Consumer’S Acceptance Of In-Store Retail Ai Powered Technology: Use Of Digital Tools And New Product Trial,
2026
Savannah State University
Consumer’S Acceptance Of In-Store Retail Ai Powered Technology: Use Of Digital Tools And New Product Trial, Dale A. Cake, Wooyang Kim
AMTP Proceedings 2026
This study examines consumer acceptance of in-store AI-powered retail technologies and their influence on digital tool usage and new product trial in grocery shopping. As retailers increasingly deploy personalized, AI-enabled tools such as kiosks, mobile prompts, digital displays, QR codes, shopping assistants, and augmented reality, consumer trust, privacy concerns, and perceived usefulness may shape adoption. Building on technology acceptance and response models, this research extends prior work by testing how technology readiness, innovativeness, optimism, insecurity, and customization affect acceptance of in-store AI tools. It also explores whether these technologies encourage trial of new products and increase purchase intention. Using an …
Marketing Mindsets Abroad: A Longitudinal Qualitative Study Of Reflective Learning, Brand Meaning-Making, And Career Readiness In An Oxford-Based Study Abroad Program,
2026
Bemidji State University
Marketing Mindsets Abroad: A Longitudinal Qualitative Study Of Reflective Learning, Brand Meaning-Making, And Career Readiness In An Oxford-Based Study Abroad Program, Kari Wood, Kelly La Venture
AMTP Proceedings 2026
Marketing education faces a persistent transfer challenge; students may master concepts yet struggle to apply them in judgment, ethics, and persuasive communication in ambiguous contexts. This study reports early findings from a longitudinal qualitative case study of EuroSpring, an Oxford-based study abroad program that integrates cultural heritage learning with progressively stronger marketing experiences. Data include weekly reflections and course artifacts from two cohorts: 2024 (n = 15; heritage emphasis) and 2025 (n = 13; marketing-integrated commerce experiences including Harrods, Cadbury World, Borough Market, and an Indian Motorcycle heritage brand experience at Krazy Horse). Using reflexive thematic analysis, students framed place …
Selling The Self: Personal Branding And Impression Management On Linkedin,
2026
Coastal Carolina University
Selling The Self: Personal Branding And Impression Management On Linkedin, Matthew A. Gilbert
AMTP Proceedings 2026
Drawing on Erving Goffman's self-presentation theory, this study examines how professionals construct personal brands on LinkedIn through strategic identity performance. Using qualitative content analysis, the research analyzes 250 publicly available posts from 50 professionals across five occupational categories. The analysis employs deductive coding guided by Goffman's concepts of front-stage performance and impression management, examining visual elements, linguistic strategies, content themes, and engagement tactics. Data is analyzed using NVivo software. This study contributes to marketing theory by conceptualizing personal branding as both a communication practice and economic behavior, illuminating how professionals balance authenticity, visibility, and strategic positioning on career-focused platforms where …
Promoting Inclusive Tourism Via Metaverse,
2026
Trinity University
Promoting Inclusive Tourism Via Metaverse, Shivam Agarwal
AMTP Proceedings 2026
This research explores how metaverse-based virtual tourism can be leveraged to promote inclusive tourism and enhance place branding. Drawing on emerging literature in virtual experiences and destination marketing, the study examines how immersive environments enable tourism marketers to project inclusive destination identities. In metaverse settings, users engage through customizable avatars, allowing for representation of diverse identities and accessible experiences for vulnerable populations, including older adults, individuals with disabilities, and LGBTQ communities. We propose that inclusive cues embedded within virtual environments—such as diverse avatars and accessible design—enhance perceptions of destination inclusivity, which in turn increase motivation to visit the physical destination. …
Consumer Willingness To Pay In The Metaverse: A Case Of Digital Vs Phygital,
2026
Trinity University
Consumer Willingness To Pay In The Metaverse: A Case Of Digital Vs Phygital, Shivam Agarwal, Jaehoon Lee, Umair Usman
AMTP Proceedings 2026
This research examines how brand strategy influences consumer willingness to pay for digital fashion in the Metaverse, focusing on differences between digital-only and physical-first (phygital) brands. Grounded in the Theory of Consumption Values, the study investigates the role of emotional value in shaping consumer behavior. Across five experimental studies (N > 800), results consistently show that consumers exhibit higher willingness to pay for phygital brands compared to digital-only brands. This effect is driven by enhanced emotional value, as phygital offerings connect virtual consumption with consumers’ real-world self-concept, increasing perceived authenticity. Mediation analyses confirm emotional value as a key underlying mechanism. Furthermore, …
Consumer Protest In A Hyperconnected World,
2026
Clemson University
Consumer Protest In A Hyperconnected World, Cara Lewis Levin, T. Andrew Poehlman, Angeline Scheinbaum
