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Full-Text Articles in Business
Businesses Supposedly Held The Key To The Ada, But They Dropped The Ball: Can Marketing Be The Shot In The Arm America Needs To Bring The Spirit Of The Ada Back To Life?, Elizabeth T. Gratz
Businesses Supposedly Held The Key To The Ada, But They Dropped The Ball: Can Marketing Be The Shot In The Arm America Needs To Bring The Spirit Of The Ada Back To Life?, Elizabeth T. Gratz
Graduate Theses, Dissertations, and Problem Reports
This research investigates the historical and current focus of the field of marketing on the disability community and considers whether marketers can positively impact attitudes toward the group through their firm media content. My first essay uses the Rocky Road to Policy Pavers model to discuss the importance of this large and underserved consumer group, and highlights several opportunities for the marketing community to reduce existing barriers to disabled consumers in the marketplace. One way that marketers can reduce stigma and improve attitudes toward the disability community is by strategically portraying individuals with disabilities in their firm media content. My …
Negative Forces In Consumption: Their Unpleasant But Undeniable Influence On Consumers, Yumei Mu
Negative Forces In Consumption: Their Unpleasant But Undeniable Influence On Consumers, Yumei Mu
Graduate Theses, Dissertations, and Problem Reports
An unfortunate reality of consumer behavior is that it has a negative side: Consumers can experience negative emotions (Harrison-Walker, 2019); firm-consumer relationships can grow sour (Do, 2019); and so on. Already quite prevalent, negative forces in consumption have only increased lately because of the COVID-19 pandemic (Gaydos, 2020). Given the pervasiveness of negative forces in consumer behavior, it is very important for consumer psychologists to study them. To that end, the three essays in this dissertation explore wide-ranging facets of negative forces in consumer behavior and, collectively, greatly augment the field’s understanding of the behaviors, processes, and outcomes comprising the …