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45430 SCP_cover_rb.indd 2 2/10/2010 8:17:14 AM

3

SCP 2010 St. Pete Beach, FL

Welcome to SCP 2010! We are delighted that you are here in St. Pete Beach FL to participate in the Society for Consumer Psychology annual winter conference 2010. We have been gratified by the overwhelming number of high quality submissions for the conference from around the world and for the enthusiasm of those of you who participated in the review process. The SCP 2010 conference is growing in tracks (now numbered at 7) and increasing in diversity. We received 383 submissions from 170 universities and 21 different countries this year. Over the next several days, we look forward to lively discussion and an active exchange of ideas centered on consumer psychology. The research that you hear about will shape the future of our field. We would like to extend our sincere thanks to the many reviewers, authors, presenters, discussants and volunteers that helped ensure a terrific conference program in 2010. We are extremely grateful to SCP president Hans Baumgartner for his many efforts and assistance throughout the year, and to Larry Compeau for his vision and patience throughout this process. The SCP Doctoral Consortium is in its second year and is now being underwritten by funds from Jane and David Schumann. We extend our sincere thanks to you for ensuring the future of the consortium. We also wish to thank Paul Belcastro, Aleksey Cherfas, Patty Salo Downs and Terra Ingram for their behind-the-scenes efforts in supporting this year‘s conference. Finally, we would like to thank our sponsors for their support. We are very grateful to have such wonderful contributions from so many people for the benefit of the Society. This is truly your conference and we hope you enjoy SCP 2010! Best wishes,

Adam Duhachek Meg Meloy Indiana University Penn State University

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SOCIETY FOR CONSUMER PSYCHOLOGY 2010 SCP ANNUAL WINTER CONFERENCE

PRESIDENT Hans Baumgartner, Penn State University

CONFERENCE CHAIRS Adam Duhachek, Indiana University Meg Meloy, Penn State University

PROGRAM COMMITTEE

Nidhi Agrawal, Northwestern University Eduardo Andrade, UC Berkeley A. Selin Atalay, HEC Paris Lisa Bolton, Penn State University Samuel Bond, Georgia Technology Simona Botti, London Business School S. Adam Brasel, Boston College Kurt Carlson, Georgetown University Lisa Cavanugh, University of Southern California Amitav Chakravarti, New York University Elise Chandon, Virginia Tech Alex Chernev, Northwestern University Joshua Clarkson, Indiana University Maria L. Cronley, Miami University of Ohio Marcus Cunha Jr, University of Washington Kristin Diehl, University of Southern California Claudiu Dimofte, Georgetown University Alexander (Sasha) Fedorikhin, Indiana University Jeff Galak, Carnegie Mellon University Kelly Goldsmith, Northwestern University Joseph Goodman, Washington University, St. Louis Kunter Gunasti, University of Connecticut Gerald Häubl, University of Alberta Michal Herzenstein, University of Delaware JoAndrea Hoegg, University of British Columbia Jiewen Hong, HKUST Aparna Labroo, University of Chicago Juliano Laran, University of Miami Robyn LeBoeuf, University of Florida Jonathan Levav, Columbia University Charles Lindsey, SUNY, Buffalo

Wendy Liu, UCLA Selin Malkoc, Washington University in St. Louis Naomi Mandel, Arizona State University A. Peter McGraw, University of Colorado at Boulder Elizabeth Miller, Boston College Nicole Montgomery, College of William and Mary Anirban Mukhopadhyay, HKUST and University of Michigan Leif D. Nelson, University of California, Berkeley Jesper Nielsen, University of Arizona Michael Norton, Harvard University James Oakley, University of North Carolina Vanessa Patrick, University of Houston Anastasiya Pocheptsova, University of Maryland Cait Poynor, University of Pittsburgh Rebecca Ratner, University of Maryland Derek Rucker, Northwestern University Suzanne Shu, University of California at Los Angeles Joseph Simmons, Yale University Deborah Small, University of Pennsylvania Rob Tanner, University of Wisconsin-Madison Zakary Tormala, Stanford University Gülden Ülkümen, University of Southern California Joachim Vosgerau, Carnegie Mellon University Jing Wang, University of Iowa Kimberlee Weaver, Virginia Tech Tiffany White, University of Illinois Stacy Wood, University of South Carolina Sunghwan Yi, University of Guelph Carolyn Yoon, University of Michigan Eric Yorkston, Texas Christian University

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INDIVIDUAL AND WORKING PAPER REVIEWERS

Khaled Aboulnasr, Florida Gulf Coast University

Joshua Ackerman, MIT

Nidhi Agrawal, Northwestern University

Hongmin Ahn, University of Texas at Austin

Jim Alvarez-Mourey, University of Michigan

Eduardo Andrade, University of California at Berkeley

Demetra Andrews, University of Houston

Lalin Anik, Harvard Business School

Christina I. Anthony, University of Sydney

Laurence Ashworth, Queen's University

A. Selin Atalay, HEC Paris

Peter Atorough, Aberdeen Business School

Rajesh Bagchi, Virginia Tech

Aysen Bakir, Illinois State University

Michael Basil, University of Lethbridge

Aronte Bennett, New York University

Christine Bennett, University of St. Thomas

Amit Bhattacharjee, University of Pennsylvania

Barbara Bickart, Boston University

Darron Billeter, Brigham Young University

Dipayan Biswas, Bentley University

Simon J. Blanchard, Penn State University

Janneke Blijlevens, Delft University of Technology

H. Onur Bodur, Concordia University

Courtney Boerstler, University of Oregon

Wendy Boland, American University

Lisa Bolton, Penn State University

Samuel Bond, Georgia Technology

Andrea Bonezzi, Northwestern University

Carolyn Bonifield, University of Vermont

Simona Botti, London Business School

Bridgette Braig, Braig Consulting

S. Adam Brasel, Boston College

Julie Edell Britton, Duke University

Bidisha Burman, Appalachian State University

Jennifer Burton, Bradley University

Heather Buttle, Massey University

Oliver B. Büttner, Zeppelin University

Kurt Carlson, Georgetown University

Ryall Carroll, St. John's University

Lisa Cavanugh, University of Southern California

Amitav Chakravarti, New York University

Tandy Chalmers, Queen's University

Eugene Chan, University of Toronto

Elise Chandon, Virginia Tech

Chiu-chi Angela Chang, Shippensburg University

Promothesh Chatterjee, University of South Carolina

Alex Chernev, Northwestern University

Hsu Hsien Chi, Shih Hsin University

Sungchul Choi, University of Northern British Columbia

Tilo G. Chowdhury, Quinnipiac University

HaeEun Helen Chun, Cornell University

Joshua Clarkson, Indiana University

Bart Claus, K.U. Leuven, Belgium

Larry Compeau, Clarkson University

Paul M. Connell, Stony Brook University

June Cotte, University of Western Ontario

Adam Craig, University of South Carolina

David Cranage, Penn State University

Maria L. Cronley, Miami University of Ohio

Marcus Cunha Jr, University of Washington

Kim Daniloski, Virginia Tech

Ilan Dar-Nimrod, University of British Columbia

Neel Das, Appalachian State University

Derick Davis, Virginia Tech

Yoshiko DeMotta, Baruch College/CUNY

Melanie Dempsey, Ryerson University

Nathalie Dens, University of Antwerp

Debra Desrochers, Tulane University

Hélène Deval, University of Cincinnati

Kristin Diehl, University of Southern California

Eric Dolansky, Brock University

Courtney Droms, Valdosta State University

Shuili Du, Simmons College School of Management

Brittany Duff, University of Illinois at Urbana-Champaign

Francine Espinoza, ESMT Berlin, Germany

Douglas Ewing, University of Cincinnati

Aida Faber, McGill University

Alexander (Sasha) Fedorikhin, Indiana University

Jodie Ferguson, Virginia Commonwealth University

Rosellina Ferraro, University of Maryland

Karen Finlay, University of Guelph

Stephanie Finnel, University of Pennsylvania

Malte Friese, University of Basel

Jeff Galak, Carnegie Mellon University

Rajani Ganesh Pillai, North Dakota State University

Kelly Goldsmith, Northwestern University

Joseph Goodman, Washington University, St. Louis

Vladas Griskevicius, University of Minnesota

Abhijit Guha, Wayne State University

6

Kunter Gunasti, University of Connecticut

Eda Gurel Atay, University of Oregon

Erin Younhee Ha, University of Illinois at Urbana-Champaign

Xiaoqi Han, University of Cincinnati

Haiming Hang, University of Reading

Tracy Harmon, University of Dayton

Rick Harnish, Penn State at New Kensington

Gerald Häubl, University of Alberta

Michal Herzenstein, University of Delaware

JoAndrea Hoegg, University of British Columbia

Jiewen Hong, HKUST

David Houghton, Charleston Southern University

Hazel Huang, Durham Business School

Iris Hung, National University of Singapore

Caglar Irmak, University of South Carolina

Mathew Isaac, Northwestern University

Jesse Itzkowitz, University of Florida

Aarti Ivanic, University of Southern California

Alexander Jakubanecs,

Cathrine Jansson-Boyd, Anglia Ruskin University

He Jia, Nanjing University

Lan Jiang, University of British Columbia

Ying Jiang, University of Ontario Institute of Technology

Yuwei Jiang, The Hong Kong Polytechnic University

Seung-A Jin, Boston College

Napatsorn Jiraporn, SUNY Binghamton

Bernadette Kamleitner, Queen Mary, University of London

Harish Kapoor, Acadia University

Pelin Kesebir, University of Colorado at Colorado Springs

Keri Kettle, University of Alberta

Azizuddin Khan, Indian Institute of Technology Bombay

Tina Kiesler, California State University, Northridge

Eunice Kim, Yale University

Hae Joo Kim, University of Toronto

Hak-Seon Kim

Moon-Yong Kim, Dongguk University

Youngseon Kim, University of Texas at San Antonio

Dan King, University of Florida

Bruno Kocher, HEC Paris, France

Yuliya Komarova, University of South Carolina

Steven Koppitsch, University of Southern California

Nevena Koukova, Lehigh University

Catherine Kozlowicz, University of Phoenix

Ann Kronrod, Tel-Aviv University

Monica LaBarge, Queens University

Aparna Labroo, University of Chicago Alexander Jan Lakotta, ESCP-EAP European School of

Management

Arun Lakshmanan, SUNY Buffalo

Son Lam, University of Houston

Sandra Laporte, HEC Paris

Juliano Laran, University of Miami

Robyn LeBoeuf, University of Florida

Jaehoon Lee, University of Texas at San Antonio

Ki Yeon Lee, University of Toronto

Seung Hwan (Mark) Lee, University of Western Ontario

Yun Lee, University of Iowa

Jonathan Levav, Columbia University

Jianping Liang, Sun Yat-sen University

Charles Lindsey, SUNY Buffalo

Ab Litt, Stanford University

Wendy Liu, UCLA

Alison Lo, University of Washington

Chris Long, Ouachita Baptist University

Peggy Sue Loroz, Gonzaga University

Tina M. Lowrey, University of Texas at San Antonio

Fang-Chi Lu, University of Iowa

Ahreum Maeng, University of Wisconsin at Madison

Kelley Main, University of Manitoba

Igor Makienko, University of Nevada at Reno

Selin Malkoc, Washington University in St. Louis

Naomi Mandel, Arizona State University

Antonia Mantonakis, Brock University

Carolyn Massiah, University of Central Florida

Ted Matherly, University of Maryland

Pragya Mathur, Baruch College, CUNY

Brent McFerran, University of British Columbia

A. Peter McGraw, University of Colorado at Boulder

Ritu Mehta, Indian Institute of Technology Kanpur

Elizabeth Miller, Boston College

Kobe Millet, KULeuven and Free University Amsterdam

Melissa Minor, University of Florida

Talya Miron-Shatz, Princeton University

Dick Mizerski, The University of Western Australia

Ashwani Monga, University of South Carolina

Nicole Montgomery, College of William and Mary

Detra Montoya, University of Washington

Maureen Morrin, Rutgers University-Camden

Jill Mosteller, Portland State University

Ruth Mugge, Delft University of Technology

Ashesh Mukherjee, McGill University Sayantani Mukherjee, California State University, Long

Beach

Anirban Mukhopadhyay, HKUST and University of Michigan

Myungwoo Nam, INSEAD, Singapore

Rebecca Naylor, Ohio State University

7

Leif D. Nelson, University of California, Berkeley

Leonardo Nicolao, Texas Christian University

Mihai Niculescu, New Mexico State University

Jesper Nielsen, University of Arizona

Miki Nomura, UW-Stout

Michael Norton, Harvard University

Theodore Noseworthy, University of Western Ontario

Leigh Novak, University of Southern California

James Oakley, University of North Carolina

Massimiliano Ostinelli, University of Wisconsin-Milwaukee

Grant Packard, University of Michigan

Polyxeni (jenny) Palla, Aristotle University of Thessaloniki

Mauricio Palmeira, Monash University

Ethan Pancer, Queen's University

Mario Pandelaere, Ghent University, Belgium

Yupin Patara, Chulalongkorn University

Vanessa Patrick, University of Houston

Connie Pechmann, University of California at Irvine

Elfriede Penz, Vienna University of Economics and Business

Laura Peracchio, University of Wisconsin - Milwaukee

Bruce Pfeiffer, University of New Hampshire

Christian Pinson, INSEAD, France

Anastasiya Pocheptsova, University of Maryland

Gratiana Pol, University of Southern California

Keiko Powers, J. D. Power and Associates

Cait Poynor, University of Pittsburgh

Paulo H M Prado, Federal University of Parana

Sanjay Puligadda, Miami University of Ohio

Girish Punj, University of Connecticut

Elizabeth Purinton, Marist College

Pingping Qiu, University of Manitoba

Srividya Raghavan, Icfai Business School

Rebecca Ratner, University of Maryland

Joseph Redden, Univ. of Minnesota

Marsha Richins, University of Missouri

Shannon Rinaldo, Texas Tech University

Christine Ringler, Arizona State University

Caroline Roux, McGill University

Abhijit Roy, University of Scranton

Himadri Roy Chaudhuri, National Institute of Technology

Derek Rucker, Northwestern University

Christina Saenger, Kent State University

Namika Sagara, University of Oregon

Ritesh Saini, University of Texas at Arlington

Adriana Samper, Duke University

Sridhar Samu, Indian School of Business

Dorothea Schaffner, Lucerne University of Applied Sciences

Ann Schlosser, University of Washington

Rom Schrift, Columbia University

Irene Scopelliti, Bocconi University

Aner Sela, Stanford University

Joon Yong Seo, University of Utah

Narendra Sharma, IIT Kanpur

Suzanne Shu, UCLA

David H. Silvera, University of Texas at San Antonio

Joseph Simmons, Yale University

Jayati Sinha, University of Iowa

Nancy Sirianni, Arizona State University

Deborah Small, University of Pennsylvania

Robert Smith, University of Michigan

Ronn Smith, University of Arkansas

Robin Soster, University of South Carolina

Nathalie Spielmann, Reims Management School

Antonios Stamatogiannakis, INSEAD, France

Yael Steinhart, University of Haifa

Andrew Stephen, INSEAD, France

Harish Sujan, Tulane University

Abdullah Sultan, Kuwait University

Jill Sundie, University of Houston

Yongjun Sung, The University of Texas at Austin

Rob Tanner, University of Wisconsin-Madison

Amy Tomas, University of Vermont

Zakary Tormala, Stanford University

Remi Trudel, Boston University

Rebecca Trump, University of Arizona

Gülden Ülkümen, University of Southern California

Tiger V, Alliance Business School

Femke van Horen, Tilburg University

Guda van Noort, University of Amsterdam

Peeter Verlegh, Erasmus University Rotterdam

Nicole Verrochi, University of Pennsylvania

Joachim Vosgerau, Carnegie Mellon University

Jing Wang, University of Iowa

Jing Wang, Singapore Management University

Morgan Ward, University of Texas at Austin

Kimberlee Weaver, Virginia Tech

Katherine White, University of Calgary

Tiffany White, University of Illinois

Jennifer Wiggins Johnson, Kent State University

Keith Wilcox, Babson College

Elanor Williams, University of Florida

Andrew Wilson, St. Mary's College of California

Karen Winterich, Texas A&M University

Stacy Wood, University of South Carolina

8

Scott Wright, University of Cincinnati

Eugenia Wu, Duke University

Lan Xia, Bentley University

Hong Xiao, Lecture, Durham Business School

Guang-Xin (Vincent) Xie, University of Massachusetts Boston Dengfeng Yan, Hong Kong University of Science and

Technology

Lifeng Yang, Ohio State University

Xiaojing Yang, University of Wisconsin, Milwaukee

Sunghwan Yi, University of Guelph

Carolyn Yoon, University of Michigan

Sukki Yoon, Bryant University

Eric Yorkston, Texas Christian University

Yael Zemack-Rugar, Virginia Tech

Charles Zhang, University of Michigan

Jiao Zhang, University of Miami

Shuoyang Zhang, Colorado State University

Guangzhi Zhao, University of Kansas

Yuhuang Zheng, Tsinghua University

Meng Zhu, Carnegie Mellon University

Natalina Zlatevska, Bond University

SCP VOLUNTEERS

Aylin Aydinli, London Business School Simon Blanchard, Penn State University Da Hee Han, Indiana University Young Eun Huh, Carnegie Mellon University Matthew Isaac, Northwestern University

Fern Lin, University of Pennsylvania Gratiana Pol, University of Southern California Morgan Poor, Indiana University Jessie Wang, Indiana University

SPECIAL THANKS TO

Paul Belcastro, Indiana University Aleksey Cherfas, Chilleesys, Inc. Alex Chernev, Northwestern University Larry Compeau, Clarkson University Maria Cronley, Miami University of Ohio Patty Salo Downs, Conference Coordinator

Michal Herzenstein, University of Delaware Terra Ingram, Penn State University Shailendra Pratap Jain, University of Washington Peggy Sue Loroz, Gonzaga University Keith Niedermeier, University of Pennsylvania Jane and David Schumann, University of Tennessee

9

Program Overview Thursday, 25 February 2010

7:30 AM - 12:30 PM SCP 2010 Registration (Jacaranda Hall Foyer) 2:00 PM – 8:00 PM SCP 2010 Registration (Grand Palm Colonnade) 7:30 AM - 8:15 AM Consortium - Breakfast (Jacaranda Hall Foyer) 8:15 AM - 8:30 AM Consortium - Welcome and Opening Remarks (Banyan/Citrus) 8:30 AM - 9:30 AM Consortium - Consumer Behavior Research Perspectives: Decision Making (Banyan/Citrus) 9:30 AM - 9:45 AM Consortium - BREAK (Jasmine) 9:45 AM - 10:45 AM Consortium - Consumer Behavior Research Perspectives: Emotions (Banyan/Citrus) 10:45 AM - 11:00 AM Consortium - BREAK (Jasmine) 11:00 AM - 12:15 PM Consortium - Meet the Editors and the Publishing Process (Banyan/Citrus) 12:15 PM - 1:15 PM Consortium - LUNCH (Blue Heron) 1:15 PM - 2:15 PM Consortium - Consumer Behavior Research Perspectives: Public Policy Issues (Banyan/Citrus) 2:15 PM - 2:30 PM Consortium - BREAK (Jasmine) 2:30 PM - 3:30 PM Consortium - Speed Research Dating (Glades/Jasmine) 3:30 PM - 3:45 PM Consortium - BREAK (Jasmine) 3:45 PM - 5:00 PM Consortium - Career Management (Banyan/Citrus) 4:00 PM - 5:30 PM SCP Board Meeting (Blue Heron) 6:00 PM - 8:00 PM Opening Reception (Tarpon Key and Grand Palm Colonnade West) 6:00 PM - 7:30 PM Working Paper Session (Tarpon Key and Grand Palm Colonnade West)

Friday, 26 February 2010

7:15 AM - 8:00 AM Virginia Tech Post-Doctoral Bridge to Business Program Presentation (Banyan) 7:30 AM - 5:00 PM SCP 2010 Registration (Grand Palm Colonnade) 7:30 AM - 8:15 AM Breakfast (Grand Palm Colonnade) 8:15 AM - 9:30 AM Session 1.1 (Banyan) 8:15 AM - 9:30 AM Session 1.2 (Citrus) 8:15 AM - 9:30 AM Session 1.3 (Glades) 8:15 AM - 9:30 AM Session 1.4 (Jasmine) 8:15 AM - 9:30 AM Session 1.5 (Palm) 8:15 AM - 9:30 AM Session 1.6 (Sabal) 8:15 AM - 9:30 AM Session 1.7 (Sawgrass) 9:30 AM - 9:45 AM Break (Grand Palm Colonnade) 9:45 AM - 11:00 AM Session 1.6 (Banyan) 9:45 AM - 11:00 AM Session 2.2 (Citrus) 9:45 AM - 11:00 AM Session 2.3 (Glades) 9:45 AM - 11:00 AM Session 2.4 (Jasmine) 9:45 AM - 11:00 AM Session 2.5 (Palm) 9:45 AM - 11:00 AM Session 2.6 (Sabal) 9:45 AM - 11:00 AM Session 2.7 (Sawgrass) 11:00 AM - 11:15 AM Break (Grand Palm Colonnade) 11:15 AM - 12:15 PM Plenary Session: Distinguished Speaker John Bargh (Bird/Indian/Long Key) 12:30 PM - 2:00 PM Awards and Business Luncheon (Tarpon Key /Sawyer Key) 2:15 PM - 3:30 PM Session 3.1 (Banyan) 2:15 PM - 3:30 PM Session 3.2 (Citrus) 2:15 PM - 3:30 PM Session 3.3 (Glades) 2:15 PM - 3:30 PM Session 3.4 (Jasmine) 2:15 PM - 3:30 PM Session 3.5 (Palm) 2:15 PM - 3:30 PM Session 3.6 (Sabal) 2:15 PM - 3:30 PM Session 3.7 (Sawgrass) 3:30 PM - 3:45 PM Break (Grand Palm Colonnade) 3:45 PM - 5:00 PM Session 4.1 (Banyan) 3:45 PM - 5:00 PM Session 4.2 (Citrus) 3:45 PM - 5:00 PM Session 4.3 (Glades) 3:45 PM - 5:00 PM Session 4.4 (Jasmine) 3:45 PM - 5:00 PM Session 4.5 (Palm) 3:45 PM - 5:00 PM Session 4.6 (Sabal) 3:45 PM - 5:00 PM Session 4.7 (Sawgrass) 5:30 PM - ??? BEACH BASH (Breckenridge Building North Deck and North Beach)

10

Saturday, 27 February 2010 7:30 AM - 1:00 PM SCP 2010 Registration (Grand Palm Colonnade) 7:30 AM - 8:15 AM Breakfast (Grand Palm Colonnade) 8:15 AM - 9:30 AM Session 5.1 (Banyan) 8:15 AM - 9:30 AM Session 5.2 (Citrus) 8:15 AM - 9:30 AM Session 5.3 (Glades) 8:15 AM - 9:30 AM Session 5.4 (Jasmine) 8:15 AM - 9:30 AM Session 5.5 (Palm) 8:15 AM - 9:30 AM Session 5.6 (Sabal) 8:15 AM - 9:30 AM Session 5.7 (Sawgrass) 9:30 AM - 9:45 AM Break (Grand Palm Colonnade) 9:45 AM - 11:00 AM Session 6.1 (Banyan) 9:45 AM - 11:00 AM Session 6.2 (Citrus) 9:45 AM - 11:00 AM Session 6.3 (Glades) 9:45 AM - 11:00 AM Session 6.4 (Jasmine) 9:45 AM - 11:00 AM Session 6.5 (Palm) 9:45 AM - 11:00 AM Session 6.6 (Sabal) 9:45 AM - 11:00 AM Session 6.7 (Sawgrass) 11:00 AM - 11:15 AM Break (Grand Palm Colonnade) 11:15 AM - 12:15 PM Plenary Session: Distinguished Speaker Paul Slovic (Bird/Indian/Long Key) 12:30 PM - 2:00 PM Luncheon and Presidential Address (Tarpon Key/Sawyer Key) 2:15 PM - 3:30 PM Session 7.1 (Banyan) 2:15 PM - 3:15 PM Session 7.2 (Citrus) 2:15 PM - 3:30 PM Session 7.3 (Glades) 2:15 PM - 3:30 PM Session 7.4 (Jasmine) 2:15 PM - 3:30 PM Session 7.5 (Palm) 2:15 PM - 3:30 PM Session 7.6 (Sabal) 2:15 PM - 3:30 PM Session 7.7 (Sawgrass) 3:30 PM - 3:45 PM Break (Grand Palm Colonnade) 3:45 PM - 5:00 PM Session 8.1 (Banyan) 3:45 PM - 5:00 PM Session 8.2 (Citrus) 3:45 PM - 5:00 PM Session 8.3 (Glades) 3:45 PM - 5:00 PM Session 8.4 (Jasmine) 3:45 PM - 5:00 PM Session 8.5 (Palm) 3:45 PM - 5:00 PM Session 8.6 (Sabal) 3:45 PM - 5:00 PM Session 8.7 (Sawgrass) 4:00 PM - 4:50 PM JCP Area Editor's Meeting (Royal Tern) 5:00 PM - 6:00 PM JCP Editorial Board Meeting (Tarpon Key)

11

Thursday, 25 February 2010

SCP 2010 Registration 7:30 AM – 12:30 PM in Jacaranda Hall Foyer 2:00 PM – 8:00 PM in Grand Palm Colonnade

Schumann - SCP Doctoral Consortium - Breakfast 7:30 AM - 8:15 AM

Jacaranda Hall Foyer

Schumann-SCP Doctoral Consortium - Welcome and Opening Remarks 8:15 AM - 8:30 AM

Banyan/Citrus

(The SCP Doctoral Consortium is underwritten by a gift from David and Jane Schumann.)

Schumann-SCP Doctoral Consortium - Consumer Behavior Research Perspectives: Decision Making 8:30 AM - 9:30 AM

Banyan/Citrus

Faculty: Kurt Carlson, Georgetown University Naomi Mandel, Arizona State University

Rob Tanner, University of Wisconsin

Schumann - SCP Doctoral Consortium - BREAK 9:30 AM - 9:45 AM

Jasmine

Schumann - SCP Doctoral Consortium - Consumer Behavior Research Perspectives: Emotions 9:45 AM - 10:45 AM

Banyan/Citrus

Faculty: Aparna Labroo, University of Chicago Michel Pham, Columbia University

Raj Raghunathan, University of Texas, Austin


Jasmine

Schumann - SCP Doctoral Consortium - Meet the Editors and the Publishing Process 11:00 AM - 12:15 PM

Banyan/Citrus

Editors: Gary Frazier, Journal of Marketing Ann McGill, Journal of Consumer Research

Robert Meyer, Journal of Marketing Research C.W. Park, Journal of Consumer Psychology

Schumann - SCP Doctoral Consortium - LUNCH 12:15 PM - 1:15 PM

Blue Heron

12

Schumann - SCP Doctoral Consortium - Consumer Behavior Research Perspectives: Public Policy Issues 1:15 PM - 2:15 PM

Banyan/Citrus

Faculty: June Cotte, University of Western Ontario Darren Dahl, University of British Columbia Geeta Menon, University of Pennsylvania

Schumann - SCP Doctoral Consortium - BREAK 2:15 PM - 2:30 PM

Jasmine

Schumann - SCP Doctoral Consortium - Speed Research Dating 2:30 PM - 3:30 PM Glades/Jasmine

Students will have an opportunity to receive feedback on research ideas from the faculty involved in the consortium.


Jasmine

Schumann - SCP Doctoral Consortium - Career Management 3:45 PM - 5:00 PM

Banyan/Citrus

Faculty: Selin Atalay, HEC Paris: “The Job Market” Dawn Iacobucci, Vanderbilt University : “Service to the Field”

Barbara Kahn, University of Miami: “A Dean’s Perspective” Americus Reed, University of Pennsylvania: “Teaching”

SCP Board Meeting 4:00 PM - 5:30 PM

Blue Heron

Opening Reception 6:00 PM - 8:00 PM

Tarpon Key and Grand Palm Colonnade

Working Paper Session 6:00 PM - 7:30 PM


Alphabetical by First Listed Presenting Author

13

Working Papers: 6:00 PM - 7:30 PM


Authors: Poster boards available at 4 PM. Please have your posters in place by 5:30 PM

#1 Feeling It: Haptic Priming Effects in Impression Formation #2 Don't We Like to be Flattered at All? Impact of Source and Item Characteristics on Consumer Perceptions of Agents‘ Interpersonal Influence #3 There‘s No Such Thing As A Free Lunch: Consumer Perceptions of Time Costs in Product Giveaways #4 Understanding Recycling Intent: The Impact of Guilt and Shame on the Roles of Public and Private Self-Consciousness #5 Perception of Bundle Value Across Contingency Levels: The Influence of Pricing Strategy and Images Presentation Format #6 Does an Invitation to Satisfice Lead to Measurement Errors? Cognitive Load Shapes Ones Answers #7 Threats to Hope and Restoration of Self-Efficacy #8 The Reparation Effect: Indulgent Consumption increases Donation Behavior #9 Analyzing Sexual Appeal in Ads: From the Viewpoint of Consumers‘ Feminist Orientation #10 Merry Impulsivity: Belief Systems about the Dark and Bright Sides of Being Bad Consumers. #11 I Spend, You Save: Gendered Reactions to Consumption During Economic Recessions #12 Why We Choose Employer Brands: The Role of Psychological Contracts on Employee Purchase Behaviors #13 Using Corporate Social Initiatives to Enhance the Job–Product Offering #14 Embodied Product Preferences: The Flexibility of the Motor Fluency Effect #15 The Influence of Assortment Size on Self-control in Food Choices #16 Comparing Brand Attachment and Material Possession Attachment: An Empirical Examination of Similarities and Differences #17 The Effects of Prior Knowledge, Price Context and Working Memory Capacity on Consumers‘ Quality Perceptions #18 Happy Because It‘s Me, Sad Because It‘s Not Me: How Choices Only Partially Consistent with the Self Cause and Resolve Mixed Emotions #19 Are Global Brands Automatically ―Better‖ Brands? #20 Impulse and Constraint: The Role of Anxiety in Impulsive Buying #21 Hedonic-Utilitarian Goal Balancing as the Result of Functional Food Consumption #22 Counter-Stereotypical Products: What are the Barriers to their Adoption? #23 Is Product Placement More Persuasive Under Conditions of Ego-Depletion? #24 The Consequences of Product Harm Crises Moderated by Severity, Vulnerability, Brand Familiarity, and Company Response #25 The Effects of Temporal and Social Distance on Consumers‘ Mean Preference and Choice Consistency: A Discrete Choice Experimental

Approach #26 When Will Consumers Trust a Salesclerk? #27 Two Worlds, Two Identities: An Investigation of the Malleable Self and the Theory of Presence #28 Brand Affect Influences Financial Decision Making #29 Liking Exceeds Reason for Liking: Affect-based Revision of Attribute Importance #30 Attribute Level Distributions and Consumer Goals Affect Subsequent Attribute Use #31 Uncertainty, Negative Advertising, Decision Making and Satisfaction: Will Uncertainty Lead to a Higher Satisfaction? #32 Regulatory Focus, Efficacy Appeals, and Self-Discrepancy in Consumer Psychology #33 The Effects of Haptic Stimuli on Consumers‘ Brand-Self Connection #34 A Cause for Chronic Maximizing: High Impact Expectations #35 Differences in Reactions to Sales Promotion: Superior or Inferior to Your Product? #36 WOM Source Disclosures and Persuasion:The Effect of Endowed versus Earned Expertise #37 The Effect of Figurative Language in Consumer Online Reviews #38 Consumers' Response to Deceptive Country-of-Origin Information: USA versus China #39 Influence of Gender and Intense Imagery on Mental Imagery Processing of Advertisement Promoting Violent Entertainment #40 When Electronic Recommendation Agents Backfire: Negative Effects on Choice Satisfaction, Attitudes, and Purchase Intentions #41 Effects of Color on Consumers‘ Perceptions of Package Volumes #42 The Illusion of (Not) Knowing: The Effect of Self-Esteem on the Relation between Subjective Knowledge Change and Memory for Information #43 Positive Emotions and Sociability: Differences in Self Construal #44 When We Are Who We Are Not: Centrality and Satisfaction in Networks #45 Are Large or Small Numbers More Persuasive? The Moderating Effect of Message Framing #46 Representation of Value Affects Willingness to Risk Value #47 The Effects of Relationship Anxiety, Self-Brand Connections and Reference Groups on Consumers‘ Loss Aversion #48 Demonstrating and Overcoming the Lower Choice Likelihood and Lower Willingness-to-Pay for Sustainable Products #49 Familiarity Hijack: How Morphing Faces with Celebrity Images can Enhance Trust #50 Physical Distance, Culture and Evaluation: The Influence of Chronic and Instant Spatial Cues on the Level of Construal #51 The Effect of Identification with a Social Group on Self-Accessibility #52 Unconscious Information Processing Reduces Information Overload and Increases Product Satisfaction #53 The Effect of the Choice Process on Variety-Seeking Behavior #54 Does Consumer Ethnocentrism Moderate the Impact of Mortality Salience on Foreign Product Evaluation?

14

#55 When Functional Knowledge and Aesthetic Benefits Collide: The Impact of Incongruent Product Information on Hedonic Consumption #56 Risk Taking in Unrelated Domains and Compensation for Loss of Self-esteem #57 Splitting Psychological Distance for Charitable Donations: The Effect of an Agent #58 Understanding Certification Cobrand Strategy #59 I Buy for Quality, You Buy for Status: Marketplace Metacognition in Consumer-to-Consumer Inferences #60 When the Spice of Variety Impairs the Pleasure of Consumption #61 ―The More I Use It, the Less You Can Extend It.‖ The Influence of Brand Construal on Brand Extension Evaluations: The Moderating Role of

Direct Experience with the Brand #62 ―Are You Benevolent or Strategic?‖ The Influence of Perceived Brand Benevolence on Consumers‘ Purchase Intentions: A Process

Perspective. #63 Differential Effects of Perception on Encoding and Recall of Haptic Imagery #64 Don't Go to the Grocery Store Hungry? #65 Measure What I Do, Not What I Say: On The Predictive Accuracy of Attitudes and Behavioral Intentions #66 Possessions as an Extension of the Conflict between Selves: The Case of Transgenders‘ Self-Identity #67 Symbol Abandonment as a Collective Response to Symbol Hijacking #68 The Mediating Role of Hope in the Relationship Between Product Attributes and Judgment #69 Looking through Rose-tinted Glasses: Biased Evaluation Processes of Overweight and Obese Consumers #70 You Have Great Taste! Examining Consumer Responses to Scripted Rapport in Service Settings #71 He Who Dies with the Most Alternative Fuel Wins: An Alternative Use of Terror Management Theory #72 Self Discrepancy and Consumer Decision Making: Optimal Decisions and Risk Aversion #73 Consumer Knowledge as a Moderator of Specificity-Based Product Selection #74 The Impact of Brand Personality Traits on Post-Consumption Behavior #75 Does Brand Rejection Make the Heart Grow Fonder? The Impact of Consumer Exclusion, Brand Exclusion, and Ego-Defensive Goals on

Brand Evaluations #76 Strategic Localization of Global Brands: Choosing Brand Names to Minimize the Impact of Consumer Animosity and Leverage Positive

Country-of-Origin Perceptions #77 Matching the Words and the Features: The Effect of Matching Advertisement Language and Product Attributes on Attitude #78 Online Auction: The Effect of Time and Visual Product Presentation on the Development of Psychological Ownership #79 Integrating Mindfulness with Consumer Psychology: Awareness of Action Increases Consumption Satisfaction #80 Work Hard, Pay More? The Impact of Effort on Consumers‘ Willingness-to-Pay

15


Virginia Tech Post-Doctoral Bridge to Business Program Presentation 7:15 AM - 8:00 AM

Banyan Frank Smith, Director of Executive Education, Virginia Tech

Learn how to transition into an AACSB-endorsed, academically-qualified,

tenure-track faculty position in marketing or management, May 31 to July 30, 2010 in Blacksburg, VA.

