2020 AMA Winter Academic Conference

2020 AMA Winter Academic Conference

Consumers and Firms in a Global World

February 14-16 | San Diego, CA

PROCEEDINGS

Volume 31

Editors: Bryan Lukas, University of Manchester O.C. Ferrell, Auburn University

2020 AMA Winter Academic Conference

Consumers and Firms in a Global World

February 14?16, 2020 | San Diego, CA

Editors

Bryan Lukas, University of Manchester

O.C. Ferrell, Auburn University

Associate Editors

Advertising, Promotion and Marketing Communications

Marketing Strategy and Implementation

John Ford, Old Dominion University

Amalesh Sharma , Texas A&M University

Kate Pounders, University of Texas at Austin

Simos Chari, University of Manchester

Consumer Psychology and Behavior Rick Bagozzi, University of Michigan Ayalla Ruvio, Michigan State University

Product Development and Innovation Roger Calantone, Michigan State University Erkan Ozkaya, California Polytechnic University

International and Cross-Cultural Marketing\ Saeed Samiee, University of Tulsa Brian Chabowski, University of Tulsa

Public Policy and Macromarketing Mark Peterson, University of Wyoming Magda Hassan, University of Manchester

Customer Engagement and CRM Matti Jaakola, University of Manchester Sebastian Hohenberg, University of Texas?Austin

Sales Management and Personal Selling Doug Hughes, Michigan State University Wyatt Schrock, Michigan State University

Industrial Marketing & Supply Chain Management Daekwan Kim, Florida State University Ruey-Jer "Bryan" Jean, National Chengchi University

Service Science and Retailing Mike Brady, Florida State University Clay Voorhees, University of Alabama

Market Research Joe Hair, University of South Alabama

Marko Sarstedt, Otto-von-Guericke-University Magdeburg, Germany

Marketing Analytics and Big Data Ahmad (Anto) Daryanto, Lancaster University Florian Dost, University of Manchester

Marketing Performance and Metrics Neil Morgan, Indiana University

Social Media, AI, and Digital Marketing Koen Pauwels, Northeastern University Yufei Zhang, University of Alabama at Birmingham

Strategic Branding and Brand Management Wayne Hoyer, University of Texas ? Austin Omar Merlo, Imperial College

Sustainability, Social Responsibility, and Ethics OC Ferrell, Auburn University Linda Ferrell, Auburn University

Constantine Katsikeas, Leeds University

Volume 31

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

Copyright ? 2020, American Marketing Association Printed in the United States of America Production Editor: Marilyn Stone Typesetter: Sarah Burkhart ISBN-13: 978-0-87757-006-6 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

xvii

Awards

xviii

Reviewers

xx

Advertising, Promotion, and Marketing Communications

Advertising/Branding

The Triumph and Troubles of Community Branding According to Levels of Community Consensus Jessica Canfield, John Clithero, Conor Henderson

Word-of-Mouth That Consumers Do Not Share and Why Lane Wakefield, Angeline Close-Scheinbaum

Effects of Brand Placement Repetition on Cognitive Outcomes Davit Davtyan

Investigating Marketing Antecedents of Purchase Intention on Consumer Responses Irsa Mehboob, Hafiz Fawad Ali, Zara Imran

"Environment vs. Myself?" The Influence of Message Framing for Green Products Ceren Ekebas-Turedi, Elika Kordrostami, Ilgim Dara Benoit

Online/Advertising

How Online Shopping Behavior Informs Positioning Strategies in Search Engine Advertising Sebastian Schubach, Jan H. Schumann, Alexander Bleier

Geofencing Advertisements: Decreasing the Negative Effects of Perceived Intrusiveness Sajani Thapa

The Effect of Advertising on Online Reviews During New Product Releases Minghui Ma, Jian Huang, Kyung-ah (Kay) Byun

Do Product Testing Programs Lead to More Favorable Online Reviews? Ina Garnefeld, Tabea Krah, Eva B?hm, Dwayne D. Gremler

Effect of Awe Experience on Preference for Extraordinary Activity Eujin Park, Marketing, Betsy Howlett, Andrew Perkins, Jeff Joireman, David Sprott

APM-2 APM-7 APM-9 APM-10 APM-11

APM-12 APM-13 APM-16 APM-18 APM-20

Consumer Psychology and Behavior

Sharing and Collaborative Consumption

Judgment and Decision-Making Processes Underlying Behavioral Intentions in Sharing Economy Platforms Arash H. Zadeh, Steven Taylor, Mohammadali Zolfagharian, Charles Hofacker

