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Social and Behavioral Sciences Commons™
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Articles 1 - 9 of 9
Full-Text Articles in Social and Behavioral Sciences
Baby Boomers’ Attitudes Towards Product Placements, Nichole M. Schmoll, John Hafer, Michael L. Hilt, Hugh J. Reilly
Baby Boomers’ Attitudes Towards Product Placements, Nichole M. Schmoll, John Hafer, Michael L. Hilt, Hugh J. Reilly
Communication Faculty Publications
Including branded products within mass media programming is becoming common. Previous research has focused almost entirely on college-age students' attitudes about placements in movies and television. This research focuses on Baby Boomers and is the first to include questions about multiple media in forming attitudes towards product placements. Six hypotheses were tested. Attitude toward product placement is related to media consumption. Males appear more positive than females. Interactions effects of media consumption x gender and media consumption x age appear insignificant. Analytical results, graphs, tables and managerial implications and representative comments from respondents are presented.
The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia
The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia
College of Business Faculty Publications
We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers …
Student Experiences And Perceptions Of Team-Teaching In A Large Undergraduate Class, Venkata K. Yanamandram, G. Noble
Student Experiences And Perceptions Of Team-Teaching In A Large Undergraduate Class, Venkata K. Yanamandram, G. Noble
Faculty of Commerce - Papers (Archive)
This paper examines student experiences and perceptions of two models of team-teaching employed at a regional Australian university to teach a large undergraduate marketing subject. The two team-teaching models adopted for use in this subject can be characterised by the large number of team members (ten and six) and the relatively low level of team involvement in the planning and administration of the team-teaching process. The paper examines students' experiences in an effort to identify the strengths and weaknesses of the team-teaching approach from the students' perspective. This paper contributes to our knowledge of teaching practice by identifying, amongst other …
The Wheel Of Engagement: Exploring The Connection Between The Brand/Target Relationship, Brain Physiology, Human Psychology And The Laws Of Marketing In An Ever-Changing World., Daniel S. Greenberger
The Wheel Of Engagement: Exploring The Connection Between The Brand/Target Relationship, Brain Physiology, Human Psychology And The Laws Of Marketing In An Ever-Changing World., Daniel S. Greenberger
Creativity and Change Leadership Graduate Student Master's Projects
What happens when the sciences of brain physiology, human psychology and marketing collide with the science of creativity? Could this generate a massive impact leading to the Holy Grail of marketing—a rare insight into the code for building strong brand/customer relationships? As a veteran copywriter and creative director in the ad industry, my tools for gaining customer insight were limited to traditional research and strategy methodologies such as focus groups, interviews and surveys, and to my gut instincts. Once introduced to the science of creativity, I became curious about certain connections to human behavior—specifically connections between the physiology of the …
Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia
Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia
College of Business Faculty Publications
This article argues that the new ‘visuality’ (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an interactive and response-present surface representation. On the computer screen, the market becomes an object of constant movement and variation, changing direction and altering appearance at any time. Following Knorr Cetina (1997, 2002b) we argue that the visual logic of the screen ‘opens up’ the market ontologically. The ontological liquidity of the market-on-screen simulates the indefiniteness of other life forms. We suggest that the continuing fascination with online investing is …
Maintaining Social Marketing's Relevance: A Dualistic Approach, Gary I. Noble
Maintaining Social Marketing's Relevance: A Dualistic Approach, Gary I. Noble
Faculty of Commerce - Papers (Archive)
There have been calls amongst academics and practitioners to move social marketing 'upstream'. This paper attempts to clarify what upstream social marketing is, its appropriate relationship with ‘downstream’ social marketing and how both approaches can be combined into a suitable theoretical framework. The paper argues that neither up or downstream social marketing is superior and suggests that a dual, synergistic approach is needed. This argument is supported through reference to current social marketing interventions in the areas of road safety and childhood obesity. The paper concludes by suggesting that Polonsky, Carlson and Fry’s (2003) ‘harm chain’ concept may be a …
Turning Marketing Promises Into Business Value: The Experience Of An Industrial Sme, Victoria Little, Judith Motion, Rod Brodie, Richard Brookes
Turning Marketing Promises Into Business Value: The Experience Of An Industrial Sme, Victoria Little, Judith Motion, Rod Brodie, Richard Brookes
Faculty of Commerce - Papers (Archive)
How can businesses create more value for their customers and shareholders? One way of understanding this task is to apply the promises framework: promises made to customers, promises kept, and promises enabled. Traditionally marketers made the promises, leaving keeping and enabling activities to other departments (e.g. logistics, manufacturing and customer service) and to senior management. However, marketers are increasingly acknowledging that creating and delivering value to customers requires a synchronised effort from the whole firm, not only marketers.
Communication And Conflict Between Marketing And R&D During New Product Development Projects, Graham R. Massey, Elias Kyriazis
Communication And Conflict Between Marketing And R&D During New Product Development Projects, Graham R. Massey, Elias Kyriazis
Faculty of Commerce - Papers (Archive)
Effective cross-functional working relationships (CFRs) between Marketing Managers and R&D Managers are a key factor in successful new product development (NPD). Empirical evidence suggests however, that this CFR is often problematic. This article adds to our knowledge about Marketing/R&D CFRs during NPD by examining the effects of three forms of communication (communication frequency, bidirectionality, and quality) on two forms of conflict (dysfunctional and functional conflict). A hypothesised model of Marketing/R&D CFRs is tested using a sample of 184 NPD projects conducted in Australia, using R&D Managers as key respondents reporting on their relationships with the relevant Marketing Manager. Our findings …
Channeling Buzz Or Bucks? Ethical Implications For Marketing, Oscar T. Mcknight, Ronald Paugh, Vahn Knight
Channeling Buzz Or Bucks? Ethical Implications For Marketing, Oscar T. Mcknight, Ronald Paugh, Vahn Knight
Oscar T McKnight Ph.D.
Too often higher education officials equate successful enrollment management with determining the appropriate financial-aid package, assuming the student matriculates. However, there are competing theories as to why a student may be attracted to a particular college. Could it be the "buzz"? This study examines the relationship between buzz and bucks with respect to enrollment objectives. Research findings indicate that it is not an either-or proposition. Moreover, marketers are presented with an ethical responsibility to safeguard the public.