Marketing Commons^™

A Parsimonious Model Of Social Crm And Reciprocal Social Media Behaviors Among Colombian Consumers, Ainsworth Anthony Bailey Phd, Carolyn M. Bonifield Phd, Juliana Villegas Phd, Alejandro Arias Phd

AMTP Proceedings 2026

The current study explored Colombian consumers interactions and engagement with marketers on social media and the outcome of those interactions and engagement. In particular, the study explored the impact of marketers' support for social media interactions on perceived social customer relationship marketing (SCRM) commitment and consumer satisfaction, as well as their impact on eWOM and consumer social media engagement. The study's model had social exchange theory, commitment-trust theory of relationship marketing, and the S-O-R framework as theoretical underpinnings. Data to test the model's nine (9) hypotheses were collected by survey from among Colombian consumers. Analysis showed support for eight of …

The Psychology Of Acquisition, Consumption, And Disposition Of Clothing Among Consumers, Kamila Muratkyzy Buckle, Trang Phuc Tran

AMTP Proceedings 2026

This qualitative analysis investigates consumer behavior in the clothing industry, highlighting the importance of qualitative data in informing retail strategies and gaining a deeper understanding of the complex motivations and emotional connections consumers maintain with fashion brands. The analysis explores a variety of values that impact clothing acquisition, including affordability, quality, and ethical considerations, while investigating the influence of social media on consumer brand loyalty and purchase motivations. Through focus groups, interviews, and social media analysis, this research project emphasizes how retail brands can implement consumer insight to improve engagement. The results enrich the understanding of consumer behavior and provide …

Fashion, Function, And Identity: Generation Z College Students’ Athletic Merchandise Preferences, Michelle L. Childs, Robin Hardin

AMTP Proceedings 2026

Generation Z consumers use apparel to communicate both group affiliation and individuality, yet limited research has examined whether preferences for university athletic merchandise differ by gender. This study investigates how Generation Z college students evaluate official branding, fashion, and uniqueness in athletic apparel. Survey data were collected from 777 students at a large NCAA Division I university. Exploratory factor analysis identified three reliable dimensions: official merchandise style, fashion, and uniqueness. ANOVA results indicated no significant gender differences in preferences for official merchandise or uniqueness. However, male students reported significantly stronger interest in fashionable and trend-forward merchandise than female students, challenging …

Experiential Learning In Marketing Education: Student Reflections In A Client Based Project, Samit Chakravorti

AMTP Proceedings 2026

This paper explores student experience with a client based project in an upper division marketing class and its impact on development of work readiness skills, learning and satisfaction with the course. The client was a local small business food cooperative. Student reflection papers submitted at the end of the project were content analyzed based on preset categories to understand the impact of the project on the outcome variables. Analysis shows that for most students the project was interesting, relevant but challenging, increased their satisfaction and enjoyment of the course, and positively impacted learning of profession specific and foundational work ready …

Skincare Influencer’S Effects On Skincare Consumers’ Perceptions On Tiktok Shop, Abigail Choi

AMTP Proceedings 2026

This study examined how TikTok influencers affect skincare consumers’ perceptions of TikTok Shop advertisements, focusing on the presence of a skincare irritation warning and a TikTok Shop link. It analyzed their effects on purchase intention, credibility, confidence, and likelihood of recommendation. 194 female participants aged 18–30 were recruited through CloudResearch and surveyed via Qualtrics. Each participant was randomly assigned to one of four TikTok-style skincare advertisements that featured the same product but varied by the presence of a TikTok Shop link and/or a skincare irritation warning. Results showed that the advertisement without a TikTok Shop link but with a skincare …

The Impact Of Temporal Location On Persuasiveness, Ruiqi Dong, Yanliu Huang

AMTP Proceedings 2026

Driven by the popularity of online shopping and social media platforms, consumers’ purchase decisions are significantly influenced by reviews from other consumers. When sharing product experiences, reviewers may focus on the past or the future. However, it remains unclear how the temporal focus of reviews affects their persuasiveness. In this research, we propose that consumers are more likely to be persuaded by past-focused (vs. future-focused) reviews. This effect is explained by perceived expertise. Four studies provide convergent evidence supporting our hypotheses. This research contributes to the literature on word-of-mouth, consumer expertise, and temporal framing.

