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Measuring Consumer Expectations Of Salesperson Unethicality: A Scale Development, Amiee Mellon
Measuring Consumer Expectations Of Salesperson Unethicality: A Scale Development, Amiee Mellon
Marketing Theses & Dissertations
This dissertation addresses how and what ethical expectations (prior to conducting business) affect customer trust of the salesperson. In order to do so, this dissertation achieves two things. First, a scale for measuring the consumer’s expectations of salesperson unethicality (CESU) is systematically developed and validated based on the existing ethics literature and previously developed scales. Second, the scale’s properties and potential application are examined through hypothesis testing regarding the effects of (1) word of mouth on brand equity and consumer’s expectations of unethicality, and the effects of (2) brand equity and consumer’s expectations of unethicality on trust of the salesperson. …
The A-B Signal Detection Theory Model, Ernesto A. Bustamante
The A-B Signal Detection Theory Model, Ernesto A. Bustamante
Psychology Theses & Dissertations
The purpose of this research was threefold: (1) Present the a-b SDT model as an alternative framework to overcome the limitations of the underlying SDT model and the traditional measures of sensitivity and criterion setting, (2) Provide empirical support to validate the adequacy of the a-b SDT model, and (3) Conduct a Monte Carlo Study to compare and contrast the strengths and weaknesses of both the traditional and the a-b SDT models across the full spectrum of response values with the goal of providing researchers and practitioners with recommendations regarding the adequacy of each model. The results from this research …