Welcome to SCP @ St. Pete Beach!
We are thrilled that you are here in sunny St. Pete Beach to participate in SCP’s Annual Winter
Conference. This promises to be an exciting and intellectually stimulating conference given the high
number and quality of submissions, which forced us to be extremely selective in our acceptances. This
year, the keynote speakers are George Loewenstein and Michael Platt who will deliver their addresses on
February 26th (Friday) and February 27th (Saturday), respectively.
We also have the pleasure of featuring four SCP award addresses on Saturday, February 27th. In
recognition of their outstanding contributions to consumer psychology, Barbara Kahn has been named
SCP Fellow, Joel Huber has received the SCP Distinguished Scientific Contribution Award, and Rajesh
Bagchi the Early Career Award. In addition, we’ll have the winners of the dissertation award present their
work.
We would like to extend our sincere thanks to the associate editors, the many reviewers, authors,
presenters, discussants and volunteers who have helped ensure a phenomenal conference program. We
are deeply grateful to SCP president Stijn M.J. van Osselaer for his leadership and positive outlook and to
Larry Compeau for his stoic vision and patience throughout this process. We would also like to thank to
our first cross-generational SCP Doctoral Consortium Committee comprised of Vicki Morwitz, her former
student Manoj Thomas, and his current student Joowon Park. The consortium is underwritten by funds
from Jane and David Schumann and supported by generous contributions from Cornell University, and
the Stern School of Business at NYU. In addition, a BIG thank you goes to our crazy creative closing
event-gurus Lalin Anik, Zoe Chance, and Hal Hershfield for planning in what will be -- without doubt -- a
memorable experience on Saturday evening.
We also are immensely indebted to Paul Belcastro, Aleksey Cherfas, and Patty Salo Downs for their
flawless and tireless behind-the-scenes efforts in supporting this year’s conference. Finally, we would like
to thank our sponsors: the Andrew Redleaf of Whitebox Advisors , the International Center for Finance at
Yale School of Management, Qualtrics, the University of Toronto Rotman School of Management, and
BEworks Inc. for sponsoring the closing event at this year’s conference.
We are grateful to have such wonderful contributions from so many people for the benefit of the society.
We hope you enjoy SCP 2016!
Nina Mažar
University of Toronto
Gal Zauberman
Yale University
Program Overview
Thursday, 25 February 2016
8:00 am - 6:00 pm
2:00 pm - 8:00 pm
1:00 pm - 3:00 pm
3:00 pm - 6:00 pm
6:00 pm - 8:00 pm
6:00 pm - 7:30 pm
Doctoral Consortium (Tarpon Key)
Registration (Grand Palm Col. West)
Publications Committee (Blue Heron)
SCP Executive Committee (Blue Heron)
Reception (Banyan Breezeway)
Working Paper Session I (Banyan Breezeway)
Friday, 26 February 2016
7:00 am - 8:00 pm Registration (Grand Palm Col. West)
7:30 am - 8:15 am Breakfast (Grand Palm Col. West)
8:15 am - 9:30 am Session 1
9:30 am - 9:45 am Break (Grand Palm Col. West)
9:45 am - 10:45 am PLENARY SESSION 1 – George Loewenstein, Carnegie Mellon University (Tarpon/Sawyer/Long)
10:45 am - 11:00 am
Break (Grand Palm Col. West)
11:00 am - 12:15 pm
Session 2
12:30 pm - 2:00 pm LUNCHEON AND PRESIDENTIAL ADDRESS (Garden Courtyard/Banyan Bzwy)
2:15 pm - 3:30 pm Session 3
3:30 pm - 3:45 pm Break (Grand Palm Col. West)
3:45 pm - 5:00 pm Session 4
4:00 pm - 4:55 pm JCP AE RESEARCH AND REPORT MEETING (Blue Heron)
5:00 pm - 7:00 pm JCP ERB MEETING (Tarpon Key)
6:00 pm - 7:30 pm Working Paper Session 2 (Banyan Breezeway)
6:00 pm - 8:00 pm Reception (Banyan Breezeway)
Saturday, 27 February 2016
7:00 am - 3:45 pm Registration (Grand Palm Col. West)
7:30 am - 8:15 am Breakfast (Grand Palm Col. West)
8:15 am - 9:30 am Session 5
9:30 am - 9:45 am Break (Grand Palm Col. West)
9:45 am - 10:45 am PLENARY SESSION 2 – Michael Platt, University of Pennsylvania (Tarpon/Sawyer/Long)
10:45 am - 11:00 am
Break (Grand Palm Col. West)
11:00 am - 12:15 pm
Session 6
12:30 - 2:00
AWARDS AND BUSINESS LUNCHEON (Garden Courtyard/Banyan Bzwy)
2:15 pm - 3:30 pm Session 7
3:00 pm - 5:00 pm SCP ADVISORY PANEL MEETING (Snowy Egret)
3:30 pm - 3:45 pm Break (Grand Palm Col. West)
3:45 pm - 5:00 pm Session 8
8:00 pm - 12:00 pm "Fire and Ice" Fire dancing, magic, glass blowing, DJ, and a molecular bar. Theme attire encouraged. Meet
in the TradeWinds Lobby Bar @ 7:15 p.m. Bus transportation provided to and from the party. (Duncan McClellan Gallery,
2342 Emerson Ave. South, St. Petersburg, FL 33712)
Thursday, 25 February 2016
Doctoral Consortium
8:00 am - 6:00 pm
Tarpon Key
Registration
2:00 pm - 8:00 pm
Grand Palm Col. West
Publications Committee
1:00 pm - 3:00 pm
Blue Heron
SCP Executive Committee
3:00 pm - 6:00 pm
Blue Heron
Reception
6:00 pm - 8:00 pm
Banyan Breezeway
Working Paper Session I
6:00 pm - 7:30 pm
Banyan Breezeway
Working Papers: Working Paper Session 1 (Banyan Breezeway)
Friday, 26 February 2016
Registration
7:00 am - 8:00 pm
Grand Palm Col. West
Breakfast
7:30 am - 8:15 am
Grand Palm Col. West
Session 1
8:15 am - 9:30 am
1.1 Symposium: Beyond Personal Consumption: How Consumers Choose for Joint Consumption and Other’s
Consumption (Citrus Room)
1.2 Symposium: The Potential Pitfalls of Experiential Consumption (Glades Room)
1.3 Symposium: A Left-leaning, Per Gram, Positively Natural, and Expensive Recipe for Healthiness: What on
Earth Makes Us Think Food is Healthy? (Jasmine Room)
1.4 Individual Papers: Measurement (Palm Room)
1.5 Individual Papers: Context and Information (Sabal Room)
Break
9:30 am - 9:45 am
Grand Palm Col. West
PLENARY SESSION 1 – George Loewenstein, Carnegie Mellon University
9:45 am - 10:45 am
Tarpon/Sawyer/Long
Break
10:45 am - 11:00 am
Grand Palm Col. West
Session 2
11:00 am - 12:15 pm
2.1 Symposium: Context Effects in Word-of-Mouth (WOM): How Innocuous Characteristics of Message
Generation Influence Sharing and Persuasiveness (Citrus Room)
2.2 Symposium: Doing Well by Doing Better: Strategies to Increase Consumer Participation in Charitable
Campaigns (Glades Room)
2.3 Individual Papers: Selected Topics of Consumer Psychology (Jasmine Room)
2.4 Individual Papers: Identity and Consumption (Palm Room)
2.5 Individual Papers: Feelings in control: Affective influences on purchase and consumption decisions (Sabal
Room)
LUNCHEON AND PRESIDENTIAL ADDRESS
12:30 pm - 2:00 pm
Garden Courtyard/Banyan Bzwy
Session 3
2:15 pm - 3:30 pm
3.1 Symposium: Protect Yourself: the Social, Emotional & Self-Protecting Consumer (Citrus Room)
3.2 Symposium: Flashing Forward: Antecedents and Consequences of Future-Self Connectedness (Glades Room)
3.3 Individual Papers: Sampling and Experiences (Jasmine Room)
3.4 Individual Papers: Simulation and Experiences (Palm Room)
3.5 Individual Papers: Decision Environment and Consumption (Sabal Room)
Break
3:30 pm - 3:45 pm
Grand Palm Col. West
Session 4
3:45 pm - 5:00 pm
4.1 Symposium: Beyond the Choice Set: The Impact of Considering Outside Options (Citrus Room)
4.2 Symposium: Effects on Time and Time Effects: The Interplay of Consumer Behavior and Time (Glades Room)
4.3 Individual Papers: The influence of financial considerations on consumer behavior (Jasmine Room)
4.4 Individual Papers: Consumer Decision Making (Palm Room)
4.5 Individual Papers: Evaluations and Attitudes (Sabal Room)
JCP AE RESEARCH AND REPORT MEETING
4:00 pm - 4:55 pm
Blue Heron
JCP ERB MEETING
5:00 pm - 7:00 pm
Tarpon Key
Working Paper Session 2
6:00 pm - 7:30 pm
Banyan Breezeway
Working Papers: Working Paper Session 2 (Banyan Breezeway)
Reception
6:00 pm - 8:00 pm
Banyan Breezeway
Saturday, 27 February 2016
Registration
7:00 am - 3:45 pm
Grand Palm Col. West
Breakfast
7:30 am - 8:15 am
Grand Palm Col. West
Session 5
8:15 am - 9:30 am
5.1 Symposium: When Products and Devices Seem Human and Humans Feel Like Machines: Antecedents of
Anthropomorphism and Consequences of Dehumanization (Citrus Room)
5.2 Symposium: Time and Affect (Glades Room)
5.3 Individual Papers: Consumption (Jasmine Room)
5.4 Individual Papers: Better Living through Psychology (Palm Room)
5.5 Individual Papers: In limbo: Influencing performance and decisions (Sabal Room)
Break
9:30 am - 9:45 am
Grand Palm Col. West
PLENARY SESSION 2 – Michael Platt, University of Pennsylvania
9:45 am - 10:45 am
Tarpon/Sawyer/Long
Break
10:45 am - 11:00 am
Grand Palm Col. West
Session 6
11:00 am - 12:15 pm
6.1 Symposium: Judging Authenticity from Prosocial Gestures (Citrus Room)
6.2 Symposium: Experiencing experiences: Great strategies for designing, purchasing, and enjoying experiences
(Glades Room)
6.3 Individual Papers: Self and other-perspective in gifting, consuming, and advising (Jasmine Room)
6.4 Individual Papers: Malleable Attitudes (Palm Room)
6.5 Individual Papers: Others, Self, and the Mysterious (Sabal Room)
AWARDS AND BUSINESS LUNCHEON
12:30 - 2:00
Garden Courtyard/Banyan Bzwy
Session 7
2:15 pm - 3:30 pm
7.1 Symposium: Conversation Pieces, Shared Experiences, and Gifts: The Impact of Different Types of Social
Consumption on Social Connection (Citrus Room)
7.2 Symposium: The Greater Good: Behavioral Research with Social Value (Glades Room)
7.3 Special Awards Session: SCP Fellow, Early Career and Dissertation Competition Winners (Jasmine Room)
7.4 Individual Papers: Visual Effects in Consumption (Palm Room)
7.5 Individual Papers: Cognitive processes in judgment and decision-making (Sabal Room)
SCP ADVISORY PANEL MEETING
3:00 pm - 5:00 pm
Snowy Egret
Break
3:30 pm - 3:45 pm
Grand Palm Col. West
Session 8
3:45 pm - 5:00 pm
8.1 Symposium: (Don’t) Fear the Reaper: Mortality Salience as a Driver of Consumer Behavior (Citrus Room)
8.2 Symposium: Marketing Actions that Change Behavior (Glades Room)
8.3 Individual Papers: External influences on consumer behavior: environment, society, and framing (Jasmine
Room)
8.4 Individual Papers: Consumption, Decisions, Judgments and Construal Over Time (Palm Room)
8.5 Individual Papers: New insights on consumer influence in advertising and retailing (Sabal Room)
"Fire and Ice" Fire dancing, magic, glass blowing, DJ, and a molecular bar. Theme attire encouraged. Meet in the
TradeWinds Lobby Bar @ 7:15 p.m. Bus transportation provided to and from the party.
8:00 pm - 12:00 pm
Duncan McClellan Gallery, 2342 Emerson Ave. South, St. Petersburg, FL 33712
Thursday, 25 February 2016
Doctoral Consortium
8:00 am - 6:00 pm
Tarpon Key
Registration
2:00 pm - 8:00 pm
Grand Palm Col. West
Publications Committee
1:00 pm - 3:00 pm
Blue Heron
SCP Executive Committee
3:00 pm - 6:00 pm
Blue Heron
Reception
6:00 pm - 8:00 pm
Banyan Breezeway
Working Paper Session I
6:00 pm - 7:30 pm
Banyan Breezeway
Working Papers: Working Paper Session 1
Room: Banyan Breezeway
The Early Bird Gets the Worm: Changing Behavior Via Reduced Attention Communication Vehicles
Steven Dallas, New York University, USA*
Gavan Fitzsimons, Duke University, USA
When a persuasive appeal is counter-attitudinal, the current common practice is to make the appeal as attention-grabbing and
in-your-face as possible. However, the current research suggests that a better alternative is available. Specifically, the current research
reports the results of a lab study and a field study that suggest that placing a counter-attitudinal or reactance-inducing persuasive
stimulus in a location where it is quickly ignored is an effective path to change behavior. Thus, we find that habituation to a
counter-attitudinal or reactance-inducing persuasive appeal can increase the effect of the appeal.
The Effect of Targetability and Ethnic Identity on the Likeability of Ethnically Congruent Advertising
J.P. James, Rutgers University, USA*
The extant marketing literature demonstrates that ethnically similar casting and identity primes make ethnic advertising more preferred
by the congruent ethnicity. However, the psychology of ethnic identity relative to the likeability of ethnically targeted advertising has
not been studied. This paper leverages Distinctiveness Theory and Social Identity Theory to explain and this phenomenon. Findings
show that the multicultural marketing communications are more likeable when the advertising is ethnically congruent and individuals
feel less targeted by the advertising. Additionally, ethnic advertising is more likeable among individuals with a lower level of ethnic
exploration and feel more targeted by the multicultural advertising.
The Effects of Self-Control on Deal Proneness Behavior
Cansu Karaduman, HEC Lausanne, Switzerland*
Joseph Lajos, HEC Lausanne, Switzerland
When considering each phase of the customer journey, online retailers must make decisions about using promotional-pricing
strategies. The purpose of this paper is to help marketers decide how to make deals more attractive to consumers. We provide evidence
from three online studies that consumers with depleted self-control are less likely to choose deals than consumers whose self-control is
not depleted. We hypothesize that this effect occurs because consumers with depleted self-control are less able to process the
additional information typically associated with deals. When choosing deals, consumers must determine which deal is best, and what
to do to get it.
Being a Geek is the New Chic: How Technology Products Signal High Social Status
Perrine Desmichel, University of Lausanne*
Bruno Kocher, University of Lausanne
Joseph Lajos, University of Lausanne
Lately high technology products have become trendy and always more expensive. The present research explores whether these
products, like luxury products, can be considered as status goods, i.e. whether they increase the level of perceived social status of their
owners. In two experiments we found convincing support for the fact that technology products are status goods, and that they signal a
specific type of status. These findings are important for both the luxury and technology industries, which seek to differentiate
themselves from each other.
Eating Healthy but Pricey: Influence of Conflicting Goals on Food Choice
Mingyue Zhang, Rutgers University, USA*
Christine Ringler, Rutgers University, USA
When faced with various choices in daily life, consumers often find themselves in conflicting situations because the purchase might
fulfill one goal while contradicting another. Increasing health consciousness continually reminds consumers to purchase more healthy
foods. On the other hand, the goals of saving money become more important for adults. Thus the higher price of healthy foods and
goals of saving money put consumers in a conflicting goal situation. In Study 1, we investigate how conflicting goals and self-control
influence consumer decision-making and purchase of healthy but pricey food.
If I Look at Myself, I May Stop Shopping: The Moderating Role of Visualization Perspective on Impulsive Buying.
Carlos Bauer, The University of Texas at San Antonio, USA*
Impulsive buying, and other consequences linked to lack of self-control have been extensively studied in the Marketing and Consumer
Behavior literatures. Perhaps one of the most frequent explanations for impulsive buying is mental depletion. This study proposes a
novel moderator for impulsive buying, visual perspective. When evaluating products or behaviors, either in the past or future,
consumers may do so from a first or third-person perspective. We argue that changes in visualization particularly moving from the
default 1st person to a 3rd person perspective decreases the consumers’ likelihood to engage in impulsive buying. In doing so, we
have also showed that the effects are not due to lack of mental resources. In addition, past literature suggest that resulting effects from
variations in visual perspective are not due to changes in construal levels.
Can I Extend my Enjoyment if I Change Perspectives? The Role of Visualization Perspective on Satiation
Carlos Bauer, The University of Texas at San Antonio*
Product satiation is a problem that marketers face constantly. As past studies have shown, satiation does not only devalue the product,
but also motivates satiated consumers to seek variety. The purpose of this study is to put forth a novel variable that may help
ameliorate the negative effects of satiation. As consumers evaluate a product or experience, they may do so either from the default
first-person visual perspective or from a third-person visual perspective. Since repeated consumption increases satiation, we argue that
visualizing such consumption from a third-person perspective slows the satiation process down compared to when such visualization
takes place from a first-person perspective.
The Effect of Product Availability on Choice in Different Display Environments
Sarah Whitley, Boston University, USA*
Remi Trudel, Boston University, USA
We show that product availability influences consumer choice differently depending on the retail environment. When product displays
allow for empty space that signals scarcity, consumers interpret low product availability as a sign of popularity, driving choice of that
option. Instead, consumers confer high product availability as an indirect sign of popularity among consumers when viewing the
fully-stocked displays of efficient assortment retailers, prompting choice of the most available option.
The effect of display format on choice variety in the simultaneous multiple choice condition
Jihye Park, Hankuk University of Foriegn Studies*
The purchase of this study was to examine the effect of product display format on choice variety in the simultaneous multiple choice
condition. Results of three experiments revealed that consumers tended to choose more product variants in the segment display over in
the mixed display. The effect of display format on choice variety was strengthened when product variants were similar, but the effect
was weakened when assortment size increased. Results are applicable to stock management by SKU for promoting choice variety in
simultaneous multiple purchases.
Advertisements as Threats to Competence
Raymond Lavoie, University of Manitoba, Canada*
Kelley Main, University of Manitoba, Canada
This research examines when advertisements will be perceived as threats and how to mitigate the perceived threats. Study 1 supports a
moderated mediation model in which advertisements for products from a brand that a person did not choose are perceived as threats to
decision making competence which reduces affect. Threats can be perceived from advertisements that contain no claims and by
consumers who do not identify with a competing brand. Time moderates this relationship by reducing perceived threat. In Study 2 we
demonstrate that seeing an advertisement for a brand which consumers already own reduces their defensiveness towards competitor
advertisements.
Influence of addiction warnings on the consumption of everyday products and actions
Matthew D. Meng, Boston University, USA*
Remi Trudel, Boston University, USA
Carey K. Morewedge, Boston University, USA
The most accepted strategy for combating addiction is simply to draw attention to the fact that an item, activity, or substance may be
addictive. Through different experimental methods, we show that framing an everyday product or action can actually backfire,
resulting in an increase in the deleterious behavior. Specifically, framing the act of shopping as being addictive increases both
impulsive shopping decisions and the amount consumers are willing to pay for products. Further, informing consumers that chocolate
is addictive significantly increases the amount of chocolate subsequently consumed.
Warm Brands as Relationship Partners: Social Exclusion and Consumer-Brand Relationships
Soyoung Kim, University of Alberta, Canada*
Sarah Moore, University of Alberta, Canada
Kyle Murray, University of Alberta, Canada
We focus on the social nature of brands by investigating the effect of social exclusion on consumers’ short-term and long-term
reconsumption of warm brands. We find that socially excluded consumers are more likely to be emotionally attached to warm brands
than competent brands and thus are willing to reconsume these warm brands. Over and above the transient consumption of brands, our
research suggests that cultivating relationships with warm brands can serve as an effective coping mechanism.
Positive and Negative Effects of Service Recovery in the Absence of a Service Failure: The Mediating Effect of Surprise
Marcus Wardley, University of Oregon, USA*
Service failure and recovery has received extensive attention in the literature. However, little is known about the effects of a
generalized service recovery effort on consumers who did not experience a service failure. This current paper fills the gap in the
literature by examining a mass email recovery effort due to a website outage. We show that a service recovery involving an apology
can lead to lower purchase intention in consumers who weren’t affected by the service failure. However, when the apology is
combined with a discount this increases purchase intention and trust. We show that surprise mediates this result.
Gifts from Whom Matter: The Effect of Asymmetric Power Between Givers and Receivers on Their Preferences for Gifts
Woo Jin Choi, University of Seoul, South Korea
Jae Hong Park, Kyung Hee University, South Korea
Terryn Lee, Seoul National University, South Korea*
Past research on gift-giving behaviors has presumed the receiver-giver relationship as an equal and horizontal. However, in the real
world, an unequal power distribution can exist in many giver-receiver relationships. This research suggests that the difference in
interpersonal power between givers and receivers can predict their gift preferences.
Loving to Be Different: How Romantic Love and Sexual Desire Influence the Desire to Be Different
Chenying Tang, Arizona State University, USA*
This article examines the functionally independent roles of romantic love and sexual desire in influencing the desire to be different. It
suggests that when in love (vs. lust), people take on a long-term perspective, which facilitates abstract thinking producing greater
social distance and thereby enhances the desire to express difference. These findings offer initial insights into how marketers can make
strategic use of romantic versus sex appeals to promote a diversity of products and opinions.
The Purgatory of No Reply
George Alba, Federal University of Rio Grande do Sul & Federal Institute of Rio Grande do Sul, Brazil*
Caglar Irmak, University of Miami, USA
From dating proposals to product negotiations, consumers and companies sometimes do not receive any reply to their proposals from
the relevant parties. We investigate the impact of receiving no reply on people’s inference- and decision-making. Two studies
demonstrate that after receiving no (vs. negative) reply consumers are more likely to update their personal profile at a dating website
and reduce the asking price for their car at a greater amount. We show that this effect is mediated by lower perceived interest from the
relevant party in the no (vs. negative) reply condition.
How Creative is Jack of all Trades? The Effects of Multitasking on Consumer Creativity
Sydney Chinchanachokchai, University of Wisconsin - Eau Claire*
In the world of fast changing environments, consumers have a tendency to perform more than one task at a time; for example, texting
while watching TV, listening to the radio while doing homework. This multitasking behavior in consumers is inevitable and could
affect consumer creativity. Consumers sometimes encounter situations in which they need to use their problem-solving skill to alter a
product to enhance its performance or appearance, or even to create a new product (creativity). This research examines the types and
structures of task in multitasking and how they affect consumer creativity.
Do Thanks Really Cost Nothing? When (High) Feelings of Gratitude Do Not Yield Better Relational Outcomes
George Alba, Federal University of Rio Grande do Sul & Federal Institute of Rio Grande do Sul, Brazil*
Rafael Lionello, Federal University of Rio Grande do Sul, Brazil
Many scholars advocate that gratitude increases psychological well-being in daily life, as well as it builds and preserves strong social
relationships. Nevertheless, gratitude has been largely underestimated by consumer psychology literature. Our work shows that high
levels of gratitude create a large window for consumers reciprocate. However, our findings indicate that gratitude-based reciprocal
behaviors may be harmful to consumers, because consumers become more susceptible to make non-optimal decisions. In addition, we
shed light to the fact that high levels of consumers’ gratitude are not long lasting, making people reset the “gratitude clock” when they
feel that they have already reciprocated.
The Effect of Inferred Chances for Reaffiliation on Socially Excluded Consumers' Response to Scarcity Appeals
Na Ri Yoon, Seoul National University, Korea*
In response to social exclusion, individuals may show behaviors of either conformity or differentiation, depending on their cognitive
assessment of chances for reaffiliation. The results reveal that when socially excluded individuals inferred low chances to re-enter the
group, they indicated higher purchase intention for products unavailable to other consumers due to limited supply (supply-side
scarcity) and not because they already have been purchased by many people (demand-side scarcity). However, individuals who
inferred high chances for reacceptance showed similar preference between products in limited quantity due to prior consumption by
others (demand-side scarcity) and products in scarcity because of restricted supply (supply-side scarcity).
(*This paper is an extract from the author's master's thesis.)
To-Date versus To-Go?: Exploring the Interplay of Self-Construal and Goal Framing in the Effectiveness of Advertising
Campaigns for Charitable Giving
Soyoung Lee, The University of Texas at Austin*
Wei-Na Lee, The University of Texas at Austin
Yoon Hi Sung, The University of Texas at Austin
The study examines how individuals' self-construal (i.e., independent vs. interdependent) interacts with advertising messages featured
in goal framing (i.e., to-go vs. to-date) for charitable donations in a shared goal context. Based on this, the current study aims to
answer how self-construal and goal framing are associated and affect people’s attitude and behavior. On the basis of the concept of
self-construal and goal framing, a 2 (Self-construal: Independent vs. Interdependent) × 2 (Goal framing types: to-go framing vs.
to-date framing) factorial design will be employed. Theoretical and empirical implications are discussed.
Business in Mind, Recklessness in Action : Incomplete Prior Decisions Increase Risk Taking on the Subsequent Behavior
Jinwoo Kim, Seoul National University*
Kyoungmi Lee, Seoul National University
It is common for consumers to postpone their resolutions on a specific choice to a later time. The current research focuses on the
downstream consequences of such incomplete prior decisions (IPDs) and demonstrates how IPDs increases risk-taking tendencies in
subsequent decision making. Two experiments were conducted to test the hypothesis. In Study 1a, participants in the incomplete
condition showed higher preferences for a riskier option compared to participants in the complete condition. Study 1b also replicated
such results. The current research will help understand how everyday behaviors, postponing decision making to a later time, affect
their subsequent decision making.
When More People Give And When People Give More: Comparing Appeals To Express Support Versus Make A Difference
Minjung Koo, Sungkyunkwan University
Ayelet Fishbach, University of Chicago
Hye Kyung Park, Community Chest of Korea*
We compare two types of persuasive appeals in charitable giving: an appeal to “express support” for a social cause and an appeal to
“make a difference” for that social cause. We show that an express-support appeal increases the participation rate, whereas a
make-a-difference appeal increases the average contribution. It is because these two appeals tap into two different motivations people
have to contribute to a social cause: to express commitment to the cause via widespread symbolic giving and to help the social
organization make progress on solving a problem via a substantial resource investment.
Thinking About the Past Mitigates the Positive Effect of Vivid Information
Ana Kono, University of Miami, USA*
Juliano Laran, University of Miami, USA
Vivid information increases the desire for a product by facilitating consumers to imagine its consumption (Nisbett and Ross 1980).
Our research explores if this effect is moderated by a consumer’s temporal thinking orientation, such that when a consumer has a
neutral thinking orientation, vivid information does indeed positively impact desire; but when a consumer is thinking about the past,
vivid information negatively impacts desire. We suggest this occurs because vividness and thinking about the past can produce an
imagined consumption that is too familiar, generating a sense of “been there, done that” which mitigates the desire for the product.
Paying Memories of Kindness Forward: The Impact of Memory and Power on Prosocial Behavior
Katina Kulow, University of Louisville, USA
Kara Bentley, University of South Carolina, USA*
Priyali Rajagopal, University of South Carolina, USA
This research seeks to understand how increasing the salience of altruistic memories among consumers will promote prosocial
behavior. More specifically, we investigate how memories of receiving (vs. giving) help may result in an increase in charitable giving
among individuals who are low (vs. high) in power. We suggest that eliciting memories of being a beneficiary of someone else’s
goodwill will promote future prosocial behavior, particularly in contexts that will afford the consumer a perceived increase in power.
Stop Arguing! Interparental Conflict and Consumer Avoidance Behavior
Mengmeng Liu, Temple University, USA*
Maureen Morrin, Temple University, USA
Boyoun Chae, Temple University, USA
This article examines how interparental conflict experienced during one’s childhood impacts consumer behavior during adulthood.
Specifically, we hypothesize that exposure to high levels of interparental conflict early in life motivates such consumers to avoid
products and services that exhibit a potential for future conflict or that are “tainted” with conflict from the past. Across four studies,
we show that adults who report having witnessed higher levels of interparental conflict as children avoid products and services that
may involve interpersonal conflict (e.g., price negotiation) as well those that are conflict-tainted (i.e., associated with the “residue” of
prior disagreement).
