Agenda 13th Marketing Dynamics Conference, U Hamburg 1

13th

Marketing Dynamics Conference (MDC)

July 6-9, 2016 * University of Hamburg

Wednesday July 6

18.00-20.00 Welcome Reception (Venue: Esplanade 36)

Thu – Sat Overview July 7-9

Time Thursday

PhD Tracks Friday

Tracks 1 & 2 Saturday

Tracks 3 & 4

8.30 TA1 TA2 FA1 FA2 SA3 SA4

10.00 Coffee Break

10.30 TB1 TB2 FB1 FB2 SB3 SB4

12.00 Lunch

13.00 TC1 TC2 FC1 FC2 SC3 SC4

14.30 Coffee Break

15.00 TD1 TD2 FD1 FD2 SD3

15:30 Guided City Tour (Walk)

16.30 Coffee Break

17.00- 17.45-

TE2 FE1 FE2

19:00 Conference BBQ (Side Hotel)

19:30 Gala Dinner River Cruise

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Thursday, July 7

# PhD Track 1

Prasad Naik (Track Chair)

and members of the MDC Advisory Board & Program Committee

TA1 08.30 – 10.00 Purchase Behavior Dynamics

Tracking Customer Purchase Behavior Using Control Charts Holtrop (RU Groningen), Wierenga (RU Groningen)

A Customer’s Mobile Self-Scanning Use and Its Effect On Trip Purchase Behavior Vuegen (KU Leuven), ter Braak (KU Leuven), Lamey (KU Leuven), Ailawadi (Dartmouth U)

TB1 10.30 – 12.00 Online Advertising Dynamics

The Role of Ad Properties in Display Ads’ Effectiveness Leweling (U Muenster), Gensler (U Muenster), Wiesel (U Muenster)

Online Behavioral Advertising, Informed Consent, and Consumer Opt-out: Evidence from Retargeted Ads Eiting (TU Braunschweig), Woisetschläger (TU Braunschweig)

TC1 13.00 – 14.30 Advertising & Social Media Dynamics

Driving Demand by Managing Network Structure and Network Communication Huppertz (U Hamburg), Heitmann (U Hamburg), Stahl (U Mannheim)

Window-dressing: Optimizing the Brand Communication Strategy in TV Advertising Becker (U Cologne), Reinartz (U Cologne), Bruce (UT Dallas)

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Thursday, July 7

# PhD Track 1 (cont’d)

TD1 15.00 – 16.30 Public Policy Dynamics

Evaluating the Role of Income on the Impact of Fat Taxes: A Dynamic Structural Model of Snack Consumption Mullick (ESSEC), Glady (ESSEC)

Values, Voters, and their Brands Pavlov (U Washington), Mizik (U Washington)

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Thursday, July 7

# PhD Track 2

Harald van Heerde (Track Chair)

and members of the MDC Advisory Board & Program Committee

TA2 08.30 – 10.00 Macroeconomic Dynamics

Coming Out of a Recession - Investigating the (Persistent) Consequences of an Economic Downturn on Consumer Shopping Behavior Eisenbeiss (U Bremen), Reinartz (U Cologne), Scholdra (U Bremen), Wichmann (U Cologne)

Consumer Brand Choice over Time in Emerging Markets: An Exploratory Study Ewijk (Tilburg U), Gijsbrechts (Tilburg U), Steenkamp (U North Carolina)

TB2 10.30 – 12.00 Macroeconomic & Stock Market Dynamics

Satisfaction and the Economy: How Consumers’ Macroeconomic Outlook Affects Their Satisfaction with Offerings Moon (U Florida), Mitra (U Florida)

Volatility Spillovers Across User-Generated Content and Stock Market Performance Van Dieijen (Erasmus U), Borah (U Washington), Tellis (U Southern California), Franses (Erasmus U)

TC2 13.00 – 14.30 Choice Dynamics

Modeling Gift Choice: the Effect of Uncertainty on Price Sensitivity Van der Lans (Hong Kong UST), Wang (Hong Kong UST)

Licensing and Price Competition in Tied-Goods Markets: An Application to the Single-serve Coffee System Industry Chintagunta (U Chicago), Qin (U Minnesota), Vitorino (U Minnesota)

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Thursday, July 7

# PhD Track 2 (cont’d)

TD2 15.00 – 16.30 Retailing Dynamics

Manufacturers becoming Retailers: The Impact of Online Direct-to-Consumer Sales on Retailer Performance Van Combrugge (KU Leuven), Breugelmans (KU Leuven), Cleeren (KU Leuven)

