March 26-29, 2015—Chicago, IL Holiday Inn Mart Plaza
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MORNING Pre-Conference #2 8:30am–11:30am — room: Steamboat Hotel The Rise of Native Advertising: An Exploration of Its Impact on Advertising, Journalism, and the Consumer Chairs: Beth Egan & James Tsao, Syracuse University March 26-29, 2015—Chicago, IL Holiday Inn Mart Plaza (Requires Separate Registration) < < < Pre-Conferences Half Day room: Lake House MORNING Pre-Conference 8:30am–11:30am — room: Western Stage House #1 Beyond Student Samples: Overcoming the Challenges Chair: Anna R. McAlister, Michigan State University 8:30 am Introduction Jef I. Richards, Michigan State University 8:40–8:55 am Session A: When Extra Credit isn’t Enough: Establishing a Participant Pool with Community Members Presenters: Anna R. McAlister, Michigan State University Shupei Yuan, Michigan State University 8:55–9:10 am Session B: Bureaucracy is Surmountable: Recruiting Schools, Parents, and Kids while meeting IRB Requirements Presenters: Elizabeth Taylor Quilliam, Michigan State University Anna R. McAlister, Michigan State University 9:10–9:25 am Session C: Truth or Consequences: How to get Participants to Cooperate in the Lab and in the Field Presenters: Carie Cunningham, Michigan State University Wonkyung Kim, Michigan State University Chen Lou, Michigan State University 9:25–9:45 am Q&A 9:45–10:15 am Coffee & Tea Break (sponsored by Stukent) 10:15–10:30 am Session D: Contexts vs. Control: Tradeoffs in Control vs. Ecological Validity when Running Lab Studies vs. Field Experiments Presenter: Sean B. Cash, Tufts University 10:30–10:45 am Session E: Dealing with the Logistics of Working with Community Partners Presenter: Patricia Huddleston, Michigan State University 10:45–11:00 am Session F: Recruiting Online: The Promises and Pitfalls of M-Turk and Qualtrics Presenter: Ann Kronrod, Michigan State University 11:00-11:25 am Q&A Closing Remarks Jef I. Richards, Michigan State University 11:25-11:30 am 8:30–9:30 am Frank Maguire, East Coast Sales Director, Sharethrough Jordan Hyman, Custom Content Sales, The Wall Street Journal 9:30–10:15 am Session B: Who is Doing it Right? Best in Class Examples of Native Advertising Presenters: AJ Storinge, CEO MetaVision Media 8: 30am Executive Committee Meeting fnl-3.2.15x THURSDAY, March 26 PRE-CONFERENCE SESSIONS Session A: What is Native Advertising? Presenters: Jordan Bitterman, CSO NA, Mindshare Steve Bonner, SVP Brand Experience Design, Zero/Dot Stephanie Hale, Content & Strategy, Leo Burnett 10:15–10:30 am Coffee & Tea Break (sponsored by Stukent) 10:30–11:30 am Session C: Debate the Role of Native Advertising in both Advertising and Journalism Contexts Presenters: Sebastian Tomich, Advertising & Branded Content, The New York Times Baomy Wehrle, Brand Strategy & Partnerships, Huffington Post Edith Smit, University of Amsterdam Craig Pavia, CRO 495 Communications, trvlsvvy Half Day AFTERNOON Pre-Conference #3 1pm–4:30pm — room: Western Stage House Teaching with Social Media: A Hands-On Look Chair: Keith A. Quesenberry, Johns Hopkins University Introduction: Teaching with Social Media 1:00–1:05 pm Keith A. Quesenberry, Johns Hopkins University 1:05–1:45 pm Session A: Using Facebook in the Advertising Class for Independent Learning and Reflection Presenter: Shu-Chuan Chu, DePaul University 1:45–2:25 pm Session B: Using Social and Digital Media Data to Teach Advertising Insight and Analytics Presenter: Valerie Jones, University of Nebraska-Lincoln 2:25–2:45 pm Coffee & Tea Break (sponsored by Stukent) 2:45–3:25 pm Session C: How to Incorporate Social Media Management Tools into Advertising and PR Courses Presenter: Harsha Gangadharbatla, University of Colorado 3:25–4:00 pm Session D: Using Blogs as an Effective Learning Tool and