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Dear Conference Participant:
We warmly welcome you to the 2013 North American Conference of the Association for Consumer Research in Chicago.
This conference marks the 44th consecutive year in North America.
This year’s conference theme is “Making a Difference.” It is inspired by the city of Chicago, a bold city that is constantly
changing and reinventing itself through its architecture, restaurants, arts, nightlife, and music. Its vibrancy reflects the
many ways in which our ideas, as consumer researchers, can change established perspectives on theory and practice. We
hope you channel the positive energy of Chicago into this conference to discover, or re-discover, the joy of understanding
research ideas that make a difference.
In keeping with the spirit of the conference, we offer several innovations aimed at further enhancing the academic content
of the program. These include:
• The Mid-Career Mentorship Program, a forum to connect mid-career faculty with senior mentors
• Perspectives, integrative knowledge sessions comprising invited talks that overview a research area
• Workshops, hands-on skill development seminars to provide training on research tools and methods
• The Keynote address by Malcom Gladwell
• Thematic organization of working papers into mini-sessions
We hope you will find all the academic events energising and of course also enjoy the many entertainment events.
This conference would not be possible without the tireless efforts of many dedicated, wonderful people, in particular,
Executive Director Rajiv Vaidyanathan, Conference Manager Paula Rigling, website guru Aleksey Cherfas, Membership
Executive Manager Praveen Aggarwal, Communication Executive Manager Ekant Veer, administrative assistants
Elisabeth Hajicek, Laura Nagle, and Aaron Christen.
A big thank you to co-chairs of various tracks, including Leonard Lee and Wendy Liu (Working Papers), Anirban
Mukhopadhyay and David Wooten (Perspectives, Roundtables, and Workshops), Marylouise Caldwell and Paul Henry
(Film Festival), Derek Rucker and Jaideep Sengupta (Doctoral Symposium), Nidhi Agrawal and Jonathan Levav (MidCareer Mentorship Program), Kelly Goldsmith, Tom Meyvis, Leif Nelson, Joachim Vosgerau (Entertainment Committee),
Rajesh Bagchi and Susan Dobscha (Q&A with Journal Editorial Review Board Members), as well as to David Bell,
Robert Meyer, Keith Niedermeier, and Americus Reed II (Brand Inequity band members) and Ashesh Mukherjee (DJ
Ash).
We are also deeply grateful to our Program Committee, Competitive Paper Review Board Members, Competitive Paper,
Working Paper, and Film Reviewers, to faculty who volunteered time for the Doctoral Symposium and the Mid-Career
Mentorship Program, to colleagues who were there throughout the year to advise and help us in countless ways, to
everyone who submitted their best research ensuring we could come up with a stellar program, and to Angela Y. Lee,
President ACR 2013, who gave us the opportunity to organize this conference.
Simona Botti, London Business School, UK
Aparna Labroo, Northwestern University, USA
ACR 2013 Conference Co-Chairs
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Program Overview
Thursday, October 3, 2013
7:00am - 7:00pm
7:30am - 4:30pm
11:00am - 4:30pm
1:00pm - 2:00 pm
2:00pm - 4:30pm
3:30pm - 5:00pm
4:30pm - 6:30pm
6:30pm - 8:30pm
ACR REGISTRATION - DOCTORAL SYMPOSIUM & CONFERENCE (Bays - 4th Floor)
ACR DOCTORAL SYMPOSIUM (Bays - 4th Floor)
ACR BOARD OF DIRECTORS MEETING (Price Room)
SCP EXECUTIVE COMMITTEE MEETING (Grant Park Room)
MID-CAREER MENTORSHIP PROGRAM (Terzo Piano Chicago Art Institute)
SCP BOARD MEETING (Grant Park Room)
JCR EDITORIAL REVIEW BOARD RECEPTION & MEETING (Empire Ballroom)
WELCOME RECEPTION (Grand Ballroom)
Friday, October 4, 2013
7:00am - 7:00pm
7:00am - 8:00am
7:00am - 8:00am
8:00am - 5:00pm
8:00am - 9:15am
9:15am - 9:30am
9:30am - 10:45am
10:45am - 11:00am
11:00am - 12:15pm
12:15pm - 1:45pm
2:00pm - 3:15pm
3:15pm - 3:30pm
3:30pm - 4:45pm
5:00pm - 6:30pm
6:30pm - 8:30pm
ACR REGISTRATION (Bays - 4th Floor)
ACR CONTINENTAL BREAKFAST
KEITH HUNT NEWCOMERS BREAKFAST (Monroe Room)
FILM FESTIVAL (Chicago Room)
SESSION 1
COFFEE BREAK
SESSION 2
COFFEE BREAK
SESSION 3
PRESIDENTIAL LUNCHEON (Grand Ballroom)
SESSION 4
COFFEE BREAK
SESSION 5
MALCOLM GLADWELL KEYNOTE ADDRESS (Grand Ballroom)
POSTER SESSION & RECEPTION (Exhibit Hall)
Saturday, October 5, 2013
6:00am - 7:30am
7:00am - 5:00pm
7:00am - 8:00am
7:00am - 9:00am
8:00am - 6:00pm
8:00am - 3:30pm
8:00am - 9:15am
9:15am - 9:30am
9:30am - 10:45am
10:45am - 11:00am
11:00am - 12:15pm
12:15pm - 1:45pm
2:00pm - 3:15pm
3:15pm - 3:30pm
3:30pm - 4:45pm
3:30pm - 5:00pm
5:00pm - 7:00pm
5:00pm - 6:15pm
7:30pm - midnight
ZUMBA (Adams Room)
ACR REGISTRATION (Bays - 4th Floor)
ACR CONTINENTAL BREAKFAST
JCR ASSOCIATE EDITORS BREAKFAST & MEETING (Kimball Room)
FILM FESTIVAL (Chicago Room)
POSTER EXHIBITION (Exhibit Hall)
SESSION 6
COFFEE BREAK
SESSION 7
COFFEE BREAK
SESSION 8
ACR AWARDS LUNCHEON & BUSINESS MEETING (Grand Ballroom)
SESSION 9
COFFEE BREAK
SESSION 10
JCP ASSOCIATE EDITORS BUSINESS MEETING (Kimball Room)
JCP EDITORIAL REVIEW BOARD RECEPTION & MEETING (Crystal Ballroom)
WORKSHOP SESSIONS (Adams, Salons 1, 3, 4-6, 7-9, 12)
GRAND FINALE @ HOUSE OF BLUES
Sunday, October 6, 2013
7:30am - noon
9:30am - 11:00am
10:30am - 11:30am
JCR POLICY BOARD MEETING (Buckingham Room)
ARCHITECTURAL BOAT TOUR
ART INSTITUTE OF CHICAGO GUIDED TOUR
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Thursday, October 3, 2013
ACR REGISTRATION - DOCTORAL SYMPOSIUM & CONFERENCE
7:00am - 7:00pm
Bays - 4th Floor
ACR DOCTORAL SYMPOSIUM
7:30am - 4:30pm
Bays - 4th Floor
Sponsored by
Journal of Consumer Research
Marketing Science Institute
ACR BOARD OF DIRECTORS MEETING
11:00am - 4:30pm
Price Room
SCP EXECUTIVE COMMITTEE MEETING
1:00pm - 2:00pm
Grant Park Room
MID-CAREER MENTORSHIP PROGRAM
2:00pm - 4:30pm
Terzo Piano Chicago Art Institute
Sponsored by
Qualtrics
Meet @ Bays - 4th Floor at 1:30pm for a group walkover or Terzo Piano at 2:00pm
SCP BOARD MEETING
3:30pm - 5:00pm
Grant Park Room
JCR EDITORIAL REVIEW BOARD RECEPTION & MEETING
4:30pm - 6:30pm
Empire Ballroom
(By Invitation Only)
WELCOME RECEPTION
6:30pm - 8:30pm
Grand Ballroom
Sponsored by
Kellogg School of Management Northwestern University
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Friday, October 4, 2013
ACR REGISTRATION
7:00am - 7:00pm
Bays - 4th Floor
ACR CONTINENTAL BREAKFAST
7:00am - 8:00am
KEITH HUNT NEWCOMERS BREAKFAST
7:00am - 8:00am
Monroe Room
(By Invitation Only)
FILM FESTIVAL
8:00am - 5:00pm
Films have 10 minutes Q&A after their first screening
Film Festival I (8:00am - 9:15am) (Chicago)
Film Festival II (9:30am - 10:45am) (Chicago)
Film Festival III (11:00am - 12:15pm) (Chicago)
Film Festival IV (2:00pm - 3:15pm) (Chicago)
Film Festival V (3:30pm - 5:00pm) (Chicago)
SESSION 1
8:00am - 9:15am
1.1 Consumer Mindsets: Justifying, Comparing, & Competing (Crystal)
1.2 Making Sense of Sensory Cues: Influences on Cognitions (Salon 2)
1.3 Consumers’ Prosocial Motives & Decision-Making (Salon 3)
1.4 The Uncertain Consumer (Salon 4 & 5)
1.5 The Techno Shopper: Consumer Interactions with Mobile & Digital Technologies (Salon 12)
1.6 Effects of Self-Affirmation on the Personal Self & the Interpersonal Self (Salon 6)
1.7 Feeling Contrary? Comparison Effects in Consumer Choices (Salon 7)
1.8 Feelings in Goal Pursuit (Salon 8 & 9)
1.9 Navigating the Rise of Media & Celebrity (Wilson)
1.10 Targeting Consumers Through Product Design & Customization (Salon 10)
1.11 Let's Get Some Culture! (Salon 1)
1.12 Looking Soft, Thinking Sharp: From Measuring Expressions and Thinking to Considering the Implications
(Madison)
COFFEE BREAK
9:15am - 9:30am
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SESSION 2
9:30am - 10:45am
2.1 From the Bedroom to the Bank: Novel Insights into Sex & Consumer Choice (Crystal)
2.2 Light, Touch, & Emptiness: Embodiment Effects on Reward Seeking (Salon 2)
2.3 Choice Architecture in Consumer Contexts (Salon 3)
2.4 What’s Love Got to Do with It? Close Relationships & Consumer Behavior (Salon 4 & 5)
2.5 How Audience Factors Influence Word-of-Mouth (Salon 12)
2.6 Charitable Giving (Salon 6)
2.7 Shifting Inferences: Malleability in Consumption Decisions (Salon 7)
2.8 Self-Threat & Self-Enhancement (Salon 8 & 9)
2.9 Mindful Consumption (Wilson)
2.10 Cultural Complexities (Salon 10)
2.11 On Feeling Powerful & In Control (Salon 1)
2.12 Roundtable: Changing the Way We Think About Consumer Financial Decision-Making: Bridging Theory,
Practice, & Relevance in Household Financial Decision-Making (Indiana)
2.13 Latin America ACR 2014 Planning Meeting (Open to All) (Madison)
COFFEE BREAK
10:45am - 11:00am
SESSION 3
11:00am - 12:15pm
3.1 Perspectives: Branding (Sponsored by Journal of Consumer Psychology) (Crystal)
3.2 Emotion as Social Information: Interpersonal Effects of Pride, Embarrassment, & Sadness (Salon 2)
3.3 Prosocial Choices & Consequences (Salon 3)
3.4 Making the Best of Uncertainty: The Role of Message Framing, Processing Style, & Risk Aggregation (Salon 4
& 5)
3.5 Social Goals & Word of Mouth (Salon 12)
3.6 The Upside & Downside of Visual Inputs (Salon 6)
3.7 A Play for Power: Exploring the Ways Consumption Marks Social Stratifications (Salon 7)
3.8 Cleanliness & Morality as Cover for Guilt, Loneliness, Rigidity, & Waste (Salon 8 & 9)
3.9 Preference for Inferior Outcomes & More Effort (Wilson)
3.10 A Variety of Papers on Variety, Choice Sets, & Categories (Salon 10)
3.11 Goal Contents: Importance, Time, Self-Other, or Culture (Salon 1)
3.12 Roundtable: Mechanical Turk 2.0: Issues, Limitations, & Solutions for Collecting Data (Indiana)
PRESIDENTIAL LUNCHEON
12:15pm - 1:45pm
Grand Ballroom
Sponsored by
Kellogg School of Management Northwestern University
Qualtrics
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SESSION 4
2:00pm - 3:15pm
4.1 Perspectives: Motivation (Sponsored by Journal of Consumer Psychology) (Crystal)
4.2 Examining the “Me” in Emotion: How Emotion & Different Aspects of the Self Influence Self-Control (Salon 2)
4.3 Choices & the Self From Cognition to Motivation to Physical Expression (Salon 3)
4.4 Redistribution & Social Justice in Consumer Behavior (Salon 4 & 5)
4.5 Sharing Information: A Focus on the Sharer’s Motives & Feelings (Salon 12)
4.6 Re-Interpreting Culturally Construed Consumption & Its Embodiment Within the Female Body (Salon 6)
4.7 Anthropomorphism: New Insights & Implications (Salon 7)
4.8 The Moral Consumer (Salon 8 & 9)
4.9 Disclosing Dirty Deeds & Painful Truths (Wilson)
4.10 Consumer Identity & Relationships: What We Say & What We Buy (Salon 10)
4.11 Understanding Non-Conscious Effects in Consumer Judgments (Salon 1)
4.12 Roundtable: Making a Difference in Different Ways: Unleashing the Power of Collaborative Research Teams
to Enhance Consumer Well-being (Indiana)
COFFEE BREAK
3:15pm - 3:30pm
SESSION 5
3:30pm - 4:45pm
5.1 Perspectives: Identity & Social Influences (Sponsored by Journal of Consumer Psychology) (Crystal)
5.2 Pain or Gain: Comparative Thinking & Consumer Well-Being (Salon 2)
5.3 Beyond Reciprocity: Examining the Interplay Between Money & Relationships (Salon 3)
5.4 When the Choosing Gets Rough: Incidental Factors that Increase Choice Difficulty (Salon 4 & 5)
5.5 Virtual Lives (Salon 12)
5.6 Round, Precise, & Human: How People Evaluate Numerical Information (Salon 6)
5.7 On Trade-offs, Risk, & Desire: Decision Strategy & Choice (Salon 7)
5.8 What Thoughts Count? Some Ways in Which Gift Selection Affects the Giver (Salon 8 & 9)
5.9 Q&A with Journal Editorial Review Board Members (Wilson)
5.10 Incentivizing Consumers to Do Good & Stay Good (Salon 10)
5.11 Framing Effects on Persuasion (Salon 1)
5.12 Designing Marketspaces (Madison)
MALCOLM GLADWELL KEYNOTE ADDRESS
5:00pm - 6:30pm
Grand Ballroom
"DAVID & GOLIATH"
Sponsored by
Rotman School of Management University of Toronto
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POSTER SESSION & RECEPTION
6:30pm - 8:30pm
Exhibit Hall
Sponsored by
Journal of Marketing Research
01 Advertising & Communication
02 Affect & Emotions
03 Age, Race, & Gender
04 Anti-Consumption & Consumer Resistance
05 Brand Relationships
06 Branding
07 Cause-Related Marketing
08 Charity & Gift Giving I
09 Charity & Gift Giving II
10 Child/Adolescent Consumption
11 Consumerism & Consumer Culture
12 Cultural Differences
13 Embodied Cognition
14 Food Choice & Healthy Consumption
15 Goals & Motivation
16 Guilt, Ethics, & Morality
17 Health Communication
18 Hedonic Consumption
19 Individual Differences
20 Judgment & Decision Making
21 Persuasion & Persuasion Knowledge
22 Preference & Choice
23 Pricing & Promotion
24 Product Innovation & Customization
25 Self-Control & Self-Regulation
26 Self Concept & Group Identity
27 Sensory Marketing & Perception
28 Shopping & Retailing
29 Social Influence
30 Social Media & the Consumer
31 Social Media & the Firm
32 Sustainable Marketing
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Saturday, October 5, 2013
ZUMBA
6:00am - 7:30am
Adams Room
Taught by: Naomi Mandel & Antonia Mantonakis, licensed Zumba instructors
Wear comfortable clothes and tennis shoes; water and towels available in the room
ACR REGISTRATION
7:00am - 5:00pm
Bays - 4th Floor
ACR CONTINENTAL BREAKFAST
7:00am - 8:00am
JCR ASSOCIATE EDITORS BREAKFAST & MEETING
7:00am - 9:00am
Kimball Room
FILM FESTIVAL
8:00am - 6:00pm
Films have 10 minutes Q&A after their first screening
Film Festival VI (8:00am - 9:15am) (Chicago)
Film Festival VII (9:30am - 10:45am) (Chicago)
Film Festival VIII (11:00am - 12:15pm) (Chicago)
Film Festival IX (2:00pm - 3:15pm) (Chicago)
Film Festival X (3:30pm - 5:00pm) (Chicago)
Film Festival XI (5:15pm - 6:00pm) (Chicago)
POSTER EXHIBITION
8:00am - 3:30pm
Exhibit Hall
SESSION 6
8:00am - 9:15am
6.1 Perspectives: Sensations (Sponsored by Journal of Consumer Psychology) (Crystal)
6.2 Of Simple & Social Excuses to Indulge (Salon 2)
6.3 How Thinking About Money Changes Goal Pursuit (Salon 3)
6.4 Getting Out What You Put In: Drivers & Consequences of Consumer Effort (Salon 4 & 5)
6.5 Exploring the Dynamics & Durability of Stigma (Salon 12)
6.6 The Time of Our Lives: The Role of Time in Consumer Well-Being (Salon 6)
6.7 Happiness Over Time (Salon 7)
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6.8 How Motivation, Duration, Brands, & Age Shape Memory (Salon 8 & 9)
6.9 Funny, Sad, or Regretful: Antecedents & Consequences of Affective Experiences (Wilson)
6.10 Decisions Under Risk & Uncertainty (Salon 10)
6.11 Social Comparison & Social Consumption (Salon 1)
6.12 From Manipulation & Harm to Reputation & Relationship: Key Branding Insights (Madison)
COFFEE BREAK
9:15am - 9:30am
SESSION 7
9:30am - 10:45am
7.1 Perspectives: Wellbeing (Sponsored by Journal of Consumer Psychology) (Crystal)
7.2 Psychological Factors that Influence Healthiness Perceptions & Healthy Choices (Salon 2)
7.3 Associative Learning in Branding (Salon 3)
7.4 How to Enhance Value & Motivate Action: New (Counterintuitive) Perspectives (Salon 4 & 5)
7.5 Doing Good Research: Methodological Issues (Salon 12)
7.6 Expanding the Theoretical Boundaries of Consumer Acculturation: Investigating the Role of Institutional
Forces & Nostalgic Consumption (Salon 6)
7.7 The Psychology of Being Untrue: The Processes & Consequences of Consumer Dishonesty (Salon 7)
7.8 Hedonic Dynamics (Salon 8 & 9)
7.9 Let's Talk About It: Factors Influencing Word-of-Mouth Content (Wilson)
7.10 The Age of Consumers (Salon 10)
7.11 With Empty Belly & Empty Pockets: Resource Scarcity Effects on Judgment & Behavior (Salon 1)
7.12 Beliefs & Inferences in Consumer Judgment (Madison)
7.13 ACR 2014 Planning Meeting (By Invitation Only) (Indiana)
COFFEE BREAK
10:45am - 11:00am
SESSION 8
11:00am - 12:15pm
8.1 Perspectives: Feelings (Sponsored by Journal of Consumer Psychology) (Crystal)
8.2 Unleashed Restraint: Feeding the Psychological Needs of Restrained Eaters (Salon 2)
8.3 Understanding Intertemporal Preferences to Foster Consumer Well-Being: Increasing Patience & Goal Pursuit
(Salon 3)
8.4 Consumer Behavior under Severe Restriction: A Look at Differences between Affluent & Impoverished People
(Salon 4 & 5)
8.5 It’s Not Just About You: Social Influences on Creative Outcomes (Salon 12)
8.6 Irrational Biases (Salon 6)
8.7 Valuations of Prospects & Risk (Salon 7)
8.8 Transformative Consumer Neuroscience (Salon 8 & 9)
8.9 The Emotional Side of Identity Tensions (Wilson)
8.10 Point-of-Sale Decision Making, Service Failures, & Service Recovery (Salon 10)
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8.11 Of Schemas, Scripts, & Construals: Processing Style Effects on Evaluation (Salon 1)
8.12 Roundtable: Consumption Addiction: A Research Agenda of the Progression from Adaptive to Maladaptive
Categories of Consumption Behaviors (Indiana)
ACR AWARDS LUNCHEON & BUSINESS MEETING
12:15pm - 1:45pm
Grand Ballroom
SESSION 9
2:00pm - 3:15pm
9.1 ACR Fellows Address (Crystal)
9.2 Indulgent or Industrious? How Seemingly Separate Events Influence Our Consumption Choices (Salon 2)
9.3 Antecedents of, Predictions About, & Responses to Financial Constraints (Salon 3)
9.4 Understanding Consumers' Perception of & Responses to Scarcity Cues (Salon 4 & 5)
9.5 Creating & Resolving Tensions: Exploring the Different Effects Materialism Has on Consumers & Society
(Salon 12)
9.6 Consumer Engagement in Service Relationships: The Good, the Bad, & the Ugly (Salon 6)
9.7 Understanding & Influencing Pro-Social, Anti-Social & Moral Behavior (Salon 7)
9.8 Sharing Information: Word of Mouth Creation & Consumption (Salon 8 & 9)
9.9 The Price is Right: Price Perception by Consumers (Wilson)
9.10 Food Decision Making (Salon 10)
9.11 Anomalies in Product Evaluation & Choice (Salon 1)
9.12 Roundtable: Best Practices for Behavioral Lab & Subject Pool Management (Indiana)
COFFEE BREAK
3:15pm - 3:30pm
SESSION 10
3:30pm - 4:45pm
10.1 Exploring the Self in Self-Regulation: Unexpected Impacts on Goal Engagement (Crystal)
10.2 Nudging Consumers in the Right Direction: Effective Interventions for Tackling Obesity (Salon 2)
10.3 Look Who’s Talking: Linguistic Signaling in C2C & B2C Communication (Salon 3)
10.4 Making a Difference with Metal Pieces: New Findings on Seeing, Possessing, & Losing Money (Salon 4 & 5)
10.5 From Encoding, to Protecting, to Retrieving: Understanding the Interplay between Social Identity &
Consumer Memory (Salon 12)
10.6 Green & Healthy: Doing Good for the Environment & for People (Salon 6)
10.7 Liking Products: What's Brand Got to Do With It? (Salon 7)
10.8 Back to the Future: New Perspectives on Time (Salon 8 & 9)
10.9 Off-the-Map Experiential Consumption (Wilson)
10.10 Learning to Like (Salon 10)
10.11 Building Commitment in Choices (Salon 1)
10.12 Roundtable: Consumption & Heritage (Indiana)
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JCP ASSOCIATE EDITORS BUSINESS MEETING
3:30pm - 5:00pm
Kimball Room
JCP EDITORIAL REVIEW BOARD RECEPTION & MEETING
5:00pm - 7:00pm
Crystal Ballroom
(By Invitation Only)
WORKSHOP SESSIONS
5:00pm - 6:15pm
Skill Development Series
Mediation Practicum - Hayes Method, Indirect Effects, & Bootstrapping (Salons 7-9)
Mediation, Contrasts, & LISREL (Salon 1)
Designing QUALTRICS Studies (Salons 4-6)
How to Make a Good Consumer Research Video (Salon 3)
Journal of Consumer Research New Reviewer Training (Adams)
Journal of Consumer Research Advanced Reviewer Training (Salon 12)
GRAND FINALE @ HOUSE OF BLUES
7:30pm - midnight
329 N. Dearborn St., between Kinzie St. and Wacker Dr.
Food, Open Bar, Brand Inequity Live Concert, DJ Ash
Sponsored by
London Business School
The House of Blues is a short 10-minute walk from the hotel. Transportation is not provided.
Student volunteers will direct attendees to the venue from the hotel between 7:15pm and 7:45pm
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Sunday, October 6, 2013
JCR POLICY BOARD MEETING
7:30am - noon
Buckingham Room
ARCHITECTURAL BOAT TOUR
9:30am - 11:00am
(Optional - Registration Required)
Meet @ Bay - 4th Floor at 9:00am for a group walkover or Riverside Gardens (Michigan Avenue & Wacker Drive, the
Southeast corner of the Michigan Avenue Bridge) at 9:25am
ART INSTITUTE OF CHICAGO GUIDED TOUR
10:30am - 11:30am
(Optional - Registration Required)
Meet @ Bay - 4th Floor at 10:10am for a group walkover or west wall of the Monroe Street Entrance of the Art Institute,
directly across from the admissions counter, at 10:25am
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Thursday, October 3, 2013
ACR REGISTRATION - DOCTORAL SYMPOSIUM & CONFERENCE
7:00am - 7:00pm
Bays - 4th Floor
ACR DOCTORAL SYMPOSIUM
7:30am - 4:30pm
Bays - 4th Floor
Sponsored by
Journal of Consumer Research
Marketing Science Institute
ACR BOARD OF DIRECTORS MEETING
11:00am - 4:30pm
Price Room
SCP EXECUTIVE COMMITTEE MEETING
1:00pm - 2:00 pm
Grant Park Room
MID-CAREER MENTORSHIP PROGRAM
2:00pm - 4:30pm
Terzo Piano Chicago Art Institute
Sponsored by
Qualtrics
Meet @ Bays - 4th Floor at 1:30 pm for a group walkover or Terzo Piano, Art Institute of Chicago at 2:00 pm.
SCP BOARD MEETING
3:30pm - 5:00pm
Grant Park Room
JCR EDITORIAL REVIEW BOARD RECEPTION & MEETING
4:30pm - 6:30pm
Empire Ballroom
(By Invitation Only)
WELCOME RECEPTION
6:30pm - 8:30pm
Grand Ballroom
Sponsored by
Kellogg School of Management Northwestern University
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Friday, October 4, 2013
ACR REGISTRATION
7:00am - 7:00pm
Bays - 4th Floor
ACR CONTINENTAL BREAKFAST
7:00am - 8:00am
KEITH HUNT NEWCOMERS BREAKFAST
7:00am - 8:00am
Monroe Room
(By Invitation Only)
FILM FESTIVAL
8:00am - 5:00pm
Films have 10 minutes Q&A after their first screening
Film Festival I (8:00am - 9:15am)
Room: Chicago
1. Coffee Shops Yesterday, Running Groups Today: Consumption Communities as the New Address for Oldenburg's Third Places
(20 min)
Giridhar Ramachandran, Indian Institute of Technology Madras, India*
Richa Agrawal, Indian Institute of Technology Madras, India
Ramon Oldenburg coined the name ‘third places’ to social gathering places outside of home and work, and felt that the vanishing third
places were a reason for the decline of community. Through participant observation and interviews this study explores the possibility
of considering consumption communities as present day third places.
2. Traveling Into Tourist Souvenirs (30 min)
Alain Decrop, University of Namur, Belgium*
Julie Masset, University of Namur, Belgium*
This videography invites you to travel inside tourist souvenirs around the world. The film shows that souvenirs often are considered as
special possessions that help consumers remember and extend their trips in time, space and the social network. It also highlights the
hierophanous role of souvenirs as messengers of meanings.
Film Festival II (9:30am - 10:45am)
Room: Chicago
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1. It's a Girl Thing (58 min)
Shannon Silva, University of North Carolina Wilmington, USA*
Andre Silva, University of North Carolina Wilmington, USA*
Donna King, University of North Carolina Wilmington, USA*
Tiffany Albright, University of North Carolina Wilmington, USA
Framed by the structure of a faux interactive website for tween girls, "It's a Girl Thing" speaks with consumer critics, tween brand
marketers, girls, moms, and educators to explore the seemingly benign cultural universe of candy-coated, pastel-colored, hypercommercialized girl culture (and the tween queen phenomenon) to reveal the complex and contradictory messages directed at today's
young girls.
Film Festival III (11:00am - 12:15pm)
Room: Chicago
1. Citizen Consumer (29 min)
Sonya Grier, American University, USA*
What does it mean to be a consumer in a context which emphasizes social goals as key to citizenship? This film explores the evolving
notion of citizen/consumer in Cuba at a time of shifting market dynamics and cultural change.
2. Entertained to Excess: The Contemporary Practices of Boredom (21 min)
Henri Myöhänen, Aalto University School of Economics, Finland*
Joel Hietanen, Aalto University School of Economics, Finland*
Perhaps it is not surprising that the concept of boredom has not received much interest in consumer research in our media saturated
consumer culture. This videography illustrates, from a Heideggerian perspective, how boredom becomes embodied in the lives of
consumer seeking extreme thrills. We find that a world which bombards us with distractions in the form of various types of
entertainment may have its dark side that perpetuates the very experience of boredom we wish to desperately escape in our pleasureobsessed age.
Film Festival IV (2:00pm - 3:15pm)
Room: Chicago
1. Entre-deux-mondes: Shaping of Artistic Projects in a Local Music Scene (31 min)
Joonas Rokka, Rouen Business School, France*
Baptiste Cléret, University of Rouen, France*
Alice Sohier, University of Picardie, France*
This video continues research on music from a scenes perspective. By studying local indie music producers in France, we
conceptualize "artistic projects" of indie music producers as a particular cultural universe that is embedded in scenes and shaped by an
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assemblage of market actors.
2. Consuming the Contradiction (17 min)
Joel Hietanen, Aalto University, Finland*
John Schouten, Aalto University,Finland*
Iiro Vaniala, Aalto University, Finland*
In 'Consuming the Contradiction' we produce a mashup of the footage shot at the Flow music festival in Helsinki. The stories reveal
further insights into the acts of demythologization and contradiction in what has been coined hipster consumption.
Film Festival V (3:30pm - 5:00pm)
Room: Chicago
1. The Runners' (R)evolution (24 min)
Caroline Graham Austin, Montana State University, USA*
Conor Benson, Bluejack Productions, USA
Running is more popular than ever in the United States, and a vocal minority of runners have decided to eschew traditional footwear
(a-shoe, perhaps?) in favor of minimal shoes, or no shoes at all. They find the experience to be transformative for both their bodies and
spirits.
2. A Pen (8 min)
Anastasia Seregina, Aalto University School of Business, Finland*
Norah Campbell, Trinity College Dublin, Ireland
Bernardo Figueiredo, University of Southern Denmark, Denmark
Hannu Uotila, Rakettijengi Tuotannot Oy, Finland
What might an object-oriented philosophy look like? This video places a mundane object, a pen, at the center of meaning-making by
plotting its mode of being as something other than anthropological or instrumental. The pen co-constitutes reality with human actors.
Where does agency end and passive materiality begin?
3. Towards Consumption of Biased Imagery (12 min)
Inga Jonaityte, Ca' Foscari University of Venice, Italy*
Olivija Douris, Philadelphia Art Institute, USA*
Recent far-reaching transformations in the field of photography have accelerated the creation of inexpensive crowd-generated “photo
archives,” reducing the demand for more expensive professional and objective imagery. This film explores the irreversibly shrinking
path for traditional photojournalism, altering production, distribution and the consumption patterns of unbiased and representative
photographic truth.
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SESSION 1
8:00am - 9:15am
1.1 Consumer Mindsets: Justifying, Comparing, & Competing
Room: Crystal
Co-chairs: Alison Jing Xu, University of Toronto, Canada
Aner Sela, University of Florida, USA
1. Justification Mindset: How Hedonic vs. Utilitarian Purchase Influences Subsequent Choice
Uzma Khan, Stanford University, USA*
Qing Yao, University of Science and Technology Beijing, China
Ravi Dhar, Yale University, USA
We examine how hedonic consumption differs from utilitarian consumption in affecting consumers’ subsequent decision-making.
Unlike utilitarian purchases, hedonic consumption induces a justification mindset, which subsequently shifts preferences towards
easy-to-justify actions. Implications of a justification mindset are examined for consumers’ willingness-to-buy, as well as for what
they choose to purchase.
2. The Comparative Mindset and Managerial Decision Making: Theory Extensions and Boundary Conditions
Christine Moorman, Duke University, USA
Alison Jing Xu, University of Toronto, Canada*
Vivian Yue Qin, Duke University, USA
Activating a comparative mindset not only increases managers’ likelihood of making hypothetical purchases, but also elevates their
spending levels in real business decisions. These effects are demonstrated in both lab studies and quasi-experiments evoking the
comparative mindset. We also explicate the processes and identify the moderators associated with this effect.
3. Competitive Mindset: Does Scarcity Call for Selfishness?
Caroline Roux, Northwestern University, USA*
Kelly Goldsmith, Northwestern University, USA
Andrea Bonezzi, New York University, USA
We show that priming the concept of scarcity activates a competitive mindset, which affects subsequent judgments and behaviors by
motivating people to pursue self-focused goals. These predictions are tested across five studies, which provide novel insights into the
psychology of scarcity and its effects on consumer judgment and decision making.
4. Beating the Market: Competitive Mindset and the Allure of Unintended Value
Aner Sela, University of Florida, USA*
Itamar Simonson, Stanford University, USA
Ran Kivetz, Columbia University, USA
Marketplace interaction often activates a competitive mindset and a desire to outsmart the market(er). We show that this competitive
mindset leads consumers to perceive offers that seem to fit their preferences by coincidence, without the marketer’s intent, as better
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bargains than offers presented as designed to fit them.
1.2 Making Sense of Sensory Cues: Influences on Cognitions
Room: Salon 2
Co-chairs: Donnel Briley, University of Sydney, Australia
Shanker Krishnan, Indiana University, USA
1. Embodied Gentleness Effect: The Influence of Hand Movements on Food Preferences
En Li, Central Queensland University, Australia*
Donnel Briley, University of Sydney, Australia*
Gerald Gorn, The Hong Kong Polytechnic University, China*
We demonstrate that hand movement gentleness shapes consumer preferences toward food with different haptic hardness and that this
embodied gentleness effect is robust across variations in hand movement priming (temporary or chronic) and haptic cues (verbal or
physical). Moreover, this embodiment effect is moderated by individual differences in self-monitoring.
2. Yes, “Touch” Matters: The Impact of Touch on Consumer Creativity
Heeryung Kim, Indiana University, USA*
Shanker Krishnan, Indiana University, USA
In consumer creativity, haptics plays an important role. It is effective in facilitating learning and memory as well as provides fun
experience. However, due to surge of online consumption contexts, haptic cues become less accessible. In this paper, we discuss the
potential benefits of haptics to foster creative consumption.
3. The Effects of Color vs. Black-and-White on Information Processing
Hyojin Lee, Ohio State University, USA*
Xiaoyan Deng, Ohio State University, USA
H. Rao Unnava, Fisher College of Business, Ohio State University, USA
In this research, we examine the effects of color on information processing. Five studies show that people process the central elements
of both color and black-and-white pictures spontaneously. However, color pictures draw a person’s attention to the peripheral
elements of a picture as well, more so than black-and-white pictures.
4. Can Sensory Stimulation Decrease Rumination? An Exploration of the Influence of Senses on Repeated Mental Simulation
Gaël Bonnin, Reims Management School, France*
Alain Goudey, Reims Management School, France
Although rumination has important consequences for consumers, little is known about the means to decrease its intensity. In two
studies we show that visual ambiance (study 1) and scent and music (study 2) can decrease rumination. Two processes that could
explain these results are proposed: emotional activation and physiological activation.
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1.3 Consumers’ Prosocial Motives & Decision-Making
Room: Salon 3
Co-chairs: Leif D. Nelson, University of California Berkeley, USA
Minah H. Jung, University of California Berkeley, USA
1. Powering up With Indirect Reciprocity in a Large-Scale Field Experiment
Erez Yoeli, Federal Trade Commission, USA*
Moshe Hoffman, University of California San Diego, USA
David G. Rand, Yale University, USA
Martin A. Nowak, Harvard University, Program for Evolutionary Dynamics, USA
We provide real-world evidence of the importance of observability in supporting large-scale cooperation. We show that observability
triples participation in an energy efficiency program, and is over four times as effective as offering a $25 monetary incentive.
Furthermore, we provide evidence that reputational concerns are driving our observability effect.
2. Signaling Virtue: Charitable Behaviors under Consumer Elective Pricing
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
In four field experiments (N= 58,501), we investigate how consumers socially signal their charitable identity under pay-what-youwant pricing. We find that consumers are sensitive to signal type (commercial vs. charitable) but insensitive to signal scale. We
observe these behaviors in both purchase likelihood and purchase prices.
3. Benefiting from Inequity Promotes Prosociality
Yoel Inbar, Tilburg University, The Netherlands*
Emily Zitek, Cornell University, USA
Alexander Jordan, Dartmouth College, USA
When people see themselves as having benefited unfairly, they subsequently act more prosocially. Participants who had been
rewarded despite poor performance were subsequently more likely to donate to charity (Study 1); more willing to volunteer for a good
cause (Study 2); and more helpful (Study 3).
4. Selfish or Selfless? On the Signal Value of Emotion in Altruistic Behavior
Alixandra Barasch, University of Pennsylvania, USA*
Emma E. Levine, University of Pennsylvania, USA
Jonathan Berman, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA
We examine when consumers gain credit for good deeds. Contrary to theories that decry emotions as selfish, people view emotions as
authentic, and therefore deserving of charitable credit. Further, feeling good as a result of giving is viewed positively, unless someone
explicitly claims to have been motivated by emotional benefits.
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1.4 The Uncertain Consumer
Room: Salon 4 & 5
Co-chairs: Charles Zhang, Boston College, USA
Gülden Ülkümen, University of Southern California, USA
1. Distinguishing Two Forms of Consumer Uncertainty
Gülden Ülkümen, University of Southern California, USA*
David Tannenbaum, University of California Los Angeles, USA
Craig Fox, University of California Los Angeles, USA
We show that consumers reliably distinguish epistemic (knowledge-based) uncertainty from aleatory (stochastic) uncertainty in their
rating of events. These ratings predict evaluations of credit/blame and luckiness/unluckiness for good/bad outcomes and mediate
hindsight bias. Moreover, consumers tend to make higher budget estimates concerning epistemic uncertainty, especially when they
feel more knowledgeable.
2. Known Unknowns in Judgment and Choice
Daniel Walters, University of California Los Angeles, USA
Craig Fox, University of California Los Angeles, USA*
Philip M. Fernbach, University of Colorado, USA
Steven Sloman, Brown University, USA
In six studies we explore metacognitive knowledge in consumer judgment and choice. Differences in awareness of known unknowns
is related to Cognitive Reflection Test (CRT) scores and predicts biases such as overconfidence and the comparative ignorance effect.
Consumers can be nudged to consider known unknowns for better judgments and decisions.
3. (Over-)Optimism in Two-stage Choice
Charles Zhang, Boston College, USA*
Rajesh Bhargave, University of Texas at San Antonio, USA
Abhijit Guha, Wayne State University, USA
Amitav Chakravarti, London School of Economics, UK
We show that expecting to receive extra information in the future leads to greater optimism and lesser aversion to uncertain options.
Specifically, people prefer uncertain options in the screening stage of two-stage choice than in direct choice, but only when they
expect to receive new information for their second-stage decision.
4. The Unlikely Middle: Overestimation of Most and Least Likely Outcomes
Oleg Urminsky, University of Chicago, USA*
Estimated likelihoods of repeated outcomes (coin flips) were elicited using a full-distribution procedure. Lay and statistically
sophisticated respondents overestimate low probability outcomes (9 or 10 heads out of 10) vs. moderate outcomes (3 or 4 out of 10).
Effects of gains vs. losses and arousal are found in this context.
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1.5 The Techno Shopper: Consumer Interactions with Mobile & Digital Technologies
Room: Salon 12
Co-chairs: Michael Sciandra, University of Pittsburgh, USA
Jeff Inman, University of Pittsburgh, USA
1. Smart Phones, Bad Decisions? The Impact of In-store Mobile Technology Use on Consumer Decisions
Michael Sciandra, University of Pittsburgh, USA*
Jeff Inman, University of Pittsburgh, USA
We investigate lay beliefs of in-store mobile technology use and examine how mobile devices alter decisions. While consumers
understand the positive implications of these devices, it appears they are unaware of the negatives. Specifically, mobile use leads to
more unplanned purchases, more forgotten items, longer shopping times, and additional trips.
2. Close, Yet So Far Away: The Influence of Temporal Distance on Mobile Promotion Redemption during a Shopping Experience
Daniel Sheehan, Georgia Tech, USA*
Koert Van Ittersum, University of Groningen, The Netherlands
Customer-facing technology offers retailers more flexibility as to when to present shoppers with promotions during a shopping
experience. Consistent with temporal construal theory, we demonstrate that the perceived temporal distance between a promotional
offer and the promoted product influences redemption and a shopper’s evaluation of the promoted product.
3. The Wireless Good Samaritan: Pro-social Behavior in Mobile Networks
Jayson Jia, Stanford University, USA*
Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China
Jianmin Jia, Chinese University of Hong Kong, Hong Kong, China
Combining verifiable behavior, between-condition experimental manipulations, and big network data, in 3 studies involving 10,000
subjects connected to 330,000 subscribers in a telecommunications network, we find that higher social status in a mobile network
causes less pro-social behavior, in contexts ranging from donations to recycling to helping strangers.
4. Digital Shopping: What You Need to Consider
Nikhil Sharma, The Nielsen Company*
We investigate how category characteristics of consumer package goods (CPG) influence digital sales and identify how the shopper,
category, and digital outlet influence behavior. We assess the impact of digital on the CPG industry and outline principles for
marketing success in a world where digital is the new normal.
1.6 Effects of Self-Affirmation on the Personal Self & the Interpersonal Self
Room: Salon 6
Co-chairs: Ji Kyung Park, University of Delaware, USA
Kathleen Vohs, University of Minnesota, USA
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1. Broadening Perspective, Changing Narratives, and Improving Academic Performance: The Effects of Values Affirmation
Interventions
David K. Sherman, University of California, Santa Barbara, USA*
Kimberly A Hartson, University of California Santa Barbara, USA
Kevin R. Binning, University of California Santa Barbara, USA
The present research explores the role of perspective and narrative in how affirmations affect academic performance for people
experiencing threat. Latino American students who completed values affirmations earned higher grades (relative to controls).
Affirmations broadened perspective of students under threat and changed narrative experience such that threat was less disruptive.
2. The Multifaceted Role of Affect in Self-Affirmation Effects
William M. P. Klein, National Cancer Institute and University of Pittsburgh, USA*
Peter R. Harris, University of Sussex, UK
Rebecca Ferrer, National Cancer Institute, USA
Although it has little direct influence on general affect, self-affirmation has a multifaceted relationship with general and specific
affective experiences. We argue that positive affect buttresses (and negative affect minimizes) salutary effects of self-affirmation, and
that self-affirmation increases task-related negative affect but also reduces impairment of performance by chronic stress.
3. Less about Me, More about You: How Self-Affirmation Changes Word-of-Mouth Intentions for the Self vs. Others
Sara Kim, University of Hong Kong, Hong Kong, China*
Ann L. McGill, University of Chicago, USA
Four studies found that self-affirmation influenced word-of-mouth (WOM), decreasing consumers’ complaints about their own
negative experiences but increasing complaints on behalf of others. We further found that affirmation induced broader perspectives,
which muted the intensity of the self’s experiences while intensifying an appreciation of others’ emotions.
4. Self-Affirmation has the Power to Offset the Harmful Effects of Money Reminders
Ji Kyung Park, University of Delaware, USA*
Kathleen Vohs, University of Minnesota, USA
Past research has shown that money reminders encourage the pursuit of personal goals and separateness from others, which ultimately
detracts from the interpersonal self. We proposed and found that self-affirmation reduces these adverse effects of money primes, and
enhances people’s motivation to care about others.
1.7 Feeling Contrary? Comparison Effects in Consumer Choices
Room: Salon 7
Co-chairs: Antonios Stamatogiannakis, IE Business School - IE University, Spain
Ann Schlosser, University of Washington, USA
1. Framing the Game: How Positioning Brands in Competition Can Be Strategically Used to Increase Brand Value
Neeru Paharia, Georgetown University, USA*
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Jill Avery, Harvard University, USA
Anat Keinan, Harvard University, USA
We explore how the competitive context affects consumers’ responses to brands and find that consumers like small brands more when
they compete with big brands and like big brands less when they compete with small brands. This effect is mediated through a process
of politicized consumption.
2. A Selfless or Selfish Act: The Incidental Effect of Direction of Comparison on Prosocial Behavior
Ann Schlosser, University of Washington, USA
Eric Levy, University of Cambridge, UK*
We propose that direction of comparison affects individuals’ concern with the collective (vs. individual) welfare, thereby influencing
whether appeals highlighting benefits to others (vs. the self) are more effective. This occurs regardless of whether comparisons
involve others or a past self. Personal obligation to help others mediates this effect.
3. You Have to Earn it, but I Don't: The Role of Monetary Fairness in Conspicuous Consumption
Sae Rom Lee, Pennsylvania State University, USA*
Hans Baumgartner, Pennsylvania State University, USA
Karen Winterich, Pennsylvania State University, USA
Consumers evaluate others negatively when others engage in conspicuous consumption with money acquired unfairly due to the
perceived invalidity of the prestige signal. However, consumers who themselves acquired money unfairly prefer to engage in
conspicuous consumption to signal prestige. Consumers’ beliefs about the value of social justice moderate these effects.
4. The Better You Do, the Worse You Feel: Selective Information Processing Approaches Based on Social Comparisons Moderates
the Effect of Absolute Performance on Satisfaction
Dilney Gonçalves, IE Business School - IE University, Spain
Jonathan Luffarelli, IE Business School - IE University, Spain*
Antonios Stamatogiannakis, IE Business School - IE University, Spain
Consumers are frequently evaluated relatively to others. In these settings, we find consumers more (less) satisfied with inferior
(superior) evaluation. We propose that social comparison orientation changes the importance consumers give to absolute information
about others’ vs. own evaluation. This process moderates the evaluation-satisfaction relationship, while self-perceived competence
mediates it.
1.8 Feelings in Goal Pursuit
Room: Salon 8 & 9
Co-chairs: William Hedgcock, University of Iowa, USA
Keith Wilcox, Columbia University, USA
1. It's the Journey that Matters: The Effects of Feelings of Movement Toward a Goal on Reward Value
Jongmin Kim, Singapore Management University, Singapore*
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Nathan Novemsky, Yale University, USA
Ravi Dhar, Yale University, USA
The present research focuses on a novel aspect of goal pursuit: feelings arising from movement towards the goal. We show that people
get pleasure from a sense of moving forward, and the positive feelings evoked from movement are attributed to the reward associated
with goal attainment, enhancing its value.
2. Depletion-as-Information: The Role of Feelings in Resource Depletion
Keith Wilcox, Columbia University, USA
Charlene Chen, Columbia University, USA*
We propose the depletion-as-information hypothesis that feelings of depletion signal to the self-control system that resources are low
and self-regulatory effort should be minimized. Across three studies, depletion effects were attenuated when individuals discredited
the informational value of their feelings and heightened among individuals who chronically experience feelings more intensely.
3. Too Tired to Choose It: Shifting Preference of To Do or To Have While Seeking Happiness
Aekyoung Kim, University of Texas at San Antonio, USA*
Ryan Howell, San Francisco State University, USA
Can seeking happiness alter individuals’ purchasing preferences? We examine whether the pursuit of happiness increases materialistic
(vs. experiential) preferences. Having limited resources while seeking happiness leads people to choose the easier option (materialistic
items vs. life experiences)—in a way that requires less effort.
4. Focusing on Desirability vs. Feasibility: The Influence of Fit between Goal Progress and Construal Level on Subsequent SelfRegulation
Jooyoung Park, University of Iowa, USA*
William Hedgcock, University of Iowa, USA
This research examines the relationship between goal progress and construal level and its influence on subsequent goal pursuit. Across
four studies, we show that greater goal progress induces higher-level construals and that as people perceive greater goal progress,
abstract thinking is more likely to promote goal-consistent behavior than concrete thinking.
1.9 Navigating the Rise of Media & Celebrity
Room: Wilson
Chair: Cele Otnes, University of Illinois at Urbana-Champaign, USA
1. Re-Fashioning Kate: The Making of a Celebrity Princess Brand
Ashleigh Logan, University of Strathclyde, UK*
Kathy Hamilton, University of Strathclyde, UK
Paul Hewer, University of Strathclyde, UK
We illustrate the processes wherein a celebrity’s appropriation of fashion discourse transforms the celebrity brand from an ‘ordinary’
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individual to an ‘extraordinary’ celebrity which rests on the myth of being: ‘just like us’. By unpacking the ‘Kate effect’, we reveal
how the British Royal Family brand is re-invigorated and sustained.
2. Transmedia Consumption Experiences (TCE): Patching as a Narrative Consumption Practice
Behice Ece Ilhan, Purdue University, North Central, USA*
Robert Kozinets, York University, Canada
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Transmedia storytelling is the systematic dispersal of narrative elements across multiple media to create unified and coordinated
consumer experiences. We introduce transmedia to consumer research by exploring how consumers engage with interrelated crossmedia marketing narratives. The results offer implications for understanding consumption in a complex, media-driven, and socialmedia socialized world.
3. Social Comparison to Advertising Depictions: Exploring Advertising Practitioners' Perspectives
Catherine A. Coleman, Texas Christian University, USA*
Linda Tuncay Zayer, Loyola University Chicago, USA*
This research examines how advertising practitioners conceptualize consumers’ social comparisons to ad depictions using a qualitative
approach. We find practitioners perceive the process and the outcomes differently based on whether the intended audience is male or
female. We offer implications for advertising practitioners and with regard to consumer welfare.
4. An Analysis of Anger Responses within the Context of Virtualized Consumption of Hatsune Miku
Lukman Aroean, Bournemouth University, UK*
Philip Sugai, International University of Japan, Japan
This paper contributes to virtual consumption theory by investigating the meaning of a virtual singing celebrity from Japan. Through a
Grounded Theory analysis of fan comments, several key themes have been extracted leading to a summary model that explicates the
network of key concepts and themes of Hatsune Miku (HM).
1.10 Targeting Consumers Through Product Design & Customization
Room: Salon 10
Chair: Andreas Herrmann, University of St. Gallen, Switzerland
1. Product Customization via Starting Solutions
Christian Hildebrand, University of St. Gallen, Switzerland*
Andreas Herrmann, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Three field and three lab studies show that partitioning consumer product customization processes into two stages – (1) choosing a
“starting solution” and (2) refining that starting solution to create the final self-designed product – stimulates mental simulation of
product use, promotes the choice of more feature-rich products, and enhances product satisfaction.
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2. Exploring the “I” in Mass Customization Decisions: Narcissists’ Proclivity Towards Configuring Unique Products
Andreas Herrmann, University of St. Gallen, Switzerland*
Emanuel de Bellis, University of St. Gallen, Switzerland
Hans-Werner Bierhoff, Ruhr-University Bochum, Germany
Elke Rohmann, Ruhr-University Bochum, Germany
David E. Sprott, Washington State University, USA
Field evidence shows that only a minority of consumers deliberately configure unique products. We propose that variation in option
selection is driven by consumers’ narcissistic personalities. In a pilot study and three experiments, we demonstrate that narcissistic
tendencies have a significant effect on the uniqueness of the self-customized product.
3. Generational Status as a Boundary Condition for Minority Targeting Strategies
Anne-Sophie I. Lenoir, Rotterdam School of Management, Erasmus University, The Netherlands*
Stefano Puntoni, Rotterdam School of Management, Erasmus University, The Netherlands
Americus Reed II, University of Pennsylvania, USA
Peeter Verlegh, University of Amsterdam, The Netherlands
Second-generation minority consumers differ from their parents in their acculturation experience. We highlight the role of
generational status as a boundary condition for standard minority targeting practices and show its consequences for the effectiveness
of two important minority targeting strategies: priming ethnic identity and featuring models of the same ethnicity.
4. Consumer Creativity in Product Design: The Effects of Providing a Default Product on Idea Generation
Bo Chen, ESSEC Business School, France*
Niek Althuizen, ESSEC Business School, France
This paper investigates the interaction effects between the level of advancement of the default product and the design goal on
consumer creativity in creative designs. The results of two experiments show that a more advanced default product reinforces
consumer creativity in functional designs but inhibits creativity in aesthetic designs.
1.11 Let's Get Some Culture!
Room: Salon 1
Co-chairs: James Mourey, DePaul University, USA
Carlos J. Torelli, University of Minnesota, USA
1. Cultured Materialism: The Culturally Bound Link between Materialism and Subjective Well-Being
Miao Hu, Northwestern University, USA*
Derek D. Rucker, Northwestern University, USA
Jie Chen, Shanghai Jiao Tong University, China*
Previous research established a uniformly negative correlation between materialism and subjective well-being within the US. The
present paper proposes culture is a pivotal moderator to this relationship. Relative to Americans, Chinese participants evaluated
materialistic individuals more favorably and report higher, not lower, subjective well-being after a materialism prime.
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2. Consequences of Cultural Fluency
James Mourey, DePaul University, USA*
Ben C.P. Lam, Iowa State University, USA
Daphna Oyserman, University of Michigan, USA
We introduce the concept of cultural fluency to describe the experience of ease that occurs when perceiving a culturally ‘right’
situation. We examine the consequences of cultural fluency on consumption, choice, and cognitive processing in a variety of
consumer contexts and across cultures. Theoretical and managerial implications are discussed.
3. Fairness or Compassion? Cultural Differences in Power Norms Affect Judgments of Power-Holders
Carlos J. Torelli, University of Minnesota, USA*
Sharon Shavitt, University of Illinois, USA
Timothy Johnson, University of Illinois at Chicago, USA
Noel Chavez, University of Illinois at Chicago, USA
Young Ik Cho, University of Illinois at Chicago, USA
Allyson Holbrook, University of Illinois at Chicago, USA
This research demonstrates that European Americans (Hispanics) are predisposed to apply to power-holders injunctive norms of
fairness (compassion). These cultural variations were more evident when power was salient, and emerged in the norms more likely to
be endorsed, the approval of hypothetical negotiators, and the evaluations of powerful service providers.
4. Consumers’ Global vs. Local Brand Choice In Foreign Contexts
Katharina Zeugner-Roth, IESEG School of Management, France
Claudiu Dimofte, San Diego State, USA*
It is unclear what choices global travelers make (local/global brands) in categories for which the host nation is not renowned. We find
that these choices are contingent upon consumers’ ethnocentrism and cosmopolitanism and their own country’s tradition in the
category. Risk perceptions associated with local brands underlie the uncovered effects.
1.12 Looking Soft, Thinking Sharp: From Measuring Expressions and Thinking to
Considering the Implications
Room: Madison
Chair: Meghan Pierce, Pontificia Universidad Catolica de Chile, Chile
1. Facial Expression Intelligence Scale (FEIS): Recognizing and Interpreting Facial Expressions and Implications for Consumer
Behavior
Meghan Pierce, Pontificia Universidad Catolica de Chile, Chile*
David Brinberg, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Facial expressions help us understand the emotions that underlie what another person is thinking, saying, or feeling. The ability to
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identify and interpret facial expressions varies by individual. Five studies examine the viability of the Facial Expression Intelligence
Scale (FEIS) to measure individual ability to identify and interpret facial expressions.
2. Do You Have to Look Like a Human to Be Smart? An Exploratory Study of the Influence of Anatomy and Expressivity of
Domestic Robots
Alain Goudey, Reims Management School, France*
Gaël Bonnin, Reims Management School, France
The study of the influence of anatomy and expressivity of robots shows that expressivity is as important as anatomy to generate
positive reactions. Introducing the use of Internet on a smartphone as a covariate changes the structure of relationships. It suggests
technological maturity to modify the influence of robot design.
3. Development and Validation of an Evaluation Difficulty Scale
Tess Bogaerts, Ghent University, Belgium*
Mario Pandelaere, Ghent University, Belgium
The current paper demonstrates that people differ in the extent to which they experience difficulties to make evaluations. Studies 1 and
2 construct a valid and reliable 6-item evaluation difficulty scale. Studies 3 and 4 demonstrate that current evaluation difficulty scale is
able to predict various types of (consumer) behavior.
4. Anticipating Regret When Making Investments
Jeffrey Wallman, Oklahoma State University, USA
BJ Allen, University of Oklahoma, USA*
Jeffrey Schmidt, University of Oklahoma, USA
This study defines and measures the components of anticipated regret, keep and drop regret, in a dynamic decision context. These
types of anticipated regret are modeled in order to better understand their comparative explanatory power on decisions. This study
measures how these aspects of anticipated regret change over time.
COFFEE BREAK
9:15am - 9:30am
SESSION 2
9:30am - 10:45am
2.1 From the Bedroom to the Bank: Novel Insights into Sex & Consumer Choice
Room: Crystal
Chair: Kristina M. Durante, University of Texas at San Antonio, USA
1. Conspicuous Consumption, Relationships and Rivals: Women’s Luxury Products as Signals to Other Women
Yajin Wang, University of Minnesota, USA*
Vladas Griskevicius, University of Minnesota, USA
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Does women’s conspicuous consumption have any function in relationships? We show that women use luxury products to signal to
other women that a romantic partner is especially devoted to her. Women’s conspicuous consumption was triggered by a desire to
guard her mate, and flaunting expensive products was effective at deterring romantic rivals.
2. Playing the Field: The Effect of Fertility on Women's Desire for Variety
Ashley Rae, University of Texas at San Antonio, USA*
Kristina M. Durante, University of Texas at San Antonio, USA
Four studies examine how fertility influences women’s desire for variety. Ovulating women have increased preference for variety in
consumer product choice. Variety seeking is mediated by an increase in desire for new men near ovulation. Minimizing the salience of
mate attraction goals suppressed the ovulatory effect on variety seeking.
3. Sex as Power: Attractive Women Link Sexuality and Power for Personal Gain
Carlos J. Torelli, University of Minnesota, USA*
Chiraag Mittal, University of Minnesota, USA
Kathleen Vohs, University of Minnesota, USA
Four studies uncovered a relation between women’s physical attractiveness and their internalization of the link between personalized
power–sex appeal. More (vs. less) attractive women felt stronger personalize power, endorsed sexual leveraging for
acquiring/restoring power, and attempted to boost their attractiveness via products that enhance sex appeal when feeling powerless.
4. Sex Hormones & Economic Decisions: The Effect of Testosterone on Financial Risk Depends on Social Context
Steven J. Stanton, Oakland University, USA*
O'Dhaniel Mullette-Gillman, National University of Singapore, Singapore
Crystal Reeck, Columbia University, USA
Charlotte Mabe, Duke University, USA
Kevin S. LaBar, Duke University, USA
Scott A. Huettel, Duke University, USA
While testosterone is known to drive sexual behavior, does testosterone level influence risky financial decisions? We show that
testosterone is differentially associated with decision making depending on the context: higher testosterone predicts less tolerance of
social unfairness in negotiations, but predicts greater risk aversion in economic decisions made independently.
2.2 Light, Touch, & Emptiness: Embodiment Effects on Reward Seeking
Room: Salon 2
Co-chairs: Sabrina Bruyneel, Katholieke University Leuven, Belgium
Danit Ein-Gar, Tel-Aviv University, Israel
1. The Effects of Ambient Light on Choices between Virtues and Vices
Dipayan Biswas, University of South Florida, USA*
Courtney Szocs, University of South Florida, USA
Donald Lehmann, Columbia University, USA
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The results of five experiments demonstrate that consumers choose vices (e.g., unhealthy items) to a greater extent when making
choices in rooms with lower (vs. higher) ambient light intensities. Process evidence suggests that this effect is due to reduced mental
alertness under reduced ambient light intensity.
2. Incandescent Affect: Turning on the Hot Emotional System with Bright Light
Alison Jing Xu, University of Toronto, Canada*
Aparna Labroo, Northwestern University, USA
Turning on the light can turn on the hot emotional system. Across four studies we show that ambient brightness makes people perceive
temperatures as warmer and increases intensity of affective response, evoking more extreme affective reactions, intensifying perceived
aggression and sexiness (“hotness”) in others, and increasing cravings for spicy-hot foods.
3. What a Feeling! Touching Sexually Laden Stimuli Makes Women Seek Rewards
Anouk Festjens, Katholieke University Leuven, Belgium*
Sabrina Bruyneel, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium
Tactile sexual primes affect women’s economic decision-making. Similar to the effects found in men, touching a pair of boxer shorts
leads to monetary craving (study 1), and erodes loss aversion for money and food (study 2) in women. These effects were not
observed when touch was prevented (study 3).
4. If You Feel Empty, You Spend More Money on Yourself and Less on Giving to Others
Danit Ein-Gar, Tel-Aviv University, Israel*
Liat Levontin, Interdisciplinary Center, Herzliya, Israel
Angela Lee, Northwestern University, USA
Across five studies, we show that the act of emptying (vs. filling) coat pockets, a glass jar etc. triggers self- replenishing behaviors,
such as purchasing products, and curbs resource expenditure behaviors, such as donating to charities. The mere act of emptying
triggers resource deficit experiences and activates self-conservation coping strategies.
2.3 Choice Architecture in Consumer Contexts
Room: Salon 3
Co-chairs: Minah H. Jung, University of California Berkeley, USA
Leif D. Nelson, University of California Berkeley, USA
1. Default Effects under Pay-What-You-Want: Evidence from the Field
Hannah Pefecto, University of California Berkeley, USA*
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
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Under pay-what-you-want pricing, consumers choose their price. This maximal flexibility in payment provides an excellent
environment to investigate effects of choice architecture. Through four archival data sets and two large-scale field experiments,
representing 130,000 unique purchases, we find new nuances in the effects of defaults and anchoring on choice.
2. Working out Consumption: Designing a Robust Information Intervention for Healthful Eating
Indranil Goswami, University of Chicago, USA*
Oleg Urminsky, University of Chicago, USA
We find that providing exercise equivalents by highlighting time required to burn the calorie consumed in a chosen food item
significantly reduces consumption relative to when no information is provided. Merely disclosing calorie information has more mixed
results, and we find no effects of health goals or New Year’s resolutions.
3. Single Option Aversion
Daniel Mochon, Tulane University, USA*
Single option aversion is a context effect whereby consumers are unwilling to choose an attractive option when no competing options
are included in the choice set. Consequently, an option may be chosen more often when competing options are added. This effect has
unique practical and theoretical implications for consumer search.
4. Modeling Scale Attraction Effects: An Application to Charitable Donations and Optimal Laddering
Kee Yuen Lee, University of Michigan, USA*
Fred Feinberg, University of Michigan, USA
Charities usually employ an “appeals scale”, a list of suggested amounts, plus “other”. Economic theory disapproves, but behaviorally,
does it work? Using large-scale charity data, our (heterogeneous Tobit) model strongly confirms scale attraction effects and donation
seasonality, and moreover allows tests of various internal and external reference price theories.
2.4 What’s Love Got to Do with It? Close Relationships & Consumer Behavior
Room: Salon 4 & 5
Chair: Jordan Etkin, Duke University, USA
1. How do Friends and Strangers Interpret Shared Experiences? Synchrony as Relationship-Bolstering or ExperienceHeightening
Suresh Ramanathan, Texas A&M University, USA*
Kathleen Vohs, University of Minnesota, USA
Ann L. McGill, University of Chicago, USA
Two studies show that greater synchrony in evaluations of a shared experience: (1) boosts rapport for friends but not strangers, and (2)
improves evaluations of the experience for strangers but not friends. When participants misattributed their synchrony to seating
quality, evaluations no longer differed across friends and strangers.
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2. The Rewarding Nature of Matchmaking
Lalin Anik, Duke University, USA*
Michael Norton, Harvard Business School, USA
Four experiments examine the psychology underlying the proclivity to play “matchmaker.” We show that matching others with the
goal of creating connections leads to greater happiness and is more intrinsically rewarding than other tasks. We also document “need
for closure” is a critical moderator of the rewarding nature of matchmaking.
3. Power and Brand Compatibility in Close Relationships: A Dyadic Investigation
Grainne Fitzsimons, Duke University, USA
Danielle Brick, Duke University, USA*
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Little is known about the role brand preferences play in close relationships. We introduce the term brand compatibility, the extent to
which romantic partners have similar brand preferences, to examine how it affects life satisfaction. We find that the effects vary
depending upon perceived power in the relationship.
4. Is Variety the Spice of Love?
Jordan Etkin, Duke University, USA*
Doing things with your partner is important to maintaining good romantic relationships, but couples may differ in the variety of
activates they do. Five experiments demonstrate doing varied (similar) joint-activities benefit relationships perceived to be in early
(later) stages. These effects are driven by feelings of excitement (stability).
2.5 How Audience Factors Influence Word-of-Mouth
Room: Salon 12
Chair: Alixandra Barasch, University of Pennsylvania, USA
1. Broadcasting and Narrowcasting: How Audience Size Impacts What People Share
Alixandra Barasch, University of Pennsylvania, USA*
Jonah Berger, University of Pennsylvania, USA
Four studies investigate how audience size alters sharer focus and impacts what people share. We demonstrate that broadcasting
(communicating with a large group), encourages self-focus, which leads people to share self-presentational content, while
narrowcasting (communicating with one person) encourages other-focus, which leads people to share useful content.
2. Compensatory Communication: Consumer Knowledge Discrepancies and Knowledge Signaling in Word-of-Mouth
Grant Packard, Laurier School of Business & Economics, Canada*
David Wooten, University of Michigan, USA
This research examines how consumer knowledge beliefs and self-presentation motivate Word-of-Mouth transmission. Findings from
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four studies suggest that people compensate for unfavorable discrepancies they perceive between their actual and ideal consumer
knowledge through greater intentions to share product knowledge with and heightened efforts to signal knowledgeability to selfconcept relevant audiences.
3. Using Incentives to Encourage Word-of-Mouth Transmissions That Lead to Fast Information Diffusion
Andrew Stephen, University of Pittsburgh, USA*
Donald Lehmann, Columbia University, USA
Prior research shows that information diffusion is faster when Word-of-Mouth is transmitted by high-social-connectivity consumers.
Five studies show that promotion-based incentives can be effective in encouraging normal consumers to transmit information to their
socially connected friends when positive information externalities are induced.
4. Answering Why: Action and Reaction Explanations in Word-of-Mouth
Sarah Moore, University of Alberta, Canada*
We find that audiences prefer action explanations (I bought this because…) for utilitarian experiences and reaction explanations (I
loved this because…) for hedonic experiences, and speakers tailor WOM accordingly. However, explanation types differentially
influence speakers’ evaluations. For utilitarian experiences, action explanations polarize evaluations; for hedonic experiences, reaction
explanations dampen evaluations.
2.6 Charitable Giving
Room: Salon 6
Chair: Pankaj Aggarwal, University of Toronto, Canada
1. Charitable Giving to Controllable Misfortunes: The Role of Deliberation and Victim Identifiability
Yoshiko DeMotta, Fairleigh Dickinson University, USA*
Sankar Sen, Baruch College, CUNY, USA
Stephen J. Gould, Baruch College, CUNY, USA
People are less generous towards the victim of a misfortune when the misfortune is controllable by the victim (vs. uncontrollable). We
investigate how generosity toward controllable misfortunes is increased, and show that charitable requests that exclude a victim’s
personal information and promote donors’ deliberation will increase giving to controllable misfortunes.
