Digital Commons Network^™

Conversation Analysis Of Public-Servant And Persons-Of-Interest Face-To-Face Talk Via Llm‑Supported Ai Script Mapping Tools, Arch G. Woodside, Suresh Sood

AMTP Proceedings 2026

Professional public servants (PSs) including police officers, postal workers, and government tax office and DMV employees interact face-to-face with citizens/persons of interest (POIs), in encounters that are frequently recorded using mobile phones and publicized on platforms such as YouTube.com. Building on our observations about recurrent PS–POI scripts and LLM-supported analysis, we develop five grounded propositions linking enacted scripts to existing theory. The propositions focus on describing early turn-taking asymmetry, the importance of sequential detail beyond-shallow analysis, the predictive role of script recurrence, the value of rich, script-based role-play, and the potential of narrative-intelligence databases for institutional learning. Instead of treating …

Ai-Based Multi-Dimensional Coding Of Cancel Culture: Opportunities And Limits Of Llm-Based Categorization, Sairah Abraham, T. Andrew Poehlman

AMTP Proceedings 2026

Large-scale qualitative coding is a bottleneck in marketing research, especially for complex, multi-level phenomena like corporate cancel culture. This paper uses over 100 well-known cancellation events as a testbed to evaluate whether GPT can act as a reliable, low-cost “independent rater” for rich categorical schemes. We develop a multi-dimensional coding framework (trigger locus, controversy source, social issue, moral foundation, and target level) and implement a staged GPT pipeline: zero-shot prompts benchmarked against human “gold standard” coders, scaled to larger samples, then extended with few-shot prompting and fine-tuning for harder constructs such as moral foundations. We compare GPT variants and roles, …

Collaborative Ministry Leadership: A Mixed-Methods Study Into The Application Of Collaborative Leadership In United Pentecostal Churches In The Southeastern United States., Omar A. Williams

Doctor of Ministry (DMin)

This dissertation examines how collaborative leadership, grounded in theological and practical applications, impacts ministry effectiveness in United Pentecostal Churches (UPCI) in the Southeastern United States. It employed a mixed-methods design, with in-depth qualitative interviews conducted with twelve senior UPCI pastors, and quantitative surveys administered to 63 members of their core leadership teams. Although collaborative leadership is a widely held ideal in ministry, a gap often exists between its theory and its practical implementation. The findings reveal a significant convergence in the relational, visionary, and developmental dimensions of collaboration. The pastors are theologically committed to rejecting autocratic models. They are perceived …

The Mental Advantage: The 10 Disciplines That Separate The Elite From The Average, Scott Williams

Doctor of Strategic Leadership (DSL) Capstone Abstracts

Title of Project

The Mental Advantage: The 10 Disciplines That Separate the Elite from the Average

Defense Date

April 1, 2026

Candidate Name

Scott Williams

Personal Email Address

[email protected]

First Advisor

Dr. Joshua Henson, PhD

Second Advisor

Dr. Michael Steiner, PhD

DSL Final Project Abstract

Project Type

This project was a book manuscript designed to develop and present a practical leadership framework for high-performance individuals and organizations.

Project Overview

This project explored the concept of Elite Mental Execution™ as a structured framework for understanding and developing high-performance leadership. Drawing from nearly three decades of professional experience in leadership, executive coaching, …

The Discovery Map Retreat, Kimberly Kay Bland

Doctor of Strategic Leadership (DSL) Capstone Abstracts

Title of Project: The Discovery Map Retreat

Defense Date: 3-1-2026

Candidate Name: Kimberly Kay Bland

Personal Email Address: [email protected]

First Advisor: Dr. Jolene Erlacher

Second Advisor: Dr. Debra Dean

DSL Final Project Abstract

Project Type: 2-Day Retreat

Project Overview: The capstone project focused on designing, developing, and facilitating a 2-day retreat for high-achieving women aged 38-55 experiencing burnout, exhaustion, or a sense of being stuck. The retreat is structured around reflection, the power of questions, and self-awareness, supporting authentic self-discovery in talents, passions, and values.  Through coaching, reflective exercises, group dialogue, and experiential learning, participants will engage in a process …

Reexamining Consumer Memory In The Age Of Artificial Intelligence, Suwakitti Amornpan, Sasawan Heingraj, Manisha Mathur

AMTP Proceedings 2026

This conceptual paper reexamines consumer memory in the age of artificial intelligence (AI) by proposing a comparative framework of memory practices across three eras: pre-technological embodied memory, technologically mediated memory, and AI-mediated memory co-creation. We argue that generative AI transforms memory from a primarily archival practice into an interactive, generative, and sometimes synthetic process. Drawing on consumer research, psychology, and media studies, we develop a trichotomy of memory practices along key dimensions, including primary memory artifacts, mode of validation, emotional logic, friction in remembering, and identity implications. We theorize how AI’s participation in memory reconstruction reshapes consumer behavior in practice, …