for Social Media Skill Development Presenter: Keith A. Quesenberry, Johns Hopkins University 4:00–4:30 pm Q&A and Closing Remarks Half Day AFTERNOON Pre-Conference 12:45pm–4:30pm — MEET: Lobby — 14th Floor #4 Advertising Agencies: Work and Discipline Chair: Jim Avery, University of Oklahoma Session A: Visit to DDB/Chicago Session B: Visit to Mindshare 1:00 pm 3:00 pm Pre-Conferences > > > Half Day 4-6: 30pm room: 14 th Floor next to Hotel Lobby 6: 30-7: 30pm Opening Reception room: Ogilvy & Mather Conf. Ctr (11 Flr) th (The Ogilvy & Mather Conference Center is on the 11th flr. of the same building as our hotel) Sponsored by Medill Integrated Marketing Communications Northwestern University room: Western Stage House Advertising and Society fnl-3.2.15x THURSDAY, March 26 THURSDAY, March 26 Conference Registration Session 1.2: —Consumer-To-Consumer Signaling Within the Informal Economy: A Content Analysis of Online Garage Sale Ads Lisa Haayen, Southern Methodist University Mallorie Rodak, Southern Methodist University Alice Kendrick, Southern Methodist University —The Role of Advertising in the Evolution of Thanksgiving Samantha N. Cross, Iowa State University Mary C. Gilly, University of California – Irvine Robert Harrison, Western Michigan University —Social Exclusion and Minority Consumers’ Political Consumption Wanhsiu Sunny Tsai, University of Miami Xiaoqi Han, Western Connecticut State University < < < FRIDAY, March 27 —Reaching Goals and Doing Good: Exploring Consumer Responses to Meaningful Advertising FRIDAY, March 27 Moderator: Herb Rotfeld, Auburn University 7: 30am First-Timers’ & Mentors’ Breakfast room: LaSalle If this is your first AAA Conference, please join us for a complimentary continental breakfast to meet some of your colleagues and learn more about the association. room: Sauganash East room: Sauganash East Publications Committee Meeting room: Lake House For Committee Members only. Risk and Health room: The Bull’s Head —Consumers’ Perceptions of Electronic Cigarettes: Implications for Advertising, Promotion and Public Health Marla Royne Stafford, University of Memphis Erin Willis, University of Memphis Marian Levy, University of Memphis —How Consumers Process Risk-avoidance Appeals in Food Advertising: Moderating Roles of Food Healthiness and Dieting Status on the Prediction Model of Self- and Functional Congruity Hojoon Choi, University of Houston Leonard N. Reid, University of Georgia —Direct-to-consumer Prescription Drug Advertising as a Two-sided Message: Examining Response to Risk Information Disclosure from Consumers’ Perspective Jennifer G. Ball, University of Minnesota —The Effects of Risk Disclosure Prominence in Health Advertising: The Mediating Role of Subjective Ease with Locating Risk Disclosure on Memory, Risk Perception, and Health Information Seeking Chair: Don Schultz, Northwestern University Ian Lings, Queensland University of Technology Philip J. Kitchen, ESC Rennes School of Business Gayle Kerr, Queensland University of Technology room: Steamboat Hotel Creative [Thinking] Skills of Tomorrow Co-Chairs: Thomas Vogel, Emerson College Jorge Villegas, University of Illinois at Springfield Panelists: Amanda Callahan, Havas Worldwide 8: am–10am Lessons from George: The Dangers of Not Replicating 30 Session 1.1: room: Merchants Hotel Session 1.4: 8: 30am Session 1.3: Panelists: Martin Eisend, European University Viadrina 8am–5pm Exhibits Conference Registration Linwan Wu, University of Florida Naa Amponsah Dodoo, University of Florida Ilwoo Ju, Saint Louis University Moderator: Wonsun Shin, Nanyang Technological University Glenn Griffin, University of Alabama Chris Jansma, DigitasLBi Kim Sheehan, University of Oregon Coffee Break 10am-10: 30am room: Sauganash East Sponsored by The Chicago Portfolio School Session 1.5: 10: 