How Does Cultural Self-Construal Influence Coupon Proneness?: Evidence From Laboratory, Field Study, and Secondary Datasets

We examined the effects of monetary and non-monetary pre-giving incentives on donations. Small monetary incentives induced higher donation intention but lower donation amounts compared to equal-value non-monetary incentives and no incentives. Results are explored via reciprocation, and communal and exchange relationship due to pre-giving. Reframing Sustainability: Negotiating Environmental Responsibility in the Food Market Carl Yngfalk, Stockholm Centre for Organizational Research, Stockholm University, Sweden While little research has examined tensions related to sustainability in marketing organization, the present study investigates how resistance and disruptions in environmental responsibility are configured in the market and in consumer relationship management. Results from a neo-institutional analysis elucidate commercial rationalities that enact forms of corporate ‘legitimate resistance’ to incentives of sustainable consumption and production in contemporary food retail. Responses to Humor in Shame-Inducing Health Issue Advertisements with the Effects of Health Worry Levels Hye Jin Yoon, Southern Methodist University, USA Humor effects in shame-inducing health issue advertising is non-existent. Two experimental studies found responses to different levels of humor and shame in health issue prevention messages to be contingent on the individual’s health worry levels. The findings provide implications for theoretical as well as practical contributions. 816 / Working Papers Two Faces of Impulsiveness: Self-Control Failure and Impulsivity in Discounting Models Haewon Yoon, Carroll School of Management, Boston College, USA The current study explores different discounting models of intertemporal choice using a new model framework technique that can highlight qualitative properties of discounting models. Our fundamental bias in future time perception may play an important role in why we make untenable plans to wait for the future option. The Effect of Color Harmony on Creative Cognition and Perceived Innovativeness of Brands Nara Youn, Hongik University, Seoul, Korea Chang Yeop Shin, Hongik University, Seoul, Korea Angela Lee, Northwestern University, USA Color studies in psychology have focused on the symbolic meanings of each color rather than their interrelations. Color could also impact creativity through the disfluency of moderately disharmonious color combinations. This research demonstrates that using moderate disharmony is more effective in prompting creative thinking than any one color in isolation. Polarisation effects in Primary versus Secondary Sharing Sik Chuen Yu, University of Sydney, Australia Donnel Briley, University of Sydney, Australia Pennie Frow, University of Sydney, Australia Users of mainstream social media platforms can either create and share original content (primary sharing) or pass along what has been shared by others (secondary sharing). This research proposes that the likelihood of sharing messages with balanced versus extreme opinions depends on whether the sharing mode is primary or secondary. Crispy Chips Or Spinach Dips, Which One Do You Crave More? Understanding Consumers’ Deep Respect For Their Favorites Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA Theodora Avramidis, Pennsylvania State University-Harrisburg, USA The current research suggests that consumers’ long-term orientation may impact their decisions to save the best for last. Results show that, when given the option, long-term oriented consumers may be more likely to be patient and savor their favorite item last, rather than starting with their favorite one. Construal Level Theory Explains the Occurrence of Choice Overload Effects Ulku Yuksel, The University of Sydney Business School, Australia Nguyen T Thai, The University of Sydney Business School, Australia This research demonstrates how desirability/feasibility mindset explains choice overload effects. Consumers who are exposed to large (small) choice-sets construe impending tasks concretely (abstractly), and weigh desirability attributes less (more) than feasibility attributes. Subsequently, the triggered feasibility mindset decreases the preference for large assortments. The Nobility of The “Yuck” Response: The Hidden Motivation Underlying Counterhedonic Food Consumption Zhe Zhang, C. T. Bauer College of Business, University of Houston, USA Vanessa Patrick, C. T. Bauer College of Business, University of Houston, USA We propose that consumption of “non-tasty, but beneficial” foods is driven by a counterhedonic (versus homeostatic or hedonic) eating pathway. We showcase the unique emotional transformative experience of moving from disgust to moral nobility that characterizes the counterhedonic consumption process and demonstrate the emergence of a virtuous self post-consumption. Advances in Consumer Research (Volume 43) / 817 Targeting the Right Age of Children with the Right Package Design Dan Zhang, City University of New York, USA This research explores age effects on children’s preferences of package design in curvilinearity, figurativeness, and complexity. Analysis of data from 763 children suggests that children’s preferences for curved package shapes increase with age. Meanwhile, the subject of figurativeness matters. Finally, preferences for complex package shapes increase with age. Apology or Denial? How Stability Attribution Affects Consumer Distrust Towards the Firm Haichuan Zhao, USTC-CityU Joint Advanced Research Center, University of Science and Technology of China, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong Lan Jiang, Department of Marketing, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong Chenting Su, Department of Marketing, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong Zhongsheng Hua, School of Management, Zhejiang University, Hangzhou, Zhejiang Province, China This research explores how social account can mitigate distrust caused by violation.Study1 shows that apology be better when violation is competence based, and denial be better when violation is integrity based,and perceived stability as the underlying mechanism.Study 2 shows remedial action plan can affect the choice of social accounts. How Embarrassing For You (And me): The Nature of Vicarious Embarrassment Alexander Ziegler, University of Kentucky, USA John Peloza, University of Kentucky, USA Alexis Allen, University of Kentucky, USA Lucas Hopkins, Florida State University, USA Although embarrassment is regarded as a social phenomenon, vicarious embarrassment remains unstudied in consumer research. Vicarious embarrassment is the emotion observers feel when witnessing an embarrassing event. Thus observers cause, but also are affected by, embarrassment. We introduce blame as a causal mechanism behind vicarious embarrassment. 818 / Working Papers