From New Orleans To Orléans: How Perceived Connections Shape Destination Image, Hilmi A. Atadil, Helena F. Allman, Erol Pala, Qiulin Lu, Alison J. Green, Felicia N. Morgan

AMTP Proceedings 2026

Have you ever enjoyed a dish so much that it sparked an interest in experiencing the place where it was originally created? Culinary encounters may spark interest in distant destinations, but broader cultural, historical, and symbolic meanings often drive this interest through perceived connections. For example, exposure to French-influenced cuisine in New Orleans may draw individuals to France, driven not only by culinary authenticity but also by historical ties to Orléans. Grounded in social exchange theory, this study pursues two objectives: (1) to examine the underlying dimensions of perceived connections between destinations, and (2) to assess how these dimensions influence …

A Parsimonious Model Of Social Crm And Reciprocal Social Media Behaviors Among Colombian Consumers, Ainsworth Anthony Bailey Phd, Carolyn M. Bonifield Phd, Juliana Villegas Phd, Alejandro Arias Phd

AMTP Proceedings 2026

The current study explored Colombian consumers interactions and engagement with marketers on social media and the outcome of those interactions and engagement. In particular, the study explored the impact of marketers' support for social media interactions on perceived social customer relationship marketing (SCRM) commitment and consumer satisfaction, as well as their impact on eWOM and consumer social media engagement. The study's model had social exchange theory, commitment-trust theory of relationship marketing, and the S-O-R framework as theoretical underpinnings. Data to test the model's nine (9) hypotheses were collected by survey from among Colombian consumers. Analysis showed support for eight of …

Thirty-Five Years Of Positioning Research: A Bibliometric Review Of Master's And Doctoral Dissertations, Charles Blankson, Wendy Chen

AMTP Proceedings 2026

This paper presents a bibliometric review of 39 master's and doctoral dissertations on positioning, defended at various universities between 1989 and 2024. Using systematic searches and content analysis, the study identifies major theoretical, methodological, and content patterns and trends in positioning research. Findings indicate a sharp rise in the number of dissertations on the concept of positioning over the past 25 years, with most work concentrated in Western institutions and heavily oriented toward brand and product-based applications. Content analysis reveals that most dissertations focus on managerial or applied perspectives, while few engage with positioning theories and digital contexts. Methodologically, earlier …

A Model For Professional Organization Membership Support: Trust, Commitment, Membership Value, And Relationship Quality Commitment, Shawn F. Clouse, Nader H. Shooshtari, Simona Stan, Liz Kohl

AMTP Proceedings 2026

Members of professional associations join these organizations for reasons that include benefits and services to members, advocacy and lobbying on behalf of members and their interests, networking opportunities, and a sense of community and identification with fellow association members. Members are likely to commit to the association and remain as members to the extent they are satisfied with what the association provides and if they perceive the benefits to exceed the costs (not just monetary) of membership. This survey of members of a professional association investigates the relationship between trust, relationship quality commitment, membership dues value and commitment (normative, affective, …

Evaluating The Role Of Social Media And Consumer Preferences In The Food Truck Industry, David Farabaugh, Kayla Weslager, Noah Kohan, Anthony George

AMTP Proceedings 2026

This study examines how a mobile food business, specifically a local food truck operating throughout Cambria County, Pennsylvania, can use market insights and strategic marketing to attract new customers and maintain a loyal following. As food trucks continue to grow in popularity and competition increases, offering good food alone is no longer enough to stand out. Instead, success often depends on delivering a memorable overall experience, including efficient service, convenience, brand personality, and consistent customer engagement. Using the featured food truck as a case example, this research analyzes customer preferences, travel patterns, and the influence of social media platforms such …

Coping Under Constraint: How Consumer Vulnerability And Caregiver Status Shape Food Choice And Well-Being, Kerry-Ann V. Forbes, Prachi Gala

AMTP Proceedings 2026

Caregiving is a chronic and understudied form of consumer vulnerability that reshapes everyday decision-making, particularly in food contexts. This research conceptualizes caregiving as a sustained role-based vulnerability. It proposes a moderated-mediation model in which consumer vulnerability influences coping strategies that subsequently affect food choice and consumer well-being. Drawing on the Theory of Planned Behavior, Coping Theory, and Transformative Consumer Research, the study examines how caregiver status (familial, professional, or non-caregiver) serves as a boundary condition that shapes these relationships. A three-phase mixed-methods design is employed: qualitative interviews to refine constructs, a survey–experiment to test the moderated-mediation model, and an experimental …

