Preliminary Program - Association for Consumer Research

Dear Conference Participant: 

We warmly welcome you to the 2013 North American Conference of the Association for Consumer Research in Chicago. 

This conference marks the 44th consecutive year in North America. 

This year’s conference theme is “Making a Difference.” It is inspired by the city of Chicago, a bold city that is constantly 

changing and reinventing itself through its architecture, restaurants, arts, nightlife, and music. Its vibrancy reflects the 

many ways in which our ideas, as consumer researchers, can change established perspectives on theory and practice. We 

hope you channel the positive energy of Chicago into this conference to discover, or re-discover, the joy of understanding 

research ideas that make a difference. 

In keeping with the spirit of the conference, we offer several innovations aimed at further enhancing the academic content 

of the program. These include: 

• The Mid-Career Mentorship Program, a forum to connect mid-career faculty with senior mentors 

• Perspectives, integrative knowledge sessions comprising invited talks that overview a research area 

• Workshops, hands-on skill development seminars to provide training on research tools and methods 

• The Keynote address by Malcom Gladwell 

• Thematic organization of working papers into mini-sessions 

We hope you will find all the academic events energising and of course also enjoy the many entertainment events. 

This conference would not be possible without the tireless efforts of many dedicated, wonderful people, in particular, 

Executive Director Rajiv Vaidyanathan, Conference Manager Paula Rigling, website guru Aleksey Cherfas, Membership 

Executive Manager Praveen Aggarwal, Communication Executive Manager Ekant Veer, administrative assistants 

Elisabeth Hajicek, Laura Nagle, and Aaron Christen. 

A big thank you to co-chairs of various tracks, including Leonard Lee and Wendy Liu (Working Papers), Anirban 

Mukhopadhyay and David Wooten (Perspectives, Roundtables, and Workshops), Marylouise Caldwell and Paul Henry 

(Film Festival), Derek Rucker and Jaideep Sengupta (Doctoral Symposium), Nidhi Agrawal and Jonathan Levav (Mid- 

Career Mentorship Program), Kelly Goldsmith, Tom Meyvis, Leif Nelson, Joachim Vosgerau (Entertainment Committee), 

Rajesh Bagchi and Susan Dobscha (Q&A with Journal Editorial Review Board Members), as well as to David Bell, 

Robert Meyer, Keith Niedermeier, and Americus Reed II (Brand Inequity band members) and Ashesh Mukherjee (DJ 

Ash). 

We are also deeply grateful to our Program Committee, Competitive Paper Review Board Members, Competitive Paper, 

Working Paper, and Film Reviewers, to faculty who volunteered time for the Doctoral Symposium and the Mid-Career 

Mentorship Program, to colleagues who were there throughout the year to advise and help us in countless ways, to 

everyone who submitted their best research ensuring we could come up with a stellar program, and to Angela Y. Lee, 

President ACR 2013, who gave us the opportunity to organize this conference. 

Simona Botti, London Business School, UK 

Aparna Labroo, Northwestern University, USA 

ACR 2013 Conference Co-Chairs 

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Thursday, October 3, 2013 

7:00am - 7:00pm 

7:30am - 4:30pm 

11:00am - 4:30pm 

1:00pm - 2:00 pm 

2:00pm - 4:30pm 

3:30pm - 5:00pm 

4:30pm - 6:30pm 

6:30pm - 8:30pm 

Friday, October 4, 2013 

Program Overview 

ACR REGISTRATION - DOCTORAL SYMPOSIUM & CONFERENCE (Bays - 4th Floor) 

ACR DOCTORAL SYMPOSIUM (Bays - 4th Floor) 

ACR BOARD OF DIRECTORS MEETING (Price Room) 

SCP EXECUTIVE COMMITTEE MEETING (Grant Park Room) 

MID-CAREER MENTORSHIP PROGRAM (Terzo Piano Chicago Art Institute) 

SCP BOARD MEETING (Grant Park Room) 

JCR EDITORIAL REVIEW BOARD RECEPTION & MEETING (Empire Ballroom) 

WELCOME RECEPTION (Grand Ballroom) 

7:00am - 7:00pm ACR REGISTRATION (Bays - 4th Floor) 

7:00am - 8:00am ACR CONTINENTAL BREAKFAST 

7:00am - 8:00am KEITH HUNT NEWCOMERS BREAKFAST (Monroe Room) 

8:00am - 5:00pm FILM FESTIVAL (Chicago Room) 

8:00am - 9:15am SESSION 1 

9:15am - 9:30am COFFEE BREAK 



11:00am - 12:15pm SESSION 3 

12:15pm - 1:45pm PRESIDENTIAL LUNCHEON (Grand Ballroom) 

2:00pm - 3:15pm SESSION 4 

3:15pm - 3:30pm COFFEE BREAK 


5:00pm - 6:30pm MALCOLM GLADWELL KEYNOTE ADDRESS (Grand Ballroom) 

6:30pm - 8:30pm POSTER SESSION & RECEPTION (Exhibit Hall) 

Saturday, October 5, 2013 

6:00am - 7:30am ZUMBA (Adams Room) 

7:00am - 5:00pm ACR REGISTRATION (Bays - 4th Floor) 

7:00am - 8:00am ACR CONTINENTAL BREAKFAST 

7:00am - 9:00am JCR ASSOCIATE EDITORS BREAKFAST & MEETING (Kimball Room) 

8:00am - 6:00pm FILM FESTIVAL (Chicago Room) 

8:00am - 3:30pm POSTER EXHIBITION (Exhibit Hall) 





11:00am - 12:15pm SESSION 8 

12:15pm - 1:45pm ACR AWARDS LUNCHEON & BUSINESS MEETING (Grand Ballroom) 


3:15pm - 3:30pm COFFEE BREAK 


3:30pm - 5:00pm JCP ASSOCIATE EDITORS BUSINESS MEETING (Kimball Room) 

5:00pm - 7:00pm JCP EDITORIAL REVIEW BOARD RECEPTION & MEETING (Crystal Ballroom) 

5:00pm - 6:15pm WORKSHOP SESSIONS (Adams, Salons 1, 3, 4-6, 7-9, 12) 

7:30pm - midnight GRAND FINALE @ HOUSE OF BLUES 

Sunday, October 6, 2013 

7:30am - noon 

9:30am - 11:00am 

10:30am - 11:30am 

JCR POLICY BOARD MEETING (Buckingham Room) 

ARCHITECTURAL BOAT TOUR 

ART INSTITUTE OF CHICAGO GUIDED TOUR 

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ACR REGISTRATION - DOCTORAL SYMPOSIUM & CONFERENCE 

7:00am - 7:00pm 

Bays - 4th Floor 

ACR DOCTORAL SYMPOSIUM 

7:30am - 4:30pm 


Sponsored by 

Journal of Consumer Research 

Marketing Science Institute 

ACR BOARD OF DIRECTORS MEETING 

11:00am - 4:30pm 

Price Room 

SCP EXECUTIVE COMMITTEE MEETING 

1:00pm - 2:00pm 

Grant Park Room 

MID-CAREER MENTORSHIP PROGRAM 

2:00pm - 4:30pm 

Terzo Piano Chicago Art Institute 

Sponsored by 

Qualtrics 

Meet @ Bays - 4th Floor at 1:30pm for a group walkover or Terzo Piano at 2:00pm 

SCP BOARD MEETING 

3:30pm - 5:00pm 


JCR EDITORIAL REVIEW BOARD RECEPTION & MEETING 

4:30pm - 6:30pm 

Empire Ballroom 

(By Invitation Only) 

WELCOME RECEPTION 

6:30pm - 8:30pm 

Grand Ballroom 

Sponsored by 

Kellogg School of Management Northwestern University 

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ACR REGISTRATION 

7:00am - 7:00pm 


ACR CONTINENTAL BREAKFAST 

7:00am - 8:00am 

KEITH HUNT NEWCOMERS BREAKFAST 

7:00am - 8:00am 

Monroe Room 


FILM FESTIVAL 

8:00am - 5:00pm 

Films have 10 minutes Q&A after their first screening 

Film Festival I (8:00am - 9:15am) (Chicago) 

Film Festival II (9:30am - 10:45am) (Chicago) 

Film Festival III (11:00am - 12:15pm) (Chicago) 

Film Festival IV (2:00pm - 3:15pm) (Chicago) 

Film Festival V (3:30pm - 5:00pm) (Chicago) 

SESSION 1 

8:00am - 9:15am 

1.1 Consumer Mindsets: Justifying, Comparing, & Competing (Crystal) 

1.2 Making Sense of Sensory Cues: Influences on Cognitions (Salon 2) 

1.3 Consumers’ Prosocial Motives & Decision-Making (Salon 3) 

1.4 The Uncertain Consumer (Salon 4 & 5) 

1.5 The Techno Shopper: Consumer Interactions with Mobile & Digital Technologies (Salon 12) 

1.6 Effects of Self-Affirmation on the Personal Self & the Interpersonal Self (Salon 6) 

1.7 Feeling Contrary Comparison Effects in Consumer Choices (Salon 7) 

1.8 Feelings in Goal Pursuit (Salon 8 & 9) 

1.9 Navigating the Rise of Media & Celebrity (Wilson) 

1.10 Targeting Consumers Through Product Design & Customization (Salon 10) 

1.11 Let's Get Some Culture! (Salon 1) 

1.12 Looking Soft, Thinking Sharp: From Measuring Expressions and Thinking to Considering the Implications 

(Madison) 

COFFEE BREAK 

9:15am - 9:30am 

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SESSION 2 

9:30am - 10:45am 

2.1 From the Bedroom to the Bank: Novel Insights into Sex & Consumer Choice (Crystal) 

2.2 Light, Touch, & Emptiness: Embodiment Effects on Reward Seeking (Salon 2) 

2.3 Choice Architecture in Consumer Contexts (Salon 3) 

2.4 What’s Love Got to Do with It Close Relationships & Consumer Behavior (Salon 4 & 5) 

2.5 How Audience Factors Influence Word-of-Mouth (Salon 12) 

2.6 Charitable Giving (Salon 6) 

2.7 Shifting Inferences: Malleability in Consumption Decisions (Salon 7) 

2.8 Self-Threat & Self-Enhancement (Salon 8 & 9) 

2.9 Mindful Consumption (Wilson) 

2.10 Cultural Complexities (Salon 10) 

2.11 On Feeling Powerful & In Control (Salon 1) 

2.12 Roundtable: Changing the Way We Think About Consumer Financial Decision-Making: Bridging Theory, 

Practice, & Relevance in Household Financial Decision-Making (Indiana) 

2.13 Latin America ACR 2014 Planning Meeting (Open to All) (Madison) 

COFFEE BREAK 

10:45am - 11:00am 

SESSION 3 

11:00am - 12:15pm 

3.1 Perspectives: Branding (Sponsored by Journal of Consumer Psychology) (Crystal) 

3.2 Emotion as Social Information: Interpersonal Effects of Pride, Embarrassment, & Sadness (Salon 2) 

3.3 Prosocial Choices & Consequences (Salon 3) 

3.4 Making the Best of Uncertainty: The Role of Message Framing, Processing Style, & Risk Aggregation (Salon 4 

& 5) 

3.5 Social Goals & Word of Mouth (Salon 12) 

3.6 The Upside & Downside of Visual Inputs (Salon 6) 

3.7 A Play for Power: Exploring the Ways Consumption Marks Social Stratifications (Salon 7) 

3.8 Cleanliness & Morality as Cover for Guilt, Loneliness, Rigidity, & Waste (Salon 8 & 9) 

3.9 Preference for Inferior Outcomes & More Effort (Wilson) 

3.10 A Variety of Papers on Variety, Choice Sets, & Categories (Salon 10) 

3.11 Goal Contents: Importance, Time, Self-Other, or Culture (Salon 1) 

3.12 Roundtable: Mechanical Turk 2.0: Issues, Limitations, & Solutions for Collecting Data (Indiana) 

PRESIDENTIAL LUNCHEON 

12:15pm - 1:45pm 


Sponsored by 


Qualtrics 

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SESSION 4 

2:00pm - 3:15pm 

4.1 Perspectives: Motivation (Sponsored by Journal of Consumer Psychology) (Crystal) 

4.2 Examining the “Me” in Emotion: How Emotion & Different Aspects of the Self Influence Self-Control (Salon 2) 

4.3 Choices & the Self From Cognition to Motivation to Physical Expression (Salon 3) 

4.4 Redistribution & Social Justice in Consumer Behavior (Salon 4 & 5) 

4.5 Sharing Information: A Focus on the Sharer’s Motives & Feelings (Salon 12) 

4.6 Re-Interpreting Culturally Construed Consumption & Its Embodiment Within the Female Body (Salon 6) 

4.7 Anthropomorphism: New Insights & Implications (Salon 7) 

4.8 The Moral Consumer (Salon 8 & 9) 

4.9 Disclosing Dirty Deeds & Painful Truths (Wilson) 

4.10 Consumer Identity & Relationships: What We Say & What We Buy (Salon 10) 

4.11 Understanding Non-Conscious Effects in Consumer Judgments (Salon 1) 

4.12 Roundtable: Making a Difference in Different Ways: Unleashing the Power of Collaborative Research Teams 

to Enhance Consumer Well-being (Indiana) 

COFFEE BREAK 

3:15pm - 3:30pm 

SESSION 5 

3:30pm - 4:45pm 

5.1 Perspectives: Identity & Social Influences (Sponsored by Journal of Consumer Psychology) (Crystal) 

5.2 Pain or Gain: Comparative Thinking & Consumer Well-Being (Salon 2) 

5.3 Beyond Reciprocity: Examining the Interplay Between Money & Relationships (Salon 3) 

5.4 When the Choosing Gets Rough: Incidental Factors that Increase Choice Difficulty (Salon 4 & 5) 

5.5 Virtual Lives (Salon 12) 

5.6 Round, Precise, & Human: How People Evaluate Numerical Information (Salon 6) 

5.7 On Trade-offs, Risk, & Desire: Decision Strategy & Choice (Salon 7) 

5.8 What Thoughts Count Some Ways in Which Gift Selection Affects the Giver (Salon 8 & 9) 

5.9 Q&A with Journal Editorial Review Board Members (Wilson) 

5.10 Incentivizing Consumers to Do Good & Stay Good (Salon 10) 

5.11 Framing Effects on Persuasion (Salon 1) 

5.12 Designing Marketspaces (Madison) 

MALCOLM GLADWELL KEYNOTE ADDRESS 

5:00pm - 6:30pm 


"DAVID & GOLIATH" 

Sponsored by 

Rotman School of Management University of Toronto 

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POSTER SESSION & RECEPTION 

6:30pm - 8:30pm 

Exhibit Hall 

Sponsored by 

Journal of Marketing Research 

01 Advertising & Communication 

02 Affect & Emotions 

03 Age, Race, & Gender 

04 Anti-Consumption & Consumer Resistance 

05 Brand Relationships 

06 Branding 

07 Cause-Related Marketing 

08 Charity & Gift Giving I 

09 Charity & Gift Giving II 

10 Child/Adolescent Consumption 

11 Consumerism & Consumer Culture 

12 Cultural Differences 

13 Embodied Cognition 

14 Food Choice & Healthy Consumption 

15 Goals & Motivation 

16 Guilt, Ethics, & Morality 

17 Health Communication 

18 Hedonic Consumption 

19 Individual Differences 

20 Judgment & Decision Making 

21 Persuasion & Persuasion Knowledge 

22 Preference & Choice 

23 Pricing & Promotion 

24 Product Innovation & Customization 

25 Self-Control & Self-Regulation 

26 Self Concept & Group Identity 

27 Sensory Marketing & Perception 

28 Shopping & Retailing 

29 Social Influence 

30 Social Media & the Consumer 

31 Social Media & the Firm 

32 Sustainable Marketing 

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ZUMBA 

6:00am - 7:30am 

Adams Room 

Taught by: Naomi Mandel & Antonia Mantonakis, licensed Zumba instructors 

Wear comfortable clothes and tennis shoes; water and towels available in the room 


7:00am - 5:00pm 



7:00am - 8:00am 

JCR ASSOCIATE EDITORS BREAKFAST & MEETING 

7:00am - 9:00am 

Kimball Room 

FILM FESTIVAL 

8:00am - 6:00pm 


Film Festival VI (8:00am - 9:15am) (Chicago) 

Film Festival VII (9:30am - 10:45am) (Chicago) 

Film Festival VIII (11:00am - 12:15pm) (Chicago) 

Film Festival IX (2:00pm - 3:15pm) (Chicago) 

Film Festival X (3:30pm - 5:00pm) (Chicago) 

Film Festival XI (5:15pm - 6:00pm) (Chicago) 

POSTER EXHIBITION 

8:00am - 3:30pm 

Exhibit Hall 

SESSION 6 

8:00am - 9:15am 

6.1 Perspectives: Sensations (Sponsored by Journal of Consumer Psychology) (Crystal) 

6.2 Of Simple & Social Excuses to Indulge (Salon 2) 

6.3 How Thinking About Money Changes Goal Pursuit (Salon 3) 

6.4 Getting Out What You Put In: Drivers & Consequences of Consumer Effort (Salon 4 & 5) 

6.5 Exploring the Dynamics & Durability of Stigma (Salon 12) 

6.6 The Time of Our Lives: The Role of Time in Consumer Well-Being (Salon 6) 

6.7 Happiness Over Time (Salon 7) 

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6.8 How Motivation, Duration, Brands, & Age Shape Memory (Salon 8 & 9) 

6.9 Funny, Sad, or Regretful: Antecedents & Consequences of Affective Experiences (Wilson) 

6.10 Decisions Under Risk & Uncertainty (Salon 10) 

6.11 Social Comparison & Social Consumption (Salon 1) 

6.12 From Manipulation & Harm to Reputation & Relationship: Key Branding Insights (Madison) 

COFFEE BREAK 

9:15am - 9:30am 

SESSION 7 

9:30am - 10:45am 

7.1 Perspectives: Wellbeing (Sponsored by Journal of Consumer Psychology) (Crystal) 

7.2 Psychological Factors that Influence Healthiness Perceptions & Healthy Choices (Salon 2) 

7.3 Associative Learning in Branding (Salon 3) 

7.4 How to Enhance Value & Motivate Action: New (Counterintuitive) Perspectives (Salon 4 & 5) 

7.5 Doing Good Research: Methodological Issues (Salon 12) 

7.6 Expanding the Theoretical Boundaries of Consumer Acculturation: Investigating the Role of Institutional 

Forces & Nostalgic Consumption (Salon 6) 

7.7 The Psychology of Being Untrue: The Processes & Consequences of Consumer Dishonesty (Salon 7) 

7.8 Hedonic Dynamics (Salon 8 & 9) 

7.9 Let's Talk About It: Factors Influencing Word-of-Mouth Content (Wilson) 

7.10 The Age of Consumers (Salon 10) 

7.11 With Empty Belly & Empty Pockets: Resource Scarcity Effects on Judgment & Behavior (Salon 1) 

7.12 Beliefs & Inferences in Consumer Judgment (Madison) 

7.13 ACR 2014 Planning Meeting (By Invitation Only) (Indiana) 

COFFEE BREAK 

10:45am - 11:00am 

SESSION 8 

11:00am - 12:15pm 

8.1 Perspectives: Feelings (Sponsored by Journal of Consumer Psychology) (Crystal) 

8.2 Unleashed Restraint: Feeding the Psychological Needs of Restrained Eaters (Salon 2) 

8.3 Understanding Intertemporal Preferences to Foster Consumer Well-Being: Increasing Patience & Goal Pursuit 

(Salon 3) 

8.4 Consumer Behavior under Severe Restriction: A Look at Differences between Affluent & Impoverished People 

(Salon 4 & 5) 

8.5 It’s Not Just About You: Social Influences on Creative Outcomes (Salon 12) 

8.6 Irrational Biases (Salon 6) 

8.7 Valuations of Prospects & Risk (Salon 7) 

8.8 Transformative Consumer Neuroscience (Salon 8 & 9) 

8.9 The Emotional Side of Identity Tensions (Wilson) 

8.10 Point-of-Sale Decision Making, Service Failures, & Service Recovery (Salon 10) 

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8.11 Of Schemas, Scripts, & Construals: Processing Style Effects on Evaluation (Salon 1) 

8.12 Roundtable: Consumption Addiction: A Research Agenda of the Progression from Adaptive to Maladaptive 

Categories of Consumption Behaviors (Indiana) 

ACR AWARDS LUNCHEON & BUSINESS MEETING 

12:15pm - 1:45pm 


SESSION 9 

2:00pm - 3:15pm 

9.1 ACR Fellows Address (Crystal) 

9.2 Indulgent or Industrious How Seemingly Separate Events Influence Our Consumption Choices (Salon 2) 

9.3 Antecedents of, Predictions About, & Responses to Financial Constraints (Salon 3) 

9.4 Understanding Consumers' Perception of & Responses to Scarcity Cues (Salon 4 & 5) 

9.5 Creating & Resolving Tensions: Exploring the Different Effects Materialism Has on Consumers & Society 

(Salon 12) 

9.6 Consumer Engagement in Service Relationships: The Good, the Bad, & the Ugly (Salon 6) 

9.7 Understanding & Influencing Pro-Social, Anti-Social & Moral Behavior (Salon 7) 

9.8 Sharing Information: Word of Mouth Creation & Consumption (Salon 8 & 9) 

9.9 The Price is Right: Price Perception by Consumers (Wilson) 

9.10 Food Decision Making (Salon 10) 

9.11 Anomalies in Product Evaluation & Choice (Salon 1) 

9.12 Roundtable: Best Practices for Behavioral Lab & Subject Pool Management (Indiana) 

COFFEE BREAK 

3:15pm - 3:30pm 

SESSION 10 

3:30pm - 4:45pm 

10.1 Exploring the Self in Self-Regulation: Unexpected Impacts on Goal Engagement (Crystal) 

10.2 Nudging Consumers in the Right Direction: Effective Interventions for Tackling Obesity (Salon 2) 

10.3 Look Who’s Talking: Linguistic Signaling in C2C & B2C Communication (Salon 3) 

10.4 Making a Difference with Metal Pieces: New Findings on Seeing, Possessing, & Losing Money (Salon 4 & 5) 

10.5 From Encoding, to Protecting, to Retrieving: Understanding the Interplay between Social Identity & 

Consumer Memory (Salon 12) 

10.6 Green & Healthy: Doing Good for the Environment & for People (Salon 6) 

10.7 Liking Products: What's Brand Got to Do With It (Salon 7) 

10.8 Back to the Future: New Perspectives on Time (Salon 8 & 9) 

10.9 Off-the-Map Experiential Consumption (Wilson) 

10.10 Learning to Like (Salon 10) 

10.11 Building Commitment in Choices (Salon 1) 

10.12 Roundtable: Consumption & Heritage (Indiana) 

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JCP ASSOCIATE EDITORS BUSINESS MEETING 

3:30pm - 5:00pm 

Kimball Room 

JCP EDITORIAL REVIEW BOARD RECEPTION & MEETING 

5:00pm - 7:00pm 

Crystal Ballroom 


WORKSHOP SESSIONS 

5:00pm - 6:15pm 

Skill Development Series 

Mediation Practicum - Hayes Method, Indirect Effects, & Bootstrapping (Salons 7-9) 

Mediation, Contrasts, & LISREL (Salon 1) 

Designing QUALTRICS Studies (Salons 4-6) 

How to Make a Good Consumer Research Video (Salon 3) 

Journal of Consumer Research New Reviewer Training (Adams) 

Journal of Consumer Research Advanced Reviewer Training (Salon 12) 

GRAND FINALE @ HOUSE OF BLUES 

7:30pm - midnight 

329 N. Dearborn St., between Kinzie St. and Wacker Dr. 

Food, Open Bar, Brand Inequity Live Concert, DJ Ash 

Sponsored by 

London Business School 

The House of Blues is a short 10-minute walk from the hotel. Transportation is not provided. 

Student volunteers will direct attendees to the venue from the hotel between 7:15pm and 7:45pm 

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JCR POLICY BOARD MEETING 

7:30am - noon 

Buckingham Room 


9:30am - 11:00am 

(Optional - Registration Required) 

Meet @ Bay - 4th Floor at 9:00am for a group walkover or Riverside Gardens (Michigan Avenue & Wacker Drive, the 

Southeast corner of the Michigan Avenue Bridge) at 9:25am 


10:30am - 11:30am 


Meet @ Bay - 4th Floor at 10:10am for a group walkover or west wall of the Monroe Street Entrance of the Art Institute, 

directly across from the admissions counter, at 10:25am 

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ACR REGISTRATION - DOCTORAL SYMPOSIUM & CONFERENCE 

7:00am - 7:00pm 


ACR DOCTORAL SYMPOSIUM 

7:30am - 4:30pm 


Sponsored by 

Journal of Consumer Research 

Marketing Science Institute 

ACR BOARD OF DIRECTORS MEETING 

11:00am - 4:30pm 

Price Room 

SCP EXECUTIVE COMMITTEE MEETING 

1:00pm - 2:00 pm 


MID-CAREER MENTORSHIP PROGRAM 

2:00pm - 4:30pm 

Terzo Piano Chicago Art Institute 

Sponsored by 

Qualtrics 

Meet @ Bays - 4th Floor at 1:30 pm for a group walkover or Terzo Piano, Art Institute of Chicago at 2:00 pm. 

SCP BOARD MEETING 

3:30pm - 5:00pm 


JCR EDITORIAL REVIEW BOARD RECEPTION & MEETING 

4:30pm - 6:30pm 

Empire Ballroom 


WELCOME RECEPTION 

6:30pm - 8:30pm 


Sponsored by 


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7:00am - 7:00pm 



7:00am - 8:00am 

KEITH HUNT NEWCOMERS BREAKFAST 

7:00am - 8:00am 

Monroe Room 


FILM FESTIVAL 

8:00am - 5:00pm 


Film Festival I (8:00am - 9:15am) 

Room: Chicago 

1. Coffee Shops Yesterday, Running Groups Today: Consumption Communities as the New Address for Oldenburg's Third Places 

(20 min) 

Giridhar Ramachandran, Indian Institute of Technology Madras, India* 

Richa Agrawal, Indian Institute of Technology Madras, India 

Ramon Oldenburg coined the name ‘third places’ to social gathering places outside of home and work, and felt that the vanishing third 

places were a reason for the decline of community. Through participant observation and interviews this study explores the possibility 

of considering consumption communities as present day third places. 

2. Traveling Into Tourist Souvenirs (30 min) 

Alain Decrop, University of Namur, Belgium* 

Julie Masset, University of Namur, Belgium* 

This videography invites you to travel inside tourist souvenirs around the world. The film shows that souvenirs often are considered as 

special possessions that help consumers remember and extend their trips in time, space and the social network. It also highlights the 

hierophanous role of souvenirs as messengers of meanings. 

Film Festival II (9:30am - 10:45am) 

Room: Chicago 

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1. It's a Girl Thing (58 min) 

Shannon Silva, University of North Carolina Wilmington, USA* 

Andre Silva, University of North Carolina Wilmington, USA* 

Donna King, University of North Carolina Wilmington, USA* 

Tiffany Albright, University of North Carolina Wilmington, USA 

Framed by the structure of a faux interactive website for tween girls, "It's a Girl Thing" speaks with consumer critics, tween brand 

marketers, girls, moms, and educators to explore the seemingly benign cultural universe of candy-coated, pastel-colored, hypercommercialized 

girl culture (and the tween queen phenomenon) to reveal the complex and contradictory messages directed at today's 

young girls. 

Film Festival III (11:00am - 12:15pm) 

Room: Chicago 

1. Citizen Consumer (29 min) 

Sonya Grier, American University, USA* 

What does it mean to be a consumer in a context which emphasizes social goals as key to citizenship This film explores the evolving 

notion of citizen/consumer in Cuba at a time of shifting market dynamics and cultural change. 

2. Entertained to Excess: The Contemporary Practices of Boredom (21 min) 

Henri Myöhänen, Aalto University School of Economics, Finland* 

Joel Hietanen, Aalto University School of Economics, Finland* 

Perhaps it is not surprising that the concept of boredom has not received much interest in consumer research in our media saturated 

consumer culture. This videography illustrates, from a Heideggerian perspective, how boredom becomes embodied in the lives of 

consumer seeking extreme thrills. We find that a world which bombards us with distractions in the form of various types of 

entertainment may have its dark side that perpetuates the very experience of boredom we wish to desperately escape in our pleasureobsessed 

age. 

Film Festival IV (2:00pm - 3:15pm) 

Room: Chicago 

1. Entre-deux-mondes: Shaping of Artistic Projects in a Local Music Scene (31 min) 

Joonas Rokka, Rouen Business School, France* 

Baptiste Cléret, University of Rouen, France* 

Alice Sohier, University of Picardie, France* 

This video continues research on music from a scenes perspective. By studying local indie music producers in France, we 

conceptualize "artistic projects" of indie music producers as a particular cultural universe that is embedded in scenes and shaped by an 

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assemblage of market actors. 

2. Consuming the Contradiction (17 min) 

Joel Hietanen, Aalto University, Finland* 

John Schouten, Aalto University,Finland* 

Iiro Vaniala, Aalto University, Finland* 

In 'Consuming the Contradiction' we produce a mashup of the footage shot at the Flow music festival in Helsinki. The stories reveal 

further insights into the acts of demythologization and contradiction in what has been coined hipster consumption. 

Film Festival V (3:30pm - 5:00pm) 

Room: Chicago 

1. The Runners' (R)evolution (24 min) 

Caroline Graham Austin, Montana State University, USA* 

Conor Benson, Bluejack Productions, USA 

Running is more popular than ever in the United States, and a vocal minority of runners have decided to eschew traditional footwear 

(a-shoe, perhaps) in favor of minimal shoes, or no shoes at all. They find the experience to be transformative for both their bodies and 

spirits. 

2. A Pen (8 min) 

Anastasia Seregina, Aalto University School of Business, Finland* 

Norah Campbell, Trinity College Dublin, Ireland 

Bernardo Figueiredo, University of Southern Denmark, Denmark 

Hannu Uotila, Rakettijengi Tuotannot Oy, Finland 

What might an object-oriented philosophy look like This video places a mundane object, a pen, at the center of meaning-making by 

plotting its mode of being as something other than anthropological or instrumental. The pen co-constitutes reality with human actors. 

Where does agency end and passive materiality begin 

3. Towards Consumption of Biased Imagery (12 min) 

Inga Jonaityte, Ca' Foscari University of Venice, Italy* 

Olivija Douris, Philadelphia Art Institute, USA* 

Recent far-reaching transformations in the field of photography have accelerated the creation of inexpensive crowd-generated “photo 

archives,” reducing the demand for more expensive professional and objective imagery. This film explores the irreversibly shrinking 

path for traditional photojournalism, altering production, distribution and the consumption patterns of unbiased and representative 

photographic truth. 

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SESSION 1 

8:00am - 9:15am 

1.1 Consumer Mindsets: Justifying, Comparing, & Competing 

Room: Crystal 

Co-chairs: Alison Jing Xu, University of Toronto, Canada 

Aner Sela, University of Florida, USA 

1. Justification Mindset: How Hedonic vs. Utilitarian Purchase Influences Subsequent Choice 

Uzma Khan, Stanford University, USA* 

Qing Yao, University of Science and Technology Beijing, China 

Ravi Dhar, Yale University, USA 

We examine how hedonic consumption differs from utilitarian consumption in affecting consumers’ subsequent decision-making. 

Unlike utilitarian purchases, hedonic consumption induces a justification mindset, which subsequently shifts preferences towards 

easy-to-justify actions. Implications of a justification mindset are examined for consumers’ willingness-to-buy, as well as for what 

they choose to purchase. 

2. The Comparative Mindset and Managerial Decision Making: Theory Extensions and Boundary Conditions 

Christine Moorman, Duke University, USA 

Alison Jing Xu, University of Toronto, Canada* 

Vivian Yue Qin, Duke University, USA 

Activating a comparative mindset not only increases managers’ likelihood of making hypothetical purchases, but also elevates their 

spending levels in real business decisions. These effects are demonstrated in both lab studies and quasi-experiments evoking the 

comparative mindset. We also explicate the processes and identify the moderators associated with this effect. 

3. Competitive Mindset: Does Scarcity Call for Selfishness 

Caroline Roux, Northwestern University, USA* 

Kelly Goldsmith, Northwestern University, USA 

Andrea Bonezzi, New York University, USA 

We show that priming the concept of scarcity activates a competitive mindset, which affects subsequent judgments and behaviors by 

motivating people to pursue self-focused goals. These predictions are tested across five studies, which provide novel insights into the 

psychology of scarcity and its effects on consumer judgment and decision making. 

4. Beating the Market: Competitive Mindset and the Allure of Unintended Value 

Aner Sela, University of Florida, USA* 

Itamar Simonson, Stanford University, USA 

Ran Kivetz, Columbia University, USA 

Marketplace interaction often activates a competitive mindset and a desire to outsmart the market(er). We show that this competitive 

mindset leads consumers to perceive offers that seem to fit their preferences by coincidence, without the marketer’s intent, as better 

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argains than offers presented as designed to fit them. 

1.2 Making Sense of Sensory Cues: Influences on Cognitions 

Room: Salon 2 

Co-chairs: Donnel Briley, University of Sydney, Australia 

Shanker Krishnan, Indiana University, USA 

1. Embodied Gentleness Effect: The Influence of Hand Movements on Food Preferences 

En Li, Central Queensland University, Australia* 

Donnel Briley, University of Sydney, Australia* 

Gerald Gorn, The Hong Kong Polytechnic University, China* 

We demonstrate that hand movement gentleness shapes consumer preferences toward food with different haptic hardness and that this 

embodied gentleness effect is robust across variations in hand movement priming (temporary or chronic) and haptic cues (verbal or 

physical). Moreover, this embodiment effect is moderated by individual differences in self-monitoring. 

2. Yes, “Touch” Matters: The Impact of Touch on Consumer Creativity 

Heeryung Kim, Indiana University, USA* 


In consumer creativity, haptics plays an important role. It is effective in facilitating learning and memory as well as provides fun 

experience. However, due to surge of online consumption contexts, haptic cues become less accessible. In this paper, we discuss the 

potential benefits of haptics to foster creative consumption. 

3. The Effects of Color vs. Black-and-White on Information Processing 

Hyojin Lee, Ohio State University, USA* 

Xiaoyan Deng, Ohio State University, USA 

H. Rao Unnava, Fisher College of Business, Ohio State University, USA 

In this research, we examine the effects of color on information processing. Five studies show that people process the central elements 

of both color and black-and-white pictures spontaneously. However, color pictures draw a person’s attention to the peripheral 

elements of a picture as well, more so than black-and-white pictures. 

4. Can Sensory Stimulation Decrease Rumination An Exploration of the Influence of Senses on Repeated Mental Simulation 

Gaël Bonnin, Reims Management School, France* 

Alain Goudey, Reims Management School, France 

Although rumination has important consequences for consumers, little is known about the means to decrease its intensity. In two 

studies we show that visual ambiance (study 1) and scent and music (study 2) can decrease rumination. Two processes that could 

explain these results are proposed: emotional activation and physiological activation. 

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1.3 Consumers’ Prosocial Motives & Decision-Making 

Room: Salon 3 

Co-chairs: Leif D. Nelson, University of California Berkeley, USA 

Minah H. Jung, University of California Berkeley, USA 

1. Powering up With Indirect Reciprocity in a Large-Scale Field Experiment 

Erez Yoeli, Federal Trade Commission, USA* 

Moshe Hoffman, University of California San Diego, USA 

David G. Rand, Yale University, USA 

Martin A. Nowak, Harvard University, Program for Evolutionary Dynamics, USA 

We provide real-world evidence of the importance of observability in supporting large-scale cooperation. We show that observability 

triples participation in an energy efficiency program, and is over four times as effective as offering a $25 monetary incentive. 

Furthermore, we provide evidence that reputational concerns are driving our observability effect. 

2. Signaling Virtue: Charitable Behaviors under Consumer Elective Pricing 

Minah H. Jung, University of California Berkeley, USA* 

Leif D. Nelson, University of California Berkeley, USA 

Ayelet Gneezy, University of California San Diego, USA 

Uri Gneezy, University of California San Diego, USA 

In four field experiments (N= 58,501), we investigate how consumers socially signal their charitable identity under pay-what-youwant 

pricing. We find that consumers are sensitive to signal type (commercial vs. charitable) but insensitive to signal scale. We 

observe these behaviors in both purchase likelihood and purchase prices. 

3. Benefiting from Inequity Promotes Prosociality 

Yoel Inbar, Tilburg University, The Netherlands* 

Emily Zitek, Cornell University, USA 

Alexander Jordan, Dartmouth College, USA 

When people see themselves as having benefited unfairly, they subsequently act more prosocially. Participants who had been 

rewarded despite poor performance were subsequently more likely to donate to charity (Study 1); more willing to volunteer for a good 

cause (Study 2); and more helpful (Study 3). 

4. Selfish or Selfless On the Signal Value of Emotion in Altruistic Behavior 

Alixandra Barasch, University of Pennsylvania, USA* 

Emma E. Levine, University of Pennsylvania, USA 

Jonathan Berman, University of Pennsylvania, USA 

Deborah Small, University of Pennsylvania, USA 

We examine when consumers gain credit for good deeds. Contrary to theories that decry emotions as selfish, people view emotions as 

authentic, and therefore deserving of charitable credit. Further, feeling good as a result of giving is viewed positively, unless someone 

explicitly claims to have been motivated by emotional benefits. 

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1.4 The Uncertain Consumer 

Room: Salon 4 & 5 

Co-chairs: Charles Zhang, Boston College, USA 

Gülden Ülkümen, University of Southern California, USA 

1. Distinguishing Two Forms of Consumer Uncertainty 

Gülden Ülkümen, University of Southern California, USA* 

David Tannenbaum, University of California Los Angeles, USA 

Craig Fox, University of California Los Angeles, USA 

We show that consumers reliably distinguish epistemic (knowledge-based) uncertainty from aleatory (stochastic) uncertainty in their 

rating of events. These ratings predict evaluations of credit/blame and luckiness/unluckiness for good/bad outcomes and mediate 

hindsight bias. Moreover, consumers tend to make higher budget estimates concerning epistemic uncertainty, especially when they 

feel more knowledgeable. 

2. Known Unknowns in Judgment and Choice 

Daniel Walters, University of California Los Angeles, USA 

Craig Fox, University of California Los Angeles, USA* 

Philip M. Fernbach, University of Colorado, USA 

Steven Sloman, Brown University, USA 

In six studies we explore metacognitive knowledge in consumer judgment and choice. Differences in awareness of known unknowns 

is related to Cognitive Reflection Test (CRT) scores and predicts biases such as overconfidence and the comparative ignorance effect. 

Consumers can be nudged to consider known unknowns for better judgments and decisions. 

3. (Over-)Optimism in Two-stage Choice 

Charles Zhang, Boston College, USA* 

Rajesh Bhargave, University of Texas at San Antonio, USA 

Abhijit Guha, Wayne State University, USA 

Amitav Chakravarti, London School of Economics, UK 

We show that expecting to receive extra information in the future leads to greater optimism and lesser aversion to uncertain options. 

Specifically, people prefer uncertain options in the screening stage of two-stage choice than in direct choice, but only when they 

expect to receive new information for their second-stage decision. 

4. The Unlikely Middle: Overestimation of Most and Least Likely Outcomes 

Oleg Urminsky, University of Chicago, USA* 

Estimated likelihoods of repeated outcomes (coin flips) were elicited using a full-distribution procedure. Lay and statistically 

sophisticated respondents overestimate low probability outcomes (9 or 10 heads out of 10) vs. moderate outcomes (3 or 4 out of 10). 

Effects of gains vs. losses and arousal are found in this context. 

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1.5 The Techno Shopper: Consumer Interactions with Mobile & Digital Technologies 

Room: Salon 12 

Co-chairs: Michael Sciandra, University of Pittsburgh, USA 

Jeff Inman, University of Pittsburgh, USA 

1. Smart Phones, Bad Decisions The Impact of In-store Mobile Technology Use on Consumer Decisions 

Michael Sciandra, University of Pittsburgh, USA* 


We investigate lay beliefs of in-store mobile technology use and examine how mobile devices alter decisions. While consumers 

understand the positive implications of these devices, it appears they are unaware of the negatives. Specifically, mobile use leads to 

more unplanned purchases, more forgotten items, longer shopping times, and additional trips. 

2. Close, Yet So Far Away: The Influence of Temporal Distance on Mobile Promotion Redemption during a Shopping Experience 

Daniel Sheehan, Georgia Tech, USA* 

Koert Van Ittersum, University of Groningen, The Netherlands 

Customer-facing technology offers retailers more flexibility as to when to present shoppers with promotions during a shopping 

experience. Consistent with temporal construal theory, we demonstrate that the perceived temporal distance between a promotional 

offer and the promoted product influences redemption and a shopper’s evaluation of the promoted product. 

3. The Wireless Good Samaritan: Pro-social Behavior in Mobile Networks 

Jayson Jia, Stanford University, USA* 

Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China 

Jianmin Jia, Chinese University of Hong Kong, Hong Kong, China 

Combining verifiable behavior, between-condition experimental manipulations, and big network data, in 3 studies involving 10,000 

subjects connected to 330,000 subscribers in a telecommunications network, we find that higher social status in a mobile network 

causes less pro-social behavior, in contexts ranging from donations to recycling to helping strangers. 

4. Digital Shopping: What You Need to Consider 

Nikhil Sharma, The Nielsen Company* 

We investigate how category characteristics of consumer package goods (CPG) influence digital sales and identify how the shopper, 

category, and digital outlet influence behavior. We assess the impact of digital on the CPG industry and outline principles for 

marketing success in a world where digital is the new normal. 

1.6 Effects of Self-Affirmation on the Personal Self & the Interpersonal Self 

Room: Salon 6 

Co-chairs: Ji Kyung Park, University of Delaware, USA 

Kathleen Vohs, University of Minnesota, USA 

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1. Broadening Perspective, Changing Narratives, and Improving Academic Performance: The Effects of Values Affirmation 

Interventions 

David K. Sherman, University of California, Santa Barbara, USA* 

Kimberly A Hartson, University of California Santa Barbara, USA 

Kevin R. Binning, University of California Santa Barbara, USA 

The present research explores the role of perspective and narrative in how affirmations affect academic performance for people 

experiencing threat. Latino American students who completed values affirmations earned higher grades (relative to controls). 

Affirmations broadened perspective of students under threat and changed narrative experience such that threat was less disruptive. 

2. The Multifaceted Role of Affect in Self-Affirmation Effects 

William M. P. Klein, National Cancer Institute and University of Pittsburgh, USA* 

Peter R. Harris, University of Sussex, UK 

Rebecca Ferrer, National Cancer Institute, USA 

Although it has little direct influence on general affect, self-affirmation has a multifaceted relationship with general and specific 

affective experiences. We argue that positive affect buttresses (and negative affect minimizes) salutary effects of self-affirmation, and 

that self-affirmation increases task-related negative affect but also reduces impairment of performance by chronic stress. 

3. Less about Me, More about You: How Self-Affirmation Changes Word-of-Mouth Intentions for the Self vs. Others 

Sara Kim, University of Hong Kong, Hong Kong, China* 

Ann L. McGill, University of Chicago, USA 

Four studies found that self-affirmation influenced word-of-mouth (WOM), decreasing consumers’ complaints about their own 

negative experiences but increasing complaints on behalf of others. We further found that affirmation induced broader perspectives, 

which muted the intensity of the self’s experiences while intensifying an appreciation of others’ emotions. 

4. Self-Affirmation has the Power to Offset the Harmful Effects of Money Reminders 

Ji Kyung Park, University of Delaware, USA* 


Past research has shown that money reminders encourage the pursuit of personal goals and separateness from others, which ultimately 

detracts from the interpersonal self. We proposed and found that self-affirmation reduces these adverse effects of money primes, and 

enhances people’s motivation to care about others. 

1.7 Feeling Contrary Comparison Effects in Consumer Choices 

Room: Salon 7 

Co-chairs: Antonios Stamatogiannakis, IE Business School - IE University, Spain 

Ann Schlosser, University of Washington, USA 

1. Framing the Game: How Positioning Brands in Competition Can Be Strategically Used to Increase Brand Value 

Neeru Paharia, Georgetown University, USA* 

23

Jill Avery, Harvard University, USA 

Anat Keinan, Harvard University, USA 

We explore how the competitive context affects consumers’ responses to brands and find that consumers like small brands more when 

they compete with big brands and like big brands less when they compete with small brands. This effect is mediated through a process 

of politicized consumption. 

2. A Selfless or Selfish Act: The Incidental Effect of Direction of Comparison on Prosocial Behavior 


Eric Levy, University of Cambridge, UK* 

We propose that direction of comparison affects individuals’ concern with the collective (vs. individual) welfare, thereby influencing 

whether appeals highlighting benefits to others (vs. the self) are more effective. This occurs regardless of whether comparisons 

involve others or a past self. Personal obligation to help others mediates this effect. 

3. You Have to Earn it, but I Don't: The Role of Monetary Fairness in Conspicuous Consumption 

Sae Rom Lee, Pennsylvania State University, USA* 

Hans Baumgartner, Pennsylvania State University, USA 

Karen Winterich, Pennsylvania State University, USA 

Consumers evaluate others negatively when others engage in conspicuous consumption with money acquired unfairly due to the 

perceived invalidity of the prestige signal. However, consumers who themselves acquired money unfairly prefer to engage in 

conspicuous consumption to signal prestige. Consumers’ beliefs about the value of social justice moderate these effects. 

4. The Better You Do, the Worse You Feel: Selective Information Processing Approaches Based on Social Comparisons Moderates 

the Effect of Absolute Performance on Satisfaction 

Dilney Gonçalves, IE Business School - IE University, Spain 

Jonathan Luffarelli, IE Business School - IE University, Spain* 

Antonios Stamatogiannakis, IE Business School - IE University, Spain 

Consumers are frequently evaluated relatively to others. In these settings, we find consumers more (less) satisfied with inferior 

(superior) evaluation. We propose that social comparison orientation changes the importance consumers give to absolute information 

about others’ vs. own evaluation. This process moderates the evaluation-satisfaction relationship, while self-perceived competence 

mediates it. 

1.8 Feelings in Goal Pursuit 


Co-chairs: William Hedgcock, University of Iowa, USA 

Keith Wilcox, Columbia University, USA 

1. It's the Journey that Matters: The Effects of Feelings of Movement Toward a Goal on Reward Value 

Jongmin Kim, Singapore Management University, Singapore* 

24

Nathan Novemsky, Yale University, USA 


The present research focuses on a novel aspect of goal pursuit: feelings arising from movement towards the goal. We show that people 

get pleasure from a sense of moving forward, and the positive feelings evoked from movement are attributed to the reward associated 

with goal attainment, enhancing its value. 

2. Depletion-as-Information: The Role of Feelings in Resource Depletion 


Charlene Chen, Columbia University, USA* 

We propose the depletion-as-information hypothesis that feelings of depletion signal to the self-control system that resources are low 

and self-regulatory effort should be minimized. Across three studies, depletion effects were attenuated when individuals discredited 

the informational value of their feelings and heightened among individuals who chronically experience feelings more intensely. 

3. Too Tired to Choose It: Shifting Preference of To Do or To Have While Seeking Happiness 

Aekyoung Kim, University of Texas at San Antonio, USA* 

Ryan Howell, San Francisco State University, USA 

Can seeking happiness alter individuals’ purchasing preferences We examine whether the pursuit of happiness increases materialistic 

(vs. experiential) preferences. Having limited resources while seeking happiness leads people to choose the easier option (materialistic 

items vs. life experiences)—in a way that requires less effort. 

4. Focusing on Desirability vs. Feasibility: The Influence of Fit between Goal Progress and Construal Level on Subsequent Self- 

Regulation 

Jooyoung Park, University of Iowa, USA* 

William Hedgcock, University of Iowa, USA 

This research examines the relationship between goal progress and construal level and its influence on subsequent goal pursuit. Across 

four studies, we show that greater goal progress induces higher-level construals and that as people perceive greater goal progress, 

abstract thinking is more likely to promote goal-consistent behavior than concrete thinking. 

1.9 Navigating the Rise of Media & Celebrity 

Room: Wilson 

Chair: Cele Otnes, University of Illinois at Urbana-Champaign, USA 

1. Re-Fashioning Kate: The Making of a Celebrity Princess Brand 

Ashleigh Logan, University of Strathclyde, UK* 

Kathy Hamilton, University of Strathclyde, UK 

Paul Hewer, University of Strathclyde, UK 

We illustrate the processes wherein a celebrity’s appropriation of fashion discourse transforms the celebrity brand from an ‘ordinary’ 

25

individual to an ‘extraordinary’ celebrity which rests on the myth of being: ‘just like us’. By unpacking the ‘Kate effect’, we reveal 

how the British Royal Family brand is re-invigorated and sustained. 

2. Transmedia Consumption Experiences (TCE): Patching as a Narrative Consumption Practice 

Behice Ece Ilhan, Purdue University, North Central, USA* 

Robert Kozinets, York University, Canada 

Cele Otnes, University of Illinois at Urbana-Champaign, USA 

Transmedia storytelling is the systematic dispersal of narrative elements across multiple media to create unified and coordinated 

consumer experiences. We introduce transmedia to consumer research by exploring how consumers engage with interrelated crossmedia 

marketing narratives. The results offer implications for understanding consumption in a complex, media-driven, and socialmedia 

socialized world. 

3. Social Comparison to Advertising Depictions: Exploring Advertising Practitioners' Perspectives 

Catherine A. Coleman, Texas Christian University, USA* 

Linda Tuncay Zayer, Loyola University Chicago, USA* 

This research examines how advertising practitioners conceptualize consumers’ social comparisons to ad depictions using a qualitative 

approach. We find practitioners perceive the process and the outcomes differently based on whether the intended audience is male or 

female. We offer implications for advertising practitioners and with regard to consumer welfare. 

4. An Analysis of Anger Responses within the Context of Virtualized Consumption of Hatsune Miku 

Lukman Aroean, Bournemouth University, UK* 

Philip Sugai, International University of Japan, Japan 

This paper contributes to virtual consumption theory by investigating the meaning of a virtual singing celebrity from Japan. Through a 

Grounded Theory analysis of fan comments, several key themes have been extracted leading to a summary model that explicates the 

network of key concepts and themes of Hatsune Miku (HM). 

1.10 Targeting Consumers Through Product Design & Customization 


Chair: Andreas Herrmann, University of St. Gallen, Switzerland 

1. Product Customization via Starting Solutions 

Christian Hildebrand, University of St. Gallen, Switzerland* 

Andreas Herrmann, University of St. Gallen, Switzerland 

Gerald Häubl, University of Alberta, Canada 

Three field and three lab studies show that partitioning consumer product customization processes into two stages – (1) choosing a 

“starting solution” and (2) refining that starting solution to create the final self-designed product – stimulates mental simulation of 

product use, promotes the choice of more feature-rich products, and enhances product satisfaction. 

26

2. Exploring the “I” in Mass Customization Decisions: Narcissists’ Proclivity Towards Configuring Unique Products 

Andreas Herrmann, University of St. Gallen, Switzerland* 

Emanuel de Bellis, University of St. Gallen, Switzerland 

Hans-Werner Bierhoff, Ruhr-University Bochum, Germany 

Elke Rohmann, Ruhr-University Bochum, Germany 

David E. Sprott, Washington State University, USA 

Field evidence shows that only a minority of consumers deliberately configure unique products. We propose that variation in option 

selection is driven by consumers’ narcissistic personalities. In a pilot study and three experiments, we demonstrate that narcissistic 

tendencies have a significant effect on the uniqueness of the self-customized product. 

3. Generational Status as a Boundary Condition for Minority Targeting Strategies 

Anne-Sophie I. Lenoir, Rotterdam School of Management, Erasmus University, The Netherlands* 

Stefano Puntoni, Rotterdam School of Management, Erasmus University, The Netherlands 

Americus Reed II, University of Pennsylvania, USA 

Peeter Verlegh, University of Amsterdam, The Netherlands 

Second-generation minority consumers differ from their parents in their acculturation experience. We highlight the role of 

generational status as a boundary condition for standard minority targeting practices and show its consequences for the effectiveness 

of two important minority targeting strategies: priming ethnic identity and featuring models of the same ethnicity. 

4. Consumer Creativity in Product Design: The Effects of Providing a Default Product on Idea Generation 

Bo Chen, ESSEC Business School, France* 

Niek Althuizen, ESSEC Business School, France 

This paper investigates the interaction effects between the level of advancement of the default product and the design goal on 

consumer creativity in creative designs. The results of two experiments show that a more advanced default product reinforces 

consumer creativity in functional designs but inhibits creativity in aesthetic designs. 

1.11 Let's Get Some Culture! 

Room: Salon 1 

Co-chairs: James Mourey, DePaul University, USA 

Carlos J. Torelli, University of Minnesota, USA 

1. Cultured Materialism: The Culturally Bound Link between Materialism and Subjective Well-Being 

Miao Hu, Northwestern University, USA* 

Derek D. Rucker, Northwestern University, USA 

Jie Chen, Shanghai Jiao Tong University, China* 

Previous research established a uniformly negative correlation between materialism and subjective well-being within the US. The 

present paper proposes culture is a pivotal moderator to this relationship. Relative to Americans, Chinese participants evaluated 

materialistic individuals more favorably and report higher, not lower, subjective well-being after a materialism prime. 

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2. Consequences of Cultural Fluency 

James Mourey, DePaul University, USA* 

Ben C.P. Lam, Iowa State University, USA 

Daphna Oyserman, University of Michigan, USA 

We introduce the concept of cultural fluency to describe the experience of ease that occurs when perceiving a culturally ‘right’ 

situation. We examine the consequences of cultural fluency on consumption, choice, and cognitive processing in a variety of 

consumer contexts and across cultures. Theoretical and managerial implications are discussed. 

3. Fairness or Compassion Cultural Differences in Power Norms Affect Judgments of Power-Holders 

Carlos J. Torelli, University of Minnesota, USA* 

Sharon Shavitt, University of Illinois, USA 

Timothy Johnson, University of Illinois at Chicago, USA 

Noel Chavez, University of Illinois at Chicago, USA 

Young Ik Cho, University of Illinois at Chicago, USA 

Allyson Holbrook, University of Illinois at Chicago, USA 

This research demonstrates that European Americans (Hispanics) are predisposed to apply to power-holders injunctive norms of 

fairness (compassion). These cultural variations were more evident when power was salient, and emerged in the norms more likely to 

be endorsed, the approval of hypothetical negotiators, and the evaluations of powerful service providers. 

4. Consumers’ Global vs. Local Brand Choice In Foreign Contexts 

Katharina Zeugner-Roth, IESEG School of Management, France 

Claudiu Dimofte, San Diego State, USA* 

It is unclear what choices global travelers make (local/global brands) in categories for which the host nation is not renowned. We find 

that these choices are contingent upon consumers’ ethnocentrism and cosmopolitanism and their own country’s tradition in the 

category. Risk perceptions associated with local brands underlie the uncovered effects. 

1.12 Looking Soft, Thinking Sharp: From Measuring Expressions and Thinking to 

Considering the Implications 

Room: Madison 

Chair: Meghan Pierce, Pontificia Universidad Catolica de Chile, Chile 

1. Facial Expression Intelligence Scale (FEIS): Recognizing and Interpreting Facial Expressions and Implications for Consumer 

Behavior 

Meghan Pierce, Pontificia Universidad Catolica de Chile, Chile* 

David Brinberg, Virginia Tech, USA 

Rajesh Bagchi, Virginia Tech, USA 

Facial expressions help us understand the emotions that underlie what another person is thinking, saying, or feeling. The ability to 

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identify and interpret facial expressions varies by individual. Five studies examine the viability of the Facial Expression Intelligence 

Scale (FEIS) to measure individual ability to identify and interpret facial expressions. 

2. Do You Have to Look Like a Human to Be Smart An Exploratory Study of the Influence of Anatomy and Expressivity of 

Domestic Robots 

Alain Goudey, Reims Management School, France* 

Gaël Bonnin, Reims Management School, France 

The study of the influence of anatomy and expressivity of robots shows that expressivity is as important as anatomy to generate 

positive reactions. Introducing the use of Internet on a smartphone as a covariate changes the structure of relationships. It suggests 

technological maturity to modify the influence of robot design. 

3. Development and Validation of an Evaluation Difficulty Scale 

Tess Bogaerts, Ghent University, Belgium* 

Mario Pandelaere, Ghent University, Belgium 

The current paper demonstrates that people differ in the extent to which they experience difficulties to make evaluations. Studies 1 and 

2 construct a valid and reliable 6-item evaluation difficulty scale. Studies 3 and 4 demonstrate that current evaluation difficulty scale is 

able to predict various types of (consumer) behavior. 

4. Anticipating Regret When Making Investments 

Jeffrey Wallman, Oklahoma State University, USA 

BJ Allen, University of Oklahoma, USA* 

Jeffrey Schmidt, University of Oklahoma, USA 

This study defines and measures the components of anticipated regret, keep and drop regret, in a dynamic decision context. These 

types of anticipated regret are modeled in order to better understand their comparative explanatory power on decisions. This study 

measures how these aspects of anticipated regret change over time. 

COFFEE BREAK 

9:15am - 9:30am 

SESSION 2 

9:30am - 10:45am 

2.1 From the Bedroom to the Bank: Novel Insights into Sex & Consumer Choice 

Room: Crystal 

Chair: Kristina M. Durante, University of Texas at San Antonio, USA 

1. Conspicuous Consumption, Relationships and Rivals: Women’s Luxury Products as Signals to Other Women 

Yajin Wang, University of Minnesota, USA* 

Vladas Griskevicius, University of Minnesota, USA 

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Does women’s conspicuous consumption have any function in relationships We show that women use luxury products to signal to 

other women that a romantic partner is especially devoted to her. Women’s conspicuous consumption was triggered by a desire to 

guard her mate, and flaunting expensive products was effective at deterring romantic rivals. 

2. Playing the Field: The Effect of Fertility on Women's Desire for Variety 

Ashley Rae, University of Texas at San Antonio, USA* 

Kristina M. Durante, University of Texas at San Antonio, USA 

Four studies examine how fertility influences women’s desire for variety. Ovulating women have increased preference for variety in 

consumer product choice. Variety seeking is mediated by an increase in desire for new men near ovulation. Minimizing the salience of 

mate attraction goals suppressed the ovulatory effect on variety seeking. 

3. Sex as Power: Attractive Women Link Sexuality and Power for Personal Gain 

Carlos J. Torelli, University of Minnesota, USA* 

Chiraag Mittal, University of Minnesota, USA 


Four studies uncovered a relation between women’s physical attractiveness and their internalization of the link between personalized 

power–sex appeal. More (vs. less) attractive women felt stronger personalize power, endorsed sexual leveraging for 

acquiring/restoring power, and attempted to boost their attractiveness via products that enhance sex appeal when feeling powerless. 

4. Sex Hormones & Economic Decisions: The Effect of Testosterone on Financial Risk Depends on Social Context 

Steven J. Stanton, Oakland University, USA* 

O'Dhaniel Mullette-Gillman, National University of Singapore, Singapore 

Crystal Reeck, Columbia University, USA 

Charlotte Mabe, Duke University, USA 

Kevin S. LaBar, Duke University, USA 

Scott A. Huettel, Duke University, USA 

While testosterone is known to drive sexual behavior, does testosterone level influence risky financial decisions We show that 

testosterone is differentially associated with decision making depending on the context: higher testosterone predicts less tolerance of 

social unfairness in negotiations, but predicts greater risk aversion in economic decisions made independently. 

2.2 Light, Touch, & Emptiness: Embodiment Effects on Reward Seeking 

Room: Salon 2 

Co-chairs: Sabrina Bruyneel, Katholieke University Leuven, Belgium 

Danit Ein-Gar, Tel-Aviv University, Israel 

1. The Effects of Ambient Light on Choices between Virtues and Vices 

Dipayan Biswas, University of South Florida, USA* 

Courtney Szocs, University of South Florida, USA 

Donald Lehmann, Columbia University, USA 

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The results of five experiments demonstrate that consumers choose vices (e.g., unhealthy items) to a greater extent when making 

choices in rooms with lower (vs. higher) ambient light intensities. Process evidence suggests that this effect is due to reduced mental 

alertness under reduced ambient light intensity. 

2. Incandescent Affect: Turning on the Hot Emotional System with Bright Light 

Alison Jing Xu, University of Toronto, Canada* 


Turning on the light can turn on the hot emotional system. Across four studies we show that ambient brightness makes people perceive 

temperatures as warmer and increases intensity of affective response, evoking more extreme affective reactions, intensifying perceived 

aggression and sexiness (“hotness”) in others, and increasing cravings for spicy-hot foods. 

3. What a Feeling! Touching Sexually Laden Stimuli Makes Women Seek Rewards 

Anouk Festjens, Katholieke University Leuven, Belgium* 

Sabrina Bruyneel, Katholieke University Leuven, Belgium 

Siegfried Dewitte, Katholieke University Leuven, Belgium 

Tactile sexual primes affect women’s economic decision-making. Similar to the effects found in men, touching a pair of boxer shorts 

leads to monetary craving (study 1), and erodes loss aversion for money and food (study 2) in women. These effects were not 

observed when touch was prevented (study 3). 

4. If You Feel Empty, You Spend More Money on Yourself and Less on Giving to Others 

Danit Ein-Gar, Tel-Aviv University, Israel* 

Liat Levontin, Interdisciplinary Center, Herzliya, Israel 

Angela Lee, Northwestern University, USA 

Across five studies, we show that the act of emptying (vs. filling) coat pockets, a glass jar etc. triggers self- replenishing behaviors, 

such as purchasing products, and curbs resource expenditure behaviors, such as donating to charities. The mere act of emptying 

triggers resource deficit experiences and activates self-conservation coping strategies. 

2.3 Choice Architecture in Consumer Contexts 

Room: Salon 3 

Co-chairs: Minah H. Jung, University of California Berkeley, USA 


1. Default Effects under Pay-What-You-Want: Evidence from the Field 

Hannah Pefecto, University of California Berkeley, USA* 




Uri Gneezy, University of California San Diego, USA 

31

Under pay-what-you-want pricing, consumers choose their price. This maximal flexibility in payment provides an excellent 

environment to investigate effects of choice architecture. Through four archival data sets and two large-scale field experiments, 

representing 130,000 unique purchases, we find new nuances in the effects of defaults and anchoring on choice. 

2. Working out Consumption: Designing a Robust Information Intervention for Healthful Eating 

Indranil Goswami, University of Chicago, USA* 

Oleg Urminsky, University of Chicago, USA 

We find that providing exercise equivalents by highlighting time required to burn the calorie consumed in a chosen food item 

significantly reduces consumption relative to when no information is provided. Merely disclosing calorie information has more mixed 

results, and we find no effects of health goals or New Year’s resolutions. 

3. Single Option Aversion 

Daniel Mochon, Tulane University, USA* 

Single option aversion is a context effect whereby consumers are unwilling to choose an attractive option when no competing options 

are included in the choice set. Consequently, an option may be chosen more often when competing options are added. This effect has 

unique practical and theoretical implications for consumer search. 

4. Modeling Scale Attraction Effects: An Application to Charitable Donations and Optimal Laddering 

Kee Yuen Lee, University of Michigan, USA* 

Fred Feinberg, University of Michigan, USA 

Charities usually employ an “appeals scale”, a list of suggested amounts, plus “other”. Economic theory disapproves, but behaviorally, 

does it work Using large-scale charity data, our (heterogeneous Tobit) model strongly confirms scale attraction effects and donation 

seasonality, and moreover allows tests of various internal and external reference price theories. 

2.4 What’s Love Got to Do with It Close Relationships & Consumer Behavior 


Chair: Jordan Etkin, Duke University, USA 

1. How do Friends and Strangers Interpret Shared Experiences Synchrony as Relationship-Bolstering or Experience- 

Heightening 

Suresh Ramanathan, Texas A&M University, USA* 


Ann L. McGill, University of Chicago, USA 

Two studies show that greater synchrony in evaluations of a shared experience: (1) boosts rapport for friends but not strangers, and (2) 

improves evaluations of the experience for strangers but not friends. When participants misattributed their synchrony to seating 

quality, evaluations no longer differed across friends and strangers. 

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2. The Rewarding Nature of Matchmaking 

Lalin Anik, Duke University, USA* 

Michael Norton, Harvard Business School, USA 

Four experiments examine the psychology underlying the proclivity to play “matchmaker.” We show that matching others with the 

goal of creating connections leads to greater happiness and is more intrinsically rewarding than other tasks. We also document “need 

for closure” is a critical moderator of the rewarding nature of matchmaking. 

3. Power and Brand Compatibility in Close Relationships: A Dyadic Investigation 

Grainne Fitzsimons, Duke University, USA 

Danielle Brick, Duke University, USA* 

Tanya Chartrand, Duke University, USA 

Gavan Fitzsimons, Duke University, USA 

Little is known about the role brand preferences play in close relationships. We introduce the term brand compatibility, the extent to 

which romantic partners have similar brand preferences, to examine how it affects life satisfaction. We find that the effects vary 

depending upon perceived power in the relationship. 

4. Is Variety the Spice of Love 

Jordan Etkin, Duke University, USA* 

Doing things with your partner is important to maintaining good romantic relationships, but couples may differ in the variety of 

activates they do. Five experiments demonstrate doing varied (similar) joint-activities benefit relationships perceived to be in early 

(later) stages. These effects are driven by feelings of excitement (stability). 

2.5 How Audience Factors Influence Word-of-Mouth 


Chair: Alixandra Barasch, University of Pennsylvania, USA 

1. Broadcasting and Narrowcasting: How Audience Size Impacts What People Share 

Alixandra Barasch, University of Pennsylvania, USA* 

Jonah Berger, University of Pennsylvania, USA 

Four studies investigate how audience size alters sharer focus and impacts what people share. We demonstrate that broadcasting 

(communicating with a large group), encourages self-focus, which leads people to share self-presentational content, while 

narrowcasting (communicating with one person) encourages other-focus, which leads people to share useful content. 

2. Compensatory Communication: Consumer Knowledge Discrepancies and Knowledge Signaling in Word-of-Mouth 

Grant Packard, Laurier School of Business & Economics, Canada* 

David Wooten, University of Michigan, USA 

This research examines how consumer knowledge beliefs and self-presentation motivate Word-of-Mouth transmission. Findings from 

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four studies suggest that people compensate for unfavorable discrepancies they perceive between their actual and ideal consumer 

knowledge through greater intentions to share product knowledge with and heightened efforts to signal knowledgeability to selfconcept 

relevant audiences. 

3. Using Incentives to Encourage Word-of-Mouth Transmissions That Lead to Fast Information Diffusion 

Andrew Stephen, University of Pittsburgh, USA* 


Prior research shows that information diffusion is faster when Word-of-Mouth is transmitted by high-social-connectivity consumers. 

