Digital Commons Network^™

Nostalgia As A Tactic For Marketers: The Use Of Retro Marketing To Entice Consumer Purchase, Cortnee Y. Bunch

AMTP Proceedings 2022

In marketing, nostalgia involves linking a product, service, or brand to the past to create an emotional connection. While it has existed in marketing positioning for some time, it has become a strategy that marketers can take advantage of through retro marketing. Retro marketing involves relaunching a product or service brand from an earlier period, by using familiar packaging or product designs, to evoke a nostalgic connection among consumers (Brown et al., 2003). Through the effective use of brand attitude, product experience, and brand preference, companies small and large can use retro marketing to create a competitive advantage and entice …

The Application Of Kahneman’S Concepts To Marketing Police In Ontario, Canada, Pritpal Thind, Steve Lemay, Dave Mcmahon

AMTP Proceedings 2022

Marketing concepts are rarely applied to policing, although for most modern societies it is an essential function and part of the social contract between governments at all levels and the publics they serve. In this paper, we look specifically at how marketing concepts apply to policing in Ontario, Canada. We frame our examination with concepts like the halo effect, the availability effect, and other ideas outlined by Kahneman (2013).

Investigating Consumer Choice Criteria For Free Services, Samer Elhajjar, Shaheen Borna, Russ Wahlers

AMTP Proceedings 2022

Behavioral sciences recognize the following steps in the consumer purchase decision process: recognition of a problem or a need, search for information, alternative evaluation, purchase decision, and post-purchase evaluation. There is a plethora of research related to the aforementioned consumer decision-making process. The unanswered question in the marketing literature is: what changes, if any, in the consumer's decision process will be observed if they can obtain the product free of charge. Results of our study indicate that when consumers are spending their money on themselves, they are very careful and want to get the most for their money. On the …

Event-Related Potentials Differentiate Gender-Based Responses To Brands, William J. Jones, Kelene A. Fercho, Lee A. Baugh

AMTP Proceedings 2022

Despite significant advances in scholarship at the intersection of gender and neuroscience, marketing scholars have failed to capitalize on these developments. This research seeks to fill a gap in the literature by examining brain-related responses to brands as a function of gender using event-related potentials (ERPs), which employs time-locked electroencephalographic (EEG) data. Thirty-three participants (17 female) made evaluations of clothing brands and clothing articles, individually and combined, while their preferences and brain-related data were recorded. Results reveal a gender-based dissociation in the time course of product-brand evaluations and offer new insights for gender selectivity theory.

“Just Hanging With My Friends”: U.S. Latina/O/X’S Perspectives On Parasocial Relationships In Podcast Listening During Covid-19, Arthur D. Soto-Vasquez, Olga Vilceanu, Kristine Johnson

AMTP Proceedings 2022

There is a need to delve into major subgroups among Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial dynamics with podcasts in the context of young Latina/o/x podcast listeners experiencing the COVID-19 lockdown. The conceptual acronym EASY (Engaged Experience, Accessible Authenticity, Socialization in Solitude, and Youth and YouTube) was developed to interpret pandemic listening amount Latina/o/x podcast users.

Human Chefs Cook More Calories: The Impact Of Human (Vs. Robotic) Food Producer On Calorie Estimation, Wenyan Yin, Yanliu Huang, Cait Lamberton

AMTP Proceedings 2022

This research explores how the production mode (human-made vs. robot-made) has an impact on calorie estimation for vice and virtue food. Across 3 studies, we find that healthy food is inferred to have more calories when it is produced by a robot than by a human whereas the effect is reversed for unhealthy food. Unhealthy food produced by a human is estimated to have more calories than the counterpart.

From Customizing Products To Possessive Bonds: The Role Of Consumer Involvement And Consumer Privacy Concern, Hua Chang, Lingling Zhang

AMTP Proceedings 2022

Despite the prevalence of customized products and service in the marketplace, little research has examined the impact of customization on consumers. The current research investigates the role of brand customization on consumers’ brand relationship and brand attitude. The findings from two experiments demonstrate that consumers with high involvement (vs. low) will have more positive brand relationship and brand attitude. In addition, consumer’s privacy concern moderates this relationship such that the identified positive effect exists only for those with a low privacy concern.

