Marketing Commons^™

Student’S Attitudes Toward Academic Dishonesty: An Exploration, David J. Burns, Randy S. Stuart, Anne Heineman Batory, Stephen S. Batory

AMTP Proceedings 2019

Academic dishonesty in college/university classrooms is widely recognized as a serious problem (Offstein and Chory 2017). Studies indicate that academic dishonesty is pervasive. Klein, Levenburg, McKendall, and Mothersell (2007), report 40-80 percent of college students are involved in academic dishonesty, whereas McCabe, Butterfield, and Treviňo (2012), report 65-87 percent involvement. Studies also report that cheating activity is increasing (Forsha 2017; Pérez-Peňa 2012), facilitated by increasing levels of tolerance (where instances of academic dishonesty are overlooked by classroom instructors (Coren 2011)), and advances in technology (Best and Shirley 2018). Consequently, academic dishonesty has become an increasingly important area of concern and, …

Strategic Leadership: Do Supply Chain Management Leaders Make Better Senior Executives?, Stephen M. Rutner, Rebecca A. Scott, William I. Norton, Jr.

AMTP Proceedings 2019

Starting in the 1990’s, various companies began to see Logistics and Supply Chain Management as tools to gain competitive advantage in the marketplace (Li et. Al., 2006). The rise of Supply Chain Management (SCM) as a critical element of various companies’ strategies raises the question of the abilities of various leaders. For most companies, there is an assumption that the senior leader(s) should be a person whose operational and tactical experiences are in the basic function the company performs (i.e., a manufacturing company would be best led by an engineer that progressed through the manufacturing process/floor/plant/etc.) However, the assumption that …

The Impact Of Fantasy Football On The Nfl Fan: Exploring Differences Between The Fantasy Football Participant And The Traditional Fan, Stefan Sleep, Scott Thompson, Michael L. Thomas

AMTP Proceedings 2019

Fans of the National Football League (NFL) often identify themselves not only with a specific team but also in terms of a broader social group, fantasy football participant. This research utilizes a social identity perspective and data collected from an online context to compare those fans with a team-specific identity to those who also actively participate in fantasy football. Our results show that fans often form a dual identity with the league and the team. This is an important consideration for managers, because while previous research shows that fantasy football participants may attend more games, social identity theory suggests that …

Do Perceptions Of Businesses Differ Between Higher And Lower Counts Of Social Media Post Engagements?, Tally Shaw, Melinda A. Mclelland

AMTP Proceedings 2019

Social media is a popular marketing tool that directly connects businesses and consumers. This is a relatively new phenomenon, which requires more understanding on the part of marketers. Understanding how consumers respond to social media posts made by the business is vitally important to the continued success of businesses utilizing social media as part of their marketing efforts. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. This study features an experiment that manipulates the effects of high versus low counts of Facebook likes/shares on Facebook timeline posts. This research extends …

Market Orientation Across Firm Performance Levels; Manager, Salesperson, And Customer Viewpoints, Thomas L. Powers, Dawn B. Valentine

AMTP Proceedings 2019

Market orientation and its impact on firm performance has been a topic of research interest for many years, yet research is still needed to extend this stream of literature in two important areas. Previous research has largely examined a company management perspective of market orientation, excluding the perspective of front line personnel, and that of customers. In addition, performance has been primarily assessed using subjective perceptions as opposed to objective measures. This study is intended to extend the literature beyond these traditional perspectives by examining market orientation from three different viewpoints including managers, salespeople, and customers as it relates to …

Exploring Self-Efficacy With An Emphasis On Direct Selling, Robert A. Peterson, Gerald Albaum, Victoria L. Crittenden

