PROGRAM
Days: Monday, May 11th Tuesday, May 12th Wednesday, May 13th Thursday, May 14th Friday, May 15th
Monday, May 11th
View this program: with abstractssession overviewtalk overview
Tuesday, May 12th
View this program: with abstractssession overviewtalk overview
08:30-10:00 Session 1.1: AI-Driven Consumer Experience and Brand Engagement
Chair:
Lauren Copeland (Kent State University, United States)
Location: Regency Ballroom D
| 08:30 | Understanding Gen Z Consumer Personalization in AI-Generated Fashion Ads (abstract) PRESENTER: Lauren Copeland |
| 08:45 | Empathic AI and Brand Dynamics: How Brand Power Shapes Customer Experiences (abstract) |
| 09:00 | Transparency and Ethical Readiness: Building Trust for AI Adoption in Marketing (abstract) |
08:30-10:00 Session 1.2: Digital Platforms and Social Dynamics
Chair:
Neeru Malhotra (University of Greenwich, UK)
Location: Regency Ballroom E
| 08:30 | Brand Globalness and User Engagement: A Cross-Cultural Investigation (abstract) PRESENTER: Neeru Malhotra |
| 08:45 | Review Bombing as a Consequence of Brand Activism (abstract) |
| 09:00 | TikTok Trendy! How Firm Optimism About TikTok Shapes Marketing Performance (abstract) |
| 09:15 | Exposure to Nature in Live Streaming E-commerce: Restorative Effects on Consumer Attention and Decision-Making (abstract) |
08:30-10:00 Session 1.3: Anthropomorphism, Avatars, and Emotional AI
Chair:
Melanie Richards (East Tennessee State University, United States)
Location: Regency Ballroom F
| 08:30 | Avatarized Humans: The Preference for Meta-Faces Beyond Anthropomorphism (abstract) |
| 08:45 | The Effect of Anthropomorphic AI and Perceived Vulnerability on Consumer Responses: The Case of Voice Assistants (abstract) |
| 09:00 | FrAInd or Fraud? When Empathetic AI Creates Impolite Customers (abstract) |
08:30-10:00 Session 1.4: Trust on Trial, Trust Rebuilt Under External Pressure: Breaches, Misconduct, Vulnerability, and Misinformation
Chair:
Hadi Houshmand (Texas Tech University, United States)
Location: Verelst
| 08:30 | Relational-Contingency Framework for Data Breach Recovery: Meta-Analytic Evidence (abstract) |
| 08:45 | When Rebuilding Backfires: How Misconduct Severity and Response Strategy Shape Consumer Willingness to Switch (abstract) |
| 09:00 | From Individual Agency to External Forces: A Socio-Ecological Framework of Consumer Vulnerability (abstract) |
| 09:15 | Blue Ocean Strategy and It's Impact on Competitive Advantage in the Automobile Sector (abstract) |
08:30-10:00 Session 1.5: Brand Strategy, Competition, and Resilience
Chair:
Kristina Harrison (Indiana University, Kelley School of Business, United States)
Location: Percival
| 08:30 | Brand Resilience in the Face of Layoffs (abstract) |
| 08:45 | Political Actor Response Strategies After Unforeseen Political Violence (abstract) |
| 09:00 | When Luxury Meets Responsibility: Uncovering the Role of ESG-Driven Luxury Attributes in Engaging Consumers of Next-Gen Automobiles (abstract) |
| 09:15 | Rebuilding Trust Across Democracies: Political Brand Recovery Strategies of the U.S. Democratic and U.K. Conservative Parties (abstract) |
08:30-10:00 Session 1.6: Consumer Experiences in Immersive and AI Environments
Chair:
Cesar Zamudio (Virginia Commonwealth University, United States)
Location: Vernon
| 08:30 | Effects Of Non-Immersive And Immersive Virtual Reality On Consumer Responses In Real Estate Marketing (abstract) |
| 08:45 | In the Virtual World: Consumer Perception of Luxury Brands on Metaverse (abstract) |
| 09:00 | Uses and Gratifications of Human–AI Romantic Relationships and Implications for Romantic Well-Being (abstract) |
| 09:15 | Augmenting the Aisle: Understanding how combined AR and Digital Assistant can influence the in-store experience (abstract) |
08:30-10:00 Session 1.7: Solving Problems and Paradoxes: Justice or Luck
Chair:
Joel Le Bon (Johns Hopkins University, United States)
Location: Sloane
| 08:30 | Social Media Trials and the Perception of Justice: How Transparency, Fairness, and Moral Outrage Shape Trust in the Police (abstract) |
| 08:45 | Explaining the Privacy Paradox via Longitudinal Critical Incident Analysis (abstract) |
| 09:00 | The C³ED Index–Comparative Chance for Cancer Equity in Diagnosis: A Systemic Assessment of Equitable Chances for Early Cancer Detection and Public Policy Marketing (abstract) |
08:30-10:00 Session S1: AMS-AFM Session - Presentation from Grant Awardees
Chairs:
Barry Babin (Olemiss Business School, University of Mississippi, United States)
Jean-Luc Hermann (University de Lorraine, United States)
Jean-Luc Hermann (University de Lorraine, United States)
Location: Scarborough Ballroom 3
| 08:30 | The Impact of Humor in Anti-Smoking Campaigns - A Quantitative Study of French and Italian Teenagers (abstract) |
| 08:45 | How Territory Perception Impacts the Employer Brand for Salespeople (abstract) |
| 09:00 | The Influence of Social Stigma on Robotic Service Encounters (abstract) |
08:30-10:00 Session SP1: Special Session: Connecting the Marketing Community: AMS Social Media Activities and Emerging Initiatives
Chairs:
Shuang Wu (Rowan University, United States)
Jasmine Parajuli (University of Mississippi, United States)
Philipp Brüggemann (University of Hagen, United States)
Jasmine Parajuli (University of Mississippi, United States)
Philipp Brüggemann (University of Hagen, United States)
Location: Scarborough Ballroom 4
| 08:30 | Connecting the Marketing Community: AMS Social Media Activities and Emerging Initiatives (abstract) |
08:30-12:00 Session W1: Generative AI Certificate Program Workshop
Chairs:
Dana Harrison (East Tennessee State University, United States)
Melanie Richards (East Tennessee State University, United States)
Key Martin (University of Colorado Colorado Springs, United States)
Melanie Richards (East Tennessee State University, United States)
Key Martin (University of Colorado Colorado Springs, United States)
Location: Plimsoll
10:00-10:30 Refreshment Break
Location: Prefunction
10:30-12:00 Session 2.1: Consumers and Service
Chair:
Heshan Dong (University of Texas Permian Basin, United States)
Location: Regency Ballroom D
| 10:30 | The Hidden Cost of Misbehavior: Jay Customers and Service Employees Well-being in Indian Hotels (abstract) |
| 10:45 | Shadowed by Morality: Moral Motives and Informal Economic Engagement (abstract) |
| 11:00 | Live-Streaming vs. Website-Based Grocery Shopping: The Roles of Service Convenience and Consumption Effort in Shaping Service Evaluation (abstract) |
10:30-12:00 Session 2.2: Reviews, Mentions, and Online Word-of-Mouth
Chair:
Andreas Munzel (Vlerick, Belgium)
Location: Regency Ballroom E
