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The Role Of Consumer Resilience On Situated Learning, Active Coping And Well-Being While Dealing With Service Experiences: Psychological Flexibility As A Moderator, Mousumi Bose

Journal of Applied Marketing Theory

Extant research has discussed how consumers cope with numerous stressors and how coping can help with their well-being. Additionally, recent research has highlighted the importance of situated learning or learning that takes place in the same context in which it is applied, in the process of coping with stressful service encounters. This research relates to the effect consumer resilience can have on situated learning, active coping and well-being, especially when faced with stressful service situations. Results from an online survey of consumers demonstrated the positive effect of resilience on situated learning that affects active coping through partial mediation. Both situated …

College Students’ Purchase Behaviors Of Single-Serve Premium Juices, Robin Hardin, Michelle L. Childs, Win G-Y Koo, Kwangho Park

Journal of Applied Marketing Theory

There has been a surge in demand for premium single-serve juices, and college students may be in the forefront of this growing trend because of the perceived social status accompanied by their consumption. External influence (i.e., peer influence and social status) emerged as a component of motivation for the use of premium juices. Findings contribute to Veblen’s theory of conspicuous consumption, demonstrating that consumer motivation for status-laden products occurs even for consumable products that are relatively low cost.

Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee

Journal of Applied Marketing Theory

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …

Defining Health Care Marketing: A Review Of Scholarly And Other Textual Sources, Gary Daniel Futrell

Journal of Applied Marketing Theory

A review of scholarly works and leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm …

Comments From The Editors, Tulay Girard, Melek Meral Anitsal

Journal of Applied Marketing Theory

Comments from the Editors:

We welcome you to the current issue of the Journal of Applied Marketing Theory. The objective of Journal of Applied Marketing Theory (JAMT) is to provide a reputable platform for publishing academic research that advances marketing knowledge and offer insights for marketing managers. In the current issue we are pleased to present five manuscripts that offer unique insights into a number of diverse topics. Each article received praise from our review team and we are happy to have the opportunity to present them to you in this edition of JAMT.

Investigating Consumer Concept In A Niche Retail Market, Gary R. Holmes, Clinton Amos, Grace Lixuan Zhang

Journal of Applied Marketing Theory

This paper examines the relationship between self-concept, store image, service quality, loyalty, and share of wallet in a high-end niche retail market. Data was obtained from a high-end outdoor retail store customer email database. Partial Least Squares (PLS), was used to assess the psychometric properties of the measurement model and to test the hypotheses. A significant positive relationship was found between actual self-concept and store image; store image and loyalty; service quality and loyalty; and loyalty and share of wallet. This research suggests service quality perceptions, and particularly store image will enhance loyalty and increase share of wallet. The concurrent …

Building A Personal Brand Using Impression Management In Social Networks, Carlos Valdez, Jorge Villegas

Association of Marketing Theory and Practice Proceedings 2022

As digital social networks become an integral part of career placement, advancement, and professional networks, young professionals are required to find ways to compete for the attention of potential and current employers. One of the theories that have been used across diverse areas from marketing scholars (Zamudio et al., 2013, Close et al., 2011; Noble et al., 2010) to fashion models (Parmentier et al., 2013) to understand self-promotion for professionals is personal branding. Recent articles like Swaminathan et al. (2020) have expressed the need to understand better how consumers are branding themselves in the hyperconnected world and what psychological consequences …

Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing, Corinne Chevalier, Gaelle M. Moal

Association of Marketing Theory and Practice Proceedings 2022

Advertising efficiency relies partly on the viewer’s identification to the model used in the ad and model gender facilitates the identification process. Relying on gerotranscendance theory (Tornstam, 2009), we assume that gender identification is not as important to seniors as it used to be when they were younger and that the gender of the model will have no effect on variables of the persuasion process. The results of a survey on 512 seniors aged 60 to 85 reveals that the model’s gender has little impact on the perception of ads by senior viewers. However, matching product gender and model gender …

From Customizing Products To Possessive Bonds: The Role Of Consumer Involvement And Consumer Privacy Concern, Hua Chang, Lingling Zhang

Association of Marketing Theory and Practice Proceedings 2022

Despite the prevalence of customized products and service in the marketplace, little research has examined the impact of customization on consumers. The current research investigates the role of brand customization on consumers’ brand relationship and brand attitude. The findings from two experiments demonstrate that consumers with high involvement (vs. low) will have more positive brand relationship and brand attitude. In addition, consumer’s privacy concern moderates this relationship such that the identified positive effect exists only for those with a low privacy concern.

