Business Commons^™

A Study Of Golfers In Tennessee, Kelly Price-Rhea

Kelly Price-Rhea

The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …

Attribute Abstraction, Feature-Dimensionality, And The Scaling Of Product Similarities, Michael D. Johnson, Donald R. Lehmann, Claes Fornell, David A. Horne

Michael D. Johnson

This paper examines the attributes that consumers use when making product similarity judgments and their effect on similarity scaling. Previous research suggests that concrete brands are judged using dichotomous features while more abstract product categories are judged using continuous dimensions. This, in turn, suggests that the appropriateness of spatial scaling increases relative to tree scaling as one moves from brands to product categories. The results of two studies support an increase in the fit of spaces relative to trees from brands to categories. However, the abstractness of the judgments appears to be driving the effect, not the use of features …

The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis

Irene J. Dickey

This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …

The Nature And Implications Of Consumers’ Experiential Framings Of Failure In High-Risk Service Contexts, Linda Zayer, Cele Otnes, Eileen Fischer

Linda Tuncay Zayer

No abstract provided.

The Story Of Taste: Using Eegs And Self-Reports To Understand Consumer Choice, Charnetta Brown, Adriane B. Randolph, Janée N. Burkhalter

Adriane B. Randolph

The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-expensive brand when the quality is perceived to be the same as the more expensive counterpart. Cost saving options for consumers and advertising considerations for managers are discussed.

Assessing The Long-Term Impact Of A Consistent Advertising Campaign On Consumer Memory, Kathryn A. Braun-Latour, Michael S. Latour

Kathryn A. LaTour

How effective is an advertising campaign that has consistently used the same theme since consumers' early childhood? To answer that question one has to consider the effect the campaign has had on consumers' memory. This research begins by discussing the structure of memory and schematic processes that occur when similar or related information is presented over time. Evidence is reviewed which suggests that early exposure would be critical in the brand schema's development. An experiment that tests the strength of the brand schema in a competitive environment and a survey that explores the importance of time of initial exposure to …

Transforming Consumer Experience: When Timing Matters, Kathryn A. Braun-Latour, Michael S. Latour

Kathryn A. LaTour

How advertising can influence or change consumers' product experience has been a topic of great interest to marketers. The majority of research has suggested that advertising received prior to an experience can exert the most influence. In 1999, however, Braun introduced the concept of reconstructive memory, and demonstrated that advertising received after an experience can alter how consumers remember their experience. The issue of which order of framing of an experience through advertising is most influential on consumer memory has not yet been investigated. A constructive memory framework that can take into account both forward- and backward-framing effects and an …

I’Ll Have What She’S Having: Gauging The Impact Of Product Placements On Viewers, Sharmistha Law, Kathryn A. Braun

Kathryn A. LaTour

Product placement in TV shows is becoming increasingly common, yet little is known about its effectiveness nor even how to define and measure such effectiveness. This research examined the effectiveness of product placement with the use of two different types of measures: explicit measures that tap memory directly (with the use of a recognition and recall task), and an implicit measure that measures the effect of exposure on product choice indirectly. It was hypothesized that the ability of product placement to enhance memory and choice may be mediated by distinct mechanisms. The results showed an overall enhancement in product recall, …

How And When Advertising Can Influence Memory For Consumer Experience, Kathryn A. Braun-Latour, Michael S. Latour, Jacqueline E. Pickrell, Elizabeth F. Loftus

Kathryn A. LaTour

Recent "paradigm shifting" research in consumer behavior dealing with reconstructive memory processes suggests that advertising can exert a powerful retroactive effect on how consumers remember their past experiences with a product. Building on this stream of research, we have executed three studies that incorporate the use of false cues with the aim of shedding new light on how post-experience advertising exerts influence on recollection. Our first experiment investigates an important but yet unexplored issue to advertisers who are perhaps reticent about embracing this paradigm: Does the false cue fundamentally change how consumers process information? After finding that when the false …

Consumer Attitude Towards The Spirit Airline Online Advertising, Tamilla Curtis, Blaise Waguespack, Anke Arnaud

Dr. Tamilla Curtis

Impact Of Self On Attitudes Toward Luxury Brands Among Teens, Luciana Gil, Kyoung-Nan Kwon, Linda Good

Lester Johnson

The main purpose of this study is to increase understanding of teenagers' self perception on attitudes toward luxury brands. The study investigates how social consumption motivations affect teenagers' attitudes toward luxury brands, how teens' self concepts can influence social consumption motivations, and whether peer pressure affects this relationship. The study also examines the effects of materialism on teenagers' social consumption motivations and attitudes toward luxury brands. The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling. This study demonstrates that materialistic orientation is a powerful …

The Buying Center Concept: Fact Or Fiction?, W. Johnston, Daniel Mcquiston

Daniel H. McQuiston

Focuses on the significance of organizational buying behavior. Importance of purchase decision; Factors affecting collective behavior and performance; Interaction of socioeconomic field.

Observations On Observation In India's Dynamic Urban Markets, Nikhilesh Dholakia, Piyush Sinha

Nikhilesh Dholakia

Urban India is witnessing a rapid revolution in its commercial retail spaces. These transforming commercial landscapes constitute a rich arena for qualitative research using, among others, observational methods. In this paper, we present observations about the changing urban retail scene of India. We provide emergent themes that we have already found in observations so far, and also reflect on the challenges of carrying out such observations in the Indian context.

Distributive Justice And Consumer Behavior: A Rawlsian Perspective, Ronald P. Hill, Robert Peterson, Kathy K. Dhanda

Kathy K Dhanda

No abstract provided.