Business Commons^™

Understanding The California Consumer Privacy Act: Empowering Individuals And Businesses, Kelley G. Palladino, Leah Hetherington, Brennan Zentmeyer

SPARK Symposium Presentations

Dive into the world of data privacy with our presentation on the California Consumer Privacy Act (CCPA). This legislation grants Californians unprecedented control over their personal data. We'll explore the key rights it provides, such as the ability to know what data is collected, to request its deletion, and to opt-out of the sale of data --- meaning consumers can direct businesses to stop selling their personal information, protecting their privacy from unwanted commercial use

We'll also discuss the CCPA's impact on businesses. The CCPA applies to for-profit businesses that collect personal data from California residents, do business in California, …

Sustainability And Visit Intentions: The Mediating Role Of Identification With The Destination., Nicolas G. Lorgnier

AMTP Proceedings 2025

The United Nations' Sustainable Development Goals (SDGs) provide a framework to enhance tourism competitiveness, crucial for recovery post-COVID-19. Despite initial successes, research on SDGs' impact on destination brand image is limited. This study explores SDGs' influence on destination brands and the mediating role of identification in a cross-cultural context, organized around four research questions. The study uses data from online surveys in five countries, analyzed through PLS-SEM. Results show that destination SDGs are the most predictive of visit intention, with tourist SDGs negatively moderating this influence. The study finds that SDG-congruity measures are redundant and do not enhance visit intention …

Consumer Cynicism And Situated Learning: When Is It Best For Consumers To Learn About Service Failures?, Mousumi Bose Godbole

AMTP Proceedings 2025

While prior research has discussed the importance of situated learning and consumer’s contextual cynicism when exposed to service failures, this is the first research that combines the two. Especially, cynical consumers need to learn about service remedies at the time or around the time-of-service failure. Providing information earlier in anticipation of a service failure may not help them in developing trust and empathy of the company and perceive that the company would responsibly resolve the issue. However, it may be okay to inform consumers who are not highly cynical ahead of time to help them prepare for any anticipated service …

Augmented Reality In Retail: The Role Of Experiential Value, Zahra Pourabedin, Vahid Biglari

AMTP Proceedings 2025

Augmented reality is being used as a marketing strategy to enhance customer experiences in various retail sectors. This research investigated the dimensions of experiential value that influence customers’ attitudes and purchase intentions. Surveyed data of 200 respondents were analyzed using confirmatory factor analysis and structural equation modeling. The findings revealed that the aesthetics and playfulness of augmented reality influence attitudes toward products. The findings emphasize the importance of augmented reality and provide practical implications for retail marketers to design and apply augmented reality. The study outlines its limitations and suggests directions for future research.

Systematic Analysis Of Time Use Among Older Consumers, Jack A. Lesser, Minjung Park

AMTP Proceedings 2025

The study of aging consumers is increasingly critical as global demographic shifts underscore their growing economic and societal significance. In the United States, those aged 65 and older constitute a substantial and influential segment of the population, contributing significantly to consumer spending. Despite their impact, the academic exploration of aging consumers is fragmented, with significant gaps in defining their characteristics and understanding their evolving behaviors. This research attempts to bridge these gaps through the analysis of data from the American Time Use Survey (U.S. Bureau of Labor Statistics, 2023), offering insights into the real-world activities and behaviors of different ages …

How Do College Students’ Regulatory Focus Shape Their Behavioral Outcome Towards Institutes Of Higher Education? The Role Of Cognitive Flexibility And Social Perceptiveness, Saurabh Singh, Sarath Nonis

AMTP Proceedings 2025

Colleges and Universities across the United States are witnessing a decline in overall freshman enrollments. The latest data suggests that in 2023 there was an overall decline in enrollment of 5% among first year incoming freshman students across the country (Wood, 2024). To generate favorable attitude among current or potential students, institutions of higher education have adopted the use of social media channels for communication with students (Perera et. al., 2023). Through this paper, we address the critical question of how institutes of higher education can maximize students’ commitment, sense of belonging, as well as positive word of mouth intentions …

