A DVERTISING AND CONSUMER PSYCHOLOGY CONFERENCE 2012
THE ASIAN CONSUMER
ACP 2012 in Singapore: The Asian Consumer
Asian consumers, in particular Asia’s emerging middle class, will be the growth engine of the world economy in the 21st century. Thus, it is paramount for businesses and consumer psychologists to understand Asian consumers’ attitudes, preferences, and behaviors. However, at this point, our knowledge of Asian consumer psychology is at best sketchy. We are honored to be given the opportunity to host the ACP 2012 conference under the umbrella of the Society for Consumer Psychology (SCP). This first SCP conference to be held in Asia will be supported by ACI–the new Institute on Asian Consumer Insight, hosted by Nanyang Technological University in Singapore. Specific goals of the conference include: •
Facilitate the exchange of ideas on cross-cultural issues (comparing consumer behavior from the “East” and “West”);
•
Stimulate detailed research on Asian consumers to assess similarities and differences among Asian consumers (e.g., Chinese, Indians, Japanese, Koreans, South-East Asians, and others);
•
Include the Asian research community more broadly into ACP and SCP.
Besides plenary sessions for researchers to present and discuss the latest academic research findings, ACP 2012 features a roundtable of consumer-insight practitioners to share their experience and perspectives on the application of cross-cultural research and consumer insights to Asian consumers. Other conference highlights include a tour of the state-of-the-art psychophysiology labs at NTU, as well as a number of optional consumer-experience tours on the final day of the conference to foster Asian-consumer immersion. These optional tours include a retail tour to diverse shopping destinations in Singapore (Orchard Road, the Shoppes at Marina Bay Sands, and Mustafa Center), a history-and-culture tour to the main cultural sites in Singapore (Chinese temples and the Chinese Heritage Center in Chinatown, Little India, and Malay artifacts in Kampong Glam), and a wellness-and-lifestyle tour of health products and services (traditional Chinese medicine, reflexology, and ayuverda). Enjoy!
Sincerely, Bernd Schmitt, Nanyang Visiting Professor, NTU, and Executive Director, ACI Leonard Lee, Associate Professor, Columbia Business School
Overview of Conference Program Time 5.45pm 6:00pm-8:30pm 8:30pm Time 8.00am-8.30am 8.30am-8.45am 8.45am-9.15am 9.15am-10.15am
December 19, 2012 (Wednesday) Hotel Fort Canning, 11 Canning Walk, Singapore 178881 Bus leaving Marriott Singapore to Hotel Fort Canning *Meet at Marriott Concierge at 5.30pm Pre-Conference Reception & Registration Hotel Fort Canning Bumboat Ride along Singapore River December 20, 2012 (Thursday) Marriott Hotel Singapore, 320 Orchard Road, Singapore 238865
Registration & Light Breakfast at Ballroom 3, Marriott Singapore Introduction: Conference Chairs Professor Bernd Schmitt & Professor Leonard Lee at Ballroom 3, Marriott Singapore SCP President’s Keynote: Professor Michel Pham at Ballroom 3, Marriott Singapore Session 2 Session 1 The Senses in Consumer Psychology Consumer Behavior in North Asia: Japan & Korea Legacy Suite, Level 2 Belimbing Room, Level 2 10.15am-10.45am Tea Break 10.45am-11.45am Session 3 Session 4 Asian Cultural Factors : Superstitions & Counterfeits Consumer Brand Perception Belimbing Room, Level 2 Legacy Suite, Level 2 11.45am-12.00pm Coffee Break Session 6 12.00pm-1.00pm Session 5 The Self in Consumption Motivations, Emotions, Risk & Impulse among Asians Legacy Suite, Level 2 Belimbing Room, Level 2 1.00pm-2.00pm Lunch at Ballroom 3, Marriott Singapore 2.00pm-3.00pm Transfer to Nanyang Technological University *Meet at Marriott Concierge Nanyang Business School 50 Nanyang Ave, S3 3.00pm-4.00pm Lab Tour