2. Fear Not, For You Can Help! The Effect of Fear of Failure and Self-Construal on Charitable Giving
Lale Okyay-Ata, Koç University, Turkey*
Zeynep Gürhan-Canli, Koç University, Turkey
The present research investigates people’s tendency to embrace others in response to feeling threatened by a specific self-threat, fear
of failure. Using a charitable giving context, three experiments analyze the moderating effects of self-construal and loss of personal
control, and the mediating effect of perceived social support.
3. Giving Time vs. Giving Money: Which is Better for Moral Cleansing?
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Jing Wan, University of Toronto, Canada*
Pankaj Aggarwal, University of Toronto, Canada
In three studies, we demonstrate that compensating by donating money (vs. volunteering time) following a transgression allows the
transgressor to feel less guilty about the past immoral behaviour and to evaluate it less harshly, particularly if the compensation occurs
in a domain different than the initial transgression.
4. Time for the Sad and Money for the Happy? The Role of Social Approach on Consumer Willingness to Contribute Charitably
Rhiannon MacDonnell, Cass Business School, City University London, UK*
Across 4 studies, we assess both what (time vs. money) and to whom (a sad/empathetic target vs. a happy/less empathy-provoking
target) consumers are asked to give, showing communal (vs. agentic) orientation moderates helping. Social approach, the preference
for close (vs. distant) helping, is proposed as a mediator.
2.7 Shifting Inferences: Malleability in Consumption Decisions
Room: Salon 7
Chair: Arul Mishra, University of Utah, USA
1. Malleable Estimation: The Effect of Language Directionality on Spatial Sets
Oscar Moreno, University of Utah, USA*
Himanshu Mishra, University of Utah, USA
Arul Mishra, University of Utah, USA
This research introduces a spatial bias arising as the result of language-scanning habits. Through four lab and one field study it
demonstrates how habitual reading patterns and the design of spatial sets can influence consumer estimation processes and
preferences.
2. Privacy Concerns are Relative and Malleable: Implications for Online Behavioral Advertising
Idris Adjerid, Carnegie Mellon University, USA*
Eyal Peer, Carnegie Mellon University, USA
Alessandro Acquisti, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA
Online social networks implicitly assume that people rely on pre-defined privacy preferences to control their online privacy. In four
experiments, we show how people's privacy preferences, as well as subsequent self-disclosure, can be increased or decreased by
manipulating their subjective relative value, while holding the objective value constant.
3. A Fluency Account of How Price Operates as a Cue to Psychological Distance
Thomas Allard, University of British Columbia, Canada*
Dale Griffin, University of British Columbia, Canada
We suggest that higher prices are associated with greater psychological distance because more expensive purchases typically require
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working or saving over longer time periods. We demonstrate that a fit between relatively high/low prices and higher vs. lower
construal-level advertising slogans improves advertisement and product evaluations due to greater cognitive fluency.
4. "Top 10" Lists: Public Ads that Hurt the Cause
Kimberlee Weaver, Virginia Tech, USA*
Stefan Hock, Virginia Tech, USA*
Stephen Garcia, University of Michigan, USA
Three studies examine the Presenter’s Paradox (Weaver, Garcia, and Schwarz 2012) in the context of healthy and social behavior. Our
results show that Top 10 lists (e.g., “Top 10 Reasons to Quit Smoking”) can reduce rather than enhance people’s likelihood to adopt
healthy lifestyles or make desired social decisions.
2.8 Self-Threat & Self-Enhancement
Room: Salon 8 & 9
Co-chairs: Soo Kim, Northwestern University, USA
Nicole Verrochi Coleman, University of Pittsburgh, USA
1. Coping with Social Identity Threats: Defending the Self without Sabotaging Self-Control
Hristina Dzhogleva, University of Pittsburgh, USA*
Nicole Verrochi Coleman, University of Pittsburgh, USA
We compare two strategies for coping with social identity threats, specifically focusing on how these influence subsequent selfcontrol. One field study and three experiments reveal that while the two strategies are equally effective in repairing the threatened
self, one strategy is more detrimental to consumers’ self-control.
2. Walking Away from Compensatory Consumption: Self-Acceptance Changes Threat Appraisal
Soo Kim, Northwestern University, USA*
David Gal, Northwestern University, USA
Individuals often respond to self-threats with compensatory consumption, a behavior with potentially harmful consequences (e.g.,
overeating). Here, we demonstrate that, by unconditionally accepting the self, individuals can change their threat-appraisal from
harmful to benign to self-worth, and thereby reduce their reliance on compensatory consumption and be more open to selfimprovement.
3. Concealing Your Consumer Stupidity: How the Fear of Appearing as an Incompetent Consumer Reduces Negative Word-ofMouth
Matthew Philp, Queen's University, Canada*
Laurence Ashworth, Queen's University, Canada
Prior research has presented numerous factors that work in unison to increase the likelihood of sharing negative word-of-mouth
(WOM). However, this research presents three studies that examine the fear of appearing as an incompetent consumer as a motivation
that conflicts with these existing motivations and reduces negative WOM.
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4. I Run to be Fit, You Run for Fame: Context Effects Affecting Self-Positivity in Judgments on Consumption Motives and
Emotions
Isabelle Engeler, University of St. Gallen, Switzerland*
Priya Raghubir, New York University, USA
Three field experiments demonstrate that judgments of own vs. peers’ consumption motives and emotions are subject to self-positivity
reflecting socially desirable reporting. Changing the order of questions and the type of referent other changes the perceived similarity
between the self and the other and attenuates self-positivity and socially desirable responding.
2.9 Mindful Consumption
Room: Wilson
Chair: Theeranuch Pusaksrikit, University of the Thai Chamber of Commerce, Thailand
1. The Development of the Mindful Consumption Process through the Sufficiency Economy
Theeranuch Pusaksrikit, University of the Thai Chamber of Commerce, Thailand*
Siwarit Pongsakornrungsilp, Walailak University, Thailand*
Pimlapas Pongsakornrungsilp, Walailak University, Thailand*
Employing qualitative methods, this study attempts to understand how consumers practice mindful consumption. Through applying
the concept of the sufficiency economy, the process of mindful consumption can be developed and sustained. This study extends the
concept of mindful consumption by examining the phenomenon at both individual and collective levels.
2. From Waste to Delicacy: Collective Innovation in Food Disposition Practices Through Blogging
Elina Närvänen, University of Tampere, Finland*
Nina Mesiranta, University of Tampere, Finland
Annilotta Hukkanen, University of Tampere, Finland
This netnographic study in food blogs analyzes elements of consumers’ everyday practices related to actively reducing food waste.
Findings show how bloggers mobilize their audience to change their food disposition practices through collective innovation. The
study contributes to research on sustainability, blogging, and the under-theorized area of disposition practices.
3. Ethical Consumption or Consumption of Ethical Products? An Exploratory Analysis of Motivations behind the Purchase of
Ethical Products
Lara Spiteri Cornish, University of Coventry, UK*
The focus on bridging the “attitude-behavior gap” (i.e. persuading 'ethical' consumers to buy ethically) may not be the best way to
increase consumption of ethical products. These products often have multiple attributes, and we argue that highlighting such attributes
may encourage consumption by both ethically and non-ethically minded consumers.
4. Temptation’s Itch: Goals, Self-Discourse and Money Management Practices while in a Debt Management Program
Mary Wolfinbarger Celsi, California State University Long Beach, USA*
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Stephanie Dellande, Menlo College, USA*
Russel Nelson, University of California Irvine, USA*
Mary C. Gilly, University of California Irvine, USA*
Our research examines the lived experience of temptation for participants in a debt management program (DMP). We find that
participants who are “program-focused” rather than “temptation-sidetracked” have clear weekly goals, exercise effective counteractive
control in the moment when tempted, and reappraise resistance to temptation’s itch as victory rather than defeat.
2.10 Cultural Complexities
Room: Salon 10
Chair: Virginia Weber, University of Alberta, Canada
1. Social Conflict and Consumption: A Meta-Analytical Perspective
Katharina C. Husemann, University of Innsbruck, Austria*
Marius K. Luedicke, Cass Business School, City University London, UK*
This study sketches out the conceptual contours of “consumption-mediated social conflict”. Building on theoretical groundwork from
sociology and conceptual synthesis of 13 original consumer culture studies, the authors distill three prevalent patterns of social
conflict in consumption contexts—emancipatory, ideology-advocating, and authenticity-protecting conflicts—and discuss
implications for future conflict research.
2. Countervailing Influences of Consumer Animosity and Nostalgia on Purchasing Decisions
Justina Gineikienė, Vilnius University, Lithuania*
Adamantios Diamantopoulos, Harvard University, USA and University of Vienna, Austria
Sigitas Urbonavičius, Vilnius University, Lithuania
We offer empirical evidence that nostalgia may act as countervailing force to animosity in settings when formerly occupied countries
become independent. For ownership of nostalgic products, nostalgia is a better predictor than animosity; the opposite holds for nonnostalgic products. Ethnocentrism plays no role when nostalgia and animosity are also predictors.
3. Emerging Market (Sub)Systems and Consumption Field Refinement
Sofia Ulver, Lund University, Sweden
Jon Bertilsson, Lund University, Sweden
Marcus Klasson, Lund University, Sweden*
Carys Egan-Wyer, Lund University, Sweden*
Ulf Johansson, Lund University, Sweden
In this conceptual paper, we introduce a meso-level theoretical framework (Consumption Field Refinement) to explain the
development of market systems and suggest methods for researching this development. Our framework centres on the idea that the
market system consists of interlinked subsystems (consumption fields), each focused on a particular consumption activity.
4. A Cross-Cultural Study of Price Search Decisions
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Suppakron Pattaratanakun, University of Cambridge, UK*
Vincent Mak, University of Cambridge, UK
Most previous experiments found that consumers searched less than optimally. We point out that subjects in those studies were largely
from Western cultural backgrounds; Eastern subjects, with their higher sensitivity to sunk costs, could search more than optimally, in
contrast to Westerners. Two experiments support our hypotheses with process evidence.
2.11 On Feeling Powerful & In Control
Room: Salon 1
Chair: Maggie Y. Chu, Chinese University of Hong Kong, Hong Kong, China
1. When a Sequence of Decisions Leads to Unfavorable Outcome: The Conflicting Roles of Perceived Control
Maggie Y. Chu, Chinese University of Hong Kong, Hong Kong, China*
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
Lisa C. Wan, Chinese University of Hong Kong, Hong Kong, China
Many consumption situations involve a sequence of decisions. Consumers’ control over these decisions can have conflicting
implications when the outcome is unfavorable. This research examines how the control at each point in the sequence influences
evaluative judgments and resolves the ambiguity regarding the role of perceived control.
2. Vicarious Control: Exposure to Mastery and Perceived Self-Efficacy
Irene Scopelliti, City University London, UK*
Simona Botti, London Business School, UK
Carmen Donato, University of Groningen, The Netherlands
We hypothesize and test that observing masterful performances of experts at difficult activities increases one’s perceptions of selfefficacy at those same activities. The exertion of control apparent in the masterful performance is vicariously experienced by the
observers, and raises their expectations on their own ability to perform the same activity.
3. Power and Resistance to Social Influence: The Moderating Role of Attitude Certainty
Mehdi Mourali, University of Calgary, Canada*
Zhiyong Yang, University of Texas at Arlington, USA
Two studies show that when attitude certainty is high, empowered consumers resist social influence by discounting others’ opinions.
When attitude certainty is low, however, they intentionally diverge from others’ opinions. This reactant response seems to be triggered
by a decrease in confidence in empowered consumers’ sense of power.
4. The Power to Control Time: How Power Influences How Much Time (You Think) You Have
Alice Moon, University of California Berkeley, USA*
Serena Chen, University of California Berkeley, USA
Powerful individuals believe they have control over outcomes that they could not possibly control, such as the outcome of a die roll.
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Across five studies, we found that this illusory control leads high-power individuals to perceive having more available time than lowpower individuals. Implications of the power-time link are discussed.
2.12 Roundtable: Changing the Way We Think About Consumer Financial DecisionMaking: Bridging Theory, Practice, & Relevance in Household Financial DecisionMaking
Room: Indiana
Chair: Avni Shah, Duke University, USA
Participants:
Daniel Bartels, Columbia University, USA
Suzanne Shu, University of California Los Angeles, USA
Cynthia Cryder, Washington University in St. Louis, USA
Kathleen Vohs, University of Minnesota, USA
Hal E. Hershfield, New York University, USA
Stephen Atlas, University of Rhode Island, USA
Eric Johnson, Columbia University, USA
Stephen Spiller, University of California Los Angeles, USA
Punam Anand Keller, Dartmouth College, USA
Abigail B. Sussman, University of Chicago-Booth, USA
Kyu B. Kim, University of Southern California, USA
Oleg Urminsky, University of Chicago, USA
John G. Lynch, University of Colorado, USA
Keith Wilcox, Columbia University, USA
Michael Norton, Harvard Business School, USA
Gal Zauberman, University of Pennsylvania, USA
Scott Rick, University of Michigan, USA
This session examines the emerging topic of consumer financial decision-making. Researchers will discuss 1) successful ways that
consumer behavior research has influenced financial decision-making, 2) ways to encourage researchers to study consumer behavior
theory through the lens of household financial decision-making, and 3) directions for future research.
2.13 Latin America ACR 2014 Planning Meeting (Open to All)
Room: Madison
Co-Chairs: Tina Lowrey, HEC Paris, France
Eva González, Business School Tecnologico de Monterrey, Campus Guadalajara, Mexico
COFFEE BREAK
10:45am - 11:00am
SESSION 3
11:00am - 12:15pm
3.1 Perspectives: Branding (Sponsored by Journal of Consumer Psychology)
Room: Crystal
Co-chairs: Rajeev Batra, University of Michigan, USA
Susan Fournier, Boston University, USA
Deborah Roedder-John, University of Minnesota, USA
Tom O'Guinn, University of Wisconsin, USA
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This session brings together four leading scholars who have contributed greatly to consumer research on "Brands." In alphabetical
order, first, Rajeev Batra will present an overview of his research on the creation and management of brands in general and global
brands in particular. Next, Susan Fournier will present an overview of her research on the creation and capture of value through
branding and brand relationships. Deborah John will then present an overview of her research on brand extensions, brand dilution, and
brand equity measurement. Finally, Tom O'Guinn will present an overview of his research on brand communities and the sociology of
brands.
3.2 Emotion as Social Information: Interpersonal Effects of Pride, Embarrassment, &
Sadness
Room: Salon 2
Co-chairs: Chen Wang, University of British Columbia, Canada
Yanliu Huang, Drexel University, USA
1. Proud to Belong or Proudly Different? Contrasting Effects of Incidental Pride on Conformity
Xun (Irene) Huang, Sun Yat-sen University, China*
Ping Dong, University of Toronto, Canada
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, Hong Kong, China
We show that pride can either increase or decrease conformity depending on lay theories of achievement (entity/incremental). Those
who attribute achievement to personal traits (entity theorists) tend to feel hubristic pride, and are less likely to conform than those who
attribute achievement to effort (incremental theorists), who feel authentic pride.
2. The Interplay Effect of Embarrassment and Agentic-Communal Orientation on Consumer Behavior
Yanliu Huang, Drexel University, USA*
Chen Wang, University of British Columbia, Canada
Juliet Zhu, CKGSB, China
We investigate how embarrassment impacts consumer product selection and donation behavior. We show that when feeling
embarrassed, consumers demonstrate behavior that is consistent with their agentic-communal orientation and at the same time help
them create a positive impression of the self in order to “save face”.
3. Empathy-Neglect in Embarrassment-Avoidance: Observations from an Outsider
Li Jiang, University of California Los Angeles, USA*
Aimee Drolet Rossi, University of California Los Angeles, USA
Carol Scott, University of California Los Angeles, USA
We tested whether encouraging consumers to take the perspective of an observer corrects for empathy neglect, i.e., the failure to take
others’ empathy into account, and reduces embarrassment avoidance. A series of experiments suggest that prompting consumers to
perspective-take has different effects among high and low public self-conscious consumers.
4. Hardening My Heart: Persuasion Knowledge and Emotion Regulation
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Nicole Verrochi Coleman, University of Pittsburgh, USA*
Patti Williams, University of Pennsylvania, USA
Research has examined when persuasion knowledge is used, yet little investigates whether consumers possess emotion-based
persuasion knowledge. We demonstrate that consumers are naturally suspicious of sad (vs. happy) appeals and infer that the marketer
is manipulating their emotions. Also, the accessibility of persuasion motives further influences consumers’ emotion regulation.
3.3 Prosocial Choices & Consequences
Room: Salon 3
Chair: Michal Herzenstein, University of Delaware, USA
1. Crowdfunding to Make a Difference: The Role of Choice in Funding Social Ventures
Scott Sonenshein, Rice University, USA
Michal Herzenstein, University of Delaware, USA*
Utpal Dholakia, Rice University, USA
Using data from Kickstarter.com, we demonstrate a U-shaped relationship between the number of choices offered to contributors and
funding of social ventures. We use laboratory data to explain this departure from the choice-overload hypothesis, finding that venture
type (social vs. non-social) shifts decision making from rational/economic to intuitive/behavioral approaches.
2. Giving to What We Want Instead of to What We Should
Cynthia Cryder, Washington University in St. Louis, USA*
Simona Botti, London Business School, UK
Yvetta Simonyan, University of Birmingham, UK
Despite participants’ widespread conviction that neediness is the most important consideration when allocating resources, we observe
significant preference in actual allocations for appealing, relative to needy, causes. A self-enhancement motive underlies the
preference for appealing causes: when donation options are separated from the self, the preference for appealing options disappears
3. Leave Them Smiling: How Concretely Framing a Prosocial Goal Creates More Happiness
Melanie Rudd, University of Houston, USA*
Jennifer Aaker, Stanford University, USA
Michael Norton, Harvard Business School, USA
Are some prosocial pursuits better able to increase personal happiness? We demonstrate that, contrary to people’s intuitions,
performing a prosocial act with the concretely-framed goal of making someone smile (vs. the abstractly-framed goal of making
someone happy) boosts the giver’s happiness by shrinking the gap between their expectations and reality.
4. The Braggart’s Dilemma: On the Social Rewards and Penalties of Advertising Prosocial Behavior
Jonathan Berman, University of Pennsylvania, USA*
Emma E. Levine, University of Pennsylvania, USA
Alixandra Barasch, University of Pennsylvania, USA
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Deborah Small, University of Pennsylvania, USA
People often advertise, or brag about, their good deeds to others in order to signal their generosity. We show when bragging about
prosocial behavior succeeds or fails, and further demonstrate why bragging about prosocial behavior is different from bragging about
personal achievements.
3.4 Making the Best of Uncertainty: The Role of Message Framing, Processing Style, &
Risk Aggregation
Room: Salon 4 & 5
Chair: Alison Jing Xu, University of Toronto, Canada
1. The Influence of Framing on Willingness to Pay as an Explanation of the Uncertainty Effect
Yang Yang, Carnegie Mellon University, USA
Joachim Vosgerau, Tilburg University, The Netherlands*
George Loewenstein, Carnegie Mellon University, USA
We show that the framing of a risky prospect substantially influences WTP. Specifically, we find that “lottery”, “raffle”, “gamble” and
“coin flip” frames significantly reduced WTP compared to “uncertain gift certificate” and “voucher” frames. WTA, however, is not
affected by framing. We test a variety of explanations for this effect.
2. The Role of Cognition in Uncertainty Aversion: When Less Thought Leads to More Rational Choices
Kelly Goldsmith, Northwestern University, USA
On Amir, University of California San Diego, USA*
We investigate the role of cognition in rational decision making, in a context where uncertainty aversion has been shown to
systematically bias choices. We observe that restricting cognitive resources can have the counter-intuitive effect of promoting more
rational responses, by reducing an aversion to uncertainty.
3. Psychological Risk Aggregation: Selling Products of Uncertain Qualities with Probabilistic Promotions
Mengze Shi, University of Toronto, Canada*
Alison Jing Xu, University of Toronto, Canada
When companies market products of uncertain qualities with probabilistic promotions, consumers aggregate two sources of risks and
evaluate them jointly. We demonstrate that product risk and promotion risk interact in determining joint risk perception, which can be
amplified when consumers perceive salient contrasts between the sizes of two risks.
3.5 Social Goals & Word of Mouth
Room: Salon 12
Chair: Hillary Wiener, Duke University, USA
1. Word-of-Mouth and Interpersonal Communication
Jonah Berger, University of Pennsylvania, USA*
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This talk provides a framework to help understand what people talk about and share and why. I argue that interpersonal
communication is goal driven and serves a number of key functions. Further, while communication almost always involves a
recipient, these goals are predominantly self-serving, rather than other-serving, in nature.
2. Talking About What You Did and What You Have: The Differential Story Utility of Experiential and Material Purchases
Amit Kumar, Cornell University, USA*
Thomas Gilovich, Cornell University, USA
We demonstrate that consumers talk more about experiential purchases than material purchases and they derive more happiness from
doing so; that taking away the ability to talk about experiences would diminish the enjoyment they bring; and that being given the
opportunity to talk about experiences increases the satisfaction they bring.
3. Conversation Pieces
Hillary Wiener, Duke University, USA*
Jim Bettman, Duke University, USA
Mary Francis Luce, Duke University, USA
We examine the “who, what, when, where, and why” of conversation pieces, or products that produce questions and interest from
others. We find that people use some types of conversation pieces to learn about their conversational partners, potentially enabling
them to find like-minded friends and partners.
4. You Gotta Try it! The Negative Side of Positive Word of Mouth
Sarah Moore, University of Alberta, Canada*
David Alexander, University of St. Thomas, USA
We examine the potential downside of Positive Word of Mouth (PWOM) in a new product context. While prior work shows that
PWOM can elicit positive emotion through providing useful information, we find that it can also elicit negative emotion through
exerting social pressure to competently use the recommended new product.
3.6 The Upside & Downside of Visual Inputs
Room: Salon 6
Chair: Juliet Zhu, CKGSB, China
1. All that Glitters is Gold: Conspicuous Sensory Consumption as a Means for Self-Worth Restoration
Rishtee Batra, Indian School of Business, India
Tanuka Ghoshal, Indian School of Business, India*
Consumers use heightened sensory consumption as a means to restore their feelings of self-worth. In four studies we find that
individuals under self-threat exhibit preference for visually loud product designs, louder music and a higher need for touch. Engaging
in a self-affirmation exercise negates the desire for heightened sensory consumption.
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2. Abstract Art as an Emotional Buffer
Lea Dunn, University of British Columbia, Canada*
Juliet Zhu, CKGSB, China
This research examines abstract art and shows that advertisements that elicit certain negative emotions (e.g., sadness) will be rated
more favorably if they feature abstract vs. representational art. Due to the processing disfluency inherent in the art form, abstract art
pushes consumers to far psychological distance, buffering against negative affect.
3. When Logos Rise and Fall: Exploring the Metaphorical Meaning of Upward and Downward Diagonal Imagery
Ann Schlosser, University of Washington, USA
Sokiente Dagogo-Jack, University of Washington, USA*
Using a multi-method approach, we explore consumers’ capacity to extract metaphorical meaning from stylistic properties of logos at
an automatic (vs. deliberate) level. Specifically, we investigate the differential semantic concepts communicated by diagonal direction
(upward or downward) used in logos, and find that diagonal direction can spontaneously communicate different meanings.
4. The Dark Side of Product Visualization: Negative Effects of Imagery
Arun Lakshmanan, SUNY Buffalo, USA
Lura Forcum, Indiana University, USA*
Shanker Krishnan, Indiana University, USA
The visualization literature demonstrates that product imagery is associated with positive consumer outcomes. However, we show that
personalizing imagery by having consumers incorporate their own photos with product images yields negative consumer outcomes.
This is because self-photos elicit self-scrutiny and its attendant negative affect dampens product attitudes and purchase intentions.
3.7 A Play for Power: Exploring the Ways Consumption Marks Social Stratifications
Room: Salon 7
Co-chairs: Laurel Steinfield, University of Oxford, UK
Linda Scott, University of Oxford, UK
1. Effects of Geographic and Religious Stratification and Modernity in the Arab Gulf
Russell Belk, York University, Canada*
Rana Sobh, Qatar University, Qatar*
Qatar and United Arab Emirates are staunchly Islamic, wealthy, and ethnically and religiously diverse. Recent petro-wealth and
Western popular culture have also made for rapidly changing consumption patterns. Based on three years of ethnographic fieldwork
we dissect effects of this set of influences on status and consumption patterns.
2. Viewing the Creation and Reproduction of Racial Stratification through Consumption: Life Histories of the Black Middle Class
in America
David Crockett, University of South Carolina, USA*
45
Through exploring life histories of Black middle-class families, I document the racial stratifications of the American marketplace.
Recognizing the historical conditions specific to late capitalism that perpetuate racial stratifications, I demonstrate how the Black
consumer’s racial and class identity is protected by origin myths yet challenged by generational differences.
3. Controlling Consumption: The Illusiveness and Pervasiveness of Gender Norms in the Ugandan Marketplace
Laurel Steinfield, University of Oxford, UK*
Linda Scott, University of Oxford, UK*
Uganda, a traditional patriarchal society, is experiencing social dislocations as a result of women’s empowerment. Yet regardless of
legislative and policy changes, gender norms still stratify the marketplace and limit the progress of women. We study how the
dislocations are contained and gender stratifications reinforced through biases surrounding consumption.
4. The Consuming City: Economic Stratification and the Glasgow Effect
Kathy Hamilton, University of Strathclyde, UK*
Katherine Trebeck, Oxfam, UK
The development of consumer culture in Glasgow, Scotland has been a central strategy in response to the identity crisis caused by deindustrialisation. We consider whether regeneration strategies that centre on consumption are effective or whether they are they
counter-productive and instead harming the social assets of citizens.
3.8 Cleanliness & Morality as Cover for Guilt, Loneliness, Rigidity, & Waste
Room: Salon 8 & 9
Co-chairs: Alice (Jing) Wang, University of Iowa, USA
Karen Winterich, Pennsylvania State University, USA
1. Feeling Guilty About Money: How Consumers Prioritize Cleansing Tainted Money Over Redeeming Moral Failures
Hyun Young Park, China Europe International Business School, China*
Tom Meyvis, New York University, USA
Although prior literature suggests that guilt motivates general, cross-domain compensation, we demonstrate that consumers who feel
guilty about money seek compensation in a strikingly specific way. This specific compensation suggests that consumers who feel
guilty about money try to cleanse the tainted money rather than redeem themselves from moral failures.
2. Loneliness and Moral Judgment (Does Loneliness Make Moral Judgment More Permissible?)
Jenny (Jinfeng) Jiao, University of Iowa, USA
Jing (Alice) Wang, University of Iowa, USA*
This paper examines how loneliness influences people’s moral judgment. This paper shows that lonely people make moral judgment
more permissible. Four studies demonstrate that lonely people are more likely to make a moral utilitarian choice than non-lonely
people (study 1 and study 2); and lonely people rate five dimensions of moral foundations (harm, fairness, in-group, authority and
purity) (Haidt 2001) less relevant to their judgment than non-lonely people (studies 3 and 4). We also document that the effects are
driven by empathetic concern.
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3. When the Right is Not So Rigid: Political Ideology and Charitable Giving Revisited
Andrew Kaikati, Saint Louis University, USA*
Carlos J. Torelli, University of Minnesota, USA
Karen Winterich, Pennsylvania State University, USA
This research offers a more nuanced understanding of the rigidity-of-the-right hypothesis. In three studies, we show that conservatives
may align their donation decisions with the generosity of liberals, and hence increase their generosity when anticipating accountability
to an audience of liberals with whom they share a salient common identity.
4. Feel Sorry for the Cake in Trash? The Effect of Food Types on Consumers’ Food Waste Perceptions
Joon Yong Seo, SUNY Brockport, USA*
Sukki Yoon, Bryant, USA
Consumer perceptions and feelings associated with food waste remain unexamined. The present research proposes that consumers
deal with food waste with a varying degree of cognitive and affective reactions, depending on the types of food (virtue and vice)
wasted and food consumption goals (taste and health).
3.9 Preference for Inferior Outcomes & More Effort
Room: Wilson
Chair: Yifan Dai, University of Toronto, Canada
1. The Valuation of Imagined Future Achievement
T. Andrew Poehlman, Southern Methodist University, USA*
George Newman, Yale University, USA
Three studies show people value the notion of potential in the present. Study 1 demonstrates potential makes people more likely to
consume inferior performances. Study 2 shows this requires the ability to project performance in the future. Study 3 shows the effect
only holds when valuation is open to interpretation.
2. Brands Status and Reverse Placebo Effects: High Status Products Inhibit Performance Despite Being Preferred
Renée Gosline, Massachusetts Institute of Technology, USA*
Sachin Banker, Massachusetts Institute of Technology, USA
Jeffrey Lee, Harvard Business School, USA
We extend research on marketing placebo effects by investigating how brand status affects performance. We show that “reverse”
placebo effects of high status products occur due to social comparison contrast effects: participants infer higher standards while
lowering expectancies of their own relative performance. This effect is heightened among self-monitors.
3. Nutrition Information as Cultural Contaminant
Pierrick Gomez, Reims Management School and University Paris Dauphine, France*
Carlos J. Torelli, University of Minnesota, USA
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We predict and found that hedonistic cultures (e.g., French) perceive nutrition information as a cultural contaminant because it is
associated with utilitarian symbols. Three experiments conducted in France, which places strong emphasis on the pleasure of eating,
examine the cognitive and evaluative consequences of feelings of cultural contamination.
4. Choosing the More Effortful Option for Illusionary Self-Control
Yanjie Li, Chinese University of Hong Kong, Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, Hong Kong, China*
We show that when choosing between two unhealthy food items, people with an active health goal are more likely to choose the
option that incurs more psychical or psychological effort, as an excuse for self-indulgence and a means to solve the self-control
dilemma.
3.10 A Variety of Papers on Variety, Choice Sets, & Categories
Room: Salon 10
Co-chairs: Brittney Dalton, Washington University in St. Louis, USA
Mathew S. Isaac, Seattle University, USA
1. Set-fit Effects in Choice
Ellen Evers, Tilburg University, The Netherlands*
Yoel Inbar, Tilburg University, The Netherlands
Marcel Zeelenberg, Tilburg University, The Netherlands
We show how the “fit” of an item with a set of similar items affects choice. People have a notion of a set that fits together—one where
the contents are all-similar, or all-different, on salient attributes. This results in choices reflecting “set-fit” and predictable shifts in
preferences.
2. The Top-Ten Effect: Consumers’ Subjective Perceptions of Rankings
Mathew S. Isaac, Seattle University, USA*
Robert M. Schindler, Rutgers University-Camden, USA
A series of field and laboratory studies indicates that consumers tend to mentally partition uncategorized lists of ranked items, such as
Businessweek's rankings of top MBA programs, into round-number categories. This tendency causes consumers to exaggerate the
perceived distance between category-bordering ranks, such as rank 10 vs. rank 11.
3. Variety Promotes Flexibility: The Effect of Exposure to High Variety on New Product Evaluations
Zixi Jiang, University of New South Wales, Australia*
Jing Xu, Peking University, China
Ravi Dhar, Yale University, USA
This research examines the subtle effect of exposure to high variety on consumer evaluations of unrelated new products. Five studies
demonstrate that the exposure to high variety induces cognitive flexibility, which in turn leads to more favorable evaluations for new
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products.
4. Within-Category vs. Cross-Category Substitution in Food Consumption
Young Eun Huh, Hong Kong University of Science and Technology, Hong Kong, China*
Carey Morewedge, Carnegie Mellon University, USA
Joachim Vosgerau, Tilburg University, The Netherlands
When a desired food is unavailable, consumers often switch to substitutes. We examine how consuming cross-category vs. withincategory substitutes influences consumption of the desired target. Although consumers prefer within-category substitutes, crosscategory substitutes are more effective in reducing craving for and consumption of the target food.
3.11 Goal Contents: Importance, Time, Self-Other, or Culture
Room: Salon 1
Co-chairs: Antonios Stamatogiannakis, IE Business School - IE University, Spain
Kaitlin Woolley, University of Chicago, USA
1. This Is Important (But Don’t Tell Me That): The Backfire Effect of Emphasizing Goal Importance
Scott Davis, Texas A&M University, USA*
Kelly Haws, Vanderbilt University, USA
Conventional wisdom and prior research suggest that when goals are more important, people will strive harder to reach them and
increase self-control efforts. We examine possible backfire effects of emphasizing goal importance and find that people with lower
self-control respond negatively to highly important goals.
2. How Time Flies When You’re Looking Forwards: Effects of Forward Progress Monitoring on Time Perception
Yanli Jia, Chinese University of Hong Kong, Hong Kong, China*
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
Jianmin Jia, Chinese University of Hong Kong, Hong Kong, China
People monitor their progress in an activity by focusing on either the amount of work they have completed or remaining. The number
of task-related events that become salient as a result of these monitoring strategies can influence their estimates of the activity’s
duration. Four experiments confirm this possibility.
3. Beat Competitors or Beat Yourself: Differential Effects of Goal Focus on Players’ Motivation in Different Stages of Competitive
Goal Pursuit
Eunjoo Han, University of Texas at Austin, USA*
Ying Zhang, University of Texas at Austin, USA
We examine how to motivate individuals in competitive goal pursuit. We propose that thinking about rivalry and competition elicits
higher motivation before the competition starts. Once the actual competition begins, we predict that individuals are more motivated by
focusing on the fixed performance standard to achieve (vs. rivalry and competition).
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4. Towards Understanding the Interplay between Culture and Goals
Haiyang Yang, Johns Hopkins University, USA
Antonios Stamatogiannakis, IE Business School - IE University, Spain*
Amitava Chattopadhyay, INSEAD, Singapore
We show in the field and the lab that independent (interdependent) cultural values increase motivation for pursuing attainment
(maintenance) goals. We further show that this effect is driven by the congruence between higher-order goals reflecting cultural values
and lower-order consumption goals, and is independent of the influence of regulatory focus.
3.12 Roundtable: Mechanical Turk 2.0: Issues, Limitations, & Solutions for Collecting
Data
Room: Indiana
Chair: Joseph Goodman, Washington University in St. Louis, USA
Participants:
Kathleen Vohs, University of Minnesota, USA
Joseph Redden, University of Minnesota, USA
Daniel G. Goldstein, Microsoft Research, USA
Panos Ipeirotis, New York University, USA
Gabriele Paolacci, Erasmus University Rotterdam, The
Donna Hoffman, The George Washington University School of
Netherlands
Business, USA
Pamela Smith, University of California San Diego, USA
Rebecca Walker Naylor, Fisher College of Business, Ohio State
Keith Wilcox, Columbia University, USA
University, USA
Andrew Stephen, University of Pittsburgh, USA
Ayelet Gneezy, University of California San Diego, USA
Selin A. Malkoc, Washington University in St. Louis, USA
Thomas Novak, The George Washington University School of
Cynthia Cryder, Washington University in St. Louis, USA
Business, USA
Pamela Mueller, Princeton University, USA
Brittney Dalton, Washington University in St. Louis, USA
Hilke Plassmann, INSEAD, France
Consumer research has seen a dramatic increase in the use of Mechanical Turk (MTurk). Research has recently discussed the benefits
and reliability of MTurk data, yet important questions remain. We will discuss some of these issues and limitations faced by consumer
researchers, and propose possible solutions.
PRESIDENTIAL LUNCHEON
12:15pm - 1:45pm
Grand Ballroom
Sponsored by
Kellogg School of Management Northwestern University
Qualtrics
SESSION 4
2:00pm - 3:15pm
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4.1 Perspectives: Motivation (Sponsored by Journal of Consumer Psychology)
Room: Crystal
Co-chairs: Siegfried Dewitte, Katholieke University Leuven, Belgium
Ravi Dhar, Yale University, USA
Chris Janiszewski, University of Florida, USA
This session brings together three leading scholars who have contributed greatly to consumer research on "Motivation." In
alphabetical order, first, Ravi Dhar will present a brief overview of his research on consumer judgment and decision making in intertemporal tradeoffs, especially between hedonic and utilitarian options, and then talk about some new targets for goals research
inspired by JDM research. Next, Siegfried Dewitte will present an overview of his research on the role of temptations in selfregulation success, with a focus on food-related behaviors. Chris Janiszewski will then present an overview of his research on selfregulation and motivation in product evaluation and choice, focusing on contrasts between intrinsic and extrinsic goals.
4.2 Examining the “Me” in Emotion: How Emotion & Different Aspects of the Self
Influence Self-Control
Room: Salon 2
Chair: Anthony Salerno, University of Miami, USA
1. The Downstream Consequences of Incidental Emotions and Preference Inconsistent Information
DaHee Han, Indiana University, USA*
Nidhi Agrawal, University of Washington, USA
Morgan Poor, University of San Diego, USA
Adam Duhachek, Indiana University, USA
We show that emotions of the same valence (shame and anger) have different effects on self-control following confrontation with
information that is either preference consistent or inconsistent. We argue that when information is perceived as a threat to an
individual’s situational self-identity, they self-affirm through counter-argumentation, which boosts subsequent self-control.
2. The Spillover Effects of Guilt on Subsequent Preferences for Unrelated Self-Improvement Products
Thomas Allard, University of British Columbia, Canada*
Katherine White, University of British Columbia, Canada
This research explores the spillover effects of guilt on out-of-domain consumption. Participants led to feel guilty (vs. sad or neutral)
subsequently exhibit preferences for products allowing for self-improvement vs. mood-management in unrelated domains. The effect
is more pronounced for those with incremental self-views and is mediated by self-improvement motives.
3. ‘I’ vs. ‘You’: Self-focus as a Mediator of Emotion Effects on Self-control
Nitika Garg, University of New South Wales, Australia*
Gergana Nenkov, Boston College, USA
Sadness’ association with self and enhanced self-focus has been implicated in the sadness-consumption relationship. We find that the
increased self- (vs. other-) focus of sadness leads to more indulgent consumption. Further, we examine whether elaboration on the
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potential outcomes of behavior for others attenuates the influence of self-focus on self-control.
4. The Influence of Pride Diagnosticity on Self-Control
Anthony Salerno, University of Miami, USA*
Juliano Laran, University of Miami, USA
Chris Janiszewski, University of Florida, USA
We show that certain experiences of pride are more likely to be used as a diagnostic experience for interpreting and proceeding with a
subsequent self-control dilemma. Pride is found to increase (vs. decrease) self-control when its experience is interpreted as diagnostic
of a person’s self-concept (vs. goal pursuit progress).
4.3 Choices & the Self from Cognition to Motivation to Physical Expression
Room: Salon 3
Co-chairs: Kathleen Vohs, University of Minnesota, USA
Nicholas Olson, University of Minnesota, USA
1. Thinking That Choices Reflect the Self Leads to Maximizing Behavior
Kathleen Vohs, University of Minnesota, USA
Nicholas Olson, University of Minnesota, USA*
Why would people decision maximize when maximizing, compared to satisficing, lowers decision satisfaction and heightens regret?
We hypothesized that consumers who feel that choices reflect the self are more likely than others to exhibit maximizing tendencies.
Three studies using measured and manipulated variables and self-reports supported this hypothesis.
2. On Metacognition and Culture
Aner Sela, University of Florida, USA*
Jonah Berger, University of Pennsylvania, USA
We show metacognitive effects on judgment vary by culture. Whereas American participants and Indians primed with the notion that
choice reflects the inner-self interpreted difficult decisions as more important, and consequently deliberated harder, Indian participants
and Americans primed with the notion that choice reflects societal roles did not.
3. One of Each: Variety Seeking to Avoid Choice Difficulty
Joseph Goodman, Washington University in St. Louis, USA*
Kathleen Vohs, University of Minnesota, USA
Consumers seek variety for several reasons and variety seeking is often viewed as utility maximizing. But do consumers at times seek
variety in order to minimize decisional effort? We propose consumers use a variety-seeking heuristic to relieve choice conflict, which
occurs prominently when consumers’ mental resources are limited.
4. Imago Animi Sermo Est – Speech is the Mirror of the Mind: The Effect of Vocal Expression on Preferences
Anne Klesse, Tilburg University, The Netherlands*
52
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
Caroline Goukens, Maastricht University, The Netherlands
We compare non-vocal elicitation modes (e.g., expressing one’s choice by pushing a button) to vocal preference elicitation (e.g.,
expressing one’s choice by speech). Three experiments reveal vocally expressing one’s choice fosters decisions that are in line with
individuals’ automatic, initial emotional reactions (e.g., snacks higher in calorie content).
4.4 Redistribution & Social Justice in Consumer Behavior
Room: Salon 4 & 5
Co-chairs: Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Klaus Wertenbroch, INSEAD, France and University of Pennsylvania, USA
1. Deserved Fruits of Labor? Culture, Just-World Beliefs, and Preferences for Redistributive Incentive Schemes
William W. Maddux, INSEAD, France
Douglas H. Frank, INSEAD, France
Klaus Wertenbroch, INSEAD, France and University of Pennsylvania, USA*
What makes tax and incentive schemes more or less preferable in different cultures? Three correlational and experimental studies
demonstrate that cultural variations in fundamental social beliefs about the causes of individual performance and success are
responsible for cultural variations in preferences for fiscal redistribution and for redistributive reward systems.
2. Spreading the Health: Americans’ Estimated and Ideal Distributions of Death and Health(care)
Sorapop Kiatpongsan, Harvard University, USA*
Michael Norton, Harvard Business School, USA
A national sample of Americans estimated the distributions of both life expectancy and access to healthcare for members of each of
the five income quintiles, and also reported their ideal distributions. Americans across the political and economic spectrum prefer
health to be more equally distributed between the rich and poor.
3. The Effect of Income Tax on the Motivation to Work Depends on People’s Cultural Philosophies
Scott Rick, University of Michigan, USA*
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Katherine Burson, University of Michigan, USA
Does the presence of income taxes affect productivity? We conducted an incentive-compatible labor experiment that controlled for net
wages. Taxes generally decreased persistence and accuracy (and thus earnings) in a counting task. However, among EgalitarianCommunitarians (who chronically loathe inequality and endorse government intervention), taxes actually increased productivity.
4. Conspicuous Consumption Reflects How Redistribution Influences Perceived Social Justice
Barbara Briers, Tilburg University, The Netherlands*
Klaus Wertenbroch, INSEAD, France and University of Pennsylvania, USA
Breagin K. Riley, Syracuse University, USA
53
We examine how redistribution preferences affect the value of status consumption: people who favor less (more) fiscal redistribution
value status consumption more as a meaningful signal because they consider income more deserved (i.e., a stronger belief in a just
world). Data come from a national consumer survey and two experiments.
4.5 Sharing Information: A Focus on the Sharer’s Motives & Feelings
Room: Salon 12
Chair: Troy Campbell, Duke University, USA
1. The Selfish Side of Sharing: Effects of Need for Control on Advice Giving
Alessandro Peluso, University of Salento, Italy*
Andrea Bonezzi, New York University, USA
Matteo De Angelis, LUISS University, Italy
Derek D. Rucker, Northwestern University, USA
Advice giving is typically considered an altruistic behavior driven by empathic concern for others. The present research examines the
hypothesis that advice giving is not always driven by empathy. Three experiments find that consumers sometimes provide advice to
fulfill a self-serving motive to restore a lost sense of personal control.
2. The Altruistic Side of Sharing: Giving Misery Company by Sharing Personal Negative Experiences
Troy Campbell, Duke University, USA*
Dan Ariely, Duke University, USA
Though people often wish not to talk about their own negative experiences, we find people act socially altruistically and share these
experiences to provide social comparison benefits for others. This sharing behavior is higher with recipients in negative (especially
unchangeable) situations and higher for friends, though occurs also for acquaintances.
3. La Vie en Rose at the Top? Why Positive (Negative) Information goes Up (Down) in a Hierarchy
Christilene Du Plessis, INSEAD, France*
David Dubois, INSEAD, France
Can the hierarchical relationship between a sender and a recipient of WOM information affect the type of information shared? Two
studies demonstrate that senders of a WOM message tend to share significantly more positive (negative) information when addressing
a recipient higher (lower) in the hierarchy, relative to negative (positive) information.
4. Negative Consequences of Empowering Consumers and Employees
Tami Kim, Harvard Business School, USA*
Leslie John, Harvard Business School, USA
Todd Rogers, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
We show that empowerment can generate many negative downstream costs. Once empowered, stakeholders demand to continue
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voting and become dissatisfied when no longer allowed to vote. Empowerment also backfires when stakeholders repeatedly vote on
trivial issues.
4.6 Re-Interpreting Culturally Construed Consumption & Its Embodiment Within the
Female Body
Room: Salon 6
Chair: Andrew Lindridge, The Open University Business School, UK
1. Constructing Identity through Cultural and Ancient Interpretations of the Female Body
Anoop Bhogal-Nair, Coventry Business School, UK*
Through complex negotiations of consumption practices, Indian women in contemporary, modernizing society are shown to be
forging identities that challenge traditional ideologies of ‘womanhood’. Through societal surveillance and patriarchal control, young
women’s body projects come under moral scrutiny, tempering the fissure between the self as individual and as collective object.
2. The Halal Nail Polish: Religion and Body Politics in the Marketplace
Ozlem Sandıkcı, Faculty of Business Administration, Bilkent University, Turkey*
The launch of halal nail enamel suitable for prayer offers a case to interrogate the complex ways through which social, cultural,
material and religious interpretations of body intersect with marketplace dynamics, informing identities and discussing the
increasingly instrumental role market actors’ play in the construction and maintenance of pious self
3. Religiosity and Acculturation Through Apparel Consumption Amongst North African Migrant Women in France
Ranam Alkayyali, UPEC, ESCP Europe, France*
I explore how North African Muslim migrant women construct clothing symbolism to gain power over their bodies in French culture
which perceives its culture superior to others. Whilst migrant women with low religiosity abdicate religious dress for better
integration, highly religious participants challenge the secular state by theatralizsing their Burqa.
4. Renegotiating the Patriarchal Bargain and the Embodiment of Womanhood
Andrew Lindridge, The Open University Business School, UK*
Omnipreye Worlu, The Open University Business School, UK
Lisa Penaloza, KEDGE Business School, France
Nigerian migrant women in Britain are shown to use consumption to renegotiate culturally gendered body and related roles. Roles that
had previously been within their marital patriarchal bargain are actively challenged and renegotiated, through consumption. Our
findings also indicate the boundaries that gender and the body are negotiatable within acculturation.
4.7 Anthropomorphism: New Insights & Implications
Room: Salon 7
Co-chairs: Fangyuan Chen, Hong Kong University of Science and Technology, Hong Kong, China
55
Rocky Peng Chen, University of Hong Kong, Hong Kong, China
1. The Effects of Anthropomorphization on Brand Personality Perceptions: A Motivational Account
Fangyuan Chen, Hong Kong University of Science and Technology, Hong Kong, China*
Jaideep Sengupta, Hong Kong University of Science and Technology, Hong Kong, China
Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China
This research provides a motivation-based conceptualization for the antecedents and consequences of brand anthropomorphism. We
propose that consumers with a sociality (effectance) motivation will humanize the brand and perceive it as warmer (more dependable)
than those who do not have such a motivation; this has corresponding implications for advertising effectiveness.
2. Is She My New Friend? The Effect of Social Exclusion on Consumer Preference for Anthropomorphized Products
Rocky Peng Chen, University of Hong Kong, Hong Kong, China*
Echo Wen Wan, University of Hong Kong, Hong Kong, China
Eric Levy, University of Cambridge, UK
This research demonstrates that experiencing social exclusion increases consumers’ preference for anthropomorphized products. This
effect is driven by consumers’ perception that the product provides a new social connection, and is moderated by brand personality
such that the effect is diminished when the product implies a tough personality.
3. When Consumers Meet Humanized Brands: Effect of Self-construal on Brand Anthropomorphism
Meng-Hua Hsieh, University of Washington, USA
Shailendra Pratap Jain, University of Washington, USA
Xingbo Li, University of Washington, USA*
Vanitha Swaminathan, University of Pittsburgh, USA
In two experiments, we show that consumers with an interdependent self-construal are more likely to purchase anthropomorphized
partner brands than anthropomorphized servant brands. However, these effects of brand anthropomorphism emerge only when self–
brand connection is low (vs. high).
4. When Temptations Come Alive: How Anthropomorphization Undermines Consumer Self-Control
Julia Hur, Northwestern University, USA*
Minjung Koo, Sungkyunkwan University, Republic of Korea
Wilhelm Hofmann, University of Chicago, USA
What happens when your temptations come alive? Anthropomorphizing tempting products hampers consumer self-control by
decreasing identification of a self-control conflict. Four studies show that participants were less likely to identify conflicts and more
likely to indulge in temptations when tempting products (high-caloric cookies or TV gadgets) were anthropomorphized.
4.8 The Moral Consumer
Room: Salon 8 & 9
Co-chairs: Stephanie Finnel, University of Maryland, USA
56
Merrie Brucks, University of Arizona, USA
1. Charities, Connections, and Costs: Why and When Moral Identity Triggers Preferences to Donate Time vs. Money
Eric Levy, University of Cambridge, UK*
Stephanie Finnel, University of Maryland, USA
Americus Reed II, University of Pennsylvania, USA
Karl Aquino, University of British Columbia, Canada
When consumers’ moral identity is activated, they are more motivated to connect with others, leading to a preference for giving time
rather than money. This occurs primarily when giving time is costly (Study 1) or unpleasant (Study 2). Further, moral identity
activation interacts with moral identity centrality (Study 3).
2. Collective Moral Identity Projects: Authentic Brand Users Anti-Counterfeit Framework
Anna Jansson Vredeveld, University of Connecticut, USA*
William T. Ross Jr., University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
This research explores how authentic brand users construct moral identity around the cause of “anti-counterfeits”. Netnographic
analysis of an online community reveals that collective moral identity is central to boundary maintenance and social norm negotiation
within the community.
3. The Influence of Corporate Social Responsibility Efforts on the Moral Behavior of Consumers
Kevin Newman, University of Arizona, USA*
Merrie Brucks, University of Arizona, USA
Little is known about how corporate social responsibility (CSR) efforts affect consumer’s moral behavior. We demonstrate that
antisocial (prosocial) firm behavior leads consumers who use the firm to self-expand to conduct prosocial (antisocial) behavior.
Licensing effects are reversed if consumers are hypocritical about their own behavior within the CSR domain.
4. Illeism and Decision Making
Oscar Moreno, University of Utah, USA*
Himanshu Mishra, University of Utah, USA
Arul Mishra, University of Utah, USA
Illeism, or third-person self-reference, has been used throughout history by the most humble to the most powerful. Because illeism can
be present during key decisions in a consumer’s life (e.g., in contracts), this research examines its influence on decision making in
various domains, including altruism, risk-taking and moral-decision making.
4.9 Disclosing Dirty Deeds & Painful Truths
Room: Wilson
Co-chairs: Laura Brandimarte, Carnegie Mellon University, USA
Ellie Kyung, Dartmouth College, USA
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1. Of Revelations and Iron Hands: Unexpected Effects of Sensitive Disclosures
Laura Brandimarte, Carnegie Mellon University, USA*
Alessandro Acquisti, Carnegie Mellon University, USA
Francesca Gino, Harvard Business School, USA
We investigate the effect of sensitive disclosures on the impressions one will form of others who made similar disclosures. Using both
observational and experimental data, we find that people who disclose a questionable behavior judge others who did the same more
harshly as compared to those who did not disclose.
2. Secrets and Lies: How Consumers Manage the Flow of Ego-Threatening Information
Christine Kang, University of Michigan, USA
Grant Packard, Laurier School of Business & Economics, Canada*
David Wooten, University of Michigan, USA
We extend research on consumer lying by examining evasion (i.e. ambiguous, vague or avoidant responding) as an alternative to
deception for consumers who are reluctant to reveal inconvenient truths. Four studies reveal evasion as a robust and often-preferred
alternative to deception in social comparisons of price and credit information.
3. Revealing Painful Truths: The impact of Friends on Self-Reports of Health-Related Behavior
Reto Hofstetter, University of Lugano, Switzerland*
Christian Hildebrand, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Joel Huber, Duke University, USA
We propose a novel approach utilizing the information among friends in social networks that provides incentives for truthful
responding in consumer surveys. In a series of studies, we show that the approach induces greater truth-telling by having respondents
being rewarded if their answers agree with friends’ predictions.
4. Behind the "Privacy Paradox": Decreasing Disclosure by Viewing Information as a Constrained Resource
Ellie Kyung, Dartmouth College, USA*
People paradoxically believe that privacy is important, yet regularly share their information in relatively unprotected forums. Four
experiments examine how the lack of perceived constraints, relative to time or money, leads people to undervalue this resource and
that priming resource constraints can lead to lower rates of personal disclosure.
4.10 Consumer Identity & Relationships: What We Say & What We Buy
Room: Salon 10
Chair: Sanjay Sood, University of California Los Angeles, USA
1. Cuing Consumer Identity Salience: The Moderating Role of Consumer Boundaries
Jodie Whelan, Ivey Business School, Western University, Canada
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Miranda Goode, Ivey Business School, Western University, Canada
June Cotte, Ivey Business School, Western University, Canada*
Drawing upon boundary theory, we (a) propose that individuals erect consumer boundaries to manage when and where a consumer
identity is situationally cued, (b) develop a scale to measure consumer boundary strength, and (c) demonstrate that this measure
moderates the relationship between a consumer cue and consumer identity salience.
2. These Clothes Become You: Effects of Consumption on Social-Identification
Rob Nelissen, Tilburg University, The Netherlands*
Maartje Elshout, Tilburg University, The Netherlands
Ilja van Beest, Tilburg University, The Netherlands
People not only consume to express themselves but may also derive social identities from their consumption. After using a consumer
product associated with a negatively valenced out-group, people were more inclined to affiliate with, hold more positive attitudes to,
and show more favoritism to the out-group, particularly after social exclusion.
3. Framework for the Evaluation of Experiences Before Consumption: Self, Vividness, and Narrative
Iñigo Gallo, IESE Business School, Spain
Sanjay Sood, University of California Los Angeles, USA*
We present a framework that explains how consumers evaluate experiences before consumption, and how this evaluation differs from
that of products. We suggest that experiences are evaluated closer to the self, more vividly, and more in the form of narratives,
compared to products. Three studies provide support for each proposition.
4. Do Others Influence What We Say? The Impact of Interpersonal Closeness on Word-of-Mouth Valence
David Dubois, INSEAD, France*
Andrea Bonezzi, New York University, USA
Matteo De Angelis, LUISS University, Italy
Three experiments show that the closer consumers feel to a message recipient, the greater the likelihood that they will share negative
relative to positive word-of-mouth. We attribute this effect to high vs. low interpersonal closeness activating low vs. high construal
level and subsequently affecting information sharing.
4.11 Understanding Non-Conscious Effects in Consumer Judgments
Room: Salon 1
Chair: Gabriela Tonietto, Washington University in St. Louis, USA
1. Towards an Integrative Theory of Anchoring: Evidence for a Selective Accessibility Mechanism across Anchor Types
Sophie Chaxel, McGill University, Canada*
Anchoring is thought to be the product of two distinct processes: (a) the anchoring-and-adjustment heuristic, when individuals provide
their own anchors; and (b) selective accessibility, when an experiment provides an anchor. The present research uses procedural
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priming to demonstrate that both processes are more likely complementary than mutually exclusive.
2. The Effect of Money Priming on Consumers’ Choice
EunKyoung Lee, Hanyang University, Republic of Korea*
Hee-Kyung Ahn, Hanyang University, Republic of Korea
Myungwoo Nam, Sungkyunkwan University, Republic of Korea
This research shows that a feeling of autonomy may alter how money-primed people respond to social influences and the subsequent
decisions. Two experiments demonstrated that the reactance caused by money reminders can be weakened by giving choosers a sense
of freedom in decision-making.
3. The Change You Didn’t See Coming: Nonconscious Consequences of Dynamic Transference in Consumer Contexts
James Mourey, DePaul University, USA*
Ryan Elder, Brigham Young University, USA
Four studies demonstrate that subtle exposure to change–whether increasing/decreasing the size of consumer products or the color
saturation of print advertisements and television commercials–systematically bolsters participants’ subsequent subjective ratings (e.g.,
product liking, willingness-to-pay), relative to control participants, without the participants’ conscious awareness of the exposure to
subtle change.
4. Tens, Hundreds or Thousands? How Nutritional Information Numerosity Nonconsciously Affects Unhealthy Food Choices
Keith Wilcox, Columbia University, USA*
Sonja Prokopec, ESSEC Business School, France
We examine how nutritional information unit size exerts a non-conscious influence on food perception and choice. In five studies,
consumers judged unhealthy food to be healthier and selected it more when labeled with smaller unit nutritional information. This
effect held for familiar and unfamiliar nutritional information and was primarily observed in high BMI consumers.
4.12 Roundtable: Making a Difference in Different Ways: Unleashing the Power of
Collaborative Research Teams to Enhance Consumer Well-being
Room: Indiana
Co-chairs: Meryl P. Gardner, University of Delaware, USA
Minita Sanghvi, University of North Carolina, Greensboro, USA
Julie L. Ozanne, Virginia Tech, USA
Participants:
Laurel Anderson, Arizona State University, USA
Junyong Kim, Hanyang University, Republic of Korea
Alan Andreasen, Georgetown University, USA
Aradhna Krishna, University of Michigan, USA
Eric Arnould, University of Bath, UK
Craig Lefebvre, RTI International and University of South
Stacey Baker, University of Wyoming, USA
Florida, USA
Julia Bayuk, University of Delaware, USA
Daniele Mathras, Arizona State University, USA
Merrie Brucks, University of Arizona, USA
David Glen Mick, University of Virginia, USA
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Paul Connell, City University London, UK
Stephanie Oneto, University of Wyoming, USA
Brennan Davis, Baylor University, USA
Connie Pechmann, UC at Irvine, USA
Benet DeBerry-Spence, University of Illinois at Chicago, USA Vanessa Perry, The George Washington University, USA
Alexander (Sasha) Fedorikhin, Indiana University, USA
Mark Peterson, University of Wyoming, USA
Gavan Fitzsimons, Duke University, USA
Norbert Schwarz, University of Michigan, USA
Curt Haugtvedt, Ohio State University, USA
Linda Scott, University of Oxford, UK
Ron Hill, Villanova University, USA
Clifford J. Shultz, II, Loyola University Chicago, USA
Deborah Roedder-John, University of Minnesota, USA
Laurel Steinfield, University of Oxford, UK
Mike Kamins, SUNY-Stony Brook, USA
Harish Sujan, Tulane University, USA
Carol Kaufman-Scarborough, Rutgers-Camden, USA
Ekant Veer, University of Canterbury, New Zealand
Punam Anand Keller, Dartmouth College, USA
Madhu Viswanathan, University of Illinois at UrbanaChampaign, USA
This roundtable seeks to foster discussion among researchers who use different paradigms and methods to improve consumer wellbeing. We seek to inspire synergies and collaboration by offering practical advice for building and maintaining effective crossparadigm and trans-disciplinary research teams to explore new models for transformative and life-enhancing consumer research.
COFFEE BREAK
3:15pm - 3:30pm
SESSION 5
3:30pm - 4:45pm
5.1 Perspectives: Identity & Social Influences (Sponsored by Journal of Consumer
Psychology)
Room: Crystal
Co-chairs: Jennifer Argo, University of Alberta, Canada
Jonah Berger, University of Pennsylvania, USA
Linda Price, University of Arizona, USA
This session brings together three leading scholars who have contributed greatly to consumer research on "Identity and Social
Influence." In alphabetical order, first, Jennifer Argo will present an overview of her research on social identity and consumer-toconsumer interactions. Next, Jonah Berger will present an overview of his research on contagion and virality. Linda Price will then
present an overview of her research on consumer identities and consumption communities.
5.2 Pain or Gain: Comparative Thinking & Consumer Well-Being
Room: Salon 2
Co-chairs: Jingjing Ma, Northwestern University, USA
Yangjie Gu, Tilburg University, The Netherlands
1. The Maximizing Mindset
Jingjing Ma, Northwestern University, USA*
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Neal J. Roese, Northwestern University, USA
Getting the best is great. The goal of maximizing outcomes has been advocated as ideal in almost every domain of life. We propose
that maximizing constitutes a mindset that may be situationally activated and impact subsequent consumption satisfaction, e.g.,
amplifying regret and dissatisfaction and increasing likelihoods of returning products.
2. Unit Asking: A Method to Boost Donations and Beyond
Christopher Hsee, University of Chicago, USA
Jiao Zhang, University of Miami, USA*
Zoe Lu, Shanghai Jiao Tong University, China
Fei Xu, Shanghai Jiao Tong University, China
We introduce a virtually costless method for boosting charitable donations: unit-asking—before asking donors to decide willingnessto-donate for N needy persons, asking them to indicate a hypothetical willingness-to-donate for one of the needy persons. Three
studies involving both real and hypothetical fundraisers test and establish the effectiveness of the method.
3. When Choice Closure Reduces Satisfaction: The Moderating Role of Decision Outcome Valence
Yangjie Gu, Tilburg University, The Netherlands*
Simona Botti, London Business School, UK
David Faro, London Business School, UK
Past research showed that choice closure inhibits unfavorable comparisons between the chosen option and the forgone alternatives and
can therefore increase satisfaction. In this paper, we demonstrate that choice closure can reduce satisfaction when the chosen option
compares favorably with the forgone options.
4. Intelligence Predicts Choice of Absolute vs. Positional Income
Christopher Chabris, Union College, USA
Bailey Rand, Union College, USA
Najiba Keshwani, Union College, USA
Shane Frederick, Yale University, USA*
We find that the preference for absolute over positional wealth levels (e.g., preferring a society in which you earns $100K while others
earn $200K over one is which you earn $50K while others earn $25K) is significantly predicted by three different measures of
intellectual abilities (vocabulary, CRT, WPT).
5.3 Beyond Reciprocity: Examining the Interplay Between Money & Relationships
Room: Salon 3
Co-chairs: Avni Shah, Duke University, USA
Kathleen Vohs, University of Minnesota, USA
1. With Friends Like These Who Needs Money? Three Tests of the Substitutability Hypothesis of Money and Social Support
Kathleen Vohs, University of Minnesota, USA*
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Jannine D. Lasaleta, University of Minnesota, USA
Money is a tool used to extract benefits from society, which also happens through relationships with others. We tested the
substitutability hypothesis, which states that people treat money and social support as interchangeable resources. Three experiments
demonstrated that reminders of how much one is socially supported decrease motivation for money.
2. Money and Marriage? How Marital Dynamics and Gender Differences in Risk Affect Financial Portfolio Composition Choices
Avni Shah, Duke University, USA*
Howard Kung, University of British Columbia, Canada
Jawad M. Addoum, University of Miami, USA
How do marital status and gender affect financial portfolio choices? Data from 9,000 US households and three experiments
demonstrate that women make safer asset choices when single, divorced, and when receiving an income shock while married as
compared to men. These results are mediated by perceptions of future financial certainty.
3. The Psychology of Borrowing and Lending
Noah J. Goldstein, University of California Los Angeles, USA*
Ashley N. Angulo, University of California Los Angeles, USA
Michael Norton, Harvard Business School, USA
What happens when finance mixes with friendship? We investigate the negative consequences of lending money between friends.
Lenders’ (dis)satisfaction is driven by lenders’ inflated expectations of control over borrowers’ spending decisions, as well the specific
nature of the borrowers’ purchases (hedonic vs. utilitarian) with the loaned funds.
4. Increasing Tax Compliance by Empowering Taxpayers
Cait Poynor Lamberton, University of Pittsburgh, USA*
Jan-Emmanuel De Neve, University College London, UK
Michael Norton, Harvard Business School, USA
Consumers’ desire to avoid paying taxes costs the US government – and thus a host of public programs – over $300 billion annually.
We present experimental evidence that suggests that simply giving consumers voice in the way their taxes are spent can significantly
increase compliance, while also improving consumers’ attitudes towards taxation.
5.4 When the Choosing Gets Rough: Incidental Factors that Increase Choice Difficulty
Room: Salon 4 & 5
Co-chairs: Jordan Etkin, Duke University, USA
Jennifer Savary, Yale University, USA
1. When Being Happy Makes Choosing Harder
Jordan Etkin, Duke University, USA
Anastasiya Pocheptsova, University of Maryland, USA*
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We consider how being in a positive mood impacts consumers’ experiences of choice difficulty. Contrary to general intuition that
positive mood promotes successful outcomes, we find positive mood can hamper choice processes. Four studies demonstrate that
positive mood can exacerbate perceived differences between choice options and increase choice deferral.
2. The Cognitive and Behavioral Consequences of Considering Low-Fit Brand Extensions
Kelly Goldsmith, Northwestern University, USA*
Ryan Hamilton, Emory University, USA
We explore the cognitive consequences of evaluating brand extensions and find that evaluating low-fit extensions depletes consumers’
cognitive resources yet promotes more abstract processing. In support of our process, we find broadening one’s definition of “fit”
moderates these effects. We conclude with a discussion of the implications for these findings.
3. Distractions: Friend or Foe in the Pursuit of Conscious and Nonconscious Goals?
Eunice Kim Cho, Pennsylvania State University, USA*
Andrew Mitchell, University of Toronto, Canada
Ravi Dhar, Yale University, USA
We examine how conscious and nonconscious goal pursuits diverge when encountering distractions of various types. Three studies
demonstrate that resource consuming distractions increase the accessibility and importance of conscious focal goals, but not of
nonconscious focal goals, and thereby have an ironic effect of facilitating the pursuit of conscious goals.
4. The Positive Consequences of Conflict: When a Conflict Mindset Facilitates Choice
Jennifer Savary, Yale University, USA*
Tali Kleiman, New York University, USA
Ran Hassin, Hebrew University of Jerusalem, Israel
Ravi Dhar, Yale University, USA
Much research has shown that conflict is aversive and increases choice deferral. In contrast, we propose conflict can be beneficial.
Four experiments demonstrate that incidental exposure to conflict can activate a conflict mindset, in which people process information
more systematically, and thus are better able to confront and resolve choice.
5.5 Virtual Lives
Room: Salon 12
Co-chairs: Gia Nardini, University of Florida, USA
Richard J. Lutz, University of Florida, USA
1. Virtual Learning about Alcohol through Narrative Transportation into Television Episodes
Cristel Antonia Russell, American University, USA*
Edward F. McQuarrie, Santa Clara University, USA
This paper reports the findings of an experimental program funded by the National Institute on Alcohol Abuse and Alcoholism
(NIAAA) concerning the impact on teens of alcohol-related television narratives. It investigates the mediating role of narrative
transportation on the impact of pro- vs. anti-alcohol story lines.
