Marketing Commons^™

Chinese Outbound Tourists Food Consumption In The U.S.: An Extension Of The Theory Of Planned Behavior, Kaiyang Wu

UNLV Theses, Dissertations, Professional Papers, and Capstones

Although Chinese outbound tourists made enormous economic contribution to the U.S. restaurant industry, they seem to have the tendency to consume Chinese cuisine solely during their international trips. This study applies structural equation modeling (SEM) to evaluate different behavioral beliefs' impact on the intentions of Chinese outbound tourist unfamiliar ethnic food consumption in the U.S. Additionally, this research combines the Theory of Planned Behavior (TPB) and food neophobia, a food-related personality trait to better explain Chinese outbound tourists' food rejection behavior in the U.S.

Results of this study showed safety concern, acceptance of table manners, perceived communication gap and food …

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.

Esochoice: The Self-Manipulation Of Tastes By Chameleonic Decision Makers, Brian J. Gibbs

Brian J. Gibbs

No abstract provided.

Factors Affecting The Acquisition And Transfer Of Novel Attribute Relationships To New Product Categories, Stewart Shapiro, Mark Spence, Jennifer Gregan-Paxton

Mark Spence

This article investigates two factors posited to affect consumers' ability to learn a novel attribute relationship (e.g., "no pesticides → USDA organic symbol") and apply this recently acquired knowledge when making judgments in a new product category. The first factor concerns the nature of the attribute encoding process and, in particular, whether it allows for comparison of examples. The second factor focuses on the relationship between the learning and transfer domains, and examines the influence of perceptual similarity (manipulated two ways: similarity in the elements comprising the attribute relationships, and similarity between the base and target domains) on the transfer …

May I Help You? How Stereotypes And Innuendoes Influence Service Encounters, Lauren Michelle Brewer

Doctoral Dissertations

"You only get one chance to make a good first impression." The dissertation focuses on marketing agents; among the most visible is the "service provider." Previous research establishes the important role of cognitive social schemata in determining the way consumers react to different types of marketing agents, including service providers. In the literature review, a classification schema is developed for service provider stereotypes derived from theory using social stereotypes. The development of the Service Provider Perception Framework (SPPF) creates a classification for the individual service provider along two main dimensions: competence and affect.

In services design (particularly situations involving a …

Sales Performance And Intuition – The Role Of Gut Feelings, David Locander

Doctoral Dissertations

This dissertation extends the dual theory of salesperson information processing by examining the relationship between salespersons' emotional intelligence (EI) and their preference for and use of decision-making styles (intuition and/or deliberation) in the selling process. This dissertation contains two studies, Study 1 employs a descriptive research design and Study 2 uses experimental manipulations to investigate the role that intuition and deliberation play within the sales process. Data for both studies come from a sample derived from a national online panel of business to business salespeople.

Study 1, using a survey approach, assesses two competing models and one post hoc model …

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.

Make My Memory: How Advertising Can Change Our Memories Of The Past, Kathryn A. Braun, Rhiannon Ellis, Elizabeth F. Loftus

Kathryn A. LaTour

Marketers use autobiographical advertising as a means to create nostalgia for their products. This research explores whether such referencing can cause people to believe that they had experiences as children that are mentioned in the ads. In Experiment 1, participants viewed an ad for Disney that suggested that they shook hands with Mickey Mouse as a child. Relative to controls, the ad increased their confidence that they personally had shaken hands with Mickey as a child at a Disney resort. The increased confidence could be due to a revival of a true memory or the creation of a new, false …

The Role Of Self Concept In Consumer Behavior, Marisa Toth

Graduate Research Symposium (GCUA) (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?

Coke Is It: How Stories In Childhood Memories Illuminate An Icon, Kathryn A. Latour, Michael S. Latour, George M. Zinkhan

Kathryn A. LaTour

This paper builds on consumer storytelling theory and childhood memory research by proposing that earliest childhood memory stories are useful for developing brand myths and providing relevance to iconic brands. This article investigates consumers' childhood memories with Coca-Cola and finds that memories from early childhood are more predictive and insightful for understanding current brand attitudes than memories coming from adolescence. A focus group is unable to elicit memories from as early in life as the childhood memory session. In addition, the memories elicited by the group interviewer are not as relevant and meaningful to participants. When participants read experiences coming …

