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NEW DRAFT (v 2.0)
AMERICAN ACADEMY OF ADVERTISING
March 26-29, 2015
Holiday Inn Mart Plaza
Chicago, IL
THURSDAY, March 26
PRE-CONFERENCE SESSIONS
Half Day Morning Pre-Conference 1: Beyond Student
Samples: Overcoming the Challenges
Chair:
Anna R. McAlister, Michigan State University
8:30 AM
Introduction: Jef I. Richards, Michigan State
University
8:40-8:55
Session 1: When Extra Credit isn’t Enough:
Establishing a Participant Pool with
Community Members
Presenters:
Anna R. McAlister, Michigan State University
Shupei Yuan, Michigan State University
8:55-9:10
Session 2: Bureaucracy is Surmountable:
Recruiting Schools, Parents, and Kids while
Meeting IRB Requirements
Presenters:
Elizabeth Taylor Quilliam, Michigan State
University
Anna R. McAlister, Michigan State University
9:10-9:25
Session 3: Truth or Consequences: How to
Get Participants to Cooperate in the Lab and
in the Field
Presenters:
Carie Cunningham, Michigan State University
Wonkyung Kim, Michigan State University
Chen Lou, Michigan State University
9:25-9:45
Q&A
9:45-10:15
Coffee & Tea Break
10:15-10:30
Session 4: Contexts vs. Control: Tradeoffs in
Control vs. Ecological Validity when Running
Lab Studies vs. Field Experiments
Presenter:
Sean B. Cash, Tufts University
10:30-10:45
Session 5: Dealing with the Logistics of
Working with Community Partners
Presenter:
Patricia Huddleston, Michigan State University
10:45-11:00
Session 6: Recruiting Online: The Promises
and Pitfalls of M-Turk and Qualtrics
Presenter:
Ann Kronrod, Michigan State University
11:00-11:25
Q&A
11:25-11:30
Closing Remarks: Jef I. Richards, Michigan
State University
Half Day Morning Pre-Conference 2: The Rise of Native
Advertising: An Exploration of Its Impact on Advertising,
Journalism, and the Consumer
Chairs:
Beth Egan, Syracuse University
James Tsao, Syracuse University
8:30-9:30
Session 1: What is native advertising?
9:30-10:15
Session 2: Who is Doing it Right? Best in
Class Examples of Native Advertising
10:15-10:30
Coffee & Tea Break
10:30-11:30
Session 3: Debate the Role of Native
Advertising in Both Advertising and
Journalism Contexts
Half Day Afternoon Pre-Conference 3: Teaching with Social
Media: A Hands-On Look
Chair:
Keith A. Quesenberry, Johns Hopkins University
1:00-1:30 PM
Session 1: Using Facebook in the
Advertising Class for Independent Learning
and Reflection
Presenter:
Shu-Chuan Chu, DePaul University
1:35-2:00
Session 2: Using Social and Digital Media
Data to Teach Advertising Insight and
Analytics
Presenter:
Valerie Jones, University of Nebraska-Lincoln
2:05-2:30
Session 3: Integrating Twitter and Other
Social Media to Engage Students and
Practitioners
Presenter:
Karen Freyberg, University of Louisville
2:35-3:05
Coffee & Tea Break
3:10-3:35
Session 4: How to Incorporate Social Media
Management Tools into Advertising and PR
Courses
Presenter:
Harsha Gangadharbatla, University of Colorado
3:40-4:05
Session 5: Using Blogs as an Effective
Learning Tool and for Social Media Skill
Development
Presenter:
Keith A Quesenberry, Johns Hopkins University
4:10-4:30 PM
Q&A and Closing Remarks
Half Day Afternoon Pre-Conference 4: Advertising
Agencies: Work and Discipline
Chair:
Jim Avery, University of Oklahoma
1:00
Session 1: Visit to DDB/Chicago
3:00
Session 3: Visit to Mindshare
AAA CONFERENCE BEGINS
4:00-6:30
Conference Registration
6:30-7:30
Opening Reception
Sponsored by
FRIDAY, March 27
7:30 AM
First Timers’ and Mentors’ Breakfast
8:30 AM
Publications Committee Meeting
8:30-10:00
Session 1.1:
Risk and Health
