proceedings fag 2019 -...

1st Day – Thursday, 8:30 AM – 11:45 PM

9:30‐11:45 Plenary Session

Session chair: Claas Christian Germelmann

9:30‐10:15 There is no second chance for a first impression: The examination of snap judgements of sales behaviors by means of a program analyzer

Udo Wagner, University of Vienna, Austria Sandra Pauser, University of Vienna, Austria A good first impression is essential for a successful sales interaction. Research shows that individuals are able to make accurate predictions about one's personality, skills, traits, or competencies from brief observations, so called thin slices. This study uses an innovative approach to capture customer impressions in real‐time by means of a program analyzer, which allows evaluative measures simultaneously while being exposed to sales presentations. Findings of a large sample experimental study show that a substantial percentage of respondents form their opinion about the sales representative within the first few seconds and negative first impressions are formed faster than positive ones.

10:15‐11:00 Brand associations in professional team sports

Reinhard Grohs, Seeburg Castle University, Austria David Woisetschläger, T. University Braunschweig, Germany Christof Backhaus, Aston University, United Kingdom Oliver Koll, University of Innsbruck, Austria On the background of the rising economic relevance of professional sports, this paper develops a novel conceptualization of brand associations in professional team sports and relates these associations to brand‐relevant outcomes. A free association task administered through an online survey elicited 18,140 top‐of‐mind brand associations from a representative sample of 4,450 consumers for a total of 36 different sport team brands. A combination of inductive and deductive data analysis results in five broad brand association categories consisting of 32 brand association types and provides evidence that these five association categories affect consumer brand attitudes.

11:00‐11:45 Do you really want to hurt me? When and why anthropomorphizing consumption objects deteriorates consumer response

Roland Schroll, University of Innsbruck, Austria The current research investigates how the actual and imagined consumption of anthropomorphized products influences consumer response. Across several studies, we find that anthropomorphizing consumption objects backfires, worsening consumption experience. In‐line with mind perception theory, this research shows that this deteriorating effect occurs because consumers feel guilty for harming the anthropomorphized product by consuming it. Supporting this mechanism, we demonstrate that the negative effect is mitigated for consumers demonstrating low empathetic concern. In sum, the current research not only enhances anthropomorphism theory but also outlines how managers can avoid negative consumption‐related consequences.

1st Day – Thursday, 1:30 PM – 5:45 PM

1:30 – 3:00 PM Session 2

Session 2 (Room A) – Fighting against Food Waste Chair: Hans Mühlbacher

1:30‐2:15 Proposition of a scale of servitized mobile apps’ perceived intrusiveness: The case of the fight against food waste

Christine Gonzalez, Le Mans University, France Béatrice Siadou‐Martin, University of Lorraine, France Jean Marc Ferrandi, ONIRIS, France Food waste appears as an economic aberration, and for many, a moral scandal. Companies or associations have developed mobile applications aimed at reducing food waste. The goal of this research is to build a scale to measure the perceived intrusiveness mobile app. Literature recommendations on the construction of a measure scale are implemented: literature review, qualitative study, expert opinion and collection of quantitative data. A quantitative survey was conducted among 145 French consumers. This scale has been validated following exploratory and confirmatory factorial analyses. It has been contextualized in the food waste. It shows a predictive power on the intention to download, on the intention to use and on the intention to recommend the mobile application.

2:15‐3:00 Choosing and valuing canteen leftovers from a consumers’ perspective – an extended abstract

Larissa Diekmann, University of Bayreuth, Germany Regina Schreder, University of Bayreuth, Germany Claas Christian Germelmann, University of Bayreuth, Germany A considerable amount of food is thrown away in canteens every day. This waste has created a counter‐movement: The Bänderer purposefully choose to eat canteen leftovers instead of buying fresh meals, which most canteen visitors would emphatically not do. This movement points to two opposing narratives which we investigate in two online experiments: Leftovers as food waste versus leftovers that still have value. We analyze barriers to eat leftovers of unknown other canteen visitors. Furthermore, we ask about the leftovers’ value that can be described in monetary terms. Managerially, we investigate how barriers and the leftovers’ value can be influenced.


