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

J. Andrew Petersen, Penn State University

Nicole Coleman, University of Pittsburgh

Davide Proserpio, USC Marshall

Gokcen Coskuner-Balli, Chapman University

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

Felipe Thomaz, Oxford University

Zach Hall, Texas Christian 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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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

Social Media: New Applications, New Concerns

Bringing "Pins" and "Likes" to the Store: The Influence of Cueing Social Media Popularity at the Point of Sale Franziska B?hmer, Madeline Barth

Ad Transparency in Influencer Marketing: A Curse or a Blessing? Alisa Petrova, Andrea K?hr, Lucia Mal?r, Dominik Hauert

Social Media Marketing and Willingness to Pay Premium Prices: A Multiple Mediation Model Mona Mrad, Charles Chi Cui

The Effect of Photo Sharing via SNS on Consumer Engagement and Enjoyment Akinori Ono, Yongyi Wang, Ryosuke Shimizu

Fear of Missing Out: Scale Development Zhuofan Zhang, Fernando R. Jim?nez

Computer Screen or Real Life? Comparing the Allocation of Visual Attention in Remote and Mobile Settings Seidi Suurmets, Jesper Clement, Jonathan Dyssel Stets, Amanda Nygaard, Elli Nikolaou

What Motivates, and Who Persuades, Us? Persuasion in the Marketplace

A Motivation Account of Cocreation Effect: The Role of Regulatory Fit on Consumer Willingness to Pay for Cocreation Activities Tang Yao, Lan Xia, Qiuying Zheng

A Double-Edged Sword? The Impact of Celebrity Endorsements on Attention and Attitude Toward the Ad Daniel Bruns, Tobias Langner, Lars Bergkvist

Investigating the Effect of Perceived Celebrity Lifestyle Status and Persuasion Style in Advertising on Consumers' Willingness to Spend (WTS): A Celebrity Priming Perspective Komal Nagar

Connecting the Dots: How Consumers' Motivation Influences their Attitude Towards Different Types of Events Florian Neus, Hanna Schramm-Klein, Florentine Frentz, Frederic Nimmermann

Giving an Incentive to Buy or a Reason to Buy? How to Change Consumers' Minds at the Point of Sale Marius Johnen, Oliver Schnittka

A Complete Consumer Journey: Tracking Motivation in the Marketplace Jacob Suher, Szu-chi Huang, Leonard Lee

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Marketing and Consumption Around the World

Innovation and Consumption in BoP/Emerging Markets

How Are We Actually Doing? Performance Assessment of BOP Innovation Projects Sergej von Janda, Frank Ohnesorge

Taming Desire? Negotiating the Complex and Paradoxical Tension Between Consumer Passion and Social Order Ateeq Abdul Rauf, Ajnesh Prasad

Consumption for Well-Being: The Izikhothane Phenomenon Liezl-Mari? van der Westhuizen, Robin A. Coulter, Kelly D. Martin

Voters' Consumption of General Elections in Transitioning Economies: Scale Development and Validation Charles Blankson, Kobby Mensah

Global Online Consumer Behavior

What Drives Consumers to Participate in Sharing Economy and Collaborative Consumption? Adriana Luri Minami, Carla Ramos, Adriana Bruscato

Social Media Personality Edifice: Understanding through Facebook Consumption Culture of Canadian and Korean Users Laila Shin Rohani, May Aung, Grace Fang Yu-Buck, Arul Mishra, Himanshu Mishra

Effect of Individualism on E-Word of Mouth (E-WOM): Theory and Evidence Somnath Banerjee, Linlin Chai

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An Examination of Online Product Nonreturns and Consumer Intentions to Return to the Store Aishwarya Ramasundaram, Avinash Mulky

The Impact of Language Proficiency on Service Satisfaction Wolfgang Messner

Brand Globalness, Consumer Identity, and Ethnocentrism

The Interplay and Consequences of Brand Globalness and Local Iconness: The Case of Mexican American Consumers Mo Zolfagharian, Sasawan Heingraj

How Country Stereotypes and Brand Globalness Drive Brand Preferences in Austria and the Netherlands: Consumer Ethnocentrism and Hedonic/Utilitarian Product Characteristics as Moderators David Bourdin, Attila Yaprak

Do Product Failure Type and Product Country of Origin Matter in Consumer Attitudes Toward Product Failures? A Two-Country Study Ronnie (Chuang Rang) Gao

A Life Course Perspective of Consumer Agency: Food Practices in China, 1949?Present Hongyan Yu, Ann Veeck, Hong Zhu, Hongli Zhang

