Business Commons^™

Factors Of Online Advertisements That Affect Concumer Behavior Of The Abm Shs Of Dlsu-Is A.Y. 2021-2022, Gabrielle Louise V. Capistrano, Patrisha Adelle P. Cruz, Jia Nadine F. Martinez, Helaena Marie I. Miraflor, Alliyah Lein N. Sola

DLSU Senior High School Research Congress

Online advertisements have been embedded in videos or the software applications that individuals are exposed to that aims to persuade consumers to buy products or services. However, there is a need to know what exactly about online ads makes them persuasive to consumers. This research presented some factors of online ads to the respondents that affect consumer behavior the most, while also ascertaining if they do influence the consumers purchasing behavior. This study underwent a quantitative method approach using simple percentage analysis. A survey was distributed to the ABM SHS of DLSU-IS A.Y. 2021-2022 that had questions answered by a …

A Study On The Brands’ Sustainable Fashion Efforts On Dlsu-M Shs Students’ Consumer Behavior, Charmaine Natasha T. Lim, Ingrid Leanne B. Manuel, Alyssa D. Santiago, Sophia Paige M. So, Jilliane Erica G. Tan

DLSU Senior High School Research Congress

As fast fashion causes the persistence of overconsumption and improper garment disposal, the planet suffers from the industry's serious impact (Le, 2020). The fashion sector emits 1.2 billion tons of carbon dioxide per year, revealed in 2021 as the third greatest polluter (Climate Council, 2021). To combat these environmental issues, some fashion brands have adopted a progressive concept of fast fashion. The study then intends to examine the association between the following variables based on Icek Ajzen's Theory of Planned Behavior: Perception regarding Fashion Sustainability (PERFS), Fashion Brands’ Sustainable Efforts (SUSEFF), Awareness Regarding Fashion Sustainability (AWAFS), Intention (INTN), and DLSU-IS …

Covid-19 And The Subsequent Change On Buyer Behavior, Chloe J. Chadwick Miss

Honors Capstones

The purpose of this Honors Capstone research project is to gain insight and understanding into how buyer behavior may or may not have changed after by the COVID-19 Pandemic through the perspectives of sales professionals, marketing professionals, and consumers themselves. This research project compared data from literary based research, 1:1 interviews, and three unique mass surveys dispersed on LinkedIn to gather information from multiple touch points. There were limitations to this research given the Pandemic is ongoing and there continues to be adjustments to this global phenomenon. Additionally, data collection from interviews and surveys was strictly voluntary and survey responses …

A Historical And Practical Analysis For Neuromarketing In Business Practices Today, Scott Wicinski

Marketing Undergraduate Honors Theses

What thoughts come to your mind when you think of the term neuromarketing? In a digital age where personal privacy seems to be diminishing and data exploitation appears to be rising, many people are skeptical about businesses' attempts to combine neurology, psychology, and business. This skepticism is unfortunately, legitimate. Our history reveals plenty of occasions where businesses have exploited their customers through unethical means and traded valuable relationships and resources for profits. However, despite the flaws business can introduce, business is arguably still the most powerful tool for creating value in a community. Through business, customers have had access to …

Esports Fan Engagement: A Comparison Of Pc And Console Esports Team Fans, Marcel Huettermann, Anthony D. Pizzo

Management and Leadership Faculty work

Esports, competitive video game competitions, are a leading digital innovation at the nexus of sports, business, and technology. Given their prominent position, esports have received extensive media and academic attention. In particular, esports fans, primarily tech-savvy and affluent young adults, have been the foci of this attention. Accordingly, a large number of studies has centered on these influential consumers, examining their motives to spectate, support, and follow esports teams and players. To date, esports have been examined very broadly, neglecting differences in the multitude of games, genres, and platforms which influence their consumption. In particular, the platform (or medium), plays …

Racial Composition In Advertisements And Its Effects On White Consumers' Perceptions And Purchase Intention, Chung-Ting Wang

