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2019 AMA Winter Academic: Poster Presentation Highlights

2019 AMA Winter Academic: Poster Presentation Highlights

Monica Gerhardt

Aberdeen Leila Borders, Kennesaw State University

By studying the intersection between WOM and consumer brand experiences, our research makes several novel theoretical implications. We find that consumers who are exposed to positive WOM about brands are more satisfied than their counterparts, but they are also more willing to spread positive WOM about brands as well.

Michael Moorhouse, Western University

We identify that inflated feelings of financial well-being can negatively affect indebted individuals’ commitment and progression in a debt reduction course. Our research has implications for financial educators helping people to reduce consumer debt and contributes to our understanding of the psychological factors underlying debt accumulation.

Nadia Danienta, University of Illinois at Urbana-Champaign

This research aims to reconcile previous findings by examining the distinction between material and experiential purchases when it comes to algorithm recommendations. We find that consumers perceive recommendations from AI more positively for experiential purchases than for material purchases.

Rasleen K Kukreja, State University of New York

In recent years, blockchain, the technology underlying the conceptualization, design, and execution of prominent cryptocurrencies such as Bitcoin, Litecoin, Ethereum, and Ripple has generated considerable interest among marketers. However, how this technology will exactly alter the structure and conduct of buyer seller relationships has not yet been investigated. Marketers can benefit by a careful consideration of blockchain approaches and meld it with conventional relationship management approaches.

Sara Williamson, SUNY Old Westbury

Controlling for portion size, participants consumed more indulgent (vs. healthy) food when it was labelled as sharing-size (vs. no label) and this effect is driven by perceptions of human presence and external attributions of blame for consumption.

Monica Gerhardt is Director of the Academic Communities and Journals at AMA where she delivers community-driven events, supports volunteer leaders and Special Interest Groups, and continues to foster a “sense of home” for fellowship and camaraderie among marketing academics.