Association for Consumer Research
Volume XLIII
PROCEEDINGS
Editors
Kristin Diehl
Carolyn Yoon
ACR 2015
ASSOCIATION FOR CONSUMER RESEARCHAdvances in Consumer Research, Volume 43
Kristin Diehl, Carolyn Yoon2015 Copyright © ASSOCIATION FOR CONSUMER RESEARCH
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of the publisher.
International Standard Book Number (ISBN): 978-0-915552-00-9
Association for Consumer Research
Labovitz School of Business & Economics University of Minnesota Duluth
11 East Superior Street, Suite 210 Duluth, MN 55802
iii Advances in Consumer ResearchVolume 43, ©2015
Preface
It was our great pleasure to co-chair the 2015 North American Conference of the Association for Consumer Research in
New Orleans, from Oct. 1 to 4. This volume reports the presentations made in special sessions, competitive paper sessions,
working paper session, roundtables, the film festival, and the Forums program.
This year’s conference theme was “Advancing Connections.” It was inspired by a desire to build better connections
across different research paradigms and approaches and to facilitate connections among academics, practitioners, and public
policy makers, as well as to consumers. We felt strongly that there is greater need for the ACR membership to engage across
methodological and theoretical divides and to connect also with key constituencies outside academia.
In keeping with this conference theme, we opted to include invited sessions spanning a broad range of topics and perspectives
that offered numerous opportunities for members to gain access to knowledge/ideas that are typically not represented at ACR.
In recent years, many members of the ACR community have expressed the desire for more research endeavors that take
a broader perspective and have the potential to make greater impact on theory and practice. We hoped and believed that when
we individually and collectively reach across research silos and make meaningful connections it will promote rigorous and
relevant work that generates important insights about consumer behavior. This year’s program was intended to facilitate many
opportunities to advance such connections.
The 2015 ACR conference attracted 1275 participants, 114 special session proposals (49% of which were accepted), 510
competitive paper submissions (38% accepted), 369 working paper submissions (68% accepted), 10 roundtable proposals (90%
accepted) and 16 film festival submissions (87% accepted).
A few things were new to ACR this year:
• Special Symposium: This offered a unique opportunity to learn about the latest advances in memory research by three
experts: Lynn Hasher, Elizabeth Kensinger, and Donna Rose Addis.
• Data Blitz: Ten working papers were selected by Claudiu Dimofte and Anirban Mukhopadhay to be presented as a
talk instead of a regular poster. Each presentation in this session provided highlights of the research in a stimulating
5-minute talk.
• Starting times for presentations: All presentations in the regular paper sessions followed the same time schedule. This
enabled audience members to attend a talk in one session and then a consecutive talk in another session without having
to miss parts of either talk. No more entering in the middle of the talk you came to see! Each presentation had 20 minutes
including Q&A. Starting times for each talk within a session were noted in the program to easily facilitate switching.
This conference would not have been possible without the tireless efforts of many dedicated, wonderful people. We are
es-pecially grateful to Executive Director Rajiv Vaidyanathan, Conference Manager Paula Rigling, and website manager Aleksey
Cherfas. We also wish to thank Membership Executive Manager Praveen Aggarwal, Communication Executive Manager Ekant
Veer, and administrative coordinator Anna Potrawiak.
A big thank you to co-chairs of various tracks, including Claudiu Dimofte and Anirban Mukhopadhyay (Working Papers),
Hans Baumgartner and Rebecca Hamilton (Forum Program), Marylouise Caldwell and Paul Henry (Film Festival), Amber Epp
and Page Moreau (Doctoral Symposium), Stefano Puntoni and Kate White (Pre-Tenure Mid-Career Mentorship Program), Tom
Meyvis, Joe Nunes, and Leif Nelson (Post-Tenure Mid-Career Mentorship Program).
We are also deeply grateful to our Program Committee, Competitive Paper Associate Editors, Competitive Paper Review
Board Members, Working Paper Reviewers, Film Reviewers, to faculty who volunteered time for the Doctoral Symposium and
the Mid-Career Mentorship Program, Jonathan Levav for making connections to sponsors, and countless others who advised
and helped us over the past year.
Many thanks to our sponsors who generously support the mission of ACR: AMA Consumer Behavior SIG, Journal of
Consumer Psychology, Journal of Consumer Research, Journal of Marketing Research, Marketing Science Institute, Qualtrics,
University of Maryland, University of Michigan, University of Southern California, and University of Wisconsin.
We wish to acknowledge the enthusiastic assistance from PhD student volunteers from the University of Michigan and the
University of Southern California: Stephanie Carpenter, Rebecca Chae, Chaumanix Dutton, Kathrin Hanek, He (Michael) Jia,
Jennifer Lee, Bora Min, Steve Shaw, Tatiana Sokolova, Megan Subler, Arianna Uhalde, Francesca Valsesia, and Tiffany Vu.
Special thanks go to the fabulous Marketing Department at Tulane University, in particular Janet Schwartz, Mita Sujan, Harish
Su-jan, Daniel Mochon, Joon Ro, Eric Hamerman, and Emily Rosenzweig for sharing their expertise and well-kept secrets about NOLA.
Thanks to everyone who submitted their best research ensuring we could come up with a stellar program. Finally, we wish
to thank Amna Kirmani, 2015 ACR President, who entrusted us with the privilege of organizing this conference.
We sincerely hope you found the conference stimulating and packed with many opportunities to make connections!
Kristin Diehl, University of Southern California, USA
Carolyn Yoon, University of Michigan, USA
Conference Committees & Reviewers
PRESIDENT
Amna Kirmani, University of Maryland, USA
CONFERENCE CHAIRS
Kristin Diehl, Marshall School of Business, University of Southern California, USA Carolyn Yoon, Stephen M. Ross School of Business, University of Michigan, USA
PROGRAM COMMITTEE
Rashmi Adaval, Hong Kong University of Science and Technology, China
Søren Askegaard, University of Southern Denmark, Denmark
Russell Belk, York University, Canada Jim Bettman, Duke University, USA
Lisa E. Bolton, Pennsylvania State University, USA Simona Botti, London Business School, UK Susan Broniarczyk, University of Texas at Austin,
USA
Jennifer Escalas, Vanderbilt University, USA David Faro, London Business School, UK Rosellina Ferraro, University of Maryland, USA Ellen Garbarino, University of Sydney, Australia Andrew D. Gershoff, University of Texas at Austin,
USA
Ayelet Gneezy, UC San Diego, USA
Ming Hsu, University of California Berkeley, USA Chris Janiszewski, University of Florida, USA Frank R. Kardes, University of Cincinnati, USA Anat Keinan, Harvard University, USA Uzma Khan, Stanford University, USA Ellie Kyung, Dartmouth College, USA Juliano Laran, University of Miami, USA Robyn LeBoeuf, Washington University, USA
Leonard Lee, National University of Singapore, Singapore
Jonathan Levav, Stanford University, USA Sidney Levy, University of Arizona, USA Tina Lowrey, HEC Paris, France Mary Frances Luce, Duke University, USA Marius K. Luedicke, City University London, UK Nina Mazar, University of Toronto, Canada Brent McFerran, Simon Fraser University, Canada David Mick, University of Virginia, USA Cassie Mogilner, University of Pennsylvania, USA Sarah Moore, University of Alberta, Canada Andrea Morales, Arizona State University, USA Carey Morewedge, Boston University, USA Leif D. Nelson, University of California Berkeley,
USA
Oded Netzer, Columbia University, USA Jesper Nielsen, University of Arizona, USA Nathan Novemsky, Yale University, USA Cele Otnes, University of Illinois at
Urbana-Champaign, USA
Andrew W. Perkins, Washington State University, USA
Hilke Plassmann, INSEAD, France John Pracejus, University of Alberta, Canada
Priya Raghubir, New York University, USA Scott Rick, University of Michigan, USA Derek Rucker, Northwestern University, USA Gad Saad, Concordia University, Canada Jonathan Schroeder, Rochester Institute of
Technology, USA
John Sherry, University of Notre Dame, USA Suzanne Shu, University of California Los Angeles,
USA
Ale Smidts, Erasmus University, The Netherlands Oleg Urminsky, University of Chicago, USA Erica van Herpen, Wageningen University, The
Netherlands
Koert Van Ittersum, University of Groningen, The Netherlands
Stijn van Osselaer, Cornell University, USA Kathleen Vohs, University of Minnesota, USA Joachim Vosgerau, Bocconi Universaity, Italy Lawrence Williams, University of Colorado, USA David Wooten, University of Michigan, USA Eugenia Wu, University of Pittsburgh, USA Eric Yorkston, Texas Christian University, USA Gal Zauberman, University of Pennsylvania, USA Rui (Juliet) Zhu, CKGSB, China
FORUMS (PERSPECTIVES, ROUNDTABLES, & WORKSHOPS) CHAIRS
Hans Baumgartner, Pennsylvania State University, USA Rebecca Hamilton, Georgetown University, USA
FILM FESTIVAL CHAIRS
Marylouise Caldwell, University of Sydney, Australia Paul Henry, University of Sydney, Australia
WORKING PAPER CHAIRS
Claudiu Dimofte, San Diego State University, USA Anirban Mukhopadhyay, Hong Kong University of Science and Technology, China
DOCTORAL SYMPOSIUM CHAIRS
