Business Commons^™

‘How Has Art Refocused Consumers’ Attention Within A Visual World Through The Exploration Of Package Design?’, Frances Hackney

Honors Theses

The art of design has refocused the attention of consumers as they have entered into a visually demanding world. While this concept is complex and perplexing, stemming from endless influencing factors, the elements of design can be broken down into areas of focus to dissect the visual world of marketing. A simple way to communicate the influence of design on the consumers is to unveil the answers through the study of art.

In this thesis, the study will turn to the world of art to learn more about consumerism. The goal is to understand how visual images and the ongoing …

Intercultural Accommodation Of Ethnic Minority Consumers: An Empirical Examination Of The Moderating Effects In Service Encounters, Sarah Mady

Theses and Dissertations in Business Administration

The current study proposed a model of intercultural accommodation and nine emergent hypotheses grounded in three theories: Accommodation Theory, Distinctiveness Theory and the Elaboration Likelihood Model. The study expected that the offering of a service in the minority consumer's language and by an ethnically-similar service provider will lead to favorable service quality perceptions, in the absence of any intervening variables. Ethnic minority consumers were also expected to differ in their perceptions of service quality when intercultural accommodation efforts were or were not offered given a number of intervening variables. The proposed model and the nine hypotheses were assessed via a …

The Impact Of Cultural And Religious Values On Television And Newspaper Advertising Content And Appeal: A Cross-Cultural Study Of The United States And The Arab World, Morris A. Kalliny

Theses and Dissertations - UTB/UTPA

Standardization versus adaptation of advertising has been a subject of great controversy that has been debated for more than 50 years. Scholars have pointed out the increasing demand for more cross-cultural research on advertising content that can contribute to the standardization versus adaptation debate. Scholars have also pointed out that although the Arab world offers great opportunities for multinational corporations, the Arab world has been severely neglected in academic research. To comply with this demand, this study investigates the similarities and differences of the manifestation of cultural and religious values in the U.S. and the Arab world (Egypt, Lebanon, Kuwait, …