4.00pm-5.00pm
5.00pm-6.00pm 6.00pm-7.00pm 7.00pm-7.30pm 7.30pm-8.30pm
8.30pm Time 8.00am-8.30am 8.30am-9.00am 9.00am-10.00am
Session 7 Consumer Behavior in Chinese Culture Nanyang Business School Block S3 Level B3B-41 Transfer back to Marriot Singapore Leisure Bus from Marriott Singapore to The Sail (Marina Boulevard) *Meet at Marriott Concierge Evening Reception at The Sail + Wonder Full Laser Show The Sail 6 Marina Boulevard Tower 1, Level 44 Dinner at Food Market Lau Pa Sat
Session 8 Social Identity Nanyang Business School Block S3 Level B3B-42
December 21, 2012 (Friday) Marriott Singapore, 320 Orchard Road, Singapore 238865
Light Breakfast Academic Keynote: Professor Angela Lee Session 10 Session 9 Judgment and Decision Making Contemporary Asian Consumer Issues Lengkuas Room Belimbing Room, Level 2 10.00am-10.45am Tea Break Yoga Session: Ballroom 3 at Marriott Singapore 10.45am-11.45am Session 11 Session 12 Consumer Psychology & Marketing Mix in Asia Goals and Affect Belimbing Room, Level 2 Lengkuas Room 11.45am-12.30pm Industry Roundtable: Applications of Consumer Insights at Ballroom 3 12.30pm-1.30pm Lunch at the Marriott Café 1.30pm-5.00pm Optional Tours: *Meet at Marriott Concierge • Retail Tour • History and Culture Tour • Wellness and Lifestyle Tour 7.00pm Night Safari (Optional) End of Conference
Sessions
20th December 2012 (Thursday): 9.15am to 10.15am Session 1: Consumer Behavior in North Asia: Japan & Korea Belimbing Room, Level 2, Marriott Singapore Analyses of Corporate Visual Identities: Reaction of Japanese consumers to global logo changes Naoko Moriyoshi, Keio University, Japan Miho Sasaki, Keio University, Japan
Online Brand Community in Japan: Empirical Analyses of e-Reader “Kobo” by Rakuten Masahiko Hato, Kansai University, Japan Keisuke Suyama, Kansai University, Japan Tomoko Kawakami, Kansai University, Japan
Self-Connections to Global Brands: Role of Meaningful Self-Brand Episode and its Impact on Global Culture Adoration and Market Behaviors Sunmyoung Cho, Yonsei University, South Korea
Building Erotic Capital: Cosmetic Surgery as Asian Women Investment of Social Exchange Resource Nancy Wong, University of Wisconsin-Madison, USA Dee Warmath, University of Wisconsin-Madison, USA Sunyee Yoon, University of Wisconsin-Madison, USA
Session 2: The Senses in Consumer Psychology Legacy Suite, Level 2, Marriott Singapore The Impact of Sensory Versus Cognitive Attributes on Effectiveness of Metaphors in Advertising Yixia Sun, The Chinese University of Hong Kong, China Robert S. Wyer, Jr., The Chinese University of Hong Kong, China
The Halo Effect of Product Color Brightness on Hedonic Food Consumption Adriana V. Madzharov, Baruch College, The City University of New York, USA Suresh Ramanathan, Mays Business School, Texas A&M University, USA Lauren Block, Baruch College, City University of New York, USA
Shape Matters: How Does Logo Shape Inference Shape Consumer Judgments Yuwei Jiang, Hong Kong Polytechnic University Gerald J. Gorn, University of Hong Kong Maria Galli, Hong Kong University of Science and Technology Amitava Chattopadhyay, INSEAD, Singapore
I Take Therefore I Chose? Antecedents & Consequences of Embodied Choice Rhonda Hadi, Baruch College, The City University of New York, USA Lauren Block, Baruch College The City University of New York, USA
20th December 2012 (Thursday): 10.45am to 11.45am Session 3: Asian Cultural Factors: Superstitions & Counterfeits Belimbing Room, Level 2, Marriott Singapore Embarrassment Effects on Purchase Intent for a Product with Socially Shared Superstitious Meanings Di Wang, Monash University, Australia Harmen Oppewal, Monash University, Australia Dominic Thomas, Monash University, Australia
