Digital Commons Network^™

Ai Fosters Customer Co-Creation For Solo Entrepreneurs Operating Under Resource Constraints, Kamrunnahar Happy, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2026

A growing trend in the modern labor market is solo entrepreneurship or self-employment without employees. Advances in technology and the changing nature of socio-economic environments are reshaping the working environments and creating a new form of employment. (Cieślik & van Stel, 2023). This trend is particularly evident in the United States, where 5.2 million applicants filed for new businesses in 2024, with more than 80% of businesses operating without employees (Melhorn et al., 2024). Solo entrepreneurs can offer both financial and non-financial advantages. It is estimated that solo entrepreneurs earn 6.7% more than traditional employees doing a salary or wage-based …

Customer-Centricity In The Financial Services Sector: A Preliminary Look, Rhea Ingram, Katie H. Whetstone

AMTP Proceedings 2026

Financial institutions are under scrutiny as they work to rebuild consumer trust following the financial crisis. One effective approach for these organizations is to adopt a customer-centric strategy. Research indicates that businesses with a strong focus on customer-centricity tend to earn, on average, 60% higher profits than their competitors (Deloitte, 2017). While genuinely customer-centric companies are relatively rare, many organizations are in the process of transforming into a customer-centric model. This paper offers a preliminary examination of the rhetoric used by financial institutions, suggesting some progress in their customer-centric approach.

Understanding The Life Satisfaction Gap In Political Consumerism: Buycotting Vs. Boycotting, Neleen S. Leslie-Piper, La Toya M. Russell

AMTP Proceedings 2026

Drawing on approach–avoidance motivation, regulatory focus, warm-glow reward, and self-determination theory, this study examines whether political consumerism, specifically boycotting and buycotting, is associated with life satisfaction in environmental and social issue contexts. Using survey data from Prosper Insights, we compare life satisfaction across buycotters, boycotters, and indifferent consumers and examine how Big Five personality traits and demographics moderate these relationships. We predict higher life satisfaction among buycotters than boycotters, and anticipate a moderating effect of personality traits. Our findings advance marketing theory and practice by linking political consumerism to consumer well-being.

Exploring Tiktok Shop And The Correlation It Has With The Gen Z Consumers: Consumers Purchase Decisions Within The Beauty And Personal Care Product Category, Ciara A. Lewis, Richard Waters, Russell B. Clayton, Jaejin Lee

AMTP Proceedings 2026

The purpose of this paper is to understand the correlation between Gen Z consumers’ perceived level of attractiveness, credibility, trustworthiness, and relatability of a TikTok influencer and their intention to purchase beauty and personal care products from TikTok Shop. A quantitative research method was applied, using an online survey to gather data from 154 students between the ages of 18 and 27 from Florida State University. Pearson correlation analyses were used to investigate five hypotheses and one research question. Results indicated that credibility was the strongest correlation with behavioral intentions to purchase beauty and personal care products. There was a …

Do Salespeople Best Understand Market Orientation Of Their Company?, Thomas L. Powers

AMTP Proceedings 2026

The perspective of salespeople is important to consider in order to fully understand market orientation and how it influences company performance. Salespeople mediate the firm and its customers, and they are key to the successful implementation of a market orientation. A discrepancy in the perception of market orientation may exist as executives and managers may have an inherently higher assessment of market orientation than other members of the organization. In order to address this issue, the research presented in this paper examines the relationship between cultural and operational market orientation and performance from the perspective of salespeople, managers and customers.

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, …

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 Multi-Country Examination Of The Consumption Of Credit Cards, Charles Blankson, Aditi Puri, Jhinuk Chowdhury

AMTP Proceedings 2026

The credit card industry is an incredibly interconnected service sector that continues to attract scholarly attention within marketing and consumer behavior research globally (Worthington, 1994; Worthington, 2005; Blankson & Kalafatis, 2007; Steffes, Murthi, and Rao, 2011; Chiang et al., 2020). To expand, as credit cards function not only as payment instruments but also as branded services, they offer context that is extremely useful for examining motivations behind brand choice and continued usage among consumers in the international marketplace. Additionally, over the past few decades, transaction volume and credit card ownership have substantially increased. For instance, Visa, commonly recognized as one …

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, …

Ai Benefits In Education And Peer Recommendation: The Role Of Student Demographics, Haydar Cukurtepe, Musa Pinar, Faruk Guder, Aysegul Yayimli

AMTP Proceedings 2026

Artificial intelligence (AI) has rapidly expanded its use in higher education. This study investigates whether students are willing to recommend AI tools for academic purposes, given their growing use and recognized educational benefits. The specific objectives of the study are to: 1) Determine the extent to which students are likely to recommend the use of AI tools to other students for their coursework; 2) Examine whether this likelihood is correlated with perceived benefits and ethical concerns; 3) Identify whether perceived benefits and ethical concerns are significant predictors of students’ likelihood of recommending AI tools; and 4) Assess whether students’ likelihood …

The Impact Of Temporal Location On Persuasiveness, Ruiqi Dong, Yanliu Huang

AMTP Proceedings 2026

Driven by the popularity of online shopping and social media platforms, consumers’ purchase decisions are significantly influenced by reviews from other consumers. When sharing product experiences, reviewers may focus on the past or the future. However, it remains unclear how the temporal focus of reviews affects their persuasiveness. In this research, we propose that consumers are more likely to be persuaded by past-focused (vs. future-focused) reviews. This effect is explained by perceived expertise. Four studies provide convergent evidence supporting our hypotheses. This research contributes to the literature on word-of-mouth, consumer expertise, and temporal framing.

What Graduates See And What Employers Pay; Reconciling Salary Reporting And Total Compensation In Sales And Marketing, John Ertel, George Talbert Jr.

