Marketing Commons^™

Promotion Architecture: A Deal Fairness Model Of Restricted Price Promotions, Shangwen Yi, David Hardisty, Dale Griffin, Thomas Allard

Research Collection Lee Kong Chian School Of Business

This research examines the effectiveness of two common types of restricted price promotions: threshold promotions (conditional on spending more than a threshold amount; e.g., “Get $5 off on orders of $10 or more”) and capped promotions (limited to a maximum dollar value; e.g., “Get 50% off, up to $5 per order”). Results from seven pre-registered studies, including one field study, show that threshold promotions lead to higher purchase intentions and conversion rates (but potentially lower purchase amounts) than comparable capped promotions—even though capped promotions are equivalent in maximal economic savings for the consumer—when the trigger value (the spending amount at …

Offline Fashion Shopping Trends: Factors Influencing Millennial And Gen Z Purchase Decisions, Muhammad Alfikri, Ma'mun Sarma, Irni Rahmayani Johan

ASEAN Marketing Journal

Type of manuscript: Scientific Paper

Research Objective: This study aims to identify the characteristics and behaviour of millennials and generation Z in Medan City in purchasing fashion products, and analyse the influence of various factors such as information, lifestyle, word of mouth, technology, place, promotion, product, and price on their purchasing decisions, which include aspects of product choice, quantity, and time of purchase.

Design/methodology/approach: Data was collected online using Google Forms from 350 respondents. Respondents were millennials and generation Z who had shopped in person for at least the last 3 months, and the data was analysed using …

Beyond The Shelf: How Reallocating Shelf Space To Emerging Brands Enhances Store Performance Through Dynamic Brand-Level Effects, Jesse Core, Ho Kim

Journal of Applied Marketing Theory

This study examines the effects of reallocating shelf space from established to emerging brands in the flavored malt beverage category, a fast-moving, impulse-driven product category. Using a 13-week field experiment in 16 U.S. grocery stores (six treated, ten control), we reallocated one shelf facing from an established to an emerging brand for four weeks before reverting the shelves to their original configuration. Then we analyzed weekly SKU-level data on sales with fixed-effects panel regressions. Results show that the shelf-space reallocation increased category sales by 21.2% during treatment and 27.6% after reversion, revealing persistent gains. At the brand level, emerging brands …

Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender

Journal of Marketing and Consumer Behaviour in Emerging Markets

Online shopping non-adoption remains critically underexplored, especially in emerging markets. Addressing this gap, the authors develop and test a distrust-centric framework that applies the inhibitory logic of social exchange, trust transfer, and social presence theories to explain pre-emptive avoidance. Focusing on South Africa, where only 18.16% of the population engage in e-commerce, data was collected from 414 consumers who have never shopped online. Structural equation modelling reveals that perceived lack of reciprocity directly increases the intention of non-adoption. Moreover, distrust in online payment systems transfers to broader channel scepticism, which in turn drives avoidance. Perceived lack of social presence further …

Generative Ai’S (Genai) Impact On Sales Performance: An Empirical Study On Business-To-Business Sales Process, Michael Rodriguez, Michael Rodriguez, Mike Krush, Dawn Deeter-Schmelz

Atlantic Marketing Association Proceedings

No abstract provided.

Buyer-Seller Relationships In The Post-Pandemic Era, Stephen Carlson, Morgan Sales

Atlantic Marketing Association Proceedings

No abstract provided.

A Psychometric Evaluation Of The Derailment Scale, Brian R. Kinard, Subhra Chakrabarty

Atlantic Marketing Association Proceedings

No abstract provided.

How Does Product Experience Influence The Helpfulness Of Photo-Enhanced Reviews?, Bridget Satinover Nichols, Anh Dang

Atlantic Marketing Association Proceedings

No abstract provided.

Selling In The Digital Era: The Power Of Artificial Intelligence, George Morrone Iv, Monica Wei, Rex Mcclure

Atlantic Marketing Association Proceedings

No abstract provided.

Emotional Intelligence Training For Salespeople And Sales Managers, Charles D. Shepherd, Tracey Honeycutt Sigler

Atlantic Marketing Association Proceedings

No abstract provided.

A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari

Atlantic Marketing Journal

This study explores the differences between faculty who have and have not led study abroad programs at a southeastern U.S. public university. Using survey responses from 133 faculty members, the research examines professional and motivational variables that influence participation. Findings reveal that those who have led study abroad programs tend to be satisfied with their experiences, report higher perceptions of student cultural competency gains, and are more likely to recommend such programs to peers. Additionally, experiential learning emerged as a central theme, with faculty highlighting the pedagogical value of immersive global education. Barriers to participation were also investigated. The study …

Trust Migration In The Digital Era: Information Regimes And The Transformation Of Buyer–Seller Relationships, Stephen C. Carlson

Atlantic Marketing Journal

Business-to-business selling is being reshaped by rapid advances in digital platforms, enterprise systems, analytics, and artificial intelligence. Organizational buyers increasingly rely on algorithmic tools, peer communities, institutional certifications, and automated evaluation systems before engaging directly with sales representatives. Yet much of the buyer–seller trust literature continues to emphasize interpersonal communication quality, listening behaviors, and individual credibility as primary drivers of relational success.

