th marketing dynamics conference (mdc) july 6-9, 2016 ... · allocating marketing resources under...
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Agenda 13th Marketing Dynamics Conference, U Hamburg 1
13th
Marketing Dynamics Conference (MDC)
July 6-9, 2016 * University of Hamburg
Wednesday July 6
18.00-20.00 Welcome Reception (Venue: Esplanade 36)
Thu – Sat Overview July 7-9
Time Thursday
PhD Tracks Friday
Tracks 1 & 2 Saturday
Tracks 3 & 4
8.30 TA1 TA2 FA1 FA2 SA3 SA4
10.00 Coffee Break
10.30 TB1 TB2 FB1 FB2 SB3 SB4
12.00 Lunch
13.00 TC1 TC2 FC1 FC2 SC3 SC4
14.30 Coffee Break
15.00 TD1 TD2 FD1 FD2 SD3
15:30 Guided City Tour (Walk)
16.30 Coffee Break
17.00- 17.45-
TE2 FE1 FE2
19:00 Conference BBQ (Side Hotel)
19:30 Gala Dinner River Cruise
Agenda 13th Marketing Dynamics Conference, U Hamburg 2
Thursday, July 7
# PhD Track 1
Prasad Naik (Track Chair)
and members of the MDC Advisory Board & Program Committee
TA1 08.30 – 10.00 Purchase Behavior Dynamics
Tracking Customer Purchase Behavior Using Control Charts Holtrop (RU Groningen), Wierenga (RU Groningen)
A Customer’s Mobile Self-Scanning Use and Its Effect On Trip Purchase Behavior Vuegen (KU Leuven), ter Braak (KU Leuven), Lamey (KU Leuven), Ailawadi (Dartmouth U)
TB1 10.30 – 12.00 Online Advertising Dynamics
The Role of Ad Properties in Display Ads’ Effectiveness Leweling (U Muenster), Gensler (U Muenster), Wiesel (U Muenster)
Online Behavioral Advertising, Informed Consent, and Consumer Opt-out: Evidence from Retargeted Ads Eiting (TU Braunschweig), Woisetschläger (TU Braunschweig)
TC1 13.00 – 14.30 Advertising & Social Media Dynamics
Driving Demand by Managing Network Structure and Network Communication Huppertz (U Hamburg), Heitmann (U Hamburg), Stahl (U Mannheim)
Window-dressing: Optimizing the Brand Communication Strategy in TV Advertising Becker (U Cologne), Reinartz (U Cologne), Bruce (UT Dallas)
Agenda 13th Marketing Dynamics Conference, U Hamburg 3
Thursday, July 7
# PhD Track 1 (cont’d)
TD1 15.00 – 16.30 Public Policy Dynamics
Evaluating the Role of Income on the Impact of Fat Taxes: A Dynamic Structural Model of Snack Consumption Mullick (ESSEC), Glady (ESSEC)
Values, Voters, and their Brands Pavlov (U Washington), Mizik (U Washington)
Agenda 13th Marketing Dynamics Conference, U Hamburg 4
Thursday, July 7
# PhD Track 2
Harald van Heerde (Track Chair)
and members of the MDC Advisory Board & Program Committee
TA2 08.30 – 10.00 Macroeconomic Dynamics
Coming Out of a Recession - Investigating the (Persistent) Consequences of an Economic Downturn on Consumer Shopping Behavior Eisenbeiss (U Bremen), Reinartz (U Cologne), Scholdra (U Bremen), Wichmann (U Cologne)
Consumer Brand Choice over Time in Emerging Markets: An Exploratory Study Ewijk (Tilburg U), Gijsbrechts (Tilburg U), Steenkamp (U North Carolina)
TB2 10.30 – 12.00 Macroeconomic & Stock Market Dynamics
Satisfaction and the Economy: How Consumers’ Macroeconomic Outlook Affects Their Satisfaction with Offerings Moon (U Florida), Mitra (U Florida)
Volatility Spillovers Across User-Generated Content and Stock Market Performance Van Dieijen (Erasmus U), Borah (U Washington), Tellis (U Southern California), Franses (Erasmus U)
TC2 13.00 – 14.30 Choice Dynamics
Modeling Gift Choice: the Effect of Uncertainty on Price Sensitivity Van der Lans (Hong Kong UST), Wang (Hong Kong UST)
Licensing and Price Competition in Tied-Goods Markets: An Application to the Single-serve Coffee System Industry Chintagunta (U Chicago), Qin (U Minnesota), Vitorino (U Minnesota)
Agenda 13th Marketing Dynamics Conference, U Hamburg 5
Thursday, July 7
# PhD Track 2 (cont’d)
TD2 15.00 – 16.30 Retailing Dynamics
Manufacturers becoming Retailers: The Impact of Online Direct-to-Consumer Sales on Retailer Performance Van Combrugge (KU Leuven), Breugelmans (KU Leuven), Cleeren (KU Leuven)