Five studies show that promotion-based incentives can be effective in encouraging normal consumers to transmit information to their 

socially connected friends when positive information externalities are induced. 

4. Answering Why: Action and Reaction Explanations in Word-of-Mouth 

Sarah Moore, University of Alberta, Canada* 

We find that audiences prefer action explanations (I bought this because…) for utilitarian experiences and reaction explanations (I 

loved this because…) for hedonic experiences, and speakers tailor WOM accordingly. However, explanation types differentially 

influence speakers’ evaluations. For utilitarian experiences, action explanations polarize evaluations; for hedonic experiences, reaction 

explanations dampen evaluations. 

2.6 Charitable Giving 

Room: Salon 6 

Chair: Pankaj Aggarwal, University of Toronto, Canada 

1. Charitable Giving to Controllable Misfortunes: The Role of Deliberation and Victim Identifiability 

Yoshiko DeMotta, Fairleigh Dickinson University, USA* 

Sankar Sen, Baruch College, CUNY, USA 

Stephen J. Gould, Baruch College, CUNY, USA 

People are less generous towards the victim of a misfortune when the misfortune is controllable by the victim (vs. uncontrollable). We 

investigate how generosity toward controllable misfortunes is increased, and show that charitable requests that exclude a victim’s 

personal information and promote donors’ deliberation will increase giving to controllable misfortunes. 

2. Fear Not, For You Can Help! The Effect of Fear of Failure and Self-Construal on Charitable Giving 

Lale Okyay-Ata, Koç University, Turkey* 

Zeynep Gürhan-Canli, Koç University, Turkey 

The present research investigates people’s tendency to embrace others in response to feeling threatened by a specific self-threat, fear 

of failure. Using a charitable giving context, three experiments analyze the moderating effects of self-construal and loss of personal 

control, and the mediating effect of perceived social support. 

3. Giving Time vs. Giving Money: Which is Better for Moral Cleansing 

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Jing Wan, University of Toronto, Canada* 

Pankaj Aggarwal, University of Toronto, Canada 

In three studies, we demonstrate that compensating by donating money (vs. volunteering time) following a transgression allows the 

transgressor to feel less guilty about the past immoral behaviour and to evaluate it less harshly, particularly if the compensation occurs 

in a domain different than the initial transgression. 

4. Time for the Sad and Money for the Happy The Role of Social Approach on Consumer Willingness to Contribute Charitably 

Rhiannon MacDonnell, Cass Business School, City University London, UK* 

Across 4 studies, we assess both what (time vs. money) and to whom (a sad/empathetic target vs. a happy/less empathy-provoking 

target) consumers are asked to give, showing communal (vs. agentic) orientation moderates helping. Social approach, the preference 

for close (vs. distant) helping, is proposed as a mediator. 

2.7 Shifting Inferences: Malleability in Consumption Decisions 

Room: Salon 7 

Chair: Arul Mishra, University of Utah, USA 

1. Malleable Estimation: The Effect of Language Directionality on Spatial Sets 

Oscar Moreno, University of Utah, USA* 

Himanshu Mishra, University of Utah, USA 

Arul Mishra, University of Utah, USA 

This research introduces a spatial bias arising as the result of language-scanning habits. Through four lab and one field study it 

demonstrates how habitual reading patterns and the design of spatial sets can influence consumer estimation processes and 

preferences. 

2. Privacy Concerns are Relative and Malleable: Implications for Online Behavioral Advertising 

Idris Adjerid, Carnegie Mellon University, USA* 

Eyal Peer, Carnegie Mellon University, USA 

Alessandro Acquisti, Carnegie Mellon University, USA 

George Loewenstein, Carnegie Mellon University, USA 

Online social networks implicitly assume that people rely on pre-defined privacy preferences to control their online privacy. In four 

experiments, we show how people's privacy preferences, as well as subsequent self-disclosure, can be increased or decreased by 

manipulating their subjective relative value, while holding the objective value constant. 

3. A Fluency Account of How Price Operates as a Cue to Psychological Distance 

Thomas Allard, University of British Columbia, Canada* 

Dale Griffin, University of British Columbia, Canada 

We suggest that higher prices are associated with greater psychological distance because more expensive purchases typically require 

35

working or saving over longer time periods. We demonstrate that a fit between relatively high/low prices and higher vs. lower 

construal-level advertising slogans improves advertisement and product evaluations due to greater cognitive fluency. 

4. "Top 10" Lists: Public Ads that Hurt the Cause 

Kimberlee Weaver, Virginia Tech, USA* 

Stefan Hock, Virginia Tech, USA* 

Stephen Garcia, University of Michigan, USA 

Three studies examine the Presenter’s Paradox (Weaver, Garcia, and Schwarz 2012) in the context of healthy and social behavior. Our 

results show that Top 10 lists (e.g., “Top 10 Reasons to Quit Smoking”) can reduce rather than enhance people’s likelihood to adopt 

healthy lifestyles or make desired social decisions. 

2.8 Self-Threat & Self-Enhancement 


Co-chairs: Soo Kim, Northwestern University, USA 

Nicole Verrochi Coleman, University of Pittsburgh, USA 

1. Coping with Social Identity Threats: Defending the Self without Sabotaging Self-Control 

Hristina Dzhogleva, University of Pittsburgh, USA* 


We compare two strategies for coping with social identity threats, specifically focusing on how these influence subsequent selfcontrol. 

One field study and three experiments reveal that while the two strategies are equally effective in repairing the threatened 

self, one strategy is more detrimental to consumers’ self-control. 

2. Walking Away from Compensatory Consumption: Self-Acceptance Changes Threat Appraisal 

Soo Kim, Northwestern University, USA* 

David Gal, Northwestern University, USA 

Individuals often respond to self-threats with compensatory consumption, a behavior with potentially harmful consequences (e.g., 

overeating). Here, we demonstrate that, by unconditionally accepting the self, individuals can change their threat-appraisal from 

harmful to benign to self-worth, and thereby reduce their reliance on compensatory consumption and be more open to selfimprovement. 

3. Concealing Your Consumer Stupidity: How the Fear of Appearing as an Incompetent Consumer Reduces Negative Word-of- 

Mouth 

Matthew Philp, Queen's University, Canada* 

Laurence Ashworth, Queen's University, Canada 

Prior research has presented numerous factors that work in unison to increase the likelihood of sharing negative word-of-mouth 

(WOM). However, this research presents three studies that examine the fear of appearing as an incompetent consumer as a motivation 

that conflicts with these existing motivations and reduces negative WOM. 

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4. I Run to be Fit, You Run for Fame: Context Effects Affecting Self-Positivity in Judgments on Consumption Motives and 

Emotions 

Isabelle Engeler, University of St. Gallen, Switzerland* 

Priya Raghubir, New York University, USA 

Three field experiments demonstrate that judgments of own vs. peers’ consumption motives and emotions are subject to self-positivity 

reflecting socially desirable reporting. Changing the order of questions and the type of referent other changes the perceived similarity 

between the self and the other and attenuates self-positivity and socially desirable responding. 

2.9 Mindful Consumption 

Room: Wilson 

Chair: Theeranuch Pusaksrikit, University of the Thai Chamber of Commerce, Thailand 

1. The Development of the Mindful Consumption Process through the Sufficiency Economy 

Theeranuch Pusaksrikit, University of the Thai Chamber of Commerce, Thailand* 

Siwarit Pongsakornrungsilp, Walailak University, Thailand* 

Pimlapas Pongsakornrungsilp, Walailak University, Thailand* 

Employing qualitative methods, this study attempts to understand how consumers practice mindful consumption. Through applying 

the concept of the sufficiency economy, the process of mindful consumption can be developed and sustained. This study extends the 

concept of mindful consumption by examining the phenomenon at both individual and collective levels. 

2. From Waste to Delicacy: Collective Innovation in Food Disposition Practices Through Blogging 

Elina Närvänen, University of Tampere, Finland* 

Nina Mesiranta, University of Tampere, Finland 

Annilotta Hukkanen, University of Tampere, Finland 

This netnographic study in food blogs analyzes elements of consumers’ everyday practices related to actively reducing food waste. 

Findings show how bloggers mobilize their audience to change their food disposition practices through collective innovation. The 

study contributes to research on sustainability, blogging, and the under-theorized area of disposition practices. 

3. Ethical Consumption or Consumption of Ethical Products An Exploratory Analysis of Motivations behind the Purchase of 

Ethical Products 

Lara Spiteri Cornish, University of Coventry, UK* 

The focus on bridging the “attitude-behavior gap” (i.e. persuading 'ethical' consumers to buy ethically) may not be the best way to 

increase consumption of ethical products. These products often have multiple attributes, and we argue that highlighting such attributes 

may encourage consumption by both ethically and non-ethically minded consumers. 

4. Temptation’s Itch: Goals, Self-Discourse and Money Management Practices while in a Debt Management Program 

Mary Wolfinbarger Celsi, California State University Long Beach, USA* 

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Stephanie Dellande, Menlo College, USA* 

Russel Nelson, University of California Irvine, USA* 

Mary C. Gilly, University of California Irvine, USA* 

Our research examines the lived experience of temptation for participants in a debt management program (DMP). We find that 

participants who are “program-focused” rather than “temptation-sidetracked” have clear weekly goals, exercise effective counteractive 

control in the moment when tempted, and reappraise resistance to temptation’s itch as victory rather than defeat. 

2.10 Cultural Complexities 


Chair: Virginia Weber, University of Alberta, Canada 

1. Social Conflict and Consumption: A Meta-Analytical Perspective 

Katharina C. Husemann, University of Innsbruck, Austria* 

Marius K. Luedicke, Cass Business School, City University London, UK* 

This study sketches out the conceptual contours of “consumption-mediated social conflict”. Building on theoretical groundwork from 

sociology and conceptual synthesis of 13 original consumer culture studies, the authors distill three prevalent patterns of social 

conflict in consumption contexts—emancipatory, ideology-advocating, and authenticity-protecting conflicts—and discuss 

implications for future conflict research. 

2. Countervailing Influences of Consumer Animosity and Nostalgia on Purchasing Decisions 

Justina Gineikienė, Vilnius University, Lithuania* 

Adamantios Diamantopoulos, Harvard University, USA and University of Vienna, Austria 

Sigitas Urbonavičius, Vilnius University, Lithuania 

We offer empirical evidence that nostalgia may act as countervailing force to animosity in settings when formerly occupied countries 

become independent. For ownership of nostalgic products, nostalgia is a better predictor than animosity; the opposite holds for nonnostalgic 

products. Ethnocentrism plays no role when nostalgia and animosity are also predictors. 

3. Emerging Market (Sub)Systems and Consumption Field Refinement 

Sofia Ulver, Lund University, Sweden 

Jon Bertilsson, Lund University, Sweden 

Marcus Klasson, Lund University, Sweden* 

Carys Egan-Wyer, Lund University, Sweden* 

Ulf Johansson, Lund University, Sweden 

In this conceptual paper, we introduce a meso-level theoretical framework (Consumption Field Refinement) to explain the 

development of market systems and suggest methods for researching this development. Our framework centres on the idea that the 

market system consists of interlinked subsystems (consumption fields), each focused on a particular consumption activity. 

4. A Cross-Cultural Study of Price Search Decisions 

38

Suppakron Pattaratanakun, University of Cambridge, UK* 

Vincent Mak, University of Cambridge, UK 

Most previous experiments found that consumers searched less than optimally. We point out that subjects in those studies were largely 

from Western cultural backgrounds; Eastern subjects, with their higher sensitivity to sunk costs, could search more than optimally, in 

contrast to Westerners. Two experiments support our hypotheses with process evidence. 

2.11 On Feeling Powerful & In Control 

Room: Salon 1 

Chair: Maggie Y. Chu, Chinese University of Hong Kong, Hong Kong, China 

1. When a Sequence of Decisions Leads to Unfavorable Outcome: The Conflicting Roles of Perceived Control 

Maggie Y. Chu, Chinese University of Hong Kong, Hong Kong, China* 

Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China 

Lisa C. Wan, Chinese University of Hong Kong, Hong Kong, China 

Many consumption situations involve a sequence of decisions. Consumers’ control over these decisions can have conflicting 

implications when the outcome is unfavorable. This research examines how the control at each point in the sequence influences 

evaluative judgments and resolves the ambiguity regarding the role of perceived control. 

2. Vicarious Control: Exposure to Mastery and Perceived Self-Efficacy 

Irene Scopelliti, City University London, UK* 


Carmen Donato, University of Groningen, The Netherlands 

We hypothesize and test that observing masterful performances of experts at difficult activities increases one’s perceptions of selfefficacy 

at those same activities. The exertion of control apparent in the masterful performance is vicariously experienced by the 

observers, and raises their expectations on their own ability to perform the same activity. 

3. Power and Resistance to Social Influence: The Moderating Role of Attitude Certainty 

Mehdi Mourali, University of Calgary, Canada* 

Zhiyong Yang, University of Texas at Arlington, USA 

Two studies show that when attitude certainty is high, empowered consumers resist social influence by discounting others’ opinions. 

When attitude certainty is low, however, they intentionally diverge from others’ opinions. This reactant response seems to be triggered 

by a decrease in confidence in empowered consumers’ sense of power. 

4. The Power to Control Time: How Power Influences How Much Time (You Think) You Have 

Alice Moon, University of California Berkeley, USA* 

Serena Chen, University of California Berkeley, USA 

Powerful individuals believe they have control over outcomes that they could not possibly control, such as the outcome of a die roll. 

39

Across five studies, we found that this illusory control leads high-power individuals to perceive having more available time than lowpower 

individuals. Implications of the power-time link are discussed. 

2.12 Roundtable: Changing the Way We Think About Consumer Financial Decision- 

Making: Bridging Theory, Practice, & Relevance in Household Financial Decision- 

Making 

Room: Indiana 

Chair: Avni Shah, Duke University, USA 

Participants: 

Daniel Bartels, Columbia University, USA 

Cynthia Cryder, Washington University in St. Louis, USA 

Hal E. Hershfield, New York University, USA 

Eric Johnson, Columbia University, USA 

Punam Anand Keller, Dartmouth College, USA 

Kyu B. Kim, University of Southern California, USA 

John G. Lynch, University of Colorado, USA 


Scott Rick, University of Michigan, USA 

Suzanne Shu, University of California Los Angeles, USA 


Stephen Atlas, University of Rhode Island, USA 

Stephen Spiller, University of California Los Angeles, USA 

Abigail B. Sussman, University of Chicago-Booth, USA 



Gal Zauberman, University of Pennsylvania, USA 

This session examines the emerging topic of consumer financial decision-making. Researchers will discuss 1) successful ways that 

consumer behavior research has influenced financial decision-making, 2) ways to encourage researchers to study consumer behavior 

theory through the lens of household financial decision-making, and 3) directions for future research. 

2.13 Latin America ACR 2014 Planning Meeting (Open to All) 

Room: Madison 

Co-Chairs: Tina Lowrey, HEC Paris, France 

Eva González, Business School Tecnologico de Monterrey, Campus Guadalajara, Mexico 

COFFEE BREAK 

10:45am - 11:00am 

SESSION 3 

11:00am - 12:15pm 

3.1 Perspectives: Branding (Sponsored by Journal of Consumer Psychology) 

Room: Crystal 

Co-chairs: Rajeev Batra, University of Michigan, USA 

Susan Fournier, Boston University, USA 

Deborah Roedder-John, University of Minnesota, USA 

Tom O'Guinn, University of Wisconsin, USA 

40

This session brings together four leading scholars who have contributed greatly to consumer research on "Brands." In alphabetical 

order, first, Rajeev Batra will present an overview of his research on the creation and management of brands in general and global 

brands in particular. Next, Susan Fournier will present an overview of her research on the creation and capture of value through 

branding and brand relationships. Deborah John will then present an overview of her research on brand extensions, brand dilution, and 

brand equity measurement. Finally, Tom O'Guinn will present an overview of his research on brand communities and the sociology of 

brands. 

3.2 Emotion as Social Information: Interpersonal Effects of Pride, Embarrassment, & 

Sadness 

Room: Salon 2 

Co-chairs: Chen Wang, University of British Columbia, Canada 

Yanliu Huang, Drexel University, USA 

1. Proud to Belong or Proudly Different Contrasting Effects of Incidental Pride on Conformity 

Xun (Irene) Huang, Sun Yat-sen University, China* 

Ping Dong, University of Toronto, Canada 

Anirban Mukhopadhyay, Hong Kong University of Science and Technology, Hong Kong, China 

We show that pride can either increase or decrease conformity depending on lay theories of achievement (entity/incremental). Those 

who attribute achievement to personal traits (entity theorists) tend to feel hubristic pride, and are less likely to conform than those who 

attribute achievement to effort (incremental theorists), who feel authentic pride. 

2. The Interplay Effect of Embarrassment and Agentic-Communal Orientation on Consumer Behavior 

Yanliu Huang, Drexel University, USA* 

Chen Wang, University of British Columbia, Canada 

Juliet Zhu, CKGSB, China 

We investigate how embarrassment impacts consumer product selection and donation behavior. We show that when feeling 

embarrassed, consumers demonstrate behavior that is consistent with their agentic-communal orientation and at the same time help 

them create a positive impression of the self in order to “save face”. 

3. Empathy-Neglect in Embarrassment-Avoidance: Observations from an Outsider 

Li Jiang, University of California Los Angeles, USA* 

Aimee Drolet Rossi, University of California Los Angeles, USA 

Carol Scott, University of California Los Angeles, USA 

We tested whether encouraging consumers to take the perspective of an observer corrects for empathy neglect, i.e., the failure to take 

others’ empathy into account, and reduces embarrassment avoidance. A series of experiments suggest that prompting consumers to 

perspective-take has different effects among high and low public self-conscious consumers. 

4. Hardening My Heart: Persuasion Knowledge and Emotion Regulation 

41

Nicole Verrochi Coleman, University of Pittsburgh, USA* 

Patti Williams, University of Pennsylvania, USA 

Research has examined when persuasion knowledge is used, yet little investigates whether consumers possess emotion-based 

persuasion knowledge. We demonstrate that consumers are naturally suspicious of sad (vs. happy) appeals and infer that the marketer 

is manipulating their emotions. Also, the accessibility of persuasion motives further influences consumers’ emotion regulation. 

3.3 Prosocial Choices & Consequences 

Room: Salon 3 

Chair: Michal Herzenstein, University of Delaware, USA 

1. Crowdfunding to Make a Difference: The Role of Choice in Funding Social Ventures 

Scott Sonenshein, Rice University, USA 

Michal Herzenstein, University of Delaware, USA* 

Utpal Dholakia, Rice University, USA 

Using data from Kickstarter.com, we demonstrate a U-shaped relationship between the number of choices offered to contributors and 

funding of social ventures. We use laboratory data to explain this departure from the choice-overload hypothesis, finding that venture 

type (social vs. non-social) shifts decision making from rational/economic to intuitive/behavioral approaches. 

2. Giving to What We Want Instead of to What We Should 

Cynthia Cryder, Washington University in St. Louis, USA* 


Yvetta Simonyan, University of Birmingham, UK 

Despite participants’ widespread conviction that neediness is the most important consideration when allocating resources, we observe 

significant preference in actual allocations for appealing, relative to needy, causes. A self-enhancement motive underlies the 

preference for appealing causes: when donation options are separated from the self, the preference for appealing options disappears 

3. Leave Them Smiling: How Concretely Framing a Prosocial Goal Creates More Happiness 

Melanie Rudd, University of Houston, USA* 

Jennifer Aaker, Stanford University, USA 


Are some prosocial pursuits better able to increase personal happiness We demonstrate that, contrary to people’s intuitions, 

performing a prosocial act with the concretely-framed goal of making someone smile (vs. the abstractly-framed goal of making 

someone happy) boosts the giver’s happiness by shrinking the gap between their expectations and reality. 

4. The Braggart’s Dilemma: On the Social Rewards and Penalties of Advertising Prosocial Behavior 

Jonathan Berman, University of Pennsylvania, USA* 

Emma E. Levine, University of Pennsylvania, USA 

Alixandra Barasch, University of Pennsylvania, USA 

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People often advertise, or brag about, their good deeds to others in order to signal their generosity. We show when bragging about 

prosocial behavior succeeds or fails, and further demonstrate why bragging about prosocial behavior is different from bragging about 

personal achievements. 

3.4 Making the Best of Uncertainty: The Role of Message Framing, Processing Style, & 

Risk Aggregation 


Chair: Alison Jing Xu, University of Toronto, Canada 

1. The Influence of Framing on Willingness to Pay as an Explanation of the Uncertainty Effect 

Yang Yang, Carnegie Mellon University, USA 

Joachim Vosgerau, Tilburg University, The Netherlands* 


We show that the framing of a risky prospect substantially influences WTP. Specifically, we find that “lottery”, “raffle”, “gamble” and 

“coin flip” frames significantly reduced WTP compared to “uncertain gift certificate” and “voucher” frames. WTA, however, is not 

affected by framing. We test a variety of explanations for this effect. 

2. The Role of Cognition in Uncertainty Aversion: When Less Thought Leads to More Rational Choices 


On Amir, University of California San Diego, USA* 

We investigate the role of cognition in rational decision making, in a context where uncertainty aversion has been shown to 

systematically bias choices. We observe that restricting cognitive resources can have the counter-intuitive effect of promoting more 

rational responses, by reducing an aversion to uncertainty. 

3. Psychological Risk Aggregation: Selling Products of Uncertain Qualities with Probabilistic Promotions 

Mengze Shi, University of Toronto, Canada* 

Alison Jing Xu, University of Toronto, Canada 

When companies market products of uncertain qualities with probabilistic promotions, consumers aggregate two sources of risks and 

evaluate them jointly. We demonstrate that product risk and promotion risk interact in determining joint risk perception, which can be 

amplified when consumers perceive salient contrasts between the sizes of two risks. 

3.5 Social Goals & Word of Mouth 


Chair: Hillary Wiener, Duke University, USA 

1. Word-of-Mouth and Interpersonal Communication 

Jonah Berger, University of Pennsylvania, USA* 

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This talk provides a framework to help understand what people talk about and share and why. I argue that interpersonal 

communication is goal driven and serves a number of key functions. Further, while communication almost always involves a 

recipient, these goals are predominantly self-serving, rather than other-serving, in nature. 

2. Talking About What You Did and What You Have: The Differential Story Utility of Experiential and Material Purchases 

Amit Kumar, Cornell University, USA* 

Thomas Gilovich, Cornell University, USA 

We demonstrate that consumers talk more about experiential purchases than material purchases and they derive more happiness from 

doing so; that taking away the ability to talk about experiences would diminish the enjoyment they bring; and that being given the 

opportunity to talk about experiences increases the satisfaction they bring. 

3. Conversation Pieces 

Hillary Wiener, Duke University, USA* 

Jim Bettman, Duke University, USA 

Mary Francis Luce, Duke University, USA 

We examine the “who, what, when, where, and why” of conversation pieces, or products that produce questions and interest from 

others. We find that people use some types of conversation pieces to learn about their conversational partners, potentially enabling 

them to find like-minded friends and partners. 

4. You Gotta Try it! The Negative Side of Positive Word of Mouth 

Sarah Moore, University of Alberta, Canada* 

David Alexander, University of St. Thomas, USA 

We examine the potential downside of Positive Word of Mouth (PWOM) in a new product context. While prior work shows that 

PWOM can elicit positive emotion through providing useful information, we find that it can also elicit negative emotion through 

exerting social pressure to competently use the recommended new product. 

3.6 The Upside & Downside of Visual Inputs 

Room: Salon 6 

Chair: Juliet Zhu, CKGSB, China 

1. All that Glitters is Gold: Conspicuous Sensory Consumption as a Means for Self-Worth Restoration 

Rishtee Batra, Indian School of Business, India 

Tanuka Ghoshal, Indian School of Business, India* 

Consumers use heightened sensory consumption as a means to restore their feelings of self-worth. In four studies we find that 

individuals under self-threat exhibit preference for visually loud product designs, louder music and a higher need for touch. Engaging 

in a self-affirmation exercise negates the desire for heightened sensory consumption. 

44

2. Abstract Art as an Emotional Buffer 

Lea Dunn, University of British Columbia, Canada* 


This research examines abstract art and shows that advertisements that elicit certain negative emotions (e.g., sadness) will be rated 

more favorably if they feature abstract vs. representational art. Due to the processing disfluency inherent in the art form, abstract art 

pushes consumers to far psychological distance, buffering against negative affect. 

3. When Logos Rise and Fall: Exploring the Metaphorical Meaning of Upward and Downward Diagonal Imagery 


Sokiente Dagogo-Jack, University of Washington, USA* 

Using a multi-method approach, we explore consumers’ capacity to extract metaphorical meaning from stylistic properties of logos at 

an automatic (vs. deliberate) level. Specifically, we investigate the differential semantic concepts communicated by diagonal direction 

(upward or downward) used in logos, and find that diagonal direction can spontaneously communicate different meanings. 

4. The Dark Side of Product Visualization: Negative Effects of Imagery 

Arun Lakshmanan, SUNY Buffalo, USA 

Lura Forcum, Indiana University, USA* 


The visualization literature demonstrates that product imagery is associated with positive consumer outcomes. However, we show that 

personalizing imagery by having consumers incorporate their own photos with product images yields negative consumer outcomes. 

This is because self-photos elicit self-scrutiny and its attendant negative affect dampens product attitudes and purchase intentions. 

3.7 A Play for Power: Exploring the Ways Consumption Marks Social Stratifications 

Room: Salon 7 

Co-chairs: Laurel Steinfield, University of Oxford, UK 

Linda Scott, University of Oxford, UK 

1. Effects of Geographic and Religious Stratification and Modernity in the Arab Gulf 

Russell Belk, York University, Canada* 

Rana Sobh, Qatar University, Qatar* 

Qatar and United Arab Emirates are staunchly Islamic, wealthy, and ethnically and religiously diverse. Recent petro-wealth and 

Western popular culture have also made for rapidly changing consumption patterns. Based on three years of ethnographic fieldwork 

we dissect effects of this set of influences on status and consumption patterns. 

2. Viewing the Creation and Reproduction of Racial Stratification through Consumption: Life Histories of the Black Middle Class 

in America 

David Crockett, University of South Carolina, USA* 

45

Through exploring life histories of Black middle-class families, I document the racial stratifications of the American marketplace. 

Recognizing the historical conditions specific to late capitalism that perpetuate racial stratifications, I demonstrate how the Black 

consumer’s racial and class identity is protected by origin myths yet challenged by generational differences. 

3. Controlling Consumption: The Illusiveness and Pervasiveness of Gender Norms in the Ugandan Marketplace 

Laurel Steinfield, University of Oxford, UK* 

Linda Scott, University of Oxford, UK* 

Uganda, a traditional patriarchal society, is experiencing social dislocations as a result of women’s empowerment. Yet regardless of 

legislative and policy changes, gender norms still stratify the marketplace and limit the progress of women. We study how the 

dislocations are contained and gender stratifications reinforced through biases surrounding consumption. 

4. The Consuming City: Economic Stratification and the Glasgow Effect 

Kathy Hamilton, University of Strathclyde, UK* 

Katherine Trebeck, Oxfam, UK 

The development of consumer culture in Glasgow, Scotland has been a central strategy in response to the identity crisis caused by deindustrialisation. 

We consider whether regeneration strategies that centre on consumption are effective or whether they are they 

counter-productive and instead harming the social assets of citizens. 

3.8 Cleanliness & Morality as Cover for Guilt, Loneliness, Rigidity, & Waste 


Co-chairs: Alice (Jing) Wang, University of Iowa, USA 


1. Feeling Guilty About Money: How Consumers Prioritize Cleansing Tainted Money Over Redeeming Moral Failures 

Hyun Young Park, China Europe International Business School, China* 

Tom Meyvis, New York University, USA 

Although prior literature suggests that guilt motivates general, cross-domain compensation, we demonstrate that consumers who feel 

guilty about money seek compensation in a strikingly specific way. This specific compensation suggests that consumers who feel 

guilty about money try to cleanse the tainted money rather than redeem themselves from moral failures. 

2. Loneliness and Moral Judgment (Does Loneliness Make Moral Judgment More Permissible) 

Jenny (Jinfeng) Jiao, University of Iowa, USA 

Jing (Alice) Wang, University of Iowa, USA* 

This paper examines how loneliness influences people’s moral judgment. This paper shows that lonely people make moral judgment 

more permissible. Four studies demonstrate that lonely people are more likely to make a moral utilitarian choice than non-lonely 

people (study 1 and study 2); and lonely people rate five dimensions of moral foundations (harm, fairness, in-group, authority and 

purity) (Haidt 2001) less relevant to their judgment than non-lonely people (studies 3 and 4). We also document that the effects are 

driven by empathetic concern. 

46

3. When the Right is Not So Rigid: Political Ideology and Charitable Giving Revisited 

Andrew Kaikati, Saint Louis University, USA* 



This research offers a more nuanced understanding of the rigidity-of-the-right hypothesis. In three studies, we show that conservatives 

may align their donation decisions with the generosity of liberals, and hence increase their generosity when anticipating accountability 

to an audience of liberals with whom they share a salient common identity. 

4. Feel Sorry for the Cake in Trash The Effect of Food Types on Consumers’ Food Waste Perceptions 

Joon Yong Seo, SUNY Brockport, USA* 

Sukki Yoon, Bryant, USA 

Consumer perceptions and feelings associated with food waste remain unexamined. The present research proposes that consumers 

deal with food waste with a varying degree of cognitive and affective reactions, depending on the types of food (virtue and vice) 

wasted and food consumption goals (taste and health). 

3.9 Preference for Inferior Outcomes & More Effort 

Room: Wilson 

Chair: Yifan Dai, University of Toronto, Canada 

1. The Valuation of Imagined Future Achievement 

T. Andrew Poehlman, Southern Methodist University, USA* 

George Newman, Yale University, USA 

Three studies show people value the notion of potential in the present. Study 1 demonstrates potential makes people more likely to 

consume inferior performances. Study 2 shows this requires the ability to project performance in the future. Study 3 shows the effect 

only holds when valuation is open to interpretation. 

2. Brands Status and Reverse Placebo Effects: High Status Products Inhibit Performance Despite Being Preferred 

Renée Gosline, Massachusetts Institute of Technology, USA* 

Sachin Banker, Massachusetts Institute of Technology, USA 

Jeffrey Lee, Harvard Business School, USA 

We extend research on marketing placebo effects by investigating how brand status affects performance. We show that “reverse” 

placebo effects of high status products occur due to social comparison contrast effects: participants infer higher standards while 

lowering expectancies of their own relative performance. This effect is heightened among self-monitors. 

3. Nutrition Information as Cultural Contaminant 

Pierrick Gomez, Reims Management School and University Paris Dauphine, France* 


47

We predict and found that hedonistic cultures (e.g., French) perceive nutrition information as a cultural contaminant because it is 

associated with utilitarian symbols. Three experiments conducted in France, which places strong emphasis on the pleasure of eating, 

examine the cognitive and evaluative consequences of feelings of cultural contamination. 

4. Choosing the More Effortful Option for Illusionary Self-Control 

Yanjie Li, Chinese University of Hong Kong, Hong Kong, China 

Leilei Gao, Chinese University of Hong Kong, Hong Kong, China* 

We show that when choosing between two unhealthy food items, people with an active health goal are more likely to choose the 

option that incurs more psychical or psychological effort, as an excuse for self-indulgence and a means to solve the self-control 

dilemma. 

3.10 A Variety of Papers on Variety, Choice Sets, & Categories 


Co-chairs: Brittney Dalton, Washington University in St. Louis, USA 

Mathew S. Isaac, Seattle University, USA 

1. Set-fit Effects in Choice 

Ellen Evers, Tilburg University, The Netherlands* 

Yoel Inbar, Tilburg University, The Netherlands 

Marcel Zeelenberg, Tilburg University, The Netherlands 

We show how the “fit” of an item with a set of similar items affects choice. People have a notion of a set that fits together—one where 

the contents are all-similar, or all-different, on salient attributes. This results in choices reflecting “set-fit” and predictable shifts in 

preferences. 

2. The Top-Ten Effect: Consumers’ Subjective Perceptions of Rankings 

Mathew S. Isaac, Seattle University, USA* 

Robert M. Schindler, Rutgers University-Camden, USA 

A series of field and laboratory studies indicates that consumers tend to mentally partition uncategorized lists of ranked items, such as 

Businessweek's rankings of top MBA programs, into round-number categories. This tendency causes consumers to exaggerate the 

perceived distance between category-bordering ranks, such as rank 10 vs. rank 11. 

3. Variety Promotes Flexibility: The Effect of Exposure to High Variety on New Product Evaluations 

Zixi Jiang, University of New South Wales, Australia* 

Jing Xu, Peking University, China 


This research examines the subtle effect of exposure to high variety on consumer evaluations of unrelated new products. Five studies 

demonstrate that the exposure to high variety induces cognitive flexibility, which in turn leads to more favorable evaluations for new 

48

products. 

4. Within-Category vs. Cross-Category Substitution in Food Consumption 

Young Eun Huh, Hong Kong University of Science and Technology, Hong Kong, China* 

Carey Morewedge, Carnegie Mellon University, USA 

Joachim Vosgerau, Tilburg University, The Netherlands 

When a desired food is unavailable, consumers often switch to substitutes. We examine how consuming cross-category vs. withincategory 

substitutes influences consumption of the desired target. Although consumers prefer within-category substitutes, crosscategory 

substitutes are more effective in reducing craving for and consumption of the target food. 

3.11 Goal Contents: Importance, Time, Self-Other, or Culture 

Room: Salon 1 

Co-chairs: Antonios Stamatogiannakis, IE Business School - IE University, Spain 

Kaitlin Woolley, University of Chicago, USA 

1. This Is Important (But Don’t Tell Me That): The Backfire Effect of Emphasizing Goal Importance 

Scott Davis, Texas A&M University, USA* 

Kelly Haws, Vanderbilt University, USA 

Conventional wisdom and prior research suggest that when goals are more important, people will strive harder to reach them and 

increase self-control efforts. We examine possible backfire effects of emphasizing goal importance and find that people with lower 

self-control respond negatively to highly important goals. 

2. How Time Flies When You’re Looking Forwards: Effects of Forward Progress Monitoring on Time Perception 

Yanli Jia, Chinese University of Hong Kong, Hong Kong, China* 


Jianmin Jia, Chinese University of Hong Kong, Hong Kong, China 

People monitor their progress in an activity by focusing on either the amount of work they have completed or remaining. The number 

of task-related events that become salient as a result of these monitoring strategies can influence their estimates of the activity’s 

duration. Four experiments confirm this possibility. 

3. Beat Competitors or Beat Yourself: Differential Effects of Goal Focus on Players’ Motivation in Different Stages of Competitive 

Goal Pursuit 

Eunjoo Han, University of Texas at Austin, USA* 

Ying Zhang, University of Texas at Austin, USA 

We examine how to motivate individuals in competitive goal pursuit. We propose that thinking about rivalry and competition elicits 

higher motivation before the competition starts. Once the actual competition begins, we predict that individuals are more motivated by 

focusing on the fixed performance standard to achieve (vs. rivalry and competition). 

49

4. Towards Understanding the Interplay between Culture and Goals 

Haiyang Yang, Johns Hopkins University, USA 

Antonios Stamatogiannakis, IE Business School - IE University, Spain* 

Amitava Chattopadhyay, INSEAD, Singapore 

We show in the field and the lab that independent (interdependent) cultural values increase motivation for pursuing attainment 

(maintenance) goals. We further show that this effect is driven by the congruence between higher-order goals reflecting cultural values 

and lower-order consumption goals, and is independent of the influence of regulatory focus. 

3.12 Roundtable: Mechanical Turk 2.0: Issues, Limitations, & Solutions for Collecting 

Data 

Room: Indiana 

Chair: Joseph Goodman, Washington University in St. Louis, USA 

Participants: 


Daniel G. Goldstein, Microsoft Research, USA 

Gabriele Paolacci, Erasmus University Rotterdam, The 

Netherlands 

Pamela Smith, University of California San Diego, USA 


Andrew Stephen, University of Pittsburgh, USA 

Selin A. Malkoc, Washington University in St. Louis, USA 


Pamela Mueller, Princeton University, USA 

Joseph Redden, University of Minnesota, USA 

Panos Ipeirotis, New York University, USA 

Donna Hoffman, The George Washington University School of 

Business, USA 

Rebecca Walker Naylor, Fisher College of Business, Ohio State 

University, USA 


Thomas Novak, The George Washington University School of 

Business, USA 

Brittney Dalton, Washington University in St. Louis, USA 

Hilke Plassmann, INSEAD, France 

Consumer research has seen a dramatic increase in the use of Mechanical Turk (MTurk). Research has recently discussed the benefits 

and reliability of MTurk data, yet important questions remain. We will discuss some of these issues and limitations faced by consumer 

researchers, and propose possible solutions. 

PRESIDENTIAL LUNCHEON 

12:15pm - 1:45pm 


Sponsored by 


Qualtrics 

SESSION 4 

2:00pm - 3:15pm 

50

4.1 Perspectives: Motivation (Sponsored by Journal of Consumer Psychology) 

Room: Crystal 

Co-chairs: Siegfried Dewitte, Katholieke University Leuven, Belgium 


Chris Janiszewski, University of Florida, USA 

This session brings together three leading scholars who have contributed greatly to consumer research on "Motivation." In 

alphabetical order, first, Ravi Dhar will present a brief overview of his research on consumer judgment and decision making in intertemporal 

tradeoffs, especially between hedonic and utilitarian options, and then talk about some new targets for goals research 

inspired by JDM research. Next, Siegfried Dewitte will present an overview of his research on the role of temptations in selfregulation 

success, with a focus on food-related behaviors. Chris Janiszewski will then present an overview of his research on selfregulation 

and motivation in product evaluation and choice, focusing on contrasts between intrinsic and extrinsic goals. 

4.2 Examining the “Me” in Emotion: How Emotion & Different Aspects of the Self 

Influence Self-Control 

Room: Salon 2 

Chair: Anthony Salerno, University of Miami, USA 

1. The Downstream Consequences of Incidental Emotions and Preference Inconsistent Information 

DaHee Han, Indiana University, USA* 

Nidhi Agrawal, University of Washington, USA 

Morgan Poor, University of San Diego, USA 

Adam Duhachek, Indiana University, USA 

We show that emotions of the same valence (shame and anger) have different effects on self-control following confrontation with 

information that is either preference consistent or inconsistent. We argue that when information is perceived as a threat to an 

individual’s situational self-identity, they self-affirm through counter-argumentation, which boosts subsequent self-control. 

2. The Spillover Effects of Guilt on Subsequent Preferences for Unrelated Self-Improvement Products 

Thomas Allard, University of British Columbia, Canada* 

Katherine White, University of British Columbia, Canada 

This research explores the spillover effects of guilt on out-of-domain consumption. Participants led to feel guilty (vs. sad or neutral) 

subsequently exhibit preferences for products allowing for self-improvement vs. mood-management in unrelated domains. The effect 

is more pronounced for those with incremental self-views and is mediated by self-improvement motives. 

3. ‘I’ vs. ‘You’: Self-focus as a Mediator of Emotion Effects on Self-control 

Nitika Garg, University of New South Wales, Australia* 

Gergana Nenkov, Boston College, USA 

Sadness’ association with self and enhanced self-focus has been implicated in the sadness-consumption relationship. We find that the 

increased self- (vs. other-) focus of sadness leads to more indulgent consumption. Further, we examine whether elaboration on the 

51

potential outcomes of behavior for others attenuates the influence of self-focus on self-control. 

4. The Influence of Pride Diagnosticity on Self-Control 

Anthony Salerno, University of Miami, USA* 

Juliano Laran, University of Miami, USA 


We show that certain experiences of pride are more likely to be used as a diagnostic experience for interpreting and proceeding with a 

subsequent self-control dilemma. Pride is found to increase (vs. decrease) self-control when its experience is interpreted as diagnostic 

of a person’s self-concept (vs. goal pursuit progress). 

4.3 Choices & the Self from Cognition to Motivation to Physical Expression 

Room: Salon 3 

Co-chairs: Kathleen Vohs, University of Minnesota, USA 

Nicholas Olson, University of Minnesota, USA 

1. Thinking That Choices Reflect the Self Leads to Maximizing Behavior 


Nicholas Olson, University of Minnesota, USA* 

Why would people decision maximize when maximizing, compared to satisficing, lowers decision satisfaction and heightens regret 

We hypothesized that consumers who feel that choices reflect the self are more likely than others to exhibit maximizing tendencies. 

Three studies using measured and manipulated variables and self-reports supported this hypothesis. 

2. On Metacognition and Culture 

Aner Sela, University of Florida, USA* 


We show metacognitive effects on judgment vary by culture. Whereas American participants and Indians primed with the notion that 

choice reflects the inner-self interpreted difficult decisions as more important, and consequently deliberated harder, Indian participants 

and Americans primed with the notion that choice reflects societal roles did not. 

3. One of Each: Variety Seeking to Avoid Choice Difficulty 

Joseph Goodman, Washington University in St. Louis, USA* 


Consumers seek variety for several reasons and variety seeking is often viewed as utility maximizing. But do consumers at times seek 

variety in order to minimize decisional effort We propose consumers use a variety-seeking heuristic to relieve choice conflict, which 

occurs prominently when consumers’ mental resources are limited. 

4. Imago Animi Sermo Est – Speech is the Mirror of the Mind: The Effect of Vocal Expression on Preferences 

Anne Klesse, Tilburg University, The Netherlands* 

52

Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA 

Caroline Goukens, Maastricht University, The Netherlands 

We compare non-vocal elicitation modes (e.g., expressing one’s choice by pushing a button) to vocal preference elicitation (e.g., 

expressing one’s choice by speech). Three experiments reveal vocally expressing one’s choice fosters decisions that are in line with 

individuals’ automatic, initial emotional reactions (e.g., snacks higher in calorie content). 

4.4 Redistribution & Social Justice in Consumer Behavior 


Co-chairs: Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands 

Klaus Wertenbroch, INSEAD, France and University of Pennsylvania, USA 

1. Deserved Fruits of Labor Culture, Just-World Beliefs, and Preferences for Redistributive Incentive Schemes 

William W. Maddux, INSEAD, France 

Douglas H. Frank, INSEAD, France 

Klaus Wertenbroch, INSEAD, France and University of Pennsylvania, USA* 

What makes tax and incentive schemes more or less preferable in different cultures Three correlational and experimental studies 

demonstrate that cultural variations in fundamental social beliefs about the causes of individual performance and success are 

responsible for cultural variations in preferences for fiscal redistribution and for redistributive reward systems. 

2. Spreading the Health: Americans’ Estimated and Ideal Distributions of Death and Health(care) 

Sorapop Kiatpongsan, Harvard University, USA* 


A national sample of Americans estimated the distributions of both life expectancy and access to healthcare for members of each of 

the five income quintiles, and also reported their ideal distributions. Americans across the political and economic spectrum prefer 

health to be more equally distributed between the rich and poor. 

3. The Effect of Income Tax on the Motivation to Work Depends on People’s Cultural Philosophies 

Scott Rick, University of Michigan, USA* 

Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands 

Katherine Burson, University of Michigan, USA 

Does the presence of income taxes affect productivity We conducted an incentive-compatible labor experiment that controlled for net 

wages. Taxes generally decreased persistence and accuracy (and thus earnings) in a counting task. However, among Egalitarian- 

Communitarians (who chronically loathe inequality and endorse government intervention), taxes actually increased productivity. 

4. Conspicuous Consumption Reflects How Redistribution Influences Perceived Social Justice 

Barbara Briers, Tilburg University, The Netherlands* 

Klaus Wertenbroch, INSEAD, France and University of Pennsylvania, USA 

Breagin K. Riley, Syracuse University, USA 

53

We examine how redistribution preferences affect the value of status consumption: people who favor less (more) fiscal redistribution 

value status consumption more as a meaningful signal because they consider income more deserved (i.e., a stronger belief in a just 

world). Data come from a national consumer survey and two experiments. 

4.5 Sharing Information: A Focus on the Sharer’s Motives & Feelings 


Chair: Troy Campbell, Duke University, USA 

1. The Selfish Side of Sharing: Effects of Need for Control on Advice Giving 

Alessandro Peluso, University of Salento, Italy* 


Matteo De Angelis, LUISS University, Italy 


Advice giving is typically considered an altruistic behavior driven by empathic concern for others. The present research examines the 

hypothesis that advice giving is not always driven by empathy. Three experiments find that consumers sometimes provide advice to 

fulfill a self-serving motive to restore a lost sense of personal control. 

2. The Altruistic Side of Sharing: Giving Misery Company by Sharing Personal Negative Experiences 

Troy Campbell, Duke University, USA* 

Dan Ariely, Duke University, USA 

Though people often wish not to talk about their own negative experiences, we find people act socially altruistically and share these 

experiences to provide social comparison benefits for others. This sharing behavior is higher with recipients in negative (especially 

unchangeable) situations and higher for friends, though occurs also for acquaintances. 

3. La Vie en Rose at the Top Why Positive (Negative) Information goes Up (Down) in a Hierarchy 

Christilene Du Plessis, INSEAD, France* 

David Dubois, INSEAD, France 

Can the hierarchical relationship between a sender and a recipient of WOM information affect the type of information shared Two 

studies demonstrate that senders of a WOM message tend to share significantly more positive (negative) information when addressing 

a recipient higher (lower) in the hierarchy, relative to negative (positive) information. 

4. Negative Consequences of Empowering Consumers and Employees 

Tami Kim, Harvard Business School, USA* 

Leslie John, Harvard Business School, USA 

Todd Rogers, Harvard Business School, USA 


We show that empowerment can generate many negative downstream costs. Once empowered, stakeholders demand to continue 

54

voting and become dissatisfied when no longer allowed to vote. Empowerment also backfires when stakeholders repeatedly vote on 

trivial issues. 

4.6 Re-Interpreting Culturally Construed Consumption & Its Embodiment Within the 

Female Body 

Room: Salon 6 

Chair: Andrew Lindridge, The Open University Business School, UK 

1. Constructing Identity through Cultural and Ancient Interpretations of the Female Body 

Anoop Bhogal-Nair, Coventry Business School, UK* 

Through complex negotiations of consumption practices, Indian women in contemporary, modernizing society are shown to be 

forging identities that challenge traditional ideologies of ‘womanhood’. Through societal surveillance and patriarchal control, young 

women’s body projects come under moral scrutiny, tempering the fissure between the self as individual and as collective object. 

2. The Halal Nail Polish: Religion and Body Politics in the Marketplace 

Ozlem Sandıkcı, Faculty of Business Administration, Bilkent University, Turkey* 

The launch of halal nail enamel suitable for prayer offers a case to interrogate the complex ways through which social, cultural, 

material and religious interpretations of body intersect with marketplace dynamics, informing identities and discussing the 

increasingly instrumental role market actors’ play in the construction and maintenance of pious self 

3. Religiosity and Acculturation Through Apparel Consumption Amongst North African Migrant Women in France 

Ranam Alkayyali, UPEC, ESCP Europe, France* 

I explore how North African Muslim migrant women construct clothing symbolism to gain power over their bodies in French culture 

which perceives its culture superior to others. Whilst migrant women with low religiosity abdicate religious dress for better 

integration, highly religious participants challenge the secular state by theatralizsing their Burqa. 

4. Renegotiating the Patriarchal Bargain and the Embodiment of Womanhood 

Andrew Lindridge, The Open University Business School, UK* 

Omnipreye Worlu, The Open University Business School, UK 

Lisa Penaloza, KEDGE Business School, France 

Nigerian migrant women in Britain are shown to use consumption to renegotiate culturally gendered body and related roles. Roles that 

had previously been within their marital patriarchal bargain are actively challenged and renegotiated, through consumption. Our 

findings also indicate the boundaries that gender and the body are negotiatable within acculturation. 

4.7 Anthropomorphism: New Insights & Implications 

Room: Salon 7 

Co-chairs: Fangyuan Chen, Hong Kong University of Science and Technology, Hong Kong, China 

55

Rocky Peng Chen, University of Hong Kong, Hong Kong, China 

1. The Effects of Anthropomorphization on Brand Personality Perceptions: A Motivational Account 

Fangyuan Chen, Hong Kong University of Science and Technology, Hong Kong, China* 

Jaideep Sengupta, Hong Kong University of Science and Technology, Hong Kong, China 

Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China 

This research provides a motivation-based conceptualization for the antecedents and consequences of brand anthropomorphism. We 

propose that consumers with a sociality (effectance) motivation will humanize the brand and perceive it as warmer (more dependable) 

than those who do not have such a motivation; this has corresponding implications for advertising effectiveness. 

2. Is She My New Friend The Effect of Social Exclusion on Consumer Preference for Anthropomorphized Products 

Rocky Peng Chen, University of Hong Kong, Hong Kong, China* 

Echo Wen Wan, University of Hong Kong, Hong Kong, China 

Eric Levy, University of Cambridge, UK 

This research demonstrates that experiencing social exclusion increases consumers’ preference for anthropomorphized products. This 

effect is driven by consumers’ perception that the product provides a new social connection, and is moderated by brand personality 

such that the effect is diminished when the product implies a tough personality. 

3. When Consumers Meet Humanized Brands: Effect of Self-construal on Brand Anthropomorphism 

Meng-Hua Hsieh, University of Washington, USA 

Shailendra Pratap Jain, University of Washington, USA 

Xingbo Li, University of Washington, USA* 

Vanitha Swaminathan, University of Pittsburgh, USA 

In two experiments, we show that consumers with an interdependent self-construal are more likely to purchase anthropomorphized 

partner brands than anthropomorphized servant brands. However, these effects of brand anthropomorphism emerge only when self– 

brand connection is low (vs. high). 

4. When Temptations Come Alive: How Anthropomorphization Undermines Consumer Self-Control 

Julia Hur, Northwestern University, USA* 

Minjung Koo, Sungkyunkwan University, Republic of Korea 

Wilhelm Hofmann, University of Chicago, USA 

What happens when your temptations come alive Anthropomorphizing tempting products hampers consumer self-control by 

decreasing identification of a self-control conflict. Four studies show that participants were less likely to identify conflicts and more 

likely to indulge in temptations when tempting products (high-caloric cookies or TV gadgets) were anthropomorphized. 

4.8 The Moral Consumer 


Co-chairs: Stephanie Finnel, University of Maryland, USA 

56

Merrie Brucks, University of Arizona, USA 

1. Charities, Connections, and Costs: Why and When Moral Identity Triggers Preferences to Donate Time vs. Money 

Eric Levy, University of Cambridge, UK* 

Stephanie Finnel, University of Maryland, USA 


Karl Aquino, University of British Columbia, Canada 

When consumers’ moral identity is activated, they are more motivated to connect with others, leading to a preference for giving time 

rather than money. This occurs primarily when giving time is costly (Study 1) or unpleasant (Study 2). Further, moral identity 

activation interacts with moral identity centrality (Study 3). 

2. Collective Moral Identity Projects: Authentic Brand Users Anti-Counterfeit Framework 

Anna Jansson Vredeveld, University of Connecticut, USA* 

William T. Ross Jr., University of Connecticut, USA 

Robin A. Coulter, University of Connecticut, USA 

This research explores how authentic brand users construct moral identity around the cause of “anti-counterfeits”. Netnographic 

analysis of an online community reveals that collective moral identity is central to boundary maintenance and social norm negotiation 

within the community. 

3. The Influence of Corporate Social Responsibility Efforts on the Moral Behavior of Consumers 

Kevin Newman, University of Arizona, USA* 


Little is known about how corporate social responsibility (CSR) efforts affect consumer’s moral behavior. We demonstrate that 

antisocial (prosocial) firm behavior leads consumers who use the firm to self-expand to conduct prosocial (antisocial) behavior. 

Licensing effects are reversed if consumers are hypocritical about their own behavior within the CSR domain. 

4. Illeism and Decision Making 

Oscar Moreno, University of Utah, USA* 



Illeism, or third-person self-reference, has been used throughout history by the most humble to the most powerful. Because illeism can 

be present during key decisions in a consumer’s life (e.g., in contracts), this research examines its influence on decision making in 

various domains, including altruism, risk-taking and moral-decision making. 

4.9 Disclosing Dirty Deeds & Painful Truths 

Room: Wilson 

Co-chairs: Laura Brandimarte, Carnegie Mellon University, USA 

Ellie Kyung, Dartmouth College, USA 

57

1. Of Revelations and Iron Hands: Unexpected Effects of Sensitive Disclosures 

Laura Brandimarte, Carnegie Mellon University, USA* 

Alessandro Acquisti, Carnegie Mellon University, USA 

Francesca Gino, Harvard Business School, USA 

We investigate the effect of sensitive disclosures on the impressions one will form of others who made similar disclosures. Using both 

observational and experimental data, we find that people who disclose a questionable behavior judge others who did the same more 

harshly as compared to those who did not disclose. 

2. Secrets and Lies: How Consumers Manage the Flow of Ego-Threatening Information 

Christine Kang, University of Michigan, USA 



We extend research on consumer lying by examining evasion (i.e. ambiguous, vague or avoidant responding) as an alternative to 

deception for consumers who are reluctant to reveal inconvenient truths. Four studies reveal evasion as a robust and often-preferred 

alternative to deception in social comparisons of price and credit information. 

3. Revealing Painful Truths: The impact of Friends on Self-Reports of Health-Related Behavior 

Reto Hofstetter, University of Lugano, Switzerland* 

Christian Hildebrand, University of St. Gallen, Switzerland 


Joel Huber, Duke University, USA 

We propose a novel approach utilizing the information among friends in social networks that provides incentives for truthful 

responding in consumer surveys. In a series of studies, we show that the approach induces greater truth-telling by having respondents 

being rewarded if their answers agree with friends’ predictions. 

4. Behind the "Privacy Paradox": Decreasing Disclosure by Viewing Information as a Constrained Resource 

Ellie Kyung, Dartmouth College, USA* 

People paradoxically believe that privacy is important, yet regularly share their information in relatively unprotected forums. Four 

experiments examine how the lack of perceived constraints, relative to time or money, leads people to undervalue this resource and 

that priming resource constraints can lead to lower rates of personal disclosure. 

4.10 Consumer Identity & Relationships: What We Say & What We Buy 


Chair: Sanjay Sood, University of California Los Angeles, USA 

1. Cuing Consumer Identity Salience: The Moderating Role of Consumer Boundaries 

Jodie Whelan, Ivey Business School, Western University, Canada 

58

Miranda Goode, Ivey Business School, Western University, Canada 

June Cotte, Ivey Business School, Western University, Canada* 

Drawing upon boundary theory, we (a) propose that individuals erect consumer boundaries to manage when and where a consumer 

identity is situationally cued, (b) develop a scale to measure consumer boundary strength, and (c) demonstrate that this measure 

moderates the relationship between a consumer cue and consumer identity salience. 

2. These Clothes Become You: Effects of Consumption on Social-Identification 

Rob Nelissen, Tilburg University, The Netherlands* 

Maartje Elshout, Tilburg University, The Netherlands 

Ilja van Beest, Tilburg University, The Netherlands 

People not only consume to express themselves but may also derive social identities from their consumption. After using a consumer 

product associated with a negatively valenced out-group, people were more inclined to affiliate with, hold more positive attitudes to, 

and show more favoritism to the out-group, particularly after social exclusion. 

3. Framework for the Evaluation of Experiences Before Consumption: Self, Vividness, and Narrative 

Iñigo Gallo, IESE Business School, Spain 

Sanjay Sood, University of California Los Angeles, USA* 

We present a framework that explains how consumers evaluate experiences before consumption, and how this evaluation differs from 

that of products. We suggest that experiences are evaluated closer to the self, more vividly, and more in the form of narratives, 

compared to products. Three studies provide support for each proposition. 

4. Do Others Influence What We Say The Impact of Interpersonal Closeness on Word-of-Mouth Valence 

David Dubois, INSEAD, France* 



Three experiments show that the closer consumers feel to a message recipient, the greater the likelihood that they will share negative 

relative to positive word-of-mouth. We attribute this effect to high vs. low interpersonal closeness activating low vs. high construal 

level and subsequently affecting information sharing. 

4.11 Understanding Non-Conscious Effects in Consumer Judgments 

Room: Salon 1 

Chair: Gabriela Tonietto, Washington University in St. Louis, USA 

1. Towards an Integrative Theory of Anchoring: Evidence for a Selective Accessibility Mechanism across Anchor Types 

Sophie Chaxel, McGill University, Canada* 

Anchoring is thought to be the product of two distinct processes: (a) the anchoring-and-adjustment heuristic, when individuals provide 

their own anchors; and (b) selective accessibility, when an experiment provides an anchor. The present research uses procedural 

59

priming to demonstrate that both processes are more likely complementary than mutually exclusive. 

2. The Effect of Money Priming on Consumers’ Choice 

EunKyoung Lee, Hanyang University, Republic of Korea* 

Hee-Kyung Ahn, Hanyang University, Republic of Korea 

Myungwoo Nam, Sungkyunkwan University, Republic of Korea 

This research shows that a feeling of autonomy may alter how money-primed people respond to social influences and the subsequent 

decisions. Two experiments demonstrated that the reactance caused by money reminders can be weakened by giving choosers a sense 

of freedom in decision-making. 

3. The Change You Didn’t See Coming: Nonconscious Consequences of Dynamic Transference in Consumer Contexts 

James Mourey, DePaul University, USA* 

Ryan Elder, Brigham Young University, USA 

Four studies demonstrate that subtle exposure to change–whether increasing/decreasing the size of consumer products or the color 

saturation of print advertisements and television commercials–systematically bolsters participants’ subsequent subjective ratings (e.g., 

product liking, willingness-to-pay), relative to control participants, without the participants’ conscious awareness of the exposure to 

subtle change. 

4. Tens, Hundreds or Thousands How Nutritional Information Numerosity Nonconsciously Affects Unhealthy Food Choices 

Keith Wilcox, Columbia University, USA* 

Sonja Prokopec, ESSEC Business School, France 

We examine how nutritional information unit size exerts a non-conscious influence on food perception and choice. In five studies, 

consumers judged unhealthy food to be healthier and selected it more when labeled with smaller unit nutritional information. This 

effect held for familiar and unfamiliar nutritional information and was primarily observed in high BMI consumers. 

4.12 Roundtable: Making a Difference in Different Ways: Unleashing the Power of 

Collaborative Research Teams to Enhance Consumer Well-being 

Room: Indiana 

Co-chairs: Meryl P. Gardner, University of Delaware, USA 

Minita Sanghvi, University of North Carolina, Greensboro, USA 

Julie L. Ozanne, Virginia Tech, USA 

Participants: 

Laurel Anderson, Arizona State University, USA 

Alan Andreasen, Georgetown University, USA 

Eric Arnould, University of Bath, UK 

Stacey Baker, University of Wyoming, USA 

Julia Bayuk, University of Delaware, USA 


60 

Junyong Kim, Hanyang University, Republic of Korea 

Aradhna Krishna, University of Michigan, USA 

Craig Lefebvre, RTI International and University of South 

Florida, USA 

Daniele Mathras, Arizona State University, USA 

David Glen Mick, University of Virginia, USA

Paul Connell, City University London, UK 

Brennan Davis, Baylor University, USA 

Benet DeBerry-Spence, University of Illinois at Chicago, USA 

Alexander (Sasha) Fedorikhin, Indiana University, USA 


Curt Haugtvedt, Ohio State University, USA 

Ron Hill, Villanova University, USA 


Mike Kamins, SUNY-Stony Brook, USA 

Carol Kaufman-Scarborough, Rutgers-Camden, USA 


Stephanie Oneto, University of Wyoming, USA 

Connie Pechmann, UC at Irvine, USA 

Vanessa Perry, The George Washington University, USA 

Mark Peterson, University of Wyoming, USA 

Norbert Schwarz, University of Michigan, USA 


Clifford J. Shultz, II, Loyola University Chicago, USA 

Laurel Steinfield, University of Oxford, UK 

Harish Sujan, Tulane University, USA 

Ekant Veer, University of Canterbury, New Zealand 

Madhu Viswanathan, University of Illinois at Urbana- 

Champaign, USA 

This roundtable seeks to foster discussion among researchers who use different paradigms and methods to improve consumer wellbeing. 

We seek to inspire synergies and collaboration by offering practical advice for building and maintaining effective crossparadigm 

and trans-disciplinary research teams to explore new models for transformative and life-enhancing consumer research. 

COFFEE BREAK 

3:15pm - 3:30pm 

SESSION 5 

3:30pm - 4:45pm 

5.1 Perspectives: Identity & Social Influences (Sponsored by Journal of Consumer 

Psychology) 

Room: Crystal 

Co-chairs: Jennifer Argo, University of Alberta, Canada 


Linda Price, University of Arizona, USA 

This session brings together three leading scholars who have contributed greatly to consumer research on "Identity and Social 

Influence." In alphabetical order, first, Jennifer Argo will present an overview of her research on social identity and consumer-toconsumer 

interactions. Next, Jonah Berger will present an overview of his research on contagion and virality. Linda Price will then 

present an overview of her research on consumer identities and consumption communities. 

5.2 Pain or Gain: Comparative Thinking & Consumer Well-Being 

Room: Salon 2 

Co-chairs: Jingjing Ma, Northwestern University, USA 

Yangjie Gu, Tilburg University, The Netherlands 

1. The Maximizing Mindset 

Jingjing Ma, Northwestern University, USA* 

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Neal J. Roese, Northwestern University, USA 

Getting the best is great. The goal of maximizing outcomes has been advocated as ideal in almost every domain of life. We propose 

that maximizing constitutes a mindset that may be situationally activated and impact subsequent consumption satisfaction, e.g., 

amplifying regret and dissatisfaction and increasing likelihoods of returning products. 

2. Unit Asking: A Method to Boost Donations and Beyond 

Christopher Hsee, University of Chicago, USA 

Jiao Zhang, University of Miami, USA* 

Zoe Lu, Shanghai Jiao Tong University, China 

Fei Xu, Shanghai Jiao Tong University, China 

We introduce a virtually costless method for boosting charitable donations: unit-asking—before asking donors to decide willingnessto-donate 

for N needy persons, asking them to indicate a hypothetical willingness-to-donate for one of the needy persons. Three 

studies involving both real and hypothetical fundraisers test and establish the effectiveness of the method. 

3. When Choice Closure Reduces Satisfaction: The Moderating Role of Decision Outcome Valence 

Yangjie Gu, Tilburg University, The Netherlands* 


David Faro, London Business School, UK 

Past research showed that choice closure inhibits unfavorable comparisons between the chosen option and the forgone alternatives and 

can therefore increase satisfaction. In this paper, we demonstrate that choice closure can reduce satisfaction when the chosen option 

compares favorably with the forgone options. 

4. Intelligence Predicts Choice of Absolute vs. Positional Income 

Christopher Chabris, Union College, USA 

Bailey Rand, Union College, USA 

Najiba Keshwani, Union College, USA 

Shane Frederick, Yale University, USA* 

We find that the preference for absolute over positional wealth levels (e.g., preferring a society in which you earns $100K while others 

earn $200K over one is which you earn $50K while others earn $25K) is significantly predicted by three different measures of 

intellectual abilities (vocabulary, CRT, WPT). 

5.3 Beyond Reciprocity: Examining the Interplay Between Money & Relationships 

Room: Salon 3 

Co-chairs: Avni Shah, Duke University, USA 


1. With Friends Like These Who Needs Money Three Tests of the Substitutability Hypothesis of Money and Social Support 

Kathleen Vohs, University of Minnesota, USA* 

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Jannine D. Lasaleta, University of Minnesota, USA 

Money is a tool used to extract benefits from society, which also happens through relationships with others. We tested the 

substitutability hypothesis, which states that people treat money and social support as interchangeable resources. Three experiments 

demonstrated that reminders of how much one is socially supported decrease motivation for money. 

2. Money and Marriage How Marital Dynamics and Gender Differences in Risk Affect Financial Portfolio Composition Choices 

Avni Shah, Duke University, USA* 

Howard Kung, University of British Columbia, Canada 

Jawad M. Addoum, University of Miami, USA 

How do marital status and gender affect financial portfolio choices Data from 9,000 US households and three experiments 

demonstrate that women make safer asset choices when single, divorced, and when receiving an income shock while married as 

compared to men. These results are mediated by perceptions of future financial certainty. 

3. The Psychology of Borrowing and Lending 

Noah J. Goldstein, University of California Los Angeles, USA* 

Ashley N. Angulo, University of California Los Angeles, USA 


What happens when finance mixes with friendship We investigate the negative consequences of lending money between friends. 

Lenders’ (dis)satisfaction is driven by lenders’ inflated expectations of control over borrowers’ spending decisions, as well the specific 

nature of the borrowers’ purchases (hedonic vs. utilitarian) with the loaned funds. 

4. Increasing Tax Compliance by Empowering Taxpayers 

Cait Poynor Lamberton, University of Pittsburgh, USA* 

Jan-Emmanuel De Neve, University College London, UK 


Consumers’ desire to avoid paying taxes costs the US government – and thus a host of public programs – over $300 billion annually. 

We present experimental evidence that suggests that simply giving consumers voice in the way their taxes are spent can significantly 

increase compliance, while also improving consumers’ attitudes towards taxation. 

5.4 When the Choosing Gets Rough: Incidental Factors that Increase Choice Difficulty 


Co-chairs: Jordan Etkin, Duke University, USA 

Jennifer Savary, Yale University, USA 

1. When Being Happy Makes Choosing Harder 

Jordan Etkin, Duke University, USA 

Anastasiya Pocheptsova, University of Maryland, USA* 

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We consider how being in a positive mood impacts consumers’ experiences of choice difficulty. Contrary to general intuition that 

positive mood promotes successful outcomes, we find positive mood can hamper choice processes. Four studies demonstrate that 

positive mood can exacerbate perceived differences between choice options and increase choice deferral. 

2. The Cognitive and Behavioral Consequences of Considering Low-Fit Brand Extensions 

Kelly Goldsmith, Northwestern University, USA* 

Ryan Hamilton, Emory University, USA 

We explore the cognitive consequences of evaluating brand extensions and find that evaluating low-fit extensions depletes consumers’ 

cognitive resources yet promotes more abstract processing. In support of our process, we find broadening one’s definition of “fit” 

moderates these effects. We conclude with a discussion of the implications for these findings. 

3. Distractions: Friend or Foe in the Pursuit of Conscious and Nonconscious Goals 

Eunice Kim Cho, Pennsylvania State University, USA* 

Andrew Mitchell, University of Toronto, Canada 


We examine how conscious and nonconscious goal pursuits diverge when encountering distractions of various types. Three studies 

demonstrate that resource consuming distractions increase the accessibility and importance of conscious focal goals, but not of 

nonconscious focal goals, and thereby have an ironic effect of facilitating the pursuit of conscious goals. 

4. The Positive Consequences of Conflict: When a Conflict Mindset Facilitates Choice 

Jennifer Savary, Yale University, USA* 

Tali Kleiman, New York University, USA 

Ran Hassin, Hebrew University of Jerusalem, Israel 


Much research has shown that conflict is aversive and increases choice deferral. In contrast, we propose conflict can be beneficial. 

