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2014 Seminars

27th Feb 2014 - 12:30 pm

Venue: Room 214/215, Economics and Business Building (H69)

Speaker: Associate Professor Adam Duhachek, Indiana University

Title: Coping, Construal and Health Messages: Response Efficacy and Self Efficacy-based Persuasion

Four experiments examine the nature of different coping strategies and their subsequent effects on the effectiveness of health messages. We argue that the two strategies of problem-focused versus emotion-focused coping represent coping at different levels of construal, and we identify the role of distinct types of efficacy resulting from each coping strategy. We show that health messages are more effective when they are represented at a construal level that matches the specific coping strategies due to an efficacy-based fit mechanism. We propose that consumers primed with problem-focused strategies are more persuaded by messages presented at lower levels of construal. This effect occurs because lower rather than higher levels of construal reinforce self-efficacy perceptions that enhance persuasion under problem-focused coping strategies. Consumers primed with emotion-focused strategies are more persuaded by messages presented at higher level construals. Higher levels of construal reinforce response efficacy perceptions that drive persuasion for emotion-focused coping strategies. Finally, we show that priming consumers with hope can help boost their self-efficacy leading emotion-focused coping strategies to mimic problem focused coping strategies.

11th Apr 2014 - 12:00 pm

Venue: Room 214/215, Economics and Business Building (H69)

Speaker: Associate Professor Alexander (Sasha) Fedorikhin, Indiana University

Title: The Impact of Bundle Components on the Focal Product Evaluations

Research on consumer evaluations of products offered with ad-ons (discretionary benefits that provide utility only if consumed with the corresponding base good; Guiltinam 1987) shows that the evaluation of the base product is affected negatively, if the ad-ons are alignable (enhance an existing feature). If the ad-ons are non-alignable (introduce a new capability), the base product evaluation is affected positively (Bertini, Ofek, Ariely 2008). The present research demonstrates that alignability of the supplemental products has a different effect, when the supplementary products are offered as part of a bundle with the focal product. In contrast to ad-on effects, bundling an alignable supplementary product (extra memory) with the focal product (camera) has a positive effect on the evaluation of the focal product. For the non-alignable supplementary product (tripod) the effect is negative. Further, we reverse the effect of alignability of supplementary product on the evaluation of the focal product, by prompting the participants to think about why the manufacturer would offer the products in a bundle. We also demonstrate the mediating effect of the prompt on the evaluations of the focal product.

1st Aug 2014 - 02:00 pm

Venue: Room 214/215, Economics and Business Building (H69)

Speaker: A/Prof. Mengze Shi, Rotman School of Management, University of Toronto

Title: Economic Incentives and Non-Economic Motivations in Contests

Abstract: This paper develops a new method to investigate the interaction between economic incentives and non-economic motivations in contests. Our method separates the effect of non-economic motivations from the effects of economic motivations and risk aversion. We run a set of laboratory experiments involving contests among salespeople and use the data to estimate the levels of non-economic motivations under different treatments. Our results show that the spread of contest rewards affects both the economic and non-economic motivations of the participating agents. We also explore the effects of alternative recognition regimes on the levels of effort and non-economic motivation. We find that a regime like "President's Club", under which top performers are recognized publicly without revealing the ranking among them, performs better than other regimes. Overall, this paper demonstrates the significant impact of an agent's non-economic motivation on her effort, and underscores the importance to managers of jointly choosing incentive structures and recognition regimes.

Speaker: Mengze Shi is Associate Professor of Marketing at Rotman School of Management, University of Toronto. His research is focused on incentives and motivations, specifically how people respond to incentives and how companies should design incentive programs. He has investigated a wide range of consumer incentive programs, including loyalty rewards, sweepstakes, group buying, discounts, and direct mails, as well as incentives for sales agents such as commissions and sales contests. His work has covered such industries as airlines, wireless communications, automobile, financial services, and mailing catalogs.

14th Nov 2014 - 02:00 pm

Venue: Room 214/215, Economics and Business Building (H69)

Speaker: Dr Adrian R. Camilleri, Royal Melbourne Institute of Technology

Title: TBA

28th Nov 2014 - 02:00 pm

Venue: Room 214/215, Economics and Business Building (H69)

Speaker: Professor Gerald J. Gorn, Hong Kong Polytechnic University

Title: Brand Logo Shapes and Consumer Judgments

A brand logo is an important component of a company’s identity. Four experiments document that the  mere circularity and angularity of a brand logo is powerful enough to affect  perceptions of the physical characteristics of a product - in this research, a  shoe’s perceived comfortableness and durability. Support is obtained for the  underlying mechanism being one of people mentally simulating interacting with  the product that they are exposed to in an ad. We show that if the capacity to  simulate is limited by either visual working memory being constrained by  irrelevant visual imagery, or long-term memory associations being insufficient  because of a lack of familiarity with the product domain, there are no logo  shape effects on brand attribute perceptions. Finally, an examination of the  relationship between logo shape inferences and product positioning in an ad  finds that logo shape inferences induce more favorable attitudes, and a greater  willingness to pay, if they match vs. don’t match the way the product is  positioned in the ad. Alternative theoretical explanations of the findings  other than mental simulation are considered.

