The Future of Marketing Education is Now 2018 Annual Fall Conference Proceedings Editors Lisa Lindgren, College of St. Benedict / St. John’s University Leila Samii, Southern New Hampshire University Ursula Sullivan, Northern Illinois University ISSN 2325-3509 (Print), ISSN 2325-3533 (Online) Marketing Management Association Fall 2018 Educators’ Conference Proceedings i 23rd Marketing Management Association Fall Conference September 19-21, 2018, Kansas City, MO ACKNOWLEDGEMENTS The Marketing Management Association is excited to present the 23rd Fall Educators’ conference! As we continue our pursuit of Marketing pedagogy excellence, we are motivated by all the excellent submissions that are the foundation of this unique and laudable venue for discussing and presenting the newest and latest ideas within and beyond the discipline. The Marketing discipline continues to evolve and as educators, we must continue to evolve as well. Artificial Intelligence, the Internet of Things, Virtual Reality: these are just a few examples of the technological innovations that are already impacting consumers’ lives as well as our classrooms. Articles by academics from coast to coast are touting the use of AI and other technologies to better manage the diversity of student abilities and knowledge levels to heighten the learning process. Imagine having smart devices in your classroom to serve as teaching assistants with your in-class discussions and activities. Therefore, the theme of the conference is “The Future of Marketing Education is NOW!” This conference has paper and panel topics related to technological enhancements in marketing education and other cutting-edge techniques to ensure marketing students are well-equipped to manage their future careers. Much gratitude is extended to all the fabulous scholars who submitted position and refereed papers as well as volunteered for special sessions and panels. An even bigger “THANK YOU” goes to Zina Taran, who helped evaluate all the position papers that were submitted; as well as to all the reviewers of the refereed papers (reviewers are listed later in the proceedings). Thanks also goes out to the session chairs, listed separately in this publication, for their smooth coordination of panels and presentations. Special thanks goes to Lisa Lindgren and Leila Samii, Proceedings Co-editors, for assembling this massive volume of material into the superbly organized conference proceedings you find here, and to Lyle Wetsch, MMA Communications Director, for converting it to easily accessible digital content for your convenience. This year, the conference kicks off with two pre-conference workshops. Thank you to our instructors Lyle Wetsch, Debra Zahay-Blatz, Leila Samii and Holly Syrdal for these timely programs. Thank you to Jeanetta Sims for coordinating another exceptional Doctoral Student Teaching Consortium, and to the Faculty Colleagues listed separately in this publication. Three teaching competitions were held this year with finalists being selected before the conference. Thank you to Paul Capon and AxcessCapon/Wessex, who, once again, sponsored the Teaching Innovation competition, with Theresa B. Clarke taking on the reins as the competition coordinator. The Outstanding Teacher-Scholar Doctoral Student competition also had a change in competition coordinator. Thank you to Vicky Crittenden for her hard work in completing a fantastic competition with excellent finalists; and many thanks are also extended to the judges for all their work. The Master Teacher Award competition was, once again, expertly managed by Chad Milewicz. Thank you, Chad, for your efforts and to the judges for selecting a great group of finalists. All judges and finalists are listed later in these Proceedings. Interpretive Simulations again sponsored the Journal for Advancement in Marketing Education Outstanding Reviewer Awards as well as the Best Paper Award among published articles. Thank you Interpretive for your continued support and for providing the conference name badges and lanyards. We thank Cengage Learning for sponsoring the Best Conference Refereed Paper Award again this year. Finalists were selected prior to the conference and are listed in these Proceedings. We also thank all the other exhibitors noted below who offer us great ideas, tools and training to improve our effectiveness in the classroom. Without you we could not put on this conference and so we thank you for your participation and welcome you again next year! Marketing Management Association Fall 2018 Educators’ Conference Proceedings ii And, speaking of next year: the 2019 MMA Fall Educators' Conference will be held September 18-20, 2019 at the Drury Plaza Hotel in Santa Fe, NM. The Plaza’s rooftop bar, Bar Alto, was selected as one of the