The Need For Non-Market Strategy: Epistemic Communities, Globesity And The Marketing Of Fast Food, Amit Mukherjee, Naz Onel

AMTP Proceedings 2022

Our preliminary research indicates the gradual coalescence of several disparate pressure groups into an epistemic community on the issue of curbing marketing practices in the quest for global obesity control. The epistemic community has converged on the WHO as the most receptive political venue and is engaged in information politics, symbolic politics, leverage politics, and accountability politics in its attempt to guide the WHO toward the path of a global regulatory regime on the marketing of fast food.

An Exploration Of How Having A Materialistic Value Is Related To An Environmentally Sensitive Personality., Sooyeon Choi

AMTP Proceedings 2022

This study aims to examine how having materialistic value is related to an environmentally sensitive personality. The proposed model has been empirically tested using the survey data collected from 150 consumers in the United States. The results showed that different aspects of materialism have a different effect on pro-environmental belief and attitude, indicating the potentially complex implications of materialism on sustainable practices.

College Sport Ethics: Moral Versus Consequentialist Drivers Of Student Ethics In Sport Activities Extended Abstract, Arturo Z. Vasquez-Parraga, Miguel A. Sahagun, Jason Flores

AMTP Proceedings 2022

This study aims at explaining why college students cheat in sport activities. Knowing what induces students to cheat from their own rationale for cheating is the first objective and uncovers the first gap. Understanding how students solve ethical dilemmas in general and how such routine is applied to sport activities is the second objective and leads to visualize the second gap. Based on empirical research, this study evaluates the competing roles of morality or deontological norms and the consequences or teleological norms in the formation of ethical judgment and ethical intentions (Hunt and Vitell, 1986). Previous research shows that the …

Slogans As Persuasive Accelerants Of Electronic Word-Of-Mouth Communication: A Preliminary Conceptual Model, Theo Lynn, Pierangelo Rosati, Charles M. Wood

AMTP Proceedings 2022

Brands have been conceptualized as being made up of three different components: name, logo and slogan (Keller 1993, Dass, Kumar, Kohli, & Thomas, 2014). Slogans are short, memorable phrases that are often used to sign off on advertisements. They characterize a large proportion of brand advertising and are designed to attract consumer attention, crystallize brand positioning, increase advertising memorability, and improve brand affinity (Keller, 1993). Slogans have been part of our world for millennia, and a staple in the advertising world since its inception. Less complex messages – i.e., slogans – have been associated with improved advertising effectiveness (Lowrey 1998). …

When The Going Gets Tough: Motivations Of Customer Helpers’ Further Green Helping Behavior Intentions, Estelle Van Tonder, Boitshepo Cl Mkhondo, Christo Bisschoff, Sam Fullerton

AMTP Proceedings 2022

Environmental conservation is a global concern. Consumers may contribute by persuading their reluctant peers to support green purchasing, but these influencers need to persevere when their advice is not followed. This study provides more insight into the cognitive, affective, and behavioral factors influencing further green helping behavior intentions. Survey data were collected from 452 green product supporters who previously advised someone about green purchasing behavior. Six hypotheses were tested using structural equation modeling and bootstrapping. Affective commitment toward fellow customers and green helping behavior in general influences further green helping behavior intentions. Subjective norm and perceived behavioral control only have …

Mothers With Empty Arms: Marketing, Stigma, And Bereaved Mothers, Elizabeth A. Minton, Carissa Anthony, Cindy Xin Wang, Alexa Fox

AMTP Proceedings 2022

Despite over one-quarter of females suffering baby loss, there is virtually no research in marketing examining the devastating impacts of such loss from a consumer standpoint. There are incredible stigmas that overshadow these vulnerable consumers and understanding how marketing helps and hurts consumers post-loss in the marketplace is of critical importance. Through 30 in-depth interviews with bereaved mothers in the U.S. (specifically mothers who lost a baby during pregnancy or within one year after birth), this research builds off stigma theory to shed light on the consumer journey post-loss in an effort to bring these consumers what they desire – …

An Assessment Of Burnout Among Graduate Students In Health Professional Programs, Svanhild B. Hansen, Thomas Virden

International Journal for the Scholarship of Teaching & Learning

Objective: To measure the level of burnout among graduate students in health professional programs. A comparative analysis was used to explore differences in burnout scores among the participating programs.

