2018 AMA Winter Academic Conference

Integrating Paradigms in a World Where Marketing Is Everywhere

February 23-25, 2018ꢀ|ꢀNew Orleans, LA

PROCEEDINGS

Volume 29

Editors:

Jacob Goldenberg, IDC Herzliya Juliano Laran, University of Miami Andrew Stephen, Oxford University

2018 Winter AMA Conference

Integrating Paradigms in a World Where Marketing Is Everywhere

Co-Chairs

Andrew Stephen, University of Oxford Juliano Laran, University of Miami Jacob Goldenberg, IDC Herzliya

Associate Editors

• Son Lam, University of Georgia
• Michelle Andrews, Emory University

Yakov Bart, Northeastern University Dipayan Biswas, University of South Florida Abhishek Borah, University of Washington Michael Braun, Southern Methodist University Gordon Burtch, University of Minnesota Zoey Chen, University of Miami
Anja Lambrecht, London Business School Alan Malter, University of Illinois at Chicago Brent McFerran, SimonFraser University Linda Nasr, Texas State University Gal Ostreicher-Singer, Tel Aviv University Eric Schwartz, University of Michigan Aner Sela, University of Florida
Cammy Crolic, University of Oxford Marcus Cunha, University of Georgia Isaac Dinner, University of North Carolina Kristina Durante, Rutgers University Beth Fossen, Indiana University
Julio Sevilla, Universityof Georgia Ashish Sood, University of California Riverside Felipe Thomaz, University of South Carolina Michel van der Borgh, Eindhoven University

• of Technology
• Rhonda Hadi, University of Oxford

Caroline Weirtz, Cass Business School Keith Wilcox, ColumbiaBusiness School Peter Zubcsek, Tel Aviv University
Sertan Kabadayi, Fordham University Vamsi Kanuri, University of Miami Laura Kornish, University of Colorado Boulder

Volume 29
130 East Randolph Street, 22nd Floor • Chicago, Illinois 60601

Copyright © 2018, American Marketing Association Printed in the United States of America Production Editor: Monica Gerhardt Typesetter: Sarah Burkhart

ISBN 978-0-87757-367-8

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

Awards List of Reviewers

xv xvi

Part A:

Consumer Behavior

How Much Does Brand Really Matter?

• How Endowments Can Influence Young Children’s Brand Choice
• A-4

A-6

Shasha W a ng, Dick Mizerski

Brand Community Image: A Social Identity Theory Perspective

Phu Hai Ho, Sara Denize, Nicole Stegemann, T a i Anh Kieu

• Dyadic Entanglement: Enculturation Determinant Logic for Branding
• A-8

David W . P an, Margaret A. Young, Alan J. Pan

• High Equity Brands Don’t Need Many, Favorable, Unique, and Shared Associations
• A-13

Oliver Koll, Reinhard Grohs, Hans Mühlbache r , K arine Raies

Pricing and Inferences on Pricing

• The Cost of Control: How Participative Pricing Shapes Attitudes and Purchases
• A-14

Cindy W a ng, Joshua T. Beck, Hong Yuan

Do Consumers Learn from Dynamic Pricing Incidents? How Different Types of Dynamic Pricing Affect

• Consumer Trust and Search Over Time
• A-15

A-17 A-19

Karin Laue r , C hristian Homburg, Arnd V o mberg

The Influence of Sound Symbolic Incongruity in Retailer Names on Perceptions of Inventory Size and Pricing

Seth Ketron, Nancy Spears

I Like to Choose: Effects of Customized Sales Offer and Internal Reference Price on Purchase Evaluations

Atmadeep Mukherjee, Amaradri Mukherjee, Ronn J. Smith

Up or Down? The Effect of Product Presentation on Consumer Behaviors

Combined or Separate Visual Display of Base and Add-On Products? How Fixation and Information Retrieval

• Experiences Inform Product Perception
• A-21

A-23 A-25 A-27

Lisa Maria Schiestel

The Environmentally Friendly Product Is Up? the Contribution of Psychological Distance

Manqiong Shen, Haizhong W a ng

Vertical Presentation of Choice Options Primes Concrete Construal

Sudipta Mukherjee, Mario Pandelaere

Cuteness Makes the Sale? The Impacts of Message Framing and Crowding on Consumer Product Evaluation

Chun-Tuan Chang, Guei-Hua Huang, Mei-Ling He

Clever and Effective Questioning: Measuring and Scales Across a Variety of Important Contexts and Methodologies

• Satisfaction-Based Nonresponse Bias in Brand Surveys: Understanding the Role Reciprocity, Venting, and Exiting
• A-28