The Need For Non-Market Strategy: Epistemic Communities, Globesity And The Marketing Of Fast Food, Amit Mukherjee, Naz Onel

Association of Marketing Theory and Practice Proceedings 2022

Our preliminary research indicates the gradual coalescence of several disparate pressure groups into an epistemic community on the issue of curbing marketing practices in the quest for global obesity control. The epistemic community has converged on the WHO as the most receptive political venue and is engaged in information politics, symbolic politics, leverage politics, and accountability politics in its attempt to guide the WHO toward the path of a global regulatory regime on the marketing of fast food.

How Cultural Factors Affect Chinese Americans’ Attitudes Towards Seeking Mental Health Services, Arlene Q. Chen, Xinji Xiao, Yueting Wu, Xuan Zhang, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2022

Chinese Americans are the largest ethnic group among Asian Americans. However, the treatment rate for mental illness among Chinese Americans is much lower compared to other ethnic groups. Studies have been conducted on cultural barriers that prevent Asian Americans from seeking mental health treatment, but there is a lack of research on specific ethnic groups, such as Chinese Americans or Korean Americans because they are frequently grouped into homogenous clusters. This study will identify the cultural factors that influence Chinese Americans’ attitudes towards seeking mental health treatment and analyze how these factors affect their behaviors in seeking mental health treatment.

The Unintended Effects Of Tamper-Evident Packaging, Marissa Orlowski, Sarah Lefebvre, Laura Boman

Association of Marketing Theory and Practice Proceedings 2022

Third-party food delivery (TPFD) services such as DoorDash, Uber Eats, and Grubhub introduces increased opportunities for contamination through the introduction of unknown variables between the restaurant and consumer. Across two studies, we examine the effect of tamper-evident food packaging closures in a TPFD context, revealing a negative effect of a tamper-evident seal on willingness to pay through decreased satisfaction. This negative effect is robust across both food and beverages. Finally, consumers’ perception of risk of illness (PRI) from TPFD moderates this effect.

Mothers With Empty Arms: Marketing, Stigma, And Bereaved Mothers, Elizabeth A. Minton, Carissa Anthony, Cindy Xin Wang, Alexa Fox

Association of Marketing Theory and Practice Proceedings 2022

Despite over one-quarter of females suffering baby loss, there is virtually no research in marketing examining the devastating impacts of such loss from a consumer standpoint. There are incredible stigmas that overshadow these vulnerable consumers and understanding how marketing helps and hurts consumers post-loss in the marketplace is of critical importance. Through 30 in-depth interviews with bereaved mothers in the U.S. (specifically mothers who lost a baby during pregnancy or within one year after birth), this research builds off stigma theory to shed light on the consumer journey post-loss in an effort to bring these consumers what they desire – …

The Corporate Remedy Strategies For Product-Related And Business Ethical Misdeeds, Lei Huang

Association of Marketing Theory and Practice Proceedings 2022

Firms take various approaches to mitigate the negative impacts from the misdeeds and repair the damages of the consequences. The current study examines the moderation role of two types of misdeed, business ethics or product performance related, in the relationship between three major crisis remedy strategies and the purchase intentions for both current and potential consumers. The results from 440 participants suggest that a promptness apology is important for current consumers but not for potential consumers. More importantly, the response plan has less impact on the current consumers when a misdeed is business ethics related than product performance related while …

An Examination Of Portrayal Of Disability In Brand Ads, Sphurti Sewak, Jayati Sinha

Association of Marketing Theory and Practice Proceedings 2022

This research explores why marketers can utilize disabled models to their advantage. Although brand inclusivity has attracted some attention, much is still unknown. The current research addresses this gap by establishing that using disabled brand models can lead to higher customer-brand relationships and also explores when it could potentially backfire by establishing that the personal attitude towards disability could moderate this main effect. The findings will help brands to be more open to including diverse models that do not exactly fit “the ideal” and fighting the prevailing prejudice towards disabled people in society. Representing them in their advertisements and online …