The Role of Regulatory Focus in Consumer Deceptive Behavior: Why Asian Consumers are More Willing to Admit that Their “LV” Bags are Counterfeits So Hyun Bae, Nanyang Business School, Nanyang Technological University, Singapore Sharon Ng, Nanyang Business School, Nanyang Technological University, Singapore
Not All Fakes Are Created Equal: Cultural Differences in Considering Counterfeits Steven Chan, New York University, USA Nelson Amaral, University of Minnesota, USA
Session 4: Consumer Brand Perception Legacy Suite, Level 2, Marriott Singapore How Power Influences Consumers’ Response to the Underdog versus Top Dog Persuasive Appeal Liyin Jin, School of Management, Fudan University, China Yanqun He, School of Management, Fudan University, China
“Seeing” the Consumer-Brand Relationship: How Physical Positioning Influences Brand Evaluation Irene Xun Huang, The Chinese University of Hong Kong, Hong Kong Xiuping Li, National University of Singapore, Singapore Meng Zhang, The Chinese University of Hong Kong, Hong Kong
The “Dual-Effects” Model of COO and Brand Familiarity in Celebrity Endorsements Subhadip Roy, IBS Hyderabad, IFHE University, India
Does Paying for Online Product Reviews Pay Off? The Effects of Monetary Incentives on Content Creators and Consumers Andrew T. Stephen, University of Pittsburgh, USA Yakov Bart, INSEAD, Singapore Christilene Du Plessis, INSEAD, Singapore Dilney Goncalves, IE Business School, Spain
20th December 2012 (Thursday): 12.00pm to 1.00pm Session 5: Motivations, Emotions, Risk & Impulse among Asians Belimbing Room, Level 2, Marriott Singapore The Effect of Culture on Emotional Reactions to Service Encounters in America, Asia, and Europe Alexander (Sasha) Fedorikhin, Kelly School of Business, Indiana University, USA Catherine A. Cole, University of Iowa, USA
Are You What You Eat? How Tastes Influence Risk Preferences in Asian Consumers Saran Wanglee, Chulalongkorn University, Thailand Ajay Kalra, Rice University, USA Pavitra Jindhara, Chulalongkorn University, Thailand
The Role of Impulsivity in Impulse Purchasing Decision Making – A Cross-Cultural Comparison Sarah Hong Xiao, Durham Business School, UK Michael Nicholson, Durham Business School, UK
Celebrity Worship or Benefit Consideration? The Motivations of Consumers’ Bidding for Celebrity’s Second-Hand Products on Online Auctions Hsuan-Yi Chou, National Sun Yat-sen University, Taiwan
Session 6: The Self in Consumption Legacy Suite, Level 2, Marriott Singapore From Fan to Fat: Consumption Following the Defeats and Victories of Favorite Sports Teams Yann Cornil, INSEAD, France Pierre Chandon, INSEAD, France
All that Glitters Is Gold: The Impact of Identity Threat upon Consumers’ Product Design Choice Rishtee Batra, Indian School of Business, India Tanuka Ghoshal, Indian School of Business, India
Seeking Control in Product Acquisition Charlene Y. Chen, Columbia University, USA Leonard Lee, Columbia University, USA Andy J. Yap, Columbia University, USA
20th December 2012 (Thursday): 4.00pm to 5.00pm Session 7: Consumer Behavior in Chinese Culture Nanyang Technological University, Nanyang Business School, Block S3, Level B3B-41 How Does Cultural Politeness Weaken Exclusionary Reactions toward Foreign Business? Dong-Mei Li, Nanyang Business School, Nanyang Technological University, Singapore Robert Kreuzbauer, Nanyang Business School, Nanyang Technological University, Singapore Chi-Yue Chiu, Nanyang Business School, Nanyang Technological University, Singapore Hean Tat Keh, University of Queensland, Australia
