full program managerially relevant consumer...

FULL PROGRAM

MANAGERIALLY RELEVANT CONSUMER INSIGHTS

JULY 5 – 7, 2019

BERN, SWITZERLAND

Conference Co-Chairs:

June Cotte, Ivey Business School, Canada

Wayne Hoyer, University of Texas at Austin, USA

Harley Krohmer, University of Bern, Switzerland

Thank you!

We couldn’t have done this conference without the time and talent of a great number of people, from the submitting authors to the reviewers and the Program Committee. Thank you all for making this first CBSIG conference a reality!

Also, thank you very much to our sponsors.

June, Wayne, and Harley

Thanks again to our wonderful Program Committee!

Amber Epp, University of Nebraska Andrea Morales, Arizona State University Andreas Fürst, University of Nurenberg, Germany Andrew Stephen, Oxford University Aner Sela, University of Florida Aric Rindfleisch, University of Illinois Barbara Kahn, Wharton Bettina Nyffenegger, University of Bern, Switzerland Cait Lamberton, University of Pittsburgh Carlos Torelli, University of Illinois Christoph Fuchs, Technical University of Munich, Germany Claudia Townsend, University of Miami CW Park, University of Southern California Debbie MacInnis, University of Southern California Dip Biswas, University of South Florida Don Lehmann, Columbia University Eileen Fischer, York University HaeEun Chun, Cornell University Harley Krohmer, University of Bern John Deighton, Harvard Business School Joseph Goodman, Ohio State University June Cotte, Ivey Business School Kelly Haws, Vanderbilt University Kevin Lane Keller, Darmouth College Lara Lobschat, University of Groningen, The Netherlands Linda Price, University of Oregon Lisa Cavanaugh, University of British Columbia Lucia Malaer, University of Bern, Switzerland Markus Giesler, York University Martin Schreier, Business University of Vienna, Austria Matt Thomson, Ivey Business School Maura Scott, Florida State University Michelle Weinberger, Northwestern University Nathalie Spielmann, NEOMA Business School, France Nicole Koschate-Fischer, University of Nurenberg, Germany Niraj Dawar, Ivey Business School Rajeev Batra, University of Michigan Rajesh Bagchi, Virginia Tech Ravi Mehta, University of Illinois Reto Hofstetter, University of Lucerne, Switzerland Richard Lutz, University of Florida Robin Coulter, University of Connecticut Ryan Hamilton, Emory University Simona Botti, London Business School Sonia Basu Monga, Rutgers University Steve Nowlis, Washington University Susan Fournier, Boston University Tatjana Ackermann, University of Frankfurt Timothy Heath, University of South Florida Vanessa Patrick, University of Houston Wayne Hoyer, University of Texas-Austin Xin (Shane) Wang, Ivey Business School

We couldn’t do it without you: Thanks to the Ad-Hoc Reviewers!

Annika Abell Alexander C. LaBrecque Dionysius Ang Shashi Matta Kate Barasz Brent McFerran Daniel M. Bartels Hillary Mellema Lien-Ti Bei Claude Messner Anouk Bergner Mauricio Mittelman Leif Brandes Michael Moorehouse C. Miguel Brendl Tinashe Ndoro Eva Buechel Gergana Y. Nenkov Ramnath Chellappa Marcelo Vinhal Nepomuceno Rocky Peng Chen Casey Newmeyer Yu (Viviane) Chen Peter Nguyen Mohamad Chour Marcia Nißen Vasileios Davvetas Genevieve O'Connor Adamantios Diamantopoulos Hyewon Oh Kristen Diehl Joseph Ollier Michael Dorn Ethan Pancer Rod Duclos Dikla Perez Lea Dunn Francine Petersen Isabelle Engeler Hazel Pettifor Ali Faraji-Rad Christine Ringler Valerie Folkes Joseph Ryoo Tripat Gill Shelle Santana Whitney Ginder Julie Schiro Miranda Goode Jonas Schmidt Lauren Grewal Marting Schreier Jamie Grigsby Edith Shalev Johannes D. Hattula Daniel Sheehan Nadine Hietschold Bonnie Simpson Bettina Hochli Reema Singh Donna Hoffman Nathalie Spielmann Chris Hydock Florian Stahl Jamie Hyodo Sabrina Stockli He (Michael) Jia Jennifer Stoner Emma Joenpolvi Courtney Szocs Andrea Kähr Anh Thu Sahar Karimi Veronica Valli Mansur Khamitov Ela Veresiu Uzma Khan Poornima Vinoo Saejoon Kim Franziska Völckner Argiro Kliamenakis Jared Watson Alena Kostyk Liezl-Marié van der Westhuizen Aleksandra Kovacheva Kate White Rob Kozinets Keith Wilcox Kirk Kristofferson Cesar Zamudio Mirja Kroschke Kuangjie Zhang Dinesh Kumar