Consumers’ Perceptions of Electronic Cigarettes: Implications
for Advertising, Promotion and Public Health
Marla Royne Stafford, University of Memphis
Erin Willis, University of Memphis
Marian Levy, University of Memphis
How Consumers Process Risk-avoidance Appeals in Food
Advertising: Moderating Roles of Food Healthiness and Dieting
Status on the Prediction Model of Self- and Functional Congruity
Hojoon Choi, University of Houston
Leonard N. Reid, University of Georgia
Direct-to-consumer Prescription Drug Advertising as a Twosided Message: Examining Response to Risk Information
Disclosure from Consumers’ Perspective
Jennifer G. Ball, University of Minnesota
The Effects of Risk Disclosure Prominence in Health Advertising:
The Mediating Role of Subjective Ease with Locating Risk
Disclosure on Memory, Risk Perception, and Health Information
Seeking
Ilwoo Ju, Saint Louis University
Moderator: Wonsun Shin, Nanyang Technological University
Session 1.2:
Advertising and Society
Consumer-To-Consumer Signaling Within the Informal
Economy: A Content Analysis of Online Garage Sale Ads
Lisa Haayen, Southern Methodist University
Mallorie Rodak, Southern Methodist University
Alice Kendrick, Southern Methodist University
The Role of Advertising in the Evolution of Thanksgiving
Samantha N. Cross, Iowa State University
Mary C. Gilly, University of California – Irvine
Robert Harrison, Western Michigan University
Social Exclusion and Minority Consumers’ Political Consumption
Wanhsiu Sunny Tsai, University of Miami
Xiaoqi Han, Western Connecticut State University
Reaching Goals and Doing Good: Exploring Consumer
Responses to Meaningful Advertising
Linwan Wu, University of Florida
Naa Amponsah Dodoo, University of Florida
Moderator: Herb Rotfeld, Auburn University
Session 1.3:
Lessons from George: The Dangers of Not
Replicating
Chair: Don Schultz, Northwestern University
Panelists:
Martin Eisend, European University Viadrina
Ian Lings, Queensland University of Technology
Philip J. Kitchen, ESC Rennes School of Business
Gayle Kerr, Queensland University of Technology
Session 1.4:
Creative [Thinking] Skills of Tomorrow
Co-Chairs:
Thomas Vogel, Emerson College
Jorge Villegas, University of Illinois at Springfield
Panelists:
Amanda Callahan, Havas Worldwide
Glenn Griffin, University of Alabama
Chris Jansma, DigitasLBi
Kim Sheehan, University of Oregon
10:00-10:30
10:30-12:00
Coffee Break
Session 1.5:
ThinkubAAAtor
Co-Chairs:
Sheila Sasser, Eastern Michigan University
Gayle Kerr, Queensland University of Technology
Panelists:
Sara Rosengren, Stockholm School of Economics, Center for
Retailing
Erik Modig, Stockholm School of Economics, Center for
Consumer Marketing
Jens Welin, Starcom USA
Janet Tyler, Airfoil Marketing & PR for Innovative Companies
Andrew Stimpson, Harpo Studios, Own Network
Session 1.6:
Social Media
Paid, Owned, Earned Advertising Avoidance on Facebook
Seunghyun Kim, University of Oklahoma
Doyle Yoon, University of Oklahoma
Hongsik Cheon, Frostburg State University
Timeline vs. News Feed: The Influence of Facebook Pages and
Message Types on Ad Effectiveness
Dong Hoo Kim, The University of North Carolina - Chapel Hill
Yoon Hi Sung, University of Texas
Dongwon Choi, University of Georgia
Soyoung Lee, University of Texas
The Self- and Social Motivation to Interact with a Brand on
Facebook
Taemin Kim, University of Minnesota
Okhyun Kim, University of Minnesota
Fan Identification and Brand Preferences on Social Media Sites:
Effects of BIRGing and CORFing on Sport Fans’ Evaluations of
Endorsed Brands
