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Proceedings of the 2018 Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference • 2018 Proceedings Conference of the American Academy Adv of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the AmericanProceedings Academy of ofAdvertising the 2018 • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 ProceedingsCONFERENCE • Conference of the American AcademyOF of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 ProceedingsTHE • Conference AMERICAN of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference ertising • 2018 Proceedings of the American Academy of Advertising ACADEMY• 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of theOF American ADVERTISING Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy60th of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • ConferenceAnniversary of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference ertising • 2018 Proceedings of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of AdvertisingHarsha • 2018 Gangadharbatla, Proceedings • Conference Editor of the American Academy of Advertising • 2018 ProceedingsUniversity • Conference of Coloradoof the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy of Advertising • 2018 Proceedings • Conference • 2018 Proceedings Conference of the American Academy Adv of the American Academy of Advertising • 2018 Proceedings • Conference of the American Academy ertising • ertising Adv of Academy American the of Conference • Proceedings 2018 • THE PROCEEDINGS OF THE 2018 CONFERENCE OF THE AMERICAN ACADEMY OF ADVERTISING Edited by Harsha Gangadharbatla, Ph.D. Department of Advertising, Public Relations and Media Design College of Media, Communication and Information University of Colorado Boulder AMERICAN ACADEMY OF ADVERTISING International Standard Book Number: 978-0-931030-54-3 International Standards Serial Number: 0883-2404 Harsha Gangadharbatla, Ph.D., Editor, AAA Proceedings 2018, Department of Advertising, Public Relations and Media Design, College of Media, Communication and Information, University of Colorado Boulder. Information regarding additional copies of the 2018 Proceedings and/or copies of earlier volumes of the Proceedings can be found at: http://www.aaasite.org/Proceedings.html. ISBN 978-0-931030-54-3 9 780931 030543 PREFACE It is a privilege and an honor to serve as the editor of the 2018 Proceedings of the pre-conference, competitive research, and special topics sessions presented at the 2018 annual Conference of the American Academy of Advertising held March 22-25 in New York, New York. This is the 60th anniversary of the conference and, as a whole, the conference was a great success. Overall, 188 competitive research papers and 14 special topics proposals were submitted for double-blind review. A total of 100 competitive papers (53%) and six special topics sessions (42%) were accepted. The special topics sessions were well coordinated by AAA President Tom Reichert of the University of South Carolina. Summaries of the special topics sessions presented at the conference are included in these proceedings. The 2018 proceedings also contain summaries and abstracts of the pre-conference and full papers and abstracts of competitive research sessions. The papers in this volume are organized in the order they appeared in the 2018 Conference Program. The conference would not be possible without the efforts of the 199 reviewers and those who served as session chairs, and moderators. I sincerely thank all those who volunteered their precious time and expertise and contributed to making this years AAA conference another outstanding event. I also want to acknowledge the sponsors who provided financial support, our wonderful Conference Manager Betty Djerf, and members of the AAA Executive Committee who were constant sources of support throughout the entire process of organizing the conference. My special thanks go to the AAA Past-President Michelle Nelson and President Tom Reichert for their valuable input, patience, and guidance, and especially to Executive Director Pat Rose who is always invaluable but especially so during the entire conference submission process. Finally, thank you to Tara Walker, PhD student at University of Colorado Boulder, for her help proofreading and formatting the proceedings. I hope the 2018 proceedings serve as a valuable resource for advertising scholars and educators, and that the ideas here will stimulate future research. Harsha Gangadharbatla, Ph.D. Editor, AAA Proceedings 2018 Department of Advertising, Public Relations and Media Design College of Media, Communication and Information University of Colorado Boulder ii Reviewers of Manuscripts and Panel Proposals Avery Abernethy Sun Joo (Grace) Ahn Auburn University University of Georgia Robert Aitken Dana Alden University of Otago University of Hawai'i Saleem Alhabash Saravudh Anantachart Michigan State University Chulalongkorn University, Thailand Lucy Atkinson Tae Hyun Baek University of Texas at Austin University of Kentucky Ainsworth A. Bailey Jennifer Ball University of Toledo Temple University Ralitza Bell Steve Bellman Australian Catholic University University of South Australia Manu Bhandari Robyn Blakeman Arkansas State University University of Tennessee Martin P. Block Sophie Boerman Northwestern University University of Amsterdam Paul Bolls Laura F. Bright Texas Tech University Texas Christian University Ann Brill Edoardo Teodoro Brioschi University of Kansas Universita Cattolica del Sacro Cuore Sharee Broussard Les Carlson Spring Hill College University of Nebraska Verolien Cauberghe Huan Chen Ghent University University of Florida Qimei Chen Hong Cheng University of Hawaii at Manoa Virginia Commonwealth University Yunjae Cheong Hsu-Hsien Chi Hankuk University of Foreign Studies Shih Hsin University Pi-Hsuan Monica Chien Sydney Chinchanachokchai University of
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