Individual Papers Reviewers
Sheikha Alia -, Indian School of Business
Pankaj Aggarwal, University of Toronto, Canada
Thomas Allard, University of British Columbia, Canada
Adam Alter, New York University, USA
On Amir, UC San Diego, USA
Eduardo Andrade, FGV, Rio de Janeiro, Brazil
Justin Angle, University of Montana
Lalin Anik, Duke University, USA
Jennifer Argo, University of Alberta, Canada
GIZEM ATAV, SUNY Binghamton, USA
Sumitra Auschaitrakul, McGill University, Canada
Tamar Avnet, Yeshiva University, USA
Wilson Bastos, Universidade Catolica Portuguesa
Shankha Basu, Nanyang Technological University, Singapore
Julia Bayuk, University of Delaware, USA
Kara Bentley, University of South Carolina, USA
Jonathon Berman, University of Pennsylvania, USA
Amit Bhattacharjee, Dartmouth College
Lauren Block, Baruch College, USA
Lisa E. Bolton, Pennsylvania State University, USA
Saar Bossuyt, Ghent University, Belgium
Simona Botti, London Business School, UK
C. Miguel Brendl, Northwestern University, USA
Aaron R. Brough, Utah State University, USA
Katherine Burson, University of Michigan, USA
Frank Cabano, The University of Kansas
Margaret Campbell, University of Colorado, USA
Efe Camurdan, Koc University
Iana Castro, San Diego State University, USA
Lisa Cavanaugh, University of Southern California, USA
Amitav Chakravarti, London School of Economics, UK
Cindy Chan, University of Toronto, Canada
Elaine Chan, Tilburg University, The Netherlands
Pierre Chandon, INSEAD, France
Elise Chandon Ince, University of South Carolina, USA
Lan Chaplin, University of Illinois-Chicago
tanya chartrand, Duke University, USA
Yimin Cheng, Hong Kong University of Science and Technology
Sydney Chinchanachokchai, University of Wisconsin-Eau Claire
Hyun Young Cho, University of Texas at Arlington
Yoon-Na Cho, Villanova University, USA
Sorim Chung, University of California Riverside, USA
Bart Claus, Iéseg School of Management, France
Irene Consiglio, Erasmus University Rotterdam, The Netherlands
Katrien Cooremans, Ghent University, Belgium
Yann Cornil, INSEAD, France
Michael Covey, University of Minnesota, USA
Clayton R. Critcher, University of California, Berkeley, USA
Marcus Cunha Jr., University of Georgia, USA
Keisha Cutright, Wharton
Charlene Dadzie, University of North Texas
Steven Dallas, New York University, USA
Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
ILGIM DARA, University of Massachusetts, USA
Caroline De Bondt, Ghent University, Belgium
Joris Demmers, University of Amsterdam
Xiaoyan Deng, The Ohio State University, USA
Perrine Desmichel, University of Lausanne
Berna Devezer, University of Idaho, USA
Fabrizio Di Muro, The University of Winnipeg
Claudiu Dimofte, San Diego State, USA
Shibiao Ding, Ghent University, Belgium
Jingyi Duan, Jingyi Duan
Ron Duclos, HKUST
Jane Ebert, Brandeis University, USA
Isabelle Engeler, University of St. Gallen, Switzerland
Antonia Erz, Copenhagen Business School
Jennifer Escalas, Vanderbilt University, USA
Douglas R. Ewing, Bowling Green State University, USA
Rosellina Ferraro, University of Maryland, USA
Gavan Fitzsimons, Duke University, USA
Valerie Folkes, University of Southern California, USA
Mark Forehand, University of Washington, USA
David Gal, University of Illinois - Chicago, USA
Leandro Galli, Warwick University/London Business School
Chelsea Galoni, Kellogg School of Management, Northwestern University
Agata Gąsiorowska, University of Social Sciences and Humanities
Claas Christian Germelmann, University of Bayreuth, Germany
Andrew D. Gershoff, University of Texas at Austin, USA
Kelly Goldsmith, Northwestern University, USA
Joseph Goodman, Washington University in St. Louis, USA
Vladas Griskevicius, University of Minnesota, USA
Anna Linda Hagen, University of Michigan, USA
Michael Hair, Georgia Tech, USA
Rebecca Hamilton, University of Maryland, USA
Eunjoo Han, The University of Texas at Austin
Kelly Haws, Vanderbilt University, USA
Yang He, University of Georgia, USA
Jose Mauro Hernandez, Centro Universitário da FEI
Hal Hershfield, University of California Los Angeles, USA
Nico Heuvinck, IESEG School of Management, France
JoAndrea Hoegg, University of British Columbia, Canada
Heather Honea, San Diego State University, USA
Jiewen Hong, Hong Kong University of Science and Technology, Hong Kong, China
Ming Hsu, University of California Berkeley, USA
Tommy Hsu, Tarleton State Universty
Miao Hu, University of Hawaii, USA
Li Huang, University of South Carolina, USA
SZU-CHI HUANG, Stanford University, USA
Yanliu Huang, Drexel University, USA
Iris W. Hung, National University of Singapore, Singapore
Dawn Iacobucci, Vanderbilt University
Jeff Inman, University of Pittsburgh, USA
Caglar Irmak, University of Miami, USA
J.P. James, Rutgers University, USA
Jennifer Jeffrey, Ivey Business School, Western University, Canada
He (Michael) Jia, University of Southern California, USA
Zixi Jiang, University of New South Wales, Australia
Jenny Jiao, University of Iowa, USA
Barbara E. Kahn, University of Pennsylvania, USA
Esther Kang, SUNY Buffalo, USA
Selcan Kara, University of Connecticut, USA
Mansur Khamitov, Ivey Business School, Western University
Jamel Khenfer, Aix-Marseille University, France
Aekyoung Kim, University of Texas, San Antonio
Hae Joo Kim, Wilfrid Laurier University, Canada
Junghan Kim, State University of New York at Buffalo,USA
Amna Kirmani, University of Maryland, USA
Aleksandra Kovacheva, University of Pittsburgh, USA
Ann Kronrod, Michigan State University, USA
Katina Kulow, University of South Carolina, USA
Ellie Kyung, Dartmouth College, USA
Aparna Labroo, Northwestern University, USA
Joseph Lajos, HEC Lausanne, Switzerland
Juliano Laran, University of Miami, USA
Ray Lavoie, University of Manitoba, Canada
Robyn LeBoeuf, Washington University, USA
hyojin lee, Ohio State University, USA
Leonard Lee, National University of Singapore, Singapore
Saerom Lee, University of Texas at San Antonio, USA
Anne-Sophie Lenoir, Rotterdam School of Management, Erasmus University
Eric Levy, University of Cambridge, UK
Peter Lewinski, University of Amsterdam
Yi Li, HEC Paris, France
YuanYuan Li, KU Leuven
Chien-Wei (Wilson) Lin, Hartwick College, USA
Tyrha M. Lindsey, Rutgers University, USA
Christopher Ling, University of South Carolina, USA
Peggy Liu, Duke University, USA
Xin Liu, California State Polytechnic University, Pomona
Jonathan Luffarelli, IE Business School - IE University
Debbie MacInnis, University of Southern California
Shilpa Madan, Nanyang Technological University, Singapore
Durairaj (Mahesh) Maheswaran, New York University
Lucia Malär, University of Bern, Switzerland
Prashant Malaviya, Georgetown University, USA
Selin A. Malkoc, Washington University in St. Louis, USA
Anne-Flore Maman Larraufie, SémioConsult, Italy
Srikant Manchiraju, Indiana University, USA
Naomi Mandel, Arizona State University, USA
Pragya Mathur, Baruch College, USA
Brent McFerran, Simon Fraser University, Canada
A. Peter McGraw, University of Colorado, USA
Ezgi Merdin, Bogazici University
Robert Meyer, University of Pennsylvania, USA
Tom Meyvis, New York University, USA
Elizabeth Miller, Universiy of Massachusetts Amherst, USA
Dong-Jun Min, University of Georgia, USA
Himanshu Mishra, University of Utah, USA
Chiraag Mittal, University of Minnesota, USA
Cassie Mogilner, The Wharton School, University of Pennsylvania, USA
Carey Morewedge, Boston University, USA
Mehdi Mourali, University of Calgary, Canada
James Mourey, DePaul University, USA
Gergana Nenkov, Boston College, USA
Joseph C. Nunes, University of Southern California, USA
Lale Okyay-Ata, Koç University, Turkey
Ashley Otto, University of Cincinnati, USA
Grant Packard, Laurier School of Business & Economics, Canada
Karen Page Winterich, Pennsylvania State University, USA
Anna Paley, New York University, USA
J. April Park, Fort Hays State University
Jane Park, University of South Carolina, USA
Mijung Park, Northwestern University
Yupin Patara, SASIN Chulalongkorn University, Bangkok, Thailand
Abhishek Pathak, Nanyang Technological University, Singapore
Jorge Pena Marin, University of Texas at San Antonio, USA
Sara Penner, University of Manitoba, Canada
Dikla Perez, Tel -Aviv University, Israel
Andrew W. Perkins, Washington State University, USA
Marta Pizzetti, Università della Svizzera Italiana, Switzerland
Anastasiya Pocheptsova, University of Maryland, USA
Morgan Poor, University of San Diego, USA
Steve Posavac, Vanderbilt University, USA
Cait Poynor Lamberton, University of Pittsburgh, USA
John Pracejus, University of Alberta, Canada
Stefano Puntoni, Rotterdam School of Management, Erasmus University, The Netherlands
Priya Raghubir, New York University, USA
Tracy Rank-Christman, Rutgers University, USA
Joseph Redden, University of Minnesota, USA
Crystal Reeck, Columbia University, USA
Jason Riis, The Wharton School, University of Pennsylvania
Christine Ringler, Rutgers University, USA
Jessica Rixom, Florida International University
Sarah Roche, University of Texas at San Antonio, USA
Deborah Roedder John, University of Minnesota, USA
Jeff Rotman, Ivey Business School
Caroline Roux, Concordia University, Canada
Derek Rucker, Northwestern University, USA
Christina Saenger, Youngstown State University, USA
Ruby Q. Saine, University of South Florida
Anthony Salerno, University of Cincinnati
Geetanjali Saluja, HKUST, Hong Kong
Adriana Samper, Arizona State University, USA
Ann Schlosser, University of Washington, USA
Rom Schrift, University of Pennsylvania, USA
Ainslie Schultz, University of Arizona, USA
Maura Scott, Florida State University, USA
Aner Sela, University of Florida, USA
Sankar Sen, Baruch College, USA
Edith Shalev, Technion, Israel
Jeremy Sierra, Texas State University at San Marcos, USA
Amitkumar Surendra Singh, The Ohio State University
Tatiana Sokolova, HEC Paris, France
Robin Soster, University of Arkansas, USA
Ekta Srivastava, Indian Institute of Management Lucknow
Ashley Stadler Blank, Pennsylvania State University, USA
Aline Stämpfli, University of Bern, Switzerland
Eric Stenstrom, Farmer School of Business, Miami University
Anik St-Onge, ESG-UQAM
Jason Stornelli, University of Michigan, USA
Chris Summers, Ohio State University, USA
Aruna Divya T., Indian Institute of Management, Bangalore
Maryam Tofighi, John Molson School of Business, Concordia University, Canada
Valerie Trifts, Dalhousie University, Canada
Meltem Tugut, Saint Louis University
Nicole Verrochi Coleman, University of Pittsburgh, USA
Joachim Vosgerau, Tilburg University, The Netherlands
Monica Wadhwa, INSEAD, Singapore
Martin K. J. Waiguny, Auckland University of Technology, New Zealand
Rebecca Walker Reczek, Fisher College of Business, The Ohio State University, USA
Liad Weiss, University of Wisconsin - Madison, USA
Wolfgang Weitzl, University of Vienna
Katherine White, University of British Columbia, Canada
Keith Wilcox, Columbia University, USA
Kaitlin Woolley, University of Chicago Booth School of Business
David Wooten, University of Michigan, USA
Eugenia Wu, University of Pittsburgh, USA
Lan Xia, Bentley University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan
Carolyn Yoon, University of Michigan, USA
Haewon Yoon, Boston University, USA
Kelly EunJung Yoon, University of California, Irvine
Mujde Yuksel, Suffolk University
Daniel Zane, Ohio State University, USA
Magdalena Zawisza, Anglia Ruskin University,Cambridge, UK
Yael Zemack-Rugar, University of Central Florida, USA
Mingyue Zhang, Rutgers University, USA
Ying Zhang, University of Texas at Austin, USA
Min Zhao, University of Toronto, Canada
Xiaoying Zheng, Peking University
Meng Zhu, Johns Hopkins University, USA
Rui (Juliet） Zhu, CKGSB, China
Ying Zhu, The University of British Columbia, Canada
Symposium Reviewers
Pankaj Aggarwal, University of Toronto, Canada
Adam Alter, New York University, USA
Justin Angle, University of Montana
Jennifer Argo, University of Alberta, Canada
Tamar Avnet, Yeshiva University, USA
Julia Bayuk, University of Delaware, USA
Jonathon Berman, University of Pennsylvania, USA
Amit Bhattacharjee, Dartmouth College
Lauren Block, Baruch College, USA
Lisa E. Bolton, Pennsylvania State University, USA
Simona Botti, London Business School, UK
C. Miguel Brendl, Northwestern University, USA
Katherine Burson, University of Michigan, USA
Margaret Campbell, University of Colorado, USA
Iana Castro, San Diego State University, USA
Lisa Cavanaugh, University of Southern California, USA
Amitav Chakravarti, London School of Economics, UK
Elaine Chan, Tilburg University, The Netherlands
Pierre Chandon, INSEAD, France
Elise Chandon Ince, University of South Carolina, USA
Lan Chaplin, University of Illinois-Chicago
tanya chartrand, Duke University, USA
Alexander Chernev, Kellogg Northwestern University, USA
Clayton R. Critcher, University of California, Berkeley, USA
Marcus Cunha Jr., University of Georgia, USA
Keisha Cutright, Wharton
Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Fabrizio Di Muro, The University of Winnipeg
Claudiu Dimofte, San Diego State, USA
Ron Duclos, HKUST
Jennifer Escalas, Vanderbilt University, USA
Rosellina Ferraro, University of Maryland, USA
Gavan Fitzsimons, Duke University, USA
Valerie Folkes, University of Southern California, USA
Mark Forehand, University of Washington, USA
David Gal, University of Illinois - Chicago, USA
Andrew D. Gershoff, University of Texas at Austin, USA
Kelly Goldsmith, Northwestern University, USA
Joseph Goodman, Washington University in St. Louis, USA
Vladas Griskevicius, University of Minnesota, USA
Rebecca Hamilton, University of Maryland, USA
Kelly Haws, Vanderbilt University, USA
Hal Hershfield, University of California Los Angeles, USA
JoAndrea Hoegg, University of British Columbia, Canada
Jiewen Hong, Hong Kong University of Science and Technology, Hong Kong, China
SZU-CHI HUANG, Stanford University, USA
Yanliu Huang, Drexel University, USA
Iris W. Hung, National University of Singapore, Singapore
Jeff Inman, University of Pittsburgh, USA
Barbara E. Kahn, University of Pennsylvania, USA
Amna Kirmani, University of Maryland, USA
Ellie Kyung, Dartmouth College, USA
Aparna Labroo, Northwestern University, USA
Juliano Laran, University of Miami, USA
Robyn LeBoeuf, Washington University, USA
Leonard Lee, National University of Singapore, Singapore
Eric Levy, University of Cambridge, UK
Debbie MacInnis, University of Southern California
Durairaj (Mahesh) Maheswaran, New York University
Prashant Malaviya, Georgetown University, USA
Selin A. Malkoc, Washington University in St. Louis, USA
Naomi Mandel, Arizona State University, USA
Brent McFerran, Simon Fraser University, Canada
A. Peter McGraw, University of Colorado, USA
Robert Meyer, University of Pennsylvania, USA
Tom Meyvis, New York University, USA
Elizabeth Miller, Universiy of Massachusetts Amherst, USA
Himanshu Mishra, University of Utah, USA
Cassie Mogilner, The Wharton School, University of Pennsylvania, USA
Carey Morewedge, Boston University, USA
Gergana Nenkov, Boston College, USA
Joseph C. Nunes, University of Southern California, USA
Karen Page Winterich, Pennsylvania State University, USA
Andrew W. Perkins, Washington State University, USA
Steve Posavac, Vanderbilt University, USA
Cait Poynor Lamberton, University of Pittsburgh, USA
John Pracejus, University of Alberta, Canada
Stefano Puntoni, Rotterdam School of Management, Erasmus University, The Netherlands
Priya Raghubir, New York University, USA
Joseph Redden, University of Minnesota, USA
Jason Riis, The Wharton School, University of Pennsylvania
Christine Ringler, Rutgers University, USA
Deborah Roedder John, University of Minnesota, USA
Derek Rucker, Northwestern University, USA
Adriana Samper, Arizona State University, USA
Ann Schlosser, University of Washington, USA
Maura Scott, Florida State University, USA
Aner Sela, University of Florida, USA
Sankar Sen, Baruch College, USA
Edith Shalev, Technion, Israel
Nicole Verrochi Coleman, University of Pittsburgh, USA
Joachim Vosgerau, Tilburg University, The Netherlands
Monica Wadhwa, INSEAD, Singapore
Rebecca Walker Reczek, Fisher College of Business, The Ohio State University, USA
Katherine White, University of British Columbia, Canada
Keith Wilcox, Columbia University, USA
David Wooten, University of Michigan, USA
Eugenia Wu, University of Pittsburgh, USA
Carolyn Yoon, University of Michigan, USA
Ying Zhang, University of Texas at Austin, USA
Min Zhao, University of Toronto, Canada
Meng Zhu, Johns Hopkins University, USA
Rui (Juliet） Zhu, CKGSB, China
Working Papers Reviewers
Sheikha Alia -, Indian School of Business
Eduardo Andrade, FGV, Rio de Janeiro, Brazil
Lalin Anik, Duke University, USA
GIZEM ATAV, SUNY Binghamton, USA
Sumitra Auschaitrakul, McGill University, Canada
Tamar Avnet, Yeshiva University, USA
Shankha Basu, Nanyang Technological University, Singapore
Julia Bayuk, University of Delaware, USA
Kara Bentley, University of South Carolina, USA
Frank Cabano, The University of Kansas
Efe Camurdan, Koc University
Elise Chandon Ince, University of South Carolina, USA
Yimin Cheng, Hong Kong University of Science and Technology
Sydney Chinchanachokchai, University of Wisconsin-Eau Claire
Hyun Young Cho, University of Texas at Arlington
Yoon-Na Cho, Villanova University, USA
Sorim Chung, University of California Riverside, USA
Irene Consiglio, Erasmus University Rotterdam, The Netherlands
Katrien Cooremans, Ghent University, Belgium
Yann Cornil, INSEAD, France
Charlene Dadzie, University of North Texas
ILGIM DARA, University of Massachusetts, USA
Caroline De Bondt, Ghent University, Belgium
Joris Demmers, University of Amsterdam
Perrine Desmichel, University of Lausanne
Fabrizio Di Muro, The University of Winnipeg
Jingyi Duan, Jingyi Duan
Jane Ebert, Brandeis University, USA
Antonia Erz, Copenhagen Business School
Douglas R. Ewing, Bowling Green State University, USA
Leandro Galli, Warwick University/London Business School
Chelsea Galoni, Kellogg School of Management, Northwestern University
Agata Gąsiorowska, University of Social Sciences and Humanities
Claas Christian Germelmann, University of Bayreuth, Germany
Anna Linda Hagen, University of Michigan, USA
Michael Hair, Georgia Tech, USA
Jose Mauro Hernandez, Centro Universitário da FEI
Nico Heuvinck, IESEG School of Management, France
Heather Honea, San Diego State University, USA
Ming Hsu, University of California Berkeley, USA
Miao Hu, University of Hawaii, USA
Li Huang, University of South Carolina, USA
Dawn Iacobucci, Vanderbilt University
Caglar Irmak, University of Miami, USA
J.P. James, Rutgers University, USA
He (Michael) Jia, University of Southern California, USA
Selcan Kara, University of Connecticut, USA
Mansur Khamitov, Ivey Business School, Western University
Jamel Khenfer, Aix-Marseille University, France
Junghan Kim, State University of New York at Buffalo,USA
Aleksandra Kovacheva, University of Pittsburgh, USA
Ann Kronrod, Michigan State University, USA
Katina Kulow, University of South Carolina, USA
Ray Lavoie, University of Manitoba, Canada
hyojin lee, Ohio State University, USA
Saerom Lee, University of Texas at San Antonio, USA
Anne-Sophie Lenoir, Rotterdam School of Management, Erasmus University
Peter Lewinski, University of Amsterdam
Yi Li, HEC Paris, France
YuanYuan Li, KU Leuven
Tyrha M. Lindsey, Rutgers University, USA
Christopher Ling, University of South Carolina, USA
Peggy Liu, Duke University, USA
Jonathan Luffarelli, IE Business School - IE University
Lucia Malär, University of Bern, Switzerland
Prashant Malaviya, Georgetown University, USA
Anne-Flore Maman Larraufie, SémioConsult, Italy
Srikant Manchiraju, Indiana University, USA
Pragya Mathur, Baruch College, USA
Ezgi Merdin, Bogazici University
Chiraag Mittal, University of Minnesota, USA
James Mourey, DePaul University, USA
Lale Okyay-Ata, Koç University, Turkey
J. April Park, Fort Hays State University
Jane Park, University of South Carolina, USA
Yupin Patara, SASIN Chulalongkorn University, Bangkok, Thailand
Abhishek Pathak, Nanyang Technological University, Singapore
Sara Penner, University of Manitoba, Canada
Dikla Perez, Tel -Aviv University, Israel
Marta Pizzetti, Università della Svizzera Italiana, Switzerland
Tracy Rank-Christman, Rutgers University, USA
Crystal Reeck, Columbia University, USA
Jessica Rixom, Florida International University
Sarah Roche, University of Texas at San Antonio, USA
Jeff Rotman, Ivey Business School
Christina Saenger, Youngstown State University, USA
Ruby Q. Saine, University of South Florida
Anthony Salerno, University of Cincinnati
Adriana Samper, Arizona State University, USA
Rom Schrift, University of Pennsylvania, USA
Irene Scopelliti, Cass Business School, City University London, UK
Aner Sela, University of Florida, USA
Amitkumar Surendra Singh, The Ohio State University
Tatiana Sokolova, HEC Paris, France
Robin Soster, University of Arkansas, USA
Ekta Srivastava, Indian Institute of Management Lucknow
Ashley Stadler Blank, Pennsylvania State University, USA
Aline Stämpfli, University of Bern, Switzerland
Eric Stenstrom, Farmer School of Business, Miami University
Jason Stornelli, University of Michigan, USA
Chris Summers, Ohio State University, USA
Martin K. J. Waiguny, Auckland University of Technology, New Zealand
Wolfgang Weitzl, University of Vienna
Keith Wilcox, Columbia University, USA
Eugenia Wu, University of Pittsburgh, USA
Lan Xia, Bentley University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan
Kelly EunJung Yoon, University of California, Irvine
Mujde Yuksel, Suffolk University
Daniel Zane, Ohio State University, USA
Magdalena Zawisza, Anglia Ruskin University,Cambridge, UK
Mingyue Zhang, Rutgers University, USA
Xiaoying Zheng, Peking University
Program Overview
Thursday, 26 February 2015
11:00am-8:00pm
3:00pm - 5:30pm
6:00pm - 8:00pm
6:00pm - 7:30pm
REGISTRATION
SCP Executive Committee Meeting
RECEPTION
WORKING PAPER SESSION 1
Friday, 27 February 2015
7:00am - 8:00am
7:00am - 8:00pm
7:30am-8:15am
8:15am - 9:30am
9:30am - 9:45am
9:45am-10:45am
10:45am-11:00am
11:00am - 12:15pm
12:30pm-2:00pm
2:15pm-3:30pm
3:30pm-3:45pm
3:45pm-5:00pm
4:00pm -4:50pm
5:00pm-6:30pm
6:00pm-8:00pm
6:00pm - 7:30pm
Zumba Class
REGISTRATION
BREAKFAST
SESSION 1
BREAK
PLENARY SESSION 1: Elizabeth Loftus, University of California, Irvine
BREAK
SESSION 2
LUNCHEON AND PRESIDENTIAL ADDRESS
SESSION 3
BREAK
SESSION 4
JCP AE Research and Report
JCP ERB Meeting
RECEPTION
WORKING PAPER SESSION 2
Saturday, 28 February 2015
7:00am - 8:00am
7:00am-3:45pm
7:00am - 8:00am
7:30am-8:15am
8:15am-9:30am
9:30am-9:45am
9:45am-10:45am
10:45am-11:00am
11:00am-12:15pm
12:30pm-2:00pm
2:15pm - 3:30pm
3:30pm-3:45pm
3:45pm - 5:00pm
5:30pm-11:30pm
Yoga Class
REGISTRATION
SCP Advisory Panel Breakfast Meeting
BREAKFAST
SESSION 5
BREAK
PLENARY SESSION 2: Robert Cialdini, Arizona State University
BREAK
SESSION 6
AWARDS AND BUSINESS LUNCHEON
SESSION 7
BREAK
SESSION 8
OFF-SITE EVENT: The Great GatSCPy Celebration at the Wrigley Mansion
Thursday, 26 February 2015
REGISTRATION
11:00am-8:00pm
SCP Executive Committee Meeting
3:00pm - 5:30pm
RECEPTION
6:00pm - 8:00pm
WORKING PAPER SESSION 1
6:00pm - 7:30pm
Working Papers: Working Paper Session One
Friday, 27 February 2015
Zumba Class
7:00am - 8:00am
REGISTRATION
7:00am - 8:00pm
BREAKFAST
7:30am-8:15am
SESSION 1
8:15am - 9:30am
Symposium: Not Always Negative: The Antecedents and Consequences of Low Personal Control
Symposium: A Matter of Taste: Consumer Tastes and Judgments of Artistic Quality
Individual Papers: Understanding the Fourth Dimension: Time
Individual Papers: Why I Buy: The Self and Consumption
Individual Papers: The Devil is in the Construal Level: Construal Theory Effects
Individual Papers: The Benefits of Marketer Transparency
BREAK
9:30am - 9:45am
PLENARY SESSION 1: Elizabeth Loftus, University of California, Irvine
9:45am-10:45am
BREAK
10:45am-11:00am
SESSION 2
11:00am - 12:15pm
Symposium: When We Are Together: The Dynamics in Shared Goal Pursuit
Symposium: Construction of Risk Preferences
Individual Papers: Risky Business: Risk and Uncertainty
Individual Papers: # Social Media
Individual Papers: Making Healthy Decisions: Consumer Health and Nutrition
Conversations: Consumer Memory
LUNCHEON AND PRESIDENTIAL ADDRESS
12:30pm-2:00pm
SESSION 3
2:15pm-3:30pm
Symposium: Hollywood-Plus: Novel Avenues of Celebrity Influence
Symposium: How Extraneous Numerical Markers Bias Consumer Judgment and Choice
Symposium: Social Media Experience: Implications for Well-Being, Word-of-Mouth, and Brand Consumption
Individual Papers: Consumer Responses to Prices
Individual Papers: What You do To Me: The Effect of Others
Individual Papers: Prospection and Retrospection: Understanding how Consumer's Look Ahead and Look Back
BREAK
3:30pm-3:45pm
SESSION 4
3:45pm-5:00pm
Symposium: Landfill Overload: The Psychology of Disposal Decision-Making
Symposium: Information that Moves Us: Understanding the Dynamic Drivers of Consumer Motivation
Individual Papers: Affect, Asymmetry and Multiculturalism: Novel Insights into Decision Making
Individual Papers: It's The Little Things: The Impact of Perceptual Cues
Individual Papers: Happiness, Jealousy and Guilt: New Perspectives on Discrete Emotions
Individual Papers: In the Eye of the Beholder: The Impact of Beauty on Choice and Judgment
JCP AE Research and Report
4:00pm -4:50pm
JCP ERB Meeting
5:00pm-6:30pm
RECEPTION
6:00pm-8:00pm
WORKING PAPER SESSION 2
6:00pm - 7:30pm
Working Papers: Working Paper Session Two
Saturday, 28 February 2015
Yoga Class
7:00am - 8:00am
REGISTRATION
7:00am-3:45pm
SCP Advisory Panel Breakfast Meeting
7:00am - 8:00am
BREAKFAST
7:30am-8:15am
SESSION 5
8:15am-9:30am
Symposium: New Perspectives on Power: Discovering Novel Effects of Power In Consumer Social Relations
Symposium: Imagine all the Products (and People): New Insights into the Processes and Consequences of
Consumer Imagination
Individual Papers: Understanding Brand Relationships and Brand Meaning
Individual Papers: The Study of Bling: Antecedents and Consequences of Luxury Consumption
Individual Papers: Getting Personal: Ego, Identity and Consumption
Individual Papers: Filling up the Tank: Research on Food Decisions
BREAK
9:30am-9:45am
PLENARY SESSION 2: Robert Cialdini, Arizona State University
9:45am-10:45am
BREAK
10:45am-11:00am
SESSION 6
11:00am-12:15pm
Symposium: Expectancy and Placebo Effects of Marketing Actions
Symposium: When Do We Want a Partner in Crime?