1:30 – 3:00 PM Session 3

Session 3 (Room B) – Experiential Essence of Consumers’ Experiences Chair: Patricia Gurviez

1:30‐2:15 “Drifting between pleasure and fear”: Understanding the emotional journey of consumers in services of skill acquisition

Ramona Riehle, University of Innsbruck, Austria Verena E. Wieser, University of Innsbruck, Austria Niklas Woermann, University of Southern Denmark, Denmark Consumers seeking extra‐ordinary sporting experiences expect entering a purely pleasurable experience. However, a lack of skill frequently leads to negative emotions and dropouts of the leisure and sports tourism market. Although consumer research recognizes skill as a prerequisite for pleasurable consumer experiences, studies have neither considered the emotional journey consumers go through when acquiring skill, nor the role of service providers in managing consumers’ emotions. Adopting an inter‐personal view on emotion management, this ethnographic study reveals consumers’ emotions during skill acquisition, and the emotion balancing work that consumers and service providers apply in the context of ski instructing.

2:15‐3:00 The ‘art nouveau’ of shopping to relax: Assessing the impact of a nature‐inspired store design on consumers

Eleftheria Karipidi, London College of Fashion, UK Aurore Bardey, London College of Fashion, UK The aim of the present study was to explore the influence nature‐inspired in‐store elements have on consumer behavior. 10 consumers were asked to visit two retail stores and then answer 1:1 semi‐structured interview. Thematic analysis highlighted four themes: (1) Positive emotions stimulated by natural elements; (2) Enhancing consumer behavior; (3) Holistic approach of sensory atmospherics; (4) Store atmospherics improvement. This study highlights the need of further development of nature‐inspired design applications in retail settings, and to the promotion of its psychological benefits.


3:30 – 5:45 PM Session 4

Session 4 (Room A) – Fighting against Weight Chair: Andrea Gröppel‐Klein

3:30‐4:15 Connected devices for weight loss: Lessons learned from field interventions conducted between 2004 and 2018

Madeleine Besson, University Paris‐Saclay, France Patricia Gurviez, University Paris‐Saclay, France

The present study sought to identify the efficacy of connected weight management programs through a systematic literature review. Digital devices supporting weight loss programs have evolved from reminders using the short message system to self‐quantification through mobile applications. Although less effective than face‐to‐face individualized programs, many programs mediated by communication technologies have proven effective for weight loss. Given their low cost and the size of the overweight population, public policies should integrate these devices more strongly in their efforts to combat obesity. Furthermore, we recommend integrating more theory‐based behavior change techniques and co‐creating weight loss programs with the consumers of the devices.

4:15‐5:00 Using in‐store customer education to act upon the negative effects of impulsiveness in relation to unhealthy food consumption

Nadia Steils, University of Lille, France Impulsiveness tempts consumers towards less healthy food choices. Using two field studies and two experiments, this research examines how in‐store education contributes towards interrupting this vicious circle. Impulsiveness leads to a lower purchase frequency of healthy products when food‐related knowledge is low; however, if consumers are provided with knowledge in the store, this leads to a positive relationship between impulsiveness and healthy options. More specifically, providing procedural knowledge (rather than sensory) affects their overall knowledge about healthy eating, which leads to a higher purchase frequency of healthy options. Increasing knowledge also positively affects their taste perception of healthy food.

5:00‐5:45 Do sustainability labels reinforce health claims (and vice versa)?

Andrea Gröppel‐Klein, Saarland University, Germany Claudia Franke, Saarland University, Germany Anja Spilski, Saarland University, Germany Consumers often ignore health claims (HC) on food products. Using three studies we show how the impact of HCs can be improved. We find that combining an HC with an organic label increases the credibility of the HC, perceived healthiness and choices. The organic label also profits from this strategy.


3:30 – 5:45 PM Session 5

Session 5 (Room B) – Frontline Employees and Customers’ Assistance Avoidance Chair: Abdelmajid Amine

3:30‐4:15 The impact of service employee accents eliciting positive versus negative stereotypes on customer participation

David Bourdin, FH Wien of WKW, Austria Christina Sichtmann, University of Vienna, Austria In intercultural service encounters, customers use an employee’s accent as a cue to infer their ethnicity. In an empirical study, we investigate the influence of an employee’s accent on customers’ participation in the service process. We are the first to examine an antecedent (rather than consequences) of customer participation, and to study the effect of employee accents on customer behavior (rather than attitudes). Our results show that accent strength and familiarity do not directly affect customer participation. Rather, a particular type of accent reduces customer participation due to negative stereotypes, whereas a positively connoted accent does not affect customer participation.

