2019 AMA Winter Academic Conference Reviewers
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2019 AMA Winter Academic Conference Understanding Complexity, Transforming the Marketplace February 22-24 | Austin, TX PROCEEDINGS Volume 30 Editors: Son K. Lam, University of Georgia Markus Giesler, York University Xueming Luo, Temple University 2019 Winter AMA Conference Understanding Complexity, Transforming the Marketplace February 22 –24, 2019 | Austin, TX Cochairs Son K. Lam, University of Georgia Markus Giesler, York University Xueming Luo, Temple University Associate Editors Lin Boldt, University of Central Florida Hongju Liu, University of Connecticut Anindita Chakravarty, University of Georgia Alan Malter, University of Illinois at Chicago Xi Chen, Erasmus University Jessica Ogilvie, Marquette University Hua Chen, University of Georgia J. Andrew Petersen, Penn State University Nicole Coleman, University of Pittsburgh Davide Proserpio, USC Marshall Gokcen Coskuner-Balli, Chapman University Sascha Raithel, Free University Berlin Shuili Du, University of New Hampshire Navdeep Sahni, Stanford University Amber Epp, University of Wisconsin-Madison Julio Sevilla, University of Georgia Stacey Finkelstein, Stony Brook University Yiping Song, Fudan University Mahima Hada, Baruch College Felipe Thomaz, Oxford University Zach Hall, Texas Christian University Michel van der Borgh, Copenhagen Business School Farnoosh Khodakarami, Michigan State University Jenny van Doorn, University of Groningen Kirk Kristofferson, Western University Ela Veresiu, York University Tarun Kushwaha, University of North Carolina at Stefan Wuyts, Penn State University Chapel Hill Volume 30 130 East Randolph Street, 22nd Floor • Chicago, Illinois 60601 Copyright © 2019, American Marketing Association Printed in the United States of America Production Editor: Marilyn Stone Typesetter: Sarah Burkhart ISBN-13: 978-0-87757-003-5 All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage and retrieval system, without the written permission of the American Marketing Association. Contents Foreword xv Awards xvi List of Reviewers xviii Consumer Complexity Overcoming Barriers to Prosocial Action Being Reflexive in Sharing Matters: The Mediating Role of Consumer Reflexivity in Shaping Future Sharing Intention CC-4 Stella Yiyan Li, Antje Graul, John Jianjun Zhu Overcoming the Stigma: Donations to Stigmatized Causes CC-6 Jenni Sipilä, Inken Blatt, Laura Marie Edinger-Schons The Double-Edged Sword of Corporate Social Responsibility in the Luxury Context CC-7 Jenni Sipilä, Sascha Alavi, Laura Marie Schons, Sabrina Dörfer, Jan Wieseke Population Density Moderates the Impact of Assortment Size on Consumer Spending: A Field Experiment in Online Donations CC-8 Thuy Thi Minh Pham, Frank Mathmann A Goal-Directed Ethical Framework in Consumer Behavior CC-10 Gavin Jiayun Wu The Crux of the Morality Halo: The Interplay of Corporate Social Responsibility and Price Increases on Consumers’ Perceived Price Fairness CC-11 Sascha Alavi, Laura Marie Edinger-Schons, Johannes Habel, Urs Müller, Jenni Sipilä This Is Us: Consumer Identity and the Self Consumer Behavior in the Context of Life-Threatening Illness CC-13 Narjess Abroun, Helene Cherrier, Emily Chung-Moya, Kaleel Rahman The Influence of Incidental Tokenism on Private Evaluations of Stereotype-Typifying Products CC-16 Iman Paul, Sara Loughran Dommer, Jeffrey R. Parker I Am What I Own and I Am What I Do: The Diverging Impact of the Extended Self in Access-Based Consumption CC-18 Melanie Trabandt, Payam Akbar, Stefan Hoffmann To Do or to Have? Exploring the Effects of Social Exclusion on Experiential and Material Purchases CC-20 Bingcheng Yang, Hongyan Yu, Jifei Wu Don’t Forget the Accountant: Role Integration Increases the Fungibility of Mentally Accounted Resources CC-21 Iman Paul, Sara Loughran Dommer, Jeffrey R. Parker Local Beer and the Nonlocals Who Enjoy It: Intergroup Rivalry Is Reduced When a Close Rival Highlights an Exclusive Subgroup CC-23 Mitchell C. Olsen, Keith Marion Smith, Emily N. Garbinsky How Do Consumers Navigate the Complex World? The (Group) License to Indulge CC-25 Wassili Lasarov, Robert Mai, Melanie Trabandt, Amelie Griesoph, Stefan Hoffmann Expressions of Sincerity: How Anthropomorphic Cues Can Help (or Hurt) Consumer Reactions to Service Delays CC-27 Seth Ketron, Kelly Naletelich iii 2019 Winter AMA Proceedings Impact of Transaction Cost on Brand Selection: An Empirical Study on BoP Consumers CC-28 Nanda Choudhury, Biplab Datta, Srabanti Mukherjee Will Scientific Names Perform Better Than Common Names? Ingredient Name Decision Depends on Food Type and Regulatory Focus CC-30 Dickson Tok, Chun-Tuan Chang Segmenting Informational Mobile Application’s