Business Commons^™

Predicting Thrill Seeking Behavior, Matthew I. Keane

Honors College Theses

Extreme sports, sports characterized as involving speed, height and danger, have become an increasingly popular pastime around the world and have grown into a $250 billion industry. As a result of the inherent risks of taking part in these extreme sports, the most common participants are thrill seeking, risk taking, and often reckless. Known as the type-T personality type, these extreme sensation seeking individual’s constantly seek out new experiences that will stimulate their mind and frequently find their thrill by participating in extreme sports. The goal of this study is to determine various factors that will influence an individual’s thrill …

An Investigation Of Web Atmospherics In Online Luxury Branding, Emilie E. Jones

Honors College Theses

Having an online presence for a retail store has transitioned from serving as simply a new avenue through which a profit can be made, to a tool that can be harnessed to express a brand’s personality. So how do luxury brands manage to maintain a high-end, exclusive status on the highly available landscape of the internet? The intention of this research is to identify whether luxury brands are currently taking advantage of differential web atmospherics cues, in a way that significantly sets them apart from non-luxury brand websites. To do this, we measured elements including screen space, reduction of elements, …

The Relationship Between Consumer Sentiment Towards Advertising And Ad Credibility, Ad Likeability, And Attention To Ads: The Case With Visual Metaphors, Vivek Madupu, Sampathkumar Ranganathan, Sandipan Sen

Journal of Applied Marketing Theory

Popularity of ads with visual metaphors are on the rise. The present study examined the relationship between consumer sentiment towards advertising and ad credibility, ad likeability, and attention towards ads when ads contain visual metaphors. Specifically, this study tested ads which are “A is like B’” (comparison for similarity) and replacement type (only either source or the target is present while the other is absent) metaphors. Sixty-four students from a regional university in the mid-west completed surveys. Our study results indicate that when sentiment towards advertising is high, consumers find ads more credible and pay more attention to ads. However, …

Understanding Differences In The Dimensions Of Brand Loyalty Among Generational Cohorts In The Carbonated Beverage Category, Neleen S. Leslie-Piper, Petula Senior

Journal of Applied Marketing Theory

This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X.

An Exploratory Study Of The Interaction Effects Of Student Service Employees' Job Resourcefulness And Organizational Support In A Campus Setting, Shawn Clouse, Simona Stan, Nader H. Shooshtari

Journal of Applied Marketing Theory

This paper investigates the interactive effects of student service employees’ job resourcefulness and organizational resource support on employees’ commitment and ability to provide high quality customer service, which in turn results in higher job satisfaction and performance outcomes. This exploratory study’s goal was to help campus managers improve service employee development practices. This study involved a survey sample of 98 student employees working in customer service roles at a mid-sized university campus recreation center. The study finds that job resourcefulness is the most important factor that positively determines student employees’ commitment to service quality and skill proficiency, along with job …

The New In-Store Consumer: Digital, Engagement, Innovativeness Impact On Unplanned Grocery Shopping And Spending Behavior, Dale A. Cake, Vikas Agrawal, Doug Johansen

Journal of Applied Marketing Theory

Digital technologies are having a profound effect on the grocery retail environment worldwide. Marketers have been intrigued by potential for digital technologies to influence consumers at the point of purchase, yet little is known about how digital technologies impact consumer purchasing decisions. An exploratory PLS-SEM model is used to analyze U. S. panel data and the effect of in-store digital use, consumer innovativeness and engagement on unplanned grocery shopping behavior and spending. This study finds that consumer engagement, rather than in-store digital use, is found to be the key variable when it comes to predicting unplanned shopping and spending. Findings …

A Model For Perceived Destination Value And Tourists' Souvenir Intentions, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan, Brigitte W. Burgess

Journal of Applied Marketing Theory

This research explores the influence of value perception on tourists’ souvenir purchase decisions. A convenience sample of 380 respondents from a Southeastern U.S. university completed survey instruments regarding their destination, shopping venue, and souvenirs purchased. Results revealed significant positive influences between five value perceptions (functional, emotional, novelty, value for money, and social) and tourists’ souvenir purchase intentions. These results provide valuable marketing and strategic planning insights to destination retailers.

Beyond Higher Ed Marketing: Unsanctioned User Generated Content, Jordan Taylor Salvador

Honors College Theses

The impact of User Generated Content (UGC) on higher-education marketing is an entirely untouched area of marketing research, therefore the current study aims to better understand how widely disseminated this content is among students, how they perceive this content and its impact upon their university, as well as what kinds of students are drawn to participate in and consume this content. A sample of 187 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, and the ways in which it may effect their perception of the institution.