Four experiments demonstrate that incidental exposure to conflict can activate a conflict mindset, in which people process information 

more systematically, and thus are better able to confront and resolve choice. 

5.5 Virtual Lives 


Co-chairs: Gia Nardini, University of Florida, USA 

Richard J. Lutz, University of Florida, USA 

1. Virtual Learning about Alcohol through Narrative Transportation into Television Episodes 

Cristel Antonia Russell, American University, USA* 

Edward F. McQuarrie, Santa Clara University, USA 

This paper reports the findings of an experimental program funded by the National Institute on Alcohol Abuse and Alcoholism 

(NIAAA) concerning the impact on teens of alcohol-related television narratives. It investigates the mediating role of narrative 

transportation on the impact of pro- vs. anti-alcohol story lines. 

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2. Coping with Stress in the Age of Warcraft: A Conceptual Framework for Consumer Escapism 

Andrew Kuo, Louisiana State University, USA* 

This research investigates the phenomenon of consumer escapism within the context of videogames. Through a series of in-depth 

interviews examining first-hand experiences with World of Warcraft, a conceptual framework is built to identify the motivations, 

processes, and consequences inherent to consumer escapism through online gaming. 

3. When a Picture is Worth Less Than a Thousand Words 

Gia Nardini, University of Florida, USA* 

Robyn A. LeBoeuf, University of Florida, USA 

Richard J. Lutz, University of Florida, USA 

Documenting experiences (e.g., taking pictures) is often viewed as gratifying. However, people commonly complain about becoming 

preoccupied with documenting and forgetting to enjoy the experience in the moment. We find that the number of pictures taken 

negatively influences enjoyment, even though people hold lay theories that the reverse is true. 

4. Somewhere Out There: The Power of Brands to Act as Virtual Proxies Signifying Safety and Representing Home during Intense 

Risk-filled Separations 

Hope Jensen Schau, University of Arizona, USA* 

Mary C. Gilly, University of California Irvine, USA 

Mary Wolfinbarger Celsi, California State University Long Beach, USA 

Deployment is stressful both for military personnel and their loved ones. But technology now enables rich and frequent 

communication with home. Based on historical documents, interviews and online military forums, we find that individuals use 

comfort brands and military-endorsed brands to symbolically co-create safety and proximity during separation. 

5.6 Round, Precise, & Human: How People Evaluate Numerical Information 

Room: Salon 6 

Co-chairs: Rajesh Bagchi, Virginia Tech, USA 

Claudiu Dimofte, San Diego State, USA 

1. The Illusion of Lie Effect: The Suspicious Fluency of Round Numbers 

Claudiu Dimofte, San Diego State, USA* 


Round numbers (i.e., multiples of 5) are used often in communications, rendering them highly fluent. However, when used to 

quantify random events or unfamiliar claims they are distrusted, an effect termed "the illusion of lie." Product claims made in 

infomercials or comparative advertising are distrusted more if employing round numbers. 

2. Risky Business: The Negative Impact of Ambiguity on Risk Communications 

Jennifer Jeffrey, Ivey Business School, Western University, Canada* 

65

Dante M. Pirouz, Ivey Business School, Western University, Canada 

Jeff Rotman, Ivey Business School, Western University, Canada 

Social marketing campaigns often present consumers with risk statistics presented as ranges vs. absolute values; this research 

investigates the potential negative consequences of adopting this approach in health communications. Specifically, studies 

demonstrate that presenting risk ranges lowers intentions to engage in risk-reduction behaviours; an effect moderated by individual 

optimism levels. 

3. Better Not Smile at the Price: The Contradictory Role of Brand Anthropomorphization on Price Fairness 

Marina Puzakova, Oregon State University, USA* 

Hyokjin Kwak, Drexel University, USA 

Joseph F. Rocereto, Monmouth University, USA 

The results demonstrate that consumers form more negative attributions of price fairness when a brand is anthropomorphized (vs. nonanthropomorphized) 

with a price increase (vs. decrease). Consumer self-construal moderates this effect. Inferences of a brand’s motive 

for a price change explain the pattern of results. 

4. How do Predictions Affect Accuracy Perceptions The Role of Depth of Information Analyses 


Elise Chandon Ince, Virginia Tech, USA* 

Authors demonstrate that when a probability prediction is higher (vs. lower), consumers infer that the prediction is more accurate as it 

signals that the forecaster has conducted a more in depth analysis of the available information. Consequently, the forecaster is also 

judged as more reliable. Moderators and consequences are studied. 

5.7 On Trade-offs, Risk, & Desire: Decision Strategy & Choice 

Room: Salon 7 

Co-chairs: Stephanie Carpenter, University of Michigan, USA 

Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China 

1. Value is Shaped by Unsatisfied Desire: Activating Frustrated Values from Past Tradeoffs Shifts Unrelated Decisions 

Stephanie Carpenter, University of Michigan, USA* 

Brian D. Vickers, University of Michigan, USA 

J. Frank Yates, University of Michigan, USA 

We propose a dynamic valuation process that extends beyond the incidental circumstances surrounding a given decision context. Two 

studies revealed that recalling a prior tradeoff situation reliably affected decisions in irrelevant contexts. Results suggest that current 

value is subject to the systematic influences of prior, unrelated value experiences. 

2. Quantity Aversion: Self-Control and Consumers’ Preference for Quality vs. Quantity 


Keith Wilcox, Columbia University, USA* 

66

How does self-control affect quantity-quality tradeoffs High self-control consumers avoid quantity in favor of quality—a 

phenomenon we call quantity aversion. Quantity aversion is eliminated when situational factors (including depletion and licensing) 

lower consumers’ desire to exert self-control. Interestingly, quantity aversion occurs even in non-indulgent product categories (e.g., 

dishwashing soap). 

3. Consumers’ Choice Formulation Under Risk: A Competence-Based Perspective 

Dong-Jun Min, University of Georgia, USA* 

Marcus Cunha Jr., University of Georgia, USA 

Researchers have long believed that consumers manage risk associated with a purchase by acquiring information that helps them make 

more precise estimates of the product value. In five experiments, we show conditions under which consumers based their choice on 

either a ranking-based standard (vertical attribute) or personal preference (horizontal attribute). 

4. Two-Stage Decisions Increase Preference for Hedonic Options 

Rajesh Bhargave, University of Texas at San Antonio, USA* 



This research demonstrates that two-stage decisions increase preference for hedonic (vs. utilitarian) options. In two-stage decisions, 

shortlisting partially addresses prevention goals, which impacts these goals’ continued activation, such that prevention focus relatively 

decreases post-screening. Consequently, this shift in regulatory focus increases preference for hedonic options. 

5.8 What Thoughts Count Some Ways in Which Gift Selection Affects the Giver 


Chair: Adam Duhachek, Indiana University, USA 

1. Forgive by Remembering or by Forgetting: The Temporal Match Between Victim Motivation and Apology Gift Preferences 

Christina I. Anthony, University of Sydney, Australia* 

Elizabeth Cowley, University of Sydney, Australia 

Adam Duhachek, Indiana University, USA 

We show that if the victim focuses on the transgression, a utilitarian apology gift is preferred because it encourages integration of the 

transgression into the bigger relationship picture. If the victim is trying to forget about the transgression, a hedonic apology gift is 

preferred as it facilitates temporary mood regulation. 

2. Sweet Protection: Using Sweets to Manage Relationships 


Joshua Beck, University of Washington, USA* 

In two studies, we examine whether and why certain types of foods (namely sweets) are given more often as gifts. Furthermore, we 

test competing explanations that sweet foods are given to protect against a negative evaluation (self-protection motive) or a desire to 

67

present oneself as caring (self-presentation motive). 

3. Ask and You Shall (Not) Receive: Close Friends Prioritize Relational Signaling Over Recipient Preferences in Their Gift 

Choices 

Morgan Ward, Southern Methodist University, USA* 

Susan Broniarczyk, University of Texas at Austin, USA 

Gift givers balance the altruistic goal to match recipients’ preferences, against the egoistic goal to relationally signal with gifts 

expressing their knowledge of the recipient. In a gift-registry context, close friends diverge to egoistic gifts which they justify by 

distorting their perceptions, such that egoistic gifts are seen as altruistic. 

4. Mental Stealing Effects on Purchase Decisions for Others 

Esta Denton, Northwestern University, USA* 


Establishing mental accounts for others can foster concerns about stealing from that account, an act we label mental stealing. Three 

experiments demonstrate mental stealing concerns decrease purchase intentions towards products priced significantly below the 

account, and that this effect is mediated by consumer guilt. Implications for mental accounting are discussed. 

5.9 Q&A with Journal Editorial Review Board Members 

Room: Wilson 

Co-chairs: Rajesh Bagchi, Virginia Tech, USA 

Susan Dobscha, Reims Management School, France 

Journals represented: Canadian Journal of Administrative Sciences, Consumption Markets and Culture, Customer Needs and 

Solutions, European Journal of Marketing, International Journal of Business and Emerging Markets, International Journal of Research 

in Marketing, Journal of Advertising, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Consumer and 

Marketing Research, Journal of Marketing, Journal of Marketing Behavior, Journal of Marketing Research, Journal of Product 

Innovation Management, Journal of Public Policy and Marketing, Journal of Retailing, Marketing Letters, Marketing Science. 

Attendees: 


Barbara A. Bickart, Boston University, USA 

Lauren Block, Baruch College/CUNY, USA 

Marcus Cunha, Jr., University of Georgia, USA 

Darren Dahl, University of British Columbia, Canada 

Gary Frazier, University of Southern California, USA 

JoAndrea (Joey) Hoegg, University of British Columbia, Canada 


Robert Meyer, University of Pennsylvania, USA 

Ashwani Monga, University of South Carolina, USA 

Connie Pechmann, University of California Irvine, USA 

Jonathan Schroeder, Rochester Institute of Technology, USA 

Debora V. Thompson, Georgetown University, USA 

Alladi Venkatesh, University of California Irvine, USA 


Klaus Wertenbroch, INSEAD, France, and University of 

Pennsylvania, USA 

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5.10 Incentivizing Consumers to Do Good & Stay Good 


Chair: Mike Yeomans, University of Chicago, USA 

1. Matching Motives and Incentives to Combat Tire Pressure Neglect 

Mike Yeomans, University of Chicago, USA* 

David Herberich, University of Chicago, USA 

Tire pressure neglect is important and widespread, and we encouraged tire inflation in a field experiment. Information had almost no 

effect on inflation rates while even small incentives encouraged inflation at rates far exceeding their size. The power of incentives was 

moderated by framing, consistent with an “overjustification effect”. 

2. Descriptive Norm as a Moderator in Predicting Fundraising Responses from Involvement and Social Influence Susceptibility 

Huimin Xu, The Sage Colleges, USA* 

Ada Leung, Penn State Berks, USA 

When a fundraising advertisement highlighted a lack of descriptive norm, the more involved individuals responded more favorably. 

When a prevalence descriptive norm was portrayed, this relation was weaker, whereas the more socially susceptible individuals 

responded more favorably, more so than when the appeal centered on a lack of descriptive norm. 

3. The Moderating Role of Numeracy in the Effectiveness of Cause-related Marketing 

Janet Kleber, University of Vienna, Austria* 

Arnd Florack, University of Vienna, Austria 

Anja Chladek, University of Vienna, Austria 

Cause-related marketing is more effective when donations are provided in absolute amounts (vs. percentages). In two experiments, we 

examined whether this effect is moderated by individual differences in numeracy. The results showed that people with lower 

numeracy reveal this effect, whereas higher numerate individuals are unaffected by the presentation format. 

4. The Hedonic-Shift for Freebies: How Preference for Hedonic Options Disproportionately Enhanced When Price Falls to Zero 

Mehdi Hossain, University of Texas at Arlington, USA* 

Ritesh Saini, University of Texas at Arlington, USA 

In a series of studies, we find that the preference of hedonic products is disproportionately enhanced when they are offered at a free 

price. This “free price bounce” is more subdued for utilitarian products. Enhancement in affective appraisal of hedonic products is the 

underlying cause for the observed preference shift. 

5.11 Framing Effects on Persuasion 

Room: Salon 1 

Co-chairs: Keith Botner, University of Utah, USA 


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1. Regulatory Congruence Effects in Two-sided Advertising 

Erlinde Cornelis, Ghent University, Belgium* 

Veroline Cauberghe, Ghent University, Belgium 

Patrick De Pelsmacker, University of Antwerp, Belgium 

Two experiments test regulatory congruence in two-sided messages. Study 1 shows a congruence effect in two-sided messages only 

for promotion focused individuals, which was mediated by processing fluency. The second experiment clarifies the absence of a 

congruence effect found for prevention focused individuals, by demonstrating the role of processing depth. 

2. The Moderating Role of Self in the Persuasiveness of Visual Perspective 

Jing Zhang, San Jose State University, USA* 

Xiaojing Yang, University of Wisconsin - Milwaukee, USA 

Two experiments showed that when actor (observer) perspective is used in ad, participants with an ideal (ought) self indicates more 

favorable attitudes toward the ad and the advertised product, and higher purchase intentions than do participants with an ought (ideal) 

self. Thought analysis revealed the mechanism underlying the effects. 

3. What to Get and What to Give Up: Effectiveness of Promotion vs. Prevention Messages in Acquisition vs. Forfeiture Decision 

Tasks 

Tilottama G. Chowdhury, Quinnipiac University, USA* 

Camelia Micu, Fairfield University, USA 

S. Ratti Ratneshwar, University of Missouri, USA 

Eunjin Kim, University of Missouri, USA 

We show across three studies that promotion- vs. prevention-focused messages are superior in acquisition decisions, but only in the 

case of hedonic products and when imagery-based processing is dominant. However, prevention-focused messages are relatively more 

effective in forfeiture decisions, provided the ads deal with utilitarian products and processing is analytical. 

4. Fighting For a Cause or Against It: A Longitudinal Perspective 

Keith Botner, University of Utah, USA* 



Non-profits face the unique challenge of persuading consumers with very little in marketing spend, making charities’ names an 

important means of persuasion. Our research, after designating charity names as positive or negative, examines revenue and survival 

over time and finds greater longitudinal influence of a positive vs. negative frame. 

5.12 Designing Marketspaces 

Room: Madison 

Chair: Alvina Gillani, Cardiff University, UK 

1. The Vintagescape as Embodied and Practiced Space 

70

Katherine Duffy, University of Strathclyde, UK* 

Paul Hewer, University of Strathclyde, UK* 

This paper explores the practices between consumers, spaces and objects in the enactment of the vintagescape. Unpacked through 

ethnographic methods over a two-year period at ‘pop-up’ vintage markets in Glasgow, UK, our findings reveal the vintagescape as an 

ensemble of practices orchestrated and oriented around notions of time and space. 

2. Postmodern Cultural Complexities: The Two Worlds on Cuba Street 

Sharon Schembri, University of Texas - Pan American, USA* 

Matthew Ellingsen, Empathy, New Zealand 

This paper presents an investigation of the cultural worlds on Cuba Street, Wellington New Zealand. The pre-modern culture of Cuba 

as hijacked by Wellingtonians is shown as a postmodern spectacle. This demonstration of the adoption and adaption of Cuban culture 

in Cuba Street applies postmodern theory as an analytical framework. 

3. Cognition, Culture and Consumption in the Afterlife 

Elizabeth Hirschman, Rutgers University, USA* 

Russell Belk, York University, Canada 

Ayalla Ruvio, Temple University, USA 

The present research uses depth interviews with 57 consumers who recently lost a loved one they believe is now residing in heaven. 

We examine their views about consumption during eternity. We learn that images range from hedonic pursuits to desires for a more 

harmonious world, free of materialism and competitiveness. 

4. Cultural Authentication: Historical Narratives of African Clothing, Identity, and Heritage 

Benet DeBerry-Spence, University of Illinois at Chicago, USA* 

Elif Izberk-Bilgin, University of Michigan-Dearborn, USA* 

We present an examination of cultural authentication and show how during this process consumers creatively use history, drawing 

from historical events and cultural artifacts with historical significance. Findings from a multi-ethnography of also reveal three 

significant authenticating practices: 1) Journeying to the ‘Motherland’, 2) Representing Resistance; and 3) Educating One’s. 

MALCOLM GLADWELL KEYNOTE ADDRESS 

5:00pm - 6:30pm 


"DAVID & GOLIATH" 

Sponsored by 

Rotman School of Management University of Toronto 

71

01 Advertising & Communication 

POSTER SESSION & RECEPTION 

6:30pm - 8:30pm 

Exhibit Hall 

Sponsored by 

Journal of Marketing Research 

Curators: S. Adam Brasel, Boston College, USA 


01-A: Interferences in Competitive Sponsorship Clutter: The Influence of Congruence and Articulation on Attitude 

Benjamin Boeuf, HEC Montreal, Canada* 

François A. Carrillat, HEC Montreal, Canada 

Alain d'Astous, HEC Montreal, Canada 

This study examines the effects of congruence on attitude in a competitive sponsorship clutter. In an incongruent sponsor-event 

setting, competitive sponsors’ presence should have a positive effect on brand and sponsorship attitude. The moderating role of 

activation as a strategy to reduce communication interferences is also investigated. 

01-B: The Role of Social Context on Attitudes Towards Product Placement in Children’s Films 

Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa 

Nikoletta Siamagka, University of Reading, UK 

Amandeep Takhar, University of Bedfordshire, UK 

Evelyn Derera, University of KwaZulu-Natal, South Africa* 

Francesca Evans, UK 

This interpretive study explores the role of social context on attitudes towards product placement in children’s films. Our findings 

reveal that children are influenced through product placement by discussing brands placed within films, as well as being enticed to eat 

the products that are placed within movies. 

01-C: The Role of Emotional Intelligence as a Moderator of the Effectiveness of Advertising Disclaimers on Digitally Enhanced 

Images 

Paula Peter, San Diego State University, USA* 

Steven Shyne, San Diego State University, USA 

Anjala Krishen, University of Nevada Las Vegas, USA 

Are advertising disclaimers on digitally enhanced images effective in reducing body dissatisfaction What is the role of Emotional 

Intelligence (EI) With an empirical study we show EI as an important moderator of the effectiveness of advertising disclaimers on 

body dissatisfaction considering both males and females. 

01-D: This Ad is Funny, But Will I Share It 

Yeuseung Kim, DePaul University, USA* 

Hye Jin Yoon, Southern Methodist University, USA* 

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Encouraging consumers to share ads with others has become one of the important goals for advertisers. This exploratory study takes a 

psychological approach to show why one ad might be shared over another especially when attitudes toward the ads are similar. 

01-E: Does a Parent’s Social Economic Status Affect the Effects of Television Advertising Directed to Children Findings from 

Field Experiments of Kindergarten Samples in South Korea 

Seung (Seung-Chul) Yoo, Loyola University Chicago, USA* 

Eunji Cho, University of Wisconsin - Madison, USA* 

This research investigates the effects of a parent’s socio economic status (SES) on children’s responses to television advertising by 

comparing the children of low SES and high SES families in a kindergarten setting in terms of attitudinal and behavioral reactions to 

TV advertising. 

01-F: How Hand Position Impacts Cognitive Processing: Implications for Mobile Marketing Messages 

Keith Coulter, Clark University, USA 

Anne Roggeveen, Babson College, USA* 

Dhruv Grewal, Babson College, USA 

Basing our theory on the embodied cognition literature, we demonstrate how the differential processing of information that is 

proximal vs. distal to the hands can impact how an advertising message is perceived and encoded. The research has important practical 

significance for the field of mobile marketing. 

01-G: Effects of Highly Attentive Services: Role of Relationship Dynamics and Norms 

Maggie Wenjing Liu, Tsinghua University, China* 

Lijun Zhang, Peking University, China 

Hean Tat Keh, University of Queensland, Australia 

While special attention and little extras to consumers may create satisfying service encounters, highly attentive services can affect 

consumer negatively. With two lab experiments, we posited and tested that consumer satisfaction and purchase intention with high 

attentiveness may vary across different relationship dynamics and norms between customers and service providers. 

01-H: Responses to Comedic Violence Advertising: Norm Beliefs and Age Effects 

Hye Jin Yoon, Southern Methodist University, USA* 

Yeuseung Kim, DePaul University, USA 

Comedic violence ads generate humor through norm violation. Consistent with social norm theories, this study found that greater 

norm beliefs on violence in advertising positively influenced evaluation of comedic violence ads. Norm beliefs also interacted with 

age; norm belief effects on ad responses became stronger with the increase of age. 

02 Affect & Emotions 

Curators: Uzma Khan, Stanford University, USA 

Raj Raghunathan, University of Texas at Austin, USA 

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02-A: Get Rid of Your Pennies If You’re Looking for Relaxation: The Role of Money in Psychological Tension 

Mehdi Akhgari, University of Manitoba, Canada* 

Hamed Aghakhani, University of Manitoba, Canada 

Kelley Main, University of Manitoba, Canada 

Results of two studies investigate the psychological consequences of money. The concept of money increases psychological tensions 

such as stress, anxiety, and depression for money owners. Specially, reminders of possessing low denominations of money such as 

coins increase the owner’s psychological tension. 

02-B: The Warmth of Our Regrets 

Seung Hwan (Mark) Lee, Colorado State University, USA* 

Jeff Rotman, Ivey Business School, Western University, Canada* 

Andrew W. Perkins, Western University, Canada 

We show that individuals experiencing action regret feel physically warmer than individuals experiencing inaction regret. Moreover, 

we find individuals self-regulate their perceived warmth by desiring cooler drinks (vs. warm) when experiencing action regret, 

whereas individuals desire warm (vs. cool) drinks when experiencing inaction regret. 

02-C: Emotional Value of Co-creation: Can Co-creation of a Service Recovery Defuse Customers’ Anger 

Joohyung Park, University of South Carolina, USA* 

Sejin Ha, University of Tennessee, USA* 

This study examines 1) whether co-creation of recovery outperforms a traditional firm-driven recovery in reducing customers’ anger 

caused by a service failure, and 2) a condition under which such effect fades away (i.e., when compensation is offered 

simultaneously). The online scenario-based experiment confirmed the assertion of this study. 

02-D: The Effect of an Abstract vs. Concrete Mindset on Coping Behavior in Negative Emotion-Laden Trade-offs 

David Alexander, University of St. Thomas, USA* 

John Sailors, University of St. Thomas, USA 

We examine how assuming an abstract or concrete mindset changes the negative emotion generated by difficult trade-offs. We show 

that assuming an abstract mindset reduces perceptions of the negatively emotional stress in difficult trade-offs and explore the lower 

levels of coping behavior during choice that result. 

02-E: How Embarrassment Affects Consumer Evaluation of Conspicuous Products 

Xiaobing Song, Dalian University of Technology, China* 

Xiuping Li, National University of Singapore, Singapore* 

Feifei Huang, Chinese University of Hong Kong, Hong Kong, China* 

The current research examines how embarrassment influences conspicuous consumption. It is predicted that consumers who are 

feeling embarrassed would evaluate a branded product with the salient brand logo less favorably. The results further show that the 

effect would be more robust among consumers who have lower self-esteem. 

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02-F: What About Me Empirical Evidence of Consumer Envy and Destructive Envy Behavior 

Inga Wobker, Zeppelin University, Germany 

Isabella Maria Kopton, Zeppelin University, Germany* 

Peter Kenning, Zeppelin University, Germany 

In everyday economic life, consumers are often treated differently. As a consequence consumer envy may result if treated worse. As 

envy is often associated with destructive behaviors for instance lower willingness-to-cooperate, surprisingly little research on 

consumer envy has been done. This study provides insight into this important issue. 

02-G: Coping With Disgusting Consumption: Managing Threats From Self And Others 

Kivy Weeks, University of Connecticut, USA* 

This research investigates disgust associated with consumption. It proposes that disgust poses both personal and social threats that 

consumers must manage. Using a netnographic method, eleven themes for how individuals cope with disgusting consumption on a 

cloth diapering discussion board are identified. These themes support a dual-threat conceptualization. 

02-H: Hiding the Food from your Customers: Use of Surprise in Food Presentation 

Hua (Olivia) Lian, University of Alberta, Canada* 

Jennifer Argo, University of Alberta, Canada 

We examine how food presentation style (stacking food vertically vs. laying food horizontally on plates) affects consumers’ likelihood 

of ordering a dish. Results indicate that consumers are more likely to order a vertically than horizontally presented dish, and it is 

mediated by the pleasant surprise consumers anticipate from the former. 

03 Age, Race, & Gender 

Curators: Donnel Briley, University of Sydney, Australia 


03-A: Goal-Orientation Theory and Elderly Consumers’ Intentions to Use Mobile Applications for Entertainment Purposes 

Annie Chen, University of Westminster, UK 

Norman Peng, University of Westminster, UK* 

To examine Chinese elderly consumers’ intention to use mobile applications to play online games, this research adopts the goalorientation 

theory and incorporates hedonic value as a moderate. The results show performance-prove goal orientation and 

performance-avoid goal orientation will affect consumers’ intention. Moreover, hedonic value will moderate these relationships. 

03-B: What Prevents Older Adult from Travelling as Much as They Wish They Would and Thus Reap the Benefits of Travelling at 

Old Age 

Gaelle Moal-Ulvoas, France Business School, France* 

This research investigates the obstacles which prevent older adults from travelling as much as they wish they would. Four categories 

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of travel barriers are identified: the lack of physical and social resources, the lack of availability, personal and physical risks and the 

lack of other resources. 

03-C: How to Make Your Grandma Exercise: The Activation of Goals and the Availability of Plans 

Jaeyeon Chung, Columbia University, USA* 


We show that framing the plans (vs. goals) of exercising is persuasive only for the old but not for the young due to differing cognitive 

availability in generating alternative exercise plans. When reaching out to both populations, advertisers should address both the 

explicit goals and the plans within an advertisement. 

03-D: Valuing Your Group Leads to Relative Derogation of Group Offenders 

Yunhui Huang, Nanjing University, China* 

Chinese consumers were less willing to buy a domestic brand which had (vs. not had) been merged by a foreign prestigious brand. But 

this tendency only existed among people highly identified with the nationality (Study 1) or people provided the opportunities to affirm 

the nationality (Study 2 and 3). 

03-E: Relative National Identification, Oneness and Product Evaluations: A Conceptual Framework 

Aditi Grover, Plymouth State University, USA 

Phil Ramsey, University of New Hampshire, USA 

Jeff Foreman, Penn State Harrisburg University, USA* 

Drawing on self-identity theory and Oneness, we propose a conceptual framework that highlights the role of national identification in 

product evaluation. Relative National Identification (RNI) – residual identification with one’s country-of-birth adjusted for newly 

acquired identification with country-of-residence- is examined to study differences in consumer product evaluations. 

03-F: An Exploratory Study of the Role of Employee Skin Tone on Customer Evaluations 

Kelly Cowart, Grand Valley State University, USA* 

Carolyn Massiah, University of Central Florida, USA 

Kevin Lehnert, Grand Valley State University, USA* 

This study explores the impact of service provider skin tone and gender on consumer perceptions. Empirical findings suggest that both 

factors significantly influence consumer perceptions. The perceived ethnicity of the service provider plays a key role in consumer 

responses as well. Hispanics are evaluated less positively than other ethnic groups. 

03-G: Gender Differences in Purchase Attachment Resulting From Loneliness 

Sarah Roche, University of Texas at San Antonio, USA* 

David H. Silvera, University of Texas at San Antonio, USA 

Not all purchases are incorporated into the extended self equally. Our findings indicate that loneliness and gender interact to predict 

differential attachment to material and experiential purchases. When they are lonely, men shift their attachment toward experiential 

purchases and women shift their attachment toward material purchases. 

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04 Anti-Consumption & Consumer Resistance 

Curators: Jaideep Sengupta, Hong Kong University of Science and Technology, Hong Kong, China 


04-A: Consumer Incompetence and the Motivation to Avoid Consumption 




Exploring the impact of feeling as an incompetent consumer on the motivation to avoid consumption of desirable items, this current 

work finds that the desire to avoid consumption increases (decreases) when past incompetent (competent) purchase decisions are more 

accessible in memory. 

04-B: Understanding Global Impact and Voluntary Simplifier Lifestyles: A Value-Orientation Perspective of Anti-Consumption 

Sadia Yaqub Khan, Cardiff University, UK* 

Mirella Yani-de-Soriano, Cardiff University, UK 

The paper compares the value orientation of two conceptually different anti-consumption lifestyles: Voluntary Simplifier (VS) and 

Global Impact (GI). The results show the two groups have a positive relationship with the value of universalism, but while VS are 

self-directed, GI are not. Neither VS nor GI are associated with the value of security. 

04-C: Let Me Skip the Ads! Revisiting Reactance Theory in an Advertising Context 

Yoo Jin Song, University of Illinois at Urbana-Champaign, USA* 

Brittany Duff, University of Illinois at Urbana-Champaign, USA 

Experiencing freedom to watch TV without interruptions led to reactance when the freedom was threatened. Studying reactance 

becomes important in understanding TV ad effectiveness, due to diverse media usage. However, reactance did not lead to willingness 

to restore the freedom, which suggests re-examining the psychological reactance theory. 

04-D: Who Washes a Rental Car Contamination as a Barrier to Renting 

Leslie Koppenhafer, University of Oregon, USA* 

This research examines contamination as a barrier to renting. Participants evaluated a car rental where cleaning supplies were 

explicitly/not described and evidence of prior user was present or absent. Participants viewed the company more favorably and were 

willing to pay more when the prior user was not made salient. 

04-E: Making Me Feel Bad Will Make You Pay: Defensive Responses to Self-Threat Based Marketing Communications 

Pingping Qiu, Monash University, Australia* 

Fang Wan, University of Manitoba, Canada* 


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The idea that consumers seek for products to restore their self-worth when self-views are cast into doubt encourages the marketers to 

use self-threatening messages to persuade consumers to buy. However, we argue that self-threatening appeals may backfire among 

high self-esteem consumers, since they are susceptible to cues signaling their self-deficiency. 

04-F: The Not So Simple Life: Naturecultures of Voluntary Simplicity 

Shona Bettany, University of Westminster, UK* 

Ben Kerrane, University of Manchester, UK* 

In this paper we use Haraway’s (1991) concept of natureculture to broadly explore one aspect of anti-consumption, voluntary 

simplicity, in the context of urban stock-keeping. We explore how nature is mobilised as a shifting resource among those adopting a 

voluntary simplified lifestyle for the home production of eggs. 

04-G: Negativity Bias in the Product Prevention Ad Claim 

Jihye Park, Hankuk University of Foreign Studies, Republic of Korea* 

H. Rao Unnava, Fisher College of Business, Ohio State University, USA 

This research examined the negativity bias effect when consumers face with a product prevention ad claim. Data from three 

experiments show that the negative pre-existing attitude toward a brand and a product category stimulated biased information 

processing to the negative direction. 

04-H: Strategies to Resist Advertising 

Marieke Fransen, University of Amsterdam, The Netherlands* 

Claartje ter Hoeven, University of Amsterdam, The Netherlands 


In the present research, we developed and validated a scale to measure strategies that people adopt when resisting advertising. In three 

different studies, ten strategies (e.g., counter arguing, selective exposure, and avoidance) were observed. The scale shows convergent 

validity when correlated with ad skepticism, resistance to persuasion, and reactance. 

05 Brand Relationships 

Curators: Susan Fournier, Boston University, USA 

Amna Kirmani, University of Maryland, USA 

05-A: Let’s Break Up: The Action of Tearing Decreases Relationship Bonding 

Chun-Ming Yang, Ming Chuan University, Taiwan* 

Zengxiang Chen, Nankai University, China 

Two experiments demonstrate that the concept of relationship is embodied in the physical closeness between objects, and tearing 

things apart is analogous to the termination of relationship. The effects of tearing are tested in an interpersonal moral judgment task 

and a negative publicity context. 

05-B: The Influence of the Types of Brand Crisis on Consumer's Response: the Moderating Role of Brand Association and Brand- 

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Customer Relationship Strength 

Jung Ok Jeon, Pukyong National University, Republic of Korea 

Sunmee Baeck, Pukyong National University, Republic of Korea 

Eun Mi Lee, Ross School of Business, University of Michigan, USA* 

This study investigates the effects of brand crisis on consumer’s response relating to consumer's brand association and brand-customer 

relationship strength as well as brand crisis types, to understand consumer's internal process of negative information on brands 

systematically. For this purpose, an integrative approach of qualitative and quantitative methods is conducted. 

05-C: How Could You Do This To Me Brand Betrayal and Its Consumer Behavior Implications 

Arianna Uhalde, University of Southern California, USA* 

Deborah MacInnis, University of Southern California, USA 

We outline the conceptual properties and hypothesized effects of brand betrayal, defined as a negative consumer experience resulting 

from a deceit-based brand transgression directly related to the basis for brand attachment. Two studies consider how brand betrayal 

influences consumers’ emotions, brand attachment, perceived brand authenticity, forgiveness, and desire for revenge. 

05-D: The Added Value of Contextual Motivations on the Consumer-Brand Relationship 

Marina Carnevale, Fordham University, USA* 

Lauren Block, Baruch College, USA 

Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA* 

Purchase decisions may be prompted by the need to self-reward (self-compensate) some positive (negative) feeling about the self 

caused by extraordinary achievement (failure). Across two studies, we show that these different contextual motivations affect the 

consumer-brand relationship and explore an important moderator of these effects. 

05-E: An Empirical Investigation of the Dynamics of Relationship Development in Brand Community 

Miri Chung, University of Rhode Island, USA* 

Seung Kyoon Shin, University of Rhode Island, USA 

Hillary Leonard, University of Rhode Island, USA 

The current research investigates the determinants of consumer loyalty in the context of brand communities and proposes an empirical 

model, considering two perspectives of consumer loyalty development process: communication between consumer and company, and 

communication among consumers. We suggest that network centrality plays an important role in determining consumer loyalty. 

05-F: Collector-Brand Relationships: Consumer Engagement via Disney Pin Collecting 

Alexander J. Kull, University of South Florida, USA* 

Barbara A. Lafferty, University of South Florida, USA 

By examining Disney pin collectors, this research investigates the strategically important construct of consumer engagement. Drawing 

upon observations, a survey, and depth interviews, the paper explores whether and how collecting branded items can initiate and 

strengthen consumer-brand relationships. Preliminary results suggest categorizing collectors’ initial motivations as brand-driven, 

product-driven, or socially-driven engagement. 

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05-G: How You Are With Mike Tells Us How You Are With NIKE: Relationship Between Interpersonal Attachment Styles and 

Brand Attachment 

Hyewon Cho, University of Illinois at Urbana-Champaign, USA* 

Tiffany White, University of Illinois at Urbana-Champaign, USA 

We argue and demonstrate that highly avoidant people, who tend to be detached in their interpersonal relationships, form stronger 

self-brand connections with exclusive brands than consumers who are low in avoidance. We also explore whether exclusive brands 

provide emotional comfort to consumers who are high vs. low in avoidance. 

05-H: Self-Brand Connection, Schadenfreude, and Sympathy: A Person-Centered Approach to Understanding Emotional 

Reactions to Product Failure 

Sarah Roche, University of Texas at San Antonio, USA* 

Jill Sundie, University of Texas at San Antonio, USA 

Daniel Beal, University of Texas at San Antonio, USA 


Emotional responses to upward social comparisons involving status products, and product failure, were examined via latent profile 

analyses. Diverse emotion profiles were predicted by self-brand connection. A strong brand connection can buffer against the 

experience of hostile envy, and schadenfreude after product failure, unless consumers hold certain socially dysfunctional traits. 

06 Branding 

Curators: Susan Fournier, Boston University, USA 


06-A: The Creation and Management of Human Brands 

Marilyn Giroux, Concordia University, Canada* 

Bianca Grohmann, Concordia University, Canada 

Celebrities are often the center of marketing campaigns and companies are working hard to establish relationships between consumers 

and human brands. The goal of this research is to create a measure of the strength of human brands and relate human brands to 

consumers’ relationships to celebrities, endorsements and co-branding opportunities. 

06-B: Selective Revelations: The Brand Backstory and the Creation of the Private Sphere 

Vanisha Narsey, University of Auckland, New Zealand* 

Cristel Antonia Russell, American University, USA 

In-depth interviews with brand backstory creators uncover how and why brand backstories may be used in simulating the private 

sphere. The strategies and aims uncovered ultimately enchant consumers towards the inner-world of the brand, enabling them to reach 

the core of the brand backstory and experiential authenticity. 

06-C: Employee Misbehavior: The Effect of Employee Typicality on Brand Evaluations 

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Jakob Utgard, BI Norwegian Business School, Norway 

Tarje Gaustad, Oslo School of Management, Norway* 

Despite companies’ investments in recruiting, training, and monitoring, employees sometimes misbehave in ways that hurt the brand. 

Such misbehavior can spread quickly and potentially turn into media scandals. In two studies, we find that employee misbehavior is 

more negative for the brand when the employee is seen as a typical (vs. atypical) exemplar of the company’s employees. We theorize 

that the behavior of a typical employee is seen as a signal of other employees and the company as a whole, whereas behavior of an 

atypical employee is seen as less diagnostic of the company. Thus, wrongdoing by a typical employee is likely to promote more 

negative inferences about the brand. 

06-D: Brand Salience for the Visually Impaired: An Exploration on Brand Reception and Experience for Blind and Low Vision 

Audiences 

Janice Fung, Humber College Institute of Technology and Advanced Learning, Canada* 

This study examines the recognition and experience of branded products by blind and low vision audiences. The importance of 

understanding brand reception and perception through the lens of the visually impaired is intended to increase business value for 

organizations, enhance information accessibility, improve social equality and enhance quality of life. 

06-E: Disproportionate Positivity and Negativity Biases of Brand Extension Information 

Joseph W. Chang, Vancouver Island University, Canada 

Yung-Chien Lou, National Chengchi Uniersity, Taiwan* 

You Lin, National Sun Yat-Sen University, Taiwan* 

Under high-accessibility scenarios, negativity extension biases on high-entitativity family brands were more salient. Under lowaccessibility 

situations, the negativity biases of similar extension information on both high- and low-entitativity family brands were 

more salient, whereas the negativity biases of dissimilar extension information on high-entitativity family brands were more salient. 

06-F: Towards a Higher Generalizability of Brand Personality Scales 

Theo Lieven, University of St. Gallen, Switzerland* 

The generalizability of popular brand personality scales is in question. Researchers have reported problems when attempting to 

replicate existing scales. Since scale creation methods are based on the lexical approach, this study proposes a procedure to enhance 

generalizability by the collection of synonyms from the dictionary. 

06-G: “The Perfect Driving Machine”: The Effect of Familiarity and Semantic Similarity on Learning and Recall of Brand 

Slogans 

Yoo Jin Song, University of Illinois at Urbana-Champaign, USA* 

Zongyuan Wang, University of Illinois at Urbana-Champaign, USA* 


Familiarity and semantic similarity between originally and newly learned slogans influence both learning and recall of the original 

slogans. Moderately unfamiliar slogans benefited the most from repeated learning. Learning semantically similar new slogans 

facilitates recall of original slogans. These findings provide meaningful implications for brands planning to change their slogans. 

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06-H: Why We Love Brands: The Roles of Brand Personality and Brand Trust 

Nguyen Pham, Arizona State University, USA* 

Tin Lam, Vietnam National University, Vietnam 

Across two studies, we investigate how brand personality plays a meaningful role in establishing consumer trust on a brand, which in 

turn increases consumer brand loyalty. Moreover, we demonstrate that this effect is moderated by consumer motivation (i.e., selfverification 

or self-enhancement) and whether the product is publicly or privately consumed. 

07 Cause-Related Marketing 

Curators: Julie Ozanne, Virginia Tech, USA 

Michal Strahilevitz, Golden Gate University, USA 

07-A: When Bad CSR Happens to ‘Good’ Companies: The Moderating Role of Identification 

Bettina Lis, University of Mainz, Germany* 

Sabine Einwiller, University of Mainz, Germany* 

Consumer-company identification protects attitudes in the event of negative publicity, but not if negative information attacks the basis 

of identification. If consumers identify with a company because of CSR, attitudes and behavior deteriorate even more in the event of 

CSR misbehavior than if consumers did not identify with the firm. 

07-B: Shiny Happy Chickens Tasting Good: Ethical Company Practices Affect Consumer Experience 

Aner Tal, Cornell University, USA* 

Brian Wansink, Cornell University, USA 

The ethicality of company behavior and food-production has received increasing prominence in the public eye over the past years. The 

current study shows that the ethics of production influences consumers’ product experience. We suggest that such enhanced 

experience may be a case of conceptual consumption. 

07-C: Effect of CSR Attributes of Food Products on Taste Evaluation, Mediation Role of Naturalness 

Hajar Fatemi, McGill University, Canada* 

Laurette Dube, McGill University, Canada 

This study continues the research about the effect of product-related CSR on product evaluation. Focusing on food and taste 

perception, we suggest “naturalness” as a mechanism for the effect of CSR on taste. Effects of social and environmental CSR 

attributes on taste are observed to be different. 

07-D: I Care When I Feel Like It! The Moderating Role of Emotion Stability in Cause Related Marketing 

Ceren Ekebas-Turedi, Old Dominion University, USA* 

Leona Tam, University of Wollongong, Australia 

Cause related marketing (CRM) has become a popular strategy. This research investigates the impact of consumers’ emotional 

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stability on the effectiveness of CRM in generating positive attitude towards the brand. Results of an experiment show that CRM 

influences attitudes only when consumers are in high (vs. low) emotional stability. 

07-E: But I Deserve It! The Impact of Product Positioning on Consumer Intentions Toward Fair Trade Products 


We examine the role of product positioning (luxury vs. necessity) and nationality of the product producer (same nationality vs. 

different) on consumer willingness to purchase fair trade and find that deserving of the product, but not guilt, mediates the effect on 

purchase intentions. Implications for research and practice are discussed. 

07-F: The Many Shades of CSR – the Interplay of CA and CSR Associations 

Xiaoye Chen, North Central College, USA* 

Rong Huang, Shanghai University of Finance and Economics, China 

Laurette Dube, McGill University, Canada 

This paper investigates differential impact of different CSR formats on consumer response. Two studies demonstrate that consumers 

reward companies embracing Value-creating CSR, as opposed to Philanthropic and Promotional CSR, in CSR image and corporate 

ability image. And the effects are moderated by corporate competence. 

07-G: The Destigmatizing Role of Cause Marketing (CM) Products 

Sukhyun Kim, Samsung SDS, Republic of Korea 

Kiwan Park, Seoul National University, Republic of Korea 

Y. Jin Youn, Northwestern University, USA* 

In this research, we investigate the destigmatizing role of cause marketing (CM) products, particularly for materialists. We 

demonstrate that compared to other forms of prosocial behaviors such as donation, materialists vs. non-materialists perceive CM 

products as instrumental to destigmatizing negative accusations related to materialism when purchasing luxury products. 

08 Charity & Gift Giving I 

Curators: Cassie Mogilner, The Wharton School, University of Pennsylvania, USA 

Mike Norton, Harvard Business School, USA 

Cait Poynor Lamberton, University of Pittsburgh, USA 

08-A: Role of Transactional vs. Relational Requests in Influencing Donation Intention 



In this research we demonstrate that transactional requests sometimes exert negative influence on peoples' intent to help while 

relational requests has a unanimous positive impact on motives leading to helping behavior. Moreover, we posit that individuals' 

cognitive motivation moderates the above impact. 

08-B: Ingroup-Outgroup Asymmetry for Donations of Time vs. Money 

83

Frank May, University of South Carolina, USA* 


In this research, we examine ingroup-outgroup asymmetry for donations of time vs. money. We find that that people are more willing 

to donate the resource that is more "me" to ingroup members vs. outgroup members. Furthermore, perceptions of fit or appropriateness 

mediate this relationship. 

08-C: For Others' Benefit Only: The Impact of Individuals’ Beliefs in Karma on Charitable Giving 

Katina Kulow, University of South Carolina, USA* 

Thomas Kramer, University of South Carolina, USA 

We test the impact of individuals’ beliefs in karma on charitable giving. We show that when nonprofits increase the personal 

relevance of its charitable appeals, individuals who believe in karma will respond less favorably than when the charitable appeals are 

more general. 

08-D: Why Sometimes Recognizing Obligations Can’t Help - The Effects of Signing One’s Name on Donation Behaviors 

Canice M.C. Kwan, Chinese University of Hong Kong, Hong Kong, China* 


In our research, we observed that signing one’s own name, albeit in an irrelevant context, can unobtrusively activate both feelings of 

self-identity (identity effect) and a sense of responsibility (duty effect). These effects, along with other factors such as self-relevance 

and processing style, induce a self-devoted commitment to help and impact on donation behaviors. 

08-E: The Importance of Different Information in Donation Requests: An Eye-Tracking Analysis 

Janet Kleber, University of Vienna, Austria* 

Sophie Süssenbach, Vienna University of Economics and Business, Austria 

Stephan Dickert, Vienna University of Economics and Business, Austria 


An eye-tracking experiment examines the perception of different donation requests depending on numeracy. Results suggest that low 

numerate individuals tend to fixate more on the pictures, whereas high numerate individuals fixated more on numeric information. 

Donations were higher the longer pictures were fixated and if pictures illustrated the problem. 

08-F: Is Doing Better Always Good The Impact of Perceived Nonprofit Competence on Altruistic Donation Motivations 

Katina Kulow, University of South Carolina, USA 

Caglar Irmak, University of Georgia, USA 

Stefanie Robinson, North Carolina State University, USA* 

We test the impact of perceptions of increased competence of nonprofits on consumers’ motivations for charitable giving. We show 

that when nonprofits signal increased levels of competence, altruistic individuals will respond less favorably to them as compared to 

when nonprofits were perceived as less competent. 

08-G: The Effect of Color Harmony on Processing Disfluency of Pro-Social Advertisement 

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Nara Youn, Hongik University, Republic of Korea* 

Chang Yeop Shin, Hongik University, Republic of Korea* 

Myungwoo Nam, Sungkyunkwan University, Republic of Korea* 

We examined the effect of color harmony on the effectiveness of pro-social advertisement. The results from three studies showed that 

moderately disharmonious color combination evokes disfluency, and the path from disfluency to high construal to empathy explains 

the effect of color harmony on pro-social behavior. 

08-H: The Effect of Competitive Labeling on Charitable Donation 

Zachary Mendenhall, McGill University, Canada* 

Ashesh Mukherjee, McGill University, Canada 

To motivate donors, charities can display the amount raised by competing donor groups; an approach we call competitive labeling. In 

the present research, we argue that competitive labeling increases donations when the gap between donor groups is low, but decreases 

donations when the gap between donor groups is high. 

09 Charity & Gift Giving II 

Curators: Cassie Mogilner, The Wharton School, University of Pennsylvania, USA 



09-A: Not Like Everyone Else: The Role of Consumer Cause-Related Identity and Uniqueness in Consumer Donation Intentions 

and Behavior 


Bonnie Simpson, Western University, Canada 


Across two studies, the influence of cause-related identity and uniqueness on donation intentions and behaviors are examined. It is 

predicted that when uniqueness motives are triggered consumers will be more willing to publically (vs. privately) contribute to causes 

from which they might otherwise wish to dissociate their public identities. 

09-B: Mine and Mine Only: The Influence of Gifts on Their Replacement and Subsequent Brand Evaluation 


Kiwan Park, Seoul National University, Republic of Korea 

Although gift giving is a common social interaction, how gifts influence gift receivers is largely underexplored. Current research 

demonstrates that gift receivers project gift givers on the gift (study 1), and this influences product replacement (study 2). 

Furthermore, gifts reveal to have broader consequences on brand evaluation (study 3a & 3b). 

09-C: Touch Me: Does Touching a Victim’s Photo Affect Donation Amount 


Xiaoyu Zhou, Peking University, China 

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Three experiments demonstrate the influences of touch element on donation amount. The results indicate that touching a victim’s 

photo lead to higher donation amount, especially for high need-for-touch individuals. Moreover, this relationship is mediated by 

sympathy. This research also shows that seeing a victim’s face is not a necessary condition. 

09-D: The Role of Beneficiaries' Group Identity in Charitable Giving 

Kiwan Park, Seoul National University, Republic of Korea* 

Seojin Stacey Lee, Seoul National University, Republic of Korea* 

We investigate what determines the differential effectiveness of self- vs. other-benefit appeals in charity advertisements. We find that 

when beneficiaries are out-group (in-group) members, self-benefit (other-benefit) appeals generate greater donation intention than 

other-benefit (self-benefit) appeals. We also demonstrate two distinct mediation processes to account for the proposed matching 

effects. 

09-E: Happy Faces, Sad Faces: The Interactive Effects of Affective Displays and Donation Types on Charitable Giving 

Fan Liu, University of Central Florida, USA* 

Xin He, University of Central Florida, USA* 

Ze Wang, University of Central Florida, USA 

In this research, we find that donors tend to contribute money to a happy child rather than to a sad child whereas they tend to 

contribute time to a sad child than to a happy child. Results demonstrate that donors emphasize their own psychological wellbeing in 

charitable giving such that donors’ happiness mediates the differential effects of recipients’ affective displays on donation types. 

09-F: Regifting Redefined: The Giver’s and the Receiver’s Perspective 

Burcak Ertimur, Fairleigh Dickinson University, USA* 

Caroline Lego Munoz, Fairleigh Dickinson University, USA* 

James Hutton, Fairleigh Dickinson University, USA 

This research examines the phenomenon of regifting, giving a gift that one has received to someone else. We develop a consumerbased 

understanding of regifting, considering the multiple roles consumers may assume in such exchanges. Our findings support the 

notion that we should contextualize regifting beyond the dyadic gift exchange model. 

09-G: If You Think I'm Picky, What Gift Will You Give Me 

Andong Cheng, Pennsylvania State University, USA* 

Margaret G. Meloy, Pennsylvania State University, USA 

Three studies explore “picky” gift recipients as a distinct subset of “difficult” recipients. “Picky” recipients, in contrast to “difficult,” 

have narrow preferences, are more decisive, and are considered snobby. As such, gift givers select cash cards for these “picky” 

recipients and don’t differentiate between friends and acquaintances in money spent. 

09-H: Temporal Reframing of Prices and Offer Attractiveness in a Cause-Related Marketing Context 

Mazen Jaber, Saginaw Valley State University, USA* 

Ronald W. Niedrich, Louisiana State University, USA 

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Danny Weathers, Clemson University, USA 

One strategy that pricing research has sought to explain is pennies-a-day, where product costs are expressed as small ongoing 

expenses. This study tests PAD effect on offer attractiveness in a CRM context. We find that PAD framing has significant impact on 

attractiveness at low donation amounts but not high amounts. 

10 Child/Adolescent Consumption 



10-A: “The Bad Guys is Tasty”: How Visual Packaging Cues and Nutrition Knowledge Influence Pre-School Children’s 

Perceptions and Selections of Snacks 

Michelle Nelson, University of Illinois at Urbana-Champaign, USA* 


Da Zheng, University of Illinois at Urbana-Champaign, USA 

Ningzi Li, University of Illinois at Urbana-Champaign, USA 

Regina Ahn, University of Illinois at Urbana-Champaign, USA* 

Chuqiao Huang, University of Illinois at Urbana-Champaign, USA 

Visual package cues attract attention and influence product perceptions and selection. Unlike previous research, our interviews with 

preschool children revealed nutrition knowledge; however, they unanimously selected snacks featuring licensed characters instead of 

fruit or candy. Children’s choices revealed the influence of perceptions of fun and the familiarity of media characters. 

10-B: The Role of Technology in Children’s Food Environment: Exploring Intra-Familial Dynamics across Cultures 



Emiko Amano, Kanto-Gakuin University, Japan* 

Nigel Chiweshe, University of KwaZulu-Natal, South Africa* 

We demonstrate how family meal times and the associated rituals are evolving through the consumption of technology. Our findings 

reveal a technological generational gap as parents interpreted technology as being negative, whereas the digital natives, younger 

generation perceived technology as being a positive tool during mealtimes. 

10-C: Encouraging Reflexivity in Food Research: Producing Children's Voices 

Pepukayi Chitakunye, University of KwaZulu-Natal, South Africa* 


Ziska Fields, University of KwaZulu-Natal, South Africa* 

This research focuses on the significance of evoking children’s self-reflexivity within consumer research. Insights are drawn from a 

longitudinal interpretive study that used multiple data sources to explore children’s food consumption practices. We argue that 

evoking children’s self-reflexivity may encourage consumer researchers to address new types of research questions. 

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10-D: The Influence of Children in Family Decision Making: Perceptions of South African Parents 

Mishaal Maikoo, University of KwaZulu-Natal, South Africa* 

Debbie Vigar-Ellis, University of KwaZulu-Natal, South Africa 


We examine how children influence family decisions when buying snacks, toys and games. The findings from 135 families showed 

that children use different tactics including emotional appeals, product requests, purchase justification, and bad behaviour as tools to 

negotiate within the family decision making process. 

10-E: Differential Effects of Socialization Agents on Music Piracy 

Zhiyong Yang, University of Texas at Arlington, USA* 

Ahmad Jamal, Cardiff University, UK 

Rong Huang, Shanghai University of Finance and Economics, China 

We simultaneously examine the effects of five major socialization agents on university students’ piracy definitions and behavior. 

Findings show that close-other agents (peers, Internet) directly impact both definitions and behavior, whereas distal-other agents 

(parents, music industry) impact piracy behavior only indirectly through definitions. These effects differ across consumer segments. 

10-F: The Extended Parental Self: Gender Differences in Parental Spending on Sons vs. Daughters 

Lambrianos Nikiforidis, University of Texas at San Antonio, USA* 

Ashley Rae, University of Texas at San Antonio, USA 


Do parents favor spending on sons or daughters Drawing on theory and research on the extended self, we show that women spend on 

daughters and men spend on sons. Additional findings show that this effect is linked to viewing children of concordant gender as an 

extension of one’s own identity. 

10-G: Self-Esteem Discrepancy, Materialism, and Reference Group Effects in Adolescents’ Self-Brand Connections 

Burak Tunca, University of Agder, Norway* 

Sigurd V. Troye, Norwegian School of Economics and Business Administration, Norway 

This study examines the notion that adolescents with a discrepant self-esteem will have higher tendencies to develop self-connections 

to brands that are associated with their ingroups. The findings support this postulation and further demonstrate materialism as an 

underlying mechanism of the relationship between self-esteem discrepancy and ingroup self-brand connection. 

11 Consumerism & Consumer Culture 

Curators: Sharon Ng, Nanyang Technological University, Singapore 

Thuc-Doan Nguyen, California State University at Long Beach, USA 

Nancy Wong, University of Wisconsin-Madison, USA 

11-A: Consumption-Related Challenges and Consumers’ Accumulation of Field-Specific Forms of Capital 

Pierre-Yann Dolbec, Schulich School of Business, York University, Canada* 

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How do consumers accumulate field-specific social and cultural capital By attempting to resolve consumption-related challenges, 

consumers use three strategies which lead them to develop such forms of capital. This process ultimately brings about changes in their 

consumption practices and deepens their involvement within the field. 

11-B: Does Country Heritage Legitimize the High-end Image of Affordable Fashion Brands An Analysis of the Country-of- 

Origin Appeals of ZARA, UNIQLO, and H&M 

Wei-Fen Chen, University of Illinois at Urbana-Champaign, USA* 

We investigate the extent to which affordable fashion brands (high-end image, low-end prices) use country of origin to support their 

brand image. An analysis of brand positioning reveals that ZARA, UNIQLO, and H&M do not universally use COO but differentiate 

themselves as “affordable luxury,” “smart street style,” and “disposable fashion.” 

11-C: Experiential Purchases Foster Social Connectedness 

Amit Kumar, Cornell University, USA* 

Thomas Mann, Cornell University, USA 

Thomas Gilovich, Cornell University, USA 

We demonstrate that experiential purchases foster social connection more than material purchases. Consumers feel more connected to 

those who have made similar experiential purchases. After reflecting on experiential purchases, they also feel more connected to 

people in general, are more likely to engage in social activities, and act more prosocially. 

11-D: Interpreting Financial Consumption Experiences: The Case of British-Muslims 

Ahmad Jamal, Cardiff University, UK* 

Akmal Hanuk, Islamic Banking and Finance Institute, UK 

Omer Rana, Cardiff University, UK 

Focus group sessions were conducted to explore meanings that financial consumption experiences hold for British-Muslims. 

Conventional and Islamic banking experiences based on personal standards and religious ideals are discussed. Participants negotiate 

conflicts using coping strategies to deal with guilt that pervade. Findings offer several points of contribution to future research. 

11-E: Protections Against Agent Opportunism: Customer Assumptions and Marketplace Realities 

Gulnur Tumbat, San Francisco State University, USA* 

Kent Grayson, Northwestern University, USA* 

Why customers participate in marketplaces where they aren't protected from opportunism by the standard agency safeguards Using 

ethnography/interviews with clients/guides on Everest, we show that clients are willing to accept an exchange agreement that doesn’t 

provide them with the protections predicted by agency theory. We discuss implications for conventional contexts. 

11-F: Mixed Messages: The Variability of Conspicuous Consumption Activity and Interpretations Based on Audience Familiarity 

Daniel Sheehan, Georgia Tech, USA* 

Sara Dommer, Georgia Tech, USA 

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As conspicuous consumption is simply a signal to others, characteristics of the audience will likely influence the message’s reception 

and interpretation. Three studies demonstrate that people are more (less) likely to engage in conspicuous consumption in the presence 

of strangers (friends), yet a stranger’s consumption is perceived as less genuine. 

11-G: The Cyborg Self, the Tethered Life: The Meanings of Virtual Spaces and Portable Devices in Consumer Narratives 

Tifani Wiyanto, Queensland University of Technology, Australia* 

Edwina Luck, Queensland University of Technology, Australia 

Shane Mathews, Queensland University of Technology, Australia 

We examine the implications of continuous access to virtual spaces through portable devices on consumer self. Portable devices are 

significant conduits to demarcate and synthesize consumers’ physical and virtual selves. Consumers’ cyborg self and life tethered to 

virtual spaces signifies a liberatory mode of being to attain self-narrative goals. 

11-H: Ambiguity in Heterogeneous Consumption Communities: Confused Consumers 

Anja Simms, University of Wollongong, Australia* 

Ulrike Gretzel, University of Wollongong, Australia 

Andrew Whelan, University of Wollongong, Australia 

This research explores the role of ambiguity surrounding a consumption practice as a source of confusion for consumers. An inquiry 

into an online vegetarian community indicates different levels of comfort with ambiguity. Members manage discomfort by adjusting 

the practice or negotiating the meaning of a particular label. 

12 Cultural Differences 

Curators: Sharon Ng, Nanyang Technological University, Singapore 



12-A: What’s Funny A Multicultural Comparison of Humor in Advertising: Apple’s Get a Mac Campaign in the US and Japan 

Milan Pickl Bermejo, ESCP Europe, France* 

Marcelo V. Nepomuceno, ESCP Europe, France* 

This study examines the application of humor types and presence of cultural values in humorous television advertisings broadcasted in 

the USA and Japan. We demonstrate that humorous advertising should be adapted, as adapted commercials are preferred over nonadapted 

ones. Through a content analysis we provide reasons for adapting the ads. 

12-B: Power Distance Belief and Education Advertising Execution 

Lingjiang Tu, University of Texas at San Antonio, USA* 

Yinlong Zhang, University of Texas at San Antonio, USA 

Through content analysis of print education ads from U.S. and Japan and an experiment in which power distance belief (PDB) was 

primed , we found that high (vs. low) PDB leads to preference of rational (vs. emotional) education advertising appeals. We also 

obtained evidence for the underlying process. 

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12-C: Differential Impact of Interpersonal Engagement Orientations on Customer Satisfaction across Cultures through Customer 

Participation in Service Processes: A Structural Equation Modeling-Based Multi-Group Analysis 

Satoshi Akutsu, Hitotsubashi University, Japan* 

Mayomi Haga, Hitotsubashi University, Japan 

Yoshinori Fujikawa, Hitotsubashi University, Japan 

Joji Ono, Aoyama Gakuin University, Japan 

We examine how individual consumer’s influence and adjustment orientations affect customer satisfaction directly and indirectly via 

customer participation in service processes. Conducting a cross-cultural survey of the customers of a global educational service 

provider, we show that while adjustment positively impact on satisfaction via participation, its direct impact is negative. 

12-D: Creativity in New Product Development; When Collectivistic Values Outperform Individualistic Values 

Jungim Mun, SUNY at Buffalo, USA* 

Charles D. Lindsey, SUNY at Buffalo, USA 

Research shows that individualism is preferable to collectivism when we desire creativity as an outcome. However, empirical evidence 

shows that countries or organizations from Eastern cultures (e.g., Japan, Korea, etc.) often outperform those from Western cultures 

when it comes to new patents and other proxies of creative activity. Across two studies, we highlight a situation under which a 

collectivistic mind-set outperforms an individualistic mind-set in terms of creative output. Specifically, in a high construal scenario, 

ideas generated by participants primed with an interdependent mind-set were judged to be more creative relative to ideas by 

participants primed with an independent mind-set – on both dimensions of creativity: originality and usefulness. However, no 

differences in creativity were found between interdependent and independent participants in low construal. Our nascent findings have 

the potential to advance knowledge of creativity and its processes, in general, and its effects on cross cultural performance, in specific. 

12-E: You Touch it, You Buy it: Cross-cultural Differences in Consumers’ Attitudes Towards Local Food 

Wided Batat, University of Lyon 2, France* 

Marie Lachance, University of Laval, Canada* 

Maryse Côté-Hamel, Concordia University, Canada* 

Why do some consumers go out of their way to buy local food, while others do not bother Findings from semi-structured interviews 

with French and Canadian consumers suggest that non-diagnostic tactile information about food acquired even as children translates 

into persistent positive attitudes and evaluations of local food and producers 

12-F: “Following Behind” vs. “Keeping up”: The Effect of Power Distance Belief and Superior’s Consumption on Consumer’s 

Preference for Status Related Products 

Huachao Gao, University of Texas at San Antonio, USA* 

Yinlong Zhang, University of Texas at San Antonio, USA 

We propose that consumers’ preference for status-related products will be affected by power distance belief (PDB) and the presence of 

their superior’s status consumption. High (vs. low) PDB consumers prefer lower (vs. higher) status products when superior’s 

consumption is present, as they are motivated to “follow behind” (vs. “keep up”). 

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12-G: Shared Decisions in Emotionally Difficult Situations 

Tatiana Barakshina, UIC, USA* 

Medical consumer decisions-making process is analyzed. A high, moderate and low gradation of “emotionally difficult decisions” is 

introduced. Findings on autonomous, shared and externally made decisions are summarized. External decision mode is preferred for 

the highest extreme of emotional difficulty; in this work, we propose that preferences shift toward autonomous and shared decisions 

under moderate and low emotional difficulty. 

12-H: Looking for a Cultural Border Condition for the Experiential Recommendation 

Ezgi Merdin, Bogazici University, Turkey* 

Özlem Hesapçı, Bogazici University, Turkey 

With a series of studies, it is attempted to establish some border conditions of "the experiential recommendation" for happiness. Two 

main notions of the cultural self are incorporated as the independent variable and a differentiation has been made between the concepts 

of in-group vs. out-group consumption / service experience. 

13 Embodied Cognition 

Curators: Josh Ackerman, Massachusetts Institute of Technology, USA 


Meng Zhang, Chinese University of Hong Kong, Hong Kong, China 

13-A: The “Right” Side Can’t Be Bad! Getting on the Good Side of the Shelf 

Yoon-Na Cho, Villanova University, USA* 

Katie Kelting, University of Arkansas, USA 

From the perspective of embodied cognition, we examine the effects of a horizontal metaphor on consumer evaluations of stimuli and 

food products and find evidence to support the notion of right (left) being associated with positive (negative) valence. Findings from 

three studies are reported. 

13-B: A Touch of Evil: Harmfulness Alters Sensory Characteristics 



Across 3 studies, we demonstrate that perceived potential harm influences sensory judgment. Participants told animals are dangerous 

rate sensory properties (beauty, softness) lower. These effects extend to actual sensory judgment of products derived from these 

animals, such that fur products derived from harmful animals feel less pleasant. 

13-C: Blurring the Line: How Disfluency Begets Similarity 

Michael Giblin, University of Florida, USA* 


In two experiments, we demonstrate that processing difficulty (i.e., disfluency) leads people to perceive different options as spatially 

92

closer and more similar to one another. The findings have important decision implications, as initial decision difficulty and disfluency 

increases perceived option similarity, which in turn may further exacerbate decision difficulty. 

13-D: Embodied and Primed Cleansing Effects on Consumer Indulgence 

Chrissy M. Martins, Iona College, USA* 



This research examines how primed and embodied cleansing affects indulgence. We find that embodying a cleansing product leads to 

less guilt and more indulgence, but find the opposite when individuals are merely primed with a cleansing product or embody a neutral 

product. We discuss potential explanations for these results. 

13-E: “Going Against the Flow” The Metaphorical Effects of Sensorimotor Resistance 

Mina Kwon, University of Illinois, USA* 


We examine how the experience of haptic resistance activates a conceptual metaphor of “going against the flow.” The implications of 

this are shown for choice situations where participants experiencing resistance go against the norm and choose options that are 

normatively not preferred. 

13-F: Losing Control: When Physical Cleansing Intensifies Cheating for High Self-Controls 

Tracy Rank-Christman, Rutgers University, USA* 

Maureen Morrin, Temple University, USA 

We show that washing one’s hands with soap and water licenses cheating behavior, and that this effect is stronger for individuals who 

exhibit chronic levels of high self-control. The results add to the growing literature on embodied cognition. 

13-G: Does Heavier Weight Mean More Power Examining the Moderating Role of Dominance Trait and Semantic Congruence 

Hiroaki Ishii, Chiba University of Commerce, Japan* 

Jaewoo Park, Chiba University of Commerce, Japan* 

Previous studies have confirmed the positive effect of weight on product evaluation, which is caused by semantic association of 

weight with importance. Our study shows another semantic link of weight, the concept of power. Additionally, we explore the 

interaction between the dominance trait, advertising picture angle, and weight. 

13-H: Do Not Wash Your Hands When You Eat Junk Food: The Possibility of a Reverse Macbeth Effect in Consumer Behavior 

Jaewoo Park, Chiba University of Commerce, Japan* 

Hiroaki Ishii, Chiba University of Commerce, Japan* 

This study explores whether and how the experience of physical cleansing can affect health guilt over consuming junk food. We 

demonstrate that physical cleansing does not mitigate but aggravates perceived health guilt. Our research also shows that the effect of 

physical cleansing is moderated by consumers’ autotelic need for touch. 

