Jenny Olson, University of Michigan, USA*
Two studies reveal individuals induced to have a concrete mindset evaluate savers to be significantly more attractive than spenders.
This pattern disappears among those induced to have an abstract mindset. Concrete mindsets increase the appeal of responsible
partners, and savers are viewed as more responsible.
4. Why is Materialism Bad for Marriage? Testing Pathways Linking Materialism to Divorce
Jill Sundie, University of Texas at San Antonio, USA*
James Burroughs, University of Virginia, USA
Daniel Beal, Rice University, USA
Materialism correlates with (decreased) well-being and (poor) social functioning. Materialists may have tenuous marriages, but why
materialism might erode marriage is unclear and understudied. We explore three pathways linking materialism to divorce intentions:
financial management, relationship investment, and conflict coping styles. Mediators include: poor consumer credit, low relationship
investment, and hostile coping.
170
8.3 Narrative Persuasion: Applications and Reflections from Three Disciplines
Room: Junior D
Co-chairs: David Brinberg, Virginia Tech, USA
Anne Hamby, Virginia Tech, USA
1. Narrative Engagement across Media Forms and Levels of Interactivity
Rick Busselle, Washington State University, USA*
The present paper describes a conceptual structure to organize narrative experiences across genres and media platforms based on the
extent to which they approximate real-life experiences, and reviews the theoretical and conceptual explanations used to describe and
understand narrative experiences.
2. Narratives in Cancer Prevention: A Review of a 10-Year Research Program
Matthew Kreuter, Washington University, USA*
Participants viewed either a narrative- or information- format video regarding breast cancer. The narrative video was better liked,
enhanced recall, reduced counter-arguing, reduced perceived fewer barriers to mammography, increased confidence that
mammograms work, and increased perceptions of cancer as an important problem. Possible mechanisms for these effects are explored.
3. The Effects of Social Relationships on Narrative Persuasion
Jing Wang, University of Iowa, USA*
Jennifer Edson Escalas, Vanderbilt University, USA
We examine how loneliness affects whether narratives persuade consumers. Three studies explore contrasting hypotheses that lonely
consumers are more likely to be transported due to the need to create human connections. or less likely due to their inability to relate
to stories focused on human interaction.
4. A Framework of Narrative Persuasion
Anne Hamby, Virginia Tech, USA*
Kim Daniloski, University of Scranton, USA
David Brinberg, Virginia Tech, USA
We develop a framework to organize narrative persuasion research, exploring the relations between input variables (e.g., narrative
format) to primary (e.g., emotion) and secondary (e.g. self-referencing) mediating processes, to persuasion-related outcome variables
(e.g. attitude change). We also incorporate relevant moderators (e.g. need for affect).
171
8.4 A Variety of Views on Variety-Seeking
Room: Pavilion A
Co-chairs: Yanping Tu, University of Chicago, USA
Aner Sela, University of Florida, USA
1. Preferring the Same, but Consuming Differently: Vicarious Satiation and Variety-Seeking in Groups
Yanping Tu, University of Chicago, USA*
Ayelet Fishbach, University of Chicago, USA
We show the variety of products that group members choose to consume is larger than the variety of products they identify as their
preferred ones. This occurs because others’ consumption-oriented choices (but not stated preferences) can vicariously satiate one’s
own desire, leading to greater variety in consumption than in preference.
2. Less is More: Variety as a Preference Strength Signal
Aner Sela, University of Florida, USA
Michal Maimaran, Northwestern University, USA*
We show people choose variety strategically, to signal the strength of their preferences. When self-presentation cues are present,
people choose less variety among socially-desirable options, thereby signaling strong, identity-related preferences for the selected
options. Yet they choose more variety among socially-undesirable options, thereby signaling weak, identity-unrelated preferences for
such options.
3. The “Visual Preference Heuristic” and the Influence of Visual vs. Verbal Depiction on Perceived Assortment Variety
Claudia Townsend, University of Miami, USA*
Barbara Kahn, University of Pennsylvania, USA
We identify and examine the consequences of a “visual preference heuristic” – that consumers choose visual depiction of information
over verbal. Additionally we find that image depiction produces greater perceptions of assortment variety than text depiction which,
while positive in small choice sets, in large choice sets is not.
4. Variety and the Spice of Life: The Effect of Spicy Gustatory Experiences on Variety-Seeking
Sayantani Mukherjee, California State University Long Beach, USA*
Katina Kulow, University of South Carolina, USA
We test if gustatory sensations of spiciness lead to increased variety-seeking. Adding to emerging findings on embodied cognition, we
show that eating more (vs. less) spicy chips results in greater variety-seeking when choosing among highlighters (study 1) or
chocolates (study 2), when an alternative opportunity to demonstrate variety is absent.
172
8.5 Nonconscious Processing
Room: Pavilion B
Chair: Julia Bayuk, University of Delaware, USA
1. Resistance to Persuasion: Minimizing Cognitive Effort by Implicit Forewarning
Marieke Fransen, University of Amsterdam, The Netherlands*
Traditional strategies helping people to resist persuasion, like forewarning, all require cognitive capacity. Typically, however,
consumers are not able or motivated to allocate their scarce cognitive resources to adopt resistance strategies. This research reveals an
implicit forewarning strategy that thwarts the need for cognitive capacity.
2. False but Persuasive Information: The Automatic Success of Infomercials
Claudiu Dimofte, San Diego State, USA*
Richard Yalch, University of Washington, USA
Kyra Wiggin, University of Washington, USA
Infomercials often succeed because they stimulate a curious nonbelief that operates differently at explicit and implicit levels.
Explicitly, consumers are curious but reject the product claims. Implicitly, they are both curious and accept the claims. Discounting
cues presented before but not after the message counter the implicit effect.
3. From Bye-Bye to Buy-Buy: Influence of Homophone Priming on Judgment and Behavior
Paul Herr, Virginia Tech, USA
Can reading “bye” influence how much someone will pay to “buy” a product? Can reading “wait” influence perceptions of an object’s
“weight”? We investigate conditions where one homophone – a word that sounds the same as another but has different spelling and
meaning –primes perceptions and behaviors related to the complementary homophone.
4. Correcting for Unconscious Experiential Processing
Francine Espinoza Petersen, ESMT, Germany*
We manipulate the subjective experience of certainty associated with a recommendation using subliminal priming and find that
consumers correct their judgments in opposite directions, depending on whether they are primed with certainty or uncertainty. These
results demonstrate that consumers can correct for unconscious experiential processing, in contrast to previous research.
173
8.6 Encouraging Healthier Food Consumption: The Role of Product Package Cues
Room: Pavilion C
Co-chairs: Paul M. Connell, City University London, UK
Elizabeth G. Miller, University of Massachusetts, Amherst, USA
1. The Impact of Licensed Cartoon Characters on Children’s Eating Choices
Bridget Leonard, University of Colorado, USA*
Kenneth C. Manning, Colorado State University, USA
Margaret C. Campbell, University of Colorado, USA
This research investigates whether including licensed cartoon characters on food packaging impacts children’s preferences, and the
amount children consume. Findings indicate children choose and consume more healthy and unhealthy snack foods when the package
shows a licensed character than when it does not.
2. Exposure to Advertising and Packaging Cues in Early Childhood Leads to Blurred Distinctions between Commercial and
Entertainment Media That Persists into Adulthood
Paul M. Connell, City University London, UK*
Jesper H. Nielsen, University of Arizona, USA
While research demonstrates that children learn to cope with marketing communications incrementally with age, little is known about
how childhood exposure affects consumers long-term. We find that early exposure to marketing communications results in long-term
blurred distinctions between entertainment and commercial stimuli that can result in biases favoring sugar-laden products.
3. Is That Healthy? The Influence of Information Type and Location on Nutritional Information Processing
Kathleen Debevec, University of Massachusetts, USA
Yana Andonova, University of Massachusetts, USA*
Elizabeth G. Miller, University of Massachusetts, USA
We examine how location and type of information (NuVal, Facts Up Front) influence consumers’ processing of front-of-package
nutrition information. Results indicate that location moderates recall of the information and that the optimal location depends on the
type of information. Further, the optimal placement and type of information varies by gender.
4. Confronting the U.S. Obesity Conundrum: Assessing Front-of- Package Evaluative vs. Reductive Nutrition Information
Disclosure Systems
Christopher L. Newman, University of Mississippi, USA
Elizabeth Howlett, University of Arkansas, USA*
Scot Burton, University of Arkansas, USA*
J. Craig Andrews, Marquette University, USA
To aid consumers in product healthfulness evaluations at the retail shelf, diverse front-of-package nutrition labeling initiatives recently
have been implemented. Drawing from a processing fluency conceptual framework, we present results of four retail shelf and
internet-based experiments examining effects of individual and combined alternative labeling systems.
174
8.7 To Ask or Not to Ask: When Charitable Appeals Are Most Effective
Room: Pavilion D
Chair: Emily Garbinsky, Stanford University, USA
1. Make Them Smile: The Temporal Effect of Emotions on Giving
Emily Garbinsky, Stanford University, USA*
Jennifer Aaker, Stanford University, USA
Ads evoking sadness are more effective than those ads evoking happiness. However, we show that this effect reverses over time. That
is, if a donation is solicited long after ad exposure, happiness-inducing ads result in greater giving. Additionally, we shed light on the
differential reasons why people give in the short vs. the long term.
2. Donating in Recessionary Times: Resource Scarcity, Social Distance, and Charitable Giving
Michal Herzenstein, University of Delaware, USA*
Deborah Small, University of Pennsylvania, USA
In three experiments, we show that when financial resources are scarce, people become socially myopic—more heavily discounting
the lives of distant others relative to close others. As a result, donations to charity are concentrated on local as compared to global
causes.
3. Are the Rich or Poor the More Generous Ones? It Depends on the Way the Appeal is Framed
Bob Fennis, University of Groningen, The Netherlands
Are the rich or poor more generous? There is support for each side. Two studies investigate how money primes influence donation
behavior. Our results suggest that in fact, both states can lead people to donate more (or less), depending on the way that the appeal is
framed.
4. Prosocial Spending and Well-Being: Cross-Cultural Evidence for a Psychological Universal
Michael Norton, Harvard Business School, USA*
Lara Aknin, University of British Columbia, Canada
Chris Barrington-Leigh, University of British Columbia, Canada
Elizabeth Dunn, University of British Columbia, Canada
John Helliwell, University of British Columbia, Canada
Robert Biswas-Deiner, Center for Applied Positive Psychology, USA
Imelda Kemeza, Mbarara University of Science and Technology, Uganda
Paul Nyende, Makerere University Institute of Psychology, Uganda
Claire Ashton-James, University of Groningen, The Netherlands
People around the world derive happiness from spending money on others. Prosocial spending is associated with greater happiness in
120 out of 136 countries. In fact, both actual and recalled prosocial spending impacts happiness across countries differing in wealth
(Canada, Uganda, and India). Happiness from helping others emerges in diverse cultural contexts.
