Marketing Camp Schedule

The Kellogg Marketing Camp is an annual forum for Kellogg marketing faculty, doctoral students, and invited guests to collectively explore new ideas at the frontiers of marketing research. The Marketing Camp invites leading marketing academics representing the spectrum of research in marketing to present their most exciting current research. In addition, the Camp provides multiple opportunities for interaction among the participants with the aims of fostering learning, the generation of novel research ideas, and research collaboration.


Thursday, September 8, 2016

11:30am - 12:30pm

Lunch at the Allen Center
Johnson Wax Dining Room

12:30pm - 12:40pm

Welcome - Barr Forum

12:45pm - 1:45pm

Moran Cerf, Northwestern University
"Talk Title: "Similarity between Multiple Brains and its Predictive Power"

Abstract:  Using a novel method to measure similarity between neural patterns across individuals experiencing content we identify a variety of constructs that can be predicted and used by marketing practitioners to test content, segments individuals and potentially supplement existing marketing tools.


1:50pm - 2:50pm

Sam Hui, University of Houston
Talk Title:  "Understanding the Effectiveness of Peer Educator Outreach on Reducing Sexually Transmitted Infections among Sex Workers Using an Integrated Model"

 

Abstract:  Sexually-transmitted infections (STIs) are major threats to public health worldwide. Because sex workers are of particularly high risk of contracting and transmitting STIs, prevention and prompt treatment of STIs among sex workers is crucial for controlling the spread of STIs among the public at large. Towards that end, many health organizations recruit former sex workers as “peer educators” to reach out to current sex workers. The main goals of peer educator outreach (PEO) programs are to (i) teach sex workers about safe sex, (ii) reduce STIs by giving out free condoms, (iii) educate sex workers about STI symptoms, and (iv) encourage sex workers to visit community clinics frequently for screening and treatment. The effectiveness of PEO programs, however, has not been conclusively demonstrated in empirical studies so far. In particular, it is unclear which specific element(s) of PEO programs are effective.

 We develop an individual-level, integrated model to assess the effectiveness of the PEO program in the Pragati project in Bengaluru, Karnataka, India. Our results suggest that while PEO does not appear to be effective in reducing the primary infection rate of STIs, it facilitates earlier detection and treatment of STIs by encouraging clinic visits and by increasing sex workers’ sensitivity to STI symptoms. Rather surprisingly, giving out free condoms appears to be counterproductive. Further, simulations based on our model suggest that increasing PEO visits by 10% (from the current level) would reduce STI prevalence (as measured by the total number of active STI person-week) by around 4.4%. In addition, it is particularly effective to focus PEO efforts on sex workers who are illiterate. 


2:50pm - 3:20pm

Coffee Break - South Beverage Area

3:20pm - 4:20pm

Ellie Kyung, Dartmouth College
Talk Title:  "When Remembering Disrupts Knowing: Blocking Implicit Price Memory"


Abstract:  Does explicit recall help or hurt memory-based comparisons? It is often assumed that attempting to recall information from memory should facilitate—or at least not disrupt—memory-based comparisons. Using the domain of price comparisons, the authors demonstrate that memory-based price comparisons are less accurate when consumers first attempt to recall the past price versus when they do not try to do so. Attempting—and failing at—explicit price recall focuses attention on metacognitive experience, resulting in a feeling-of-not-knowing, which then blocks the implicit memory that people could otherwise use to make accurate price comparisons. Drawing attention to the metacognitive feeling increases the blocking effect of recall on implicit memory, whereas drawing attention away from the feeling reduces the blocking effect. The results identify a new type of memory blocking—metacognitive memory blocking—in which the feeling-of-not-knowing blocks implicit memory during judgments. They also provide further evidence of dual representations of price memory and demonstrate that most memory-based price comparisons are based on implicit memory and do not entail explicit recall of the reference price.