SCP 2010 Registration 7:30 AM - 5:00 PM

Grand Palm Colonnade

Breakfast 7:30 AM - 8:15 AM


Sessions 1.1 – 1.7 8:15 AM - 9:30 AM

1.1 Mental Accounting and Context Effects (Banyan) 1.2 The Influence of Construal Level on Pre-decisional, Actual and Post-decisional Information Processes (Citrus) 1.3 Memory and Focus Effects (Glades) 1.4 Self-Control and Depletion (Jasmine) 1.5 Perceptions of "Power" (Palm) 1.6 Civic Consumerism: Field Studies of Prosocial Consumer Behavior (Sabal) 1.7 Effects of Social Exclusion on Consumption: Processes and Consequences (Sawgrass)

Break 9:30 AM - 9:45 AM


Sessions 2.1 – 2.7 9:45 AM - 11:00 AM

2.1 New Discoveries in Branding (Banyan) 2.2 In Pursuit of the Prime Suspects: Insights from Second Generation Research on Nonconscious Influences of Consumer Behavior (Citrus) 2.3 Cue Substitution: Inferential Process in Judgments of Psychological Distance and Metacognitive Experience (Glades) 2.4 Understanding Social Influence: When Do Social Signals Have an Impact? (Jasmine) 2.5 Me, Myself and I: The Effect of Identity Conflict on Product Choice (Palm) 2.6 Constraints and Consequences: Psychological Reactance in Consumption Contexts (Sabal) 2.7 Materialism and Consumption of Counterfeit Products (Sawgrass)

Break 11:00 AM - 11:15 AM


Plenary Session: Distinguished Speaker John Bargh, Yale University 11:15 AM - 12:15 PM

Long Key/Bird Key/Indian Key

“Unconscious Influences on Consumer Behavior”

Awards and Business Luncheon 12:30 PM - 2:00 PM

Tarpon Key /Sawyer Key

16

Sessions 3.1 – 3.7 2:15 PM - 3:30 PM

3.1 SCP Dissertation Proposal Competition Award Winners (Banyan) 3.2 Backlash to Advertising (Citrus) 3.3 Familiarity and Fluency (Glades) 3.4 "Commitment" in Consumer Choice (Jasmine) 3.5 The Implication of Cultural Values for Consumption: Going Beyond Individualism and Collectivism (Palm) 3.6 Silver Linings: The Bad (Ratings), The Dumb (Consumers), and The Ugly (Lawyers) (Sabal) 3.7 How Does it Really Feel? The Neural Bases of Emotional Experience and Perception in Consumer Behavior (Sawgrass)

Break 3:30 PM - 3:45 PM


Sessions 4.1 – 4.7 3:45 PM - 5:00 PM

4.1 Corporate Social Responsibility: New Directions and Perspectives (Banyan) 4.2 Dual Process Theories in Consumer Behavior (Citrus) 4.3 The Fallibility of Consumer Memory Before, During and After Consumption Experience (Glades) 4.4 Standards and Construction of Hedonic Value (Jasmine) 4.5 Mindsets and Cross-Cultural Effects (Palm) 4.6 Issues Linking Firms and Consumers (Sabal) 4.7 Fear of Loss and Arousal (Sawgrass)

BEACH BASH 5:30 PM - ???

Breckenridge Building North Deck and North Beach

Enjoy appetizers, beach volleyball and free food, soda, and beer until it runs out. All other alcoholic drinks available at the cash bar.

If you registered for the Beach Bash, please remember to bring your ticket with you.

Entertainment 8 PM – 10 PM, provided by Keith Niedermeier, University of Pennsylvania, performing on acoustic guitar, with a special performance by Wharton's 'Brand Inequity' (aka David Bell, Bob Meyer, and Americus Reed).

17

Saturday, 27 February 2010





Sessions 5.1 – 5.7 8:15 AM - 9:30 AM

5.1 Corporate Social Responsibility and Consumers (Banyan) 5.2 Goals and Goal Progress (Citrus) 5.3 Sensory Experience and Consumer Behavior (Glades) 5.4 Strategic and Impulsive Allocation of Attention: Behavioral and Emotional Consequences (Jasmine) 5.5 Self-Awareness, Satisfaction and Comparative Processes (Palm) 5.6 It's Who You Ask and How You Ask (Sabal) 5.7 Learning about Communications from Research on Older and Younger Consumers (Sawgrass)

Break 9:30 AM - 9:45 AM


Sessions 6.1 – 6.7 9:45 AM - 11:00 AM

6.1 Pro-Social Consumer Behaviors (Banyan) 6.2 How Feedback Influences Sequences of Goal Actions (Citrus) 6.3 Profits, Numbers, and Schemas: What and How Consumers Infer (Glades) 6.4 Emotions, Predictions, and Decisions: Some Recent Findings (Jasmine) 6.5 Beautiful Myths and Inconvenient Truths: Investigating the Impact of Product Aesthetics on Consumer Judgments and Behaviors (Palm) 6.6 The Neglected Dimension of Affective States: New Findings on the Effects of Relaxation, Anxiety, and Arousal on Consumer Behavior (Sabal) 6.7 Anthropomorphism and Consumer Behavior (Sawgrass)

Break 11:00 AM - 11:15 AM


Plenary Session: Distinguished Speaker Paul Slovic, Decision Research 11:15 AM - 12:15 PM


“Adventures with the Affect Heuristic”

Luncheon and Presidential Address 12:30 PM - 2:00 PM

Tarpon Key/Sawyer Key

18

Sessions 7.1 – 7.7 2:15 PM - 3:30 PM

7.1 Green Marketing: Spurring Pro-Environmental Consumption, Conservation, and Sustainability (Banyan) 7.2 Beyond Positive Affect: Behavioral Consequences of Fluency Experiences (Citrus) 7.3 New Findings in Information Processing (Glades) 7.4 The Role of Emotions in Self-control Dilemmas (Jasmine) 7.5 Categories and Metaphors (Palm) 7.6 When Consumers‘ Mental Processing Becomes a Source of New Product Value (Sabal) 7.7 Satisfaction Processes and Evaluation of Experience (Sawgrass)

Break 3:30 PM - 3:45 PM


Sessions 8.1 - 8.7 3:45 PM - 5:00 PM

8.1 Consumer Health (Banyan) 8.2 The Psychological Consequences of Goals (Citrus) 8.3 It‘s All Relative: How Frames of Reference Influence Consumer Budgeting and Willingness to Pay (Glades) 8.4 Prediction and Forecasting (Jasmine) 8.5 Perceptions of Visual Information (Palm) 8.6 Choice Confidence (Sabal) 8.7 "Me and You and Everyone We Know": A Story of Value Creation in Social Networks (Sawgrass)

JCP Area Editor's Meeting 4:00 PM - 4:50 PM

Royal Tern

JCP Editorial Board Meeting 5:00 PM - 6:00 PM

Tarpon Key

19

Thursday, 25 February 2010

SCP 2010 Registration 7:30 AM – 12:30 in Jacaranda Hall Foyer

2:00 PM - 8:00 PM in Grand Palm Colonnade

Schumann - SCP Doctoral Consortium - Breakfast 7:30 AM - 8:15 AM

Jacaranda Hall Foyer

Schumann-SCP Doctoral Consortium - Welcome and Opening Remarks 8:15 AM - 8:30 AM

Banyan/Citrus

(The SCP Doctoral Consortium is underwritten by a gift from David and Jane Schumann.)

Schumann-SCP Doctoral Consortium - Consumer Behavior Research Perspectives: Decision Making 8:30 AM - 9:30 AM

Banyan/Citrus

Faculty: Kurt Carlson, Georgetown University Naomi Mandel, Arizona State University

Rob Tanner, University of Wisconsin


Jasmine

Schumann - SCP Doctoral Consortium - Consumer Behavior Research Perspectives: Emotions 9:45 AM - 10:45 AM

Banyan/Citrus

Faculty: Aparna Labroo, University of Chicago Michel Pham, Columbia University

Raj Raghunathan, University of Texas, Austin


Jasmine

Schumann - SCP Doctoral Consortium - Meet the Editors and the Publishing Process 11:00 AM - 12:15 PM

Banyan/Citrus

Editors: Gary Frazier, Journal of Marketing Ann McGill, Journal of Consumer Research

Robert Meyer, Journal of Marketing Research C.W. Park, Journal of Consumer Psychology

20

Schumann - SCP Doctoral Consortium - LUNCH 12:15 PM - 1:15 PM

Blue Heron

Schumann - SCP Doctoral Consortium - Consumer Behavior Research Perspectives: Public Policy Issues 1:15 PM - 2:15 PM

Banyan/Citrus

Faculty: June Cotte, University of Western Ontario Darren Dahl, University of British Columbia Geeta Menon, University of Pennsylvania


Jasmine

Schumann - SCP Doctoral Consortium - Speed Research Dating 2:30 PM - 3:30 PM Glades/Jasmine

Students will have an opportunity to receive feedback on research ideas from the faculty involved in the consortium.

2nd Annual Schumann - SCP Doctoral Consortium - BREAK 3:30 PM - 3:45 PM

Jasmine

2nd Annual Schumann - SCP Doctoral Consortium - Career Management 3:45 PM - 5:00 PM

Banyan/Citrus

Faculty: Selin Atalay, HEC Paris: “The Job Market” Dawn Iacobucci, Vanderbilt University : “Service to the Field”

Barbara Kahn, University of Miami: “A Dean’s Perspective” Americus Reed, University of Pennsylvania: “Teaching”

SCP Board Meeting 4:00 PM - 5:30 PM

Blue Heron

Opening Reception 6:00 PM - 8:00 PM


Working Paper Session 6:00 PM - 7:30 PM


Authors: Please have your working papers in place no later than 5:30 PM.

Alphabetical by First Listed Presenting Author

21

#1 Working Papers: Feeling It: Haptic Priming Effects in Impression Formation Joshua Ackerman, MIT*

Recent research on embodied cognition suggests that many abstract concepts are grounded in physical experiences. We investigated how the sensory experience of touch (haptics), including cues to weight, texture and hardness, can nonconsciously influence impression formation in ways consistent with touch-related metaphors (e.g., weight and importance, rough texture and difficulty, hardness and malleability). Our studies indicate that haptic cues can alter first impressions, even when those cues are incidental to the judgments being made. #2 Working Papers: Don't We Like to be Flattered at All? Impact of Source and Item Characteristics on Consumer Perceptions of Agents’ Interpersonal Influence

Sutapa Aditya, York University* Kelley Main, University of Manitoba Darren Dahl, University of British Columbia

Flattery is a common method of interpersonal influence applied by agents in the marketplace. However, literature investigating flattery in a retail setting has primarily revealed a negative influence. The present research identifies two critical boundary conditions, which may result in a positive outcome of flattery in a retail setting. Findings from two studies demonstrate that when a highly attractive (vs. average in attractiveness) salesperson flatters a consumer on an item she/he already owns (vs. an item from the store), flattery can lead to higher satisfaction, trustworthiness perceived similarity and higher intentions to revisit the store. #3 Working Papers: There’s No Such Thing As A Free Lunch: Consumer Perceptions of Time Costs in Product Giveaways

David Alexander, University of St. Thomas* Abhijit Guha, Wayne State University

This paper examines how marketers‘ use of small, money vs. time payments in product giveaway offers affect consumers‘ evaluation of those offers. We find that for free products that involve consumer time investments (vacations) consumers‘ evaluation of the products are much higher when they must make small money payments vs. time payments to cover associated taxes. Consumers appear to focus on the money they are saving with the free product when money is salient. Consumers appear to focus on the time they have to invest in the free product when time is salient. #4 Working Papers: Understanding Recycling Intent: The Impact of Guilt and Shame on the Roles of Public and Private Self-Consciousness

Debra Z. Basil, University of Lethbridge* Jennifer Algie, University of Wollongong

Since personal and public norms impact recycling, issues of guilt, shame, and self-consciousness are likely to play a role. These however have not been sufficiently examined. We address this gap by examining the roles of shame and guilt on the relationship between public and private self-consciousness in predicting intent to recycle. Using two on-line studies we demonstrate that guilt [shame] mediates the relationship between private self-consciousness [public self-consciousness] and recycling intention. Theoretically, this research helps us to understand the guilt[shame]/ self-consciousness relationship; practically it can help us to improve recycling campaign effectiveness thus benefiting society/the environment. #5 Working Papers: Perception of Bundle Value Across Contingency Levels: The Influence of Pricing Strategy and Images Presentation Format

Deny Belisle, Concordia University* H. Onur Bodur, Concordia University

This research examines the impact of price bundling strategy (i.e., mixed-joint versus mixed-leader) and products‘ images presentation format (i.e., products presented in the same image or in different images) on consumers‘ perceived value of the bundle offer. Two studies have been carried out to demonstrate that perceived attractiveness of a bundle can be influenced by these contextual cues, depending on bundled products‘ contingency level. Specifically, mixed-joint strategy yielded higher value for bundles of complements while mixed-leader strategy led to higher value for bundles of substitutes. In addition, bundles of complements appear more attractive when products are presented in the same image than in separate images.

22

#6 Working Papers: Does an Invitation to Satisfice Lead to Measurement Errors? Cognitive Load Shapes Ones Answers Elke Cabooter, Ghent University* Maggie Geuens, Ghent University Bert Weijters, Vlerick Ghent Leuven Management School Iris Vermeir, Ghent University

Respondents often fill in questionnaires under cognitive load (e.g., under time-pressure or while listening to music or watching TV). This paper investigates the impact of cognitive load on different response styles. In two studies we show that cognitive load increases the level of the Net Acquiesence Response Style and the Extreme Response Style, but not the Midpoint Response Style. Moreover, the lower cognitive sophistication respondents possess, the more their response styles are affected by cognitive load. To conclude, this paper shows the pervasive impact cognitive load can have on the reliability of questionnaire responses. #7 Working Papers: Threats to Hope and Restoration of Self-Efficacy

Chiu-chi Angela Chang, Shippensburg University* Xiaojing Yang, University of Wisconsin - Milwaukee

Given the importance of perceived self-efficacy in goal pursuit, this paper considers how to enhance perceived self-efficacy when the consumer is not confident in achieving a hoped-for goal. Construal level theory is applied to provide rationale for the hypothesis that higher-level construals would promote self-efficacy beliefs in such a reduced confidence condition. The results of a study in support of the hypothesis are reported, future research directions are outlined, and theoretical contributions are discussed. #8 Working Papers: The Reparation Effect: Indulgent Consumption increases Donation Behavior

Promothesh Chatterjee, University of South Carolina* Arul Mishra, University of Utah Himanshu Mishra, University of Utah

The biggest challenge faced by non-profit organizations is encouraging donors to donate. Thus, the question of when and where to target an altruistic appeal is of tremendous practical importance. This research finds that people donate more money to charity just after they have consumed an indulgent food (e.g. ice-cream or chocolates) compared to when they have consumed a non-indulgent food (sandwiches). We call the phenomenon the ―reparation effect‖, in which prior consumption of an indulgent option produces guilt, and as reparation for the act of consumption, people engage in charitable activities to alleviate their guilt. Across two field studies and one behavioral experiment, the reparation effect is demonstrated and the underlying psychological mechanism is explained. #9 Working Papers: Analyzing Sexual Appeal in Ads: From the Viewpoint of Consumers’ Feminist Orientation

Hsuan-Yi Chou, National Taiwan University* Nai-Hwa Lien, National Taiwan University

From the viewpoint of feminist orientation, this paper explores how the male/female audiences respond to sexual appeal ads. Interview results indicate feminist orientation plays an important role in forming respondents‘ responses. Women with a higher degree of feminist orientation recalled more sexual appeal ads (which consisted of more types) when compared with women with a lower degree of feminist orientation. Males recalled only direct sexual stimulation, regardless of their degree of feminist orientation. Besides, female ad attitudes could be illustrated in a U-shaped graph. For males, the lower the degree of feminist orientation, the more favorable was their ad attitudes. #10 Working Papers: Merry Impulsivity: Belief Systems about the Dark and Bright Sides of Being Bad Consumers.

Rita Coelho do Vale, Catholic University of Portugal (FCEE-UCP)*

Impulsivity is typically considered as a negative behaviour that should be avoided at any cost. Despite this common approach to impulsive behaviors as self-control failures that are regretted latter, we propose that impulsivity may have a bright side. Findings from two studies show that low self-regulators, compared with high self-regulators, are considered to possess a set of positive personal characteristics, to have a more positive attitude towards life and, importantly, to be happier. Results add to the self-control literature by offering a possible explanation why consumers frequently seem to ―fail‖, persistently engaging in non self-regulatory activities.

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#11 Working Papers: I Spend, You Save: Gendered Reactions to Consumption During Economic Recessions Elizabeth Cronson, University of Houston* Vanessa M. Patrick, University of Houston Henrik Hagtvedt, Boston College

We investigate influences of the economy on gendered consumption. We hypothesize that a recession mindset results in increased consumption practicality and decreased spending for women, despite census data showing that women‘s jobs are relatively secure. Study 1 surveys past consumption behavior and recession changes. Study 2 reveals that a recession mindset influences women‘s choices of products pretested to be versatile versus unique, while men show greater willingness for risk. Study 3 shows that women‘s disposition to adapt remains unchanged, despite exposure to uplifting information. These studies suggest that female recession preferences shift toward practicality, while male choices remain constant. #12 Working Papers: Why We Choose Employer Brands: The Role of Psychological Contracts on Employee Purchase Behaviors

Yoshiko DeMotta, Baruch College* Sankar Sen, Baruch College

We examine why people decide to choose their employer‘s brand among a choice set that includes another more preferable brand. By conceptualizing employees‘ purchase behavior based on psychological contract theory, it is possible to identify a precursor of their purchase decisions: reciprocal obligations (transactional vs. relational). Our study demonstrates that reciprocal obligation type, peers‘ purchase norm, and peers‘ presence at the time of purchase will impact employees‘ brand choice in the case of choice dilemma. #13 Working Papers: Using Corporate Social Initiatives to Enhance the Job–Product Offering

Shuili Du, Simmons College* C.B. Bhattacharya, European School of Management and Techonology, and Boston University Sankar Sen, Baruch College

Corporate social responsibility (CSR) occupies a prominent place on the global corporate agenda today. In this research, instead of focusing on a company‘s external customers, we investigate the effects of CSR on its internal customers: employees. Because CSR can satisfy high-order psychosocial needs such as the need to know oneself (i.e., self-definition), the need to feel good about oneself (self-enhancement), and the need to feel special (self-distinctiveness), a company‘s CSR can significantly enhance its job-product offering and as a result, contribute to employee job satisfaction, employee retention and productivity. Results from an online, Zoomerang survey provide support for our hypotheses. #14 Working Papers: Embodied Product Preferences: The Flexibility of the Motor Fluency Effect

Jiska Eelen, KULeuven* Siegfried Dewitte, KULeuven Luk Warlop, KULeuven

In line with theories of embodied cognition, we investigate to what extent product preferences are influenced by physical interactions with products. Prior research demonstrated that people prefer tools that are easy to grasp over tools that are difficult to grasp (i.e., the motor fluency effect). In two experiments, we replicate and extend this effect and test the rival accounts for the underlying mechanism (e.g., learned stable action tendencies vs. dynamic construction of preferences). #15 Working Papers: The Influence of Assortment Size on Self-control in Food Choices

Maarten Elen, Ghent University* Maggie Geuens, Ghent University

Resisting tempting, but unhealthy snacks requires self-control resources. The current research examines whether shopping in large assortments (versus small assortments) is a depleting activity that influences subsequent food choices. Results from an online experiment reveal that respondents who shopped in large assortments made unhealthier food choices afterwards, compared to respondents who spent money in small assortments. A lab experiment will be set up to generalize these findings and to test more directly the level of ego depletion.

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#16 Working Papers: Comparing Brand Attachment and Material Possession Attachment: An Empirical Examination of Similarities and Differences

Douglas Ewing, University of Cincinnati* Chris Allen, University of Cincinnati

The relationship between brand attachment (BA) and material possession attachment (MPA) is not well understood. Some viewpoints suggests that they are manifestations of a common phenomena (Park, Priester, MacInnis, & Wan, 2009; Thomson, Macinnis, & Park, 2005) while others assert a more substantive difference (Kleine & Baker, 2004). The present research informs this ongoing discussion by examining BA and MPA in a controlled setting. Results of an exploratory study suggest that as attachment decreases, consumers have more ambivalence towards a possession attachment target than a brand. Results also support further inquiry having potential to inform strategy for consumer-brand connection development. #17 Working Papers: The Effects of Prior Knowledge, Price Context and Working Memory Capacity on Consumers’ Quality Perceptions

Shan Feng, Drexel University* Rajneesh Suri, Drexel Unversity

This research aims to investigate the effects of prior product knowledge, price context, and working memory capacity in quality evaluation. The results from both studies are consistent in that the relationship exhibited between prior knowledge and relative attention paid to price is U-shaped only when the price of a target product is relatively high compared to other products in the evaluation context. Furthermore, working memory capacity impacts the use of prior knowledge but primarily for consumers with high prior knowledge. #18 Working Papers: Happy Because It’s Me, Sad Because It’s Not Me: How Choices Only Partially Consistent with the Self Cause and Resolve Mixed Emotions

Stephanie Finnel, University of Pennsylvania* Americus Reed II, University of Pennsylvania Patti Williams, University of Pennsylvania

Consumers juggle multiple identities (e.g., mother and professional) and sometimes make choices that enable them to enact one identity but not another (e.g., quit work to be a full-time mother). In contrast to past work suggesting that such tradeoffs produce negative emotion, we demonstrate that they can produce mixed emotions (Study 1): consumers simultaneously experience positive and negative emotion because their behavior is consistent with one identity but inconsistent with another. Moreover, we examine whether making an identity salient can attenuate mixed emotions, such that primarily the positive or primarily the negative emotion remains (Study 2). #19 Working Papers: Are Global Brands Automatically “Better” Brands?

Christoph Fuchs, Aarhus University* Adamantios Diamantopoulos, University of Vienna*

Conventional wisdom supports the notion that global brands create more positive beliefs and attitudes in consumers` minds than their local counterparts. Recently, however, this view has been challenged. By elucidating the black box of consumers` dispositions towards global and local we identify three contextual factors that influence consumers` predispositions towards global and local brands, namely (a) the nature of the underlying product category, (b) individual consumer characteristics, and (c) the geographical location of the purchase decision. Our findings demonstrate that, from a consumer perspective, a global brand is not automatically also the ―better‖ brand. #20 Working Papers: Impulse and Constraint: The Role of Anxiety in Impulsive Buying

Rama Ganesan, University of Arizona* Shankar Ganesan, University of Arizona

Psychological theories posit that anxiety constrains impulsivity. Consistent with previous work on emotions and decision making, we show that induced anxiety reduces impulsive buying decision relative to control groups. However, if anxiety reduces impulsivity, then why isn‘t the impulsive buying tendency countered by trait anxiety? We suggest that it is important to take into consideration that measures for impulsive and compulsive buying tendency are highly correlated. When compulsive buying tendency is controlled, trait anxiety curbs the impulsive buying tendency. This negative relationship holds for each of two measures of trait anxiety, two measures of compulsive buying, and two sample types.

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#21 Working Papers: Hedonic-Utilitarian Goal Balancing as the Result of Functional Food Consumption

Aaron Garvey, Penn State University* Lisa Bolton, Penn State University

Consumption of hybrid products intended to support a goal may unexpectedly reduce intentions to pursue that goal. This paper examines the influence of functional food (hybrid products marketed as nutritionally enhanced) consumption upon subsequent dietary health decisions. Specifically, does exposure to a functional food activate a utilitarian health goal, and does consumption of the functional food satiate this goal? Furthermore, does satiation of this health goal result in goal balancing that increases preference for hedonically satisfying (but unhealthy) food items? Results from two preliminary studies indicate that functional food consumption unexpectedly boomerangs and undermines health protective behavior. #22 Working Papers: Counter-Stereotypical Products: What are the Barriers to their Adoption?

Tripat Gill, University of Ontario Institute of Technology* Jing Lei, University of Melbourne* Wonkyong Lee, University of Ontario Institute of Technology*

Counter-stereotypical products (e.g., male contraceptive pills, face grooming products for men, construction tool-kits for women, etc.) violate the behavioral norms and traits associated with their target group. We propose that the target group employs distinct cognitive strategies (i.e., psychological barriers) to reject such products. Using in-depth interviews we identified four such strategies, namely: subtyping (i.e., treating the product as an exception); subgrouping (i.e., considering the product appropriate for certain subgroups of their ingroup); derogating (i.e., denouncing the product or the user); and stereotyping (i.e., invoking stereotypes that the product is appropriate for the outgroup but not for the ingroup). #23 Working Papers: Is Product Placement More Persuasive Under Conditions of Ego-Depletion?

Brian Gillespie, Washington State University* Jeff Joireman, Washington State University

Past research has shown that ego-depletion enhances the effectiveness of weak persuasive messages (Wheeler et al. 2007) and interferes with cognitive functioning (Schmeichel et al. 2003). The present study explored the implications of these findings for response to product placements. Participants assigned to an ego-depletion or a control condition—using an attention regulation task—watched a 30-minute episode of a current Television show with multiple product placements. Results showed that ego-depletion improved brand attitudes for products placed in the show, while also reducing recognition of those same products. Results highlight the importance of ego-depletion for response to product placement. #24 Working Papers: The Consequences of Product Harm Crises Moderated by Severity, Vulnerability, Brand Familiarity, and Company Response

R. Justin Goss, University of Texas at San Antonio*

David H. Silvera, University of Texas at San Antonio Daniel Laufer, Yeshiva University

Kate Gillespie, University of Texas at Austin Ashley Rae Arsena, University of Texas at San Antonio

We investigated the effects of product harm crisis severity, perceived vulnerability, brand familiarity, and company response on blame. Across three experiments, higher perceived severity was associated with greater personal vulnerability, increased blame to the company, negative brand attitudes, decreased purchase intentions, and negative product recommendations. Further, increased crisis severity negatively impacted an unfamiliar brand but not a familiar brand. Finally, participants attributed more blame to companies that issued apologies, took responsibility, or did nothing, than to companies that blamed the victim. #25 Working Papers: The Effects of Temporal and Social Distance on Consumers’ Mean Preference and Choice Consistency: A Discrete Choice Experimental Approach

Sirui Guo, University of Guelph* Towhidul Islam, University of Guelph Vinay Kanetkar, University of Guelph

Building on literature on construal level theory, this study investigates the effects of temporal and social distance on the mean preference and preference consistency in the evaluation of technology-based innovation product, voice recognition software. Scale (preference consistency) adjusted latent class model is used to analyze the data. Our results support Salisbury and Feinberg‘s (in press) assumption of difference in preference inconsistency caused by temporal distance; and we find multiple segments of individuals who differently respond to stimuli of temporal and social framing. Overall, this research provides further insights on consumer decision making in a dynamic situation.

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#26 Working Papers: When Will Consumers Trust a Salesclerk? Wenxia Guo, University of Manitoba* Kelley Main, University of Manitoba

The literature examining the consequences of providing positive feedback to consumers during a retail experience has demonstrated primarily negative effects on trust of the salesclerk (Campbell and Kirmani 2000, Main, Dahl and Darke 2007). For example, the use of flattery results in lowered perceptions of trustworthiness towards salesclerks as consumers assume an ulterior motive is at work. Yet, there are circumstances in which salesclerks would like to be able to sincerely provide positive feedback. Two studies demonstrate when this is possible: when consumers are defense-motivated and a less transparent social influence tactic is used. #27 Working Papers: Two Worlds, Two Identities: An Investigation of the Malleable Self and the Theory of Presence

Mitchell Hamilton, Syracuse University*

An experiment was conducted in an effort to: (1) observe the relationship between a consumer‘s self-concept and the level of presence felt while immersed within a virtual environment; and (2) examine the possibility that different forms of a consumer‘s self-concept may elicit varying reactions toward advertising. This relationship was observed in the novel context of a virtual world (Second Life). Using ethnicity as a manipulation variable (i.e. - temporarily decreasing the consumer's level of ethnic self-awareness via avatar design), the findings suggest that a consumer‘s attitude towards an advertisement is influenced by their current, or most salient, form of self. #28 Working Papers: Brand Affect Influences Financial Decision Making

Philip Harris, University of Melbourne* Carsten Murawski, University of Melbourne*

Increasingly, research drawing on neuroscientific techniques supports the idea that favoured brands may act as reward cues that moderate affective processes underlying choice. In this research, we explore the possibility that brands with affective value can impact on behaviour by influencing affective systems underlying financial decision-making processes. Our results indicate that brand images with affective value can shift decision-making towards affectively-driven choices. Furthermore, these effects occur without conscious awareness of the identity of the brand stimuli. These findings provide initial evidence that brands may impact on financial decision-making processes outside of the consumer context by modulating affective systems underlying decision-making. #29 Working Papers: Liking Exceeds Reason for Liking: Affect-based Revision of Attribute Importance

Szu-Chi Huang, University of Texas at Austin* Raj Raghunathan, University of Texas at Austin

The research examines how consumers justify their affect-based preferences by engaging in a revision of attribute importance, so as to make it appear that the option they (affectively) favor is the one that emerges as superior. Three studies in different domains were conducted, and the results supported the notion that, when participants experienced strong affect-based preferences toward an alternative, they tended to rate the attributes on which their preferred alternative was superior as more important than those on which the less-preferred alternative was superior. Results indicate that such affect-based revision of attribute importance occurs at a nonconscious level. #30 Working Papers: Attribute Level Distributions and Consumer Goals Affect Subsequent Attribute Use

Jesse Itzkowitz, Yeshiva University*

Previous research investigating stimulus-based priming has centered on the qualitative link between the prime and stimulus attributes. This paper examines an alternative way that stimulus-based attributes are primed. Specifically, five experiments show how consumers‘ tasks prime attributes which enable task completion. I further show that the perceptual accessibility of these attributes persists, leading to their use in future judgments. Attributes with category diagnostic distributions dominate judgments when initial product exposure is accompanied by tasks requiring simplification of the product environment (consideration set formation), and attributes where each product has a unique attribute value guide judgments when tasks require individual item identification (choice). An alternative, motivational explanation for these findings is also discussed and ruled out (Experiment 2a and 2b).

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#31 Working Papers: Uncertainty, Negative Advertising, Decision Making and Satisfaction: Will Uncertainty Lead to a Higher Satisfaction? Jinfeng (Jenny) Jiao, Virginia Tech* Kent Nakamoto, Virginia Tech* Jane Machin, Virginia Tech*

Will people choose what they want and reject what they dislike in an ambivalent situation? Will a forced choice under preference uncertainty lead to a declining satisfaction? We tried to argue that it dependents on the degree of uncertainty and information type (negative or positive information provided for the choices). This research tries to explain how the underlying decision making processes could leads to higher satisfaction for undecided consumers. We found out that uncertainty will lead to the rejection of an unfavorite option but certainty will lead to the selection of a favorite option. #32 Working Papers: Regulatory Focus, Efficacy Appeals, and Self-Discrepancy in Consumer Psychology

Seung-A Jin, Boston College*

This study explored the potential of leveraging consumer psychology for effective health communication. Drawing from regulatory focus theory and self-concept discrepancy theory, an experiment examined the interactive effects of regulatory focus (prevention versus promotion), self-priming (actual self versus ideal self), and efficacy appeals embedded in promotional messages (self-efficacy versus response-efficacy) regarding diverse consumer behaviors. To this end, the experiment deployed an avatar-based video game, Mii Channel, as the self-priming apparatus and exergame, Wii Fit, as the advertised fitness product. The study discovered a moderating role of self-discrepancy in determining the effects of the fit between regulatory focus and efficacy appeals. #33 Working Papers: The Effects of Haptic Stimuli on Consumers’ Brand-Self Connection

Seung-A Jin, Boston College*

The sense of touch plays a key role in consumers‘ tactile interaction with products. Utilization of force feedback devices that allow consumers to touch three-dimensional (3D) virtual products is a promising but under-explored area in consumer psychology. A 2 (the nature of tactile stimuli: force feedback vs. no force feedback) X 2 (need for touch: high NFT vs. low NFT) between-subjects factorial experiment indicated that consumers high in instrumental NFT show stronger brand-self connection when there are force feedback stimuli as opposed to when there is no force feedback. In contrast, those low in instrumental NFT indicate the opposite pattern. #34 Working Papers: A Cause for Chronic Maximizing: High Impact Expectations

Jonas Kiesekoms, Ghent University* Maarten Elen, Ghent University* Mario Pandelaere, Ghent University* Maggie Geuens, Ghent University*

Maximizers spend more effort when making choices compared to satisficers. This study investigates a possible cause of chronic maximizing: High impact expectations. Two experiments show that maximizers estimate the impact of positive events on their subjective well being to be higher than satisficers. These results hold up for positive choice outcomes, as well as for other positive events. We hypothesize higher expectations lead to higher involvement and this causes maximizing behavior. #35 Working Papers: Differences in Reactions to Sales Promotion: Superior or Inferior to Your Product?

Chang Soo Kim, McGill University* Myung-Soo Jo, McGill University

This study examines whether people‘s reactions to sales promotions differ according to whether they possess a product superior to or inferior to the product in the promotion. On the basis of downward and upward social comparison theory, the authors find that when a product inferior to the one promoted is possessed, people express less discomfort about the promotion and use the information relatively more than do people who possess a superior product. They also distort promotion information less, exhibit more positive attitudes toward the product on promotion, and express poorer attitudes toward their possessed product. People in the inferior condition engage in upward social comparison, which motivates them to improve themselves; people in superior conditions experience a downward social comparison to maintain a sense of superiority and high self-esteem, suggesting a strong influence of endowment effects.

