Announcement
2013 Winner of the Jan-Benedict E.M. Steenkamp Award for Long-Term Impact
The European Marketing Academy (EMAC) and the International Journal of Research in Marketing (IJRM) are pleased to announce the 2013 winner of the Steenkamp Award:
Rik Pieters & Luk Warlop (1999). Visual attention during brand choice: The impact of time pressure and task motivation, IJRM Vol 16(1), pages 1-16.
Abstract:
Measures derived from eye-movement data reveal that during brand choice consumers adapt to time pressure by accelerating the visual scanning sequence, by filtering information and by changing their scanning strategy. In addition, consumers with high task motivation filter brand information less and pictorial information more. Consumers under time pressure filter textual ingredient information more, and pictorial information less. The results of a conditional logit analysis reveal that the chosen brand receives significantly more intra-brand and inter-brand saccades and longer fixation durations than non-chosen brands, independent of time pressure and task motivation conditions. Implications for the theory of consumer attention and for pretesting of packaging and shelf lay-outs are discussed.
Previous winners:
2012: John R Rossiter (2002). The COARSE procedure for scale development in marketing. Vol 19(4), pp.305-335.
2011: Alexandru M. Degeratu, Arvind Rangaswamy, Jianan Wu (2000). Competitive Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. Vol 17(1), pp. 55-78.
2010: Inge Geyskens, Jan-Benedict E. M. Steenkamp, Lisa K. Scheer, Nirmalya Kumar (1996). The effects of trust and interdependence on relationship commitment: A trans-Atlantic study. Vol 13(4), 303-317.
2009: Peter S. H. Leeflan & Dick R. Wittink (1996). Competitive reaction versus consumer response: Do managers overreact? Vol. 13 (2), 1996, pp. 103-119.
From the Jury:
The committee selected “Visual Attention During Brand Choice: The Impact of Time Pressure and Task Motivation” by Rik Pieters and Luk Warlop as the recipient of the 2013 Jan-Benedict E.M. Steenkamp Award for Long Term Impact, in consideration of: (i) the high quality of the paper, reflected among others by the rigor with which its studies were designed and analyzed, (ii) the significant and early contribution the paper made to the literature that studies attention using process data such as eye tracking, (iii) the number of citations received by the paper, (iv) the number votes received by the paper from the IJRM editorial board members.
The committee congratulates the recipients with this important expression of recognition of their outstanding article.
Jury Members:
Olivier Toubia (Columbia University, USA) (chair), Simona Botti (London Business School, UK), Bas Donkers (Erasmus University Rotterdam, The Netherlands), and Roland T. Rust (University of Maryland, USA)
Selection Procedure:
A four-member Award Committee, formed by the IJRM editor and the EMAC VP of Publications, managed the nomination and selection procedure. The members of the committee do not themselves have papers that are eligible for the award.
Papers eligible for the Steenkamp Award are those published in IJRM 10 to 15 years prior to the year the award is being presented. For 2013, these are papers from 1998 to 2003. Nominations were first solicited from EMAC members and IJRM Board members. These papers, with their latest ISI and Google Scholar citations, formed the first-round ballot from which IJRM Board members voted for up to 5 papers. The ten (10) papers with the most votes then formed the shortlist for the second-round of voting in which IJRM Board members chose only one (1) paper. The award committee members then ranked the top papers that emerged as leading contenders from this final round of voting in terms of the criteria named above.
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Abstract: McDonald’s introduced a modified Chinese zodiac promotion to celebrate Chinese New Year in Singapore in 2010. Instead of the traditional 12 zodiac animals – rat, ox, tiger, rabbit, dragon, snake, horse, sheep, monkey, rooster, dog, and pig – McDonald’s replaced the pig symbol with a Cupid toy because Valentine’s Day fell on the same day as Chinese New Year in 2010 and because the restaurant’s Muslim customers do not consume pork. This paper discusses how and why ethnic groups rejected the zodiac promotion through heated discussions in the media. Following a review of literature on cultural sensitivity and hybrid cultural theories, a Foucault-based framework of discipline-ethics-performativity guided this qualitative text analysis of 97 letters in the Straits Times newspaper plus online postings on Asia One and Channel News Asia.