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2. Coping with Stress in the Age of Warcraft: A Conceptual Framework for Consumer Escapism
Andrew Kuo, Louisiana State University, USA*
This research investigates the phenomenon of consumer escapism within the context of videogames. Through a series of in-depth
interviews examining first-hand experiences with World of Warcraft, a conceptual framework is built to identify the motivations,
processes, and consequences inherent to consumer escapism through online gaming.
3. When a Picture is Worth Less Than a Thousand Words
Gia Nardini, University of Florida, USA*
Robyn A. LeBoeuf, University of Florida, USA
Richard J. Lutz, University of Florida, USA
Documenting experiences (e.g., taking pictures) is often viewed as gratifying. However, people commonly complain about becoming
preoccupied with documenting and forgetting to enjoy the experience in the moment. We find that the number of pictures taken
negatively influences enjoyment, even though people hold lay theories that the reverse is true.
4. Somewhere Out There: The Power of Brands to Act as Virtual Proxies Signifying Safety and Representing Home during Intense
Risk-filled Separations
Hope Jensen Schau, University of Arizona, USA*
Mary C. Gilly, University of California Irvine, USA
Mary Wolfinbarger Celsi, California State University Long Beach, USA
Deployment is stressful both for military personnel and their loved ones. But technology now enables rich and frequent
communication with home. Based on historical documents, interviews and online military forums, we find that individuals use
comfort brands and military-endorsed brands to symbolically co-create safety and proximity during separation.
5.6 Round, Precise, & Human: How People Evaluate Numerical Information
Room: Salon 6
Co-chairs: Rajesh Bagchi, Virginia Tech, USA
Claudiu Dimofte, San Diego State, USA
1. The Illusion of Lie Effect: The Suspicious Fluency of Round Numbers
Claudiu Dimofte, San Diego State, USA*
Chris Janiszewski, University of Florida, USA
Round numbers (i.e., multiples of 5) are used often in communications, rendering them highly fluent. However, when used to
quantify random events or unfamiliar claims they are distrusted, an effect termed "the illusion of lie." Product claims made in
infomercials or comparative advertising are distrusted more if employing round numbers.
2. Risky Business: The Negative Impact of Ambiguity on Risk Communications
Jennifer Jeffrey, Ivey Business School, Western University, Canada*
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Dante M. Pirouz, Ivey Business School, Western University, Canada
Jeff Rotman, Ivey Business School, Western University, Canada
Social marketing campaigns often present consumers with risk statistics presented as ranges vs. absolute values; this research
investigates the potential negative consequences of adopting this approach in health communications. Specifically, studies
demonstrate that presenting risk ranges lowers intentions to engage in risk-reduction behaviours; an effect moderated by individual
optimism levels.
3. Better Not Smile at the Price: The Contradictory Role of Brand Anthropomorphization on Price Fairness
Marina Puzakova, Oregon State University, USA*
Hyokjin Kwak, Drexel University, USA
Joseph F. Rocereto, Monmouth University, USA
The results demonstrate that consumers form more negative attributions of price fairness when a brand is anthropomorphized (vs. nonanthropomorphized) with a price increase (vs. decrease). Consumer self-construal moderates this effect. Inferences of a brand’s motive
for a price change explain the pattern of results.
4. How do Predictions Affect Accuracy Perceptions? The Role of Depth of Information Analyses
Rajesh Bagchi, Virginia Tech, USA
Elise Chandon Ince, Virginia Tech, USA*
Authors demonstrate that when a probability prediction is higher (vs. lower), consumers infer that the prediction is more accurate as it
signals that the forecaster has conducted a more in depth analysis of the available information. Consequently, the forecaster is also
judged as more reliable. Moderators and consequences are studied.
5.7 On Trade-offs, Risk, & Desire: Decision Strategy & Choice
Room: Salon 7
Co-chairs: Stephanie Carpenter, University of Michigan, USA
Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
1. Value is Shaped by Unsatisfied Desire: Activating Frustrated Values from Past Tradeoffs Shifts Unrelated Decisions
Stephanie Carpenter, University of Michigan, USA*
Brian D. Vickers, University of Michigan, USA
J. Frank Yates, University of Michigan, USA
We propose a dynamic valuation process that extends beyond the incidental circumstances surrounding a given decision context. Two
studies revealed that recalling a prior tradeoff situation reliably affected decisions in irrelevant contexts. Results suggest that current
value is subject to the systematic influences of prior, unrelated value experiences.
2. Quantity Aversion: Self-Control and Consumers’ Preference for Quality vs. Quantity
Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Keith Wilcox, Columbia University, USA*
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How does self-control affect quantity-quality tradeoffs? High self-control consumers avoid quantity in favor of quality—a
phenomenon we call quantity aversion. Quantity aversion is eliminated when situational factors (including depletion and licensing)
lower consumers’ desire to exert self-control. Interestingly, quantity aversion occurs even in non-indulgent product categories (e.g.,
dishwashing soap).
3. Consumers’ Choice Formulation Under Risk: A Competence-Based Perspective
Dong-Jun Min, University of Georgia, USA*
Marcus Cunha Jr., University of Georgia, USA
Researchers have long believed that consumers manage risk associated with a purchase by acquiring information that helps them make
more precise estimates of the product value. In five experiments, we show conditions under which consumers based their choice on
either a ranking-based standard (vertical attribute) or personal preference (horizontal attribute).
4. Two-Stage Decisions Increase Preference for Hedonic Options
Rajesh Bhargave, University of Texas at San Antonio, USA*
Amitav Chakravarti, London School of Economics, UK
Abhijit Guha, Wayne State University, USA
This research demonstrates that two-stage decisions increase preference for hedonic (vs. utilitarian) options. In two-stage decisions,
shortlisting partially addresses prevention goals, which impacts these goals’ continued activation, such that prevention focus relatively
decreases post-screening. Consequently, this shift in regulatory focus increases preference for hedonic options.
5.8 What Thoughts Count? Some Ways in Which Gift Selection Affects the Giver
Room: Salon 8 & 9
Chair: Adam Duhachek, Indiana University, USA
1. Forgive by Remembering or by Forgetting: The Temporal Match Between Victim Motivation and Apology Gift Preferences
Christina I. Anthony, University of Sydney, Australia*
Elizabeth Cowley, University of Sydney, Australia
Adam Duhachek, Indiana University, USA
We show that if the victim focuses on the transgression, a utilitarian apology gift is preferred because it encourages integration of the
transgression into the bigger relationship picture. If the victim is trying to forget about the transgression, a hedonic apology gift is
preferred as it facilitates temporary mood regulation.
2. Sweet Protection: Using Sweets to Manage Relationships
Ann Schlosser, University of Washington, USA
Joshua Beck, University of Washington, USA*
In two studies, we examine whether and why certain types of foods (namely sweets) are given more often as gifts. Furthermore, we
test competing explanations that sweet foods are given to protect against a negative evaluation (self-protection motive) or a desire to
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present oneself as caring (self-presentation motive).
3. Ask and You Shall (Not) Receive: Close Friends Prioritize Relational Signaling Over Recipient Preferences in Their Gift
Choices
Morgan Ward, Southern Methodist University, USA*
Susan Broniarczyk, University of Texas at Austin, USA
Gift givers balance the altruistic goal to match recipients’ preferences, against the egoistic goal to relationally signal with gifts
expressing their knowledge of the recipient. In a gift-registry context, close friends diverge to egoistic gifts which they justify by
distorting their perceptions, such that egoistic gifts are seen as altruistic.
4. Mental Stealing Effects on Purchase Decisions for Others
Esta Denton, Northwestern University, USA*
Derek D. Rucker, Northwestern University, USA
Establishing mental accounts for others can foster concerns about stealing from that account, an act we label mental stealing. Three
experiments demonstrate mental stealing concerns decrease purchase intentions towards products priced significantly below the
account, and that this effect is mediated by consumer guilt. Implications for mental accounting are discussed.
5.9 Q&A with Journal Editorial Review Board Members
Room: Wilson
Co-chairs: Rajesh Bagchi, Virginia Tech, USA
Susan Dobscha, Reims Management School, France
Journals represented: Canadian Journal of Administrative Sciences, Consumption Markets and Culture, Customer Needs and
Solutions, European Journal of Marketing, International Journal of Business and Emerging Markets, International Journal of Research
in Marketing, Journal of Advertising, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Consumer and
Marketing Research, Journal of Marketing, Journal of Marketing Behavior, Journal of Marketing Research, Journal of Product
Innovation Management, Journal of Public Policy and Marketing, Journal of Retailing, Marketing Letters, Marketing Science.
Attendees:
Laurel Anderson, Arizona State University, USA
Robert Meyer, University of Pennsylvania, USA
Barbara A. Bickart, Boston University, USA
Ashwani Monga, University of South Carolina, USA
Lauren Block, Baruch College/CUNY, USA
Connie Pechmann, University of California Irvine, USA
Marcus Cunha, Jr., University of Georgia, USA
Jonathan Schroeder, Rochester Institute of Technology, USA
Darren Dahl, University of British Columbia, Canada
Debora V. Thompson, Georgetown University, USA
Gary Frazier, University of Southern California, USA
Alladi Venkatesh, University of California Irvine, USA
JoAndrea (Joey) Hoegg, University of British Columbia, Canada
Ekant Veer, University of Canterbury, New Zealand
Jeff Inman, University of Pittsburgh, USA
Klaus Wertenbroch, INSEAD, France, and University of
Pennsylvania, USA
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5.10 Incentivizing Consumers to Do Good & Stay Good
Room: Salon 10
Chair: Mike Yeomans, University of Chicago, USA
1. Matching Motives and Incentives to Combat Tire Pressure Neglect
Mike Yeomans, University of Chicago, USA*
David Herberich, University of Chicago, USA
Tire pressure neglect is important and widespread, and we encouraged tire inflation in a field experiment. Information had almost no
effect on inflation rates while even small incentives encouraged inflation at rates far exceeding their size. The power of incentives was
moderated by framing, consistent with an “overjustification effect”.
2. Descriptive Norm as a Moderator in Predicting Fundraising Responses from Involvement and Social Influence Susceptibility
Huimin Xu, The Sage Colleges, USA*
Ada Leung, Penn State Berks, USA
When a fundraising advertisement highlighted a lack of descriptive norm, the more involved individuals responded more favorably.
When a prevalence descriptive norm was portrayed, this relation was weaker, whereas the more socially susceptible individuals
responded more favorably, more so than when the appeal centered on a lack of descriptive norm.
3. The Moderating Role of Numeracy in the Effectiveness of Cause-related Marketing
Janet Kleber, University of Vienna, Austria*
Arnd Florack, University of Vienna, Austria
Anja Chladek, University of Vienna, Austria
Cause-related marketing is more effective when donations are provided in absolute amounts (vs. percentages). In two experiments, we
examined whether this effect is moderated by individual differences in numeracy. The results showed that people with lower
numeracy reveal this effect, whereas higher numerate individuals are unaffected by the presentation format.
4. The Hedonic-Shift for Freebies: How Preference for Hedonic Options Disproportionately Enhanced When Price Falls to Zero
Mehdi Hossain, University of Texas at Arlington, USA*
Ritesh Saini, University of Texas at Arlington, USA
In a series of studies, we find that the preference of hedonic products is disproportionately enhanced when they are offered at a free
price. This “free price bounce” is more subdued for utilitarian products. Enhancement in affective appraisal of hedonic products is the
underlying cause for the observed preference shift.
5.11 Framing Effects on Persuasion
Room: Salon 1
Co-chairs: Keith Botner, University of Utah, USA
Arul Mishra, University of Utah, USA
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1. Regulatory Congruence Effects in Two-sided Advertising
Erlinde Cornelis, Ghent University, Belgium*
Veroline Cauberghe, Ghent University, Belgium
Patrick De Pelsmacker, University of Antwerp, Belgium
Two experiments test regulatory congruence in two-sided messages. Study 1 shows a congruence effect in two-sided messages only
for promotion focused individuals, which was mediated by processing fluency. The second experiment clarifies the absence of a
congruence effect found for prevention focused individuals, by demonstrating the role of processing depth.
2. The Moderating Role of Self in the Persuasiveness of Visual Perspective
Jing Zhang, San Jose State University, USA*
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Two experiments showed that when actor (observer) perspective is used in ad, participants with an ideal (ought) self indicates more
favorable attitudes toward the ad and the advertised product, and higher purchase intentions than do participants with an ought (ideal)
self. Thought analysis revealed the mechanism underlying the effects.
3. What to Get and What to Give Up: Effectiveness of Promotion vs. Prevention Messages in Acquisition vs. Forfeiture Decision
Tasks
Tilottama G. Chowdhury, Quinnipiac University, USA*
Camelia Micu, Fairfield University, USA
S. Ratti Ratneshwar, University of Missouri, USA
Eunjin Kim, University of Missouri, USA
We show across three studies that promotion- vs. prevention-focused messages are superior in acquisition decisions, but only in the
case of hedonic products and when imagery-based processing is dominant. However, prevention-focused messages are relatively more
effective in forfeiture decisions, provided the ads deal with utilitarian products and processing is analytical.
4. Fighting For a Cause or Against It: A Longitudinal Perspective
Keith Botner, University of Utah, USA*
Arul Mishra, University of Utah, USA
Himanshu Mishra, University of Utah, USA
Non-profits face the unique challenge of persuading consumers with very little in marketing spend, making charities’ names an
important means of persuasion. Our research, after designating charity names as positive or negative, examines revenue and survival
over time and finds greater longitudinal influence of a positive vs. negative frame.
5.12 Designing Marketspaces
Room: Madison
Chair: Alvina Gillani, Cardiff University, UK
1. The Vintagescape as Embodied and Practiced Space
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Katherine Duffy, University of Strathclyde, UK*
Paul Hewer, University of Strathclyde, UK*
This paper explores the practices between consumers, spaces and objects in the enactment of the vintagescape. Unpacked through
ethnographic methods over a two-year period at ‘pop-up’ vintage markets in Glasgow, UK, our findings reveal the vintagescape as an
ensemble of practices orchestrated and oriented around notions of time and space.
2. Postmodern Cultural Complexities: The Two Worlds on Cuba Street
Sharon Schembri, University of Texas - Pan American, USA*
Matthew Ellingsen, Empathy, New Zealand
This paper presents an investigation of the cultural worlds on Cuba Street, Wellington New Zealand. The pre-modern culture of Cuba
as hijacked by Wellingtonians is shown as a postmodern spectacle. This demonstration of the adoption and adaption of Cuban culture
in Cuba Street applies postmodern theory as an analytical framework.
3. Cognition, Culture and Consumption in the Afterlife
Elizabeth Hirschman, Rutgers University, USA*
Russell Belk, York University, Canada
Ayalla Ruvio, Temple University, USA
The present research uses depth interviews with 57 consumers who recently lost a loved one they believe is now residing in heaven.
We examine their views about consumption during eternity. We learn that images range from hedonic pursuits to desires for a more
harmonious world, free of materialism and competitiveness.
4. Cultural Authentication: Historical Narratives of African Clothing, Identity, and Heritage
Benet DeBerry-Spence, University of Illinois at Chicago, USA*
Elif Izberk-Bilgin, University of Michigan-Dearborn, USA*
We present an examination of cultural authentication and show how during this process consumers creatively use history, drawing
from historical events and cultural artifacts with historical significance. Findings from a multi-ethnography of also reveal three
significant authenticating practices: 1) Journeying to the ‘Motherland’, 2) Representing Resistance; and 3) Educating One’s.
MALCOLM GLADWELL KEYNOTE ADDRESS
5:00pm - 6:30pm
Grand Ballroom
"DAVID & GOLIATH"
Sponsored by
Rotman School of Management University of Toronto
71
POSTER SESSION & RECEPTION
6:30pm - 8:30pm
Exhibit Hall
Sponsored by
Journal of Marketing Research
01 Advertising & Communication
Curators: S. Adam Brasel, Boston College, USA
Jaideep Sengupta, Hong Kong University of Science and Technology, Hong Kong, China
01-A: Interferences in Competitive Sponsorship Clutter: The Influence of Congruence and Articulation on Attitude
Benjamin Boeuf, HEC Montreal, Canada*
François A. Carrillat, HEC Montreal, Canada
Alain d'Astous, HEC Montreal, Canada
This study examines the effects of congruence on attitude in a competitive sponsorship clutter. In an incongruent sponsor-event
setting, competitive sponsors’ presence should have a positive effect on brand and sponsorship attitude. The moderating role of
activation as a strategy to reduce communication interferences is also investigated.
01-B: The Role of Social Context on Attitudes Towards Product Placement in Children’s Films
Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa
Nikoletta Siamagka, University of Reading, UK
Amandeep Takhar, University of Bedfordshire, UK
Evelyn Derera, University of KwaZulu-Natal, South Africa*
Francesca Evans, UK
This interpretive study explores the role of social context on attitudes towards product placement in children’s films. Our findings
reveal that children are influenced through product placement by discussing brands placed within films, as well as being enticed to eat
the products that are placed within movies.
01-C: The Role of Emotional Intelligence as a Moderator of the Effectiveness of Advertising Disclaimers on Digitally Enhanced
Images
Paula Peter, San Diego State University, USA*
Steven Shyne, San Diego State University, USA
Anjala Krishen, University of Nevada Las Vegas, USA
Are advertising disclaimers on digitally enhanced images effective in reducing body dissatisfaction? What is the role of Emotional
Intelligence (EI)? With an empirical study we show EI as an important moderator of the effectiveness of advertising disclaimers on
body dissatisfaction considering both males and females.
01-D: This Ad is Funny, But Will I Share It?
Yeuseung Kim, DePaul University, USA*
Hye Jin Yoon, Southern Methodist University, USA*
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Encouraging consumers to share ads with others has become one of the important goals for advertisers. This exploratory study takes a
psychological approach to show why one ad might be shared over another especially when attitudes toward the ads are similar.
01-E: Does a Parent’s Social Economic Status Affect the Effects of Television Advertising Directed to Children? Findings from
Field Experiments of Kindergarten Samples in South Korea
Seung (Seung-Chul) Yoo, Loyola University Chicago, USA*
Eunji Cho, University of Wisconsin - Madison, USA*
This research investigates the effects of a parent’s socio economic status (SES) on children’s responses to television advertising by
comparing the children of low SES and high SES families in a kindergarten setting in terms of attitudinal and behavioral reactions to
TV advertising.
01-F: How Hand Position Impacts Cognitive Processing: Implications for Mobile Marketing Messages
Keith Coulter, Clark University, USA
Anne Roggeveen, Babson College, USA*
Dhruv Grewal, Babson College, USA
Basing our theory on the embodied cognition literature, we demonstrate how the differential processing of information that is
proximal vs. distal to the hands can impact how an advertising message is perceived and encoded. The research has important practical
significance for the field of mobile marketing.
01-G: Effects of Highly Attentive Services: Role of Relationship Dynamics and Norms
Maggie Wenjing Liu, Tsinghua University, China*
Lijun Zhang, Peking University, China
Hean Tat Keh, University of Queensland, Australia
While special attention and little extras to consumers may create satisfying service encounters, highly attentive services can affect
consumer negatively. With two lab experiments, we posited and tested that consumer satisfaction and purchase intention with high
attentiveness may vary across different relationship dynamics and norms between customers and service providers.
01-H: Responses to Comedic Violence Advertising: Norm Beliefs and Age Effects
Hye Jin Yoon, Southern Methodist University, USA*
Yeuseung Kim, DePaul University, USA
Comedic violence ads generate humor through norm violation. Consistent with social norm theories, this study found that greater
norm beliefs on violence in advertising positively influenced evaluation of comedic violence ads. Norm beliefs also interacted with
age; norm belief effects on ad responses became stronger with the increase of age.
02 Affect & Emotions
Curators: Uzma Khan, Stanford University, USA
Raj Raghunathan, University of Texas at Austin, USA
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02-A: Get Rid of Your Pennies If You’re Looking for Relaxation: The Role of Money in Psychological Tension
Mehdi Akhgari, University of Manitoba, Canada*
Hamed Aghakhani, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
Results of two studies investigate the psychological consequences of money. The concept of money increases psychological tensions
such as stress, anxiety, and depression for money owners. Specially, reminders of possessing low denominations of money such as
coins increase the owner’s psychological tension.
02-B: The Warmth of Our Regrets
Seung Hwan (Mark) Lee, Colorado State University, USA*
Jeff Rotman, Ivey Business School, Western University, Canada*
Andrew W. Perkins, Western University, Canada
We show that individuals experiencing action regret feel physically warmer than individuals experiencing inaction regret. Moreover,
we find individuals self-regulate their perceived warmth by desiring cooler drinks (vs. warm) when experiencing action regret,
whereas individuals desire warm (vs. cool) drinks when experiencing inaction regret.
02-C: Emotional Value of Co-creation: Can Co-creation of a Service Recovery Defuse Customers’ Anger?
Joohyung Park, University of South Carolina, USA*
Sejin Ha, University of Tennessee, USA*
This study examines 1) whether co-creation of recovery outperforms a traditional firm-driven recovery in reducing customers’ anger
caused by a service failure, and 2) a condition under which such effect fades away (i.e., when compensation is offered
simultaneously). The online scenario-based experiment confirmed the assertion of this study.
02-D: The Effect of an Abstract vs. Concrete Mindset on Coping Behavior in Negative Emotion-Laden Trade-offs
David Alexander, University of St. Thomas, USA*
John Sailors, University of St. Thomas, USA
We examine how assuming an abstract or concrete mindset changes the negative emotion generated by difficult trade-offs. We show
that assuming an abstract mindset reduces perceptions of the negatively emotional stress in difficult trade-offs and explore the lower
levels of coping behavior during choice that result.
02-E: How Embarrassment Affects Consumer Evaluation of Conspicuous Products
Xiaobing Song, Dalian University of Technology, China*
Xiuping Li, National University of Singapore, Singapore*
Feifei Huang, Chinese University of Hong Kong, Hong Kong, China*
The current research examines how embarrassment influences conspicuous consumption. It is predicted that consumers who are
feeling embarrassed would evaluate a branded product with the salient brand logo less favorably. The results further show that the
effect would be more robust among consumers who have lower self-esteem.
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02-F: What About Me? Empirical Evidence of Consumer Envy and Destructive Envy Behavior
Inga Wobker, Zeppelin University, Germany
Isabella Maria Kopton, Zeppelin University, Germany*
Peter Kenning, Zeppelin University, Germany
In everyday economic life, consumers are often treated differently. As a consequence consumer envy may result if treated worse. As
envy is often associated with destructive behaviors for instance lower willingness-to-cooperate, surprisingly little research on
consumer envy has been done. This study provides insight into this important issue.
02-G: Coping With Disgusting Consumption: Managing Threats From Self And Others
Kivy Weeks, University of Connecticut, USA*
This research investigates disgust associated with consumption. It proposes that disgust poses both personal and social threats that
consumers must manage. Using a netnographic method, eleven themes for how individuals cope with disgusting consumption on a
cloth diapering discussion board are identified. These themes support a dual-threat conceptualization.
02-H: Hiding the Food from your Customers: Use of Surprise in Food Presentation
Hua (Olivia) Lian, University of Alberta, Canada*
Jennifer Argo, University of Alberta, Canada
We examine how food presentation style (stacking food vertically vs. laying food horizontally on plates) affects consumers’ likelihood
of ordering a dish. Results indicate that consumers are more likely to order a vertically than horizontally presented dish, and it is
mediated by the pleasant surprise consumers anticipate from the former.
03 Age, Race, & Gender
Curators: Donnel Briley, University of Sydney, Australia
Deborah Roedder-John, University of Minnesota, USA
03-A: Goal-Orientation Theory and Elderly Consumers’ Intentions to Use Mobile Applications for Entertainment Purposes
Annie Chen, University of Westminster, UK
Norman Peng, University of Westminster, UK*
To examine Chinese elderly consumers’ intention to use mobile applications to play online games, this research adopts the goalorientation theory and incorporates hedonic value as a moderate. The results show performance-prove goal orientation and
performance-avoid goal orientation will affect consumers’ intention. Moreover, hedonic value will moderate these relationships.
03-B: What Prevents Older Adult from Travelling as Much as They Wish They Would and Thus Reap the Benefits of Travelling at
Old Age?
Gaelle Moal-Ulvoas, France Business School, France*
This research investigates the obstacles which prevent older adults from travelling as much as they wish they would. Four categories
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of travel barriers are identified: the lack of physical and social resources, the lack of availability, personal and physical risks and the
lack of other resources.
03-C: How to Make Your Grandma Exercise: The Activation of Goals and the Availability of Plans
Jaeyeon Chung, Columbia University, USA*
Donald Lehmann, Columbia University, USA
We show that framing the plans (vs. goals) of exercising is persuasive only for the old but not for the young due to differing cognitive
availability in generating alternative exercise plans. When reaching out to both populations, advertisers should address both the
explicit goals and the plans within an advertisement.
03-D: Valuing Your Group Leads to Relative Derogation of Group Offenders
Yunhui Huang, Nanjing University, China*
Chinese consumers were less willing to buy a domestic brand which had (vs. not had) been merged by a foreign prestigious brand. But
this tendency only existed among people highly identified with the nationality (Study 1) or people provided the opportunities to affirm
the nationality (Study 2 and 3).
03-E: Relative National Identification, Oneness and Product Evaluations: A Conceptual Framework
Aditi Grover, Plymouth State University, USA
Phil Ramsey, University of New Hampshire, USA
Jeff Foreman, Penn State Harrisburg University, USA*
Drawing on self-identity theory and Oneness, we propose a conceptual framework that highlights the role of national identification in
product evaluation. Relative National Identification (RNI) – residual identification with one’s country-of-birth adjusted for newly
acquired identification with country-of-residence- is examined to study differences in consumer product evaluations.
03-F: An Exploratory Study of the Role of Employee Skin Tone on Customer Evaluations
Kelly Cowart, Grand Valley State University, USA*
Carolyn Massiah, University of Central Florida, USA
Kevin Lehnert, Grand Valley State University, USA*
This study explores the impact of service provider skin tone and gender on consumer perceptions. Empirical findings suggest that both
factors significantly influence consumer perceptions. The perceived ethnicity of the service provider plays a key role in consumer
responses as well. Hispanics are evaluated less positively than other ethnic groups.
03-G: Gender Differences in Purchase Attachment Resulting From Loneliness
Sarah Roche, University of Texas at San Antonio, USA*
David H. Silvera, University of Texas at San Antonio, USA
Not all purchases are incorporated into the extended self equally. Our findings indicate that loneliness and gender interact to predict
differential attachment to material and experiential purchases. When they are lonely, men shift their attachment toward experiential
purchases and women shift their attachment toward material purchases.
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04 Anti-Consumption & Consumer Resistance
Curators: Jaideep Sengupta, Hong Kong University of Science and Technology, Hong Kong, China
Debora V. Thompson, Georgetown University, USA
04-A: Consumer Incompetence and the Motivation to Avoid Consumption
Matthew Philp, Queen's University, Canada*
Andrew Stephen, University of Pittsburgh, USA
Laurence Ashworth, Queen's University, Canada
Exploring the impact of feeling as an incompetent consumer on the motivation to avoid consumption of desirable items, this current
work finds that the desire to avoid consumption increases (decreases) when past incompetent (competent) purchase decisions are more
accessible in memory.
04-B: Understanding Global Impact and Voluntary Simplifier Lifestyles: A Value-Orientation Perspective of Anti-Consumption
Sadia Yaqub Khan, Cardiff University, UK*
Mirella Yani-de-Soriano, Cardiff University, UK
The paper compares the value orientation of two conceptually different anti-consumption lifestyles: Voluntary Simplifier (VS) and
Global Impact (GI). The results show the two groups have a positive relationship with the value of universalism, but while VS are
self-directed, GI are not. Neither VS nor GI are associated with the value of security.
04-C: Let Me Skip the Ads! Revisiting Reactance Theory in an Advertising Context
Yoo Jin Song, University of Illinois at Urbana-Champaign, USA*
Brittany Duff, University of Illinois at Urbana-Champaign, USA
Experiencing freedom to watch TV without interruptions led to reactance when the freedom was threatened. Studying reactance
becomes important in understanding TV ad effectiveness, due to diverse media usage. However, reactance did not lead to willingness
to restore the freedom, which suggests re-examining the psychological reactance theory.
04-D: Who Washes a Rental Car? Contamination as a Barrier to Renting
Leslie Koppenhafer, University of Oregon, USA*
This research examines contamination as a barrier to renting. Participants evaluated a car rental where cleaning supplies were
explicitly/not described and evidence of prior user was present or absent. Participants viewed the company more favorably and were
willing to pay more when the prior user was not made salient.
04-E: Making Me Feel Bad Will Make You Pay: Defensive Responses to Self-Threat Based Marketing Communications
Pingping Qiu, Monash University, Australia*
Fang Wan, University of Manitoba, Canada*
Amitava Chattopadhyay, INSEAD, Singapore
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The idea that consumers seek for products to restore their self-worth when self-views are cast into doubt encourages the marketers to
use self-threatening messages to persuade consumers to buy. However, we argue that self-threatening appeals may backfire among
high self-esteem consumers, since they are susceptible to cues signaling their self-deficiency.
04-F: The Not So Simple Life: Naturecultures of Voluntary Simplicity
Shona Bettany, University of Westminster, UK*
Ben Kerrane, University of Manchester, UK*
In this paper we use Haraway’s (1991) concept of natureculture to broadly explore one aspect of anti-consumption, voluntary
simplicity, in the context of urban stock-keeping. We explore how nature is mobilised as a shifting resource among those adopting a
voluntary simplified lifestyle for the home production of eggs.
04-G: Negativity Bias in the Product Prevention Ad Claim
Jihye Park, Hankuk University of Foreign Studies, Republic of Korea*
H. Rao Unnava, Fisher College of Business, Ohio State University, USA
This research examined the negativity bias effect when consumers face with a product prevention ad claim. Data from three
experiments show that the negative pre-existing attitude toward a brand and a product category stimulated biased information
processing to the negative direction.
04-H: Strategies to Resist Advertising
Marieke Fransen, University of Amsterdam, The Netherlands*
Claartje ter Hoeven, University of Amsterdam, The Netherlands
Peeter Verlegh, University of Amsterdam, The Netherlands
In the present research, we developed and validated a scale to measure strategies that people adopt when resisting advertising. In three
different studies, ten strategies (e.g., counter arguing, selective exposure, and avoidance) were observed. The scale shows convergent
validity when correlated with ad skepticism, resistance to persuasion, and reactance.
05 Brand Relationships
Curators: Susan Fournier, Boston University, USA
Amna Kirmani, University of Maryland, USA
05-A: Let’s Break Up: The Action of Tearing Decreases Relationship Bonding
Chun-Ming Yang, Ming Chuan University, Taiwan*
Zengxiang Chen, Nankai University, China
Two experiments demonstrate that the concept of relationship is embodied in the physical closeness between objects, and tearing
things apart is analogous to the termination of relationship. The effects of tearing are tested in an interpersonal moral judgment task
and a negative publicity context.
05-B: The Influence of the Types of Brand Crisis on Consumer's Response: the Moderating Role of Brand Association and Brand78
Customer Relationship Strength
Jung Ok Jeon, Pukyong National University, Republic of Korea
Sunmee Baeck, Pukyong National University, Republic of Korea
Eun Mi Lee, Ross School of Business, University of Michigan, USA*
This study investigates the effects of brand crisis on consumer’s response relating to consumer's brand association and brand-customer
relationship strength as well as brand crisis types, to understand consumer's internal process of negative information on brands
systematically. For this purpose, an integrative approach of qualitative and quantitative methods is conducted.
05-C: How Could You Do This To Me? Brand Betrayal and Its Consumer Behavior Implications
Arianna Uhalde, University of Southern California, USA*
Deborah MacInnis, University of Southern California, USA
We outline the conceptual properties and hypothesized effects of brand betrayal, defined as a negative consumer experience resulting
from a deceit-based brand transgression directly related to the basis for brand attachment. Two studies consider how brand betrayal
influences consumers’ emotions, brand attachment, perceived brand authenticity, forgiveness, and desire for revenge.
05-D: The Added Value of Contextual Motivations on the Consumer-Brand Relationship
Marina Carnevale, Fordham University, USA*
Lauren Block, Baruch College, USA
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA*
Purchase decisions may be prompted by the need to self-reward (self-compensate) some positive (negative) feeling about the self
caused by extraordinary achievement (failure). Across two studies, we show that these different contextual motivations affect the
consumer-brand relationship and explore an important moderator of these effects.
05-E: An Empirical Investigation of the Dynamics of Relationship Development in Brand Community
Miri Chung, University of Rhode Island, USA*
Seung Kyoon Shin, University of Rhode Island, USA
Hillary Leonard, University of Rhode Island, USA
The current research investigates the determinants of consumer loyalty in the context of brand communities and proposes an empirical
model, considering two perspectives of consumer loyalty development process: communication between consumer and company, and
communication among consumers. We suggest that network centrality plays an important role in determining consumer loyalty.
05-F: Collector-Brand Relationships: Consumer Engagement via Disney Pin Collecting
Alexander J. Kull, University of South Florida, USA*
Barbara A. Lafferty, University of South Florida, USA
By examining Disney pin collectors, this research investigates the strategically important construct of consumer engagement. Drawing
upon observations, a survey, and depth interviews, the paper explores whether and how collecting branded items can initiate and
strengthen consumer-brand relationships. Preliminary results suggest categorizing collectors’ initial motivations as brand-driven,
product-driven, or socially-driven engagement.
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05-G: How You Are With Mike Tells Us How You Are With NIKE: Relationship Between Interpersonal Attachment Styles and
Brand Attachment
Hyewon Cho, University of Illinois at Urbana-Champaign, USA*
Tiffany White, University of Illinois at Urbana-Champaign, USA
We argue and demonstrate that highly avoidant people, who tend to be detached in their interpersonal relationships, form stronger
self-brand connections with exclusive brands than consumers who are low in avoidance. We also explore whether exclusive brands
provide emotional comfort to consumers who are high vs. low in avoidance.
05-H: Self-Brand Connection, Schadenfreude, and Sympathy: A Person-Centered Approach to Understanding Emotional
Reactions to Product Failure
Sarah Roche, University of Texas at San Antonio, USA*
Jill Sundie, University of Texas at San Antonio, USA
Daniel Beal, University of Texas at San Antonio, USA
Andrew W. Perkins, Western University, Canada
Emotional responses to upward social comparisons involving status products, and product failure, were examined via latent profile
analyses. Diverse emotion profiles were predicted by self-brand connection. A strong brand connection can buffer against the
experience of hostile envy, and schadenfreude after product failure, unless consumers hold certain socially dysfunctional traits.
06 Branding
Curators: Susan Fournier, Boston University, USA
Amna Kirmani, University of Maryland, USA
06-A: The Creation and Management of Human Brands
Marilyn Giroux, Concordia University, Canada*
Bianca Grohmann, Concordia University, Canada
Celebrities are often the center of marketing campaigns and companies are working hard to establish relationships between consumers
and human brands. The goal of this research is to create a measure of the strength of human brands and relate human brands to
consumers’ relationships to celebrities, endorsements and co-branding opportunities.
06-B: Selective Revelations: The Brand Backstory and the Creation of the Private Sphere
Vanisha Narsey, University of Auckland, New Zealand*
Cristel Antonia Russell, American University, USA
In-depth interviews with brand backstory creators uncover how and why brand backstories may be used in simulating the private
sphere. The strategies and aims uncovered ultimately enchant consumers towards the inner-world of the brand, enabling them to reach
the core of the brand backstory and experiential authenticity.
06-C: Employee Misbehavior: The Effect of Employee Typicality on Brand Evaluations
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Jakob Utgard, BI Norwegian Business School, Norway
Tarje Gaustad, Oslo School of Management, Norway*
Despite companies’ investments in recruiting, training, and monitoring, employees sometimes misbehave in ways that hurt the brand.
Such misbehavior can spread quickly and potentially turn into media scandals. In two studies, we find that employee misbehavior is
more negative for the brand when the employee is seen as a typical (vs. atypical) exemplar of the company’s employees. We theorize
that the behavior of a typical employee is seen as a signal of other employees and the company as a whole, whereas behavior of an
atypical employee is seen as less diagnostic of the company. Thus, wrongdoing by a typical employee is likely to promote more
negative inferences about the brand.
06-D: Brand Salience for the Visually Impaired: An Exploration on Brand Reception and Experience for Blind and Low Vision
Audiences
Janice Fung, Humber College Institute of Technology and Advanced Learning, Canada*
This study examines the recognition and experience of branded products by blind and low vision audiences. The importance of
understanding brand reception and perception through the lens of the visually impaired is intended to increase business value for
organizations, enhance information accessibility, improve social equality and enhance quality of life.
06-E: Disproportionate Positivity and Negativity Biases of Brand Extension Information
Joseph W. Chang, Vancouver Island University, Canada
Yung-Chien Lou, National Chengchi Uniersity, Taiwan*
You Lin, National Sun Yat-Sen University, Taiwan*
Under high-accessibility scenarios, negativity extension biases on high-entitativity family brands were more salient. Under lowaccessibility situations, the negativity biases of similar extension information on both high- and low-entitativity family brands were
more salient, whereas the negativity biases of dissimilar extension information on high-entitativity family brands were more salient.
06-F: Towards a Higher Generalizability of Brand Personality Scales
Theo Lieven, University of St. Gallen, Switzerland*
The generalizability of popular brand personality scales is in question. Researchers have reported problems when attempting to
replicate existing scales. Since scale creation methods are based on the lexical approach, this study proposes a procedure to enhance
generalizability by the collection of synonyms from the dictionary.
06-G: “The Perfect Driving Machine”: The Effect of Familiarity and Semantic Similarity on Learning and Recall of Brand
Slogans
Yoo Jin Song, University of Illinois at Urbana-Champaign, USA*
Zongyuan Wang, University of Illinois at Urbana-Champaign, USA*
Brittany Duff, University of Illinois at Urbana-Champaign, USA
Familiarity and semantic similarity between originally and newly learned slogans influence both learning and recall of the original
slogans. Moderately unfamiliar slogans benefited the most from repeated learning. Learning semantically similar new slogans
facilitates recall of original slogans. These findings provide meaningful implications for brands planning to change their slogans.
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06-H: Why We Love Brands: The Roles of Brand Personality and Brand Trust
Nguyen Pham, Arizona State University, USA*
Tin Lam, Vietnam National University, Vietnam
Across two studies, we investigate how brand personality plays a meaningful role in establishing consumer trust on a brand, which in
turn increases consumer brand loyalty. Moreover, we demonstrate that this effect is moderated by consumer motivation (i.e., selfverification or self-enhancement) and whether the product is publicly or privately consumed.
07 Cause-Related Marketing
Curators: Julie Ozanne, Virginia Tech, USA
Michal Strahilevitz, Golden Gate University, USA
07-A: When Bad CSR Happens to ‘Good’ Companies: The Moderating Role of Identification
Bettina Lis, University of Mainz, Germany*
Sabine Einwiller, University of Mainz, Germany*
Consumer-company identification protects attitudes in the event of negative publicity, but not if negative information attacks the basis
of identification. If consumers identify with a company because of CSR, attitudes and behavior deteriorate even more in the event of
CSR misbehavior than if consumers did not identify with the firm.
07-B: Shiny Happy Chickens Tasting Good: Ethical Company Practices Affect Consumer Experience
Aner Tal, Cornell University, USA*
Brian Wansink, Cornell University, USA
The ethicality of company behavior and food-production has received increasing prominence in the public eye over the past years. The
current study shows that the ethics of production influences consumers’ product experience. We suggest that such enhanced
experience may be a case of conceptual consumption.
07-C: Effect of CSR Attributes of Food Products on Taste Evaluation, Mediation Role of Naturalness
Hajar Fatemi, McGill University, Canada*
Laurette Dube, McGill University, Canada
This study continues the research about the effect of product-related CSR on product evaluation. Focusing on food and taste
perception, we suggest “naturalness” as a mechanism for the effect of CSR on taste. Effects of social and environmental CSR
attributes on taste are observed to be different.
07-D: I Care When I Feel Like It! The Moderating Role of Emotion Stability in Cause Related Marketing
Ceren Ekebas-Turedi, Old Dominion University, USA*
Leona Tam, University of Wollongong, Australia
Cause related marketing (CRM) has become a popular strategy. This research investigates the impact of consumers’ emotional
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stability on the effectiveness of CRM in generating positive attitude towards the brand. Results of an experiment show that CRM
influences attitudes only when consumers are in high (vs. low) emotional stability.
07-E: But I Deserve It! The Impact of Product Positioning on Consumer Intentions Toward Fair Trade Products
Rhiannon MacDonnell, Cass Business School, City University London, UK*
We examine the role of product positioning (luxury vs. necessity) and nationality of the product producer (same nationality vs.
different) on consumer willingness to purchase fair trade and find that deserving of the product, but not guilt, mediates the effect on
purchase intentions. Implications for research and practice are discussed.
07-F: The Many Shades of CSR – the Interplay of CA and CSR Associations
Xiaoye Chen, North Central College, USA*
Rong Huang, Shanghai University of Finance and Economics, China
Laurette Dube, McGill University, Canada
This paper investigates differential impact of different CSR formats on consumer response. Two studies demonstrate that consumers
reward companies embracing Value-creating CSR, as opposed to Philanthropic and Promotional CSR, in CSR image and corporate
ability image. And the effects are moderated by corporate competence.
07-G: The Destigmatizing Role of Cause Marketing (CM) Products
Sukhyun Kim, Samsung SDS, Republic of Korea
Kiwan Park, Seoul National University, Republic of Korea
Y. Jin Youn, Northwestern University, USA*
In this research, we investigate the destigmatizing role of cause marketing (CM) products, particularly for materialists. We
demonstrate that compared to other forms of prosocial behaviors such as donation, materialists vs. non-materialists perceive CM
products as instrumental to destigmatizing negative accusations related to materialism when purchasing luxury products.
08 Charity & Gift Giving I
Curators: Cassie Mogilner, The Wharton School, University of Pennsylvania, USA
Mike Norton, Harvard Business School, USA
Cait Poynor Lamberton, University of Pittsburgh, USA
08-A: Role of Transactional vs. Relational Requests in Influencing Donation Intention
Mehdi Hossain, University of Texas at Arlington, USA*
Zhiyong Yang, University of Texas at Arlington, USA
In this research we demonstrate that transactional requests sometimes exert negative influence on peoples' intent to help while
relational requests has a unanimous positive impact on motives leading to helping behavior. Moreover, we posit that individuals'
cognitive motivation moderates the above impact.
08-B: Ingroup-Outgroup Asymmetry for Donations of Time vs. Money
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Frank May, University of South Carolina, USA*
Ashwani Monga, University of South Carolina, USA
In this research, we examine ingroup-outgroup asymmetry for donations of time vs. money. We find that that people are more willing
to donate the resource that is more "me" to ingroup members vs. outgroup members. Furthermore, perceptions of fit or appropriateness
mediate this relationship.
08-C: For Others' Benefit Only: The Impact of Individuals’ Beliefs in Karma on Charitable Giving
Katina Kulow, University of South Carolina, USA*
Thomas Kramer, University of South Carolina, USA
We test the impact of individuals’ beliefs in karma on charitable giving. We show that when nonprofits increase the personal
relevance of its charitable appeals, individuals who believe in karma will respond less favorably than when the charitable appeals are
more general.
08-D: Why Sometimes Recognizing Obligations Can’t Help - The Effects of Signing One’s Name on Donation Behaviors
Canice M.C. Kwan, Chinese University of Hong Kong, Hong Kong, China*
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
In our research, we observed that signing one’s own name, albeit in an irrelevant context, can unobtrusively activate both feelings of
self-identity (identity effect) and a sense of responsibility (duty effect). These effects, along with other factors such as self-relevance
and processing style, induce a self-devoted commitment to help and impact on donation behaviors.
08-E: The Importance of Different Information in Donation Requests: An Eye-Tracking Analysis
Janet Kleber, University of Vienna, Austria*
Sophie Süssenbach, Vienna University of Economics and Business, Austria
Stephan Dickert, Vienna University of Economics and Business, Austria
Arnd Florack, University of Vienna, Austria
An eye-tracking experiment examines the perception of different donation requests depending on numeracy. Results suggest that low
numerate individuals tend to fixate more on the pictures, whereas high numerate individuals fixated more on numeric information.
Donations were higher the longer pictures were fixated and if pictures illustrated the problem.
08-F: Is Doing Better Always Good? The Impact of Perceived Nonprofit Competence on Altruistic Donation Motivations
Katina Kulow, University of South Carolina, USA
Caglar Irmak, University of Georgia, USA
Stefanie Robinson, North Carolina State University, USA*
We test the impact of perceptions of increased competence of nonprofits on consumers’ motivations for charitable giving. We show
that when nonprofits signal increased levels of competence, altruistic individuals will respond less favorably to them as compared to
when nonprofits were perceived as less competent.
08-G: The Effect of Color Harmony on Processing Disfluency of Pro-Social Advertisement
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Nara Youn, Hongik University, Republic of Korea*
Chang Yeop Shin, Hongik University, Republic of Korea*
Myungwoo Nam, Sungkyunkwan University, Republic of Korea*
We examined the effect of color harmony on the effectiveness of pro-social advertisement. The results from three studies showed that
moderately disharmonious color combination evokes disfluency, and the path from disfluency to high construal to empathy explains
the effect of color harmony on pro-social behavior.
08-H: The Effect of Competitive Labeling on Charitable Donation
Zachary Mendenhall, McGill University, Canada*
Ashesh Mukherjee, McGill University, Canada
To motivate donors, charities can display the amount raised by competing donor groups; an approach we call competitive labeling. In
the present research, we argue that competitive labeling increases donations when the gap between donor groups is low, but decreases
donations when the gap between donor groups is high.
09 Charity & Gift Giving II
Curators: Cassie Mogilner, The Wharton School, University of Pennsylvania, USA
Mike Norton, Harvard Business School, USA
Cait Poynor Lamberton, University of Pittsburgh, USA
09-A: Not Like Everyone Else: The Role of Consumer Cause-Related Identity and Uniqueness in Consumer Donation Intentions
and Behavior
Rhiannon MacDonnell, Cass Business School, City University London, UK*
Bonnie Simpson, Western University, Canada
Jennifer Argo, University of Alberta, Canada
Across two studies, the influence of cause-related identity and uniqueness on donation intentions and behaviors are examined. It is
predicted that when uniqueness motives are triggered consumers will be more willing to publically (vs. privately) contribute to causes
from which they might otherwise wish to dissociate their public identities.
09-B: Mine and Mine Only: The Influence of Gifts on Their Replacement and Subsequent Brand Evaluation
Y. Jin Youn, Northwestern University, USA*
Kiwan Park, Seoul National University, Republic of Korea
Although gift giving is a common social interaction, how gifts influence gift receivers is largely underexplored. Current research
demonstrates that gift receivers project gift givers on the gift (study 1), and this influences product replacement (study 2).
Furthermore, gifts reveal to have broader consequences on brand evaluation (study 3a & 3b).
09-C: Touch Me: Does Touching a Victim’s Photo Affect Donation Amount?
Chun-Ming Yang, Ming Chuan University, Taiwan*
Xiaoyu Zhou, Peking University, China
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Three experiments demonstrate the influences of touch element on donation amount. The results indicate that touching a victim’s
photo lead to higher donation amount, especially for high need-for-touch individuals. Moreover, this relationship is mediated by
sympathy. This research also shows that seeing a victim’s face is not a necessary condition.
09-D: The Role of Beneficiaries' Group Identity in Charitable Giving
Kiwan Park, Seoul National University, Republic of Korea*
Seojin Stacey Lee, Seoul National University, Republic of Korea*
We investigate what determines the differential effectiveness of self- vs. other-benefit appeals in charity advertisements. We find that
when beneficiaries are out-group (in-group) members, self-benefit (other-benefit) appeals generate greater donation intention than
other-benefit (self-benefit) appeals. We also demonstrate two distinct mediation processes to account for the proposed matching
effects.
09-E: Happy Faces, Sad Faces: The Interactive Effects of Affective Displays and Donation Types on Charitable Giving
Fan Liu, University of Central Florida, USA*
Xin He, University of Central Florida, USA*
Ze Wang, University of Central Florida, USA
In this research, we find that donors tend to contribute money to a happy child rather than to a sad child whereas they tend to
contribute time to a sad child than to a happy child. Results demonstrate that donors emphasize their own psychological wellbeing in
charitable giving such that donors’ happiness mediates the differential effects of recipients’ affective displays on donation types.
09-F: Regifting Redefined: The Giver’s and the Receiver’s Perspective
Burcak Ertimur, Fairleigh Dickinson University, USA*
Caroline Lego Munoz, Fairleigh Dickinson University, USA*
James Hutton, Fairleigh Dickinson University, USA
This research examines the phenomenon of regifting, giving a gift that one has received to someone else. We develop a consumerbased understanding of regifting, considering the multiple roles consumers may assume in such exchanges. Our findings support the
notion that we should contextualize regifting beyond the dyadic gift exchange model.
09-G: If You Think I'm Picky, What Gift Will You Give Me?
Andong Cheng, Pennsylvania State University, USA*
Margaret G. Meloy, Pennsylvania State University, USA
Three studies explore “picky” gift recipients as a distinct subset of “difficult” recipients. “Picky” recipients, in contrast to “difficult,”
have narrow preferences, are more decisive, and are considered snobby. As such, gift givers select cash cards for these “picky”
recipients and don’t differentiate between friends and acquaintances in money spent.
09-H: Temporal Reframing of Prices and Offer Attractiveness in a Cause-Related Marketing Context
Mazen Jaber, Saginaw Valley State University, USA*
Ronald W. Niedrich, Louisiana State University, USA
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Danny Weathers, Clemson University, USA
One strategy that pricing research has sought to explain is pennies-a-day, where product costs are expressed as small ongoing
expenses. This study tests PAD effect on offer attractiveness in a CRM context. We find that PAD framing has significant impact on
attractiveness at low donation amounts but not high amounts.
10 Child/Adolescent Consumption
Curators: Donnel Briley, University of Sydney, Australia
Deborah Roedder-John, University of Minnesota, USA
10-A: “The Bad Guys is Tasty”: How Visual Packaging Cues and Nutrition Knowledge Influence Pre-School Children’s
Perceptions and Selections of Snacks
Michelle Nelson, University of Illinois at Urbana-Champaign, USA*
Brittany Duff, University of Illinois at Urbana-Champaign, USA
Da Zheng, University of Illinois at Urbana-Champaign, USA
Ningzi Li, University of Illinois at Urbana-Champaign, USA
Regina Ahn, University of Illinois at Urbana-Champaign, USA*
Chuqiao Huang, University of Illinois at Urbana-Champaign, USA
Visual package cues attract attention and influence product perceptions and selection. Unlike previous research, our interviews with
preschool children revealed nutrition knowledge; however, they unanimously selected snacks featuring licensed characters instead of
fruit or candy. Children’s choices revealed the influence of perceptions of fun and the familiarity of media characters.
10-B: The Role of Technology in Children’s Food Environment: Exploring Intra-Familial Dynamics across Cultures
Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa
Amandeep Takhar, University of Bedfordshire, UK
Emiko Amano, Kanto-Gakuin University, Japan*
Nigel Chiweshe, University of KwaZulu-Natal, South Africa*
We demonstrate how family meal times and the associated rituals are evolving through the consumption of technology. Our findings
reveal a technological generational gap as parents interpreted technology as being negative, whereas the digital natives, younger
generation perceived technology as being a positive tool during mealtimes.
10-C: Encouraging Reflexivity in Food Research: Producing Children's Voices
Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa*
Amandeep Takhar, University of Bedfordshire, UK
Ziska Fields, University of KwaZulu-Natal, South Africa*
This research focuses on the significance of evoking children’s self-reflexivity within consumer research. Insights are drawn from a
longitudinal interpretive study that used multiple data sources to explore children’s food consumption practices. We argue that
evoking children’s self-reflexivity may encourage consumer researchers to address new types of research questions.
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10-D: The Influence of Children in Family Decision Making: Perceptions of South African Parents
Mishaal Maikoo, University of KwaZulu-Natal, South Africa*
Debbie Vigar-Ellis, University of KwaZulu-Natal, South Africa
Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa
We examine how children influence family decisions when buying snacks, toys and games. The findings from 135 families showed
that children use different tactics including emotional appeals, product requests, purchase justification, and bad behaviour as tools to
negotiate within the family decision making process.
10-E: Differential Effects of Socialization Agents on Music Piracy
Zhiyong Yang, University of Texas at Arlington, USA*
Ahmad Jamal, Cardiff University, UK
Rong Huang, Shanghai University of Finance and Economics, China
We simultaneously examine the effects of five major socialization agents on university students’ piracy definitions and behavior.
Findings show that close-other agents (peers, Internet) directly impact both definitions and behavior, whereas distal-other agents
(parents, music industry) impact piracy behavior only indirectly through definitions. These effects differ across consumer segments.
10-F: The Extended Parental Self: Gender Differences in Parental Spending on Sons vs. Daughters
Lambrianos Nikiforidis, University of Texas at San Antonio, USA*
Ashley Rae, University of Texas at San Antonio, USA
Kristina M. Durante, University of Texas at San Antonio, USA
Do parents favor spending on sons or daughters? Drawing on theory and research on the extended self, we show that women spend on
daughters and men spend on sons. Additional findings show that this effect is linked to viewing children of concordant gender as an
extension of one’s own identity.
10-G: Self-Esteem Discrepancy, Materialism, and Reference Group Effects in Adolescents’ Self-Brand Connections
Burak Tunca, University of Agder, Norway*
Sigurd V. Troye, Norwegian School of Economics and Business Administration, Norway
This study examines the notion that adolescents with a discrepant self-esteem will have higher tendencies to develop self-connections
to brands that are associated with their ingroups. The findings support this postulation and further demonstrate materialism as an
underlying mechanism of the relationship between self-esteem discrepancy and ingroup self-brand connection.
11 Consumerism & Consumer Culture
Curators: Sharon Ng, Nanyang Technological University, Singapore
Thuc-Doan Nguyen, California State University at Long Beach, USA
Nancy Wong, University of Wisconsin-Madison, USA
11-A: Consumption-Related Challenges and Consumers’ Accumulation of Field-Specific Forms of Capital
Pierre-Yann Dolbec, Schulich School of Business, York University, Canada*
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How do consumers accumulate field-specific social and cultural capital? By attempting to resolve consumption-related challenges,
consumers use three strategies which lead them to develop such forms of capital. This process ultimately brings about changes in their
consumption practices and deepens their involvement within the field.
11-B: Does Country Heritage Legitimize the High-end Image of Affordable Fashion Brands? An Analysis of the Country-ofOrigin Appeals of ZARA, UNIQLO, and H&M
Wei-Fen Chen, University of Illinois at Urbana-Champaign, USA*
We investigate the extent to which affordable fashion brands (high-end image, low-end prices) use country of origin to support their
brand image. An analysis of brand positioning reveals that ZARA, UNIQLO, and H&M do not universally use COO but differentiate
themselves as “affordable luxury,” “smart street style,” and “disposable fashion.”
11-C: Experiential Purchases Foster Social Connectedness
Amit Kumar, Cornell University, USA*
Thomas Mann, Cornell University, USA
Thomas Gilovich, Cornell University, USA
We demonstrate that experiential purchases foster social connection more than material purchases. Consumers feel more connected to
those who have made similar experiential purchases. After reflecting on experiential purchases, they also feel more connected to
people in general, are more likely to engage in social activities, and act more prosocially.
11-D: Interpreting Financial Consumption Experiences: The Case of British-Muslims
Ahmad Jamal, Cardiff University, UK*
Akmal Hanuk, Islamic Banking and Finance Institute, UK
Omer Rana, Cardiff University, UK
Focus group sessions were conducted to explore meanings that financial consumption experiences hold for British-Muslims.
Conventional and Islamic banking experiences based on personal standards and religious ideals are discussed. Participants negotiate
conflicts using coping strategies to deal with guilt that pervade. Findings offer several points of contribution to future research.
11-E: Protections Against Agent Opportunism: Customer Assumptions and Marketplace Realities
Gulnur Tumbat, San Francisco State University, USA*
Kent Grayson, Northwestern University, USA*
Why customers participate in marketplaces where they aren't protected from opportunism by the standard agency safeguards? Using
ethnography/interviews with clients/guides on Everest, we show that clients are willing to accept an exchange agreement that doesn’t
provide them with the protections predicted by agency theory. We discuss implications for conventional contexts.
11-F: Mixed Messages: The Variability of Conspicuous Consumption Activity and Interpretations Based on Audience Familiarity
Daniel Sheehan, Georgia Tech, USA*
Sara Dommer, Georgia Tech, USA
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As conspicuous consumption is simply a signal to others, characteristics of the audience will likely influence the message’s reception
and interpretation. Three studies demonstrate that people are more (less) likely to engage in conspicuous consumption in the presence
of strangers (friends), yet a stranger’s consumption is perceived as less genuine.
11-G: The Cyborg Self, the Tethered Life: The Meanings of Virtual Spaces and Portable Devices in Consumer Narratives
Tifani Wiyanto, Queensland University of Technology, Australia*
Edwina Luck, Queensland University of Technology, Australia
Shane Mathews, Queensland University of Technology, Australia
We examine the implications of continuous access to virtual spaces through portable devices on consumer self. Portable devices are
significant conduits to demarcate and synthesize consumers’ physical and virtual selves. Consumers’ cyborg self and life tethered to
virtual spaces signifies a liberatory mode of being to attain self-narrative goals.
11-H: Ambiguity in Heterogeneous Consumption Communities: Confused Consumers?
Anja Simms, University of Wollongong, Australia*
Ulrike Gretzel, University of Wollongong, Australia
Andrew Whelan, University of Wollongong, Australia
This research explores the role of ambiguity surrounding a consumption practice as a source of confusion for consumers. An inquiry
into an online vegetarian community indicates different levels of comfort with ambiguity. Members manage discomfort by adjusting
the practice or negotiating the meaning of a particular label.
12 Cultural Differences
Curators: Sharon Ng, Nanyang Technological University, Singapore
Thuc-Doan Nguyen, California State University at Long Beach, USA
Nancy Wong, University of Wisconsin-Madison, USA
12-A: What’s Funny? A Multicultural Comparison of Humor in Advertising: Apple’s Get a Mac Campaign in the US and Japan
Milan Pickl Bermejo, ESCP Europe, France*
Marcelo V. Nepomuceno, ESCP Europe, France*
This study examines the application of humor types and presence of cultural values in humorous television advertisings broadcasted in
the USA and Japan. We demonstrate that humorous advertising should be adapted, as adapted commercials are preferred over nonadapted ones. Through a content analysis we provide reasons for adapting the ads.
12-B: Power Distance Belief and Education Advertising Execution
Lingjiang Tu, University of Texas at San Antonio, USA*
Yinlong Zhang, University of Texas at San Antonio, USA
Through content analysis of print education ads from U.S. and Japan and an experiment in which power distance belief (PDB) was
primed , we found that high (vs. low) PDB leads to preference of rational (vs. emotional) education advertising appeals. We also
obtained evidence for the underlying process.
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12-C: Differential Impact of Interpersonal Engagement Orientations on Customer Satisfaction across Cultures through Customer
Participation in Service Processes: A Structural Equation Modeling-Based Multi-Group Analysis
Satoshi Akutsu, Hitotsubashi University, Japan*
Mayomi Haga, Hitotsubashi University, Japan
Yoshinori Fujikawa, Hitotsubashi University, Japan
Joji Ono, Aoyama Gakuin University, Japan
We examine how individual consumer’s influence and adjustment orientations affect customer satisfaction directly and indirectly via
customer participation in service processes. Conducting a cross-cultural survey of the customers of a global educational service
provider, we show that while adjustment positively impact on satisfaction via participation, its direct impact is negative.
12-D: Creativity in New Product Development; When Collectivistic Values Outperform Individualistic Values
Jungim Mun, SUNY at Buffalo, USA*
Charles D. Lindsey, SUNY at Buffalo, USA
Research shows that individualism is preferable to collectivism when we desire creativity as an outcome. However, empirical evidence
shows that countries or organizations from Eastern cultures (e.g., Japan, Korea, etc.) often outperform those from Western cultures
when it comes to new patents and other proxies of creative activity. Across two studies, we highlight a situation under which a
collectivistic mind-set outperforms an individualistic mind-set in terms of creative output. Specifically, in a high construal scenario,
ideas generated by participants primed with an interdependent mind-set were judged to be more creative relative to ideas by
participants primed with an independent mind-set – on both dimensions of creativity: originality and usefulness. However, no
differences in creativity were found between interdependent and independent participants in low construal. Our nascent findings have
the potential to advance knowledge of creativity and its processes, in general, and its effects on cross cultural performance, in specific.
12-E: You Touch it, You Buy it: Cross-cultural Differences in Consumers’ Attitudes Towards Local Food
Wided Batat, University of Lyon 2, France*
Marie Lachance, University of Laval, Canada*
Maryse Côté-Hamel, Concordia University, Canada*
Why do some consumers go out of their way to buy local food, while others do not bother? Findings from semi-structured interviews
with French and Canadian consumers suggest that non-diagnostic tactile information about food acquired even as children translates
into persistent positive attitudes and evaluations of local food and producers
12-F: “Following Behind” vs. “Keeping up”: The Effect of Power Distance Belief and Superior’s Consumption on Consumer’s
Preference for Status Related Products
Huachao Gao, University of Texas at San Antonio, USA*
Yinlong Zhang, University of Texas at San Antonio, USA
We propose that consumers’ preference for status-related products will be affected by power distance belief (PDB) and the presence of
their superior’s status consumption. High (vs. low) PDB consumers prefer lower (vs. higher) status products when superior’s
consumption is present, as they are motivated to “follow behind” (vs. “keep up”).
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12-G: Shared Decisions in Emotionally Difficult Situations
Tatiana Barakshina, UIC, USA*
Medical consumer decisions-making process is analyzed. A high, moderate and low gradation of “emotionally difficult decisions” is
introduced. Findings on autonomous, shared and externally made decisions are summarized. External decision mode is preferred for
the highest extreme of emotional difficulty; in this work, we propose that preferences shift toward autonomous and shared decisions
under moderate and low emotional difficulty.
12-H: Looking for a Cultural Border Condition for the Experiential Recommendation
Ezgi Merdin, Bogazici University, Turkey*
Özlem Hesapçı, Bogazici University, Turkey
With a series of studies, it is attempted to establish some border conditions of "the experiential recommendation" for happiness. Two
main notions of the cultural self are incorporated as the independent variable and a differentiation has been made between the concepts
of in-group vs. out-group consumption / service experience.
13 Embodied Cognition
Curators: Josh Ackerman, Massachusetts Institute of Technology, USA
Aradhna Krishna, University of Michigan, USA
Meng Zhang, Chinese University of Hong Kong, Hong Kong, China
13-A: The “Right” Side Can’t Be Bad! Getting on the Good Side of the Shelf
Yoon-Na Cho, Villanova University, USA*
Katie Kelting, University of Arkansas, USA
From the perspective of embodied cognition, we examine the effects of a horizontal metaphor on consumer evaluations of stimuli and
food products and find evidence to support the notion of right (left) being associated with positive (negative) valence. Findings from
three studies are reported.
13-B: A Touch of Evil: Harmfulness Alters Sensory Characteristics
Aner Tal, Cornell University, USA*
Brian Wansink, Cornell University, USA
Across 3 studies, we demonstrate that perceived potential harm influences sensory judgment. Participants told animals are dangerous
rate sensory properties (beauty, softness) lower. These effects extend to actual sensory judgment of products derived from these
animals, such that fur products derived from harmful animals feel less pleasant.
13-C: Blurring the Line: How Disfluency Begets Similarity
Michael Giblin, University of Florida, USA*
Aner Sela, University of Florida, USA
In two experiments, we demonstrate that processing difficulty (i.e., disfluency) leads people to perceive different options as spatially
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closer and more similar to one another. The findings have important decision implications, as initial decision difficulty and disfluency
increases perceived option similarity, which in turn may further exacerbate decision difficulty.
13-D: Embodied and Primed Cleansing Effects on Consumer Indulgence
Chrissy M. Martins, Iona College, USA*
Lauren Block, Baruch College, USA
Darren Dahl, University of British Columbia, Canada
This research examines how primed and embodied cleansing affects indulgence. We find that embodying a cleansing product leads to
less guilt and more indulgence, but find the opposite when individuals are merely primed with a cleansing product or embody a neutral
product. We discuss potential explanations for these results.
13-E: “Going Against the Flow” The Metaphorical Effects of Sensorimotor Resistance
Mina Kwon, University of Illinois, USA*
Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China
We examine how the experience of haptic resistance activates a conceptual metaphor of “going against the flow.” The implications of
this are shown for choice situations where participants experiencing resistance go against the norm and choose options that are
normatively not preferred.
13-F: Losing Control: When Physical Cleansing Intensifies Cheating for High Self-Controls
Tracy Rank-Christman, Rutgers University, USA*
Maureen Morrin, Temple University, USA
We show that washing one’s hands with soap and water licenses cheating behavior, and that this effect is stronger for individuals who
exhibit chronic levels of high self-control. The results add to the growing literature on embodied cognition.
13-G: Does Heavier Weight Mean More Power? Examining the Moderating Role of Dominance Trait and Semantic Congruence
Hiroaki Ishii, Chiba University of Commerce, Japan*
Jaewoo Park, Chiba University of Commerce, Japan*
Previous studies have confirmed the positive effect of weight on product evaluation, which is caused by semantic association of
weight with importance. Our study shows another semantic link of weight, the concept of power. Additionally, we explore the
interaction between the dominance trait, advertising picture angle, and weight.
13-H: Do Not Wash Your Hands When You Eat Junk Food: The Possibility of a Reverse Macbeth Effect in Consumer Behavior
Jaewoo Park, Chiba University of Commerce, Japan*
Hiroaki Ishii, Chiba University of Commerce, Japan*
This study explores whether and how the experience of physical cleansing can affect health guilt over consuming junk food. We
demonstrate that physical cleansing does not mitigate but aggravates perceived health guilt. Our research also shows that the effect of
physical cleansing is moderated by consumers’ autotelic need for touch.
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14 Food Choice & Healthy Consumption
Curators: Nidhi Agrawal, University of Washington, USA
Pierre Chandon, INSEAD, France
14-A: Mesmerized: How Digital Menu Boards Affect Food Choice
Laura Smarandescu, Iowa State University, USA*
Anicia Peters, Iowa State University, USA
Brian Mennecke, Iowa State University, USA
Andrew Luse, Iowa State University, USA
The eating environment presents us with convenient, tasty, high energy density food choices. Fast food consumption is correlated with
poor health and obesity. This research examines how rotating food images in digital menu boards influence food choices. Rotating
images increased choice for unhealthy alternatives for vegetarians and less hungry individuals.