Consumer Based on the Factor That Affect Consumers’ Continuous Intention to Use: A SEM-Cluster Approach CC-32 Priyanka Gupta, Sanjeev Prashar Defining Street Credibility: An Exploration of the Complex Relationships Between Street Credible Endorsers and Diverse Consumer Groups CC-34 Delancy Bennett Data Is the New Oil: Refining Theory in the Digital Landscape Credibility of Negative Word-of-Mouth: Gender, Reputation and Emotion Effects CC-35 Georgiana Craciun, Kelly Moore Beyond Nudging: Boosting Consumer Decision-Making Through Gamification CC-37 Martin Bieler, Peter Maas Price in Online Display Ads: An Eye-Tracking Study CC-39 Hamid Shaker, Sylvain Sénécal, Yany Grégoire, Sihem Taboubi The Effect of Cultural Differences on Consumers’ Willingness to Share Personal Information CC-41 Christopher Schumacher, Peter Maas When Connected Products Fail to Connect CC-43 Leah Smith, Randall L. Rose New Frontiers in Branding How a Brand’s Moral Character Shapes Brand Perception and Evaluation CC-45 Mansur Khamitov, Rod Duclos Negative Spillover Effects in Corporate Brand Alliances in Crisis CC-46 La Toya Quamina, Jaywant Singh Brand Deletion from the Consumer’s Perspective: Conceptualization and Scale Development CC-48 Purvi Shah, E. Vance Wilson The Effect of Artificially Limited Access to Product Features on Consumer Brand Attitude CC-50 Wiebke Lueders, Tobias Schlager How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits CC-52 Michael Schade, Rico Piehler, Christoph Burmann Sustainability: Pricing, Ethics, and the Self Oh! It’s So Costly! It Must Be Green! The Impact of Price on the Green Perception of Eco-Friendly Products CC-54 Amogh Kumbargeri, Sanjeev Tripathi Until the Last Drop: Do Consumer Care About Water When It Comes to Coffee? CC-56 Amelie Griesoph, Wassili Lasarov The Role of Global Cultural Identity in Consumer Engagement with Sustainability Initiatives CC-57 Ekaterina Salnikova, Yuliya Strizhakova, Klaus G. Grunert The Role of Mindfulness in Driving Ethical Consumption CC-59 Tai Anh Kieu Digitalization as Solution of Environmental Problems? When Do Sustainability Conscious Users Rely on Augmented Reality-Recommendations Agents CC-61 Tom Joers, Stefan Hoffmann, Robert Mai, Payam Akbar Does Transparent Price Labeling Boost Label Effectivity for Sustainable Products? CC-62 Hanna Reimers, Stefan Hoffmann iv 2019 Winter AMA Proceedings Social Media: New Applications, New Concerns Bringing “Pins” and “Likes” to the Store: The Influence of Cueing Social Media Popularity at the Point of Sale CC-64 Franziska Böhmer, Madeline Barth Ad Transparency in Influencer Marketing: A Curse or a Blessing? CC-66 Alisa Petrova, Andrea Kähr, Lucia Malär, Dominik Hauert Social Media Marketing and Willingness to Pay Premium Prices: A Multiple Mediation Model CC-68 Mona Mrad, Charles Chi Cui The Effect of Photo Sharing via SNS on Consumer Engagement and Enjoyment CC-70 Akinori Ono, Yongyi Wang, Ryosuke Shimizu Fear of Missing Out: Scale Development CC-71 Zhuofan Zhang, Fernando R. Jiménez Computer Screen or Real Life? Comparing the Allocation of Visual Attention in Remote and Mobile Settings CC-72 Seidi Suurmets, Jesper Clement, Jonathan Dyssel Stets, Amanda Nygaard, Elli Nikolaou What Motivates, and Who Persuades, Us? Persuasion in the Marketplace A Motivation Account of Cocreation Effect: The Role of Regulatory Fit on Consumer Willingness to Pay for Cocreation Activities CC-74 Tang Yao, Lan Xia, Qiuying Zheng A Double-Edged Sword? The Impact of Celebrity Endorsements on Attention and Attitude Toward the Ad CC-76 Daniel Bruns, Tobias Langner, Lars Bergkvist Investigating the Effect of Perceived Celebrity Lifestyle Status and Persuasion Style in Advertising on Consumers’ Willingness to Spend (WTS): A Celebrity Priming Perspective CC-78 Komal Nagar Connecting the Dots: How Consumers’ Motivation Influences their Attitude Towards Different Types of Events CC-80 Florian Neus, Hanna Schramm-Klein, Florentine Frentz , Frederic Nimmermann Giving an Incentive to Buy or a Reason to Buy? How to Change Consumers’ Minds at the Point of Sale CC-82 Marius Johnen, Oliver Schnittka A Complete Consumer Journey: Tracking Motivation in the Marketplace CC-83 Jacob Suher, Szu-chi Huang, Leonard Lee Marketing and Consumption Around the World Innovation and Consumption in BoP/Emerging Markets How Are We Actually Doing? Performance Assessment of BOP Innovation Projects MC-2 Sergej von Janda, Frank Ohnesorge Taming Desire? Negotiating the Complex and Paradoxical Tension Between Consumer Passion and Social Order MC-4 Ateeq Abdul Rauf, Ajnesh Prasad Consumption for Well-Being: The Izikhothane Phenomenon MC-6 Liezl-Marié van der Westhuizen, Robin A. Coulter, Kelly D. Martin Voters’ Consumption of General Elections