AMTP Proceedings 2026
Consumer protest in various forms—boycotts, negative word-of-mouth, brand sabotage—has largely been theorized within an “old” broadcast model of marketing, where firms spoke one-to-many and controlled most brand-related discourse. In contrast, today’s “hyperconnected” model embeds brands in dense human–technology networks, where social media, microtargeting, and always-on feeds shape how brands enter people’s lives and how protest unfolds. This paper argues that the informational substrate shift from broadcast to hyperconnectivity requires a fundamental rethinking of consumer protest. We first contrast the broadcast and hyperconnected models, then outline hyperconnectivity’s implications at the firm, consumer, and societal levels. We then revisit canonical constructs (e.g., …
A Case Study On Building Core Curriculum With Purpose And Perspective,
2026
Ball State University
A Case Study On Building Core Curriculum With Purpose And Perspective, Christopher A. Wilkey, Austin Hostetter
AMTP Proceedings 2026
Business schools face pressure to deliver career-ready, ethically grounded graduates. This interpretive case study examines a Midwestern university's two-year redesign of its business core curriculum. Using interviews with nine task-force members and three external stakeholders, reflexive memos, and review of meeting notes, draft proposals, curriculum maps, and stakeholder communications, we trace how collaboration and strategic planning shaped key choices. Findings highlight three design moves: making professional selling a required competency, introducing a sustainability-focused "Beneficence in Business" course aligned with institutional mission, and creating a problem-solving course that emphasizes critical thinking and growth mindset. External signals (enrollment shifts, employer feedback, and …
Ai-Based Multi-Dimensional Coding Of Cancel Culture: Opportunities And Limits Of Llm-Based Categorization,
2026
Clemson University
Ai-Based Multi-Dimensional Coding Of Cancel Culture: Opportunities And Limits Of Llm-Based Categorization, Sairah Abraham, T. Andrew Poehlman
AMTP Proceedings 2026
Large-scale qualitative coding is a bottleneck in marketing research, especially for complex, multi-level phenomena like corporate cancel culture. This paper uses over 100 well-known cancellation events as a testbed to evaluate whether GPT can act as a reliable, low-cost “independent rater” for rich categorical schemes. We develop a multi-dimensional coding framework (trigger locus, controversy source, social issue, moral foundation, and target level) and implement a staged GPT pipeline: zero-shot prompts benchmarked against human “gold standard” coders, scaled to larger samples, then extended with few-shot prompting and fine-tuning for harder constructs such as moral foundations. We compare GPT variants and roles, …
The Acquisition, Consumption, And Disposal Of Clothing: A Qualitative Analysis,
2026
East Carolina University
The Acquisition, Consumption, And Disposal Of Clothing: A Qualitative Analysis, Omar H. Alqudsi, Trang Phuc Tran
AMTP Proceedings 2026
Using 22 semi-structured interviews on apparel acquisition, use, and disposal, we find that practical value dominates choice while identity cues matter at the margin. Price and comfort consistently outrank brand and trend. Disposal is purposeful: donation is favored when garments retain utility, with resale and recycling rising alongside sustainability awareness. Consumers often justify purchases as extensions of self yet report lower satisfaction when items lack durability or clear ethical provenance. These patterns align with utilitarian value frameworks and signal clear levers for marketers: durable basics, transparent sourcing, and simple channels for responsible end of life. Overall, everyday clothing decisions follow …
From New Orleans To Orléans: How Perceived Connections Shape Destination Image,
2026
University of West Florida
From New Orleans To Orléans: How Perceived Connections Shape Destination Image, Hilmi A. Atadil, Helena F. Allman, Erol Pala, Qiulin Lu, Alison J. Green, Felicia N. Morgan
AMTP Proceedings 2026
Have you ever enjoyed a dish so much that it sparked an interest in experiencing the place where it was originally created? Culinary encounters may spark interest in distant destinations, but broader cultural, historical, and symbolic meanings often drive this interest through perceived connections. For example, exposure to French-influenced cuisine in New Orleans may draw individuals to France, driven not only by culinary authenticity but also by historical ties to Orléans. Grounded in social exchange theory, this study pursues two objectives: (1) to examine the underlying dimensions of perceived connections between destinations, and (2) to assess how these dimensions influence …
A Parsimonious Model Of Social Crm And Reciprocal Social Media Behaviors Among Colombian Consumers,
2026
University of Toledo
A Parsimonious Model Of Social Crm And Reciprocal Social Media Behaviors Among Colombian Consumers, Ainsworth Anthony Bailey Phd, Carolyn M. Bonifield Phd, Juliana Villegas Phd, Alejandro Arias Phd
AMTP Proceedings 2026
