2017 MPPC Poster Session Roundup

Zach Brooke
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​Hi​ghlights from thhe poster session at the 2017 AMA Marketing and Public Policy Conference

June  8, 2017

The second night of the 2017 AMA Marketing and Public Policy Conference ending with cocktails and a poster exhibition. Here's a selection of some of the research that was on display in the ballroom of the Marriott at Metro Center in Washington D.C.

The Use of Social Media in the 2016 Presidential Election

Roland Gau, University of Texas at El Paso

"The tweets from the election, we took these tweets that were posted by Hillary, by Bernie, by Trump. What we’re doing is we’re looking at the ones that were retweeted the most often. The idea is that they are the tweets that resonated [best] with their voter base. What we see here is that Bernie Sanders supporters, they loved this idea of having unity and togetherness, as well as wanting change and revolution. So we dubbed Bernie this gentle revolutionary. Hillary, through the main election, responded to this notion of history and perhaps a coronation. You see she’s trying to connect herself as the next president, connect herself back to Bill Clinton. The was even before the election happened, it was almost like she established her legacy. In contrast, Donald Trump, his most retweeted tweets were all about how untrustworthy or crooked Hillary was. Of the top 10 most retweeted Donald Trump tweets, eight of them featured Hillary in a very negative light. The idea is we’re talking about social identity. Trump was obsessed with creating this 'us vs. them.' The argument that we’re going to make is it’s a very psychologically close jump between his supporters and Trump. In contrast, you might argue that the people that Hillary really needed are more psychologically distant. Especially in you’re going to build together this coalition of African-American individuals, of Hispanics, of the LGBT community, who when they just look at Hillary, they have to have a bigger leap to connect. You can’t just look at her and say, “Oh, she’s one of us,” The idea is that the psychological distance either interacts to facilitate or to hinder the creation of social identity." - Roland Gau


Am I Sure About This? A Study of Consumers’ Confidence in their Knowledge of Organic Foods

Julie Stanton, Penn State University

Laurel A. Cook. West Virginia University

"My coauthor and I looked at organic food and its market for quite a while, and what is evident is most people don’t know what it is. But the way that people make choices is still guided by the knowledge that they have. We thought it would interesting to contrast both high-knowledge and low-knowledge types with, whether they have confidence in that. It’s a knowledge calibration study. The general idea is if people think they know, but they don’t really, they have high confidence but low knowledge, they're probably not making very good decisions. There are people who already know they don’t know anything, and if they’re just complacent about that are not participating in the market. As marketers, we want them. People know actually know something, but they don’t think they do because there is so much information out there that is confusing, they’re not really effectively participating. And there is this little slice that we already know they know what they’re talking about. So our goal is how to get these other three types into their quadrant." – Julie Stanton


Paradox of Mental Illness Stigma and Health Care Access

Teresa Preston and Lenita Davis, University of Arkansas at Little Rock

"We have an interest in how marketing can help the mentally ill gain access to all markets. But the first order of business is to improve access to health care and adequate treatment, because without treatment, those inflicted remain unhealthy and face barriers to employment, housing, and other markets. So, we examine how consumers with mental illnesses are currently portrayed in society and how those characterizations align with the extant literature on stigmas of mental illnesses. This research helps us to identify the stereotypes leading to stigma that must be overcome through marketing, public policies, and social policies.- Teresa Preston

A Public Policy Perspective: Who is Willing to Use the Financial Planner? The Financially Vulnerable Consumer vs. Financially Stable Consumer 

Heejung Park, University of Wyoming

"We have a lot of financial low-level consumers in America. However, many of the people assume financial low-level consumers are willing to visit financial planners or service or something like that. My research question is are they really going to financial planners? We need to think about how we can make the financial low-level consumer willing to visit the service or financial counselor."

