Marketing Commons^™

The Evolution Of Gift Cards In Secondary Markets And Money Services, Scott Denning, Ralph E. Mckinney Jr.

Management Information Systems Faculty Research

This paper reviews gift cards and the regulations associated with these instruments in financial transactions. One important consideration of gift cards involves secondary markets and money services business. While the accounting of gift cards by retailers is easy when they are redeemed, gift cards become problematic when breakage (non-redemption) occurs. In addition to large organized exchanges for gift cards, many prospective sellers and buyers have turned to non-mainstream dealers to handle situations relating to the non-redemption of the gift card. This has caused gift cards to become an increasingly important player in the secondary market. Another important observation with these …

Managing The Tensions At The Intersection Of The Triple Bottom Line: A Paradox Theory Approach To Sustainability Management, Lucie K. Ozanne, Marcus Phipps, Todd Weaver, Michal Carrington, Michael Luchs, Jesse Callin, Shipra Gupta, Nicholas J. C. Santos, Kristin Scott, Jerome Williams

Marketing Faculty Research and Publications

Corporate sustainability management encompasses multiple dimensions: environmental, social, and economic. Companies are increasingly evaluated within the public sphere, and within their own organizations, according to the degree to which they are perceived to simultaneously promote this nexus of virtues. This article seeks to explore the tensions frequently faced by organizations that strive to manage these dimensions and the role of public policy in that pursuit. A multiple–case study approach is utilized in which the authors selected case organizations according to whether they were attempting to manage the three dimensions of sustainability. The authors utilize paradox theory and a typology provided …

2016-October-01-Fowlis Performance, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-October-01-Con Hires Webb, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Influence Of Consumer Freeloading Behavior On An Observer's And Perpetrator's Affective Commitment, Mohamad A. Darrat

Doctoral Dissertations

The dissertation explores the relationship between customer affective commitment and freeloading behavior. Consumer freeloading results when a consumer takes advantage of a system or market procedures in a way that allows him or her to obtain benefits from a value proposition with no or reduced monetary costs. Thus, the freeloading consumer works the value equation in his/her favor at the expense of the marketer and/or other consumers. In addition to examining the point of view of the consumer performing the unethical behavior, the dissertation also examines the impact of such behavior on a third party observer. How do loyal consumers …

Examining Consumers' Cognitive And Behavioral Responses To Belief Disconfirmation, Aadel A. Darrat

Doctoral Dissertations

This study explores possible reasons for why consumers persist in their beliefs despite being exposed to substantial disconfirming evidence. The theory of cognitive dissonance (Festinger 1957) provides an important foundation for the pervasiveness of the confirmation bias and belief perseverance. Four main research paradigms of cognitive dissonance theory are discussed: free choice, induced or forced compliance, belief disconfirmation, and hypocrisy. Confirmation bias and belief perseverance are positioned in the belief disconfirmation paradigm.

Confirmation bias refers to the general tendency to readily accept evidence that supports one's beliefs and to reject or avoid evidence that goes against such beliefs. Belief perseverance, …

2016 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2016.

Reducing Uncertainty By Increasing It: How Inducing Uncertainty In Uncertainty Appraisals Of Reviewer Trustworthiness Attenuates Bias Correction And Product Devaluation, Christilene Du Plessis, Andrew Stephen, Yakov Bart, Dilney Goncalves

Research Collection Lee Kong Chian School Of Business

A field study and two experiments show that when elaboration makes consumers doubt the validity of their doubt, uncertainty is deemed incidental in judgment formation and product devaluation does not occur. However, when elaboration confirms the validity of their doubt, uncertainty is deemed integral in judgment formation and devaluation occurs.

2016-October-01-Faculty/Staff Activities, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Professor Walks Into A Bar: Using Humor And Q-Score To Determine Instructor And Department Appeal, Alexander Milovic, Rebecca Dingus, Nina Krey

Marketing Faculty Research and Publications

Building on existing research on humor in the classroom, the authors propose a research design that examines the effect of humor on a professor's effectiveness in the classroom. The concept of Q-Score is applied to academia, which is a popular rating used by advertisers to measure source attractiveness and determine celebrity appeal. Several factors leading to teaching effectiveness and “favorite prof” status are explored in addition to overall effects of humor in the classroom. This study combines evaluations from popular student-viewed websites, student evaluations, and a Humor Orientation scale. An awareness and application of this metric can assist professors in …

2016-October-01-Overcoming Adverse Events, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-October-01-Etsu Response: Matthew, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-October-01-Paul Taylor 2, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Exploring The Use Of Twitter Opinion Mining (Tom) In Marketing Courses, Cuauhtémoc Luna-Nevarez

WCBT Faculty Publications

This paper discusses the use of social media mining (and more specifically, Twitter opinion mining) in marketing courses in order to help students understand current marketing events or phenomena. Social media mining refers to “the use of basic concepts and principal algorithms suitable for investigating massive social media data; it discusses theories and methodologies from different disciplines and encompasses the tools to formally represent, measure, model, and mine meaningful patterns from large-scale social media data” (Zafarani et al. 2014, p. 16). Social media sites such as Facebook, Twitter and Instagram provide opportunities to explore consumer preferences, opinions and behaviors through …

Apps For Enhancing Student Engagement And Learning, Chrissann Ruehle, Mary Martin, Cuauhtémoc Luna-Nevarez, Nick Barnes

WCBT Faculty Publications

Individuals in todays on the go society frequently rely on mobile devices and apps to manage their daily business. Common uses for apps include entertainment, online banking, travel planning and ecommerce in addition to a host of other activities. Factoring in the proliferation of mobile devices, marketing educators are searching for innovative tools and techniques to boost student engagement through the use of apps. The purpose of this paper is to outline a framework for integrating apps into the curriculum as well as provide specific examples that educators can utilize to strengthen engagement and learning.

Customer Acquisition And Retention Spending: An Analytical Model And Empirical Investigation In Wireless Telecommunications Markets, Sungwook Min, Xubing Zhang, Namwoon Kim, Rajendra K. Srivastava

Research Collection Lee Kong Chian School Of Business

Strategic resource allocation in growth markets is always a challenging task. This is especially true when it comes to determining the level of investments and expenditures for customer acquisition and retention in competitive and dynamic market environments. This study develops an analytical model to examine firms' investments in customer acquisition and retention for a new service; it develops hypotheses drawing on analytical findings and tests them with firm-level operating data of wireless telecommunications markets from 41 countries during 1999-2007. The empirical investigation shows that a firm's acquisition cost per customer is more sensitive to market position and competition than retention …

Plastic Fantastic: The Fiberglass Boatbuilding Industry In Holland, Michigan, Geoffrey D. Reynolds

Faculty Publications

Plastic Fantastic: The Fiberglass Boatbuilding Industry in Holland, Michigan is a chapter concerning the use of fiberglass reinforced plastic (FRP) to build boats starting in the 1940s. In the 1950s boat builders discovered that fiberglass would allow them to design boats that would lead to new boat sales and increased profit margins for years to come. This technology steadily spread throughout American boat manufacturing plants, including Holland, Michigan, placing the town among the leaders in the industry.

How To Revive Beauty Subscription Boxes In Asia, Shilpa Madan

Research Collection Lee Kong Chian School Of Business

After being acquired by consumer goods behemoth Unilever for a whopping $1 billion, Dollar Shave Club became the indisputable poster child of the subscription economy era. So will the next Dollar Shave Club come from Asia?

2016-September-30-Stop Kiss, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-September-29-Dr. Richard Rhoda, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.