Joe Phua, University of Georgia
Po-Lin Pan, Arkansas State University
Kuan-Ju Chen, University of Georgia
Moderator: Jhih-Syuan (Elaine) Lin, University of Georgia
Session 1.7:
Engagement and Viral Marketing
Viral Marketing: Optimizing the Ripple Effect of Spreading
Promotions
Anik St. Onge, Universite du Quebec Montreal
Sylvain Senecal, HEC Montreal
Marc Fredette, HEC Montreal
Why Do People Spread Adverting Message Spreading in Social
Media
Hyunsang Son, University of Texas at Austin
Like it or Not: The Fortune 500’s Facebook Strategies to
Generate Engagement from Users
Jiangmeng Liu, University of Miami
Cong Li, University of Miami
Yi Ji, University of Miami
Michael North, University of Miami
Fan Yang, University of Miami
Spokes Characters as Twitter Marketing Tools
Lance Kinney, University of Alabama
Jennifer M. Ireland, University of Alabama
Moderator: Jun Heo, Louisiana State University
Session 1.8:
#HIRED -- Are You Teaching Your Students
What They Need To Get A Job, An Open
Panel with Industry Recruiters
Co-Chairs:
Margaret Murphy, Columbia College Chicago
Laurence Minsky, Columbia College Chicago
Panelists:
12:00-1:30
Luncheon
Keynote Speaker: Antonio Neves
1:30-3:00
Session 1.9:
Bridging the Gap between Industry and
Academia
Thinking Pink? Consumer Reactions to Pink Ribbons and Breast
Cancer Awareness Messages in Advertising
Kim Sheehan, University of Oregon
Kati Berg, Marquette University
Case Study on the First-time Use of a Webinar by a Small
Marketing Firm
Lauren Harrison
Ruth Brown, University of Nebraska - Lincoln
Shaping Creative Values: Communication Strategies for Actively
Influencing the Creative Code in Advertising Agencies
Kasey Windels, Louisiana State University
Mark Stuhlfaut, University of Kentucky
Moderator: Joe Phelps, University of Alabama
Session 1.10: (New) Approaches to Measuring Advertising
Effectiveness
Redefining Neuromarketing
Martin P. Block, Northwestern University
Don E. Schultz, Northwestern University
Hans Breiter, Northwestern University
Anne Blood, Harvard University
Bobby Calder, Northwestern University
Laura Chamberlain, Aston University
Nick Lee, Aston University
Sherri Livengood, Northwestern University
Frank Mulhern, Northwestern University
Kalyan Raman, Northwestern University
Daniel Stern, Northwestern University
Vijay Viswanathan, Northwestern University
Fengqing Zhang, Drexel University
Utilizing Consumer Neuroscience to Diagnose Advertising
Effectiveness
Terry Daugherty, The University of Akron
Ernest Hoffman, University of Akron
Kathleen Kennedy, University of Akron
Megan Nolan, University of Akron
Frederico de Gregorio, University of Akron
Comparison of the Message Strategy between Business-toBusiness and Business-to-Consumer Companies: Sentiment
Analysis of the Corporate Messages on Facebook
Taemin Kim, University of Minnesota
Yunhwan Kim, Hankuk University of Foreign Studies
Attention-grabbing Advertising: Investigating the Role of
Location and Visual Salience in Outdoor Advertising
Rick T. Wilson, Texas State University
Jeff Casper, Traffic Audit Bureau of Media Measurement Inc.
Moderator: Hairong Li, Michigan State University
Session 1.11: Games or No? (Comparing Effectiveness
Across Communication Tactics)
Can Advergames Be Fun and Persuasive in the HighInvolvement, Informational Advertising Context? A Comparison
of Advergames, Print Ads, and Brand Websites for Prescription
Drugs
Jisu Huh, University of Minnesota
Jennifer Lueck, University of Minnesota
Yoshikazu Suzuki-Lambrecht, Campbell Mithun
Michelle Gross, Ackmann & Dickenson Inc.