Dressed For Judgment: What Should Celebrities Wear To Court?, Alaina Jean, Emily Lesmes, Hyunju Shin

AMTP Proceedings 2026

This project explores consumers’ perceptions of celebrities facing criminal charges based on their choice of outfit. On the basis of Weiner’s attribution theory, we argue that when celebrities facing criminal charges are attired in traditional/professional outfits such as a black suit for males or a black knee-length dress for females in court compared with non-traditional/casual outfits such as a casual shirt with a defiant print and sneakers, consumers are likely to infer their remorse for their wrongdoings, which in turn may lead to more favorable attitudes toward the celebrity and higher forgiveness intentions. This research expands understanding of how consumers’ …

Consumer Insights About Art Workshop And Art Boutique Preferences, Lucia M. Johnson, Richard Kaminski, Megan E. Marlin, Craig B. Joyner

AMTP Proceedings 2026

This research explores customer preferences, the effects of local demographics, purchasing habits, and the impact of social media platforms in driving customer engagement and loyalty. By surveying consumers, the study identifies the key qualities necessary to further engage potential and return customers, including pricing, location, and accessibility. The findings suggest a deep appreciation for creating artwork rather than buying artwork, distinct social media opportunities through the utilization of apps such as Instagram, Pinterest, and TikTok, as well as focusing their current offerings while broadening and segmenting their marketing initiatives. However, the study also notes limitations such as a convenience-based sample …

Bias In Generative Ai: Amplified Stereotypes And Their Impact On Decision-Making, Jaymo Kim, Mi Zhou, Vibhanshu Abhishek, Tim Derdenger, Kannan Srinivasan

AMTP Proceedings 2026

This study examines bias in generative AI through an analysis of approximately 8,000 occupational portraits created by Midjourney, Stable Diffusion, and DALL·E 2. We document significant underrepresentation of women and Black individuals compared to real-world benchmarks. The research identifies two primary manifestations of bias: systematic gender and racial disparities, and subtle biases in facial expressions that influence perceptions of competence and trustworthiness. Through an iterative "Creative Lab" involving a fictional brand, we employ a three-phase experimental design to test whether AI disclosure labels—as proposed in the AI Disclosure Act of 2023—can mitigate the impact of these biases on consumer evaluations. …

Consumer Insights About Wood Pellets And The Heating Industry, Marlana Krug, Camille Gagnon, Harrison Synder, Ashton Rounsley

AMTP Proceedings 2026

This study investigates consumer purchasing behaviors and decisions within the wood pellet and heating industry with a focus on Central Pennsylvania. Research examined the decisions behind heating sources, pellet retailers, and pellet vendors. These findings are focused on understanding the purchasing habits of consumers, preferred retailers, and other considerations that influence pellet choice. Gaining an understanding of these purchasing choices and heating options is essential for improving marketing strategies. The Customer Engagement Theory served as the theoretical framework for this research, while the survey used quantitative questions to conduct and gather data on household decision-making.  Overall, the findings highlight the …

Running On Empty: How Burnout Derails Customer Delight And Sales Performance In Road Warrior Salespeople, Charshae L. Marshall-Phillips

AMTP Proceedings 2026

In an increasingly competitive marketplace, firms rely on customer delight for success. The physical and emotional toll on “Road Warrior” salespeople often acts as a barrier to this goal. This research proposes a model connecting antecedents (burnout) and outcomes (sales performance) via the salesperson's ability to create customer delight.

Employing a quantitative design with B2B salespeople traveling over 50% of the time, Structural Equation Modeling (SEM) is used to test hypothesized relationships. It is hypothesized that emotional exhaustion negatively impacts the capacity to create delight, subsequently lowering sales performance. Crucially, sales manager support is expected to moderate this relationship, acting …

Understanding The Benefits Of The Choice Of Free Gifts In Consumer Sales Promotions, Atmadeep J. Mukherjee, Ronn J. Smith, Scot Burton

AMTP Proceedings 2026

Free gifts associated with a focal product have long been recognized as one effective form of sales promotion that is valued by consumers. However, in recent years, in contrast to offering a single fixed free gift to consumers, some marketers have begun to offer consumers the choice among several possible free gifts. In this research, consumer responses to the choice of a free gift are compared to the offer of a single fixed gift. We show how the choice offered to consumers attenuates greater risk associated with the promoted focal product and how the choice can reduce unfavorable effects of …

Human Advisors Or Ai Algorithms? How Loneliness And Age Impact Trust In Consumer Evaluations Of Services, Kevin Newman, Ainslie Schultz

