Program 2013 Winter Marketing Educators' Conference Challenging ...

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Caesars Palace Las Vegas: Session Room 6 Participants: A Change of Heart (Mind): Preference Reversals while Making Choices for a Sequence of Healthy and Unhealthy Food Options Dipayan Biswas, University of South Florida Courtney Szocs, University of South Florida Maureen Morrin, Rutgers University While consumers often evaluate products simultaneously, in many cases, it makes practical sense to evaluate products sequentially. Sequential evaluation of products is especially relevant in the case of experiential consumption (e.g., for food/beverage items). This research examines how the order in which healthy and unhealthy food items are sequentially encountered influences consumer choices. The results of two studies show that consumers have higher preference for the healthy item when evaluating options in the sequence of healthy-unhealthy (vs. unhealthy-healthy). However, paradoxically, the preference for the unhealthy item increases when a second healthy option is added to the sequence. A Two-Dimensional Scale of Eating Guilt Ajay Sukhdial, Oklahoma State University Alex Zablah, George Mason University David Boush, University of Oregon Understanding guilt about eating and how it operates is of practical importance to food and social marketers who design products and communication programs intended to steer consumers towards healthier eating alternatives. This study attempts to further understanding of the role of eating guilt in healthful food consumption by proposing and testing a two-dimensional conceptualization and corresponding measure of the eating guilt phenomenon. Confirmatory factor analysis confirms the aforementioned two-dimensional conceptualization. Importantly, the results reveal that guilt by commission and guilt by omission behave differently within the same nomological network. Performance of the Five European Union Most Important Nutritional Labels George Chryssochoidis, University of East Anglia The efforts to reverse the overweight/obesity epidemic have largely been based on the premise that the “more the information provided to consumers, the better”. Nutritional labeling schemes have been instrumental in implementing such premise and different such schemes have been developed and used both in the US and elsewhere. US-based evidence shows that there is no winner regarding overall performance for consumer protection among the tested US labeling formats. The question is: Do the labeling schemes adopted in EU perform better? We test the 5 most important labeling schemes in European Union on grounds of perceived completeness, complexity, simplicity, accuracy and coerciveness for performance. The results show that no single label prevails; different labels possess different characteristics and performance also differs between low and high caloric content. Moreover, differences in perceptions are overall no-country specific; only consumers’ idiosyn- cratic bases ones. The results suggest lack of suitability of a single nutritional label for consumer protection and raise additional doubts on the effectiveness of the original public policy premise for greater nutrition-based consumer protection as implemented through nutritional labeling schemes. The Effect of Package Color on Food Calorie Judgment Ping Dong, University of Toronto Jinghui Qian, University of Toronto This study examines whether the package color (red vs. blue) of a product influences people’s estimation of calorie as well as other related purchase behaviors. Results from a vignette and a laboratory experiment suggested when participants are exposed to a red-packaged product, rather than a blue-packaged one, they are more sensitive to calories, more likely to become aware of the potential health risks associated with consuming a vice product, and therefore tend to estimate the product to be more expensive. More importantly, the abovementioned effect only occurs to people who are health-conscious. 082. Customer Considerations in <strong>Marketing</strong> Strategy Caesars Palace Las Vegas: Session Room 7 Participants: A Conceptual Study on Post-Participation Dissonance and its Outcomes Devdeep Maity, Oklahoma State University Todd J Arnold, Oklahoma State University The U.S. retail industry makes billions of dollars a year by engaging customers to participate in their business (design, production, delivery of goods and services); however, scholarship that focuses on the psychological implications of such participatory actions by customers is limited. This study introduces the concept of “post-participation dissonance,” by integrating two previously unrelated literatures: those of customer participation and cognitive dissonance. In this paper, the role of post-participation dissonance in generating potent upward counterfactuals and its subsequent influence on perceived ownership and negative word-of-mouth intentions is examined. Additionally, the study looks at the mediating role of product and process satisfaction and the moderating role of interactional and procedural justice on the above relationship. Poaching Customers Without Being Self-Defeating: Competitor-Targeted Ads & Promotional Incentives Xueming Luo, University of Texas at Arlington Yiping Song, Fudan Universit Catherine Tucker, MIT Shuai Yang, University of Connecticut This study examines how firms should design their internet ads to poach consumers who are interested in their competitor’s products. In particular, it examines whether firms should highlight promotional incentives to entice such consumers to defect. Using three randomized field experiments conducted through Google’s AdSense contextual targeting platform, we find that targeting competitors’ consumers can be a successful strategy, and on occasions more successful than targeting con-
