Sheth-MSI ACR Pre-Conference
Cravings, Coping, and Consequences
Navigating Vices, Virtues, and Indulgences
In the Age of Generative AI
Co-Chairs
Martin Reimann
University of Arizona
Christoph Hüller
New Mexico State University
In this pre-conference, co-sponsored by the Sheth Foundation and the Marketing Science Institute, get ready to explore how indulgence, vices versus virtues, compensatory consumption, and maladaptive behaviors collide in our ever-evolving, AI-supercharged marketplace. On one hand, intelligent algorithms stoke desires, shape judgments, and possibly propagate maladaptive behaviors through hyper-personalization and emotional triggers. On the other hand, the same technologies can be harnessed to potentially strengthen self-control, guide consumers toward healthier choices, and promote long-term consumer well-being.
This tension will be at the heart of our discussions. Join leading scholars for a high-energy, forward-looking pre-conference that tackles one of the most urgent frontiers in consumer research. Attendees will be considered for opportunities to receive research funding and/or publish their working papers in MSI’s working paper series.
Acknowledgements
We thank the Sheth Foundation and the Marketing Science Institute, the Sheth-ACR liaison Ellie Kyung, as well as the ACR conference co-chairs Selin Malkoc, Avni Shah, and Kathleen Vohs for their generous feedback and support in putting this pre-conference together.
Place & Time
October 9, 2025
1:00PM to 4:30PM
Registration & Participation
There is limited space still available for this pre-conference. If you would like to attend, register for this pre-conference by clicking the button below or this link. Note that this link is separate from that of the main conference and you will need to log into your ACR account to register.
Registration is $50 for faculty and $25 for students.
PhD students can apply for a limited number of $500 travel stipends sponsored by the Sheth Foundation (competitive) for the conference. In order to apply for a travel award, you will need to submit:
- Your CV
- An up to 500-word description of your interest and work in this research area
- A letter from your advisor recommending you for the travel award and confirming that the remainder of your travel can be covered by your advisor if you were to receive the award.
To submit your application for a student travel award, click the button below. For questions, contact Ellie Kyung (ekyung@babson.edu).
Program for Craving, Coping, and Consequences
1:00: Welcome message and pre-conference overview (Martin Reimann & Ellie Kyung)
1:15: Keynote speech by George Loewenstein, Carnegie Mellon University
2:15: Moderated panel discussion with George Loewenstein, Keith Smith (MSI), and Martin Reimann (moderator: Christoph Hüller)
2:30: Networking coffee & tea break
2:45: Breakout to smaller groups for research pitching and ideation (Martin Reimann & Christoph Hüller): “WIBGI—Wouldn’t It Be Great If…”
3:30: Bring results research ideas up to the entire group (Christoph Hüller)
“Teasing out potential conceptual contributions and substantive implications of future consumer research”
4:15: Pre-conference summary and next steps for the field (Martin Reimann)
4:30: Adjourn