AMTP Proceedings 2019

Self-efficacy, the confidence that one has in his or her capabilities to achieve a goal, is one of the most widely studied constructs in personal selling and sales management research. With few exceptions, self-efficacy has been studied as antecedent to sales performance. The present study differs from prior marketing-related studies of self-efficacy in that it explores whether a direct selling experience can enhance business/professional self-efficacy and personal life self-efficacy. In other words, in the present study self-efficacy is treated as consequent to a direct selling experience. An online survey was conducted in which a nationally representative sample of 495 current …

Exploring Financial Literacy Of Independent Musicians In The Gig Economy, Benjamin O. Milam, Jamye Foster

AMTP Proceedings 2019

The purpose of this study is to gain insight into the elements of the career of independent musicians. Specifically, how they overcome, or fail to overcome, the challenges of a gig economy through knowledge and ability to properly allocate scarce financial resources. The research questions posed are as follows: Does higher financial literacy allow independent musicians to sustain and improve their career in the gig economy? How do independent musicians use financial literacy to sustain their career? How does industry experience affect ability of independent artists to effectively allocate financial resources? To answer these research questions, relevant literature is first …

Use Of Ethnic/Culturally Based Incongruent Cues In Informational Versus Transformational Advertising, Neleen Leslie

AMTP Proceedings 2019

This study compares the relative effectiveness in the use of culturally incongruent cues in informational and transformational advertising. A case study was done to explore the extent to which ethnic/ culturally incongruent cues are used in advertising in informational and transformational advertising and to compare the effectiveness of these ads between the two advertising forms. The study sought to address two questions: (1) To what extent are ethnic/culturally incongruent cues used in informational or transformational advertising? and (2): Is the use of culturally incongruent cues more effective for informational or transformational ads?

A content analysis approach was used to extract …

Global Awareness Of Marketing Students, Michael Latta

AMTP Proceedings 2019

Undergraduate and MBA Marketing programs typically include education goals such as:

“To prepare students for a changing domestic and global business environment characterized by organizational and cultural values, diversity, opportunity, and growth.”

They also include learning objectives such as:

“Students will be able to demonstrate the ability to think strategically about the global business environment.”

Presumably this approach to educating undergraduate and MBA students will prepare them to become ‘global citizens.’ The question may be asked about what undergraduate and MBA marketing students know about changes in global extreme poverty, education access for women around the world, and number of …

The Impact Of Brand Love, Brand Attachment, And Electronic Shopping Experience Satisfaction (Eses) On Consumer Willingness To Write Reviews, Michelle Le, Joanne T. Cao, Gallayanee Yaoyuneyong

AMTP Proceedings 2019

The purpose of this study is to examine the willingness of a consumer to write an online review in relation to their love for a brand, their attachment to a brand, and their satisfaction with shopping online for that brand. There are limited empirical studies that investigate the impact of Brand Love, Brand Attachment, and Electronic Shopping Experience Satisfaction (eSES) on online reviews. Brand Love is the extent of emotional attachment that a content consumer feels for a certain brand or trade name whereas Brand Attachment measures the degree or strength to which consumers connects themselves with a brand. Lastly, …

Reverse And Questionable Responses Using The Kano Method In International Surveys, Michael Latta

AMTP Proceedings 2019

New product development has become an international exercise. One method of designing products is the Kano Method. Although not as popular as discrete choice or conjoint, the Kano Method is being used internationally to design products and services. The question process is not as straight forward as discrete choice or conjoint, and that raises questions of utility of the Kano Method when used internationally. This study shows results vary across countries dramatically.

Dynamics Of Business Decision Making: Understanding The Role Of Emotions, Nikolina Koporcic, Miika Nietola

AMTP Proceedings 2019

In recent years, there has been a need for deeper understanding of the cumulating knowledge in different science disciplines about human emotions in decision making. Indeed, many traditional economic theories operate with the preconception of utility maximization, which partly contradicts with the recent findings in behavioral economics and neurosciences. In other words, science has shown that we can make suboptimal business decisions under the influence of changing emotional states. Moreover, traditional economic literature has often highlighted the strict division between rational decision making and the effective dimensions of the human mind. This conceptual article therefore challenges these conceptions by exploring …

