The Effect Of Supraliminal Goal Primes On Brand Preference: The Mediating Roles Of Implicit And Explicit Attitudes,
2010
Louisiana State University and Agricultural and Mechanical College
The Effect Of Supraliminal Goal Primes On Brand Preference: The Mediating Roles Of Implicit And Explicit Attitudes, Nobuyuki Fukawa
LSU Doctoral Dissertations
The dissertation investigates how supraliminal goal primes affect brand preference through explicit attitude and implicit attitude and whether the effect of supraliminal goal primes and/or mood on brand preference is mediated by cognitive load. Chapter 1 develops a conceptual framework and provides a theoretical background. Chapter 2 investigates how supraliminal goal primes and/or mood affect preference (Study 1), implicit attitude (Study 2) and explicit attitude (Study 3) in the context of luxury vs. frugal brand consumption. Chapter 2 also investigates whether the effect of goal primes and/or mood on preference is mediated by cognitive load. Chapter 3 considers whether, under …
Essays On Three Price Judgments: Price Fairness, Price Magnitude, And Price Expectation,
2010
Louisiana State University and Agricultural and Mechanical College
Essays On Three Price Judgments: Price Fairness, Price Magnitude, And Price Expectation, Sandeep Bhowmick
LSU Doctoral Dissertations
This dissertation addresses three important price judgments: price fairness, price magnitude, and price expectation. Developed over three chapters, the main objective of this research is to determine underlying differences in these three price judgments. These differences are based on conceptualizing price fairness as a combination of affective and cognitive components, whereas price magnitude and price expectation reflect different cognitive aspects of price judgment. Chapter 1 provides a literature review and identifies several research questions related to these three price judgments; Chapters 2 and 3 provide testable hypotheses and conduct three pretests and two experiments to test the hypotheses. Using structural …
An Investigation Into The Unintended Consequences Of Downstream Channel Allowances,
2010
University of Kentucky
An Investigation Into The Unintended Consequences Of Downstream Channel Allowances, William Jason Rowe
University of Kentucky Doctoral Dissertations
Downstream channel allowances involve the practice of selling firms making payments to customers in exchange for distribution of a product. Such transactions occur most frequently in a business-to-business exchange. Although various forms of channel allowances have been investigated over the past three decades, the literature is lacking in guidance regarding whether or not, and to what extent, the salesperson should control these payments. Relying on the theoretical underpinnings of cognitive evaluation theory, this dissertation takes the initial step in understanding the effects of customer perceptions of salesperson control over allowances, with special attention to the impact on the customer-salesperson relationship. …
