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Fox PhD Student Wins Award for Research Correlating Crowdedness with Response to Advertisements


September 4th, 2014

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A PhD student from Temple University’s Fox School of Business proved she can stand out in a crowd. Michelle Andrews received the Best Conference Paper Award at the 2014 American Marketing Association Summer Educator Conference Aug. 2 in San Francisco.

Andrews’ paper, titled, “Using Mobile Technology to Crowdsense,” employed crowdedness as an environmental factor that affects how people respond to mobile advertisements. The study for her research paper, which was co-authored by Xueming Luo, a Professor of Marketing in the Fox School’s Marketing and Supply Chain Management department, was conducted within subway trains.

In the context of a subway train, the measurement of crowdedness – a sometimes-abstract entity in research, Andrews remarks – becomes more precise.

“The reason we chose the subway train context was that it was unique,” said Andrews, who will earn her PhD in Marketing from the Fox School in Spring 2015. “During a subway commute, you’re surrounded by others in a public environment with little to do.”

Andrews, who signed a non-disclosure agreement regarding her research paper, could not specify which specific subway system she used for her research paper, but noted it was located in southeastern China, where, as Andrews pointed out, subways are mobile-equipped. That enabled Andrews and her co-authors to determine the number of mobile users within the specific dimensions of a subway train.

“We predicted crowdedness would increase immersion into mobile devices,” she explained. “We found that in congested trains, purchase rates were significantly higher than in uncongested ones.”

Andrews’ winning paper was co-authored by Zheng Fang, of China’s Sichuan University and Anindya Ghose, of New York University.

Also at the conference, Andrews’ research papers earned two further distinctions. The same paper that received the conference’s overall Best Paper Award also garnered the Best Track Paper Award in the Digital Marketing & Social Media track. Another of her research papers, titled “The Effectiveness of Cause Marketing” received the Best Track Paper Award in the Social Responsibility & Sustainability track.

“Michelle is so hard-working and innovative in her thinking for what’s coming next for the Marketing discipline, and the Best Conference Paper Award recognizes her for that,” Dr. Luo said. “Hopefully, this significant award will be influential, not only for our school but also for marketing on the whole, in demonstrating how to connect with consumers anytime, anywhere.”

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