Amber Epp, University of Wisconsin-Madison, USA Page Moreau, University of Wisconsin-Madison, USA
MID-CAREER MENTORSHIP PROGRAM CHAIRS
Pre-tenure
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands Katherine White, University of British Columbia, Canada
Post-tenure
Tom Meyvis, New York University, USA Leif Nelson, University of California, Berkeley, USA
Joe Nunes, University of Southern California, USA
ASSOCIATE EDITORS
Katherine Burson, University of Michigan, USA Margaret Campbell, University of Colorado, USA Amy N. Dalton, Hong Kong University of
Science and Technology, Hong Kong, China Hope Jensen Schau, University of Arizona, USA
Dannie Kjeldgaard, University of Southern Denmark, Denmark
Robert Kozinets, York University, Canada Prashant Malaviya, Georgetown University, USA Cait Poynor Lamberton, University of Pittsburgh,
USA
L. J. Shrum, HEC Paris, France Hope Schau, University of Arizona, USA Manoj Thomas, Cornell University, USA Christian Wheeler, Stanford University, USA
SPECIAL THANKS TO
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Paula Rigling, Conference Planner, Texas, USA Anna Potrawiak, Ivey Business School, Western
University, Canada Aleksey Cherfas, Chilleesys, Inc. Aaron Christen, ACR Executive Assistant Jessica Mendez Jeffers, ACR Executive Assistant
Praveen Aggarwal, University of Minnesota Duluth, USA
Naomi Mandel, Arizona State University, USA Antonia Mantonakis, Brock University, Canada Stephanie Lin, Stanford University, USA Jonathan Levav, Stanford University, USA Bob Meyer, University of Pennsylvania, USA Don Lehmann, Columbia University, USA Kay Lemon, Boston College, USA
Ekant Veer, University of Canterbury, New Zealand Janet Schwartz, Tulane University, USA
Mita Sujan, Tulane University, USA Harish Sujan, Tulane University, USA Daniel Mochon, Tulane University, USA Joon Ro, Tulane University, USA Eric Hamerman, Tulane University, USA Emily Rosenzweig, Tulane University, USA
COMPETITIVE PAPER REVIEWERS
Lisa Abendroth, University of St. Thomas, USA Pankaj Aggarwal, University of Toronto, Canada Hamed Aghakhani, Dalhousie University, Canada Nidhi Agrawal, University of Washington, USA Melissa Akaka, University of Denver, USA Joseph W. Alba, University of Florida, USA Adam Alter, New York University, USA On Amir, UC San Diego, USA
Eduardo Andrade, FGV, Rio de Janeiro, Brazil Christina I. Anthony, University of Sydney, Australia Zachary Arens, Oklahoma State University, USA Jennifer Argo, University of Alberta, Canada Laurence Ashworth, Queen’s University, Canada Sukriye Sinem Atakan, Ozyegin University, Turkey A. Selin Atalay, Frankfurt School of Finance and
Management, Germany
Stephen Atlas, University of Rhode Island, USA Graham Austin, Montana State University, USA Nilufer Aydinoglu, Koc University, Turkey Rajesh Bagchi, Virginia Tech, USA
Emma Banister, Manchester Business School, UK Fleura Bardhi, City University London, UK Michelle Barnhart, Oregon State University, USA Daniel M. Bartels, University of Chicago, USA Debra Basil, University of Lethbridge, Canada Rajeev Batra, University of Michigan, USA Julia Bayuk, University of Delaware, USA Colleen Bee, Oregon State University, USA Aronte Bennett, Villanova University, USA Michelle Bergadaa, University of Geneva,
Switzerland
Jonah Berger, University of Pennsylvania, USA Jonathan Berman, London Business School, UK Marco Bertini, ESADE Business School, Spain Shona Bettany, University of Westminster, UK Namita Bhatnagar, University of Manitoba, Canada Amit Bhattacharjee, Dartmouth College, USA Baler Bilgin, Koç University, Turkey
Darron Billeter, Brigham Young University, USA Simon J. Blanchard, Georgetown University, USA Lauren Block, Baruch College, USA
Samuel Bond, Georgia Tech, USA Andrea Bonezzi, New York University, USA Tonya Williams Bradford, University of Notre
Dame, USA
S. Adam Brasel, Boston College, USA C. Miguel Brendl, Northwestern University, USA Neil Brigden, Miami University, USA
Julie Edell Britton, Duke University, USA Anne J. Broderick, Liverpool John Moores
University, UK
Aaron R. Brough, Utah State University, USA Sabrina Bruyneel, KU Leuven, Belgium Eva Buechel, University of South Carolina, USA Marylouise Caldwell, University of Sydney,
Australia
Kurt Carlson, Georgetown University, USA Marina Carnevale, Fordham University, USA Ryall Carroll, St. John’s University, USA
Lisa Cavanaugh, University of Southern California, USA
Mary Celsi, California State University Long Beach, USA
Dipankar Chakravarti, Johns Hopkins University, USA
Elaine Chan, Tilburg University, The Netherlands Elise Chandon Ince, University of South Carolina,
USA
Hannah Chang, Singapore Management University, Singapore
Lan Chaplin, University of Illinois-Chicago, USA Haipeng (Allan) Chen, Texas A&M University, USA Jinhee Choi, Korea University, Korea
HaeEun Helen Chun, Cornell University, USA Catherine A. Cole, University of Iowa, USA Alan D. Cooke, University of Florida, USA Gert Cornelissen, Pompeu Fabra University, Spain Carolyn Costley, University of Waikato, New
Zealand
Elizabeth Cowley, University of Sydney, Australia Elizabeth Crosby, University of Wisconsin - La
Crosse, USA
Samantha N. Cross, Iowa State University, USA Cynthia Cryder, Washington University in St. Louis,
USA
Keisha Cutright, University of Pennsylvania, USA Xianchi Dai, Chinese University of Hong Kong,
China
Peter Darke, York University, Canada Derick Davis, University of Miami, USA Bart De Langhe, University of Colorado, USA Benet DeBerry-Spence, University of Illinois at
Chicago, USA
Helene Deval, Dalhousie University, Canada Siegfried Dewitte, Katholieke University Leuven,
Belgium
Utpal Dholakia, Rice University, USA Angelika Dimoka, Temple University, USA Eric Dolansky, Brock University, Canada Courtney M. Droms, Butler University, USA David Dubois, INSEAD, France
Rod Duclos, HKUST, China
Adam Duhachek, Indiana University, USA Lea Dunn, University of Washington, USA Jane Ebert, Brandeis University, USA Danit Ein-Gar, Tel Aviv University, Israel Eric Eisenstein, Temple University, USA Francine Espinoza Petersen, European School of
Management and Technology, Germany Jordan Etkin, Duke University, USA
Douglas R. Ewing, Bowling Green State University, USA
Alexander (Sasha) Fedorikhin, Indiana University, USA
Shelagh Ferguson, University of Otago, New Zealand
Daniel Fernandes, Catholic University of Portugal, Portugal
Karen V. Fernandez, The University of Auckland, New Zealand
Philip Fernbach, University of Colorado, USA Robert Fisher, University of Alberta, Canada David Gal, University of Illinois - Chicago, USA Rajani Ganesh Pillai, North Dakota State University,
USA
Leilei Gao, Chinese University of Hong Kong, China
Meryl Gardner, University of Delaware, USA Nitika Garg, UNSW Australia
Mary C. Gilly, University of California at Irvine, USA
John Godek, Seattle Pacific University, USA Kelly Goldsmith, Northwestern University, USA Miranda Goode, Western University, Canada Stephen Gould, Baruch College, USA Eric Greenleaf, New York University, USA Vladas Griskevicius, University of Minnesota, USA Young Won Ha, Sogang University, Korea Rhonda Hadi, University of Oxford Henrik Hagtvedt, Boston College, USA Eric Hamerman, Tulane University, USA Gerald Häubl, University of Alberta, Canada Scott Hawkins, University of Toronto, Canada Kelly Haws, Vanderbilt University, USA William Hedgcock, University of Iowa, USA Kelly B. Herd, Indiana University, USA Hal Hershfield, University of California Los
Angeles, USA
Michal Herzenstein, University of Delaware, USA Christian Hildebrand, University of St. Gallen,
Switzerland
Ron Hill, Villanova School of Business, USA Elizabeth Hirschman, Rutgers University, USA JoAndrea Hoegg, University of British Columbia,
Canada
Donna Hoffman, George Washington University Margaret Hogg, Lancaster University, UK Szu-Chi Huang, Stanford University, USA Yanliu Huang, Drexel University, USA Young Eun Huh, HKUST, China
Ashlee Humphreys, Northwestern University, USA Iris W. Hung, National University of Singapore,
Singapore
Katharina C. Husemann, University of London - Royal Holloway, UK
Steffen Jahn, University of Goettingen, Germany Yuwei Jiang, Hong Kong Polytechnic University,
China
Barbara E. Kahn, University of Pennsylvania, USA Andrew Kaikati, Saint Louis University, USA Ajay Kalra, Rice University, USA
Uma R. Karmarkar, Harvard Business School, USA Eunice Kim, Pennsylvania State University, USA Soo Kim, Cornell University, USA
Rob Kleine, Ohio Northern University, USA Anne Klesse, Tilburg University The Netherlands Minjung Koo, Sungkyunkwan University, Korea
COMPETITIVE PAPER REVIEWERS (continued)
Steven Koppitsch, Bowling Green State University, USA
Thomas Kramer, University of California Riverside, USA
Ann Kronrod, Michigan State University, USA Didem Kurt, Boston University, USA Dae Hee Kwak, University of Michigan, USA Jessica Y. Y. Kwong, The Chinese University of
Hong Kong, China
Raphaëlle Lambert-Pandraud, ESCP Europe, France Kathryn LaTour, Cornell University, USA Gilles Laurent, INSEEC Business School, France Zoe Lee, University of Bath, UK
Monika Lisjak, Erasmus University, The Netherlands
Wendy Liu, UC San Diego, USA
Therese A. Louie, San Jose State University, USA David Luna, Baruch College, USA
Renaud Lunardo, KEDGE Business School, France Pauline Maclaran, Royal Holloway University of
London, UK
Ahreum Maeng, University of Kansas, USA Sam Maglio, University of Toronto, Canada Michal Maimaran, Northwestern University, USA Kelley Main, University of Manitoba, Canada Selin A. Malkoc, Washington University in St.