4:15‐5:00 Adapting the frontline employee’s profile with the target population in order to better promote cancer screening

Jennifer Ramone‐Louis, University of Lorraine, France Isabelle Prim‐Allaz, University Lumière Lyon 2, France Valérie Buthion, University Claude Bernard Lyon1, France Studies in service marketing deal with the adaptation of the frontline employee’s profile (i.e. similarity and expertise) with the target customers and have shown its efficiency on behavioral change regarding the purchase of a product/service. The cancer screening low participation rates lead prevention program leaders to adapt the way they communicate. Our study aims to determine the effect of the adaptation of frontline employees (i.e. navigators) on the intention to participate to colorectal cancer screening and on the intention to recommend it. Our results show that similarity and expertise have a significant positive impact on these two aspects, and that similarity allows a stronger impact than expertise.

5:00‐5:45 Consumers’ propensity to avoid seeking assistance: When chat may ease the assistance request

Marion Sanglé‐Ferrière, ESCP Europe, France Benjamin Voyer, ESCP Europe, France

Products and services have grown in complexity, resulting in a growing need for assistance among consumers. They however rarely request assistance, which has negative consequences for themselves and for companies. As a highly satisfactory channel, chat may seem beneficial to trigger the assistance request. This study addresses this question by: i) conceptualizing and measuring customers’ propensity to avoid seeking assistance; ii) creating a typology of consumers according to their acceptance of chat and their propensity to avoid assistance seeking aiming at better understanding intentions to request assistance. This research contributes to the field of consumer behavior by introducing help‐seeking socio‐psychological theories together with technology acceptance ones to the frame.

2nd Day – Friday, 8:30 AM – 12:00 PM

8:30 – 10:00 AM Session 6

Session 6 (Room A) – From Private Data Disclosure to Mouse Tracking Chair: Maria Petrescu

8:30‐9:15 The impact of shopping environment and type of data on consumers’ willingness to disclose sensitive data

Andrea Gröppel‐Klein, Saarland University, Germany Markus Freichel, Saarland University, Germany Kevin Krause, Saarland University, Germany ‘(E‐)privacy’ is an emerging topic. We show that consumers’ willingness to disclose private data depends on the shopping situation (online vs. brick‐and‐mortar store) and the type of data in question. Requested ‘loss‐of‐face’‐ (vs. ‘security‐risk’) information leads to embarrassment (respectively fear) and is revealed in online stores (respectively brick‐and‐mortar stores).

9:15‐10:00 Mouse tracking: potential applications in marketing

Patrick W. Neef, Innsbruck University School of Management, Austria Pre‐decisional information processing is strongly linked to consumer choice with eye‐tracking technology contributing much to this line of research. Since consumers increasingly purchase through online channels the question arises whether other computer‐based technology can be applied to better understand consumer decision‐making. This manuscript extrapolates from established research based on eye‐tracking and proposes mouse‐tracking as an alternative. One purpose of the present inquiry is to understand how various aspects of the decision‐making process (e.g., fluency, ease, confidence) affect movements of the hand and whether mouse parameters can be used to predict choice and infer post‐consumption outcomes.


8:30 – 10:00 AM Session 7

Session 7 (Room B) – From the Impact of Color to Cross‐Modal Effects Chair: Reinhard Grohs

8:30‐9:15 ‘Art nouveau’ in online consumer reviews: The impact of background color on consumers’ evaluations and intentions

Gautier Lombard, University of Lorraine, France Mathieu Kacha, University of Lorraine, France Jean‐Luc Herrmann, University of Lorraine, France

The objective of this research is to examine whether the background color of online consumer reviews can influence consumers’ evaluations and intentions. More precisely, we study the influence of background colors (red vs. green) through the valence associated with each of them (negative vs. positive). The results of successive studies (two pilot studies and three experimental studies) indicate that the use of red color background tends to intensify the negative effect of negative reviews and, similarly, the use of green color background tends to intensify the positive effect of positive reviews.

9:15‐10:00 Crossmodal correspondences between color, smell and texture ‐ investigating sensory attributes of a body lotion

