Marketing Commons^™

How Do Consumers Adopt Imported Products In An Era Of Product Overcrowding?, Miguel Sahagun, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications and Presentations

When individuals decide to adopt imported products, they associate these products with one or more places. Thus, consumers are likely to think about the new cultures, ideas, and behaviors associated with these places. When adopting imported products some consumers seek some type of novelty without altering existing decisional and/or behavioral structures whereas other consumers seek novelty to create new consumption situations. Nonetheless, current research has failed to explain how determinant the influence of the product’s place and the process of adopting this product are on consumer’s purchase intention. Therefore, this research analyzes: 1) the influence of the product’s place market …

Bilingual Consumer Memory In The Advergaming Context: A Cross-Script Comparison, Monica D. Hernandez

Theses and Dissertations - UTB/UTPA

Written language is the core of culture and central to marketing communications. The differences in language processing exhibited by Eastern/Western bilingual consumers are of great concern for global and multinational companies wishing to effectively promote their products through the Internet. Advergaming is a promotional method consisting of the delivery of advertising messages through electronic games. Despite recent scholarly interest, no previous research has compared brand memory across groups of bilinguals of different writing systems or scripts in the advergaming context.

The dissertation investigated differences in brand memory of bilinguals of languages based on different scripts. Specifically, a logographic-based language (Chinese), …

Manipulating Ethos And Pathos: Accents, Product Complexity, And Promotional Messages In Chile, Victor Ramon Davila

Theses and Dissertations - UTB/UTPA

This dissertation is motivated by fundamental questions about source effects in persuasive communications: Do receiver attributes influence perceptions about the source and about the object of the message? Do source and object cues influence receiver perceptions about the source? Do source and object cues influence receiver perceptions about the object of the message?

Traditional conceptions of receiver responses to a source have focused on character trait inferences. Of these character trait inferences, the literature on source credibility appears to converge on two categories: source expertise and source trustworthiness. A more recent stream of research has grown around the concept of …

Explicating Sex Differences In Marketing Managers' Egoist Versus Utilitarian Ethical Orientations: The Effects Of The Enactment Of Agentic Versus Communal Social Roles, Jason Blair Macdonald

Theses and Dissertations - UTB/UTPA

This study examines the issue of sex differences in ethical orientations and suggests that the enactment of social roles and the associated use of information processing strategies influence the presence of sex differences in managers' ethical orientations. Managers' ethical judgments and intentions to use punishments or rewards to encourage ethical behavior are the two dependent variables in the study.

A 3 (prime: gender-role, work-role, no role) by 4 (ethical condition: positive egoist/positive utilitarian, positive egoist/negative utilitarian, negative egoist/positive utilitarian, and negative egoist/negative utilitarian) experimental design was applied in the efforts to answer the main research question: What is the role …