This article argues that the central transformation in contemporary selling is not the erosion of trust, but its relocation. As technological infrastructures evolve, trust progressively migrates from individual sales representatives to organizational systems, platforms, governance mechanisms, and algorithmic …

A Captured Audience: How Job Stress Leads Employees To Online Shopping Via Cyberloafing, Seth Williams

Atlantic Marketing Journal

This paper investigates the hyper-connected workplace and how the modern employee deals with job stress in their work environment. Using the theory of compensatory consumer behavior and partial least squares structural equation modeling, we investigate how job stress impacts employees in the workplace to shop online. This shopping is done via cyberloafing, which is using the internet for personal reasons at work. Psychological detachment is also studied as a mediator. Theoretical and practical implications are discussed for managers in the workplace as well as businesses marketing to individuals taking a break on the clock.

Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews

Atlantic Marketing Journal

Artificial intelligence (AI) is a revolutionary technology that provides tools and methodologies to expand marketings impact. AI enables companies to better understand customer needs, preferences, and behaviors to personalize an approach to different market verticals and segments. AI has become a significant factor influencing how businesses interact and retain the attention of customers. Customers increasingly have an appetite for a highly personalized interaction. AI-driven data approaches and innovative technologies are increasing personalization and efficiency. AI is a revolutionary tool that enables marketing to grow beyond traditional limitations. Understanding the correct tool is vital for marketing executives, whether they are obtaining …

Bill Brand Interview By Alex Morris, April 6, 2026, Bill Brand, Alexander Morris

HIST 4798/5798: Recording Memory: Methods and Uses of Oral History

In this 2026 interview, Bill Brand, a former corporate executive and, since 2023, a trustee on the Ohio University Foundation Board, discusses his lifelong connections to Ohio University (OU) and Athens, Ohio. An OU alum, Brand earned a Bachelor of Science from the Scripps College of Communication in 1987. He discusses what about OU—from when he first visited in the early 80s up until now—has continued to entice him into involvement with the university. In particular, he touches on the strong sense of community within both the university and Athens as a whole, which he asserts serves as a safe …

Examination Of Celebrity And Influencer Endorsements, Mackenzie Molnar

Honors Projects

This study examines the effects of celebrity and influencer endorsements on consumer attitudes and purchase intentions. A digital survey was distributed through Prolific to 210 U.S. participants ages 18–24. Participants viewed fictional advertisements featuring either a celebrity or an influencer endorsing a product and then rated each endorsement on familiarity, relatability, authenticity, believability, and likelihood of purchase. Results showed that endorsement type alone did not significantly affect believability, indicating that celebrities and influencers can be similarly effective in marketing. However, gender, media usage, and relatability significantly influenced consumer responses. Female participants responded more positively to influencer endorsements, while higher relatability …

Counterproductive Work Behaviors To Cope With Person-Organization Misfit, Subhra Chakrabarty, Brian R. Kinard

Atlantic Marketing Association Proceedings

No abstract provided.

Generative Artificial Intelligence In Professional Selling Course: The Art (And Science) Of Prompt Engineering, Michael Rodriguez, Kevin Trainor, Michael Rodriguez

Atlantic Marketing Association Proceedings

No abstract provided.

Examining The Long-Term Impacts Of The Covid-19 Disruptions On B2b Selling: A Review And A Scenario Analysis Framework For Planning, Memo Diriker, Denny Mccorkle, Joe Alexander

Atlantic Marketing Association Proceedings

No abstract provided.

Analysis Of Consumer Response To Online Same-Day Grocery Delivery Service: The Case Of Korea, Hyun Sang An, Arim Park, Ju Myung Song, Christina Chung

Atlantic Marketing Association Proceedings

No abstract provided.

Did Covid-19 Make Professional Sales Obsolete In Business-To-Business Transactions?, Laura Robinson

Atlantic Marketing Association Proceedings

No abstract provided.

Small Value-Add Local Food Retailer’S Covid-19 And Post-Covid-19 Strategies, Timothy Schauer

Atlantic Marketing Association Proceedings

No abstract provided.