Individual Papers: Consumer Processing of Attribute Information
Individual Papers: To Have and to Hold or To Do and Remember: Experiential and Material Purchases
Individual Papers: Tight Wallets and Tight Supply: Effects of Scarcity
Conversations: The Consequences of Dishonest & Unethical Business Practices
AWARDS AND BUSINESS LUNCHEON
12:30pm-2:00pm
SESSION 7
2:15pm - 3:30pm
Symposium: Using neuroimaging to predict population-level consumer behavior
Symposium: New Answers to an Old Question: Emerging Research on the Determinants of Elaboration
Symposium: Underexplored Levers of Healthy Eating: Dissociative, Perceptual and Sensory Influences on Food
Consumption
Individual Papers: Spread the Word: Discussion and Word of Mouth Effects
Individual Papers: Insights about Decision Conflict
Special Awards Session: SCP Fellow, Early Career Award and Dissertation Competition Winners
BREAK
3:30pm-3:45pm
SESSION 8
3:45pm - 5:00pm
Symposium: Extending the Classic and Embracing the New: Frontier of Consumer Lay Theory Research
Symposium: New Perspectives on Choice Overload
Individual Papers: Consumer Responses to Virtual Reality and Gamification
Individual Papers: The Effects of Message Cues and Frames on Persuasion
Individual Papers: With a Goal in Mind: Goal Pursuit and Satiation
Individual Papers: Perspectives: How Different Mindsets Influence Decisions
OFF-SITE EVENT: The Great GatSCPy Celebration at the Wrigley Mansion
5:30pm-11:30pm
Thursday, 26 February 2015
REGISTRATION
11:00am-8:00pm
SCP Executive Committee Meeting
3:00pm - 5:30pm
RECEPTION
6:00pm - 8:00pm
WORKING PAPER SESSION 1
6:00pm - 7:30pm
Working Papers: Working Paper Session One
The hazard of well-known brands: Discerning consumer authenticity by inferring motivation
Katherine Crain, Fuqua School of Business, Duke University*
James Bettman, Fuqua School of Business, Duke University
Mary Frances Luce, Fuqua School of Business, Duke University
How do observers discern the authenticity of a consumer? We define perceived authenticity as occurring when a consumer is
perceived to be engaging in identity signaling consumption that is in accordance with his or her true self. We demonstrate that
consumers choosing brands that are well-known for being associated with an identity are actually perceived as less authentic in
relation to that identity than consumers choosing brands that are lesser-known; however, this effect is attenuated by consistent product
use. Finally, we show that judgments of authenticity are mediated by perceptions of the consumer’s motivation.
Examining Effects of Anticipated Future Income Changes on Present Consumption
Anja Schanbacher, London Business School, UK*
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Do anticipated future changes in income influence present consumption? According to economic literature, expectations of income
increases should increase consumption and expectations of income decreases should decrease it. However, empirical evidence of such
consumption smoothing is inconsistent. We examine consumption smoothing from a psychological perspective, focusing on mental
representations of future income changes and the role of self-continuity. Examining consumption of nonessential luxuries, we found
evidence of smoothing in anticipation of income decreases but not increases. However, encouragement to imagine the future vividly or
priming of continuity caused people to borrow from their wealthier future selves and increase present consumption.
“Therapeutic Advertising”: When Do Female Consumers Really Benefit?
Daniela Herzog, PhD student, University of Bern, Switzerland*
Lucia Malär, University of Bern, Switzerland
Harley Krohmer, University of Bern, Switzerland
This research examines whether female consumers benefit from brand strategies that attempt to decrease their self-discrepancies by
setting more realistic ideals (i.e., therapeutic advertising, such as Body Shop, Aerie, and Dove). The results of our empirical study
reveal that therapeutic advertising leads to stronger self-conscious emotions (both pride and shame) than idealistic advertising. More
specifically, we can show that the emotion of pride was increased (= benefit) among all female participants, while the emotion of
shame was only increased (= no benefit or even negative benefit) among participants with low self-liking and high difficulties in
abandoning unattainable goals.
Uniqueness of Fashion on Wearer's Creativity: Roles of Self-awareness and Extroversion
San Young Hwang, Hongik University*
Nara Youn, Hongik University*
Through three studies, we show that wearing unique clothing can alter an individual’s creativity. This relationship between uniqueness
of fashion and creativity is moderated by extroversion. We also unveil the mediating role of self-awareness which explains the effect
of uniqueness of fashion on wearer's creativity.
Go Green or Go God? Examining the Relationship between Religiosity and Pro-Environmental Behaviors in the United States:
The Underlying Rationale of Locus of Control
Frank Cabano, University of Kansas, USA*
Ahreum Maeng, University of Kansas, USA
Sanjay Mishra, University of Kansas, USA
The current research examines the impact of religiosity on pro-environmental behaviors in the United States, while focusing on
Judeo-Christians and nonreligious individuals specifically. It is the first to empirically test for the underlying psychological
mechanism that explains this relationship. Using both macro-level data and survey methods, we find that Judeo-Christians are
significantly less willing to engage in pro-environmental behaviors than the nonreligious. We also find that an extrinsic religious
orientation, or weak commitment to one’s religion, mitigates the negative effect of Judeo-Christian religious beliefs on
pro-environmental behaviors. The research provides evidence for Judeo-Christians having more of an external locus of control
(ELOC) than nonreligious individuals, due to their belief in an omnipotent and controlling God. This ELOC via the image of an
all-controlling God is the underlying rationale that explains why they are not as willing to engage in pro-environmental behaviors as
the nonreligious.
Role of Calorie Labeling and Social Influence on Amount of Food Purchased
Melis Ceylan, Koc University, Turkey*
Vicki Morwitz, New York University, USA
Nilufer Aydinoglu, Koc University, Turkey
We investigate the effect of calorie labeling and social influence at the point of food purchase on consumers’ intended amount of food
consumption. We propose and demonstrate that calorie labeling will affect the total amount of food orders differentially based on
whether or not the situation entails social interaction or observation by others. We further show that this joint effect occurs through
motivations of impression management, and that the process is mediated by anticipated embarrassment. As a result, consumers may
tend to reduce their calorie intake to avoid the potential for embarrassment in social food purchase situations.
How Social Norms Can Help You Purchase Healthier: The Case of Two Marketing Nutrition Interventions across Multiple
Grocery Stores
Mihai Niculescu, New Mexico State University, USA*
Collin Payne, New Mexico State University, USA
David Just, Cornell University, USA
This research analyzes over 1.15 million individual grocery store transactions in four stores to assess the efficacy of two marketing
nutrition interventions to increase fruit and vegetable purchases without decreasing store profitability or increasing shopper budgets.
Descriptive social norm messages attached to shopping carts over four-week periods in two grocery stores increased fruit and
vegetable purchases by 12.4% and 7.4%, respectively (compared to baseline). Prescriptive social norm messages displayed on floor
mats placed around the perimeter of two additional grocery stores increased fruit and vegetable purchases by 17.3% and 4.9%,
respectively. Finally, total sales (per transaction) did not change during intervention (compared to baseline).
Achievement Mindsets and Brand Dilution
Efe Camurdan, Koc University, Turkey*
Zeynep Gurhan Canli, Koc University, Turkey
Alokparna (Sonia) Monga, Rutgers University, USA
Research has shown that in the face of negative information about brands, strong self-brand connections play a pivotal role in
preventing the dilution of the favorable attitudes that consumers hold toward the brands. In this paper, we show that not all consumers
who have strong self-brand connections act defensively against negative brand information. According to achievement goal
framework, there are two types of achievement goals: mastery and performance. We show that consumers who hold mastery mindset
tend to be more susceptible to brand dilution than consumers who hold performance mindset especially if they feel a personal
connection towards the brand.
More for Me within P2P: The Impact of a Sharing Mindset on Consumption Estimates
Christopher A. Summers, The Ohio State University*
Hyojin Lee, The Ohio State University*
The emergence of the peer-to-peer (P2P) market has given consumers a choice between exclusive and temporary product usage.
Anticipated use (e.g., duration or quantity) is therefore an important decision criterion. How might consumption forecasts be biased by
thinking about sharing (vs. not)? Across three studies, this research demonstrates that a sharing intention induces a threat to freedom
(i.e., reactance) that leads to inflated estimates of expected usage for the self (but not others).
Bull Fighter or Spin Doctor? When Cues of Brand Liking Lose Their Truth Value
Lora Harding, Belmont University, USA*
This paper shows that cues of brand liking are not always accepted at face value, but are instead scrutinized for their diagnosticity
when consumers have reason to doubt their truth value. Such doubts may arise either because consumers question the brand’s motives
(experiment 1) or because the valence of the cues does not correspond with their self-views (experiment 2), leading consumers to
disregard those cues that they suspect may be strategically managed or “spun” to convey a desired impression (i.e., friendly brand
actions). In contrast, self-brand similarity cues reliably exert a positive influence on brand attraction, presumably because consumers
believe these cues are less likely to be strategically managed and, thus, are more diagnostic of the brand’s true liking.
The Impact of Source and Overhearing of a Compliment on Consumers
Donya Shabgard, University of Manitoba, Canada*
Kelley Main, University of Manitoba, Canada
Kate Loveland, Xavier University, USA
Persuasion knowledge helps explain how consumers have formed theories regarding the motives of sales agents. We examine how
consumers react to subtle as compared to direct flattery from a sales clerk or a fellow customer. Results indicate that both males and
females respond negatively to the sales clerk, however the subtlety had a more positive influence on males when receiving an
overheard compliment from the customer in comparison to the sales clerk.
Self-Expansion in Consumer-Brand Relationships
Maria Rodas, University of Minnesota, USA*
Carlos Torelli, University of Minnesota, USA
A growing body of consumer research has recently focused on the construct of brand love, especially on conceptualizing this
relatively new construct and on its consequences on consumers’ behavior in relation to the brand in question. However, there is little
research that has focused on the underlying process of how these close consumer-brand relationships form. This research addresses
this gap in the literature by experimentally investigating self-expansion as a potential mediator of brand love. Our preliminary findings
demonstrate that self-expanding experiences with a brand result in higher levels of love for the brand in question, even with fictitious
brands.
Evoked Auditory Imagery Enhancing Consumer Preferences
Ruby Saine, University of South Florida, USF*
Philip Trocchia, University of South Florida, USF
We provide converging evidence to support a conceptual model in which evoked auditory imagery has a positive effect on consumer
preferences.
Sharing Good Fortune: Post-Consumption Effects of Scarcity on Pro-Social Behavior
Therese Louie, San Jose State University, USA*
Rick James Rieta, San Jose State University, USA
Anecdotal and research evidence reveals that consumers more highly value items that are scarce. This research looks at scarcity’s
post-consumption effects. Based upon studies linking positive affect to helping behavior, it was hypothesized that receiving
something scarce would prompt fortunate consumers to engage in more pro-social behavior. Participants received candy that was
either plentiful or scarce; they then were invited to keep supplies for their own use or to donate them back for others’ benefit. As
hypothesized, the donation rate was higher when the same candy was received in scarce, versus non-scarce, conditions. Discussion
focuses on applications and future research.
Is it a Louis Vuitton Bag or is it a Bag by Louis Vuitton? The role of salient goals in the categorization of luxury products
Perrine Desmichel, University of Lausanne, Switzerland*
Joseph Lajos, University of Lausanne, Switzerland
Bruno Kocher, University of Lausanne, Switzerland
Luxury brand managers strive to craft and communicate effective brand images. This expenditure of effort raises questions about the
circumstances in which consumers are most likely to retrieve brand knowledge while shopping. Our work addresses these questions
by exploring the ways in which consumers categorize luxury products and identifying circumstances in which they are most prone to
focus on brands. We find that consumers with active self-indulgence goals focus more on brands and less on product types than
consumers with active status goals or no particular activated goal.
“I feel your pain” The efficacy of instantiating states in charitable appeals
David Carlin, PNC*
Carey Morewedge, Boston University, USA
Charities have long understood that creating empathy for their beneficiaries is an effective way to raise donations. We propose that
fostering empathy by increasing the donor’s understanding of the beneficiary’s psychological state (i.e., their challenges or sufferings)
can be more effective than other empathy-increasing appeals. We found even negative events (unpleasant for the donor) garnered
more participation/donations than more positive appeals when they increased the ability of the donor to “feel the pain” of the
beneficiary. Their efficacy did not require increased perceived similarity to the beneficiary, and was not driven by pure semantic
association between the appeal and state.
Construction and validation of universal Consumer Motivation Scale (CMS)
Magdalena Poraj-Weder, University of Warsaw, Psychology Department, Poland*
Katarzyna Sekscinska, University of Warsaw, Psychology Department, Poland
Dominika Maison, University of Warsaw, Psychology Department, Poland
Based on four survey studies we constructed a 26-item Consumer Motives Scale (CMS) and Consumer Motivation Model. The scale
fits to all psychometric standards (validity, reliability). The Consumer Motivation Model consists of 5 major consumer motivations:
power/recognition; control, belonging, reward, quality. Our last study (nation-wide representative sample, n=1000) showed also
significant differences in many types of consumer preferences, behaviors, product choices, and brand preferences depending on the
dominating consumers’ motives structure. For example people with higher power/recognition prefer BMW and iPhone brands, but
people with higher belonging motivation prefer Volvo and Nokia brands.
Innumeracy and the Temporal Frame of Pro-Social Messages on Donation Likelihood
Alexander Davidson, Concordia University, Canada*
Michel Laroche, Concordia University, Canada
Pro-social messages in marketing frequently contain information expressed numerically. This presents a problem for people with low
numeracy skills who have trouble interpreting numerical concepts. Less numerate people are shown to also discount the future for
present gains. A study is conducted which investigates the role of temporal frames in pro-social messages and their impact on
donation likelihood for innumerate people. When exposed to a pro-social message asking for money to help eliminate starvation,
innumerate people increase donation likelihood when a present (future) temporal frame is combined with a numerical depiction of
victims in a small (large) reference group.
Risk Taking As Power Signalling
Mehdi Mourali, University of Calgary, Canada*
Zhiyong Yang, University of Texas, Arlington
Frank Pons, Euromed Management
Consumers tend to make riskier choices when they feel more powerful. While prior research often attributes this result to increased
optimism in the perception of risk, the present study tests an alternative mechanism. Results from two experiments suggest that
powerful individuals often make risky choices to signal their power to others.
Does Decision-Making Speed Depend on Non-Interactive Others?
Atsuko Inoue, Seikei University , Japan*
Atsunori Ariga, Rissho University, Japan*
Is consumers’ decision-making speed influenced by non-interactive others? Participants consecutively observed pairs of images and
made decisions regarding which they preferred. Each participant performed the task individually while a confederate performed the
same task beside the participant. The speed at which the confederate performed the task was manipulated. Participants made decisions
quickly when the confederate performed the task quickly, but this effect was not elicited by the slow confederate. Interestingly,
participants’ satisfaction ratings for their own decisions were intact even if their decisions were hastened by others, suggesting that
decision-making speed is socially influenced, independent of post-decision evaluation.
When Brands Come Alive in Social Media: Unleashing the Effect of Self-Disclosure on Consumer-Brand Relationship
Li Huang, University of South Carolina, USA*
Wenyu Dou, City University of Hong Kong
This research investigates the brand’s personal disclosure on Twitter and its consequences on consumer-brand relationship. We
provide a new framework predicting what to disclose, how to disclose, and to whom the brand should disclose. Shifting the
psychological closeness, self-disclosure on Twitter can either help or impair the relationships.
Culture and The Self: the Effects of Self-Construal on Attractiveness of Products Imported from Other Countries
Mingyue Zhang, Rutgers University, USA*
Christine Ringler, Rutgers University, USA
Country image is an important cue that affects consumer product evaluations, while cultural orientation impacts the chronic
self-construal of individuals living in that society. This study investigates how situational self-construal influences consumer quality
judgments of imported products from countries with varying economic development and levels of collectivism versus individualism.
Consumer Benevolence and Risk Taking
Sudipta Mukherjee, Scheller College of Business, Georgia Tech, USA*
Sam Bond, Scheller College of Business, Georgia Tech, USA*
Our research examines the relationship between benevolent consumer behavior and subsequent risk taking. We propose that acting
benevolently provides a form of licensing, which in turn decreases perceptions of risk. We conducted two studies, in which
participants described in detail a benevolent or non-benevolent (control) behavior and then responded to three distinct risk trade off
scenarios. Results indicated that across all three scenarios, risk perceptions were lower for participants in the benevolence conditions.
In addition, these participants spent less time deliberating and showed lower cognitive reflection, suggesting that the primary effect
may be driven in part by decrements to systematic processing.
Nostalgia Strengthens Social Media Engagement
Young K. Kim, University of Iowa, USA*
Jing (Alice) Wang, University of Iowa, USA
Catherine Cole, University of Iowa, USA
This research investigates the effects of using a nostalgic ad in social media. We examine when consumers tend to engage with the ad
by liking it, sharing it or commenting on the ad. In study 1, we find that when there is a match between consumers’ nostalgic mindset
and the nostalgic feelings evoked by an online ad, consumers tend to engage with the ad. In study 2, we study how social
connectedness mediates the effect of mindset on engagement. We further investigate the underlying mechanisms by examining
whether self-monitoring affects the matching effect and the mediating effect of social connectedness.
How ya like me now? How Spacing and Valence influence Brand Evaluations
Hayden Noel, University of Illinois at Urbana-Champaign, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA*
While previous literature has examined the spacing effects on memory, little research has investigated its effects on affect. This paper
illuminates how the spacing of stimuli influences emotional reactions. The findings indicate that people prefer to receive negative
stimuli in massed presentation forms and positive stimuli in spaced formats. Extant literature suggests that two theories may help
explain this phenomenon one involving processing fluency and the other affective habituation. These findings may enhance
practitioners’ understanding of the influence of adjacent advertisements. This research may potentially uncover a connection between
spacing and affect, a connection not yet established in extant literature.
The Peculiarly Persistent Pleasantness of Bizarre Experiences
Robert Latimer, University of Toronto, Canada*
Six 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. The pattern held
when bizarre and mundane experiences were initially equally enjoyable and when bizarre experiences were initially less enjoyable
than the mundane experience. Our results suggest that firms and party planners alike should make consumers’ lives a bit more
peculiar.
Investigating Conversational Voice and Language of Responses to Online Reviews
Heike Kniesel, Alpen-Adria-Universitaet Klagenfurt, Austria
Martin K.J. Waiguny, Auckland University of Technology, New Zealand*
Sonja Grabner-Kräuter, Alpen-Adria-Universitaet Klagenfurt, Austria
Sandra Diehl, Alpen-Adria-Universitaet Klagenfurt, Austria
We report about two studies, which investigate the effect of conversational human voice in hotel’s responses to online reviews.
Surprisingly contradictory to expectations the initial study has found an opposite effect than theory would suggest: Corporate voice
was evaluated more positively compared to human voice. We assume that this is a result of the language, as the study was not
conducted in an English speaking country. The follow up study therefore investigates bilinguals answering the same response to an
online review in German and English. The German response got less positively evaluated compared to the English version. Further
studies are proposed to investigate these effects.
The Impact of Anticipated Retrieval Modality on the Encoding of Brand Names
Dan Rubin, Baruch College, USA (PhD Student)*
David Luna, Baruch College, USA
Previous research has demonstrated that anticipation of future events can influence memory for yet to be learned information. Through
an experimental study, we explore whether anticipation of the future modality of retrieval, be it orally (e.g., by telephone, face-to-face)
or via text (e.g., text messaging, email), impacts the way in which identically presented information is encoded.
We demonstrate that manipulating subjects’ anticipated mode of recall affects the number of correct responses on a recognition task.
Subjects expecting to communicate a set of remembered brand names via text messaging outperformed those expecting to verbally
communicate the brand names via telephone.
Friend or Foe, Master or Apprentice? The Influence of Fear of Failure on Brand Evaluations
Lale Okyay Ata, Koç University, Turkey*
Zeynep Gurhan-Canli, Koç University, Turkey
Vanitha Swaminathan, University of Pittsburgh, USA
Through an investigation of fear of failure, a self-threat with both personal and social dimensions, we build on two streams of research
which suggest that (1) consumers' efforts to reassert a threatened identity have implications for brand related decisions and (2)
consumers perceive brands in ways that are similar to how they perceive people. We suggest that whether the personal identity threat
versus the social identity threat component of fear of failure is salient will have differential consequences for a consumer’s preference
for a brand based the brand’s perceived intentions (warmth) versus ability (competence). Social projection mediates the effect.
C-Sections are the Easy Way Out: How the Protestant Work Ethic Affects Preferences for Natural Healthcare
Yimin Cheng, Hong Kong University of Science and Technology*
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
Innovation has substantially changed our world. For example, over 85% of corn, soybeans and cotton produced in the U.S. are
genetically modified, and the prevalence of Cesarean section deliveries increased by 60% from 1996 to 2009. However, do consumers
like it? Using both publicly available country-level data and individual-level experimental data, we find that consumers differ in their
preference between natural vs. artificial methods of production as a function of Protestant Work Ethic (PWE, Weber 1905). Higher
PWE leads to lower preference for new methods of production, when these are perceived as more artificial than traditional methods.
Culture and Psychological Distance on Facebook: Implications for Advertising Persuasion
Yoon Hi Sung, University of Texas at Austin, USA*
So Young Lee, University of Texas at Austin, USA
Dong Won Choi, University of Georgia, USA
Dong Hoo Kim, University of North Carolina, USA
The study examines how psychological distance on SNSs has an impact on the effectiveness of advertising messages by cultures.