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14 Food Choice & Healthy Consumption 

Curators: Nidhi Agrawal, University of Washington, USA 

Pierre Chandon, INSEAD, France 

14-A: Mesmerized: How Digital Menu Boards Affect Food Choice 

Laura Smarandescu, Iowa State University, USA* 

Anicia Peters, Iowa State University, USA 

Brian Mennecke, Iowa State University, USA 

Andrew Luse, Iowa State University, USA 

The eating environment presents us with convenient, tasty, high energy density food choices. Fast food consumption is correlated with 

poor health and obesity. This research examines how rotating food images in digital menu boards influence food choices. Rotating 

images increased choice for unhealthy alternatives for vegetarians and less hungry individuals. 

14-B: Exploring Consumer’s Food Choice: Utilitarian vs. Hedonic Products 

Natalia Maehle, Institute for Research in Economics and Business Administration, Norway 


Nina Iversen, BI Norwegian Business School, Norway 

Leif Hem, Norwegian School of Economics, Norway 

Julian Hartman, University of Illinois at Urbana-Champaign, USA* 

Consumers have to deal with many contradictory requirements and expectations while making their food choices. To understand the 

trade-offs in their food choice situations, the current study identifies the relative importance of four main product attributes (price, 

taste, environmental friendliness and healthiness) for hedonic and utilitarian food products. 

14-C: The Effects of Assortment Organization and Labeling on Healthy Choice: The Scoop from an Ice Cream Store Experiment 

Ralf van der Lans, Hong Kong University of Science and Technology, Hong Kong, China 


Ashley Y. H. To, Hong Kong University of Science and Technology, Hong Kong, China* 

Environmental cues can have strong effects on people’s decisions. In a two-phase field experiment conducted at an ice-cream store, 

we investigate the impact of categorization and traffic light labeling on choice. Results show that organizing the assortment and 

labeling the flavors in specific ways shift consumers’ choices towards healthy options. 

14-D: It “Feels” Good for Me: The Interaction of Naïve Theories and Processing Fluency in Subjective Evaluation of Healthiness 

Catherine Wiggins, Cornell University, USA* 

Little is known about the role of processing fluency in judgments of product healthiness. This research demonstrates that the effect of 

processing fluency is dependent upon consumers’ naïve health theories, underscoring the importance of matching such theories to the 

level of processing fluency most conducive to favorable product evaluations. 

14-E: Self-Licensing Effects on Food Choices 

94

Christian Weibel, University of Bern, Switzerland* 

Claude Messner, University of Bern, Switzerland 

Recalling an egoistic act nudges people to choose healthy over unhealthy food options. Conversely, participants preferred unhealthy 

over healthy food options when they recalled an altruistic deed. Consistent with this choice pattern participants were willing to pay 

more for healthy than for unhealthy options. This experiment extends the self-licensing literature. 

14-F: Does Thinking “Outside of the Box” Make People Feel “Full” The Influence of Consumer Creativity on Satiation for 

Unhealthy Foods 

Na (Amy) Wen, City University of Hong Kong, Hong Kong, China* 

Wenyu Dou, City University of Hong Kong, Hong Kong, China 

Drawing on research from satiation and health psychology, we examine the therapeutic effects of consumer creativity on satiation. In 

particular, we predict that creativity can elicit a divergent mindset that may increase the heterogeneity of a consideration choice set, 

which will, in turn, accelerate the satiation rate for unhealthy foods. 

14-G: How Variety in Flavors within Indulgent and Healthy Food Options Affects Perceived Healthiness and Preference for 

Promotion Types 

Elke Huyghe, Ghent University, Belgium* 

Maggie Geuens, Ghent University, Belgium 

Iris Vermeir, Ghent University, Belgium 

We find evidence that participants perceive variety as healthier than no variety for healthy products, while the opposite is true for 

indulgent products. Consumers also prefer a discount for an indulgent food option with variety and a bonus pack for a healthy food 

option with variety. 

14-H: What You Paid Then Affects What You Eat Now: the Effect of Healthy Food Prices on Subsequent Food Decisions 

Ying Jiang, University of Ontario Institute of Technology, Canada 

Jing Lei, The University of Melbourne, Australia* 

In this research we examine the effect of healthy food prices on consumers’ subsequent food choices. We show that the high (vs. low)- 

price of healthy food more likely leads to healthy choices in consecutive (vs. delayed) decisions for consumers who are more (vs. less) 

health-conscious. 

15 Goals & Motivation 

Curators: Ayelet Fishbach, University of Chicago, USA 


15-A: Consumer Emotional Intelligence and its Effects on Goal-Oriented Appeals in Advertising 

Hongmin Ahn, West Virginia University, USA* 

Sang Yeal Lee, West Virginia University, USA 

Yongjun Sung, Southern Methodist University* 

95

This study demonstrates that consumer emotional intelligence (CEI) influences the persuasiveness of messages in ads, suggesting that 

CEI is a critical individual difference to consider in predicting consumers’ responses to advertising messages. Importantly, it suggests 

that the effect of CEI is pronounced when ad messages are prevention-focused (vs. promotion-focused). 

15-B: The Impact of Attitudinal Ambivalence on Weight Loss Decisions: Consequences and Mitigating Factors 

My Bui, Loyola Marymount University, USA 

Courtney M. Droms, Butler University, USA* 

Georgiana Craciun, University of Pittsburgh, USA 

This research examines individuals’ attitudes & intentions toward losing weight and focuses on understanding the maladaptive 

outcomes of a negative relationship between these attitudes and intentions. Results show that attitudinal ambivalence, self-efficacy, 

and provision of outcome feedback alleviated the negative effect and improved intentions to try to achieve weight loss goals. 

15-C: Don’t Reward Yourself! How Celebration (Not Reward) of Accomplishment Increases Enjoyment and Motivation to 

Persevere 

Aaron Snyder, Stanford University, USA* 

Baba Shiv, Stanford University, USA 

People love to reward themselves for a job well done. However, rewards decrease enjoyment and the perception of intrinsic 

motivation. In a field experiment, we find evidence that framing an incentive as a celebration (rather than reward) increases both 

enjoyment and the likelihood of in re-engaging in the incentivized behavior. 

15-D: The Effects of Perceived Goal Progress and Assortment Size on Consumer Choice 

Moon-Yong Kim, Hankuk University of Foreign Studies, Republic of Korea* 

When consumers buy multiple items simultaneously, this research proposes that (1) consumers’ perceived level of goal progress will 

affect their relative choice share of vices (vs. virtues); and (2) their perceived goal progress will moderate how assortment size 

influences their choice between vices and virtues. 

15-E: The Bucket List: How Consumers Customize Temporal Perspective to Guide and Shape Their Life-Story 

Jeffrey R. Carlson, University of Connecticut, USA* 

Anna Jansson Vredeveld, University of Connecticut, USA* 

This research explores how consumers use ‘bucket-lists’ to construct life plans that shape identity relevant goals. We contend that 

consumers use experience related goals to customize their temporal perspective in order to create a coherent self-narrative that 

interlinks the past, present and future self. 

15-F: Two Fates: The Motivational and Cognitive Effect of Mortality Salience on Variety-Seeking 

Zhongqiang (Tak) Huang, Chinese University of Hong Kong, Hong Kong, China* 


This research examines the cognitive and motivational effect of mortality salience in a domain of consumer behavior, namely, variety- 

96

seeking of consumer products. One experiment provides initial evidence that cognitive priming of mortality salience increases varietyseeking 

while motivational priming leads to lower tendency to choose variety. 

15-G: Remember the Bad Goal Relevance, Valence, and the Encoding of Information in Consumer Decisions 

Michael Hair, Georgia Tech, USA* 

Samuel Bond, Georgia Tech, USA 

Our research explores the effects of goal activation and framing on memory for positive and negative information in a consumer 

decision setting. Findings of two studies reveal that encoding performance depends jointly on the valence of information and its 

relevance to active consumption goals. 

15-H: To Pursue or Not To Pursue: The Impact of Group Identification on Individual Goal Pursuit 

Katina Kulow, University of South Carolina, USA 


Kara Bentley, University of South Carolina, USA* 

We examine the impact of group identification on individual goal pursuit. We show that when an interdependent (vs. independent) 

group member highly identifies with its group, the vicarious goal fulfillment of the individual’s goals, resulting from the group’s 

successes, will result in disengagement from continued individual goal pursuit. 

16 Guilt, Ethics, & Morality 


Ayelet Fishbach, University of Chicago, USA 

16-A: Customer Effort and the Moral Self: An Examination in a Product Customization Context 

Prakash Das, University of Calgary, Canada* 

James Agarwal, University of Calgary, Canada 

Little research has explored the symbolic aspects of customer effort and its relation to the moral self. In a product customization 

context, we examine the relationship between customer effort and the moral self. It is found that effort expended influences judgments 

when the moral self is activated. The moral self increases evaluations of both companies and the individual self when greater effort 

(vs. less effort) is expended. It is suggested that effort expenditure can have symbolic implications for customers. 

16-B: Sub-Ethical Choice Behavior: The Attraction Effect of Scarcity 

Ashley Otto, University of Cincinnati, USA* 

James Kellaris, University of Cincinnati, USA 

Sub-ethical choice behavior is compromising one’s values or standards, selecting the inferior ethical alternative. Sub-ethical choices 

are acceptable but not ideal, giving rise to the term sub-ethical rather than un-ethical. This research examines shelf-based scarcity and 

finds it sways consumers' choice away from their ethical ideals in a retail setting. 

16-C: Anti-Brand Movement: Politico-Cultural Resistance and Ethical Commitment 

97

Emre Ulusoy, University of Texas - Pan American, USA* 

Anti-brand communities are an example of social movements that go beyond the political and cultural dichotomy by playing a 

substantive role in the creation of alternative cultural venues for consumers to voice their oppositions and construct resistant identities 

that extend into more generalized political venues for broader social change. 

16-D: Consumers’ Perceived Counterfeit Detection: A Construct with Formative Measurement Nature and its Relevance to 

Construct Validation 

Jiayun (Gavin) Wu, Savannah State University, USA* 

Xiaoqing Wu, University of Maryland, USA 

Mei-Kuang Chen, University of Arizona, USA 

In the context of deliberate counterfeit consumption, we theoretically justify the proposed construct of “consumers’ Perceived 

Counterfeit Detection by important others” (PCD). We emphasize PCD’s formative measurement as opposed to its reflective 

measurement nature; empirically demonstrate PCD’s existence according to our initial results; and describe its relevance to construct 

validation and unethical behavior. 

16-E: Influence of Personal Control and Environmental Cue on Consumer Cheating 

Chenying (Claire) Tang, Arizona State University, USA* 

Adriana Samper, Arizona State University, USA 

Keisha M. Cutright, University of Pennsylvania, USA 

Nathan D. Martin, Arizona State University, USA 

We examine the effect of personal control on unethical consumer behaviors. We find that individuals feeling low (vs. high) control 

are more likely to view unethical behaviors as acceptable (S1) and engage in cheating behaviors (S2). This is moderated by how 

salient individuals perceive the opportunity of cheating to be. 

16-F: Service Failures in Gift Orders: The Mediating Role of Guilt 

Hua Chang, Drexel University, USA* 

Guang-Xin Xie, University of Massachusetts Boston, USA* 

This research examines consumers’ reactions to service failures from a psychological contract perspective. We find that consumers are 

more dissatisfied with service failures in gift orders. We demonstrate that consumers’ perception of whether a promise is made 

moderates the relationship. Consumers in the gift order condition reacted more negatively to service failures when sellers make an 

explicit promise. Finally, we show the mediating effect of feelings of guilt. 

16-G: The Effect of Guilt in the Service Recovery Paradox 

Yin-Hui Cheng, National Taichung University of Education,Taiwan* 

Shih-Chieh Chuang, National Chung Cheng University,Taiwan* 

Po-Dong Huang, National Chung Cheng University,Taiwan* 

Sui-Min Wang, National Chung Cheng University,Taiwan* 

Our research explores the effect of “guilt”. The results of our experiments demonstrate that if customers are compensated for service 

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failures by receiving better than anticipated service, they will commonly experience feelings of “guilt.” 

17 Health Communication 

Curators: Nidhi Agrawal, University of Washington, USA 


17-A: Eating Right, Exercising, and....Reading The Effect of Reading about Health-Related Topics on the Internet 

Ann E. McNeel, Baruch College, CUNY, USA* 

Stephen J. Gould, Baruch College, CUNY, USA* 

Reading a health-related article leads consumers to feel healthier. Frequent exercisers who read a health article were more likely than 

those who read a history article to ironically choose a fashion sneaker over a fitness shoe. The research expands the notion of what 

constitutes a health-promotion behavior leading to licensing. 

17-B: Nutrition Information on Food Menu: Nutrition Involvement and Message Framing Effects 

SoYeon Kwon, Purdue University, USA* 

Sejin Ha, Purdue University, USA 

What is an effective calorie labeling strategy that would help consumers to make a healthy food choice To answer this question, this 

study examined different ways of presenting calorie information of a combo meal. The extent to which it is moderated by nutrition 

involvement is also examined. 

17-C: The Role of Political Ideology in Reactions to Warning Labels 

Mitchel Murdock, University of South Carolina, USA* 


James F. Thrasher, University of South Carolina, USA 

This research investigates the role of political ideology in consumer reactions to warning labels and demonstrates that when the FDA 

is associated with the warning label conservatives (but not liberals) decrease their intentions to quit smoking (Study 1) and increase 

their purchase intentions of unhealthy foods (Study 2). 

17-D: “Slim” Cigarettes and Consumer Inferences about Product Harmfulness 

Timothy Dewhirst, University of Guelph, Canada* 

Following the lead of Mick (2006) and the practice of transformative consumer research that aims to improve well-being and inform 

policy, this study provides an interpretive analysis of the tobacco industry’s consumer research to examine whether the “slims” 

cigarette product descriptor is likely to be misleading about the product’s harmfulness. 

17-E: When Emotional Messages Are More Abstract: The Effects of Message Frame and Levels of Construal on Negative 

Attitudes Towards Smoking 

Marcia Herter, Reims Management School, France* 

Adilson Borges, Reims Management School, France 

99

This paper examines the effects of message frame and levels of construal on negative attitudes towards smoking. We show that in 

abstract construal, emotional (vs. rational) message frame increase negative attitudes towards smoking. However, when concrete 

construal is activated, emotional and rational messages impact negative attitudes towards smoking similarly. 

17-F: Natural Consumer 

Maria Kniazeva, University of San Diego, USA* 

To explore the concept of “natural consumer” I turn to the product that represents “the very substance of the natural world” (Wilk 

2006) - drinking water. Narratives on the labels of bottled water inform the study. The research objective is to conceptualize the 

natural way of living as taught by marketers. 

17-G: Do Thoughts of Money Influence Peoples’ Health Risk Perceptions 

Johannes C. Bauer, University of St. Gallen, Switzerland* 

Jochim Hansen, University of Salzburg, Austria 

Vicki G. Morwitz, New York University, USA 

This research contributes to the psychology of money by showing that merely thinking of money can influence peoples’ health risk 

perceptions. We provide an emotional account for why thoughts of money make people feel more optimistic about health risks and 

identify boundary conditions for the effects of money priming. 

17-H: Details to Spare: The Effects of Product Risk Disclosure on Consumer Evaluations of Brands and Product Manufacturers 

Cassandra Davis, University of Arkansas, USA* 

We find that the social contract between consumers and manufacturers is impaired when manufacturers provide inadequate product 

risk disclosure but that manufacturers receive little reward for copious risk disclosure. We also find that brand perceptions are 

negatively affected by the inclusion of product risk disclosure. Evoked fear mediates these relationships. 

18 Hedonic Consumption 

Curators: Uzma Khan, Stanford University, USA 


18-A: Consumer Experience with Augmented Reality at Brands’ Events 

Ana Javornik, Università della Svizzera Italiana, Switzerland* 

Andreina Mandelli, SDA Bocconi, Italy 

Increasingly popular marketing communication tool of augmented reality has been so far limitedly investigated. This exploratory 

study assesses the appropriateness of the variables of interactivity, telepresence and vividness for evaluating the customer experience 

with augmented reality at brands’ events. For this purpose, semi-structured interviews with practitioners and academics are conducted. 

18-B: Online Ordering for Healthier Eating: A Field Experiment 

Eric VanEpps, Carnegie Mellon University, USA* 

100

Julie Downs, Carnegie Mellon University, USA 


Using an original internet-based food ordering system implemented in a field setting with office workers, we experimentally test the 

conditions under which consumers can be nudged to order healthier (i.e., lower calorie) lunches by tracking the orders of individuals 

over multiple weeks. 

18-C: Tastes like Freedom: Perceived Choice Improves Taste 


Across three studies, we demonstrate that consumers rate foods as tastier when given the feeling of free choice. Choice enhances 

experience even when it is enacted not with the tasted food itself, and when no choice at all is given but rather a false feeling of 

customization. 

18-D: Examining Consumers’ Intentions to Purchase Luxury Goods and Counterfeits 

Kuang-peng Hung, Ming Chuan University, Taiwan 

Annie Chen, University of Westminster, UK* 

Norman Peng, University of Westminster, UK 

This study examines the factors that influence consumers’ intention to purchase luxury goods and counterfeits. Findings confirm 

product quality, value-expressive attitudes, and social-adjustive attitudes will have significant impact on consumers’ purchase 

intention. Furthermore, status-consciousness can moderate the relationship between social-adjustive attitudes and purchase intention. 

18-E: But I Don't Wanna! How Group Fun Can Increase Consumers' Motivation for the Un-enjoyable 

Stefanie M. Tignor, Northeastern University, USA* 

Paul W. Fombelle, Northeastern University, USA 

Nancy J. Sirianni, Northeastern University, USA 

Two studies demonstrate how the co-creation of fun may be used to motivate consumers to engage in exercise, and the ways in which 

fun can impact health and well-being. We show that fun is associated with higher levels of self- and group efficacy, which in turn can 

increase intrinsic motivation. 

18-F: Jewelry and Clothing Only, Please! Happiness from Material Object Gifts Greater than Happiness from Experiential Gifts 

Christopher Ling, University of South Carolina, USA* 

Thomas Kramer, University of South Carolina, USA* 

We examine recipient (self vs. other) as moderator of the effect of chosen option on happiness, finding that consumers associate 

greater happiness with experiential vs. material objects bought for themselves; however, these results reverse when receiving from 

others: in this context happiness is greater for material than experiential objects. 

18-G: The Effect of Anticipated Future Consumption Amount on Food Consumption Experience 

Hua (Olivia) Lian, University of Alberta, Canada* 


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This research examines how people’s food consumption experiences are affected by the amount of food they anticipate consuming. 

Controlling for the actual consumption amount, we found that participants enjoyed the eating experience more when they had 

anticipated consuming a smaller (vs. a larger) amount of food. 

18-H: Compulsive Collecting: Conceptualization and Measurement 

Monika Kukar-Kinney, University of Richmond, USA* 

Nancy Ridgway, University of Richmond, USA* 

Although there is much research on the topic of collecting, no attempt to separate collecting from compulsive collecting has been 

made. In this research, we conceptualize and develop a measure of compulsive collecting. The research offers important theoretical 

and empirical contributions as well as public policy implications. 

19 Individual Differences 



19-A: Coping vs. Enhancement Motives of Compulsive Buying and Subtyping of Compulsive Buyers 

Sunghwan Yi, University of Guelph, Canada* 

Roisin O'Connor, Concordia University, Canada 

We assessed the heterogeneity of compulsive buyers (CB) based on affective motives of buying: coping and enhancement motives. 

Latent profile analysis identified three clusters of CB: high coping CB, moderate coping/enhancement CB, and low 

coping/enhancement buyers. High coping CB cluster had significantly more serious CB problems than the other clusters. 

19-B: Consumers’ Need for Prestige: Scale Development 

Friederike Blum, University of Bayreuth, Germany* 

Stefan Hampel, University of Bayreuth, Germany 

Hajo Hippner, University of Bayreuth, Germany 

The need for prestige is deeply anchored in everyday social life. This research details the development of the “Consumers’ Need for 

Prestige” scale designed to measure individual differences in aspiring prestige. The 21-item CNFP scale consisting of the impression 

oriented, social-approval, and impressible dimensions demonstrate reliability, convergent, discriminant, and nomological validity. 

19-C: Physical Activity and Food Consumption: The Moderating Role of Dieting Tendency 

Chiu-chi Angela Chang, Central Michigan University, USA* 

Ying-ching Lin, National Sun Yat-sen University, Taiwan* 

Shu-Fang Cheng, National Dong Hwa University, Taiwan 

This research examines the impact of physical activity on dieters’ and nondieters’ food consumption. The empirical findings show that 

only dieters’ food consumption and choice are significantly affected by physical activity, which is construed as an entitlement 

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justification. Framing physical activity as fun (vs. work) reverses dieters’ food compensation. 

19-D: Motivation Matters: Choice Confidence as a Function of Information Diagnosticity and NFCC 

Demetra Andrews, IU Northwest, USA* 

Marketplace information plays a key role in generating consumer confidence. However, consumers do not respond uniformly to 

encountered information. This research demonstrates how Need for Cognitive Closure, a dispositional factor that alters information 

processing, moderates the relationship between information diagnosticity and choice confidence. 

19-E: Exploring the Psychological Mechanism Behind Exclusionary Reactions to Foreign Companies: The Questions of Who and 

Why 

Shirley Y. Y. Cheng, Hong Kong Baptist University, Hong Kong, China* 

Melody M. Chao, Hong Kong University of Science and Technology, Hong Kong, China 

Franki Kung, University of Waterloo, Canada 

Jessica Y. Y. Kwong, Chinese University of Hong Kong, Hong Kong, China 

Two studies show that international conflict events lead to exclusionary reactions toward foreign companies only among consumers 

with high social essentialism. This contributes to the animosity literature by showing the social-cognitive underpinning of animosity 

and contributes to ongoing debate in social psychology as on whether essentialist belief influences intergroup relations. 

19-F: Will Future Orientation Make People Socially Expansive 

Haejoo Han, Yonsei University, Republic of Korea* 

Heeyoung Yoon, Yonsei University, Republic of Korea* 

Kyoungmi Lee, Seoul National University, Republic of Korea 

Across two experiments, we find that future orientation can influence the extent to which consumers would like to expand their social 

networks. This research suggests that both individual differences in future orientation and the temporally activated future focus can 

make consumers socially expansive, and the regulatory focus moderates this effect. 

19-G: The Right Shade of Green: The Effect of Sustainability Utility on Consumer Product Evaluations 

Yoon-Na Cho, Villanova University, USA* 

Robin L. Soster, University of Arkansas, USA 

We demonstrate the effect of perceived sustainability (dis)utility based on consumers’ category-level sustainability expectations, 

which influence consumer evaluations of brands within the category. Our findings also reveal that these effects arise independent of 1) 

a consumer’s tendency to self-enhance and 2) perceived consumer effectiveness. 

19-H: Omission Bias in the Marketplace: The Moderating Role of Experience on Consumer Trust Perceptions for Brands and 

Agents 

Jungim Mun, SUNY at Buffalo, USA* 

Michael Wiles, Arizona State University, USA 

Charles D. Lindsey, SUNY at Buffalo, USA 

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Two types of marketplace behaviors may result in harm to consumers. Commissions are harmful actions such as inaccurately 

reporting important marketplace information, whereas omissions are harmful inactions such as failing to report important marketplace 

information. The current research integrates procedural justice theory and attribution theory to predict that for harmful omissions, 

experienced marketplace actors (e.g., brands, salespersons) will suffer greater decreases in trust perceptions than inexperienced 

marketplace actors. In contrast, for harmful commissions, actor experience is predicted to have no influence on decreases in trust 

perceptions. 

20 Judgment & Decision Making 

Curators: David Gal, Northwestern University, USA 



20-A: Lost and Found: the Conversion of Gains and Losses on Consumers’ Decision Making 

Yan Meng, Baruch College, CUNY, USA* 


People tend to add value to rediscovered objects, which were once lost, because they convert the degree of pain when losing the 

objects to the degree of pleasure when finding the objects again. The conversion between mental accounts of gains and losses 

influences consumers’ likelihood of purchasing a product. 

20-B: Luck and the Endowment Effect: A Context of Application of the “Possession-Self Link" 

Yan Meng, Baruch College, CUNY, USA* 

Ana Valenzuela, Baruch College, CUNY, USA/Universitat Pompeu Fabra, Spain 

Three studies show that the possession-self link is strengthened through “good luck” associations. A strengthened link results in a 

product being perceived as having a higher value, which lowers the willingness to trade the product for money and impacts the 

endowment effect. 

20-C: New ‘Thinking’ about Optimal Consumer Decision Making 

Jonathan Hasford, University of Nevada, USA* 

David Hardesty, University of Kentucky, USA 

Blair Kidwell, Ohio State University, USA 

A new theoretical perspective that reexamines how consumers should think before making decisions and the optimal outcomes that 

result is developed here. This research suggests that consumers should think more about routine choices, use intuition for occasional 

purchases, and use unconscious thought for major purchases. 

20-D: When Why=Short Duration and How=Long Duration: The Moderating Role of Task Complexity 

Rafay Siddiqui, University of South Carolina, USA* 

Frank May, University of South Carolina, USA 


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Research has shown that when individuals estimate the time it would take to complete a task, thinking in a ‘why’ vs. ‘how’ mindset 

leads to longer estimates. We show that when a task is complex, the reverse occurs, that is ‘how’ vs. ‘why’ thinkers perceive task 

duration to be longer. 

20-E: The Influence of Relative and Absolute Differences on Judgments 

Dan Schley, Ohio State University, USA* 

Ellen Peters, Ohio State University, USA 

We demonstrate that, contrary to previous research on proportion dominance, consumers appear substantially more sensitive to 

absolute differences than to relative differences. These findings were robust across manipulations and both between- and withinparticipant. 

Furthermore, the current research demonstrates that consumers have limited attention available, attending to relative or 

absolute differences. 

20-F: Does 8 of 10 Equal 80 of 100 The Scale Magnitude Effect on Singular Option Evaluation 

Tao Tao, Chinese University of Hong Kong, Hong Kong, China* 

Yuhuang Zheng, Tsinghua University, China 


Liangyan Wang, Shanghai Jiao Tong University, China 

This research extends the scale magnitude effect from option comparisons to singular option evaluation. In three studies, we 

demonstrate that at high percentage levels, “not get” part of the score is focused; therefore large scale magnitude decreases evaluation. 

Further, regulatory focus moderates the valance of the scale magnitude effect. 

20-G: The Relationship of Perceived Knowledge With Perceived Risk: An Exploratory Study 

Jacqueline Eastman, Georgia Southern University, USA* 

Lindsay R. L. Larson, Georgia Southern University, USA* 

Tyler Meharg, Georgia Southern University, USA 

This research explores the relationship between perceived risk and perceived knowledge in the financial investment domain. This will 

be accomplished through a 2 x 2 experiment comparing levels of knowledge with levels of risk to determine the impact on choice of 

portfolio in setting up a retirement investment plan. 

20-H: Effect of Nicotine Consumption on Risk Taking: A Study of Gambling Behavior 

Richard Yalch, Foster School, University of Washington, USA* 

Shaun Maurer, Foster School, University of Washington, USA 

Maria French, Foster School, University of Washington, USA 

Ryan Rathbone, Foster School, University of Washington, USA 

Research has established a high association between cigarette smoking and risky behaviors such as reckless driving but has not 

demonstrated causality via a true experiment. Individuals intercepted immediately before or after consuming a cigarette gambled for 

real money. The results show that nicotine consumption increases risk taking. 

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21 Persuasion & Persuasion Knowledge 



21-A: Spokespeople in Comparative Advertising: The Role of Spokesperson Type and Comparison Type 

Sumitra Auschaitrakul, McGill University, Canada* 


Prior work suggests that using non-firm spokespeople, compared to firm spokespeople, is likely to increase the persuasiveness of 

advertising. We hypothesize that comparison type can moderate this effect, such that non-firm spokespeople are more persuasive in 

case of factual comparisons, but this effect is attenuated in case of evaluative comparisons. 

21-B: Risk Communication Under Positive Mood: The Impact of Message Framing and Goal Claim on Public Safety Persuasion 

Sidney Su Han, University of Guelph, Canada* 

Karen Gough (Finlay), University of Guelph, Canada 

Lefa Teng, University of Guelph, Canada 

Positive mood impacts individual’s response to risk information. Therefore, some traditional message strategies may not work well for 

public safety persuasion in positive mood. To bridge this gap, the current research examined the effects of two strategies (message 

framing and goal claim) on risk communication effectiveness under positive mood. 

21-C: The Persuasion Mindset: The Effect of Persuasion on the Persuader 

Chris Summers, Ohio State University, USA* 

Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA 

Little is known about the effect of persuasion on the persuader. We argue that in striving to persuade someone else to like a target 

object, consumers adopt a “persuasion mindset,” which results in more extreme evaluations of the target object, increased confidence 

in evaluations, and an openness to persuasion by others. 

21-D: Straight from the Horse’s Mouth: When Disadvantaged Brand Determination Improves Brand Evaluations 

Ali Tezer, Concordia University, Canada* 


H. Onur Bodur, Concordia University, Canada 

We demonstrate that brand’s passion and determination, communicated by underdog brand biography, compared to topdog brand 

biography (Paharia et al. 2011), lead to higher purchase intentions when the brand is the information source. The positive effect of 

underdog brand biography disappears when the biography is learned from an independent source. 

21-E: Brand Transgressions and Consumers’ Deliberate Self-Persuasion 

Wonkyong Beth Lee, Western University, USA* 

This paper explores whether consumers engage in deliberate self-persuasion when their beloved brands commit transgressions. It 

reveals when people have strong brand relationships, they use self-directed, intentional attitude change. It includes tactics to 

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einterpret undesired elements of the brands and to inhibit undesired elements of the brands out of awareness. 

21-F: "Meaning Similar" Wins, "Looking Similar" Loses The Effect of Perceptual Similarity and Conceptual Similarity on 

Consumers' Perceptions of Copycat Brand Names 

Yao Qin, City University of Hong Kong, Hong Kong, China* 

Na (Amy) Wen, City University of Hong Kong, Hong Kong, China 


Lan Xu, Wuhan University, China 

We investigate how Chinese consumers react to perceptually similar and conceptually similar brand names(in Chinese).Two 

experimental studies test the relationship between perceptual similarity and conceptual similarity on brand confusion and brand 

attitude. Results indicate that the effects were due to consumers’ attributions about the perceived sincerity in adopting copycat brand 

names. 

21-G: The Impact of Regulatory (Non) Fit and Task Difficulty on Consumer’s Subsequent Evaluations 

Mariana Monfort, Federal University of Parana, Brazil 

Danielle Mantovani, Federal University of Parana, Brazil* 

Paulo Prado, Federal University of Parana, Brazil 

Juan José Camou Viacava, Federal University of Parana, Brazil 

Based on the regulatory fit phenomenon, the authors investigate the impact of regulatory fit and task difficulty on consumer’s 

subsequent evaluations. Results from two experiments demonstrate that under low difficult tasks, the regulatory fit holds true, but 

under a difficult task condition, this effect no longer exists. 

21-H: Mindless Resistance to Persuasion: When Low Self-Control Decreases Yielding to Social Influence 

Loes Janssen, Radboud University, The Netherlands* 

Bob M. Fennis, University of Groningen, The Netherlands 

The present research challenges the prevailing view that resistance to persuasion is more likely to succeed when resources for active 

self-regulation are high, rather than low. Three experiments demonstrate that low self-control may actually facilitate, rather than 

hinder, resistance to persuasion when the influence context contains salient resistance-promoting heuristics. 

22 Preference & Choice 

Curators: David Gal, Northwestern University, USA 



22-A: The Power to Know What You Want: How Power Influences Preference Consistency 

Bella Rozenkrants, Stanford University, USA* 

Daniella Kupor, Stanford University, USA 

Andrea Weihrauch, Friederich-Alexander University Erlangen-Nuremberg, Germany 


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We hypothesize that power increases preference consistency. In three experiments, we show that power increase reliance on internal 

preferences compared to external cues, that power increases consistency between preferred product features and choices, and that 

power decreases transitivity violations. Future directions, theoretical implications, and practical implications are discussed. 

22-B: How Suspicion Can Lead to Suboptimal Consumer Choices 

Julie Verstraeten, Ghent University, Belgium* 

Tina Tessitore, Ghent University, Belgium 

Maggie Geuens, Ghent University, Belgium 

This paper shows that suspicion affects subsequent, unrelated consumer choices. Contrary to its effect on related choices, suspicion 

renders unrelated choices suboptimal, leading suspicious consumers to choose more vices over virtues than their non-suspicious 

counterparts. Cognitive load explains these counter-intuitive findings. 

22-C: The Delboeuf Illusion in Food Portion Judgments by Chimpanzees (Pan troglodytes) 

Audrey Parrish, Georgia State University, USA* 

Michael Beran, Georgia State University, USA 

Chimpanzees preferred choosing same-sized and smaller food portions that were presented on a smaller plate over equal or larger food 

portions presented on a larger plate. These biases can be attributed to the Delboeuf Illusion which previously had only been 

demonstrated in portion estimation and consumption behavior in humans. 

22-D: Scarab Beetles among the Sheep and Goats: Some Choices are Just Meant to be Made 



Cristobal Barra, University of South Carolina, USA* 

Adding to literatures on irrational beliefs and meaningful coincidences, we introduce synchronicity to consumer research and develop 

consumers’ belief in signs as a moderator. Importantly, we show congruence between synchronous events is unnecessary for events to 

become meaningful signs for consumers motivated to construct meaning out of the synchronous events. 

22-E: Manipulate Attributions to Improve Satisfaction for Nonconscious Self-discrepant Behaviors 

Yanghong Hu, Hong Kong Baptist University, Hong Kong, China* 

Nan Cui, Wuhan University, China* 

Lan Xu, Wuhan University, China* 

Individuals with interdependent self construal who are nonconsciously activated by variety-seeking goals are more satisfied with selfdiscrepant 

variety-seeking behaviors than those consciously activated after they realize their self-discrepant behaviors. Whether an 

accessible external attribution exists also impacts satisfaction. Perceived self determination fully mediates the relationship between 

attribution and satisfaction. 

22-F: Powerful People Think Differently: Power and Reliance on Associative Knowledge in Consumption Contexts 

Hendrik Slabbinck, Ghent University, Belgium* 

108


We provide deeper insights into the knowledge structures on which powerful and powerless consumers rely on when making 

judgments and decisions. To do so, we make a distinction between associative (i.e. implicit) and propositional (i.e. explicit) 

knowledge and posit that powerful people rely more heavily on associative knowledge than powerless people. 

22-G: Temporal Distance and Consumer Preference for Hedonic and Functional Attributes 

Nai-Hwa Lien, National Taiwan University, Taiwan* 

Yi-Ling Chen, National Taiwan University, Taiwan 

This research investigates (1) whether the preference for hedonic vs. functional product attributes change as temporal distance 

increases; (2) the moderating role of processing goal on temporal distance effect. Results of three experiments support our hypotheses 

and indicate the hedonic attribute is a high level construal and functional attribute is low-level. 

22-H: The Role of Impulsiveness in Consumers’ Choice: Impulsive Behavior can be Economically Rational 

Angelos Stamos, Katholieke University Leuven, Belgium* 


Bram De Rock, Katholieke University Leuven, Belgium 

Laurens Cherchye, Katholieke University Leuven, Belgium 


We investigate the economic rationality of consumers acting on impulse. In two studies we manipulate impulsiveness and we assess 

the rationality of consumers’ choice. Using state-of-the art elicitation methods, we find that impulsiveness does not have an impact on 

economic rationality, though it does impact choice. 

23 Pricing & Promotion 

Curators: Jeff Inman, University of Pittsburgh, USA 

Manoj Thomas, Cornell University, USA 

Luc Wathieu, Georgetown University, USA 

23-A: Affect in the Selection of Reference Prices 

Alexander DePaoli, Stanford University, USA* 


Factors influencing the selection or generation of consumers' reference prices are of great theoretical and practical importance. We 

argue that positive affect makes consumers more likely to select an environmentally available cue as a reference price, whereas 

negative affect makes them more likely to generate a reference price from memory. 

23-B: Not All Anchors Weigh the Same: Anchoring and Framing Effects in Pay-What-You-Want Pricing 

Catherine Armstrong Soule, University of Oregon, USA* 

Robert Madrigal, University of Oregon, USA 

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The current research explores anchoring and framing effects of external reference prices (ERPs) on Pay-What-You-Want (PWYW) 

payments. Two studies demonstrate that ERPs provide normative information that has anchoring effects on voluntary payments. 

However, frames activating different types of norms can cause identical nominal information to have differential effects on payments. 

23-C: A Competition among New Methods for Eliciting Probability Distributions 

David Rothschild, Microsoft Research* 

Daniel G. Goldstein, Microsoft Research, USA 

Florian Teschner, Karlsruhe Institute of Technology, Germany 

We compare the traditional method of eliciting probability distributions from laypeople with seven graphically-oriented interfaces. 

The most complicated of the graphical interfaces take less time than the traditional method, but produce more accurate results on both 

the individual and aggregate-level. Learning lowers the effort level for these complicated graphical interfaces. 

23-D: What is the Best Strategy to Track the Price of Your Shopping Basket 

Tatiana Sokolova, HEC Paris, France* 

Marc Vanhuele, HEC Paris, France 

What are the best computational strategies to track the total price of a shopping basket Van Ittersum et al. found that people choosing 

the most accurate strategy did worse. We made the comparison in a field study and find that the most accurate and effortful strategy 

dominates simplification strategies. 

23-E: The Effects of Math Anxiety on Consumers’ Perceptions of Sales Promotions 

Fei L. Weisstein, University of Texas - Pan American, USA 

Xi Wang, The University of Texas - Pan American, USA* 

This paper examines whether consumers’ levels of math anxiety influence their perceptions of various sales promotions. Our study 

shows that consumers with high math anxiety prefer simplified non-monetary promotion that involved no arithmetic calculation while 

consumers with low math anxiety prefer discount monetary promotion. 

23-F: The Effect of Price Promotion Patterns on Consumers’ Use of an Expected Price as a Reference Price 

Atul Kulkarni, University of Missouri, USA* 

Kent Monroe, University of Illinois at Urbana-Champaign/University of Richmond, USA 

Findings from two studies suggest that the use of the expected prices as a reference for price judgments (i) has a positive, non-linear 

relationship with the frequency of price promotions, and (ii) is higher when spacing between two consecutive price promotions is 

random, as compared to consistent. 

23-G: Framing and Sales Promotions: Is Gas Scarce 

Mazen Jaber, Saginaw Valley State University, USA* 

Kylie Goggins, Saginaw Valley State University, USA 

Manufacturers routinely use sales-promotions to encourage purchases by consumers. This paper focuses on how the framing of such 

promotions affects consumers’ perceptions of offer attractiveness and purchase intentions. We compare consumer responses to instant 

110

savings framed as a dollar discount, a gasoline gift-card, and a monetary discount framed as non-monetary. 

23-H: The Effectiveness of Groupon Promotion vs. Coupon Promotion: From the Consumer’s Perspective 

Jun Pang, Renmin University of China, China* 

Peter Popkowski Leszczyc, University of Alberta, Canada 

Kanliang Wang, Renmin University of China, China 

This research identifies the unique features of groupons and compares their promotion effectiveness with that of coupons from a 

multifaceted perspective. Using a field experiment, we demonstrate the relative advantages of groupon promotion and investigate the 

consumer consequences of its unique features to explain the underlying mechanisms. 

24 Product Innovation & Customization 

Curators: Amna Kirmani, University of Maryland, USA 


24-A: Pioneering Advantage Revisited: The Moderating Roles of Form and Function in Consumer’s Evaluation of the Follower’s 

New Product 

Sangwon Lee, Ball State University, USA* 

In this paper, the moderating roles of form and function of the new products to nullify pioneers advantage are examined. Results from 

the experimental study demonstrate that depending on the functionality level and form similarity, new product launch strategy needs 

to be different. 

24-B: The Legitimation of Illicit Products through Design 

Aimee Huff, Oregon State University, USA* 

Sarah Wilner, Wilfred Laurier University, Canada* 

An emergent generation of sex toys has redefined and destabilized this historically illicit product category with striking aesthetic 

improvements. We explore the process of legitimization by examining discourse about sex toys in popular media that both lead and 

reflect this transformation, and construct a semiotic square to structure our analysis. 

24-C: Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth 

Adrian Peretz, Oslo School of Management, Norway* 

Lars Erling Olsen, Oslo School of Management, Norway 

Brand managers often identify growth categories that lie beyond the reach of their current brands. This paper provides initial evidence 

for the viability of using intermediate brand extensions to shape parent brand associations in order to bridge the gap between an 

existing brand and an attractive, but distant extension category. 

24-D: Are You One of Us Regaining Online Credibility through Collaborative Product Development 

Laurel Aynne Cook, University of Arkansas, USA* 

Ronn J. Smith, University of Arkansas, USA 

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The knowledge of a product’s collaborative development is explored (Study 1) and experimentally tested (Studies 2 and 3) to 

determine differences in multiple measures of trust and source credibility regarding toy companies. Using three samples of adult 

parents, the results have important implications regarding brand and product discourse between consumers. 

24-E: Exploring the Impact of Product Design Characteristics on Sales 

Utku Akkoç, University of Alberta, Canada* 

Robert Fisher, University of Alberta, Canada 

Drawing upon longitudinal data from the U.S. auto market between 1984 and 2003, we demonstrate how product aesthetics have 

played a role in customers’ preferences. Our study contributes to the limited literature on the impact of design elements on consumer 

behavior and has important implications for new product development teams. 

24-F: Core vs. Peripheral Innovations: The Effect of Innovation Locus on Consumer Adoption of New Products 

Zhenfeng Ma, Wilfrid Laurier University, Canada* 

Tripat Gill, Wilfrid Laurier University, Canada* 

Annie (Ying) Jiang, University of Ontario Institute of Technology, Canada* 

Innovation locus refers to the place in the product system – the core vs. the peripheral - where innovations occur. We show that when 

an innovation is really new, situating the innovation on the peripheral (vs. core) component results in a higher adoption intention, 

owing to a risk-localization mechanism. 

24-G: “Me” Likes Expert Reviews and “We” Like Consumer Reviews: Moderating of Product Newness 

Zhiyong Yang, University of Texas at Arlington, USA* 

Narayan Janakiraman, University of Texas at Arlington, USA 

Zhenfeng Ma, Wilfrid Laurier University, Canada 


Two studies show that when product is new, customer review is more effective for the interdependents (vs. independents), whereas 

expert review is more effective for the independents (vs. interdependents). When product is not new, the opposite pattern occurs. This 

is because perceived efficacy of information is shifted by product newness. 

24-H: Sequential Overchoice in Product Customization 

Michael Dorn, University of Bern, Switzerland* 

Adrian Brügger, University of Bern, Switzerland 

Claude Messner, University of Bern, Switzerland 

The present study demonstrates how consumers can suffer from sequential overchoice. Customizing a tailor-made suit from 

combined-attribute choices (e.g., deciding on color and fabric in combination) leads to less satisfaction, more information overload, 

and less additional consumption than customizing it from single-attribute choices (e.g., deciding on color, then on fabric). 

25 Self-Control & Self-Regulation 

112

Curators: Ayelet Fishbach, University of Chicago, USA 


25-A: Does Bitter Taste Make You Perform Better in Self-Control 


Xiaoyu Zhou, Peking University, China 

In the present study, two experiments demonstrate that experiencing bitter taste may lead to better self-control performance; however, 

this effect exists only for participants with high BTP. For those with low BTP, bitterness experiences lead to decreased overall 

performance. Self-control goal mediates the relationship. 

25-B: Jujutsu For Compulsive Buyers: Arousal in Shopping Situations Can be Used to Strengthen Self-Control 

Benjamin G. Serfas, University of Vienna, Austria* 

Oliver B. Büttner, University of Vienna, Austria 


This research examines affective processes that underlie compulsive buying and how they can be used for interventions that strengthen 

self-control. The results show that compulsive buyers experience stronger arousal in shopping situations. Implementation intentions 

with affective arousal as critical cue helped compulsive buyers to focus their attention. 

25-C: Can "Sharing the Guilt" License Indulgence 

Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA* 


We suggest that consumers may be more likely to indulge when they share experiences with others (e.g., with friends), rather than 

indulging alone. Results of two studies show that in shared (vs. lone) consumption situations, consumers tend to feel less guilty to 

indulge, since both indulgence and guilt are shared. 

25-D: Focus on Your Feelings - But the Right Ones: Insights on the Processes of Ego Depletion 

Nina Belei, Radboud University Nijmegen, The Netherlands* 

Claudia Jasmand, Imperial College London, UK 

Brian Sternthal, Northwestern University, USA 

This research examines the role of feelings in stimulating vs. eliminating the depletion effect. We demonstrate the differential effects 

of feelings signaling a need to spend less additional resources (e.g., fatigue) vs. more additional resources (e.g., hunger) on depleted 

consumers’ self-regulatory behavior. 

25-E: Thanks but No Thanks: the Impact of Gratitude on Consumer Self-Regulation 

Marina Carnevale, Fordham University, USA* 


Rania W. Semaan, American University of Sharjah, UAE 

Despite the plethora of beliefs about the beneficial effects of gratitude, very little evidence exists supporting a cause-effect relationship 

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etween gratitude and individuals’ well-being. In this research we aim at addressing this gap in literature by exploring how gratitude 

can directly impact individuals’ own well-being and preferences. 

25-F: The Darkness Effect: The Effect of Lighting Conditions on Self-Control 

Jorge Pena Marin, University of Texas at San Antonio, USA* 


L. J. Shrum, HEC Paris, France 

The current research examines whether ambient lighting (brighter vs. darker) impacts self-control. Two studies showed that 

participants who completed the study in darker conditions ate more indulgent snacks (cookies, M&Ms) than did those in lighter 

conditions. Potential underlying mechanisms for this effect are discussed. 

25-G: Helen of Troy The Effect of Sexy Stimuli on Male’s Self-Control in Task Performance 

Chen Rui, Tsinghua University, China* 

Zheng Yuhuang, Tsinghua University, China 


Traditional proverbs and previous research suggest that sexy stimuli lower male’s self-control. This research argues and shows the 

opposite. Results of four studies showed that sexy stimuli increased male’s self-control in task performance, and this effect was 

mediated and moderated by their showing off motivation. 

25-H: Working Against the Clock: Predicting Responses to Deadline Goal Failure 

Yael Zemack-Rugar, Virginia Tech, USA 

Canan Corus, Pace University, USA 

Rebecca Rabino, Virginia Tech, USA* 


We examine consumer responses to deadline goal failure by developing and validating a new domain-specific scale (Studies 1 and 2) 

which predicts responses to real-life (academic) deadline-goal failure (Study 3). We consolidate previous contradicting findings on 

goal setting and goal failure by using our scale as a new moderator. 

26 Self Concept & Group Identity 

Curators: Jennifer Argo, University of Alberta, Canada 



26-A: “But What do I Know” Metacognitive Processes of Those with Low Self-Esteem 

Stephanie Lin, Stanford Graduate School of Business, USA* 

S. Christian Wheeler, Stanford Graduate School of Business, USA 

Zakary L. Tormala, Stanford University, USA 

Do people with low self-esteem (LSEs) have distinct metacognitive experiences A pilot study suggests that LSEs do not trust their 

114

thoughts. Studies show that LSEs do not depend on their thoughts as much as HSEs to form attitudes, and become less polarized in 

attitudes after thinking about them. 

26-B: “Our” Past Gives “Me” a Better Future: The Influence of Collective Nostalgic Consumption on Future Perceptions 

Canice M.C. Kwan, Chinese University of Hong Kong, Hong Kong, China* 

Shirley Y. Y. Cheng, Hong Kong Baptist University, Hong Kong, China 

Alex S. L. Tsang, Hong Kong Baptist University, Hong Kong, China 

This paper has identified one important difference between personal and collective nostalgic consumption, suggesting that consumers 

perceive their future as better after engaging in collective nostalgic consumption. Our findings provided support for our proposed 

effect not resulting from common cognitive effects (e.g., spillover effect, contrast effect) per se. 

26-C: Increasing Customer Compliance in Services: The Relative Importance of the Actual and the Ideal Self 

Shuqin Wei, Southern Illinois University, USA 

Tyson Ang, Southern Illinois University, USA* 

Many long-term services require customers to comply with the service provider’s instructions when outside of the service facility. We 

investigate how self-congruence influences compliance. We find that actual self-congruence leads to more compliance than ideal selfcongruence. 

We investigate the mediating role of planning and identify a moderator (units vs. numbers). 

26-D: "People" Can be Better Than “You”: The Moderating Role of Regulatory Focus on Self-Referencing Effect 

Seungae Lee, University of Texas at Austin, USA 

Soyoung Lee, University of Texas at Austin, USA* 

This paper examines the role of regulatory focus of messages in explaining the self-reference effect. It was hypothesized preventionfocused 

messages would facilitate biased message elaboration while promotion-focused messages would facilitate unbiased message 

elaboration. The results of study would explain contradicting results of the self-reference effect in prior literature. 

26-E: "I Can't Stand My Team, but I Can't Live Without It": Ambivalence Among Highly Identified Sports Fans 

Frank Pons, Université Laval, Canada 

Marilyn Giroux, Concordia University, Canada* 

Mehdi Mourali, University of Calgary, Canada 

André Richelieu, Université Laval, Canada 

The authors conducted in-depth interviews with highly ambivalent fans that were very critical about the team they support. This study 

aims at better understanding the mechanisms that explain their behaviors. Another goal is to provide a typology of these fans using 

their rationale and motives to adopt such behaviours. 

26-F: Examining the Predictors of Sports Team Attachment 

Andrew Bennington, University of Minnesota, USA* 

Aaron M. Sackett, University of St. Thomas, USA 

A better understanding of the causes and consequences of sports team attachment may have positive implications for strengthening 

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and loyalty. In this series of studies, we sought to examine the relationship between sports fanaticism and several potential factors 

including the illusion of control, nostalgia, and need for belonging. 

26-G: Effects of Perceived Other’s Satisfaction and the Role of the Interdependent Self in Group Service Consumption 

Koji Matsushita, Chuo University, Japan* 

Akito Nakamura, Fukushima University, Japan 

Haruko Tsuchihashi, Aoyama Gakuin University, Japan 

Kaichi Saito, Meiji Gakuin University, Japan 

This study on group service consumption suggests that Perceived Other’s Satisfaction (POS) directly influences both Customer 

Satisfaction (CS) and repeat intention. The Interdependent Self-construal (IS) moderates the relationship between POS and repeat 

intention. We propose an unexplored antecedent of CS in intimate group consumption and identify a promising new area of crosscultural 

service research. 

26-H: Community, Identity and Sharing through Bike Paths 

Hillary Leonard, University of Rhode Island, USA* 

Gema Vinuales, University of Rhode Island, USA 

Understanding how collective consumers make sense of public goods offers the opportunity to expand our knowledge of community, 

identity, and willingness to engage in prosocial behaviors. This study aims to expand this knowledge through the examination of 

collective consumption, or the sharing of bike paths. 

27 Sensory Marketing & Perception 

Curators: Josh Ackerman, Massachusetts Institute of Technology, USA 



27-A: Imagine Yourself in Use: Measuring the Construct of Consumption Vision 

Mark Yi-Cheon Yim, Canisius College, USA* 

Paul Sauer, Canisius College, USA 

In spite of its importance, the consumption vision construct has seen limited adoption in identification of effective marketing 

communications. The current study aims to clarify this construct and present a measurement tool for researchers and practitioners. 

27-B: Symmetrical Logos Can Harm Brand Equity: The Interactive Effect of Logo Design and Brand Personality on Brand 

Valuation 

Jonathan Luffarelli, IE Business School - IE University, Spain* 

Antonios Stamatogiannakis, IE Business School - IE University, Spain* 

Haiyang Yang, Johns Hopkins University, USA* 

Using experimental results and large field datasets on logo perception and brand valuation, we show that symmetry in logo designs 

interacts with excitement and competence dimensions of brand personality, negatively impacting brand equity. These effects are 

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unique to symmetry and not driven by other visual characteristics (e.g., complexity, contrast, fluency). 

27-C: Message in a Bottle: What a Product’s Shape Tells us About the Product and Ourselves 

Abigail Schneider, University of Colorado, USA* 

Page Moreau, University of Colorado, USA 

Bridget Leonard, University of Colorado, USA* 

Product packaging plays a critical role in consumers’ purchase decisions. The present research examines how one element of 

packaging—shape—influences consumers’ self-perceptions and enjoyment of the usage experience. Drawing on extended-self theory, 

we find that consumers react more favorably toward products with shapes that represent their ideal selves. 

27-D: Increasing Spending Behavior After Exposure to Body-Type Package Shapes 

Marisabel Romero, University of South Florida, USA* 

Adam Craig, University of South Florida, USA 

The current research investigated whether exposure to product shapes that resemble thin or overweight human body-types can 

influence subsequent spending behavior. Our results show that, consistent with the stereotypical view that overweight individuals hold 

low levels of control, exposure to wide product shapes leads to a decreased accessibility of the concept of control (compared to 

exposure to thin product shapes) and subsequently leads consumers to increase their level of spending on subsequent purchase 

decisions. We also show that dietary orientation moderates this effect. 

27-E: The Role of Imagination in Consumer Contamination 

Jessica Gerard, University of Grenoble, France* 


The present research focuses on consumer contamination and aims to determine which form of touch is more detrimental to responses 

towards the product (actual vs. imagined touch) and to demonstrate the role of mental imagery as an underlying mechanism for our 

effects. 

27-F: Does Non-Diagnostic Touch of Business Documents Affect the Judgment of Professionals and Institutions 

Cindy Caldara, University of Grenoble, France* 

Jessica Gerard, University of Grenoble, France* 

Two studies show that even when touch is non-diagnostic, it can affect consumers’ confidence on both professional persons and 

institutional entities (grad school) through the haptic characteristics (paper thickness and/or texture) of their business cards and 

brochures, respectively. The implications for design of emblematic professional documents are discussed. 

27-G: The More You Think You Know, The More You Want to Touch: Subjective Knowledge And Haptic Exploration 

Joann Peck, University of Wisconsin - Madison, USA 

Victor Barger, University of Wisconsin - Whitewater, USA 

Andrea Webb, University of Wisconsin - Madison, USA* 

Subjective knowledge affects one's desire for pre-purchase haptic exploration. Regardless of product category, people who think they 

117

know a lot about a product category are more likely to want to touch a product prior to purchase than people who think they know 

little about a product category. 

27-H: Exploring Boundary Conditions for Motor Fluency Effects 

Virginie Maille, SKEMA Business School, France* 

Maureen Morrin, Temple University, USA* 

Prior research has demonstrated that individuals prefer haptic objects oriented toward the limb(s) dedicated to act upon them, even 

without an intention to act. We show that, when added as collateral objects in a product advertisement, such objects can also influence 

the evaluation of the advertised product, even if totally unrelated. 

28 Shopping & Retailing 

Curators: Jeff Inman, University of Pittsburgh, USA 



28-A: Entering Consumption: A Greeter at the Store Entrance Positively Influences Customers' Spending, Satisfaction, and 

Employee Perceptions 

Tobias Otterbring, Service Research Center, Karlstad University, Sweden* 

Christine Ringler, Rutgers Business School, Rutgers University, USA* 

Nancy J. Sirianni, Northeastern University, USA* 

Anders Gustafsson, Service Research Center, Karlstad University, Sweden* 

This research investigates how a greeter at the store entrance affects consumer behavior and attitudes. We find that customers’ 

employee perceptions, satisfaction, and approach behavior are positively influenced by a greeter, but somewhat differently between 

males and females. Findings are discussed in terms of suspiciousness, evolutionary psychology, and similarity-attraction theory. 

28-B: Under-Promise and Over-Deliver: The Role of Wait Time Expectations and Wait Prediction Accuracy on Evaluations 

Matthew Lastner, Louisiana State University, USA* 

Patrick Fennell, Louisiana State University, USA* 

Stephanie Mangus, Louisiana State University, USA 

Judith Anne Garretson Folse, Louisiana State University, USA 

In contrast with the negative effects found in extant literature, recent research shows positive consequences of waiting. Using the 

disconfirmation of expectations theory, our work extends the positive implications of waiting by considering wait expectations and 

accuracy of predicted wait, showing when and why longer waits yield more positive evaluations. 

28-C: Consumers’ Reactions to Assortment Reductions and Shelf Categorizations 

Thomas Rudolph, University of St. Gallen, Switzerland 

Liane Nagengast, University of St. Gallen, Switzerland 

Christina Heidemann, University of St. Gallen, Switzerland* 

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In order to support customers in their shopping processes, retailers should take into account (1) their actual assortment size and (2) the 

categorization of their shelves. We show in a field setting that both instruments simplify customers’ shopping processes. The 

combination of both instruments shows the most positive outcome. 

28-D: Long Description Means Big Item: When Attributes of Product Presentation Are Misattributed to the Item Itself 

Michael Giblin, University of Florida, USA 

Aner Tal, Cornell University, USA 


Joanna Ladzinski, Cornell University, USA* 

Information found in product presentation can be extraneous and unrelated to the product's qualities. The length of a food's menu 

description, for instance, is unrelated to the size of the portion. In two studies we demonstrate that consumers misattribute 

characteristics of product presentation as characteristic of the product itself. 

28-E: Inner Value Conflicts: Emotional and Behavioral Consequences in a Cross-Border Shopping Context 

Liane Nagengast, University of St. Gallen, Switzerland* 

Thomas Rudolph, University of St. Gallen, Switzerland 

Tim Boettger, University of St. Gallen, Switzerland 

Although cross-border shopping has enormous impacts on many economies, it has not been investigated from a consumers’ 

perspective. We show empirically that cross-border shoppers feel inner conflicts that affect their purchase behaviors. Public policy 

makers can influence these conflicts by actively communicating the reasons for price differences in neighboring countries. 

28-F: Trigger Healthy: How Samples can Create a Healthy Shopping Momentum 



Samples may guide consumer choice towards consistent products. Specifically, healthy/unhealthy samples in a grocery setting may 

lead to healthier/less healthy shopping baskets. We demonstrate this in a lab and field setting. These findings suggest consumers may 

display consistent shopping behavior even with product choices that are situationally determined. 

28-G: Do Not Touch Me, But Please Do: Consumer Misjudgment of Comfort With Initiating And Receiving Interpersonal Touch 

Andrea Webb, University of Wisconsin - Madison, USA* 

Joann Peck, University of Wisconsin - Madison, USA 

Anders Gustafsson, Service Research Center, Karlstad University, Sweden 

This research shows that people lack self-knowledge with respect to interpersonal touch preferences. Through lab and field studies, we 

examine how one's comfort with initiating and receiving touch impacts attitudinal and behavioral outcomes. Although people say they 

are uncomfortable with touch, the effects are not as negative as predicted. 

28-H: Windows to the Sale: Mobile Eye-Tracking and In-Store Decision Making 

Jacob Suher, University of Texas at Austin, USA* 

J. Wesley Hutchinson, University of Pennsylvania, USA 

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Herb Sorensen, Shopper Scientist LLC, USA 

In a grocery field study, we use mobile eye-tracking to record shoppers’ visual attention at the point-of-purchase. Results show that 

patterns of attention depend upon product display characteristics and purchase duration. A quasi-experiment shows that reducing 

visible SKU count and facilitating horizontal eye movements increases shopper efficiency. 

29 Social Influence 

Curators: Jennifer Argo, University of Alberta, Canada 



29-A: Wow, You're Tall! Effects of Others' Body Height on Consumers' Product Evaluations 

Utku Akkoç, University of Alberta, Canada* 


We present and test a framework to show whether the height of another individual can influence a consumer’s product evaluations. 

Our findings reveal that the non-interactive social presence of a conspicuously tall individual activates a height related association 

(status), which leads to evaluations consistent with this association. 

29-B: Product Aesthetics Trigger Appearance Related Concerns 

Christopher Ling, University of South Carolina, USA* 


We examine how product aesthetics influence product attitude by testing impression management concerns as a moderator, finding 

that in situations where impression management concerns are salient, the effect of product aesthetics on product attitude is enhanced. 

29-C: Contaminating Retrospective Enjoyment 

Scott Roeder, University of California Berkeley, USA* 

Clayton Critcher, University of California Berkeley, USA 

People sometimes learn that others have had the same experience as the self. In this paper we examine how learning of others' parallel 

experiences may alter retrospective enjoyment for one's own experience. Three experiments suggest that people predict, expect and in 

fact report experiential contamination in such circumstances. 

29-D: The Lucky Financial Advisor: How Luck Perceptions Influence Consumers' Investment Decisions 

Peter Darke, The Schulich School of Business, York University, Canada 


Monica Popa, Edwards School of Business, University of Saskatchewan, Canada* 

We show that financial advisors' luck in areas unrelated to investment influences consumers: they invest more when learning that the 

advisor is lucky. The effect is prominent for consumers who believe in good luck, and arises regardless of advisor's expertise: 

consumers place as much stock in luck as in competence. 

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29-E: Tweets and Retweets for Oreo Touchdown 

Vimviriya Limkangvanmongkol, The University of Illinois at Chicago, USA* 

Oreo was the first advertiser of Superbowl XLVII who responded to the blackout opportunism by tweeting “You can still dunk in the 

dark." The tweet received more than 10,000 retweets within the first hours. This paper presents a content analysis of tweets and 

retweets by developing new coding scheme drawn from J. Josko Brakus et al’s scale of brand experience in the dimensions of sensory, 

affective and intellectual. The results explained Oreo’s successful story that the brand smartly used Twitter to interact quickly and 

publicly. Oreo created “brilliant” content tweet and sent out in “real-time” to surprise all audiences. Thus, the brand personality of 

Oreo was perceived as “fast reaction,” “the winner,” “awesome,” and “brilliant.” In the final analysis, the author concludes that 

Twitter becomes a communication platform to leverage brand personality through brand experience. 

29-F: Consumer Judgments as a Function of Social Class 

Jaehoon Lee, University of Houston at Clear Lake, USA* 

L. J. Shrum, HEC Paris, France* 

Tina M. Lowrey, HEC Paris, France* 

Using a service context, two experiments tested the hypothesis that lower class individuals, who are more holistic thinkers, focus 

primarily on context as a whole, whereas upper class individuals, who are more analytic thinkers, focus primarily on specific events 

only. 

29-G: Trust in Recommendations: Applying the Base-Rate Paradigm to Surrogation vs. Simulation 

Hang Shen, University of California Riverside, USA* 

Ye Li, University of California Riverside, USA 

Consumers increasingly depend on online reviews to inform purchase decisions; yet, Gilbert et al. (2009) find that people avoid 

surrogation information despite its reliability for affective forecasting. We posit that the perceived diagnosticity of the surrogate’s 

rating determines how much people rely on and use surrogation. 

29-H: What Motivates Consumers to Produce Online Reviews Solidarity, Status, and the Soapbox Effect 

Edward F. McQuarrie, Santa Clara University, USA 

Shelby McIntyre, Santa Clara University, USA 

Ravi Shanmugam, Santa Clara University, USA* 

Using three longitudinal datasets, we explore consumers’ motivation to produce online reviews, contrasting sense of belonging, 

competition for status, and an intrinsic motivation independent of these extrinsic factors. An examination of the effect of positive 

feedback on subsequent review production provides support for the intrinsic motivation hypothesis. 

30 Social Media & the Consumer 

Curators: Ashlee Humphreys, Northwestern University, USA 


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30-A: The Effects of Being Envied On Word-of-Mouth 



Sarah E. Hill, Texas Christian University, USA 

Envy is a complex emotion that influences behaviors differently depending on whether one is experiencing envy or is the target of the 

emotion. We demonstrate that being envied decreases one’s tendency to cooperate, and this decreased interest negatively influences 

willingness to share valuable information (i.e., Word-of-Mouth). 

30-B: Gamification and the Entrenchment of an Engagement Institutional Logic in the Emerging Institutional Field of Social 

Media 

Andrew Smith, York University, Canada* 

Pierre-Yann Dolbec, York University, Canada* 

We contribute to the literature on institutional dynamics by highlighting how a gamified website encourages the entrenchment of an 

institutional logic in a new institutional field by instigating an arrangement of practices; diffusing values, rules, and models for 

successful practices; and offering rewards for complying with the emerging logic. 

30-C: I’ll Have What She’s Sharing: The Effect of Social Media on Experience Consumption 

Stefanie Baert, Ghent University, Belgium* 


Consumers increasingly purchase experiences relative to material goods. We argue that this phenomenon is possibly due to social 

media and demonstrate that priming respondents with social media increases the evaluation of experiences. The use of social media 

and attitude towards social media sharing moderates the effect. 

30-D: The Public Heart: The Effect of Broadcasting on Emotional Intensity and Well-Being 

Virginia Weber, University of Alberta, Canada* 

Sarah Moore, University of Alberta, Canada 

Rhiannon MacDonnell, Cass Business School, City University London, UK 


The current research examines how sharing positive emotions about brands online impacts the subsequent intensity of those emotions. 

Specifically, we demonstrate that sharing a brand-related emotion broadly on Facebook lowers the intensity of that emotion. Followup 

studies will manipulate broad vs. narrow sharing in other online contexts. 

30-E: Identity Management through Humor Expressions in an Online Gaming Community 

Prakash Das, University of Calgary, Canada* 

Little is known about how consumer activities that draw upon modernistic notions of “consumer work” and “collective consumer 

creativity” foster community building. We present an interpretive study of an online gaming community and identify “humor 

expression” as consumer work that enhances community creativity through identity-based processes. Findings contest assumptions 

that community identity is mainly claimed by those possessing core community skills. In contested spaces, marginalized members 

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attain recognition through humor-based creative identity work. Humor is a motive force that is creatively wielded by community 

members and assists in community building. 

30-F: Shaking it Up My Way: Amateur Appropriation of Popular Media 

Pia A. Albinsson, Appalachian State University, USA* 

B. Yasanthi Perera, New Mexico State University, USA 

Sarita Ray Chaudhury, Humboldt State University, USA 

This study examines consumers’ appropriation of popular media through the creation of user-generated content (UGC). We study 

UGC of Gangnam Style and Harlem Shake, including video and comment reactions, to explore sociocultural implications of this 

phenomenon. This is accompanied by a typology of UGC purposes, and their message transmission approaches. 

30-G: Using Social Software to Evoke Social Reflexivity: The Case of Instagram Photo Sharing Application 

Amandeep Takhar, University of Bedfordshire, UK* 


This study contributes to an understanding of how social networking websites are encouraging consumers’ reflexive practices. We 

draw insights from a case study of Instagram, a photo sharing application, and argue that consumer researchers can use this website to 

evoke informant self-reflexivity, and accumulate richer and more in depth data. 

30-H: Self-Esteem and Identification with One’s Social Media Groups: Two Opposite Paths to Online Social Outcomes 

Yuanrui Li, University of California Riverside, USA* 

Thomas Novak, The George Washington University School of Business, USA 

Donna Hoffman, The George Washington University School of Business, USA 

Most literature investigating the relationship between social media usage and online social outcomes has focused on self-esteem, a 

personal identity construct. Much less research has examined the collective aspects of self-esteem. In this study, we find that selfesteem 

and collective self-esteem affect online social outcomes in independent and opposite ways. 

