Sales and Merchandising Commons^™

From Consumers To Makers: A Community-Based Model Of The Diy Food And Beverage Kit Ecosystem, Mark Mitchell, Richard Martin, Sheila Mitchell

Atlantic Marketing Journal

The market for do-it-yourself (DIY) food and beverage kits continues to expand as consumers seek experiences that combine convenience, learning, creativity, and participation. This conceptual paper proposes a four-community ecosystem model consisting of consumers, makers, marketers, and consumption communities. Drawing on value co-creation, prosumption, experiential consumption, and diffusion of innovation theories, the model suggests that participation in DIY production transforms consumers into makers, fosters a maker identity, and encourages engagement in product-category consumption communities. Through sharing experiences and outcomes, participants attract new consumers into the marketplace, creating a self-reinforcing cycle of growth. The framework extends value co-creation theory by explaining …

Brand Gravity And Instant Adoption: Consumer Visitation, Loyalty, And Trip Chaining Following The Entry Of A New National Coffee Chain, Mark J. Sciuchetti Jr., Jianping Huang

Atlantic Marketing Journal

This study examines how consumers adopt a strong national brand immediately after its entry into a small regional market. Using anonymized mobile location data from the first twenty-nine weeks of a new Starbucks location in Anniston, Alabama, the analysis evaluates weekly visitation, repeat behavior, visitor origin distance, trip chaining, and temporal demand. The store opened above its subsequent steady state, indicating activation of preexisting demand rather than a gradual diffusion process. Repeat visitors generated 82.6% of visits within the observation window, showing rapid movement from trial to habitual use. The entrant also exhibited a flatter distance decay gradient than adjacent …

Where Shoppers Look First: How Navigation Bar Design Shapes Visual Attention Online, James Coyle, Linh Nguyen, Lee Hillman

Atlantic Marketing Journal

Abstract

Despite the crucial role that a website navigation bar can play in affecting consumer behavior, there has been a lack of theory-driven studies to investigate how to most effectively design navigation bars. Grounded in cognitive fit theory and visual attention theory, this study investigates how the effects of navigation bar design and content can influence visual processing of an unfamiliar online retailer’s website. A total of 40 subjects participated in a controlled experiment in which we gathered eye-tracking data. We find that navigation bar placement strongly affects how quickly participants locate the navigation bar: an unexpected placement more than …

2026 Fall Convocation Program, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2026 Morehead State University Convocation Program from August 12, 2026.

Promotion Architecture: A Deal Fairness Model Of Restricted Price Promotions, Shangwen Yi, David Hardisty, Dale Griffin, Thomas Allard

Research Collection Lee Kong Chian School Of Business

This research examines the effectiveness of two common types of restricted price promotions: threshold promotions (conditional on spending more than a threshold amount; e.g., “Get $5 off on orders of $10 or more”) and capped promotions (limited to a maximum dollar value; e.g., “Get 50% off, up to $5 per order”). Results from seven pre-registered studies, including one field study, show that threshold promotions lead to higher purchase intentions and conversion rates (but potentially lower purchase amounts) than comparable capped promotions—even though capped promotions are equivalent in maximal economic savings for the consumer—when the trigger value (the spending amount at …

2026 August News Report, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The August 2026 Morehead State University News Report.

Offline Fashion Shopping Trends: Factors Influencing Millennial And Gen Z Purchase Decisions, Muhammad Alfikri, Ma'mun Sarma, Irni Rahmayani Johan

ASEAN Marketing Journal

Type of manuscript: Scientific Paper

Research Objective: This study aims to identify the characteristics and behaviour of millennials and generation Z in Medan City in purchasing fashion products, and analyse the influence of various factors such as information, lifestyle, word of mouth, technology, place, promotion, product, and price on their purchasing decisions, which include aspects of product choice, quantity, and time of purchase.

