Refereed Journal Articles
Connors, S., Khamitov, M., Thomson, M., and Perkins, A. (2021) They’re Just Not that into You: How to Leverage Existing Consumer-Brand Relationships through Social Psychological Distance. Journal of Marketing.
Abstract While prevailing marketing practice is to encourage ever-stronger relationships between consumers and brands, such rela- tionships are rare, and many consumers are relationship-averse or content with the status quo. The authors examine how marketers can more effectively manage existing brand relationships by focusing on the psychological distance between consumers and brands in order to match close (distant) brands with concrete (abstract) language in marketing communications. Through such matching, marketers can create a beneficial mindset-congruency effect leading to more favorable evaluations and behavior, even for brands that are relatively distant to consumers. Study 1 demonstrates the basic mindset-congruency effect, and Study 2 shows that it is capable of affecting donation behaviors. Study 3 documents two brand-level factors (search vs. experience goods, brand stereotypes) that moderate this effect in managerially relevant ways. Study 4 shows that activation of the mindset-congruency effect influences consumers to spend more and that these behaviors are moderated by consumer category involvement. The authors conclude with marketing and theoretical implications
Abstract While prevailing marketing practice is to encourage ever-stronger relationships between consumers and brands, such rela- tionships are rare, and many consumers are relationship-averse or content with the status quo. The authors examine how marketers can more effectively manage existing brand relationships by focusing on the psychological distance between consumers and brands in order to match close (distant) brands with concrete (abstract) language in marketing communications. Through such matching, marketers can create a beneficial mindset-congruency effect leading to more favorable evaluations and behavior, even for brands that are relatively distant to consumers. Study 1 demonstrates the basic mindset-congruency effect, and Study 2 shows that it is capable of affecting donation behaviors. Study 3 documents two brand-level factors (search vs. experience goods, brand stereotypes) that moderate this effect in managerially relevant ways. Study 4 shows that activation of the mindset-congruency effect influences consumers to spend more and that these behaviors are moderated by consumer category involvement. The authors conclude with marketing and theoretical implications
Connors, S., Spangenberg, K., Perkins, A, and Forehand, M (2021). Health-based Weight Stereotypes in Advertising: Perpetuating Unhealthy Responses Amongst Overweight-identifiers. Journal of Advertising.
Abstract In this research, we identify health-based weight stereotypes in advertising and demonstrate that they can perpetuate unhealthy outcomes within overweight populations. We show that advertisements featuring thin models and healthy (versus unhealthy) products lead to greater product–model fit, which leads consumers to view the advertisements more favor- ably. In contrast, for advertisements featuring overweight models and unhealthy (versus healthy) products, only overweight identifiers perceive higher levels of product–model fit leading to more favorable evaluations, perpetuating unhealthy consumption behaviors. In light of this concerning finding, we develop an actionable advertising strategy that better frames advertisements featuring overweight models to increase overweight consumers’ like- lihood of purchasing healthy products.
Abstract In this research, we identify health-based weight stereotypes in advertising and demonstrate that they can perpetuate unhealthy outcomes within overweight populations. We show that advertisements featuring thin models and healthy (versus unhealthy) products lead to greater product–model fit, which leads consumers to view the advertisements more favor- ably. In contrast, for advertisements featuring overweight models and unhealthy (versus healthy) products, only overweight identifiers perceive higher levels of product–model fit leading to more favorable evaluations, perpetuating unhealthy consumption behaviors. In light of this concerning finding, we develop an actionable advertising strategy that better frames advertisements featuring overweight models to increase overweight consumers’ like- lihood of purchasing healthy products.
Connors, S., Spangenberg, K., Perkins, A, and Forehand, M. (2020). Crowdsourcing the Implicit Association Test: Limitations and Best Practices. Journal of Advertising.
Abstract Although the use of crowdsourced online panels for behavioral data collection is commonplace in media and advertising research, only recently have software advancements made it possible for researchers to easily collect implicit measures online. Motivated by the recent decline in MTurk data quality and a dearth of literature examining the use of Implicit Association Tests with crowdsourced samples, we investigate cross-sectional data from eight IAT studies conducted using various samples (Mturk, online undergraduate students, and undergraduate behavioral labs). We document relative rates of participant inattention, non-naivety, and lack of motivation between crowdsourced and traditional samples and demonstrate the ramifications of these threats to the reliability and validity of IAT results. Finally, we build on these insights to outline best practices for crowdsourcing implicit measures in advertising and media research.