30am–noon room: The Bull’s Head ThinkubAAAtor Co-Chairs: Sheila Sasser, Eastern Michigan University Gayle Kerr, Queensland University of Technology Panelists: Sara Rosengren, Stockholm School of Economics, Center for Retailing Erik Modig, Stockholm School of Economics, Center for Consumer Mktg Jens Welin, Starcom USA Janet Tyler, Airfoil Marketing & PR for Innovative Companies Andrew Stimpson, Harpo Studios, Own Network Louise Kelly, Queensland University of Technology FRIDAY, March 27 > > > AAA 2015 C onference B egins < < < FRIDAY, March 27 —Paid, Owned, Earned Advertising Avoidance on Facebook Seunghyun Kim, University of Oklahoma Doyle Yoon, University of Oklahoma Hongsik Cheon, Frostburg State University Dong Hoo Kim, The University of North Carolina - Chapel Hill Yoon Hi Sung, University of Texas at Austin Dongwon Choi, University of Georgia Soyoung Lee, University of Texas at Austin Youngjun Sung, Korea University —The Self- and Social Motivation to Interact with a Brand on Facebook Taemin Kim, University of Minnesota Okhyun Kim, University of Minnesota —Fan Identification and Brand Preferences on Social Media Sites: Effects of BIRGing and CORFing on Sport Fans’ Evaluations of Endorsed Brands Joe Phua, University of Georgia Po-Lin Pan, Arkansas State University Kuan-Ju Chen, University of Georgia Moderator: Jhih-Syuan (Elaine) Lin, University of Georgia Session 1.7: room: Merchants Hotel Engagement and Viral Marketing —Viral Marketing: Optimizing the Ripple Effect of Spreading Promotions Anik St. Onge, Universite du Quebec Montreal Sylvain Senecal, HEC Montreal Marc Fredette, HEC Montreal —Why Do People Share Adverting Messages on Social Media? Hyunsang Son, University of Texas at Austin —Like it or Not: The Fortune 500’s Facebook Strategies to Generate Engagement from Users Jiangmeng Liu, University of Miami Cong Li, University of Miami Yi Ji, University of Miami Michael North, University of Miami Fan Yang, University of Miami room: Wolf Point Keynote Speaker: Antonio Neves, Millennial Leadership Expert and 1: 30pm–3pm Session 1.9: room: The Bull’s Head Bridging the Gap between Industry and Academia —Thinking Pink? Consumer Reactions to Pink Ribbons and Breast Cancer Awareness Messages in Advertising Kim Sheehan, University of Oregon Kati Berg, Marquette University —Case Study on the First-time Use of a Webinar by a Small Marketing Firm Lauren Harrison, Secret Penguin Agency Ruth Brown, University of Nebraska - Lincoln —Shaping Creative Values: Communication Strategies for Actively Influencing the Creative Code in Advertising Agencies Kasey Windels, Louisiana State University Mark Stuhlfaut, University of Kentucky Moderator: Joe Phelps, University of Alabama Session 1.10: room: Western Stage House (New) Approaches to Measuring Advertising Effectiveness —Redefining Neuromarketing Martin P. Block, Don E. Schultz, Bobby Calder, S herri Livengood, Hans Breiter, Frank Mulher, Kalyan Raman, Daniel Stern, Vijay Viswanathan: all of N orthwestern University Anne Blood, Harvard University Laura Chamberlain, Aston University Nick Lee, Aston University Fengqing Zhang, Drexel University —Utilizing Consumer Neuroscience to Diagnose Advertising Effectiveness Terry Daugherty, Ernest Hoffman, Kathleen Kennedy, Megan Nolan, Frederico de Gregorio, all of University of Akron —Comparison of the Message Strategy between Business-to-Business and Business-to-Consumer Companies: Sentiment Analysis of the Corporate Messages on Facebook —Spokes Characters as Twitter Marketing Tools Taemin Kim, University of Minnesota Yunhwan Kim, Hankuk University of Foreign Studies —Attention-grabbing Advertising: Investigating the Role of Location Lance Kinney, University of Alabama Jennifer M. Ireland, University of Alabama Moderator: Jun Heo, Louisiana State University Session 1.8: Luncheon about.me’s Director of Higher Education —Timeline vs. News Feed: The Influence of Facebook Pages and Message Types on Ad Effectiveness noon – 1: 30pm room: Western Stage House Social Media room: Steamboat Hotel #HIRED -- Are You Teaching Your Students What They Need To Get A Job? An Open Panel with Industry Recruiters and Visual Salience in Outdoor Advertising Rick T. Wilson, Texas State University Jeff Casper, Traffic Audit Bureau of Media Measurement Inc. Moderator: Kevin Wise, University of Illinois Session 1.11: room: Merchants Hotel Co-Chairs: Margaret Murphy, Columbia College Chicago Games or No? (Comparing Effectiveness Across Communication Tactics) Panelists: Sarah Walker, Director, HR, CAHG TBWA WorldHealth —Can Advergames Be Fun and Persuasive in the High-Involvement, Informational Advertising Context? A Comparison of Advergames, Print Ads, and Brand Websites for Prescription Drugs Laurence Minsky, Columbia College Chicago Craig Badynee, Assoc. Director, Creative Recruitment, DigitasLBi Courtney Henderson, Recruiting Director, FCB Kimberly Jones, HR Manager, Geometry Global Stacy Fenster, Creative Recruiter, Leo Burnett Kelly Beasley, Talent Development Manager, Slack and Company Tracey Richards, Director of Talent Acquisition, VSA Partners Jisu Huh, University of Minnesota Jennifer Lueck, University of Minnesota Yoshikazu Suzuki-Lambrecht, Campbell Mithun Michelle Gross, Ackmann & Dickenson Inc. FRIDAY, March 27 > > > Session 1.6: < < < FRIDAY, March 27 room: Merchants Hotel Games or No? (Comparing Effectiveness Across Communication Tactics) (cont’d)... —Effects of Prominent Advertising in Mobile Games on Cognitive, Affective and Behavioral Outcomes: The Moderating Role of Persuasion Knowledge Soojung Kim, University of Minnesota Joonghwa Lee, Middle Tennessee State University Yoori Hwang, Myongji University Se-Hoon Jeong, Korea University Frank E. Dardis, Penn State University Mike Schmierbach, Penn State University Brett Sherrick, Penn State University Frank Waddell, Penn State University Jose Aviles, Penn State University —Creative Aspects of Multichannel Advertising Campaigns – A Content Analysis Study of the Use of Message Appeals in Advertising Campaigns in Traditional and New Media Osnat Roth-Cohen, Ariel University Dorit Zimand-Sheiner, Ariel University room: Steamboat Hotel The Role of Technology in Advertising Education and Practice Chair: Harsha Gangadharbatla, University of Colorado Panelists: Glenn Griffin, University of Alabama Laura Bright, Texas Christian University Trina Arnett, Trinalytics Harish Valsan, Leo Burnett Eric Schwieger, Leo Burnett 3: pm–5pm Journal of Advertising Editorial Review Board Mtg room: LaSalle room: The Bull’s Head Green Advertising/Environmental Product Marketing —The “Just-Right Feeling” and Conservation Behaviors: The Role of Regulatory Focus, Self-Construal and Involvement Sun-Young Park, Rowan University Doori Song, Youngstown State University —Motivating Environmentally Friendly Behaviors: The Role of Perceived Consumer Effectiveness Appeals in Public Service Announcements Soo-Kyong Kim, Michigan State University Nora J. Rifon, Michigan State University —Exploring Hispanics’ Green Consumption: Applying The CognitiveAffect-Behavior Model Analysis of Ad Agencies, Ad Professionals & Ad Research —As Seen on TV: How The Pitch Depicts the Advertising Creative Process Erin Schauster, Bradley University Patrick Ferrucci, Bradley University Kristin Sharkey, Bradley University —How Practitioners at Hispanic-Oriented Agencies Develop Messages that Resonate Silvia Medrano, Louisiana State University Kasey Windels, Louisiana State University —Expert or Servant? Understanding how Account Managers Interpret Client Interaction Styles Sarah Turnbull, University of Portsmouth —Thirty Years of Advertising