The Benefits of Distraction: Distracting Ads Cue Consumers to Infer Product Liking through Metacognitive Inferences
Daniel M. Zane, Ohio State University, USA*
Robert W. Smith, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA
This research explores how a consumer’s simultaneous exposure to a focal task and a non-focal advertisement in a multitasking setting
affects his or her views of the advertisement and the advertised product based on metacognitive inferences from attention. Drawing
from a lay theory that one’s attention is diagnostic of one’s interest in a stimulus, consumers infer that they are interested in an
advertised product when the ad draws their attention more than expected. However, consumers’ lay theories about attention are
malleable and under certain circumstances, high perceived attention to an advertisement leads consumers to instead infer annoyance
with the ad.
The Role of Social Distance and Message Framing on Charitable Giving
Kara Bentley, University of South Carolina, USA
Katina Kulow, University of Louisville, USA*
Mitchel Murdock, University of South Carolina, USA
Two studies illustrate that positively-framed charitable appeals generate more donations than negatively-framed charitable appeals
when victims are seen as socially distant. Additional evidence suggests that this effect is mediated by empathy.
Are people happier when giving to others? A cross-cultural examination
Merav Weiss-Sidi, Ben-Gurion University of the Negev, Israel*
Hila Riemer, Ben-Gurion University of the Negev, Israel
Research shows that people are happier when spending on others than when spending on themselves. We examine this phenomenon
across cultures. According to past research, individualists gain happiness from fulfilling individual goals. This would suggest that they
should be happier when spending on themselves, while collectivists should be happier when spending on others. Our
conceptualization, however, proposes a different effect: Because altruism aims, in fact, at fulfilling selfish needs, we expect
individualists to be happier when spending on others. By contrast, collectivists’ embedded tendency to help others should lessen this
effect. One study supports our propositions. Future directions are discussed.
Offering Initial Evidence of a Choice-Removal Effect
Brian Gillespie, University of New Mexico*
Ryall Carroll, St. John's University
Christian Otto, University of New Mexico
Consumers are often presented with choice sets in which they are required to compare multiple options simultaneously before making
a final decision. It has therefore been assumed that removing options from a choice set prior to making a selection will minimize
negative choice effects, increase decision ease, lead to optimal choice outcomes, and increase satisfaction with the final choice. The
present research explores this phenomenon and offers evidence contrary to this assumption. Two studies support a choice-removal
effect indicating that option removal shifts consumers' motivations for choice. These motivational shifts result in sub-optimal
outcomes, decreased satisfaction with the choice, and fail to make the decision process easier for the consumer.
Goal Failure Enhances Creativity
Luke Nowlan, University of Miami, USA*
Juliano Laran, University of Miami, USA
This research explores the consequences of goal failure on cognitive processes and subsequent performance in tasks unrelated to the
goal. Specifically, we propose that failing at a goal enhances performance on tasks involving creativity. This occurs because goal
failure leads to the consideration of an array of alternative goals and activities, which activates a flexible mindset and helps people be
more creative. The findings offer a contribution to the goal pursuit literature by highlighting an unexplored consequence of goal
failure. The findings also offer a contribution to the creativity literature by demonstrating a new antecedent of creativity.
Choosing an Inferior Alternative: The Case of Disappearing “Inherited Options”
Rusty Stough, Graduate Student, United States*
Evan Polman, Assistant Professor, United States
People receive things which they do not choose; for example: a door prize at an event, or a free item from a store. Our research looks
at how consumers make choices when these “inherited” items become unavailable. Previous research has shown consumers’ choices
are affected by subsequently unavailable options. We extend this work by examining items that consumers acquire despite their
preferences. We found that when people experience a loss of an inherited option, they try to replace it with a similar option, to such an
extent that they will choose an option that is inferior to other available options.
Reacting to Moral Marketplace Claims: Consumer Moral Skepticism
Jeff Rotman, Ivey Business School, Western University*
Gail Leizerovici, Ivey Business School, Western University
June Cotte, Ivey Business School, Western University
Remi Trudel, Boston University, USA
The need for CSR has become increasingly important with consumers becoming progressively attentive to corporate actions.
Through 7 studies, this research develops and validates a measure of Consumer Moral Skepticism (CMS), measuring a consumer’s
propensity to scrutinize marketplace moral claims. Study 1, 2a and 2b demonstrate convergent, discriminant, and predictive validity.
Study 3 and 4 demonstrate that those high in CMS elaborate on claims which results in backlash when unbelievable claims are made.
This backlash can be mitigated when the company has a trustworthy reputation (study 5). Lastly, study 6 provides behavioral
evidence, demonstrating that CMS predicts actual purchasing behavior.
Older and wiser? Exploring product placement vulnerability in older adults
Beth Armstrong, Lancaster University, UK*
Charlie Lewis, Lancaster University, UK
Product placements influence consumer brand attitude and product choice, though opinion divides over whether the influence is
implicit or explicit. Aging can decrease explicit memory but priming remains stable, potentially increasing placement influence. The
effect of placement exposure on the brand recall and product choice of 260 older and young adults was examined. Older adults who
did not remember the placement showed no evidence of implicit effects. Recall had no influence on the choice of younger adults.
However, the older participants who remembered the placement were more likely to select the product, suggesting that aging increases
vulnerability.
The embodied effects of marking action on consumer judgments
Gunwoo Yoon, University of Miami, USA*
Patrick Vargas, University of Illinois at Urbana-Champaign, USA*
Our bodily experiences can exert an influence on how we think. This research examines whether the way a choice is physically
experienced can influence how people respond to choice options. We manipulate bodily experiences at the point of choice by asking
people to either draw check-marks, or X-marks when making choices. The results indicated that, compared to negatively connoted
X-marking actions, performing positively connoted check-marking actions leads people to evaluate novel targets as more pleasant and
to agree more with statements about familiar, controversial social policies. Differential marking actions with check and X-marks could
shape how people make judgments.
Want a taste?: Consumer Contamination in Food Advertisements
Donya Shabgard, University of Manitoba, Canada*
Kelley Main, University of Manitoba, Canada
Consumers encounter various advertisements in their day to day life, most of which contain images of food and desserts. In our
research, we presented participants with one of three dessert advertisements, a bitten dessert, one cut in half, or a dessert left
untouched. Our findings support the literature on consumer contamination showing that participants who viewed the bitten dessert
found the advertisements to be unappealing, least appetizing, and most inappropriate for a healthy menu. We also find differences
between individuals with and without dieting experience in their perceptions of the dessert.
Fuel or food? Priming a performance mindset in absence of task achievement increases consumption and preferences for
high-calorie foods
Pierrick Gomez, NEOMA Business School*
Dimitri Vasiljevic, NEOMA Business School*
This research examines how priming the concept of performance influence food behavior beyond task achievement. In four studies,
we show that priming the concept of performance increases consumption and preferences for high-calorie foods.
The Role of Culture in Consumer Response to Negative Experiences
Hila Riemer, Ben Gurion University, Israel*
Oded Zafrani, Ben Gurion University, Israel*
The goal of this study is to examine differences between individualists (independents) and collectivists (interdependents) in their
responses to negative consumption experiences (e.g., their favorite team playing carelessly and losing the game; poor service at a
restaurant). We propose that independents are more likely than interdependents to express intentions of negative behavior toward the
experience provider following a negative experience. This is supported in two experiments, which additionally show that the reaction
is mediated by negative emotions toward the experience provider and is driven by the existence of prior expectations. Future
directions are discussed.
Does Customer-Stranger Interaction Vary as a Function of Age in the Retail Context?
Tabitha Thomas, Univesty of Otago, New Zealand*
Kirsten Robertson, Univesty of Otago, New Zealand
Maree Thyne, Univesty of Otago, New Zealand
Preeti Krishnan-Lyndem, Indian Institute of Management, Bangalore
In the present research, we examine how customer-stranger interactions vary as a function of age in the offline retail context. Across
three studies, we find that compared to younger customers, older customers engage more in stranger interactions and turn to strangers
for advice and reassurance, ultimately treating strangers as a shopping companion.
The Effects of color lightness on Ethical Behavior
Eunmi Jeon, School of Business Sungkyunkwan University, Korea*
Myungwoo Nam, School of Business Sungkyunkwan University, Korea*
Our research aims to have better understanding of how change in lightness of image influences evaluation of pro-gay image. Two
different predictions can be made with regard to how lightness of color affects ethical evaluations. In literature and religion, darkness
is associated with evil and lightness is associated with good. For instance, Frank and Gilovich (1988) demonstrated that sports players
wearing black are perceived as more violent than players wearing nonblack attires. Therefore, one can predict that darker images
would lead people to evaluate pro-gay image to be less ethical. On the other hand, it could be argued that lighter image would prompt
people to behave in more ethical manners. This would make them to be more sensitive to societal norms; hence, they would view
lighter images containing pro-gay message to be less ethical.
How do you feel?: Factors affecting quality of life in the social media context
Seonjeong Ally Lee, Kent State University, USA*
Well-being marketing is a business philosophy that guides companies to develop and implement marketing strategies to focus on
enhancing customer well-being through the customer/product life cycle. With the exponential growth of social media these days, the
purpose of this proposal is to examine the effectiveness of well-being marketing in the social media context, based on the
self-determination theory as a theoretical background. This proposal attempts to identify (1) antecedents of customers’ sense of
well-being and (2) key outcomes of the sense of well-being in the social media context.
‘Sorry, I’ve got a thing’: The interpersonal benefits of precommitment to personal goals
Sarah Memmi, Duke University, USA*
Jordan Etkin, Duke University, USA
Christine Moorman, Duke University, USA
Precommitment is a widely recognized self-control strategy that increases goal adherence by restricting future choices. Even when
self-control is intact, however, consumers must regularly navigate interpersonal conflict in their social environments to pursue valued
personal goals. This research demonstrates that when goal conflict is interpersonal, precommitments to a personal goal—in particular,
precommitments whose consequences affect other people—increase goal adherence. We further demonstrate that this effect is driven
by reduced selfishness for choosing a self-interested over a relational goal. We identify precommitment as an effective but overlooked
strategy that can help consumers shield personal goals from competing interpersonal demands.
Learning Lingo
Sara Hanson, University of Oregon, USA
Troy Campell, University of Oregon, USA
Katie Mercurio, University of Oregon, USA*
This research explores whether education and use of lingo, vocabulary or jargon related to a certain brand, product, or product
category, influences consumers’ enjoyment and mastery of a product, as well as downstream marketing consequences. Study 1 shows
that consumers who learn lingo about bottled water are willing to pay more for the bottled water than consumers who do not learn the
lingo. Future research will test the proposed mechanism in a lab study using existing Star Wars fans and a field study at an art
museum, while integrating the impact of lingo use and prior expertise as moderators.
Money Given Away is More Valuable
Liane Nagengast, University of St. Gallen, Switzerland*
Johannes Bauer, University of St. Gallen, Switzerland
Michael Norton, Harvard Business School, USA
Across various disciplines, research has analyzed the effectiveness of self-focused vs. other-focused (prosocial) bonuses in influencing
individual behavior. The effectiveness of prosocial bonuses has been linked to the “warm glow” of giving, which suggests that people
experience positive feelings from the act of “doing good”. We propose an additional motivation for why prosocial bonuses might
influence behaviors, suggesting that peoples’ value perceptions differ depending on whether an equivalent bonus is spent on others or
on oneself. Two laboratory experiments show that individuals overvalue other-focused compared to self-focused bonuses. These
results have implications for the design of incentive schemes.
Sensitivity of CSR-Based Identification in the Event of Negative Publicity
Sabine Einwiller, University of Vienna, Austria*
Bettina Lis, University of Bayreuth, Germany
Sankar Sen, Baruch College, USA
Consumer-company (C-C) identification can protect attitudes in the event of negative publicity. In this research we analyze whether
this protective effect is suspended if the negative information assails the attributes on which consumers’ identification is based. These
attributes may be corporate social responsibility (CSR) or corporate ability (CA) related. It shows that when consumers identify with a
company because of CSR, attitudes deteriorate even more in the event of CSR misbehavior than when consumers do not identify with
the firm. This boomerang effect does not occur when C-C identification is CA-based.
Consumers' reliance on imagination moderates the effect of information on anticipated satisfaction
Samuel Franssens, London Business School, UK*
Simona Botti, London Business School, UK
Information has been shown to positively affect consumers’ anticipated satisfaction with upcoming experiences because it gives
consumers a sense of control. We predicted that consumers derive a sense of control from fantasizing about upcoming experiences and
would therefore have a lower need for control through information. Three experiments indeed show that the positive effect of
information on anticipated satisfaction decreases or even reverses for consumers with an imaginative mind-set.
Reducing Product Uncertainty by Increasing It: The Metacognitive Processing of Doubt-Inducing Consumer-Generated
Product Reviews
Christilene du Plessis, Rotterdam School of Management, Erasmus University, The Netherlands*
Andrew T. Stephen, University of Oxford, England
Yakov Bart, Northeastern University, USA
Dilney Goncalves, IE Business School, Spain
A field study and two experiments demonstrate that encouraging consumers to “merely think” about their uncertainty in the
trustworthiness of incentivized reviewers can mitigate source-related uncertainty’s negative effects on product evaluations. Merely
thinking about source-related uncertainty is shown to make review readers unsure about the basis of their uncertainty. Consequently,
the impact of uncertainty on evaluations is reduced without uncertainty being resolved. However, elaborating on source-related
uncertainty could also solidify doubts and enhance its adverse effects on judgments. As such, we show that the mere thought effect
depends on whether uncertainty is integral (enhance) or incidental (attenuate) to judgment formation.
The Excitement of Rentals
Li Huang, University of South Carolina, USA*
Natalie Truong, Nanyang Technological University, Singapore*
Jennifer Argo, University of Alberta, Canada
How do consumers form their relationships with rented products? Across two studies, we find that renting a product is conceptually
similar to a fling and as a result consumers feel more excitement using a rented as compared to an owned product. This effect is
attenuated when the number of times a consumer uses the same rental increases.
1,000 ml vs. 1L: The effect of a unit size, unit congruency, and product similarity on perceived volume of bundled products
Youngsung Kim, Hankuk University of Foriegn Studies
Jihye Park, Hankuk University of Foreign Studies*
The purpose of this study was to examine the effect of a unit size of a core product in the bundle on perceived volume of an additional
product and the total volume of a bundle. Results of three experiments revealed that people tended to overestimate the volume of an
additional product and the total volume of a bundle, when the unit of a core product was low. The unit effect was strengthened when
the units of a core product and an additional product were congruent and when the bundled products are similar. Estimation bias was
found in product bundling.
Does a Happy Mood Always Lead to Decisions based on Feelings?
Sungjun Park, College of Business, KAIST, Korea
Moon-Yong Kim, College of Business, Hankuk University of Foreign Studies, Korea*
This research examines a boundary condition for the effects of a happy mood on feeling-based decision making. The results of two
experiments show that happy individuals are more likely to choose cognitively versus affectively superior options when a situation is
controlled by others (vs. one’s self). The mediation analysis confirms that happy individuals are more likely to rely on cognitive,
reason-based decision making when others are in control of a situation.
When Beauty Isn’t Skin Deep: Cosmetic Contagion and Consumers’ Aversion to Ugly Foods
Lauren Grewal, University of Pittsburgh, USA*
Jillian Hmurovic, University of Pittsburgh, USA*
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA
There is currently a large problem of food waste due to throwing away food that is deemed “not pretty enough” for sale. Despite a
number of programs trying to combat food waste, thus far, researchers and companies alike are not sure exactly why consumers find
non-aesthetically pleasing foods so aversive. Across a couple of studies thus far, this research demonstrates that consumers have a
systematic preference for more versus less aesthetically pleasing versions of the same food due to a form transference of the food’s
features to the consumer through a process we term “cosmetic contagion”.
Friday, 26 February 2016
Registration
7:00 am - 8:00 pm
Grand Palm Col. West
Breakfast
7:30 am - 8:15 am
Grand Palm Col. West
Session 1
8:15 am - 9:30 am
1.1 Symposium: Beyond Personal Consumption: How Consumers Choose for Joint
Consumption and Other’s Consumption
Room: Citrus Room
Chair: Yanping Tu, University of Florida, USA
Choosing Variety for Joint-Consumption in Committed Relationships
Jordan Etkin, Duke University, USA*
Consumers often make choices for joint-consumption with committed relationship partners, and these choices may include more
variety (e.g., going out to dinner, to a movie, and to a concert) or less variety (e.g., going out to dinner at different restaurants). What
might affect how much variety they choose? This research identifies relationship time perspective as a key factor. Four experiments
show that when consumers perceive more (vs. less) future time ahead in a committed relationship, they choose more variety for
joint-consumption. The findings demonstrate that variety-seeking depends not just on personal or situational factors, but also on
consumers’ social relationships.
The Friendly Taking Effect: How Interpersonal Closeness Leads to Seemingly Selfish Yet Jointly Maximizing Choice
Yanping Tu, University of Florida, USA*
Alex Shaw, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
We document the “friendly taking effect”: when choosing for joint consumption, consumers prefer a self-benefiting package more
when the other person is closer, as long as this package maximizes total-benefit (studies 1-2), even when total-benefit is not explicitly
mentioned (study 3). A friendly intention (i.e., concern for total-benefit) underlies the effect; therefore, when the other person is
closer, people both take more from and give more to him/her if doing so maximizes total-benefit (study 4), and are cognitively tuned
into (e.g., acquire, remember) information about total-benefit more (study 5). Moreover, reported importance of total-benefit mediates
the effect (study 6).
The Interactive Effect of Social Distance and Queue Length on Pay-It-Forward: Role of Felt Responsibility
Narayan Janakiraman, University of Texas at Arlington, USA
Zhiyong Yang, University of Texas at Arlington, USA
Morgan Ward, Southern Methodist University, USA*
This paper uncovers the interplay of social-distance and queue-length on pay-it-forward. When the queue is short, individuals’
likelihood to pay-it-forward does not differ across distant and close others. However, when the queue is long, distant (vs. close) others
generate lower likelihood to pay-it-forward. In 3 studies we show that when the ‘identifiability’ of the receiving individual declines,
givers to feel less moral responsibility to pay forward a benefit they have received from a prior giver.
Overly Specific Gift Giving: Givers Choose Personalized But Less-Versatile and Less-Preferred Gifts
Mary Steffel, Northeastern University, USA*
Elanor Williams, University of California San Diego, USA
Robyn LeBoeuf, Washington University, USA
Givers favor gifts that are specifically appropriate for recipients but are less versatile than what recipients would prefer to receive,
largely because givers tend to focus on recipients’ enduring, distinctive characteristics and tastes rather than on their varying, diverse
wants and needs. Givers favor overly specific gifts even when they first consider what they themselves would prefer, and they
mistakenly believe that recipients will consider these gifts to be more thoughtful and likeable. This mismatch can contribute to gift
nonuse. Encouraging givers to focus on recipients’ current wants and needs versus enduring characteristics and tastes can attenuate
this tendency.
1.2 Symposium: The Potential Pitfalls of Experiential Consumption
Room: Glades Room
Chair: Jacqueline Rifkin, Duke University, USA
“Don’t Tell Me What to Do!” Shoppers Rely Less on Consumer Reviews for Experiential than Material Purchases
Hengchen Dai, Washington University in St. Louis, USA
Cindy Chan, University of Toronto, Canada*
Cassie Mogilner, University of Pennsylvania, USA
An analysis of over 6 million reviews on Amazon.com and seven laboratory experiments reveal that shoppers perceive consumer
reviews to be less useful and are less likely to seek consumer reviews for experiential purchases than for material purchases.
Importantly, not all information is discounted for experiential purchases--the effect is specific to consumer reviews. This effect stems
from shoppers’ beliefs that their own evaluations will be unique from others’ evaluations for experiential purchases. Therefore,
although shoppers may be open to being told what to have, they do not want to be told what to do.
Discretionary Debt: Perceived Time-Sensitivity Predicts Willingness to Borrow for Experiences and Material Goods
Eesha Sharma, Dartmouth College, USA*
Stephanie Tully, University of Southern California, USA
Previous work shows that consumers prefer borrowing for longer-lasting purchases because they prefer matching the purchase’s
payment stream with its duration of benefits. However, we predict and find that consumers do not consider duration matching as
strongly as they consider the apparent consequences of foregoing purchases in the present. Thus, in contrast to previous work, seven
experiments show that consumers are more willing to borrow for experiences (vs. goods) despite their ephemerality. This effect is
driven by differences in the apparent consequences of foregoing purchases in the present. We conclude by replicating previous
research and reconciling differences between our findings.
FOMO: How the Fear of Missing Out Leads to Missing Out
Jacqueline Rifkin, Duke University, USA*
Cindy Chan, University of Toronto, Canada
Barbara Kahn, University of Pennsylvania, USA
This research examines how the “Fear of Missing Out” (FOMO) can detract from one’s enjoyment of an ongoing experience. Across
four studies, we show that FOMO occurs when one views photos of a missed social event on social media, and that it leads to both
diminished enjoyment of one’s current experience, as well as greater expected enjoyment of the missed experience. We argue that our
findings cannot be explained by regret or distraction, and that FOMO is driven by the social content of the photos.
Photographic Memory: The Effects of Photo-Taking on Remembering Auditory and Visual Aspects of an Experience
Gal Zauberman, Yale University, USA
Jackie Silverman, University of Pennsylvania, USA*
Kristin Diehl, University of Southern California, USA
Alixandra Barasch, University of Pennsylvania, USA
How does self-initiated photo-taking affect one’s memory of experiences? We find that people who are able to take photos during an
experience are more likely to remember visual details but less likely to remember auditory details, compared to people who cannot
take photos. We demonstrate this effect with a virtual-experience paradigm in three controlled laboratory studies which test auditory
and visual memory both in isolation and simultaneously, as well as in the real world with a field study
1.3 Symposium: A Left-leaning, Per Gram, Positively Natural, and Expensive Recipe for
Healthiness: What on Earth Makes Us Think Food is Healthy?
Room: Jasmine Room
Chair: Kevin L. Sample, University of Georgia, USA
A Left-Side Bias? The Influence of Nutrition Label Display Position on Product Evaluation
Marisabel Romero, University of South Florida, USA*
Dipayan Biswas, University of South Florida, USA
Research shows that horizontal left (right) side of space is associated with small (large) number. Building on this research stream, we
hypothesize that when calorie information is presented on the left side of the package (vs. right), consumers will associate the caloric
information with smaller magnitude and therefore less harmful to nutritional valuations of the product. Consistent with our
hypotheses, the results of four studies demonstrate that displaying calorie information on the left side of a product package enhances
the product’s perceived nutritional value.
Introducing the “Calories per Gram Ratio” Label to Promote Healthy Food Choices
Julio Sevilla, University of Georgia, USA*
Brian Wansink, Cornell University, USA
We propose the use of a “Calories per gram ratio” label to mitigate consumers' propensity to caloric framing biases and to promote
healthier food choices. We show that using a label that indicates the calories per gram an item contains, besides the traditional
Nutritional Facts, leads to choice of healthier items even when these contain more calories than their unhealthier counterparts due to a
larger volume. Furthermore, we show that the choice behavior induced by the Calories per gram ratio label leads to less subsequent
consumption as a healthier, larger item, is more filling than a lighter, unhealthier one.
You Call This Healthy? Refining “Healthy Food” Claims and Their Associations
Quentin Andre, INSEAD, France*
Pierre Chandon, INSEAD, France
Kelly L. Haws, Vanderbilt University, USA
Consumers are bombarded with a wide variety of “healthy food” claims, and yet little is known about the differences between these
claims and consumers’ perceptions of them. We identify positivity and naturalness as two key dimensions that help categorize healthy
food claims into meaningful groups perceived to vary in important ways in terms of consumers’ perceptions of health, tastiness, and
expected satiety. Further, we examine cross cultural differences in these perceptions comparing French and American consumers,
highlighting the differences in concerns about health claims based on cultural distinctions.
Healthy Diets and Empty Wallets: The Healthy=Expensive Intuition
Kelly L. Haws, Vanderbilt University, USA
Rebecca Reczek, Ohio State University, USA
Kevin L. Sample, University of Georgia, USA*
A variety of information can be proffered to consumers about the healthiness of food, and consumers rely on heuristics to quickly
navigate the associated decision making. This research examines an intuition at the crossroads of two important criteria for food
decision making: healthiness and price. The authors propose that consumers believe that healthier food is more expensive than less
healthy food. Through the course of five studies, we examine consumer intuitions about the relationship between healthiness and the
price of food items, demonstrating the nature, strength, and implications of this healthy = expensive intuition.
1.4 Individual Papers: Measurement
Room: Palm Room
Revisiting range theory of pricing: Overlapping price ranges
Saravana Jaikumar, Indian Institute of Management Udaipur*
Arvind Sahay, Indian Institute of Management Ahmedabad
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Range theory of pricing predicts that consumers’ price evaluation scale is dependent on the range of prices observed for a product at a
particular quality level. We extend the range theory by considering a more realistic situation where consumers have to evaluate a
product’s price in the presence of multiple price distributions whose anchors (endpoints) may overlap. We argue that in the presence
of overlapping price ranges, the psychological price evaluation scale may be shortened, contrary to range theory’s predictions.
Across three studies, we show that overlapping price ranges may result in unfavorable price perception in the region of overlap.
The development and measurement of tightwad-spendthrift tendencies in childhood
Craig Smith, University of Michigan, USA
Margaret Echelbarger, University of Michigan, USA*
Scott Rick, University of Michigan, USA
Susan Gelman, University of Michigan, USA
Some consumers are characterized as “tightwads,” and others are characterized as “spendthrifts.” But when and how do consumers
become tightwads or spendthrifts? We created a puppet-based version of the tightwad-spendthrift scale to help understand the
development of this construct in childhood. We found that 5-10 year-olds have stable emotional reactions toward spending money,
and have insight into these reactions. Scale scores helped predict children’s real spending behavior, above and beyond their ratings of
product desirability. Parents had fairly limited insight into their children’s emotional reactions toward spending money.
Customer Inspiration: Conceptualization, Scale Development, and Validation
Tim Boettger, University of St. Gallen, Switzerland*
Thomas Rudolph, University of St. Gallen, Switzerland
Thilo Pfrang, University of St. Gallen, Switzerland
Heiner Evanschitzky, Aston University, UK
Introducing new ideas to customers lies at the heart of marketing, yet little is known about customers’ state of inspiration. We first
conceptualize inspiration in a marketing context and then develop and validate a two-dimensional, 10-item scale to measure customer
inspiration. We report four studies that involve (1) a scale development, (2) an exploration of the nomological network, (3) tests for
the experimental and predictive validity, and (4) a field experiment. Empirical results show sound psychometric properties of the
scale, demonstrate its unique position within its nomological network, and provide evidence for its usefulness to predict
consumption-related outcomes.
A New Test for Mediation in Consumer Research
Xin (Shane) Wang, Ivey Business School, Western University*
Jiaxiu He, National University of Singapore, Singapore
David Curry, University of Cincinnati, USA
Methods that correctly detect mediation (when present) and avoid false positives are critical in consumer psychology. We propose and
validate a new statistical test for mediation based on likelihood ratio principles. Results using simulated data and published data show
that the new test outperforms tests from the mainstay tests that rely on products-of-coefficients from estimated regressions.
Advantages of the proposed test include: superior performance regardless of the variable types involved; continuous, binary, or more
general categorical variables; ability to detect nonlinear sources of mediation; and ability to work with any link function to model
relationships among variables.
1.5 Individual Papers: Context and Information
Room: Sabal Room
Attribute Matching Increases Confidence
Hannah Perfecto, University of California Berkeley, USA*
Jeff Galak, Carnegie Mellon University, USA
Leif D. Nelson, University of California Berkeley, USA
Joseph P. Simmons, University of Pennsylvania, USA
Drawing from work on fluency and regulatory fit, the authors demonstrate a novel, reliable means of increasing decision confidence:
attribute matching. Matching a salient attribute of stimuli (e.g., valence: positive or negative words) with that of the decision frame
(e.g., valence: choose the better or reject the worse word, respectively), makes the decision feel more intuitive, which in turn increases
confidence and perceived consensus. Across five studies, the authors examine this phenomenon in subjective (Which face is more
attractive?) and objective (Which food has more calories?) domains and show metacognitive ease to be driving it.