14-B: Exploring Consumer’s Food Choice: Utilitarian vs. Hedonic Products
Natalia Maehle, Institute for Research in Economics and Business Administration, Norway
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Nina Iversen, BI Norwegian Business School, Norway
Leif Hem, Norwegian School of Economics, Norway
Julian Hartman, University of Illinois at Urbana-Champaign, USA*
Consumers have to deal with many contradictory requirements and expectations while making their food choices. To understand the
trade-offs in their food choice situations, the current study identifies the relative importance of four main product attributes (price,
taste, environmental friendliness and healthiness) for hedonic and utilitarian food products.
14-C: The Effects of Assortment Organization and Labeling on Healthy Choice: The Scoop from an Ice Cream Store Experiment
Ralf van der Lans, Hong Kong University of Science and Technology, Hong Kong, China
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, Hong Kong, China
Ashley Y. H. To, Hong Kong University of Science and Technology, Hong Kong, China*
Environmental cues can have strong effects on people’s decisions. In a two-phase field experiment conducted at an ice-cream store,
we investigate the impact of categorization and traffic light labeling on choice. Results show that organizing the assortment and
labeling the flavors in specific ways shift consumers’ choices towards healthy options.
14-D: It “Feels” Good for Me: The Interaction of Naïve Theories and Processing Fluency in Subjective Evaluation of Healthiness
Catherine Wiggins, Cornell University, USA*
Little is known about the role of processing fluency in judgments of product healthiness. This research demonstrates that the effect of
processing fluency is dependent upon consumers’ naïve health theories, underscoring the importance of matching such theories to the
level of processing fluency most conducive to favorable product evaluations.
14-E: Self-Licensing Effects on Food Choices
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Christian Weibel, University of Bern, Switzerland*
Claude Messner, University of Bern, Switzerland
Recalling an egoistic act nudges people to choose healthy over unhealthy food options. Conversely, participants preferred unhealthy
over healthy food options when they recalled an altruistic deed. Consistent with this choice pattern participants were willing to pay
more for healthy than for unhealthy options. This experiment extends the self-licensing literature.
14-F: Does Thinking “Outside of the Box” Make People Feel “Full”? The Influence of Consumer Creativity on Satiation for
Unhealthy Foods
Na (Amy) Wen, City University of Hong Kong, Hong Kong, China*
Wenyu Dou, City University of Hong Kong, Hong Kong, China
Drawing on research from satiation and health psychology, we examine the therapeutic effects of consumer creativity on satiation. In
particular, we predict that creativity can elicit a divergent mindset that may increase the heterogeneity of a consideration choice set,
which will, in turn, accelerate the satiation rate for unhealthy foods.
14-G: How Variety in Flavors within Indulgent and Healthy Food Options Affects Perceived Healthiness and Preference for
Promotion Types
Elke Huyghe, Ghent University, Belgium*
Maggie Geuens, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
We find evidence that participants perceive variety as healthier than no variety for healthy products, while the opposite is true for
indulgent products. Consumers also prefer a discount for an indulgent food option with variety and a bonus pack for a healthy food
option with variety.
14-H: What You Paid Then Affects What You Eat Now: the Effect of Healthy Food Prices on Subsequent Food Decisions
Ying Jiang, University of Ontario Institute of Technology, Canada
Jing Lei, The University of Melbourne, Australia*
In this research we examine the effect of healthy food prices on consumers’ subsequent food choices. We show that the high (vs. low)price of healthy food more likely leads to healthy choices in consecutive (vs. delayed) decisions for consumers who are more (vs. less)
health-conscious.
15 Goals & Motivation
Curators: Ayelet Fishbach, University of Chicago, USA
Kathleen Vohs, University of Minnesota, USA
15-A: Consumer Emotional Intelligence and its Effects on Goal-Oriented Appeals in Advertising
Hongmin Ahn, West Virginia University, USA*
Sang Yeal Lee, West Virginia University, USA
Yongjun Sung, Southern Methodist University*
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This study demonstrates that consumer emotional intelligence (CEI) influences the persuasiveness of messages in ads, suggesting that
CEI is a critical individual difference to consider in predicting consumers’ responses to advertising messages. Importantly, it suggests
that the effect of CEI is pronounced when ad messages are prevention-focused (vs. promotion-focused).
15-B: The Impact of Attitudinal Ambivalence on Weight Loss Decisions: Consequences and Mitigating Factors
My Bui, Loyola Marymount University, USA
Courtney M. Droms, Butler University, USA*
Georgiana Craciun, University of Pittsburgh, USA
This research examines individuals’ attitudes & intentions toward losing weight and focuses on understanding the maladaptive
outcomes of a negative relationship between these attitudes and intentions. Results show that attitudinal ambivalence, self-efficacy,
and provision of outcome feedback alleviated the negative effect and improved intentions to try to achieve weight loss goals.
15-C: Don’t Reward Yourself! How Celebration (Not Reward) of Accomplishment Increases Enjoyment and Motivation to
Persevere
Aaron Snyder, Stanford University, USA*
Baba Shiv, Stanford University, USA
People love to reward themselves for a job well done. However, rewards decrease enjoyment and the perception of intrinsic
motivation. In a field experiment, we find evidence that framing an incentive as a celebration (rather than reward) increases both
enjoyment and the likelihood of in re-engaging in the incentivized behavior.
15-D: The Effects of Perceived Goal Progress and Assortment Size on Consumer Choice
Moon-Yong Kim, Hankuk University of Foreign Studies, Republic of Korea*
When consumers buy multiple items simultaneously, this research proposes that (1) consumers’ perceived level of goal progress will
affect their relative choice share of vices (vs. virtues); and (2) their perceived goal progress will moderate how assortment size
influences their choice between vices and virtues.
15-E: The Bucket List: How Consumers Customize Temporal Perspective to Guide and Shape Their Life-Story
Jeffrey R. Carlson, University of Connecticut, USA*
Anna Jansson Vredeveld, University of Connecticut, USA*
This research explores how consumers use ‘bucket-lists’ to construct life plans that shape identity relevant goals. We contend that
consumers use experience related goals to customize their temporal perspective in order to create a coherent self-narrative that
interlinks the past, present and future self.
15-F: Two Fates: The Motivational and Cognitive Effect of Mortality Salience on Variety-Seeking
Zhongqiang (Tak) Huang, Chinese University of Hong Kong, Hong Kong, China*
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
This research examines the cognitive and motivational effect of mortality salience in a domain of consumer behavior, namely, variety96
seeking of consumer products. One experiment provides initial evidence that cognitive priming of mortality salience increases varietyseeking while motivational priming leads to lower tendency to choose variety.
15-G: Remember the Bad? Goal Relevance, Valence, and the Encoding of Information in Consumer Decisions
Michael Hair, Georgia Tech, USA*
Samuel Bond, Georgia Tech, USA
Our research explores the effects of goal activation and framing on memory for positive and negative information in a consumer
decision setting. Findings of two studies reveal that encoding performance depends jointly on the valence of information and its
relevance to active consumption goals.
15-H: To Pursue or Not To Pursue: The Impact of Group Identification on Individual Goal Pursuit
Katina Kulow, University of South Carolina, USA
Thomas Kramer, University of South Carolina, USA
Kara Bentley, University of South Carolina, USA*
We examine the impact of group identification on individual goal pursuit. We show that when an interdependent (vs. independent)
group member highly identifies with its group, the vicarious goal fulfillment of the individual’s goals, resulting from the group’s
successes, will result in disengagement from continued individual goal pursuit.
16 Guilt, Ethics, & Morality
Curators: S. Adam Brasel, Boston College, USA
Ayelet Fishbach, University of Chicago, USA
16-A: Customer Effort and the Moral Self: An Examination in a Product Customization Context
Prakash Das, University of Calgary, Canada*
James Agarwal, University of Calgary, Canada
Little research has explored the symbolic aspects of customer effort and its relation to the moral self. In a product customization
context, we examine the relationship between customer effort and the moral self. It is found that effort expended influences judgments
when the moral self is activated. The moral self increases evaluations of both companies and the individual self when greater effort
(vs. less effort) is expended. It is suggested that effort expenditure can have symbolic implications for customers.
16-B: Sub-Ethical Choice Behavior: The Attraction Effect of Scarcity
Ashley Otto, University of Cincinnati, USA*
James Kellaris, University of Cincinnati, USA
Sub-ethical choice behavior is compromising one’s values or standards, selecting the inferior ethical alternative. Sub-ethical choices
are acceptable but not ideal, giving rise to the term sub-ethical rather than un-ethical. This research examines shelf-based scarcity and
finds it sways consumers' choice away from their ethical ideals in a retail setting.
16-C: Anti-Brand Movement: Politico-Cultural Resistance and Ethical Commitment
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Emre Ulusoy, University of Texas - Pan American, USA*
Anti-brand communities are an example of social movements that go beyond the political and cultural dichotomy by playing a
substantive role in the creation of alternative cultural venues for consumers to voice their oppositions and construct resistant identities
that extend into more generalized political venues for broader social change.
16-D: Consumers’ Perceived Counterfeit Detection: A Construct with Formative Measurement Nature and its Relevance to
Construct Validation
Jiayun (Gavin) Wu, Savannah State University, USA*
Xiaoqing Wu, University of Maryland, USA
Mei-Kuang Chen, University of Arizona, USA
In the context of deliberate counterfeit consumption, we theoretically justify the proposed construct of “consumers’ Perceived
Counterfeit Detection by important others” (PCD). We emphasize PCD’s formative measurement as opposed to its reflective
measurement nature; empirically demonstrate PCD’s existence according to our initial results; and describe its relevance to construct
validation and unethical behavior.
16-E: Influence of Personal Control and Environmental Cue on Consumer Cheating
Chenying (Claire) Tang, Arizona State University, USA*
Adriana Samper, Arizona State University, USA
Keisha M. Cutright, University of Pennsylvania, USA
Nathan D. Martin, Arizona State University, USA
We examine the effect of personal control on unethical consumer behaviors. We find that individuals feeling low (vs. high) control
are more likely to view unethical behaviors as acceptable (S1) and engage in cheating behaviors (S2). This is moderated by how
salient individuals perceive the opportunity of cheating to be.
16-F: Service Failures in Gift Orders: The Mediating Role of Guilt
Hua Chang, Drexel University, USA*
Guang-Xin Xie, University of Massachusetts Boston, USA*
This research examines consumers’ reactions to service failures from a psychological contract perspective. We find that consumers are
more dissatisfied with service failures in gift orders. We demonstrate that consumers’ perception of whether a promise is made
moderates the relationship. Consumers in the gift order condition reacted more negatively to service failures when sellers make an
explicit promise. Finally, we show the mediating effect of feelings of guilt.
16-G: The Effect of Guilt in the Service Recovery Paradox
Yin-Hui Cheng, National Taichung University of Education,Taiwan*
Shih-Chieh Chuang, National Chung Cheng University,Taiwan*
Po-Dong Huang, National Chung Cheng University,Taiwan*
Sui-Min Wang, National Chung Cheng University,Taiwan*
Our research explores the effect of “guilt”. The results of our experiments demonstrate that if customers are compensated for service
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failures by receiving better than anticipated service, they will commonly experience feelings of “guilt.”
17 Health Communication
Curators: Nidhi Agrawal, University of Washington, USA
Pierre Chandon, INSEAD, France
17-A: Eating Right, Exercising, and....Reading? The Effect of Reading about Health-Related Topics on the Internet
Ann E. McNeel, Baruch College, CUNY, USA*
Stephen J. Gould, Baruch College, CUNY, USA*
Reading a health-related article leads consumers to feel healthier. Frequent exercisers who read a health article were more likely than
those who read a history article to ironically choose a fashion sneaker over a fitness shoe. The research expands the notion of what
constitutes a health-promotion behavior leading to licensing.
17-B: Nutrition Information on Food Menu: Nutrition Involvement and Message Framing Effects
SoYeon Kwon, Purdue University, USA*
Sejin Ha, Purdue University, USA
What is an effective calorie labeling strategy that would help consumers to make a healthy food choice? To answer this question, this
study examined different ways of presenting calorie information of a combo meal. The extent to which it is moderated by nutrition
involvement is also examined.
17-C: The Role of Political Ideology in Reactions to Warning Labels
Mitchel Murdock, University of South Carolina, USA*
Caglar Irmak, University of Georgia, USA
James F. Thrasher, University of South Carolina, USA
This research investigates the role of political ideology in consumer reactions to warning labels and demonstrates that when the FDA
is associated with the warning label conservatives (but not liberals) decrease their intentions to quit smoking (Study 1) and increase
their purchase intentions of unhealthy foods (Study 2).
17-D: “Slim” Cigarettes and Consumer Inferences about Product Harmfulness
Timothy Dewhirst, University of Guelph, Canada*
Following the lead of Mick (2006) and the practice of transformative consumer research that aims to improve well-being and inform
policy, this study provides an interpretive analysis of the tobacco industry’s consumer research to examine whether the “slims”
cigarette product descriptor is likely to be misleading about the product’s harmfulness.
17-E: When Emotional Messages Are More Abstract: The Effects of Message Frame and Levels of Construal on Negative
Attitudes Towards Smoking
Marcia Herter, Reims Management School, France*
Adilson Borges, Reims Management School, France
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This paper examines the effects of message frame and levels of construal on negative attitudes towards smoking. We show that in
abstract construal, emotional (vs. rational) message frame increase negative attitudes towards smoking. However, when concrete
construal is activated, emotional and rational messages impact negative attitudes towards smoking similarly.
17-F: Natural Consumer
Maria Kniazeva, University of San Diego, USA*
To explore the concept of “natural consumer” I turn to the product that represents “the very substance of the natural world” (Wilk
2006) - drinking water. Narratives on the labels of bottled water inform the study. The research objective is to conceptualize the
natural way of living as taught by marketers.
17-G: Do Thoughts of Money Influence Peoples’ Health Risk Perceptions?
Johannes C. Bauer, University of St. Gallen, Switzerland*
Jochim Hansen, University of Salzburg, Austria
Vicki G. Morwitz, New York University, USA
This research contributes to the psychology of money by showing that merely thinking of money can influence peoples’ health risk
perceptions. We provide an emotional account for why thoughts of money make people feel more optimistic about health risks and
identify boundary conditions for the effects of money priming.
17-H: Details to Spare: The Effects of Product Risk Disclosure on Consumer Evaluations of Brands and Product Manufacturers
Cassandra Davis, University of Arkansas, USA*
We find that the social contract between consumers and manufacturers is impaired when manufacturers provide inadequate product
risk disclosure but that manufacturers receive little reward for copious risk disclosure. We also find that brand perceptions are
negatively affected by the inclusion of product risk disclosure. Evoked fear mediates these relationships.
18 Hedonic Consumption
Curators: Uzma Khan, Stanford University, USA
Raj Raghunathan, University of Texas at Austin, USA
18-A: Consumer Experience with Augmented Reality at Brands’ Events
Ana Javornik, Università della Svizzera Italiana, Switzerland*
Andreina Mandelli, SDA Bocconi, Italy
Increasingly popular marketing communication tool of augmented reality has been so far limitedly investigated. This exploratory
study assesses the appropriateness of the variables of interactivity, telepresence and vividness for evaluating the customer experience
with augmented reality at brands’ events. For this purpose, semi-structured interviews with practitioners and academics are conducted.
18-B: Online Ordering for Healthier Eating: A Field Experiment
Eric VanEpps, Carnegie Mellon University, USA*
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Julie Downs, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA
Using an original internet-based food ordering system implemented in a field setting with office workers, we experimentally test the
conditions under which consumers can be nudged to order healthier (i.e., lower calorie) lunches by tracking the orders of individuals
over multiple weeks.
18-C: Tastes like Freedom: Perceived Choice Improves Taste
Aner Tal, Cornell University, USA*
Across three studies, we demonstrate that consumers rate foods as tastier when given the feeling of free choice. Choice enhances
experience even when it is enacted not with the tasted food itself, and when no choice at all is given but rather a false feeling of
customization.
18-D: Examining Consumers’ Intentions to Purchase Luxury Goods and Counterfeits
Kuang-peng Hung, Ming Chuan University, Taiwan
Annie Chen, University of Westminster, UK*
Norman Peng, University of Westminster, UK
This study examines the factors that influence consumers’ intention to purchase luxury goods and counterfeits. Findings confirm
product quality, value-expressive attitudes, and social-adjustive attitudes will have significant impact on consumers’ purchase
intention. Furthermore, status-consciousness can moderate the relationship between social-adjustive attitudes and purchase intention.
18-E: But I Don't Wanna! How Group Fun Can Increase Consumers' Motivation for the Un-enjoyable
Stefanie M. Tignor, Northeastern University, USA*
Paul W. Fombelle, Northeastern University, USA
Nancy J. Sirianni, Northeastern University, USA
Two studies demonstrate how the co-creation of fun may be used to motivate consumers to engage in exercise, and the ways in which
fun can impact health and well-being. We show that fun is associated with higher levels of self- and group efficacy, which in turn can
increase intrinsic motivation.
18-F: Jewelry and Clothing Only, Please! Happiness from Material Object Gifts Greater than Happiness from Experiential Gifts
Christopher Ling, University of South Carolina, USA*
Thomas Kramer, University of South Carolina, USA*
We examine recipient (self vs. other) as moderator of the effect of chosen option on happiness, finding that consumers associate
greater happiness with experiential vs. material objects bought for themselves; however, these results reverse when receiving from
others: in this context happiness is greater for material than experiential objects.
18-G: The Effect of Anticipated Future Consumption Amount on Food Consumption Experience
Hua (Olivia) Lian, University of Alberta, Canada*
Jennifer Argo, University of Alberta, Canada
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Gerald Häubl, University of Alberta, Canada
This research examines how people’s food consumption experiences are affected by the amount of food they anticipate consuming.
Controlling for the actual consumption amount, we found that participants enjoyed the eating experience more when they had
anticipated consuming a smaller (vs. a larger) amount of food.
18-H: Compulsive Collecting: Conceptualization and Measurement
Monika Kukar-Kinney, University of Richmond, USA*
Nancy Ridgway, University of Richmond, USA*
Although there is much research on the topic of collecting, no attempt to separate collecting from compulsive collecting has been
made. In this research, we conceptualize and develop a measure of compulsive collecting. The research offers important theoretical
and empirical contributions as well as public policy implications.
19 Individual Differences
Curators: Donnel Briley, University of Sydney, Australia
Deborah Roedder-John, University of Minnesota, USA
19-A: Coping vs. Enhancement Motives of Compulsive Buying and Subtyping of Compulsive Buyers
Sunghwan Yi, University of Guelph, Canada*
Roisin O'Connor, Concordia University, Canada
We assessed the heterogeneity of compulsive buyers (CB) based on affective motives of buying: coping and enhancement motives.
Latent profile analysis identified three clusters of CB: high coping CB, moderate coping/enhancement CB, and low
coping/enhancement buyers. High coping CB cluster had significantly more serious CB problems than the other clusters.
19-B: Consumers’ Need for Prestige: Scale Development
Friederike Blum, University of Bayreuth, Germany*
Stefan Hampel, University of Bayreuth, Germany
Hajo Hippner, University of Bayreuth, Germany
The need for prestige is deeply anchored in everyday social life. This research details the development of the “Consumers’ Need for
Prestige” scale designed to measure individual differences in aspiring prestige. The 21-item CNFP scale consisting of the impression
oriented, social-approval, and impressible dimensions demonstrate reliability, convergent, discriminant, and nomological validity.
19-C: Physical Activity and Food Consumption: The Moderating Role of Dieting Tendency
Chiu-chi Angela Chang, Central Michigan University, USA*
Ying-ching Lin, National Sun Yat-sen University, Taiwan*
Shu-Fang Cheng, National Dong Hwa University, Taiwan
This research examines the impact of physical activity on dieters’ and nondieters’ food consumption. The empirical findings show that
only dieters’ food consumption and choice are significantly affected by physical activity, which is construed as an entitlement
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justification. Framing physical activity as fun (vs. work) reverses dieters’ food compensation.
19-D: Motivation Matters: Choice Confidence as a Function of Information Diagnosticity and NFCC
Demetra Andrews, IU Northwest, USA*
Marketplace information plays a key role in generating consumer confidence. However, consumers do not respond uniformly to
encountered information. This research demonstrates how Need for Cognitive Closure, a dispositional factor that alters information
processing, moderates the relationship between information diagnosticity and choice confidence.
19-E: Exploring the Psychological Mechanism Behind Exclusionary Reactions to Foreign Companies: The Questions of Who and
Why
Shirley Y. Y. Cheng, Hong Kong Baptist University, Hong Kong, China*
Melody M. Chao, Hong Kong University of Science and Technology, Hong Kong, China
Franki Kung, University of Waterloo, Canada
Jessica Y. Y. Kwong, Chinese University of Hong Kong, Hong Kong, China
Two studies show that international conflict events lead to exclusionary reactions toward foreign companies only among consumers
with high social essentialism. This contributes to the animosity literature by showing the social-cognitive underpinning of animosity
and contributes to ongoing debate in social psychology as on whether essentialist belief influences intergroup relations.
19-F: Will Future Orientation Make People Socially Expansive?
Haejoo Han, Yonsei University, Republic of Korea*
Heeyoung Yoon, Yonsei University, Republic of Korea*
Kyoungmi Lee, Seoul National University, Republic of Korea
Across two experiments, we find that future orientation can influence the extent to which consumers would like to expand their social
networks. This research suggests that both individual differences in future orientation and the temporally activated future focus can
make consumers socially expansive, and the regulatory focus moderates this effect.
19-G: The Right Shade of Green: The Effect of Sustainability Utility on Consumer Product Evaluations
Yoon-Na Cho, Villanova University, USA*
Robin L. Soster, University of Arkansas, USA
We demonstrate the effect of perceived sustainability (dis)utility based on consumers’ category-level sustainability expectations,
which influence consumer evaluations of brands within the category. Our findings also reveal that these effects arise independent of 1)
a consumer’s tendency to self-enhance and 2) perceived consumer effectiveness.
19-H: Omission Bias in the Marketplace: The Moderating Role of Experience on Consumer Trust Perceptions for Brands and
Agents
Jungim Mun, SUNY at Buffalo, USA*
Michael Wiles, Arizona State University, USA
Charles D. Lindsey, SUNY at Buffalo, USA
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Two types of marketplace behaviors may result in harm to consumers. Commissions are harmful actions such as inaccurately
reporting important marketplace information, whereas omissions are harmful inactions such as failing to report important marketplace
information. The current research integrates procedural justice theory and attribution theory to predict that for harmful omissions,
experienced marketplace actors (e.g., brands, salespersons) will suffer greater decreases in trust perceptions than inexperienced
marketplace actors. In contrast, for harmful commissions, actor experience is predicted to have no influence on decreases in trust
perceptions.
20 Judgment & Decision Making
Curators: David Gal, Northwestern University, USA
Ryan Hamilton, Emory University, USA
Joachim Vosgerau, Tilburg University, The Netherlands
20-A: Lost and Found: the Conversion of Gains and Losses on Consumers’ Decision Making
Yan Meng, Baruch College, CUNY, USA*
Stephen J. Gould, Baruch College, CUNY, USA
People tend to add value to rediscovered objects, which were once lost, because they convert the degree of pain when losing the
objects to the degree of pleasure when finding the objects again. The conversion between mental accounts of gains and losses
influences consumers’ likelihood of purchasing a product.
20-B: Luck and the Endowment Effect: A Context of Application of the “Possession-Self Link"
Yan Meng, Baruch College, CUNY, USA*
Ana Valenzuela, Baruch College, CUNY, USA/Universitat Pompeu Fabra, Spain
Three studies show that the possession-self link is strengthened through “good luck” associations. A strengthened link results in a
product being perceived as having a higher value, which lowers the willingness to trade the product for money and impacts the
endowment effect.
20-C: New ‘Thinking’ about Optimal Consumer Decision Making
Jonathan Hasford, University of Nevada, USA*
David Hardesty, University of Kentucky, USA
Blair Kidwell, Ohio State University, USA
A new theoretical perspective that reexamines how consumers should think before making decisions and the optimal outcomes that
result is developed here. This research suggests that consumers should think more about routine choices, use intuition for occasional
purchases, and use unconscious thought for major purchases.
20-D: When Why=Short Duration and How=Long Duration: The Moderating Role of Task Complexity
Rafay Siddiqui, University of South Carolina, USA*
Frank May, University of South Carolina, USA
Ashwani Monga, University of South Carolina, USA
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Research has shown that when individuals estimate the time it would take to complete a task, thinking in a ‘why’ vs. ‘how’ mindset
leads to longer estimates. We show that when a task is complex, the reverse occurs, that is ‘how’ vs. ‘why’ thinkers perceive task
duration to be longer.
20-E: The Influence of Relative and Absolute Differences on Judgments
Dan Schley, Ohio State University, USA*
Ellen Peters, Ohio State University, USA
We demonstrate that, contrary to previous research on proportion dominance, consumers appear substantially more sensitive to
absolute differences than to relative differences. These findings were robust across manipulations and both between- and withinparticipant. Furthermore, the current research demonstrates that consumers have limited attention available, attending to relative or
absolute differences.
20-F: Does 8 of 10 Equal 80 of 100? The Scale Magnitude Effect on Singular Option Evaluation
Tao Tao, Chinese University of Hong Kong, Hong Kong, China*
Yuhuang Zheng, Tsinghua University, China
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
Liangyan Wang, Shanghai Jiao Tong University, China
This research extends the scale magnitude effect from option comparisons to singular option evaluation. In three studies, we
demonstrate that at high percentage levels, “not get” part of the score is focused; therefore large scale magnitude decreases evaluation.
Further, regulatory focus moderates the valance of the scale magnitude effect.
20-G: The Relationship of Perceived Knowledge With Perceived Risk: An Exploratory Study
Jacqueline Eastman, Georgia Southern University, USA*
Lindsay R. L. Larson, Georgia Southern University, USA*
Tyler Meharg, Georgia Southern University, USA
This research explores the relationship between perceived risk and perceived knowledge in the financial investment domain. This will
be accomplished through a 2 x 2 experiment comparing levels of knowledge with levels of risk to determine the impact on choice of
portfolio in setting up a retirement investment plan.
20-H: Effect of Nicotine Consumption on Risk Taking: A Study of Gambling Behavior
Richard Yalch, Foster School, University of Washington, USA*
Shaun Maurer, Foster School, University of Washington, USA
Maria French, Foster School, University of Washington, USA
Ryan Rathbone, Foster School, University of Washington, USA
Research has established a high association between cigarette smoking and risky behaviors such as reckless driving but has not
demonstrated causality via a true experiment. Individuals intercepted immediately before or after consuming a cigarette gambled for
real money. The results show that nicotine consumption increases risk taking.
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21 Persuasion & Persuasion Knowledge
Curators: S. Adam Brasel, Boston College, USA
Jaideep Sengupta, Hong Kong University of Science and Technology, Hong Kong, China
21-A: Spokespeople in Comparative Advertising: The Role of Spokesperson Type and Comparison Type
Sumitra Auschaitrakul, McGill University, Canada*
Ashesh Mukherjee, McGill University, Canada
Prior work suggests that using non-firm spokespeople, compared to firm spokespeople, is likely to increase the persuasiveness of
advertising. We hypothesize that comparison type can moderate this effect, such that non-firm spokespeople are more persuasive in
case of factual comparisons, but this effect is attenuated in case of evaluative comparisons.
21-B: Risk Communication Under Positive Mood: The Impact of Message Framing and Goal Claim on Public Safety Persuasion
Sidney Su Han, University of Guelph, Canada*
Karen Gough (Finlay), University of Guelph, Canada
Lefa Teng, University of Guelph, Canada
Positive mood impacts individual’s response to risk information. Therefore, some traditional message strategies may not work well for
public safety persuasion in positive mood. To bridge this gap, the current research examined the effects of two strategies (message
framing and goal claim) on risk communication effectiveness under positive mood.
21-C: The Persuasion Mindset: The Effect of Persuasion on the Persuader
Chris Summers, Ohio State University, USA*
Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA
Little is known about the effect of persuasion on the persuader. We argue that in striving to persuade someone else to like a target
object, consumers adopt a “persuasion mindset,” which results in more extreme evaluations of the target object, increased confidence
in evaluations, and an openness to persuasion by others.
21-D: Straight from the Horse’s Mouth: When Disadvantaged Brand Determination Improves Brand Evaluations
Ali Tezer, Concordia University, Canada*
Bianca Grohmann, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
We demonstrate that brand’s passion and determination, communicated by underdog brand biography, compared to topdog brand
biography (Paharia et al. 2011), lead to higher purchase intentions when the brand is the information source. The positive effect of
underdog brand biography disappears when the biography is learned from an independent source.
21-E: Brand Transgressions and Consumers’ Deliberate Self-Persuasion
Wonkyong Beth Lee, Western University, USA*
This paper explores whether consumers engage in deliberate self-persuasion when their beloved brands commit transgressions. It
reveals when people have strong brand relationships, they use self-directed, intentional attitude change. It includes tactics to
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reinterpret undesired elements of the brands and to inhibit undesired elements of the brands out of awareness.
21-F: "Meaning Similar" Wins, "Looking Similar" Loses? The Effect of Perceptual Similarity and Conceptual Similarity on
Consumers' Perceptions of Copycat Brand Names
Yao Qin, City University of Hong Kong, Hong Kong, China*
Na (Amy) Wen, City University of Hong Kong, Hong Kong, China
Wenyu Dou, City University of Hong Kong, Hong Kong, China
Lan Xu, Wuhan University, China
We investigate how Chinese consumers react to perceptually similar and conceptually similar brand names(in Chinese).Two
experimental studies test the relationship between perceptual similarity and conceptual similarity on brand confusion and brand
attitude. Results indicate that the effects were due to consumers’ attributions about the perceived sincerity in adopting copycat brand
names.
21-G: The Impact of Regulatory (Non) Fit and Task Difficulty on Consumer’s Subsequent Evaluations
Mariana Monfort, Federal University of Parana, Brazil
Danielle Mantovani, Federal University of Parana, Brazil*
Paulo Prado, Federal University of Parana, Brazil
Juan José Camou Viacava, Federal University of Parana, Brazil
Based on the regulatory fit phenomenon, the authors investigate the impact of regulatory fit and task difficulty on consumer’s
subsequent evaluations. Results from two experiments demonstrate that under low difficult tasks, the regulatory fit holds true, but
under a difficult task condition, this effect no longer exists.
21-H: Mindless Resistance to Persuasion: When Low Self-Control Decreases Yielding to Social Influence
Loes Janssen, Radboud University, The Netherlands*
Bob M. Fennis, University of Groningen, The Netherlands
The present research challenges the prevailing view that resistance to persuasion is more likely to succeed when resources for active
self-regulation are high, rather than low. Three experiments demonstrate that low self-control may actually facilitate, rather than
hinder, resistance to persuasion when the influence context contains salient resistance-promoting heuristics.
22 Preference & Choice
Curators: David Gal, Northwestern University, USA
Ryan Hamilton, Emory University, USA
Joachim Vosgerau, Tilburg University, The Netherlands
22-A: The Power to Know What You Want: How Power Influences Preference Consistency
Bella Rozenkrants, Stanford University, USA*
Daniella Kupor, Stanford University, USA
Andrea Weihrauch, Friederich-Alexander University Erlangen-Nuremberg, Germany
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
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We hypothesize that power increases preference consistency. In three experiments, we show that power increase reliance on internal
preferences compared to external cues, that power increases consistency between preferred product features and choices, and that
power decreases transitivity violations. Future directions, theoretical implications, and practical implications are discussed.
22-B: How Suspicion Can Lead to Suboptimal Consumer Choices
Julie Verstraeten, Ghent University, Belgium*
Tina Tessitore, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
This paper shows that suspicion affects subsequent, unrelated consumer choices. Contrary to its effect on related choices, suspicion
renders unrelated choices suboptimal, leading suspicious consumers to choose more vices over virtues than their non-suspicious
counterparts. Cognitive load explains these counter-intuitive findings.
22-C: The Delboeuf Illusion in Food Portion Judgments by Chimpanzees (Pan troglodytes)
Audrey Parrish, Georgia State University, USA*
Michael Beran, Georgia State University, USA
Chimpanzees preferred choosing same-sized and smaller food portions that were presented on a smaller plate over equal or larger food
portions presented on a larger plate. These biases can be attributed to the Delboeuf Illusion which previously had only been
demonstrated in portion estimation and consumption behavior in humans.
22-D: Scarab Beetles among the Sheep and Goats: Some Choices are Just Meant to be Made
Thomas Kramer, University of South Carolina, USA
Caglar Irmak, University of Georgia, USA
Cristobal Barra, University of South Carolina, USA*
Adding to literatures on irrational beliefs and meaningful coincidences, we introduce synchronicity to consumer research and develop
consumers’ belief in signs as a moderator. Importantly, we show congruence between synchronous events is unnecessary for events to
become meaningful signs for consumers motivated to construct meaning out of the synchronous events.
22-E: Manipulate Attributions to Improve Satisfaction for Nonconscious Self-discrepant Behaviors
Yanghong Hu, Hong Kong Baptist University, Hong Kong, China*
Nan Cui, Wuhan University, China*
Lan Xu, Wuhan University, China*
Individuals with interdependent self construal who are nonconsciously activated by variety-seeking goals are more satisfied with selfdiscrepant variety-seeking behaviors than those consciously activated after they realize their self-discrepant behaviors. Whether an
accessible external attribution exists also impacts satisfaction. Perceived self determination fully mediates the relationship between
attribution and satisfaction.
22-F: Powerful People Think Differently: Power and Reliance on Associative Knowledge in Consumption Contexts
Hendrik Slabbinck, Ghent University, Belgium*
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Mario Pandelaere, Ghent University, Belgium
We provide deeper insights into the knowledge structures on which powerful and powerless consumers rely on when making
judgments and decisions. To do so, we make a distinction between associative (i.e. implicit) and propositional (i.e. explicit)
knowledge and posit that powerful people rely more heavily on associative knowledge than powerless people.
22-G: Temporal Distance and Consumer Preference for Hedonic and Functional Attributes
Nai-Hwa Lien, National Taiwan University, Taiwan*
Yi-Ling Chen, National Taiwan University, Taiwan
This research investigates (1) whether the preference for hedonic vs. functional product attributes change as temporal distance
increases; (2) the moderating role of processing goal on temporal distance effect. Results of three experiments support our hypotheses
and indicate the hedonic attribute is a high level construal and functional attribute is low-level.
22-H: The Role of Impulsiveness in Consumers’ Choice: Impulsive Behavior can be Economically Rational
Angelos Stamos, Katholieke University Leuven, Belgium*
Sabrina Bruyneel, Katholieke University Leuven, Belgium
Bram De Rock, Katholieke University Leuven, Belgium
Laurens Cherchye, Katholieke University Leuven, Belgium
Siegfried Dewitte, Katholieke University Leuven, Belgium
We investigate the economic rationality of consumers acting on impulse. In two studies we manipulate impulsiveness and we assess
the rationality of consumers’ choice. Using state-of-the art elicitation methods, we find that impulsiveness does not have an impact on
economic rationality, though it does impact choice.
23 Pricing & Promotion
Curators: Jeff Inman, University of Pittsburgh, USA
Manoj Thomas, Cornell University, USA
Luc Wathieu, Georgetown University, USA
23-A: Affect in the Selection of Reference Prices
Alexander DePaoli, Stanford University, USA*
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
Factors influencing the selection or generation of consumers' reference prices are of great theoretical and practical importance. We
argue that positive affect makes consumers more likely to select an environmentally available cue as a reference price, whereas
negative affect makes them more likely to generate a reference price from memory.
23-B: Not All Anchors Weigh the Same: Anchoring and Framing Effects in Pay-What-You-Want Pricing
Catherine Armstrong Soule, University of Oregon, USA*
Robert Madrigal, University of Oregon, USA
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The current research explores anchoring and framing effects of external reference prices (ERPs) on Pay-What-You-Want (PWYW)
payments. Two studies demonstrate that ERPs provide normative information that has anchoring effects on voluntary payments.
However, frames activating different types of norms can cause identical nominal information to have differential effects on payments.
23-C: A Competition among New Methods for Eliciting Probability Distributions
David Rothschild, Microsoft Research*
Daniel G. Goldstein, Microsoft Research, USA
Florian Teschner, Karlsruhe Institute of Technology, Germany
We compare the traditional method of eliciting probability distributions from laypeople with seven graphically-oriented interfaces.
The most complicated of the graphical interfaces take less time than the traditional method, but produce more accurate results on both
the individual and aggregate-level. Learning lowers the effort level for these complicated graphical interfaces.
23-D: What is the Best Strategy to Track the Price of Your Shopping Basket?
Tatiana Sokolova, HEC Paris, France*
Marc Vanhuele, HEC Paris, France
What are the best computational strategies to track the total price of a shopping basket? Van Ittersum et al. found that people choosing
the most accurate strategy did worse. We made the comparison in a field study and find that the most accurate and effortful strategy
dominates simplification strategies.
23-E: The Effects of Math Anxiety on Consumers’ Perceptions of Sales Promotions
Fei L. Weisstein, University of Texas - Pan American, USA
Xi Wang, The University of Texas - Pan American, USA*
This paper examines whether consumers’ levels of math anxiety influence their perceptions of various sales promotions. Our study
shows that consumers with high math anxiety prefer simplified non-monetary promotion that involved no arithmetic calculation while
consumers with low math anxiety prefer discount monetary promotion.
23-F: The Effect of Price Promotion Patterns on Consumers’ Use of an Expected Price as a Reference Price
Atul Kulkarni, University of Missouri, USA*
Kent Monroe, University of Illinois at Urbana-Champaign/University of Richmond, USA
Findings from two studies suggest that the use of the expected prices as a reference for price judgments (i) has a positive, non-linear
relationship with the frequency of price promotions, and (ii) is higher when spacing between two consecutive price promotions is
random, as compared to consistent.
23-G: Framing and Sales Promotions: Is Gas Scarce?
Mazen Jaber, Saginaw Valley State University, USA*
Kylie Goggins, Saginaw Valley State University, USA
Manufacturers routinely use sales-promotions to encourage purchases by consumers. This paper focuses on how the framing of such
promotions affects consumers’ perceptions of offer attractiveness and purchase intentions. We compare consumer responses to instant
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savings framed as a dollar discount, a gasoline gift-card, and a monetary discount framed as non-monetary.
23-H: The Effectiveness of Groupon Promotion vs. Coupon Promotion: From the Consumer’s Perspective
Jun Pang, Renmin University of China, China*
Peter Popkowski Leszczyc, University of Alberta, Canada
Kanliang Wang, Renmin University of China, China
This research identifies the unique features of groupons and compares their promotion effectiveness with that of coupons from a
multifaceted perspective. Using a field experiment, we demonstrate the relative advantages of groupon promotion and investigate the
consumer consequences of its unique features to explain the underlying mechanisms.
24 Product Innovation & Customization
Curators: Amna Kirmani, University of Maryland, USA
Debora V. Thompson, Georgetown University, USA
24-A: Pioneering Advantage Revisited: The Moderating Roles of Form and Function in Consumer’s Evaluation of the Follower’s
New Product
Sangwon Lee, Ball State University, USA*
In this paper, the moderating roles of form and function of the new products to nullify pioneers advantage are examined. Results from
the experimental study demonstrate that depending on the functionality level and form similarity, new product launch strategy needs
to be different.
24-B: The Legitimation of Illicit Products through Design
Aimee Huff, Oregon State University, USA*
Sarah Wilner, Wilfred Laurier University, Canada*
An emergent generation of sex toys has redefined and destabilized this historically illicit product category with striking aesthetic
improvements. We explore the process of legitimization by examining discourse about sex toys in popular media that both lead and
reflect this transformation, and construct a semiotic square to structure our analysis.
24-C: Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth
Adrian Peretz, Oslo School of Management, Norway*
Lars Erling Olsen, Oslo School of Management, Norway
Brand managers often identify growth categories that lie beyond the reach of their current brands. This paper provides initial evidence
for the viability of using intermediate brand extensions to shape parent brand associations in order to bridge the gap between an
existing brand and an attractive, but distant extension category.
24-D: Are You One of Us? Regaining Online Credibility through Collaborative Product Development
Laurel Aynne Cook, University of Arkansas, USA*
Ronn J. Smith, University of Arkansas, USA
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The knowledge of a product’s collaborative development is explored (Study 1) and experimentally tested (Studies 2 and 3) to
determine differences in multiple measures of trust and source credibility regarding toy companies. Using three samples of adult
parents, the results have important implications regarding brand and product discourse between consumers.
24-E: Exploring the Impact of Product Design Characteristics on Sales
Utku Akkoç, University of Alberta, Canada*
Robert Fisher, University of Alberta, Canada
Drawing upon longitudinal data from the U.S. auto market between 1984 and 2003, we demonstrate how product aesthetics have
played a role in customers’ preferences. Our study contributes to the limited literature on the impact of design elements on consumer
behavior and has important implications for new product development teams.
24-F: Core vs. Peripheral Innovations: The Effect of Innovation Locus on Consumer Adoption of New Products
Zhenfeng Ma, Wilfrid Laurier University, Canada*
Tripat Gill, Wilfrid Laurier University, Canada*
Annie (Ying) Jiang, University of Ontario Institute of Technology, Canada*
Innovation locus refers to the place in the product system – the core vs. the peripheral - where innovations occur. We show that when
an innovation is really new, situating the innovation on the peripheral (vs. core) component results in a higher adoption intention,
owing to a risk-localization mechanism.
24-G: “Me” Likes Expert Reviews and “We” Like Consumer Reviews: Moderating of Product Newness
Zhiyong Yang, University of Texas at Arlington, USA*
Narayan Janakiraman, University of Texas at Arlington, USA
Zhenfeng Ma, Wilfrid Laurier University, Canada
Ritesh Saini, University of Texas at Arlington, USA
Two studies show that when product is new, customer review is more effective for the interdependents (vs. independents), whereas
expert review is more effective for the independents (vs. interdependents). When product is not new, the opposite pattern occurs. This
is because perceived efficacy of information is shifted by product newness.
24-H: Sequential Overchoice in Product Customization
Michael Dorn, University of Bern, Switzerland*
Adrian Brügger, University of Bern, Switzerland
Claude Messner, University of Bern, Switzerland
The present study demonstrates how consumers can suffer from sequential overchoice. Customizing a tailor-made suit from
combined-attribute choices (e.g., deciding on color and fabric in combination) leads to less satisfaction, more information overload,
and less additional consumption than customizing it from single-attribute choices (e.g., deciding on color, then on fabric).
25 Self-Control & Self-Regulation
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Curators: Ayelet Fishbach, University of Chicago, USA
Kathleen Vohs, University of Minnesota, USA
25-A: Does Bitter Taste Make You Perform Better in Self-Control?
Chun-Ming Yang, Ming Chuan University, Taiwan*
Xiaoyu Zhou, Peking University, China
In the present study, two experiments demonstrate that experiencing bitter taste may lead to better self-control performance; however,
this effect exists only for participants with high BTP. For those with low BTP, bitterness experiences lead to decreased overall
performance. Self-control goal mediates the relationship.
25-B: Jujutsu For Compulsive Buyers: Arousal in Shopping Situations Can be Used to Strengthen Self-Control
Benjamin G. Serfas, University of Vienna, Austria*
Oliver B. Büttner, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
This research examines affective processes that underlie compulsive buying and how they can be used for interventions that strengthen
self-control. The results show that compulsive buyers experience stronger arousal in shopping situations. Implementation intentions
with affective arousal as critical cue helped compulsive buyers to focus their attention.
25-C: Can "Sharing the Guilt" License Indulgence?
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA*
Thomas Kramer, University of South Carolina, USA
We suggest that consumers may be more likely to indulge when they share experiences with others (e.g., with friends), rather than
indulging alone. Results of two studies show that in shared (vs. lone) consumption situations, consumers tend to feel less guilty to
indulge, since both indulgence and guilt are shared.
25-D: Focus on Your Feelings - But the Right Ones: Insights on the Processes of Ego Depletion
Nina Belei, Radboud University Nijmegen, The Netherlands*
Claudia Jasmand, Imperial College London, UK
Brian Sternthal, Northwestern University, USA
This research examines the role of feelings in stimulating vs. eliminating the depletion effect. We demonstrate the differential effects
of feelings signaling a need to spend less additional resources (e.g., fatigue) vs. more additional resources (e.g., hunger) on depleted
consumers’ self-regulatory behavior.
25-E: Thanks but No Thanks: the Impact of Gratitude on Consumer Self-Regulation
Marina Carnevale, Fordham University, USA*
Stephen J. Gould, Baruch College, CUNY, USA
Rania W. Semaan, American University of Sharjah, UAE
Despite the plethora of beliefs about the beneficial effects of gratitude, very little evidence exists supporting a cause-effect relationship
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between gratitude and individuals’ well-being. In this research we aim at addressing this gap in literature by exploring how gratitude
can directly impact individuals’ own well-being and preferences.
25-F: The Darkness Effect: The Effect of Lighting Conditions on Self-Control
Jorge Pena Marin, University of Texas at San Antonio, USA*
Ashley Rae, University of Texas at San Antonio, USA
L. J. Shrum, HEC Paris, France
The current research examines whether ambient lighting (brighter vs. darker) impacts self-control. Two studies showed that
participants who completed the study in darker conditions ate more indulgent snacks (cookies, M&Ms) than did those in lighter
conditions. Potential underlying mechanisms for this effect are discussed.
25-G: Helen of Troy? The Effect of Sexy Stimuli on Male’s Self-Control in Task Performance
Chen Rui, Tsinghua University, China*
Zheng Yuhuang, Tsinghua University, China
Juliet Zhu, CKGSB, China
Traditional proverbs and previous research suggest that sexy stimuli lower male’s self-control. This research argues and shows the
opposite. Results of four studies showed that sexy stimuli increased male’s self-control in task performance, and this effect was
mediated and moderated by their showing off motivation.
25-H: Working Against the Clock: Predicting Responses to Deadline Goal Failure
Yael Zemack-Rugar, Virginia Tech, USA
Canan Corus, Pace University, USA
Rebecca Rabino, Virginia Tech, USA*
David Brinberg, Virginia Tech, USA
We examine consumer responses to deadline goal failure by developing and validating a new domain-specific scale (Studies 1 and 2)
which predicts responses to real-life (academic) deadline-goal failure (Study 3). We consolidate previous contradicting findings on
goal setting and goal failure by using our scale as a new moderator.
26 Self Concept & Group Identity
Curators: Jennifer Argo, University of Alberta, Canada
Vladas Griskevicius, University of Minnesota, USA
L. J. Shrum, HEC Paris, France
26-A: “But What do I Know?” Metacognitive Processes of Those with Low Self-Esteem
Stephanie Lin, Stanford Graduate School of Business, USA*
S. Christian Wheeler, Stanford Graduate School of Business, USA
Zakary L. Tormala, Stanford University, USA
Do people with low self-esteem (LSEs) have distinct metacognitive experiences? A pilot study suggests that LSEs do not trust their
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thoughts. Studies show that LSEs do not depend on their thoughts as much as HSEs to form attitudes, and become less polarized in
attitudes after thinking about them.
26-B: “Our” Past Gives “Me” a Better Future: The Influence of Collective Nostalgic Consumption on Future Perceptions
Canice M.C. Kwan, Chinese University of Hong Kong, Hong Kong, China*
Shirley Y. Y. Cheng, Hong Kong Baptist University, Hong Kong, China
Alex S. L. Tsang, Hong Kong Baptist University, Hong Kong, China
This paper has identified one important difference between personal and collective nostalgic consumption, suggesting that consumers
perceive their future as better after engaging in collective nostalgic consumption. Our findings provided support for our proposed
effect not resulting from common cognitive effects (e.g., spillover effect, contrast effect) per se.
26-C: Increasing Customer Compliance in Services: The Relative Importance of the Actual and the Ideal Self
Shuqin Wei, Southern Illinois University, USA
Tyson Ang, Southern Illinois University, USA*
Many long-term services require customers to comply with the service provider’s instructions when outside of the service facility. We
investigate how self-congruence influences compliance. We find that actual self-congruence leads to more compliance than ideal selfcongruence. We investigate the mediating role of planning and identify a moderator (units vs. numbers).
26-D: "People" Can be Better Than “You”: The Moderating Role of Regulatory Focus on Self-Referencing Effect
Seungae Lee, University of Texas at Austin, USA
Soyoung Lee, University of Texas at Austin, USA*
This paper examines the role of regulatory focus of messages in explaining the self-reference effect. It was hypothesized preventionfocused messages would facilitate biased message elaboration while promotion-focused messages would facilitate unbiased message
elaboration. The results of study would explain contradicting results of the self-reference effect in prior literature.
26-E: "I Can't Stand My Team, but I Can't Live Without It": Ambivalence Among Highly Identified Sports Fans
Frank Pons, Université Laval, Canada
Marilyn Giroux, Concordia University, Canada*
Mehdi Mourali, University of Calgary, Canada
André Richelieu, Université Laval, Canada
The authors conducted in-depth interviews with highly ambivalent fans that were very critical about the team they support. This study
aims at better understanding the mechanisms that explain their behaviors. Another goal is to provide a typology of these fans using
their rationale and motives to adopt such behaviours.
26-F: Examining the Predictors of Sports Team Attachment
Andrew Bennington, University of Minnesota, USA*
Aaron M. Sackett, University of St. Thomas, USA
A better understanding of the causes and consequences of sports team attachment may have positive implications for strengthening
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brand loyalty. In this series of studies, we sought to examine the relationship between sports fanaticism and several potential factors
including the illusion of control, nostalgia, and need for belonging.
26-G: Effects of Perceived Other’s Satisfaction and the Role of the Interdependent Self in Group Service Consumption
Koji Matsushita, Chuo University, Japan*
Akito Nakamura, Fukushima University, Japan
Haruko Tsuchihashi, Aoyama Gakuin University, Japan
Kaichi Saito, Meiji Gakuin University, Japan
This study on group service consumption suggests that Perceived Other’s Satisfaction (POS) directly influences both Customer
Satisfaction (CS) and repeat intention. The Interdependent Self-construal (IS) moderates the relationship between POS and repeat
intention. We propose an unexplored antecedent of CS in intimate group consumption and identify a promising new area of crosscultural service research.
26-H: Community, Identity and Sharing through Bike Paths
Hillary Leonard, University of Rhode Island, USA*
Gema Vinuales, University of Rhode Island, USA
Understanding how collective consumers make sense of public goods offers the opportunity to expand our knowledge of community,
identity, and willingness to engage in prosocial behaviors. This study aims to expand this knowledge through the examination of
collective consumption, or the sharing of bike paths.
27 Sensory Marketing & Perception
Curators: Josh Ackerman, Massachusetts Institute of Technology, USA
Aradhna Krishna, University of Michigan, USA
Meng Zhang, Chinese University of Hong Kong, Hong Kong, China
27-A: Imagine Yourself in Use: Measuring the Construct of Consumption Vision
Mark Yi-Cheon Yim, Canisius College, USA*
Paul Sauer, Canisius College, USA
In spite of its importance, the consumption vision construct has seen limited adoption in identification of effective marketing
communications. The current study aims to clarify this construct and present a measurement tool for researchers and practitioners.
27-B: Symmetrical Logos Can Harm Brand Equity: The Interactive Effect of Logo Design and Brand Personality on Brand
Valuation
Jonathan Luffarelli, IE Business School - IE University, Spain*
Antonios Stamatogiannakis, IE Business School - IE University, Spain*
Haiyang Yang, Johns Hopkins University, USA*
Using experimental results and large field datasets on logo perception and brand valuation, we show that symmetry in logo designs
interacts with excitement and competence dimensions of brand personality, negatively impacting brand equity. These effects are
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unique to symmetry and not driven by other visual characteristics (e.g., complexity, contrast, fluency).
27-C: Message in a Bottle: What a Product’s Shape Tells us About the Product and Ourselves
Abigail Schneider, University of Colorado, USA*
Page Moreau, University of Colorado, USA
Bridget Leonard, University of Colorado, USA*
Product packaging plays a critical role in consumers’ purchase decisions. The present research examines how one element of
packaging—shape—influences consumers’ self-perceptions and enjoyment of the usage experience. Drawing on extended-self theory,
we find that consumers react more favorably toward products with shapes that represent their ideal selves.
27-D: Increasing Spending Behavior After Exposure to Body-Type Package Shapes
Marisabel Romero, University of South Florida, USA*
Adam Craig, University of South Florida, USA
The current research investigated whether exposure to product shapes that resemble thin or overweight human body-types can
influence subsequent spending behavior. Our results show that, consistent with the stereotypical view that overweight individuals hold
low levels of control, exposure to wide product shapes leads to a decreased accessibility of the concept of control (compared to
exposure to thin product shapes) and subsequently leads consumers to increase their level of spending on subsequent purchase
decisions. We also show that dietary orientation moderates this effect.
27-E: The Role of Imagination in Consumer Contamination
Jessica Gerard, University of Grenoble, France*
Jennifer Argo, University of Alberta, Canada
The present research focuses on consumer contamination and aims to determine which form of touch is more detrimental to responses
towards the product (actual vs. imagined touch) and to demonstrate the role of mental imagery as an underlying mechanism for our
effects.
27-F: Does Non-Diagnostic Touch of Business Documents Affect the Judgment of Professionals and Institutions?
Cindy Caldara, University of Grenoble, France*
Jessica Gerard, University of Grenoble, France*
Two studies show that even when touch is non-diagnostic, it can affect consumers’ confidence on both professional persons and
institutional entities (grad school) through the haptic characteristics (paper thickness and/or texture) of their business cards and
brochures, respectively. The implications for design of emblematic professional documents are discussed.
27-G: The More You Think You Know, The More You Want to Touch: Subjective Knowledge And Haptic Exploration
Joann Peck, University of Wisconsin - Madison, USA
Victor Barger, University of Wisconsin - Whitewater, USA
Andrea Webb, University of Wisconsin - Madison, USA*
Subjective knowledge affects one's desire for pre-purchase haptic exploration. Regardless of product category, people who think they
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know a lot about a product category are more likely to want to touch a product prior to purchase than people who think they know
little about a product category.
27-H: Exploring Boundary Conditions for Motor Fluency Effects
Virginie Maille, SKEMA Business School, France*
Maureen Morrin, Temple University, USA*
Prior research has demonstrated that individuals prefer haptic objects oriented toward the limb(s) dedicated to act upon them, even
without an intention to act. We show that, when added as collateral objects in a product advertisement, such objects can also influence
the evaluation of the advertised product, even if totally unrelated.
28 Shopping & Retailing
Curators: Jeff Inman, University of Pittsburgh, USA
Manoj Thomas, Cornell University, USA
Luc Wathieu, Georgetown University, USA
28-A: Entering Consumption: A Greeter at the Store Entrance Positively Influences Customers' Spending, Satisfaction, and
Employee Perceptions
Tobias Otterbring, Service Research Center, Karlstad University, Sweden*
Christine Ringler, Rutgers Business School, Rutgers University, USA*
Nancy J. Sirianni, Northeastern University, USA*
Anders Gustafsson, Service Research Center, Karlstad University, Sweden*
This research investigates how a greeter at the store entrance affects consumer behavior and attitudes. We find that customers’
employee perceptions, satisfaction, and approach behavior are positively influenced by a greeter, but somewhat differently between
males and females. Findings are discussed in terms of suspiciousness, evolutionary psychology, and similarity-attraction theory.
28-B: Under-Promise and Over-Deliver: The Role of Wait Time Expectations and Wait Prediction Accuracy on Evaluations
Matthew Lastner, Louisiana State University, USA*
Patrick Fennell, Louisiana State University, USA*
Stephanie Mangus, Louisiana State University, USA
Judith Anne Garretson Folse, Louisiana State University, USA
In contrast with the negative effects found in extant literature, recent research shows positive consequences of waiting. Using the
disconfirmation of expectations theory, our work extends the positive implications of waiting by considering wait expectations and
accuracy of predicted wait, showing when and why longer waits yield more positive evaluations.
28-C: Consumers’ Reactions to Assortment Reductions and Shelf Categorizations
Thomas Rudolph, University of St. Gallen, Switzerland
Liane Nagengast, University of St. Gallen, Switzerland
Christina Heidemann, University of St. Gallen, Switzerland*
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In order to support customers in their shopping processes, retailers should take into account (1) their actual assortment size and (2) the
categorization of their shelves. We show in a field setting that both instruments simplify customers’ shopping processes. The
combination of both instruments shows the most positive outcome.
28-D: Long Description Means Big Item: When Attributes of Product Presentation Are Misattributed to the Item Itself
Michael Giblin, University of Florida, USA
Aner Tal, Cornell University, USA
Brian Wansink, Cornell University, USA
Joanna Ladzinski, Cornell University, USA*
Information found in product presentation can be extraneous and unrelated to the product's qualities. The length of a food's menu
description, for instance, is unrelated to the size of the portion. In two studies we demonstrate that consumers misattribute
characteristics of product presentation as characteristic of the product itself.
28-E: Inner Value Conflicts: Emotional and Behavioral Consequences in a Cross-Border Shopping Context
Liane Nagengast, University of St. Gallen, Switzerland*
Thomas Rudolph, University of St. Gallen, Switzerland
Tim Boettger, University of St. Gallen, Switzerland
Although cross-border shopping has enormous impacts on many economies, it has not been investigated from a consumers’
perspective. We show empirically that cross-border shoppers feel inner conflicts that affect their purchase behaviors. Public policy
makers can influence these conflicts by actively communicating the reasons for price differences in neighboring countries.
28-F: Trigger Healthy: How Samples can Create a Healthy Shopping Momentum
Aner Tal, Cornell University, USA*
Brian Wansink, Cornell University, USA
Samples may guide consumer choice towards consistent products. Specifically, healthy/unhealthy samples in a grocery setting may
lead to healthier/less healthy shopping baskets. We demonstrate this in a lab and field setting. These findings suggest consumers may
display consistent shopping behavior even with product choices that are situationally determined.
28-G: Do Not Touch Me, But Please Do: Consumer Misjudgment of Comfort With Initiating And Receiving Interpersonal Touch
Andrea Webb, University of Wisconsin - Madison, USA*
Joann Peck, University of Wisconsin - Madison, USA
Anders Gustafsson, Service Research Center, Karlstad University, Sweden
This research shows that people lack self-knowledge with respect to interpersonal touch preferences. Through lab and field studies, we
examine how one's comfort with initiating and receiving touch impacts attitudinal and behavioral outcomes. Although people say they
are uncomfortable with touch, the effects are not as negative as predicted.
28-H: Windows to the Sale: Mobile Eye-Tracking and In-Store Decision Making
Jacob Suher, University of Texas at Austin, USA*
J. Wesley Hutchinson, University of Pennsylvania, USA
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Herb Sorensen, Shopper Scientist LLC, USA
In a grocery field study, we use mobile eye-tracking to record shoppers’ visual attention at the point-of-purchase. Results show that
patterns of attention depend upon product display characteristics and purchase duration. A quasi-experiment shows that reducing
visible SKU count and facilitating horizontal eye movements increases shopper efficiency.
29 Social Influence
Curators: Jennifer Argo, University of Alberta, Canada
Vladas Griskevicius, University of Minnesota, USA
L. J. Shrum, HEC Paris, France
29-A: Wow, You're Tall! Effects of Others' Body Height on Consumers' Product Evaluations
Utku Akkoç, University of Alberta, Canada*
Jennifer Argo, University of Alberta, Canada
We present and test a framework to show whether the height of another individual can influence a consumer’s product evaluations.
Our findings reveal that the non-interactive social presence of a conspicuously tall individual activates a height related association
(status), which leads to evaluations consistent with this association.
29-B: Product Aesthetics Trigger Appearance Related Concerns
Christopher Ling, University of South Carolina, USA*
Laurence Ashworth, Queen's University, Canada
We examine how product aesthetics influence product attitude by testing impression management concerns as a moderator, finding
that in situations where impression management concerns are salient, the effect of product aesthetics on product attitude is enhanced.
29-C: Contaminating Retrospective Enjoyment
Scott Roeder, University of California Berkeley, USA*
Clayton Critcher, University of California Berkeley, USA
People sometimes learn that others have had the same experience as the self. In this paper we examine how learning of others' parallel
experiences may alter retrospective enjoyment for one's own experience. Three experiments suggest that people predict, expect and in
fact report experiential contamination in such circumstances.
29-D: The Lucky Financial Advisor: How Luck Perceptions Influence Consumers' Investment Decisions
Peter Darke, The Schulich School of Business, York University, Canada
Jennifer Argo, University of Alberta, Canada
Monica Popa, Edwards School of Business, University of Saskatchewan, Canada*
We show that financial advisors' luck in areas unrelated to investment influences consumers: they invest more when learning that the
advisor is lucky. The effect is prominent for consumers who believe in good luck, and arises regardless of advisor's expertise:
consumers place as much stock in luck as in competence.
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29-E: Tweets and Retweets for Oreo Touchdown
Vimviriya Limkangvanmongkol, The University of Illinois at Chicago, USA*
Oreo was the first advertiser of Superbowl XLVII who responded to the blackout opportunism by tweeting “You can still dunk in the
dark." The tweet received more than 10,000 retweets within the first hours. This paper presents a content analysis of tweets and
retweets by developing new coding scheme drawn from J. Josko Brakus et al’s scale of brand experience in the dimensions of sensory,
affective and intellectual. The results explained Oreo’s successful story that the brand smartly used Twitter to interact quickly and
publicly. Oreo created “brilliant” content tweet and sent out in “real-time” to surprise all audiences. Thus, the brand personality of
Oreo was perceived as “fast reaction,” “the winner,” “awesome,” and “brilliant.” In the final analysis, the author concludes that
Twitter becomes a communication platform to leverage brand personality through brand experience.
29-F: Consumer Judgments as a Function of Social Class
Jaehoon Lee, University of Houston at Clear Lake, USA*
L. J. Shrum, HEC Paris, France*
Tina M. Lowrey, HEC Paris, France*
Using a service context, two experiments tested the hypothesis that lower class individuals, who are more holistic thinkers, focus
primarily on context as a whole, whereas upper class individuals, who are more analytic thinkers, focus primarily on specific events
only.
29-G: Trust in Recommendations: Applying the Base-Rate Paradigm to Surrogation vs. Simulation
Hang Shen, University of California Riverside, USA*
Ye Li, University of California Riverside, USA
Consumers increasingly depend on online reviews to inform purchase decisions; yet, Gilbert et al. (2009) find that people avoid
surrogation information despite its reliability for affective forecasting. We posit that the perceived diagnosticity of the surrogate’s
rating determines how much people rely on and use surrogation.
29-H: What Motivates Consumers to Produce Online Reviews? Solidarity, Status, and the Soapbox Effect
Edward F. McQuarrie, Santa Clara University, USA
Shelby McIntyre, Santa Clara University, USA
Ravi Shanmugam, Santa Clara University, USA*
Using three longitudinal datasets, we explore consumers’ motivation to produce online reviews, contrasting sense of belonging,
competition for status, and an intrinsic motivation independent of these extrinsic factors. An examination of the effect of positive
feedback on subsequent review production provides support for the intrinsic motivation hypothesis.
30 Social Media & the Consumer
Curators: Ashlee Humphreys, Northwestern University, USA
Andrew Stephen, University of Pittsburgh, USA
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30-A: The Effects of Being Envied On Word-of-Mouth
Y. Jin Youn, Northwestern University, USA*
Kelly Goldsmith, Northwestern University, USA
Sarah E. Hill, Texas Christian University, USA
Envy is a complex emotion that influences behaviors differently depending on whether one is experiencing envy or is the target of the
emotion. We demonstrate that being envied decreases one’s tendency to cooperate, and this decreased interest negatively influences
willingness to share valuable information (i.e., Word-of-Mouth).
30-B: Gamification and the Entrenchment of an Engagement Institutional Logic in the Emerging Institutional Field of Social
Media
Andrew Smith, York University, Canada*
Pierre-Yann Dolbec, York University, Canada*
We contribute to the literature on institutional dynamics by highlighting how a gamified website encourages the entrenchment of an
institutional logic in a new institutional field by instigating an arrangement of practices; diffusing values, rules, and models for
successful practices; and offering rewards for complying with the emerging logic.
30-C: I’ll Have What She’s Sharing: The Effect of Social Media on Experience Consumption
Stefanie Baert, Ghent University, Belgium*
Mario Pandelaere, Ghent University, Belgium
Consumers increasingly purchase experiences relative to material goods. We argue that this phenomenon is possibly due to social
media and demonstrate that priming respondents with social media increases the evaluation of experiences. The use of social media
and attitude towards social media sharing moderates the effect.
30-D: The Public Heart: The Effect of Broadcasting on Emotional Intensity and Well-Being
Virginia Weber, University of Alberta, Canada*
Sarah Moore, University of Alberta, Canada
Rhiannon MacDonnell, Cass Business School, City University London, UK
Jennifer Argo, University of Alberta, Canada
The current research examines how sharing positive emotions about brands online impacts the subsequent intensity of those emotions.
Specifically, we demonstrate that sharing a brand-related emotion broadly on Facebook lowers the intensity of that emotion. Followup studies will manipulate broad vs. narrow sharing in other online contexts.
30-E: Identity Management through Humor Expressions in an Online Gaming Community
Prakash Das, University of Calgary, Canada*
Little is known about how consumer activities that draw upon modernistic notions of “consumer work” and “collective consumer
creativity” foster community building. We present an interpretive study of an online gaming community and identify “humor
expression” as consumer work that enhances community creativity through identity-based processes. Findings contest assumptions
that community identity is mainly claimed by those possessing core community skills. In contested spaces, marginalized members
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attain recognition through humor-based creative identity work. Humor is a motive force that is creatively wielded by community
members and assists in community building.
30-F: Shaking it Up My Way: Amateur Appropriation of Popular Media
Pia A. Albinsson, Appalachian State University, USA*
B. Yasanthi Perera, New Mexico State University, USA
Sarita Ray Chaudhury, Humboldt State University, USA
This study examines consumers’ appropriation of popular media through the creation of user-generated content (UGC). We study
UGC of Gangnam Style and Harlem Shake, including video and comment reactions, to explore sociocultural implications of this
phenomenon. This is accompanied by a typology of UGC purposes, and their message transmission approaches.
30-G: Using Social Software to Evoke Social Reflexivity: The Case of Instagram Photo Sharing Application
Amandeep Takhar, University of Bedfordshire, UK*
Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa
This study contributes to an understanding of how social networking websites are encouraging consumers’ reflexive practices. We
draw insights from a case study of Instagram, a photo sharing application, and argue that consumer researchers can use this website to
evoke informant self-reflexivity, and accumulate richer and more in depth data.
