ELISA MAIRA Rotterdam School of Management, Erasmus University Office T10-07 (Mandeville building) Burgemeester Oudlaan 52 3062PA Rotterdam, The Netherlands

Mobile: +31 61 8815699 Tel: +31 10 4088911 Fax: +31 10 4089011 [email protected]

EDUCATION

Rotterdam School of Management, Erasmus University, Rotterdam (The Netherlands) Ph.D., Marketing. June, 2017 (Expected) Bocconi University, Milan (Italy) M.Sc., Summa Cum Laude, Marketing Management. November, 2011 Bocconi University, Milan (Italy) B.Sc., Economics and Management for Arts, Culture and Communications. April, 2008 RESEARCH INTERESTS

Effects of firm strategy on consumer behavior, consumers-as-producers (“pro-sumers”) JOB MARKET PAPER (abstract in appendix)

Maira, Elisa, Christoph Fuchs, and Stefano Puntoni. “Consumer Reactions to Acquisitions,” in preparation for submission at the Journal of Marketing RESEARCH IN PROGRESS (abstracts in appendix)

Maira, Elisa, Christoph Fuchs, Martin Schreier, Stefano Puntoni, and Stijn M.J. van Osselaer. “The “Mere Selling” Effect,” data collection completed (five studies), writing in progress. Maira, Elisa, Christoph Fuchs, Martin Schreier, and Stijn M.J. van Osselaer. ““Personizing” the Customer Increases Producer Motivation,” two studies completed, additional data collection in progress.

CHAIRED SYMPOSIA

Maira, Elisa (2016, May). “Bridging the gap between marketing strategy and consumer behaviour,” European Marketing Academy Conference, Oslo (Norway)

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CONFERENCE PRESENTATIONS & COLLOQUIA

Maira, Elisa*, Christoph Fuchs, and Stefano Puntoni (2016, October): “A Consumer Theory of Acquisitions,” Association for Consumer Research, Berlin (Germany) Van Osselaer*, Stijn M. J., Martin Schreier*, Christoph Fuchs, Ulrike Kaiser, Sarah Lim, Elisa Maira, Stefano Puntoni, and Joseph Goodman (2016, May). “The Power of Personal,” invited presentation, European Marketing Academy Conference, Oslo (Norway) Maira, Elisa (2015, May), “The “Mere Selling” Effect,” 29th EMAC Doctoral Colloquium, Leuven (Belgium) Van Osselaer*, Stijn M. J., Martin Schreier, Christoph Fuchs, Ulrike Kaiser, Sarah Lim, Elisa Maira, Stefano Puntoni, and Joseph Goodman (2015, February). “The Power of Personal,” invited presidential address, Society for Consumer Psychology, St. Petersburg Beach (FL) * denotes presenter TEACHING EXPERIENCE

Instructor, Rotterdam School of Management, Erasmus University  

Research Training and Bachelor Thesis (2016) – 10 ECTS, Teaching evaluation: 8.1/10 Research Training and Bachelor Thesis (2015) – 10 ECTS, Teaching evaluation: 8.8/10

Master Thesis Co-Reader, Rotterdam School of Management, Erasmus University (20152016) Teaching interests: Marketing Strategy, Brand Management, Innovation, Marketing Research, Consumer Behavior SERVICE TO THE FIELD AND TO THE SCHOOL

Ad Hoc Reviewer:  

Journals: Journal of Consumer Research (Trainee reviewer) Conferences: SCP 2017

Subject Pool Administrator, Erasmus Behavioural Lab, Erasmus University (2013-2014)

PROFESSIONAL AFFILIATIONS

European Marketing Academy Association for Consumer Research

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RELEVANT COURSEWORK

Statistics and methodology Advanced Statistical Methods Mediation and Moderation Advanced Survey Methods Experimental Methods Statistical Methods

Patrick Groenen Paul Jose, Alex Schoemann Tony Hak Maarten Wubben Patrick Groenen

Consumer behavior and decision making Consumer Behavior Behavioral Decision Theory

Rik Pieters Peter Wakker

Skill courses Publishing Strategy Interaction and Performance Training/Coaching Scientific Integrity PROFESSIONAL EXPERIENCE Danone Italy, Milan (Italy) Junior Brand Manager Mellin Baby Food

November 2011 – June 2012

3M Italy, Pioltello, Milan (Italy) Junior Marketing Post-it Notes

October 2010 – November 2011

Reckitt Benckiser Italy, Milan (Italy) Trade Marketing Assistant

March 2010 – September 2010

RELEVANT TECHNICAL SKILLS IBM SPSS, R, Python (basics), Qualtrics, LyX

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REFERENCES

Stefano Puntoni Professor of Marketing Rotterdam School of Management Erasmus University Office: +31 10 4081184 E-mail: [email protected]