175
8.8 Impression Formation
Room: Port Alberni
Chair: Sean Blair, Northwestern University, USA
1. Balancing the Basket: The Role of Shopping Basket Composition on Embarrassment
Sean Blair, Northwestern University, USA*
When consumers purchase embarrassing products, they often make additional purchases to mitigate the threat. We demonstrate that
additional purchases do not necessarily mitigate embarrassment and may, paradoxically, exacerbate it instead. We show that
additional purchases attenuate (vs. exacerbate) embarrassment to the extent that they counterbalance (vs. complement) the undesired
persona.
2. The Effect of Dual Anchors on Numeric Judgments: The Moderating Effects of Anchor Order and Domain Knowledge
Devon DelVecchio, Miami University, USA*
Timothy Heath, HEC Paris, France
Experiment 1 tests dual anchors and finds a primacy effect among high-knowledge individuals, but a recency effect among
low-knowledge individuals. Experiment 2 shows that extreme anchors suppress primacy effects in high knowledge, ostensibly due to
perceived implausibility, but exaggerate recency effects in low knowledge where implausibility is not as obvious.
3. The Red Sneakers Effect: Inferring Status from Signals of Nonconformity
Silvia Bellezza, Harvard University, USA*
Francesca Gino, Harvard University, USA
Anat Keinan, Harvard University, USA
We examine the inferences observers make based on individuals’ nonconforming behaviors. A series of lab and field studies
demonstrate the conditions under which nonconforming behaviors, such as entering a luxury boutique wearing gym clothes, or
wearing red sneakers in a professional setting, can be beneficial and signal a higher status.
4. When Up Is Down: Natural Height Congruency in Product Evaluation
Michael Giblin, University at Buffalo, USA*
In marketing, height is viewed as an advantage in shelving and advertising schemes (i.e., “top-shelf” liquor). This notion is supported
by metaphor research, showing positive associations for higher items. This study indicates that up may not always be good; rather,
concordance with natural height expectations may determine evaluations.
176
8.9 Doing Well vs. Doing Good: The Interplay of Morality and Performance in Consumer
Judgments
Room: Port McNeill
Chair: Jonathan Berman, University of Pennsylvania, USA
1. Redemption through Success: When Good Things Happen to Bad People
Eric Hamerman, Tulane University, USA*
Jeffrey Parker, Georgia State University, USA
Three experiments show that because morality is inferred from professional performance, success is as effective as an apology in
redeeming the reputation of one who has committed a moral transgression. Using process measures, we show that consumers discount
immoral acts in a manner consistent with cognitive dissonance.
2. Tip of the Hat, Wag of the Finger: How Moral Decoupling Enables Consumers to Admire and Admonish
Amit Bhattacharjee, Dartmouth College, USA
Jonathan Berman, University of Pennsylvania, USA*
Americus Reed II, University of Pennsylvania, USA
How do consumers rationalize supporting public figures who act immorally? We propose consumers engage in moral decoupling, a
psychological separation process by which judgments of performance and morality are selectively dissociated. Moral decoupling is
distinct from moral rationalization, allowing people to support transgressors while simultaneously denouncing their transgressions.
3. Double Standards in the Use of Enhancing Products by Self and Others
Elanor Williams, University of California San Diego, USA*
Mary Steffel, University of Cincinnati, USA
We show that the same products are perceived to enable the self but to enhance others. This creates an ethical double standard: people
believe it is less morally acceptable to enhance traits, and thus less acceptable for others to use such products than it is for themselves
to do so.
4. Actions Speak Less Loud Than Sentiments: A New Model of Moral Judgment
Clayton Critcher, University of California Berkeley, USA*
Erik Helzer, Cornell University, USA
David Tannenbaum, University of California Los Angeles, USA
David Pizarro, Cornell University, USA
In understanding how consumers’ moral character is assessed, most research asks what makes their actions right vs. wrong. Our new
model of moral judgment instead prioritizes moral sentiments—mental precedents that are not praiseworthy in themselves, but that
must be assumed to precede behaviors for praise to be elicited.
177
8.10 Fashion and Beauty
Room: Parksville
Chair: Katherine Duffy, University of Strathclyde, UK
1. The Construction of Cosmetics-Consuming Women through Generational Families in Brazil’s “New Middle Class” Context
Roberta Dias-Campos, Federal University of Rio de Janeiro, Brazil
Leticia Moreira Casotti, Federal University of Rio de Janeiro, Brazil*
This work details the consumption itineraries of beauty products that focus on the domestic relations between three generations of
women from the same family. We combine in-depth interviews, life histories, observations and pictures to identify different moments
in fifteen families: development of taste, rehearsal by mimicking, premiere, time for adjustments and new beginning.
2. "Granny Would Be Proud": On Doing Vintage, Practices and Emergent Socialities
Katherine Duffy, University of Strathclyde, UK*
Paul Hewer, University of Strathclyde, UK
Juliette Wilson, University of Strathclyde, UK
It is proposed that vintage consumption must be understood as an embodied practice. This paper seeks to initiate a Vintage Turn
within consumer research, to consider vintage as a practice of transformation and togetherness in an alternative consumption space.
3. “Shall We Share Our Clothes?" Understanding Clothing Exchanges with Friends During Adolescence
Elodie Gentina, University Lille Nord de France, France*
Marie-Hélène Fosse-Gomez, University Lille Nord de France, France*
Using an interpretive approach, this research investigates consumption practices to understand different forms and rules of exchanges
among adolescent girls. Adolescent identities (i.e., individual, relational, and group) evolve differently depending on posit ions on a
social friendship scale (just/good/close friends). The results help revisit the question of materialism during adolescence.
4. Fashion Sense: Chinese Women’s Response to Feminine Appeals in Transnational Advertising
Jie Fowler, Valdosta State University, USA*
Aubrey Fowler III, Valdosta State University, USA
With changing social expectations, living standards, and global influences, Chinese women have developed an awareness of their
femininity marked by consumption. We explore how women respond to female appeals in fashion ads in China, finding that they
respond differently than American women do to the same type of appeals.
178
8.11 Social Media
Room: Orca
Chair: Dante M. Pirouz, Western University, Canada
1. Exploring the Mythology of Viral Videos and the Epic Fail: Why Video Communications Capture the Market's Imagination
Dante M. Pirouz, Western University, Canada*
Allison Johnson, Western University, Canada
Raymond Pirouz, Western University, Canada
Matthew Thomson, Western University, Canada
Marketers strive for the viral success of communications across a number of channels, but recent developments in online video offer a
means of tracking audience responses in a manner not previously possible. We focus on online video and examine content and
audience response features that predict the video going viral.
2. Segmenting Consumer Reactions to Social Network Advertising
Colin Campbell, Monash University, Australia*
Carla Ferraro, Monash University, Australia
Sean Sands, Monash University, Australia
Consumers today are more social online than ever, creating new opportunities and challenges for research. We provide a segmentation
of consumers on the basis of their attitudes toward social network advertising, before turning to explore the association amo ng
psychological, economic, and sociodemographic covariates and membership in particular segments.
3. Consumer-Created Advertising: Does Awareness of Advertising Co-Creation Help or Hurt Persuasion?
Debora Thompson, Georgetown University, USA*
Prashant Malaviya, Georgetown University, USA
Awareness that an ad is consumer-created undermines persuasion because it triggers a critical mindset, which questions the ability of
regular consumers to develop effective advertising. This negative effect is reversed when respondents are distracted and when they
perceive the ad creator to be similar to them.
4. The Effect of Social Networking Orientation on Risk Preference: The Risk-Taking Capacity Hypothesis
Hakkyun Kim, Concordia University, Canada
Kyoungmi Lee, Yonsei University, South Korea*
Building on the resource depletion paradigm, we propose and find that consumers become more risk-averse after performing bridgingvs. bonding-oriented activities on Facebook. We also confirm the depletion of risk-taking resources as the underlying process by
showing its mediating role between social networking orientation and risk preference.
179
8.12 Product and Category Issues
Room: Finback
Chair: James Ward, Arizona State University, USA
1. Uppers and Downers: Conveying Product Activity Level with Diagonals
Ann Schlosser, University of Washington, USA
Ruchi Rikhi, University of Washington, USA*
This research examines the persuasive implications of different diagonal orientations of text and images on pre- and postconsumption evaluations. We propose and find across three studies that because upward (vs. downward) diagonals convey different
degrees of activity, judgments are more favorable when activity (vs. relaxation) goals are activated.
2. Effective Substitution: The Drawback of High Similarity
Zachary Arens, University of Maryland, USA*
Rebecca Hamilton, University of Maryland, USA
Little is known about what determines the effectiveness of one product’s ability to substitute for another. We show that although
consumers believe highly similar products are better substitutes, in fact moderately similar products prompt an abstract view of the
goal, making them more effective substitutes.
3. Different Ways of Saying Goodbye: Outlining Three Types of Abandonment of a Product Category
Maribel Suarez, Federal University of Rio de Janeiro, Brazil*
Marie Agnes Chauvel, Federal University of São Joao del Rei, Brazil
This paper investigates meanings that motivate and that arise from abandonment of a product category. Analyses of fifteen in-depth
interviews with sixteen Brazilian consumers who gave up automobile ownership suggest that abandonment can be understood as a
process. Three types of abandonment are outlined: 1) contingent; 2) positional; and 3) ideological.
4. Self-Affirmation Can Backfire for Experts: The Case of Product Warning Messages
Valeria Noguti, University of Technology Sydney, Australia*
Self-affirmation leads to higher acceptance of information that consumers would otherwise perceive as threatening. However, we
demonstrate that as expertise increases, self-affirmation leads instead to reactance to the threat. More specifically, self-affirmation for
more expert consumers evaluating products containing warning messages leads to more positive product perceptions; that is,
self-affirmation backfires.
180
8.13 Brand and Store Personality
Room: Galiano
Chair: Matt O'Hern, University of Oregon, USA
1. Who Made This Thing? How Designer Identity and Brand Personality Impact Consumers’ Evaluations of New Product
Offerings
Matt O’Hern, University of Oregon, USA*
Lan Jiang, University of Oregon, USA
This research explores the impact of designer identity and brand personality on consumers’ product evaluations. For sincere brands,
there is a preference towards professional creation; for exciting brands, consumers are drawn to customer-created products. We
demonstrate consumers' focal attention on either the process or the product itself underlies the preferences.
2. Store Personality as a Source of Customer Value
Kim Willems, Vrije Universiteit Brussel and Hasselt University, Belgium*
Sara Leroi-Werelds, Hasselt University, Belgium*
Sandra Streukens, Hasselt University, Belgium*
The findings of a consumer survey (n = 206) confirm the impact of store personality on satisfaction and loyalty, mediated by customer
value. The hypothesized moderating role of self-congruence is not supported, implying that store personality is valued by customers,
regardless of whether store personality matches the customer’s self-concept.
3. The Forgotten Brand Personality Dimension
Iftakar Haji, Aston University, UK*
Ian Combe, Aston University, UK
Andrew Farrell, Aston University, UK
The paper focuses on the importance of negative brand personality, to reflect emotions associated with tension, anxiety or frustration.
We conducted four adjacent studies to first develop a measure for negative brand personality traits and secondly, to identify their
antecedents as well as consequences. We depict key findings in a conceptual model.