Based on construal level theory and cultural research, a 2 (Culture: Individualism vs. Collectivism) × 2 (Psychological distance:
distant vs. proximal) × 2 (Message types: desirability vs. feasibility) factorial design are employed. Theoretical and empirical
implications are discussed.
The Effect of Privacy Concerns on Consumers' Preference for Flexibility
Jiyoung Lee, University of Texas at Austin, USA*
Andrew Gershoff, University of Texas at Austin, USA
The current paper explores the effect of privacy concerns on consumers’ preference for flexibility. We propose that heightened privacy
concerns lead consumers to seek flexible products or services, in an attempt to maintain or re-establish their lowered perceived
control. We demonstrate that when people’s privacy concerns are heightened (vs. baseline), they are more likely to prefer flexible
options which allow them to have control over their current or future decisions, despite the trade-offs associated with such flexibility.
We also show that such effect is eliminated when they have an opportunity to affirm their sense of control in a different domain.
Back to Order: How to Preserve Future Brand Purchase Intentions When Things Go Wrong?
Jamel Khenfer, Aix-Marseille University, France*
A passenger who misses an appointment because of unexpected delays on train services. An online shopper unable to wear the outfit
s/he ordered for a long-awaited date because it doesn’t fit. Anecdotal observations of consumers unable to carry their goals because of
uncontrollable events raise the question of their persistence to purchase the brand involved in such goal failures. This research
emphasizes the moderating role of beliefs that the world is an ordered and non-random place on future brand purchase intentions in
the face of goal failure.
Cross-cultural Perspective on Materialism: Uniqueness vs. Conformity
Wonkyong Beth Lee, DAN Management and Organizational Studies, Western University, Canada*
W. Q. Elaine Perunovic, Department of Psychology, University of New Brunswick, Canada
Jordan Shriver, Department of Psychology, University of New Brunswick, Canada
We explore cross-cultural differences of materialism and consumers’ well-being. Due to the ubiquity of luxury brands in Asian
countries, Asian consumers may try to fit in or to conform to group norms through the possession of material objects. As conformity
has positive connotations of connectedness and harmony in East Asian cultures (Kim & Markus, 1999), in turn, the possession of
materialistic objects may be linked to a higher sense of well-being among Asian consumers compared to their North American
consumers.
Why and How Brand Loyalty And Product Choice Differs Globally
Mirei Takashima, University of California Los Angeles, USA (PhD student)*
Sanjay Sood, University of California Los Angeles, USA
Past research shows that Asians vs. Americans are more conformist and less likely to express their uniqueness; they are also known to
be brand-obsessed. We examine brand loyalty and expressions of uniqueness through consumption across the U.S. and Asia, and
investigate the underlying drivers for brand equity. We find that Asian vs. American consumers are less brand loyal because they
focus more on product innovation and functionality. Further, because they have higher expectations for products and brands, the brand
has to work harder to stay relevant. We also find that contrary to conventional wisdom, Asian consumers express uniqueness through
consumption.
Seeing is Believing: The Effect of Picture in Online Review to Reduce Perceived Risk toward Online Store
Sun Young Ahn, University of Arizona, USA*
JungHwa(Jenny) Hong, State University of New York at Binghamton*
We propose that the negative relationship between perceived risk and online purchase intention is moderated by the presence of
pictures in consumer’s online review. Using a experimental design, we find that negative effect of high level of perceived risk toward
online store is mitigated via presence of visual cues in positive online reviews.
Re-examining Perceived Thematic Congruence/Incongruence Issues: First Insights From two Qualitative Studies
Claas Christian Germelmann, University of Bayreuth, Germany*
Jean-Luc Herrmann, IUT de Metz, University of Lorraine, France
Mathieu Kacha, IUT de Metz, University of Lorraine, France
Peter R. Darke, Schulich School of Business, York University, Canada*
We investigate the congruence between an advertisement's product category and thematic media content. Extant studies often involve
explicit ratings asking whether two (or more) entities are perceived as relevant / expected together. Such direct measures may
artificially induce systematic processing. To avoid this bias, qualitative studies and a follow-up experiment were conducted. Without
cueing, participants did not spontaneously evoke any combination of ad and media context. Furthermore, respondents seemed to
consciously focus on incongruence more than congruence. We suggest congruence effects are likely to require other situational
conditions that somehow direct attention/processing to this aspect of the ad.
Mechanism of the Negative Effect of Brand Rejection: Ego Threat and Defense Mechanism
Wendy Yan, University of Manitoba, Canada*
Fang Wan, University of Manitoba, Canada*
Amitava Chattopadhyay, INSEAD, Singapore
This paper explores the interaction effect of brand type and rejection on brand evaluation. We found that the negative effect of brand
rejection on brand evaluation is driven by consumers' defense mechanism triggered by rejection. We also found that symbolic vs.
functional brands have differential effects on consumers' self esteem.
A Method for Selecting Field Experiment Locations
David Trafimow, New Mexico State University, USA
James Leonhardt, New Mexico State University, USA*
Mihai Niculescu, New Mexico State University, USA
Collin Payne, New Mexico State University, USA
When marketing researchers perform field experiments, it is crucial that the experimental location and the control location are
comparable. At present, it is difficult to assess the comparability of field locations because there is no way to distinguish differences
between locations that are due to random versus systematic factors. To accomplish this, we propose a methodology that enables
researchers to evaluate and select optimal field locations by parsing these random versus systematic effects. To illustrate this
methodology we provide a step-by-step example involving consumer household electrical consumption.
Framing Effects in Individuals' Allocation Behavior
Sunaina Shrivastava, University of Iowa, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
Gaurav Jain, University of Iowa, USA
Irwin Levin, University of Iowa, USA
Gary Gaeth, University of Iowa, USA
This paper investigates the effects of contextual and attribute framing on individuals’ allocation behavior. We show that the decider
allocates a lesser amount to the other player if the initial sum of money is endowed to the decider rather than to the other player. In the
first known application of framing using this paradigm, we show that individuals allocate more money to others when attribution
framing shifts the focus from themselves to another individual than when attribution framing makes the focus on themselves more
salient. The effects of attribution framing become insignificant when this asymmetry in self-other salience is reduced.
Friday, 27 February 2015
Zumba Class
7:00am - 8:00am
REGISTRATION
7:00am - 8:00pm
BREAKFAST
7:30am-8:15am
SESSION 1
8:15am - 9:30am
Symposium: Not Always Negative: The Antecedents and Consequences of Low Personal
Control
Chair: Noah VanBergen, University of Miami, USA
Chiraag Mittal, University of Minnesota
Serendipity: The Sweet Side Effects of No Choice
Aekyoung Kim, University of Texas at San Antonio, USA*
Kristina Durante, University of Texas at San Antonio, USA
Michael Norton, Harvard Business School, USA
Consumers prefer to have control over their choices, but does choosing always lead to greater satisfaction? We examine how forgoing
control over choices can increase product enjoyment – from interesting music and movies to boring pens – due to the pleasure of
serendipity. Across six studies, consumers enjoyed products more, experienced slower satiation, were willing to pay more, and were
less likely to seek variety when the ability to exercise control over choice was absent. Increased product enjoyment in the absence of
choice is mediated by perceptions that the consumption event was serendipitous.
Boundaries of the Heart: The Interplay of Personal Control and Emotion on Donation Decisions
Keisha Cutright, University of Pennsylvania, USA*
Gavan Fitzsimons, Duke University, USA
James Bettman, Duke University, USA
How does feeling low control over your personal outcomes influence your charitable giving? We find that when control is low,
people are more likely to erect strong mental boundaries that dictate which charities are relevant to their present emotions and which
ones are not. Accordingly, people with low control are more likely to focus their donations on the organizations that are most closely
connected to their salient emotions. Conversely, individuals with high control spread their donations more broadly.
Loss of Control and Self-Regulation
Noah VanBergen, University of Miami, USA*
Juliano Laran, University of Miami, USA
Drawing from research on childhood socialization, the authors show that the experience of low personal control is unfamiliar and
triggers consumers to engage in other socialized behaviors. Because personal control and self-regulation are two of the most important
aspects of childhood socialization, consumers experiencing low control are more likely to self-regulate as a way to return to familiar
territory. Three studies provide evidence that low control increases self-regulation due to individuals’ desire for the familiar.
Resource Threats Affect People’s Sense of Control and Financial Planning
Chiraag Mittal, University of Minnesota, USA*
Vladas Griskevicius, University of Minnesota, USA
Four experiments show that resource threats affect people’s sense of control and financial planning as a function of their childhood
environment. Results suggest that individuals from poorer backgrounds felt a low sense of control under threat which in turn reduced
their motivation for financial planning. In addition, we find that when personal control is manipulated to be high the adverse effect of
financial threats on financial planning is mitigated.
Symposium: A Matter of Taste: Consumer Tastes and Judgments of Artistic Quality
Chair: Stephen Spiller, University of California Los Angeles, USA
Discrepant Beliefs About Quality Versus Taste
Stephen Spiller, University of California Los Angeles, USA*
Helen Belogolova, Facebook, USA
Marketers and researchers assume (sometimes implicitly) that products are differentiated in terms of quality and/or taste and
consumers recognize this distinction. Across six studies and multiple product categories, we find that the nature of product
differentiation resides within each consumer and consumers can have starkly different beliefs about how any two products are
differentiated. These beliefs about quality and taste are malleable and meaningful: considering the reasons behind others’ choices
affects one’s beliefs, and quality (vs. taste) beliefs lead to higher willingness to pay, more transitive inferences, and less use of
self-referential language.
Judging Good Taste: True Preference or Pretense?
Amit Bhattacharjee, Dartmouth College, USA
Klaus Wertenbroch, INSEAD, France*
Alixandra Barasch, University of Pennsylvania, USA
Exhibiting good taste can increase consumers’ standing within social groups. But given that quality standards are shared within
groups, how can individuals tell if others’ choices reflect authentic preferences or mere pretense? Four studies show that the
proportion of high-quality tastes within a set of consumption choices provides information about both taste and authenticity. Relative
to simply maximizing the proportion of high-quality choices, occasional low-quality choices serve as signals of authenticity.
Judgments of true good taste result from a mixture of choice options that indicate the ability to discern quality independently.
Being Lauded is Not the Same as Being Liked: How Creative Control Increases Authenticity which Attracts Accolades, Not
Consumers
Francesca Valsesia, University of Southern California, USA*
Joseph Nunes, University of Southern California, USA
Andrea Ordanini, Bocconi University, Italy
This research introduces the concept of “creative control,” the extent to which creators both conceive of and implement their own
work, to the literature. Using both real-world data and laboratory studies, we document how creative control impacts which products
are celebrated, but not necessarily which are preferred by consumers. We show that a consolidated creative process is viewed as
generating more authentic products, or goods that are “true” to the creator’s vision. Perceptions of creative authenticity therefore
mediate the impact of creative ownership on recognition. Further, we identify conditions under which creative control influences
preference as well as acclaim.
Selling out: Producer Motives in Markets for Art
Amit Bhattacharjee, Dartmouth College, USA*
Jonathan Berman, London Business School, UK
Jason Dana, Yale University, USA
Barbara Mellers, University of Pennsylvania, USA
Producers are often evaluated favorably for changing their products to meet consumer needs, but there may be important exceptions.
Four studies identify a fundamental distinction between markets for commercial and artistic products. For commercial products,
changing in response to consumer demand increases expected quality. In contrast, for artistic products, changing in response to any
external demands, even those of expert art critics, reduces expectations of quality. Doing so is regarded as selling out, or
compromising standards of artistic integrity for external rewards. Artistic quality is thought to result from pursuing internal artistic
standards and ignoring external demands.
Individual Papers: Understanding the Fourth Dimension: Time
Conspicuous Consumption of Time: When Busyness and Lack of Leisure Time Become a Status Symbol
Silvia Bellezza, Harvard Business School, USA*
Anat Keinan, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA
We investigate the conspicuous spending of time. In contrast to the theory of the leisure class (Veblen 1899/2007), we demonstrate the
conditions under which busyness at work and lack of leisure time signal high status and portray an aspirational image in the eyes of
others. The positive inferences of status are mediated by perceived scarcity of the busy individual and moderated by observers’
individual differences in time affluence (Kasser and Sheldon 2009).
Speeding Away from the Here and Now: Velocity and Mental Representation
Ellie Kyung, Dartmouth College, USA*
Given that we experience life at a pace—whether speedy or slow—what is the effect of perceived velocity on the mental
representation of things we encounter? Three experiments suggest a relationship between faster velocity and reliance on more abstract
mental representations. People rely on abstract representations when they feel they move with faster velocity (Experiment 1), and
perceive objects as moving faster under an abstract mindset (Experiment 2). Perceived time moderates this effect in the context of
product choice (Experiment 3). These results suggest a rich area of future research examining the relationship between velocity and
mental representation.
Loss Aversion for Time and Money: Reference Dependence in Intertemporal Consumer Choice
Daniel Walters, University of California Los Angeles, USA*
Craig Fox, University of California Los Angeles, USA
Daniel Read, University of Warwick, UK
Marc Scholten, Universidade Católica Portuguesa, Portugal
We demonstrate that conventional measures of temporal discounting are distorted by loss-aversion for both time and money. In
discount-delay tasks, more loss-averse consumers are reluctant to give up the larger-later amount and therefore appear more patient.
We introduce a measure of “delay-aversion” showing that while delay-aversion is highly correlated with loss-aversion, it predicts
opposite time preferences: more delay-averse individuals are more reluctant to give up the sooner payment and are therefore more
impatient. We extend our theoretical framework to show that more loss-aversion consumers demand lower borrowing rates while
more delay-averse consumers demand higher investment returns.
Spending Time with Mr. Lexus and Paying Money to Doughboy: The Effects of Time and Money on Preference for
Anthropomorphized Products
Jing Wan, University of Toronto, Canada*
Pankaj Aggarwal, University of Toronto, Canada
Research on anthropomorphism suggests that social-connectedness goals enhance preferences for anthropomorphized products. We
propose that the desirability of anthropomorphized objects is a function of the consumption goal and the behavioral norms salient at
the time. Drawing on findings that time and money are associated with behavioral norms consistent with the goals of social
connectedness and instrumentality, respectively, we demonstrate that when no goal is specified, individuals exposed to the concept of
time (vs. money) exhibit a stronger preference for anthropomorphic objects. However, when the object is inherently functional or a
functional goal is highlighted, the effect is reversed.
Individual Papers: Why I Buy: The Self and Consumption
Products as Self-Evaluation Standards
Liad Weiss, University of Wisconsin - Madison, USA*
Gita V. Johar, Columbia University, USA
Extending social-comparison research about how people judge their traits relative to standards set by people, we propose that people
also judge their traits relative to standards set by products, in assimilation or contrast to product traits, as determined by product
ownership. In Experiment 1, after assessing a short-fat (versus tall-thin) looking mug, people assessed themselves as shorter and fatter
when assigned to own the mug (assimilation), but as taller and thinner when assigned not to own it (contrast). Experiment 2
demonstrated that classifying owned (unowned) products as “self” (“not-self”) mediates the observed assimilation and contrast.
Theoretical and practical implications are discussed.
Double swords of Materialism: Does Materialism really lower self-control?
Sunyee Yoon, University of Wisconsin - Madison, USA*
Hyeong Min (Christian) Kim, The Johns Hopkins Carey Business School
Materialism has been known to cause self-control failures such as overspending and low commitment to work. The current research
suggests that materialism can either strengthen or undermine self-control depending on how mobile people perceive the society as
being. Series of studies revealed that holding materialistic value increased reckless spending and decreased time allocated for working
only when people perceive low economic mobility of the society. Conversely, when people perceive high economic mobility, they
stayed away from indulgent spending and showed higher ability to delay gratification. By examining the ambivalent characteristic of
materialism, this research extends materialism’s conceptual scope.
The devil you know: Service failures, self-esteem, and commitment
Irene Consiglio, Erasmus University Rotterdam, The Netherlands*
Stijn M.J. van Osselaer, Cornell University, USA
Why are some consumers likely to switch to available alternatives following service failures but others are not? We demonstrate that
whilst high self-esteem consumers tend to switch to other brands following a service failure, low self-esteem consumers who
experience service failures become unwilling to commit themselves to alternative brands, even when they have the opportunity to do
so, thus they remain trapped in their current brand relationship. Low self-esteem consumers who experience service failures tend to
avoid new commitments in general, thus favouring transactions relative to long-term contracts, even in consumption domains that are
unrelated to the failure.
Make it large or heavy and it’s no longer “mine” – the importance of physical control for psychological ownership
Sophie Süssenbach, Vienna University of Business and Economics*
Bernadette Kamleitner, Vienna University of Business and Economics
Individuals seek object ownership in order to satisfy their need for effectance. The experience of objects as “mine” (i.e. psychological
ownership, P.O.) reflects this desire. Physical control is likely a key experience giving rise to P.O. By experimentally increasing
weight and size of two different objects we successfully weakened perceived control, and in turn, P.O. Furthermore and underlining
this finding’s practical relevance, P.O. predicts product attitude. Current product trends towards supersizing could come at the price of
psychologically disowned consumers.
Individual Papers: The Devil is in the Construal Level: Construal Theory Effects
The Persuasive Power of Round Numbers: A Construal Level Theory Perspective
Jorge Pena Marin, University of Texas at San Antonio, USA*
Dengfeng Yan, University of Texas at San Antonio, USA
Marketers often use numerical information in advertisements. Earlier research shows that precise numbers are more persuasive than
round ones. The present work, however, shows that under some circumstances round numbers could be more persuasive than precise
ones. Building upon the premise that round (vs. precise) numbers are associated with higher (vs. lower) level of construal, and longer
(vs. shorter) psychological distance, we find that people are more persuaded by round (vs. precise) numbers when the judgmental
target is psychologically distant (vs. close). These findings contribute to literature on persuasion and numerical cognition.
Understanding the Psychology of Scarcity: When Limited Resources Prompt Abstract Thinking
Caroline Roux, Concordia University, Canada*
Kelly Goldsmith, Northwestern University, USA
Resource scarcity is a fundamental phenomenon yet, to date, our understanding of the psychological processes that scarcity activates
has remained limited. We posit that because scarcity presents an obstacle to pursuing one’s needs and desires in the most
straightforward manner, scarcity-related cues will prompt people to think more abstractly and broaden their categorizations. In support
of this, we find that people who are primed with scarcity are more likely to construe behaviors at a higher-level, to classify objects into
broader, more inclusive categories, and to include atypical exemplars into a given category than those exposed to a control condition.
The Effects of Construal Level On Fit Perceptions
Frank May, Virginia Tech, USA*
Priyali Rajagopal, University of South Carolina, USA
This research examines the effect of construal level on fit perceptions. We find that construal level affects fit perceptions differently
depending on the degree of construal, either abstract or concrete. At moderate (high) levels, abstract thinkers perceive greater (lower)
fit than do concrete thinkers.
Construal Level as a Strategy to Cope with Ambivalence
Mijung Park, Northwestern University, USA*
C. Miguel Brendl, Northwestern University, USA
We examine whether adopting a high vs. low construal level is an effective strategy to cope with uncomfortable, conflicted feelings
associated with ambivalence. We hypothesize that people who possess high desire for control (DC) benefit from adopting a
high-level construal, while people in low DC benefit from low-level construal, because people feel unpleasant about ambivalence for
different reasons depending on their level of DC. People in high DC are able to resolve underlying evaluative inconsistencies by
adopting a high construal, while people in low DC are able to easily make a decision by adopting a low construal.
Individual Papers: The Benefits of Marketer Transparency
Creating Reciprocal Value Through Transparency
Ryan Buell, Harvard Business School, USA
Tami Kim, Harvard Business School, USA*
Chia-Jung Tsay, University College London, United Kingdom
Two field and two laboratory experiments in food service contexts investigate the effects of visual transparency between consumers
and employees. We demonstrate that when both customers and employees can see each other, consumer experiences, as well as
objective employee performance, are improved. More specifically, customers who saw employees engaged in labor perceived greater
effort, appreciated that effort, and valued the service more. Furthermore, employees who could see customers felt more appreciated,
and thus exerted greater effort. We find that transparency generates a positive feedback loop through which reciprocal gains are made
for both consumers and employees.
Lifting the Veil: The Benefits of Cost Transparency
Bhavya Mohan, Harvard Business School, USA*
Ryan Buell, Harvard Business School, USA
Leslie John, Harvard Business School, USA
A firm’s costs are typically tightly-guarded secrets. However, across seven studies we identify when and why firms benefit from
revealing cost information to consumers. Disclosing the variable costs associated with each step of a product’s production heightens
consumers’ attraction to the firm, which in turn, increases purchase interest (studies 1-4). Further experiments explore boundary
conditions and suggest that the benefit of cost transparency weakens as firms increase price relative to costs, and when markups are
made salient (study 5-6). Consistent with our lab findings, a field study with an online retailer demonstrates that cost transparency
increases purchasing (study 7).
“Anyway the wind blows” Manufacturing consent: How refutational two-sided messages steer ambivalent attitudes
Nico Heuvinck, IÉSEG School of Management, France*
Erlinde Cornelis, San Diego State, USA*
This research introduces attitude ambivalence as an explanation for prior inconsistent results on the efficacy of one- versus two-sided
messages. The results of study 1 indicate that two-sided messages only yield more positive attitudes and purchase intentions when
ambivalence is low (vs. high). However, study 2 shows that including a refutation in the positive direction (vs. no refutation) in
two-sided messages helps uplifting attitudes, purchase intentions, positive WOM (and lowering negative WOM) again, even when
ambivalence is high (vs. low). Study 3 tests this mechanism also in the opposite direction by including refutation in the negative
direction in two-sided messages.
The value of transparent marketing communication: how proactive disclosure affects consumer behavior
Joris Demmers, University of Amsterdam, Netherlands*
Anne Sophie Erbé, University of Amsterdam, Netherlands
Jet Strijp, van, University of Amsterdam, Netherlands
Claire Wientjes, University of Amsterdam, Netherlands
Today’s empowered consumers are demanding brands to be more transparent. Surveys show that consumers consider a brand’s level
of transparency when making decisions, and some companies have made openness about business practices a key feature of marketing
communication. In a series of four experiments, this paper investigates how transparency affects consumer behavior. The studies show
that both product choice and willingness to pay increase when a brand is transparent about a number of topics, because 1) transparency
fosters consumer trust, and 2) information is perceived as more relevant and more positive when proactively disclosed by the brand.
BREAK
9:30am - 9:45am
PLENARY SESSION 1: Elizabeth Loftus, University of California, Irvine
9:45am-10:45am
BREAK
10:45am-11:00am
SESSION 2
11:00am - 12:15pm
Symposium: When We Are Together: The Dynamics in Shared Goal Pursuit
Chair: Szu-chi Huang, Stanford University, USA
Goal Projection in Public Places
Janet N. Ahn, New York University, USA*
Gabriele Oettingen, New York University, USA
Peter M. Gollwitzer, New York University, USA
Goal projection is the automatic assumption that others share the same goal that one is currently pursuing. Three studies investigate
the ecological validity of projection for a variety of everyday life goals in public places. Testing the robustness of goal projection in
the field is a rigorous test since people have more access to individuating information about others. Movie-goers (Study 1) committed
to see a movie projected onto other movie patrons. Commuters (Study 2) committed to catch a train projected onto other commuters.
Shoppers (Study 3) projected when both goal commitment and perceived similarity of targets were high.
From Close to Distant: The Dynamics of Interpersonal Relationships in Shared Goal Pursuit
Szu-chi Huang, Stanford University, USA*
Susan M. Broniarczyk, University of Texas at Austin, USA
Ying Zhang, Peking University, China
Mariam Beruchashvili, California State University Northridge, USA
This research examines how individuals’ relationship with others sharing the pursuit of the same individual goal may change during
the course of the pursuit. In one qualitative field study, one lab study, and a 7-day field experiment, consumers demonstrated a
tendency to view others in shared pursuits as “friends” they could seek support from to alleviate uncertainties during the early stage of
the pursuit; however, once they reached the advanced stage and felt more certain about how to approach the goal, this closeness
significantly reduced. This shift in closeness further influenced consumers’ sharing of helpful tips and information with others.
The Influence of Envy on Individually- versus Socially-Framed Hedonic Goal Pursuit
Anthony Salerno, University of Cincinnati, USA*
Juliano Laran, University of Miami, USA
Chris Janiszewski, University of Florida, USA
We investigate how different experiences of envy influences people’s motivation to pursue hedonic goals (socializing, relaxing)
depending on their framing. Benign envy (versus malicious envy) increases hedonic goal pursuit when framed as being pursued with
others (versus pursued alone) as a result of changes in people’s perceived social connectedness. Our research advances theory in the
areas of emotion, goals, and hedonic consumption, while providing insight into when envy can be adaptive by fostering communal
bonds.
Double or Nothing? How Observing Another’s Prosocial Goal Pursuit Impacts Motivation to Help
Minjung Koo, Sungkyunkwan University, Korea
Jane Jeongin Park, University of Florida, USA*
Joel M. Evans, Sungkyunkwan University, Korea
Observing another’s prosocial action affects the observer’s motivation to help, depending on identification with the actor and the
actor’s contribution. Low identifiers use the observation to infer their own goal commitment, and are therefore more likely to pursue
to the extent that the actor pursues the goal. Conversely, high identifiers infer goal progress from the observation, and are therefore
less likely to pursue the goal when the actor sufficiently contributes to it, but more likely to pursue it when the actor’s contribution is
low.