Cross-Selling Life Insurance: Strategies Based On Life Span Theory And Critical Life Events, Jack A. Lesser

AMTP Proceedings 2025

This article develops strategies for cross-selling life insurance to customers who already hold other insurance products. Cross-selling life insurance presents unique challenges due to its association with long-term financial security, mortality, and legacy. Unlike other types of insurance that meet immediate needs, the decision to purchase life insurance is often triggered by critical life events and influenced by life span changes. Drawing on life span theory, this article identifies significant life events, such as marriage, parenthood, and retirement, that increase receptivity to life insurance and proposes theory-based strategies to enhance customer interest. By examining life stages and their associated motivations, …

Exploring The Cosmos From Earth: Terrestrial Space Tourism Destinations, Hilmi A. Atadil, Helena F. Allman, Qiulin Lu, Alison J. Green

AMTP Proceedings 2025

Imagine exploring the wonders of space without leaving Earth. Terrestrial space tourism makes this possible. A place designed to offer travelers unique experiences inspired by space-related activities can be considered a terrestrial space tourism destination. This place can be a city like Merritt Island, a region like Space Coast of Florida or even, if marketed effectively, an entire country. Based on the principles of Social Exchange Theory, the purpose of this study is twofold: (1) to explore the underlying dimensions of the perceived image of a terrestrial space tourism destination, and (2) to evaluate the relationships of these dimensions with …

1 – 1 > 0: Growing The Pie By Reallocating Shelf Space To Small Brands, Jesse Core, Ho Kim

AMTP Proceedings 2025

We examine whether reallocating shelf space to smaller brands enhances total category sales. During a three-month field experiment involving 20 supermarket stores in Arkansas (10 treatment and 10 control stores), we increased shelf facings for smaller brands in treatment stores and reduced facings for larger brands, while maintaining the total shelf space constant. A difference-in-differences analysis reveals that increasing facings for smaller brands significantly boosts total category sales, with an average increase of 960 ounces per week during the intervention. Notably, sales remained elevated by 786 ounces per week after shelf facings reverted to the original level, indicating a persistent …

Understanding Med Spa Preferences, Lee O. Brannon Iii, Tabor L. Schilling, Baily R. Trettel, Nancy B. Alden

AMTP Proceedings 2025

This study aimed to understand the key factors that influence client loyalty, determining the most effective marketing channels, and analyzing industry trends and client preferences, in order for med spas to increase their number of client bookings. Utilizing a survey, the researchers gathered data on client demographics, preferences, and behaviors related to aesthetic services. The analysis highlighted the critical elements of client retention, the impact of various marketing strategies, and the competitive landscape. By analyzing the results, the researchers provided descriptive analysis of demographic variables and client preferences. This research provided actionable insights to enhance client loyalty, attract new clients, …

Crafting Connections: Language Use And Cultural Resonance In Marketing Campaigns For The Hispanic Market, Santiago Reyes, Alessandra Noli Peschiera, Kristina Simon, Melany Sarcevic

AMTP Proceedings 2025

Considering the rapid growth and relevance of the Hispanic market in the U.S., this study explores strategies employed by brands in their communication efforts to connect with this consumer base. Through a qualitative content analysis, the study analyzes emerging themes and patterns in terms of language use and cultural values employed in marketing and advertising campaigns directed to the U.S. Hispanic market. Results reveal a prevalent use of Spanish, with a rise in the use of English reflective of changing demographic trends of Hispanics in the U.S. Cultural values resonant with Hispanic identity are also employed in campaigns. Important implications …

Doing Business With China And Decoupling: Recommendations For Global Strategy, Nader H. Shooshtari, Timothy A. Manuel