4. Revisiting Aaker’s (1997) Brand Personality Dimensions: Validation and Expansion
Renu Emile, Auckland University of Technology, New Zealand
Mike Lee, University of Auckland, New Zealand*
Using qualitative data from 230 respondent descriptions of four consumers’ auto-photographical product selections, this paper
examines whether Aaker’s model of brand personality should be expanded, and if the concept of brand personality is transferable to
products not clearly identified or presented to respondents as recognizable brands.
181
8.14 Advertising Persuasion and Processing
Room: Granville
Chair: Massilimiliano Ostinelli, University of Wisconsin, Milwaukee, USA
1. “That Ad’s Been Retouched? – That Can Be Me!” The Persuasive Impact of Advertising Disclosure and Body-Image
Idealization
Rania W. Semaan, American University of Sharjah, UAE*
Stephen J. Gould, Baruch College/CUNY, USA
Bruno Kocher, HEC Paris, France
We investigate consequences of disclosure of digital-enhancement of thin-idealized images in ads on consumer behavior. The first two
studies show consumers have more favorable product and self-evaluations after exposure to disclosed retouched (vs. un-retouched)
ads .We explore the mediating roles of ad-honesty and attainability. Study 3 examines boundary conditions.
2. You Can’t Always Forget What You Want: Social Identity and Memory for Identity-Based Advertising
Li Huang, City University of Hong Kong, Hong Kong*
Amy Dalton, HKUST, Hong Kong
What makes a social identity important to a consumer and how does identity importance affect memory for identity-linked
promotions? We suggest that identity distinctiveness and exposure to negative identity-relevant information affect identity importance
and produce opposite memory effects among consumers who "know" vs. "feel" a social identity. Supporting a retrieval-based account,
implicit and explicit memory measures yield divergent results.
3. The Role of Gender Congruity for Anthropomorphized Product Perception
Ellis Van den Hende, University of Amsterdam, The Netherlands
Ruth Mugge, Delft University of Technology, The Netherlands*
This research extends prior research on anthropomorphism by demonstrating a gender-schema congruity effect: when a human gender
schema is primed that is congruent to consumers’ own gender, they show more preferential evaluations and are more likely to perceive
the product as human, even when no schema-congruent product features are present.
4. Street Credibility: What is it? Who has it? Why is it so Appealing to Diverse Consumer Groups?
Delancy Bennett, University of Massachusetts, USA*
William Diamond, University of Massachusetts, USA
Traditional theories of endorser credibility do not explain the great attraction of street-credible endorsers to advertisers and diverse
segments of consumers. This paper uses grounded theory analysis and interviews with inner-city and non-inner-city populations to
define street credibility and explain its appeal to different consumer populations.
182
8.15 Conversations on the Sacred and Spirituality in Consumer Behavior
Room: Azure
Co-chairs: Diego Rinallo, Bocconi University, Italy
Pauline Maclaran, Royal Holloway, University of London, UK
Participants:
Pauline Maclaran, Royal Holloway, University of London, UK Hope Jensen Schau, University of Arizona, USA
Russell Belk, York University, Canada
Linda Scott, University of Oxford, UK
John F. Sherry, University of Notre Dame, USA
Elif Izberk-Bilgin, University of Michigan, USA
Eric Arnould, University of Bath, UK*
Richard Kedzior, Hanken School of Economics, Finland
Alan Bradshaw, Royal Holloway, University of London, UK*
Robert Kozinets, York University, Canada
In this roundtable, we question the ways in which the “sacred” is distinct from spirituality, and ask whether the broadening of the
concept has reduced its analytical power. The session will benefit all those interested in the sacred and spirituality in consumer
behavior.
183
8.16 Film Festival III
1. The Père-Lachaise Cemetery: Between Touristic Experience and Heterotopic Consumption
Alain Decrop, University of Namur, Belgium*
Stéphanie Toussaint, Université Catholique de Louvain, Belgium*
This videography offers an ethnographic analysis of the Père-Lachaise cemetery, a major tourist site of Paris. The film shows how the
sacred and profane dimensions of consumption are entangled in the visiting experience through a series of symbolic behaviors and
rituals that make the cemetery a heterotopia.
2. Perceptions of Music Authenticity
Paul Barretta, University of Texas - Pan American, USA*
Yi-Chia Wu, University of Texas - Pan American, USA*
Perceptions of music authenticity are important to both evaluation of music, and word-of-mouth in today’s socially networked world.
The producers present the results of two studies through examples and evidence of an authentication process that consumers use to
evaluate music and musicians.
3. Parklife
Morven McEachern, Lancaster University, UK*
The concept of space and place is central to understanding everyday life. Using an ethnographic approach, this film explores the
consumption experiences encountered by park users. The interconnectivity of space, rhythm and consumption help to co-create the
consumption experience, thus, helping to transform the everyday into something special.
ACR Awards Lunch and Business Meeting
12:15-1:45p.m.
Sponsor: Sauder School of Business,
University of British Columbia
Grand Ballroom
Session 9
2:00-3:15p.m.
184
9.1 Consumer Insights for Effective Marketing Strategy
Room: Junior B
Chair: Zhiyong Yang, University of Texas - Arlington, USA
1. The Effect of Package Shape on Consumers’ Calorie Estimation
Jieun Koo, Korea University, South Korea*
Kwanho Suk, Korea University, South Korea
Our findings contradict the common belief that calorie estimation is a positive function of volume estimation. Although perceived to
contain a greater volume, consumers judged food in an elongated (vs. shorter) package, to contain fewer calories. This difference
stems from different psychological mechanisms underlying the two judgments.
2. When Does Personalization Pay Off?
Isabelle Kes, TU Braunschweig, Germany*
David M. Woisetschläger, TU Braunschweig, Germany
Personalized advertising is seen as THE means to increase advertisement effectiveness and efficiency by selecting ad content relevant
to the customer. This study questions the effectiveness of personalization in different conditions and attempts to identify success
factors of personalized advertising. Our results show personalization is no universal remedy.
3. Disclosure in Word-of-Mouth Marketing: The Role of Prior Agent Experience
Lisa Abendroth, University of St. Thomas, USA*
Research on marketer-incentivized word-of-mouth finds that disclosing an agent-brand relationship makes recommendations more
effective. This research looks deeper into why this outcome occurs, as well as how previous experience as a word-of-mouth agent
affects perceptions of the technique and its effectiveness.
4. Do Higher Stakes Lead to Better Choices?
Traci Freling, University of Texas - Arlington, USA*
Ritesh Saini, University of Texas - Arlington, USA
Zhiyong Yang, University of Texas - Arlington, USA
Highly involved decision-makers often rely on anecdotal evidence instead of statistical information, because visceral information is
favored in vivid decision contexts. We demonstrate that under high vulnerability, this anecdotal bias is: enhanced by high
involvement, mediated by emotional engagement; and stronger among holistic vs. analytic thinkers.
185
9.2 Gender and Family Identity
Room: Junior C
Co-chairs: Paul M. Connell, City University London, UK
1. Gender and Family Identification in Television Narratives: Homophilization and Appropriation
Cristel Russell, American University, USA*
David Crockett, University of South Carolina, USA
We address how consumers appropriate gender and family depictions within television narratives. Consumers actively identify with
characters as members of their family of origins, rather than as romantic relationship partners or members of their family of
procreation. Interestingly, consumers often identify with characters who do not share their gender position.
2. Gender Norms, Family Identity, and the Performance of Motherhood Using Commercial Childcare
Aimee Dinnin Huff, University of Western Ontario, Canada*
June Cotte, University of Western Ontario, Canada
We examine the intersection of gender norms and family identity in the context of women’s consumption of commercial childcare.
We explore the ways childcare consumption facilitates and problematizes mothers’ identity work, influences how motherhood is
performed in relationships between mother and children, and is co-constitutive of collective family identity.
3. Negotiating "The New Father": The Consumption of Technology within the Contemporary Family
Shona M. Bettany, Hull University, UK
Ben Kerrane, Manchester Business School, UK*
Margaret Hogg, Lancaster University, UK
We explore the traditional discourse of hegemonic masculinity and more recent articulations of the nurturing father role through an
ethnographic study of the transition to fatherhood. We examine how technological consumption objects become symbols of masculine
power and how they simultaneously become important nodes for contestation of patriarchal gender relations.
4. The Influence of Gendered Intra-family Coalitions on Intergenerational Transfer
Paul M. Connell, City University London, UK*
In this research, we find parents often pass down consumption preferences and practices to same-sexed offspring in gender-stereotypic
ways, leaving opposite-sex offspring out. However, when there are no same-sex offspring, parents have a tendency to not participate
in family-identity practices, or to engage in gender-neutral practices with their offspring.
186
9.3 New Perspectives on Symbolic Brands and Reference Groups
Room: Junior D
Chair: Silvia Bellezza, Harvard University, USA
1. Connecting with Celebrities: The Therapeutic Function of Celebrity Endorsement
Jennifer Edson Escalas, Vanderbilt University, USA*
James R. Bettman, Duke University, USA
Consumers with compromised identities look to brands endorsed by celebrities to construct and communicate their self-concepts to a
greater extent than those with less insecurity. Three studies demonstrate this for consumers whose self-esteem is threatened, who have
low levels of social complexity, and whose lives are highly stressed. .
2. Brand-Tourists or Brand-Immigrants? How New Consumers Dilute or Enhance the Image of Symbolic Brands
Silvia Bellezza, Harvard University, USA*
Anat Keinan, Harvard University, USA
We examine reactions of symbolic brands’ consumers to new-customers. Contrary to the shared notion that new lower-status
consumers are by definition a threat to the brand, six lab and field studies demonstrate the conditions under which downward brand
extensions and their consumers enhance, rather than dilute, the brand image.
3. Brand Dilution: The Impact of the User of Counterfeits on Genuine Brand Perceptions and the Moderating Role of Social Class
Nelson Amaral, University of Minnesota, USA*
Barbara Loken, University of Minnesota, USA
In four studies, we examine the effects of observing others using counterfeit luxury products on perceptions of the genuine brand.
Results show more favorable prestige beliefs and attitudes when the counterfeit product is used by an in-group (vs. an out-group)
social class member.
4. When “Your Brand” Changes the Terms of the Relationship: Vicarious Dissonance in the Context of Brand Attachment
Eda Sayın, Koç University, Turkey*
Nilufer Aydinoglu, Koç University, Turkey
Zeynep Gurhan-Canli, Koç University, Turkey
This work systematically investigates how consumers’ evaluations of incongruent brand extensions differ according to their level and
type of attachment to the brand. Our studies demonstrate that people feel vicarious dissonance for a brand that they are attached to and
evaluate both the extension and the product category more positively.
187
9.4 Social Media and Internet Consumption
Room: Pavilion A
Chair: Annamma Joy, University of British Columbia, Canada
1. Towards a Better Understanding of the Role of Social Media in the Processes of Independent and Interdependent Identity
Construction
Gachoucha Kretz, ISC Paris, France*
Benjamin Voyer, ESCP Europe, UK*
We explore the way customers of fashion and luxury goods use social media for identity construction, using a netnography o f 30
weblogs and followed by 20 offline in-depth interviews. We offer a typology of users of weblogs and social networks through
“characters” based on these different identity functions.