30-H: Self-Esteem and Identification with One’s Social Media Groups: Two Opposite Paths to Online Social Outcomes
Yuanrui Li, University of California Riverside, USA*
Thomas Novak, The George Washington University School of Business, USA
Donna Hoffman, The George Washington University School of Business, USA
Most literature investigating the relationship between social media usage and online social outcomes has focused on self-esteem, a
personal identity construct. Much less research has examined the collective aspects of self-esteem. In this study, we find that selfesteem and collective self-esteem affect online social outcomes in independent and opposite ways.
31 Social Media & the Firm
Curators: Ashlee Humphreys, Northwestern University, USA
Andrew Stephen, University of Pittsburgh, USA
31-A: The Influence of Brand Propinquity on Complaining Behavior via Social Media
Hongmin Ahn, West Virginia University, USA*
Nicholas Bowman, West Virginia University, USA
This study explores the dynamic interplay among several facets of psychological closeness on consumer complaining behavior via
social media. Our data suggest that increased brand propinquity results in increased engagement when discussion perceived brand
mishaps. Results also indicate that media familiarity jointly affects consumer intention to engage in complaining behavior.
31-B: When Brands Get Personal in Online Chatters: The Effects of Self-Disclosure and Anthropomorphism on Consumer-brand
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Relationship.
Li Huang, University of South Carolina, USA*
Wenyu Dou, City University of Hong Kong, Hong Kong, China
This research investigates the brand’s personal disclosure on Twitter and its consequences on consumer-brand relationship. We
provide a new framework predicting what to disclose, how to disclose, and to whom the brand should disclose. Shifting the
psychological closeness, self-disclosure on Twitter can either help or impair the relationships.
31-C: Using Social Media Networks in Russia to (Re)construct Collective Memories and Build Brand Identity
Graham Roberts, Université Paris Ouest Nanterre La Défense, France*
Philippe Odou, Université de Reims Champagne Ardenne, France
Gaël Bonnin, Reims Management School, France*
Holt (2004) shows the different ways in which brands draw on cultural imagery, myths, and history to create identity. Our paper seeks
to look at how brands in post-socialist Russia use social media networks, both to construct collective memories and to exploit these
memories in order to build brand identity.
31-D: Social Networking Sites: Building Brand Knowledge and Brand Equity
Noelia Sanchez-Casado, Universidad Politecnica de Cartagena, Spain*
Eva Tomaseti-Solano, Universidad Politecnica de Cartagena, Spain
Juan-Gabriel Cegarra-Navarro, Universidad Politecnica de Cartagena, Spain
Social Networking Sites, as new communication tools, allow firms to provide benefits to consumers who establish a relationship with
them. As a consequence of this relationship, consumers could develop knowledge and equity about the brand. Therefore, this study
analyzes the effects of these benefits on brand knowledge and brand equity.
31-E: The Effect of Interpersonal Influences on Social Networking Site’s Users
Noelia Sanchez-Casado, Universidad Politecnica de Cartagena, Spain*
Eva Tomaseti-Solano, Universidad Politecnica de Cartagena, Spain
Juan-Gabriel Cegarra-Navarro, Universidad Politecnica de Cartagena, Spain
Social Networking Sites (SNS) have become an important tool for firm-consumer communication. In this study we analyze how firms
create brand knowledge and brand equity in their consumers, through the Interpersonal Influences that SNS’s users experience. The
results of this study help firms to manage their brand pages at SNS.
31-F: Consumers’ Endorsements for Companies and Causes: The Role of Symbolism and Visibility
Stefan F. Bernritter, University of Amsterdam, The Netherlands*
Peeter Verlegh, University of Amsterdam, The Netherlands
Edith G. Smit, University of Amsterdam, The Netherlands
In the present study, we examined factors that might affect consumers’ decision to endorse an organization. In particular, we
investigated to what extent brand symbolism and visibility of an endorsement affected consumers’ intention to endorse. Moreover, we
explored whether these effects differed for companies (for profit) and causes (non profit).
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31-G: “I Know It’s Your Fault, But I Blame the Matchmaker More:” Changes in Consumer Trust Toward Social Commerce
Companies Due to Dissatisfying Purchases in a Two-sided Market.
Yaeeun Kim, Korea Advanced Institute of Science and Technology, Republic of Korea*
Myeong-cheol Park, Korea Advanced Institute of Science and Technology, Republic of Korea
We examined whether the perceived main sources of service failure cause changes in consumer trust toward social commerce
companies. When a business is two-sided, consumers attribute service failure experiences with merchants to the intermediary, the
“social commerce company”. This was verified for all severity levels of service failure.
31-H: The Relationship between Brand Personality and Crisis Strategies for Organizational Reputation
Jiyoon Karen Han, University of Texas at Austin, USA*
Dong Hoo Kim, University of Texas at Austin, USA
Yoon-Hi Sung, University of Texas at Austin, USA
The purpose of this study is to examine the role of brand personality in crisis communication. This research explores the major
company crisis of 2010, 2011 and 2012, by comparing sincere and exciting brand personality companies with their crisis strategies.
32 Sustainable Marketing
Curators: Julie Ozanne, Virginia Tech, USA
Michal Strahilevitz, Golden Gate University, USA
32-A: Society or the Environment? How Tangibility Affects Consumer Perceptions of Firm Sustainability Practices
Sara Bahnson, University of Oregon, USA*
Lan Jiang, University of Oregon, USA
Jun Ye, Xiamen University, China
Nagesh Murthy, University of Oregon, USA
This research examines the relative importance of environmental and social sustainability practices on consumer evaluations. Using
both field and experimental data, we show that environmental practices generate greater impacts for goods firms, while social
practices are more influential for services firms. The role of tangibility is identified as the mechanism.
32-B: Green Confessions: The Moderating Influence of Religiosity on Pro-Environmental Compensatory Consumption
Daniele Mathras, Arizona State University, USA*
Naomi Mandel, Arizona State University, USA
Adam B. Cohen, Arizona State University, USA
‘Green guilt’ may arise after reflecting about one’s transgressions toward the environment, thus motivating restorative consumption
behaviors. In two studies, we find that private green confessions may boost initial compensatory behaviors but both public and private
confessions reduce green compensatory consumption across multiple tasks, especially for intrinsically religious individuals.
32-C: Pro-Environmental Motivation and Intent in an Emerging Market Context
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Nadine Sonnenberg, University of Pretoria, South Africa
Alet C. Erasmus, University of Pretoria, South Africa*
Empirical evidence regarding pro-environmental motivation and intent almost exclusively addresses conditions in First-world
scenarios. This study examines the role of motivational factors in emerging consumers’ environmentally significant intent and
highlight the relevance of awareness of environmental issues, moral norms, guilt, subjective norms, attitudes and perceived behavioral
control.
32-D: Consuming to Support the Free Market: The Effects of Economic System-Justification on Consumer Preferences
Matthew Maxwell-Smith, Ivey Business School, Western University, Canada*
June Cotte, Ivey Business School, Western University, Canada
Allison Johnson, Ivey Business School, Western University, Canada
Political system-justification tendencies have affected consumption behaviors, although the influence of economic system-justification
has not been investigated systematically. Three studies showed that economic system-justification predicted consumption habits that
support companies and industries which feature prominently within the current economic system, even if such behaviors undermined
people’s own health interests.
32-E: Are Values Always Abstract? How Construal Level and Identities Influence the Use of Values on Green Consumption
Diego Costa Pinto, Reims Management School, France*
Adilson Borges, Reims Management School, France
Construal level theory predicts that values will lead to behavior when consumers are in abstract construals. Five studies extend these
findings by showing that values can also lead to expected behaviors under concrete construals. Specifically, findings demonstrate that
in concrete (vs. abstract) construals, values work for close (vs. distant) identities.
32-F: Going Green for Self vs. Others: Gender and Identity Salience Effects on Green Consumption
Diego Costa Pinto, Reims Management School, France
Marcia Herter, Reims Management School, France
Patricia Rossi, Reims Management School, France*
Adilson Borges, Reims Management School, France
This paper examines the effects of gender and identities on green consumption. Previous research shows that women are greener than
men. However, we extend these findings by showing that social (vs. personal) identity changes the impact of gender on green
consumption. This effect is mediated by self-transcendence values.
32-G: Consuming Green, Living Green: Boundary Conditions of the Licensing Effect
Marijn H. C. Meijers, ASCoR, University of Amsterdam, The Netherlands
Peeter Verlegh, University of Amsterdam, The Netherlands
Marret K. Noordewier, Leiden University, The Netherlands
Edith G. Smit, University of Amsterdam, The Netherlands*
Sustainable consumption at t=0 may license people to behave unsustainably at t=1. We show that this effect is mitigated by one’s
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sustainable identity. We also find that self-licenses can be traded in only once and do not persist in subsequent situations (t=2).
32-H: Princesses, Castles, Enchanted Forests and Dragons – Exploring (Eco) Destination Wedding Consumption
Denise Conroy, The University of Auckland, New Zealand*
Rachel Wolfgramm, The University of Auckland, New Zealand
Sian Coleman, The University of Auckland, New Zealand
We explore consumers’ commitment to holding a destination wedding, and whether sustainability concerns motivate this decision in
any way. Our intention is to develop theory that expands our understanding of how perceived meanings of destination weddings are
formed within consumer culture, and the role identity plays in transformative consumer behaviour.
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Saturday, October 5, 2013
ZUMBA
6:00am - 7:30am
Adams Room
Taught by: Naomi Mandel & Antonia Mantonakis, licensed Zumba instructors
Wear comfortable clothes and tennis shoes; water and towels available in the room
ACR REGISTRATION
7:00am - 5:00pm
Bays - 4th Floor
ACR CONTINENTAL BREAKFAST
7:00am - 8:00am
JCR ASSOCIATE EDITORS BREAKFAST & MEETING
7:00am - 9:00am
Kimball Room
FILM FESTIVAL
8:00am - 6:00pm
Films have 10 minutes Q&A after their first screening
Film Festival VI (8:00am - 9:15am)
Room: Chicago
1. A Study of the Play Element of a Location-based Social Network: Foursquare (20 min)
Alexandra Vignolles, INSEEC Business School, France*
The videography presents the social network location-based Foursquare within the perspective of users and experts. We develop the
theory of the play element as a social function applied to Foursquare (Huizinga, 1951). Implications as well as limitations and avenues
of research are finally introduced.
2. The Indian Bazaar: Street Markets and Customer Perceptions (16 min)
Sowmya Raja, IIT Madras, India*
Niranjan Kuppan, Allahabad Bank, India
‘Sandhai’, ‘Bazaar’, ‘Mandi’ – called by different names, the informal local marketplaces serve as cultural hubs of India. This movie
documents an explorative look at various informal street markets in the Indian city of Chennai. While giving insights into Indian
customers’ psychology, this film also captures their perceptions of these bazaars.
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Film Festival VII (9:30am - 10:45am)
Room: Chicago
1. Yoga and Fashion (13 min)
Maria Kniazeva, University of San Diego, USA*
A former banker from Singapore, a pornographer from Los Angeles, a student from Washington D.C., and a former marketer from
Tokyo help the author explore how they marry yoga and fashion.
2. Coffee Shops Yesterday, Running Groups Today - Consumption Communities as the New Address for Oldenburg's Third Places
(20 min)
Giridhar Ramachandran, Indian Institute of Technology Madras*
Richa Agrawal, Indian Institute of Technology Madras
Ramon Oldenburg coined the name ‘third places’ to social gathering places outside of home and work, and felt that the vanishing third
places were a reason for the decline of community. Through participant observation and interviews this study explores the possibility
of considering consumption communities as present day third places.
3. Entertained to Excess: The Contemporary Practices of Boredom (21 min)
Henri Myöhänen, Aalto University School of Economics, Finland*
Joel Hietanen, University School of Economics, Finland*
Perhaps it is not surprising that the concept of boredom has not received much interest in consumer research in our media saturated
consumer culture. This videography illustrates, from a Heideggerian perspective, how boredom becomes embodied in the lives of
consumer seeking extreme thrills. We find that a world which bombards us with distractions in the form of various types of
entertainment may have its dark side that perpetuates the very experience of boredom we wish to desperately escape in our pleasureobsessed age.
Film Festival VIII (11:00am - 12:15pm)
Room: Chicago
1. A Pen (8 min)
Anastasia Seregina, Aalto University School of Business, Finland*
Norah Campbell, Trinity College Dublin, Ireland
Bernardo Figueiredo, University of Southern Denmark, Denmark
Hannu Uotila, Rakettijengi Tuotannot Oy, Finland
What might an object-oriented philosophy look like? This video places a mundane object, a pen, at the center of meaning-making by
plotting its mode of being as something other than anthropological or instrumental. The pen co-constitutes reality with human actors.
Where does agency end and passive materiality begin?
2. The Runners' (R)evolution (24 min)
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Caroline Graham Austin, Montana State University, USA*
Benson Benson, Bluejack Productions, USA
Running is more popular than ever in the United States, and a vocal minority of runners have decided to eschew traditional footwear
(a-shoe, perhaps?) in favor of minimal shoes, or no shoes at all. They find the experience to be transformative for both their bodies and
spirits.
3. Entre-deux-mondes: Shaping of Artistic Projects in a Local Music Scene (31 min)
Joonas Rokka, Rouen Business School, France*
Baptiste Cléret, University of Rouen, France*
Alice Sohier, University of Picardie, France*
This video continues research on music from a scenes perspective. By studying local indie music producers in France, we
conceptualize "artistic projects" of indie music producers as a particular cultural universe that is embedded in scenes and shaped by an
assemblage of market actors.
4. Towards Consumption of Biased Imagery (12 min)
Inga Jonaityte, Ca' Foscari University of Venice, Italy*
Olivija Douris, Philadelphia Art Institute, USA*
Recent far-reaching transformations in the field of photography have accelerated the creation of inexpensive crowd-generated “photo
archives,” reducing the demand for more expensive professional and objective imagery. This film explores the irreversibly shrinking
path for traditional photojournalism, altering production, distribution and the consumption patterns of unbiased and representative
photographic truth.
Film Festival IX (2:00pm - 3:15pm)
Room: Chicago
1. Traveling Into Tourist Souvenirs (30 min)
Alain Decrop, University of Namur, Belgium*
Julie Masset, University of Namur, Belgium*
This videography invites you to travel inside tourist souvenirs around the world. The film shows that souvenirs often are considered as
special possessions that help consumers remember and extend their trips in time, space and the social network. It also highlights the
hierophanous role of souvenirs as messengers of meanings.
2. Citizen Consumer (29 min)
Sonya Grier, American University, USA
What does it mean to be a consumer in a context which emphasizes social goals as key to citizenship? This film explores the evolving
notion of citizen/consumer in Cuba at a time of shifting market dynamics and cultural change.
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3. Consuming the Contradiction (17 min)
Joel Hietanen, Aalto University, Finland*
John Schouten, Aalto University, Finland
Iiro Vaniala, Aalto University, Finland
In 'Consuming the Contradiction' we produce a mashup of the footage shot at the Flow music festival in Helsinki. The stories reveal
further insights into the acts of demythologization and contradiction in what has been coined hipster consumption.
Film Festival X (3:30pm - 5:00pm)
Room: Chicago
1. The Indian Bazaar: Street Markets and Customer Perceptions (16 min)
Sowmya Raja, IIT Madras, India*
‘Sandhai,’ ‘Bazaar,’ ‘Mandi’ – called by different names, the informal local marketplaces serve as cultural hubs of India. This movie
documents an explorative look at various informal street markets in the Indian city of Chennai. While giving insights into Indian
customers’ psychology, this film also captures their perceptions of these bazaars.
2. It's a Girl Thing (58 min)
Shannon Silva, University of North Carolina Wilmington, USA*
Andre Silva, University of North Carolina Wilmington, USA*
Donna King, University of North Carolina Wilmington, USA*
Tiffany Albright, University of North Carolina Wilmington, USA
Framed by the structure of a faux interactive website for tween girls, "It's a Girl Thing" speaks with consumer critics, tween brand
marketers, girls, moms, and educators to explore the seemingly benign cultural universe of candy-coated, pastel-colored, hypercommercialized girl culture (and the tween queen phenomenon) to reveal the complex and contradictory messages directed at today's
young girls.
Film Festival XI (5:15pm - 6:00pm)
Room: Chicago
1. A Study of the Play Element of a Location-based Social Network: Foursquare (24 min)
Alexandra Vignolles, INSEEC Business School, France*
The videography presents the social network location-based Foursquare within the perspective of users and experts. We develop the
theory of the play element as a social function applied to Foursquare (Huizinga, 1951). Implications as well as limitations and avenues
of research are finally introduced.
2. Yoga and Fashion (13 min)
Maria Kniazeva, University of San Diego, USA*
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A former banker from Singapore, a pornographer from Los Angeles, a student from Washington D.C., and a former marketer from
Tokyo help the author explore how they marry yoga and fashion.
POSTER EXHIBITION
8:00am - 3:30pm
Exhibit Hall
SESSION 6
8:00am - 9:15am
6.1 Perspectives: Sensations (Sponsored by Journal of Consumer Psychology)
Room: Crystal
Co-chairs: Aradhna Krishna, University of Michigan, USA
Maureen Morrin, Temple University, USA
Juliet Zhu, CKGSB, China
This session brings together three leading scholars who have contributed greatly to consumer research on "Sensations." In alphabetical
order, first, Aradhna Krishna will present an overview of her research on sensory marketing. Next, Maureen Morrin will present an
overview of her research on olfactory influences in judgment and decision making. Juliet Zhu will then present an overview of her
research on the effects of ambient noise, space, and other incidental environmental features.
6.2 Of Simple & Social Excuses to Indulge
Room: Salon 2
Chair: Michael Lowe, Texas A&M University, USA
1. “So Cute I Can Eat it Up”: Priming Effects of Cute Products on Indulgent Consumption
Maura Scott, Florida State University, USA*
Gergana Nenkov, Boston College, USA
We examine the extent to which consumers engage in more indulgent consumption when exposed to cute, whimsical products. We
posit that when a consumer encounters a cute product, the exposure primes frivolity and fun, which subsequently makes one more
likely to choose indulgent options in various consumption domains.
2. Consuming Functional Innovations: Are Utilitarian Behaviors Enhanced or Undermined?
Aaron Garvey, University of Kentucky, USA*
Lisa E. Bolton, Pennsylvania State University, USA
Although consumer adoption and preference for functional innovations (novel products which introduce new opportunities for action)
has been studied deeply, little is known of the downstream consequences of consuming these products. Our research demonstrates that
consumption of a functional innovation instigates a hedonic state that subsequently guides perception and behavior.
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3. Anticipating Sharing and Preference for Hedonic Products
Peggy Liu, Duke University, USA
Gavan Fitzsimons, Duke University, USA*
Jim Bettman, Duke University, USA
Consumers often share products with others. We examine how anticipating sharing products with others shifts product preferences.
We find that anticipating sharing products with others leads people to select more hedonic vs. utilitarian products.
4. Camaraderie in Crime: Shared Self-control Decisions and Affiliation
Michael Lowe, Texas A&M University, USA*
Kelly Haws, Vanderbilt University, USA
We examine the outcomes of shared self-control decisions, and find that a shared self-control failure, or co-indulgence, produces
greater feelings of affiliation between individuals as well as an enhanced product experience than mutual self-control or mixed
outcomes. This effect is driven by increased perceptions of similarity and decreased anxiety.
6.3 How Thinking About Money Changes Goal Pursuit
Room: Salon 3
Chair: Emily Garbinsky, Stanford University, USA
1. With Great Power Comes Financial Responsibility: The Effect of Power on Saving
Emily Garbinsky, Stanford University, USA*
Anne Klesse, Tilburg University, The Netherlands
Jennifer Aaker, Stanford University, USA
How can we encourage people to save more money? The results of three laboratory experiments reveal that feeling powerful increases
saving. This feeling of power, spurred by postures, mindset priming tasks, or subjective wealth, causes people to save more money
because they feel like their savings goal can be attained.
2. Enhanced Desire for Product Choice in Response to Monetary Scarcity
Anneleen Van Kerckhove, Ghent University, Belgium
Renaud Lunardo, KEDGE Business School, France
Gavan Fitzsimons, Duke University, USA*
This research shows that monetary scarcity leads consumers to value option choice, especially when they are high in trait reactance.
Consumers experiencing monetary scarcity prefer larger assortments, irrespective of the specific products involved. They are also
willing to invest resources, except money, to keep options open.
3. Can Consumers Make Affordable Care Affordable? The Value of Choice Architecture
Eric Johnson, Columbia University, USA*
Ran Hassin, Hebrew University of Jerusalem, Israel
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Tom Baker, University of Pennsylvania, USA
Allison Bajger, University of Pennsylvania, USA
Galen Treuer, University of Miami, USA
In less than a year, tens of millions will be choosing health coverage. Our results suggest there is significant room for improving
choices. Without any intervention, respondents perform at near chance. However providing calculation aids, and “smart” defaults
could save approximately 10 billion dollars every year.
4. Mere Exposure to Money Motivates Goal Attainment
Gülen Sarial-Abi, Bocconi University, Italy
Kathleen Vohs, University of Minnesota, USA*
Four experiments showed that mere exposure to the idea of money led to better intentions, attitudes, motivation, and actual
performance toward goals. The results held across financial, health, problem solving, and leisure goals. Theoretically this work ties
earning money and using money to goal pursuit through independent and frequently-paired associations.
6.4 Getting Out What You Put In: Drivers & Consequences of Consumer Effort
Room: Salon 4 & 5
Co-chairs: Keisha M. Cutright, University of Pennsylvania, USA
Adriana Samper, Arizona State University, USA
1. Doing it the Hard Way: Low Personal Control Drives Preference for High-Effort Products
Keisha M. Cutright, University of Pennsylvania, USA*
Adriana Samper, Arizona State University, USA
Despite the common notion that ‘easier=better,’ across five studies we demonstrate that low feelings of control lead consumers to
reject products where little personal effort is required in favor of products where high personal effort is required to achieve the same
outcome. Seemingly irrational, such choices restore feelings of control.
2. Earning Luckiness: The Effect of Active Loyalty Program Membership on Consumer Predictions of Randomly-Determined
Marketing Outcomes
Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA
Kelly Haws, Vanderbilt University, USA
Chris Summers, Ohio State University, USA*
Across five studies, we demonstrate that consumers display a “lucky loyalty” effect, such that active loyalty program members (vs.
non-members) feel they have a greater subjective likelihood of experiencing positive randomly-determined outcomes offered by the
firm administering the loyalty program even when these outcomes are unconnected to the loyalty program.
3. Customized Assembly: How Does Effort Influence the Value of To-be-assembled Products?
Eva Buechel, University of Miami, USA*
Chris Janiszewski, University of Florida, USA
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Customized product assembly involves making a series of product composition choices. We show that when choices and assembly are
an integrated (segregated) process, an increase in the amount of effort during assembly leads to an increase (decrease) in the perceived
value of the components used to assemble the product.
4. The Effect of Goal Progress Salience Cues in Effortful Consumer Domains: An Implicit Theory Perspective
Pragya Mathur, Baruch College, USA*
Lauren Block, Baruch College, USA
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Consumers are surrounded by products and services that provide cues to mark progress (called goal progress salience cues). We show
that when tasks are demanding and require effort, consumers’ performance and satisfaction varies in response to such cues, depending
on whether they endorse an incremental or an entity theory.
6.5 Exploring the Dynamics & Durability of Stigma
Room: Salon 12
Chair: Stephanie Feiereisen, City University London, UK
1. Sexual Script Development in the Media
Elizabeth Crosby, University of Wisconsin - La Crosse, USA*
This research explores African-American women’s experiences with sexual scripts. I unpack the relationship between sexual
stereotypes and consumption. Specifically, I examine how sexual stigmatization affects African-American women and how they
manage the stereotypes. I offer a more comprehensive understanding of the role of consumption in sexual stigmatization.
2. Stigma and Accommodation to Consumption Loss
Cristel Antonia Russell, American University, USA*
Hope Jensen Schau, University of Arizona, USA
Using loss accommodation literature and a longitudinal research program examining consumers’ experience of four discontinued
television programs, we unfold a model of consumer loss accommodation. We find evidence that stigma associated with some TV
series impairs consumer loss accommodation, disabling access to transitive and connective resources that otherwise facilitate
accommodation.
3. The End of Stigma? Understanding the Dynamics of Legitimization in the Context of TV Series Consumption
Stephanie Feiereisen, City University London, UK*
Dina Rasolofoarison, Aston University, UK
Kristine De Valck, HEC Paris, France
Julien Schmitt, Aston University, UK
This research contributes to prior work on stigmatization by looking at stigmatization and legitimization as social processes in the
context of TV series consumption. Using in-depth interviews, we show that the dynamics of legitimization are complex and
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accompanied by the reproduction of existing stigmas and creation of new stigmas.
4. Factionalized Fatshionistas: Dynamics within Collectives of Stigmatized Consumers Engaged in Marketplace Change Efforts
Eileen Fischer, York University, Canada*
Daiane Scaraboto, Pontificia Universidad Católica de Chile, Chile
Recent work has explored conditions under which collectives of stigmatized consumers may mobilize to confront marginalization in a
marketplace. Our study examines the dynamics within collectives that may occur when its members seek marketplace changes. We
identify three such dynamics that, together, threaten the continuity of the collective.
6.6 The Time of Our Lives: The Role of Time in Consumer Well-Being
Room: Salon 6
Chair: Amit Bhattacharjee, Dartmouth College, USA
1. Too Impatient to Smell the Roses: Exposure to Fast Food Brands Impedes Happiness
Julian House, University of Toronto, Canada
Sanford E. DeVoe, Sanford E. DeVoe, University of Toronto, Canada*
Chen-Bo Zhong, University of Toronto, Canada
In two different experiments, we found that exposure to fast-food brands undermined people’s ability to experience happiness from
pleasurable visual and auditory stimuli. Mediational analyses demonstrated that exposure to fast-food brands affected happiness by
inducing greater impatience, measured by both subjective perception of time passage and self-reports of experienced impatience.
2. What Experiences Make Us Most Happy - The Ordinary Or The Extraordinary?
Amit Bhattacharjee, Dartmouth College, USA*
Cassie Mogilner, The Wharton School, University of Pennsylvania, USA
Though we know that experiential (vs. material) purchases lead to greater happiness, which experiences should we pursue? We
demonstrate that consumers that view the future as extensive gain the most happiness from uncommon, extraordinary experiences.
Meanwhile, when time is seen as limited, common, ordinary experiences are increasingly associated with happiness.
3. Time, Money, and Morality
Francesca Gino, Harvard University
Cassie Mogilner, The Wharton School, University of Pennsylvania, USA*
Are there simple ways to encourage self-reflection to decrease immoral behavior? Four experiments examine the effect of shifting
focus from money onto time. We found that priming time (vs. money) leads individuals to behave more ethically by cheating less,
because thinking about time makes people reflect on who they are.
4. Temporal Decay, Reinstatement, and Debiasing of Self-Deception
Zoë Chance, Yale School of Management, USA*
Francesca Gino, Harvard Business School, USA
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Michael Norton, Harvard Business School, USA
Dan Ariely, Duke University, USA
Self-deception can have positive and negative effects on well-being. We explore the decay of self-deception over time, the
reinstatement of self-deception, and the effect of an attentional intervention, across multiple opportunities to cheat and self-deceive.
Together, these studies offer insight into how, and particularly when, self-deception can be attenuated.
6.7 Happiness Over Time
Room: Salon 7
Co-chairs: Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China
Kelly Goldsmith, Northwestern University, USA
1. Happiness From Giving: When Consumers Misforecast Their Affective Responses to Pro-Social Behavior
Stefanie Robinson, North Carolina State University, USA*
Caglar Irmak, University of Georgia, USA
William O. Bearden, University of South Carolina, USA
Consumers overestimate their positive affective responses. This is due to perceived greater benefit to others when consumers think
about vs. engage in the behavior. This overestimation is shown to decrease consumers’ willingness to provide repeat help. Lastly, we
show when the help becomes costly, misforecasting diminishes.
2. The Pursuit of Happiness: Can It Make You Happy?
Kelly Goldsmith, Northwestern University, USA
David Gal, Northwestern University, USA
Raj Raghunathan, University of Texas at Austin, USA
Lauren Cheatham, Stanford University, USA*
Research has concluded that the explicit pursuit of happiness is counterproductive. In contrast, in the current research, we find it is
possible to increase happiness by explicitly pursuing the goal of happiness. Thus, we suggest an important caveat to prior work on
happiness.
3. Does Living in New York City Make People Happy with Their Leisure Life?
Yan Zhang, National University of Singapore, Singapore*
Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China*
We study how variety affects consumption and happiness of leisure activities. Even though people believe that large-city residents
consider and consume wider variety of leisure activities, there is no actual difference across city sizes. We further found that
considering and consuming wider variety of leisure activities positively affect happiness.
4. Does Imbalanced Spending Sabotage Happiness? Moderating Influence of Time vs. Money
Chien-Wei (Wilson) Lin, Binghamton University-State University of New York, USA*
Kalpesh K. Desai, State University of New York at Binghamton, USA
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Five studies demonstrate that self-others imbalanced spending involving time (vs. money) renders greater unhappiness, reallocation,
and substitution for underspent others categories. This effect is mediated by happiness and is consistent with time-evoked social
connection and money-evoked self-sufficiency ratings. However, within-self imbalanced spending is less serious because everything
is on self.
6.8 How Motivation, Duration, Brands, & Age Shape Memory
Room: Salon 8 & 9
Co-chairs: Millie Elsen, CentERdata, The Netherlands
Praggyan Mohanty, Governors State University, USA
1. Motivated Recall and the “Rosy View” in Retrospective Evaluations
Robert Latimer, New York University, USA*
Priya Raghubir, New York University, USA
Three experiments show that (1) unpleasant experiences are evaluated more favorably after being recalled in detail, (2) detailed recall
improves overall retrospective evaluations of experiences, but not evaluations of the individual aspects recalled, and (3) detailed recall
with a social motive encourages selective retrieval of positive aspects of an experience.
2. Standing Out or Fitting in? Memory Effects of Ad Typicality Depend on Exposure Duration
Millie Elsen, CentERdata, The Netherlands*
Rik Pieters, Tilburg University, The Netherlands
Michel Wedel, University of Maryland, USA
Recall and recognition for ads depend on ad typicality, but in very diverse ways. This research shows the advantage of being typical
(“fitting in”) in recall and the advantage of being atypical (“standing out”) in recognition, and how these crucially depend on the
duration of exposure.
3. How Brands Shape Newness Perceptions
Frank Goedertier, Vlerick Business School, Belgium*
Kristof Geskens, Vlerick Business School, Belgium
Gregory S. Carpenter, Northwestern University, USA
Numerous innovations fail - often because they are perceived as lacking novelty. We demonstrate how innovation novelty is
influenced by a previously unexplored factor: the brand used to introduce it. Four studies show that perceived novelty is determined
by the level of abstractness of a brand’s overall associations.
4. Effects of Different Types of Schematic Support on Item and Associative Memory for Brands in Older Consumers
Praggyan Mohanty, Governors State University, USA*
S. Ratti Ratneshwar, University of Missouri, USA
Moshe Naveh-Benjamin, University of Missouri, USA
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We show across two studies in a branding context that different types of schematic support alleviate episodic memory deficits in
elderly consumers differently. While meaningfulness of brand elements attenuates item (vs. associative) memory deficits in older (vs.
younger) consumers, relatedness between brand elements mitigates differences in associative (vs. item) memory.
6.9 Funny, Sad, or Regretful: Antecedents & Consequences of Affective Experiences
Room: Wilson
Co-chairs: Grant Packard, Laurier School of Business & Economics, Canada
A. Peter McGraw, University of Colorado, USA
1. Humorous Consumption
Caleb Warren, Bocconi University, Italy*
A. Peter McGraw, University of Colorado, USA
Humor is an important but overlooked topic in consumer research. We explore the antecedents of humor by empirically comparing the
ability of humor theories to explain perceptions of humor across a range of consumption experiences, including YouTube videos,
sports plays, products, and everyday events.
2. The Roles of Appropriateness and Relevance in Determining Reactions to Humor in Frontline Service Encounters
J. Mark Mayer, Kelley School of Business, Indiana University, USA*
Michelle Roehm, Babcock Graduate School of Management, Wake Forest University, USA
Michael Brady, College of Business, Florida State University, USA
We investigate consumer reactions to humor delivered in a service encounter. Our experimental findings indicate that customer
reactions vary, depending on whether humor is perceived as appropriate and/or relevant, and the availability of cognitive resources.
Additional research opportunities at the intersection of humor and services are discussed.
3. Spending Sadly: How Time vs. Money Impacts Enhanced Valuations Under Sadness
Sommer Kapitan, University of Texas at San Antonio, USA*
Rajesh Bhargave, University of Texas at San Antonio, USA
Abhijit Guha, Wayne State University, USA
Consumers exhibit higher valuations of offerings when feeling sad, an effect stemming from self-focus. We find that the transfer of
self-enhancement motives to valuations is moderated by payment currency. The effect of sadness is accentuated when paying with
time (vs. money), because time forges a connection between self and offering.
4. Sunny Side Up: How Regret Leads to Defensive Optimism
Sandra Laporte, HEC Montreal, Canada*
Gita V. Johar, Columbia University, USA
This paper explores how people regulate pre-outcome regret, which is experienced in situations where a decision is regretted even
before its outcome is known. We show that pre-outcome regret leads to defensive optimism about the upcoming outcome and that
severity of the decision consequences represents a boundary condition for this distortion.
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6.10 Decisions Under Risk & Uncertainty
Room: Salon 10
Chair: Ata Jami, University of Central Florida, USA
1. Physiological Correlates Of Effects Of Prior Outcomes On Risky Choice
Eduardo Andrade, FGV, Rio de Janeiro, Brazil
Ming Hsu, University of California Berkeley, USA*
Yuan Shao, Huazhong University of Science and Technology, China
The question of how prior outcomes influence risk preferences is central to all sequential decision settings, and has import
implications for how gains and losses are encoded by decision-makers. Here, we sought to elucidate this process by investigating the
influence of prior outcomes on physiological responses to gains and losses.
2. The Effect of Perceived Elevation on Consumer Risk Taking
Ata Jami, University of Central Florida, USA*
Himanshu Mishra, University of Utah, USA
William Moore, University of Utah, USA
This research investigates the influence of physical elevation on power, control, and risk-taking. Across three studies, we show that
exposure to high vertical positions activates power-related thoughts and increases risk-taking. We demonstrate that high elevation
leads to an illusory sense of control, which mediates the effect of elevation on risk-taking.
3. Ambiguity Seeking in Payoffs as a Source of Consumer Patience
Yuanyuan Liu, ESSEC Business School, France*
Timothy B. Heath, HEC Paris, France
Ayse Önçüler, ESSEC Business School, France
Four experiments show that adding ambiguity to larger-later payoffs increases the appeal of future options and thereby produces
greater patience and the promise of better decisions. We attribute this effect to congruity between the future’s uncertainty and
ambiguity’s uncertainty. Potential positive ambiguity effects and larger range-payoff effects are ruled out.
4. When 15% Off Plus 10% Off is More than 30% Off: Multiple-Discount Promotions are Preferred to Larger Single-Discount
Promotions
Dan Schley, Ohio State University, USA*
The current article demonstrates that economically smaller multiple-discount promotions (15% off plus an additional 10% off) are
preferred to economically larger single-discount promotions (30% off). Across five studies I rule out previous accounts and
demonstrate that this effect is mediated by multiple-discount promotions being perceived as rarer than single-discount promotions.
6.11 Social Comparison & Social Consumption
Room: Salon 1
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Chair: Elaine Chan, Tilburg University, The Netherlands
1. How Can I Choose Not Knowing What You Chose? The Biasing Effect of Context When Consuming With Others
Brennan Davis, Baylor University, USA*
Beth Vallen, Fordham University, USA*
Brian Wansink, Cornell University, USA
Individuals often model their consumption on others’, yet sometimes others’ behavior is unknown. This research demonstrates that, in
such instances, behavior becomes overly biased by the contextual positioning of the venue in which consumption takes place, as
individuals rely on contextual cues as a substitute for the behavior of others.
2. Understanding Through the Eyes of Others: Inferences Regarding Chosen and Forgone Products
Stephen He, Manhattan College, USA*
Samuel Bond, Georgia Tech, USA
This research examines the inferences consumers make about other consumers, based on the choices they observe. We demonstrate
that such inferences are systematically affected by whether the product is chosen by the majority or the minority group, the level of
consensus, and whether the product is affect-rich or affect-poor.
3. When Social Comparison is Demotivating for Goal Achievement
Elaine Chan, Tilburg University, The Netherlands*
Barbara Briers, Tilburg University, The Netherlands
While the social comparison literature has mostly discussed the positive role of upward social comparison on motivation, this research
provides new insights and shows that holding the distance between the self and the superior others the same, observing a superior
other achieving the goal can be demotivating.
4. Embodied Cognition and Social Consumption: Self-Regulating Temperature through Social Products and Behaviors
Seung Hwan (Mark) Lee, Colorado State University, USA*
Jeff Rotman, Ivey Business School, Western University, Canada*
Andrew W. Perkins, Western University, Canada
Individuals self-regulate lack of interpersonal warmth by substituting physical warmth. Four experiments suggest that
physical/psychological temperature act as motivators to self-regulate in order to achieve a “steady state”, that the link between
physical and perceived interpersonal temperature is bi-directional, and that consumption behaviors act as a source for self-regulation.
6.12 From Manipulation & Harm to Reputation & Relationship: Key Branding Insights
Room: Madison
Chair: Robert Madrigal, University of Oregon, USA
1. Why Do You Think They Do That? Consumer Elaboration in the Detection of Manipulative Intent and Its Consequences on
Product Judgments
Robert Madrigal, University of Oregon, USA*
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Catherine Armstrong-Soule, University of Oregon, USA
Leslie Koppenhafer, University of Oregon, USA
The research explores the effectiveness of consumer elaboration of marketers’ manipulative intent. Three empirical studies
demonstrate that educating consumers about a deception tactic is not sufficient. To detect unfair manipulative intent, consumers must
engage System 2 processing by elaborating on why it is being used in a product claim.
2. Co-Brand Harm Crisis and Consumer Attributions of Responsibility
Casey Newmeyer, Case Western Reserve University, USA*
Julie Ruth, Rutgers University, USA
This research investigates responsibility attributions to a cobrand in neutral and negative situations. The authors find evidence that
cobrand integration and partner brand strength affect consumer attributions of responsibility for performance and subtyping, or
exception, judgments. The results also show asymmetric effects of cobrand integration on product and retailer attributions.
3. The Effect Chain from Corporate Reputation to Consumer Brand Equity Formation
Martin Heinberg, University of Duisburg-Essen, Germany*
H. Erkan Ozkaya, California State Polytechnic University, Pomona, USA
Markus Taube, University of Duisburg-Essen, Germany
This study explains the mechanism that leads corporate reputation to product brand equity. We achieve this by introducing a
theoretical model based on signaling theory that tests (a) two mediating variables (corporate image and product brand value) and (b)
three moderating variables (corporate brand visibility, trust, and distribution intensity).
4. Brand Consensus and Multivocality: Disentangling the Effects of the Brand, the Consumer, and the Consumer-Brand
Relationship on Brand Meaning
Claudio Alvarez, Boston University, USA*
Remi Trudel, Boston University, USA
Susan Fournier, Boston University, USA
How much do consumers agree on what a brand means to them? An implicit assumption in most branding research and practice is that
brand meaning is consensual. This paper empirically tests this assumption and finds that, contrary to established wisdom, consumers
disagree more than agree on the meanings of brands.
COFFEE BREAK
9:15am - 9:30am
SESSION 7
9:30am - 10:45am
7.1 Perspectives: Wellbeing (Sponsored by Journal of Consumer Psychology)
Room: Crystal
Co-chairs: Lisa E. Bolton, Pennsylvania State University, USA
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Punam Anand Keller, Dartmouth College, USA
Deborah Small, University of Pennsylvania, USA
This session brings together three leading scholars who have contributed greatly to consumer research on "Consumer Wellbeing." In
alphabetical order, first, Lisa Bolton will present an overview of her research on consumer judgment and decision making in the areas
of consumer finances and health. Next, Punam Anand Keller will present an overview of her research on designing and implementing
communication programs with a focus on health. Deborah Small will then present an overview of her research on altruism and prosocial behavior.
7.2 Psychological Factors that Influence Healthiness Perceptions & Healthy Choices
Room: Salon 2
Chair: Peggy Liu, Duke University, USA
1. “This Isn’t So Bad”: Assimilation, Contrast, and Self-Control on Healthiness Perceptions
Scott Davis, Texas A&M University, USA*
Kelly Haws, Vanderbilt University, USA
Joseph Redden, University of Minnesota, 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 consumer evaluations of
healthiness.
2. Avoiding Behavioral Resistance to Diet and Exercise Messages
Peggy Liu, Duke University, USA*
Gavan Fitzsimons, Duke University, USA
People are often exposed repeatedly to messages that encourage healthy behavior. We demonstrate that people high in psychological
reactance can resist performing the target behavior of words in these oft-repeated health messages. However, exposure to words
indirectly related to the target health behavior can overcome this automatic resistance.
3. Is Self-Serving Self-Serving? Who Serves Food Shapes Self-Evaluation and Eating Decisions
Linda Hagen, University of Michigan, USA*
Aradhna Krishna, University of Michigan, USA
Brent McFerran, University of Michigan, USA
Consumers increasingly consume food served by others. Four studies indicate that who served food determines consumers’
attributions of responsibility depending on the food’s healthiness, that this feeling of responsibility shapes self-evaluative feelings
after eating, and that the anticipation of this effect in a given context influences portion-size decisions before eating.
7.3 Associative Learning in Branding
Room: Salon 3
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Chair: Miguel Brendl, Kellogg School of Management, Northwestern University, USA
1. Investigating Deliberative and Spontaneous Inferences as Outcomes of Associative Learning with High vs. Low Contingency
Awareness
Bryan Gibson, Central Michigan University, USA
Chris T. Allen, University of Cincinnati, USA*
Douglas R. Ewing, Bowling Green State University, USA
Frank R. Kardes, University of Cincinnati, USA
Christopher Redker, Ferris State University, USA
This research approaches associative learning as a potent process that can include various inferences drawn from co-occurring stimuli.
Conventional EC procedures are used to activate inferences. With high contingency awareness both deliberative and spontaneous
inferences are present: They prove largely unrelated with independent effects on brand attitudes, suggesting separate systems.
2. On the Automatic Effects of Advertising: The Uncontrollability of Evaluative Conditioning Effects
Mandy Hütter, Ruprecht-Karls University of Heidelberg, Germany
Steven Sweldens, INSEAD, France*
Changing brand attitudes by pairing brands with affective stimuli is called evaluative conditioning. A long-standing debate concerns
whether this process operates automatically or is under consumers’ conscious control. Process dissociations in four experiments show
that both controllable and uncontrollable learning mechanisms contribute to final brand evaluations.
3. Riding Coattails: When Co-branding Helps vs. Hurts Less-known Brands
Marcus Cunha Jr., University of Georgia, USA*
Mark Forehand, University of Washington, USA
Justin W. Angle, University of Montana, USA
Co-branding is thought to generate favorable evaluations of unknown brands via transfer of associations from established brands. This
positive effect, however, is not universal. Three experiments demonstrate that brands are both harmed or helped by partnering with
established brands and support a single associative learning account for these opposing effects.
4. Emotional Counter-Conditioning of Brand Attitudes
Miguel Brendl, Kellogg School of Management, Northwestern University, USA*
Vincent Nijs, Rady School of Management, USA
Eva Walther, University of Trier, USA
Jana Moeller, Free University of Berlin, Germany
How can you improve brand attitudes that have been tainted by negative emotional associations? We show that conditioning with
oppositely valenced emotions can be effective, but that that the level of effectiveness depends on which emotion is chosen as “antidote.” We introduce theory about which emotions are most effective anti-dotes.
7.4 How to Enhance Value & Motivate Action: New (Counterintuitive) Perspectives
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Room: Salon 4 & 5
Co-chairs: Heather Barry Kappes, London School of Economics and Political Science, UK
Sam Maglio, University of Toronto, Canada
1. Implementing Intuitive Decisions
Sam Maglio, University of Toronto, Canada*
Intuition has been shown to improve accuracy in decision making, but would people actively commit to feeling-based choices with
real-world relevance? In three studies, participants relied upon either intuition or deliberation to make choices that required
subsequent, effortful action. Consistently, people worked harder toward implementing their intuitive choices.
2. Weak > Strong: The Ironic Effect of Argument Strength on Supportive Advocacy
Omair Akhtar, Stanford University, USA*
David Paunesku, Stanford University, USA
Zakary L. Tormala, Stanford University, USA
When people seek support for a cause, they typically present the strongest arguments possible. The current research departs, however,
in identifying the conditions under which (and processes through which) presenting weak arguments can motivate greater advocacy
and action. Three experiments explore this effect and its parameters.
3. Feeling Entitled Because of Who You Are
Heather Barry Kappes, London School of Economics and Political Science, UK*
Emily Balcetis, New York University, USA
People generally believe that others are deserving of desirable outcomes to the extent that they have performed relevant actions. Four
experiments show, however, that people feel more entitled to desirable outcomes when they focus on their own attributes (“who you
are”) rather than actions (“what you did”).
4. Wanting What Almost Wasn’t: Counterfactual Reflection Heightens Valuation of Branded Products
Hal E. Hershfield, New York University, USA*
Adam D. Galinsky, Columbia Business School, USA
Neal J. Roese, Northwestern University, USA
Four studies investigated the relationship between counterfactual reflection – thoughts about how the origins of brands might have
turned out differently – and valuation of branded products. Across studies, thinking about how a brand might not have come into being
lures consumers to clamor for its products.
7.5 Doing Good Research: Methodological Issues
Room: Salon 12
Chair: Ulf Bockenholt, Northwestern University, USA
1. Using Bibliometrics to Evaluate the Journal of Consumer Research: Possible Future Consumer Research Directions
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Brian Chabowski, University of Tulsa, USA*
Charles Wood, University of Tulsa, USA
Tomas Hult, Michigan State University, USA
This study takes the perspective of paradigm development and reviews all of the articles published in the Journal of Consumer
Research (JCR) since 1998 through 2011. Based on 27,510 citations from 651 JCR articles during the 1998–2009 time period, we
evaluate recent developments during 2010-2011, as well.
2. Life After P-Hacking
Joseph Simmons, University of Pennsylvania, USA*
Leif D. Nelson, University of California Berkeley, USA
Uri Simonsohn, University of Pennsylvania USA
We discuss how our commitment to publish replicable results will affect our research lives. We must (1) dramatically increase our
sample sizes, (2) follow-up exploratory analyses with confirmatory replications, and, because making replicable discoveries requires
significant resources, (3) judge researchers by their best publications rather than by their publication quantity.
3. The Power of Weak Studies: Why the Synthesis of a Research Paper Matters
Blake McShane, Northwestern University, USA*
Ulf Bockenholt, Northwestern University, USA
We introduce a meta-analysis ANOVA model to pool information across factorial studies with main and interaction effects. Our
model yields summary estimates as well as measures of uncertainty. We illustrate how this approach is implemented and its benefits
by re-analyzing three recently published papers in consumer psychology.
4. Using Multiple (Imperfect) Methods to Test an Idea: A Different Kind of Meta-Analysis
Itamar Simonson, Stanford University, USA*
New concepts that go against conventional assumptions are typically hard to “prove” using a single method. In such cases, it is more
effective to rely on evidence that employs sufficiently different methods/data. This approach will be illustrated in the context of a
basic assumption underlying consumer decision making whereby attribute values are the carriers of utility whereas relative option
positions in any given set are irrelevant. An alternative view being proposed is that consumers have a stable tendency to prefer
options in certain relative positions. In support of this view, I will present evidence from (a) twins data, (b) choice problems
embedded in a videogame, and (c) individual difference measures.
7.6 Expanding the Theoretical Boundaries of Consumer Acculturation: Investigating the
Role of Institutional Forces & Nostalgic Consumption
Room: Salon 6
Co-chairs: Katja H. Brunk, ESMT European School of Managment and Technology, Germany
Luca M. Visconti, ESCP Europe France
Ela Veresiu, Witten Herdecke University, Germany
146
1. Fiddler on the Street: How Roma Refugees Enact Host Cultural Images of Nostalgic Otherness
Ela Veresiu, Witten/Herdecke University, Germany*
Markus Giesler, York University, Canada
Building on the idea that race is a type of performance, and an in-depth ethnography of Roma refugees, we develop the construct of
ethnic entrepreneurship as the strategic actions of migrant consumers to enact and embody the host culture’s positive institutional
images of nostalgic otherness to ensure smoother acculturation.
2. Generations at the Mirror: First and Second Generation of Turkish Consumers’ Home Country Nostalgia
Luca M. Visconti, ESCP Europe, France*
Celina Stamboli-Rodriguez, Iseg Marketing and Communication School, France
This ethnography investigates how home country nostalgia differs in response to institutional variables of first and second Turkish
generations in France. First generations experience a broader spectrum of nostalgic feelings when consuming; also, first generations
socialize nostalgia within the ethnic community, whereas second generations within the parental family.
3. Locals as Immigrants in German Unification and Acculturation: How Nostalgia Enchants the Former East
Katja H. Brunk, ESMT European School of Management and Technology, Germany*
Benjamin J. Hartmann, Jönköping University, Sweden*
This project explores the case of acculturation without migration following Germany’s political unification in 1989. We find that
enchanting nostalgia can be based on ideological, re-enacted, or re-appropriated meanings of the former GDR’s socialist consumer
culture which in turn can facilitate, inhibit or reverse cultural adaptation and subsequently acculturation processes.
4. Asserting Integration through Nostalgic Discourses: Acculturation to an International Community
Julie Emontspool, University of Southern Denmark, Denmark*
Dannie Kjeldgaard, University of Southern Denmark, Denmark
This paper proposes an exploration of nostalgic acculturation discourses in multicultural settings, asking how consumers integrate
institutional expectations in those discourses. We show that instead of exclusively promoting cosmopolitan detachment from home
culture, multicultural environments can encourage display of national belonging, expressed in nostalgic discourses about mundane and
global products.
7.7 The Psychology of Being Untrue: The Processes & Consequences of Consumer
Dishonesty
Room: Salon 7
Co-chairs: Yajin Wang, University of Minnesota, USA
Deborah Roedder-John, University of Minnesota, USA
1. What Hiding Reveals: Ironic Effects of Withholding Information
Leslie John, Harvard Business School, USA*
Michael Norton, Harvard Business School, USA
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Imagine being asked about your recreational drug habits by your employer, and that you’ve occasionally indulged. We show that
people believe that the best way to deal with such situations is to opt out of answering at all – but that this strategy is costly, because
observers infer the very worst.
2. Faking It with Luxury Counterfeit Products: How Social Feedback Can Make Us More or Less Dishonest
Yajin Wang, University of Minnesota, USA*
Deborah Roedder-John, University of Minnesota, USA
We examine how social context affects consumers who wear luxury counterfeit goods. We find that social feedback while wearing
counterfeits can encourage more dishonest behavior (if others compliment our counterfeit) or discourage dishonest behavior (if others
question whether our counterfeit is fake).
3. The Effect of Construal Level on Consumers’ Anticipations Involving Ethical Behavior
Nelson Amaral, University of Minnesota, USA*
Joan Meyers-Levy, University of Minnesota, USA
This research explores how variations in consumers’ construal level influence unethical behavior. Tests of mediation indicate that by
changing the relative priority placed on the desirability of end-state goals or the feasibility of accomplishing those goals, changes in
construal level have predictable effects on both actual and expected unethical behavior.
4. Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships
Irene Consiglio, Erasmus University Rotterdam, The Netherlands*
Daniella Kupor, Stanford University, USA
Michael Norton, Harvard Business School, USA
Francesca Gino, Harvard Business School, USA
Although infidelity harms romantic relationships, we propose that unfaithfulness to one's favorite brand can positively impact one’s
relationship with a favorite brand. Compared to faithful consumers, consumers who flirt with a competing brand misattribute the
resulting flirting-induced arousal to their favorite brand, and feel even greater desire for it.
7.8 Hedonic Dynamics
Room: Salon 8 & 9
Co-chairs: Mario Pandelaere, Ghent University, Belgium
Hilke Plassmann, INSEAD, France
1. How Incidental Affect Alters Subsequent Judgments: Insights From Behavioral, fMRI, and Psychophysiology Studies
Hilke Plassmann, INSEAD, France*
Beth M. Pavlicek, Ecole Normale Superieure & INSEAD, France
Baba Shiv, Stanford University, USA
Incidental affect prior to the consumption influences the evaluation of the consumed good, but the processes sub-serving this
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incidental reward effect is not well understood. We find that behavioral responses support “affect-as-information” theories, but the
neural data find evidence for an “affect regulation” hypothesis.
2. Pleasure for a Moment, Functionality for a Lifetime
Christophe Labyt, Ghent University, Belgium*
Mario Pandelaere, Ghent University, Belgium
Our results show that consumers buy hedonic products for immediate gratification, not to enhance well-being in the long run.
Furthermore, we show that period of ownership can be explained by the evaporation of perceived benefits. Paradoxically, service
contracts that extend a products’ life are more frequently bought for hedonic products.
3. When More Than One Negative Emotion is Elicited: How Suppressing or Expressing One Allows the Other to Raise its Ugly
Head
Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China
Maria Galli, UPF, Spain*
Suresh Ramanathan, Texas A&M University, USA
When advertising elicits more than one negative emotion, suppression of the more dominant one leads to its rebound thereby
dampening the effect of the less-dominant emotion. However, the expression of this dominant emotion allows the less dominant one to
raise its ugly head impacting judgments of unrelated targets later on.
4. Anticipating Variety Reduces Satiation from a Current Experience
Julio Sevilla, University of Georgia, USA*
Jiao Zhang, University of Miami, USA
Barbara E. Kahn, University of Pennsylvania, USA
This paper demonstrates that anticipating having a varied consumption experience in a given domain reduces satiation from a current
related episode. We show that this effect is driven by the degree to which consumers savor the current experience and the amount of
thoughts associated to the upcoming consumption episode.
7.9 Let's Talk About It: Factors Influencing Word-of-Mouth Content
Room: Wilson
Co-chairs: Yu-Jen Chen, Lingnan University, Hong Kong, China
Rebecca Hamilton, University of Maryland, USA
1. The Content and Impact of Mobile vs. Desktop Reviews
Nicholas Lurie, University of Connecticut, USA*
Sam Ransbotham, Boston College, USA
Hongju Liu, University of Connecticut, USA
An analysis of almost 50,000 online restaurant reviews shows that mobile reviews are more affective, less cognitive, and more
negative than desktop reviews written by the same reviewer. Mobile reviews are perceived as less helpful to readers even after
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controlling for these differences in review content.
2. Naive or Savvy: How Credible Are Online Reviews for Credence Services?
Shannon Lantzy, University of Maryland, USA*
Katherine Stewart, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA
Because consumers cannot assess the quality of credence attributes (e.g., a doctor’s skill in diagnosis), reviews of these attributes
should be discounted by other consumers. We examine the claims made in reviews of credence vs. experience services (e.g., doctors
vs. hair stylists) and how consumers interpret these claims.
3. Who’s Driving This Conversation? Systematic Biases in the Content of Online Consumer Discussions
Rebecca Hamilton, University of Maryland, USA*
Ann Schlosser, University of Washington, USA
Yu-Jen Chen, Lingnan University, Hong Kong, China
When consumers post questions online, who influences the content of the discussion: the consumer posting the question or those
responding? Using secondary data analysis and lab studies, we show that even when the poster expresses explicit decision criteria, the
first person to respond often drives the content of discussion.
4. When Do People Talk About and Why?
Evan Weingarten, University of Pennsylvania, USA*
Jonah Berger, University of Pennsylvania, USA
People talk about the past, present, and future. When across these ranges do people talk about more and why? Examining over 5,000
social media posts as well as a corpus of offline conversations provides insight into this question and the drivers of interpersonal
communication more broadly.
7.10 The Age of Consumers
Room: Salon 10
Chair: Alessandro Biraglia, University of Leeds, UK
1. Childhood Obesity: Is Advertising the Culprit?
Stephan Dahl, University of Hull, UK
Debra Desrochers, Westminster University, UK*
We present a meta-analysis of recent studies into the size of the effect of advertising on children. We find that only experimental
studies have a small effect, while observational studies show no long-term effect. Discussions of implications for regulation and
further research follow.
2. "Wait... Was I Supposed to Grow Up?" Consumers' Adventures in Wonderland
Mathieu O. Alemany, CERGAM, Aix Marseille University, France*
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“Consumers’ adventures in Wonderland” reveals the influence of the inner child on behavior. By using a hermeneutic approach, I
highlight an aspect of postmodern consumer that has never been studied in consumer research yet and puts forward what we can call
“the reign of Homo puer” in consumer society.
3. Consumer Generativity Can Make a Difference
Caroline Lacroix, University of Quebec in Montreal, Canada*
Adults’ preoccupation for the well-being of future generations, a concern known as generativity in social psychology, is an
increasingly important topic in business, marketing, and in society. In an effort to better understand its effects on consumer behaviors,
we develop and test a dedicated measurement scale for consumer generativity.
4. Aging Well Differently: Desired Aging Well and Its Influence on the Consumption of People Aged from 50 to 65
Eloise Senges, Université Paris-Dauphine, Centre de recherche DRM-UMR-CNRS 7088, France*
Denis Guiot, Université Paris Dauphine, Centre de recherche DRM-UMR-CNRS 7088, France*
Ziad Malas, Université Toulouse III Paul Sabatier, LGCO, France
Aging well is now a key issue for senior marketing, yet this concept remains little investigated by consumer research. This study
provides a reliable and valid measurement instrument for Desired Aging Well in three dimensions (physical, psychological and
social). Its influence on consumer behavior is tested on French senior population.
7.11 With Empty Belly & Empty Pockets: Resource Scarcity Effects on Judgment &
Behavior
Room: Salon 1
Co-chairs: Chiraag Mittal, University of Minnesota, USA
Aner Tal, Cornell University, USA
1. When Hungry People See Leaner Meals: Hunger Reduces Calorie Evaluations
Aner Tal, Cornell University, USA*
Brian Wansink, Cornell University, USA
Across three studies, with both measured and manipulated hunger, we show that hungry consumers estimate food as less caloric than
do sated consumers. These findings contrast with findings concerning motivated perception, and may attest to processes of functional
judgment. Such distortion of calorie estimates has important implications for consumer health.
2. The Bottom Dollar Effect: How Resource Scarcity Influences Perceived Value and Satisfaction
Robin L. Soster, University of Arkansas, USA*
Andrew D. Gershoff, University of Texas at Austin, USA
William O. Bearden, University of South Carolina, USA
Mental accounting research suggests that pain of payment attenuates the pleasure of consumption and that consumers with depleted
resources think about costs differently. The present research finds that, when consumers spend their last available resources (e.g.,
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spend to zero), the perceived value of purchases decreases and satisfaction is attenuated.
3. Effects of Resource Scarcity on Perceptions of Control
Chiraag Mittal, University of Minnesota, USA*
Vladas Griskevicius, University of Minnesota, USA
Can cues of resource scarcity influence people’s perceptions of control? Three experiments suggest that the answer depends on
people’s childhood environments. Whereas scarcity cues led individuals from wealthier backgrounds to feel more control, those from
poorer backgrounds responded by feeling less control.
4. Natural Scarcity: What Makes a Product a Suitable Means for Status Signalling
Robert Kreuzbauer, Nanyang Technological University, Singapore*
Dan King, National University of Singapore, Singapore
Shankha Basu, Nanyang Technological University, Singapore
Three studies examine the underlying factors that make a product most suitable for status signaling. We propose a construct that we
call natural scarcity, which occurs when a product of excellence is produced by naturally constrained resources (e.g. skills or material)
and which functions as an inimitable status signal.
7.12 Beliefs & Inferences in Consumer Judgment
Room: Madison
Chair: William Hedgcock, University of Iowa, USA
1. Strong Attitudes Without Elaboration: The Threshold Difference Effect
JaeHwan Kwon, University of Iowa, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
William Hedgcock, University of Iowa, USA
We find the underlying mechanism of the quick-but-strong attitude formation process. Specifically, compared to individuals who
believe their personal traits are malleable (incremental theorists), individuals who believe their personal traits are fixed (entity
theorists) need smaller amount of information about the target objects when forming strong attitudes.
2. Beauty in a Bottle: Product Aesthetics Cues Efficacy Beliefs of Product Performance
Aparna Sundar, University of Cincinnati, USA*
Theodore Noseworthy, University of Guelph, Canada
Karen Machleit, University of Cincinnati, USA
Beauty-in-a-bottle is a visual metaphor for an unspoken promise when objective evaluation is difficult. Three experiments and a field
study demonstrate that packaging aesthetics serves to inform purchase intent of consumers at the point of decision. Efficacy beliefs
inform purchase intent but this happens only in the beauty category.
3. The Advertising of Experiences: Narrative Processing and the Importance of Consistency
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Iñigo Gallo, IESE Business School, Spain*
Sanjay Sood, University of California Los Angeles, USA
Kathryn Mercurio, University of Oregon, USA
Do consumers process experiential purchases differently from material purchases prior to consumption? We propose that experiences
such as movies or restaurants are naturally processed in a narrative fashion, while products such as shoes or shampoo are not.
Consequently, the advertising of experiences has to be narratively consistent to be persuasive.
4. When are There Too Many Women? Consumers' Judgments of Gender in Service Groups
Valerie Folkes, University of Southern California, USA*
Shashi Matta, Ohio State University, USA
Two experiments examined consumers’ perceptions of service from a small workgroup by varying the group’s gender composition.
Groups were judged as inferior when they comprised all women, included a solo man, and when women occupied all the higher status
positions. Boundary conditions and moderators of the effect are presented.
7.13 ACR 2014 Planning Meeting (By Invitation Only)
Room: Indiana
Co-Chairs: June Cotte, Ivey Business School, Western University, Canada
Stacy Woods, North Carolina State University, USA
COFFEE BREAK
10:45am - 11:00am
SESSION 8
11:00am - 12:15pm
8.1 Perspectives: Feelings (Sponsored by Journal of Consumer Psychology)
Room: Crystal
Co-chairs: Angela Lee, Northwestern University, USA
Michel Pham, Columbia University, USA
Patti Williams, University of Pennsylvania, USA
This session brings together three leading scholars who have contributed greatly to consumer research on "Feelings." In alphabetical
order, first, Angela Lee will present an overview of her research on subjective (task-evoked) feelings, including fluency and feelings
of fit, and their impact on judgment, choice, and motivation. Next, Michel Pham will present an overview of his research on the
determinants of reliance on feelings in judgments and decisions. Patti Williams will then discuss her research on discrete emotions and
processes of emotion regulation to enact and maintain specific social identities.
8.2 Unleashed Restraint: Feeding the Psychological Needs of Restrained Eaters
Room: Salon 2
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Chair: Katherine Loveland, HEC Montreal, Canada
1. Do Restrained Eaters Identify as Dieters? Exploring the Role of Self-Concept in the Consumption of Restrained Eaters
Keri Kettle, University of Miami, USA
Katherine Loveland, HEC Montreal, Canada*
Gerald Häubl, University of Alberta, Canada
This paper examines the effect of a general self-concept prime (signing one’s name) on the self-regulatory efforts of restrained and
non-restrained eaters. We demonstrate that activating the self-concept induces restrained eaters to consume more food by inhibiting
their chronic tendency to think about dieting and weight-control.
2. Do Weight Watchers Want More Options? How Activating Self-Regulatory Concerns Triggers the Need for Variety
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
We establish a relationship between self-regulatory concerns and variety seeking. First, we highlight that dieters seek more variety
than non-dieters. Second, we demonstrate that activating self-regulatory concerns fosters this increased need for variety.
3. The Role of Reactance in Responses to One-Sided Advertisements: How Health-Related Appeals Backfire among Restrained
Eaters
Nguyen Pham, Arizona State University, USA*
Naomi Mandel, Arizona State University, USA
Andrea Morales, Arizona State University, USA
This research investigates the influence of one-sided advertising appeals on consumers’ food choices. We demonstrate that a one-sided
appeal (presenting the negative aspects of indulgent consumption) creates reactance among restrained eaters, leading them to engage
in behavior opposite to that intended by the appeal and choose more indulgent food options.
4. The Acuity of Vice: Goal Conflict Improves Visual Sensitivity to Portion Size Changes
Yann Cornil, INSEAD, France
Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands*
Pierre Chandon, INSEAD, France
We propose that ambivalent attitudes toward food (both desiring it and perceiving it as harmful) enhance visual sensitivity to changes
in food portions. As a result, children and adults who feel ambivalence toward hedonic foods (e.g. restrained eaters) estimate
increasing food portions more accurately.
8.3 Understanding Intertemporal Preferences to Foster Consumer Well-Being: Increasing
Patience & Goal Pursuit
Room: Salon 3
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Chair: Selin A. Malkoc, Washington University in St Louis, USA
1. To Know and To Care: How Awareness and Valuation of the Future Jointly Shape Consumer Savings and Spending
Daniel Bartels, Columbia University, USA*
Oleg Urminsky, University of Chicago, USA
Shane Frederick, Yale University, USA
Financial decision-making is jointly affected by the motivation to provide for one’s future self and awareness of long-term
implications of one’s choices. Feeling more connected to the future self decreases the discounting of delayed rewards.
2. Making Decisions For the Future: Value of Delayed Durables and Shrinkage in Usage Duration
Kyu B. Kim, University of Southern California, USA*
Raghuram Iyengar, University of Pennsylvania, USA
Durables provide a stream of benefits over their usage duration. We demonstrate that perceived usage duration is an important
determinant of intertemporal preference for durables. Specifically, we show that usage duration for a durable subjectively shrinks
when planned to be purchased in the future, which results in impatience for durables.
3. Loosing vs. Gaining Control: Enhancing Feelings of Control Reduces Present Bias
Kelly (Kiyeon) Lee, Washington University in St. Louis, USA
Selin A. Malkoc, Washington University in St. Louis, USA*
Derek D. Rucker, Northwestern University, USA
Consumers often make decisions about the timing of their consumption with a consistent bias for the present. We propose that presentbiased preferences can be partially attributed to a lack of control over consumption decisions. We demonstrate that increasing
(decreasing) control participants feel over their consumption can decrease (increase) present bias.
4. The Influence of Time-Interval Descriptions on Goal-Pursuit Decisions
Nira Munichor, Hebrew University of Jerusalem, Israel*
Robyn A. LeBoeuf, University of Florida, USA
We find that people are more likely to pursue goals when the time allotted to goal pursuit is described by extents ("in 2 months")
rather than dates ("by June 23"). This may happen because extents prompt a greater focus on the distant future and on long-term
consequences of goal completion.
