Preface. All the academic and entertainment events made up for an energising experience.

Transcription

1 Preface The 44 th Annual Conference of the Association for Consumer Research (ACR) was held at the Palmer House Hilton, Chicago, Illinois, October 3-6, This volume reports the presentations made in special sessions, competitive paper sessions, working paper session, roundtables and film festival. The conference theme was Making a Difference and was inspired by Chicago, a bold city that is constantly reinventing itself through its architecture, restaurants, arts, nightlife, and music. Our hope was to channel this vibrancy into the conference in order to allow participants to discover, or re-discover, the joy of research that makes a difference. The conference attracted over 1230 participants, 104 special session proposals (51% accepted), 484 competitive papers (43% accepted), 254 working papers (64% accepted), 7 roundtables (100% accepted) and 13 films (81% accepted). In keeping with the spirit of the conference, we introduced several inaugural events and innovations to further enhance the academic content of our program. These included: The keynote address, David & Goliath by Malcolm Gladwell. Over 1200 members attended and everyone received a complimentary copy of his newly released book The Mid-Career Mentorship Program, to connect mid-career faculty with senior mentors Perspectives Sessions, to integrate knowledge in specific research areas Workshops, to provide hands-on skills in research tools and methods Thematic organization of working papers into mini-sessions All the academic and entertainment events made up for an energising experience. We thank our generous donors, especially our schools, the Kellogg School of Management, Northwestern University,, the London Business School, UK, and the Rotman School of Management, University of Toronto,. Roger Martin, former Dean of Rotman, introduced us to Malcolm Gladwell and then flew in to open Malcom s keynote speech. Thank you so much. Also supporting us was the American Marketing Association, the Journal of Consumer Psychology, the Journal of Marketing Research, the Journal of Consumer Research, and the Marketing Science Institute, and, from industry, Qualtrics, CBSIG, Fizz, and BrandOpus. Many wonderful people worked tirelessly to help us. We thank our Program Committee, Competitive Paper Review Board Members, Competitive Paper Reviewers, Working Paper Reviewers, and Film Reviewers. Special thanks to Leonard Lee and Wendy Liu (Working Paper Chairs), Anirban Mukhopadhyay and David Wooten (Forums Chairs), Marylouise Caldwell and Paul Henry (Film Festival Chairs), Derek Rucker and Jaideep Sengupta (Doctoral Symposium Chairs), Nidhi Agrawal and Jonathan Levav (Mid-Career Mentorship Program Chairs), and Kelly Goldsmith, Tom Meyvis, Leif Nelson, Joachim Vosgerau (Entertainment Committee). David Bell, Robert Meyer, Keith Niedermeier, and Americus Reed II (Brand Inequity band members) and Ashesh Mukherjee (DJ Ash) rocked our closing gala at House of Blues. Special thanks also to ACR Executive Director Rajiv Vaidyanathan, Conference Manager Paula Rigling, website guru Aleksey Cherfas, Membership Executive Manager Praveen Aggarwal, Communication Executive Ekant Veer, administrative assistants Elisabeth Hajicek, Laura Nagle, Shira Conradi, Eliza Badoi, and Aaron Christen. Our final thank you to colleagues who advised us throughout the year and helped in countless ways, to everyone who made our program stellar by submitting their best research, and to Angela Y. Lee, President ACR 2013, for this wonderful opportunity to organize the ACR conference. Simona Botti, London Business School, UK Aparna Labroo, Northwestern University, ACR 2013 Conference Co-Chairs iii Advances in Consumer Research Volume 41, 2013

2 iv / Conference Committees & Reviewers Rashmi Adaval, Hong Kong University of Science Pankaj Aggarwal, University of Toronto, Eduardo Andrade, FGV, Rio de Janeiro, Brazil Jennifer Argo, University of Alberta, Zeynep Arsel, Concordia University, Jim Bettman, Duke University, Tonya Williams Bradford, University of Notre Dame, Barbara Briers, Tilburg University, The Katherine Burson, University of Michigan, David Crockett, University of South Carolina, Marcus Cunha Jr., University of Georgia, Darren W. Dahl, University of British Columbia, Amy N. Dalton, Hong Kong University of Science Bart De Langhe, University of Colorado, Kristin Diehl, University of Southern California, David Faro, London Business School, UK Eileen Fischer, York University, Gavan J. Fitzsimons, Duke University, David Gal, Northwestern University, Andrew D. Gershoff, University of Texas at Austin, PRESIDENT Angela Y. Lee, Northwestern University, CONFERENCE CHAIRS Simona Botti, London Business School, UK Aparna A. Labroo, Northwestern University, PROGRAM COMMITTEE Markus Giesler, York University, Joseph K. Goodman, Washington University in St. Louis, Jiewen Hong, Hong Kong University of Science and Technology, Hong Kong, China Ashlee Humphreys, Northwestern University, Iris W. Hung, National University of, Jeff Inman, University of Pittsburgh, Chris A. Janiszewski, University of Florida, Hope Jensen Schau, University of Arizona, Barbara E. Kahn, University of Pennsylvania, Frank R. Kardes, University of Cincinnati, Donald R. Lehmann, Columbia University, Selin A. Malkoc, Washington University in St. Louis, Brent McFerran, University of Michigan, Andrew Mitchell, University of Toronto, Andrea Morales, Arizona State University, Michael I. Norton, Harvard Business School, Vanessa Patrick, University of Houston, Hilke Plassmann, INSEAD, Anastasiya Pocheptsova, University of Maryland, Cait Poynor Lamberton, University of Pittsburgh, Suresh Ramanathan, Texas A&M University, Akshay Rao, University of Minnesota, Joseph P. Redden, University of Minnesota, J. Edward Russo, Cornell University, Sharon Shavitt, University of Illinois at Urbana- Champaign, Hao Shen, Chinese University of Hong Kong, Hong Kong, China John Sherry, University of Notre Dame, Joseph Simmons, University of Pennsylvania, Itamar Simonson, Stanford University, Steven Sweldens, INSEAD, Manoj Thomas, Cornell University, Carlos J. Torelli, University