Judgments Based on Stocks and Flows: Different Presentations of the Same Data Can Lead to Opposing Inferences
Stephen Spiller, University of California Los Angeles, USA*
Nicholas Reinholtz, University of Colorado, USA
Sam Maglio, University of Toronto, Canada
Marketing and consumption decisions are often informed by how a quantity changes over time. These quantities can reflect
macroeconomic data (e.g., employment reports), household resource usage (e.g., electric bills), and financial standing (e.g., bank
statements). We find stark differences in judgments based on the same underlying data depending on whether it is presented as stocks
(e.g., number of jobs) or the equivalent flows (e.g., change in number of jobs). In common data patterns, stock and flow presentations
can lead to diametrically opposed judgments.
Simultaneous vs. Sequential Presentation of Online Reviews
Noelle Nelson, University of Kansas, USA*
Amin Attari, University of Kansas, USA
Online reviews are an important part of online consumption. We suggest that a feature of viewing these reviews, whether they are
presented all on one page or one at a time, significantly affects product attitudes. In three studies, we examine the effect of
simultaneous vs. sequential presentation of online reviews on consumer attitudes. Review presentation leads to different processing
styles, which then causes differences in attitudes depending on the ordering of reviews (i.e., whether the reviews are seemingly
randomly ordered or in groups of positives and negatives). Perceived overall positivity, due to the presentation and ordering, is the
suggested mechanism.
Paying People to Look at the Consequences of Their Actions
Daylian M. Cain, Yale University, USA*
Jason Dana, Yale University, USA
Consumers often prefer to remain uncertain about the possible negative social/environmental consequences of their actions and
purchases, which fuels plausible deniability and facilitates selfish behavior. In a dictator game variant, participants were offered
various incentives to examine those potential consequences. Contrary to both crowding out and selection effects, the participants who
were paid to examine the potential effects of their actions were less selfish than even the participants who “looked” at their
consequences for free. We also found that these payments can be cost-effective; small payments can lead to social welfare gains
greater than the total costs of the subsidies.
Break
9:30 am - 9:45 am
Grand Palm Col. West
PLENARY SESSION 1 – George Loewenstein, Carnegie Mellon University
9:45 am - 10:45 am
Tarpon/Sawyer/Long
Break
10:45 am - 11:00 am
Grand Palm Col. West
Session 2
11:00 am - 12:15 pm
2.1 Symposium: Context Effects in Word-of-Mouth (WOM): How Innocuous
Characteristics of Message Generation Influence Sharing and Persuasiveness
Room: Citrus Room
Chair: Christilene du Plessis, Rotterdam School of Management, Erasmus University, The Netherlands
Context Effects in Word-of-Mouth (WOM): How Innocuous Characteristics of Message Generation Influence Sharing and
Persuasiveness
Evan Weingarten, University of Pennsylvania, USA*
Jonah Berger, University of Pennsylvania, USA & Cornell Tech, USA
How does an event’s temporal context (i.e., whether it occurred in the past or will occur in the future) influence sharing? Six studies
show that arousal and self-presentation interact to affect time’s impact on sharing. Future events are more arousing than their past
counterparts. However, whether arousal bolsters or hinders sharing depends on how the topic to be discussed reflects on the self.
When events reflect positively on the self, arousal increases sharing and people are more likely to talk about future events. For events
that reflect negatively on the self, however, this no longer applies.
The Effect of Environmental Crowdedness on Information Sharing
Irene Consiglio, Nova School of Business and Economics, Portugal*
Matteo De Angelis, LUISS Guido Carli University, Italy
Michele Costabile, LUISS Guido Carli University, Italy
We investigate how an unexplored contextual factor, namely environmental crowdedness, affects consumers’ propensity to engage in
information sharing. We propose that when consumers are in more (vs. less) crowded places, they perceive less control over their
environment, and thus are more likely to engage in word-of-mouth to restore their sense of control. Five studies conducted in
laboratory and naturalistic settings provide support for this prediction.
Paying Peanuts Lowers Legitimacy: When and Why Monetary Incentives Hinder WOM Sender Persuasiveness
Christilene du Plessis, Rotterdam School of Management, Erasmus University, The Netherlands*
David Dubois, INSEAD, France
How is the persuasiveness of WOM influenced by contextual factors during review generation? This research shows that money is a
contextual factor that influences review generation by altering what WOM senders rely on when judging the legitimacy of their own
attitudes and the certainty with which their attitudes are expressed. Three experiments demonstrate that compared to monetary
incentives (judged significant) or no incentives, small monetary incentives decrease review writers’ feelings of legitimacy, which
results in greater expressed uncertainty in the reviews. In turn, this shift in content decreases recipients’ perception of the products
reviewed and negatively affects their purchase intentions.
In Mobile We Trust: How Mobile Reviews can Overcome Consumer Distrust of User-Generated Reviews
Andrew T. Stephen, University of Oxford, England
Lauren Grewal, University of Pittsburgh, USA*
With over half of the world using mobile devices, understanding how ‘going mobile’ impacts WOM and perceptions of shared
information is increasingly important. Mobile has become so ubiquitous to everyday life that sites like TripAdvisor are now labeling
reviews that come from mobile devices. Across five studies we examine mobile’s impact on consumers’ perceptions of reviews and
purchase intentions. We have evidence that positive mobile reviews lead to higher perceived accuracy and purchase intentions through
perceived effort in the review, trust in the reviewer, and general skepticism.
2.2 Symposium: Doing Well by Doing Better: Strategies to Increase Consumer
Participation in Charitable Campaigns
Room: Glades Room
Chair: Grant Donnelly, Harvard Business School, USA
Voting for Charity: The Benefits for Firms of Direct Consumer Involvement in Charitable Campaigns
Grant Donnelly, Harvard Business School, USA*
Duncan Simester, Massachusetts Institute of Technology, USA
Michael Norton, Harvard Business School, USA
Many efforts by for-profit firms to engage their customers in non-profit causes have proven unsuccessful, as assessed both by
consumer participation and financial benefits to the firm. We suggest and demonstrate the effectiveness of a simple tweak to existing
models: allowing consumers to vote for the cause that the firm supports. Compared to consumers merely informed about a firm’s
charitable actions, consumers given the opportunity to “vote for charity” upon entering a retailer exhibited increased purchasing and
membership renewals during in-store visits. We demonstrate these effects in two field experiments conducted in several outlets of a
large retailer.
One Being the "Tipping Point": Threshold Incentives Motivate Behavior
Lalin Anik, University of Virginia, USA*
Michael Norton, Harvard Business School, USA
In a series of social movements, we document that being the “tipping” person whose contributions (e.g., charitable giving, blood
donations) at the critical moment creates a turning point is very motivating. We show that social motivation exceeds financial rewards
and is driven by a sense of responsibility toward fellow participants.
Avoiding Overhead Aversion in Charity
Uri Gneezy, University of California San Diego, USA
Elizabeth Keenan, Harvard Business School, USA*
Ayelet Gneezy, University of California San Diego, USA
Donors tend to avoid charities that dedicate a high percentage of expenses to administrative and fundraising costs, limiting the ability
of nonprofits to be effective. We propose a solution to this problem—use donations from major philanthropists to cover overhead
expenses and offer potential donors an “overhead-free” donation opportunity. First, a laboratory experiment confirms that donations
decrease when overhead increases, but only when donors pay for overhead themselves. Next, a large field experiment shows that
informing potential donors that initial donations have been used to cover overhead costs significantly increases giving compared to
traditional fundraising techniques.
When is it Better to Give or Receive? Kindness, Happiness, and Reciprocity in the Chain of Giving
Minah Jung, New York University, USA*
Silva Kurtisa, Georgetown University, USA
Leif Nelson, University of California Berkeley, USA
Three studies examined the forces behind paying-it-forward: reciprocation and generosity. A field experiment at a restaurant (N = 94)
showed that people are more generous when told that they could pay for someone else than when reminded that someone else had paid
for them. A follow-up experiment with museum admissions (N = 836) showed that these effects persist in anonymity. A third
experiment (N = 300) considered these effects in a long-term experiment. In the chain of giving, recipients of a kind act were happier
than givers predicted, suggesting that the power of giving might come from an underestimate of how positively it will be received.
2.3 Individual Papers: Selected Topics of Consumer Psychology
Room: Jasmine Room
Emergency Reserves-The Benefits of Providing Slack with a Cost
Marissa Sharif, UCLA Anderson School of Management, USA*
Suzanne Shu, UCLA Anderson School of Management, USA
We demonstrate that including explicitly defined emergency reserves within goals can improve performance by both 1) increasing
motivation and 2) increasing persistence after failures. We demonstrate that participants with reserves are more motivated than those
without (Study 1) and participants with reserves are more likely to complete a goal that requires persistence over time than those
without (Study 2). Lastly, in Study 3, we demonstrate when and why participants with Reserve goals outperform those with other
goals.
Silver Spoons and Platinum Plans: How Childhood Environments Affect Adult Healthcare Decisions
Chiraag Mittal, University of Minnesota, USA*
Vladas Griskevicius, University of Minnesota, USA
Four experiments examine how childhood environments influence health insurance decisions. First, we find that people who grew up
poorer were generally less interested in health coverage. This effect was independent of people’s current socioeconomic status,
emerged most strongly under conditions of financial threat, and was mediated by people’s willingness to take risks. Second, we show
that this effect reverses when base-rate information about health risk is made salient, leading people who grew up poorer to be more
likely to seek health coverage. This effect was again strongest under conditions of financial threat and was mediated by people’s risk
perception.
The Rating Polarity Effect: Overcoming the Surreptitious Influence of Implicit Numerical Associations on Consumer Judgments
Ellie Kyung, Dartmouth College, USA*
Manoj Thomas, Cornell University, USA
Aradhna Krishna, University of Michigan, USA
Can rating polarity (1=bad, 5=good versus 1=good, 5=bad) influence consumer judgments?
Seven experiments document a new form of proactive interference in numerical cognition that can systematically influence consumer
evaluations, which we call the “rating polarity effect.” Even when underlying product information does not change, we show that the
polarity of the rating format can influence judgments and decisions and persists across a range of judgments types and even repeated
judgments. We show that implicit numerical associations held in memory cause this effect, interfering with consumers’ use of
explicitly provided rating formats, and influence their judgments without their awareness.
Consumer Reactions to Brand Arrogance
Nira Munichor, Hebrew University of Jerusalem, Israel*
Yael Steinhart, Tel Aviv University, Israel
Arrogant brands have a multifaceted influence on consumers: Although people appreciate arrogant brands as reflecting high status and
quality, arrogance can also induce feelings of inferiority. Consumers whose self is a priori threatened may consequently decide to
avoid arrogant brands. Results from six experiments using fictitious or actual arrogant brands show that when consumers experience
prior self-threat, they may decide to avoid brands that convey arrogance in favor of a competing, less-arrogant alternative. The
decision to avoid arrogant brands, in turn, helps self-threatened consumers restore their self-perceptions and feel better about
themselves.
2.4 Individual Papers: Identity and Consumption
Room: Palm Room
Keepin’ it Cool with Sunglasses: Examining How and When Cool Products Make for Cool Consumers
Amy Dalton, Hong Kong University of Science and Technology*
Lili Wang, Zjejiang
What are the everyday antecedents of cool behavior? Six studies show that physically using a cool product – here, sunglasses – causes
consumers to attend to cool people and brands, maintain emotional composure when facing positive/negative events, and
underperform on academic tasks. These effects depend on the symbolic connection between sunglasses and coolness and thus do not
occur if other associations to sunglasses are salient (i.e., if an advertisement makes salient UV protection). These effects occur via
changes in consumers’ implicit self-perceptions and not via stereotype activation or explicit self-views. Lastly, these effects occur
only when consumers physically wear sunglasses and not when they merely see sunglasses or imagine wearing sunglasses.
It’s Not Manly Being Green: The Role of Gender Identity Maintenance in Men’s Avoidance of Environmentally-Friendly
Behavior
Aaron Brough, Utah State University, USA*
Mathew Isaac, Seattle University, USA
James Wilkie, University of Notre Dame, USA
David Gal, University of Illinois at Chicago, USA
Jingjing Ma, Peking University, China
Whereas prior research suggests that women engage in environmentally-friendly behavior more than men because of personality trait
differences, we argue that men’s fear of being perceived as feminine contributes to their avoidance of green behaviors. Evidence from
three studies shows an implicit association between the concepts of "greenness" and "femininity" and that accordingly, men who
engage in green behaviors are stereotyped as more feminine. We further show that men’s preferences for green products can be
influenced by affirming or threatening their masculinity. These findings highlight the previously undocumented role of gender identity
maintenance in men’s avoidance of green behaviors.
Identity Agency Profiles
Carter Morgan, University of Miami, USA*
Keri Kettle, University of Miami, USA
Each of us has a self-concept – an overall sense of who we are – that includes different identities. Although consumers express their
identities with identity-congruent products and brands, they generally dislike being told which products to choose to express an
identity. We investigate whether consumers always prefer agency in identity-relevant consumption context. Results from three studies
demonstrate that each identity is associated with a level of autonomy – its agency profile – and that the activation of an identity makes
salient its associated level of autonomy, and this leads consumers to prefer a level of agency congruent with the identity’s agency
profile.
Ironic Consumption
Caleb Warren, Texas A&M University, USA*
Gina S. Mohr, Colorado State University, USA
We explore ironic consumption behaviors, which occur when consumers use a product while trying to dissociate from its predominant
meaning (e.g., a stoner who wears an anti-drug shirt). Three experiments find that many consumers use products ironically and that
most do so to try to be funny. Ironic consumption is detected only when the product is incongruent with the consumer’s identity and
the product is associated with a lower status identity. Even when people find it funny, ironic consumption attracts negative
evaluations, especially from people who support the predominant meaning or identity of the product consumed ironically.
2.5 Individual Papers: Feelings in control: Affective influences on purchase and
consumption decisions
Room: Sabal Room
Appreciating What You've Got: The Effect of a Regular Gratitude Practice on Perceived Resource Availability and Materialism
Hyunjung Lee, University of Texas at Austin, USA*
Sunaina Chugani, Baruch College, USA
Jae-Eun Namkoong, University of Nevada, Reno
Research has shown that materialism can stem from perceptions of resource deficiency, but we know little about the factors that can
ameliorate this effect. The present research uses two experimental and longitudinal studies to examine how practicing gratitude on a
regular basis increases perceptions of resource availability in consumers’ lives, and subsequently decreases the importance consumers
place on the acquisition and possession of material goods. Implications of this finding on consumer well-being are discussed.
Haptic Product Configuration: The Influence of Multi-Touch Devices on Experiential Consumption and Sales
Christian Hildebrand, University of St. Gallen, Switzerland*
Jonathan Levav, Stanford University, USA
Andreas Herrmann, University of St. Gallen, Switzerland
This research examines how multi-touch devices relative to non-touch devices affect consumers’ shopping behavior and their
perception of the shopping process. Based on a combination of field and laboratory data, we find that multi-touch devices positively
affect consumers’ shopping expenses and that this effect is driven by a more experiential (as opposed to instrumental) perception of
the shopping process, which promotes the choice of more hedonic but not utilitarian product features, causing more higher-priced
product configurations. These effects are robust even after controlling for consumer’s general need for touch, and are consistent even
for products where haptic cues are non-diagnostic.
The bright side of dread: Anticipation asymmetries explain why losses are discounted less than gains
David J. Hardisty, University of British Columbia, Canada*
Shane Frederick, Yale University, USA
Elke U. Weber, Columbia University, USA
The dread of future losses weighs more heavily than the pleasure of anticipating future gains, even after controlling for loss aversion.
This happens because waiting for a gain is a mixed emotional experience that is both pleasurable (due to savoring) and painful (due to
impatience), whereas waiting for a loss is a more unidimensional painful experience (dread). Anticipation predicts time preference,
such that the more people enjoy anticipating [dread] an event, the more they prefer to delay it [get it over with]. In combination, these
findings explain and mediate the "sign effect" in discounting (losses are discounted less than gains).
Save Dessert For Last? The Effect of Food Presentation Order on Food Choice and Caloric Intake
Martin Reimann, University of Arizona, USA*
David Flores, University of San Franciso, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO
This research investigates whether and how food order affects consumers’ food choice and consumption. Four experiments show that
when a healthy (indulgent) dessert is the first item in a food sequence, higher (lower) calorie foods are subsequently chosen and
overall caloric consumption is higher (lower). This effect seems to be driven by feelings of guilt (deservingness) evoked by a first
indulgent (healthy) item chosen, which leads consumers to restrain (reward) and eat less (more) calories. In addition, we find evidence
that cognitive load moderates the effect of food presentation order on choice and consumption amount.
LUNCHEON AND PRESIDENTIAL ADDRESS
12:30 pm - 2:00 pm
Garden Courtyard/Banyan Bzwy
Session 3
2:15 pm - 3:30 pm
3.1 Symposium: Protect Yourself: the Social, Emotional & Self-Protecting Consumer
Room: Citrus Room
Chair: Lisa Cavanaugh, University of Southern California, USA
That’s Not How I Should Feel: Emotions in Identity Management and Verification
Nicole Coleman, University of Pittsburgh, USA*
Patti Williams, University of Pennsylvania, USA
Recent work has shown that discrete emotions can be components of a social identity’s enactment standard. The present work finds
that because emotions are critical components of an identity standard, feeling an identity-inconsistent emotion can undermine
perceptions of identity possession, prompting the need for identity verification, and self-protective behavior.
How Feelings of Envy and Social Comparison Promote Innovation Adoption
Jaeyeon Chung, Columbia University, USA*
Leonard Lee, National University of Singapore, Singapore
The current research examines how feelings of envy affect consumers’ evaluation of innovative products. While innovation adoption
may be associated with positive symbolic effects of superiority and leadership, it may also carry adoption risks that pose a threat to the
self. Employing a dual-system model, four experiments demonstrate that envious consumers who attend to their feelings are more
likely to be driven by a self-enhancement motive and have a more positive attitude toward innovative products. In contrast, envious
consumers who are inclined to attend to their cognition are driven by a self-protection motive and respond to product innovation more
negatively.
Social Bonding without Liking: How Disgust Can Build Unique Social Connections
Eugenia Wu, University of Pittsburgh, USA
Andrea Morales, Arizona State University, USA*
Gavan Fitzsimons, Duke University, USA
Tanya Chartrand, Duke University, USA
Although disgust is linked to a strong distancing and rejection reaction, we find that shared feelings of disgust can build unique social
connections between consumers. Three studies show that although disgusted consumers do not seek out affiliation with others, shared
feelings of disgust can nevertheless lead to increased feelings of similarity and closeness. Importantly, we also find that disgust’s
strong contaminating properties taint the social connections that it builds. Unlike other social connections where feelings of similarity
and closeness run in parallel to liking, we show that disgust leads to a unique type of social connection whereby feelings of similarity
and closeness increase, but liking does not.
Comfortably Numb: Relationships, Affective Numbing, & Consumption Enjoyment
Lisa Cavanaugh, University of Southern California, USA*
Jennifer Lee, University of Southern California, USA*
Many situations make consumers painfully aware of a common social expectation of togetherness—people sharing relationships and
consumption experiences. Rather than fostering negative emotion, we suggest that consumers numb themselves to self-protect when
faced with reminders of relationships out of their reach. Affective numbing provides an emotional shield protecting individuals from
the anticipated psychological pain of lacking relationships. Consequently, perceptual sensitivity to the emotional components of
consumption experiences, good or bad, diminishes. Six studies (lab and field) using actual products show that incidental reminders of
not having a relationship propagate affective numbing, thereby dulling consumption enjoyment.
3.2 Symposium: Flashing Forward: Antecedents and Consequences of Future-Self
Connectedness
Room: Glades Room
Chair: Jacqueline Rifkin, Duke University, USA
Who will I be tomorrow? How the valence of expected personal change affects future-oriented feelings and choices
Sarah Molouki, University of Chicago, USA*
Daniel M. Bartels, University of Chicago, USA
Hal E. Hershfield, University of California Los Angeles, USA
People often act against their overall self-interest by over-prioritizing immediate benefits at the expense of long-term goals. Although
imagining that one will experience minimal personal change over time mitigates the tendency to devalue future needs, we explore
whether the valence, rather than simply the magnitude, of expected change differentially affects future planning. We find that
expecting negative change disrupts future-oriented plans to a greater extent than expecting positive change, and that this effect is
driven by differences in liking rather than perceived similarity. We conclude that both valence and magnitude of change exert effects
on future planning through different pathways.
The Trouble with Trying it All: When Variety Decreases Future-Self Connectedness
Jacqueline Rifkin, Duke University, USA*
Jordan Etkin, Duke University, USA
How does variety-seeking, a commonplace consumption behavior, impact future-self connectedness? In four studies, we demonstrate
that among consumers with low Self-Concept Clarity (i.e., people whose self-concept is unclear), those who choose (and perceive)
greater variety among personal consumption choices (e.g., groceries, music) feel less connected to their future selves. This is driven by
variety-seeking signaling weaker domain-specific preferences. Because consumers with low Self-Concept Clarity rely more heavily on
external cues as self-informative, and are thus more sensitive to changes in perceived preference strength, we show that choosing more
variety in personal consumption negatively impacts these consumers’ future-self connectedness.
Understanding the “Self” in Self-Control: The Effects of Connectedness to Future Self on Goal Setting and Striving
Oleg Urminsky, University of Chicago, USA
Daniel M. Bartels, University of Chicago, USA*
Self-control involves setting and adhering to plans. We find that feeling more connected to the future self—viewing one’s distant
future self as fundamentally the same person (rather than as a different person)—influences goal setting, goal-relevant choices, and
persistence. Making people feel more connected to their future selves leads to more farsighted choices, and high connectedness is
associated with a greater willingness to undergo painful medical procedures to prevent health problems, to make more difficult New
Year’s resolutions and stick to them, to more gym attendance, and to choosing low calorie snacks when prompted to consider health
consequences.
How does future income affect present consumption? The role of future self-continuity
Anja Schanbacher, London Business School, UK*
David Faro, London Business School, UK
Simona Botti, London Business School, UK
According to economic theory, expectations of a future income increase (decrease) should increase (decrease) present consumption,
but empirical evidence for such consumption smoothing is inconsistent. Attempts to explain lack of consumption smoothing have
largely focused on economic factors, such as liquidity constraints. We investigate a psychological factor in consumption smoothing:
future self-continuity. Examining the likelihood to spend on indulgences, we found evidence of smoothing in anticipation of income
decreases but not increases. However, encouragement to imagine the future vividly or priming of self-continuity attenuated this
asymmetry and lead to an increased likelihood to spend among participants expecting an income increase.
3.3 Individual Papers: Sampling and Experiences
Room: Jasmine Room
Loss of Sweet Taste: The Gustatory Consequence of Money
Feng Sheng, Peking University, China*
Jing Xu, Peking University, China
Baba Shiv, Stanford University, USA
Recent research implies an overlapped neuropsychological pathway that underlies the processing of monetary and gustatory rewards.
We hypothesized that repetitive activation of the overlapped pathway in a short time would result in weakened functioning. In
accordance with our hypothesis, three experiments showed that handling money temporarily impaired gustatory functions.
Specifically, handling money increased sweetness thresholds (but not bitterness), meaning that more sweetness was needed before
people registered it. Moreover, gustatory impairment was moderated by people’s subjective valuation of money. This work reveals the
interweaved processing of monetary and gustatory rewards.
Reminders of Money Weaken the Need for Caffeine
Jannine D. Lasaleta, Grenoble Ecole de Management, France*
R. Dustin Harding, Grenoble Ecole de Management, France
Reza Movarrei, Grenoble Ecole de Management, France
Kathleen D. Vohs, University of Minnesota, USA
Four experiments demonstrated that exposure to money decreases the desire for energy enhancers. Specifically, results showed that
playing money-themed (versus neutral-themed) games decreased the interest in and consumption of energy enhancing products when
the products are positioned to be beneficial to task performance. However, when an energy enhancer is not seen as beneficial to task
performance, exposure to money has no influence on its desirability. Findings point to an increased sense of self-efficacy underlying
the effect.
Can Shape Symbolism Be Used to Manage Taste Expectations?
Fei Gao, HEC Paris, France*
Tina M. Lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France
Extant literature on shape symbolism mainly focuses on exploring the crossmodal correspondence between abstract shapes and tastes.
Through three experiments respectively using word association, the implicit association test, and a masking paradigm, our research
first provides empirical evidence to demonstrate that the appropriate use of shape symbolism on product packaging can induce specific
taste expectations and this effect is mainly driven at an implicit level and even exists at a subliminal level. Our findings have
significant implications for the development of packaging for beverages and foods that connote the products’ taste attributes.
The Impact Of Sample Location On Post-Sampling Desire For The Target Product
Yanping Tu, University of Florida, USA*
Christopher Hsee, University of Chicago, USA
Marketers commonly invite consumers to experience samples (e.g., eat a few pieces of M&M’s) to induce their desire for the target
product (e.g., a pack of M&M’s). Samples (e.g., a few pieces of M&M’s) could be presented physically inside (e.g., from inside a
pack of M&M’s) or outside (e.g., in a sampling cup) the target product. We predict and find that, everything else equal, an inside (vs.
outside) sample results in lower post-sampling desire for the target product, because consumers perceive their sampling experience to
overlap more with the product experience and feel less need for the target product.
3.4 Individual Papers: Simulation and Experiences
Room: Palm Room
I know it, I own it and I care for it: How perceived environmental knowledge strengthens ownership for the environment
Sophie Suessenbach, WU Vienna University of Economics and Business, Austria*
Bernadette Kamleitner, WU Vienna University of Economics and Business, Austria
Psychological ownership (PO), i.e. perceiving something as mine, can have powerful consequences and trigger protective behavior of
that which is psychologically owned. We show that PO can emerge for something as abstract as the environment. Focusing on the
theorized role of knowledge in the emergence of PO, we find that measured (Study1A,1B) and manipulated (Study2,3) perceived
knowledge predicts PO for the environment and, in turn, pro-environmental behavior (Study3). We advance the literature by showing
that perceived superior knowledge of the environment itself matters.
The Peculiarly Persistent Pleasantness of Bizarre Experiences
Robert Latimer, University of Toronto, Canada*
Seven studies examine retrospective enjoyment of mundane and bizarre experiences. Mundane experiences were less enjoyable in
retrospect than they were initially, while bizarre experiences remained equally enjoyable or improved in retrospect. Our results suggest
that firms and party planners alike should make consumers’ lives a bit more peculiar.
The Narrative Processing of Experiential Purchases
Iñigo Gallo, IESE Business School*
Sanjay Sood, University of California Los Angeles, USA
Jennifer Escalas, Vanderbilt University, USA
We propose that consumers facing an experiential purchase engage in narrative processing – creating a story or imposing a story-like
structure – more than when facing a material purchase. We base this on the fact that experiences, more than products, correspond to
the basic elements of narrative – sequences of events structured over time to establish causal inferences, and the increased provocation
of imagery. Consequently, narrative transportation – immersion in the world presented by the story – is more important for persuasion
in the context of experiences than that of products. One pilot study and four experiments find support for our proposition.
Volume Estimation as Simulated Judgment
Hannah Perfecto, University of California Berkeley, USA*
Clayton R. Critcher, University of California Berkeley, USA
In evaluating the value of a cup of coffee, the usefulness of a storage container, or the wisdom of "super-sizing," people must assess a
receptacle's size. Although previous research has identified object features and psychological states that distort volume estimation,
such work has yet to offer a psychological account of how such judgments are made. We present a novel simulated judgment account
of volume estimation, positing that people estimate the size of a receptacle by simulating filling it up. Four studies show that this
account correctly anticipates two previously-unidentified influences on volume perception: a container's orientation and its top-to-base
ratio.
3.5 Individual Papers: Decision Environment and Consumption
Room: Sabal Room
The Impact Of Oral Versus Manual Expression Modalities On Choice Satisfaction
Thorsten Voss, Mannheim University, Germany
Anne-Kathrin Klesse, Tilburg University, The Netherlands*
Caroline Goukens, Maastricht University, The Netherlands
Jonathan Levav, Stanford University, USA
People express their preferences using various modalities. In a grocery store, shoppers grab their preferred items from the shelf and in
a restaurant diners express their preference by speaking to the waiter. We demonstrate that changes in the modality utilized to express
one’s choice can evoke different levels of choice satisfaction. Six studies show that expressing one’s choice orally (speaking) results
in greater satisfaction than expressing it manually (e.g., by grabbing one option), even for identical choice outcomes. In addition, we
provide evidence that speaking prompts greater choice satisfaction because it triggers intuitive rather than cognitive processes in
decision making.
