AMA Winter Educators’ Conference 2007

[Pages:14]American Marketing Association

AMA Winter Educators' Conference

2007

"Marketing Theory and Applications"

AMA Educators Proceedings Volume 18

February 16-19, 2007 San Diego, California, USA

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Curran Associates, Inc. 57 Morehouse Lane Red Hook, NY 12571

ISBN: 978-1-60423-815-0

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Copyright ? 2007, American Marketing Association

Printed in the United States of America

Publications Director: Francesca V. Cooley Project Coordinator: Christopher Leporini Cover Design: Jeanne Nemcek Typesetter: Marie Steinhoff ISSN: 1054-0806 ISBN: 0-87757-324-7

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 or retrieval system, without the written permission of the American Marketing Association.

American Marketing Association

AMA Winter Educators' Conference 2007 ? Volume 18

TABLE OF CONTENTS

TABLE OF CONTENTS

iii

PREFACE AND ACKNOWLEDGMENTS

xv

BEST PAPERS BY TRACK

xvi

LIST OF REVIEWERS

xvii

ENHANCING STUDENT LEARNING IN MARKETING

Integrating the Technological Resources of the Online Learning Environment with

the VAK Learning-Styles Model to Foster Student Learning

T. Rick Whiteley

1

Web Courses for On-Campus Students: An Online Principles Course for Non-Majors

Robert Ping

10

An Exploratory Investigation of the Impact Study Time and Study Habits Have on

Academic Performance of College Students

Sarath A. Nonis, Clint Relyea, Gail I. Hudson

18

EXTERNAL (WOM) INFLUENCES ON CONSUMER BEHAVIOR

A Belief Updating Perspective of Combining Information from Sequential Multiple

Sources: Do Past Agreements Matter?

Dipayan (Dip) Biswas, Ashok K. Lalwani

20

Categorizing the Potential and Value of WOM-Referrals: Towards a Comprehensive

Typology of Social Influencers

Klaus-Peter Wiedmann, Nadine Hennigs, Sascha Langner

22

Who Is Spreading the Word? The Positive Influence of Extraversion on Consumer

Passion and Brand Evangelism

Kurt Matzler, Elisabeth A. Pichler, Andrea Hemetsberger

25

NEW MARKETS

The Emergent Knowledge Systems and Co-Shaping of Innovative Tools for Life

Science Explorations: The Analysis on the Formation of a Research Tool Kit Market

Yansong Hu, Damien McLoughlin

33

Discovering Value Perceptions of Mobile Services with Critical Incident

Technique (CIT)

Minna Pura, Johanna Gummerus

35

Technology Mediation in Service Delivery: A New Typology and an Agenda for

Managers and Academics

Jan H. Schumann, Nancy V. Keller, Florian V. Wangenheim,

Hartmut H. Holzm?ller

44

iii

IMPACT OF SPONSORSHIP

The Impact of Articulation and Audience Participation on the Evaluation of

Incongruent Sponsorships

Daniel Wentzel, Torsten Tomczak, Caspar Coppetti

46

Effectiveness of Sponsorship Communications: A Conceptual Framework Predicting

Explicit and Implicit Memory

Chanel M. Stoyle, T. Bettina Cornwell

48

Global Brand Equity Model: Combining Customer-Based with Product-Market

Outcomes Approaches

Haizhong Wang, Yujie Wei, Chunling Yu, Ping Zhao

50

CONSUMERS' PERCEPTIONS IN SERVICE ENCOUNTERS

When Not to Say You're Sorry: An Examination of the Negative Outcomes of

Apologies

Keith Richards, Doug Walker

51

Consumers' Perceptions of Firms Employing Counter-Stereotypical Service Providers:

Making a Case for a Gender Diverse Work Force

Valerie S. Folkes, Shashi Matta

53

Jaycustomer Behavior and Its Effects on Target Customers' Cognitive and

Emotional Responses

Jacob Jou, Chun Ming Yang

55

CONTEMPORARY ISSUES IN CONSUMER CULTURE

The Effects of Regulatory Focus on Romantic Couples' Gift Giving Behaviors

Hieu P. Nguyen, James M. Munch

57

Reasons Behind Body Art Adoption: What Motivates Young Adults to Acquire

Tattoos

Iryna Pentina, Nancy Spears, Jeff Sager

59

The Role of Fantasy in Experiential Marketing: Negotiating and Co-Creating

the Renaissance Festival Experience

Clinton D. Lanier, Jr.