Methods: The Copenhagen Burnout Inventory (CBI) was distributed to students at two Universities with a focus on health professional educations. We assessed for demographics such as gender differences, and added an additional scale aimed at measuring school-related burnout.

Results: Burnout and program dissatisfaction were positively correlated. Students in their third year reported the highest burnout scores, with the pharmacy program reporting the highest scores of burnout across all the programs participating. …

The Effect Of Flipped Instruction On Special Education Preservice Teachers' Perceptions, Cynthia C. Massey, Selcuk Dogan, Edward Anthony Muhammad, Eric Hogan, Cindy N. Head, Jackie Kim

International Journal for the Scholarship of Teaching & Learning

This study analyzes the flipped instruction model used in three special education educator preparation courses to examine which components preservice teachers perceived most contributed to their content knowledge, motivation, and engagement (n=50). Weekly pre-class asynchronous assignments included the use of educational technology tools such as an interactive e-textbook site, Perusall, and online academic activities such as Khan Academy to strengthen their content knowledge. This allowed more time for a student-centered approach during synchronous instruction to incorporate tools such as Nearpod, Pear Deck, Flipgrid and digital badges to strength-en their motivation and engagement. Data were collected through a post-course survey; results …

Gender Identity, Sexual Orientation, And Mood Disorder Symptoms: The Moderating Role Of Parent-Child Religious Congruence, Jasmine Swann

College of Graduate Studies: Theses & Dissertations

This study sought to understand the factors related to increased symptoms of stress, anxiety, and depression among Sexual and Gender Minority (SGM) individuals. It is common for religious beliefs and Sexual and Gender minority ideals to clash. In the case of parent-child relationships, it is important to determine how the congruence of beliefs between parent and child may moderate mood disorder symptoms. A convenience sample of 271 individuals (46.5% identifying as a Gender and/or Sexual minority) completed an online survey. Participants provided information about their religious congruence with their closest parental or guardian figure and completed measures of current depression, …

Sexual Minority Stress And Mental Health: An Investigation Of Rural-Urban Differences In Social Support, Justin T. Miller

College of Graduate Studies: Theses & Dissertations

As mental health disparities and discrimination facing the LGB (sexual minority) community continues to come into public focus, researchers and clinicians are moving toward identifying LGB-specific mental health interventions to support well-being efforts within this population. Furthermore, much of the current literature on sexual minority mental health is focused on predominantly urban samples failing to consider the sociocultural impacts of living in low resourced and geographically isolated regions of the United States (US). To this end, social support is a promising prevention factor, but few studies to date examine its influence on different minority stress models. As such, the current …

Development Of A New Measure To Assess For Poverty-Based Stress: The Poverty-Based Stressor Scale (Pbss), Brianna N. Allen

College of Graduate Studies: Theses & Dissertations

Poverty, typically measured by economic well-being or depravation, is the result of systemic flaws built into the structure of society that adversely impact multiple dimensions of health and well-being. The specific stressors that disproportionately impact low-income individuals are called poverty-based stressors, and they encompass multiple categories of risk including physical, psychosocial, and financial risks. Currently, there is not an adequate measure of poverty-based stressors for low-income adults in the United States (U.S.), which restricts our ability to accurately determine the effects of poverty on important health-related outcomes. The purpose of this dissertation was to develop a psychometrically sound measure of …

Examining The Utility Of Hope Interventions To Mitigate The Effect Of Discrimination On Distress In African Americans, Sunia H. Choudhury

