Marketing Commons^™

The Association Between Food Benefit Online Ordering And Redemptions: Evidence From The Special Supplemental Nutrition Program For Women, Infants, And Children, Junzhou Zhang, Chuanyi Tang, Kayoung Park, Qi Zhang

Department of Marketing Faculty Scholarship and Creative Works

Objective:

To examine how the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) online food benefit ordering could influence WIC benefit redemptions.

Design:

A cross-sectional study. We compare the average redemption rates between online ordering early adopters and non-adopters among WIC customers before and after implementing WIC online ordering. A propensity score-weighted difference-in-difference model was used to estimate the coefficients.

Setting:

The Oklahoma WIC programme and a grocery store chain in Oklahoma.

Participants:

12743 Oklahoma WIC households that had redeemed their food benefits at the grocery store chain in 2020.

Results:

WIC online ordering significantly positively affected redemption …

Textbooks: Required, Alternatives, Hybrid, Or Disappearance, William Saunders, Carlton Perkins, Michara Delaney-Fields

Southwestern Business Administration Journal

The conversations around transformational changes in higher education are centered around a myriad of issues. Technology, the lasting effects of the pandemic, student satisfaction and readiness for future employment requirements are a few of the leading concerns. However, one subject that is not receiving enough attention is the growing resistance and hesitation among college students to purchase textbooks. Although the movement has not reached the status of a full-blown protest or outright refusal, there is enough attention being brought to the subject that educators may want to be prepared for an eventual change. The need and requirement for textbooks in …

The Psychology Of Sharing Experiences, Hyebin Kim

Olin Business School Graduate Student Theses and Dissertations

From dinners with family to parties with friends, consumers frequently spend time with and share experiences with other people. Sharing consumption with other people can uniquely shape people’s decisions and experiences, often in ways that differ from when individuals are on their own. In my research, I examine what kinds of experiences consumers like to share with other people, and how being the one who organizes gatherings for other people influences consumers’ decisions and experiences during shared consumption. In Chapter One, “When Sharing Experiences with Others, People Prefer Novel Experiences,” I examine how the social context of an experience, in …

Ddx219.2 Social Media Content Creation Example 6, Sae University College

Exemplars

This project involved creating a cohesive suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined earlier. Additionally, the student demonstrated strong collaborative skills by providing thoughtful, constructive feedback to peers, reflecting both creative and professional growth.

Ddx219.2 Social Media Content Creation Example 7, Sae University College

Exemplars

This project involved creating a suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined on Project 1.

Ddx219.2 Social Media Content Creation Example 4, Sae University College

Exemplars

This project involved creating a cohesive suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined earlier. Additionally, the student demonstrated strong collaborative skills by providing thoughtful, constructive feedback to peers, reflecting both creative and professional growth.

Ddx219.2 Social Media Content Creation Example 5, Sae University College

Exemplars

This project involved creating a cohesive suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined earlier. Additionally, the student demonstrated strong collaborative skills by providing thoughtful, constructive feedback to peers, reflecting both creative and professional growth.

Investigating Techonomy: The Multilevel Effect Of R&D Investment On Economic Performance, Rae Yule Kim

Department of Marketing Faculty Scholarship and Creative Works

We live in an era where research and development (R&D) innovation shapes the future of humanity. However, mixed results regarding the return on investment in R&D, as measured by national-level indicators, often leave policymakers uncertain about the long-term benefits of such investments. Ideally, R&D investments should yield returns by influencing key economic indicators. This study explores the multilevel effects of R&D investment on national economic performance, focusing on its secondary impacts on stock market valuation, industry value added, and patent activity, with attention to country characteristics such as technological advancement. In general, R&D investment is positively associated with GDP. For …

Service With A Smile Or Salesperson Mirroring? Understanding The Flow Of Emotional Contagion In Sales Encounters, Vinh Quoc Trong Luong