Udo Wagner, University of Vienna, Austria Elisabeth Steiner, Austrian Marketing University of Applied Sciences, Austria Carmen Hartmann, University of Vienna, Austria Katharina Braun, University of Vienna, Austria This research explores cross‐modal correspondences within the field of sensory marketing. In particular, we investigate cross‐modal effects between the visual (color), olfactory (smell), and haptic (texture) sense. An extensive literature review reveals a lack of studies in this area. More precisely, research on the three‐way interaction between color, smell and texture is vir‐ tually missing. However, extant literature allows a theory driven approach. The empirical study explores how different combinations of sensory attributes of a body lotion affect (i) the perception of its color, scent and texture; (ii) the evaluation of success measures such as prod‐ uct quality and product liking. A preliminary study determines the sensory attributes of the body lotion to be used in the main study, i.e., two levels of color, smell, and texture each. These attributes are designed such that they are perceived differently with respect to the manipulated modality (color: green vs. yel‐ low; smell: apple vs. vanilla aroma; texture: liquid vs. viscous) but apart from that similar. The main study employs a 2 × 2 × 2 full factorials between subjects design. Respondents are ran‐ domly assigned to a certain experimental condition; they test and evaluate one body lotion in a laboratory setting in order to control for other extraneous influences. The empirical findings demonstrate the existence of cross‐modal effects: color influences the perception of scent and texture; in addition, scent impacts perception of texture. With regard to the assessment of the product, texture of the body lotion emerges as most important sensory attribute.


10:30 – 12:00 PM Session 8

Session 8 (Room A) – On the Effectiveness of Different Types of Endorsers Chair: Udo Wagner

10:30‐11:15 This is Personal Now: Comparing the Use of Celebrities and Unknown Actors in Narrative Advertisements

Matthias Glaser, University of Vienna, Austria Heribert Reisinger, University of Vienna, Austria Building on transportation theory, para‐social interaction (PSI) and threat to freedom (TTF), this study explores how the use of unknown and celebrity actors in narrative advertisements affects engagement (transportation). The results support that there are differences between celebrity and unknown actors in how TTF influences the transportation experience which in turn affects ad attitude. In the case of unknown actors, TTF reduces transportation, whereas in the case of celebrity actors it aids in transporting consumers into the narrative advertisement. Also, PSI improves the transportation experience of narrative advertisements in general. Thus, this study provides practical insights concerning the advantageous usage of different actor types in narrative advertisements.

11:15‐12:00 The impact of self‐esteem on the relationship between the endorser and the consumer’s behavioural intentions

Anne Bontour, University Paris 1 Panthéon‐Sorbonne, France Nathalie Guichard, University Paris Sud‐Saclay, France Using endorsers to promote products is a popular advertising strategy. Five major types of endorsers used in advertising are: celebrities, typical consumers, professional experts, company presidents and models. To date, most academic research on the endorser’s effectiveness has focused on celebrity endorsement. The objective of this study is to expand on the other endorsement types literature by studying the effectiveness of advertising using five types of endorsers with incorporating consumers’ self‐esteem. Results suggest that this variable is a moderator of the direct effect between endorsers and consumers’ behavioural intentions. Implications for practitioners and suggestions for future research are discussed.


10:30 – 12:00 PM Session 9

Session 9 (Room B) – From the Role of Sensory Information to the Influence of Store Atmosphere Chair: Béatrice Siadou‐Martin

10:30‐11:15 How to prompt favorable expectations in service settings? The role of sensory information

Marion Garaus, MODUL University Vienna, Austria Elisabeth Steiner, Austrian Marketing University of Applied Sciences, Austria Christian Weismayer, MODUL University Vienna, Austria Consumers are frequently exposed to incomplete information when making their purchase decisions. This lack of information is often compensated by inference information. Drawing on inference theory and literature on sensory information, we developa conceptual model on the influence of sensory informationon quality inferencesand anticipated emotions, which in turn influence visit intentions.A series of sevenexperiments (one field and sixonlineexperiments) confirm the robustness of our model in four different service contexts and offer interesting information on the differential influenceof various sensory attributes. The findings offer valuable implications for theory and practice.

11:15‐12:00 The influence of a retail store’s atmosphere on consumer’s reactions: The case of ephemeral stores

Ghalia Boustani, University Paris 1 Pantheon Sorbonne, France Jean‐François Lemoine, University Paris 1 Panthéon‐Sorbonne, France Pop‐up stores present many advantages to brands and customers. They take advantage of seasonality and events and manifest themselves in a relevant way in front of the targeted customer. Following a mixed method approach, semi‐structured interview outcomes were used to enrich the proposed research model, which was then tested by a questionnaire. Our research’s results highlighted interesting components respective to the Lebanese market’s pop‐up stores. Lebanese pop‐up store atmospheres are characterized by their social dimension; customers are less affected by the aesthetics and more affected by the crowd who frequents the pop‐up. Results showed that customers feel happier and are more likely to stay and to spend time in the store than to make purchases.

