Business Commons^™

The Lonely Reason Impeding Compliance With Covid-19 Prevention Guidelines, Ainslie E. Schultz, Kevin P. Newman

Association of Marketing Theory and Practice Proceedings 2022

To reduce transmission of the 2019 coronavirus (COVID-19), the US Center for Disease Control recommends that all individuals follow a series of prevention guidelines (e.g., wearing a mask, physical distancing, and vigilant handwashing). However, some individuals have been unwilling to comply with them. In this research, we use reciprocal altruism theory to investigate the role of loneliness in compliance with COVID-19 prevention guidelines. Specifically, we find that lonely (vs. non-lonely) consumers report less willingness to comply with these guidelines. Process evidence demonstrates that this occurs because lonely individuals experience a lower sense of obligation to reciprocate. Importantly, the negative impact …

Bank Consolidation And Its Effect On Service Quality, Thomas L. Powers, William S. Spears, Seongwon Choi

Association of Marketing Theory and Practice Proceedings 2022

The perceived quality of customer service plays a significant role in high involvement products and services. Previous research in the area of bank service quality suggests that as a bank is acquired the quality of service at the new larger bank does not equal what customers received at their old smaller bank. In addition, a newly consolidated bank may eliminate tailored services and create customer dissatisfaction due to higher fees, lower levels of service, and credit availability. Although prior research has focused on specific aspects of bank services, a contribution to the literature can be made by examining this topic …

The Corporate Remedy Strategies For Product-Related And Business Ethical Misdeeds, Lei Huang

Association of Marketing Theory and Practice Proceedings 2022

Firms take various approaches to mitigate the negative impacts from the misdeeds and repair the damages of the consequences. The current study examines the moderation role of two types of misdeed, business ethics or product performance related, in the relationship between three major crisis remedy strategies and the purchase intentions for both current and potential consumers. The results from 440 participants suggest that a promptness apology is important for current consumers but not for potential consumers. More importantly, the response plan has less impact on the current consumers when a misdeed is business ethics related than product performance related while …

Mothers With Empty Arms: Marketing, Stigma, And Bereaved Mothers, Elizabeth A. Minton, Carissa Anthony, Cindy Xin Wang, Alexa Fox

Association of Marketing Theory and Practice Proceedings 2022

Despite over one-quarter of females suffering baby loss, there is virtually no research in marketing examining the devastating impacts of such loss from a consumer standpoint. There are incredible stigmas that overshadow these vulnerable consumers and understanding how marketing helps and hurts consumers post-loss in the marketplace is of critical importance. Through 30 in-depth interviews with bereaved mothers in the U.S. (specifically mothers who lost a baby during pregnancy or within one year after birth), this research builds off stigma theory to shed light on the consumer journey post-loss in an effort to bring these consumers what they desire – …

The New Grocery Retail Journey: Stimuli And Mobile Influences On A Consumer’S Unplanned Shopping And Spending Behavior, Dale A. Cake, Vikas Agrawal, Douglas Johansen, Wooyang Kim

Association of Marketing Theory and Practice Proceedings 2022

In the new digital age, knowing what new variables may be affecting unplanned shopping and spending in a grocery store environment has had little conclusive study academically, albeit is very important to academic theory, grocery store chain management and manufacturers. Many grocery shoppers are now utilizing mobile phones and other digital stimuli (via an app or website, pricing information, coupons, QR codes, or other information) in addition to traditional stimuli for product or promotional information during their in-store purchase phase. In past research, new in-store digital stimuli or mobile phone technology was shown to increase unplanned shopping and/or spending (Cake …

Slogans As Persuasive Accelerants Of Electronic Word-Of-Mouth Communication: A Preliminary Conceptual Model, Theo Lynn, Pierangelo Rosati, Charles M. Wood

Association of Marketing Theory and Practice Proceedings 2022

Brands have been conceptualized as being made up of three different components: name, logo and slogan (Keller 1993, Dass, Kumar, Kohli, & Thomas, 2014). Slogans are short, memorable phrases that are often used to sign off on advertisements. They characterize a large proportion of brand advertising and are designed to attract consumer attention, crystallize brand positioning, increase advertising memorability, and improve brand affinity (Keller, 1993). Slogans have been part of our world for millennia, and a staple in the advertising world since its inception. Less complex messages – i.e., slogans – have been associated with improved advertising effectiveness (Lowrey 1998). …

Defining Health Care Marketing, Gary Futrell

Association of Marketing Theory and Practice Proceedings 2022

A review of the leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm of health …

The Unintended Effects Of Tamper-Evident Packaging, Marissa Orlowski, Sarah Lefebvre, Laura Boman

Association of Marketing Theory and Practice Proceedings 2022

Third-party food delivery (TPFD) services such as DoorDash, Uber Eats, and Grubhub introduces increased opportunities for contamination through the introduction of unknown variables between the restaurant and consumer. Across two studies, we examine the effect of tamper-evident food packaging closures in a TPFD context, revealing a negative effect of a tamper-evident seal on willingness to pay through decreased satisfaction. This negative effect is robust across both food and beverages. Finally, consumers’ perception of risk of illness (PRI) from TPFD moderates this effect.