Opening the Umbrella: Assessing the Performance Implications of Major Private-Label Rebrandings Keller (Tilburg U), Geyskens (Tilburg U), Dekimpe (Tilburg U)
TE2 17.00 – 17.45 Innovation Dynamics
Innovation Cloning: Assessing the Impact of Innovation Copycats on Original Pioneer Sales Nohe (Tilburg U), Deleersnyder (Tilburg U), ter Braak (KU Leuven)
Social Program:
19:00 - 23:00 BBQ SIDE Hotel Skylounge Drehbahn 49, 20354 Hamburg phone: +49 40 30 99 90
Agenda 13th Marketing Dynamics Conference, U Hamburg 6
Friday, July 8
# Track 1
FA1 08.30 – 10.00 WOM Dynamics (I)
Talk Bursts: The Role of Spikes in Pre-release Word-of-Mouth Dynamics Gelper (U Eindhoven), Peres (Hebrew U), Eliashberg (U Pennsylvania)
Changing Their Tune: How Consumers' Adoption of Online Streaming Affects Music Consumption and Discovery Datta (Tilburg U), Knox (Tilburg U), Bronnenberg (Tilburg U)
FB1 10.30 – 12.00 WOM Dynamics (II)
Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns Chae (INSEAD), Stephen (U Oxford), Bart (Northeastern U), Yao (NU Singapur)
Giving and Receiving Word-of-Mouth: Evidence from Emerging Markets Bahadir (Özyegin U), Pauwels (Özyegin U)
FC1 13.00 – 14.30 Mobile Dynamics
Mobile Shopping: More Impulse Purchases in a Higher-Friction Market Chen (Tsinghua U), Wu (Tsinghua U)
Customer Valuation and Segmentation in Mobile Social Networks Kim (CU Hong Kong), Rao (Cornell U)
FD1 15.00 – 16.30 Customer Dynamics
Creating Customer Engagement via Mobile Apps: How App Usage Drives Purchase Behavior Dinner (U North Carolina), van Heerde (Massey U), Neslin (Dartmouth)
Is it How You Start How You Finish? Customer Return Rate Evolution in Online Retailing El Kihal (U Frankfurt), Erdem (New York U), Schulze (Frankfurt SoF), Skiera (U Frankfurt)
Agenda 13th Marketing Dynamics Conference, U Hamburg 7
Friday, July 8
# Track 1 (cont’d)
FE1 17.00 – 18.30 Advertising Dynamics
When the Whole can be Less than the Sum of its Parts: the Complexity of Multimedia Effects Kolsarici (Queens U), Vakratsas (McGill U)
Keeping Online Ads Compelling - the Effects of Ad Creation and Ad-Carrying Website on Display Ad Effectiveness Lobschat (RU Groningen), Bruce (UT Dallas), Rao (UT Dallas), Holtrop (RU Groningen)
Agenda 13th Marketing Dynamics Conference, U Hamburg 8
Friday, July 8
# Track 2
FA2 08.30 – 10.00 Value Dynamics
Predicting Consumer-Based Brand Equity with Google Trends Stahl (U Mannheim), Dekimpe (Tilburg U), Ailawadi (Dartmouth U)
Value of Search Aggregators Akca (U Zurich), Rao (U Chicago)
FB2 10.30 – 12.00 Demand Dynamics
Demand Dynamics in the “Rental-by-Mail” Business Model Kumar (Yale U), Sun (U Colorado)
Optimal Product Versioning Strategy in Durable Goods Markets: The Case of the U.S. Video Game Industry Ishihara (New York U), Liu (New York U), Rietveld (Erasmus U)
FC2 13.00 – 14.30 Pricing Dynamics
An Empirical Test of Price Theories in the Market for Seasonal Goods Soysal (UT Dallas), Chintagunta (U Chicago)
The Dynamic Effects of Prices Paid in Salesperson-mediated Transactions: Evidence From a Business-to-Business Market Bruno (U Cologne), Dutta (U Southern California), Zhang (U Southern California)
FD2 15.00 – 16.30 Retailing Dynamics
Global Private Label Convergence: fact or fiction? Gielens (U North Carolina), Dekimpe (Tilburg U), Mukherjee (SMU Singapur), Tuli (SMU Singapur)
Seller Location and Online Shopping Seller Location and Online shopping: It’s more than gravity that attracts Chintagunta (U Chicago), Chu (NU Singapur)
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Friday, July 8
# Track 2 (cont’d)
FE2 17.00 – 18.30 Learning in Deals & Primaries
Learning in the U.S. Presidential Primaries Borkovsky (U Toronto), Ching (U Toronto), Roos (Erasmus U)
Learning in Daily Deals with Dirichlet Prior Hu (CU Hong Kong), Dang (CU Hong Kong), Chintagunta (U Chicago)
Social Program:
19:30 – 23:00 Gala Dinner Harbor Cruise Elbreederei Abicht “MS Fantasia” Landungsbrücken, Brücke 10 phone: +49 40 31 78 22 15
Agenda 13th Marketing Dynamics Conference, U Hamburg 10
Saturday, July 9
# Track 3
SA3 08.30 – 10.00 Digital Content Dynamics
The Effect of Links and Excerpts on Internet News Consumption Roos (Erasmus U), Mela (Duke U), Shachar (IDC Israel)
Digital Content Variety and Customer Subscription Behavior Chintagunta (U Chicago), Draganska (Drexel U), Knox (Tilburg U)
SB3 10.30 – 12.00 Review Dynamics
The First Review Effect Park (U Florida) Shin (U Florida), Xie (U Florida)
The Pattern of Product Reviews Schoenemueller (Columbia U), Netzer (Columbia U), Stahl (U Mannheim)
SC3 13.00 – 14.30 Choice Dynamics (I)
Modeling Moment-to-Moment Utility Accumulation and Brand Choice on Comparison Websites using Eye Tracking Martinovici (Tilburg U), Pieters (Tilburg U), van der Lans (HK UST), Wedel (U Maryland)
Gaussian Process Dynamic Choice Models Dew (Columbia U), Ansari (Columbia U), Li (CKGSB Hong Kong)
SD3 15.00 – 15.45 Choice Dynamics (II)
Model-Based Project Discovery Jacobs (Erasmus U), Donkers (Erasmus U), Fok (Erasmus U)
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Saturday, July 9
# Track 4
SA4 08.30 – 10.00 Attribution Dynamics
Delusion in Attribution: Caveats in Attributing Purchases to Multimedia Exposures van Heerde (Massey U), Danaher (Monash U)
The Consideration Process: Insights from Modeling Clickstream Data Rangaswamy (Penn State), Ringel, Skiera (U Frankfurt), Zhang (Penn State)
SB4 10.30 – 12.00 Touch Point & Resource Dynamics
Uncovering Characteristic Paths to Purchase of Consumers Song (Boston U), Sahoo (Boston U), Srinivasan (Boston U), Dellarocas (Boston U)
Allocating Marketing Resources under Model Uncertainty Rubel (U California Davis), Naik (U California Davis)
SC4 13.00 – 14.30 Social Media Dynamics in Politics
Drivers of social media engagement in case of oppositional loyalty: An analysis of the 2016 US presidential primaries Kübler (Ozyegin U), Pauwels (Ozyegin U)
Social Media Influence on Voter Demand in the U.S Presidential Primaries: How Much Do Political Elites Really Shape Early Primary Public Opinion? Albuquerque (INSEAD), Lovett (U Rochester), Peress (Stony Brook U), Vidal Berastain (U Rochester)
Social Program:
15:30 – 17:00 Guided City Tour (Walk)
Sightseeing Kontor
Meeting Point: Stephansplatz 10, 20354 Hamburg
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Advisory Board and Program Committee Members
Paulo Albuquerque Associate Professor INSEAD, France
Ashwin Aravindakshan Associate Professor Univ. of California Davis, USA
Norris I. Bruce Associate Professor Univ. of Texas at Dallas, USA
Yubo Chen Associate Dean & Full Professor Tsinghua University, Peking, China
Katrijn Gielens Associate Professor Univ. of North Carolina, USA
Els Gijsbrechts Full Professor Tilburg University, NL
Raghuram Iyengar Associate Professor Wharton, U. of Pennsylvania, USA
Ceren Kolsarici Associate Professor Queens University, Kanada
Prasad Naik Full Professor of Management Univ. of California Davis, USA
Oded Netzer Associate Professor Columbia University, NY, USA
Koen Pauwels Full Professor Özyegin University, Turkey
Kay Peters Full Professor Univ. of Hamburg, Germany
Oliver Rutz Associate Professor Univ. of Washington, Seattle, USA
Hari Sridhar Associate Professor Penn State Univ., USA
S. Sriram Associate Professor Univ. of Michigan, USA
J.B. Steenkamp Knox Massey Distinguished Professor Univ. of North Carolina, USA
Andrew Stephen Full Professor Oxford University, UK
Demetrios Vakratsas Associate Professor McGill University, Kanada
Ralf van der Lans Associate Professor HKUST, Hong Kong, China
Harald van Heerde Full Professor Massey University, New Zealand
Host Committee Members at University of Hamburg:
Kay Peters (Chair), Michel Clement, Karen Gedenk, Mark Heitmann, Henrik Sattler