Abstract Although the use of crowdsourced online panels for behavioral data collection is commonplace in media and advertising research, only recently have software advancements made it possible for researchers to easily collect implicit measures online. Motivated by the recent decline in MTurk data quality and a dearth of literature examining the use of Implicit Association Tests with crowdsourced samples, we investigate cross-sectional data from eight IAT studies conducted using various samples (Mturk, online undergraduate students, and undergraduate behavioral labs). We document relative rates of participant inattention, non-naivety, and lack of motivation between crowdsourced and traditional samples and demonstrate the ramifications of these threats to the reliability and validity of IAT results. Finally, we build on these insights to outline best practices for crowdsourcing implicit measures in advertising and media research.
Rotman, J. R., Khamitov, M., Connors, S. (2018) Lie, Cheat, and Steal: How Harmful Brands Motivate Consumers to Act Unethically, Journal of Consumer Psychology. (Order of authorship determined by random draw).
Abstract While brand punishment – through either individual or collective action – has received ample attention by consumer psychologists, absent from this literature is that such punishment can take the form of unethical actions that can occur even when the consumer is not personally harmed. Across three studies, we examine consumers’ propensity to act unethically towards a brand that they perceive to be harmful. We document that when consumers come to see brands as harmful – even in the absence of a direct, personal transgression – they can be motivated to seek retribution in the form of unethical intentions and behaviors. That is, consumers are more likely to lie, cheat, or steal to punish a harmful brand. Drawing on these findings, we advance implications for consumer psychologists and marketing practitioners and provide avenues for future research in the area.
Rotman, J. R., Khamitov, M., Connors, S. (2018) Lie, Cheat, and Steal: How Harmful Brands Motivate Consumers to Act Unethically, Journal of Consumer Psychology. (Order of authorship determined by random draw).
Abstract While brand punishment – through either individual or collective action – has received ample attention by consumer psychologists, absent from this literature is that such punishment can take the form of unethical actions that can occur even when the consumer is not personally harmed. Across three studies, we examine consumers’ propensity to act unethically towards a brand that they perceive to be harmful. We document that when consumers come to see brands as harmful – even in the absence of a direct, personal transgression – they can be motivated to seek retribution in the form of unethical intentions and behaviors. That is, consumers are more likely to lie, cheat, or steal to punish a harmful brand. Drawing on these findings, we advance implications for consumer psychologists and marketing practitioners and provide avenues for future research in the area.
Connors, S., Anderson-MacDonald, S., Thomson, M. (2017). Overcoming the ‘Window Dressing’ Effect: Mitigating the Negative Effects of Inherent Skepticism towards Corporate Social Responsibility. Journal of Business Ethics.
Abstract As more and more instances of corporate hypocrisy become public, consumers have developed an inherent general skepticism towards firms’ corporate social responsibility (CSR) claims. As CSR skepticism bears heavily on consumers’ attitudes and behavior, this paper draws from Construal Level Theory to identify how it can be pre-emptively abated. We posit that this general skepticism towards CSR leads people to adopt a low-level construal mindset when processing CSR information. Across four studies, we show that matching this low-level mindset with concrete CSR messaging works to effectively mitigate the negative effects of inherent CSR skepticism on consumers’ attitudes, purchase intentions, and word of mouth. The resulting construal-mindset congruency strengthens the favorability of consumer responses through increased positive elaboration and perceptions of CSR message credibility. Furthermore, this congruency effect is shown to persist over time in skeptical domains but to dissipate in less skeptical domains.
Connors, S., Khamitov, M., Moroz, S., Campbell, L. (2016) Time, Money, and Happiness: Does Putting a Price on Time Affect Our Ability to Smell the Roses? Journal of Experimental Social Psychology .
Abstract DeVoe and House (2012; Experiment 3) demonstrated that the process of thinking about one’s income in relation to time (i.e., as an hourly wage) affected the enjoyment that participants derived from pleasurable experiences. Participants compelled to think of “time is money” experienced more impatience and less enjoyment in reaction to listening to a pleasurable piece of music compared to participants not asked to think of time as money. These effects were attenuated when participants were financially compensated for this leisure time. This suggests that putting a price on time can influence enjoyment of leisure activities, depending on the degree to which individuals are compensated for engaging in these activities. To determine the reliability, and magnitude, of the reported effects, two preregistered high-powered close replications were conducted. These independent replication attempts, as well as the analyses on the combined sample, failed to replicate the original pattern of findings. The results of the current studies suggest that, using these operationalizations of the study variables, the interactive effects of compensation and calculation cannot be considered robust and may not consistently predict happiness or impatience.
Connors, S., Khamitov, M., Moroz, S., Campbell, L. (2016) Time, Money, and Happiness: Does Putting a Price on Time Affect Our Ability to Smell the Roses? Journal of Experimental Social Psychology .