QUICK PROGRAM OVERVIEW

FRIDAY, JULY 5

COCKTAIL WELCOME RECEPTION

18:00-20:00 K Bar and Lounge

SATURDAY, JULY 6

Session 1.1: BRANDING – The Brand and Other Consumers 9:00-10:15 Bellevista 5 Session 1.2: PRICING 9:00-10:15 Sopra 2+3

COFFEE BREAK 10:15-10:30 Sopra Grande

Session 2.1: BRANDING – Brand Strategy 10:30-12:00 Bellevista 5 Session 2.2: SERVICE AND SELF-SERVICE 10:30-12:00 Sopra 2+3

LUNCHEON AND KEYNOTE SPEAKER: Marc Langenbrinck CEO Mercedes-Benz Switzerland

12:00-13:30 Bellevista 2-4

Session 3.1: PROSOCIAL CONSUMPTION 14:00-15:30 Bellevista 5 Session 3.2: MANAGING DIGITAL 14:00-15:30 Sopra 2+3


Session 4.1: CONSUMER SENSES AND ANTHROPOMORPHISM

15:45-17:15 Bellevista 5

Session 4.2: PRODUCTS, PACKAGING, AND BUNDLES 15:45-17:15 Sopra 2+3

POSTER SESSION AND COCKTAIL RECEPTION SPONSORED BY:

17:30-19:00 Sopra Grande

SUNDAY, JULY 7

Session 5.1: ARTIFICIAL INTELLIGENCE 9:00-10:15 Bellevista 5 Session 5.2: ONLINE REVIEWS 9:00-10:15 Sopra 2+3


Session 6.1: LOYALTY, WOM, RECALLS 10:30-12:00 Bellevista 5 Session 6.2: CONSUMER WELL-BEING 10:30-12:00 Sopra 2+3

LUNCHEON AND KEYNOTE SPEAKER: Monika Schulze Global Head of Customer & Digital Experience Zurich Insurance Company

12:00-13:30 Bellevista 2-4

Session 7.1: THE EDITORS TALK: MANAGERIALLY RELEVANT CONSUMER INSIGHTS


GALA DINNER AND BOAT CRUISE SPONSORED BY:

17:00 – 22:00

FULL PROGRAM DETAILS

FRIDAY, JULY 5

COCKTAIL WELCOME RECEPTION

18:00-20:00 K Bar and Lounge

SATURDAY, JULY 6

Session 1.1 BRANDING – The Brand and Other Consumers Session Chair: Wayne D. Hoyer (University of Texas at Austin) How Consumer Brand Sabotage Affects Other Consumers – The Differential Role of Self-Brand Connection Andrea Kähr, (University of Bern), Bettina Nyffenegger (University of Bern), Mansur Khamitov, (Nanyang Technological University), Harley Krohmer (University of Bern), Wayne D. Hoyer (University of Texas at Austin) Using Specific Counter-Emotions to Improve Damaged Brand Image C. Miguel Brendl (University of Basel, Switzerland, Vincent Nijs (Rady School of Management, UCSD), Jana Moeller (University of Berlin), Eva Walther (University of Trier) Mix-and-Match vs. Head-to-Toe: How Brand Combinations Affect Observer Inferences and Trust Isabelle Engeler (IESE Business School), Kate Barasz (Harvard Business School)


Session 1.2 PRICING

Session Chair: Ryan Hamilton (Emory University) Payment account settings matter: A further investigation of the mobile-premium effect on spending Rufina Gafeeva (Independent researcher), Simon McNair (University of Leeds) When is HILO Low? Price Image Formation Based on EDLP versus HILO Pricing Strategies Daniel Sheehan (University of Kentucky), Ryan Hamilton (Emory University), Ramnath K. Chellappa (Emory University)

9:00-10:15 Sopra 2+3

COFFEE BREAK


Session 2.1 BRANDING – Brand Strategy Session Chair: Barbara E. Kahn (University of Pennsylvania) Brand Selfies: Risks and Rewards of Consumers Taking Self-Photos with Brands Reto Hofstetter (University of Lucerne), Gabriela Kunath (University of Lucerne), Leslie John (Harvard Business School) Wish You Were Here? The Effects of FOMO-Inducing Content on Brand Equity Jacqueline R. Rifkin (Duke University), Cindy Chan (University of Toronto), Barbara E. Kahn (University of Pennsylvania) The Brand That Wasn't There: The Impact of Product Displacement on Brand Outcomes Kirk Kristofferson (Western University), Lea Dunn (University of Washington) A Typology of Perceived Brand Localness Profiles: Empirical Assessment and Implications for Local Branding Strategy Vasileios Davvetas (Leeds University Business School), Adamantios Diamantopoulos (University of Vienna)


