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Full-Text Articles in Business
Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns
Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns
Association of Marketing Theory and Practice Proceedings 2014
Within today’s shopping environment where discretionary purchases are the norm, individuals’ purchasing activities are affected by the degree to which they interact with the marketplace. One factor which appears to affect the degree of interaction consumers have with the marketplace is the degree of consumer alienation experienced. When attempting to better understand consumer alienation, marketplace interaction styles (e.g., assertiveness and aggressiveness) appear to be an area of particular interest. Individuals with stronger feelings of alienation can logically be expected to possess marketplace interaction styles which differ from those of individuals who are less alienated from the marketplace. These relationships were …
Brand Engagement In Self Concept (Besc) Among Millennials In The United States, Neleen Leslie, Jaejin Lee
Brand Engagement In Self Concept (Besc) Among Millennials In The United States, Neleen Leslie, Jaejin Lee
Association of Marketing Theory and Practice Proceedings 2014
“We are what we have.” This argument was forwarded by Belk (1988) in his exploration of peoples’ use of material objects to form, reflect and reinforce their identities. This concept is one that continues to be explored today. This paper examines Brand Engagement in Self Concept (BESC), consumers’ tendency to include important brands in their self-concept. BESC has potential for furthering our understanding of consumer behavior as it provides even greater psychological insight into why and how consumers relate to brands. This will allow researchers and practitioners alike to better understand and predict consumer behavior in various contexts. This study …
A Survey Of Employer Needs And Expectations From Business Programs At Higher Education Institutions, Tulay Girard, Krissa Weyant
A Survey Of Employer Needs And Expectations From Business Programs At Higher Education Institutions, Tulay Girard, Krissa Weyant
Association of Marketing Theory and Practice Proceedings 2014
The recent economic slowdown and changing nature of business environments have made it increasingly challenging and competitive for recent graduates to qualify for higher level positions. Higher education institutions continuously ask what employers are looking for in a newly graduated candidate. However, most do not exactly know the answers. Understanding the changing needs and expectations of employers has become a priority for higher education institutions to remain competitive in their markets. Academics also have to respond to these changes by understanding whether they prepare their students to meet the needs and expectations of employers. This exploratory study aims to understand …
Introducing The Super Consumer, Leisa Reinecke Flynn, Ronald E. Goldsmith
Introducing The Super Consumer, Leisa Reinecke Flynn, Ronald E. Goldsmith
Association of Marketing Theory and Practice Proceedings 2014
Who are our best consumers? One can imagine all sorts of businesses asking this question on a regular basis. The 80/20 rule, the heavy half, the high frequency and high spending consumers are traditionally the backbone of many successful brands or companies. Relationship marketing, a key element of modern marketing strategy, is the outgrowth of the interest in heavy users because of their importance in terms of revenue and potential word-of-mouth. However, who are these best consumers? The present study is motivated by a body of research on a constellation of consumer characteristics that reflect a unique consumption pattern we …
Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin
Tech Readiness Optimism: Examining Its Significance In The Behavioral Intent To Use Ssts, Jon M. Martin
Association of Marketing Theory and Practice Proceedings 2014
Extant research indicates a significant relationship between the optimism (OPT) of consumer technology readiness (TR) and the behavioral intent to adopt self-service technology (SST). Independent determinant regressions of the basic Technology Acceptance Model (TAM) indicate that tech optimism (OPT) combines with the consumer trait of age (AG) and the situational factors of wait time (WT) and crowding (CR) to explain 33% of the variance of the behavioral intention (BI) to adopt or use SST. When regressed independently with behavioral intention, tech optimism (OPT) (alone) explains over 20% of BI’s variance (Martin, 2012). This study further examines optimism (OPT) in an …
Attribute Categorization And Layering Effects On Product Design Evaluations, Timucin Ozcan
Attribute Categorization And Layering Effects On Product Design Evaluations, Timucin Ozcan
Association of Marketing Theory and Practice Proceedings 2014
Although convergence of attributes has been frequently applied as a product development strategy, its effects on consumers’ perceptions of product capabilities (PC) and usability (PU), product attitudes (PA) and purchase intentions (PI) have not been sufficiently studied. In this study, I examine how usage of attribute categorization and layering in product design affects consumer attitudes, purchase intentions and perceived product usability and capability in the absence or presence of attribute descriptions. Additionally, this research examines cross-cultural differences of these perceptions by conducting the same study in the USA and Turkey. This research operationalizes attribute categorization as a screened versus nonscreened …
Threatening Products And Threats To The Social Contract In Consumer Review Forums, Lindsay Larson, Luther T. Denton
Threatening Products And Threats To The Social Contract In Consumer Review Forums, Lindsay Larson, Luther T. Denton
Association of Marketing Theory and Practice Proceedings 2014
Suspicion regarding dishonest electronic word-of-mouth is a growing concern for online consumers. Individual consumers are occasionally seen acting as product review forum ‘watchdogs’ within the websites they visit; posting vigilante comments against reviews they perceive to be fraudulent. This study investigates consumer ‘watchdog comments,’ and the way in which ego-threatening product categories themselves may actually induce a prosecutorial mindset, leading to greater levels of suspicion towards positive online product reviews and the impulse to prosecute potential fraudsters. A content analysis of actual Amazon.com reviews and consumer commentary indicates that the occurrence of ‘watchdog comments’’ is more common within ego-threatening product …