Business Commons^™

Customer Envy At Service Encounters, Gerardo Anaya

Open Access Theses

Envy has been regarded as a complex emotion which can produce both positive and negative outcomes for consumers. This study explored the subjective experience of customer envy at service encounters in order to better understand how customers respond to unflattering comparisons with an envied customer. A questionnaire was designed to measure the cognitive appraisals, emotional responses, and consequences of customer envy. Study participants were also asked to share their envy incidents in the survey. A sample of 300 participants was collected and used for analysis. The findings illustrate that distinctively different patterns of cognitive appraisals such as preferential treatment, are …

Sticktion: Assessing Memory For The Customer Experience, Kathryn A. Latour, Lewis P. Carbone

Kathryn A. LaTour

In the quest for better service design, hospitality and service firms have often been frustrated to find that service experiences that are based on what customers say they want are not always successful. A psychological analysis of this phenomenon suggests the following premises: (1) Customers’ memory of an experience fades quickly; (2) customers’ memory of an experience comprises many sub-experiences; (3) customers’ memories of experiences are multidimensional and unintuitive; and (4) consumers cannot accurately predict what they will learn or remember. The goal of an experience design is to create a series of sub-experiences that will “stick” with the customer. …

The Story Of Taste: Using Eegs And Self-Reports To Understand Consumer Choice, Charnetta Brown, Adriane B. Randolph, Janée N. Burkhalter

Adriane B. Randolph

The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-expensive brand when the quality is perceived to be the same as the more expensive counterpart. Cost saving options for consumers and advertising considerations for managers are discussed.

The Role Of Self-Concept In Consumer Behavior, Marisa Toth

UNLV Theses, Dissertations, Professional Papers, and Capstones

Understanding the influences underlying consumption has become an increasingly important goal for marketers. This study examined the role of self-concept in consumer behavior, specifically product evaluation. The influences of various dimensions of the self-concept are examined in regard to four product dimensions: public luxury, public necessity, private luxury, and private necessity. Differences due to variations in individual levels of self-monitoring are also measured. Overall, results showed that the more conspicuous a product is (higher on luxury/public dimensions) the greater the relationship between evaluation and ideal self-images (ideal self and ideal social self) for both high and low self-monitors.

Sixty-Seven Students, One Baseball Park And Eight Hundred Fans: Experiential Learning In Marketing, Dennis Bristow, Garth Harris, Rajesh Gulati, Kenneth Schneider

Atlantic Marketing Journal

No abstract provided.

Learning From Las Vegas: Gambling, Technology, Capitalism, And Addiction, David T. Courtwright

Occasional Papers

Gambling has always led to addictive behavior in some individuals. However, the number and types of addicted gamblers have changed over time and in response to specific gambling environments. Recent work by historians, journalists, and anthropologists, reviewed in this paper, suggests that the situation worsened during the modern era, and that it has become worse still during the last half century. Technological, organizational, and marketing innovations have “weaponized” gambling, increasing both the likelihood that people will gamble and that they will gamble compulsively—a phenomenon with parallels to several other consumer products, including processed food, digitized games, and psychoactive drugs.

The Role Of Self-Concept In Consumer Behavior, Marisa Toth

UNLV Theses, Dissertations, Professional Papers, and Capstones

Understanding the influences underlying consumption has become an increasingly important goal for marketers. This study examined the role of self-concept in consumer behavior, specifically product evaluation. The influences of various dimensions of the self-concept are examined in regard to four product dimensions: public luxury, public necessity, private luxury, and private necessity. Differences due to variations in individual levels of self-monitoring are also measured. Overall, results showed that the more conspicuous a product is (higher on luxury/public dimensions) the greater the relationship between evaluation and ideal self-images (ideal self and ideal social self) for both high and low self-monitors.

The Role Of Self Concept In Consumer Behavior, Marisa Toth

Graduate Research Symposium (2010 - 2017)

Understanding the processes that underlie consumer behavior has become an increasingly important area of research, especially for businesses and marketers. One of the most commonly studied variables believed to impact consumer behavior is self-concept.

The purpose of the current study is to examine the influence of self-concept in consumer behavior and identify factors that influence the relationship. Specifically, what is the relationship between different aspects of the self-concept and the consumption of publicly and privately consumed luxuries and necessities? Furthermore, how will this relationship be affected by the level of self-monitoring an individual displays?

