Marketing Commons^™

Minimizing The Ratchet Effect: Why Reciprocity Preserves Customer Satisfaction In Service Environments, Kyle A. Huggins, Val Larsen

AMTP Proceedings 2023

This paper focuses on a fundamental problem for marketers: the ratchet effect. The ratchet effect occurs when actual service performance is perceived to be significantly higher than service expectations, causing dissonance and resulting consumer guilt. If left unattended, consumers relieve their guilt by increasing the perceived state of expectations for subsequent visits. Known as the ratchet effect, this causes a dilemma for the service business as they consistently strive to improve service performance. Using equity theory, our experimental study explores whether businesses can break the ratchet effect by providing mechanisms of reciprocity for consumers to respond at little or no …

Lohasian’S Cryptocurrency Adoption: Technology Acceptance Model In The Extended Theory Of Planned Behavior, Sooyeon Choi

AMTP Proceedings 2023

Economic growth is being fueled by the widespread acceptance of cryptocurrencies in numerous industries. LOHAS (Lifestyle of Health and Sustainability) is a growing consumer group that is concerned with sustainability and well-being. They are early adopters who look for the most recent data and cutting-edge technologies. LOHAS consumers frequently embrace and test new products early than their relatives or friends. Despite the fact that LOHAS consumers tend to be tech-savvy, empirical studies that look at LOHASians' adoption of technology have, as far as the author is aware, never been done. In light of this, this study investigates the psychological processes …

Moderating Effects Of Likelihood To Use In-Store Technology In Grocery Stores: Perceived Value Of Retailtainment, Adesegun Oyedele, Fuat Firat, Monica Hernandez, Emily Goenner Munson

Marketing Faculty Publications

The purpose of this study is the assessment of the moderating effects of consumers’ likelihood to use instore technologies on the relationship between retailtainment value and satisfaction with retailtainment in physical grocery stores. A questionnaire designed to test our model was administered to 332 undergraduate students. The data were analyzed using AMOS-SEM. The results show that perceived benefit, enjoyment, and unique values of retailtainment were significant in explicating satisfaction with retailtainment. Regarding the interaction effects of likelihood to use instore technology, the results reveal the positive relationship between human interactivity-instore, benefits, and unique values, and the dependent variable satisfaction with …

Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen

Marketing Faculty Publications

Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the …

The Consumer Behavior Impact Of Data Capture Through Artificial Intelligence, Sally Emory Hiott

Doctor of Business Administration Dissertations

Artificial intelligence is changing the way consumers search for information and purchase items and, thus, how people behave across generations. Due to the nature of this cutting-edge technology, organizations are investigating how much to wisely invest, but the artificial intelligence offerings are outpacing the research. Academic scholars and marketing professionals have issued timely prompts for additional studies to supplement the existing literature, which is limited. This research provides insights into privacy concerns surrounding the data collection of artificial intelligence and whether people feel exploited or served by it. Across two articles, surveys were deployed and collected to provide quantitative data …

Sensory Marketing For Consumer Wellbeing, Josh Lundberg

Theses and Dissertations--Marketing and Supply Chain

Chapter 1. Many consumer decisions – from trying a new brand to trying a new recipe – involve some risk. However, although consumers’ appetite for risk has received over fifty years of investigation, the impact of situational variables (e.g., atmospherics) on consumer decision making involving risk remains relatively unexplored. To address this gap, the current work examines the influence of temperature, a ubiquitous situational influence, on consumers’ inclination toward risk. Across four studies, we find evidence for a positive relationship between temperature and risk taking, using multiple manipulations of temperature and measurements of risk. Evidence suggests that this effect is …

Learning From Mistakes: A Guide To Expanding The Oversight Board, Kevin Frazier

Catholic University Journal of Law and Technology

More than 4.4 billion people use social media. A few platforms attract a significant number of those users—for example, 2.9 billion people use Facebook, 2.3 billion use YouTube, and 1.2 billion use WeChat. How these major platforms govern themselves with respect to content moderation has an impact on billions of users and may lead to policy changes across other platforms that affect billions more. That is why it is so important to analyze Meta’s Oversight Board—an independent body created for the purpose of “promot[ing] free expression by making principled, independent decisions regarding content on Facebook and Instagram by issuing recommendations …