Symposium: Construction of Risk Preferences
Chair: Joachim Vosgerau, Tilburg University, The Netherlands
Contextual Gambles Bias Odds in Sports Betting Markets
Andrew Meyer, Yale University, USA*
C. Sean Hundtofte, Yale University, USA
Shane Frederick, Yale University, USA
Across several sports, we find that betting odds are too similar to odds offered on other events of the same type that bettors see at the
same time. We argue that this bias (as measured by the deviation from actual outcomes) is created by gamblers’ response to the
context the full menu of bets provides. Specifically, gambles are more attractive when gambles with lower returns are salient, and less
attractive when gambles with higher returns are salient. Market odds respond to these components of demand to create the observed
bias. We supplement our analysis of field data with laboratory experiments.
Value Atrophy in Consumer Assessment of Risky Options
Uzma Khan, Stanford University, USA
Daniella Kupor, Stanford University, USA*
We show that perceived value (negative or positive) of a risky option decreases upon addition of further risky prospects of the same
valence. As a result, consumers can perceive normatively more dangerous (beneficial) options to be less dangerous (beneficial), and
normatively less dangerous (beneficial) options to be more dangerous (beneficial). For instance, a medical drug with a potential side
effect of cancer can be viewed as less threatening when it also has smaller side effects in addition to cancer. We demonstrate value
atrophy in consumers’ assessment of risky options across six studies and explain when and why the effect occurs.
When and Why Do Consumers Devalue Risky Prospects?
Alice Moon, University of California Berkeley, USA*
Leif Nelson, University of California Berkeley, USA
Violating traditional decision making theories, the uncertainty effect documented instances when people value lotteries less than their
worst possible outcome. The two prevailing explanations for the effect are: (1) direct risk aversion (i.e., people simply dislike and
therefore, devalue risk) and (2) bad deal aversion (i.e., buyers dislike risky prospects because they pose the possibility of a bad deal).
Contrary to these explanations, we find that people expect to enjoy risky prospects as much as their best possible outcomes and that
people are still willing to pay less for prospects when the possibility of a bad deal is eliminated.
Malleability of Revealed Risk Preferences
Joachim Vosgerau, Tilburg University, The Netherlands*
Eyal Peer, Bar-Ilan University, Israel
We show that people can be risk averse and risk seeking for the same risky prospect; participants asked to be paid (WTA) and were
willing to pay (WTP) to play the same gamble. Such opposing revealed risk preferences were observed for small ($0.1) and large
stakes ($7), for hypothetical and real gambles where WTA/WTP were elicited incentive-compatible, and even in within-subject
designs. WTA/WTP correlated positively (r = .49), providing strong evidence for risk preferences being constructed rather than stable.
Individual Papers: Risky Business: Risk and Uncertainty
The Tangibility Bias
Ozgun Atasoy, Boston University, USA*
Remi Trudel, Boston University, USA
Patrick Kaufmann, Boston University, USA
The most popular ways of holding wealth include tangible investments such as homes and gold, and intangible investments such as
stocks and mutual funds. When people misjudge the financial risks of buying these assets, their financial well-being is threatened. Five
experiments showed that tangibility provides a false sense of financial safety. Participants judged tangible investments as financially
safer than intangible investments when they were not. Reminders of tangibility via company names and logos led to lower risk
assessments. Tangible things feel more stable and permanent, which can lead to biased risk judgments and investment decisions.
I feel safer already: Self-disclosure increases as nearness in proximity becomes salient
Paul Connell, Stony Brook University, USA
Stacey Finkelstein, Baruch College, USA
Lauren Mayor, Baruch College, USA*
In this research, we find that increased salience of physical proximity activates concepts related to close interpersonal relationships
and security, thus increasing disclosure of sensitive information. Results show that priming nearness leads to disclosure (Study 1a)
and perceived interpersonal closeness (Study 1b). In study 2, we demonstrate that heightened feelings of security mediate the
relationship between increased perception of physical proximity and disclosure. Finally, in study 3, we provide further evidence for
perception of security as a mechanism leading to increased disclosure by exploring disclosure rates as a function of the salience of safe
versus unsafe others.
Physically-Attractive Males Increase Men’s Financial Risk-Taking
Eugene Chan, University of Technology Sydney*
This research reports an intriguing phenomenon: men who see attractive males take greater financial risks than both men who see
attractive females as well as women who see attractive individuals of either sex. An evolution-based account is proffered. In
evolutionary history, men have faced intrasexual competition with other men in attracting women as a mating partner. Thus, when the
average man sees an attractive male, he is motivated to increase his mating desirability to the opposite sex, which prompts him to
accrue money, and taking financial risks helps him to do so.
Motivating Discounts: Price-Motivated Reasoning
On Amir, University of California, San Diego
Erica Dawson, Yale School of Management
Yaniv Shani, Tel-Aviv University*
A large discount may be interpreted as an attractive purchase opportunity, but may also signal low quality. We demonstrate the
existence of these two interpretations, and suggest that a motivated reasoning account may explain past disparate results. We suggest
that given the overwhelming amount of uncertainty in product fit and consumption benefits, consumers’ beliefs regarding the reason
for a discount may depend on their motivational states, and in particular, on their a-priori attitude towards the product. On a theoretical
level, the current work proposes some structure for the belief formation processes in the price signaling effects of large discounts.
Individual Papers: # Social Media
140 Characters or Less: How Fluency Impacts User Engagement in Social Media
David Weiner, University of Pittsburgh, USA*
Andrew Stephen, University of Pittsburgh, USA
Nicholas Lurie, University of Connecticut, USA
Although fluency plays an important role in a wide range of domains, little research has examined how fluency affects perceptions and
responses to social media content. In a study of tweets about TV shows, we find that an increase in a tweet’s fluency (ease of
comprehension and ease of processing) increases consumer engagement as shown by greater “retweeting” and “favoriting” of the
tweet. In addition, we identify content and individual characteristics that lead consumers to perceive tweets as more or less fluent.
‘Who Knows What’ vs. ‘Who Knows Who’: Strategic Content Seeking in Social Media
Esther Kang, University at Buffalo – SUNY, USA*
Arun Lakshmanan, University at Buffalo – SUNY, USA
This research examines how social media role (content-generator vs. content-diffusor) shapes the type of information users seek about
their peers – professional content (‘who-knows-what’) or social connections (‘who-knows-who’) and how this type of information
seeking differs under specific contingencies - when users are vs. are not linked with the focal peer. Results reveal that
content-generators tend to predominantly focus upon a focal peer’s knowledge while content-diffusors tend to focus on social
connections. This happens more when users are not linked, but post linkage, diffusors shift attention towards who-know-what
(knowledge). Implications for social media marketing are discussed.
An Audience of One: Behaviorally Targeted Ads as Inferred Social Labels
Christopher A. Summers, The Ohio State University*
Robert W. Smith, The Ohio State University
Rebecca Walker Reczek, The Ohio State University
This research introduces the notion that behaviorally targeted advertisements act as inferred social labels. Across three studies, we
demonstrate that when consumers recognize that the marketer has made an inference about their identity, behaviorally targeted ads can
increase consumers’ willingness to purchase the advertised product, as well as to engage in behavior related to traits implied by the ad
(e.g., donating to an environmental charity after receiving an ad for a green product). These behavioral effects are mediated by
changes in self-perception and are moderated by liking for behaviorally targeted ads.
The Facebook Mindset Effect: Incidental Exposure to Facebook Reduces Consumers’ Self-Focus and Promotes Conservative
Product Choices
Christian Hildebrand, University of St. Gallen, Switzerland*
Tobias Schlager, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Andreas Herrmann, University of St. Gallen, Switzerland
This paper demonstrates that incidental exposure to one channel can prime a differential set of motives that affect consumers’ behavior
in a subsequent channel. Based on a combination of large-scale field data and a series of experiments, the current research shows that
exposure to the online social network Facebook causes more conservative product configurations in a subsequent product choice task.
This process is driven by a shift in consumer perceptions from the self toward others, and can be reversed by increasing consumer
self-focus. We show that self-focus can be induced unobtrusively through a preference learning task within a choice architecture.
Individual Papers: Making Healthy Decisions: Consumer Health and Nutrition
Motivated Ignorance: The Hedonic Cost of Nutritional Information
Scott Davis, Texas A&M University, USA*
Kelly Haws, Vanderbilt University, USA
Prior research shows that consumers may willfully avoid information that increases goal conflict or creates negative affect. We
propose that this motivated ignorance effect applies to the domain of food consumption, such that those individuals lower in
self-control will demonstrate a tendency to ignore nutritional information when given the opportunity. Further, this paper assesses the
hedonic cost of nutritional information and finds that people with less self-control experience greater enjoyment of indulgent foods
when ignoring such information.
Motivated hypochondriacs: Disease labels shape health perceptions
Chiara Longoni, New York University, USA*
Geeta Menon, New York University, USA
We show the influence of disease labels on health perceptions and propose a novel interplay of categorization-based biases and
self-protection motives. Across four studies we document how the presence (vs. absence) of a label is associated with higher symptom
reporting and risk estimates when the label signals (or is interpreted as signaling) a mild (vs. severe) ailment. Defensiveness moderates
and perceived disease threat mediates the effect. Disease labels do not affect risk estimates made for the general population (i.e.,
base-rates) or for individuals matched for age and gender. This bias holds when controlling for incidental affect, and general health
perceptions.
Container Shape Convolution
Daniel Sheehan, Georgia Tech, USA*
Koert van Ittersum, University of Groningen, The Netherlands
Brian Wansink, Cornell University, USA
Product packages are an important instrument for marketers to differentiate their products and draw consumer attention to specific
product information. The results of three experiments demonstrate that elongated containers influence a consumer’s perception of the
product beyond volume estimates. Specifically, products in elongated containers are perceived healthier than the same product in
non-elongated containers. Furthermore, the findings also suggest that a container’s shape influences a consumer’s perceptions of the
ingredients included in the product as well.
The Role of Reactance in Responses to One-sided Advertisements: How Health-Related Appeals Backfire Among Dieters
Nguyen Pham, Arizona State University, USA*
Naomi Mandel, Arizona State University, USA
Andrea Morales, Arizona State University, USA
This research investigates the influence of one-sided messages on consumer psychological reactance. We propose and show that
exposure to one-sided messages only presenting the negative aspects of unhealthy food creates reactance among dieters (but not
among nondieters), leading dieters to engage in behaviors opposite of those intended by the message.
Conversations: Consumer Memory
Discussion Leader: Elizabeth Loftus, University of California, Irvine
LUNCHEON AND PRESIDENTIAL ADDRESS
12:30pm-2:00pm
SESSION 3
2:15pm-3:30pm
Symposium: Hollywood-Plus: Novel Avenues of Celebrity Influence
Chair: Adriana Samper, Arizona State University, USA
Consumers with Stars in their Eyes: The Influence of Celebrity Product Placement on Brand Perceptions and Behaviors
Adriana Samper, Arizona State University, USA
Daniele Mathras, Arizona State University, USA*
Andrea Morales, Arizona State University, USA
We examine the effectiveness of “celebrity product placement,” or the promotion of a product or brand through use by celebrities.
These ostensibly candid photos often take the form of paparazzi photographs in entertainment news magazines. We find that such
product placement is more effective than celebrity endorsement in improving brand attitudes and involvement across multiple
domains. These effects are mediated by increased celebrity trustworthiness elicited by celebrity product placement images, and are
most likely to occur for individuals high in susceptibility to informational influence, or those most apt to look to trusted others for
guidance on their purchase behaviors.
Social Media and Celebrity Endorsement: How Social Connections can Impact Endorsement Effectiveness
Lea Dunn, University of Washington, USA*
Joey Hoegg, University of British Columbia, Canada
The rise of social media marketing communications has altered the communication between consumers and celebrities. This shift has
implications for effectiveness of celebrity endorsed brands. The current research proposes that the extent to which social media
platforms enable perceived celebrity-consumer conversation changes how celebrities and the brands that they endorse are perceived.
Specifically, we show that platforms that connect individuals in conversation with celebrities (e.g., Twitter) enhance feelings of social
connection. This social connection leads to higher perceptions of similarity with the celebrity and results in more positive perceptions
for celebrity endorsed brands, even in the face of negative publicity.
Double Secret Promotion: The Impact of Perceptual Congruence with Celebrities on Brand Evaluations
Dan Rice, Louisiana State University, USA*
Andrew Kuo, Louisiana State University, USA
Previous research has shown that consumers often treat the source congruence between a celebrity and the brands they endorse as an
argument to evaluate when forming brand evaluations. However, this work has defined this congruence in conceptual terms, including
measures of whether the celebrity meaning fits the brand and whether there is overlap between the celebrity and brand or product
category. We investigate how perceptual congruence (phonetic similarity) with a celebrity (e.g., Sean Penn and Pennzoil) influences
brand evaluations including cases without formal endorsement, and explore alternative mechanisms, mere association and
fit-as-fluency as the drivers through which the effects occur.
Symposium: How Extraneous Numerical Markers Bias Consumer Judgment and Choice
Chair: Anastasiya Pocheptsova, University of Maryland, USA
Meng Zhu, The Johns Hopkins Carey Business School
Too Attractive to Pass: A Peculiar Appeal of Shorter Redemption Windows of Daily Deals
Anastasiya Pocheptsova, University of Maryland, USA*
Yogesh Yoshi, University of Maryland, USA
Daily deals are now widely popular. We show that consumers exhibit suboptimal preference for deals with shorter redemption
windows for hedonic products and services. We propose that short redemption window is interpreted as a signal of product scarcity
and that such interpretation is magnified when consumers need to justify purchase.
The Urgency Bias
Meng Zhu, John Hopkins University*
Yang Yang, Carnegie Mellon University, USA
Christopher K. Hsee, University of Chicago, USA
Employing simplified games and real-life consequential choices, we provide evidence for “urgency bias”, showing that people prefer
working on urgent (vs. important) tasks that have shorter (vs. longer) completion window however involving smaller (vs. bigger)
outcomes, even when task difficulty, goal gradient, outcome scarcity and task interdependence are held constant.
More Time, More Work: How (Incidental) Time Limits Bias Estimates of Project Time
Indranil Goswami, University of Chicago, USA*
Oleg Urminsky, University of Chicago, USA
Time limits affect people’s beliefs about tasks, due to an over-generalized association between task scope and time. We find time
limits affect estimated time even when those performing the task would not know the time limit. Furthermore, longer time limits lead
to higher estimates of the size of the task.
The Effect of Reward Quantification on Actual Program Participation
Eleanor Putnam-Farr, Massachusetts Institute of Technology, USA*
Jason Riis, University of Pennsylvania, USA
We look at how language used to describe rewards, specifically the quantification of an expected reward, might lead participants to
create specific targets for their own performance based on provided numerical markers. Through a combination of field and lab
experiments, we demonstrate that the use of a high number to describe rewards leads to higher interest and enrollment, but also higher
expectations of performance and a higher drop-out rate from the program when the reward is difficult to achieve. Marketers should be
aware of this issue when describing benefits to potential customers, particularly if they wish to motivate persistent behavior.
Symposium: Social Media Experience: Implications for Well-Being, Word-of-Mouth, and
Brand Consumption
Chair: Donna Hoffman, George Washington University, USA
Cyber Exclusion: When Social Media is Socially Excluding
Ann Schlosser, University of Washington, USA
Edita Cao, University of Washington, USA*
Social exclusion occurs when an individual is passively ignored or actively rejected by others, and can occur face-to-face (FTF) or
online. We propose that people overestimate how negatively others would feel compared to how they would personally feel (a
fortitude gap) when socially excluded online. Across three experiments, in addition to finding a greater fortitude gap when socially
excluded online, we find that FTF social exclusion is judged more negatively and increases individuals’ willingness to help more than
online social exclusion does. Moreover, we find that this effect is unique to social exclusion, not just negative events in general.
Finding vs. Receiving: How Content Acquisition Affects Sharing
Zoey Chen, University of Miami, USA*
Jonah Berger, University of Pennsylvania, USA
People acquire content by receiving it from others (e.g., friend’s email) or finding it directly (e.g., browsing CNN.com). How might
acquisition mode affect subsequent sharing? Across studies we find that when people receive content, they objectively evaluate the
content and are more likely to share interesting than boring content. When people find content, however, they associate the content
with themselves, and thus perceive even boring content as interesting and are likely to share boring content. Overall, we shows that the
act of finding makes people blind to content characteristics (e.g., interestingness) and may lead to sharing of low quality content.
Let’s Get Closer: Feelings of Connectedness From Goals and Motivations for Using Social Media with Implications for
Consumer Well-Being and Brand Outcomes
Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington, USA
Yuanrui Li, George Washington, USA*
The connections consumers experience in social media have important implications not only for consumer well-being, but also for
brands’ social media marketing efforts. Across four studies, we find that feelings of connectedness can arise not only from the intrinsic
pursuit of more social goals, but also, perhaps surprisingly, when people are introjectedly motivated to pursue less social goals. These
contrasting interactions also lead to increases in brand interest, word-of-mouth likelihood, and receptivity to purchase. Paradoxically,
tapping consumers’ introjected motivations to interact with brand-related content might deepen their relationship with the brand more
than when they are intrinsically motivated.
How Pinning Nordstrom Means Buying Macys: The Relationship of Social Media, Self-Concept, and Consumption Behavior
Lauren Grewal, University of Pittsburgh, USA*
Andrew Stephen, University of Pittsburgh, USA
Nicole Coleman, University of Pittsburgh, USA
Social media provides an easy and accessible outlet for self-expression. Two studies compare lay beliefs and actual behavior of
individuals portraying themselves in social media, and demonstrate that the more “ideally” we portray ourselves, the less likely we are
to prefer luxury goods—in opposition to both lay-expectations and prior research.
Individual Papers: Consumer Responses to Prices
Beware the Bundle: When Consumers Pay Less, Yet Demand More
Franklin Shaddy, University of Chicago, USA*
Ayelet Fishbach, University of Chicago, USA
We investigate how bundling affects consumer judgments of value, and we offer a framework for understanding when and why the
“whole” of a bundle can either be greater than or less than the sum of its constituent parts. Four experiments reveal that consumers
offer lower willingness-to-pay (WTP) for items acquired as a bundle, as compared to items gained separately. However, when an item
is subtracted from a bundle, as compared to when an item is lost separately, consumers demand more compensation and experience
greater dissatisfaction. In short, for bundles, consumers pay less, yet demand more.
Deal or No Deal? Effects of Numerical Roundness on Willingness to Accept an Offer in Negotiation
Dengfeng Yan, University of Texas at San Antonio, USA
Jorge Pena Marin, University of Texas at San Antonio, USA*
Negotiations are often about numbers, especially prices. Earlier work has suggested that negotiators should make precise offers
because precision usually leads to higher transaction prices. Our research, however, demonstrates the advantage of offering round
prices. Building on the premise that individuals associate numerical roundness with the feeling of completeness, we find that
negotiators are more likely to accept round rather than non-round offers, and that negotiators feel more satisfied if the final price is
round versus non-round. These findings contribute to several streams of research, including numerical cognition, negotiation, and
psychological closure, as well as marketing practice.
Will Consumers Always Spend More When a Coupon Has a Larger Face Value? The Inverted U-Shaped Effects of Coupon Face
Value on Consumer Spending Level
He (Michael) Jia, University of Southern California, USA*
Sha Yang, University of Southern California, USA
Xianghua Lu, Fudan University, China
C. Whan Park, University of Southern California, USA
It is quite common that a coupon can be applied to one of several different products sold at different prices within the same product
category. With such a coupon, consumers need to decide what specific product to buy, resulting in different levels of consumer
spending. In one field study and two lab experiments, the authors show that consumer spending initially increases with coupon face
value, but it starts to decrease after coupon face value further increases to an a certain amount.
The Satiating Effect of Pricing: The Influence of Price on Enjoyment over Time
Joseph Redden, University of Minnesota, USA*
Kelly Haws, Vanderbilt University, USA
Brent McFerran, Simon Frasier University, Canada
In the present research, we examine the role of the presence of product prices on satiation. We suggest that the presence of pricing
information influences consumers’ satisfaction with consumption over the course of an experience. We find that compared to when no
pricing information is available, the presence of prices leads to faster rates of satiation. We rule out that an increased amount of
information provided is sufficient to drive this effect, but rather, it is specific to prices.
Individual Papers: What You do To Me: The Effect of Others
Mistaking Dissimilar for Dislike: Why We Mispredict Others' Diverse Preferences
Kate Barasz, Harvard Business School, USA*
Tami Kim, Harvard Business School, USA
Leslie John, Harvard Business School, USA
Consumers often hold dissimilar preferences: one may enjoy classical music and Top 40 pop, rustic lake vacations and chic city
getaways. Yet while people recognize that they possess diverse preferences, they erroneously believe that others do not. Consequently,
a distinct prediction error emerges: although people routinely choose dissimilar items for themselves, they fail to predict these choices
for others. We demonstrate that the prediction error is mediated by a belief in preference homogeneity, whereby people assume that
others have a narrower, more homogeneous range of tastes than they, themselves, have.
Correspondent Inferences and Consumer Decision Making
Irene Scopelliti, City University London, United Kingdom*
Erin McCormick, Carnegie Mellon University, USA
Carey Morewedge, Boston University, USA
Karim Kassam, Carnegie Mellon University, USA
Lauren Min, University of Colorado, USA
We developed a reliable and valid instrument to assess individual differences in the propensity to make correspondent inferences—the
tendency to infer stable personality characteristics from the behavior of others, even when that behavior was caused by situational
factors. We then tested its ability to predict consequential consumer behaviors. We found that people highly susceptible to
correspondent inferences were more likely to blame others for accidental harms, incorporate dubious evidence into their judgment, and
have greater difficulty parsing the influence of manager and market performance when making incentive-compatible investments.
Why we defer to others: Choice delegation as a means of cognitive closure
Ashley Otto, University of Cincinnati, USA*
Joshua Clarkson, University of Cincinnati, USA
Frank Kardes, University of Cincinnati, USA
We explore the premise that consumers engage in choice delegation—a popular means of decision avoidance—to attain closure with a
decision. Focusing on well-established delegation strategies (i.e., relying on a prior decision, a recommendation, or the status quo),
three experiments demonstrate that choice delegation is motivated by cognitive closure (Experiment 1), is driven by the bothersome
nature of the choice (Experiments 2 and 3), and is independent of regret (Experiment 2). These findings offer a unique insight into
when and why individuals rely on choice delegation and thus a novel framework into the cognitive motivations stimulating decision
avoidance.
The Product-as-Person Proxy Effect: Satisfying Social Needs via Consumer Products at the Expense of Interpersonal Interaction
James Mourey, DePaul University, USA*
Jenny Olson, University of Michigan, USA
Carolyn Yoon, University of Michigan, USA
Five studies provide evidence consistent with a proposed “product-as-person-proxy” hypothesis. Specifically, the results reveal that
interacting with humanized (vs. non-humanized) products following social exclusion (1) produces positive mood effects comparable
to interacting with real others, (2) mitigates the need to exaggerate the size of one’s social network, (3) reduces the anticipated need to
engage with close others in the future, and (4) decreases one’s willingness to engage in prosocial behavior. Thus, examining the
interplay between social exclusion and anthropomorphism offers novel insights regarding the potential social costs of consumption.
Individual Papers: Prospection and Retrospection: Understanding how Consumer's Look
Ahead and Look Back
The End of the “End” Effect: Endings Do Not Inherently Have More Impact on Retrospective Evaluations
Stephanie Tully, New York University, USA*
Tom Meyvis, New York University, USA*
The present article reexamines one of the most basic findings regarding the evaluation of hedonic experiences: the end effect. The end
effect suggests that people’s retrospective evaluations of an experience are disproportionately influenced by the end of the experience.
The current work replicates and re-examines prior demonstrations of the end effect. The results indicate that endings are not inherently
over-weighted in retrospective evaluations. That is, episodes do not disproportionately affect the evaluation of an experience simply
because they occur at the end. Instead, endings are only over-weighted when additional conditions are met.
If at First You Do Succeed, Do You Try, Try Again? Measuring, Predicting, and Understanding Post-Success Behavior
Yael Zemack-Rugar, University of Central Florida, USA*
Canan Corus, Pace University, USA
David Brinberg, Virginia Tech, USA
Previous research shows that goal progress or success can lead to either continued or reduced goal efforts depending on a host of
situational factors. We argue that how one responds to goal success can also be determined by an individual tendency. We develop
and validate a measure for this tendency (studies 1-3) and show its utility in predicting behavior (studies 4-5). We explore the
correlation between post-success tendencies and consumers’ mental wellbeing (studies 6-7) and identify manipulations to help
consumers behave more productively (studies 8-9). Our findings provide insight into the antecedents, consequences, and moderators
of post-success behavior.
Improving Forecasts By Giving People The Option To Adjust Algorithms
Berkeley Dietvorst, University of Pennsylvania, USA*
Joseph Simmons, University of Pennsylvania, USA
Cade Massey, University of Pennsylvania, USA
How can we entice forecasters to use superior algorithms instead of inferior human forecasters? We found that giving forecasters the
ability to modify an algorithm’s forecasts increases their likelihood of using it. In four experiments, participants decided whether to
use an algorithm’s forecasts or their own to complete a forecasting task. In the treatment conditions we gave participants the option to
adjust the algorithm’s forecasts, overrule a subset of the algorithm’s forecasts, or use the algorithm’s forecasts freely. Participants used
the algorithm more often when they could modify its forecasts, even when their freedom to do so was severely restricted.