8.4 Consumer Behavior under Severe Restriction: A Look at Differences between Affluent
& Impoverished People
Room: Salon 4 & 5
Chair: Ron Hill, Villanova University, USA
1. Poverty and Materialism: Are Impoverished Children More Materialistic Than Affluent Children?
Lan Chaplin, University of Illinois at Chicago, USA*
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Deborah Roedder-John, University of Minnesota, USA
This research examines consumer values of impoverished vs. affluent children, and reveals that younger children from impoverished
families exhibit similar levels of materialism as more affluent peers, but once they reach adolescence and beyond, impoverished
youngsters are more materialistic than their affluent counterparts. This difference is associated with self-esteem.
2. Profiles of Consumer Saving: Societal Conditions and Individual Aspirations
Ron Hill, Villanova University, USA*
Kelly Martin, Colorado State University, USA
We draw from goal contents theory to probe aspirations on saving. Findings show saving profiles are shaped by intrinsic or extrinsic
aspirations in the high poverty sample. In the low poverty sample, aspirations are significant for fewer consumers and for consumers
influenced, aspirations promoted spending not saving behaviors.
3. Consumer Negotiation and Acquisition at the Bottom-of-the-Pyramid: The Case of Women Market Traders
Jose Rosa, University of Wyoming, USA*
Madhu Viswanathan, University of Illinois at Urbana-Champaign, USA*
Shikha Upadhyaya, University of Wyoming, USA
Susan Dewey, University of Wyoming, USA
Srinivas Venugopal, University of Illinois at Urbana-Champaign, USA
Research explores how women traders manage social distribution networks and contribute to market systems that bring together
agricultural and commercial interests in developing countries. A multi-method approach is used to understand networks and market
activities threatened by climate change, economic and political upheaval, and gender-induced threats and constraints.
4. Moral Identity and Competition in a Working Class Neighborhood
Julie L. Ozanne, Virginia Tech, USA*
Bige Saatcioglu, Ozyegin University, Turkey
The home consumption practices of working class consumers are examined based on ethnographic study in a mobile home park.
Within this resource constrained environment, different moral identities and habituses shape the community members’ evaluations of
themselves and their neighbors, as well as their consumption, preferences, perceived capacities, goals, and dreams.
8.5 It’s Not Just About You: Social Influences on Creative Outcomes
Room: Salon 12
Co-chairs: Kelly B. Herd, Indiana University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
1. Heart vs. Head: Examining Differential Effects of Empathy vs. Perspective Taking on Creative Product Design
Kelly B. Herd, Indiana University, USA*
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
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Across several studies involving real design tasks, we find empathy (vs. perspective taking) encourages higher levels of shared
identity, driving designers to identify more readily with a target consumer. This adaptation process leads to more objectively creative
outcomes in a product design context.
2. The Light Side of Creativity: An Ethical Mindset Boosts Individual Creativity, A Moral Mindset Fosters Group Creativity
Anne-Laure Sellier, HEC Paris, France*
Darren Dahl, University of British Columbia, Canada
Recent research revealed a dark side of creativity (e.g., Gino & Ariely, 2011), establishing that creativity can compromise ethical
behavior. In two studies, we flip this perspective to show that creators with an ethical or a moral mindset enjoy a creative advantage.
“Good”, then, can also boost creativity.
3. Towards Understanding Creative Ingenuity in Dire Situations
Haiyang Yang, Johns Hopkins University, USA*
Amitava Chattopadhyay, INSEAD, Singapore
We examine how dire situations that make death salient, impact creative ingenuity. We show in the field and the lab that mortality
salience hampers divergent thinking and dampens the quality of ideas generated. In addition, contrary to common beliefs, individuals
with high (moderate) internal locus-of-control are more (less) negatively affected.
4. The Impact Of Comparisons With Others On Creativity Outcomes
Ke (Christy) Tu, University of Alberta, Canada*
Jennifer Argo, University of Alberta, Canada
Using social comparison theory as a theoretical framework, we investigate the effects of social comparisons and evaluation
expectation on creativity outcomes when people compare with similar others who are involved in the same (vs. different) creativity
task and/or evaluation is expected from them.
8.6 Irrational Biases
Room: Salon 6
Chair: Leilei Gao, Chinese University of Hong Kong, Hong Kong, China
1. The Freedom Bias: Empirical Evidence for a Neglected Tariff-Choice Anomaly
Sören Köcher, TU Dortmund University, Germany*
Till Dannewald, University of Goettingen, Germany
This research introduces a previously disregarded tariff-choice anomaly, namely the freedom bias. This bias refers to the decision
makers’ preference for short-term tariffs although a long-term tariff would minimize total costs over time. Results of two studies
systematically evidence this biased tariff choice in favor of contracts with short durations.
2. Usage Frequency Neglect
Mauricio Mittelman, UTDT, Argentina
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Dilney Goncalves, IE Business School - IE University, Spain*
Common sense and economic models assume that people should consider how often they expect to use a product before making a
purchase. In three studies, we show that people often neglect usage frequency in their decisions and interventions that make this
dimension accessible are able to shift preferences.
3. Tipping Points in Consumer Choice: The Case of Collections
Leilei Gao, Chinese University of Hong Kong, Hong Kong, China*
Yanliu Huang, Drexel University, USA*
Itamar Simonson, Stanford University, USA
We propose that making a decision to collect (e.g. antiques, books) often originates from consumers escalating their commitment to
something they have already had but were not initially intended to collect. We show that small differences in consumers’ initial
possession level significantly affect their likelihood to start a collection.
8.7 Valuations of Prospects & Risk
Room: Salon 7
Co-chairs: Eugene Chan, University of Toronto, Canada
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
1. Choice Utility
Ioannis Evangelidis, Rotterdam School of Management, Erasmus University, The Netherlands*
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
We introduce the concept of choice utility, which describes the utility obtained by how people attain an outcome independent of what
the actual outcome is. Our data document preference reversals in classic decision problems when we manipulate the degree of choice
utility.
2. Magnitude Representations Underlie Valuations of Prospects
Dan Schley, Ohio State University, USA*
Ellen Peters, Ohio State University, USA
Research has demonstrated that individuals exhibit curvilinear relations between objective numbers and subjective number
representations. In the current article we demonstrate that an individual’s ability to “value” money, goods, and services depends
critically upon their ability to perceive differences in the numeric magnitudes of the money, goods, and services.
3. Loss Aversion Attenuates under Time Pressure
Eugene Chan, University of Toronto, Canada*
Najam U. Saqib, Qatar University, Qatar
Four experiments demonstrate that loss aversion attenuates under time pressure. We posit a value function-based explanation: the loss
of time under time pressure places people on the locally-convex portion of the value function, from which they consider the hedonic
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impact of losses to be similar to that of gains.
4. The Diversification Paradox: How Lay Investors Perceive Risk and Covariance Information
Yann Cornil, INSEAD, France*
Yakov Bart, INSEAD, Singapore
Lay investors erroneously believe that investing in negatively correlated assets increases portfolio risk. They paradoxically diversify
risk better when encouraged to take risks, than when trying to minimize risk. The design of financial menus and flawed financial
knowledge explain this paradox. We experiment diverse solutions to improve diversification.
8.8 Transformative Consumer Neuroscience
Room: Salon 8 & 9
Chair: Martin Reimann, University of Arizona, USA
1. Scamming Depression Era Elders: Neuroanatomical Basis for Poor Decision Making Among Older Adults
Brian K. Koestner, University of Iowa, USA*
William Hedgcock, University of Iowa, USA
Kameko Halfmann, University of Iowa, USA
Natalie L. Denburg, University of Iowa, USA
Elder fraud is a growing problem. To study the neurobiology behind consumer vulnerability, we examined brain activation patterns of
32 healthy older adults viewing deceptive and non-deceptive advertisements. Results indicated that decreased activation in a region of
the prefrontal cortex critical for complex decision making was associated with greater vulnerability.
2. Linking Individual Differences in Motivational and Executive Control Neurocognition to Real World Craving and Snacking
Behavior: The Case of Restrained and Unrestrained Eaters
Ji Lu, Dalhousie University, Canada*
Laurette Dube, McGill University, Canada*
Built on neuropsychological models of motivated choice, this study linked a lab measurement of neurocognition components with
field observations of eating behavior. Results revealed that snacking and the predictive power of craving on snacking vary between
restrained and unrestrained eaters under the operation of different motivational and executive control processes.
3. Identifying Symbols of the Consumer Marketplace from Human Brain Activity
Yu-Ping Chen, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA*
Leif D. Nelson, University of California Berkeley, USA
Rapid advances have been made in our understanding of the neural basis of value representation, but we still have great difficulty in
accounting for the myriad of influence from subtle signals like brands. Here, we used functional neuroimaging to study how these
intangible characteristics are represented in the brain.
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4. Reward Substitution: Incentivizing Consumers to Choose Smaller Portion Sizes
Martin Reimann, University of Arizona, USA*
Deborah MacInnis, University of Southern California, USA
Antoine Bechara, University of Southern California, USA
Through several experiments, this research establishes that offering non-food rewards (lottery tickets, toys) bundled with smaller food
portions as an alternative to full-portion meals can substantially decrease chosen portion sizes. A neuroimaging study finds that this
effect can be explained by a “common reward currency” at the brain level.
8.9 The Emotional Side of Identity Tensions
Room: Wilson
Co-chairs: Andrea Prothero, UCD, Ireland
Geraldo Matos, University of Rhode Island, USA
1. Consumption and the Irish Recession: Tiger Tales of Consumer Abundance and Recession
Andrew Keating, UCD, Ireland*
Andrea Prothero, UCD, Ireland*
Marius Claudy, UCD, Ireland
This paper explores the coping strategies used by Irish consumers in moving from a time of abundance to an era of austerity. Utilizing
an interpretive method we explore the emotional and behavioral coping strategies adopted by our participants, and the individual and
macro forces which impact these strategies.
2. Lifestyle Brands: The Elephant in the Room
Caroline Graham Austin, Montana State University, USA*
Geraldo Matos, University of Rhode Island, USA*
Lifestyle branding is very popular with CMOs and has been widely covered in the business/popular press, yet the most highly
respected academic marketing journals have ignored this brand typology. Using extant academic research, we devise a theory-in-use to
define and support the essential attributes of lifestyle brands.
3. We Are Not All the Same: A Typology of Donor Identities
Jing Lei, The University of Melbourne, Australia*
Liliana Bove, The University of Melbourne, Australia
Anish Nagpal, The University of Melbourne, Australia
Ben Neville, The University of Melbourne, Australia
Danielle Chmielewski-Raimondo, The University of Melbourne, Australia
Previous research has examined a generic donor/moral identity. Through interviews with blood donors and non-donors, we uncover
four distinct donor identities (Life Saver, Community Carer, Practical Helper and Extraordinaire) and one perceived identity
(Sacrificer) by non-donors. This typology captures the multidimensionality of donor identities and has implications for donor
recruitment/retention.
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4. Impacts of the Motivations and Antecedents of Legacy Writing on the Consumption of Biographic Services by the Elderly
Samuel Guillemot, Université de Bretagne Occidentale, France*
Bertrand Urien, Université de Bretagne Occidentale, France*
This article highlights an emerging market – the life history business – which enables people to preserve individual and family
memory. A quantitative study indicate that although there are several motivations behind writing a biography, only some of them
(sharing and transmitting) influence the intent to consume services (i.e. the ghost writing).
8.10 Point-of-Sale Decision Making, Service Failures, & Service Recovery
Room: Salon 10
Chair: Massimiliano Ostinelli, University of Wisconsin - Milwaukee, USA
1. The Role of Visual Attention in Decision-Making: An Eye-Tracking Experiment
Milica Mormann, University of Miami, USA*
R. Blythe Towal, California Institute of Technology, USA
Christof Koch, California Institute of Technology, USA
We use eye-tracking to examine the factors that drive consumer attention and choice at the point-of-purchase. Consumers are biased
towards choosing alternatives that are visually salient because they look earlier, more often, and longer at these items than at equally,
or more, liked but less salient alternatives.
2. Retail Shopper Confusion: An Explanation of Avoidance Behavior at the Point-of-Sale
Marion Garaus, University of Vienna, Austria*
Udo Wagner, University of Vienna, Austria
To introduce the new construct of retail shopper confusion (RSC), the authors demonstrate, in three studies, that: (1) properties of the
environment, including variety, novelty, complexity, and conflict between ambient and design factors, cause RSC; (2) RSC can be
measured by accompanying feelings; and (3) RSC leads to avoidance behavior.
3. First Come, Last Serve: How does Power Distance Influence Non-Loyalty Status Customers’ Satisfaction with Businesses?
Jessie J. Wang, Indiana University, USA*
Ashok K. Lalwani, Indiana University, USA
We examine how power distance belief (PDB) – the prevalence of inequality in society – affects consumers’ satisfaction with loyalty
programs. Five studies support the counterintuitive hypothesis that high (vs. low) PDB contexts decrease, rather than increase, nonloyalty-status consumers’ satisfaction with such businesses, and illuminate the underlying mechanisms.
4. Service Recovery: A Status Perspective
Zhi Lu, The Pennsylvania State University, USA*
Anna Mattila, The Pennsylvania State University, USA
Lisa E. Bolton, Pennsylvania State University, USA
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Status differences are pervasive in social systems and in customer loyalty programs. We investigate how consumers with varying
levels of status respond to individualized and standardized recovery following a service failure. The findings reveal the moderating
role of status in firm-customer relationships and provide guidance for firms’ service recovery practices.
8.11 Of Schemas, Scripts, & Construals: Processing Style Effects on Evaluation
Room: Salon 1
Chair: Sharon Ng Sok Ling, Nanyang Technological University, Singapore
1. The Role of Arousal in Schema Based Evaluations
Theodore Noseworthy, University of Guelph, Canada*
Frabrizio Di Muro, University of Winnipeg, Canada
Kyle B. Murray, University of Alberta, Canada
This research tests the link between a person’s state of arousal and the schema congruity effect. The results show consumers prefer
moderately incongruent products more when experiencing high arousal. However, consistent with the belief that extreme incongruity
results in arousal overload, consumers prefer extremely incongruent products more under low arousal.
2. The Impact of Sequence Disruptions on Order Effects in Choice: A Script Theoretical Perspective
Matthew Philp, Queen's University, Canada*
Antonia Mantonakis, Brock University, Canada
Reid Hastie, University of Chicago, USA
Order effects in choice (i.e., primacy/recency effects) are examined using a script theoretical perspective. Results of two studies show
that order effects are found when consumers follow their consumer script because they are less attentive. However, these effects
dissipate when this script is disrupted because consumers become more attentive.
3. Effects of Construal Level on Omission Detection and Multiattribute Evaluation
Helene Deval, Dalhousie University, Canada*
Bruce E. Pfeiffer, University of New Hampshire, USA
Frank R. Kardes, University of Cincinnati, USA
Douglas R. Ewing, Bowling Green State University, USA
Xiaoqi Han, University of Alaska Fairbanks, USA
Maria L Cronley, Miami University, USA
People often rely on limited readily available information, neglecting missing information. Insensitivity to missing information results
in inappropriately extreme judgments. This research investigates the effects of psychological distance on omission detection,
providing a critical test of differing predictions derived from construal level theory and omission neglect theory.
4. Can’t See the Forest for the Trees: Increased Local Processing in Mass Customization Systems
Emanuel de Bellis, University of St. Gallen, Switzerland*
Jill Griffin, University of Evansville, USA
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Christian Hildebrand, University of St. Gallen, Switzerland
Reto Hofstetter, University of Lugano, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Although generally assumed to benefit consumers, mass customization can have unintended consequences. Two studies demonstrate
that customizing by-attribute (vs. choosing from pre-specified configurations) increases local processing and decreases mental
simulation, leading to lower satisfaction, pride, and purchase intentions. The findings offer novel insight regarding configuration
systems in mass customization.
8.12 Roundtable: Consumption Addiction: A Research Agenda of the Progression from
Adaptive to Maladaptive Categories of Consumption Behaviors
Room: Indiana
Co-chairs: Dante M. Pirouz, Ivey Business School, Western University, Canada
Ingrid M. Martin, California State University, Long Beach, USA
Mike Kamins, SUNY-Stony Brook, USA
Hieu Nguyen, California State University Long Beach, USA
Participants:
Wendy Attaya Boland, American University, USA
Ann Mirabito, Baylor, USA
Merrie Brucks, University of Arizona, USA
Vanessa Perry, The George Washington University, USA
Paul Connell, City University London, UK
Justine Rapp, University of San Diego, USA
June Cotte, Ivey Business School, Western University, Canada Cristel Antonia Russell, American University, USA
Samantha Cross, Iowa State University, USA
Maura Scott, Florida State University, USA
Stephanie Feiereisen, City University London, UK
Kathleen Vohs, University of Minnesota, USA
David Glen Mick, University of Virginia, USA
Stacey Finkelstein, Baruch College, USA
Our focus of this roundtable is to develop a research agenda that explicates the process of consumption addiction, including categories
of consumption behaviors not usually associated with addiction. We will discuss a taxonomy of consumption addictions and the
influence of marketing cues on this process.
ACR AWARDS LUNCHEON & BUSINESS MEETING
12:15pm - 1:45pm
Grand Ballroom
SESSION 9
2:00pm - 3:15pm
9.1 ACR Fellows Address
Room: Crystal
Co-chairs: Eric Johnson, Columbia University, USA
Itamar Simonson, Stanford University, USA
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9.2 Indulgent or Industrious? How Seemingly Separate Events Influence Our
Consumption Choices
Room: Salon 2
Chair: Uma R. Karmarkar, Harvard Business School, USA
1. BYOB: How Bringing Your Own Shopping Bags Leads to Indulging Yourself and the Environment
Uma R. Karmarkar, Harvard Business School, USA*
Bryan Bollinger, Stern School of Business, New York University, USA
Bringing used, or reusable, bags to the grocery store could potentially prime a variety of shopping goals. Using experimental and
empirical methods, we find that while this behavior encourages similarly “green” organic food purchases, it also paves the way for
purchases of indulgent or unhealthy foods like chips and desserts.
2. The Nearly Winning Effect
Monica Wadhwa, INSEAD, Singapore*
JeeHye Christine Kim, INSEAD, Singapore
Nearly-winning vs. clearly-losing or winning in one task (e.g., a lottery) can activate a general motivational drive, subsequently
leading to an enhanced desire for a broad array of unrelated rewards. Our findings show that the nearly-winning effect is attenuated
when the activated motivational drive is dampened in an intervening task.
3. From Fan to Fat? Vicarious Losing Increases Unhealthy Eating, but Self-Affirmation Is an Effective Remedy
Yann Cornil, INSEAD, France
Pierre Chandon, INSEAD, France*
Could rooting for a losing football team make you fat? We find saturated fat and calorie intake increase following the defeat of the
local NFL team. This effect is larger for close games and unexpected defeats. We replicate this finding in the laboratory and test the
remedial effect of self-affirmation.
4. The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior
Hengchen Dai, The Wharton School, University of Pennsylvania, USA*
Katherine L. Milkman, The Wharton School, University of Pennsylvania, USA
Jason Riis, Harvard Business School, USA
Three field studies show that aspirational behaviors (dieting, exercising, and goal pursuit) increase following temporal landmarks
(e.g., the outset of a week/month/year; birthdays; holidays). Lab studies show that temporal landmarks relegate one’s imperfections to
the past and make the current self feel superior and thus capable of pursuing its aspirations.
9.3 Antecedents of, Predictions About, & Responses to Financial Constraints
Room: Salon 3
Co-chairs: Stephanie M. Tully, New York University, USA
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Hal E. Hershfield, New York University, USA
1. From Intuition to Insolvency: Intuitive Decision Makers End up More Financially Constrained
Christopher Y. Olivola, Carnegie Mellon University, USA*
Jan-Emmanuel De Neve, University College London, UK
Are consumers better off relying on their intuitions to make financial choices? Using a unique longitudinal dataset, we measure the
impact of adolescent decision-making style on financial wellbeing in adulthood (12-15 years later). We find that relying on “gut
feelings” when making decisions negatively predicts financial wellbeing.
2. Expense Neglect in Forecasting Personal Finances
Jonathan Berman, University of Pennsylvania, USA
An T. Tran, University of Colorado, USA*
John G. Lynch, University of Colorado, USA
Gal Zauberman, University of Pennsylvania, USA
We demonstrate that individuals neglect their expenses when forecasting future finances. Specifically, we show that even though
people expect for their expense to increase as their income does, they consistently under-weigh the impact of expense growth
compared to income growth on estimations of future available spare money.
3. Financial Constraint Induces a Shift Toward Material Vs. Experiential Purchases Through Long Term Focus
Stephanie M. Tully, New York University, USA*
Hal E. Hershfield, New York University, USA
Tom Meyvis, New York University, USA
Consumers’ allocation of resources to material vs. experiential purchases can substantially influence their happiness. The current
research finds that feelings of financial constraint systematically affect this allocation by increasing consumers’ concern about the
durability of their purchase, which in turn shifts their preference toward material options.
4. Squeezed: Effects of Constraint on Consumer Planning
Philip M. Fernbach, University of Colorado, USA*
John G. Lynch, University of Colorado, USA
Christina Kan, University of Colorado, USA
We report four studies investigating the relationship between resource constraint and consumer planning. We differentiate two kinds
of planning: “efficiency” and “prioritization.” Efficiency planning is prevalent under conditions of moderate constraint. As constraint
increases, efficiency planning delays prioritization, making it too little, too late for many.
9.4 Understanding Consumers' Perception of & Responses to Scarcity Cues
Room: Salon 4 & 5
Co-chairs: Chiraag Mittal, University of Minnesota, USA
Caroline Roux, Northwestern University, USA
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1. The Product-to-Space Ratio Effect: Space Influences Perceptions of Scarcity and Product Preference
Julio Sevilla, University of Georgia, USA*
Claudia Townsend, University of Miami, USA
This paper demonstrates the effect of product-to-space-ratio on preference and valuation. It shows that a product is perceived as more
attractive and valuable when more space is provided to its display. We show that this effect is driven by scarcity perceptions that it
persists under cognitive load.
2. Planning Under Paucity: Responses to Resource Scarcity Threats Depend on Childhood Environments
Chiraag Mittal, University of Minnesota, USA*
Vladas Griskevicius, University of Minnesota, USA
How do cues of resource scarcity influence people’s financial planning? Three experiments show that scarcity cues have different
effects depending on people’s childhood environments. Whereas scarcity cues did not affect planning in individuals who grew up with
greater family support, those with lower support planned significantly less.
3. The Effects of Resource Scarcity on the Ideal Female Body Size
Sarah E. Hill, Texas Christian University, USA*
Danielle DelPriore, Texas Christian University, USA
Christopher Rodeheffer, Texas Christian University, USA
Max Butterfield, Texas Christian University, USA
Although consumers living in more affluent regions idealize very thin female models, those living in relatively poorer regions favor
heavier female body sizes. In this work, we show that these differences might emerge from people's divergent responses to current
resource stressors that vary as a function of their childhood environments.
4. Understanding the Psychology of Scarcity: When Limited Resources Prompt Abstract Thinking
Caroline Roux, Northwestern University, USA*
Kelly Goldsmith, Northwestern University, USA
Resource scarcity is a fundamental phenomenon yet, to date, our understanding of the psychological processes that scarcity activates
has remained limited. We propose and show that activating the concept of scarcity induces individuals to adopt a more abstract
mindset, which expands the boundaries of their conceptual categories.
9.5 Creating & Resolving Tensions: Exploring the Different Effects Materialism Has on
Consumers & Society
Room: Salon 12
Co-chairs: Laurel Steinfield, University of Oxford, UK
Linda Scott, University of Oxford, UK
1. Materialism and Well-Being among Consumers of Three Asian Subcultures: The Effects of Religion and Ethnicity
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Fon Sim Ong, The University of Nottingham Malaysia Campus, Malaysia*
George Moschis, Georgia State University, USA
We present results that explain the relationship between materialism and well-being among Muslims, Buddhists, and Hindus in
Malaysia, and examine the impact of ethnicity and religiosity. We find that stress is a variable that mediates the effects of materialism
on life satisfaction, which, in turn, is moderated by religious beliefs.
2. Social Stratification and the Materialism Label: The Retention of Racial Inequities between Black and White Consumers in
South Africa
Laurel Steinfield, University of Oxford, UK*
Linda Scott, University of Oxford, UK
This study illustrates how “materialism” is a moral restriction that protects the demarcating power of goods and, in South Africa,
maintains race-based stratifications. We explore the social interactions surrounding the use of materialism as a pejorative label,
describing how the term is used to debase the consumption of black consumers.
3. When the Going Gets Tough the Materialistic Go Shopping: Materialism and Consumption Response to Stress
Ayalla Ruvio, Temple University, USA*
Eli Somer, University of Haifa, Israel
Aric Rindfleisch, University of Illinois at Urbana-Champaign, USA
This research explores the moderating effect of materialism on post traumatic-stress (PTS) in the face of life-threatening events. The
results indicate that highly (vs. low) materialistic individuals in the mortal-threat (vs. non-threat) condition reported higher levels of
PTS, and exhibited a heightened effect of PTS on maladaptive consumption behaviors.
4. Living in a Material World: The Role of Materialism in Consumer Confidence & Well-Being
Dee Warmath, University of Wisconsin - Madison, USA*
Nancy Wong, University of Wisconsin - Madison, USA*
This research is the first to explore the relationships between materialistic values and consumer confidence using data from two large
scale surveys of nationally representative consumers. It finds that materialism can contribute to regeneration strategies: hope and
materialism interact to increase consumer confidence in the economy and in future spending.
9.6 Consumer Engagement in Service Relationships: The Good, the Bad, & the Ugly
Room: Salon 6
Co-chairs: Nita Umashankar, Georgia State University, USA
Morgan Ward, Southern Methodist University, USA
1. Suffering in Silence: Close Customers’ Reluctance to Complain Damages Service Relationships
Nita Umashankar, Georgia State University, USA*
Morgan Ward, Southern Methodist University, USA*
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Service firms advocate for close relationships with their customers. However, close relationships may deter customers from providing
valuable feedback resulting in customers’ higher likelihood to defect. We consider how close (vs. distant) customers’ likelihood to
offer feedback following a service experience affects their downstream behavior.
2. Pour Oil on Troubled Water: The Effects of Mere-Measurement and Time on Customer Desire for Revenge
Mina Rohani, HEC Montreal, Canada*
Yany Grégoire, HEC Montreal, Canada
Renaud Legoux, HEC Montreal, Canada
Jean-Charles Chebat, HEC Montreal, Canada
The findings of our longitudinal study show that the type of measurement with which data is collected moderates the time-revenge
relationship. Time reduces revenge if it is combined with answering multiple surveys. Otherwise, time has amplification effects
without the presence of such measurement bias.
3. The Effects of Consumer Vulnerability on Service Evaluations and Wellbeing Outcomes
Laurel Anderson, Arizona State University, USA
Daniele Mathras, Arizona State University, USA*
Richard J. Caselli, Mayo Clinic, USA
Denise M. Kennedy, Mayo Clinic, USA
Amy L. Ostrom, Arizona State University, USA
We develop the individual-level construct of consumer vulnerability (potential harm, perceived level of risk, perceived level of
control) and explore its influence on post-service failure evaluations, outcomes, and behaviors. For this transformative consumer
research, we analyze patient satisfaction data to investigate the effects of consumer vulnerability on consumer wellbeing.
4. Acknowledging Consumer Gratitude: Leveraging the Voice of the Consumer to Increase Loyalty
Paul W. Fombelle, Northeastern University, USA*
Clay Voorhees, Michigan State University, USA
Sterling Bone, Utah State University, USA
Alexis Allen, Florida State University, USA
Often communication efforts are directed at unsatisfied consumers, as opposed to consumers who offer positive feedback. This
research examines the effect of extending the dialogue with very satisfied consumers who offer positive feedback. Across three
studies we investigate the effects of acknowledging very satisfied customers with an expression of gratitude.
9.7 Understanding & Influencing Pro-Social, Anti-Social & Moral Behavior
Room: Salon 7
Co-chairs: Ata Jami, University of Central Florida, USA
Oleg Urminsky, University of Chicago, USA
1. The Inverse Power of Praise: How Pro-Social Marketing Messages Influence Consumer Behavior
Maryam Kouchaki, Harvard University, USA
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Ata Jami, University of Central Florida, USA*
We investigate the impact of different framings of pro-social marketing messages on consumers’ subsequent behaviors. We show that
mere exposure to customer-praise messages (compared to company-praise and no-praise) licenses subsequent self-interested
behaviors. Also, we identify two characteristics of praising messages and an individual difference variable that moderate this effect.
2. Altruistic Behavior, Egoistic Choice
Adelle Xue Yang, University of Chicago, USA*
Christopher Hsee, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
In three studies, we found that participants exerted more effort on a laborious task if they had to donate their earnings from the task to
others than if they could keep the earnings, but that when given a choice between donating the earnings or keeping it, most would
keep it.
3. Getting Rid of Possessions to Get Back at People: Rejection and Consumer Disposal Choices
Virginia Weber, University of Alberta, Canada*
Jennifer Argo, University of Alberta, Canada
Jonah Berger, University of Pennsylvania, USA
Across three studies we examine consumer disposal choices when individuals are rejected by a group to which they belong. We find
that consumers are more likely to dispose of and ruin group identity-related possessions after rejection, particularly when there is no
potential to reintegrate with the group. Implications are discussed.
4. Color Me Morally: White and Black Colors Influence Moral Behaviours
Jing Wan, University of Toronto, Canada*
Eugene Chan, University of Toronto, Canada
This research explores how black and white colours imbue products with moral meaning and affect people’s moral behaviours.
Exposure to white products lead to moral behaviours, while exposure to black products leads to immoral behaviours. However, buying
white products leads to licensing and buying black products leads to compensation.
9.8 Sharing Information: Word of Mouth Creation & Consumption
Room: Salon 8 & 9
Co-chairs: Juliana Schroeder, University of Chicago, USA
Claudia Townsend, University of Miami, USA
1. The Effects of Framing Products as Experiences on the Creation and Use of Consumer Reviews
Iñigo Gallo, IESE Business School, Spain
Claudia Townsend, University of Miami, USA*
We examine the influence that framing products as experiences has on consumers’ use and creation of product information. Because
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consumers perceive experiences more personally than products, when a product is experientially framed, consumers rely more on
information from close others and are more likely to review.
2. When and Why do Consumers Share Product Harm Information?
Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands*
Peeter Verlegh, University of Amsterdam, The Netherlands
Ale Smidts, Erasmus University Rotterdam, The Netherlands
This paper aims to understand when and why consumers share product harm information. Across five studies, we showed that product
harm information with higher self-relevance reduced sharing under independent self-construal. Under interdependent self-construal,
negative effect of self-relevance on sharing was attenuated. Further, we demonstrated the underlying processes that shape sharing.
3. Is a Picture Always Worth a Thousand Words? Attention to Structural Elements of eWOM for Consumer Brands within Social
Media
Ernest Hoffman, University of Akron, USA*
Terry Daugherty, University of Akron, USA
The growing influence of social media on consumer judgments makes it important to know what captures consumer attention. We
study attention using eye-tracking in the context of social media and consumer-generated Word-of-Mouth. Our results suggest that
consumer attention within social media is significantly influenced by brand utility and message valence.
4. The Means to Justify the End: How the Way in Which Decisions to Intervene Are Communicated to Users Can Combat Cyber
Harassment in Social Media
Tom van Laer, ESCP Europe Business School, UK*
Cyber harassment can have harmful effects, such as emotional distress for victims and consequently a withdrawal from social network
sites or even life itself. This paper analyzes in two studies how decisions to intervene can be communicated to users in such a way that
they are deemed adequate and acceptable.
9.9 The Price is Right: Price Perception by Consumers
Room: Wilson
Co-chairs: Yupin Patarapongsant, SASIN: Chulalongkorn University, Thailand
Ritesh Saini, University of Texas at Arlington, USA
1. Consumer Responses to Simultaneous Changes in Price and Quantity: Do Direction and Magnitude Matter?
Jun Yao, Monash University, Australia*
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia
This research studies how consumers perceive retail price and package quantity changes when both change in the same direction
simultaneously. Three experimental studies provide convergent evidence that regardless of the magnitude of changes, consumers
prefer simultaneous decreases over simultaneous increases. This effect is moderated by the presence of unit prices.
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2. Cognitive Motivation and Its Impact on Price Cognition
Mehdi Hossain, University of Texas at Arlington, USA*
Ritesh Saini, University of Texas at Arlington, USA
We demonstrate that greater degree of effortful thinking enhances the attractiveness of nine ending prices. Also, we find that greater
thoughtfulness leads to overwhelming responses to free offers. We reasoned the greater thoughtfulness enhances anticipated regret
from missing out an attractive reward which leads to biases in price cognition.
3. Effect of Price Estimate Precision on Pre- and Post-Outcome Satisfaction
Melissa Cinelli, University of Mississippi, USA*
Lifeng Yang, University of Mississippi, USA
Although consumers prefer price estimates provided on a fine-grained scale (Zhang & Schwarz 2012), we find that precise price
estimates are only beneficial when the firm is able to deliver the product below estimate. When outcomes exceed estimates,
consumers are more satisfied when initial estimates were provided on a coarse scale.
4. More Than Price? Exploring the Effects of Creativity and Price in Advertising
Erik Modig, Stockholm School of Economics, Sweden*
Sara Rosengren, Stockholm School of Economics, Sweden*
Even though advertising creativity has shown to be of importance for advertising effectiveness little research has tested it in relation to
other marketing strategies. This paper explores the effects of advertising creativity (high/low) at different price levels
(high/medium/low). The results suggest that creativity has greatest impact at low price levels.
9.10 Food Decision Making
Room: Salon 10
Chair: Elisabeth Howlett, University of Arkansas, USA
1. The Effects of Color on Food Temperature Perceptions
Courtney Szocs, University of South Florida, USA*
Dipayan Biswas, University of South Florida, USA
We find that incidental exposure to red and blue color cues influences food temperature perceptions. Process evidence suggests that
visual cues are easier to encode than haptic cues, and consequently receive greater weight in temperature evaluations. This colortemperature effect also influences consumption volume and food preparation practices.
2. When Color Meets Health: The Impact of Package Colors on the Perception of Food Healthiness and Purchase Intention
Lei Huang, State University of New York at Fredonia, USA*
Ji Lu, Dalhousie University, Canada
In this paper we use food package color as a visual cue that can be assimilated to the health connotation of verbal nutrition labeling.
Compared with hedonic food, utilitarian food in blue package is perceived healthier than in red package. The perception also mediates
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the purchase intention of package food.
3. The Moderating Role of Regulatory Focus on the Social Modeling of Food Intake
Johanna Palcu, University of Vienna, Austria*
Arnd Florack, University of Vienna, Austria
Malte Friese, Saarland University, Germany
Drawing on regulatory focus theory we found in two studies that, because of their predominant strategic inclination to avoid negative
behavioral outcomes, prevention-focused individuals showed stronger social modeling effects in food intake than promotion-focused
individuals, regardless of whether the social consumption model was actually present or not.
4. A View to a Choice: The Effects of Lateral Visual Field on Choosing between Healthy vs. Unhealthy Food Options
Marisabel Romero, University of South Florida, USA*
Dipayan Biswas, University of South Florida, USA
The results of four studies show that there is greater preference for the healthy (vs. unhealthy) food option when it is placed on the left
(vs. right) visual field of consumers. In essence, there is global (local) processing for items on the left (right) visual fields, with
implications for self-control.
9.11 Anomalies in Product Evaluation & Choice
Room: Salon 1
Chair: Yael Steinhart, Tel-Aviv University, Israel
1. The More Interest in the Product, the Merrier?
Yael Steinhart, Tel-Aviv University, Israel*
Mike Kamins, SUNY-Stony Brook, USA
David Mazursky, Hebrew University, Israel
Avraham Noy, Haifa University, Israel
For functional products, the interest-of-many-others has a positive-effect on product choice and a negative-effect on regret. However
for self-expressive products, the reverse occurs. Five studies explore underlying cause of these effects and detail boundary-conditions
inclusive of outside product information, brand status and others’ personal characteristics.
2. Which Product to Retain? The Effect of Product-Related vs. Person-Related Product Features
Liad Weiss, Columbia University, USA*
Daniel Bartels, Columbia University, USA
How do preferences differ for choices about product retention—choice among products that consumers own—vs. acquisition—choice
among unowned products? We propose that in retention consumers care more about product features that are usually used to describe
people (e.g. creativity) vs. features that distinctly apply to products (e.g., portability).
3. Illusion of Variety: Poor Readability Enhances Perceived Variety
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Zhongqiang (Tak) Huang, Chinese University of Hong Kong, Hong Kong, China*
Jessica Y. Y. Kwong, Chinese University of Hong Kong, Hong Kong, China
This research studies how perceived variety may be influenced by obviously irrelevant factors such as the font readability of
assortment information. Through three experiments, we demonstrated that difficult-to-read assortments were judged to be more varied
(i.e. the illusion of variety), and this effect was driven by a difficulty-variety naive belief.
4. Changing “Fate” through Choices
Adelle Xue Yang, University of Chicago, USA*
Oleg Urminsky, University of Chicago, USA
We find choices representing a discontinuity of self-concept are preferred when the prediction of a future outcome is pessimistic, but
not when optimistic. The appeal of novel consumer choices may depend on anticipated future outcomes, via the potential to either
disrupt or maintain the continuity of one’s perceived focal identity.
9.12 Roundtable: Best Practices for Behavioral Lab & Subject Pool Management
Room: Indiana
Co-chairs: Christina Brown, Ross School of Business, University of Michigan, USA
Lillian Chen, Ross School of Business, University of Michigan, USA
Participants:
Adilson Borges, Reims Management School, France
Jeff Lees, Columbia Business School, USA
Pierre Chandon, INSEAD, France
Gina S. Mohr, College of Business, Colorado State University,
Diego Costa Pinto, Reims Management School, France
USA
Kristin Diehl, University of Southern California, USA
Rebecca Walker Naylor, Fisher College of Business, Ohio State
John Galvin, Harvard Business School, USA
University, USA
Miranda Goode, Ivey Business School, Western University,
Melvin Prince, Southern Connecticut State University, USA
Canada
Dan Rice, E.J. Ourso College of Business, Louisiana State
Joseph Goodman, Washington University in St Louis, USA
University, USA
Rebecca Hamilton, University of Maryland, USA
Patricia Rossi, Reims Management School, France
Chase Harrison, Harvard Business School, USA
Aaron M. Sackett, University of St. Thomas, USA
Douglas Hausknecht, University of Akron, USA
Sridhar Samu, India School of Business, Hyderabad, India
Marcia Herter, Reims Management School, France
Karen H. Smith, Texas State University, Texas, USA
Amber Holden, Fuqua School of Business, Duke University,
Rebecca White, University of Chicago, USA
USA
Alan Malter, University of Illinois at Chicago, USA
Cameron McClure, Columbia Business School, USA
ACR member schools face increasing expectations regarding publishing, with concomitant increases in the need for data collection.
This session begins the process of building a community of faculty supervisors and lab managers, to facilitate exchange of best
practices in lab and subject pool management, to improve our efficiency and effectiveness.
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COFFEE BREAK
3:15pm - 3:30pm
SESSION 10
3:30pm - 4:45pm
10.1 Exploring the Self in Self-Regulation: Unexpected Impacts on Goal Engagement
Room: Crystal
Co-chairs: Kathleen Vohs, University of Minnesota, USA
Yael Zemack-Rugar, Virginia Tech, USA
1. Making an Impact on the Self: How Sounds and Colors Increase Goal Engagement
Maferima Touré-Tillery, University of Chicago, USA*
Ayelet Fishbach, University of Chicago, USA
When people take actions that are perceptually more vs. less impactful, such as writing in bright colors, the actions are seen as more
diagnostic of the self. Consequently, we find that perceptually impactful actions lead people to better adhere to valued goals.
2. What I Haven’t Done Can’t Hurt Me: The Effects of Imagined Future Failure on Goal Disengagement
Yael Zemack-Rugar, Virginia Tech, USA*
Canan Corus, Pace University, USA
David Brinberg, Virginia Tech, USA
We examine how self-control choices are affected by an imagined, future failure. Findings show future failure can lead to the same
emotional, cognitive, and behavioral responses as past failure. However, due to perceived changeability, the cause of failure (internal
vs. external) moderates differences between responses to past vs. anticipated failure.
3. The Role of Goal Engagement in Self-Regulation
Minjung Koo, Sungkyunkwan University, Republic of Korea*
Aparna Labroo, Northwestern University, USA
Angela Lee, Northwestern University, USA
We propose that prevention-oriented consumers adopt a goal-engagement strategy, focusing focuses on not losing sight of the goal,
which enhances self-regulation. In contrast, promotion-oriented consumers adopt a multifocal strategy of minding the goal and
countering temptation at the same time. Despite using two strategies this approach ironically undermines self-control success.
4. Self-Affirmation Can Enable Goal Disengagement
Kathleen Vohs, University of Minnesota, USA
Ji Kyung Park, University of Delaware, USA*
Brandon Schmeichel, Texas A&M University, USA
Much research has shown that after being self-affirmed, people respond to challenges in productive ways. The current research
demonstrates that self-affirmation also can deflate motivation and performance. Four experiments demonstrate that being self-affirmed
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and then attempting a task potholed with setbacks and failure led people to retreat from the goal.
10.2 Nudging Consumers in the Right Direction: Effective Interventions for Tackling
Obesity
Room: Salon 2
Chair: Hristina Dzhogleva, University of Pittsburgh, USA
1. ‘Does This Tax Make Me Look Fat?’: Using Stigma-Inducing Labels to Decrease Unhealthy Food Consumption
Avni Shah, Duke University, USA*
Jim Bettman, Duke University, USA
Punam Anand Keller, Dartmouth College, USA
Peter Ubel, Duke University, USA
One field experiment and two lab experiments examine the effectiveness of economic and stigma-inducing interventions on unhealthy
food choice and consumption. Stigma-inducing signals proved superior to economic interventions alone (e.g., ‘unhealthy’ label vs.
17.5% Value-Added-Tax). Gender and dining partner moderate this effect while self-construal differences mediate these results.
2. Does Reducing Nutritional Information Complexity Promote Healthier Food Choices?
Hristina Dzhogleva, University of Pittsburgh, USA*
Jeff Inman, University of Pittsburgh, USA
Jim Maurer, Catalina Marketing Corporation, USA
We examine how the ease-of-processing of nutritional information at the point of purchase impacts consumers’ food choices. Our
work reveals that facilitating consumers’ understanding of nutritional information by disclosing nutritional facts in a simple and easyto-process format can help them make healthier food decisions.
3. Promoting Portion Downsizing by Improving Consumer Response to Percentage Cost vs. Percentage Benefit Offers
Bhavya Mohan, Harvard Business School, USA*
Pierre Chandon, INSEAD, France
Jason Riis, Harvard Business School, USA
We find that individual differences such as cognitive ability and shopping goals moderate consumers’ ability to objectively assess the
value of percentage-based cost (50% off) and benefit (50% free) offers. Providing ratio-based rates nudges consumers away from
obesogenic % benefit offers in favor of healthier and economically-superior % cost offers.
4. Choosing to Participate: The Effects of Message Type on Enrollment and Participation
Eleanor Putnam-Farr, Massachusetts Institute of Technology, USA*
Jason Riis, Harvard Business School, USA
We evaluate the effects of different message types on enrollment and participation in an online physical activity tracking program. We
found significant differences between messages, with all active choice messages prompting higher enrollment than opt-in, but
quantification of the rewards leading to an earlier dropout rate.
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10.3 Look Who’s Talking: Linguistic Signaling in C2C & B2C Communication
Room: Salon 3
Co-chairs: Gaby Schellekens, Radboud University Nijmegen, The Netherlands
Ann Kronrod, Michigan State University, USA
1. A Negation Bias in Word of Mouth: How Negations Reveal and Maintain Expectancies About Brands and Products
Peeter Verlegh, University of Amsterdam, The Netherlands*
Camiel Beukeboom, Vrije University Amsterdam, The Netherlands
Christian Burgers, Vrije University Amsterdam, The Netherlands
We find that negations provide a subtle mechanism for communicating expectations and maintaining brand reputations. Study 1 shows
that speakers use negations when they describe experiences inconsistent with their expectations. Study 2 shows how receivers
“decode” this signal, and infer that experiences are less expected/more surprising when speakers use negations.
2. Wii Will Rock You! The Role of Figurative Language in Word of Mouth
Ann Kronrod, Michigan State University, USA*
Shai Danziger, Tel-Aviv University, Israel
Figurative language in advertising has a positive effect on product attitudes. Conversely, its effectiveness and use in WOM is context
specific: in reviews of hedonic (vs. utilitarian) offerings figurative language is used more often, and is more persuasive. Further,
reading a figurative review increases choice of hedonic over utilitarian options.
3. How Language Signals Persuasion: Concrete and Abstract Language in Product Referrals from Consumers and Firms
Gaby Schellekens, Radboud University Nijmegen, The Netherlands*
Peeter Verlegh, University of Amsterdam, The Netherlands
Ale Smidts, Erasmus University Rotterdam, The Netherlands
We examined the impact of concrete and abstract language in product referrals from consumers and sales personnel on perceived
persuasion knowledge. While language abstraction in referrals from other consumers has no effect on persuasion motives, more
abstract (vs. concrete) language use from sales agents activated a perception of being persuaded.
4. Putting the Customer Second: Pronouns in Customer-Firm Interactions
Grant Packard, Laurier School of Business & Economics, Canada*
Sarah Moore, University of Alberta, Canada
Brent McFerran, University of Michigan, USA
We examine pronoun use in the language of customer-firm interactions. Three studies reveal improvement in both customer
satisfaction and real behavioral responses (purchases) when firm agents are more self- (i.e. “I,” “my”) rather than customer-focused
(i.e. “you,” “your”). Perceived agency and empathy of the firm agent mediate the effect.
10.4 Making a Difference with Metal Pieces: New Findings on Seeing, Possessing, &
Losing Money
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Room: Salon 4 & 5
Co-chairs: Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong, China
Nicole L. Mead, Erasmus University Rotterdam, The Netherlands
1. Monetary Reminders Lead to Exchange Orientation and Emotion Suppression
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong, China*
Zhansheng Chen, University of Hong Kong, Hong Kong, China
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
Activating the concept of money increases individuals’ disposition to perceive themselves in an exchange interpersonal relationship;
this leads them to suppress their emotional expressions and to expect others to do likewise. Money-primed participants also judged
others’ emotions to be more extreme and avoided interacting with persons who displayed these emotions.
2. Monetary Cues Alter Interpersonal Harmony Because They Activate an Exchange-Orientation
Nicole L. Mead, Erasmus University Rotterdam, The Netherlands*
Eugene M. Caruso, University of Chicago, USA
Kathleen Vohs, University of Minnesota, USA
Roy F. Baumeister, Florida State University, USA
Three experiments tested the hypothesis that money can strain interpersonal harmony because it leads people to misapply moneymarket norms to communal relationships. Reminders of money (vs. neutral concepts) caused participants to institute exchange (vs.
communal) relationships; heightened exchange orientation accounted for the link between money reminders and hampered
interpersonal harmony.
3. To Tip or Not to Tip: Emotional and Monetary Tradeoffs in Tipping
Ayelet Gneezy, University of California San Diego, USA*
Nina Mazar, University of Toronto, Canada
Social norms posit that the better the service the higher the tip. Results from three experiments show that under specific
circumstances—not having enough cash—tipping norms might be paradoxically violated: individuals are more likely to avoid tipping
good service, yet are as likely to tip poor service.
4. Going, Going, Gone: Hidden Hormonal Influences on Loss Aversion
Kristina M. Durante, University of Texas at San Antonio, USA
Ashley Rae, University of Texas at San Antonio, USA*
Vladas Griskevicius, University of Minnesota, USA
Stephanie Cantu, University of Minnesota, USA
Is loss aversion influenced by hormones? Results revealed that women become less loss averse near ovulation. Ovulating women were
less upset about losing money and accepted lower selling prices in an actual marketplace exchange. Additional findings revealed
important boundary conditions for the effect of ovulatory hormones on women’s loss aversion.
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10.5 From Encoding, to Protecting, to Retrieving: Understanding the Interplay between
Social Identity & Consumer Memory
Room: Salon 12
Chair: Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
1. Memory for Advertising: When do Consumers Remember and When do they Forget Social-Identity-linked Ads?
Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China*
Rod Duclos, Hong Kong University of Science and Technology, Hong Kong, China
Li Huang, City University of Hong Kong, Hong Kong, China
What makes advertising memorable? A popular approach is to link ads to social identities, like gender or race. Identity-linking is
thought to attract consumers’ attention and encourage encoding. We find, however, that its effectiveness depends on a person-bysituation interaction. Sometimes identity-linking backfires, resulting in poor ad memory and product avoidance.
2. Savoring Through Avoidance: Identity-Based Strategic Memory Protection
Kathryn Mercurio, University of Oregon, USA*
Americus Reed II, University of Pennsylvania, USA
Mark Forehand, University of Washington, USA
We propose that consumers strategically protect their memories to reinforce various identities. We document that consumers savor
identity-related memories by delaying new experiences that could potentially weaken the link between memory and identity. This
research addresses the role of memory in identity management and the identity reinforcement process.
3. Identity Preservation: If I Can Remember It, You Can Have It
Karen Page Winterich, Pennsylvania State University, USA*
Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA
Julie R. Irwin, University of Texas at Austin, USA
Consumers are often reluctant to dispose of special possessions. We examine how disposal of special possessions can be increased
while retaining the memory associated with the product and minimizing identity threat from giving up the possession. Two studies
demonstrate memory preservation can increase donation and selling of special possessions.
4. Sentimental Social Roles and the Objects that Elicit Them
Lindsay R. L. Larson, Georgia Southern University, USA
T. Andrew Poehlman, Southern Methodist University, USA*
We examine social identity evoked from vintage product design and its effect on the idealization of gender-stereotypic behavior.
Women report greater idealization of traditional behaviors in response to feminine vintage (as opposed to modern or masculine)
design. Primed gender roles also lead women, to prefer gender-stereotypic vintage design products.
10.6 Green & Healthy: Doing Good for the Environment & for People
Room: Salon 6
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Chair: Pia Furchheim, Chemnitz University of Technology, Germany
1. When Altruism Is Perceived to Be Rare Would Materialists Buy Green?
Pia Furchheim, Chemnitz University of Technology, Germany*
Steffen Jahn, University of Goettingen, Germany
Cornelia Zanger, Chemnitz University of Technology, Germany
We explore the role of scarcity in overcoming the conflict between materialism and sustainability. Our research reveals that perceived
scarcity of personality traits that are associated with product consumption affects choice. That is, materialists that perceive green
personality traits to be scarce showed a stronger preference towards green products.
2. Green Consumption and the Theory of Planned Behavior in the Context of Post-Megaquake Behaviors in Japan
Sumire Stanislawski, Waseda University, Japan*
Yasushi Sonobe, Takachiho University, Japan
Shuji Ohira, Chiba University of Commerce, Japan
This study clarifies decision-making processes of Japanese green consumers after the Great East Japan Earthquake through
quantitative analysis. Japanese consumers were segmented based on past behavior to assess the differences in each group’s decisionmaking processes to purchase environmentally friendly products using the theory of planned behavior.
3. Healthful Food Decision-making at the Point of Purchase: An Update on Nutrition Labeling
Joerg Koenigstorfer, Technische Universität München, Germany*
Grażyna Wąsowicz-Kiryło, University of Warsaw, Poland
Małgorzata Styśko-Kunkowska, University of Warsaw, Poland
Andrea Groeppel-Klein, Saarland University, Germany
Numeric nutrition information that is implemented at a constant position on the front of food packages increases visual attention to the
labeling during shopping trips. The healthfulness of food choices is unaffected. However, consumers make more healthful choices
when traffic light color-coding and health marks are added to the labeling.
4. An Attributional Explanation of Consumers’ Unexpected Attitudes and Behavior Toward Poor-Nutritional Products, With
Implications For Childhood Obesity
Claudia Dumitrescu, Whitworth University, USA*
Renée Shaw Hughner, Arizona State University, USA
Clifford J. Shultz, II, Loyola University Chicago, USA
This study (1) advances an alternative psychological mechanism, which explains unexpected consumers’ attitudes and behavior; (2)
proposes a mediating role of attributions of responsibility between government regulation and product satisfaction; (3) offers a new
conceptualization of the government regulation construct (i.e., moderator of attributions of responsibility/self-serving bias).
10.7 Liking Products: What's Brand Got to Do With It?
Room: Salon 7
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Co-chairs: Hae Joo Kim, Wilfrid Laurier University, Canada
JoAndrea Hoegg, University of British Columbia, Canada
1. What Makes a Luxury Brand: The Effect of Competence and Warmth Cues on Luxury Perception
Miao Hu, Northwestern University, USA*
Derek D. Rucker, Northwestern University, USA
The current research advances novel theorizing on how two core dimensions of social judgment—competence and warmth— affect
how luxurious a brand is viewed by consumers. While competence cues enhance luxury perception for non-luxury brands, warmth
cues enhance luxury perception for brands that have already established themselves as luxuries.
2. Positive Brand Inferences from Processing Disfluency
Hae Joo Kim, Wilfrid Laurier University, Canada*
Melanie Dempsey, Ryerson University, Canada
We investigate whether processing disfluency can generate positive evaluations of a brand. Difficult-to-pronounce acronyms were
perceived as distant, and thus, rated more positively on attributes associated with socially distant others (e.g., competence) than
attributes associated with socially close others (e.g., friendliness) compared to easy-to-pronounce acronyms.
3. Impact of Fear on Brand Attachment
Lea Dunn, University of British Columbia, Canada*
JoAndrea Hoegg, University of British Columbia, Canada
The current research examines how fear can facilitate brand emotional attachment through desire for affiliation. We find that when
consumers undergo a fearful experience with a brand, they feel more emotionally attached to the brand, which has positive
implications for brand loyalty.
4. Turning to Brands when Close Others Turn Away: The Hydraulic Relation Between Social Support and Brand Reliance
Lili Wang, Zhe Jiang University, China*
Steven Shepherd, Duke University, USA
Tanya Chartrand, Duke University, USA
We explore the potentially hydraulic relationship between social support and brands in providing people with a sense of self-worth,
such that chronically low social support will lead people to turn more toward brands to achieving a sense of self-worth, while
experienced increases in social support will decrease this tendency.
10.8 Back to the Future: New Perspectives on Time
Room: Salon 8 & 9
Co-chairs: Ernest Baskin, Yale University, USA
Jordan Etkin, Duke University, USA
1. Managing Motivation Over Time: How Focusing on the Present vs. Future Influences Goal Pursuit
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Jordan Etkin, Duke University, USA*
Rebecca Ratner, University of Maryland, USA
This research demonstrates that temporal cues directing consumers to focus on goal pursuit in the present vs. future differently impact
consumer motivation as a function of perceived level of progress towards goal attainment. We find focusing the present (future)
increases motivation at low (high) levels of perceived progress.
2. What was I Thinking? Effect of Construal on Memory-Based Choice
Ernest Baskin, Yale University, USA*
Cheryl Wakslak, University of Southern California, USA
Nathan Novemsky, Yale University, USA
While research in construal level theory typically looks at one-time decisions, we consider decisions that require learning over time.
In a series of studies, we show when construal acts through attribute weighting at the point of information retrieval rather than
attentional processes in information encoding.
3. Philosophies of Happiness: Preferences for Experienced and Remembered Happiness
Cassie Mogilner, The Wharton School, University of Pennsylvania, USA*
Michael Norton, Harvard Business School, USA
Do people prefer a life they would experience as happy or a life they would remember as happy? We document a mismatch: People
exhibit a long-term preference for experienced happiness – yet in the moment, consistently choose remembered happiness.
4. The Psychophysics of Humor
A. Peter McGraw, University of Colorado, USA
Lawrence Williams, University of Colorado, USA*
Caleb Warren, Bocconi University, Italy
Psychological distance is an important factor in triumphing over tragedy, first through humor and next through irrelevance. A
longitudinal study of humorous reactions to Hurricane Sandy reveals a sweet spot to comedy. Humorous responses rise and
subsequently fall with time - a pattern predicted uniquely by the benign violation theory.
10.9 Off-the-Map Experiential Consumption
Room: Wilson
Chair: Nacima Ourahmoune, Reims Management School, France
1. Gender, Women and Sexual Experiences of Tourism
Nacima Ourahmoune, Reims Management School, France*
Men’s and women’s experiences of tourism have been understood differently, especially their experiences of sex tourism. However,
discussions around women who engage in sexual activities during their vacation have been strikingly absent from our field. An
ethnography in the Caribbean aims at contributing to a conceptualization of gender sexual subjectivities.
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2. Dynamics of Marketplace Inclusion and Consumption in Bazaars as Other Retail Spaces
Handan Vicdan, Emlyon Business School, France*
A. Fuat Firat, University of Texas - Pan American, USA
We explore the dynamics of consumption in traditional lower class bazaars, and how they are now redesigned to include upper classes
in Turkey. We study construction of a retail space and discover the means through which lower and upper classes construct their space
in the bazaar.
3. Staging the Museumspace: Overlapping Personal, Social, and Hedonic Experiences
Ada Leung, Penn State Berks, USA*
Huimin Xu, The Sage Colleges, USA*
Jessica Schocker, Penn State Berks, USA
We present a model that depicts the overlapping nature of personal, social, and hedonic experiences that occur in the museumspace.
Although personal experience is often conceptualized as the intrapersonal experiences between the cultural objects and the visitors, its
effects and implications are often interpersonal and hedonic in nature.
4. The Two Sides of the Gold Medal: Paradoxes of the Olympic Experience
Sabrina Gabl, University of Innsbruck, Austria*
Verena E. Stoeckl, University of Innsbruck, Austria*
Andrea Hemetsberger, University of Innsbruck, Austria*
This empirical study on the Olympic spectator experience identifies four paradoxes—“union and disunion,” “void and repletion,” “the
staged and the real,” and “the spirit and the rational” in discourse. A paradox perspective reveals interdependencies and dynamics of
temporary solidarization, vitalization of the extraordinary, conquest of truth, and authentication.
10.10 Learning to Like
Room: Salon 10
Chair: He (Michael) Jia, University of Southern California, USA
1. I’ll Keep the Cuddly One: Effects of Cuteness vs. Elegance on Product Retention
He (Michael) Jia, University of Southern California, USA*
Gratiana Pol, University of Southern California, USA
C.W. Park, University of Southern California, USA
Three studies show that, compared to an elegant-looking product design, a cute-looking product design induces a higher intent to
retain, but not a higher intent to purchase, the product. The advantage of cuteness on product retention is explained by caretaking
motivation, and this advantage is reduced for functional products.
2. Thank You: When and Why Expressions of Gratitude Enhance Consumer Satisfaction and Loyalty
Jamie D. Hyodo, Pennsylvania State University, USA*
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Karen Page Winterich, Pennsylvania State University, USA
Margaret G. Meloy, Pennsylvania State University, USA
Organizations frequently thank consumers, but what effects do these expressions of gratitude have on consumers? Across four studies,
we demonstrate that expressions of gratitude communicated by organizational representatives positively affect consumer attitudes and
loyalty intentions, while outlining an important boundary condition (service quality) and process mechanism (disconfirmed
expectations).
3. You are Forgiven: Cause Uncontrollability and Negative Emotional Contagion
Stefan Hattula, University of Stuttgart, Germany*
Carmen-Maria Albrecht, University of Mannheim, Germany
Torsten Bornemann, University of Stuttgart, Germany
Julian Würth, University of Mannheim, Germany
This research investigates how customers catch negative emotions of employees and how customers’ attributions for these negative
emotions impact the extent of emotional contagion. The results show that the strength of contagion effects depends on whether an
external explanation for the negative affect of the employee is provided or not.
4. The Feeling of Learning and the Joy of Liking
Daniel He, Columbia University, USA*
Shiri Melumad, Columbia University, USA
Michel Pham, Columbia University, USA
"Likes" and "Dislikes" provide valuable information to New Media firms. In addition to the social and instrumental incentives in
expressing "Likes" and "Dislikes" online, we propose that people evaluate their preferences because they derive an inherent pleasure
from the feeling of self-discovery when they learn what they like or dislike.
10.11 Building Commitment in Choices
Room: Salon 1
Co-chairs: Miri Chung, University of Rhode Island, USA
Rom Schrift, University of Pennsylvania, USA
1. Staying the Course: The Impact of No-Choice Options on Post-Choice Persistence
Rom Schrift, University of Pennsylvania, USA*
Jeffrey Parker, Georgia State University, USA
We show that the presence of a no-choice option at the time of choice reduces post-choice counterfactual thoughts and enables
consumers to overcome adversity and persist longer on their chosen path. In a series of 6 studies we demonstrate this effect in actual
behavior and identify the underlying psychological process.
2. Commitment to Virtuous Behaviors: How Self-control Shapes Commitment to Near vs. Distant Behaviors
Danit Ein-Gar, Tel-Aviv University, Israel*
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Across five studies, time execution and self-control are shown to influence commitment to virtuous behaviors. Low self-control
consumers prefer committing to the distant future when one’s schedule is abstract. High self-control consumers prefer committing to
the near future when one’s schedule is concrete. The effect is mediated by time slack.
3. Prominence vs. Dominance: How Relationships Between Alternatives Drive Decision Strategy and Choice
Ioannis Evangelidis, Rotterdam School of Management, Erasmus University, The Netherlands*
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
We document a novel context effect in which preference for an option superior on a prominent attribute relative to an option superior
on a non-prominent attribute decreases when dominating and/or dominated options are inserted in the choice set. We show this occurs
because the additional options trigger different decision strategies.
4. The Effects of Impulsivity on Perceptions of Prior Consumption
Frank May, University of South Carolina, USA*
Caglar Irmak, University of Georgia, USA
This research examines how differences in impulsivity affect how prior indulgences are perceived. We found that people who possess
a regulatory goal but are high in impulsivity distort perceptions of past indulgences in order to manufacture goal progress, but only in
the presence of an opportunity to indulge.
10.12 Roundtable: Consumption & Heritage
Room: Indiana
Chair: Cele Otnes, University of Illinois at Urbana-Champaign, USA
Participants:
Russell Belk, York University, Canada
Markus Giesler, York University, Canada
Benedetta Cappellini, Royal Holloway, University of London, Jim McAlexander, Oregon State University, USA
UK
Hope Jensen Schau, University of Arizona, USA
Aron Darmody, Suffolk University, USA
Srinivas Venugopal, University of Illinois at Urbana-
Beth DeFault, University of Arizona, USA
Champaign, USA
Amber Epp, University of Wisconsin - Madison, USA
Ela Veresiu, Witten/Herdecke University, Germany
Eileen Fischer, York University, Canada
Madhu Viswanathan, University of Illinois at UrbanaChampaign, USA
This roundtable explores intersections between consumption and heritage—a construct that remains underconceptualized within our
field. Participants will share their experiences with research endeavors that explore various forms of heritage consumption (e.g., brand,
ethnic, intellectual, touristic), address questions related to conducting heritage-related research, and explore a research agenda around
heritage.
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JCP ASSOCIATE EDITORS BUSINESS MEETING
3:30pm - 5:00pm
Kimball Room
JCP EDITORIAL REVIEW BOARD RECEPTION & MEETING
5:00pm - 7:00pm
Crystal Ballroom
(By Invitation Only)
WORKSHOP SESSIONS
5:00pm - 6:15pm
Skill Development Series
1. Mediation Practicum
Room: Salons 7-9
Chair: Stephen Spiller, University of California Los Angeles, USA*
This tutorial will be a brief guide to conducting mediation analyses using Hayes' (2013) PROCESS macro. In addition to use of the
macro, this tutorial will include a brief discussion of why there may be an indirect effect without a total effect, the benefits of
bootstrapping, and interpretations of its results. Bring your laptop.
2. Mediation, Contrasts, & LISREL
Room: Salon 1
Chair: Dawn Iacobucci, Vanderbilt University, USA*
How to really do mediation analyses, contrasts in ANOVA, and LISREL. Bring your laptop and questions. Dawn will email preconference instructions for downloads and be available for personal consultation.
3. Designing QUALTRICS Studies
Room: Salons 4-6
Chair: Bryce Winkelman, Qualtrics, USA*
Learn what is new in the Qualtrics platform and how it can help you conduct more effective research. Also covers future product
development roadmap and includes a Q&A session.
4. How to Make a Good Consumer Research Video
Room: Salon 3
Co-chairs: Russell Belk, York University, Canada*
Marylouise Caldwell, University of Sydney, Australia*
Paul Henry, University of Sydney, Australia*
Anyone who wants to make a consumer research video can do so with relatively little instruction or equipment. After whetting
appetites with a few short examples, this workshop will provide practical suggestions for making a good video and conduct a short
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exercise on pre-production filmmaking. The workshop will conclude with a discussion of how to turn video footage into a film and
how to make it an effective film. Both total novices and experienced filmmakers should be able to learn from it.
5. Journal of Consumer Research New Reviewer Training
Room: Adams
Co-chairs: Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China*
Jim Burroughs, University of Virginia, USA*
Open to all conference attendees who are new, potential, or beginning reviewers who review for or are interested in reviewing for
JCR. The Editors and Associate Editors of the Journal of Consumer Research (JCR) are conducting a workshop to train new, potential,
or beginning reviewers and discuss the review process in general. They will explain what makes a great review, discuss the trainee
program, and answer any questions.
Potential Participants: Søren Askegaard, University of Southern Denmark; Jennifer Argo, University of Alberta; Lauren Block,
Baruch College/CUNY; Margaret C. Campbell, University of Colorado; Darren Dahl, University of British Columbia; Kristen Diehl,
USC; Aimee Drolet, University of California, Los Angeles; Jennifer Edson Escalas, Vanderbilt University; Eileen Fischer, York
University; Kent Grayson, Northwestern University; Rebecca Hamilton, University of Maryland; Joel Huber, Duke University; Gita
V. Johar, Columbia University; Andrea Morales, Arizona State University; Page Moreau, University of Colorado; Brian Ratchford,
University of Texas at Dallas; Rebecca Ratner, University of Maryland; Jaideep Sengupta, Hong Kong University of Science and
Technology; Craig Thompson, University of Wisconsin; Stijn van Osselaer, Cornell University; Patti Williams, University of
Pennsylvania; Stacy Wood, North Carolina State University; Ann McGill, Editor, University of Chicago; Laura Peracchio, Editor,
University of Wisconsin-Milwaukee; Mary Frances Luce, Editor, Duke University
6. Journal of Consumer Research Advanced Reviewer Training
Room: Salon 12
Co-chairs: Darren Dahl, University of British Columbia, Canada*
Eileen Fischer, York University, Canada*
Open to all conference attendees with substantial reviewing experience who would like to refine their skills in reviewing for JCR. The
Editors and Associate Editors of the Journal of Consumer Research (JCR) are conducting a workshop to train advanced reviewers
(reviewers with substantial reviewing experience) and discuss the review process in general. They will explain what makes a great
review, discuss the trainee program, and answer any questions.