New Frontiers In Technology: Can Traditional Intellectual Property Rights Laws Be Adapted And Applied To Nfts?, Mariyah S. Wakhariya

Catholic University Journal of Law and Technology

A decade ago, ‘NFTs’ were rarely heard of or known to anyone, unless they worked in or kept up with the tech world. However, they are not new - they have been around for almost two decades. Their popularity has grown over the past few years. ‘NFT’ stands for ‘non-fungible token’. An NFT is a digital file with a unique identity that is verified on a blockchain and is therefore not interchangeable - i.e., a kind of crypto asset, like an authentication certificate for digital artifacts. In theory, NFTs can represent almost any real or intangible property. These days, it …

The Impact Of Private Equity Investment On The Market Performance Of Listed Companies On The A-Share Market In China, Mengyu Zhan, Sorasart Sukcharoensin

DLSU Business & Economics Review

This study aims to analyze all the Chinese Initial Public Offerings (IPOs) during 2010–2014 and follow their performance for five years. The study particularly tests the competing hypotheses on the role of Chinese private equity. The sample includes 916 firms that operate continuously for five years after IPOs to provide additional evidence on long-term performance. The results using the BHARs method indicate that private equity-backed IPOs tend to have significantly higher initial returns than non-PE-backed ones during three years of listing, supporting the screening and monitoring effect hypothesis in China’s capital market. After three years, the market performance of PE-backed …

The Search For Value For New England Skiers, Colin J. Liebert

Honors Theses and Capstones

No abstract provided.

Using Primates As A Flagship Species In Marketing Campaigns: Effects On Proenvironmental Attitudes And Behavioral Intentions, Taylor Barber

All Master's Theses

Shade coffee plantations grow coffee under a canopy of trees and provide alternative habitats for many bird and primate species, known as agroecosystems, particularly in Latin America. The aim of the current project was to better educate the public about shade plantations and the positive effects they can have on conservation for primates. In addition, marketing tactics such as the presence of a shade plantation certification label and howler monkey images were assessed for their effects on consumer purchasing intentions as well as participant support for biodiversity and sustainability. Participants were recruited through the Department of Psychology’s research system at …

Are Generational Attitudes Toward Digital Marketing Technology Exhibited In Automobile Purchase Behaviors?, Scott Whitaker

Doctor of Business Administration Dissertations

This dissertation was focused on the current digital purchasing trend in the used automotive industry in order to understand which factors impacted the growth of this trend through the lens of generational cohort theory. The growth of consumer informedness in the automotive sector has created drastic changes in how consumers are able, and willing, to purchase vehicles. Used car dealerships who adopt successful internet marketing techniques can capture and engage potential customers and then convert that engagement into sales. Companies like Carvana, Vroom, and CarMax have seized this opportunity and created a digital marketing phenomenon with major impacts on consumer …

2023-January-01-Dr. Richard Doc Sander Named Permanent Athletic Director At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

At a press conference earlier today, East Tennessee State University President Dr. Brian Noland named Dr. Richard “Doc” Sander as the university’s permanent director of Intercollegiate Athletics. Sander had been serving as interim athletic director (AD) since August of last year.

Sander has a long history and close relationship with the ETSU athletic department. He served as director of Intercollegiate Athletics once before, from 2013 to 2017. During that time, he helped create the university’s Global Sport Leadership program and later joined the program as a faculty member and program director. Moving forward, he will continue teaching in the program …

2023-January-01-Etsu Music Hosting Isotone, University Marketing And Communication, East Tennessee State University

ETSU News

make plans to attend the Isotone concert early next month.

The event is set for Monday, Feb. 6, at 7:30 p.m. in the East Tennessee State University Martin Center for the Arts.

