Staff/Research Postgraduate Seminar
Marketing and Retail Group/SBS
[ May 2014 ]
Anne L. Roggeveen
Associate Professor of Marketing
Babson College
The Choice is Close at Hand - How Hand Proximity impacts Consumer
Responses to Persuasive Communications
17:00*-18:30
6 th of May 2014
Room: XX MS XX
*, tea and coffee served
Abstract: This research examines the impact of hand proximity (proximal or distal) on how consumers process the information contained in an ad or a product website. Five studies demonstrate that when hands are proximal to that information (e.g., using a mobile device to view the information), there is more detail-oriented processing which results in greater attribute recall and a greater amount of attribute-related thoughts. When hands are distal to the information (e.g., using a desktop to view the information), there is more holistic processing which results in greater thematic recall and thoughts about the theme. Cue incongruity is found to moderate these effects. We also demonstrate that hand proximity can differentially impact choice and product evaluations. Specifically, when hands are proximal consumers prefer high-touch products and ads communicating detailed product information; when hands are distal consumers prefer low touch products and ads which focus on a theme. The research has important practical significance, given the ubiquity of both hand held devices and computers.
About the presenter: Professor Roggeveen’s research interests are in the area of consumer and managerial information processing and decision making —particularly in the areas of pricing, retailing, and services. Her research has been published in a number of journals including the Journal of Marketing Research, Journal of Consumer Research,
Journal of Consumer Psychology, Journal of the Academy of Marketing Science , and Journal of Retailing . Additionally she has presented her research at numerous national and international conferences.
She has won a number of awards for her research including Best Conference Paper La
Londe Conference (2011), the William R. Davidson Journal of Retailing Best Paper Award
(2010), Best Paper Consumer Behavior Track Paper, Winter AMA (2009), Babson College
Faculty Scholarship Award (2008 and 2012), the M. Wayne DeLozier Best Conference
Paper Award, AMS (2008), and the Stanley C. Hollander Outstanding Retailing Paper
Award, AMS (2008). Her paper, “Customer Experience Creation: Determinants, Dynamics and Management Strategies,” was one of the Top-10 most-cited articles published in Journal of Retailing during the 2007-2011 period.
Professor Roggeveen has taught the MBA core course in marketing as well as electives in
Marketing Research, Marketing Experiments, and Marketing Strategy. Her industry experience includes work for State Street Corporation, Lotus Development Corporation, First
Night, and the Commonwealth Institute in London.