AMTP Proceedings 2026

College students frequently rely on university career centers for salary information when evaluating early-career opportunities. In sales, however, reported compensation figures often reflect base pay only and exclude performance-based earnings such as commissions and bonuses. This study uses a single-university case study to examine whether university-reported salary data for sales roles accurately represents total compensation. Institutional career center reports and national salary projections were compared with insights from employers, sales professionals, and recent graduates. Findings indicate that performance-based compensation constitutes a substantial portion of total earnings in sales roles but is frequently omitted from reported figures, leading to systematic understatement …

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 …

Pet Foodies: Trait Extension From People To Pets, Richard Flight, Cole Cline

AMTP Proceedings 2026

We propose and empirically examine a Pet Foodie trait—a measurable extension of human foodie identity into pet food consumption. Pet Foodies are theorized to show elevated enjoyment/interest, resource investment, and knowledge regarding pet nutrition and food features. Recognizing the accelerating humanization of pets, we examine whether Pet Foodies can be reliably assessed, how they relate to animal bonding and human foodie identity, and whether they respond differently to pet-food advertising.

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 …

Consumer Adoption Of Cultivated Meat: A Multi-Value Perspective Using Empirical And Synthetic Data, Wei Fu

AMTP Proceedings 2026

The global demand for meat is projected to rise by more than 70% by 2050, creating pressure on natural resources and worsening environmental challenges. Cultivated meat, produced by growing animal cells in controlled environments, offers a sustainable alternative to conventional livestock farming; however, consumers acceptance remains uncertain. This study applies the Theory of Consumption Values (Sheth, Newman, & Gross, 1991) to examine how multidimensional consumption values influence consumer’s sustainable evaluation of cultivated meat. Using both empirical survey data from U.S. consumers and a synthetic dataset generated with the same instrument, the results show that functional value (food quality), social value …

When Faces Do Not Help: Visual Design And Engagement For B2b Technology Brands On Instagram, Ali Jamei, Sima Sabahi

AMTP Proceedings 2026

Firms increasingly use visual content on social media to connect with customers, yet most evidence on what drives engagement comes from consumer or personal contexts. This study examines how simple visual features in Instagram photos posted by B2B technology brands relate to engagement, interpreted through processing fluency. The dataset contains 600 photos from 30 B2B technology brands. For each image, we record likes and comments, collect brand and post level metadata, and use Microsoft Azure computer vision tools to detect faces, classify their age group and gender, and identify the dominant background color. Negative binomial models show that the presence …

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. …

Transactional Platforms Under Goal Duality: Managing Tensions With Coordination Strategies, Nikolina Koporcic, Vesna Damnjanovic, Johan Frishammar, Vinit Parida

AMTP Proceedings 2026

While traditional transaction platforms like Airbnb emphasize economic value creation, some emerging platforms increasingly strive to pursue both economic and social goals. Balancing these dual goals creates tensions, especially in resource-constrained contexts, requiring innovative coordination strategies. Drawing on collective action theory and platform literature, we investigate how four start-up platforms pursuing dual goals manage these tensions. Using case study data from 64 interviews and extensive secondary sources, we identify six core tensions related to mission, user inclusion, scalability, operational control, community engagement, and stakeholder communication. We demonstrate how three key coordination strategies—framing, convening, and multivocality—help alleviate these tensions. Our study …

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 …

Managed Service Providers As Strategic Partners: Reframing Outsourcing Through Relational Governance And Dynamic Capabilities, Melissa N. King, Douglas Johansen

AMTP Proceedings 2026

This conceptual paper examines the strategic role of Managed Service Providers (MSPs) in the context of buyer-supplier relationships, and how MSPs create value for customers by enabling dynamic capabilities, relational governance, and organizational learning. Drawing from institutional theory, the resource-based view, and relationship marketing, the paper synthesizes literature on the supply chain’s evolution from transactional cost savings to strategic partnerships. It highlights how service providers such as MSPs, facilitate capability transfer, adaptability, and institutional alignment. This perspective is particularly salient in the post-2020 environment, where pandemic-related supply chain disruptions, renewed trade protectionism, and geopolitical fragmentation have challenged traditional assumptions underlying …

Dark Sides Of Financial Inclusion: Examining The Buy Now, Pay Later Industry, Neleen S. Leslie-Piper, Ficawoyi Donou-Adonsou, Tina Facca-Miess

AMTP Proceedings 2026

Drawing on mental accounting and dual-process frameworks, this study investigates the relationship between Buy Now Pay Later (BNPL) usage, consumer financial well-being and life satisfaction.  Using survey data from a national sample of over 5,000 American consumers, we employ structural equation modeling to analyze the associations between BNPL usage and social media buy-now-button usage, splurge purchasing, luxury brand purchasing, debt accumulation, financial security, and consumer life satisfaction.

Our results indicate that frequent BNPL usage is a significant predictor of increased social media-driven purchases and luxury consumption, as well as higher levels of revolving credit card debt. These behaviors are associated …

See Lower Price In Cart: Impact Of Consumer Knowledge On Price Obfuscation Strategies, Negin Malaki, Sajeesh Sajeesh

AMTP Proceedings 2026

This paper studies a price obfuscation strategy in which firms display pricing cues but conceal final prices, requiring consumers to take an additional step, such as adding a product to a cart, to observe the actual price. We develop a two-period analytical model with two competing firms that differ in their price disclosure strategies. Consumers are heterogeneous: knowledgeable consumers can infer prices from pricing cues, while ignorant consumers must incur search costs to obtain price information. Firms compete under four possible strategic scenarios depending on whether prices are revealed. The results show that when search and mismatch costs are low, …

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 …