| 10:30 | From Surveys to Star Ratings: Do Online Reviews Substitute Customer Satisfaction Studies in Grocery Retail? (abstract) PRESENTER: Sebastian Oetzel |
| 10:45 | When Mentions Backfire: How Branded@mentions Shape Perceived Manipulation and Engagement (abstract) |
| 11:00 | Why Consumers Can’t Detect Fake Online Reviews: Dual Process Theory and Dual-Task Interference (abstract) |
| 11:15 | The Effect of Geographic Colocation of Same-Brand Outlets on Electronic Word-of-Mouth (eWOM) Valence: The Role of Ownership (abstract) |
10:30-12:00 Session 2.3: Trust, Ethics, and Responsibility in Algorithmic Markets
Chair:
Nina Krey (Rowan University, United States)
Location: Regency Ballroom F
| 10:30 | Exploring AI Bias: A Comprehensive Review (abstract) |
| 10:45 | Unintended Harm in AI System Transitions: How Corporate Model Changes Disrupt Consumer Trust (abstract) |
| 11:00 | Restoring Trust in the Algorithmic Marketplace: The AI−Trust−Resilience (AITR) Paradigm for Adaptive Marketing in Disrupted Economies. (abstract) |
10:30-12:00 Session 2.4: Sensory, emotional, and ethical drivers of consumer decision-making
Chair:
Gaia Rancati (Middle Tennessee State University, United States)
Location: Verelst
| 10:30 | A Multi-Methodological Framework for Understanding the Relative Impacts of Valence Framing in Climate and Energy Communications as a Function of Political Ideologies (abstract) |
| 10:45 | Too Little, Too Much, Just Right? Neuroscientific Insights into Emotional Expression Intensity in Healthcare (abstract) |
| 11:00 | Beyond Altruism - Physiological and Behavioral Effects of Warm Glow and Cold Prickle on Climate Actions (abstract) |
10:30-12:00 Session 2.5: Sustainable and responsible food and fashion choices
Chair:
Lina M. Ceballos (Universidad EAFIT, Colombia)
Location: Percival
| 10:30 | Bridging Consumers' Perception and Choice: Integrating CBC, PLS-SEM, and NCA to Examine Supply Chain Transparency (SCT) (abstract) |
| 10:45 | The Influence of Communication Appeals on Sustainable Food Choices: The Moderating Effect of Mindful Consumption (abstract) |
| 11:00 | Do We Really Know? Unveiling Consumer Knowledge About the Impact of Animal-protein Consumption (abstract) |
| 11:15 | From Automation to Awareness: How Personalized AI Shapes Mindful Food Consumption Patterns (abstract) |
10:30-12:00 Session 2.6: Decoys, Bandwagons, and Channel Control in Omnichannel Markets
Chair:
Dominyka Venciute (ISM University, Lithuania)
Location: Vernon
| 10:30 | When Flexibility Backfires: Field Evidence on the Limits of the Decoy Effect in Services (abstract) PRESENTER: Ausra Paukstyte |
| 10:45 | Beyond Price and Quality: Locavore Motivations and the Bandwagon Effect in Local Food Consumption (abstract) PRESENTER: Jacqueline Eastman |
| 11:00 | Who Controls the Channel? Mapping Brand, Platform, and Consumer Influence in Omnichannel Decision-Making (abstract) |
10:30-12:00 Session S2: AMS 2026 Building the Bridge to Relevant Grant Finalists
Three projects selected as final candidates for the AMS Build the Bridge to Practice Grant Competition for 2026. These projects were selected from numerous projects that were submitted with the primary criterion being chances for managerial relevance. Thus, each of the presentations has already survived a rigorous evaluation process.
Chairs:
Barry Babin (Olemiss Business School, University of Mississippi, United States)
Jean-Luc Hermann (University de Lorraine, United States)
Jean-Luc Hermann (University de Lorraine, United States)
Location: Scarborough Ballroom 3
| 10:30 | Decoding Uncertainty in Stated Intentions: A Voice Analytics Approach to Predicting Behavior (abstract) PRESENTER: Abbi Bhattacharya |
| 10:45 | Brand Information Integrity in AI-Mediated Markets: Auditing Algorithmic Brand Equity and Mitigating Consumer Harm (abstract) PRESENTER: Vishnu Prasad |
| 11:00 | Cracking the Code of AI Profitability: A Multi-method Exploration of Monetization Triggers in AI-Powered Presentations (abstract) PRESENTER: Jianjun Zhu |
12:00-13:30 A Panel Discussion with AMS Distinguished Marketer
The 2026 AMS Distinguished Practitioner Presentation by Pierre-Jean Hellivan.
Panel Discussion to Follow
- Meet the Distinguished Marketing Practitioner (Informal lunch will be served)
Chair:
Barry Babin (Olemiss Business School, University of Mississippi, United States)
Location: Regency Ballroom A/B
13:30-15:00 Session 3.1: Consumers and Money Management
Chair:
Julia van de Sandt (University of South Carolina, United States)
Location: Regency Ballroom D
| 13:30 | A Perfect Match: How Product Price Affects Credit Card Choice (abstract) |
| 13:45 | Passing the Blush: Consumer Embarrassment in Self vs. Other Purchases (abstract) |
| 14:00 | Further Assessments of Caffeine’s Influence on Consumer Behavior: The Compromise Effect, Upscaling Effect, And Purchase Propensity (abstract) |
| 14:15 | Circular Fashion: Exploring Renting as an Access-Based Form of Consumption (abstract) |
13:30-15:00 Session 3.2: Well-Being, AI, and Social Media Influence
Location: Regency Ballroom E
| 13:30 | From Influence to Adherence: Social Media Opinion Leaders in Healthcare (abstract) |
| 13:45 | The Loneliness Pandemic: The role of Validation Seeking and Social Comparison (abstract) |
| 14:00 | AI and Consumer Perceived Ethicality of Nutrition Brand Authenticity (abstract) |
| 14:15 | When AI Goes Shopping: Scenarios and Challenges of Future Consumers (abstract) |
13:30-15:00 Session 3.3: AI vs. Humans in Service Encounters
Chair:
Yu-Shan Sandy Huang (Texas A&M University-Corpus Christi, United States)
Location: Regency Ballroom F
| 13:30 | Is Chatting with a Human Agent after Initial Contact with an AI Chatbot just as Effective as Chatting Directly with a Human Agent? (abstract) |
| 13:45 | The Algorithmic Arbiter: User Responses to AI vs Human Content Moderation and Implications (abstract) |
| 14:00 | When Does Positive Feelings toward Chatbot Backfire? (abstract) |
| 14:15 | AI and Service Heterogeneity: A Conceptualization (abstract) |
13:30-15:00 Session 3.4: Choice Engineering in Uncertain, Tech-Enabled Markets: AI, Industry 4.0, and Risk Reduction
Chair:
Purvi Shah (Worcester Polytechnic Institute's Business School, United States)
Location: Verelst
| 13:30 | Celebrity Relatability and Buy Now, Pay Later Adoption: The Moderating Role of Financial Literacy (abstract) PRESENTER: Bridget Nichols |
| 13:45 | Artificial Intelligence and Low Involvement Purchasing (abstract) |
| 14:00 | From Box Office to Living Room-How Consumers Reduce Risk in Theater and Streaming Decisions (abstract) |
| 14:15 | When Context Drives Choice in In-Vehicle Coupon Acceptance (abstract) |
13:30-15:00 Session 3.5: Is Empowerment the Panacea for Sales Performance?
