Business Commons^™

Online Students Demographics And Motivations To Enroll In Class, Weiling Zhuang, Viviane Billings

EKU Faculty and Staff Scholarship

Distance education traces its origins to mid-19th century Europe and the United States. With the development of infrastructure and technology, universities began to offer distance education via the internet to reach the prospective students, facilitate the learning process and accommodate their needs. With an increase in popularity and demand, the enrollment for online classes has been strong for the past ten years. According to Allen and Seaman (2013), there were 572,000 more online students in fall 2011 than in fall 2010 for a new total of 6.7 million students taking at least one online course. Another recent study conducted by …

Race Ethnicity And In-Store Mobile-Assisted Shopping In The Us, Kristine Johnson, Manuel C. Pontes

Association of Marketing Theory and Practice Proceedings 2017

This research primarily investigates the relationship between race ethnicity and consumer use of mobile phones in-store to facilitate purchase decisions. Data were collected by a telephone survey of a nationally representative sample of US adults between January 5 and January 8, 2012. The data collection was sponsored by the Pew Foundation and made available for this research. The data were analyzed with the software R and its survey package that allow researchers to incorporate the sampling weights to estimate population statistics, standard errors, and confidence intervals.

The independent variables were demographic variables (race ethnicity, gender, and household income) and behavioral …

Online Survey Respondents’ Reactions To Required Questions, Jeffrey S. Gutenberg, Seongbae Lim

Association of Marketing Theory and Practice Proceedings 2017

One of the most common errors committed by “amateur” online survey questionnaire designers is the improper use of “required” questions, where the survey respondent is not allowed to continue in the survey unless the question is answered. The problem with this design feature is that if a valid choice is not offered, the survey respondent must either give an incorrect answer to proceed, or terminate the survey. In order to get an empirical sense of how survey-takers respond to such situations, two studies were conducted, both employing 600+ members of a commercial online panel. Respondents were asked their opinion of …

A Cit Investigation Of Patient Deception Using Self-Discrepancy Theory, Gary Daniel Futrell

Association of Marketing Theory and Practice Proceedings 2017

It is widely accepted that patients knowingly lie, mislead, and deceive health care professionals working in their favor. While physicians do their best to provide patients with quality care, patient deception can not only affect service quality and patient satisfaction, but also physician effectiveness and medical outcomes. The current research consists of a qualitative investigation of this phenomenon and seeks to lay the foundation for a self-discrepancy theory perspective of patient deception.

Self-discrepancy theory (SDT) seeks to explain how emotional discomfort can be caused by conflicting beliefs about one’s self. That is, a discrepancy arises and there is emotional discomfort …

Compromise And Attraction Effects Under Interdependent And Independent Self-Construal, Ramin Bagherzadeh, Monika Rawal, Jose Luis Saavedra

Association of Marketing Theory and Practice Proceedings 2017

When a new alternative introduces to a choice set, the preferences for the original alternatives will be effected (Mourali, Böckenholt and Laroche 2007). Consumers often feel uncertainty about the true values of options when they want to purchase products (Simonson 1989). Huber, Payne, and Puto (1982) defined the attraction effect as “when adding an alternative that is inferior to another alternative in the choice set increases the share of the relatively superior alternative.” Compromise effect is defined as “when adding an extreme option to the choice set shifts the choice preferences in favor of the compromise option” (Simonson 1989). The …

Segmentation Of The Aruban Tourism Market: Classification Of Visitors’ On-Island Activities, Deborah J.C. Brosdahl, Roasalind C. Paige

Association of Marketing Theory and Practice Proceedings 2017

Travel and tourism offices in destinations throughout the world are keenly aware of the importance of attracting visitors to their locale. This is especially true in places where tourism is an important component of the local economy. Nowhere is tourism more important than for the island nations of the Caribbean, an area that has been called one of the most tourism dependent regions in the world. With approximately 1.22 million people visiting each year, the Caribbean island of Aruba “The World Tourism Council (WTTC) reports Aruba’s GDP is more reliant on travel and tourism than any other nation, relative to …

For One Or Many? Recommendation Targeting And Consumer Advice Integration, Michael Sciandra

Association of Marketing Theory and Practice Proceedings 2017

As consumers, many of our most important decisions are not made in isolation. Rather, it is common for individuals to pursue, evaluate, and rely on advice from other individuals. While research on advice usage from multiple or individual advisors has been investigated, no research has looked at advice integration when the advice is offered to an individual or group. This is an important consideration of advice as online review sites (e.g. Yelp, Expedia, and Foursquare) and social media platforms (e.g. Twitter and Facebook) now make it easy for consumers to make general recommendations targeted at a large number of individuals. …

An Exploratory Investigation Of Green Behaviors And Attitudes Towards Green Marketing Initiatives, Sam Fullerton, Tammy Mccullough, Lewis Hershey

Association of Marketing Theory and Practice Proceedings 2017

A sample of 205 university students provided input regarding an array of 32 issues germane to both green marketing and green consumption. A diverse array of behaviors and opinions were articulated. Respondents reported a high propensity to engage in recycling, donating used goods, and purchasing products with a longer life expectancy. They favored environmentally-friendly actions such as focusing on cleaner and more efficient energy alternatives. There was a strong belief that individuals can make a difference. A comparison of business and nonbusiness students documented significant differences on two of the 32 issues under investigation with nonbusiness students expressing greater concern …

Utilitarian And Hedonic Shopping Behavior In The Face Of Natural Disaster, Lindsay R.L. Larson, Hyunju Shin

Association of Marketing Theory and Practice Proceedings 2017

Terror management theory suggests that events which make one’s mortality salient also lead to compensatory processes and behaviors meant to alleviate existential anxiety. Applications within the field of consumer behavior have led to the proposal that any such event may also impact materialism and consumption decisions as a protectant from such anxiety. With this in mind, the current study sets out to investigate the personal experiences and subsequent shopping behavior of those impacted by Hurricane Matthew in the coastal southeastern region of the United States. While Hurricane Matthew had nowhere near the destructive impact of Katrina within the continental United …

Consuming Digital Technologies And Enacting Identities: Mothers In Mundane Daily Life, Meera Venkatraman

Association of Marketing Theory and Practice Proceedings 2017

This manuscript examines mothers’ consumption of digital technologies to enact their individual, relational, and familial identities. Using phemenological interviews it finds mothers purposefully consume digital technologies to negotiate, construct, and enact identities. Specifically, mothers use a repertoire of four appropriation strategies: mastering, partnering, domesticating, and avoiding. Mastery is a multi-year project in which mothers enroll in digital educational programs, qualify, and create new professional identities. In domestication, mothers assert themselves on technology managing their inclusion/exclusion in the time and spaces of family life, thereby enacting parental identities. In contrast, partnering is collaborative; mothers consume those functionalities of technologies that help …

The Role Of Consumption In The Communication Of Family Identity In Multiracial Adoptive Families, Elise Johansen Harvey

Association of Marketing Theory and Practice Proceedings 2017

In the past four decades, family structure has shifted away from the traditional family of a same race family complete with a married mother and father and biological. Some disciplines have incorporated these changes into their research, but the marketing discipline has consistently assumed a relatively stable, traditional family structure. Family structures associated with social stigma have seen a rise in prevalence including those characterized by racial diversity, sexual orintation, and adoption. Families facing a stigmatized status in society are the population of interest this paper; specifically we examine the experiences of transracial adoptive families. There are over 2 million …