Marketing Commons^™

Public Perception Study 2011: Mental Illness, Drug And Alcohol Abuse, Oscar T. Mcknight

Oscar T McKnight Ph.D.

This study examined the public perception of mental illness, drug and alcohol abuse. Field-interviews with participants occurred "on the street" with no difficulty. Participants offered ten general recommendations to professionals developing programs for mental illness, drug or alcohol abuse. The public stressed the professional responsibilities of physicians, pharmacists, counselors and teachers to prevent drug abuse.

Student Affairs Program Evaluation: A Factor Analytic Solution, Oscar T. Mcknight

Oscar T McKnight Ph.D.

This program and presentation addresses the use of factor analysis in program evaluation. Specific focus will highlight the development and selection of marker items. The goal is to label and interpret factors according to targeted questions of interest. Therefore, results are not only descriptive, but predictive - with practical application to student retention and satisfaction. Process is useful for benchmarking best practices; measuring student satisfaction and learning; tracking student participation; evaluating program results; determining future program or service needs; and, assessing effectiveness of delivered programs.

Cleveland Schools Social Skills Training Program Showing Positive Results, David Volosin, Oscar T. Mcknight, John Sikula

Oscar T McKnight Ph.D.

This article reports on research conducted in the Cleveland Metropolitan School District by the Society for Prevention of Violence (SPV). A total of 1500 students and 150 teachers participated in a social skills training program. Statistically significant positive results were found over the course of the 2009 - 2010 school year. A positive change in the school environment was documented via a thirty-five item learning survey. Because of the positive results, during the 2010 - 2011 school year, SPV's social skills training program is being implemented in all three Parma middle schools.

The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee

Doctoral Dissertations

The present study assesses the effect of financial services advertising on investors’ decision-making by adopting a two-sided approach: a stimulus-side analysis to document the nature and prevalence of advertising strategies and advertising disclosures being used and a response-side investigation to examine the investors’ processing of and receptiveness to financial services advertising. By performing a content analysis of recently published financial services magazine advertisements, this study provides a contemporary look at whether and how financial services companies inform, persuade, and communicate with average investors. Results from this content analysis method is also used as a foundation to help design realistic test …

The Psychology And Behavior Of Consumers In The Fashion Industry, Jessica Delace

Senior Honors Projects

I have always been interested in all aspects of the fashion industry, from apparel production to retail sales. After interning in the sales department of a New York based designer, I became fascinated by the customers who spent over $10,000 to revamp their wardrobe every season. Were these women buying their clothes based on their own preferences, or did they buy the original $3,000 design to fit their lifestyle as a New York City socialite?

After completing a literature review on the psychology of apparel consumers, I wanted to determine if shoppers’ preferences were based on their own opinions, or …

Effects Of Chronic Regulatory Focus And Product Type On Internet Purchase Decisions, Chad Ryan

Honors Projects in Marketing

This study draws on Regulatory Focus Theory (RFT; Higgins 1987) to explore factors that affect a consumer’s online purchase attitudes and intentions. According to RFT, consumers tend to be either chronically promotion- or prevention-focused. Promotion-focused consumers are concerned with positive outcomes. Conversely, prevention-focused consumers are concerned with avoiding negative outcomes. Promotion-focused consumers are more willing to take risks than prevention-focused consumers (Higgins 1997). Promotion-focused consumers also prefer hedonic shopping experiences (i.e., pleasurable), whereas prevention-focused consumers prefer utilitarian shopping experiences (i.e., task-oriented) (Arnold & Reynolds 2009). Because products that are purchased on the Internet cannot be seen or touched prior to …

Warranty And Price As Quality Signals: The Effect Of Signal Consistency And Unexpectedness On Product Perception, Sultan Alaswad Alenazi

Theses and Dissertations in Business Administration

This dissertation investigates the effect of signal consistency/inconsistency and signal unexpectedness on a consumer's evaluation of a product. It consists of two studies. Study One examines the effect of signal consistency/inconsistency on product quality, where consistent signals are those of the same valance. Prior research has found that a positive cue not only was unable to improve product quality perception, but also had a negative effect on perceived quality when a positive cue was combined with a negative one. The results of Study One indicate that when signals are inconsistent, consumers engage in an attribution process to explain inconsistency. If …

A Primer For Economic Development Directors And Other Social Entrepreneurs: Using 'Cash' As A Management Practice, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Melinda Belden

Oscar T McKnight Ph.D.

City and community oficials are responsible for developing and sustaining economic growth. This research focuses on Best Practices Cities - those with current and predicted economic growth above the national average - and the specific management practices that are responsible for such growth. The CASH model is presented to assist city planners and other social entrepreneurs in their economic development initiatives.

Strategic Marketing For Economic Development: A Comparative Study, Megan Polak, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

This study surveyed economic development directors from 118 cities from within the continental United States. The research concern was their strategic economic development plan. Electronic surveys asked participants to identify strategic components of their economic development plan; first, by intent of focus and second by rank-order. Designated areas of economic development included: Retail, Commercial, Residential or Industrial. In addition, the survey inquired as to their planned marketing communication channel and expected reach (i.e. footprint). Findings suggested that most cities were seeking to promote "all areas equally" - industrial development surfaced as the area of economic development listed with the highest …

[Introduction To] Propaganda State In Crisis: Soviet Ideology, Indoctrination, And Terror Under Stalin, 1927-1941, David Brandenberger

Bookshelf

The USSR is often regarded as the world's first propaganda state. Particularly under Stalin, politically charged rhetoric and imagery dominated the press, schools, and cultural forums from literature and cinema to the fine arts. Yet party propagandists were repeatedly frustrated in their efforts to promote a coherent sense of "Soviet" identity during the interwar years. This book investigates this failure to mobilize society along communist lines by probing the secrets of the party's ideological establishment and indoctrinational system. An exposé of systemic failure within Stalin's ideological establishment, Propaganda State in Crisis ultimately rewrites the history of Soviet indoctrination and mass …

Emotional Brand Attachment: Marketing Strategies For Successful Generation, Katie Bilotti

CMC Senior Theses

Modern society is structured around consumption. The climate of the current consumer culture is one of intense competition. In order to differentiate their brands and products, companies are beginning to focus on differentiating their brands on the basis of distinctive emotional, rather than functional, characteristics. Emotional brand attachment is defined as the bond that connects a consumer with a specific brand by involving feelings of affection, passion, and connection. When established, emotional brand attachment is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. This paper explores the marketing tactics utilized by Dove brand and …

A Theory Of Mental Credit, Jason Soll

CMC Senior Theses

Many philosophical subjects attempt to analyze the basis of human welfare. Theories of desert, distribution of property, and happiness tend to dominate philosophical discourse. Mental credit, which is the mental acquisition of credit for one’s accomplishments and the satisfaction one derives from this credit, is absent from this discourse despite its underlying role in the way people think about their lives. Mental credit is an eternal cognitive good that deserves thoughtful attention and pious decisions for implementation. The following theory of mental credit seeks to serve as a unifying theory for the mental calculations that guide life’s most imperative decisions, …