Leveraging Projection to Increase the Predictive Validity of Self-Reports: Four Experiments in the Domain of Consumption
Motives
Isabelle Engeler, University of St. Gallen, Switzerland*
Priya Raghubir, New York University, USA
Four experiments demonstrate that when consumers under- (over-) report socially undesirable (desirable) motives, preceding
questions about one’s own motives with questions about other people’s motives leverages projection of own motives in other-reports.
Through this route, eliciting responses about others first reduces biases in subsequent self-reports that are, accordingly, a better
predictor than i) either self-reports elicited first or, more importantly, ii) other-reports (viz., classic projection techniques). Thus, the
article leverages context effects to attenuate self-other biases in consumption motives and to improve response reliability and
predictive validity as compared to existing projection techniques.
BREAK
3:30pm-3:45pm
SESSION 4
3:45pm-5:00pm
Symposium: Landfill Overload: The Psychology of Disposal Decision-Making
Chair: Grant Donnelly, Harvard Business School, USA
Thinking About Time as Money Decreases Recycling Behavior
Ashley Whillans, The University of British Columbia, Canada*
Elizabeth Dunn, The University of British Columbia, Canada
Americans are no more likely to engage in environmental behavior today than 20 years ago. A novel explanation for this effect may lie
in the increased tendency to see time as money. Across 5 studies, we show that making the economic value of time salient reduces
environmental intentions and behavior. This occurs because thinking about the economic value of time creates awareness of the
opportunity costs associated with environmental behavior. We mitigate these effects by reframing environmental behavior as an act
consistent with self-interest. Together, our studies suggest that viewing time as money shapes environmental decisions.
The Effect of Self-Identity on Recycling Behavior
Matthew D. Meng, Boston University, USA*
Remi Trudel, Boston University, USA
Jennifer Argo, University of Alberta, Canada
People buy products consistent with their self-identity, but what effect does self-identity have on subsequent recycling behavior when
disposing of these products? Across five experiments, we show that consumers are less likely to trash a recyclable item when
disposing of it if the item is linked to their self-identity because it is perceived to have greater residual value.
If I Can Remember It, You Can Have It: Keeping your Identity through Strategic Memory Preservation
Karen Page Winterich, Pennsylvania State University, USA
Rebecca Walker Reczek, Ohio State University, USA*
Julie R. Irwin, University of Texas at Austin, USA
In this research, we propose that consumers are unwilling to donate special possessions to charitable organizations because there are
afraid that giving up the possession will mean that they lose the identity to which the possession is linked. We then explore the link
between memory and identity to suggest interventions based on strategic memory preservation that reduce donation-related identity
threat, allowing consumers to preserve the identity linked to special goods when donating them.
From Garbage to Gift: 'Social' Recycling Promotes Happiness
Grant E. Donnelly, Harvard Business School, USA*
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA
Michael I. Norton, Harvard Business School, USA
In this research we explore the affective benefits of ‘social recycling’ (recycling with the intention that others will reuse items we no
longer want). Across 7 studies, we find that social recycling promotes increased positive and reduced negative emotions. This
increased happiness is the result of feeling that your disposal choice helped the environment and other people in a meaningful way.
Such happiness boosts are mitigated when items are given to undeserving populations and when items are reused in a way that is
incongruent with typical use (i.e., using a shirt as a rag as opposed to wearing it).
Symposium: Information that Moves Us: Understanding the Dynamic Drivers of
Consumer Motivation
Chair: Scott Wallace, Duke University, USA
Step-by-Step: The Motivational Consequences of Subgoals
Szu-chi Huang, Stanford University, USA*
Liyin Jin, Fudan University, China
Ying Zhang, Peking University, China
We examined the dynamic impact of sub-goals on consumer motivation through one pilot study and four experiments, including a
weeklong consumer review program. In the initial stage of goal pursuit, consumers are concerned about a goal’s attainability;
therefore, focusing on sub-goals (vs. the overall goal) leads to the perception of greater goal attainability and thus greater motivation.
Conversely, when consumers arrive at the advanced stage, they are propelled by the sense that their actions are valuable, such that
focusing on the overall goal (vs. sub-goals) leads to higher perceived value of goal-directed actions and thus greater motivation.
How Goal Vagueness Alters the Impact of Progress on Subsequent Motivation
Scott Wallace, Duke University, USA*
Jordan Etkin, Duke University, USA
Three studies find that progress influences motivation differently during the pursuit of specific goals (e.g., lose ten pounds) compared
to vague goals (e.g., lose as much weight as possible). When goals are vague, consumers’ commitment and motivation decline as
progress accumulates. The adoption of a specific goal, or even of a range goal, attenuates this effect and helps consumers to maintain
their motivation over time.
Efficacy and Goal Pursuit: Thinking Good Versus Bad Thoughts
Rajesh Bagchi, Virginia Tech, USA*
Amar Cheema, University of Virginia, USA
Daniel Villanova, Virginia Tech, USA*
Prior research on perceptions of efficacy (effectiveness or productiveness) finds that efficacy increases motivation to pursue goals.
However, we find that, when high in efficacy, individuals who consider goal-inconsistent actions (e.g., eating unhealthy foods) are
less likely to pursue goals than those who consider goal-consistent actions (e.g., exercising to lose weight). This effect does not arise
for people low in efficacy.
The Impact of Assimilation to Role Models on Consumer Motivation
Yanping Tu, University of Chicago, USA*
Ayelet Fishbach, University of Chicago, USA
Marketing appeals often feature information on role models’ success or endorsement to motivate consumers’ goal pursuit. We find
that, because consumers assimilate to group-models more than individual-models (e.g., “movie stars” vs. “Brad Pitt”), group-models’
successes lower their motivation whereas group-models’ endorsements increase their motivation.
Individual Papers: Affect, Asymmetry and Multiculturalism: Novel Insights into Decision
Making
The Effects of Evoking Multiculturalism on Choices
Hanie Wang, Rice University, USA*
Ajay Kalra, Rice University, USA
People that make up the United States population are increasingly identifying with multiple cultural groups. Firms are aligning with
this growth by engaging in multiculturalism marketing that we consider to be exposure to and influence of more than one culture (e.g.,
in advertising). We propose that evoking multiculturalism increases the likelihood of engaging in comparative tradeoffs during
decision-making by enhancing cognitive flexibility. We find support for our hypotheses in six studies using important trade-off
relevant context effects. We show that evoking multiculturalism increases the compromise effect and background contrast effect and
decreases reference-dependence.
Intuitive preference at a flip of a coin: Asymmetric Congruency between Salience and Evaluative Judgment
Coby Morvinski, UC San DIego, USA*
On Amir, UC San DIego, USA
In a series of five experiments, we explore a novel methodology that offers an indirect measure of relative evaluative judgment
(liking) of choice options. We find that people intuitively relate high evaluative judgments to salient (focal) labels but this effect is not
symmetric as no similar relation was found between low evaluative judgment s and non-salience labels. We discuss the link between
salience and preference and suggest a congruity explanation between two positively judged ends. Lastly, we demonstrate an important
implication in which our implicit measure of relative evaluative judgment helps de-bias compromise effect, an established system-2
bias.
Mental Thermoregulation: Affective and Cognitive Pathways for Non-physical Temperature Regulation
Rhonda Hadi, Baruch College, USA
Dan King, National University of Singapore, Singapore*
Lauren Block, Baruch College, USA
Mammals have been shown to physically thermoregulate their systems in response to the environment. We show five experiments
that suggest that humans do so as well, but humans involve the brain and mental processes in doing so. We examine the effect of
experienced physical temperature on an individual’s decision-making process. We suggest that reliance on emotions can function as a
psychologically-warming process while reliance on cognitions can function as a psychologically-cooling process, and thus individuals
may alter their decision-making style according to their thermoregulatory objectives.
Affect as an Ordinal System of Utility Assessment
Michel Pham, Columbia University, USA
Ali Faraji-Rad, Nanyang Technological University, Singapore*
Olivier Toubia, Columbia University, USA
Leonard Lee, National University of Singapore, Singapore
We propose that the affective system of judgment is inherently more ordinal (less cardinal) than the cognitive system. That is, the
affective system is designed to perform evaluations in a manner that is inherently more comparative than the cognitive system,
focusing more on the relative ranking of various alternatives rather than their assessment in absolute terms. The inherent ordinality of
the affective system may be linked to its distant evolutionary roots. Results from several studies provide converging support for this
general proposition, which helps explain a variety of findings in the judgment and decision-making literature.
Individual Papers: It's The Little Things: The Impact of Perceptual Cues
Headspace: The Effects of Acoustic Reverberation on Willingness to Try
Michael Lowe, Texas A&M University, USA*
Suresh Ramanathan, Texas A&M University, USA
Sound is a pervasive element of a consumer’s experience. Still, we know little about how sound affects consumer behavior. Because
consumer’s perception of sound is not only influenced by the sound source, but also by the acoustics of an environment, sound may
communicate information about a physical environment that influences consumer cognition and behavior. This work examines how
one isolated aspect of sound – reverberation – can lead consumers to be more willing to try unfamiliar products.
Warmth or Competence? Effect of Typeface Design on Consumer Perceptions
Jiangang Du, Nankai University,
Lan Xia, Bentey University*
Xingyao Ren, Nankai University
Research has long recognized the communicative capability of typography. In this research, we examine the effect of handwritten
versus standard print typeface on consumers’ perceptions of the warmth and competence of a brand as well as their intentions to
purchase. A set of five studies showed that handwritten typeface leads to feelings of warmth and standard print typeface leads to a
perception of competence. The match between the typeface and the communicated message leads to positive evaluations and purchase
intentions. We identify psychological distance as the underlying mechanism.
Phonetic Embodiment and its Effect of on Attitudes towards Brand Names
Ann Kronrod, Michigan State University, USA*
Tina M. Lowrey, HEC Paris, France
Joshua M. Ackerman, University of Michigan, USA
Combining research in phonetics and embodiment, we find that when brand name sounds create backwards articulatory movement
(e.g. Beko) that resembles food intake, attitudes toward the name are more positive, compared with brand names which create forward
articulatory movement (e.g. Goonie) that resembles food rejection. These results are explained by approach-avoidance mechanism,
which is evoked by the intra-oral movement. Interestingly, food product brand names are found to disrupt this effect. Manipulating
spoiled food as stimuli, we further demonstrate the role of approach and avoidance in this phenomenon.
Pleasure as a Substitute for Size: How Multisensory Imagery can make People Happier with Smaller Food Portions
Yann Cornil, INSEAD, France*
Pierre Chandon, INSEAD, France
In today's research on overeating, pleasure is seen as the enemy that consumers need to sacrifice for health's sake. Contrary to this
view, we show that vividly imagining the taste, smell, and texture of hedonic foods increases the expected enjoyment and the
willingness to pay for small (but not large) portions and leads non-sated children and adults to choose smaller portions. This occurs
because “multisensory imagery” makes people evaluate portions based on expected sensory pleasure, which actually peaks at the first
bite, rather than on expected hunger satiation.
Individual Papers: Happiness, Jealousy and Guilt: New Perspectives on Discrete Emotions
The Paradox in Happiness for Sale
Aekyoung Kim, University of Texas at San Antonio, USA*
David Silvera, University of Texas at San Antonio, USA
The current study examines when and why mere exposure to happiness stimuli increases or decreases the sale of products that sell
happiness. Unlike other goal primes (e.g., health primes), happiness primes increase people’s perceived distance from ideal happiness,
which in turn decreases attitudes toward products that sell happiness. Manipulations that reduce participants’ perceived distance from
happiness, reduce accessibility of happiness-related target advertisements, and deny participants sufficient cognitive resources to
monitor their happiness status, all eliminate this effect.
Religious Responses to “Selling Happiness”: Consequences for Attitude toward the Ad and the Advertised Brand
Jamel Khenfer, Aix-Marseille University, France*
Steven Shepherd, Duke University, USA
Aaron Kay, Duke University, USA
Many brands sell their products with the promise that the consumer will experience happiness. Intuitively, appealing to people's desire
to be happy should be universally well received. In two studies, we show that it is not necessarily the case by examining the
moderating role of consumer religiosity. We further show that the moderating role of religiosity on how people respond to these kinds
of ads depends (1) on the motivational foundations of religious activity (intrinsic vs. extrinsic), and (2) on the salience of one’s
religiousness at the time of ad exposure.
Regain Attention with Brightness: The Positive Relationship between Incidental Jealousy and Preference for Bright Products
Xun (Irene) Huang, Sun Yat-sen University, China*
Ping Dong, University of Toronto, Canada*
Robert S. Wyer, Chinese University of Hong Kong, China
Across four studies, we found that incidental jealousy can increase consumers' preferences for brightly colored, eye-catching products.
This effect only occurs when consumers have the opportunity to own the products rather than simply viewing them. Furthermore, the
effect is reciprocal – when consumers imagine themselves wearing bright clothes, they experience more intense reactions to
jealousy-evoking situations, presumably because they have higher expectations for getting others’ attention. This research provides
novel insights into the role of jealousy on consumers' sensory preference – an important yet under-researched variable in consumer
behavior.
Guilt as an Explanation for Pay What You Wish Prices
Paul Mills, Kent State University, USA*
Previous studies on Pay What You Wish (PWYW) pricing cast doubt on whether prices can be maintained at sufficient levels. We
suggest that PWYW pricing is a sustainable pricing mechanism if guilt-prone consumers are provided with information about what
others have paid. Evidence from 2 experiments and a field study of 82,592 actual purchases across 42 countries suggests that
providing a socially-constructed reference price results in a significant increase in PWYW prices over time. As predicted by a negative
state relief model, guilt-prone customers pay more when the average price is posted or when they have a higher willingness to pay for
the product.
Individual Papers: In the Eye of the Beholder: The Impact of Beauty on Choice and
Judgment
Health or Beauty? How Consequence Type Influences Temporal Proximity and Vulnerability to Negative Health Outcomes
Mitchel Murdock, University of South Carolina, USA*
Priyali Rajagopal, University of South Carolina, USA
This research examines the effects of graphic warning messages that highlight the social consequences of negative health outcomes
and demonstrates that social (versus health) consequences will lead to greater perceived temporal proximity of the negative health
outcome and increased perceived vulnerability to the outcome. Additionally, we demonstrate that health messages, which highlight
social consequences, alter perceptions of experiences long after the message is viewed. These perceptions include the evaluation of
text messages sent while driving (study 2), taste perceptions of soda (study 3), and perceptions of sunscreen (study 4).
Pursuit of Beauty: The Cultural Divide
Shilpa Madan, Nanyang Technological University, Singapore*
Shankha Basu, Nanyang Technological University, Singapore*
Elison Lim, Nanyang Technological University, Singapore; Institute on Asian Consumer Insight
Sharon Ng, Nanyang Technological University, Singapore; Institute on Asian Consumer Insight
While the pursuit of beauty is a pervasive global phenomenon, Asian countries top the charts with Japan being the biggest spender on
beauty products per-capita, South Korea with highest number of plastic surgeries per-capita, and China and India rising as the next
beauty obsessed frontiers. Across three studies, we show that Easterners (interdependents) are more prone to using beauty-enhancing
products and tools to adhere to societal norms. This is sequentially mediated by conformity, and self-discrepancy, i.e. the perception of
not matching up to the ideal standard of beauty. We replicate this finding across varied contexts and show that a beauty product’s
ability to offer tangible improvement, i.e. reduce the gap between ideal and actual, drives purchase intent.
How Beauty Work Affects Judgments of Moral Character
Linyun Yang, University of North Carolina at Charlotte, USA*
Adriana Samper, Arizona State University, USA
Michelle Daniels, Arizona State University, USA
Across four studies, we examine how exerting high effort on one’s appearance, or engaging in extensive “beauty work,” impacts
judgments of how we perceive others, how we expect to be perceived, and how beauty-related products are evaluated. We find that
individuals who put higher effort into their appearance (via time spent on hair, make-up or clothing choice) are more likely to be
viewed as deficient in moral character, driven by the perception that they are misrepresenting their true self. This results in more
negative evaluations and carries over into negative perceptions of higher effort beauty products.
Beauty is good: How consumers’ desire to look good affects product preferences
Tess Bogaerts, Ghent University, Belgium*
Mario Pandelaere, Ghent University, Belgium
More and more people care about their physical appearance and try to look good. Yet little research considers the consumer
consequences of this pursuit of physical attractiveness. In the current paper, we investigate the mechanisms by which consumers who
pursue physical attractiveness assign more positive qualities to products that simply look good. In particular, we suggest that the
preference for products with appealing packages may partly stem from an overgeneralization of the beauty-is-good heuristic that is
frequently used to evaluate people. Five studies demonstrate the underlying process of consumers’ tendency to follow a
beauty-is-good inference rule to evaluate basic products.
JCP AE Research and Report
4:00pm -4:50pm
JCP ERB Meeting
5:00pm-6:30pm
RECEPTION
6:00pm-8:00pm
WORKING PAPER SESSION 2
6:00pm - 7:30pm
Working Papers: Working Paper Session Two
The (Prevention) Focus of Philanthropy: A Goal-directed Perspective on the Effectiveness of Donation Appeals
Sara Penner, University of Manitoba, Canada*
Olya Bullard, University of Winnipeg, Canada
Through two lab experiments, we examine the effectiveness of donation appeals from a goal-directed perspective. Applying the
framework of regulatory focus theory (Higgins, 1997) we identify that philanthropy appeals to consumers’ prevention- focused goals
for safety and security. We continue this research into a managerial context and demonstrate that prevention-framed donation appeals
are more effective compared to promotion-framed appeals.
“The Price Is Right,” but more so on expanded scales: Expanded scales enhance number value appreciation
Linda Hagen, University of Michigan, USA*
Expressing attributes on expanded scales is known to exaggerate perceived differences between options and to enhance that attribute’s
decision impact. This has been attributed to increases in numerosity. This paper, however, takes a conversational logic perspective and
shows in three experiments that expanded scales (e.g., cents) signal that every small subunit counts and cause people to attend to the
whole number, whereas contracted scales (e.g., dollars) lead people to abbreviate the number after the first digits (left-digit-effect:
Thomas & Morwitz, 2005). Subtle changes in number expression (e.g., using the cents-sign versus dollar-sign) can impact consumers’
preferences, offering implications for pricing.
Country of Origin Fit: When does A Discrepancy between Brand Origin and Country of Manufacture Reduce Consumer’s
Product Evaluations?
Zachary Johnson, Adelphi University, USA
Yichao Tian, Adelphi University, USA*
Country of Origin (COO) is an important cue consumers consider when making product evaluations. COO is a multi-dimensional
construct for which brand origin and country of manufacture are the two most researched dimensions. Often, brand origin and country
of manufacture can be different – a potential consistency or discrepancy which we refer to as COO fit. In two studies, we demonstrate
that a lack of COO fit introduces ambiguity into consumers’ product evaluations, consequently reducing product evaluations. This
effect is moderated by consumer traits and brand positioning strategies.
Does Size Matter? Only When They Touch: Package Size and Scale of Contamination
Chelsea Galoni, Northwestern University, USA*
Derek Taylor, University of Guelph, Canada
Theodore J. Noseworthy, York University, Canada
Predicated on the law of contagion and recent research on packaging size inferences, we test whether the magnitude of contamination
strengthens as the package size of a target product increases. We find that, holding the size of the contaminant constant, a larger
target packaging elicits greater feelings of contamination than smaller packaging. Furthermore, the results hold for both positive and
negative contagion. Our results not only show that contamination does scale with the size of packaging, but also offer a new way of
confirming contamination manipulations.
Advertisements as Threats to Competency: Exploring Consumer Tunnel Vision and Mitigating the Effects
Raymond Lavoie, University of Manitoba, Canada*
Kelley Main, University of Manitoba, Canada
This research suggests that product advertisements can bolster or threaten consumers’ perceived competence. Through a series of two
experiments we support a moderated mediation model in which advertisements for products that one did not choose threaten
consumers’ perceived competence, which in turn leads to negative affect. Threat to competence was mitigated by introducing a time
delay before asking the dependent measures. We demonstrate that following exposure to such advertisements, consumers actively seek
and derogate competitors’ advertisements and process them more systematically than other advertisements. Providing consumers with
self-affirmation (via an advertisement which promotes an owned brand) reversed such defensiveness.
Feeling Lonely in a Crowd: How Loneliness Affects Product Choice
Ruby Saine, University of South Florda, USA*
Our research examines how loneliness affects binary product choice and investigates the psychological mechanism underlying lonely
consumers' choice.
Why Do Bad Brands Get Blamed?
Jeff Rotman, Ivey Business School, Western University, Canada*
Mansur Khamitov, Ivey Business School, Western University, Canada
Matthew Thomson, Ivey Business School, Western University, Canada
We argue that harmfulness and anthropomorphization lead to decreased punishment through decreased attribution and increased moral
standing. Study 1 shows that an essence of harm leads to a decrease in moral standing, mediated by perceptions of hostility. Study 2
furthers this by showing that moral standing leads to increased punishment for transgressions. Study 3 shows that an entity of harm
biases judgments of transgressions. Study 4 demonstrates that harmfulness and anthropomorphization lead to increases in agency
which in turn lead to increased punishment. Study 5 adds to this, demonstrating a mediating effect of attribution between moral
standing and punishment.
Product Curvature or Angularity Preferences: A Theory of Self-Concept
Tanuka Ghoshal, Indian School of Business, India*
Rishtee Batra, Indian School of Business, India*
Peter Boatwright, Carnegie Mellon University, USA
We investigate whether preference for product curvature or angularity may be influenced by self-beliefs about the shape of one’s own
body. We find that when body shape is made salient, women who perceive their bodies to be curvy, rate curved products higher. A
significant covariate is body image monitoring (concern and satisfaction with one’s body image). We speculate that evaluation of
one’s own body caused subjects to enter into “defensive coping” mode, leading to a more favorable evaluation of objects that are
perceived similar to oneself.
Asymmetric Consumer Responses to Brand Crises
Mansur Khamitov, Ivey Business School, Western University, Canada*
Niraj Dawar, Ivey Business School, Western University, Canada
Charan Bagga, Ivey Business School, Western University, Canada
Previous research demonstrates the detrimental effects of brand crises, yet consumers buying and consuming the affected brand and
those not may react differently to a crisis. We examine differential reactions of victims versus observers as a function of crisis
severity. Two studies demonstrate that affected brand users may provide firms with a cushion against the devastating impact of
relatively low severity crises, yet their brand evaluations no longer insulate firms and actually backfire in severe brand crises, which is
mediated by construal level.
Mental Representation of Ambivalence.
Amit S. Singh, Ohio State University, USA*
H. Rao Unnava, Ohio State University, USA
An ambivalent attitude has both positive and negative reactions associated with it. In this research, we investigate the underlying
structure in which the oppositely-valenced components are stored together; are positive thoughts stored alongside the negative
thoughts or are they separated? The implications of storage structure for felt ambivalence are studied. Preliminary results indicate
positive and negative thoughts about an object being stored together in memory.
The Effects of Temperature Cues on Charitable Donation
Chien-Wei (Wilson) Lin, Hartwick College, USA*
Dipankar Rai, Mercyhurst University, USA
Building upon ambient temperature and embodied cognition literature, this research identifies that temperature cue is a critical factor
that influences charitable behavior. Findings from two studies reveal that compared to warmth temperature cue, cold temperature cue
results in greater monetary donation to the charity. Specifically, the authors verify the process that coldness activates the need of social
connection via both mediation (i.e., the effect is mediated by how close the charity is in self) and moderation (i.e., the effect reduces
when social connection is made salient by asking to donate time).
Why We Like Bundles and I Don’t: The Effect of Self-Construal on Product Bundle Evaluation
Seok Hwa Hong, New York University, USA*
Andrea Bonezzi, New York University, USA
We explore the relationship between self-construal and consumers’ evaluation of product bundles. Our findings across three studies
indicate that individuals with interdependent self-construal judge product bundles more favorably relative to individuals with
independent self-construal. Furthermore, we find that the perceived cohesiveness of the bundle composition is positively associated
with the bundle’s desirability for interdependent individuals, whereas the effect is not evident among independent individuals. An
individual characteristic such as self-construal had not been previously studied in the context of product bundle evaluation, and our
studies suggest a personalized and culture-dependent approach to constructing and marketing product bundles.
Fewer When Mixed: When Food Presentation Format Biases Consumers’ Perceptions of Calories and Fat
Ning Ye, Temple University*
Will Hampton, Temple University
Maureen Morrin, Temple University
Dipankar Chakravarti, Johns Hopkins University
Angelika Dimoka, Temple University
Meng Zhu, Johns Hopkins University
We conducted two studies to investigate whether consumers’ perceptions of foods’ healthfulness are biased by the format in which it
is served: when the ingredients are mixed together versus separate. In study 1, participants tasted four samples of healthy (cereal) or
unhealthy (candy) food in either a mixed or separate format. The candy, but not the cereal was perceived as marginally healthier in a
mixed (versus separate) format. In study 2, participants systematically underestimated the amount of calories and fat in candies when
asked to imagine eating the food in a mixed (versus separate) format.
Solitude Produces Creativity: The Role of Self-Reflection and Happiness as Mediators
Byungik Yoon, Hongik University*
Nara Youn, Hongik University*
This research investigates the relationship between solitude and creativity, tests the underlying processes that explain it, and examines
the brand preference of solitary individuals. The findings indicate that solitude influences various outcomes of creativity.