Mood, Information Congruency, And Overload, Kathryn A. Braun-Latour, Nancy M. Puccinelli, Fred W. Mast

Kathryn A. LaTour

Marketers seek new ways of gaining attention in our age of information bombardment, and one popular way has been to utilize schema-incongruent language. The present article investigates how a common situational factor–consumer mood–influences consumers' ability to process incongruent information in an information overload environment. Two experiments find positive mood increases (and negative mood decreases) consumers' ability to respond to incongruent information. Both experiments utilize computer reaction tests on healthy adult consumers; the first uses the Stroop test, the second uses the IAT (Implicit Association Test). This article discusses the implications of the findings for marketers attempting to gain consumers attention …

Advertising's Misinformation Effect, Kathryn A. Braun, Elizabeth F. Loftus

Kathryn A. LaTour

This research explores whether post-experience advertising alters information learned in a consumer's direct experience. An advertising misinformation effect was obtained for colour memory of a previously seen candy bar wrapper upon both visual and verbal misinformation. However, the misleading visual information produced more ‘remember’ judgements than misleading verbal information. This advertising misinformation effect did not dissipate when the source was discredited. We found that such memory changes can be directly linked to consumer subjective judgements and choices when the misleading information is particularly salient. Not only do these findings constitute a novel generalizability of the misinformation effect, they also have …

Positive Mood And Susceptibility To False Advertising, Michael S. Latour, Kathryn A. Latour

Kathryn A. LaTour

This paper examines the impact of mood on consumers' implicit and explicit responses to false advertising. In our first experiment, we find that those consumers in a positive (versus a negative or neutral) mood state are more likely to notice the false information in the advertising, but paradoxically, are also likely to develop positive feelings toward the brand. In that experiment, we used both a hedonic brand (Disney) and a hedonic/emotional ad (autobiographical). In our second experiment, we extend the ad stimulus context beyond Disney to Wendy's to more readily facilitate autobiographical versus informational manipulations. We find that, indeed, the …

Memory Change: An Intimate Measure Of Persuasion, Kathryn A. Braun-Latour, Gerald Zaltman

Kathryn A. LaTour

A major goal for advertising is to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement. This is achieved through a process of cocreation in which consumers integrate advertising content with their own attitudes, beliefs, and values to produce the meaning of an advertisement. This article proposes an approach to evaluating advertisements that builds on the reconstructive nature of memory, the dominant view of memory today. The reconstructive view of memory holds that the memory for the same event is different each time it is recalled and that the person …

The Impact Of Program Context On Motivational System Activation And Subsequent Effects On Processing A Fear Appeal, Robert F. Potter, Michael S. Latour, Kathryn A. Braun-Latour

Kathryn A. LaTour

This manuscript reports three experiments investigating the impact of television programming context on the processing of a fear-appeal message. This is done using a dual-motivation system theory conceptualizing emotion as arising from activation of the appetitive and/or aversive motivational systems. Results show that, as predicted, sad programming activates viewers' aversive motivational systems, whereas comedic programming activates their appetitive motivational systems. Furthermore, by activating these systems through programming context, we were able to predict both retrospective self-report and real-time physiological reactions to a persuasive message employing a fear-appeal strategy. Theoretical and practical implications are discussed, as are suggestions for future experiments …

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 …

Postexperience Advertising Effects On Consumer Memory, Kathryn A. Braun

Kathryn A. LaTour

Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented advertising become confused with consumers’ own experiential memories. It is suggested that, through a reconstructive memory process, this advertising information affects how and what consumers remember. Consumers may come to believe that their …

Taking It To The Streets: A Multimethod Investigation Of Street Credibility And Consumer Affinity Toward Street Credible Endorsers, Delancy Howard Sterling Bennett

Doctoral Dissertations

Celebrity endorsers are featured in 10 to 20 percent of commercials in the United States (Agrawal and Kamakura, 1995). While firms have invested significant capital in celebrity endorsers, they traditionally shy away from those who have been involved in illegal or immoral acts (Briggs, 2009; Creswell, 2008). However, the rules of endorser selection appear to be changing. Recently, a new type of endorser whose celebrity is built in part upon criminal activity or violent history has emerged. These celebrities, often rappers, successfully endorse major brands such as Vitamin Water and Chrysler. They are frequently described as having another form of …