Design/methodology/approach: Data was collected online using Google Forms from 350 respondents. Respondents were millennials and generation Z who had shopped in person for at least the last 3 months, and the data was analysed using …

Beyond The Shelf: How Reallocating Shelf Space To Emerging Brands Enhances Store Performance Through Dynamic Brand-Level Effects, Jesse Core, Ho Kim

Journal of Applied Marketing Theory

This study examines the effects of reallocating shelf space from established to emerging brands in the flavored malt beverage category, a fast-moving, impulse-driven product category. Using a 13-week field experiment in 16 U.S. grocery stores (six treated, ten control), we reallocated one shelf facing from an established to an emerging brand for four weeks before reverting the shelves to their original configuration. Then we analyzed weekly SKU-level data on sales with fixed-effects panel regressions. Results show that the shelf-space reallocation increased category sales by 21.2% during treatment and 27.6% after reversion, revealing persistent gains. At the brand level, emerging brands …

2026 June News Report, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The June 2026 Morehead State University News Report.

Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender

Journal of Marketing and Consumer Behaviour in Emerging Markets

Online shopping non-adoption remains critically underexplored, especially in emerging markets. Addressing this gap, the authors develop and test a distrust-centric framework that applies the inhibitory logic of social exchange, trust transfer, and social presence theories to explain pre-emptive avoidance. Focusing on South Africa, where only 18.16% of the population engage in e-commerce, data was collected from 414 consumers who have never shopped online. Structural equation modelling reveals that perceived lack of reciprocity directly increases the intention of non-adoption. Moreover, distrust in online payment systems transfers to broader channel scepticism, which in turn drives avoidance. Perceived lack of social presence further …

The Joy Of Shopping: Thrill Of The Treasure Hunt, Jane Gu, Cristina Nistor, Matthew Selove

Business Faculty Articles and Research

People sometimes enjoy the thrill of the hunt, which implies search can generate joy in addition to costs. Some customers say they enjoy searching for unique items such as vintage T-shirts and luxury handbags, and managers at warehouse stores, thrift stores, and many online selling platforms say they design their store format to offer a treasure hunt experience. We develop a model in which customers enjoy searching for a treasure. Our model’s search utility function includes a term based on the treasure’s net value, a term based on the instantaneous likelihood of discovering treasure, and a constant term reflecting other …

Generative Ai’S (Genai) Impact On Sales Performance: An Empirical Study On Business-To-Business Sales Process, Michael Rodriguez, Michael Rodriguez, Mike Krush, Dawn Deeter-Schmelz

Atlantic Marketing Association Proceedings

No abstract provided.

Development Of Artificial Intelligence (Ai) Utilization Scale In Business To Business (B2b) Sales Process And Conceptual Model: Exploratory Study, Michael Rodriguez

Atlantic Marketing Association Proceedings

No abstract provided.

Buyer-Seller Relationships In The Post-Pandemic Era, Stephen Carlson, Morgan Sales

Atlantic Marketing Association Proceedings

No abstract provided.

A Psychometric Evaluation Of The Derailment Scale, Brian R. Kinard, Subhra Chakrabarty

Atlantic Marketing Association Proceedings

No abstract provided.

How Does Product Experience Influence The Helpfulness Of Photo-Enhanced Reviews?, Bridget Satinover Nichols, Anh Dang

Atlantic Marketing Association Proceedings

No abstract provided.

Person-Supervisor Fit Antecedents: Self-Determination Theory In Salesforce Turnover Intention, Ilgım Dara Benoit, Jeffrey R. Foreman, Bonnie S. Guy

Atlantic Marketing Association Proceedings

No abstract provided.

Selling In The Digital Era: The Power Of Artificial Intelligence, George Morrone Iv, Monica Wei, Rex Mcclure

Atlantic Marketing Association Proceedings

No abstract provided.

Emotional Intelligence Training For Salespeople And Sales Managers, Charles D. Shepherd, Tracey Honeycutt Sigler

Atlantic Marketing Association Proceedings

No abstract provided.

The Design And Manufacturing Process Of The Concealed Shelf, Clarence A. Matthews Iv

Honors Theses

The Haley Barbour Center for Manufacturing Excellence (CME) at the University of Mississippi challenges students to manufacture a product and put forth a balanced manufacturing line in a senior capstone project. The chosen product was a concealed shelf, or a shelf with a hidden compartment. The team aimed to design a product, formulate a project plan, analyze the market, conduct financial analysis, develop a prototype, establish a manufacturing process, and demonstrate that process in two production runs. The team used tools such as Computer Aided Design (CAD), market surveys, jig creation, and line balancing to accomplish these tasks. After two …