Self-reflection and happiness mediate the effect of solitude on creativity.
“It was not my fault, but I could have prevented it”: The role of consumer perceived control over stressful service experiences
Natália Araújo Pacheco, Federal University of Rio Grande do Sul, Brazil*
Maggie Geuens, Ghent University, Belgium*
Cristiane Pizzutti dos Santos, Federal University of Rio Grande do Sul, Brazil*
Even when consumers blame a company for a stressful service experience, these consumers may perceive that they could have done
something to prevent the stressful situation (past control), that they can control their emotions and thoughts about it right now (present
control), that they can prevent it from happening again (future control), and that such situation is unlikely to reoccur (future
likelihood). We demonstrate in two studies that this temporal model of perceived control may have additional explanatory power
regarding consumer emotional and behavioral reactions after a stressful service experience when compared to the typically used
attribution and appraisal models.
How a Variable-Sum Mindset Increases Instrumental Social Relationships
Haejoo Han, Seoul National Univ., Republic of Korea*
Kyoungmi Lee, Seoul National Univ., Republic of Korea
Across two studies, the current research suggests that a variable-sum mindset (vs. zero-sum mindset) can lead individuals to pursue
instrumental social relationships, by activating an exchange-oriented mindset. Also, this effect becomes more prominent when
consumers have a negative outlook on the economy. These results suggest that cooperative motives can sometimes increase
instrumental behaviors even more than competitive motives.
Do Consumers Search Far and Wide or High and Low? It Depends on their Regulatory Focus.
Arezou Ghiassaleh, Department of Marketing, Faculty of Business and Economics, University of Lausanne*
Joseph Lajos, Department of Marketing, Faculty of Business and Economics, University of Lausanne
The proposed research project examines the relationship between consumers’ regulatory orientation and two important product
assortment characteristics – assortment structure and level of variety. We hypothesize that promotion-oriented consumers are more
satisfied when choosing among products in broad category structures, whereas prevention-oriented consumers are more satisfied when
choosing among products in narrow category structures. Furthermore, we hypothesize that promotion-oriented consumers are attracted
to product assortments with high levels of variety and consume more when assortment variety is high versus low, whereas
prevention-oriented consumers are attracted to product assortments with low levels of variety and consume less when assortment
variety is high.
You are What (and How, and with Whom) You Eat: Effects of Food Identity on Preferences, Choice and Consumption
Lauren Grewal, University of Pittsburgh, USA*
Catherine Lamberton, University of Pittsburgh, USA
Nicole Verrochi Coleman, University of Pittsburgh, USA
Though the bulk of consumer research in the food domain has focused on peoples’ tendencies to indulge or restrain their eating, we
propose that variance on this dimension does not capture the totality of consumers’ relationship with food. To provide a richer
conceptualization of individuals’ experiences with food, we propose four distinct food identities, measured using validated indices.
We also show that these identities reliably affect individuals’ preferences and self-concepts.
The Group Effect - How Food Products Look More Attractive in Group than Individually
Katrien Cooremans, Ghent University, Belgium*
Maggie Geuens, Ghent University, Belgium
Does the cheerleader effect also hold for food products? We investigated whether the presentation of food items (in group vs.
individually) affects consumers’ perceptions. Our findings suggest that presenting a particular food item in a group of (almost)
identical items, enhances its perceived attractiveness compared to when the same item is presented individually. The enhanced
perceived attractiveness also translates in a higher purchase intention. Importantly, we find a somewhat different group effect for
healthy and indulgent food, indicating a different underlying process. Follow-up studies will investigate which process underlies the
effect for healthy and indulgent food respectively.
How to be both more and less happy: think like a greedy person!
Goedele Krekels, Ghent University, Belgium*
Mario Pandelaere, Ghent University, Belgium
Since the 1980’s, two thinking styles have been put forward to explain choice behavior: absolute and relative thinking. Though the
first is more in accordance with rational economic theory, the second has been more predictive of real-life economic behavior. In this
project we propose greedy people to exhibit an intermediate thinking style, incorporating both absolute and relative changes. This
partial thinking style leads them to be happier than others when relative but not absolute changes from a reference point are low, but
less happy when these relative changes are high.
Gift-Giver’s Self-Indulgence is Differentially Impacted by Different Gift-Giving Motivations
Ning Chen, European School of Management and Technology, Germany*
Francine Espinoza Petersen, European School of Management and Technology, Germany
This research suggests that different gift-giving motivations influence a gift-giver’s self-indulgence differently. Gift-givers with an
altruistic motivation tend to be more self-indulgent than gift-givers with a self-interested or a compliance-with-social-norm motive.
We find that this effect is mediated by happiness and moderated by the perceived appropriateness of self-indulgence.
Want to Express but Have to Suppress:
Effects of Self Construal on emotional Suppression and Expression
Fang Wan, University of Manitoba, Canada*
Xianzhe Jin, University of Manitoba, Canada*
Wendy Yan, University of Manitoba
Nidhi Agrawal, University of Washington
Relationship partners from different culture groups may experience different dynamics when it comes to relationship conflicts
compared to relationship partners from the same culture. When conflict arises, negative emotions flood in. How relationship partners
express their emotions and their subsequent effect on the relationship may very well depend on the cultural norms of relationship
partners. However, surprisingly, cross-cultural studies focusing on negative emotional expression and suppression are rarely
addressed. This research aims to examine the effects of self construals on negative emotional expression.
Navigating Uncommon Ground: Consumer Responses to Word-of-Mouth that Reveals Discrepant Attitudes
Daniel Brannon, Arizona State University, USA*
Adriana Samper, Arizona State University, USA
Our study investigates the consequences of WOM that makes attitude discrepancies salient. We find that WOM transmitters engage in
upward revision of negative product and service attitudes when close (versus distant) others have a dissimilar (e.g. positive) attitude.
In contrast, they do not engage in similar, downward revision of positive attitudes when close (versus distant) others have a dissimilar
(e.g. negative) attitude. We posit that this is because negative experiences are episodically “remembered,” and more likely to be seen
as isolated events in light of another’s positive experience, while positive experiences are semantically “known” and are more difficult
to revise.
Consumers Strategically Time Word-of-Mouth Transmission for Self-Enhancement
Jin Myoung Kim, Seoul National University, Republic of
Heeyoung Yoon, Yonsei University, Republic of Korea
Korea*
Kyoungmi Lee, Seoul National University, Republic of Korea
Jinwoo Kim, Seoul National University, Republic of Korea
Haejoo Han, Seoul National University, Republic of Korea*
We propose that consumers strategically time their word-of-mouth (WOM) transmission for self-enhancement. In an experiment
simulating the context of sales promotion, we found that participants showed a greater intention to transmit WOM about their
purchase after promotion than during promotion, because they were more likely to believe that they will be seen as smart consumers if
they transmitted WOM after promotion. A mediation analysis revealed that self-enhancement motives drove this effect. Altruism was
not a significant mediator leading to the difference between post-promotion and during-promotion WOM transmission intentions.
What is it that You’re Carrying? Implicit Self-Theories and Shopping Cues in the Retail Environment
Freeman Wu, Arizona State University, USA*
Adriana Samper, Arizona State University, USA
This research examines the status signals that consumers expect observers to pick up on when they are carrying a conspicuously
branded luxury shopping bag versus handbag, and how these expectations in turn shape their self-perceptions of status and their
subsequent behavioral intentions. We demonstrate that consumers experience lowered self-perceptions of status and exhibit more
inhibition-related behaviors when carrying the handbag versus shopping bag. Furthermore, results show that not everyone experiences
these changes; it depends on the individual’s implicit self-theory. Entity theorists experience decreased feelings of status when
carrying the handbag versus shopping bag, whereas incremental theorists are unaffected.
All for One and One for All: Individual Vicarious Goal Fulfillment in Group Contexts
Katina Kulow, University of South Carolina, USA
Thomas Kramer, University of South Carolina, USA
Kara Bentley, University of South Carolina, USA*
We examine the impact of group identification on individual goal pursuit in contexts where an overlap in goals exists at both the
individual and group levels. We show that when a group member highly identifies with his or her group, the vicarious goal fulfillment
of that individual’s goals which stems from the group’s perceived progress towards a similar group goal, results in disengagement
from continued individual goal pursuit when one’s individual goals do not remain salient.
The influence of construal levels on the experience of post-purchase regret
J. April Park, Fort Hays State University, USA*
Trey Hill, Fort Hays State University, USA
Construal Level Theory provides a promising way of explaining consumer behaviors. Using the CLT framework, the current study
examined whether or not temporal distance from an event and types of goods affect consumers’ purchase intention and willingness to
expedite shipping. Additionally, this study investigated the impact of high and low levels of construal on post-purchase regret. Results
showed that a higher level of construal, measured by a distant event and experiential goods, led to a higher level of purchase intent and
a lower level of post-purchase regret.
Do Touch Screen Users Feel More Engaged? The Impact of Touch Interfaces on Online Shopping
Sorim Chung, University of California Riverside, USA*
This study examined the potential effects of touch interfaces on online shoppers’ purchase-related decisions. Results showed that
using a touch interface led to higher engagement with shopping among low involvement product shoppers, and higher engagement
was positively associated with most purchase decision measures, including purchase intentions. However, using a touch interface had
a negative impact on brand name recall. The findings of this study highlight the role of a touch interface as a new retail cue for online
shoppers’ engagement beyond traditional retail cues.
The Unethical Gift: The Moral Dilemma of Accepting It
Marta Pizzetti, Università della Svizzera italiana, Switzerland*
Peter Seele, Università della Svizzera italiana, Switzerland
Michael Gibbert, Università della Svizzera italiana, Switzerland
This research focused on investigating how consumers accept products with unethical attributes (i.e. product whose production harm
animals) in a context characterized by strong social pressure, such as the gift exchange. The authors examined whether and how gift
exchange influences the unethicality perception through the moral disengagement process. Findings of two experiments illustrated that
recipients are willing to accept an unethical product when it’s given by a friend as a gift, and are subsequently engaged in the moral
disengagement process which reduces the unethicality perception. However the product creates negative emotions, especially when
the product is psychological close.
Conflicting Attitudinal Norms and Self-Persuasion: The Role of Social Identity in the Mere Thought Effect
Roseann Hassey, University of Cincinnati, USA*
Joshua Clarkson, University of Cincinnati, USA
Research demonstrates that reflection on one’s attitude heightens polarization, with findings based on the argument that individuals’
reflect on attitude-consistent information. The present research posits that social identities bias the nature (or consistency) of the
information reflected upon and thus the direction of attitude change as a function of that reflection. Across two experiments,
individuals exhibited significant shifts toward attitudinal norms as a function of both sufficient opportunity for reflection (Experiment
1) and heightened salience of a relevant social identity (Experiment 2). These findings, then, highlight the importance of social
identities and the attitudinal norms they elicit in altering self-persuasion.
How Priming Collectivism or Individualism can Impact Motivations and Increase Participant Satisfaction in Online Surveys
Alexander Davidson, Concordia University, Canada*
Michel Laroche, Concordia University, Canada
Despite the benefits of online data collection for consumer behavior researchers, information about how to improve participant
satisfaction is scarce. The current research predicts and finds that a collectivism prime will generate higher participant satisfaction due
to an increase in pro-social motivations. In contrast, an individualism prime will generate higher satisfaction due to greater financial
motivations. This research carries practical implications for consumer behavior researchers looking to improve the quality of
responses from online surveys.
Keep an Eye on Moving Prices! The Effect of Visual Dynamism on Price Perceptions
Junghan Kim, State University of New York at Buffalo, USA*
Arun Lakshmanan, State University of New York at Buffalo, USA
This paper proposes that dynamic information presentation can bias how consumers perceive prices. Specifically, this paper focuses
on how visual dynamism in graphical presentation of price history affects consumers’ price volatility perceptions. Two studies show
that when graphical information of price history is dynamically (vs. statically) presented, consumers perceive a price as more volatile.
Further, this effect is moderated by monetary promotions such as a price discount. Overall, this paper extends the literature on
information presentation biases in consumer perceptions by examining the dynamic aspects of data presentation in the domain of price
cognition.
The Impact of Image-Elicited Arousal on Consumers’ Preferences for Self-Other Distance in Service Consumptions
Laurie Wu, Temple University, USA*
Anna S. Mattila, Pennsylvania State University, USA*
Utilizing pictures as the major persuasive tool, display advertising is becoming an increasingly important format of online service
advertising. In such a context, this study examines how online service ads can use a sharing cue vs. a solitude cue to stimulate
consumers’ purchase intentions. Based on the proposed psychological mechanism via arousal management, this research further
highlights several important boundary factors such as the color hue of the ad picture and the ambient temperature of the consumption
experience. Two experimental studies are proposed for empirical examination. In the end, a general discussion on potential theoretical
contributions and managerial implications is provided.
Does layout matter? The effect of online circular on consumer memory of banner ads
Sydney Chinchanachokchai, University of Wisconsin - Eau Claire, USA*
Brittany R.L. Duff, University of Illinois at Urbana-Champaign, USA
Ron Faber, University of Minnesota, USA
Recently, retailers such as Walmart and Walgreens have switched from traditional print circulars to digital circulars which consumers
can browse using store websites, smart phone applications, and e-mails. When consumers are browsing for products in an online
circular, banner ads are usually treated as distracters. This study shows that different online circular layouts (low vs. high perceptual
load) affect memory for banner advertisement. Low-level perceptual load, easy to process circulars improve memory for banner ads
compared to high perceptual load circulars.
First Time’s the Charm with a Lucky Penny? The Effects of Superstitious Beliefs on Consumer Risk-Taking Behavior.
Sydney Chinchanachokchai, University of Wisconsin-Eau Claire, USA*
Theeranuch Pusaksrikit, University of the Thai Chamber of Commerce, Thailand
Siwarit Pongsakornrungsilp, Walailak University, Thailand
Consumer superstition has been found to affect choices and behaviors in the marketplace. The influence of superstitious belief is likely
to exist in most risk-taking activities. Existing research identified two types of superstitious beliefs – passive and proactive. Proactive
superstitious consumers believe in ritual superstitious behaviors and like to take control of their fate, whereas passive superstitious
consumers believe that fate is beyond their control. The results from this study show that passive superstitious consumers are more
likely than their proactive counterparts to make risky decision when they possess a lucky charm.
The Effect of Executive Attention on Discount Price Estimation
Esther Kang, University at Buffalo – SUNY, USA*
Arun Lakshmanan, University at Buffalo – SUNY, USA
Debabrata (Debu) Talukdar, University at Buffalo – SUNY, USA
This paper aims to explicate the role of executive attention in mental price computation under different computation conditions
(simultaneous versus sequential). Our findings suggest that errors may be caused primarily due to individuals’ ability to control
attention. Using individual differences in executive attention – Working Memory Capacity (WMC), we demonstrate that lower WMC
individuals perform better in simultaneous (e.g., single discount) calculation contexts (compared to higher WMC individuals).
However, this pattern reverses when discount computation is undertaken in sequential calculation conditions. We discuss this finding
in light of current numerical processing and working memory theories.
Effects of Self-Control on Variety Seeking 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 the variety of product options to
display. The purpose of this paper is to help marketers decide how much variety to present to consumers. We provide evidence from
three online studies that consumers with depleted self-control include less variety in their choice sets 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 more varied choice sets.
Drivers of Satisfaction and Dissatisfaction for Social Commerce Users
Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea*
Minhee Son, Dongguk University, South Korea
Chunhao Lu, Dongguk University, South Korea
In the current research, we explore the antecedents and consequences of satisfaction and dissatisfaction for s-commerce users
purchasing food service in China. The proposed research model incorporates characteristics of website (online) and food service
(offline) participating in s-commerce to investigate the key determinants of consumers’ satisfaction and dissatisfaction in s-commerce
and to examine the relationships between satisfaction/dissatisfaction and repeat-purchase intentions. In addition, we explore the
moderating effect of s-commerce experience on the relationships between satisfaction/dissatisfaction and repeat-purchase intentions.
The Influence of Reward Progress Rates, Program Magnitudes, and Step Sizes of Reward Programs on Consumer Choice
Sehoon Park, Sogang University, South Korea
Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea*
Jane Park, University of South Carolina, USA
We examine whether (1) the effect of program magnitude on choice between utilitarian and hedonic rewards varies depending on the
presence or absence of unambiguous step sizes; and (2) the interactive effects of program magnitude and the presence or absence of
unambiguous step sizes on choice differ according to the reward progress rates.
Thinking about Perceived Goal Progress in Consumer Choice
Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea*
When consumers buy multiple items simultaneously, this research proposes that (1) consumers’ justification for choice will moderate
the effect of their perceived goal progress on choice between vices and virtues; and (2) the effect of perceived goal progress on choice
between vices and virtues will vary depending on assortment size.
Saturday, 28 February 2015
Yoga Class
7:00am - 8:00am
REGISTRATION
7:00am-3:45pm
SCP Advisory Panel Breakfast Meeting
7:00am - 8:00am
BREAKFAST
7:30am-8:15am
SESSION 5
8:15am-9:30am
Symposium: New Perspectives on Power: Discovering Novel Effects of Power In Consumer
Social Relations
Chair: Daniel Brannon, Arizona State University, USA
Power Does Not Always Corrupt: Descriptive Versus Prescriptive Expectations Moderate the Relationship between Power and
Unethical Behavior
Miao Hu, University of Hawaii at Manoa*
Derek Rucker, Northwestern University, USA
Adam Galinsky, Columbia University, USA
This work examines how descriptive versus prescriptive expectations of power affect unethical behavior. People believe the powerful
behave unethically (descriptive) but also believe the powerful have the responsibility to behave ethically (prescriptive). Consequently,
activating descriptive expectations led the powerful to cheat more, whereas activating prescriptive expectations reversed this effect.
La Vie en Rose at the Top? Why Positive versus Negative Information Goes Up Versus Down in a Hierarchy
Christilene du Plessis, INSEAD, France*
David Dubois, INSEAD, France
Can hierarchical relationships between two consumers affect the type of Word-of-Mouth (WOM) information they share with one
another? Two studies demonstrate that a WOM sender tends to share significantly more positive versus negative information when
addressing a recipient higher versus lower in power, but not status hierarchies.
Power and Benevolence: Consumers’ Lack of Power Can Increase or Decrease Prosocial Behavior
Dan Schley, Ohio State University, USA*
Derek Rucker, Northwestern University, USA
Past research has demonstrated that states of low power foster communal orientations and concern for others that facilitates prosocial
behaviors. In contrast, this research demonstrates that, because the powerless care about their relative standing, low power can
decrease prosocial behaviors when the opportunity cost of such behavior is salient.
Putting on a Show or Showing My True Power? Exploring Self-Verification versus Self-Enhancement Motives in Compensatory
Consumption
Daniel Brannon, Arizona State University, USA*
Naomi Mandel, Arizona State University, USA
We investigate how social distance influences the effect of power on consumer preference for status. Individuals in relationships with
close others preferred products whose status accurately signaled their power to their partner. Individuals in relationships with distant
others chose products whose status compensated for feelings of powerlessness.
Symposium: Imagine all the Products (and People): New Insights into the Processes and
Consequences of Consumer Imagination
Chair: Yael Zemack-Rugar, University of Central Florida, USA
Wouldn’t It Be Nice? The Impact of Imagined Consumption on Preference for Complementary Products
Yael Zemack-Rugar, University of Central Florida, USA*
Rosellina Ferraro, University of Maryland, USA
Rebecca Rabino, Virginia Tech, USA
Much research on imagination has explored the consequences of imagining on the imagined product itself. Instead, we explore how
imagined consumption impacts preference not for the imagined product, but for its complement. We explore two types of imagined
consumption actions (purchase vs. usage) and their interaction with product type (hedonic vs. utilitarian). Five studies show that
imagined purchase increases preference for the complement regardless of product type, but imagined usage only increases preference
when imagining hedonic products. A process relying on exemplar-based versus gestalt-based imagining is proposed and tested.
Imagining versus Experiencing Interpersonal Touch: Discrepancies in Perceptions of Touch
Andrea Webb, University of Wisconsin - Madison, USA*
Joann Peck, University of Wisconsin - Madison, USA
Anders Gustafsson, Karlstad University, Sweden
This research shows that people imagine interpersonal touch differently than they experience it. Through lab and field studies, we
examine both initiating and receiving touch. By investigating different types of people according to their preference for touch, this
research exposes the phenomenon that some people imagine that they would be uncomfortable with interpersonal touch, yet the effects
of its actual occurrence are not as negative as they might predict. This misjudgment of imagined versus actual experience has
implications for how consumers engage with others in retail spaces.
On the Other Hand…: Motor Fluency Effects Elicited by Unrelated Haptic Objects in Print Ads
Virginie Maille, SKEMA Business School, France
Maureen Morrin, Temple University*
We demonstrate conditions under which haptic objects in advertisements that are completely unrelated to an advertised product elicit
motor fluency effects. In four studies we show that the non-conscious process of imagining grasping an unrelated object with one’s
dominant (non-dominant) hand creates positive responses for non-haptic (haptic) targets.
Individual Papers: Understanding Brand Relationships and Brand Meaning
Brand Sacredness and Its Cultural Underpinnings
Carlos Torelli, University of Minnesota, USA
Maria Rodas, University of Minnesota, USA*
This research contributes to prior literature by experimentally investigating brand sacredness and uncovering some of its unique
downstream consequences. Our findings demonstrate that brand sacredness is separate, but related to other brand measures.
Furthermore, we find evidence that suggests one of the unique consequences of a brand collectively considered sacred is consumers
being more protective of its more visible symbols, given that those are the collective representation of that brand. We also find
preliminary evidence that suggests there are other unique consequences, such as higher willingness-to-pay and protection from
negative publicity.
Brand (In)fidelity: When flirting with the competition strengthens brand relationships
Irene Consiglio, Erasmus University Rotterdam, The Netherlands*
Daniella Kupor, Stanford University, USA
Michael I. Norton, Harvard Business School, USA
Francesca Gino, Harvard Business School, USA
Individuals in committed relationships employ a wide array of strategies in order to remain faithful. However, these strategies
sometimes fail, and committed individuals occasionally feel attracted to alternative relationship partners. Similarly, consumers who
are committed to a brand occasionally “flirt” with brand alternatives—they appreciate their attractive characteristics and sample them.
We demonstrate that “brand flirting” is exciting, and that under certain conditions that facilitate arousal transfer, this flirting-induced
excitement reinforces consumers’ loyalty to their favored brand.
The asymmetrical logo effect: The interplay of brand personality and logo aesthetics on brand equity
Jonathan Luffarelli, IE Business School-IE University*
Antonios Stamatogiannakis, IE Business School-IE University
Haiyang Yang, Johns Hopkins University
This research explores how basic logo visual properties and brand personalities—two fundamental brand elements—interact to impact
brand equity. In four experimental and field studies, we propose and show that because asymmetrical designs are associated with
excitement in long-term memory, the combination of an asymmetrical (symmetrical) logo with an exciting brand personality boosts
(hinders) customer-based, company-based, and financial-based brand equity. We further show that these effects are specific to brands
with exciting personalities, and that commercial art designers are not taking account of this potentially detrimental effect of
symmetrical logos. We discuss the implications for branding research and practice.
Brand Authenticity: An Integrative Framework and Measurement Scale
Felicitas Morhart, University of Lausanne, Switzerland*
Florent Girardin, University of Lausanne, Switzerland
Lucia Malär, University of Bern, Switzerland
Bianca Grohmann, Concordia University, Canada
Amélie Guèvremont, Concordia University, Canada
This article develops an integrative framework of the concept of perceived brand authenticity (PBA) and sheds light on PBA’s (1)
measurement, (2) drivers, (3) consequences, as well as (4) an underlying process of its effects and (5) boundary conditions. A
multi-phase scale development process resulted in a 15-item PBA scale to measure its four dimensions of credibility, integrity,
symbolism, and continuity. PBA is influenced by indexical, existential, and iconic cues, whereby the latter’s influence is moderated by
consumers’ level of marketing skepticism. Results also suggest that PBA drives brand choice likelihood through self-congruence for
consumers high in self-authenticity.
Individual Papers: The Study of Bling: Antecedents and Consequences of Luxury
Consumption
Fertility and Women’s Luxury Spending
Aekyoung Kim, University of Texas at San Antonio, USA*
Kristina Durante, University of Texas at San Antonio, USA
Vladas Griskevicius, University of Minnesota, USA
What factors influence women’s desire for luxury goods? Drawing the ovulatory competition hypothesis, we examined whether
women’s desire for luxury products is linked to fluctuations in the hormones that regulate fertility. Fertility had positive effects on
women’s luxury spending and materialism. Additional studies showed specific boundary conditions for this effect.
The Devil Wears Prada: How Luxury Consumption Influences Social Behavior
Yajin Wang, University of Minnesota, USA*
Deborah John, University of Minnesota, USA
Vladas Griskevicius, University of Minnesota
Does the Devil wear Prada? Or does wearing Prada lead people to behave more like the Devil? We propose that using luxury products
boosts people’s perception of social status, which then alters their behavior. In four experiments, we find that using luxury products
triggers self-interested behavior. After women used a luxury good, they took more for the self, by sharing fewer resources and
becoming more willing to cut in line. In addition, we identify a theoretically-derived condition: using luxury products can lead people
to behave in a self-interested manner by also giving more to others, but only under specific conditions.