Potential Participants: Rashmi Adaval, Hong Kong University of Science and Technology; Jennifer Argo, University of Alberta;
Søren Askegaard, University of Southern Denmark; Lauren Block, Baruch College/CUNY; James Burroughs, University of Virginia;
Margaret C. Campbell, University of Colorado; Kristen Diehl, USC; Aimee Drolet, University of California, Los Angeles; Jennifer
Edson Escalas, Vanderbilt University; Kent Grayson, Northwestern University; Rebecca Hamilton, University of Maryland; Joel
Huber, Duke University; Gita V. Johar, Columbia University; Andrea Morales, Arizona State University; Page Moreau, University of
Colorado; Brian Ratchford, University of Texas at Dallas; Rebecca Ratner, University of Maryland; Jaideep Sengupta, Hong Kong
University of Science and Technology; Craig Thompson, University of Wisconsin; Stijn van Osselaer, Cornell University; Patti
Williams, University of Pennsylvania; Stacy Wood, North Carolina State University; Ann McGill, Editor, University of Chicago;
Laura Peracchio, Editor, University of Wisconsin-Milwaukee; Mary Frances Luce, Editor, Duke University
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GRAND FINALE @ HOUSE OF BLUES
7:30pm - midnight
329 N. Dearborn St., between Kinzie St. and Wacker Dr.
Food, Open Bar, Brand Inequity Live Concert, DJ Ash
Sponsored by
London Business School
The House of Blues is a short 10-minute walk from the hotel. Transportation is not provided. Student volunteers will direct
attendees to the venue from the hotel between 7:15pm and 7:45pm
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Sunday, October 6, 2013
JCR POLICY BOARD MEETING
7:30am - noon
Buckingham Room
ARCHITECTURAL BOAT TOUR
9:30am - 11:00am
(Optional - Registration Required)
Meet @ Bay - 4th Floor at 9:00am for a group walkover or Riverside Gardens (Michigan Avenue & Wacker Drive, the
Southeast corner of the Michigan Avenue Bridge) at 9:25am
ART INSTITUTE OF CHICAGO GUIDED TOUR
10:30am - 11:30am
(Optional - Registration Required)
Meet @ Bay - 4th Floor at 10:10am for a group walkover or west wall of the Monroe Street Entrance of the Art Institute,
directly across from the admissions counter, at 10:25am
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Acknowledgements
Special Sessions - Program Committee
Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China
Pankaj Aggarwal, University of Toronto, Canada
Eduardo Andrade, FGV, Rio de Janeiro, Brazil
Jennifer Argo, University of Alberta, Canada
Zeynep Arsel, Concordia University, Canada
Jim Bettman, Duke University, USA
Tonya Williams Bradford, University of Notre Dame, USA
Barbara Briers, Tilburg University, The Netherlands
Katherine Burson, University of Michigan, USA
David Crockett, University of South Carolina, USA
Marcus Cunha Jr., University of Georgia, USA
Darren Dahl, University of British Columbia, Canada
Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Bart De Langhe, University of Colorado, USA
Kristin Diehl, University of Southern California, USA
David Faro, London Business School, UK
Eileen Fischer, York University, Canada
Gavan Fitzsimons, Duke University, USA
David Gal, Northwestern University, USA
Andrew D. Gershoff, University of Texas at Austin, USA
Markus Giesler, York University, Canada
Joseph Goodman, Washington University in St. Louis, USA
Jiewen Hong, Hong Kong University of Science and Technology, Hong Kong, China
Ashlee Humphreys, Northwestern University, USA
Iris W. Hung, National University of Singapore, Singapore
Jeff Inman, University of Pittsburgh, USA
Chris Janiszewski, University of Florida, USA
Barbara E. Kahn, University of Pennsylvania, USA
Frank R. Kardes, University of Cincinnati, USA
Donald Lehmann, Columbia University, USA
Selin A. Malkoc, Washington University in St. Louis, USA
Brent McFerran, University of Michigan, USA
Andrew Mitchell, University of Toronto, Canada
Andrea Morales, Arizona State University, USA
Michael Norton, Harvard Business School, USA
Vanessa Patrick, University of Houston, USA
Hilke Plassmann, INSEAD, France
Anastasiya Pocheptsova, University of Maryland, USA
Cait Poynor Lamberton, University of Pittsburgh, USA
189
Suresh Ramanathan, Texas A&M University, USA
Akshay Rao, University of Minnesota, USA
Joseph Redden, University of Minnesota, USA
J. Edward Russo, Cornell University, USA
Hope Jensen Schau, University of Arizona, USA
Sharon Shavitt, University of Illinois, USA
Hao Shen, Chinese University of Hong Kong, Hong Kong, China
John Sherry, University of Notre Dame, USA
Joseph Simmons, University of Pennsylvania, USA
Itamar Simonson, Stanford University, USA
Steven Sweldens, INSEAD, France
Manoj Thomas, Cornell University, USA
Carlos J. Torelli, University of Minnesota, USA
Zakary L. Tormala, Stanford University, USA
Gulnur Tumbat, San Francisco State University, USA
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
Stijn van Osselaer, Cornell University, USA
Melanie Wallendorf, University of Arizona, USA
Michelle Weinberger, Northwestern University, USA
Katherine White, University of British Columbia, Canada
Patti Williams, University of Pennsylvania, USA
Alison Jing Xu, University of Toronto, Canada
Competitive Papers - Associate Editors
Marco Bertini, London Business School, UK
C. Miguel Brendl, Northwestern University, USA
Amar Cheema, University of Virginia, USA
Amber Epp, University of Wisconsin - Madison, USA
Nina Mazar, University of Toronto, Canada
Steve Nowlis, Washington University in St. Louis, USA
Michel Tuan Pham, Columbia University, USA
Stefano Puntoni, Rotterdam School of Management, Erasmus University, The Netherlands
Aric Rindfleisch, University of Illinois at Urbana-Champaign, USA
Christian Wheeler, Stanford University, USA
Competitive Papers – Editorial Review Board
Rohini Ahluwalia, University of Minnesota, USA
Adam Alter, New York University, USA
Tamar Avnet, Yeshiva University, USA
Rajesh Bagchi, Virginia Tech, USA
Daniel Bartels, Columbia University, USA
Hans Baumgartner, Pennsylvania State University, USA
Jonah Berger, University of Pennsylvania, USA
190
Lauren Block, Baruch College, USA
Merrie Brucks, University of Arizona, USA
Sabrina Bruyneel, Katholieke University Leuven, Belgium
Margaret Campbell, University of Colorado, USA
Amitav Chakravarti, London School of Economics, UK
Elaine Chan, Tilburg University, The Netherlands
Elise Chandon Ince, Virginia Tech, USA
Hannah Chang, Singapore Management University, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Haipeng (Allan) Chen, Texas A&M University, USA
Eunice Kim Cho, Pennsylvania State University, USA
Alan D. Cooke, University of Florida, USA
June Cotte, Ivey Business School, Western University, Canada
Elizabeth Cowley, University of Sydney, Australia
Cynthia Cryder, Washington University in St. Louis, USA
Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China
Peter Darke, The Schulich School of Business, York University, Canada
Siegfried Dewitte, Katholieke University Leuven, Belgium
Aimee Drolet Rossi, University of California Los Angeles, USA
David Dubois, INSEAD, France
Jane Ebert, Brandeis University, USA
Rosellina Ferraro, University of Maryland, USA
Mark Forehand, University of Washington, USA
Leilei Gao, Chinese University of Hong Kong, Hong Kong, China
Eric Greenleaf, New York University, USA
Vladas Griskevicius, University of Minnesota, USA
Rebecca Hamilton, University of Maryland, USA
Ryan Hamilton, Emory University, USA
Gerald Häubl, University of Alberta, Canada
Michal Herzenstein, University of Delaware, USA
JoAndrea Hoegg, University of British Columbia, Canada
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong, China
Andrew Kaikati, Saint Louis University, USA
Uma R. Karmarkar, Harvard Business School, USA
Anat Keinan, Harvard University, USA
Uzma Khan, Stanford University, USA
Anne Klesse, Tilburg University The Netherlands
Minjung Koo, SungKyunKwan University, Republic of Korea
Thomas Kramer, University of South Carolina, USA
Jessica Y. Y. Kwong, Chinese University of Hong Kong, Hong Kong, China
Ellie Kyung, Dartmouth College, USA
Kelly (Kiyeon) Lee, Washington University in St. Louis, USA
Spike W. S. Lee, University of Toronto, Canada
191
Xiuping Li, National University of Singapore, Singapore
Xuefeng Liu, University of Illinois, USA
Tina M. Lowrey, HEC Paris, France
David Luna, Baruch College, USA
Sam Maglio, University of Toronto, Canada
Michal Maimaran, Northwestern University, USA
Alan Malter, University of Illinois at Chicago, USA
Naomi Mandel, Arizona State University, USA
Blake McShane, Northwestern University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Margaret G. Meloy, Pennsylvania State University, USA
Joan Meyers-Levy, University of Minnesota, USA
Arul Mishra, University of Utah, USA
Himanshu Mishra, University of Utah, USA
Daniel Mochon, Tulane University, USA
Cassie Mogilner, The Wharton School, University of Pennsylvania, USA
Alokparna (Sonia) Monga, University of South Carolina, USA
Ashwani Monga, University of South Carolina, USA
Sarah Moore, University of Alberta, Canada
Page Moreau, University of Colorado, USA
Vicki G. Morwitz, New York University, USA
Jesper Nielsen, University of Arizona, USA
Theodore Noseworthy, University of Guelph, Canada
Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands
Per Ostergaard, University of Southern Denmark, Denmark
Julie L. Ozanne, Virginia Tech, USA
Karen Page Winterich, Pennsylvania State University, USA
Cait Poynor Lamberton, University of Pittsburgh, USA
John Pracejus, University of Alberta, Canada
Rebecca Ratner, University of Maryland, USA
Scott Rick, University of Michigan, USA
Jason Riis, Harvard Business School, USA
Deborah Roedder-John, University of Minnesota, USA
Anne Roggeveen, Babson College, USA
Aner Sela, University of Florida, USA
Edith Shalev, Technion, Israel
Stewart Shapiro, University of Delaware, USA
Deborah Small, University of Pennsylvania, USA
Robin L. Soster, University of Arkansas, USA
Stephen Spiller, University of California Los Angeles, USA
Joydeep Srivastava, University of Maryland, USA
Mary Steffel, University of Cincinnati, USA
Mita Sujan, Tulane University, USA
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Debora V. Thompson, Georgetown University, USA
Claudia Townsend, University of Miami, USA
Claire Tsai, University of Toronto, Canada
Mirjam Tuk, Imperial College Business School, UK
Gülden Ülkümen, University of Southern California, USA
Oleg Urminsky, University of Chicago, USA
Ana Valenzuela, Baruch College, CUNY, USA/Universitat Pompeu Fabra, Spain
Ekant Veer, University of Canterbury, New Zealand
Nicole Verrochi Coleman, University of Pittsburgh, USA
Kathleen Vohs, University of Minnesota, USA
Monica Wadhwa, INSEAD, Singapore
Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA
Echo Wen Wan, University of Hong Kong, Hong Kong, China
Jing (Alice) Wang, University of Iowa, USA
Kimberlee Weaver, Virginia Tech, USA
Caroline Wiertz, Cass Business School, City University London, UK
Keith Wilcox, Columbia University, USA
Lawrence Williams, University of Colorado, USA
Eugenia Wu, Cornell University, USA
Catherine Yeung, National University of Singapore, Singapore
Yael Zemack-Rugar, Virginia Tech, USA
Meng Zhang, Chinese University of Hong Kong, Hong Kong, China
Yan Zhang, National University of Singapore, Singapore
Min Zhao, University of Toronto, Canada
Chen-Bo Zhong, University of Toronto, Canada
Rongrong Zhou, Hong Kong University of Science and Technology, Hong Kong, China
Juliet Zhu, CKGSB, China
Competitive Papers - Reviewers
Eathar Abdul-Ghani, Auckland University of Technology, New Zealand
Tanvir Ahmed, La Trobe University, Australia
Hongmin Ahn, West Virginia University, USA
Utku Akkoç, University of Alberta, Canada
David Alexander, University of St. Thomas, USA
Claudio Alvarez, Boston University, USA
Jennifer Amar, University of Paris II Pantheon Assas and University of South Brittany IREA EA 4251, France
Lalin Anik, Duke University, USA
Christina I. Anthony, University of Sydney, Australia
Manon Arcand, Université du Québec à Montréal, Canada
Stephen Atlas, University of Rhode Island, USA
Sumitra Auschaitrakul, McGill University, Canada
Shahar Ayal, Interdisciplinary Center (IDC) Herzeliya, Israel
Aylin Aydinli, London Business School, UK
193
Ainsworth A Bailey, University of Toledo, USA
Aysen Bakir, Illinois State University, USA
Paul W. Ballantine, University of Canterbury, New Zealand
Silke Bambauer-Sachse, University of Fribourg, Switzerland
Fleura Bardhi, Northeastern University, USA
Michelle Barnhart, Oregon State University, USA
Wided Batat, University of Lyon 2, France
Julia Bayuk, University of Delaware, USA
Jennifer Bechkoff, San Jose State University, USA
Steven Bellman, Murdoch University, Australia
Aronte Bennett, Villanova University, USA
Jonathan Berman, University of Pennsylvania, USA
Marco Bertini, London Business School, UK
Mariam Beruchashvili, California State University Northridge, USA
Namita Bhatnagar, University of Manitoba, Canada
Baler Bilgin, Koç University, Turkey
Darron Billeter, Brigham Young University, USA
Alessandro Biraglia, University of Leeds, UK
Abhijit Biswas, Wayne State University, USA
Dipayan Biswas, University of South Florida, USA
Sean Blair, Northwestern University, USA
Simon J. Blanchard, Georgetown University, USA
Janneke Blijlevens, Delft University of Technology, The Netherlands
Matthias Bode, University of Southern Denmark, Denmark
Benjamin Boeuf, HEC Montreal, Canada
Wendy Attaya Boland, American University, USA
Lisa E. Bolton, Pennsylvania State University, USA
Samuel Bond, Georgia Tech, USA
Andrea Bonezzi, New York University, USA
Gaël Bonnin, Reims Management School, France
Adilson Borges, Reims Management School, France
Stefania Borghini, Bocconi University, Italy
Anick Bosmans, Tilburg University, The Netherlands
Othman Boujena, Rouen Business School, France
Jan Brace-Govan, Monash University, Australia
S. Adam Brasel, Boston College, USA
Rafael Bravo, University of Zaragoza, Spain
Julie Edell Britton, Duke University, USA
Anne J. Broderick, De Montfort University, UK
Aaron R. Brough, Utah State University, USA
Katja H. Brunk, ESMT European School of Management and Technology, Germany
Melissa Bublitz, University of Wisonsin Oshkosh, USA
Denise Buhrau, Stony Book University, USA
194
Olya Bullard, University of Manitoba, Canada
Oliver B. Büttner, University of Vienna, Austria
Yuri Cameron, LexisNexis, USA
Norah Campbell, Trinity College Dublin, Ireland
Benedetta Cappellini, Royal Holloway, University of London, UK
Les Carlson, University of Nebraska, USA
Marina Carnevale, Fordham University, USA
Stephanie Carpenter, University of Michigan, USA
Sergio Carvalho, University of Manitoba, Canada
Cecilia Cassinger, Lund University, Sweden
Iana Castro, San Diego State University, USA
Jesse Catlin, Washington State University, USA
Rajdeep Chakraborti, IBS, Hyderabad, India
Elisa Chan, Cornell University, USA
Eugene Chan, University of Toronto, Canada
Chiu-chi Angela Chang, Central Michigan University, USA
Connie Chang, Meiji University, Japan
Hua Chang, Drexel University, USA
Joseph W. Chang, Vancouver Island University, Canada
Patrali Chatterjee, Montclair State University, USA
Subimal Chatterjee, SUNY Binghamton, USA
Sophie Chaxel, McGill University, Canada
Bo Chen, ESSEC Business School, France
Fangyuan Chen, Hong Kong University of Science and Technology, Hong Kong, China
Rongjuan Chen, Stevens Institute of Technology, USA
Zoey Chen, Georgia Tech, USA
Helene Cherrier, Griffith University, Australia
Sydney Chinchanachokchai, University of Illinois, USA
Cecile Cho, University of California Riverside, USA
Sunmyoung Cho, Yonsei University, Republic of Korea
Athinodoros Chronis, California State University, Stanislaus, USA
HaeEun Helen Chun, Cornell University, USA
Sunghun Chung, Desautels Faculty of Management, McGill University, Canada
Luca Cian, University of Michigan, USA
Melissa Cinelli, University of Mississippi, USA
Bart Claus, Iéseg School of Management, France
Rita Coelho do Vale, Catolica Lisbon- School of Business and Economics, Catholic University of Portugal, Portugal
Catherine A. Cole, University of Iowa, USA
Larry Compeau, Clarkson University, USA
Jacqueline (Jax) Conard, Belmont University, USA
Paul Connell, City University London, UK
Laurel Aynne Cook, University of Arkansas, USA
Peter Corrigan, University of New England, Australia
195
Carolyn Costley, University of Waikato, New Zealand
Patrice Cottet, University of Reims, France
Elizabeth Crosby, University of Wisconsin - La Crosse, USA
Oliver Cruz-Milán, University of Texas - Pan American, USA
Daniele Dalli, University of Pisa, Italy
Ahmad Daryanto, Lancaster University, UK
Derick Davis, Virginia Tech, USA
Matteo De Angelis, LUISS University, Italy
Helene de Burgh-Woodman, University of Notre Dame, Australia
Ilona De Hooge, Erasmus University Rotterdam, The Netherlands
Benet DeBerry-Spence, University of Illinois at Chicago, USA
Céline Del Bucchia, Audencia School of Management, France
Benedict Dellaert, Erasmus University Rotterdam, The Netherlands
Yoshiko DeMotta, Fairleigh Dickinson University, USA
Kalpesh K. Desai, State University of New York at Binghamton, USA
Helene Deval, Dalhousie University, Canada
Radu-Mihai Dimitriu, Cranfield School of Management, UK
Claudiu Dimofte, San Diego State, USA
Delphine Dion, Sorbonne Business School, France
Eric Dolansky, Brock University, Canada
Pierre-Yann Dolbec, Schulich School of Business, York University, Canada
Karolien Driesmans, Katholieke University Leuven, Belgium
Courtney M. Droms, Butler University, USA
Katherine Duffy, University of Strathclyde, UK
Jeffrey Durgee, Rensselaer Polytechnic Institute, USA
Toni Eagar, Australian National University, Australia
Jiska Eelen, University of Amsterdam, The Netherlands
Danit Ein-Gar, Tel Aviv University, Israel
Ryan Elder, Brigham Young University, USA
Amber Epp, University of Wisconsin - Madison, USA
Alet C. Erasmus, University of Pretoria, South Africa
Francine Espinoza Petersen, European School of Management and Technology, Germany
Sina Esteky, University of Michigan, USA
Zachary Estes, Bocconi University, Italy
Jordan Etkin, Duke University, USA
R. Adam Farmer, University of Kentucky, USA
Alexander (Sasha) Fedorikhin, Indiana University, USA
Reto Felix, University of Monterrey, Mexico
Karen V. Fernandez, The University of Auckland, New Zealand
Robert Fisher, University of Alberta, Canada
Samuel Franssens, London Business School, UK
Lorraine Friend, University of Waikato, New Zealand
Jeff Galak, Carnegie Mellon University, USA
196
Iñigo Gallo, IESE Business School, Spain
Nitika Garg, University of New South Wales, Australia
Marion Garnier, SKEMA Business School, Univ Lille Nord de France, LSMRC, France
Aaron Garvey, University of Kentucky, USA
Claas Christian Germelmann, University of Bayreuth, Germany
Fateme Ghadami, HEC Montreal, Canada
Justina Gineikienė, Vilnius University, Lithuania
Marina Girju, DePaul University, USA
Kelly Goldsmith, Northwestern University, USA
Pierrick Gomez, Reims Management School and University Paris Dauphine, France
Dilney Goncalves, IE Business School - IE University, Spain
Hector Gonzalez-Jimenez, Bradford University, UK
Miranda Goode, Ivey Business School, Western University, Canada
Ronald Goodstein, Georgetown University, USA
Mahesh Gopinath, Old Dominion University, USA
Alain Goudey, Reims Management School, France
Stephen J. Gould, Baruch College, CUNY, USA
Andrea Groeppel-Klein, Saarland University, Germany
Bianca Grohmann, Concordia University, Canada
Nina Gros, Maastricht University, The Netherlands
Barbara Gross, California State University, Northridge, USA
Haodong Gu, University of New South Wales, Australia
Yangjie Gu, Tilburg University, The Netherlands
Abhijit Guha, Wayne State University, USA
Veronique Guilloux, Universite Paris XII, France
Young Won Ha, Sogang University, Republic of Korea
Henrik Hagtvedt, Boston College, USA
Elina Halonen, University of Turku, Finland
Kathy Hamilton, University of Strathclyde, UK
Jay Handelman, Queen's University, Canada
Haiming Hang, University of Bath, UK
Richard Hanna, Northeastern University, USA
Tracy Harmon, University of Dayton, USA
Douglas Hausknecht, University of Akron, USA
Kelly Haws, Vanderbilt University, USA
Timothy B. Heath, HEC Paris, France
William Hedgcock, University of Iowa, USA
Wibke Heidig, University of St. Gallen, Switzerland
Andrea Hemetsberger, University of Innsbruck, Austria
Kelly B. Herd, Indiana University, USA
Joel Hietanen, Aalto University School of Economics, Finland
Diogo Hildebrand, CUNY, USA
Mark E. Hill, Montclair State University, USA
197
Elizabeth Hirschman, Rutgers University, USA
Soonkwan Hong, Michigan Technological University, USA
Monali Hota, Lille Catholic University, France
Chun-Kai Tommy Hsu, Old Dominion University, USA
Ming Hsu, University of California Berkeley, USA
Yanliu Huang, Drexel University, USA
Young Eun Huh, Hong Kong University of Science and Technology, Hong Kong, China
Yu-chen Hung, National University of Singapore, Singapore
Kenneth F. Hyde, Auckland University of Technology, New Zealand
Jamie D. Hyodo, Pennsylvania State University, USA
Sajna Ibrahim, SUNY Binghamton, USA
Yoel Inbar, Tilburg University, The Netherlands
Caglar Irmak, University of Georgia, USA
Mathew S. Isaac, Seattle University, USA
Aarti Ivanic, University of San Diego, USA
Steffen Jahn, University of Goettingen, Germany
Ahmad Jamal, Cardiff University, UK
Narayan Janakiraman, University of Texas at Arlington, USA
Claudia Jasmand, Imperial College London, UK
Ana Javornik, Università della Svizzera Italiana, Switzerland
Rama Jayanti, Cleveland State University, USA
Christina Jerger, Catholic University of Eichstaett-Ingolstadt, Germany
He (Michael) Jia, University of Southern California, USA
Napatsorn Jiraporn, State University of New York at New Paltz, USA
Leslie John, Harvard Business School, USA
Joshy Joseph, Indian Institute of Management Kozhikode, India
Annamma Joy, UBC-Okanagan, Canada
Nikos Kalogeras, Maastricht University, The Netherlands
Arti Kalro, Shailesh J Mehta School of Management, Indian Institute of Technology Bombay, India
Bernadette Kamleitner, Vienna University of Economics and Business, Austria
Sommer Kapitan, University of Texas at San Antonio, USA
Carol Kaufman-Scarborough, Rutgers University-Camden, USA
Katie Kelting, University of Arkansas, USA
Pelin Kesebir, University of Colorado at Colorado Springs, USA
Sajid Khan, American University of Sharjah, UAE
Adwait Khare, University of Texas at Arlington, USA
Blair Kidwell, Ohio State University, USA
Hae Joo Kim, Wilfrid Laurier University, Canada
JeeHye Christine Kim, INSEAD, Singapore
Moon-Yong Kim, Hankuk University of Foreign Studies, Republic of Korea
Sara Kim, University of Hong Kong, Hong Kong, China
Yeuseung Kim, DePaul University, USA
Youngseon Kim, Central Connecticut State University, USA
198
Tracey King, Georgia Gwinnett College, USA
Eva Kipnis, Coventry Business School, UK
Colleen Kirk, Mount Saint Mary College, USA
Nadav Klein, University of Chicago, USA
Rob Kleine, Ohio Northern University, USA
Ingeborg Kleppe, NHH - Norwegian School of Economic, Norway
Bruno Kocher, HEC Lausanne, Switzerland
Nicole Koenig-Lewis, Swansea University, School of Business and Economics, UK
Joerg Koenigstorfer, Technische Universität München, Germany
Florian Kohlbacher, German Institute for Japanese Studies (DIJ), Tokyo, Japan
Monika Koller, University of Innsbruck, Austria
Gachoucha Kretz, ISC Paris School of Management, France
Robert Kreuzbauer, Nanyang Technological University, Singapore
Shanker Krishnan, Indiana University, USA
Ann Kronrod, Michigan State University, USA
Monika Kukar-Kinney, University of Richmond, USA
Atul Kulkarni, University of Missouri, USA
Sushant Kumar, Indian Institute of Management, Lucknow, India
Hsiao-Ching Kuo, University of South Florida, USA
Dae Hee Kwak, University of Michigan, USA
Caroline Lacroix, University of Quebec in Montreal, Canada
Raphaëlle Lambert-Pandraud, ESCP Europe, France
Jan R. Landwehr, Goethe University Frankfurt, Germany
Sandra Laporte, HEC Montréal, Canada
John Lastovicka, Arizona State University, USA
Robert Latimer, New York University, USA
Kathryn LaTour, Cornell University, USA
Kong Cheen Lau, Marketing Institute of Singapore, Singapore
Tommi Laukkanen, University of Eastern Finland, Finland
Jaehoon Lee, University of Houston at Clear Lake, USA
Seung Hwan (Mark) Lee, Colorado State University, USA
Nikki Lee-Wingate, Fairfield University, USA
Jing Lei, The University of Melbourne, Australia
Gail Leizerovici, Western University, Canada
Marijke C. Leliveld, University of Groningen, The Netherlands
Siew Meng Leong, National University of Singapore, Singapore
Ada Leung, Penn State Berks, USA
Eric Levy, University of Cambridge, UK
Sidney Levy, University of Arizona, USA
En Li, Central Queensland University, Australia
Eric Li, University of British Columbia, Canada
Ye Li, University of California Riverside, USA
Jianping Liang, Sun Yat-sen University, China
199
Maria Lichrou, University of Limerick, Ireland
Theo Lieven, University of St. Gallen, Switzerland
Lily Lin, California State University Los Angeles, USA
Andrew Lindridge, The Open University Business School, UK
Marc Linzmajer, Zeppelin University, Germany
Peggy Liu, Duke University, USA
Richie Liu, Washington State University, USA
Wendy Liu, UC San Diego, USA
Yuanyuan Liu, ESSEC Business School, France
Sara Loughran Dommer, Georgia Tech, USA
Katherine Loveland, HEC Montreal, Canada
Fang-Chi Lu, University of Iowa, USA
Michael Luchs, The College of William and Mary, USA
Marius K. Luedicke, Cass Business School, City University London, UK
Renaud Lunardo, KEDGE Business School, France
Robert Madrigal, University of Oregon, USA
Adriana Madzharov, Baruch College, USA
Natalia Maehle, Institute for Research in Economics and Business Administration, Norway
Virginie Maille, SKEMA Business School, France
Kelley Main, University of Manitoba, Canada
Vincent Mak, University of Cambridge, UK
Igor Makienko, University of Nevada at Reno, USA
Prashant Malaviya, Georgetown University, USA
Anne-Flore Maman Larraufie, SémioConsult, Italy
Danielle Mantovani, Federal University of Parana, Brazil
Ingrid M. Martin, California State University, Long Beach, USA
Ted Matherly, Oklahoma State University, USA
Daniele Mathras, Arizona State University, USA
Anil Mathur, Hofstra University, USA
Pragya Mathur, Baruch College, USA
Gunnar Mau, University of Siegen, Germany
J. Mark Mayer, Kelley School of Business, Indiana University, USA
Michael McCarthy, Miami University, USA
Joanne McNeish, Ryerson University, Canada
Tom Meyvis, New York University, USA
Tomasz Miaskiewicz, University of Colorado, USA
Katherine L. Milkman, The Wharton School, University of Pennsylvania, USA
Elizabeth Miller, Universiy of Massachusetts Amherst, USA
Dong-Jun Min, University of Georgia, USA
Hyun Jeong Min, Black Hills State University, USA
Yuko Minowa, Long Island University, USA
Mauricio Mittelman, Universidad Torcuato Di Tella, Argentina
Praggyan Mohanty, Governors State University, USA
200
Risto Moisio, California State University, Long Beach, USA
Nicole Montgomery, McIntire School of Commerce, University of Virginia
Sangkil Moon, North Carolina State University, USA
Elizabeth Moore, University of Notre Dame, USA
Emily Moscato, Virginia Tech, USA
Jill Mosteller, Portland State University, USA
Mehdi Mourali, University of Calgary, Canada
James Mourey, DePaul University, USA
Ashesh Mukherjee, McGill University, Canada
Nira Munichor, Hebrew University of Jerusalem, Israel
Kyle B. Murray, University of Alberta, Canada
Anish Nagpal, The University of Melbourne, Australia
Vanisha Narsey, University of Auckland, New Zealand
Leif D. Nelson, University of California Berkeley, USA
Gergana Nenkov, Boston College, USA
Marcelo V. Nepomuceno, ESCP Europe, France
Sharon Ng Sok Ling, Nanyang Technological University, Singapore
Leonardo Nicolao, Texas Christian University, USA
Valeria Noguti, University of Technology Sydney, Australia
Nathan Novemsky, Yale University, USA
Krittinee Nuttavuthisit, Chulalongkorn University, Thailand
Douglas Olsen, Arizona State University, USA
Lars Erling Olsen, Oslo School of Management, Norway
Massimiliano Ostinelli, University of Wisconsin-Milwaukee, USA
Laura Oswald, Marketing Semiotics Inc., USA
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Nacima Ourahmoune, Reims Management School, France
Timucin Ozcan, Southern Illinois University Edwardsville, USA
Stefano Pace, Kedge Business School, France
Grant Packard, Laurier School of Business & Economics, Canada
Neeru Paharia, Georgetown University, USA
Mario Pandelaere, Ghent University, Belgium
Jun Pang, Renmin University of China, China
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Jungkun Park, University of Houston, USA
Jeffrey Parker, Georgia State University, USA
Kirsten Passyn, Salisbury University, USA
Yupin Patarapongsant, SASIN: Chulalongkorn University, Thailand
Suppakron Pattaratanakun, University of Cambridge, UK
Alessandro Peluso, University of Salento, Italy
Adrian Peretz, Oslo School of Management, Norway
Maria Eugenia Perez, Tecnologico de Monterrey, Mexico
Andrew W. Perkins, Ivey Business School, Western University
201
Paula Peter, San Diego State University, USA
Ivana Petrovic, University of Belgrade, Serbia
Bruce E. Pfeiffer, University of New Hampshire, USA
Barbara J. Phillips, University of Saskatchewan, Canada
Diane M. Phillips, Saint Joseph's University, USA
Doreen Pick, Freie Universitaet Berlin, Germany
Marta Pizzetti, Università della Svizzera Italiana, Switzerland
Jeffrey Podoshen, Franklin and Marshall College, USA
T. Andrew Poehlman, Southern Methodist University, USA
Morgan Poor, University of San Diego, USA
Monica Popa, Edwards School of Business, University of Saskatchewan, Canada
Sanne Poulsen, University of Otago, New Zealand
Keiko Powers, MarketShare, USA
Chloe Preece, King's College London, UK
Girish Punj, University of Connecticut, USA
Stefano Puntoni, Rotterdam School of Management, Erasmus University, The Netherlands
Marina Puzakova, Oregon State University, USA
Martin Pyle, Queen's University, Canada
Pingping Qiu, Monash University, Australia
Raj Raghunathan, University of Texas at Austin, USA
Priyali Rajagopal, University of South Carolina, USA
Sekar Raju, Iowa State University, USA
Brian Ratchford, University of Texas at Dallas, USA
S. Ratti Ratneshwar, University of Missouri, USA
Martin Reimann, University of Arizona, USA
Nicholas Reinholtz, Columbia University, USA
Nancy Ridgway, University of Richmond, USA
Shannon Rinaldo, Texas Tech University, USA
Diego Rinallo, Euromed Management, Marseille, France
Torsten Ringberg, Copenhagen Business School, Denmark
Scott Roberts, University of the Incarnate Word, USA
Joseph F. Rocereto, Monmouth University, USA
Joonas Rokka, Rouen Business School, France
Marisabel Romero, University of South Florida, USA
Randall Rose, University of South Carolina, USA
Sara Rosengren, Stockholm School of Economics, Sweden
William T. Ross Jr., University of Connecticut, USA
Rajat Roy, Curtin University, Australia
Himadri Roy Chaudhuri, Institute of Rural Management Anand/IMI-Kolkata, India
Cristel Antonia Russell, American University, USA
Ayalla Ruvio, Temple University, USA
Aaron M. Sackett, University of St. Thomas, USA
Ritesh Saini, University of Texas at Arlington, USA
202
Laura Salciuviene, Lancaster University, UK
Anthony Salerno, University of Miami, USA
Mukunthan Santhanakrishnan, Idaho State University, USA
Gaby Schellekens, Radboud University Nijmegen, The Netherlands
Sharon Schembri, University of Texas - Pan American, USA
Ann Schlosser, University of Washington, USA
Hanna Schramm-Klein, University of Siegen, Germany
Jonathan Schroeder, Rochester Institute of Technology, USA
Heather Schulz, University of Nebraska at Kearney, USA
Janet Schwartz, Tulane University, USA
Irene Scopelliti, City University London, UK
Maura Scott, Florida State University, USA
Barbara Seegebarth, Technische Universität Braunschweig, Germany
Anne-Laure Sellier, HEC Paris, France
Rania W. Semaan, American University of Sharjah, UAE
Julio Sevilla, University of Georgia, USA
Eesha Sharma, Dartmouth College, USA
Gurvinder Singh Shergill, Massey University, New Zealand
Suzanne Shu, University of California Los Angeles, USA
Shakeel Siddiqui, Dublin City University, Ireland
Lawrence Silver, Southeastern Oklahoma State University, USA
David H. Silvera, University of Texas at San Antonio, USA
Bonnie Simpson, Western University, Canada
Anu Sivaraman, University of Delaware, USA
Hendrik Slabbinck, Ghent University, Belgium
Laura Smarandescu, Iowa State University, USA
Kristen Smirnov, University of Alberta, Canada
Edith G. Smit, University of Amsterdam, The Netherlands
Michael Smith, Temple University, USA
Robert Smith, Ohio State University, USA
Tatiana Sokolova, HEC Paris, France
Young-A Song, University of Texas at Austin, USA
Gerri Spassova, Monash University, Australia
Lara Spiteri Cornish, University of Coventry, UK
Ashley Stadler Blank, Pennsylvania State University, USA
Antonios Stamatogiannakis, IE Business School - IE University, Spain
Laurel Steinfield, University of Oxford, UK
Yael Steinhart, Tel Aviv University, Israel
Sascha Steinmann, University of Koblenz, Germany
Andrew Stephen, University of Pittsburgh, USA
Brian Sternthal, Northwestern University, USA
Jason Stornelli, University of Michigan, USA
Yuliya Strizhakova, Rutgers University, USA
203
Harish Sujan, Tulane University, USA
Ajay Sukhdial, Oklahoma State University, USA
Chris Summers, Ohio State University, USA
Aparna Sundar, University of Cincinnati, USA
Jill Sundie, University of Texas at San Antonio, USA
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway
Abigail B. Sussman, University of Chicago-Booth, USA
Courtney Szocs, University of South Florida, USA
Stephen Tagg, Department of Marketing, University of Strathclyde, UK
Babak Taheri, University of Durham, UK
Leona Tam, University of Wollongong, Australia
Chenying (Claire) Tang, Arizona State University, USA
Felix Tang, Hang Seng Management College, China
Berna Tari Kasnakoglu, TOBB University of Economics and Technology, Turkey
David Taylor, Sacred Heart University, USA
Maneesh Thakkar, Radford University, USA
Tandy Chalmers Thomas, Queen's University, Canada
Veronica Thomas, Towson University, USA
Julie Tinson, University of Stirling, Scotland, UK
Andrea Tonner, University of Strathclyde, UK
Rebecca K. Trump, Loyola University, USA
Yanping Tu, University of Chicago, USA
Meltem Ture, Bilkent University, Turkey
Darach Turley, Dublin City University, Ireland
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Beth Vallen, Fordham University, USA
Ann Veeck, Western Michigan University, USA
Ricardo Teixeira Veiga, UFMG, Brazil
Alladi Venkatesh, University of California Irvine, USA
Meera Venkatraman, Suffolk University, USA
Julian Vieceli, Swinburne University of Technology, Australia
Valter Vieira, UC Irvine, USA
Luca M. Visconti, ESCP Europe, France
Matteo Visentin, London Business School, UK
Nanda Viswanathan, Delaware State University, USA
Peter Voyer, University of Windsor, Canada
Carla Walter, Universite de Savoie, France
Fang Wan, University of Manitoba, Canada
Chen Wang, University of British Columbia, Canada
Lili Wang, Zhe Jiang University, China
Paul Wang, University of Technology, Sydney, Australia
Ze Wang, University of Central Florida, USA
Ziwei Wang, Guanghua School of Management, Peking University, China
204
Caleb Warren, Texas A&M University, USA
Cynthia Webster, Macquarie University, Australia
Clare Weeden, University of Brighton, UK
Fei L. Weisstein, University of Texas - Pan American, USA
Jodie Whelan, Ivey Business School, Western University, Canada
Tiffany White, University of Illinois at Urbana-Champaign, USA
William Wilkie, University of Notre Dame, USA
Elanor Williams, University of California San Diego, USA
Markus Wohlfeil, Norwich Business School, University of East Anglia, UK
Jiayun (Gavin) Wu, Savannah State University, USA
Lan Xia, Bentley University, USA
Na Xiao, University of Akron, USA
Guang-Xin Xie, University of Massachusetts Boston, USA
Richard Yalch, Foster School, University of Washington, USA
Chun-Ming Yang, Ming Chuan University, Taiwan
Haiyang Yang, Johns Hopkins University
Lifeng Yang, University of Mississippi, USA
Linyun Yang, University of North Carolina, Charlotte, USA
Sybil Yang, San Francisco State University, USA
Zhiyong Yang, University of Texas at Arlington, USA
Lilly Ye, Frostburg State University, USA
Mark Yi-Cheon Yim, Canisius College, USA
Shaofeng Yuan, Liaoning Technical University, China
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Mujde Yuksel, University of Massachusetts, USA
Charles Zhang, Boston College, USA
Dan Zhang, City University of New York, USA
Jiao Zhang, University of Miami, USA
Kuangjie Zhang, INSEAD, Singapore
Ying Zhang, University of Texas at Austin, USA
Yuhuang Zheng, Tsinghua University, China
Meng Zhu, Johns Hopkins University, USA
Mohammadali Zolfagharian, University of Texas - Pan American, USA
Rami Zwick, University of California Riverside, USA
Working Papers – Curators
Josh Ackerman, Massachusetts Institite of Technology, USA
Nidhi Agrawal, University of Washington, USA
Jennifer Argo, University of Alberta, Canada
S. Adam Brasel, Boston College, USA
Donnel Briley, University of Sydney, Australia
Pierre Chandon, INSEAD, France
Ayelet Fishbach, University of Chicago, USA
205
Susan Fournier, Boston University, USA
David Gal, Northwestern University, USA
Vladas Griskevicius, University of Minnesota, USA
Ryan Hamilton, Emory University, USA
Ashlee Humphreys, Northwestern University, USA
Uzma Khan, Stanford University, USA
Amna Kirmani, University of Maryland, USA
Aradhna Krishna, University of Michigan, USA
Jeff Inman, University of Pittsburgh, USA
Cait Poynor Lamberton, University of Pittsburgh, USA
Cassie Mogilner, The Wharton School, University of Pennsylvania, USA
Sharon Ng, Nanyang Technological University, Singapore
Thuc-Doan Nguyen, California State University at Long Beach, USA
Mike Norton, Harvard Business School, USA
Julie Ozanne, Virginia Tech, USA
Raj Raghunathan, University of Texas at Austin, USA
Deborah Roedder-John, University of Minnesota, USA
Jaideep Sengupta, Hong Kong University of Science and Technology, Hong Kong, China
L. J. Shrum, HEC Paris, France
Michal Strahilevitz, Golden Gate University, USA
Andrew Stephen, University of Pittsburgh, USA
Manoj Thomas, Cornell University, USA
Debora V. Thompson, Georgetown University, USA
Kathleen Vohs, University of Minnesota, USA
Joachim Vosgerau, Tilburg University, The Netherlands
Luc Wathieu, Georgetown University, USA
Nancy Wong, University of Wisconsin-Madison, USA
Meng Zhang, Chinese University of Hong Kong, Hong Kong, China
Working Papers - Reviewers
Ajay Abraham, University of Maryland, USA
Utku Akkoç, University of Alberta, Canada
Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands
Satoshi Akutsu, Hitotsubashi University, Japan
Thomas Allard, University of British Columbia, Canada
Claudio Alvarez, Boston University, USA
Nelson Amaral, University of Minnesota, USA
Mikael Andéhn, Haas Berkeley, USA
Demetra Andrews, IU Northwest, USA
Susan Andrzejewski, Franklin & Marshall College, USA
Lalin Anik, Duke University, USA
Catherine Armstrong Soule, University of Oregon, USA
Sumitra Auschaitrakul, McGill University, Canada
206
Tamar Avnet, Yeshiva University, USA
Aylin Aydinli, London Business School, UK
Sohyun Bae, Nanyang Technological University, Singapore
Laurie Balbo, Groupe Sup de Co Montpellier Business School, France
Ishani Banerji, Georgetown University, USA
Victor Barger, University of Wisconsin - Whitewater, USA
Ernest Baskin, Yale University, USA
Johannes C. Bauer, University of St.Gallen, Switzerland
Nina Belei, Radboud University Nijmegen, The Netherlands
Silvia Bellezza, Harvard Business School, USA
Alessandro Biraglia, University of Leeds, UK
Maria Blekher, Ben-Gurion University of the Negev, Israel
Benjamin Boeuf, HEC Montreal, Canada
Jan Brace-Govan, Monash University, Australia
Eva Buechel, University of Miami, USA
Denise Buhrau, Stony Book University, USA
Olya Bullard, University of Manitoba, Canada
Marina Carnevale, Fordham University, USA
Stephanie Carpenter, University of Michigan, USA
Lisa Cavanaugh, University of Southern California, USA
Rajdeep Chakraborti, IBS, Hyderabad, India
Eugene Chan, University of Toronto, Canada
Chia-Jung Chang, Chaoyang University of Technology, China
Swagato Chatterjee, IIM Bangalore, India
Suzanne Chehayeb Makarem, Virginia Commonwealth University, USA
Charlene Chen, Columbia University, USA
Yu-Jen Chen, Lingnan University, Hong Kong, China
Zoey Chen, Georgia Tech, USA
Sunmyoung Cho, Yonsei University, Republic of Korea
Yoon-Na Cho, Villanova University, USA
Melissa Cinelli, University of Mississippi, USA
Catherine A. Cole, University of Iowa, USA
Scott Connors, University of Guelph, Canada
Laurel Aynne Cook, University of Arkansas, USA
Yann Cornil, INSEAD, France
Diego Costa Pinto, Reims Management School, France
Sokiente Dagogo-Jack, University of Washington, USA
Stephan Dahl, University of Hull, UK
Marlon Dalmoro, Federal University of Rio Grande do Sul, Brazil
Prakash Das, University of Calgary, Canada
Scott Davis, Texas A&M University, USA
Benet DeBerry-Spence, University of Illinois at Chicago, USA
Esta Denton, Northwestern University, USA
207
Shibiao Ding, Ghent University, Belgium
Pierre-Yann Dolbec, Schulich School of Business, York University, Canada
Courtney M. Droms, Butler University, USA
Lea Dunn, University of British Columbia, Canada
Hristina Dzhogleva, University of Pittsburgh, USA
Jacqueline Eastman, Georgia Southern University, USA
Sina Esteky, University of Michigan, USA
Ioannis Evangelidis, Rotterdam School of Management, Erasmus University, The Netherlands
Tatiana Fajardo, University of Miami, USA
Ali Faraji-Rad, Columbia University, USA
Kris Floyd, University of Texas at Arlington, USA
Huachao Gao, University of Texas at San Antonio, USA
Marion Garnier, SKEMA Business School, Univ Lille Nord de France, LSMRC, France
Alvina Gillani, Cardiff University, UK
Marina Girju, DePaul University, USA
Marilyn Giroux, Concordia University, Canada
Mahesh Gopinath, Old Dominion University, USA
Alain Goudey, Reims Management School, France
Stephen J. Gould, Baruch College, CUNY, USA
Elina Halonen, University of Turku, Finland
Anne Hamby, Virginia Tech, USA
Sidney Su Han, University of Guelph, Canada
Tracy Harmon, University of Dayton, USA
Johannes Hattula, University of St. Gallen, Switzerland
Daniel He, Columbia University, USA
Kelly B. Herd, Indiana University, USA
Ernest Hoffman, University of Akron, USA
Chun-Kai Tommy Hsu, Old Dominion University, USA
Miao Hu, Northwestern University, USA
Sajna Ibrahim, SUNY Binghamton, USA
Veronika Ilyuk, Baruch College, USA
Mazen Jaber, Saginaw Valley State University, USA
Catherine Janssen, Louvain School of Management, Université Catholique de Louvain, Belgium
Anna Jansson Vredeveld, University of Connecticut, USA
Ana Javornik, Università della Svizzera Italiana, Switzerland
Jennifer Jeffrey, Ivey Business School, Western University, Canada
Ying Jiang, University of Ontario Institute of Technology, Canada
Inga Jonaityte, Ca' Foscari University of Venice, Italy
Jae Min Jung, California State Polytechnic University, USA
Minah H. Jung, University of California Berkeley, USA
Nikos Kalogeras, Maastricht University, The Netherlands
Sommer Kapitan, University of Texas at San Antonio, USA
Selcan Kara, University of Connecticut, USA
208
Elizabeth Keenan, UC San Diego, USA
Aekyoung Kim, University of Texas at San Antonio, USA
Eunjin Kim, University of Missouri, USA
James Kim, University of Maryland, USA
JeeHye Christine Kim, INSEAD, Singapore
Jeffrey Kim, SKKU, Republic of Korea
Jongmin Kim, Singapore Management University, Singapore
Moon-Yong Kim, Hankuk University of Foreign Studies, Republic of Korea
Tom Kim, University of Maryland, USA
Yeuseung Kim, DePaul University, USA
Youngseon Kim, Central Connecticut State University, USA
Colleen Kirk, Mount Saint Mary College, USA
Nadav Klein, University of Chicago, USA
Maria Kniazeva, University of San Diego, USA
Leslie Koppenhafer, University of Oregon, USA
Isabella Maria Kopton, Zeppelin University, Germany
Ben Kozary, University of Newcastle, Australia
Alexander J. Kull, University of South Florida, USA
JaeHwan Kwon, University of Iowa, USA
Mina Kwon, University of Illinois, USA
Robert Latimer, New York University, USA
Jaehoon Lee, University of Houston at Clear Lake, USA
Sae Rom Lee, Pennsylvania State University, USA
Yun Lee, Virginia State University, USA
Marijke C. Leliveld, University of Groningen, The Netherlands
Christophe Lembregts, Ghent University, Belgium
Sara Leroi-Werelds, Hasselt University, Belgium
En Li, Central Queensland University, Australia
Eric Li, University of British Columbia, Canada
Yuanrui Li, University of California Riverside, USA
Jianping Liang, Sun Yat-sen University, China
Chien-Wei (Wilson) Lin, Binghamton University-State University of New York, USA
MengHsien (Jenny) Lin, Iowa State University, USA
Tyrha M. Lindsey, Rutgers University, USA
Marc Linzmajer, Zeppelin University, Germany
Monika Lisjak, Rotterdam School of Management, Erasmus University, The Netherlands
Fan Liu, University of Central Florida, USA
Peggy Liu, Duke University, USA
Richie Liu, Washington State University, USA
Lauren Louie, University of California Irvine, USA
Jingjing Ma, Northwestern University, USA
Weixing Ma, University of Houston, USA
Andre Maciel, University of Arizona, USA
209
Adriana Madzharov, Baruch College, USA
Virginie Maille, SKEMA Business School, France
Igor Makienko, University of Nevada at Reno, USA
Annelies Marechal, Ghent University, Belgium
Lorraine M. Martinez-Novoa, University of North Carolina, USA
Chrissy Martins, Iona College, USA
Gunnar Mau, University of Siegen, Germany
Frank May, University of South Carolina, USA
J. Mark Mayer, Kelley School of Business, Indiana University, USA
James Mead, University of Kentucky, USA
Hillary Mellema, Kent State University, USA
Philippe Merigot, INSEEC Paris, France
Elizabeth Minton, University of Oregon, USA
Mauricio Mittelman, Universidad Torcuato Di Tella, Argentina
Gaelle Moal-Ulvoas, France Business School, France
Alice Moon, University of California Berkeley, USA
Nora Moran, Virginia Tech, USA
Emily Moscato, Virginia Tech, USA
Dilip Mutum, Coventry University Business School, UK
Jae-Eun Namkoong, The University of Texas at Austin, USA
Gia Nardini, University of Florida, USA
Vanisha Narsey, University of Auckland, New Zealand
Elina Närvänen, University of Tampere, Finland
Marcelo V. Nepomuceno, ESCP Europe, France
Kevin Newman, University of Arizona, USA
Ed O'Brien, University of Michigan, USA
Lale Okyay-Ata, Koç University, Turkey
Jenny Olson, University of Michigan, USA
Ashley Otto, University of Cincinnati, USA
Jessica Outlaw, UC San Diego, USA
Timucin Ozcan, Southern Illinois University Edwardsville, USA
Hyun Young Park, China Europe International Business School, China
Joowon Park, Cornell University, USA
Jooyoung Park, University of Iowa, USA
Suppakron Pattaratanakun, University of Cambridge, UK
Adrian Peretz, Oslo School of Management, Norway
Paula Peter, San Diego State University, USA
Nguyen Pham, Arizona State University, USA
Matthew Philp, Queen's University, Canada
Meghan Pierce, Pontificia Universidad Católica de Chile, Chile
Dante M. Pirouz, Ivey Business School, Western University, Canada
T. Andrew Poehlman, Southern Methodist University, USA
Alexandra Polyakova, Bocconi University, Italy
210
Monica Popa, Edwards School of Business, University of Saskatchewan, Canada
Deidre Popovich, Emory University, USA
Keiko Powers, MarketShare, USA
Simon Quaschning, Ghent University, Belgium
Ashley Rae, University of Texas at San Antonio, USA
Tracy Rank-Christman, Rutgers University, USA
Brian Ratchford, University of Texas at Dallas, USA
Suzanne Rath, Queens University, Canada
Nicole Robitaille, University of Toronto, Canada
Scott Roeder, University of California Berkeley, USA
Spencer Ross, UMass-Amherst, USA
Caroline Roux, Northwestern University, USA
Melanie Rudd, University of Houston, USA
Cecilia Ruvalcaba, University of California Irvine, USA
Silvia Saccardo, University of California San Diego, USA
Christina Saenger, University of Tennessee at Martin, USA
Stefanie Salmon, Marketing Department, Utrecht University, The Netherlands
Minita Sanghvi, University of North Carolina, Greensboro, USA
Jennifer Savary, Yale University, USA
Dan Schley, Ohio State University, USA
Juliana Schroeder, University of Chicago, USA
Rania W. Semaan, American University of Sharjah, UAE
Avni Shah, Duke University, USA
Daniel Sheehan, Georgia Tech, USA
Laura Smarandescu, Iowa State University, USA
Kristen Smirnov, University of Alberta, Canada
Sandra D. Smith, University of Auckland, New Zealand
Kamila Sobol, York University, Canada
Young-A Song, University of Texas at Austin, USA
Stephen Spiller, University of California Los Angeles, USA
Ashley Stadler Blank, Pennsylvania State University, USA
Jason Stornelli, University of Michigan, USA
Harish Sujan, Tulane University, USA
Chris Summers, Ohio State University, USA
Yixia Sun, Chinese University of Hong Kong, Hong Kong, China
Katie Swanson, Manchester Business School, The University of Manchester
Courtney Szocs, University of South Florida, USA
Babak Taheri, University of Durham, UK
Amandeep Takhar, University of Bedfordshire, UK
Chenying (Claire) Tang, Arizona State University, USA
Chenying (Claire) Tang, Arizona State University, USA
Ali Tezer, Concordia University, Canada
Kevin Thomas, University of Texas at Austin, USA
211
Ding Tian, University of Alberta, Canada
Andrea Tonner, University of Strathclyde, UK
Ke (Christy) Tu, University of Alberta, Canada
Beth Vallen, Fordham University, USA
Peter Voyer, University of Windsor, Canada
Monica Wadhwa, INSEAD, Singapore
Fang Wan, University of Manitoba, Canada
Jing Wan, University of Toronto, Canada
ShihChing Wang, Temple University, USA
Tingting Wang, Hong Kong University of Science and Technology, Hong Kong, China
Elizabeth Webb, UCLA, USA
Christian Weibel, University of Bern, Switzerland
Liad Weiss, University of Wisconsin - Madison, USA
Andrew White, Arizona State University, USA
Tifani Wiyanto, Queensland University of Technology, Australia
Yi-Chia Wu, University of Texas - Pan American, USA
Adelle Xue Yang, University of Chicago, USA
Chun-Ming Yang, Ming Chuan University, Taiwan
Lifeng Yang, University of Mississippi, USA
Mark Yi-Cheon Yim, Canisius College, USA
Sunyee Yoon, University of Wisconsin-Madison, USA
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Meng Zhu, Johns Hopkins University, USA
Film Festival - Reviewers
Gaël Bonnin, Reims Management School, France
Norah Campbell, Trinity College Dublin, Ireland
Carolyn Costley, University of Waikato, New Zealand
Lorraine Friend, University of Waikato, New Zealand
Kathy Hamilton, University of Strathclyde, UK
Tracy Harmon, University of Dayton, USA
Joel Hietanen, Aalto University School of Economics, Finland
Ingeborg Kleppe, NHH - Norwegian School of Economic, Norway
Maria Kniazeva, University of San Diego, USA
Ada Leung, Penn State Berks, USA
Eric Li, University of British Columbia, Canada
Laura Oswald, Marketing Semiotics Inc., USA
Maria Eugenia Perez, Tecnologico de Monterrey, Mexico
Paula Peter, San Diego State University, USA
Diego Rinallo, Euromed Management, Marseille, France
Joonas Rokka, Rouen Business School, France
Sharon Schembri, University of Texas - Pan American, USA
John Sherry, University of Notre Dame, USA
212
Shakeel Siddiqui, Dublin City University, Ireland
Gulnur Tumbat, San Francisco State University, USA
Ekant Veer, University of Canterbury, New Zealand
Cynthia Webster, Macquarie University, Australia
Markus Wohlfeil, Norwich Business School, University of East Anglia, UK
Award Committee - Nicosia Award for Best Competitive Paper
Stijn van Osselaer, Cornell University, USA
Barbara Kahn, University of Pennsylvania, USA
Kent Grayson, Northwestern University, USA
Award Committee - Best Working Paper
Russell Belk, York University, Canada
Shane Frederick, Yale University, USA
Page Moreau, University of Colorado Boulder, USA
Co-chairs – Doctoral Symposium
Derek D. Rucker, Northwestern University, USA
Jaideep Sengupta, Hong Kong University of Science and Technology, Hong Kong, China
Co-chairs – Mid-Career Mentorship Program
Nidhi Agrawal, University of Washington, USA
Jonathan Levav, Stanford University, USA
Co-chairs – Working Papers
Leonard Lee, Columbia University, USA
Wendy Liu, University of California San Diego, USA
Co-chairs – Film Festival
Marylouise Caldwell, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Co-chairs – Perspectives, Roundtables, and Workshops
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, Hong Kong, China
David Wooten, University of Michigan, USA
Co-chairs – Entertainment Committee
Kelly Goldsmith, Northwestern University, USA
Tom Meyvis, New York University, USA
Leif Nelson, University of California Berkeley, USA
Joachim Vosgerau, Tilburg University, The Netherlands
213
Author Index
A
Aaker
Jennifer ................................42, 133
Abdul-Ghani
Eathar ........................................193
Abraham
Ajay ...........................................206
Acquisti
Alessandro.............................35, 58
Adaval
Rashmi .......... 56, 93, 149, 186, 189
Addoum
Jawad M. .....................................63
Adjerid
Idris .............................................35
Agarwal
James ...........................................97
Aggarwal
Pankaj ............................ 34, 35, 189
Aghakhani
Hamed .........................................74
Agrawal
Nidhi ...........................................51
Richa ...................................15, 129
Ahluwalia
Rohini ........................................190
Ahmed
Tanvir ........................................193
Ahn
Hee-Kyung ..................................60
Hongmin ..................... 95, 123, 193
Regina .........................................87
Akhgari
Mehdi ..........................................74
Akhtar
Omair ........................................145
Akkoç
Utku................... 112, 120, 193, 206
Akpinar
Ezgi ...................................170, 206
Akutsu
Satoshi .................................91, 206
Albinsson
Pia A..........................................123
Albrecht
Carmen-Maria ...........................183
Albright
Tiffany.................................16, 131
Alemany
Mathieu O. ................................150
Alexander
David ............................. 44, 74, 193
Alkayyali
Ranam .........................................55
Allard
Thomas .......................... 35, 51, 206
Allen
Alexis ........................................ 168
BJ 29
Chris T. ..................................... 144
Alter
Adam......................................... 190
Althuizen
Niek............................................. 27
Alvarez
Claudio ...................... 142, 193, 206
Amano
Emiko .......................................... 87
Amar
Jennifer ..................................... 193
Amaral
Nelson ............................... 148, 206
Amir
On ............................................... 43
Anand Keller
Punam ....................................... 175
Andéhn
Mikael ....................................... 206
Anderson
Laurel .................................. 60, 168
Andrade
Eduardo ............................. 140, 189
Andreasen
Alan............................................. 60
Andrews
Demetra............................. 103, 206
Andrzejewski
Susan ......................................... 206
Ang
Tyson ........................................ 115
Angle
Justin W. ................................... 144
Angulo
Ashley N. .................................... 63
Anik
Lalin ............................ 33, 193, 206
Anthony
Christina I. .......................... 67, 193
Aquino
Karl ............................................. 57
Arcand
Manon ....................................... 193
Argo
Jennifer .. 61, 75, 85, 101, 117, 120,
122, 157, 169, 189
Ariely
Dan ...................................... 54, 137
Armstrong Soule
Catherine ........................... 109, 206
Armstrong-Soule
Catherine ................................... 142
Arnould
214
Eric ............................................. 60
Aroean
Lukman ....................................... 26
Arsel
Zeynep ...................................... 189
Ashworth
Laurence ....................... 36, 77, 120
Atlas
Stephen ............................... 40, 193
Auschaitrakul
Sumitra...................... 106, 193, 206
Austin
Caroline Graham................. 17, 160
Avery
Jill ............................................... 24
Avnet
Tamar ................................ 190, 207
Ayal
Shahar ....................................... 193
Aydinli
Aylin ................................. 193, 207
B
Bae
Sohyun ...................................... 207
Baeck
Sunmee ....................................... 79
Baert
Stefanie ..................................... 122
Bagchi
Rajesh ............... 28, 65, 66, 68, 190
Bahnson
Sara ........................................... 125
Bailey
Ainsworth A ............................. 194
Bajger
Allison ...................................... 134
Baker
Stacey.......................................... 60
Tom........................................... 134
Bakir
Aysen ........................................ 194
Balbo
Laurie ........................................ 207
Balcetis
Emily ........................................ 145
Ballantine
Paul W. ..................................... 194
Bambauer-Sachse
Silke .......................................... 194
Banerji
Ishani ........................................ 207
Banker
Sachin ......................................... 47
Barakshina
Tatiana ........................................ 92
Barasch
Alixandra......................... 20, 33, 42
Bardhi
Fleura ........................................194
Barger
Victor ................................117, 207
Barnhart
Michelle ....................................194
Barra
Cristobal ....................................108
Bart
Yakov ........................................159
Bartels
Daniel .................. 40, 155, 172, 190
Baskin
Ernest ........................ 180, 181, 207
Basu
Shankha .....................................152
Batat
Wided ..................................91, 194
Batra
Rajeev .........................................40
Rishtee.........................................44
Bauer
Johannes C. .......................100, 207
Baumeister
Roy F.........................................177
Baumgartner
Hans ....................................24, 190
Bayuk
Julia .....................................60, 194
Beal
Daniel ..........................................80
Bearden
William O..........................137, 151
Bechara
Antoine ......................................160
Bechkoff
Jennifer ......................................194
Beck
Joshua ..........................................67
Belei
Nina ...................................113, 207
Belk
Russell ................... 45, 71, 184, 185
Bellezza
Silvia .........................................207
Bellman
Steven ........................................194
Bennett
Aronte .......................................194
Bennington
Andrew ......................................115
Benson
Benson.......................................130
Conor...........................................17
Bentley
Kara .............................................97
Beran
Michael .....................................108
Berger
Jonah . 33, 43, 52, 61, 150, 169, 190
Berman
Jonathan ................ 20, 42, 165, 194
Bernritter
Stefan F. .................................... 124
Bertilsson
Jon ............................................... 38
Bertini
Marco ................................ 190, 194
Beruchashvili
Mariam ...................................... 194
Bettany
Shona .......................................... 78
Bettman
Jim....................... 44, 133, 175, 189
Beukeboom
Camiel ....................................... 176
Bhargave
Rajesh ........................... 21, 67, 139
Bhatnagar
Namita....................................... 194
Bhattacharjee
Amit .......................................... 136
Bhopal
Anoop ......................................... 55
Bierhoff
Hans-Werner ............................... 27
Bilgin
Baler .......................................... 194
Billeter
Darron ....................................... 194
Binning
Kevin R. ...................................... 23
Biraglia
Alessandro ................ 150, 194, 207
Biswas
Abhijit ....................................... 194
Dipayan ............... 30, 171, 172, 194
Blair
Sean........................................... 194
Blanchard
Simon J. .................................... 194
Blekher
Maria ......................................... 207
Blijlevens
Janneke ..................................... 194
Block
Lauren ................... 79, 93, 135, 191
Blum
Friederike .................................. 102
Bockenholt
Ulf ..................................... 145, 146
Bode
Matthias .................................... 194
Bodur
H. Onur ..................................... 106
Boettger
Tim............................................ 119
Boeuf
Benjamin ..................... 72, 194, 207
215
Bogaerts
Tess ............................................. 29
Boland
Wendy Attaya ................... 163, 194
Bollinger
Bryan ........................................ 164
Bolton
Lisa E. ............... 132, 142, 161, 194
Bond
Samuel ........................ 97, 141, 194
Bone
Sterling...................................... 168
Bonezzi
Andrea .................... 18, 54, 59, 194
Bonnin
Gaël............... 19, 29, 124, 194, 212
Borges
Adilson................ 99, 126, 173, 194
Borghini
Stefania ..................................... 194
Bornemann
Torsten ...................................... 183
Bosmans
Anick ........................................ 194
Botner
Keith ..................................... 69, 70
Botti
Simona ............................ 39, 42, 62
Boujena
Othman ..................................... 194
Bove
Liliana ....................................... 160
Bowman
Nicholas .................................... 123
Brace-Govan
Jan ..................................... 194, 207
Bradford
Tonya Williams ........................ 189
Brady
Michael ..................................... 139
Brandimarte
Laura ..................................... 57, 58
Brasel
S. Adam .................................... 194
Bravo
Rafael ........................................ 194
Brendl
C. Miguel .................................. 190
Miguel ....................................... 144
Brick
Danielle ....................................... 33
Briers
Barbara........................ 53, 141, 189
Briley
Donnel ........................................ 19
Brinberg
David .......................... 28, 114, 174
Britton
Julie Edell ................................. 194
Broderick
Anne J. ......................................194
Broniarczyk
Susan ...........................................68
Brough
Aaron R. ....................................194
Brown
Christina ....................................173
Brucks
Merrie .................... 57, 60, 163, 191
Brügger
Adrian .......................................112
Brunk
Katja H. ..................... 146, 147, 194
Bruyneel
Sabrina .................. 30, 31, 109, 191
Bublitz
Melissa ......................................194
Buechel
Eva ....................................134, 207
Buhrau
Denise ...............................194, 207
Bui
My ...............................................96
Bullard
Olya ...................................195, 207
Burgers
Christian ....................................176
Burroughs
Jim .............................................186
Burson
Katherine .............................53, 189
Butterfield
Max ...........................................166
Büttner
Oliver B. ............................113, 195
C
Caldara
Cindy .........................................117
Caldwell
Marylouise ................................185
Cameron
Yuri ...........................................195
Camou Viacava
Juan José ...................................107
Campbell
Margaret ....................................191
Norah................... 17, 129, 195, 212
Troy .............................................54
Cantu
Stephanie ...................................177
Cappellini
Benedetta...........................184, 195
Carlson
Jeffrey R. .....................................96
Les .............................................195
Carnevale
Marina ................. 79, 113, 195, 207
Carpenter
Gregory S. .................................138
Stephanie ..................... 66, 195, 207
Carrillat
François A. .................................. 72
Caruso
Eugene M. ................................. 177
Carvalho
Sergio ........................................ 195
Caselli
Richard J. .................................. 168
Cassinger
Cecilia ....................................... 195
Castro
Iana ........................................... 195
Catlin
Jesse .......................................... 195
Cauberghe
Veroline ...................................... 70
Cavanaugh
Lisa ........................................... 207
Cegarra-Navarro
Juan-Gabriel .............................. 124
Chabowski
Brian ......................................... 146
Chabris
Christopher.................................. 62
Chakraborti
Rajdeep ............................. 195, 207
Chakravarti
Amitav .......................... 21, 67, 191
Chan
Elaine ................................ 141, 191
Elisa .......................................... 195
Eugene .............. 158, 169, 195, 207
Chance
Zoë ............................................ 136
Chandon
Pierre ................. 154, 164, 173, 175
Chandon Ince
Elise .................................... 66, 191
Chang
Chia-Jung .................................. 207
Chiu-chi Angela ................ 102, 195
Connie ....................................... 195
Hannah ...................................... 191
Hua ...................................... 98, 195
Joseph W. ............................ 81, 195
Chao
Melody M. ................................ 103
Chaplin
Lan ............................................ 155
Chartrand
Tanya .................................. 33, 180
Chatterjee
Patrali ........................................ 195
Subimal ..................................... 195
Swagato..................................... 207
Chattopadhyay
Amitava................. 50, 77, 157, 191
Chavez
Noel............................................. 28
Chaxel
216
Sophie ................................. 59, 195
Cheatham
Lauren ....................................... 137
Chebat
Jean-Charles.............................. 168
Cheema
Amar ......................................... 190
Chehayeb Makarem
Suzanne ..................................... 207
Chen
Annie .................................. 75, 101
Bo 27, 195
Charlene .............................. 25, 207
Fangyuan ...................... 55, 56, 195
Haipeng (Allan) ........................ 191
Jie 27
Lillian........................................ 173
Mei-Kuang .................................. 98
Rocky Peng ................................. 56
Rongjuan ................................... 195
Serena ......................................... 39
Wei-Fen ...................................... 89
Xiaoye ......................................... 83
Yi-Ling ..................................... 109
Yu-Jen ....................... 149, 150, 207
Yu-Ping ..................................... 159
Zengxiang ................................... 78
Zhansheng ................................. 177
Zoey .................................. 195, 207
Cheng
Andong ....................................... 86
Shirley Y. Y. ..................... 103, 115
Shu-Fang ................................... 102
Yin-Hui ....................................... 98
Cherchye
Laurens ..................................... 109
Cherrier
Helene ....................................... 195
Chinchanachokchai
Sydney ...................................... 195
Chitakunye
Pepukayi ................. 72, 87, 88, 123
Chiweshe
Nigel ........................................... 87
Chladek
Anja ............................................ 69
Chmielewski-Raimondo
Danielle ..................................... 160
Cho
Cecile ........................................ 195
Eunice Kim ............................... 191
Eunji ........................................... 73
Hyewon ....................................... 80
Sunmyoung ....................... 195, 207
Yoon-Na ..................... 92, 103, 207
Young Ik ..................................... 28
Chowdhury
Tilottama G. ................................ 70
Chronis
Athinodoros .............................. 195
Chu
Maggie Y. ...................................39
Chuang
Shih-Chieh ..................................98
Chun
HaeEun Helen ...........................195
Chung
Jaeyeon ........................................76
Miri .....................................79, 183
Sunghun ....................................195
Cian
Luca...........................................195
Cinelli
Melissa ...................... 171, 195, 207
Claudy
Marius .......................................160
Claus
Bart ............................................195
Cléret
Baptiste ...............................16, 130
Coelho do Vale
Rita ............................................195
Cohen
Adam B. ....................................125
Cole
Catherine A. ......................195, 207
Coleman
Catherine A. ................................26
Sian ...........................................127
Compeau
Larry ..........................................195
Conard
Jacqueline (Jax) .........................195
Connell
Paul ............................. 60, 163, 195
Connors
Scott ..........................................207
Conroy
Denise .......................................127
Consiglio
Irene ..........................................148
Cook
Laurel Aynne............. 111, 195, 207
Cooke
Alan D. ......................................191
Cornelis
Erlinde .........................................70
Cornil
Yann .................. 154, 159, 164, 207
Corrigan
Peter ..........................................195
Corus
Canan ................................114, 174
Costa Pinto
Diego ......................... 126, 173, 207
Costley
Carolyn ..............................196, 212
Côté-Hamel
Maryse.........................................91
Cotte
June ..................... 59, 126, 163, 191
Cottet
Patrice ....................................... 196
Coulter
Keith ........................................... 73
Robin A. ...................................... 57
Cowart
Kelly ........................................... 76
Cowley
Elizabeth ............................. 67, 191
Craciun
Georgiana .................................... 96
Craig
Adam......................................... 117
Critcher
Clayton ...................................... 120
Crockett
David................................... 45, 189
Cronley
Maria L ..................................... 162
Crosby
Elizabeth ........................... 135, 196
Cross
Samantha ................................... 163
Cruz-Milán
Oliver ........................................ 196
Cryder
Cynthia .................... 40, 42, 50, 191
Cui
Nan ............................................ 108
Cunha Jr.
