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Project Renew Worcester, Danni Yue, Amy Zhang, Jing Han, Omid Ashrafi, Yiming Xu 2018 Clark University

Project Renew Worcester, Danni Yue, Amy Zhang, Jing Han, Omid Ashrafi, Yiming Xu

School of Professional Studies

n The client for this capstone project is RENEW Worcester which is a fledgling solar power project whose main goals are to bring renewable energy in the form of solar power into local, primarily low-income communities and are committed to the mission of making the transition off of fossil fuels to clean, renewable power. Based in Worcester, Massachusetts, they are a local chapter of Co-op Power which is a consumer-owned sustainable energy cooperative (co-op) made up of numerous different local chapters all over the New England area as well as the state of New York. The problem that we will ...


Mirror, Mirror On The Retail Wall: Self-Focused Attention Promotes Reliance On Feelings In Consumer Decisions, Hannah H. CHANG, Iris W. HUNG 2018 Singapore Management University

Mirror, Mirror On The Retail Wall: Self-Focused Attention Promotes Reliance On Feelings In Consumer Decisions, Hannah H. Chang, Iris W. Hung

Research Collection Lee Kong Chian School Of Business

The authors propose that increased attention that consumers pay to themselves promotes relative reliance on affective feelings in making decisions. This hypothesis was tested in a variety of consumption domains and decision tasks, including real-life, consequential charitable donations. Consistent support from five experiments with more than 1,770 participants shows that (a) valuations of the decision outcome increase when consumers with high (low) self-focus adopt a feeling-based (reason-based) strategy. The hypothesized effect of self-focus on relative reliance on feelings in decision making is (b) moderated by self-construal. Further, greater attention to the self (c) increases evaluations of products that are ...


The Kiwi Way: Marketing In New Zealand, A Program Design For Johnson & Wales University, Rachael L. Peters 2018 SIT Graduate Institute

The Kiwi Way: Marketing In New Zealand, A Program Design For Johnson & Wales University, Rachael L. Peters

Capstone Collection

The proposal for a study abroad program to be implemented at Johnson & Wales University [JWU] results from a five-month internship in the JWU Abroad office and multiple interviews with full-time colleagues in the department. It is designed to not only expand the current JWU portfolio in subject matter and program location, but to strengthen a newly built partnership with American Universities International Programs Limited [AUIP] through the addition of a second collaborative program in the provider’s catalogue.

The Kiwi Way: Marketing in New Zealand is a twelve-day faculty-led study abroad [FLSA] program that splits time between the cities of ...


When Beauty Is The Beast: The Effects Of Beauty Propaganda On Female Consumers, Savannah Greenfield 2018 University of Nebraska at Omaha

When Beauty Is The Beast: The Effects Of Beauty Propaganda On Female Consumers, Savannah Greenfield

Theses/Capstones/Creative Projects

Women are faced with a constant barrage of advertisements every day and the subliminal messages that come with this visual assault. These messages are influenced by years of sexism and oversexualization in the media, and shape the actions of female consumers. This investigation reviews three existing studies that demonstrate the negative effects of beauty advertisements on women. These effects are then studied through the lens of female consumer behavior to evaluate women’s motivations in continuing to buy beauty products. A link between negative effects and consumer motivations is discussed to reveal the harsh grip of sexism on the beauty ...


Consumer Welfare And Price Discrimination: A Fine Line, Marie Wallmark, Eyal Greenberg, Dan Engels 2018 Southern Methodist University

Consumer Welfare And Price Discrimination: A Fine Line, Marie Wallmark, Eyal Greenberg, Dan Engels

SMU Data Science Review

Traditionally, it was not feasible for businesses to determine the maximum price the buyer was willing to pay, but with the availability of big data and the deployment of sophisticated algorithms, with a great degree of precision businesses can ascertain the maximum willingness price. Some forms of price discrimination are prohibited under the Robinson-Patman Act of Antitrust (1890), provided demographic characteristics such as race and gender are the determining factors. The problem with this interpretation is that sellers are not transparent about what factors are taken into consideration when determining price. Current laws are either limited in their interpretation or ...


The Case For Showrooming, Cristina Nistor, Prashanth Nyer 2018 Chapman University

The Case For Showrooming, Cristina Nistor, Prashanth Nyer

Business Faculty Articles and Research

Showrooming has deeply affected the retail market in the past decade. As consumers became able to easily compare prices on their mobile devices, they started using retail stores to try on and experience products and then they ordered online the lower priced versions they liked best to be delivered directly to their homes. As retailers are trying to adapt to the showrooming challenges and the shift to online purchases, stores are increasingly adopting showrooming as a new selling format. We present examples of successful showrooming and develop a framework for when the new selling format can be expected to be ...