A-29 A-30

Chris Hydock, Kurt Carlson

Towards a Conceptualization and Measurement of Shopping Comfort

Gerhard Wagne r , H anna Schramm-Klein

Predicting the Customer Response Rate and Speed in Direct Marketing Campaigns: A Bayesian Approach

Y o ung H. Chun

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To Renounce or Not to Renounce, That Is the Question: An Exploratory Sequential Scale Development Study of

• Consumers’ Perceptions of Voluntary Deconsumption
• A-31

Kranti Dugar

Being Green: Factors Influencing Sustainable Consumption and Nonprofits

• Green Is the New White: Examining the Virtuousness of Green Product Consumption
• A-35

A-36 A-38 A-39

Nathalie Spielmann

Materialism Versus Green Values: Revisiting Research on Value Conflicts

Pia Furchheim, Christian Martin, Felicitas Morhart

Alice in Chains Efficacy Enhances Giving to Nonprofit Organizations

Ryall Carroll, Luke Kachersky

The Journey to Consumer Subjective Well-Being: The Map from Religion and Sustainable Consumption

Eda Gurel-Atay, Elizabeth A. Minton, Hu Xie, Lynn Richard Kahle

Men Are from Mars, Women Are from Venus: The Effects of Gender on Word-of-Mouth and Consumption

• Inferences from Happy and Angry Online Reviews: The Moderating Role of Reviewer’s Gender
• A-41

A-43

Georgiana Craciun, Kelly Moore

Consumption as a Mechanism to Compensate the Perceived Loss of Psychological Ownership of Self: A Study of Women in Relationships

Ranjitha G. P . , Anandakuttan B. Unnithan

Masculine or Feminine: An Experimental Study of Mortality Salience Effects on Gender-Stereotyped Product

• Evaluation
• A-45

A-56

Kwok W a y William Leung

The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, Blair Kidwell

Surprising Factors That Affect Gifting and Product Evaluations

• Giver-Centric or Recipient-Centric? The Role of Self-Construal in Gift-Giving
• A-59

A-60 A-62 A-63

Ming-Yih Yeh, Anisa Larasati

Sometimes I Amaze Myself: A Mixed-Methods Exploration of the Role of Surprise in Self-Gifting

Aditya Gupta, James W . Gentry

The Value of Surprises: Enhancing Product Evaluations, Sales and Purchase Satisfaction Through Opaque Goods

Wiebke Klingemann, Ju-Young Kim

What to Buy? Regulatory Focus and the Tradeoff Between Experiential and Material Purchases

Ganga Urumutta Hewage, Xin He

Social Influence and Reciprocity

• I’m Sorry for Not Being Sorry: An Argument for Withholding an Apology After Service Failures
• A-65

A-67 A-76 A-77

Mason R. Jenkins, Paul W . F ombelle

Punishment Effect on Mechanism of Consumer’s Forgiveness and Consumer Relationship Repair

Chuan-Feng Shih, Heng-Chiang Huang, Han Lee

I Paid My Dues: How Voluntary and Mandatory Taxes Relieve Individuals from Their Obligations

Nils Christian Hoffmann, W a ssili Lasarov, Robert Mai, Stefan Hoffmann

Adjustable Reciprocity: Exploring the Influence of Peer Group Standards on Reciprocal Decisions

W a ssili Lasarov

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2018 Winter AMA Proceedings

Design Elements and Consumer Visual Information Processing

• How Aesthetic Congruity Shapes Consumption
• A-79

A-80 A-81 A-83

Annika Wiecek, Daniel Wentzel

Johnny Can Read Your Ad, but He Won’t: Effects of Consumer Aliteracy on Information Processing

Devon S. Del V e cchio, Haeran Jae, Jodie L. Ferguson

Consumer Evaluations of Product Designs: A Robust Product Design Scale (RPDS) for Marketers and Designers

Kevin L. Sample, John Hulland, Julio Sevilla

On the Social Categorization of Humanized Entities

Uwe Messe r , S teffen Wölfl, Jasmin Feste

Factors Affecting Consumption in a Retail Setting

• How Religiosity and CSR Affect Retail Visits
• A-84

A-85

W e sley Maxwell Friske, Seth Cockrell, Phi Cong Hoang

How Anchor Product Formation Is Affected by Other Store Choice Factors and How It Influences Purchase
Amounts in Grocery Shopping

Pilsik Choi

An Integrated Approach Towards Understanding Showrooming Behavior: A Conceptual Framework

Sourabh Arora, Sangeeta Sahney

A-86 A-93
Message-To-Motivation Matching: The Dynamics of Consumers’ Shopping Motivations and Responses to
In-Store Marketing

Jacob Suhe r , W a yne Hoyer

Part B:

