2019 AMA Winter Academic Conference

2019 AMA Winter Academic Conference

Understanding Complexity, Transforming the Marketplace

February 22-24 | Austin, TX

PROCEEDINGS

Volume 30

Editors: Son K. Lam, University of Georgia Markus Giesler, York University Xueming Luo, Temple University

2019 Winter AMA Conference

Understanding Complexity, Transforming the Marketplace

February 22?24, 2019 | Austin, TX

Cochairs

Son K. Lam, University of Georgia

Markus Giesler, York University

Xueming Luo, Temple University

Associate Editors

Lin Boldt, University of Central Florida

Hongju Liu, University of Connecticut

Anindita Chakravarty, University of Georgia

Alan Malter, University of Illinois at Chicago

Xi Chen, Erasmus University

Jessica Ogilvie, Marquette University

Hua Chen, University of Georgia Nicole Coleman, University of Pittsburgh Gokcen Coskuner-Balli, Chapman University

J. Andrew Petersen, Penn State University Davide Proserpio, USC Marshall Sascha Raithel, Free University Berlin

Shuili Du, University of New Hampshire

Navdeep Sahni, Stanford University

Amber Epp, University of Wisconsin-Madison

Julio Sevilla, University of Georgia

Stacey Finkelstein, Stony Brook University

Yiping Song, Fudan University

Mahima Hada, Baruch College Zach Hall, Texas Christian University

Felipe Thomaz, Oxford University Michel van der Borgh, Copenhagen Business School

Farnoosh Khodakarami, Michigan State University

Jenny van Doorn, University of Groningen

Kirk Kristofferson, Western University

Ela Veresiu, York University

Tarun Kushwaha, University of North Carolina at Chapel Hill

Stefan Wuyts, Penn State University

Volume 30 130 East Randolph Street, 22nd Floor ? Chicago, Illinois 60601

Copyright ? 2019, American Marketing Association Printed in the United States of America

Production Editor: Marilyn Stone Typesetter: Sarah Burkhart

ISBN-13: 978-0-87757-003-5

All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage and retrieval system, without the written permission of the American Marketing Association.

Contents

Foreword

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Awards

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List of Reviewers

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Consumer Complexity

Overcoming Barriers to Prosocial Action

Being Reflexive in Sharing Matters: The Mediating Role of Consumer Reflexivity in Shaping Future Sharing Intention Stella Yiyan Li, Antje Graul, John Jianjun Zhu

Overcoming the Stigma: Donations to Stigmatized Causes Jenni Sipil?, Inken Blatt, Laura Marie Edinger-Schons

The Double-Edged Sword of Corporate Social Responsibility in the Luxury Context Jenni Sipil?, Sascha Alavi, Laura Marie Schons, Sabrina D?rfer, Jan Wieseke

Population Density Moderates the Impact of Assortment Size on Consumer Spending: A Field Experiment in Online Donations Thuy Thi Minh Pham, Frank Mathmann

A Goal-Directed Ethical Framework in Consumer Behavior Gavin Jiayun Wu

The Crux of the Morality Halo: The Interplay of Corporate Social Responsibility and Price Increases on Consumers' Perceived Price Fairness Sascha Alavi, Laura Marie Edinger-Schons, Johannes Habel, Urs M?ller, Jenni Sipil?

This Is Us: Consumer Identity and the Self

Consumer Behavior in the Context of Life-Threatening Illness Narjess Abroun, Helene Cherrier, Emily Chung-Moya, Kaleel Rahman

The Influence of Incidental Tokenism on Private Evaluations of Stereotype-Typifying Products Iman Paul, Sara Loughran Dommer, Jeffrey R. Parker

I Am What I Own and I Am What I Do: The Diverging Impact of the Extended Self in Access-Based Consumption Melanie Trabandt, Payam Akbar, Stefan Hoffmann

To Do or to Have? Exploring the Effects of Social Exclusion on Experiential and Material Purchases Bingcheng Yang, Hongyan Yu, Jifei Wu

Don't Forget the Accountant: Role Integration Increases the Fungibility of Mentally Accounted Resources Iman Paul, Sara Loughran Dommer, Jeffrey R. Parker

Local Beer and the Nonlocals Who Enjoy It: Intergroup Rivalry Is Reduced When a Close Rival Highlights an Exclusive Subgroup Mitchell C. Olsen, Keith Marion Smith, Emily N. Garbinsky

How Do Consumers Navigate the Complex World?

The (Group) License to Indulge Wassili Lasarov, Robert Mai, Melanie Trabandt, Amelie Griesoph, Stefan Hoffmann

Expressions of Sincerity: How Anthropomorphic Cues Can Help (or Hurt) Consumer Reactions to Service Delays Seth Ketron, Kelly Naletelich

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2019 Winter AMA Proceedings

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Impact of Transaction Cost on Brand Selection: An Empirical Study on BoP Consumers Nanda Choudhury, Biplab Datta, Srabanti Mukherjee

Will Scientific Names Perform Better Than Common Names? Ingredient Name Decision Depends on Food Type and Regulatory Focus Dickson Tok, Chun-Tuan Chang

Segmenting Informational Mobile Application's Consumer Based on the Factor That Affect Consumers' Continuous Intention to Use: A SEM-Cluster Approach Priyanka Gupta, Sanjeev Prashar

Defining Street Credibility: An Exploration of the Complex Relationships Between Street Credible Endorsers and Diverse Consumer Groups Delancy Bennett

Data Is the New Oil: Refining Theory in the Digital Landscape

Credibility of Negative Word-of-Mouth: Gender, Reputation and Emotion Effects Georgiana Craciun, Kelly Moore

Beyond Nudging: Boosting Consumer Decision-Making Through Gamification Martin Bieler, Peter Maas

Price in Online Display Ads: An Eye-Tracking Study Hamid Shaker, Sylvain S?n?cal, Yany Gr?goire, Sihem Taboubi

The Effect of Cultural Differences on Consumers' Willingness to Share Personal Information Christopher Schumacher, Peter Maas

When Connected Products Fail to Connect Leah Smith, Randall L. Rose

New Frontiers in Branding

How a Brand's Moral Character Shapes Brand Perception and Evaluation Mansur Khamitov, Rod Duclos

Negative Spillover Effects in Corporate Brand Alliances in Crisis La Toya Quamina, Jaywant Singh

Brand Deletion from the Consumer's Perspective: Conceptualization and Scale Development Purvi Shah, E. Vance Wilson

The Effect of Artificially Limited Access to Product Features on Consumer Brand Attitude Wiebke Lueders, Tobias Schlager

How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits Michael Schade, Rico Piehler, Christoph Burmann

Sustainability: Pricing, Ethics, and the Self

Oh! It's So Costly! It Must Be Green! The Impact of Price on the Green Perception of Eco-Friendly Products Amogh Kumbargeri, Sanjeev Tripathi

Until the Last Drop: Do Consumer Care About Water When It Comes to Coffee? Amelie Griesoph, Wassili Lasarov

The Role of Global Cultural Identity in Consumer Engagement with Sustainability Initiatives Ekaterina Salnikova, Yuliya Strizhakova, Klaus G. Grunert

The Role of Mindfulness in Driving Ethical Consumption Tai Anh Kieu

Digitalization as Solution of Environmental Problems? When Do Sustainability Conscious Users Rely on Augmented Reality-Recommendations Agents Tom Joers, Stefan Hoffmann, Robert Mai, Payam Akbar

Does Transparent Price Labeling Boost Label Effectivity for Sustainable Products? Hanna Reimers, Stefan Hoffmann

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2019 Winter AMA Proceedings

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