Business Commons^™

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 …

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.

It's Not The Load That Breaks You Down, It's The Way You Carry It: An Examination Of The Relationship Between Negative Identity And Consumer Behavior, Cassandra Denise Davis

Graduate Theses and Dissertations

Research examining Social identity and consumer behavior often centers on groups with positive Social identities, exploring the influence of similar identities (i.e., shared values, shared gender, shared political affiliations, shared ethnicity…etc.) or desired identities (e.g., sports celebrities, actors, and actresses). For example, research has shown that people display an increased attention to identity-based stimuli following the activation of a Socially distinct identity (Forehand, Deshpandé, and Reed 2002) and that heightening the self‐importance of a consumer Social identity leads to a preference for identity-related brands (Reed 2004). An important but often overlooked aspect of the influence of Social identity on consumption, …

The Effect Of Showrooming On Specialty Retailers: Leveraging A Framework For Success, Erin Jodi Belk

Accounting Undergraduate Honors Theses

As technology continues to increasingly infiltrate the lives of consumers around the globe, retailers are being faced with new challenges. Not only is there a push for retailers to be faster and more responsive, but retailers are also expected to have high integration across all channels. Over the past few years, as online shopping expanded and e-commerce became the norm, phenomena such as showrooming — consumers using their phones to comparison shop in stores — seemed like the evident and looming death of brick and mortar retailers (Adler, 2013). Historically, offline retailers have tried various methods to eliminate showrooming, going …

Personal Financial Planning: Determination Of Customer Profiles, Needs And Viewpoints, Ricardo Martin Ulivi

Graduate Theses and Dissertations

Personal financial planning is a service that springs from the need for objective and centralized advice on a wide range of areas such as investments, insurance, money management, taxes, estate planning and others. A personal financial planner fits each one of those individual areas into a well- balanced, integrated plan, after a comprehensive financial analysis is undertaken— guided by a family's goals, attitudes and objectives.

The purposes of this study were (1) to identify characteristics which discriminate between households that are interested and those not interested in obtaining a personal financial plan; (2) to determine the relative importance of the …