of Minnesota, Zakary L. Tormala, Stanford University, Gulnur Tumbat, San Francisco State University, Bram Van den Bergh, Erasmus University Rotterdam, The Stijn van Osselaer, Cornell University, Melanie Wallendorf, University of Arizona, Michelle Weinberger, Northwestern University, Katherine White, University of British Columbia, Patti Williams, University of Pennsylvania, Alison Jing Xu, University of Toronto, Marco Bertini, London Business School, UK C. Miguel Brendl, Northwestern University, Amar Cheema, University of Virginia, Amber Epp, University of Wisconsin - Madison, Nina Mazar, University of Toronto, COMPETITIVE PAPER ASSOCIATE EDITORS Steve Nowlis, Washington University in St. Louis, Michel Tuan Pham, Columbia University, Stefano Puntoni, Erasmus University Rotterdam, The FORUMS (PERSPECTIVES, ROUNDTABLES, & WORKSHOPS) CHAIRS Anirban Mukhopadhyay, Hong Kong University of Science & Technology, Hong Kong David Wooten, University of Michigan, FILM FESTIVAL CHAIRS Marylouise Caldwell, University of Sydney, Australia Paul Henry, University of Sydney, Australia WORKING PAPER CHAIRS Leonard Lee, Columbia University, Wendy Liu, University of California San Diego, DOCTORAL SYMPOSIUM CHAIRS Derek D. Rucker, Northwestern University, Jaideep Sengupta, Hong Kong University of Science & Technology, Hong Kong MID-CAREER MENTORSHIP PROGRAM CHAIRS Nidhi Agrawal, University of Washington, Jonathan Levav, Stanford University, Aric Rindfleisch, University of Illinois at Urbana- Champaign, Christian Wheeler, Stanford University,

3 Advances in Consumer Research (Volume 41) / v Kelly Goldsmith, Northwestern University, Tom Meyvis, New York University, Rajiv Vaidyanathan, University of Minnesota Duluth, Paula Rigling, Conference Planner, Texas, David Bell, University of Pennsylvania, Bob Meyer, University of Pennsylvania, Keith Niedermeier, University of Pennsylvania, Americus Reed, University of Pennsylvania, Ashesh Mukherjee, McGill University, ENTERTAINMENT COMMITTEE Leif Nelson, University of California Berkeley, SPECIAL THANKS TO Rajesh Bagchi, University of Virginia, Susan Dobscha, Reims School of Management, Naomi Mandel, Arizona State University, Antonia Mantonakis, Brock University, Sylvia Chang, Northwestern University, Aaron Christen, University of Minnesota Duluth, Joachim Vosgerau, Carnegie Mellon University, Yifan Dai, University of Toronto, Ping Dong, University of Toronto, Sam Frannssens, London Business School, UK Sharlene He, Northwestern University, Joon Kim, University of Toronto, Soraya Lambotte, ChicagoBooth, Anja Schanbacher, London Business School, UK Matteo Visentin, London Business School, UK Rohini Ahluwalia, University of Minnesota, Adam Alter, New York University, Tamar Avnet, Yeshiva University, Rajesh Bagchi, Virginia Tech, Daniel Bartels, Columbia University, Hans Baumgartner, Pennsylvania State University, Jonah Berger, University of Pennsylvania, Lauren Block, Baruch College, Merrie Brucks, University of Arizona, Sabrina Bruyneel, KU Leuven, Belgium Margaret Campbell, University of Colorado, Amitav Chakravarti, London School of Economics, UK Elaine Chan, Tilburg University, The Elise Chandon Ince, Virginia Tech, Hannah Chang, Management University, Amitava Chattopadhyay, INSEAD, Haipeng (Allan) Chen, Texas A&M University, Eunice Kim Cho, Pennsylvania State University, Alan D. Cooke, University of Florida, June Cotte, Ivey Business School, Western University, Elizabeth Cowley, University of Sydney, Australia Cynthia Cryder, Washington University in St. Louis, Xianchi Dai, Chinese University of Hong Kong, Hong Kong, China Peter Darke, York University, Siegfried Dewitte, Katholieke University Leuven, Belgium Aimee Drolet Rossi, University of California Los Angeles, David Dubois, INSEAD, Jane Ebert, Brandeis University, Rosellina Ferraro, University of Maryland, Mark R. Forehand, University of Washington, Leilei Gao, Chinese University of Hong Kong, Hong Kong, China Eric Greenleaf, New York University, Vladas Griskevicius, University of Minnesota, Rebecca Hamilton, University of Maryland, Ryan Hamilton, Emory University, Gerald Häubl, University of Alberta, Michal Herzenstein, University of Delaware, JoAndrea Hoegg, University of British Columbia, Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong, China Uma R. Karmarkar, Harvard Business School, Anat Keinan, Harvard Business School, COMPETITIVE PAPER REVIEW BOARD Uzma Khan, Stanford University, Anne-Kathrin Klesse, Tilburg University The Minjung Koo, SungKyunKwan University, Republic of Korea Thomas Kramer, University of South Carolina, Jessica Y. Y. Kwong, Chinese University of Hong Kong, Hong Kong, China Ellie Kyung, Dartmouth College, Kelly (Kiyeon) Lee, Washington University in St. Louis, Spike W. S. Lee, University of Toronto, Xiuping Li, National University of, Xuefeng Liu, University of Illinois, Tina M. Lowrey, HEC Paris, David Luna, Baruch College, Sam Maglio, University of Toronto, Michal Maimaran, Northwestern University, Alan Malter, University of Illinois at Chicago, Naomi Mandel, Arizona State University, Blake McShane, Northwestern University, Ravi Mehta, University of Illinois at Urbana- Champaign, Margaret G. Meloy, Pennsylvania State University, Joan Meyers-Levy, University of Minnesota, Arul Mishra, University of Utah, Himanshu Mishra, University of Utah, Daniel Mochon, Tulane University, Cassie Mogilner, University of Pennsylvania, Alokparna (Sonia) Monga, University of South Carolina, Ashwani Monga, University of South Carolina, Sarah G. Moore, University of Alberta, Page Moreau, University of Colorado, Vicki G. Morwitz, New York University, Jesper Nielsen, University of Arizona, Theodore Noseworthy, University of Guelph, Nailya Ordabayeva, Erasmus University Rotterdam, The Per Ostergaard, University of Southern Denmark, Denmark Julie L. Ozanne, Virginia Tech, Karen Page Winterich, Pennsylvania State University, Cait Poynor Lamberton, University of Pittsburgh, John Pracejus, University of Alberta, Rebecca Ratner, University of Maryland, Scott Rick, University of Michigan, Jason Riis, Harvard Business School, Deborah Roedder-John, University of Minnesota, Anne Roggeveen, Babson College, Aner Sela, University of