31 Social Media & the Firm 

Curators: Ashlee Humphreys, Northwestern University, USA 


31-A: The Influence of Brand Propinquity on Complaining Behavior via Social Media 

Hongmin Ahn, West Virginia University, USA* 

Nicholas Bowman, West Virginia University, USA 

This study explores the dynamic interplay among several facets of psychological closeness on consumer complaining behavior via 

social media. Our data suggest that increased brand propinquity results in increased engagement when discussion perceived brand 

mishaps. Results also indicate that media familiarity jointly affects consumer intention to engage in complaining behavior. 

31-B: When Brands Get Personal in Online Chatters: The Effects of Self-Disclosure and Anthropomorphism on Consumer-brand 

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Relationship. 

Li Huang, University of South Carolina, USA* 


This research investigates the brand’s personal disclosure on Twitter and its consequences on consumer-brand relationship. We 

provide a new framework predicting what to disclose, how to disclose, and to whom the brand should disclose. Shifting the 

psychological closeness, self-disclosure on Twitter can either help or impair the relationships. 

31-C: Using Social Media Networks in Russia to (Re)construct Collective Memories and Build Brand Identity 

Graham Roberts, Université Paris Ouest Nanterre La Défense, France* 

Philippe Odou, Université de Reims Champagne Ardenne, France 

Gaël Bonnin, Reims Management School, France* 

Holt (2004) shows the different ways in which brands draw on cultural imagery, myths, and history to create identity. Our paper seeks 

to look at how brands in post-socialist Russia use social media networks, both to construct collective memories and to exploit these 

memories in order to build brand identity. 

31-D: Social Networking Sites: Building Brand Knowledge and Brand Equity 

Noelia Sanchez-Casado, Universidad Politecnica de Cartagena, Spain* 

Eva Tomaseti-Solano, Universidad Politecnica de Cartagena, Spain 

Juan-Gabriel Cegarra-Navarro, Universidad Politecnica de Cartagena, Spain 

Social Networking Sites, as new communication tools, allow firms to provide benefits to consumers who establish a relationship with 

them. As a consequence of this relationship, consumers could develop knowledge and equity about the brand. Therefore, this study 

analyzes the effects of these benefits on brand knowledge and brand equity. 

31-E: The Effect of Interpersonal Influences on Social Networking Site’s Users 

Noelia Sanchez-Casado, Universidad Politecnica de Cartagena, Spain* 

Eva Tomaseti-Solano, Universidad Politecnica de Cartagena, Spain 

Juan-Gabriel Cegarra-Navarro, Universidad Politecnica de Cartagena, Spain 

Social Networking Sites (SNS) have become an important tool for firm-consumer communication. In this study we analyze how firms 

create brand knowledge and brand equity in their consumers, through the Interpersonal Influences that SNS’s users experience. The 

results of this study help firms to manage their brand pages at SNS. 

31-F: Consumers’ Endorsements for Companies and Causes: The Role of Symbolism and Visibility 

Stefan F. Bernritter, University of Amsterdam, The Netherlands* 


Edith G. Smit, University of Amsterdam, The Netherlands 

In the present study, we examined factors that might affect consumers’ decision to endorse an organization. In particular, we 

investigated to what extent brand symbolism and visibility of an endorsement affected consumers’ intention to endorse. Moreover, we 

explored whether these effects differed for companies (for profit) and causes (non profit). 

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31-G: “I Know It’s Your Fault, But I Blame the Matchmaker More:” Changes in Consumer Trust Toward Social Commerce 

Companies Due to Dissatisfying Purchases in a Two-sided Market. 

Yaeeun Kim, Korea Advanced Institute of Science and Technology, Republic of Korea* 

Myeong-cheol Park, Korea Advanced Institute of Science and Technology, Republic of Korea 

We examined whether the perceived main sources of service failure cause changes in consumer trust toward social commerce 

companies. When a business is two-sided, consumers attribute service failure experiences with merchants to the intermediary, the 

“social commerce company”. This was verified for all severity levels of service failure. 

31-H: The Relationship between Brand Personality and Crisis Strategies for Organizational Reputation 

Jiyoon Karen Han, University of Texas at Austin, USA* 

Dong Hoo Kim, University of Texas at Austin, USA 

Yoon-Hi Sung, University of Texas at Austin, USA 

The purpose of this study is to examine the role of brand personality in crisis communication. This research explores the major 

company crisis of 2010, 2011 and 2012, by comparing sincere and exciting brand personality companies with their crisis strategies. 

32 Sustainable Marketing 

Curators: Julie Ozanne, Virginia Tech, USA 


32-A: Society or the Environment How Tangibility Affects Consumer Perceptions of Firm Sustainability Practices 

Sara Bahnson, University of Oregon, USA* 

Lan Jiang, University of Oregon, USA 

Jun Ye, Xiamen University, China 

Nagesh Murthy, University of Oregon, USA 

This research examines the relative importance of environmental and social sustainability practices on consumer evaluations. Using 

both field and experimental data, we show that environmental practices generate greater impacts for goods firms, while social 

practices are more influential for services firms. The role of tangibility is identified as the mechanism. 

32-B: Green Confessions: The Moderating Influence of Religiosity on Pro-Environmental Compensatory Consumption 

Daniele Mathras, Arizona State University, USA* 

Naomi Mandel, Arizona State University, USA 

Adam B. Cohen, Arizona State University, USA 

‘Green guilt’ may arise after reflecting about one’s transgressions toward the environment, thus motivating restorative consumption 

behaviors. In two studies, we find that private green confessions may boost initial compensatory behaviors but both public and private 

confessions reduce green compensatory consumption across multiple tasks, especially for intrinsically religious individuals. 

32-C: Pro-Environmental Motivation and Intent in an Emerging Market Context 

125

Nadine Sonnenberg, University of Pretoria, South Africa 

Alet C. Erasmus, University of Pretoria, South Africa* 

Empirical evidence regarding pro-environmental motivation and intent almost exclusively addresses conditions in First-world 

scenarios. This study examines the role of motivational factors in emerging consumers’ environmentally significant intent and 

highlight the relevance of awareness of environmental issues, moral norms, guilt, subjective norms, attitudes and perceived behavioral 

control. 

32-D: Consuming to Support the Free Market: The Effects of Economic System-Justification on Consumer Preferences 

Matthew Maxwell-Smith, Ivey Business School, Western University, Canada* 

June Cotte, Ivey Business School, Western University, Canada 

Allison Johnson, Ivey Business School, Western University, Canada 

Political system-justification tendencies have affected consumption behaviors, although the influence of economic system-justification 

has not been investigated systematically. Three studies showed that economic system-justification predicted consumption habits that 

support companies and industries which feature prominently within the current economic system, even if such behaviors undermined 

people’s own health interests. 

32-E: Are Values Always Abstract How Construal Level and Identities Influence the Use of Values on Green Consumption 

Diego Costa Pinto, Reims Management School, France* 


Construal level theory predicts that values will lead to behavior when consumers are in abstract construals. Five studies extend these 

findings by showing that values can also lead to expected behaviors under concrete construals. Specifically, findings demonstrate that 

in concrete (vs. abstract) construals, values work for close (vs. distant) identities. 

32-F: Going Green for Self vs. Others: Gender and Identity Salience Effects on Green Consumption 

Diego Costa Pinto, Reims Management School, France 

Marcia Herter, Reims Management School, France 

Patricia Rossi, Reims Management School, France* 


This paper examines the effects of gender and identities on green consumption. Previous research shows that women are greener than 

men. However, we extend these findings by showing that social (vs. personal) identity changes the impact of gender on green 

consumption. This effect is mediated by self-transcendence values. 

32-G: Consuming Green, Living Green: Boundary Conditions of the Licensing Effect 

Marijn H. C. Meijers, ASCoR, University of Amsterdam, The Netherlands 


Marret K. Noordewier, Leiden University, The Netherlands 

Edith G. Smit, University of Amsterdam, The Netherlands* 

Sustainable consumption at t=0 may license people to behave unsustainably at t=1. We show that this effect is mitigated by one’s 

126

sustainable identity. We also find that self-licenses can be traded in only once and do not persist in subsequent situations (t=2). 

32-H: Princesses, Castles, Enchanted Forests and Dragons – Exploring (Eco) Destination Wedding Consumption 

Denise Conroy, The University of Auckland, New Zealand* 

Rachel Wolfgramm, The University of Auckland, New Zealand 

Sian Coleman, The University of Auckland, New Zealand 

We explore consumers’ commitment to holding a destination wedding, and whether sustainability concerns motivate this decision in 

any way. Our intention is to develop theory that expands our understanding of how perceived meanings of destination weddings are 

formed within consumer culture, and the role identity plays in transformative consumer behaviour. 

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ZUMBA 

6:00am - 7:30am 

Adams Room 

Taught by: Naomi Mandel & Antonia Mantonakis, licensed Zumba instructors 

Wear comfortable clothes and tennis shoes; water and towels available in the room 


7:00am - 5:00pm 



7:00am - 8:00am 

JCR ASSOCIATE EDITORS BREAKFAST & MEETING 

7:00am - 9:00am 

Kimball Room 

Film Festival VI (8:00am - 9:15am) 

Room: Chicago 

FILM FESTIVAL 

8:00am - 6:00pm 


1. A Study of the Play Element of a Location-based Social Network: Foursquare (20 min) 

Alexandra Vignolles, INSEEC Business School, France* 

The videography presents the social network location-based Foursquare within the perspective of users and experts. We develop the 

theory of the play element as a social function applied to Foursquare (Huizinga, 1951). Implications as well as limitations and avenues 

of research are finally introduced. 

2. The Indian Bazaar: Street Markets and Customer Perceptions (16 min) 

Sowmya Raja, IIT Madras, India* 

Niranjan Kuppan, Allahabad Bank, India 

‘Sandhai’, ‘Bazaar’, ‘Mandi’ – called by different names, the informal local marketplaces serve as cultural hubs of India. This movie 

documents an explorative look at various informal street markets in the Indian city of Chennai. While giving insights into Indian 

customers’ psychology, this film also captures their perceptions of these bazaars. 

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Film Festival VII (9:30am - 10:45am) 

Room: Chicago 

1. Yoga and Fashion (13 min) 


A former banker from Singapore, a pornographer from Los Angeles, a student from Washington D.C., and a former marketer from 

Tokyo help the author explore how they marry yoga and fashion. 

2. Coffee Shops Yesterday, Running Groups Today - Consumption Communities as the New Address for Oldenburg's Third Places 

(20 min) 

Giridhar Ramachandran, Indian Institute of Technology Madras* 

Richa Agrawal, Indian Institute of Technology Madras 

Ramon Oldenburg coined the name ‘third places’ to social gathering places outside of home and work, and felt that the vanishing third 

places were a reason for the decline of community. Through participant observation and interviews this study explores the possibility 

of considering consumption communities as present day third places. 

3. Entertained to Excess: The Contemporary Practices of Boredom (21 min) 

Henri Myöhänen, Aalto University School of Economics, Finland* 

Joel Hietanen, University School of Economics, Finland* 

Perhaps it is not surprising that the concept of boredom has not received much interest in consumer research in our media saturated 

consumer culture. This videography illustrates, from a Heideggerian perspective, how boredom becomes embodied in the lives of 

consumer seeking extreme thrills. We find that a world which bombards us with distractions in the form of various types of 

entertainment may have its dark side that perpetuates the very experience of boredom we wish to desperately escape in our pleasureobsessed 

age. 

Film Festival VIII (11:00am - 12:15pm) 

Room: Chicago 

1. A Pen (8 min) 

Anastasia Seregina, Aalto University School of Business, Finland* 


Bernardo Figueiredo, University of Southern Denmark, Denmark 

Hannu Uotila, Rakettijengi Tuotannot Oy, Finland 

What might an object-oriented philosophy look like This video places a mundane object, a pen, at the center of meaning-making by 

plotting its mode of being as something other than anthropological or instrumental. The pen co-constitutes reality with human actors. 

Where does agency end and passive materiality begin 

2. The Runners' (R)evolution (24 min) 

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Benson Benson, Bluejack Productions, USA 

Running is more popular than ever in the United States, and a vocal minority of runners have decided to eschew traditional footwear 

(a-shoe, perhaps) in favor of minimal shoes, or no shoes at all. They find the experience to be transformative for both their bodies and 

spirits. 

3. Entre-deux-mondes: Shaping of Artistic Projects in a Local Music Scene (31 min) 

Joonas Rokka, Rouen Business School, France* 

Baptiste Cléret, University of Rouen, France* 

Alice Sohier, University of Picardie, France* 

This video continues research on music from a scenes perspective. By studying local indie music producers in France, we 

conceptualize "artistic projects" of indie music producers as a particular cultural universe that is embedded in scenes and shaped by an 

assemblage of market actors. 

4. Towards Consumption of Biased Imagery (12 min) 

Inga Jonaityte, Ca' Foscari University of Venice, Italy* 

Olivija Douris, Philadelphia Art Institute, USA* 

Recent far-reaching transformations in the field of photography have accelerated the creation of inexpensive crowd-generated “photo 

archives,” reducing the demand for more expensive professional and objective imagery. This film explores the irreversibly shrinking 

path for traditional photojournalism, altering production, distribution and the consumption patterns of unbiased and representative 

photographic truth. 

Film Festival IX (2:00pm - 3:15pm) 

Room: Chicago 

1. Traveling Into Tourist Souvenirs (30 min) 

Alain Decrop, University of Namur, Belgium* 

Julie Masset, University of Namur, Belgium* 

This videography invites you to travel inside tourist souvenirs around the world. The film shows that souvenirs often are considered as 

special possessions that help consumers remember and extend their trips in time, space and the social network. It also highlights the 

hierophanous role of souvenirs as messengers of meanings. 

2. Citizen Consumer (29 min) 

Sonya Grier, American University, USA 

What does it mean to be a consumer in a context which emphasizes social goals as key to citizenship This film explores the evolving 

notion of citizen/consumer in Cuba at a time of shifting market dynamics and cultural change. 

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3. Consuming the Contradiction (17 min) 

Joel Hietanen, Aalto University, Finland* 

John Schouten, Aalto University, Finland 

Iiro Vaniala, Aalto University, Finland 

In 'Consuming the Contradiction' we produce a mashup of the footage shot at the Flow music festival in Helsinki. The stories reveal 

further insights into the acts of demythologization and contradiction in what has been coined hipster consumption. 

Film Festival X (3:30pm - 5:00pm) 

Room: Chicago 

1. The Indian Bazaar: Street Markets and Customer Perceptions (16 min) 

Sowmya Raja, IIT Madras, India* 

‘Sandhai,’ ‘Bazaar,’ ‘Mandi’ – called by different names, the informal local marketplaces serve as cultural hubs of India. This movie 

documents an explorative look at various informal street markets in the Indian city of Chennai. While giving insights into Indian 

customers’ psychology, this film also captures their perceptions of these bazaars. 

2. It's a Girl Thing (58 min) 

Shannon Silva, University of North Carolina Wilmington, USA* 

Andre Silva, University of North Carolina Wilmington, USA* 

Donna King, University of North Carolina Wilmington, USA* 

Tiffany Albright, University of North Carolina Wilmington, USA 

Framed by the structure of a faux interactive website for tween girls, "It's a Girl Thing" speaks with consumer critics, tween brand 

marketers, girls, moms, and educators to explore the seemingly benign cultural universe of candy-coated, pastel-colored, hypercommercialized 

girl culture (and the tween queen phenomenon) to reveal the complex and contradictory messages directed at today's 

young girls. 

Film Festival XI (5:15pm - 6:00pm) 

Room: Chicago 

1. A Study of the Play Element of a Location-based Social Network: Foursquare (24 min) 

Alexandra Vignolles, INSEEC Business School, France* 

The videography presents the social network location-based Foursquare within the perspective of users and experts. We develop the 

theory of the play element as a social function applied to Foursquare (Huizinga, 1951). Implications as well as limitations and avenues 

of research are finally introduced. 

2. Yoga and Fashion (13 min) 


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A former banker from Singapore, a pornographer from Los Angeles, a student from Washington D.C., and a former marketer from 

Tokyo help the author explore how they marry yoga and fashion. 

POSTER EXHIBITION 

8:00am - 3:30pm 

Exhibit Hall 

SESSION 6 

8:00am - 9:15am 

6.1 Perspectives: Sensations (Sponsored by Journal of Consumer Psychology) 

Room: Crystal 

Co-chairs: Aradhna Krishna, University of Michigan, USA 

Maureen Morrin, Temple University, USA 


This session brings together three leading scholars who have contributed greatly to consumer research on "Sensations." In alphabetical 

order, first, Aradhna Krishna will present an overview of her research on sensory marketing. Next, Maureen Morrin will present an 

overview of her research on olfactory influences in judgment and decision making. Juliet Zhu will then present an overview of her 

research on the effects of ambient noise, space, and other incidental environmental features. 

6.2 Of Simple & Social Excuses to Indulge 

Room: Salon 2 

Chair: Michael Lowe, Texas A&M University, USA 

1. “So Cute I Can Eat it Up”: Priming Effects of Cute Products on Indulgent Consumption 

Maura Scott, Florida State University, USA* 


We examine the extent to which consumers engage in more indulgent consumption when exposed to cute, whimsical products. We 

posit that when a consumer encounters a cute product, the exposure primes frivolity and fun, which subsequently makes one more 

likely to choose indulgent options in various consumption domains. 

2. Consuming Functional Innovations: Are Utilitarian Behaviors Enhanced or Undermined 

Aaron Garvey, University of Kentucky, USA* 

Lisa E. Bolton, Pennsylvania State University, USA 

Although consumer adoption and preference for functional innovations (novel products which introduce new opportunities for action) 

has been studied deeply, little is known of the downstream consequences of consuming these products. Our research demonstrates that 

consumption of a functional innovation instigates a hedonic state that subsequently guides perception and behavior. 

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3. Anticipating Sharing and Preference for Hedonic Products 

Peggy Liu, Duke University, USA 

Gavan Fitzsimons, Duke University, USA* 


Consumers often share products with others. We examine how anticipating sharing products with others shifts product preferences. 

We find that anticipating sharing products with others leads people to select more hedonic vs. utilitarian products. 

4. Camaraderie in Crime: Shared Self-control Decisions and Affiliation 

Michael Lowe, Texas A&M University, USA* 


We examine the outcomes of shared self-control decisions, and find that a shared self-control failure, or co-indulgence, produces 

greater feelings of affiliation between individuals as well as an enhanced product experience than mutual self-control or mixed 

outcomes. This effect is driven by increased perceptions of similarity and decreased anxiety. 

6.3 How Thinking About Money Changes Goal Pursuit 

Room: Salon 3 

Chair: Emily Garbinsky, Stanford University, USA 

1. With Great Power Comes Financial Responsibility: The Effect of Power on Saving 

Emily Garbinsky, Stanford University, USA* 

Anne Klesse, Tilburg University, The Netherlands 

Jennifer Aaker, Stanford University, USA 

How can we encourage people to save more money The results of three laboratory experiments reveal that feeling powerful increases 

saving. This feeling of power, spurred by postures, mindset priming tasks, or subjective wealth, causes people to save more money 

because they feel like their savings goal can be attained. 

2. Enhanced Desire for Product Choice in Response to Monetary Scarcity 

Anneleen Van Kerckhove, Ghent University, Belgium 

Renaud Lunardo, KEDGE Business School, France 

Gavan Fitzsimons, Duke University, USA* 

This research shows that monetary scarcity leads consumers to value option choice, especially when they are high in trait reactance. 

Consumers experiencing monetary scarcity prefer larger assortments, irrespective of the specific products involved. They are also 

willing to invest resources, except money, to keep options open. 

3. Can Consumers Make Affordable Care Affordable The Value of Choice Architecture 

Eric Johnson, Columbia University, USA* 

Ran Hassin, Hebrew University of Jerusalem, Israel 

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Tom Baker, University of Pennsylvania, USA 

Allison Bajger, University of Pennsylvania, USA 

Galen Treuer, University of Miami, USA 

In less than a year, tens of millions will be choosing health coverage. Our results suggest there is significant room for improving 

choices. Without any intervention, respondents perform at near chance. However providing calculation aids, and “smart” defaults 

could save approximately 10 billion dollars every year. 

4. Mere Exposure to Money Motivates Goal Attainment 

Gülen Sarial-Abi, Bocconi University, Italy 

Kathleen Vohs, University of Minnesota, USA* 

Four experiments showed that mere exposure to the idea of money led to better intentions, attitudes, motivation, and actual 

performance toward goals. The results held across financial, health, problem solving, and leisure goals. Theoretically this work ties 

earning money and using money to goal pursuit through independent and frequently-paired associations. 

6.4 Getting Out What You Put In: Drivers & Consequences of Consumer Effort 


Co-chairs: Keisha M. Cutright, University of Pennsylvania, USA 


1. Doing it the Hard Way: Low Personal Control Drives Preference for High-Effort Products 

Keisha M. Cutright, University of Pennsylvania, USA* 


Despite the common notion that ‘easier=better,’ across five studies we demonstrate that low feelings of control lead consumers to 

reject products where little personal effort is required in favor of products where high personal effort is required to achieve the same 

outcome. Seemingly irrational, such choices restore feelings of control. 

2. Earning Luckiness: The Effect of Active Loyalty Program Membership on Consumer Predictions of Randomly-Determined 

Marketing Outcomes 



Chris Summers, Ohio State University, USA* 

Across five studies, we demonstrate that consumers display a “lucky loyalty” effect, such that active loyalty program members (vs. 

non-members) feel they have a greater subjective likelihood of experiencing positive randomly-determined outcomes offered by the 

firm administering the loyalty program even when these outcomes are unconnected to the loyalty program. 

3. Customized Assembly: How Does Effort Influence the Value of To-be-assembled Products 

Eva Buechel, University of Miami, USA* 


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Customized product assembly involves making a series of product composition choices. We show that when choices and assembly are 

an integrated (segregated) process, an increase in the amount of effort during assembly leads to an increase (decrease) in the perceived 

value of the components used to assemble the product. 

4. The Effect of Goal Progress Salience Cues in Effortful Consumer Domains: An Implicit Theory Perspective 

Pragya Mathur, Baruch College, USA* 


Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA 

Consumers are surrounded by products and services that provide cues to mark progress (called goal progress salience cues). We show 

that when tasks are demanding and require effort, consumers’ performance and satisfaction varies in response to such cues, depending 

on whether they endorse an incremental or an entity theory. 

6.5 Exploring the Dynamics & Durability of Stigma 


Chair: Stephanie Feiereisen, City University London, UK 

1. Sexual Script Development in the Media 

Elizabeth Crosby, University of Wisconsin - La Crosse, USA* 

This research explores African-American women’s experiences with sexual scripts. I unpack the relationship between sexual 

stereotypes and consumption. Specifically, I examine how sexual stigmatization affects African-American women and how they 

manage the stereotypes. I offer a more comprehensive understanding of the role of consumption in sexual stigmatization. 

2. Stigma and Accommodation to Consumption Loss 

Cristel Antonia Russell, American University, USA* 

Hope Jensen Schau, University of Arizona, USA 

Using loss accommodation literature and a longitudinal research program examining consumers’ experience of four discontinued 

television programs, we unfold a model of consumer loss accommodation. We find evidence that stigma associated with some TV 

series impairs consumer loss accommodation, disabling access to transitive and connective resources that otherwise facilitate 

accommodation. 

3. The End of Stigma Understanding the Dynamics of Legitimization in the Context of TV Series Consumption 

Stephanie Feiereisen, City University London, UK* 

Dina Rasolofoarison, Aston University, UK 

Kristine De Valck, HEC Paris, France 

Julien Schmitt, Aston University, UK 

This research contributes to prior work on stigmatization by looking at stigmatization and legitimization as social processes in the 

context of TV series consumption. Using in-depth interviews, we show that the dynamics of legitimization are complex and 

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accompanied by the reproduction of existing stigmas and creation of new stigmas. 

4. Factionalized Fatshionistas: Dynamics within Collectives of Stigmatized Consumers Engaged in Marketplace Change Efforts 

Eileen Fischer, York University, Canada* 

Daiane Scaraboto, Pontificia Universidad Católica de Chile, Chile 

Recent work has explored conditions under which collectives of stigmatized consumers may mobilize to confront marginalization in a 

marketplace. Our study examines the dynamics within collectives that may occur when its members seek marketplace changes. We 

identify three such dynamics that, together, threaten the continuity of the collective. 

6.6 The Time of Our Lives: The Role of Time in Consumer Well-Being 

Room: Salon 6 

Chair: Amit Bhattacharjee, Dartmouth College, USA 

1. Too Impatient to Smell the Roses: Exposure to Fast Food Brands Impedes Happiness 

Julian House, University of Toronto, Canada 

Sanford E. DeVoe, Sanford E. DeVoe, University of Toronto, Canada* 

Chen-Bo Zhong, University of Toronto, Canada 

In two different experiments, we found that exposure to fast-food brands undermined people’s ability to experience happiness from 

pleasurable visual and auditory stimuli. Mediational analyses demonstrated that exposure to fast-food brands affected happiness by 

inducing greater impatience, measured by both subjective perception of time passage and self-reports of experienced impatience. 

2. What Experiences Make Us Most Happy - The Ordinary Or The Extraordinary 

Amit Bhattacharjee, Dartmouth College, USA* 

Cassie Mogilner, The Wharton School, University of Pennsylvania, USA 

Though we know that experiential (vs. material) purchases lead to greater happiness, which experiences should we pursue We 

demonstrate that consumers that view the future as extensive gain the most happiness from uncommon, extraordinary experiences. 

Meanwhile, when time is seen as limited, common, ordinary experiences are increasingly associated with happiness. 

3. Time, Money, and Morality 

Francesca Gino, Harvard University 

Cassie Mogilner, The Wharton School, University of Pennsylvania, USA* 

Are there simple ways to encourage self-reflection to decrease immoral behavior Four experiments examine the effect of shifting 

focus from money onto time. We found that priming time (vs. money) leads individuals to behave more ethically by cheating less, 

because thinking about time makes people reflect on who they are. 

4. Temporal Decay, Reinstatement, and Debiasing of Self-Deception 

Zoë Chance, Yale School of Management, USA* 


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Dan Ariely, Duke University, USA 

Self-deception can have positive and negative effects on well-being. We explore the decay of self-deception over time, the 

reinstatement of self-deception, and the effect of an attentional intervention, across multiple opportunities to cheat and self-deceive. 

Together, these studies offer insight into how, and particularly when, self-deception can be attenuated. 

6.7 Happiness Over Time 

Room: Salon 7 

Co-chairs: Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China 


1. Happiness From Giving: When Consumers Misforecast Their Affective Responses to Pro-Social Behavior 

Stefanie Robinson, North Carolina State University, USA* 


William O. Bearden, University of South Carolina, USA 

Consumers overestimate their positive affective responses. This is due to perceived greater benefit to others when consumers think 

about vs. engage in the behavior. This overestimation is shown to decrease consumers’ willingness to provide repeat help. Lastly, we 

show when the help becomes costly, misforecasting diminishes. 

2. The Pursuit of Happiness: Can It Make You Happy 




Lauren Cheatham, Stanford University, USA* 

Research has concluded that the explicit pursuit of happiness is counterproductive. In contrast, in the current research, we find it is 

possible to increase happiness by explicitly pursuing the goal of happiness. Thus, we suggest an important caveat to prior work on 

happiness. 

3. Does Living in New York City Make People Happy with Their Leisure Life 

Yan Zhang, National University of Singapore, Singapore* 

Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China* 

We study how variety affects consumption and happiness of leisure activities. Even though people believe that large-city residents 

consider and consume wider variety of leisure activities, there is no actual difference across city sizes. We further found that 

considering and consuming wider variety of leisure activities positively affect happiness. 

4. Does Imbalanced Spending Sabotage Happiness Moderating Influence of Time vs. Money 

Chien-Wei (Wilson) Lin, Binghamton University-State University of New York, USA* 

Kalpesh K. Desai, State University of New York at Binghamton, USA 

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Five studies demonstrate that self-others imbalanced spending involving time (vs. money) renders greater unhappiness, reallocation, 

and substitution for underspent others categories. This effect is mediated by happiness and is consistent with time-evoked social 

connection and money-evoked self-sufficiency ratings. However, within-self imbalanced spending is less serious because everything 

is on self. 

6.8 How Motivation, Duration, Brands, & Age Shape Memory 


Co-chairs: Millie Elsen, CentERdata, The Netherlands 

Praggyan Mohanty, Governors State University, USA 

1. Motivated Recall and the “Rosy View” in Retrospective Evaluations 

Robert Latimer, New York University, USA* 

Priya Raghubir, New York University, USA 

Three experiments show that (1) unpleasant experiences are evaluated more favorably after being recalled in detail, (2) detailed recall 

improves overall retrospective evaluations of experiences, but not evaluations of the individual aspects recalled, and (3) detailed recall 

with a social motive encourages selective retrieval of positive aspects of an experience. 

2. Standing Out or Fitting in Memory Effects of Ad Typicality Depend on Exposure Duration 

Millie Elsen, CentERdata, The Netherlands* 

Rik Pieters, Tilburg University, The Netherlands 

Michel Wedel, University of Maryland, USA 

Recall and recognition for ads depend on ad typicality, but in very diverse ways. This research shows the advantage of being typical 

(“fitting in”) in recall and the advantage of being atypical (“standing out”) in recognition, and how these crucially depend on the 

duration of exposure. 

3. How Brands Shape Newness Perceptions 

Frank Goedertier, Vlerick Business School, Belgium* 

Kristof Geskens, Vlerick Business School, Belgium 

Gregory S. Carpenter, Northwestern University, USA 

Numerous innovations fail - often because they are perceived as lacking novelty. We demonstrate how innovation novelty is 

influenced by a previously unexplored factor: the brand used to introduce it. Four studies show that perceived novelty is determined 

by the level of abstractness of a brand’s overall associations. 

4. Effects of Different Types of Schematic Support on Item and Associative Memory for Brands in Older Consumers 

Praggyan Mohanty, Governors State University, USA* 


Moshe Naveh-Benjamin, University of Missouri, USA 

138

We show across two studies in a branding context that different types of schematic support alleviate episodic memory deficits in 

elderly consumers differently. While meaningfulness of brand elements attenuates item (vs. associative) memory deficits in older (vs. 

younger) consumers, relatedness between brand elements mitigates differences in associative (vs. item) memory. 

6.9 Funny, Sad, or Regretful: Antecedents & Consequences of Affective Experiences 

Room: Wilson 

Co-chairs: Grant Packard, Laurier School of Business & Economics, Canada 

A. Peter McGraw, University of Colorado, USA 

1. Humorous Consumption 

Caleb Warren, Bocconi University, Italy* 


Humor is an important but overlooked topic in consumer research. We explore the antecedents of humor by empirically comparing the 

ability of humor theories to explain perceptions of humor across a range of consumption experiences, including YouTube videos, 

sports plays, products, and everyday events. 

2. The Roles of Appropriateness and Relevance in Determining Reactions to Humor in Frontline Service Encounters 

J. Mark Mayer, Kelley School of Business, Indiana University, USA* 

Michelle Roehm, Babcock Graduate School of Management, Wake Forest University, USA 

Michael Brady, College of Business, Florida State University, USA 

We investigate consumer reactions to humor delivered in a service encounter. Our experimental findings indicate that customer 

reactions vary, depending on whether humor is perceived as appropriate and/or relevant, and the availability of cognitive resources. 

Additional research opportunities at the intersection of humor and services are discussed. 

3. Spending Sadly: How Time vs. Money Impacts Enhanced Valuations Under Sadness 

Sommer Kapitan, University of Texas at San Antonio, USA* 

Rajesh Bhargave, University of Texas at San Antonio, USA 


Consumers exhibit higher valuations of offerings when feeling sad, an effect stemming from self-focus. We find that the transfer of 

self-enhancement motives to valuations is moderated by payment currency. The effect of sadness is accentuated when paying with 

time (vs. money), because time forges a connection between self and offering. 

4. Sunny Side Up: How Regret Leads to Defensive Optimism 

Sandra Laporte, HEC Montreal, Canada* 

Gita V. Johar, Columbia University, USA 

This paper explores how people regulate pre-outcome regret, which is experienced in situations where a decision is regretted even 

before its outcome is known. We show that pre-outcome regret leads to defensive optimism about the upcoming outcome and that 

severity of the decision consequences represents a boundary condition for this distortion. 

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6.10 Decisions Under Risk & Uncertainty 


Chair: Ata Jami, University of Central Florida, USA 

1. Physiological Correlates Of Effects Of Prior Outcomes On Risky Choice 

Eduardo Andrade, FGV, Rio de Janeiro, Brazil 

Ming Hsu, University of California Berkeley, USA* 

Yuan Shao, Huazhong University of Science and Technology, China 

The question of how prior outcomes influence risk preferences is central to all sequential decision settings, and has import 

implications for how gains and losses are encoded by decision-makers. Here, we sought to elucidate this process by investigating the 

influence of prior outcomes on physiological responses to gains and losses. 

2. The Effect of Perceived Elevation on Consumer Risk Taking 

Ata Jami, University of Central Florida, USA* 


William Moore, University of Utah, USA 

This research investigates the influence of physical elevation on power, control, and risk-taking. Across three studies, we show that 

exposure to high vertical positions activates power-related thoughts and increases risk-taking. We demonstrate that high elevation 

leads to an illusory sense of control, which mediates the effect of elevation on risk-taking. 

3. Ambiguity Seeking in Payoffs as a Source of Consumer Patience 

Yuanyuan Liu, ESSEC Business School, France* 

Timothy B. Heath, HEC Paris, France 

Ayse Önçüler, ESSEC Business School, France 

Four experiments show that adding ambiguity to larger-later payoffs increases the appeal of future options and thereby produces 

greater patience and the promise of better decisions. We attribute this effect to congruity between the future’s uncertainty and 

ambiguity’s uncertainty. Potential positive ambiguity effects and larger range-payoff effects are ruled out. 

4. When 15% Off Plus 10% Off is More than 30% Off: Multiple-Discount Promotions are Preferred to Larger Single-Discount 

Promotions 


The current article demonstrates that economically smaller multiple-discount promotions (15% off plus an additional 10% off) are 

preferred to economically larger single-discount promotions (30% off). Across five studies I rule out previous accounts and 

demonstrate that this effect is mediated by multiple-discount promotions being perceived as rarer than single-discount promotions. 

6.11 Social Comparison & Social Consumption 

Room: Salon 1 

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Chair: Elaine Chan, Tilburg University, The Netherlands 

1. How Can I Choose Not Knowing What You Chose The Biasing Effect of Context When Consuming With Others 

Brennan Davis, Baylor University, USA* 

Beth Vallen, Fordham University, USA* 


Individuals often model their consumption on others’, yet sometimes others’ behavior is unknown. This research demonstrates that, in 

such instances, behavior becomes overly biased by the contextual positioning of the venue in which consumption takes place, as 

individuals rely on contextual cues as a substitute for the behavior of others. 

2. Understanding Through the Eyes of Others: Inferences Regarding Chosen and Forgone Products 

Stephen He, Manhattan College, USA* 


This research examines the inferences consumers make about other consumers, based on the choices they observe. We demonstrate 

that such inferences are systematically affected by whether the product is chosen by the majority or the minority group, the level of 

consensus, and whether the product is affect-rich or affect-poor. 

3. When Social Comparison is Demotivating for Goal Achievement 

Elaine Chan, Tilburg University, The Netherlands* 

Barbara Briers, Tilburg University, The Netherlands 

While the social comparison literature has mostly discussed the positive role of upward social comparison on motivation, this research 

provides new insights and shows that holding the distance between the self and the superior others the same, observing a superior 

other achieving the goal can be demotivating. 

4. Embodied Cognition and Social Consumption: Self-Regulating Temperature through Social Products and Behaviors 

Seung Hwan (Mark) Lee, Colorado State University, USA* 

Jeff Rotman, Ivey Business School, Western University, Canada* 


Individuals self-regulate lack of interpersonal warmth by substituting physical warmth. Four experiments suggest that 

physical/psychological temperature act as motivators to self-regulate in order to achieve a “steady state”, that the link between 

physical and perceived interpersonal temperature is bi-directional, and that consumption behaviors act as a source for self-regulation. 

6.12 From Manipulation & Harm to Reputation & Relationship: Key Branding Insights 

Room: Madison 

Chair: Robert Madrigal, University of Oregon, USA 

1. Why Do You Think They Do That Consumer Elaboration in the Detection of Manipulative Intent and Its Consequences on 

Product Judgments 

Robert Madrigal, University of Oregon, USA* 

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Catherine Armstrong-Soule, University of Oregon, USA 

Leslie Koppenhafer, University of Oregon, USA 

The research explores the effectiveness of consumer elaboration of marketers’ manipulative intent. Three empirical studies 

demonstrate that educating consumers about a deception tactic is not sufficient. To detect unfair manipulative intent, consumers must 

engage System 2 processing by elaborating on why it is being used in a product claim. 

2. Co-Brand Harm Crisis and Consumer Attributions of Responsibility 

Casey Newmeyer, Case Western Reserve University, USA* 

Julie Ruth, Rutgers University, USA 

This research investigates responsibility attributions to a cobrand in neutral and negative situations. The authors find evidence that 

cobrand integration and partner brand strength affect consumer attributions of responsibility for performance and subtyping, or 

exception, judgments. The results also show asymmetric effects of cobrand integration on product and retailer attributions. 

3. The Effect Chain from Corporate Reputation to Consumer Brand Equity Formation 

Martin Heinberg, University of Duisburg-Essen, Germany* 

H. Erkan Ozkaya, California State Polytechnic University, Pomona, USA 

Markus Taube, University of Duisburg-Essen, Germany 

This study explains the mechanism that leads corporate reputation to product brand equity. We achieve this by introducing a 

theoretical model based on signaling theory that tests (a) two mediating variables (corporate image and product brand value) and (b) 

three moderating variables (corporate brand visibility, trust, and distribution intensity). 

4. Brand Consensus and Multivocality: Disentangling the Effects of the Brand, the Consumer, and the Consumer-Brand 

Relationship on Brand Meaning 

Claudio Alvarez, Boston University, USA* 

Remi Trudel, Boston University, USA 


How much do consumers agree on what a brand means to them An implicit assumption in most branding research and practice is that 

brand meaning is consensual. This paper empirically tests this assumption and finds that, contrary to established wisdom, consumers 

disagree more than agree on the meanings of brands. 

COFFEE BREAK 

9:15am - 9:30am 

SESSION 7 

9:30am - 10:45am 

7.1 Perspectives: Wellbeing (Sponsored by Journal of Consumer Psychology) 

Room: Crystal 

Co-chairs: Lisa E. Bolton, Pennsylvania State University, USA 

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This session brings together three leading scholars who have contributed greatly to consumer research on "Consumer Wellbeing." In 

alphabetical order, first, Lisa Bolton will present an overview of her research on consumer judgment and decision making in the areas 

of consumer finances and health. Next, Punam Anand Keller will present an overview of her research on designing and implementing 

communication programs with a focus on health. Deborah Small will then present an overview of her research on altruism and prosocial 

behavior. 

7.2 Psychological Factors that Influence Healthiness Perceptions & Healthy Choices 

Room: Salon 2 

Chair: Peggy Liu, Duke University, USA 

1. “This Isn’t So Bad”: Assimilation, Contrast, and Self-Control on Healthiness Perceptions 

Scott Davis, Texas A&M University, USA* 



We explore the role of self-control in consumption contexts where assimilation and contrast effects emerge. This research reveals that 

the presentation order of food stimuli (healthy vs. indulgent or ambiguous) has a striking impact on consumer evaluations of 

healthiness. 

2. Avoiding Behavioral Resistance to Diet and Exercise Messages 

Peggy Liu, Duke University, USA* 


People are often exposed repeatedly to messages that encourage healthy behavior. We demonstrate that people high in psychological 

reactance can resist performing the target behavior of words in these oft-repeated health messages. However, exposure to words 

indirectly related to the target health behavior can overcome this automatic resistance. 

3. Is Self-Serving Self-Serving Who Serves Food Shapes Self-Evaluation and Eating Decisions 

Linda Hagen, University of Michigan, USA* 


Brent McFerran, University of Michigan, USA 

Consumers increasingly consume food served by others. Four studies indicate that who served food determines consumers’ 

attributions of responsibility depending on the food’s healthiness, that this feeling of responsibility shapes self-evaluative feelings 

after eating, and that the anticipation of this effect in a given context influences portion-size decisions before eating. 

7.3 Associative Learning in Branding 

Room: Salon 3 

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Chair: Miguel Brendl, Kellogg School of Management, Northwestern University, USA 

1. Investigating Deliberative and Spontaneous Inferences as Outcomes of Associative Learning with High vs. Low Contingency 

Awareness 

Bryan Gibson, Central Michigan University, USA 

Chris T. Allen, University of Cincinnati, USA* 

Douglas R. Ewing, Bowling Green State University, USA 

Frank R. Kardes, University of Cincinnati, USA 

Christopher Redker, Ferris State University, USA 

This research approaches associative learning as a potent process that can include various inferences drawn from co-occurring stimuli. 

Conventional EC procedures are used to activate inferences. With high contingency awareness both deliberative and spontaneous 

inferences are present: They prove largely unrelated with independent effects on brand attitudes, suggesting separate systems. 

2. On the Automatic Effects of Advertising: The Uncontrollability of Evaluative Conditioning Effects 

Mandy Hütter, Ruprecht-Karls University of Heidelberg, Germany 

Steven Sweldens, INSEAD, France* 

Changing brand attitudes by pairing brands with affective stimuli is called evaluative conditioning. A long-standing debate concerns 

whether this process operates automatically or is under consumers’ conscious control. Process dissociations in four experiments show 

that both controllable and uncontrollable learning mechanisms contribute to final brand evaluations. 

3. Riding Coattails: When Co-branding Helps vs. Hurts Less-known Brands 

Marcus Cunha Jr., University of Georgia, USA* 

Mark Forehand, University of Washington, USA 

Justin W. Angle, University of Montana, USA 

Co-branding is thought to generate favorable evaluations of unknown brands via transfer of associations from established brands. This 

positive effect, however, is not universal. Three experiments demonstrate that brands are both harmed or helped by partnering with 

established brands and support a single associative learning account for these opposing effects. 

4. Emotional Counter-Conditioning of Brand Attitudes 

Miguel Brendl, Kellogg School of Management, Northwestern University, USA* 

Vincent Nijs, Rady School of Management, USA 

Eva Walther, University of Trier, USA 

Jana Moeller, Free University of Berlin, Germany 

How can you improve brand attitudes that have been tainted by negative emotional associations We show that conditioning with 

oppositely valenced emotions can be effective, but that that the level of effectiveness depends on which emotion is chosen as “antidote.” 

We introduce theory about which emotions are most effective anti-dotes. 

7.4 How to Enhance Value & Motivate Action: New (Counterintuitive) Perspectives 

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Co-chairs: Heather Barry Kappes, London School of Economics and Political Science, UK 

Sam Maglio, University of Toronto, Canada 

1. Implementing Intuitive Decisions 

Sam Maglio, University of Toronto, Canada* 

Intuition has been shown to improve accuracy in decision making, but would people actively commit to feeling-based choices with 

real-world relevance In three studies, participants relied upon either intuition or deliberation to make choices that required 

subsequent, effortful action. Consistently, people worked harder toward implementing their intuitive choices. 

2. Weak > Strong: The Ironic Effect of Argument Strength on Supportive Advocacy 

Omair Akhtar, Stanford University, USA* 

David Paunesku, Stanford University, USA 


When people seek support for a cause, they typically present the strongest arguments possible. The current research departs, however, 

in identifying the conditions under which (and processes through which) presenting weak arguments can motivate greater advocacy 

and action. Three experiments explore this effect and its parameters. 

3. Feeling Entitled Because of Who You Are 

Heather Barry Kappes, London School of Economics and Political Science, UK* 

Emily Balcetis, New York University, USA 

People generally believe that others are deserving of desirable outcomes to the extent that they have performed relevant actions. Four 

experiments show, however, that people feel more entitled to desirable outcomes when they focus on their own attributes (“who you 

are”) rather than actions (“what you did”). 

4. Wanting What Almost Wasn’t: Counterfactual Reflection Heightens Valuation of Branded Products 

Hal E. Hershfield, New York University, USA* 

Adam D. Galinsky, Columbia Business School, USA 

Neal J. Roese, Northwestern University, USA 

Four studies investigated the relationship between counterfactual reflection – thoughts about how the origins of brands might have 

turned out differently – and valuation of branded products. Across studies, thinking about how a brand might not have come into being 

lures consumers to clamor for its products. 

7.5 Doing Good Research: Methodological Issues 


Chair: Ulf Bockenholt, Northwestern University, USA 

1. Using Bibliometrics to Evaluate the Journal of Consumer Research: Possible Future Consumer Research Directions 

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Brian Chabowski, University of Tulsa, USA* 

Charles Wood, University of Tulsa, USA 

Tomas Hult, Michigan State University, USA 

This study takes the perspective of paradigm development and reviews all of the articles published in the Journal of Consumer 

Research (JCR) since 1998 through 2011. Based on 27,510 citations from 651 JCR articles during the 1998–2009 time period, we 

evaluate recent developments during 2010-2011, as well. 

2. Life After P-Hacking 

Joseph Simmons, University of Pennsylvania, USA* 


Uri Simonsohn, University of Pennsylvania USA 

We discuss how our commitment to publish replicable results will affect our research lives. We must (1) dramatically increase our 

sample sizes, (2) follow-up exploratory analyses with confirmatory replications, and, because making replicable discoveries requires 

significant resources, (3) judge researchers by their best publications rather than by their publication quantity. 

3. The Power of Weak Studies: Why the Synthesis of a Research Paper Matters 

Blake McShane, Northwestern University, USA* 

Ulf Bockenholt, Northwestern University, USA 

We introduce a meta-analysis ANOVA model to pool information across factorial studies with main and interaction effects. Our 

model yields summary estimates as well as measures of uncertainty. We illustrate how this approach is implemented and its benefits 

by re-analyzing three recently published papers in consumer psychology. 

4. Using Multiple (Imperfect) Methods to Test an Idea: A Different Kind of Meta-Analysis 

Itamar Simonson, Stanford University, USA* 

New concepts that go against conventional assumptions are typically hard to “prove” using a single method. In such cases, it is more 

effective to rely on evidence that employs sufficiently different methods/data. This approach will be illustrated in the context of a 

basic assumption underlying consumer decision making whereby attribute values are the carriers of utility whereas relative option 

positions in any given set are irrelevant. An alternative view being proposed is that consumers have a stable tendency to prefer 

options in certain relative positions. In support of this view, I will present evidence from (a) twins data, (b) choice problems 

embedded in a videogame, and (c) individual difference measures. 

7.6 Expanding the Theoretical Boundaries of Consumer Acculturation: Investigating the 

Role of Institutional Forces & Nostalgic Consumption 

Room: Salon 6 

Co-chairs: Katja H. Brunk, ESMT European School of Managment and Technology, Germany 

Luca M. Visconti, ESCP Europe France 

Ela Veresiu, Witten Herdecke University, Germany 

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1. Fiddler on the Street: How Roma Refugees Enact Host Cultural Images of Nostalgic Otherness 

Ela Veresiu, Witten/Herdecke University, Germany* 

Markus Giesler, York University, Canada 

Building on the idea that race is a type of performance, and an in-depth ethnography of Roma refugees, we develop the construct of 

ethnic entrepreneurship as the strategic actions of migrant consumers to enact and embody the host culture’s positive institutional 

images of nostalgic otherness to ensure smoother acculturation. 

2. Generations at the Mirror: First and Second Generation of Turkish Consumers’ Home Country Nostalgia 

Luca M. Visconti, ESCP Europe, France* 

Celina Stamboli-Rodriguez, Iseg Marketing and Communication School, France 

This ethnography investigates how home country nostalgia differs in response to institutional variables of first and second Turkish 

generations in France. First generations experience a broader spectrum of nostalgic feelings when consuming; also, first generations 

socialize nostalgia within the ethnic community, whereas second generations within the parental family. 

3. Locals as Immigrants in German Unification and Acculturation: How Nostalgia Enchants the Former East 

Katja H. Brunk, ESMT European School of Management and Technology, Germany* 

Benjamin J. Hartmann, Jönköping University, Sweden* 

This project explores the case of acculturation without migration following Germany’s political unification in 1989. We find that 

enchanting nostalgia can be based on ideological, re-enacted, or re-appropriated meanings of the former GDR’s socialist consumer 

culture which in turn can facilitate, inhibit or reverse cultural adaptation and subsequently acculturation processes. 

4. Asserting Integration through Nostalgic Discourses: Acculturation to an International Community 

Julie Emontspool, University of Southern Denmark, Denmark* 

Dannie Kjeldgaard, University of Southern Denmark, Denmark 

This paper proposes an exploration of nostalgic acculturation discourses in multicultural settings, asking how consumers integrate 

institutional expectations in those discourses. We show that instead of exclusively promoting cosmopolitan detachment from home 

culture, multicultural environments can encourage display of national belonging, expressed in nostalgic discourses about mundane and 

global products. 

7.7 The Psychology of Being Untrue: The Processes & Consequences of Consumer 

Dishonesty 

Room: Salon 7 

Co-chairs: Yajin Wang, University of Minnesota, USA 


1. What Hiding Reveals: Ironic Effects of Withholding Information 

Leslie John, Harvard Business School, USA* 


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Imagine being asked about your recreational drug habits by your employer, and that you’ve occasionally indulged. We show that 

people believe that the best way to deal with such situations is to opt out of answering at all – but that this strategy is costly, because 

observers infer the very worst. 

2. Faking It with Luxury Counterfeit Products: How Social Feedback Can Make Us More or Less Dishonest 

Yajin Wang, University of Minnesota, USA* 


We examine how social context affects consumers who wear luxury counterfeit goods. We find that social feedback while wearing 

counterfeits can encourage more dishonest behavior (if others compliment our counterfeit) or discourage dishonest behavior (if others 

question whether our counterfeit is fake). 

3. The Effect of Construal Level on Consumers’ Anticipations Involving Ethical Behavior 

Nelson Amaral, University of Minnesota, USA* 

Joan Meyers-Levy, University of Minnesota, USA 

This research explores how variations in consumers’ construal level influence unethical behavior. Tests of mediation indicate that by 

changing the relative priority placed on the desirability of end-state goals or the feasibility of accomplishing those goals, changes in 

construal level have predictable effects on both actual and expected unethical behavior. 

4. Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships 

Irene Consiglio, Erasmus University Rotterdam, The Netherlands* 

Daniella Kupor, Stanford University, USA 



Although infidelity harms romantic relationships, we propose that unfaithfulness to one's favorite brand can positively impact one’s 

relationship with a favorite brand. Compared to faithful consumers, consumers who flirt with a competing brand misattribute the 

resulting flirting-induced arousal to their favorite brand, and feel even greater desire for it. 

7.8 Hedonic Dynamics 


Co-chairs: Mario Pandelaere, Ghent University, Belgium 


1. How Incidental Affect Alters Subsequent Judgments: Insights From Behavioral, fMRI, and Psychophysiology Studies 

Hilke Plassmann, INSEAD, France* 

Beth M. Pavlicek, Ecole Normale Superieure & INSEAD, France 

Baba Shiv, Stanford University, USA 

Incidental affect prior to the consumption influences the evaluation of the consumed good, but the processes sub-serving this 

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incidental reward effect is not well understood. We find that behavioral responses support “affect-as-information” theories, but the 

neural data find evidence for an “affect regulation” hypothesis. 

2. Pleasure for a Moment, Functionality for a Lifetime 

Christophe Labyt, Ghent University, Belgium* 


Our results show that consumers buy hedonic products for immediate gratification, not to enhance well-being in the long run. 

Furthermore, we show that period of ownership can be explained by the evaporation of perceived benefits. Paradoxically, service 

contracts that extend a products’ life are more frequently bought for hedonic products. 

3. When More Than One Negative Emotion is Elicited: How Suppressing or Expressing One Allows the Other to Raise its Ugly 

Head 


Maria Galli, UPF, Spain* 

Suresh Ramanathan, Texas A&M University, USA 

When advertising elicits more than one negative emotion, suppression of the more dominant one leads to its rebound thereby 

dampening the effect of the less-dominant emotion. However, the expression of this dominant emotion allows the less dominant one to 

raise its ugly head impacting judgments of unrelated targets later on. 

4. Anticipating Variety Reduces Satiation from a Current Experience 

Julio Sevilla, University of Georgia, USA* 

Jiao Zhang, University of Miami, USA 

Barbara E. Kahn, University of Pennsylvania, USA 

This paper demonstrates that anticipating having a varied consumption experience in a given domain reduces satiation from a current 

related episode. We show that this effect is driven by the degree to which consumers savor the current experience and the amount of 

thoughts associated to the upcoming consumption episode. 

7.9 Let's Talk About It: Factors Influencing Word-of-Mouth Content 

Room: Wilson 

Co-chairs: Yu-Jen Chen, Lingnan University, Hong Kong, China 

Rebecca Hamilton, University of Maryland, USA 

1. The Content and Impact of Mobile vs. Desktop Reviews 

Nicholas Lurie, University of Connecticut, USA* 

Sam Ransbotham, Boston College, USA 

Hongju Liu, University of Connecticut, USA 

An analysis of almost 50,000 online restaurant reviews shows that mobile reviews are more affective, less cognitive, and more 

negative than desktop reviews written by the same reviewer. Mobile reviews are perceived as less helpful to readers even after 

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controlling for these differences in review content. 

2. Naive or Savvy: How Credible Are Online Reviews for Credence Services 

Shannon Lantzy, University of Maryland, USA* 

Katherine Stewart, University of Maryland, USA 


Because consumers cannot assess the quality of credence attributes (e.g., a doctor’s skill in diagnosis), reviews of these attributes 

should be discounted by other consumers. We examine the claims made in reviews of credence vs. experience services (e.g., doctors 

vs. hair stylists) and how consumers interpret these claims. 

3. Who’s Driving This Conversation Systematic Biases in the Content of Online Consumer Discussions 

Rebecca Hamilton, University of Maryland, USA* 


Yu-Jen Chen, Lingnan University, Hong Kong, China 

When consumers post questions online, who influences the content of the discussion: the consumer posting the question or those 

responding Using secondary data analysis and lab studies, we show that even when the poster expresses explicit decision criteria, the 

first person to respond often drives the content of discussion. 

4. When Do People Talk About and Why 

Evan Weingarten, University of Pennsylvania, USA* 


People talk about the past, present, and future. When across these ranges do people talk about more and why Examining over 5,000 

social media posts as well as a corpus of offline conversations provides insight into this question and the drivers of interpersonal 

communication more broadly. 

7.10 The Age of Consumers 


Chair: Alessandro Biraglia, University of Leeds, UK 

1. Childhood Obesity: Is Advertising the Culprit 

Stephan Dahl, University of Hull, UK 

Debra Desrochers, Westminster University, UK* 

We present a meta-analysis of recent studies into the size of the effect of advertising on children. We find that only experimental 

studies have a small effect, while observational studies show no long-term effect. Discussions of implications for regulation and 

further research follow. 

2. "Wait... Was I Supposed to Grow Up" Consumers' Adventures in Wonderland 

Mathieu O. Alemany, CERGAM, Aix Marseille University, France* 

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“Consumers’ adventures in Wonderland” reveals the influence of the inner child on behavior. By using a hermeneutic approach, I 

highlight an aspect of postmodern consumer that has never been studied in consumer research yet and puts forward what we can call 

“the reign of Homo puer” in consumer society. 

3. Consumer Generativity Can Make a Difference 

Caroline Lacroix, University of Quebec in Montreal, Canada* 

Adults’ preoccupation for the well-being of future generations, a concern known as generativity in social psychology, is an 

increasingly important topic in business, marketing, and in society. In an effort to better understand its effects on consumer behaviors, 

we develop and test a dedicated measurement scale for consumer generativity. 

4. Aging Well Differently: Desired Aging Well and Its Influence on the Consumption of People Aged from 50 to 65 

Eloise Senges, Université Paris-Dauphine, Centre de recherche DRM-UMR-CNRS 7088, France* 

Denis Guiot, Université Paris Dauphine, Centre de recherche DRM-UMR-CNRS 7088, France* 

Ziad Malas, Université Toulouse III Paul Sabatier, LGCO, France 

Aging well is now a key issue for senior marketing, yet this concept remains little investigated by consumer research. This study 

provides a reliable and valid measurement instrument for Desired Aging Well in three dimensions (physical, psychological and 

social). Its influence on consumer behavior is tested on French senior population. 

7.11 With Empty Belly & Empty Pockets: Resource Scarcity Effects on Judgment & 

Behavior 

Room: Salon 1 

Co-chairs: Chiraag Mittal, University of Minnesota, USA 

Aner Tal, Cornell University, USA 

1. When Hungry People See Leaner Meals: Hunger Reduces Calorie Evaluations 



Across three studies, with both measured and manipulated hunger, we show that hungry consumers estimate food as less caloric than 

do sated consumers. These findings contrast with findings concerning motivated perception, and may attest to processes of functional 

judgment. Such distortion of calorie estimates has important implications for consumer health. 

2. The Bottom Dollar Effect: How Resource Scarcity Influences Perceived Value and Satisfaction 

Robin L. Soster, University of Arkansas, USA* 

Andrew D. Gershoff, University of Texas at Austin, USA 

William O. Bearden, University of South Carolina, USA 

Mental accounting research suggests that pain of payment attenuates the pleasure of consumption and that consumers with depleted 

resources think about costs differently. The present research finds that, when consumers spend their last available resources (e.g., 

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spend to zero), the perceived value of purchases decreases and satisfaction is attenuated. 

3. Effects of Resource Scarcity on Perceptions of Control 

Chiraag Mittal, University of Minnesota, USA* 


Can cues of resource scarcity influence people’s perceptions of control Three experiments suggest that the answer depends on 

people’s childhood environments. Whereas scarcity cues led individuals from wealthier backgrounds to feel more control, those from 

poorer backgrounds responded by feeling less control. 

4. Natural Scarcity: What Makes a Product a Suitable Means for Status Signalling 

Robert Kreuzbauer, Nanyang Technological University, Singapore* 

Dan King, National University of Singapore, Singapore 

Shankha Basu, Nanyang Technological University, Singapore 

Three studies examine the underlying factors that make a product most suitable for status signaling. We propose a construct that we 

call natural scarcity, which occurs when a product of excellence is produced by naturally constrained resources (e.g. skills or material) 

and which functions as an inimitable status signal. 

7.12 Beliefs & Inferences in Consumer Judgment 

Room: Madison 

Chair: William Hedgcock, University of Iowa, USA 

1. Strong Attitudes Without Elaboration: The Threshold Difference Effect 

JaeHwan Kwon, University of Iowa, USA* 

Dhananjay Nayakankuppam, University of Iowa, USA 


We find the underlying mechanism of the quick-but-strong attitude formation process. Specifically, compared to individuals who 

believe their personal traits are malleable (incremental theorists), individuals who believe their personal traits are fixed (entity 

theorists) need smaller amount of information about the target objects when forming strong attitudes. 

2. Beauty in a Bottle: Product Aesthetics Cues Efficacy Beliefs of Product Performance 

Aparna Sundar, University of Cincinnati, USA* 

Theodore Noseworthy, University of Guelph, Canada 

Karen Machleit, University of Cincinnati, USA 

Beauty-in-a-bottle is a visual metaphor for an unspoken promise when objective evaluation is difficult. Three experiments and a field 

study demonstrate that packaging aesthetics serves to inform purchase intent of consumers at the point of decision. Efficacy beliefs 

inform purchase intent but this happens only in the beauty category. 

3. The Advertising of Experiences: Narrative Processing and the Importance of Consistency 

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Iñigo Gallo, IESE Business School, Spain* 

Sanjay Sood, University of California Los Angeles, USA 

Kathryn Mercurio, University of Oregon, USA 

Do consumers process experiential purchases differently from material purchases prior to consumption We propose that experiences 

such as movies or restaurants are naturally processed in a narrative fashion, while products such as shoes or shampoo are not. 

Consequently, the advertising of experiences has to be narratively consistent to be persuasive. 

4. When are There Too Many Women Consumers' Judgments of Gender in Service Groups 

Valerie Folkes, University of Southern California, USA* 

Shashi Matta, Ohio State University, USA 

Two experiments examined consumers’ perceptions of service from a small workgroup by varying the group’s gender composition. 

Groups were judged as inferior when they comprised all women, included a solo man, and when women occupied all the higher status 

positions. Boundary conditions and moderators of the effect are presented. 

7.13 ACR 2014 Planning Meeting (By Invitation Only) 

Room: Indiana 

Co-Chairs: June Cotte, Ivey Business School, Western University, Canada 

Stacy Woods, North Carolina State University, USA 

COFFEE BREAK 

10:45am - 11:00am 

SESSION 8 

11:00am - 12:15pm 

8.1 Perspectives: Feelings (Sponsored by Journal of Consumer Psychology) 

Room: Crystal 

Co-chairs: Angela Lee, Northwestern University, USA 

Michel Pham, Columbia University, USA 


This session brings together three leading scholars who have contributed greatly to consumer research on "Feelings." In alphabetical 

order, first, Angela Lee will present an overview of her research on subjective (task-evoked) feelings, including fluency and feelings 

of fit, and their impact on judgment, choice, and motivation. Next, Michel Pham will present an overview of his research on the 

determinants of reliance on feelings in judgments and decisions. Patti Williams will then discuss her research on discrete emotions and 

processes of emotion regulation to enact and maintain specific social identities. 

8.2 Unleashed Restraint: Feeding the Psychological Needs of Restrained Eaters 

Room: Salon 2 

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Chair: Katherine Loveland, HEC Montreal, Canada 

1. Do Restrained Eaters Identify as Dieters Exploring the Role of Self-Concept in the Consumption of Restrained Eaters 

Keri Kettle, University of Miami, USA 

Katherine Loveland, HEC Montreal, Canada* 


This paper examines the effect of a general self-concept prime (signing one’s name) on the self-regulatory efforts of restrained and 

non-restrained eaters. We demonstrate that activating the self-concept induces restrained eaters to consume more food by inhibiting 

their chronic tendency to think about dieting and weight-control. 

2. Do Weight Watchers Want More Options How Activating Self-Regulatory Concerns Triggers the Need for Variety 

Anne Klesse, Tilburg University, The Netherlands* 

Caroline Goukens, Maastricht University, The Netherlands 

Kelly Geyskens, Maastricht University, The Netherlands 

Ko de Ruyter, Maastricht University, The Netherlands 

We establish a relationship between self-regulatory concerns and variety seeking. First, we highlight that dieters seek more variety 

than non-dieters. Second, we demonstrate that activating self-regulatory concerns fosters this increased need for variety. 

3. The Role of Reactance in Responses to One-Sided Advertisements: How Health-Related Appeals Backfire among Restrained 

Eaters 

Nguyen Pham, Arizona State University, USA* 


Andrea Morales, Arizona State University, USA 

This research investigates the influence of one-sided advertising appeals on consumers’ food choices. We demonstrate that a one-sided 

appeal (presenting the negative aspects of indulgent consumption) creates reactance among restrained eaters, leading them to engage 

in behavior opposite to that intended by the appeal and choose more indulgent food options. 

4. The Acuity of Vice: Goal Conflict Improves Visual Sensitivity to Portion Size Changes 

Yann Cornil, INSEAD, France 

Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands* 


We propose that ambivalent attitudes toward food (both desiring it and perceiving it as harmful) enhance visual sensitivity to changes 

in food portions. As a result, children and adults who feel ambivalence toward hedonic foods (e.g. restrained eaters) estimate 

increasing food portions more accurately. 

8.3 Understanding Intertemporal Preferences to Foster Consumer Well-Being: Increasing 

Patience & Goal Pursuit 

Room: Salon 3 

154

Chair: Selin A. Malkoc, Washington University in St Louis, USA 

1. To Know and To Care: How Awareness and Valuation of the Future Jointly Shape Consumer Savings and Spending 

Daniel Bartels, Columbia University, USA* 


Shane Frederick, Yale University, USA 

Financial decision-making is jointly affected by the motivation to provide for one’s future self and awareness of long-term 

implications of one’s choices. Feeling more connected to the future self decreases the discounting of delayed rewards. 

2. Making Decisions For the Future: Value of Delayed Durables and Shrinkage in Usage Duration 

Kyu B. Kim, University of Southern California, USA* 

Raghuram Iyengar, University of Pennsylvania, USA 

Durables provide a stream of benefits over their usage duration. We demonstrate that perceived usage duration is an important 

determinant of intertemporal preference for durables. Specifically, we show that usage duration for a durable subjectively shrinks 

when planned to be purchased in the future, which results in impatience for durables. 

3. Loosing vs. Gaining Control: Enhancing Feelings of Control Reduces Present Bias 

Kelly (Kiyeon) Lee, Washington University in St. Louis, USA 

Selin A. Malkoc, Washington University in St. Louis, USA* 


Consumers often make decisions about the timing of their consumption with a consistent bias for the present. We propose that presentbiased 

preferences can be partially attributed to a lack of control over consumption decisions. We demonstrate that increasing 

(decreasing) control participants feel over their consumption can decrease (increase) present bias. 

4. The Influence of Time-Interval Descriptions on Goal-Pursuit Decisions 

Nira Munichor, Hebrew University of Jerusalem, Israel* 

Robyn A. LeBoeuf, University of Florida, USA 

We find that people are more likely to pursue goals when the time allotted to goal pursuit is described by extents ("in 2 months") 

rather than dates ("by June 23"). This may happen because extents prompt a greater focus on the distant future and on long-term 

consequences of goal completion. 

8.4 Consumer Behavior under Severe Restriction: A Look at Differences between Affluent 

& Impoverished People 


Chair: Ron Hill, Villanova University, USA 

1. Poverty and Materialism: Are Impoverished Children More Materialistic Than Affluent Children 

Lan Chaplin, University of Illinois at Chicago, USA* 

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This research examines consumer values of impoverished vs. affluent children, and reveals that younger children from impoverished 

families exhibit similar levels of materialism as more affluent peers, but once they reach adolescence and beyond, impoverished 

youngsters are more materialistic than their affluent counterparts. This difference is associated with self-esteem. 

2. Profiles of Consumer Saving: Societal Conditions and Individual Aspirations 

Ron Hill, Villanova University, USA* 

Kelly Martin, Colorado State University, USA 

We draw from goal contents theory to probe aspirations on saving. Findings show saving profiles are shaped by intrinsic or extrinsic 

aspirations in the high poverty sample. In the low poverty sample, aspirations are significant for fewer consumers and for consumers 

influenced, aspirations promoted spending not saving behaviors. 