Chair:
Edward Nowlin (Kansas State University, United States)
Location: Percival
| 13:30 | Is Empowerment the Panacea for Sales Performance? (abstract) |
| 13:45 | How Exercise Buffers Effects of Anxiety on Sales Performance (abstract) |
| 14:00 | Should Sales Managers Delegate? It Depends on Time Management Skills (abstract) |
13:30-15:00 Session 3.6: Special Session: The Marketing Education Ecosystem: Value Co-Creation and Educational Experience
Chairs:
Maria Petrescu (Embry-Riddle Aeronautical University, United States)
Melanie Richards (East Tennessee State University, United States)
Anjala Krishen (University of Nevada, Las Vegas, United States)
Melanie Richards (East Tennessee State University, United States)
Anjala Krishen (University of Nevada, Las Vegas, United States)
Location: Vernon
| 13:30 | The Marketing Education Ecosystem: Value Co-Creation and Educational Experience (abstract) |
13:30-15:00 Session MK1: Mary Kay I
Chairs:
Clay Voorhees (University of Alabama, United States)
David Mathis (University of Mississippi, United States)
Ross Johnson (University of North Texas, United States)
David Mathis (University of Mississippi, United States)
Ross Johnson (University of North Texas, United States)
Location: Scarborough Ballroom 3
| 13:30 | Quantity-Frequency Trade-Offs in Consumption - Dissertation Proposal Award Submission (abstract) |
| 13:45 | The Role of Product Salience in Marketing Stigmatized Products —Dissertation Proposal Award Submission (abstract) |
| 14:00 | A Scalable Framework for the Optimization of Video Content Summarization — Dissertation Proposal Award Submission (abstract) |
13:30-15:00 Session S3: DoCCA I AMS Review / Sheth Foundation Doctoral Competition for Conceptual Articles
Chairs:
Sreedhar Madhavaram (Texas Tech University, United States)
Sandra Streukens (UHasselt, Belgium)
Allard van Riel (UHasselt, Belgium)
Sandra Streukens (UHasselt, Belgium)
Allard van Riel (UHasselt, Belgium)
Location: Scarborough Ballroom 4
13:30-15:00 Session SP3: Special Session: AMS Building the Bridge 2025 Grant Recipient Presentations
Chairs:
Barry Babin (Olemiss Business School, University of Mississippi, United States)
Jean-Luc Hermann (University de Lorraine, United States)
Jean-Luc Hermann (University de Lorraine, United States)
Location: Scarborough Ballroom 5
| 13:30 | Decoding Customers’ Desires: Harnessing Brain-Computer Interfaces for Hyper-Personalized Recommendations (abstract) |
| 13:45 | Boosting Marketing Performance through Rigorous NPS Practice (abstract) |
| 14:00 | Building a Customer-Centric Innovation Platform with the Digital Twin (abstract) |
| 14:15 | Call-to-Action Button Elements Can Influence Sharing Information |
| 14:30 | Discussion of the AMS BTB Projects and Process PRESENTER: Barry Babin |
15:00-15:30 Refreshment Break
Location: Prefunction
15:30-17:00 Session 4.1: How Consumers Connect: Identity, Senses, and the New Retail Landscape
Chair:
Christian Arroyo (University of South Florida, United States)
Location: Regency Ballroom D
| 15:30 | Divergence in Consumer-Brand Relationships: The Role of Competing Identifications (abstract) |
| 15:45 | Virtual Food Brands and Buying Behavior: A Multi-Experiment Analysis of Dark Kitchens and Consumerism (abstract) |
| 16:00 | Consumer Relationship Development with POI-Retailers – A Three Study Approach (abstract) |
| 16:15 | Scent Effects on Product Color Choices (abstract) |
15:30-17:00 Session 4.2: Consumer Cognition and Evaluation of Generative AI
Chair:
Preetha Menon (FLAME School of Communication, FLAME University, India)
Location: Regency Ballroom E
| 15:30 | Divergent Consumer Attitudes toward Predictive and Generative Artificial Intelligence: A Construal Level Theory Perspective (abstract) |
| 15:45 | The Role of Affective Involvement and Product Type in AI-Generated Ads (abstract) |
| 16:00 | College Students’ Perceptions of AI-Generated Content in the Field of Marketing (abstract) |
| 16:15 | When AI Disclosures Hurt (or Don't): Age-Contingent Effects of Generative AI-Generated Reviews on Perceived Credibility (abstract) |
15:30-17:00 Session 4.3: The Contemporary Classroom
Chair:
Wendy Gillis (University of North Florida, United States)
Location: Regency Ballroom F
| 15:30 | Student Retention from a Marketing Perspective: A Conceptual Model and Agenda for Future Research (abstract) |
| 15:45 | Cognitive and Affective Pathways in the Student Experience (abstract) |
| 16:00 | Caveat Magister: The Red, Write, and Blue Reshaping Marketing Education (abstract) |
15:30-17:00 Session 4.4: Influencers, Fan Engagement, and Co-Creation
Chair:
Kristy Grayson (Utah Tech University, United States)
Location: Verelst
| 15:30 | Do Retired Athletes Make the Most Effective Influencers? The Role of Team Affiliation and Team Identification on Fan Behavior (abstract) |
| 15:45 | From Fans to Co-Creators: Building Brand Love with the Savannah Bananas (abstract) |
| 16:00 | Mate Attraction Motives and the Gendered Dynamics of Prestige in Influencer Marketing (abstract) |
| 16:15 | The Power of Female Fans: Psychological Ownership Motives and Pathways to Meaningful Sports Consumption (abstract) |
15:30-17:00 Session 4.5: AI Issues in the Classroom
Chair:
Samuel Sekar (Florida Institute of Technology, United States)
Location: Percival
| 15:30 | Ethical Co-Creation in AI-Integrated Learning: A Service Ecosystem Perspective (abstract) PRESENTER: Samuel Sekar |
| 15:45 | The Dead Classroom Theory: Exploring AI-Driven Education's Impacts on Learning (abstract) |
| 16:00 | Bridging the AI Readiness Gap: From Belief to Behavior (abstract) |
15:30-17:00 Session MK2: Mary Kay II
Chairs:
Clay Voorhees (University of Alabama, United States)
David Mathis (University of Mississippi, United States)
Ross Johnson (University of North Texas, United States)
David Mathis (University of Mississippi, United States)
Ross Johnson (University of North Texas, United States)
Location: Scarborough Ballroom 3
| 15:30 | Consumer Psychology at the Point of Transaction—Dissertation Award Submission (abstract) |
| 15:45 | Cultivating Customer Experiences in Overcrowded Hedonic Service Settings: Evidence from Text Mining and Field Studies – Dissertation Award Submission (abstract) |
| 16:00 | From Care to Repair: Minimizing Waste While Maximizing Value Through Product Life Extension- Dissertation Award Submission (abstract) |
15:30-17:00 Session S4: DoCCA II - AMS Review / Sheth Foundation Doctoral Competition for Conceptual Articles
Chairs:
Sreedhar Madhavaram (Texas Tech University, United States)
Sandra Streukens (UHasselt, Belgium)
Allard van Riel (UHasselt, Belgium)
Sandra Streukens (UHasselt, Belgium)
Allard van Riel (UHasselt, Belgium)
Location: Scarborough Ballroom 4
15:30-17:00 Session S4.1: Meet the Editors I
Brian Rutherford, Journal of Personal Selling and Sales Management
Cleopatra Veloutsou, Journal of Product and Brand Management
Jsiu Huh, Journal of Advertising
Emily Treen, Journal of Wine Research
Varsha Jain, Journal of Consumer Behavior
Sreedhar Madhavaram, AMS Review
Chair:
James Boles (UNC Greensboro, United States)
Location: Scarborough Ballroom 5
15:30-17:00 Session SP4: Special Session: Teaching Digital Marketing: Tips for Integrating Industry Resources and Creating Assignments
Chairs:
Janna Parker (James Madison University, United States)
Kevin James (University of Texas at Tyler, United States)
Jacqueline Eastman (Florida Gulf Coast University, United States)
Kevin James (University of Texas at Tyler, United States)
Jacqueline Eastman (Florida Gulf Coast University, United States)
Location: Vernon
| 15:30 | Teaching Digital Marketing: Tips for Integrating Industry Resources and Creating Assignments (abstract) |
17:00-18:00 Doctoral Consortium Reception
*Only for registered participants of the Doctoral Consortium.*
Wednesday, May 13th
View this program: with abstractssession overviewtalk overview
08:30-10:00 Session 5.1: Social and Moral Dimensions of Consumer Behavior
Chair:
Monique Matsuda dos Santos (University of Wyoming, United States)
Location: Regency Ballroom D
| 08:30 | Social Context and Balance Amount-Variety (abstract) |
| 08:45 | Reimagining Prestige: Secondhand Luxury Consumption in China (abstract) |
| 09:00 | When Appreciation Might Outweigh Offensiveness In Gift-Giving: Learnings From Four Replications On Giver-Receiver Asymmetries (abstract) |
| 09:15 | Evaluating Moral Motives in Consumption (abstract) |
08:30-10:00 Session 5.2: Live Streaming, Social Commerce, and Gifting
Chair:
Shuang Wu (Rowan University, United States)
Location: Regency Ballroom E
| 08:30 | I am Supported: The Influence of Social Network on Customers in Game Live Streaming (abstract) |
| 08:45 | From Content to Connection: Understanding Gifting Behavior in Live Streaming (abstract) |
| 09:00 | Dark Side of Social Commerce: Should Social Media Companies Be Held Liable? (abstract) |
08:30-10:00 Session 5.3: AI Adoption, Awareness, and Consumer Transformation
Chair:
Patricia Rossi (California State University San Marcos, United States)
Location: Regency Ballroom F
| 08:30 | Mapping the Landscape of Consumer AI Adoption: A TCM-ADO Guided Hybrid Review and Future Research Agenda (abstract) |
| 08:45 | From Bias to Trust: The Impact of Behavioral Awareness on Robo-Advisory Adoption (abstract) |
| 09:00 | Understanding Patient Acceptance of AI-Assisted Oncology Treatment: A Consumption Values Perspective (abstract) |
| 09:15 | Physicians, AI Diagnostic-Support Tools, and Patients: In-Consultation Use, Perceptions, and Policy Implications (abstract) |
08:30-10:00 Session 5.4: Luxury and Sensory Experience Design in Hospitality
Chair:
Laura Boman (Kennesaw State University, United States)
Location: Verelst
| 08:30 | Spirits with a Gender Twist: Understanding the Influence of Gendered Perceptions on Purchase Intentions of Cocktails (abstract) |
| 08:45 | Celebrating In Luxury: An Exploratory Look at Young Adults’ Perceptions of Luxury Fine Dining (abstract) |
| 09:00 | Olfactory Marketing in Luxury Hospitality: Exploring Customer Experiences Generated Through Intelligent Emotion-Detecting Devices (abstract) |
| 09:15 | Exploring Service Anxiety in Luxury Hospitality: A Mixed-Methods Examination of Antecedents, Mediators and Outcomes (abstract) |
08:30-10:00 Session 5.5: AI and Key Accounts: Implications for Sales Operations
Chair:
Stefanie Boyer (Bryant University, United States)
Location: Percival
| 08:30 | Rethinking Sales Organization Structure and Roles in the Age of AI (abstract) |
| 08:45 | Adaptive Selling in the AI Era: AI-Assisted Research, Messaging and Automation as B2B Sales Resources (abstract) |
| 09:00 | Selling in Uncertain Times: Do Digital Tools Support Farmers in Managing Commercial Uncertainty? (abstract) |
08:30-10:00 Session 5.6: Pathways for AI Integration in the Classroom
Chair:
Kim Bynum (Flagler College, United States)
Location: Vernon
| 08:30 | Integrating Artificial Intelligence in Higher Education: A Continuum-Based Framework (abstract) |
| 08:45 | Delight Follows Design: Hedonic Aspects of AI-Facilitated Sales Roleplay (abstract) |
| 09:00 | From Prompt to Confidence: Generative-AI Synthetic Datasets for Experiential Learning (abstract) |
| 09:15 | Trust in AI-Based Educational Technology – Exploring Student Typologies and Human-AI Relations in Conversational Pedagogical Agents (abstract) |
08:30-10:00 Session S5: JAMS Editorial Review Board Meeting
Chairs:
Charles Noble (University of Tennessee, United States)
Stephanie Noble (University of Tennessee, United States)
Stephanie Noble (University of Tennessee, United States)
Location: Plimsoll
08:30-10:00 Session SP5: 2026 AMS Special Session Scale Measurements Review 2.0: Generative AI tools Influence on Understanding the Problematic Issues and Insights in Developing and Using Scale Measures for Ensuring Data Quality and External Validity of Academic Research
Chairs:
Barry Babin (Olemiss Business School, University of Mississippi, United States)
John Ford (Old Dominion University, United States)
David Ortinau (MuMa College of Business, University of South Florida (USF) -Tampa, United States)
John Ford (Old Dominion University, United States)
David Ortinau (MuMa College of Business, University of South Florida (USF) -Tampa, United States)
Location: Scarborough Ballroom 3
| 08:30 | Special Session Scale Measurements Review 2.0: Generative AI tools influence on Understanding the Problematic Issues and Insights in Developing and Using Scale Measures for Ensuring Data Quality and External Validity of Academic Research (abstract) |
10:00-10:30 Refreshment Break
Location: Prefunction
10:30-12:00 Session 6.1: AI, Technology, and the Consumer
Chair:
Tai Anh Kieu (Ho Chi Minh City Open University, Viet Nam)
Location: Regency Ballroom D
| 10:30 | Exploring the Impact of AI-powered Personalization on Customer Engagement and Value Co-creation in Streaming Services (abstract) |
| 10:45 | Virtual Influencers and Consumer Behavior: Exploring the Role of Trust, Social Norms, and Moral Judgment (abstract) |
| 11:00 | From Stimuli to Impulse: Arousal as the Engine of TikTok Livestream Purchases (abstract) |
10:30-12:00 Session 6.2: Virtual Influencers and Synthetic Agents
Chair:
Amit Singh (Amrut Mody School of Management, Ahmedabad University, India)
Location: Regency Ballroom E
| 10:30 | Who’s Responsible? The Role of Disclosure in Shaping Responsibility Attribution and Brand Evaluations in Virtual Influencer Marketing (abstract) |
| 10:45 | The Future of Influence: How Virtual Influencers Shape Brand Attitudes and Purchase Intentions (abstract) |
| 11:00 | A Multimodal Study on Virtual Influencers and Audience Engagement (abstract) |
| 11:15 | How to Enhance Credibility of Human-Twin Chatbots: Appearance or Personality? (abstract) |
10:30-12:00 Session 6.3: Evaluating marketing tactics to increase sustainable and responsible purchases
Chair:
Teresa McCarthy (Bryant University, United States)
Location: Regency Ballroom F
| 10:30 | Recycled or Recyclable? The Role of Retail Context (abstract) |
| 10:45 | Do You Really Want to Waster Our Scarcest Resource? How and When Rhetorical Questions Influence Consumer Attitudes in Green Advertising (abstract) |
| 11:00 | Responsible Exclusivity: Ethical Gold, Generation Z, and the CSR–Luxury Paradox (abstract) |
10:30-12:00 Session 6.4: Neuroscientific approaches to understanding AI-mediated customer experience
Chair:
Marco Mandolfo (Politecnico di Milano, Italy)
Location: Verelst
| 10:30 | How Flow Experience with AI-Based Chatbots Influences Retailer Brand Image: A Neuroscientific Perspective (abstract) |
| 10:45 | That’s Not What She/He Said: The Role of Gendered Voice Assistant and Product Gender in AI-Mediated Shopping (abstract) |
| 11:00 | From Transparency to Trust: Understanding Consumer Responses to AI Chatbots in E-Commerce (abstract) |
10:30-12:00 Session 6.5: Hidden Brands and Quiet Clicks: How Shoppers Really Choose Channels
Chair:
Emma Galvan (Georgia Southern University, United States)
Location: Percival
| 10:30 | Application of Data Envelopment Analysis to Assess Channel Marketing Efficiency in 3C Brick-and-Mortar Retail Stores (abstract) |
| 10:45 | What They Don’t Know Won’t Hurt Them -An Exploration Into the World of White Label Products (abstract) |
| 11:00 | Wishlists and Their Implications in Online Retail Settings (abstract) |
| 11:15 | Effect of Influencer Marketing on Online Cart Abandonment (abstract) |
10:30-12:00 Session 6.6: Doctoral Colloquium 1
Chair:
John Ford (Old Dominion University, United States)
Location: Vernon
| 10:30 | The Devil Wears Prada…and Sells You Things You Don’t Need: Understanding the Role of Influencers in Consumers’ Purchase Motivation (abstract) |
| 10:45 | Value Creation in Higher Education: A Systematic Review and Future Research Agenda (abstract) |
| 11:00 | Typography Meets Responsibility: Exploring Communicators’ Resistance And Motivation Through The Dragons Of Inaction (abstract) |
| 11:15 | Feeling Grounded, Stay Longer: The Impact of Biophilic Design on Consumer Viewing Duration in Live Streaming E-Commerce (abstract) |
10:30-12:00 Session JSI1: JAMS SI: AI-Driven Marketing: Agents, Interfaces, and Ecosystems
Chairs:
Charles Noble (University of Tennessee, United States)
Stephanie Noble (University of Tennessee, United States)
Stephanie Noble (University of Tennessee, United States)
Location: Sloane
| 10:30 | A Deep Learning Model to Capture Self-Fulfilling Prophecies and Diverging Paths in Customer Lifetime Value Predictions (abstract) |
| 10:45 | Not Just What, But How: The Framing Effects of AI Disclosure in Marketing Content (abstract) |
| 11:00 | Creativity in the Age of AI: Navigating Principal–Agent Problems in Human–AI Co-Creation (abstract) |
| 11:15 | Turning Disappointment into Intent: Generative AI Co-Creation in Action (abstract) |
10:30-12:00 Session S6: AMS Award-Winning papers
This session will recognize winners for the following awards: Delozier Award, Fenyo Award, Hollander Award, Darden Award, and AMS Marketing Practice.