Florida, Edith Shalev, Technion, Israel Stewart Shapiro, University of Delaware, Deborah A. Small, University of Pennsylvania, Robin L. Soster, University of Arkansas, Stephen Spiller, University of California Los Angeles, Joydeep Srivastava, University of Maryland, Mary Steffel, University of Cincinnati, Mita Sujan, Tulane University, Debora V. Thompson, Georgetown University, Claudia Townsend, University of Miami, Claire Tsai, University of Toronto, Mirjam Tuk, Imperial College Business School, UK Gülden Ülkümen, University of Southern California, Oleg Urminsky, University of Chicago, Ana Valenzuela, Baruch College, CUNY, / Universitat Pompeu Fabra, Spain Ekant Veer, University of Canterbury, New Nicole Verrochi Coleman, University of Pittsburgh, Kathleen D. Vohs, University of Minnesota, Monica Wadhwa, INSEAD, Rebecca Walker Naylor, Ohio State University, Echo Wen Wan, University of Hong Kong, Hong Kong, China Jing (Alice) Wang, University of Iowa, Kimberlee Weaver, Virginia Tech, Caroline Wiertz, Cass Business School, City University London, UK Keith Wilcox, Columbia University, Lawrence Williams, University of Colorado, Catherine Yeung, National University of, Yael Zemack-Rugar, Virginia Tech, Meng Zhang, Chinese University of Hong Kong, Hong Kong, China Yan Zhang, National University of, Min Zhao, University of Toronto, Chen-Bo Zhong, University of Toronto, Rongrong Zhou, Hong Kong University of Science Eathar Abdul-Ghani, Auckland University of Technology, New COMPETITIVE PAPER REVIEWERS Tanvir Ahmed, La Trobe University, Australia Hongmin Ahn, West Virginia University, Utku Akkoç, University of Alberta, David Alexander, University of St. Thomas,

4 vi / Claudio Alvarez, Boston University, Jennifer Amar, University of Paris II Pantheon Assas and University of South Brittany IREA EA 4251, Lalin Anik, Duke University, Christina I. Anthony, University of Sydney, Australia Manon Arcand, University of Quebec in Montreal, Stephen Atlas, University of Rhode Island, Sumitra Auschaitrakul, McGill University, Shahar Ayal, Interdisciplinary Center (IDC) Herzeliya, Israel Aylin Aydinli, London Business School, UK Ainsworth A Bailey, University of Toledo, Aysen Bakir, Illinois State University, Paul W. Ballantine, University of Canterbury, New Silke Bambauer-Sachse, University of Fribourg, Fleura Bardhi, Cass Business School, City University, London, UK Michelle Barnhart, Oregon State University, Wided Batat, University of Lyon 2, Julia Bayuk, University of Delaware, Jennifer Bechkoff, San Jose State University, Steven Bellman, Murdoch University, Australia Aronte Bennett, Villanova University, Jonathan Berman, University of Pennsylvania, Marco Bertini, London Business School, UK Mariam Beruchashvili, California State University Northridge, Namita Bhatnagar, University of Manitoba, Baler Bilgin, Koç University, Turkey Darron Billeter, Brigham Young University, Alessandro Biraglia, University of Leeds, UK Abhijit Biswas, Wayne State University, Dipayan Biswas, University of South Florida, Sean Blair, Northwestern University, Simon J. Blanchard, Georgetown University, Janneke Blijlevens, Swinburne University of Technology Matthias Bode, University of Southern Denmark, Denmark Benjamin Boeuf, HEC Montreal, Wendy Attaya Boland, American University, Lisa E. Bolton, Pennsylvania State University, Samuel Bond, Georgia Institute of Technology, Andrea Bonezzi, New York University, Gaël Bonnin, Reims Management School, Adilson Borges, Reims Management School, Stefania Borghini, Bocconi University, Italy Anick Bosmans, Tilburg University, The Othman Boujena, Rouen Business School, Jan Brace-Govan, Monash University, Australia S. Adam Brasel, Boston College, Rafael Bravo, University of Zaragoza, Spain Julie Edell Britton, Duke University, Anne J. Broderick, De Montfort University, UK Aaron R. Brough, Utah State University, Katja H. Brunk, ESMT European School of Management and Technology, Germany Melissa Bublitz, University of Wisonsin Oshkosh, Denise Buhrau, Stony Book University, Olya Bullard, University of Manitoba, Oliver B. Büttner, University of Vienna, Austria Yuri Cameron, LexisNexis, Norah Campbell, Trinity College Dublin, Ireland Benedetta Cappellini, Royal Holloway, University of London, UK COMPETITIVE PAPER REVIEWERS (continued) Les Carlson, University of Nebraska, Marina Carnevale, Fordham University, Stephanie Carpenter, University of Michigan, Sergio Carvalho, University of Manitoba, Cecilia Cassinger, Lund University, Sweden Iana Castro, San Diego State University, Jesse Catlin, Washington State University, Rajdeep Chakraborti, IBS, Hyderabad, India Elisa Chan, Cornell University, Eugene Y. Chan, University of Toronto, Chiu-chi Angela Chang, Central Michigan University, Connie Chang, Meiji University, Japan Hua Chang, Drexel University, Joseph W. Chang, VIU Patrali Chatterjee, Montclair State University, Subimal Chatterjee, SUNY Binghamton, Sophie Chaxel, McGill University, Bo Chen, ESSEC Business School, Fangyuan Chen, Hong Kong University of Science Rongjuan Chen, Stevens Institute of Technology, Zoey Chen, Georgia Institute of Technology, Helene Cherrier, Griffith University, Australia Sydney Chinchanachokchai, University of Wisconsin-Eau Claire, Cecile Cho, University of California Riverside, Sunmyoung Cho, Yonsei University, Republic of Korea Athinodoros Chronis, California State University, Stanislaus, HaeEun Helen Chun, Cornell University, Sunghun Chung, Desautels Faculty of Management, McGill University, Luca Cian, University of Michigan, Melissa Cinelli, University of Mississippi, Bart Claus, Iéseg School of Management, Rita Coelho do Vale, Catolica Lisbon- School of Business and Economics, Catholic University of Portugal, Portugal Catherine A. Cole, University of Iowa, Larry Compeau, Clarkson University, Jacqueline (Jax) Conard, Belmont University, Paul Connell, Stony Brook University Laurel Aynne Cook, University of Arkansas, Peter Corrigan, University of New England, Australia Carolyn Costley, University of Waikato, New Patrice Cottet, University of Reims, Elizabeth Crosby, University of Wisconsin - La Crosse, Oliver Cruz-Milán, University of Texas - Pan American, Daniele Dalli, University of Pisa, Italy