AMTP Proceedings 2026

This research investigates how loneliness and age shape trust and consumer evaluations of services that provide personalized advice through human versus Artificial Intelligence (AI) recommenders. Across three experimental studies, our findings show that loneliness increased trust and consumer evaluations for services using human- (vs. AI-) based) recommenders among younger adults, but this pattern reversed among older, more lonely adults. Among these individuals, loneliness led to more positive consumer evaluations of a service using an AI-based (vs. human) recommender. Guided by the Evolutionary Theory of Loneliness (Cacioppo & Cacioppo, 2018), these findings suggest that younger lonely consumers exhibit approach motives …

Out Of Everything: Consumer Response To Extreme Scarcity, Melodie Philhours, Courtney Peters, John E. Mello

AMTP Proceedings 2026

Product shortages often evoke strong emotional reactions and subsequent behavioral responses that can amplify market disruptions. This research explores consumer behavior during two high-profile shortage events: the 2012 and 2020 U.S. ammunition shortage and the COVID-19 pandemic’s staple goods shortage. Using a comparative qualitative case study design, this research develops a psychologically grounded process model to explain how perceived scarcity can trigger emotional arousal, overreaction, and persistent marketplace behaviors. Drawing from reactance and self-determination theories, this research reveals how threats to autonomy, competence, and relatedness lead consumers to engage in coping tactics such as panic buying, hoarding, extended search, and …

Determinants Of E-Waste Recycling Intentions Among Us And Uk Consumers, Catherine A. Roster

AMTP Proceedings 2026

The amount of e-waste generated globally is rising faster than e-waste recycling rates and represents a danger to the environment and humans. The objective of this study was to investigate determinants of e-waste recycling intentions among a representative sample of 1,050 adult consumers from the US and the UK. Cross-national differences were also examined. A model integrating factors drawn from the theory of planned behavior and value-belief-norm theory was tested using PLS-SEM. Findings showed that values, awareness of consequences, ecological self-identity, and ascription of responsibility influenced personal norms toward e-waste recycling, and that personal norms partially mediated relationships between these …

Mindset Matters: How Growth And Fixed Mindsets Shape Consumer Adoption Of Ai, Myungjin Smale, Yuri Martirosyan, Hui Zhang

AMTP Proceedings 2026

This research examines how individuals’ mindsets shape their use of generative AI (gen AI). In a study with 348 undergraduate students, participants imagined writing a graduate school Statement of Purpose and indicated whether and how they would use AI tools. Among participants who indicated they would use AI, fixed-mindset students were more likely to rely on AI for brainstorming tasks, such as idea generation, whereas growth-mindset students were more likely to use AI for writing aids, such as grammar or spell checking. A significant interaction emerged between mindset and AI use type on anticipated guilt: growth-mindset students anticipated greater guilt …

Perceived Authority Of Ai-Generated Videos And Consumer Vulnerability, Kungpo Paul Tao

AMTP Proceedings 2026

The rapid integration of artificial intelligence (AI) into social media has transformed how consumers watch, interpret, and engage with video content. While AI-driven personalization enhances engagement, the growing realism of AI-generated videos blurs the boundary between authentic and fabricated content, increasing consumer vulnerability. This study examines how creativity influences consumer attention, interpretation, and interaction with AI-generated videos, and how it moderates the relationship between perceived authority and consumer engagement. Using secondary data collected from YouTube, the study analyzes publicly available AI-generated videos and user responses, including engagement metrics and comment-based sentiment indicators. The findings reveal that most consumers struggle to …

Emotional Exhaustion In Entrepreneurs: The Role Of Family Support, Coping Strategies, And Cultural Moderators In Shaping Venture Success And Work–Family Spillovers, Franklin Velasco, Cintya Lanchimba

AMTP Proceedings 2026

Entrepreneurs operate at the intersection of intense business demands and family responsibilities, making them particularly vulnerable to emotional exhaustion—a condition that undermines both venture performance and family wellbeing. This study examines how instrumental family support and maladaptive coping strategies shape emotional exhaustion among entrepreneurs, and how such exhaustion influences economic performance and cross‑domain spillovers between work and family. Drawing on data from 1,495 entrepreneurs and tested through Structural Equation Modeling, the findings reveal that family support significantly reduces emotional exhaustion, whereas maladaptive coping amplifies it. Cultural values centered on achievement moderate both effects, weakening the benefits of support and exacerbating …

Cute, Collectible, And Contagious: Understanding The Starbucks Bear Cup Phenomenon, Natalya Vodopyanova