Effects of Prominent Advertising in Mobile Games on Cognitive,
Affective and Behavioral Outcomes: The Moderating Role of
Persuasion Knowledge
Soojung Kim, University of Minnesota
Joonghwa Lee, Middle Tennessee State University
Yoori Hwang, Myongji University
Se-Hoon Jeong, Korea University
Which Way to Go?: The Relative Effectiveness of Branded
Advergames, Banner Ads, and Pre-Roll Ads on Brand Recall in
Video Games
Frank E. Dardis, Penn State University
Mike Schmierbach, Penn State University
Brett Sherrick, Penn State University
Frank Waddell, Penn State University
Jose Aviles, Penn State University
Creative Aspects of Multichannel Advertising Campaigns - A
Content Analysis Study of the Use of Message Appeals in
Advertising Campaigns in Traditional and New Media
Osnat Roth-Cohen, Ariel University
Dorit Zimand-Sheiner, Ariel University
Moderator: Nate Evans, University of Georgia
Session 1.12: The Role of Technology in Advertising
Education and Practice
Chair: Harsha Gangadharbatla, University of Colorado Boulder
Panelists:
Glenn Griffin, University of Alabama
Laura Bright, Texas Christian University
Trina Arnett, Trinalytics
Harish Valsan, Leo Burnett
Eric Schwieger, Leo Burnett
3:00-3:30
Coffee Break
3:30-5:00
Session 1.13: Green Advertising/Environmental Product
Marketing
The “Just-Right Feeling” and Conservation Behaviors: The Role
of Regulatory Focus, Self-Construal and Involvement
Sun-Young Park, Rowan University
Doori Song, Youngstown State University
Motivating Environmentally Friendly Behaviors: The Role of
Perceived Consumer Effectiveness Appeals in Public Service
Announcements
Soo-Kyong Kim, Michigan State University
Nora J. Rifon, Michigan State University
Exploring Hispanics’ Green Consumption: Applying The
Cognitive-Affect-Behavior Model
Sigal Segev, Florida International University
Yu Liu, Florida International University
Maria Elena Villar, Florida International University
The Effects of Temporal Distance on Consumer Responses in
Relation to Green Advertising: Focusing on Skepticism as a
Moderator
Jinhee Lee, University of Tennessee
Jieun Lim, Chung-Ang University
Moderator: Sid Muralidharan, Southern Methodist University
Session 1.14: Analysis of Ad Agencies, Ad Professionals &
Ad Research
As Seen on TV: How The Pitch Depicts the Advertising Creative
Process
Erin Schauster, Bradley University
Patrick Ferrucci, Bradley University
Kristin Sharkey, Bradley University
How Practitioners at Hispanic-Oriented Agencies Develop
Messages that Resonate
Silvia Medrano, Louisiana State University
Kasey Windels, Louisiana State University
Expert or Servant? Understanding how Account Managers
Interpret Client Interaction Styles
Sarah Turnbull, University of Portsmouth
Thirty Years of Advertising Research in Leading Communication
And Marketing Journals: Learning From the Parent Disciplines
Kyongseok Kim, Towson University
Jameson Hayes, University of South Florida
J. Adam Avant, University of Georgia
Moderator: Jami Fullerton, Oklahoma State University
Session 1.15: How is Spirituality, Beyond Religion,
Integrated in Advertising?