Opening the Umbrella: Assessing the Performance Implications of Major Private-Label Rebrandings Keller (Tilburg U), Geyskens (Tilburg U), Dekimpe (Tilburg U)

TE2 17.00 – 17.45 Innovation Dynamics

Innovation Cloning: Assessing the Impact of Innovation Copycats on Original Pioneer Sales Nohe (Tilburg U), Deleersnyder (Tilburg U), ter Braak (KU Leuven)

Social Program:

19:00 - 23:00 BBQ SIDE Hotel Skylounge Drehbahn 49, 20354 Hamburg phone: +49 40 30 99 90

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Friday, July 8

# Track 1

FA1 08.30 – 10.00 WOM Dynamics (I)

Talk Bursts: The Role of Spikes in Pre-release Word-of-Mouth Dynamics Gelper (U Eindhoven), Peres (Hebrew U), Eliashberg (U Pennsylvania)

Changing Their Tune: How Consumers' Adoption of Online Streaming Affects Music Consumption and Discovery Datta (Tilburg U), Knox (Tilburg U), Bronnenberg (Tilburg U)

FB1 10.30 – 12.00 WOM Dynamics (II)

Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns Chae (INSEAD), Stephen (U Oxford), Bart (Northeastern U), Yao (NU Singapur)

Giving and Receiving Word-of-Mouth: Evidence from Emerging Markets Bahadir (Özyegin U), Pauwels (Özyegin U)

FC1 13.00 – 14.30 Mobile Dynamics

Mobile Shopping: More Impulse Purchases in a Higher-Friction Market Chen (Tsinghua U), Wu (Tsinghua U)

Customer Valuation and Segmentation in Mobile Social Networks Kim (CU Hong Kong), Rao (Cornell U)

FD1 15.00 – 16.30 Customer Dynamics

Creating Customer Engagement via Mobile Apps: How App Usage Drives Purchase Behavior Dinner (U North Carolina), van Heerde (Massey U), Neslin (Dartmouth)

Is it How You Start How You Finish? Customer Return Rate Evolution in Online Retailing El Kihal (U Frankfurt), Erdem (New York U), Schulze (Frankfurt SoF), Skiera (U Frankfurt)

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Friday, July 8

# Track 1 (cont’d)

FE1 17.00 – 18.30 Advertising Dynamics

When the Whole can be Less than the Sum of its Parts: the Complexity of Multimedia Effects Kolsarici (Queens U), Vakratsas (McGill U)

Keeping Online Ads Compelling - the Effects of Ad Creation and Ad-Carrying Website on Display Ad Effectiveness Lobschat (RU Groningen), Bruce (UT Dallas), Rao (UT Dallas), Holtrop (RU Groningen)

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Friday, July 8

# Track 2

FA2 08.30 – 10.00 Value Dynamics

Predicting Consumer-Based Brand Equity with Google Trends Stahl (U Mannheim), Dekimpe (Tilburg U), Ailawadi (Dartmouth U)

Value of Search Aggregators Akca (U Zurich), Rao (U Chicago)

FB2 10.30 – 12.00 Demand Dynamics

Demand Dynamics in the “Rental-by-Mail” Business Model Kumar (Yale U), Sun (U Colorado)

Optimal Product Versioning Strategy in Durable Goods Markets: The Case of the U.S. Video Game Industry Ishihara (New York U), Liu (New York U), Rietveld (Erasmus U)

FC2 13.00 – 14.30 Pricing Dynamics

An Empirical Test of Price Theories in the Market for Seasonal Goods Soysal (UT Dallas), Chintagunta (U Chicago)

The Dynamic Effects of Prices Paid in Salesperson-mediated Transactions: Evidence From a Business-to-Business Market Bruno (U Cologne), Dutta (U Southern California), Zhang (U Southern California)

FD2 15.00 – 16.30 Retailing Dynamics

Global Private Label Convergence: fact or fiction? Gielens (U North Carolina), Dekimpe (Tilburg U), Mukherjee (SMU Singapur), Tuli (SMU Singapur)

Seller Location and Online Shopping Seller Location and Online shopping: It’s more than gravity that attracts Chintagunta (U Chicago), Chu (NU Singapur)

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Friday, July 8

# Track 2 (cont’d)

FE2 17.00 – 18.30 Learning in Deals & Primaries

Learning in the U.S. Presidential Primaries Borkovsky (U Toronto), Ching (U Toronto), Roos (Erasmus U)

Learning in Daily Deals with Dirichlet Prior Hu (CU Hong Kong), Dang (CU Hong Kong), Chintagunta (U Chicago)

