Business Commons^™

Me, Myself And My Future-Self: How Self-Motives Impact Personal Financial Decision Making, Patricia Torres

FIU Electronic Theses and Dissertations

The role of self-motives on consumer behavior has been a subject of interest for researchers in the fields of marketing and psychology. With regard to consumer well-being, most of studies have focused on health-related issues (diet, physical activity, tobacco use, substance abuse). However, there is a specific area that is of significant interest in the American context: financial decision making, specifically, personal savings and debt (mis) management. Both the 2008 financial crisis and the ongoing coronavirus pandemic exposed Americans’ lack of savings and its devastating consequences. A record-high consumer debt (Federal Reserve, 2018) combined with a lack of savings (Northwestern …

Salespeople's Role In Offering Innovative Solutions To Business Customers: The Importance Of Design Thinking, Mohammed Alzanbagi

FIU Electronic Theses and Dissertations

Salespeople play important role in selling products and services of their companies. One of the important parts of the Business to Business (B2B) salespeople’s role is to offer innovative solutions (i.e., a complex mix of products and services) to meet their business customers’ needs. Innovation is an important individual factor to prepare B2B salespeople to sell solutions. Additionally, collaboration between different functions of the organization is important for the success of the solution selling.

The primary purpose of this dissertation to explore how a well-accepted innovation method, which is Design Thinking (DT) can predict the readiness of B2B salespeople to …

Mindful Brand: Development And Validation Of A Mindful Brand Scale (Mbs), Ellen Campos Sousa

FIU Electronic Theses and Dissertations

The primary purpose of this dissertation is to conceptualize and to define a mindful brand from a consumer perspective, a novel contribution to marketing and branding literature. The secondary purpose of this dissertation is to identify a set of characteristics associated with a mindful brand and to develop and validate a mindful brand scale (MBS). Previous research has demonstrated that consumers tend to create relationships with brands they perceive to have similar characteristics or values as they possess. As the number of individuals seeking mindful elements in brands is growing steadily, consumers are looking for a mindful connection with brands …