Marketing Commons^™

Mcnair Research Journal - Summer 2015, Kelly Abuali, Starr Bailey, Krystal Courtney D. Belmonte, Brittaney Benson-Townsend, Jennifer Bolick, Mihaela A. Ciulei, Ashley Crisp, Daniel N. Erosa, Richard V. Foster, Gisele Braga Goertz, Michael A. Langhardt, Kara Osborne, Julienne Jochel Paraiso, Shawn M. Rosen, Bella V. Smith, Jeevake Attapattu, Ernesto H. Bedoy, Michael G. Curtis, Wanda Inthavong, Marielle Leo, Primrose Martin, Tamieka Meadows, Rosa Perez, Jessica Recarey, Shea Silver, Linda Tompkins

McNair Journal

Journal articles based on research conducted by undergraduate students in the McNair Scholars Program

Table of Contents

Biography of Dr. Ronald E. McNair

Statements:

Dr. Neal J. Smatresk, UNLV President

Dr. Juanita P. Fain, Vice President of Student Affairs

Dr. William W. Sullivan, Associate Vice President for Retention and Outreach

Mr. Keith Rogers, Deputy Executive Director of the Center for Academic Enrichment and Outreach

McNair Scholars Institute Staff

Heuristics And Consumer Uncertainty: Sorting Through Online Reviews, Cory Catalano

Communication & Leadership Dissertations and Theses

As shopping online continues to grow in popularity and convenience, so does the way consumers communicate information about products they have purchased. Most online retailers utilize some form of product review system (PRS) and customers are often encouraged to leave feedback about the product and their online shopping experience. Often a product can have radically polarizing reviews making it confusing for consumers. Using Berger’s and Calabrese’s Uncertainty Reduction Theory (URT) as well as Chaiken’s Heuristic-Systematic Model of Information Processing (HSM), this study looks to deduce what heuristic methods are the best for consumers who are looking to make informed decisions …

The Impact And Interaction Of Music Familiarity And Congruency On Responses To Advertisements, Michael Blecha

Undergraduate Honors Thesis Collection

Music is commonly used by marketers to enhance the effectiveness of ads. Research shows that music can make ads more memorable and shape a viewer's response to the ad. This study explores the impact of three music characteristics, its likability, its familiarity and its "fit" with the ad (referred to as congruency), on consumer response to an ad. I hypothesized that all three music characteristics would positively impact responses to an ad. Additionally, I hypothesized that there would be a significant interaction between music familiarity and congruency with subjects responding the most positively to an ad when the music was …

A Customer Choice Modeling Framework For Assortment Planning Of Configurable Products In Automotive Industry, Farah Dubaisi

Wayne State University Theses

Due to the increased competition in the auto industry, proliferation of the vehicle models and increased customer need for choice and customization, it has become more critical than ever to offer a variety of features and customization flexibility while at the same time restraining and, even better, cutting down the costs. Product complexity, in the automotive industry, can be measured by the size of the assortment offered, i.e., set of vehicle configurations a customer can choose from (e.g., for a given model of a brand). While complexity fosters growth with increased alignment of product characteristics and customer needs, it results …

International Management: Strategic Opportunities And Cultural Challenges, Paul B. Sweeney, Dean B. Mcfarlin

Management and Marketing Faculty Publications

As the economies of many countries become more interrelated, international managers are facing huge challenges and unique opportunities associated with their roles. Now in its fifth edition, Sweeney and McFarlin's International Management embodies a balanced and integrated approach to the subject, emphasizing the strategic opportunities available to firms on a global playing field, as well as exploring the challenges of managing an international workforce.

Integrating theory and practice across all chapter topics, this book helps students to learn, grasp, and apply the underlying principles of successful international management:

• Understanding the broad context of international business, including the critical trends impacting …

Procurement In Property And Construction - A Review Of Practises Under Taken By A Medium Size Contractor In Ireland, Charles Mitchell

Other Resources

3B Contracting Limited is a privately owned building and civil engineering firm on the east coast of Ireland. The company works predominately within the east Leinster region. The company falls into the category of being a small to medium size contracting company.

The procurement function is carried out by a number of small departments. Procurement is a key function for securing value for money and ensuring the successful continuation of the company.