Ahmad Daryanto, Lancaster University, UK Derick Davis, University of Miami, Matteo De Angelis, LUISS University, Italy Helene de Burgh-Woodman, University of Notre Dame, Australia Ilona De Hooge, Erasmus University Rotterdam, The Benet DeBerry-Spence, University of Illinois at Chicago, Céline Del Bucchia, Audencia School of Management, Benedict Dellaert, Erasmus University Rotterdam, The Yoshiko DeMotta, Fairleigh Dickinson University, Kalpesh K. Desai, SUNY Binghamton, Helene Deval, Dalhousie University, Radu-Mihai Dimitriu, Cranfield School of Management, UK Claudiu Dimofte, San Diego State University, Delphine Dion, Sorbonne Business School, Eric Dolansky, Brock University, Pierre-Yann Dolbec, York University, Karolien Driesmans, Katholieke University Leuven, Belgium Courtney M. Droms, Butler University, Katherine Duffy, University of Strathclyde, UK Jeffrey Durgee, Rensselaer Polytechnic Institute, Toni Eagar, Australian National University, Australia Jiska Eelen, University of Amsterdam, The Danit Ein-Gar, Tel Aviv University, Israel Ryan Elder, Brigham Young University, Amber Epp, University of Wisconsin - Madison, Alet C. Erasmus, University of Pretoria, South Africa Francine Espinoza Petersen, European School of Management and Technology, Germany Sina Esteky, University of Michigan, Zachary Estes, Bocconi University, Italy Jordan Etkin, Duke University, R. Adam Farmer, University of Kentucky, Alexander (Sasha) Fedorikhin, Indiana University, Reto Felix, University of Monterrey, Mexico Karen V. Fernandez, The University of Auckland, New Robert Fisher, University of Alberta, Samuel Franssens, London Business School, UK Lorraine Friend, University of Waikato, New Jeff Galak, Carnegie Mellon University, Iñigo Gallo, IESE Business School, Spain Nitika Garg, University of New South Wales, Australia Marion Garnier, SKEMA Business School, University Lille Nord de, LSMRC, Aaron Garvey, University of Kentucky, Claas Christian Germelmann, University of Bayreuth, Germany Fateme Ghadami, HEC Montreal, Justina Gineikienė, Vilnius University, Lithuania Marina Girju, DePaul University, Kelly Goldsmith, Northwestern University, Pierrick Gomez, Reims Management School and University Paris Dauphine, Dilney Gonçalves, IE Business School IE University, Spain Hector Gonzalez-Jimenez, Bradford University, UK Miranda R. Goode, Ivey Business School, Western University, Ronald Goodstein, Georgetown University, Mahesh Gopinath, Old Dominion University, Alain Goudey, Reims Management School, Stephen J. Gould, Baruch College, CUNY, Andrea Groeppel-Klein, Saarland University, Germany Bianca Grohmann, Concordia University, Nina Gros, Maastricht University, The Barbara Gross, California State University, Northridge, Haodong Gu, University of New South Wales, Australia Yangjie Gu, Tilburg University, The Abhijit Guha, Wayne State University, Veronique Guilloux, Universite Paris XII, Young Won Ha, Sogang University, Republic of Korea

5 Henrik Hagtvedt, Boston College, Elina Halonen, University of Turku, Finland Kathy Hamilton, University of Strathclyde, UK Jay Handelman, Queen s University, Haiming Hang, University of Bath, UK Richard Hanna, Northeastern University, Tracy Harmon, University of Dayton, Douglas Hausknecht, University of Akron, Kelly Haws, Vanderbilt University, Timothy B. Heath, HEC Paris, William M. Hedgcock, University of Iowa, Wibke Heidig, SRH Hochschule Berlin Andrea Hemetsberger, University of Innsbruck, Austria Kelly B. Herd, Indiana University, Joel Hietanen, Aalto University School of Economics, Finland Diogo Hildebrand, CUNY, Mark E. Hill, Montclair State University, Elizabeth Hirschman, Rutgers University, Soonkwan Hong, Michigan Technological University, Monali Hota, Lille Catholic University, Chun-Kai Tommy Hsu, Old Dominion University, Ming Hsu, University of California Berkeley, Yanliu Huang, Drexel University, Young Eun Huh, Hong Kong University of Science Yu-chen Hung, National University of, Kenneth F. Hyde, Auckland University of Technology, New Jamie D. Hyodo, Pennsylvania State University, Sajna Ibrahim, SUNY Binghamton, Yoel Inbar, Tilburg University, The Caglar Irmak, University of Georgia, Mathew S. Isaac, Seattle University, Aarti Ivanic, University of San Diego, Steffen Jahn, University of Goettingen, Germany Ahmad Jamal, Cardiff University, UK Narayan Janakiraman, University of Texas at Arlington, Claudia Jasmand, Imperial College London, UK Ana Javornik, Università della Svizzera Italiana, Rama Jayanti, Cleveland State University, Christina Jerger, Catholic University of Eichstaett- Ingolstadt, Germany He (Michael) Jia, University of Southern California, Napatsorn Jiraporn, State University of New York at New Paltz, Leslie K. John, Harvard Business School, Joshy Joseph, Indian Institute of Management Kozhikode, India Annamma Joy, UBC-Okanagan, Andrew Kaikati, Saint Louis University, Nikos Kalogeras, Maastricht University, The Arti Kalro, Shailesh J Mehta School of Management, Indian Institute of Technology Bombay, India Bernadette Kamleitner, Vienna University of Economics and Business, Austria Sommer Kapitan, University of Texas at San Antonio, Carol Kaufman-Scarborough, Rutgers University, Katie Kelting, University of Arkansas, Pelin Kesebir, University of Colorado at Colorado Springs, Sajid Khan, American University of Sharjah, UAE COMPETITIVE PAPER REVIEWERS (continued) Adwait Khare, University of Texas at Arlington, Blair Kidwell, Ohio State University, Hae Joo Kim, Wilfrid Laurier University, JeeHye Christine Kim, INSEAD, Moon-Yong Kim, Hankuk University of Foreign Studies, Republic of Korea Sara Kim, University of Hong Kong, Hong Kong, China Yeuseung Kim, DePaul University, Youngseon Kim, Central Connecticut State University, Tracey King Schaller, Georgia Gwinnett College, Eva Kipnis, Coventry Business School, UK Colleen Kirk, Mount Saint Mary College, Nadav Klein, University of Chicago, Rob Kleine, Ohio Northern University, Ingeborg Kleppe, Norwegian School of Economics, Norway Bruno Kocher, HEC Lausanne, Nicole Koenig-Lewis, Swansea University, School of Business and Economics, UK Joerg Koenigstorfer, Technische Universität München, Germany Florian Kohlbacher, German Institute for Japanese