LUKE NOWLAN. Nowlan, Luke and Juliano Laran, Busyness Influences Consumer Creativity, Invited for 3 rd round review, Journal of Consumer Research.

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1 LUKE NOWLAN Marketing Department University of Miami Business School P.O. Box Coral Gables, FL Office: 516 Kosar Epstein Building Cell: EDUCATION Ph.D. Marketing, University of Miami (expected, 2019) B.A. Economics, Tulane University, 2013 (Cum Laude) REASEARCH INTERESTS Consumer creativity Choice and enjoyment in repeated consumption contexts Busyness and task performance PAPERS UNDER REVIEW AND WORKING PAPERS (see dissertation research/appendix for abstracts) Nowlan, Luke and Juliano Laran, Busyness Influences Consumer Creativity, Invited for 3 rd round review, Journal of Consumer Nowlan, Luke, Benjamin Borenstein, and Juliano Laran, Stressed Consumers Take Longer to Satiate from Consumption Experiences, Preparing to submit, Journal of Consumer Nowlan, Luke, Meng Zhu, and Allen Ding Tian, Divergent Thinking Increases Preference for the Favorite Option, Preparing to submit, Journal of Consumer Nowlan, Luke, Juliano Laran, and Chris Janiszewski, Does Creativity Enhance or Discourage Consumer Vice Behavior? Working paper, Target: Journal of Marketing Nowlan, Luke, Carter Morgan, Benjamin Borenstein, and Chris Janiszewski, The Dissociation of Conscious and Unconscious Thought, Working Paper, Target: Journal of Marketing

2 DISSERTATION RESEARCH Antecedents and Consequences of Consumer Creativity Chair: Juliano Laran Committee Members: Chris Janiszewski, Claudia Townsend, Keith Wilcox Proposal Defended: May 8, 2018 My dissertation explores the cognitive underpinnings of consumer creativity, with the objective of demonstrating the antecedents and consequences of creativity in marketing contexts. While the traditional model of consumer markets makes a hard distinction between consumers and producers in an economy, recent technological advances have begun to blur this distinction. Specifically, consumers have increasingly adopted the role of value creator, which frequently exposes them to consumption situations in which they must think creatively. The first essay identifies a novel psychological antecedent of creativity, namely, a consumer s perception that they are busy. Consumers feel busy when they perceive that they have many tasks that they need to accomplish within a certain amount of time. I propose that this feeling of busyness makes it difficult to control one s thoughts during a focal task. This difficulty ironically enhances creativity, as not controlling one s thoughts allows people to access otherwise weak, more novel, associations during the idea generation process. The implication is that, while being busy may diminish performance on certain tasks that require focus and cognitive control, it can enhance performance on tasks that benefit from creativity and novel thoughts. Across five experiments I argue and show evidence that the effect of busyness on creativity is driven by a disruption in cognitive control, which ultimately helps access to otherwise inaccessible information. A paper based on this essay ( Busyness Enhances Consumer Creativity ) is currently being revised for third round review at the Journal of Consumer The second essay examines a consequence of creative thinking, namely, the effect of a creative mindset on a consumer s propensity to engage in vice behavior (e.g., eating sweets, being dishonest). I find that, in general, a creative (vs. baseline) mindset leads to an assimilation effect whereby a vice and a virtue are perceived to be more similar. This enables consumers to choose the option that provides a greater immediate benefit (i.e., the vice). Importantly, in situations where the conflict between vice and virtue is highly salient at the time of the choice, a creative mindset highlights the differences (rather than similarities) between the two options, resulting in decreased choice of the vice. The theoretical implication is that engaging consumers creatively can either encourage or discourage vice behavior, which builds upon previous findings demonstrating that creativity only encourages vice behavior. The managerial implication is that marketers can use this knowledge to improve sales of both products that are considered virtue and vice, depending on what the company s sales strategy is. A working paper based on this essay ( Does Creativity Enhance or Discourage Consumer Vice Behavior ) supports this framework across four studies.

3 CONFERENCE PRESENTATIONS Presenter in bold Nowlan, Luke, Benjamin Borenstein, and Juliano Laran (2018) Does Consumer Stress Affect the Rate of Satiation? Paper presented at the American Marketing Association Winter Academic Conference, New Orleans, Louisiana. Nowlan, Luke, Meng Zhu, and Allen Ding Tian (2018) Why Divergent Thinking Increases Preference for the Favorite Option. Paper presented at the Society for Consumer Psychology, Dallas, Texas. Nowlan, Luke, Benjamin Borenstein, and Juliano Laran (2018) Does Consumer Stress Affect the Rate of Satiation? Paper presented at the Society for Consumer Psychology, Dallas, Texas. (Special Session Chair) Nowlan, Luke and Juliano Laran (2017) Can Busyness Influence Consumer Creativity? Paper presented at the Association for Consumer Research, San Diego, California. Nowlan, Luke and Juliano Laran (2017) Busyness Enhances Creativity. Paper presented at the Society for Consumer Psychology, San Francisco, California. (Special Session Chair) Milica Mormann, Luke Nowlan, Uzma Khan, and Joseph Johnson (2016) (Emotional) Reference Point Formation. Paper presented at the Association for Consumer Research, Berlin, Germany. Ward, Morgan, Claudia Townsend, and Luke Nowlan (2015) Don t Go Broke Go Back in Time: Vintage, an Alternative Status Symbol. Paper presented at the Association for Consumer Research, New Orleans, Louisiana. (Special Session Chair) TEACHING EXPERIENCE Spring 2017 Fall 2016 Fall 2013 Instructor University of Miami Business School Principles of Marketing (MKT 301) Mean overall student evaluation: 4.92 / 5 Invited Guest Lecturer University of Miami Principles of Marketing (MKT 301) Social Psychology (PSY 210) Teaching Assistant A.B. Freeman School of Business Tulane University Marketing Research (MKTG 4110)

