July 6 – 8, 2017
Waseda University • Tokyo, JapanTHURSDAY, July 6
3:15-4:30pm

Conference Registration

Lounge4:30 – 6:00pm
Session 1.1:
Transformation of Advertising in Japan—Changes inthe Industry, Corporate Strategies and Consumer
Behavior
Room #903
Chair:
Christopher Pokarier, Waseda University
Panelists: Nobuko Kawashima, Doshisha University
Shizue Kishi, Tokyo Keizai University
Hiroshi Tanaka, Chuo University
Tatsuro Sato, Tama Art University
Session 1.2:
Leveraging the Olympic and Paralympic Games:
Building Brand Equity for All
Room #907
Chair:

P. Monica Chien, University of Queensland
Sarah Kelly, University of QueenslandPanelists: Masahiko Sakamaki, Tokyo Organizing
Committee of the Olympic and Paralympic
Games
Shiro Yamaguchi, University of Marketing andDistribution Sciences
Naoki Motohashi, Mitsubishi UFJ Research &Consulting
T. Bettina Cornwell, University of Oregon
6:30 – 8:00pm
Opening Reception
Sponsored by ASATSU-DK

Rihga Royal HotelFRIDAY, July 7
8:30 – 9:45am
Session 2.1:
Advertising in the Mobile Context
Conference Room 1
The Role of Socialization Agents in Adolescents’
Responses to App-based Mobile Marketing
Wonsun Shin, University of Melbourne
May Lwin, Nanyang Technological University
Examining Mobile Advertising in China and the U.S.: An
Integrated Model
Ying Wang, Youngstown State University
Jing Jiang, Renmin University of China
The Role of Gamification in Enhancing Intrinsic Motivation
to Use a Loyalty Program
Kyongseok Kim, Towson University
Sun Joo (Grace) Ahn, University of Georgia
Moderator: Alexander Muk, Texas State University
Session 2.2:
The Influence of Culture in Advertising
Conference Room 2
The Influence of Cultural Individualism and Collectivism on
Motivations Underlying Consumers’ Online Brand-Related
Activities
Pitiporn Kitirattarkarn, University of Amsterdam
The Effect of Culture on Product Evaluations
Reo Song, California State University, Long BeachGlobalization and “Jahmerican” Food Advertising inJamaica
Michelle Nelson, University of Illinois at UrbanaChampaign
Regina Ahn, University of Illinois at Urbana-Champaign
Cagla Giray, University of Illinois at UrbanaChampaign
Gail Ferguson, University of Illinois at UrbanaChampaign
Moderator: Sangruo Huang, Zhejiang University

Session 2.3:
CSR Communication and Effects
Conference Room 3
Event Social Responsibility: Positive Outcomes forMarketers and Consumers
Russell Lacey, Xavier University
Minette (Meme) Drumwright, University of Texas
Angeline Close Scheinbaum, University of Texas
The Effects of Incongruence on CSR Advertising
Hyunsang Son, University of Texas at Austin
Soyoung Lee, University of Texas at Austin
Jimi Hong, University of Texas at Austin
Minette (Meme) Drumwright, University of Texas
Doing Right Matters in Doing Good: The Role of CSR Fit
on Building Company Credibility and Reputation ThroughConsumer Attributions
Cen Wang, Florida State University
Jaejin Lee, Florida State University
Moderator: Herb Rotfeld, Auburn University
9:45 – 10:00am
Coffee Break

Main Conference RoomSponsored by DENTSU INC.

10:00 – 11:15am
Session 2.4:
Content Analysis of Ads around the World
Conference Room 1
Gender Representation in Cambodian Television
Advertisements
Michael Prieler, Hallym University
Vannak Dom, Hallym University
Do Advertisers Look at Older Consumers? A Content
Analysis of Older Adults in Malaysian Television and Print
Advertising
Izian Idris, Liverpool University
Images of Foreign Countries in Television Commercials inAsia: A Comparison of Japan, China, Korea, Thailand andSingapore
Piya Pongsapitaksanti, Kyoto Sangyo University
Moderator: Jami Fullerton, Oklahoma State University