Louis, USA
Alan Malter, University of Illinois at Chicago, USA Naomi Mandel, Arizona State University, USA Antonia Mantonakis, Brock University, Canada Tamara Masters, Brigham Young University, USA Ted Matherly, Oklahoma State University, USA Pragya Mathur, Baruch College, USA James McAlexander, Oregon State University A. Peter McGraw, University of Colorado, USA Blake McShane, Northwestern University, USA Nicole Mead, Erasmus University Rotterdam, The
Netherlands
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Margaret G. Meloy, Pennsylvania State University, USA
Claude Messner, University of Bern, Switzerland Joan Meyers-Levy, University of Minnesota, USA Elizabeth Miller, Universiy of Massachusetts
Amherst, USA
Daniel Mochon, Tulane University, USA Risto Moisio, California State University, Long
Beach, USA
Mike Molesworth, University of Southampton, UK Alokparna (Sonia) Monga, Rutgers University, USA Ashwani Monga, Rutgers University, USA Nicole Montgomery, University of Virginia, USA David J. Moore, University of Michigan, USA Milica Mormann, University of Miami, USA James Mourey, DePaul University, USA Ashesh Mukherjee, McGill University, Canada Nira Munichor, Hebrew University of Jerusalem,
Israel
Kyle B. Murray, University of Alberta, Canada Kent Nakamoto, Virginia Polytechnic Institute and
State University, USA
Gergana Nenkov, Boston College, USA Sharon Ng, Nanyang Technological University,
Singapore
Leonardo Nicolao, UFRGS, Brazil Hristina Nikolova, Boston College, USA Hayden Noel, University of Illinois at
Urbana-Champaign, USA
Michael I. Norton, Harvard Business School, USA
Leigh Novak, Illinois State University, USA Peter Nuttall, University of Bath, UK
Stephanie O’Donohoe, The University of Edinburgh, UK
Douglas Olsen, Arizona State University, USA Nailya Ordabayeva, Boston College, USA Andrea Ordanini, Bocconi University, Italy Per Ostergaard, University of Southern Denmark,
Denmark
Grant Packard, Wilfrid Laurier University, Canada Karen Page Winterich, Pennsylvania State
University, USA
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Kiwan Park, Seoul National University, Korea Jeffrey Parker, Georgia State University, USA Alessandro Peluso, University of Salento, Italy Lisa Peñaloza, Kedge Business School, France and
EGADE Business School, Mexico Beatriz Pereira, Iowa State University, USA Anastasiya Pocheptsova, University of Maryland,
USA
T. Andrew Poehlman, Clemson University, USA Nancy Puccinelli, Oxford University, UK Priyali Rajagopal, University of South Carolina,
USA
Brian Ratchford, University of Texas at Dallas, USA Ratti Ratneshwar, University of Missouri, USA Philipp Rauschnabel, University of Michigan, USA Joseph Redden, University of Minnesota, USA Hila Riemer, Ben-Gurion University, Israel Jason Riis, University of Pennsylvania, USA Diego Rinallo, Kedge Business School, France Aric Rindfleisch, University of Illinois at
Urbana-Champaign, USA
Anne Roggeveen, Babson College, USA Randall Rose, University of South Carolina, USA William T. Ross Jr., University of Connecticut, USA Caroline Roux, Concordia University, Canada Melanie Rudd, University of Houston, USA Cristel Antonia Russell, American University, USA Ayalla Ruvio, Michigan State University, USA Aaron M. Sackett, University of St. Thomas, USA Linda Court Salisbury, Boston College, USA Adriana Samper, Arizona State University, USA Bernd Schmitt, Columbia University, USA and NTU
Singapore
Joachim Scholz, Cal Poly, SLO, USA Rom Schrift, University of Pennsylvania, USA Irene Scopelliti, City University London, UK Maura Scott, Florida State University, USA Aner Sela, University of Florida, USA Edith Shalev, Technion, Israel Eesha Sharma, Dartmouth College, USA
Hao Shen, Chinese University of Hong Kong, China Joseph Simmons, University of Pennsylvania, USA Itamar Simonson, Stanford University, USA Robert Smith, Ohio State University, USA Robin L. Soster, University of Arkansas, USA Gerri Spassova, Monash University, Australia Susan Spiggle, University of Connecticut, USA Stephen Spiller, University of California Los
Angeles, USA
Joydeep Srivastava, University of Maryland, USA Mary Steffel, Northeastern University, USA Yael Steinhart, Tel Aviv University, Israel Andrew T. Stephen, Oxford University, UK Michal Strahilevitz, Victoria University of
Wellington, New Zealand
Harish Sujan, Tulane University, USA Mita Sujan, Tulane University, USA Kwanho Suk, Korea University, Korea Ajay Sukhdial, Oklahoma State University, USA Jill Sundie, Virginia Tech, USA
Abigail B. Sussman, University of Chicago, USA Steven Sweldens, Erasmus University Rotterdam,
The Netherlands
Isabelle Szmigin, University of Birmingham, UK Rob Tanner, University of Wisconsin-Madison, USA Debora V. Thompson, Georgetown University, USA Carlos J. Torelli, University of Minnesota, USA Claudia Townsend, University of Miami, USA Rebecca K. Trump, Loyola University, USA Claire Tsai, University of Toronto, Canada Gulnur Tumbat, San Francisco State University,
USA
Sofia Ulver, Lund University, Sweden Ana Valenzuela, Baruch College, CUNY, USA/
Universitat Pompeu Fabra, Spain Anu Valtonen, University of Lapland, Finland Bram Van den Bergh, Erasmus University
Rotterdam, The Netherlands
Alladi Venkatesh, University of California Irvine, USA
Vinod Venkatraman, Temple University, USA Monica Wadhwa, INSEAD, Singapore
Rebecca Walker Reczek, The Ohio State University, USA
Echo Wen Wan, University of Hong Kong, China Fang Wan, University of Manitoba, Canada Chen Wang, Drexel University, USA Jing (Alice) Wang, University of Iowa, USA Qing Wang, University of Warwick, UK Adrian Ward, University of Texas at Austin, USA Dee Warmath, University of Wisconsin - Madison,
USA
Caleb Warren, Texas A&M University, USA Kimberlee Weaver, Virginia Tech, USA
Michelle Weinberger, Northwestern University, USA Jodie Whelan, York University, Canada
Tiffany White, University of Illinois at Urbana-Champaign, USA
Caroline Wiertz, City University London, UK Keith Wilcox, Columbia University, USA William Wilkie, University of Notre Dame, USA Elanor Williams, University of California San
Diego, USA
Alison Jing Xu, University of Minnesota, USA Richard Yalch, University of Washington, USA Haiyang Yang, Johns Hopkins University, USA Linyun Yang, University of North Carolina,
Charlotte, USA
Sunghwan Yi, University of Guelph, Canada Youjae Yi, Seoul National University, Korea Songoh Yoon, Korea University, Korea
Yael Zemack-Rugar, University of Central Florida, USA
Meng Zhang, Chinese University of Hong Kong, China
Yan Zhang, National University of Singapore, Singapore
Min Zhao, University of Toronto, Canada Rongrong Zhou, Hong Kong University of Science
and Technology, China
WORKING PAPER REVIEWERS
Nükhet Agar, Koç University, Turkey
Anand Agrawal, Asian Institute of Management, Manila, Philippines
Renata Andreoni Barboza, FGV-EAESP, Brazil Susan Andrzejewski, California State University
Channel Islands, USA
Makbule Eda Anlamlier, University of Illinois at Chicago, USA
Christina I. Anthony, University of Sydney, Australia Zachary Arens, Oklahoma State University Gizem Atav, SUNY Binghamton, USA Amin Attari, University of Kansas, USA Kafia Ayadi, NEOMA Business School, France Aaron Barnes, University of Illinois at
Urbana-Champaign, USA
Debra Basil, University of Lethbridge, Canada Carlos Bauer, University of Texas - San Antonio Johannes C. Bauer, University of St.Gallen,
Switzerland
Stacey Baxter, University of Newcastle, Australia Colleen Bee, Oregon State University, USA Kara Bentley, University of South Carolina, USA Michelle Bergadaa, University of Geneva,
Switzerland
Mariam Beruchashvili, California State University Northridge, USA
Darron Billeter, Brigham Young University, USA Alessandro Biraglia, University of Leeds, UK Hedon Blakaj, Aalto University, Finland Johannes Boegershausen, University of British
