Daniel Villanova Pamplin Hall Virginia Tech (828)

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1 Daniel Villanova August Pamplin Hall Virginia Tech (828) danielvillanova.com Education Ph.D. B.S.B.A. Marketing, Virginia Tech Minor: Statistics Advisor: Rajesh Bagchi Marketing and Management, Summa Cum Laude Walker College of Business, Appalachian State University Minor: Political Science 2018 (expected) 2013 Research Interests Consumer usage of numerical information, identity-based consumer behavior, inference-making Dissertation Intuitive Numerical Information Processes in Consumer Judgment Committee: Rajesh Bagchi (Chair; Virginia Tech), Anne-Sophie Chaxel (Virginia Tech), (Virginia Tech), Elise Chandon Ince (University of South Carolina), Frank Kardes (University of Cincinnati), Mario Pandelaere (Virginia Tech, Ghent University) Proposal Defended: 04/28/2017 Abstract: Numerical information is ubiquitous in modern life. The prevalence of numerical information in the marketplace necessitates understanding how consumers handle and interpret that information, for both theoretical and practical reasons. Past research has largely focused on consumers encoding of numbers, calculative limitations, and usage of heuristics. This dissertation will contribute to this burgeoning literature in several ways. First, I identify a general tendency in how consumers calculate ratios based on an intuitive model of division. Specifically, consumers tend to divide larger numbers by smaller numbers. The intuitive model of division has marketing implications for both consumers evaluations of quantity offers and sensitivities to promotions. Next, I examine how consumers draw inferences from distributional information. In contrast to the assumption that consumers utilize means to assess central tendency, I demonstrate that consumers use the modal response to judge what is typical, with implications for consumers inferences about product ratings and other social distributions.

2 Daniel Villanova 2 Research in Progress Villanova, Daniel, Elise Chandon Ince, and Rajesh Bagchi, The Role of the Mode in Product Evaluations and Choice (invited for second round review at Journal of Consumer Research) Villanova, Daniel, Elise Chandon Ince, and Rajesh Bagchi, To Explain or Not: How Explanatory Detail Impacts Assessments of Experts in Prediction Contexts (invited for second round review at Journal of Consumer Psychology) Villanova, Daniel, The Extended Self, Product Valuation, and the Endowment Effect (invited for submission to AMS Review) - One of six winning proposals in the 2017 Academy of Marketing Science Review/Sheth Foundation Doctoral Competition for Conceptual Articles Villanova, Daniel and Rajesh Bagchi, How Consumer Price Rate Calculations Affect Deal Evaluations Villanova, Daniel and Mario Pandelaere, The Appeal of Deals: Are Discounts Money Saved or Quality Gained? Villanova, Daniel and Ted Matherly, The Shame of It: Consumer Responses to Conspicuous Brand Usage Honors and Awards American Marketing Association-Sheth Foundation Doctoral Consortium Fellow June 2017 Academy of Marketing Science Review/Sheth Foundation Doctoral Competition for Conceptual Articles ($1,000) May 2017 Pamplin College Doctoral Summer Research Grant ($7,500) Summer 2017 Pamplin College Doctoral Summer Research Grant ($7,500) Summer 2016 Graduate Research Development Program Grant ($1,000) Spring 2016 Conference Presentations (* denotes presenter) Villanova, Daniel*, Elise Chandon Ince, and Rajesh Bagchi (2017), How Process Explanations Impact Assessments of Predictions of Uncertain Events, The Association for Consumer Research North American Conference, (October) San Diego, CA. Villanova, Daniel (2017), The Extended Self, Product Valuation, and the Endowment Effect, Theory Forum at Academy of Marketing Science Annual Conference, (May) Coronado, CA. Villanova, Daniel*, Elise Chandon Ince, and Rajesh Bagchi* (2017), The Mode as an Indicator of Typicality, The Effect of Numerical Markers on Consumer Judgment and Decision Making Conference, (April) Columbia, SC.

3 Daniel Villanova 3 Villanova, Daniel* and Rajesh Bagchi (2017), How Consumer Price Rate Calculations Affect Deal Evaluations, The Effect of Numerical Markers on Consumer Judgment and Decision Making Conference, (April) Columbia, SC. Villanova, Peter* and Daniel Villanova* (2015), Predictive Validity of Personality and Constraints on Different Domains of Academic Performance, The Association for Psychological Science Annual Convention, (May) New York, NY. Bagchi, Rajesh, Amar Cheema, and Daniel Villanova* (2015), Efficacy and Goal Pursuit: Thinking Good Versus Bad Thoughts, The Society for Consumer Psychology Winter Conference, (February) Phoenix, AZ. Villanova, Daniel J. (2012), The Effects of Brand Personality Congruence on Loyalty and Its Antecedents, The State of North Carolina Undergraduate Research and Creativity Symposium, (November) Durham, NC. Ardoin, Phillip J.* and Daniel J. Villanova* (2011), Partisan Polarization: A View from the North Carolina General Assembly, The Midwest Political Science Association Annual Conference, (April) Chicago, IL. Teaching Experience Instructor, Virginia Tech Fall 2015 Consumer Behavior, 2 sections Summer 2015 Consumer Behavior Teaching Assistant and Guest Lecturer, Appalachian State University Fall 2011 American National Government and Politics Teaching Interests: Consumer Behavior, Principles of Marketing, Marketing Research, Marketing Strategy, Marketing Management, Sales Management, Retailing, Digital Marketing, Integrated Marketing Communications, International Marketing Service Ad Hoc Reviewing Asia Pacific Management Review Journal of Consumer Research, trainee reviewer Academy of Marketing Science Annual Conference Association for Consumer Research North American Conference Society for Consumer Psychology Winter Conference College & University Service Pamplin Behavioral Lab Manager Fall 2016-Spring 2017

4 Daniel Villanova 4 Co-organizer of Marketing Department Journal Club Fall 2015-Spring 2017 Graduate Student Assembly Delegate Fall 2014-Spring 2017 Graduate Research Development Program reviewer Fall 2016 Professional Affiliations Academy of Marketing Science (AMS) Association for Consumer Research (ACR) Society for Consumer Psychology (SCP) Beta Gamma Sigma Doctoral Coursework Marketing/Theory Consumer Behavior Consumer Behavior (audited) Consumer Welfare Judgment and Decision-Making Marketing Strategy Marketing Strategy (audited) Persuasion and Social Influence Methodology Advanced Marketing Research Advanced Statistics for Education Business Research Methods Design & Analysis of Experiments Empirical Economics I Experimental Economics Methods of Regression Analysis Structural Equation Modeling Kimberlee Weaver Mario Pandelaere Rajesh Bagchi Dipankar Chakravarti Adrienne Holz Ivory Juncai Jiang Kusum Singh Kevin Carlson Anne Ryan Driscoll Aris Spanos Chetan Dave Anne Ryan Driscoll Kusum Singh

5 Daniel Villanova 5 References Rajesh Bagchi Professor of Marketing, Richard E. Sorensen Junior Faculty Fellow Virginia Tech rbagchi@vt.edu (540) Department Head, Professor of Marketing, Virginia-Carolinas Professor of Purchasing Management Virginia Tech herrp@vt.edu (540) Mario Pandelaere Associate Professor of Marketing Virginia Tech, Ghent University mpand@vt.edu (540)