Marcus ........................ 67, 144, 189
Cutright
Keisha M. ............................ 98, 134
D
Dagogo-Jack
Sokiente .............................. 45, 207
Dahl
Darren ................. 93, 157, 186, 189
Stephan ............................. 150, 207
Dai
Hengchen .................................. 164
Xianchi ........................ 22, 137, 191
Yifan ........................................... 47
Dalli
Daniele ...................................... 196
Dalmoro
Marlon....................................... 207
Dalton
Amy N. ....................... 66, 178, 189
Brittney ................................. 48, 50
Dannewald
Till............................................. 157
Danziger
Shai ........................................... 176
Darke
Peter .................................. 120, 191
Darmody
Aron .......................................... 184
Daryanto
217
Ahmad ...................................... 196
Das
Prakash........................ 97, 122, 207
d'Astous
Alain ........................................... 72
Daugherty
Terry ......................................... 170
Davis
Brennan ............................... 60, 141
Cassandra .................................. 100
Derick ....................................... 196
Scott ............................ 49, 143, 207
De Angelis
Matteo ........................... 54, 59, 196
de Bellis
Emanuel .............................. 27, 162
de Burgh-Woodman
Helene ....................................... 196
De Hooge
Ilona .......................................... 196
De Langhe
Bart ........................................... 189
De Neve
Jan-Emmanuel .................... 63, 165
De Pelsmacker
Patrick ......................................... 70
De Rock
Bram ......................................... 109
de Ruyter
Ko ............................................. 154
De Valck
Kristine ..................................... 135
DeBerry-Spence
Benet ..................... 60, 71, 196, 207
Decrop
Alain ................................... 15, 130
DeFault
Beth........................................... 184
Del Bucchia
Céline ........................................ 196
Dellaert
Benedict .................................... 196
Dellande
Stephanie .................................... 38
DelPriore
Danielle ..................................... 166
DeMotta
Yoshiko ............................... 34, 196
Dempsey
Melanie ..................................... 180
Denburg
Natalie L. .................................. 159
Deng
Xiaoyan ....................................... 19
Denton
Esta ..................................... 68, 207
DePaoli
Alexander.................................. 109
Derera
Evelyn ......................................... 72
Desai
Kalpesh K..........................137, 196
Desrochers
Debra .........................................150
Deval
Helene ...............................162, 196
DeVoe
Sanford E. .................................136
Dewey
Susan .........................................156
Dewhirst
Timothy .......................................99
Dewitte
Siegfried ................ 31, 51, 109, 191
Dhar
Ravi ..................... 18, 25, 48, 51, 64
Dholakia
Utpal ............................................42
Di Muro
Frabrizio ....................................162
Diamantopoulos
Adamantios .................................38
Dickert
Stephan ........................................84
Diehl
Kristin ...............................173, 189
Dimitriu
Radu-Mihai ...............................196
Dimofte
Claudiu .......................... 28, 65, 196
Ding
Shibiao ......................................208
Dion
Delphine ....................................196
Dobscha
Susan ...........................................68
Dolansky
Eric ............................................196
Dolbec
Pierre-Yann ......... 88, 122, 196, 208
Dommer
Sara .............................................89
Donato
Carmen ........................................39
Dong
Ping .............................................41
Dorn
Michael .....................................112
Dou
Wenyu ......................... 95, 107, 124
Douris
Olivija .................................17, 130
Downs
Julie ...........................................101
Driesmans
Karolien.....................................196
Drolet Rossi
Aimee ..................................41, 191
Droms
Courtney M. ................ 96, 196, 208
Du Plessis
Christilene ................................... 54
Dube
Laurette ......................... 82, 83, 159
Dubois
David............................. 54, 59, 191
Duclos
Rod ............................................ 178
Duff
Brittany ........................... 77, 81, 87
Duffy
Katherine ............................. 71, 196
Duhachek
Adam..................................... 51, 67
Dumitrescu
Claudia ...................................... 179
Dunn
Lea .............................. 45, 180, 208
Durante
Kristina M. .............. 29, 30, 88, 177
Durgee
Jeffrey ....................................... 196
Dzhogleva
Hristina ....................... 36, 175, 208
E
Eagar
Toni ........................................... 196
Eastman
Jacqueline.......................... 105, 208
Ebert
Jane ........................................... 191
Eelen
Jiska .......................................... 196
Egan-Wyer
Carys ........................................... 38
Ein-Gar
Danit ..................... 30, 31, 183, 196
Einwiller
Sabine ......................................... 82
Ekebas-Turedi
Ceren ........................................... 82
Elder
Ryan .................................... 60, 196
Ellingsen
Matthew ...................................... 71
Elsen
Millie......................................... 138
Elshout
Maartje ........................................ 59
Emontspool
Julie ........................................... 147
Engeler
Isabelle ........................................ 37
Epp
Amber ....................... 184, 190, 196
Erasmus
Alet C. ............................... 126, 196
Ertimur
Burcak ......................................... 86
Espinoza Petersen
218
Francine .................................... 196
Esteky
Sina ................................... 196, 208
Estes
Zachary ..................................... 196
Etkin
Jordan...... 32, 33, 63, 180, 181, 196
Evangelidis
Ioannis ...................... 158, 184, 208
Evans
Francesca .................................... 72
Evers
Ellen ............................................ 48
Ewing
Douglas R. ........................ 144, 162
F
Fajardo
Tatiana ...................................... 208
Faraji-Rad
Ali ............................................. 208
Farmer
R. Adam .................................... 196
Faro
David .................................. 62, 189
Fatemi
Hajar ........................................... 82
Fedorikhin
Alexander (Sasha) ............... 60, 196
Feiereisen
Stephanie .......................... 135, 163
Feinberg
Fred ............................................. 32
Felix
Reto........................................... 196
Fennell
Patrick ....................................... 118
Fennis
Bob M. ...................................... 107
Fernandez
Karen V..................................... 196
Fernbach
Philip M. ............................. 21, 165
Ferraro
Rosellina ................................... 191
Ferrer
Rebecca ....................................... 23
Festjens
Anouk ......................................... 31
Fields
Ziska ........................................... 87
Figueiredo
Bernardo ............................. 17, 129
Finkelstein
Stacey........................................ 163
Finnel
Stephanie .............................. 56, 57
Firat
A. Fuat ...................................... 182
Fischer
Eileen ................ 136, 184, 186, 189
Fishbach
Ayelet ........................................174
Fisher
Robert ................................112, 196
Fitzsimons
Gavan ............ 33, 60, 133, 143, 189
Grainne ........................................33
Florack
Arnd ...................... 69, 84, 113, 172
Floyd
Kris ............................................208
Folkes
Valerie .......................................153
Fombelle
Paul W. ..............................101, 168
Forcum
Lura .............................................45
Forehand
Mark .......................... 144, 178, 191
Foreman
Jeff...............................................76
Fournier
Susan ...................................40, 142
Fox
Craig ............................................21
Frank
Douglas H. ..................................53
Fransen
Marieke .......................................78
Franssens
Samuel.......................................196
Frederick
Shane ...................................62, 155
French
Maria .........................................105
Friend
Lorraine .............................196, 212
Friese
Malte .........................................172
Fujikawa
Yoshinori.....................................91
Fung
Janice...........................................81
Furchheim
Pia .............................................179
G
Gabl
Sabrina ......................................182
Gal
David ........................... 36, 137, 189
Galak
Jeff.............................................196
Galinsky
Adam D. ....................................145
Galli
Maria .........................................149
Gallo
Iñigo .................... 59, 153, 169, 197
Galvin
John ...........................................173
Gao
Huachao .............................. 91, 208
Leilei ................... 48, 157, 158, 191
Garaus
Marion....................................... 161
Garbinsky
Emily......................................... 133
Garcia
Stephen ....................................... 36
Gardner
Meryl P. ...................................... 60
Garg
Nitika .................................. 51, 197
Garnier
Marion............................... 197, 208
Garretson Folse
Judith Anne ............................... 118
Garvey
Aaron ................................ 132, 197
Gaustad
Tarje ............................................ 81
Gerard
Jessica ....................................... 117
Germelmann
Claas Christian .......................... 197
Gershoff
Andrew D. ......................... 151, 189
Geskens
Kristof ....................................... 138
Geuens
Maggie ................................ 95, 108
Geyskens
Kelly ......................................... 154
Ghadami
Fateme....................................... 197
Ghoshal
Tanuka ........................................ 44
Giblin
Michael ............................... 92, 119
Gibson
Bryan......................................... 144
Giesler
Markus ...................... 147, 184, 189
Gill
Tripat......................................... 112
Gillani
Alvina ................................. 70, 208
Gilly
Mary C. ................................. 38, 65
Gilovich
Thomas ................................. 44, 89
Gineikien_7
Justina ................................. 38, 197
Gino
Francesca .................... 58, 136, 148
Girju
Marina ............................... 197, 208
Giroux
Marilyn ....................... 80, 115, 208
Gneezy
219
Ayelet...................... 20, 31, 50, 177
Uri ......................................... 20, 31
Goedertier
Frank ......................................... 138
Goggins
Kylie ......................................... 110
Goldsmith
Kelly 18, 43, 64, 122, 137, 166, 197
Goldstein
Daniel G. ............................. 50, 110
Noah J. ........................................ 63
Gomez
Pierrick................................ 47, 197
Goncalves
Dilney ............................... 158, 197
Gonçalves
Dilney ......................................... 24
Gonzalez-Jimenez
Hector ....................................... 197
Goode
Miranda ....................... 59, 173, 197
Goodman
Joseph ................... 50, 52, 173, 189
Goodstein
Ronald ....................................... 197
Gopinath
Mahesh.............................. 197, 208
Gorn
Gerald ......................................... 19
Gosline
Renée .......................................... 47
Goswami
Indranil........................................ 32
Goudey
Alain ..................... 19, 29, 197, 208
Gough (Finlay)
Karen ........................................ 106
Goukens
Caroline .............................. 53, 154
Gould
Stephen J. ..... 34, 99, 104, 113, 197,
208
Graham Austin
Caroline .................................... 130
Grayson
Kent ............................................ 89
Greenleaf
Eric ........................................... 191
Grégoire
Yany ......................................... 168
Gretzel
Ulrike .......................................... 90
Grewal
Dhruv .......................................... 73
Grier
Sonya .................................. 16, 130
Griffin
Dale............................................. 35
Jill ............................................. 162
Griskevicius
Vladas ......... 29, 152, 166, 177, 191
Groeppel-Klein
Andrea ...............................179, 197
Grohmann
Bianca ......................... 80, 106, 197
Gros
Nina ...........................................197
Gross
Barbara ......................................197
Grover
Aditi ............................................76
Gu
Haodong ....................................197
Yangjie .......................... 61, 62, 197
Guha
Abhijit ................... 21, 67, 139, 197
Guillemot
Samuel.......................................161
Guilloux
Veronique ..................................197
Guiot
Denis .........................................151
Gürhan-Canli
Zeynep.........................................34
Gustafsson
Anders ...............................118, 119
H
Ha
Sejin ......................................74, 99
Young Won ...............................197
Haga
Mayomi .......................................91
Hagen
Linda .........................................143
Hagtvedt
Henrik .......................................197
Hair
Michael .......................................97
Halfmann
Kameko .....................................159
Halonen
Elina ..................................197, 208
Hamby
Anne ..........................................208
Hamilton
Kathy ..................... 25, 46, 197, 212
Rebecca ............. 149, 150, 173, 191
Ryan ....................................64, 191
Hampel
Stefan ........................................102
Han
DaHee .........................................51
Eunjoo .........................................49
Haejoo .......................................103
Jiyoon Karen .............................125
Sidney Su ..........................106, 208
Xiaoqi ........................................162
Handelman
Jay .............................................197
Hang
Haiming .................................... 197
Hanna
Richard ...................................... 197
Hansen
Jochim ....................................... 100
Hanuk
Akmal ......................................... 89
Hardesty
David......................................... 104
Harmon
Tracy ......................... 197, 208, 212
Harris
Peter R. ....................................... 23
Harrison
Chase......................................... 173
Hartman
Julian ........................................... 94
Hartmann
Benjamin J. ............................... 147
Hartson
Kimberly A ................................. 23
Hasford
Jonathan .................................... 104
Hassin
Ran ...................................... 64, 133
Hastie
Reid ........................................... 162
Hattula
Johannes .................................... 208
Stefan ........................................ 183
Häubl
Gerald ................. 26, 102, 154, 191
Haugtvedt
Curt ............................................. 60
Hausknecht
Douglas ............................. 173, 197
Haws
Kelly ........... 49, 133, 134, 143, 197
He
Daniel ........................................ 183
Stephen ..................................... 141
Xin .............................................. 86
Yongfu ...................................... 170
Heath
Timothy B. ........................ 140, 197
Hedgcock
William ......... 24, 25, 152, 159, 197
Heidemann
Christina .................................... 118
Heidig
Wibke ........................................ 197
Heinberg
Martin ....................................... 142
Hem
Leif .............................................. 94
Hemetsberger
Andrea............................... 182, 197
Henry
Paul ........................................... 185
Herberich
220
David .......................................... 69
Herd
Kelly B...................... 156, 197, 208
Herrmann
Andreas ................... 26, 27, 58, 163
Hershfield
Hal E. .......................... 40, 145, 165
Herter
Marcia ......................... 99, 126, 173
Herzenstein
Michal ................................. 42, 191
Hesapç_1
Özlem.......................................... 92
Hewer
Paul ....................................... 25, 71
Hietanen
Joel ........ 16, 17, 129, 131, 197, 212
Hildebrand
Christian........................ 26, 58, 163
Diogo ........................................ 197
Hill
Mark E. ..................................... 197
Ron ............................. 60, 155, 156
Sarah E.............................. 122, 166
Hippner
Hajo .......................................... 102
Hirschman
Elizabeth ............................. 71, 198
Hock
Stefan .......................................... 36
Hoegg
JoAndrea ........................... 180, 191
Hoffman
Donna.................................. 50, 123
Ernest ................................ 170, 208
Moshe ......................................... 20
Hofmann
Wilhelm ...................................... 56
Hofstetter
Reto..................................... 58, 163
Holbrook
Allyson........................................ 28
Holden
Amber ....................................... 173
Hong
Jiewen ....................................... 189
Soonkwan ................................. 198
Hossain
Mehdi ............................ 69, 83, 171
Hota
Monali ....................................... 198
House
Julian......................................... 136
Howell
Ryan ............................................ 25
Howlett
Elisabeth ................................... 171
Hsee
Christopher ......................... 62, 169
Hsieh
Meng-Hua ...................................56
Hsu
Chun-Kai Tommy .............198, 208
Ming .......................... 140, 159, 198
Hu
Miao ............................ 27, 180, 208
Yanghong ..................................108
Huang
Chuqiao .......................................87
Feifei ...........................................74
Lei .............................................171
Li 124, 178
Po-Dong ......................................98
Rong ......................................83, 88
Xun (Irene) ..................................41
Yanliu .......................... 41, 158, 198
Yunhui.........................................76
Zhongqiang (Tak) ...............96, 173
Huber
Joel ..............................................58
Huettel
Scott A. .......................................30
Huff
Aimee ........................................111
Huh
Young Eun ..........................49, 198
Hukkanen
Annilotta .....................................37
Hult
Tomas ........................................146
Humphreys
Ashlee .......................................189
Hung
Iris W. .......................................189
Kuang-peng ...............................101
Yu-chen .....................................198
Hur
Julia .............................................56
Husemann
Katharina C. ................................38
Hutchinson
J. Wesley ...................................119
Hütter
Mandy .......................................144
Hutton
James ...........................................86
Huyghe
Elke .............................................95
Hyde
Kenneth F. .................................198
Hyodo
Jamie D. ............................182, 198
I
Iacobucci
Dawn .........................................185
Ibrahim
Sajna ..................................198, 208
Ilhan
Behice Ece...................................26
Ilyuk
Veronika.................................... 208
Inbar
Yoel............................... 20, 48, 198
Inman
Jeff .............................. 22, 175, 189
Ipeirotis
Panos ........................................... 50
Irmak
Caglar .... 84, 99, 108, 137, 184, 198
Irwin
Julie R. ...................................... 178
Isaac
Mathew S. ........................... 48, 198
Ishii
Hiroaki ........................................ 93
Ivanic
Aarti .......................................... 198
Iversen
Nina............................................. 94
Iyengar
Raghuram .................................. 155
Izberk-Bilgin
Elif .............................................. 71
J
Jaber
Mazen ......................... 86, 110, 208
Jahn
Steffen ............................... 179, 198
Jain
Shailendra Pratap ........................ 56
Jamal
Ahmad........................... 88, 89, 198
Jami
Ata............................. 140, 168, 169
Janakiraman
Narayan ............................. 112, 198
Janiszewski
Chris ................ 51, 52, 65, 134, 189
Janssen
Catherine ................................... 208
Loes........................................... 107
Jansson Vredeveld
Anna .............................. 57, 96, 208
Jasmand
Claudia .............................. 113, 198
Javornik
Ana ............................ 100, 198, 208
Jayanti
Rama ......................................... 198
Jeffrey
Jennifer ............................... 65, 208
Jeon
Jung Ok ....................................... 79
Jerger
Christina .................................... 198
Jia
He (Michael) ..................... 182, 198
Jayson ......................................... 22
Jianmin .................................. 22, 49
Yanli ........................................... 49
221
Jiang
Annie (Ying) ............................. 112
Lan ............................................ 125
Li 41
Ying .................................... 95, 208
Yuwei................................ 177, 191
Zixi ............................................. 48
Jiao
Jenny (Jinfeng)............................ 46
Jiraporn
Napatsorn .................................. 198
Johansson
Ulf ............................................... 38
John
Leslie .......................... 54, 147, 198
Johnson
Allison ...................................... 126
Eric ............................. 40, 133, 163
Timothy ...................................... 28
Jonaityte
Inga ............................. 17, 130, 208
Jordan
Alexander.................................... 20
Joseph
Joshy ......................................... 198
Joy
Annamma.................................. 198
Jung
Jae Min ..................................... 208
Minah H. ....................... 20, 31, 208
K
Kahn
Barbara E. ......................... 149, 189
Kaikati
Andrew ............................... 47, 191
Kalogeras
Nikos................................. 198, 208
Kalro
Arti ............................................ 198
Kamins
Mike ............................ 60, 163, 172
Kamleitner
Bernadette ................................. 198
Kan
Christina.................................... 165
Kang
Christine...................................... 58
Kapitan
Sommer ..................... 139, 198, 208
Kappes
Heather Barry ........................... 145
Kara
Selcan........................................ 208
Kardes
Frank R. .................... 144, 162, 189
Karmarkar
Uma R. .............................. 164, 191
Kaufman-Scarborough
Carol ................................... 60, 198
Keating
Andrew ......................................160
Keenan
Elizabeth ...................................209
Keh
Hean Tat ......................................73
Keinan
Anat .....................................24, 191
Kellaris
James ...........................................97
Keller
Punam Anand ................ 40, 60, 143
Kelting
Katie ....................................92, 198
Kennedy
Denise M. ..................................168
Kenning
Peter ............................................75
Kerrane
Ben ..............................................78
Kesebir
Pelin ..........................................198
Keshwani
Najiba ..........................................62
Kettle
Keri ...........................................154
Khan
Sadia Yaqub ................................77
Sajid ..........................................198
Uzma ...................................18, 191
Khare
Adwait .......................................198
Kiatpongsan
Sorapop .......................................53
Kidwell
Blair...................................104, 198
Kim
Aekyoung ............................25, 209
Dong Hoo ..................................125
Eunjin ..................................70, 209
Hae Joo..............................180, 198
Heeryung .....................................19
James .........................................209
JeeHye Christine ....... 164, 198, 209
Jeffrey .......................................209
Jongmin ...............................24, 209
Junyong .......................................60
Kyu B. .................................40, 155
Moon-Yong ................. 96, 198, 209
Sara .....................................23, 198
Soo ..............................................36
Sukhyun ......................................83
Tami ............................................54
Tom ...........................................209
Yaeeun ......................................125
Yeuseung............... 72, 73, 198, 209
Youngseon ........................198, 209
Kim Cho
Eunice .........................................64
King
Dan ............................................152
Donna .................................. 16, 131
Tracey ....................................... 199
Kipnis
Eva ............................................ 199
Kirk
Colleen .............................. 199, 209
Kivetz
Ran .............................................. 18
Kjeldgaard
Dannie ....................................... 147
Klasson
Marcus ........................................ 38
Kleber
Janet ...................................... 69, 84
Kleiman
Tali .............................................. 64
Klein
Nadav ................................ 199, 209
William M. P............................... 23
Kleine
Rob ............................................ 199
Kleppe
Ingeborg ............................ 199, 212
Klesse
Anne .................... 52, 133, 154, 191
Kniazeva
Maria ......... 100, 129, 131, 209, 212
Koch
Christof ..................................... 161
Kocher
Bruno ........................................ 199
Köcher
Sören ......................................... 157
Koenig-Lewis
Nicole ........................................ 199
Koenigstorfer
Joerg .................................. 179, 199
Koestner
Brian K...................................... 159
Kohlbacher
Florian ....................................... 199
Koller
Monika ...................................... 199
Koo
Minjung....................... 56, 174, 191
Koppenhafer
Leslie........................... 77, 142, 209
Kopton
Isabella Maria ..................... 75, 209
Kouchaki
Maryam ..................................... 168
Kozary
Ben ............................................ 209
Kozinets
Robert ......................................... 26
Kramer
Thomas . 84, 97, 101, 108, 113, 191
Kretz
Gachoucha ................................ 199
Kreuzbauer
222
Robert ............................... 152, 199
Krishen
Anjala.......................................... 72
Krishna
Aradhna ...................... 60, 132, 143
Krishnan
Shanker ......................... 19, 45, 199
Kronrod
Ann ................................... 176, 199
Kukar-Kinney
Monika .............................. 102, 199
Kulkarni
Atul ................................... 110, 199
Kull
Alexander J. ........................ 79, 209
Kulow
Katina.................................... 84, 97
Kumar
Amit ...................................... 44, 89
Sushant...................................... 199
Kung
Franki ........................................ 103
Howard ....................................... 63
Kuo
Andrew ....................................... 65
Hsiao-Ching .............................. 199
Kupor
Daniella ............................. 107, 148
Kuppan
Niranjan .................................... 128
Kwak
Dae Hee .................................... 199
Hyokjin ....................................... 66
Kwan
Canice M.C. ........................ 84, 115
Kwon
JaeHwan............................ 152, 209
Mina .................................... 93, 209
SoYeon ....................................... 99
Kwong
Jessica Y. Y. ............. 103, 173, 191
Kyung
Ellie............................... 57, 58, 191
L
LaBar
Kevin S. ...................................... 30
Labroo
Aparna ................................ 31, 174
Labyt
Christophe ................................. 149
Lachance
Marie........................................... 91
Lacroix
Caroline ............................ 151, 199
Ladzinski
Joanna ....................................... 119
Lafferty
Barbara A. ................................... 79
Lakshmanan
Arun ............................................ 45
Lalwani
Ashok K. ...................................161
Lam
Ben C.P. ......................................28
Tin ...............................................82
Lamberton
Cait Poynor .................................63
Lambert-Pandraud
Raphaëlle...................................199
Landwehr
Jan R..........................................199
Lantzy
Shannon.....................................150
Laporte
Sandra ...............................139, 199
Laran
Juliano .........................................52
Larson
Lindsay R. L......................105, 178
Lasaleta
Jannine D. ...................................63
Lastner
Matthew ....................................118
Lastovicka
John ...........................................199
Latimer
Robert ........................ 138, 199, 209
LaTour
Kathryn .....................................199
Lau
Kong Cheen...............................199
Laukkanen
Tommi .......................................199
LeBoeuf
Robyn A. .............................65, 155
Lee
Angela ......................... 31, 153, 174
Eun Mi ........................................79
EunKyoung .................................60
Hyojin .........................................19
Jaehoon ..................... 121, 199, 209
Jeffrey .........................................47
Kee Yuen ....................................32
Kelly (Kiyeon) ..................155, 191
Kyoungmi .................................103
Sae Rom ..............................24, 209
Sang Yeal ....................................95
Sangwon ....................................111
Seojin Stacey ...............................86
Seung Hwan (Mark) .... 74, 141, 199
Seungae .....................................115
Soyoung ....................................115
Spike W. S.................................191
Wonkyong Beth ........................106
Yun ............................................209
Lees
Jeff.............................................173
Lee-Wingate
Nikki .........................................199
Lefebvre
Craig ........................................... 60
Legoux
Renaud ...................................... 168
Lehmann
Donald..................... 30, 34, 76, 189
Lehnert
Kevin........................................... 76
Lei
Jing .............................. 95, 160, 199
Leizerovici
Gail ........................................... 199
Leliveld
Marijke C. ......................... 199, 209
Lembregts
Christophe ................................. 209
Lenoir
Anne-Sophie I. ............................ 27
Leonard
Bridget ...................................... 117
Hillary ................................. 79, 116
Leong
Siew Meng ................................ 199
Leroi-Werelds
Sara ........................................... 209
Leung
Ada ...................... 69, 182, 199, 212
Levav
Jonathan ...... 53, 107, 109, 158, 184
Levine
Emma E................................. 20, 42
Levontin
Liat .............................................. 31
Levy
Eric .......................... 24, 56, 57, 199
Sidney ....................................... 199
Li
En 19, 199, 209
Eric ............................ 199, 209, 212
Ningzi ......................................... 87
Xingbo ........................................ 56
Xiuping ............................... 74, 192
Yanjie .......................................... 48
Ye 121, 199
Yuanrui ............................. 123, 209
Lian
Hua (Olivia) ........................ 75, 101
Liang
Jianping ............................. 199, 209
Lichrou
Maria ......................................... 200
Lien
Nai-Hwa .................................... 109
Lieven
Theo .................................... 81, 200
Limkangvanmongkol
Vimviriya .................................. 121
Lin
Chien-Wei (Wilson) .......... 137, 209
Lily ............................................ 200
MengHsien (Jenny) ................... 209
223
Stephanie .................................. 114
Ying-ching ................................ 102
You ............................................. 81
Lindridge
Andrew ............................... 55, 200
Lindsey
Charles D. ........................... 91, 103
Tyrha M. ................................... 209
Ling
Christopher ....................... 101, 120
Linzmajer
Marc .................................. 200, 209
Lis
Bettina ......................................... 82
Lisjak
Monika ...................................... 209
Liu
Fan ...................................... 86, 209
Hongju ...................................... 149
Maggie Wenjing ......................... 73
Peggy ................ 133, 143, 200, 209
Richie ................................ 200, 209
Wendy ....................................... 200
Xuefeng .................................... 192
Yuanyuan .......................... 140, 200
Loewenstein
George .......................... 35, 43, 101
Logan
Ashleigh ...................................... 25
Lou
Yung-Chien ................................ 81
Loughran Dommer
Sara ........................................... 200
Louie
Lauren ....................................... 209
Loveland
Katherine .......................... 154, 200
Lowe
Michael ............................. 132, 133
Lowrey
Tina M. ............................. 121, 192
Lu
Fang-Chi ................................... 200
Ji 159, 171
Zhi............................................. 161
Zoe .............................................. 62
Luce
Mary Francis ............................... 44
Luchs
Michael ..................................... 200
Luck
Edwina ........................................ 90
Luedicke
Marius K. ............................ 38, 200
Luffarelli
Jonathan .............................. 24, 116
Luna
David ........................................ 192
Lunardo
Renaud .............................. 133, 200
Lurie
Nicholas ....................................149
Luse
Andrew ........................................94
Lutz
Richard J. ..............................64, 65
Lynch
John G. ................................40, 165
M
Ma
Jingjing ................................61, 209
Weixing .....................................209
Zhenfeng ...................................112
Mabe
Charlotte ......................................30
MacDonnell
Rhiannon ................. 35, 83, 85, 122
Machleit
Karen .........................................152
Maciel
Andre.........................................209
MacInnis
Deborah ...............................79, 160
Maddux
William W. ..................................53
Madrigal
Robert ........................ 109, 141, 200
Madzharov
Adriana ..............................200, 210
Maehle
Natalia .................................94, 200
Maglio
Sam ...................................145, 192
Maikoo
Mishaal ........................................88
Maille
Virginie ..................... 118, 200, 210
Maimaran
Michal .......................................192
Main
Kelley ..................................74, 200
Mak
Vincent ................................39, 200
Makienko
Igor ....................................200, 210
Malas
Ziad ...........................................151
Malaviya
Prashant .....................................200
Malkoc
Selin A. ....................... 50, 155, 189
Malter
Alan ...................................173, 192
Maman Larraufie
Anne-Flore ................................200
Mandel
Naomi ........................ 125, 154, 192
Mandelli
Andreina ....................................100
Mangus
Stephanie ................................... 118
Mann
Thomas ....................................... 89
Mantonakis
Antonia ..................................... 162
Mantovani
Danielle ............................. 107, 200
Marechal
Annelies .................................... 210
Martin
Ingrid M. ........................... 163, 200
Kelly ......................................... 156
Nathan D. .................................... 98
Martinez-Novoa
Lorraine M. ............................... 210
Martins
Chrissy ...................................... 210
Chrissy M.................................... 93
Masset
Julie ..................................... 15, 130
Massiah
Carolyn ....................................... 76
Matherly
Ted ............................................ 200
Mathews
Shane........................................... 90
Mathras
Daniele ................ 60, 125, 168, 200
Mathur
Anil ........................................... 200
Pragya ............................... 135, 200
Matos
Geraldo ..................................... 160
Matsushita
Koji ........................................... 116
Matta
Shashi ........................................ 153
Mattila
Anna .......................................... 161
Mau
Gunnar .............................. 200, 210
Maurer
Jim............................................. 175
Shaun ........................................ 105
Maxwell-Smith
Matthew .................................... 126
May
Frank ................... 84, 104, 184, 210
Mayer
J. Mark ...................... 139, 200, 210
Mazar
Nina................................... 177, 190
Mazursky
David......................................... 172
McAlexander
Jim............................................. 184
McCarthy
Michael ..................................... 200
McClure
Cameron .................................... 173
224
McFerran
Brent ......................... 143, 176, 189
McGill
Ann L. ................................... 23, 32
McGraw
A. Peter ............................. 139, 181
McIntyre
Shelby ....................................... 121
McNeel
Ann E. ......................................... 99
McNeish
Joanne ....................................... 200
McQuarrie
Edward F............................. 64, 121
McShane
Blake ................................. 146, 192
Mead
James ........................................ 210
Nicole L. ................................... 177
Meharg
Tyler ......................................... 105
Mehta
Ravi................................... 156, 192
Meijers
Marijn H. C. .............................. 126
Mellema
Hillary ....................................... 210
Meloy
Margaret G. ................. 86, 183, 192
Melumad
Shiri .......................................... 183
Mendenhall
Zachary ....................................... 85
Meng
Yan ........................................... 104
Mennecke
Brian ........................................... 94
Mercurio
Kathryn ............................. 153, 178
Merdin
Ezgi ............................................. 92
Merigot
Philippe ..................................... 210
Mesiranta
Nina ............................................ 37
Messner
Claude ................................. 95, 112
Meyers-Levy
Joan ................................... 148, 192
Meyvis
Tom............................. 46, 165, 200
Miaskiewicz
Tomasz...................................... 200
Mick
David Glen .......................... 60, 163
Micu
Camelia ....................................... 70
Milkman
Katherine L. ...................... 164, 200
Miller
Elizabeth ...................................200
Min
Dong-Jun .............................67, 200
Hyun Jeong ...............................200
Minowa
Yuko ..........................................200
Minton
Elizabeth ...................................210
Mirabito
Ann ............................................163
Mishra
Arul ................... 35, 57, 69, 70, 192
Himanshu ........ 35, 57, 70, 140, 192
Mitchell
Andrew ................................64, 189
Mittal
Chiraag ........ 30, 151, 152, 165, 166
Mittelman
Mauricio .................... 157, 200, 210
Moal-Ulvoas
Gaelle ..................................75, 210
Mochon
Daniel ..................................32, 192
Modig
Erik............................................171
Moeller
Jana ...........................................144
Mogilner
Cassie ........................ 136, 181, 192
Mohan
Bhavya ......................................175
Mohanty
Praggyan ...........................138, 200
Mohr
Gina S........................................173
Moisio
Risto ....................................76, 201
Monfort
Mariana .....................................107
Monga
Alokparna (Sonia) .....................192
Ashwani ...................... 84, 104, 192
Monroe
Kent ...........................................110
Montgomery
Nicole ........................................201
Moon
Alice ....................................39, 210
Sangkil ......................................201
Moore
Elizabeth ...................................201
Sarah ............. 34, 44, 122, 176, 192
William .....................................140
Moorman
Christine ......................................18
Morales
Andrea ...............................154, 189
Moran
Nora...........................................210
Moreau
Page................................... 117, 192
Moreno
Oscar ..................................... 35, 57
Morewedge
Carey ........................................... 49
Mormann
Milica ........................................ 161
Morrin
Maureen ...................... 93, 118, 132
Morwitz
Vicki G. ............................. 100, 192
Moscato
Emily................................. 201, 210
Moschis
George....................................... 167
Mosteller
Jill ............................................. 201
Mourali
Mehdi .......................... 39, 115, 201
Mourey
James....................... 27, 28, 60, 201
Mueller
Pamela......................................... 50
Mukherjee
Ashesh......................... 85, 106, 201
Mukhopadhyay
Anirban ................................. 41, 94
Mullette-Gillman
O'Dhaniel .................................... 30
Mun
Jungim................................. 91, 103
Munichor
Nira ................................... 155, 201
Munoz
Caroline Lego ............................. 86
Murdock
Mitchel ........................................ 99
Murray
Kyle B. .............................. 162, 201
Murthy
Nagesh ...................................... 125
Mutum
Dilip .......................................... 210
Myöhänen
Henri ................................... 16, 129
N
Nagengast
Liane ................................. 118, 119
Nagpal
Anish ................................. 160, 201
Nakamura
Akito ......................................... 116
Nam
Myungwoo ............................ 60, 85
Namkoong
Jae-Eun ..................................... 210
Nardini
Gia................................. 64, 65, 210
Narsey
Vanisha ....................... 80, 201, 210
225
Närvänen
Elina .................................... 37, 210
Naveh-Benjamin
Moshe ....................................... 138
Nayakankuppam
Dhananjay ................................. 152
Naylor
Rebecca Walker .......... 50, 106, 173
Nelissen
Rob ............................................. 59
Nelson
Leif D. ........... 20, 31, 146, 159, 201
Michelle ...................................... 87
Russel.......................................... 38
Nenkov
Gergana ....................... 51, 132, 201
Nepomuceno
Marcelo V. .................. 90, 201, 210
Neville
Ben ............................................ 160
Newman
George ........................................ 47
Kevin .................................. 57, 210
Newmeyer
Casey ........................................ 142
Ng Sok Ling
Sharon ............................... 162, 201
Nguyen
Hieu .......................................... 163
Nicolao
Leonardo ................................... 201
Niedrich
Ronald W. ................................... 86
Nielsen
Jesper ........................................ 192
Nijs
Vincent...................................... 144
Nikiforidis
Lambrianos ................................. 88
Noguti
Valeria ...................................... 201
Noordewier
Marret K. .................................. 126
Norton
Michael 33, 40, 42, 53, 54, 63, 137,
147, 148, 181, 189
Noseworthy
Theodore ................... 152, 162, 192
Novak
Thomas ............................... 50, 123
Novemsky
Nathan ......................... 25, 181, 201
Nowak
Martin A. .................................... 20
Nowlis
Steve ......................................... 190
Noy
Avraham ................................... 172
Nuttavuthisit
Krittinee .................................... 201
O
O'Brien
Ed 210
O'Connor
Roisin ........................................102
Odou
Philippe .....................................124
O'Guinn
Tom .............................................40
Ohira
Shuji ..........................................179
Okyay-Ata
Lale .....................................34, 210
Olivola
Christopher Y. ...........................165
Olsen
Douglas .....................................201
Lars Erling.........................111, 201
Olson
Jenny .........................................210
Nicholas ......................................52
Önçüler
Ayse ..........................................140
Oneto
Stephanie .....................................60
Ong
Fon Sim .....................................167
Ono
Joji ...............................................91
Oppewal
Harmen ......................................170
Ordabayeva
Nailya ................................154, 192
Ostergaard
Per .............................................192
Ostinelli
Massimiliano .....................161, 201
Ostrom
Amy L. ......................................168
Oswald
Laura .................................201, 212
Otnes
Cele ................. 25, 26, 94, 184, 201
Otterbring
Tobias ........................................118
Otto
Ashley .................................97, 210
Ourahmoune
Nacima ..............................181, 201
Outlaw
Jessica .......................................210
Oyserman
Daphna ........................................28
Ozanne
Julie L.......................... 60, 156, 192
Ozcan
Timucin .............................201, 210
Ozkaya
H. Erkan ....................................142
P
Pace
Stefano ...................................... 201
Packard
Grant ............. 33, 58, 139, 176, 201
Page Winterich
Karen......................... 178, 183, 192
Paharia
Neeru................................... 23, 201
Palcu
Johanna ..................................... 172
Pandelaere
Mario... 29, 109, 122, 148, 149, 201
Pang
Jun ..................................... 111, 201
Paolacci
Gabriele ......................... 50, 53, 201
Park
C.W. .......................................... 182
Hyun Young ........................ 46, 210
Jaewoo ........................................ 93
Ji Kyung ........................ 22, 23, 174
Jihye ............................................ 78
Joohyung ..................................... 74
Joowon ...................................... 210
Jooyoung ............................. 25, 210
Jungkun ..................................... 201
Kiwan .............................. 83, 85, 86
Myeong-cheol ........................... 125
Parker
Jeffrey ............................... 183, 201
Parrish
Audrey ...................................... 108
Passyn
Kirsten....................................... 201
Patarapongsant
Yupin ................................ 170, 201
Patrick
Vanessa ..................................... 189
Pattaratanakun
Suppakron ................... 39, 201, 210
Paunesku
David......................................... 145
Pavlicek
Beth M. ..................................... 148
Pechmann
Connie ......................................... 60
Peck
Joann ................................. 117, 119
Peer
Eyal ............................................. 35
Pefecto
Hannah ........................................ 31
Peluso
Alessandro .......................... 54, 201
Pena Marin
Jorge .......................................... 114
Penaloza
Lisa ............................................. 55
Peng
226
Norman ............................... 75, 101
Perera
B. Yasanthi ............................... 123
Peretz
Adrian ....................... 111, 201, 210
Perez
Maria Eugenia................... 201, 212
Perkins
Andrew W............. 74, 80, 141, 201
Perry
Vanessa ............................... 60, 163
Peter
Paula ................... 72, 202, 210, 212
Peters
Anicia.......................................... 94
Ellen .................................. 105, 158
Peterson
Mark ........................................... 60
Petrovic
Ivana ......................................... 202
Pfeiffer
Bruce E. ............................ 162, 202
Pham
Michel ............................... 153, 183
Michel Tuan .............................. 190
Nguyen........................ 82, 154, 210
Phillips
Barbara J. .................................. 202
Diane M. ................................... 202
Philp
Matthew ................ 36, 77, 162, 210
Pick
Doreen ...................................... 202
Pickl Bermejo
Milan........................................... 90
Pierce
Meghan ............................... 28, 210
Pieters
Rik ............................................ 138
Pirouz
Dante M. ..................... 66, 163, 210
Pizzetti
Marta......................................... 202
Plassmann
Hilke ........................... 50, 148, 189
Pocheptsova
Anastasiya ........................... 63, 189
Podoshen
Jeffrey ....................................... 202
Poehlman
T. Andrew ........... 47, 178, 202, 210
Pol
Gratiana .................................... 182
Polyakova
Alexandra.................................. 210
Pongsakornrungsilp
Pimlapas...................................... 37
Siwarit ......................................... 37
Pons
Frank ......................................... 115
Poor
Morgan ................................51, 202
Popa
Monica ...................... 120, 202, 211
Popkowski Leszczyc
Peter ..........................................111
Popovich
Deidre ........................................211
Poulsen
Sanne .........................................202
Powers
Keiko .................................202, 211
Poynor Lamberton
Cait ....................................189, 192
Pracejus
John ...........................................192
Prado
Paulo .........................................107
Preece
Chloe .........................................202
Price
Linda ...........................................61
Prince
Melvin .......................................173
Prokopec
Sonja ...........................................60
Prothero
Andrea .......................................160
Punj
Girish.........................................202
Puntoni
Stefano ........................ 27, 190, 202
Pusaksrikit
Theeranuch ..................................37
Putnam-Farr
Eleanor ......................................175
Puzakova
Marina .................................66, 202
Pyle
Martin ........................................202
Q
Qin
Vivian Yue ..................................18
Yao ............................................107
Qiu
Pingping ..............................77, 202
Quaschning
Simon ........................................211
R
Rabino
Rebecca .....................................114
Rae
Ashley ........... 30, 88, 114, 177, 211
Raghubir
Priya ....................................37, 138
Raghunathan
Raj .....................................137, 202
Raja
Sowmya.............................128, 131
Rajagopal
Priyali ........................................ 202
Raju
Sekar ......................................... 202
Ramachandran
Giridhar ............................... 15, 129
Ramanathan
Suresh ......................... 32, 149, 190
Ramsey
Phil .............................................. 76
Rana
Omer ........................................... 89
Rand
Bailey .......................................... 62
David G. ...................................... 20
Rank-Christman
Tracy ................................... 93, 211
Ransbotham
Sam ........................................... 149
Rao
Akshay ...................................... 190
Rapp
Justine ....................................... 163
Rasolofoarison
Dina........................................... 135
Ratchford
Brian ................................. 202, 211
Rath
Suzanne ..................................... 211
Rathbone
Ryan .......................................... 105
Ratner
Rebecca ............................. 181, 192
Ratneshwar
S. Ratti ........................ 70, 138, 202
Ray Chaudhury
Sarita ......................................... 123
Redden
Joseph ......................... 50, 143, 190
Redker
Christopher................................ 144
Reeck
Crystal ......................................... 30
Reed II
Americus ....................... 27, 57, 178
Reimann
Martin ....................... 159, 160, 202
Reinholtz
Nicholas .................................... 202
Rice
Dan ............................................ 173
Richelieu
André ........................................ 115
Rick
Scott .............................. 40, 53, 192
Ridgway
Nancy ................................ 102, 202
Riis
Jason ......................... 164, 175, 192
Riley
Breagin K. ................................... 53
227
Rinaldo
Shannon .................................... 202
Rinallo
Diego ................................ 202, 212
Rindfleisch
Aric ................................... 167, 190
Ringberg
Torsten ...................................... 202
Ringler
Christine.................................... 118
Roberts
Graham ..................................... 124
Scott .......................................... 202
Robinson
Stefanie ............................... 84, 137
Robitaille
Nicole........................................ 211
Rocereto
Joseph F. ............................. 66, 202
Roche
Sarah ........................................... 80
Rodeheffer
Christopher ............................... 166
Roedder-John
Deborah 40, 60, 147, 148, 156, 192
Roeder
Scott .................................. 120, 211
Roehm
Michelle .................................... 139
Roese
Neal J. ................................. 62, 145
Rogers
Todd ............................................ 54
Roggeveen
Anne ................................... 73, 192
Rohani
Mina .......................................... 168
Rohmann
Elke ............................................. 27
Rokka
Joonas ................. 16, 130, 202, 212
Romero
Marisabel .................. 117, 172, 202
Rosa
Jose ........................................... 156
Rose
Randall ...................................... 202
Rosengren
Sara ................................... 171, 202
Ross
Spencer ..................................... 211
Ross Jr.
William T. ........................... 57, 202
Rossi
Patricia .............................. 126, 173
Rothschild
David ........................................ 110
Rotman
Jeff ................................ 66, 74, 141
Roux
Caroline ............... 18, 165, 166, 211
Roy
Rajat ..........................................202
Roy Chaudhuri
Himadri .....................................202
Rozenkrants
Bella ..........................................107
Rucker
Derek D. .......... 27, 54, 68, 155, 180
Rudd
Melanie ...............................42, 211
Rudolph
Thomas ..............................118, 119
Rui
Chen ..........................................114
Russell
Cristel Antonia ..... 64, 80, 135, 163,
202
Russo
J. Edward...................................190
Ruth
Julie ...........................................142
Ruvalcaba
Cecilia .......................................211
Ruvio
Ayalla .......................... 71, 167, 202
S
Saatcioglu
Bige ...........................................156
Saccardo
Silvia .........................................211
Sackett
Aaron M. ................... 115, 173, 202
Saenger
Christina ....................................211
Sailors
John .............................................74
Saini
Ritesh .......... 69, 112, 170, 171, 202
Saito
Kaichi ........................................116
Salciuviene
Laura .........................................203
Salerno
Anthony......................... 51, 52, 203
Salmon
Stefanie .....................................211
Samper
Adriana ................................98, 134
Samu
Sridhar .......................................173
Sanchez-Casado
Noelia ........................................124
Sand_1kc_1
Ozlem ..........................................55
Sanghvi
Minita ..................................60, 211
Santhanakrishnan
Mukunthan ................................203
Saqib
Najam U. ................................... 158
Sarial-Abi
Gülen......................................... 134
Sauer
Paul ........................................... 116
Savary
Jennifer ......................... 63, 64, 211
Scaraboto
Daiane ....................................... 136
Schau
Hope Jensen ........ 65, 135, 184, 190
Schellekens
Gaby .................................. 176, 203
Schembri
Sharon ......................... 71, 203, 212
Schindler
Robert M. .................................... 48
Schley
Dan .................... 105, 140, 158, 211
Schlosser
Ann ........... 23, 24, 45, 67, 150, 203
Schmeichel
Brandon..................................... 174
Schmidt
Jeffrey ......................................... 29
Schmitt
Julien ......................................... 135
Schneider
Abigail ...................................... 117
Schocker
Jessica ....................................... 182
Schouten
John ..................................... 17, 131
Schramm-Klein
Hanna ........................................ 203
Schrift
Rom........................................... 183
Schroeder
Jonathan .................................... 203
Juliana ............................... 169, 211
Schulz
Heather ...................................... 203
Schwartz
Janet .......................................... 203
Schwarz
Norbert ........................................ 60
Sciandra
Michael ....................................... 22
Scopelliti
Irene .................................... 39, 203
Scott
Carol ........................................... 41
Linda ............... 45, 46, 60, 166, 167
Maura ........................ 132, 163, 203
Seegebarth
Barbara ...................................... 203
Sela
Aner ........................ 18, 52, 92, 192
Sellier
Anne-Laure ....................... 157, 203
228
Semaan
Rania W. ................... 113, 203, 211
Sen
Sankar ......................................... 34
Senges
Eloise ........................................ 151
Sengupta
Jaideep ........................................ 56
Seo
Joon Yong ................................... 47
Seregina
Anastasia ............................. 17, 129
Serfas
Benjamin G. .............................. 113
Sevilla
Julio .......................... 149, 166, 203
Shah
Avni ........ 40, 62, 63, 153, 175, 211
Shalev
Edith ......................................... 192
Shanmugam
Ravi........................................... 121
Shao
Yuan ......................................... 140
Shapiro
Stewart ...................................... 192
Sharma
Eesha......................................... 203
Nikhil .......................................... 22
Shavitt
Sharon ................................. 28, 190
Shaw Hughner
Renée ........................................ 179
Sheehan
Daniel............................ 22, 89, 211
Shen
Hang ......................................... 121
Hao ........................................... 190
Shepherd
Steven ....................................... 180
Shergill
Gurvinder Singh........................ 203
Sherman
David K....................................... 23
Sherry
John................................... 190, 212
Shi
Mengze ....................................... 43
Shin
Chang Yeop ................................ 85
Seung Kyoon .............................. 79
Shiv
Baba .................................... 96, 148
Shrum
L. J. ................................... 114, 121
Shu
Suzanne ............................... 40, 203
Shultz, II
Clifford J. ............................ 60, 179
Shyne
Steven ..........................................72
Siamagka
Nikoletta ......................................72
Siddiqui
Rafay .........................................104
Shakeel ..............................203, 213
Silva
Andre...................................16, 131
Shannon...............................16, 131
Silver
Lawrence ...................................203
Silvera
David H. ....................................203
Simmons
Joseph ................................ 146, 190
Simms
Anja .............................................90
Simonsohn
Uri .............................................146
Simonson
Itamar .......... 18, 146, 158, 163, 190
Simonyan
Yvetta ..........................................42
Simpson
Bonnie .................................85, 203
Sirianni
Nancy J..............................101, 118
Sivaraman
Anu ............................................203
Slabbinck
Hendrik .............................108, 203
Sloman
Steven ..........................................21
Small
Deborah ................. 20, 43, 143, 192
Smarandescu
Laura ........................... 94, 203, 211
Smidts
Ale .....................................170, 176
Smirnov
Kristen ...............................203, 211
Smit
Edith G. ..................... 124, 126, 203
Smith
Andrew ......................................122
Karen H. ....................................173
Michael .....................................203
Pamela .........................................50
Robert ........................................203
Ronn J. ......................................111
Sandra D....................................211
Snyder
Aaron...........................................96
Sobh
Rana ............................................45
Sobol
Kamila .......................................211
Sohier
Alice ....................................16, 130
Sokolova
Tatiana .............................. 110, 203
Somer
Eli 167
Sonenshein
Scott ............................................ 42
Song
Xiaobing...................................... 74
Yoo Jin .................................. 77, 81
Young-A ........................... 203, 211
Sonnenberg
Nadine ....................................... 126
Sonobe
Yasushi ..................................... 179
Sood
Sanjay ........................... 58, 59, 153
Sorensen
Herb .......................................... 120
Soster
Robin L. .................... 103, 151, 192
Spassova
Gerri .......................................... 203
Spiller
Stephen ....................... 40, 192, 211
Spiteri Cornish
Lara ..................................... 37, 203
Sprott
David E. ...................................... 27
Srivastava
Joydeep ..................................... 192
Stadler Blank
Ashley ............................... 203, 211
Stamatogiannakis
Antonios .... 23, 24, 49, 50, 116, 203
Stamboli-Rodriguez
Celina ........................................ 147
Stamos
Angelos ..................................... 109
Stanislawski
Sumire ....................................... 179
Stanton
Steven J. ...................................... 30
Steffel
Mary .......................................... 192
Steinfield
Laurel ...... 45, 46, 60, 166, 167, 203
Steinhart
Yael ................................... 172, 203
Steinmann
Sascha ....................................... 203
Stephen
Andrew ................... 34, 50, 77, 203
Sternthal
Brian ................................. 113, 203
Stewart
Katherine ................................... 150
Stoeckl
Verena E. .................................. 182
Stornelli
Jason ................................. 203, 211
Strizhakova
229
Yuliya ....................................... 203
Sty_Bko-Kunkowska
Ma_2gorzata ............................. 179
Sugai
Philip........................................... 26
Suher
Jacob ......................................... 119
Sujan
Harish.......................... 60, 204, 211
Mita........................................... 192
Sukhdial
Ajay .......................................... 204
Summers
Chris ................. 106, 134, 204, 211
Sun
Yixia ......................................... 211
Sundar
Aparna .............................. 152, 204
Sundie
Jill ....................................... 80, 204
Sung
Yongjun ...................................... 95
Yoon-Hi .................................... 125
Supphellen
Magne ....................................... 204
Süssenbach
Sophie ......................................... 84
Sussman
Abigail B............................. 40, 204
Swanson
Katie ......................................... 211
Sweldens
Steven ............................... 144, 190
Szocs
Courtney ............. 30, 171, 204, 211
T
Tagg
Stephen ..................................... 204
Taheri
Babak ................................ 204, 211
Takhar
Amandeep ............. 72, 87, 123, 211
Tal
Aner .................... 92, 101, 119, 151
Tam
Leona .................................. 82, 204
Tang
Chenying (Claire) ....... 98, 204, 211
Felix .......................................... 204
Tannenbaum
David .......................................... 21
Tao
Tao ............................................ 105
Tari Kasnakoglu
Berna......................................... 204
Taube
Markus ...................................... 142
Taylor
David ........................................ 204
Teng
Lefa ...........................................106
ter Hoeven
Claartje ........................................78
Teschner
Florian .......................................110
Tessitore
Tina ...........................................108
Tezer
Ali .....................................106, 211
Thakkar
Maneesh ....................................204
Thomas
Kevin .........................................211
Manoj ........................................190
Tandy Chalmers ........................204
Veronica ....................................204
Thompson
Debora V. ..................................193
Thrasher
James F........................................99
Tian
Ding...........................................212
Tignor
Stefanie M. ................................101
Tinson
Julie ...........................................204
To
Ashley Y. H.................................94
Tomaseti-Solano
Eva ............................................124
Tonietto
Gabriela .......................................59
Tonner
Andrea ...............................204, 212
Torelli
Carlos J.............. 27, 28, 30, 47, 190
Tormala
Zakary L. ................... 114, 145, 190
Touré-Tillery
Maferima ...................................174
Towal
R. Blythe ...................................161
Townsend
Claudia ...................... 166, 169, 193
Tran
An T. .........................................165
Trebeck
Katherine .....................................46
Treuer
Galen .........................................134
Troye
Sigurd V. .....................................88
Trudel
Remi ..........................................142
Trump
Rebecca K. ................................204
Tsai
Claire .........................................193
Tsang
Alex S. L. ..................................115
Tsuchihashi
Haruko ...................................... 116
Tu
Ke (Christy) ...................... 157, 212
Lingjiang ..................................... 90
Yanping..................................... 204
Tuk
Mirjam ...................................... 193
Tully
Stephanie M. ..................... 164, 165
Tumbat
Gulnur ......................... 89, 190, 213
Tunca
Burak........................................... 88
Ture
Meltem ...................................... 204
Turley
Darach ....................................... 204
U
Ubel
Peter .......................................... 175
Uhalde
Arianna ....................................... 79
Ülkümen
Gülden................................. 21, 193
Ulusoy
Emre ............................................ 98
Ulver
Sofia ............................................ 38
Umashankar
Nita ........................................... 167
Unnava
H. Rao ................................... 19, 78
Uotila
Hannu .................................. 17, 129
Upadhyaya
Shikha ....................................... 156
Urbonavi_Dius
Sigitas ......................................... 38
Urien
Bertrand .................................... 161
Urminsky
Oleg 21, 32, 40, 155, 168, 169, 173,
193
Utgard
Jakob ........................................... 81
V
V. Johar
Gita ........................................... 139
Vaidyanathan
Rajiv .......................................... 204
Valenzuela
Ana .................................... 104, 193
Vallen
Beth ........................... 141, 204, 212
van Beest
Ilja ............................................... 59
Van den Bergh
Bram ......................................... 190
van der Lans
230
Ralf ............................................. 94
Van Ittersum
Koert ........................................... 22
Van Kerckhove
Anneleen ................................... 133
van Laer
Tom........................................... 170
van Osselaer
Stijn........................................... 190
VanEpps
Eric ........................................... 100
Vanhuele
Marc .......................................... 110
Vaniala
Iiro ...................................... 17, 131
Veeck
Ann ........................................... 204
Veer
Ekant ........................... 60, 193, 213
Veiga
Ricardo Teixeira ....................... 204
Venkatesh
Alladi ........................................ 204
Venkatraman
Meera ........................................ 204
Venugopal
Srinivas ............................. 156, 184
Veresiu
Ela ............................. 146, 147, 184
Verlegh
Peeter .... 27, 78, 124, 126, 170, 176
Vermeir
Iris ............................................... 95
Verrochi Coleman
Nicole............................ 36, 42, 193
Verstraeten
Julie........................................... 108
Vicdan
Handan ...................................... 182
Vickers
Brian D. ...................................... 66
Vieceli
Julian......................................... 204
Vieira
Valter ........................................ 204
Vigar-Ellis
Debbie ......................................... 88
Vignolles
Alexandra.......................... 128, 131
Vinuales
Gema ......................................... 116
Visconti
Luca M...................... 146, 147, 204
Visentin
Matteo ....................................... 204
Viswanathan
Madhu ......................... 60, 156, 184
Nanda ........................................ 204
Vohs
Kathleen . 22, 23, 30, 32, 40, 50, 52,
62, 134, 163, 174, 177, 193
Voorhees
Clay ...........................................168
Vosgerau
Joachim .................................43, 49
Voyer
Peter ..................................204, 212
W
W_5sowicz-Kiry_2o
Gra_Cyna ..................................179
Wadhwa
Monica ...................... 164, 193, 212
Wagner
Udo ............................................161
Wakslak
Cheryl ........................................181
Walker Naylor
Rebecca ..................... 134, 178, 193
Wallendorf
Melanie .....................................190
Wallman
Jeffrey .........................................29
Walter
Carla ..........................................204
Walters
Daniel ..........................................21
Walther
Eva ............................................144
Wan
Echo Wen ............................56, 193
Fang............................. 77, 204, 212
Jing .............................. 35, 169, 212
Lisa C. .........................................39
Wang
Alice (Jing) ..................................46
Chen ....................................41, 204
Jessie J. ......................................161
Jing (Alice) ..........................46, 193
Kanliang ....................................111
Liangyan ...................................105
Lili ..................................... 180, 204
Paul ...........................................204
ShihChing .................................212
Sui-Min .......................................98
Tingting .....................................212
Xi 110
Yajin ............................ 29, 147, 148
Ze 86, 204
Ziwei .........................................204
Zongyuan ....................................81
Wansink
Brian .................... 92, 119, 141, 151
Ward
Morgan ................................68, 167
Warmath
Dee ............................................167
Warren
Caleb ......................... 139, 181, 205
Weathers
Danny ..........................................87
Weaver
Kimberlee............................ 36, 193
Webb
Andrea............................... 117, 119
Elizabeth ................................... 212
Weber
Virginia ....................... 38, 122, 169
Webster
Cynthia .............................. 205, 213
Wedel
Michel ....................................... 138
Weeden
Clare .......................................... 205
Weeks
Kivy ............................................ 75
Wei
Shuqin ....................................... 115
Weibel
Christian .............................. 95, 212
Weihrauch
Andrea....................................... 107
Weinberger
Michelle .................................... 190
Weingarten
Evan .......................................... 150
Weiss
Liad ................................... 172, 212
Weisstein
Fei L. ................................. 110, 205
Wen
Na (Amy) ............................ 95, 107
Wertenbroch
Klaus ........................................... 53
Wheeler
Christian .................................... 190
S. Christian................................ 114
Whelan
Andrew ....................................... 90
Jodie .................................... 58, 205
White
Andrew ..................................... 212
Katherine ............................. 51, 190
Rebecca ..................................... 173
Tiffany ................................ 80, 205
Wiener
Hillary ................................... 43, 44
Wiertz
Caroline..................................... 193
Wiggins
Catherine ..................................... 94
Wilcox
Keith ..... 24, 25, 40, 50, 60, 66, 193
Wiles
Michael ..................................... 103
Wilkie
William ..................................... 205
Williams
Elanor ........................................ 205
Lawrence ........................... 181, 193
Patti ............................. 42, 153, 190
231
Wilner
Sarah ......................................... 111
Winkelman
Bryce......................................... 185
Winterich
Karen .............................. 24, 46, 47
Wiyanto
Tifani .................................. 90, 212
Wobker
Inga ............................................. 75
Wohlfeil
Markus .............................. 205, 213
Wolfgramm
Rachel ....................................... 127
Wolfinbarger Celsi
Mary ..................................... 37, 65
Wong
Nancy ........................................ 167
Wood
Charles ...................................... 146
Woolley
Kaitlin ......................................... 49
Wooten
David .................................... 33, 58
Worlu
Omnipreye .................................. 55
Wu
Eugenia ..................................... 193
Jiayun (Gavin) .................... 98, 205
Xiaoqing ..................................... 98
Yi-Chia ..................................... 212
Würth
Julian......................................... 183
Wyer
Robert S. ... 39, 49, 84, 96, 105, 177
X
Xia
Lan ............................................ 205
Xiao
Na 205
Xie
Guang-Xin .......................... 98, 205
Xu
Alison Jing .............. 18, 31, 43, 190
Fei ............................................... 62
Huimin ................................ 69, 182
Jing ............................................. 48
Lan .................................... 107, 108
Y
Yalch
Richard.............................. 105, 205
Yang
Adelle Xue ................ 169, 173, 212
Chun-Ming.... 78, 85, 113, 205, 212
Haiyang ............... 50, 116, 157, 205
Lifeng........................ 171, 205, 212
Linyun ....................................... 205
Sybil .......................................... 205
Xiaojing ...................................... 70
Yang ........................................... 43
Zhiyong ........... 39, 83, 88, 112, 205
Yani-de-Soriano
Mirella .........................................77
Yao
Jun .............................................170
Qing.............................................18
Yates
J. Frank ........................................66
Ye
Jun .............................................125
Lilly ...........................................205
Yeomans
Mike ............................................69
Yeung
Catherine ...................................193
Yi
Sunghwan ..................................102
Yim
Mark Yi-Cheon ......... 116, 205, 212
Yoeli
Erez .............................................20
Yoo
Seung (Seung-Chul) ....................73
Yoon
Heeyoung ..................................103
Hye Jin ..................................72, 73
Sukki ...........................................47
Sunyee .......................................212
Youn
Nara............................................. 85
Y. Jin ............................. 83, 85, 122
Yuan
Shaofeng ................................... 205
Yucel-Aybat
Ozge ............ 79, 113, 135, 205, 212
Yuhuang
Zheng ........................................ 114
Yuksel
Mujde ........................................ 205
Z
Zanger
Cornelia ..................................... 179
Zauberman
Gal....................................... 40, 165
Zayer
Linda Tuncay .............................. 26
Zeelenberg
Marcel ......................................... 48
Zemack-Rugar
Yael ........................... 114, 174, 193
Zeugner-Roth
Katharina ..................................... 28
Zhang
Charles ................................ 21, 205
Dan ............................................ 205
Jiao .............................. 62, 149, 205
232
Jing ............................................. 70
Kuangjie.................................... 205
Lijun ........................................... 73
Meng ......................................... 193
Yan ................................... 137, 193
Ying .................................... 49, 205
Yinlong ................................. 90, 91
Zhao
Min ........................................... 193
Zheng
Da 87
Yuhuang............................ 105, 205
Zhong
Chen-Bo ............................ 136, 193
Zhou
Rongrong .................................. 193
Xiaoyu ................................ 85, 113
Zhu
Juliet ....... 41, 44, 45, 114, 132, 193
Meng ................................. 205, 212
Zitek
Emily .......................................... 20
Zolfagharian
Mohammadali ........................... 205
Zwick
Rami ......................................... 205