“Isotone has a double meaning of importance to musicians and scientists. Isotone means a single tone. Isotone also refers to any of the nuclides that have the same number of neutrons but different numbers of protons,” said Dr. Sean Hawthorne, a cellist and assistant professor in the Department of Music at ETSU. “Come out for what will be an engaging and fun concert.”

Hawthorne will be joined by …

2023-January-01-Bucwire-Cessce- Making A Mark In The Field Of Sport Physiology And Performance, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – The Center of Excellence for Sport Science and Coach Education (CESSCE) at East Tennessee State University has achieved quite a bit of success lately in its numerous research, educational and service endeavors.

The Center, part of the Clemmer College at ETSU, aims to conduct and share cutting-edge research, provide service to various sports teams both at ETSU and beyond, and to increase the professional preparation of coaches.

It is heavily integrated with the master’s program in sport science and coach education and doctoral program in sport physiology and sport performance offered through the Department of Sport, Exercise, …

2023-January-01-Hargett Visits Etsu, Gives Award For Voter Registration, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Tennessee Secretary of State Tre Hargett was at East Tennessee State University Wednesday to congratulate the university for its efforts toward voter registration. 

Hargett presented ETSU with an award for work completed during National Voter’s Registration Month in September 2022. 

 “Congratulations to East Tennessee State University and all the students who worked diligently on social media and in-person to get their fellow students registered to vote,” said Hargett. “In Tennessee, your vote matters. I hope all the newly registered students become active participants in our elections and go vote.”

ETSU promotes civic engagement

ETSU celebrated National Voter …

2023-January-01-Etsu Experts Offer Tips To Deal With Winter Stress, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – For some, the start of winter signals the holidays, a time marked by celebration and joy. Yet for others, the gray days and long nights are a period highlighted by increases in stress, anxiety or depression. 

To help, professionals at the East Tennessee State University Counseling Center have provided a range of tips to get through the cold weather months. 

“Everyone is different,” said Cynthia Millhorn. “So, pick and choose what feels right for you and your personality and preferences.” 

Up and going  

Bundling up and getting outside is a great step toward better mental health. 

“Sunshine …

2023-January-01-Etsu Collects Second Fema Grant In Six Months, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY - East Tennessee State University has won an important Federal Emergency Management Agency grant, the second such award in the last six months. 

ETSU is the only university in the state to receive the FEMA grant, worth $160,000 and is part of the Building Resilient Infrastructure and Communities program. 

“We are thrilled to receive this honor,” said Dr. Andrew Joyner, an associate professor in the Department of Geosciences. “It means we can help improve the campus, making it an even safer place.”  

The funding allows ETSU to update its hazard mitigation plan. ETSU’s Geoinformatics and Disaster …

2023-January-01-Etsu's Reece Museum Hosting 'Southern Fiction', University Marketing And Communication, East Tennessee State University

ETSU News

p>JOHNSON CITY – “Southern Fiction,” an exhibition of photographs by East Tennessee State University photography professor Tema Stauffer, is now open to the public at the Reece Museum. The exhibition is on display through March 1. A reception will be held on Thursday, Feb. 2, from 5-7 p.m. The museum will also be open for special weekend hours on Saturday, Feb. 4, from 10 a.m.-3 p.m.

 

“Southern Fiction” explores the history of the American South using its literary tradition as a road map, focusing on environments that have shaped the imaginations of 20th century Southern writers during their …

Speed-Accuracy Tradeoffs In Decision Making: Perception Shifts And Goal Activation Bias Decision Thresholds, Jeff Larson, Guy Hawkins

Faculty Publications

A fundamental aspect of decision making is the speed-accuracy tradeoff (SAT): slower decisions tend to be more accurate, but because time is a scarce resource people prefer to conclude decisions more quickly. The current research adds to the SAT literature by documenting two previously unrecognized influences on the SAT: perception shifts and goal activation. Decision makers’ perceptions of what constitutes a fast or a slow decision, and what constitutes an accurate or inaccurate decision, are based on prior experience, and these perceptions influence decision speed. Similarly, previous experience in a decision context associates the context with a particular decision goal. …