Marketing Commons^™

The Investigation Of Product Involvement In Shopping Behaviors Among Male College Students, Jung-Im Seo, Grace W. Namwamba

Atlantic Marketing Journal

We investigated the clothing shopping behaviors of male college students. This study is significant because there is limited published research on the shopping behavior of male college students in the area of two correlative product involvement and store type and yet, there is a large increase in market share of male apparel products. Male college students (n=285) were surveyed via questionnaire. MANOVA and ANOVA were used to analyze the data. This research revealed that male college students are highly concerned about their physical appearance and clothing. The findings of this study demonstrate that male college students have unique …

Forecasting Demand: Sensitivity Analysis Of Financial Assumptions Using Ms Excel, Gary B. Roberts, Kirk C. Heriot

Atlantic Marketing Journal

According to research on entrepreneurship education, the creation of a business plan is the most popular teaching method (Solomon, 2007). Textbooks in the field will often have a chapter devoted to the contents of the business plan and separate chapters about important elements of a business plan such as marketing, finance, and operations. Instructors must prepare their students for arduous task of writing all of the parts of the business plan within a team.

One of the most challenging aspects of a business plan is the financial projections. Clearly, if an entrepreneurial team intends to present their plan to a …

A Sound Idea: A Theory-Based Synthesis And Explanadum Supporting The Use Of Music In Marketing Strategy, Anthony H. Kerr, Neel Das

Atlantic Marketing Journal

A review and synthesis of research literature regarding the role and influence of music on advertising effectiveness and in-store shopper moods and behavior is presented. A conceptual model is presented, with strong theoretical support found in classical conditioning, information processing, involvement, and mood states literature. The authors posit that a retailer should use a dual, concomitant music strategy as a component of an overall advertising and in-store marketing promotion plan. This strategy is presented in what the authors refer to as the Music Affect Model. While using the positive affects of music on consumer purchasing behavior as its core source …

Like It, Love It, Or Gotta Have It: Relating Materialism And Attachment, Rebecca Dingus

Atlantic Marketing Journal

No abstract provided.

A Process-Focused Method To Accelerate Sales Skill Development, R. Charles Viosca, K. Chris Cox

Atlantic Marketing Journal

Role-play scenarios have long been used for developing selling skills. This paper examines how role-play scenarios affect the learning process and proposes an innovative, process-focused method for accelerating skill development. Drawing insights from Cognitive Load Theory, it is hypothesized that complex role play scenarios—while perhaps more realistic—inhibit initial skill development. Alternatively, simpler scenarios make it possible to increase cognitive load germane to the selling process, and accelerate development of selling skills. A preliminary test of this hypothesis provides support for the process-focused method. The paper includes suggestions to further increase the effectiveness of the process-focused method.

The Moderating Role Of Mindfulness In New Product Evaluation, Mary E. Schramm, Michael Y. Hu

Atlantic Marketing Journal

Mindfulness has the potential to affect new product evaluation since consumers with a higher propensity for mindfulness are more likely to notice and accept differences between existing and new products. This research references piecemeal/category-based processing theory to study the moderating effect of individual mindfulness on information processing in the presence of product category knowledge. We find that mindfulness does not have a direct effect on processing style. However, mindfulness does moderate the relationship between product category knowledge and processing style. Understanding underlying factors during information processing provides important insights for marketers as they implement marketing strategies.

2014-September-24-Dr. Lynn Williams, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-September-24-Sherrod Library Authors, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-September-23-Health Professions Fair, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-September-23-Bluegrass, Old Time And Country Music Faculty To Perform At Down Home, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-09-22-Retirees Association, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-09-22-Department Of Music Announces Fall Concert Schedule, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-09-22-Li, Williams Receive $2.66 Million To Continue Cardiac Research, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-09-22-National Science Foundation Sends Etsu Paleontologists To China, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-09-22-Astronomers Discover X-Ray Pulsations From Massive Star, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-09-22-New Archaeological Curation Center Now At Valleybrook, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-09-22-Williams Returns ‘Home’ As Associate Dean Of Ccrhs, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-09-22-Men In Song, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-09-22-A Connection Between Prenatal Smoke Exposure, Adolescent Obesity, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-09-22-Reece Museum Hosting Major Exhibition On ‘The Devault Tavern’, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.