Influencer Effect? An Examination Of Dunkin’ And Tarte’S Use Of Influencers, Amanda D. Damiano Ph.D., Wenjing Xie Ph.D.

AMTP Proceedings 2026

The purpose of this project was to understand public perceptions of brands using influencers. The brands Dunkin’ and Tarte Cosmetics served as case studies for this study. A mixed-methods approach was undertaken. Specifically, social media listening in the form of a content analysis was conducted. That was then followed by an online survey of students from a medium-sized university in the northeast. A number of factors were measured related to participants’ stated brand and influencer effectiveness on social media in general, as well as specific to Dunkin’ and Tarte. Additionally, participant demographic factors were measured in accordance with their stated …

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 …

Pet Foodies: Trait Extension From People To Pets, Richard Flight, Cole Cline

AMTP Proceedings 2026

We propose and empirically examine a Pet Foodie trait—a measurable extension of human foodie identity into pet food consumption. Pet Foodies are theorized to show elevated enjoyment/interest, resource investment, and knowledge regarding pet nutrition and food features. Recognizing the accelerating humanization of pets, we examine whether Pet Foodies can be reliably assessed, how they relate to animal bonding and human foodie identity, and whether they respond differently to pet-food advertising.

Consumer Adoption Of Cultivated Meat: A Multi-Value Perspective Using Empirical And Synthetic Data, Wei Fu

AMTP Proceedings 2026

The global demand for meat is projected to rise by more than 70% by 2050, creating pressure on natural resources and worsening environmental challenges. Cultivated meat, produced by growing animal cells in controlled environments, offers a sustainable alternative to conventional livestock farming; however, consumers acceptance remains uncertain. This study applies the Theory of Consumption Values (Sheth, Newman, & Gross, 1991) to examine how multidimensional consumption values influence consumer’s sustainable evaluation of cultivated meat. Using both empirical survey data from U.S. consumers and a synthetic dataset generated with the same instrument, the results show that functional value (food quality), social value …

Customer-Centricity In The Financial Services Sector: A Preliminary Look, Rhea Ingram, Katie H. Whetstone

AMTP Proceedings 2026

Financial institutions are under scrutiny as they work to rebuild consumer trust following the financial crisis. One effective approach for these organizations is to adopt a customer-centric strategy. Research indicates that businesses with a strong focus on customer-centricity tend to earn, on average, 60% higher profits than their competitors (Deloitte, 2017). While genuinely customer-centric companies are relatively rare, many organizations are in the process of transforming into a customer-centric model. This paper offers a preliminary examination of the rhetoric used by financial institutions, suggesting some progress in their customer-centric approach.

Craft, Connection, And Code: Consumer Culture In The Age Of Intelligent Technology, Monisha Gupta Dr, Elizabeth C. Alexander

AMTP Proceedings 2026

Contemporary consumption is increasingly characterized by a paradoxical convergence of technological acceleration and cultural re-materialization. Intelligent technologies—artificial intelligence (AI), algorithmic personalization, automation, and data-driven platforms—now structure how consumers search, evaluate, and engage with markets. At the same time, there has been a visible resurgence of interest in craft, making, and effortful consumption practices, including knitting, pottery, woodworking, home fermentation, and other forms of manual production. These practices emphasize tactile engagement, skill acquisition, time investment, and embodied knowledge, standing in apparent contrast to the frictionless efficiency promoted by intelligent systems

Analyzing Big Data-Ai's Impact On Product Innovation And Customer Engagement, Omar Itani, Samer Elhajjar, Ashish Kalra Dr, Manal Yunis Dr.