Chair: Galit Marmor-Lavie, University of Texas
Panelists:
Patricia Stout, University of Texas
Kate Bednarski, 5 Stepping Stones
Shannon Smiley, Energy BBDO
Session 1.16: Preparing Women and Minorities for
Success and Leadership in Creative
Chairs: Jean Grow, Marquette University
Karen Mallia, University of South Carolina
Panelists:
Sheri Broyles, University of North Texas
McGhee Osse Williams, Burrell Communications Group
Laurence Klinger, Lapiz
Jeanie Caggiano, Leo Burnett
Karen Mallia, University of South Carolina
5:15-6:15
AAA Members’ Meeting
6:30-8:30
Reception/Buffet
SATURDAY, March 28
8:30-10:00
Session 2.1: Construal and Message Framing Effects
“Where I Come From” Decides “How I Construe My Future”: The
Fit Effect of Culture, Temporal Distance and Construal Level
Dong Hoo Kim, University of North Carolina
Yongjun Sung, Korea University
“What Am I to You?”: The Interplay of Perceived Brand Role and
Regulatory Focused Message on Advertising Persuasion,
Dongwon Choi, University of Georgia
Vincent Cicchirillo, University of Texas at Austin
Being the Same or Being Unique: The Interplay of Regulatory
Focus and Informational Cues in Advertising
Doori Song, Youngstown State University
Is it Good for Me or Good for Somebody Else? A Test of the
Effect of Message Framing and Self-referencing on Message
Engagement, Attitude toward the Ad and Behavioral Intention
John G. Wirtz, University of Illinois
Thais Menezes Zimbres, University of Illinois
Moderator: Sukki Yoon, Bryant University
Session 2.2: Gender Matters
The Role of Female Sexual-Self Schema in Reactions to NonExplicit Sexual Advertising Imagery
James M. Mayer, Indiana University
Plamen P. Peev, Towson University
Unpacking “Gay Vague” Advertising: The Case of Lesbian Chic
Abigail Nappier, University of Wisconsin
Robert Harrison, Western Michigan University
Ann Veeck, Western Michigan University
Applying The Risk Information Seeking And Processing Model to
the Risk of Sexual Aggression Among Females Aged 18-25:
Advertising Implications
Gregory Calhoun, Marquette University
James Pokrywczynski, Marquette University
Robert Griffin, Marquette University
A Retrospective Examination of Female Model Portrayals in
Male Youth-Targeted Cigarette Advertising
James M. Mayer, Indiana University
Moderator: Katherine Sredl, Loyola University Chicago
Session 2.3: Storytelling: Creating Immersive Worlds
Chair: Sabrina Habib, University of Texas at Arlington
Panelists:
Darren McColl, SapientNitro
Jeff Williams, University of Texas at Arlington
10:00-10:30
Coffee Break
10:30-12:00
Session 2.4:
Sensory Processing: I Hear, I Smell, I See:
How Our Senses Influence Persuasion
Sounds of Green: How Brand Name Sounds Metaphorically
Convey Environmental Friendliness
Pradnya Joshi, Michigan State University
Ann Kronod, Michigan State University
Sniff Sniff, This Ad Smells Better: Olfactory Imagery and
Individual Differences in Sense of Smell
Meng-Hsien Lin, Iowa State University
Samantha N. Cross, Iowa State University
Russell N. Laczniak, Iowa State University
Terry L. Childers, Iowa State University
Tracking Users’ Visual Attention and Responses to Personalized
Advertising Based on Task Cognitive Demand
Hyejin Bang, University of Georgia
Bartosz W. Wojdynski, University of Georgia
The Impact of Augmented Reality on Self-Brand Connections
and Purchase Intentions
Tae Hyun Baek, University of Kentucky
Chan Y. Yoo, University of Kentucky
Sukki Yoon, Bryant University
Moderator: Jacqueline Hitchon, University of Illinois
Session 2.5: Branding, Brand Placement and Memory
Implicit Learning Of Brand Associations Through Brand
Placement
Claudia Mich, Purdue University
