KYRA L. WIGGIN. Curriculum Vitae June 2014

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1 CV( W i g g i n ) 1 KYRA L. WIGGIN Curriculum Vitae June 2014 Address University f Washingtn Fster Schl f Business PACCAR Hall, Bx Seattle, WA Cntact Infrmatin Office: (206) Mbile: (206) EDUCATION University f Washingtn, Fster Schl f Business, Seattle, Washingtn Dctr f Philsphy (Business Administratin Marketing), (expected 2015) Majr Area: Marketing Minr Areas: Psychlgy and Research Methds Master f Science (Business Administratin Marketing), 2011 Bise State University, Cllege f Business and Ecnmics, Bise, Idah Bachelr f Business Administratin (Ecnmics), 2005, Summa Cum Laude RESEARCH Research Interests: My primary fcus is n curisity as it relates t issues f self-cntrl and rewardprcessing. I am als interested in cnsumer brand relatinships, gal pursuits and attributins.

2 CV( W i g g i n ) 2 Dissertatin: Chair: Shailendra P. Jain Cmmittee Members: Nidhi Agrawal, Geffrey Lftus (psychlgy), Martin Reimann (University f Arizna) and Ann Schlsser Curisity Can Resist Anything but Temptatin: The Incidental Effects f Curisity n Self-Cntrl; Prpsal, defended n April 11, 2014 Curisity has been described as a feeling f knwledge deprivatin that ccurs when ne is lacking desired infrmatin. This dissertatin shws that when the desired infrmatin remains unavailable, curius individuals will seek ut unrelated rewards. Three empirical studies demnstrate that curisity nt nly prduces a generalized desire fr rewards, but that, when expsed t an indulgent temptatin, this desire reduces self-cntrl. That is t say, curisity acts as an impetus fr self-cntrl failure by making cnsumers unable t resist temptatins. Hwever, I find that implicit theries abut the willpwer t resist temptatins mderates whether r nt ne is susceptible t curisity s influence. This research cntributes t ur theretical understanding f curisity and its implicatin fr cnsumer behavir, and furthers ur understanding f the ptentially negative effects it may have n self-cntrl related utcmes such as indulging in temptatins Publicatins: Wiggin, Kyra, Shailendra P. Jain, and Martin Reimann (2014), Curisity Tempts: The Influence f Curisity and Lay Theries abut Willpwer n Self-Cntrl, in: June Ctte and Stacy Wd (eds.): Advances in Cnsumer Research, 42, in press. Pritchard, Mary E. and Kyra L. Yalch (2009), Relatinships amng Lneliness, Interpersnal Dependency, and Disrdered Eating in Yung Adults, Persnality and Individual Differences, 46 (3), Research Submitted and Under Review: Wiggin, Kyra L. and Richard F. Yalch, Attributins fr Failure in Cnsumer-Brand Relatinships: Effects f Self-Verificatin and Self-Enhancement Mtivatins (invited fr a revisin and resubmissin by the Jurnal f Cnsumer Psychlgy). Published Bk Chapters: Wiggin, Kyra L. (2011) Defining Livability: Hw Livable Cmmunities Cntribute t and Benefit frm Scial Chesin, in Cmmunicating Sustainability fr the Green Ecnmy, ed. Lynn Kahle, Armnk, N.Y.: M.E. Sharpe, p Hsieh, Meng-Hua, Kyra L. Wiggin, Xingb Li, Shailendra P. Jain and Steven S. Psavac (2011) Cmparative Advertising Research: A Review and Research Agenda, in Cracking the Cde: Hw Managers Can Drive Prfits by Leveraging Cnsumer Psychlgy, ed. Steven Psavac, Armnk, N.Y.: M.E. Sharpe, p

3 CV( W i g g i n ) 3 Wrking Papers: Wiggin, Kyra L., Shailendra P. Jain, and Martin Reimann, Curisity Tempts: The Influence f Curisity and Limited Beliefs abut Willpwer n Self-Cntrl, (targeted fr JCR; three experiments cmpleted) Wiggin, Kyra L. and Richard F. Yalch, When Virtuus Behavirs Beget Sin: Cntrasting Effects f Exercise n Self-Cntrl, (targeted fr JMR; data cllectin and analysis nging) Wiggin, Kyra L., Claudiu Dimfte, and Richard Yalch, The Curius Case f Cnsumer Curisity: Curisity Creates Patience, but Satisfying It Creates Impatience, (targeted fr JCR; three experiments cmpleted) Cnference Prceedings: Wiggin, Kyra L. and Richard F. Yalch (2013), Taking the Blame: The Effects f Scial Identity n Attributins fr the Lss f Membership, Sciety f Cnsumer Psychlgy, San Antni, TX Dimfte, Claudiu, Richard Yalch, and Kyra L. Wiggin (2012), False but Persuasive Infrmatin: The Autmatic Success f Infmercials, Assciatin f Cnsumer Research, Vancuver, British Clumbia Wiggin, Kyra L. and Rebecca Elmre-Yalch (2011), Defining Livability: The Rle f Scial Identity and Scial Cmparisns in Cnsumer Perceptins f Livable and Sustainable Cmmunities, Advertising and Cnsumer Psychlgy, Eugene, OR Wiggin, Kyra L. and Richard. Yalch (2011), Threats t Custmer Lyalty Rewards Prgram Membership: A Scial Identity Perspective, Sciety f Cnsumer Psychlgy, Atlanta, GA. HONORS AND AWARDS 2014 Haring Sympsium, Discussant The Graduate Schl s Tp Schlar Award, University f Washingtn, Cash Award, 2009 Outstanding Ecnmics Graduate, Bise State University, 2005 Dean's List with Highest Hnrs, Bise State University, Ecnmics Departmental Schlar, Bise State University, 2004 Ecnmics Department Student f the Mnth, Bise State University, Nvember 2004 Wmen f BSU/ Pat Bullingtn Endwment Fund Schlar,

