Business Commons^™

Self-Brand Connection Effects On Consumers Goal Pursuit Behavior, Ahmed Mohammed Alradadi

FIU Electronic Theses and Dissertations

While many marketers spend a considerable amount of their advertising dollars communicating the association between their brands and consumers’ goals, and although it is well established that consumers gravitate toward brands that represent images and ideals they desire to achieve (Chen, Wan & Levy, 2017), existing research is largely silent regarding when and how brands help versus hurt consumer goal pursuit. Thus, we need a greater understanding regarding when and how consumer use of brands to assist in goal pursuit is detrimental versus beneficial. Furthermore, the outcome of the consumer’s brand-assisted goal pursuit is likely to affect their relationship with …

Is It All In Your Head? How Your Beliefs About Money Influence Your Financial Behavior, Patricia T. Gouveia

Association of Marketing Theory and Practice Proceedings 2020

Is It All in Your Head? How Your Beliefs About Money Influence Your Financial Behavior

Patricia T. Gouveia

Florida International University

ABSTRACT

Research suggests that many consumers struggle with financial decision making. According to the Federal Reserve (2018), Americans accumulated a staggering $1.027 trillion in revolving credit in 2017 and one-quarter of the non-retired population reported having no retirement savings or pensions. This data underscores the importance of academic research that sheds light on the factors that might impact consumer financial behavior, such as savings, investing and budgeting. To fulfill this goal, the present research examines how expectations of social …