Business Commons^™

Planning And Implementing A Graduate Online Team Taught Marketing Course, Rajasree K. Rajamma, Michael Sciandra

Association of Marketing Theory and Practice Proceedings 2018

Online courses have become an important educational delivery tool for institutions of higher learning throughout the world. While popular among students and administrators, many faculty members have expressed concerns with online courses. Therefore, this paper highlights online team teaching as a potential solution to concerns harbored by faculty members. In particular, we discuss the planning, coordination, and implementation of a graduate online team taught marketing course and offer an instructional example to alleviate some of the issues with online teaching. Importantly, this paper explores online team teaching from the perspective of marketing faculty and outlines positive educator outcomes associated with …

Incorporating Professionalism Labs Into Marketing Curriculum, Tatia Jacobson Jordan

Association of Marketing Theory and Practice Proceedings 2018

This article discusses how to address present challenges in marketing education as a result of evolving student demographics and external conditions that leave students unprepared for the job market. Strategically incorporating professionalism labs, or career classes, into marketing department curriculum allows matriculating marketing students to hone the soft-skills that they need to transition successfully into professional positions.

Perceived Costs And Benefits Of Being A Resident In A Tourism Destination Location, Michael Musante

Association of Marketing Theory and Practice Proceedings 2018

Destination marketing is a form of tourism marketing that promotes a region or an event in order to increase the number of visitors. The underlying goal behind the efforts is the prospect of economic gains for the region. Destination marketing organizations such as tourism boards are taking on a more prominent role as they seek to promote a region as a vacation area, or more narrowly, promote a festival or special event.

While new guests to a region can result in increased employment opportunities and generate revenues for businesses, the influx of visitors can also lead to negative consequences. Within …

Tracing, Security, And Safety: The Problem With Wild-Caught Seafood Supply Chains, Stephen Lemay, Dave Mcmahon, Jeffrey Periatt

Association of Marketing Theory and Practice Proceedings 2018

This article explores the difficulties associated with long, complex, supply chains in seafood markets. It does a brief literature review, discusses some of the issues raised by the long supply chain, and then compares one long seafood supply chain to a short, problematic supply chain.

"No Triclosan Ever!": Effects Of Absence Framing Of Novel Product Ingredients On Consumer Evaluations., Tim Ozcan, Ahmet Hattat, Michael Hair

Association of Marketing Theory and Practice Proceedings 2018

We investigated effectiveness of promoting novel ingredients either with presence or absence positioning – both are common in marketplace (e.g. Secret® deodorant visibly claims “aluminum chlorohydrate” while Crystal® promotes “no aluminum chlorohydrate”). Initial study results show that consumers have more positive evaluations and purchase intentions for absence framing than presence framing and this effect is mediated by protection-related goals. After reviewing the literature in green/sustainable product attributes and regulatory focus, we show that absence-framed ingredients have better consumer evaluations when consumers are in the prevention mindset. Conversely, we show that, when customers are in promotion mindset and looking for a …

Materialism And Consumer Purchases An Exploratory Study: Are There Segments Of Materialistic Consumers?, Rick Mathisen, David Burns, Jennifer Hutchins

Association of Marketing Theory and Practice Proceedings 2018

Research on materialism has focused on the Richins Materialism constructs. The study focused on the relationship between materialism constructs, the positive and negative affect toward rivals and consumer purchase strategies when a rival purchased a product. Three segments of materialistic consumers were identified. Each segment model had different significant paths from the three short-form Richins Materialism constructs to the affect constructs and purchase constructs. PLSSEM and FIMIX analysis was used to develop the path models and segments by identifying unobserved heterogeneity in the data. The results indicate that not all consumers may exhibit the same materialism profiles as they are …

An Evaluation Of South African Vehicle Prices And Domestic Market Size, Keith Plekker, Perry Haan

Association of Marketing Theory and Practice Proceedings 2018

This study set out to identify what relationship exists between vehicle pricing and market size in a South African context. The research project’s design revolves around a quantitative method, consisting of a non-experimental strategy, with a longitudinal retrospective time horizon. The Box-Jenkins Method was used with auto regression and autocorrelation and partial autocorrelation functions for testing stationarity. The test involved the Rand’s changes against major currencies being related to increases in the advertised new vehicle price. The results of these tests showed weak correlations for the period 2008 to 2016. The conclusion was that no significant correlation exists between the …

An Exploratory Study On Ethical And Legal Issues Of Marketing Strategies In The Cigarette Industry: Perspectives On E-Cigarettes, Jason Bruce Kilby, Ismet Anitsal, Melek Meral Anitsal

