Business Commons^™

The Influence Of Mating Motives On Reliance On Form Versus Function In Product Choice, Seyed Hamid Abbassi Hosseini

Theses and Dissertations in Business Administration

Through five experiments, this research examined and supported the central hypothesis that a casual mating motive promotes higher reliance on form in product evaluation and choice, whereas a committed mating motive promotes higher reliance on function. Particularly, compared to a committed mating motive, a casual mating motive was associated with the relative preference for product options superior in form attributes as opposed to options superior in function attributes (Study 1, Study 2, and Study 4). This research applied three different operationalizations of mating motives. In studies 1 and 5, contextual priming was used. Studies 2 and 3 employed chronic mating …

Essay 1: How We Feel: The Role Of Macro-Economic Sentiment In Advertising Spending-Sales Relationship; Essay 2: It Was The Best Of Times; It Was The Worst Of Times: The Effect Of Emotional Uncertainty And Arousal On Healthy Food Choices, Leila Khoshghadam

Theses and Dissertations in Business Administration

Essay 1: Controversies regarding the advertising spending-sales relationship have spawned many studies in marketing. Previous research on macroeconomic influencers of this relationship has focused mostly on objective macroeconomic indicators such as cyclical contraction and expansion. Extending these previous studies, the current research argues that sales response to advertising is also contingent upon the pervasive feelings present in the macroeconomic environment, above and beyond the influence from objective macroeconomic factors. Specifically, it argues that future outlook negativity and uncertainty in macroeconomic sentiment can affect the ad spending-sales relationship. Analyzing sales and advertising spending data for salty snacks in conjunction with macroeconomic …

Three Essays On The Roles Of Review Valence And Conflict In Online Relationships, Ran Liu

Theses and Dissertations in Business Administration

In the context of online marketing, product reviews and online relationships have played essential roles in determining consumer's decision making. The three essays examine how valence and volume of online reviews affect consumers' perceived relationships with a firm, as well as the boundary effect of the causal link. Previous literature has been focusing on the direct effects of word-of-mouth (WOM) on consumers' short-term purchase decisions and treating WOM solely as an outcome of a relationship. Consequently, the role of online reviews has been underestimated by contemporary literature and how electric WOM (eWOM) changes consumers' perception with an exchange partner is …

Two Essays On Consumer Envy, Murong Miao

Theses and Dissertations in Business Administration

Consumer envy, which is a two-faceted emotion (benign versus malicious), could change consumer behavior in different ways. Although research on envy is abundant in the psychology field, little attention has been paid to envy in marketing research. This dissertation composes of two essays. Based on Social Comparison Theory (SCT), these two essays examine the envy mechanism in driving consumer behavior using different contexts (social media behavior and counterfeit luxury consumption).

Essay one examines the relationship between envy and consumer’s intention to conduct different social networking sites (SNSs) activities. To test the hypothesized relationships, four experiments were conducted. Experiments 1, 2, …

Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message …

Creating, Metavoicing, And Propagating: A Road Map For Understanding User Roles In Computational Advertising, Yuping Liu-Thompkins, Ewa Maslowska, Yuquing Ren, Hyejin Kim

Marketing Faculty Publications

Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-generated content literature through the computational advertising lens to offer a road map for future research. Specifically, we discuss three roles that users play—as creators, metavoicers, and propagators. For each role, we present key research areas that can …