How Has The Food Industry Manipulated The Way Consumers Perceive Food And Health?, Angelina Garavente 2018 Honors College, Pace University

How Has The Food Industry Manipulated The Way Consumers Perceive Food And Health?, Angelina Garavente

Honors College Theses

Food is the most advertised commodity in the United States and food corporations spend on average over $36 billion a year on marketing and advertising (Albritton 172). Seventy percent of total advertising goes to market convenience foods, candy, snacks, soft drinks, desserts and alcohol (Albritton 172). As a result of the wide range of marketing on an even wider range of products, consumers have been taught to feel they have a considerable amount of choice. Ironically despite the array of brand-name commodities that give off this impression, only a few giant corporations control much of what is being offered.


2018 July, Morehead State University. Office of Communications and Marketing 2018 Morehead State University

2018 July, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archives

Press releases for July of 2018.


A Chinese Perspective For Internal Marketing: A Review Of The Literature And Suggestions For Future Research, Yu-Ting Huang 2018 National Taiwan University, Taiwan

A Chinese Perspective For Internal Marketing: A Review Of The Literature And Suggestions For Future Research, Yu-Ting Huang

Communications of the IIMA

Internal marketing is increasingly important for the development of new organisational strategy. Previous research has reviewed internal marketing studies published in the English-speaking world during last three decades. This current paper is an extension of those other review works. This study concerns the articles that were identified to be in the Simplified Chinese language. This research hence expends review work to focus on Mainland China. This paper provides a review of Chinese literature, placing emphasis on how Chinese scholars in mainland China engage in the area of internal marketing. The review of Chinese internal marketing research shows that the large ...


The Effects Of Immediate And Delayed Payments On Consumption Behavior, Arvind Agrawal 2018 University of Nebraska - Lincoln

The Effects Of Immediate And Delayed Payments On Consumption Behavior, Arvind Agrawal

Dissertations, Theses, and Student Research from the College of Business

Payment-timing is conceptualized as a payment instrument focal characteristic to explain differences in consumers’ purchasing behavior when they chose to pay-now versus pay-later. Payment-timing preferences represent consumers’ attitudes, beliefs, and motivation for delaying marketing transactions. Cash, debit cards, and online banking represented consumers’ preferences to pay-now, while credit cards and loans represented the inclination to pay-later.

There were two key findings: Firstly, I present payment-timing models that theorize consumers’ choice of payment types with differences in payment-timing and motivations to pay for purchases. Two models are presented that unify the following attitudes and motivations: (1) five attitudinal antecedents to consumers ...


Marketing Plan For Create: Art Studio And Workshop, Rachel Marter 2018 Bowling Green State University

Marketing Plan For Create: Art Studio And Workshop, Rachel Marter

Honors Projects

CREATE: Art Studio and Workshop is a privately-owned art studio that hosts classes, workshops, and camps for both children and adults of varying skill levels. They offer topics such as painting, drawing, hand lettering, and other mixed media options. Although they teach courses for all age groups, their primary focus is the children’s classes. CREATE is owned by two Perrysburg moms: Deborah Lambdin and Kerry Wellstein. They founded the studio in 2014 and are currently in their fifth year of business. They thrive on the idea that art is not solely about the finished product, but rather the process ...


Exploring Positive Outcomes Of Decision Making Biases In The Field Of Entrepreneurial Marketing, Pouria Nouri, Narges Imanipour, Kambiz Talebi, Mohammadreza Zali 2018 University of Tehran, faculty of entrepreneurship

Exploring Positive Outcomes Of Decision Making Biases In The Field Of Entrepreneurial Marketing, Pouria Nouri, Narges Imanipour, Kambiz Talebi, Mohammadreza Zali

The Qualitative Report

Entrepreneurs make important decisions regarding different aspects of their enterprises. Given the bulk of uncertainty, complexity as well as the rapid rate of change in their business environment, entrepreneurs’ decisions, including their marketing decisions, are prone to decision-making biases. Previous research has mainly focused on the negative outcomes of decision-making biases for entrepreneurs. We argue that sometimes entrepreneurial decision-making biases could have positive outcomes, too. Ignoring these positive outcomes has led to a serious research gap in the field of entrepreneurship. Thus, in this paper, we attempted to explore positive outcomes of decision-making biases in entrepreneurs’ marketing decisions with a ...


2018 June, Morehead State University. Office of Communications and Marketing 2018 Morehead State University

2018 June, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archives

Press releases for June of 2018.


Goliath Sized Campaign: Promoting Leadership Principles To The Millennial Generation Utilizing A Guerrilla Design Campaign, Ryan Smith 2018 Liberty University

Goliath Sized Campaign: Promoting Leadership Principles To The Millennial Generation Utilizing A Guerrilla Design Campaign, Ryan Smith

Masters Theses

We are nearing a critical juncture with the retirement of the Baby Boomer generation. The growing demand to replace this workforce with the millennial generation causes us to consider if millennials are up to the challenge. Although this next generation is tech-savvy, resourceful and innovative, many millennials have shared shortcomings including a sense of entitlement, demand for attention and praise and a poor work ethic. Lack of experience and no sense of direction, causes other generations to patiently wait to see what will come of millennials. But through strong leadership development there is hope. By instilling leadership characteristics and encouraging ...