2. Social Curation in Consumer Communities: Consumers as Curators of Online Media Content
Mikko Villi, Aalto University, Finland
Johanna Moisander, Aalto University, Finland*
Annamma Joy, University of British Columbia, Canada
In this conceptual paper, we focus on the role of consumer communities in distributing and marketing professional media content. We
theoretically elaborate on the nature of this Internet-based activity, and work towards a more sophisticated conceptualization of the
phenomenon that we define as “social curation.”
3. Consuming the Cyborg
Arundhati Bhattacharyya, York University, Canada*
Richard Kedzior, Bucknell University, USA*
A substantive gap in the extant consumer-technology interaction literature stems from a focus on technology that is external to the
body. This study addresses this gap by exploring the lay discourses in response to an actual lived instance of a man-machine hybrid.
Our findings contradict futurists’ extant optimistic predictions.
4. Collective Authentication
Sabrina Gabl, University of Innsbruck, Austria*
Our netnographic study of an open-source marketing community investigates collective practices of authentication. We find that the
community embraces emerging contradictions–open closed-ness, professional amateurs, market logic of doing good, and a face-ful
mass–instead of solving them. Thus, these practices constantly fuel collective authentication practices.
188
9.5 The Nosy Decision Maker: How the Sense of Smell Influences Consumers’ Decisions
Room: Pavilion B
Co-chairs: Meng-Hsien (Jenny) Lin, Iowa State University, USA
1. The Smell Factor: Individual Differences in Olfaction Memory, Judgments and Decision-Making
Meng-Hsien (Jenny) Lin, Iowa State University, USA*
Samantha Cross, Iowa State University, USA
This multi-method study investigates the effects of individual differences in sense of smell, including anosmia, hyposmia and
hyperosmia compared to normal participants in terms of daily consumption and decision making. We find that individual differences
in olfaction influence memory, judgment and decision-making processes.
2. Exploring the Dark Side of Chocolate: Moral Cleansing and Licensing Among Restrained Eaters
Nguyen Pham, Arizona State University, USA*
Mellisa Bublitz, University of Wisconsin - Oshkosh, USA
Participants either eat or resist eating chocolate. Later, they are either physically cleansed by using a mint-scented toothpaste or a
citrus-scented handwipe, or simply groom themselves with an unscented hair comb. We find that physically cleansing provides moral
cleansing only among restrained eaters, for whom it licenses additional chocolate consumption.
3. Love at First Sight or at First Smell? Order Effects of Olfactory and Visual Cues
Dipayan Biswas, University of South Florida, USA*
Lauren Labrecque, Loyola University Chicago, USA
This research examines the sequential-order effects of sensory (e.g., olfactory, visual and auditory) cues/stimuli on product
evaluations. Results of five experiments show that in general, product evaluations are more favorable when the visual stimulus is
encountered before the olfactory stimulus. However, these effects are reversed under high levels of hunger.
4. Seeing What You Smell: An Eye-Tracking Analysis of Visual Attention
Maureen (Mimi) Morrin, Rutgers University, USA*
Chiao Sing Chong, Nanyang Technological University, Singapore
Su Xia Tan, Nanyang Technological University, Singapore
In three eye-tracking experiments, we find that pleasant scents increase visual attention to ad elements only when they are
semantically congruent with the items in the ad. Further, the effect is greater when the items in the ad are more sensorially concrete
(vs. abstract).
189
9.6 At the Bottom of the Pyramid: How Consumers Cope with Low Status
Room: Pavilion C
Chair: Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands
1. Status, Race, and Money: The Impact of Racial Hierarchy on Willingness-to-Pay
Aarti S. Ivanic, University of San Diego, USA
Jennifer R. Overbeck, University of Southern California, USA
Joseph C. Nunes, University of Southern California, USA*
African Americans are often classified as low status. Because having and spending money signify status, we show how activating race
leads some African Americans to voluntarily pay more than they would otherwise, and more than Caucasians to assert their status. The
impact of racial diversity during the purchase is explored.
2. When Diamonds are Not the Poor’s Best Friend: How the Poor Deal with Unaffordables
Cara de Boer, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium*
Wouter Vanhouche, Katholieke University Leuven, Belgium
In three studies, we show that poor consumers devalue luxury products but only after autonomously refraining from purchasing them.
We demonstrate that this devaluation is attribute- rather than product-driven. This suggests that exposure to luxury products may help
the poor's resistance under some circumstances.
3. I’ll Sell That for a Dollar: How Social Status Threats Devalue One’s Possessions
David Dubois, INSEAD, France*
Esta Denton, Northwestern University, USA
Derek D. Rucker, Northwestern University, USA
Status threats are proposed to reduce one’s social worth and subsequently decrease the value of one’s possessions when pricing them
for sale. Several experiments demonstrate this devaluation effect, and show that it is reduced for threats unrelated to one’s social
status, and reversed when an owned possession helps alleviate the threat.
4. When Improving Equality Promotes Selfish Behavior
Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands*
Pierre Chandon, INSEAD, France
We find that counter to common belief, increasing the equality of performance in a group encourages low-status individuals to
promote their ranking by engaging in selfish behaviors and by sabotaging the work of others. This does not occur when the status gain
is costly.
190
9.7 Would Others Be Gaga for Lady Gaga? When Personal Experience and Perspective
Lead to (Mis)Predictions of Others’ Preferences
Room: Pavilion D
Chair: Troy Campbell, Duke University, USA
1. Why a Frying Pan is Better than Flowers: A Construal-Level Approach to Gift Exchange
Ernest Baskin, Yale University, USA*
Cheryl Wakslak, University of Southern California, USA
Yaacov Trope, New York University, USA
Nathan Novemsky, Yale University, USA
How does one decide on the perfect gift? Givers conceptualize gifts abstractly, and therefore choose gifts higher on desirability
attributes over gifts higher on feasibility attributes. Recipients, in contrast, conceptualize gifts more concretely, and care more about
feasibility attributes. Support emerges in studies examining mindsets, evaluations and reciprocity judgments.
2. Too Much Experience: Predicting Others’ Emotive Reactions and Making Recommendations after Repeated Exposure
Troy Campbell, Duke University, USA*
Ed O'Brien, University of Michigan, USA
Leaf Van Boven, University of Colorado, USA
Peter Ubel, Duke University, USA
Individuals can quickly become desensitized to emotive content (e.g. comedy, Lady Gaga pictures) after repeated exposure.
Afterwards, we find people incorrectly use their own desensitized reactions to predict unexposed others’ reactions to similar
experiences, thus becoming worse at selecting experiences for unexposed others. However, unexposed others predict the opposite.
3. From Personal Choices to Perceived Popularity: The Impact of Choice Difficulty On Estimated Consensus
Mary Steffel, University of Cincinnati, USA*
Eldar Shafir, Princeton University, USA
People infer consensus, not just from the choices they make, but also from the metacognitive experiences that accompany
decision-making. Consequently, when choice difficulty varies independently from the relative attractiveness of the choice alternatives
(e.g., as with repeated choices), reliance on choice difficulty can lead to systematic mispredictions of consensus.
4. When My Pain is (Not) Your Pain: Self, Similarity, and Embodied Cognition in Social Prediction
Ed O'Brien, University of Michigan, USA*
Phoebe Ellsworth, University of Michigan, USA
Social predictions depend on whether they are for similar or dissimilar others. Cold and thirsty participants judge others as more
sensitive to cold and thirst, but only when those in question share their ideological values. The typical egocentric processes underlying
social predictions are undermined by incidental knowledge of the target.
191
9.8 Self Control
Room: Port Alberni
Chair: Mirjam Tuk, Imperial College Business School, UK and INSEAD, France
1. Self-Control Spillover: Impulse Inhibition Facilitates Simultaneous Self-Control in Unrelated Domains
Mirjam Tuk, Imperial College Business School, UK and INSEAD, France*
Kuangjie Zhang, INSEAD, Singapore
Steven Sweldens, INSEAD, France
Recent neuropsychological work suggests inhibiting impulses in one domain can facilitate the simultaneous inhibition of other
impulses. In five experiments, using a variety of self-control tasks known to require inhibition (e.g., emotion regulation) we show their
beneficial impact on simultaneous but unrelated self-control tasks (e.g., unhealthy food consumption).
2. Friends Show the Forest beyond the Trees: Friendship Enhances Consumer Self-Control by Facilitating Global Processing
Eline L.E. de Vries, University of Groningen, The Netherlands*
Debra Trampe, University of Groningen, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands
Consumers regularly fail to exert sufficient self-control when confronted with consumption temptations. Three experiments show that
reminding consumers of friendship promotes consumer self-control by facilitating global processing. By broadening consumers’
(conceptual or perceptual) processing style, friends show consumers the proverbial forest beyond the trees and as such substantially
enhance self-control.
3. Should Birds of a Feather Flock Together? Navigating Self-Control Decisions in Dyads
Hristina Dzhogleva, University of Pittsburgh, USA*
Cait Poynor Lamberton, University of Pittsburgh, USA
Opposites may attract, but do they succeed together? This research compares the self-control performance of three different dyad
types—homogenous high self-control, homogeneous low self-control, and mixed, to determine which lead to better self-control within
the dyad and which prove detrimental to the achievement of shared long-term goals.
4. An Exclusionary or Integrative Approach to Goal Conflict: The Moderating Role of Mindset Abstraction
Fang-Chi Lu, University of Iowa, USA*
Jooyoung Park, University of Iowa, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
Three studies explore the role of mindset abstraction in multiple-goal management and demonstrate that the approach to resolving goal
conflict depends on one’s mindset. Concrete thinkers use goal-choice strategies, inhibiting alternative goals or prioritizing goals;
whereas, abstract thinkers adopt an integrative approach, searching for multifinal means (means affording the simultaneous pursuit of
several goals).
192
9.9 Beyond Individualism and Collectivism: Novel Cultural Factors and Their Influence
on Consumer Behavior
Room: Port McNeill
Chair: Carlos Torelli, University of Minnesota, USA
1. The Interplay between Power Distance, Position in the Social Hierarchy, and Product Type: Consequences for Consumers’
Preferences for Premium over Generic Brands
Carlos Torelli, University of Minnesota, USA*
Ashok Lalwani, Indiana University, USA
Jessie Wang, Indiana University, USA
Consumers’ preferences for premium over generic brands are shown to vary as a function of their position in the social hierarchy, their
power distance beliefs, and the product type (functional/symbolic). The effects emerge both at the country level (using aggregate
purchase data) and at the individual level (using priming techniques).
2. Equality Equals Efficacy: The Effect of Power Distance Belief on Charitable Giving
Yinlong Zhang, University of Texas at San Antonio, USA*
We theorize that power-distance belief explains why some countries and consumers are more giving. Consumers with higher
power-distance beliefs tend to donate less due to lower perceptions of outcome efficacy when aiding others. Examining several
boundary conditions of this effect, we discuss implications for both for-profit and non-profit organizations.