Chairs:
Kevin James (University of Texas at Tyler, United States)
Janna Parker (James Madison University, United States)
Janna Parker (James Madison University, United States)
Location: Scarborough Ballroom 3
| 10:30 | Beyond The Dealership: Exploring Lease-To-Own Payment Methods For Retail Consumers (abstract) |
| 10:45 | Bitcoin as Brand: Strategic Signaling and Authenticity in Financial Identity Construction (abstract) PRESENTER: Julie Moulard |
| 11:00 | Beyond Touch - Redefining Inclusive Digital Commerce (abstract) |
| 11:15 | Theorizing Product Abuse Using Behavioral Theories—A Mixed-Method Study (abstract) |
10:30-12:00 Session SP6.1: Special Session: The Future for AI in the Marketing Classroom
Chairs:
Mark Peterson (University of Wyoming, United States)
Rebecca Vanmeter (Ball State University, United States)
Britton Leggett (McNeese State University, United States)
Ryan Baltrip (Old Dominion University, United States)
Amanda Ledet (Louisiana State University, United States)
Rebecca Vanmeter (Ball State University, United States)
Britton Leggett (McNeese State University, United States)
Ryan Baltrip (Old Dominion University, United States)
Amanda Ledet (Louisiana State University, United States)
Location: Scarborough Ballroom 4
| 10:30 | The Future for AI in the Marketing Classroom (abstract) |
13:30-15:00 Session 7.1: Helping Others Through Caregiving, Charity, and Community
Chair:
Georgiana Craciun (Duquesne University, United States)
Location: Regency Ballroom D
| 13:30 | Giving with Eyes Open: Transparency and the Psychology of Digital Nudges (abstract) |
| 13:45 | The Coolness-Impact Dilemma in Charity Campaigns (abstract) |
| 14:00 | Bites of Relief: Caregiving, Vulnerability, and Food Choice (abstract) |
13:30-15:00 Session 7.2: Sustainability in B2B Markets
Chair:
Heiko Fischer (IÉSEG School of Management, France)
Location: Regency Ballroom E
| 13:30 | Sustainability in Business-to-Business Markets – Implications for Companies’ Marketing Strategies (abstract) |
| 13:45 | Aligning Sustainability Between First and Last Mile (abstract) |
| 14:00 | Green Credentials, Gray Reality: The Business-to-Business (B2B) Sustainability Value Paradox (abstract) |
| 14:15 | Immersive Negotiation Training Design as Empowerment for Media-Agencies in the Age of AI (abstract) |
13:30-15:00 Session 7.3: The marketing strategy: configurations, assests, and competencies
Chair:
Christine Aliyu Makama (Jacksonville University, United States)
Location: Regency Ballroom F
| 13:30 | Examining the Drivers of Design Activities: Insights from Canadian Manufacturing Industries (abstract) |
| 13:45 | Market-Based Resource Alignment: Performance Implications of Resource Reconfigurations and Combinations (abstract) |
| 14:00 | How Do M&A-Driven Changes in Market Share or Firm Size Impact Profitability: The Role of Competitive Strategies and Its Implications for Public Policy (abstract) |
13:30-15:00 Session 7.4: Doctoral Colloquium II
Chair:
John Ford (Old Dominion University, United States)
Location: Verelst
| 13:30 | Human vs. Virtual Influencers in Brand Communities: How Relational Factors Drive Value Co-Creation and Brand Psychological Ownership (abstract) |
| 13:45 | The Path of the Sales Bricoleur: The Cognitive Triad that Fuels Bricolage and The Power of Autonomy (abstract) |
| 14:00 | Contribution of Artificial Intelligence to Experimental Research: An Application in Marketing and Communication (abstract) |
| 14:15 | A Joint Survival and Longitudinal Framework for Optimizing Conversion Nudges in Freemium Environments (abstract) |
| 14:30 | Admitting Sustainability Failures: The Role of Strategic Vulnerability in Shaping Brand Attitude (abstract) |
13:30-15:00 Session 7.5: Understanding sustainable consumer behavior
Chair:
Salman Kimiagari (Thompson Rivers University, Canada)
Location: Percival
| 13:30 | Understanding the Role of Cognitive Biases in Consumer Behaviour for Sustainable Products with the Influence of Green Marketing in India: A Systematic Literature Review (abstract) |
| 13:45 | AI-driven B2B firm practices and Stakeholder Well-being (abstract) |
| 14:00 | The Burden of Recurring Consumption: Mapping Subscription Fatigue and How People Cope (abstract) |
| 14:15 | Breaking News, Breaking Diets: How Political Media Triggers Indulgent Eating (abstract) |
13:30-15:00 Session S7: Meet the Editors II
Stephanie & Charlie Noble, Journal of the Academy of Marketing Science
Leyland Pitt, Business Horizons
Manjit Yadav, Journal of Marketing
Alok Saboo, Journal of Marketings Research
Dipayan Biswas , Journal of Business Research
Ben Lowe, European Journal of Marketing
Chair:
James Boles (UNC Greensboro, United States)
Location: Scarborough Ballroom 5
13:30-15:00 Session SP7: Special Session: Neuroscientific Insights
Chairs:
Marco Mandolfo (Politecnico di Milano, Italy)
Gaia Rancati (Middle Tennessee State University, United States)
Gaia Rancati (Middle Tennessee State University, United States)
Location: Scarborough Ballroom 3
| 13:30 | Special Session on Neuroscientif Insights (abstract) |
13:30-15:00 Session SP7.1: Special Session: The New Verse of Global Marketing: Trends, Ideas, and External Forces in a Fluid World
Chairs:
Ajay Manrai (Journal of Global Marketing and University of Delaware, United States)
Dominyka Venciute (ISM University, Lithuania)
Li Huang (Hofstra University, United States)
Asha Thomas (Wroclaw University of Science and Technology, Poland)
Chompoonut Suttikun (Khon Kaen University, Thailand)
Dominyka Venciute (ISM University, Lithuania)
Li Huang (Hofstra University, United States)
Asha Thomas (Wroclaw University of Science and Technology, Poland)
Chompoonut Suttikun (Khon Kaen University, Thailand)
Location: Scarborough Ballroom 4
| 13:30 | The New Verse of Global Marketing: Trends, Ideas, and External Forces in a Fluid World (abstract) PRESENTER: Ajay Manrai |
15:00-15:30 Refreshment Break
Location: Prefunction
15:30-17:00 Session 8.1: Engagement, Privacy, and Consumer Decision-Making
Chair:
Andriele Muller (UFRGS, Brazil)
Location: Regency Ballroom D
| 15:30 | The Role of Nostalgic Snack Advertising, Social Ties, and FoMO in Chinese Consumer Engagement (abstract) |
| 15:45 | Consumer Vulnerability in the Mainstream: Default, Privacy and Consent in the Digital Age (abstract) |
| 16:00 | Every Item Tells A Story: The Role of Informational Cues in Online Second-Hand Product Listing (abstract) |
| 16:15 | Good Break: How Structured Breaks Enhance Performance on Cognitively Demanding Tasks (abstract) |
15:30-17:00 Session 8.2: Influencer Marketing for Good, CSR, and Governance
Chair:
Namita Goel (Pennsylvania State University, United States)
Location: Regency Ballroom E
| 15:30 | Defining Characteristics of Influencer Marketing Programs for the Greater Good (abstract) |
| 15:45 | Hybrid Influencer Endorsement Effectiveness In Corporate Social Responsibility Campaigns (abstract) |
| 16:00 | Roles and Effects of Authenticity and Homophily in Influencer Marketing (abstract) |
| 16:15 | How Influencers and Marketers Act Opportunistically in the 'Wild West' of Influencer Marketing (abstract) |
15:30-17:00 Session 8.3: Critical Services: Transforming Health, Education, and Organizational Ecosystems
