2019 AMA Summer Academic ConferenceMarketing on Fire: Burning Questions Hot New Methods and Practical Ideas Worth Spreading

August 9o11 | Chicago, IL

PROCEEDINGSVolume 30

Editors: Keisha Cutright, Duke University James Alvarez Mourey, DePaul University Renana Peres, Hebrew University of Jerusalem

2019 Summer AMA Conference

Marketing on Fire: Burning Questions, Hot New Methods,and Practical Ideas Worth Spreading

August 9–11, 2019 | Chicago, IL

CochairsKeisha Cutright, Duke University James Alvarez Mourey, DePaul University

Renana Peres, Hebrew University of Jerusalem

Associate Editors

Volume 30

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

The Numbers Game: Ralf van der Lans, Hong KongUniversity of Science and Technology & PeterEbbes, HEC Paris

UX Off/Online: Michael Haenlein, ESCP Europe &Irit Nitzan, Tel Aviv University

Consumer Well-Being: Hal Hershfield, University ofCalifornia, Los Angeles & Jordan Etkin, DukeUniversity

Art of Promotion: Claudia Townsend, University ofMiami & Michaela Draganska, Drexel University

Society & Culture: Jenna Drenten, LoyolaUniversity Chicago & Pia Albinsson,Appalachian State University

Points of Purchase: Abhijit Guha, University of SouthCarolina & Ayelet Israeli, Harvard University

On People & Brands: Joey Hoegg, University ofBritish Columbia & Sonia Monga, Rutgers University

Consumer 360º: Ryan Elder, Brigham, YoungUniversity & Simon Blanchard, GeorgetownUniversity

The Digital World: Ashlee Humphreys,Northwestern University Sha Yang, University ofSouthern California

Marketing for Good: Rod Duclos, University ofWestern Ontario & Alix Barasch, New YorkUniversity

An Innovation Is Born: Eitan Muller, New YorkUniversity & Stav Rosenzweig, Ben-GurionUniversity of the Negev

Data Collection & Analysis: Hannes Datta, TilburgUniversity & Bryan Bollinger, Duke University

Planning & Execution: Frank Germann, Notre Dame& S. Sriram, University of Michigan

B2*: Mahima Hada, City University of New York &Alok Saboo, Georgia State University

Copyright © 2019, American Marketing AssociationPrinted in the United States of America

Production Editor: Marilyn StoneTypesetter: Sarah Burkhart

ISBN-13: 978-0-87757-005-9

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

2019 Summer AMA Proceedings iii

Contents

Foreword xix

Awards xx

Reviewers xxii

An Innovation Is Born: Innovation, Creativity, and New Product Development

AI and Big Data in the Service of MarketingThe Use of Machine-Generated Creativity in Marketing IIB-3

Christine Marie Auer, Silke BartschThe Effects of Artificial Agents (AA) on Consumer Attitudes: Resisting AA Recommendation in Symbolic

Consumption IIB-4Yaeri Kim

Using Big Data to Leverage Customer Need Diversity in Radical Innovations IIB-6Tereza Dean, Haisu Zhang, Yazhen Xiao

Stock Markets and InnovationDivesting Development? The Impact of Share Repurchases on Corporate Innovativeness IIB-8

Mario Vaupel, David Bendig, Malte BrettelHow New Product Preannouncements Affect Stock-Listed Innovators: The Case of Book Adaptations IIB-10

Rouven W. SchwerdtfegerGlobal Product Launches and Firm Value IIB-12

M. Berk Talay, Michael Obal, Billur Akdeniz, Janell Townsend

Effects of Knowledge, Behavior, and Culture on Innovation Fast, Innovative, but Not Radical: How Customer Knowledge Boosts New Product Development IIB-13

Oliver Burger, Tessa Christina FlattenThe Impact of Different Types of Market Orientation on New Product Development Performance: Considering

the Effect of Knowledge Base IIB-15Renfang Liu, Ci Zeng, Xina Yuan, Hailin Zhang

CEO Testosterone and New Product Introduction IIB-17Arpita Agnihotri, Saurabh Bhattacharya

Innovative Culture: Implications for Marketing Innovation and Brand Outcomes in Exporting Organizations IIB-23Marios Theodosiou, Ahmed S. Gaara, Evangelia Katsikea, Pascale Hardy

Entrepreneurship, New Products, and Performance Entrepreneurial and Alliance Orientation Alignment: Implications for New Product Development Process,

Program, and Performance IIB-25Adriana Amaya Rivas, Yen-Chun Chen, Ta-Kai Yang

Customer Involvement and New Product Performance: The Mediating Role of Marketing and Technological Capabilities IIB-27Yen-Chun Chen, Hsien-Tung Tsai, Todd J. Arnold

International Entrepreneurial Culture and International New Venture Performance: The Mediating Role of Entrepreneurial Marketing IIB-28Dominic Buccieri

Scale Development of Synergistic Capability Based on Logistics Innovation and Its Effect on Market Orientation and Performance IIB-30Wang Xiaoyu, Ran Linzan

The Role of the Individual in Innovation The Product Is Me: Hyperpersonalized Consumer Goods as Unconventional Luxury IIB-38

Mark S. Rosenbaum, Germán Contreras Ramirez, Jeffrey Campbell, Philipp KlausThe Effect of Attribute Originality on Consumers’ Adoption of Customization: The Role of Construal Level IIB-40

Bo ChenHuman-Focused Innovation: A New Approach to Creative Invention IIB-41

Cheryl Nakata

Art of Promotion: Advertising, Promotions, and Integrated Approaches

New Horizons: Promoting Through Sonic Elements, Unexpected Brand Associations, andFemale Sexual PowerWhat Drives Positive EWOM on Native Advertising? The Impact of Design Characteristics and Brand-Content

Incongruency AOP-2Qixing Li, Wenyu Dou

Did You Hear That? Sonic Logos and Consumer Judgments of Logo Shapes AOP-4Shawn P. Scott, Daniel Sheinin, Lauren I. Labrecque

Sexual Appeals in Advertisement: How It Has Changed AOP-5Elika Kordrostami, Melika Kordrostami

Promoting in 2019 and Beyond: Investigations of Issues Pertinent to Today's Marketers and ConsumersHow Platform Protection Insurance Drives Platform Growth: Natural Experiment and Machine Learning in a

Sharing Economy AOP-6Siliang Tong, Xueming Luo

When App-Rooming Promotions Work for Multichannel Shoppers: A Field Experiment AOP-7Siliang Tong, Xueming Luo, Debashish Ghose, Takeshi Moriguchi

“Yes, I Recall,” but “No, I Don’t”: How and Why Brand Attribute Negation (vs. Affirmation) Impairs Brand Recall Memory: The Role of Behavioral Mindsets and Spreading Semantic Activation AOP-9Sudipta Mandal, Arvind Sahay, Sanjeev Tripathi

Prescription Drug Advertising: Recall and Patient Behavior AOP-11Ignatius Fosu

Culture, Images, Emotions, and Motivation: What Makes a Promotion Effective?Impact of Cultural and Regulatory Fit on Product Evaluations: Information Consistency from Multiple

Information Sources AOP-13Mingyue Zhang, Jerome Williams

Investigation of Intrinsic and Extrinsic Marketing Communication Motivation in Meeting the Needs Attainment of Malaysian Commercial Fitness Centers for Member Retention amongst Millennials AOP-14Nazeirah Bt. Mat Amin, Derek Ong Lai Teik

iv 2019 Summer AMA Proceedings

The Effectiveness of Advertising Messages Causing Guilty Pleasure AOP-16Rei Sagawa, Kyosuke Woo, Miki Ikezawa, Yuya Ogata, Haruka Tohge, Haruna Okamoto, Rintaro Okada, Takahiro Chiba

A Picture’s Worth a Thousand Words: Using Depictions of Movement in Ads to Tell Stories and Generate Narrative Transportation AOP-22Jamie L. Grigsby, Robert D. Jewell, César Zamudio

B2*: Selling and Sales Management in Business and Consumer Markets

Sales Strategy for B2B MarketsSales-Service Interfaces in B2B Value Cocreation BCM-3

Scott B. Friend, Avinash Malshe, Gregory J. FisherHow Institutional Pressures and System Characteristics Shape Customer Acceptance of Smart Product-Service Systems BCM-5

Eva Kropp, Dirk TotzekIs the Potential B2B Buyer Interested or Ready to Buy? Estimating the Stage of the B2B Buying Behavior BCM-7

Neda B. Marvasti, Juho-Petteri Huhtala, Zeinab R. Yousefi, Bikesh Upreti, Pekka Malo, Samuel Kaski, Henrikki Tikkanen

Prospect Evaluation: An Intuition-Based Approach in the Presence of Market Turbulence BCM-9Gabriel Moreno, Milton Flores, Justin R. Muñoz

Sales Success with Social MediaSalespeople LinkedIn Effects on Opportunity Wins BCM-10

Danny P. Claro, Fabio Miranda, Silvio A. Laban NetoDifferential Effects of CRM and Social Media on Buyer–Seller Information Exchanges: A Multigroup Analysis Comparing High Vs. Low Seller Experience BCM-12

Raj Agnihotri, Rakesh Singh, Omar S. Itani, Kevin TrainorIs Social Media Making the Sales Call a Lost Art or a Lost Cause? BCM-14

