THE ASIAN CONSUMER - Institute on Asian Consumer Insight

ADVERTISING AND <strong>CONSUMER</strong> PSYCHOLOGY CONFERENCE 2012
<strong>THE</strong> <strong>ASIAN</strong> <strong>CONSUMER</strong>

ACP 2012 in Singapore: The Asian Consumer
Asian consumers, in particular Asia’s emerging middle class, will be the growth engine of the world economy in the 21st century.
Thus, it is paramount for businesses and consumer psychologists to understand Asian consumers’ attitudes, preferences, and
behaviors. However, at this point, our knowledge of Asian consumer psychology is at best sketchy.
We are honored to be given the opportunity to host the ACP 2012 conference under the umbrella of the Society for Consumer
Psychology (SCP). This first SCP conference to be held in Asia will be supported by ACI–the new <strong>Institute</strong> on Asian Consumer
Insight, hosted by Nanyang Technological University in Singapore.
Specific goals of the conference include:
• Facilitate the exchange of ideas on cross-cultural issues (comparing consumer behavior from the “East” and “West”);
• Stimulate detailed research on Asian consumers to assess similarities and differences among Asian consumers (e.g.,
Chinese, Indians, Japanese, Koreans, South-East Asians, and others);
• Include the Asian research community more broadly into ACP and SCP.
Besides plenary sessions for researchers to present and discuss the latest academic research findings, ACP 2012 features a
roundtable of consumer-insight practitioners to share their experience and perspectives on the application of cross-cultural
research and consumer insights to Asian consumers.
Other conference highlights include a tour of the state-of-the-art psychophysiology labs at NTU, as well as a number of optional
consumer-experience tours on the final day of the conference to foster Asian-consumer immersion. These optional tours include a
retail tour to diverse shopping destinations in Singapore (Orchard Road, the Shoppes at Marina Bay Sands, and Mustaffa Center),
a history-and-culture tour to the main cultural sites in Singapore (Chinese temples and the Chinese Heritage Center in Chinatown,
Little India, and Malay artifacts in Kampong Glam), and a wellness-and-lifestyle tour of traditional health products and services
(traditional Chinese medicine, reflexology, and ayuverda).
Enjoy!
Sincerely,
Bernd Schmitt, Professor, Columbia Business School, Visiting Professor, NTU and Executive Director, ACILeonard Lee,
Associate Professor, Columbia Business School

Overview of Conference Program
5.45pm
Time
6:00pm-8:30pm
8:30pm
Time
Bus leaving Marriott Singapore to Hotel Fort Canning
*meet at Marriott Concierge at 5.30pm
Pre-Conference Reception & Registration
Hotel Fort Canning
Bumboat Ride along Singapore River
December 19, 2012 (Wednesday)
Hotel Fort Canning, 11 Canning Walk, Singapore 178881
December 20, 2012 (Thursday)
Marriott Hotel Singapore, 320 Orchard Road, Singapore 238865
8.00am-8.30am Registration & Light Breakfast
8.30am-8.45am Introduction: Conference Chairs Professor Bernd Schmitt & Professor Leonard Lee
8.45am-9.15am SCP President’s Keynote: Professor Michel Pham
9.15am-10.15am Session 1
Consumer Behavior in North Asia: Japan & Korea
Belimbing Room, Level 2
10.15am-10.45am Tea Break
10.45am-11.45am Session 3
Asian Cultural Factors : Superstitions & Counterfeits
Belimbing Room, Level 2
11.45am-12.00pm Coffee Break
12.00pm-1.00pm Session 5
Motivations, Emotions, Risk & Impulse among Asians
Belimbing Room, Level 2
1.00pm-2.00pm
2.00pm-3.00pm
3.00pm-4.00pm
Session 2
The Senses in Consumer Psychology
Legacy Suite, Level 2
Session 4
Consumer Brand Perception
Legacy Suite, Level 2
Session 6
The Self in Consumption
Legacy Suite, Level 2
Lunch at Ballroom 3, Marriott Singapore
Transfer to Nanyang Technological University *meet at Marriott Concierge
Nanyang Business School
50 Nanyang Ave, S3
Lab Tour