Asymmetric Effects of Supplier Hypocrisy Along Global Supply Chains: Empirical Evidence from China and Germany Nils Christian Hoffmann, Juelin Yin, Stefan Hoffmann

Understanding Generational Complexity in International Markets: The German Case Bjoern Bohnenkamp

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Personal Selling and Sales Management

Emerging Research: Professional Selling in an Increasingly Connected and Customer-Centric Marketplace

Selling in the New Age Mohsen Pourmasoudi, Michael Ahearne, Zachary Hall, Partha Krishnamurthy

Does Digital Transformation in B2B Sales Really Pay Off? The Core Role of Selling Complexity Alexandru Ionut Oproiescu, Sascha Alavi, Christian Schmitz, Jan Wieseke

Communicating the Value Proposition in Personal Selling: Cocreation of Virtual Value Experience Using Storytelling Michael Norbert Hartmann, Sven Markus Laudien

Transformational Tools in Customer Acquisition: Understanding Ambivalent Effects of Salespeople's Social Media Usage on Customer Acquisition Success Dennis Schendzielarz, Sascha Alavi, Jan Helge Guba

Between Curse and Blessing: An Empirical Analysis of the Digitally Supported Customer Advisory at the Point of Sale Tobias Roeding, Theresia Mennekes, Hanna Schramm-Klein

Goods Versus Services in Price Negotiations: An Examination of Customers' Psychological and Behavioral Responses Marco Schwenke, Johannes Habel, Sascha Alavi, Christian Schmitz

Is Social Media Diminishing the Active Listening Skills of B2B Salespeople? John Cicala, Emily Tanner

Emerging Research: Enabling the Sales Force in Complex Markets

How Should Firms Onboard New Salespeople? The Relative Efficacy of Centralized vs. On-the-Job Training Phillip Wiseman, Michael Ahearne, Zachary Hall, Seshadri Tirunillai

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2019 Winter AMA Proceedings

Multilevel Antecedents of Value-Based Selling and Performance: A Systems Theory of Motivation Perspective Ryan Mullins, Bulent Menguc, Nick Panagopoulos

Nothing Can Stop Me Now: How Inside Sales Representatives' Sales Call Success Expectancies Influence Their Behavior During B2B Interactions with Customers Marcel Kleifeld, Till Haumann, Christian Schmitz

Fail Fast, Sell Well: The Contingent Impact of Failing Fast on Salesperson Performance Scott B. Friend, Kumar Rakesh Ranjan, Jeff S. Johnson

The Role of Salespeople's Customer Orientation in Price Negotiations Roland Kassemeier, Sascha Alavi, Johannes Habel, Christian Schmitz

A Better Way to Evaluate Outcomes in Negotiation Role Plays Frederik Beuk

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Institutional and Cultural Complexity

Rethinking Agency and Contesting Market Relations

Recognizing the Complex Relations Among Modernity, the Market, and Marketing A. Fuat Firat

The (Re)Structuration of Consumers' Actions into Sustainable Routines: Sustainability as a Byproduct of Structure and Agency Matthew B. Lunde, Kent Drummond

Decentering Human Experiences: The Case of CrossFit Alexander Rose, Abigail Nappier Cherup, Susan Dobscha

Wedding and Consumption in an Intercultural Perspective Kawtar Abouhazim, Olivier Badot

Changing Kitchens: Understanding New Meanings and Practices of Familial Food Preparation in a Modernizing Society Ateeq Abdul Rauf

Adopting a Market Orientation as a Strategic Response to Market Neoliberalization Rodrigo Castilhos, Pierre-Yann Dolbec, Marcelo J. Fonseca, Guilherme Trez

Innovation and Legitimacy in Evolving Markets

Changing Markets by Triggering Socio-Cognitive Transformations: How Tesla Boosted the Electric Car Market Pierre-Yann Dolbec, Eileen Fischer

Contested Boundaries and Logics: Organizational Legitimacy in the Subfield of Online Journalism Gillian Brooks

The Regional Innovation System of Medell?n: Perceptions and Motivations of Participant Organizations Ana M. Ortega, Lina M. Ceballos

Toward a Unified Domain for Theorizing Market Datafication: The Intersection of Dataist Ideology, Data-Driven Markets, and the Quantified Consumer Beth Leavenworth DuFault, John W. Schouten

Collaborative Innovation as Representation: An Institutional Perspective Claudia Maria Vaughan

Drivers and Contextual Barriers of Radical Technology Adoption in Organizations: Example of the Mexican Footwear Industry Desir?e Ukobitz, Rita Faullant

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