Sales and Merchandising Commons^™

Predicting Consumers’ Purchase Intention Of Browsed Products: A Study Based On Eye‑Tracking, Feiyan Jia, Choon Ling Sia, Yani Shi, Fiona Fui-Hoon Nah, Keng Siau

Research Collection School Of Computing and Information Systems

Predicting consumers’ purchase intention of browsed products enables sellers to implement nuanced promotion strategies to stimulate purchase. But how can we predict consumers’ purchase intention of browsed products? Our research demonstrates that consumers’ eye movement data collected when they browse products can serve this aim. We train and test the prediction model using logistic regression and random forest algorithms. Using data collected in a laboratory experiment, our empirical results show that both algorithms perform much better than a random guess, and the logistic regression performs slightly better than the random forest. Our findings imply that eye movement data enable sellers …

2025 Craft Academy Senior Send-Off Program, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The Morehead State University 2025 Craft Academy Senior Send-Off Program from May 9, 2025.

Creative Brief For Wk Kellogg's Co, Sarah K. Johnson

Marketing Undergraduate Honors Theses

In recent years, cereal, the once classic and essential breakfast food has been losing its market share and overall sales in the breakfast category. WK Kellogg’s cereal brands include Frosted Flakes, Froot Loops, Frosted Mini Wheats, Special K, Rice Krispies, Raisin Bran, Corn Flakes, and more, yet their sales have been falling. They now face a challenge, as consumers become more cost and health conscious, how can cereal be made fun again? What ways can they engage with new audiences and further excite current customers? After conducting research, I have developed a creative brief and strategic pitch that include solutions …

Role Of Retro Branding On A Consumer's Attitude Toward Products And Purchase Intentions, Cortnee Y. Bunch

Graduate Theses and Dissertations (2019 - present)

This paper proposes retro branding as a marketing strategy that can impact consumers’ attitudes towards retro-branded products and, ultimately, their purchase intentions. Evoked nostalgia, through retro branding, for hedonic and utilitarian products is explored to investigate the impact on attitudes towards the products for both product types and purchase intentions. Nostalgia proneness is examined as a moderator amongst the relationships between retro branding, attitude towards products (both utilitarian and hedonic), and purchase intentions. Additionally, age and gender are explored as possible boundary conditions that impact the purchase intentions. Results indicate that evoked nostalgia, through retro branding, enhances attitudes toward products, …

Do Loyalty Programs Actually Build Customer Loyalty? A Service Quality Perspective From Indonesian E-Commerce, Jonathan Farrel Kosimwidjaja, Triana Hadiprawoto

The South East Asian Journal of Management

Research Aims: This study investigates the relationship between electronic service quality (e-SERVQUAL), satisfaction and trust, and three indicators of customer loyalty within the context of loyalty programs organised by e-commerce platforms.

Design/Methodology/Approach: An empirical approach using purposive sampling was used to generate a population of 326 Indonesian respondents over 18 years old who have used e-commerce loyalty program features such as store credit, points, discount vouchers, cashback vouchers, and free shipping vouchers.

Research Findings: Bootstrapped structural equation modelling (SEM) analysis proved that one out of four factors of e-SERVQUAL that apply to e-commerce platforms as a whole do not apply …

Changing Salaries: Salary Constraints In North American Sports, Reese Shull

Honors Projects

The structure, impact, and potential future of the cap systems housed by the primarily North American sports leagues, NFL, NBA, and MLB, are examined. By comparing each of the different constraint models used to influence competitive balance, player compensation, and various team-building strategies, a comprehensive understanding of which league operates more effectively. Paramount is the relationship to rising revenues and the different returning and emerging channels that are being formed.

Effect Of Street-Pricing Deregulation In U.S. Airports On Customer Satisfaction, Thorsten Merkle, Satheesh Seenivasan, Sushanta Das

ICHRIE Research Reports

This study investigates the impact of pricing policies and food and beverage (F&B) strategies on traveler satisfaction in the dynamic airport environment, with a focus on Phoenix airport in comparison with two other (undisclosed) major U.S. airports. Using a mixed-methods approach that integrates unstructured observations and social media analytics, the research provides a comprehensive understanding of passenger behavior, satisfaction, and spending patterns in airside F&B outlets.

Key findings reveal that traveler satisfaction is driven by factors such as service quality, timeliness, perceived value, and emotional engagement, with price sensitivity playing a relatively minor role. Phoenix International Airport exemplifies a successful …

Connecting Emotionally: Examining The Impact Of Narrative Video Advertising On Consumer Involvement And Brand Attachment, Anni Rahimah, Shannon Saghava Aqfa Dzikrullah, Ameylia Ayu Astira

BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi

The increasingly competitive advertising landscape necessitates innovative strategies to engage potential customers effectively. This study investigates the impact of emotional and narrative-driven video advertisements on attitudes toward advertisements and advertisement involvement, ultimately fostering emotional brand attachment among viewers. This research adopts a quantitative approach, employing Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using SmartPLS 4 software. Data were collected through a structured survey involving 131 respondents who had utilized the GoSend service in DKI Jakarta, Indonesia. The results demonstrate that emotional and narrative elements in video advertisements exert a significant positive influence on viewers’ attitudes toward advertisements …

2025 April News Report, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The April 2025 Morehead State University News Report.

