Daniel M. Zane Fisher College of Business Office: Fisher 530 Email: zane.7@osu.edu 2100 Neil Avenue Phone: (732) 567-5336 Columbus, OH 43210 Website: u.osu.edu/dmzane EDUCATION Ph.D., Marketing, 2018 (Expected) Fisher College of Business,, Columbus, OH B.S., Business Administration (Concentration: Marketing), magna cum laude, 2012 School of Business, The College of New Jersey, Ewing, NJ RESEARCH INTERESTS Inference Making, Self-perception, Prosocial and Ethical Consumer Behavior PUBLICATIONS AND MANUSCRIPTS UNDER REVIEW Zane, Daniel M., Julie R. Irwin, and Rebecca Walker Reczek (2016), Do Less Ethical Consumers Denigrate More Ethical Consumers? The Effect of Willful Ignorance on Judgments of Others, Journal of Consumer Psychology, 26 (July), 337-349. Reczek, Rebecca Walker, Julie R. Irwin, Daniel M. Zane, and Kristine R. Ehrich, That s Not How I Remember It: Willfully Ignorant Memory for Ethical Product Attribute Information, revising for third-round review at the Journal of Consumer Research. Zane, Daniel M., Robert W. Smith, and Rebecca Walker Reczek, The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand Attitudes, revising for second-round review at the Journal of Consumer Research. DISSERTATION Title: The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand Attitudes Chairs: Rebecca Walker Reczek and Robert W. Smith Committee Members: Joseph K. Goodman, Duane Wegener (Psychology), Patricia West Proposal Defended: April 27, 2017 My dissertation research illustrates a new metacognitive cue from which consumers draw inferences: distraction. In this work, I explore the inferences that consumers draw from the distraction they experience when exposed to background advertisements (i.e., ads that individuals are exposed to while primarily focused on concurrent but unrelated tasks). 1
Specifically, when consumers find themselves unexpectedly distracted by a background advertisement, they draw on an underlying lay theory that distraction implies interest in the contents of the distracting stimulus to make the metacognitive inference that they are interested in the advertised brand. This research also illustrates five moderators for the effect that unexpected distraction improves brand attitudes: diagnosticity of the distraction = interest lay theory, accessibility of alternative lay theories, explicit level of belief in the lay theory, whether distraction from the focal task has negative consequences, and interest in the product category featured in the background ad. These moderators provide evidence for the proposed metacognitive inferential process and present important boundary conditions. Thus, this work contributes to both the literature on metacognition and consumer lay theories. It also adds to the growing literature exploring how distraction and interruption affect judgments. However, unlike past work, which focuses on attitudinal reactions toward focal messages and experiences that are driven by processing depth, our work examines attitudinal reactions toward secondary messages that are driven by metacognitive inferences. Finally, the findings provide practical implications for marketers tasked with designing effective advertisements that consumers encounter in the background. RESEARCH IN PROGRESS Promoting Pi Day: Consumer Inferences about Creative Event Promotions with Kelly L. Haws and Rebecca Walker Reczek. I Enjoy, Therefore I Am: How Enjoyment Shapes Consumer Self-perceptions with Anna Paley and Robert W. Smith Redefining Expertise in a Social World: How Sharing Digital Content Influences Selfperceptions of Expertise with Rebecca Walker Reczek and Robert W. Smith. Complex Problems Call for Simple Solutions: Consumers Prefer Charities That Offer Simple Solutions to Complex Issues with Rebecca Walker Reczek. How Counter-intuition Products Impact Perceived Goal Progress with Kelly L. Haws, Steven S. Posavac, and Rebecca Walker Reczek HONORS AND AWARDS Fellow, AMA Sheth Foundation Doctoral Consortium, University of Iowa, 2017 Fellow, Haring Doctoral Symposium, Indiana University, 2017 2 nd place winner, Hayes Graduate Research Forum,, 2017 Decision Sciences Collaborative Research Grant, 2016 Fellow, Robert Mittelstaedt Doctoral Symposium, University of Nebraska, 2016 Fellow, Haring Doctoral Symposium, Indiana University, 2015 INVITED RESEARCH PRESENTATIONS Group for Attitudes and Persuasion, Psychology Dept.,, Jan 2017 2