The Social Media Magnet: A New Paradigm In Inbound Marketing Instruction, Kyle A. Huggins, J. Elliot Cunningham

AMTP Proceedings 2019

Social media has changed the marketing environment in ways that traditional marketers could have never imagined just a decade ago. It has rapidly provided a mechanism to communicate on a one-to-one level, allowing marketers to tailor specific messages and content towards a fine-tuned segment of customers. Multiple philosophies on best practices in this digital landscape have provided various methodologies for targeting these customers. During this time of change, these practices have led to the refinement of digital services, including behavioral advertising, search engine optimization, pay per click, content marketing, social media marketing, and organic inbound marketing, among specialized others. In …

Firms Beware! Your Response Matters, Nicole Dilg Beachum

AMTP Proceedings 2019

On April 9, 2017, security personnel dragged a doctor off United Airlines Flight #3411 when he refused to give up his seat on an overbooked flight. Another passenger videotaped the entire incident, sharing it on social media. The video went viral on Twitter with over 87,000 shares and more than 6.8 million views in less than 24 hours. The following day, the CEO of the company responded to the public’s criticism in a statement and internal email to the company (that later went public). His remarks included an apology, but he also attempted to justify how the encounter was handled, …

Message Strategies Of North American For-Profit Colleges And Universities: A Qualitative Analysis, Michael J. Clayton, Matthew Hettche, Robert Hashbrouck

AMTP Proceedings 2019

A decade ago For-Profit Colleges and Universities (FPCUs) were experiencing booming enrollments and were well-positioned to take advantage of the opportunities presented through online learning platforms. Due to regulatory changes and heightened awareness of the low retention and graduation rates of these institutions, enrollment has plummeted and several major firms, including Sanford Brown and ITT have closed. Competition for students has intensified with a greater proportion of revenue being allocated toward marketing. In fact, for some FPCU marketing spending now exceeds the amount of money spent on their core service, teaching. This paper examines the message strategies of North American …

Can Fantasy Football Consumers Rely On Player Projections Found On Internet Websites?, David Bojanic, Joel Hillner, Michael Musante

AMTP Proceedings 2019

The popularity of fantasy sports has continued to grow over the past two decades, becoming a multi-billion-dollar industry. While the traditional leagues utilize a one-time draft process with subsequent waivers, daily fantasy sports (DFS) involves picking a new team(s) every week. As a result, traditional leagues require participants to predict the long-term (season) value of a player, whereas DFS requires participants to optimize the team value of players on a weekly basis. Therefore, the average DFS participant places a high premium on weekly player projections by “so-called” experts found on fantasy football websites. The purpose of this paper is to …

Student Satisfaction And Learning In Online Classes: The Case Of A Us Midwestern University, Samit Chakravorti

AMTP Proceedings 2019

This paper explores the factors impacting business undergraduate student’s perceptions of learning and satisfaction in a US midwestern public university. Data collected through a survey was statistically analyzed. Results show that satisfaction and learning are impacted by different factors with some overlap. These factors lie in the areas of course content, compatibility of technology with learning style, preference for online classes over face to face classes and degree of comfort in approaching instructors for help and advice. The paper also showed that there are distinct differences between students who said they have learned a lot and are satisfied with online …

The Twelve Beneficiaries Of Legalized Sports Betting: An Exploratory Assessment, Sam Fullerton, Michael Mccall, Ronald Dick

AMTP Proceedings 2019

The 2018 ruling by the United States Supreme Court essentially legalized sports betting across the nation. Prior to that ruling, sports books were restricted by virtue of the Professional and Amateur Sports Protection Act (PASPA). But with that landmark 6-3 decision, the opportunity door for sports betting has been opened for all 50 states. This paper focuses on two considerations regarding the opening of that door. Who are the potential beneficiaries and what benefits might they derive? A review of the literature identified twelve beneficiaries; among these beneficiaries are the teams, organizations, fans, sponsors, bettors, and society-in-general. The majority of …