John E. Cicala, Zhuofan Zhang, Tim Butler

Managing Sales Force WellbeingDoing It My Way: The Mediating Role of Deviating from Company Sales Guidelines BCM-15

Justin R. Munoz, Gary L. Frankwick, Gabriel Moreno, Milton Axel Flores Selling to Experts and Novices: Adapting Rational Sales Influence Tactics to Customer Expertise Levels BCM-17

Yenee Kim, Richard G. McFarland“A Little Something of Everything”: Exploring the Unconventional Relationship Between Job Stressors and

Frontline Employees’ Service Adaptive Behavior and Performance BCM-18Raj Agnihotri, Ashish Kalra, Michael T. Krush, Prabhat K. Dwivedi

A Metaanalytic Examination of the Causes of Salesperson Turnover BCM-19Hossein Hashemi, Reza Rajabi, James Boles, Thomas Brashear Alejandro

Bringing the Outside In: Salesforce ManagementEthical Disciplinary Enforcement and Salesperson Performance BCM-20

Joon-Hee OhBias or No Bias? The Monadic and Dyadic Role of Gender in Salespersons’ Performance and Hiring BCM-22

Bahar Ashnai, Prabakar Kothandaraman, Sudha ManiCultural Controls and Salesperson Engagement BCM-24

Stacey L. Malek, Shikhar Sarin, Bernard J. Jaworski

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vi 2019 Summer AMA Proceedings

New Frontiers in Sales ManagementA Wisdom-Based Salesperson Development Model as an Alternative to the Current Sales Force Development

Model BCM-26Hun-Hui Oh, Joon-Hee Oh

Improving Sales Force Listening and Comprehension: An Eight-Nation Empirical Comparison of Three Listening Strategies BCM-28Charles M. Wood, Ingrid Kirschning Albers

The Indirect Effects of Management Support and Social Support on Sales Performance Through the Mediation of Value Congruence BCM-29Valter da Silva Faia, Valter Afonso Vieira

Sink or Swim: An Examination of Two Approaches to Training Sales Employees BCM-31Justin R. Munoz, Fernando R. Jiménez

The Role of Sales Force Control Systems in Driving the Sales of New Products BCM-32Sandeep Puri, Rakesh Singh, Narendra Kumar, Babak Hayati

The Effects of Expert Knowledge Sharing on Salesperson Performance BCM-34Danny P. Claro, Giuliana Isabella

Consumer 360°: Understanding Consumers from Multiple Perspectives

Methods to Study Consumer ChoiceUnderstanding Consumer’s Decision Making Process: New Insights from Constraints Negotiation Theory CO3-4

Siti Aqilah Jahari, Pervaiz Ahmed Khalid, Chew Yin TengIs Sense of Beauty a Must or a Plus? The Influence of Product Aesthetics Preference on Consumer Choice CO3-6

Jesheng HuangHow Much Choice Is Too Much? A Machine Learning Based Meta-Analysis of Choice Overload CO3-8

Nan Zhang, Heng Xu

Exploring the Consequences of Being EmotionalReaching Beyond the Stars: The Effect of Emotionality in Online Word-of-Mouth Across Cultures CO3-9

Tiffany Y. WendlerConsumers’ Correction for Mood Bias in Product Judgment CO3-11

Yi-Wen Chien, Chung-Chiang HsiaoRitual Affects Construal Level: The Roles of Emotion and Involvement CO3-13

Chongye Huang, Rong ChenEmotional Reasoning and Consumer Choice CO3-14

Blair Kidwell, Andrea R. Bennett, Jonathan Hasford, Molly Burchett, David Hardesty

A 360 Spotlight on Online MarketingThe Effect of Customer Feedback on Sales Performance in Online Market CO3-16

Seungyong Lee, Sunju Park, Seungwha (Andy) ChungReturn Attributes That Matter! An Abductive Research Approach to Study Return Attributes of the E-Tailing

Firms and Customer Outcomes CO3-18Shilpi Saxena, Vaibhav Chawla, Richa Agrawal

Effects of Online Shopping Payment Reminding on Consumer Purchase Decision: The Role of Price Salience CO3-21Yu Gu, Rong Chen

Mobile-Assisted Showroomers: What They Do Inside Brick-and-Mortar Stores CO3-23Jorge Fiestas Lopez Guido

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Toward an Inclusive Online Marketplace: The Inverted U-Shaped Effects of Consumer Resources and the Role of Institutional Constraint CO3-24Junjun Cheng, Yimin Huang, Rongwei Chu

Key Factors That Enhance or Weaken Chinese and German Consumers’ Cross-Border E-Commerce Intention CO3-26Anne Fota, Gerhard Wagner, Hanna Schramm-Klein

Perspectives on Consumer InteractionsWhy and When Consumers Are More Likely to be Influenced by User-Generated Content or Firm-Generated

Content CO3-28Jifeng Mu, Jonathan Z. Zhang, Ellen Thomas

Motivating Consumers: Monetary versus Nonmonetary Rewards in Consumer Cocreation CO3-29Miao Zhao, Yimin Zhu, Zhengzhu Wu, Ruby Saine

The Role of Cognitive Complexity and Risk Evasiveness in Herd Behavior CO3-31Rejikumar G, Sofi Dinesh

How Sharing Self-Quantification with Others Influence Persistence Intention: The Role of Goal Conflict CO3-33Haijiao Shi, Rong Chen, Feng He

Post-Purchase ReevaluationsConsumers’ Attitude Recalibration: The Role of Attitude Confidence CO3-35

Chung-Chiang Hsiao, Yi-Wen ChienMore Can Be Achieved with Honey and Sugar: Relational Justice Enhances Service Recovery CO3-36

Nayyer Naseem, Sujay Dutta, Attila YaprakDo Negative Reviews Have a Negative Impact on Consumer Product Evaluation? CO3-37

Taiga Sakuramoto, Kaito Mitsuishi, Yuya Nakamura, Nako Tsubota, Ayumi Tsumu, Takahiro ChibaSo What’s Driving Customers' Repurchase Intentions and True Repurchases? Not Satisfaction or

Identification but Its Product Quality, Stupid! CO3-44Ramesh Roshan Das Guru, Marcel Paulssen

Fresh Approaches to New Product DevelopmentCustomer Learning and New Product Success: Are Customers Ready? CO3-46

Yufei Zhang, Tomas Hult, Feng Wang, Jeongwen Chiang, Chen LinAbandon Distinctiveness in Good Old Time: How Nostalgia Decrease Consumers’ Uniqueness Seeking

Tendency CO3-49Yafng Fan, Jing Jiang, Zuohao Hu

Using Hedonic Descriptions to Lessen the Impact of Waiting After a New Product Preannouncement CO3-51Yizhe Lin, James Agarwal

A 360 Spotlight on BrandingPurchase Intentions and Point of Purchase: Customer 360-Degree Perspective CO3-53

Ritu Sharma, Sandeep PuriBrand Recovery in the Context of Sacred Consumption: An Institutional Perspective CO3-54

Simran Kaur, Pervaiz K. Ahmed, Chong Yit Sean, Yunus AliMovie Consumption and Brand Placement Preferences of Young Adults CO3-56

Sujo Thomas, Sonal Kureshi, Vandana SoodCustomer Empowerment in the Face of Perceived Incompetence: Effect on Preference for Anthropomorphized

Brands CO3-58Jamel Khenfer, Steven Shepherd, Olivier Trendel

The Differential Effects of Face Gain versus Face Loss on Luxury Brand Consumption CO3-60Jianping Liang, Rajeev Batra, Zhuomin Shi

viii 2019 Summer AMA Proceedings

Effect of Business Cycles on Consumers’ Reliance on Brands: Moderating Role of Brand and Product Characteristics CO3-62Koushyar Rajavi, Marketing, Tarun Kushwaha, Jan-Benedict Steenkamp

A 360 Spotlight on ConsumptionConsumer Behavior in Collaborative Consumption: Analysing the Role of Cognitive Complexity and

Psychological Empowerment on Customer Value CO3-63Sofi Dinesh, Rejikumar G.