3. Eye for an Eye: The Effect of Honor Values on Consumer Responses to Brand Failures
Alokparna (Sonia) Monga, University of South Carolina, USA
Kartik Kalaignanam, University of South Carolina, USA
We examine an unexplored variable in consumer research—endorsement of honor values, and its effect on responses to brand failures.
Across three lab studies and one archival data study, we find that honor values positively predict vengeful behavior in the event of a
brand failure. Perceptions of abuse mediate the effects.
4. Power Distance Belief and Brand Personality
Xuehua Wang, Shanghai University of Finance and Economics, China
Xiaoyu Wang, Shanghai University of Finance and Economics, China
Xiang Fang, Oklahoma State University, USA*
We investigate the link between PDB and variations in consumers’ assessments of personality traits ascribed to brands. High (vs. low)
PDB increases the likelihood of associating favorably-evaluated personality traits with in-group (vs. out-group) brands. This is
mediated by consumers’ tendencies to categorize brands according to the social groups they represent.
193
9.10 Risk
Room: Parksville
Chair: Eugene Chan, University of Toronto, Canada
1. Navigating the Waters: Regulating vs. Using Feelings toward Risky Choices
Eugene Chan, University of Toronto, Canada*
Najam Saqib, Qatar University, Qatar
Five experiments demonstrate that people who regulate their feelings avoid risks, but those who use their feelings as informational
input take risks, over both gain and loss domains. We build on the research distinguishing between affect regulation and
affect-as-input, and apply it to research on risky decision-making.
2. Conservative When Crowded: How Social Crowding Leads to Safety-Oriented Choices
Ahreum Maeng, University of Wisconsin - Madison, USA*
Robin Tanner, University of Wisconsin - Madison, USA
Might the crowdedness of store affect individuals’ choices? We show that social crowdedness leads individuals to show a greater
preference for safety-oriented options and increases receptivity towards preventing-loss framed messages. We argue that this
phenomenon results from a prevention focus automatically induced by social crowding.
3. Putting Your Eggs in One Basket: Sex Ratio Effects on Bet-Hedging
Joshua Ackerman, MIT, USA*
Perceived differences in the relative numbers of nearby men and women are shown to affect the variance of unrelated decisions.
People cued with ratios indicating more own-sex individuals use less diversified strategies in gambles, retirement allocations and
research funding choices.
4. Lies, Damned Lies and Statistics: Risk-Reduction Framing and the Power of Prominent Brands
Robert Madrigal, University of Oregon, USA*
Catherine Armstrong Soule, University of Oregon, USA
Leslie Koppenhafer, University of Oregon, USA
Direct-to-consumer advertising for products designed to reduce risk relies on consumers’ ability to understand statistical information.
Yet our results suggest that consumers instead rely on heuristic processing when forming judgments. Relative (vs. absolute) framing is
preferred, but this effect is obviated in the presence of a prominent brand.
194
9.11 Customer (Dis)satisfaction
Room: Orca
Chair: Pragya Mathur, Baruch College/CUNY, USA
1. Humorous Consumer Complaints
A. Peter McGraw, University of Colorado, USA
Christina Kan, University of Colorado, USA*
Caleb Warren, Universita Commerciale Luigi Bocconi, Italy
We differentiate humorous complaining from its non-humorous counterpart. Three studies reveal that consumers exposed to humorous
complaints are more likely to admire the complainer, enjoy the complaint, and share the complaint. Although humorous complaints
have a similar negative effect on brand attitudes, they are more influential in brand choices.
2. “I Apologize. I Understand Your Concerns”: When an Empathetic Apology Works
Kyeong Sam Min, University of New Orleans, USA*
Jae Min Jung, California State Polytechnic University at Pomona, USA
Kisang Ryu, Sejong University, South Korea
When is the best time to offer an empathetic apology? Across four experiments, we consistently show that consumers respond more
positively to an offender’s apology that is offered after they have their concerns heard, when they have a high, rather than low,
expectation to interact with the same offender.
3. Accentuate the Positive: How Identity affects Customer Satisfaction
Tilottama G. Chowdhury, Quinnipiac University, USA
Kalpesh K. Desai, State University of New York, Binghamton, USA*
Lisa Bolton, Pennsylvania State University, USA
We examine how identity-based marketing moderates the impact of product experience on customer satisfaction. The results of six
experiments show that identity increases satisfaction with a positive but not negative experience, and perceived product performance
mediates this interactive effect. We also test boundary conditions on the phenomenon.
4. Over and Over Again: Negative Emotions, Consumer Rumination and Post-Service Failure Outcomes
Yuliya Strizhakova, Rutgers University, USA*
Julie Ruth, Rutgers University, USA*
We investigate consumer rumination – recurrent thoughts about a discrepancy between one’s current position and a goal – as a
psychological process through which consumers’ negative emotions influence service failure outcomes. The results of three studies
show that rumination mediates effects of negative emotions on customer dissatisfaction, complaining and word-of-mouth intentions.
195
9.12 Inside My Mind
Room: Finback
Chair: Pam Mohanty, Governors State University, USA
1. Exploration vs. Exploitation Mindsets in Consumer Search
Valerie Trifts, Dalhousie University, Canada*
We examine exploration vs. exploitation mindsets in consumer search. Initial exposure to multiple products (vs. a single product)
activates an exploitation (vs. exploration) mindset. Compared to an exploration mindset, an exploitation mindset drastically reduces
search. Thus, consumers consider fewer products overall if they initially see two products rather than one.
2. Sticking to Plan: How Concrete Mindsets Increase Reliance on Mental Budgets
Sonja Prokopec, ESSEC Business School, France*
Francine Espinoza, ESMT, Germany
Vanessa Patrick, University of Houston, USA
This research demonstrates that mental budgets are temporally unstable in that consumers do not rely on them for future consumption
decisions, and that concrete mindsets can enhance reliance on mental budgets over time. We present a set of three studies to
investigate these notions.
3. Thank You for the Music! A Working-Memory Examination of the Effect of Musical Elements on Verbal Learning
Esther Kang, SUNY Buffalo, USA*
Arun Lakshmanan, SUNY Buffalo, USA
This research investigates how specific elements of background music affect learning. We study the interactive effects of vocal vs.
instrumental music with other musical elements and show that under specific conditions, different music types may both inhibit or
enhance verbal learning. We explain these findings using working memory theory.
4. Looking For Answers in the Forest Rather than the Trees: Causal Uncertainty Increases Attraction to Abstraction
Jae-Eun Namkoong, University of Texas at Austin, USA*
Marlone Henderson, University of Texas at Austin, USA
Not knowing the reason behind an event activates a need for abstraction and leads to greater preference for abstract (vs. concrete)
photographs and advertising message; this need was attenuated after a broad (vs. narrow) categorization task. What people are really
seeking through abstraction is the essence (similar pattern) across problems.
196
9.13 Advertising and Attitude Theory
Room: Galiano
Chair: David H. Silvera, University of Texas at San Antonio, USA
1. Pictures vs. Words in Changing Implicit Attitudes in Ambush Marketing Disclosure: The Role of Valence of Mental Images
Olivier Trendel, Grenoble École de Management, France*
Marc Mazodier, University of South Australia, Australia
Kathleen Vohs, University of Minnesota, USA
This research presents three experiments comparing the effectiveness of counterattitudinal pictures vs. text in changing implicit
attitudes in the case of ambush marketing disclosure. We show that the relative effectiveness of pictures vs. text in changing these
attitudes resides in the valence of mental images produced by the counterattitudinal information.
2. Matching the Words to the Features in Persuasive Advertising: A Construal-Matching Hypothesis
Lifeng Yang, University of Mississippi, USA
Matching the construal of language in an advertisement to that of the focal product creates positivity. Over three studies, we find that
using adjectives (verbs) to advertise abstract (concrete) products is the most effective at creating positive attitudes.
3. Brand-Related Background Music and Consumer Choice
Arnd Florack, University of Vienna, Austria*
Claudiu Dimofte, San Diego State University, USA
Karin Rössler, University of Vienna, Austria
Susanne Leder, Zeppelin University, Germany
This research demonstrates that brand-related music played in the background increases brand choice for consumers with positive
brand attitudes, but that negative effects can be expected when negative attitudes are activated, or when products in the brand portfolio
are evaluated that are not directly associated with the music.
4. The Effect of Message Credibility, Need for Cognitive Closure, and Information Sufficiency on Thought-Induced Attitude
Change
Bruce E. Pfeiffer, University of New Hampshire, USA*
Hélène Deval, Dalhousie University, Canada
David H. Silvera, University of Texas at San Antonio, USA
Maria L. Cronley, Miami University, USA
Frank R. Kardes, University of Cincinnati, USA
This research provides important new insight into self-generated persuasion. Source effects can result in polarizing effects if the
source is credible, but in depolarizing effects if the source is less credible. Further, thought-induced attitude change depends on
varying levels of Need for Cognitive Closure and information sufficiency.
197
9.14 Persuasion II
Room: Granville
Chair: Randy Stein, University of California Riverside, USA
1. When the Message "Feels Right": When and How does Source Similarity Enhance Message Persuasiveness?
Ali Faraji-Rad, Columbia University, USA*
Luk Warlop, KU Leuven, Belgium and Norwegian Business School (BI), Norway and BI Norwegian Business School, Norway
Bendik Samuelsen, BI Norwegian Business School, Norway
We focus on message recipients’ perceived similarity with the message source and argue that similarity enables self/other merging,
which is turn yields to a “feels-right” experience driven from processing that message. This feeling is then incorporated, as
information, into judgment about the target of the message – increasing message persuasiveness.
2. How to Persuade 100,000 Friends? Understanding Blogs as One-to-One Mass Media
Soyean (Julia) Kim, Boston University, USA*
Seema Pai, Boston University, USA
Frédéric F. Brunel, Boston University, USA
Barbara A. Bickart, Boston University, USA
We develop a theoretical framework that explains how blogs can be categorized based on audiences’ perceptions, and how bloggers
use different strategies to shape or shift their audiences’ perceptions and increase message persuasiveness. We find bloggers use two
distinct communication strategies: (a) they develop and sustain an illusion of a relationship between blogger and reader to
individualize the communication and (b) they maintain a level of ambiguity in their commercial interests, to conceal the commercial
nature of some blogs. We describe the tactics underlying these strategies, as well as the efficacy and ethics of these practices.
3. Preferred Persuasion: How Self Construal Changes Consumer Responses to Persuasion Attempts
Wenxia Guo, University of Manitoba, Canada*
Kelley Main, University of Manitoba, Canada*
We show that individually, as compared to interpersonally, focused persuasion attempts from salesclerks result in more positive
impressions of salesclerks and a higher need for unique choice for consumers with a salient interdependent self-construal. This finding
is not consistent with results in advertising contexts.
4. The Specificity Heuristic: Consumer Evaluations of Expert Recommendation
Mauricio Palmeira, Monash University, Australia
Gerri Spassova, Monash University, Australia*
This research investigates how consumers evaluate expert advice in the presence of little diagnostic information. We document the use
of a specificity heuristic, where advisors are perceived as more knowledgeable the more specific their recommendation. Five studies
demonstrate the specificity heuristic and identify boundary conditions.