Honors Program Theses

Previous marketing research has generally not examined how ethnic majority consumers perceive advertisements featuring mixed racial compositions of model groups. This paper presents an investigation into how White consumers’ perceptions and purchase intentions change depending on the racial composition of the people represented in an advertisement. The study uses a single 12-condition experiment, in which we examine the type of advertisement (product vs. social advocacy advertising), racial composition (all-White vs. diverse mix vs. all-Black), and racial priming effects (racially-primed vs. racially-neutral message). Additionally, consumers’ levels of self-referencing to the ad and strength of ethnic identification are explored as possible mediation …

Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr

Association of Marketing Theory and Practice Proceedings 2022

This paper demonstrates how digital content and patterns of online engagement may be used at every stage of the consumer decision process to influence and inform the choice of college major. Implications and recommendations for college and departmental websites concerning how they can best assist prospective students in choosing a college major are highlighted throughout the paper. With its focus on process, this paper concretely shows how colleges and their academic departments can effectively leverage digital marketing and the consumer decision process to facilitate the college major choice process.

The Effect Of Resource Scarcity On Consumer Ethical Behavior, Todd C. Haderlie Jr, Jaehoon Lee

Association of Marketing Theory and Practice Proceedings 2022

We identify a novel relationship between scarcity and ethical behavior. When resource scarcity is made salient, consumers engage in less ethical behavior. Furthermore, the effect of resource scarcity on ethical behavior is stronger for consumers with high (vs. low) levels of the inclusion of others in the self (IOS).

Gift Giving Behavior Among Millennials, The Use Of Photo Elicitation Interview To Discover Consumer Insight, Hera Rachmahani, Sony Kusumasondjaja

ASEAN Marketing Journal

Manuscript type: Research paper Research Aims: This paper aims to explore gift-giving activities among millennials at the perspective of gift-giver using the photo elicitation interview. The typology of the relationship between gift givers and recieversand the effects of this relationship to the types of products given in gift-giving activities are also evaluated. Design/methodology/approach: This paper is using phenomenological approach and photo elicitation interview with purposive convenience sampling method to obtain gift-givers decision making process in searching gift products. Research Findings: The process of searching, preparing, and delivering of gifts is influenced by several factors, namely the closeness of the relationship, …

The Effects Of Companies’ Social Irresponsibility On Consumers’ Negative Emotions Toward The Brand And Their Behavior, Seyyed Mohammad Tabataba'i Nasab, Masoome Abikari

ASEAN Marketing Journal

Consumers’ negative emotions may be the main cause of behaviors such as complaining, negative word of mouth, and brand switching. In this regard, factors other than brand can produce negative or positive emotions toward a brand. One such factor is corporate social irresponsibility (CSIR). This study seeks to extract negative emotions toward a particular brand (auto brand). The results show that consumers’ negative emotions toward the auto brand are mainly characterized by anxiety, discontent, and anger. Also, the study model indicates a significant positive correlation between consumers’ negative emotions and their behavioral approaches (e.g., complaining, negative word of mouth, brand …

Perceived Usefulness As Key Stimulus To The Behavioral Intention To Use 3g Technology, Andy Susilo Lukito Budi, Efendi Efendi, Rayini Dahesihsari

ASEAN Marketing Journal

A new technology usually faces the challenge to be accepted by consumers. Because of the unique features of new technology, it needs certain approaches to enhance its acceptance. Technology Acceptance Model (TAM) is widely used to study the behavior of organizations and consumers in ac-cepting a new technology. A modified TAM model is applied in the current study to test the impact of advertising appeals of perceived usefulness, perceived ease of use, and social factors on behavioral intention to use 3G technology. Experimental method is utilized on four groups (30 people each) of undergraduate students of Atma Jaya Catholic Univesity. …

Customer Value, Satisfaction And Behavioral Intentions: The Effects Of Consumer Search Behavior, Wahyuningsih Wahyuningsih

ASEAN Marketing Journal

This study develops and tests an integrative model to examine the relationships among customer value, satisfaction and behavioral intentions based upon a typology of consumer search behaviors. The model was tested using surveyed data from 546 customers of car insurance in Melbourne, Australia. The findings demonstrate that each type of consumer (passive, rational-active, relational-dependent), performs differently on the relationships among customer value, satisfaction, and behavioral intentions. The identification of value, satisfaction, and behavioral intentions within each search behavior allows managers to deliver optimal value and satisfaction to their consumers.

