Vivian (Yue) Qin. Ph.D. in Marketing Duke University, June 2016 (Expected), GPA: 4/4

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1 Curriculum Vitae Updated: June 29 th, 2015 Vivian (Yue) Qin The Fuqua School of Business 100 Fuqua Drive, Duke University Durham, NC ; Phone: Website: EDUCATION Ph.D. in Marketing Duke University, June 2016 (Expected), GPA: 4/4 Dissertation: When Faith Embraces Consumption: How Does Religion Influence Consumption Behavior Advisors: Gavan J. Fitzsimons, Richard Staelin Abstract: In Essay 1, I examine ways that attitudes toward material possessions influence people s valuation of their belongings. With seven experiments, one field study and two secondary datasets, I consistently find that religiosity may lead to overvaluation and a higher endowment effect. In Essay 2, I investigate ways that a personal relationship with God influences the overall effect of religiosity on healthy eating. With one field dataset and four experiments, I find that when relying on God for guidance, people defer their decisions to God and, thus, are more passive about making healthy choices. In Essay 3, I suggest that people who perceive God as angry and punishing are more likely to curb their unplanned purchases and devalue impulsive behavior than people who perceive God as loving. Four experiments support my predictions. M.A. in Economics University of Southern California, 2010 B.A. in International Studies and Economics Peking University, China, 2007 RESEARCH INTERESTS Religion and Consumption, Consumer Mindset, Branding MANUSCRIPTS UNDER REVIEW Moorman, Christine, Vivian (Yue) Qin, Stav Rosensweig, and Amir GrinStein (2014), What Doesn t Kill a Firm Makes It Stronger: How Brand Introduction Strategies Benefit From Adversity, invited for 2 nd round revision at Journal of Marketing Research Moorman, Christine, Alison Jing Xu, and Vivian (Yue) Qin (2015), The Comparative Mindset in Organizational Buying, Under review at Journal of Marketing 1

2 MANUSCRIPTS IN PREPARATION FOR SUBMISSION Qin, Vivian (Yue), Gavan J. Fitzsimons, and Richard Staelin (2015), The Price of Faith, to be submitted to Science in July 2015 Qin, Vivian (Yue) and Gavan J. Fitzsimons (2015), The Comparative Mindset and Unplanned Purchases. Qin, Vivian (Yue), Richard Staelin, and Christine Moorman (2014), The Asymmetric Gains of Cobranding Alliances. SELECTED WORK-IN-PROGRESS Qin, Vivian (Yue) and Christine Moorman (2014), Best-list Myopia: How Firms Trade Off Marketing to Show Achievement. AWARDS AND HONORS Duke-Ipsos Research Grant (2014, 2015) Business School Graduate Fellowship, Duke University, 2011-present. College Graduate Fellowship, University of Southern California, Sumitomo Scholarship (3 rd place among 117 students), Peking University, National Award of Excellence in English, Education Service of English with China (ESEC), Beijing, College Fellowship, China Center for Economic Research (CCER) and the 21st Century Business Herald, Peking University, CONFERENCE PRESENTATIONS Best-list Myopia: How Firms Trade Off Marketing to Show Achievement 10 th Marketing Dynamics Conference, UNC-Chapel Hill, Chapel Hill, 2013 Winter AMA Educator s Conference, Las Vegas, 2013 INFORMS Marketing Science Conference, Boston University, Boston, 2012 How and When Does the Comparative Mind-set Impact Purchasing Decisions, ACR North American Conference, Chicago, 2013 What Doesn t Kill a Firm Makes It Stronger: How Brand Introduction Strategies Benefit From Adversity, INFORMS Marketing Science Conference, Özyeğin University, Istanbul, 2013 The Asymmetric Gains of Cobranding Alliances, Brands and Branding in Law, Accounting, and Marketing Conference, UNC-Chapel Hill, Chapel Hill,

3 PROFESSIONAL SERVICE Review for Conferences AMA Winter Marketing Educators Conference 2015 GRADUATE COURSEWORK Marketing Marketing Modeling I (Preyas Desai) Marketing Modeling II (Carl Mela) Consumer Research Methods (Tanya Chartrand and Gavan Fitzsimons) Quantitative Marketing Models (Richard Staelin) Marketing Strategy (Christine Moorman) Consumer Behavior (James Bettman) Structural Equation Modeling (J.B. Steenkamp) Strategic and Marketing Mix Models (S. Siddarth and Gerard J. Tellis) Economics Advanced Microeconomic Theory I and II (Juan Carrilo and Michael Magill) Industrial Organization (Guofu Tan) Advanced Law and Economics (Shmuel Leshem) Econometrics and Statistics Modern Statistical Data Analysis (Merlise Clyde) Advanced Econometric Theory (Geert Ridder) Applied Econometrics (Cheng Hsiao) Economic and Financial Time Series (Cheng Hsiao) Probability and Statistics (Geert Ridder) TEACHING INTERESTS Marketing Management, Marketing Strategy, Consumer Behavior TEACHING EXPERIENCE Duke University Guest Lecturer, Introduction to Marketing Analysis, Master of Engineering Management, Prof. Kathie Amato,

