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Speaker Biographies
Dhruv Grewal (PhD, Virginia Tech) is the Toyota Chair in Commerce and
Electronic Business and a Professor of Marketing at Babson College. His research
and teaching interests focus on direct marketing/e-business, retailing, global mar-
keting, pricing, and value-based marketing strategies. He has published over 100
articles in journals such as Journal of Retailing, Journal of Marketing, Journal of
Consumer Research, Journal of Marketing Research, and Journal of the Academy
of Marketing Science, as well as other journals. He currently serves on numerous
editorial review boards.
Anne Roggeveen (PhD, Columbia University) is Professor of Marketing at Babson
College and Honorary Visiting Professor of Retailing and Marketing at the Center
for Retailing, Stockholm School of Economics. Her research interests are in the
areas of pricing and retailing. Her research has been widely published including in
the Journal of Marketing Research, Journal of Consumer Research, Journal of
Consumer Psychology, Journal of the Academy of Marketing Science, and Journal
of Retailing. She has won a number of awards for her research and teaching.
and the moderating impact of the price of the displayed item. In the second paper,
The Effects of Music on Emotional Response, Level of Purchase and Time Spent
in Store, the authors report the results of a field study examining the role of music
volume and the vocal language. In the third paper, Exploring the Effects of In-Store
Technology on Store Image, Store Value and Purchase Intentions, the authors
report the results of three experiments conducted in a simulated retail lab that exam-
ined the role of electronic shelf labels (ESLs), QR codes, and Smart Carts using
RFID technology. The final paper, Analyzing Language Patterns of Virality in
Social Media Brand Communications, uses 1-year longitudinal dataset of 14,000
brand tweets across eight Fortune 100 brands to examine virality (assessed using
retweets). These four papers highlight the importance of using field data to study
how retailers are interacting with their customers to enhance engagement.
In store displays are a common tool used by retailers to attract attention to a specific
item. This research investigates how the location of the special display impacts
consumer response. Specifically, we investigate whether the item is displayed with
congruent items (e.g., shampoo display was in beauty department) or with incon-
gruent items (e.g., shampoo display was in sock department) and the moderating
impact of the price of the displayed item. Results from two large field experiments
reveal that for expensive items, sales are enhanced when the item is displayed with
congruent items. For inexpensive items, sales are enhanced when the item is dis-
played with incongruent items.
Because music is easy to control and modify, music is a well-studied retail element
(Spence etal. 2014). Music can affect consumer behavior in retail environments and
556 A. Roggeveen et al.
consumers emotional states (Jain and Bagdare 2011). In-store music can generate
the certain moods in consumers (Kellaris and Kent 1992), influence the perception
of time (Kellaris and Kent 1992), and impact evaluations of the store (Dube and
Morin 2001). Music can vary along many parameters or elements, for example,
volume, tempo, pith, and texture, and can be combined to create different atmo-
spheres (Bruner 1990). Despite the large number of studies testing the individual
effects of these elements on consumer emotions and behavior, little consideration
has been given to the interaction effects between them (e.g., Baker etal. 2002;
Sweeney and Wyber 2002). Considering these issues, a field study in an apparel
store was conducted to test the effects of two music elements; structural (volume)
and affective (language) on consumers emotional states (arousal and pleasure) and
behavioral responses (level of purchase and time in store). This research extends
previous research by understanding more about how store music influences shop-
pers emotional states and shopping behavior.
As Facebook and Twitter platforms have been turning into effective channels for
peer-to-peer content marketing distribution, a growing number of consumers believe
they are spammed by social media content and are expected to get into a content
shock (NYTimes.com 2014). To sustain customer content sharing (virality), man-
agers often use varying word choices of content (e.g., positive emotion words) and
arousal (e.g., awesome vs. good), together with interactivity pairs, such as videos
and/or pictures. However, research on speech acts indicates that not only word
choices but overall message intentions may inherently drive different reactions from
customers. By theorizing on speech acts, we suggest that brand posts in social media
can be classified as varying marketing intentions, where directive language (e.g.,
act quick, last days of discount) can lead to spreading online content more widely
than assertions (e.g., last days of discount) or emotional expressions (e.g., best
days of discount). Particularly, by using support vector machines and regular
expressions codes, we identify speech acts and rhetorical figures in brand posts and
then assess their differential impacts on virality indicators such as retweet counts.
Based on an empirical assessment of a 1-year longitudinal dataset of 14,000 brand
tweets across eight Fortune 100 brands, our research contributes to the literature on
virality by extending the understanding on how varying marketing intentions affect
content sharing behaviors. Furthermore, we extend findings in advertising research
by demonstrating the persuasive effects of rhetorical repetitions in online brand
communications. For marketing managers, we provide an actionable framework to
organize social media content suggesting tactics about what, how, and when social
media content should be posted.