The Indirect Effect of Repetition on Consumer Enjoyment
Nükhet Agar, Koc University, Turkey*
Baler Bilgin, Koc University, Turkey
We introduce the indirect effect of repetition on consumer enjoyment. Across three lab experiments, we find that repetition that serves
to increase (vs. reduce) perceived variety in a category reduces hedonic adaptation for the experience.
Helps Low-Discount Promotions, Hurts High-Discount Promotions: The Effect of Free Gift Voucher in Conditional Promotions
Yan Zhang, National University of Singapore, Singapore*
Yu Ding, National University of Singapore, Singapore
To boost sales, companies commonly conduct conditional promotions where a free gift is offered conditional on purchase of a focal
product. The free gift can be given directly, or in many other cases, be redeemed with a gift voucher. This article examines whether
using a gift voucher in conditional promotions influences consumers’ intention to purchase the focal product. We found that
presenting a voucher, as compared to presenting a free gift directly, decreases purchase intention for high-discount promotions while
increases purchase intention for low-discount promotions. We also found evidence that the effect is driven by reduced comparison
tendency.
Is it all relative? The effect of number format on relative thinking in numerical judgments
Tatiana Sokolova, University of Michigan, USA*
Manoj Thomas, Cornell University, USA
This paper examines the role of intuition-laden relative thinking in numerical difference judgments across different number formats.
We propose that the lack of experience in number comparisons hinders the development of magnitude intuitions for large integers and
decimal numbers. As a result, relative thinking - a tendency driven by magnitude intuitions - should be attenuated for such numbers. In
line with our theory, Studies 1 to 3 show that relative thinking is reduced for large integers and decimals (vs. integers). We further
demonstrate that experience in number comparisons can induce relative thinking (Study 4).
Break
3:30 pm - 3:45 pm
Grand Palm Col. West
Session 4
3:45 pm - 5:00 pm
4.1 Symposium: Beyond the Choice Set: The Impact of Considering Outside Options
Room: Citrus Room
Chair: Liz Friedman, Yale University, USA
The Role of Similarity when Considering Alternatives in Purchase Decisions
Liz Friedman, Yale University, USA*
Jennifer Savary, University of Arizona, USA
Ravi Dhar, Yale University, USA
We explore how considering alternative ways to spend money impacts purchase interest for a target item. In six studies, we find that
consumers are relatively less interested in purchasing a target item when they consider alternatives that are dissimilar to the target item
versus alternatives that are similar.
The Impact of ‘Display Set Composition’ on Purchase Likelihood
Uma Karmarkar, Harvard Business School, USA*
We examine how the mere presence of other items in a display influences decisions about a target product under consideration. We
show that purchase likelihood is higher for products displayed with items from the same category as compared to being displayed with
items from a different category, or offered alone.
Decision-Tree Structures and their Impact on Similarity Judgment and Replacement Choices
Rom Schrift, The Wharton School, USA*
Jeffrey Parker, Georgia State University, USA
Gal Zauberman, Yale University, USA
Shalena Srna, The Wharton School, USA
This paper explores how the decision-making structure impacts consumers’ preferences for a replacement option (when the originally
chosen option is unavailable). We find that consumers tend to stick with attribute levels that were chosen earlier in the
decision-making process. 17 studies explore different underlying mechanisms and support a categorization-similarity process.
Indecisive Consumers and Sensitivity to Outside Options
Marissa Sharif, University of California Los Angeles, USA*
Stephen Spiller, University of California Los Angeles, USA
Whenever consumers decide whether to select one option (the focal option), they necessarily make a tradeoff against others (the
outside options). The more attractive the best outside option is, the less likely they should be to select the focal option. Which outside
options receive the most weight? Consistent with normative theory, consumers give more weight to the value of the best outside
option than to the value of less-attractive outside options. However, lackadaisical indecisive individuals (but not other types of
indecisive individuals) place more weight on less-attractive outside options and less weight on more-attractive outside options.
4.2 Symposium: Effects on Time and Time Effects: The Interplay of Consumer Behavior
and Time
Room: Glades Room
Chair: Gabriela Tonietto, Washington University in St. Louis, USA
Starting Your Diet Tomorrow: People Believe They Will Have More Control Over the Future Than They Did Over the Past
Elanor Williams, University of California San Diego, USA
Robyn LeBoeuf, Washington University in St. Louis, USA*
We propose that people believe the future will be more controllable than the past was, and that this may explain why they fail to learn
from past mistakes. Across real and hypothetical situations, participants believed that, despite the future’s inherent uncertainty, future
outcomes, both good and bad, would be more controllable than identical past outcomes were. The difference does not arise due to
future optimism, but instead is related to the fact that people perceive the future to be open and malleable and the past to be fixed and
unchangeable, regardless of how controllable it actually will be or was.
Movement through Time and Space Shapes Psychological Distance
Eugene Caruso, University of Chicago, USA*
Leaf Van Boven, University of Colorado Boulder, USA
Physical movement and temporal movement are necessarily intertwined, and people build mental representations of time that draw
from their direct experiences with spatial distances. Because the subjective experience of movement through time (whereby future
events approach and past events recede) is analogous to the physical experience of movement through space, we demonstrate that
future events 1) are psychologically closer when people physically move toward them in space and 2) are psychologically closer than
past events of equivalent objective distance. We discuss how reducing psychological distance to the future may function to prepare
consumers for upcoming action.
The Effect of Temporal Organization on Subjective Time Perception and Consumption
Gabriela Tonietto, Washington University in St. Louis, USA*
Selin Malkoc, Washington University in St. Louis, USA
Stephen Nowlis, Washington University in St. Louis, USA
Consumers often organize their time around other scheduled tasks. We examine the effect of such temporal organization on time
perception and consumption. We propose and demonstrate that an interval of time directly preceding a scheduled task feels
subjectively shorter compared to the same length of time on its own. We further find that this contraction in time leads consumers to
be less likely to engage in both positive and negative experiences, which they predict will be less enjoyable prior to an upcoming task.
We demonstrate this finding across numerous situations, and examine its theoretically motivated moderators.
4.3 Individual Papers: The influence of financial considerations on consumer behavior
Room: Jasmine Room
Responses to Interest Rate Increases: An Urgency Bias in Repayment Behavior
Shirley Zhang, University of Chicago Booth School of Business*
Abigail Sussman, University of Chicago Booth School of Business
Christopher Hsee, University of Chicago Booth School of Business
We investigated people’s willingness to repay their debt as a function of the timing of interest rate changes. We found a
counter-intuitive urgency paradox in which people decide to repay their debt sooner when the interest rate will increase in the future
than when the rate is already at a high level or when the rate will be increasing immediately. We propose that sensitivity to changes
and perception of achievability together cause this effect. Across six studies, we demonstrated the basic effect, investigated the
underlying mechanisms, and examined possible moderators.
Interest-Free Financing Deals: How Different Labels Impact Consumers’ Preferences for Pre- vs. Postpayment
Johannes C. Bauer, University of St. Gallen, Switzerland*
Vicki G. Morwitz, New York University, USA
Research has shown that people prefer to prepay for certain products even if there were no financing charges. We demonstrate that
labeling an interest-free financing offer as a 0% APR special financing promotion can increase consumers’ demand for credit and that
this “labeling” effect is particularly strong for experiential goods.
Almost Everyone Misunderstands the Benefit of Diversification
Nicholas Reinholtz, University of Colorado, USA*
Philip M. Fernbach, University of Colorado, USA
Bart de Langhe, University of Colorado, USA
Diversification allows investors to reduce volatility without sacrificing expected returns, yet many people are underdiversified. We
examine people’s beliefs about the consequences of diversification and find two biases: (1) Many people, especially those low in
financial literacy, expect diversification to increase volatility. This seems to occur because people conflate the unpredictability of the
many stocks within a portfolio with the unpredictability of the whole portfolio. (2) Most people, especially those high in financial
literacy, expect diversification to increase returns. This seems to occur because people know diversification is “good,” but associate
this with the central tendency of the outcome distribution.
Does debt beget debt? Asymmetric mental accounting for debt vs. borrowed money may increase willingness to borrow
Aimee Chabot, The Fuqua School of Business, Duke University, USA*
Christopher Bryan, Booth School of Business, University of Chicago, USA
Julian Parris, SAS Institute, USA
As consumer debt in the U.S. grows, we consider a potential consequence: as balances increase, do consumers become willing to
borrow even more? Across three experiments (N=996), larger hypothetical student loans increased willingness to take on additional
debt. We propose that debt is accounted for cumulatively, while additional borrowed money is construed as a fresh gain.
Consequently, the value of obtaining an additional gain remains constant while the marginal subjective cost of taking on additional
debt decreases as debt balance increases. The current study focuses on student debt, though such a mechanism may similarly apply to
other consumer debt vehicles.
4.4 Individual Papers: Consumer Decision Making
Room: Palm Room
Skipping a Beat: Cardiac Vagal Tone and Risky Decision Making
Mehmet Yavuz Acikalin, Stanford University, USA*
Baba Shiv, Stanford University, USA
Making risky decisions can be stressful, because the possibility of undesirable outcomes elicit negative emotional responses, which
affect our risk preferences. We investigate how risk aversion is modulated by the physiological regulation of emotion. In line with our
prediction, the findings document increased risk seeking at higher levels of vagal tone, a physiological marker of autonomic flexibility
and stress vulnerability. Individual differences in vagal tone predict risk aversion, and manipulating vagal tone experimentally using
specific breathing techniques changes risk preferences. Our results demonstrate the influence of the parasympathetic nervous system
on decision-making under risk and uncertainty.
The Nature and Extent of Post-Reward Crowding-Out: The ‘Effort-Balancing’ Account
Indranil Goswami, University of Chicago, USA*
Oleg Urminsky, University of Chicago, USA
How does offering an incentive for a task affect people’s subsequent motivation, when the incentive to do the task ends? Contrary to
the predictions of prior theories of how rewards affect longer-term behavior based on task-perception or self-perception, we find that
crowding-out (reduction in voluntarily doing a task after a reward ends) is momentary, is not aggravated but is rather eliminated
when people are paid more or for a more intrinsically motivating task. We propose an Effort-Balancing account that suggests people
want a balance between effort and leisure. Implications for potential long-term effects of momentary crowding-out behavior are
discussed.
Opportunity Cost Neglect Attenuates the Effect of Choices on Preferences
Adam Eric Greenberg, University of California San Diego, USA*
Stephen Spiller, University of California Los Angeles, USA
The idea that choices alter preferences has been widely studied, yet prior research has focused on choices for which all alternatives
were salient at the time of choice. Opportunity costs capture the value of the best forgone alternative and should be considered as part
of any decision, yet people often neglect them. How does the salience of opportunity costs at choice influence subsequent evaluations
of chosen and forgone options? Three experiments show that when opportunity costs are explicit at choice, the post-choice spread
between evaluations of focal options and opportunity costs is larger than when opportunity costs remain implicit.
To Partition or Not to Partition: Effect of Partitioning Prices on Consumer Evaluations of Purchases Involving Trade-Ins
Tom Kim, University of Maryland, USA*
Joydeep Srivastava, University of Maryland, USA
Trading-in a used product to purchase a new product is common across various product categories. This research investigates
consumers’ preference between two distinct price presentations, one which shows both trade-in value and price of a new product
(partitioned price) and the other which only shows the net-payment after trade-in (consolidated price). The authors show that when
trading in products with relatively low (high) trade-in value compared to the price of a new product, consumers prefer a consolidated
(partitioned) price. This research proposes that information of the trade-in value induces self-threat/self-affirmation, leading to a
systematic preference between partitioned and consolidated prices.
4.5 Individual Papers: Evaluations and Attitudes
Room: Sabal Room
The Action Hero: _Mating Motive Mitigates Omission Bias
Yang He, University of Georgia, USA*
Marcus Cunha, University of Georgia, USA
Based on principles of evolutionary psychology, we show that when under a mating mindset, individuals are insulated from
anticipated regret and favor heightened visibility from the population. As a result, mating mindset mitigates the well-documented
omission bias, an effect different from the risk-seeking tendency as commonly perceived. Results from a set of experiments across
scenarios of card games, investment decisions, and product choices show that participants would consistently favor the action (i.e.,
non-default) option, regardless of whether the action option is riskier than the default option.
How Contagion Affects Self-Concept, Product Evaluation, and Consumer Performance
Tae Woo Kim, Indiana University, USA*
Adam Duhachek, Indiana University, USA
Kelly Herd, Indiana University, USA
Past research has shown that contagion—the belief that an individual’s essence transfers to another individual through physical
contact—has an influence on product evaluation. However, what type of essences can be made contagious, and what behavioral
consequences contagion impacts beyond product evaluation has been under-researched. We identify ideal-self as a precondition of
contagion effects. We further show that these effects extend beyond product evaluation and influence actual performance on tasks
associated with attainment of consumers’ ideal selves. As underlying mechanism, we show that contagion leads to positive beliefs
about the self.
Celebrities are not all the same: The influence of self-esteem on attitudes towards advertising with celebrities
Antonio Benedito Oliveira Jr., Centro Universitario da FEI*
José Mauro Hernandez, Centro Universitario da FEI
We suggest that consumer self-esteem is fundamental to understanding the conditions under which it is more advantageous to present
celebrity in advertisements. We build on the identification theory to propose that the consumer’s self-esteem (low vs high)
differentially affects their responses to celebrities’ type (proximal vs distal) portrayed in advertisements. Specifically, for consumers
with low (high) self-esteem, portraying a proximal celebrity (distal celebrity) in the advertisement enhances attitudes toward the
advertisement. In three experiments, we demonstrate the proposed matching relationships, extending the self-esteem and celebrity
literatures.
The Effects of Political Ideology on Attribution and Value Threat
Claire Heeryung Kim, Indiana University, USA*
DaHee Han, McGill University, Canada
Adam Duhachek, Indiana University, USA
H. Shanker Krishnan, Indiana University, USA
The current research examines whether political ideology affects consumer attributions to a brand failure. Specifically, conservatives
(vs. liberals) were more likely to make distributional attributions to the brand for its failure. However, when the brand failure destroys
consumer values, the patterns were flipped. Study 1 replicated previous findings such that conservatives (vs. liberals) were more likely
to blame to the firm for its failure. Study 2 showed that when the brand failure hampered liberals’ value, liberals (vs. conservatives)
drew more dispositional explanations. Study 3 demonstrated that when the belief about a just world was threatened, conservatives’
dispositional attribution tendency was disappeared.
JCP AE RESEARCH AND REPORT MEETING
4:00 pm - 4:55 pm
Blue Heron
JCP ERB MEETING
5:00 pm - 7:00 pm
Tarpon Key
Working Paper Session 2
6:00 pm - 7:30 pm
Banyan Breezeway
Working Papers: Working Paper Session 2
Room: Banyan Breezeway
Mine is mine and yours is mine: Understanding the relationship between lay rationalism, psychological ownership and consumers’
participation in access-based consumption.
Antje Graul, Leeds University Business School, United Kingdom*
Dr. Aristeidis Theotokis, Leeds University Business School, United Kingdom
Participation in access-based consumption may be described as rationalistic economic behavior; however emotional discomfort may
arise when accessing a good owned by another party and subsequently harm consumers’ participation intention. This research shows
that lay rationalism significantly increases participation in peer-to-peer access-based consumption as a user. Decomposing the effect,
we suggest and test a mechanism according to which psychological ownership mediates the positive effect of lay rationalism on
participation intention: consumers that focus on rationalistic and functional attributes of access as market-mediated transaction may
downplay their psychological perception of non-ownership during access and therefore experience less emotional discomfort.
The Inconsistent Effect of Financial Goal-Consistent Behaviors on the Rich and the Poor
Deepika Agarwal, Arizona State University, USA*
Adriana Samper, Arizona State University, USA
Raghu Santanam, Arizona State University, USA
Previous research shows that making consumers aware of their goal-consistent behaviors can give them feelings of high goal progress
(Campbell and Warren, 2015). In the case of financial well-being, one might expect that providing such interventions could help
vulnerable individuals with limited means who may already be engaging in more frugal financial behaviors. However, in the present
research, we demonstrate that financial goal-consistency provides a greater sense of goal progress only to high socioeconomic status
(SES) individuals, which motivates them to further engage in financially responsible behaviors, whereas no such effect is seen for low
SES individuals.
Puffery in Advertising and Consumers’ Hope
Wonkyong Beth Lee, Western University, Canada*
Timothy Dewhirst, University of Guelph, Canada
Puffery refers to highly exaggerated advertising claims, but is commonly used successfully as a legal defence given that “reasonable”
consumers should not be influenced by puffery when they make consumption decisions.
Despite considerable research on “puffery,” a number of gaps remain. Puffery has been applied uniformly in assessing whether or not
marketing communication is deemed deceptive, but it is proposed that the persuasive potential of puffery might have particular
relevance to certain products where there is a basis for consumers to be more “hopeful” about the potential efficacy of the “puffed”
claims. This study is to examine the influence of persuasion knowledge (i.e., consumers’ beliefs about marketing tactics) on
consumers’ evaluations of puffery: to explore whether consumers’ motivated reasoning (i.e., hope) plays a role in explaining why
consumers may rely on puffed claims when making purchase decisions.
Social Product Customization: Peer Input, Conformity, and Consumers’ Evaluation of Customized Products
Tobias Schlager, University of St. Gallen, Switzerland*
Andreas Herrmann, University of St. Gallen, Switzerland
Christian Hildbrand, University of St. Gallen, Switzerland
Nikolaus Franke, University of Vienna
Gerald Häubl, University of Alberta, Canada
Five studies show that public relative to private peer input causes more extensive modifications of initial product configurations. This
effect is stronger when consumers think more holistically (either habitual or induced externally) while those modifications generate
positive product evaluations when consumers feel close to their peers but backfire when they feel distant.
Exploring the Effects of Visual Cues on Persuasion
Ning Ye, Temple University, USA*
Maureen Morrin, Temple University, USA
Angelika Dimoka, Temple University, USA
Our research aims to explore whether consumers’ perceptions of product efficacy are biased by product format: when the ingredients
are presented as a whole versus in a partitioned format. Across three studies, we show that a nutritional product presented in a
partitioned format (i.e., with several different ingredients) versus one presented as a whole will be perceived to be more (vs. less)
effective among highly health-motivated people, but not among low health-motivated people.
Can the variation of the size of plates, bowls and serving spoons be utilized to boost healthy eating? A field experiment in the
salad bar
Sunghwan Yi, University of Guelph, Canada*
Vinay Kanetkar, University of Guelph, Canada
Hai Tran, University of Guelph, Canada
Although behavioral principles of nudge and choice architecture have recently been applied to food consumption context, the focus
has been almost exclusively on reducing the consumption of unhealthy hedonic food. In the present paper, we applied the nudge
principle to the serve-serving of healthy food. We assessed the possibility that the amount of salad bar items self-served may be
increased by varying the size of plates and serving spoons at the university salad bar. An exploratory field study conducted in
cooperation with the university hospitality services revealed a pattern that is directionally consistent with the hypothesis.
Exploring the Influence of Trait and State Nostalgia on Attitudes toward High and Low Heritage Brands
Young K. Kim, University of Iowa, USA*
John Murry, University of Iowa, USA
This research demonstrates that both state and trait nostalgia have a stronger positive effects on consumers’ brand attitudes when they
perceive that brands have a strong heritage and state nostalgia is more powerful when trait nostalgia is low. State nostalgia seems
particularly appropriate enhancing communications tactics while trait nostalgia can facilitate targeting strategies. Future research will
examine the underlying psychological processes through which state and trait nostalgia combine to influence on brand identities,
attitudes, and purchase behaviors.
Three tales of emotional understanding and gift giving.
Rajani Ganesh Pillai, North Dakota State University, USA*
Sukumarakurup KrishnaKumar, North Dakota State University, USA
Gift giving is a process involving emotions. Higher ability to understand such emotions, the emotional understanding (EU) facet of
emotional intelligence (EI), therefore, should play an important facilitative role in the amount of giving and the long-term
consequences that follow. In this paper, we elucidate this relationship through three studies. First, we show that consumers with high
EI-U spend more on gifts for others. Further, the effect of EI-U on gift spending is stronger for closer individuals than for less closer
individuals. Finally, gift spending has an influence on life satisfaction especially for individuals with high EI-U.
Power, Legitimacy and Conformity Influence Intention to Purchase Organic Products
Clarissa Cappelletti, Cass Business School, London, United Kingdom
Rhiannon MacDonnell, Cass Business School, London, United Kingdom*
This paper examines the effect of power on purchase intentions and willingness to pay for organic products that are positioned as
benefitting one’s self vs. others. In Study 1, we find that powerful people intend to buy products benefitting others whereas powerless
people prefer focusing on themselves. In Study 2, we introduce a norm (pro organic vs. against organic) to see if conformity plays a
role in the effect of power and positioning on WTP. In the pro organic norm data, legitimately powerful people have a lower intention
for products benefitting themselves compered to consumers in the illegitimate condition
Tell Me What You Wish: How Pre-Configurations Based On Preference Articulation Affect Consumer Product Configuration
Processes
Daniel Boller, University of St. Gallen, Switzerland*
Tobias Schlager, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
This paper examines how preference articulation prior a configuration task and receiving an initial configuration based on this
preference articulation affects both consumers’ evaluation of the configuration process and the final product configuration. A
combination of four experiments demonstrates that the preference articulation entry increases consumers’ choice confidence and
consumers’ purchase intention. This process is driven by the extent to which consumers identify with the product configuration and a
decreased choice complexity during the configuration process. The proposed research offers novel insights into product customization.
Note: The first author (Daniel Boller) is a PhD student and will present the working paper.
I Can Do Nothing, Therefore I Hope: The Cultural Differences in Belief In Fate, Hope, and Perceived Ad Credibility
Samer Sarofim, School of Business, University of Kansas, USA*
Aimee Drolet Rossi, UCLA Anderson School of Management, USA
This research hypothesized and provided evidence that collectivistic eastern societies (Indians) perceive ads as more credible than
individualistic western societies (Americans), with hope mediating the relationship between culture and perceived ad credibility.
Indians adopt a stronger belief in fate than Americans. Consequently, belief in fate mediates the relationship between culture groups
and hope for advertised benefits. Taken together, the overall model; culture ? belief in fate ? hope ? perceived ad credibility is tested.
Results provided evidence that both belief in malleable fate and hope play a pivotal role in explaining the relationship between culture
and perceived ad credibility.
Power does not Always Corrupt: Source of Power Effects on Self-Control
Yue Liu, University of Central Florida, USA*
Huifang Mao, University of Central Florida, USA
Xin He, University of Central Florida, USA
This research examines how consumers’ self-control behavior can be affected by different sources of power (effort vs. luck). It is
found that individuals experiencing a state of power due to their effortful exertion (vs. good luck) possess higher (vs. lower)
self-control, whereas those experiencing a state of powerlessness because of inadequate effortful exertion (vs. bad luck) have
relatively lower (vs. higher) self-control. We propose that this effect occurs because one’s effortful striving for power process can
influence their self-control capacity, which in turn affects their self-control behaviors.
Cube or Sphere? Effects of Self-Construal on Product Evaluation
Wan Kam Chan, Iowa State University, USA*
Sekar Raju, Iowa State University, USA
Frank Kardes, University of Cincinnati
This research examines how self-construal (independents versus interdependents) influences shape preference and volume judgment
of products in two typical shapes (cube and sphere). Our findings show that independents find cubic shapes more attractive than
spherical shapes and are more likely to use heuristics in forming volume judgment. They are more likely to encounter choice conflict
when the two product benefits (shape and volume) are considered together. This research has implications for product design,
metaphorical reasoning, and perception.
Seeing Products in a Different Light: How Sunshine Affects Consumer Bidding Behavior
Tobias Schlager, University of St. Gallen, Switzerland*
Emanuel de Bellis, University of St. Gallen, Switzerland
This paper examines the role of sunshine, a ubiquitous environmental factor, in an auction bidding context. Based on a combination of
large-scale field data and online experiments, we demonstrate that exposure to sunshine (vs. no sunshine) causes consumers to bid a
larger amount on outdoor (but not on indoor) products. This effect is driven by consumers’ mental simulation of product usage, which
elicits a quasi-endowment effect and ultimately increases consumer bidding prices.
Rejecting a Job Applicant May Drive Away a Potential Consumer: The Interaction Effects of Types of Organization Brand
Rejection and Self Esteem
Jun Yan, University of Manitoba, Canada*
Fang Wan, University of Manitoba, Canada*
Nicolas Roulin, University of Manitoba, Canada
This paper examines the interaction effect of the organizational rejection and applicants’ self-esteem on their product wanting as
consumers. We found that high (vs. low) self esteem individuals took rejection more negatively when the reason for rejection is
person-job fit (vs. person-organization fit) and thus had more negative evaluations of the products from the organization.
When is Saying “No” More Powerful than Saying “Yes”? The Interactive Effects of Negation and Modality Match on Forgetting
Wan Kam Chan, Iowa State University, USA*
Sekar Raju, Iowa State University, USA
Frank Kardes, University of Cincinnati
This research examines how negations (‘no’ response) undermine consumer’s retrieval of brand attributes from memory and how
matched and mismatched modality (presentation and imagery) moderate the effect of negation. The results indicate that forgetting is
higher after a negated (“no”) response is elicited relative to after an affirmative (“yes”) response is elicited. Also, forgetting is
weakened in the negated condition when the presentation modality and the imagery modality match with each other relative to do not
match. This research has implications for branding and information processing.
Sorting as Screening
Kurt Munz, PhD Student, New York University, USA*
Priya Raghubir, New York University, USA
Sorting by a product attribute can diminish the importance weight of that attribute. When choosing is difficult, consumers may treat
sorting as screening. Once options are sorted, consumers may form a consideration set comprising the options at the top. Because
these options are more homogeneous with respect to the sorted attribute, consumers pay less attention to the sorted attribute in favor of
a second attribute. This attentional shift emerges in a subsequent conjoint analysis, with less weight placed on the sorted attribute and
more weight on a second attribute.
Do More Interesting Articles Become More Impactful? -An Analysis of Articles In Journal Of Marketing From 1996 To 2013
Onion Haitong Gong, National University of Singapore, Singapore*
Since Davis’ article “That’s Interesting” (1971), scholars hold the belief that articles that create a tension (a stronger form of negation)
are more interesting than articles that spot a gap (a weaker form of negation). However, there is no empirical evidence on whether
more ‘interesting’ articles with high degree of negation do become more impactful articles. An analysis of articles in Journal of
Marketing from 1996 to 2013 reveals that articles with less negation receive more citations. The surprise findings could possibly be
explained by the first-of-its-kind effect, social norms, and the scope of audience.
Assimilating Consummatory Behaviors & Contrasting Instrumental Behaviors
Shreyans Goenka, Cornell University, USA*
Manoj Thomas, Cornell University, USA
Are people more likely to consume a fruit salad when it is compared to a cookie or when it is compared to an apple? More generally,
are consumption intentions for a target contrasted from the anchor or assimilated to the anchor? In this research, we propose that it
depends on the nature of behavioral intentions. Consummatory behavioral intentions (influenced by spontaneous affective reactions)
are assimilated to the anchor, but instrumental behavioral intentions (influenced by deliberative evaluation on criteria such as
healthfulness) are contrasted to the anchor. Results from a controlled experiment, and mediation analyses, support this thesis.
The Impact of Large Versus Small Menu Size on Calorie Estimation
Yong Kyu Lee, York College, The City University of New York, USA
Junghyun Kim, Virginia Tech, USA*
Paul M. Herr, Virginia Tech, USA
This research examines how consumers use menu information to estimate the caloric content of a food item. We propose that the
number of items listed on a menu systematically influences consumers’ calorie estimations. Three experiments support our hypothesis
that consumers provide a higher calorie estimate for items presented on a menu with a large (vs small) number of options. The current
research further investigates the range of calorie estimates as the driver of this menu size effect and discusses the implications for
consumer food choices.
Don’t tell Them How Much They Mean to You: The Suppressing Effect of Salience of Customer Value on Business Gift Giving
Yanfen You, University of Wisconsin - Milwaukee, USA*
Massimiliano Ostinelli, University of Wisconsin - Milwaukee, USA*
Through two experiments, we examine the role of making customer value salient in business gift giving. We show that when customer
value is not salient, a business gift of small monetary value has a positive impact on customer attitude, in contrast, when customer
value is made salient by firms’ verbal acknowledgement, the effect of business gift of small monetary value may be diminished or the
gift may even backfire.