The current study explored Colombian consumers interactions and engagement with marketers on social media and the outcome of those interactions and engagement. In particular, the study explored the impact of marketers' support for social media interactions on perceived social customer relationship marketing (SCRM) commitment and consumer satisfaction, as well as their impact on eWOM and consumer social media engagement. The study's model had social exchange theory, commitment-trust theory of relationship marketing, and the S-O-R framework as theoretical underpinnings. Data to test the model's nine (9) hypotheses were collected by survey from among Colombian consumers. Analysis showed support for eight of …
The Psychology Of Acquisition, Consumption, And Disposition Of Clothing Among Consumers,
2026
East Carolina University
The Psychology Of Acquisition, Consumption, And Disposition Of Clothing Among Consumers, Kamila Muratkyzy Buckle, Trang Phuc Tran
AMTP Proceedings 2026
This qualitative analysis investigates consumer behavior in the clothing industry, highlighting the importance of qualitative data in informing retail strategies and gaining a deeper understanding of the complex motivations and emotional connections consumers maintain with fashion brands. The analysis explores a variety of values that impact clothing acquisition, including affordability, quality, and ethical considerations, while investigating the influence of social media on consumer brand loyalty and purchase motivations. Through focus groups, interviews, and social media analysis, this research project emphasizes how retail brands can implement consumer insight to improve engagement. The results enrich the understanding of consumer behavior and provide …
Fashion, Function, And Identity: Generation Z College Students’ Athletic Merchandise Preferences,
2026
University of Tennessee, Knoxville
Fashion, Function, And Identity: Generation Z College Students’ Athletic Merchandise Preferences, Michelle L. Childs, Robin Hardin
AMTP Proceedings 2026
Generation Z consumers use apparel to communicate both group affiliation and individuality, yet limited research has examined whether preferences for university athletic merchandise differ by gender. This study investigates how Generation Z college students evaluate official branding, fashion, and uniqueness in athletic apparel. Survey data were collected from 777 students at a large NCAA Division I university. Exploratory factor analysis identified three reliable dimensions: official merchandise style, fashion, and uniqueness. ANOVA results indicated no significant gender differences in preferences for official merchandise or uniqueness. However, male students reported significantly stronger interest in fashionable and trend-forward merchandise than female students, challenging …
Experiential Learning In Marketing Education: Student Reflections In A Client Based Project,
2026
Western Illinois University
Experiential Learning In Marketing Education: Student Reflections In A Client Based Project, Samit Chakravorti
AMTP Proceedings 2026
This paper explores student experience with a client based project in an upper division marketing class and its impact on development of work readiness skills, learning and satisfaction with the course. The client was a local small business food cooperative. Student reflection papers submitted at the end of the project were content analyzed based on preset categories to understand the impact of the project on the outcome variables. Analysis shows that for most students the project was interesting, relevant but challenging, increased their satisfaction and enjoyment of the course, and positively impacted learning of profession specific and foundational work ready …
Skincare Influencer’S Effects On Skincare Consumers’ Perceptions On Tiktok Shop,
2026
Georgia Southern University
Skincare Influencer’S Effects On Skincare Consumers’ Perceptions On Tiktok Shop, Abigail Choi
AMTP Proceedings 2026
This study examined how TikTok influencers affect skincare consumers’ perceptions of TikTok Shop advertisements, focusing on the presence of a skincare irritation warning and a TikTok Shop link. It analyzed their effects on purchase intention, credibility, confidence, and likelihood of recommendation. 194 female participants aged 18–30 were recruited through CloudResearch and surveyed via Qualtrics. Each participant was randomly assigned to one of four TikTok-style skincare advertisements that featured the same product but varied by the presence of a TikTok Shop link and/or a skincare irritation warning. Results showed that the advertisement without a TikTok Shop link but with a skincare …
The Impact Of Temporal Location On Persuasiveness,
2026
Drexel University
The Impact Of Temporal Location On Persuasiveness, Ruiqi Dong, Yanliu Huang
AMTP Proceedings 2026
Driven by the popularity of online shopping and social media platforms, consumers’ purchase decisions are significantly influenced by reviews from other consumers. When sharing product experiences, reviewers may focus on the past or the future. However, it remains unclear how the temporal focus of reviews affects their persuasiveness. In this research, we propose that consumers are more likely to be persuaded by past-focused (vs. future-focused) reviews. This effect is explained by perceived expertise. Four studies provide convergent evidence supporting our hypotheses. This research contributes to the literature on word-of-mouth, consumer expertise, and temporal framing.