Compulsive Consumption in the Consumer Journey: Synthesis and a Research Agenda CO3-69Fabio Sandes

Gender Role Congruency: Uncovering the Effects of Gender Roles on Advertising Consumption CO3-75Greer Alison, Marike Venter De Villiers, Neo Phiri, Tinashe Chuchu

Nudging to Healthy Food Preference: A Research Based on the Goal Conflict Model of Eating CO3-76Yanfeng Zhou, Ting Zhang, Huanhuan Ruan, Guang Huang

The Effect of the Fresh Start on Virtue Food Selection: The Mediation of Regulatory Resources CO3-78Yu Yu, Hongyan Yu, Bingcheng Yang

Where Do Consumption Collectives Come from: The Story of Shared Resource Bundles CO3-80Matthew A. Hawkins, Kubra Canhilal

Consumer Well-Being: Physical, Financial, and Emotional Health

Consumer Well-Being 1Unlocking the Dynamics of Subjective Financial Well-Being in Retirement CWB-2

Teagan Altschwager, Jody EvansUnderstanding the Effects of Customer Participation in Financial Services for the Unbanked: A Transformative

Service Research Perspective CWB-4Adriana Rivas, Juan Bustamante

Service Breakdown Prevention and Consumer Well-Being: A Mindfulness Perspective CWB-6Yao-Chin Wang, Po-Ju Chen, Carol Megehee, Arch Woodside

Materialism, Emotional Intelligence, and Coping Strategies CWB-7Beata !einauskien", Au#ra R$telion", Ligita Zailskait"-Jak#t", Rosita Lekavi%ien", Shahrokh Nikou

Consumer Well-Being 2Eating Green: The Effects of Attitudes Towards Vegetarian Food and Vegetarian People on Self-Identity and

Consumption Behavior CWB-9Mingyue Zhang, Jerome Williams

The Role of Food Quality, Health Consciousness and Price Sensitivity on Fast-Food Purchase Intention: A Comparison of Consumers in Canada and Turkey CWB-10Francis Mumuluh Veuphuteh, Beyza Gultekin

Princesses Eat Cupcakes and Ninjas Eat Pizza: A Quantitative Content Analysis of Food Messages in Children’s Toy Tied Media CWB-12Eric Setten, T. Bettina Cornwell

The Effectiveness of mHealth Applications on Preventive Health Care Behavior and Well-Being CWB-14Silke Bartsch, Christoph Schmitz

Consumer Well-Being 3A!Systematic Review and!Meta-Analysis of Customers’!Behavioral Responses!to Interpersonal Touch! CWB-15

Amin Saleh, Louis J. Zmich, Barry J. Babin

2019 Summer AMA Proceedings ix

Secret-Concealment Instigates Variety-Seeking Behavior in Consumption Choice CWB-17Zhuoyi Fan, Rong Chen, Feng He

Self-Efficacy: Effects on How Patients Choose to Engage in Their Care CWB-19Mary E. Schramm, Tilottama G. Chowdhury, Myra Odenwaelder, Eunice A. Lisk

Data Collection and Analytics: Marketing Research, Methods, and Analysis

Data Collection and Analysis IHow to Capture Model (Mis-)Specification in Structural Equation Modeling DCA-2

Nadine Schröder, Andreas Falke, Herbert EndresThe Influence of Model Size on the Estimation Accuracy of Estimation Methods in Structural Equation Models

with Ordinal Variables DCA-3Andreas Falke

Developing Analytical Capabilities in Marketing: Challenges Associated with Usage of Unstructured Data DCA-4Valeriia Chernikova, Johanna Frösén

Data Collection and Analysis IILeveraging Business Analytics to Support Marketing Decisions in Healthcare Industry DCA-6

Kessara Kanchanappoom, Jongsawas ChongwatpolBig Data Analytics in the Context of Airbnb: A Personality Analysis Approach Based on Text Mining DCA-11

Murat Acar, Aysegul TokerSeamless Integration of Primary and Secondary Data in Marketing Research: Benefitting from Management

Information Systems’ Evolutionary History DCA-13Ravi Parameswaran

Retail Technology Acceptance Model!for Online at Offline (O@O):!Comparing Different Generations of!Data Analysis Techniques DCA-15Sookhyun Kim

Marketing for Good: Ethics and Socially Responsible Marketing

The Signal of SustainabilitySustainability Signaling, Corporate Identity Congruence, and Corporate Image Congruence: Maybe It’s Better

to Say Nothing at All MFG-3Tyler Milfeld, Daniel J. Flint, Paola Signori, Bridget Satinover Nichols, Irene Gozzo

The Influence of Supply Base Size on Sustainable Purchasing and Organizational Sustainability Performance MFG-5Anshu Arora, Amit Arora, K. Sivakumar, Gerard J. Burke

When Ignorance Is Bliss: The Effect of Multiple Third-Party Environmental Labels on Ethical Consumer Behavior MFG-6Irem Yoruk, Andrea Tangari

To Embrace or Not to Embrace Sustainability in Marketing Communication: That Is the Question MFG-8Tyler Milfeld, Daniel J. Flint

Nonprofits in Emerging Markets Marketing Doctrine in Public Sector Undertakings in an Emerging Market MFG-10

Srinivasan Swaminathan, Sandeep Patnaik, Rajiv Nag

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A Comparison of Marketing Research on Nonprofits in China and the United States: Review, Assessment, and Future Research MFG-12Chi Zhang, Lanying Du, Xiumei Li

The Organizational Side of Social Decisions The Pursuit of a Green Image in Family Firms: Exploring the Role of Organizational Leadership and Positive

Psychology MFG-13Isabel Catherine Eichwald, David Bendig, Malte Brettel

Corporate Social Responsibility and Financial Performance from a Consumer Perspective: An Application of Value Engineering Theory MFG-15Ke Chen, Lei Xu, Xina Yuan, Feng Xiong

Workplace Gender Diversity and Financial Outcomes: Evidence from the Video Game Industry MFG-17Samantha Galvan, Richard Gretz

Crossing the Funding Barrier: Fundraising Along with Social Organizations Lifetime Cycle MFG-19Gil Peleg, Gal Gutman, Merav weiss-sidi, Oded Lowengart

Ethics 1, Teams 0: The Effect of Coach and Student Athlete Punishment on Academic Institutions MFG-24Laura Boman, Sarah Lefebvre, Ganga Urumutta Hewage

Myth or Reality: Do Young Australians Have Compulsive Buying Tendencies? MFG-26Michael Lwin, Ya Xiao

Focusing on Corporate Social Responsibility How the Programs of CSR and Information Sources Interact to Affect Consumer Attitude of the Brand:

The Mediating Role of CSR Authenticity MFG-28Yi-Hsiu Chang, Ta-Kai Yang, Ming-Huei Hsieh, Yen-Ku Kuo

Fit Isn’t Everything: A Moderated Mediation Model of Fit, Cause Involvement, and CSR Knowledge on Consumer Response to Cause-Related Marketing MFG-29Regina V. Frey Cordes, Meike Eilert, Denise Demisch, Tomás Bayón

Overcoming Corporate Social Responsibility Skepticism: A Perspective of Consumer Perceived Authenticity MFG-30Ta-Kai Yang, Hui-Yi Ho, Ming-Huei Hsieh, Min-Ren Yan

Consumer Motivations for Prosocial BehaviorEffect of Price Latitude on Donation: Mediating Role of Perceived Control MFG-32

Subhash Jha, Ceren Ekebas-Turedi, Minoo Talebi AshooriThe Evolving Prosocial Consumer: How Highly Prosocial Consumers Respond to Firm Prosocial Action MFG-34

Christian Hinsch, Kevin LehnertThe Effect of Children’s Facial Expressions in Eliciting Charitable Donations in the Context of Child

Sponsorship Versus One-Time Donations MFG-35Hyunkyu Jang

On People and Brands: How Consumers Perceive, Interact With, andCommunicate About Brands

Changing Brands and the Changing World: How Consumers and Firms React and CopeThe Extendibility of Brand Names: A Financial Perspective P&B-3

Burcu Sezen, Dominique Hanssens

2019 Summer AMA Proceedings xi

Decision Heuristics in a Changing Global World: The Influences of Specific COO Label Information and Brand Familiarity P&B-4Miao Zhao, Ruby Roy Dholakia, Kathleen Micken

Brand Transgression and Community Coping P&B-10Yunmei Kuang, Scott A. Thompson, Mark J. Arnold

Realism of Brands and Consumption: Insights About Authenticity, Counterfeiting, and StereotypingOriginal Versus Counterfeit Patronage: Do Emotional Brand Attachment, Brand Involvement, and Past

Experience Matter? P&B-12Xuemei Bian, Sadia Haque

Examining Positive, Negative and Ambivalent Behavioral Consequences of Brand Stereotypes P&B-14Petar Gidakovi&, Vesna Zabkar

Factors Driving Purchase Intention of Counterfeit Toothbrush Brands and Their Effect on Loyalty Towards the Original Brand P&B-15Matthew Hala, Marike Venter De Villiers, Rejoice Mamina, Tinashe Chuchu

Unpacking Consumer Perceptions of Subject Authenticity P&B-16Xianfang Zeng

Consumers' Self-Brand Connections: Investigations of Brand Image, Gender Identity, Corporate Reputation, and Luxury ConsumptionThe Malleable Self-Concept: Relationships Between Young Adolescents’ Self-Concept and Bandwagon Luxury

Consumption P&B-18Shayan Shaikh

Corporate Reputation as a Driver of Customer Engagement: Customer Trust and Commitment as Mediator and Brand Love as Moderator P&B-20Laee Choi

The Role of Gender Identity on Building Consumer Brand Relationship: SEM and FsQCA Findings P&B-22Lilly Ye, Ehsan Ardjmand, Lou E. Pelton

Servicescape and Brand: The Moderating Role of Word-of-Mouth P&B-23Enping (Shirley) Mai, Judy A. Siguaw, Xiaojing Sheng, K. Douglas Hoffman

The Brand Ambassador: How Brand Endorsers Connect with and Influence ConsumersWhen and How Do a Brand Endorser’s Benefits Get Transferred to a Brand? P&B-25

Mina Jun, Jeongsoo Han, Zhimin Zhou, Andreas B. EisingerichCommunication Dynamics in an Online Brand Community: The Role of Authenticity and Emotion P&B-27