The Influence of Contextual Minority Status on Privately-Held Evaluations of Identity Linked-Products
Iman Paul, Georgia Tech, USA*
Jeffrey R Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA
Publically stated attitudes tend to conform to those of others (Asch 1955; Hofmann et al 2005). However, privately held evaluations
(i.e., those not revealed to others) regularly deviate from publically-stated evaluations (Festinger 1957; Zimbardo et al. 1965) and
should be less sensitive to the social context. Yet, this paper find this is not true. Specifically, we find in two studies that when
consumers find themselves to be in the numerical minority of a group on a given identity-relevant dimension (e.g., gender), they tend
to hold less positive attitudes toward products corresponding with that dimension of their identity.
To Rent or Own? The Impact of Renting on the Expected Speed of Product Mastery
R. Dustin Harding, Grenoble Ecole de Management, France*
Diogo Hildebrand, Grenoble Ecole de Management
Jannine D. Lasaleta, Grenoble Ecole de Management
A customer’s expectation of how easily or quickly they can master a product is an important factor in determining whether they
continue using the product after adoption. Since rental services have grown in popularity consumers frequently encounter the decision
of whether to rent or own skill-based products. Results from two experiments indicate that renters, as opposed to owners, expect it will
take them less time to master a newly obtained product. These results are shown to be mediated by the renter and owner’s perceived
relative standing among other renters and owners.
Flavor Halos and Consumer Perceptions of Food Healthfulness
Nguyen Pham, Arizona State University, USA*
Maureen Morrin, Temple University, USA
Melissa Bublitz, University of Wisconsin - Oshkosh, USA
We examine how repeated exposure to health-related products containing specific flavors (cherry-flavored cough syrups) can bias
consumer perceptions about the healthfulness of foods that contain those same flavors (cherry-flavored cheesecake). We further show
that dieters are more likely to transfer health-related perceptions of flavors to indulgent foods containing those flavors.
The Role of Past Feared-Self in Avoiding Future Feared-Self
Aditi Bajaj, Georgia Tech, USA*
Sara Dommer, Georgia Tech, USA
This research examines how the presence of a past ‘feared-self’ (e.g., being overweight in the past) in the same category as a ‘future
feared-self’ (e.g., becoming overweight in the future) affects motivation to avoid it. Based on research on psychological distance
theory, we predict and demonstrate that the presence of a past feared-self makes the future feared-self feel less psychologically distant.
This psychological closeness to the feared self in-turn reduces the amount of perceived control over avoidance of that self and
subsequently lowers the motivation to avoid the future feared self.
It Feels Good and Bad to Be Fake: The Effects of Using Counterfeits on Mixed Emotions
(Joyce) Jingshi Liu, Hong Kong University of Science and Technology*
Amy Dalton, Hong Kong University of Science and Technology
Jiewen Hong, Hong Kong University of Science and Technology
Four studies examine how consumers feel while using counterfeit products and how these feelings impact the appeal of counterfeits.
While purchasing counterfeits elicits predominantly positive emotions, using counterfeits elicits mixed emotions. Mixed emotions
arise when counterfeit users care about the signal they are sending to others — they feel positive about the brand’s signaling value and
negative about the risk of social judgment. Accordingly, counterfeit users feel more mixed in public (vs. private), and when their
motivation to signal status is high (vs. low). Mixed feelings are aversive; thus, counterfeit usage can reduce willingness-to-pay for that
counterfeit and intentions to purchase other counterfeits.
“Are You Making a Play for Me?” Effects of Gamification on the Formation of Consumer-Brand Relationships
Axel Berger, University of St. Gallen, Switzerland*
Andreas Herrmann, University of St. Gallen, Switzerland
Tobias Schlager, University of St. Gallen, Switzerland*
Consumer-brand relationships substantially contribute toward companies’ financial performance. However, traditional marketing
models have successively lost effectiveness to engage consumers in brand interactions, leading to declining returns on marketing
investments. Drawing from self-expansion and flow theory we propose gamification to strengthen consumer-brand relationships.
Based on a field study and three experiments we find that gamification enhances consumer-brand relationships. This influence is fully
mediated by the degree to which consumers perceive emotional brand engagement during gameplay. Furthermore, integrating
performance feedback and goal setting into game design fosters emotional brand engagement, but only when perceived game
difficulty matches consumers’ capabilities.
The Risk of Virtue
Boyoun (Grace) Chae, Temple University, USA*
Hyun Young Park, China Europe International Business School, China*
Katherine White, The University of British Columbia, Canada
While prior research examined the impact of corporate social responsibility (CSR) on consumers’ attitude toward the company and its
products, no extant research has investigated how CSR affects consumers’ risk-taking decisions. The current research explores how
CSR influences consumers’ financial risk-taking depending on their belief in a just world (BJW).
The Unintended Negative Consequences of Sharing Health Risk Information on Social Media
Frank Zheng, University of Texas at Austin, USA*
Susan Broniarczyk, University of Texas at Austin, USA
Contrary to the belief of health marketing practitioners that encouraging consumers to share health risk information on social media
would promote their awareness of health risks and preventive behavior, we posit that having social media users share health risk
messages with their close friends (versus distant friends) can lead to unexpected detrimental consequences to the sharers such as
decreased health risk perception. We examined two possible mechanisms: selective forgetting through transactive memory system and
anxiety buffering function of close relationship in two experiments.
Psychological Distance and Power in Promoting Recycling Behaviors
Xin Wang, University of Oregon, USA*
Jiao Zhang, University of Oregon, USA
This paper explores how psychological distance and individual’s sense of power influences the effectiveness of message framing in
recycling. When distance is far, loss (gain) frames works better with low (high) power. When distance is close, gain frames works
better with low power; frames don’t matter for high power.
The Paradox of Social TV: The Effects of Connectedness vs. Distraction on Enjoyment
Cansu Sogut, Boston University, USA*
Barbara Bickart, Boston University, USA
Frederic Brunel, Boston University, USA
Susan Fournier, Boston University, USA
“Social TV,” the use of social media to communicate with other viewers while watching TV, enables people to virtually share their
experiences with close or distant others. In this paper, we examine how simultaneous communication about viewed content affects
consumers’ enjoyment of the viewing experience. In two experiments, we find that engaging in simultaneous communication (vs. just
watching) increases social connectedness, which enhances the enjoyment of the experience. However, we also find that when
communication leads to distraction (e.g., when content is complex), simultaneous communication hinders the enjoyment of the viewed
content. We provide a theoretical framework to reconcile the paradoxical results.
The Effect of Product Type on Consumers’ Preference for Ambiguous vs. Precise Ratings
Amin Attari, University of Kansas, USA*
Promothesh Chatterjee, University of Kansas, USA
Yexin Jessica Li, University of Kansas, USA
Previous research has demonstrated differences in consumer behavior in response to precise vs. ambiguous information, showing that
people are generally ambiguity averse. However, not much research has investigated the effect of ambiguity in product ratings on
consumers’ preference for different types of products. We investigate whether, when, and why consumers prefer precise information
over ambiguous information. We hypothesize that, when buying a utilitarian product, consumers prefer precise product ratings over
ambiguous ones. However, due to the motivation inherent in hedonic purchases, we propose this preference gets attenuated when
consumers consider such products.
When Your Hands Are Tied: The Impact of Expense Ownership on Financial Decisions
Joshua Morris, Stanford University, USA*
Szu-chi Huang, Stanford University, USA
We explore the impact of perceived expense ownership—the extent to which the incurrence of an expense is perceived to be dictated
mostly by one’s own will or external factors—on financial decisions. While prior research has focused on the automaticity of choice
(i.e., who makes the decision), our paradigm keeps automaticity constant and only alters the perceived level of choice ownership. We
demonstrate that lower ownership makes the expense more justifiable to consumers, thus lowering the pain of payment; consequently,
consumers are more likely to select more expensive options (e.g., upgrades) for fulfilling that expense.
Residential mobility and uniqueness seeking
Minkyung Koo, University of Illinois at Urbana-Champaign, USA
Andy Ng, University of Illinois at Urbana-Champaign, USA*
Shigehiro Oishi, University of Virginia, USA
In two studies, we examined whether residential mobility predicts uniqueness seeking tendency in consumption preferences. Past
research has established that residential mobility enhances one’s personal self (e.g., personality, skills) whereas residential stability
enhances one’s collective self (e.g., group affiliation, membership). We hypothesized and found that people who moved more
frequently exhibited a stronger tendency to prefer unique shapes (Study 1) and to have less common consumer products than those
who moved less (Study 2). In particular, this tendency was more salient when the products were more publicly visible than when those
products were less visible.
Gender Differences in Online Shopping Behavior: Exploring the effective promotion types based on evolutionary psychology
Doo Yeon Park, University of Georgia, USA*
Hyejin Bang, University of Georgia, USA
Dongwon Choi, University of Georgia, USA
This study aims to examine the gender differences in online shopping context based on evolutionary psychology. As the foraging
activities of ancestral environments are similar to the shopping behaviors of modern societies, the psychological adaptations may
influence the behaviors of modern consumers. In the ancestral environments, men were needed to be skilled hunters while women
were needed to be proficient gatherers, and this adaptation still remains in modern human's body and brain. This study explores the
effective promotion types for online shopping based on gender-specific time frame and preference which are derived from each
gender's ancestral roles, hunter and gatherer.
Default Effects on Online Information Disclosure: A Regulatory Focus Perspective
Georgiana Craciun, Duquesne University, USA*
Corporations, policy makers, and consumers have conflicting interests in the use of defaults to configure choices related to online
privacy. Past research found support for a disproportionate preference for defaults. Drawing on regulatory focus theory, this study
used a between subjects experiment to examine the proposed interaction effects between chronic self-regulatory focus and default
framing on choices related to information disclosure. Prevention-oriented consumers seem to stick more to defaults than promotion
oriented consumers. The largest difference is in the condition where prevention oriented people receive the negative default (and stick
with it).
Living Minimalism: Would a Mindset of Subtraction Be a Cure for Over-Consumption?
Lei Jia, University of Wyoming, USA*
Xiaojing Yang, University of Wisconsin-Milwaukee, USA
Drawing from literature on unconscious processing and mindset, this research proposes that a mindset of “subtraction” may curb
over-consumption particularly for consumers who lack motivations to proactively consume less. Specifically, the mindset of
subtraction (activated from an unrelated context or task) can carryover to a consumption-related context or situation, thus,
subsequently influence consumer choice and decision making (i.e., consuming less). This research contributes to the literature on
mindset by introducing and testing a new mindset, “subtraction,” and applying it to an important context, over-consumption.
Relief in Working Memory as Information
Sunaina Shrivastava, University of Iowa, USA*
Gaurav Jain, University of Iowa, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
Gary Gaeth, University of Iowa, USA
The paper shows that individuals use relief in the use of working memory as an informative signal while evaluating entities.
Specifically, we show that individuals have enhanced attitudes towards an object that is formed when its parts combine to form a
whole when compared to the case where the object is shown as a whole only. When parts come together to form a whole, individuals
relieve their working memory by just storing the whole. With multiple studies we demonstrate the phenomenon and find support for
the memory conservation based process. The results have implications in designing more effective marketing logos.
The Picky Consumer
Andong Cheng, Pennsylvania State University, USA*
Margaret Meloy, Pennsylvania State University, USA
While the term “picky consumers” is colloquially understood as it pertains to others, there is no research in marketing that has
examined how picky shoppers make decisions. We take initial steps to assist in studying the construct by developing a “Picky
Consumer” scale that distinguishes this construct from other individual differences (e.g. maximizing) and provide evidence for how
pickiness affects choice processes. We establish that pickiness is determined by two major factors: selectivity and sensitivity to
product flaws. Furthermore, we confirm that picky people have smaller consideration sets and place higher attribute weights on single
attributes.
Affective Reactance to Approaching Brands
Junghan Kim, State University of New York at Buffalo,USA
Junghyun Kim, Virginia Tech, USA
Taehoon Park, University of South Carolina, USA*
The present study examined how a moving image influences on perceivers’ reaction to the agent in a marketing setting. Through two
studies, we investigated whether visual image movement varies participants’ attitude toward the brand. In a brand evaluation context,
participants who were exposed to an approaching logo evaluated the brand less favorably than those who were exposed to a static or
receding logo. Furthermore, we found that the affective reactance to an approaching image led to more favorable attitudes toward the
product when safety attribute was emphasized.
Utilitarian Mask: A Remedy for Devaluation of Hedonic Products
Aditya Udai Singh, Oklahoma State University, USA*
JI Hoon Jhang, Oklahoma State University, USA
A characteristic particular to online shopping is the time interval between purchase and acquisition of a product. This time lag may
lead consumers to reevaluate their purchase decision. In this paper, we seek to understand how consumer’s post-purchase (yet
pre-acquisition) evaluation would change as acquisition gets nearer in time and to propose options for managers to maintain or
enhance consumer’s post-purchase evaluation. The result of one study supports our hypothesis that post purchase evaluation for
hedonic (utilitarian) products would increase (decrease) if the purchase is described a second time with utilitarian (hedonic) features
because these are easy-to-justify (i.e., utilitarian features).
I bought that first and you know it: The influence of ambivalent mimicry on the desire for social approval
Sunghee Jun, Seoul National University, South Korea*
Y. Jin Youn, Seoul National University, South Korea
Kiwan Park, Seoul National University, South Korea
Prior research shows that mimicry can lead to dissociation responses due to its threat on uniqueness as well as a sense of social
approval. We build on prior work by suggesting that this may not be the case with ambivalent mimicry (i.e., it is not clear whether
mimicry happened). In these situations, the target may not feel the need to dissociate with the product but also feel a lack of social
approval. Hence, we argue that consumers who experience ambivalent mimicry will not value the product less nor dislike it, but will
seek ways to gain social approval (e.g., WOM).
Resource Conservation: An Alternate Explanation for Negative Emotions’ Impairment of Self-Control
Shruti Koley, Texas A&M University, USA*
Caleb Warren, Texas A&M University, USA
Suresh Ramanathan, Texas A&M University, USA
Traditionally it has been regarded that negative incidental emotions impair self-control, and increase gratification in order to repair bad
mood. In this research, we demonstrate that negative emotions also impair self-control to conserve resources, as exerting self-control
is effortful. They do so to the extent the emotion activates the goal to conserve resources. An emotion like anxiety that signals the
need for future goal-conflict resolution, is more likely to activate the goal of resource-conservation than an emotion like anger. Hence
anxiety impairs self-control more than anger, when self-control is effortful, but not when self-control is easy.
The Influence of Visual Transparency on Taste Perception
Lingzi Isabel Ding, National University of Singapore, Singapore*
Miaolei Jia, National University of Singapore, Singapore
Noriko Xiang Yan Tan, National University of Singapore, Singapore
In this paper, we develop a conceptual framework on the perceptual transfer of the visual characteristics of product containers to the
taste perception of the products. Specifically, we find that the visual transparency (vs. opacity) of the container in which a beverage is
served influences the perceived thickness of the beverage. Drawing upon the “sensation transference” theory, we propose and found
that individuals attribute the perceived thickness of the beverage to the visual density of the container it is served in. This contributes
to the sensory marketing and perception literature, and has important implications on beverage packaging designs.
Giving Money vs. Giving Time: The Timing Effect of Thank-You Gifts on Donation Satisfaction
Miaolei Jia, National University of Singapore, Singapore
Lingzi Isabel Ding, National University of Singapore, Singapore*
Thank-you gifts are widely used in real-world charitable promotions. Given the ubiquity of thank-you gifts in charitable promotions,
surprisingly little research has explored the effect of the timing of thank-you gifts on donors’ donation satisfaction. Based on the
theory that money activates value maximization mindset while time activates emotional mindset, we propose and demonstrate that
when giving money, receiving thank-you gifts after the donation (vs. before the donation) decreases donors’ donation satisfaction; in
contrast, when giving time, receiving thank-you gifts after the donation (vs. before the donation) increases donors’ donation
satisfaction.
Price Framing and Choice Order Effects in Bundle Customization Decisions
Johannes C. Bauer, University of St. Gallen, Switzerland
Tim M. Böttger, University of St. Gallen, Switzerland*
This research demonstrates that consumers’ satisfaction with a customizable bundle depends on (1) whether the choice options for the
bundle components are presented simultaneously or sequentially and (2) whether (or not) detailed segregated prices for all choice
options are provided in addition to the total price of the bundle configuration.
A Brand-Contingent Weighting Model
Hyun Young Park, China Europe International Business School, Shanghai, China*
Sue Ryung Chang, University of Georgia, Terry College of Business, Athens, GA
Prior research that modeled consumer decision processes treated brand merely as an attribute parallel to price, color, or size, and thus,
assigned a constant weight to each attribute across brands. In contrast, we propose a brand-contingent weighting model in which
attribute importance is contingent upon (1) the relative positioning of a brand among the brands considered, and (2) brand familiarity.
Using a real flight ticket purchase data, our dynamic multi-level model reveals the power of brand that even overcomes the negativity
effect that has shown to be prevalent in consumer choices.
Grip not to Slip: How Haptic Roughness Leads to Psychological Ownership
Bowen Ruan, University of Wisconsin - Madison, USA*
Joann Peck, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin-Madison
Liangyan Wang, Shanghai Jiao Tong Univerisity
In a series of studies, we found that haptic roughness leads to a greater perception of psychological ownership, and longer interactions,
compared to haptic smoothness. We conjecture that this is because rougher objects are easier to grip, leading to more physical control,
an antecedent of psychological ownership.
Need for Completion
Bowen Ruan, University of Wisconsin - Madison, USA*
Evan Polman, University of Wisconsin - Madison, USA
We propose that people have an inherent need for completion, which provides extra motivation when they are close to the completion
of a set, even if completing the set brings no external values but costs. In a series of studies, we show that people are more motivated
to try an ice cream flavor/visit a new city/even do a tedious task when the ice cream flavor/the city/the task is the last item in a set than
when it is the second to last. Our research builds on but is sufficiently different from prior work on goal gradients.
Low Construals Prefer Atypical Colors
Ji Yoon Uim, Hongik University, Republic of Korea*
Nara Youn, Hongik University, Republic of Korea*
The current research examines how atypical (vs. typical) color affects consumer information processing and examines the moderating
role of construal level. Through two studies, we demonstrate that atypical color would lead to favorable evaluation of product more for
consumers with low level than for those with high level construals.
Reception
6:00 pm - 8:00 pm
Banyan Breezeway
Saturday, 27 February 2016
Registration
7:00 am - 3:45 pm
Grand Palm Col. West
Breakfast
7:30 am - 8:15 am
Grand Palm Col. West
Session 5
8:15 am - 9:30 am
5.1 Symposium: When Products and Devices Seem Human and Humans Feel Like
Machines: Antecedents of Anthropomorphism and Consequences of Dehumanization
Room: Citrus Room
Chair: Donna Hoffman, George Washington University, USA
Knowledge About a Product’s Creator and Its Effect on Product Anthropomorphism
Pankaj Aggarwal, University of Toronto, Canada
Valerie Folkes, University of Southern California, USA*
This research proposes a novel antecedent of product anthropomorphism: the association of the product with its human creator. We
propose that knowledge about the person who created the product results in the transfer of the creator’s essence to the product. Once
the creator is seen as residing in the product, the product is imbued with humanness. Three studies test this effect and show that the
effect occurs when the creator is person rather than a company and when the creator has fundamentally human traits.
Anthropomorphism From Self-Extension and Self-Expansion Processes: An Assemblage Theory Approach to Interactions
Between Consumers and Smart Devices
Donna Hoffman, George Washington University, USA*
Tom Novak, George Washington University, USA
Hyunjin Kang,
We use an assemblage theory framework to evaluate anthropomorphism experiences from self-extension and self-expansion processes
when consumers and smart devices interact. Results show that overall, anthropomorphism is greater when the consumer has less
compared to more control. Additionally, device complexity moderates whether anthropomorphism occurs through a self-extension or
self-expansion processes. For devices that the consumer has the capacity to effect (self-extension), anthropomorphism is greater for
simple compared to complex devices. For devices that have the capacity to affect the consumer (self-expansion), anthropomorphism is
greater for complex compared to simple devices.
When Humans Feel Like Machines: The Impact of Mechanic Dehumanization on Food Consumption
Andrea Weihrauch, Katholieke University Leuven, Belgium*
Szu-Chi Huang, Stanford University, USA
In an effort to fight obesity and educate consumers of how human body functions, public policy materials often compare the human
body to machines to demonstrate the mechanics of food consumption (i.e., food as input, waste and calories burnt as output). This
form of “mechanistic dehumanization” has been shown to activate mechanistic processing (a causal/input-output-based cognitive
modality). We show that while people with high health self-control respond favorably to “humans-as-machines” stimuli and
consequently make healthier food choices, the same stimuli could backfire among those with low health self-control, because they
perceive mechanic processing to be unfeasible.
5.2 Symposium: Time and Affect
Room: Glades Room
Chair: Evan Weingarten, University of Pennsylvania, USA
The Revision Bias: Preferences for Revised Experiences Absent Objective Improvement
Leslie John, Harvard Business School, USA*
Michael Norton, Harvard Business School, USA
Many authors (academic and otherwise) have felt that although critics and reviewers preferred revised versions of their work, the
original version was the better product – that reviewers preferred the revision simply because it was revised, rather than improved. In
three experiments, we offer empirical evidence of this “revision bias”: people prefer experiences and products that have been revised
over time, regardless of whether newer versions are objectively better than their predecessors.
Enjoying the Unexpected: Prior Uncertainty Improves Hedonic Experiences
Anna Paley, New York University, USA*
Tom Meyvis, New York University, USA
Robyn LeBoeuf, WUSTL, USA
Leif Nelson, Berkeley, USA
Although uncertainty is typically described as aversive, previous research indicates that the state of uncertainty in positive domains
may be experienced as pleasurable. The current research examines the consequences of already resolved uncertainty and demonstrates
that prior uncertainty can make experiences more enjoyable, even after all the information about the experience has been revealed.
Across experiences with music and food, this effect is driven by the surprising recognition of familiar but not specifically expected
stimuli.
Duration Consideration
Kristin Diehl, University of Southern California, USA
Evan Weingarten, University of Pennsylvania, USA*
Gal Zauberman, Yale University, USA
Duration neglect is a classic finding: after controlling for peak and end affect, duration plays only a small, if any, additive role in
retrospective evaluations of experiences. However, people may consider duration indirectly, such that duration affects perceptions of
peak/end intensity, which subsequently alter experiential evaluations. We present nine studies (N > 3000) in which participants listen
to longer and shorter aversive sounds and provide moment-to-moment and global evaluations. We consistently replicate duration
neglect, but we also show that duration has an indirect effect on evaluations by intensifying how people experience peak and end, both
of which then affect evaluation.
When Variety Among Activities Increases Happiness
Jordan Etkin, Duke University, USA*
Cassie Mogilner, University of Pennsylvania, USA
Does variety increase happiness? Five studies examine how the variety among consumers’ activities affects their subsequent
happiness. These studies demonstrate that variety often makes people happier, but not always. Over longer time periods (such as a day
or longer), spending time on more varied activities does lead to greater happiness; however, over shorter time periods (such as 10
minutes, 30 minutes, or an hour), variety instead decreases happiness. This reversal stems from consumers’ resulting sense of
engagement and productivity during that time. Together, these studies empirically confirm that “variety is the spice of life” – but not
of any given hour.
5.3 Individual Papers: Consumption
Room: Jasmine Room
Authentic Objects as Substitutes for Human Connection
George Newman, Yale University, USA
Rosanna Smith, Yale University, USA*
A number of studies suggest that perceptions of authenticity have an important effect on consumer behavior. However, far less is
known about the antecedents to this process. The current studies provide the first demonstration that the valuation of certain authentic
objects (e.g., celebrity memorabilia, original artwork) seems to be importantly related to people’s more fundamental need to form and
maintain social connections. Specifically, we demonstrate that individual differences in the need to belong as well as direct
manipulations of social rejection lead to greater interest in consuming objects that have had contact with valued others.
Motivated Memory Transaction: The Effects of Sharing Consumption Experiences with Others
Li Huang, University of South Carolina, USA*
Priyali Rajagopal, University of South Carolina, USA
Identity-relevant memories are precious possession motivating people to protect them. Results from five studies show that consumers
may transact identity-relevant memories to a collective memory system after social sharing and such memory transaction can lead to
individual memory decay.
Perceptual Difficulty Increases Indulgence
Aekyoung Kim, Rutgers University, USA*
Saerom Lee, University of Texas at San Antonio, USA
Though perceptual fluency typically enhances product attitudes, we find that this is not always true, especially for products that are
vices. Five studies demonstrate that perceptual difficulty increases indulgent food consumption—both for real choice and intention to
consume a vice (vs. virtue). This is because disfluent stimuli encourage consumers to focus on visualizing the hedonic pleasure of
consuming the vice. This research makes theoretical contributions to the literature on processing fluency and self-control, as well as
provides managerial insights as to how marketers can better manage their brands, ads, package designs, and in-store display of
products.
Pleasure as an Ally of Healthy Eating? Contrasting Visceral and Epicurean Eating Pleasure and their Association with Portion
Size Preferences and Wellbeing
Yann Cornil, University of British Columbia, Canada*
Pierre Chandon, INSEAD, France
We develop and test a scale measuring Epicurean eating pleasure tendencies and show that, unlike traditional conceptualizations of
eating pleasure, they are associated with eating moderation and higher well-being. We argue that ‘moralizing’ about food pleasure
should give way to a more holistic, positive role for pleasure.
5.4 Individual Papers: Better Living through Psychology
Room: Palm Room
Banking Happiness
Ali Faraji-Rad, Nanyang Technological University, Singapore*
Leonard Lee, National University of Singapore, Singapore
When people anticipate encountering a future sad event, they are more likely to choose to expose themselves to positive stimuli—that
is, they bank happiness. This decision is consistent with the attempt to accumulate happiness to enhance one’s ability to face the
anticipated sadness later. Accordingly, people bank happiness because of the lay belief that happiness is a resource that can be
accumulated and consumed later. The strength of this lay belief as well as people’s dispositional future (vs. present) orientation predict
their tendency to bank happiness, but not their propensity to repair their negative moods after actually experiencing sadness.
The Janus Face of Ideal Self-Congruence: Self-Enhancement versus Emotional Distress
Daniela Herzog, University of Bern, Switzerland*
Lucia Malär, University of Bern, Switzerland*
Harley Krohmer, University of Bern, Switzerland
Wayne Hoyer, University of Texas at Austin, USA
Aspirational branding strategies that emphasize a brand personality tailored to consumers’ ideal self (ideal self-congruence) have
gained attention among researchers and practitioners. However, there is initial evidence that such strategies may have negative
consequences for consumers’ well-being. This research examines how, why, and when ideal self-congruence affects consumers. We
demonstrate that ideal self-congruence both leads to positive reactions (by increasing attitude towards the brand through anticipated
self-enhancement feelings) and negative reactions (by increasing negative self-conscious emotions through brand envy). The negative
reactions, however, not always occur, they interact with ideals communicated by the brand (agentic versus communal) and
self-discrepancy.
Do Dieters Regret Unhealthy Consumption? The Effect of Behavioral Regulation Goals on Consumption Regret
HaeEun Helen Chun, Cornell University, USA*
Manoj Thomas, Cornell University, USA
How does behavioral regulation influence consumption regret? Across three studies, we find that while behavioral regulation goals
(e.g., motivation to quit smoking, diet goals) increase anticipated regret before an unhealthy behavior, it has little impact on
experienced regret after the behavior. The spontaneous reduction of experienced regret occurs because of the defensiveness about
one’s self-image; thus, affirming self-worth reduces the discrepancy between anticipated and experienced regret caused by behavioral
regulation. These results offer new insights into the detrimental role of the defensive regret regulation in perpetuating unhealthy
behaviors.
Impatient to Achieve or Impatient to Receive: How the Goal Gradient Effect Underlies Time Discounting
Oleg Urminsky, University of Chicago, USA*
Indranil Goswami, University of Chicago, USA
Prior research has often confounded goal gradient effects and time discounting. We separate the timing of goal completion and
reward receipt in order to separately measure goal gradient and time discounting effects. We observe separate and disassociated large
goal gradient and small time discounting effects. Goal gradient effects (impatience to achieve, rather than receive an outcome)
provide a partial, but substantial, explanation of time discounting and, consequently, can inflate estimated discount rates.