“I Think I Just Saw Another Version of It”: An Investigation of
Congruity Effects Between Product Placement and Webpage Ad
As Well As Exposure Timing on Product Recognition
Shili Xiong, University of Illinois
Brittany R.L. Duff, University of Illinois
Jiachen Yao, University of Illinois
In-Game Advertising in Fantasy Games: The Role of Thematic
Congruity
Shana Verberckmoes, University of Antwerp
Karolien Poels, University of Antwerp
Laura Herrewijn, University of Antwerp
I Have Seen that Brand Before! How do Consumers Recognize
Advertised Brands?: Brand Distinctiveness vs. Brand
Differentiation
Il Young Ju, University of Florida
Jong Woo Jun, Dankook University
Moderator: Lu Zheng, University of Florida
Session 2.6:
Mental and Embodied Brand Knowledge and
Implicit and Explicit Processes for
Advertising
Chair: Martin Waiguny, Auckland University of Technology
Panelists:
Patrick Vargas, University of Illinois
Edith Smit, University of Amsterdam
Lisa Vandeberg, University of Amsterdam
Charles Spence, University of Oxford
Euejung Hwang, Auckland University of Technology
12:00
Awards Luncheon
2:00-3:30
Session 2.7:
Motivations for Media, Multi-tasking and
Effects
Multitasking with Second Screen Media. The Persuasive Effects
and Underlying Mechanisms of Multiscreening
Claire M. Segijn, University of Amsterdam
A Motivational Approach to Consumer Engagement in Social
Media
Eunice Kim, University of Florida
Advertising Acceptance in Mobile Social Networks (MSN): A
Conceptual Model
Linwan Wu, University of Florida
The Influence of Game Players' Motivational Traits on Cognitive
Processing of In-Game Advertising
Johnny Sparks, Central Michigan University
Sungwon Chung, Texas Tech University
Moderator: Peter C. Neijens, University of Amsterdam
Session 2.8:
Persuasion
The Moderating Role of Relevance in Ad Repetition
Ann Kronrod, Michigan State University
Joel Huber, Duke University
The Extended Match-Up Hypothesis Model: The Role of SelfReferencing in Celebrity Endorsement Effects
SeungAe Lee, University of Texas
Wonyoung Kim, Wichita State University
Euy-jin Kim, Kookmin University
Jiyoon Karen Han, University of Texas
What Explain Cross-Cultural Differences in Responses to
Comparative Advertising?: Role of Perceived Informativeness,
Perceived Assertiveness, Claim Believability, and Perceived
Considerateness
Soojung Kim, University of Minnesota
Yoori Hwang, Myongji University
Se-Hoon Jeong, Korea University
Measuring Consumers’ Responses To Negative Advertising:
The Tolerance Of Negativity (Ton) Scale
Akshaya Vijayalakshmi, Iowa State University
Russell N. Laczniak, Iowa State University
Darrel Muehling, Washington State University
Session 2.9:
Take a Seat, Grab a Chair, and Learn about
Life as an Administrator
Chair: Steven M. Edwards, Southern Methodist University
Panelists:
Alyse Lancaster, University of Miami
Tom Reichert, University of Georgia
Patricia Stout, University of Texas
Thomas Vogel, Emerson College
Off Site Event
SUNDAY, March 29
8:00-8:30 AM
Morning Coffee
8:30-10:00
Session 3.1:
Product Reviews
Identity Disclosure, Claim Extremity, Product Knowledge, and
Source Credibility in Online Consumer Product Reviews
Ming-Ching Liang, University of Texas
'Individual and Social Factors Related to Social Media Word-ofMouth Product Reviews?’ The Effectiveness of Membership
Self-Esteem on Product Reviews in Social Media
Jiyoon Karen Han, University of Texas
Lee Ann Kahlor, University of Texas
The Effect of Narrative vs. Structured Presentation Formats on
the Evaluation of Product Reviews and Attitudes Toward
Products
Hana Na, Michigan State University
The Credibility of Online Product Reviews: How Much Do
Consumers Trust Them?