4:25pm - 5:25pm

Andrew Stephen, University of Oxford
Talk Title:  "Is It What You Say or How You Say It? How Content Characteristics Affect Consumer Engagement with Brands on Facebook"

Abstract: The popularity of social media has led to many brands using platforms such as Facebook for marketing communications, typically whereby brands post content (text, images, and/or videos) on their social media pages for their consumer “fans” to see and, hopefully, engage with. Despite the widespread use of social media marketing, relatively little is known about how various characteristics of branded social media content affect different types of consumer engagement (e.g., liking, commenting, sharing) with brands on social media. The authors analyze 4,284 Facebook posts made by nine brands during an 18-month period. A theory-based typology of content characteristics covering aspects of what brands say and how they say it is developed and these are linked to different types of consumer engagement with brands’ posts. Various drivers of engagement are found, with the most important being those associated with persuasion. However, contrary to traditional marketing communications, the presence of persuasion-related content characteristics in brands’ posts tend to lower consumer engagement. This research sheds light on how consumers process and interact with branded content in social media, and has implications for how marketers should design content to maximize consumer engagement with their brands.


Friday, September 9, 2016

8:00am - 9:00am

Coffee and Continental Breakfast at the Allen Center  - South Beverage Area

9:00am - 10:00am

Avi Goldfarb, University of Toronto
Talk Title:  "Exit, Tweets, and Loyalty"

Abstract:  At the heart of economics is the belief that markets discipline firms for poor performance. However, while consumers may withdraw demand from a firm when quality falls, in his famous book Exit, Voice, and Loyalty, Hirschman highlights an alternative mechanism that has received considerably less attention: voice. Hirschman argues that, rather than withdrawing demand from a firm, consumers may choose to communicate their dissatisfaction to the firm. In this paper, we develop a formal model of voice as the equilibrium of a relational contract between firms and consumers. Our model predicts that voice is more likely to emerge in concentrated markets, thus resolving a key source of ambiguity in Hirschman’s original formulation. Empirically, we estimate the relationship between quality, voice and market structure. Combining data on tweets about major U.S. airlines with data on airlines’ daily on-time performance and market structure, we document that the quantity of tweets increases in response to a deterioration in on-time performance and that this relationship is stronger when an airline has a greater share of flights in a given market. Airlines are more likely to respond to tweets in these markets. Our findings indicate that voice is an important mechanism that consumers use to respond to quality deterioration and that its use varies with opportunities for exit.



10:00am - 11:00am

Anne-Sophie Chaxel, Virginia Tech
Talk Title:  "Why Positive Affect Drives Confirmatory Information Processing: A Process Explanation"

Abstract: The present research focuses on predecisional information distortion, which is the evaluation of information to support an emerging product preference – or confirmatory information processing. In two decades of work on distortion, researchers have not only observed the circumstances in which a bias would appear but have also begun to investigate some of its potential drivers. However, scant research has examined the impact of affective factors on information distortion. One notable exception is Meloy (2000), who demonstrated that positive affect increases distortion. This result is isolated in the literature, as most recent research has shown that positive affect improves decision making. The question addressed in the present research is: why may positive affect increase confirmatory information processing? The contribution is to propose one detailed cognitive process by which positive affect drives distortion. Five studies confirm the validity of the proposed process.

11:00am - 11:20am

Coffee Break - South Beverage Area

11:20am - 12:20pm

Aparna Labroo, Northwestern University
Talk Title:  "Social Darwinism: Do We Lack Empathy for the Poor and Weak?"

     (in collaboration with Voni Pamphile, Rachael Ruttan, and Broderick Turner)

The data of four studies show that empathizing with a victim reduces charitable giving when the victim is poor or weak but increases it when the victim is well off or resilient. Three additional studies show that one consequence is that for such victims, including refugees, highlighting the individual rather than a statistic in a charity appeal can reduce giving and increase victim dehumanization. Building on recent research showing that giving is driven by two components - obligation versus liking - we suggest that empathy is for those we like and whose shoes we can walk in and to increase helping for those whose shoes we may never walk in or wish to, it may be best to not evoke empathy.

12:20pm - 12:35pm

Concluding Remarks

12:35pm - 2:00pm

Lunch at the Allen Center (During lunch PhD students and guest speakers will have assigned seating at lunch tables to provide the students a chance to interact with the guest speakers).
Park Dining Room


* All talks will be held in Barr Forum unless noted otherwise.





 

Marketing Camp 2014