Tracking the Changes in Values for Singaporeans Tan Soo Jiuan, National University of Singapore, Singapore Tambyah Siok Kuan, National University of Singapore, Singapore Lynn R Kahle, University of Oregon, USA
Impact of Spouses’ Past Influence Patterns on Economic Decision-Making: A Couple-Diary Technique Applied in Vietnamese Households" Elfriede Penz, Vienna University of Economics and Business, Institute for International Marketing Management, Austria Erich Kirchler, University of Vienna, Faculty of Psychology, Department of Economic Psychology, Educational Psychology and Evaluation, Austria
Session 8: Social Identity Nanyang Technological University, Nanyang Business School, Block S3 Level B3B-42 Motivated Forgetting of Identity-Linked Promotions Following Social Identity Threat Amy N. Dalton, Hong Kong University of Science and Technology Li Huang, City University of Hong Kong
The Role of Consumer Identity in Code-Switched Ad Effectiveness Ying-Ching Lin, National Dong-Hwa University, Taiwan Kai-Yu Wang, Brock University, Canada
Effects of Benefit Focus and Group Identity on Donation Intention Kiwan Park, Graduate School of Business, Seoul National University, South Korea Seojin Lee, Graduate School of Business, Seoul National University, South Korea
Are Judgments Influenced by Knowing That Others Are Also Evaluating? A Knowledge Accessibility Account Claire Tsai, University of Toronto, Canada Min Zhao, University of Toronto, Canada Dilip Soman, University of Toronto, Canada
21st December 2012 (Friday): 9.00am to 10.00am Session 9: Contemporary Asian Consumer Issues Belimbing Room, Level 2, Marriott Singapore Are Companies Being (Un)Fair to the Bottom-of-the-Pyramid Consumer Reetika Gupta, Lehigh University, USA Deepa Chandrasekaran, Lehigh University, USA
Consumers’ Perspective on Mobile Phone Marketing Ir. Mustika Sufiati Purwanegara, Bandung Institute of Technology, Indonesia Ronny Armando Pitojo, Bandung Institute of Technology, Indonesia Mia Tantri Diah Indriani, Bandung Institute of Technology, Indonesia
Malleable Preference: A Nation Equity Perspective Pavitra Jindahra, Chulalongkorn University, Thailand Surat Teerakapibal, Chulalongkorn University, Thailand
Session 10: Judgment and Decision Making Lengkuas Room, Level 2, Marriott Singapore Tipping Points in Consumer Choice: More than Two Is Where Collections Start Leilei Gao, The Chinese University of Hong Kong, Hong Kong Yanliu Huang, LeBow College of Business, Drexel University, USA Itamar Simonson, Graduate School of Business, Stanford University, USA
All Fun and Games? The Impact of Playfulness on Consumer Decision Making Saran Wangalee, Chulalongkorn University, Thailand Ajay Kalra, Rice University, USA
More Possessions Can Make Consumers Less Satisfied Haiyang Yang, INSEAD, Singapore Ziv Carmon, INSEAD, Singapore Ravi Dhar, Yale University, USA
21st December 2012 (Friday): 10.30am to 11.30am Session 11: Consumer Psychology & Marketing Mix in Asia Belimbing Room, Level 2, Marriott Singapore Cultural Differences in Defensive Bias in Response to Deceptive Advertising Andy H. Ng, York University, Canada Peter R. Darke, York University, Canada
Culture, Relationship Norms, and Perceived Fairness of Asymmetric Pricing Haipeng (Allan) Chen, Texas A&M University, USA Lisa E. Bolton, The Pennsylvania State University, USA Sharon Ng, Nanyang Technological University, Singapore
In the Aftermath of an Earthquake: The Interactive Role of Self-Construal and Victim Group-Status in Charitable Behavior Alix Barasch, University of Pennsylvania, USA Rod Duclos, Hong Kong University of Science and Technology, Clear Water Bay, Hong Kong