Association of Marketing Theory and Practice Proceedings 2018

Cigarette and E-Cigarette companies use different marketing strategies to promote their product. Some of these marketing strategies could be considered by many to be both unethical as well as illegal. Many ethical and legal issues surround the cigarette industry and these same issues could be relevant in the emerging E-cigarette industry. This research organized cigarette industry behavior into a matrix where a behavior was classified on whether it was ethical, unethical, legal or illegal. In order for a behavior to be considered ethical it must meet the minimum standard of being legal except under moral exception. What is considered to …

Impact Of Acculturation And Internal And External Influences On Food Consumption Behavior Among Asian American Ethnic Groups, Ryan W. Kota, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2018

Retail food sales in the United States surpassed $5 trillion annually in 2015 and this number is on the rise. As a growing industry, it is important to understand what factors influence consumption. In this paper, the authors report on data collected from an ethnic segment that is growing in terms of overall population and spending power in the U. S.; Asian Americans. Through analyses of internal and external influences, and measurement of acculturation across 1,284 respondents, the authors are able to suggest that more acculturated individuals are more prone to be influenced by external factors (i.e., other foods and …

The Consequences Of Business Model Innovation On Market Orientation And Stakeholder Orientation In Disruptive Firms, Zach Moore

Association of Marketing Theory and Practice Proceedings 2018

Disruption is the new paradigm of business. Nearly a day goes by without the popular business press heralding a new “disruptor” that has come to lay waste to the existing industrial landscape and radically alter the way in which humanity will live. While this may seem like hyperbole, it is not entirely without merit. The past few decades have seen a tremendous growth of innovations that have caused widespread changes in the ways firms do business. As such, it is essential to understand the antecedents and consequences of innovation and disruption on firms.

In the taxonomy of innovation, there are …

Generosity As An Individual Difference Variable: Preliminary Steps Towards A New Measurement Scale, Leisa Reinecke Flynn, Jami Steen, Ronald E. Goldsmith

Association of Marketing Theory and Practice Proceedings 2018

Generosity is giving more real value to another entity than the giver expects in return. It is seen as the height of humanity by philosophers, and as non-rational by economists, and is not only encouraged but also mandated by religious institutions. Altruism, the motivator of generosity is called the main problem in sociobiology (Ridley & Dawkins 1981). Interest has been shown in generosity and altruism for centuries. Marketers are primarily interested in generosity as it drives support of non-profit causes, but it also has potential value in understanding complaint behavior, service failures, and tipping of service workers.

This paper represents …

Internal Services Brand Orientation: Comparing The Perspectives Of Managers, Employees, And Customers, Ceren Ekebas-Turedi, Musa Pinar, Paul Trapp, Tulay Girard

Association of Marketing Theory and Practice Proceedings 2018

Brand orientation plays an important role in creating competitive advantage. The success of a brand depends on the extent of the harmony between managerially advocated brand orientation, effective implementation of the brand orientation by staff, and appreciation of the brand orientation by customers. This requires brand orientation to be implemented during each touch point of the service delivery process, as the delivery of the brand is experienced by consumers in a process of co-creation with the service provider.

To have a successful brand orientation, it is necessary to examine the perceptions of management, contact personnel, and consumers to discover if …

Timing Of Market Entry For New Products: An Exploratory Case Study Of The Success Factors For Pioneering And Following, Eunsang Yoon, Hyeonjin Rim

Association of Marketing Theory and Practice Proceedings 2018

Launching a new product at the optimal time is imperative for the successful entry and penetration in the competitive market. Expectations of customers, responses of competitors, challenges of emerging start-ups, shortening of product life cycles, and global alliance of corporations are some of the evolving factors that are relevant to the timing decisions for a new product. This paper re-examines the timing-related strategic issues, reports an exploratory case study of the ninety-two pioneering or following market entries, and discusses the managerial implications for a firm’s market-entry decisions for a new product or service.

