HEATHER M. JOHNSON 6021 Berkshire Drive Bethesda, MD Mobile (864)

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1 3330 Van Munching Hall E mail HJohnson@rhsmith.umd.edu EDUCATION HEATHER M. JOHNSON 6021 Berkshire Drive Bethesda, MD Mobile (864) University of Maryland, Robert H. Smith School of Business, expected 2013 PhD Candidate in Marketing, minor in Psychology Wake Forest University, Calloway School of Business and Accountancy, B.S. in Business, Summa Cum Laude Vanderbilt University, Human and Organizational Development and Cognitive Studies, HONORS & AWARDS Marvin A. Jolson Outstanding Marketing Doctoral Student Award, Robert H. Smith School of Business, 2012 Top 15% Teaching Award, Robert H. Smith School of Business, Wake Forest University: Phi Beta Kappa, Beta Gamma Sigma Scholastic Business Honor Society, Golden Key National Honor Society, Winner 1999 Annual Lowe s Foods Case Competition RESEARCH INTERESTS My research focuses on how consumers' relationships with brands affect their behavior. My dissertation examines the effect of consumers' brand relationships on their responses to brand co creation activities and nonconscious brand primes, while other ongoing research projects explore desire for luxury brands using fmri and the emotional consequences of indulging in luxury brands. DISSERTATION PAPERS Heather M. Johnson and Amna Kirmani, Why Are Some Brand Co Creation Activities More Effective Than Others?: The Effects of Strength of Voice and Self Brand Connections on Brand Advocacy (In preparation for submission to Journal of Marketing Research) We explore conditions under which interactive brand campaigns affect brand advocacy in brand cocreation contexts. Interestingly, marketers offer a variety of brand related activities with the objective of engaging both loyal and prospective consumers, such as crafting a brand story, rating ads, or designing brand related stickers. Given that co creation involves consumers and firms collaborating on product and service ideas (Prahalad and Ramaswamy 2000), it is possible that such brand related activities allow consumers to become active participants in the development of brand meaning. The objective of these campaigns is to provide consumers a means of engaging with the brand and, hence, becoming brand advocates. Brand advocates are fans who proactively promote the brand (e.g., by liking the brand on Facebook, and sharing brand promotions with friends). We define brand co creation as development or interpretation of the brand s meaning through an interactive experience and investigate the extent to which brand co creation activities are effective in making consumers brand advocates. In so doing, we propose a taxonomy of brand co creation activities that vary in terms of strength of voice: ability to express personal brand meaning to the marketer. While prior co creation work on mass customization reveals that

2 perceptions of self accomplishment or process effort are responsible for valuation of a co designed product (e.g., Franke, Schreier, and Kaiser 2010), this research on brand co creation contexts suggests a different model. The present research shows that highly connected (i.e., loyal) consumers co create the brand by engaging in strong voice brand campaigns; engagement then leads to brand advocacy behaviors. Results from a pilot test and three studies using real brand co creation campaigns provide support for the model. Importantly, brand co creation effects emerge after consumers spend only minutes with the brand and have a voice to the marketer but do not expect their ideas will be used. Implications of this research for marketers, who make vast investments in their loyal consumers, include the suggestion that not all brand co creation activities are created equal when it comes to generating brand advocates. Heather M. Johnson and Amna Kirmani, How Do Connected Consumers Respond to Brand Primes? (In preparation for re submission to Journal of Consumer Research) We demonstrate that self brand connection (SBC) can influence brand related behavioral intentions in a nonconscious priming context, which has not been examined in prior work on either SBC or brand priming. A brand prime can be conceptualized as a stimulus (word, picture, or item) that evokes the brand and brand associations. Results from prior research have been consistently positive (e.g., Berger and Fitzsimons 2008; Ferraro et al. 2009). We explore the possibility that brand primes can decrease behavioral intentions under certain conditions. In particular, we argue that self brand connection moderates the effects of brand primes on brand related behavioral intentions. Self brand connection reflects both the accessibility and relevance of the brand to the self concept, with both accessibility and relevance increasing with the degree of self brand connection. We suggest that low SBC consumers have simple associations with the brand, while high SBC consumers have more complex brand associations, which may or may not tie themselves to the brand. As such, brand primes increase accessibility of the brand for consumers low in SBC, thereby increasing behavioral intentions. However, for consumers high in SBC, brand primes that are not relevant to the self decrease behavioral intentions while brand primes that are relevant to the self will not effect behavioral intentions. Thus, we offer a differential associations account for brand priming effects that considers the effect of SBC. Results from three studies support this account: for low SBC consumers, brand primes increase behavioral intentions, while for high SBC consumers, self relevant brand primes do not affect behavioral intentions but non self relevant brand primes decrease behavioral intentions. JOURNAL PUBLICATIONS Catalina E. Kopetz, Arie W. Kruglanski, Zachary G. Arens, Jordan Etkin, and Heather M. Johnson (2012), The Dynamics of Consumer Behavior: A Goal Systemic Perspective, Journal of Consumer Psychology, 22 (2), OTHER RESEARCH IN PROGRESS Adam W. Craig, Heather M. Johnson, Stacy Wood, Yuliya Komarova, and Jennifer M.C. Vendemia, When Burberry Beckons: Automatic Goal Means Valuation for Luxury Brands (In preparation for submission to Journal of Marketing) Francine Espinoza, Heather M. Johnson, and Yuliya Komarova, Indulging and Proud of It: Positive Emotional Responses to Reason Based Indulgent Consumption (In preparation for submission to Journal of Marketing Research) Heather M. Johnson, Tom Carlson, and Tali Rasooly A Taste For Texture: An Exploratory Look at Consumer PAGE 2

