The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects,
2024
FHWien der WKW University of Applied Sciences
The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects, David Bourdin, Phillip Frankhofer
AMTP Proceedings 2024
With sustainable consumption on the rise, firms are increasingly showcasing their environmental efforts. However, it is still unclear how effective different verbal and visual ‘green’ product cues are in influencing consumer preferences. Addressing this gap, this study examines the independent and interactive effects of an organic label, natural imagery, and a local origin claim on consumer responses to packaged milk. Furthermore, the role of three potential moderators (green product skepticism, consumer ethnocentrism, and environmental concern) is considered. A 2x4 experimental study was conducted with 178 consumers. Structural equation modeling results show that an organic label and natural imagery indirectly increase …
Business School Marketing Strategies For Enrollment Challenges In The Current Environment,
2024
Brenau University
Business School Marketing Strategies For Enrollment Challenges In The Current Environment, Selcuk Ertekin
AMTP Proceedings 2024
This article aims to understand the implications and remedies for the recent turmoil in business school enrollment and retention. By reviewing the academic business literature on enrollment decline and by incorporating a traditional marketing strategy framework, we categorized the existing studies to come up with a list for success. We found that business schools must revise their curriculum with sustainability and technological change in mind. They must invest in hedonic aspects of business education, consider adding creative internship opportunities and incorporate innovative online learning initiatives. They must also identify faculty super influencers and use social media in their promotions. Finally, …
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement,
2024
Western Carolina University
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.
AMTP Proceedings 2024
Participatory Design (PD) is an inclusive approach to designing products, services or systems that actively involve the people who use, will use, or be impacted by the design process (Robertson and Simonsen, 2012). PD has been applied in many domains, including architecture, urban planning, product design, healthcare administration, software development, and community engagement, but its application in marketing has been limited. The goal of this paper is to illuminate potential applications for blockchain-enabled PD initiatives in marketing, and to stimulate further thinking about how its use can lead to deeper customer engagement.
Interactions Between Societal, Social, And Social Media Marketing,
2024
Missouri State University
Interactions Between Societal, Social, And Social Media Marketing, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal
AMTP Proceedings 2024
This research explores the interactions among societal, social, and social media marketing concepts to provide clarity and distinction. These concepts are often confused, causing misunderstanding and misuse in practice. Societal, social, and social media marketing concepts need to be differentiated from one another and linked to the appropriate marketing tactics for them to be understood and utilized effectively in practice.
Medical Tourism In The Post-Covid Era: Cultural Differences In Attitude Formation,
2024
University of West Florida
Medical Tourism In The Post-Covid Era: Cultural Differences In Attitude Formation, Helena F. Allman, Anton P. Fenik, Hilmi A. Atadil
AMTP Proceedings 2024
Rising health care costs in the United States have been historically shown to increase the U.S. consumers’ interest in medical tourism. The number of uninsured people in the United States is still astronomically high compared to other advanced economies around the world. As a result, medical tourism was on the rise for decades prior to Covid. The pandemic introduced certain stressors and higher levels of risk associated with both the travel and medical treatment services. While the majority of the U.S. population now has some kind of Covid immunity, the long term mental effects of Covid stress in everyday decision …
2024 April,
2024
Morehead State University
2024 April, Morehead State University. Office Of Communications & Marketing.
Morehead State Press Release Archive, 1961 to the Present
Press releases for April of 2024.