Jennifer Lee Burton, Jill R. Mosteller, Kellie E. HaleInfluential Power of Brand Evangelists P&B-29

Hang T. Nguyen, Douglas E. Hughes, Yufei Zhang, Wyatt Schrock

Games People (and Brands) Play: Effects of Competition and Cooperation Among Firms,Fans, and FamiliesPositive WOM Valence Does Not Always Result in Favorite Outcomes: The Role of Perceived Conflict P&B-30

Ran LiuWhat Is My Rank? The Effects of Brand Games’ Leaderboards on Brand Liking P&B-32

Perrine Desmichel, Tobias Schlager, Bruno Kocher, Perrine DesmichelReexamining the Perceived Quality-Market Share Relationship: The Moderating Role of the Quality

Perception Gap P&B-34M. Billur Akdeniz, M. Berk Talay

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Reciprocal Socialization and Consumer Brand Adoption P&B-36Yujie Wei, Ruoshui Jiao

The Influence of Customer Variety and Brand Loyalty on the Purchasing of Umbrella-Branded Products P&B-37Claudia-Roxana Rusu, Kerry T. Manis, Jean-François Trinquecoste, Dale F. Duhan

The Influence of Team Brand Image, Fan Engagement, Satisfaction and Fanship in Australian Soccer Fan Loyalty P&B-39Jin Ho Yun, Philip J. Rosenberger III, Kristi Sweeney

Planning and Execution: Marketing Strategy

Marketing Capabilities and Their Impact on Firm PerformanceLone Wolf or Social Monkey? The Role of Marketing Outsourcing in the Development of Second-Order

Marketing Competences P&E-2Dorian-Lauren'iu Florea

Marketing-Based Exploitative-Explorative Capabilities Congruence on Firm Value P&E-4Zuohao Hu, Qianmin Sun

The Effects of Institutional Uncertainty on Firms’ Market and Nonmarket Capabilities P&E-5Xiaoyan Wang, Fang Jia, Zhilin Yang

Marketing and Firm PerformanceAfter the Sun Comes Rain: The Impact of Initial Public Offerings on Market Strategy P&E-6

Bardo Droege, Steffen Strese, Andrea GrevenCustomer-Relationships Asset as a Competitive Advantage P&E-8

Joyce (Feng) Wang, Clay Voorhees, Roger Calantone

Interfirm Relationships and Firm OutcomesExchange Conditions of Joint Liability Governance: Embedded Multicase Study Based on Tea Supply Chain

in China P&E-10Qinfang Hu, Xiang Li, Huanfang Wang, Chaping Hu

Franchisee Performance: A Signaling Perspective P&E-12Swati Panda, Audhesh K. Paswan, Sailendra P. Mishra

A Contingent View of Unequal Participation in Interfirm Value Cocreation: The Roles of Privacy Concern and Contract Binding Force P&E-13Qingtao Wang, Juan Julie Li

Switching the Focus from the Forest to the Trees: Interaction Orientation on Exporter’s Performance P&E-15Brooke Reavey, Boryana Dimitrova, Trina Andras

Research Spotlights and New Findings in Marketing Strategy A Signaling Approach to Product Cannibalization P&E-16

Chien-Wei Chen, Na-Hwa LienMergers and Acquisitions for Expanding Service Offering P&E-17

Joon-Hee OhChief Marketing Officer:!Beyond Return on Digital Marketing Investments P&E-19

Mohammed NadeemA CEO for All Markets: The Impact of Executives’ Career Diversity on Share Buybacks P&E-22

Aly Zaazoua, David Bendig, Malte BrettelThe Construct of “Conceptual Article Quality” and Its Dimensions: An Empirical Study P&E-24

Kallol Das, Yogesh Mungra, Naresh Malhotra

2019 Summer AMA Proceedings xiii

The Role of Marketing Disclosures and Legitimacy in Raising New Venture Capital P&E-26Reza Rajabi, Thomas G. Brashear Alejandro, Kwong Chan

Points of Purchase: New Frontiers in Retail

I’m So Much Cooler Online: Exploring Online ShoppingOffline-Online and Online-Offline Channel Integration: Paths-to-Purchase in Omni-Channel Retailing POP-2

Amelie Winters, Bernhard SwobodaI’ll Have What She’s Having: The Influence of Social Scarcity Cues Online POP-4

Jennifer L. Stevens, Stacie F. Waites, Tyler Hancock, Brett Kazandjian What Drives Young Shoppers? Comparing Millennial and Generation Z Online Consumer Behavior POP-5

Krista Lauring, Eric Van SteenburgHey Alexa, Order Groceries for Me! Anthropomorphization Increases Online Grocery Shopping Satisfaction POP-7

Reema Singh

Let’s Get Physical: Exploring Offline ShoppingIn-Store Digital Projections—How Vividness Impacts Sales POP-9

Dhruv Grewal, Elisa B. Schweiger, Anne L. Roggeveen, Carl-Philip Ahlbom, Jens NordfältThe Growing Long Tail in the Brick-and-Mortar Channel? POP-10

Jake D. HoskinsWhen Touch Leads to Adverse Attitudes and Behaviors POP-11

Steven Liu, Zhan Wang, Sang Bong LeeExploring Mannequin Display Effect on Consumers’ Purchase Intention: An Embodied Cognition Theory

Perspective POP-13Mark Yi-Cheon Yim, Haeyoung Jeong, JeongGyu Lee

Society and Culture: Exploring Consumer Culture and Diverse Communities

Cross-Cultural BrandingForeign or Local Brand Name? The Interplay of Brand Name and Brand Origin on Developed Vs. Developing

Country’s Brand Evaluation S&C-2Sangwon Lee

How National Culture and Country Development Determine the Effects of Perceived Brand Globalness on Consumer Behavior S&C-4Carolina Sinning, Bernhard Swoboda

The Relationships Between Global Corporate and Product Brands: The Impact of National Culture and Country Development S&C-6Magdalena Klar, Bernhard Swoboda

Trickling Down: Consuming Foreign Products and Lifestyles in China S&C-8Weiwei Zhang

Consumer Culture and the Diverse CommunityNeed for and Development of a Consumer Acculturation Tool: Index Development and Scale Refinement S&C-9

Kristina Harrison, John Ford, Kiran Karande, Altaf Merchant, Weiyong Zhang The Relational Consumer: Prosocial Spending and Gift Giving Behaviors S&C-11

Amandeep Takhar, Olaya Moldes, Jen-Hsien Hsu

xiv 2019 Summer AMA Proceedings

Analysis of Types of Shock Appeals and Their Impact on Two Diverse Cultures S&C-12Prachi Gala, Brian Taillon

Addendum

The Digital World: Digital and Social Media Marketing

Value CocreationExamining the Effects Social Media Marketing Efforts on Value Cocreation and Engagement: Evidence in

Brazil and China DWO-4Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger III, Mauro Jose de Oliveira

The Synergistic Impact of Seeking Face-to-Face Interaction on Consumption Community Behaviors DWO-6Christine Ascencio, Scott Thompson, Yunmei Kuang

The Transaction Costs of Crowdsourcing DWO-8Aric Rindfleisch, Chirag Patel, Mariyani Ahmed-Husairi

CRM in the Digital WorldAre Social Influence and Customer-Initiated Contacts Valuable for Firms? Measuring Their Impact on Customer

Profitability DWO-9Jesús Cambra-Fierro, Lily (Xuehui) Gao, Iguácel Melero-Polo, Yolanda Polo-Redondo

Negative Effects of Incentivized Social Campaigns on the New Customers Value: Combining Field Experiments and Machine Learning DWO-11Han Chen, Hanbing Xue, Yongjun Li, Xueming Luo

The Making of Clicks-to-Buy at E-Commerce Platforms, Customer Frustration, and Customer Browsing Time DWO-13Jifeng Mu, Jonathan Z. Zhang

Can Consumers Resist Smart Services While Perceiving Their Value? DWO-14Inès Chouk, Marketing, Zied Mani

Marketing in the Sharing EconomyQuantifying the Effects of Platform Coupons in Sharing Economy DWO-16

Marco Shaojun Qin, Xueming Luo, Zhijie LinRegulating Institutionalized Player in Peer-to-Peer Markets: Evidence from Airbnb DWO-17

Wei Chen, Zaiyan Wei, Karen XieThe Battle for Homes: Is Home Sharing Disrupting Rental or Housing Markets? DWO-18

Wei Chen, Zaiyan Wei, Karen Xie

Digital TechnologyHyperpersonalization of Clothing Recommending System (RS) Through Incorporation of Self-Generated

Images DWO-19Zahra Saki, Marguerite Moore

Competitive Mobile Geo Targeting with Financially Leveraged Retailers DWO-21Chyi-Mei Chen, Shan-Yu Chou

The Optimal Mobile Temporal Targeting Strategy for a Capacity-Constrained Physical Retailer DWO-23Shan-Yu Chou, Chyi-Mei Chen

Making Sense of Technology Disruption: How Small Businesses Navigate the “Pass” Model DWO-25Rowena Crabbe

2019 Summer AMA Proceedings xv

User-Generated ContentDid You Find This Content Helpful? Linking Brand Specific Review Contents to Helpfulness of a Product