198
9.15 Think outside the Lab: Using Field Data in Behavioral Research
Room: Azure
Chair: Jonah Berger, University of Pennsylvania, USA
Participants:
Jeff Inman, University of Pittsburgh, USA
Leif Nelson, University of California Berkeley, USA
Joe Simmons, University of Pennsylvania, USA
Leslie John, Harvard University, USA
Sarah Moore, University of Alberta, Canada
Mike Norton, Harvard University, USA
Uri Simonsohn, University of Pennsylvania, USA
The world is full of data. Researchers can scrape web content, code customer service calls, and conduct field experiments. How can
consumer researchers use these opportunities most effectively? This roundtable integrates diverse perspectives to help people think
outside the lab and incorporate alternate sources of data into their research.
199
9.16 Film Festival IV
1. Living Abroad and Coming Back to Brazil: Analysis of the Acculturation and Re-adaptation Process of Brazilian Consumers
Simone Vedana, UFRGS, Brazil*
Teniza da Silveira, UFRGS, Brazil*
This study investigates the effects of the consumer acculturation process during and after an experience of living abroad. The 21
consumers surveyed showed changes in eating habits, in purchase decision processes, in cultural identity, and in their satisfaction with
products and services in Brazil, among other results.
2. Co-Creation and Co-Production of Value: The Emergence of Competing Brand Subcultures
Jacob Hiler, Louisiana State University, USA*
What happens when different subcultures both love a brand, but for very different and often mutually exclusive reasons? This research
investigates what happens when these subcultures acknowledge each other’s presence, interact and influence each other’s enjoyment
of the product, and ultimately attempt to influence the evolution of the product.
Coffee Break
3:15-3:45p.m.
Session 10
3:45-5:00p.m.
200
10.1 Advertising and Branding
Room: Junior B
Chair: Michael Belch, San Diego State University, USA
1. Emotional Marketing: How Pride and Compassion Impact Preferences for Underdog and Top-Dog Brands
Mark Staton, Western Washington University, USA*
Neeru Paharia, Georgetown University, USA
Christopher Oveis, University of California San Diego, USA
Feelings of compassion and pride motivate different behaviors. In this paper, we show that consumers exhibit a preference for
underdog brands when feeling compassion, while demonstrating a preference for market leaders (“top dogs”) when feeling pride.
2. Beyond Seeing McDonald’s Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and Brands
Marina Puzakova, Oregon State University, USA*
Hyokjin Kwak, Drexel University, USA
Monique Bell, Drexel University, USA
We find that the prosodic features (e.g., intonation) of Hispanic accents are perceived as more sincere and, thus, induce higher brand
sincerity. Brand and product ethnicity moderate these effects. . When brand and product ethnicity are incongruent, Hispanic accent
induces greater brand sincerity for Hispanic products, but not for Hispanic brands.
3. Consumption-Related Values and Product Placement: The Effect of Cultivating Fashion Consciousness on the Appeal of
Brands in Reality Television
Claire Sherman, Zayed University, UAE*
Damien Arthur, Zayed University, UAE*
This paper demonstrates that cultivation of fashion consciousness directly affects consumers’ attitudes towards brands that are
integrated within television programs. It advances theory by suggesting that during viewing, consumers’ motivation to process brand
information is enhanced by the simultaneous cultivation of consumption-related values. These values are generally considered stable
in the communication situation.
4. The Impact of Flow on Memory and Attitudes for In-Game Brand Placements: The Moderating Role of Brand Congruence and
Placement Prominence
Iris Vermeir, University College Ghent and Ghent University, Belgium
Snezhanka Kazakova, Ghent University, Belgium
Tina Tessitore, Ghent University, Belgium*
Verolien Cauberghe, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Results of two studies demonstrate that congruence moderates the impact of flow, leading to more affective and cognitive processing,
while prominence only moderates the impact of flow on cognitive processing but not on affective processing.
201
10.2 The Paradox of Memory
Room: Junior C
Chair: Kathryn LaTour, Cornell University, USA
1. Value of Memories
Patrick Vargas, University of Illinois at Urbana-Champaign, USA*
Participants asked to sell specific episodic memories (e.g., first kiss) wanted astronomical sums per memory. I propose that people
value their memories primarily because they do not understand the reconstructive nature of memory. People believe memories make
them who they are; however, the opposite is more likely true.
2. Nostalgic Charity Appeals: Moderating Effect of Mood, Beneficiary, and Childhood Icons
Kathryn LaTour, Cornell University, USA
Altaf Merchant, University of Washington-Tacoma, USA*
John Ford, Old Dominion University, USA
Michael LaTour, Cornell University, USA
Nostalgic appeals are often used to remind consumers of the emotional bond they have with a company as a means to elicit char itable
donations. In three studies, we investigate the effectiveness of nostalgic appeals on donations by investigating three moderating
factors: mood, connection to beneficiary, and importance of childhood icons.
3. Memories Jogging at High Intensity: The Effect of Recollecting Past Hedonic Experiences on their Retrospective Evaluations
Rajesh Bhargave, University of Texas at San Antonio, USA*
Antonia Mantonakis, Brock University, Canada
We find consumers evaluate past experiences to be more intense if they recall the event’s sensory details easily. The effect is more
pronounced when they recall the episode for social purposes. This research augments our understanding of the functions of
autobiographical memory, and how these functions moderate retrospective evaluations of experiences.
4. Remembering the Best of Times or the Worst of Times? The Moderating Role of Brand Commitment on False
Product-Experience Memories
Nicole Montgomery, College of William and Mary, USA*
Priyali Rajagopal, Southern Methodist University, USA
Our research shows high-commitment consumers are less susceptible to the creation of negative false memories about their committed
brand, but are more susceptible to the creation of positive false memories about prior brand experience. Low- commitment consumers
are susceptible to the valence of the vivid information presented to them.
202
10.3 Satisfaction across the Consumption Experience: The Impact of Judgment Timing,
Emotions, and Interruptions on Consumer Enjoyment
Room: Junior D
Chair: Patti Williams, University of Pennsylvania, USA
1. The Road Not Taken: The Effect of Forming Pre-Choice Product Expectations and Making a Choice on Subsequent
Consumption Enjoyment
Naomi Mandel, Arizona State University, USA*
Stephen M. Nowlis, Washington University, USA
We examine the joint effects of forming expectations, making a choice, and consuming that choice on consumption enjoyment. We
demonstrate that enjoyment decreases when (and only when) consumers explicitly form expectations, make a choice, and then
consume that choice, due to the convergence of option attractiveness after consumption.
2. Angry Avengers or Disappointed Deferrers: Consumers’ Emotional Reactions to Stockouts
Nicole Verrochi Coleman, University of Pittsburgh, USA*
Patti Williams, University of Pennsylvania, USA
Stockouts reduce consumers’ satisfaction with purchase decisions, prompting behaviors such as store-switching, deferral, and negative
word-of-mouth. We demonstrate that stockouts provoke discrete emotional reactions of anger and disappointment, and that each
emotion induces distinct retaliatory behaviors. Importantly, these emotional responses mediate the effect of stockouts on consumer
satisfaction and punitive actions.
3. The Effect of Curiosity on Consumption Enjoyment
Elif Isakman, University of Southern California, USA*
Lisa Cavanaugh, University of Southern California, USA
Deborah J. MacInnis, University of Southern California, USA
Gulden Ulkumen, University of Southern California, USA
Consumers increasingly face curiosity-evoking events that can impact a variety of consumption experiences in different ways. We
examine how these events can negatively change consumption enjoyment when it is unrelated to the main consumption experience.
We find that participants’ enjoyment with consumption experiences decrease significantly when a curiosity-evoking event occurs.
4. Waiter, There’s a Fly in My Soup (and I Have an iPhone)! How Evaluation Timing can Impact Customer Reviews
Christine Ringler, Rutgers University, USA*
Andrea C. Morales, Arizona State University, USA
Nancy J. Sirianni, Texas Christian University, USA
Mobile technology enables customers to post real-time reviews, but what does this mean for companies? Our research investigates this
phenomenon in a longitudinal quasi-field study and a series of lab experiments that examine the effect of evaluation timing and quality
of experience on ratings of companies, products, and services.
203
10.4 Construal Levels: New Antecedents, Insights and Implications
Room: Pavilion A
Chair: Dengfeng Yan, University of Texas at San Antonio, USA
1. Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode
Dengfeng Yan, University of Texas at San Antonio, USA*
Jiewen Hong, HKUST, Hong Kong
The primary objective of this research is to propose and test a mechanism to explain the effect of psychological distance on construal
levels. We show that people tend to process psychologically proximal events visually while processing distant events verbally; in turn,
visual (verbal) processing leads to relatively low (high)-level construal.
2. Do Lilliputians See the Big Picture? The Effect of Physical Level on the Level of Construal
Pankaj Aggarwal, University of Toronto, Canada*
Min Zhao, University of Toronto, Canada
Drawing on research on grounded cognition, we show in four studies that raising physical height can raise the level of mental
construal—a translation from physical reality to metaphorical concept—such that those imagining at physically higher (lower) levels
behave like those at conceptually higher (lower) construal levels.
3. When Proximity Prompts Abstraction: High-Level Construal as a Means of Counteractive Control
Kentaro Fujita, Ohio State University, USA*
Karen MacGregor, Ohio State University, USA
The present research argues that people use high-level construal as a means of counteractive control. People evidence high-level
construal to the extent that they are motivated, anticipate temptation, and have no alternative means of control available. The use of
counteractive high-level construal also predicts successful self-control behavior.
4. When Feeling Depleted Helps? The Positive Effect of Regulatory Depletion
Echo Wen Wan, University of Hong Kong, Hong Kong*
Nidhi Agrawal, Northwestern University, USA
Past research widely documents the negative effects of regulatory depletion on task performance. The current research demonstrates in
three experiments that regulatory depletion can enhance the performance of tasks that require construing phenomena at the
lower-level. We discuss theoretical and practical implications.
204
10.5 Me, Myself, and My Brand
Room: Pavilion B
Chair: Ji Kyung Park, University of Delaware, USA
1. Me, Myself, and Ikea: Qualifying the Role of Implicit Egotism in Brand Judgment
Jacob H. Wiebenga, University of Groningen, The Netherlands*
Bob M. Fennis, University of Groningen, The Netherlands
This research demonstrates that consumers like brand names better when they start with a personal pronoun (e.g., iTunes and
MySpace), particularly when the consumer’s self needs affirmation. Moreover, we show that this attraction effect can turn into an
avoidance effect when the valence of people’s self-evaluations is taken into account.
2. Shifting Identities and Brand Preferences: How and When A Malleable Identity Helps Individuals Differentiate with Brands
Sara Dommer, University of Pittsburgh, USA*
Vanitha Swaminathan, University of Pittsburgh, USA
Rohini Ahluwalia, University of Minnesota, USA
This research consists of four experiments that examine why individuals choose brands that make them distinctive from others. It is
shown that certain individuals (e.g., those low in self-esteem) use counter-conforming brands to cope with social exclusion. These
individuals also prefer exclusive brands when their belongingness needs are fulfilled.