4.00pm-5.00pm Session 7
Consumer Behavior in Chinese Culture
Nanyang Business School
Block S3 Level B3B-41
5.00pm-6.00pm Transfer back to Marriot Singapore
6.00pm-7.00pm Leisure
7.00pm-7.30pm
7.30pm-8.30pm
Bus from Marriott Singapore to The Sail (Marina Boulevard)
Evening Reception at The Sail + Wonder Full Laser Show
The Sail
6 Marina Boulevard
Tower 1, Level 44
Session 8
Social Identity
Nanyang Business School
Block S3 Level B3B-42
8.30pm
Time
Dinner at Food Market Lau Pa Sat
December 21, 2012 (Friday)
Marriott Singapore, 320 Orchard Road, Singapore 238865
8.00am-8.30am Light Breakfast
8.30am-9.00am Academic Keynote: Professor Angela Lee
9.00am-10.00am Session 9
Contemporary Asian Consumer Issues
Belimbing Room, Level 2
10.00am-10.45am Tea Break
Yoga Session: Ballroom 3 at Marriott Singapore
10.45am-11.45am Session 11
Consumer Psychology & Marketing Mix in Asia
Belimbing Room, Level 2
11.45am-12.30pm Industry Roundtable: Applications of Consumer Insights at Ballroom 3
12.30pm-1.30pm Lunch at the Marriott Café
1.30pm-5.00pm Optional Tours:
• Retail Tour
• History and Culture Tour
• Wellness and Lifestyle Tour
7.00pm
Night Safari (Optional)
Session 10
Judgment and Decision Making
Lengkuas Room
Session 12
Goals and Affect
Lengkuas Room
End of Conference

Sessions

20th December 2012 (Thursday): 9.15am to 10.15am
Session 1:
Consumer Behavior in North Asia: Japan & Korea
Belimbing Room, Level 2, Marriott Singapore
Analyses of Corporate Visual Identities: Reaction of Japanese consumers to global logo changes
Naoko Moriyoshi, Keio University, Japan
Miho Sasaki, Keio University, Japan
Online Brand Community in Japan: Empirical Analyses of e-Reader “Kobo” by Rakuten
Masahiko Hato, Kansai University, Japan
Keisuke Suyama, Kansai University, Japan
Tomoko Kawakami, Kansai University, Japan
Self-Connections to Global Brands: Role of Meaningful Self-Brand Episode and its Impact on Global Culture
Adoration and Market Behaviors
Sunmyoung Cho, Yonsei University, South Korea
Building Erotic Capital: Cosmetic Surgery as Asian Women Investment of Social Exchange Resource
Nancy Wong, University of Wisconsin-Madison, USA
Dee Warmath, University of Wisconsin-Madison, USA
Sunyee Yoon, University of Wisconsin-Madison, USA
Session 2:
The Senses in Consumer Psychology
Legacy Suite, Level 2, Marriott Singapore
The Impact of Sensory Versus Cognitive Attributes on Effectiveness of Metaphors in Advertising
Yixia Sun, The Chinese University of Hong Kong, China
Robert S. Wyer, Jr., The Chinese University of Hong Kong, China
The Halo Effect of Product Color Brightness on Hedonic Food Consumption
Adriana V. Madzharov, Baruch College, The City University of New York, USA
Suresh Ramanathan, Mays Business School, Texas A&M University, USA
Lauren Block, Baruch College, City University of New York, USA
Shape Matters: How Does Logo Shape Inference Shape Consumer Judgments
Yuwei Jiang, Hong Kong Polytechnic University
Gerald J. Gorn, University of Hong Kong
Maria Galli, Hong Kong University of Science and Technology
Amitava Chattopadhyay, INSEAD, Singapore
I Take Therefore I Chose Antecedents & Consequences of Embodied Choice
Rhonda Hadi, Baruch College, The City University of New York, USA
Lauren Block, Baruch College The City University of New York, USA