College of Graduate Studies: Theses & Dissertations

Hope is a positive psychology resource that utilizes one’s perceptions of strengths to create clear goals, produce multiple pathways to reach goals, overcome barriers, and generate the energy needed to pursue goals by increasing positive affect and satisfaction, while reducing negative problem orientations (Magyar-Moe, 2014). Hope interventions also significantly reduce psychological distress (Rustøen, Cooper, & Miaskowski, 2011). Discrimination is a significant barrier to quality of life for African Americans (Bilkins, Allen, Davey, & Davey, 2016). Discriminatory experiences increase levels of distress (Brown, et al., 2000). However, it is unknown if hope interventions can protect African Americans against distress caused by …

Stress, Stress Appraisal And Coping In Athletic Trainers During The Covid-19 Pandemic, Lawson Holton

College of Graduate Studies: Theses & Dissertations

Introduction: There have been many studies conducted on the stress and mental health of frontline healthcare workers (HCWs) over the past months since the COVID-19 pandemic began. Very limited literature has examined the effect of the pandemic on athletic trainers (ATs). Objective: The aim of this investigation was to examine the stress, stress appraisal, and coping measures of ATs during the COVID-19 pandemic. Methods: Participants were recruited members from the National Athletic Trainers’ Association (NATA). The Perceived Stress Scale-10 was used to measure stress, the Stress Appraisal Measure was used to measure stress appraisal, and the Brief COPE was used …

Counterstories Of High School Black Males And Their Experiences Of The Mainstream Curricula, Kayla Turner

College of Graduate Studies: Theses & Dissertations

This is an inquiry into the experiences Black males have with the current high school curricula. Theoretically drawing on critical race theory (Bell, 1992; Delgado, 1995; Dixson & Rousseau, 2006; Ladson-Billings, 2009; Solórzano & Yosso, 2001, 2004), I explore how high school Black males’ suggestions and ideas can be used to shift the current curricula to a curricula that is more culturally sustaining. I challenge deficit research on Black male learners by focusing on the educational successes of Black males. Methodologically, I utilize counterstorytelling (Delgado, 2017; Solórzano & Yosso, 2002) to illustrate the experiences of three academically successful high school …

American Performance: Artistic Experience And The American Dream, Savannah M. Barrow

College of Graduate Studies: Theses & Dissertations

The American Dream was first epitomized by Benjamin Franklin in his Autobiography (1791), in which he instructs his fellow citizens on how to procure the American promises of social mobility and economic prosperity. However, the moral and social performances reinforced by Franklin’s recipe-for-success promote an ideological system that prevents marginalized communities such as women, immigrants, and people of color, from procuring the Dream’s most foundational features. Inequitable access to the Dream is a theme revisited throughout American literature, wherein disenfranchised characters consume the aspirational narrative of American social mobility through art, media, and propaganda. This essay tracks the representation of …

The Role Of Motivation In Community Partner Perceptions Of Service-Learning, Jayda P. Felder

College of Graduate Studies: Theses & Dissertations

The current study sought to determine how community partners’ varying motivations for participating in collegiate service-learning programs relates to their perceptions of service-learning. Prior research has demonstrated a plethora of positive outcomes for students who partake in courses with service-learning requirements, but research investigating the outcomes for the organizations that host these students is less common, and research investigating the link between their motives and perceptions is nonexistent. Based on this gap in the literature, the quantitative, evidence-based Perceptions of Service-Learning Scale was developed for the current study to assess how community partners perceive their experiences with service-learning across four …

Perceived Student Gains Associated With Peer Tutor And Supplemental Instruction Leader Experiences, Rebecca Cofer

College of Graduate Studies: Theses & Dissertations

This study explored the peer tutor and Supplemental Instruction (SI) Leader experiences in the campus learning center, as seen through the perceived gains in three subcategories: 1) academic performance and learning, 2) non-academic skillsets, and 3) self-confidence and fulfillment. The peer tutor and SI Leaders surveyed in this study had experience in either one or both of these peer educator roles and came from institutions across the nation. In this quantitative study, participants completed a three-part, researcher-created survey that allowed for Likert-scaled responses along with open-ended responses and concluded with demographic items. The major findings from this study showed a …

Capitalizing On Stress: Improving Affect And Self-Efficacy Through An Arousal Reappraisal Intervention, Angel Long