Zeitgeist Of The 2010s And Impact On Fashion Trends,
2024
University of South Carolina - Columbia
Zeitgeist Of The 2010s And Impact On Fashion Trends, Sophie Scott Anderson
Senior Theses
The zeitgeist of the 2010s can be examined through shifts in technology, politics, economy, environment, religion, and entertainment. This research explores how fashion serves as both a mirror and a driver of societal change during this transformative decade. Trend diffusion itself evolved from the traditional theories of trickle-up and trickle-down because of the prominence of influencer culture, giving average consumers the platform to influence numerous like-minded consumers. Defining the 2010s zeitgeist requires an analysis of the significant patterns in the technological and sociocultural environment through as many sources as possible for a holistic approach. Sociologically, fashion has been accepted as …
Whose Opinions Do We Trust? Some Thoughts On Online Product Ratings And Consumer Decision Making,
2024
California State University, Northridge
Whose Opinions Do We Trust? Some Thoughts On Online Product Ratings And Consumer Decision Making, David Ackerman, Barbara Gross, Jing Hu
AMTP Proceedings 2024
User-generated reviews play a crucial role in assessing market offerings and informing consumers’ purchase decisions. This study applies extant theory to examine the influence of online product ratings and reviews on consumers. The findings from experiments suggest that the impact of online ratings is heightened for higher-priced products in comparison to their lower-priced counterparts during both the information search and product evaluation stages of consumer decision making. Results also indicate that consumer ratings on social media may have more of an impact on consumers than do the ratings of experts. Consumers demonstrated a greater purchase intention for products that received …
Consumer Decision-Making Constructs: Differences Among Generational Cohorts,
2024
University of Nebraska at Kearney
Consumer Decision-Making Constructs: Differences Among Generational Cohorts, Heather M. Meyer Ph.D., Chloe Murphy
AMTP Proceedings 2024
The goal of this study is to extend prior research by examining generational differences in consumer behavior. Most consumer decision-making models describes five main stages: 1) problem recognition, 2) information search, 3) alternative evaluation, 4) purchase, and 5) post-purchase. Although various scales can be utilized in order to measure each stage of this process, the authors decided to focus on a promotion-focus scale for problem recognition, an information acquisition scale to measure information search, a quality-consciousness scale and a price-consciousness scale to measure alternative evaluation, a confused by over-choice scale and a compulsive buying scale to measure purchase, and a …
Exploring The Effect Of Logos With Animals,
2024
Troy University
Exploring The Effect Of Logos With Animals, Can Trinh
AMTP Proceedings 2024
Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.
The Impact Of Minimalist Design On Consumer’S Brand Expectations,
2024
Georgia Southern University
The Impact Of Minimalist Design On Consumer’S Brand Expectations, Carolina L. Guerrero
Honors College Theses
In order for companies to be more effective in reaching their target market amongst growing competition, they must successfully construct their product’s packaging to appeal to the consumer’s eye and demonstrate their desired qualities. With packaging design aesthetics falling into the two categories of minimalism or maximalism, a relationship may be established between the design aesthetic and the perceptions a certain design imposes. This thesis will conduct an experimental design with fabricated product mockups exemplifying minimalism and maximalism designs in personal care and prepackaged food products. These designs will be evaluated by respondents for different perceptions based on the first …
Stereotyped Non-Stereotypicality: Exploring Positive Effects Of Non-Stereotypical Gender Portrayals On Consumer Perceptions,
2024
University of South Florida
Stereotyped Non-Stereotypicality: Exploring Positive Effects Of Non-Stereotypical Gender Portrayals On Consumer Perceptions, Veronika Ponomarenko
USF Tampa Graduate Theses and Dissertations
This research attempts to identify contexts where non-stereotypical gender portrayals may have positive effects on consumer perceptions. It tests the perceived self-expressiveness of non-stereotypical gender portrayals as the mediating mechanism behind these effects as well as other alternative mechanisms in a comprehensive experiment. The analysis results show that an interpretation of gender through the theoretical lens of extravagance rather than self-expressiveness seems to be more appropriate. This study also introduces an overarching theoretical framework of metacognitive experiences that may explain the processes driving the effects of non-stereotypical gender portrayals on consumer perceptions. Finally, this research explores different types of gender …
Understanding Donor Preferences And Intentions: A Theory Of Planned Behavior Approach,
2024
University of South Florida
Understanding Donor Preferences And Intentions: A Theory Of Planned Behavior Approach, Kimberly Cubre
USF Tampa Graduate Theses and Dissertations
Advancement teams have a pivotal role in bridging the ever-widening gap in funding for higher education institutions. As this gap continues to expand, these teams have emerged as increasingly prominent players to raise philanthropic support. This research study is aimed at enhancing the effectiveness of their engagement strategies and gaining a deeper understanding of donor motivations and intentions. Employing the Theory of Planned Behavior in conjunction with a revised and tested survey instrument (as validated by Smith & McSweeney in 2007), this study sheds light on donor behavior. It probes into donors' sentiments regarding the philanthropic tactics and communications they …
Leading Horses To Water During A Pandemic: Assuring Communication Learning For "Quants",
2024
Christopher Newport University