20th December 2012 (Thursday): 10.45am to 11.45am
Session 3:
Asian Cultural Factors: Superstitions & Counterfeits
Belimbing Room, Level 2, Marriott Singapore
Embarrassment Effects on Purchase Intent for a Product with Socially Shared Superstitious Meanings
Di Wang, Monash University, Australia
Harmen Oppewal, Monash University, Australia
Dominic Thomas, Monash University, Australia
The Role of Regulatory Focus in Consumer Deceptive Behavior:
Why Asian Consumers are More Willing to Admit that Their “LV” Bags are Counterfeits
So Hyun Bae, Nanyang Business School, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Business School, Nanyang Technological University, Singapore
Not All Fakes Are Created Equal: Cultural Differences in Considering Counterfeits
Steven Chan, New York University, USA
Nelson Amaral, University of Minnesota, USA
Session 4:
Consumer Brand Perception
Legacy Suite, Level 2, Marriott Singapore
How Power Influences Consumers’ Response to the Underdog versus Top Dog Persuasive Appeal
Liyin Jin, School of Management, Fudan University, China
Yanqun He, School of Management, Fudan University, China
“Seeing” the Consumer-Brand Relationship: How Physical Positioning Influences Brand Evaluation
Irene Xun Huang, The Chinese University of Hong Kong, Hong Kong
Xiuping Li, National University of Singapore, Singapore
Meng Zhang, The Chinese University of Hong Kong, Hong Kong
The “Dual-Effects” Model of COO and Brand Familiarity in Celebrity Endorsements
Subhadip Roy, IBS Hyderabad, IFHE University, India
Does Paying for Online Product Reviews Pay Off The Effects of Monetary Incentives on Content Creators and
Consumers
Andrew T. Stephen, University of Pittsburgh, USA
Yakov Bart, INSEAD, Singapore
Christilene Du Plessis, INSEAD, Singapore
Dilney Goncalves, IE Business School, Spain

20th December 2012 (Thursday): 12.00pm to 1.00pm
Session 5:
Motivations, Emotions, Risk & Impulse among Asians
Belimbing Room, Level 2, Marriott Singapore
The Effect of Culture on Emotional Reactions to Service Encounters in America, Asia, and Europe
Alexander (Sasha) Fedorikhin, Kelly School of Business, Indiana University, USA
Catherine A. Cole, University of Iowa, USA
Are You What You Eat How Tastes Influence Risk Preferences in Asian Consumers
Saran Wanglee, Chulalongkorn University, Thailand
Ajay Kalra, Rice University, USA
Pavitra Jindhara, Chulalongkorn University, Thailand
The Role of Impulsivity in Impulse Purchasing Decision Making – A Cross-Cultural Comparison
Sarah Hong Xiao, Durham Business School, UK
Michael Nicholson, Durham Business School, UK
Celebrity Worship or Benefit Consideration The Motivations of Consumers’ Bidding for Celebrity’s Second-Hand
Products on Online Auctions
Hsuan-Yi Chou, National Sun Yat-sen University, Taiwan
Session 6:
The Self in Consumption
Legacy Suite, Level 2, Marriott Singapore
From Fan to Fat: Consumption Following the Defeats and Victories of Favorite Sports Teams
Yann Cornil, INSEAD, France
Pierre Chandon, INSEAD, France
All that Glitters Is Gold: The Impact of Identity Threat upon Consumers’ Product Design Choice
Rishtee Batra, Indian School of Business, India
Tanuka Ghoshal, Indian School of Business, India
Seeking Control in Product Acquisition
Charlene Y. Chen, Columbia University, USA
Leonard Lee, Columbia University, USA
Andy J. Yap, Columbia University, USA