Most projects tendered are done so using the traditional method of design-bid-build and as a result the subsequent sub-contract packages are secured in a similar manner. All plant …

“It Broadens Your View Of Being Basque”: Identity Through History, Branding And Cultural Policy, Nina M. Ray, John P. Bieter

Marketing Faculty Publications and Presentations

The purpose of the paper is to address what is the impact of the synthesis between Basque history, branding identity and Law 8/1994 on Basque identity in the homeland and Diaspora. Naturally occurring brands combine history, anthropology, sociology, and marketing to explain the phenomenon of communities defined by a sense of place. Focusing on both the Basque Country and Basques in Boise, Idaho as one case study, the authors discuss how the naturally occurring brand and cultural policy of the Basque people became formalized 20 years ago with Law 8/1994. The article addresses who the Basques are and how they …

Development Of A Fuzzy Linear Programming Model For Allocation Of Inoperability In Economic Sectors Due To Loss Of Natural Resource Inputs, Raymond R. Tan, Kathleen B. Aviso, Michael Angelo B. Promentilla, Krista Danielle S. Yu, Joost R. Santos

DLSU Business & Economics Review

The inoperability input-output model (IIM) has recently been proposed as an extension of conventional input-output analysis for assessing the vulnerability of interdependent infrastructures to various perturbations, such as natural disasters, industrial accidents, and deliberate attacks. The IIM framework makes use of a dimensionless risk metric called inoperability, which quantifies the degree of failure of a system on a scale ranging from 0 (normal state) to 1 (total failure). This inoperability is then assumed to propagate through any given industrial network after being induced by initial demand or supply-side perturbations. This work presents a fuzzy linear programming (FLP) model to allocate …

A Conceptual Framework For Estimating The Impact Of Climatic Uncertainty And Shocks On Land Use, Food Production, And Poverty In The Philippines, Caesar Cororaton, Arlene Inocencio, Anna Bella Siriban-Manalang, Marites Tiongco

DLSU Business & Economics Review

Wide variations in climatic conditions from prolonged dry season to frequent occurrence of super typhoons have significant impact on the Philippines, especially on rural poor households which depend heavily on agriculture and food production for subsistence and income. This paper provides a research framework that can be used to understand the dynamics between climate change and agriculture. The framework incorporates the effects of climate change on agricultural productivity, as well as the effects of agricultural activities and land use on climate change through the emission of greenhouse gasses. The framework uses three simulation models to analyse the impact of climate …

Trade Policy Implications On Food Security In Rice And Maize In Kenya And The Philippines, Chris Simon Sitienei Kipkorir, Marites Khanser

DLSU Business & Economics Review

The research is a study on trade policy implications on food security in rice and maize in Kenya and the Philippines. It covers, globalization as embodied by the East African Community and ASEAN region, trade and agricultural trade policies, agricultural development and factors of production regarding rice and maize. The purpose of the study is to determine implication of trade and trade policy model on food security, state of production and consumption on rice and maize. We also try to determine if there is no significant correlation between the factors of production concerning rice and maize. The study is a …

Breastfeeding In The Philippine Workplace: What’S Wrong With The Right?, Emily Sanchez Salcedo

DLSU Business & Economics Review

There are four main differences between the Philippine and American statutes that promote breastfeeding. First, the Philippine law provides that lactation breaks should be compensated while the American law explicitly stated that employers are under no such obligation. Second, the Philippine law provides for “culturally appropriate lactation care and services” whereas majority of American states exempt breastfeeding from public indecency laws. Third, the Philippine law makes a conclusive statement that breastfeeding “enhances mother-infant relationship”. The American law wisely left such matter to individual realization. Fourth, the Philippine law puts the right of a mother to breastfeed on equal footing with …

Dine In Or Out: Understanding The Budgeting And Eating Out Behavior Of De La Salle University Students, Ma. Luisa C. Delayco, Hazel T. Biana

DLSU Business & Economics Review

The preparation and consumption of one’s food is governed by choices, attitudes, behavior, and beliefs. In De La Salle University, a school surrounded by a variety of restaurants, students make these food choices every day. Understanding how these food decisions are made is noteworthy, as this paper seeks to comprehend the students’ budgeting and eating out behavior through the use of Fishbein and Ajzen’s Theory of Reasoned Action. The underlying variables of the budgeting and eating out behavior of students are used to explain the pattern of correlations within a set of observed variables. Through an administered survey and data …