3. Consumer Negotiation and Acquisition at the Bottom-of-the-Pyramid: The Case of Women Market Traders 

Jose Rosa, University of Wyoming, USA* 

Madhu Viswanathan, University of Illinois at Urbana-Champaign, USA* 

Shikha Upadhyaya, University of Wyoming, USA 

Susan Dewey, University of Wyoming, USA 

Srinivas Venugopal, University of Illinois at Urbana-Champaign, USA 

Research explores how women traders manage social distribution networks and contribute to market systems that bring together 

agricultural and commercial interests in developing countries. A multi-method approach is used to understand networks and market 

activities threatened by climate change, economic and political upheaval, and gender-induced threats and constraints. 

4. Moral Identity and Competition in a Working Class Neighborhood 

Julie L. Ozanne, Virginia Tech, USA* 

Bige Saatcioglu, Ozyegin University, Turkey 

The home consumption practices of working class consumers are examined based on ethnographic study in a mobile home park. 

Within this resource constrained environment, different moral identities and habituses shape the community members’ evaluations of 

themselves and their neighbors, as well as their consumption, preferences, perceived capacities, goals, and dreams. 

8.5 It’s Not Just About You: Social Influences on Creative Outcomes 


Co-chairs: Kelly B. Herd, Indiana University, USA 

Ravi Mehta, University of Illinois at Urbana-Champaign, USA 

1. Heart vs. Head: Examining Differential Effects of Empathy vs. Perspective Taking on Creative Product Design 

Kelly B. Herd, Indiana University, USA* 


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Across several studies involving real design tasks, we find empathy (vs. perspective taking) encourages higher levels of shared 

identity, driving designers to identify more readily with a target consumer. This adaptation process leads to more objectively creative 

outcomes in a product design context. 

2. The Light Side of Creativity: An Ethical Mindset Boosts Individual Creativity, A Moral Mindset Fosters Group Creativity 

Anne-Laure Sellier, HEC Paris, France* 


Recent research revealed a dark side of creativity (e.g., Gino & Ariely, 2011), establishing that creativity can compromise ethical 

behavior. In two studies, we flip this perspective to show that creators with an ethical or a moral mindset enjoy a creative advantage. 

“Good”, then, can also boost creativity. 

3. Towards Understanding Creative Ingenuity in Dire Situations 

Haiyang Yang, Johns Hopkins University, USA* 


We examine how dire situations that make death salient, impact creative ingenuity. We show in the field and the lab that mortality 

salience hampers divergent thinking and dampens the quality of ideas generated. In addition, contrary to common beliefs, individuals 

with high (moderate) internal locus-of-control are more (less) negatively affected. 

4. The Impact Of Comparisons With Others On Creativity Outcomes 

Ke (Christy) Tu, University of Alberta, Canada* 


Using social comparison theory as a theoretical framework, we investigate the effects of social comparisons and evaluation 

expectation on creativity outcomes when people compare with similar others who are involved in the same (vs. different) creativity 

task and/or evaluation is expected from them. 

8.6 Irrational Biases 

Room: Salon 6 

Chair: Leilei Gao, Chinese University of Hong Kong, Hong Kong, China 

1. The Freedom Bias: Empirical Evidence for a Neglected Tariff-Choice Anomaly 

Sören Köcher, TU Dortmund University, Germany* 

Till Dannewald, University of Goettingen, Germany 

This research introduces a previously disregarded tariff-choice anomaly, namely the freedom bias. This bias refers to the decision 

makers’ preference for short-term tariffs although a long-term tariff would minimize total costs over time. Results of two studies 

systematically evidence this biased tariff choice in favor of contracts with short durations. 

2. Usage Frequency Neglect 

Mauricio Mittelman, UTDT, Argentina 

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Dilney Goncalves, IE Business School - IE University, Spain* 

Common sense and economic models assume that people should consider how often they expect to use a product before making a 

purchase. In three studies, we show that people often neglect usage frequency in their decisions and interventions that make this 

dimension accessible are able to shift preferences. 

3. Tipping Points in Consumer Choice: The Case of Collections 

Leilei Gao, Chinese University of Hong Kong, Hong Kong, China* 

Yanliu Huang, Drexel University, USA* 


We propose that making a decision to collect (e.g. antiques, books) often originates from consumers escalating their commitment to 

something they have already had but were not initially intended to collect. We show that small differences in consumers’ initial 

possession level significantly affect their likelihood to start a collection. 

8.7 Valuations of Prospects & Risk 

Room: Salon 7 

Co-chairs: Eugene Chan, University of Toronto, Canada 


1. Choice Utility 

Ioannis Evangelidis, Rotterdam School of Management, Erasmus University, The Netherlands* 


We introduce the concept of choice utility, which describes the utility obtained by how people attain an outcome independent of what 

the actual outcome is. Our data document preference reversals in classic decision problems when we manipulate the degree of choice 

utility. 

2. Magnitude Representations Underlie Valuations of Prospects 


Ellen Peters, Ohio State University, USA 

Research has demonstrated that individuals exhibit curvilinear relations between objective numbers and subjective number 

representations. In the current article we demonstrate that an individual’s ability to “value” money, goods, and services depends 

critically upon their ability to perceive differences in the numeric magnitudes of the money, goods, and services. 

3. Loss Aversion Attenuates under Time Pressure 

Eugene Chan, University of Toronto, Canada* 

Najam U. Saqib, Qatar University, Qatar 

Four experiments demonstrate that loss aversion attenuates under time pressure. We posit a value function-based explanation: the loss 

of time under time pressure places people on the locally-convex portion of the value function, from which they consider the hedonic 

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impact of losses to be similar to that of gains. 

4. The Diversification Paradox: How Lay Investors Perceive Risk and Covariance Information 

Yann Cornil, INSEAD, France* 

Yakov Bart, INSEAD, Singapore 

Lay investors erroneously believe that investing in negatively correlated assets increases portfolio risk. They paradoxically diversify 

risk better when encouraged to take risks, than when trying to minimize risk. The design of financial menus and flawed financial 

knowledge explain this paradox. We experiment diverse solutions to improve diversification. 

8.8 Transformative Consumer Neuroscience 


Chair: Martin Reimann, University of Arizona, USA 

1. Scamming Depression Era Elders: Neuroanatomical Basis for Poor Decision Making Among Older Adults 

Brian K. Koestner, University of Iowa, USA* 


Kameko Halfmann, University of Iowa, USA 

Natalie L. Denburg, University of Iowa, USA 

Elder fraud is a growing problem. To study the neurobiology behind consumer vulnerability, we examined brain activation patterns of 

32 healthy older adults viewing deceptive and non-deceptive advertisements. Results indicated that decreased activation in a region of 

the prefrontal cortex critical for complex decision making was associated with greater vulnerability. 

2. Linking Individual Differences in Motivational and Executive Control Neurocognition to Real World Craving and Snacking 

Behavior: The Case of Restrained and Unrestrained Eaters 

Ji Lu, Dalhousie University, Canada* 

Laurette Dube, McGill University, Canada* 

Built on neuropsychological models of motivated choice, this study linked a lab measurement of neurocognition components with 

field observations of eating behavior. Results revealed that snacking and the predictive power of craving on snacking vary between 

restrained and unrestrained eaters under the operation of different motivational and executive control processes. 

3. Identifying Symbols of the Consumer Marketplace from Human Brain Activity 

Yu-Ping Chen, University of California Berkeley, USA 

Ming Hsu, University of California Berkeley, USA* 


Rapid advances have been made in our understanding of the neural basis of value representation, but we still have great difficulty in 

accounting for the myriad of influence from subtle signals like brands. Here, we used functional neuroimaging to study how these 

intangible characteristics are represented in the brain. 

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4. Reward Substitution: Incentivizing Consumers to Choose Smaller Portion Sizes 

Martin Reimann, University of Arizona, USA* 

Deborah MacInnis, University of Southern California, USA 

Antoine Bechara, University of Southern California, USA 

Through several experiments, this research establishes that offering non-food rewards (lottery tickets, toys) bundled with smaller food 

portions as an alternative to full-portion meals can substantially decrease chosen portion sizes. A neuroimaging study finds that this 

effect can be explained by a “common reward currency” at the brain level. 

8.9 The Emotional Side of Identity Tensions 

Room: Wilson 

Co-chairs: Andrea Prothero, UCD, Ireland 

Geraldo Matos, University of Rhode Island, USA 

1. Consumption and the Irish Recession: Tiger Tales of Consumer Abundance and Recession 

Andrew Keating, UCD, Ireland* 

Andrea Prothero, UCD, Ireland* 

Marius Claudy, UCD, Ireland 

This paper explores the coping strategies used by Irish consumers in moving from a time of abundance to an era of austerity. Utilizing 

an interpretive method we explore the emotional and behavioral coping strategies adopted by our participants, and the individual and 

macro forces which impact these strategies. 

2. Lifestyle Brands: The Elephant in the Room 


Geraldo Matos, University of Rhode Island, USA* 

Lifestyle branding is very popular with CMOs and has been widely covered in the business/popular press, yet the most highly 

respected academic marketing journals have ignored this brand typology. Using extant academic research, we devise a theory-in-use to 

define and support the essential attributes of lifestyle brands. 

3. We Are Not All the Same: A Typology of Donor Identities 

Jing Lei, The University of Melbourne, Australia* 

Liliana Bove, The University of Melbourne, Australia 

Anish Nagpal, The University of Melbourne, Australia 

Ben Neville, The University of Melbourne, Australia 

Danielle Chmielewski-Raimondo, The University of Melbourne, Australia 

Previous research has examined a generic donor/moral identity. Through interviews with blood donors and non-donors, we uncover 

four distinct donor identities (Life Saver, Community Carer, Practical Helper and Extraordinaire) and one perceived identity 

(Sacrificer) by non-donors. This typology captures the multidimensionality of donor identities and has implications for donor 

recruitment/retention. 

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4. Impacts of the Motivations and Antecedents of Legacy Writing on the Consumption of Biographic Services by the Elderly 

Samuel Guillemot, Université de Bretagne Occidentale, France* 

Bertrand Urien, Université de Bretagne Occidentale, France* 

This article highlights an emerging market – the life history business – which enables people to preserve individual and family 

memory. A quantitative study indicate that although there are several motivations behind writing a biography, only some of them 

(sharing and transmitting) influence the intent to consume services (i.e. the ghost writing). 

8.10 Point-of-Sale Decision Making, Service Failures, & Service Recovery 


Chair: Massimiliano Ostinelli, University of Wisconsin - Milwaukee, USA 

1. The Role of Visual Attention in Decision-Making: An Eye-Tracking Experiment 

Milica Mormann, University of Miami, USA* 

R. Blythe Towal, California Institute of Technology, USA 

Christof Koch, California Institute of Technology, USA 

We use eye-tracking to examine the factors that drive consumer attention and choice at the point-of-purchase. Consumers are biased 

towards choosing alternatives that are visually salient because they look earlier, more often, and longer at these items than at equally, 

or more, liked but less salient alternatives. 

2. Retail Shopper Confusion: An Explanation of Avoidance Behavior at the Point-of-Sale 

Marion Garaus, University of Vienna, Austria* 

Udo Wagner, University of Vienna, Austria 

To introduce the new construct of retail shopper confusion (RSC), the authors demonstrate, in three studies, that: (1) properties of the 

environment, including variety, novelty, complexity, and conflict between ambient and design factors, cause RSC; (2) RSC can be 

measured by accompanying feelings; and (3) RSC leads to avoidance behavior. 

3. First Come, Last Serve: How does Power Distance Influence Non-Loyalty Status Customers’ Satisfaction with Businesses 

Jessie J. Wang, Indiana University, USA* 

Ashok K. Lalwani, Indiana University, USA 

We examine how power distance belief (PDB) – the prevalence of inequality in society – affects consumers’ satisfaction with loyalty 

programs. Five studies support the counterintuitive hypothesis that high (vs. low) PDB contexts decrease, rather than increase, nonloyalty-status 

consumers’ satisfaction with such businesses, and illuminate the underlying mechanisms. 

4. Service Recovery: A Status Perspective 

Zhi Lu, The Pennsylvania State University, USA* 

Anna Mattila, The Pennsylvania State University, USA 


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Status differences are pervasive in social systems and in customer loyalty programs. We investigate how consumers with varying 

levels of status respond to individualized and standardized recovery following a service failure. The findings reveal the moderating 

role of status in firm-customer relationships and provide guidance for firms’ service recovery practices. 

8.11 Of Schemas, Scripts, & Construals: Processing Style Effects on Evaluation 

Room: Salon 1 

Chair: Sharon Ng Sok Ling, Nanyang Technological University, Singapore 

1. The Role of Arousal in Schema Based Evaluations 

Theodore Noseworthy, University of Guelph, Canada* 

Frabrizio Di Muro, University of Winnipeg, Canada 

Kyle B. Murray, University of Alberta, Canada 

This research tests the link between a person’s state of arousal and the schema congruity effect. The results show consumers prefer 

moderately incongruent products more when experiencing high arousal. However, consistent with the belief that extreme incongruity 

results in arousal overload, consumers prefer extremely incongruent products more under low arousal. 

2. The Impact of Sequence Disruptions on Order Effects in Choice: A Script Theoretical Perspective 


Antonia Mantonakis, Brock University, Canada 

Reid Hastie, University of Chicago, USA 

Order effects in choice (i.e., primacy/recency effects) are examined using a script theoretical perspective. Results of two studies show 

that order effects are found when consumers follow their consumer script because they are less attentive. However, these effects 

dissipate when this script is disrupted because consumers become more attentive. 

3. Effects of Construal Level on Omission Detection and Multiattribute Evaluation 

Helene Deval, Dalhousie University, Canada* 

Bruce E. Pfeiffer, University of New Hampshire, USA 


Douglas R. Ewing, Bowling Green State University, USA 

Xiaoqi Han, University of Alaska Fairbanks, USA 

Maria L Cronley, Miami University, USA 

People often rely on limited readily available information, neglecting missing information. Insensitivity to missing information results 

in inappropriately extreme judgments. This research investigates the effects of psychological distance on omission detection, 

providing a critical test of differing predictions derived from construal level theory and omission neglect theory. 

4. Can’t See the Forest for the Trees: Increased Local Processing in Mass Customization Systems 

Emanuel de Bellis, University of St. Gallen, Switzerland* 

Jill Griffin, University of Evansville, USA 

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Christian Hildebrand, University of St. Gallen, Switzerland 

Reto Hofstetter, University of Lugano, Switzerland 


Although generally assumed to benefit consumers, mass customization can have unintended consequences. Two studies demonstrate 

that customizing by-attribute (vs. choosing from pre-specified configurations) increases local processing and decreases mental 

simulation, leading to lower satisfaction, pride, and purchase intentions. The findings offer novel insight regarding configuration 

systems in mass customization. 

8.12 Roundtable: Consumption Addiction: A Research Agenda of the Progression from 

Adaptive to Maladaptive Categories of Consumption Behaviors 

Room: Indiana 

Co-chairs: Dante M. Pirouz, Ivey Business School, Western University, Canada 

Ingrid M. Martin, California State University, Long Beach, USA 


Hieu Nguyen, California State University Long Beach, USA 

Participants: 

Wendy Attaya Boland, American University, USA 




Samantha Cross, Iowa State University, USA 

Stephanie Feiereisen, City University London, UK 

David Glen Mick, University of Virginia, USA 

Ann Mirabito, Baylor, USA 

Vanessa Perry, The George Washington University, USA 

Justine Rapp, University of San Diego, USA 


Maura Scott, Florida State University, USA 


Stacey Finkelstein, Baruch College, USA 

Our focus of this roundtable is to develop a research agenda that explicates the process of consumption addiction, including categories 

of consumption behaviors not usually associated with addiction. We will discuss a taxonomy of consumption addictions and the 

influence of marketing cues on this process. 

ACR AWARDS LUNCHEON & BUSINESS MEETING 

12:15pm - 1:45pm 


SESSION 9 

2:00pm - 3:15pm 

9.1 ACR Fellows Address 

Room: Crystal 

Co-chairs: Eric Johnson, Columbia University, USA 


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9.2 Indulgent or Industrious How Seemingly Separate Events Influence Our 

Consumption Choices 

Room: Salon 2 

Chair: Uma R. Karmarkar, Harvard Business School, USA 

1. BYOB: How Bringing Your Own Shopping Bags Leads to Indulging Yourself and the Environment 

Uma R. Karmarkar, Harvard Business School, USA* 

Bryan Bollinger, Stern School of Business, New York University, USA 

Bringing used, or reusable, bags to the grocery store could potentially prime a variety of shopping goals. Using experimental and 

empirical methods, we find that while this behavior encourages similarly “green” organic food purchases, it also paves the way for 

purchases of indulgent or unhealthy foods like chips and desserts. 

2. The Nearly Winning Effect 

Monica Wadhwa, INSEAD, Singapore* 

JeeHye Christine Kim, INSEAD, Singapore 

Nearly-winning vs. clearly-losing or winning in one task (e.g., a lottery) can activate a general motivational drive, subsequently 

leading to an enhanced desire for a broad array of unrelated rewards. Our findings show that the nearly-winning effect is attenuated 

when the activated motivational drive is dampened in an intervening task. 

3. From Fan to Fat Vicarious Losing Increases Unhealthy Eating, but Self-Affirmation Is an Effective Remedy 


Pierre Chandon, INSEAD, France* 

Could rooting for a losing football team make you fat We find saturated fat and calorie intake increase following the defeat of the 

local NFL team. This effect is larger for close games and unexpected defeats. We replicate this finding in the laboratory and test the 

remedial effect of self-affirmation. 

4. The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior 

Hengchen Dai, The Wharton School, University of Pennsylvania, USA* 

Katherine L. Milkman, The Wharton School, University of Pennsylvania, USA 

Jason Riis, Harvard Business School, USA 

Three field studies show that aspirational behaviors (dieting, exercising, and goal pursuit) increase following temporal landmarks 

(e.g., the outset of a week/month/year; birthdays; holidays). Lab studies show that temporal landmarks relegate one’s imperfections to 

the past and make the current self feel superior and thus capable of pursuing its aspirations. 

9.3 Antecedents of, Predictions About, & Responses to Financial Constraints 

Room: Salon 3 

Co-chairs: Stephanie M. Tully, New York University, USA 

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1. From Intuition to Insolvency: Intuitive Decision Makers End up More Financially Constrained 

Christopher Y. Olivola, Carnegie Mellon University, USA* 

Jan-Emmanuel De Neve, University College London, UK 

Are consumers better off relying on their intuitions to make financial choices Using a unique longitudinal dataset, we measure the 

impact of adolescent decision-making style on financial wellbeing in adulthood (12-15 years later). We find that relying on “gut 

feelings” when making decisions negatively predicts financial wellbeing. 

2. Expense Neglect in Forecasting Personal Finances 


An T. Tran, University of Colorado, USA* 


Gal Zauberman, University of Pennsylvania, USA 

We demonstrate that individuals neglect their expenses when forecasting future finances. Specifically, we show that even though 

people expect for their expense to increase as their income does, they consistently under-weigh the impact of expense growth 

compared to income growth on estimations of future available spare money. 

3. Financial Constraint Induces a Shift Toward Material Vs. Experiential Purchases Through Long Term Focus 

Stephanie M. Tully, New York University, USA* 



Consumers’ allocation of resources to material vs. experiential purchases can substantially influence their happiness. The current 

research finds that feelings of financial constraint systematically affect this allocation by increasing consumers’ concern about the 

durability of their purchase, which in turn shifts their preference toward material options. 

4. Squeezed: Effects of Constraint on Consumer Planning 

Philip M. Fernbach, University of Colorado, USA* 


Christina Kan, University of Colorado, USA 

We report four studies investigating the relationship between resource constraint and consumer planning. We differentiate two kinds 

of planning: “efficiency” and “prioritization.” Efficiency planning is prevalent under conditions of moderate constraint. As constraint 

increases, efficiency planning delays prioritization, making it too little, too late for many. 

9.4 Understanding Consumers' Perception of & Responses to Scarcity Cues 


Co-chairs: Chiraag Mittal, University of Minnesota, USA 

Caroline Roux, Northwestern University, USA 

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1. The Product-to-Space Ratio Effect: Space Influences Perceptions of Scarcity and Product Preference 

Julio Sevilla, University of Georgia, USA* 

Claudia Townsend, University of Miami, USA 

This paper demonstrates the effect of product-to-space-ratio on preference and valuation. It shows that a product is perceived as more 

attractive and valuable when more space is provided to its display. We show that this effect is driven by scarcity perceptions that it 

persists under cognitive load. 

2. Planning Under Paucity: Responses to Resource Scarcity Threats Depend on Childhood Environments 

Chiraag Mittal, University of Minnesota, USA* 


How do cues of resource scarcity influence people’s financial planning Three experiments show that scarcity cues have different 

effects depending on people’s childhood environments. Whereas scarcity cues did not affect planning in individuals who grew up with 

greater family support, those with lower support planned significantly less. 

3. The Effects of Resource Scarcity on the Ideal Female Body Size 

Sarah E. Hill, Texas Christian University, USA* 

Danielle DelPriore, Texas Christian University, USA 

Christopher Rodeheffer, Texas Christian University, USA 

Max Butterfield, Texas Christian University, USA 

Although consumers living in more affluent regions idealize very thin female models, those living in relatively poorer regions favor 

heavier female body sizes. In this work, we show that these differences might emerge from people's divergent responses to current 

resource stressors that vary as a function of their childhood environments. 

4. Understanding the Psychology of Scarcity: When Limited Resources Prompt Abstract Thinking 

Caroline Roux, Northwestern University, USA* 


Resource scarcity is a fundamental phenomenon yet, to date, our understanding of the psychological processes that scarcity activates 

has remained limited. We propose and show that activating the concept of scarcity induces individuals to adopt a more abstract 

mindset, which expands the boundaries of their conceptual categories. 

9.5 Creating & Resolving Tensions: Exploring the Different Effects Materialism Has on 

Consumers & Society 


Co-chairs: Laurel Steinfield, University of Oxford, UK 


1. Materialism and Well-Being among Consumers of Three Asian Subcultures: The Effects of Religion and Ethnicity 

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Fon Sim Ong, The University of Nottingham Malaysia Campus, Malaysia* 

George Moschis, Georgia State University, USA 

We present results that explain the relationship between materialism and well-being among Muslims, Buddhists, and Hindus in 

Malaysia, and examine the impact of ethnicity and religiosity. We find that stress is a variable that mediates the effects of materialism 

on life satisfaction, which, in turn, is moderated by religious beliefs. 

2. Social Stratification and the Materialism Label: The Retention of Racial Inequities between Black and White Consumers in 

South Africa 

Laurel Steinfield, University of Oxford, UK* 


This study illustrates how “materialism” is a moral restriction that protects the demarcating power of goods and, in South Africa, 

maintains race-based stratifications. We explore the social interactions surrounding the use of materialism as a pejorative label, 

describing how the term is used to debase the consumption of black consumers. 

3. When the Going Gets Tough the Materialistic Go Shopping: Materialism and Consumption Response to Stress 

Ayalla Ruvio, Temple University, USA* 

Eli Somer, University of Haifa, Israel 

Aric Rindfleisch, University of Illinois at Urbana-Champaign, USA 

This research explores the moderating effect of materialism on post traumatic-stress (PTS) in the face of life-threatening events. The 

results indicate that highly (vs. low) materialistic individuals in the mortal-threat (vs. non-threat) condition reported higher levels of 

PTS, and exhibited a heightened effect of PTS on maladaptive consumption behaviors. 

4. Living in a Material World: The Role of Materialism in Consumer Confidence & Well-Being 

Dee Warmath, University of Wisconsin - Madison, USA* 

Nancy Wong, University of Wisconsin - Madison, USA* 

This research is the first to explore the relationships between materialistic values and consumer confidence using data from two large 

scale surveys of nationally representative consumers. It finds that materialism can contribute to regeneration strategies: hope and 

materialism interact to increase consumer confidence in the economy and in future spending. 

9.6 Consumer Engagement in Service Relationships: The Good, the Bad, & the Ugly 

Room: Salon 6 

Co-chairs: Nita Umashankar, Georgia State University, USA 

Morgan Ward, Southern Methodist University, USA 

1. Suffering in Silence: Close Customers’ Reluctance to Complain Damages Service Relationships 

Nita Umashankar, Georgia State University, USA* 

Morgan Ward, Southern Methodist University, USA* 

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Service firms advocate for close relationships with their customers. However, close relationships may deter customers from providing 

valuable feedback resulting in customers’ higher likelihood to defect. We consider how close (vs. distant) customers’ likelihood to 

offer feedback following a service experience affects their downstream behavior. 

2. Pour Oil on Troubled Water: The Effects of Mere-Measurement and Time on Customer Desire for Revenge 

Mina Rohani, HEC Montreal, Canada* 

Yany Grégoire, HEC Montreal, Canada 

Renaud Legoux, HEC Montreal, Canada 

Jean-Charles Chebat, HEC Montreal, Canada 

The findings of our longitudinal study show that the type of measurement with which data is collected moderates the time-revenge 

relationship. Time reduces revenge if it is combined with answering multiple surveys. Otherwise, time has amplification effects 

without the presence of such measurement bias. 

3. The Effects of Consumer Vulnerability on Service Evaluations and Wellbeing Outcomes 


Daniele Mathras, Arizona State University, USA* 

Richard J. Caselli, Mayo Clinic, USA 

Denise M. Kennedy, Mayo Clinic, USA 

Amy L. Ostrom, Arizona State University, USA 

We develop the individual-level construct of consumer vulnerability (potential harm, perceived level of risk, perceived level of 

control) and explore its influence on post-service failure evaluations, outcomes, and behaviors. For this transformative consumer 

research, we analyze patient satisfaction data to investigate the effects of consumer vulnerability on consumer wellbeing. 

4. Acknowledging Consumer Gratitude: Leveraging the Voice of the Consumer to Increase Loyalty 

Paul W. Fombelle, Northeastern University, USA* 

Clay Voorhees, Michigan State University, USA 

Sterling Bone, Utah State University, USA 

Alexis Allen, Florida State University, USA 

Often communication efforts are directed at unsatisfied consumers, as opposed to consumers who offer positive feedback. This 

research examines the effect of extending the dialogue with very satisfied consumers who offer positive feedback. Across three 

studies we investigate the effects of acknowledging very satisfied customers with an expression of gratitude. 

9.7 Understanding & Influencing Pro-Social, Anti-Social & Moral Behavior 

Room: Salon 7 

Co-chairs: Ata Jami, University of Central Florida, USA 


1. The Inverse Power of Praise: How Pro-Social Marketing Messages Influence Consumer Behavior 

Maryam Kouchaki, Harvard University, USA 

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Ata Jami, University of Central Florida, USA* 

We investigate the impact of different framings of pro-social marketing messages on consumers’ subsequent behaviors. We show that 

mere exposure to customer-praise messages (compared to company-praise and no-praise) licenses subsequent self-interested 

behaviors. Also, we identify two characteristics of praising messages and an individual difference variable that moderate this effect. 

2. Altruistic Behavior, Egoistic Choice 

Adelle Xue Yang, University of Chicago, USA* 

Christopher Hsee, University of Chicago, USA 


In three studies, we found that participants exerted more effort on a laborious task if they had to donate their earnings from the task to 

others than if they could keep the earnings, but that when given a choice between donating the earnings or keeping it, most would 

keep it. 

3. Getting Rid of Possessions to Get Back at People: Rejection and Consumer Disposal Choices 

Virginia Weber, University of Alberta, Canada* 



Across three studies we examine consumer disposal choices when individuals are rejected by a group to which they belong. We find 

that consumers are more likely to dispose of and ruin group identity-related possessions after rejection, particularly when there is no 

potential to reintegrate with the group. Implications are discussed. 

4. Color Me Morally: White and Black Colors Influence Moral Behaviours 

Jing Wan, University of Toronto, Canada* 

Eugene Chan, University of Toronto, Canada 

This research explores how black and white colours imbue products with moral meaning and affect people’s moral behaviours. 

Exposure to white products lead to moral behaviours, while exposure to black products leads to immoral behaviours. However, buying 

white products leads to licensing and buying black products leads to compensation. 

9.8 Sharing Information: Word of Mouth Creation & Consumption 


Co-chairs: Juliana Schroeder, University of Chicago, USA 


1. The Effects of Framing Products as Experiences on the Creation and Use of Consumer Reviews 


Claudia Townsend, University of Miami, USA* 

We examine the influence that framing products as experiences has on consumers’ use and creation of product information. Because 

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consumers perceive experiences more personally than products, when a product is experientially framed, consumers rely more on 

information from close others and are more likely to review. 

2. When and Why do Consumers Share Product Harm Information 

Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands* 


Ale Smidts, Erasmus University Rotterdam, The Netherlands 

This paper aims to understand when and why consumers share product harm information. Across five studies, we showed that product 

harm information with higher self-relevance reduced sharing under independent self-construal. Under interdependent self-construal, 

negative effect of self-relevance on sharing was attenuated. Further, we demonstrated the underlying processes that shape sharing. 

3. Is a Picture Always Worth a Thousand Words Attention to Structural Elements of eWOM for Consumer Brands within Social 

Media 

Ernest Hoffman, University of Akron, USA* 

Terry Daugherty, University of Akron, USA 

The growing influence of social media on consumer judgments makes it important to know what captures consumer attention. We 

study attention using eye-tracking in the context of social media and consumer-generated Word-of-Mouth. Our results suggest that 

consumer attention within social media is significantly influenced by brand utility and message valence. 

4. The Means to Justify the End: How the Way in Which Decisions to Intervene Are Communicated to Users Can Combat Cyber 

Harassment in Social Media 

Tom van Laer, ESCP Europe Business School, UK* 

Cyber harassment can have harmful effects, such as emotional distress for victims and consequently a withdrawal from social network 

sites or even life itself. This paper analyzes in two studies how decisions to intervene can be communicated to users in such a way that 

they are deemed adequate and acceptable. 

9.9 The Price is Right: Price Perception by Consumers 

Room: Wilson 

Co-chairs: Yupin Patarapongsant, SASIN: Chulalongkorn University, Thailand 


1. Consumer Responses to Simultaneous Changes in Price and Quantity: Do Direction and Magnitude Matter 

Jun Yao, Monash University, Australia* 

Harmen Oppewal, Monash University, Australia 

Yongfu He, Monash University, Australia 

This research studies how consumers perceive retail price and package quantity changes when both change in the same direction 

simultaneously. Three experimental studies provide convergent evidence that regardless of the magnitude of changes, consumers 

prefer simultaneous decreases over simultaneous increases. This effect is moderated by the presence of unit prices. 

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2. Cognitive Motivation and Its Impact on Price Cognition 



We demonstrate that greater degree of effortful thinking enhances the attractiveness of nine ending prices. Also, we find that greater 

thoughtfulness leads to overwhelming responses to free offers. We reasoned the greater thoughtfulness enhances anticipated regret 

from missing out an attractive reward which leads to biases in price cognition. 

3. Effect of Price Estimate Precision on Pre- and Post-Outcome Satisfaction 

Melissa Cinelli, University of Mississippi, USA* 

Lifeng Yang, University of Mississippi, USA 

Although consumers prefer price estimates provided on a fine-grained scale (Zhang & Schwarz 2012), we find that precise price 

estimates are only beneficial when the firm is able to deliver the product below estimate. When outcomes exceed estimates, 

consumers are more satisfied when initial estimates were provided on a coarse scale. 

4. More Than Price Exploring the Effects of Creativity and Price in Advertising 

Erik Modig, Stockholm School of Economics, Sweden* 

Sara Rosengren, Stockholm School of Economics, Sweden* 

Even though advertising creativity has shown to be of importance for advertising effectiveness little research has tested it in relation to 

other marketing strategies. This paper explores the effects of advertising creativity (high/low) at different price levels 

(high/medium/low). The results suggest that creativity has greatest impact at low price levels. 

9.10 Food Decision Making 


Chair: Elisabeth Howlett, University of Arkansas, USA 

1. The Effects of Color on Food Temperature Perceptions 

Courtney Szocs, University of South Florida, USA* 

Dipayan Biswas, University of South Florida, USA 

We find that incidental exposure to red and blue color cues influences food temperature perceptions. Process evidence suggests that 

visual cues are easier to encode than haptic cues, and consequently receive greater weight in temperature evaluations. This colortemperature 

effect also influences consumption volume and food preparation practices. 

2. When Color Meets Health: The Impact of Package Colors on the Perception of Food Healthiness and Purchase Intention 

Lei Huang, State University of New York at Fredonia, USA* 

Ji Lu, Dalhousie University, Canada 

In this paper we use food package color as a visual cue that can be assimilated to the health connotation of verbal nutrition labeling. 

Compared with hedonic food, utilitarian food in blue package is perceived healthier than in red package. The perception also mediates 

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the purchase intention of package food. 

3. The Moderating Role of Regulatory Focus on the Social Modeling of Food Intake 

Johanna Palcu, University of Vienna, Austria* 


Malte Friese, Saarland University, Germany 

Drawing on regulatory focus theory we found in two studies that, because of their predominant strategic inclination to avoid negative 

behavioral outcomes, prevention-focused individuals showed stronger social modeling effects in food intake than promotion-focused 

individuals, regardless of whether the social consumption model was actually present or not. 

4. A View to a Choice: The Effects of Lateral Visual Field on Choosing between Healthy vs. Unhealthy Food Options 

Marisabel Romero, University of South Florida, USA* 


The results of four studies show that there is greater preference for the healthy (vs. unhealthy) food option when it is placed on the left 

(vs. right) visual field of consumers. In essence, there is global (local) processing for items on the left (right) visual fields, with 

implications for self-control. 

9.11 Anomalies in Product Evaluation & Choice 

Room: Salon 1 

Chair: Yael Steinhart, Tel-Aviv University, Israel 

1. The More Interest in the Product, the Merrier 

Yael Steinhart, Tel-Aviv University, Israel* 


David Mazursky, Hebrew University, Israel 

Avraham Noy, Haifa University, Israel 

For functional products, the interest-of-many-others has a positive-effect on product choice and a negative-effect on regret. However 

for self-expressive products, the reverse occurs. Five studies explore underlying cause of these effects and detail boundary-conditions 

inclusive of outside product information, brand status and others’ personal characteristics. 

2. Which Product to Retain The Effect of Product-Related vs. Person-Related Product Features 

Liad Weiss, Columbia University, USA* 


How do preferences differ for choices about product retention—choice among products that consumers own—vs. acquisition—choice 

among unowned products We propose that in retention consumers care more about product features that are usually used to describe 

people (e.g. creativity) vs. features that distinctly apply to products (e.g., portability). 

3. Illusion of Variety: Poor Readability Enhances Perceived Variety 

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Zhongqiang (Tak) Huang, Chinese University of Hong Kong, Hong Kong, China* 


This research studies how perceived variety may be influenced by obviously irrelevant factors such as the font readability of 

assortment information. Through three experiments, we demonstrated that difficult-to-read assortments were judged to be more varied 

(i.e. the illusion of variety), and this effect was driven by a difficulty-variety naive belief. 

4. Changing “Fate” through Choices 

Adelle Xue Yang, University of Chicago, USA* 


We find choices representing a discontinuity of self-concept are preferred when the prediction of a future outcome is pessimistic, but 

not when optimistic. The appeal of novel consumer choices may depend on anticipated future outcomes, via the potential to either 

disrupt or maintain the continuity of one’s perceived focal identity. 

9.12 Roundtable: Best Practices for Behavioral Lab & Subject Pool Management 

Room: Indiana 

Co-chairs: Christina Brown, Ross School of Business, University of Michigan, USA 

Lillian Chen, Ross School of Business, University of Michigan, USA 

Participants: 




Kristin Diehl, University of Southern California, USA 

John Galvin, Harvard Business School, USA 

Miranda Goode, Ivey Business School, Western University, 

Canada 

Joseph Goodman, Washington University in St Louis, USA 


Chase Harrison, Harvard Business School, USA 

Douglas Hausknecht, University of Akron, USA 

Marcia Herter, Reims Management School, France 

Amber Holden, Fuqua School of Business, Duke University, 

USA 

Jeff Lees, Columbia Business School, USA 

Gina S. Mohr, College of Business, Colorado State University, 

USA 

Rebecca Walker Naylor, Fisher College of Business, Ohio State 


Melvin Prince, Southern Connecticut State University, USA 

Dan Rice, E.J. Ourso College of Business, Louisiana State 


Patricia Rossi, Reims Management School, France 


Sridhar Samu, India School of Business, Hyderabad, India 

Karen H. Smith, Texas State University, Texas, USA 

Rebecca White, University of Chicago, USA 

Alan Malter, University of Illinois at Chicago, USA 

Cameron McClure, Columbia Business School, USA 

ACR member schools face increasing expectations regarding publishing, with concomitant increases in the need for data collection. 

This session begins the process of building a community of faculty supervisors and lab managers, to facilitate exchange of best 

practices in lab and subject pool management, to improve our efficiency and effectiveness. 

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COFFEE BREAK 

3:15pm - 3:30pm 

SESSION 10 

3:30pm - 4:45pm 

10.1 Exploring the Self in Self-Regulation: Unexpected Impacts on Goal Engagement 

Room: Crystal 

Co-chairs: Kathleen Vohs, University of Minnesota, USA 


1. Making an Impact on the Self: How Sounds and Colors Increase Goal Engagement 

Maferima Touré-Tillery, University of Chicago, USA* 


When people take actions that are perceptually more vs. less impactful, such as writing in bright colors, the actions are seen as more 

diagnostic of the self. Consequently, we find that perceptually impactful actions lead people to better adhere to valued goals. 

2. What I Haven’t Done Can’t Hurt Me: The Effects of Imagined Future Failure on Goal Disengagement 

Yael Zemack-Rugar, Virginia Tech, USA* 

Canan Corus, Pace University, USA 


We examine how self-control choices are affected by an imagined, future failure. Findings show future failure can lead to the same 

emotional, cognitive, and behavioral responses as past failure. However, due to perceived changeability, the cause of failure (internal 

vs. external) moderates differences between responses to past vs. anticipated failure. 

3. The Role of Goal Engagement in Self-Regulation 

Minjung Koo, Sungkyunkwan University, Republic of Korea* 


Angela Lee, Northwestern University, USA 

We propose that prevention-oriented consumers adopt a goal-engagement strategy, focusing focuses on not losing sight of the goal, 

which enhances self-regulation. In contrast, promotion-oriented consumers adopt a multifocal strategy of minding the goal and 

countering temptation at the same time. Despite using two strategies this approach ironically undermines self-control success. 

4. Self-Affirmation Can Enable Goal Disengagement 


Ji Kyung Park, University of Delaware, USA* 

Brandon Schmeichel, Texas A&M University, USA 

Much research has shown that after being self-affirmed, people respond to challenges in productive ways. The current research 

demonstrates that self-affirmation also can deflate motivation and performance. Four experiments demonstrate that being self-affirmed 

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and then attempting a task potholed with setbacks and failure led people to retreat from the goal. 

10.2 Nudging Consumers in the Right Direction: Effective Interventions for Tackling 

Obesity 

Room: Salon 2 

Chair: Hristina Dzhogleva, University of Pittsburgh, USA 

1. ‘Does This Tax Make Me Look Fat’: Using Stigma-Inducing Labels to Decrease Unhealthy Food Consumption 

Avni Shah, Duke University, USA* 



Peter Ubel, Duke University, USA 

One field experiment and two lab experiments examine the effectiveness of economic and stigma-inducing interventions on unhealthy 

food choice and consumption. Stigma-inducing signals proved superior to economic interventions alone (e.g., ‘unhealthy’ label vs. 

17.5% Value-Added-Tax). Gender and dining partner moderate this effect while self-construal differences mediate these results. 

2. Does Reducing Nutritional Information Complexity Promote Healthier Food Choices 

Hristina Dzhogleva, University of Pittsburgh, USA* 


Jim Maurer, Catalina Marketing Corporation, USA 

We examine how the ease-of-processing of nutritional information at the point of purchase impacts consumers’ food choices. Our 

work reveals that facilitating consumers’ understanding of nutritional information by disclosing nutritional facts in a simple and easyto-process 

format can help them make healthier food decisions. 

3. Promoting Portion Downsizing by Improving Consumer Response to Percentage Cost vs. Percentage Benefit Offers 

Bhavya Mohan, Harvard Business School, USA* 



We find that individual differences such as cognitive ability and shopping goals moderate consumers’ ability to objectively assess the 

value of percentage-based cost (50% off) and benefit (50% free) offers. Providing ratio-based rates nudges consumers away from 

obesogenic % benefit offers in favor of healthier and economically-superior % cost offers. 

4. Choosing to Participate: The Effects of Message Type on Enrollment and Participation 

Eleanor Putnam-Farr, Massachusetts Institute of Technology, USA* 


We evaluate the effects of different message types on enrollment and participation in an online physical activity tracking program. We 

found significant differences between messages, with all active choice messages prompting higher enrollment than opt-in, but 

quantification of the rewards leading to an earlier dropout rate. 

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10.3 Look Who’s Talking: Linguistic Signaling in C2C & B2C Communication 

Room: Salon 3 

Co-chairs: Gaby Schellekens, Radboud University Nijmegen, The Netherlands 

Ann Kronrod, Michigan State University, USA 

1. A Negation Bias in Word of Mouth: How Negations Reveal and Maintain Expectancies About Brands and Products 

Peeter Verlegh, University of Amsterdam, The Netherlands* 

Camiel Beukeboom, Vrije University Amsterdam, The Netherlands 

Christian Burgers, Vrije University Amsterdam, The Netherlands 

We find that negations provide a subtle mechanism for communicating expectations and maintaining brand reputations. Study 1 shows 

that speakers use negations when they describe experiences inconsistent with their expectations. Study 2 shows how receivers 

“decode” this signal, and infer that experiences are less expected/more surprising when speakers use negations. 

2. Wii Will Rock You! The Role of Figurative Language in Word of Mouth 

Ann Kronrod, Michigan State University, USA* 

Shai Danziger, Tel-Aviv University, Israel 

Figurative language in advertising has a positive effect on product attitudes. Conversely, its effectiveness and use in WOM is context 

specific: in reviews of hedonic (vs. utilitarian) offerings figurative language is used more often, and is more persuasive. Further, 

reading a figurative review increases choice of hedonic over utilitarian options. 

3. How Language Signals Persuasion: Concrete and Abstract Language in Product Referrals from Consumers and Firms 

Gaby Schellekens, Radboud University Nijmegen, The Netherlands* 


Ale Smidts, Erasmus University Rotterdam, The Netherlands 

We examined the impact of concrete and abstract language in product referrals from consumers and sales personnel on perceived 

persuasion knowledge. While language abstraction in referrals from other consumers has no effect on persuasion motives, more 

abstract (vs. concrete) language use from sales agents activated a perception of being persuaded. 

4. Putting the Customer Second: Pronouns in Customer-Firm Interactions 




We examine pronoun use in the language of customer-firm interactions. Three studies reveal improvement in both customer 

satisfaction and real behavioral responses (purchases) when firm agents are more self- (i.e. “I,” “my”) rather than customer-focused 

(i.e. “you,” “your”). Perceived agency and empathy of the firm agent mediate the effect. 

10.4 Making a Difference with Metal Pieces: New Findings on Seeing, Possessing, & 

Losing Money 

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Co-chairs: Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong, China 

Nicole L. Mead, Erasmus University Rotterdam, The Netherlands 

1. Monetary Reminders Lead to Exchange Orientation and Emotion Suppression 

Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong, China* 

Zhansheng Chen, University of Hong Kong, Hong Kong, China 


Activating the concept of money increases individuals’ disposition to perceive themselves in an exchange interpersonal relationship; 

this leads them to suppress their emotional expressions and to expect others to do likewise. Money-primed participants also judged 

others’ emotions to be more extreme and avoided interacting with persons who displayed these emotions. 

2. Monetary Cues Alter Interpersonal Harmony Because They Activate an Exchange-Orientation 

Nicole L. Mead, Erasmus University Rotterdam, The Netherlands* 

Eugene M. Caruso, University of Chicago, USA 


Roy F. Baumeister, Florida State University, USA 

Three experiments tested the hypothesis that money can strain interpersonal harmony because it leads people to misapply moneymarket 

norms to communal relationships. Reminders of money (vs. neutral concepts) caused participants to institute exchange (vs. 

communal) relationships; heightened exchange orientation accounted for the link between money reminders and hampered 

interpersonal harmony. 

3. To Tip or Not to Tip: Emotional and Monetary Tradeoffs in Tipping 

Ayelet Gneezy, University of California San Diego, USA* 

Nina Mazar, University of Toronto, Canada 

Social norms posit that the better the service the higher the tip. Results from three experiments show that under specific 

circumstances—not having enough cash—tipping norms might be paradoxically violated: individuals are more likely to avoid tipping 

good service, yet are as likely to tip poor service. 

4. Going, Going, Gone: Hidden Hormonal Influences on Loss Aversion 


Ashley Rae, University of Texas at San Antonio, USA* 


Stephanie Cantu, University of Minnesota, USA 

Is loss aversion influenced by hormones Results revealed that women become less loss averse near ovulation. Ovulating women were 

less upset about losing money and accepted lower selling prices in an actual marketplace exchange. Additional findings revealed 

important boundary conditions for the effect of ovulatory hormones on women’s loss aversion. 

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10.5 From Encoding, to Protecting, to Retrieving: Understanding the Interplay between 

Social Identity & Consumer Memory 


Chair: Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China 

1. Memory for Advertising: When do Consumers Remember and When do they Forget Social-Identity-linked Ads 

Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China* 

Rod Duclos, Hong Kong University of Science and Technology, Hong Kong, China 

Li Huang, City University of Hong Kong, Hong Kong, China 

What makes advertising memorable A popular approach is to link ads to social identities, like gender or race. Identity-linking is 

thought to attract consumers’ attention and encourage encoding. We find, however, that its effectiveness depends on a person-bysituation 

interaction. Sometimes identity-linking backfires, resulting in poor ad memory and product avoidance. 

2. Savoring Through Avoidance: Identity-Based Strategic Memory Protection 

Kathryn Mercurio, University of Oregon, USA* 



We propose that consumers strategically protect their memories to reinforce various identities. We document that consumers savor 

identity-related memories by delaying new experiences that could potentially weaken the link between memory and identity. This 

research addresses the role of memory in identity management and the identity reinforcement process. 

3. Identity Preservation: If I Can Remember It, You Can Have It 

Karen Page Winterich, Pennsylvania State University, USA* 


Julie R. Irwin, University of Texas at Austin, USA 

Consumers are often reluctant to dispose of special possessions. We examine how disposal of special possessions can be increased 

while retaining the memory associated with the product and minimizing identity threat from giving up the possession. Two studies 

demonstrate memory preservation can increase donation and selling of special possessions. 

4. Sentimental Social Roles and the Objects that Elicit Them 

Lindsay R. L. Larson, Georgia Southern University, USA 

T. Andrew Poehlman, Southern Methodist University, USA* 

We examine social identity evoked from vintage product design and its effect on the idealization of gender-stereotypic behavior. 

Women report greater idealization of traditional behaviors in response to feminine vintage (as opposed to modern or masculine) 

design. Primed gender roles also lead women, to prefer gender-stereotypic vintage design products. 

10.6 Green & Healthy: Doing Good for the Environment & for People 

Room: Salon 6 

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Chair: Pia Furchheim, Chemnitz University of Technology, Germany 

1. When Altruism Is Perceived to Be Rare Would Materialists Buy Green 

Pia Furchheim, Chemnitz University of Technology, Germany* 

Steffen Jahn, University of Goettingen, Germany 

Cornelia Zanger, Chemnitz University of Technology, Germany 

We explore the role of scarcity in overcoming the conflict between materialism and sustainability. Our research reveals that perceived 

scarcity of personality traits that are associated with product consumption affects choice. That is, materialists that perceive green 

personality traits to be scarce showed a stronger preference towards green products. 

2. Green Consumption and the Theory of Planned Behavior in the Context of Post-Megaquake Behaviors in Japan 

Sumire Stanislawski, Waseda University, Japan* 

Yasushi Sonobe, Takachiho University, Japan 

Shuji Ohira, Chiba University of Commerce, Japan 

This study clarifies decision-making processes of Japanese green consumers after the Great East Japan Earthquake through 

quantitative analysis. Japanese consumers were segmented based on past behavior to assess the differences in each group’s decisionmaking 

processes to purchase environmentally friendly products using the theory of planned behavior. 

3. Healthful Food Decision-making at the Point of Purchase: An Update on Nutrition Labeling 

Joerg Koenigstorfer, Technische Universität München, Germany* 

Grażyna Wąsowicz-Kiryło, University of Warsaw, Poland 

Małgorzata Styśko-Kunkowska, University of Warsaw, Poland 

Andrea Groeppel-Klein, Saarland University, Germany 

Numeric nutrition information that is implemented at a constant position on the front of food packages increases visual attention to the 

labeling during shopping trips. The healthfulness of food choices is unaffected. However, consumers make more healthful choices 

when traffic light color-coding and health marks are added to the labeling. 

4. An Attributional Explanation of Consumers’ Unexpected Attitudes and Behavior Toward Poor-Nutritional Products, With 

Implications For Childhood Obesity 

Claudia Dumitrescu, Whitworth University, USA* 

Renée Shaw Hughner, Arizona State University, USA 

Clifford J. Shultz, II, Loyola University Chicago, USA 

This study (1) advances an alternative psychological mechanism, which explains unexpected consumers’ attitudes and behavior; (2) 

proposes a mediating role of attributions of responsibility between government regulation and product satisfaction; (3) offers a new 

conceptualization of the government regulation construct (i.e., moderator of attributions of responsibility/self-serving bias). 

10.7 Liking Products: What's Brand Got to Do With It 

Room: Salon 7 

179

Co-chairs: Hae Joo Kim, Wilfrid Laurier University, Canada 

JoAndrea Hoegg, University of British Columbia, Canada 

1. What Makes a Luxury Brand: The Effect of Competence and Warmth Cues on Luxury Perception 

Miao Hu, Northwestern University, USA* 


The current research advances novel theorizing on how two core dimensions of social judgment—competence and warmth— affect 

how luxurious a brand is viewed by consumers. While competence cues enhance luxury perception for non-luxury brands, warmth 

cues enhance luxury perception for brands that have already established themselves as luxuries. 

2. Positive Brand Inferences from Processing Disfluency 

Hae Joo Kim, Wilfrid Laurier University, Canada* 

Melanie Dempsey, Ryerson University, Canada 

We investigate whether processing disfluency can generate positive evaluations of a brand. Difficult-to-pronounce acronyms were 

perceived as distant, and thus, rated more positively on attributes associated with socially distant others (e.g., competence) than 

attributes associated with socially close others (e.g., friendliness) compared to easy-to-pronounce acronyms. 

3. Impact of Fear on Brand Attachment 

Lea Dunn, University of British Columbia, Canada* 


The current research examines how fear can facilitate brand emotional attachment through desire for affiliation. We find that when 

consumers undergo a fearful experience with a brand, they feel more emotionally attached to the brand, which has positive 

implications for brand loyalty. 

4. Turning to Brands when Close Others Turn Away: The Hydraulic Relation Between Social Support and Brand Reliance 

Lili Wang, Zhe Jiang University, China* 

Steven Shepherd, Duke University, USA 

Tanya Chartrand, Duke University, USA 

We explore the potentially hydraulic relationship between social support and brands in providing people with a sense of self-worth, 

such that chronically low social support will lead people to turn more toward brands to achieving a sense of self-worth, while 

experienced increases in social support will decrease this tendency. 

10.8 Back to the Future: New Perspectives on Time 


Co-chairs: Ernest Baskin, Yale University, USA 


1. Managing Motivation Over Time: How Focusing on the Present vs. Future Influences Goal Pursuit 

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Jordan Etkin, Duke University, USA* 

Rebecca Ratner, University of Maryland, USA 

This research demonstrates that temporal cues directing consumers to focus on goal pursuit in the present vs. future differently impact 

consumer motivation as a function of perceived level of progress towards goal attainment. We find focusing the present (future) 

increases motivation at low (high) levels of perceived progress. 

2. What was I Thinking Effect of Construal on Memory-Based Choice 

Ernest Baskin, Yale University, USA* 

Cheryl Wakslak, University of Southern California, USA 


While research in construal level theory typically looks at one-time decisions, we consider decisions that require learning over time. 

In a series of studies, we show when construal acts through attribute weighting at the point of information retrieval rather than 

attentional processes in information encoding. 

3. Philosophies of Happiness: Preferences for Experienced and Remembered Happiness 

Cassie Mogilner, The Wharton School, University of Pennsylvania, USA* 


Do people prefer a life they would experience as happy or a life they would remember as happy We document a mismatch: People 

exhibit a long-term preference for experienced happiness – yet in the moment, consistently choose remembered happiness. 

4. The Psychophysics of Humor 


Lawrence Williams, University of Colorado, USA* 

Caleb Warren, Bocconi University, Italy 

Psychological distance is an important factor in triumphing over tragedy, first through humor and next through irrelevance. A 

longitudinal study of humorous reactions to Hurricane Sandy reveals a sweet spot to comedy. Humorous responses rise and 

subsequently fall with time - a pattern predicted uniquely by the benign violation theory. 

10.9 Off-the-Map Experiential Consumption 

Room: Wilson 

Chair: Nacima Ourahmoune, Reims Management School, France 

1. Gender, Women and Sexual Experiences of Tourism 

Nacima Ourahmoune, Reims Management School, France* 

Men’s and women’s experiences of tourism have been understood differently, especially their experiences of sex tourism. However, 

discussions around women who engage in sexual activities during their vacation have been strikingly absent from our field. An 

ethnography in the Caribbean aims at contributing to a conceptualization of gender sexual subjectivities. 

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2. Dynamics of Marketplace Inclusion and Consumption in Bazaars as Other Retail Spaces 

Handan Vicdan, Emlyon Business School, France* 

A. Fuat Firat, University of Texas - Pan American, USA 

We explore the dynamics of consumption in traditional lower class bazaars, and how they are now redesigned to include upper classes 

in Turkey. We study construction of a retail space and discover the means through which lower and upper classes construct their space 

in the bazaar. 

3. Staging the Museumspace: Overlapping Personal, Social, and Hedonic Experiences 

Ada Leung, Penn State Berks, USA* 

Huimin Xu, The Sage Colleges, USA* 

Jessica Schocker, Penn State Berks, USA 

We present a model that depicts the overlapping nature of personal, social, and hedonic experiences that occur in the museumspace. 

Although personal experience is often conceptualized as the intrapersonal experiences between the cultural objects and the visitors, its 

effects and implications are often interpersonal and hedonic in nature. 

4. The Two Sides of the Gold Medal: Paradoxes of the Olympic Experience 

Sabrina Gabl, University of Innsbruck, Austria* 

Verena E. Stoeckl, University of Innsbruck, Austria* 

Andrea Hemetsberger, University of Innsbruck, Austria* 

This empirical study on the Olympic spectator experience identifies four paradoxes—“union and disunion,” “void and repletion,” “the 

staged and the real,” and “the spirit and the rational” in discourse. A paradox perspective reveals interdependencies and dynamics of 

temporary solidarization, vitalization of the extraordinary, conquest of truth, and authentication. 

10.10 Learning to Like 


Chair: He (Michael) Jia, University of Southern California, USA 

1. I’ll Keep the Cuddly One: Effects of Cuteness vs. Elegance on Product Retention 

He (Michael) Jia, University of Southern California, USA* 

Gratiana Pol, University of Southern California, USA 

C.W. Park, University of Southern California, USA 

Three studies show that, compared to an elegant-looking product design, a cute-looking product design induces a higher intent to 

retain, but not a higher intent to purchase, the product. The advantage of cuteness on product retention is explained by caretaking 

motivation, and this advantage is reduced for functional products. 

2. Thank You: When and Why Expressions of Gratitude Enhance Consumer Satisfaction and Loyalty 

Jamie D. Hyodo, Pennsylvania State University, USA* 

182

Karen Page Winterich, Pennsylvania State University, USA 


Organizations frequently thank consumers, but what effects do these expressions of gratitude have on consumers Across four studies, 

we demonstrate that expressions of gratitude communicated by organizational representatives positively affect consumer attitudes and 

loyalty intentions, while outlining an important boundary condition (service quality) and process mechanism (disconfirmed 

expectations). 

3. You are Forgiven: Cause Uncontrollability and Negative Emotional Contagion 

Stefan Hattula, University of Stuttgart, Germany* 

Carmen-Maria Albrecht, University of Mannheim, Germany 

Torsten Bornemann, University of Stuttgart, Germany 

Julian Würth, University of Mannheim, Germany 

This research investigates how customers catch negative emotions of employees and how customers’ attributions for these negative 

emotions impact the extent of emotional contagion. The results show that the strength of contagion effects depends on whether an 

external explanation for the negative affect of the employee is provided or not. 

4. The Feeling of Learning and the Joy of Liking 

Daniel He, Columbia University, USA* 

Shiri Melumad, Columbia University, USA 

Michel Pham, Columbia University, USA 

"Likes" and "Dislikes" provide valuable information to New Media firms. In addition to the social and instrumental incentives in 

expressing "Likes" and "Dislikes" online, we propose that people evaluate their preferences because they derive an inherent pleasure 

from the feeling of self-discovery when they learn what they like or dislike. 

10.11 Building Commitment in Choices 

Room: Salon 1 

Co-chairs: Miri Chung, University of Rhode Island, USA 

Rom Schrift, University of Pennsylvania, USA 

1. Staying the Course: The Impact of No-Choice Options on Post-Choice Persistence 

Rom Schrift, University of Pennsylvania, USA* 

Jeffrey Parker, Georgia State University, USA 

We show that the presence of a no-choice option at the time of choice reduces post-choice counterfactual thoughts and enables 

consumers to overcome adversity and persist longer on their chosen path. In a series of 6 studies we demonstrate this effect in actual 

behavior and identify the underlying psychological process. 

2. Commitment to Virtuous Behaviors: How Self-control Shapes Commitment to Near vs. Distant Behaviors 

Danit Ein-Gar, Tel-Aviv University, Israel* 

183

Across five studies, time execution and self-control are shown to influence commitment to virtuous behaviors. Low self-control 

consumers prefer committing to the distant future when one’s schedule is abstract. High self-control consumers prefer committing to 

the near future when one’s schedule is concrete. The effect is mediated by time slack. 

3. Prominence vs. Dominance: How Relationships Between Alternatives Drive Decision Strategy and Choice 

Ioannis Evangelidis, Rotterdam School of Management, Erasmus University, The Netherlands* 


We document a novel context effect in which preference for an option superior on a prominent attribute relative to an option superior 

on a non-prominent attribute decreases when dominating and/or dominated options are inserted in the choice set. We show this occurs 

because the additional options trigger different decision strategies. 

4. The Effects of Impulsivity on Perceptions of Prior Consumption 

Frank May, University of South Carolina, USA* 


This research examines how differences in impulsivity affect how prior indulgences are perceived. We found that people who possess 

a regulatory goal but are high in impulsivity distort perceptions of past indulgences in order to manufacture goal progress, but only in 

the presence of an opportunity to indulge. 

10.12 Roundtable: Consumption & Heritage 

Room: Indiana 

Chair: Cele Otnes, University of Illinois at Urbana-Champaign, USA 

Participants: 


Benedetta Cappellini, Royal Holloway, University of London, 

UK 

Aron Darmody, Suffolk University, USA 

Beth DeFault, University of Arizona, USA 

Amber Epp, University of Wisconsin - Madison, USA 

Eileen Fischer, York University, Canada 


Jim McAlexander, Oregon State University, USA 


Srinivas Venugopal, University of Illinois at Urbana- 


Ela Veresiu, Witten/Herdecke University, Germany 

Madhu Viswanathan, University of Illinois at Urbana- 


This roundtable explores intersections between consumption and heritage—a construct that remains underconceptualized within our 

field. Participants will share their experiences with research endeavors that explore various forms of heritage consumption (e.g., brand, 

ethnic, intellectual, touristic), address questions related to conducting heritage-related research, and explore a research agenda around 

heritage. 

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JCP ASSOCIATE EDITORS BUSINESS MEETING 

3:30pm - 5:00pm 

Kimball Room 

JCP EDITORIAL REVIEW BOARD RECEPTION & MEETING 

5:00pm - 7:00pm 

Crystal Ballroom 


WORKSHOP SESSIONS 

5:00pm - 6:15pm 

Skill Development Series 

1. Mediation Practicum 

Room: Salons 7-9 

Chair: Stephen Spiller, University of California Los Angeles, USA* 

This tutorial will be a brief guide to conducting mediation analyses using Hayes' (2013) PROCESS macro. In addition to use of the 

macro, this tutorial will include a brief discussion of why there may be an indirect effect without a total effect, the benefits of 

bootstrapping, and interpretations of its results. Bring your laptop. 

2. Mediation, Contrasts, & LISREL 

Room: Salon 1 

Chair: Dawn Iacobucci, Vanderbilt University, USA* 

How to really do mediation analyses, contrasts in ANOVA, and LISREL. Bring your laptop and questions. Dawn will email preconference 

instructions for downloads and be available for personal consultation. 

3. Designing QUALTRICS Studies 

Room: Salons 4-6 

Chair: Bryce Winkelman, Qualtrics, USA* 

Learn what is new in the Qualtrics platform and how it can help you conduct more effective research. Also covers future product 

development roadmap and includes a Q&A session. 

4. How to Make a Good Consumer Research Video 

Room: Salon 3 

Co-chairs: Russell Belk, York University, Canada* 

Marylouise Caldwell, University of Sydney, Australia* 

Paul Henry, University of Sydney, Australia* 

Anyone who wants to make a consumer research video can do so with relatively little instruction or equipment. After whetting 

appetites with a few short examples, this workshop will provide practical suggestions for making a good video and conduct a short 

185

exercise on pre-production filmmaking. The workshop will conclude with a discussion of how to turn video footage into a film and 

how to make it an effective film. Both total novices and experienced filmmakers should be able to learn from it. 

5. Journal of Consumer Research New Reviewer Training 

Room: Adams 

Co-chairs: Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China* 

Jim Burroughs, University of Virginia, USA* 

Open to all conference attendees who are new, potential, or beginning reviewers who review for or are interested in reviewing for 

JCR. The Editors and Associate Editors of the Journal of Consumer Research (JCR) are conducting a workshop to train new, potential, 

or beginning reviewers and discuss the review process in general. They will explain what makes a great review, discuss the trainee 

program, and answer any questions. 

Potential Participants: Søren Askegaard, University of Southern Denmark; Jennifer Argo, University of Alberta; Lauren Block, 

Baruch College/CUNY; Margaret C. Campbell, University of Colorado; Darren Dahl, University of British Columbia; Kristen Diehl, 

USC; Aimee Drolet, University of California, Los Angeles; Jennifer Edson Escalas, Vanderbilt University; Eileen Fischer, York 

University; Kent Grayson, Northwestern University; Rebecca Hamilton, University of Maryland; Joel Huber, Duke University; Gita 

V. Johar, Columbia University; Andrea Morales, Arizona State University; Page Moreau, University of Colorado; Brian Ratchford, 

University of Texas at Dallas; Rebecca Ratner, University of Maryland; Jaideep Sengupta, Hong Kong University of Science and 

Technology; Craig Thompson, University of Wisconsin; Stijn van Osselaer, Cornell University; Patti Williams, University of 

Pennsylvania; Stacy Wood, North Carolina State University; Ann McGill, Editor, University of Chicago; Laura Peracchio, Editor, 

University of Wisconsin-Milwaukee; Mary Frances Luce, Editor, Duke University 

6. Journal of Consumer Research Advanced Reviewer Training 


Co-chairs: Darren Dahl, University of British Columbia, Canada* 

Eileen Fischer, York University, Canada* 

Open to all conference attendees with substantial reviewing experience who would like to refine their skills in reviewing for JCR. The 

Editors and Associate Editors of the Journal of Consumer Research (JCR) are conducting a workshop to train advanced reviewers 

(reviewers with substantial reviewing experience) and discuss the review process in general. They will explain what makes a great 

review, discuss the trainee program, and answer any questions. 