Columbia, Canada
Delane Botelho, EBAPE-FGV, Brazil Josko Brakus, University of Leeds, UK Rafael Bravo, University of Zaragoza, Spain Dominique Braxton, University of California Irvine,
USA
Vinicius Brei, Federal University of Rio Grande do Sul (UFRGS), Brazil
Barbara Briers, Tilburg University, The Netherlands Neil Brigden, Miami University, USA
Denise Buhrau, Stony Book University, USA Olya Bullard, University of Winnipeg, Canada Yuri Cameron, LexisNexis, USA
Adrian Camilleri, RMIT University Marina Carnevale, Fordham University, USA Stephanie Carpenter, University of Michigan, USA Ryall Carroll, St. John’s University
Lilian Carvalho, FGV-EAESP, Brazil Sergio Carvalho, Dalhousie University, Canada Gilmar Casalinho, Federal University of Rio Grande
do Sul / HEC Montréal
Iana Castro, San Diego State University, USA Dave Centeno, City University of Hong Kong &
University of the Philippines
Moran Cerf, Northwestern University, USA Ludovica Cesareo, Sapienza University of Rome,
Italy
Boyoun Chae, Temple University, USA Rajdeep Chakraborti, IBS, Hyderabad, India Chia-Jung Chang, National Taiwan Normal
University, Taiwan
Connie Chang, Meiji University, Japan Subimal Chatterjee, SUNY Binghamton, USA Sophie Chaxel, Virginia Tech, USA
Chamrong Cheam, Grenoble Ecole de Management, France
Yu-Shan Athena Chen, National ChengChi Uniersity, Taiwan
Yimin Cheng, Hong Kong University of Science and Technology, China
Kuan Pin Chiang, Central Connecticut State University, USA
Sydney Chinchanachokchai, University of Wisconsin-Eau Claire, USA
Yoon-Na Cho, Villanova University, USA Hsuan-Yi Chou, National Sun Yat-sen University Hoeun Chung, FSU, USA
Jaeyeon Chung, Columbia University, USA Sorim Chung, University of California Riverside,
USA
Ricardo Coelho, Cornell University, USA Rita Coelho do Vale, Catholic University of
Portugal, Portugal
Yann Cornil, University of British Columbia, Canada
Katherine Crain, Duke University, USA Elizabeth Crosby, University of Wisconsin - La
Crosse, USA
Anna Custers, Oxford University, UK
M. Deniz Dalman, Saint Petersburg State University, USA
Ilgim Dara, University of Massachusetts, Amherst, USA
Ahmad Daryanto, Lancaster University, UK Neel Das, Appalachian State University, USA Matteo De Angelis, LUISS University, Italy Cara de Boer, European School of Management and
Technology, Germany
Gwarlann De Kerviler, IESEG School of Management
Alexander DePaoli, Stanford University, USA Kalpesh K. Desai, University of Missouri - Kansas
City
Helene Deval, Dalhousie University, Canada Stephan Dickert, Vienna University of Economics
and Business, Austria
Ying Ding, Renimin University, China
Kivilcim Dogerlioglu-Demir, Sabanci University, Turkey
Eric Dolansky, Brock University, Canada Ping Dong, University of Toronto, Canada Paula Dootson, Queensland University of
Technology, Australia
Michael Dorn, University of Bern, Germany Jingyi Duan, University of Rhode Island Jeffrey Durgee, Rensselaer Polytechnic Institute,
USA
Sujay Dutta, Wayne State University, USA Bennie Eng, Marshall University
Alet C. Erasmus, University of Pretoria, South Africa
Emine Erdogan, Rutgers University, USA Ioannis Evangelidis, Erasmus University, The
Netherlands
Tatiana Fajardo, University of Miami, USA Linying Fan, The Hong Kong Polytechnic
University, China
Ali Faraji-Rad, Nanyang Technological University, Singapore
Stephanie Feiereisen, Cass Business School Daniela Ferreira, UFRJ
Bernardo Figueiredo, School of Economics, Finance & Marketing - RMIT University
Phillip Frank, Catawba College
Marieke Fransen, University of Amsterdam, The Netherlands
Cristina Galalae, University of Coventry Chelsea Galoni, Kellogg School of Management,
Northwestern University Fei Gao, HEC Paris, France
Huachao Gao, University of Texas at San Antonio, USA
Ten Gao, Sun Yat-sen University, China Marion Garnier, Université de Lille, France Alina Geiger, Univeristy of Bayreuth, Germany Claas Christian Germelmann, University of
Bayreuth, Germany
Rachel Gershon, Washington University, USA Kelly Geyskens, Maastricht University, The
Netherlands
Tanuka Ghoshal, Indian School of Business, India Marilyn Giroux, Concordia University, Canada Alexei Gloukhovtsev, Aalto University School of
Business
Delphine Godefroit-Winkel, Ghana Institute of Management and Public Administration, Business School, Accra, Ghana
Manuela Goncalves, Universidade Federal do Rio Grande do Sul, Brazil
R. Justin Goss, Colorado State University, Pueblo, USA
Vikas Goyal, Indian Institute of Management Marija Grishin, University of Kansas, USA Bianca Grohmann, Concordia University, Canada Barbara Gross, California State University,
Northridge, USA
Haodong Gu, Shanghai University, China Amélie Guèvremont, École des sciences de la
gestion de l’UQAM. Canada
Wenxia Guo, City University of Hong Kong Rhonda Hadi, University of Oxford
Anna Linda Hagen, University of Michigan, USA Anne Hamby, Hofstra University, USA Eric Hamerman, Tulane University, USA John Han, Carnegie Mellon University, USA Jay Handelman, Queen’s University, Canada Kathrin Hanek, University of Michigan, USA Sara Hanson, University of Oregon, USA Angela Hausman, Howard University Daniel He, Columbia University, USA
Marloes Heijink, Hong Kong Polytechic University Andrea Hemetsberger, University of Innsbruck,
Austria
Jose Mauro Hernandez, Centro Universitário da FEI, Brazil
Thomas Hickman, Washburn University, USA Mark E. Hill, Montclair State University, USA Henry Ho, Ferris State University
JungHwa Hong, SUNY Binghamton, USA Monali Hota, IESEG School of Management, Lille,
France
Min Hou, Zhejiang Gongshang University, China Katie Howie, The University of Mississippi, USA Che-Hao Hsu, PhD. Student, National Cheng Kung
University, Taiwan
Julie Huang, Stony Brook University, USA Li Huang, University of South Carolina, USA Xun (Irene) Huang, Nanyang Technological
University, Singapore
Zhongqiang (Tak) Huang, The Chinese University of Hong Kong, China
Eun Hwang, Indiana University of Pennsylvania Seoyoung Hwang, Seoul National University, Korea Kenneth F. Hyde, Auckland University of
Technology, New Zealand
Jamie D. Hyodo, Pennsylvania State University, USA
Hyunjoo Im, University of Minnesota, USA Aarti Ivanic, University of San Diego, USA
WORKING PAPER REVIEWERS (continued)
Saravana Jaikumar, Indian Institute of Management Ahmedabad
He (Michael) Jia, University of Southern California, USA
Miaolei Jia, National University of Singapore, Singapore
Jing Jiang, Renmin University of China, China Lan Jiang, City University of Hong Kong, China Ying Jiang, University of Ontario Institute of
Technology, Canada
Zixi jiang, UNSW Business School Jae Min Jung, California State Polytechnic
University-Pomona, USA
Arti Kalro, Indian Institute of Technology Bombay, India
Esther Kang, SUNY Buffalo, USA
Eun Yeon Kang, University of Texas at Austin, USA Selcan Kara, University of Connecticut, USA Pelin Kesebir, University of Wisconsin-Madison,
USA
Mansur Khamitov, Western University, Canada Jashim Khan, University of Surrey, UK Hae Joo Kim, Wilfrid Laurier University, Canada James Kim, University of Maryland, USA Jin Myoung Kim, Seoul National University,
Republic of Korea
Junghan Kim, State University of New York at Buffalo,USA
Soo Kim, Cornell University, USA Soyoung Kim, University of Alberta, Canada Yaeri Kim, Seoul National University, South Korea Youngseon Kim, Central Connecticut State
University, USA
Tracey King Schaller, Georgia Gwinnett College, USA
Eva Kipnis, Coventry Business School, UK Rob Kleine, Ohio Northern University, USA Susan Kleine, Bowling Green State University, USA Gry Høngsmark Knudsen, University of Southern
Denmark, Denmark