AMTP Proceedings 2025

In the last several years, the effort to reduce dependence on China supply networks and in general to lead western countries’ trade away from China has gained momentum. This effort largely led by the U.S. has been a result of supply chain uncertainty post COVID and growing geopolitical tensions between the two countries. China’s increasing global ambitions under President Xi Jinping, including territorial claims in the South China Sea and Taiwan have changed the view of China as a reliable global factory and trading partner to a major threat to U.S. power. U.S. policymakers view of China evolved from a …

Enhancing Marketing Student Success With Ai-Guided Experiential Learning: A Case Study, Lisa C. Troy

AMTP Proceedings 2025

Today’s educators face the challenges of arming students with subject matter knowledge, helping them develop the human-centric soft skills that recruiters seek, dealing with increasing class sizes and multiple formats, and keeping up with rapid changes in AI technologies. This two-phase case study demonstrates how the implementation of a generative AI-powered experiential learning platform enhanced student success via increased subject matter knowledge competency and development of key soft skills. Specifically, phase 1 shows how the implementation of the learning platform, in a large online course. resulted in significantly higher levels of marketing knowledge and perceived course effectiveness versus the same …

Membership Support For A Professional Organization Based On Member Satisfaction, Value, And Commitment, Shawn F, Clouse, Simona Stan, Nader Shooshtari

AMTP Proceedings 2025

Members of professional associations join these associations for reasons that include benefits and services to members, advocacy and lobbying on behalf of members and their interests, networking opportunities and a sense of community and identification with fellow association members. Members are likely to commit to the association and remain as members to the extent they are satisfied with what the association provides and if they perceive the benefits to exceed the cost (not just monetary) of membership. This survey of members of a professional association investigates the relationship between personal benefits, professional benefits, customer service satisfaction, membership satisfaction, membership value, …

The Role Of Firm-Level Characteristics In Enhancing Managerial Marketing Knowledge Competencies And Business Performance., Christine A. Makama

AMTP Proceedings 2025

This ongoing study examines the influence of firm-level characteristics—learning orientation, market orientation, and dominant logic—on managerial marketing knowledge competencies and business performance. Utilizing the Resource-Based View (RBV) and organizational learning theories, the research examines how these elements collectively shape strategic decision-making and adaptability in competitive markets. A quantitative methodology is employed, with data gathered through surveys of marketing managers across diverse industries. Preliminary analysis, utilizing Structural Equation Modeling (SEM), suggests significant interrelationships among firm-level characteristics, with learning orientation and flexible dominant logic emerging as key drivers of enhanced marketing knowledge competencies. Early findings also highlight the potential for firms to …

Bridging Workplace Discrepancies: Enhancing Managerial Plasticity For Effective Internal Branding And Employee Engagement, Lauren Peng, Tulay Girard

AMTP Proceedings 2025

Workplace value shifts and remote work have created discrepancies in managerial approaches, widening the gap between managers and personnel. This study addresses managerial plasticity development to navigate modern work environments and enhance internal branding. It introduces the Plasticity Model for measuring managerial plasticity and the Internal Branding Plasticity Model (IBPM) to explore relationships between internal branding, plasticity, employee engagement, job satisfaction, and loyalty. The research aims to provide insights into neuroplasticity development for fostering inclusive and innovative work environments.

Adoption Of Virtual Influencers By The Healthcare Industry: Benefits And Drawbacks, Jessica L. Holden, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2025

Social media influencers are thought leaders and influence others' attitudes, opinions, and behaviors (Pourkarim et al., 2023. Laszkiewicz & Kalinska, 2023). The healthcare industry currently utilizes social media and social media influencers to provide generalized health advice and opinions on and experiences with different providers (Reed & Feilding, 2022). However, the use of social media by healthcare businesses is still relatively novel (Gijsen et al., 2020), although it is becoming increasingly used for healthcare education and decision-making (Stellefson et al., 2020). Within the social media marketing space, there has been a rise in the use of virtual influencers. A Virtual …

The Cost Foundation Of Airline Market Offerings: A System Component Analysis, Bernice Osei, Steve Lemay, Dave Mcmahon

AMTP Proceedings 2025

This paper examines how airlines' core system components—infrastructure, equipment, people, and technology—create distinct cost structures that drive market offerings, pricing strategies, and revenue streams across different airline classifications. We analyze how full-service network carriers (FSNCs), low-cost carriers (LCCs), and ultra-low-cost carriers (ULCCs) leverage their cost foundations to develop competitive market positions. The paper ties airline market offerings to consumer psychology.