Potential Participants: Rashmi Adaval, Hong Kong University of Science and Technology; Jennifer Argo, University of Alberta; 

Søren Askegaard, University of Southern Denmark; Lauren Block, Baruch College/CUNY; James Burroughs, University of Virginia; 

Margaret C. Campbell, University of Colorado; Kristen Diehl, USC; Aimee Drolet, University of California, Los Angeles; Jennifer 

Edson Escalas, Vanderbilt University; Kent Grayson, Northwestern University; Rebecca Hamilton, University of Maryland; Joel 

Huber, Duke University; Gita V. Johar, Columbia University; Andrea Morales, Arizona State University; Page Moreau, University of 

Colorado; Brian Ratchford, University of Texas at Dallas; Rebecca Ratner, University of Maryland; Jaideep Sengupta, Hong Kong 

University of Science and Technology; Craig Thompson, University of Wisconsin; Stijn van Osselaer, Cornell University; Patti 

Williams, University of Pennsylvania; Stacy Wood, North Carolina State University; Ann McGill, Editor, University of Chicago; 

Laura Peracchio, Editor, University of Wisconsin-Milwaukee; Mary Frances Luce, Editor, Duke University 

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GRAND FINALE @ HOUSE OF BLUES 

7:30pm - midnight 

329 N. Dearborn St., between Kinzie St. and Wacker Dr. 

Food, Open Bar, Brand Inequity Live Concert, DJ Ash 

Sponsored by 

London Business School 

The House of Blues is a short 10-minute walk from the hotel. Transportation is not provided. Student volunteers will direct 

attendees to the venue from the hotel between 7:15pm and 7:45pm 

187


JCR POLICY BOARD MEETING 

7:30am - noon 

Buckingham Room 


9:30am - 11:00am 


Meet @ Bay - 4th Floor at 9:00am for a group walkover or Riverside Gardens (Michigan Avenue & Wacker Drive, the 

Southeast corner of the Michigan Avenue Bridge) at 9:25am 


10:30am - 11:30am 


Meet @ Bay - 4th Floor at 10:10am for a group walkover or west wall of the Monroe Street Entrance of the Art Institute, 

directly across from the admissions counter, at 10:25am 

188

Acknowledgements 

Special Sessions - Program Committee 


Pankaj Aggarwal, University of Toronto, Canada 

Eduardo Andrade, FGV, Rio de Janeiro, Brazil 


Zeynep Arsel, Concordia University, Canada 


Tonya Williams Bradford, University of Notre Dame, USA 

Barbara Briers, Tilburg University, The Netherlands 

Katherine Burson, University of Michigan, USA 

David Crockett, University of South Carolina, USA 

Marcus Cunha Jr., University of Georgia, USA 



Bart De Langhe, University of Colorado, USA 

Kristin Diehl, University of Southern California, USA 

David Faro, London Business School, UK 

Eileen Fischer, York University, Canada 



Andrew D. Gershoff, University of Texas at Austin, USA 


Joseph Goodman, Washington University in St. Louis, USA 

Jiewen Hong, Hong Kong University of Science and Technology, Hong Kong, China 

Ashlee Humphreys, Northwestern University, USA 

Iris W. Hung, National University of Singapore, Singapore 



Barbara E. Kahn, University of Pennsylvania, USA 



Selin A. Malkoc, Washington University in St. Louis, USA 


Andrew Mitchell, University of Toronto, Canada 

Andrea Morales, Arizona State University, USA 


Vanessa Patrick, University of Houston, USA 


Anastasiya Pocheptsova, University of Maryland, USA 


189

Suresh Ramanathan, Texas A&M University, USA 

Akshay Rao, University of Minnesota, USA 


J. Edward Russo, Cornell University, USA 


Sharon Shavitt, University of Illinois, USA 

Hao Shen, Chinese University of Hong Kong, Hong Kong, China 

John Sherry, University of Notre Dame, USA 

Joseph Simmons, University of Pennsylvania, USA 


Steven Sweldens, INSEAD, France 




Gulnur Tumbat, San Francisco State University, USA 

Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands 

Stijn van Osselaer, Cornell University, USA 

Melanie Wallendorf, University of Arizona, USA 

Michelle Weinberger, Northwestern University, USA 

Katherine White, University of British Columbia, Canada 


Alison Jing Xu, University of Toronto, Canada 

Competitive Papers - Associate Editors 

Marco Bertini, London Business School, UK 

C. Miguel Brendl, Northwestern University, USA 

Amar Cheema, University of Virginia, USA 


Nina Mazar, University of Toronto, Canada 

Steve Nowlis, Washington University in St. Louis, USA 

Michel Tuan Pham, Columbia University, USA 


Aric Rindfleisch, University of Illinois at Urbana-Champaign, USA 

Christian Wheeler, Stanford University, USA 

Competitive Papers – Editorial Review Board 

Rohini Ahluwalia, University of Minnesota, USA 

Adam Alter, New York University, USA 

Tamar Avnet, Yeshiva University, USA 



Hans Baumgartner, Pennsylvania State University, USA 


190




Margaret Campbell, University of Colorado, USA 


Elaine Chan, Tilburg University, The Netherlands 

Elise Chandon Ince, Virginia Tech, USA 

Hannah Chang, Singapore Management University, Singapore 


Haipeng (Allan) Chen, Texas A&M University, USA 

Eunice Kim Cho, Pennsylvania State University, USA 

Alan D. Cooke, University of Florida, USA 


Elizabeth Cowley, University of Sydney, Australia 


Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China 

Peter Darke, The Schulich School of Business, York University, Canada 


Aimee Drolet Rossi, University of California Los Angeles, USA 

David Dubois, INSEAD, France 

Jane Ebert, Brandeis University, USA 

Rosellina Ferraro, University of Maryland, USA 


Leilei Gao, Chinese University of Hong Kong, Hong Kong, China 

Eric Greenleaf, New York University, USA 





Michal Herzenstein, University of Delaware, USA 


Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong, China 

Andrew Kaikati, Saint Louis University, USA 

Uma R. Karmarkar, Harvard Business School, USA 

Anat Keinan, Harvard University, USA 

Uzma Khan, Stanford University, USA 

Anne Klesse, Tilburg University The Netherlands 

Minjung Koo, SungKyunKwan University, Republic of Korea 



Ellie Kyung, Dartmouth College, USA 

Kelly (Kiyeon) Lee, Washington University in St. Louis, USA 

Spike W. S. Lee, University of Toronto, Canada 

191

Xiuping Li, National University of Singapore, Singapore 

Xuefeng Liu, University of Illinois, USA 

Tina M. Lowrey, HEC Paris, France 

David Luna, Baruch College, USA 

Sam Maglio, University of Toronto, Canada 

Michal Maimaran, Northwestern University, USA 

Alan Malter, University of Illinois at Chicago, USA 


Blake McShane, Northwestern University, USA 



Joan Meyers-Levy, University of Minnesota, USA 



Daniel Mochon, Tulane University, USA 


Alokparna (Sonia) Monga, University of South Carolina, USA 



Page Moreau, University of Colorado, USA 

Vicki G. Morwitz, New York University, USA 

Jesper Nielsen, University of Arizona, USA 

Theodore Noseworthy, University of Guelph, Canada 

Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands 

Per Ostergaard, University of Southern Denmark, Denmark 

Julie L. Ozanne, Virginia Tech, USA 

Karen Page Winterich, Pennsylvania State University, USA 


John Pracejus, University of Alberta, Canada 

Rebecca Ratner, University of Maryland, USA 

Scott Rick, University of Michigan, USA 



Anne Roggeveen, Babson College, USA 


Edith Shalev, Technion, Israel 

Stewart Shapiro, University of Delaware, USA 


Robin L. Soster, University of Arkansas, USA 


Joydeep Srivastava, University of Maryland, USA 

Mary Steffel, University of Cincinnati, USA 

Mita Sujan, Tulane University, USA 

192



Claire Tsai, University of Toronto, Canada 

Mirjam Tuk, Imperial College Business School, UK 

Gülden Ülkümen, University of Southern California, USA 


Ana Valenzuela, Baruch College, CUNY, USA/Universitat Pompeu Fabra, Spain 




Monica Wadhwa, INSEAD, Singapore 


Echo Wen Wan, University of Hong Kong, Hong Kong, China 

Jing (Alice) Wang, University of Iowa, USA 

Kimberlee Weaver, Virginia Tech, USA 

Caroline Wiertz, Cass Business School, City University London, UK 


Lawrence Williams, University of Colorado, USA 

Eugenia Wu, Cornell University, USA 

Catherine Yeung, National University of Singapore, Singapore 



Yan Zhang, National University of Singapore, Singapore 

Min Zhao, University of Toronto, Canada 

Chen-Bo Zhong, University of Toronto, Canada 

Rongrong Zhou, Hong Kong University of Science and Technology, Hong Kong, China 


Competitive Papers - Reviewers 

Eathar Abdul-Ghani, Auckland University of Technology, New Zealand 

Tanvir Ahmed, La Trobe University, Australia 

Hongmin Ahn, West Virginia University, USA 

Utku Akkoç, University of Alberta, Canada 

David Alexander, University of St. Thomas, USA 

Claudio Alvarez, Boston University, USA 

Jennifer Amar, University of Paris II Pantheon Assas and University of South Brittany IREA EA 4251, France 

Lalin Anik, Duke University, USA 

Christina I. Anthony, University of Sydney, Australia 

Manon Arcand, Université du Québec à Montréal, Canada 

Stephen Atlas, University of Rhode Island, USA 

Sumitra Auschaitrakul, McGill University, Canada 

Shahar Ayal, Interdisciplinary Center (IDC) Herzeliya, Israel 

Aylin Aydinli, London Business School, UK 

193

Ainsworth A Bailey, University of Toledo, USA 

Aysen Bakir, Illinois State University, USA 

Paul W. Ballantine, University of Canterbury, New Zealand 

Silke Bambauer-Sachse, University of Fribourg, Switzerland 

Fleura Bardhi, Northeastern University, USA 

Michelle Barnhart, Oregon State University, USA 

Wided Batat, University of Lyon 2, France 

Julia Bayuk, University of Delaware, USA 

Jennifer Bechkoff, San Jose State University, USA 

Steven Bellman, Murdoch University, Australia 

Aronte Bennett, Villanova University, USA 


Marco Bertini, London Business School, UK 

Mariam Beruchashvili, California State University Northridge, USA 

Namita Bhatnagar, University of Manitoba, Canada 

Baler Bilgin, Koç University, Turkey 

Darron Billeter, Brigham Young University, USA 

Alessandro Biraglia, University of Leeds, UK 

Abhijit Biswas, Wayne State University, USA 


Sean Blair, Northwestern University, USA 

Simon J. Blanchard, Georgetown University, USA 

Janneke Blijlevens, Delft University of Technology, The Netherlands 

Matthias Bode, University of Southern Denmark, Denmark 

Benjamin Boeuf, HEC Montreal, Canada 

Wendy Attaya Boland, American University, USA 






Stefania Borghini, Bocconi University, Italy 

Anick Bosmans, Tilburg University, The Netherlands 

Othman Boujena, Rouen Business School, France 

Jan Brace-Govan, Monash University, Australia 

S. Adam Brasel, Boston College, USA 

Rafael Bravo, University of Zaragoza, Spain 

Julie Edell Britton, Duke University, USA 

Anne J. Broderick, De Montfort University, UK 

Aaron R. Brough, Utah State University, USA 

Katja H. Brunk, ESMT European School of Management and Technology, Germany 

Melissa Bublitz, University of Wisonsin Oshkosh, USA 

Denise Buhrau, Stony Book University, USA 

194

Olya Bullard, University of Manitoba, Canada 

Oliver B. Büttner, University of Vienna, Austria 

Yuri Cameron, LexisNexis, USA 


Benedetta Cappellini, Royal Holloway, University of London, UK 

Les Carlson, University of Nebraska, USA 

Marina Carnevale, Fordham University, USA 

Stephanie Carpenter, University of Michigan, USA 

Sergio Carvalho, University of Manitoba, Canada 

Cecilia Cassinger, Lund University, Sweden 

Iana Castro, San Diego State University, USA 

Jesse Catlin, Washington State University, USA 

Rajdeep Chakraborti, IBS, Hyderabad, India 

Elisa Chan, Cornell University, USA 


Chiu-chi Angela Chang, Central Michigan University, USA 

Connie Chang, Meiji University, Japan 

Hua Chang, Drexel University, USA 

Joseph W. Chang, Vancouver Island University, Canada 

Patrali Chatterjee, Montclair State University, USA 

Subimal Chatterjee, SUNY Binghamton, USA 

Sophie Chaxel, McGill University, Canada 

Bo Chen, ESSEC Business School, France 

Fangyuan Chen, Hong Kong University of Science and Technology, Hong Kong, China 

Rongjuan Chen, Stevens Institute of Technology, USA 

Zoey Chen, Georgia Tech, USA 

Helene Cherrier, Griffith University, Australia 

Sydney Chinchanachokchai, University of Illinois, USA 

Cecile Cho, University of California Riverside, USA 

Sunmyoung Cho, Yonsei University, Republic of Korea 

Athinodoros Chronis, California State University, Stanislaus, USA 

HaeEun Helen Chun, Cornell University, USA 

Sunghun Chung, Desautels Faculty of Management, McGill University, Canada 

Luca Cian, University of Michigan, USA 

Melissa Cinelli, University of Mississippi, USA 

Bart Claus, Iéseg School of Management, France 

Rita Coelho do Vale, Catolica Lisbon- School of Business and Economics, Catholic University of Portugal, Portugal 

Catherine A. Cole, University of Iowa, USA 

Larry Compeau, Clarkson University, USA 

Jacqueline (Jax) Conard, Belmont University, USA 


Laurel Aynne Cook, University of Arkansas, USA 

Peter Corrigan, University of New England, Australia 

195

Carolyn Costley, University of Waikato, New Zealand 

Patrice Cottet, University of Reims, France 

Elizabeth Crosby, University of Wisconsin - La Crosse, USA 

Oliver Cruz-Milán, University of Texas - Pan American, USA 

Daniele Dalli, University of Pisa, Italy 

Ahmad Daryanto, Lancaster University, UK 

Derick Davis, Virginia Tech, USA 


Helene de Burgh-Woodman, University of Notre Dame, Australia 

Ilona De Hooge, Erasmus University Rotterdam, The Netherlands 


Céline Del Bucchia, Audencia School of Management, France 

Benedict Dellaert, Erasmus University Rotterdam, The Netherlands 

Yoshiko DeMotta, Fairleigh Dickinson University, USA 

Kalpesh K. Desai, State University of New York at Binghamton, USA 

Helene Deval, Dalhousie University, Canada 

Radu-Mihai Dimitriu, Cranfield School of Management, UK 

Claudiu Dimofte, San Diego State, USA 

Delphine Dion, Sorbonne Business School, France 

Eric Dolansky, Brock University, Canada 

Pierre-Yann Dolbec, Schulich School of Business, York University, Canada 

Karolien Driesmans, Katholieke University Leuven, Belgium 

Courtney M. Droms, Butler University, USA 

Katherine Duffy, University of Strathclyde, UK 

Jeffrey Durgee, Rensselaer Polytechnic Institute, USA 

Toni Eagar, Australian National University, Australia 

Jiska Eelen, University of Amsterdam, The Netherlands 

Danit Ein-Gar, Tel Aviv University, Israel 

Ryan Elder, Brigham Young University, USA 


Alet C. Erasmus, University of Pretoria, South Africa 

Francine Espinoza Petersen, European School of Management and Technology, Germany 

Sina Esteky, University of Michigan, USA 

Zachary Estes, Bocconi University, Italy 


R. Adam Farmer, University of Kentucky, USA 

Alexander (Sasha) Fedorikhin, Indiana University, USA 

Reto Felix, University of Monterrey, Mexico 

Karen V. Fernandez, The University of Auckland, New Zealand 

Robert Fisher, University of Alberta, Canada 

Samuel Franssens, London Business School, UK 

Lorraine Friend, University of Waikato, New Zealand 

Jeff Galak, Carnegie Mellon University, USA 

196


Nitika Garg, University of New South Wales, Australia 

Marion Garnier, SKEMA Business School, Univ Lille Nord de France, LSMRC, France 

Aaron Garvey, University of Kentucky, USA 

Claas Christian Germelmann, University of Bayreuth, Germany 

Fateme Ghadami, HEC Montreal, Canada 

Justina Gineikienė, Vilnius University, Lithuania 

Marina Girju, DePaul University, USA 


Pierrick Gomez, Reims Management School and University Paris Dauphine, France 

Dilney Goncalves, IE Business School - IE University, Spain 

Hector Gonzalez-Jimenez, Bradford University, UK 

Miranda Goode, Ivey Business School, Western University, Canada 

Ronald Goodstein, Georgetown University, USA 

Mahesh Gopinath, Old Dominion University, USA 



Andrea Groeppel-Klein, Saarland University, Germany 


Nina Gros, Maastricht University, The Netherlands 

Barbara Gross, California State University, Northridge, USA 

Haodong Gu, University of New South Wales, Australia 

Yangjie Gu, Tilburg University, The Netherlands 


Veronique Guilloux, Universite Paris XII, France 

Young Won Ha, Sogang University, Republic of Korea 

Henrik Hagtvedt, Boston College, USA 

Elina Halonen, University of Turku, Finland 


Jay Handelman, Queen's University, Canada 

Haiming Hang, University of Bath, UK 

Richard Hanna, Northeastern University, USA 

Tracy Harmon, University of Dayton, USA 

Douglas Hausknecht, University of Akron, USA 


Timothy B. Heath, HEC Paris, France 


Wibke Heidig, University of St. Gallen, Switzerland 

Andrea Hemetsberger, University of Innsbruck, Austria 

Kelly B. Herd, Indiana University, USA 

Joel Hietanen, Aalto University School of Economics, Finland 

Diogo Hildebrand, CUNY, USA 

Mark E. Hill, Montclair State University, USA 

197

Elizabeth Hirschman, Rutgers University, USA 

Soonkwan Hong, Michigan Technological University, USA 

Monali Hota, Lille Catholic University, France 

Chun-Kai Tommy Hsu, Old Dominion University, USA 

Ming Hsu, University of California Berkeley, USA 

Yanliu Huang, Drexel University, USA 

Young Eun Huh, Hong Kong University of Science and Technology, Hong Kong, China 

Yu-chen Hung, National University of Singapore, Singapore 

Kenneth F. Hyde, Auckland University of Technology, New Zealand 

Jamie D. Hyodo, Pennsylvania State University, USA 

Sajna Ibrahim, SUNY Binghamton, USA 

Yoel Inbar, Tilburg University, The Netherlands 


Mathew S. Isaac, Seattle University, USA 

Aarti Ivanic, University of San Diego, USA 

Steffen Jahn, University of Goettingen, Germany 

Ahmad Jamal, Cardiff University, UK 

Narayan Janakiraman, University of Texas at Arlington, USA 

Claudia Jasmand, Imperial College London, UK 

Ana Javornik, Università della Svizzera Italiana, Switzerland 

Rama Jayanti, Cleveland State University, USA 

Christina Jerger, Catholic University of Eichstaett-Ingolstadt, Germany 

He (Michael) Jia, University of Southern California, USA 

Napatsorn Jiraporn, State University of New York at New Paltz, USA 

Leslie John, Harvard Business School, USA 

Joshy Joseph, Indian Institute of Management Kozhikode, India 

Annamma Joy, UBC-Okanagan, Canada 

Nikos Kalogeras, Maastricht University, The Netherlands 

Arti Kalro, Shailesh J Mehta School of Management, Indian Institute of Technology Bombay, India 

Bernadette Kamleitner, Vienna University of Economics and Business, Austria 

Sommer Kapitan, University of Texas at San Antonio, USA 

Carol Kaufman-Scarborough, Rutgers University-Camden, USA 

Katie Kelting, University of Arkansas, USA 

Pelin Kesebir, University of Colorado at Colorado Springs, USA 

Sajid Khan, American University of Sharjah, UAE 

Adwait Khare, University of Texas at Arlington, USA 

Blair Kidwell, Ohio State University, USA 

Hae Joo Kim, Wilfrid Laurier University, Canada 


Moon-Yong Kim, Hankuk University of Foreign Studies, Republic of Korea 

Sara Kim, University of Hong Kong, Hong Kong, China 


Youngseon Kim, Central Connecticut State University, USA 

198

Tracey King, Georgia Gwinnett College, USA 

Eva Kipnis, Coventry Business School, UK 

Colleen Kirk, Mount Saint Mary College, USA 

Nadav Klein, University of Chicago, USA 

Rob Kleine, Ohio Northern University, USA 

Ingeborg Kleppe, NHH - Norwegian School of Economic, Norway 

Bruno Kocher, HEC Lausanne, Switzerland 

Nicole Koenig-Lewis, Swansea University, School of Business and Economics, UK 

Joerg Koenigstorfer, Technische Universität München, Germany 

Florian Kohlbacher, German Institute for Japanese Studies (DIJ), Tokyo, Japan 

Monika Koller, University of Innsbruck, Austria 

Gachoucha Kretz, ISC Paris School of Management, France 

Robert Kreuzbauer, Nanyang Technological University, Singapore 


Ann Kronrod, Michigan State University, USA 

Monika Kukar-Kinney, University of Richmond, USA 

Atul Kulkarni, University of Missouri, USA 

Sushant Kumar, Indian Institute of Management, Lucknow, India 

Hsiao-Ching Kuo, University of South Florida, USA 

Dae Hee Kwak, University of Michigan, USA 

Caroline Lacroix, University of Quebec in Montreal, Canada 

Raphaëlle Lambert-Pandraud, ESCP Europe, France 

Jan R. Landwehr, Goethe University Frankfurt, Germany 

Sandra Laporte, HEC Montréal, Canada 

John Lastovicka, Arizona State University, USA 

Robert Latimer, New York University, USA 

Kathryn LaTour, Cornell University, USA 

Kong Cheen Lau, Marketing Institute of Singapore, Singapore 

Tommi Laukkanen, University of Eastern Finland, Finland 

Jaehoon Lee, University of Houston at Clear Lake, USA 

Seung Hwan (Mark) Lee, Colorado State University, USA 

Nikki Lee-Wingate, Fairfield University, USA 

Jing Lei, The University of Melbourne, Australia 

Gail Leizerovici, Western University, Canada 

Marijke C. Leliveld, University of Groningen, The Netherlands 

Siew Meng Leong, National University of Singapore, Singapore 


Eric Levy, University of Cambridge, UK 

Sidney Levy, University of Arizona, USA 

En Li, Central Queensland University, Australia 

Eric Li, University of British Columbia, Canada 

Ye Li, University of California Riverside, USA 

Jianping Liang, Sun Yat-sen University, China 

199

Maria Lichrou, University of Limerick, Ireland 

Theo Lieven, University of St. Gallen, Switzerland 

Lily Lin, California State University Los Angeles, USA 

Andrew Lindridge, The Open University Business School, UK 

Marc Linzmajer, Zeppelin University, Germany 


Richie Liu, Washington State University, USA 

Wendy Liu, UC San Diego, USA 

Yuanyuan Liu, ESSEC Business School, France 

Sara Loughran Dommer, Georgia Tech, USA 

Katherine Loveland, HEC Montreal, Canada 

Fang-Chi Lu, University of Iowa, USA 

Michael Luchs, The College of William and Mary, USA 

Marius K. Luedicke, Cass Business School, City University London, UK 

Renaud Lunardo, KEDGE Business School, France 

Robert Madrigal, University of Oregon, USA 

Adriana Madzharov, Baruch College, USA 

Natalia Maehle, Institute for Research in Economics and Business Administration, Norway 

Virginie Maille, SKEMA Business School, France 

Kelley Main, University of Manitoba, Canada 

Vincent Mak, University of Cambridge, UK 

Igor Makienko, University of Nevada at Reno, USA 

Prashant Malaviya, Georgetown University, USA 

Anne-Flore Maman Larraufie, SémioConsult, Italy 

Danielle Mantovani, Federal University of Parana, Brazil 

Ingrid M. Martin, California State University, Long Beach, USA 

Ted Matherly, Oklahoma State University, USA 

Daniele Mathras, Arizona State University, USA 

Anil Mathur, Hofstra University, USA 

Pragya Mathur, Baruch College, USA 

Gunnar Mau, University of Siegen, Germany 

J. Mark Mayer, Kelley School of Business, Indiana University, USA 

Michael McCarthy, Miami University, USA 

Joanne McNeish, Ryerson University, Canada 


Tomasz Miaskiewicz, University of Colorado, USA 

Katherine L. Milkman, The Wharton School, University of Pennsylvania, USA 

Elizabeth Miller, Universiy of Massachusetts Amherst, USA 

Dong-Jun Min, University of Georgia, USA 

Hyun Jeong Min, Black Hills State University, USA 

Yuko Minowa, Long Island University, USA 

Mauricio Mittelman, Universidad Torcuato Di Tella, Argentina 

Praggyan Mohanty, Governors State University, USA 

200

Risto Moisio, California State University, Long Beach, USA 

Nicole Montgomery, McIntire School of Commerce, University of Virginia 

Sangkil Moon, North Carolina State University, USA 

Elizabeth Moore, University of Notre Dame, USA 

Emily Moscato, Virginia Tech, USA 

Jill Mosteller, Portland State University, USA 

Mehdi Mourali, University of Calgary, Canada 

James Mourey, DePaul University, USA 


Nira Munichor, Hebrew University of Jerusalem, Israel 

Kyle B. Murray, University of Alberta, Canada 

Anish Nagpal, The University of Melbourne, Australia 

Vanisha Narsey, University of Auckland, New Zealand 



Marcelo V. Nepomuceno, ESCP Europe, France 

Sharon Ng Sok Ling, Nanyang Technological University, Singapore 

Leonardo Nicolao, Texas Christian University, USA 

Valeria Noguti, University of Technology Sydney, Australia 


Krittinee Nuttavuthisit, Chulalongkorn University, Thailand 

Douglas Olsen, Arizona State University, USA 

Lars Erling Olsen, Oslo School of Management, Norway 

Massimiliano Ostinelli, University of Wisconsin-Milwaukee, USA 

Laura Oswald, Marketing Semiotics Inc., USA 


Nacima Ourahmoune, Reims Management School, France 

Timucin Ozcan, Southern Illinois University Edwardsville, USA 

Stefano Pace, Kedge Business School, France 

Grant Packard, Laurier School of Business & Economics, Canada 

Neeru Paharia, Georgetown University, USA 


Jun Pang, Renmin University of China, China 

Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands 

Jungkun Park, University of Houston, USA 

Jeffrey Parker, Georgia State University, USA 

Kirsten Passyn, Salisbury University, USA 

Yupin Patarapongsant, SASIN: Chulalongkorn University, Thailand 

Suppakron Pattaratanakun, University of Cambridge, UK 

Alessandro Peluso, University of Salento, Italy 

Adrian Peretz, Oslo School of Management, Norway 

Maria Eugenia Perez, Tecnologico de Monterrey, Mexico 

Andrew W. Perkins, Ivey Business School, Western University 

201

Paula Peter, San Diego State University, USA 

Ivana Petrovic, University of Belgrade, Serbia 

Bruce E. Pfeiffer, University of New Hampshire, USA 

Barbara J. Phillips, University of Saskatchewan, Canada 

Diane M. Phillips, Saint Joseph's University, USA 

Doreen Pick, Freie Universitaet Berlin, Germany 

Marta Pizzetti, Università della Svizzera Italiana, Switzerland 

Jeffrey Podoshen, Franklin and Marshall College, USA 

T. Andrew Poehlman, Southern Methodist University, USA 

Morgan Poor, University of San Diego, USA 

Monica Popa, Edwards School of Business, University of Saskatchewan, Canada 

Sanne Poulsen, University of Otago, New Zealand 

Keiko Powers, MarketShare, USA 

Chloe Preece, King's College London, UK 

Girish Punj, University of Connecticut, USA 


Marina Puzakova, Oregon State University, USA 

Martin Pyle, Queen's University, Canada 

Pingping Qiu, Monash University, Australia 


Priyali Rajagopal, University of South Carolina, USA 

Sekar Raju, Iowa State University, USA 

Brian Ratchford, University of Texas at Dallas, USA 


Martin Reimann, University of Arizona, USA 

Nicholas Reinholtz, Columbia University, USA 

Nancy Ridgway, University of Richmond, USA 

Shannon Rinaldo, Texas Tech University, USA 

Diego Rinallo, Euromed Management, Marseille, France 

Torsten Ringberg, Copenhagen Business School, Denmark 

Scott Roberts, University of the Incarnate Word, USA 

Joseph F. Rocereto, Monmouth University, USA 

Joonas Rokka, Rouen Business School, France 

Marisabel Romero, University of South Florida, USA 

Randall Rose, University of South Carolina, USA 

Sara Rosengren, Stockholm School of Economics, Sweden 

William T. Ross Jr., University of Connecticut, USA 

Rajat Roy, Curtin University, Australia 

Himadri Roy Chaudhuri, Institute of Rural Management Anand/IMI-Kolkata, India 


Ayalla Ruvio, Temple University, USA 



202

Laura Salciuviene, Lancaster University, UK 

Anthony Salerno, University of Miami, USA 

Mukunthan Santhanakrishnan, Idaho State University, USA 

Gaby Schellekens, Radboud University Nijmegen, The Netherlands 

Sharon Schembri, University of Texas - Pan American, USA 


Hanna Schramm-Klein, University of Siegen, Germany 

Jonathan Schroeder, Rochester Institute of Technology, USA 

Heather Schulz, University of Nebraska at Kearney, USA 

Janet Schwartz, Tulane University, USA 

Irene Scopelliti, City University London, UK 

Maura Scott, Florida State University, USA 

Barbara Seegebarth, Technische Universität Braunschweig, Germany 

Anne-Laure Sellier, HEC Paris, France 


Julio Sevilla, University of Georgia, USA 

Eesha Sharma, Dartmouth College, USA 

Gurvinder Singh Shergill, Massey University, New Zealand 

Suzanne Shu, University of California Los Angeles, USA 

Shakeel Siddiqui, Dublin City University, Ireland 

Lawrence Silver, Southeastern Oklahoma State University, USA 

David H. Silvera, University of Texas at San Antonio, USA 

Bonnie Simpson, Western University, Canada 

Anu Sivaraman, University of Delaware, USA 

Hendrik Slabbinck, Ghent University, Belgium 

Laura Smarandescu, Iowa State University, USA 

Kristen Smirnov, University of Alberta, Canada 

Edith G. Smit, University of Amsterdam, The Netherlands 

Michael Smith, Temple University, USA 

Robert Smith, Ohio State University, USA 

Tatiana Sokolova, HEC Paris, France 

Young-A Song, University of Texas at Austin, USA 

Gerri Spassova, Monash University, Australia 

Lara Spiteri Cornish, University of Coventry, UK 

Ashley Stadler Blank, Pennsylvania State University, USA 

Antonios Stamatogiannakis, IE Business School - IE University, Spain 

Laurel Steinfield, University of Oxford, UK 

Yael Steinhart, Tel Aviv University, Israel 

Sascha Steinmann, University of Koblenz, Germany 


Brian Sternthal, Northwestern University, USA 

Jason Stornelli, University of Michigan, USA 

Yuliya Strizhakova, Rutgers University, USA 

203


Ajay Sukhdial, Oklahoma State University, USA 

Chris Summers, Ohio State University, USA 

Aparna Sundar, University of Cincinnati, USA 

Jill Sundie, University of Texas at San Antonio, USA 

Magne Supphellen, Norwegian School of Economics and Business Administration, Norway 

Abigail B. Sussman, University of Chicago-Booth, USA 


Stephen Tagg, Department of Marketing, University of Strathclyde, UK 

Babak Taheri, University of Durham, UK 

Leona Tam, University of Wollongong, Australia 

Chenying (Claire) Tang, Arizona State University, USA 

Felix Tang, Hang Seng Management College, China 

Berna Tari Kasnakoglu, TOBB University of Economics and Technology, Turkey 

David Taylor, Sacred Heart University, USA 

Maneesh Thakkar, Radford University, USA 

Tandy Chalmers Thomas, Queen's University, Canada 

Veronica Thomas, Towson University, USA 

Julie Tinson, University of Stirling, Scotland, UK 

Andrea Tonner, University of Strathclyde, UK 

Rebecca K. Trump, Loyola University, USA 

Yanping Tu, University of Chicago, USA 

Meltem Ture, Bilkent University, Turkey 

Darach Turley, Dublin City University, Ireland 

Rajiv Vaidyanathan, University of Minnesota Duluth, USA 

Beth Vallen, Fordham University, USA 

Ann Veeck, Western Michigan University, USA 

Ricardo Teixeira Veiga, UFMG, Brazil 

Alladi Venkatesh, University of California Irvine, USA 

Meera Venkatraman, Suffolk University, USA 

Julian Vieceli, Swinburne University of Technology, Australia 

Valter Vieira, UC Irvine, USA 

Luca M. Visconti, ESCP Europe, France 

Matteo Visentin, London Business School, UK 

Nanda Viswanathan, Delaware State University, USA 

Peter Voyer, University of Windsor, Canada 

Carla Walter, Universite de Savoie, France 

Fang Wan, University of Manitoba, Canada 

Chen Wang, University of British Columbia, Canada 

Lili Wang, Zhe Jiang University, China 

Paul Wang, University of Technology, Sydney, Australia 

Ze Wang, University of Central Florida, USA 

Ziwei Wang, Guanghua School of Management, Peking University, China 

204

Caleb Warren, Texas A&M University, USA 

Cynthia Webster, Macquarie University, Australia 

Clare Weeden, University of Brighton, UK 

Fei L. Weisstein, University of Texas - Pan American, USA 

Jodie Whelan, Ivey Business School, Western University, Canada 

Tiffany White, University of Illinois at Urbana-Champaign, USA 

William Wilkie, University of Notre Dame, USA 

Elanor Williams, University of California San Diego, USA 

Markus Wohlfeil, Norwich Business School, University of East Anglia, UK 

Jiayun (Gavin) Wu, Savannah State University, USA 

Lan Xia, Bentley University, USA 

Na Xiao, University of Akron, USA 

Guang-Xin Xie, University of Massachusetts Boston, USA 

Richard Yalch, Foster School, University of Washington, USA 

Chun-Ming Yang, Ming Chuan University, Taiwan 

Haiyang Yang, Johns Hopkins University 


Linyun Yang, University of North Carolina, Charlotte, USA 

Sybil Yang, San Francisco State University, USA 


Lilly Ye, Frostburg State University, USA 

Mark Yi-Cheon Yim, Canisius College, USA 

Shaofeng Yuan, Liaoning Technical University, China 


Mujde Yuksel, University of Massachusetts, USA 

Charles Zhang, Boston College, USA 

Dan Zhang, City University of New York, USA 

Jiao Zhang, University of Miami, USA 

Kuangjie Zhang, INSEAD, Singapore 

Ying Zhang, University of Texas at Austin, USA 

Yuhuang Zheng, Tsinghua University, China 

Meng Zhu, Johns Hopkins University, USA 

Mohammadali Zolfagharian, University of Texas - Pan American, USA 

Rami Zwick, University of California Riverside, USA 

Working Papers – Curators 

Josh Ackerman, Massachusetts Institite of Technology, USA 



S. Adam Brasel, Boston College, USA 

Donnel Briley, University of Sydney, Australia 



205





Ashlee Humphreys, Northwestern University, USA 

Uzma Khan, Stanford University, USA 






Sharon Ng, Nanyang Technological University, Singapore 



Julie Ozanne, Virginia Tech, USA 














Working Papers - Reviewers 

Ajay Abraham, University of Maryland, USA 

Utku Akkoç, University of Alberta, Canada 

Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands 

Satoshi Akutsu, Hitotsubashi University, Japan 

Thomas Allard, University of British Columbia, Canada 

Claudio Alvarez, Boston University, USA 

Nelson Amaral, University of Minnesota, USA 

Mikael Andéhn, Haas Berkeley, USA 

Demetra Andrews, IU Northwest, USA 

Susan Andrzejewski, Franklin & Marshall College, USA 

Lalin Anik, Duke University, USA 

Catherine Armstrong Soule, University of Oregon, USA 

Sumitra Auschaitrakul, McGill University, Canada 

206

Tamar Avnet, Yeshiva University, USA 

Aylin Aydinli, London Business School, UK 

Sohyun Bae, Nanyang Technological University, Singapore 

Laurie Balbo, Groupe Sup de Co Montpellier Business School, France 

Ishani Banerji, Georgetown University, USA 

Victor Barger, University of Wisconsin - Whitewater, USA 

Ernest Baskin, Yale University, USA 

Johannes C. Bauer, University of St.Gallen, Switzerland 

Nina Belei, Radboud University Nijmegen, The Netherlands 

Silvia Bellezza, Harvard Business School, USA 

Alessandro Biraglia, University of Leeds, UK 

Maria Blekher, Ben-Gurion University of the Negev, Israel 

Benjamin Boeuf, HEC Montreal, Canada 

Jan Brace-Govan, Monash University, Australia 

Eva Buechel, University of Miami, USA 

Denise Buhrau, Stony Book University, USA 

Olya Bullard, University of Manitoba, Canada 

Marina Carnevale, Fordham University, USA 

Stephanie Carpenter, University of Michigan, USA 

Lisa Cavanaugh, University of Southern California, USA 

Rajdeep Chakraborti, IBS, Hyderabad, India 


Chia-Jung Chang, Chaoyang University of Technology, China 

Swagato Chatterjee, IIM Bangalore, India 

Suzanne Chehayeb Makarem, Virginia Commonwealth University, USA 

Charlene Chen, Columbia University, USA 

Yu-Jen Chen, Lingnan University, Hong Kong, China 

Zoey Chen, Georgia Tech, USA 

Sunmyoung Cho, Yonsei University, Republic of Korea 

Yoon-Na Cho, Villanova University, USA 

Melissa Cinelli, University of Mississippi, USA 

Catherine A. Cole, University of Iowa, USA 

Scott Connors, University of Guelph, Canada 

Laurel Aynne Cook, University of Arkansas, USA 



Sokiente Dagogo-Jack, University of Washington, USA 

Stephan Dahl, University of Hull, UK 

Marlon Dalmoro, Federal University of Rio Grande do Sul, Brazil 

Prakash Das, University of Calgary, Canada 

Scott Davis, Texas A&M University, USA 


Esta Denton, Northwestern University, USA 

207

Shibiao Ding, Ghent University, Belgium 

Pierre-Yann Dolbec, Schulich School of Business, York University, Canada 

Courtney M. Droms, Butler University, USA 

Lea Dunn, University of British Columbia, Canada 

Hristina Dzhogleva, University of Pittsburgh, USA 

Jacqueline Eastman, Georgia Southern University, USA 

Sina Esteky, University of Michigan, USA 

Ioannis Evangelidis, Rotterdam School of Management, Erasmus University, The Netherlands 

Tatiana Fajardo, University of Miami, USA 

Ali Faraji-Rad, Columbia University, USA 

Kris Floyd, University of Texas at Arlington, USA 

Huachao Gao, University of Texas at San Antonio, USA 

Marion Garnier, SKEMA Business School, Univ Lille Nord de France, LSMRC, France 

Alvina Gillani, Cardiff University, UK 

Marina Girju, DePaul University, USA 

Marilyn Giroux, Concordia University, Canada 

Mahesh Gopinath, Old Dominion University, USA 



Elina Halonen, University of Turku, Finland 

Anne Hamby, Virginia Tech, USA 

Sidney Su Han, University of Guelph, Canada 


Johannes Hattula, University of St. Gallen, Switzerland 

Daniel He, Columbia University, USA 

Kelly B. Herd, Indiana University, USA 

Ernest Hoffman, University of Akron, USA 

Chun-Kai Tommy Hsu, Old Dominion University, USA 

Miao Hu, Northwestern University, USA 

Sajna Ibrahim, SUNY Binghamton, USA 

Veronika Ilyuk, Baruch College, USA 

Mazen Jaber, Saginaw Valley State University, USA 

Catherine Janssen, Louvain School of Management, Université Catholique de Louvain, Belgium 

Anna Jansson Vredeveld, University of Connecticut, USA 

Ana Javornik, Università della Svizzera Italiana, Switzerland 

Jennifer Jeffrey, Ivey Business School, Western University, Canada 

Ying Jiang, University of Ontario Institute of Technology, Canada 

Inga Jonaityte, Ca' Foscari University of Venice, Italy 

Jae Min Jung, California State Polytechnic University, USA 


Nikos Kalogeras, Maastricht University, The Netherlands 

Sommer Kapitan, University of Texas at San Antonio, USA 

Selcan Kara, University of Connecticut, USA 

208

Elizabeth Keenan, UC San Diego, USA 

Aekyoung Kim, University of Texas at San Antonio, USA 

Eunjin Kim, University of Missouri, USA 

James Kim, University of Maryland, USA 


Jeffrey Kim, SKKU, Republic of Korea 

Jongmin Kim, Singapore Management University, Singapore 

Moon-Yong Kim, Hankuk University of Foreign Studies, Republic of Korea 

Tom Kim, University of Maryland, USA 


Youngseon Kim, Central Connecticut State University, USA 

Colleen Kirk, Mount Saint Mary College, USA 

Nadav Klein, University of Chicago, USA 

Maria Kniazeva, University of San Diego, USA 

Leslie Koppenhafer, University of Oregon, USA 

Isabella Maria Kopton, Zeppelin University, Germany 

Ben Kozary, University of Newcastle, Australia 

Alexander J. Kull, University of South Florida, USA 

JaeHwan Kwon, University of Iowa, USA 

Mina Kwon, University of Illinois, USA 

Robert Latimer, New York University, USA 

Jaehoon Lee, University of Houston at Clear Lake, USA 

Sae Rom Lee, Pennsylvania State University, USA 

Yun Lee, Virginia State University, USA 

Marijke C. Leliveld, University of Groningen, The Netherlands 

Christophe Lembregts, Ghent University, Belgium 

Sara Leroi-Werelds, Hasselt University, Belgium 

En Li, Central Queensland University, Australia 


Yuanrui Li, University of California Riverside, USA 

Jianping Liang, Sun Yat-sen University, China 

Chien-Wei (Wilson) Lin, Binghamton University-State University of New York, USA 

MengHsien (Jenny) Lin, Iowa State University, USA 

Tyrha M. Lindsey, Rutgers University, USA 

Marc Linzmajer, Zeppelin University, Germany 

Monika Lisjak, Rotterdam School of Management, Erasmus University, The Netherlands 

Fan Liu, University of Central Florida, USA 


Richie Liu, Washington State University, USA 

Lauren Louie, University of California Irvine, USA 

Jingjing Ma, Northwestern University, USA 

Weixing Ma, University of Houston, USA 

Andre Maciel, University of Arizona, USA 

209

Adriana Madzharov, Baruch College, USA 

Virginie Maille, SKEMA Business School, France 

Igor Makienko, University of Nevada at Reno, USA 

Annelies Marechal, Ghent University, Belgium 

Lorraine M. Martinez-Novoa, University of North Carolina, USA 

Chrissy Martins, Iona College, USA 

Gunnar Mau, University of Siegen, Germany 

Frank May, University of South Carolina, USA 

J. Mark Mayer, Kelley School of Business, Indiana University, USA 

James Mead, University of Kentucky, USA 

Hillary Mellema, Kent State University, USA 

Philippe Merigot, INSEEC Paris, France 

Elizabeth Minton, University of Oregon, USA 

Mauricio Mittelman, Universidad Torcuato Di Tella, Argentina 

Gaelle Moal-Ulvoas, France Business School, France 

Alice Moon, University of California Berkeley, USA 

Nora Moran, Virginia Tech, USA 

Emily Moscato, Virginia Tech, USA 

Dilip Mutum, Coventry University Business School, UK 

Jae-Eun Namkoong, The University of Texas at Austin, USA 

Gia Nardini, University of Florida, USA 

Vanisha Narsey, University of Auckland, New Zealand 

Elina Närvänen, University of Tampere, Finland 

Marcelo V. Nepomuceno, ESCP Europe, France 

Kevin Newman, University of Arizona, USA 

Ed O'Brien, University of Michigan, USA 

Lale Okyay-Ata, Koç University, Turkey 

Jenny Olson, University of Michigan, USA 

Ashley Otto, University of Cincinnati, USA 

Jessica Outlaw, UC San Diego, USA 

Timucin Ozcan, Southern Illinois University Edwardsville, USA 

Hyun Young Park, China Europe International Business School, China 

Joowon Park, Cornell University, USA 

Jooyoung Park, University of Iowa, USA 

Suppakron Pattaratanakun, University of Cambridge, UK 

Adrian Peretz, Oslo School of Management, Norway 


Nguyen Pham, Arizona State University, USA 

Matthew Philp, Queen's University, Canada 

Meghan Pierce, Pontificia Universidad Católica de Chile, Chile 

Dante M. Pirouz, Ivey Business School, Western University, Canada 

T. Andrew Poehlman, Southern Methodist University, USA 

Alexandra Polyakova, Bocconi University, Italy 

210

Monica Popa, Edwards School of Business, University of Saskatchewan, Canada 

Deidre Popovich, Emory University, USA 

Keiko Powers, MarketShare, USA 

Simon Quaschning, Ghent University, Belgium 


Tracy Rank-Christman, Rutgers University, USA 

Brian Ratchford, University of Texas at Dallas, USA 

Suzanne Rath, Queens University, Canada 

Nicole Robitaille, University of Toronto, Canada 

Scott Roeder, University of California Berkeley, USA 

Spencer Ross, UMass-Amherst, USA 

Caroline Roux, Northwestern University, USA 

Melanie Rudd, University of Houston, USA 

Cecilia Ruvalcaba, University of California Irvine, USA 

Silvia Saccardo, University of California San Diego, USA 

Christina Saenger, University of Tennessee at Martin, USA 

Stefanie Salmon, Marketing Department, Utrecht University, The Netherlands 

Minita Sanghvi, University of North Carolina, Greensboro, USA 

Jennifer Savary, Yale University, USA 

Dan Schley, Ohio State University, USA 

Juliana Schroeder, University of Chicago, USA 


Avni Shah, Duke University, USA 

Daniel Sheehan, Georgia Tech, USA 

Laura Smarandescu, Iowa State University, USA 

Kristen Smirnov, University of Alberta, Canada 

Sandra D. Smith, University of Auckland, New Zealand 

Kamila Sobol, York University, Canada 

Young-A Song, University of Texas at Austin, USA 


Ashley Stadler Blank, Pennsylvania State University, USA 

Jason Stornelli, University of Michigan, USA 


Chris Summers, Ohio State University, USA 

Yixia Sun, Chinese University of Hong Kong, Hong Kong, China 

Katie Swanson, Manchester Business School, The University of Manchester 


Babak Taheri, University of Durham, UK 




Ali Tezer, Concordia University, Canada 

Kevin Thomas, University of Texas at Austin, USA 

211

Ding Tian, University of Alberta, Canada 

Andrea Tonner, University of Strathclyde, UK 

Ke (Christy) Tu, University of Alberta, Canada 

Beth Vallen, Fordham University, USA 

Peter Voyer, University of Windsor, Canada 

Monica Wadhwa, INSEAD, Singapore 

Fang Wan, University of Manitoba, Canada 

Jing Wan, University of Toronto, Canada 

ShihChing Wang, Temple University, USA 

Tingting Wang, Hong Kong University of Science and Technology, Hong Kong, China 

Elizabeth Webb, UCLA, USA 

Christian Weibel, University of Bern, Switzerland 

Liad Weiss, University of Wisconsin - Madison, USA 

Andrew White, Arizona State University, USA 

Tifani Wiyanto, Queensland University of Technology, Australia 

Yi-Chia Wu, University of Texas - Pan American, USA 

Adelle Xue Yang, University of Chicago, USA 

Chun-Ming Yang, Ming Chuan University, Taiwan 


Mark Yi-Cheon Yim, Canisius College, USA 

Sunyee Yoon, University of Wisconsin-Madison, USA 


Meng Zhu, Johns Hopkins University, USA 

Film Festival - Reviewers 



Carolyn Costley, University of Waikato, New Zealand 

Lorraine Friend, University of Waikato, New Zealand 



Joel Hietanen, Aalto University School of Economics, Finland 

Ingeborg Kleppe, NHH - Norwegian School of Economic, Norway 

Maria Kniazeva, University of San Diego, USA 



Laura Oswald, Marketing Semiotics Inc., USA 

Maria Eugenia Perez, Tecnologico de Monterrey, Mexico 


Diego Rinallo, Euromed Management, Marseille, France 

Joonas Rokka, Rouen Business School, France 

Sharon Schembri, University of Texas - Pan American, USA 

John Sherry, University of Notre Dame, USA 

212

Shakeel Siddiqui, Dublin City University, Ireland 

Gulnur Tumbat, San Francisco State University, USA 


Cynthia Webster, Macquarie University, Australia 

Markus Wohlfeil, Norwich Business School, University of East Anglia, UK 

Award Committee - Nicosia Award for Best Competitive Paper 

Stijn van Osselaer, Cornell University, USA 

Barbara Kahn, University of Pennsylvania, USA 

Kent Grayson, Northwestern University, USA 

Award Committee - Best Working Paper 


Shane Frederick, Yale University, USA 

Page Moreau, University of Colorado Boulder, USA 

Co-chairs – Doctoral Symposium 



Co-chairs – Mid-Career Mentorship Program 


Jonathan Levav, Stanford University, USA 

Co-chairs – Working Papers 

Leonard Lee, Columbia University, USA 

Wendy Liu, University of California San Diego, USA 

Co-chairs – Film Festival 

Marylouise Caldwell, University of Sydney, Australia 

Paul Henry, University of Sydney, Australia 

Co-chairs – Perspectives, Roundtables, and Workshops 



Co-chairs – Entertainment Committee 



Leif Nelson, University of California Berkeley, USA 


213

A 

Aaker 

Jennifer ................................ 42, 133 

Abdul-Ghani 

Eathar ........................................ 193 

Abraham 

Ajay ........................................... 206 

Acquisti 

Alessandro ............................. 35, 58 

Adaval 

Rashmi .......... 56, 93, 149, 186, 189 

Addoum 

Jawad M. ..................................... 63 

Adjerid 

Idris ............................................. 35 

Agarwal 

James ........................................... 97 

Aggarwal 

Pankaj ............................ 34, 35, 189 

Aghakhani 

Hamed ......................................... 74 

Agrawal 

Nidhi ........................................... 51 

Richa ................................... 15, 129 

Ahluwalia 

Rohini ........................................ 190 

Ahmed 

Tanvir ........................................ 193 

Ahn 

Hee-Kyung .................................. 60 

Hongmin ..................... 95, 123, 193 

Regina ......................................... 87 

Akhgari 

Mehdi .......................................... 74 

Akhtar 

Omair ........................................ 145 

Akkoç 

Utku ................... 112, 120, 193, 206 

Akpinar 

Ezgi ................................... 170, 206 

Akutsu 

Satoshi ................................. 91, 206 

Albinsson 

Pia A. ......................................... 123 

Albrecht 

Carmen-Maria ........................... 183 

Albright 

Tiffany ................................. 16, 131 

Alemany 

Mathieu O. ................................ 150 

Alexander 

David ............................. 44, 74, 193 

Alkayyali 

Ranam ......................................... 55 

Allard 

Thomas .......................... 35, 51, 206 

Author Index 

Allen 

Alexis ........................................ 168 

BJ 29 

Chris T. ..................................... 144 

Alter 

Adam ......................................... 190 

Althuizen 

Niek ............................................. 27 

Alvarez 

Claudio ...................... 142, 193, 206 

Amano 

Emiko .......................................... 87 

Amar 

Jennifer ..................................... 193 

Amaral 

Nelson ............................... 148, 206 

Amir 

On ............................................... 43 

Anand Keller 

Punam ....................................... 175 

Andéhn 

Mikael ....................................... 206 

Anderson 

Laurel .................................. 60, 168 

Andrade 

Eduardo ............................. 140, 189 

Andreasen 

Alan ............................................. 60 

Andrews 

Demetra ............................. 103, 206 

Andrzejewski 

Susan ......................................... 206 

Ang 

Tyson ........................................ 115 

Angle 

Justin W. ................................... 144 

Angulo 

Ashley N. .................................... 63 

Anik 

Lalin ............................ 33, 193, 206 

Anthony 

Christina I. .......................... 67, 193 

Aquino 

Karl ............................................. 57 

Arcand 

Manon ....................................... 193 

Argo 

Jennifer .. 61, 75, 85, 101, 117, 120, 

122, 157, 169, 189 

Ariely 

Dan ...................................... 54, 137 

Armstrong Soule 

Catherine ........................... 109, 206 

Armstrong-Soule 

Catherine ................................... 142 

Arnould 

214 

Eric ............................................. 60 

Aroean 

Lukman ....................................... 26 

Arsel 

Zeynep ...................................... 189 

Ashworth 

Laurence ....................... 36, 77, 120 

Atlas 

Stephen ............................... 40, 193 

Auschaitrakul 

Sumitra...................... 106, 193, 206 

Austin 

Caroline Graham ................. 17, 160 

Avery 

Jill ............................................... 24 

Avnet 

Tamar ................................ 190, 207 

Ayal 

Shahar ....................................... 193 

Aydinli 

Aylin ................................. 193, 207 

B 

Bae 

Sohyun ...................................... 207 

Baeck 

Sunmee ....................................... 79 

Baert 

Stefanie ..................................... 122 

Bagchi 

Rajesh ............... 28, 65, 66, 68, 190 

Bahnson 

Sara ........................................... 125 

Bailey 

Ainsworth A ............................. 194 

Bajger 

Allison ...................................... 134 

Baker 

Stacey.......................................... 60 

Tom ........................................... 134 

Bakir 

Aysen ........................................ 194 

Balbo 

Laurie ........................................ 207 

Balcetis 

Emily ........................................ 145 

Ballantine 

Paul W. ..................................... 194 

Bambauer-Sachse 

Silke .......................................... 194 

Banerji 

Ishani ........................................ 207 

Banker 

Sachin ......................................... 47 

Barakshina 

Tatiana ........................................ 92 

Barasch

Alixandra ......................... 20, 33, 42 

Bardhi 

Fleura ........................................ 194 

Barger 

Victor ................................ 117, 207 

Barnhart 

Michelle .................................... 194 

Barra 

Cristobal .................................... 108 

Bart 

Yakov ........................................ 159 

Bartels 

Daniel .................. 40, 155, 172, 190 

Baskin 

Ernest ........................ 180, 181, 207 

Basu 

Shankha ..................................... 152 

Batat 

Wided .................................. 91, 194 

Batra 

Rajeev ......................................... 40 

Rishtee ......................................... 44 

Bauer 

Johannes C. ....................... 100, 207 

Baumeister 

Roy F. ........................................ 177 

Baumgartner 

Hans .................................... 24, 190 

Bayuk 

Julia ..................................... 60, 194 

Beal 

Daniel .......................................... 80 

Bearden 

William O. ......................... 137, 151 

Bechara 

Antoine ...................................... 160 

Bechkoff 

Jennifer ...................................... 194 

Beck 

Joshua .......................................... 67 

Belei 

Nina ................................... 113, 207 

Belk 

Russell ................... 45, 71, 184, 185 

Bellezza 

Silvia ......................................... 207 

Bellman 

Steven ........................................ 194 

Bennett 

Aronte ....................................... 194 

Bennington 

Andrew ...................................... 115 

Benson 

Benson ....................................... 130 

Conor ........................................... 17 

Bentley 

Kara ............................................. 97 

Beran 

Michael ..................................... 108 

Berger 

Jonah . 33, 43, 52, 61, 150, 169, 190 

Berman 

Jonathan ................ 20, 42, 165, 194 

Bernritter 

Stefan F. .................................... 124 

Bertilsson 

Jon ............................................... 38 

Bertini 

Marco ................................ 190, 194 

Beruchashvili 

Mariam ...................................... 194 

Bettany 

Shona .......................................... 78 

Bettman 

Jim ....................... 44, 133, 175, 189 

Beukeboom 

Camiel ....................................... 176 

Bhargave 

Rajesh ........................... 21, 67, 139 

Bhatnagar 

Namita ....................................... 194 

Bhattacharjee 

Amit .......................................... 136 

Bhopal 

Anoop ......................................... 55 

Bierhoff 

Hans-Werner ............................... 27 

Bilgin 

Baler .......................................... 194 

Billeter 

Darron ....................................... 194 

Binning 

Kevin R. ...................................... 23 

Biraglia 

Alessandro ................ 150, 194, 207 

Biswas 

Abhijit ....................................... 194 

Dipayan ............... 30, 171, 172, 194 

Blair 

Sean ........................................... 194 

Blanchard 

Simon J. .................................... 194 

Blekher 

Maria ......................................... 207 

Blijlevens 

Janneke ..................................... 194 

Block 

Lauren ................... 79, 93, 135, 191 

Blum 

Friederike .................................. 102 

Bockenholt 

Ulf ..................................... 145, 146 

Bode 

Matthias .................................... 194 

Bodur 

H. Onur ..................................... 106 

Boettger 

Tim ............................................ 119 

Boeuf 

Benjamin ..................... 72, 194, 207 

215 

Bogaerts 

Tess ............................................. 29 

Boland 

Wendy Attaya ................... 163, 194 

Bollinger 

Bryan ........................................ 164 

Bolton 

Lisa E. ............... 132, 142, 161, 194 

Bond 

Samuel ........................ 97, 141, 194 

Bone 

Sterling...................................... 168 

Bonezzi 

Andrea .................... 18, 54, 59, 194 

Bonnin 

Gaël ............... 19, 29, 124, 194, 212 

Borges 

Adilson................ 99, 126, 173, 194 

Borghini 

Stefania ..................................... 194 

Bornemann 

Torsten ...................................... 183 

Bosmans 

Anick ........................................ 194 

Botner 

Keith ..................................... 69, 70 

Botti 

Simona ............................ 39, 42, 62 

Boujena 

Othman ..................................... 194 

Bove 

Liliana ....................................... 160 

Bowman 

Nicholas .................................... 123 

Brace-Govan 

Jan ..................................... 194, 207 

Bradford 

Tonya Williams ........................ 189 

Brady 

Michael ..................................... 139 

Brandimarte 

Laura ..................................... 57, 58 

Brasel 

S. Adam .................................... 194 

Bravo 

Rafael ........................................ 194 

Brendl 

C. Miguel .................................. 190 

Miguel ....................................... 144 

Brick 

Danielle ....................................... 33 

Briers 

Barbara ........................ 53, 141, 189 

Briley 

Donnel ........................................ 19 

Brinberg 

David .......................... 28, 114, 174 

Britton 

Julie Edell ................................. 194 

Broderick

Anne J. ...................................... 194 

Broniarczyk 

Susan ........................................... 68 

Brough 

Aaron R. .................................... 194 

Brown 

Christina .................................... 173 

Brucks 

Merrie .................... 57, 60, 163, 191 

Brügger 

Adrian ....................................... 112 

Brunk 

Katja H. ..................... 146, 147, 194 

Bruyneel 

Sabrina .................. 30, 31, 109, 191 

Bublitz 

Melissa ...................................... 194 

Buechel 

Eva .................................... 134, 207 

Buhrau 

Denise ............................... 194, 207 

Bui 

My ............................................... 96 

Bullard 

Olya ................................... 195, 207 

Burgers 

Christian .................................... 176 

Burroughs 

Jim ............................................. 186 

Burson 

Katherine ............................. 53, 189 

Butterfield 

Max ........................................... 166 

Büttner 

Oliver B. ............................ 113, 195 

C 

Caldara 

Cindy ......................................... 117 

Caldwell 

Marylouise ................................ 185 

Cameron 

Yuri ........................................... 195 

Camou Viacava 

Juan José ................................... 107 

Campbell 

Margaret .................................... 191 

Norah ................... 17, 129, 195, 212 

Troy ............................................. 54 

Cantu 

Stephanie ................................... 177 

Cappellini 

Benedetta ........................... 184, 195 

Carlson 

Jeffrey R. ..................................... 96 

Les ............................................. 195 

Carnevale 

Marina ................. 79, 113, 195, 207 

Carpenter 

Gregory S. ................................. 138 

Stephanie ..................... 66, 195, 207 

Carrillat 

François A. .................................. 72 

Caruso 

Eugene M. ................................. 177 

Carvalho 

Sergio ........................................ 195 

Caselli 

Richard J. .................................. 168 

Cassinger 

Cecilia ....................................... 195 

Castro 

Iana ........................................... 195 

Catlin 

Jesse .......................................... 195 

Cauberghe 

Veroline ...................................... 70 

Cavanaugh 

Lisa ........................................... 207 

Cegarra-Navarro 

Juan-Gabriel .............................. 124 

Chabowski 

Brian ......................................... 146 

Chabris 

Christopher .................................. 62 

Chakraborti 

Rajdeep ............................. 195, 207 

Chakravarti 

Amitav .......................... 21, 67, 191 

Chan 

Elaine ................................ 141, 191 

Elisa .......................................... 195 

Eugene .............. 158, 169, 195, 207 

Chance 

Zoë ............................................ 136 

Chandon 

Pierre ................. 154, 164, 173, 175 

Chandon Ince 

Elise .................................... 66, 191 

Chang 

Chia-Jung .................................. 207 

Chiu-chi Angela ................ 102, 195 

Connie ....................................... 195 

Hannah ...................................... 191 

Hua ...................................... 98, 195 

Joseph W. ............................ 81, 195 

Chao 

Melody M. ................................ 103 

Chaplin 

Lan ............................................ 155 

Chartrand 

Tanya .................................. 33, 180 

Chatterjee 

Patrali ........................................ 195 

Subimal ..................................... 195 

Swagato ..................................... 207 

Chattopadhyay 

Amitava ................. 50, 77, 157, 191 

Chavez 

Noel ............................................. 28 

Chaxel 

216 

Sophie ................................. 59, 195 

Cheatham 

Lauren ....................................... 137 

Chebat 

Jean-Charles .............................. 168 

Cheema 

Amar ......................................... 190 

Chehayeb Makarem 

Suzanne ..................................... 207 

Chen 

Annie .................................. 75, 101 

Bo 27, 195 

Charlene .............................. 25, 207 

Fangyuan ...................... 55, 56, 195 

Haipeng (Allan) ........................ 191 

Jie 27 

Lillian........................................ 173 

Mei-Kuang .................................. 98 

Rocky Peng ................................. 56 

Rongjuan ................................... 195 

Serena ......................................... 39 

Wei-Fen ...................................... 89 

Xiaoye ......................................... 83 

Yi-Ling ..................................... 109 

Yu-Jen ....................... 149, 150, 207 

Yu-Ping ..................................... 159 

Zengxiang ................................... 78 

Zhansheng ................................. 177 

Zoey .................................. 195, 207 

Cheng 

Andong ....................................... 86 

Shirley Y. Y. ..................... 103, 115 

Shu-Fang ................................... 102 

Yin-Hui ....................................... 98 

Cherchye 

Laurens ..................................... 109 

Cherrier 

Helene ....................................... 195 

Chinchanachokchai 

Sydney ...................................... 195 

Chitakunye 

Pepukayi ................. 72, 87, 88, 123 

Chiweshe 

Nigel ........................................... 87 

Chladek 

Anja ............................................ 69 

Chmielewski-Raimondo 

Danielle ..................................... 160 

Cho 

Cecile ........................................ 195 

Eunice Kim ............................... 191 

Eunji ........................................... 73 

Hyewon ....................................... 80 

Sunmyoung ....................... 195, 207 

Yoon-Na ..................... 92, 103, 207 

Young Ik ..................................... 28 

Chowdhury 

Tilottama G. ................................ 70 

Chronis 

Athinodoros .............................. 195

Chu 

Maggie Y. ................................... 39 

Chuang 

Shih-Chieh .................................. 98 

Chun 

HaeEun Helen ........................... 195 

Chung 

Jaeyeon ........................................ 76 

Miri ..................................... 79, 183 

Sunghun .................................... 195 

Cian 

Luca ........................................... 195 

Cinelli 

Melissa ...................... 171, 195, 207 

Claudy 

Marius ....................................... 160 

Claus 

Bart ............................................ 195 

Cléret 

Baptiste ............................... 16, 130 

Coelho do Vale 

Rita ............................................ 195 

Cohen 

Adam B. .................................... 125 

Cole 

Catherine A. ...................... 195, 207 

Coleman 

Catherine A. ................................ 26 

Sian ........................................... 127 

Compeau 

Larry .......................................... 195 

Conard 

Jacqueline (Jax) ......................... 195 

Connell 

Paul ............................. 60, 163, 195 

Connors 

Scott .......................................... 207 

Conroy 

Denise ....................................... 127 

Consiglio 

Irene .......................................... 148 

Cook 

Laurel Aynne ............. 111, 195, 207 

Cooke 

Alan D. ...................................... 191 

Cornelis 

Erlinde ......................................... 70 

Cornil 

Yann .................. 154, 159, 164, 207 

Corrigan 

Peter .......................................... 195 

Corus 

Canan ................................ 114, 174 

Costa Pinto 

Diego ......................... 126, 173, 207 

Costley 

Carolyn .............................. 196, 212 

Côté-Hamel 

Maryse ......................................... 91 

Cotte 

June ..................... 59, 126, 163, 191 

Cottet 

Patrice ....................................... 196 

Coulter 

Keith ........................................... 73 

Robin A. ...................................... 57 

Cowart 

Kelly ........................................... 76 

Cowley 

Elizabeth ............................. 67, 191 

Craciun 

Georgiana .................................... 96 

Craig 

Adam ......................................... 117 

Critcher 

Clayton ...................................... 120 

Crockett 

David ................................... 45, 189 

Cronley 

Maria L ..................................... 162 

Crosby 

Elizabeth ........................... 135, 196 

Cross 

Samantha ................................... 163 

Cruz-Milán 

Oliver ........................................ 196 

Cryder 

Cynthia .................... 40, 42, 50, 191 

Cui 

Nan ............................................ 108 

Cunha Jr. 