Exploratory Insights Into Cross-Cultural On-Line Shopping Differences Between U.S. And French Millennials And Generation Zs, Steven M. Cox, Bradley W. Brooks

AMTP Proceedings 2019

Online retail sales have shown double-digit growth in the U.S. for the last decade lead by millennials and more recently generation Z. While extensive research has been done exploring U.S. online shopping behaviors of these generations, little cross-cultural work has been done. This paper explores the differences between the U.S. and French millennial and gen z online shoppers. The research focused on four questions; was there a difference in the number of times per week that individuals shopped online, the percentage of shopping funds spent online versus in store, the types of products purchased online, and the percentage of low …

Employee-Based Brand Equity And Word-Of-Mouth Product Referrals., Kristy Grayson, Mee-Shew Cheung

AMTP Proceedings 2019

While the benefits of employee-based brand equity (EBBE) drive value to an organization, employees are often an over-looked asset in the overall marketing mix. Word of mouth (WOM) communications is one of the oldest and most trustworthy sources of advertising, yet little is known about the factors that influence employees to share WOM product referrals with their social network. Through a Grounded Theory approach, data suggests that employees who exhibit higher levels of EBBE behavior share product referrals within their social circle. Also, employees explore their personal and social identity while evaluating a referral decision. Further, they consider relationship and …

Peer Evaluations For Extended Group Projects For A Sales Management Course, Joseph Chapman, Russell G. Wahlers

AMTP Proceedings 2019

This paper presents an evaluation process that has work well for two extended group projects in a sales management course. Students help develop the peer evaluation instrument, submit several peer evaluations over the course of each project, and are required to fill out each form completely and submit the forms on assigned due dates. Students lose points on their individual project scores for not following the evaluation process guidelines.

Does Media Mirror Reality? A Content Analysis Of Family Portrayal In Children's Advertising And Programming, Elise Johansen Harvey

AMTP Proceedings 2019

The purpose of this paper is to demonstrate the extent to which the portrayal of family in children's advertising and programming reflects changes in family structure in the U.S. Just as realistic representations of gender roles in advertising and the media have slowly become more common as gender roles have changed in society, so too should realistic representations of families become more mainstream in advertising and the media as the definition of family changes in society. The issue is especially important in the realm of children's advertising given children’s extensive television viewing. Children’s high exposure to media and advertising exposes …

An Investigation Into How The Modes Of Persuasion And Valence Affect Perceptions Of Online Reviews, Clinton Amos, Skyler King, Anthony Allred

AMTP Proceedings 2019

Consumers ubiquitously rely on assessments provided by strangers when seeking knowledge or making consumption decisions. Whether buying a car or a toaster, or choosing a restaurant, most consumers would feel lost if they attempted to make these decisions without first seeking verification via an online review. Despite the importance of online reviews in consumers’ daily lives, research on the effectiveness of online reviews is still in elementary stages and questions remain regarding how online review content style affects consumer judgments. Correspondingly, little is known about how message construction (e.g., rhetorical strategies) affects consumer judgments. Using an experimental design, this paper …

Best Of Both Worlds: Blending Logic To Expand The Customer Value Model, Adam Merkle

AMTP Proceedings 2019

The goods-dominant model of customer value involves a ratio of benefits received in exchange for sacrifices given. Service-dominant logic suggests a different view with the idea that all value is co-created by the customer. But value measurement challenges persist, and definitions of co-creation vary. These problems arise, in part, because goods-dominant thinking about value is largely set aside in the application of SD logic. Yet, the classic goods-dominant customer value model can be blended, joined, and advanced with theoretical principles from SD logic such as co-creation.