Marketing and Consumption Around the World

Global Consumer Markets

• A Cross-National Comparison of Cross-Border Online Shopping in Advanced and Emerging Country Markets
• B-3

B-4 B-6

Gerhard Wagne r , H anna Schramm-Klein, Anne Fota

We Are (Not) All the Same! A Differentiated Look at the BOP Consumer Market

Sergej von Janda, Christina Maria Hillebrand, Sabine Kuester

Antecedents and Consequences of Attitude Functions for Luxury Brands: A Cross-National Examination

Jaywant Singh, Paurav Shukla, Dina Khalifa, Thomas Peschken

Does It Really Matter? The Impact of Cultural Intelligence on Customer Satisfaction and Loyalty in

• Intercultural Service Encounters
• B-8

Nicholas G. Paparoidamis, Thi Thanh Huong (Jenny) Tran

Global Competition

Entrepreneurial Knowledge and New Venture Performance: The Roles of Opportunity Discovery and Dynamic

• Capabilities
• B-10

B-12 B-13

Francis Donbesuu r , M agnus Hultman, Nathaniel Boso

Can You Trust the Untrustworthy? Trust Development in Business Briberies

Hongli W a ng, Chun Zhang, Meng- Y u C heng

Western and Eastern Virtue Ethics in Consumer Research: Review, Synthesis, and Directions for Future Research

Nils Christian Hoffmann, Guli-Sanam Karimova, Ludger Heidbrink, Stefan Hoffmann

Social Aspects of Global Shopping

• An Earthquake in the Making: Survival of Shopping Malls in Developing Countries
• B-14

Hamilton C. Carvalho, Giuliana Isabella, José Afonso Mazzon

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Stereotypes and Country Image Attitude Model: A Study of the Perception of China and India Among American

• Consumers
• B-16

B-18

T e rence Motsi

Social Representations and Social Conflict in the Marketplace: the “War” Against Illicit Alcohol in Kenya

Virginia Mwangi, Maria G. Piacentini, Hayley Cocker

Global Brands

• Understanding Corporate Reputation from Consumers Affective Perspective
• B-20

B-21 B-22 B-24

Karla Barajas-Portas

Global Brand Stereotypes and Consumer–Brand Identification: Is Warmth More Important Than Competence?

Ziva Kolbl, Maja Arslanagic-Kalajdzic, Adamantios Diamantopoulos

Brand Pillars That Drive Loyalty to a Global Brand

Angeline Close Scheinbaum, Feisal Murshed, Richard J. Fox

Understanding Brand Personality Framework Through the Lens of Saudi Arabia

Saima Khan, Manzar Ahmed

Well-Being Around the World

Giving for the Future of Others versus Myself: The Effects of Cultural Differences and Future Orientation of

• Lenders on Conditional Giving Context in Microlending
• B-26

B-28 B-30

Kyung-Ah (Kay) Byun, JungHwa (Jenny) Hong

The Impact of Consumer Morality on Consumer Behavior: Evidence from the UK

Melvin Prince, Attila Y a prak, Dayananda Palihawadana

Severity Matters: Health Message Framing Across Three Countries

Anthony K. Asare, Tilottama Ghosh Chowdhury, Patricia Norberg, Jun Kang, Richard Bannor

Part C:

Better Food, Health, and Nutrition

Making the “Right” Choice: Morality, Indulgence and Consumer Well-Being

Effects of Retail Ambient Music Volume Levels on Food Purchases: Implications for Retail Atmospheric

• Strategies and Consumer Well-Being
• C-2

Dipayan Biswas, Kaisa Lund, Courtney Szocs

Enabling Effective Communication about Health Benefits to Low-Literate, Low-Income Consumers:

• Concretize or Socialize?
• C-3

C-6

Ashley Goreczny, Nita Umashanka r , M adhu Viswanathan, Arun Sreekumar

Healthy People Indulge, Too! (But They Are More Strategic About It)

Rishika Rishika, Sven Feure r , K elly L. Haws

Patients or Clinicians: Should Digital Health Interventions Be Promoted Directly to Patients or to Be Marketed

• Through Clinicians?
• C-7

Daisy Lee, Gary Chong

Get Out: External Influence on Food Consumption

• The Influence of Physical Cues on Calorie Inferences
• C-9

Amanda Pruski Y a mim, Robert Mai, Carolina O.C. Werle

• The Effects of the FTC-Mandated Disclosure on Homeopathic Product Purchase Intentions
• C-11

Ashley Deutsch, Chris Berry, Betsy Howlett, Scot Burton

A Moderated Mediation Model of the Effect of Only-Child Status on the Preference of Chinese Teenagers for