College of Graduate Studies: Theses & Dissertations

Stress is a non-specific reaction to the body (Jamieson et al., 2018), defined as a feeling of tension when one’s personal resources are taxed or exceeded (Folkman & Lazarus, 1985). Coping mechanisms for stress often focus on reducing associated features (Connor-Smith & Flachsbart, 2007). However, stress can produce challenge states, mindsets where individuals perceive personal resources as greater than situational demands (Jamieson et al., 2013). Challenge states are more likely to elicit positive behavior (Jamieson et al., 2018) and improved cognitive performance (Jamieson et al., 2010). One prospective mechanism to foster challenge states is arousal reappraisal, a cognitive mechanism …

Does Insufficient Effort Responding Account For The Relationship Between Psychopathy And Social Desirability?, Logan F. Folger

College of Graduate Studies: Theses & Dissertations

This research investigated the relationship between self-report psychopathy and social desirability and whether insufficient effort responding may impact this relationship. It was hypothesized that insufficient effort responding is biasing the relationship. Therefore, the significant negative relationship between psychopathy and social desirability may approach zero after isolating insufficient effort responding data. Two studies were conducted to aid this investigation. The first study utilized the Monte Carlo method to simulate this relationship. The simulation had 1,000 trials using 1,000 participants with proportions of valid respondents ranging from 0.0 to 1.0 with increments of 0.1. The results showed that insufficient effort responding may …

Femininity Reclaiming Chivalry In The Harry Potter Series, Ashley M. Watson

College of Graduate Studies: Theses & Dissertations

This paper focuses on the reclaiming of chivalric values by female characters in the Harry Potter series by comparing them to Arthurian characters. Scholars have extensively compared the narrative of the Knights of the Round Table to the global phenomenon of the Harry Potter series, but in this paper I explore, through a feminist lens, a character comparison of the Harry Potter novels and Sir Thomas Malory’s Le Morte D’Arthur. I will show how female characters in modern literature reclaim chivalry. This is important because it exemplifies a shift in the position of women into a more active role. I …

Social Media Use And Loneliness During The Covid-19 Pandemic, Katelyn Hughes

College of Graduate Studies: Theses & Dissertations

Social media has played a prominent role in society as a safe way of communicating and connecting with friends, family, and others during the time of the COVID-19 pandemic of 2020. This study examined the general use of social media over the time of the COVID-19 pandemic and correlations with levels of loneliness, depression, anxiety, and stress in comparison to how people felt about their social media use before the pandemic. This study collected self-reported introspection on social media use during the pandemic and before the pandemic from Georgia Southern University students to compare if there are less feelings of …

Exploring Sport, Exercise, And Performance Psychology Practitioners’ Attitudes On Attire, Claire Harding

College of Graduate Studies: Theses & Dissertations

Research has revealed that attire has an influence on one’s self-perceptions, self and socially prescribed adjective traits and behavior (Adam & Galinsky, 2012; Lubker et. al, 2008; Peluchette & Karl, 2007). The present study aims to explore the influence of attire on perceptions, attitudes, and experiences of SEPP (Sport, Exercise, and Performance Psychology) practitioners during their applied work. Specifically, these factors were investigated through various demographic lenses such as gender, experience level, and age in order to describe the population. SEPP graduate students (n = 49) and early career professionals (n = 82) were asked to participate in a questionnaire, …

Sexual Victimization And Disordered Eating Among Sorority And Fraternity Members, Jennifer L. Mcginness

College of Graduate Studies: Theses & Dissertations

A clear relationship exists between a history of sexual victimization and disordered eating behaviors characteristic of anorexia nervosa, bulimia nervosa, and binge-eating disorder. Additionally, college students and more specifically, members of Greek organizations are at an increased risk of experiencing sexual victimization and developing disordered eating behaviors. However, there is a lack of research on the effect of Greek membership on the development of different types of disordered eating behaviors following sexual assault. Additionally, research has neglected to address novel disordered eating patterns, such as those characteristic of orthorexia nervosa, and the presence of these patterns following sexual assault. To …