2015 American Marketing Association

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Presentation at the 2015 American Marketing Association Summer Marketing Educators' Conference in Chicago, IL (August 2015). The presentation features research I am working on with Bradley Fay: https://www.linkedin.com/in/bradleyfay

Business

ALEXANDER-EMERY ET AL (2005) | SEXTON & HELMREICH (2000) | KACEWICZ ET AL (2009)
HIGHER STATUS
“WE”
LOWER STATUS
“I”

LYING
DEPRESSED
NEGATIVE EVENT
AGREEMENT
POSITIVE EVENT
KAHN ET AL (2007) | NEWMAN ET AL (2003) | RUDE ET AL (2004)

WE
WIN
CIALDINI ET AL (1976) | CAMPBELL ET ALL (2004)

PRONOUNS
VERBS
TENSE
NEGATIONS
SOCIAL
AFFECT
COGNITIVE
BIOLOGICAL

STUDY 1: 1ST PERSON SINGULAR VS. 1ST PERSON PLURAL
“I”
VS.
“WE”

0
0.15
0.3
0.45
0.6
0% 100%
WIN
LOSS
WINNING PERCENTAGE
1ST PERSON SINGULAR VS PLURAL
MORE
“I”
MORE
“WE”

STUDY 2: 1ST PERSON VS. 3RD PERSON
“WE”
VS.
“THEY”

0
0.1
0.2
0.3
0.4
0% 100%
WIN
LOSS
WINNING PERCENTAGE
1ST VS 3RD PERSON
MORE
“WE”
MORE
“THEY”

STUDY 3: POSITIVE VS NEGATIVE EMOTIONS
POSITIVE
VS.
NEGATIVE
EMOTIONS

0
0.3
0.6
0.9
1.2
WINNING PERCENTAGE
0% 100%
WIN
LOSS
POSITIVE VS NEGATIVE EMOTIONS
MORE
POSITIVE
MORE
NEGATIVE

PRONOUNS
AS TEAMS WIN…
FIND A BALANCE/
STATUS QUO.

PRONOUNS
LOSING TEAMS
DEFAULT TO
CREDIT/BLAME.

EMOTIONS
BUILD ON WINS.
DON’T GET TOO
NEGATIVE ABOUT
A LOSS.

BRADLEY FAY
CHRISTOPHER LEE
TEMPLE UNIVERSITY
CHRISLEE@TEMPLE.EDU
@SPORTSOLOGIST
CHRISTOPHERLEE.COM
ARIZONA STATE UNIVERSITY
BRADLEY.FAY@GMAIL.COM
@BRADLEYFAY

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2015 American Marketing Association

3. LITERATURE

4. ALEXANDER-EMERY ET AL (2005) | SEXTON & HELMREICH (2000) | KACEWICZ ET AL (2009) HIGHER STATUS “WE” LOWER STATUS “I”

5. LYING DEPRESSED NEGATIVE EVENT AGREEMENT POSITIVE EVENT KAHN ET AL (2007) | NEWMAN ET AL (2003) | RUDE ET AL (2004)

6. WE WIN CIALDINI ET AL (1976) | CAMPBELL ET ALL (2004)

7. DATA

8. 9,851 GAMES DATA: 2011-2014

9. 9,851 GAMES x 2 WRITEUPS

10. 19,702 WRITEUPS

11. LIWC

12. PRONOUNS VERBS TENSE NEGATIONS SOCIAL AFFECT COGNITIVE BIOLOGICAL

13. + 160 VARIABLES

14. STUDIES

15. STUDY 1: 1ST PERSON SINGULAR VS. 1ST PERSON PLURAL “I” VS. “WE”

16. 0 0.15 0.3 0.45 0.6 0% 100% WIN LOSS WINNING PERCENTAGE 1ST PERSON SINGULAR VS PLURAL MORE “I” MORE “WE”

17. STUDY 2: 1ST PERSON VS. 3RD PERSON “WE” VS. “THEY”

18. 0 0.1 0.2 0.3 0.4 0% 100% WIN LOSS WINNING PERCENTAGE 1ST VS 3RD PERSON MORE “WE” MORE “THEY”

19. STUDY 3: POSITIVE VS NEGATIVE EMOTIONS POSITIVE VS. NEGATIVE EMOTIONS

20. 0 0.3 0.6 0.9 1.2 WINNING PERCENTAGE 0% 100% WIN LOSS POSITIVE VS NEGATIVE EMOTIONS MORE POSITIVE MORE NEGATIVE

21. DISCUSSION

22. PRONOUNS AS TEAMS WIN… FIND A BALANCE/ STATUS QUO.

23. PRONOUNS LOSING TEAMS DEFAULT TO CREDIT/BLAME.

24. EMOTIONS BUILD ON WINS. DON’T GET TOO NEGATIVE ABOUT A LOSS.

25. + 160 VARIABLES IDEAS? SUGGESTIONS?

26. BRADLEY FAY CHRISTOPHER LEE TEMPLE UNIVERSITY CHRISLEE@TEMPLE.EDU @SPORTSOLOGIST CHRISTOPHERLEE.COM ARIZONA STATE UNIVERSITY BRADLEY.FAY@GMAIL.COM @BRADLEYFAY