AMTP Proceedings 2026

In contemporary business landscapes, an organization's capacity to deliver groundbreaking innovative products and foster deep, meaningful engagement with its customers stands as the paramount objective of modern strategic practices. This dual focus not only drives sustainable growth but also fortifies competitive positioning in hyper-competitive markets. Yet, despite the extensive empirical evidence highlighting the transformative benefits of innovation—such as enhanced market share and profitability—and customer engagement—evidenced by loyalty, advocacy, and repeat business—the pivotal role of big data-artificial intelligence (BD-AI) technologies remains strikingly underexplored. In particular, scant attention has been paid to how BD-AI training equips firms to harness these tools effectively …

Bias In Generative Ai: Amplified Stereotypes And Their Impact On Decision-Making, Jaymo Kim, Mi Zhou, Vibhanshu Abhishek, Tim Derdenger, Kannan Srinivasan

AMTP Proceedings 2026

This study examines bias in generative AI through an analysis of approximately 8,000 occupational portraits created by Midjourney, Stable Diffusion, and DALL·E 2. We document significant underrepresentation of women and Black individuals compared to real-world benchmarks. The research identifies two primary manifestations of bias: systematic gender and racial disparities, and subtle biases in facial expressions that influence perceptions of competence and trustworthiness. Through an iterative "Creative Lab" involving a fictional brand, we employ a three-phase experimental design to test whether AI disclosure labels—as proposed in the AI Disclosure Act of 2023—can mitigate the impact of these biases on consumer evaluations. …

Understanding The Life Satisfaction Gap In Political Consumerism: Buycotting Vs. Boycotting, Neleen S. Leslie-Piper, La Toya M. Russell

AMTP Proceedings 2026

Drawing on approach–avoidance motivation, regulatory focus, warm-glow reward, and self-determination theory, this study examines whether political consumerism, specifically boycotting and buycotting, is associated with life satisfaction in environmental and social issue contexts. Using survey data from Prosper Insights, we compare life satisfaction across buycotters, boycotters, and indifferent consumers and examine how Big Five personality traits and demographics moderate these relationships. We predict higher life satisfaction among buycotters than boycotters, and anticipate a moderating effect of personality traits. Our findings advance marketing theory and practice by linking political consumerism to consumer well-being.

Dark Sides Of Financial Inclusion: Examining The Buy Now, Pay Later Industry, Neleen S. Leslie-Piper, Ficawoyi Donou-Adonsou, Tina Facca-Miess

AMTP Proceedings 2026

Drawing on mental accounting and dual-process frameworks, this study investigates the relationship between Buy Now Pay Later (BNPL) usage, consumer financial well-being and life satisfaction.  Using survey data from a national sample of over 5,000 American consumers, we employ structural equation modeling to analyze the associations between BNPL usage and social media buy-now-button usage, splurge purchasing, luxury brand purchasing, debt accumulation, financial security, and consumer life satisfaction.

Our results indicate that frequent BNPL usage is a significant predictor of increased social media-driven purchases and luxury consumption, as well as higher levels of revolving credit card debt. These behaviors are associated …

Consumer Insights About Wood Pellets And The Heating Industry, Marlana Krug, Camille Gagnon, Harrison Synder, Ashton Rounsley

AMTP Proceedings 2026

This study investigates consumer purchasing behaviors and decisions within the wood pellet and heating industry with a focus on Central Pennsylvania. Research examined the decisions behind heating sources, pellet retailers, and pellet vendors. These findings are focused on understanding the purchasing habits of consumers, preferred retailers, and other considerations that influence pellet choice. Gaining an understanding of these purchasing choices and heating options is essential for improving marketing strategies. The Customer Engagement Theory served as the theoretical framework for this research, while the survey used quantitative questions to conduct and gather data on household decision-making.  Overall, the findings highlight the …

See Lower Price In Cart: Impact Of Consumer Knowledge On Price Obfuscation Strategies, Negin Malaki, Sajeesh Sajeesh

AMTP Proceedings 2026

This paper studies a price obfuscation strategy in which firms display pricing cues but conceal final prices, requiring consumers to take an additional step, such as adding a product to a cart, to observe the actual price. We develop a two-period analytical model with two competing firms that differ in their price disclosure strategies. Consumers are heterogeneous: knowledgeable consumers can infer prices from pricing cues, while ignorant consumers must incur search costs to obtain price information. Firms compete under four possible strategic scenarios depending on whether prices are revealed. The results show that when search and mismatch costs are low, …