Research in Leading Communication and Marketing Journals: Learning from the Parent Disciplines Kyongseok Kim, Towson University Jameson L. Hayes, University of South Florida J. Adam Avant, University of Georgia Moderator: Jami Fullerton, Oklahoma State University room: Merchants Hotel Sigal Segev, Florida International University Yu Liu, Florida International University Maria Elena Villar, Florida International University Galit Marmor-Lavie, University of Texas at Austin Patricia Stout, University of Texas at Austin Panelists: Kate Bednarski, 5 Stepping Stones Shannon Smiley, Energy BBDO Session 1.16: 30 room: Western Stage House Chairs: Sponsored by Routledge, Taylor and Francis Group Jinhee Lee, University of Tennessee Jieun Lim, Chung-Ang University Moderator: Sid Muralidharan, Southern Methodist University How is Spirituality, Beyond Religion, Integrated in Advertising? room: Sauganash East Session 1.13: Session 1.15: 3pm–3: 30pm Coffee Break Green Advertising/Environmental Product Marketing (cont’d)... —The Effects of Temporal Distance on Consumer Responses in Relation to Green Advertising: Focusing on Skepticism as a Moderator Moderator: Nate Evans, University of Georgia Session 1.12: room: The Bull’s Head Session 1.14: —Which Way to Go?: The Relative Effectiveness of Branded Advergames, Banner Ads, and Pre-Roll Ads on Brand Recall in Video Games Session 1.3 (cont’d) room: Steamboat Hotel Preparing Women and Minorities for Success and Leadership in “Creative” Chairs: Jean Grow, Marquette University Karen Mallia, University of South Carolina Panelists: McGhee Osse Williams, Burrell Communications Group Laurence Klinger, Lapiz Jeanie Caggiano, Leo Burnett Karen Mallia, University of South Carolina 5: 15pm–6: 15pm AAA Members’ Meeting room: Western Stage House Join your officers and committee chairs to learn about current plans and organizational updates. Ask your officers questions—and voice your opinion. 6: 30pm–8: 30pm Reception/Buffet Dinner Sponsored by: Western Michigan University Desserts by: The Creative Circus room: Wolf Point The AAA welcome to the Conference. An opportunity to network with your colleagues while enjoying a lavish buffet dinner. FRIDAY, March 27 > > > Session 1.11 (cont’d) < < < SATURDAY, March 28 room: Merchants Hotel Storytelling: Creating Immersive Worlds SATURDAY, March 28 Chair: 7: 30am–8: 30am Past-Presidents’ Strategic Planning Committee room: Sauganash East Conference Registration room: Sauganash East 8: 30am–10am Session 2.1: room: Steamboat Hotel Construal and Message Framing Effects —“Where I Come From” Decides “How I Construe My Future”: The Fit Effect of Culture, Temporal Distance and Construal Level Dong Hoo Kim, University of North Carolina Yongjun Sung, Korea University —“What Am I to You?”: The Interplay of Perceived Brand Role and Regulatory Focused Message on Advertising Persuasion Dongwon Choi, University of Georgia Vincent Cicchirillo, University of Texas at Austin —Being the Same or Being Unique: The Interplay of Regulatory Focus and Informational Cues in Advertising Doori Song, Youngstown State University —Is it Good for Me or Good for Somebody Else? A Test of the Effect of Message Framing and Self-referencing on Message Engagement, Attitude toward the Ad and Behavioral Intention John G. Wirtz, University of Illinois Thais Menezes Zimbres, University of Illinois Moderator: Sukki Yoon, Bryant University Session 2.2: 10am-10: 30am room: Sauganash East Sponsored by The University of Colorado Exhibits Jeff Williams, University of Texas at Arlington Coffee Break 8am–5pm Panelists: Darren McColl, SapientNitro room: Lake House For Past-Presidents only. Sabrina Habib, University of Texas at Arlington room: Western Stage House 10: 30am–noon Session 2.4 room: Steamboat Hotel Sensory Processing: I Hear, I Smell, I