Business Commons^™

Advertising Preferences Among College Students, Bianca A. Vasvani

Psychology and Child Development

The purpose of this study was to examine if there is a difference in advertising preferences among college students. Three different types of advertisements were presented for five different products for the participants to review in this study. These three types of advertisements were sex, computer generated imagery and sustainability. The five different products were Orbit Gum, Pepsi, Absolut Vodka, Nike and Aveeno. The participants were asked to rate which one of the three advertisements was most compelling. The variables of gender, ethnicity and year in college were examined. The study also wanted to find out which advertisement overall was …

Behavioral Lab For Conducting Experiments In Marketing And Psychology, Vishal Lala, Richard Velayo, Stephen Salbod, Weihua Niu

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

Consumer Xenocentrism And Consumer Cosmopolitanism: The De-Velopment And Validation Of Scales Of Constructs Influencing Attitudes Towards Foreign Product Consumption, Steven James Lawrence

Wayne State University Dissertations

Like many other attributes, consumers exhibit varying degrees of preference with regard to foreign and domestic products. Some consumers have preferences for domestic products while other, seemingly similar, consumers prefer the foreign counterpart. Product quality differences aside, we aim to investigate the attitudinal constructs behind the varying preferences among consumers as they relate to foreign and domestic products.

The author created two new scales for the measurement of the consumer xenocentrism and consumer cosmopolitanism constructs. The consumer xenocentrism scale is intended to measure consumers' favorable orientations to products from outside their membership group. The consumer cosmopolitanism scale is designed to …

Effects Of Chronic Regulatory Focus And Product Type On Internet Purchase Decisions, Chad Ryan

Honors Projects in Marketing

This study draws on Regulatory Focus Theory (RFT; Higgins 1987) to explore factors that affect a consumer’s online purchase attitudes and intentions. According to RFT, consumers tend to be either chronically promotion- or prevention-focused. Promotion-focused consumers are concerned with positive outcomes. Conversely, prevention-focused consumers are concerned with avoiding negative outcomes. Promotion-focused consumers are more willing to take risks than prevention-focused consumers (Higgins 1997). Promotion-focused consumers also prefer hedonic shopping experiences (i.e., pleasurable), whereas prevention-focused consumers prefer utilitarian shopping experiences (i.e., task-oriented) (Arnold & Reynolds 2009). Because products that are purchased on the Internet cannot be seen or touched prior to …

Marketing To Entrepreneurs, Site Selectors And Relocation Professionals: An Action Plan For Community Economic Development, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Megan Polak

Oscar T McKnight Ph.D.

Community officials offer an array of incentives to stimulate local business growth, unaware of the salient criteria that determine location decisions. An analysis of proprietary research reports and site selector feasibility studies indicates specific criteria that are universally evaluated, nine of which undermine economic development initiatives. An ‘ACTION’ plan is provided to assist city planners’ efforts in appealing to site selection professionals.

Book Review 8 Inspired Marketing!: The Astonishing Fun New Way To Create More Profits For Your Business By Following Your Heart By Joe Vitale And Craig Perrine, William C. Mcpeck

William C. McPeck

This is my personal review of Inspired Marketing! The Astonishing Fun New Way to Create More Profits for Your Business by Following Your Heart by Joe Vitale and Craig Perrine and published by Wiley in 2008.

Book Review 7 The Seven Lost Secrets Of Success: Million Dollar Ideas Of Bruce Barton, America's Forgotten Genius By Joe Vitale, William C. Mcpeck

William C. McPeck

This is my personal review of The Seven Lost Secrets of Success: Million Dollar Ideas of Bruce Barton, America's Forgotten Genius by Joe Vitale and published by Wiley in 2007.

Blink And They're Gone: A "Quick-Take" On Impulse Purchase Behavior And Enrollment Marketing In Higher Education, Oscar T. Mcknight, Ronald Paugh, Vahn Knight

Oscar T McKnight Ph.D.

The college-decision process that prospective students make has been characterized as deliberate and prolonged -- a classic extensive problem solving behavior model. New research indicates that a significant proportion of students engage in impluse purchase behavior when choosing a college. Marketing implications for enrollment management and "Blink An Intervention Model" are presented

Channeling Buzz Or Bucks? Ethical Implications For Marketing, Oscar T. Mcknight, Ronald Paugh, Vahn Knight

Oscar T McKnight Ph.D.

Too often higher education officials equate successful enrollment management with determining the appropriate financial-aid package, assuming the student matriculates. However, there are competing theories as to why a student may be attracted to a particular college. Could it be the "buzz"? This study examines the relationship between buzz and bucks with respect to enrollment objectives. Research findings indicate that it is not an either-or proposition. Moreover, marketers are presented with an ethical responsibility to safeguard the public.

Building A Direct Marketing Bridge To High Achieving Students: Introducing A Cost Effective Financial Aid Leveraging Model, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

No abstract provided.