3. I Think I Can, I Think I Can: Brand Use, Self-Efficacy, and Performance
Ji Kyung Park, University of Delaware, USA*
Deborah Roedder John, University of Minnesota, USA
When individuals struggle with a difficult task, using brands with strong images can enhance feelings of self-efficacy (belief in one’s
capabilities) in domains related to the brand’s image, enhancing task performance. This beneficial effect of using brands is evident
among entity theorists but not incremental theorists.
4. What Did You Do To My Brand? Consumer Responses to Changes in Brands towards Which They Are Nostalgic
Alison B. Shields, Kent State University, USA*
Jennifer Wiggins Johnson, Kent State University, USA
This paper examines consumer responses to changes in brands towards which they feel nostalgic. Across two studies, we find
consumers who are highly nostalgic towards a brand are likely to reject changes to the brand, even if the changes are perceived by the
firm to be improvements.
205
10.6 The Best of Times, The Worst of Times: How Resource Abundance and Scarcity
Shape Consumer Behavior
Room: Pavilion C
Co-chairs: Eugene M. Caruso, University of Chicago, USA
Nicole Mead, Erasmus University, The Netherlands
1. Do the Worst of Times Increase Creativity? Scarcity vs. Abundance Psychology and Creativity
Ravi Mehta, University of Illinois at Urbana Champaign, USA*
Meng Zhu, Johns Hopkins University, USA
Three experiments test whether and how a scarcity (vs. abundance) mindset affects consumer creativity. Results indicate that a
scarcity mindset makes people think beyond established functionalities to explore broadly for solutions, thereby heightening
creativity. In contrast, an abundance mindset induces functional fixedness, thereby reducing creativity.
2. Dealing with Uncertainty through Haptic Sensations
Femke van Horen, University of Cologne, Germany*
Thomas Mussweiler, University of Cologne, Germany
Uncertainty (e.g., due to financial scarcity) is central in human life. We demonstrate that when consumers feel uncertain, they seek
comfort through haptic sensations, choosing products with softer as compared to harder properties. Additionally, we show softness is
functional as it restores consumers’ feelings of certainty.
3. Perceived Resource Scarcity Reduces Trust among Men but Increases Trust among Women
Nicole L. Mead, Erasmus University, The Netherlands*
Evan Weingarten, University of Chicago, USA
Eugene M. Caruso, University of Chicago, USA
The perceived availability of resources differentially affects trust among men and women. Inducing perceptions of food or financial
scarcity decreases trusting attitudes (perceived trustworthiness of others) and trusting behavior (likelihood of passing money to a
partner in a Trust Game) among men, but increases them among women.
4. Mental Accounting in the Context of Poverty
Crystal Hall, University of Washington, USA*
Eldar Shafir, Princeton University, USA
No work to date examines mental-accounting phenomena with respect to low-income consumers. Using adaptations from classic
demonstrations of topical mental accounting, we show that low-income individuals do not reliably replicate findings regarding savings
preference.
206
10.7 Disadoption (Invited Co-Chairs' Session)
Room: Pavilion D
Chair: Donald Lehmann, Columbia University, USA
1. Disadoption
Donald Lehmann, Columbia University, USA*
Jeffrey Parker, Georgia State University, USA
While the extant literature treats product/service/behavior adoption as a unified construct, the opposite process, disadoption, has yet to
receive systematic attention as a stand-alone, general phenomenon. This paper takes the first steps toward proposing a general theory
of disadoption and suggests a research agenda on this topic.
2. Disadopting Unsustainable Consumption
Min Ding, Pennsylvania State University, USA*
Sustainable development (SD) refers to the development that meets the needs of the present without compromising the ability of
future generations to meet their own needs. SD has now become a guiding principle in policy making, in business decisions, and in
everyday consumption. We study how individuals disadopt unsustainable behavior.
3. Disadoption through the Relationship Lens
Susan Fournier, Boston University, USA*
Claudio Alvarez, Boston University, USA
Jill Avery, Simmons School of Management, USA
This presentation explores the untapped potential of relationship concepts in explaining consumer disadoption. We investigate
disadoption in the context of brand marriages, flings, abusive partnerships, adversaries, and exchange relationships. Our frameworks
build from core relationship principles to shed light on the meaning-laden, psycho-social processes through which relationships
deteriorate and end.
4. When Firms Disadopt Consumers: Exploring How Consumers Respond to Firm-Initiated Relationship Disengagement
Martin Mende, University of Kentucky, USA*
Maura Scott, University of Kentucky, USA
Katherine Lemon, Boston College, USA*
Scott Thompson, University of Georgia, USA
Firms increasingly disadopt consumers, disengaging from or ending the relationship with them. Two studies (a field study from
Sprint’s customer disadoption and an experiment) show consumer responses to disadoption are influenced by judgments of
deservingness, and by how and why firms disadopt consumers. Consumer-perceived firm integrity mediates this process.
207
10.8 Mental Representations of Uncertainty and Risk
Room: Port Alberni
Chair: Bart de Langhe, University of Colorado at Boulder, USA
1. Lay Understanding of the First Four Moments of Observed Distributions: A Test of Economic and Psychological Assumptions
David Rothschild, Yahoo! Research, USA
Daniel Goldstein, Yahoo! Research, USA*
Can laypeople estimate the mean, variance, skewness, and kurtosis of observed numbers? Economists assume only aggregated
responses are useful; psychologists suggest individual estimates are biased. We test multiple interfaces for eliciting distributional
information from laypeople and find that “the wisdom of crowds within one mind” can lead to accurate estimates.
2. Recency and Reference-Point Formation: The Effect on Risky Choice Behavior
George Wu, University of Chicago, USA*
Michael Yeomans, University of Chicago, USA
We test whether the order in which participants learn the outcomes of a gamble affects risk-preferences. In 2 studies, participants are
more likely to choose a risky gamble when outcomes are revealed in an ascending rather than descending order. We suggest the most
recent outcome serves as a reference point.
3. The Role of Payoff Ratio in Decision Making Under Uncertainty
Bart de Langhe, University of Colorado at Boulder, USA*
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Expected value, expected utility, and prospect theory assume additive integration of expected gains and losses (gain – loss). We
document people’s pervasive tendency to integrate expected outcomes in a multiplicative way (gain/loss). Reliance on the payoff ratio
predicts risk aversion (seeking) for mixed gambles with a positive (negative) expected value.
4. Outcome Neglect: How Guessing Heuristics Supersede Expected Value
Oleg Urminsky, University of Chicago, USA*
Adelle Yang, University of Chicago, USA
When people guess an amount they could win (in lab and field studies), they neglect the fact that higher guesses represent the same
probability of winning but a higher conditional payoff. This finding suggests that utility maximization is only one of many potential
heuristics, easily superseded by other salient strategies.
208
10.9 The Effects of Temperature on Consumers’ Cognitive and Affective Decisions
Room: Port McNeill
Chair: Rhonda Hadi, Baruch College & The Graduate Center/ CUNY, USA
1. Warmer or Cooler: Exploring the Influence of Ambient Temperature on Cognitive Task Performance
Luqiong Tong, Tsinghua University, China*
Rui (Juliet) Zhu, University of British Columbia, Canada
Yuhuang Zheng, Tsinghua University, China
Ping Zhao, Tsinghua University, China
We hypothesize that temperature interacts with task complexity to jointly affect task performance. While cool temperatures encourage
systematic processing and thus enhance performance on simple tasks, warm temperatures prompt heuristic processing, thus enhancing
performance on complex tasks. Further, warm temperatures, due to its activation of heuristic processing, enhance creativity.
2. Influence of Warm (vs. Cool) Temperatures on Consumer Choice: A Resource-Depletion Account
Amar Cheema, University of Virginia, USA*
Vanessa M. Patrick, University of Houston, USA
Across four studies, we find that extended exposure to warm (vs. cool) temperatures is depleting, hampering performance on complex
choice tasks. Speaking to the process, we demonstrate that warm temperatures lead to poor performance on complex tasks because of
an increased reliance on System 1 (heuristic) processing.
3. Mental Thermoregulation: Affective and Cognitive Pathways for Non-physical Temperature Regulation
Rhonda Hadi, Baruch College/CUNY, USA*
Dan King, National University of Singapore Business School, Singapore*
We examine the effect of experienced physical temperature on an individual’s decision-making process. We suggest that reliance on
emotions can function as a psychologically-warming process, while reliance on cognitions can function as a psychologically-cooling
process. Thus, individuals may alter their decision-making styles according to their thermoregulatory objectives.
4. Physical Warmth and Following the Crowd: The Effect of Ambient Temperature on Preference for Popularity
Meng Zhang, Chinese University of Hong Kong, Hong Kong*
Michael K. Hui, Chinese University of Hong Kong, Hong Kong
Four lab studies show that ambient temperature increases consumers’ propensity to conform to others, and that this is true regardless
of whether their motive is social or economic. These effects are mediated by perceived social closeness. The effect of ambient
temperature is also evident in betting behavior at the racetrack.
209
10.10 Critical Marketing Scholarship
Room: Parksville
Chair: Fuat Firat, University of Texas - Pan American, USA
1. How Relevant is Marketing Scholarship? A Case History with a Prediction
Edward McQuarrie, Santa Clara University, USA*
Barbara Phillips, University of Saskatchewan, Canada*
Steven Andrews, Roger Williams University, USA*
This paper provides an empirical examination of the degree of relevance achieved in advertising experiments over the last twelve
years, based on a content analysis of 485 experiments in six marketing journals. On average, 0.65 of six relevance factors were
present. Longitudinal comparisons indicate that relevance has decreased over time.
2. Utilizing Consumer Introspection Theory to Place the Culture of Consumer Research into the Flow of Life
Tim Stone, University of Aberdeen, UK*
Fuat Firat, University of Texas - Pan American, USA
Drawing on contemporary thought within anthropology and utilizing Consumer Introspection Theory, this paper examines the
relationship between the culture of consumer research and the flow of life. We propose that our discipline would benefit from more
holistic understandings of movement, encountered truths and bodily knowledge.
3. The BOP Metanarrative: A Critical Exploration
Suparna Chatterjee, Xavier University, USA*
I argue that the Bottom of the Pyramid (BOP) thesis is fast approaching the status of a meta-narrative (grand synthesizing framework)
by providing business practitioners and academe with a template for future research on poverty alleviation through market
development. This paper subjects the BOP meta-narrative to conceptual and theoretical critique.
4. Cruising the Unadulterated Terrain of Consumption: Rural Snowmobilers’ Interpellation through Collective Simplicity
Soonkwan Hong, Michigan Technological University, USA*
The reflexive interpellation process unveiled by rural snowmobilers helps explicate how poor rural consumers maintain ontological
security. The received view of inherited and institutionalized cultural and symbolic capital is inapplicable to the context where upward
sociocultural mobility is collectively achieved through agentic appropriation of highly stylized and politicized consumer movements.