See: How Our Senses Influence Persuasion —Sounds of Green: How Brand Name Sounds Metaphorically Convey Environmental Friendliness Pradnya Joshi, Michigan State University Ann Kronod, Michigan State University —Sniff Sniff, This Ad Smells Better: Olfactory Imagery and Individual Differences in Sense of Smell Meng-Hsien Lin, Iowa State University Samantha N. Cross, Iowa State University Russell N. Laczniak, Iowa State University Terry L. Childers, Iowa State University —The Impact of Augmented Reality on Self-Brand Connections and Purchase Intentions Tae Hyun Baek, University of Kentucky Chan Y. Yoo, University of Kentucky Sukki Yoon, Bryant University —Tracking Users’ Visual Attention and Responses to Personalized Advertising Based on Task Cognitive Demand Hyejin Bang, University of Georgia Bartosz W. Wojdynski, University of Georgia Moderator: Jacqueline Hitchon, University of Illinois Gender Matters Session 2.5: —The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery —Measuring Emotional Responses to Luxury and Premium Brands James M. Mayer, Indiana University Plamen P. Peev, Towson University —Unpacking “Gay Vague” Advertising: The Case of Lesbian Chic Abigail Nappier, University of Wisconsin Robert Harrison, Western Michigan University Ann Veeck, Western Michigan University —Applying The Risk Information Seeking And Processing Model to the Risk of Sexual Aggression Among Females Aged 18-25: Advertising Implications Gregory Calhoun, Marquette University James Pokrywczynski, Marquette University Robert Griffin, Marquette University —A Retrospective Examination of Female Model Portrayals in Male Youth-Targeted Cigarette Advertising James M. Mayer, Indiana University Moderator: Katherine Sredl, Loyola University Chicago room: Western Stage House Branding, Brand Placement and Memory Jooyoung Kim, University of Georgia Hyejin Bang, University of Georgia Eun Sook Kwon, University of Georgia —Implicit Learning of Brand Associations Through Brand Placement Claudia C. Mich, Purdue University-Calumet —In-Game Advertising in Fantasy Games: The Role of Thematic Congruity Shana Verberckmoes, University of Antwerp Karolien Poels, University of Antwerp Laura Herrewijn, University of Antwerp —I Have Seen that Brand Before! How do Consumers Recognize Advertised Brands?: Brand Distinctiveness vs. Brand Differentiation Il Young Ju, University of Florida Jong Woo Jun, Dankook University Moderator: Lu Zheng, University of Florida SATURDAY, March 28 > > > Session 2.3: < < < SATURDAY, March 28 room: Merchants Hotel Mental and Embodied Brand Knowledge and Implicit and Explicit Processes for Advertising Chair: Martin Waiguny, Auckland University of Technology Panelists: Patrick Vargas, University of Illinois Edith Smit, University of Amsterdam Lisa Vandeberg, University of Amsterdam Euejung Hwang, Auckland University of Technology Awards Luncheon Session 2.9: room: Merchants Hotel Take a Seat, Grab a Chair, and Learn about Life as an Administrator Chair: Steven M. Edwards, Southern Methodist University Panelists: Alyse Lancaster, University of Miami Tom Reichert, University of Georgia Patricia Stout, University of Texas at Austin Thomas Vogel, Emerson College noon – 2pm 5: 15pm room: Wolf Point Meet some of AAA’s outstanding members who will be honored with various research, service, and teaching awards. Congratulate the winners of the Top Conference Paper and Top Student Paper. Honor the authors of the Best Journal Articles. 