Influencer Effect? An Examination Of Dunkin’ And Tarte’S Use Of Influencers,
2026
Marist University
Influencer Effect? An Examination Of Dunkin’ And Tarte’S Use Of Influencers, Amanda D. Damiano Ph.D., Wenjing Xie Ph.D.
AMTP Proceedings 2026
The purpose of this project was to understand public perceptions of brands using influencers. The brands Dunkin’ and Tarte Cosmetics served as case studies for this study. A mixed-methods approach was undertaken. Specifically, social media listening in the form of a content analysis was conducted. That was then followed by an online survey of students from a medium-sized university in the northeast. A number of factors were measured related to participants’ stated brand and influencer effectiveness on social media in general, as well as specific to Dunkin’ and Tarte. Additionally, participant demographic factors were measured in accordance with their stated …
What Graduates See And What Employers Pay; Reconciling Salary Reporting And Total Compensation In Sales And Marketing,
2026
Elon University
What Graduates See And What Employers Pay; Reconciling Salary Reporting And Total Compensation In Sales And Marketing, John Ertel, George Talbert Jr.
AMTP Proceedings 2026
College students frequently rely on university career centers for salary information when evaluating early-career opportunities. In sales, however, reported compensation figures often reflect base pay only and exclude performance-based earnings such as commissions and bonuses. This study uses a single-university case study to examine whether university-reported salary data for sales roles accurately represents total compensation. Institutional career center reports and national salary projections were compared with insights from employers, sales professionals, and recent graduates. Findings indicate that performance-based compensation constitutes a substantial portion of total earnings in sales roles but is frequently omitted from reported figures, leading to systematic understatement …
Pet Foodies: Trait Extension From People To Pets,
2026
Coastal Carolina University
Pet Foodies: Trait Extension From People To Pets, Richard Flight, Cole Cline
AMTP Proceedings 2026
We propose and empirically examine a Pet Foodie trait—a measurable extension of human foodie identity into pet food consumption. Pet Foodies are theorized to show elevated enjoyment/interest, resource investment, and knowledge regarding pet nutrition and food features. Recognizing the accelerating humanization of pets, we examine whether Pet Foodies can be reliably assessed, how they relate to animal bonding and human foodie identity, and whether they respond differently to pet-food advertising.
Consumer Adoption Of Cultivated Meat: A Multi-Value Perspective Using Empirical And Synthetic Data,
2026
East Tennessee State University
Consumer Adoption Of Cultivated Meat: A Multi-Value Perspective Using Empirical And Synthetic Data, Wei Fu
AMTP Proceedings 2026
The global demand for meat is projected to rise by more than 70% by 2050, creating pressure on natural resources and worsening environmental challenges. Cultivated meat, produced by growing animal cells in controlled environments, offers a sustainable alternative to conventional livestock farming; however, consumers acceptance remains uncertain. This study applies the Theory of Consumption Values (Sheth, Newman, & Gross, 1991) to examine how multidimensional consumption values influence consumer’s sustainable evaluation of cultivated meat. Using both empirical survey data from U.S. consumers and a synthetic dataset generated with the same instrument, the results show that functional value (food quality), social value …