Digital Fashion For The Avatar Or Digital Fashion For The Self? Understanding Gen Z’S Willingness To Spend On Digital Fashion In The Metaverse, Shivam Agarwal

AMTP Proceedings 2026

This research examines Generation Z’s (Gen Z) willingness to spend on digital fashion in the metaverse, comparing preferences for avatar-based consumption versus physical consumption for the self. Drawing on generational cohort theory and identity-based consumption, the study proposes that Gen Z consumers—who are deeply embedded in digital environments—place greater value on avatar identity and self-expression in virtual spaces. Using a between-subjects experimental design, participants from Gen Z and older cohorts evaluate their willingness to purchase digital fashion for their avatars versus identical physical items for themselves. We predict that Gen Z will exhibit a significantly higher willingness to spend on …

Mistargeted Advertising: The Impact Of Human Vs. Ai Error On Consumer Brand Perception, Abdulela Alshehri, Umair Usman

AMTP Proceedings 2026

Artificial intelligence (AI) has revolutionized personalized advertising by enabling precise targeting based on consumer profiles, yet mistargeted ads—those falsely implying eligibility for benefits like premium credit cards—can trigger frustration, disappointment, and negative brand perceptions. This study examines how consumers respond to such errors when attributed to a human employee, an AI system, or an AI system with human oversight. Grounded in attribution theory (Folkes, 1988; Weiner, 2000), it tests perceived group homogeneity (Longoni et al., 2022) and negative self-perception (Grewal et al., 2019) as mediators, with belief in a just world (BJW; White et al., 2012) as a moderator. The …

Reexamining Consumer Memory In The Age Of Artificial Intelligence, Suwakitti Amornpan, Sasawan Heingraj, Manisha Mathur

AMTP Proceedings 2026

This conceptual paper reexamines consumer memory in the age of artificial intelligence (AI) by proposing a comparative framework of memory practices across three eras: pre-technological embodied memory, technologically mediated memory, and AI-mediated memory co-creation. We argue that generative AI transforms memory from a primarily archival practice into an interactive, generative, and sometimes synthetic process. Drawing on consumer research, psychology, and media studies, we develop a trichotomy of memory practices along key dimensions, including primary memory artifacts, mode of validation, emotional logic, friction in remembering, and identity implications. We theorize how AI’s participation in memory reconstruction reshapes consumer behavior in practice, …

Thirty-Five Years Of Positioning Research: A Bibliometric Review Of Master's And Doctoral Dissertations, Charles Blankson, Wendy Chen

AMTP Proceedings 2026

This paper presents a bibliometric review of 39 master's and doctoral dissertations on positioning, defended at various universities between 1989 and 2024. Using systematic searches and content analysis, the study identifies major theoretical, methodological, and content patterns and trends in positioning research. Findings indicate a sharp rise in the number of dissertations on the concept of positioning over the past 25 years, with most work concentrated in Western institutions and heavily oriented toward brand and product-based applications. Content analysis reveals that most dissertations focus on managerial or applied perspectives, while few engage with positioning theories and digital contexts. Methodologically, earlier …

Beyond The Launch: Designing Integrated Marketing Communications Across The Publishing Lifecycle, Philip J. Boutin Jr.

AMTP Proceedings 2026

This paper advances a lifecycle view of integrated marketing communications for book publishing and specifies a practical model beyond launch. We present the Lifecycle IMC in Publishing (L-IMC) framework with four layers—strategic capability, orchestration, phased execution (pre-launch, launch, post-publication), and measurement/learning—grounded in evidence on carryover, cross-media complementarity, discoverability, and the creator economy. Seven propositions predict that lifecycle consistency, coordinated post-publication activity, metadata priming, creator–title fit with clear disclosures, network-aware seeding, continuous testing, and reserved reinforcement budgets improve visibility, conversion, and returns. Design principles include codified message architecture and governance, a vetted creator bench, managed discoverability, sequencing high-trust signals before conversion …

A Multi-Country Examination Of The Consumption Of Credit Cards, Charles Blankson, Aditi Puri, Jhinuk Chowdhury