Characterizing And Categorizing The Essence Of Sport Consumption Behavior: A Thematic Analysis, Sid Terason

The Qualitative Report

Sport consumer decision making is a complex process in which an individual evaluates, acquires, uses, or disposes of sport products or services. This qualitative study aimed to identify, understand, and describe the essential characteristics of sport products consumption behavior among professional athletes in Thailand. In-depth interviewing was carried out on 25 professional athlete consumers who responded to semi-structured questions regarding their sport goods consumption. Thematic analysis was performed on the transcripts to describe the essential characteristics of the consumption and to identify overarching topics. Following social constructionism, three themes (i.e., acquisition, use, and disposal) were analyzed and eight categories (i.e., …

A Comparison Of Implicit And Explicit Error Detection And Their Effects On Purchase Intention And Judgments Of Quality, Rachel Fernandes

Legacy Theses & Dissertations (2009 - 2024)

In an online study of purchase intent based on Chinese menu inspection, explicitly noticing grammatical errors by hotspot click was more detrimental to judgments of quality than implicit detection by error estimation. When they estimated errors in a survey question (ordinal measure), participants who reported many (more than nine) errors had lower purchase intent and ratings of quality compared to those with few (about six) or no errors. However, with the more novel, continuous measure based on hotspot detection, participant purchase intent did not decrease as the number of errors noticed increased. Importantly, there were no differences between the hotspot …

The Effect Of Superstitions On Consumer Luck, Horoscope And Evil Eye-Oriented Purchasing Behavior: A Study In Turkey, Ibrahim Avci, Salih Yildiz

University of South Florida (USF) M3 Publishing

Superstitions have taken an important place in people's lives since the past. Despite the increase in the educational level of people, superstitions still exist. Superstitions, which have been researched especially by studies in the field of psychology, have not been adequately studied in the field of marketing. However, it is known that superstitions have an effect on the behavior of consumers. In this context, the aim of the research is to determine the effect of the superstitions of consumers on their chance-oriented, horoscope-oriented and evil-eye-oriented purchasing behaviors. Data were collected through an online questionnaire due to the pandemic. The survey …

From Home To The Store: Combined Effect Of Music And Traffic On Consumers Shopping Behaviour, Luigi Piper, Lucrezia M. De Cosmo, Maria I. Prete, Gianluigi Guido

University of South Florida (USF) M3 Publishing

This study provides a theoretical framework to assess the combined effect that traffic stream and music could have on consumers’ shopping behavior throughout their journey to the stores. Through the Virtual Reality (VR) simulation of a car journey, two traffic conditions (light/heavy) and two types of music (relaxing/energizing) were tested, evaluating the effects on the time spent during shopping and on consumption choices (in terms of expense, number of items purchased). Moreover, participants’ physiological reactions have been analyzed by measuring their heartbeat variation (ΔHR). The results indicate that regardless of the type of music listened, heavy traffic leads consumers to …

Perceived Value Of Technology Product Features By Crowdfunding Backers: The Case Of 3d Printing Technology On Kickstarter Platform, Nina Chaichi

Dissertations and Theses

Crowdfunding is an activity that gathers funds by drawing on a relatively small contribution from a relatively large number of individuals using the internet. One of the crowdfunding purposes is to fund entrepreneurial ventures. Modern crowdfunding activities--that utilize the internet--go back to 1997 and gained popularity in the music and video community. However, the most common platforms for entrepreneurial activities, including Kickstarter and IndieGoGo, have been established as recently as 2008. Thus the understanding of crowdfunding's dynamic is in its infancy.