Chair:
Stefanie Paluch (RWTH Aachen University, Germany)
Location: Regency Ballroom F
| 15:30 | The Guidance Responsibility Gap: How Consumer Agency Determines Well-being When Health Service Ecosystems Fail (abstract) |
| 15:45 | From Students to Customers: The Consumerization of AI-Enhanced Education (abstract) |
| 16:00 | Understanding how and why Empowering Leadership Fosters Team Creativity in Customer Services (abstract) |
15:30-17:00 Session 8.4: Relational and Network Dynamics in B2B Markets
Chair:
Tai Anh Kieu (Ho Chi Minh City Open University, Viet Nam)
Location: Verelst
| 15:30 | Innovation Ambidexterity and Digital Servitization in Manufacturing under Environmental Turbulence (abstract) |
| 15:45 | Employee Relationship Orientation and its impact on Entrepreneurial Orientation and Knowledge Sharing for Innovation (abstract) |
| 16:00 | Beyond Relationship Development: Network Resilience at the Dissolution Stage (abstract) |
15:30-17:00 Session 8.5: Special Session: The Writing of an Effective and Compelling Set of Response to Reviewers
Chairs:
Neel Das (Appalachian State University, United States)
Lawrence Garber Jr. (Elon University, United States)
Lawrence Garber Jr. (Elon University, United States)
Location: Percival
| 15:30 | The Writing of an Effective and Compelling Set of Response to Reviewers (abstract) |
15:30-17:00 Session 8.6: Doctoral Colloquium III
Chair:
John Ford (Old Dominion University, United States)
Location: Vernon
| 15:30 | Website Ecodesign: A Multi-Stakeholder Exploratory Study of Perceptions, Expectations, and Practices (abstract) |
| 15:45 | Beyond Chronological Age: Self-Perceived Age (SPA) and Psychographic Segmentation in Marketing (abstract) |
| 16:00 | Fewer, Better, Longer: Moral Reframing of Luxury Among Sustainability-Oriented Consumers (abstract) |
| 16:15 | When Users Aren’t Real: Toward Conceptualizing and Measuring “Fake Engagement” in Live Stream Communities (abstract) |
| 16:30 | Patient Agency in Technology‑Mediated Healthcare Services (abstract) |
15:30-17:00 Session 8.7: Brands, Identity and Authenticity
Chair:
Alberto Lopez (University of Texas at El Paso, United States)
Location: Sloane
| 15:30 | Social Movements and Identity Management in Brand Communities (abstract) |
| 15:45 | Employee-Based Brand Equity: When Employee Experiences Complement vs. Substitute Brand Value (abstract) |
| 16:00 | Intergenerational Transfer of Brand Loyalty: Analysis of Behavioral Pedigree (abstract) |
15:30-17:00 Session S8: AMSR Theory Forum
Chair:
Sreedhar Madhavaram (Texas Tech University, United States)
Location: Scarborough Ballroom 4
15:30-17:00 Session S8.1: AMS Cutco/Vector Distinguished Marketing Educator Presentation
Chair:
Barry Babin (Olemiss Business School, University of Mississippi, United States)
Location: Scarborough Ballroom 5
15:30-17:00 Session SP8: Special Session: Leveraging AMS Career Services: Inside the AMS Job Board and Academic Career Support
Chairs:
Nina Krey (Rowan University, United States)
Max Mohan (Virginia Commonwealth University, United States)
Melanie Richards (East Tennessee State University, United States)
Max Mohan (Virginia Commonwealth University, United States)
Melanie Richards (East Tennessee State University, United States)
Location: Scarborough Ballroom 3
| 15:30 | Leveraging AMS Career Services: Inside the AMS Job Board and Academic Career Support (abstract) |
17:00-18:00 Session S8.2: Sales Circle
Mark Arnold, Saint Louis University
Ben Lowe, University of Kent
Edward Nowlin, Kansas State University
Deva Rangarajan, IÉSEG School of Management
Chairs:
Ben Lowe (University of Kent, UK)
Edward Nowlin (Kansas State University, United States)
Mark Arnold (St. Louis University, United States)
Edward Nowlin (Kansas State University, United States)
Mark Arnold (St. Louis University, United States)
Location: Plimsoll
18:00-19:00 Reception
Location: Harborside Ballroom
Thursday, May 14th
View this program: with abstractssession overviewtalk overview
07:30-08:30 Doctoral Consortium Breakfast
*Only for registered participants of the Doctoral Consortium.*
08:30-10:00 Session 9.1: Social Influence and Consumer Behavioral Responses
Chair:
Samuel Sekar (Florida Institute of Technology, United States)
Location: Regency Ballroom D
| 08:30 | From Unfair Words to Negative Buzz: Experimental Evidence on Review Unfairness and eWOM (abstract) |
| 08:45 | Unintended Consequences of the United States’ FDA’s New Nutrition Facts Label on Consumer Perceptions and Food Choices (abstract) |
| 09:00 | Faith or Fifth Ave? Testing the Strength of Religiosity and Spirituality on the Likelihood of Engaging in Retail Therapy in Younger Generations (abstract) |
08:30-10:00 Session 9.2: Brand Authenticity, Trust, and Ethical Communication in the Age of AI
Chair:
Jamie Carlson (University of Newcastle, Australia)
Location: Regency Ballroom E
| 08:30 | Perceived Femvertising, Brand Authenticity, and AI Ad Discomfort: Implications for CSR Reputation and User-Generated Content (abstract) |
| 08:45 | She’s Just Like Me: Gendered Pronouns in Featured Customer Stories, Company-Customer Identification, and Perceptions of Brand Authenticity (abstract) |
| 09:00 | How The Endorser’s Facial Idealization Impacts Social Comparison Mechanisms (abstract) |
| 09:15 | Sharing Tasks, Sharing Credit: How Collaboration with Robots Shapes Human Perceptions of Equity (abstract) |
08:30-10:00 Session 9.3: Qualitative and quantitative insights into sustainable and responsible consumption patterns
Chair:
Hayden Cronk (Sheffield Hallam University, UK)
Location: Regency Ballroom F
| 08:30 | Between Values and Budgets: Gen Z Students' Justifications for Unethical Consumption (abstract) |
| 08:45 | Reimagining the Responsible Consumer: Narratives of Sustainability and Transmodern Agency (abstract) |
| 09:00 | Internet Users' Perceptions of Environmentally Friendly Websites: A Dual-Approach Exploratory Study (abstract) |
| 09:15 | Sustainable Consumption at the Margins of the Market: An Exploratory Mixed Methods Study in Resource-Limited Native American Communities (abstract) |
08:30-10:00 Session 9.4: Place-Based and Digital Tourism Marketing
Chair:
James Boles (UNC Greensboro, United States)
Location: Verelst
| 08:30 | Are Winey Websites Appealing to Potential Visitors? An Investigation Into the Importance and Performance of Marketing Tourism Experiences on Wine Websites (abstract) |
| 08:45 | Mapping Agritourism Activities in the Mid-Atlantic Region: A Content Analysis Approach (abstract) |
| 09:00 | Revisiting Identity Salience as Driver of Revisit Intent and WOM (abstract) |
08:30-10:00 Session AMSR1: AMSR Special Track - Conceptual and Theoretical Advances in Marketing I
Chairs:
Sreedhar Madhavaram (Texas Tech University, United States)
Vishag Badrinarayanan (Texas Tech University, United States)
Vishag Badrinarayanan (Texas Tech University, United States)
Location: Scarborough Ballroom 4
| 08:30 | Towards a Conceptual Framework of Dyadic Relationships in Cross-border E-commerce (abstract) |
| 08:45 | Synthetic Sincerity: Reframing Brand Authenticity in the Age of Artificial Intelligence (abstract) |
| 09:00 | The Marketplace of Brand Imperialism: Reflexive Mimicry and Consumer Aspiration (abstract) |