AMTP Proceedings 2026

The credit card industry is an incredibly interconnected service sector that continues to attract scholarly attention within marketing and consumer behavior research globally (Worthington, 1994; Worthington, 2005; Blankson & Kalafatis, 2007; Steffes, Murthi, and Rao, 2011; Chiang et al., 2020). To expand, as credit cards function not only as payment instruments but also as branded services, they offer context that is extremely useful for examining motivations behind brand choice and continued usage among consumers in the international marketplace. Additionally, over the past few decades, transaction volume and credit card ownership have substantially increased. For instance, Visa, commonly recognized as one …

Corporate Social Responsibility And Consumer-Brand Relationships: An Investor-Oriented Integrated Framework, Ada V. Campbell

AMTP Proceedings 2026

This study examines the evolving landscape of Corporate Social Responsibility (CSR) within the European Union (EU) and the dynamics of the consumer–brand relationship (CBR), proposing an integrated theoretical framework for investor analysis. The EU's regulatory trajectory, marked by the transition from the Non-financial Reporting Directive (NFRD) to the Corporate Sustainability Reporting Directive (CSRD) and the introduction of the Corporate Sustainability Due Diligence Directive (CSDDD) alongside European Sustainability Reporting Standards (ESRS), signifies a paradigm shift towards mandatory, standardized, and audited sustainability disclosures. Concurrently, the strength of CBR, built on dimensions such as trust, self-connection, and commitment, profoundly influences consumer behavior, brand …

A Model For Professional Organization Membership Support: Trust, Commitment, Membership Value, And Relationship Quality Commitment, Shawn F. Clouse, Nader H. Shooshtari, Simona Stan, Liz Kohl

AMTP Proceedings 2026

Members of professional associations join these organizations 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 costs (not just monetary) of membership. This survey of members of a professional association investigates the relationship between trust, relationship quality commitment, membership dues value and commitment (normative, affective, …

Coping Under Constraint: How Consumer Vulnerability And Caregiver Status Shape Food Choice And Well-Being, Kerry-Ann V. Forbes, Prachi Gala

AMTP Proceedings 2026

Caregiving is a chronic and understudied form of consumer vulnerability that reshapes everyday decision-making, particularly in food contexts. This research conceptualizes caregiving as a sustained role-based vulnerability. It proposes a moderated-mediation model in which consumer vulnerability influences coping strategies that subsequently affect food choice and consumer well-being. Drawing on the Theory of Planned Behavior, Coping Theory, and Transformative Consumer Research, the study examines how caregiver status (familial, professional, or non-caregiver) serves as a boundary condition that shapes these relationships. A three-phase mixed-methods design is employed: qualitative interviews to refine constructs, a survey–experiment to test the moderated-mediation model, and an experimental …

Dressed For Judgment: What Should Celebrities Wear To Court?, Alaina Jean, Emily Lesmes, Hyunju Shin

AMTP Proceedings 2026

This project explores consumers’ perceptions of celebrities facing criminal charges based on their choice of outfit. On the basis of Weiner’s attribution theory, we argue that when celebrities facing criminal charges are attired in traditional/professional outfits such as a black suit for males or a black knee-length dress for females in court compared with non-traditional/casual outfits such as a casual shirt with a defiant print and sneakers, consumers are likely to infer their remorse for their wrongdoings, which in turn may lead to more favorable attitudes toward the celebrity and higher forgiveness intentions. This research expands understanding of how consumers’ …

Consumer Insights About Art Workshop And Art Boutique Preferences, Lucia M. Johnson, Richard Kaminski, Megan E. Marlin, Craig B. Joyner

AMTP Proceedings 2026

This research explores customer preferences, the effects of local demographics, purchasing habits, and the impact of social media platforms in driving customer engagement and loyalty. By surveying consumers, the study identifies the key qualities necessary to further engage potential and return customers, including pricing, location, and accessibility. The findings suggest a deep appreciation for creating artwork rather than buying artwork, distinct social media opportunities through the utilization of apps such as Instagram, Pinterest, and TikTok, as well as focusing their current offerings while broadening and segmenting their marketing initiatives. However, the study also notes limitations such as a convenience-based sample …

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 …