Crowdfunding has been studied from various perspectives, primarily focusing on the factors that increase the platform's participation and determinants …

Reimagining The Classroom Experience

Business Exchange

This article discusses innovative approaches to teaching business subjects, including using the principles of improvisational comedy to teach business leadership, using a game to help students learn to uncover financial fraud, and working in technology-enhanced classrooms.

The Effects Of Corporate Social Responsibility On Consumer Behavior And Buyer Attitudes, Bailey Dial

Marketing Undergraduate Honors Theses

With the size and scope of Corporate Social Responsibility’s (CSR’s) presence in corporate America and beyond, this thesis dives into the history, composition, and application of a CSR framework within an organization. This thesis also reports the results of a survey of students to apprehend the framework’s external impacts on consumers, including brand perceptions and purchase decisions. Most individuals have experienced some degree of exposure to CSR in their professional lives. Levels of awareness and liking towards both the CSR framework and its application demonstrate a direct impact on consumers’ buying processes and company judgements.

Politics Of Privacy: The Role Of Individual Political Views In Consumer Data Privacy Concerns, Connor Neill

Honors Theses

Today, every choice that is made, from where to shop to what music to listen to, has turned into a reflection of one’s political views and identity. The main purpose of this research is to explore the relationship between an individual’s political views and his or hers attitudes toward the security of personal information in the consumer realm. Two studies were conducted in the form of surveys. The first study aims to measure the consumer’s trust and risk beliefs for a company of a certain size as well as their feelings toward the dimensions of control, collection, and awareness of …

Multiple Identities In Sport Fandom: Balance, Conflict, & Negotiation, Aaron Mansfield

Doctoral Dissertations

Simultaneous to the sport industry’s ascent, obesity has become an issue of growing societal concern. Scholars have explored the role of social-psychological identification in both fandom and physical health, but have not yet explored the intersection of the two. Throughout life, individuals must negotiate all of their identities, including their attachment to sport teams, yet understanding of role identity within sport management is limited. Likewise, scholars have noted the need for greater illumination of the relationship between fandom and physical well-being. I address these gaps through three studies. In Study One, I completed semi-structured interviews with individuals who consider both …

An Examination Of Sport Ticket Price Acceptability And Surcharge Transparency In Partitioned Pricing, Misun Won

Theses and Dissertations

There has been a recent price policy change in the sport industry that ticket resale companies attempted to reveal any additional fees upfront to increase price transparency and protect consumers in the marketplace. This policy change was announced in early 2020 (Thompson, 2020). However, as the coronavirus outbreak affected live events to be canceled, become virtual, or have a limited facility capacity (Apstein, 2020; Perry, 2020), it disabled the resale companies to see consumer responses to their policy change that may increase or decrease ticket revenues. In addition, charging additional fees to the ticket face value is a form of …

Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen

Honors Theses

The COVID-19 pandemic reached the United States in January of 2020 and has since impacted nearly all industries, including advertising. Consumers, the guiding factors for all advertising strategies, faced drastic lifestyle changes and behavior shifts which sent current strategies askew. The virus has created insurmountable unknowns, thus advertising and marketing experts must rely on historical and recent data to develop strategies for brands forging ahead. COVID-19 is the first global crisis in the age of social media which has both helped and hindered communication during the crisis. Additionally, emerging influencer marketing strategies are proving more effective than ever as brands …

Immersive Media & Books: Consumer Behavior And Experience With Multiple Media Forms, Panorama Project, Rachel Noorda, Kathi Inman Berens

English Faculty Publications and Presentations

This is the first study to capture data about how people engage with books, video games and TV/movies. The study’s main emphasis is on behavior with books, with demographic data in three age groups, five U.S. regions, and seven racial/ethnic groups. Books exist in a connected media ecosystem where the most important customers are avid: avid book engagers (4+ books per month), but also avid consumers of other media. It is possible that these people are the ones who drove the 8.2% increase in book sales during 2020. This study finds that customers who engage avidly with books do so …