Who Is Winning The War On Drugs? A Case In Marketing And Demarketing, John E. Crawford

Atlantic Marketing Journal

The production and use of illicit drugs are age-old activities. At different times societies have been more or less tolerant of these activities according to prevailing laws and attitudes. More recently and for several decades the government of the United States has engaged in a “war on drugs.” Part of this war involves the employment of anti-drug advertising to discourage drug use, an activity in which the government has enlisted allies such as advertising agencies to assist in combating drug use. This case contrasts these demarketing efforts with the highly successful use of basic marketing tactics by a group of …

Moderator Role In Green Product Purchases., J. Thomas Failla, Pradeep Gopalakrishna

Atlantic Marketing Journal

Abstract: Opinion polls consistently show large majorities of Americans supporting efforts to protect and improve the planet’s ability to sustain life. However, when it comes to environmentally preferable products, firms attract relatively small shares compared with conventional products. The present study examined the effect intentions (Verbal Commitment – VC) , emotions (Affect – Aff) and two moderators (Perceived Consumer Effectiveness – a PCE and Faith in Others – FIO) have on purchase (Actual Commitment – AC) of environmentally preferable products. Support was found for a direct influence of intentions aided by emotions – affect (Aff) – on AC, purchasing of …

Assessing The Long-Term Impact Of A Consistent Advertising Campaign On Consumer Memory, Kathryn A. Braun-Latour, Michael S. Latour

Kathryn A. LaTour

How effective is an advertising campaign that has consistently used the same theme since consumers' early childhood? To answer that question one has to consider the effect the campaign has had on consumers' memory. This research begins by discussing the structure of memory and schematic processes that occur when similar or related information is presented over time. Evidence is reviewed which suggests that early exposure would be critical in the brand schema's development. An experiment that tests the strength of the brand schema in a competitive environment and a survey that explores the importance of time of initial exposure to …

Transforming Consumer Experience: When Timing Matters, Kathryn A. Braun-Latour, Michael S. Latour

Kathryn A. LaTour

How advertising can influence or change consumers' product experience has been a topic of great interest to marketers. The majority of research has suggested that advertising received prior to an experience can exert the most influence. In 1999, however, Braun introduced the concept of reconstructive memory, and demonstrated that advertising received after an experience can alter how consumers remember their experience. The issue of which order of framing of an experience through advertising is most influential on consumer memory has not yet been investigated. A constructive memory framework that can take into account both forward- and backward-framing effects and an …

I’Ll Have What She’S Having: Gauging The Impact Of Product Placements On Viewers, Sharmistha Law, Kathryn A. Braun

Kathryn A. LaTour

Product placement in TV shows is becoming increasingly common, yet little is known about its effectiveness nor even how to define and measure such effectiveness. This research examined the effectiveness of product placement with the use of two different types of measures: explicit measures that tap memory directly (with the use of a recognition and recall task), and an implicit measure that measures the effect of exposure on product choice indirectly. It was hypothesized that the ability of product placement to enhance memory and choice may be mediated by distinct mechanisms. The results showed an overall enhancement in product recall, …

How And When Advertising Can Influence Memory For Consumer Experience, Kathryn A. Braun-Latour, Michael S. Latour, Jacqueline E. Pickrell, Elizabeth F. Loftus

Kathryn A. LaTour

Recent "paradigm shifting" research in consumer behavior dealing with reconstructive memory processes suggests that advertising can exert a powerful retroactive effect on how consumers remember their past experiences with a product. Building on this stream of research, we have executed three studies that incorporate the use of false cues with the aim of shedding new light on how post-experience advertising exerts influence on recollection. Our first experiment investigates an important but yet unexplored issue to advertisers who are perhaps reticent about embracing this paradigm: Does the false cue fundamentally change how consumers process information? After finding that when the false …

Music And Auditory Transportation: An Investigation Of The Music Experience, Gail Leizerovici

Electronic Thesis and Dissertation Repository

To date, music has been primarily investigated as an atmospheric component of retail environments, or as a manipulable variable to assess consumer behaviour responses. However, across disciplines, listening to music has been shown to foster group membership, decrease anxiety, improve mood, and induce strong physical reactions such as thrills and chills. My dissertation research looks at closing this gap by investigating how music can offer more to its consumer than is currently understood. Using a mixed-method approach, I first explore the phenomenon of experiencing a favourite song. Following that, I experimentally investigate: 1) how and whether different modes of music …

Consumer Perceptions Of Child-Friendly Shaped Healthy Fruit And Vegetable Snacks, Selena Lauren Baker

Open Access Theses

Fruits and vegetables (FV) are widely recognized as healthful foods by the public, and most individuals are aware of dietary guidance recommendations to consume more FV. However, actual consumption of FV has been and continues to be low in the United States and many other countries, despite public health efforts to change this trend. The sub-optimal intake of FV among children and adolescents is of particular concern due to high nutrient requirements for proper growth and development during these life stages. Fruit and vegetable intake patterns in childhood have been shown to track into later life and may affect individuals' …

The Effect Of Online Reviews On Attitude And Purchase Intention: How Consumers Respond To Mixed Reviews, Chatdanai Pongpatipat

Theses and Dissertations in Business Administration

Three studies investigate how consumers respond to mixed reviews under personal and social influences. The first study looks at how individual self-construal influences the way consumers process mixed reviews from professional critics vs. regular consumers. The study finds consumers with an independent (interdependent) self construal to have less favorable attitude and to be less likely to purchase the product when the negative review comes from professional critics (consumers). Study 2 explores how consumption social context determines the way consumers respond to mixed reviews and how consumer knowledge moderates this behavior. For public consumption, the study finds that both attitude and …

Processing Popup Ads And Print Ads: A Comparative Study Between American, Brazilian, And Argentinean Consumers, Gary H. Kritz, Hector R. Lozada