5.5 Individual Papers: In limbo: Influencing performance and decisions
Room: Sabal Room
Social Exclusion and Reliance on Feelings versus Reasons in Persuasion
Fang-Chi Lu, Korea University, Korea*
Jayati Sinha, Florida International University, USA*
This research explores how social exclusion influences relative reliance on affect versus cognition in judgments and decisions, and its
implication for persuasion. Findings from four studies suggest that (1) socially excluded people are more likely to rely on feelings (vs.
reasons) in decisions and prefer feeling-based persuasive messages, and (2) self-regulatory resource depletion mediates the social
exclusion effect on feeling-based processing.
Time Units and Patience
Rafay Siddiqui, University of South Carolina, USA*
Ashwani Monga, Rutgers University, USA
Eva Buechel, University of South Carolina, USA
An intertemporal choice involves a smaller-sooner (SS) versus a larger-later (LL) reward, with wait time separating the two. We
investigate an interactive effect of wait time units (large vs. small) and reward type (hedonic vs. utilitarian) on patience for the LL
option. We show that using larger time units to express wait time can boost patience, but only when the rewards are hedonic rather
than utilitarian. This is because the effect of units on wait time perception is contingent on the nature of the reward.
Performance-Enhancing Social Contexts: When Sharing Predictions About One’s Performance Is Motivating
Keri Kettle, University of Miami, USA*
Gerald Häubl, University of Alberta, Canada
Isabelle Engeler, University of St. Gallen, Switzerland
In two field experiments conducted at long distance running races, we examine how sharing a prediction influences consumers
predicted and actual performance. Sharing a prediction leads non-expert (expert) runners to make more ambitious predictions and
perform better when they expect that their outcomes will be private (shared with others).
Sadness Reduces Decisiveness
Beatriz Pereira, Iowa State University, USA*
Scott Rick, University of Michigan, USA
Sadness makes people feel uncertain about relevant outcomes and coping abilities. These uncertainty appraisals can spill over to
unrelated domains, reducing decisiveness. In four experiments, we found that sadness increased choice deferral, reduced the
commitment to a single course of action, and delayed purchase decisions, even when hesitation was costly. Supporting our process
explanation, we also found that anger (a negative emotion that is not associated with a sense of uncertainty) did not reduce
decisiveness, and that perceived choice difficulty mediated the effect of sadness on indecisiveness.
Break
9:30 am - 9:45 am
Grand Palm Col. West
PLENARY SESSION 2 – Michael Platt, University of Pennsylvania
9:45 am - 10:45 am
Tarpon/Sawyer/Long
Break
10:45 am - 11:00 am
Grand Palm Col. West
Session 6
11:00 am - 12:15 pm
6.1 Symposium: Judging Authenticity from Prosocial Gestures
Room: Citrus Room
Chair: Rachel Gershon, Washington University, USA
Getting Credit for CSR: When Money Doesn’t Talk
Rachel Gershon, Washington University, USA*
Cynthia Cryder, Washington University, USA
There are many reasons for corporations to donate to charity, but one key motivation is gaining charitable credit to engender good will
among customers. We hypothesize that consumers ascribe charitable credit differently for corporations versus individuals. In a series
of experiments, we find that consumers grant corporations less credit for donating money than for donating tangible goods, whereas
the opposite pattern holds true for individual donors. Our results suggest that consumers value authentic motives for corporate
donations, and view corporate donations of tangible goods (vs. money) as fundamentally more authentic.
When Payment Undermines the Pitch: On the Persuasiveness of Pure Motives in Fundraising
Alixandra Barasch, University of Pennsylvania, USA*
Deborah A. Small, University of Pennsylvania, USA
Jonathan Z. Berman, London Business School, UK
Incentives sometimes backfire—decreasing motivation in prosocial tasks. We demonstrate an additional channel through which
incentives can be harmful. When advocating for a cause, incentivized individuals are perceived as less sincere and are ultimately less
effective in persuading others to donate. Further, the negative effects of incentives hold only when the incentive implies a selfish
motive; advocates who are offered a matching incentive perform just as well as those who are not incentivized. Thus, incentives affect
prosocial outcomes in ways not previously investigated: by crowding out individuals’ sincerity of expression and their ability to gain
support for a cause.
Same Wrong, Different Restitution? Heightened Sensitivity to Inequity in the Context of Apology
Emily Rosenzweig, Tulane University, USA*
Clayton Critcher, University of California Berkeley, USA
The rise of customer loyalty programs means people have become accustomed to inequitable treatment, seeing ‘more valuable’
customers receive privileges that they do not. However businesses use loyalty status to allocate more than just perks—companies also
differentially compensate customers who they have inconvenienced or mistreated. In five studies we demonstrate that the generally
negative evaluations that attach to being treated inequitably by a company are significantly exacerbated when that inequity is part of
an apology for its wrongdoing. This stems from the fact that inequitable compensation violates an unspoken norm of equity embedded
in our expectations of apologies.
The Forest for the Trees: Overhead Aversion and Cause Involvement
George E. Newman, Yale University, USA*
Adam Schniderman, Texas Christian University, USA
Kyle Sevel, Yale University, USA
Existing research has established that individuals are highly sensitive to the amount of overhead in charitable fundraising (i.e., money
spent on administrative and fundraising expenses). But who is more concerned about the amount of overhead—individuals who are
deeply committed to the cause or individuals who are less committed? Four studies demonstrate that individuals who are more
committed to the cause are in fact, accepting of higher levels of overhead. This effect appears to arise from differences in the degree of
rational versus emotional processing, which in turn, enhances individuals’ focus on the ultimate outcomes for the charity.
6.2 Symposium: Experiencing experiences: Great strategies for designing, purchasing, and
enjoying experiences
Room: Glades Room
Chair: Miranda Goode, Ivey Business School, Canada
Designing a Hybrid Experience: The Effect of Experience Structure and Similarity on Preferences
Juan Wang, University of Ontario Institute of Technology, Canada*
Miranda Goode, Ivey Business School, Canada
June Cotte, Ivey Business School, Canada
Imagine booking a volun-tour, a trip involving volunteering and sightseeing. Would you prefer sightseeing after completing the
volunteer activities or to alternate among sightseeing and volunteering throughout the trip? We examine how the design of a hybrid
experience (like a volun-tour) impacts preferences. In five studies, we show that an alternating (e.g., sightseeing –
volunteering–sightseeing–volunteering) versus a sequential design (e.g., volunteering–volunteering–sightseeing–sightseeing) enhances
perceived benefits and preference for a hybrid experience. We also find that the similarity of the constituent experiences (e.g.,
sightseeing and volunteering) can elevate or diminish the beneficial effect of an alternately designed experience.
The Material-Experiential Asymmetry in Present Bias: Why Material Items Lead to Less Present Bias
Joseph Goodman, Washington University, USA*
Selin Malkoc, Washington University, USA
Mosi Rosenboim, Ben Gurion University, Israel
A robust finding in the intertemporal choice literature is present bias (a.k.a. hyperbolic discounting), which refers to declining rate of
discounting as the delay gets longer. Studies to date have mainly used money as the outcome to be discounted and implicitly assumed
that how the money is spent would not be consequential. In five studies, we show that outcomes matter, such that material items
show significantly attenuated present bias compared to money and experiential purchases. We further demonstrate that this is due to
material items being consumed over time compared to experiential purchases that are consumed in a single episode.
Enhancing Consumption Enjoyment in Real Time: An Intriguing Upside of Savoring the Future
HaeEun Helen Chun, Cornell University, USA*
Kristin Diehl, University of Southern California, USA
Deborah MacInnis, University of Southern California, USA
We propose savoring a future consumption experience as a driver of maximizing consumption enjoyment. Across five studies, we find
that the act of savoring, which can be induced by various marketing tactics, heightens actual consumption enjoyment of the previously
savored experience, both in real time and retrospectively. We identify two mechanisms through which savoring can have this effect
and find that savoring also buffers against situations in which outcomes are less enjoyable than expected.
Does Taking Photos Get in the Way? - The Effect of Photo-taking on the Enjoyment of Experiences
Alixandra Barasch, University of Pennsylvania, USA
Kristin Diehl, University of Southern California, USA*
Gal Zauberman, Yale University, USA
Photo-taking as part of experiences has become ubiquitous, yet we do not know whether taking photos will enhance or degrade
experiences. Across two field and four lab experiments, we find that photo-taking enhances engagement in and enjoyment of positive
experiences unless photo-taking overly interferes with the experience itself.
6.3 Individual Papers: Self and other-perspective in gifting, consuming, and advising
Room: Jasmine Room
All I Want Is to Make You Smile – Why Gift Givers Don’t Give What Recipients Want The Most?
Adelle Yang, The University of Chicago, USA*
Oleg Urminsky, The University of Chicago, USA
Gift-givers don’t always give what recipients want the most. Prior research suggests this is due to givers’ failure to predict recipients’
preferences. However, we propose and find that a common mismatch between gift choices and recipients’ preferences arises from a
giver-recipient motive discrepancy: while recipients aim to maximize their overall benefits, givers aim to induce positive affective
reactions (e.g., a smile) from recipients. Moreover, attributes that promote recipients’ display of affective reactions are often not the
same attributes that maximize recipients’ overall welfare. We test the theoretical moderators, mediator, and consequences of this
mismatch in a series of ten studies.
Better Gifting Through ‘Companionizing’: How to Improve Gifts and Create Stronger Bonds with Gift-Recipients
Evan Polman, University of Wisconsin-Madison, USA*
Sam Maglio, University of Toronto, Canada
How can people give better gifts? Evidence that speaks to this question remains elusive. Here, we offer a practical solution that people
can use to enhance their gifts. We integrate diverse research streams – gift-giving, sharing, interpersonal closeness – to investigate a
type of sharing that we refer to as “companionizing” whereby givers gift something that they also buy for themselves. In four
experiments (across a range of gifts), our investigation found evidence for “companionizing;” its boundary conditions (two
moderators); and its underlying process (feeling of closeness). In all, our work offers an easy-to-use prescription to boost the likability
of gifts.
Consuming Together Makes the Heart Grow Fonder: Selfishness and Sacrifice in Joint Consumption Decisions
Ximena Garcia-Rada, Harvard Business School, USA*
Lalin Anik, University of Virginia, USA
Dan Ariely, Duke University, USA
Across six studies, we investigate how consumers in relationships make decisions in joint consumption situations, weighing altruistic
and selfish options. Using a new paradigm involving an updated economic game, we find that consumers are often altruistic when
choosing for joint consumption occasions compared to sharing money or making food choices on behalf of others for independent
consumption. We demonstrate that joint consumption decisions are unique, involving both the consumption of the outcome (e.g., the
food) and the experience (e.g., eating together).
Endorsing Help For Others That You Oppose For Yourself: Mind Perception Guides Support for Paternalism
Juliana Schroeder, University of California Berkeley, USA*
Adam Waytz, Northwestern University, USA
Nicholas Epley, University of Chicago, USA
We propose that support for paternalistic aid depends in part on people’s subtle inferences about the mental capacities—self-control
and rationality—of those being helped. Consistent with this hypothesis, people believed that paternalistic policies would be more
effective for others than for themselves because others seemed less mentally capable (Experiment 1). Donors likewise preferred to
give more paternalistically (i.e., donating food versus money) to charity recipients who seemed less mentally capable (Experiments
2-4). Making people aware of their own self-control failures made them more receptive to paternalism (Experiment 5). Endorsement
of paternalism depends on inferences about targets’ minds.
6.4 Individual Papers: Malleable Attitudes
Room: Palm Room
Positively Useless: Irrelevant Negative Information Enhances Positive Impressions
Meyrav Shoham, Technion - Israel Institute of Technology, Israel*
Sarit Moldovan, The Open University of Israel
Yael Steinhart, Tel Aviv University, Israel
This research explores how the impact of irrelevant information may be altered by cues such as its valence. We suggest that a
negatively framed unhelpful review can improve product evaluations. We argue that the inclusion of such a review in a set of positive
reviews leads consumers to believe that a product has no real flaws, thus boosting the value and impact of the positive information
(reviews) and leading to more positive evaluations. Five studies demonstrate this effect compared to when the unhelpful review is
presented with a positive rating or not included.
How Reminders of Sunlight Affect Men’s Attitude towards Luxury Products
Mohammed El Hazzouri, Mount Royal University, Canada*
Kelley Main, University of Manitoba, Canada
Donya Shabgard, University of Manitoba, Canada
Research on evolutionary psychology has established that men buy luxury products to attract mates especially when primed with
mating motivation. Lacking from the literature is an investigation of how nature related variables influence mating motivations and
preference for luxury products. Our research examines the effect of reminders of sunlight on men’s preference for luxury products.
Results of three experiments show that when reminded of sunlight men become more sexually motivated and show higher preference
for luxury products.
The echo effect: Sharing one’s opinion about a product can influence one’s own attitudes
Ishani Banerji, University of Texas at San Antonio, USA*
Shuoyang Zhang, University of St. Thomas, USA
Eliot Smith, Indiana University, USA
Previous research on word-of-mouth (WOM) effects has primarily focused on attitude changes in WOM recipients. Complementary to
this approach, we focus on WOM communicators and find evidence for the Echo Effect across five experiments. Communicators’
attitudes, recall and purchase likelihood become aligned with the WOM recipient’s attitude by sharing WOM messages and the
mechanism driving the effect lies in the extent to which the communicator attempts to take into account the WOM recipient’s attitude.
These studies make an important contribution to the existing literature because they suggest that WOM communication is more than
just a transfer of information from one person to another, but rather an ongoing dynamic social process with the potential for
significant bidirectional influence.
How Choice Overload Leads us to Succumb to Temptation
Julie Verstraeten, Ghent University, Belgium*
Maggie Geuens, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Counter to current academic belief that consumers’ choices will be more ‘virtuous’ in overload than in smaller assortments, this paper
reveals that choice overload in food assortments renders consumers prone to succumb to temptation. Four studies demonstrate that
consumers are more inclined to choose a vice over a virtue in overload than in smaller assortments. We show that this is because in
overload assortments (1) product agnosia attenuates the need for justification and (2) consumers’ choices become less rational.
Moreover, we show that maximizers – counterintuitively – are more prone to fall prey to this adverse overload-effect.
6.5 Individual Papers: Others, Self, and the Mysterious
Room: Sabal Room
The Bounded Self: Effects of Product-Ownership Induced Identity Activation on Product (Un)Related Task Performance
Jaeyeon Chung, Columbia Business School, USA*
Gita V. Johar, Columbia Business School, USA
Building on the psychological ownership literature and excitatory and inhibitory self-categorization theory, five experiments
demonstrate that psychological ownership activates a product-relevant aspect of the self in consumers’ mind, which in turn,
momentarily deactivates the representation of product-irrelevant selves. Deactivation of product-irrelevant selves is observed in
consumers’ performance impairment in product-irrelevant (vs. relevant) tasks. Consistent with our process explanation regarding the
role of identity-activation, consumers with low (vs. high) self-concept clarity are more susceptible to such performance impairment.
Knowledge is Power: the Effect of Demystification on Consumption Experience
Taly Reich, Yale University, USA
Ernest Baskin, Saint Joseph's University, USA*
In a series of four studies, we examine the effect of knowing how an experience is structured on consumption experience. We find that
knowing an experiences’ structure amplifies its affective consequences. In particular, it increases the enjoyment of positive
experiences and can increase negative affect for negative experiences. This increased intensity is driven by seeking out the structure of
the experience, which results in feeling more of an active participant in the experience. We establish feelings of expertise as a
boundary condition of our effect and also explore the behavioral consequences of intensifying the experience.
A Brand “Like Mom Used to Make”: Exploring the Effect of Activating Interpersonal Relationship Schemas on Consumer-Brand
Relationships
Mansur Khamitov, PhD Candidate, Ivey Business School, Western University, Canada*
Allison R. Johnson, Ivey Business School, Western University, Canada
Matthew Thomson, Ivey Business School, Western University, Canada
Interpersonal relationship theories have been productively applied to relationship marketing. However, the implicit assumption that
consumer-brand relationships are experienced in the same way as interpersonal relationships has gone largely untested. We test the
proposition that activating interpersonal relationship schemas can change consumers’ perceptions and evaluations of relationships with
brands. Across 4 studies, we show that interpersonal relationship schema activation lowers brand evaluations, which is mediated by
changes in perceived brand reciprocity and brand relationship strength. Thus, we find an important limitation to the applicability of
interpersonal relationship theory in relationship marketing and extend the work on anthropomorphism in branding.
Good or Bad? Exploring Differential Effects of Creativity on Pro-social Behavior
Lidan Xu, University of Illinois at Urbana-Champaign, USA*
Mehta Ravi, University of Illinois at Urbana-Champaign, USA
Prior research reports conflicting findings with respect to the effect of creative engagement on social behavior. Current work attempts
to resolve this inconsistency by proposing that the type of creative thinking consumers engage in can induce contrasting mindsets,
which in turn differentially impact subsequent social behaviors, in particular pro-social behaviors. Across five experiments, we
demonstrate that engaging in divergent creative thinking induces a broadened mindset, which in turn enhances pro-social behavior.
Conversely, engaging in a convergent thinking style induces a narrowed mindset, which in turn diminishes pro-social behavior.
AWARDS AND BUSINESS LUNCHEON
12:30 - 2:00
Garden Courtyard/Banyan Bzwy
Session 7
2:15 pm - 3:30 pm
7.1 Symposium: Conversation Pieces, Shared Experiences, and Gifts: The Impact of
Different Types of Social Consumption on Social Connection
Room: Citrus Room
Chair: Kate Min, Cornell University, USA
Peggy Liu, Duke University, USA
Products as Ice Breakers: The Value of Conversation Pieces
Hillary Wiener, Duke University, USA*
James Bettman, Duke University, USA
Mary Frances Luce, Duke University, USA
Positive social connections are fundamental to human functioning. This research shows how people’s consumption choices can
facilitate the formation of positive social relationships. We find that the products people publically display influence how others
initiate conversations. Specifically, we examine how products facilitate the amount and timing of self-disclosures in these initial
conversations. This is important because prior research has shown that self-disclosure increases liking between people and in turn
enhances relationship development.
When You Shop for Black Toilet Paper with a New Friend: Extraordinary Experiences Foster Intimacy via Perceived
Interpersonal Knowledge
Kate Min, Cornell University, USA*
Soo Kim, Cornell University, USA
Throughout life, individuals share experiences with others. The present research investigates whether there are experiences that are
notably effective at fostering intimacy between individuals in new versus old relationships. Results show that extraordinary (vs.
ordinary) experiences provide such intimacy-fostering benefits. Studies find that such benefits are due to extraordinary experiences
(mis)leading individuals to believe that they acquired more revealing information about the person whom they shared the experience
with. The beneficial influence of extraordinary experiences is particularly pronounced when individuals are in a stage of a relationship
where they are still learning about the other person.
Gift-Giving and Relational Scope: Feasible versus Desirable Gifts Reduce Psychological Distance to the Giver
SoYon Rim, William Paterson University
Tanya Chartrand, Duke University, USA
Kate Min, Cornell University, USA
Yaacov Trope, New York University, USA
Peggy Liu, Duke University, USA*
Although gift-giving is a common form of social exchange, little research has examined the relational consequences. The present
research examines the effects of two gift types (high desirability-low feasibility gifts and low desirability–high feasibility gifts) on
consumers’ relational scope, or the psychological distance giver and recipient. We found that feasible (vs. desirable) gifts led
recipients to contract their relational scope (i.e., feel psychologically closer to givers). Furthermore, this effect occurred because
recipients believe that givers focused more on the low-level (vs. high-level) feature of the gift when choosing a feasible gift, which
requires personalized knowledge about recipient circumstances.
When Doing Good is Bad in Gift-Giving: Mis-Predicting Appreciation of Socially Responsible Gifts
Lisa Cavanaugh, University of Southern California, USA*
Francesca Gino, Harvard Business School, USA
Gavan Fitzsimons, Duke University, USA
This research shows that gift givers mispredict appreciation for socially responsible gifts, and their mispredictions depend on the
nature of their relationship to the recipient. In three studies, we propose and find that givers overestimate how much distant others
appreciate socially responsible gifts because they focus more than recipients on the symbolic meaning of the gift. Critically, givers
have the most to gain from distant others, in terms of strengthened relationship quality by making better gift choices.
7.2 Symposium: The Greater Good: Behavioral Research with Social Value
Room: Glades Room
Chair: Nicole Robitaille, Queens University, Canada
Nina Mazar, University of Toronto, Canada
Setting the Record Straight on Sugary Drink Portion Cap Policies
Grant E. Donnelly, Harvard Business School, USA
Leslie K. John, Harvard Business School, USA*
Christina Roberto, Harvard School of Public Health, USA
Renewed political interest in former NYC Mayor Bloomberg’s mandate to reduce soda consumption prompted us to test a possible
firm response: bundling (i.e., operationalizing size Large by serving two regulation-sized cups). We find such a response to be
synergistic with the policy: bundling caused people to buy less soda.
Nudging to Increase Organ and Tissue Donor Registrations
Nicole Robitaille, Queens University, Canada*
Nina Mazar, University of Toronto, Canada
Claire Tsai, University of Toronto, Canada
Current statistics on organ and tissue donation in North America point to an ever-increasing demand yet inadequate supply of
available donors. In a large-scale randomized control trial, we tested the effectiveness of using behavioral insights to design simple,
cost-effective interventions in order to increase organ and tissue donation rates.
Gain without Pain: The Extended Effects of a Behavioral Health Intervention
Daniel Mochon, Tulane University, USA*
Deepak Patel, Discovery Vitality
Janet Schwartz, Tulane University, USA
Dan Ariely, Duke University, USA
Josiase Maroba, Discovery Vitality
We examine the extended effects of an incentive-based behavioral health intervention that targeted self-control during grocery
shopping. Our results show positive persistence of the intervention, and no negative substitution effects or effects on customer loyalty.
These results offer some reassurance that unintended negative consequences of some interventions may be overstated.
From Garbage to Gift: ‘Social’ Recycling Promotes Happiness
Grant E. Donnelly, Harvard Business School, USA*
Cait Poynor Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA
Michael I. Norton, Harvard Business School, USA
We explore the affective benefits of ‘social recycling’ (disposing still useful items with the intention that others will reuse items we no
longer want). Social recycling results in increased positive and reduced negative emotions, because of perceptions that the disposal
choice helped the environment and other people.
7.3 Special Awards Session: SCP Fellow, Early Career and Dissertation
Competition Winners
Room: Jasmine Room
7.4 Individual Papers: Visual Effects in Consumption
Room: Palm Room
Facing Dominance: Anthropomorphism and the Effect of Product Face Ratios on Consumer Preferences
Ahreum Maeng, University of Kansas, USA*
Pankaj Aggarwal, University of Toronto, Canada
This research demonstrates that high width-to-height ratio (fWHR) of product faces leads to the product being perceived as high on
dominance, much like that of human faces. Whereas human faces with more dominant features are less liked, greater perceived
dominance in products leads to greater consumer preference and willingness to pay for such products. We show that these distinct
consequences of the effect of fWHR on dominance occur because people perceive the product faces as part of the self. Perceived
dominance mediates this effect while the types of goal and status signaling ability of the product moderate this effect.
The Visual Minority Effect on Children's Choice Behavior
Michal Maimaran, Northwestern University, USA*
Yuval Salant, Northwestern University, USA
Young children choose the minority option (the option that appears fewest times in the choice-set) in food and non-food choice tasks
when options are visually different. Adults do not show this tendency. Children also favor grapes over crackers when the grapes
become the minority option.
The Impact of Animated Display on Trajectory Visualization
Junghan Kim, State University of New York at Buffalo, USA*
Arun Lakshmanan, State University of New York at Buffalo, USA
This paper shows that animated (vs. static) display of trajectory information (e.g., stock price history) can enhance consumer
perceptions of temporal variations in a key variable (e.g., stock price). We investigate the impact of animated display on consumer
perceptions of trajectory variations in three different contexts: online customer ratings (Study 1), online price-tracking (Study 2) and
stock investing (Study 3). Further, we propose firm age, price discount, and investor goal as substantively relevant moderators that
mitigate or potentially reverse the effect observed in each study, respectively. Overall, this paper extends the literature on consumers’
visual biases in data-based judgments.
Do We Look Like Our Names? Faces Match Given Names
Yonat Zwebner, Wharton Business School, USA*
Anne-Laure Sellier, HEC Paris, France
Jacob Goldenberg, IDC, Israel
Ruth Mayo, Hebrew University, Israel
Do we look like our names? Seven studies suggest exactly that. By looking at an unfamiliar face, people accurately select the person’s
true name among several, significantly above chance level. We reject possible confounds related to the presented names and find that
the face-name match is beyond socioeconomic cues because participants can identify the correct name of twins. We find the
face-name match to be culture-dependent and the underlying mechanism is one of a self-fulfilling prophecy, as name usage is found to
be essential. The different levels of fit between a salesperson/ spokesperson’s face and name may suggest new consumption
implications.
7.5 Individual Papers: Cognitive processes in judgment and decision-making
Room: Sabal Room
(Emotional) Reference Point Formation: An Eye-Tracking Experiment
Milica Mormann, University of Miami, USA*
Luke Nowlan, University of Miami, USA
Reference points influence investor behavior because financial outcomes are coded as gains or losses relative to the reference point,
yet it is not clear how reference points are formed or “how multiple reference points compete and combine” (Kahneman 1992).
Further, it is not known how incidental emotions influence reference point formation. Using eye-tracking in a stock market task, we
show that people mostly consider the purchase and current stock price, rather than historic highs and lows, when they form their
reference points. In addition, we show that incidental emotions affect how people allocate attention to financial information, which
also affects reference point formation.
Risk is Weird: The Weirdness of Risky Transactions Causes 'Risk' Aversion
Robert Mislavsky, University of Pennsylvania, USA*
Uri Simonsohn, University of Pennsylvania, USA
What causes risk aversion? Here we propose a novel explanation: transactions involving risky prospects tend to be “weird,” containing
unfamiliar, unexplained, or unusual characteristics, which the riskless counterparts do not, and people are weirdness averse. We report
results from five experiments relying on the uncertainty effect paradigm, where valuations of binary gambles are compared to
valuations of their worst outcome. We manipulate risk and weirdness independently and observe that the impact of weirdness is of the
same order of magnitude of, and in many cases accounts for the entirety of, the effect previously attributed to uncertainty.
Beyond Cognitive Control: Affective Forecasting and Self-Regulatory Success
Hristina Nikolova, Boston College, USA*
Cait Lamberton, University of Pittsburgh, USA
In the present research, we argue that differences in affective forecasting accuracy predict hedonic choices such as food consumption
and time allocation more accurately than do underlying differences in trait self-control. Further, we find that misprediction of hedonic
affect – but not the self-conscious affect often linked to self-control failures - explains consumption. Importantly, this research
suggests that simple debiasing strategies may correct misprediction, and thus, increase restraint.
Is it more rational to say “no”?: How choosing versus rejecting alternatives affects information processing
Tatiana Sokolova, University of Michigan, USA*
Aradhna Krishna, University of Michigan, USA
This research looks at the effect of task type (choice versus rejection) on decision-making. We propose that changing the task from
choice to rejection makes people less prone to rely on the heuristic-based System 1 processing, and more likely to use the deliberative
System 2 processing. We demonstrate that switching from choice to rejection mitigates the effects commonly attributed to the
affect-laden and heuristic-based System-1 (Study 1A to Study 3). At the same time, introducing cognitive load (Study 4) and inducing
feeling-based processing (Study 5) makes rejection decisions more similar to those observed in choice.
SCP ADVISORY PANEL MEETING
3:00 pm - 5:00 pm
Snowy Egret
Break
3:30 pm - 3:45 pm
Grand Palm Col. West
Session 8
3:45 pm - 5:00 pm
8.1 Symposium: (Don’t) Fear the Reaper: Mortality Salience as a Driver of Consumer
Behavior
Room: Citrus Room
Chair: Gergana Nenkov, Boston College, USA
Thinking about Death Increases Preference for Material Consumption
Gülen Sarial-Abi, Bocconi University, Italy
Veena Kondaveeti, University of Minnesota, USA*
Kathleen Vohs, University of Minnesota, USA
Ryan Hamilton, Emory University, USA
This paper investigates the effect of mortality salience on the relative preferences for material goods and experiences. We find that
death reminders reverse the previously documented preference for experiences over material goods. In the event of death reminders,
our findings indicated not only greater desire to purchase material goods but also greater positive attitudes towards material purchases
already made. A field experiment further revealed how material goods serve as better buffers than experiences against the meaning
threats caused by death reminders.