4 CV( W i g g i n ) 4 TEACHING Teaching Assistant, University f Washingtn Marketing Research, 2014 Taught a class lecture n using Qualtrics fr experimental research Marketing Cncepts, Assisted in grading exams and marketing plan prpsals One-n-ne students meetings that reviewed key curse cncepts Teaching Assistant, Bise State University Statistical Methds, 2006 Prepared and lead hur-lng help sessins. Sessin cntent included general review and applicatin f curse cncepts such as ging ver mathematical equatins and exam questins Grading exams SERVICE Junir Reviewer, Jurnal f Cnsumer Research, 2014 Marketing Department, Subject Pl Crdinatr, PROFESSIONAL EXPERIENCE Assciate Prject Manager, Nrthwest Research Grup, Bise, Idah, Design and management f survey instruments and sampling plans Data analytics and reprting

5 CV( W i g g i n ) 5 REFERENCES Shailendra P. Jain (chair) Prfessr f Marketing / Department Chair Fster Schl f Business University f Washingtn (206) Claudiu Dimfte (c-authr) Assciate Prfessr f Marketing Cllege f Business Administratin San Dieg State University (619) Ann E. Schlsser (cmmittee member, instructr, subject pl supervisr) Assciate Prfessr f Marketing Fster Schl f Business University f Washingtn (206) Martin Reimann (c-authr, cmmittee member) Assistant Prfessr f Marketing Eller Cllege f Management University f Arizna (520)

6 K y r a W i g g i n _ C V 6 ABSTRACT OF PUBLISHED WORK AND PROJECTS UNDER REVIEW 1) Relatinships amng Lneliness, Interpersnal Dependency, and Disrdered Eating in Yung Adults, in Persnality and Individual Differences This research examines the integral rle f interpersnal dependency and lneliness as antecedents t disrdered eating thughts and behavirs amngst cllege students. This research finds that individuals wh are mre interpersnally dependent may appear t have greater bdy dissatisfactin and that this relatin is largely the result f feelings f lneliness. It builds n previus research that shwed a cnnectin between interpersnally dependency and eating disrders and research linking lneliness t eating disrders by examining the jint effects f these tw variables. Gender differences are als discussed. 2) Attributins fr Failure in Cnsumer-Brand Relatinships: Effects f Self- Verificatin and Self-Enhancement Mtivatins, invited t revise and resubmit at JCP Lyalty rewards prgrams are an effective marketing tl fr fstering cnsumer-brand relatinships. Hwever, smetimes prgrams underg structural changes that may negatively impact custmers ability t successfully achieve their gal f maintaining their membership. Althugh ne might expect that custmers with strnger relatinal self-view ties t the prgram t be mre frgiving, ur research shws that this is nt the case when the situatin results is a near miss shrtfall. In such cases, we find that these custmers experience a feeling f betrayal that leads t a self-serving pattern f attributins in which cnsumers assign mre blame t the brand even when they share respnsibility fr the shrtfall. This is the first research establishing a relatinship between gal pursuit failures, relatinal self-views, and self-serving attributins. 3) Defining Livability: Hw Livable Cmmunities Cntribute t and Benefit frm Scial Chesin, published in Cmmunicating Sustainability fr the Green Ecnmy What makes a cmmunity sustainable? This chapter prpses that it is the livability f that cmmunity and a sense f scial chesin amng cmmunity members. Livable cmmunities are thse that cntribute t the physical, scial, and mental well-being f its inhabitants and prvide an pprtunity fr persnal grwth. It is nt surprising that such cmmunities result in greater pst-selectin satisfactin and decrease the desire fr mbility. Hwever, the prcess thrugh which this ccurs is nt well understd. This chapter demnstrates that, with the exceptin f the need fr safety, the attributes that define a livable cmmunity are nt universal. Using MaxDIFF scaling, I find that three different cnsumer segments emerged that value a cmmunity based n its ability t prvide fr their different needs and desires. It further shws that cnsumers deliberately seek ut cmmunities based n thse needs and that when thse needs are met, livable cmmunities fster scial chesin amngst its inhabitants. That is, members frm a cmmunity-based identity. This further enhances their satisfactin with their cmmunity, which in turn, strengthens their lyalty t their cmmunity and makes that cmmunity sustainable. This study cntributes t sustainability research by establishing a methdlgy and scales fr segmenting cnsumers based n hw they define sustainability.

7 CV( W i g g i n ) 7 4) Cmparative Advertising Research: A Review and Research Agenda, published in Cracking the Cde: Hw Managers Can Drive Prfits by Leveraging Cnsumer Psychlgy Whether r nt cmparative advertisements are an effective mechanism fr persuading cnsumers has revealed that the answer is, it depends. A review f the extant literature suggests a cntingency view f cmparative advertising effectiveness that rests n three specific factrs stimulus, situatinal, and individual differences. In this chapter, we review hw each f the factrs affects the strength and/r directin f cmparative advertisement effectiveness and synthesize past findings int the prpsed framewrk. Further, we prvide an agenda fr future research in cmparative advertising.

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