Review DWO-26Nadine Schröder

Consumer Motivations and Fake Online Reviews DWO-27Lorena García Ramón, Xiaojing Sheng, Reto Felix

Does Microblogging Lead to a More Positive Attitude Toward a Brand? DWO-29Yujie Wei, Faye McIntyre, Detmar Straub

Product Review Forums as Learning Communities DWO-30Vincentia W. Yuen, Haksin Chan

The Effects of Severity of Negative Word-of-Mouth (nWOM): An Aggression-Frustration Perspective DWO-31Yllka Azemi, Wilson Ozuem

Firms and Social Media PrivacyWhich Auction Mechanism Benefits Small and Medium Sized Businesses? A Simulation-Based Approach DWO-33

Sungha Jang, Jiho Yoon, Alex J. KimThe Impact of Fake News on Brands and Social Media DWO-34

Maya F. Farah, Zahy Ramadan, Ali H. MahdiPositioning High- and Low-Status Brands in Social Media: The Potential of Communication Style DWO-36

Kristina Kleinlercher, Tim Boettger, Thomas RudolphUnderstanding the Antecedents and Outcomes of Brand Evangelism in the Digital Environment DWO-38

ToniAnn Cestare, Ipshita RayThe Personalization-Privacy Paradox in Attention Economy DWO-40

Julien CloarecThe Effects of Marketing Intrusiveness, Privacy Knowledge, and Privacy Protecting Behaviors on Consumer

Attitudes About Privacy and Personal Data Exchanges DWO-41Donna M. Iucolano, Rakesh Niraj, Kalle Lyytinen

Social Media MarketingSocial Media Marketing Signals and Customer Engagement Behaviors (CEBs): Does Cultural Orientation

Matter? DWO-43Ernest Izogo, Mercy Mpinganjira

The Impact of Social Media Marketing on Customer Relationships and Purchase Intention DWO-50Chai Wen Teoh, Kai Shun Leong

Effects of Targeted Social Media Advertising on College Campus Engagement with Registered Student Organizations DWO-52Hillary N. Mellema, Jamie L. Grigsby, Alexandria Miller

Internet Marketing Effectiveness on SalesE-Marketing Mix Framework for Creating Online Brand Equity: An Indian Perspective DWO-57

Arunima Rana, Anil K. Bhat, Leela RaniEstimation of Allocative Externality and Advertiser’s Maximum Willingness to Pay for Online Advertisements DWO-58

Pallavi PalDo Online Searches Influence Sales or Merely Predict It? The Case of Motion Pictures DWO-60

Ho KimHow We Feel: The Role of Macroeconomic Sentiment in Advertising Spending-Sales Relationship DWO-62

Leila Khoshghadam, Yuping Liu-ThompkinsThe Causal Effect of Platform Free Promotion on Redeemers vs. Nonredeemers DWO-64

Lin Boldt, Xueming Luo, Xiaoyi Wang

xvi 2019 Summer AMA Proceedings

Dynamics of Products on Social Tagging Network: Insights for Demand Forecast and Positioning DWO-70Hyoryung Nam, Bill Rand, P.K. Kannan

Consumer Behavior and Social MediasHappiness as a Driver of Social Exchanges DWO-71

Julien Cloarec, Lars Meyer-Waarden, Andreas MunzelThe Effects of Habit and Attitude on Facebook Usage DWO-72

Monica LawAffinity to Online Memory and Brand Loyalty: Analysis in the Light of Loneliness and Brand Categories DWO-73

Satadruta Mookherjee, Smaraki MohantyRole of Emotions in Consumer Adoption of Augmented Reality for Purchase Decision DWO-75

Pei-Shan Soon, Sanjaya Singh Gaur, Jessica Sze Yin Ho Culture’s Influence in Social Media Enabled Global Virtual Teams DWO-77

Anshu Arora, Amit Arora, Vas TarasAn Examination of the Impact of Consumers’ Social Media Connectedness to Celebrity Endorsers on

Purchase Intentions for Endorsed Products DWO-78Gina A. Tran, Atefeh Yazdanparast, David Strutton

The Numbers Game: Pricing in the Eyes of Consumers and Firms

Numbers 1The Divergent Effects of Even and Odd Brand Names on Consumer Responses to Iterated and Noniterated

Products NGA-2Dengfeng Yan, Kris Qiang Zhou, Richard Gretz

Customer Participation in Pay-What-You-Want Pricing NGA-3Seema Bihari, Ashwini K. Awasthi, Arvind Sahay

How to Frame Dynamic Prices: The Differential Effects of Different Framing Formats of Dynamic Prices on Customers’ Price Perceptions and Purchase Decisions NGA-5Mila Vogelsang, Alisa Keller, Dirk Totzek

Numbers 2Contract Preferences with New Entrant Entry Under Asymmetric Information NGA-6

Hao Liu, Gengzhong FengReexamination of the Ikea Effect Using the Hedonic Pricing Method NGA-8

Chih-Ning Chu, Wenkai Zhou, Ting-Yuan HuangCookie-Cutter Competition: Multiproduct Firms Under Uniform Pricing NGA-9

Gianluca Antonecchia

UX Offline/Online: Managing Customer Experience and Value

Customer Experience in the Sharing EconomyThe Joint Process of Value Cocreation in the Airbnb Setting UXO-3

Yangyang Jiang, M.S. BalajiDriving the New American Dream: Investigating Sharing Economy Worker Motivations UXO-5

Mark R. Gleim, Catherine M. Johnson, Stephanie J. Lawson, Jennifer L. Stevens

2019 Summer AMA Proceedings xvii

Spillover Effects of Home Sharing on Local Markets: Evidence from Local Tourist Attractions UXO-7Karen Xie, Wei Chen, Yong Liu

Customer EngagementSocial Media Brand Posts and Online Customer Engagement UXO-8

Zhan Wang, Shihhao LiuWhen Do the Best Service Agents Decrease Customer Retention? An Investigation of Online Service

Platforms, Customer Defection, and Platform Exploitation UXO-9Kris Qiang Zhou, Bradley J. Allen, Richard Gretz, Mark Houston

Bridging Two Tales of Engagement: An Initial Meta-Analytic Review of Employee and Customer Engagement in Frontline Employee Research UXO-10Kristina K. Lindsey Hall, Eric J. Michel, Ji ‘Miracle’ Qi, Matt Leon, Laurence Weinzimmer, Anthony Wheeler, Sven Kepes, Danli Chen

New Service ChannelsThe Effects of AI Chatbot Disclosure for Conversational Commerce UXO-12

Siliang Tong, Xueming LuoWhen Beauty Comes to Your Home: Profiling the On-Demand Beauty (ODB) Consumer UXO-13

Jie Sun, Peter McGoldrickGen Zs Vs. Millennials’ Value Perceptions and Satisfaction with a Retail Store’s Omnichannel Customer

Experience UXO-15Adesegun Oyedele, Monica D. Hernandez, Roberto Saldivar

A Cross-Cultural Exploration of How Necessary Evil Discourages the Subsequent Misbehavior of Other Customers UXO-17Yu-Shan (Sandy) Huang, Xiang Fang, Ruping Liu

Customer Well-BeingTo Do or Not to Do? Exploring the Focal Role of Affective Well-Being in Customer Participation UXO-19

Aswathy Asokan Ajitha, Piyush Sharma, Russel P.J. Kingshott, Arshinder Kaur, Upendra Kumar MauryaThe Role of Sports Events in Boosting City Brand Equity: The Case of Egypt: A Working Paper UXO-21

Ahmed M. Adel, Huazhong University of Science and Technology Abeer Mahrous, Ehab AbouAish

Telemedicine:!A Service-Dominant Logic Perspective: A Conceptual Paper UXO-23Ahmed M. Adel, Dai Xin, Zahraa Habib

Service Encounters Service Brand Experience: A Qualitative Research Approach UXO-24

Constanze SchaarschmidtEffect of “Hidden” Messages in Service Encounters on Customer Satisfaction and Moderating Role of

Regulatory Focus UXO-26Satoko Suzuki

Frontline Employee Team Consensus, Commitment to Service Quality, and Customer Experience UXO-28Horace L. Melton, Michael D. Hartline

Customer Process Clarity in Fragmented Services Contexts UXO-33Stephen Hampton, Lisa Scheer

Marketing Doctrine in Public Sector Undertakings in an Emerging Market UXO-34Srinivasan Swaminathan, Sandeep Patnaik, Rajiv Nag

xviii 2019 Summer AMA Proceedings

Return Attributes That Matter! An Abductive Research Approach to Study Return Attributes of the E-Tailing Firms and Customer Outcomes UXO-36Shilpi Saxena, Vaibhav Chawla, Richa Agrawal

Doing It My Way: The Mediating Role of Deviating from Company Sales Guidelines UXO-39Justin R. Munoz, Gary L. Frankwick, Gabriel Moreno, Milton Axel Flores

2019 Summer AMA Proceedings xix

ForewordDear colleagues,

We are pleased to have you at this year’s 2019 AMA Summer Academic Conference—Marketing on Fire: Burning Questions,Hot New Methods and Practical Ideas Worth Spreading—which will take place August 9–11 at the Chicago Marriott Down-town Magnificent Mile.