Marcus ........................ 67, 144, 189 

Cutright 

Keisha M. ............................ 98, 134 

D 

Dagogo-Jack 

Sokiente .............................. 45, 207 

Dahl 

Darren ................. 93, 157, 186, 189 

Stephan ............................. 150, 207 

Dai 

Hengchen .................................. 164 

Xianchi ........................ 22, 137, 191 

Yifan ........................................... 47 

Dalli 

Daniele ...................................... 196 

Dalmoro 

Marlon ....................................... 207 

Dalton 

Amy N. ....................... 66, 178, 189 

Brittney ................................. 48, 50 

Dannewald 

Till ............................................. 157 

Danziger 

Shai ........................................... 176 

Darke 

Peter .................................. 120, 191 

Darmody 

Aron .......................................... 184 

Daryanto 

217 

Ahmad ...................................... 196 

Das 

Prakash........................ 97, 122, 207 

d'Astous 

Alain ........................................... 72 

Daugherty 

Terry ......................................... 170 

Davis 

Brennan ............................... 60, 141 

Cassandra .................................. 100 

Derick ....................................... 196 

Scott ............................ 49, 143, 207 

De Angelis 

Matteo ........................... 54, 59, 196 

de Bellis 

Emanuel .............................. 27, 162 

de Burgh-Woodman 

Helene ....................................... 196 

De Hooge 

Ilona .......................................... 196 

De Langhe 

Bart ........................................... 189 

De Neve 

Jan-Emmanuel .................... 63, 165 

De Pelsmacker 

Patrick ......................................... 70 

De Rock 

Bram ......................................... 109 

de Ruyter 

Ko ............................................. 154 

De Valck 

Kristine ..................................... 135 

DeBerry-Spence 

Benet ..................... 60, 71, 196, 207 

Decrop 

Alain ................................... 15, 130 

DeFault 

Beth ........................................... 184 

Del Bucchia 

Céline ........................................ 196 

Dellaert 

Benedict .................................... 196 

Dellande 

Stephanie .................................... 38 

DelPriore 

Danielle ..................................... 166 

DeMotta 

Yoshiko ............................... 34, 196 

Dempsey 

Melanie ..................................... 180 

Denburg 

Natalie L. .................................. 159 

Deng 

Xiaoyan ....................................... 19 

Denton 

Esta ..................................... 68, 207 

DePaoli 

Alexander .................................. 109 

Derera 

Evelyn ......................................... 72

Desai 

Kalpesh K. ......................... 137, 196 

Desrochers 

Debra ......................................... 150 

Deval 

Helene ............................... 162, 196 

DeVoe 

Sanford E. ................................. 136 

Dewey 

Susan ......................................... 156 

Dewhirst 

Timothy ....................................... 99 

Dewitte 

Siegfried ................ 31, 51, 109, 191 

Dhar 

Ravi ..................... 18, 25, 48, 51, 64 

Dholakia 

Utpal ............................................ 42 

Di Muro 

Frabrizio .................................... 162 

Diamantopoulos 

Adamantios ................................. 38 

Dickert 

Stephan ........................................ 84 

Diehl 

Kristin ............................... 173, 189 

Dimitriu 

Radu-Mihai ............................... 196 

Dimofte 

Claudiu .......................... 28, 65, 196 

Ding 

Shibiao ...................................... 208 

Dion 

Delphine .................................... 196 

Dobscha 

Susan ........................................... 68 

Dolansky 

Eric ............................................ 196 

Dolbec 

Pierre-Yann ......... 88, 122, 196, 208 

Dommer 

Sara ............................................. 89 

Donato 

Carmen ........................................ 39 

Dong 

Ping ............................................. 41 

Dorn 

Michael ..................................... 112 

Dou 

Wenyu ......................... 95, 107, 124 

Douris 

Olivija ................................. 17, 130 

Downs 

Julie ........................................... 101 

Driesmans 

Karolien ..................................... 196 

Drolet Rossi 

Aimee .................................. 41, 191 

Droms 

Courtney M. ................ 96, 196, 208 

Du Plessis 

Christilene ................................... 54 

Dube 

Laurette ......................... 82, 83, 159 

Dubois 

David ............................. 54, 59, 191 

Duclos 

Rod ............................................ 178 

Duff 

Brittany ........................... 77, 81, 87 

Duffy 

Katherine ............................. 71, 196 

Duhachek 

Adam ..................................... 51, 67 

Dumitrescu 

Claudia ...................................... 179 

Dunn 

Lea .............................. 45, 180, 208 

Durante 

Kristina M. .............. 29, 30, 88, 177 

Durgee 

Jeffrey ....................................... 196 

Dzhogleva 

Hristina ....................... 36, 175, 208 

E 

Eagar 

Toni ........................................... 196 

Eastman 

Jacqueline .......................... 105, 208 

Ebert 

Jane ........................................... 191 

Eelen 

Jiska .......................................... 196 

Egan-Wyer 

Carys ........................................... 38 

Ein-Gar 

Danit ..................... 30, 31, 183, 196 

Einwiller 

Sabine ......................................... 82 

Ekebas-Turedi 

Ceren ........................................... 82 

Elder 

Ryan .................................... 60, 196 

Ellingsen 

Matthew ...................................... 71 

Elsen 

Millie ......................................... 138 

Elshout 

Maartje ........................................ 59 

Emontspool 

Julie ........................................... 147 

Engeler 

Isabelle ........................................ 37 

Epp 

Amber ....................... 184, 190, 196 

Erasmus 

Alet C. ............................... 126, 196 

Ertimur 

Burcak ......................................... 86 

Espinoza Petersen 

218 

Francine .................................... 196 

Esteky 

Sina ................................... 196, 208 

Estes 

Zachary ..................................... 196 

Etkin 

Jordan...... 32, 33, 63, 180, 181, 196 

Evangelidis 

Ioannis ...................... 158, 184, 208 

Evans 

Francesca .................................... 72 

Evers 

Ellen ............................................ 48 

Ewing 

Douglas R. ........................ 144, 162 

F 

Fajardo 

Tatiana ...................................... 208 

Faraji-Rad 

Ali ............................................. 208 

Farmer 

R. Adam .................................... 196 

Faro 

David .................................. 62, 189 

Fatemi 

Hajar ........................................... 82 

Fedorikhin 

Alexander (Sasha) ............... 60, 196 

Feiereisen 

Stephanie .......................... 135, 163 

Feinberg 

Fred ............................................. 32 

Felix 

Reto ........................................... 196 

Fennell 

Patrick ....................................... 118 

Fennis 

Bob M. ...................................... 107 

Fernandez 

Karen V. .................................... 196 

Fernbach 

Philip M. ............................. 21, 165 

Ferraro 

Rosellina ................................... 191 

Ferrer 

Rebecca ....................................... 23 

Festjens 

Anouk ......................................... 31 

Fields 

Ziska ........................................... 87 

Figueiredo 

Bernardo ............................. 17, 129 

Finkelstein 

Stacey........................................ 163 

Finnel 

Stephanie .............................. 56, 57 

Firat 

A. Fuat ...................................... 182 

Fischer 

Eileen ................ 136, 184, 186, 189

Fishbach 

Ayelet ........................................ 174 

Fisher 

Robert ................................ 112, 196 

Fitzsimons 

Gavan ............ 33, 60, 133, 143, 189 

Grainne ........................................ 33 

Florack 

Arnd ...................... 69, 84, 113, 172 

Floyd 

Kris ............................................ 208 

Folkes 

Valerie ....................................... 153 

Fombelle 

Paul W. .............................. 101, 168 

Forcum 

Lura ............................................. 45 

Forehand 

Mark .......................... 144, 178, 191 

Foreman 

Jeff............................................... 76 

Fournier 

Susan ................................... 40, 142 

Fox 

Craig ............................................ 21 

Frank 

Douglas H. .................................. 53 

Fransen 

Marieke ....................................... 78 

Franssens 

Samuel ....................................... 196 

Frederick 

Shane ................................... 62, 155 

French 

Maria ......................................... 105 

Friend 

Lorraine ............................. 196, 212 

Friese 

Malte ......................................... 172 

Fujikawa 

Yoshinori ..................................... 91 

Fung 

Janice ........................................... 81 

Furchheim 

Pia ............................................. 179 

G 

Gabl 

Sabrina ...................................... 182 

Gal 

David ........................... 36, 137, 189 

Galak 

Jeff............................................. 196 

Galinsky 

Adam D. .................................... 145 

Galli 

Maria ......................................... 149 

Gallo 

Iñigo .................... 59, 153, 169, 197 

Galvin 

John ........................................... 173 

Gao 

Huachao .............................. 91, 208 

Leilei ................... 48, 157, 158, 191 

Garaus 

Marion ....................................... 161 

Garbinsky 

Emily ......................................... 133 

Garcia 

Stephen ....................................... 36 

Gardner 

Meryl P. ...................................... 60 

Garg 

Nitika .................................. 51, 197 

Garnier 

Marion ............................... 197, 208 

Garretson Folse 

Judith Anne ............................... 118 

Garvey 

Aaron ................................ 132, 197 

Gaustad 

Tarje ............................................ 81 

Gerard 

Jessica ....................................... 117 

Germelmann 

Claas Christian .......................... 197 

Gershoff 

Andrew D. ......................... 151, 189 

Geskens 

Kristof ....................................... 138 

Geuens 

Maggie ................................ 95, 108 

Geyskens 

Kelly ......................................... 154 

Ghadami 

Fateme ....................................... 197 

Ghoshal 

Tanuka ........................................ 44 

Giblin 

Michael ............................... 92, 119 

Gibson 

Bryan ......................................... 144 

Giesler 

Markus ...................... 147, 184, 189 

Gill 

Tripat ......................................... 112 

Gillani 

Alvina ................................. 70, 208 

Gilly 

Mary C. ................................. 38, 65 

Gilovich 

Thomas ................................. 44, 89 

Gineikien_7 

Justina ................................. 38, 197 

Gino 

Francesca .................... 58, 136, 148 

Girju 

Marina ............................... 197, 208 

Giroux 

Marilyn ....................... 80, 115, 208 

Gneezy 

219 

Ayelet...................... 20, 31, 50, 177 

Uri ......................................... 20, 31 

Goedertier 

Frank ......................................... 138 

Goggins 

Kylie ......................................... 110 

Goldsmith 

Kelly 18, 43, 64, 122, 137, 166, 197 

Goldstein 

Daniel G. ............................. 50, 110 

Noah J. ........................................ 63 

Gomez 

Pierrick................................ 47, 197 

Goncalves 

Dilney ............................... 158, 197 

Gonçalves 

Dilney ......................................... 24 

Gonzalez-Jimenez 

Hector ....................................... 197 

Goode 

Miranda ....................... 59, 173, 197 

Goodman 

Joseph ................... 50, 52, 173, 189 

Goodstein 

Ronald ....................................... 197 

Gopinath 

Mahesh.............................. 197, 208 

Gorn 

Gerald ......................................... 19 

Gosline 

Renée .......................................... 47 

Goswami 

Indranil........................................ 32 

Goudey 

Alain ..................... 19, 29, 197, 208 

Gough (Finlay) 

Karen ........................................ 106 

Goukens 

Caroline .............................. 53, 154 

Gould 

Stephen J. ..... 34, 99, 104, 113, 197, 

208 

Graham Austin 

Caroline .................................... 130 

Grayson 

Kent ............................................ 89 

Greenleaf 

Eric ........................................... 191 

Grégoire 

Yany ......................................... 168 

Gretzel 

Ulrike .......................................... 90 

Grewal 

Dhruv .......................................... 73 

Grier 

Sonya .................................. 16, 130 

Griffin 

Dale ............................................. 35 

Jill ............................................. 162 

Griskevicius

Vladas ......... 29, 152, 166, 177, 191 

Groeppel-Klein 

Andrea ............................... 179, 197 

Grohmann 

Bianca ......................... 80, 106, 197 

Gros 

Nina ........................................... 197 

Gross 

Barbara ...................................... 197 

Grover 

Aditi ............................................ 76 

Gu 

Haodong .................................... 197 

Yangjie .......................... 61, 62, 197 

Guha 

Abhijit ................... 21, 67, 139, 197 

Guillemot 

Samuel ....................................... 161 

Guilloux 

Veronique .................................. 197 

Guiot 

Denis ......................................... 151 

Gürhan-Canli 

Zeynep ......................................... 34 

Gustafsson 

Anders ............................... 118, 119 

H 

Ha 

Sejin ...................................... 74, 99 

Young Won ............................... 197 

Haga 

Mayomi ....................................... 91 

Hagen 

Linda ......................................... 143 

Hagtvedt 

Henrik ....................................... 197 

Hair 

Michael ....................................... 97 

Halfmann 

Kameko ..................................... 159 

Halonen 

Elina .................................. 197, 208 

Hamby 

Anne .......................................... 208 

Hamilton 

Kathy ..................... 25, 46, 197, 212 

Rebecca ............. 149, 150, 173, 191 

Ryan .................................... 64, 191 

Hampel 

Stefan ........................................ 102 

Han 

DaHee ......................................... 51 

Eunjoo ......................................... 49 

Haejoo ....................................... 103 

Jiyoon Karen ............................. 125 

Sidney Su .......................... 106, 208 

Xiaoqi ........................................ 162 

Handelman 

Jay ............................................. 197 

Hang 

Haiming .................................... 197 

Hanna 

Richard ...................................... 197 

Hansen 

Jochim ....................................... 100 

Hanuk 

Akmal ......................................... 89 

Hardesty 

David ......................................... 104 

Harmon 

Tracy ......................... 197, 208, 212 

Harris 

Peter R. ....................................... 23 

Harrison 

Chase ......................................... 173 

Hartman 

Julian ........................................... 94 

Hartmann 

Benjamin J. ............................... 147 

Hartson 

Kimberly A ................................. 23 

Hasford 

Jonathan .................................... 104 

Hassin 

Ran ...................................... 64, 133 

Hastie 

Reid ........................................... 162 

Hattula 

Johannes .................................... 208 

Stefan ........................................ 183 

Häubl 

Gerald ................. 26, 102, 154, 191 

Haugtvedt 

Curt ............................................. 60 

Hausknecht 

Douglas ............................. 173, 197 

Haws 

Kelly ........... 49, 133, 134, 143, 197 

He 

Daniel ........................................ 183 

Stephen ..................................... 141 

Xin .............................................. 86 

Yongfu ...................................... 170 

Heath 

Timothy B. ........................ 140, 197 

Hedgcock 

William ......... 24, 25, 152, 159, 197 

Heidemann 

Christina .................................... 118 

Heidig 

Wibke ........................................ 197 

Heinberg 

Martin ....................................... 142 

Hem 

Leif .............................................. 94 

Hemetsberger 

Andrea ............................... 182, 197 

Henry 

Paul ........................................... 185 

Herberich 

220 

David .......................................... 69 

Herd 

Kelly B. ..................... 156, 197, 208 

Herrmann 

Andreas ................... 26, 27, 58, 163 

Hershfield 

Hal E. .......................... 40, 145, 165 

Herter 

Marcia ......................... 99, 126, 173 

Herzenstein 

Michal ................................. 42, 191 

Hesapç_1 

Özlem.......................................... 92 

Hewer 

Paul ....................................... 25, 71 

Hietanen 

Joel ........ 16, 17, 129, 131, 197, 212 

Hildebrand 

Christian ........................ 26, 58, 163 

Diogo ........................................ 197 

Hill 

Mark E. ..................................... 197 

Ron ............................. 60, 155, 156 

Sarah E. ............................. 122, 166 

Hippner 

Hajo .......................................... 102 

Hirschman 

Elizabeth ............................. 71, 198 

Hock 

Stefan .......................................... 36 

Hoegg 

JoAndrea ........................... 180, 191 

Hoffman 

Donna.................................. 50, 123 

Ernest ................................ 170, 208 

Moshe ......................................... 20 

Hofmann 

Wilhelm ...................................... 56 

Hofstetter 

Reto ..................................... 58, 163 

Holbrook 

Allyson........................................ 28 

Holden 

Amber ....................................... 173 

Hong 

Jiewen ....................................... 189 

Soonkwan ................................. 198 

Hossain 

Mehdi ............................ 69, 83, 171 

Hota 

Monali ....................................... 198 

House 

Julian ......................................... 136 

Howell 

Ryan ............................................ 25 

Howlett 

Elisabeth ................................... 171 

Hsee 

Christopher ......................... 62, 169 

Hsieh

Meng-Hua ................................... 56 

Hsu 

Chun-Kai Tommy ............. 198, 208 

Ming .......................... 140, 159, 198 

Hu 

Miao ............................ 27, 180, 208 

Yanghong .................................. 108 

Huang 

Chuqiao ....................................... 87 

Feifei ........................................... 74 

Lei ............................................. 171 

Li 124, 178 

Po-Dong ...................................... 98 

Rong ...................................... 83, 88 

Xun (Irene) .................................. 41 

Yanliu .......................... 41, 158, 198 

Yunhui ......................................... 76 

Zhongqiang (Tak) ............... 96, 173 

Huber 

Joel .............................................. 58 

Huettel 

Scott A. ....................................... 30 

Huff 

Aimee ........................................ 111 

Huh 

Young Eun .......................... 49, 198 

Hukkanen 

Annilotta ..................................... 37 

Hult 

Tomas ........................................ 146 

Humphreys 

Ashlee ....................................... 189 

Hung 

Iris W. ....................................... 189 

Kuang-peng ............................... 101 

Yu-chen ..................................... 198 

Hur 

Julia ............................................. 56 

Husemann 

Katharina C. ................................ 38 

Hutchinson 

J. Wesley ................................... 119 

Hütter 

Mandy ....................................... 144 

Hutton 

James ........................................... 86 

Huyghe 

Elke ............................................. 95 

Hyde 

Kenneth F. ................................. 198 

Hyodo 

Jamie D. ............................ 182, 198 

I 

Iacobucci 

Dawn ......................................... 185 

Ibrahim 

Sajna .................................. 198, 208 

Ilhan 

Behice Ece................................... 26 

Ilyuk 

Veronika.................................... 208 

Inbar 

Yoel ............................... 20, 48, 198 

Inman 

Jeff .............................. 22, 175, 189 

Ipeirotis 

Panos ........................................... 50 

Irmak 

Caglar .... 84, 99, 108, 137, 184, 198 

Irwin 

Julie R. ...................................... 178 

Isaac 

Mathew S. ........................... 48, 198 

Ishii 

Hiroaki ........................................ 93 

Ivanic 

Aarti .......................................... 198 

Iversen 

Nina ............................................. 94 

Iyengar 

Raghuram .................................. 155 

Izberk-Bilgin 

Elif .............................................. 71 

J 

Jaber 

Mazen ......................... 86, 110, 208 

Jahn 

Steffen ............................... 179, 198 

Jain 

Shailendra Pratap ........................ 56 

Jamal 

Ahmad ........................... 88, 89, 198 

Jami 

Ata ............................. 140, 168, 169 

Janakiraman 

Narayan ............................. 112, 198 

Janiszewski 

Chris ................ 51, 52, 65, 134, 189 

Janssen 

Catherine ................................... 208 

Loes ........................................... 107 

Jansson Vredeveld 

Anna .............................. 57, 96, 208 

Jasmand 

Claudia .............................. 113, 198 

Javornik 

Ana ............................ 100, 198, 208 

Jayanti 

Rama ......................................... 198 

Jeffrey 

Jennifer ............................... 65, 208 

Jeon 

Jung Ok ....................................... 79 

Jerger 

Christina .................................... 198 

Jia 

He (Michael) ..................... 182, 198 

Jayson ......................................... 22 

Jianmin .................................. 22, 49 

Yanli ........................................... 49 

221 

Jiang 

Annie (Ying) ............................. 112 

Lan ............................................ 125 

Li 41 

Ying .................................... 95, 208 

Yuwei................................ 177, 191 

Zixi ............................................. 48 

Jiao 

Jenny (Jinfeng)............................ 46 

Jiraporn 

Napatsorn .................................. 198 

Johansson 

Ulf ............................................... 38 

John 

Leslie .......................... 54, 147, 198 

Johnson 

Allison ...................................... 126 

Eric ............................. 40, 133, 163 

Timothy ...................................... 28 

Jonaityte 

Inga ............................. 17, 130, 208 

Jordan 

Alexander .................................... 20 

Joseph 

Joshy ......................................... 198 

Joy 

Annamma .................................. 198 

Jung 

Jae Min ..................................... 208 

Minah H. ....................... 20, 31, 208 

K 

Kahn 

Barbara E. ......................... 149, 189 

Kaikati 

Andrew ............................... 47, 191 

Kalogeras 

Nikos ................................. 198, 208 

Kalro 

Arti ............................................ 198 

Kamins 

Mike ............................ 60, 163, 172 

Kamleitner 

Bernadette ................................. 198 

Kan 

Christina .................................... 165 

Kang 

Christine ...................................... 58 

Kapitan 

Sommer ..................... 139, 198, 208 

Kappes 

Heather Barry ........................... 145 

Kara 

Selcan........................................ 208 

Kardes 

Frank R. .................... 144, 162, 189 

Karmarkar 

Uma R. .............................. 164, 191 

Kaufman-Scarborough 

Carol ................................... 60, 198 

Keating

Andrew ...................................... 160 

Keenan 

Elizabeth ................................... 209 

Keh 

Hean Tat ...................................... 73 

Keinan 

Anat ..................................... 24, 191 

Kellaris 

James ........................................... 97 

Keller 

Punam Anand ................ 40, 60, 143 

Kelting 

Katie .................................... 92, 198 

Kennedy 

Denise M. .................................. 168 

Kenning 

Peter ............................................ 75 

Kerrane 

Ben .............................................. 78 

Kesebir 

Pelin .......................................... 198 

Keshwani 

Najiba .......................................... 62 

Kettle 

Keri ........................................... 154 

Khan 

Sadia Yaqub ................................ 77 

Sajid .......................................... 198 

Uzma ................................... 18, 191 

Khare 

Adwait ....................................... 198 

Kiatpongsan 

Sorapop ....................................... 53 

Kidwell 

Blair ................................... 104, 198 

Kim 

Aekyoung ............................ 25, 209 

Dong Hoo .................................. 125 

Eunjin .................................. 70, 209 

Hae Joo .............................. 180, 198 

Heeryung ..................................... 19 

James ......................................... 209 

JeeHye Christine ....... 164, 198, 209 

Jeffrey ....................................... 209 

Jongmin ............................... 24, 209 

Junyong ....................................... 60 

Kyu B. ................................. 40, 155 

Moon-Yong ................. 96, 198, 209 

Sara ..................................... 23, 198 

Soo .............................................. 36 

Sukhyun ...................................... 83 

Tami ............................................ 54 

Tom ........................................... 209 

Yaeeun ...................................... 125 

Yeuseung ............... 72, 73, 198, 209 

Youngseon ........................ 198, 209 

Kim Cho 

Eunice ......................................... 64 

King 

Dan ............................................ 152 

Donna .................................. 16, 131 

Tracey ....................................... 199 

Kipnis 

Eva ............................................ 199 

Kirk 

Colleen .............................. 199, 209 

Kivetz 

Ran .............................................. 18 

Kjeldgaard 

Dannie ....................................... 147 

Klasson 

Marcus ........................................ 38 

Kleber 

Janet ...................................... 69, 84 

Kleiman 

Tali .............................................. 64 

Klein 

Nadav ................................ 199, 209 

William M. P. .............................. 23 

Kleine 

Rob ............................................ 199 

Kleppe 

Ingeborg ............................ 199, 212 

Klesse 

Anne .................... 52, 133, 154, 191 

Kniazeva 

Maria ......... 100, 129, 131, 209, 212 

Koch 

Christof ..................................... 161 

Kocher 

Bruno ........................................ 199 

Köcher 

Sören ......................................... 157 

Koenig-Lewis 

Nicole ........................................ 199 

Koenigstorfer 

Joerg .................................. 179, 199 

Koestner 

Brian K. ..................................... 159 

Kohlbacher 

Florian ....................................... 199 

Koller 

Monika ...................................... 199 

Koo 

Minjung ....................... 56, 174, 191 

Koppenhafer 

Leslie ........................... 77, 142, 209 

Kopton 

Isabella Maria ..................... 75, 209 

Kouchaki 

Maryam ..................................... 168 

Kozary 

Ben ............................................ 209 

Kozinets 

Robert ......................................... 26 

Kramer 

Thomas . 84, 97, 101, 108, 113, 191 

Kretz 

Gachoucha ................................ 199 

Kreuzbauer 

222 

Robert ............................... 152, 199 

Krishen 

Anjala.......................................... 72 

Krishna 

Aradhna ...................... 60, 132, 143 

Krishnan 

Shanker ......................... 19, 45, 199 

Kronrod 

Ann ................................... 176, 199 

Kukar-Kinney 

Monika .............................. 102, 199 

Kulkarni 

Atul ................................... 110, 199 

Kull 

Alexander J. ........................ 79, 209 

Kulow 

Katina.................................... 84, 97 

Kumar 

Amit ...................................... 44, 89 

Sushant...................................... 199 

Kung 

Franki ........................................ 103 

Howard ....................................... 63 

Kuo 

Andrew ....................................... 65 

Hsiao-Ching .............................. 199 

Kupor 

Daniella ............................. 107, 148 

Kuppan 

Niranjan .................................... 128 

Kwak 

Dae Hee .................................... 199 

Hyokjin ....................................... 66 

Kwan 

Canice M.C. ........................ 84, 115 

Kwon 

JaeHwan ............................ 152, 209 

Mina .................................... 93, 209 

SoYeon ....................................... 99 

Kwong 

Jessica Y. Y. ............. 103, 173, 191 

Kyung 

Ellie ............................... 57, 58, 191 

L 

LaBar 

Kevin S. ...................................... 30 

Labroo 

Aparna ................................ 31, 174 

Labyt 

Christophe ................................. 149 

Lachance 

Marie ........................................... 91 

Lacroix 

Caroline ............................ 151, 199 

Ladzinski 

Joanna ....................................... 119 

Lafferty 

Barbara A. ................................... 79 

Lakshmanan 

Arun ............................................ 45

Lalwani 

Ashok K. ................................... 161 

Lam 

Ben C.P. ...................................... 28 

Tin ............................................... 82 

Lamberton 

Cait Poynor ................................. 63 

Lambert-Pandraud 

Raphaëlle ................................... 199 

Landwehr 

Jan R. ......................................... 199 

Lantzy 

Shannon ..................................... 150 

Laporte 

Sandra ............................... 139, 199 

Laran 

Juliano ......................................... 52 

Larson 

Lindsay R. L. ..................... 105, 178 

Lasaleta 

Jannine D. ................................... 63 

Lastner 

Matthew .................................... 118 

Lastovicka 

John ........................................... 199 

Latimer 

Robert ........................ 138, 199, 209 

LaTour 

Kathryn ..................................... 199 

Lau 

Kong Cheen............................... 199 

Laukkanen 

Tommi ....................................... 199 

LeBoeuf 

Robyn A. ............................. 65, 155 

Lee 

Angela ......................... 31, 153, 174 

Eun Mi ........................................ 79 

EunKyoung ................................. 60 

Hyojin ......................................... 19 

Jaehoon ..................... 121, 199, 209 

Jeffrey ......................................... 47 

Kee Yuen .................................... 32 

Kelly (Kiyeon) .................. 155, 191 

Kyoungmi ................................. 103 

Sae Rom .............................. 24, 209 

Sang Yeal .................................... 95 

Sangwon .................................... 111 

Seojin Stacey ............................... 86 

Seung Hwan (Mark) .... 74, 141, 199 

Seungae ..................................... 115 

Soyoung .................................... 115 

Spike W. S................................. 191 

Wonkyong Beth ........................ 106 

Yun ............................................ 209 

Lees 

Jeff............................................. 173 

Lee-Wingate 

Nikki ......................................... 199 

Lefebvre 

Craig ........................................... 60 

Legoux 

Renaud ...................................... 168 

Lehmann 

Donald ..................... 30, 34, 76, 189 

Lehnert 

Kevin ........................................... 76 

Lei 

Jing .............................. 95, 160, 199 

Leizerovici 

Gail ........................................... 199 

Leliveld 

Marijke C. ......................... 199, 209 

Lembregts 

Christophe ................................. 209 

Lenoir 

Anne-Sophie I. ............................ 27 

Leonard 

Bridget ...................................... 117 

Hillary ................................. 79, 116 

Leong 

Siew Meng ................................ 199 

Leroi-Werelds 

Sara ........................................... 209 

Leung 

Ada ...................... 69, 182, 199, 212 

Levav 

Jonathan ...... 53, 107, 109, 158, 184 

Levine 

Emma E................................. 20, 42 

Levontin 

Liat .............................................. 31 

Levy 

Eric .......................... 24, 56, 57, 199 

Sidney ....................................... 199 

Li 

En 19, 199, 209 

Eric ............................ 199, 209, 212 

Ningzi ......................................... 87 

Xingbo ........................................ 56 

Xiuping ............................... 74, 192 

Yanjie .......................................... 48 

Ye 121, 199 

Yuanrui ............................. 123, 209 

Lian 

Hua (Olivia) ........................ 75, 101 

Liang 

Jianping ............................. 199, 209 

Lichrou 

Maria ......................................... 200 

Lien 

Nai-Hwa .................................... 109 

Lieven 

Theo .................................... 81, 200 

Limkangvanmongkol 

Vimviriya .................................. 121 

Lin 

Chien-Wei (Wilson) .......... 137, 209 

Lily ............................................ 200 

MengHsien (Jenny) ................... 209 

223 

Stephanie .................................. 114 

Ying-ching ................................ 102 

You ............................................. 81 

Lindridge 

Andrew ............................... 55, 200 

Lindsey 

Charles D. ........................... 91, 103 

Tyrha M. ................................... 209 

Ling 

Christopher ....................... 101, 120 

Linzmajer 

Marc .................................. 200, 209 

Lis 

Bettina ......................................... 82 

Lisjak 

Monika ...................................... 209 

Liu 

Fan ...................................... 86, 209 

Hongju ...................................... 149 

Maggie Wenjing ......................... 73 

Peggy ................ 133, 143, 200, 209 

Richie ................................ 200, 209 

Wendy ....................................... 200 

Xuefeng .................................... 192 

Yuanyuan .......................... 140, 200 

Loewenstein 

George .......................... 35, 43, 101 

Logan 

Ashleigh ...................................... 25 

Lou 

Yung-Chien ................................ 81 

Loughran Dommer 

Sara ........................................... 200 

Louie 

Lauren ....................................... 209 

Loveland 

Katherine .......................... 154, 200 

Lowe 

Michael ............................. 132, 133 

Lowrey 

Tina M. ............................. 121, 192 

Lu 

Fang-Chi ................................... 200 

Ji 159, 171 

Zhi ............................................. 161 

Zoe .............................................. 62 

Luce 

Mary Francis ............................... 44 

Luchs 

Michael ..................................... 200 

Luck 

Edwina ........................................ 90 

Luedicke 

Marius K. ............................ 38, 200 

Luffarelli 

Jonathan .............................. 24, 116 

Luna 

David ........................................ 192 

Lunardo 

Renaud .............................. 133, 200

Lurie 

Nicholas .................................... 149 

Luse 

Andrew ........................................ 94 

Lutz 

Richard J. .............................. 64, 65 

Lynch 

John G. ................................ 40, 165 

M 

Ma 

Jingjing ................................ 61, 209 

Weixing ..................................... 209 

Zhenfeng ................................... 112 

Mabe 

Charlotte ...................................... 30 

MacDonnell 

Rhiannon ................. 35, 83, 85, 122 

Machleit 

Karen ......................................... 152 

Maciel 

Andre ......................................... 209 

MacInnis 

Deborah ............................... 79, 160 

Maddux 

William W. .................................. 53 

Madrigal 

Robert ........................ 109, 141, 200 

Madzharov 

Adriana .............................. 200, 210 

Maehle 

Natalia ................................. 94, 200 

Maglio 

Sam ................................... 145, 192 

Maikoo 

Mishaal ........................................ 88 

Maille 

Virginie ..................... 118, 200, 210 

Maimaran 

Michal ....................................... 192 

Main 

Kelley .................................. 74, 200 

Mak 

Vincent ................................ 39, 200 

Makienko 

Igor .................................... 200, 210 

Malas 

Ziad ........................................... 151 

Malaviya 

Prashant ..................................... 200 

Malkoc 

Selin A. ....................... 50, 155, 189 

Malter 

Alan ................................... 173, 192 

Maman Larraufie 

Anne-Flore ................................ 200 

Mandel 

Naomi ........................ 125, 154, 192 

Mandelli 

Andreina .................................... 100 

Mangus 

Stephanie ................................... 118 

Mann 

Thomas ....................................... 89 

Mantonakis 

Antonia ..................................... 162 

Mantovani 

Danielle ............................. 107, 200 

Marechal 

Annelies .................................... 210 

Martin 

Ingrid M. ........................... 163, 200 

Kelly ......................................... 156 

Nathan D. .................................... 98 

Martinez-Novoa 

Lorraine M. ............................... 210 

Martins 

Chrissy ...................................... 210 

Chrissy M. ................................... 93 

Masset 

Julie ..................................... 15, 130 

Massiah 

Carolyn ....................................... 76 

Matherly 

Ted ............................................ 200 

Mathews 

Shane ........................................... 90 

Mathras 

Daniele ................ 60, 125, 168, 200 

Mathur 

Anil ........................................... 200 

Pragya ............................... 135, 200 

Matos 

Geraldo ..................................... 160 

Matsushita 

Koji ........................................... 116 

Matta 

Shashi ........................................ 153 

Mattila 

Anna .......................................... 161 

Mau 

Gunnar .............................. 200, 210 

Maurer 

Jim ............................................. 175 

Shaun ........................................ 105 

Maxwell-Smith 

Matthew .................................... 126 

May 

Frank ................... 84, 104, 184, 210 

Mayer 

J. Mark ...................... 139, 200, 210 

Mazar 

Nina ................................... 177, 190 

Mazursky 

David ......................................... 172 

McAlexander 

Jim ............................................. 184 

McCarthy 

Michael ..................................... 200 

McClure 

Cameron .................................... 173 

224 

McFerran 

Brent ......................... 143, 176, 189 

McGill 

Ann L. ................................... 23, 32 

McGraw 

A. Peter ............................. 139, 181 

McIntyre 

Shelby ....................................... 121 

McNeel 

Ann E. ......................................... 99 

McNeish 

Joanne ....................................... 200 

McQuarrie 

Edward F. ............................ 64, 121 

McShane 

Blake ................................. 146, 192 

Mead 

James ........................................ 210 

Nicole L. ................................... 177 

Meharg 

Tyler ......................................... 105 

Mehta 

Ravi ................................... 156, 192 

Meijers 

Marijn H. C. .............................. 126 

Mellema 

Hillary ....................................... 210 

Meloy 

Margaret G. ................. 86, 183, 192 

Melumad 

Shiri .......................................... 183 

Mendenhall 

Zachary ....................................... 85 

Meng 

Yan ........................................... 104 

Mennecke 

Brian ........................................... 94 

Mercurio 

Kathryn ............................. 153, 178 

Merdin 

Ezgi ............................................. 92 

Merigot 

Philippe ..................................... 210 

Mesiranta 

Nina ............................................ 37 

Messner 

Claude ................................. 95, 112 

Meyers-Levy 

Joan ................................... 148, 192 

Meyvis 

Tom ............................. 46, 165, 200 

Miaskiewicz 

Tomasz...................................... 200 

Mick 

David Glen .......................... 60, 163 

Micu 

Camelia ....................................... 70 

Milkman 

Katherine L. ...................... 164, 200 

Miller

Elizabeth ................................... 200 

Min 

Dong-Jun ............................. 67, 200 

Hyun Jeong ............................... 200 

Minowa 

Yuko .......................................... 200 

Minton 

Elizabeth ................................... 210 

Mirabito 

Ann ............................................ 163 

Mishra 

Arul ................... 35, 57, 69, 70, 192 

Himanshu ........ 35, 57, 70, 140, 192 

Mitchell 

Andrew ................................ 64, 189 

Mittal 

Chiraag ........ 30, 151, 152, 165, 166 

Mittelman 

Mauricio .................... 157, 200, 210 

Moal-Ulvoas 

Gaelle .................................. 75, 210 

Mochon 

Daniel .................................. 32, 192 

Modig 

Erik ............................................ 171 

Moeller 

Jana ........................................... 144 

Mogilner 

Cassie ........................ 136, 181, 192 

Mohan 

Bhavya ...................................... 175 

Mohanty 

Praggyan ........................... 138, 200 

Mohr 

Gina S. ....................................... 173 

Moisio 

Risto .................................... 76, 201 

Monfort 

Mariana ..................................... 107 

Monga 

Alokparna (Sonia) ..................... 192 

Ashwani ...................... 84, 104, 192 

Monroe 

Kent ........................................... 110 

Montgomery 

Nicole ........................................ 201 

Moon 

Alice .................................... 39, 210 

Sangkil ...................................... 201 

Moore 

Elizabeth ................................... 201 

Sarah ............. 34, 44, 122, 176, 192 

William ..................................... 140 

Moorman 

Christine ...................................... 18 

Morales 

Andrea ............................... 154, 189 

Moran 

Nora ........................................... 210 

Moreau 

Page ................................... 117, 192 

Moreno 

Oscar ..................................... 35, 57 

Morewedge 

Carey ........................................... 49 

Mormann 

Milica ........................................ 161 

Morrin 

Maureen ...................... 93, 118, 132 

Morwitz 

Vicki G. ............................. 100, 192 

Moscato 

Emily ................................. 201, 210 

Moschis 

George ....................................... 167 

Mosteller 

Jill ............................................. 201 

Mourali 

Mehdi .......................... 39, 115, 201 

Mourey 

James ....................... 27, 28, 60, 201 

Mueller 

Pamela ......................................... 50 

Mukherjee 

Ashesh ......................... 85, 106, 201 

Mukhopadhyay 

Anirban ................................. 41, 94 

Mullette-Gillman 

O'Dhaniel .................................... 30 

Mun 

Jungim ................................. 91, 103 

Munichor 

Nira ................................... 155, 201 

Munoz 

Caroline Lego ............................. 86 

Murdock 

Mitchel ........................................ 99 

Murray 

Kyle B. .............................. 162, 201 

Murthy 

Nagesh ...................................... 125 

Mutum 

Dilip .......................................... 210 

Myöhänen 

Henri ................................... 16, 129 

N 

Nagengast 

Liane ................................. 118, 119 

Nagpal 

Anish ................................. 160, 201 

Nakamura 

Akito ......................................... 116 

Nam 

Myungwoo ............................ 60, 85 

Namkoong 

Jae-Eun ..................................... 210 

Nardini 

Gia ................................. 64, 65, 210 

Narsey 

Vanisha ....................... 80, 201, 210 

225 

Närvänen 

Elina .................................... 37, 210 

Naveh-Benjamin 

Moshe ....................................... 138 

Nayakankuppam 

Dhananjay ................................. 152 

Naylor 

Rebecca Walker .......... 50, 106, 173 

Nelissen 

Rob ............................................. 59 

Nelson 

Leif D. ........... 20, 31, 146, 159, 201 

Michelle ...................................... 87 

Russel.......................................... 38 

Nenkov 

Gergana ....................... 51, 132, 201 

Nepomuceno 

Marcelo V. .................. 90, 201, 210 

Neville 

Ben ............................................ 160 

Newman 

George ........................................ 47 

Kevin .................................. 57, 210 

Newmeyer 

Casey ........................................ 142 

Ng Sok Ling 

Sharon ............................... 162, 201 

Nguyen 

Hieu .......................................... 163 

Nicolao 

Leonardo ................................... 201 

Niedrich 

Ronald W. ................................... 86 

Nielsen 

Jesper ........................................ 192 

Nijs 

Vincent...................................... 144 

Nikiforidis 

Lambrianos ................................. 88 

Noguti 

Valeria ...................................... 201 

Noordewier 

Marret K. .................................. 126 

Norton 

Michael 33, 40, 42, 53, 54, 63, 137, 

147, 148, 181, 189 

Noseworthy 

Theodore ................... 152, 162, 192 

Novak 

Thomas ............................... 50, 123 

Novemsky 

Nathan ......................... 25, 181, 201 

Nowak 

Martin A. .................................... 20 

Nowlis 

Steve ......................................... 190 

Noy 

Avraham ................................... 172 

Nuttavuthisit 

Krittinee .................................... 201

O 

O'Brien 

Ed 210 

O'Connor 

Roisin ........................................ 102 

Odou 

Philippe ..................................... 124 

O'Guinn 

Tom ............................................. 40 

Ohira 

Shuji .......................................... 179 

Okyay-Ata 

Lale ..................................... 34, 210 

Olivola 

Christopher Y. ........................... 165 

Olsen 

Douglas ..................................... 201 

Lars Erling......................... 111, 201 

Olson 

Jenny ......................................... 210 

Nicholas ...................................... 52 

Önçüler 

Ayse .......................................... 140 

Oneto 

Stephanie ..................................... 60 

Ong 

Fon Sim ..................................... 167 

Ono 

Joji ............................................... 91 

Oppewal 

Harmen ...................................... 170 

Ordabayeva 

Nailya ................................ 154, 192 

Ostergaard 

Per ............................................. 192 

Ostinelli 

Massimiliano ..................... 161, 201 

Ostrom 

Amy L. ...................................... 168 

Oswald 

Laura ................................. 201, 212 

Otnes 

Cele ................. 25, 26, 94, 184, 201 

Otterbring 

Tobias ........................................ 118 

Otto 

Ashley ................................. 97, 210 

Ourahmoune 

Nacima .............................. 181, 201 

Outlaw 

Jessica ....................................... 210 

Oyserman 

Daphna ........................................ 28 

Ozanne 

Julie L. ......................... 60, 156, 192 

Ozcan 

Timucin ............................. 201, 210 

Ozkaya 

H. Erkan .................................... 142 

P 

Pace 

Stefano ...................................... 201 

Packard 

Grant ............. 33, 58, 139, 176, 201 

Page Winterich 

Karen ......................... 178, 183, 192 

Paharia 

Neeru ................................... 23, 201 

Palcu 

Johanna ..................................... 172 

Pandelaere 

Mario ... 29, 109, 122, 148, 149, 201 

Pang 

Jun ..................................... 111, 201 

Paolacci 

Gabriele ......................... 50, 53, 201 

Park 

C.W. .......................................... 182 

Hyun Young ........................ 46, 210 

Jaewoo ........................................ 93 

Ji Kyung ........................ 22, 23, 174 

Jihye ............................................ 78 

Joohyung ..................................... 74 

Joowon ...................................... 210 

Jooyoung ............................. 25, 210 

Jungkun ..................................... 201 

Kiwan .............................. 83, 85, 86 

Myeong-cheol ........................... 125 

Parker 

Jeffrey ............................... 183, 201 

Parrish 

Audrey ...................................... 108 

Passyn 

Kirsten ....................................... 201 

Patarapongsant 

Yupin ................................ 170, 201 

Patrick 

Vanessa ..................................... 189 

Pattaratanakun 

Suppakron ................... 39, 201, 210 

Paunesku 

David ......................................... 145 

Pavlicek 

Beth M. ..................................... 148 

Pechmann 

Connie ......................................... 60 

Peck 

Joann ................................. 117, 119 

Peer 

Eyal ............................................. 35 

Pefecto 

Hannah ........................................ 31 

Peluso 

Alessandro .......................... 54, 201 

Pena Marin 

Jorge .......................................... 114 

Penaloza 

Lisa ............................................. 55 

Peng 

226 

Norman ............................... 75, 101 

Perera 

B. Yasanthi ............................... 123 

Peretz 

Adrian ....................... 111, 201, 210 

Perez 

Maria Eugenia ................... 201, 212 

Perkins 

Andrew W. ............ 74, 80, 141, 201 

Perry 

Vanessa ............................... 60, 163 

Peter 

Paula ................... 72, 202, 210, 212 

Peters 

Anicia.......................................... 94 

Ellen .................................. 105, 158 

Peterson 

Mark ........................................... 60 

Petrovic 

Ivana ......................................... 202 

Pfeiffer 

Bruce E. ............................ 162, 202 

Pham 

Michel ............................... 153, 183 

Michel Tuan .............................. 190 

Nguyen........................ 82, 154, 210 

Phillips 

Barbara J. .................................. 202 

Diane M. ................................... 202 

Philp 

Matthew ................ 36, 77, 162, 210 

Pick 

Doreen ...................................... 202 

Pickl Bermejo 

Milan ........................................... 90 

Pierce 

Meghan ............................... 28, 210 

Pieters 

Rik ............................................ 138 

Pirouz 

Dante M. ..................... 66, 163, 210 

Pizzetti 

Marta ......................................... 202 

Plassmann 

Hilke ........................... 50, 148, 189 

Pocheptsova 

Anastasiya ........................... 63, 189 

Podoshen 

Jeffrey ....................................... 202 

Poehlman 

T. Andrew ........... 47, 178, 202, 210 

Pol 

Gratiana .................................... 182 

Polyakova 

Alexandra .................................. 210 

Pongsakornrungsilp 

Pimlapas ...................................... 37 

Siwarit ......................................... 37 

Pons 

Frank ......................................... 115

Poor 

Morgan ................................ 51, 202 

Popa 

Monica ...................... 120, 202, 211 

Popkowski Leszczyc 

Peter .......................................... 111 

Popovich 

Deidre ........................................ 211 

Poulsen 

Sanne ......................................... 202 

Powers 

Keiko ................................. 202, 211 

Poynor Lamberton 

Cait .................................... 189, 192 

Pracejus 

John ........................................... 192 

Prado 

Paulo ......................................... 107 

Preece 

Chloe ......................................... 202 

Price 

Linda ........................................... 61 

Prince 

Melvin ....................................... 173 

Prokopec 

Sonja ........................................... 60 

Prothero 

Andrea ....................................... 160 

Punj 

Girish ......................................... 202 

Puntoni 

Stefano ........................ 27, 190, 202 

Pusaksrikit 

Theeranuch .................................. 37 

Putnam-Farr 

Eleanor ...................................... 175 

Puzakova 

Marina ................................. 66, 202 

Pyle 

Martin ........................................ 202 

Q 

Qin 

Vivian Yue .................................. 18 

Yao ............................................ 107 

Qiu 

Pingping .............................. 77, 202 

Quaschning 

Simon ........................................ 211 

R 

Rabino 

Rebecca ..................................... 114 

Rae 

Ashley ........... 30, 88, 114, 177, 211 

Raghubir 

Priya .................................... 37, 138 

Raghunathan 

Raj ..................................... 137, 202 

Raja 

Sowmya ............................. 128, 131 

Rajagopal 

Priyali ........................................ 202 

Raju 

Sekar ......................................... 202 

Ramachandran 

Giridhar ............................... 15, 129 

Ramanathan 

Suresh ......................... 32, 149, 190 

Ramsey 

Phil .............................................. 76 

Rana 

Omer ........................................... 89 

Rand 

Bailey .......................................... 62 

David G. ...................................... 20 

Rank-Christman 

Tracy ................................... 93, 211 

Ransbotham 

Sam ........................................... 149 

Rao 

Akshay ...................................... 190 

Rapp 

Justine ....................................... 163 

Rasolofoarison 

Dina ........................................... 135 

Ratchford 

Brian ................................. 202, 211 

Rath 

Suzanne ..................................... 211 

Rathbone 

Ryan .......................................... 105 

Ratner 

Rebecca ............................. 181, 192 

Ratneshwar 

S. Ratti ........................ 70, 138, 202 

Ray Chaudhury 

Sarita ......................................... 123 

Redden 

Joseph ......................... 50, 143, 190 

Redker 

Christopher ................................ 144 

Reeck 

Crystal ......................................... 30 

Reed II 

Americus ....................... 27, 57, 178 

Reimann 

Martin ....................... 159, 160, 202 

Reinholtz 

Nicholas .................................... 202 

Rice 

Dan ............................................ 173 

Richelieu 

André ........................................ 115 

Rick 

Scott .............................. 40, 53, 192 

Ridgway 

Nancy ................................ 102, 202 

Riis 

Jason ......................... 164, 175, 192 

Riley 

Breagin K. ................................... 53 

227 

Rinaldo 

Shannon .................................... 202 

Rinallo 

Diego ................................ 202, 212 

Rindfleisch 

Aric ................................... 167, 190 

Ringberg 

Torsten ...................................... 202 

Ringler 

Christine .................................... 118 

Roberts 

Graham ..................................... 124 

Scott .......................................... 202 

Robinson 

Stefanie ............................... 84, 137 

Robitaille 

Nicole........................................ 211 

Rocereto 

Joseph F. ............................. 66, 202 

Roche 

Sarah ........................................... 80 

Rodeheffer 

Christopher ............................... 166 

Roedder-John 

Deborah 40, 60, 147, 148, 156, 192 

Roeder 

Scott .................................. 120, 211 

Roehm 

Michelle .................................... 139 

Roese 

Neal J. ................................. 62, 145 

Rogers 

Todd ............................................ 54 

Roggeveen 

Anne ................................... 73, 192 

Rohani 

Mina .......................................... 168 

Rohmann 

Elke ............................................. 27 

Rokka 

Joonas ................. 16, 130, 202, 212 

Romero 

Marisabel .................. 117, 172, 202 

Rosa 

Jose ........................................... 156 

Rose 

Randall ...................................... 202 

Rosengren 

Sara ................................... 171, 202 

Ross 

Spencer ..................................... 211 

Ross Jr. 

William T. ........................... 57, 202 

Rossi 

Patricia .............................. 126, 173 

Rothschild 

David ........................................ 110 

Rotman 

Jeff ................................ 66, 74, 141 

Roux

Caroline ............... 18, 165, 166, 211 

Roy 

Rajat .......................................... 202 

Roy Chaudhuri 

Himadri ..................................... 202 

Rozenkrants 

Bella .......................................... 107 

Rucker 

Derek D. .......... 27, 54, 68, 155, 180 

Rudd 

Melanie ............................... 42, 211 

Rudolph 

Thomas .............................. 118, 119 

Rui 

Chen .......................................... 114 

Russell 

Cristel Antonia ..... 64, 80, 135, 163, 

202 

Russo 

J. Edward ................................... 190 

Ruth 

Julie ........................................... 142 

Ruvalcaba 

Cecilia ....................................... 211 

Ruvio 

Ayalla .......................... 71, 167, 202 

S 

Saatcioglu 

Bige ........................................... 156 

Saccardo 

Silvia ......................................... 211 

Sackett 

Aaron M. ................... 115, 173, 202 

Saenger 

Christina .................................... 211 

Sailors 

John ............................................. 74 

Saini 

Ritesh .......... 69, 112, 170, 171, 202 

Saito 

Kaichi ........................................ 116 

Salciuviene 

Laura ......................................... 203 

Salerno 

Anthony ......................... 51, 52, 203 

Salmon 

Stefanie ..................................... 211 

Samper 

Adriana ................................ 98, 134 

Samu 

Sridhar ....................................... 173 

Sanchez-Casado 

Noelia ........................................ 124 

Sand_1kc_1 

Ozlem .......................................... 55 

Sanghvi 

Minita .................................. 60, 211 

Santhanakrishnan 

Mukunthan ................................ 203 

Saqib 

Najam U. ................................... 158 

Sarial-Abi 

Gülen ......................................... 134 

Sauer 

Paul ........................................... 116 

Savary 

Jennifer ......................... 63, 64, 211 

Scaraboto 

Daiane ....................................... 136 

Schau 

Hope Jensen ........ 65, 135, 184, 190 

Schellekens 

Gaby .................................. 176, 203 

Schembri 

Sharon ......................... 71, 203, 212 

Schindler 

Robert M. .................................... 48 

Schley 

Dan .................... 105, 140, 158, 211 

Schlosser 

Ann ........... 23, 24, 45, 67, 150, 203 

Schmeichel 

Brandon ..................................... 174 

Schmidt 

Jeffrey ......................................... 29 

Schmitt 

Julien ......................................... 135 

Schneider 

Abigail ...................................... 117 

Schocker 

Jessica ....................................... 182 

Schouten 

John ..................................... 17, 131 

Schramm-Klein 

Hanna ........................................ 203 

Schrift 

Rom ........................................... 183 

Schroeder 

Jonathan .................................... 203 

Juliana ............................... 169, 211 

Schulz 

Heather ...................................... 203 

Schwartz 

Janet .......................................... 203 

Schwarz 

Norbert ........................................ 60 

Sciandra 

Michael ....................................... 22 

Scopelliti 

Irene .................................... 39, 203 

Scott 

Carol ........................................... 41 

Linda ............... 45, 46, 60, 166, 167 

Maura ........................ 132, 163, 203 

Seegebarth 

Barbara ...................................... 203 

Sela 

Aner ........................ 18, 52, 92, 192 

Sellier 

Anne-Laure ....................... 157, 203 

228 

Semaan 

Rania W. ................... 113, 203, 211 

Sen 

Sankar ......................................... 34 

Senges 

Eloise ........................................ 151 

Sengupta 

Jaideep ........................................ 56 

Seo 

Joon Yong ................................... 47 

Seregina 

Anastasia ............................. 17, 129 

Serfas 

Benjamin G. .............................. 113 

Sevilla 

Julio .......................... 149, 166, 203 

Shah 

Avni ........ 40, 62, 63, 153, 175, 211 

Shalev 

Edith ......................................... 192 

Shanmugam 

Ravi ........................................... 121 

Shao 

Yuan ......................................... 140 

Shapiro 

Stewart ...................................... 192 

Sharma 

Eesha ......................................... 203 

Nikhil .......................................... 22 

Shavitt 

Sharon ................................. 28, 190 

Shaw Hughner 

Renée ........................................ 179 

Sheehan 

Daniel............................ 22, 89, 211 

Shen 

Hang ......................................... 121 

Hao ........................................... 190 

Shepherd 

Steven ....................................... 180 

Shergill 

Gurvinder Singh........................ 203 

Sherman 

David K. ...................................... 23 

Sherry 

John ................................... 190, 212 

Shi 

Mengze ....................................... 43 

Shin 

Chang Yeop ................................ 85 

Seung Kyoon .............................. 79 

Shiv 

Baba .................................... 96, 148 

Shrum 

L. J. ................................... 114, 121 

Shu 

Suzanne ............................... 40, 203 

Shultz, II 

Clifford J. ............................ 60, 179 

Shyne

Steven .......................................... 72 

Siamagka 

Nikoletta ...................................... 72 

Siddiqui 

Rafay ......................................... 104 

Shakeel .............................. 203, 213 

Silva 

Andre ................................... 16, 131 

Shannon ............................... 16, 131 

Silver 

Lawrence ................................... 203 

Silvera 

David H. .................................... 203 

Simmons 

Joseph ................................ 146, 190 

Simms 

Anja ............................................. 90 

Simonsohn 

Uri ............................................. 146 

Simonson 

Itamar .......... 18, 146, 158, 163, 190 

Simonyan 

Yvetta .......................................... 42 

Simpson 

Bonnie ................................. 85, 203 

Sirianni 

Nancy J. ............................. 101, 118 

Sivaraman 

Anu ............................................ 203 

Slabbinck 

Hendrik ............................. 108, 203 

Sloman 

Steven .......................................... 21 

Small 

Deborah ................. 20, 43, 143, 192 

Smarandescu 

Laura ........................... 94, 203, 211 

Smidts 

Ale ..................................... 170, 176 

Smirnov 

Kristen ............................... 203, 211 

Smit 

Edith G. ..................... 124, 126, 203 

Smith 

Andrew ...................................... 122 

Karen H. .................................... 173 

Michael ..................................... 203 

Pamela ......................................... 50 

Robert ........................................ 203 

Ronn J. ...................................... 111 

Sandra D. ................................... 211 

Snyder 

Aaron ........................................... 96 

Sobh 

Rana ............................................ 45 

Sobol 

Kamila ....................................... 211 

Sohier 

Alice .................................... 16, 130 

Sokolova 

Tatiana .............................. 110, 203 

Somer 

Eli 167 

Sonenshein 

Scott ............................................ 42 

Song 

Xiaobing...................................... 74 

Yoo Jin .................................. 77, 81 

Young-A ........................... 203, 211 

Sonnenberg 

Nadine ....................................... 126 

Sonobe 

Yasushi ..................................... 179 

Sood 

Sanjay ........................... 58, 59, 153 

Sorensen 

Herb .......................................... 120 

Soster 

Robin L. .................... 103, 151, 192 

Spassova 

Gerri .......................................... 203 

Spiller 

Stephen ....................... 40, 192, 211 

Spiteri Cornish 

Lara ..................................... 37, 203 

Sprott 

David E. ...................................... 27 

Srivastava 

Joydeep ..................................... 192 

Stadler Blank 

Ashley ............................... 203, 211 

Stamatogiannakis 

Antonios .... 23, 24, 49, 50, 116, 203 

Stamboli-Rodriguez 

Celina ........................................ 147 

Stamos 

Angelos ..................................... 109 

Stanislawski 

Sumire ....................................... 179 

Stanton 

Steven J. ...................................... 30 

Steffel 

Mary .......................................... 192 

Steinfield 

Laurel ...... 45, 46, 60, 166, 167, 203 

Steinhart 

Yael ................................... 172, 203 

Steinmann 

Sascha ....................................... 203 

Stephen 

Andrew ................... 34, 50, 77, 203 

Sternthal 

Brian ................................. 113, 203 

Stewart 

Katherine ................................... 150 

Stoeckl 

Verena E. .................................. 182 

Stornelli 

Jason ................................. 203, 211 

Strizhakova 

229 

Yuliya ....................................... 203 

Sty_Bko-Kunkowska 

Ma_2gorzata ............................. 179 

Sugai 

Philip ........................................... 26 

Suher 

Jacob ......................................... 119 

Sujan 

Harish.......................... 60, 204, 211 

Mita ........................................... 192 

Sukhdial 

Ajay .......................................... 204 

Summers 

Chris ................. 106, 134, 204, 211 

Sun 

Yixia ......................................... 211 

Sundar 

Aparna .............................. 152, 204 

Sundie 

Jill ....................................... 80, 204 

Sung 

Yongjun ...................................... 95 

Yoon-Hi .................................... 125 

Supphellen 

Magne ....................................... 204 

Süssenbach 

Sophie ......................................... 84 

Sussman 

Abigail B. ............................ 40, 204 

Swanson 

Katie ......................................... 211 

Sweldens 

Steven ............................... 144, 190 

Szocs 

Courtney ............. 30, 171, 204, 211 

T 

Tagg 

Stephen ..................................... 204 

Taheri 

Babak ................................ 204, 211 

Takhar 

Amandeep ............. 72, 87, 123, 211 

Tal 

Aner .................... 92, 101, 119, 151 

Tam 

Leona .................................. 82, 204 

Tang 

Chenying (Claire) ....... 98, 204, 211 

Felix .......................................... 204 

Tannenbaum 

David .......................................... 21 

Tao 

Tao ............................................ 105 

Tari Kasnakoglu 

Berna ......................................... 204 

Taube 

Markus ...................................... 142 

Taylor 

David ........................................ 204 

Teng

Lefa ........................................... 106 

ter Hoeven 

Claartje ........................................ 78 

Teschner 

Florian ....................................... 110 

Tessitore 

Tina ........................................... 108 

Tezer 

Ali ..................................... 106, 211 

Thakkar 

Maneesh .................................... 204 

Thomas 

Kevin ......................................... 211 

Manoj ........................................ 190 

Tandy Chalmers ........................ 204 

Veronica .................................... 204 

Thompson 

Debora V. .................................. 193 

Thrasher 

James F. ....................................... 99 

Tian 

Ding ........................................... 212 

Tignor 

Stefanie M. ................................ 101 

Tinson 

Julie ........................................... 204 

To 

Ashley Y. H................................. 94 

Tomaseti-Solano 

Eva ............................................ 124 

Tonietto 

Gabriela ....................................... 59 

Tonner 

Andrea ............................... 204, 212 

Torelli 

Carlos J. ............. 27, 28, 30, 47, 190 

Tormala 

Zakary L. ................... 114, 145, 190 

Touré-Tillery 

Maferima ................................... 174 

Towal 

R. Blythe ................................... 161 

Townsend 

Claudia ...................... 166, 169, 193 

Tran 

An T. ......................................... 165 

Trebeck 

Katherine ..................................... 46 

Treuer 

Galen ......................................... 134 

Troye 

Sigurd V. ..................................... 88 

Trudel 

Remi .......................................... 142 

Trump 

Rebecca K. ................................ 204 

Tsai 

Claire ......................................... 193 

Tsang 

Alex S. L. .................................. 115 

Tsuchihashi 

Haruko ...................................... 116 

Tu 

Ke (Christy) ...................... 157, 212 

Lingjiang ..................................... 90 

Yanping ..................................... 204 

Tuk 

Mirjam ...................................... 193 

Tully 

Stephanie M. ..................... 164, 165 

Tumbat 

Gulnur ......................... 89, 190, 213 

Tunca 

Burak ........................................... 88 

Ture 

Meltem ...................................... 204 

Turley 

Darach ....................................... 204 

U 

Ubel 

Peter .......................................... 175 

Uhalde 

Arianna ....................................... 79 

Ülkümen 

Gülden ................................. 21, 193 

Ulusoy 

Emre ............................................ 98 

Ulver 

Sofia ............................................ 38 

Umashankar 

Nita ........................................... 167 

Unnava 

H. Rao ................................... 19, 78 

Uotila 

Hannu .................................. 17, 129 

Upadhyaya 

Shikha ....................................... 156 

Urbonavi_Dius 

Sigitas ......................................... 38 

Urien 

Bertrand .................................... 161 

Urminsky 

Oleg 21, 32, 40, 155, 168, 169, 173, 

193 

Utgard 

Jakob ........................................... 81 

V 

V. Johar 

Gita ........................................... 139 

Vaidyanathan 

Rajiv .......................................... 204 

Valenzuela 

Ana .................................... 104, 193 

Vallen 

Beth ........................... 141, 204, 212 

van Beest 

Ilja ............................................... 59 

Van den Bergh 

Bram ......................................... 190 

van der Lans 

230 

Ralf ............................................. 94 

Van Ittersum 

Koert ........................................... 22 

Van Kerckhove 

Anneleen ................................... 133 

van Laer 

Tom ........................................... 170 

van Osselaer 

Stijn ........................................... 190 

VanEpps 

Eric ........................................... 100 

Vanhuele 

Marc .......................................... 110 

Vaniala 

Iiro ...................................... 17, 131 

Veeck 

Ann ........................................... 204 

Veer 

Ekant ........................... 60, 193, 213 

Veiga 

Ricardo Teixeira ....................... 204 

Venkatesh 

Alladi ........................................ 204 

Venkatraman 

Meera ........................................ 204 

Venugopal 

Srinivas ............................. 156, 184 

Veresiu 

Ela ............................. 146, 147, 184 

Verlegh 

Peeter .... 27, 78, 124, 126, 170, 176 

Vermeir 

Iris ............................................... 95 

Verrochi Coleman 

Nicole............................ 36, 42, 193 

Verstraeten 

Julie ........................................... 108 

Vicdan 

Handan ...................................... 182 

Vickers 

Brian D. ...................................... 66 

Vieceli 

Julian ......................................... 204 

Vieira 

Valter ........................................ 204 

Vigar-Ellis 

Debbie ......................................... 88 

Vignolles 

Alexandra .......................... 128, 131 

Vinuales 

Gema ......................................... 116 

Visconti 

Luca M. ..................... 146, 147, 204 

Visentin 

Matteo ....................................... 204 

Viswanathan 

Madhu ......................... 60, 156, 184 

Nanda ........................................ 204 

Vohs 

Kathleen . 22, 23, 30, 32, 40, 50, 52,

62, 134, 163, 174, 177, 193 

Voorhees 

Clay ........................................... 168 

Vosgerau 

Joachim ................................. 43, 49 

Voyer 

Peter .................................. 204, 212 

W 

W_5sowicz-Kiry_2o 

Gra_Cyna .................................. 179 

Wadhwa 

Monica ...................... 164, 193, 212 

Wagner 

Udo ............................................ 161 

Wakslak 

Cheryl ........................................ 181 

Walker Naylor 

Rebecca ..................... 134, 178, 193 

Wallendorf 

Melanie ..................................... 190 

Wallman 

Jeffrey ......................................... 29 

Walter 

Carla .......................................... 204 

Walters 

Daniel .......................................... 21 

Walther 

Eva ............................................ 144 

Wan 

Echo Wen ............................ 56, 193 

Fang ............................. 77, 204, 212 

Jing .............................. 35, 169, 212 

Lisa C. ......................................... 39 

Wang 

Alice (Jing) .................................. 46 

Chen .................................... 41, 204 

Jessie J. ...................................... 161 

Jing (Alice) .......................... 46, 193 

Kanliang .................................... 111 

Liangyan ................................... 105 

Lili ..................................... 180, 204 

Paul ........................................... 204 

ShihChing ................................. 212 

Sui-Min ....................................... 98 

Tingting ..................................... 212 

Xi 110 

Yajin ............................ 29, 147, 148 

Ze 86, 204 

Ziwei ......................................... 204 

Zongyuan .................................... 81 

Wansink 

Brian .................... 92, 119, 141, 151 

Ward 

Morgan ................................ 68, 167 

Warmath 

Dee ............................................ 167 

Warren 

Caleb ......................... 139, 181, 205 

Weathers 

Danny .......................................... 87 

Weaver 

Kimberlee ............................ 36, 193 

Webb 

Andrea ............................... 117, 119 

Elizabeth ................................... 212 

Weber 

Virginia ....................... 38, 122, 169 

Webster 

Cynthia .............................. 205, 213 

Wedel 

Michel ....................................... 138 

Weeden 

Clare .......................................... 205 

Weeks 

Kivy ............................................ 75 

Wei 

Shuqin ....................................... 115 

Weibel 

Christian .............................. 95, 212 

Weihrauch 

Andrea ....................................... 107 

Weinberger 

Michelle .................................... 190 

Weingarten 

Evan .......................................... 150 

Weiss 

Liad ................................... 172, 212 

Weisstein 

Fei L. ................................. 110, 205 

Wen 

Na (Amy) ............................ 95, 107 

Wertenbroch 

Klaus ........................................... 53 

Wheeler 

Christian .................................... 190 

S. Christian ................................ 114 

Whelan 

Andrew ....................................... 90 

Jodie .................................... 58, 205 

White 

Andrew ..................................... 212 

Katherine ............................. 51, 190 

Rebecca ..................................... 173 

Tiffany ................................ 80, 205 

Wiener 

Hillary ................................... 43, 44 

Wiertz 

Caroline ..................................... 193 

Wiggins 

Catherine ..................................... 94 

Wilcox 

Keith ..... 24, 25, 40, 50, 60, 66, 193 

Wiles 

Michael ..................................... 103 

Wilkie 

William ..................................... 205 

Williams 

Elanor ........................................ 205 

Lawrence ........................... 181, 193 

Patti ............................. 42, 153, 190 

231 

Wilner 

Sarah ......................................... 111 

Winkelman 

Bryce ......................................... 185 

Winterich 

Karen .............................. 24, 46, 47 

Wiyanto 

Tifani .................................. 90, 212 

Wobker 

Inga ............................................. 75 

Wohlfeil 

Markus .............................. 205, 213 

Wolfgramm 

Rachel ....................................... 127 

Wolfinbarger Celsi 

Mary ..................................... 37, 65 

Wong 

Nancy ........................................ 167 

Wood 

Charles ...................................... 146 

Woolley 

Kaitlin ......................................... 49 

Wooten 

David .................................... 33, 58 

Worlu 

Omnipreye .................................. 55 

Wu 

Eugenia ..................................... 193 

Jiayun (Gavin) .................... 98, 205 

Xiaoqing ..................................... 98 

Yi-Chia ..................................... 212 

Würth 

Julian ......................................... 183 

Wyer 

Robert S. ... 39, 49, 84, 96, 105, 177 

X 

Xia 

Lan ............................................ 205 

Xiao 

Na 205 

Xie 

Guang-Xin .......................... 98, 205 

Xu 

Alison Jing .............. 18, 31, 43, 190 

Fei ............................................... 62 

Huimin ................................ 69, 182 

Jing ............................................. 48 

Lan .................................... 107, 108 

Y 

Yalch 

Richard.............................. 105, 205 

Yang 

Adelle Xue ................ 169, 173, 212 

Chun-Ming .... 78, 85, 113, 205, 212 

Haiyang ............... 50, 116, 157, 205 

Lifeng........................ 171, 205, 212 

Linyun ....................................... 205 

Sybil .......................................... 205 

Xiaojing ...................................... 70 

Yang ........................................... 43

Zhiyong ........... 39, 83, 88, 112, 205 

Yani-de-Soriano 

Mirella ......................................... 77 

Yao 

Jun ............................................. 170 

Qing ............................................. 18 

Yates 

J. Frank ........................................ 66 

Ye 

Jun ............................................. 125 

Lilly ........................................... 205 

Yeomans 

Mike ............................................ 69 

Yeung 

Catherine ................................... 193 

Yi 

Sunghwan .................................. 102 

Yim 

Mark Yi-Cheon ......... 116, 205, 212 

Yoeli 

Erez ............................................. 20 

Yoo 

Seung (Seung-Chul) .................... 73 

Yoon 

Heeyoung .................................. 103 

Hye Jin .................................. 72, 73 

Sukki ........................................... 47 

Sunyee ....................................... 212 

Youn 

Nara ............................................. 85 

Y. Jin ............................. 83, 85, 122 

Yuan 

Shaofeng ................................... 205 

Yucel-Aybat 

Ozge ............ 79, 113, 135, 205, 212 

Yuhuang 

Zheng ........................................ 114 

Yuksel 

Mujde ........................................ 205 

Z 

Zanger 

Cornelia ..................................... 179 

Zauberman 

Gal ....................................... 40, 165 

Zayer 

Linda Tuncay .............................. 26 

Zeelenberg 

Marcel ......................................... 48 

Zemack-Rugar 

Yael ........................... 114, 174, 193 

Zeugner-Roth 

Katharina ..................................... 28 

Zhang 

Charles ................................ 21, 205 

Dan ............................................ 205 

Jiao .............................. 62, 149, 205 

Jing ............................................. 70 

Kuangjie .................................... 205 

Lijun ........................................... 73 

Meng ......................................... 193 

Yan ................................... 137, 193 

Ying .................................... 49, 205 

Yinlong ................................. 90, 91 

Zhao 

Min ........................................... 193 

Zheng 

Da 87 

Yuhuang ............................ 105, 205 

Zhong 

Chen-Bo ............................ 136, 193 

Zhou 

Rongrong .................................. 193 

Xiaoyu ................................ 85, 113 

Zhu 

Juliet ....... 41, 44, 45, 114, 132, 193 

Meng ................................. 205, 212 

Zitek 

Emily .......................................... 20 

Zolfagharian 

Mohammadali ........................... 205 

Zwick 

Rami ......................................... 205 

232

Preliminary Program - Association for Consumer Research

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