08:30-08:45 Session DC1: Doctoral Consortium 1
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Plimsoll
08:30-10:00 Session SP9: Special Session: Navigating Beyond Academia: Challenges Faced by International Scholars in Doctoral and Early Career Stages
Chairs:
Nina Krey (Rowan University, United States)
Jasmine Parajuli (University of Mississippi, United States)
Sabinah Wanjugu (University of Southern Indiana, United States)
Shuang Wu (Rowan University, United States)
Jasmine Parajuli (University of Mississippi, United States)
Sabinah Wanjugu (University of Southern Indiana, United States)
Shuang Wu (Rowan University, United States)
Location: Scarborough Ballroom 3
| 08:30 | Navigating Beyond Academia: Challenges Faced by International Scholars in Doctoral and Early Career Stages (abstract) |
09:00-09:50 Session DC2: Doctoral Consortium 2
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Plimsoll
10:00-10:30 Refreshment Break
Location: Prefunction
10:30-12:00 Session 10.1: Love, Hate, and Identity: Unpacking the Modern Consumer-Brand Bond
Chair:
Ereni Markos (Suffolk University, United States)
Location: Regency Ballroom D
| 10:30 | Consumer-Centric Privacy Practices: How Transparency and Control Drive Brand Privacy Reputation (abstract) |
| 10:45 | Sports Team Logos and Product Quality – Judging the Book by Its Cover (abstract) |
| 11:00 | Brand Engagement Across Cultures: Integrating Consumer Diaries and Automated Text Analysis (abstract) |
| 11:15 | Reform, ‘Reform Jersey’? A Comparative Case Study Investigating the CBBE of Two Political Brands: Reform Jersey and Reform UK (abstract) |
10:30-12:00 Session 10.2: Leadership Mindsets and Marketing Value: CEOs, CMOs, and Customer Outcomes
Chair:
Prachi Gala (Kennesaw State University, United States)
Location: Regency Ballroom E
| 10:30 | Pride, Precision, and Projection: CEO Confidence Types and Market-Based Assets (abstract) |
| 10:45 | When Universities Hire CMOs: A 12-Year Study of Marketing Leadership (abstract) |
| 11:00 | How Overconfident CEOs Influence Customer Satisfaction with Consumer Orientation Through R&D Intensity? (abstract) |
10:30-12:00 Session 10.3: The Three P of Advertising: Psychology, Persuasion, and Processing
Chair:
Ben Lowe (University of Kent, UK)
Location: Regency Ballroom F
| 10:30 | Why Some Ads Stick and Others Sting: The Interactive Effects of Memory, Moods and Consumer Involvement (abstract) |
| 10:45 | The Mindful Eye - The Role of Mindfulness in Recognizing Advertising Creativity (abstract) |
| 11:00 | The Secrets Marketing Experts Don’t Want You To Know (abstract) |
| 11:15 | Advertising Cues for New Products and their Impact upon Consumer Perceptions (abstract) |
10:30-12:00 Session 10.4: Dynamics of Service Evaluation: Tipping, Sentiment, and Retention
Chair:
Badr-Eddine Lahsini (Africa Business School, Mohammed VI Polytechnic University, Morocco)
Location: Verelst
| 10:30 | The Right Tip at The Right Time: Redefining Tip Prompts Through Construal-Level Theory (abstract) |
| 10:45 | Pre-Service Tipping and Cognitive Effort in Service Contexts (abstract) |
| 11:00 | The Signalling Attributes of Hotel Managerial Responses: Examining Response Attributes and Their Impact on Entity Sentiment Change (abstract) |
10:30-12:00 Session 10.5: Global and Local Marketing in Context: Ethics, Language, and Talent
Chair:
Candice Marti (Mississippi State University, United States)
Location: Percival
| 10:30 | Global vs. Local Brand Positioning: How Income Shapes Perceptions of Brand Ethicality (abstract) |
| 10:45 | Neologisms in Cross-Cultural Marketing and Their Effect on Consumer Evaluation (abstract) |
| 11:00 | Hunting for Digital Talent: How HR Marketing is Reinventing Growth for African SMEs (abstract) |
| 11:15 | From Strategy to Performance: The Mediating Role of Practiced Dominant Logic and Knowledge Management Competencies. (abstract) |
10:30-12:00 Session 10.6: Digital Transformation, AI, and Market Evolution in B2B
Chair:
Ahmed Almoraish (Cardiff University, UK)
Location: Vernon
| 10:30 | From Dyadic to Triadic: Characterizing Customer Experience Management in B2B2C Ecosystems Through Service-Dominant Logic (abstract) |
| 10:45 | Exploring Engagement Dynamics As Drivers And Inhibitors In Market Ecosystem Transformation (abstract) |
| 11:00 | Generative AI in B2B Marketing: Paradoxical Outcomes and Capability Conditions (abstract) |
10:30-11:30 Session DC3: Doctoral Consortium 3
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Plimsoll
10:30-12:00 Session SP10: Special Session: Crafting Shape in a Fluid World – The Intersection of Marketing and External Forces
Chairs:
Kevin James (University of Texas at Tyler, United States)
Janna Parker (James Madison University, United States)
Hyunju Shin (Kennesaw State Universirty, United States)
Janna Parker (James Madison University, United States)
Hyunju Shin (Kennesaw State Universirty, United States)
Location: Scarborough Ballroom 3
11:30-12:30 Session DC4: Doctoral Consortium 4
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Plimsoll
12:00-13:30 (Lunch on your own)
*On your own*
12:30-14:00 Session BOG: AMS Board of Governors Meeting
Chair:
Barry Babin (Olemiss Business School, University of Mississippi, United States)
Location: Regency Ballroom A
13:30-15:00 Session 11.1: Sustainable Consumer Behavior
Chair:
Marwa Gad Mohsen (United Arab Emirates University (UAEU), UAE)
Location: Regency Ballroom D
| 13:30 | Reconfiguring Time in the Marketplace: A Temporal Value Creation Framework (abstract) |
| 13:45 | Profitability of Socially Responsible Organizations: The Role of Marketing Capabilities (abstract) |
| 14:00 | Environmental Impact of Public EV Charging Stations (abstract) |
| 14:15 | Perceived Brand Sustainability (PBS): Developing a Multidimensional Scale and Analyzing Its Implications for Luxury Marketing (abstract) |
13:30-15:00 Session 11.2: Issues in Consumer Behavior 5
Chair:
Xixi Li (Butler University, United States)
Location: Regency Ballroom E
| 13:30 | Making Hand Hygiene Stick: A Theory-Led Gamification Framework for Hospitals (abstract) |
| 13:45 | User-Designed, Whether Fans or Consumers: Signaling Innovation Across Technological vs. Non-Technological Contexts (abstract) |
| 14:00 | The Personality of Subtlety: Trait-Driven Avoidance of Prominent Logos in Luxury Consumption (abstract) |
13:30-15:00 Session 11.3: The Social Side of Advertising
Chair:
Christian Arroyo (University of South Florida, United States)
Location: Regency Ballroom F
| 13:30 | How Brutal Honesty Fitness Influencers Communicate to Followers (abstract) |
| 13:45 | Communicating Quantitative Information Effectively (abstract) |
| 14:00 | My Brand is Better Than Yours: Pseudo-Ownership Advertising Appeal and Mechanisms of Oppositional Brand Loyalty (abstract) |
13:30-15:00 Session 11.4: Online Innovations in an Era of Disruption and Uncertainty
Chair:
Suzanne Makarem (Virginia Commonwealth University, United States)
Location: Verelst
| 13:30 | Overconfident Pitches, Vulnerable Investors: The Role of Financial Literacy in Crowdfunding and the Need for Consumer Protection Nudges (abstract) |