Empathy, Altruism, Csr, And Consumer Buycott Behavior During Covid 19: Lessons Learned, Ania Izabela Rynerzewska, Eliza Hetrick

Association of Marketing Theory and Practice Proceedings 2022

As Covid-19 became a global pandemic, life as businesses and consumers know it changed dramatically. Suddenly, in-person shopping became rare while social distancing and working remotely became common practice. The impact of Covid-19 reached beyond the obvious death toll and economic recession and contributed to a shift in what is considered relevant and what is secondary. This study analyzed the impact of consumer levels of altruism and empathy on interest in Covid-19 exacerbated topics like employee treatment, social justice, and the environment. Further, this study emphasized the importance of CSR efforts supporting current topics, which have been found to contribute …

Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton

Association of Marketing Theory and Practice Proceedings 2022

Online dating is one of the fastest-growing industries in the United States. Due to its increasing popularity, various dimensions of online dating have been studied in recent years. However, no research has explored how the type of digital platforms used impacts online dating. In this research, we investigate how the use of different platforms (computers vs. smartphones) can influence customers’ decision-making process in the context of online dating. Through multiple studies, we demonstrate that while using their computers (vs. smartphones) to evaluate dating profiles, customers will prioritize the inner attributes of the person (e.g., personality and compatibility). Moreover, the effect …

The Complexity Of Understanding Online Product Evaluation Expressions In The Chinese Cultural Context: How Ratings And Reviews Tell A Different Story, Mousumi Bose, Lei Ye

Association of Marketing Theory and Practice Proceedings 2022

Most online retail websites provide consumers the opportunity to elicit feedback about products and services through ratings and reviews. Extant research has suggested that product ratings and reviews may be reflective of consumers’ cultural views. Little research exists that discusses this lack of consistency between ratings and reviews beyond that suggested by Hofstede’s cultural typology. This research shows that although consumers may provide higher ratings, review texts provide a different perspective: consumers use reviews to provide negative feedback, however, with some tempering nuances.

Supply Chain Resilience And Agility During Covid19: The Case Of Automobile Manufacturing, Leor Ben-Meir, Steve Lemay, Dave Mcmahon

Association of Marketing Theory and Practice Proceedings 2022

In this paper, we examine disruptions in the automobile manufacturing supply chain that resulted from the COVID19 pandemic. We explore the relationships between organizational resilience and agility and supply chain resilience and agility. We frame this exploration in terms of rare earth elements (REEs) and microchips, supplies that come from Tier 3 and Tier 4 in the automobile supply chain. We look at some adaptations made by Volkswagen to adapt to these disruptions but note that organizational resilience and adaptation does not always result in supply chain adaptation.

The Application Of Kahneman’S Concepts To Marketing Police In Ontario, Canada, Pritpal Thind, Steve Lemay, Dave Mcmahon

Association of Marketing Theory and Practice Proceedings 2022

Marketing concepts are rarely applied to policing, although for most modern societies it is an essential function and part of the social contract between governments at all levels and the publics they serve. In this paper, we look specifically at how marketing concepts apply to policing in Ontario, Canada. We frame our examination with concepts like the halo effect, the availability effect, and other ideas outlined by Kahneman (2013).

Investigating How Tacit Knowledge Management Inclination And Explicit Marketing Agendas Impact Business Success., Christine A. Makama

Association of Marketing Theory and Practice Proceedings 2022

The purpose of this paper is to develop and propose a framework that illustrates the relationship that exist between tacit knowledge management inclination, internal explicit marketing agendas and external explicit marketing agendas. Furthermore, the paper will also show how these variables act together to enhance business outcomes such as competitive advantage, growth and development, employee’s satisfaction, customers retention, loyalty, and satisfaction. Similarly, the conceptual framework would demonstrate how the assimilation between the variables extends and fill in the gap on conceptual and operational boundaries of existing models on explicit marketing agendas and how they help organizations attain success. And standing …

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.