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#36 Working Papers: WOM Source Disclosures and Persuasion:The Effect of Endowed versus Earned Expertise Julia (Soyean) Kim, Boston University* Andrew Schneider, Boston University Barbara Bickart, Boston University

The use of consumer-generated product reviews requires people to make judgments about the quality and veracity of the information provided. Often, these product reviews will include personal disclosures, which offer clues as to the writer‘s level of expertise and possible motives for sharing information. We examine how such personal disclosures affect the persuasive impact of a word-of-mouth (WOM) message. We find that a disclosure about expertise that has been acquired through effort (or ―earned‖) always increases the persuasive impact of the message, while the persuasive impact of a disclosure about expertise gained through an association (or ―endowed‖) depends on the similarity of the WOM prov ider to the WOM recipient. #37 Working Papers: The Effect of Figurative Language in Consumer Online Reviews

Ann Kronrod, Ben Gurion University* Shai Danziger, Ben Gurion University

We explore the effect of using figurative language in consumer reviews on review evaluation and on attitudes towards the reviewed product. Previous research shows that text using figurative language receives more attention and impacts attitudes more than comparable text that does not incorporate figurative language. In a preliminary sample of ~100 real reports we found significant correlations between figurativeness of the headline and the usefulness rating of the report. In a series of laboratory and field experiments we intend to show that use of figurative language elevates perceived usefulness and trustworthiness of review and enhances purchase intention. (First Author is a Ph.D. Student) #38 Working Papers: Consumers' Response to Deceptive Country-of-Origin Information: USA versus China

Lada Kurpis, Gonzaga University*

This study examines the effects of deceptively positioning a foreign brand as a domestic brand on product and company evaluations and the extent to which brand‘s true country-of-origin (COO) and subjects‘ cultural orientation (USA versus China) influence the effect of deceptive positioning. Deception (versus no-deception) led to lower evaluations with a greater drop in evaluations being observed for a brand from a favorable (versus unfavorable) COO. Evaluations of a deceptive brand from a favorable COO were lowered more by Chinese (versus American) subjects. Chinese subjects lowered use of internal attributions and increased use of external attributions in response to deception. #39 Working Papers: Influence of Gender and Intense Imagery on Mental Imagery Processing of Advertisement Promoting Violent Entertainment

Dae Hee Kwak, Indiana University* Choonghoon Lim, Indiana University Paul M. Pedersen, Indiana University Joon Ho Kang, Seoul National University

The current study examines the role that gender and intense imagery play in the mental imagery processing of ad within the framework of Perceived Message Sensation Value (PMSV). A 2 (image intensity: high vs. low) x 2 (gender: male vs. female) x 2 (presentation order: high-low vs. low-high) mixed design (N = 273) was used to test several proposed hypotheses. Results show that a high-intense imagery ad elicited greater vividness and quantity of imagery processing than a low-intense imagery ad, while negative feelings were reported when viewing a high-intense imagery. Gender did not show significant differences in vividness and quantity but males responded more favorably toward a high-intense imagery ad than females. #40 Working Papers: When Electronic Recommendation Agents Backfire: Negative Effects on Choice Satisfaction, Attitudes, and Purchase Intentions

Joseph Lajos, HEC Paris* Amitava Chattopadhyay, INSEAD Kishore Sengupta, INSEAD

Many websites provide electronic recommendation agents that ask users questions about individual factors and their preferences for product attributes, and then rate and rank order the available products. Previous research has hailed these agents as rescuing consumers from choice overload. However, we report the results of an experiment in which use of an electronic recommendation agent negatively impacted participants‘ choice satisfaction, attitudes, and purchase intentions over a period of between one and two weeks. The data support our hypothesis that use of an electronic recommendation agent leads consumers to overweight utilitarian product attributes and underweight hedonic product attributes in choice.

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#41 Working Papers: Effects of Color on Consumers’ Perceptions of Package Volumes

Joseph Lajos, HEC Paris* Amitava Chattopadhyay, INSEAD

Research in marketing has examined the effects of visual biases on consumers‘ judgments of product volumes. In the present research, we combine research indicating that packages that attract more attention are perceived to have a greater volume with research suggesting that high wavelength colors (e.g., red) attract more attention than low wavelength colors (e.g., purple) to hypothesize that consumers judge products to have greater volumes when their packages have a high wavelength color than when they have a low wavelength color. We report results from three studies that support our hypothesis. #42 Working Papers: The Illusion of (Not) Knowing: The Effect of Self-Esteem on the Relation between Subjective Knowledge Change and Memory for Information

Charles Lebar, HEC Paris* Sandor Czellar, HEC Paris

Subjective knowledge (SK) can be defined as consumer perceptions of personal knowledge in a given domain. The present research investigates the impact of manipulating SK on information processing and retrieval strategies; it also seeks to uncover possible moderating mechanisms and boundary conditions for the hypothesized effects. In a first study, we show that consumer self-esteem moderates the relationship between SK manipulations and different measures of memory for new information. Implications of these results are discussed and details on our further experiments are provided. #43 Working Papers: Positive Emotions and Sociability: Differences in Self Construal

Seung Hwan (Mark) Lee, University of Western Ontario* Miranda Goode, University of Western Ontario

Through three studies, we explore the distinct effects of enjoyment and pride and propose that their capacity to enhance sociability depends on self construal, the extent to which one is interdependent and independent. Many studies have examined what it means to be highly interdependent or independent. In contrast, we focus on the effect of positive emotions on sociability for those who are low on interdependence and independence. Our findings suggest that because low interdependent individuals are less socially inclined, enjoyment enhances their sociability. For low independent individuals who are less accustomed to being assertive, pride energizes their desire to socialize. #44 Working Papers: When We Are Who We Are Not: Centrality and Satisfaction in Networks

Seung Hwan (Mark) Lee, University of Western Ontario* June Cotte, University of Western Ontario

Consistent with the tenets of the self-discrepancy theory (Higgins 1987), high central individuals experienced the lowest satisfaction when they lacked the knowledge or the ability to influence others. In other words, the degree to which high central members were satisfied with their social club was contingent upon whether or not they possessed the characteristics (i.e. knowledge, opinion leadership) which are typically associated with occupying a central position. Using social network methodology and analysis, we aim to make both theoretical and empirical contribution to the extant literature on networks and satisfaction. #45 Working Papers: Are Large or Small Numbers More Persuasive? The Moderating Effect of Message Framing

Sophia Lee, Yale University* Daniel Read, Yale University

Large numbers are often used to emphasize the enormity of social problems and hopefully to persuade people to act on them. In our research we investigate the effectiveness of this strategy. We find that, in fact, sometimes large numbers are more effective and sometimes small ones. It depends on the framing. In study 1, we show that when messages are positively framed small numbers are more effective in obtaining a promise of good behavior, while when messages are negatively framed large ones are more effective. In subsequent studies we consider some explanations for this.

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#46 Working Papers: Representation of Value Affects Willingness to Risk Value James Leonhardt, UC Irvine* Patricia Chan, UC Irvine Peter Ditto, UC Irvine Connie Pechmann, UC Irvine

Past studies have shown that the way in which rewards are represented have an effect on risk taking. In general, the more vivid the reward the more participants are willing to assume risk. The present study explores whether the medium representing the value risked has an effect on our willingness to assume risk. Risk taking is compared between three conditions where the medium used in a mixed gamble is either one dollar bills, one dollar poker chips, or one dollar bills in a wallet. Risk taking was found to significantly differ across conditions. #47 Working Papers: The Effects of Relationship Anxiety, Self-Brand Connections and Reference Groups on Consumers’ Loss Aversion

Sara Loughran, University of Pittsburgh* Vanitha Swaminathan, University of Pittsburgh

This work extends the research on moderators of loss aversion. We examine how relationship anxiety, self-brand connections and reference groups influence loss aversion in a typical endowment effect setting. Specifically, we suggest that relationship anxiety increases loss aversion for objects associated with one‘s in-group and eliminates loss aversion for objects associated with one‘s out-group. Typical endowment experiments support our hypotheses and show that compared to control conditions, high anxiety increases selling prices for objects associated with one‘s in-group, and lowers selling prices for objects associated with one‘s out-group. We also rule out alternative explanations and discuss boundary conditions. #48 Working Papers: Demonstrating and Overcoming the Lower Choice Likelihood and Lower Willingness-to-Pay for Sustainable Products

Michael Luchs, College of William and Mary* Jake Brower, University of Texas at Austin Ravindra Chitturi, Lehigh University

Given a trade-off, will consumers choose a product with superior sustainability attributes (and average functional attributes) over a product with superior functional attributes (and average sustainability attributes)? How will such a trade-off influence consumers‘ willingness-to-pay (WTP)? The primary insights provided by this research are: 1) below a minimum threshold of functionality, consumers choose products with superior functional attributes over those with superior sustainability attributes, 2) consumers are willing to pay more for a product with superior functional attributes than one with superior sustainability attributes and 3) the addition of superior hedonics to both alternatives improves choice and WTP for products with superior sustainability attributes relative to products with superior functional attributes. #49 Working Papers: Familiarity Hijack: How Morphing Faces with Celebrity Images can Enhance Trust

Robin Tanner, University of Wisconsin - Madison Ahreum Maeng, University of Wisconsin - Madison*

In this research we investigate the effect of combining unfamiliar faces with those of celebrities. Using facial morphing software we create composite faces consisting of 65% of an unfamiliar face and 35% of a celebrity face. In two studies participants rated the resulting composite images as being significantly more trustworthy than the unfamiliar faces despite being entirely unaware of the presence of the celebrity faces in the morphed image. Building on previous literature, we argue that this effect is consistent with a familiarity explanation but is inconsistent with explanations relying on either similarity or transfer of specific individual meaning. #50 Working Papers: Physical Distance, Culture and Evaluation: The Influence of Chronic and Instant Spatial Cues on the Level of Construal

Ahreum Maeng, University of Wisconsin - Madison* Yuri Miyamoto, University of Wisconsin - Madison Robin Tanner, University of Wisconsin - Madison

Research indicates that spatial distance (closeness) shapes high (low) level construal. Given different physical environments of Asian countries and America, we hypothesize that cultural environment may moderate the level of construal. In study 1, Asians favored a DVD when it was presented with feasibility information, whereas American favored desirability information. In study 2, Asians favored an automobile when presented in concrete visuals whereas American favored abstract words presentation; however, when primed with a physical closeness cue, the construal level is altered to opposite directions. These results support a broader conceptualization of distance-mediated effects on judgment and evaluation.

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#51 Working Papers: The Effect of Identification with a Social Group on Self-Accessibility Frank May, University of Minnesota* Carlos Torelli, University of Minnesota Andrew Kaikati, University of Minnesota

Although it seems intuitive that a person who highly identifies with a social group should easily be able to access his/her interdependent self, our findings suggest otherwise. We focus on individuals‘ sense of connection with one particular social group, in terms of their identification with America, and show that high- (vs. low) identification with America impairs accessibility of the interdependent self. Thus, this research aims to shed light on the seemingly paradoxical American identity, examining what it is that prevents people who are highly identified with America from accessing their interdependent selves, and establishing how this identification in turn affects response to persuasive communications. #52 Working Papers: Unconscious Information Processing Reduces Information Overload and Increases Product Satisfaction

Claude Messner, University of Basel* Michaela Wänke, University of Basel

Consumers are less satisfied with a product chosen from an extended assortment than a limited one (Iyengar & Lepper 2000). Presumably, information overload causes decreased satisfaction and reducing information overload would increase satisfaction. Building on Unconscious Thought Theory (Dijksterhuis & Nordgren 2006), study results suggest that this classic effect reverses when consumers do not deliberate. Consumers reported lower satisfaction with a praline chosen from a large assortment than a small one, when they either deliberated intensively or chose spontaneously. This effect reversed when consumers were distracted before choosing. Unconscious thinking about a large assortment led to the highest product satisfaction. #53 Working Papers: The Effect of the Choice Process on Variety-Seeking Behavior

Mauricio Mittelman, Universidad Torcuato Di Tella and COPPEAD Graduate School of Business* Miguel Brendl, Northwestern University Amitava Chattopadhyay, INSEAD

This research offers a new explanation for variety-seeking behavior: When people choose varied options, they may in part do so because they seek variety in the choice process, beyond just seeking variety in the choice outcome. Specifically, we propose that when making a series of choices, people have an urge to make choices that are different from previous ones, regardless of the consumption experience that eventually results. Based on this hypothesis, we further propose that people who choose options one-by-one will seek more variety than people who choose options all-at-once. We report two studies that provide evidence for our hypotheses. #54 Working Papers: Does Consumer Ethnocentrism Moderate the Impact of Mortality Salience on Foreign Product Evaluation?

Mark Mulder, Washington State University* Jeff Joireman, Washington State University*

Previous research has shown a strong preference for domestic products under conditions of mortality salience. We explored whether consumer ethnocentrism would moderate the impact of MS on foreign product evaluations. Results revealed a marginally significant three-way interaction between CES, MS and country of production (U.S. vs. Iran) on product evaluation. All participants (U.S. college students) preferred products made in the U.S. Importantly, however, this tendency was strongest among high CES participants in the MS condition. #55 Working Papers: When Functional Knowledge and Aesthetic Benefits Collide: The Impact of Incongruent Product Information on Hedonic Consumption

Theodore J. Noseworthy, University of Western Ontario* Remi Trudel, Boston University

The schema congruity effect, a robust phenomenon in marketing and psychology, has been demonstrated repeatedly using products where consumer preference relies heavily on functionality. With the growing emphasis on aesthetic considerations in product choice, there is a need to understand the impact of incongruity on hedonic offerings. Evidence from three studies suggests that although moderate incongruity can have a positive effect and enhance evaluations for utilitarian goods, it can also have a negative effect and reduce evaluations for hedonic goods. Importantly, we find a shift in perceived benefit and a change in processing underlies this reversal.

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#56 Working Papers: Risk Taking in Unrelated Domains and Compensation for Loss of Self-esteem Joseph Paniculangara, University of Central Florida* Xin He, University of Central Florida

Among the myriad motivations that exist for risk taking, this paper suggests that a perceived loss in a domain such as one‘s appearance may foment risky behavior in an unrelated domain such as driving. The underlying construct that appears to link the two domains is self-esteem. While the sources of state self-esteem may differ depending on the domain, a loss of self-esteem in one domain can increase risky behavior in another domain since risky behavior increases the gain in self-esteem. Acting in an additive manner to this propensity for risky behavior is the importance of the substitute domain for self-esteem. #57 Working Papers: Splitting Psychological Distance for Charitable Donations: The Effect of an Agent

Joseph Paniculangara, University of Central Florida*

Construal level theory suggests that with increase in psychological distance between giver and recipient, the quantum of charitable donations would decrease. As psychological distance increases, more abstract construals result which although synergistic with the pro-social behavior as a value, may not translate well into behavior which weights feasibility. The research proposed in this paper suggests that an agent who acts as an intermediary between giver and recipient may compensate for this effect, if the psychological distance between the giver and the agent was lesser than between the agent and recipient. Hence, psychological distance between giver and recipient would be split. #58 Working Papers: Understanding Certification Cobrand Strategy

Yupin Patara, Chulalongkorn University* Kent B. Monroe, University of Illinois, Urbana-Champaign

Certification cobrand is a marketing strategy when using a certification seal of approval from the reputable third party certification agency with the primary brand on a product. Using the certification brand on the product is permitted when a third party certifies the product has met a specific certification standard after thorough testing. Drawing on signaling theory, this research is among the first to investigate how a certification cobrand influences consumers‘ evaluations of the product quality and their willingness to buy. The effects of a certification cobrand with familiar and unfamiliar primary brand at different prices are examined. #59 Working Papers: I Buy for Quality, You Buy for Status: Marketplace Metacognition in Consumer-to-Consumer Inferences

Meghan Pierce, Virginia Tech* Kimberlee Weaver, Virginia Tech Kimberly Daniloski, Virginia Tech Norbert Schwarz, University of Michigan

The results of three studies explored consumer-to-consumer metacognitions in conspicuous consumption. Across a variety of products, consumers associated reasons for their own purchases with characteristics of the product, while they associated others‘ identical purchases with the desire to impress others. The studies showed that these differences are not merely the result of social desirability concerns, can occur with hypothetical and actual product purchases, and occur both between and within subjects. Implications of this asymmetry for marketplace metacognition are discussed. #60 Working Papers: When the Spice of Variety Impairs the Pleasure of Consumption

Morgan Poor, Indiana University*

Affective reactions to most products and experiences attenuate with ongoing consumption, a process commonly referred to as hedonic adaptation. Although, extant research has shown that variety can reduce adaptation when introduced into a consumption experience, the literature is silent on the effect that variety may have when available prior to making a consumption decision. In this conceptual paper, it is argued that the mere presence of variety in a choice context will increase the rate with which a consumer adapts to the chosen item during actual consumption and that this effect is mediated by regret.

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#61 Working Papers: “The More I Use It, the Less You Can Extend It.” The Influence of Brand Construal on Brand Extension Evaluations: The Moderating Role of Direct Experience with the Brand

Sanjay Puligadda, Miami University of Ohio* Maria L. Cronley, Miami University of Ohio* Frank Kardes, University of Cincinnati

Investigating the relationship between similarity of a brand extension with the parent brand and consumers‘ evaluation of the extension, we study prior experience with the focal brand and the temporal distance of the launch of the brand extension as potential moderators. Given that prior experience or current extensions lead to concrete construals, we argue that a brand previously used and a brand extension that is current will be less able to extend into dissimilar categories #62 Working Papers: “Are You Benevolent or Strategic?” The Influence of Perceived Brand Benevolence on Consumers’ Purchase Intentions: A Process Perspective.

Sanjay Puligadda, Miami University of Ohio* Bob Gilbreath, Bridge Worldwide*

The growing phenomenon of purposeful or meaningful marketing is marked by benevolent brands that provide assistance and value to consumers other than the benefit derived from the consumption of the brands‘ product or service. This assistance may or may not be related to the focal brand‘s product or service. This research aims to investigate consumer responses to such benevolent acts by brands. Specifically, we investigate how perceived benevolence influences consumers‘ purchase intentions and how indebtedness and trust mediate the relationship. A functioning website of an existing benevolent brand is used for this purpose #63 Working Papers: Differential Effects of Perception on Encoding and Recall of Haptic Imagery

Shannon Rinaldo, Texas Tech University* Terry Childers, Iowa State University

Although the role of haptic processing within marketing has been increasingly studied, haptic imagery use has not received the same level of attention. Based on studies of visual and auditory modalities (Unnava, Agarwal, and Haugtvedt 1996), the interaction of imagery can selectively interfere or facilitate perception within modality. This study addresses the research question of how imagery may selectively interfere or facilitate perception. In two studies, blind consumers simultaneously processed perceptual information either during encoding or during recall. Perceptual and imagery processes within-modality resulted in interference during encoding, while within-modality perceptual processing enhanced memory for imagery information during recall. #64 Working Papers: Don't Go to the Grocery Store Hungry?

Christine Ringler, Arizona State University* Andrea Morales, Arizona State University Steve Nowlis, Arizona State University

Common wisdom suggests when you go to the grocery store hungry you buy more products, but we find when consumers go shopping and are hungry they are more likely to buy hedonic but not utilitarian food items. In addition, hunger also influences consumption. Not surprisingly, we find hungry consumers eat more utilitarian foods than non- hungry consumers. However, we also find hunger has no effect on the amount of hedonic food consumed; rather, consumption effects are driven by the interaction between hunger and cognitive load such that it is only when consumers are both hungry and under load that they lose their self-control and eat more hedonic food items. #65 Working Papers: Measure What I Do, Not What I Say: On The Predictive Accuracy of Attitudes and Behavioral Intentions

Caroline Roux, McGill University* Ulf Böckenholt, McGill University

Because the pragmatic self governs the here and now, people repeatedly fail to act in a way that reflects their core values, creating a gap between their attitudes, intentions and behaviors. The goal of this paper is to determine whether different construal levels of hypotheticality activate different selves, and if this self-activation leads people to express different levels of attitudes and intentions. We also investigate whether putting people in a mindset similar to the one they are in when they act helps them to express attitudes and intentions that are more reflective of their actual behaviors.

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#66 Working Papers: Possessions as an Extension of the Conflict between Selves: The Case of Transgenders’ Self-Identity Ayalla Ruvio, Temple University* Russell Belk, York University

This ethnographic study explores the role possessions play in the formation, development, and resolution of the conflict between different selves. Focusing on the gender identity conflict experienced by transgendered individuals, we found that the symbolic power of possessions causes the conflict to surface to the level of consciousness. Possessions also help individuals cope with their conflict in different ways, and reflect the conflict's resolution and the formation of a new self-identity. The implications of this study contribute to the literatures on transgenders and the extended self. #67 Working Papers: Symbol Abandonment as a Collective Response to Symbol Hijacking

Joachim Scholz, Queen's University* Peter A. Dacin, Queen's University

The present research examines the role of collective processes in the context of hijacked group symbols. We focus on perceived threat to the distinctiveness of one‘s social group as a collective process. Two studies support our hypotheses that people with strong (vs. weak) identification with a group abandon their group‘s symbol more readily when the symbol is hijacked by a similar (vs. dissimilar) group and that the extent to which group members experience distinctiveness threats mediates this effect. Our results extend previous findings on symbol abandonment and highlight the need to consider collective processes in this phenomenon. #68 Working Papers: The Mediating Role of Hope in the Relationship Between Product Attributes and Judgment

Inbal Segal, Ben Gurion University* Hila Riemer, Ben Gurion University

Various product attributes elicit different emotions, which in turn influence product judgment. Building on regulatory focus theory and research on emotions, we propose: (1) products associated with prevention attributes are more favorably viewed than those associated with promotion attributes; (2) hope mediates the effect of the type of attribute on judgment. Two experiments support our hypotheses. In experiment 1, participants read about a car presented as either luxurious (promotion) or safe (prevention), and then completed feelings and judgments scales. Experiment 2 replicated experiment 1 using different attributes: fun driving (promotion) versus environmentally friendly (prevention). Implications and future directions are discussed. #69 Working Papers: Looking through Rose-tinted Glasses: Biased Evaluation Processes of Overweight and Obese Consumers

Jayati Sinha, University of Iowa* Promothesh Chatterjee, University of South Carolina*

This paper presented three studies to demonstrate how overweight and obese individuals compared to normal weight consumers exhibit a positive bias in the product evaluation context. We demonstrated that overweight and obese consumers not only have positive attitudes towards life, but also hold positive attitudes towards a variety of products and resulting behaviors (i.e., purchase intentions). We identified the role of coping mechanism underlying this effect through self-threat and self-affirmation manipulation. We demonstrated that enhancing a health-based self-threat increases the positive bias of the overweight but not the normal people. In a similar vein, reducing the self-threat reduces this positive bias. #70 Working Papers: You Have Great Taste! Examining Consumer Responses to Scripted Rapport in Service Settings

Nancy J. Sirianni, Arizona State University* Katherine E. Loveland, Arizona State University* Naomi Mandel, Arizona State University

Firms may attempt to balance standardization and personalization by having employees engage in scripted rapport behavior with customers. This research investigates situations in which consumers receive and overhear scripted flattery to understand the implications of such a customer service strategy. An experiment demonstrates that customers who receive a compliment and then overhear that compliment given to another customer will experience cognitive dissonance, but will resolve this discrepancy by believing the employee is trustworthy, accepting the flattery, and then rewarding the firm with positive evaluations. Conversely, participants who overhear a compliment being given and then receive it themselves are not likely to respond as positively to the employee‘s ingratiation effort.

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#71 Working Papers: He Who Dies with the Most Alternative Fuel Wins: An Alternative Use of Terror Management Theory Krystina Smith, Skidmore College* Christine Page, Skidmore College*

Climate experts argue that is it essential for humans to change their behavior with respect to energy consumption to curb the devastating effects of global warming. In this study, the efficacy of terror management theory is examined as an effective means by which to influence consumer attitudes and behaviors toward an alternative fuel, BioHeat. The findings of this study reveal that reminders of impending death significantly increased individuals‘ preference for BioHeat, but only when BioHeat was represented as a luxury item. Theoretic and practical consequences of this findings are explored. #72 Working Papers: Self Discrepancy and Consumer Decision Making: Optimal Decisions and Risk Aversion

Kamila Sobol, York University* Peter Darke, York University

Self discrepancy theory postulates that people exhibiting high levels of self inconsistency become motivated to align their actual self perception with their self standards (i.e. ideal and ought). The present study expands our knowledge of the effects of self discrepancy by examining how inconsistent self views influence consumer decision making. The results of four studies provide evidence that people with a heightened awareness of self discrepancy have a higher tendency to make quality decisions, in terms of resisting to self indulgence and engaging in elaborative thinking when making choices, as well as to avoid unwarranted risk by selecting conservative options. #73 Working Papers: Consumer Knowledge as a Moderator of Specificity-Based Product Selection

Jason Stornelli, University of Michigan* Anirban Mukhopadhyay, HKUST Andrew Gershoff, University of Texas at Austin

One way marketers differentiate functionally equivalent or similar offerings is by varying product claim specificity. For example, drug manufacturers may offer one product indicated for migraines and another for general analgesia that contain identical active ingredients. Previous research suggests this strategy often works – consumers prefer functionally specialized products over general or ―all-in-one‖ alternatives. Yet, this may not always be the case. We argue that preference for specialized alternatives may depend on the consumer‘s subjective knowledge within the category. #74 Working Papers: The Impact of Brand Personality Traits on Post-Consumption Behavior

Lauren Trabold, Baruch College* Pragya Mathur, Baruch College

Extant research in the area of brand consumption has suggested that brands may be consumed to express underlying goals. The authors find that brand influence is associated with underlying desirable goals and results in goal directed behavior. Although these findings are robust across positive associations (e.g. honesty, creativity), it is not clear how consumers would be influenced by brands with strong negative associations or how these brand influences may extend beyond the consumption domain. We address these two questions in three studies. We show that consumption influences consumer personality measures and impacts the likelihood of pro-social behavior. Our work extends the current understanding of how brands influence behavior and has implications for how consumers and marketers may alter human behavior. #75 Working Papers: Does Brand Rejection Make the Heart Grow Fonder? The Impact of Consumer Exclusion, Brand Exclusion, and Ego-Defensive Goals on Brand Evaluations

Fang Wan, University of Manitoba* Namita Bhatnagar, University of Manitoba* Preeti Krishnan, University of Manitoba

This research examines a brand-exclusivity effect from the perspective of aspiring consumers (Kirmani, Sood, & Bridges 1999), and by providing evidence that brand exclusion may activate an ego-defensive goal which lower brand evaluations. We also look at the previously unexamined role of co-consumer exclusion in buffering negative brand exclusion effects.

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#76 Working Papers: Strategic Localization of Global Brands: Choosing Brand Names to Minimize the Impact of Consumer Animosity and Leverage Positive Country-of-Origin Perceptions

Haiyang Yáng, INSEAD* Amitava Chattopadhyay, INSEAD, Singapore

Geopolitical disputes often trigger consumer animosity, turning a foreign brand‘s otherwise positive country-of-origin perception into a serious impediment to its success. Building on psycholinguistic research, we propose a theoretical framework elucidating how consumers react to different types of brand naming strategies. We demonstrate that brand names localized via certain strategies not only benefit from the positive aspects of their country-of-origins but also are immune to animosity. We also show that consumer animosity is not necessarily a generalized, chronically stable construct as extant research suggests; rather, consumers disapprove of foreign brands only when the exporting nation‘s misdeeds are made salient. #77 Working Papers: Matching the Words and the Features: The Effect of Matching Advertisement Language and Product Attributes on Attitude

Lifeng Yang, Ohio State University* Karthik Easwar, Ohio State University

Matching the level of abstraction between products attributes and marketing messages can improve attitudes towards the products. Using concrete (abstract) words to describe concrete (abstract) attributes of a product will lead to better product attitudes than abstract (concrete) words. Experiment 1 examines this matching hypothesis using two different products with either matched or unmatched messages. Experiment 2 examines the matching hypothesis by priming the same product to be either hedonic or utilitarian. Overall, these two experiments provide preliminary evidence that advertising language matching a products primary use can improve attitudes. #78 Working Papers: Online Auction: The Effect of Time and Visual Product Presentation on the Development of Psychological Ownership

Yi-Hsin Yeh, University of Texas at Austin* Matthew Eastin, University of Texas at Austin Hsuan-Ting Chen, University of Texas at Austin Heather Schulz, University of Texas at Austin

Past studies suggest that bidders develop a sense of psychological ownership toward not-yet-owned products over the course of an online auction. The duration of time spent in an online auction was found to positively contribute to that mental state. To extend past research, the current study proposes the imagery processing induced by visual product presentation will act as a contributing factor to the development of psychological ownership. In addition, this study examines the moderating role of trait-based buying impulsiveness. Preliminary results of this experiment show support for these propositions. #79 Working Papers: Integrating Mindfulness with Consumer Psychology: Awareness of Action Increases Consumption Satisfaction

Xieheng Maxine Zhang, University of Southern California*

Leigh Anne Novak, University of Southern California* Joseph R. Priester, University of Southern California

Allen M. Weiss, University of Southern California Wendy Wood, University of Southern California

An increasing wealth of evidence indicates that mindfulness (awareness) can have an array of positive outcomes, physiological and psychological. To date, such research has involved intensive training. We investigated whether mindfulness could be manipulated via a subtle, temporary manipulation, and whether such manipulations might influence satisfaction with specific activities. Participants in the high-awareness group were instructed to ―rest your attention on the activity of eating the chocolates [playing tic-tac-toe] and sense the sensations of the activity.‖ Indicators of satisfaction were averaged to form one measure of satisfaction for each activity, and we found that mindful awareness resulted in increased satisfaction. #80 Working Papers: Work Hard, Pay More? The Impact of Effort on Consumers’ Willingness-to-Pay

Yuhuang Zheng, Tsinghua University* Luqiong Tong, Tsinghua University

This research investigates the impact of effort on consumers‘ willingness-to-pay (WTP). We propose that effort can generally increase consumers‘ WTP, and more importantly and interestingly, effort will have a higher impact on consumers‘ WTP of hedonic than utilitarian products. This and other related predications are tested in a series of studies using both hypothetical and real effort tasks and various products in different price ranges. Finally, we discuss the implications of the findings for marketing managers and for the literature of self-control.

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Virginia Tech Post-Doctoral Bridge to Business Program Presentation 7:15 AM - 8:00 AM

Banyan Frank Smith, Director of Executive Education, Virginia Tech

Learn how to transition into an AACSB-endorsed, academically-qualified, tenure-track faculty position in marketing or management, May 31 to July 30, 2010 in Blacksburg, VA.





Session 1.1 8:15 AM - 9:30 AM

Banyan

Individual Papers: Mental Accounting and Context Effects

Chair: Dorothea Schaffner, Lucerne University of Applied Sciences

Europoly Money: The Impact of Currency Framing on Tourists' Spending Decisions Priya Raghubir, New York University Vicki Morwitz, New York University* Shelle Santana, New York University*

This paper examines the effect of the transition to the Euro on consumer spending. We test the Europoly Money effect that predicts an increase in spending in continental Europe due to the lower nominal prices in Euros as compared to previous local currencies, even when prices are quoted in both currencies. Two experiments examine how sequential and simultaneous exposure to two nominally different (but economically identical) prices influence price perceptions and purchase behavior. We then demonstrate this effect using macroeconomic data from 1993-2008. The paper extends the research on the subjective value of money to domains where multiple nominal values of the same unit are available. A Breakeven Strategy in the Consumption of Flat-Rate Goods

Paul Litvak, Carnegie Mellon University* Carey Morewedge, Carnegie Mellon University

Having paid a flat-rate for a good, consumers appear to exhibit a deliberate breakeven strategy in its unrestricted consumption. Considering the cost of a good before its consumption led to greater consumption when paying a flat-rate, but did not affect consumption when the good was free. And predicted and actual consumption of a paid-for flat-rate good (e.g., food at a buffet) was greater when its per-unit cost (e.g., retail price) was believed to be lower than higher, but equal when the good was free. Consumers naturally inclined to deliberate were particularly likely to exhibit this breakeven strategy. Unpacking and Valence in Future Time Estimates

Claire I. Tsai, University of Toronto* Min Zhao, University of Toronto

We propose that the time estimate for a target event is systematically influenced by the representation of that event (i.e., unpacking an event into several separate activities or packing several separate activities into one event) and the valence of the event. In four studies, we show that unpacking increases the estimate for time spent on a pleasant future event but decreases the estimate for time spent on an aversive future event. We also demonstrate that perceived enjoyment/pain of the events mediates this pattern of results and addressed alternative explanations including task-relevant knowledge, task complexity, mental accounting, and mood.

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One or Many: How number of accounts facilitate spending or saving behavior Himanshu Mishra, University of Utah Arul Mishra, University of Utah Jessica Rixom, University of Utah*

The current recessionary trend has motivated people to control spending and increase savings. The stock market crisis has led several people to prefer liquid accounts in FDIC insured banks. Across three studies we find that people save more and spend less when they maintain a single account compared to multiple accounts. We find that this occurs because people are able to justify spending with multiple accounts (since there is more ambiguity about the amounts in each account) but not with single accounts (since it provides precise account information). We demonstrate the effect across three studies and test the underlying process.

Session 1.2 8:15 AM - 9:30 AM

Citrus

Symposium: The Influence of Construal Level on Pre-decisional, Actual and Post-decisional Information Processes

Chair: Danit Ein-Gar, Tel Aviv University

Is More Always Better? The Role of Construal on Assortment Size Preference Selin Malkoc, Washington University in St. Louis* Joseph Goodman, Washington University

Consumers often prefer retailers with larger assortments and are attracted to large option sets despite the difficulty associated with choosing from them. We examine whether consumers‘ preference for a retailer‘s assortment size is influenced by their mindset abstraction. Three experiments demonstrate that low construal makes the differences between options salient and leads consumer to prefer a larger assortment. Alternatively, consumers in abstract mindsets perceive options in a set to be more similar, effectively eliminating their preferences for larger assortments. Furthermore we identify product category homogeneity and assortment size difference as the boundary conditions, while demonstrating the mediating role of similarity. Being - Becoming Mindsets in Self-Control Dilemmas

Danit Ein-Gar, Tel Aviv University* Camille Su-Lin Johnson, San Jose State University

This research shows that defining the self in terms of the future (i.e. becoming mindset) increases prudent choices and preferences whereas defining the self in terms of the here and now (i.e. being mindset) increases more indulgent ones. First, the relation between self-definitions and construal is demonstrated (Study 1). Then, Studies 2 and 3, examine the effects of self-definition on spending preferences and gift-receiving preferences. Studies 4 and 5, examine actual choice in laboratory and field settings. Finally, Study 6 demonstrates that when there is a fit between consumer self-definitions and product's framing, the overall evaluation of the product increases. How Construal Levels Attenuate the Search for Unpleasant Truths.