Abstract DeVoe and House (2012; Experiment 3) demonstrated that the process of thinking about one’s income in relation to time (i.e., as an hourly wage) affected the enjoyment that participants derived from pleasurable experiences. Participants compelled to think of “time is money” experienced more impatience and less enjoyment in reaction to listening to a pleasurable piece of music compared to participants not asked to think of time as money. These effects were attenuated when participants were financially compensated for this leisure time. This suggests that putting a price on time can influence enjoyment of leisure activities, depending on the degree to which individuals are compensated for engaging in these activities. To determine the reliability, and magnitude, of the reported effects, two preregistered high-powered close replications were conducted. These independent replication attempts, as well as the analyses on the combined sample, failed to replicate the original pattern of findings. The results of the current studies suggest that, using these operationalizations of the study variables, the interactive effects of compensation and calculation cannot be considered robust and may not consistently predict happiness or impatience.
Conference Presentations
Connors, Scott, Katie Spangenberg, Andrew Perkins, and Mark Forehand (2016). Health-based Body Image Stereotypes Perpetuate Unhealthy Consumption Decisions accepted for presentation at Society for Consumer Psychology conference: San Francisco, October 2016.
Connors, Scott, Mansur Khamitov, Jeff D. Rotman, Matthew Thomson, and Andrew Perkins (2016). Consumer-Brand Relationships and Closeness to the Self: A Construal Level Perspective. Association for Consumer Research, Berlin, Germany, October 2016.
Rotman, Jeff, D., Mansur Khamitov, and Scott Connors (2016). Seeking Justice: How Harmful Brands Cause Consumers to Punish, Cheat, and Steal. Association for Consumer Research, Berlin, Germany, October 2016.
Connors, Scott, Katie Spangenberg, Andrew Perkins, and Mark Forehand (2016). How Health-based Body Image Stereotypes in Advertising Perpetuate Unhealthy Consumption Decisions Among at Risk Populations. Association for Consumer Research, Berlin, Germany, October 2016.
Connors, Scott. (2014). Consumed by Identity: The Role of Psychosocial Development in Consumption Constellations, Association for Psychological Science, San Francisco, CA.
Connors, Scott. (2013). The Role of Ego Identity Status in the Accessibility of Consumption Constellations: An Examination of the Psychosocial Development of Emerging Adults,” Society for Consumer Psychology. San Antonio, TX.
Connors, Scott, Mansur Khamitov, Jeff D. Rotman, Matthew Thomson, and Andrew Perkins (2016). Consumer-Brand Relationships and Closeness to the Self: A Construal Level Perspective. Association for Consumer Research, Berlin, Germany, October 2016.
Rotman, Jeff, D., Mansur Khamitov, and Scott Connors (2016). Seeking Justice: How Harmful Brands Cause Consumers to Punish, Cheat, and Steal. Association for Consumer Research, Berlin, Germany, October 2016.
Connors, Scott, Katie Spangenberg, Andrew Perkins, and Mark Forehand (2016). How Health-based Body Image Stereotypes in Advertising Perpetuate Unhealthy Consumption Decisions Among at Risk Populations. Association for Consumer Research, Berlin, Germany, October 2016.
Connors, Scott. (2014). Consumed by Identity: The Role of Psychosocial Development in Consumption Constellations, Association for Psychological Science, San Francisco, CA.
Connors, Scott. (2013). The Role of Ego Identity Status in the Accessibility of Consumption Constellations: An Examination of the Psychosocial Development of Emerging Adults,” Society for Consumer Psychology. San Antonio, TX.
Published Chapters
Connors, S. & Dewhirst, T. (2013). Art Series Hotels: Steal Banksy. In: M. Miskelly (Ed.), Encyclopedia of Major Marketing Strategies (pp. 25-28). Farmington Hills, MI: Gale Cengage.
Connors, S. & Dewhirst, T. (2013). Durex: Vinyl. In: M. Miskelly (Ed.), Encyclopedia of Major Marketing Strategies (pp. 129-131). Farmington Hills, MI: Gale Cengage.
Connors, S. & Dewhirst, T. (2013). Volkswagen: The bark side. In: M. Miskelly (Ed.), Encyclopedia of Major Marketing Strategies (pp. 393-396). Farmington Hills, MI: Gale Cengage.
Connors, S. & Dewhirst, T. (2013). Durex: Vinyl. In: M. Miskelly (Ed.), Encyclopedia of Major Marketing Strategies (pp. 129-131). Farmington Hills, MI: Gale Cengage.
Connors, S. & Dewhirst, T. (2013). Volkswagen: The bark side. In: M. Miskelly (Ed.), Encyclopedia of Major Marketing Strategies (pp. 393-396). Farmington Hills, MI: Gale Cengage.
Unpublished Manuscripts
Connors, S. (2013). Consumed by Identity: The Role of Psychosocial Development in the Consumption Constellations of Emerging Adults. Unpublished Master's Thesis. https://atrium.lib.uoguelph.ca/xmlui/bitstream/handle/10214/7419/Connors_Scott_201308_MSc.pdf?sequence=5