Solving the Annuity Puzzle: The Role of Mortality Salience in Retirement Savings Decumulation Decisions
Linda Salisbury, Boston College, USA
Gergana Nenkov, Boston College, USA*
We propose mortality salience – increased accessibility of death-related thoughts – as one previously unexplored explanation for the
annuity puzzle, the low rate at which retirees buy annuities even though economists recommend annuities as an optimal decision.
Across four studies we show that mortality salience decreases annuity choice rates. By forcing consumers to consider their own death,
the annuity decision makes mortality salient, motivating them to avoid this option as a proximal defense against the death-related
thoughts triggered by considering an annuity. This research helps to inform the increasingly complex financial decision making tasks
facing individuals as they navigate the retirement savings decumulation process.
Understanding the Quantified Self: Effects of Self-Tracking on Mortality Salience and Health Motivation
Martin Mende, Florida State University, USA
Maura Scott, Florida State University*
Gergana Nenkov, Boston College, USA
Propelled by an explosion of digital technologies, millions of consumers monitor the intricacies of their lives, using wearable devices,
smart phones, and corresponding apps to track themselves, a trend often referred to as the “quantified self” movement. This research
identifies a potentially unforeseen consequence of self-quantification – increased mortality salience, or accessibility of thoughts
related to one’s death. We propose that exposure to a self-tracking device has the unintended consequence of increasing the salience of
death-related concerns, which has a positive effect on consumers’ health motivations, a boost that serves as a defense against the threat
posed by mortality salience. We further show that anthropomorphizing one’s tracking device eliminates these effects.
Improving Evacuation Compliance Through Personal Control
A. Selin Atalay, Frankfurt School of Finance and Management, Germany*
Margaret Meloy, Pennsylvania State University, USA
Emergency management agencies and policy makers often ask: Why do individuals refuse to evacuate when emergency evacuations
are mandated during life-threatening natural disasters? In two experimental studies, we establish that when mortality becomes salient a
need for control is instantiated and this makes following the directive to evacuate relatively less appealing. If, however, individuals are
allowed to meet their need for control while in the process of making an evacuation decision, the likelihood of evacuating increases.
More specifically, if individuals are given a choice of shelter location, they are more likely to comply with evacuation orders.
8.2 Symposium: Marketing Actions that Change Behavior
Room: Glades Room
Chair: Kristen Duke and Alicea Lieberman, University of California San Diego, USA
Norm Inferences: The Hidden Influence of Pricing Structure
Kristen Duke, University of California San Diego, USA*
Alicea Lieberman, University of California San Diego, USA
On Amir, University of California San Diego, USA
Consumers are exposed to countless monetary incentives framed as either discounts or surcharges. Several explanations, including
loss aversion, support surcharges as more powerful motivators. We propose a novel factor drives this disparity: consumers infer
stronger norms under surcharges than under discounts. Relative to discounts, surcharges lead to: 1) higher estimated behavioral
conformity, 2) stronger norm-related emotions, and 3) higher behavioral intention, even when the surcharge is half the value of the
discount. Thus, a subtle nudge in the form of incentive framing can allow marketers to harness the power of social norms to change
behavior.
Reducing Credit Card Delinquency via Automated Phone Messaging
Nina Mazar, University of Toronto, Canada*
Dan Ariely, Duke University, USA
Credit card delinquency is costly to individual and economic wellbeing. To reduce delinquency, credit card companies initially make
use of outbound interactive voice response (IVR) calls – a cost-efficient, large-volume communication tool that acts as simple
payment reminder. In a large-scale randomized control trial ran over nine months with over half a million calls, we tested five
variations to a standard IVR message in the field. We found that creating a sense of urgency, targeting debt literacy, and helping
customers to form implementation intentions substantially decreased delinquency as well as the time to become non-delinquent.
When Product Referrals Backfire: The Unintended Consequences of Asking Consumers to Refer Your Product
Lauren Cheatham, Stanford University, USA*
Zakary Tormala, Stanford University, USA
Consumer product and service referrals are an increasingly important feature of the marketing landscape. In two studies, we examine
the effect of requesting a customer referral on the persuasiveness of the referrer’s advocacy. Compared to a no-request control, we find
that requesting referrals after thanking customers for their business undermines referrers’ advocacy. Consumers explicitly asked to
refer wrote less in a subsequent message intended for a friend. Moreover, when the messages were read by a new set of potential
customers, they were rated as less persuasive when they were generated by requested rather than unrequested referrers.
Only One Left – I’ll Fight you for It!: Scarcity Promotion Advertising and Aggressive Behavior
Kirk Kristofferson, Arizona State University, USA*
Brent McFerran, Simon Fraser University, Canada
Andrea Morales, Arizona State University, USA
Darren W. Dahl, University of British Columbia, Canada
Marketers frequently use scarcity promotions, where a product or service is limited in either quantity or is promoted for a limited time.
However, each year violent incidents between consumers are reported on Black Friday and other shopping-crazed events. This
research shows that the mere exposure to scarcity promotion advertising can activate actual aggression even outside the consumption
domain. Further, exposure to scarcity promotion advertising prompts consumers to perceive other consumers as potential threats to
obtaining a desired product. This threat, in turn, is shown to drive aggression towards others.
8.3 Individual Papers: External influences on consumer behavior: environment, society,
and framing
Room: Jasmine Room
An Organized Plate Leads to More Indulgence
Aekyoung Kim, Rutgers University, USA*
Saerom Lee, University of Texas at San Antonio, USA
How does orderliness of the food arrangement influence consumers’ food consumption? Five studies demonstrate that an orderly (vs.
disorderly) food arrangement can increase consumption of vices (i.e., unhealthy but indulgent food) but not virtues. By examining
both real food consumption and intention to consume a vice (vs. virtue), we demonstrate that an orderly arrangement increases
consumer preference for vices by reducing consumers’ desire for control. This research provides theoretical and managerial insight
regarding the effect of food presentation and arrangement on consumer preference for vices and virtues.
An upbeat crowd: The effect of social density and instore music tempo on retail sales
Klemens Knöferle, BI Norwegian Business School, Norway*
Vilhelm Camilus Paus, Norges Varemesse
Alexander Vossen, BI Norwegian Business School
We examine the interactive effect of social density (i.e., number of shoppers / store size) and instore music on the sales performance of
retail stores. Analyzing actual sales data obtained in a large-scale field experiment, we find that social density has an inverted
u-shaped effect on individual customer sales. This effect is moderated by instore music tempo, as fast instore music mitigates the
negative effect of high social density. Consequently, and in contrast to previous findings, our results speak for the favorable character
of fast instore music, as compared to slow and no music, especially when social density is high.
The Role of Expertise in the Emergence of Minority Influence
Joshua Clarkson, University of Cincinnati, USA*
Riley Dugan, University of Dayton, USA
Research on social influence outlines the conditions under which the statistical majority and minority demonstrate a persuasive
advantage. The present research examines the importance of the social knowledge signaled by these distinct sources (i.e., normative
adherence versus innovative thought). In particular, we posit that the majority position signals reliance on the socially-accepted
position, whereas the minority position signals reliance on an alternative to the socially-accepted position. Moreover, we predict that
novices and experts are heavily influenced by the majority and minority positions, respectively, due to a perceived similarity with the
influencing position. Three experiments support these hypotheses.
Framing Choice as an Opportunity Encourages Situational Attribution
Ernest Baskin, Saint Joseph's University, USA*
Nathan Novemsky, Yale University, USA
Ravi Dhar, Yale University, USA
Framing a choice as an opportunity increases the tendency to attribute choices to the situation rather than disposition thereby
decreasing the diagnosticity of a choice for one’s self-concept. This increases preference for negative self-concept options (e.g. vices)
and decreases preference positive self-concept items (e.g. virtues).
8.4 Individual Papers: Consumption, Decisions, Judgments and Construal Over Time
Room: Palm Room
The Value of Nothing: Asymmetric Attention to Opportunity Costs Drives Intertemporal Decision Making
Daniel Read, University of Warwick, United Kingdom
Christopher Y. Olivola, Carnegie Mellon University, USA
David J. Hardisty, University of British Columbia, Canada*
Time discounting is partly driven by an asymmetric attention to the opportunity costs of choosing smaller, sooner vs. larger, later
rewards. Seven studies show that highlighting the opportunity costs of choosing smaller, sooner rewards moves people toward more
patient choices, whereas similarly highlighting the opportunity costs of choosing larger, later rewards has no effect. This pattern is
robust to variations in the choice task format, participant population, and incentive compatibility. Moreover, we find people are not
explicitly aware of the effect of highlighting future opportunity costs, yet response time data reveal they do subsequently pay more
attention to these.
The Parenting Mindset: Does Caring For Children Trigger a Focus on the Present or the Future?
Yexin Jessica Li, University of Kansas, USA*
Vladas Griskevicius, University of Minnesota, USA
Kelly Haws, Vanderbilt University, USA
We investigate how the parenting mindset (activation of the parental care motivation system) influences temporal orientation and
financial decisions. Based on research in developmental psychology and family roles, we hypothesize that the parenting mindset leads
women to be present-focused and men to be future-focused. Three studies showed that the parenting mindset leads women to choose
smaller, immediate rewards over larger future rewards when thinking about parenting, while men exhibit the opposite preference.
Construal level mediates this effect, such that the parenting mindset leads to concrete (abstract) construal in women (men), which
increases their present (future) orientation.
The Heterogeneity of an Experience Moderates the Peak Effect in Retrospective Evaluations
Robert Latimer, University of Toronto, Canada*
We demonstrate that increasing the heterogeneity of an experience reduces the impact of the most intense moment of an experience on
retrospective evaluations (peak effect). In Studies 1-3 we manipulate the heterogeneity in style of a set of paintings while controlling
the heterogeneity in valence and the presence of highly enjoyable peaks. In Study 4 we manipulate the perceived heterogeneity of a set
of paintings by inducing global and local processing styles. Our results suggest boundary conditions for the peak effect while
providing evidence for its mechanism.
What is Essential to the Self? The Structure of the Self-Concept
Stephanie Chen, University of Chicago, USA*
Oleg Urminsky, University of Chicago, USA
Daniel Bartels, University of Chicago, USA
We examine which features of identity are central to consumers’ self-concept. We test the hypothesis, inspired by categorization
literature, that aspects of identity that are causally related to other features are more central to the self-concept and more disruptive to
identity when changed. We found evidence for this hypothesis both when 1) subjects reported the causal structure of their self-concept
and made judgments about how changes to features would impact their identity, and 2) when the causal structure of another’s
self-concept was experimentally manipulated. Overall, the results suggest that causal knowledge importantly influences identity
judgments about the self and others.
8.5 Individual Papers: New insights on consumer influence in advertising and retailing
Room: Sabal Room
Do Larger Serving Sizes Lead to Larger Servings? The Effects of Increasing Serving Size on Health Perceptions and Consumption
Chris Hydock, Georgetown University, USA*
Anne Wilson, Georgetown University, USA
Karthik Easwar, Georgetown University, USA
The Food and Drug Administration recently proposed a plan to increase serving sizes on Nutrition Facts Panels on food packages. The
current research demonstrates that consumers view larger serving sizes as more accurately reflective of what they consume. Further,
when foods were presented with larger serving sizes (as opposed to current serving sizes), consumers perceived the foods as less
healthy, estimated that they portioned out more calories even when virtually portioning the same amount of food, and consumed less
actual food. The results suggest that increasing serving sizes on Nutrition Facts Panels will decrease consumption of high calorie
foods.
Scarcity Backfires: When Scarcity Leads to Harder Decision
Yuechen Wu, University of Maryland, USA*
Meng Zhu, Johns Hopkins University, USA
Rebecca Ratner, University of Maryland, USA
This research investigates scarcity’s effect on consumers’ perceived decision difficulty and satisfaction during the decision making
process. We find that when people choose between options for which they have close initial preferences, scarcity backfires by
increasing decision difficulty and decreasing decision satisfaction. Process evidence shows that consumers aroused by scarcity
selectively process cues and pay more attention to the primary attribute to differentiate between alternatives. The disproportionate
attention allocation on primary vs. secondary attributes consequently converges consumers’ preferences when consumers’ initial
preference gap for options is small (vs. large). Preference convergence then leads to higher decision difficulty and lower satisfaction.
The Product-to-Space Ratio Effect: How Space Influences Product Aesthetic Appeal, Store Perceptions, and Product Preference
Julio Sevilla, University of Georgia, USA*
Claudia Townsend, University of Miami, USA
We identify and examine the effect of product-to-space-ratio on consumer response; holding all else constant, consumers perceive
products as more valuable when more space is devoted to their display. In both lab and field studies we find that this phenomenon
influences total sales, purchase likelihood, and even perceived product experience (taste perceptions). Additionally, we show that
these effects are driven by two mechanisms; more space per item increases perceptions of individual products as highly aesthetic as
well as the store as prestigious. We consistently find these effects across a variety of product categories and also rule out competing
alternative explanations.
The Effectiveness of Visual Metaphors in Advertising
Yixia Sun, Ph.D Candidate, The Chinese University of Hong Kong*
Robert S. Wyer, The Chinese University of Hong Kong
Visual metaphor is frequently used in ads to convey a particular attribute of the product. Across four studies, visual metaphor is found
to be more effective in conveying perceptual attributes of a product but less effective in conveying conceptual attributes. A further
examination on conceptual attributes reveals that though visual metaphor is effective in highlighting the target attribute, it has no
effect in masking alternative inferences that consequently interfere with the understanding of the target attribute. In contrast, verbal
metaphor is less effective in highlighting the target attribute, but is more effective in masking alternative inferences.
"Fire and Ice" Fire dancing, magic, glass blowing, DJ, and a molecular bar. Theme attire encouraged. Meet in the
TradeWinds Lobby Bar @ 7:15 p.m. Bus transportation provided to and from the party.
8:00 pm - 12:00 pm
Duncan McClellan Gallery, 2342 Emerson Ave. South, St. Petersburg, FL 33712
Individual Papers Reviewers
Ajay Abraham, Seattle University, USA
Hamed Aghakhani, Dalhousie University, Canada
David Alexander, University of St. Thomas, USA
Justin Angle, University of Montana
Jennifer Argo, University of Alberta, Canada
Julian Asenov, Gameloft
Stephen Atlas, University of Rhode Island, USA
Rajesh Bagchi, Virginia Tech, USA
Ishani Banerji, University of Texas at San Antonio, USA
Sachin Banker, University of Utah, USA
Julia Bayuk, University of Delaware, USA
Dudley Blossom, Kene State Cllege
Aaron R. Brough, Utah State University, USA
Olya Bullard, University of Winnipeg, Canada
Rajdeep Chakraborti, IBS, Hyderabad, India
Ryan Corser, Vanderbilt University, USA
June Cotte, Ivey Business School, Western University, Canada
Cynthia Cryder, Washington University in St. Louis, USA
Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China
Jason Dana, Yale University, USA
Bart De Langhe, University of Colorado, USA
Xiaoyan Deng, The Ohio State University, USA
Leigh Donovan, Illinois State University
Heather Johnson Dretsch, North Carolina State University, USA
Kristina Durante, Rutgers Business School
Jane Ebert, Brandeis University, USA
Ceren Ekebas-Turedi, Purdue University, USA
Mohammed El Hazzouri, Mount Royal University, Canada
Isabelle Engeler, University of St. Gallen, Switzerland
Antonia Erz, Copenhagen Business School
Maria Galli, Universitat Pompeu Fabra, Spain
Aaron Garvey, University of Kentucky, USA
Kelly Goldsmith, Northwestern University, USA
Pierrick Gomez, Reims Management School and University Paris Dauphine, France
Miranda Goode, Ivey Business School, Western University, Canada
Anne Hamby, Hofstra University
David Hardisty, University of British Columbia, Canada
Jose Mauro Hernandez, Centro Universitário da FEI
Hal Hershfield, University of California Los Angeles, USA
Nico Heuvinck, IESEG School of Management, France
Yanliu Huang, Drexel University, USA
Iris W. Hung, National University of Singapore, Singapore
Ata Jami, University of Central Florida, USA
Rama Jayanti, Cleveland State University, USA
Napatsorn Jiraporn, SUNY Oswego
Barbara E. Kahn, University of Pennsylvania, USA
Bernadette Kamleitner, WU Vienna University of Economics and Business, Austria
Sommer Kapitan, University of Texas at San Antonio, USA
Uma Karmarkar, Harvard Business School, USA
Hae Joo Kim, Wilfrid Laurier University, Canada
Anne Klesse, Tilburg University The Netherlands
Dongwoo Ko, University of Pittsburgh at Greensburg
Bruno Kocher, HEC Lausanne, Switzerland
Thomas Kramer, University of California Riverside, USA
Goedele Krekels, Ghent University, Belgium
Mina Kwon, University of Louisville
Arun Lakshmanan, SUNY Buffalo, USA
Even J. Lanseng, BI, Norwegian Business School, Norway
Jeff Lee, MIT Sloan
Saerom Lee, University of Texas at San Antonio, USA
Yun Lee, Virginia State University, USA
Nikki Lee-Wingate, University of Bridgeport
Christophe Lembregts, Erasmus University Rotterdam, The Netherlands
Kwok Way Leung, The Hong Kong Polytechnic University
Xingbo Li, University of Louisville
Lily Lin, California State University Los Angeles, USA
Richie Liu, Oklahoma State University, USA
Sara Loughran Dommer, Georgia Tech, USA
Rhiannon MacDonnell, Cass Business School, City University London, United Kingdom
Adriana Madzharov, Stevens Institute of Technology
Ahreum Maeng, University of Kansas, USA
Sam Maglio, University of Toronto, Canada
Lucia Malär, University of Bern, Switzerland
Srikant Manchiraju, Florida State University
Antonia Mantonakis, Brock University, Canada
Frank May, Virginia Tech, USA
Kate E. Min, Cornell University, USA
Mauricio Mittelman, Universidad Torcuato Di Tella, Argentina
Daniel Mochon, Tulane University, USA
Milica Mormann, University of Miami, USA
Nira Munichor, Hebrew University of Jerusalem, Israel
Noelle Nelson, University of Kansas, USA
Gergana Nenkov, Boston College, USA
Kevin Newman, Providence College
Hristina Nikolova, Boston College, USA
Michael Norton, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Massimiliano Ostinelli, University of Wisconsin - Milwaukee, USA
Mario Pandelaere, Virginia Tech, USA
Hyun Young Park, China Europe International Business School, China
Dante M. Pirouz, Ivey Business School, Western University, Canada
Evan Polman, University of Wisconsin - Madison, USA
Monica Popa, Edwards School of Business, University of Saskatchewan, Canada
Keiko Powers, MarketShare, USA
Crystal Reeck, Temple University, USA
Martin Reimann, University of Arizona, USA
Stefanie Robinson, North Carolina State University, USA
Nicole Robitaille, Queen's University, Canada
Caroline Roux, Concordia University, Canada
Derek Rucker, Northwestern University, USA
Aaron M. Sackett, University of St. Thomas, USA
Christina Saenger, Youngstown State University, USA
Anthony Salerno, University of Cincinnati
Shelle Santana, Harvard Business School, USA
Ann Schlosser, University of Washington, USA
Rom Schrift, University of Pennsylvania, USA
Irene Scopelliti, Cass Business School, City University London, UK
Aner Sela, University of Florida, USA
Sankar Sen, Baruch College, USA
David H. Silvera, University of Texas at San Antonio, USA
Bonnie Simpson, Western University, Canada
Robert Smith, Ohio State University, USA
Mary Steffel, Northeastern University, USA
Aparna Sundar, University of Oregon, USA
Abigail B. Sussman, University of Chicago-Booth, USA
Claudia Townsend, University of Miami, USA
Yanping Tu, University of Florida, USA
Femke van Horen, VU University Amsterdam, The Netherlands
Fang Wan, University of Manitoba, Canada
Ze Wang, University of Central Florida, USA
Caleb Warren, Texas A&M University, USA
Elizabeth Webb, Columbia University, USA
Jodie Whelan, York University, Canada
Katherine White, University of British Columbia, Canada
Scott Wright, Providence College
Guang-Xin Xie, University of Massachusetts Boston, USA
Richard Yalch, Foster School, University of Washington, USA
Chun-Ming Yang, Ming Chuan University, Taiwan
Carolyn Yoon, University of Michigan, USA
Meng Zhang, Chinese University of Hong Kong, Hong Kong, China
Xiaoying Zheng, Nankai University, China
Symposium Reviewers
On Amir, UC San Diego, USA
Tamar Avnet, Yeshiva University, USA
Amit Bhattacharjee, Dartmouth College
Lisa E. Bolton, Pennsylvania State University, USA
Andrea Bonezzi, New York University, USA
Daylian Cain, Yale University, USA
Iana Castro, San Diego State University, USA
Lisa Cavanaugh, University of Southern California, USA
Elise Chandon Ince, University of South Carolina, USA
Adam Craig, University of Kentucky, USA
Clayton R. Critcher, University of California, Berkeley, USA
Kristin Diehl, University of Southern California, USA
Claudiu Dimofte, San Diego State, USA
David Gal, University of Illinois - Chicago, USA
Joseph Goodman, Washington University in St. Louis, USA
SZU-CHI HUANG, Stanford University, USA
Yanliu Huang, Drexel University, USA
Jeff Inman, University of Pittsburgh, USA
Ellie Kyung, Dartmouth College, USA
Aparna Labroo, Northwestern University, USA
Saerom Lee, University of Texas at San Antonio, USA
Wendy Liu, UC San Diego, USA
Prashant Malaviya, Georgetown University, USA
Naomi Mandel, Arizona State University, USA
Brent McFerran, Simon Fraser University, Canada
Nicole Mead, Erasmus University Rotterdam, The Netherlands
Robert Meyer, University of Pennsylvania, USA
Elizabeth Miller, Universiy of Massachusetts Amherst, USA
Nathan Novemsky, Yale University, USA
Andrew W. Perkins, Washington State University, USA
Scott Rick, University of Michigan, USA
Christine Ringler, Rutgers University, USA
Maura Scott, Florida State University, USA
Eesha Sharma, Dartmouth College, USA
Stephen Spiller, University of California Los Angeles, USA
Claire Tsai, University of Toronto, Canada
Joachim Vosgerau, Bocconi Universaity, Italy
Monica Wadhwa, INSEAD, Singapore
Rebecca Walker Reczek, Fisher College of Business, The Ohio State University, USA
Liad Weiss, University of Wisconsin - Madison, USA
Keith Wilcox, Columbia University, USA
Elanor Williams, University of California San Diego, USA
David Wooten, University of Michigan, USA
Eugenia Wu, University of Pittsburgh, USA
Eric Yorkston, Texas Christian University, USA
Min Zhao, University of Toronto, Canada
Meng Zhu, Johns Hopkins University, USA
Associate Editors
Simona Botti, London Business School, UK
Katherine Burson, University of Michigan, USA
David Faro, London Business School, UK
Philip Fernbach, University of Colorado, USA
Ayelet Gneezy, UC San Diego, USA
Selin A. Malkoc, Washington University in St. Louis, USA
Tom Meyvis, New York University, USA
Oleg Urminsky, University of Chicago, USA
Working Papers Reviewers
Nükhet Agar, Koç University
Utku Akkoç, University of Alberta, Canada
Aditi Bajaj, Georgia Tech, USA
Lucia Barros, FGV-EBAPE, Rio de Janeiro
Carlos Bauer, University of Texas - San Antonio
Johannes C. Bauer, University of St.Gallen, Switzerland
Elisa Baumbach, University of Mannheim, Germany
Kara Bentley, University of South Carolina, USA
Johannes Boegershausen, University of British Columbia, Canada
Tim Boettger, University of St. Gallen, Switzerland
Daniel Boller, University of St. Gallen, Switzerland
Melis Ceylan, Koc University, Turkey
Luxi Chai, University of Kansas, USA
Andong Cheng, Pennsylvania State University, USA
Sydney Chinchanachokchai, University of Wisconsin-Eau Claire
Georgiana Craciun, Duquesne Universiy
Katherine Crain, Duke University, USA
Ryan Cruz, New Mexico State University, USA
Ilgim Dara, University of Massachusetts, Amherst, USA
Caroline De Bondt, Ghent University, Belgium
Perrine Desmichel, University of Lausanne
Isabel Ding, National University of Singapore, Singapore
Yu Ding, National University of Singapore, Singapore
Volkan Dogan, University of Michigan, USA
Christilene du Plessis, Erasmus University Rotterdam, The Netherlands
Dennis T. Esch, University of St. Gallen, Switzerland
Prachi Gala, University of Mississippi, USA
Chelsea Galoni, Kellogg School of Management, Northwestern University
Fei Gao, HEC Paris, France
Whitney Ginder, Auburn University
Gabriel Gonzales, Pennsylvania State University, USA
Adam Eric Greenberg, UC San Diego, USA
Lauren Grewal, University of Pittsburgh, USA
Tanvi Gupta, Indian Institute of Management Bangalore
Dustin Harding, Doctoral Student
Daniela Herzog, University of Bern
Cony Ho, University of Cincinnati, USA
Li Huang, University of South Carolina, USA
Jamie D. Hyodo, Pennsylvania State University, USA
Lei Jia, University of Wyoming, USA
Miaolei Jia, National University of Singapore, Singapore
Kristina Kampfer, University of Bamberg
In Hye Kang, University of Maryland, USA
Cansu Karaduman, UNIL
Mustafa Karataş, Koc University, Turkey
Mansur Khamitov, Ivey Business School, Western University
Jamel Khenfer, Grenoble Schoolf of Management, France
Aekyoung (Amy) Kim, Rutgers University, USA
Jinwoo Kim, Seoul National University, Republic of Korea
Junghan Kim, State University of New York at Buffalo,USA
Junghyun Kim, Virginia Tech, USA
Hyunjung (Crystal) Lee, University of Texas at Austin, USA
Soyoung Lee, University of Texas at Austin, USA
Yuanrui Li, University of California Riverside, USA
Yue Liu, University of Central Florida, USA
Andrew Long, University of Colorado, USA
Yue Lu, University of Wisconsin
Stefan Mayer, Goethe-University Frankfurt, Germany
Mauricio Mittelman, Universidad Torcuato Di Tella, Argentina
Sudipta Mukherjee, Pamplin College of Business, Virginia Tech
(Grace) Ga-Eun Oh, Hong Kong University of Science and Technology
Lale Okyay-Ata, Koç University, Turkey
Behcet Yalin Ozkara, Eskisehir Osmangazi University, Turkey
Abhishek Pathak, Nanyang Technological University, Singapore
Sara Penner, University of Manitoba, Canada
Matthew Philp, Queen's University, Canada
Atieh Poushneh, Universty of Texas Pan American
Rebecca Rabino, Virginia Tech, USA
Bowen Ruan, University of Wisconsin - Madison, USA
Samer Sarofim, University of Kansas, USA
Garima Saxena, Xavier Business School, XLRI Jamshedpur
Dorothea Schaffner, Lucerne University of Applied Sciences, Switzerland
Avni Shah, University of Toronto, Canada
Rosanna Smith, Yale University, USA
Cansu Sogut, Boston University, USA
Sophie Suessenbach, Vienna University of Economics and Business
Yixia Sun, Chinese University of Hong Kong, Hong Kong, China
Chenying (Claire) Tang, Arizona State University, USA
Tabitha Thomas, University of Otago, New Zealand
Broderick Turner, Florida International University
Aulona Ulqinaku, Bocconi University, Italy
Sevincgul Ulu, Rutgers University, USA
Bryan Usrey, Leeds University Business School
Cyrielle VELLERA, Toulouse University (France)
Julie Verstraeten, Ghent University, Belgium
Daniel Villanova, Virginia Tech, USA
XIN WANG, University of Oregon, USA
Virginia Weber, University of Alberta, Canada
Freeman Wu, Arizona State University, USA
Yuechen Wu, University of Maryland, USA
Sunghwan Yi, University of Guelph, Canada
Bingqing Yin, University of Kansas, USA
Yanfen You, University of Wisconsin - Milwaukee, USA
Daniel Zane, Ohio State University, USA
Mingyue Zhang, Rutgers University, USA
Ignazio Ziano, University of Ghent
Author Index
A
Abraham
Ajay .............................................87
Acikalin
Mehmet Yavuz ............................45
Agar
Nükhet ...................................41, 91
Agarwal
Deepika .......................................48
Aggarwal
Pankaj ....................................63, 78
Aghakhani
Hamed .........................................87
Akkoç
Utku.............................................91
Alba
George ...................................12, 13
Alexander
David ...........................................87
Amir
On ..........................................81, 90
and Alicea Lieberman
Kristen Duke ...............................81
Andre
Quentin ........................................26
Angle
Justin ...........................................87
Anik
Lalin ......................................31, 72
Argo
Jennifer ..................................21, 87
Ariely
Dan .................................. 72, 77, 82
Armstrong
Beth .............................................17
Asenov
Julian ...........................................87
Atalay
A. Selin .......................................81
Atlas
Stephen ........................................87
Attari
Amin .....................................29, 56
Avnet
Tamar ..........................................90
B
Bagchi
Rajesh ..........................................87
Bajaj
Aditi ......................................54, 91
Banerji
Ishani .....................................73, 87
Bang
Hyejin ..........................................57
Banker
Sachin ..........................................87
Barasch
Alixandra ......................... 25, 69, 71
Barros
Lucia ...........................................91
Bart
Yakov .......................................... 20
Bartels
Daniel .......................................... 85
Daniel M. .............................. 37, 38
Baskin
Ernest .................................... 74, 83
Bauer
Carlos .................................... 10, 91
Johannes ...................................... 20
Johannes C. ..................... 44, 60, 91
Baumbach
Elisa ............................................ 91
Bayuk
Julia ............................................. 87
Bentley
Kara................................. 14, 15, 91
Berger
Axel............................................. 55
Jonah ........................................... 30
Berman
Jonathan Z. .................................. 69
Bettman
James........................................... 75
Bhattacharjee
Amit ............................................ 90
Bickart
Barbara ........................................ 56
Bilgin
Baler ............................................ 41
Biswas
Dipayan ....................................... 26
Blossom
Dudley......................................... 87
Boegershausen
Johannes ...................................... 91
Boettger
Tim........................................ 27, 91
Boller
Daniel .................................... 50, 91
Bolton
Lisa E. ......................................... 90
Bonezzi
Andrea......................................... 90
Böttger
Tim M. ........................................ 60
Botti
Simona .................................. 20, 38
Broniarczyk
Susan ........................................... 56
Brough
Aaron .......................................... 33
Aaron R. ...................................... 87
Brunel
Frederic ....................................... 56
Bryan
Christopher.................................. 45
Bublitz
Melissa ........................................ 54
Buechel
Eva .............................................. 68
Bullard
Olya ............................................ 87
C
Cain
Daylian........................................ 90
Daylian M. .................................. 29
Camilus Paus
Vilhelm ....................................... 83
Campell
Troy ............................................ 19
Cappelletti
Clarissa ....................................... 50
Carroll
Ryall ........................................... 16
Caruso
Eugene ........................................ 43
Castaño
Raquel ......................................... 35
Castro
Iana ............................................. 90
Cavanaugh
Lisa ........................... 36, 37, 76, 90
Ceylan
Melis ........................................... 91
Chabot
Aimee.......................................... 45
Chae
Boyoun........................................ 15
Boyoun (Grace) .......................... 55
Chai
Luxi ............................................. 91
Chakraborti
Rajdeep ....................................... 87
Chan
Cindy .......................................... 25
Wan Kam .............................. 51, 52
Chandon
Pierre..................................... 26, 66
Chandon Ince