Yaniv Shani, Tel Aviv University* Eric Igou, University of Limerick Marcel Zeelenberg, Tilburg University

When not knowing the negative outcome of past decision, people search for more information even when it confirms their negative suspicion. What drives this information search is the hope that the unpleasant state of ―not knowing‖ ends when one faces the truth. Previous research suggests that adopting high or low-level construals of a situation can increase or decrease the affective value of experiences. We propose that the need to know the potentially hurtful truths about one‘s own decision increases when people adopt a low-level construal, but it decreases when people adopt a high-level construal. Having Power Makes People More Implemental in Their Goal-Related Decision-Making

Pamela Smith, UC San Diego* John Bargh, Yale University Anna Leshner, New York University

Having power increases one‘s sense of psychological distance, leading one to use higher-level construals. The goal-directedness associated with the higher construal levels of high-power people should also affect how they pursue a particular goal. Because high-level construals involve reduced attention to peripheral information, high-power people should be more implemental in their goal-related decision-making than low-power people. In two experiments involving choice between various means to pursue a goal, high-power participants were more implemental than low-power participants, showing more biased cognition and affect in favor of their chosen means even before these means were officially chosen.

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Session 1.3 8:15 AM - 9:30 AM

Glades

Individual Papers: Memory and Focus Effects

Chair: Mihai Niculescu, New Mexico State University

Knowing Too Much: False Recall Effects in Product Comparisons Ravi Mehta, University of British Columbia* JoAndrea Hoegg, University of British Columbia Amitav Chakravarti, New York University

Research on memory-based performance has demonstrated that experts can, at times, be at disadvantage relative to their less knowledgeable counterparts. The accepted cognitive explanation is that the strength and complexity of schema structures interfere, leading to false recalls. We extend this research by showing how an additional driver contributes to expert errors when making product comparisons. Specifically, we demonstrate that certain motivational aspects of expertise, namely, feelings of accountability, can also contribute to sub-optimal memory performance by causing a different kind of error stemming from the nature of the comparison context. Different Motivational Foci Drive Risk Aversion During Recession and Risk Seeking During Economic Prosperity

Kobe Millet, KULeuven and VU University Amsterdam* Bram Van den Bergh, Erasmus University

We demonstrate in two experimental studies that risk seeking during economic prosperity and risk aversion during recession might be driven by two different motivational foci. We find that people especially focus on negative (but not on positive) outcomes during recession and on positive (but not on negative) outcomes during economic prosperity. Consequentially, people become more risk averse for losses (but not for gains) in the recession relative to the prosperity and the control condition, and are more risk seeking for gains (but not for losses) in the prosperity relative to the recession and the control condition. When Do Consumers Prefer a Vaguely Remembered Alternative? The Role of Feature Valence in Mixed Choice

Mauricio Palmeira, Monash University* Shuoyang Zhang, Colorado State University* Shanker Krishnan, Indiana University

We investigate the role of feature valence in choice from sets formed by a stimulus brand and a memory brand. We propose that this type of situation can be viewed as a risky decision and invoke the effect of domain (gains vs. losses) on risk preference to explain systematic behavior in mixed choice. In a series of three studies we find that while sets with mostly positive features lead to the previously documented ―conservative bias‖, sets with mostly negative features lead to a strong reversal of this pattern. On Knowing More, But Liking it Less: The Moderating Role of Knowledge on Accessibility Experiences in Consumer Choice Decisions

Jayati Sinha, University of Iowa* Dhananjay Nayakankuppam, University of Iowa

Accessibility experiences have been a subject of interest since Tversky and Kahneman (1973) published their account of the availability heuristic. Since then, research has managed to specify the process for the availability heuristic in greater detail. Specifically, it is now known that individuals utilize the phenomenological experience of ease or difficulty in recall in constructing a judgment (see Schwarz, 1998, for a review). The proposed studies contribute further to work in this area by examining the moderating role of expertise. Two competing accounts are advanced that make differential predictions and it is proposed to test them in three experiments.

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Session 1.4 8:15 AM - 9:30 AM

Jasmine

Individual Papers: Self-Control and Depletion

Chair: A. Selin Atalay, HEC, Paris

Control Deprivation and Compensatory Shopping Charlene Chen, Columbia University* Leonard Lee, Columbia University Andy Yap, Columbia University

We propose that deprivation in perceived control can result in compensatory shopping and increased spending. In Study 1, supermarket shoppers who experienced a diminished sense of control (vs. those with high sense of control and a third baseline group) spent more in the store. Study 2 replicated this effect in the lab while supporting the hypothesized underlying mechanism, showing that the effect is stronger among consumers with a higher need for cognitive closure. Together, findings from these two studies suggest that shopping could serve as a strategy that individuals adopt when their sense of control is undermined. Mental Simulation and the Vicarious Experience of Self-Control

Joshua Ackerman, MIT*

Acts of self-control can deplete individuals‘ self-regulatory resources, leading to a focus on short-term outcomes and increased consumption. But what are the consequences of other people‘s self-control activities on our own? In several studies, I show that mentally simulating another‘s use of self-control vicariously depletes the simulator, leading people to exert relatively less restraint over spending, feel like more time has passed, and become less resistant to persuasive messages. Conversely, perceiving (but not simulating) self-control can boost one‘s own abilities, suggesting that social experiences with self-control can produce both positive and negative outcomes. Illusory Fatigue in the Marketplace: The Effects of Perceived Resource Depletion on Choice Behavior

Joshua Clarkson, University of Florida* Edward Hirt, Indiana University Marla Alexander, Ball State University Lile Jia, Indiana University

The current research sought to investigate the impact of perceived mental resources on consumer choice behavior, as emerging research suggests the mere perception of depletion can override the effects of actual depletion (Clarkson et al. forthcoming). In two experiments, individuals who perceived themselves as more (versus less) depleted choose objectively poorer products and purchase environments. Of most importance, these differences were irrespective of whether participants were high or low in actual depletion. Furthermore, these perceptual effects on choice behavior were moderated by individuals‘ motivation to engage in effortful thought, suggesting aspects of this perceptual process are metacognitive in nature. Just this once? Seeing dissimilarity between current and future choices allows consumers to indulge

Bert Weemaes, KULeuven* Siegfried Dewitte, KULeuven Luk Warlop, KULeuven

Succumbing to food temptations threatens consumers‘ long-term goals because it tells them that they may continue to indulge. Four studies show that perceived differences between current and future choices reduce food intake self-regulation. Being able to construe current and future choices as dissimilar allows consumers to indulge without their intention to adhere to their long-term goal being threatened. While keeping the actual choice options constant, we show that introducing an ostensible difference between the current and future choices results in decreased self-regulation in the current choice through the active search for differentiation cues that set current and future choices apart.

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Session 1.5 8:15 AM - 9:30 AM

Palm

Individual Papers: Perceptions of "Power"

Chair: Guang-Xin (Vincent) Xie, University of Massachusetts, Boston

The Accentuation Bias: Money Literally Looms larger to the Powerless David Dubois, Northwestern University* Derek D. Rucker, Northwestern University Adam D. Galinsky, Northwestern University

This research proposes states of powerlessness contort and distort even our most basic perceptual representations. Specifically, we hypothesized that powerlessness produces an accentuation bias: it intensifies the value attached to monetary items and alters physical representation of those items in a manner consistent with the value-size relationship. Across three experiments, powerless participants, compared to powerful and baseline participants, systematically overestimated the size of objects associated with monetary value (i.e., quarters, poker chips), and more so when (a) these objects were especially salient and (b) the value assigned to the same item increased. Theoretical and practical implications are discussed. Power and Spending on Oneself versus Others: From Psychological to Economic Value

David Dubois, Northwestern University* Derek D. Rucker, Northwestern University Adam D. Galinsky, Northwestern University

This work investigates how psychological states of power and powerlessness affect consumers‘ spending on themselves versus others. We propose that states of powerlessness reduce the psychological distance between oneself and others, making others more valued. In contrast, states of power signal self-importance and thus that oneself is more valuable. Consequently, states of power, relative to powerlessness, are hypothesized to lead one to spend more on oneself and less on others. Three experiments, utilizing different manipulations of power, converge on this power-induced asymmetric consumer spending patterns using real money and actual behavior. Implications for power and consumer behavior are discussed. Consumer Entitlement: Implications for Theory and Practice

Robin L. Soster, University of South Carolina* William O. Bearden, University of South Carolina

Individuals with a sense of entitlement believe they deserve more than others. Our examination of consumer entitlement (CE) is based on three questions: 1) can we effectively measure feelings of consumer entitlement as an individual trait, 2) are there behavioral markers of entitled consumers, and 3) does the level of CE impact expectations? In a series of four studies, we propose a parsimonious trait measure and explore related consumer behaviors. We also demonstrate that entitled consumers idealize expectations, revealing smaller differences between will and ideal expectations. Finally, we show preliminary process evidence that consumer entitlement drives this idealization of expectations. Consumer Strategies for Regaining Optimal Distinctiveness

Melissa Minor, University of Florida*

Optimal Distinctiveness Theory (Brewer 1991) suggests that individuals exist in a precarious balance between their opposing needs for similarity and distinctiveness. Although research has examined social behaviors that individuals use to regain optimal distinctiveness once threatened, the marketing literature has largely ignored potential consumption-based coping strategies. In two studies, I examine consumption strategies by which individuals may regain their optimal distinctiveness following a threat. This paper shows that consumers choose (Study 1) more atypical (typical) products after receiving feedback that they are very similar to (different from) their peers and that this effect is strongest when individuals are choosing among conspicuously consumed products (Study 2), suggesting that sub-optimal distinctiveness is a threat to the consumer‘s public image.

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Session 1.6 8:15 AM - 9:30 AM

Sabal

Symposium: Civic Consumerism: Field Studies of Prosocial Consumer Behavior

Chair: Vladas Griskevicius, University of Minnesota Discussion Leader: Darren Dahl, University of British Columbia

Reciprocity Done Right: A Hotel Field Experiment of Towel Reuse Noah Goldstein, UCLA Vladas Griskevicius, University of Minnesota* Robert Cialdini, Arizona State University

Many businesses offer to donate to causes that consumers consider important if, in return, those individuals first purchase a product. However, many such tit-for-tat appeals may be ineffective because they fail to engage reciprocity. We argue that optimal activation of reciprocity requires a small but crucial change in the sequencing of the exchange: Businesses should provide benefits first and then allow consumers to return the favor. A hotel field experiment found that promising a donation if guests reused their towels was no more effective than a control. However, informing guests that the hotel had already donated spurred significantly greater towel reuse. Micro-Financing Decisions: When a Group Receives Less Than an Individual

Jeff Galak, Carnegie Mellon University Deborah Small, University of Pennsylvania* Andrew Stephen, INSEAD

A real world data set of 455,271 micro-financing loans reveals that despite people‘s best intentions, they lend sub-optimally. Specifically, ceteris paribus, people are more likely to lend to an individual entrepreneur than to a group, whereas more people could be helped if they instead favored groups of entrepreneurs. This inefficiency is consistent with the identifiable victim effect, which describes the tendency to be particularly sympathetic toward a single ―identified‖ victim compared to abstract, statistical victims. The Benefits of Prosocial Spending for Individuals and Organizations

Michael Norton, Harvard Business School* Lalin Anik, Harvard Business School Elizabeth Dunn, University of British Columbia Lara Aknin, University of British Columbia

Previous research demonstrates that money can buy happiness if spent on others rather than oneself. In two field studies, we examine the ramifications of prosocial spending for corporations. In Study 1, employees given the opportunity to donate to charity by their employer were happier with both their lives and their jobs. In Study 2, customers given the opportunity to donate to charity by a large retailer spent more money in the ensuing months. These studies demonstrate the impact of prosocial spending on individuals and organizations, revealing the benefits of companies empowering their customers and employees to engage in charitable behavior.

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Session 1.7 8:15 AM - 9:30 AM

Sawgrass

Symposium: Effects of Social Exclusion on Consumption: Processes and Consequences

Chairs: Jaehoon Lee, University of Texas at San Antonio L. J. Shrum, University of Texas at San Antonio Discussion Leader: C. Nathan DeWall, University of Kentucky

Reconnection Through Consumption: Socially Excluded People Adapt Consumption Patterns to Foster Affiliation Nicole L. Mead, Tilburg University

Kathleen D. Vohs, University of Minnesota Roy F. Baumeister, Florida State University

Tyler F. Stillman, Florida State University* Catherine D. Rawn, University of British Columbia

Humans are thoroughly social beings, making social exclusion deeply aversive. How does exclusion affect spending? The literature suggests several possibilities, but we predicted and found that exclusion prompted people to spend money in ways that fostered affiliation. Specifically, exclusion increased likelihood of buying a product demonstrating group loyalty (Experiment 1), caused people to shift their spending preferences to match those of a peer (Experiment 2), and increased willingness to spend on an unpleasant product (chicken feet), but only when it enhanced chance of affiliation (Experiment 3). Overall, excluded people spent money in an affiliative rather than self-indulgent or impulsive fashion. The Differential Impact of Being Ignored and Being Rejected on Conspicuous Consumption and Helping Behavior

Jaehoon Lee, University of Texas at San Antonio* L. J. Shrum, University of Texas at San Antonio

Three experiments tested the differential effects of two types of social exclusion—being ignored vs. being rejected—on conspicuous consumption and helping behavior. Being ignored increased preference for conspicuous consumption but being rejected did not, whereas being rejected increased helping behavior but being ignored did not. Moreover, these effects were stronger for high materialists than for low materialists (Experiment 1), the effects of being ignored were eliminated when power (Experiment 2) and promotion focus (Experiment 3) were primed, and the effects of being rejected were eliminated when self-esteem was boosted (Experiment 2) and prevention focus was primed (Experiment 3). Money and Mindfulness Undue Self-Regulation Deficits After Social Rejection

C. Nathan DeWall, University of Kentucky*

Humans have a fundamental need for social connection. To gain social acceptance, people often have to override their selfish impulses. This talk presents findings from several experiments that social rejection reduces the motivation to self-regulate. Compared to non-rejected participants, rejected participants ate more fatty foods, drank less of a healthy but bad-tasting beverage, showed poorer attention control, and behaved more impulsively in an aggression task. Offering rejected participants a monetary incentive or increasing their level of mindfulness eliminated the deficits in self-regulation. These findings highlight the close relationship between motivations for social connection and self-regulation. Communicating with Loners: The Effects of Message Framing

Yun Lee, University of Iowa* Fang-Chi Lu, University of Iowa Jing Wang, University of Iowa

How can we increase the persuasiveness of health communications for loners? What types of appeals are effective when communicating with loners? What is the role of regulatory focus, if any, in such contexts? Two experiments address these questions by examining how lonely (vs. nonlonely) people respond to loss- (vs. gain-) framed appeals. Results of Study 1 show that lonely people are more prevention-focused. In the context of an anti-smoking campaign in Study 2, we replicate the results of Study 1 and find that a loss- (vs. gain-) framed message is less effective for lonely people, but a gain-framed message is equally effective regardless of participants‘ reported loneliness.

Break 9:30 AM - 9:45 AM


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Session 2.1 9:45 AM - 11:00 AM

Banyan

Individual Papers: New Discoveries in Branding

Chair: Brittany Duff, University of Illinois at Urbana-Champaign

High Hopes and Let Downs: The Influence of Self-Esteem on Expectations and Product Failure Stefanie Rosen, University of South Carolina* Rebecca Naylor, Ohio State University Cait Poynor, University of Pittsburgh

This research explores how consumers with different levels of self-esteem respond to inferior products and their eventual failure. We find that low self-esteem consumers have higher expectations of lower quality products than do high self-esteem consumers (study 1). These high expectations influence subsequent evaluations of product performance, leading low self-esteem consumers to feel more let down when a lower quality product performs poorly than do high self-esteem consumers (study 2). These findings suggest that consumers may differ dramatically in their responses to product failure and that management of expectations is particularly important when dealing with various levels of self-esteem. What Makes Brands Elastic? How Brand Concept and Styles of Thinking Influence Brand Extension Evaluation

Alokparna (Sonia) Basu Monga, University of South Carolina* Deborah Roedder John, University of Minnesota*

Why are some brands more elastic than others? Prior brand research has focused on characteristics of the parent brand. In this research, we find that brand elasticity is jointly determined by characteristics of the parent brand concept (prestige vs. functional brands) and consumer styles of thinking (analytic vs. holistic). For functional brands, holistic thinkers respond more favorably to distant brand extensions than do analytic thinkers. In contrast, for prestige brands, holistic and analytic thinkers respond equally favorably. In additional studies, we offer strategies for overcoming the resistance of analytic thinkers to distant extensions of functional brands. Construal and Categorization: Impacts of Psychological Distance on Brand Extensions

Fang-Chi Lu, University of Iowa* Dhananjay Nayakankuppam, University of Iowa

We propose that categorization of new products is influenced by the psychological distance of new products from existing brands. Study 1 supported our hypothesis that category inference is more likely when brand extensions are represented at a higher construal level. Brand extensions were evaluated more positively when they were more temporally or spatially distant than near. Study 2 demonstrated psychological distance effect was mediated by the perceived fit of the extension to the brand. Study 3 showed the social distance effect on brand extension evaluation and purchase intention. Whence Loyalty? From Satisfaction, to Attachment, to Forgiveness

Leigh Anne Donovan, University of Southern California* Joseph R. Priester, University of Southern California C.W. Park, University of Southern California Deborah MacInnis, University of Southern California

Previous research has stressed the relationship of consumer satisfaction on brand loyalty, but no one has demonstrated how this relationship unfolds. It is unclear when and why some customers continue to repurchase a brand that has failed, whereas others abandon the brand following a failure. We investigate the psychological processes underlying this relationship, and find that brand attachment mediates the relationship between satisfaction and loyalty. In addition, brand attachment moderates the effect of brand failure on loyalty and satisfaction. We highlight and explain the roles of forgiveness and brand attachment showing that brand forgiveness is more important than satisfaction following a failure.

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Session 2.2 9:45 AM - 11:00 AM

Citrus

Symposium: In Pursuit of the Prime Suspects: Insights from Second Generation Research on Nonconscious Influences of Consumer Behavior

Chair: Robin Tanner, University of Wisconsin Discussion Leader: Tanya Chartrand, Duke University

The Curious Case of Behavioral Backlash: Nonconscious Reactance to Marketing Slogans Juliano Laran, University of Miami* Amy Dalton, HKUST Eduardo Andrade, UC Berkeley

Marketers rely on an impressive arsenal of persuasion tools, including brands and slogans, in their attempts to influence consumer spending. Consumers know that these tools exist to persuade them, but nevertheless perceive that the persuasive intent of brands is negligible and that of slogans is great. Consequently, while priming with brands produces prime-consistent behavior, priming with slogans produces prime-inconsistent behavior – a behavioral backlash. The behavioral backlash against slogans can increase or decrease spending, depending on the slogan‘s message (to incite saving or spending money). Moreover, supraliminal and subliminal priming techniques establish that consumer backlash against slogans occurs without conscious intention or awareness. Ironic Effects of Goal Activation on Choice

Kelly Goldsmith, Northwestern University* Ravi Dhar, Yale University

Consumers hold multiple goals, some of which may conflict. This project explores how choices in the service of one goal (e.g., indulgence) are impacted when a conflicting goal (e.g., health) is incidentally activated prior to the decision. Our work reveals that consumers experiencing such goal conflict become more likely to choose options that are easier to justify. This can lead to ironic results when the option that is easier to justify poses greater conflict to the incidentally activated goal. A series of studies support this proposed process, demonstrating boundary conditions and moderators. Catching Goals in the Act of Decision Making

Kurt Carlson, Georgetown University Robin Tanner, University of Wisconsin - Madison* Margaret G. Meloy, Penn State University J. Edward Russo, Cornell University

It is now well accepted that many environmental cues (including brands) can automatically invoke goals which are pursued outside of conscious awareness. This presents considerable challenges for researchers desirous of fully understanding the behavioral consequences of a given marketing message. In this paper we provide the first evidence of the provocative finding that nonconscious goals automatically invoked by environmental cues can actually be sufficiently elevated to conscious awareness to be measured and studied.

Session 2.3 9:45 AM - 11:00 AM

Glades

Symposium: Cue Substitution: Inferential Process in Judgments of Psychological Distance and Metacognitive Experience

Chair: Claire I. Tsai, University of Toronto

Why New York is Closer to Ithacans than Ithaca is to New Yorkers: The Familiarity Effect in Distance Judgments Manoj Thomas, Cornell University Charles Lindsey, SUNY Buffalo* Arun Lakshmanan, SUNY Buffalo

Four experiments were conducted to examine the role of familiarity in distance judgments. In Experiments 1A and 1B we found that when participants were presented with two cities that are at identical distance from the experimental location, they judged the unfamiliar city to be farther than the familiar city, and this bias in distance judgments affected their purchase decisions. Experiments 2 and 3 show that this familiarity effect in distance judgments is caused by an attribution process rather than the hedonic nature of familiarity.

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Fluency and Psychological Distance: Consequences for Construal and Discounting Adam L. Alter, New York University* Daniel M. Oppenheimer, Princeton University Anuj K. Shah, Princeton University

We suggest that processing fluency is one plausible mechanism behind the spontaneous estimation of one‘s distance from stimuli in the environment (Studies 1 and 2). Building on this basic effect, and consistent with existing theories, we show that disfluency influences how abstractly (vs. concretely) people represent stimuli (Studies 3-5), and which of two future rewards they prefer, depending on how far in the future those rewards are offered (Studies 6 and 7). The Effects of Fluency and Construal Level on Confidence Judgments

Claire I. Tsai, University of Toronto* Ann McGill, University of Chicago

Choice confidence is systematically influenced by retrieval fluency and processing fluency. The fluency effects, however, are moderated by construal level. In three studies, we manipulated fluency by varying the number of reasons generated or the typeface. As predicted, fluency increases confidence for people processing at lower construal levels, but it decreases confidence for those processing at higher construal levels. Throughout the experiments, we show that the moderating effect of construal level is attributed to the naïve theory evoked by different levels of construal rather than processing motivation or mood. Inferring Extremity from Memory: The Effects of Temporal Distance and Metacognitive Inference on Word-Of-Mouth

Robert Smith, University of Michigan* Norbert Schwarz, University of Michigan

Recent service experiences are more diagnostic of future consumption than more distant ones. Although consumers understand this principle (experiment 1), they reverse their inferences when the experience is vividly described (experiment 2). Based on the metacognitive assumption that extreme events are better remembered, they infer that the same event was more extreme when it is remembered one year rather than one week after its occurrence. Hence, vivid WOM has a higher impact when it pertains to distant rather than recent service experiences.

Session 2.4 9:45 AM - 11:00 AM

Jasmine

Symposium: Understanding Social Influence: When Do Social Signals Have an Impact?

Chair: Edith Shalev, New York University Discussion Leader: Darren Dahl, University of British Columbia

Meeting the Right Person at the Right Time: The Role of Time Perspective in Interpersonal Communication Jennifer Argo, University of Alberta Anne-Laure Sellier, New York University Edith Shalev, New York University*

The current research investigates the effect of people‘s time perspective on their susceptibility to social influence. Across three studies, we find that people who believe their future time is limited (LT) are less susceptible to social influence than those who believe that their future time is expansive (ET). As compared to their ET counterparts, LT participants (i) reported lower tendency to conform or compare themselves to others, (ii) did not conform to the choices of their in-group, and (ii) did not demonstrate differential preferences for receiving WOM from a stranger versus a close friend (ET participants showed a preference for the latter). Why Do Consumers Talk, Does Anyone Listen, and What Happens?

Andrew Stephen, INSEAD* Donald Lehmann, Columbia University Olivier Toubia, Columbia University

Despite the large amount of research on word-of-mouth (WOM) and social contagion in marketing, sociology, physics and elsewhere, surprisingly little is known about the individual-level talking, listening, and impact processes. The authors study the transmission and reception sides of WOM to understand consumers‘ motivations to talk, what affects who they listen to, and what types of WOM are likely to be more impactful on their attitudes and consumption behaviors. Across seven studies the authors illustrate how complex these individual WOM processes are, and identify determinants of transmission, reception, and impact.

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The Dual Effect of Social Signaling on Regret in On-Line Auctions Yael Steinhart, University of Haifa* David Mazursky, The Hebrew University of Jerusalem Michael Kamins, Stony Brook University Avi Noy, University of Haifa

This research explores the differential signaling effect of the presence of others in on-line auctions. It demonstrates that when offering a standard item desired by many, the presence of others has a positive effect. Bidders not only increase their interest toward the product but also elevate their ―loser‘s curse‖ compared to their ―winner‘s curse‖. Alternatively, when offering a unique product, the presence of others has an unfavorable effect on the level of interest and therefore the ―winner‘s curse‖ is higher than the ―loser‘s curse‖. Three studies confirm this phenomenon, ranging from an on-line simulated auction to on-line questionnaires.

Session 2.5 9:45 AM - 11:00 AM

Palm

Symposium: Me, Myself and I: The Effect of Identity Conflict on Product Choice

Chair: Morgan Ward, University of Texas at Austin Discussion Leader: Jennifer Escalas, Vanderbilt University

Differentiating the “I” in “In-Group”: How Identity-Signaling and Uniqueness Motives Combine to Drive Consumer Choice Cindy Chan, University of Pennsylvania* Jonah Berger, University of Pennsylvania Leaf Van Boven, University of Colorado, Boulder

How do conflicting motives for similarity, identity-signaling, and uniqueness combine to drive consumer choice? Four studies demonstrate that these motives can be resolved at different product levels. People tend to choose options preferred by in-group members on dimensions linked to their social identities (e.g., brands), and this is driven by desires to be associated with those groups. In contrast, desires for uniqueness drive preferences at the within-group level. Higher needs for uniqueness or situations that activate drives for distinction lead people to make differentiating choices among group-associated options (e.g., select less popular products from in-group associated brands). The Lingering Consequences of Fleeting Selves: The Influence of Identity Salience on Choice and Post-Choice Satisfaction

Robyn LeBoeuf, University of Florida* Julia Belyavsky Bayuk, University of Delaware Eldar Shafir, Princeton University

We find that people often make choices that are consistent with the social identity that has just been made salient, and we consider the implications of this finding for post-choice satisfaction. That is, alternatives chosen when one identity is momentarily salient may be experienced later, when a conflicting identity is salient. Such ―identity mismatches‖ could decrease one‘s satisfaction with one‘s choices. Indeed, we find that pre-to-post-choice identity-salience fluctuations affect post-choice satisfaction: Participants report lower satisfaction with chosen options when the identity salient during post-choice evaluation or consumption conflicts with the identity salient during choice, compared to when those identities match. It’s Not Me, It’s You: The Downstream Effects of Identity Restriction in the Context of Gift-Giving

Morgan Ward, University of Texas at Austin* Susan Broniarczyk, University of Texas at Austin

Prior research has established that choosing identity-congruent products bolsters a consumer‘s self-concept. However, consumers may be faced with making a purchase for someone else that is inconsistent with the giver‘s identity. We posit that purchasing an identity-incongruent product can threaten an individual‘s identity, particularly when purchasing for a close (vs. distant) friend who is an integral part of the self. Four experiments in the context of a gift registry show that givers choosing identity-incongruent gifts for a close (vs. distant) friend experience an identity threat and seek to re-establish their shaken by choosing products that express that identity in subsequent decisions.

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Session 2.6 9:45 AM - 11:00 AM

Sabal

Symposium: Constraints and Consequences: Psychological Reactance in Consumption Contexts

Chair: Amit Bhattacharjee, University of Pennsylvania

Financial Incentives and Consumer Product Choices Marco Bertini, London Business School Utpal Dholakia, Rice University*

We examine the role of common promotional instruments, including targeted promotions, coupons, quantity discounts, referral discounts, and bundling, in arousing reactance and degrading consumer choice within product assortments. Across laboratory experiments and field studies spanning seven different purchase contexts and six types of concessions, we find that such promotions induce more price-sensitive, cautious decision-making among a firm‘s existing (but not new) customers. The results of these varied tests provide convergent evidence for our proposition and provide new insights into the role of reactance in customer decision making. Seeking Freedom Through Variety

Jonathan Levav, Columbia University* Juliet (Rui) Zhu, University of British Columbia

Psychological reactance arises when an individual‘s freedom is curtailed, evoking behaviors aimed at regaining freedom. In this paper we investigate an important source of reactance: physical confinement. We propose that asking individuals to make choices in (relative) physical confinement will evoke reactance. In four studies and one market demonstration, we show that a unique consequence of this reactance is that people seek variety in their choices as an expression of freedom (Kim and Drolet 2003). Escaping the Crosshairs: Reactance to Identity Marketing

Amit Bhattacharjee, University of Pennsylvania* Jonah Berger, University of Pennsylvania Geeta Menon, University of Pennsylvania

A large body of research suggests that targeting consumers based on social identity may lead to deeper customer loyalty. In contrast, three experiments across field and laboratory settings demonstrate that targeting consumer identities with messages that are too strong may be perceived as threatening consumer freedom to express that identity, provoking consumer reactance and thus reducing purchase likelihood. In addition to consequences for the brand, results suggest that consumers reacting against identity marketing messages may reduce the centrality of the targeted identity, with potential implications for subsequent, unrelated identity-relevant decisions. How Asking “Who Am I?” Affects What You Buy: The Influence of Self-Discovery on Consumption

Eugenia Wu, Duke University* Keisha Cutright, Duke University* Gavan Fitzsimons, Duke University

Consumers are motivated to learn about the self, but do they always accept the self-knowledge that they gain? Consumers who value being unconstrained—individuals with independent self-construals and those high in reactance motivation—often view self-knowledge as a constraint on the self, leading them to reject it. We demonstrate across three studies that independents and high reactants reject and make consumption choices inconsistent with newly acquired self-knowledge, even as they actively seek it. Interdependents and low reactants, in contrast, accept and incorporate self-knowledge into their consumption decisions.

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Session 2.7 9:45 AM - 11:00 AM

Sawgrass

Individual Papers: Materialism and Consumption of Counterfeit Products

Chair: Inge Lens, KULeuven

Evoked Emotions in Counterfeit Usage: Employing "Desire Collages" to Reveal Unexplored Dimensions of Consumers' Emotional States Elfriede Penz, Vienna University of Economics and Business* Barbara Stoettinger, Vienna University of Economics and Business (WU) Eva Hofmann, Vienna University of Economics and Business Erich Kirchler, University of Vienna

Recently, existing research on the demand for counterfeits has called for a stronger focus on emotions as key purchasing influencers. Therefore, we applied the rarely used methodological approach of desire collages to shed light on emotions involved. Based on an episode experienced by a fictitious third person, female respondents were asked to capture and interpret their emotions regarding an original/fake handbag in a collage. This material was analyzed using the software package NVivo and complemented with the interpretation of a psychoanalyst. Results confirm the crucial role of emotions and their complex interplay in the demand for originals and fakes. How Materialism Moderates the Labeling Effect in the Quality Evaluation of Products

Fabian Christandl, University of Cologne Stephanie Stukenberg, University of Cologne Sebastian Lotz, University of Cologne* Detlef Fetchenhauer, University of Cologne

We investigated whether materialism moderates the strength of labeling effects because, for people who judge happiness and success by the number and quality of possessions, labels should be a more valuable cue. Study 1 found a significant labeling effect and showed that participants high on Material-Values-Scale were more vulnerable to it. Study 2 replicated the moderating function of materialism and showed that this effect is not due to a differing ability to detect objective quality differences. In Study 3, high-materialism consumers expected quality differences between labels to be higher and therefore tended to more extreme ratings. The Impact of Regulatory Focus on Affective Responses to the Consumption of Counterfeit Luxury Brands

Tracy Harmon, University of Dayton*

Two studies examined whether individual differences in consumer‘s regulatory focus influence the consumption of counterfeit luxury brands. Consistent with past findings on promotion focus, these studies found evidence that participants‘ promotion focus, whether measured or manipulated, were related to how extensively they demonstrated a bias towards consuming counterfeit brands. Similarly, consistent with past findings on prevention focus, these studies consumers showed a negative bias against counterfeit brands. Overall this research demonstrates that consumer‘s desire for counterfeit luxury brands is based not only on their attitude towards luxury brands, but also on their self-regulatory goals. Exploring the Motivations Underlying Material Values: The Roles of Regulatory Focus, Self-Esteem, and Extrinsic Goal Pursuit

Inge Lens, KULeuven* Mario Pandelaere, Ghent University L.J. Shrum, University of Texas at San Antonio Jaehoon Lee, University of Texas at San Antonio

Two studies assessed the motivations underlying materialistic goal pursuit. We hypothesize and show that prevention focus is positively related to materialism (primarily the happiness dimension) through its negative relation with self-esteem. Promotion is both positively and negatively related to materialism (primarily the success dimension) through two routes: A positive route through its positive relation with extrinsic goal pursuit and a negative route through its positive relation with self-esteem. The findings indicate that both prevention and promotion focus are related to materialism, but to different dimensions and through different mechanisms.

Break 11:00 AM - 11:15 AM


50

Plenary Session: Distinguished Speaker John Bargh, Yale University 11:15 AM - 12:15 PM


“Unconscious Influences on Consumer Behavior”

Awards and Business Luncheon 12:30 PM - 2:00 PM

Tarpon Key /Sawyer Key

Session 3.1 2:15 PM - 3:30 PM

Banyan

SCP Dissertation Proposal Competition Award Winners

Chairs: Maria Cronley, Miami University of Ohio Peggy Sue Loroz, Gonzaga University

The Role of Accessibility Experiences in Attitude Formation: Effects of On-Line versus Memory-Based Processing

Hélène Deval, University of Cincinnati* (Frank R. Kardes, Chair)

Research has shown that subjective experiences such as the ease or difficulty of retrieval can influence judgments. Alternative explanations of this phenomenon have been offered. Schwarz (e.g., 2004) proposes that accessibility experiences operate as heuristic cues, suggesting that the effect should be attenuated under high elaboration conditions. In contrast, Petty and colleagues (e.g., 2007) find stronger effects when people try to assess their thoughts, implying that the effect requires greater elaboration. Whereas both positions have been supported empirically, each may operate under a set of boundary conditions. This dissertation investigates the moderating role of processing style on the accessibility experience effect. Mirror, Mirror on the Wall: Can Brands Make Me the Fairest of Them All?

Ji Kyung Park, University of Minnesota* (Deborah Roedder John, Chair)

Does using a brand with an appealing personality enhance consumers‘ self-perceptions? I propose and find that this effect is limited to consumers who hold certain implicit beliefs about their personality. Entity theorists perceived themselves to be better-looking, more feminine, and more glamorous after using a Victoria‘s Secret shopping bag (study 1) and to be more intelligent, more of a leader, and harder-working after using an MIT pen (study 2); incremental theorists were unaffected. In two subsequent studies, I find that entity theorists use brands as signals of one‘s identity, which precipitates the use of brand personalities to enhance self-views. The Dark Side of Product Attachment: Reactivity of Addicted Users and Non-Users to Ad Cues

Dante Pirouz, UC Irvine, USA* (Connie Pechmann, Chair)

Advertising is a ubiquitous and pervasive environmental cue, with consumers exposed to thousands a day. Under normal circumstances, consumers choose which advertising cues to attend to, both consciously and non-consciously. However for addicted consumers, environmental cues may elicit a unique type of response affecting decision making and driving behavior. Non-users may also be vulnerable to exposure to these cues but this effect is not well understood. The aim of this dissertation is to explore how environmental cues affect addictive product users and non-users. Two studies, one using fMRI and the other using laboratory experiments, examine several behavioral tasks with cue-exposed addicted users and non-users.