Theses and Dissertations in Business Administration

This study examines the directionality of emotional contagion in sales interactions, addressing a critical gap in understanding whether emotions flow primarily from the salesperson to the customer, from the customer to the salesperson, or bidirectionally. While prior research emphasizes customer-driven emotional flow or bidirectional alignment, this study challenges these assumptions by employing categorical Cross-Recurrence Quantification Analysis (CRQA) to assess temporal emotional synchronization in sales dialogues. Leveraging automated sentiment analysis and multi-agent AI evaluation for performance metrics, the research analyzes 166 sales interactions to quantify emotional influence dynamics. Results reveal that salespeople predominantly lead emotional exchanges, exhibiting stronger and more stable …

Two Essays On The Role Of Anthropomorphism In Consumer Behavior, Faegheh (Faa) Taheran

Theses and Dissertations in Business Administration

The first essay of this dissertation investigates the contradictory findings on the relationship between anthropomorphism and self-control by focusing on how everyday anthropomorphized objects, rather than the products being used for consumption, influence consumer behavior. While previous studies have shown that using anthropomorphized products may decrease consumers’ self-control, this paper examines how unrelated [to consumption] anthropomorphized objects in a consumer’s environment—such as a water bottle with a humanlike face—can evoke a sense of social presence, increasing consumers’ perceptions that they are being negatively evaluated. Drawing on mind perception theory, I propose that this fear of negative evaluation can enhance self-control. …

Loyal By Nature: How Uncertainty Avoidance Shapes Dispositional Brand Loyalty, Khondoker Sayeed Hossain

Theses and Dissertations

Loyal consumers are prized assets for brands, as even minor improvements in customer retention can lead to significant increases in company profits. Most research has examined brand loyalty as a brand-specific concept and explored what brands can do to develop loyal consumers, overlooking the role of individual-level psychological and cultural factors.

This dissertation aims to address this gap by examining brand loyalty as a personality disposition and investigating its relationship with cultural values. Drawing on the extensive body of research linking culture to consumer judgments and decisions, the central hypothesis proposes that cultural values, particularly uncertainty avoidance, systematically influence individuals' …

2025 August, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2025.

What Values Best Distinguish The World's Cultures? The Machine Learning-Based Cultural Values Inventory, Abhishek Sheetal, Shilpa Madan, Rui Ling Lee, Krishna Savani

Research Collection Lee Kong Chian School Of Business

Scientists studying culture typically focus on a small number of theoretical constructs, such as individualism–collectivism, when seeking to explain cultural differences in psychological tendencies and behaviors. However, existing theories of culture could have missed out on important constructs that are useful for explaining cross-cultural differences. We used an abductive approach combining prediction and explanation to uncover important cultural values. In the prediction phase, based on 594 attitudes, values, and beliefs included in the World Values Survey, a neural network could classify respondents’ nationalities with 90% accuracy in out-of-sample data. In the explanation phase, a feature importance analysis identified the values …

Unveiling The Marketing Tactics Of Indonesian Fundamentalist Group: A Delphi Method Analysis, Arindra Khrisna Karamoy, Adrianus Meliala

Journal of Strategic and Global Studies

This study investigated whether Indonesian fundamentalist group utilizes marketing principles for recruitment. The research employed a Delphi method, gathering expert consensus from marketing, communication, and visual communication fields to assess the group's use of marketing strategies in attracting sympathizers and disseminating their ideology. The first round demonstrated complete agreement on the use of marketing principles. The second round revealed some disagreement regarding the classification of mosques as distribution channels, suggesting a nuanced application focusing more on promotion than traditional marketing models. The findings highlight sophisticated marketing techniques used by this group, emphasizing the need for further investigation into how such …

Halal Labeling And Purchase Intentions: Insights From Gen-Z And Millennial Muslims Purchasing Imported Korean Foods, Muhammad J. Pratama, Imam Salehudin

International Journal of Islamic Economics and Business Sustainability

Purpose: This study examines the impact of halal labeling on the purchase intent of Korean food (K-food) imports among Indonesian Muslim millennials. It also explores how halal certification origins—Indonesian Ulama Council (MUI) vs. Korean Muslim Federation (KMF)—affect consumer perceptions and purchase decisions.