In addition to the research presentations and roundtables that define the Summer AMA conference, this year we are heatingthings up with two exciting new features:

1. Master Class Sessions: Taught by experts in our field, the Master Class Sessions give conference attendees theopportunity to learn about the latest methods and topics in an intimate, interactive classroom experience. From neu-roscientific methods to machine learning, statistical interaction insights to the latest in qualitative methods, partici-pants will have the opportunity to attend two Master Class Sessions during the conference (registration required; freefor conference attendees).

2. Practitioner Panel: Featuring participants from companies like Amazon, Facebook, Salesforce.com, and more, thepractitioner panel will help build new bridges between our academic community and marketing practitioners. Whatsort of marketing questions do practitioners need answered? What sort of research collaborations are possible withsome of the world’s leading companies? How can marketing academics ensure their work is put into practice andtransform consumer experiences? The practitioner panel will address these questions and more over cocktails beforeleading into the Working Paper/Poster reception.

In addition to these exciting new opportunities, participants will also be able to learn best practices in an interactive Meet theEditors session, learn how to write and respond to reviewers in a special session with key leaders in our field, engage with on-site partners to improve teaching effectiveness, and, of course, socialize in one of the world’s best cities!

Keisha Cutright James Alvarez Mourey Renana PeresDuke University DePaul University Hebrew University of Jerusalem

xx 2019 Summer AMA Proceedings

Awards

Best Paper in ConferenceThe Effects of AI Chatbot Disclosure for Conversational Commerce

Siliang Tong, Temple UniversityXueming Luo, Temple University

Best Papers in Tracks

Consumer 360°: Understanding Consumers from Multiple Perspectives How Much Choice Is Too Much? A Machine Learning Based Meta-Analysis of Choice Overload

Nan Zhang, Heng Xu, American University

Art of Promotion: Advertising, Promotions, and Integrated ApproachesWhen App-Rooming Promotions Work for Multichannel Shoppers: A Field Experiment

Siliang Tong, Temple University Xueming Luo, Temple University Takeshi Moriguchi, Waseda UniversityDebashish Ghose, Temple University

UX Off/Online: Managing Customer Experience and Value The Effects of AI Chatbot Disclosure for Conversational Commerce

Siliang Tong, Temple UniversityXueming Luo, Temple University

B2*: Selling and Sales Management in Business and Consumer Markets“A Little Something of Everything”: Exploring the Unconventional Relationship Between Job Stressors and Salespeople’s

Service Adaptive BehaviorRaj Agnihotri, Iowa State University Ashish Kalra, La Salle University Michael T. Krush, Kansas State University Prabhat K. Dwivedi, STEP-HBTI

The Digital World: Digital and Social Media Marketing The Impact of Fake News on Brands and Social Media

Maya F. Farah, Lebanese American University Zahy Ramadan, Lebanese American UniversityAli Mahdi, Lebanese American University

Society and Culture: Exploring Consumer Culture and Diverse CommunitiesNeed for and Development of a Consumer Acculturation Tool: Index Development and Scale Refinement

Kristina M. Harrison, Old Dominion UniversityJohn Ford, Old Dominion University Kiran Karande, Old Dominion University Altaf Merchant, University of Washington Weiyong Zhang, Old Dominion University

On People and Brands: How Consumers Perceive, Interact with, and Communicate AboutBrands Original versus Counterfeit Patronage: Do Emotional Brand Attachment, Brand Involvement, and Past Experience Matter?

2019 Summer AMA Proceedings xxi

Data Collection and Analytics: Marketing Research, Methods, and Analysis How to Capture Model (Mis-)specification in Structural Equation Modeling

Nadine Schröder, University of RegensburgAndreas Falke, University of RegensburgHerbert Endres, University of Regensburg

Points-of-Purchase: New Frontiers in Retail In-Store Digital Projections: How Vividness Impacts Sales

Dhruv Grewal, Babson College Elisa Schweiger, University of BathAnne L. Roggeveen, Babson College Carl-Philip Ahlbom, Stockholm School of Economics Jens Nordfält, University of Bath

Consumer Well-Being: Physical, Financial, and Emotional HealthUnlocking the Dynamics of Subjective Financial Well-Being in Retirement

Teagan Altschwager, Melbourne Business SchoolJody Evans, Melbourne Business School

An Innovation Is Born: Innovation, Creativity, and New Product DevelopmentDivesting Development? The Impact of Share Repurchases on Corporate Innovativeness

Mario Vaupel, RWTH Aachen UniversityDavid Bendig, RWTH Aachen UniversityMalte Brettel, RWTH Aachen University

Planning and Execution: Marketing StrategyAfter the Sun Comes Rain: The Impact of Initial Public Offerings on Market Strategy

Bardo Droege, RWTH Aachen UniversitySteffen Strese, RWTH Aachen UniversityAndrea Greven, RWTH Aachen University

Marketing for Good: Ethics and Socially Responsible MarketingCorporate Social Responsibility and Financial Performance from a Consumer Perspective: An Application of Value

Engineering Theory Ke Chen, Xiamen UniversityLei Xu, Agricultural Bank of China, Yongkang SubbranchXina Yuan, Xiamen UniversityFeng Xiong, Xiamen University

The Numbers Game: Pricing in the Eyes of Consumers and Firms The Divergent Effects of Even and Odd Brand Names on Consumer Responses to Iterated and Noniterated Products

Dengfeng Yan, New York University Shanghai Qiang Zhou, University of Texas at San Antonio Richard T. Gretz, University of Texas at San Antonio

xxii 2019 Summer AMA Proceedings

ReviewersA

Murat Acar, Bogazici UniversityAhmed Mohamed Adel, Huazhong

University of Science andTechnology

Amit Agarwal, , Georgia StateUniversity

Raj Agnihotri, Iowa State UniversityNadine Ahrend, Georg-August-

University GoettingenAras Alkis, TED UniversityJacob Almaguer, University of Texas

Rio Grande ValleyAbdullah Almashayekhi, King Fahd

University of Petroleum andMinerals

Amal Khalid Alsahli, Case WesternReserve University

Othman Althawadi, Qatar UniversityNesenur Altinigne, Istanbul Bilgi

UniversityTeagan Altschwager, Melbourne

Business SchoolScott Ambrose, Embry-RiddleKelley Cours Anderson, Texas Tech

UniversityGianluca Antonecchia, Erasmus

School of EconomicsNicos Antoniades, College of Staten

Island/CUNYSyed Tariq Anwar, West Texas A&M

UniversityAnshu Arora, University of the

District of ColumbiaSandeep Arora, University of

ManitobaChristine A. Ascencio, Saint Louis

UniversityBahar Ashnai, William Paterson

UniversityAswathy Asokan Ajitha, Indian

Institute of Technology MadrasChristine Marie Auer, LMU MunichEleonora Axelova, LUISS Business

School

BJessica Babin, University of GeorgiaRamin Bagherzadeh, Southern Illinois

University-Carbondale

Carmen Balan, The BucharestUniversity of Economic Studies

Somnath Mi Banerjee, North DakotaState University

Karla Barajas-Portas, UniversidadAnáhuac México

Andrea R. Bennett, University ofNorth Texas

Ilgim Dara Benoit, Appalachian StateUniversity

Jennifer Arlene Betancourt, TheUniversity of Texas at El Paso

Richard Betzold, Saarland UniversityAbhi Bhattacharya, University of

GroningenAshok Bhattarai, SIUCSeema Bihari, Institute of

ManagementJohannes Boegershausen, University

of British ColumbiaJan Boehmer, The & PartnershipTim M. Boettger, IESEGBrajesh Bolia, K J Somaiya Institute

of Management Studies &Research

Daniel Boller, University of St. GallenLaura Boman, University of Central

FloridaPhilip Jean Boutin Jr., Eastern

Kentucky UniversityUnal Boya, Appalachian State

University Thomas Brashear Alejandro,

Fundaçao Getulio VargasDominic Buccieri, Missouri Southern

State UniversityBidisha Burman, University of the

PacificJuan Bustamante, ESPAE Graduate

School of ManagementKay (Kyung-Ah) Byun, The

University of Texas at Tyler

CRoberta Capitello, University of

VeronaKealy Carter, University of South

CarolinaClaire Huiyoung Cha, University of

Massachusetts, Amherst

Nawar Chaker, Elon UniversityJing Chen, The University of Texas at

El PasoHan Chen, Temple UniversityKe Chen, Xiamen UniversityWei Chen, University of ArizonaJunjun Cheng, Sungkyunkwan

UniversityMan Lai Cheung, BNU-HKBU United

International CollegeYanina Chevtchouk, University of

GlasgowJongsawas Chongwatpol, National

Institute of DevelopmentAdministration

Rongwei Chu, Fudan UniversityTinashe Chuchu, University of

Pretoria John Cicala, Texas A&M University-

KingsvilleRowena Crabbe, Virginia Tech

DSabyasachi Dasgupta, O.P. Jindal

Global UniversityArezoo Davari, Eastern Washington

UniversityTereza Dean, Ball State UniversityJoseph M. Derby, James Madison

UniversityPerrine Desmichel, HEC LausanneDebra Desrochers, University of BathEstrella Diaz, University of Castilla-