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Session 3.2 2:15 PM - 3:30 PM

Citrus

Individual Papers: Backlash to Advertising

Chair: Elizabeth G. Miller, Boston College

It Costs Whaaat?? Risk Perception Revision in the Face of High Prices Adriana Samper, Duke University* Janet Schwartz, Duke University

We examine how price influences perceived risk of an adverse event across different contexts. We show that in a health context, an expensive vaccine reduces perceived risk of contracting disease relative to an inexpensive vaccine, regardless of payor (self or insurance). In a non-health, routine context, we show that high cost only reduces risk estimates of suffering a negative event when the self is the payor. We attribute these differences to increased discomfort emerging from making monetary trade-offs in sacred (health) vs. routine (electronics) domains, resulting in the downward revision of risk as a means to avoid these taboo trade-offs. Is Price a Devil to be Disguised? The Effects of Price Visibility on the Anticipated Utility of Consumer Products

Bart de Langhe, Erasmus University* Aparna Labroo, University of Chicago Ann McGill, University of Chicago

Marketer‘s often decrease consumers‘ attention to the cost of product acquisition by decreasing the visibility of price information. The current article argues that this technique has serious potential to backfire. Across four experiments, we show that instead of decreasing the weight consumers attach to price information, a reduction in price visibility results in feelings of difficulty, and these feelings of difficulty intensify negative price-related affect. On the Dangers of “Pulling a Fast One”: The Effects of Advertisement Disclaimer Speed and Consumer Brand Familiarity on Product Trust and Purchase Intention

Kenneth Herbst, Wake Forest University* Eli Finkel, Northwestern University David Allan, Saint Joseph‘s University Gráinne Fitzsimons, University of Waterloo

In three experiments, we tested the hypotheses (a) that fast end-of-advertisement disclaimers make consumers distrust the advertised product more than normal-paced disclaimers do, especially when consumers are unfamiliar with the product; (b) that this Disclaimer Speed × Brand Familiarity interaction effect predicts purchase intention, and (c) that this interaction effect on purchase intention is mediated through product trust. We also tested the hypothesis that this key interaction effect would occur even when disclaimers were positive in valence. Results supported all hypotheses. Never Trust a Doctor Who Advertises: How Notions of the Sacred Impact Reactions to the Use of Advertising

Elizabeth G. Miller, Boston College* Linda Court Salisbury, Boston College

We examine how perceptions of sacredness can lead consumers to react negatively toward service providers who advertise. We find that the mere knowledge that particular service providers (e.g., doctors; lawyers) advertise leads consumers to think less positively about the service provider. Further, for service providers within the same sacred domain (e.g., human healing), consumers perceive use of advertising by firms (e.g., medical practice; hospital) as more appropriate than advertising by individuals (e.g., doctor). We argue that these reactions arise because consumers perceive individual relationships as more sacred than organizational relationships, and the (―profane‖) use of advertising threatens this sacredness.

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Session 3.3 2:15 PM - 3:30 PM

Glades

Individual Papers: Familiarity and Fluency

Chair: Tina Kiesler, University of California, Northbridge

Fruit on Cake and Dressing on Salad: the Asymmetric Effect of Food Toppings on Calorie Estimation Jing Lei, University of Melbourne* Ying Jiang, University of Ontario Institute of Technology

In this research we investigate how different types of food toppings (healthy or unhealthy) influence consumers‘ calorie estimation of the augmented food (base food plus topping). The results of four experiments show that adding a healthy topping (e.g., fruits) to an unhealthy base food (e.g., chocolate cake) makes consumers underestimate the calorie content of the augmented food. However, adding an unhealthy topping (e.g., creamy dressing) to a healthy base food (e.g., salad) does not produce the same effect. We attribute this asymmetric effect to the different modes of processing (heuristic or systematic) consumers employ to estimate food calorie in these two conditions. The Tempting Nature of Feeling Right: Regulatory Fit Between Mindsets and Chronic Shopping Motivations Increases Consumers’ Propensity for Unplanned Purchases

Oliver B. Büttner, Zeppelin University* Arnd Florack, Zeppelin University Anja S. Göritz, University of Würzburg

We examined whether a fit between consumers‘ chronic shopping motivation and active mindset influences consumers‘ propensity for unplanned purchases. We assumed a fit between a deliberative mindset and hedonic motivation, and between an implemental mindset and utilitarian motivation. In three studies that used shopping scenarios we established the assumed link between shopping motivations and mindsets: A fit between mindset and chronic shopping motivation increases consumers‘ willingness to comply with a product-sampling request, the desire for the product, and the price consumers were willing to pay. If it is Familiar, it Must Taste Better: The Familiarity Effect in Taste Tests

Joseph Redden, University of Minnesota* Manoj Thomas, Cornell University

How do consumers judge whether a national brand will taste better than a store brand? The authors propose that predictions of taste preference are influenced by two distinct types of outputs from memory – sensory memory based on consumption experience and feeling of familiarity. Results from two blind taste tests show that while sensory memory is a diagnostic cue, feeling of familiarity is not. Overreliance on feeling of familiarity biases consumer‘s judgments on whether a national brand will taste better than a store brand. Can Color Enhance Message Persuasiveness? The Role of Color in Processing Fluency

Joon Yong Seo, University of Utah* Debra Scammon, University of Utah

Relating processing fluency theory to the color literature, we propose that conceptual relatedness between target information and background color can facilitate processing of the information, resulting in more favorable attitudes toward the target information. Experiment 1 shows that a green (vs. yellow) background results in more favorable attitudes toward recycling tips and this effect cannot be explained by color preference, mood, or perceptual fluency. Experiment 2 provides more direct evidence of conceptual fluency and demonstrates that this effect is limited to target information that is conceptually related to the color green. Experiment 3 rules out a regulatory fit account.

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Session 3.4 2:15 PM - 3:30 PM

Jasmine

Individual Papers: "Commitment" in Consumer Choice

Chair: Lan Xia, Bentley University

Metacognitive Learning and Lock-in: Why Faulty Decision Parameters Persist Jeffrey Larson, Brigham Young University*

Some decision research suggests that metacognitive learning can sometimes inhibit, rather than aid, decision making. The current research shows that this inhibition is caused by a phenomenon I call ―Metacognitive Lock-in.‖ In early experience with a decision, decision makers learn the appropriate goals, decision strategies, and outcomes for that decision. As experience with the decision increases, this learning gets ―locked in‖ and inhibits adaptation if a change in the environment requires updated metacognition. In three studies, I demonstrate that Metacognitive Lock-in affects all three domains of metacognition, goal setting, decision strategy selection, and outcome evaluation. The Mere Signature Effect: How Signing One's Name Affects Behavior

Keri Kettle, University of Alberta* Gerald Häubl, University of Alberta

We propose that signing one‘s name acts as a general self-identity prime which, in situations that afford the opportunity to express a particular self-identity, results in behavior consistent with the afforded identity. This phenomenon is demonstrated in seven experiments. Signing their name renders females, but not males, more inclined to consume/purchase food (Studies 1 and 2), strengthens males‘ aversion to feminine product packaging (Study 3), leads experts to acquire more product information (Study 4) and to spend more time shopping in a store (Study 5), and causes individuals to identify more (less) closely with an in-(out-)group (Studies 6 and 7). Rejectable Choice Sets: How Seemingly Irrelevant No-Choice Options Affect Consumer Decisions

Jeffrey Parker, Columbia University* Rom Schrift, Columbia University

This paper investigates how decision processes and preferences change when a no-choice option is added to the choice-set. We postulate that even if this no-choice option is undesirable, its mere presence in the choice set forces consumers to determine not only which alternative is best, but also which are acceptable. Accordingly, this change in judgment criteria is shown to increase the importance of attributes that are (1) more compatible with an evaluative judgment (i.e., enriched attributes), and (2) closer to decision-makers‘ minimum needs (thresholds). We demonstrate that such changes in preference-structure often lead to choice reversals and violations of regularity. “Locked in” Commitment and Effects on Consumers’ Repurchase Decisions

Lan Xia, Bentley University*

Commitment is a concept that has drawn the attention of both researchers and practitioners due to its close association with loyalty. In this research, we offer a new conceptualization of continuance commitment and separate it into two components. We propose that consumers feel that they have to stay in a relationship due to either assessment of economic benefits and lack of attractive alternatives (calculative commitment) or being constrained by the company‘s tactics or policies and can‘t get out (locked-in commitment). Using a study in the mobile phone industry, we found that locked-in commitment is a unique dimension and it is associated with different antecedences and have different impacts on consumers‘ repurchase decisions.

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Session 3.5 2:15 PM - 3:30 PM

Palm

Symposium: The Implication of Cultural Values for Consumption: Going Beyond Individualism and Collectivism

Chair: Sukki Yoon, Bryant University Discussion Leader: Alokparna (Sonia) Basu Monga, University of South Carolina

Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention

Sukki Yoon, Bryant University*

Negative consumption experiences adversely influence consumer perceptions of manufacturers and retailers. In three studies, the author finds that analytical thinkers are more likely than are holistic thinkers to attribute the cause of the negative consumption experience to the manufacturer, resulting in lower repurchase intention of the manufacturer brand. In contrast, holistic thinkers are more likely than are analytical thinkers to attribute the cause of the negative consumption experience to the retailer, resulting in lower repurchase intention at the retailer. These findings are of importance to marketing managers at the both sides of the marketing supply chain – manufactures and retailers – who deal with consumers with diverse cultural backgrounds. Not all Individualists are Alike! Horizontal & Vertical Individualism - Implications for Consumer Orientation and Advertising Response

Michelle R. Nelson, University of Illinois* Jing Zhang, California State University

Cultural orientation influences consumption and advertising response. Whereas past research has focused on Individualism and Collectivism, we disentangle the Vertical from Horizontal aspects of Individualism to illuminate distinct effects in consumer orientation and advertising response. Study 1 shows that Vertical but not Horizontal Individualism is positively related to brand consciousness, attitude toward advertising, and status-driven consumption. Study 2 demonstrates that VI is positively related to attitudes toward an ad with status appeals. Exploratory evidence also suggests that VI effects on ad response are mediated by the need for cognitive closure (NCC). Be Rude to Me and I will Buy a Rolex: Effects of Culture Orientation on Responses to Power Threat in a Service Setting

Jimmy Wong, University of Illinois* Sharon Shavitt, University of Illinois

Individuals high in Vertical Individualism (VI) emphasize hierarchy and status differences. Thus, when their perceived status is threatened, compensatory power motives are activated. Three studies showed that high (vs. low) VI individuals felt more dissatisfied and negative when a low rank serviceperson was rude, and more satisfied and positive when the rude serviceperson had high rank. Moreover, when a low rank serviceperson was rude, high (vs. low) VI people expressed higher motivation to restore power and willingness to pay for status products. Supporting the role of compensatory power motivation, these effects disappeared when individuals were given the chance to self-affirm.

Session 3.6 2:15 PM - 3:30 PM

Sabal

Symposium: Silver Linings: The Bad (Ratings), The Dumb (Consumers), and The Ugly (Lawyers)

Chair: Joachim Vosgerau, Carnegie Mellon University Discussion Leader: Leif Nelson, UC Berkeley

The Beauty Penalty: Too Sexy for the Job? Meng Zhu, Carnegie Mellon University* Joachim Vosgerau, Carnegie Mellon University Uri Simonsohn, University of Pennsylvania

Prior research shows that attractive people earn more for the same jobs, and are perceived as more sociable, intelligent, and competent than unattractive people. We conjecture that such beauty premium may reverse for activities that rely primarily on analytical skills. In study 1, attractive individuals are shown to be perceived as having better social but worse analytical skills. Study 2 demonstrates that people choosing between two professionals opt for attractive lawyers but unattractive doctors. Finally, study 3 shows that the preference for attractive lawyers reverses when the lawyer‘s task requires more analytical than social skills.

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The Intelligence of Judging Products Based on Looks Claudia Townsend, UCLA* Dan Ariely, Duke University Sanjay Sood, UCLA

It is commonly believed that judging based on outside appearance is unintelligent – whether in regards to people or objects. From the familiar saying that one ought not ―judge a book by its cover‖ to research showing consumers do not believe a product‘s looks play a significant role in their purchase decisions (Townsend & Sood working paper A), the strength of this inherent belief is evident. And yet, in three studies we find that respondents who perform better on intelligence-related tasks – the CRT and a vocabulary test – are more likely to select products that are more aesthetically pleasing than less intelligent respondents. Positive Effects of Negative Publicity: Can Negative Reviews Increase Sales?

Jonah Berger, University of Pennsylvania* Alan Sorensen, Stanford University Scott Rasmussen, Stanford University

Can negative publicity increase consumer choice, and if so, when? Three studies, using both econometric analysis and experimental methods, delineate contexts under which negative publicity will have positive versus negative effects. While prior research have shown only downsides (e.g., decreased sales), the studies demonstrate that negative publicity can increase choice and sales when it increases awareness. While a negative New York Times review hurt book sales for well-known authors, for example, it increased sales for unknown authors. The studies underscore the importance of a delay between publicity and purchase and the mediating role of increased awareness in these effects.

Session 3.7 2:15 PM - 3:30 PM

Sawgrass

Symposium: How Does it Really Feel? The Neural Bases of Emotional Experience and Perception in Consumer Behavior.

Chair: Uma R. Karmarkar, Stanford University Discussion Leader: Baba Shiv, Stanford University

The Sensation of Luxury: Reward-Related Brain Response to Luxury Brands Depends on Goal-Congruent Cues. Adam Craig, University of South Carolina*

Heather M. Johnson, University of Maryland Stacy L. Wood, University of South Carolina

Yuliya A. Komarova, University of South Carolina Jennifer M.C. Vendemia, University of South Carolina

Economic downturns prompt questions about why consumers are tempted to buy beyond their means. We hypothesize that the ―siren call‖ of luxury brands relies on the neurophysiological appeal activated by implicit environmental cues. As such, we examine goal-context differences in reward-related brain responses to ―luxury‖ versus ―practical‖ brands during an fMRI protocol. Exposure to consumption goal-oriented cues (either indulgence or frugality) and then to either luxury or practical brand logos reveals that luxury brands and, importantly, the congruity between consumption cues and the brand, affect the brain regions responsible for goal valuation and motivation. I Can Almost Taste It Now : How Anticipatory Delays Influence Neural Activity During Consumption

Uma R. Karmarkar, Stanford University* Hilke Plassmann, INSEAD Baba Shiv, Stanford University Antonio Rangel, California Institute of Technology

Emerging evidence suggests that the quality and magnitude of a consumption experience could be affected by the degree to which it is anticipated. An additional open question is whether the duration of the anticipatory period enhances or attenuates the eventually experienced pleasure/pain. We use fMRI to examine neural activity while participants tasted appetitive and aversive liquids after different anticipatory delays. Our results find that circuitry related to evaluation and taste is more active during consumption after shorter rather than longer anticipatory delays. This suggests that the intensity or impact of an experience can be attenuated by increasing anticipatory time.

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Neural Evidence Against the Pain of Paying Theory of Cost Processing Hilke Plassmann, INSEAD* Nina Mazar, University of Toronto Antonio Rangel, California Institute of Technology

It has been suggested that decision-making involves a competition between rewarding factors (pleasure derived from consumption) and aversive factors (costs associated with consumption). Although much is known about how the human brain processes the rewarding factors, little is known about how aversive factors are incorporated. We investigated this question using fMRI while subjects made purchasing decisions in exchange for either money or electric shocks. We found that activity in the insula, a region that is part of the pain matrix, correlated positively with ―pain costs‖, but not with ―monetary costs‖. These results question ―pain of paying‖ theories for everyday consumption decisions.

Break 3:30 PM - 3:45 PM


Session 4.1 3:45 PM - 5:00 PM

Banyan

Symposium: Corporate Social Responsibility: New Directions and Perspectives

Chair: Carlos Torelli, University of Minnesota Discussion Leader: Michal Strahilevitz, Golden Gate University

Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions Tillmann Wagner, Texas Tech University* Richard Lutz, University of Florida Barton Weitz, University of Florida

Media reports of firms‘ business practices with regard to corporate social responsibility are often contrary to their stated standards of social responsibility, exposing consumers to scenarios of inconsistent CSR information. Three experimental studies are used to examine the effects of varying configurations of inconsistent CSR information on consumers and thereby the effectiveness of three communication approaches that firms may deploy. The concept of perceived corporate hypocrisy is introduced and its dynamics as a key psychological mechanism through which inconsistent CSR information impacts consumers are tested. Does It Hurt to Communicate the Good Deeds of a Luxury Brand? Power Concerns and Attitudes toward Luxury Brands Positioned on Social Responsibility

Carlos Torelli, University of Minnesota* Alokparna (Sonia) Basu Monga, University of South Carolina Andrew Kaikati, University of Minnesota

Four experiments demonstrate that positioning a luxury brand on CSR can dilute its favorable brand image among consumers with enduring status concerns—luxury brand‘s primary target. Because individuals who seek status as a form of power rely on luxury brands for their status affordances, they are influenced by a naturally occurring incongruity between images of status and CSR. As a result, the presence of CSR information dilutes their status perceptions of the luxury brand and reduces brand evaluations. Strategies that can be used to offset these effects include: encouraging elaboration about status-CSR congruity and selecting CSR initiatives that reflect status. Consumer Reactions to CSR Accompanied by A Price Increase: The Role of Perceptions of Price Fairness, Feelings of Personal Satisfaction and Purchasing Power

Sergio Carvalho, University of Manitoba* Sankar Sen, Baruch College Márcio de Oliveira, Faculdade Farias Brito Renata Carneiro, Universidade de Fortaleza

This research investigates the reactions of consumers from a third world country to a company‘s CSR actions that are accompanied by a price increase. In a field study conducted in Brazil, we find that the relationship between consumers‘ CSR perceptions and pro-company behaviors is jointly mediated by perceptions of price fairness and feelings of personal satisfaction. Perhaps most importantly, we demonstrate the driving role of purchasing power in consumers‘ willingness to accept a CSR-based price increase, implicating it as a key moderator of the reactions of consumers, at least in emerging economies, to CSR.

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Session 4.2 3:45 PM - 5:00 PM

Citrus

Individual Papers: Dual Process Theories in Consumer Behavior

Chair: Yael Zemack-Rugar, Virginia Tech

The Effects of Consumer Implicit Theories and Need for Cognitive Closure on Attitude Polarization Bruce E. Pfeiffer, University of New Hampshire*

Hélène Deval, University of Cincinnati David H. Silvera, University of Texas at San Antonio

Maria L. Cronley, Miami University of Ohio Frank Kardes, University of Cincinnati

Substantial research has demonstrated that simply thinking about an attitude object can result in more extreme attitudes (e.g., Tesser, 1978), but the vast majority of this research has only investigated positive polarization. Less is known about movements toward the negative extreme. Effects of advertising have been shown to be either positive or negative depending on varying consumer implicit theories (Hung & Wyer, 2008). Experiment 1 demonstrates that different sources can lead to either positive or negative polarization. Experiment 2 demonstrates that low (vs. high) NFCC consumers are more likely to draw inferences about missing information, contributing to the polarizing effect. Exploring the Interplay of Associative and Deliberative Attitude Processes

Michael J. McCaslin, Ohio State University* Chris Loersch, University of Missouri Richard E. Petty, Ohio State University

Recent research applying dual-systems logic suggests that different attitude measures might reflect independent modes of evaluation (for instance, explicit measures are only affected by deliberative processes). In contrast, the results of our study indicate that, in some cases, explicit attitude measures do not reflect associative processing because individuals are hesitant to report consciously inexplicable ―gut feelings‖ towards certain attitude objects. When social judgeability concerns are reduced, however, the impact of associative and deliberative processes of attitude formation can be captured by explicit measures. A Guide to Subliminal Persuasion: The Role of Needs and Conditioning in Motivating Behavior

Martijn Veltkamp, University of Twente* Ruud Custers, Utrecht University Henk Aarts, Utrecht University

Recent research suggests subliminal priming is effective in influencing consumers, but only if the prime (e.g., drinking) matches current need-states (fluid deprivation). However, research on conditioning suggests consumers can be nonconsciously influenced in the absence of deprivation. The present studies compare the effects of subliminal conditioning (unobtrusively pairing ―drinking‖ with positive information) and subliminal priming (―drinking‖) in a single research design. The two factors are shown to interact: subliminal priming motivated drinking behavior for fluid-deprived individuals, and subliminal conditioning motivated behavior in the absence of deprivation. Implications of these findings for the field of subliminal persuasion and conditioning are discussed. Whether You Win or Whether You Lose: The Differential Risk of Priming the Deliberative and Affective systems in On-line Auctions

Yael Steinhart, University of Haifa* Michael Kamins, Stony Brook University David Mazursky, The Jerusalem School of Business Administration Avi Noy, University of Haifa

The present research examines the role of the two-system model as a basis for further understanding the loss aversion phenomenon. It demonstrates that when priming the affective system, bidders pay higher prices if they anticipate not winning the item rather than winning it. Alternatively, when the deliberative system is primed, bidders pay higher prices if they anticipate winning as opposed to losing. Three studies confirm this phenomenon, ranging from a lab study, an on-line simulated auction and field study conducted on eBay.

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Session 4.3 3:45 PM - 5:00 PM

Glades

Symposium: The Fallibility of Consumer Memory Before, During and After Consumption Experience Chair: Katie Kelting, Indiana University Discussion Leader: Antonia Mantonakis, Brock University

Should We Hire David Beckham to Endorse Our Brand? Contextual Interference and Consumer Memory for Celebrity Advertising Katie Kelting, Indiana University* Dan Rice, Louisiana State University

Today, it is common for different brands to hire the same celebrity (e.g., Sharpie, Motorola, Adidas, and Emporio Armani all employ David Beckham). While research has extensively investigated what makes celebrity advertising effective/ineffective for a particular brand, surprisingly little is known about how an individual brand within a celebrity endorsement portfolio is affected by the presence of other brands in the portfolio. In this paper, we fill this void by using a series of experiments to explore the manners in which memory interference can affect the recall of different brands within a celebrity endorsement portfolio. How Does Imagery in Interactive Consumption Lead to False Memory? A Reconstructive Memory Perspective

Arun Lakshmanan, SUNY Buffalo* Shanker Krishnan, Indiana University

Consumers are often exposed to information that contradicts their consumption experience, leading to ―false memory‖ for aspects of the consumption. We develop a theory suggesting why false memory may be heightened due to imagery processing. We subject this theory to a rigorous test in three experiments. We find that consumption imagery makes it more difficult to discern between consumption and misleading information thereby boosting false recall. Yet, imagery that is more consumption-based helps reduce consumers‘ susceptibility to false memory. We also explicate the role that attention plays at different stages of consumption in affecting false memory. The False Experience Effect: I Imagine, I Experience, I Like

Priyali Rajagopal, Southern Methodist University Nicole Votolato Montgomery, College of William and Mary*

False memories refer to the mistaken belief that an event which did not occur, did occur. Research on false memories has generally focused on the antecedents to and the characteristics of such memories, with little focus on their consequences. In this paper, we propose that exposure to an imagery-evoking ad can create a false product experience memory, or the mistaken belief that a consumer experienced the product. We also demonstrate that such false experiential memories function akin to genuine product experience memories with regard to their outcomes (product attitudes and attitude confidence), a finding we call the false experience effect.

Session 4.4 3:45 PM - 5:00 PM

Jasmine

Symposium: Standards and Construction of Hedonic Value

Chair: Meng Zhu, Carnegie Mellon University Discussion Leader: Joachim Vosgerau, Carnegie Mellon University

From Wealth to Well-Being? Money Matters, but Less than People Think Lara Aknin, University of British Columbia Michael Norton, Harvard Business School* Elizabeth Dunn, University of British Columbia

We examined laypeople‘s intuitions about link between income and well-being by asking people from across the income spectrum to report their own happiness and to predict the happiness of others and themselves at different income levels. Two national surveys revealed that while laypeople‘s predictions were relatively accurate at higher levels of income, they greatly overestimated the impact of income on well-being at lower income levels, expecting low income to be coupled with very low well-being. Thus, people may work hard to maintain or increase their income in part because they overestimate the hedonic costs of earning low levels of income.

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Contrasting Against the Future: The Unexpected Effects of Expectation Tom Meyvis, New York University* Leif Nelson, UC Berkeley

We demonstrate that, although people do not contrast their enjoyment of a current experience against their enjoyment of a preceding experience, they do contrast it against their enjoyment of an anticipated experience. Classical music becomes more enjoyable when anticipating an irritating noise, but not following an irritating noise. Similarly, an irritating noise becomes more irritating when anticipating pleasant music, but not following pleasant music. This forward-looking hedonic contrast effect occurs across domains, can lead to greater enjoyment of declining rather than improving sequences, but does not obtain when the current experience is ambiguously valenced (in which case assimilation occurs). Social Comparison and the Construction of Hedonic Value

Carey Morewedge, Carnegie Mellon University Meng Zhu, Carnegie Mellon University*

We study the influence of social comparison on the valuation of hedonic experiences. We propose that hedonic contrasts occur when alternatives are salient and easy to compare to hedonic experiences. As the experiences of people are especially likely to capture attention, we show that social comparison will evoke hedonic contrasts in situations where similar counterfactuals will not. Four studies demonstrated that comparison to a superior or inferior alternative alters hedonic value only when someone else is experiencing that alternative, and that attention moderates this difference. Finally, we show that unfavorable social comparisons can lead people to choose inferior options to avoid their negative hedonic consequences.

Session 4.5 3:45 PM - 5:00 PM

Palm

Individual Papers: Mindsets and Cross-Cultural Effects

Chair: Bart De Langhe, Erasmus University

Cross-Cultural Differences in Preference for Consistency: Implications for Interpersonal Persuasion Ann Schlosser, University of Washington* Wenyu Dou, City University of Hong Kong

This research challenges the notion that individualists have higher preferences for consistency than collectivists. Specifically, preference for consistency is a multidimensional construct consisting of both an individual component (preference for internal consistency) and social components (preferences for public consistency and consistency in others). We argue that preference for internal consistency should be higher among individualists than collectivists, whereas preference for public and other consistency should be higher among collectivists than individualists. Our first study empirically supports these hypotheses, and our second and third studies test the implications of these preferences for interpersonal persuasion via online product reviews and word-of-mouth communication. The Relation Between Cultural Orientation and Regulatory Mode and Its Implications for Consumer Behavior

Ashley Rae Arsena, University of Texas at San Antonio* David H. Silvera, University of Texas at San Antonio Ashok K. Lalwani, University of Texas at San Antonio

Regulatory mode theory contrasts two distinct self-regulatory functions: an assessment function that involves critical evaluation and comparison of entities and states, and a locomotion function that involves movement from state to state. Five studies suggest that people‘s cultural orientation significantly determines the pursuit of these functions. Specifically, individualists (vs. collectivists) focus more on assessment, whereas collectivists (vs. individualists) focus more on locomotion. We also extend these findings to a variety of behavioral scenarios that consumers encounter in their daily lives and to the domain of counterfactual thinking. Implications of these findings in relation to consumers‘ goal pursuit are discussed. One Without the Other: The Effects of Priming Individual and Collective Mindsets on Consumer Choice and Valuation

James Alvarez-Mourey, Univeristy of Michigan* Carolyn Yoon, University of Michigan Daphna Oyserman, University of Michigan

Priming individual- and collective-mindsets has been shown to influence cognitive processing style, but in the domain of marketing research, focus has been primarily on the influence of self-construal on interpersonal relationships. The current studies extend cultural mindset theory to predict inter-product relationships. Three experiments demonstrate the effect of salient individual- vs. collective- mindset on initial product selection, willingness to consume partial sets, and reluctance to break apart related items. By examining the effect of salient mindsets on product selection, results yield practical implications for structuring product bundling, up-selling, cross-selling, product presentation, and advertising or point-of-purchase displays.

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The Anchor Contraction Effect in International Marketing Research Bart de Langhe, Erasmus University* Stefano Puntoni, Erasmus University Daniel Fernandes, Erasmus University Stijn van Osselaer, Erasmus University

In an increasingly globalized marketplace, it is common for marketing researchers to collect data from respondents who are not native speakers of the language in which the questions are formulated. Examples include online customer ratings and internal marketing initiatives in multinationals. This raises the issue of whether providing responses on rating scales in one‘s native versus second language exerts a systematic influence on the responses obtained. This article documents the Anchor Contraction Effect (ACE), the systematic tendency to report higher levels of emotional intensity when answering questions using rating scales in a non-native language than in the native language. Six studies (a) demonstrate the effect, (b) rule out alternative explanations, and (c) test the effectiveness of easily implementable corrective techniques.

Session 4.6 3:45 PM - 5:00 PM

Sabal

Individual Papers: Issues Linking Firms and Consumers

Chair: Kelley Main, University of Manitoba

Pay What You Want: On Social Preferences in Markets Ayelet Gneezy, UC San Diego* Uri Gneezy, UC San Diego Leif Nelson, UC Berkeley

It‘s hard to find clean evidence of fair behavior in markets, because observed behavior is open to other interpretations, such as reputation concerns. A unique data set comes from the ―name-your-own-price‖ release of Radiohead‘s album (October 2006). We use a field study to investigate the profitability of such a pricing scheme. Disembarking from a cruise ship, significantly more passengers buy their picture under the new pricing scheme. While most people pay less than the regular $15 per picture, the increase in volume offset this loss; profits are similar under both schemes. Importantly, moving to the NYOP scheme improves brand attitudes. The Best of Strangers: Context-dependent Willingness to Divulge Personal Information

Leslie John, Carnegie Mellon University* Alessandro Acquisti, Carnegie Mellon University George Loewenstein, Carnegie Mellon University

Consumers‘ willingness to disclose sensitive information responds to contextual cues that have little or no connection to the objective costs and benefits of sharing information. Cues that should alert a consumer to an increased threat of privacy can have the opposite effect (Studies 1A & B), and situations that have objectively equivalent privacy risks can elicit different levels of disclosure (Studies 2A-C). This research highlights consumer vulnerabilities in navigating increasingly complex issues of privacy introduced by modern information technologies. Investigating Store Loyalty Cards from the Non-Cardholder Perspective

JoAndrea Hoegg, University of British Columbia Michael Lewis, Washington University in St. Louis* Lan Jiang, University of British Columbia

This research examines grocery store loyalty programs from the perspective of the non-cardholder. Employing both real world data and laboratory studies, we find that, not surprisingly, non-cardholders avoid brands that are on sale for cardholders. However, the effect is much weaker for hedonic items than for utilitarian items. In addition, we find that nonmembers purchase more items when card promotions are more prevalent. We show that when sales are prevalent, non-cardholders tend to experience sadness rather than anger, and regulate their affective state through by indulging in additional, primarily hedonic, purchases.

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Consumer Sensitivity to Firm Rejection Kelley Main, University of Manitoba* Laurence Ashworth, Queens University*

The current work examines the role of rejection in consumer responses towards firms. Firms frequently face decisions about accepting certain individuals as customers, yet very little is known about how consumers respond to rejection. In the interpersonal domain, rejection is known to be an intensely upsetting experience, the consequences of which are largely assumed to be driven by implications for individuals‘ relational value. We examine other features of rejection experiences to which consumers might react, especially the implications of rejection for self-assessments and the perceived fairness of the rejection.

Session 4.7 3:45 PM - 5:00 PM

Sawgrass

Individual Papers: Fear of Loss and Arousal

Chair: Seung-Yun Lee, McGill University

Consumer Disposal Behavior: How Sellers of Used Goods are Influenced by Buyer Usage Intentions Aaron R. Brough, Northwestern University Mathew S. Isaac, Northwestern University*

In this research, we examine the decisions of consumers who are selling used goods. Specifically, we investigate how the price a seller is willing to accept is influenced by how a prospective buyer intends to use the product. Across three studies, we show that sellers often have preferences regarding post-transactional product usage and are willing to forego financial gains to try to satisfy these preferences. In contrast to the long-standing assumption that buyers compete for scarce goods solely on the basis of price, our findings suggest an additional dimension— communicated usage intentions— along which buyers may strategically differentiate themselves. Defending Against Loss: Temperamental Fear Predicts Endowment Effect

Rama Ganesan, University of Arizona* Najam Saqib, Ryerson University

We examine the hypothesis that inherent fear of loss determines valuation of the focal object in the endowment effect. Price demanded by sellers is positively related to temperamental fear as measured by the fear survey schedule (FSS II). Furthermore, price offered by buyers is negatively related to temperamental fear in the standard ‗buy‘ condition, but bears no relationship to fear in the ‗choose‘ condition (choice between object and a sum of money). Inducing fear before price elicitation enhances the endowment effect. We suggest the potential for loss (of either the endowed object or money) determines the relationship between price and temperamental fear. Arousal Congruency and Consumer Choice

Fabrizio Di Muro, Univiversity of Western Ontario* Kyle B. Murray, University of Alberta

This paper examines the phenomenon of arousal-congruency – i.e., consumers' tendency to make choices that are congruent with their level of felt arousal. A theoretical model detailing how arousal congruency influences consumer choice has been developed. This model suggests that the effect of the interaction between level of arousal and mood valence on choice is mediated by product specific affect (PSA). The results of two completed studies show that consumers make arousal-congruent choices, and that PSA mediates the relationship between level of arousal and choice. When Does Scarcity Increase Product Evaluation? Role of Decision Reversibility and Persuasion Knowledge

Seung-Yun Lee, McGill University* Ashesh Mukherjee, McGill University

Marketers often use scarcity to influence consumers, with announcements such as ―hurry, limited quantities‖ or ―exclusive offer, limited time only.‖ In the present research, we show that the effect of scarcity on product evaluation is moderated by two variables – decision reversibility and persuasion knowledge. In two studies, we show that scarcity has a stronger positive effect on product evaluation when decision reversibility is high and salience of persuasion knowledge is low. Further, we show that these moderating effects are driven by inferences made by consumers about the scarcity cue. We close by discussing the theoretical contributions of our results.

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BEACH BASH 5:30 PM - ???

Breckenridge Building North Deck and North Beach

Enjoy appetizers, beach volleyball and free food, soda, and beer until it runs out. All other alcoholic drinks available at the cash bar.

If you registered for the Beach Bash, please remember to bring your ticket with you.

Entertainment 8 PM – 10 PM, provided by Keith Niedermeier, University of Pennsylvania, performing on acoustic guitar, with a special performance by Wharton's 'Brand Inequity' (aka David Bell, Bob Meyer, and Americus Reed).