Association of Marketing Theory and Practice Proceedings 2014

As more and more companies become global business entities, it will be important to find out how traditional consumer behavior processes and relationships work in different countries. A comparison of the processing of a traditional print ad and popup ad are compared within and between the United States, Brazil, and Argentina. Very little research exists regarding traditional consumer behavior and advertising model outcomes in Brazil and Argentina. Since these two Latin American countries have become large economic powers in the global economy, it is important to study how these countries’ consumers react to existing models of consumption and advertising. Could …

How Does Sarah Mclachlan Make Me Donate To The Spca? Emotional Intelligence And Emotionally Laden Persuasive Appeals, Rose Opengart, Michael Mccall

Association of Marketing Theory and Practice Proceedings 2014

In the last 50 years there has been a plethora of academic research around consumer behavior (Macinnis & Folkes, 2010). While there have been a variety of topics examined by researchers, many aspects of persuasion and its effects on consumers’ decisions are not fully understood. Given the prominence of advertising in the field of persuasion, it is not surprising that persuasion theories have received a great deal of attention in scholarly research (Shrum, Liu, Nespoli, & Lowrey, 2012). Marketing and persuasion research have examined the importance of reaching the emotions of customers. It is known that feelings-oriented factors influence consumer …

Consumer Attitude Towards The Spirit Airline Online Advertising, Tamilla Curtis, Blaise Waguespack, Anke Arnaud

Dr. Tamilla Curtis

Bridging Aficionados’ Perceptual And Conceptual Knowledge To Enhance How They Learn From Experience, Kathryn A. Latour, Michael S. Latour

Kathryn A. LaTour

The aficionado consumer is one who consumes and enjoys a hedonic product regularly but has failed to obtain product expertise from his/her many experiences. We conceptualize the aficionado as having asymmetric perceptual and conceptual knowledge and posit that when these two types of knowledge are bridged with a sensory consumption vocabulary, the aficionados are better able to learn from their experiences. In experiment 1, we find that providing aficionados a cross-modal learning tool (wine aroma wheel) during their tasting helps them strengthen their experiential memory and withstand influence from misleading marketing communications. We also find that when aficionados are presented …

Investigating The Portrayal And Influence Of Sustainability Claims In An Environmental Advertising Context, Shannon Cummins, Timothy M. Reilly, Les Carlson, Stephen J. Grove, Michael J. Dorsch

Marketing & Entrepreneurship Faculty Publications

The ability of consumer judges to identify sustainable messages in environmental advertising and the effect of these messages is explored. A content analysis provides insight into these judges’ perceptions of the depth of environmental advertising messages. An experiment investigates the influence of sustainable messages and includes collection of cognitive response data to evaluate the cognitive dimension of sustainability messages. Content analysis results suggest that sustainability messages may influence how environmental advertisements are perceived. These findings are supported by the cognitive response data, which shows cognitive differences across advertisements, and the experimental manipulation that suggests sustainable ads may be more involving …

Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No, Jason Flores, Arne Baruca, Robert Saldivar

WCBT Faculty Publications

Advancements in the development of neuroscience have created the capacity for neuroscientific methods to be applied to marketing science and ultimately marketing practice. As a relatively nascent subfield in marketing, neuromarketing applies neuroscientific methods to study consumer reactions to specific marketing related stimuli. This study analyzes the use of neuromarketing by for-profit and non-profit organizations from an ethical perspective based on consumers’ point of view. The implications of consumers’ ethical judgments are also explored.

The empirical evidence indicates that consumers perceive the use of neuromarketing-based marketing tactics by for-profit organizations to be unethical, yet the same tactics are considered ethical …

Consumers' Perceptions Towards Sustainability: A Cross-Cultural Analysis, Mertcan Tascioglu

Electronic Theses and Dissertations

Sustainability has become a subject of increasing concern to academics and practitioners in recent years. Increasing consumer demand for socially responsible products encouraged supply chains to put increasing emphasis on sustainability. In adapting sustainability practices consumers play a very important role for supply chains. Thus this dissertation examines consumers’ perceptions towards sustainability practices. Although most previous research has examined environmental sustainability practices, the social dimension of sustainability has received little attention. This dissertation attempts to explore both environmental and social sustainability and their effects on consumer perceptions in different cultural contexts and price levels. Two scenario based experiments are utilized. …

At The Tipping Point: Race And Gender Discrimination In A Common Economic Transaction, Lu-In Wang

Articles

This Article examines the ubiquitous, multibillion dollar practice of tipping as a vehicle for race and gender discrimination by both customers and servers and as a case study of the role that organizations play in producing and promoting unequal treatment. The unique structure of tipped service encounters provides plenty of opportunities and incentives for the two parties to discriminate against one another. Neither customers nor servers are likely to find legal redress for the kinds of discrimination that are most likely to occur in tipped service transactions, however, because many of the same features of the transaction that promote discrimination …

Review Of Psychological Foundations Of Marketing By Allan J. Kimmel, Alexander Milovic

Marketing Faculty Research and Publications

No abstract provided.