20th December 2012 (Thursday): 4.00pm to 5.00pm
Session 7:
Consumer Behavior in Chinese Culture
Nanyang Technological University, Nanyang Business School,
Block S3, Level B3B-41
How Does Cultural Politeness Weaken Exclusionary Reactions toward Foreign Business
Dong-Mei Li, Nanyang Business School, Nanyang Technological University, Singapore
Robert Kreuzbauer, Nanyang Business School, Nanyang Technological University, Singapore
Chi-Yue Chiu, Nanyang Business School, Nanyang Technological University, Singapore
Hean Tat Keh, University of Queensland, Australia
Tracking the Changes in Values for Singaporeans
Tan Soo Jiuan, National University of Singapore, Singapore
Tambyah Siok Kuan, National University of Singapore, Singapore
Lynn R Kahle, University of Oregon, USA
Impact of Spouses’ Past Influence Patterns on Economic Decision-Making:
A Couple-Diary Technique Applied in Vietnamese Households"
Elfriede Penz, Vienna University of Economics and Business, <strong>Institute</strong> for International Marketing Management, Austria
Erich Kirchler, University of Vienna, Faculty of Psychology, Department of Economic Psychology, Educational Psychology and Evaluation, Austria
Session 8:
Social Identity
Nanyang Technological University, Nanyang Business School,
Block S3 Level B3B-42
Motivated Forgetting of Identity-Linked Promotions Following Social Identity Threat
Amy N. Dalton, Hong Kong University of Science and Technology
Li Huang, City University of Hong Kong
The Role of Consumer Identity in Code-Switched Ad Effectiveness
Ying-Ching Lin, National Dong-Hwa University, Taiwan
Kai-Yu Wang, Brock University, Canada
Effects of Benefit Focus and Group Identity on Donation Intention
Kiwan Park, Graduate School of Business, Seoul National University, South Korea
Seojin Lee, Graduate School of Business, Seoul National University, South Korea
Are Judgments Influenced by Knowing That Others Are Also Evaluating A Knowledge Accessibility Account
Claire Tsai, University of Toronto, Canada
Min Zhao, University of Toronto, Canada
Dilip Soman, University of Toronto, Canada

21st December 2012 (Friday): 9.00am to 10.00am
Session 9:
Contemporary Asian Consumer Issues
Belimbing Room, Level 2, Marriott Singapore
Are Companies Being (Un)Fair to the Bottom-of-the-Pyramid Consumer
Reetika Gupta, Lehigh University, USA
Deepa Chandrasekaran, Lehigh University, USA
Consumers’ Perspective on Mobile Phone Marketing
Ir. Mustika Sufiati Purwanegara, Bandung <strong>Institute</strong> of Technology, Indonesia
Ronny Armando Pitojo, Bandung <strong>Institute</strong> of Technology, Indonesia
Mia Tantri Diah Indriani, Bandung <strong>Institute</strong> of Technology, Indonesia
Malleable Preference: A Nation Equity Perspective
Pavitra Jindahra, Chulalongkorn University, Thailand
Surat Teerakapibal, Chulalongkorn University, Thailand
Session 10:
Judgment and Decision Making
Lengkuas Room, Level 2, Marriott Singapore
Tipping Points in Consumer Choice: More than Two Is Where Collections Start
Leilei Gao, The Chinese University of Hong Kong, Hong Kong
Yanliu Huang, LeBow College of Business, Drexel University, USA
Itamar Simonson, Graduate School of Business, Stanford University, USA
All Fun and Games The Impact of Playfulness on Consumer Decision Making
Saran Wangalee, Chulalongkorn University, Thailand
Ajay Kalra, Rice University, USA
More Possessions Can Make Consumers Less Satisfied
Haiyang Yang, INSEAD, Singapore
Ziv Carmon, INSEAD, Singapore
Ravi Dhar, Yale University, USA

21st December 2012 (Friday): 10.30am to 11.30am
Session 11:
Consumer Psychology & Marketing Mix in Asia
Belimbing Room, Level 2, Marriott Singapore
Cultural Differences in Defensive Bias in Response to Deceptive Advertising
Andy H. Ng, York University, Canada
Peter R. Darke, York University, Canada
Culture, Relationship Norms, and Perceived Fairness of Asymmetric Pricing
Haipeng (Allan) Chen, Texas A&M University, USA
Lisa E. Bolton, The Pennsylvania State University, USA
Sharon Ng, Nanyang Technological University, Singapore
In the Aftermath of an Earthquake: The Interactive Role of Self-Construal and Victim Group-Status in Charitable
Behavior
Alix Barasch, University of Pennsylvania, USA
Rod Duclos, Hong Kong University of Science and Technology, Clear Water Bay, Hong Kong
Session 12:
Goals & Affect
Lengkuas Room, Level 2, Marriott Singapore
The Immediate and Delayed Effects of Price Promotions on Post-Purchase Consumption Experience
Claire Tsai, University of Toronto, Canada
Leonard Lee, Columbia University, USA
Wanting to be Happy but Choosing Not to Be: The Influence of Passive versus Active Choice on Mood Repair
Hao Shen, Chinese University of Hong Kong, Hong Kong
Aparna Labroo, University of Toronto, Canada
Unintended Effects of Planning in Goal Striving: Substitution and Amplification
Leona Tam, University of Wollongong, Australia
Jelena Spanjol, University of Illinois, USA
José Antonio Rosa University of Wyoming, USA
For Whom is Attainment Less Alluring The Impact of Cultural Values on Consumers’ Motivation for Goal
Pursuit
Antonios Stamatogiannakis, IE Business School, Calle de Maria de Molina, Spain
Haiyang Yang, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
21st December 2012 (Friday)