Competency Of Sales Employees In Knowledge-Intensive Industries An Empirical Study Based On The Pharmaceutical Industry, Yue Zhang

Dissertations and Theses Collection (Open Access)

With the rapid development of modern technology, the pharmaceutical industry is undergoing a period of unprecedented change. On the one hand, global population growth, aging, and the continued increase in people's healthconcerns have led to an ever-expanding demand for the pharmaceutical market. On the other hand, a large amount of capital is pouring into the pharmaceutical field, prompting the emergence of new pharmaceutical enterprises, and the competition in the market is becoming increasingly heated. Against this backdrop, the replacement of pharmaceutical products has acceleratedsignificantly, with new therapeutic methods, pharmaceutical dosage forms andinnovative drugs being introduced to the market. At the …

Cross-Selling Life Insurance: Strategies Based On Life Span Theory And Critical Life Events, Jack A. Lesser

AMTP Proceedings 2025

This article develops strategies for cross-selling life insurance to customers who already hold other insurance products. Cross-selling life insurance presents unique challenges due to its association with long-term financial security, mortality, and legacy. Unlike other types of insurance that meet immediate needs, the decision to purchase life insurance is often triggered by critical life events and influenced by life span changes. Drawing on life span theory, this article identifies significant life events, such as marriage, parenthood, and retirement, that increase receptivity to life insurance and proposes theory-based strategies to enhance customer interest. By examining life stages and their associated motivations, …

The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter

Atlantic Marketing Journal

Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …

Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park

Atlantic Marketing Journal

Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …

Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani

Atlantic Marketing Journal

Consumer ethnocentrism and cosmopolitanism have been shown to be instrumental factors for the evaluation and purchase of foreign products. Many prior studies have provided evidence that ethnocentric consumers have lower willingness to buy for products that originated from foreign countries, while cosmopolitan consumers have higher willingness to buy. However, prior research has been conducted in the research setting where only one foreign country is pit against home country. Therefore, it is not clear whether their direct impacts on animosity, product judgement, and willingness to buy will be homogeneous, regardless of countries-of-origin. In other words, do consumers hold the same degree …

Sales Skill Development For Next Generation Of Accounting Professionals: From Accountant To Partner, Scott Cohen, Dena Breece, Michael Rodriguez, Chelsea Schrader

Atlantic Marketing Journal

With the exodus of accounting professionals due to retirement, firms are challenged to replace skilled employees with a newer generation, Millenials and Generation Z (CPA Practice Advisor, 2024). To bridge the gap, the authors explore how soft skills (communication and relationship management) are necessary for newer accounting professionals to not only fill the talent gap but also help them be promoted to senior-level positions in their firms. Using Human Capital Theory (HCT) as our foundation, a content analysis using responses from 30 accounting leaders found unique skills such as communication, presentation, and relationship building are crucial in the development of …

The Role Of Artificial Intelligence In Transforming Physical And Online Fashion Retail: Enhancing Experiences, Driving Sustainability, And Fostering Innovation, Andrew Burnstine

Faculty and Staff Publications & Presentations

This study explores the transformative role of artificial intelligence (AI) in revolutionizing the fashion industry, with a focus on enhancing consumer experiences, promoting sustainability, and driving innovation in retail. It examines AI applications in personalized recommendations, virtual try-ons, and supply chain optimization, while also addressing societal implications. Sustainability is a central theme, highlighting how AI minimizes overproduction, enables circular fashion, and encourages conscious consumerism. Case studies, such as Nike’s AI-powered retail stores and Lynn University’s Surreal Fashion Show, demonstrate practical applications and innovations during the COVID-19 pandemic. This research synthesizes insights from reports by The Business of Fashion and McKinsey …

Institutional Liquidity Costs, Internalized Retail Trade Imbalances, And The Cross Section Of Stock Returns, Yashar H. Barardehi, Dan Bernhardt, Zhi Da, Mitch Warachka

Business Faculty Articles and Research

Order flow segmentation prevents direct interactions between U.S. retail and institutional investors. Using the imbalance in observable internalized retail trades, we show wholesalers use retail flow to provide liquidity to institutional investors, especially when liquidity is scarce. Our institutional liquidity cost () measures average absolute retail trade imbalances, positing that institutions holding stocks with greater such averages more often resort to the expensive wholesaler-provided liquidity. is correlated with expected institutional price impacts. Unlike existing illiquidity measures, has economically meaningful relations with institutional holding horizons and yields annualized liquidity premia of 2.7%–3.2% post-2010, even after excluding microcap stocks.

2025 Spring Convocation Program, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University Convocation Program from January 8, 2025.

2025 Transfer & Adult Students Viewbook, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University Transfer and Adult Students Viewbook.

2025 Welcome To Soar, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University SOAR Guide Pack.