- Heejung Park

Impact of Ambivalence About E-Cigarette Use and Advertising Skepticism on E-Cigarette Benefit and Harm Perceptions

Anuja Majmundar, University of Southern California

Iana Castro, San Diego State University

Erlinde Cornelis, San Diego State University

Meghan B. Moran, Johns Hopkins University 

"My research captures a current issue in e-cigarette communications. A lot of people are confused about how harmful or beneficial e-cigarettes are. We decided to look at the associations of ambivalence and skepticism on e-cigarette harm and benefit perceptions. What we found is that the higher the ambivalence among test subjects, the higher the benefit perceptions. So ambivalence is technically a risk factor. The higher the skepticism, the lower the benefit perceptions and the higher the harm perceptions. So skepticism acts as a protective factor. And when ambivalence and skepticism work together, they override the effects of all message conditions. This came across in two experimental studies that we did." - Anuja Majmundar


Does Materialism Make You Miserable? The Effects of Income and Luxury Consumption on Subjective Well-Being

Jeff Langenderfer, Bani Taunque and Richa Kulkarni, Meredith College

"I had a student who was a fashion student and she had some concerns that her promotion of high-end fashion and luxury consumption was actually unhealthy for the people she was promoting it to. That maybe this was a net societal negative. And that she felt guilty about that. So we’ve decided the investigate the relationship between participation and luxury markets generally, and people’s happiness. What we found was that there’s some evidence that advertising makes you more materialistic. In fact, there’s pretty good evidence. It turns out that if you’re more materialistic, you tend to be less happy, unless you have a lot of money. What we found is that poor people who are materialistic are miserable individuals. But rich people who materialistic, not so much. We didn’t have enough power to be able to find that they were happier, but there was certainly no negative effect for the wealthiest people in our sample." - Jeff Langenderfer


Risk Graphics and Risk Perceptions: Consider Childhood Vaccines

James Leonhardt, University of Nevada

Robin Keller, UC Irvine

R. Bret Leary, University of Nevada, Reno

"Within most decision-making contexts, risk perceptions, you have a single side effect for a lot of things that you’re looking at. But in the case of the risk graphics and risk perceptions considering child vaccines, when you’re considering a decision like whether or not to vaccinate your child, then there’s multiple side effects. A few that are typical are fever, appetite, vomiting. So you have multiple potential side effects that you have considered. What my colleague Jim Leonhardt has looked at is the presentation of the information and whether or not actually providing a numerical versus graphical presentation of the information has an effect on intention and risk perceptions and things of that nature. What they find is as risk perception decreases, intent to vaccinate increases. A lot of that depends upon of the presentation of the information." - R. Bret Leary

Consumer Stewardship: The Construct, Potential Applications, and Proposed Measurement

William Montford, Jacksonville University

Aditya Singh, Oklahoma State University

Richard J. Vann, Penn State Behrend

R. Bret Leary, University of Nevada 


"What we’re looking at is figuring out why people engage in different sustainability, financial decision making, health care decision-making behaviors, particularly as it relates to stewardship – the idea that we have a limited about of resources and we’re trying to take care of others over a longer period of time. So really it’s trying to take this notion and blow it out of consumer stewardship orientation, come up with basically a measure of that to be able to see what are the antecedents of these stewardship-type behaviors. Hopefully, we’ll be able to better predict and understand why people engage in these long-term oriented behaviors that are oriented for the welfare of others." - Richard J. Vann

For Whom are Cause Marketing Campaigns Effective in Building a Reputation for Corporate Social Responsibility

Meike Eilert and Regina Frey, University of Nebraska-Lincoln

"In our project, we’re looking at whether cost-related marketing campaigns can actually help build a reputation for a company, specifically their reputation for being a socially responsible organization. We’re using a field experiment to get to that. We’re having data from customers of a European retail chain, and we measure if their company has a CSR reputation before one of these campaigns and after. And so we see whether or not there’s an increase or not. Interestingly, we don’t find that increase. There’s a difference in variations, so consumers become more consistent with what they think of the company, but we only find an increase for some customers – those that tend to be less attached to brand, and trust the brand less in the beginning. On the other hand, if they think the company is fair in terms of their pricing strategy, the company does seem a boost in their CSR reputation. The interesting part is basically we see it helps for some customers, so it can help with targeting specific customers. But companies still need to understand a little bit better how they can build relationships with these type of activities." - Meike Eilert

Speak My Language: Advocating for Mixed Methods Designs in Public Policy and Marketing Research