Industry Roundtable: Application of Consumer Insights
Ballroom 3: Marriott Singapore
Garick Kea
Senior Manager
Research In Motion Singapore Pte Ltd
Samy Mardolker
Managing Director
ORC International
Balaji Ramanujam
Head, Marketing Centre of Excellence, APAC, Consumer Business Group
3M Innovation Singapore Pte Ltd

Asia immersion
events

Bumboat Ride along Singapore River
Featuring Singapore’s iconic bumboats which have been retrofitted with zero-emission electric engines, this boat
ride gives you an opportunity to learn about the Singapore River’s colorful history while enjoying the
unforgettable skyline.
Night Safari
Night Safari, the world’s first wildlife park for nocturnal animals, is a nine-time winner of the Best Visitor
Attraction Experience, awarded by Singapore Tourism Board. Over 1,000 animals from 115 species (of which
almost 30% are threatened) inhabit the 40-hectare park. The park can be explored either on foot via three
walking trails, or by tram. Night Safari is part of Wildlife Reserves Singapore and is a designated wildlife rescue
center by the governing authority.
Lau Pa Sat Food Market
Formerly known as Telok Ayer Market, Lau Pa Sat Festival Market is located in the hub of Singapore's busy
financial district and has a history that dates back to the Fish Market on the island. It owes its origin to Sir
Stamford Raffles, the founder of modern Singapore.

Program Committee
Name
Russell Belk
Lauren Block
Julian Cayla
Dae Ryun Chang
Chi-Yue Chiu
Alexandar Fedorikhin
David Gal
Iris Hung
Michelle Lee
Xiuping Li
Elison Lim
Vicky Morwitz
Anirban Mukhopadhyay
Sharon Ng
Kiwan Park
Yupin Patara
Jaideep Sengupta
Sanjay Sood
Claire I. Tsai
Monica Wadhwa
Echo Wan Wen
Jane Wang
Nancy Wong
Song Oh Yoon
Meng Zhang
University
York University
CUNY Baruch
Australian School of Business
Yonsei University
Nanyang Technological University
Indiana University
Northwestern University
National University of Singapore
Singapore Management University
National University of Singapore
Nanyang Technological University
New York University
Hong Kong University of Science and Technology
Nanyang Technological University
Seoul National University
Chulalongkorn University
Hong Kong University of Science and Technology
UCLA Anderson School of Management
University of Toronto
INSEAD
The University of Hong Kong
Singapore Management University
University of Wisconsin at Madison
Korea University
Chinese University of Hong Kong
Keynote Speakers
Professor Michel Tuan Pham
Kravis Professor of Business
Columbia Business School, Columbia University
President, Society for Consumer Psychology (SCP)
Professor Angela Y. Lee
Mechthild Esser Nemmers Professor of Marketing
Kellogg School of Management, Northwestern University
President Elect, Association for Consumer Research (ACR)