Session 2.5:
Social Media for Communication and Commerce
Conference Room 2
We’re Friends, Right? How Using Dialogue on Facebook
Effects the Perceptions of Trust and Authenticity byConsumers
Casey McDonald, University of Florida
The Power of Like: Predicting Corporate Revenue byUsing Facebook Activities
Gunwoo Yoon, University of Miami
Cong Li, University of Miami
Yi (Grace) Li, University of Miami
Jiangmeng Liu, University of Miami
Cheng Hong, University of Miami
Michael North, Central Connecticut State University
A Cross-Cultural Study of Applying TAM to Examine
Consumers’ Innovativeness in Accepting Brand Pages
Alexander Muk, Texas State University-San Marcos
Christina Chung, Ramapo College of New Jersey
Jonghoon Kim, Incheon National University
Moderator: Eunice Kim, University of Florida
Session 2.6:
Online Consumer Reviews and eWOM
Conference Room 3“This Reviewer Receives Free Product in Exchange forHis/Her Honest Opinions.” How Sponsored Reviews Differ
from Organic Reviews
Su Jung Kim, Iowa State University
Ewa Maslowska, University of Amsterdam
Driving Positive Spoken and Online Word of Mouth
Steve Oakes, University of Liverpool
Helen Oakes, Keele University
Predictors of Electronic Word-of-Mouth Behavior on Social
Networking Sites in the United States and Korea: Culturaland Social Relationship Variables
Kyung Yul Lee, Hanyang University
Hojoon Choi, University of Houston
Moderator: Wonsun Shin, University of Melbourne
11:15 – 11:30am
Coffee BreakSponsored by DENTSU INC.

Main Conference Room

11:30am – 12:30pm
Keynote Session: Dentsu’s Strategies and Challenges
in the Changing Landscape of the Japanese Marketing/Advertising MarketMain Conference Room
Speaker: Mr. Yoshito Maruoka, Head of Dentsu Innovation
Institute
12:30 – 1:30pm
Lunch

Main Conference RoomSponsored by Dentsu Digital Inc.

1:30 – 2:45pm
Session 2.7:
Meet Journal Editors

Main Conference Room

Moderator: Jisu Huh, University of Minnesota
Panelists: Shintaro Okazaki, King’s College London(Editor-in-Chief, Journal of Advertising)Michelle Nelson, University of Illinois (AssociateEditor, International Journal of Advertising)
Hairong Li, Michigan State University (PastEditor, Journal of Interactive Advertising)Gayle Kerr, Queensland University ofTechnology (Deputy Editor, Journal ofMarketing Communications)
2:45 – 3:00pm
Coffee BreakRoom #914

Sponsored by INTAGE HOLDINGS Inc.

3:00 – 4:30pm
Session 2.8:
Advertising Law and Regulations in Asia Pacific:
Australia, China, Japan, and South Korea Compared
Room #902
Chair:
Kyu Ho Youm, University of Oregon
Panelists: Mariko Morimoto, Waseda University
Yik Chan Chin, Hong Kong Baptist University
Minjeong Kim, Hankuk University of ForeignStudies

Session 2.9:
Persuasion Effects of the Message Factors
Room #903
Advertising Feasibility or Desirability Attributes? The Roleof Counterfactual Thinking in Persuasion after Negative
Consumption Episodes
Kai-Yu Wang, Brock University
Guangzhi Zhao, Loyola University of Maryland
When Two Worlds Collide - The Dark Triad Personality
and the Humor in Comedic Violence Ads
Hye Jin Yoon, Southern Methodist University
Hongmin Ahn, West Virginia University
Comparing Typical or Atypical Attributes? The Role ofComparison Valence and Relative Market Share inComparative Ad Persuasion
Ying-Ching Lin, National Chengchi UniversityKai-Yu Wang, Brock University
Wei-Ting Jhang, National Dong Hwa University
Effects of Construal Level and Need for Cognition onConsumers’ Responses to Temporally Framed Benefits
Seounmi Youn, Emerson College
Hyuksoo Kim, Ball State University
Moderator: Gordon E. Miracle, Michigan State University
Session 2.10:
Brand-Consumer Relationship and Consumer
Engagement
Room #908
The Dynamic Interrelationship between Brand Actions,Customer Engagement Behaviors and Consumption
Vijay Viswanathan, Northwestern University
Edward Malthouse, Northwestern University
Ewa Maslowska, University of Amsterdam
Steven Hoornaert, Ghent University
Dirk Van den Poel, Ghent University
Consumer’s Willingness to Engage in a Social Media
Context: A Brand Preference Analysis in China
Terri Chan, Hong Kong Baptist University
What Features of Brands’ Postings Induce Virality andConsumer Engagement on Facebook?: A Study Using
Regression and Computational Analysis Approaches
Taemin Kim, Fayetteville State University
Hyejin Kim, University of Minnesota
Yunhwan Kim, Hankuk University of Foreign Studies