Studies (DIJ), Tokyo, Japan Monika Koller, University of Innsbruck, Austria Gachoucha Kretz, ISC Paris School of Management, Robert Kreuzbauer, Nanyang Business School, H. Shanker Krishnan, Indiana University, Ann Kronrod, Michigan State University, Monika Kukar-Kinney, University of Richmond, Atul Kulkarni, University of Missouri, Sushant Kumar, Indian Institute of Management, Lucknow, India Hsiao-Ching Kuo, University of South Florida, Dae Hee Kwak, University of Michigan, Caroline Lacroix, University of Quebec in Montreal, Raphaëlle Lambert-Pandraud, ESCP Europe, Jan R. Landwehr, Goethe University Frankfurt, Germany Sandra Laporte, HEC Montréal, John Lastovicka, Arizona State University, Robert Latimer, New York University, Kathryn LaTour, Cornell University, Kong Cheen Lau, Marketing Institute of, Tommi Laukkanen, University of Eastern Finland, Finland Jaehoon Lee, University of Houston at Clear Lake, Seung Hwan (Mark) Lee, Colorado State University, Nikki Lee-Wingate, Fairfield University, Jing Lei, University of Melbourne, Australia Gail Leizerovici, Ivey Business School, Western University, Marijke C. Leliveld, University of Groningen, The Siew Meng Leong, National University of, Ada Leung, Penn State Berks, Eric Levy, University of Cambridge, UK Sidney Levy, University of Arizona, En Li, Central Queensland University, Australia Eric Li, University of British Columbia, Ye Li, University of California Riverside, Jianping Liang, Sun Yat-sen University, China Advances in Consumer Research (Volume 41) / vii Maria Lichrou, University of Limerick, Ireland Theo Lieven, University of St. Gallen, Lily Lin, California State University Los Angeles, Andrew Lindridge, The Open University Business School, UK Marc Linzmajer, Zeppelin University, Germany Peggy Liu, Duke University, Richie Liu, Washington State University, Wendy Liu, University of California San Diego, Yuanyuan Liu, ESSEC Business School, Sara Loughran Dommer, Georgia Institute of Technology, Katherine Loveland, HEC Montreal, Fang-Chi Lu, University of Iowa, Michael Luchs, The College of William and Mary, Marius K. Luedicke, Cass Business School, City University London, UK Renaud Lunardo, Bordeaux School of Management, Robert Madrigal, University of Oregon, Adriana Madzharov, Baruch College, Natalia Maehle, Institute for Research in Economics and Business Administration, Norway Virginie Maille, SKEMA Business School, Kelley Main, University of Manitoba, Vincent Mak, University of Cambridge, UK Igor Makienko, University of Nevada at Reno, Prashant Malaviya, Georgetown University, Anne-Flore Maman Larraufie, SémioConsult, Italy Danielle Mantovani, Federal University of Parana, Brazil Ingrid M. Martin, California State University, Long Beach, Ted Matherly, Oklahoma State University, Daniele Mathras, Arizona State University, Anil Mathur, Hofstra University, Pragya Mathur, Baruch College, Gunnar Mau, University of Siegen, Germany J. Mark Mayer, Indiana University, Michael McCarthy, Miami University, Joanne McNeish, Ryerson University, Tom Meyvis, New York University, Tomasz Miaskiewicz, University of Colorado, Katherine L. Milkman, University of Pennsylvania, Elizabeth Miller, Universiy of Massachusetts Amherst, Dong-Jun Min, University of Georgia, Hyun Jeong Min, Black Hills State University, Yuko Minowa, Long Island University, Mauricio Mittelman, Universidad Torcuato Di Tella, Argentina Praggyan Mohanty, Governors State University, Risto Moisio, California State University, Long Beach, Nicole Montgomery, McIntire School of Commerce, University of Virginia Sangkil Moon, University of North Carolina at Charlotte, Elizabeth Moore, University of Notre Dame, Emily Moscato, Virginia Tech, Jill Mosteller, Portland State University, Mehdi Mourali, University of Calgary, James Mourey, DePaul University, Ashesh Mukherjee, McGill University, Nira Munichor, Hebrew University of Jerusalem, Israel Kyle B. Murray, University of Alberta, Anish Nagpal, University of Melbourne, Australia

6 viii / Vanisha Narsey, University of Auckland, New Leif D. Nelson, University of California Berkeley, Gergana Y. Nenkov, Boston College, Marcelo V. Nepomuceno, ESCP Europe, Sharon Ng Sok Ling, Nanyang Business School, Leonardo Nicolao, Texas Christian University, Valeria Noguti, University of Technology Sydney, Australia Nathan Novemsky, Yale University, Krittinee Nuttavuthisit, Chulalongkorn University, Thailand Douglas Olsen, Arizona State University, Lars Erling Olsen, Oslo School of Management, Norway Massimiliano Ostinelli, University of Wisconsin - Milwaukee, Laura Oswald, Marketing Semiotics Inc., Cele C. Otnes, University of Illinois at Urbana- Champaign, Nacima Ourahmoune, Reims Management School, Timucin Ozcan, Southern Illinois University Edwardsville, Stefano Pace, Kedge Business School, Grant Packard, Wilfrid Laurier University, Neeru Paharia, Georgetown University, Mario Pandelaere, Ghent University, Belgium Jun Pang, Renmin University of China, China Gabriele Paolacci, Erasmus University Rotterdam, The Jungkun Park, University of Houston, Jeffrey Parker, Georgia State University, Kirsten Passyn, Salisbury University, Yupin Patarapongsant, SASIN: Chulalongkorn University, Thailand Suppakron Pattaratanakun, University of Cambridge, UK Alessandro Peluso, University of Salento, Italy Adrian Peretz, Oslo School of Management, Norway Maria Eugenia Perez, Tecnologico de Monterrey, Mexico Andrew W. Perkins, Ivey Business School, Western University, Paula Peter, San Diego State University, Ivana Petrovic, University of Belgrade, Serbia Bruce E. Pfeiffer, University of New Hampshire, Barbara J. Phillips, University of Saskatchewan, Diane M. Phillips, Saint Joseph s University, Doreen Pick, Freie Universitaet Berlin, Germany Marta Pizzetti, Università della Svizzera Italiana, Jeffrey Podoshen, Franklin and Marshall College, T. Andrew Poehlman, Southern Methodist University, Morgan Poor, University of San Diego, Monica Popa, Edwards School of Business, University of Saskatchewan, Sanne Poulsen, University of Otago, New Keiko Powers, MarketShare, Chloe Preece, King s College London, UK Girish Punj, University of Connecticut, Stefano Puntoni, Erasmus University Rotterdam, The Marina