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Three Essays On Marketing And Public Policies: An Analysis Of Social Condition On Consumer Health Associations And Perceived Hypocritical Corporate Social Responsibility On Company Outcomes, Stephen Bok
Marketing Dissertations
Over three essays this project reviews social conditioning and the influence on consumer decision-making. Essay one analyzes health associations between fruit and average daily caloric intake. The relative impact is greater for food possessing unique lay belief associations. Essay two investigates ethical leadership in a social media context. The study primes hypocritical leadership and the impact on consumer perceptions of a company. Essay three studies outcomes to a CEO’s response addressing damaging social media information about a company. Moderators dampen the effect of perceived unethical leadership. Implications on marketing policies are discussed.