Elise ............................................ 90
Chang
Sue Ryung................................... 61
Chartrand
Tanya .................................... 36, 76
Chatterjee
Promothesh ................................. 56
Cheatham
Lauren ......................................... 82
Chen
Stephanie .................................... 85
Cheng
Andong ................................. 58, 91
Chinchanachokchai
Sydney .................................. 12, 91
Choi
Dongwon .................................... 57
Woo Jin ....................................... 12
Chugani
Sunaina ....................................... 34
Chun
HaeEun Helen .......................67, 71
Chung
Jaeyeon ..................................36, 74
Clarkson
Joshua ..........................................83
Coleman
Nicole ..........................................36
Consiglio
Irene ............................................30
Cornil
Yann ............................................66
Corser
Ryan ............................................87
Costabile
Michele .......................................30
Cotte
June ................................. 17, 70, 87
Craciun
Georgiana ..............................58, 91
Craig
Adam ...........................................90
Crain
Katherine .....................................91
Critcher
Clayton ........................................69
Clayton R. .............................40, 90
Cruz
Ryan ............................................91
Cryder
Cynthia ..................................69, 87
Cunha
Marcus.........................................46
Curry
David ...........................................28
D
Dahl
Darren W. ....................................82
Dai
Xianchi ........................................87
Dallas
Steven ............................................8
Dalton
Amy.......................................33, 55
Dana
Jason ......................................29, 87
Dara
Ilgim ............................................91
De Angelis
Matteo .........................................30
de Bellis
Emanuel ......................................52
De Bondt
Caroline .......................................91
de Langhe
Bart..............................................44
De Langhe
Bart..............................................87
Deng
Xiaoyan .......................................87
Desmichel
Perrine .....................................9, 91
Dewhirst
Timothy ....................................... 48
Dhar
Ravi ....................................... 42, 84
Diehl
Kristin ....................... 25, 64, 71, 90
Dimofte
Claudiu ........................................ 90
Dimoka
Angelika ...................................... 49
Ding
Isabel ........................................... 91
Lingzi Isabel ............................... 60
Yu ......................................... 41, 91
Dogan
Volkan ......................................... 91
Dommer
Sara ............................................. 54
Sara Loughran ............................. 54
Donnelly
Grant ........................................... 31
Grant E. ................................. 76, 77
Donovan
Leigh ........................................... 87
Dretsch
Heather Johnson .......................... 87
Drolet Rossi
Aimee .......................................... 51
du Plessis
Christilene ................. 20, 29, 30, 91
Dubois
David........................................... 30
Dugan
Riley ............................................ 83
Duhachek
Adam........................................... 47
Duke
Kristen ......................................... 81
Durante
Kristina........................................ 87
E
Easwar
Karthik ........................................ 85
Ebert
Jane ............................................. 87
Echelbarger
Margaret ...................................... 27
Einwiller
Sabine ......................................... 20
Ekebas-Turedi
Ceren ........................................... 87
El Hazzouri
Mohammed ........................... 73, 87
Engeler
Isabelle .................................. 68, 87
Epley
Nicholas ...................................... 72
Erz
Antonia........................................ 87
Escalas
Jennifer........................................ 40
Esch
Dennis T. .................................... 91
Etkin
Jordan........................ 19, 23, 37, 65
Evanschitzky
Heiner ......................................... 27
F
Faraji-Rad
Ali ............................................... 66
Faro
David .......................................... 38
Fernbach
Philip M. ..................................... 44
Fishbach
Ayelet.................................... 14, 23
Fitzsimons
Gavan ................................ 8, 36, 76
Flores
David .......................................... 35
Folkes
Valerie ........................................ 63
Fournier
Susan ........................................... 56
Franke
Nikolaus ...................................... 49
Franssens
Samuel ........................................ 20
Frederick
Shane .......................................... 35
Friedman
Liz ............................................... 42
G
Gaeth
Gary ............................................ 58
Gal
David .................................... 33, 90
gala
prachi .......................................... 91
Galak
Jeff .............................................. 28
Galli
Maria ........................................... 87
Gallo
Iñigo ............................................ 40
Galoni
Chelsea........................................ 91
Ganesh Pillai
Rajani .......................................... 50
Gao
Fei ......................................... 39, 91
Garcia-Rada
Ximena........................................ 72
Garvey
Aaron .......................................... 87
Gelman
Susan ........................................... 27
Gershon
Rachel ......................................... 69
Geuens
Maggie ........................................ 73
Gillespie
Brian ........................................... 16
Ginder
Whitney .......................................92
Gino
Francesca .....................................76
Gneezy
Ayelet ..........................................31
Uri ...............................................31
Goenka
Shreyans ......................................53
Goldenberg
Jacob ...........................................78
Goldsmith
Kelly ............................................87
Gomez
Pierrick ..................................18, 87
Goncalves
Dilney ..........................................20
Gong
Onion Haitong .............................53
Gonzales
Gabriel.........................................92
Goode
Miranda .................................70, 87
Goodman
Joseph ....................................70, 90
Goswami
Indranil ..................................45, 67
Goukens
Caroline .......................................41
Graul
Antje ............................................48
Greenberg
Adam Eric .............................46, 92
Grewal
Lauren ............................. 21, 30, 92
Griskevicius
Vladas ...................................32, 84
Gupta
Tanvi ...........................................92
H
Hamby
Anne ............................................87
Hamilton
Ryan ............................................80
Han
DaHee .........................................47
Hanson
Sara .............................................19
Harding
Dustin ..........................................92
R. Dustin ...............................39, 54
Hardisty
David ...........................................87
David J. .................................35, 84
Häubl
Gerald ....................................49, 68
Haws
Kelly ............................................84
Kelly L. .......................................26
He
Jiaxiu ...........................................28
Xin...............................................51
Yang ............................................46
Herd
Kelly ........................................... 47
Hernandez
Jose Mauro .................................. 87
José Mauro .................................. 47
Herr
Paul M. ........................................ 53
Herrmann
Andreas ..................... 35, 49, 50, 55
Hershfield
Hal............................................... 87
Hal E. .......................................... 37
Herzog
Daniela .................................. 66, 92
Heuvinck
Nico............................................. 87
Hildbrand
Christian ...................................... 49
Hildebrand
Christian ...................................... 35
Diogo .......................................... 54
Hmurovic
Jillian........................................... 22
Ho
Cony ............................................ 92
Hoffman
Donna .......................................... 63
Hong
Jiewen ......................................... 55
Hoyer
Wayne ......................................... 67
Hsee
Christopher............................ 39, 44
Huang
Li 21, 65, 92
Szu-chi ........................................ 57
Szu-Chi ....................................... 64
Yanliu ................................... 87, 90
HUANG
SZU-CHI ..................................... 90
Hung
Iris W. ......................................... 87
Hydock
Chris ............................................ 85
Hyodo
Jamie D. ...................................... 92
I
Inman
Jeff .............................................. 90
Irmak
Caglar .......................................... 12
Isaac
Mathew ....................................... 33
J
Jaikumar
Saravana ...................................... 27
Jain
Gaurav ......................................... 58
James
J.P.................................................. 8
Jami
Ata............................................... 87
Janakiraman
Narayan ....................................... 24
Jayanti
Rama ........................................... 87
Jeon
Eunmi.......................................... 18
Jhang
JI Hoon ....................................... 59
Jia
Lei ......................................... 58, 92
Miaolei .................................. 60, 92
Jiraporn
Napatsorn .................................... 88
Johar
Gita V. ........................................ 74
John
Leslie .......................................... 64
Leslie K....................................... 77
Johnson
Allison R. .................................... 74
Jun
Sunghee ...................................... 59
Jung
Minah .......................................... 32
K
Kahn
Barbara........................................ 25
Barbara E. ................................... 88
Kamleitner
Bernadette ............................. 40, 88
Kampfer
Kristina ....................................... 92
Kanetkar
Vinay .......................................... 49
Kang
Hyunjin ....................................... 63
In Hye ......................................... 92
Kapitan
Sommer ....................................... 88
Karaduman
Cansu ...................................... 9, 92
Karata_F
Mustafa ....................................... 92
Kardes
Frank ..................................... 51, 52
Karmarkar
Uma ...................................... 42, 88
Keenan
Elizabeth ..................................... 31
Kettle
Keri ....................................... 34, 68
Khamitov
Mansur .................................. 74, 92
Khenfer
Jamel ........................................... 92
Kim
Aekyoung.............................. 66, 83
Aekyoung (Amy) ........................ 92
Claire Heeryung .......................... 47
Hae Joo ....................................... 88
Jinwoo ................................... 13, 92
Junghan ........................... 59, 78, 92
Junghyun ......................... 53, 59, 92
Moon-Yong .................................21
Soo ..............................................76
Soyoung ......................................11
Tae Woo ......................................47
Tom .............................................46
Young K. .....................................50
Youngsung ..................................21
Klesse
Anne ............................................88
Anne-Kathrin ..............................41
Knöferle
Klemens ......................................83
Ko
Dongwoo .....................................88
Kocher
Bruno.......................................9, 88
Koley
Shruti ...........................................59
Kondaveeti
Veena ..........................................80
Kono
Ana ..............................................14
Koo
Minjung .......................................14
Minkyung ....................................57
Kramer
Thomas ........................................88
Krekels
Goedele .......................................88
Krishna
Aradhna .................................33, 80
KrishnaKumar
Sukumarakurup ...........................50
Krishnan
H. Shanker ...................................47
Krishnan-Lyndem
Preeti ...........................................18
Kristofferson
Kirk .............................................82
Krohmer
Harley ..........................................66
Kulow
Katina ....................................14, 15
Kurtisa
Silva ............................................32
Kwon
Mina ............................................88
Kyung
Ellie .......................................33, 90
L
Labroo
Aparna .........................................90
Lajos
Joseph ............................................9
Lakshmanan
Arun ......................................78, 88
Lamberton
Cait ........................................22, 79
Lanseng
Even J. .........................................88
Laran
Juliano ................................... 14, 16
Lasaleta
Jannine D. ............................. 39, 54
Latimer
Robert ................................... 40, 84
Lavoie
Raymond ..................................... 11
LeBoeuf
Robyn .............................. 24, 43, 64
Lee
Hyunjung .................................... 34
Hyunjung (Crystal) ..................... 92
Jeff .............................................. 88
Jennifer........................................ 37
Kyoungmi ................................... 13
Leonard ................................. 36, 66
Saerom ...................... 66, 83, 88, 90
Seonjeong Ally ........................... 19
Soyoung ................................ 13, 92
Terryn ......................................... 12
Wei-Na ........................................ 13
Wonkyong Beth .......................... 48
Yong Kyu .................................... 53
Yun ............................................. 88
Lee-Wingate
Nikki ........................................... 88
Leizerovici
Gail ............................................. 17
Lembregts
Christophe ................................... 88
Leung
Kwok Way .................................. 88
Levav
Jonathan ................................ 35, 41
Lewis
Charlie ......................................... 17
Li
Xingbo ........................................ 88
Yexin Jessica......................... 56, 84
Yuanrui ....................................... 92
Lieberman
Alicea .......................................... 81
Lin
Lily .............................................. 88
Lionello
Rafael .......................................... 13
Lis
Bettina ......................................... 20
Liu
(Joyce) Jingshi ............................ 55
Mengmeng .................................. 15
Peggy .................................... 75, 76
Richie .......................................... 88
Wendy ......................................... 90
Yue ........................................ 51, 92
Long
Andrew........................................ 92
Loughran Dommer
Sara ............................................. 88
Lowrey
Tina M......................................... 39
Lu
Fang-Chi ..................................... 67
Yue ............................................. 92
Luce
Mary Frances .............................. 75
M
Ma
Jingjing ....................................... 33
MacDonnell
Rhiannon ............................... 50, 88
MacInnis
Deborah ...................................... 71
Madzharov
Adriana ....................................... 88
Maeng
Ahreum ................................. 78, 88
Maglio
Sam ................................. 28, 72, 88
Maimaran
Michal ......................................... 78
Main
Kelley.............................. 11, 17, 73
Malär
Lucia ..................................... 66, 88
Malaviya
Prashant ...................................... 90
Malkoc
Selin ...................................... 44, 70
Manchiraju
Srikant ......................................... 88
Mandel
Naomi ......................................... 90
Mantonakis
Antonia ....................................... 88
Mao
Huifang ....................................... 51
Maroba
Josiase ......................................... 77
May
Frank ........................................... 88
Mayer
Stefan .......................................... 92
Mayo
Ruth ............................................ 78
Mazar
Nina ................................ 76, 77, 82
McFerran
Brent ..................................... 82, 90
Mead
Nicole.......................................... 90
Meloy
Margaret................................ 58, 81
Memmi
Sarah ........................................... 19
Mende
Martin ......................................... 81
Meng
Matthew D. ................................. 11
Mercurio
Katie............................................ 19
Meyer
Robert ......................................... 90
Meyvis
Tom .............................................64
Miller
Elizabeth .....................................90
Min
Kate .......................................75, 76
Kate E..........................................88
Mislavsky
Robert ..........................................79
Mittal
Chiraag ........................................32
Mittelman
Mauricio ................................88, 92
Mochon
Daniel ....................................77, 88
Mogilner
Cassie ..........................................65
Mohr
Gina S..........................................34
Moldovan
Sarit .............................................73
Molouki
Sarah ...........................................37
Monga
Ashwani ......................................68
Moore
Sarah ...........................................11
Moorman
Christine ......................................19
Morales
Andrea ...................................36, 82
Morewedge
Carey K. ......................................11
Morgan
Carter...........................................34
Mormann
Milica ....................................79, 88
Morrin
Maureen .......................... 15, 49, 54
Morris
Joshua ..........................................57
Morwitz
Vicki G. .......................................44
Movarrei
Reza.............................................39
Mukherjee
Sudipta ........................................92
Munichor
Nira .......................................33, 88
Munz
Kurt .............................................52
Murdock
Mitchel ........................................15
Murray
Kyle .............................................11
Murry
John .............................................50
N
Nagengast
Liane ...........................................20
Nam
Myungwoo ..................................18
Namkoong
Jae-Eun........................................ 34
Nayakankuppam
Dhananjay ................................... 58
Nelson
Leif ........................................ 32, 64
Leif D. ......................................... 28
Noelle .................................... 29, 88
Nenkov
Gergana ........................... 80, 81, 88
Newman
George......................................... 65
George E. .................................... 70
Kevin........................................... 88
Ng
Andy ........................................... 57
Nikolova
Hristina.................................. 79, 88
Norton
Michael ..................... 20, 31, 64, 88
Michael I. .................................... 77
Novak
Tom ............................................. 63
Novemsky
Nathan ................................... 84, 90
Nowlan
Luke ...................................... 16, 79
Nowlis
Stephen........................................ 44
O
Oh
(Grace) Ga-Eun ........................... 92
Oishi
Shigehiro ..................................... 57
Okyay-Ata
Lale ............................................. 92
Oliveira Jr.
Antonio Benedito ........................ 47
Olivola
Christopher Y. ............................. 84
Ordabayeva
Nailya .......................................... 88
Ostinelli
Massimiliano ......................... 53, 88
Otto
Christian ...................................... 16
ozkara
behcet yalin ................................. 92
P
Paley
Anna ............................................ 64
Pandelaere
Mario........................................... 88
Park
Doo Yeon .................................... 57
Hye Kyung .................................. 14
Hyun Young .................... 55, 61, 89
Jae Hong ..................................... 12
Jihye ...................................... 10, 21
Kiwan .......................................... 59
Sungjun ....................................... 21
Taehoon ...................................... 59
Parker
Jeffrey ......................................... 42
Jeffrey R ..................................... 54
Parris
Julian ........................................... 45
Patel
Deepak ........................................ 77
Pathak
Abhishek ..................................... 92
Paul
Iman ............................................ 54
Peck
Joann ........................................... 61
Penner
Sara ............................................. 92
Pereira
Beatriz ......................................... 68
Perfecto
Hannah .................................. 28, 40
Perkins
Andrew W. .................................. 90
Pfrang
Thilo ........................................... 27
Pham
Nguyen........................................ 54
Philp
Matthew ...................................... 92
Pirouz
Dante M. ..................................... 89
Polman
Evan .......................... 16, 61, 72, 89
Popa
Monica ........................................ 89
Poushneh
Atieh ........................................... 92
Powers
Keiko .......................................... 89
Poynor Lamberton
Cait ............................................. 77
R
Rabino
Rebecca ....................................... 92
Raghubir
Priya ............................................ 52
Rajagopal
Priyali.................................... 14, 65
Raju
Sekar ..................................... 51, 52
Ramanathan
Suresh ......................................... 60
Ratner
Rebecca ....................................... 85
Ravi
Mehta .......................................... 75
Read
Daniel.......................................... 84
Reczek
Rebecca ....................................... 26
Rebecca Walker .......................... 15
Reeck
Crystal ......................................... 89
Reich
Taly ............................................. 74
Reimann
Martin ....................................35, 89
Reinholtz
Nicholas ................................28, 44
Rick
Scott ................................ 27, 68, 90
Riemer
Hila ........................................15, 18
Rifkin
Jacqueline ........................ 24, 25, 37
Rim
SoYon .........................................76
Ringler
Christine ..................................9, 90
Roberto
Christina ......................................77
Robertson
Kirsten .........................................18
Robinson
Stefanie .......................................89
Robitaille
Nicole .............................. 76, 77, 89
Romero
Marisabel .....................................25
Rosenboim
Mosi ............................................71
Rosenzweig
Emily ...........................................69
Rotman
Jeff...............................................17
Roulin
Nicolas ........................................52
Roux
Caroline .......................................89
Ruan
Bowen ...................................61, 92
Rucker
Derek ...........................................89
Rudolph
Thomas ........................................27
S
Sackett
Aaron M. .....................................89
Saenger
Christina ......................................89
Sahay
Arvind .........................................27
Salant
Yuval ...........................................78
Salerno
Anthony.......................................89
Salisbury
Linda ...........................................80
Samper
Adriana ........................................48
Sample
Kevin L. ................................25, 26
Santana
Shelle...........................................89
Santanam
Raghu ..........................................48
Sarial-Abi
Gülen........................................... 80
Sarofim
Samer .................................... 51, 92
Savary
Jennifer........................................ 42
Saxena
Garima ........................................ 92
Schaffner
Dorothea...................................... 92
Schanbacher
Anja............................................. 38
Schlager
Tobias ....................... 49, 50, 52, 55
Schlosser
Ann ............................................. 89
Schniderman
Adam........................................... 70
Schrift
Rom....................................... 42, 89
Schroeder
Juliana ......................................... 72
Schwartz
Janet ............................................ 77
Scopelliti
Irene ............................................ 89
Scott
Maura .................................... 81, 90
Sela
Aner ............................................ 89
Sellier
Anne-Laure ................................. 78
Sen
Sankar ................................... 20, 89
Sevel
Kyle............................................. 70
Sevilla
Julio....................................... 26, 86
Shabgard
Donya .................................... 17, 73
Shah
Avni ............................................ 92
Sharif
Marissa .................................. 32, 43
Sharma
Eesha ..................................... 25, 90
Shaw
Alex............................................. 23
Sheng
Feng ............................................ 38
Shiv
Baba ...................................... 38, 45
Shoham
Meyrav ........................................ 73
Shrivastava
Sunaina........................................ 58
Shrum
L. J. ............................................. 39
Shu
Suzanne ....................................... 32
Siddiqui
Rafay ........................................... 68
Silvera
David H....................................... 89
Silverman
Jackie .......................................... 25
Simester
Duncan ........................................ 31
Simmons
Joseph P. ..................................... 28
Simonsohn
Uri ............................................... 79
Simpson
Bonnie ......................................... 89
Singh
Aditya Udai ................................. 59
Sinha
Jayati ........................................... 67
Small
Deborah A. .................................. 69
Smith
Craig ........................................... 27
Eliot ............................................ 73
Robert ......................................... 89
Robert W..................................... 15
Rosanna ................................ 65, 92
Sogut
Cansu .................................... 56, 93
Sokolova
Tatiana .................................. 41, 80
Sood
Sanjay ......................................... 40
Spiller
Stephen ..................... 28, 43, 46, 90
Srivastava
Joydeep ....................................... 46
Srna
Shalena........................................ 42
Steffel
Mary ..................................... 24, 89
Steinhart
Yael....................................... 33, 73
Stephen
Andrew T. ............................. 20, 30
Stough
Rusty ........................................... 16
Suessenbach
Sophie ................................... 40, 93
Sun
Yixia ..................................... 86, 93
Sundar
Aparna ........................................ 89
Sung
Yoon Hi ...................................... 13
Sussman
Abigail ........................................ 44
Abigail B..................................... 89
T
Tan
Noriko Xiang Yan....................... 60
Tang
Chenying ..................................... 12
Chenying (Claire) ....................... 93
Tanner
Robin .......................................... 61
Theotokis
Dr. Aristeidis ...............................48
Thomas
Manoj ........................ 33, 41, 53, 67
Tabitha ..................................18, 93
Thomson
Matthew ......................................74
Thyne
Maree ..........................................18
Tonietto
Gabriela .................................43, 44
Tormala
Zakary .........................................82
Townsend
Claudia ..................................86, 89
Tran
Hai ...............................................49
Trope
Yaacov ........................................76
Trudel
Remi ................................ 10, 11, 17
Truong
Natalie .........................................21
Tsai
Claire .....................................77, 90
Tu
Yanping ........................... 23, 39, 89
Tully
Stephanie .....................................25
Turner
Broderick.....................................93
U
Uim
Ji Yoon ........................................61
Ulqinaku
Aulona .........................................93
Ulu
Sevincgul .....................................93
Urminsky
Oleg ..................... 38, 45, 67, 71, 85
Usrey
Bryan ...........................................93
V
Vaidyanathan
Rajiv ............................................27
Van Boven
Leaf .............................................43
van Horen
Femke ..........................................89
Vargas
Patrick .........................................17
Vasiljevic
Dimitri .........................................18
VELLERA
Cyrielle ........................................93
Vermeir
Iris ...............................................73
Verstraeten
Julie .......................................73, 93
Villanova
Daniel ..........................................93
Vohs
Kathleen ...................................... 80
Kathleen D. ................................. 39
Vosgerau
Joachim ....................................... 90
Voss
Thorsten ...................................... 41
Vossen
Alexander .................................... 83
W
Wadhwa
Monica ........................................ 90
Walker Reczek
Rebecca ........................... 22, 77, 90
Wan
Fang ...................................... 52, 89
Wang
Juan ............................................. 70
Liangyan ..................................... 61
Lili............................................... 33
Xin .............................................. 56
Xin (Shane) ................................. 28
Ze 89
WANG
XIN ............................................. 93
Wansink
Brian ........................................... 26
Ward
Morgan ........................................ 24
Wardley
Marcus ........................................ 11
Warren
Caleb ............................... 34, 59, 89
Waytz
Adam........................................... 72
Webb
Elizabeth ..................................... 89
Weber
Elke U. ........................................ 35
Virginia ....................................... 93
Weihrauch
Andrea......................................... 64
Weingarten
Evan ...................................... 30, 64
Weiss
Liad ............................................. 90
Weiss-Sidi
Merav .......................................... 15
Whelan
Jodie ............................................ 89
White
Katherine ............................... 55, 89
Whitley
Sarah ........................................... 10
Wiener
Hillary ......................................... 75
Wilcox
Keith ........................................... 90
Wilkie
James........................................... 33
Williams
Elanor .............................. 24, 43, 90
Patti ............................................. 36
Wilson
Anne ........................................... 85
Wooten
David .......................................... 90
Wright
Scott ............................................ 89
Wu
Eugenia ................................. 36, 90
Freeman ...................................... 93
Yuechen ................................ 85, 93
Wyer
Robert S. ..................................... 86
X
Xie
Guang-Xin .................................. 89
Xu
Jing ............................................. 38
Lidan ........................................... 75
Y
Yalch
Richard........................................ 89
Yan
Jun............................................... 52
Yang
Adelle.......................................... 71
Chun-Ming.................................. 89
Xiaojing ...................................... 58
Zhiyong ....................................... 24
Ye
Ning ............................................ 49
Yi
Sunghwan ............................. 49, 93
Yin
Bingqing ..................................... 93
Yoon
Carolyn ....................................... 89
Gunwoo ...................................... 17
Na Ri ........................................... 13
Yorkston
Eric ............................................. 91
You
Yanfen .................................. 53, 93
Youn
Nara ............................................ 61
Y. Jin........................................... 59
Z
Zafrani
Oded ........................................... 18
Zane
Daniel.......................................... 93
Daniel M. .................................... 15
Zauberman
Gal ............................ 25, 42, 65, 71
Zhang
Jiao .............................................. 56
Meng ........................................... 89
Mingyue .................................. 9, 93
Shirley ......................................... 44
Shuoyang .................................... 73
Yan ............................................. 41
Zhao
Min ............................................. 91
Zheng
Frank ...........................................56
Xiaoying ......................................89
Zhu
Meng ..................................... 85, 91
Ziano
Ignazio ........................................ 93
Zwebner
Yonat .......................................... 78