Business Commons^™

Conflicted Positioning: Product Positioning When Market Segments Have Conflicting Risk Goals, Richard Flight

Association of Marketing Theory and Practice Proceedings 2024

ABSTRACT

In some product and service categories concern for physical risk as a result of the product or service rendered is an inherent barrier to purchase. Meanwhile, the same perceived danger attracts thrill seekers who want (or need) a sense of adventure. In this exploratory research, the question of motive for and emotions associated with learning how to fly a plane are explored. When prompted risk is cited oftentimes as both a deterrent to engage in the activity and a motive to pursue it. This presents product and brand managers with the question of how to simultaneously assuage risk-related fear …

How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta

Journal of Applied Marketing Theory

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …

The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction, Michael L. Thomas, Lindsay Larson, Linda G. Mullen

Association of Marketing Theory and Practice Proceedings 2013

This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …

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A Study Of Job Satisfaction And Motivation, Carl Franklin Martin

Legacy ETDs

No abstract provided.