The Role ofIn-Store andOnline Retailing

Factors

AnneRoggeveen, DhruvGrewal, Mariade La Paz Toldos, EvaM.Gonzlez,

AlfonsoValdez, AnaFranco, andFranciscoVillarroelOrdenes

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.

A. Roggeveen (*) D. Grewal

Babson College, Wellesley, MA, USA
M. de La Paz Toldos E.M. Gonzlez
Tecnologico de Monterrey, Campus Guadalajara, Zapopan, Mexico
A. Valdez A. Franco
Tecnolgico de Monterrey, Campus Sinaloa, Culiacn, Mexico
F.V. Ordenes
Maastricht University, Maastricht, The Netherlands

Academy of Marketing Science 2017 553

M. Stieler (ed.), Creating Marketing Magic and Innovative Future Marketing
Trends, Developments in Marketing Science: Proceedings of the Academy
of Marketing Science, DOI10.1007/978-3-319-45596-9_105
554 A. Roggeveen et al.

Maria de la Paz Toldos (PhD in Psychology, Complutense de Madrid, Spain) is

Professor of Marketing at Tecnologico de Monterrey, Campus Guadalajara in
Mexico. Her research interests are in the areas of psychology, retailing, branding,
and consumer behavior. She has won a number or awards including the formative
woman TEC Award in the category of Research in 2014, second prize in New
Investigator Award at the International Society for Research on Aggression, and
Honorific Mention at the National Research Prize by the Ministry of Education
and Culture in Spain.
Eva M.Gonzlez (PhD, University of Seville, Spain) is a researcher in Retail Group
of EGADE Business School and professor of Business and Marketing at Tecnolgico
de Monterrey. Her research interests are in the areas of retailing and shopper in emerg-
ing markets. Her work has been published in international journals such Journal of
Business Research, Journal of Retailing and Consumer Service, International Journal
of Retailing and Distribution Management, Journal of Marketing Theory and Practice,
and Journal of Consumer Marketing. She currently serves as editorial and conference
review in Latin American and International boards.
Francisco Villarroel-Ordenes is a PhD candidate at the Marketing and Supply
Chain Management department, Maastricht University. His research interests focus
on e-word of mouth, social media marketing, linguistics, and text mining. Early
publications of his PhD have appeared in Journal of Service Research and confer-
ence proceedings of Frontiers in Service Conference and EMAC.Prior to his PhD,
Francisco worked as a branding manager in export promotion agencies.
Ana Dolores Franco Valdez is currently Director of the Center for Retail Trade,
Tecnologico de Monterrey, Sinaloa. She has consulted for companies Calzzapato SA
de CV; Homex, SA de CV; and Kuroda, SA de CV and has led consulting projects for
the company Walmart Mexico; Coppel, SA de CV; Productos Chata, SA de CV C and
A Mexico, MZ Stores, Casa Ley, and OXXO Square Culiacan, among others.

 he Role ofIn-Store andOnline Retailing Factors: Special

T
Session Proposal

DhruvGrewal, Babson College, Wellesley, MA, USA

AnneL.Roggeveen, Babson College, Wellesley, MA, USA
The role of factors impacting both in-store and online retailing has been steadily
growing in importance as retailers strive to improve customer experience and
engagement. The papers in this special session investigate in-store and online fac-
tors using field studies, simulated retail laboratory studies, and online data to com-
plement traditional laboratory studies. In the first paper, The Impact of the
Congruency of a Special Display with Its Surroundings, the authors examine the
role of whether the end caps display congruent merchandise (e.g., shampoo display
was in beauty department) or not (e.g., shampoo display was in sock department)
The Role ofIn-Store andOnline Retailing Factors 555

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.

 he Impact oftheCongruency ofaSpecial Display withIts

T
Surroundings

JensNordflt, Stockholm School of Economics, Stockholm, Sweden

Anne Roggeveen, Babson College, Wellesley, MA, USA
Dhruv Grewal, Babson College, Wellesley, MA, USA
Ronnie Goodstein, Georgetown University, Washington, DC, USA

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.

 he Effects ofMusic onEmotional Response, Level

T
ofPurchase, andTime Spent inStore

Marade la Paz Toldos, Tecnologico de Monterrey, Campus Guadalajara, Zapopan,

Mexico
Eva Mara Gonzlez, Tecnologico de Monterrey, Campus Guadalajara, Zapopan,
Mexico

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.

 xploring theEffects ofIn-Store Technology onStore Image,

E
Store Value, andPurchase Intentions

AlfonsoValdez, Tecnolgico de Monterrey, Campus Sinaloa, Culiacn, Mexico

Ana Franco, Tecnolgico de Monterrey, Campus Sinaloa, Culiacn, Mexico
Dhruv Grewal, Babson College, Wellesley, MA, USA, dgrewal@babson.edu

Technology is ubiquitous in todays marketplace. For example, consumers have

mobile devices at their fingertips. Retailers have digital displays in their stores.
Retailers have become increasingly savvy in using these technologies to influence
shopper attitudes and behavior (Shankar and Balasubramanian 2009). Yet despite
the increasing use of technology to influence shopper attitudes and behavior in
retailing, there remains a research to understanding and measuring the relationship
between the effects of technology on the consumer attitudes and behavior. Grewal
etal. (2011) pointed out the need for research to further our understanding on the
effectiveness of in-store technology on consumer shopping behavior. This research
explores three technologies: electronic shelf labels (ESLs), QR codes, and Smart
Cars using RFID.This research examines how these technologies influences per-
ceptions regarding store image, store value, and purchase intentions. Three studies
were run in a retail lab equipped with these technologies.

 nalyzing Language Patterns ofVirality inSocial Media

A
Brand Communications

FranciscoVillarroelOrdenes, Maastricht University, Maastricht, The Netherlands

Dominik Mahr, Maastricht University, Maastricht, The Netherlands
The Role ofIn-Store andOnline Retailing Factors 557

Ko de Ruyter, Maastricht University, Maastricht, The Netherlands

Stephan Ludwig, University of Westminster, London, UK
Dhruv Grewal, Babson College, Wellesley, MA, USA
Martin Wetzels, Maastricht University, Maastricht, The Netherlands

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.