Leading Horses To Water During A Pandemic: Assuring Communication Learning For "Quants", Thomas Hall
International Journal for Business Education
Students who are attracted to quantitative disciplines of study can be reluctant to devote much attention to the important task of communicating, and previous research (Hostager, 2018) has identified statistically significant differences in learning approaches by major among undergraduate business students. This paper presents results of learning assurance for writing skills (direct measures) even when the content of the course relates to the highly quantitative topics of data analytics and finance. The approach combines various pedagogical methods in an undergraduate, writing-intensive setting: traditional testing but in an iterative framework, “flipped classroom” intensive work using spreadsheet software, repeated submission of brief …
Mindset, Virtue Signaling And Volunteering,
2024
Pepperdine University
Mindset, Virtue Signaling And Volunteering, Corinne Novell, Steven Bauer, Alice Labban, Yingfan Zhu
Seaver College Research And Scholarly Achievement Symposium
Virtue signaling, or publicly showing off one’s good character or actions to others, has been studied in many contexts. This research expands on previous work and focuses on investigating the impact of fixed vs. growth mindsets on virtue signaling in a volunteering context. Mindsets, in the context of this research, are the beliefs people hold about the consistency of human’s personality as well as their moral characteristics. We hypothesize that given the different goal orientations of people with growth vs. fixed mindsets, the impact of obligatory virtue signaling on volunteer behavior will be stronger among people with a growth (vs. …
4 Art, Fashion, And The Human Condition,
2024
The University of Texas Rio Grande Valley
4 Art, Fashion, And The Human Condition, Fuat Firat
Marketing Faculty Publications
In this chapter, I wish to investigate the contemporary status and role of art and fashion together with the conditions that humanity faces resulting from modern constructions of art and fashion. I begin with the understanding that, as is the case with all concepts, art and fashion do not have a meaning that endures across all historical epochs or cultural contexts, even when they may possess some essences that make it possible to have a degree of continuity of popular conception across time and context. In each epoch and in every culture, however, they take on certain particularities imbued in …
Value Of Gain In The Lamb Feeding Industry,
2024
University of Nebraska-Lincoln
Value Of Gain In The Lamb Feeding Industry, Jay Parsons
Cornhusker Economics
Value of gain (VOG) is a term in the livestock feeding industry that refers to the average value of a pound of gain. It is the most appropriate revenue value to use in comparison to the cost of gain to determine profit margin.
Decoding The Dual Desire: Expressive And Impressive Motivations For Neo-Luxury Wearables,
2024
Embry-Riddle Aeronautical University
Decoding The Dual Desire: Expressive And Impressive Motivations For Neo-Luxury Wearables, Maria Petrescu, Sheen Kachen, Costinel Dobre, Anca Milovan-Ciuta, Mihai Orzan
Publications
In today’s rapidly evolving consumer landscape, understanding the motivational drivers behind consumer interaction with brands and purchase intentions is paramount for effective marketing communications. This research dives deep into the impressive and expressive consumer motivations influencing attitudes and purchase intentions for neo-luxury smart wearables. By employing a blended methodology of qualitative conceptual mapping and quantitative fsQCA analysis on consumer survey data, we uncover the integral role of both hedonic (pleasure-seeking) and eudaimonic (meaning-seeking) motivations for the contemporary neo- luxury consumer. Our findings underscore that a harmonious interplay between these motivations can bolster purchase intentions, even mitigating potential deterrents like skepticism …
Let's Drink! A Comparative Analysis Of The Marketing And Branding Strategies Of Cutwater Spirits And Los Sundays,
2024
California Polytechnic State University, San Luis Obispo
Let's Drink! A Comparative Analysis Of The Marketing And Branding Strategies Of Cutwater Spirits And Los Sundays, Emma Lauren Wells
Experience Industry Management
With spirit consumption on the rise, it has become increasingly important for alcohol companies to craft a unique brand and strategically market themselves towards their target consumers in order to stand out amongst their competitors and drive their product sales. The selected alcohol companies for this study, Cutwater Spirits and Los Sundays, are both relatively new, yet well-known, alcohol brands. The purpose of this study was to examine the marketing and branding strategies of Cutwater Spirits and Los Sundays. Through comparative analysis and an instrument developed by the researcher, data were collected on the companies’ branding strategies including packaging, logo, …
Positive Liberty, Negative Liberty, And Marketing Regulations: A Holistic Analysis,
2024
College of Saint Benedict/Saint John's University
Positive Liberty, Negative Liberty, And Marketing Regulations: A Holistic Analysis, Tony Yan, Michael R. Hyman
Global Business Leadership Faculty Publications
Marketing regulations are warranted when unfettered marketing practices compromise many people's positive and negative liberties. We elucidate these liberties’ multifaceted but interdependent connotations for societally justified marketing regulations from a novel framework integrating the social sciences, philosophy, history, and marketing. The limitations of unbalanced or less represented market or government regulation notwithstanding, overcoming marketing imbalances and enhancing personal and societal liberties via pluralistic, well-designed, enforceable, and multilateral regulations can advance a pluralistic democracy's diverse market-related interests. By informing companies and consumers about societally responsible liberties, well-regulated marketing can spur common goods creation.