Hidden Markets In The Short-Term Rental Boom: A Case Study Of Investment And Property Service Operations, Jillian Aldrich, Steve Lemay, Dave Mcmahon

AMTP Proceedings 2025

In this research, we develop a series of propositions for future research based on a live case. The focus of the paper is the opportunities for complementary industries, such as, maintenance and janitorial services, created by Airbnb and Vrbo type apps.

The Impact Of Online Vs. In-Person Classes On College Students' Social Functioning And Well-Being: A Pilot Study, Aron Levin, Irwin Levin, J. Charlene Davis, C. Edward Heath

AMTP Proceedings 2025

This paper examines the relationship between undergraduate college students’ mix of online and in-person classes on their well-being and mental health. We first examine the research on consumer well-being and Quality of Social Functioning and then apply these streams of research to our pilot study, an online survey. In our pilot study, we find some statistical differences in students’ well-being, depending on whether they take predominantly in-person or online classes. Students who take about one half of their classes online are more satisfied with their academic performance than those who take all or mostly in-person classes. Those who take all …

Marketing For Musicians And Artists: A Pedagogical Model For Creative Business Education, Aron Levin, Jose Luis Saavedra Torres

AMTP Proceedings 2025

The myth of the "starving artist" persists, but marketing and entrepreneurial skills can empower creatives to thrive in the gig economy. This paper presents a pedagogical framework for a marketing course tailored to non-business students, particularly those in the creative arts. Using Sam Ryder, a musician who leveraged digital platforms to achieve meteoric success, as a case study, we explore the role of higher education in equipping artists with business skills. Grounded in experiential learning theory, the course integrates modules on branding, digital marketing, pricing, and work-life balance, emphasizing hands-on projects like SWOT analyses, brand identity design, and marketing strategy …

Motivators And Barriers To Healthy Food Consumption: Qualitative Study With Gen Z Living In Bratislava, Emel Yarimoglu, Lucia Vilcekova

AMTP Proceedings 2025

People in Europe have been caring about physical activity, healthy eating, and healthy body weight. The study aimed to explore the motivators and barriers to healthy food consumption among university students living in Bratislava, Slovakia. Qualitative research was conducted with sixteen students, and data were collected by written text. Self-reported written data were collected by convenience sampling and analyzed via content analysis. Four motivators of healthy food consumption were revealed (personal appearance, health-consciousness, physical activity, and social), and four barriers to healthy food consumption were obtained (functional, personal, psychological, and social). This research is original since it demonstrated motivators and …

Tournament Theory – A Marketing-Oriented Examination, Ada V. Campbell

AMTP Proceedings 2025

This paper delves into tournament theory from a marketing perspective, particularly its application in sales contests and other marketing phenomena. The aim is to unravel how tournament theory elucidates wage inequality and drives individuals based on relative performance. Key insights include the pivotal role of prize structures in sales contests and the advantages of multiple-winner formats, which bolster performance. The paper also underscores the limitations and assumptions of tournament theory that necessitate attention and advocates for its integration with other theories to enhance its practical applicability.