Design/methodology/approach: Using a sample of 370 respondents aged 18–42 who purchased K-food in the past year, this study employed Multi-Group Structural Equation Modeling (MG-SEM). Respondents were randomly assigned to groups exposed to different halal labeling stimuli to assess their impact on trust, brand attitude, and purchase intent.

Findings: Halal literacy and religious beliefs shape K-food purchases, mediated by …

From Farm To Table: Chefs’ Perspectives On Managing Local Food Procurement, Nick E. Johnston

Journal of the North American Management Society

This study examines the role of chefs in procuring locally sourced food and the challenges they face in managing this process within the foodservice industry. Through qualitative interviews with seven executive-level chefs from diverse foodservice operations in West Texas, the research explores their decision-making processes, attitudes toward local sourcing, and the logistical hurdles involved. Findings highlight that while chefs are highly motivated to use local products due to quality and sustainability benefits, they face significant challenges such as limited availability, inconsistent supplier networks, and distribution inefficiencies. Additionally, concerns about managing the cost and quality of local ingredients were prevalent, especially …

Reviving The Lost Art: Historical Foundations And Future Pathways For Bespoke Service In Luxury Retail, Andrew Burnstine

Faculty and Staff Publications & Presentations

The mid-20th century witnessed a zenith of deeply personalized, bespoke service within iconic luxury specialty retailers. This paper critically analyzes the foundational principles of this historical bespoke service model, extending Service-Dominant (S-D) Logic and retail evolution theory, to propose a robust framework for its modern revival. Employing a rigorous qualitative, multiple-case study approach, grounded in extensive historical and media analysis of four archetypal American and British luxury boutiques, and uniquely informed by an insider-ethnographic perspective on the central case exemplar ("Martha's"), the study distills six core principles: Profound Client Knowledge, Visionary Curation & Styling, Anticipatory & Proactive Service, The Exclusive …

Mapping The Literature On Short-Selling In Financial Markets: A Lexicometric Analysis, Nitika Sharma, Sridhar Manohar, Bruce A. Huhmann, Yam B. Limbu

Department of Marketing Faculty Scholarship and Creative Works

This study provides a comprehensive assessment and synthesis of the literature on short-selling. It performs a lexicometric analysis, providing a quantitative review of 1093 peer-reviewed journal articles to identify and illustrate the main themes in short-selling research. Almost half the published literature on short-selling is thematically clustered around portfolio management techniques. Other key themes involve short-selling as it relates to risk management, strategic management, and market irregularities. Descending hierarchical classification examines the overall structure of the textual corpus of the short-selling literature and the relationships between its key terms. Similarity analysis reveals that the short-selling literature is highly concentrated, with …

Project Go, Project Grow: Increasing Participation In Environmental Education, Elizabeth Mettin

Strategic Communication Master of Arts Thesis Projects

Project Get Outdoors, LLC, or Project GO, is a non-profit organization based in Wabasha, Minnesota. The organization’s mission is to provide outdoor experiences that develop healthy kids, particularly for underprivileged and marginalized youth. They do this through training and supporting Southeastern Minnesota community organization leaders and volunteers. Project GO provides three types of outdoor training including Early Childhood Training, Traditional Leadership Training, and Minnesota Master Naturalist Training. The organization has served over 500 adults and 50,000 youth in its 20 years of operation. This project uses research and analysis to uncover strategic and creative solutions to address how Project GO …

The Influence Of "Ifbb Pro" Designation On Consumer Decision-Making In Online Personal Training Services: An Experimental Investigation, Zehua Hei, Alan Morse

Global Sport Business Journal

The recent rising health awareness, social media occurrence, and digital access to fitness services promote the growth of online personal training. Drawing upon signaling theory, a recent rising group of trainers, “IFBB Pro” athletes, who are perceived as elite bodybuilders, often signal a high level of expertise and competency in fitness training. With content marketing as the background, posted content plays a key role in this process as social media platforms become increasingly popular for fitness professionals to market their personal training services and attract clients. However, scarce research exists to investigate how this designation influences consumer perceptions and purchase …