CONFERENCE PRESENTATIONS (*denotes presenter) How Metacognitive Inferences from Distraction Affect Brand Attitudes Paper presented at 2017 Haring Doctoral Symposium, April 21-22, Bloomington, IN. How Metacognitive Inferences from Distraction Affect Brand Attitudes Paper presented at 2017 Hayes Graduate Research Forum, March 3,, Columbus, OH. How Metacognitive Inferences from Distraction Affect Brand Attitudes Paper presented in special session at the 2017 meetings of the Society for Consumer Psychology, February 16-18, San Francisco, CA. Zane, Daniel M.*, Rebecca Walker Reczek, and Robert W. Smith, Redefining Expertise in a Social World: How Sharing Digital Content Influences Self-Perceptions of Expertise Paper presented as part of Focused Report Session at the 2017 meetings of the Society for Consumer Psychology, February 16-18, San Francisco, CA. How Metacognitive Inferences from Distraction Affect Brand Attitudes Paper presented in special session at the 2016 meetings of the Association for Consumer Research, October 27-30, Berlin, Germany. Zane, Daniel M* and Rebecca Walker Reczek, The Effects of Social Sharing on Consumers Self Perceptions of Expertise, Poster presented at the 2016 meetings of the Association for Consumer Research, October 27-30, Berlin, Germany. Zane, Daniel M.*, Robert W. Smith, and Rebecca Walker Reczek, The Benefits of Distraction: Distracting Ads Cue Consumers to Infer Product Liking through Metacognitive Inferences. Paper presented at 2016 Robert Mittelstaedt Doctoral Symposium, March 31 - April 1, Lincoln, NE. Zane, Daniel M.*, Robert W. Smith, and Rebecca Walker Reczek, The Benefits of Distraction: Distracting Ads Cue Consumers to Infer Product Liking through Metacognitive Inferences. Poster presented at 2016 Decision Sciences Research Forum, March 25, The Ohio State University, Columbus, OH. Zane, Daniel M.*, Robert W. Smith, and Rebecca Walker Reczek, The Benefits of Distraction: Distracting Ads Cue Consumers to Infer Product Liking through Metacognitive Inferences. Poster presented at 2016 meetings of the Society for Consumer Psychology, February 25-27, St. Pete Beach, FL. Zane, Daniel M.*, Julie R. Irwin, and Rebecca Walker Reczek, Do Less Ethical Consumers Denigrate More Ethical Consumers? The Effect of Willful Ignorance on Judgments of 3
Others. Paper presented at 2015 meetings of the Association for Consumer Research, October 1-4, New Orleans, LA. Zane, Daniel M.*, Julie R. Irwin, and Rebecca Walker Reczek, Disparaging Ethical Others: When and Why Willfully Ignorant Consumers Negatively Judge Others who Seek Out Ethical Product Information. Poster presented at 2015 Decision Sciences Research Forum, April 17,, Columbus, OH. TEACHING INTERESTS Consumer Behavior, Advertising and Promotions, Principles of Marketing, Marketing Research TEACHING EXPERIENCE Consumer Behavior (undergraduate), Fisher College of Business,, Spring 2016; Overall Rating: 4.6/5.0 Consumer Behavior (undergraduate), Fisher College of Business,, Summer 2016; Overall Rating: 4.4/5.0 STUDENT ADVISING Sarah Stewart (undergraduate research advisor), 2016-2017 Andrea Dempsey (undergraduate honors thesis committee member), 2015-2016 Matthew Shaver (undergraduate honors thesis committee member), 2015-2016 PROFESSIONAL SERVICE Trainee Reviewer, Journal of Consumer Research Reviewer, Journal of Public Policy & Marketing Reviewer, Association for Consumer Research Conference Submissions Reviewer, Society for Consumer Psychology Conference Submissions Judge, 2017 Denman Undergraduate Research Forum, ACADEMIC AFFILIATIONS Association for Consumer Research (ACR) Society for Consumer Psychology (SCP) Decision Sciences Collaborative Beta Gamma Sigma INDUSTRY EXPERIENCE Marketing Analyst, The Agency Inside Harte-Hanks, Yardley, PA, 2013 Social Media Analyst, HCD Research, Flemington, NJ, 2011-2012 Marketing Associate, Princeton Professional Communication, Pennington, NJ, 2010 4
RELEVANT COURSEWORK Marketing Consumer Behavior Seminar I Consumer Behavior Seminar II Marketing Models Psychology Basic Principles of Social Psychology Social Cognition Attitudes and Persuasion Psychology of Judgment and Decision Making Introduction to Cognitive Science Methods Research Methods in Social Psychology Statistical Methods in Psychology I Statistical Methods in Psychology II Mediation and Moderation Analysis Psychometrics Rebecca Walker Reczek H. Rao Unnava, Patricia West Nino Hardt, Mingyu (Max) Joo Kentaro Fujita Russell Fazio Duane Wegener Ian Krajbich Jay Myung Richard Petty Duane Wegener Paul De Boeck Andrew Hayes Michael Edwards REFERENCES Rebecca Walker Reczek Kelly L. Haws Associate Professor of Marketing Associate Professor of Marketing Fisher College of Business Owen School of Management Vanderbilt University Columbus, OH 43210 Nashville, TN 37203 Tel: (614) 961-8987 Tel: (615) 322-2322 reczek.3@osu.edu kelly.haws@vanderbilt.edu Robert W. Smith Joseph K. Goodman Assistant Professor of Marketing Assistant Professor of Marketing Fisher College of Business Fisher College of Business Columbus, OH 43210 Columbus, OH 43210 Tel: (303) 520-3279 Tel: (614) 292-1506 smith.9990@osu.edu goodman.425@osu.edu Julie R. Irwin Marlene and Morton Meyerson Centennial Professor of Business McCombs School of Business University of Texas Austin, TX 78712 Tel: (512) 471-5419 julie.irwin@mccombs.utexas.edu 5