4 HONORS AND AWARDS University of Miami Business School Outstanding PhD Student Award; Runner-up 2017 AMA-Sheth Foundation Doctoral Consortium Fellow, June 2017 Graduate Activity Fee Allocation Committee (GAFAC) Travel Grant; Award Recipient, February 2017 University of Miami Fellowship; Award Recipient, 2014-present ACADEMIC AFFILIATIONS Member Association for Consumer Research Member Society for Judgment and Decision Making Member Society for Consumer Psychology Member American Marketing Association DOCTORAL COURSEWORK Marketing Seminars Marketing Strategy; Joseph Johnson Behavioral Decision Theory; Caglar Irmak Consumer Behavior; Juliano Laran Information Processing; Chris Janiszewski Special Topics in Marketing; Juliano Laran Psychology Social Psychology; Mike McCullough Cognitive Neuroscience; Jennifer Britton Evolutionary Psychology; Debra Lieberman Economics and Behavioral Finance Advanced Microeconomic Theory; Manuel Santos Behavioral Finance; Alok Kumar Judgment and Decision Making; Milica Mormann Research Design and Statistics General Linear Model; Roderick Gillis Multiple Regression Methods; Maria Llabre Applied Multivariate Statistics; Soyeon Ahn Structural Equation Modeling; Nicholas Meyers Advanced Econometrics; Jerome Krief

5 PROFESSIONAL SERVICE Reviewing Trainee Reviewer, Journal of Consumer Research (2017) Association for Consumer Research ( present) Society for Consumer Psychology (2015 present) Lab Manager University of Miami, Canes Behavioral Lab, Spring 2016 Spring 2017 Research Judge University of Miami Undergraduate Research and Creativity Forum, March 2017 REFERENCES Juliano Laran Chris Janiszewski Professor of Marketing Russell Berrie Eminent Scholar Chair in Marketing University of Miami Business School Warrington College of Business Administration laran@miami.edu University of Florida chris.janiszewski@warrington.ufl.edu Meng Zhu Claudia Townsend Associate Professor of Marketing Associate Professor of Marketing Johns Hopkins Carey Business School University of Miami Business School mengzhu@jhu.edu ctownsend@bus.miami.edu Morgan Ward Assistant Professor of Marketing Goizueta Business School Emory University mkward@emory.edu

6 APPENDIX: SELECTED ABSTRACTS Nowlan, Luke, Benjamin Borenstein, and Juliano Laran, Stressed Consumers Take Longer to Satiate from Consumption Experiences, Preparing to submit to the Journal of Consumer This research examines how stress affects the rate at which consumers satiate from the products they consume. Stress is the state resulting from an inability to cope with or manage some element of one s environment. A key way stressed individuals restore coping resources is by establishing control over their environment. We propose that, in consumption contexts, the control-establishing process resulting from stress can slow the rate at which consumers satiate to the things they consume. We argue that consumers who are stressed establish control by trying to make sense of the different aspects of a consumption experience, which sustains enjoyment. Four studies support this framework and rule out alternative accounts. Nowlan, Luke, Meng Zhu, and Allen Ding Tian, Divergent Thinking Increases Preference for the Favorite Option, Preparing to submit to the Journal of Consumer Consumers typically face problems that have an array of possible solutions, as opposed to just one possible solution. Resolving these unconstrained problems activates divergent thinking processes, which are characterized by a reduction in the use of category boundaries and clearly defined criteria to obtain possible solutions. As such, we find that thinking divergently in consumer contexts reduces consumers sense of structure, and ironically causes them to choose a greater quantity of their most-preferred option in a product class. This occurs because consumer preferences impose a sense of structure on the consumption context when there are multiple alternatives, and consumers therefore reaffirm their preferences (i.e., by choosing more of their favorite) when experiencing a loss of structure. Five studies test the proposed framework and cast doubt on alternative explanations. Nowlan, Luke, Carter Morgan, Benjamin Borenstein, and Chris Janiszewski, The Dissociation of Conscious and Unconscious Thought, Target: Journal of Marketing Whereas prior research provides evidence for different behavioral outcomes resulting from distinct modes of expressing preference (i.e., manual vs. verbal expression), such findings often do not explain why these effects occur. In this research, we propose an affordance-based model wherein distinct expression modalities reflect distinct processing systems. Specifically, we show manual expression (e.g., grabbing from an assortment) is more sensitive to nonconscious thought, whereas verbal expression (e.g., writing to indicate one s preference) is more sensitive to conscious thought. Five studies support this general framework using a series of interactions that assess the differential impact of various cues on manual and verbal response modalities (studies 1a, 1b, 2a, and 2b), and demonstrate the underlying role of conscious and unconscious thought (study 3).