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- Marketing (3)
- Ad copies; rivalry appeals; consumer product types; distinctiveness & inclusiveness social needs; GLOMO (1)
- Artificial intelligence; analytics; sales; sales process; teaching innovation (1)
- Product placement; lyrics; buying behavior (1)
- Search personalization; targeted advertisements; data privacy; consumer behavior (1)
Articles 1 - 7 of 7
Full-Text Articles in Business
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …
From Listening To Lyrics To Buying Brands: The Effectiveness Of Lyrical Product Placement, Mary Bridget Gomes
From Listening To Lyrics To Buying Brands: The Effectiveness Of Lyrical Product Placement, Mary Bridget Gomes
Honors Projects in Marketing
Brand placement is a nonconventional medium for companies to use to help consumers gain brand awareness and ultimately purchase a product. The purpose of this study was to investigate brand placement in different genres of songs to identify the participants’ degree of recall and recognition of these brands and determine if participants were enticed to purchase the brand, in order to draw conclusions of what genre and speed make a placement effective. Brand placement has been used in music videos, television shows and movies. Studies have seen a positive effect on purchase intent from these placements, yet there is a …
How Search Personalization Impacts Consumer Behavior, Jessica Taylor
How Search Personalization Impacts Consumer Behavior, Jessica Taylor
Honors Projects in Marketing
Almost half the world’s population is online, roughly 3.2 billion people and one of the main uses of the internet is for search. Search engines like Google receive over 63,000 searches per second on any given day, with users looking to find information to questions, interact with communities, and purchase products online. Personalization enables search engines to provide the most relevant results and helps companies reach their target audiences more efficiently. This study focuses on personalization and its various forms, including targeted advertisements, the disadvantages of search, Cookies, and data privacy. The goal of this study is to understand (a) …
Sales Position Mobility: Exploring Women's Mobility In Sales Positions, Nyatasha Jackowicz
Sales Position Mobility: Exploring Women's Mobility In Sales Positions, Nyatasha Jackowicz
Honors Projects in Marketing
This thesis consists of literature research and a survey study to answer the question "Is there a consistent movement over the course of a sales career from outside sales to inside sales among women" The survey will help find correlations between specific job qualities and how they link to inside and outside sales positions. The survey will find qualitative information on specific sales professional's career paths and provide an in-depth view on motivational and job factors that have also affected female salespeople's decisions to pursue inside sales roles over outside sales roles.
The Role Of Supplier Performance Evaluations In Mitigating Risk: Assessing Evaluation Processes And Behaviors, Timothy G. Hawkins, Michael J. Gravier, William A. Muir
The Role Of Supplier Performance Evaluations In Mitigating Risk: Assessing Evaluation Processes And Behaviors, Timothy G. Hawkins, Michael J. Gravier, William A. Muir
Marketing Department Faculty Journal Articles
Given the level of outsourcing, supplier performance evaluation (SPE) is a critical supply chain process. SPEs are used to record supplier performance levels to inform future supplier selections, and thus mitigate the risk of adverse selection. Numerous weaknesses associated with industrial buyers' collection and use of supplier performance information call SPE effectiveness into question. The risk-related factors affecting SPE effectiveness have not been empirically explored, including misuses of the tool. This research identifies the factors affecting SPE risk mitigation effectiveness. It employs a mixed method of qualitative interviews of buyers and suppliers in order to develop a model of SPE …
Artificial Intelligence And The Sales Process: How To Help Sales Students Develop An Analytics Skill Set, Michael Rodriguez, Stefanie L. Boyer
Artificial Intelligence And The Sales Process: How To Help Sales Students Develop An Analytics Skill Set, Michael Rodriguez, Stefanie L. Boyer
Marketing Department Faculty Journal Articles
The following learning protocol provides an opportunity for professors to help students apply artificial intelligence and analytics in a pipeline management exercise. The activity allows advanced sales students to build a predictive sales model in Salesforce.com’s Einstein Analytics Platform. The following innovation walks the educator through the process of accessing the platform, building a model and analyzing outcomes. The exercise provides the opportunity to improve outcomes and act on sales opportunities, simulating the work environment. The article provides teaching tips for success to help professors stay current in the digital age and prepare students for early career success.