Going Green: Carving A Niche In A Global Market, Ahmed Maamoun

Association of Marketing Theory and Practice Proceedings 2022

Companies that do well are described in accounting terms as being “in the black”. This is the accounting term for being profitable. The “black” shows up in the bottom line of the financial statement. Business practices that simultaneously benefit the business, society, and the environment help a firm become more sustainable. The triple bottom line refers to the economic, environmental, and social impacts of an organization. Here the company reaches out to its stakeholders rather than shareholders. However, the triple bottom line approach does not negate the drive for profits, it just does so in the context of also considering …

Professional Networking And Personal Branding With Linkedin During The Covid-19 Pandemic: Personality, Impression Management, And Dirtiness In Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, Jennifer Morin

Association of Marketing Theory and Practice Proceedings 2022

The National Center for Education Statistics in the United States reported that the undergraduate program with the most graduates in 2016 were business programs with 372,000 degrees (National Center for Education Statistics, n.d.). According to Robinson (2018), the total enrollment of undergraduate business programs globally among universities accredited by the Association to Advance Collegiate Schools of Business (AACSB) from 2012 to 2017 reported a 10% increase. The popularity of the business college degree presents a unique challenge to recent business graduates of how to differentiate from other business graduates to achieve the desired job or promotion in the new COVID-19 …

Monetizing Student Projects: Advice For Marketing Educators, Zach Moore

Association of Marketing Theory and Practice Proceedings 2022

As resources become more scarce in colleges of business, it is increasingly important for faculty members to be creative to generate revenue for their programs. This paper provides several tips for using student projects to raise funds for student development.

Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, Maya Dubois

Association of Marketing Theory and Practice Proceedings 2022

In this study, researchers will test to see the effects rainbow-washing has on consumers’ intent to purchase. Rainbow-washing is a new marketing technique in which companies implement different initiatives to appeal to the LGBTQ+ community while not genuinely investing in the community itself. To test if rainbow-washing is correlated to a consumer’s desire to purchase, a survey was distributed using nonprobability sampling to 38 participants. Of the sample, less than half identified as members of the target community (LGBTQ+). As a result, it was concluded there is no significance between consumer attitudes towards rainbow-washing and their intention to purchase. However, …

Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score, Musa Pinar, Tulay Girard

Association of Marketing Theory and Practice Proceedings 2022

The study identifies the branding factors related to Net Promoter Score (NPS) that would predict the likelihood of recommending the two strategic business units of the company--convenience store and fuel. It investigates customer perceptions of branding factors of a convenience store/fuel station corporate chain and the relationships among them. The data were collected from the members of the company’s loyalty program. The results reveal that the company has been performing well in branding factors, where the loyalty program is perceived the highest, followed by friendly employees, likelihood to recommend fuel, satisfaction with fuel, and helpful employees. The correlation and regression …

“Just Hanging With My Friends”: U.S. Latina/O/X’S Perspectives On Parasocial Relationships In Podcast Listening During Covid-19, Arthur D. Soto-Vasquez, Olga Vilceanu, Kristine Johnson

Association of Marketing Theory and Practice Proceedings 2022

There is a need to delve into major subgroups among Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial dynamics with podcasts in the context of young Latina/o/x podcast listeners experiencing the COVID-19 lockdown. The conceptual acronym EASY (Engaged Experience, Accessible Authenticity, Socialization in Solitude, and Youth and YouTube) was developed to interpret pandemic listening amount Latina/o/x podcast users.