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Saturday, 27 February 2010





Session 5.1 8:15 AM - 9:30 AM

Banyan

Individual Papers: Corporate Social Responsibility and Consumers

Chair: Andrew Wilson, St. Mary's College of California

When Does Being Good Imply Doing Good?: Exploring Context Effects on Corporate Social Responsibility Shuili Du, Simmons College* Sucharita Chandran, Boston University

This research explores the double-edged nature of CSR (corporate social responsibility) reputation. Using the inclusion/exclusion model of context effects, we suggest that when CSR reputation is used to interpret company action, assimilation effect results and an ambiguous action to deal with crisis will be judged positively for a company with a positive CSR reputation. However, when CSR reputation is used to form the standard the focal company is held to, contrast effect results and an ambiguous action will be judged negatively for a company with a positive CSR reputation. The presence or absence of information on competitor actions influences which context effect, assimilation or contrast, will occur. Two experiments provide support for our hypotheses. When Can CSR Associations Be Considered for Product Evaluation by Consumers not Concerned about CSR Issues?

Moon Seop Kim, Seoul National University* Kyoungmi Lee, Kansas State University*

Given the increasing demand for accountability, it is critical for marketers to make a broad range of consumers consider CSR practice in product evaluation. This research examined the conditions under which marketers can make consumers‘ associations about a firm‘s CSR practice salient for product evaluation among consumers not particularly concerned about CSR issues. The findings of two experiments showed that as the psychological distance of purchasing a product increased, value-related information represented in CSR associations were used in product evaluation by participants with chronically low support for (exp 1) or low lifestyle involvement (exp 2) in CSR issues. It’s the thought that counts: The ironic effects of intentions on compensatory reasoning

George Newman, Yale University* Ravi Dhar, Yale University

Three experiments examined the impact of a firm‘s intentions on consumer preferences and demonstrate a somewhat ―ironic‖ effect of intended versus unintended product enhancements. When a company intentionally makes a product that specializes on a single attribute (e.g., it is better for the environment) participants rate the product‘s quality on other attributes as worse than when the specialized improvement occurs as an unintended side effect. This pattern is explained by the underlying belief that intended improvements pull away quality from other attributes, while unintended improvements reflect innovations that improve both specialized attributes and performance attributes at once. The Moral Discount: Can Being Socially Responsible Hurt Your Brand?

Stefanie Rosen, University of South Carolina* Stacy L. Wood, University of South Carolina

Corporate social responsibility (CSR) is increasingly used by firms as a branding strategy. However, a discrepancy between consumers‘ commendation of firms that engage in CSR and their satisfaction with the actual products these firms produce has been observed. We term this ―the moral discount;‖ a bias by which consumers perceive that socially-responsible products are less effective than regular products. Two studies show the bias depends on brand strength and CSR attribute centrality. While strong brands benefit from extrinsic CSR attributes (e.g., charity donations) and intrinsic CSR attributes (e.g., earth-friendly ingredients), the use of extrinsic attributes can decrease consumers‘ ratings of unfamiliar/weak brands.

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Session 5.2 8:15 AM - 9:30 AM

Citrus

Individual Papers: Goals and Goal Progress

Chair: Aaron M. Garvey, Penn State University

Self-Schema as Goal Standard: Understanding Self-Regulation via Sequential Behaviors Berna Devezer, Michigan State University* David E. Sprott, Washington State University Eric R. Spangenberg, Washington State University

Past research on self-regulation has implicitly assumed that self-regulatory failure can be explicitly and objectively appraised as such by individuals. Introducing a self-schema activation model of self-regulation, we challenge this assumption and argue that a behavior might be perceived as a failure or success, depending on the active self-schema. Particularly, we expect that a behavior will register as a success (failure) if it is schema-(in)congruent. When a discrepancy from the active self-schema is perceived, motivation to self-regulate will increase whereas a reduction in the discrepancy will liberate ongoing goal pursuit. When a related self-schema is not active, an initial behavior should encourage the performance of similar behaviors. Two experiments provide support for these predictions across both healthy and hedonic self-schemas and further establish the moderating role of behavioral intensity. Nonconscious Goal Pursuit in the Presence of a Conscious Goal

Hae Joo Kim, University of Toronto* Andrew Mitchell, University of Toronto

We examine whether a nonconscious goal can determine choice between binary options, one favoring a conscious goal and the other the nonconscious goal. When participants are only given a conscious goal, the majority of them seek the alternative that is more instrumental to this goal. However, when a nonconscious goal is additionally primed, we find preferences reverse in favor of the alternative that is inferior (superior) from the conscious (nonconscious) goal standpoint because priming the nonconscious goal distorts how it is perceived. These results were obtained when few cognitive resources are used in making a choice. When Flippers Flop: Goal Reversion in Consumer Choice

Kurt Carlson, Georgetown University* Margaret G. Meloy, Penn State University Elizabeth G. Miller, Boston College

We use consumers currently preferred option to infer which goal is currently most active in choices involving competing goals. Since goals increase in activation when they are inhibited, consumers who switch leaders (supplanting one goal with another) should revert to their initial leader/goal more often than is normative. Two studies support this goal reversion hypothesis. The first finds reversion to a goal to eat tasty food. The second finds reversion to both healthy and tasty goals (away from tasty and healthy goals, respectively). We also find that consumers low in Need for Decisiveness exhibit more goal reversion When Small Steps Become Big Leaps: How Goal-Consistency Judgments Bias Goal Progress Evaluations

Andrea Bonezzi, Northwestern University* Alexander Chernev, Northwestern University

How do consumers evaluate the progress they are making toward their goals? Prior research has focused on how consumers estimate the degree of progress toward their set goal. We argue, however, that in addition to evaluating the degree of progress accomplished by a given action, consumers often form judgments of whether their actions are aligned with the desired goal. In particular, we posit that in the case of actions associated with relatively minor goal progress, forming goal-consistency judgments leads to an overestimation of the actual goal progress, leading consumers to believe they have achieved significantly greater progress than they have in reality. We attribute this overestimation bias to the differential modes of processing the available information—qualitative vs. quantitative—which in turn influence the estimate of goal progress.

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Session 5.3 8:15 AM - 9:30 AM

Glades

Individual Papers: Sensory Experience and Consumer Behavior

Chair: Carolyn Bonifield, University of Vermont

Imagery and Consumer Information Processing: The Role of Visual and Verbal Processing Strategies in Comprehension and Integration Yael Steinhart, University of Haifa* Yuwei Jiang, Hong Kong Polytechnic University Robert S. Wyer, University of Illinois Urbana-Champaign

Advertisements typically contain both pictures and words. Consumers‘ comprehension and integration of this information can be influenced by their disposition to process information verbally or visually. When consumers employ a verbal processing strategy, differences in their ease of processing and the effect of these differences on judgments are localized at the comprehension stage. When participants employ a visual processing strategy, however, these differences occur at the integration stage as well. Three experiments examined implications of these differences. Experiment 1 confirmed the different effects at the comprehension stage. Experiment 2 investigated the impact of verbal and visual processing strategies at the integration stage. Experiment 3 demonstrated similar effects in a nonlaboratory setting. The Role of Visual and Verbal Information Processing in Omission Neglect

Xiaoqi Han, University of Cincinnati* Jennifer Bechkoff, San Jose State University Frank Kardes, University of Cincinnati

Consumers insensitive toward omitted product information tend to overestimate the importance of given information and underestimate the diagnosticity of information not presented. This inevitably results in poor judgment. A series of three experiments provide strong evidence that compatibility between processing visual and verbal information leads to differential sensitivity toward missing information. This research furthers our understanding of the detrimental effect of a color picture embedded in an ad by demonstrating that sensitivity toward missing information is most likely when a product picture is in color and when it is presented before the verbal attributes of the product under evaluation. The Semantic and Aesthetic Impact of Smell on Touch

Cindy Caldara, University of Grenoble Ryan Elder, University of Michigan* Aradhna Krishna, University of Michigan

The marketing literature has received a marked increase in scholarly attention devoted to the impact of sensory perception on consumer behavior. We contribute to the literature on multisensory interactions within consumer behavior by showing the semantic and sensory aesthetic (we define sensory aesthetics as the combined hedonically pleasing effects of sensory inputs) impact of smell on touch. Across three studies we show that the scent of a product can impact haptic perceptions, with these effects being moderated by the level of congruity and semantic associations between the sensory stimuli. Do Not Listen to What I Say but Look at What I do: How Facial Judgments and Behavioral Intentions Differ as a Function of Implicit-Theory

Pragya Mathur, Baruch College* Rajesh Bagchi, Virginia Tech

Extant research has documented that human faces present summary information about traits and characters (Todorov 2008) and that faces can have both judgmental and behavioral effects. We suggest that the observer‘s beliefs in whether the world is fixed (entity-theorists) or if it is changeable (incremental-theorists) may impact how facial information is incorporated into judgment and behavioral intentions. In two studies, we show that while both theorists make similar face-based trait judgments, they incorporate the face differently in their subsequent judgments and behavioral intentions. Our findings have important implications for contexts involving face-to-face interactions (e.g. sales exchanges, communication).

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Session 5.4 8:15 AM - 9:30 AM

Jasmine

Symposium: Strategic and Impulsive Allocation of Attention: Behavioral and Emotional Consequences

Chair: Jun Lu, University of Chicago Discussion Leader: Rik Pieters, Tilburg University

Accentuate the Positive, Eliminate the Negative: Attention and Emotion Regulation Nicole Verrochi, University of Pennsylvania* Patti Williams, University of Pennsylvania

Individuals often find themselves in desirable or undesirable emotional situations. Whether it‘s a sad commercial during a television show, a long wait to see a doctor, or cookies in the break-room, individuals often manage their reactions to emotional triggers. This paper investigates attention deployment, whereby individuals strategically shift their attention toward and away from emotional stimuli in order to manage the intensity of an emotion. Two studies demonstrate that people utilize attention shifts when presented with emotional stimuli, and that these shifts are impacted by the discrete emotion being managed. A third study connects attention shifts to changes in experienced emotion, supporting an attention deployment process of emotion regulation. Can We Help Consumers Make Healthier Food Choices? The Role of Product Associations

Juliano Laran, University of Miami* Marcus Cunha, University of Washington

Four experiments show that associations of a food pairing featuring one food item that is unique to the pairing and a food item that is shared with another pairing may influence how consumers evaluate food combos in non-trivial ways. We propose an association protection mechanism in which the shared food item will acquire a weak association with the second food pairing while the distinct item will acquire a strong association with the second pairing. This mechanism robustly explains our findings and sheds light on the process underlying the popular self-control explanations of resource depletion and goal priming. Sticky Desires or Tricky Self-Control: Dynamic Processes in Attention Bias Towards Temptation

Suresh Ramanathan, University of Chicago Jun Lu, University of Chicago*

Indulgence has often been ascribed to weakness in the ability to avoid temptations. Three studies show that impulsive individuals when primed with hedonic goals experience continued attentional engagement with temptations that manifests in greater desires over time rather than decreased avoidance, in turn leading to more intense forms of indulgence. Further, these desires tend not only to generally increase over time but also recur more frequently and for longer periods of time compared to patterns obtained for non-impulsive people. Particularly, when attention is directed towards temptations, impulsive people find themselves trapped in a state of desire for longer periods of time. Drawing from recent theory on dynamical processes, we suggest that attentional biases towards temptations represent a fixed-point attractor that keep drawing impulsive individuals into a vortex of desire.

Session 5.5 8:15 AM - 9:30 AM

Palm

Individual Papers: Self-Awareness, Satisfaction and Comparative Processes

Chair: Kimberly Taylor, Florida International University

Shaping Customer Satisfaction through Self-Awareness Cues Michel Tuan Pham, Columbia University* Caroline Goukens Goukens, University of Maastricht Donald Lehmann, Columbia University Jennifer Ames Stuart, Bayer Healthcare

Six experiments (including two field studies) show that customers‘ satisfaction with service providers can be influenced by subtle contextual cues that increase self-awareness. Such cues tend to increase satisfaction when the outcome of a service interaction is unfavorable, but decrease satisfaction when the outcome is favorable. This is because high self-awareness increases customers‘ own-attributions of both positive and negative outcomes. Self-awareness can even influence satisfaction with interactions that occurred in the past. However, these effects only hold when there is mixed customer-provider outcome responsibility. If the outcome responsibility rests entirely with the provider, raising self-awareness may backfire

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Does Higher Construal Level Increase or Decrease Indulgence? Solving the Myopia versus Hyperopia Puzzle Ravi Mehta, University of British Columbia* Juliet (Rui) Zhu, University of British Columbia Joan Meyers-Levy, University of Minnesota

Existing literature on self-control indicates an inconsistency. While traditional research on myopic behavior suggests that a high versus low construal level leads to less indulgence, more recent work on hyperopia implies the opposite. We aim to reconcile this discrepancy by demonstrating that construal level interacts with self-focus, which jointly determines an individual‘s indulgence level. Specifically, when self is not made salient, we expect to replicate the finding in the myopia literature, whereas when self is the central focus, we expect to observe the reversal as predicted by the hyperopia literature. Consumer Comparison to the Product User Prototype Affects Brand Attitudes

Claudiu Dimofte, Georgetown University* Anne Brumbaugh, College of Charleston Ronald Goodstein, Georgetown University

Product categories contain information about product user prototypes that are activated when consumers view ads for products in those categories. Results indicate that although an advertisement may include spokespersons whose demographics are consistent with a particular segment in order to induce favorable target market effects, if the product user prototype is consistent with the targeted segment, non-target market effects occur instead. We further find that the mechanism by which this effect occurs involves a loss of collective self-esteem induced by a negative comparison between beliefs about the outgroup implied by the user prototype and beliefs about the contrasting consumer ingroup. Hola or Hello: The Effects of Bilinguals’ Language Selection and Stereotype Activation on Negotiations Satisfaction and Outcomes

Cecilia Alvarez, Florida International University* Kimberly Taylor, Florida International University*

Many consumer transactions increasingly involve negotiations, and for speakers of multiple languages, there is always a choice to be made about which language to use. We investigated bilingual U.S. Hispanics negotiating in either English or Spanish and found greater satisfaction, and higher objective outcomes, for the English language negotiators than for the Spanish language ones. Importantly, however, this main effect was moderated by the negotiators‘ degree of acceptance of a stereotyped view of Spanish speakers.

Session 5.6 8:15 AM - 9:30 AM

Sabal

Individual Papers: It's Who You Ask and How You Ask

Chair: Samuel Bond, Georgia Tech

Stimulating Referral May Backfire - The Effect of Referral Failure on Susceptibility to External Influence Bart Claus, KULeuven* Kelly Geyskens, University of Maastricht Kobe Millet, KULeuven and Free University of Amsterdam Siegfried Dewitte, KULeuven

Effects of WOM on the receiver of the information conveyed have extensively been researched. It remains open whether referral outcome has effects on the sender. Four studies reveal that consumers‘ openness to external influences is lower when their own advice was not followed. Differences in ego boosting as a result of the ego threat that referral failure comprises mediate these results. We also establish that referral failure is what drives these effects, not referral success, and that resisting influence might mitigate ego threat. Our results suggest that stimulating WOM behavior may backfire when recommendations are ignored by their intended receivers. A Value-Decomposition Theory for Scope-Sensitivity

Charles Y. Z. Zhang, University of Michigan*

This paper presents a new account for preference reversal between pricing and attractiveness rating. I propose that the value of an object can be decomposed as ―symbolic value‖ and ―intrinsic value‖, where the symbolic value refers to factors such as rank, rarity, certainty, extremeness that does not benefit actual consumption. The symbolic value is only taken into account in rating tasks but not in pricing. Therefore, objects strong in symbolic value receive higher ratings, but are not priced as high. Evidences from two experiments are presented. The relationship between the current theory and previous theories of preference reversal is discussed.

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Ironic Effects of Personalized Product Recommendations on Subjective Consumer Decision Outcomes Gerald Häubl, University of Alberta* Benedict Dellaert, Erasmus University Murat Usta, University of Alberta

Personalized product recommendations are a form of decision assistance, provided either by a human advisor (realtor, salesperson, etc.) or a computer-based decision aid, designed to identify the most attractive available alternatives based on an understanding of a consumer‘s preference. We argue that personalized recommendations can have opposing effects on objective and subjective decision outcomes. While such assistance enables consumers to make objectively better choices, it tends to reduce their satisfaction with the chosen alternatives. In a series of experiments, we demonstrate the proposed ironic effects of personalized recommendations on subjective decision outcomes and examine the psychological mechanism underlying this phenomenon. The Role of Consumer Reviews in Attitude Formation, Communication and Persistence

Stephen He, Georgia Tech* Samuel Bond, Georgia Tech Talya Miron-Shatz, Ono Academic College

This research examines the impact of review writing on the evaluation of a hedonic consumption experience. Taking the perspective of both review writers and readers, we examine how the timing of a review task vs. attitude assessment affects the process of review writing and its enduring consequences. In experiments using movie clips as target stimuli, we demonstrate that the timing of the review task systematically influences review content, attitude formation and persistence, and readers‘ inferences about the review. Implications and extensions of these findings will be discussed.

Session 5.7 8:15 AM - 9:30 AM

Sawgrass

Symposium: Learning about Communications from Research on Older and Younger Consumers

Chair: Jane Ebert, University of Minnesota Discussion Leader: Ron Faber, University of Minnesota

Negative Health Experiences and Preference for Communications: Different effects on goal orientation for self versus others’ experiences Noelle Nelson, University of Minnesota* Jane Ebert, University of Minnesota

Tailoring communications for individuals can enhance their effectiveness in changing behavior. In three studies, we examine the relationship between health experience (in self or others), goal orientation, and message preferences in consumers. In study 1, we measure health experiences of older consumers for self and close others, health activities, and chronic regulatory focus. In studies 2a and 2b, we manipulate salience of a self versus other‘s negative health experience and measure preferences for health messages in older (2a) and then younger (2b) consumers. We find that negative health experiences for self versus others are associated with different goal orientations and health behavior involvement (study 1) and so result in different preferences for health messages (studies 2a and 2b) Educating Older Adults about Health: A Paradoxical Effect on Memory and Behavioral Intentions

Ian Skurnik, University of Virginia* Carolyn Yoon, University of Michigan Norbert Schwarz, University of Michigan

Many health providers and government agencies publish information to help educate the public about health issues. Some of these publications explain ―facts and myths‖ about a particular health concern, in an effort to clear up potential misconceptions about medical treatment. We found that older adults tended to misremember myths as facts soon after having read such publications, which, paradoxically, left them with lower intentions to get a flu vaccine than people who did not read any information about the flu. We recommend ways to warn people about false information so they are less likely to misremember it as true.

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Assessing Consumer Reaction to New Product Ideas: Does it matter how old you are and what your regulatory focus is? Jing Wang, University of Iowa* Catherine Cole, University of Iowa

We test hypotheses about how consumers‘ age and chronic regulatory focus affect their preferences for new product information. Study 1 had a 2 (age group: young vs. old) × 2 (chronic regulatory focus: promotion vs. prevention) × 2 (information content: factual vs. emotional) × 2 (information orientation: promotion vs. prevention) × 2 (expertise: experts vs. novices) mixed factorial design. We find that older adults are more likely to search for information that is compatible with their chronic regulatory focus than younger adults, and that consumers‘ age and product knowledge also jointly affect their information search behaviors and product attitudes. Study 2 showed similar patterns on product evaluations.

Break 9:30 AM - 9:45 AM


Session 6.1 9:45 AM - 11:00 AM

Banyan

Individual Papers: Pro-Social Consumer Behaviors

Chair: Fern Lin, University of Pennsylvania

The Effect of Social Capital on Charitable Giving in Nonprofit Marketing Jen Shang, Indiana University* Rachel Croson, University of Texas at Dallas

Marketing by nonprofit organizations introduces unique challenges and provides a useful lens to examine the impact of psychological forces on responsiveness to marketing campaigns. This paper reports three studies using field experiments and surveys that demonstrate the effect of social capital on in nonprofit marketing. In particular, we examine the affect of the size and type of social networks on voluntary contributions. The results suggest that both the actual size and the perceived size of donors‘ network positively influence their giving. The findings support an esteem-based mechanism underlying the influence of social capital, rather than an accuracy-based mechanism. Taking More Money and Donating More Money: The Influence of Self-threat on Goal Pursuit

Alison Jing Xu, University of Illinois* Shirley Y.Y Cheng, University of Illinois Tiffany Barnett White, University of Illinois

Individuals often take actions to self-affirm following threats to their positive-self view. These actions include engaging in upward or downward social comparisons, affirming important self-values, etc. We propose that: 1) making greater progress towards a salient goal is another self-affirming strategy that individuals adopt in response to self-threat; and 2) this tendency persists even for opposing goals. Specifically, the results of three studies suggest that when individuals perceived a threat to their positive self-view, they self-affirmed by donating more money when the goal to help was made salient yet took more money when the salient goal was to pursue self-interest. The Effects of Self-Affirmation on Willingness to Help: The Mediating Role of Positive Other-Directed Feelings

Yun Lee, University of Iowa* Jing Wang, University of Iowa

We propose that affirming the self increases willingness to help and the effect of self-affirmation on willingness to help is mediated by positive other-directed feelings. We demonstrated that self-affirmation increased donation intention (Study 1). Study 2 replicated the results of Study 1 and showed that participants in self-affirmation conditions were more likely to help people in crisis than those in control conditions. The results also showed that the demonstrated self-affirmation effect on willingness to help was mediated by positive other-directed feelings. Study 3 further provided the robustness of such effects on willingness to help and showed that what mediated the self-affirmation effect on willingness to help was positive other-directed feelings, but not positive self-directed feelings.

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Cheapened Altruism: Discounting Prosocial Acts of Friends of Victims Fern Lin, University of Pennsylvania* Deborah Small, University of Pennsylvania

Three studies demonstrate that charitable donors receive less ―credit‖ for their donations when they have a close personal relationship to a past victim of the target cause. Our results suggest that the credit difference results from people perceiving donors who are friends of victims, but not donors who do not know any victims, as selfishly motivated even though they and their friend have nothing to gain from the donation. The effect is moderated by whether the donor signals other-oriented qualities such as by donating to other charities and stating an other-oriented reason for donating.

Session 6.2 9:45 AM - 11:00 AM

Citrus

Symposium: How Feedback Influences Sequences of Goal Actions

Chair: Stacey Finkelstein, University of Chicago Discussion Leader: Suresh Ramanathan, University of Chicago

Seeking, Giving, and Responding to Negative Feedback Stacey Finkelstein, University of Chicago* Ayelet Fishbach, University of Chicago

What increases consumers‘ motivation to pursue a goal, getting negative feedback on lack of actions and mistakes or getting positive feedback on successful actions? In five studies, we explore when individuals give and seek positive versus negative feedback, and what are the motivational consequences of these distinct feedbacks. We propose a model stating that as consumers gain experience in a domain of goal pursuit (e.g., taking a language class or pursuing a health goal), they seek and give more negative feedback. In addition, after gaining some experience in a domain of goal pursuit, individuals respond more to negative feedback by increasing their efforts in that domain. Motivational Consequences of Perceived Velocity in Goal Pursuit

Szu-Chi Huang, University of Texas at Austin* Ying Zhang, University of Texas at Austin

Building on the literature of the dynamics of self-regulation, three lab experiments and a field study document the interplay between progress level on the goal and perceived velocity in attainment in determining one‘s motivation for further goal pursuit. We propose that when progress towards a goal is low and individuals are concerned with whether the goal is attainable, high (vs. low) velocity suggests higher attainability of the goal and furthers one‘s likelihood of engaging in goal congruent actions. However, when progress towards a goal is high and attainment of the goal is secure, people focus on discrepancy reduction. Thus, low (vs. high) velocity in attainment elicits higher motivation as it suggests more effort is needed. The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation

Chen Wang, University of British Columbia* Anirban Mukhopadhyay, HKUST

This research examines the dynamics of goal revision by revising Carver and Scheier‘s (1981) classic discrepancy-reducing model of self-regulation. We incorporate an additional element into this model, a goal calibrator directed by an S-shaped function of goal-performance discrepancy, generating the updated goal for further monitoring. Four studies demonstrate that the S-shaped function features the common properties of proportionality and diminishing sensitivity for both self-set goals and assigned goals, while exhibiting failure aversion for self-set goals and satisficing for assigned goals.

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Session 6.3 9:45 AM - 11:00 AM

Glades

Symposium: Profits, Numbers, and Schemas: What and How Consumers Infer

Chair: Michal Herzenstein, University of Delaware Discussion Leader: Robert Wyer, University of Illinois

On Profits and Halos: The Role of Firm Profitability in Consumer Inference Steve Posavac, Vanderbilt University* Michal Herzenstein, University of Delaware* Frank Kardes, University of Cincinnati Suresh Sundaram, University of Delaware

The processes by which consumers fill in the gaps of the information they have regarding products and services have been shown to affect diverse downstream phenomena. Our research focuses on the influence that making firm profitability salient in the advertising context has on consumers‘ inferences regarding product efficacy and behavioral intentions. Three experiments, analyzed with structural equations and featuring experiential and really new products, demonstrate that when profitability is salient, consumers‘ perceive the ads to be more credible, and as a result expect the advertised product to perform better. Most importantly, this inference drives behavioral intentions. Firm profitability remains an important cue for consumers even when embedded in the context of other information (product warranty). How Consumers’ Inferences & Product Choices Are Affected by Alphanumeric Brand Names

Kunter Gunasti, University of Connecticut* William T. Ross, Penn State University

Five empirical studies reveal that alpha-numeric brands systematically affect consumers‘ inferences and product choices. This effect is moderated by consumers‘ need for cognition (NC) and the availability of product attribute information. Given an identical choice set, labeling a product option with a numerically higher alpha-numeric brand increases its choice share. When some information about products is missing, lower NC consumers use a ―higher the better‖ heuristic, inferring that alternatives with higher numerical parts to their brand name are better. Conversely, higher NC consumers process alpha-numeric brands more systematically, making inferences about attribute values based on brand name-attribute correlations. Consumer Inferences and Heuristic Flexibility

Hélène Deval, University of Cincinnati* Susan Mantel, Ball State University Frank Kardes, University of Cincinnati Steve Posavac, Vanderbilt University

Consumers often have to go beyond the information provided in order to make judgments and decisions. They use heuristics to build on available cues. Yet, the same information can lead to different inferences depending on the implicit theory used to draw inferences (Cho and Schwarz 2008). For example, a high price can be judged as a sign of high quality or a sign of low value for the price. In two studies, we examine the flexibility of certain heuristics and show how the inference process depends on the implicit theory accessible at the time of judgment.

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Session 6.4 9:45 AM - 11:00 AM

Jasmine

Symposium: Emotions, Predictions, and Decisions: Some Recent Findings

Chairs: Tamar Avnet, Yeshiva University Leonard Lee, Columbia Business School Discussion Leader: Nathan Novemsky, Yale University

Should You Trust or Not Trust Your Feelings When Predicting the Future? Michel Tuan Pham, Columbia University Leonard Lee, Columbia University* Andrew Stephen, INSEAD

Predicting outcomes of future events is often associated with careful analyses of historical trends, scenario-building, and cognitive reasoning. Across seven studies covering short- and long-range forecasts and five distinct prediction contexts (movies‘ box-office revenues, the 2008 Democratic presidential nomination, American Idol 2009, Dow Jones Index movements, and weather conditions), we show that greater trust in feelings when predicting the outcomes of future events can significantly improve prediction accuracy. This effect held both when people were experimentally induced to trust or not trust their feelings and when people‘s chronic tendency to trust or not trust their feelings was assessed. When the Thinking Gets “Tough,” The Gut Gets Going…

Tamar Avnet, Yeshiva University* Priya Raghubir, New York University

The role of affective reactions, cognitive reasoning, and gut feeling in decisions is examined. Results from two studies across different decision domains and complexity levels show that decision complexity and importance have a positive effect on the reliance on ―gut‖. The extent of this reliance depends on the type of decision. In addition, ―appropriate‖ usage of gut and feelings were different from actual reliance on these outputs. Both were relied upon more than was believed appropriate. Actual reliance on gut was independent of complexity levels, while the reliance on feelings linearly increased with complexity imitating cognitive thoughts usage pattern. Mood Influences on Self-Control: A Matter of (Mis)attribution

Tal Eyal, Ben Gurion University Ayelet Fishbach, University of Chicago Aparna Labroo, University of Chicago*

How does mood influence self-control? We propose that this depends on whether mood is attributed to goal progress or to a progress-unrelated source. In three studies, we find that when people are pursuing important long term goals (academic, health), and attribute their positive (vs. negative or vs. neutral) mood to accomplishing their goal, they infer that adequate progress has been made and relax their self-control in pursuing the goal. However, when people attribute their positive mood to a source unrelated to progress (e.g., background music), their mood is attributed to goal adoption which increases their self-control.

Session 6.5 9:45 AM - 11:00 AM

Palm

Symposium: Beautiful Myths and Inconvenient Truths: Investigating the Impact of Product Aesthetics on Consumer Judgments and Behaviors

Chair: Gratiana Pol, University of Southern California Discussion Leader: Frederic Brunel, Boston University

On the Impact of Product Aesthetics on Choice: A Dual-Processing Perspective Claudia Townsend, UCLA* Sanjay Sood, UCLA

An implicit assumption in consumer research is that product aesthetics influence choice similarly to other attributes. This research examines this assumption revealing systematic differences between how consumers treat aesthetics – how a product looks – versus functional attributes – how a product performs. In Study 1, unlike functionalities, aesthetics do not reveal strong negative price elasticity. In Study 2 the importance of aesthetics in choice appears consistently under-valued by decision-makers. Study 3 examines the notion that these differences are due to how the attributes are evaluated; aesthetics is processed predominantly in the more automatic system 1 mode versus system 2 for functional attributes.

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The Good, the Bad, and the Ugly: Aesthetic Effects in Product Feature Judgments JoAndrea Hoegg, University of British Columbia* Joseph W. Alba, University of Florida Darren Dahl, University of British Columbia

Product design is becoming a critical point of differentiation. This research focuses on the question of whether and how product aesthetics might alter the evaluation of specific attribute information. We test the conventional wisdom among practitioners, that when it comes to design, ―what is beautiful is good.‖ Four studies examine how design influences feature processing when aesthetics and feature performance conflict. We uncover a bias in the direction of the unattractive product – a negative aesthetic effect - and provide initial evidence that this bias stems from a thoughtful reconciliation of incongruous information and elaboration on the conflicting dimension. The A.I.R. Construct: The Processing Mechanism Underlying Aesthetics-Induced Consumer Behaviors

Gratiana Pol, University of Southern California* Hanna Kim, Chungnam National University C.W. Park, University of Southern California

Aesthetically appealing products have been linked to a variety of positive consumer behaviors. Yet the exact processing mechanism through which aesthetics impact such behaviors has not been elucidated. Instead, mood has been most commonly suggested as a potential mediator. The present research shows that a more complex mechanism – which we call A.I.R. (Aesthetics-Induced Responses) – fully mediates the effects of aesthetics on consumer behaviors and is superior to mood. The A.I.R. construct consists of three dimensions: affective (spontaneous affect), cognitive (image enhancement), and conative (instantaneous approach), which together form a motivating force unique to aesthetic product experiences

Session 6.6 9:45 AM - 11:00 AM

Sabal

Symposium: The Neglected Dimension of Affective States: New Findings on the Effects of Relaxation, Anxiety, and Arousal on Consumer Behavior

Chair: Michel Tuan Pham, Columbia University Discussion Leader: Joel Cohen, University of Florida

Focused on a Feeling or the Cause? The Regulation of Anxiety Aparna Labroo, University of Chicago* Derek D. Rucker, Northwestern University

Consumers experiencing anxiety can focus on their feelings or the cause of their feelings. When consumers focus on their feelings, higher order motivational orientation associated with general avoidance is activated. Merely considering any outcome compatible with an avoidance orientation can mark symbolic motivational progress and provide emotional benefit. In contrast, when consumers focus on the cause of the feeling, only actions that directly address the cause of their anxiety can affect regulation. Relaxation Increases Monetary Valuations

Michel Tuan Pham, Columbia University Iris Hung, National University of Singapore Gerald Gorn, University of Hong Kong*

We investigate an intriguing phenomenon whereby states of relaxation increase the monetary valuation of products. It is demonstrated in four experiments involving various products and different methods of assessing monetary valuation. In all experiments participants who were put into a relaxed affective state reported higher monetary valuations than participants who were put into an equally pleasant but less relaxed state. The evidence suggests that compared to less-relaxed individuals, relaxed individuals represent the value of products at a higher level of abstraction, which increases their perceptions of these products‘ value. The phenomenon appears to reflect an inflation of value by relaxed individuals rather than a deflation of value by less relaxed individuals. Arousal and Subjective Probabilities: An Alternative Interpretation of Wishful Thinking

Joachim Vosgerau, Carnegie Mellon University*

A wealth of psychological research indicates that people are unrealistically optimistic about future outcomes. In contrast to such a desirability bias, I propose that having a stake in an outcome produces a state of heightened arousal. Because people misattribute their arousal to the likelihood that an outcome will occur, people can be both, more optimistic and more pessimistic about future outcomes. In four studies, I show that participants judge the likelihood that either a desirable or an undesirable outcome occurs higher than the likelihood that a neutral outcome occurs. Together, the findings offer a new interpretation of wishful thinking.

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Session 6.7 9:45 AM - 11:00 AM

Sawgrass

Individual Papers: Anthropomorphism and Consumer Behavior

Chair: Catherine Kozlowicz, University of Phoenix

Gaming with Mr. Slot or Gaming the Slot Machine? Power, Anthropomorphism, and Risk perception Sara Kim, University of Chicago* Ann McGill, University of Chicago

We propose that risk perceptions are systematically influenced by anthropomorphism. Anthropomorphism effects, however, are moderated by level of power. People with low power perceive higher risk about a slot machine (study 1) and skin cancer (study 2) when risk generating entities (the slot machine and skin cancer) are highly anthropomorphized. In contrast, those with high power perceive greater risk when the entities are less anthropomorphized. We hypothesize these effects occur because anthropomorphism increases application of power perception. In study 3, we investigate the reverse effect that higher perceived risk increases (decreases) anthropomorphism for people with low (high) power. Brand Trait Transference: Acquiring the Characteristics of Products

Ashley Rae Arsena, University of Texas at San Antonio* David H. Silvera, University of Texas at San Antonio Mario Pandelaere, Ghent University R. Justin Goss, University of Texas at San Antonio

Brand trait transference occurs when a trait transfers from a brand to people who are associated with that brand. Two studies examined this new phenomenon. Study 1 showed that a salesperson‘s perceived trustworthiness is affected by the trustworthiness of his/her company. Study 2 showed that a celebrity endorser‘s perceived traits are influenced by the products he/she endorses. Together, these studies demonstrate brand trait transference by showing transfer of traits from products to a salesperson (Study 1) or celebrity endorser (Study 2) associated with those products. Once Bitten, Twice Shy: Differences in Social Efficacy Affect the Perceived Efficacy of Anthropomorphizable Products

Bart Claus, KULeuven* Luk Warlop, KULeuven

Previous research shows social efficacy motives as a driver of anthropomorphization, potentially an incentive to target lonely people with anthropomorphic products. We assess whether people‘s difficulties in maintaining social interactions with others lead to spillover effects towards consumers‘ a priori perceptions of their efficacy to interact with objects that can be subject to anthropomorphization. We show that low social efficacy, chronic and induced, leads to reduced estimates of anthropomorphized products‘ ability to fulfill their designed function – but not that of nonanthropomorphic products. Conversely, anthropomorphs can fulfill sociality motives, yielding more favorable a posteriori evaluations in people low in social efficacy. Seeing Smiles: Consumers’ Adoption of Anthropomorphized New Products

Lan Jiang, University of British Columbia* JoAndrea Hoegg, University of British Columbia Darren Dahl, University of British Columbia

In this research, we seek to investigate whether consumers would be more likely to adopt new products when they possess human characteristics. Given that the need for better comprehension drives an individual‘s tendency to desire anthropomorphized products, we consider whether the strategy of anthropomorphizing products is effective for new products that entail high uncertainty. Our findings support our hypothesis. Participants report more favorable attitudes and a higher intention to purchase the anthropomorphized new products when they have human characteristics, particularly when there is uncertainty specific to the product.

