Business Commons^™

How Cultural Factors Affect Chinese Americans’ Attitudes Towards Seeking Mental Health Services, Arlene Q. Chen, Xinji Xiao, Yueting Wu, Xuan Zhang, Sindy Chapa

AMTP Proceedings 2022

Chinese Americans are the largest ethnic group among Asian Americans. However, the treatment rate for mental illness among Chinese Americans is much lower compared to other ethnic groups. Studies have been conducted on cultural barriers that prevent Asian Americans from seeking mental health treatment, but there is a lack of research on specific ethnic groups, such as Chinese Americans or Korean Americans because they are frequently grouped into homogenous clusters. This study will identify the cultural factors that influence Chinese Americans’ attitudes towards seeking mental health treatment and analyze how these factors affect their behaviors in seeking mental health treatment.

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

AMTP 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.

Chamber Of Commerce Membership: An Explanatory Model Of Member Organizations’ Normative, Continuance And Affective Commitment, Shawn Clouse, Simona Stan, Nader Shooshtari

AMTP Proceedings 2022

Organizations of different types (large or small, for profit or not) associate in order to gain benefits from working together such as advocacy in the local business community, business expertise, access to markets, and more efficient operations through better communication and collaboration that drive the effectiveness of their leadership and innovation. The purpose of this study is to contribute to a better understanding of the factors that drive member organizations’ commitment to membership in a local Chamber of Commerce. The research hypotheses look at how membership commitment is impacted by the chamber’s role in the community, member satisfaction, member organization …

Is Sales Competition A Good Motivator Or A Bad Idea? The Underlying Mechanism Of Threat Appraisals, William J. Zahn Ph.D., Yi Peng, Willy Bolander, Bryan Hochstein, David Mathis

AMTP Proceedings 2022

The common logic for competition in sales organizations is simple: as salespeople compete with one another, the sales performance of the entire group should increase. Some prior research has supported this notion, while other studies suggested that competition may adversely affect employees. Our research finds both positions have merit, as a salesperson's perceptions of a competitive psychological climate (CPC) increase sales performance and turnover intentions. To explain this countervailing effect, we turn to cognitive appraisal theory to demonstrate that salesperson appraisal of the environment motivates their behavior. Specifically, salesperson threat appraisals act as a mediator between CPC to performance and …

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

AMTP 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 …

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

AMTP 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 …

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

AMTP 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 Effect Of Resource Scarcity On Consumer Ethical Behavior, Todd C. Haderlie Jr, Jaehoon Lee

AMTP 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).

Intention To Pursue A Sales Career: A Dyadic Study Of Students And Parents Extended Abstract, Joseph Little, Mark Kubik, Alexander King, Grant Weidman

AMTP Proceedings 2022

Typical career choice selection studies generally have been one sided focusing on students or parents independently. This dyadic study aims to analyze student and their parent influencers to determine what will be the strongest influencer of a student to pursue a career in sales. “Because the dyad is arguable the fundamental unit of interpersonal interaction and relations, family relations such as a parent and their child/student have a powerful dyadic component” (Kenny et al., 2006, p1). Therefore, understanding the influencers of this career choice selection may lead to interventions for increasing the number of students to pursue a career in …

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

AMTP 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 …

Human Chefs Cook More Calories: The Impact Of Human (Vs. Robotic) Food Producer On Calorie Estimation, Wenyan Yin, Yanliu Huang, Cait Lamberton

AMTP Proceedings 2022

This research explores how the production mode (human-made vs. robot-made) has an impact on calorie estimation for vice and virtue food. Across 3 studies, we find that healthy food is inferred to have more calories when it is produced by a robot than by a human whereas the effect is reversed for unhealthy food. Unhealthy food produced by a human is estimated to have more calories than the counterpart.

From Customizing Products To Possessive Bonds: The Role Of Consumer Involvement And Consumer Privacy Concern, Hua Chang, Lingling Zhang

AMTP Proceedings 2022

Despite the prevalence of customized products and service in the marketplace, little research has examined the impact of customization on consumers. The current research investigates the role of brand customization on consumers’ brand relationship and brand attitude. The findings from two experiments demonstrate that consumers with high involvement (vs. low) will have more positive brand relationship and brand attitude. In addition, consumer’s privacy concern moderates this relationship such that the identified positive effect exists only for those with a low privacy concern.

Exploring The Effects Of Linguistic Elements Of Social Media Corporate Apologies On Consumer Responses, Laurel Johnston

AMTP Proceedings 2022

In the current landscape of social media, consumers bring product and service failure complaints directly to brands daily. Whether such complaints are routine or hold potential for great consequence, social media’s viral nature means any brand-to-consumer interaction could become a public crisis if handled incorrectly. Corporate apologies are an effective strategy to mitigate negative audience sentiment and reduce online interactions that damage brand reputation. This study will manipulate previously identified but largely untested linguistic components of corporate apologies on Twitter, including personal greetings and closures and directives, to test their effects on consumers’ perceived apology sincerity, forgiveness, purchase intentions, and …

The Need For Non-Market Strategy: Epistemic Communities, Globesity And The Marketing Of Fast Food, Amit Mukherjee, Naz Onel

AMTP Proceedings 2022

Our preliminary research indicates the gradual coalescence of several disparate pressure groups into an epistemic community on the issue of curbing marketing practices in the quest for global obesity control. The epistemic community has converged on the WHO as the most receptive political venue and is engaged in information politics, symbolic politics, leverage politics, and accountability politics in its attempt to guide the WHO toward the path of a global regulatory regime on the marketing of fast food.