Social Program:

19:30 – 23:00 Gala Dinner Harbor Cruise Elbreederei Abicht “MS Fantasia” Landungsbrücken, Brücke 10 phone: +49 40 31 78 22 15

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Saturday, July 9

# Track 3

SA3 08.30 – 10.00 Digital Content Dynamics

The Effect of Links and Excerpts on Internet News Consumption Roos (Erasmus U), Mela (Duke U), Shachar (IDC Israel)

Digital Content Variety and Customer Subscription Behavior Chintagunta (U Chicago), Draganska (Drexel U), Knox (Tilburg U)

SB3 10.30 – 12.00 Review Dynamics

The First Review Effect Park (U Florida) Shin (U Florida), Xie (U Florida)

The Pattern of Product Reviews Schoenemueller (Columbia U), Netzer (Columbia U), Stahl (U Mannheim)

SC3 13.00 – 14.30 Choice Dynamics (I)

Modeling Moment-to-Moment Utility Accumulation and Brand Choice on Comparison Websites using Eye Tracking Martinovici (Tilburg U), Pieters (Tilburg U), van der Lans (HK UST), Wedel (U Maryland)

Gaussian Process Dynamic Choice Models Dew (Columbia U), Ansari (Columbia U), Li (CKGSB Hong Kong)

SD3 15.00 – 15.45 Choice Dynamics (II)

Model-Based Project Discovery Jacobs (Erasmus U), Donkers (Erasmus U), Fok (Erasmus U)

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Saturday, July 9

# Track 4

SA4 08.30 – 10.00 Attribution Dynamics

Delusion in Attribution: Caveats in Attributing Purchases to Multimedia Exposures van Heerde (Massey U), Danaher (Monash U)

The Consideration Process: Insights from Modeling Clickstream Data Rangaswamy (Penn State), Ringel, Skiera (U Frankfurt), Zhang (Penn State)

SB4 10.30 – 12.00 Touch Point & Resource Dynamics

Uncovering Characteristic Paths to Purchase of Consumers Song (Boston U), Sahoo (Boston U), Srinivasan (Boston U), Dellarocas (Boston U)

Allocating Marketing Resources under Model Uncertainty Rubel (U California Davis), Naik (U California Davis)

SC4 13.00 – 14.30 Social Media Dynamics in Politics

Drivers of social media engagement in case of oppositional loyalty: An analysis of the 2016 US presidential primaries Kübler (Ozyegin U), Pauwels (Ozyegin U)

Social Media Influence on Voter Demand in the U.S Presidential Primaries: How Much Do Political Elites Really Shape Early Primary Public Opinion? Albuquerque (INSEAD), Lovett (U Rochester), Peress (Stony Brook U), Vidal Berastain (U Rochester)

Social Program:

15:30 – 17:00 Guided City Tour (Walk)

Sightseeing Kontor

Meeting Point: Stephansplatz 10, 20354 Hamburg

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Advisory Board and Program Committee Members

Paulo Albuquerque Associate Professor INSEAD, France

Ashwin Aravindakshan Associate Professor Univ. of California Davis, USA

Norris I. Bruce Associate Professor Univ. of Texas at Dallas, USA

Yubo Chen Associate Dean & Full Professor Tsinghua University, Peking, China

Katrijn Gielens Associate Professor Univ. of North Carolina, USA

Els Gijsbrechts Full Professor Tilburg University, NL

Raghuram Iyengar Associate Professor Wharton, U. of Pennsylvania, USA

Ceren Kolsarici Associate Professor Queens University, Kanada

Prasad Naik Full Professor of Management Univ. of California Davis, USA

Oded Netzer Associate Professor Columbia University, NY, USA

Koen Pauwels Full Professor Özyegin University, Turkey

Kay Peters Full Professor Univ. of Hamburg, Germany

Oliver Rutz Associate Professor Univ. of Washington, Seattle, USA

Hari Sridhar Associate Professor Penn State Univ., USA

S. Sriram Associate Professor Univ. of Michigan, USA

J.B. Steenkamp Knox Massey Distinguished Professor Univ. of North Carolina, USA

Andrew Stephen Full Professor Oxford University, UK

Demetrios Vakratsas Associate Professor McGill University, Kanada

Ralf van der Lans Associate Professor HKUST, Hong Kong, China

Harald van Heerde Full Professor Massey University, New Zealand

Host Committee Members at University of Hamburg:

Kay Peters (Chair), Michel Clement, Karen Gedenk, Mark Heitmann, Henrik Sattler