Break 11:00 AM - 11:15 AM


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Plenary Session: Distinguished Speaker Paul Slovic, Decision Research 11:15 AM - 12:15 PM


“Adventures with the Affect Heuristic”

Luncheon and Presidential Address 12:30 PM - 2:00 PM

Tarpon Key/Sawyer Key

Session 7.1 2:15 PM - 3:30 PM

Banyan

7.1 Symposium: Green Marketing: Spurring Pro-Environmental Consumption, Conservation, and Sustainability

Chair: Vladas Griskevicius, University of Minnesota Discussion Leader: Michael Norton, Harvard Business School

Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation Vladas Griskevicius, University of Minnesota* Joshua Tybur, University of New Mexico Bram Van den Bergh, Rotterdam School of Management

Why do people buy green products? We find that such purchases are often motivated by the desire for status, whereby green products can enhance the owners‘ reputation as altruists, thus boosting their status in the eyes of others. Across three experiments, activating status motives led people to choose green products over non-green counterparts—even when the non-green products were more luxurious and inherently more desirable. For example, status motives led people to choose a pro-environmental car with few features over a more luxurious but less-environmentally friendly vehicle. Findings suggest that status competition can be a useful tool for promoting pro-environmental behavior. Getting Gold by Going Green: The Importance of Fitting the Message to the Mindset

Kelly Goldsmith, Northwestern University* Ravi Dhar, Yale University

Firms today are ever-increasing the number of ―green‖ products they offer; however, industry leaders have noted that many consumers still weigh their personal needs above those of society when making purchase decisions. In three studies, we demonstrate that a consumer‘s mindset (abstract vs. concrete) and how the product is positioned (offering benefits to the self vs. the greater good) have an interactive effect on consumer preferences for green goods. This research addresses an important practical question and makes a meaningful theoretical contribution. The Green-Self Paradox: An Examination of Licensing Effects In Green Behavior

Karen Becker-Olsen, The College of New Jersey Aronte Bennett, Villanova University* Amitav Chakravarti, New York University

Suggestions that consumers should engage in green behaviors are becoming increasingly commonplace; this research examines the unintended, negative consequences that arise when consumers engage in these behaviors. Our results indicate that consumers who were urged to participate in a series of simple activities that benefitted the environment not only viewed themselves as more eco-friendly but were less likely to participate in more demanding eco-friendly activities than were consumers who merely discussed simple eco-friendly activities. These findings reveal an interesting paradox; it appears that consumers use their engagement in minor green behaviors as license to forego participating more significant green behaviors.

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Session 7.2 2:15 PM - 3:15 PM

Citrus

Symposium: Beyond Positive Affect: Behavioral Consequences of Fluency Experiences

Chairs: Ted Matherly, University of Maryland Anastasiya Pocheptsova, University of Maryland

Suppressing Secrecy Through Metacognitive Ease: Cognitive Fluency Encourages Self-Disclosure Adam L. Alter, New York University* Daniel M. Oppenheimer, Princeton University

We found that metacognitive ease, also referred to as fluency, promoted greater self-disclosure, both in tightly controlled lab studies (Studies 1a, 1b and 3), and in an ecologically valid online field study (Study 4). Disfluency tended to prime thoughts associated with risk, which might be one reason why people who experience disfluency are less comfortable self-disclosing (Studies 2 and 3). We conclude by discussing the implications of these results for marketing theory and practice. Is What You Feel What They See? The Relationship between Fluency and Identity Signaling

Ted Matherly, University of Maryland* Anastasiya Pocheptsova, University of Maryland

People frequently use products to express their identity and to infer identities of others. Building on research on processing fluency, we propose that people will use feelings of ease or difficulty of information processing when choosing products to signal their identity, as well as to infer identity-signaling motives in others. Across a series of studies we find that less fluent products are seen as more effective signals of identity compared to more fluent products, and that the association of a product with an in-group compared to an out-group can alter perceptions of the product‘s fluency. Does Effort make your Heart Fonder or Mind Wonder? An “Attainability-Efficacy” Framework of Preference Construction

Sara Kim, University of Chicago* Aparna Labroo, University of Chicago

We show that feelings of effort (vs. ease) increase people‘s tendency to work harder and value products, provided they have illusory high control. To such people, effort signals higher efficacy of the particular outcome, and they also infer that an outcome must be the best one available if they will have to put effort in to attaining it. Only among people with illusory low control, ease (vs. effort) increases the tendency to engage in activities and brand preferences, because ease signals high feasibility of attaining a successful outcome. Thus, for some individuals the opportunity to challenge themselves adds value to the outcome. Experiences of Fluency with Memories of Charities

Robert Smith, University of Michigan* Norbert Schwarz, University of Michigan

Consumers took a memory test that suggested good or poor memory for the details of a charitable cause they had read about. Good memory for a cause can imply that one cares about the cause or that one is well familiar with it; the implications of these inferences depend on the specific goal of the charity. Perceived good memory for the cause increases willingness to donate when the charity‘s goal is to help an at-risk population (experiment 1), but decreases willingness to donate when the charity‘s goal is to raise awareness of a cause (experiment 2).

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Session 7.3 2:15 PM - 3:30 PM

Glades

Individual Papers: New Findings in Information Processing

Chair: Abhijit Guha, Wayne State University

Self-Regulation through Adaptive Information Processing Remi Trudel, Boston University* Kyle B. Murray, University of Alberta

This research investigates the role of information processing in self-regulation. Across 4 experiments, we demonstrate that success and failure largely depends on the type of information (hedonic versus utilitarian) that consumers process. Specifically, we show that individuals with a self-regulatory goal of resisting the hedonic food (chocolate), strategically process more utilitarian (versus hedonic) attribute information whereas individuals without a self-regulatory goal process more hedonic (versus utilitarian) attribute information. Importantly, the results show that the type of attribute information processed predicts how much chocolate the individual consumes, and thus illuminates how information processing plays a key role in self-regulatory success or failure. Complicating Choice: The Effort Compatibility Principal

Rom Schrift, Columbia University* Oded Netzer, Columbia University Ran Kivetz, Columbia University

A great deal of research in decision-making and social-cognition has explored consumers‘ attempts to simplify choices by bolstering their tentative choice candidate and/or denigrating the other alternatives. In the present research, we investigate a diametrically opposed process, whereby consumers complicate their decisions. We demonstrate that consumers overweigh unimportant product attributes, and reverse their preference ordering in a manner that detracts from the leading alternative and intensifies the conflict in choice. We show how complicating behavior, once triggered, could lead to choice reversals. The results from six studies support a unifying effort compatibility principle, which accommodates both simplifying and complicating behavior. The Link between Usability and Consumer Decision Making

Na Wen, Georgia Institute of Technology* Nicholas Lurie, Georgia Tech

Design elements to enhance usability, such as visual separators between rows or columns in a product matrix, are widely used by online retailers. Although they can enhance usability, they may have unintended consequences for consumer decision making. Study 1 demonstrates that when product attributes are negatively correlated, visually separating alternatives improves decision quality but visually separating attributes hurts. Study 2 shows that visual separators enhance decision-making efficiency but limit consumer adaptivity to contextual changes in choice environments. Study 3 shows that, under time pressure, separators between attributes as well as between alternatives improve decision quality when attributes are negatively correlated. Inferring Preferences of Undecided Consumers

Kurt Carlson, Georgetown University Abhijit Guha, Wayne State University*

Marketers would ideally like to identify consumers (1) who have yet to select a preferred product, and of these (2) who have a slight preference for the marketer‘s product. Yet consumers may often not reveal their preference, nor their strength of preference. We propose a novel method whereby information search is used to reveal both consumers‘ preference, and strength of preference. We examine and validate such method across a set of three interlinked studies. Specifically, in a study set right before the 2008 Presidential elections, such method was better than most pundits‘ predictions at predicting how undecided voters would vote.

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Session 7.4 2:15 PM - 3:30 PM

Jasmine

Symposium: The Role of Emotions in Self-control Dilemmas

Chair: Francine Espinoza, ESMT, Germany Discussion Leader: Aparna Labroo, University of Chicago

Clouds on a Sunny Day: The Downside of Positive Mood for Self-Control Jordan Etkin, University of Maryland* Francine Espinoza, ESMT Anastasiya Pocheptsova, University of Maryland

We propose that positive mood will influence the perception of the differences between goals that an individual is pursuing, increasing perceived inter-goal conflict. Such increased inter-goal conflict has negative consequences for self-control when people are pursuing multiple goals. Across three studies we provide support for the idea that positive mood leads to greater perceptions of inter-goal conflict, thereby decreasing consumers‘ propensity to pursue their most important goals. Self-control Perceptions in the Presence of Others

Sara Freiberg, Yale University* Ravi Dhar, Yale University

We argue that the presence of others during food consumption prompts increased feelings of guilt and lowers perceived self-control as compared to situations where individuals are dining alone. In four studies we show that people believe that they consumed more calories in a group setting than in individual setting even when they objectively consumed the same meal. As a result, people dining in groups attempt to compensate for their perceived lapse in self-control by subsequently selecting a more healthy food option. What Movie Would You Watch with Your Salad? The Implicit Emotional Consequences of Exerting Self Control

David Gal, Northwestern University* Wendy Liu, UCLA

Previous literature shows that self-control decisions create emotions that can often have downstream consequences (e.g., guilt from yielding to temptation and pride from resisting temptation). In the present research, we demonstrate another affective product of exerting self-control. Specifically, we show that exerting self-control can create implicit anger in an individual, which then leads to anger-congruent judgments and choices in subsequent decisions. However, because people likely do not have a schema to interpret an ordinary self-control situation as anger provoking, they do not subjectively recognize the anger produced. Nonetheless, anger arising from resisting temptation is manifest in subsequent tasks.

Session 7.5 2:15 PM - 3:30 PM

Palm

Individual Papers: Categories and Metaphors

Chair: Darron Billeter, Brigham Young University

Are Satisfied Customers More Loyal? Examining the Moderating Influences of Consideration Set Size and Price-Consciousness Vishal Bindroo, Indiana University South Bend* Xin He, University of Central Florida Raj Echambadi, University of Illinois

Satisfaction–Loyalty relationship has been the focus of academic research and managerial practice. Recent evidence suggests that even highly satisfied customers defect from firms indicating the role of contingent factors in the satisfaction – loyalty relationship. Drawing from decision justifiability theory, we suggest that price consciousness and consideration set size are two factors which jointly moderate the satisfaction–loyalty relationship, such that large consideration set sizes weaken this relationship under high but not low price consciousness. Robust results in four studies, including secondary dataset and three experiments provide consistent support for our hypotheses.

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Organizing Products with Complements versus Substitutes: Effects on Effort, Assortment Perceptions and Store Preference Kristin Diehl, University of Southern California Erica van Herpen, Wageningen University* Cait Poynor, University of Pittsburgh

Although retailers often display products from different product categories together, little is know about how such displays affect consumers‘ decision processes. We show that contrary to retailers‘ beliefs, shopping from complement-based sets (e.g., showing pants with a shirt) takes longer and is more effortful than shopping from substitute-based sets (e.g., showing pants with other pants). This increase in effort is experienced even though consumers search less broadly and less deeply for the target product. Yet, complement-based organizations also create more positive assortment perceptions. Overall, we find consumers prefer complement-based stores, putting great weight on assortment attractiveness than on shopping effort. The Out-of-Region Bias: Distance Estimations Based on Geographic Category Membership

Caglar Irmak, University of South Carolina* Rebecca Naylor, Ohio State University* William O. Bearden, University of South Carolina

This research addresses estimations of distance, an important factor in numerous consumer decisions (e.g., store choice, willingness to pay for travel). Our central hypothesis is that when two places are located in the same geographic category, individuals infer them to be closer to each other than when they are located in different categories. Two studies demonstrate that individuals are subject to this ―out-of-region bias‖ in making distance inferences, that the bias can lead to suboptimal consumption decisions, and that the bias does not occur due to on-line perceptual distortions, but instead is driven by category structures entrenched in long-term memory. The Balance Metaphor and its Effect on Choice

Jeffrey Larson, Brigham Young University Darron Billeter, Brigham Young University*

According to research on embodied cognition, our understanding of abstract concepts is grounded in our physical experience. One indication of this grounding is the use of perceptual-motor terms to communicate abstract concepts. Metaphorical language serves to strengthen the association between perceptual-motor experiences and abstract concepts. We investigate the impact of the physical metaphor of balance on choice behavior and find that activating balance increases the selection of the compromise choice. In four experiments, we show that the effect holds when balance is activated through physical activity, display of balance pictograms, mental simulation, and recall of experience.

Session 7.6 2:15 PM - 3:30 PM

Sabal

Symposium: When Consumers’ Mental Processing Becomes a Source of New Product Value

Chair: Susan Jung Grant, University of Colorado, Boulder

Enhancing New Product Acceptance by Facilitating Extreme Incongruity Resolution Ji Hoon Jhang, University of Colorado, Boulder* Susan Jung Grant, University of Colorado, Boulder Margaret Campbell, University of Colorado, Boulder

We propose that extremely incongruent products will be rated as favorably as moderately incongruent products when participants have increased cognitive flexibility and are able to resolve the incongruity. Positive affect and a future launch description are used to manipulate greater cognitive flexibility. Neutral affect and a past launch description result in less favorableness for extreme incongruity than moderate incongruity, replicating the finding from prior research. Positive affect and a future frame attenuate the difference between moderate and extreme incongruity by fostering incongruity resolution. Participants‘ ability to make sense of the product mediates the effects of incongruity and cognitive flexibility on evaluation.

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The Congruency of Temporal Perspective with Visualization Aids and its Effect on New Product Evaluation Min Zhao, University of Toronto* Darren Dahl, University of British Columbia Steven Hoeffler, Vanderbilt University

In this research, we examine the impact of visualization aids on new product evaluation under retrospective and anticipatory visualization. We demonstrate that when visualization encourages retrospection (which naturally evokes concrete thoughts), providing concrete visualization aids leads to higher product evaluation. However, when the visualization is anticipation-oriented (which naturally evokes abstract thinking), providing more abstract visualization aids leads to higher product evaluation. In addition, we show a reversal of this pattern when people‘s natural temporal perspective is reversed. These results demonstrate the importance of the match between the specificity of the visualization aids and temporal perspective on product evaluation. The Effect of Evaluation Mindset and Mental Construal

Xiaojing Yang, University of Wisconsin-Milwaukee* Torsten Ringberg, University of Wisconsin-Milwaukee Huifang Mao, University of Central Florida Laura Peracchio, University of Wisconsin-Milwaukee

This research examines the effect of consumers‘ evaluation mindset (creativity vs. thoughtfulness) and mental construal level (abstract vs. concrete) on the evaluation of new products. Across three experiments, we show that among consumers who possess a thoughtfulness evaluation mindset, a compatibility effect between product information and consumers‘ mental construal exists. That is, ratings of new products are more favorable when presented at a level that is compatible with consumers‘ mental construal. By contrast, consumers with a creativity evaluation mindset provide more favorable evaluations when new product information is presented at a level that is incompatible with their mental construal.

Session 7.7 2:15 PM - 3:30 PM

Sawgrass

Individual Papers: Satisfaction Processes and Evaluation of Experience

Chair: Sukki Yoon, Bryant University

Ruffling the Right Feathers When I am Around Others: The Role of Social Goals in Consumers’ Service Experience Fang Wan, University of Manitoba* Pingping Qiu, University of Manitoba L.J. Shrum, University of Texas at San Antonio

This research examines the role of social goals in shaping consumers‘ consumption experiences. Findings from studies 1 and 2 suggest that a relationship-oriented service approach can cause backlash effect on consumers‘ service experience when it impedes the pursuit of social goals (e.g., impression management in social settings). Study 3 examines the effectiveness of recovery strategies and the effect of time in mitigating the negative impact of personalized service when the consumer‘s social goals are activated. Post-Choice Effects of Pre-Choice Uncertainty: Critical Influences of Uncertainty on Satisfaction and Repurchase

Demetra Andrews, Florida State University* Edward Blair, University of Houston

Three experimental studies provide evidence that pre-choice uncertainty due to missing information casts a shadow on marketing-critical post-choice phenomena, namely satisfaction determination and repurchase intent. Results from a qualitative study suggest that the observed results may be due to pre-choice uncertainty extending choice deliberations beyond the moment of choice and into the post-choice phase, rendering high uncertainty decision-makers more sensitive to negative outcome information than low uncertainty decision-makers. Further, the extension of choice deliberations may forestall closure of the initial decision, reducing the likelihood that any prior ―choice‖ will be adhered to. Influences on satisfaction are also discussed.

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“Happiness” vs. “Satisfaction” Framing Effects in Product Evaluation Mathew S. Isaac, Northwestern University* Bobby J. Calder, Northwestern University

Consumers often ask themselves or are asked by market researchers how they feel about products they own or are considering for purchase. After accessing or constructing their attitude toward the product, consumers often engage in further information processing. Consumers may either engage in cognitive validation, where they attempt to recruit evidence that is consistent with their initial attitude, or cognitive invalidation, where they search for evidence to disconfirm their prior attitude. In this research, we propose that these two routes of information processing can differentially influence the attitude that consumers ultimately report. We also propose a novel framing effect that can influence whether cognitive validation or invalidation occurs. Across four experiments, we show that activating the concept of happiness [satisfaction] leads consumers to engage in cognitive validation [invalidation], which produces more extreme [moderate] judgments. A metacognitive explanation for these findings is proposed. Active Bidders versus Smart Bidders: Do Participation Intensity and Shopping Goals Affect the Winner’s Joy in Online Bidding?

Sukki Yoon, Bryant University* Michael Gravier, Bryant University Sangdo Oh, University of Illinois

Three studies test two competing lay theories, the active-bidder hypothesis and the smart-bidder hypothesis, and identify conditions under which the effects are mitigated. The former presumes that online bidders use the effort heuristic (the more effort invested, the greater the satisfaction), while the latter presumes the efficiency heuristic (the less the cost, the greater the satisfaction). Our findings supported the smart-bidder hypothesis, but this heuristic-driven effect was not observed when bidders had a concrete shopping goal – when they were in the searching (vs. browsing) mode bidding for the item for their own use (vs. as a gift for someone else).

Break 3:30 PM - 3:45 PM


Session 8.1 3:45 PM - 5:00 PM

Banyan

Individual Papers: Consumer Health

Chair: Ann Schlosser, University of Washington

The Use of Humor in Promoting Healthy Eating in Children: A Web-Related Intervention Aida Faber, McGill University* Laurette Dubé, McGill University

Children‘s obesity rates have plummeted in the last 20 years. Capitalizing on the Internet‘s wide availability, this study tests the effectiveness of a web nutrition intervention aimed at increasing healthy dietary habits in children by manipulating humor appeals. Results showed a negative influence of humor appeals on high caloric meals and snacks consumption, and a positive influence on fruit and vegetable knowledge. The moderating roles of gender and attachment styles are also discussed. Overall, humor seems to be a promising tool in decreasing less healthy alternatives choices and increasing nutritional knowledge in children. Why Our Kids Are Fat? Nature and Nurture

Myoung Kim, University of Wisconsin - Madison* Nancy Wong, University of Wisconsin - Madison

The startling growth in the obesity epidemic facing American children has been a leading public health concern over the past several decades. A considerable body of research has focused on understanding various factors associated with childhood obesity. However, these relationships have often been examined individually without consideration for how these factors could jointly contribute or mitigate the effects of each other. Our research seeks to address this gap by incorporating the impact of children‘s psychological traits (nature) as well as environmental factors (nurture) on children‘s obesity-prevention behaviors. We analyze data on fifth graders from the Early Childhood Longitudinal Study (ECLS-K) conducted by the National Center for Educational Statistics. Our results challenge the current intervention programs by providing empirical support of relative importance among multiple factors contributing to childhood obesity.

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Children’s Ascribed Motivations for Smoking Learned via Associative Memory

Merrie Brucks, University of Arizona* Paul M. Connell, Stony Brook University Dan Freeman, University of Delaware

Advertising and promotional messages for tobacco products may foster attitudes and beliefs about tobacco use/users before children reach the ages that are typically associated with tobacco use initiation. This study addresses this important issue by studying the motivational associations that second and fifth make with smoking and with specific brands of cigarettes. Results indicate that while second graders are less able to articulate ascribed motivations to character images than fifth graders are, that they make the same associations about which characters are smokers and which are non-smokers. The authors use a dual-mode memory system model to explain results. What are my Chances? The Persuasive Implications of Using Larger (vs. Smaller) Ratios and Visualization in Public Service Advertisements

Ann Schlosser, University of Washington*

Persuading consumers that a societal problem (e.g., drunk driving) is a serious risk, thereby increasing their willingness to act to address such problems is the goal of many public service advertisements. Oftentimes, these advertisements inform consumers that X-in-10 individuals are affected by the problem. I argue and find that when ratios are provided as text, using smaller (vs. larger) numbers—such as 3-in-10 versus 30-in-100—will be less effective in persuading individuals to act. However, when information is provided visually or when individuals are encouraged to visualize textual information, presenting ratios in smaller (vs. larger) numbers will be more effective.

Session 8.2 3:45 PM - 5:00 PM

Citrus

Symposium: The Psychological Consequences of Goals

Chair: Jinhee Choi, Korea University

When Adding Goals Is (De)motivating Jinhee Choi, Korea University* Ayelet Fishbach, University of Chicago

This paper explores the effect of adding goals to an activity on its experience and pursuit. We argue that before engaging in an activity, adding goals to an activity renders this activity more important, thus increasing the motivation to initiate its pursuit. However, once engaged in the activity, adding goals to the activity renders the experience more effortful, thus decreasing persistence and subsequent pursuit. Three studies demonstrate these effects in goal-oriented activities including exercise at the gym, origami and flossing. The Stuck In The Middle Effect

Andrea Bonezzi, Northwestern University* Miguel Brendl, Northwestern University Matteo De Angelis, Luiss Business School

The classic goal-gradient hypothesis posits that motivation to reach a goal increases monotonically with proximity to a desired end-state. We argue, however, that motivation to reach a goal is not always a monotonic function of distance from the desired end-state. Across three studies, we find that motivation to engage in goal-consistent behavior is higher when either far from the goal or close to the goal, and lower when about halfway toward reaching the goal. We attribute this tendency to get ―stuck in the middle‖ to the perceived value an additional unit of progress has when halfway toward reaching the goal. Does Buying Green Products Make Us Better People?

Nina Mazar, University of Toronto* Chen-Bo Zhong, University of Toronto

Consumers‘ product choices not only reflect their price and quality preferences but also their moral values. For example, growing consumer awareness for societal and environmental concerns has contributed to a remarkable growth of the global market for organic and environmentally friendly products. Despite the growth of green consumption and its associated ethical halo, however, we make a startling observation: people who purchase green products subsequently become immoral and selfish. Building on recent psychological theories in moral regulation we suggest that consuming green products can establish personal moral credentials, lowering the guard of moral regulation and, hence, licensing ethically questionable behaviors.

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Session 8.3 3:45 PM - 5:00 PM

Glades

Symposium: It’s All Relative: How Frames of Reference Influence Consumer Budgeting and Willingness to Pay

Chair: Rebecca Hamilton, University of Maryland Discussion Leader: Nathan Novemsky, Yale University

How the Numbers on Your Rating Scale Influence Taste Perception and Willingness to Pay Antonia Mantonakis, Brock University* Norbert Schwarz, University of Michigan Amanda Wudarzewski, Brock University Carolyn Yoon, University of Michigan

Sensory scientists often assume that consumers are rational decision makers (Köster 2003), and that sensory evaluation is not susceptible to bias. We investigated how the numeric values of the rating scale on which sensory evaluations are reported can influence the interpretation of the scale labels (Schwarz et al. 1991; Schwarz 1994), and hence the encoded sensory experience. We observe that the numeric values of the scale bias tasters‘ perceptions and encoding of sensory attributes with downstream effects on willingness to pay for the product. Will I Get My Money’s Worth? Inferring Product Value Based on Predictions About Relative Use

Rebecca Hamilton, University of Maryland* Rebecca Ratner, University of Maryland Debora Thompson, Georgetown University

When considering a new product, will consumers be more likely to purchase if they think about using it every day or if they think about using it every week? We show that consumers who use a high-frequency scale to report how often they would use a product are actually less interested in purchasing it than those who use a low-frequency scale, even though they report higher absolute frequencies. Similarly, advertising a product as appropriate for weekly as opposed to daily use leads to lower absolute predictions about frequency of use but higher subjective frequency of use and higher purchase intentions. When 12 Months is Not the Same as One Year: Antecedents of Confidence in Consumer Plans

Gulden Ulkumen, University of Southern California Manoj Thomas, Cornell University* Vicki Morwitz, New York University

Results from four experiments suggest that intuitive confidence can be distinct from confidence based on reasoning. Framing the duration of plans as ―1 year‖ versus ―12 months‖ affects consumers‘ confidence even though the two time frames are semantically identical. Plans made for the next year (versus next 12 months) are perceived to be more difficult, and are held with less confidence. Consequently, consumers forecast a much larger expense budget, are less likely to adopt a strict diet plan, and are less likely to enroll for an exercise program for the next year than for the next 12 months.

Session 8.4 3:45 PM - 5:00 PM

Jasmine

Individual Papers: Prediction and Forecasting

Chair: Nevena T. Koukova, Lehigh University

On the Psychology of Hedonic Adaptation – The Effects of Duration Knowledge on Forecasting Versus Actual Affective Experiences Min Zhao, University of Toronto* Claire I. Tsai, University of Toronto

We propose that duration knowledge of an affective episode interferes with hedonic adaptation by intensifying the experience toward the end and increasing the extremity of the overall experience. In experiments 1 and 2, participants experience either negative or positive episodes and either know the duration of the episode or do not. The results indicate that duration knowledge worsens negative experiences and enhances positive experiences, contrary to the lay theory that predicts duration knowledge to ameliorate negative experiences and weaken positive ones. We identify and test boundary conditions for the actual effect of duration knowledge in experiment 3.

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Using a Rear View Mirror as a Crystal Ball: The Informational Value of Trends in Hedonic Profiles Christina I. Anthony, University of Sydney* Elizabeth Cowley, University of Sydney

Research has consistently shown that people prefer happy endings. The research presented here investigates the informational value of the trend at the end of an experience. The results show that when a trend is allowed to continue until the end of an experience, consumers believe the trend contains information about future states and that they are willing to alter their behavior on the basis of the information. The research also reveals that when the trend is interrupted, it still has an influence on the consumer‘s affective reactions, but the information is not used to plan for the future. Motivated Underpinnings of the Impact Bias in Affective Forecasts

Carey Morewedge, Carnegie Mellon University Eva Buechel, University of Miami* Joachim Vosgerau, Carnegie Mellon University

Affective forecasters exhibit an impact bias, overestimating the intensity and duration of their emotional reaction to future events. We suggest that forecasters make extreme forecasts to motivate themselves to produce desirable outcomes. In two studies, affective forecasts were more extreme when outcomes were more important, and when forecasters could influence an outcome than when it was determined but unknown. Subsequent studies found that the extremity of forecasts determined the amount of mental and physical effort forecasters expended to produce desirable outcomes. Errors in affective forecasting may thus not be solely cognitive in origin, but have a motivated component as well. Fantasies and Expectations as Communication Tools

Nevena T. Koukova, Lehigh University* Shweta Oza, University of Miami*

Thoughts about future events, experiences or behaviors determine present actions. For example, positive expectations about one's likelihood to lose weight increase successful performance. In this research, we investigate the effect of form of thinking about the future (expectations and fantasies) in the context of advertising messages. We demonstrate that message valence moderates the effect of form of thinking about the future on brand evaluations and behavioral intentions. In addition, we show that the effect is driven by the differential action orientation induced by the thought forms. Finally, we propose a boundary condition for the observed effect.

Session 8.5 3:45 PM - 5:00 PM

Palm

Individual Papers: Perceptions of Visual Information

Chair: Irene Scopelliti, Bocconi University

Marketing on the Map: Visual Search and Consumer Decision Making Nicholas Lurie, Georgia Tech Sam Ransbotham, Boston College Zoey Chen, Georgia Tech* Stephen He, Georgia Tech*

Although substantial research has been conducted on consumer search behavior in environments in which text information is acquired in a linear fashion, there has been little research on map-based search behavior by consumers. In a series of controlled lab experiments based on Google maps, we compare information search and choice behavior in text versus map environments and examine how the visual perspective (i.e., interactivity and depth of field) of map-based representations interact with contextual factors, such as the location of alternative choices relative to the consumer‘s current location, to affect information acquisition and decision quality. “What is Novel is Good?” The Value of a Novel Appearance for Evaluating a Product’s Performance Quality and Ease of Use

Ruth Mugge, Delft University of Technology* Jan Schoormans, Delft University of Technology

Corresponding to the importance of physical appearance in person perception, consumers use product appearance to draw inferences about functional attributes. In two studies, we demonstrate that in addition to the product‘s attractiveness, consumers may use novelty in product appearance to draw inferences about functional attributes. Because consumers associate novelty with technological advancement, products with a novel appearance can prompt positive inferences about the product‘s performance quality but negative ones about its ease of use. However, these effects only occur in the absence of the more diagnostic factor: a novel functional attribute.

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Does a Small Coke Taste Better? Effects of Package Size on Quality Judgment Dengfeng Yan, Hong Kong University of Science and Technology* Robert S. Wyer, University of Illinois at Urbana-Champaign Jaideep Sengupta, Hong Kong University of Science and Technology

Consumers‘ judgments of a product‘s quality can be affected by the size of the package in which it is contained. More specifically, packaging product in a small container increases quality judgments whereas packaging it in a large package size decreases them. The first experiment showed that participants‘ quality judgment of potato chips was affected by package size in the way as we predicted. In experiment 2, we replicated the package size effect on participants‘ actual judgments of the taste of orange juice. We also examined the moderating role of objective quality in this study. Experiment 3 demonstrated the size effect in a quality prediction task where the size was manipulated by varying brand names (i.e., mini vs. super). Exaggeration and Structural Alignment in a New Design Launch

Irene Scopelliti, Bocconi University* Paola Cillo, Bocconi University David Mazursky, The Hebrew University of Jerusalem

It is a common strategy for some product categories in which design is a key feature, to precede the actual market launch with the exhibition of showpieces that feature the design to be marketed in a highly exaggerated way. Across four experiments we find that attitude toward a target design improves by initially exposing subjects to exaggerate exemplars of the same design. The effect is observed for experts. It is also observed for non-experts either when the structural alignment between the showpiece and the target is made more salient by means of higher visual redundancy between the two stimuli, or when they are trained to recognize such structural alignment.

Session 8.6 3:45 PM - 5:00 PM

Sabal

Individual Papers: Choice Confidence

Chair: Josh Clarkson, University of Florida

Same Destination, Different Paths: The Effect of Observing Others’ Divergent Reasoning on Choice Confidence Cait Poynor, University of Pittsburgh Rebecca Naylor, Ohio State University* Kelly Haws, Texas A&M University

Does seeing other people make the same decision we do always increase choice confidence? We demonstrate across three binary choice studies that observed choices do not tell the whole story of social influence. Rather, confidence in our own decisions can be shaken substantially if others make the same choice we do but justify the choice differently, this is, when choice converges but reasoning diverges. We also demonstrate that choice confidence is not diminished in the same way when the task involves rejection rather than selection of an alternative or when the choice context is private rather than public. Metacognitive Experience, Overconfidence, and Decision Making

Fang-Chi Lu, University of Iowa* Dhananjay Nayakankuppam, University of Iowa

We propose that the theory of metacognitive experience could be used to explain overconfidence bias possessed by individuals. Study 1 examined the effect of accessibility experience on confidence when responding to general knowledge questions. Participants showed greater overconfidence when they were asked to list fewer reasons for the answer choices. Study 2 manipulated perceptual fluency with differential visual clarity and showed the overconfidence difference between easy and difficult questions in the blurred condition was significantly larger than the one in the non-blurred condition. Study 3 found people showed greater overconfidence for the questions with their answer choices exposed beforehand. Tell Me Your Opinion and I’ll Figure Out Mine: The Role of Popularity Cues and Assortment Size in Consumer Choice

Erin Younhee Ha, University of Illinois* Tiffany Barnett White, University of Illinois

Previous research on assortment size has revealed both positive and negative effects of large assortments. We contribute by investigating how indicators of others‘ opinions (i.e., popularity cues) influence consumers‘ responses to large vs. small product assortments. We suggest that, popularity cues motivate consumers choosing from large, unfamiliar, assortments to generate their own evaluations and process product information more (vs. less) carefully. Consistent with this explanation, we find that the presence (vs. absence) of popularity cues increased (rather than decreased) consumers‘ motivation to process product information and, therefore, their choice confidence and intentions to purchase from large (vs. small) assortments.

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Seeking Optimality in the Consumer Waiting Experience: The Good and Bad of Waiting Time Joshua Clarkson, University of Florida* Zakary Tormala, Stanford University Adam Duhachek, Indiana University

What effect does waiting have on consumers‘ attitudes and preferences? Two experiments demonstrate that waiting after making an initial choice can increase preference extremity, though only when the wait time is optimal (i.e., moderate, as opposed to either too long or too short). Mediation analysis reveals that waiting gives consumers an opportunity to build confidence in the reasons supporting their initial choice. Too little or too much time, however, short circuits this process. A third experiment illustrates that this optimality in waiting time, and the effect it has on preference polarization, is dependent on consumers' salient mindsets.