An Exploration Of How Having A Materialistic Value Is Related To An Environmentally Sensitive Personality., Sooyeon Choi

AMTP Proceedings 2022

This study aims to examine how having materialistic value is related to an environmentally sensitive personality. The proposed model has been empirically tested using the survey data collected from 150 consumers in the United States. The results showed that different aspects of materialism have a different effect on pro-environmental belief and attitude, indicating the potentially complex implications of materialism on sustainable practices.

The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman

AMTP Proceedings 2022

Over the course of the last few years, there has been an increase in the number of brands that are using their platforms to raise awareness for and support social justice causes/initiatives, such as gender equality in sports, Black Lives Matter, and #MeToo. Cause-related marketing (CRM), the broader terminology under which this practice falls under, has been the primary subject of prior research projects. Westberg (2004) suggests that consumers respond more favorably to CRM initiatives compared to sponsorship and sales promotion, and that there is some support that CRM initiatives help in increasing consumer attitudes of a brand. Other prior …

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

AMTP 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 …

Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, Tyler Trobert

AMTP Proceedings 2022

The rapid boom of social media in the 21^st century has positioned it as a key instrument in the realm of marketing. Social media has also given rise to a new kind of endorser: the influencer. The present study tested the effects of expert influencers vs traditional celebrities on brand attitude and purchase intentions of makeup products, within a cohort of millennials. Results showed respondents tended to favor the expert influencer in terms of perceived expertise, brand attitude and purchase intention. This has important implications for marketers when it comes to deciding upon an endorser for their brand, with …

Trends In Global Bridal Industry: Emergence Of Online Bridal Stores And Survival Of Brick-And-Mortar Stores, Libby Jones, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2022

The growing global bridal industry and the different trends, traditions, and aspects of specific countries’ bridal industries are explored in this paper. It outlines western and eastern practices and how globalization contributes to their spread. A deeper focus is dedicated to the United States’ bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry’s emerging challenges. Each proposition is evaluated according to each retail format’s reaction.

Trust issues in the retail environment, convenience, …

Developing Marketing Capabilities To Mitigate Perceived Cybersecurity Risk In Healthcare Organizations, Manisha Mathur

AMTP Proceedings 2022

The effective delivery of health care relies on sharing electronic health records across multiple providers in the healthcare system. On the other hand, cybersecurity efforts mostly rely on centralizing sensitive and valuable data and securing devices, networks, and electronic systems. Hence, cybersecurity in healthcare is complicated due to the contradictory characteristics of healthcare delivery and cybersecurity. The firms’ unsuccessful attempts to prevent massive data breaches in the recent past have heightened cybersecurity risk perceptions of customers and cybersecurity-related marketing challenges and opportunities. Therefore, it is critical for marketers to step up and devise strategies and tactics to avert the negative …

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

AMTP 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 …

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

AMTP 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 …

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

AMTP 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 …

Chinese’ Impulsive Shopping Behavior In A Post-Pandemic Era: Exploring The Impact Of Long-Term Orientation On Self Control, And Utilitarian And Hedonic Shopping Values, Pei Wang, Sindy Chapa

AMTP Proceedings 2022

Based on previous premises, the present study proposed a model that aims to understand consumers’ impulsive shopping behavior in China. This study takes into consideration the cultural core value of long-term orientation of Chinese consumers to explore the moderating role of hedonic value, utilitarian value, and self-control on impulsive buying behavior. An online survey was employed using a convenience national sample in China. A total sample of 237 was collected and used to test the proposed model and hypotheses. Theoretically, the study provides an alternative model that explains the role of hedonic value, utilitarian value, and self-control on impulsive online-buying …

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

AMTP 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). …

Bitcoin: Bringing New Meaning To Purchasing Power & Bridging The Wealth Gap, Fabienne Cadet

AMTP Proceedings 2022

Bitcoin has emerged as a hot topic in our marketplace. Launched in 2009, Bitcoin is considered the first cryptocurrency, which is a virtual currency, devoid of any physical form. This paper takes a strategic approach to investigating Bitcoin usage. Additionally, the paper provides insight on the societal impact of Bitcoin. As its demand increases, it appears that Bitcoin is here to stay, therefore gaining a better understanding of this new form of currency and its impact on the market is crucial. The paper begins with background information on Bitcoin, followed by an overview of current Bitcoin users, which provides insight …

There Is No I In Team: The Role Of Sales Faculty Coaching And Organizational Culture On Student Competition Teams, Stefan Sleep, Brent Mcculloch

AMTP Proceedings 2022

As sales competitions become more prevalent in the educational environment, faculty coaching has taken on a role that closely replicates coaching by industry sales managers. This case study examines how the combination of faculty coaching and student sales team organizational culture impact performance in sales competitions. By providing positive feedback, role modeling, and building trust, faculty coaches can improve performance and commitment while preparing students for their future careers. Additionally, developing an organizational coaching culture plays a critical role in contributing to the overall success of the team as it encourages student commitment and participation. These lessons are also relevant …

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

AMTP 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 …

Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk, Zsofia Toth, Tristan Emerson, Nikolina Koporcic, Sally Mckechnie, Muzna Shehzad

AMTP Proceedings 2022

This research examines how retail businesses from central England’s Midlands region communicated temporary closure of their brick-and-mortar stores via shop window messages during the first two Covid-19 lockdowns in 2020. These closure notices represent important forms of crisis communication for businesses, which display various levels of information, emotional language, or functional intent, and offer signposts for business continuity. 417 shop window closure notices were photographed - 167 and 250 from the first and second periods of lockdown respectively. In order to analyse the data, a multimodal social semiotic framework was employed, allowing the study to examine the language, design and …

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

AMTP 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 …