La ManchaBoryana Dimitrova, Drexel

UniversityBardo Droege, RWTH Aachen

UniversityDenver D’Rozario, Howard

UniversityKatherine Duffy, University of

GlasgowPrabhat K. Dwivedi, STEP-HBTI

EIsabel Catherine Eichwald, RWTH

Aachen UniversitySusan Emens, Kent State UniversityAgueda Esteban, University os

Castilla-La Mancha (Spain)

2019 Summer AMA Proceedings xxiii

FTatiana Fajardo, Florida stateAndreas Falke, University of

RegensburgYafeng Fan, Tsinghua UniversityMaryam Farhang, Southern Illinois

University CarbondaleSimon Fey, RWTH Aachen UniversityJorge Carlos Fiestas Lopez Guido,

Queensland University ofTechnology

Daniel John Flint, University ofTennessee

Dorian-Laurentiu Florea, UniversidadAnáhuac México

Milton Flores, The University ofTexas at El Paso

Michael Fontaine, National LouisUniversity

Ignatius Fosu, University of ArkansasAnne Fota, University of SiegenAlexa Fox, The University of AkronScott B. Friend, Miami UniversityNikolina Fuduric, University of

Applied Sciences NorthwesternSwitzerland

GRejikumar Kumar G., Amrita

UniversityPrachi Gala, ElonLily (Xuehui) Gao, University of

ZaragozaLorena Garcia Ramon, University of

Texas Rio Grande ValleyShahriar Gias, Nicholls State

UniversityPetar Gidakovi", Faculty of

Economics, University of LjubljanaJohn Gironda, Nova Southeastern

UniversityChristine Gonzalez, Le Mans

UniversitéChris Groening, Kent State UniversityPriya Grover, BrandMavs LLPBeyza Gultekin, Hacettepe University

HJoie S. Hain, Clayton State UniversityJeongsoo Han, Sogang UniversityDana Harrison, East Tennessee State

University

Hossein Hashemi, University ofMassachusetts Amherst

Matthew A. Hawkins, ICN BusinessSchool

Guojun H.E., HEC Montreal, CanadaWibke Heidig, Albstadt-Sigmaringen

University of Applied SciencesSasawan Heingraj, University of

Texas Rio Grande ValleyHui-Yi Ho, Chinese Culture

UniversityBrandon Holle, Michigan State

UniversityNiels Holtrop, Maastricht UniversityMichael S. Houston, University of

MemphisLi-Chun Hsu, National Taitung

UniversityYu-Shan (Sandy) Huang, Northern

Michigan University

IOmar S. Itani, Lebanese American

UniversityDonna M. Iucolano, Case Western

Reserve UniversityErnest Emeka Izogo, Ebonyi State

University

JSiti Aqilah Jahari, Sunway UniversityHyunkyu Jang, Governors State

UniversitySungha Jang, Kansas State UniversityHoussam Jedidi, Gutenberg Business

SchoolYangyang Jiang, The University of

Nottingham Ningbo ChinaMarius Johnen, University of

HamburgSoyoung Joo, Siena CollegeMina Jun, Korea University

KAshish Kalra, La Salle UniversityEun Yeon Kang, Kutztown University

of PennsylvaniaStefan Katzenmeier, WHU - Otto

Beisheim School of ManagementSimran Kaur, Sunway UniversityRené Hubert Kerschbaumer,

University of GrazJamel Khenfer, Zayed University

Tai anh Kieu, Western SydneyUniversity

Yenee Kim, ESSEC Business SchoolSookhyun Kim, East Tennessee State

UniversityMinki Kim, Korea Advanced Institute

of Science and TechnologyMagdalena Klar, Trier UniversityKristina Kleinlercher, University of St.

GallenJakeun Koo, Texas Southern UniversityElika Kordrostami, Rowan UniversityAlexander Krasnikov, Loyola

University ChicagoEva Kropp, University of PassauSebastian Kruse, RWTH Aachen

UniversityYunmei Kuang, Saint Louis UniversityBinay Kumar, Georgia State

UniversityArpad Kurcz, RWTH Aachen

University

LSilvio Abrahao Laban Neto, InsperAvishek Lahiri, Georgia State

UniversityKristina Lauring, Montana State

UniversityMonica Law, Hong Kong Shue Yan

UniversitySeungyong Lee, Yonsei UniversityCrystal Lee, Wenzhou Business

College Sarah Lefebvre, Murray State

UniversityKimberly V. Legocki, Grenoble Ecole

de ManagementKevin Lehnert, Grand Valley State

UniversityYang Li, Beijing Technology and

Business UniversityJingwen Li, Huazhong University of

Science and TechnologyDongmei Li, South China Normal

UniversityQixing Li, City University of Hong

KongMiao Li, Jilin UniversityJianping Liang, Sun Yat-sen

UniversityHsin-Chen Lin, University of New

Brunswick

xxiv 2019 Summer AMA Proceedings

Peipei Lin, SYSUChung-Kuang Lin, SooChow

UniversityKristina Lindsey Hall, Louisiana State

UniversityMarc Linzmajer, University of St.

GallenShihhao Liu, St cloud state universityHuan Liu, University of GroningenJunlin Long, Case Western Reserve

UniversityZiwei Luo, Jinan UniversityThuy Van Luyen, University of HullMichael Lwin, Western Sydney

UniversityAli Mahdi, Lebanese American

University

MEnping (Shirley) Mai, East Carolina

UniversitySudipta Mandal, Indian Institute of

Management, AhmedabadGregory McAmis, Mercer UniversityPeter James McGoldrick, University

of ManchesterDragana Medic, Toulouse Capitole

University Iguacel Melero, University of

ZaragozaHillary Mellema, Saginaw Valley

State UniversityMurong Miao, Old Dominion

UniversityPooja Mohanty, ESADE Business

SchoolSmaraki Mohanty, Binghamton

University, State University of NewYork

Gabriel Moreno, University of Texasat El Paso

Adrienne Muldrow, East CarolinaUniversity

Justin R. Munoz, The University ofTexas at El Paso

NLubna Nafees, Appalachian State

UniversityFarzana Nahid, North South

UniversityCheryl Nakata, University of North

Carolina at Greensboro

Kelly Naletelich, James MadisonUniversity

Ambika Prasad Nanda, Spain Instituteof Management and Research

Shahrokh Nikou, Åbo AkademiNandini Nim, Georgia State

UniversityRakesh Niraj, Case Western Reserve

University

ODerek Ong Lai Ong, Sunway

University Business SchoolAdesegun Oyedele, University of the

Incarnate Word

PNick Panagopoulos, Ohio UniversitySwati Panda, university of North

TexasNeeraj Pandey, NITIE MumbaiLuca Panzone, Newcastle UniversityGil Peleg, Ben Gurion UniversityLou E. Pelton, University of North

TexasYasanthi Perera, Brock UniversityKay Peters, University of HamburgMaria Petrescu, Nova Southeastern

UniversityValentina Pitardi, Kedge Business

SchoolAdele Potgieter, Adele PotgieterAtieh Poushneh, UTRGVJacqueline Prasuhn, RWTH Aachen

UniversitySandeep Puri, Asian Institute of

Management, Philippines

QJi Qi, Grand Valley State UniversityShaojun Qin, Temple University-Fox

School of BusinessKeith Quesenberry, Messiah College

RDivya Ramachandran, Georgia State

UniversityRachel Ramey, University of GeorgiaPhilipp A. Rauschnabel, Universität

der BundeswehrMonika Rawal, Southern Illinois

University CarbondaleBrooke Reavey, Dominican University

Pam Richardson-Greenfield, RadfordU

Laura Rifkin, Pace UniversityJill R. Risner, Calvin CollegeBenjamin Rosenthal, EAESP-FGVStav Rosenzweig, Ben-Gurion

University of the NegevBlake Runnalls, University of

Nebraska-LincolnClaudia-Roxana Rusu, University of

Bordeaux Ausra Rutelione, Kaunas university of

Technology

SJose Saavedra, Southern Illinois

UniversityZahra Saki, NC State UniversityJames Santa, Rochester Institute of

TechnologyIrene Santoso, Massey UniversitySudipto Sarkar, University of Texas

Rio Grande ValleySetayesh Sattari, Linnaeus UniversityGustavo Schneider, University of

South CarolinaNadine Schröder, University of

RegensburgRouven Wulf Schwerdtfeger,

University of CologneKristin Scott, Minnesota State

University, MankatoBeata #einauskiene, Kaunas

University of TechnologySudarshan Seshanna, CMS Business

SchoolBurcu Sezen, Universidad de los

AndesAyushi Sharma, Indian Institute of

Foreign TradeRitu Sharma, GD Goenka UniversityXiaojing Sheng, University of Texas

Rio Grande ValleySindi Sheri, Jönköpings International

Business SchoolHaijiao Shi, Tsinghua UniversityWilliam Shiue, King's College LondonReema Singh, Stockholm School of

EconomicsSonika Singh, University of

Technology SydneyCarolina Sinning, Trier UniversityKristen Smirnov, Whittier College

2019 Summer AMA Proceedings xxv

Hyunsang Son, Colorado StateUniversity

Aslihan D. Spaulding, Illinois StateUniversity

Ashley Stadler Blank, University ofSt. Thomas

Jennifer L. Stevens, University ofToledo

Randy Stuart, Kennesaw StateUniversity

Jie Sun, University of ManchesterQianmin Sun, Tsinghua UniversityXiaochi Sun, University of GrazSivakumari Supramaniam, Sunway