AMTP Proceedings 2026

This study examines the Starbucks Bear Cup phenomenon to understand how identity expression, scarcity perceptions, and fear of missing out (FOMO) shaped consumer engagement during a highly publicized limited-edition product drop. Using Consumer Culture Theory and scarcity/FOMO frameworks, the research investigates how consumers constructed meaning around the Bear Cup through social media displays, community rituals, and symbolic participation. A qualitative content analysis of Instagram posts revealed five dominant patterns: celebratory acquisition posts, expressions of scarcity frustration, curated identity displays, community interaction, and creative substitution using bear-shaped alternatives. Findings show that consumers used the cup as a vehicle for identity signaling …

Marketing Mindsets Abroad: A Longitudinal Qualitative Study Of Reflective Learning, Brand Meaning-Making, And Career Readiness In An Oxford-Based Study Abroad Program, Kari Wood, Kelly La Venture

AMTP Proceedings 2026

Marketing education faces a persistent transfer challenge; students may master concepts yet struggle to apply them in judgment, ethics, and persuasive communication in ambiguous contexts. This study reports early findings from a longitudinal qualitative case study of EuroSpring, an Oxford-based study abroad program that integrates cultural heritage learning with progressively stronger marketing experiences. Data include weekly reflections and course artifacts from two cohorts: 2024 (n = 15; heritage emphasis) and 2025 (n = 13; marketing-integrated commerce experiences including Harrods, Cadbury World, Borough Market, and an Indian Motorcycle heritage brand experience at Krazy Horse). Using reflexive thematic analysis, students framed place …

Consumer Willingness To Pay In The Metaverse: A Case Of Digital Vs Phygital, Shivam Agarwal, Jaehoon Lee, Umair Usman

AMTP Proceedings 2026

This research examines how brand strategy influences consumer willingness to pay for digital fashion in the Metaverse, focusing on differences between digital-only and physical-first (phygital) brands. Grounded in the Theory of Consumption Values, the study investigates the role of emotional value in shaping consumer behavior. Across five experimental studies (N > 800), results consistently show that consumers exhibit higher willingness to pay for phygital brands compared to digital-only brands. This effect is driven by enhanced emotional value, as phygital offerings connect virtual consumption with consumers’ real-world self-concept, increasing perceived authenticity. Mediation analyses confirm emotional value as a key underlying mechanism. Furthermore, …

Consumer Protest In A Hyperconnected World, Cara Lewis Levin, T. Andrew Poehlman, Angeline Scheinbaum

AMTP Proceedings 2026

Consumer protest in various forms—boycotts, negative word-of-mouth, brand sabotage—has largely been theorized within an “old” broadcast model of marketing, where firms spoke one-to-many and controlled most brand-related discourse. In contrast, today’s “hyperconnected” model embeds brands in dense human–technology networks, where social media, microtargeting, and always-on feeds shape how brands enter people’s lives and how protest unfolds. This paper argues that the informational substrate shift from broadcast to hyperconnectivity requires a fundamental rethinking of consumer protest. We first contrast the broadcast and hyperconnected models, then outline hyperconnectivity’s implications at the firm, consumer, and societal levels. We then revisit canonical constructs (e.g., …

The Effects Of Covid 19 Job Demands On Public Sector Employees’ Organizational Commitment: The Mediating Roles Of Work Engagement And Job Burnout, And The Moderating Role Of Supervisor Support, Benjamin R. Kaufman

Psychology Theses & Dissertations

United States citizens rely on state government employees to provide essential public services. During the COVID-19 pandemic, these employees responded by administering both routine and novel procedures to protect public health, often placing them on the frontlines and at increased risk of contagion. Concurrently, the pandemic-driven economic downturn created budget shortfalls that threatened the job and financial security of the state workforce. Together, these conditions substantially increased job demands for state government employees.

Guided by the Job Demands–Resources (JDR) Model, this study examined how COVID‑19-related job demands influenced state employees’ work engagement, job burnout, and organizational commitment, and whether supervisor …

The Impact Of Counterfeit Luxury Bags On Brand Value And Consumer Perception, Mckenna Steinau

Undergraduate Theses and Capstone Projects

With the rise of technology and innovation in the 21st century, the luxury market, more specifically the luxury handbag market, is shifting due to a rise of counterfeit products. These counterfeits are no longer cheap knockoffs that are simple to tell they are fake, but rather are high quality “superfakes”. Superfakes give consumers access to the luxury appearance and persona without the full cost, which is where the appeal lies. This challenges leaders of the luxury handbag market, such as Chanel, Gucci, and Goyard, as it negatively affects their exclusivity, authenticity, and brand value. Since resale and counterfeits blur the …