3 Preference Within Visual Non Semantic Stimuli (Targeted at Journal of Consumer Research; Data collected) Heather M. Johnson, Stacy Wood, and Adam W. Craig, Factors Predictive of Publication Success in Marketing Academics (Targeted at Journal of Marketing; Data collected) Zachary Arens, Heather M. Johnson, and Rosellina Ferraro, Impulsivity and Online Deals (Targeted at Journal of Marketing Research; Data collection in progress) CONFERENCE PRESENTATIONS How Do Connected Consumers Respond to Brand Primes?, Heather M. Johnson and Amna Kirmani. Mid Atlantic Research Colloquium, Poster Presentation Pittsburgh, PA, May 2012 In Pursuit of Luxury: Anterior Cingulate Cortex Activation Depends on Goal Congruent Cues, Adam W. Craig, Heather M. Johnson, Stacy L. Wood, Jennifer Vendemia, Yuliya Komarova. Association for Consumer Research North American Conference St. Louis, MO, October 2011 Special Session Co Chair, When Opposites Attract: Insights from Next Generation Priming Research Indulging and Proud of It: The Emotional Consequences of Justified Indulgent Consumption, Francine Espinoza, Heather M. Johnson, and Yuliya Komarova. Association for Consumer Research North American Conference St. Louis, MO, October 2011 Indulging and Proud of It: The Emotional Consequences of Justified Indulgent Consumption, Francine Espinoza, Heather M. Johnson, and Yuliya Komarova. Society for Consumer Psychology Summer Conference Washington, DC, August 2011 Priming Susceptibility: The Moderating Role of Brand Attachment on Nonconscious Priming Effects, Heather M. Johnson and Amna Kirmani. Association for Consumer Research North American Conference Jacksonville, FL, October 2010 Special Session Chair, Priming Susceptibility: The Role of the Self in Moderating Nonconscious Priming Effects The Sensation of Luxury: Exploring Neural Correlates of Reward Value & Goal Satisfaction, Adam W. Craig, Heather M. Johnson, Stacy L. Wood, Yuliya Komarova, and Jennifer M. C. Vendemia. Society for Consumer Psychology, Neuromarketing Symposium St. Pete s Beach, FL, February 2010 ACADEMIC RESEARCH EXPERIENCE University of South Carolina, Darla Moore School of Business and Center for Neuroeconomic Research Research Assistant to Dr. Stacy Wood, May 2007 to June 2008 PROFESSIONAL AND INDUSTRY EXPERIENCE Board of Directors, Kimbrell s Furniture Distributors, Inc. Charlotte, NC Director, appointed October 2011 Kimbrell s Furniture Distributors, Inc. (Top 100 Furniture and Appliances Retailer) Greenville, SC Marketing Manager, January to April 2007 PAGE 3

4 Corporate Management Program in Finance, Operations, HR, Sales, Marketing, Merchandising, June to December 2006 Corporate Executive Board (Best Practices Research and Executive Education Firm. Sales, Marketing, & Communications Practice) Washington, DC Associate Director of Research, August 2004 to April 2006 Senior Research Manager, February 2003 to August 2004 Research Manager, January 2002 to February 2003 Senior Research Associate, August 2001 to January 2002 Research Associate, October 2000 to August 2001 Rockett Burkhead & Winslow (Full Service Marketing, Advertising, & PR Agency) Raleigh, NC Junior Account Executive, January to June 2000 AgentGO.com (E commerce Marketing Firm) Chapel Hill, NC Marketing Representative, October to December 1999 Earle Palmer Brown (Fully Integrated Marketing Communications Company) Philadelphia, PA Account Executive Intern, January to May 1998 TEACHING INTERESTS Marketing Management, Brand Management, Consumer Behavior, Marketing Communication TEACHING EXPERIENCE University of Maryland, Robert H. Smith School of Business, Consumer Analysis (Undergraduate), Fall 2010 Teaching evaluation: 4.89/5.00 Robert H. Smith School of Business Top 15% Teaching Award University of Maryland, Robert H. Smith School of Business, Marketing Management (MBA), Fall 2011 Teaching Assistant for David Godes Johns Hopkins University, March 2006 Guest Lecturer, Marketing Principles and Marketing Strategy Catholic University of America, Spring semesters Guest Lecturer, Market Research Masterclass REVIEWING Journal of Consumer Research, Trainee Reviewer Association for Consumer Research, Conference Reviewer Society for Consumer Psychology, Conference Reviewer PAGE 4