Losing Relationship Power or Getting Relationship Devotion: Luxury Gifts in Fledgling relationships versus Established
Relationships
Shibiao Ding, Ghent University, Belgium*
Mario Pandelaere, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Gift-giving in romantic relationships is an important topic in consumer research, but surprisingly, the perspective from receivers is still
not well understood. The present research investigates women’s attitude towards luxury gifts under two kinds of romantic
relationships: fledgling relationships vs. established relationships. Two distinctive underlying processes, losing relationship power vs.
getting relationship devotion, are highlighted to explain women’s attitude formation. Across three studies, the results suggest that
women, the gift receivers, may regard receiving luxury gifts from men as losing relationship power in fledgling relationships, but may
interpret it as getting men’s devotion in established relationships.
Sound symbolism and perception of luxury versus basic brands
Abhishek Pathak, Nanyang Technological University, Singapore*
Gemma Calvert, Nanyang Technological University, Singapore
Elison Ai Ching Lim, Nanyang Technological University, Singapore
All spoken words are composed of basic sound units called phonemes (e.g. /ba/). Research has shown that phonemes, even in fictitious
words, can influence human emotions. In this study, we present evidence that basic and luxury brand names can be differentiated in
terms of their phonetic structure – a distinction that signals to consumers the “luxuriousness” or otherwise of a brand. Using these
systematic and divergent phonetic patterns, hypothetical basic and luxury brand names were then created. Impressively, consumers
were able to accurately categorise the hypothetical names into “basic” or “luxury” both at an explicit and implicit psychological level.
Individual Papers: Getting Personal: Ego, Identity and Consumption
The Egocentric Effects of Personal Change on Perceptions of Brand Change
Sokiente Dagogo-Jack, University of Washington, USA*
Mark Forehand, University of Washington, USA
Prior research has found that consumers’ general views of themselves (i.e., self-esteem and personal traits) can transfer to external
stimuli. Here, the authors examine whether similar transfer occurs for judgments of one’s change over time, a more complex type of
self-evaluation. In three studies the authors find that consumers’ perceptions of themselves as improving over time carries over to
self-associated brands. Supporting an egocentric categorization process, the authors find the effect only arises when individuals
consider their own change (vs. a friend’s change). Furthermore, the effect is attenuated among individuals low in trait
self-consciousness, since they are less likely to anchor their brand change judgments on their perceptions of change in the self.
Feeling Physically Short Increases Compensatory Consumption
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Nailya Ordabayeva, Boston College, USA
Anika Stuppy, Erasmus University Rotterdam, The Netherlands*
We show that the psychological experience of physical shortness increases compensatory consumption because it poses a threat to
people’s identity. Participants who felt chronically or temporarily short (vs. tall) were more likely to compensate through choices of
high-status products and high-status roles in economic games. Furthermore, we demonstrate that self-affirmatory actions offered a
remedy: Elaborating on personal values reduced preferences for status-enhancing products for those participants that felt subjectively
short.
What Makes Gift Receivers Happy? The Role of Self-Identity and Gift-Identity Congruence on Expected Happiness
Christopher Ling, University of South Carolina, USA*
Thomas Kramer, University of South Carolina, USA
We examine if expected happiness from gifts differs from happiness from purchases made for the self. Extending prior research
showing greater happiness associated with experiential versus material purchases, we find greater happiness associated with material
gift options received from others. More importantly, the similarity of the gift to the recipient’s identity interacts with gift type to
determine happiness. Specifically, when identity-gift congruence exists, happiness from material (vs. experiential) options is greater,
whereas under conditions of incongruence, these results reverse. These results are driven by the gift acting as a symbol of the
relationship between gift giver and receiver.
In Pursuit of Social Identity Preservation: Motivated Forgetting Due to Collective Remembering
Li Huang, University of South Carolina, USA*
Priyali Rajagopal, University of South Carolina, USA
How are consumer memories about consumption episodes affected when these experiences are shared with others? We suggest that
consumers preserve their social identities either by remembering identity-linked memories or by transacting such memories to a
collective memory system (sharing with close others), thereby resulting in motivated forgetting.
Individual Papers: Filling up the Tank: Research on Food Decisions
When and Which Consumers Use Calorie Information to Make Lower Calorie Food Decisions
Steven Dallas, New York University, USA*
Peggy Liu, Duke University, USA
Tanya Chartrand, Duke University, USA
Although calorie information is becoming ubiquitous on menus, little is known about the factors that lead consumers to use calorie
information as intended--to make lower calorie food decisions. The present research demonstrates that whether calorie information is
used as intended depends upon an individual's level of dietary restraint and whether a health goal (vs. taste goal) is activated, how
much health goal progress a consumer has made, the presence of an alternative cue about whether a food item addresses a health goal,
and the presence of a cue that can alter how consumers map calorie information onto product healthiness.
Who Serves Food Shapes Self-Evaluation and Eating Decisions
Linda Hagen, University of Michigan, USA*
Aradhna Krishna, University of Michigan, USA
McFerran Brent, Simon Fraser University, Canada
Consumers increasingly eat food served by others. Eight studies indicate that people are more likely to consume unhealthy foods, and
choose larger portions of those foods, when the food is served to them (versus serving themselves). This is because being served
enables consumers to reject responsibility for their unhealthy eating, and allowing them to feel better about themselves. Accordingly,
the motivation to reject responsibility for unhealthy eating drives consumer to prefer, and choose, to be served unhealthy food instead
of serving themselves. This research offers theoretical insight into consumers’ eating decisions and offers a new and actionable tool to
nudge consumers towards healthier eating.
It Just Gets Better and Better: The Development of Sensitization for Food Consumption
Chris Janiszewski, University of Florida, USA
Cammy Crolic, University of Florida, USA*
The hedonic response to the repeated consumption of food is a consequence of sensitization and habituation. Sensitization enhances
the hedonic response, whereas habituation dulls it. This research provides insight into the development of sensitization. Four Three
studies show that sensitization develops more often when a food consists of a complex combination of flavors and the consumer can
appreciate this complexity. The ability to identify and retain a different source of hedonic appreciation on each consumption episode
leads to an escalation of the appreciation of repeated consumption. Thus, sensitization to specific foods can be enhanced or degraded
by altering how a person approaches the consumption experience.
Number Sharpness in the Communication of Nutritional Information
Noah VanBergen, University of Miami, USA*
Jiao Zhang, University of Oregon, USA
How do consumers differ in their evaluations of food products that use round (e.g., 10 g) vs. sharp (e.g., 9.5 g) numbers to specify
nutritional information? This research examines how evaluations of products including round vs. sharp numbers depend on consumer
and product characteristics. In three studies the authors show that consumers who are more concerned with nutritional information
(dieters; people with more nutritional knowledge) prefer sharp numbers in the absence of low-fat framing but prefer round numbers
when such a frame signals the product is “safe;” less concerned consumers exhibit the opposite pattern of results.
BREAK
9:30am-9:45am
PLENARY SESSION 2: Robert Cialdini, Arizona State University
9:45am-10:45am
BREAK
10:45am-11:00am
SESSION 6
11:00am-12:15pm
Symposium: Expectancy and Placebo Effects of Marketing Actions
Chair: Yann Cornil, INSEAD, France
Infectious Counterfeiting: Labeling Products as Fakes can Contaminate Perceived & Actual Efficacy
Moty Amar, Ono Academic College, Israel*
Dan Ariely, Duke University, USA
Ziv Carmon, INSEAD, Singapore
Haiyang Yang, Johns Hopkins University, USA
Counterfeiting is a rampant worldwide phenomenon with substantial economic and societal consequences. We show that
counterfeiting can infect perceived and actual-quality of counterfeit as well as of non-fake versions of products. For example,
experienced golfers played objectively worse with a (non-fake) club said to be a counterfeit versus with a non-fake club. We show
that assessments of ethical offense mediated the effect. We conclude with discussions of the substantive implications for consumers,
firms, and policymakers.
Expectancy Effects of Alcohol-Energy Drink Cocktail Labeling on Subjective Intoxication, Risk-Taking, and Sexual
Self-Confidence and Aggressiveness
Yann Cornil, INSEAD, France*
Pierre Chandon, INSEAD, France
Aradhna Krishna, University of Michigan, USA
Increasing consumption of Alcohol Mixed with Energy Drinks (AMED) raises major public health and safety concerns. While
pharmacological evidence about the adverse effects of AMED consumption is inconclusive, we investigate the role of expectancies.
We show that labeling a cocktail as “vodka-Red Bull” (rather than “vodka” or “exotic fruits”) influences perceived intoxication and
behavioral responses, such as sexual self-confidence, sexual aggressiveness, unsafe sex, general risk-taking, and propensity to drive.
These effects are conditional upon consumers’ beliefs about the intoxicating effect of AMEDs.
The Taste of a Bad Deal: The Effect of Transactional Utility on Experiential Utility
Jayson Jia, Hong Kong University, Hong Kong*
Taly Reich, Yale University, USA
Baba Shiv, Stanford University, USA
Can how you pay for a product change experiential factors like how that product tastes? Across three studies, we examine how
transactional (or acquisitional) utility can affect experiential utility of products ranging from orange juice to chocolates to music
videos. We show that satisfaction from the purchase (independent of price cues or quality signals) influences consumers’ expectancy
and latitude of acceptance, which in turn affect the enjoyment derived from the product. In other words, we demonstrate that getting a
bad deal can literally leave a bad taste in your mouth.
Individual Differences in Marketing Placebo Effects: Evidence from Brain Imaging and Behavioral Experiments
Hilke Plassmann, INSEAD, France*
Bernd Weber, University of Bonn, Germany
Recent research has studied whether marketing-based expectancies such as price quality beliefs influence the consumption experience
and subsequent behavior, but almost no research has examined individual differences in “marketing placebo effects” (MPE). In this
paper, we suggest three moderators of MPE based on previous findings from the neuroscientific literature investigating traditional pain
placebo effects. We used a novel automated structural brain imaging approach to determine individual differences and combined this
approach with traditional behavioral experiments. We found that consumers high in reward-seeking, high in need for cognition, and
low in somatosensory awareness are more responsive to MPE.
Symposium: When Do We Want a Partner in Crime?
Chair: Stephanie Lin, Stanford University, USA
The ‘Partners-in-Crime’ and the ‘Lone Wolf’: Comparing the Unethical Behaviors of Dyads and Individuals
Hristina Nikolova, Boston College, USA*
Cait Lamberton, University of Pittsburgh, USA
Nicole Coleman, University of Pittsburgh, USA
Are people more unethical when they make decisions jointly with a partner (i.e. in a dyad) versus alone? People intuit that joint ethical
violations (“partnering in crime”) lead to social bonding. Thus, dyads behave more unethically than individuals only when social
bonding is needed, that is, when the dyad members do not know each other and use the opportunity to make joint unethical decisions
as an avenue for bonding with each other. Interestingly, results suggest that "partnering-in-crime" might lead to social bonding for
some individuals but might have negative social consequences for others.
(Im)moral Support: The Social Outcomes of Parallel Self-Control Decision
Michael Lowe, Texas A&M University, USA*
Kelly Haws, Vanderbilt University, USA
We examine the outcomes of parallel self-control decisions, wherein two actors face the same temptation and self-control decision.
We find that matched outcomes are most common and produce greater feelings of affiliation between individuals than mixed
outcomes. This effect is moderated by the severity of the act, such that partnering in crime is optimal when severity is low, and
mutually abstaining is optimal when severity is high. This effect is driven by feelings of guilt.
Have Your Cake (and Make Her Eat Two): Creating Localized Descriptive Norms to Justify Indulgence
Stephanie Lin, Stanford University, USA*
S. Christian Wheeler, Stanford University, USA
We argue that people facilitate indulgence in others to make their own indulgent choices more normatively acceptable. We find that
people are more likely to encourage others to participate in highly indulgent (vs. less indulgent) activities with them, and that they do
this in order to make themselves feel better about their own indulgences. Furthermore, people encourage others to indulge when they
face tempting indulgent options, so that they can allow themselves to indulge as well.
Individual Papers: Consumer Processing of Attribute Information
For a Thumbs Up, Place the Smaller Number Down: How Differences in Vertical Location Affect Attribute Evaluations
Abhijit Guha, Wayne State University, USA*
Sandeep Bhowmick, Indiana State University, USA
Abhijit Biswas, Wayne State University, USA
Dhruv Grewal, Babson College, USA
How do differences in the vertical location of numeric attributes (e.g., calorie levels) affect consumers’ evaluations? Usually,
consumers use subtraction to contrast numeric attributes. However, subtraction tasks are more difficult when a smaller number
appears above a larger number (subtraction principle), and so in such instances consumers tend to approximate (not calculate) the
difference gap. Next, while approximating, consumers underestimate differences (operational momentum effect). Thus, locating a
focal-item with a lower-value attribute above another item causes consumers to approximate, and therefore underestimate, the attribute
“gap”, decreasing relative focal-item evaluations. Multiple studies illustrate this novel information processing sequence.
When Precision Protects: Precise Product Information as a Source of Control.
Christophe Lembregts, Ghent University, Belgium*
Mario Pandelaere, Ghent University, Belgium
Consumers regularly confront situations in which they experience a personal control threat (e.g., traffic jams). In this manuscript, we
propose that consumers who experience lower personal control may have a stronger preference for more precise product information
relative to those who have control (study 1). They also tend to rely more on precisely specified attributes in their decisions (study 2).
In a third study, the effect of a control threat on preference for attributes that are specified in a precise format (e.g., 13 hours) is
eliminated when the same attributes are specified in a tight range (e.g., 12-14 hours).
Ethical Attribute Benefits for Private Label Brands
H. Onur Bodur, Concordia University, Canada
Maryam Tofighi, Concordia University, Canada*
Bianca Grohmann, Concordia University, Canada
This research examines brand-level contingencies (brand type and price) in consumers’ responses to ethical products (i.e., products
that reflect social and/or environmental issues). The results of three experiments demonstrate that when a private label brand (PLB)
has a premium(low) price, inclusion of an ethical attribute improves (weakens) quality perceptions and subsequent evaluations.
Introducing an ethical attribute does not affect evaluations of national brand (NB). Overall, these results suggest that PLBs can gain
competitive advantage by introducing ethical attributes while increasing the price to compensate for added costs.
The Influence of Horizontal and Vertical Product Attribute Information on Consumer Choice under Risk: The Role of Perceived
Competence
Dong-Jun Min, University of Georgia, USA*
Marcus Cunha Jr., University of Georgia, USA
Past research on consumers’ choice under risk has shown that consumers base their decision on information that allows them to more
precisely estimate product value. The present research proposes that, under risk, consumers may increase their reliance on product
attribute information that reflects personal preference but does not affect the actual performance of the product rather than on
information that unambiguously allows them to increase the precision of their estimates of product value. In three experiments, we
show conditions under which consumers based their choice on either a ranking-based standard (vertical attribute) or on personal
preference (horizontal attribute).
Individual Papers: To Have and to Hold or To Do and Remember: Experiential and
Material Purchases
Experiential risk seeking: Why prospect theory holds for material but not experiential choices.
Sarah Roche, University of Texas at San Antonio, USA*
Sommer Kapitan, University of Texas at San Antonio, USA
David H. Silvera, University of Texas at San Antonio, USA
Prospect theory reveals that consumers are risk averse for gains, and prefer smaller, lower risk rewards to larger rewards that are more
risky. Yet in the current research, we find that this effect only holds for material, tangible prize options. When choosing among
experiential rewards such as vacations and events, participants demonstrate risk seeking, preferring higher risk, higher reward
experiences. This effect is driven by the association between experiential purchases and time, via self-connectedness, which leads
consumers to be more risk seeking for experiences that offer more potentially meaningful and self-connecting outcomes (greater
long-term rewards).
So Difficult to Smile: When and Why Unhappy People Avoid Enjoyable Experiences
Hao Shen, Chinese University of Hong Kong, China*
Aparna Labroo, Northwestern University, USA
People in a negative mood avoid enjoyable experiences because of the subjective difficulty in simulating those experiences. This
occurs only for experiences that involve smile-like facial simulation. When the need for this simulation is attenuated, people in a
negative mood rather seek enjoyable experiences because of their ongoing mood-repair goals.
Never truly alone, we always have our purchases: Experiential versus material attachment predicted by loneliness and gender
Sarah Roche, University of Texas at San Antonio, USA*
David H. Silvera, University of Texas at San Antonio, USA
Just as individuals display differential material attachment tendencies, so to should they exhibit differential experiential purchase
attachment propensities. Loneliness and gender are used as a framework for examining such individual differences. Feelings of
loneliness seem to lead to attachment to those purchases that affirm one’s social self, but material and experiential purchases are
viewed differentially according to one’s gender as better social cues/symbols. Lonely women (men) attach more to material
(experiential) purchases, since they see them as better social cues, and can use them to psychologically decrease the gap created by
feelings of loneliness (between desired and actual social interactions).
We’ll Always Have Paris (Though We May Not Think of It): Consumers Overestimate The Frequency of Retrospection for
Experiences
Stephanie Tully, New York University, USA*
Tom Meyvis, New York University, USA
Retrospection of hedonic experiences contributes substantially to the utility of such experiences. Nonetheless, across six studies, the
current research finds that consumers overestimate how much they will reminisce about hedonic experiences. The overestimation is
specific to experiences and does not extend to material purchases and is moderated by the positivity of the experience. This
overestimation occurs after an experience is over and is not the product of misconstrual. Instead, we suggest that consumers want to
believe that they will talk about experiences, but inadequately recognize a need for queues and reminders in order to do so.
Individual Papers: Tight Wallets and Tight Supply: Effects of Scarcity
When Those Who Have the Least Spend the Most: Understanding the Relationship Between Resource Scarcity, Socioeconomic
Status and Materialism
Caroline Roux, Concordia University, Canada*
Kelly Goldsmith, Northwestern University, USA
Sean Blair, Northwestern University, USA
Jung Kyun Kim, Northwestern University, USA
The current research examines the factors that promote materialism among lower-socioeconomic status (SES) consumers, as well as
the psychological processes underlying these effects. We argue that consumers become more materialistic when resource scarcity is
made salient and that this effect varies as a function of consumers’ SES, such that the effect is more pronounced for consumers who
are lower, rather than higher, in SES. Our finding further suggest that rather than being a chronic trait of lower-SES consumers,
materialism may instead be an attempt to cope with feelings of low control stemming from reminders of resource scarcity.
The Impact of Scarcity on Consumers’ Choices of Multiple Items from a Product Class
Meng Zhu, Johns Hopkins University, USA*
Rebecca Ratner, University of Maryland, USA
This research examines how a uniform level of scarcity across items in a choice set impacts choices of individual items within the set.
Five experiments show that overall perception of scarcity versus overall perception of abundance increases choices of the favorite.
Results support an arousal-based attitude polarization mechanism.
My Trash is Your Treasure: Revisiting Participants’ Motivations to Engage in Alternative Giving Communities
Fan Liu, University of Central Florida, USA*
Carolyn Massiah, University of Central Florida, USA
Tina Lowrey, HEC Paris, France
Existing literature demonstrates a dearth of studies on collaborative consumption and sharing in non-monetary markets though such
consumption communities have continued to grow in number. The paper, including an ethnographic field study and a content analysis
of an online community, contributes to the collaborative consumption research and practice by reevaluating participants’ motives to
engage in alternative giving markets. We have found that participants in such communities are still primarily driven by fundamental
consumer needs and wants. Additionally, participants’ motivations are in line with utilitarian and hedonic products in the market.
There occurs, nevertheless, an inconsistency in product category between givers and recipients, suggesting that there might be
supply-demand inequalities in such communities.
When spendthrifts become tightwads
Christophe Labyt, Ghent University, Belgium*
Mario Pandelaere, Ghent University, Belgium
It has been shown that tightwads and spendthrifts differ in their purchase behavior because of a chronic tendency to experience too
much or too little pain of paying in response to spending money. Paradoxically, we believe that the experience of pain of paying is not
unconditionally related to these personality traits. Across three studies we demonstrate that spendthrifts experience a lower willingness
to buy and encounter more pain of paying then tightwads when experiencing a lack of autonomy. Spendthrifts find autonomy
important and stop spending their money in the absence of it.
Conversations: The Consequences of Dishonest & Unethical Business Practices
Discussion Leader: Robert Cialdini, Arizona State University
AWARDS AND BUSINESS LUNCHEON
12:30pm-2:00pm
SESSION 7
2:15pm - 3:30pm
Symposium: Using neuroimaging to predict population-level consumer behavior
Chair: Alexander Genevsky, Stanford University, USA
Carolyn Yoon, University of Michigan, USA
Brain responses to movie-trailers predict individual preferences for movies and their population-wide commercial success
Maarten Boksem, Rotterdam School of Management, Erasmus University, Netherlands*
Vincent Schoots, Rotterdam School of Management, Erasmus University, Netherlands
Alan Sanfey, Donders Institute for Brain, Cognition & Behaviour and Behavioural Science Institute, Radboud University,
Netherlands; Department of Psychology, University of Arizona
Ale Smidts, Rotterdam School of Management, Erasmus University, Netherlands
Although much progress has been made in relating brain activations to choice behaviour, evidence that neural measures could actually
be useful for predicting the success of marketing actions remains limited. We obtained both stated preference and neural measures
(fMRI) in response to advertisements for movies (i.e., movie-trailers), to probe their potential to predict individual preferences of our
subjects, as well as movie sales for the population at large. Results show that fMRI measures (vmPFC and precuneus) are significant
predictors of individual and population-wide preference, above and beyond stated preference measures, and can thus be used as a
neural marker for commercial success.
Predicting advertising success: New insights from neuroscience and market response modeling
Vinod Venkatraman, Center for Neural Decision Making, Fox School of Business, Temple University, USA*
Khoi Vo, Center for Neural Decision Making, Fox School of Business, Temple University, USA
Angelika Dimoka, Center for Neural Decision Making, Fox School of Business, Temple University, USA
Russell Winer, Department of Marketing, New York University, USA
Using a unique experimental protocol to assess subjects’ responses to 30-second TV ads, we capture many measures of advertising
effectiveness across six commonly used methods (traditional self-reports, implicit, eye-tracking, biometrics, EEG, and fMRI). Using
time-series data on sales and Gross Ratings Points for the same TV ads, we then attempt to relate individual-level response
neurophysiological measures when participants viewed the ads to their aggregate, market-level elasticities. We show that fMRI
measures explain the most variance in advertising elasticities beyond the baseline traditional measures. Notably, activity in the ventral
striatum is the strongest predictor of real-world, market-level response to advertising.
Adolescent drivers: How brains interact with peer norms to predict risk-taking
Christopher Cascio, Annenberg School for Communication University of Pennsylvania, USA*
Emily Falk, Annenberg School for Communication University of Pennsylvania, USA
How can we leverage neuroscience techniques to understand population level data? One way this can be accomplished is through
sampling. Neuroimaging studies often rely on convenience sampling, however sampling from the larger population of interest can
allow for more accurate insight into neural processes. The present study explored the relationship between neural measures of
cognitive control and vulnerability to normative peer influence among adolescent drivers. Our results suggest that adolescents
showing stronger activation in brain regions linked to response inhibition demonstrate safer driving behaviors in the presence of a
cautious peer, but not in the presence of a risky peer.
Using neural activity to predict population-level prosocial lending
Alexander Genevsky, Psychology and Neuroscience, Stanford University, USA*
Brian Knutson, Psychology and Neuroscience, Stanford University, USA
Neuroimaging research on the mechanism underlying prosocial motivation has elaborated our understanding of when and why people
behavior charitably, but has not established whether similar mechanisms extend to real-world scenarios. Here we present a real-world
analysis of a neuroscience guided approach to predicting the outcomes of microfinance loans. We assess the generalizability of an
empirically derived theory of affect-driven prosociality, and explore the resulting implications in a large-scale philanthropic enterprise.
We find that affective features of microloan requests identified in an independent fMRI task significantly predict loan outcomes in our
real world sample (n=13,500), representing both statistically and economically significant effects.
Symposium: New Answers to an Old Question: Emerging Research on the Determinants of
Elaboration
Chair: Ryan Rahinel, University of Cincinnati, USA
Environmental Structure Stimulates Elaborative Thought
Ryan Rahinel, University of Cincinnati, USA*
Nelson Amaral, American University, USA
Aaron Kay, Duke University, USA
Past work has identified several contextual factors that stimulate elaborative thought. Interestingly, the effect of each factor on
elaboration necessitates some relationship to the focal judgment. Here, we posit that a factor unrelated to a focal judgment context –
environmental structure – also stimulates elaborative thought by signaling a general correspondence between effort and desired
outcomes. As a result, reminders of environmental structure result in higher levels of decision confidence and choice rates of central(vs. peripheral-) cue dominant options.
The Influence of Waiting on Preference Polarization
Joshua Clarkson, University of Cincinnati, USA*
Adam Duhachek, Indiana University, USA
Zakary Tormala, Stanford University, USA
Ashley Otto, University of Cincinnati, USA
Though waiting is typically thought to be an aversive consumer experience that marketers want to minimize or avoid, the present
research outlines a novel positive consequence for marketers hidden within select waiting experiences—specifically, heightened
preference polarization. Three experiments demonstrate that moderate (rather than brief or extended) waits increase consumers’
confidence in the reasons for their preference which in turn polarizes their preference. Importantly, however, these effects are
constrained to ambiguous (versus unambiguous) waiting experiences, as ambiguity heightens consumer elaboration and thus
stimulates reflective process underlying this effect.