Bio: Prof. Gorn’s research focuses on understanding consumer  judgments and attitudes, and the factors that influence them. He addresses two substantive questions  of interest to marketers and public policy makers: when and why marketing  communications cause consumers to make certain types of inferences, and how to  design more effective communication strategies based on this understanding. He has written articles on the effects  of advertising and other types of communications on adults, children, and  seniors. Prof. Gorn’s research  has been published in marketing, health, psychology, and policy journals,  including the Journal of Marketing Research, the Journal of Consumer  Research, Management Science, the Journal of Consumer Psychology, the Journal of Marketing, the Journal of Public Policy and Marketing,  Psychology, Health, and Medicine, and the American Journal of Public  Health. His editorial board memberships include the Journal of Consumer  Research, the Journal of Consumer Psychology, and Psychology, Health,  and Medicine. He is a former Associate Editor of the Journal of Consumer  Psychology.  Before coming to Poly U as a Chair Professor of  Marketing, Prof. Gornheld chair professor positions at the University  of British Columbia, the University of Science and Technology, and the  University of Hong Kong.He has given invited talks at universities in  the U.S., Canada, Europe and Asia. He has been a plenary speaker at the  Association of Consumer Research meetings, and recently received the Society of  Consumer Psychology’s best paper award for an article he co-authored in the Journal  of Consumer Psychology in 2011. He has won awards for both MBA teaching (UBC) and undergraduate teaching  (HKUST).and has served as both a Department Head (HKUST and UBC) and Associate  Dean (UBC).

12th Dec 2014 - 02:00 pm

Venue: Room 214/215, Economics and Business Building (H69)

Speaker: Associate Professor Sonya Grier, KOGOD School of Business, American University

Title: Targeting Disparities: Food Marketing and Obesity in the United States

Obesity is a critical health problem worldwide which has led policymakers to rank it as a critical public health issue for the 21st-century (Koplan et. Al 2005). Since the 1970s, obesity among children has more than doubled and approximately 15% of youth aged two to 19 are obese (Ogden et al 2012). Among adults, more than 1/3 (35%) are obese (CDC 2012). Further, although obesity in the United States is population wide, it is not equally distributed among socio-demographic groups. Ethnic minority status is associated with higher than average obesity prevalence among both youth and adults. Although ethnic disparities in obesity are often assumed to be solely a product of income differences, the association between socio-economic status and obesity varies by ethnicity and gender. For example, among white children obesity generally declines with parental increases in education or income, whereas rates may increase with income, or show no consistent pattern among Black and Hispanic children (Ogden et al 2012).

Of the many environmental factors associated with obesity, commercial food marketing practices are among the most criticized. Past large-scale public health efforts regarding obesity prevention issues argue that marketing environment changes will be a critical element for success (Eriksen, 2005). The obesity prevention action plan developed by the Institute of Medicine (IOM) emphasizes the need to focus attention on ethnic minority groups as high risk populations (Koplan, Liverman et. Al 2005). The role of the marketing environment is of special relevance to a national policy focus on ethnic minority populations amidst significant health disparities and multiple national policies designed to eliminate health disparities. Contextual differences in the type and nature of marketing exposures may limit the effectiveness of general health promotion and disease promotion initiatives aimed at preventing childhood obesity among ethnic minorities. Differences in underlying factors in the socio-ecological or psycho-social context of the population may have a greater impact because their effects magnified by or interact with factors which contribute obesity in the broader population. For example, minority populations may see more outdoor advertising (e.g. billboards) given higher use of public transportation, but also because there are more billboards in ethnic and low income neighbourhoods. More generally, differences in the amount and content of targeted food marketing may create, shape, support, or maintain ethnic differences in the healthfulness of attitudes and norms toward particular types of foods and beverages. Despite discussions of the excess risk in minority populations, targeted marketing practices have not been central to policy discussions regarding food marketing practices and obesity. A key reason often noted for this absence is the lack of data on the marketing environments of specific populations, which is needed to inform such discussions.

This presentation will present key findings from a research program designed to: 1) identify and explain important ways in which targeted marketing may influence the excess burden of obesity in ethnic minority populations; 2) elucidate the marketing environment of specific ethnic minority populations; and 3) identify modifiable factors to develop social marketing interventions to intervene on these issues. Results of multiple studies will be discussed in the broader context of the role of targeted food marketing in facilitating both unhealthy eating behaviours, as well as in developing interventions to support healthy consumption.