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Rebecca HamiltonREBECCA HAMILTON is the Michael G. and Robin Psaros Chair in Business Administration, Professor of Marketing and Marketing Area Coordinator at Georgetown University’s McDonough School of Business. She received her PhD from the MIT Sloan School of Management in 2000 and was on the faculty at the University of Maryland’s Robert H. Smith School of Business from 2000-2014. Professor Hamilton’s research examines the effects of contextual factors – such as the social environment, stage of decision making and presentation format – on consumer decision making. Her research has been published in journals such as the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Harvard Business Review. She received the Erin Anderson Award for an Emerging Female Scholar and Mentor in 2011 and was recognized by the Marketing Science Institute as a Young Scholar in 2007. She is currently Co-Editor of the Journal of Marketing Research, Associate Editor for the Journal of the Academy of Marketing Science, and serves on the Editorial Review Boards of the International Journal of Research in Marketing, Journal of Interactive Marketing, and Journal of Marketing. She also serves on the Academic Council for the American Marketing Association. Professor Hamilton enjoys teaching consumer behavior classes to undergraduate, MBA and executive MBA students.


Robots Rising: How Humanoid Robots Influence Consumers’ Service Experiences and Food Consumption.

Interactions between consumers and humanoid service robots (i.e., robots with a human-like morphology such as a face, arms, and legs) will soon be part of routine marketplace experiences. It is not clear whether these humanoid robots (relative to human employees) will trigger positive or negative consequences for consumers and companies. Six experimental studies reveal that consumers report lower assessments of the server when their food is served by a humanoid service robot than by a human server, but their food consumption increases. In this investigation of the underlying process driving these effects, the authors propose and find that humanoid service robots put consumers in a state of discomfort (e.g., eeriness), in which they perceive a threat to their human identity, which results in greater food intake. Moreover, the negative effects that humanoid service robots elicit are mitigated when the focal food is perceived as more natural (i.e., is organic vs. non-organic), consumer-perceived social belonging is high, and consumers have a greater propensity to anthropomorphize technology.

Brief Bio
Martin Mende (PhD, Arizona State University) is an Associate Professor of Marketing at Florida State University. His research focuses on relationship marketing, transformative service research, and marketing strategy and has appeared in the Journal of Marketing Research, Journal of Service Research, Journal of Public Policy & Marketing, Marketing Letters, and Journal of Business Research. Prior to attending Arizona State University, Martin earned a Doctoral Degree (summa cum laude) in Services Management from Catholic University of Eichstaett-Ingolstadt, Germany.

Martin serves as an Area Editor for the Journal of the Academy of Marketing Science. He also serves on the Editorial Review Boards for the Journal of Service Research and the Journal of Business Research. Martin is a Board Member (Program Officer) for the AMA Services SIG (SERVSIG) and as a Research Faculty for ASU’s Center for Services Leadership. His research has won first place in the Fisher IMS & AMA Services SIG Dissertation Proposal Competition, and was a finalist for the Journal of Service Research Best Article Award. In addition, his research has won a Marketing Science Institute Grant and an ACR Transformative Consumer Research Grant.

Martin has taught Marketing Strategy, Services Marketing, and Marketing Management. He enjoys travelling, fitness, and playing with his dog.

Email : mmende@fsu.edu


Maura L. Scott
The Fixed Unit Effect in Food Consumption: When Size Does Not Matter but Number of Units Does.

We introduce the fixed-unit effect (FUE), which posits that consumers eat invariant food unit quantities, regardless of whether the units are larger or smaller in size. Across nine studies, with consumers eating a variety of foods (e.g., pizza, cinnamon rolls, brownies, donuts, and cracker sandwiches), we show that consumers eat a fixed number of units (e.g., two slices of pizza) regardless of whether the unit size is larger or smaller. We demonstrate that the fixed unit response to foods is driven by impression management goals and serves as an efficient rule-of-thumb regarding socially appropriate eating behavior. That is, the FUE emerges when impression management goals are present, such as when consumers are eating publicly, with others, or when they eat foods that trigger social judgment. However, the effect is attenuated when impression management goals are relaxed (e.g., when consumers are eating privately, alone, or when they eat foods that do not trigger social judgment). In summary, consumers’ impression management goals are often triggered in eating contexts, and when this occurs, consumers approach food unit sizes based on the FUE.

Brief Bio
Maura Scott is the Madeline Duncan Rolland Associate Professor of Business Administration at Florida State University (Ph.D. Arizona State University, M.S. and B.S. Purdue University). Her research interests in consumer behavior include over-consumption behavior, food consumption, goal setting, self-regulation, and transformative consumer research.

Her research has been published in leading scholarly journals including the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Public Policy & Marketing, Marketing Letters, Journal of Business Research, and Journal of Advertising. Maura serves on the Editorial Review Boards for the Journal of Consumer Research, Journal of Public Policy & Marketing, and Journal of Business Research. She was recognized as the 2014 Marketing and Society SIG Emerging Scholar and as a 2015 MSI Young Scholar. Her research won the 2014 JPP&M Kinnear Award for Best Paper and an Honorable Mention for the 2009 JCR Ferber Award.

Maura’s industry background includes marketing at 3M Company, Dial, and Motorola. She teaches topics including undergraduate Consumer Behavior, Marketing Management, Marketing Principles, and Marketing Strategy. She also teaches a Consumer Behavior doctoral seminar.

She especially enjoys traveling with her husband and spending time with her very large extended family. Maura also likes learning about different cultures through meeting new people, traveling, and reading.

Email : Maura.Scott@fsu.edu