UniversitySatoko Suzuki, Hitotsubashi

UniversityBernhard Swoboda, Trier University

TM. Berk Talay, University of

Massachusetts LowellAndrea Tangari, Wayne State

UniversityJennifer H. Tatara, University of

MemphisChai Wen Teoh, Sunway UniversityTrung Dam-Huy Thai, National Cheng

Kung UniversityScott Arden Thompson, Saint Louis

UniversityFranklin Faison Tillman, University of

MississippiDirk Totzek, University of PassauGina A. Tran, Florida Gulf Coast

UniversityThi Thanh Huong Tran, IESEG School

of ManagementVyron Traoudas, Linnaeus UniversityMeltem Tugut, Saint Louis University

UBikesh Upreti, Aalto University

VAlbert Valenti, IESE Business SchoolMario Vaupel, RWTH Aachen

UniversityMarike Venter de Villiers, University

of the WitwatersrandValter Afonso Vieira, Maringa State

UniversityMila Vogelsang, University of PassauFriederike Sophie Volk, RWTH

Aachen University

WRob Waiser, London Business SchoolStacie F. Waites, Marquette UniversityYao-Chin Wang, University of

ArkansasXiaoyan Wang, City University of

Hong KongQingtao Wang, City University of

Hong Kong Michael Chih-Hung Wang, Feng Chia

University, TaiwanHuanfang Wang, Hunan University of

TechoYong Wang, Beijing Technology and

Business UniversityXiaoyu Wang, South China University

of TechnologyFeng Wang, Bentley UniversityWenling Wang, Guilford CollegeLana Waschka, University of GeorgiaKimberlee Weaver, University of

HaifaZaiyan Wei, Purdue UniversityAmelie Winters, Trier UniversityCharles Wood, The University of TulsaArch George Woodside, Coastal

Carolina UniversityGe Xiao, Wilkes University

XYazhen Xiao, University of Tennessee

Karen Xie, University of Denver

YJinzhe Yan, SKKUBingcheng Yang, Sun Yat-sen

UniversityGuang Yang, University of LynchburgLilly Ye, Frostburg State UniversityQing Ye, Wuhan UniversityChang Seob Yeo, Dominican

University of California Karen Yeung, The Hang Seng

University of Hong KongMark Yi-Cheon Yim, University of

Massachusetts LowellJaewon Yoo, Korea Advanced Institute

of Science and TechnologyYing Yu, Huazhong Agricultural

UniversityVincentia W. Yuen, The Hang Seng

University of Hong KongJin Ho Yun, SungKyunKwan

University

ZAly Zaazoua, RWTH Aachen

UniversityFrancine Zanin Bagatini, IMEDFue Zeng, Wuhan UniversityChi Zhang, University of IndianapolisXiaodan Zhang, Peking UniversityWeiwei Zhang, Hartwick CollegeYufei Zhang, University of Alabama at

BirminghamMiao Zhao, Roger Williams UniversityLiang Zhao, St. Ambrose UniversityZhimin Zhou, Shenzhen UniversityQiang Zhou, University of Texas at

San AntonioWenkai Zhou, University of

Wisconsin-Green BayLouis Jeffrey Zmich, Louisiana Tech

University

2019 Summer AMA Proceedings IIB-1

An Innovation Is Born: Innovation,Creativity, and New Product Development

AI and Big Data in the Service of MarketingThe Use of Machine-Generated Creativity in Marketing IIB-3

Christine Marie Auer, Silke BartschThe Effects of Artificial Agents (AA) on Consumer Attitudes: Resisting AA Recommendation in Symbolic

Consumption IIB-4Yaeri Kim

Using Big Data to Leverage Customer Need Diversity in Radical Innovations IIB-6Tereza Dean, Haisu Zhang, Yazhen Xiao

Stock Markets and InnovationDivesting Development? The Impact of Share Repurchases on Corporate Innovativeness IIB-8

Mario Vaupel, David Bendig, Malte BrettelHow New Product Preannouncements Affect Stock-Listed Innovators: The Case of Book Adaptations IIB-10

Rouven W. SchwerdtfegerGlobal Product Launches and Firm Value IIB-12

M. Berk Talay, Michael Obal, Billur Akdeniz, Janell Townsend

Effects of Knowledge, Behavior, and Culture on Innovation Fast, Innovative, but Not Radical: How Customer Knowledge Boosts New Product Development IIB-13

Oliver Burger, Tessa Christina FlattenThe Impact of Different Types of Market Orientation on New Product Development Performance: Considering

the Effect of Knowledge Base IIB-15Renfang Liu, Ci Zeng, Xina Yuan, Hailin Zhang

CEO Testosterone and New Product Introduction IIB-17Arpita Agnihotri, Saurabh Bhattacharya

Innovative Culture: Implications for Marketing Innovation and Brand Outcomes in Exporting Organizations IIB-23Marios Theodosiou, Ahmed S. Gaara, Evangelia Katsikea, Pascale Hardy

Entrepreneurship, New Products, and Performance Entrepreneurial and Alliance Orientation Alignment: Implications for New Product Development Process,

Program, and Performance IIB-25Adriana Amaya Rivas, Yen-Chun Chen, Ta-Kai Yang

Customer Involvement and New Product Performance: The Mediating Role of Marketing and Technological Capabilities IIB-27Yen-Chun Chen, Hsien-Tung Tsai, Todd J. Arnold

International Entrepreneurial Culture and International New Venture Performance: The Mediating Role of Entrepreneurial Marketing IIB-28Dominic Buccieri

Scale Development of Synergistic Capability Based on Logistics Innovation and Its Effect on Market Orientation and Performance IIB-30Wang Xiaoyu, Ran Linzan

The Role of the Individual in Innovation The Product Is Me: Hyperpersonalized Consumer Goods as Unconventional Luxury IIB-38

Mark S. Rosenbaum, Germán Contreras Ramirez, Jeffrey Campbell, Philipp KlausThe Effect of Attribute Originality on Consumers’ Adoption of Customization: The Role of Construal Level IIB-40

Bo ChenHuman-Focused Innovation: A New Approach to Creative Invention IIB-41

Cheryl Nakata

IIB-2 2019 Summer AMA Proceedings

For further information contact: Seema Bihari, Nirma University (fms.seema@gmail.com).

2019 Summer AMA Proceedings NGA-3

Research QuestionPay what you want (PWYW) is a participative pricingstrategy that gives total control to the buyer for deciding theprice (auction, reverse auction, etc. being other types of par-ticipative pricing strategies). The buyer can quote any pricemore than or equal to zero, and the seller has to honor theoffer. In a scenario, where an individual has to decide theprice of an offering created by someone else, she undergoespsychological efforts to decide the price. Gneezy et al.(2014) have suggested that a customer may avoid buyingfrom a seller using PWYW pricing, as she might be unsureof the price suitable for the offering, and she may not wantto be guilty of paying a lesser amount.

Extant literature on PWYW has focused on customers’ will-ingness to pay. What would make customers choose PWYWprice, or avoid such situations has not been explored. Bor-rowing from the cocreation literature, we define participa-tion in PWYW as a deliberate customer choice to buy atPWYW Price. The objective of this study is to explore theeffects of growth mindset, customer expertise, perceivedcontrol, and price consciousness on customer participationin PWYW pricing.

Method and DataMindset was manipulated in experimental research design,through two different hypothetical articles, each validatingfirm existence of one of the two mindsets (growth versusfixed). Perceived control was measured using a four-itemscale, adapted from the shopping domain specific scale

developed by Chandran and Morwitz (2005). Customerexpertise was measured using a two-item scale developed byAuh et al. (2007). Price consciousness was measured usinga four-item scale developed by Lichtenstein, Ridgway, andNetemeyer (1993). Customer participation in PWYW wasoperationalized by recording customer decision of choosingPWYW price over fixed price, in a scenario presented tothem. A total of 108 postgraduate students participated in thestudy.

A hypothetical scenario of ordering a cappuccino in a cafewas presented to each participant. The scenario was that of aregular café, where they had a choice of visiting two coun-ters with same products, but with different pricing—onewith fixed price menu, and the other with PWYW price.Depending upon their choice, they were presented witheither of the next two scenarios—counter with fixed price(which had an average of the prevailing café prices in thetown), or counter with PWYW price. Logistic regressionanalysis was used for analysis.

Summary of Findings An inspection of bivariate correlations revealed that the cus-tomer expertise and perceived control highly correlated withtheir interaction term (0.90 and 0.64 respectively). Furtherinvestigation of multicollinearity showed that the interactionterm had a variance inflation factor of 90, indicating a highdegree of multicollinearity. Moreover, the term did not affectthe dependent variable, neither it was significant in themodel (Exp (B) = 1.08, and p = 0.94). Therefore logistic

Customer Participation in Pay-What-You-Want PricingSeema Bihari, Nirma University Ashwini K. Awasthi, Nirma UniversityArvind Sahay, Indian Institute of Management

Keywords: participative pricing, pay what you want, customer expertise, perceived control, mindsetDescription: This study explores the role of customer expertise, perceived control, mindset, and price consciousness ininfluencing customer participation in pay what you want pricing.

EXTENDED ABSTRACT