Session 12: Goals & Affect Lengkuas Room, Level 2, Marriott Singapore The Immediate and Delayed Effects of Price Promotions on Post-Purchase Consumption Experience Claire Tsai, University of Toronto, Canada Leonard Lee, Columbia University, USA
Wanting to be Happy but Choosing Not to Be: The Influence of Passive versus Active Choice on Mood Repair Hao Shen, Chinese University of Hong Kong, Hong Kong Aparna Labroo, University of Toronto, Canada
Unintended Effects of Planning in Goal Striving: Substitution and Amplification Leona Tam, University of Wollongong, Australia Jelena Spanjol, University of Illinois, USA José Antonio Rosa University of Wyoming, USA
For Whom is Attainment Less Alluring? The Impact of Cultural Values on Consumers’ Motivation for Goal Pursuit Antonios Stamatogiannakis, IE Business School, Calle de Maria de Molina, Spain Haiyang Yang, INSEAD, Singapore Amitava Chattopadhyay, INSEAD, Singapore
21st December 2012 (Friday) Industry Roundtable: Application of Consumer Insights Ballroom 3: Marriott Singapore Garick Kea Senior Manager Research In Motion Singapore Pte Ltd Samy Mardolker Managing Director ORC International Balaji Ramanujam Head, Marketing Centre of Excellence, APAC, Consumer Business Group 3M Innovation Singapore Pte Ltd
Asia Immersion Events
Bumboat Ride along Singapore River
Featuring Singapore’s iconic bumboats which have been retrofitted with zero-emission electric engines, this boat ride gives you an opportunity to learn about the Singapore River’s colorful history while enjoying the unforgettable skyline.
Night Safari
Night Safari, the world’s first wildlife park for nocturnal animals, is a nine-time winner of the Best Visitor Attraction Experience, awarded by Singapore Tourism Board. Over 1,000 animals from 115 species (of which almost 30% are threatened) inhabit the 40-hectare park. The park can be explored either on foot via three walking trails, or by tram. Night Safari is part of Wildlife Reserves Singapore and is a designated wildlife rescue center by the governing authority.
Lau Pa Sat Food Market
Formerly known as Telok Ayer Market, Lau Pa Sat Festival Market is located in the hub of Singapore's busy financial district and has a history that dates back to the Fish Market on the island. It owes its origin to Sir Stamford Raffles, the founder of modern Singapore.
Program Committee Name Russell Belk Lauren Block Julian Cayla Dae Ryun Chang Chi-Yue Chiu Alexandar Fedorikhin David Gal Iris Hung Michelle Lee Xiuping Li Elison Lim Vicky Morwitz Anirban Mukhopadhyay Sharon Ng Kiwan Park Yupin Patara Jaideep Sengupta Sanjay Sood Claire I. Tsai Monica Wadhwa Echo Wan Wen Jane Wang Nancy Wong Song Oh Yoon Meng Zhang
University York University CUNY Baruch Australian School of Business Yonsei University Nanyang Technological University Indiana University Northwestern University National University of Singapore Singapore Management University National University of Singapore Nanyang Technological University New York University Hong Kong University of Science and Technology Nanyang Technological University Seoul National University Chulalongkorn University Hong Kong University of Science and Technology UCLA Anderson School of Management University of Toronto INSEAD The University of Hong Kong Singapore Management University University of Wisconsin at Madison Korea University Chinese University of Hong Kong
Keynote Speakers Professor Michel Tuan Pham Kravis Professor of Business Columbia Business School, Columbia University President, Society for Consumer Psychology (SCP) Professor Angela Y. Lee Mechthild Esser Nemmers Professor of Marketing Kellogg School of Management, Northwestern University President Elect, Association for Consumer Research (ACR)
