Business Commons^™

Male Grooming: An Ethnographic Research On Perception And Choice Of Male Cosmetics, Sweta Thota, Stacy N. Hermosillo, Neilgoon N. Keyhani, Jennifer A. Walker

Marketing (Formerly Marketing and Law)

The purpose of this study is to explore male perceptions toward cosmetics and their product choice. Applying an ethnographic framework to this study, three males between the ages of 24-30 were interviewed through a series of 141 questions pertaining to their demographics, lifestyle, attitudes toward masculinity, skin care, grooming and cleaning behaviors. The results showed five overarching themes: (1) all of the participants had early experiences with personal care products, (2) the term masculinity was defined with terms such as "calm" and "practical", (3) all participants looked up to their fathers as their key role models, (4) all participants valued …

Get Your Head In The Game: Using Gamification In Business Education To Connect With Generation Y, Sonja Martin Poole, Elyria Kemp, Lauri Patterson, Kimberly Williams

Marketing (Formerly Marketing and Law)

Generation Y learners think and learn differently. They seek learning environments that are relaxed, flexible, interactive, and engaging. Gamification incorporates game mechanics to non-game contexts and has been found to motivate or incentivize students using rewards such as points, badges, and certificates. The purpose of this research is to investigate how utilizing gamification mechanics and customer engagement principles in college business courses can engage and foster learning among Generation Y students. Findings from this research suggest that using gamification techniques in the classroom can be an effective tool for enhancing student engagement and learning. Implications and future research are presented.

Truth And Consequences In The Global Village, Val Larsen, Sweta Thota

Marketing (Formerly Marketing and Law)

Almost everyone agrees that businesses have a moral obligation to be honest. Less emphasized is the fact that customers, the co-creators of value, are likewise obliged to be honest. Customer dishonesty like business dishonesty creates deadweight economic losses. Marketers can improve the moral infrastructure of society and eliminate these deadweight losses if they bring the moral accountability of the gemeinshaftlich village to the gesellschaftlich global economy. Customers can be made accountable through an expansion of credence markets that measure integrity and that compel the dishonest to bear the costs of their own misbehavior. The feasibility of expanding credence markets is …

A Resolution Model Of Consumer Irritation Consequences And Company Strategies: Social Networking And Strategy Implications, Sweta Thota

Marketing (Formerly Marketing and Law)

This paper utilizes the cognitive-neoassociationistic model, primacy and recency effects to propose superior memory for previously encountered irritating encounters. Since consumers do not forget irritating stimuli encountered in the past, this paper addresses the under-researched issue - how do consumers handle previously encountered irritations? The paper models its propositions on previous research on negative emotions (Nyer 1997) and suggests that consumers choose one of these paths to handle their irritation: taking no action, engaging in negative word of mouth (NWOM) behavior or complain to the company. Along this vein, the paper identifies three segments based on consumer responses to irritation: …

What Do Mba, Mlb, And At&T Have In Common? A Dynamic Off-Campus Application, Leslie A. Goldgehn, Kristen Jentzen

Marketing (Formerly Marketing and Law)

This Application was designed for undergraduate and graduate marketing management classes. Its premise is to ensure that students receive not only sufficient grounding in theory, but also an opportunity to apply their classroom learning in a marketing rich business environment. AT&T Park, home of the San Francisco Giants, a Major League Baseball (MLB) team, provides one forum for experiencing the marketing concepts that are taught to MBA and BA marketing students. From the branded cup holders in the stadium seats, to the corporate sponsored luxury suites, to the advertisements on the Jumbotron scoreboard, the students are inundated with branding, logos, …

Disaggregating ‘China’ In Africa, Nicholas Imparato, Lucy Corkin

Marketing (Formerly Marketing and Law)

No abstract provided.

Do Animated Banner Ads Hurt Websites? The Moderating Roles Of Website Loyalty And Need For Cognition, Sweta Thota, Ji Hee Song, Val Larsen

Marketing (Formerly Marketing and Law)

While extant research has examined the effectiveness of banner ads, relatively little is known about the effect of animated banner ads on consumers’ attitudes and revisit intentions toward the host website and the brand advertised in the ad. This research contributes to and enhances our understanding of this topic by exploring and identifying consumer responses to animated banner ads on websites and then empirically testing a conceptual model. Results show that exposure to animated banner ads on a website results in consumer skepticism toward the website, which negatively influences their attitudes toward the website and the brand in the ad …

Strategy And Risk: New Relationships Among Governance, Brand And Leadership, Nicholas Imparato

Marketing (Formerly Marketing and Law)

No abstract provided.

The Integration Of Marketing In Colleges And Universities In The United States, Leslie A. Goldgehn

Marketing (Formerly Marketing and Law)

EXECUTIVE SUMMARY:

An important element of the nonprofit sector is this country's colleges and universities. These institutions are faced with the classic marketing problems of enrollment decline, slow growth, changing buying patterns, increased competition and increased expenditures.

Despite the current need and wealth of marketing information available to universities and colleges, the literature indicates that most of these institutions have not adopted a marketing orientation.

In his 1979 dissertation, Blackburn provided data indicating the level of use of sixteen specific marketing techniques and their perceived effectiveness at 446 colleges and universities across the country. The results are rather curious--Blackburn noted …