2pm–3: 30pm Session 2.7: room: Steamboat Hotel Off Site Event meet in: Hotel Lobby 6:00-8:00pm — Art Institute of Chicago Sponsored by: (Reception & Gallery Viewing) •Michigan State University •University of Georgia •University of Minnesota SATURDAY, March 28 > > > Session 2.6: •Southern Methodist University •University of Illinois •University of South Florida Motivations for Media, Multi-tasking and Effects —Multitasking with Second Screen Media: The Persuasive Effects and Underlying Mechanisms of Multiscreening SUNDAY, March 29 Claire M. Segijn, University of Amsterdam —A Motivational Approach to Consumer Engagement in Social Media Eunice Kim, University of Florida 8: 15am —Advertising Acceptance in Mobile Social Networks (MSN): A Conceptual Model Morning Coffee —The Influence of Game Players’ Motivational Traits on Cognitive Processing of In-Game Advertising Session 3.1: Moderator: Peter C. Neijens, University of Amsterdam Session 2.8: room: Western Stage House Persuasion —The Moderating Role of Relevance in Ad Repetition Ann Kronrod, Michigan State University Joel Huber, Duke University —The Extended Match-Up Hypothesis Model: The Role of Self-Referencing in Celebrity Endorsement Effects SeungAe Lee, University of Texas at Austin Wonyoung Kim, Wichita State University Euy-jin Kim, Kookmin University Jiyoon Karen Han, University of Texas at Austin —What Explain Cross-Cultural Differences in Responses to Comparative Advertising? Role of Perceived Informativeness, Perceived Assertiveness, Claim Believability, and Perceived Considerateness Soojung Kim, University of Minnesota Yoori Hwang, Myongji University Se-Hoon Jeong, Korea University —Measuring Consumers’ Responses To Negative Advertising: The Tolerance Of Negativity (Ton) Scale 8: 30am–10am Linwan Wu, University of Florida Johnny Sparks, Central Michigan University Sungwon Chung, Texas Tech University Akshaya Vijayalakshmi, Iowa State University Russell N. Laczniak, Iowa State University Darrel Muehling, Washington State University Moderator: Chang Dae Ham, University of Illinois room: 14th Floor Foyer room: Merchants Hotel Product Reviews —Identity Disclosure, Claim Extremity, Product Knowledge, and Source Credibility in Online Consumer Product Reviews Ming-Ching Liang, University of Texas at Austin —Individual and Social Factors Related to Social Media Word-of-Mouth Product Reviews Jiyoon Karen Han, University of Texas at Austin Lee Ann Kahlor, University of Texas at Austin —The Effect of Narrative vs. Structured Presentation Formats on the Evaluation of Product Reviews and Attitudes Toward Products Hana Na, Michigan State University —The Credibility of Online Product Reviews: How Much Do Consumers Trust Them? Yan Shan, University of South Florida Karen King, University of Georgia Moderator: Faye (Fang) Yang, State University of New York System (SUNY) Session 3.2: “Social Good” Advertising room: Steamboat Hotel —Time Frame and Attribution Process of Cause-Related Marketing: Moderating Roles of Self-Construal and Product Involvement Seounmi Youn, Emerson College Hyuksoo Kim, Ball State University —Opinion Leadership and Proactive Engagement with Social Norm Campaigns: A Case Study of the Empty Plate Movement Ye Wang, University of Missouri-Kansas City Yang Li, Shanghai University SUNDAY, March 29 > > > Session 3.4: (cont’d) room: Merchants Hotel Branding and Brand Strategy (cont’d) “Social Good” Advertising (cont’d) —The Effect of “Pink” in Breast Cancer Advertisements: How Saliency Deters Intentions from a Protection Motivation Theory Perspective —Effects of Repeated Brand Exposure on Memory for Other NonRepeated Brands —The Influence of Mood and Information Processing Strategies on Recall and Intention to Get a Flu Vaccine Moderator: Michael Hanley, Ball State University Michael Devlin, DePaul University Sydney Dillard, DePaul University Sela Sar, University of Illinois George Anghelcev, Penn State University John G. Wirtz, University of Illinois Brittany R.L. Duff, University of Illinois room: Western Stage House —How Uses and Gratifications of Smartphone Apps Affect Attitudes toward In-App Advertising Kelty Logan, University of