Session 2.2 SERVICE AND SELF-SERVICE Session Chair: Jamie D. Hyodo (University of Nebraska – Lincoln) Would you like to reschedule? The influence of a provider’s missed service encounter on customer behavior. Genevieve E. O’Connor (Fordham University), Casey E. Newmeyer (Case Western Reserve University) How Convenient! An Examination of the Planning Fallacy and its Impact on the Perceived Value of Convenience Services Alexander C. LaBrecque (Michigan State University), Jonathan Beck (Michigan State University), G. Tomas M. Hult (Michigan State University) Effects of Egoism on Service Failure Recovery Lien-Ti Bei, (National Chengchi University), Li-Keng Cheng (Tatung University) The Risks of Serving Growth-Minded Consumers in an Increasingly DIY Marketplace Matthew J. Hall (University of Nebraska – Lincoln), Jamie D. Hyodo (University of Nebraska – Lincoln)

10:30-12:00 Sopra 2+3

LUNCHEON AND KEYNOTE SPEAKER CBSIG Welcome MSI Presentation – Barbara Kahn Keynote Speaker: Marc Langenbrinck CEO Mercedes-Benz Switzerland

12:00-13:30 Bellevista 2-4

Session 3.1 PROSOCIAL CONSUMPTION Session Chair: Bonnie Simpson (Western University) Crowdfunding Shifts Consumer Preferences Toward Social Good Products Bonnie Simpson (Western University), Martin Schreier (WU Vienna), Sally Bitterl (WU Vienna), Katherine White (University of British Columbia) Strategic Purchase of CSR Perceptions: Consumer Responses to the Acquisition of Socially Responsible Firms Bianca Grohmann (Concordia University), Argiro Kliamenakis (Concordia University), H. Onur Bodur (Concordia University) The Upcycling Effect Michael Schulz (University of Cologne), Franziska Völckner (University of Cologne), Monika Imschloss (University of Cologne) What Makes Content Viral in the Prosocial Domain? The Surprising Power of Sadness Julie L. Schiro (University College Dublin)


Session 3.2 MANAGING DIGITAL Session Chair: Andrew Stephen (University of Oxford) "Please Rate Your Experience": The Effect of Calls to Action on Website User Conversion Lior Zalmanson (University of Hifa), Gal Oestreicher-Singer (Tel-Aviv University), Dikla Perez (Bar-Ilan University) “Get started”: Dynamic Framing of the Registration Button Helps Convert Website Visitors into Actual Users of Digital Services Johannes D. Hattula (Imperial College London), Rajesh Bhargave (Imperial College London), Ravi Dhar (Yale University) Red Flag! The Consequences of Alerting Consumers to Fake Reviews Jared Watson (New York University), Amna Kirmani (University of Maryland) Social Media Consumption and Psychological Well-Being Cammy Crolic (University of Oxford), Andrew Stephen (University of Oxford), Peter Zubcsek (Tel Aviv University), Gillian Brooks (University of Oxford)

14:00-15:30 Sopra 2+3

COFFEE BREAK


Session 4.1 CONSUMER SENSES AND ANTHROPOMORPHISM Session Chair: Rik Pieters (University of Tilberg) Look but Don’t Touch! The Impact of Active Interpersonal Haptic Blocking on Compensatory Touching Christine Ringler (University of Alabama), Nancy J. Sirianni (University of Alabama), Anders Gustafsson (Norwegian Business School), Joann Peck (University of Wisconsin-Madison) Using the Sixth Sensory System for Food Evaluations: Effects of Sitting versus Standing Postures on Food Perception Courtney Szocs (Louisiana State University), Dipayan Biswas (University of South Florida), Annika Abell (University of South Florida) Alexa Order Groceries For Me! Anthropomorphization Increases Online Grocery Shopping Satisfaction Reema Singh (Stockholm School of Economics), Magnus Söderlund (Stockholm School of Economics) Digital Frontlines: Anthropomorphic design considerations for conversational agents Joseph Ollier (ETH Zürich), Marcia Nißen, (ETH Zürich), Florian von Wangenheim (ETH Zürich)


