2018 AMA Winter Academic Conference

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 <ul style="display: flex;"><li style="flex:1">Son Lam, University of Georgia </li><li style="flex:1">Michelle Andrews, Emory University </li></ul>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 <ul style="display: flex;"><li style="flex:1">of Technology </li><li style="flex:1">Rhonda Hadi, University of Oxford </li></ul>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? <ul style="display: flex;"><li style="flex:1">How Endowments Can Influence Young Children’s Brand Choice </li><li style="flex:1">A-4 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Dyadic Entanglement: Enculturation Determinant Logic for Branding </li><li style="flex:1">A-8 </li></ul>David W . P an, Margaret A. Young, Alan J. Pan <ul style="display: flex;"><li style="flex:1">High Equity Brands Don’t Need Many, Favorable, Unique, and Shared Associations </li><li style="flex:1">A-13 </li></ul>Oliver Koll, Reinhard Grohs, Hans Mühlbache r , K arine Raies Pricing and Inferences on Pricing <ul style="display: flex;"><li style="flex:1">The Cost of Control: How Participative Pricing Shapes Attitudes and Purchases </li><li style="flex:1">A-14 </li></ul>Cindy W a ng, Joshua T. Beck, Hong Yuan Do Consumers Learn from Dynamic Pricing Incidents? How Different Types of Dynamic Pricing Affect <ul style="display: flex;"><li style="flex:1">Consumer Trust and Search Over Time </li><li style="flex:1">A-15 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Experiences Inform Product Perception </li><li style="flex:1">A-21 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Satisfaction-Based Nonresponse Bias in Brand Surveys: Understanding the Role Reciprocity, Venting, and Exiting </li><li style="flex:1">A-28 </li></ul>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 2018 Winter AMA Proceedings iii To Renounce or Not to Renounce, That Is the Question: An Exploratory Sequential Scale Development Study of <ul style="display: flex;"><li style="flex:1">Consumers’ Perceptions of Voluntary Deconsumption </li><li style="flex:1">A-31 </li></ul>Kranti Dugar Being Green: Factors Influencing Sustainable Consumption and Nonprofits <ul style="display: flex;"><li style="flex:1">Green Is the New White: Examining the Virtuousness of Green Product Consumption </li><li style="flex:1">A-35 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Inferences from Happy and Angry Online Reviews: The Moderating Role of Reviewer’s Gender </li><li style="flex:1">A-41 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Evaluation </li><li style="flex:1">A-45 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Giver-Centric or Recipient-Centric? The Role of Self-Construal in Gift-Giving </li><li style="flex:1">A-59 </li></ul>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 <ul style="display: flex;"><li style="flex:1">I’m Sorry for Not Being Sorry: An Argument for Withholding an Apology After Service Failures </li><li style="flex:1">A-65 </li></ul>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 iv 2018 Winter AMA Proceedings Design Elements and Consumer Visual Information Processing <ul style="display: flex;"><li style="flex:1">How Aesthetic Congruity Shapes Consumption </li><li style="flex:1">A-79 </li></ul>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 <ul style="display: flex;"><li style="flex:1">How Religiosity and CSR Affect Retail Visits </li><li style="flex:1">A-84 </li></ul>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 <ul style="display: flex;"><li style="flex:1">A Cross-National Comparison of Cross-Border Online Shopping in Advanced and Emerging Country Markets </li><li style="flex:1">B-3 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Intercultural Service Encounters </li><li style="flex:1">B-8 </li></ul>Nicholas G. Paparoidamis, Thi Thanh Huong (Jenny) Tran Global Competition Entrepreneurial Knowledge and New Venture Performance: The Roles of Opportunity Discovery and Dynamic <ul style="display: flex;"><li style="flex:1">Capabilities </li><li style="flex:1">B-10 </li></ul>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 <ul style="display: flex;"><li style="flex:1">An Earthquake in the Making: Survival of Shopping Malls in Developing Countries </li><li style="flex:1">B-14 </li></ul>Hamilton C. Carvalho, Giuliana Isabella, José Afonso Mazzon 2018 Winter AMA Proceedings vStereotypes and Country Image Attitude Model: A Study of the Perception of China and India Among American <ul style="display: flex;"><li style="flex:1">Consumers </li><li style="flex:1">B-16 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Understanding Corporate Reputation from Consumers Affective Perspective </li><li style="flex:1">B-20 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Lenders on Conditional Giving Context in Microlending </li><li style="flex:1">B-26 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Strategies and Consumer Well-Being </li><li style="flex:1">C-2 </li></ul>Dipayan Biswas, Kaisa Lund, Courtney Szocs Enabling Effective Communication about Health Benefits to Low-Literate, Low-Income Consumers: <ul style="display: flex;"><li style="flex:1">Concretize or Socialize? </li><li style="flex:1">C-3 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Through Clinicians? </li><li style="flex:1">C-7 </li></ul>Daisy Lee, Gary Chong Get Out: External Influence on Food Consumption <ul style="display: flex;"><li style="flex:1">The Influence of Physical Cues on Calorie Inferences </li><li style="flex:1">C-9 </li></ul>Amanda Pruski Y a mim, Robert Mai, Carolina O.C. Werle <ul style="display: flex;"><li style="flex:1">The Effects of the FTC-Mandated Disclosure on Homeopathic Product Purchase Intentions </li><li style="flex:1">C-11 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Brand-Name Food Products </li><li style="flex:1">C-13 </li></ul>Hongli Zhang, Ruiqin Li, Hongyan Y u , Ann V e eck vi 2018 Winter AMA Proceedings Part D: Connected Consumers and Social Media Firm Decisions in a Social World <ul style="display: flex;"><li style="flex:1">An Investigation of Accommodative Management Response Strategies to Negative Online Customer Reviews </li><li style="flex:1">D-2 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Communicating in a Melting Pot: How Audience Diversity Impacts Word of Mouth Valence </li><li style="flex:1">D-9 </li></ul>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 <ul style="display: flex;"><li style="flex:1">When, Why, and How Social Information Avoidance Costs You in Goal Pursuit </li><li style="flex:1">D-19 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Effect of Position of Original Poster in Social Networks on Viewer’s Evaluation in a Deal Sharing Website </li><li style="flex:1">D-26 </li></ul>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 <ul style="display: flex;"><li style="flex:1">The Role of Affect and Cognitions on the Relationship Between Ad Frequency and Purchase Intentions </li><li style="flex:1">E-2 </li></ul>Jennifer L. Burton, Jan Gollins, Linda McNeely, Danielle Walls 2018 Winter AMA Proceedings vii <ul style="display: flex;"><li style="flex:1">Ethical Consumption in the Online Environment: New Directions Through Multisensory Marketing </li><li style="flex:1">E-4 </li></ul>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 <ul style="display: flex;"><li style="flex:1">The Influence of Digital Signage on the Waiting Experience and Store Satisfaction </li><li style="flex:1">E-9 </li></ul>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 <ul style="display: flex;"><li style="flex:1">Success of Crowdfunding </li><li style="flex:1">E-15 </li></ul>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

2018 AMA Winter Academic Conference

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