More Insight, More Impact: Co-Teaching As A Catalyst For Engagement In Sales Education, William Bergman Mr., Jeffrey Carlson Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

Ai-Eva: Evaluating The Value Of Overhauling Hotel Infrastructure For Artificial Intelligence Integration In Guest Experience, Pearllana Prioleau

AMTP Proceedings 2026

Luxury hotels are adopting artificial intelligence-enabled voice assistants (AI-EVA) to enhance guest experience and maintain competitive advantage. This study examines strategic implications of AI-EVA integration, focusing on consumer acceptance and organizational performance. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and Resource-Based View (RBV), the research uses a mixed-method approach: qualitative analysis of guest attitudes, quantitative testing of adoption drivers via structural equation modeling, and executive interviews on ROI and infrastructure challenges. Findings will inform strategies for balancing personalization with operational efficiency while addressing privacy concerns. The study contributes to theory by extending UTAUT and RBV …

Cute, Collectible, And Contagious: Understanding The Starbucks Bear Cup Phenomenon, Natalya Vodopyanova

AMTP Proceedings 2026

This study examines the Starbucks Bear Cup phenomenon to understand how identity expression, scarcity perceptions, and fear of missing out (FOMO) shaped consumer engagement during a highly publicized limited-edition product drop. Using Consumer Culture Theory and scarcity/FOMO frameworks, the research investigates how consumers constructed meaning around the Bear Cup through social media displays, community rituals, and symbolic participation. A qualitative content analysis of Instagram posts revealed five dominant patterns: celebratory acquisition posts, expressions of scarcity frustration, curated identity displays, community interaction, and creative substitution using bear-shaped alternatives. Findings show that consumers used the cup as a vehicle for identity signaling …

Integrating Leadership Development Into Sales Management Education: A Teaching Case Using Goleman’S Leadership Framework To Teach Coaching And Adaptive Leadership, George Talbert, Malcolm Talbert, Earl Honeycutt

AMTP Proceedings 2026

Sales management courses often emphasize operational responsibilities such as forecasting, territory design, hiring, compensation, and performance evaluation. While essential, these topics alone do not prepare students for the behavioral and emotional demands of leading people in dynamic selling environments. Employers increasingly expect early-career managers to motivate, develop, and retain talent under ambiguity. This teaching case presents a senior-level undergraduate sales management capstone that embeds leadership development into the core of the course using Daniel Goleman’s emotional intelligence-based leadership styles as the primary framework. The course positions coaching as a central, teachable competency and treats leadership as a set of context-dependent …

What Graduates See And What Employers Pay; Reconciling Salary Reporting And Total Compensation In Sales And Marketing, John Ertel, George Talbert Jr.

AMTP Proceedings 2026

College students frequently rely on university career centers for salary information when evaluating early-career opportunities. In sales, however, reported compensation figures often reflect base pay only and exclude performance-based earnings such as commissions and bonuses. This study uses a single-university case study to examine whether university-reported salary data for sales roles accurately represents total compensation. Institutional career center reports and national salary projections were compared with insights from employers, sales professionals, and recent graduates. Findings indicate that performance-based compensation constitutes a substantial portion of total earnings in sales roles but is frequently omitted from reported figures, leading to systematic understatement …

Running On Empty: How Burnout Derails Customer Delight And Sales Performance In Road Warrior Salespeople, Charshae L. Marshall-Phillips

AMTP Proceedings 2026

In an increasingly competitive marketplace, firms rely on customer delight for success. The physical and emotional toll on “Road Warrior” salespeople often acts as a barrier to this goal. This research proposes a model connecting antecedents (burnout) and outcomes (sales performance) via the salesperson's ability to create customer delight.

Employing a quantitative design with B2B salespeople traveling over 50% of the time, Structural Equation Modeling (SEM) is used to test hypothesized relationships. It is hypothesized that emotional exhaustion negatively impacts the capacity to create delight, subsequently lowering sales performance. Crucially, sales manager support is expected to moderate this relationship, acting …

Internship Best Practices: A Comparative Analysis Of A Small Private University (Tiffin University) And A Large Public University (Kennesaw State University), Kellie Mcgilvray, Randy Stuart

AMTP Proceedings 2026

The balance of scholarship and professional practice is a hallmark of career preparation in higher education. While classroom instruction is essential for building foundational knowledge, experiential learning through internships allows students to apply theory in authentic professional contexts.

Are the requirements and administration of internship experiences the same at a small private university (Tiffin University-TU) (student population 3,726/687 business majors) as at a large public university (Kennesaw State University-KSU) (student population 50,000/10,000 business majors) and what best practices can be learned from both organizations? This paper will compare and contrast the practices at both schools and recommend best practices to …

The Impact Of Targeted Marketing On The Health Of Teenagers In America: Regulatory Safeguards And Implications, Katelyn Overbay

Senior Theses

The rise of digital marketing has transformed how companies engage with consumers, particularly those that fall within the adolescent age group. Teenagers represent a uniquely vulnerable demographic due to the developmental stage they are in, making them especially susceptible to targeted advertising strategies that leverage data analytics, social media algorithms, and behavioral tracking. The aim of this study is to examine the direct and indirect impacts of targeted marketing on the physical, mental, and social health of teenagers in the United States. Drawing on existing literature, case studies, recent lawsuits, and regulatory analysis, the research gathered explores how industries such …