List of Conference Attendees Name Alexander, David Aprilia, Dwi Asar, Syed N Atienza, Lynette Urbano Bae, Sohyun Barasch, Alix Batra, Rishtee Baumgardt, Antje Chan, Arthur Chan, Steven Chen, Charlene Y Chen, Jiemiao Cho, Sunmyoung Chou, Hsuan-Yi Chuang, Keng Wei Jason Chung, Tuck Siong Cornil, Yann Dalton, Amy N Del Rosario, Brian Lim Du Plessis, Christilene Duclos, Rod Fedorikhin, Alexander Gao, Leilei Gemmalyn T. , Zamora Guan, Chong Gupta, Reetika Hadi, Rhonda Han, SuGyeong Hato, Masahiko Hauser, Mirjam Hendricks, Jan Christian Huang, Irene Xun Huang, Jianxiong Ito, Ken Jiang, Yuwei Jindahra, Pavitra Kalra, Ajay Kang, Sui Lai Kea, Garick Kreuzbauer, Robert Kuo, Tzu-Yin Kwan, Letty
Affiliation University of St. Thomas PT Bintang Toedjoe JWT Johnson & Johnson Pte Ltd Nanyang Technological University Wharton, UPenn Indian School of Business August Storck KG Health Promotion Board New York University Columbia University Monash University Yonsei University National Sun Yat-sen University Health Promotion Board Nanyang Technological University INSEAD Hong Kong University of Science and Technology Quantum Consumer Solutions Pte. Ltd. INSEAD Hong Kong University of Science and Technology Indiana University The Chinese University of Hong Kong Nanyang Technological University Nanyang Technological University Lehigh University Baruch College Seoul National University Graduate schoo of Kansai University Gottlieb Duttweiler Institute GDI August Storck KG The Chinese University of Hong Kong Nanyang Technological University Institute on Asian Consumer Insight Hong Kong Polytechnic University Sasin Graduate Institute of Business Administration of Chulalongkorn University Rice University Quantum Consumer Solutions Pte. Ltd. Research in Motion Nanyang Technological University Nanyang Technological University Nanyang Technological University
Lee, Seojin Stacey Li, Dong-mei Lim, Christine Lim, Lewis Lin, Ying-Ching Liu, Xiaoyan (Jenny) Liu, Xuan Lung, Michael Maehler, Robert Mardolker, Samy Moriyoshi, Naoko Morwitz, Vicki G Nair, Rekha Ng, Andy H. Ng, Sharon Penz, Elfriede Pitojo, Ronny Armando Purwanegara, Mustika Sufiati Ramanathan, Suresh Ramanujam, Balaji Roy, Subhadip Sasaki, Miho Shen, Hao Simonson, Itamar Spanjol, Jelena StamatogiannakisAntonios Sun, Yixia Tambyah, Siok Tan, Soo Jiuan Teerakapibal, Surat Thiagarajah, Hema Tsai, Claire Wang, Di Wang, Jane Wanglee, Saran Wong, Lynn Wong, Nancy Yang, Haiyang Zhang, Kuangjie Zhang, Meng Zhang, Yan
Seoul National University Nanyang Technological University Nanyang Technological University Nanyang Technological University National Dong Hwa University Nanyang Technological University Nanyang Technological University XM-Asia August Storck KG ORC international Keio University New York University Quantum Consumer Solutions Pte. Ltd. York University Nanyang Technological Unversity WU Vienna Bandung Institute of Technology (ITB) Bandung Institute of Technology (ITB) Texas A & M University 3M Innovation Singapore Pte Ltd IBS Hyderabad, IFHE University Keio University Chinese University of Hong Kong Stanford University University of Illinois at Chicago IE Business School - IE University The Chinese University of Hong Kong National University of Singapore National University of Singapore Sasin Graduate Institute of Business Administration of Chulalongkorn University XM Asia University of Toronto Monash University Singapore Management University Sasin Graduate Institute of Business Administration of Chulalongkorn University INSEAD University of Wisconsin-Madison INSEAD INSEAD The Chinese University of Hong Kong National University of Singapore