Colorado —“My Name Is… and I’m a Binge Viewer”: An Exploratory Study of Motivations for Binge Watching Behavior Yoon Hi Sung, University of Texas at Austin Eun Yeon Kang, University of Texas at Austin Wei-Na Lee, University of Texas at Austin —Thumbs Down to Facebook? Exploring Social Media Addiction Among Millennials Using the Consumption Continuum Framework Laura Bright, Texas Christian University Stacy Landreth Grau, Texas Christian University Susan Bardi Kleiser, Texas Christian University —How Media Factors Influence Trust in Advertising for Baby Boomers: A Consumer-Media Relationship Model of TV Kristin Stewart, University of Texas at Austin Mary Dunn, University of Texas at Austin Isabella Cunningham, University of Texas at Austin Moderator: Ruth E. Brown, University of Nebraska-Lincoln 10: 15am–11: 45am Session 3.4: room: Merchants Hotel Branding and Brand Strategy —Brand Association and Alliance on News Media: Exploration of Brand Association Networks in International Airline Alliances Ming-Ching Liang, University of Texas at Austin Seokho Lee, University of Texas at Austin Chih-Hao Chen, University of Texas at Austin —When a Brand is at Risk: Strategic Brand Management with a Focus of Core Competency and Self-Disclosure Haley Heiser, Canisius College Mark Yi-Cheon Yim, Canisius College Paul Sauer, Canisius College —“I Think I Just Saw Another Version of It”: An Investigation of Congruity Effects Between Product Placement and Webpage Ad As Well As Exposure Timing on Product Recognition Shili Xiong, University of Illinois Brittany R.L. Duff, University of Illinois Jiachen Yao, University of Illinois Session 3.5: room: Steamboat Hotel —Revisiting the Relationship Between Need for Cognition and Humor: Evidence From Multiple Manifestations of the Humorous Experience Motivations for Media Use and Advertising Effects Hyun Jin, Queensland University of Technology Yun-Oh Whang, University of Pittsburgh Humor and Persuasion Moderator: Rebecca Hayes, Illinois State University Session 3.3: James M. Mayer, Indiana University —Humor Effects in Shame-Inducing Health Issue Advertising: The Moderating Effects of Fear of Negative Evaluation Hyejin Yoon, Southern Methodist University —Comedic Violence in Advertising: A Test of Gender Commonality Charles S. Gulas, Wright State University Kunal Swani, Wright State University Marc G. Weinberger, University of Massachusetts —Effective Humor Communication on eWOM for the Serious Collegerelated Anxiety Issue on Campus Jiyoon Karen Han, University of Texas Patricia Stout, University of Texas Moderator: Hsu-Hsien Chi, Shih Hsin University Session 3.6: room: Western Stage House Advertising Avoidance —Perceptual and Attitudinal Factors Affecting Consumers’ Avoidance of Location-Based Mobile Advertising (LBMA) Wonsun Shin, Nanyang Technological University Tsui-Chuan Trisha Lin, Nanyang Technological University —5-Second Persuasion: The Effect of the Skip Function in Pre-Roll Advertising Sang Chon Kim, University of Oklahoma Doyle Yoon, University of Oklahoma —The Interplay of Ad Choice and Involvement in Response to Online Video Ad Interruption: A Mediating Role of Psychological Reactance Regina Ahn, University of Illinois Chang Dae Ham, University of Illinois —Dual Processing Model of Ad Avoidance: Ad Relevance vs. Salience Hyejin Bang, University of Georgia Jooyoung Kim, University of Georgia Doo Yeon Park, University of Georgia Moderator: Juliana Fernandes, University of Miami AAA 2015 C onference A djourns M ark Y our C alendars N ow ! 2015 AAA Global Conference in conjunction with Auckland University of Technology July 9 – 12, 2015 Auckland, New Zealand 2016 AAA Annual Conference March 17 – 20, 2016 Seattle, Washington fnl-3.2.15x < < < SUNDAY, March 29 room: Steamboat Hotel SUNDAY, March 29 > > > Session 3.2: (cont’d)