61

FACTORS AFFECTING FUTURE WELLBEING

Looking Ahead to Greener Pastures? An Examination of Consumer's Intentions to

Engage in Funeral Planning

Elyria Kemp, Steven W. Kopp

63

Increasing the U.S. Retirement Savings Rate: The Influence of Individual Traits,

Self Theory, and Perceptual Biases

Pam Scholder Ellen, Joshua L. Wiener, Paula Fitzgerald Bone

66

The Moderating Impact of Price Controls on Buyers' Use of Reference Price in

Service Markets

D. Eric Boyd

68

iv

UNDERSTANDING CUSTOMERS, LOYALTY, AND VALUE IN GLOBAL MARKETS

International Country Segmentation: Comparative Cluster Analysis Over Three

Time Periods

Desislava Budeva

69

Delivering Superior Value Through Global Integration Strategies: A Knowledge

Management Based Approach

M. Billur Akdeniz

71

Challenging Explanations of Consumer Loyalty in Ongoing Cross-Border Service

Relationships

Edwin J. Nijssen, Hester van Herk

73

ORGANIZATIONAL IDENTITY, ROLE CONFLICT, AND SALES PERSON PERFORMANCE

Salesperson Stressor, Strain, and Performance Relationships: Moderating Effects

of Work Satisfaction

Artur Baldauf, David W. Cravens, Simone Zeller

75

Organizational Identity: Maximizing a Member's Value to the Organization

Paul Fombelle

77

Excessive Customer-Oriented Behaviors in Sales

Son K. Lam

79

CONSUMER AND TECHNOLOGY ADOPTION

Understanding Consumer Acceptance of Mobile Technology for Financial Service

Delivery

Sookeun Byun, Richard A. Feinberg

81

An Integrated Model of Consumer Innovation Adoption

Erin Cavusgil

83

Forced Adoption of Self-Service Technologies: An Exploration of Antecedents and

Consequences of Consumers' Perceived Decisional Control

Machiel J. Reinders, Ruud T. Frambach, Pratibha A. Dabholkar

85

BRAND POSITIONING AND SIGNALING

Image Effects of Marketing Events: The Impact of Flow Experiences

Jan Drengner, Hansjoerg Gaus, Steffen Jahn

87

Evaluating the Effectiveness of Brand Positioning Strategies: A Consumer

Perspective

Christoph Fuchs, Adamantios Diamantopoulos

89

What Do Brands Signal?

Ann C. Wallin, Leonard V. Coote

90

NEW INSIGHTS INTO CONSUMERS' SPENDING BEHAVIORS

An Exploratory Study of the Effects of External Anchors on Bidder Behavior in

Name-Your-Own-Price Auctions

Andrew W. Hao, Kholekile L. Gwebu

92

v

The Positive and Negative Role of Price in Excessive Buying Behavior

Monika Kukar-Kinney, Nancy M. Ridgway, Kent B. Monroe

94

How Mental Budgeting Affects Future Spending: The Role of Income and Framing

Christian Homburg, Nicole Koschate, Dirk Totzek

96

BETTER COMMUNICATION AND TARGETING OF SOCIAL ACTIVITIES

Conveying Level of Science to Consumers: When a Picture Isn't Worth a 1000 Words

Karen Russo France, Paula Fitzgerald Bone

98

Profiling the Target Audience of a Social-Marketing Campaign: A Cluster Analysis

Approach

Gianfranco Walsh, Louise M. Hassan, Edward Shiu, Gerard Hastings

100

A Scale to Measure Consumer Vulnerability to Perceived Product Similarity

Problems: Replication and Extension

Gianfranco Walsh, Lindsay Miller, Vincent-Wayne Mitchell

102

CONTEMPORARY ISSUES IN ADVERTISING

Consumer Skepticism and Thematically Tied Advertising Response

Sarah J. Kelly, T. Bettina Cornwell, Leonard V. Coote

104

Humor and Ad Memorability: On the Contributions of Humor Expectancy,

Relevancy, and Need for Humor

Thomas W. Cline, James J. Kellaris, Jason Bondra

106

Who Is Trying to Persuade Me? Exploring Consumer Interpretations of

Endorsement-Based Advertising

Colleen Bee, Scott A. Jones, Mark Bogash

108

TECHNOLOGY AND RESEARCH METHODS: MEASUREMENT AND NEW ADVANCES

Rethinking Readiness: Development and Validation of a Reduced Form of the

Technology Readiness Index (TRI)

Michelle Barnhart, Mark Ratchford

110

3D vs. Traditional Conjoint Analysis: Which Stimulus Performs Best?