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard

Association of Marketing Theory and Practice Proceedings 2022

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity and Consumer Hoarding During COVID-19

Money, Medals, And Championships: Politically Driven Conspiracy Of Silence, Model Development; Implications To Diversity And Inclusion., Ania Izabela Rynerzewska

Association of Marketing Theory and Practice Proceedings 2022

Athletic organizational image and reputation management often require careful consideration of values shared and enacted to create a flawless image with which many fans identify and often admire. However, under the cover of perfect brand image covered with medals, championship and glory, there is often a hidden world of abuse and active participation in silencing the victims to protect the image. This paper analyzes relatively recent cases of two sex scandals in sports: Jerry Sandusky case and Larry Nassar case. Both individuals held higher positions within their organizations’ network of supporters who participated in a conspiracy of silence. This paper …

Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton

Association of Marketing Theory and Practice Proceedings 2022

Online dating is one of the fastest-growing industries in the United States. Due to its increasing popularity, various dimensions of online dating have been studied in recent years. However, no research has explored how the type of digital platforms used impacts online dating. In this research, we investigate how the use of different platforms (computers vs. smartphones) can influence customers’ decision-making process in the context of online dating. Through multiple studies, we demonstrate that while using their computers (vs. smartphones) to evaluate dating profiles, customers will prioritize the inner attributes of the person (e.g., personality and compatibility). Moreover, the effect …

The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial

Association of Marketing Theory and Practice Proceedings 2022

Many fan behavior studies leave applications for strategic sport marketing as afterthoughts. Likewise, studies of sport marketing practices often ignore the complexities of fan psychology. The purpose of this work is to propose a new model that accurately categorizes sport products, better recognizes fan behaviors, and provides sound guidance to sport marketers. The work applies the well-established theory of portfolio management (wherein, investors strive to receive higher returns with lower risks by managing an assortment of investments). Herein, sport fans are viewed as investors that “buy,” “hold,” and “sell” athletes and teams. From sport to sport and season to season, …

Spending All Your Money On Me: Influencer Marketing’S Impact On Engagement, Rebecca A. Vanmeter, Michael C. Peasley, Parker J. Woodroof

Association of Marketing Theory and Practice Proceedings 2022

Influencer marketing has been around for a few years and is rapidly approaching a $15 billion industry by 2022. In its nascency, the research is limited which investigates factors that substantiate the growth and popularity of advertising tools. In this study, we propose and explicate how two different types of influencers, namely mega- and macro-influencers, impact their audience's engagement with sponsored posts. Utilizing secondary data from more than 650 Instagram posts, our results suggest mega-influencers are able to mitigate the negative effect of utilizing various post attributes, including meta-tags and product prominence.

Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono

Association of Marketing Theory and Practice Proceedings 2022

Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce …

The Complexity Of Understanding Online Product Evaluation Expressions In The Chinese Cultural Context: How Ratings And Reviews Tell A Different Story, Mousumi Bose, Lei Ye

Association of Marketing Theory and Practice Proceedings 2022

Most online retail websites provide consumers the opportunity to elicit feedback about products and services through ratings and reviews. Extant research has suggested that product ratings and reviews may be reflective of consumers’ cultural views. Little research exists that discusses this lack of consistency between ratings and reviews beyond that suggested by Hofstede’s cultural typology. This research shows that although consumers may provide higher ratings, review texts provide a different perspective: consumers use reviews to provide negative feedback, however, with some tempering nuances.

Business Faculty’S Communication Strategies For Students During The Covid-19 Pandemic, Sohyoun Shin

Association of Marketing Theory and Practice Proceedings 2022

The crisis caused by the COVID-19 virus has far-reaching effects in the field of higher education. College faculty have been challenged by the abrupt changes, but still have to deliver the lessons and help students achieve the learning goals as well as pay attention to the impact of the pandemic on students’ wellbeing and socio-emotional development. It is essential to conduct a qualitative research to understand experienced business faculty’s communication strategies and suggest instantly applicable advices for other business instructors from a crisis communication perspective as well as through an instructional strategy lens. This extended abstract includes the results of …

The Effects Of Shape-Taste Congruence On Product Evaluations, Jurui Zhang, Raymond Liu, Yufang Jin, Menglin Li

Association of Marketing Theory and Practice Proceedings 2022

The background design of a product presented online is important to attract consumers’ attention and further help them make proper judgments about the product. Although many studies have investigated factors of advertising background design, few focus on the effect of shape feature in the background on product evaluations. The present research investigates the influence of congruency between the shape in the background design and product taste perception on consumer product evaluations by using a pretest and three experiments. The results show that shape-taste congruency intensifies product evaluations with an increase evaluation of sweet-taste products and a decreases evaluation of sour-taste …