Puzakova, Oregon State University, Martin Pyle, Ryerson University Pingping Qiu, Monash University, Australia Raj Raghunathan, University of Texas at Austin, COMPETITIVE PAPER REVIEWERS (continued) Priyali Rajagopal, University of South Carolina, Sekar Raju, Iowa State University, Brian Ratchford, University of Texas at Dallas, S. Ratneshwar, University of Missouri, Martin Reimann, University of Arizona, Nicholas Reinholtz, Columbia University, Nancy Ridgway, University of Richmond, Shannon Rinaldo, Texas Tech University, Diego Rinallo, Euromed Management, Marseille, Torsten Ringberg, Copenhagen Business School, Denmark Scott Roberts, University of the Incarnate Word, Joseph F. Rocereto, Monmouth University, Joonas Rokka, Rouen Business School, Marisabel Romero, University of South Florida, Randall Rose, University of South Carolina, Sara Rosengren, Stockholm School of Economics, Sweden William T. Ross Jr., University of Connecticut, Rajat Roy, Curtin University, Australia Himadri Roy Chaudhuri, Institute of Rural Management Anand/IMI-Kolkata, India Cristel Antonia Russell, American University, Ayalla Ruvio, Michigan State University, Aaron M. Sackett, University of St. Thomas, Ritesh Saini, University of Texas at Arlington, Laura Salciuviene, Lancaster University, UK Anthony Salerno, University of Miami, Mukunthan Santhanakrishnan, Idaho State University, Gaby Schellekens, Radboud University Nijmegen, The Sharon Schembri, University of Texas - Pan American, Ann E. Schlosser, University of Washington, Hanna Schramm-Klein, University of Siegen, Germany Jonathan Schroeder, Rochester Institute of Technology, Heather Schulz, University of Nebraska at Kearney, Janet Schwartz, Tulane University, Irene Scopelliti, Cass Business School, City University London, UK Maura Scott, Florida State University, Barbara Seegebarth, Technische Universität Braunschweig, Germany Anne-Laure Sellier, HEC Paris, Rania W. Semaan, American University of Sharjah, UAE Julio Sevilla, University of Georgia, Eesha Sharma, Dartmouth College, Gurvinder Singh Shergill, Massey University, New Suzanne Shu, University of California Los Angeles, Shakeel Siddiqui, Dublin City University, Ireland Lawrence Silver, Southeastern Oklahoma State University, David H. Silvera, University of Texas at San Antonio, Bonnie Simpson, Ivey Business School, Western University, Anu Sivaraman, University of Delaware, Hendrik Slabbinck, Ghent University, Belgium Laura Smarandescu, Iowa State University, Kristen Smirnov, University of Alberta, Edith G. Smit, University of Amsterdam, The Michael Smith, Temple University, Robert Smith, Ohio State University, Tatiana Sokolova, HEC Paris, Young-A Song, University of Texas at Austin, Gerri Spassova, Monash University, Australia Lara Spiteri Cornish, University of Coventry, UK Ashley Stadler Blank, Pennsylvania State University, Antonios Stamatogiannakis, IE Business School IE University, Spain Laurel Steinfield, University of Oxford, UK Yael Steinhart, Tel Aviv University, Israel Sascha Steinmann, University of Siegen, Germany Andrew T. Stephen, University of Pittsburgh, Brian Sternthal, Northwestern University, Jason Stornelli, University of Michigan, Yuliya Strizhakova, Rutgers University, Harish Sujan, Tulane University, Ajay Sukhdial, Oklahoma State University, Chris Summers, Ohio State University, Aparna Sundar, University of Cincinnati, Jill Sundie, University of Texas at San Antonio, Magne Supphellen, Norwegian School of Economics, Norway Abigail B. Sussman, University of Chicago, Courtney Szocs, University of South Florida, Stephen Tagg, Department of Marketing, University of Strathclyde, UK Babak Taheri, University of Durham, UK Leona Tam, University of Wollongong, Australia Chenying (Claire) Tang, Arizona State University, Felix Tang, Hang Seng Management College, China Berna Tari Kasnakoglu, TOBB University of Economics and Technology, Turkey David Taylor, Sacred Heart University, Maneesh Thakkar, Radford University, Tandy Chalmers Thomas, Queen s University, Veronica Thomas, Towson University, Julie Tinson, University of Stirling, Scotland, UK Andrea Tonner, University of Strathclyde, UK Rebecca K. Trump, Loyola University, Yanping Tu, University of Chicago, Meltem Ture, Skema Business School, Darach Turley, Dublin City University, Ireland Rajiv Vaidyanathan, University of Minnesota Duluth, Beth Vallen, Fordham University, Ann Veeck, Western Michigan University, Ricardo Teixeira Veiga, UFMG, Brazil Alladi Venkatesh, University of California Irvine, Meera Venkatraman, Suffolk University, Julian Vieceli, Swinburne University of Technology, Australia Valter Vieira, UC Irvine, Luca M. Visconti, ESCP Europe, Matteo Visentin, London Business School, UK Nanda Viswanathan, Delaware State University, Peter Voyer, University of Windsor, Carla Walter, Universite de Savoie, Fang Wan, University of Manitoba, Chen Wang, University of British Columbia, Lili Wang, Zhejiang University, China Paul Wang, University of Technology, Sydney, Australia Ze Wang, University of Central Florida, Ziwei Wang, Guanghua School of Management, Peking University, China Caleb Warren, Texas A&M University, Cynthia Webster, Macquarie University, Australia Clare Weeden, University of Brighton, UK Fei L. Weisstein, University of Texas - Pan American,

