Presentations
Toteva presents at virtual marking conference
Assistant Professor or Marketing Irina Toteva, Ph.D., attended and presented virtually at the Academy of Marketing Science Virtual 2020, December 14-19 2020 Conference. The conference proceedings are not available yet. The conference program can be viewed here. Toteva’s presentation consisted of a video recording and a slides presentation and is listed on p. 19.
Toteva’s research, titled “Bingewatching and Streaming Platforms: Brand Priming Influence on Behavior Intention and the Role of Social Distancing” explores how consumer consumption of video streaming services continues to evolve. New platforms such as Apple TV+, Disney+ and Peacock entering the $36-billion market and 60% of adults watching a few episodes of shows on demand, an activity known as bingewatching. At the onset of the 2020 pandemic people increasingly turned to bingewatching, cooking, or creative activities such as crafting. Prior research has shown that a creative brand such as Apple can prime a goal to be creative, resulting in better performance on a creative task. The present research explored the priming effects of streaming platform brand on consumers’ likelihood to engage in a creative task or in watching video episodes during social distancing. People who were high on bingewatching trait were more likely to engage in the creative task. Also, the more people changed their TV watching behavior due to social distancing, the higher the likelihood to participate in the creative task. While streaming platform brands may be associated with creativity, they are less likely to prime a goal to engage in a creative task (compared to a control no-brand). Thus, brand priming may be more consistent with the purpose of the service provided rather than with a brand personality association such as creativity.