Sören Köcher, TU Dortmund University, Germany Yunhwa Koh, Seoul National University, Korea Shruti Koley, Texas A&M University, USA Minjung Koo, Sungkyunkwan University, Korea Michael Korchia, KEDGE B usiness School, France Aleksandra Kovacheva, University of Pittsburgh,
USA
Monika Kukar-Kinney, University of Richmond, USA
Atul Kulkarni, University of Missouri, USA Katina Kulow, University of Louisville Didem Kurt, Boston University, USA Dae Hee Kwak, University of Michigan, USA Eunseon (Penny) Kwon, University of Missouri,
USA
JaeHwan Kwon, University of Iowa, USA Joseph Lajos, HEC Lausanne, Switzerland Arun Lakshmanan, SUNY Buffalo, USA Jan R. Landwehr, Goethe University Frankfurt,
Germany
Robert Latimer, New York University, USA Jeff Lee, MIT, USA
Jiyoung Lee, University of Texas at Austin, USA Jung-Ah Lee, Korea University, Korea Sangwon Lee, Ball State University
Soyoung Lee, University of Texas at Austin, USA Yong Kyu Lee, Virginia Tech, USA
Yun Jung Lee, Robert B. Willumstad School of Business, Adelphi University
Zoe Lee, University of Bath, UK
Nikki Lee-Wingate, University of Bridgeport Jing Lei, The University of Melbourne, Australia Ada Leung, Penn State Berks, USA
Peter Lewinski, University of Amsterdam Dan Li, University of Texas at Austin, USA Eric Li, University of British Columbia, Canada Jie Li, Cornell University, USA
Wenjing Li, University of Kentucky Ye Li, University of California Riverside, USA Yi Li, HEC Paris, France
YuanYuan Li, Nanjing University
Weng Marc Lim, Monash University Malaysia Chien-Wei (Wilson) Lin, Binghamton University,
USA
Lily Lin, California State University Los Angeles, USA
Andrew Lindridge, The Open University Business School, UK
Marc Linzmajer, University of St. Gallen, Switzerland
Maggie Wenjing Liu, Tsinghua University Yue Liu, University of Central Florida, USA Sara Loughran Dommer, Georgia Tech, USA Lauren Louie, University of California Irvine, USA Fang-Chi Lu, Korea University
Zoe Yue Lu, University of Wisconsin - Madison, USA
Renaud Lunardo, KEDGE Business School, France Vivek Madupu, Missouri Western State University,
USA
Adriana Madzharov, Stevens Institute of Technology Natalia Maehle, Institute for Research in Economics
and Business Administration, Norway Ahreum Maeng, University of Kansas, USA Dominika Maison, University of Warsaw Igor Makienko, University of Nevada at Reno, USA Emmanouela Manganari, University of Patras,
Department of Economics, Greece Aikaterini Manthiou, NEOMA Business School Chrissy Martins, Iona College, USA
Daniele Mathras, Arizona State University, USA Pragya Mathur, Baruch College, USA
Celso Matos, University of Vale do Rio dos Sinos, Brazil
Matthew Maxwell-Smith, University of Illinois at Urbana-Champaign, USA
Shiri Melumad, Columbia University, USA Rachel Meng, Columbia University, USA Preetha Menon, Symbiosis Institute of Business
Management
Gina Miller, Mercer University, USA
Kyeong Sam Min, University of New Orleans, USA Alisa Minina, Stockholm University School of
Business
William Montford, Florida State University David J. Moore, University of Michigan, USA Carter Morgan, University of Miami, USA Andrea K. Moser, Pforzheim University; Leuphana
University, Germany
Jill Mosteller, Colorado State University Mehdi Mourali, University of Calgary, Canada Ashesh Mukherjee, McGill University, Canada Kyle B. Murray, University of Alberta, Canada Liane Nagengast, Institute of Retail Management,
University of St.Gallen
Anish Nagpal, The University of Melbourne, Australia
Marcelo V. Nepomuceno, HEC Montreal, Canada Varuna Newatiya, Indian Institute of Technology,
Madras
Sharon Ng, Nanyang Technological University, Singapore
Leonardo Nicolao, UFRGS, Brazil
Valeria Noguti, University of Technology Sydney, Australia
Patricia Norberg, Quinnipiac University, USA Krittinee Nuttavuthisit, Chulalongkorn University,
Thailand
(Grace) Ga-Eun Oh, Hong Kong University of Science and Technology
Jacob Ostberg, Stockholm University, Sweden Massimiliano Ostinelli, University of Wisconsin -
Milwaukee, USA
Peren Ozturan, VU University Amsterdam Mauricio Palmeira, Monash University, Australia Mario Pandelaere, Ghent University, Belgium Felipe Pantoja, Neoma Business School
Hanyong Park, University of Texas at San Antonio, USA
Hyun Young Park, China Europe International Business School, China
Jen Heewon Park, New York University, USA Mijung Park, Northwestern University Kirsten Passyn, Salisbury University, USA Anthony Patino, University of San Francisco Hanna Paulose, The Ohio State University Fabien Pecot, “Aix-Marseille School of
Management IAE, France Eyal Peer, Bar-Ilan University
Sara Penner, University of Manitoba, Canada Beatriz Pereira, Iowa State University, USA Anne Odile Peschel, Aarhus University Ivana Petrovic, University of Belgrade, Serbia Nguyen Pham, Arizona State University, USA Diane M. Phillips, Saint Joseph’s University, USA Ruth Pogacar, University of Cincinnati
Alexandra Polyakova, Bocconi University, Italy Mateus Ponchio, Escola Superior de Propaganda e
Marketing (ESPM-SP, Brazil)
Vedha Ponnappan, Indian Institute of Management, Bangalore
Monica Popa, Edwards School of Business, University of Saskatchewan, Canada Deidre Popovich, Emory University, USA Keiko Powers, MarketShare, USA Nancy Puccinelli, Oxford University Cheng Qiu, Hong Kong Baptist University Simon Quaschning, Ghent University, Belgium Ryan Rahinel, University of Cincinnati, USA Dipankar Rai, Le Moyne College, USA Sekar Raju, Iowa State University, USA Mukta Ramchandani, NEOMA Business School,
France
Suzanne Rath, Queens University, Canada Getúlio Reale, Tales Luiz Reale, Brazil Crystal Reeck, Temple University, USA Nicholas Reinholtz, University of Colorado, USA Ann Kristin Rhode, ESCP Europe Business School,
France
Elisabeth Robinot, ESG UQAM, Canada Joseph F. Rocereto, Monmouth University, USA Sarah Roche, Texas Wesleyan Unversity. USA Joonas Rokka, NEOMA Business School, France Gudrun Roose, Ghent University, Belgium Sara Rosengren, Stockholm School of Economics,
Sweden
Yefim Roth, Technion University, Israel Jeff Rotman, Western University, Canada Caroline Roux, Concordia University, Canada Abhijit Roy, University of Scranton, USA
WORKING PAPER REVIEWERS (continued)
Rajat Roy, Curtin University, Australia
Himadri Roy Chaudhuri, International Management Institute-Kolkata, India
Sebastian Sadowski, University of Groningen, The Netherlands
Christina Saenger, Youngstown State University, USA
Ruby Q. Saine, University of South Florida Camille Saintives, INSEEC Business School, France Anthony Salerno, University of Cincinnati Geetanjali Saluja, HKUST, Hong Kong Özlem Sandikci, Istanbul Sehir University, Turkey Gülen Sarial-Abi, Bocconi University, Italy Samer Sarofim, University of Kansas, USA Karen Scherr, Duke University, USA Roland Schroll, University of Innsbruck Irene Scopelliti, City University London, UK Maura Scott, Florida State University, USA Yuri Seo, Victoria University of Wellington, New
Zealand
Lois Shedd, Monash University, USA Daniel Sheehan, Georgia Tech, USA
Eric Shih, Sungkyunkwan University, South Korea Kao Si, The Chinese University of Hong Kong Lawrence Silver, Southeastern Oklahoma State
University, USA
David H. Silvera, University of Texas at San Antonio, USA
Amit Singh, The Ohio State University, USA Robert Smith, Ohio State University, USA Tatiana Sokolova, HEC Paris, France
Hyunsang Son, University of Texas at Austin, USA Cheolho Song, Seoul National University, South
Korea
Yao Song, Bocconi University, Italy Gerri Spassova, Monash University, Australia Susan Spiggle, University of Connecticut Katherine C. Sredl, Loyola University Chicago,
USA
Antonios Stamatogiannakis, IE University, Spain Inbal Stockheim, Tel Aviv University, Israel Jason Stornelli, University of Michigan, USA Sophie Suessenbach, Vienna University of
Economics and Busines
Magne Supphellen, Norwegian School of Economics, Norway