| 13:45 | Visual Complexity of Marketer-Generated Content by Food Brands: A Cross-Platform Analysis (abstract) |
| 14:00 | Privacy vs. Personalization in Healthcare Provider Responses to Online Reviews (abstract) |
| 14:15 | Increasing Financial Access through Marketing (abstract) |
13:30-15:00 Session AMSR2: AMSR Special Track - Conceptual and Theoretical Advances in Marketing II
Chairs:
Sreedhar Madhavaram (Texas Tech University, United States)
Vishag Badrinarayanan (Texas Tech University, United States)
Vishag Badrinarayanan (Texas Tech University, United States)
Location: Scarborough Ballroom 4
| 13:30 | Conceptualizing Product Recall Effectiveness (abstract) |
| 13:45 | A Process Model of Value Proposition Emergence: Collective Affordances, Complementarity, and Contextualization (abstract) |
| 14:00 | The Event-Experience-Narrative (EEN) Framework: A New Lens on Customer Affect (abstract) |
13:30-15:00 Session JSI2: JAMS SI: Transformative Marketing Strategies: Embracing the Future
Chair:
V. Kumar (Brock University, Canada)
Location: Scarborough Ballroom 5
| 13:30 | AI-Augmented Empathy: Human–Machine Synergy in Generative AI–Enabled Transformative Marketing Strategies (abstract) |
| 13:45 | Digital to Value Mindset for AI-Augmented Customer Experience (abstract) |
| 14:00 | Unlocking the Future of Pharmaceutical Marketing: A Pioneering Engine for Growth, Adaptability, and Competitive Advantage Through Advanced Analytics and Unified Measurement (abstract) |
13:30-15:00 Session SP11: Special Session: Corporate Partnerships in Marketing Education
Chairs:
Patrick Fennell (Kennesaw State University, United States)
Stefan Sleep (Kennesaw State University, United States)
Stefan Sleep (Kennesaw State University, United States)
Location: Scarborough Ballroom 3
| 13:30 | Corporate Partnerships in Marketing Education (abstract) |
14:00-15:00 Session DC5: Doctoral Consortium 5
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Plimsoll
15:00-15:30 Refreshment Break
Location: Prefunction
15:30-17:00 Session 12.1: AI, Algorithms, and Machine-Mediated Marketing
Chair:
Denitsa Dineva (Cardiff University, UK)
Location: Regency Ballroom D
| 15:30 | When the Machine Feels Real and Humans Don’t: Examining Verbal Authenticity and User Engagement on Social Media (abstract) |
| 15:45 | Not Just Who Responds, But How: Adapting Service Recovery to the Rise of AI in B2B markets (abstract) |
| 16:00 | Biased but Transparent? Investigating How Biased Recommendation Agents and Transparency Shape Consumer Behavior (abstract) |
| 16:15 | Human or AI? Investigating Gender-Based Differences in Customer Experience (abstract) |
15:30-17:00 Session 12.2: Brand Meaning, Personality, and Perception Formation
Chair:
Cleopatra Veloutsou (University of Glasgow, UK)
Location: Regency Ballroom E
| 15:30 | From Tools to Brands - How Brand Personality Shapes Loyalty in AI LLMs (abstract) |
| 15:45 | Odd Couples: Why Are Consumers Adopting Unlikely Brand Collaborations? (abstract) |
| 16:00 | When Brand Personality Meets Fashion Collection Identity—From Binary Gender to Gender-Neutral (abstract) |
15:30-17:00 Session 12.3: Immersive Technologies and Tourist Decision Making
Chair:
Graeme McLean (University of St Andrews, UK)
Location: Regency Ballroom F
| 15:30 | When Familiarity Matters: How Virtual Reality Shapes Travel Decisions for Emerging Destinations (abstract) |
| 15:45 | Exploring Tourists’ Switching Intentions to Augmented Reality Travel Applications: A Push–Pull–Mooring Perspective (abstract) |
| 16:00 | The Mediating Role of Empathy on the Relationships between Narrative Audio-Visual Exposure Prosocial Behavior (abstract) |
15:30-17:00 Session 12.4: From Shelf Signals to Sensory Richness: Navigating Retail Reality and Supplier Risk
Chair:
Tom Gruen (University of New Hampshire, United States)
Location: Verelst
| 15:30 | On-Shelf Availability, Retail Shelf Signals, and Customer Fulfillment in Retail Supply Chains (abstract) |
| 15:45 | When the Crowd Speaks and When the Money Talks: An Empirical Examination of the Commercialization of Crowdfunded Products (abstract) |
| 16:00 | Toward a Measurement of Sensory Richness: An Exploratory Approach (abstract) |
| 16:15 | Entrepreneurship in a Deceptive World: Supplier Deception and Its Impact on SMEs Perceptions of Performance, Satisfaction, and Reputation (abstract) |
15:30-17:00 Session SP12: AMSR Special Issue Workshop: Toward a Theory of Marketing Work
A Workshop intended to develop manuscripts for the AMS Review SI on "Toward a Theory of Marketing Work."
Chairs:
Barry Babin (Olemiss Business School, University of Mississippi, United States)
Kash Afshar (University of Mississippi, United States)
Kash Afshar (University of Mississippi, United States)
Location: Scarborough Ballroom 4
| 15:30 | Transaction, Exchange, and the Technology: Rethinking AI Deployment in Marketing Work (abstract) PRESENTER: Jessica Hoppner |
| 16:00 | Marketing Work in a Post-Fact Environment: A Foundational Premises Approach? (abstract) PRESENTER: Emma Galvan |
15:30-17:00 Session SP12.1: Special Session: AMS Review’s Theories of Sustainability: What’s Next?
Chairs:
Mark Peterson (University of Wyoming, United States)
Andrew Gallan (St. John Fisher University, United States)
Abhishek Nirjar (Texas Tech University, United States)
Dan Bradbury (Western Carolina University, United States)
Ignacio Osuna Soto (INALDE Business School, Universidad de La Sabana, Chía, Colombia, Colombia)
Sergio Pardo Jaramillo (INALDE Business School, Universidad de La Sabana, Chía, Colombia, Colombia)
Andrew Gallan (St. John Fisher University, United States)
Abhishek Nirjar (Texas Tech University, United States)
Dan Bradbury (Western Carolina University, United States)
Ignacio Osuna Soto (INALDE Business School, Universidad de La Sabana, Chía, Colombia, Colombia)
Sergio Pardo Jaramillo (INALDE Business School, Universidad de La Sabana, Chía, Colombia, Colombia)
Location: Scarborough Ballroom 3
| 15:30 | AMS Review’s Theories of Sustainability: What’s Next? (abstract) |
15:40-16:40 Session DC6: Doctoral Consortium 6
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Plimsoll
17:00-17:50 Session BM: Business Meeting
Chair:
Barry Babin (Olemiss Business School, University of Mississippi, United States)
Location: River Lounge
Friday, May 15th
View this program: with abstractssession overviewtalk overview
08:30-09:00 Doctoral Consortium Breakfast
*Only for registered participants of the Doctoral Consortium.*
Location: Sloane
09:00-10:30 Session DC7: Doctoral Consortium 7
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Sloane
10:30-11:00 Session DC8: Doctoral Consortium 8
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Sloane
11:00-11:30 Session DC9: Doctoral Consortium 9
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Sloane
11:30-11:50 Session DC10: Doctoral Consortium 10
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Sloane
11:50-12:00 Session DC11: Doctoral Consortium 11
*Only for registered participants of the Doctoral Consortium.*
Chairs:
Brad Carlson (Saint Louis University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
John Ford (Old Dominion University, United States)
Terri Kirchner (Old Dominion University, United States)
Location: Sloane