The Inseparability of Value Cocreation and Codestruction: Two Sides of Operant Resources Thuy Luyen, Haseeb Shabbir, Dianne Dean

When Likes Lead to Liking: How Postconsumption Attention Enhances Experience Satisfaction Matthew J. Hall, Jamie D. Hyodo, Alix Barasch

Clarifying Interrelationship Between Risk and Trust in Collaborative Consumption: A Test of Competing Models Lixuan Zhang, Hongwei "Chris" Yang, Iryna Pentina

I Thought We Had an Agreement: Psychological Contract Violation and Betrayal in the Sharing Economy Laura Rifkin, Colleen P. Kirk

I Share for You: How Motives, Advertising Appeals, and Reputation Gains Influence Consumers' Sharing Intention Melanie Trabandt, Wassili Lasarov, Robert Mai, Stefan Hoffmann

CPB-3 CPB-5 CPB-7 CPB-9 CPB-11

CPB-13

2020 Winter AMA Proceedings

iii

Consumption and Emotions

I Don't Regret Anything--Or Do I? The Effects of Environmental Levies on Consumers' Feelings of Regret and Product Choice Nils Christian Hoffmann, Wassili Lasarov, Robert Mai, Stefan Hoffmann

The Impact of Fear on Emotional Attachment: The Effect of Arousal Ying Ying Li, Kevin E. Voss

Creepiness in Personalized Online Advertising: Concept, Measurement, and Consequences Alisa Petrova, Lucia Mal?r, Harley Krohmer, Wayne Hoyer, Mansur Khamitov

How to Build Trust on Peer-to-Peer Platforms: An Investigation of Antecedents of Peer and Platform Trust Maren Purrmann, Nancy V. W?nderlich

Behavioral Norms in Consumers' World of Power: When and Why Shame and Guilt Increase Compliance Raika Sadeghein, M. Paula Fitzgerald, Stephen He

Persuading Consumers

Giving Consumers a Boost: Conceptualizing a Dynamic Competence Intervention for the Digital Era Martin Bieler, Peter Maas

Putting the Social in Social Media: A Qualitative Study of Influencers on Instagram Ashley Hass, Debra A. Laverie

Is Gossip Always Bad for Human Branding? Unexpected Consequences of Celebrity Gossip Gaia Giambastiani, Andrea Ordanini, Joseph C. Nunes

Experiential Value of Experiential Marketing: Multi-Item Scale Development and Validation Patrick Weretecki, Goetz Greve, J?rg Henseler

Cozying Up to the Kardashians: An Affiliation Coping Explanation for Consumers' Affinity Towards Celebrity Gossip Jayant Nasa, Tanuka Ghoshal, Rajagopal Raghunathan

Truth-Bias and Detection Accuracy in Marketing Messages: The Moderating Effect of Brand and Product Attributes Kim Blaine Serota, Janell D. Townsend

When Consumers Make Decsions

Representational Versus Abstract Imagery for Vice and Virtue Foods Seth Ketron, Kelly Naletelich, Stefano Migliorati

When Should E-Retailers Be Lenient? Emma Wang, Jake Ansell

Aligning the Data Disclosure Process with Customer Benefits: Employing a Meaningfully Gamified Data Disclosure Process to Increase Data Disclosure Intentions for Personalization Purposes Margarita Bidler, Jan H. Schumann, Thomas Widjaja, Johanna Zimmermann

Decision Strategies and Confidence Inferences Maximilian Gaerth, Florian Kraus

God and Decision Delegation Under the Limit Situation Eun Young Jang, Minjoo Kim, Ji Hoon Jhang, Kelly Kiyeon Lee

Positive Consumption

The Effect of Pregiving Incentives on Perceptions of Charitable Organizations and Donation Behavior Bingqing (Miranda) Yin, Yexin Jessica Li

Are We "Pinocchios" or "Robin Hoods" in the Marketplace? The Impact of Awe on Consumers' Morality and Prosocial Lying Behavior Begum Kaplan, Elizabeth G. Miller

Impact of Executive Functions of the Base of Pyramid Consumers on Their Customer Journey Ria Mishra, Ramendra Singh

From Bottles to Sneakers: The Role of Mindsets in the Evaluation of Recycled Products Alessandro Biraglia, J. Josko Brakus

CPB-14 CPB-15 CPB-17 CPB-19 CPB-20

CPB-22 CPB-24 CPB-32 CPB-33

CPB-35

CPB-37

CPB-39 CPB-40

CPB-52 CPB-54 CPB-55

CPB-56

CPB-58 CPB-60 CPB-61

iv

2020 Winter AMA Proceedings

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