Alma Berneburg, Bruno Horst

112

Data Mining Technique for Gene Analysis Makes Profits in the Supermarket

Katsutoshi Yada, Yukinobu Hamuro, Naoki Katoh

122

BRANDING ISSUES IN CONSUMER BEHAVIOR

Customer Perspectives on Brand Mergers: The Role of Confidence, Loyalty, and

Apparent Purpose

Anil Thozhur, Mark Heitmaan, Donald Lehmann

130

The Sins of the Father Shall Be Visited Upon the Sons: The Effect of Corporate

Parent Affiliation on Consumers' Perceptions of Corporate Societal Marketing

Andrew E. Wilson

132

vi

The Effects of Irrelevant Attributes in Brand Communication

Hans H. Bauer, Carmen-Maria Albrecht, Tobias E. Haber,

Marcus M. Neumann

134

CREATING VALUE THROUGH CUSTOMER SERVICE AND SATISFACTION

The Dark Side of Hierarchical Loyalty Programs: Testing Customer Reactions to

Relationship Status Reductions

Tillmann Wagner, Thorsten Hennig-Thurau

136

The Role of Technology Paradoxes in Customer Satisfaction Evaluation of

Self-Service Technology

Devon Johnson, Fleura Bardhi, Dan Dunn

138

A Contextual Cue That Magnifies Perceptions of Service Failure: Other Customers

Do Make a Difference

Tracy Meyer, Thomas L. Baker, James D. Johnson

140

EVALUATING AND MEASURING KEY MARKETING STRATEGY ELEMENTS

Brand Equity: The Perpetuity Perspective

Justin Anderson

142

Should Firms Prioritize Their Customers?

Christian Homburg, Mathias Droll, Dirk Totzek

144

Restructuring SERVQUAL

Jun Ma

146

INTERORGANIZATIONAL ALLIANCES

The Impact of Strategic New Product Alliances on Radical Product Innovation

Kumar R. Sarangee

148

Making More or Fewer but Closer Friends: The Sales Impact of the Breadth and

Depth of a Firm's Alliance Relationships

Ning Li

150

Boundary Spanners as a Strategic Resource: The Vital Role of Information Flow

Trent R. Wachner, Jonathan D. Arthurs

152

Managing Portfolios of Product Alliances

Sudha Mani, Kersi D. Antia

154

INTERFIRM ISSUES IN GLOBAL MARKETING

Satisfaction in International Channel Relationships: A Local Channel Member

Perspective

Tillmann Wagner, Christian Schmitz

156

Global Account Management Practices: Drivers and Outcomes

J. Chris White, Mehmet Berk Talay, Linda Hui Shi

158

Performance of Multinational Firms' Subsidiaries: A Learning Perspective

Gerald Yong Gao, Yigang Pan

160

vii

MANAGERIAL AND CUSTOMER PERCEPTIONS, CONTROL STRATEGY, AND SALES PERFORMANCE

The Sales Force as Seen from the Executive Suite: Does Competitive Intensity Matter?

Artur Baldauf, William L. Cron, Samuel Grossenbacher, Thomas W. Leigh

162

The Impact of Sales Manager Control: The Role of Manager Control Competencies,

Manager Extra-Role Performance, and Critical Sales Skills

Nigel F Piercy, Nikala Lane

164

Online Customer-to-Customer Communications as Drivers of Relationship Quality

and Purchase Behavior

Mavis T. Adjei, Stephanie M. Noble, Charles H. Noble

166

IMPACT OF BRAND PERSONALITY

The Impact of Brand Personality Dimensions on Brand Performance

Martin Eisend, Alexandra Langer

168

Perceived Service Quality and Customer Trust in a Professional Service Setting:

What Difference Does Customer Education Make?

Andreas B. Eisingerich, Ming Lim

170

The Fit Between Brand Personality and Consumer's Self: The Importance of

Self-Congruence for Brand Performance

Harley Krohmer, Lucia Mal?r, Bettina Nyffenegger

172

TRUST AND LOYALTY EFFECTS ON CONSUMER BEHAVIOR

Consumer Behavior on the Internet: Trust and Perception of Security Control in

the Brazilian Context

Delane Botelho

174

The Collective-Relational Conundrum: Market Trust, Ambivalence, and Consumer

Loyalty Judgments in Relational Exchanges

Rama Jayanti, Jagdip Singh

182

Consumer and Personal Trainer Loyalty: The Value of Building Relationships While

Building the Body

Pia A. Albinsson

184

INTERFIRM GOVERNANCE

Toward a Theory of Transformative Business Relationships in Marketing:

Conceptual Framework and Research Propositions

Annmarie Ryan, Lisa O'Malley, John Fahy

186

Collaboration Behavior and Interorganizational Governance: An Integrative

Framework

William J. Qualls, Jongkuk Lee

188

Creating Value Through Customer Specific Marketing Investments in a B2B Context

Maria Gabriela Piscopo

190

Linking Customer Perceived Value and Web Sites Communication: A Case Study

in Business-to-Business Relationships

Natasa Golik-Klanac

198

viii

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