Does Financial Cooperation Agreement Influence The Real Economy?: A Gmm Panel Data Approach On Asean+3 Countries, Md. Saifur Rahman, Mohamed Aslam, Wee-Yeap Lau, Farihana Shahari

DLSU Business & Economics Review

This study aims to investigate the influences and contributions of financial integration on real sectors in ASEAN+3 economies. It employs General Methods of Moment (GMM) technique and uses the proxies of financial integration and real economy from 1990 to 2012. The findings show that financial integration on real economy has positive effect, such as increasing government spending, reducing unemployment, and so forth. The finding has great implications for the regional economies. It is recommended that the policy makers improve the financial integration in order to develop the real economy.

Determinants Of Investor’S Subscription Level Of Ipos: Evidence From Indian Capital Market In Post Mandatory Ipo Grading Regime, Souvik Banerjee, K.T. Rangamani

DLSU Business & Economics Review

This research paper determines the factors that influence investor’s appetite for Graded Initial Public Offerings(IPOs) between 2007 and 2013, in the context of Indian capital market. Company specific factors related to pre-issue financial position, corporate governance, and post issue promoter holding, firm age at the time of the issue, reputation of the lead manager of the issue, reputation of the credit rating agency, IPO Grade, and also market sentiment related factors like change in the money supply, Foreign Institutional Investor’s (FII) inflow, Price to Earnings (PE) ratio of the market, and market return, are considered. Out of these factors, FII …

Beyond Instrumentalism: A Relational Approach To Negotiation, Marc-Charles Ingerson, Kristen Bell Detienne, Katie A. Liljenquist

Faculty Publications

Instrumentalism, the philosophy that rational people will behave in ways that promote self-interest, is often the default assumption that scholars and practitioners rely upon when interpreting and predicting human behavior in negotiations. Instrumentalism, however, need not be the only lens through which negotiators and negotiations are viewed. In this article, we discuss some of the problems associated with too heavy a reliance on instrumentalism and propose an alternative relational approach, one in which negotiators see themselves as agents embedded in a system of relationships, who are motivated to understand and advance the welfare of others. We discuss some of the …

More Than, Joslyn Maenner, Katie Knobbe, Joel Girouard, Desiree Botica, Molly Deaver, Alex Vasey, Ramon Diaz De Leon, Lucy Grant, Kyle Thompson, Adam Weisenberger

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

Exploring Consumers' Experiences With Corporate Greenwashing, Mark Emerson Wood

Walden Dissertations and Doctoral Studies

Greenwashing means the advertisement of goods and services that are alleged to be of benefit to the environment, and is a phenomenon that persists as an advertising tactic in corporate marketing. Research has found that consumers are distrustful of greenwashing, as many claims of eco-friendly products have been shown to be false. This crisis of confidence recalls scandals of the past decade related to insider trading, price fixing, and lack of corporate social responsibility placing the brand equity of major corporations at risk. Given a limited understanding among corporate leaders of consumers' experiences with greenwashing, the purpose of this phenomenological …

Aligning Sales Promotion Strategies With Buying Attitudes In A Recession, Paulin Adjagbodjou

Walden Dissertations and Doctoral Studies

Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions, (b) consumer behavioral metrics, (c) price reductions, and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method, preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. …

Allendale Movie Theater, Michael Marciniak

Honors Projects

No abstract provided.

Predictors Of Enrolling In Online Courses: An Exploratory Study Of Students In Undergraduate Marketing Courses, Renee J. Fontenot, Richard E. Mathisen, Susan S. Carley, Randy S. Stuart

Faculty Articles

An exploratory study of undergraduate students enrolled in marketing courses at a Southeastern regional university was conducted to determine the motivations and characteristics of marketing students who plan to be online learners and examined for differences between those who have taken and those who have not taken online classes. An online survey of Likert scales, openended questions and demographic questions was sent via class learning management websites. A total of 165 students of the 438 invited to participate completed the survey. A structural model was developed using SMART-PLS to estimate the relationships of constructs that predict taking online courses. Results …