Session 4.2 PRODUCTS, PACKAGING, AND BUNDLES Session Chair: Ethan Pancer (Saint Mary’s University) Visual Ambiguity in Product Design Predicts Crowdfunding Success Ethan Pancer (Saint Mary’s University), Theodore J. Noseworthy (York University), Simon J. Blanchard (Georgetown University), Maxwell Poole (Saint Mary’s University) Do Ads Harm News Consumption? Shunyao Yan (Goethe University Frankfurt), Klaus Miller (Goethe University Frankfurt), Bernd Skiera (Goethe University Frankfurt) It’s Not the Thought that Counts: Negative Effect of Attractive Gift-Wrapping Uzma Khan (University of Miami), Nathan Novemsky (Yale University), and Ravi Dhar (Yale University) Misguided preference for mysterious consumption Eva Buechel (University of Southern California), Ruoou Li (University of South Carolina)

15:45-17:15 Sopra 2+3

POSTER SESSION AND COCKTAIL RECEPTION SPONSORED BY:

Benevolent Luxury? How Education Level Shapes Consumers’ Perception of Luxury Brands Francine Petersen (HEC Lausanne) The Psychological Distance of Brands Simone E. Griesser (Warwick University), Qing Wang (Warwick University), Thomas T. Hills (Warwick University) A Glass Wide Open: How Glass Shape Influences Consumer Willingness-To-Pay Nathalie Spielmann (NEOMA Business School), Patricia Rossi (IESEG School of Management) Lifting the Veil: The Benefits of Cost Transparency Bhavya Mohan (University of San Francisco), Ryan Buell (Harvard Business School), Leslie John (Harvard Business School) Information Format and the Use of Decision Aids in E-Commerce Hillary Mellema (Saginaw Valley State University), Jamie L. Grigsby (Midwestern State University), César Zamudio (Kent State University) Effects of Product Anthropomorphism on Brand Choice of Complementary Accessories He (Michael) Jia (The University of Hong Kong), B. Kyu Kim (Yonsei University), Echo Wen Wan (The University of Hong Kong), C. Whan Park (University of Southern California) Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations Amir Sepehri (Western University), Rod Duclos (Western University), Kirk Kristofferson (Western University), Hamid Elahi (Western University)


Consumers’ response to consistency-based corporate social responsibility (CSR) positioning: What are the strategic and ethical implications? Whitney Ginder (Georgia College & State University), Wi-Suk Kwon (Auburn University), Sang-Eun Byun (University of South Carolina) Wanting a “Good Cry”: Cultural Differences in Expected Emotion Consumption from Movie Genres Aaron J. Barnes (University of Illinois at Urbana-Champaign), Doreen Shen (University of Illinois at Urbana-Champaign), Jennifer Stoner (University of North Dakota) Unpacking the Surprise Box: The Impact of Gender on Preferences for Surprise Offerings Aleksandra Kovacheva (University at Albany), Hristina Nikolova (Boston College), Cait Lamberton (University of Pittsburgh) Online communities – why consumers join them? Online communities’ consumers types in banking sector. Marta Grybś-Kabocik (University of Economics in Katowice) What’s the Point of Points? How Consumers Perceive, Save, and Spend Loyalty Points Shelle Santana (Harvard Business School), Priya Raghubir (New York University) Ethnicity and advertising; representation in a newly-divided Britain Candan Celik Elmer (University of Central Lancashire), Paul Antony Elmer (University of Westminster) The impact of Owned Social Media Content from Online Communities on Commercial Performance Marcelo Vinhal Nepomuceno (HEC Montréal), Alejandro Posada (University of Montreal), Tolga Cenesizoglu (HEC Montréal), Laurent Charlin (HEC Montréal) How does Religion Affect Consumer Response to Failure and Recovery by Firms? Jamie D. Hyodo (University of Nebraska), Lisa E. Bolton (Pennsylvania State University) How Team Diversity Impacts Judgments of Moral Behavior Nivriti Chowdhry (Rice University), Ajay Kalra (Rice University)

Does kin care make us better consumers? The effect of the kin care motive on sustainable behavior Magdalena Bekk (University of Cologne), Franziska Völckner (University of Cologne), Valentyna Melnyk (Massey University), Matthias Spörrle (Seeburg Castle University) Sponsorships on Social Media: The Downside of Influencer Popularity Jana Gross (ETH Zurich), Zhiying Cui (ETH Zurich), Florian von Wangenheim (ETH Zurich) “You’re Not Perfect But You’re Still My Favorite.” A New Measure for Self-Brand Congruence Tripat Gill (Wilfrid Laurier University), Floortje Wijnands (Maastricht University) Leveraging the First Impression: Development and Empirical Evaluation of a Chatbot Onboarding Design Framework Marcia Nißen (ETH Zurich), Alina Asisof (Accenture), Florian von Wangenheim (ETH Zurich), Dominik Rüegger (ETH Zurich), Tobias Kowatsch (University of St. Gallen) Beyond Nudging: Anchoring Consumer Boosting in the Service Dominant Logic Martin Bieler (University of St. Gallen), Peter Maas (University of St. Gallen) The Moderating Effect of Cultural Differences Across Countries on Consumers’ Willingness to Share Personal Information Christopher Schumacher (University of St. Gallen), Peter Maas (University of St. Gallen)