Session 8.7 3:45 PM - 5:00 PM

Sawgrass

Symposium: "Me and You and Everyone We Know": A Story of Value Creation in Social Networks

Chair: Lalin Anik, Harvard Business School Discussion Leader: Chia-Jung Tsay, Harvard University

Mind the Gap: On the Well-Being of Social Capitalists Lalin Anik, Harvard Business School* Michael Norton, Harvard Business School

We all know people who thrive on connecting others, by introducing them at work and parties and/or fixing them up on dates. We investigate this proclivity, demonstrating that such ―social capitalism‖ – creating ties between others – pays in the form of increased well-being. In field and laboratory studies, we show that people who chronically connect others – social capitalists – are happier people, that people derive utility from connecting others to each other distinct from utility derived from connecting others to themselves, and, most importantly, that encouraging people to become social capitalists – forcing them to connect others – has a causal impact on well-being. Neither Vetted nor Vouched: Online Consumer Behavior and Reputation Systems in High-Risk Social Networks

Chia-Jung Tsay, Harvard University*

We focus on the impact of information availability and usage on individual decision making in social networks. We specifically look at the predictive assessment of cues on people‘s attention in, selecting for, and matching with interaction partners. Through field data collected through the online social network Couchsurfing.com, we explore the effect of access to and types of information on the consumption of user-generated value as individuals share resources. Creating Contagious: Cascades in Spatially Dispersed Social Networks

Andrew Stephen, INSEAD* Jonah Berger, University of Pennsylvania*

We study how social networks influence whether innovations achieve widespread adoption. We focus on the number of early adopters, their positions in the network, and characteristics of the innovation that make it more or less conducive to spreading (i.e., how memorable it is, and how enthusiastic people need to be to adopt). Using agent-based simulations, we find that early adopters‘ positions can dramatically alter adoption outcomes and the speed at which they are reached. We also find situations, again related to early adopters‘ positions, where cascades can occur ―against all odds‖ (i.e., despite conditions that make it difficult for information to diffuse).

JCP Area Editor's Meeting 4:00 PM - 4:50 PM

Royal Tern

JCP Editorial Board Meeting 5:00 PM - 6:00 PM

Tarpon Key

87

Author Index A Aarts

Henk ..................................................57 Ackerman

Joshua .........................................21, 40 Acquisti

Alessandro ........................................60 Aditya

Sutapa ...............................................21 Agrawal

Nidhi ....................................................4 Aknin

Lara .............................................42, 58 Alba

Joseph W. .........................................73 Alexander

David .................................................21 Marla .................................................40

Algie Jennifer ..............................................21

Allan David .................................................51

Allen Chris ..................................................24

Alter Adam L. .......................................46, 76

Alvarez Cecilia ................................................67

Alvarez-Mourey James ................................................59

Ames Stuart Jennifer ..............................................66

Andrade Eduardo .........................................4, 45

Andrews Demetra .............................................80

Anik Lalin .............................................42, 86

Anthony Christina I. .........................................84

Argo Jennifer ..............................................46

Ariely Dan ....................................................55

Arsena Ashley Rae ............................25, 59, 74

Ashworth Laurence ...........................................61

Atalay A. Selin ..........................................4, 40

Avnet Tamar ................................................72

B Bagchi

Rajesh ...............................................65 Bargh

John ...................................................38 Basil

Debra Z. ............................................21 Basu Monga

Alokparna (Sonia) ..............................56

Baumeister Roy F. ................................................ 43

Bearden William O. .................................... 41, 79

Bechkoff Jennifer ............................................. 65

Becker-Olsen Karen ................................................. 75

Belisle Deny .................................................. 21

Belk Russell .............................................. 34

Belyavsky Bayuk Julia ................................................... 47

Bennett Aronte ................................................ 75

Berger Jonah .............................. 47, 48, 55, 86

Bertini Marco ................................................ 48

Bhatnagar Namita ............................................... 35

Bhattacharjee Amit ................................................... 48

Bhattacharya C.B. ................................................... 23

Bickart Barbara ............................................. 28

Billeter Darron ......................................... 78, 79

Bindroo Vishal ................................................ 78

Blair Edward .............................................. 80

Böckenholt Ulf ……………………………………..33

Bodur H. Onur .............................................. 21

Bolton Lisa ................................................ 4, 25

Bond Samuel .................................... 4, 67, 68

Bonezzi Andrea ......................................... 64, 82

Bonifield Carolyn .............................................. 65

Botti Simona ................................................ 4

Brasel S. Adam .............................................. 4

Brendl Miguel .......................................... 31, 82

Broniarczyk Susan ................................................ 47

Brough Aaron R. ............................................ 61

Brower Jake ................................................... 30

Brucks Merrie ................................................ 82

Brumbaugh

Anne .................................................. 67 Brunel

Frederic ............................................. 72 Buechel

Eva .................................................... 84 Büttner

Oliver B. ............................................ 52 C Cabooter

Elke ................................................... 22 Caldara

Cindy ................................................. 65 Calder

Bobby J. ............................................ 81 Campbell

Margaret ............................................ 79 Carlson

Kurt ................................... 4, 45, 64, 77 Carneiro

Renata .............................................. 56 Carvalho

Sergio ................................................ 56 Cavanugh

Lisa ..................................................... 4 Chakravarti

Amitav ..................................... 4, 39, 75 Chan

Cindy ................................................. 47 Patricia .............................................. 30

Chandon Elise .................................................... 4

Chandran Sucharita ........................................... 63

Chang Chiu-chi Angela ................................. 22

Chartrand Tanya ................................................ 45

Chatterjee Promothesh ................................. 22, 34

Chattopadhyay Amitava ........................... 28, 29, 31, 36

Chen Charlene ........................................... 40 Hsuan-Ting ....................................... 36 Zoey .................................................. 84

Cheng Shirley Y.Y ........................................ 69

Chernev Alex ..................................................... 4 Alexander .......................................... 64

Childers Terry .................................................. 33

Chitturi Ravindra ............................................ 30

Choi Jinhee ............................................... 82

Chou Hsuan-Yi ........................................... 22

Christandl Fabian ............................................... 49

Cialdini

88

Robert ................................................42 Cillo

Paola .................................................85 Clarkson

Josh ...................................................85 Joshua .....................................4, 40, 86

Claus Bart ..............................................67, 74

Coelho do Vale Rita ....................................................22

Cohen Joel ....................................................73

Cole Catherine ...........................................69

Connell Paul M. ..............................................82

Cotte June ...................................................29

Cowley Elizabeth ............................................84

Craig Adam .................................................55

Cronley Maria L. ...................................4, 33, 57

Cronson Elizabeth ............................................23

Croson Rachel ...............................................69

Cunha Marcus ...............................................66

Cunha Jr Marcus .................................................4

Custers Ruud ..................................................57

Cutright Keisha ...............................................48

Czellar Sandor ...............................................29

D Dacin

Peter A. .............................................34 Dahl

Darren .................21, 42, 46, 73, 74, 80 Dalton

Amy ...................................................45 Daniloski

Kimberly ............................................32 Danziger

Shai ...................................................28 Darke

Peter ..................................................35 De Angelis

Matteo ...............................................82 de Langhe

Bart ..............................................51, 60 De Langhe

Bart ....................................................59 de Oliveira

Márcio ................................................56 Dellaert

Benedict ............................................68 DeMotta

Yoshiko ............................................. 23 Deval

Hélène ................................... 50, 57, 71 Devezer

Berna ................................................. 64 DeWall

C. Nathan .......................................... 43 Dewitte

Siegfried ................................ 23, 40, 67 Dhar

Ravi ................................. 45, 63, 75, 78 Dholakia

Utpal .................................................. 48 Di Muro

Fabrizio ............................................. 61 Diamantopoulos

Adamantios ....................................... 24 Diehl

Kristin ............................................ 4, 79 Dimofte

Claudiu .......................................... 4, 67 Ditto

Peter .................................................. 30 Donovan

Leigh Anne ........................................ 44 Dou

Wenyu ............................................... 59 Du

Shuili ........................................... 23, 63 Dubé

Laurette ............................................. 81 Dubois

David ................................................. 41 Duff

Brittany .............................................. 44 Duhachek

Adam ................................................. 86 Dunn

Elizabeth ..................................... 42, 58 E Eastin

Matthew ............................................. 36 Easwar

Karthik ............................................... 36 Ebert

Jane .................................................. 68 Echambadi

Raj ..................................................... 78 Eelen

Jiska .................................................. 23 Ein-Gar

Danit .................................................. 38 Elder

Ryan .................................................. 65 Elen

Maarten ....................................... 23, 27 Escalas

Jennifer ............................................. 47 Espinoza

Francine ............................................ 78 Etkin

Jordan ............................................... 78

Ewing Douglas ............................................. 24

Eyal Tal ……………………………………..72

F Faber

Aida ................................................... 81 Ron ................................................... 68

Fedorikhin Alexander (Sasha) .............................. 4

Feng Shan .................................................. 24

Fernandes Daniel ................................................ 60

Fetchenhauer Detlef ................................................. 49

Finkel Eli …………………………………….. 51

Finkelstein Stacey ............................................... 70

Finnel Stephanie .......................................... 24

Fishbach Ayelet .................................... 70, 72, 82

Fitzsimons Gavan ............................................... 48 Gráinne ............................................. 51

Florack Arnd .................................................. 52

Freeman Dan ................................................... 82

Freiberg Sara .................................................. 78

Fuchs Christoph ........................................... 24

G Gal

David ................................................. 78 Galak

Jeff ................................................ 4, 42 Galinsky

Adam D. ............................................ 41 Ganesan

Rama .......................................... 24, 61 Shankar ............................................. 24

Garvey Aaron ................................................ 25 Aaron M. ........................................... 64

Gershoff Andrew .............................................. 35

Geuens Maggie .................................. 22, 23, 27

Geyskens Kelly .................................................. 67

Gilbreath Bob .................................................... 33

Gill Tripat ................................................. 25

Gillespie Brian .................................................. 25 Kate ................................................... 25

Gneezy

89

Ayelet ................................................60 Uri ……………………………………..60

Goldsmith Kelly .........................................4, 45, 75

Goldstein Noah ..................................................42

Goode Miranda .............................................29

Goodman Joseph ...........................................4, 38

Goodstein Ronald ...............................................67

Göritz Anja S. ...............................................52

Gorn Gerald ................................................73

Goss R. Justin ......................................25, 74

Goukens Caroline Goukens ..............................66

Gravier Michael ..............................................81

Griskevicius Vladas .........................................42, 75

Guha Abhijit ...........................................21, 77

Gunasti Kunter ............................................4, 71

Guo Sirui ...................................................25 Wenxia ..............................................26

H Ha

Erin Younhee .....................................85 Hagtvedt

Henrik ................................................23 Hamilton

Mitchell ..............................................26 Rebecca ............................................83

Han Xiaoqi ................................................65

Harmon Tracy .................................................49

Harris Philip ..................................................26

Häubl Gerald ......................................4, 53, 68

Haws Kelly ...................................................85

He Stephen .......................................68, 84 Xin …………………………………32, 78

Herbst Kenneth .............................................51

Herzenstein Michal ............................................4, 71

Hirt Edward ..............................................40

Hoeffler Steven ...............................................80

Hoegg JoAndrea .....................4, 39, 60, 73, 74

Hofmann Eva .................................................... 49

Hong Jiewen ................................................. 4

Huang Szu-Chi ....................................... 26, 70

Hung Iris 73

I Igou

Eric .................................................... 38 Irmak

Caglar ................................................ 79 Isaac

Mathew S. ................................... 61, 81 Islam

Towhidul ............................................ 25 Itzkowitz

Jesse ................................................. 26 J Jhang

Ji Hoon .............................................. 79 Jia

Lile ..................................................... 40 Jiang

Lan .............................................. 60, 74 Ying ................................................... 52 Yuwei ................................................ 65

Jiao Jinfeng (Jenny) .................................. 27

Jin Seung-A ............................................ 27

Jo Myung-Soo ........................................ 27

John (Deborah Roedder ............................ 50 Leslie ................................................. 60

Johnson Heather M. ........................................ 55

Joireman Jeff .............................................. 25, 31

Jung Grant Susan ................................................ 79

K Kaikati

Andrew ........................................ 31, 56 Kamins

Michael ........................................ 47, 57 Kanetkar

Vinay ................................................. 25 Kang

Joon Ho ............................................. 28 Kardes

Frank R. ............................................ 50 Frank ............................... 33, 57, 65, 71

Karmarkar Uma R. .............................................. 55

Kelting Katie .................................................. 58

Kettle Keri .................................................... 53

Kiesekoms

Jonas ................................................ 27 Kiesler

Tina ................................................... 52 Kim

Chang Soo ........................................ 27 Hae Joo ............................................. 64 Hanna ............................................... 73 Julia (Soyean) ................................... 28 Moon Seop ........................................ 63 Myoung ............................................. 81 Sara ............................................ 74, 76

Kirchler Erich .................................................. 49

Kivetz Ran ................................................... 77

Komarova Yuliya A. ............................................ 55

Koukova Nevena T. ................................... 83, 84

Kozlowicz Catherine .......................................... 74

Krishna Aradhna ............................................ 65

Krishnan Preeti ................................................. 35 Shanker ....................................... 39, 58

Kronrod Ann .................................................... 28

Kurpis Lada .................................................. 28

Kwak Dae Hee ............................................ 28

L Labroo

Aparna .................. 4, 51, 72, 73, 76, 78 Lajos

Joseph ........................................ 28, 29 Lakshmanan

Arun ............................................ 45, 58 Lalwani

Ashok K. ............................................ 59 Laran

Juliano ..................................... 4, 45, 66 Larson

Jeffrey ......................................... 53, 79 Laufer

Daniel ................................................ 25 Lebar

Charles .............................................. 29 LeBoeuf

Robyn ............................................ 4, 47 Lee

Jaehoon ...................................... 43, 49 Kyoungmi .......................................... 63 Leonard ....................................... 40, 72 Seung Hwan (Mark) .......................... 29 Seung-Yun ........................................ 61 Sophia ............................................... 29 Wonkyong ......................................... 25 Yun .............................................. 43, 69

Lehmann Donald ......................................... 46, 66

90

Lei Jing ..............................................25, 52

Lens Inge .............................................49, 50

Leonhardt James ................................................30

Leshner Anna ..................................................38

Levav Jonathan ........................................4, 48

Lewis Michael ..............................................60

Lien Nai-Hwa .............................................22

Lim Choonghoon ......................................28

Lin Fern .............................................69, 70

Lindsey Charles ..........................................4, 45

Litvak Paul ...................................................37

Liu Wendy ...........................................4, 78

Loersch Chris ..................................................57

Loewenstein George ..............................................60

Lotz Sebastian ..........................................49

Loughran Sara ...................................................30

Loveland Katherine E. .......................................34

Lu Fang-Chi ................................43, 44, 85 Jun .....................................................66

Luchs Michael ..............................................30

Lurie Nicholas .......................................77, 84

Lutz Richard ..............................................56

M Machin

Jane ...................................................27 MacInnis

Deborah .............................................44 Maeng

Ahreum ..............................................30 Main

Kelley ...............................21, 26, 60, 61 Malkoc

Selin ..............................................4, 38 Mandel

Naomi ............................................4, 34 Mantel

Susan ................................................71 Mantonakis

Antonia ........................................58, 83 Mao

Huifang ..............................................80

Matherly Ted .................................................... 76

Mathur Pragya ......................................... 35, 65

May Frank ................................................. 31

Mazar Nina ............................................. 56, 82

Mazursky David ..................................... 47, 57, 85

McCaslin Michael J. .......................................... 57

McGill Ann ........................................ 46, 51, 74

McGraw A. Peter ............................................... 4

Mead Nicole L. ............................................ 43

Mehta Ravi ............................................. 39, 67

Meloy Margaret G. ................................. 45, 64

Menon Geeta ................................................ 48

Messner Claude ............................................... 31

Meyers-Levy Joan .................................................. 67

Meyvis Tom ................................................... 59

Miller Elizabeth ............................................. 4 Elizabeth G. ................................. 51, 64

Millet Kobe ............................................ 39, 67

Minor Melissa .............................................. 41

Miron-Shatz Talya ................................................. 68

Mishra Arul .............................................. 22, 38 Himanshu .................................... 22, 38

Mitchell Andrew .............................................. 64

Mittelman Mauricio ............................................. 31

Miyamoto Yuri .................................................... 30

Monga Alokparna (Sonia) Basu .............. 44, 54

Monroe Kent B. .............................................. 32

Montgomery Nicole .................................................. 4

Morales Andrea ............................................... 33

Morewedge Carey ..................................... 37, 59, 84

Morwitz Vicki ............................................. 37, 83

Mugge Ruth ................................................... 84

Mukherjee Ashesh .............................................. 61

Mukhopadhyay Anirban .................................... 4, 35, 70

Mulder Mark .................................................. 31

Murawski Carsten ............................................. 26

Murray Kyle B. ......................................... 61, 77

N Nakamoto

Kent ................................................... 27 Nayakankuppam

Dhananjay ............................. 39, 44, 85 Naylor

Rebecca ................................ 44, 79, 85 Nelson

Leif ........................................ 54, 59, 60 Leif D. .................................................. 4 Michelle R. ........................................ 54 Noelle ................................................ 68

Netzer Oded ................................................. 77

Newman George .............................................. 63

Niculescu Mihai ................................................. 39

Nielsen Jesper ................................................. 4

Norton Michael ........................ 4, 42, 58, 75, 86

Noseworthy Theodore J. ....................................... 31

Novak Leigh Anne ........................................ 36

Novemsky Nathan ........................................ 72, 83

Nowlis Steve ................................................. 33

Noy Avi …………………………………47, 57

O Oakley

James ................................................. 4 Oh

Sangdo .............................................. 81 Oppenheimer

Daniel M. ..................................... 46, 76 Oyserman

Daphna ............................................. 59 Oza

Shweta .............................................. 84 P Page

Christine ............................................ 35 Palmeira

Mauricio ............................................ 39 Pandelaere

Mario ..................................... 27, 49, 74 Paniculangara

Joseph .............................................. 32

91

Park C.W. ............................................44, 73 Ji Kyung .............................................50

Parker Jeffrey ................................................53

Patara Yupin .................................................32

Patrick Vanessa ..............................................4 Vanessa M. .......................................23

Pechmann Connie ...............................................50 Connie ...............................................30

Pedersen Paul M. ..............................................28

Penz Elfriede ..............................................49

Peracchio Laura .................................................80

Petty Richard E. ..........................................57

Pfeiffer Bruce E. .............................................57

Pham Michel Tuan ...........................66, 72, 73

Pierce Meghan .............................................32

Pieters Rik ……………………………………..66

Pirouz Dante .................................................50

Plassmann Hilke ............................................55, 56

Pocheptsova Anastasiya ...............................4, 76, 78

Pol Gratiana .......................................72, 73

Poor Morgan ..............................................32

Posavac Steve .................................................71

Poynor Cait ....................................4, 44, 79, 85

Priester Joseph R. ....................................36, 44

Puligadda Sanjay ...............................................33

Punj Girish .................................................51

Puntoni Stefano ..............................................60

Q Qiu

Pingping ............................................80 R Raghubir

Priya ............................................37, 72 Raghunathan

Raj .....................................................26 Rajagopal

Priyali .................................................58 Ramanathan

Suresh ......................................... 66, 70 Rangel

Antonio ........................................ 55, 56 Ransbotham

Sam ................................................... 84 Rasmussen

Scott .................................................. 55 Ratner

Rebecca ........................................ 4, 83 Rawn

Catherine D. ...................................... 43 Read

Daniel ................................................ 29 Redden

Joseph ............................................... 52 Reed II

Americus ........................................... 24 Rice

Dan .................................................... 58 Riemer

Hila .................................................... 34 Rinaldo

Shannon ............................................ 33 Ringberg

Torsten .............................................. 80 Ringler

Christine ............................................ 33 Rixom

Jessica .............................................. 38 Roedder John

Deborah ............................................ 44 Rosen

Stefanie ....................................... 44, 63 Ross

William T. .......................................... 71 Roux

Caroline ............................................. 33 Rucker

Derek ................................................... 4 Derek D. ...................................... 41, 73

Russo J. Edward .......................................... 45

Ruvio Ayalla ................................................ 34

S Salisbury

Linda Court ........................................ 51 Samper

Adriana .............................................. 51 Santana

Shelle ................................................ 37 Saqib

Najam ................................................ 61 Scammon

Debra ................................................ 52 Schaffner

Dorothea ........................................... 37 Schlosser

Ann ........................................ 59, 81, 82 Schneider

Andrew .............................................. 28 Scholz

Joachim ............................................. 34 Schoormans

Jan .................................................... 84 Schrift

Rom ............................................ 53, 77 Schulz

Heather ............................................. 36 Schwartz

Janet ................................................. 51 Schwarz

Norbert ...................... 32, 46, 68, 76, 83 Scopelliti

Irene ............................................ 84, 85 Segal

Inbal .................................................. 34 Sellier

Anne-Laure ....................................... 46 Sen

Sankar ......................................... 23, 56 Sengupta

Jaideep ............................................. 85 Kishore .............................................. 28

Seo Joon Yong ......................................... 52

Shafir Eldar .................................................. 47

Shah Anuj K. .............................................. 46

Shalev Edith .................................................. 46

Shang Jen .................................................... 69

Shani Yaniv ................................................. 38

Shavitt Sharon .............................................. 54

Shiv Baba .................................................. 55

Shrum L. J. ................................................... 43 L.J. .............................................. 49, 80

Shu Suzanne .............................................. 4

Silvera David H. .......................... 25, 57, 59, 74

Simmons Joseph ................................................ 4

Simonsohn Uri …………………………………….54

Sinha Jayati ........................................... 34, 39

Sirianni Nancy J. ............................................ 34

Skurnik Ian .................................................... 68

Small Deborah .................................. 4, 42, 70

Smith Krystina ............................................. 35 Pamela .............................................. 38 Robert ......................................... 46, 76

Sobol

92

Kamila ...............................................35 Sood

Sanjay .........................................55, 72 Sorensen

Alan ...................................................55 Soster

Robin L. .............................................41 Spangenberg

Eric R. ................................................64 Sprott

David E. .............................................64 Steinhart

Yael .......................................47, 57, 65 Stephen

Andrew ............................42, 46, 72, 86 Stillman

Tyler F. ..............................................43 Stoettinger

Barbara ..............................................49 Stornelli

Jason .................................................35 Strahilevitz

Michal ................................................56 Stukenberg

Stephanie ..........................................49 Su-Lin Johnson

Camille ..............................................38 Sundaram

Suresh ...............................................71 Suri

Rajneesh ...........................................24 Swaminathan

Vanitha ..............................................30 T Tanner

Rob ......................................................4 Robin ...........................................30, 45

Taylor Kimberly ......................................66, 67

Thomas Manoj .....................................45, 52, 83

Thompson Debora ...............................................83

Tong Luqiong ..............................................36

Torelli Carlos ..........................................31, 56

Tormala Zakary ...........................................4, 86

Toubia Olivier ................................................46

Townsend Claudia ........................................55, 72

Trabold Lauren ...............................................35

Trudel Remi ............................................31, 77

Tsai Claire I. ............................37, 45, 46, 83

Tsay Chia-Jung ..........................................86

Tybur

Joshua ............................................... 75 U Ulkumen

Gulden ............................................... 83 Ülkümen

Gülden ................................................. 4 Usta

Murat ................................................. 68 V Van Boven

Leaf ................................................... 47 Van den Bergh

Bram ............................................ 39, 75 van Herpen

Erica .................................................. 79 van Osselaer

Stijn ................................................... 60 Veltkamp

Martijn ............................................... 57 Vendemia

Jennifer M.C. ..................................... 55 Vermeir

Iris ……………………………………..22 Verrochi

Nicole ................................................ 66 Vohs

Kathleen D. ....................................... 43 Vosgerau

Joachim ....................... 4, 54, 58, 73, 84 Votolato Montgomery

Nicole ................................................ 58 W Wagner

Tillmann ............................................. 56 Wan

Fang ............................................ 35, 80 Wang

Chen .................................................. 70 Jing .......................................... 4, 43, 69

Wänke Michaela ............................................ 31

Ward Morgan .............................................. 47

Warlop Luk ........................................ 23, 40, 74

Weaver Kimberlee .......................................... 32

Weemaes Bert .................................................... 40

Weijters Bert .................................................... 22

Weiss Allen M. ............................................. 36

Weitz Barton ................................................ 56

Wen Na ……………………………………..77

White Tiffany ................................................. 4 Tiffany Barnett ............................. 69, 85

Williams Patti ............................................. 24, 66

Wilson Andrew .............................................. 63

Wong Jimmy ................................................ 54 Nancy ................................................ 81

Wood Stacy ................................................... 4 Stacy L. ....................................... 55, 63 Wendy ............................................... 36

Wu Eugenia ............................................. 48

Wudarzewski Amanda ............................................. 83

Wyer Robert ............................................... 71 Robert S. ..................................... 65, 85

X Xia

Lan .................................................... 53 Xie

Guang-Xin (Vincent) ......................... 41 Xu

Alison Jing ......................................... 69 Y Yan

Dengfeng .......................................... 85 Yang

Lifeng ................................................ 36 Xiaojing ....................................... 22, 80

Yáng Haiyang ............................................. 36

Yap Andy .................................................. 40

Yeh Yi-Hsin .............................................. 36

Yi Sunghwan ........................................... 4

Yoon Carolyn .............................. 4, 59, 68, 83 Sukki ..................................... 54, 80, 81

Yorkston Eric ...................................................... 4

Z Zeelenberg

Marcel ............................................... 38 Zemack-Rugar

Yael ................................................... 57 Zhang

Charles Y. Z. ..................................... 67 Jing ................................................... 54 Shuoyang .......................................... 39 Xieheng Maxine ................................ 36 Ying ................................................... 70

Zhao Min ........................................ 37, 80, 83

Zheng Yuhuang ............................................ 36

Zhong Chen-Bo ............................................ 82

Zhu Juliet (Rui) ................................... 48, 67 Meng ..................................... 54, 58, 59

95

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the ConneCted Customer The Changing Nature of Consumer and Business MarketsStefan H.K. Wuyts, Marnik G. Dekimpe, Ph.D., Els Gijsbrechts, and F G.M. Pieters (Eds.)January 2010 - 384 pages

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Brand meaning Mark Batey February 2008 - 288 pages

handBook of Consumer PsyChology Curtis P. Haugtvedt, Paul M. Herr, Frank R. KardesFebruary 2008 -1,296 pages

Consumer Behavior and advertising involvement Selected Works of Herbert E. Krugman Edward P. KrugmanJune 2008 - 368 pages

Forthcoming:the aging Consumer Perspectives From Psychology and Economics Aimee Drolet, Norbert Schwarz, and Carolyn Yoon (Eds. )May 2010 - 304 pages

Consumer Behavior knowledge for effeCtive sPorts and event marketing Lynn R. Kahle and Angeline Close (Eds.) August 2010 - 304 pages

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Jasm

ine

Pal

m

Sab

al

Saw

gra

ss

Tra

ck

1

2 3

4 5

6 7

7:30

AM

– 5

:00

PM

RE

GIS

TR

AT

ION

(G

rand

Pal

m C

olon

nade

)

7:30

AM

– 8

:15

AM

B

RE

AK

FA

ST

(G

rand

Pal

m C

olon

nade

) 8:

15 A

M –

9:3

0 A

M

M

enta

l Acc

ount

ing

and

Con

text

Effe

cts

T

he In

fluen

ce o

f Con

stru

al

Leve

l on

Pre

-dec

isio

nal,

Act

ual a

nd P

ost-

deci

sion

al

Info

rmat

ion

Pro

cess

es

M

emor

y an

d F

ocus

E

ffect

s

S

elf-

Con

trol

and

D

eple

tion

P

erce

ptio

ns o

f "P

ower

"

Civ

ic C

onsu

mer

ism

: F

ield

Stu

dies

of

Pro

soci

al C

onsu

mer

B

ehav

ior

Effe

cts

of S

ocia

l E

xclu

sion

on

Con

sum

ptio

n:

Pro

cess

es a

nd

Con

sequ

ence

s

9:30

AM

– 9

:45

AM

B

RE

AK

(G

rand

Pal

m C

olon

nade

) 9:

45 A

M –

11:

00 A

M

N

ew D

isco

verie

s in

B

rand

ing

In P

ursu

it of

the

Prim

e S

uspe

cts:

Insi

ghts

from

S

econ

d G

ener

atio

n R

esea

rch

on N

onco

nsci

ous

Influ

ence

s of

Con

sum

er B

ehav

ior

Cue

Sub

stitu

tion:

In

fere

ntia

l Pro

cess

in

Judg

men

ts o

f P

sych

olog

ical

Dis

tanc

e an

d M

etac

ogni

tive

Exp

erie

nce

U

nder

stan

ding

Soc

ial

Influ

ence

: Whe

n D

o S

ocia

l Sig

nals

Hav

e an

Im

pact

M

e, M

ysel

f and

I: T

he

Effe

ct o

f Ide

ntity

Con

flict

on

Pro

duct

Cho

ice

Con

stra

ints

and

C

onse

quen

ces:

P

sych

olog

ical

R

eact

ance

in

Con

sum

ptio

n C

onte

xts

M

ater

ialis

m a

nd

Con

sum

ptio

n of

C

ount

erfe

it P

rodu

cts

11:0

0 A

M –

11:

15 A

M

BR

EA

K (

Gra

nd P

alm

Col

onna

de)

11:1

5 A

M –

12:

15 P

M

D

IST

ING

UIS

HE

D S

PE

AK

ER

: JO

HN

BA

RG

H (

Bird

/Indi

an/L

ong

Key

) ―U

ncon

scio

us In

fluen

ces

on C

onsu

mer

Beh

avio

r‖

12:3

0 P

M –

2:0

0 P

M

A

WA

RD

S A

ND

BU

SIN

ES

S L

UN

CH

EO

N (

Saw

yer/

Tar

pon

Key

)

2:15

PM

– 3

:30

PM

D

isse

rtat

ion

Pro

posa

l C

ompe

titio

n A

war

d W

inne

rs

B

ackl

ash

to A

dver

tisin

g

Fam

iliar

ity a

nd F

luen

cy

"C

omm

itmen

t" in

C

onsu

mer

Cho

ice

T

he Im

plic

atio

n of

C

ultu

ral V

alue

s fo

r C

onsu

mpt

ion:

Goi

ng

Bey

ond

Indi

vidu

alis

m

and

Col

lect

ivis

m

S

ilver

Lin

ings

: The

Bad

(R

atin

gs),

The

Dum

b (C

onsu

mer

s), a

nd T

he

Ugl

y (L

awye

rs)

How

Doe

s it

Rea

lly

Fee

l? T

he N

eura

l B

ases

of E

mot

iona

l E

xper

ienc

e an

d P

erce

ptio

n in

Con

sum

er

Beh

avio

r

3:30

PM

– 3

:45

PM

B

RE

AK

(G

rand

Pal

m C

olon

nade

) 3:

45 P

M –

5:0

0 P

M

C

orpo

rate

Soc

ial

Res

pons

ibili

ty: N

ew

Dire

ctio

ns a

nd

Per

spec

tives

D

ual P

roce

ss T

heor

ies

in

Con

sum

er B

ehav

ior

The

Fal

libili

ty o

f C

onsu

mer

Mem

ory

Bef

ore,

Dur

ing

and

Afte

r C

onsu

mpt

ion

Exp

erie

nce

S

tand

ards

and

C

onst

ruct

ion

of H

edon

ic

Val

ue

M

inds

ets

and

Cro

ss-

Cul

tura

l Effe

cts

Is

sues

Lin

king

Firm

s an

d C

onsu

mer

s

F

ear

of L

oss

and

Aro

usal

5:30

- ?

??

B

EA

CH

BA

SH

(B

reck

enrid

ge B

uild

ing

Nor

th D

eck

and

Nor

th B

each

)

An

nu

al Co

nferen

ce of th

e So

ciety for C

on

sum

er Psych

olo

gy 2010

S

aturd

ay Sch

edu

le

Ro

om

Ban

yan

Citru

s G

lades

Jasmin

e P

alm

Sab

al S

awg

rass

Track

1

2 3

4 5

6 7

7:30 AM

– 1:00 PM

RE

GIS

TR

AT

ION

(Grand P

alm C

olonnade)

7:30 AM

– 8:15 AM

B

RE

AK

FA

ST

(Grand P

alm C

olonnade) 8:15 A

M – 9:30 A

M

C

orporate Social

Responsibility and

Consum

ers

G

oals and Goal P

rogress

Sensory E

xperience and C

onsumer B

ehavior

Strategic and Im

pulsive A

llocation of Attention:

Behavioral and E

motional

Consequences

S

elf-Aw

areness, S

atisfaction and C

omparative P

rocesses

It's W

ho You A

sk and H

ow Y

ou Ask

Learning about C

omm

unications from

Research on O

lder and Y

ounger Consum

ers

9:30 AM

– 9:45 AM

B

RE

AK

(Grand P

alm C

olonnade) 9:45 A

M – 11:00 A

M

P

ro-Social C

onsumer

Behaviors

H

ow F

eedback Influences S

equences of Goal A

ctions

P

rofits, Num

bers, and S

chemas: W

hat and H

ow C

onsumers Infer

E

motions, P

redictions, and D

ecisions: Som

e R

ecent Findings

Beautiful M

yths and Inconvenient T

ruths: Investigating the Im

pact of P

roduct Aesthetics on

Consum

er Judgments

and Behaviors

The N

eglected D

imension of A

ffective S

tates: New

Findings on

the Effects of

Relaxation, A

nxiety, and A

rousal on Consum

er B

ehavior

A

nthropomorphism

and C

onsumer B

ehavior

11:00 AM

– 11:15 AM

B

RE

AK

(Grand P

alm C

olonnade) 11:15 A

M – 12:15 P

M

D

IST

ING

UIS

HE

D S

PE

AK

ER

: PA

UL

SL

OV

IC (B

ird/Indian/Long Key)

“Ad

ventu

res with

the A

ffect Heu

ristic”

12:30 PM

– 2:00 PM

LU

NC

HE

ON

and

PR

ES

IDE

NT

IAL

AD

DR

ES

S (S

awyer/T

arpon Key)

2:15 PM

– 3:30 PM

Green M

arketing: S

purring Pro-

Environm

ental C

onsumption,

Conservation, and S

ustainability

B

eyond Positive A

ffect: B

ehavioral Consequences of

Fluency E

xperiences

N

ew F

indings in Inform

ation Processing

T

he Role of E

motions in

Self-control D

ilemm

as

C

ategories and M

etaphors

W

hen Consum

ers‘ M

ental Processing

Becom

es a Source of

New

Product V

alue

S

atisfaction Processes

and Evaluation of

Experience

3:30 PM

– 3:45 PM

B

RE

AK

(Grand P

alm C

olonnade) 3:45 P

M – 5:00 P

M

C

onsumer H

ealth

T

he Psychological

Consequences of G

oals

It‘s All R

elative: How

F

rames of R

eference Influence C

onsumer

Budgeting and

Willingness to P

ay

P

rediction and F

orecasting

P

erceptions of Visual

Information

C

hoice Confidence

"M

e and You and

Everyone W

e Know

": A

Story of V

alue Creation

in Social N

etworks

4:00 PM

– 4:50 PM

JCP

Area E

dito

r’s Meetin

g (R

oyal Tern)

5:00 PM

– 6:00 PM

JCP

Ed

itorial B

oard

Meetin

g (T

arpon Key)

annual conference of the society for consumer …3 scp 2010 st. pete beach, fl welcome to scp 2010!...

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