Abigail J. Nappier Cherup, University of Nebraska-Lincoln

"This was a project that came out of a class I took on mix methods research. I decided to look at the Journal of Public Policy and Marketing. I did a keyword search and I looked for all articles that were mix methods. Or I combined qualitative with quantitative or survey with interview or survey with analysis, and combination I could come with. I found nine studies that met the criteria. So I applied to terminology and conventions of the mix methods community to the marketing studies that I found to infer the different features that they have. If they are exploratory, they start out with a qualitative phase and then they have quantitative and then they integrate the findings. If they are explanatory, they start out with the quantitative and then move to qualitative. And if they’re convergent then both forms kind of stand alone, but they still integrate the findings. It’s sort of a form of triangulation. My main purpose for doing this is that within public policy and marketing we’re trying to talk to different audiences. We’re trying to talk to consumers, policymakers, marketers, academics. We need to use different types of data and different types of study to do that. Some people respond well to an emotional story about a consumer experience. Other people respond well to statistical analyses. If you have a single project that brings those together, you get more of an idea of the phenomenon and meaning behind it. I’m arguing that we should use more mix method studies in marketing and public policy research." - Abigail J. Nappier Cherup


The Impact of Psychological Cultural Factors on Posthumous Organ Donation Intentions

Isreal Kpekpena, Yemisi Awotoye and Michael Callow, Morgan State University 

"I’m originally from Ghana. I came to the United Sates. I wanted to get a driver’s license. I go to the DMV and I was asked, do you want to be an organ donor. I was like, ‘Oh, this is not a question asked in Ghana.’ Then, I tried to look at why in the United States people would be interested in signing up to donate their organs after their dead, and why in Ghana people may not be interested. In the process, I signed up to be a donor, but then why is the United States, which is considered to be an individualist country, people would be interested in helping others with their organs after they are dead, and not so in Ghana. That set up the research, and I got to know that actually there are findings that show in collectivist countries people are less reluctant to sign up. So I used the theory of planned behavior, tried to look at the individual interest and the group interest, which is presented by the subjective norms. Interest, my data shows that attitude among the individualists shows that subjective norms are not significant at predicting organ donation. But among the collectivist, subjective norms is significant. What it means is that when you look at the descriptions, an attitude that is positive, but one subjective norm is negative, it tends to diminish the effect of intention, which is negative here. That means that in directing public policy toward organ donation, we have to be looking at the group interest. The target should be the group and not just the individual." - Isreal Kpekpena


Mods Users' Expectations and Experiences: An Analysis and Policy Implications

Janet Hoek and Shelagh Ferguson, University of Otago

"The topic that I’m looking it is mods users, so that's users of third-generation of electronic cigarettes. We were interested in adding a new dimension to the traditional health perspective, which looks at vaping very much as potential risk behavior, whereas we want to try to cover some of the ritualistic components which add particular value to users of these devices." - Janet Hoek

Intersectional Identities and Social Roles of Sustainable Consumers: The Mediating Role of Social Integration

Matthew Lunde, University of Wyoming, Laramie

"My background is in architecture, so I was looking at the tiny house movement, which is consumers who downsize about 75% of their possessions. So this poster session is looking at how their social roles and identities changed based on their downsizing, and what then happens with their sustainable behaviors in the marketplace. What I ended up finding is that their identities change at the self-level, at the producer level, at the consumer level and at the societal level, and that’s affecting their policy changes based on the downsizing process and living in these smaller houses." - Matthew Lund

How Technology Can Influence Customers' Experiences and Consumption: A Study on Robots

Martin Mende, Maura L. Scott and Ilana Shanks, Florida State University

Jenny van Doorn, University of Groningen

Dhruv Grewal, Babson College

"This research looks at how advanced technology, such as service robots, influences consumers' experiences and consumption in a service setting." - Ilana Shanks


Debiasing Default Effects With Accountability

Ruth Pogacar and Frank Kardes, University of Cincinnati 

Mary Steffel, Northeastern University

"I’m interested in helping people make choices that are more in lined with their own preferences and less influenced by things like, in this case, the choice architecture, which could influence people’s decisions in a way that they may not be aware of. Finally, accountability might help attenuate the default effect, however, it does not seem to help make overall better financial decisions in terms of investing in higher yield stock, and ironically it increases people’s confidence that they made better decisions when in fact they might not have." -  Ruth Pogacar


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Zach Brooke
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