sumers who are already interested in the brand or who are at earlier stages in the decision process. However, advertisers should be cautious about highlighting promotional incentives in such ads. It may be tempting for companies to rely on promotional incentives in order to ‘poach’ customers of rival firms. Our results show that such strategies can backfire. Though such tactics can lead to high initial attention in the form of clicks, they are less likely to lead to conversions and profits. Our results provide important insights into the interplay between competitor-targeted ads and promotional incentives, an issue especially relevant for emerging markets. How Sponsorship Deal Characteristics Drive Sponsorship Outcomes: A Multi-Level Analysis David M. Woisetschläger, Technische Universität Braunschweig Christof Backhaus, Technische Universität Braunschweig Existing research on sponsorship effectiveness has predominantly focused on understanding how consumers process sponsorship information and on studying contingency factors on the individual level that help understanding why sponsorship outcomes differ. Relatively little empirical studies have been devoted to success factors on the sponsor-partnership level such as sponsorship policies. The present study intends to contribute to the literature in at least two ways. First, a conceptual model is developed that links characteristics of sponsorship partnerships, namely the level of sponsorship fees, contract length, and regionality of the sponsor to individual consumer perceptions which comprehend consumer perceptions of sponsor commitment, sponsorship fit, and brand attitude as key performance indicator of sponsorship. Second, we examine the direct effects of the objectively measured (sponsorship-level) characteristics on each of the consumer-level drivers of brand attitude (consumer perceptions of sponsorship commitment and sponsorship fit). Results drawing on objective data describing 50 sponsorships and on a representative field study including 2,789 German consumers show that objective characteristics of sponsorship deals are reflected in terms of significantly different evaluations of sponsor commitment and attitudinal reactions by consumers. More specifically, consumers value sponsors that commit themselves to long-term relationships in their sponsorship strategy. Other noteworthy findings are that consumers question the motives of firms that are associated with high sponsorship spending. Regional firms face a mixed blessing. Based on these results, implications for sponsorship management are derived. Effects of Product Placements on Consumers’ Evaluations of the Placed Product & the Host Media <strong>Program</strong> Sabine Gruschwitz, Bauhaus-University Andre Marchand, University of Muenster Thorsten Hennig-Thurau, University of Muenster The strategy of placing products in media programming is receiving an increasing interest among marketing practitioners and scholars. While product managers value placements as a cost-effective method of targeting specified audiences in an unobtrusive way, the media industry also benefits from the dispersion of product placement as a source of financing. The authors develop a theory-driven conceptual model with hypotheses and investigate the effect of product placement on attitude toward the placed product and the host media program (i.e., the movie). To test their hypotheses, the authors conduct an experiment where participants are randomly assigned to one of three versions of a custom-made movie, seven minutes in length, with different levels of placement prominence. With a partial least squares analysis the authors show that raising the level of prominence heightens consumers’ intolerance of placements and also negatively affects consumers’ evaluations of the host media program. In addition, high placement prominence generates reactance against its persuasion attempts, which has a negative impact on attitude towards the placed product. All effects were controlled by the initial product attitude, which itself lowers placement reactance and raises consumer evaluations of the host media program. Chair: David W. Stewart, Loyola Marymount University 083. The Digital Lives of Markets Caesars Palace Las Vegas: Session Room 8 The papers in this session will investigate the various digital layers of markets. Social media, consumer collaboration, support, and chatter will all be considered as they suffuse and shape market exchange. Participants: Branded Together for Support: The Role of Brand Constellations in Virtual Support Communities Geraldine Rosa Henderson Tonya Bradford, University of Notre Dame Sonya A. Grier, American University We present a broader conceptualization of how virtual support communities also serve as brand communities. We find that consumers in virtual support communities together determine which brands belong and do not belong to their constellation. They do this collectively and individually via brand advocacy. Brands are important to the members of virtual support communities as they enhance and enable them to achieve. These brand (b) advocacies occur in four main ways: repurposing, resurrecting, recreating, or rejecting. Thus, implications exist for marketers and scholars alike to understand how consumers’ virtual word of mouth may influence the brand experience and lifecycle. Looking Toward the Future of Social Media As a Cultural Landscape Alladi Venkatesh, University of California Lauren Louie, University of California Abstract No other cultural movement in recent years has taken the world by storm, so to speak, as the emergence of social media. Social media is prominent not only as part of today’s technological landscape, but as a socio-cultural phenomenon that cuts across national boundaries. In addition to remaining persistently popular among teens and young adults it has been embraced by different demographic and social groups across dif-
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