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' …

Using Childhood Memory To Gain Insight Into Brand Meaning, Kathryn A. Braun-Latour, Michael S. Latour, George M. Zinkhan

Kathryn A. LaTour

In this article, the authors introduce the concept that people's earliest and defining product memories can be used as a projective tool to help managers more fully understand consumers' relationships to their products. The authors use a study on three generations of automobile consumers to illustrate how these memories symbolize the consumer-brand relationship and how they can be used to gain insights into brand meaning. The findings indicate that people's earliest and defining experiences have an important influence on current and future preferences in predictable ways across the consumer life cycle. These memory experiences are symbolic to the consumer and …

A Dynamic View Of Cultural Influence: A Review, Donnel A. Briley, Robert S. Wyer Jr., En Li

Donnel A Briley

Static models of culture’s influence have given way to a dynamic view, which identifies not only differences across cultures in people’s judgments and decisions, but also the situations and conditions in which these differences do or do not appear. Theory and evidence developed from a cognitive psychological perspective underlie this dynamic approach, including research emerging from the “dynamic constructivist” and “situated cognition” models. In the present review, we focus on findings that confirm the utility of this cognitively oriented approach, and briefly discuss the advantages and complementary nature of the “social collective” and neuroscience approaches to understanding culture.

Relative Effects Of Lower-Order And Higher-Order Quality Of Work Life On Employee Job Satisfaction And Life Satisfaction: Case Studies Of Service And Manufacturing Sectors In Thailand, Kalayanee Senasu, Anusorn Singhapakdi

Marketing Faculty Publications

This research investigates the relative effects of lower-order and higher-order aspects of quality of work life (QWL) on employee job satisfaction and overall life satisfaction in Thai workplaces. The data were collected by means of questionnaires mailed to employees of 6 selected companies-3 companies in each of the service and manufacturing sectors in Thailand with respective response rates of 72 and 74 percent. The results reveal that the two aspects of QWL in all companies have a positive impact on both aspects of employee satisfaction: job satisfaction and overall life satisfaction. The results also reveal a generally more important role …

A Multivariate Analysis Of Consumers’ Beliefs, Attitudes, And Behaviors Associated With Locally Produced Food And Farmers’ Market Patronage, Sara Williamson

Theses and Dissertations--Agricultural Economics

While farmers’ market vendors rely on loyal and frequent patrons to purchase their products, it is unclear how the intrinsic differences among farmers’ market shoppers serve as indicators of potential shopping frequency at farmers’ markets. The objectives of this thesis are to identify consumers’ intrinsic values associated with characteristics of local foods, examine how these values are reflected in consumption behaviors among farmers' market shoppers, and explore the relationship between consumption activities and shopping frequency at farmers' markets. Results suggest that the differences between frequent and infrequent farmers’ market shoppers could be explained by the individual’s levels of high and …

Using Inoculation Messages To Protect “Stay In The Market” Beliefs During Financial Crises, Lindsay Lyles Dillingham

Theses and Dissertations--Communication

This paper focuses on the problem of collapsed “stay in the market” (SIM) beliefs during financial crises. The primary purpose of this investigation was to ascertain whether or not inoculation messages represent a viable communication strategy to preemptively protect SIM beliefs during forthcoming financial crises. Ancillary purposes of this study were to further investigate the role of print and video crises, explicit instructions regarding post-inoculation talk (PIT), and gain and loss frame inoculation messages on the inoculation process. This study used a between subjects factorial design (3 x 2 plus four additional conditions) to explore ten hypotheses. Data collected from …

Message Matters: Application Of The Theory Of Planned Behavior To Increase Household Hazardous Waste Program Participation, Amy Dyer Cabaniss

Antioch University Full-Text Dissertations & Theses

Removing household hazardous waste (HHW) from the municipal solid waste stream is important to protect health, safety and the environment. Communities across the U.S. separate HHW from regular trash for disposal with hazardous waste, however nationally, participation rates are low with only five to ten percent of households estimated to participate in any given collection. This two-part study used the Theory of Planned Behavior (TPB) to understand individuals’ beliefs and attitudes toward HHW collections, and to develop a print message intervention to increase participation. In Study 1, respondents (N = 983) completed a survey administered to homeowners in the Connecticut …