Consumer Insights About Restaurant And Bar Preferences, Griffin D. Burt, Richard Kaminski, Zachary Eckenrode

AMTP Proceedings 2025

This study looks at how bar-restaurants, especially in small towns in Central Pennsylvania, can use market research and targeted marketing to attract and keep customers in today’s competitive landscape. As the market becomes more saturated and customer preferences shift, it's clear that offering quality food alone isn’t enough. Instead, businesses need to focus on creating a full dining experience, which includes great service, a welcoming atmosphere, and personalized touches. Using PJs Tavern as a case study, this research explores customer preferences, demographic factors, and the role of social media platforms like TikTok, Instagram, and Facebook in driving customer engagement. By …

Exploring The Affectionate Dimension Of Cuteness, Can Trinh

AMTP Proceedings 2025

This research aims to extend the current literature related to cuteness by exploring the affectionate dimension of cuteness to see how this dimension may differ from the other two types of cuteness discussed in the literature and the potential impacts of this cuteness dimension on consumers.

Cognitive Processing’S Role In Preventing Consumer Scams, Lana Waschka, Marcus Cunha Jr.

AMTP Proceedings 2025

Building on the findings of prior Unconscious Thought Theory (UTT) research, which showed how utilizing unconscious processing allowed participants to better identify lies (Reinhard, et al., 2011), the current work proposes a potential solution for consumers to identify and avoid complex scams and frauds: the use of distraction/ unconscious thought while processing information about scams. Through the course of three studies, we find evidence in support of the hypothesis and identify a moderated (relationship status) mediation (materialism) and that the main relationship is moderated by low self-esteem.

This work contributes to the literature by extending the application of unconscious thinking …

Exploring Fan Dynamics In Nil Collectives: Insights Into Engagement And Contribution, Tom Hickman

AMTP Proceedings 2025

The introduction of Name, Image, and Likeness rights has transformed collegiate athletics, reshaping how fans connect with teams and athletes through collectives that individual fan contributions to support NIL opportunities. This study explores the relationship between NIL, fan collectives, and fan behavior, proposing a 2x2 typology based on concern for social status and the perceived importance of the collective to athlete recruitment. Four fan types are proposed: Passionate Believers, Social Status Seekers, Contributors, and Pragmatic Skeptics. Social identity theory and the theory of planned behavior provide a foundation for understanding how identity salience and subjective norms drive behaviors like NIL-branded …

Promoting Customer Helping Behaviour In The Service Environment: New Perspective, Estelle Van Tonder

AMTP Proceedings 2025

This research offers a fresh perspective to the current debate on what drives customers to help other customers within service settings. The study surveyed 236 customers who previously received help from another customer when they used a food delivery app. Overall, perceived similarity and trust in the customer helper seemed of less importance in the model. Customers’ emotions take precedence over trust in social exchange behaviours within informal social networks and when assistance is provided in low-involvement situations. Additionally, comfort is mainly influenced by the interaction competence of the customer providing help. Hence, it suggested that service scholars should pay …

South Africans’ Attitudes And Behaviors Regarding Customer Citizenship: The Paradoxical Comparison Of The Primary And The Secondary Data, Christo A. Bisschoff, Sam Fullerton

AMTP Proceedings 2025

The current study compares the extant literature regarding South Africa to a current assessment using primary data to measure the same green phenomenon, namely customer citizenship. Secondary data were used to develop a profile of how external sources perceive South Africa. For the primary data, a sample of 513 consumers in South Africa responded to an invitation-only, Internet-based questionnaire that focused on attitudinal and behavioral issues germane to the five constructs commonly related to customer citizenship within the context of green purchasing and green consumption. The constructs in focus were green mindset, anti-consumption behavior, consumer coaching behavior, green advocacy, and …

A Model To Measure The Brand Equity Of South African Business Schools: A Case Study Of The North-West University Business School, Christo A. Bisschoff

AMTP Proceedings 2025

This study aims to measure the brand equity of a regional business school in the North-West province of South Africa. A tailor-made approach implied identifying relevant brand equity dimensions and their respective measuring criteria from the literature. Professionals and managers in the Gauteng and North-West provinces were targeted in a judgmental sample to complete the questionnaires, and 97 responses from the combined nine student research papers were analyzed. Five brand equity dimensions were identified from the literature and measured. They are: (1) Perceived quality, (2) Brand awareness, (3) Brand associations, (4) brand loyalty, and (5) University reputation. The results show …