4 Teaching Assistant, Introduction to Marketing Analysis, Master of Management Studies/ Master of Engineering Management, Prof. Julie Edell and Prof. Kathie Amato, Guest Speaker, Introduction to Marketing, Fuqua School of Business-LEAD program (Leadership, Education and Development), 2013 Teaching Assistant, Introduction to Marketing Analysis, Master of Management Studies, Prof. Richard Staelin, University of Southern California Teaching Assistant, Intermediate Microeconomic Theory, Undergraduate, Teaching Assistant, Principles of Microeconomic Theory, Undergraduate, COMPUTER SKILLS Expert: Stata, LISREL, SPSS Intermediate: Matlab, SAS, R LANGUAGES Mandarin (native), English (fluent) PERSONAL INTERESTS Reading, Hiking, Volunteering at animal shelters 4

5 REFERENCES Gavan J. Fitzsimons Richard Staelin R. David Thomas Professor Edward and Rose Donnell Professor Fuqua School of Business Fuqua School of Business Duke University Duke University Durham, NC Durham, NC Phone: (919) Phone: (919) Alison Jing Xu Assistant Professor Carlson School of Management University of Minnesota Minneapolis, MN, Phone:

6 ABSTRACTS OF SELECTED WORKING PAPERS Qin, Vivian (Yue), Gavan J. Fitzsimons, and Richard Staelin (2015), The Price of Faith The endowment effect has been extensively documented across different studies because of its conceptual and practical importance. Most studies focus on individual differences that lead to the gap between selling and buying prices, with very few investigating the endowment effect in a broader context. We instead argue that one contextual factor, religion, merits further consideration. We begin with the basic notion that religious teaching influences individual attitudes toward material possessions. Specifically, they remind individuals to be content with what they have. Based on this notion, we believe that when thinking about religion, individuals tend to cherish their belongings more, which may lead to overvaluation and hence the endowment effect. This overvaluation is manifested through sellers asking for higher prices to give up their belongings. In seven experiments, by either manipulating or measuring religiosity, we show that the endowment effect becomes stronger as individuals religiosity increase. These effects are driven by their beliefs about contentment outlined in the Ten Commandments. One field study and two archival datasets on used products further confirm the external validity of our findings. Qin, Vivian (Yue) and Gavan J. Fitzsimons (2015), The Comparative Mindset and Unplanned Purchases Oft-quoted statistics have demonstrated that the level of impulsive decisions inside stores can be as high as 70%. To avoid these impulsive shopping opportunities, prescriptive advice suggests that consumers should create shopping lists prior to heading to the store. In this way the shoppers can hopefully reduce impulse purchases by focusing on their shopping lists. To date, however, little is known about whether and how shopping lists might be effectively constructed if an important goal is to reduce impulse purchases. In this paper, we show that shopping list effectiveness depends greatly on how it is constructed. Specifically, when consumers create their lists at the category level (e.g., snacks, beverage) instead of at the brand level (e.g., Lays chips, Dasani bottled water), they are more likely to make unplanned purchases in other domains. We argue that when consumers implement their shopping plans at the category level, they are prone to making comparisons among different options in store. These comparisons activate a comparative mindset, which in turn makes consumers more likely to skip the whether-to-buy stage of the decision process. This results in an increased impulsive purchase tendency. In two field studies and five experiments, we consistently find that consumers make more unplanned or impulse purchases when their shopping lists are created at the category level, compared to at the brand level. Underestimating the costs and overvaluing the benefits of unplanned purchases cause this effect. Moorman, Christine, Alison Jing Xu, and Vivian (Yue) Qin (2015), The Comparative Mindset in Organizational Buying Although research on the organizational buying process was originally derived from early psychological research on consumer purchasing and organizational decision making, the use of 6

7 research emanating from this tradition has remained largely absent. We adopt a psychological approach and examine the effect of comparative mindset on organizational buying. Previous research suggests three major stages in the industrial purchasing process: 1) elimination of alternatives which do not meet organizational requirements (i.e., deciding whether-to-choose); 2) formation of decision participants preferences (deciding which-to-choose); and 3) formation of organizational preference. Using three experiments and one quasi-experiment involving practicing managers, we show that activating a comparative mindset can alter the sequence of the above steps, increasing the likelihood of buying and spending levels made by organizational customers. Our findings also document the process by which this effect occurs and identify a set of real-world moderators involving decision scrutiny that either amplify or weaken the influence of the comparative mindset on decisions. 7