Leona Tam, University of Wollongong, Australia
Jiat Chow Tan, Nanyang Technological University, Singapore
Felix Tang, Hang Seng Management College, China Tao Tao, The Chinese University of Hong Kong Berna Tari Kasnakoglu, TOBB University of
Economics and Technology, Turkey Vito Tassiello, LUISS Guido Carli Danna Tevet, Tel Aviv University Ali Tezer, Concordia University, Canada
Nguyen (Beo) Thai, University of Sydney, Australia Derek Theriault, Concordia University, Canada Meredith Thomas, University of Wisconsin
Madison, USA
Tabitha Thomas, University of Otago, New Zealand Tandy Chalmers Thomas, Queen’s University,
Canada
Veronica Thomas, Towson University, USA Carina Thürridl, Wirtschafts University, Austria Julie Tinson, University of Stirling, Scotland, UK Jolanta Tkaczyk, Kozminski University
Maryam Tofighi, John Molson School of Business, Concordia University, Canada
Dandan Tong, Chinese University of Hong Kong, China
Lauren Trabold, Manhattan College
Leo Trespeuch, University of Grenoble, France Remi Trudel, Boston University, USA Rebecca K. Trump, Loyola University, USA Natalie Truong, Norwegian School of Economics
and Business Administration, Norway Yanping Tu, University of Florida, USA Linda Tuncay Zayer, Loyola University Chicago,
USA
Broderick Turner, Florida International University Emre Ulusoy, Youngstown State University, USA Martine T. van der Heide, University of Groningen,
The Netherlands
Michelle van Gils, KU Leuven, Belgium Ricardo Teixeira Veiga, UFMG, Brazil Sunaina Velagaleti, University of Wisconsin -
Madison, USA
Luca M. Visconti, ESCP Europe, France Marlene Vock, University of Amsterdam, The
Netherlands
Benjamin Voyer, ESCP Europe, UK / London School of Economics, UK
Anna Vredeveld, University of Connecticut, USA
Michael Walsh, West Virginia University, USA Wakiuru Wamwara, Wright State University Fang Wan, University of Manitoba, Canada Chen Wang, Drexel University, USA Lili Wang, Zhe Jiang University, China
Andrea Webb, University of Wisconsin - Madison, USA
Andrea Weihrauch, Katholieke University Leuven, Belgium
Na Wen, City University of Hong Kong, Hong Kong Jennifer Wiggins Johnson, Kent State University,
USA
Elanor Williams, University of California San Diego, USA
Markus Wohlfeil, University of Stirling, Scotland/ UK
Lan Xia, Bentley University, USA Na Xiao, Claflin University, USA
Guang-Xin Xie, University of Massachusetts Boston, USA
Alison Jing Xu, University of Minnesota, USA Qian Xu, Fudan University, China
Dengfeng Yan, University of Texas at San Antonio, USA
Chun-Ming Yang, Ming Chuan University, Taiwan Lifeng Yang, University of Mississippi, USA Sybil Yang, San Francisco State University, USA Zhiyong Yang, University of Texas at Arlington,
USA
Tang Yao, Beihang University, China Sunghwan Yi, University of Guelph, Canada Bingqing Yin, University of Kansas, USA Kelly EunJung Yoon, University of California, USA Ozge Yucel-Aybat, Pennsylvania State
University-Harrisburg, USA
Chun Zhang, Concordia University, Canada Dan Zhang, City University of New York, USA Jiao Zhang, University of Miami, USA Xiaohua Zhao, Tsinghua University, China Alexander Ziegler, University of Kentucky, USA Meng Zhang, Chinese University of Hong Kong,
Hong Kong, China
Yan Zhang, National University of Singapore, Singapore
FILM FESTIVAL REVIEWERS
Cléret Baptiste, University of Rouen, France Marylouise Caldwell, University of Sydney,
Australia
Carolyn Curasi, Georgia State University, USA Alain Decrop, University of Namur, France João Fleck, Universidade Federal do Rio Grande do
Sul, Brazil
Lorraine Friend, University of Waikato, New Zealand
Sonya Grier, American University, USA Joel Hietanen, Aalto University School of
Economics, Finland
Morven G. McEachern, University of Salford Laura Oswald, Marketing Semiotics Inc., USA Giridhar Ramachandran, Indian Institute of
Technology Madras, India
Joonas Rokka, NEOMA Business School, France
Christina Saenger, Youngstown State University, USA
Ruby Q. Saine, University of South Florida, USA Ekant Veer, University of Canterbury, New Zealand Alexandra Vignolles, INSEEC Business School,
xi Advances in Consumer ResearchVolume 43, ©2015
Table of Contents
Preface . . . . iii Conference Committees & Reviewers . . . . iv
2015 ACR Presidential Address
Marketplace Morality . . . .1
Amna Kirmani, University of Maryland, USA
Special Session Summaries
Advances in Pay-What-You-Want Pricing . . . .7
Chair: Stephen A. Atlas, University of Rhode Island, USA
Paper #1: Shifting Mindset in Consumer Elective Pricing
Silvia Saccardo, University of California- San Diego, USA Charis Li, University of Florida, USA
Anya Samek, University of Wisconsin- Madison, USA Ayelet Gneezy, University of California- San Diego, USA
Paper #2: Because We’re Partners: How Social Values and Relationship Norms Influence Consumer Payments in Pay-What-You-Want Contexts
Shelle M. Santana, Harvard University, USA Vicki Morwitz, New York University, USA
Paper #3: Paper or Plastic’: How We Pay Influences Post-Transaction Connection
Avni Shah, University of Toronto, Canada
Noah Eisenkraft, University of North Carolina- Chapel Hill, USA Jim Bettman, Duke University, USA
Tanya Chartrand, Duke University, USA
Paper #4: Rebate-What-You-Want
Stephen Atlas, University of Rhode Island, USA
It Ain’t All Positive: Frictions between Consumers and Brands . . . . 12
Chairs: Johannes Boegershausen, University of British Columbia, Canada Anne-Kathrin Klesse, Tilburg University, The Netherlands
Paper #1: Interpersonal Influences on Consumer-Brand Relationships: Exploring the Effect of Providing Relationship Reminders on Brand Evaluations
Mansur Khamitov, Ivey Business School, Western University, Canada Matthew Thomson, Ivey Business School, Western University, Canada Allison R. Johnson, Ivey Business School, Western University, Canada
Paper #2: Who Blames but Forgives When Brands Err? Applying Attachment Theory to Explain Consumer Responses to Brand Failures and Recovery Efforts
Sara Dommer, Georgia Institute of Technology, USA Vanitha Swaminathan, University of Pittsburgh, USA Zeynep Gürhan-Canli, Koç University, Turkey
Paper #3: The Devil You Know: Service Failures, Self-Esteem and Behavioral Loyalty
Irene Consiglio, Erasmus University Rotterdam, The Netherlands Stijn M.J. van Osselaer, Cornell University, USA
Paper #4: The Category Spillover Effects of Brand Hatred
Johannes Boegershausen, University of British Columbia, Canada Anne-Kathrin Klesse, Tilburg University, the Netherlands JoAndrea Hoegg, University of British Columbia, Canada Darren W. Dahl, University of British Columbia, Canada
Data Quality in Online Research:
Challenges and Solutions . . . . 18
Chairs: Neil Brigden, Miami University, USA
Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Paper #1: Beyond the Turk: An Empirical Comparison of Alternative Platforms for Crowdsourcing Online Research
Eyal Peer, Bar-Ilan University, Israel
Sonam Samat, Carnegie Mellon University, USA Laura Brandimarte, Carnegie Mellon University, USA Alessandro Acquisti, Carnegie Mellon University, USA
Paper #2: Using Nonnaive Participants Can Reduce Effect Sizes
Jesse Chandler, University of Michigan, PRIME Research, USA Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands Eyal Peer, Bar-Ilan University, Israel
Pam Mueller, Princeton University, USA Kate Ratliff, University of Florida, USA
Paper #3: Research Design Decisions and Their Effects on Task Outcomes: An Illustration Using Free-sorting Experiments
Simon J. Blanchard, Georgetown University, USA Ishani Banerji, University of Texas at San Antonio, USA
Paper #4: Interactivity and Data Quality in Computer-Based Experiments
Neil Brigden, Miami University, USA
The Value of Consumer Values: Explaining Value-Motivated Cognition and Behavior . . . . 23
Chair: Troy H. Campbell, University of Oregon, USA