210
10.11 Time
Room: Orca
Chair: David Hardisty, Stanford University, USA
1. Influence of Future Time Perspective on Involvement: An Approach with two Studies
Stefanie Scholz, Otto-Friedrich-University Bamberg, Germany*
Yvonne Illich, Friedrich-Alexander-University Erlangen-Nuremberg, Germany
Björn S. Ivens, Otto-Friedrich-University Bamberg, Germany
Martina Steul-Fischer, Friedrich-Alexander-University Erlangen-Nuremberg, Germany
The aim of this research is to extend current knowledge of older consumers’ behavior, focusing on involvement and future time
perspective. We propose recommendations for customer approaches in the context of colon cancer prevention, as older consumers
increasingly face new challenges in the realm of medical decision-making.
2. Good or Bad, We Want It Now: Resolution Theory Explains Magnitude Reversal in Intertemporal Choice
David Hardisty, Stanford University, USA*
Kirstin Appelt, Columbia University, USA
Across four studies, outcome magnitude wields opposite effects on intertemporal choice for gains and losses: consumers discount
small gains more than large gains, but discount small losses less than large losses. Thought listings show these outcomes are mediated
by consumers' desire to resolve gains and losses as soon as possible.
3. Differential Discounting of Hedonic and Utilitarian Rewards: The Effect of Outcome- Related Affect on Time-Sensitivity
Selcuk Onay, University of Waterloo, Canada
Valeria Noguti, University of Technology Sydney, Australia*
We examine the role of the interaction between hedonic motives and time perception in hyperbolic discounting. We propose that
positive affect reduces sensitivity to time, and thus enhances hyperbolic discounting. We demonstrate that time-sensitivity is indeed
reduced when positive affect increases, leading to more hyperbolic discounting of hedonic than utilitarian goods.
4. When Losing Hurts Less: How Spending Time vs. Money Affects Outcome Happiness
Subimal Chatterjee, SUNY Binghamton, USA*
Chien-Wei (Wilson) Lin, SUNY Binghamton, USA*
Two studies show that spending time (relative to a commensurate amount of money) on a focal activity may reduce the sting of an
ultimate loss, because spending time, unlike spending money, also enhances psychological well-being that serves as an emotional
buffer against the unhappiness with the undesired outcome.
211
10.12 Emotional Appeals
Room: Finback
Chair: Andrew Gershoff, University of Texas at Austin, USA
1. Tell Me What to Do When I am in a Good Mood. Show Me What to Do When I am in a Bad Mood: Mood as a Moderator of
Social- Norm Influence
Vladimir Melnyk, Maastricht University, The Netherlands*
Erica van Herpen, Wageningen University, The Netherlands
Arnout R. H. Fischer, Wageningen University, The Netherlands
Hans C. M. van Trijp, Wageningen University, The Netherlands
This paper investigates the differential effect of mood for both descriptive and injunctive norms. Results show injunctive norms lead
to more positive attitudes and intentions under positive (vs. negative) mood, and descriptive norms is more effective under negative
mood. We show that this effect translates to actual behavior.
2. Moving On and Away: Closure Increases Psychological Distance through Emotion
Jae-Eun Namkoong, University of Texas at Austin, USA*
Andrew Gershoff, University of Texas at Austin, USA
Psychological closure is the feeling of completeness of an experience. We show closure increases psychological distance, mediated by
emotional intensity. Four experiments demonstrate that psychological closure causes people to feel that a negative consumer event
happened a longer time ago (temporal distance) and is less likely to reoccur (probabilistic distance).
3. Cooling Down or Heating Up with Emotions: How Temperature Affects Customer Response to Emotional Advertising Appeals
Pascal Bruno, University of Cologne, Germany
Valentyna Melnyk, The University of Waikato, New Zealand*
Franziska Völckner, University of Cologne, Germany
Drawing on embodied-cognition research, we empirically test a new moderator of consumers’ responses to advertising: temperature.
We find that cold physical temperature enhances consumers’ attitudes towards emotionally warm ads. In contrast, warm physical
temperature decreases consumers’ responses to emotionally warm ads, and instead enhances consumers’ attitudes towards emotionally
cold ads.
4. The Preference for Larger Assortments in Feeling-Based Decisions
Aylin Aydinli, London Business School, UK
Yangjie Gu, London Business School, UK*
Michel T. Pham, Columbia University, USA
It is well accepted that consumers generally prefer larger product assortments over smaller ones. This paper suggests this intrinsic
preference depends on the decision process consumers are likely to follow. Results from four studies show preference for larger
assortments is more pronounced when the decision is based on feelings. Specifically, when the product category is hedonic rather than
utilitarian, when consumers’ motives are experiential vs. instrumental, and when they have higher vs. lower trust in their feelings. This
phenomenon transpires even with implicit measures of preference for assortment size.
212
10.13 Sensory and Sensitivity Perceptions
Room: Galiano
Chair: Courtney Szocs, University of South Florida, USA
1. From the Hands to the Mind: Haptic Brand Signatures
Mathias Streicher, University of Innsbruck, Austria*
How closely are brands linked to their haptic signatures? Four experiments show that brand-specific haptic primes automatically
activate a brand’s knowledge structures, thereby promoting perceptual processing in other modalities, cognitive accessibility, and
prime-congruent brand choices. Implications for sensory marketing and product management arise.
2. Order Effects of Sampling Sequential Products with Similar vs. Dissimilar Sensory Cues
Dipayan Biswas, University of South Florida, USA
Lauren Labrecque, Loyola University Chicago, USA*
Ereni Markos, Quinnipiac University, USA
The results of three experiments (two lab, one field) show that when consumes sample a sequence of sensory-rich products that are
similar (dissimilar) on sensory cues, they prefer the first (last) product in the sequence. This research helps resolve prior conflicting
findings on order effects for experiential products.
3. The Product-Agnosia Effect: How Increased Visual Scrutiny Reduces Distinctiveness
Jayson Jia, Stanford University, USA*
Sanjay Rao, Stanford University, USA
Although lay intuition suggests that increased visual observations helps distinguish products, we find across four experiments that
increased visual observations of products can actually decrease their distinctiveness and attractiveness.
We argue that this effect
(product-agnosia) is driven by a shift in perceptual focus, from increased local- and decreased global- processing.
4. Negative Scope Sensitivity: The Collapse of Feeling-Based Valuation for Multiple Desirable Objects
Kuangjie Zhang, INSEAD, Singapore*
Steven Sweldens, INSEAD, France
Monica Wadhwa, INSEAD, Singapore
We propose that consumers’ feeling-based valuations can exhibit negative-scope sensitivity, according to which a set of multiple
different products can be valued less than the valuation of a single product from that set. This reversed-scope sensitivity is driven by
consumers' inability to vividly imagine multiple different objects simultaneously.
213
10.14 Family Decision Making
Room: Granville
Chair: Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa
1. Family quality time and the techno-culture food environment
Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa*
Amandeep Takhar, University of Bedfordshire, United Kingdom*
The purpose of this paper is to explore how the techno-culture food environment is transforming family quality time within the
domestic context of food consumption. Findings from our semi-ethnographic study reveal that family members interact with different
media devices at mealtimes. Within this context, we argue that family quality time is changed and altered in form, but not ultimately
abandoned.
2. The Thrifty Meal: Re-Creating Value in the Kitchen
Benedetta Cappellini, Royal Holloway, University of London, UK*
Elizabeth Parsons, Keele University, UK*
This interpretive paper looks at how British consumers re-create value through reusing food leftovers. It analyses consumers’ thrifty
practices through which food is transformed, and the resulting travels of food in the household. It discusses how value is re-created by
consumers through creative acts of transforming and re-framing food.
3. The Mediating Role of the Built Environment in Family Consumption Practices
Pauline Maclaran, Royal Holloway, University of London, UK*
Margaret K. Hogg, Lancaster University, UK*
Carolyn F. Curasi, Georgia State University, USA
We examine how the built environment mediates family life, and particularly relational identities within the family. We conceptualize
the relationship between two main dimensions: spaces (for wandering such as consumptionscapes or for enclosing as in domestic
places); and relational identities (by maintaining the status quo or changing identities).
4. Inter-racial Couples, Household Decision-Making and Contextual Influences on Consumer Acculturation
Wakiuru Wamwara-Mbugua, Wright State University, USA*
This research examines household decision-making among immigrant interracial couples in a developing country. Prior research
demonstrates that as a country becomes more developed, husband dominance in household decision-making decreases. Our findings
demonstrate that immigrants from more developed countries integrate traditional modes of household decision-making when they
immigrate to less-developed countries.
214
10.15 Evolutionary Consumption: Methodological Pluralism, Interdisciplinarity, and
Consilience (Unified Knowledge)
Room: Azure
Chair: Gad Saad, Concordia University, Canada
Participants:
Jessica Li, Arizona State University, USA
Eric Stenstrom, Concordia University, Canada
Sarah Hill, Texas Christian University, USA
Tripat Gill, Wilfrid Laurier University, Canada
Kristina Durante, University of Texas at San Antonio, USA
Bram Van den Bergh, Erasmus University Rotterdam, The
Jill Sundie, University of Texas at San Antonio, USA
Netherlands
An evolutionary approach to the study of consumer behavior engenders a deep commitment to methodological pluralism, unified
knowledge (consilience), and interdisciplinarity. The goal of this roundtable is to foster an open discussion about each of these
important epistemological benefits, followed by a discussion of future research opportunities.
215
10.16 Film Festival V
Screening of Jurors’ First Prize and People’s Choice Films
Journal of Consumer Psychology Editorial Board Reception and Meeting
5:00-7:00p.m.
Pavilion C
Gala Dinner
7:00p.m. (Buses begin loading in the Sheraton Circular Drive at 6:30p.m.)
Vancouver Aquarium, Stanley Park
216
Journal of Consumer Research Policy Board Meeting
7:30 a.m.-noon
Parkville
Meet the Editors Breakfast
Sponsors: Represented Journals
Organizers: Susan Dobscha, Bentley College, USA
Katherine Lemon, Boston College, USA
AMS Review (Gergana Nenkov), European Journal of Marketing (Susan Dobscha), Journal of Consumer Psychology (Connie
Pechmann, Journal of Marketing (Sanjay Sood), Journal of Marketing Research, Journal of Research for Consumers (Ekant
Veer), Journal of Service Research (Katherine Lemon, Laurel Anderson), Marketing Theory (Pauline Maclaran, Liz Parsons)
8:00-10:00a.m.
Junior Ballroom CD
Optional Vancouver Nature Trip
Buses load in the Sheraton Circular Drive at 8:40 a.m.
(If signed up for Capilano Bridge only, hotel return will be approx. 1:30 pm. If signed up for Capilano + Grouse Mountain,
hotel return will be approx. 4 p.m.)
217
Author Index
RIGHT CLICK AND SELECT "UPDATE FIELD" TO UPDATE.
218

Welcome to ACR Vancouver!

Transcription

Similar documents

to our marketing flyer

Change is good, exchange is better

the brandbank service makes it quick, easy and cost

New York Toy Fair Press Release Beloved Colorforms Brand

Objective - Target Marketing

China 2006 July 7 - 18 Beijing, Xi`an, Shanghai and Hong Kong

9.15.14 Footwearnews.com

Vlisco - design management europe award

HUBLOT OPENS IN ZURICH HAUTLENCE AND ERIC CANTONA

Please contact our Global Event Associate, Thu Thao Nguyen: E