Track 2: Technology & Society
Rom Schrift (Indiana University)

2D. Context Effects in Technology

Friday, March 4
4:30pm – 6:00pm EST
Discussant: Aner Sela (University of Florida)
MC: Sang Kyu Park (Hong Kong University of Science and Technology)
Calendar Invite: Add to calendar
Student Coordinator: Jeffrey Kang (Cornell University) (jk2832@cornell.edu)

Competitive Papers

The Impact of Relative Pricing and Recommendations on Consumers’ Trust and Choice
Authors: KyuRee Kim (Kelley School of Business, Indiana University), Rom Schrift (Kelley School of Business, Indiana University)
Presenting Author: KyuRee Kim (Kelley School of Business, Indiana University)
Seven studies explore the interplay between relative pricing and recommendations, and their impact on consumers’ trust and choice. We find that when the recommended option happens to be the most expensive option in the set, consumers’ trust decreases. Accordingly, the effectiveness of a recommendation decreases when it is targeting the more expensive option in the set. Integrating costly signaling theory, we show that adding a more expensive decoy option increases consumers’ trust and the likelihood of following the recommendation. Validating consumers’ trust as the underlying mechanism, the effect attenuates when the recommendation is coming from a reliable and independent source and is moderated by consumers’ innate tendency to be skeptical about general marketing claims.
Context Matters – Even with Virtual Objects: Perception of Object Proximity and Ownership in Augmented Reality
Authors: David Finken (University of Lucerne), Reto Hofstetter (University of Lucerne), Aradhna Krishna (University of Michigan), Florian von Wangenheim (Swiss Federal Institute of Technology (ETH))
Presenting Author: David Finken (University of Lucerne)
We investigate how product presentation in augmented reality influences product construal and perceived ownership. We argue AR reduces psychological distance (i.e., increases perceived proximity) to a product (compared to 2D or 3D presentations), increasing perceived ownership. Incongruent usage context dampens this effect: AR only increases ownership for products in congruent (vs. incongruent) usage contexts, which we explain as a function of AR’s reciprocal alignment of reality and virtuality. Five experiments conducted on mobile devices across multiple products provide evidence for this. Our results imply firms are well-advised to find ways to encourage consumers to use AR, specifically in right contexts.
Automation Experience Inhibits Prosocial Behavior: The Mediating Role of Perceived Social Connectedness
Authors: Xiaoyan (Jenny) Liu (Southwestern University of Finance and Economics), Chi Hoang (ESCP Business School), Sharon Ng (Nanyang Business School, Nanyang Technological University)
Presenting Author: Xiaoyan (Jenny) Liu (Southwestern University of Finance and Economics)
As technology involves, autonomous facilities such as self-service kiosks, smart shopping carts, and service robots, are widely adopted by retailers and service firms. Past literature in this field has mainly focused on factors that impact consumers' acceptance and/or use of autonomous technologies, while very limited research attention has paid to potential social consequences of automation deployment in various consumption and service contexts. In this work, we conduct six studies to show that automation exposure inhibits consumers’ prosocial behaviors, across different types of automation technologies, real and intentional prosocial behaviors, and different populations (US, Singapore, China). We further demonstrate lower perceived social connectedness induced by automation exposure drives this effect. However, such inhibiting effect is attenuated (1) when reminding consumers about their existing social connections; (2) when social connection is perceived undesirable; or (3) when social distancing is required during the pandemic.
Google Effects on Perceived Knowledge and Cognitive Self-Esteem
Authors: Adrian Ward (University of Texas)
Presenting Author: Adrian Ward (University of Texas)
In the current Digital Age, consumers are constantly connected to online information. Eight experiments (n = 1,917) provide evidence that when people use Google to access information, they mistakenly attribute the Internet’s “knowledge” to themselves. They report significantly higher evaluations of their own ability to process and remember information, and predict that they will do significantly better on subsequent tests of general knowledge, even without access to the Internet. At times, people even forget that they have “Googled” at all; they claim that answers found online were produced entirely from their own memory.

Flash Talks

The Position Effect of Embedded Advertisements in Digital Videos: A Paradox for Video Content Creators and Advertisers
Authors: Yunzhijun Yu (Simon Fraser University), Yushi Song (Harbin Institute of Technology), Yue Cao (Harbin Institute of Technology), Guoxin Li (Harbin Institute of Technology)
Presenting Author: Yunzhijun Yu (Simon Fraser University)
Prior research offers mixed evidence when it comes to an understanding of an embedded advertisement’s psychological impacts on viewers’ video streaming experience. In this experiment, we showed that the position of the embedded advertisement’s appearance in a video impacted viewers’ attitudes toward the advertisement as well as the original video content. Viewers indicated the highest attitude toward the ad when it appeared at the beginning (vs. in the middle/at the end) of a video. Surprisingly, viewers’ attitude toward the original video was the lowest when an embedded ad appeared at the beginning (vs. in the middle/at the end). This position effect suggested a paradox: advertisers benefit the most when their advertisement is embedded at the beginning of a video – the exact same location that content creators may want to avoid so that their viewers may enjoy their content better.
Love at First Touch: How Swiping vs. Typing Changes Online Dating Decision-Making
Authors: Farhana Nusrat (Drexel University), Yanliu Huang (Drexel University), Cait Lamberton (University of Pennsylvania)
Presenting Author: Farhana Nusrat (Drexel University)
In this study, we examine how the use of different devices (computers vs. smartphones) influences customers’ online dating decision-making process. Our findings demonstrate that when using their computers (vs. smartphones), customers give greater priority to the inner attributes of a potential dating partner. We further show that customers’ gender moderates this effect.

Posters

Digital Technology Changes Cognition without Necessarily Worsening It
Authors: Lorenzo Cecutti (University of Toronto), Anthony Chemero (University of Cincinnati), Spike Lee (University of Toronto)
Presenting Author: Lorenzo Cecutti (University of Toronto)
A growing concern in popular media and scientific discourse is that digital technology worsens cognitive abilities. Specifically, smartphone use is often depicted as leading to poorer memory, attention, and executive functioning. We critically review relevant findings and find no clear evidence for any lasting detrimental effects. Furthermore, by adopting a functionalist theoretical perspective, whereby thought is in service of action, we present evidence that technology shapes cognitive processes, sometimes positively. In the extended abstract, we summarize our account of how technology changes predominant modes of cognition without necessarily worsening it.
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