Christoph Fuchs Professor of Marketing TUM School of Management Technische Universitat Munchen Visiting Professor of Marketing Rotterdam School of Management Erasmus University Office: +49 89 28928402 E-mail: [email protected]

Martin Schreier Professor of Marketing Vienna University of Economics and Business Office: +43 13 13364609 E-mail: [email protected]

Stijn M.J. van Osselaer Professor of Marketing S.C. Johnson Graduate School of Management Cornell University Office: +1 607 2550112 E-mail: [email protected]

APPENDIX 1: JOB MARKET PAPER Consumer Reactions to Acquisitions. (With Christoph Fuchs and Stefano Puntoni, in preparation for submission at the Journal of Marketing) Acquisitions are a popular growth strategy for firms. The decision whether to acquire a firm is often motivated by the value of brand assets. To understand the implications of such acquisitions, it is thus important to consider possible consumer reactions to acquisition news. However, academic research on acquisitions has predominantly focused on internal, supplyside issues. This research contributes by adopting an external, demand-side perspective on acquisitions. Six studies show that acquisitions can decrease attitudes towards products in the case of identity-relevant product categories or brands, shift consumer preferences in favor of products from non-acquired firms, and influence the valence of content posted online. We propose an identity loss account to explain consumers’ negative response to acquisitions: the mere fact of being acquired weakens the identity of the acquired brand in the eyes of consumers, with adverse downstream consequences. The studies support these predictions and rule out alternative explanations. APPENDIX 2: WORK IN PROGRESS The “Mere Selling” Effect. (With Christoph Fuchs, Martin Schreier, Stefano Puntoni, and Stijn M.J. van Osselaer, data collection completed (five studies), writing in progress) The role of consumers in today’s marketplace is changing. They are no longer just passive buyers, but also active producers who market their creations on consumer-toconsumer platforms such as Etsy. What is remarkable, however, is that consumer-producers who sell their products on these platforms earn, on average, very little money, making many 4

of these micro-businesses hardly profitable. The question we ask in this research is what – if not the prospect of earning money – motivates consumer-producers to sell their products online. In five studies, we show that learning that one’s products were sold provides people with a sense of self-validation that is reflected in higher work motivation and increased happiness. We first demonstrate the existence of this “mere selling” effect and show that participants who create their own birthday cards experience higher happiness when they are informed that their cards are sold (vs. not), even if they receive no additional financial benefit from the sale (Study 1). We also distinguish sales from another type of positive market feedback – product likes – and show that sales have a greater impact on consumer-producers’ happiness, irrespective of financial compensation (Study 2). We then manipulate how the product is chosen by a buyer (randomly vs. deliberately, Study 3) and the type of buyer (novice vs. expert, Study 4). We show that the positive effect of sales on happiness intensifies when buyer’s choice is deliberate (vs. random) and when the products are bought by expert (vs. novice) buyers. As a consequence, there are positive spillovers on willingness to continue with the activity of consumer-producer. Lastly, we explore self-perceptions of professionalism as a proxy of self-validation and show that consumer-producers think of themselves more as professionals (vs. hobbyists) when they sell something, compared to a condition when they receive positive feedback (Study 5). The results have implications for seller retention on online marketplaces and deepen our understanding of the motivating consequences of feedback.

“Personizing” the Customer Increases Producer Motivation. (With Christoph Fuchs, Martin Schreier, Stijn M.J. van Osselaer, data collection in progress) Traditionally, producers are not in direct contact with the buyers of their products. However, in recent years, technological progress has contributed to a shift in the relationships between producers and buyers. Especially with the rise of new business models such as micro-entrepreneurship and the creation of new types of marketplaces such as consumer-toconsumer platforms, producers can directly interact with the recipients of their products. Since their identities are disclosed to producers, customers are oftentimes no longer anonymous, but become “real persons”. In this research, we examine whether and how such change in interactions – the customer is “personized” versus anonymous to the producer – affects the work motivation of the producer. Building on alienation theory (Marx 1844), we theorize and show that “personizing” the recipient of a product positively influences the appeal of a production task and influences the quality of the outcome. When people are presented with a choice between two comparable creative tasks to carry out (i.e., create an origami swan vs. create an origami frog), one of which is for a “personized” customer and the other for an anonymous customer, they opt for the task for the “personized” customer (Study 1). Working for a “personized” vs. anonymous customer also leads to the creation of objectively more appealing, higher quality birthday card designs (Study 2).

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