Building A Personal Brand Using Impression Management In Social Networks, Carlos Valdez, Jorge Villegas

Association of Marketing Theory and Practice Proceedings 2022

As digital social networks become an integral part of career placement, advancement, and professional networks, young professionals are required to find ways to compete for the attention of potential and current employers. One of the theories that have been used across diverse areas from marketing scholars (Zamudio et al., 2013, Close et al., 2011; Noble et al., 2010) to fashion models (Parmentier et al., 2013) to understand self-promotion for professionals is personal branding. Recent articles like Swaminathan et al. (2020) have expressed the need to understand better how consumers are branding themselves in the hyperconnected world and what psychological consequences …

Professional Networking And Personal Branding With Linkedin During The Covid-19 Pandemic: Personality, Impression Management, And Dirtiness In Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, Jennifer Morin

Association of Marketing Theory and Practice Proceedings 2022

The National Center for Education Statistics in the United States reported that the undergraduate program with the most graduates in 2016 were business programs with 372,000 degrees (National Center for Education Statistics, n.d.). According to Robinson (2018), the total enrollment of undergraduate business programs globally among universities accredited by the Association to Advance Collegiate Schools of Business (AACSB) from 2012 to 2017 reported a 10% increase. The popularity of the business college degree presents a unique challenge to recent business graduates of how to differentiate from other business graduates to achieve the desired job or promotion in the new COVID-19 …

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard

Association of Marketing Theory and Practice Proceedings 2022

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity and Consumer Hoarding During COVID-19

Exploring Stakeholders’ Perceptions Toward Event Innovations, Sophie Unson, Wei Wang Dr.

Association of Marketing Theory and Practice Proceedings 2022

Although the impacts of COVID-19 have been negative and long-lasting, the hospitality and tourism industry has seen the creation of new processes and ideas as a result. The events industry in particular, has a lack of research on innovative practices; therefore, this study will examine new innovations that emerged from the global pandemic. This study utilizes a multi-method research style, in which it qualitatively examines industry professional’s strategies to combat the pandemic and quantitatively measures consumers responses. The current results of the study show six major qualitative themes that will used to measure the consumer’s perceptions of events during the …

Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono

Association of Marketing Theory and Practice Proceedings 2022

Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce …

Brand Love And Purchase Intention: Does A Sports Team Name Matter?, Kristy C. Grayson Dba, Katie Kamachi Phd, David Olsen Phd

Association of Marketing Theory and Practice Proceedings 2022

This study aims to explore the relationship between the construct of brand love, the strength of fan allegiance to a sport team brand name, fan past purchase behavior, and future purchase intention should a team change its controversial name. The overall research question that bounds this study is: How does consumer brand love and a change to a sport team name impact fan purchase behavior?

Destruction And Reconstruction Of Corporate Reputation In The International Business Network Context, Nikolina Koporcic, Maria Ivanova-Gongne, Jan-Åke Törnroos, Olga Dziubaniuk

Association of Marketing Theory and Practice Proceedings 2022

The purpose of this study is to illustrate how a firm’s corporate reputation can be destroyed by the actions of business partners and other network actors, and what the company can do to reconstruct its reputation. The study case exemplifies the importance of reputation and close interactions with foreign business partners in developing countries. Secondary data of a Nordic-based MNC, Stora Enso, is collected, interpreted, and analyzed. We observed issues surrounding the reputation change of the MNC, while focusing on the actions of their business partners. The paper provides empirical insights into the process of reputation destruction and …

Nostalgia As A Tactic For Marketers: The Use Of Retro Marketing To Entice Consumer Purchase, Cortnee Y. Bunch

Association of Marketing Theory and Practice Proceedings 2022

In marketing, nostalgia involves linking a product, service, or brand to the past to create an emotional connection. While it has existed in marketing positioning for some time, it has become a strategy that marketers can take advantage of through retro marketing. Retro marketing involves relaunching a product or service brand from an earlier period, by using familiar packaging or product designs, to evoke a nostalgic connection among consumers (Brown et al., 2003). Through the effective use of brand attitude, product experience, and brand preference, companies small and large can use retro marketing to create a competitive advantage and entice …

Money, Medals, And Championships: Politically Driven Conspiracy Of Silence, Model Development; Implications To Diversity And Inclusion., Ania Izabela Rynerzewska

