Index of Paper Presentations for the Parallel Sessions - Academy of ...

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Second, to examine the manipulation of temporal orientation priming, the participants were askedto recall the exercise that they had completed prior to reading the webpage. As desired, theparticipants in the long-term priming condition were more likely to recall that they were asked todescribe their life in 50 years (MLongTerm = 6.72 and MShortTerm = 1.67, t (109) = 21.35, p
temporal orientation priming was significant on processing fluency (β = .40; t[109] = 4.55, p .33), indicating full mediation. The effect of processing fluency, meanwhile,remained significant (p < .02). As such, H3 was supported.DiscussionStudy 1 demonstrates that congruency between message concreteness and primed temporalorientation matters. Priming short-term orientation enhances (reduces) persuasiveness whenconcrete (abstract) message is featured. The results uncover different mediating pathways throughwhich congruency effects occur. In particular, processing fluency was found to mediate thecongruency effects on intention to avoid secondhand smoke, whereas processing fluency and theflow were chain-mediators of congruency effect on attitude toward the webpage. These findingsraise the question of how generalizable the congruency effect is. And, it is important to determinewhether the underlying processing mechanisms are consistent when the congruency isoperationalized differently. So study 2 examines congruency between message concreteness and aprimed processing mode. The primed mode of interest in this case is high versus low imageryprocessing due to its relevance to health-related theory and behavior (Keller and Lehmann 2008)and because of its linkages to broader bodies of advertising theory (Chowdhury et al. 2008; Bollsand Muehling 2007).STUDY 2: CONGRUENCY EFFECTS BETWEEN MESSAGE CONCRETENESS ANDIMAGERY PROCESSING MODEPrior theory suggests that processing fluency may be induced by a variety of stimuli ranging fromrepeated exposure (e.g., Janiszewski and Meyvis 2001; Lee 2001), to enhanced contextual clarity(Reber, Winkielman, and Schwarz 1998), and to message framing (Lee and Aaker 2004).Processing fluency appears likely to be increased due to congruency between 1) the informationand organization of information, and 2) the type of processing being done (Thompson andHamilton 2006). Advertising researchers have conceptualized low and high imagery informationprocessing mode (MacInnis and Price 1987). Low-imagery processing involves processingsymbols through mental activities such as encoding (retrieving) information into (from) aknowledge schema. High-imagery processing is activated as a mental sensory experienceinvolving a concrete representation of ideas and feelings that facilitates direct recovery of pastexperiences from memory (MacInnis and Price 1987). Prior research has repeated demonstratedthat concrete (abstract) messages are more congruent with high (low) imagery processing (e.g.,Petrova and Claldini 2005). In sum, the extant literature suggests that higher levels of processingfluency when message concreteness and processing mode are congruent (incongruent) will lead tomore (less) favorable attitude and enhanced (reduced) persuasion. Bearing these thoughts inmind, we formally hypothesize that:H4: Congruency (versus incongruency) between imagery processing mode (high/low) andmessage concreteness (concrete/abstract) will lead to more positive attitude toward the webpageand lower cigarette trial intention.H5: Processing fluency and flow will jointly mediate the effects of congruency between messageconcreteness and imagery processing mode on attitude toward the webpage.H6: Processing fluency alone will mediate the effects of congruency between messageconcreteness and imagery processing mode on cigarette trial intention.MethodStudy 2 employed a 2 (concrete versus abstract message) X 2 (high versus low imageryprocessing mode) between-subjects factorial design. One-hundred and seventeen undergraduatebusiness students from a major American university participated. As in study 1, participants werescreened to exclude regular smokers. This resulted in a sample of 96 participants (male = 52%;nonsmokers = 95%; occasional smokers = 5%).
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
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DiscussionThe key insights from the
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eturn on marketing investment. Reta
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What is Proximity marketing?Proximi
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Conjoint AnalysisFor identifying di
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Government service/ retail organiza
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Local franchisees too prefer the re
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
Page 314 and 315: Team-branding, thus, becomes an imp
Page 316 and 317: students. These items were measured
Page 318 and 319: QuickTime and adecompressorare need
Page 322 and 323: Gladden, J.M. and Funk, D.C. (2002)
Page 324 and 325: Impact of Sensory Branding on Consu
Page 326 and 327: were selected by the consumers with
Page 328 and 329: Reaction to Advertisements and Bran
Page 330 and 331: „service‟ as ―an act or perfo
Page 332 and 333: proposed attributes that customers
Page 338 and 339: There are some limitations inherent
Page 340 and 341: SERQUAL Scale‖, Journal of Retail
Page 342 and 343: capabilities for stakeholder engage
Page 344 and 345: arrived at a consensus. Independent
Page 346 and 347: different levels of government to p
Page 348 and 349: NGOs and CBOs. In addition, the cor
Page 350 and 351: the information generated at each l
Page 352 and 353: A nation‘s capacity embodies the
Page 354 and 355: ―…there is a lot of good work b
Page 356 and 357: manifested in many forms. Following
Page 358 and 359: Grindle, M. 1996. Challenging the S
Page 360 and 361: impacts of message concreteness in
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Page 366 and 367: The message concreteness manipulati
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Page 370 and 371: Processing: Review and Extensions,
Page 372 and 373: May, 2012a. Lillian L. Cheng, Cheng
Page 374 and 375: senses from experiences. It is a ba
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Page 378 and 379: IntroductionRetail banking is an es
Page 380 and 381: servicescape of retail banks in Sin
Page 382 and 383: specific aspects of service environ
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Page 386 and 387: well as NSSM theory leaves signific
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Page 392 and 393: Several observational visits were p
Page 394 and 395: spending your time there. I don‘t
Page 396 and 397: ‗Our bank is located in the centr
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Page 400: McGivern, Y. (2006). The Practice o
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