Welcome Home, Chelsea Schulz 2018 University of Tennessee, Knoxville

Welcome Home, Chelsea Schulz

EURēCA: Exhibition of Undergraduate Research and Creative Achievement

Hearth & Home Renovation and Design, LLC is a real estate investment, renovation and home design company serving the greater Nashville Area market. Hearth & Home acts primarily in the following three industries: real estate, flipping/renovation, and design. Through synergistic actions across all of these industries, Hearth & Home delivers superior customer value to home-buyers. Hearth & Home has identified several strategic competitive advantages which are found through key partnerships, design and brand equity. Key partnerships will lead to mutually beneficial cost efficiencies. Design will create distinction and opportunities to retain customers longer than competitors. Brand equity will be built through a sophisticated content-driven marketing campaign; these marketing efforts address a gap in the market and serve as a differentiator among competitors. Through each step of the process, the Hearth & Home brand represents superior quality. This is recognizable not only in the quality of construction and design efforts, but also in the customer service delivered during each and every interaction.


The Future Of Car Dealerships: Omnichannel Sales In The Experience Economy, Cameron Skinner 2018 University of Wyoming

The Future Of Car Dealerships: Omnichannel Sales In The Experience Economy, Cameron Skinner

Honors Theses AY 17/18

Skinner, Cameron, J., The Future of Car Dealerships: Omnichannel Sales in the Experience

Economy, B.S., Management & Marketing, April, 2018

As the demographics of the car-buying population begin to undergo dramatic shifts, the dealership model is facing unprecedented challenges to adapt to the new experience economy. Currently, only 17% of polled participants like the current car-buying model, which has negative implications for multiple industries directly and complementarily associated with dealerships. With industry disruptors, such as Tesla, challenging the quo socially, technologically, and legislatively while hedging at leaders and garnering market share, the car salesman concept (that has been in place ...


Two Essays On The Link Between Consumer-Brand Relationships And Customer Brand Loyalty, Mansur Khamitov 2018 The University of Western Ontario

Two Essays On The Link Between Consumer-Brand Relationships And Customer Brand Loyalty, Mansur Khamitov

Electronic Thesis and Dissertation Repository

Customer brand loyalty is one of the most important concepts to consumer researchers and marketing practitioners. A considerable amount of research over the last 20 years documents that different consumer-brand relationship constructs, such as those characterized by attachment, identification, brand love, self-brand connection and trust, are positive predictors of customer brand loyalty. However, there is little consensus on what consumer-brand relationship constructs are superior predictors of loyalty and under what conditions each type performs relatively better. To advance understanding of how well different consumer-brand relationship constructs drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building ...


Marketing In The Modern World: Tourism After Terrorist Attacks, Alison Geary 2018 University of Wyoming

Marketing In The Modern World: Tourism After Terrorist Attacks, Alison Geary

Honors Theses AY 17/18

The travel and tourism industry is one of the world’s largest industries with a global economic contribution (direct, indirect, and induced) of over 7.6 trillion U.S. dollars in 2016. The direct economic impact of the industry in the areas of accommodation, transportation, entertainment, and attractions, was approximately 2.3 trillion U.S. dollars that year (United Nations World Tourism Organization, 2017). However, in recent years, the prevalence of terrorist attacks is causing hesitation in would-be travelers and stigmatizing certain destinations. According to Statista, the number of terrorist attacks in 2017 was 22,487, which includes acts of ...


Corporate Sponsorship And University Campuses: Determining The Effectiveness Of University Sponsorship Efforts At Pittsburg State University, Michaela J. Joines 2018 Pittsburg State University

Corporate Sponsorship And University Campuses: Determining The Effectiveness Of University Sponsorship Efforts At Pittsburg State University, Michaela J. Joines

Electronic Thesis Collection

A multi-phase study was completed to determine the effectiveness of corporate sponsorship efforts at Pittsburg State University. Pittsburg State engages in corporate sponsorship to partner with local and national companies, seeking to benefit both the university and its partners. The study sought to find factors that improve the effectiveness of such sponsorship efforts as determined by stakeholders’ ability to recall sponsors, differences in attitudes toward national and local sponsors, and how brand attachment to the university or sponsoring brands effects perception of the sponsorship alliances. Phase One included interviews with stakeholder groups (students, faculty/staff, alumni, and community members) and ...


A Social Media Analysis Of Users, Their General Happiness, And The Impact On Marketers, Megan Hamberg 2018 Western Kentucky University

A Social Media Analysis Of Users, Their General Happiness, And The Impact On Marketers, Megan Hamberg

Honors College Capstone Experience/Thesis Projects

As the internet and social media become more prominent in today’s society, it is important for marketers and others to understand who is using these platforms and how this usage affects overall happiness. Using data gathered from the General Social Survey (GSS) 2016 Cross-Section and a survey created and distributed to Western Kentucky University (WKU) Students, this research examines the effect of demographic variables on whether or not respondents utilize Facebook, Instagram, Twitter, and Snapchat. Then, the impact of having accounts on these social media platforms on users’ overall general happiness is analyzed. Several other regressions were run and ...


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