Who Buys Our Brand? The Influence Of Consumption Values And The Congruity With Brand Benefits On Brand Identification, Trust And Loyalty, Sol Namkung, Seong-Yeon Park

Asia Marketing Journal

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers’ views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers’ brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer’s value is similar to a brand benefit, particularly between functional value and enabling benefit, and …

Subjective Knowledge, Perceived Risk, And Information Search When Purchasing A Franchise: A Comparative Exploration From Australia, Peter Balsarini, Claire Lambert, Maria M. Ryan, Martin Maccarthy

Research outputs 2014 to 2021

Franchising has long been a method by which organizations seek to expand and facilitate local market development. However, franchising as a growth strategy can often be hampered by lack of suitable franchisees. To mitigate this shortage, some franchisors have engaged in recruiting franchisees internally from the ranks of their employees in addition to the traditional approach of recruiting franchisees externally. Predominantly franchisees are individuals rather than corporations and thus purchasing a franchise should most commonly be characterized as a consumer acquisition. To explore the relationship between subjective knowledge, perceived risk, and information search behaviors when purchasing a franchise qualitative interviews …

Race, Dignity, And Commerce, Lu-In Wang

Articles

This Essay was written at the invitation of the Journal of Law and Commerce to contribute a piece on racism and commerce—an invitation that was welcome and well timed. It arrived as renewed attention was focused on racialized policing following the killing of George Floyd and in the midst of the worsening pandemic that highlighted unrelenting racial, social, and economic inequities in our society.

The connections between racism and commerce are potentially numerous, but the relationship between discriminatory policing and commerce might not be apparent. This Essay links them through the concept of dignity. Legal scholar John Felipe Acevedo has …

Effects Of Demography On Opportunistic Product Return Behaviors In E-Commerce, Nikhila Anand

Honors Undergraduate Theses

College student consumers are an increasingly important segment for marketers and scholars, particularly with the advent of online shopping. This research aims at exploring the effect of college students' decision-making styles on online purchase and return behavior. An online questionnaire survey was conducted on 1100 college students at the University of Central Florida to understand how respondents' return behavior changed with various scenarios and demographic factors. Analysis shows that scenarios involving late arrivals are the highest drivers of returns, while guilt and post- purchase regrets drove far fewer returns. Statistically significant differences in return behavior were found between demographic groups. …

Understanding The New Wealthy: Ideologies, Consumption Patterns, And Organizational Strategies For A New Generation Of High-Net Worth Individuals, Ana Brant

Theses and Dissertations

Despite the fact that the Ultra High-Net Worth (UHNWI) belong to the wealthiest, most powerful, and influential group of consumers in the society, and nearly 70% created wealth on their own, current marketing approaches fail to consider what drives consumption behavior of this group of consumers and how can brands maximize their socio-economic impact. Across two studies, I develop a model that guides theory and practice regarding this consumer group. The first part of the first study deployed netnography and grounded theory to understand the ideologies of 30 self-made UHNWI derived from self-presentation on 3,393 Instagram posts. To ensure self-made …

The Challenges And Opportunities Created By A Global Pandemic's Effects On Consumer Shopping Behavior Within The Fashion Retail Industry, Kate O'Connor

Undergraduate Honors Theses

The fashion retail industry has already been undergoing an extensive transformation since the introduction of e-commerce in the late 1990s. However, changes in consumer shopping behavior caused by the COVID-19 pandemic have fundamentally altered the industry in a matter of months. Because the COVID-19 pandemic is relatively recent, there is a lack of literature regarding the challenges and opportunities for fashion retailers in light of these changes in consumer behavior. This project will illuminate the challenges and opportunities created by the COVID-19 pandemic for the different distribution modes in the fashion retail industry: brick and mortar stores, e-commerce, and omnichannel …