The Impact of Brand Personality Self-Congruity on Brand
Engagement and Purchase Intention: The ModeratingRole of Self-Esteem in Facebook
Jin Kyun Lee, Hongik University
Sara Hansen, University of Wisconsin Oshkosh
Shu-Yueh Lee, University of Wisconsin OshkoshModerator: Jisu Huh, University of Minnesota
4:30 – 4:45pm
Coffee BreakRoom #914

Sponsored by INTAGE HOLDINGS Inc.

4:45 – 6:00pm
Session 2.11:
Advertising Creative

Room #902

Handle With Care: Personalisation Technologies in theCreative Process
Richie Barker, Deakin University
The Use of Experimental Technologies in Award-Winning
Work: A Comparison of Asian versus Western CreativeStrategies
Fei Qiao, Guangdong University of Foreign Studies
Glenn Griffin, University of Alabama
Advertising Creatives' Knowledge and Use of Theories andConstructs
Katharine Hubbard, State University of New York,
BuffaloModerator: Fanny Fong Yee Chan, Hang Seng
Management CollegeSession 2.12:
New Technologies and Advertising Implications
Room #903
Is Augmented Reality Advertising a Cure-all? An EmpiricalInvestigation of the Impact of Innovation ResistanceHeejun Lee, Yonsei University
Chang-Hoan Cho, Yonsei University
The State of Augmented Reality Advertising Around theGlobe: A Multi-Cultural Content Analysis
Yang Feng, San Diego State University
Barbara Mueller, San Diego State university

The Future is Here: How the Internet of Things isChanging Consumer Journey
Yulia Lutchyn, Microsoft Research
Moderator: Su Jung Kim, Iowa State University
Session 2.13:
Practitioners' and Educators' Perspectives ofContemporary Advertising and Business Room #908
Our Fearless Leaders: How Agency Leaders in America
Perceive the 21st Century
Padmini Patwardhan, Winthrop University
Hemant Patwardhan, Winthrop University
How Marketers View Contemporary Marketing
Communication: The MaC Model
Gerard Prendergast, Hong Kong Baptist University
Douglas West, King's College London
Ka Wai Yip, Nature’s Parlour
Understanding Thai Academics’ Viewpoints on Integrated
Marketing Communications
Papaporn Chaihanchanchai, Chulalongkorn University
Saravudh Anantachart, Chulalongkorn University
Moderator: Beth Egan, Syracuse University
6:30 – 8:00pm
Reception Dinner

Rihga Royal HotelSponsored by Japan Academy of Advertising

SATURDAY, July 8
8:30 – 10:00am
Session 3.1:
2017 AAA ThinkubAAAtor Series: The Citizen Scholar
Room #901
Chairs: Louise Kelly, Queensland University of Technology
Gayle Kerr, Queensland University of Technology
Sheila Sasser, Eastern Michigan University
Panelists: Alice Kendrick, Southern Methodist University
Jami Fullerton, Oklahoma State University
Jef Richards, Michigan State University

Session 3.2:
Advertising for Better and Healthier Society
Room #913
The Role of Matching Mindset and Social Distance in AntiTexting while Driving Advertising
DongJae (Jay) Lim, University of Georgia
Jhih-Syuan Lin, University of Georgia
UnChae Chung, University of Georgia
Exploring the Role of Regulatory Focus and Processing
Fluency in the Effectiveness of Narrative versus Nonnarrative Advertising: A Study about Sugar Intake in theUSA
Kang Li, United International College
The Effectiveness of Guilt and Shame Appeals on HealthCommunications: The Role of Coping Response, SelfConstrual and Personal Cultural Orientation
Nguyen Hoang Sinh, Victoria University of Wellington
Daniel Laufer, Victoria University of Wellington
Jayne Krisjanous, Victoria University of Wellington
A Study of Green Advertising in “Nikkei Ecology” Magazine:
A Quantitative Content Analysis and Qualitative Semiotic
Approach
Yanyan Liu, University of Nagoya
Moderator: Guang-Xin Xie, University of Massachusetts
BostonSession 3.3:
Media Context Effects