• Brand-Name Food Products
• C-13

Hongli Zhang, Ruiqin Li, Hongyan Y u , Ann V e eck

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2018 Winter AMA Proceedings

Part D:

Connected Consumers and Social Media

Firm Decisions in a Social World

• An Investigation of Accommodative Management Response Strategies to Negative Online Customer Reviews
• D-2

D-4 D-5 D-7

Rico Piehle r , M ichael Schade, Ines Nee, Christoph Burmann

Competition and Star Power

Suh Y e on Kim, Michael Lewis

How Online Emotional Word-of-Mouth Influences Institutional Stock Holdings and Firm Value

Hang Nguyen, Roger Calantone, Ranjani Krishnan

An Exploratory Study of Consumer Reactions to Business Model Innovation Announcements in Social Media

Shinhye Kim, Xiaohan W e n, Melanie Bowen

Online Conversations and Reviews

• Communicating in a Melting Pot: How Audience Diversity Impacts Word of Mouth Valence
• D-9

D-11 D-12 D-17

Christian A. Hughes, V a nitha Swaminathan

Consumption Emotion in eWOM and Media Choice: A Social Sharing of Emotion Perspective

Hongfei Liu, Chanaka Jayawardhena

Individual versus Contextual Motives in Electronic Word-of-Mouth (eWOM)

Michelle Killian, John Fahy, Deirdre O’Loughlin, Werner H. Kunz

Helpful or Not? The Effects of Positive Emotions on the Perceived Helpfulness of Online Consumer Reviews

T o bias Kraeme r , S ven Heidenreich, Matthias Gouthier

Online Consumers and Social Well-Being

• When, Why, and How Social Information Avoidance Costs You in Goal Pursuit
• D-19

D-24

Szu-chi Huang

Exploring the Voice of Consumers on the Sharing Economy Platform and Its Impact on Listing Performance:
The Case of AirbnbD-22

Jurui Zhang

Employee Ratings in Social Media: Effects of Discrepant Online Reviews on Job Application Intentions

Raoul Könsgen, Mario Schaarschmidt, Stefan Ivens

Social Media Analytics

• Effect of Position of Original Poster in Social Networks on Viewer’s Evaluation in a Deal Sharing Website
• D-26

D-28 D-29 D-31

Hongbum (Anthony) Kim, Hyeongmin Kim

Social Media, Innovation, and Evolution

Gavin Jiayun Wu

A Study on Relative and Holistic Influence of Qualitative Content Factors on Online Review Helpfulness

V a rtika Srivastava, Arti D. Kalro

Managing Online Reviews: Does Product Testing Increase Review Positivity and Reviewer Effort?

Ina Garnefeld, T a bea Krah

Part E:

Advertising and Communications

Advertising and Communications, Paper Session 1

• The Role of Affect and Cognitions on the Relationship Between Ad Frequency and Purchase Intentions
• E-2

Jennifer L. Burton, Jan Gollins, Linda McNeely, Danielle Walls

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• Ethical Consumption in the Online Environment: New Directions Through Multisensory Marketing
• E-4

E-6 E-8

Victoria-Sophie Osburg, Vignesh Yoganathan, Pervaiz Akhtar

Advertising for Symbolic Consumption: Exploring the Moderating Effects of Social Inequality in Formation of
Attitude Toward the Ad

Leila Khoshghadam, Mohammad Mahdavipou r , K ian Norouzi

Do We Respond to a Smiling Earth? Facial Emotion, Anthropomorphism, and Issue Proximity in Green
Communication

Chun-Tuan Chang, Guei-Hua Huang, Pei-Chi Liu

Advertising and Communications, Paper Session 2

• The Influence of Digital Signage on the Waiting Experience and Store Satisfaction
• E-9

E-11 E-13

Marion Garaus, Udo W a gner

Seeding the Virus: The Role of Ad Creativity for the Viral Reach of Online Video Ads

V e rena Rapp, Manfred Schwaiger

Influencer Marketing: The New Age of Celebrity Endorsement

Essi Pöyry, Matilde Pelkonen, Emma Naumanen, Salla-Maaria Laaksonen

Advertising and Communications, Paper Session 3

Making Ideas Break Through the Crowd: The Efficacy of Marketing Communication Instruments and the

• Success of Crowdfunding
• E-15

E-17 E-19 E-21

Carlos J.S. Lourenço, Seyyed Amirali Javadinia, Mark Boons, Mart Evers

Does It Pay to Be Real? Understanding Authenticity in TV Advertising

Maren Becke r , W e rner Reinartz, Nico Wiegand

Channel Governance Through Brand Equity: Implications for Capital Allocation to Brand Investments