5 SERVICE Smith Behavioral Lab Internship Program, Trainer and mentor University of Maryland Vision Science Lab, Undergraduate thesis mentor Robert H. Smith School of Business, Association of Doctoral Students, Social Chair ServiceCorps, Greater Washington, DC area homeless and child related charities volunteer Corporate Executive Board Employee Mentor Program, E.I. DuPont Inc. Marketing Excellence Awards Committee, 2002 and Panelist Corporate Executive Board Service Excellence Taskforce, 2005 UNIVERSITY OF MARYLAND DOCTORAL COURSEWORK (GPA 4.0) Survey of Consumer Behavior Behavioral Research in Marketing Survey of Marketing Strategy Information Processing Social Psychology of Goals Group Processes Psychological Research on the Internet Social Psychology Independent Study Persuasive Message Strategies Survey of Marketing Models (A+) Experimental Methods in Behavioral Research Quantitative Methods in Psychology I Quantitative Methods in Psychology II Amna Kirmani Joydeep Srivastava Wendy Moe Rosellina Ferraro Arie Kruglanski Charles Stangor Kent Norman Rebecca Ratner Monique Turner P.K. Kannan Rebecca Hamilton Paul Hanges Kevin O Grady PROFESSIONAL MEMBERSHIPS American Marketing Association Association for Consumer Research Society for Consumer Psychology REFERENCES Dr. Amna Kirmani Professor of Marketing & Director, Ph.D. Programs Robert H. Smith School of Business University of Maryland 3467 Van Munching Hall Phone: (301) E mail: akirmani@rhsmith.umd.edu Dr. Stacy Wood Langdon Distinguished Professor of Marketing Poole College of Management North Carolina State University 2328 Nelson Raleigh, NC Phone: (919) E mail: stacy_wood@ncsu.edu Dr. Rebecca Hamilton Associate Professor Robert H. Smith School of Business University of Maryland 3456 Van Munching Hall Phone: (301) E mail: rhamilto@rhsmith.umd.edu Dr. Rosellina Ferraro Assistant Professor Robert H. Smith School of Business University of Maryland 3309 Van Munching Hall Phone: (301) E mail: rferraro@rhsmith.umd.edu PAGE 5

6 DESCRIPTION OF RESEARCH Catalina E. Kopetz, Arie W. Kruglanski, Zachary G. Arens, Jordan Etkin, and Heather M. Johnson (2012), The Dynamics of Consumer Behavior: A Goal Systemic Perspective, Journal of Consumer Psychology, 22 (2), Like most behavior, consumer behavior is goal driven. In turn, goals constitute cognitive constructs that can be chronically active as well as primed by features of the environment. Goal systems theory outlines the principles that characterize the dynamics of goal pursuit and explores their implications for consumer behavior. In this vein, we discuss from a common, goal systemic, perspective a variety of wellknown phenomena in the realm of consumer behavior including brand loyalty, variety seeking, impulsive buying, preferences, choices and regret. The goal systemic perspective affords guidelines for subsequent research on the dynamic aspects of consummatory behavior as well as offering insights into practical matters in the area of marketing. Adam W. Craig, Heather M. Johnson, Stacy Wood, Yuliya Komarova, and Jennifer M. C. Vendemia, When Burberry Beckons: Automatic Goal Means Valuation for Luxury Brands (In preparation for submission to Journal of Marketing) What happens to how consumers perceive luxury brands when primed with competing goals: either indulgence or frugality? From a phenomenological perspective, this is an important issue as the marketplace is filled with just such diametric admonitions to consumers. However, more broadly, this speaks to the processes by which our brains value brands as means to salient consumption goals. We seek to understand this response to luxury by incorporating neuroscience findings on value computations and consumer research on goal means valuation (GMV) as we examine how consumers value luxury and nonluxury brands after exposure to goal primes for indulgence versus frugality. Observing both implicit responses using brain imaging (in racc and mofc regions) and explicit responses using behavioral studies, we see an asymmetric effect in that automatic valuation of luxury brands is strongly influenced by goal cues, whereas that of non luxury brands is not. Data support a GMV account for this asymmetry, suggesting that luxury brands are more strongly associated with the goal to indulge than non luxury brands are with the goal to be frugal. This suggests that (due to strong associations that are likely built by cultural meaning and marketing efforts), a unique characteristic of luxury brands is that consumers fire of desire for luxury brands can, at a neural level, change significantly based on simple goal cues in the immediate environment. Francine Espinoza, Heather M. Johnson, Yuliya Komarova, Indulging and Proud of It: Positive Emotional Responses to Reason Based Indulgent Consumption (In preparation for submission to Journal of Marketing Research) This research demonstrates that when reason based indulgence is compatible with consumers selfrepresentations, consumers enjoy the indulgence more and show more positive downstream judgments of the luxury product. In three studies, we show that the effect of indulging with a reason on consumers emotional response to indulgence depends on trait self control. High self control consumers enjoy the indulgence more when they have a reason to indulge compared to when they do not have a reason. Conversely, low self control consumers enjoy the indulgence more when they do not have a reason compared to when they have a reason to indulge. As a consequence of their enhanced positive emotions, consumers are more satisfied with the purchase and less likely to return the product. PAGE 6