List of Conference Attendees
Name
Alexander, David
Aprilia, Dwi
Asar, Syed N
Atienza, Lynette Urbano
Bae, Sohyun
Barasch, Alix
Batra, Rishtee
Baumgardt, Antje
Chan, Arthur
Chan, Steven
Chen, Charlene Y
Chen, Jiemiao
Cho, Sunmyoung
Chou, Hsuan-Yi
Chuang, Keng Wei Jason
Chung, Tuck Siong
Cornil, Yann
Dalton, Amy N
Del Rosario, Brian Lim
Du Plessis, Christilene
Duclos, Rod
Fedorikhin, Alexander
Gao, Leilei
Gemmalyn T. , Zamora
Guan, Chong
Gupta, Reetika
Hadi, Rhonda
Han, SuGyeong
Hato, Masahiko
Hauser, Mirjam
Hendricks, Jan Christian
Huang, Irene Xun
Huang, Jianxiong
Ito, Ken
Jiang, Yuwei
Jindahra, Pavitra
Kalra, Ajay
Kang, Sui Lai
Kea, Garick
Kreuzbauer, Robert
Kuo, Tzu-Yin
Kwan, Letty
Affiliation
University of St. Thomas
PT Bintang Toedjoe
JWT
Johnson & Johnson Pte Ltd
Nanyang Technological University
Wharton, UPenn
Indian School of Business
August Storck KG
Health Promotion Board
New York University
Columbia University
Monash University
Yonsei University
National Sun Yat-sen University
Health Promotion Board
Nanyang Technological University
INSEAD
Hong Kong University of Science and
Technology
Quantum Consumer Solutions Pte. Ltd.
INSEAD
Hong Kong University of Science and
Technology
Indiana University
The Chinese University of Hong Kong
Nanyang Technological University
Nanyang Technological University
Lehigh University
Baruch College
Seoul National University
Graduate schoo of Kansai University
Gottlieb Duttweiler <strong>Institute</strong> GDI
August Storck KG
The Chinese University of Hong Kong
Nanyang Technological University
<strong>Institute</strong> on Asian Consumer Insight
Hong Kong Polytechnic University
Sasin Graduate <strong>Institute</strong> of Business
Administration of Chulalongkorn University
Rice University
Quantum Consumer Solutions Pte. Ltd.
Research in Motion
Nanyang Technological University
Nanyang Technological University
Nanyang Technological University

Lee, Seojin Stacey
Li, Dong-mei
Lim, Christine
Lim, Lewis
Lin, Ying-Ching
Liu, Xiaoyan (Jenny)
Liu, Xuan
Lung, Michael
Maehler, Robert
Mardolker, Samy
Moriyoshi, Naoko
Morwitz, Vicki G
Nair, Rekha
Ng, Andy H.
Ng, Sharon
Penz, Elfriede
Pitojo, Ronny Armando
Purwanegara, Mustika Sufiati
Ramanathan, Suresh
Ramanujam, Balaji
Roy, Subhadip
Sasaki, Miho
Shen, Hao
Simonson, Itamar
Spanjol, Jelena
StamatogiannakisAntonios
Sun, Yixia
Tambyah, Siok
Tan, Soo Jiuan
Teerakapibal, Surat
Thiagarajah, Hema
Tsai, Claire
Wang, Di
Wang, Jane
Wanglee, Saran
Wong, Lynn
Wong, Nancy
Yang, Haiyang
Zhang, Kuangjie
Zhang, Meng
Zhang, Yan
Seoul National University
Nanyang Technological University
Nanyang Technological University
Nanyang Technological University
National Dong Hwa University
Nanyang Technological University
Nanyang Technological University
XM-Asia
August Storck KG
ORC international
Keio University
New York University
Quantum Consumer Solutions Pte. Ltd.
York University
Nanyang Technological Unversity
WU Vienna
Bandung <strong>Institute</strong> of Technology (ITB)
Bandung <strong>Institute</strong> of Technology (ITB)
Texas A & M University
3M Innovation Singapore Pte Ltd
IBS Hyderabad, IFHE University
Keio University
Chinese University of Hong Kong
Stanford University
University of Illinois at Chicago
IE Business School - IE University
The Chinese University of Hong Kong
National University of Singapore
National University of Singapore
Sasin Graduate <strong>Institute</strong> of Business
Administration of Chulalongkorn University
XM Asia
University of Toronto
Monash University
Singapore Management University
Sasin Graduate <strong>Institute</strong> of Business
Administration of Chulalongkorn University
INSEAD
University of Wisconsin-Madison
INSEAD
INSEAD
The Chinese University of Hong Kong
National University of Singapore