Firms no longer rely on simple product quality improvements or additional service benefits to …

Developing Scale Of Tourists’ Attitude Toward Culture Souvenirs, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan, Brigitte Burgess

AMTP Proceedings 2019

A variety of scales exist related to culture, but the literature lacked a scale measuring Attitude Toward Cultural Souvenirs (ATCS). The purpose of this study was to fill this literature gap by developing and testing a scale to measure ATCS. The scale development approach recommended by Churchill (1979) and Netemeyer, Bearden and Sharma’s (2003), which uses theory to guide the conceptualization and development of measurement items, was adopted. The resulting scale proves to be robust and reliable across cultures. Beyond the theoretical value of scale development, the current study broadens the literature by adding findings on attitudes towards cultural souvenirs. …

Content Analysis Of A Collegiate Athletic Twitter Account: Practical Applications For Promotion And Attendance Increase, Steve Shih-Chia Chen

AMTP Proceedings 2019

Twitter global usage has increased as a source of information during the past decade. This study explores different types of Twitter messages sent by a collegiate athletic department and analyzes the impact of these messages on attendance at home athletic events during the NCAA football season. The data examines five message categories: interactivity, content, promotional, information sharing, and noise. Noise accounts for any message that is not related to the studied sport season. Results suggest that while noise is prevalent, messages pertaining to the studied sport are impactful. The types of messages sent by a college athletic department can impact …

Retailers’ Use Of Partially Comparative Pricing In A Usage Category Context: An Exploratory Study, Ellen Campos Sousa

AMTP Proceedings 2019

Partially comparative price (PCP) happens when some products have a comparison price and other products have only the featured retailer’s price (Barone et al., 2004). It is common retailers promote advertisements with products from different product categories, but within the same usage category (e.g., products for Christmas, Mother’s Day, and a barbecue party). However, it is still unexplored how consumers evaluate the non-comparatively priced (NCP) products that belong to the same usage category as a CP product in an advertisement.

This research aims to fill this gap, proposing that items that are not naturally within the same product category may …

Service Print Advertisements: The Impact Of Brand Personality Perceptions, Attitudes, And Consumption Intentions, Lisa M. Sciulli

AMTP Proceedings 2019

The purpose of this research is to examine respondents’ perceptions regarding service print advertisements. Brand personality characteristics, attitudes towards the service, the ad itself, and subsequent consumption intentions for these services will be explored. Statistical positioning tools provide analytical evidence whereby identified attribute ratings may yield desired service offerings. Results will be further tested with multiple regression to reveal predictive capabilities of the findings with consumption intentions. An advertising framework for positioning strategies for service organizations is provided with theoretical and managerial implications.

Previous research suggests that before a service is purchased consumers look for cues to make assessments of …

Consumer Social Identity And Competition, Hyewon Park, Rajeev Tyagi

AMTP Proceedings 2019

Consumers belong to various social groups and their social identity plays an important role in their purchase decisions. By buying products that are associated with their social group, consumers can show who they are and which social group they belong to (e.g., iPhones rather than android phones for "cool" professionals, t-shirts with sports logos rather than with hipster logos for athletic teenagers, and Tesla rather than BMW for environmentally-conscious moms). Consuming a product identified with its social group yields a consumer a benefit in being able to show to both in-group and out-group consumers which group she belongs to. There …

Perceptions Of Service Profession-Status Stereotyping: Comparisons Of Turkish And American Millennials, Musa Pinar, Coleen Wilder, Tulay Girard, Sinan Nardali

AMTP Proceedings 2019

Employment opportunities in the service industry have created jobs for both genders and raises the question about how these jobs are influenced and evaluated regarding occupational stereotyping based on prestige and gender (Gottfredson, 1981). For example, Oswald (2003) found that high prestige male occupations were rated significantly higher than high prestige female occupations. Likewise, low prestige male occupations were rated significantly higher than low prestige female occupations, which is indicative of occupational status stereotyping. A relatively small number of studies have been carried out after new service occupations were created from advancements in technology and demographic changes (Belt et al., …