Business Commons^™

Motives For Consumer Behavioral Engagement On Brand-Related Social Media Content : A Study Based On Organismic Integration Theory And Personality, Chi T.K Nguyen, Jusik Park

Asia Marketing Journal

This study adopts organismic integration theory (OIT) to classify and contrast the predominant roles of five motivations (i.e., economic incentives, self-presentation, information acquisition, altruism, and enjoyment) in fostering three levels of behavioral engagement on brand-related social media content. This study further examines the moderating effect of personality (thinkers vs. feelers) on these relationships. The results of PLS-SEM reveal the greater impact of autonomous motivations on content consumption (enjoyment and information acquisition) and content contribution and creation (altruism and information acquisition), compared with controlled motivations (self-presentation and economic incentives). This study also finds that thinkers mostly engage on brand-related content for …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

A Little Difference Makes A Big Difference: Essays On The Link Between Top Management Team Traits And Strategic Marketing Decisions, Cameron Duncan Nicol

Electronic Theses and Dissertations

The importance of marketing is growing. This is not just a perception: CEOs appear to see its importance as well. Despite the increase in the understood importance of marketing, there still remains a relatively scant amount of research on the impact that can be had by top management team members on a firm's strategic marketing outcomes. The research which follows explores an important question that has previously been comparatively neglected by researchers: what top management team individual differences can impact the strategic marketing outcomes of the firm? The first essay, based on a multi-industry sample of 325 publicly listed fortune …

Depth Of A Salesman: Exploring Personality As A Predictor Of Sales Performance In A Multi-Level Marketing Sample, Colleen Rose Miller

All Graduate Theses, Dissertations, and Other Capstone Projects

Despite its growing prevalence in the realm of sales occupations, multi-level marketing (MLM) and its primary participants are not very well understood. In particular, there is a dearth of understanding in terms of the differentiating characteristics of individual sellers who are financially successful in comparison to those who perform poorly. This study sought to fill in some of these research gaps by exploring the antecedents of sales success by examining the validity of personality as a predictor of sales performance in the context of MLM. While significant relationships were indeed observed between certain facets of personality (specifically components of conscientiousness, …

The Proactive Behavior Of Younger Salespeople: Antecedents And Outcomes, Michael Mallin, Charles Ragland, Todd A. Finkle

Todd A Finkle

The purpose of this study is to model and test some of the antecedents (individual characteristics) and outcomes (selling performance) of proactive behavior among younger salespeople. Using social cognitive theory agency perspective, we extend the existing proactive behavior literature into the sales domain. We sampled 278 industrial salespeople and tested a model to confirm that younger salespeople tend to engage in proactive behaviors when they are intrinsically motivated, confident in the tasks of selling, and willing to take risks. Proactive behavior, in turn, resulted in our salesperson sample demonstrating high levels of behavior performance and job involvement. Our findings may …

소비자 불평토로성향에 대한 성격특성 예측변수, So Jin Park, John C. Mowen

Asia Marketing Journal

The research compared the motivational network of traits predictive of complaint attitudes across consumers in the U.S. and South Korean cultures. Overall, the results revealed a similar pattern of traits predictive of complaint attitudes in the two cultures. The traits of value consciousness, general self-efficacy, emotional instability, and the need for material resources were positively related to attitudes toward complaining. In contrast, conscientiousness was negatively related to complaint attitudes. The only trait predictor of complaining attitude that was significantly different between the Korean and U.S. samples was shopping enjoyment. It was negatively related to complaining attitude in the U.S. sample …

Learning Orientation, Working Smart, And Effective Selling, Harish Sujan, Barton A. Weitz, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Learning and performance goal orientations, two motivational orientations that guide salespeople's behavior, are related to working smart and hard. Working smart is defined as the engagement in activities that serve to develop knowledge of sales situations and utilize this knowledge in selling behavior. It is found that a learning goal orientation motivates working both smart and hard, whereas a performance goal orientation motivates only working hard. The goal orientations also are found to be alterable through supervisory feedback. Furthermore, self-efficacy, sales-people's confidence in their overall selling abilities, is found to moderate some of the relationships with the goal orientations.