Thought Induced Attitude Depolarization
Bruce Pfeiffer, University of New Hampshire, USA*
Maria Cronley, Miami University, USA
Hélène Deval, Dalhousie University, Canada
Frank Kardes, University of Cincinnati
David Silvera, University of Texas at San Antonio, USA
Substantial research has demonstrated that simply thinking about an attitude object can result in more extreme attitudes (the mere
thought effect). Although research in this area has investigated several moderating factors, most of the research looks at constraints
that attenuate but not reverse the effect (depolarization). This research provides important new insight into self-generated persuasion.
Source effects can result in polarization effects if the source is credible but depolarization effects if the source is less credible. Further,
thought-induced attitude change depends on varying levels of Need for Cognitive Closure and information sufficiency.
I Believe This Is a Strong-Enough Attitude
JaeHwan Kwon, University of Iowa, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
William Hedgcock, University of Iowa, USA
The current research shows that an individual’s implicit self-theory orientation influences the level of elaboration and the amount of
information being used to form strong attitudes. More importantly, it finds that in contrast to incremental theorists, entity theorists
have lower thresholds to form strong attitudes. In other words, entity theorists become certain of their attitudes with less information,
and with lower levels of elaboration, than incremental theorists. We term this the Threshold Difference Effect.
Symposium: Underexplored Levers of Healthy Eating: Dissociative, Perceptual and
Sensory Influences on Food Consumption
Chair: Adriana Samper, Arizona State University, USA
The Impact of Forced Dissociation from Beloved Brands on Consumption of Unhealthy and Healthy Foods
Stacey Finkestein, Baruch College, USA*
Paul Connell, SUNY Stonybrook, USA
Rebecca Trump, Loyola University Maryland, USA
As obesity rates climb, one strategy policy makers may use is to try to make unhealthy food brands less appealing to consumers.
However, people often have strong relationships with such brands such that dissociating from a beloved brand might deplete
consumers and subsequently backlash, leading to poorer food choices. Three experimental studies confirm this pattern. Further, this
effect is pronounced for individuals who have strong (vs. weak) relationship with the brand, as those with strong brand relationships
presumably become more depleted by the dissociation attempt.
The Effect of Calorie-Ending and Health Motivation on Consumption Behavior
Jungsil Choi, Cleveland State University, USA
Yexin Jessica Li, University of Kansas, USA*
Adriana Samper, Arizona State University, USA
This research explores how health-motivated individuals, who are most likely to pay attention to and use nutrition labels, are also most
likely to be influenced to consume indulgent foods by subtle changes in calorie information. In six experiments, we find that
presenting the same dessert with a nine-ending (e.g. 499) versus round-ending (e.g. 500) calorie count decreases anticipated guilt from
eating the food and increases consumption likelihood as well as actual consumption. Ironically, people high in self-control are most
susceptible to nine-ending calorie information.
The Effect of Chronic Dieting Goals on Auditory Perceptual Biases
Lauren F. Mayor, Baruch College, USA*
Lauren G. Block, Baruch College, USA
Suresh Ramanathan, Texas A&M University, USA
Prior research has shown that our underlying motivations affect our visual perceptual processes. We extend this prior work by
exploring how people’s auditory perceptual processes similarly are affected by their goals. In our first lab study, we show that
chronic dieting influences distal perception of tempting sounds. We replicate this effect in a second lab study and also find that
chronic dieting leads people to feel annoyed and bothered by the tempting sound. Lastly, a field study demonstrates that body shape
influences distal perception of tempting sounds and also has downstream purchase consequences.
Sounds Delicious: The Role of Intrinsic Auditory Sound on Food Consumption Quantity
Ryan S. Elder, Brigham Young University, USA
Gina S. Mohr, Colorado State University*
While a growing body of research explores the impact of extrinsic cues on food consumption, we explore consequences of intrinsic
cues, or sensory properties, of the food being consumed. Across three studies, we show how sound in particular plays a unique role in
determining when consumers choose to stop eating. We specifically propose and show that as sound is made more important, intensity
of the sensory experience increases, resulting in a decrease in consumption.
Individual Papers: Spread the Word: Discussion and Word of Mouth Effects
When Does The Opinion of “Anonymous” Affect Consumer Attitudes? The Role of Opinion Fluency
Edith Shalev, Technion, Israel*
Ellie Kyung, Dartmouth College, USA
Consumers are constantly exposed to the opinions of anonymous others, but it is unclear when their own opinions are influenced by
them. We suggest that anonymous others influence consumers when they are perceived as psychologically close, that this perceived
closeness is malleable, and that it can depends on the fluency of the anonymous other’s opinion. We demonstrate that (1) anonymous
others feel psychological closer when their opinion is fluent vs. disfluent, (2) consumers are more influenced by the attitudes of
anonymous others when their opinion is fluent vs. disfluent, and (3), the effect of fluency is limited to anonymous others.
When Pride and Gratitude Promote NWOM: How Specific Positive Emotions Affect Likelihood of Spreading Negative
Word-of-Mouth
Jamie D. Hyodo, Pennsylvania State University, USA*
Margaret G. Meloy, Pennsylvania State University, USA
Karen Page Winterich, Pennsylvania State University, USA
In the present work we argue that specific positive emotions (pride and gratitude) differentially influence propensity to spread
NWOM. We explore lay beliefs and demonstrate the attenuating roles of self-esteem and self-relevance of the NWOM-motivating
experience on propensity to spread NWOM. Finally, we explore underlying factors that mediate these effects.
The Effect of Anticipated Firm Interaction on Attitude Gap
Sumitra Auschaitrakul, McGill University, Canada*
Ashesh Mukherjee, McGill University, Canada
Consumers sometimes anticipate interacting with firms in the future such as when they agree to take part in a follow-up interview after
a market research survey. We show in four studies that anticipated firm interaction can sometimes bias survey responses. Specifically,
based on a cognitive effort minimization framework, we show that anticipated firm interaction increases the gap between consumers’
private and public attitudes when the valence of private attitude is negative, but not when it is positive. Consistent with our
framework, we show that this effect is mediated by anticipated cognitive effort and moderated by need for cognition.
Following the Blind: How Expertise and Endorsement Style Impact Word of Mouth Persuasion
Grant Packard, Wilfrid Laurier University, Canada*
Jonah Berger, The Wharton School and Cornell Tech, U.S.A.
Word of mouth is thought to help consumers make better choices. But could the relationship between the sender’s expertise and
endorsement style lead word of mouth recipients to be worse off? Five studies show that novices not only make worse choices, but
because they are unaware of heterogeneity in product preferences, use stronger, more explicit word of mouth endorsements (i.e., “I
recommend it” vs. “I liked it”) that signal more positive attitudes. As a result, when information about sender expertise is unavailable,
word of mouth recipients tend to follow the recommendations of novices, and make sub-optimal choices as a result.
Individual Papers: Insights about Decision Conflict
Pain and Preferences: Observed Decisional Conflict and the Convergence of Preferences
Rom Schrift, The Wharton School, University of Pennsylvania, USA*
Moty Amar, Ono Academic College, Israel
Making decisions often entail conflict and agony. In many situations the symptoms of decisional-conflict are conspicuous. This
paper demonstrates that observing others in decisional-conflict makes the observer’s preferences converge to those of the observed
actor. For example, in one experiment, participants' real monetary donations converged to those of a confederate that agonized over
the decision. We argue and demonstrate that this effect is triggered by greater sense of empathy and shared-identity with the
conflicted actor. Overall, this research explores an understudied aspect of social-influence, namely, how observing the
decision-making process (as opposed to mere outcome) of others, shapes observers' preferences.
Vice-Virtue Bundles
Peggy Liu, Duke University, USA*
Troy Campbell, Duke University, USA
Kelly Haws, Vanderbilt University, USA
Gavan Fitzsimons, Duke University, USA
Cait Lamberton, University of Pittsburgh, USA
We introduce a solution to help consumers manage choices between vice and virtue options in the food domain: vice-virtue bundles.
Vice-virtue bundles are item aggregates with varying proportions of both vice and virtue, holding overall portion constant. We find
that consumers prefer bundles with small (¼) to medium (½) vice proportions, rating them as healthier than but equally tasty as
bundles with larger vice proportions. Choice results are different from those predicted by variety-seeking alone. Instead, these findings
provide evidence of asymmetric effectiveness of small vice and small virtue proportions at addressing taste and health goals,
respectively.
Pride and Licensing Effects in Indulgence and Morality
Jinfeng (Jenny) Jiao, University of Iowa, USA*
Cathy Cole, University of Iowa, USA
Gary Gaeth, University of Iowa, USA
The current research describes four experiments that investigate the impact of authentic and hubristic pride on licensing effects in the
context of both indulgent consumer behavior and moral decision making. Previous research examining the influence of pride on
licensing effects has generally found that pride can lead to either indulgence or self-control. The current research suggests that the
reason for the discrepancy in the previous research is that pride is not a unitary construct. Rather, two distinct types of
pride—hubristic and authentic— have different consequences on licensing effects. We find that authentic pride leads to more
indulgence than hubristic pride, especially when cognitive resources were available. In contrast, we find that authentic pride leads to
more licensing in moral decision making than hubristic pride, especially when cognitive resources were limited.
Mixed Indulgences: Increased Functionality, Reduced Preference?
Lauren Grewal, University of Pittsburgh, USA*
Nicole Verrochi Coleman, University of Pittsburgh, USA
Patti Williams, University of Pennsylvania, USA
Research on hedonic and utilitarian consumption has yet to study the “in-between” products, or “mixed indulgences” that possess
characteristics of both hedonic and utilitarian dimensions. In three studies, we compare the business and consumer lay beliefs of these
“mixed” products, and explore a number of different situations which should alter decision making in favor of these products.
However, we consistently find that consumers prefer pure hedonic or utilitarian products to mixed indulgences—in opposition to
business expectations and prior research.
Special Awards Session: SCP Fellow, Early Career Award and Dissertation Competition
Winners
BREAK
3:30pm-3:45pm
SESSION 8
3:45pm - 5:00pm
Symposium: Extending the Classic and Embracing the New: Frontier of Consumer Lay
Theory Research
Chair: Yimin Cheng, Hong Kong University of Science and Technology
Biased Motivation in Evaluative Judgments and Decisions
Jaehwan Kwon, University of Iowa, USA*
Dhananjay Nayakankuppam, University of Iowa, USA
We propose that when individuals believe in fixed traits of their personality (entity theorists), they are likely to pursue efficiency of
judgments. As such, they easily make quick judgments from a small sample of information—less search efforts. In contrast,
individuals who believe in malleable traits of their personality (incremental theorists) are likely to pursue accuracy of judgments, such
that they “hesitate” to make judgments until they collect more information—more search efforts. We designed a computer game to
examine both behavioral and consequential differences caused by the proposed differing motives of each theorist. The results
confirmed our contention.
What Goes Around Comes Around: The Role of Karma on Donation Intentions
Katina Kulow, University of South Carolina, USA*
Thomas Kramer, University of South Carolina, USA
This research examines the implications of consumers’ belief in karma and finds that karmic beliefs facilitate prosocial behaviors only
in contexts not associated with self-gains. Our studies show that those with strong (vs. weak) beliefs in karma respond less favorably
to charitable appeals that rely on common marketing tools that cue self-gains. Further results are consistent with our proposition that
prosocial behaviors motivated by self-gains do not engender karmic rewards, showing that lower volunteer intentions are driven by
more self-focused (vs. other-focused) thoughts following appeals that cue self-gains, as compared to those that do not.
Conditioned Superstition and Goal Orientation: Identifying Goals that Elicit Superstitious Behavior
Eric Hamerman, Tulane University, USA*
Carey Morewedge, Boston University, USA
Five studies investigated whether the type of achievement goal being pursued influenced the likelihood of using superstition to
accomplish it. Both chronic and temporary performance goals were more likely than chronic and temporary learning goals to elicit
superstitious behavior. Participants were more likely to utilize superstition at high (vs. low) levels of chronic performance orientation,
but superstition was unaffected by chronic learning orientation. Similarly, participants exhibited stronger preferences for lucky items
when attempting to achieve performance goals versus learning goals. As uncertainty of achieving the goal increased, superstitious
behavior increased when participants pursued performance goals but not learning goals.
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Outcome Predictions Based on Cost of
Means
Yimin Cheng, Hong Kong University of Science and Technology*
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
Rom Schrift, University of Pennsylvania, USA
The Protestant Work Ethic (PWE) is one of the few concepts that spans most social sciences but has been ignored by consumer
researchers. We hypothesize that high PWE people’s work-specific belief that “hard work pays off” may generalize to a domain-free
lay theory that “costlier means lead to better outcomes”. Five studies found that high (vs. low) PWE consumers choose costlier means
to achieve goals across different types of cost, because they use costs in means to predict benefits in outcomes.
Symposium: New Perspectives on Choice Overload
Chair: Alexander Chernev, Northwestern University, USA
Evan Weingarten, Wharton School of Business, USA
Choice Overload: A Conceptual Review and Meta-Analysis
Alexander Chernev, Northwestern University, USA*
Ulf Böckenholt, Northwestern University, USA
Joseph Goodman, Compass Lexecon, USA
Despite the voluminous evidence in support of the paradoxical finding that more options can be detrimental to choice, the question of
whether and when large assortments impede choice remains open. In a meta-analysis of the data reported by prior research, we
identify four key factors—choice set complexity, decision task difficulty, preference uncertainty, and decision goal—that have a
reliable and significant impact on choice overload. We further find that four of the measures of choice overload used in prior
research—satisfaction, regret, choice deferral, and switching likelihood—are equally powerful measures of choice overload and can
be used interchangeably. Finally, we report that when moderating variables are taken into account the overall effect of assortment size
on choice overload is significant—a finding counter to the data reported by prior meta-analytic research.
Choice Overload and Strategies for Constructing Consideration Sets from Large Product Assortments
Joseph Goodman, WUSTL, USA*
Rebecca Reczek, Ohio State University, USA
When overloaded with choice, consumers must use some strategy to reduce the choice set and make it more manageable. This
research investigates how the number of options in a set, along with a consumer’s mindset, affects the strategies used to manage the
choice set. Results show that consumers are more likely to use these strategies when choosing from large (compared to small)
assortments, and that this effect is exacerbated when consumers are in a maximizing mindset. In addition, this effect of overchoice
alters the choice process by changing the type of attributes (i.e., valence) used in the screening process.
Choice Overload in Multi-Channel Environments: The Role of Deferred Trial
Evan Weingarten, Wharton School of Business, USA*
Barbara Kahn, Wharton School of Business, USA
Online retailers may try to combat choice overload by enabling consumers to order a smaller home try-on set from a large virtual
assortment. However, there is a noteworthy delay due to the delivery time between seeing the assortment and trying on a set at home.
Whereas consumers believe this delay will lower their likelihood of purchase and may prefer not to have the delay, multiple lab
studies demonstrate that the delay can improve satisfaction and purchase likelihood.
Individual Papers: Consumer Responses to Virtual Reality and Gamification
Product Gamification
Tobias Schlager, University of St. Gallen, Switzerland*
Christian Hildebrand, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Andreas Herrmann, University of St. Gallen, Switzerland
Evidence from a combination of five laboratory and field experiments shows that construing part of the shopping process as a game
that one must complete successfully in order to “unlock” an object (such as a product, feature, or offer) increases consumer preference
for that object relative to a non-gamified shopping situation.
Are Salespeople or Signs more Persuasive? The Moderating Role of SES on Consumer Responses to Verbal vs. Written Product
Information
Freeman Wu, Arizona State University, USA*
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
This research examines systematic differences between how individuals from differing socioeconomic backgrounds might respond to
product claims depending on whether they are spoken or written. We demonstrate that while underprivileged consumers respond more
negatively to verbal claims spoken by salespeople versus written claims on signs, this pattern is reversed among the affluent.
Furthermore, results show that for low SES individuals, their preference is driven by the increased authenticity of the written claim
relative to the spoken one, while for high SES individuals their preference is driven by increased feelings of preferential treatment
from a spoken claim by a salesperson.
The Cue-of-the-Cloud Effect: When Cues of Online Information Availability Increase Purchase Intentions and Choice
Rajesh Bhargave, University of Texas at San Antonio, USA*
Antonia Mantonakis, Brock University, Canada
Katherine White, University of British Columbia, Canada
While past work has highlighted negative consequences of reminding people that information can be found on the Internet, this
research observes positive consequences of these reminders, termed a ‘cue-of-the-cloud’ on consumer behavior. When consumers are
presented with relatively large amounts of unfamiliar product information in offline purchasing situations, a cue-of-the-cloud can
enhance purchase intentions and behaviors. This effect occurs, because the cue increases perceptions of external information
availability, which in turn generates an internal sense of cognitive ease in processing the information. Evidence for this effect is
provided across four studies, including a field study.
Virtual Touch: How Computer Interfaces Impact Consumer Choice
Hao Shen, Chinese University of Hong Kong, China*
Meng Zhang, Chinese University of Hong Kong, China
Aradhna Krishna, University of Michigan, USA
Nowadays consumer decisions are made on different computer devices. We show that a touch interface (i.e., users touch the screen
using their fingers, like an iPad) facilitates the choice of an affect-laden alternative over a cognitively-superior one, as compared to a
non-touch interface (e.g., a desktop with a mouse).
Individual Papers: The Effects of Message Cues and Frames on Persuasion
Exploring the effectiveness of the label "NEW" in product packaging and advertising
Jiska Eelen, University of Amsterdam, Netherlands*
Peeter W. J. Verlegh, University of Amsterdam, Netherlands
A simple verbal label “new” is used frequently when communicating product innovations, but evidence for its effectiveness does not
exist. In four studies (in the lab, online, and in the supermarket) the authors demonstrate empirically that a “new” label on product
packages and in advertising gives rise to positive consumer responses towards the observed product. By means of moderation,
mediation and eye tracking it is shown that a curious mindset underlies the effectiveness of the new label. The studies indicate that the
label works best in circumstances where exploration is low, for example in the case of advertising clutter.
Giving by the Bucket, Taking by the Grain: The Motivational Gap between Health Communicators and Consumers
Ann Kronrod, Michigan State University, USA*
Amir Grinstein, Ben Gurion University, Israel
Luc Wathieu, Georgetown University, USA
Health campaigns are often limited in their impact. The current work investigates the psychology behind language choices of health
communicators and consumer reactions to health communication language. A collection of data evidence and four experiments
investigate the motivational gap between health communicators and consumers: while health communicators’ choice of language is
governed by their estimation of consumers’ NEED for advice, consumers’ reaction to health communication is driven by their WISH
for advice. This gap is partially responsible for the relatively low effectiveness of health-related communication.
Selective Processing of Product Attributes in Spaced and Massed Presentation: The Influence of Attribute Alignability on
Advertising Repetition and Memory.
Dong-Jun Min, University of Georgia, USA*
Marcus Cunha Jr., University of Georgia, USA
Prior research has shown that the effectiveness of advertisement repetition on consumer’s recall of ad information is contingent on the
amount of time available to process information between presentations. It is often reported in the literature that spaced presentations
leads to superior learning and recall of repeated information than massed presentation. In this research, we propose that the spacing of
stimuli presentation triggers distinct information processing strategies which, in turn, influence the type of information to which
individuals attend. Overall, we find across two experiments that massed (spaced) presentation results in superior recall for alignable
(nonalignable) product-attribute information.
The Effects of Religiosity and Health Message Framing on Persuasion
Claire Kim, Kelley School of Business, Indiana University, USA*
Dahee Han, Desautels Faculty of Management, McGill University, Canada
Nidhi Agrawal, University of Washington, USA
Adam Duhachek, Kelley School of Business, Indiana University, USA
Religious beliefs drastically shape people’s everyday life and have been shown to influence consumers’ attitudes and behaviors in the
health domain. For example, religious belief often shapes consumers’ dietary considerations and helps consumers cope with negative
events. Despite its prevalent influence on consumer health behavior, scant research has examined the effect of religiosity.
The current research examines how religiosity and message frame affect persuasiveness of health-related ads. Two studies
demonstrate that high religiosity consumers are more persuaded by loss (vs. gain) framed messages and that these effects are driven by
the lowered perceived personal control due to religiosity.
Individual Papers: With a Goal in Mind: Goal Pursuit and Satiation
Making a Fresh Start Boosts Consumer Creativity
Ainslie Schultz, University of Arizona, USA*
Linda Price, University of Arizona, USA
Robin Coulter, University of Connecticut, USA
The heart of marketing innovation is creative solutions, and consumers’ creative feedback is critical to innovation. We posit that
creativity is boosted when consumers make a fresh start. A fresh start bolsters creativity because it allows consumers to leave behind
past failures, focus on the future, and consider new strategies and goals. Across four studies, we show that a fresh start boosts
consumer creativity following failure. We also find a fresh start heightens abstract versus concrete construal and so improves product
idea generation. Lastly, a field study shows that a fresh start between two real-world creative problem-solving tasks improves
performance.
The Effects of Brand Exposure on Goal Satiation and Perceived Goal Progress
Darlene Walsh, Concordia University, Canada*
Whereas previous research finds that exposure to brands results in behavior consistent with goals associated with those brands, the
current research examines the effect of brand exposure on goal satiation. The results of two studies support the hypothesis that
nonconscious exposure to brands can satiate brand-related goals. This research also demonstrates that brand exposure increases
perceived progress towards a brand-related goal, but only in conditions where people are vulnerable to the goal satiation effect. This
research contributes to the literature on goal priming, vicarious goal satiation, and perceived goal progress.
Justifying the Pain of Payment: A Process Based Explanation to Durable Goods Replacement Decisions
Aruna Divya T., Indian Institute of Management Bangalore, India*
Mukherjee Kanchan, Indian Institute of Management Bangalore, India
Extant literature has pointed that reduced thoughts of payment lead to more positive consumption experiences. We append to this
finding a rich process-based explanation of ‘when’ and ‘why’ such an effect is observed. We propose that when individuals perceive
painful payments as an effort to achieve the goal of consuming the product benefits, the effect is reversed – i.e., increased thoughts of
payment lead to more positive consumption evaluations. We test the propositions for both consumption and replacement behavior in
durable goods context and find support for the same.
The Motivational Effects of Deliberative and Implemental Mindsets on Sequential Planning Across Domains
Yanliu Huang, Drexel University, USA*
Utpal Dholakia, Rice University, USA
Leona Tam, University of Wollongong
We examine how a mindset produced in one domain as a result of goal pursuit influences consumers’ planning motivation in a
different domain. When individuals form a deliberative mindset and consider why their goal is important in the first domain, they are
subsequently more motivated to plan in a different domain relative to forming an implemental mindset in the first task where the
details of acting are specified. Furthermore, although a prior deliberative mindset is more effective when consumers subsequently plan
for the longer-term in the second domain, an implemental mindset is more effective when people make subsequent short-term plans.
Individual Papers: Perspectives: How Different Mindsets Influence Decisions
For Better or for Worse? Maximizing, Decision Involvement, and Objective Outcomes
Nicholas Olson, University of Minnesota, USA*
Rohini Ahluwalia, University of Minnesota, USA
Do individuals in a maximizing mindset actually improve their objective outcomes? Past studies investigating this question are
inconclusive and seemingly contradictory. We reconcile these findings by examining the type of underlying decision involvement
associated with a maximizing mindset. Specifically, we propose and find that maximizing is accompanied by a high degree of
impression-relevant involvement. We further show that the effect of a maximizing mindset on objective outcomes is neither
consistently positive nor consistently negative. Rather, it is contingent on whether and how impression management concerns
influence decision makers.
Social Exclusion Facilitates Perspective Taking
Ziwei Wang, Guanghua School of Management, Peking University, China*
Ping Tu, Guanghua School of Management, Peking University, China
Perspective taking is an important social skill for human beings, requiring people to adopt others' viewpoints and try to understand
others. From a functional view, social exclusion could facilitate perspective taking since it can help people form and maintain social
connections and restore belongingness. From five experiments, we found that excluded participants were more likely to take spatial
perspective of others, could better understand others' thoughts, and made self-serving attributions for brand events, namely external
attribution for brand crisis and internal attribution for brand success.
Speech is silver, silence is gold: Why women (vs. men) remain silent when a cashier miscalculates the bill to their advantage
Saar Bossuyt, Ghent University, Belgium*
Patrick Van Kenhove, Ghent University, Belgium
Tine De Bock, Katholieke University Leuven, Belgium
It is common in gender ethics studies for researchers to presume that women are more ethical than men. Nevertheless, we found
evidence of women behaving less ethically than men in two unrelated experiments testing a passive form of unethical behavior.
Women benefited to a larger extent from a cashier miscalculating the bill than men. However, in two-follow-up studies, we found that
women not necessarily intend to benefit at the expense of someone else. Due to a lower level of assertiveness, they may simply not
‘dare’ to correct the cashier. This study expands the knowledge on research in gender ethics.
Cultural Diversity in Advertising and Representing Different Visions of America
Steven Shepherd, Duke University, USA*
Aaron Kay, Duke University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Despite its prevalence in advertising, little research has sought to understand how consumers respond to cultural diversity in ads. The
current research explores how consumers with differing visions of America respond to various forms of cultural diversity in
advertising. Across three studies, we find that American consumers who are supportive of American culture and society like ads
depicting other cultures as loving America as well (compared to baseline, and compared to consumers less supportive of American
society). In contrast, both types of consumers respond positively to ads suggesting that diversity is a part of American society.
OFF-SITE EVENT: The Great GatSCPy Celebration at the Wrigley Mansion
5:30pm-11:30pm