2nd Day – Friday, 1:30 PM – 3:45 PM

1:30 – 3:45 PM Session 10

Session 10 (Room A) – Consumers’ Activities and Market Dynamics Chair: Matthew Hawkins

1:30‐2:15 Tempted by the Fruit of Another: Paradoxical Insights from Infidelity A Working Paper

Alexandra S. Rome, ICN Business School, France This study explores the complexities of how users negotiate their experiences of marital infidelity vis‐à‐vis the online marketplace in ways that paradoxically uphold the institution of marriage. Drawing from a series of in‐depth interviews with users from an online dating platform for married people, this study highlights how infidelity is conceived as both an inner‐directed, freeing, and fantastical experience and one of selflessness, necessitated in effort to preserve one’s marriage. The value that users derive from infidelity sites and engaging in extramarital experiences hinges on their ability to simultaneously subvert and thus uphold the institution of marriage.

2:15‐3:00 The battle of materiality: a socio‐material framework of the perpetuation of illegal downloading practices

Alix Poels, University Paris‐Est Créteil, France Sandrine Hollet‐Haudebert, University of Toulon, France

Our research aims to explain the perpetuation of illegal practices of online copyright infringement. Over the period 1999‐2018, the issue of illegal downloading was examined through the analysis of institutional actors' games and individual practices. A temporal bracketing methodology (Langley, 1999) allows to identify three periods characterized by materiality changes: the emergence of illegal downloading actors (1999‐2005), the structuring of different actors around technologies and their materiality from 2005 to 2012, then the migration to new practices from 2012. Our research shows that the perpetuation of online copyright infringement is essentially supported by material elements whose control is the subject of an intense confrontation between institutional players and Internet users. In this battle, it is not the law but the materiality that shapes the practices.

3:00‐3:45 The role of consumption practices on people living in poverty’s identity configuration

Anis Jounaid, University of Paris‐Est, France Following a quasi‐ethnographic methodology, we gained access to a French charity to conduct a research with people living in poverty to study the influence of consumption activities on their social identity configuration. Based on our findings, we conceptualized identity configuration as a context‐related negotiation between valued and rejected social identities. We propose a framework for understanding the said negotiation, consisting of a pendulum slide (i.e. navigation) between three symbolic consumption spaces (constrained, non‐constrained and hinge). This navigation depends, along with the social context, on people living in poverty’s available resources and activation capacities of each individual.

2nd Day – Friday, 1:30 PM – 3:45 PM

1:30 – 3:45 PM Session 11

Session 11 (Room B) – Branding and Brand Management Chair: Björn Walliser

1:30‐2:15 Influence of patterns on brand perception: a first quantitative study on brand iconic authenticity perception

Manon Favier, University of Angers, France Gaëlle Panthin‐Sohier, University of Angers, France This research investigates the influence of patterns as visual attributes of packaging design and their ability to influence brand perception. Two experiments were conducted among 166 Dutch consumers in 2 categories of products: wine (n = 86) and chocolate (n = 80). For each product category, two different packages were designed (one with geometric pattern, the other an organic pattern) and tested through an online questionnaire. The results suggest that pattern type influence the perception of the brand iconic authenticity. Organic patterns tend to convey a more old‐fashioned brand image while geometric patterns tend to convey a more modern brand image.

2:15‐3:00 Too much of a good thing? Ceiling effects for strong partners in brand alliances

Marion Garaus, MODUL University Vienna, Austria Arnd Florack, University Vienna, Austria Elisabeth Wolfsteiner, University Vienna, Austria Partnering with strong brands has become common practice for many companies. Conventional wisdom suggests that combining two strong brands results in an even stronger co‐brand. In contradiction with this assumption, the present research builds on adaptive learning models and develops a theoretical framework on ceiling effects in strong brand alliances. Two experiments reveal that partnering with strong or moderate monobrands does not result in benefits for a strong monobrand. This research offers new theoretical insights into adaptive learning processes in brand alliances consisting of (at least one) strong monobrand and questions the effectiveness of strong brand alliances.

3:00‐3:45 The Perception of Family Businesses Around the Globe

Philipp Jaufenthaler, University of Innsbruck, Austria Although family businesses are the dominant form of organizational businesses all over the world, it remains largely unclear how they are perceived by outsiders. The results of this research study indicate a clear difference in perceptions of family businesses between the Western and Eastern world. Our findings demonstrate that people in the USA and Germany attribute distinctive characteristics to family businesses compared to non‐family businesses. In India, by contrast, the distinction between family businesses and non‐family businesses is less pronounced. Furthermore, all investigated regions hold a positive attitude towards family businesses, but key drivers vary from one country to another. The findings of this research project contribute to a better understanding of the family business brand and provide important theoretical and practical implications.

proceedings fag 2019 -...

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