Association of Marketing Theory and Practice Proceedings 2022

Athletic organizational image and reputation management often require careful consideration of values shared and enacted to create a flawless image with which many fans identify and often admire. However, under the cover of perfect brand image covered with medals, championship and glory, there is often a hidden world of abuse and active participation in silencing the victims to protect the image. This paper analyzes relatively recent cases of two sex scandals in sports: Jerry Sandusky case and Larry Nassar case. Both individuals held higher positions within their organizations’ network of supporters who participated in a conspiracy of silence. This paper …

The Patient-Centric Blockchain, Sunil Erevelles, Maanasi Bulusu, Timea Honeycutt, Stephanie Seligman, Padma Bulusu

Association of Marketing Theory and Practice Proceedings 2022

A revolution is brewing in the healthcare marketplace. In the early nineties, the World Wide Web initiated a new era for the use of the Internet in the consumption of healthcare services. This eventually led to the Big Data movement (Erevelles et al. 2016), which initiated a non-linear transformation in healthcare analytics and developed into a dominant paradigm in the healthcare marketplace. However, the World Wide Web architecture was never designed to support a marketplace in healthcare or, for that matter, a marketplace of any other kind. It was primarily designed for the sharing of information and was even referred …

Flipping The Online Classroom – Comparing The Effectiveness Of Two Teaching Modalities For Online Experiential Learning Activities, William J. Zahn Ph.D.

Association of Marketing Theory and Practice Proceedings 2022

Marketing educators recognize the importance of imparting theoretical marketing knowledge while also helping students acquire marketable skills through experiential learning. Experiential learning is active, reflective learning that encourages linking abstract lessons with concrete activities. Experiential education is learning by doing (Cowley, 2020; Frontczak, 1998),

Courses have shifted away from in-person lectures and moved online due to the Covid-19 epidemic (Thomason 2020). This shift has left an open question of the best way to include experiential learning in an online learning environment. In short, how can students best prepare for and learn from experiential learning without having face-to-face meetings with their …

The Perceptions And Experiences Of Human Resources Recruiters Regarding Linkedin As An Online Personal Branding Representation Of Recent Business Graduates, Carlos Valdez, Carole Ann Creque, David Penn, James Gallo

Association of Marketing Theory and Practice Proceedings 2022

This study aimed to explore the perceptions and experiences of Human Resource Recruiters regarding LinkedIn as an online personal branding representation of recent business program graduates by using a phenomenological approach. The population of interest comprises Human Resource Recruiters that use LinkedIn and hire recent business graduates.The recordings and or transcripts of the interviews were utilized to conduct an interpretative phenomenological analysis to identify broader themes across the data set. The identified themes follow the same order as the questions conducted during the sessions. The five themes that emerged are (1) Social platforms utilized by HR recruiters, (2) HR recruiters' …

The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure, Hyunju Shin, Lindsay R. Levine

Association of Marketing Theory and Practice Proceedings 2022

The current study investigates the firm’s potential use of self-deprecating humor in response to a service failure and examines resulting consumer evaluations. This study utilizes two scenario-based experiments conducted in the contexts of online retailing and restaurant service. The findings indicate that self-deprecating humor leads to customers’ negative evaluations of the company by decreasing forgiveness intentions toward the company. The mechanism which explains low forgiveness intentions is found to involve heightened perception of dishonesty. Moreover, when perceived benignness of the failure is low (vs. high), self-deprecating humor has a stronger adverse effect on perceived dishonesty. This study suggests that firms …

Attendance Of International Students At U.S. Colleges And Universities, Nader H. Shooshtari

Association of Marketing Theory and Practice Proceedings 2022

U.S. colleges and universities have traditionally been lauded as a Mecca for attracting international students. Touted as offering the best higher education in the world, international students from around the world have traditionally flocked to U.S. educational institutions. This influx brought opportunities for international students while providing U.S. higher education institution additional revenue and a diverse student body. Beginning with the Trump Administration’s inward tilt, the welcome mat for international students was removed and the COVID pandemic added to the uncertainty and difficulty of accepting international students to U.S. and indeed much of the western countries that traditionally served as …

Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing, Corinne Chevalier, Gaelle M. Moal

Association of Marketing Theory and Practice Proceedings 2022

Advertising efficiency relies partly on the viewer’s identification to the model used in the ad and model gender facilitates the identification process. Relying on gerotranscendance theory (Tornstam, 2009), we assume that gender identification is not as important to seniors as it used to be when they were younger and that the gender of the model will have no effect on variables of the persuasion process. The results of a survey on 512 seniors aged 60 to 85 reveals that the model’s gender has little impact on the perception of ads by senior viewers. However, matching product gender and model gender …