Paper #1: How Beauty Work Affects Judgments of Moral Character
Linyun Yang, University of North Carolina at Charlotte, USA Adriana Samper, Arizona State University, USA
Michelle Daniels, Arizona State University, USA
Paper #2: Cultural Diversity in Advertising and Representing Different Visions of America
Steven Shepherd, Oklahoma State University, USA Aaron Kay, Duke University, USA
Tanya L. Chartrand, Duke University, USA Gavan J. Fitzsimons, Duke University, USA
Paper #3: Global Character and Motivated Moral Decoupling Among Liberals and Conservatives
Amit Bhattacharjee, Dartmouth College, USA Jonathan Z. Berman, London Business School, USA Americus Reed II, University of Pennsylvania, USA
Paper #4: Introducing the Implication Model of the Motivated Cognition
Troy H. Campbell, University of Oregon, USA
When, Why, and How People Advocate . . . . 28
Chairs: Lauren Cheatham, Stanford University, USA Zakary Tormala, Stanford University, USA
Paper #1: Finding vs . Receiving: How Content Acquisition Affects Sharing
Zoey Chen, University of Miami, USA
S. Jonah Berger, University of Pennsylvania, USA
Paper #2: When is Saying Believing? Sharing Sensations after Tasting New Products
Salvador Ruiz de Maya, University of Murcia, Spain Inés López López, University of Murcia, Spain Sarah Moore, University of Alberta, Canada
Paper #3: The Curvilinear Relationship between Attitude Certainty and Attitudinal Advocacy
Lauren Cheatham, Stanford University, USA Zakary Tormala, Stanford University, USA
Paper #4: The Power Matching Effect: The Dynamic Interplay of Communicator and Audience Power in Persuasion
Derek Rucker, Northwestern University, USA David Dubois, INSEAD, France
God, Luck and the World: Consequences of Consumer Beliefs On Judgment and Choice . . . . 34
Chair: Yimin Cheng, Hong Kong
Paper #1: How Symbolic Fusions with Religion Imbue Products with Increased Reliability and Safety
Steven Shepherd, Oklahoma State University, USA Aaron C. Kay, Duke University, USA
Richard P. Eibach, University of Waterloo, Canada
Paper #2: Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-benefit Heuristics
Yimin Cheng, HKUST, Hong Kong
Anirban Mukhopadhyay, HKUST, Hong Kong Rom Y. Schrift, University of Pennsylvania, USA
Paper #3: When Engaging in Luck-Rituals Reduces Risky Choice
Ping Dong, University of Toronto, Canada Aparna A. Labroo, Northwestern University, USA
Paper #4: Self and the World: Implicit Self-Theory and Biased Motivation in Human Judgment and Decision Making
Jaehwan Kwon, Baylor University, USA DJ Nayakankuppam, University of Iowa, USA
Antecedents and Consequences of Psychological Ownership . . . . 40
Chair: Jaeyeon Chung, Columbia Business School, USA
Paper #1: From Tragedy to Benefit of the Commons: Increasing Shared Psychological Ownership
Suzanne Shu, UCLA, USA
Joann Peck, University of Wisconsin – Madison, USA
Paper #2: Products as Self-Evaluation Standards
Weiss, Liad, University of Wisconsin – Madison, USA Gita Johar, Columbia Business School, USA
Paper #3: The Consequences of Product Ownership: Performance Handicap in a Product-unrelated Task
Jaeyeon Chung, Columbia Business School, USA Gita Johar, Columbia Business School, USA
Paper #4: Words Speak Louder: Conforming to Preferences More than Consumption
Yanping Tu, University of Chicago, USA Ayelet Fishbach, University of Chicago, USA
Expectancy and Placebo Effects of Marketing Actions . . . . 45
Chair: Yann Cornil, University of British Columbia, Canada
Paper #1: How Counterfeiting Contaminates the Efficacy of Authentic Products
Moty Amar, Ono College, Israel
Haiyang Yang, Johns Hopkins University, USA Ziv Carmon, INSEAD, Singapore
Dan Ariely, Duke University, USA
Paper #2: Expectancy Effects of Alcohol-Energy Drink Cocktail Labeling on Subjective Intoxication, Risk-Taking, and Sexual Self-Confidence and Aggressiveness
Yann Cornil, University of British Columbia, Canada Pierre Chandon, INSEAD, France
Aradhna Krishna, University of Michigan, USA
Paper #3: The Taste of a Bad Deal: The Effect of Transactional Utility on Experiential Utility
Jayson S. Jia, The University of Hong Kong Taly Reich, Yale University, USA
Baba Shiv, Stanford University, USA
Paper #4: Individual Differences in Marketing Placebo Effects: Evidence from Brain Imaging and Behavioral Experiments
Hilke Plassmann, INSEAD, France Bernd Weber, University of Bonn, Germany
Putting One’s Best Foot Forward, and Falling:
Consumers Fail to Understand How They are Perceived . . . . 51
Chairs: Clayton R. Critcher, University of California, Berkeley, USA Jonah Berger, University of Pennsylvania, USA
Paper #1: The Psychology of Humblebragging
Ovul Sezer, Harvard Business School, USA Francesca Gino, Harvard Business School, USA Michael I. Norton, Harvard Business School, USA
Paper #2: Posting Posed, Choosing Candid: Photo Posters Mispredict Audience Preferences
Jonah Berger, University of Pennsylvania, USA Alixandra Barasch, University of Pennsylvania, USA
Paper #3: Passing (On) Judgment: Others Judge Us Less Extremely Than We Think
Alice Moon, University of California, USA Muping Gan, University of California, USA Clayton R. Critcher, University of California, USA
Paper #4: First Impressions and Consumer Mate Preferences in Online Dating and Speed-Dating
Christopher Olivola, Carnegie Mellon University, USA Paul Eastwick, University of Texas—Austin, USA Eli Finkel, Northwestern University, USA Ali Hortaçu, University of Chicago, USA Dan Ariely, Duke University, USA
Alexander Todorov, Princeton University, USA
It’s a Material World: Revisiting Established Consumer Behavior Theories From Neomaterialist Perspectives . . . . 56
Chairs: Hope Jensen Schau, University of Arizona, USA Beth Leavenworth DuFault, University of Arizona, USA
Paper #1: Ontological Flattening, Vibrant Matter and Consumption: Sending Canonical Theories Back to School
John W. Schouten, Aalto University, Finland and University of St. Gallen, Switzerland Diane M. Martin, Aalto University, Finland
Beth Leavenworth DuFault, University of Arizona, USA
Paper #2: Maven 2 .0: The Newly Assembled Interactive Ex-Pat Market Maven
Hope Jensen Schau, University of Arizona, USA Beth Leavenworth DuFault, University of Arizona, USA Yan Mandy Dang, Northern Arizona University, USA Yulei Gavin Zhang, Northern Arizona University, USA
Paper #3: Practice Interrupted: When Fatal Disruptions and Irreconcilable Distortions Erode Mutual Understanding and Destroy Social Order
Paul Connell, Stony Brook University, USA Hope Jensen Schau, University of Arizona, USA
Paper #4: Understanding Dynamism in Consumers’ Relationships with Brands through Assemblage Theory
Tonya Williams Bradford, University of Notre Dame, USA
John W. Schouten, Aalto University, Finland and University of St. Gallen, Switzerland
For the Love of the Game: New Perspectives on Intrinsically Motivated Behavior . . . . 62
Chair: Jordan Etkin, Duke University, USA
Paper #1: Inspired to Create: How Awe Enhances Openness to Learning and Desire for Experiential Creation
Melanie Rudd, University of Houston, USA Kathleen Vohs, University of Minnesota, USA
Paper #2: Curiosity Kills the Cat
Chris Hsee, University of Chicago, USA
Bowen Ruan, University of Wisconsin at Madison, USA
Paper #3: The Experience Matters More Than You Think: Weighting Intrinsic Incentives More Inside Than Outside of an Activity
Kaitlin Woolley, University of Chicago, USA Ayelet Fishbach, University of Chicago, USA
Paper #4: The Cost of Quantification: Measurement Undermines Intrinsic Enjoyment
Jordan Etkin, Duke University, USA Jonah Berger, The Wharton School, USA
Motivation in a Social World: Interpersonal Influences on Self-Regulatory Processes . . . . 68
Chair: Jordan Etkin, Duke University, USA
Paper #1: Off My Chest and At It Again: Is Confession a Prelude to Repentance or Relapse?