7 Jodie Whelan, Ivey Business School, Western University, Tiffany White, University of Illinois at Urbana- Champaign, William Wilkie, University of Notre Dame, Elanor Williams, University of California San Diego, Markus Wohlfeil, Norwich Business School, University of East Anglia, UK Eugenia Wu, University of Pittsburgh, Jiayun (Gavin) Wu, Savannah State University, Lan Xia, Bentley University, Na Xiao, University of Akron, Guang-Xin Xie, University of Massachusetts Boston, COMPETITIVE PAPER REVIEWERS (continued) Richard Yalch, Foster School, University of Washington, Chun-Ming Yang, Ming Chuan University, Taiwan Haiyang Yang, Johns Hopkins University Lifeng Yang, University of Mississippi, Linyun Yang, University of North Carolina, Charlotte, Sybil Yang, San Francisco State University, Zhiyong Yang, University of Texas at Arlington, Lilly Ye, Frostburg State University, Mark Yi-Cheon Yim, Canisius College, Shaofeng Yuan, Liaoning Technical University, China Ozge Yucel-Aybat, Pennsylvania State University- Harrisburg, Mujde Yuksel, University of Massachusetts, Advances in Consumer Research (Volume 41) / ix Charles Zhang, Boston College, Dan Zhang, City University of New York, Jiao Zhang, University of Miami, Kuangjie Zhang, INSEAD, Ying Zhang, University of Texas at Austin, Yuhuang Zheng, Tsinghua University, China Meng Zhu, Johns Hopkins University, Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China Mohammadali Zolfagharian, University of Texas - Pan American, Rami Zwick, University of California Riverside, Ajay Abraham, University of Maryland, Utku Akkoç, University of Alberta, Ezgi Akpinar, Erasmus University Rotterdam, The Satoshi Akutsu, Hitotsubashi University, Japan Thomas Allard, University of British Columbia, Claudio Alvarez, Boston University, Nelson Amaral, University of Minnesota, Mikael Andéhn, Haas Berkeley, Demetra Andrews, IU Northwest, Susan Andrzejewski, Franklin & Marshall College, Lalin Anik, Duke University, Catherine Armstrong Soule, University of Oregon, Sumitra Auschaitrakul, McGill University, Tamar Avnet, Yeshiva University, Aylin Aydinli, London Business School, UK Sohyun Bae, Nanyang Business School, Laurie Balbo, Groupe Sup de Co Montpellier Business School, Ishani Banerji, Georgetown University, Victor Barger, University of Wisconsin - Whitewater, Ernest Baskin, Yale University, Johannes C. Bauer, University of St.Gallen, Nina Belei, Radboud University Nijmegen, The Silvia Bellezza, Harvard Business School, Alessandro Biraglia, University of Leeds, UK Maria Blekher, New York University Benjamin Boeuf, HEC Montreal, Jan Brace-Govan, Monash University, Australia Eva Buechel, University of Miami, Denise Buhrau, Stony Book University, Olya Bullard, University of Manitoba, Marina Carnevale, Fordham University, Stephanie Carpenter, University of Michigan, Lisa Cavanaugh, University of Southern California, Rajdeep Chakraborti, IBS, Hyderabad, India Eugene Y. Chan, University of Toronto, Chia-Jung Chang, Chaoyang University of Technology, China Swagato Chatterjee, IIM Bangalore, India Suzanne Chehayeb Makarem, Virginia Commonwealth University, Charlene Chen, Columbia University, Yu-Jen Chen, Lingnan University, Hong Kong, China Zoey Chen, Georgia Institute of Technology, Sunmyoung Cho, Yonsei University, Republic of Korea WORKING PAPER REVIEWERS Yoon-Na Cho, Villanova University, Melissa Cinelli, University of Mississippi, Catherine A. Cole, University of Iowa, Scott Connors, Ivey School of Business, Western University Laurel Aynne Cook, University of Arkansas, Yann Cornil, INSEAD, Diego Costa Pinto, Reims Management School, Sokiente Dagogo-Jack, University of Washington, Stephan Dahl, University of Hull, UK Marlon Dalmoro, Federal University of Rio Grande do Sul, Brazil Prakash Das, University of Calgary, Scott W. Davis, Texas A&M University, Benet DeBerry-Spence, University of Illinois at Chicago, Esta Denton, Northwestern University, Shibiao Ding, Ghent University, Belgium Pierre-Yann Dolbec, York University, Courtney M. Droms, Butler University, Lea H. Dunn, University of British Columbia, Hristina Dzhogleva, University of Pittsburgh, Jacqueline Eastman, Georgia Southern University, Sina Esteky, University of Michigan, Ioannis Evangelidis, Erasmus University Rotterdam, The Tatiana Fajardo, University of Miami, Ali Faraji-Rad, Columbia University, Kris Floyd, University of Texas at Arlington, Huachao Gao, University of Texas at San Antonio, Marion Garnier, SKEMA Business School, University Lille Nord de, LSMRC, Alvina Gillani, Cardiff University, UK Marina Girju, DePaul University, Marilyn Giroux, Concordia University, Mahesh Gopinath, Old Dominion University, Alain Goudey, Reims Management School, Stephen J. Gould, Baruch College, CUNY, Elina Halonen, University of Turku, Finland Anne Hamby, Virginia Tech, Sidney Su Han, University of Guelph, Tracy Harmon, University of Dayton, Johannes Hattula, University of St. Gallen, Kelly B. Herd, Indiana University, Ernest Hoffman, University of Akron, Chun-Kai Tommy Hsu, Old Dominion University, Miao Hu, Northwestern University, Sajna Ibrahim, SUNY Binghamton, Veronika Ilyuk, Baruch College, Mazen Jaber, Saginaw Valley State University, Catherine Janssen, IESEG School of Management, Anna Jansson Vredeveld, University of Connecticut, Ana Javornik, Università della Svizzera Italiana, Jennifer Jeffrey, Ivey Business School, Western University, Ying Jiang, University of Ontario Institute of Technology, Inga Jonaityte, Ca Foscari University of Venice, Italy Jae Min Jung, California State Polytechnic University, Minah H. Jung, University of California Berkeley, Nikos Kalogeras, Maastricht University, The Sommer Kapitan, University of Texas at San Antonio, Selcan Kara, University of Connecticut, Elizabeth Keenan, University of California San Diego, Aekyoung (Amy) Kim, University of Texas at San Antonio, Eunjin Kim, University of Missouri, James Kim, University of Maryland, JeeHye Christine Kim, INSEAD, Jeffrey Kim, SKKU, Republic of Korea Jongmin Kim, Management University, Moon-Yong Kim, Hankuk University of Foreign Studies, Republic of Korea Tom Kim, University of Maryland, Yeuseung Kim, DePaul University, Youngseon Kim, Central Connecticut State University, Colleen Kirk, Mount Saint Mary College, Nadav Klein, University of Chicago, Maria Kniazeva, University of San Diego, Leslie Koppenhafer, University of Oregon, Isabella Maria Kopton, Zeppelin University, Germany Ben Kozary, University of Newcastle, Australia Alexander J. Kull, University of South Florida, JaeHwan Kwon, University of Iowa, Mina Kwon, University of Illinois, Robert Latimer, New York University,