Yan Shan, University of South Florida
Karen King, University of Georgia
Moderator: Faye (Fang) Yang, SUNY
Session 3.2:
“Social Good” Advertising
Time Frame and Attribution Process of Cause-Related
Marketing: Moderating Roles of Self-Construal and Product
Involvement
Seounmi Youn, Emerson College
Hyuksoo Kim, Ball State University
Opinion Leadership and Proactive Engagement with Social
Norm Campaigns: A Case Study of the Empty Plate Movement
Ye Wang, University of Missouri-Kansas City
Yang Li, Shanghai University
The Effect of "Pink" in Breast Cancer Advertisements: How
Saliency Deters Intentions from a Protection Motivation Theory
Perspective
Michael Devlin, DePaul University
Sydney Dillard, DePaul University
The Influence Of Mood And Information Processing Strategies
On Recall And Intention To Get a Flu Vaccine
Sela Sar, University of Illinois
George Anghelcev, Pennsylvania State University
John G. Wirtz, University of Illinois
Brittany R.L. Duff, University of Illinois
Moderator: Rebecca Hayes, Illinois State University
Session 3.3:
Motivations for Media Use and Advertising
Effects
How Uses and Gratifications of Smartphone Apps Affect
Attitudes toward In-App Advertising
Kelty Logan, University of Colorado
“My Name Is… and I’m a Binge Viewer”: An Exploratory Study
of Motivations for Binge Watching Behavior
Yoon Hi Sung, University of Texas
Eun Yeon Kang, University of Texas
Wei-Na Lee, University of Texas
Thumbs Down to Facebook? Exploring Social Media Addiction
Among Millennials Using the Consumption Continuum
Framework
Laura Bright, Texas Christian University
Stacy Landreth Grau, Texas Christian University
Susan Bardi Kleiser, Texas Christian University
How Media Factors Influence Trust in Advertising for Baby
Boomers: A Consumer-Media Relationship Model of TV
Kristin Stewart, University of Texas
Mary Dunn, University of Texas
Isabella Cunningham, University of Texas
Moderator: Ruth E. Brown, University of Nebraska-Lincoln
10:15-11:45
Session 3.4:
Branding and Brand Strategy
Brand Association and Alliance on News Media: Exploration of
Brand Association Networks in International Airline Alliances
Ming-Ching Liang, University of Texas
Seokho Lee, University of Texas
Chih-Hao Chen, University of Texas
When a Brand is at Risk: Strategic Brand Management with a
Focus of Core Competency and Self-Disclosure
Haley Heiser, Canisius College
Mark Yi-Cheon Yim, Canisius College
Paul Sauer, Canisius College
Measuring Emotional Responses to Luxury and Premium
Brands
Jooyoung Kim, University of Georgia
Hyejin Bang, University of Georgia
Eun Sook Kwon, University of Georgia
Effects of Repeated Brand Exposure on Memory for Other NonRepeated Brands
Hyun Jin, Queensland University of Technology
Yun-Oh Whang, University of Pittsburgh
Moderator: Michael Hanley, Ball State University
Session 3.5:
Humor and Persuasion
Revisiting the Relationship Between Need for Cognition and
Humor: Evidence From Multiple Manifestations of the Humorous
Experience
James M. Mayer, Indiana University
Humor Effects in Shame-Inducing Health Issue Advertising: The
Moderating Effects of Fear of Negative Evaluation
Hyejin Yoon, Southern Methodist University
Comedic Violence in Advertising: A Test of Gender Commonality
Charles S. Gulas, Wright State University
Kunal Swani, Wright State University
Marc Weinberger, University of Massachusetts
Effective Humor Communication on eWOM for the Serious
College-related Anxiety Issue on Campus
Jiyoon Karen Han, University of Texas
Patricia Stout, University of Texas
Moderator: Glen J. Nowak, University of Georgia
Session 3.6:
Advertising Avoidance
Perceptual and Attitudinal Factors Affecting Consumers’
Avoidance of Location-Based Mobile Advertising (LBMA)
Wonsun Shin, Nanyang Technological University
Tsui-Chuan Trisha Lin, Nanyang Technological University
5-Second Persuasion: The Effect of the Skip Function in PreRoll Advertising
Sang Chon Kim, University of Oklahoma
Doyle Yoon, University of Oklahoma
The Interplay of Ad Choice and Involvement in Response to
Online Video Ad Interruption: A Mediating Role of Psychological
Reactance
Regina Ahn, University of Illinois
Chang-Dae Ham, University of Illinois
Dual Processing Model of Ad Avoidance: Ad Relevance vs.
Salience
Hyejin Bang, University of Georgia
Jooyoung Kim, University of Georgia
Doo Yeon Park, University of Georgia
Moderator: Juliana Fernandes, University of Miami
CONFERENCE ENDS