Room #819

When and Where Should I Place My Ad? The Effects ofCognitive Load and Ad-context Congruence on Memoryand Persuasion for Advertisements in Blogs
Pei-ju Lee, University of Illinois at Urbana-Champaign
A Meta-Analysis of the Impact of Media Context on Ad
Attitudes
Eun Sook Kwon, Rochester Institute of Technology
Gergely Nyilasy, Melbourne University
Leonard Reid, University of Georgia
Karen King, University of Georgia
Ad Evolution: Discovery, Processing and Identification ofNative Advertising in Social Media Environments
Lance Porter, Louisiana State University
Kasey Windels, Louisiana State University
Rui Wang, Louisiana State University

A Content Analysis of Placement Strategies Employed byDifferent Product Class
Fanny Fong Yee Chan, Hang Seng Management
CollegeModerator: Edith Smit, University of Amsterdam

10:00 – 10:15am
Coffee BreakRoom #904

Sponsored by Nikkei Advertising Research Institute10:15 – 11:45am
Session 3.4:
Digital Analytics: Perspectives of Practitioners andAcademics
Room #901
Chair:Hairong Li, Michigan State UniversityPanelists: Jingtao Ji, Google
Morikazu Hirose, Tokyo Fuji University
Tacoa Francisco, Future Architect
Hairong Li, Michigan State University
Session 3.5:
Consumer Perception and Effects of the Endorser
FactorRoom #913
I Am Ugly, but I Am Tender: The Dominance of Moral
Character and Warmth
Joseph Chang, University of Massachusetts Dartmouth
Effects of Narrowed Distances on Celebrity-Endorsed
Advertisement Attitudes
Dave Centeno, University of the Philippines
Jeff Jianfeng Wang, City University of Hong Kong
“My Celebrities” Are Not Like “Others’ Celebrities” CollegeStudents’ Perception of In-Group Celebrities and OutGroup Celebrities
Jung-Sook Lee, Towson University
Lingling Zhang, Towson University
Hua Zhang, Towson University
Moderator: Hui Gao, South China University of Technology

11:45am – 1:00pm
LunchRoom #904

Sponsored by Hakuhodo Incorporated

1:30 – 7:00pm: Off Site Events
1:30-5:00pm Edo-Tokyo Museum(Board the bus at the Okma Kaikan Parking at 1:30pm)
5:00-7:00pm

Buffet Dinner

Sponsored by The Nikkan Kogyo Shimbun

AAA 2017 GLOBAL CONFERENCE ADJOURNSMARK YOUR CALENDARS NOW!
2018 AAA Annual Conference
March 22 – 25, 2018
Marriott Downtown • New York City, NY2019 AAA Annual Conference
March 28 – 31, 2019
Dallas Marriott City Center • Dallas, TX

Map of Conference Rooms at School of Commerce, Waseda University

１Ｆ
Family Mart(ConvenienceStore)

LoungeEscalator
Restroom

Reading room

Stairwell

Stair

Stair

Warehouse

Emergency
Control Center

StairsVending
MachineGarbageCollection
Point

Warehouse

２Ｆ

Restroom
Shop

Escalater

Escalater
Escalater
Warehouse

Lounge倉庫
Restroom
Restroom

４Ｆ

StaffRoomOffice
School of International Liberal Studies

Restroom
Restroom

Common RoomConference
Room 5

Conference Room 4

Conference Conference
Room 3
Room 2

Conference
Room 1Main Conference RoomRestroom
Restroom

８Ｆ
EV

EV

EV

805

Restroom

801

802

803

806

807

808

804

809

810

811

812

820
813

LoungeRestroom

816

819

818

Restroom

817

EV

815

814

Restroom

９Ｆ
EV

EV

EV

901

902

903

904

Restroom

915
Lounge

905

914
WC

912

911

910

909

Restroom

913

EV

908

907

906

Restroom