8 x / Jaehoon Lee, University of Houston at Clear Lake, Sae Rom Lee, Pennsylvania State University, Yun Lee, Virginia State University, Marijke C. Leliveld, University of Groningen, The Christophe Lembregts, Ghent University, Belgium Sara Leroi-Werelds, Hasselt University En Li, Central Queensland University, Australia Eric Li, University of British Columbia, Yuanrui Li, George Washington University Jianping Liang, Sun Yat-sen University, China Chien-Wei (Wilson) Lin, SUNY Binghamton, MengHsien (Jenny) Lin, Iowa State University, Tyrha M. Lindsey, Rutgers University, Marc Linzmajer, Zeppelin University, Germany Monika Lisjak, Erasmus University Rotterdam, The Fan Liu, University of Central Florida, Peggy Liu, Duke University, Richie Liu, Washington State University, Lauren Louie, University of California Irvine, Jingjing Ma, Northwestern University, Weixing Ma, University of Houston, Andre Maciel, University of Arizona, Adriana Madzharov, Baruch College, Virginie Maille, SKEMA Business School, Igor Makienko, University of Nevada at Reno, Annelies Marechal, Ghent University, Belgium Lorraine M. Martinez-Novoa, University of North Carolina, Chrissy Martins, Iona College, Gunnar Mau, University of Siegen, Germany Frank May, University of South Carolina, J. Mark Mayer, Indiana University, James Mead, University of Kentucky, Hillary Mellema, Kent State University, Philippe Merigot, INSEEC Paris, Elizabeth Minton, University of Oregon, Mauricio Mittelman, Universidad Torcuato Di Tella, Argentina Gaelle Moal-Ulvoas, Business School, Alice Moon, University of California Berkeley, Nora Moran, Virginia Tech, Emily Moscato, Virginia Tech, Dilip Mutum, Coventry University Business School, UK Jae-Eun Namkoong, The University of Texas at Austin, Gia Nardini, University of Florida, Vanisha Narsey, University of Auckland, New Elina Närvänen, University of Tampere, Finland Marcelo V. Nepomuceno, ESCP Europe, Kevin Newman, University of Arizona, Ed O Brien, University of Michigan, WORKING PAPER REVIEWERS (continued) Lale Okyay-Ata, Koç University, Turkey Jenny Olson, University of Michigan, Ashley Otto, University of Cincinnati, Jessica Outlaw, University of California San Diego, Timucin Ozcan, Southern Illinois University Edwardsville, Hyun Young Park, China Europe International Business School, China Joowon Park, Cornell University, Jooyoung Park, University of Iowa, Suppakron Pattaratanakun, University of Cambridge, UK Adrian Peretz, Oslo School of Management, Norway Paula Peter, San Diego State University, Nguyen Pham, Arizona State University, Matthew Philp, Queen s University, Meghan Pierce, Pontificia Universidad Católica de Chile, Chile Dante M. Pirouz, Ivey Business School, Western University, T. Andrew Poehlman, Southern Methodist University, Alexandra Polyakova, Bocconi University, Italy Monica Popa, Edwards School of Business, University of Saskatchewan, Deidre Popovich, Emory University, Keiko Powers, MarketShare, Simon Quaschning, Ghent University, Belgium Ashley Rae, University of Texas at San Antonio, Tracy Rank-Christman, Rutgers University, Brian Ratchford, University of Texas at Dallas, Suzanne Rath, Queens University, Nicole Robitaille, University of Toronto, Scott Roeder, University of California Berkeley, Spencer Ross, UMass-Amherst, Caroline Roux, Northwestern University, Melanie Rudd, University of Houston, Cecilia Ruvalcaba, University of California Irvine, Silvia Saccardo, University of California San Diego, Christina Saenger, University of Tennessee at Martin, Stefanie Salmon, Utrecht University, The Minita Sanghvi, University of North Carolina, Greensboro, Jennifer Savary, Yale University, Dan R. Schley, Ohio State University, Juliana Schroeder, University of Chicago, Rania W. Semaan, American University of Sharjah, UAE Avni Shah, Duke University, Daniel Sheehan, Georgia Institute of Technology, Laura Smarandescu, Iowa State University, Kristen Smirnov, University of Alberta, Sandra D. Smith, University of Auckland, New Kamila Sobol, Concordia University, Young-A Song, University of Texas at Austin, Stephen Spiller, University of California Los Angeles, Ashley Stadler Blank, Pennsylvania State University, Jason Stornelli, University of Michigan, Harish Sujan, Tulane University, Chris Summers, Ohio State University, Yixia Sun, Chinese University of Hong Kong, Hong Kong, China Katie Swanson, Manchester Business School, The University of Manchester Courtney Szocs, University of South Florida, Babak Taheri, University of Durham, UK Amandeep Takhar, University of Bedfordshire, UK Chenying (Claire) Tang, Arizona State University, Ali Tezer, Concordia University, Kevin Thomas, University of Texas at Austin, Ding Tian, University of Alberta, Andrea Tonner, University of Strathclyde, UK Ke (Christy) Tu, University of Alberta, Beth Vallen, Fordham University, Peter Voyer, University of Windsor, Monica Wadhwa, INSEAD, Fang Wan, University of Manitoba, Jing Wan, University of Toronto, ShihChing Wang, Temple University, Tingting Wang, Hong Kong University of Science Elizabeth Webb, University of California Los Angeles, Christian Weibel, University of Bern, Liad Weiss, University of Wisconsin - Madison, Andrew White, Arizona State University, Tifani Wiyanto, Queensland University of Technology, Australia Yi-Chia Wu, University of Texas - Pan American, Adelle Xue Yang, University of Chicago, Chun-Ming Yang, Ming Chuan University, Taiwan Lifeng Yang, University of Mississippi, Mark Yi-Cheon Yim, Canisius College, Sunyee Yoon, University of Wisconsin - Madison, Ozge Yucel-Aybat, Pennsylvania State University- Harrisburg, Meng Zhu, Johns Hopkins University, Gaël Bonnin, Reims Management School, Norah Campbell, Trinity College Dublin, Ireland Carolyn Costley, University of Waikato, New Lorraine Friend, University of Waikato, New Kathy Hamilton, University of Strathclyde, UK Tracy Harmon, University of Dayton, Joel Hietanen, Aalto University School of Economics, Finland FILM FESTIVAL REVIEWERS Ingeborg Kleppe, Norwegian School of Economics, Norway Maria Kniazeva, University of San Diego, Ada Leung, Penn State Berks, Eric Li, University of British Columbia, Laura Oswald, Marketing Semiotics Inc., Maria Eugenia Perez, Tecnologico de Monterrey, Mexico Paula Peter, San Diego State University, Diego Rinallo, Euromed Management, Marseille, Joonas Rokka, Rouen Business School, Sharon Schembri, University of Texas - Pan American, John Sherry, University of Notre Dame, Shakeel Siddiqui, Dublin City University, Ireland Gulnur Tumbat, San Francisco State University, Ekant Veer, University of Canterbury, New Cynthia Webster, Macquarie University, Australia Markus Wohlfeil, Norwich Business School, University of East Anglia, UK