Why New Car Dealers Sell Used Cars: A Structural Analysis Of The Impact Of Used Car Markets On The Automobile Distribution Channel, Dinakar Jayarajan, S. Siddarth, Jorge Silva-Risso

Association of Marketing Theory and Practice Proceedings 2018

Most new car dealers also sell used cars from the same physical location. Used cars sold by these dealers are relatively good substitutes for new cars and thus, could compete with the new cars sold by the dealers. Previous empirical research on the automobile market has mostly ignored the presence of the used car market while the analytical literature provides ambivalent suggestions. In this paper, we study how the availability of used cars at new car dealers affects the substitution between new and used cars as well as how it affects the margins and profits obtained by the dealer and …

Gender And Cybersecurity: Consumer Awareness, Experience And Trust, M. Olguta Vilceanu, Kristine Johnson

Association of Marketing Theory and Practice Proceedings 2018

In light of the growing epidemic of cyberattacks, it is important to understand how different groups within the general population connect information with attitudes and behaviors. Internet transactions become less of an option and more of a requirement for consumers and the workforce. This study explored the connection between awareness, experience, and trust with the goal of identifying communication strategies that will ultimately steer consumers toward healthy cyberbehaviors. Consumer trust in government and business organizations is the desired status quo for everyone. Awareness and experience are important modifying factors and both are addressable through strategic consumer communication campaigns. Understanding the …

What Happens After You Are Shocked? An Investigation Of Emotional Response, Brand Attitude, Attitude Toward Ad And Purchase Intention Of Shock Advertising In Chinese Consumers, Shuo Yan, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2018

The goal of this paper is to validate the emotion toward the ad scale among Chinese consumers as well as test several well-accepted hypotheses in advertising literature in shock advertising setting. The results of our study suggested that emotion was correlated with attitude toward ad (Aad), the casual relationship between Aad and Attitude toward brand (Ab), and the correlation between Ab and purchase intention (PI). A validated emotion scale was also proposed to measure emotions after viewing ads in Chinese consumers. A 17-item feelings toward ads (emotion) scale was finalized by using EFA. Suggestions for future research were discussed.

#Fomo: How The Fear Of Missing Out Drives Consumer Purchase Decisions, Michelle Van Solt, Jessica Rixom, Kimberly Taylor

Association of Marketing Theory and Practice Proceedings 2018

The fear of missing out (FOMO), defined as “a pervasive apprehension that others may be having rewarding experiences from which one is absent” (Przybylski et al., 2013), has been seen as a motivator for individuals to take action. This paper focuses on consumers’ experiential purchase decisions motivated by FOMO. More specifically, we explore the situational factors that can lead to higher levels of FOMO including the social group (i.e., close vs. distant) and type of experiences (i.e., ordinary vs. extraordinary). We also distinguish FOMO from anticipated regret. Given that there is little empirical consumer research on FOMO, it is important …

The Influence Of Consumer Habits In The Customer Journey: How The Habit Loop Can Change The Game, Charla F. Brown

Association of Marketing Theory and Practice Proceedings 2018

The role of consumer habit can be an undervalued predictor of purchase behavior. Habit literature gleans from psychology that the simple influence of a habit in relation to purchase behavior can be an ingrained act. Facets of habit literature recognize the driving influence of habits in consumer decision making, but there remains a disconnect between habit perpetuation and a marketer’s ability to influence it. What is often overlooked is the automatic response involved in the customer’s decision-making process. While there is intense focus in marketing curricula on consumer behavioral marketing, the extent of habit’s impact on consumer purchase decisions can …

Toward A Better Understanding Of Organic Products Consumption: The Key Role Of Consumers’ Involvement, Nataly Levesque, Frank Pons, Mahshid Omid

Association of Marketing Theory and Practice Proceedings 2018

Food consumption is at the base of human needs and represents an important part of our everyday life (Gottschalk & Leistner, 2013). Furthermore, the organic food market is probably the most promising sector of the global food industry (Tarkiainen & Sundqvist, 2009). However, the gap, often mentioned in the literature, between positive attitude towards organic products and actual behavior regarding these products still represents a major issue. Thus, in this paper, we propose to address this issue using an extended version of the Theory of Planned Behavior to explain parts of this gap and to highlight the crucial role played …

A New In-Store Digital Landscape: Effect On Engagement, Innovativeness, And Unplanned Grocery Shopping Outcomes, Dale Cake, Vikas Agrawal, Douglas Johansen

Association of Marketing Theory and Practice Proceedings 2018

Digital technologies are having a profound effect on the path to purchase in a grocery retail environment. Secondary research data on shopping habits is used to analyze the relationship of consumer digital technology use, a consumer’s innovativeness, and consumer engagement with unplanned grocery shopping behavior within a grocery store environment. Findings indicate that all of three variables have a direct, significant effect on unplanned grocery shopping outcomes and that innovativeness has a direct effect on engagement. Future study will consider the impact of key market segments, shopping situations and digital technology types.