2018 AMA Winter Academic Conference

2018 AMA Winter Academic Conference Integrating Paradigms in a World Where Marketing Is Everywhere February 23-25, 2018 | 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 Michelle Andrews, Emory University Son Lam, University of Georgia Yakov Bart, Northeastern University Anja Lambrecht, London Business School Dipayan Biswas, University of South Florida Alan Malter, University of Illinois at Chicago Abhishek Borah, University of Washington Brent McFerran, SimonFraser University Michael Braun, Southern Methodist University Linda Nasr, Texas State University Gordon Burtch, University of Minnesota Gal Ostreicher-Singer, Tel Aviv University Zoey Chen, University of Miami Eric Schwartz, University of Michigan Cammy Crolic, University of Oxford Aner Sela, University of Florida Marcus Cunha, University of Georgia Julio Sevilla, Universityof Georgia Isaac Dinner, University of North Carolina Ashish Sood, University of California Riverside Kristina Durante, Rutgers University Felipe Thomaz, University of South Carolina Beth Fossen, Indiana University Michel van der Borgh, Eindhoven University of Rhonda Hadi, University of Oxford Technology Sertan Kabadayi, Fordham University Caroline Weirtz, Cass Business School Vamsi Kanuri, University of Miami Keith Wilcox, ColumbiaBusiness School Laura Kornish, University of Colorado Boulder Peter Zubcsek, Tel Aviv University 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 xv List of Reviewers xvi Part A: Consumer Behavior How Much Does Brand Really Matter? How Endowments Can Influence Young Children’s Brand Choice A-4 Shasha Wang, Dick Mizerski Brand Community Image: A Social Identity Theory Perspective A-6 Phu Hai Ho, Sara Denize, Nicole Stegemann, Tai Anh Kieu Dyadic Entanglement: Enculturation Determinant Logic for Branding A-8 David W. Pan, 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 Mühlbacher, Karine Raies Pricing and Inferences on Pricing The Cost of Control: How Participative Pricing Shapes Attitudes and Purchases A-14 Cindy Wang, 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 Karin Lauer, Christian Homburg, Arnd Vomberg The Influence of Sound Symbolic Incongruity in Retailer Names on Perceptions of Inventory Size and Pricing A-17 Seth Ketron, Nancy Spears I Like to Choose: Effects of Customized Sales Offer and Internal Reference Price on Purchase Evaluations A-19 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 Lisa Maria Schiestel The Environmentally Friendly Product Is Up? the Contribution of Psychological Distance A-23 Manqiong Shen, Haizhong Wang Vertical Presentation of Choice Options Primes Concrete Construal A-25 Sudipta Mukherjee, Mario Pandelaere Cuteness Makes the Sale? The Impacts of Message Framing and Crowding on Consumer Product Evaluation A-27 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 Chris Hydock, Kurt Carlson Towards a Conceptualization and Measurement of Shopping Comfort A-29 Gerhard Wagner, Hanna Schramm-Klein Predicting the Customer Response Rate and Speed in Direct Marketing Campaigns: A Bayesian Approach A-30 Young H. Chun iii 2018 Winter AMA Proceedings 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 Nathalie Spielmann Materialism Versus Green Values: Revisiting Research on Value Conflicts A-36 Pia Furchheim, Christian Martin, Felicitas Morhart Alice in Chains Efficacy Enhances Giving to Nonprofit Organizations A-38 Ryall Carroll, Luke Kachersky The Journey to Consumer Subjective Well-Being: The Map from Religion and Sustainable Consumption A-39 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 Georgiana Craciun, Kelly Moore Consumption as a Mechanism to Compensate the Perceived Loss of Psychological Ownership of Self: A Study of Women in Relationships A-43 Ranjitha G.P., Anandakuttan B. Unnithan Masculine or Feminine: An Experimental Study of Mortality Salience Effects on Gender-Stereotyped Product Evaluation A-45 Kwok Way William Leung The Best of Both Worlds: Androgyny in Consumer Choice A-56 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 Ming-Yih Yeh, Anisa Larasati Sometimes I Amaze Myself: A Mixed-Methods Exploration of the Role of Surprise in Self-Gifting A-60 Aditya Gupta, James W. Gentry The Value of Surprises: Enhancing Product Evaluations, Sales and Purchase Satisfaction Through Opaque Goods A-62 Wiebke Klingemann, Ju-Young Kim What to Buy? Regulatory Focus and the Tradeoff Between Experiential and Material Purchases A-63 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 Mason R. Jenkins, Paul W. Fombelle Punishment Effect on Mechanism of Consumer’s Forgiveness and Consumer Relationship Repair A-67 Chuan-Feng Shih, Heng-Chiang Huang, Han Lee I Paid My Dues: How Voluntary and Mandatory Taxes Relieve Individuals from Their Obligations A-76 Nils Christian Hoffmann, Wassili Lasarov, Robert Mai, Stefan Hoffmann Adjustable Reciprocity: Exploring the Influence of Peer Group Standards on Reciprocal Decisions A-77 Wassili Lasarov iv 2018 Winter AMA Proceedings Design Elements and Consumer Visual Information Processing How Aesthetic Congruity Shapes Consumption A-79 Annika Wiecek, Daniel Wentzel Johnny Can Read Your Ad, but He Won’t: Effects of Consumer Aliteracy on Information Processing A-80 Devon S. DelVecchio, Haeran Jae, Jodie L. Ferguson Consumer Evaluations of Product Designs: A Robust Product Design Scale (RPDS) for Marketers and Designers A-81 Kevin L. Sample, John Hulland, Julio Sevilla On the Social Categorization of Humanized Entities A-83 Uwe Messer, Steffen Wölfl, Jasmin Feste Factors Affecting Consumption in a Retail Setting How Religiosity and CSR Affect Retail Visits A-84 Wesley 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 A-85 Pilsik Choi An Integrated Approach Towards Understanding Showrooming Behavior: A Conceptual Framework Sourabh Arora, Sangeeta Sahney A-86 Message-To-Motivation Matching: The Dynamics of Consumers’ Shopping Motivations and Responses to In-Store Marketing A-93 Jacob Suher, Wayne 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 Gerhard Wagner, Hanna Schramm-Klein, Anne Fota We Are (Not) All the Same! A Differentiated Look at the BOP Consumer Market B-4 Sergej von Janda, Christina Maria Hillebrand, Sabine Kuester Antecedents and Consequences of Attitude Functions for Luxury Brands: A Cross-National Examination B-6 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 Francis Donbesuur, Magnus Hultman, Nathaniel Boso Can You Trust the Untrustworthy? Trust Development in Business Briberies B-12 Hongli Wang, Chun Zhang, Meng-Yu Cheng Western and Eastern Virtue Ethics in Consumer Research: Review, Synthesis, and Directions for Future Research B-13 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

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