The Impact Of Bilingual Labeling In The U.S. On Package And Product Evaluation, Mahesh Gopinath, Myron Glassman, Prashanth Nyer

Journal of Applied Marketing Theory

This paper explores the effect of bilingual (English-Spanish) product packaging on the perceptions of U.S. consumers toward the package and the product inside. Two experimental studies show that 1) products in bilingual packages are seen as targeting Hispanics living in the U.S., 2) package characteristics and the product itself are rated lower when the product is in a bilingual package versus an English-only package, especially among highly ethnocentric subjects, and 3) of the three bilingual formats tested (English on two sides with Spanish on the other two; an English paragraph followed by a Spanish paragraph on the same side; and …

Examining Differences Among Primary And Secondary Rivals: Are Fan Perceptions, Behavioral, And Consumption Intentions Influenced By Degree Of Rivalry?, Cody T. Havard, Lamar Reams

Journal of Applied Marketing Theory

The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more …

Regulatory Focus And Risk Factors In Travel Planning, Michael Musante, David Bojanic

Journal of Applied Marketing Theory

Pending publication

Consuming Digital Technologies To Enact Identities: An Exploratory Study Among Mothers, Meera Venkatraman

Journal of Applied Marketing Theory

This manuscript explores mothers’ consumption of digital technologies to enact their individual, relational, and familial identities. Using multi-method qualitative research techniques including phenomenological interviewing, image- based auto-elicitation, and home visits, it finds mothers purposefully consume digital technologies to negotiate, construct, and enact identities. Specifically, mothers use a repertoire of four appropriation strategies: mastering, partnering, domesticating, and avoiding. Mastery is a multi- year project in which mothers enroll in digital educational programs, qualify, and create new professional identities. In domestication, mothers assert themselves on technology managing their inclusion/exclusion in the time and spaces of family life, thereby enacting parental identities. In …

An Examination Of Motivation And Identification Of Football Fans, Jennifer Y. Mak, Carina King, Jinmoo Heo

Journal of Applied Marketing Theory

This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.

Why I Purchase What I See On Facebook: Comparing The Impact Of Electronic Word-Of-Mouth Between Hispanic And Non-Hispanic Consumers, Nivia Escobar, Sindy Chapa

Association of Marketing Theory and Practice Proceedings 2018

This study aims to explore the role of the adoption and consumption of Facebook on Electronic Word-Of-Mouth (eWOM) among Hispanics versus African Americans, Asians, and Non-Hispanics Whites in the United States, whilst exploring the impact of attitudes towards eWOM on the likelihood to purchase something because of the “Likes” on Facebook. A national panel was used to collect the data and an ANOVA test was conducted to test the hypotheses. The results indicated Non-Hispanic White consumers were significantly less likely to use WOM than Hispanic, African Americans and Asians. Overall, Hispanics were found to be more likely than any other …

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 …

"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 …

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.

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 …

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 …

Sports Marketing Field Trips: Student Expectations, Perceived Benefits, And Proactivity, Sam Fullerton, Tammy Mccullough, Robert Twells

Association of Marketing Theory and Practice Proceedings 2018

A sample of 191 sports marketing students responded to a survey that focused on issues germane to attending sports marketing field trips. The results indicate that there is an understanding that these types of events are important to those seeking a career in the sports marketing industry. This study examines expectations on the part of two segments: students who attended at least one event and students who attended none of the five field trips scheduled for the 2016-17 academic year. The results indicate that the primary reason students did not attend is a scheduling conflict. It also delineates the benefits …

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.

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 …

The Uphill Battles For Non-Profit Organizations, Dave Mcmahon, Samuel Seamon, Michael Mccall

Association of Marketing Theory and Practice Proceedings 2018

As all nonprofit managers can attest, reaching out to potential customers using traditional marketing tools can often be frustrating at best and ineffective at worst. To better understand the challenges faced by nonprofit organizations this paper reviews several specific issues confronting nonprofit organizations: the adoption rate of websites, and the website types chosen by these nonprofits. These issues are explored through the lens of 3117 nonprofit organizations. The types of websites to consider by size of the organization and focus of the organization are discussed. The managerial implications address possible ways to optimize the use of resources for small and …

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 …

Beyond Endorsements: How Celebrity Creative Directors Influence Consumers’ Attitudes Toward The Advertisement, Kendra Fowler, Veronica L. Thomas

Association of Marketing Theory and Practice Proceedings 2018

Many marketers are beginning to expand the roles that celebrities play in support of brands. Connections now go beyond the typical endorsement relationship to include employing celebrities as Creative Directors. It is imperative to understand the implications of these new relationships, as they may have different outcomes for the brand. Relying on research from the brand alliance literature, theories on the associative network model of memory, and cultural transfer of meaning, we suggest that hiring celebrities to act in the capacity of Creative Directors may have additional positive ramifications for the brand that go beyond simply utilizing celebrities as brand …

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 …

Spies!, Sam Fullerton, Roger Brooksbank

Association of Marketing Theory and Practice Proceedings 2018

This article comprises two distinct components. First is the delineation of a typology that encompasses the various approaches by which marketers can track the behavior of an individual in the marketplace. A total of 17 broad approaches were identified. Associated with each technique is the issue of whether personal information is being extracted via the tracking process, whether consumers’ involvement is voluntary, and – if voluntary – what action was required on the part of the consumer. The 17 approaches are far from reflecting a homogeneous approach to the data gathering process. The second part of the study focused on …

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 …

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.

Understanding Differences In The Dimensions Of Brand Loyalty Among Generational Cohorts In The Carbonated Beverage Category, Neleen Leslie, Petula Senior

Association of Marketing Theory and Practice Proceedings 2018

This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X.