best hotel bars by the Santa Fe reporter! The 2019 MMA Spring Conference will, once again, be held March 27-29, 2019 at the Palmer House in Chicago, IL. Many thanks to everyone involved with the conference! Deep appreciation goes to Gail Zank and Rebecca Dingus in helping with various aspects of putting on this conference. We also want to thank Debbie DeLong and Brian Vander Schee who helped answer a myriad of questions as we developed the program and set-up all the conference details. We hope you enjoy your time in Kansas City: learning new ideas, sharing your own knowledge, meeting new folks and getting reacquainted with others! Have fun in the BBQ Capital of the World!! Pam Kennett-Hensel, Conference Chair Ursula Y. Sullivan, Conference Program Chair Marketing Management Association Fall 2018 Educators’ Conference Proceedings iii EXHIBITORS and SPONSORS Marketing Management Association Fall 2018 Educators’ Conference Proceedings iv CONFERENCE COMPETITIONS and AWARDS AxcessCapon 2018 Teaching Innovation Competition Finalists: Cindy Rippé, Flagler College Samer Sarofim, California State University, Fresno Kai-Yu Wang, Brock University Haithem Zourrig, Kent State University Coordinator – Theresa B. Clarke Judges – Paul Hensel, Elliott Manzon, Pamela Mickelson, Tracy Tuten, Ann Veeck Outstanding Teacher-Scholar Doctoral Student Competition Finalists: Annika Abell, University of South Florida Kaeun Kim, University of Massachusetts-Amherst Emily Treen, Simon Fraser University Coordinator – Victoria Crittenden Judges – Lauren Beitelspacher, Theresa B. Clarke, Lisa Spiller MMA 2018 Master Teacher Award Competition Finalists: Tania Bucic, University of New South Wales Donna H. Green, Ferris State University Barbara Wooldridge, University of Texas at Tyler Coordinator - Chad Milewicz Judges - Tim Graeff, Michael Messina, Don Roy Cengage Learning 2018 MMA Fall Educators’ Conference Best Refereed Paper Award Finalists Dennis E Clayson, University of Northern Iowa Henry Greene, Central Connecticut State University Ginger Killian, University of Central Missouri Todd McClure, University of Central Missouri Interpretive Simulations 2018 Journal for Advancement of Marketing Education Reviewer of the Year Award Winners Philippe Duverger, Towson University Fiona Newton, Monash University Interpretive Simulations 2018 Journal for Advancement of Marketing Education Article of the Year Award Winner Using DISC® to Facilitate Instruction of Adaptive Selling Cindy B. Rippé, Flagler College Brian Martinson, Tarleton State University, and Alan J. Dubinsky, Purdue University MMA Innovative Marketer of the Year Award, 2018 Paul Hensel, University of New Orleans CONFERENCE PROGRAM COMMITTEE Pam Kennett-Hensel, Conference Chair, University of New Orleans Ursula Sullivan, Program Chair, Northern Illinois University Lisa Lindgren, Proceedings Co-Editor, College of St. Benedict /St. John’s University Leila Samii, Proceedings Co-Editor, Southern New Hampshire University Marketing Management Association Fall 2018 Educators’ Conference Proceedings v MMA DOCTORAL STUDENT TEACHING CONSORTIUM Coordinator – Jeanetta Sims, University of Central Oklahoma Faculty Colleagues Tim Graeff, Middle Tennessee State University Susan Jones, Ferris State University Samer Sarofim, California State University, Fresno Carol Scovotti, University of Wisconsin-Whitewater Lisa Spiller, Christopher Newport University Brian Vander Schee, Aurora University Lyle Wetsch, Memorial University of Newfoundland, Canada PRE-CONFERENCE WORKSHOP FACULTY Lyle Wetsch, Memorial University of Newfoundland Debra Zahay-Blatz, St. Edward’s University Leila Samii, Southern New Hampshire University Holly Syrdal, University of Southern Mississippi CONFERENCE PAPER REVIEWERS Demetra Andrews, Indiana University-Purdue University at Indianapolis Stella Aririguzoh, Covenant University Kelley Bailey, Florida Agricultural and Mechanical University Lauren Beitelspacher, Babson College Kristi Bockorny, Northern State University Philip Boutin, Eastern Kentucky University Vince Carter, California State University Donna Coelho, Western Connecticut State University Alicia Cooper, Dillard University Julie Creek, Park University Mark DeFanti, Providence College Anirudh Dhebar, Babson College Rebecca Dingus, Central Michigan University Ryan Eanes, Washington College Karen Eutsler, Xavier University Kathie Fleck, Ohio Northern University Kim Folkers, Wartburg College Weixing Ford, Texas A&M San Antonio Susan Geringer, California State University, Fresno Geoff Gordon, Northern Illinois University Sheri Grotrian, Peru State College Adriane Grumbein, University of Kentucky Dee Guillory, Winston-Salem State University Steve Hartley, University of Denver Stacey Hills, Southern Vermont College Bill Hitchcock, Loras