Michael L. Lowe, Texas A&M University, USA Kelly L. Haws, Vanderbilt University, USA
Paper #2: Persuasion by Proxy: Vicarious Self-Control Use Increases Decision Compliance
Joshua Ackerman, University of Michigan, USA
Paper #3: In Good Company: Managing Interpersonal Resources that Support Self-Regulation
Michelle vanDellen, University of Georgia, USA James Shah, Duke University, USA
N. Pontus Leander, University of Groningen, USA Julie Delose, University of Georgia, USA Jerica Bornstein, University of Georgia, USA
Paper #4: The Downside of Winning: Self-Regulatory Consequences of Competitive Standing
Szu-Chi Huang, Stanford University, USA Jordan Etkin, Duke University, USA
Time, Money, and Motivation: The Interplay between Goals and Personal Resources . . . . 74
Chair: Jordan Etkin, Duke University, USA
Paper #1: Pressed for Time? Goal Conflict Shapes How Time is Seen, Spent, and Valued
Jordan Etkin, Duke University, USA
Ioannis Evangelidis, Bocconi University, Italy Jennifer Aaker, Stanford University, USA
Paper #2: Impatient to Achieve or Impatient to Receive: How the Goal Gradient Effect Underlies Time Discounting
Oleg Urminsky, University of Chicago, USA Indranil Goswami, University of Chicago, USA
Paper #3: How Budgeting Helps Consumers Achieve Financial Goals
Christina Kan, Texas A&M University, USA John Lynch, University of Colorado-Boulder, USA Philip Fernbach, University of Colorado-Boulder, USA
Paper #4: Resource Slack: A Theory of Perceived Supply and Demand
John Lynch, University of Colorado-Boulder, USA Stephen Spiller, UCLA, USA
Gal Zauberman, University of Pennsylvania, USA
Beyond the Choice Set: The Impact of Considering Similar Outside Options . . . . 80
Chair: Liz Friedman, Yale University, USA
Paper #1: The Role of Similarity when Considering Alternatives in Purchase Decisions
Liz Friedman, Yale University, USA Jennifer Savary, Yale University, USA Ravi Dhar, Yale University, USA
Paper #2: The Impact of ‘Display Set Composition’ on Purchase Likelihood
Uma Karmarkar, Harvard Business School, USA
Paper #3: Decision-Tree Structures and their Impact on Similarity Judgment and Replacement Choices
Rom Y. Schrift, The Wharton School, USA Jeffrey R. Parker, Georgia State University, USA Gal Zauberman, The Wharton School, USA Shalena Srna, The Wharton School, USA
Paper #4: Moderating the Effect of Self on Choice
Ernest Baskin, Saint Joseph’s University, USA Nathan Novemsky, Yale University, USA Ravi Dhar, Yale University, USA
The Science of Charitable Giving and Pro-Social Behavior . . . . 85
Chairs:Indranil Goswami, University of Chicago, USA
Paper #1: On Being the “Tipping Point”: Threshold Incentives Motivate Behavior
Lalin Anik, Duke University, USA
Michael Norton, Harvard Business School, USA
Paper #2: “I feel your pain” The efficacy of instantiating states in charitable appeals
Carey Morewedge, Boston University, USA David Carlin, Williams College, USA
Paper #3: The Effect of Default Amounts on Charitable Donations . Evidence from a Large-Scale Field Experiment
Indranil Goswami, University of Chicago, USA Oleg Urminsky, University of Chicago, USA
Paper #4: Limits of Effective Altruism
Jonathan Berman, London Business School, UK Alixandra Barasch, The Wharton School, USA Emma Levine, The Wharton School, USA Deborah Small, The Wharton School, USA
Understanding Consumer Financial Behavior: Spending, Saving, Investing and Debt . . . . 90
Chairs: Joseph Harvey, University of Colorado, USA
Michal Strahilevitz, Victoria University of Wellington, New Zealand
Paper #1: The Relationship Between Frequent Stock Trading and Emotionality, Self Confidence and Self Control
Michal Strahilevitz, Victoria University of Wellington, New Zealand Joseph Harvey, University of Colorado, USA
Dan Ariely, Duke University, USA
Paper #2: Piecemeal Repayment: Paying Toward Specific Purchases Promotes Higher Repayments Toward Debt Balances
Grant Donnelly, Harvard University, USA Zoe Chance, Yale University, USA Michael Norton, Harvard University, USA
Paper #3: Low-Asking Heightens Demand and High-Asking Lowers Demand
Zoe Y. Lu, University of Wisconsin, USA Christopher Hsee, University of Chicago, USA
Paper #4: Risk Management for the Future: Age, Risk, and Choice Architecture
On Amir, University of California at San Diego, USA Orly Lobel, University of San Diego, USA
All that Glitter! Motivation for Luxury Consumption from Multiple Perspectives . . . . 95
Chair: JeeHye Christine Kim, INSEAD, Singapore
Paper #1: Impact of Status Maintenance Motivation and Political Ideology on Luxury Consumption
JeeHye Christine Kim, INSEAD, Singapore Brian Seongyup Park, INSEAD, Singapore David Dubois, INSEAD, Singapore
Paper #2: How Pinning Nordstrom Means Buying Macys: The Relationship of Social Media, Self-Concept, and Luxury Purchase Intentions
Lauren Grewal, University of Pittsburgh, USA Andrew Stephen, University of Pittsburgh, USA Nicole Verrochi Coleman, University of Pittsburgh, USA
Paper #3: Quenching the Desire for Luxury: Successful Lower-end Luxury Brand Extensions Satiate Brand Desire
Vanessa Patrick, University of Houston, USA Sonja Prokopec, ESSEC Business School, USA
Paper #4: The Advantage of Low-Fit Brand Extensions: Addressing the Paradox of Luxury Brands
Silvia Bellezza, Harvard Business School, USA Anat Keinan, Harvard Business School, USA
Inferential Perspectives in Online Word-of-Mouth:
How Senders and Receivers Infer from Subtle Cues . . . . 100
Chair: Soyoung Kim, University of Alberta, Canada
Paper #1: “Don’t Buy” or “Do Not Buy”? Negation Style and Product Evaluations
Soyoung Kim, University of Alberta, Canada Sarah Moore, University of Alberta, Canada Kyle Murray, University of Alberta, Canada
Paper #2: Proximate Emotion and Distant Reason: Temporal Inference in Word-of-Mouth
Linda Hagen, University of Michigan, USA Ed O’Brien, University of Chicago, USA
Paper #3: Positively Useless: Irrelevant Negative Information Enhances Positive Impressions
Meyrav Shoham, Technion, Israel Sarit Moldovan, Technion, Israel Yael Steinhart, Tel Aviv University, Israel
Paper #4: Does Sharing Lead to Sharing? Evidence from Free Product Settings
Samuel D. Bond, Georgia Institute of Technology, USA Stephen X. He, Manhattan College, USA
Wen Wen, University of Texas at Austin, USA
It Is Not What It Seems:
Unexpected Influences On Doing Good For Yourself And Others . . . . 105
Chairs: Simona Botti, London Business School, United Kingdom Anne-Kathrin Klesse, Tilburg University, the Netherlands
Paper #1: Cross-Domain Effects of Guilt on Desire for Self-Improvement Products
Thomas Allard, Sauder School of Business, Canada Katherine White, Sauder School of Business, Canada
Paper #2: Choice Closure Increases Indulgence (But Only Once!)
Yangjie Gu, HEC, France
Anne-Kathrin Klesse, Tilburg University, the Netherlands Simona Botti, London Business School, UK
David Faro, London Business School, UK
Paper #3: “Serves you Right”? The Dark Side of a Malleable Mindset
Liat Levontin, Technion, Israel Institute of Technology, Israel Gita Venkataramani Johar, Columbia Business School, USA
Paper #4: Excusing Selfishness in Charitable Giving: The Role of Risk
Christine Exley, Stanford University, USA
iMirror/iMirror: Digital Reflections of Self-Consumption . . . . 111
Chair: Robert Kozinets, York University, Canada
Paper #1: Reflections of Self in Food Sharing Interactions and Experiences
Robert Kozinets, York University, Canada Rachel Ashman, University of Liverpool, UK Anthony Patterson, University of Liverpool, UK
Paper #2: Consumer Soiveillance: Observations of the Self by Means of New Media Technologies
Anja Dinhopl, University of Queensland, Australia Ulrike Gretzel, University of Queensland, Australia
Paper #3: Co-Construction of the Digital Self
Russell Belk, York University, Canada
Paper #4: Self-Transformation and Performativity of Social Media Images