APPENDIX: SELECTED ABSTRACTS Zane, Daniel M., Julie R. Irwin, and Rebecca Walker Reczek (2016), Do Less Ethical Consumers Denigrate More Ethical Consumers? The Effect of Willful Ignorance on Judgments of Others, Journal of Consumer Psychology, 26 (July), 337-349. This research shows that consumers who willfully ignore ethical product attributes denigrate other, more ethical consumers who seek out and use this information in making purchase decisions. Across three studies, willfully ignorant consumers negatively judge ethical others they have never met across various disparate personality traits (e.g., fashionable, boring). The denigration arises from the self-threat inherent in negative social comparison with others who acted ethically instead of choosing not to do so. In addition, this denigration has detrimental downstream consequences, undermining the denigrator s commitment to ethical values, as evidenced by reduced anger towards firms who violate the ethical principle in question and reduced intention to behave ethically in the future. There are two moderators of the effect: Denigration becomes less strong if willfully ignorant consumers have a second opportunity to act ethically after initially ignoring the ethical product information and also significantly weakens if initially ignoring the ethical attribute is seen as justifiable. These results have implications for understanding ethical consumption behavior, perceptions of ethical consumerism in general, and marketing of ethical products. Reczek, Rebecca Walker, Julie R. Irwin, Daniel M. Zane, and Kristine R. Ehrich, That s Not How I Remember It: Willfully Ignorant Memory for Ethical Product Attribute Information, revising for third-round review at the Journal of Consumer Research. This research documents a systematic bias in memory for ethical attribute information: Consumers have better memory for an ethical attribute when a product performs well on the attribute versus when a product performs poorly on the attribute. Because consumers want to avoid emotionally difficult ethical information (e.g., that a product is made with child labor) but believe they should remember it in order to do the right thing, the presence of negative ethical information produces conflict between the want and should selves. Consumers resolve this conflict by letting the want self prevail and forgetting the negative ethical information. A series of studies establishes the willfully ignorant memory effect, shows that it only holds for ethical attributes and not for other attributes, and provides process evidence that it is driven by consumers allowing the want self to prevail in order to avoid negative feelings associated with the conflict. We also ameliorate the effect by reducing the amount of pressure exerted by the should self. Finally, we demonstrate that consumers judge forgetting negative ethical information as more morally acceptable than remembering but ignoring it, suggesting that willfully ignorant memory is a more morally acceptable form of coping with want/should conflict. Zane, Daniel M., Robert W. Smith, and Rebecca Walker Reczek, The Meaning of Distraction: How Metacognitive Inferences from Distraction Affect Brand Attitudes, revising for second-round review at the Journal of Consumer Research. Consumers often encounter advertisements in the background while primarily focused on other stimuli. In this research, we show that the distraction consumers experience from these 6
background ads serves as a metacognitive cue from which inferences are drawn. Across five studies, we demonstrate that when consumers find themselves more distracted than expected by a background advertisement, they draw on an underlying lay theory that distraction implies interest in the contents of the distracting stimulus to make the metacognitive inference that they are interested in the advertised brand. We identify important moderators for this effect, including accessibility and diagnosticity of the distraction = interest lay theory, the extent to which consumers perceive distraction from a focal task to have negative consequences, and an individual s explicit level of belief that distraction implies interest. Thus, this research uncovers a new metacognitive cue that consumers use to form evaluations of brands and explores attitudinal consequences of distraction beyond its impact on performance or memory-related measures. Our work also provides practical insight into how consumers are influenced by advertisements they encounter while primarily focused on a concurrent but unrelated task. 7