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