SUNDAY, JULY 7

Session 5.1 ARTIFICIAL INTELLIGENCE Session Chair: Uzma Khan (University of Miami) Understanding Consumers Preference for Artificial Intelligence Uzma Khan (University of Miami), May Yuan (University of Miami), Ajay Kalra (Rice University) Using Consumer Experience Research to Fuel AI Enabled Customer Services Anna Sampson (Shopify) Machine Talk: How Conversational Interfaces Promote Brand Intimacy and Influence Consumer Choice Anouk Bergner (University of Geneva), Christian Hildebrand (University of Geneva), Gerald Häubl (University of Alberta)


Session 5.2 ONLINE REVIEWS Session Chair: Leif Brandes (University of Lucerne) When Novices Have More Impact than Experts: Empirical Evidence from Online Review Platforms Peter Nguyen (Western University), Xin (Shane) Wang(Western University), Xi Li (City University of Hong Kong), and June Cotte (Western University) Post-Consumption Susceptibility of Online Reviewers to Random Weather-Related Events Leif Brandes (University of Lucerne), Yaniv Dover (Hebrew University of Jerusalem) Managing Online Venting: The Impact of Temporal Distance on the Perception of Negative Online Reviews Lauren Grewal (Dartmouth College), Andrew T. Stephen (University of Oxford), Yakov Bart (Northeastern University)

9:00-10:15 Sopra 2+3

COFFEE BREAK


Session 6.1 LOYALTY, WOM, RECALLS Session Chair: Brent McFerran (Simon Fraser University) Deny the Voice Inside: Accessible Attitudes Can Impair Choice and Reduce Word-of-Mouth in Social Contexts Aaron J. Barnes (University of Illinois at Urbana-Champaign), Sharon Shavitt (University of Illinois at Urbana-Champaign) The Value of a VIP’s Guest: Word-of-Mouth Reactions to Preferential Treatment Brent McFerran (Simon Fraser University), Jennifer J. Argo (University of Alberta) Progress Feedback in Hierarchical Loyalty Programs and its Effect on Purchase Efforts Yuping Liu-Thompkins (Old Dominion University), F. Javier Sese (University of Zaragoza), Mirja Kroschke (University of Muenster) The Role of Customer-Focused Recall Campaigns and Channel Quality in Product Recall Effectiveness Vivek Astvansh (Indiana University Bloomington), Kersi D. Antia (Western University), Xin (Shane) Wang (Western University)


Session 6.2 CONSUMER WELL-BEING Session Chair: Mohamad Chour (EDHEC Business School) Single-Fathers Families : An Emerging Market Segment in an Era of Blurred Boundaries Mohamad Chour (EDHEC Business School) From Market Avoidance to Market Approach! Insights on Stigma Management in a Fat Acceptance Movement. Nada Sayarh (University of Geneva) Improving Financial Inclusion in Banking Deserts through Communal Financial Orientation Martin Mende (Florida State University),Linda Court Salisbury (Boston College), Gergana Y. Nenkov (Boston College), Maura L. Scott (Florida State University)

10:30-12:00 Sopra 2+3

LUNCHEON AND KEYNOTE SPEAKER CBSIG News and Awards Keynote Speaker: Monika Schulze Global Head of Customer & Digital Experience Zurich Insurance Company

12:00-13:30 Bellevista 2-4

Session 7.1 THE EDITORS TALK: MANAGERIALLY RELEVANT CONSUMER INSIGHTS Session Chair: June Cotte (Ivey Business School) This session will not be a typical “Meet the Editors” session. Rather, participating Editors will discuss the conference theme, and what that means for research and publication. Participants: Margaret C. Campbell, Journal of Consumer Research John Hulland, Journal of the Academy of Marketing Science Andrew Stephen, International Journal of Research in Marketing Page Moreau, Journal of Marketing Robert Meyer, Journal of Marketing Research Priya Raghubir, Journal of Consumer Psychology


GALA DINNER AND BOAT CRUISE SPONSORED BY:

17:00 – 22:00

full program managerially relevant consumer...

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