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2011 AMA Winter Educators’ Conference: Marketing Theory and by Raji Srinivasan, Leigh McAlister

By Raji Srinivasan, Leigh McAlister

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Additional info for 2011 AMA Winter Educators’ Conference: Marketing Theory and Applications

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Little effort, however, has been devoted to addressing how selfconcepts play a role in relation to the consumption of symbols or images. Moreover, few researchers compare the value-expressive aspect of consumption with the utilitarian aspect (Aaker 1999). Thus, our goal was to understand how people respond to different personalityrelated ad appeals in the context of value-expressive consumption when primed with different self-concepts. Our study contrasted the prominent personality concepts of conformity and individualism (see Markus and Kitayama 1991).

Ca 26 American Marketing Association / Winter 2011 BRANDING IRON: ORGANIC CERTIFICATION? EXPLORING THE IMPACT OF ORGANIC LABELED BRANDS ON CONSUMER BEHAVIOR Daniela B. Schäfer, University of Basel, Switzerland Daniel Heinrich, University of Mannheim, Germany Hans H. , Baker et al. 2004; Michaelidou and Hassan 2008). Many countries show annual growth rates of the organic food “industry” of up to 30 percent (Essoussi and Zahaf 2008; Krystallis and Chryssochoidis 2005). Nowadays, the USA, Europe, and Australia even number this industry among the most promising ones (Baker et al.

The financial performance benefits from innovation depend on the customer’s assessment of the added value of the innovation and the degree to which the innovation can be imitated by competitors. The value that radical innovation offers is likely to be greater and more apparent to customers than incremental innovation (Sorescu, Chandy, and Prabhu 2003). In addition, American Marketing Association / Winter 2011 incremental innovations are easier to imitate (Sorescu, Chandy, and Prabhu 2003). Radical innovations can create lead-time advantages because they require competitors to learn to catch up (Henricks 1998).

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