Marketing Commons^™

Cueing The Customer Using Nudges And Negative Option Marketing, Clarence W. Vonbergen, Courtney Kernek, Martin S. Bressler, Lawrence S. Silver

Atlantic Marketing Journal

Abstract

Nudges—subtle, covert, and often unobtrusive interventions that take advantage of individuals’ mental shortcuts and biases—frequently change the context of people’s choices and in so doing influence individual and societal behavior. They have become fashionable in recent years, and the ability of such phenomena to bring about significant change for relatively little cost has captured the imagination of governments and businesses. One simple yet potent nudge empowered by the status-quo bias that has received increased attention involves default rules which specify the condition imposed on persons when they fail to make a decision or choice. Marketers have used default options …

Cutting The Cord—A Marketing Case: An Examination Of Changing Tv Viewership, John E. Crawford

Atlantic Marketing Journal

Consumers have more choices for TV programming and how that content is acquired than at any other time in the history of television. Through an action referred to as cord-cutting, many consumers are choosing to drop their cable or satellite programming providers in favor of lower-priced and more consumer-friendly programming providers such as Netflix, Hulu, and others. Consumer choices are being driven by many factors, including economics, lifestyle, technological developments, and social trends. This case discusses the cord-cutting trend and how it is impacting consumer choices and the business of providing television content to consumers. The case can be used …

“You Can Count On It!” Using County Auditors' Data For Marketing Research Group Projects: A Case Study, Julie M. Szendrey

Atlantic Marketing Journal

The purpose of this research was to develop an efficient and effective process for marketing educators to use in the teaching of an undergraduate marketing research course. Instructors should consider the use of readily available auditors’ data for pedagogical usage in a semester-long courses. The research process posed by Neuman (2007) was followed in the development of a course assignment utilizing the use of auditors’ data. Students analyzed and presented their project results using SPSS software tools learned during the course and through videos provided by the American Marketing Association certificate offerings. Final group presentations also included the discussion of …

Motivations In The Fine-Art Market: A Self-Determination Theory Approach, Jonathan P. Leavell

Atlantic Marketing Journal

The purpose of this paper is to demonstrate the theoretical value of incorporating constructs from self-determination theory (SDT) into the analysis of the motivations within the fine-art market. The motivations of buyers and artists are examined in light of a controlling-informational event gradient. Moureau’s and Sagot-Duvauroux’ (2012) artist business-model framework is used to provide the context for marketing’s role in facilitating communication along the various motivational interactions of the gradient. Opportunities for further research are presented.

How Customer Shopping Motivation Influences Perceived Design Of The Retail Environment, Julie C. Steen

Atlantic Marketing Journal

This research proposal extends the Mehrabian-Russell stimulus-organism-response framework to examine how two different hedonic shopping motivations—adventure and gratification—influence a customer’s perceptions of the retail environment. Specifically, the paper examines perceived design of the retail environment. The paper also examines how perceived design of the retail environment influences pleasure and arousal. Since there is not an accepted measure for perceived design, the paper offers a comprehensive list of potential items to measure perceived design.

Turning Guest Speakers' Visits Into Active Learning Opportunities, Vassilis Dalakas

Atlantic Marketing Journal

While guest speakers have a lot to offer, the traditional format of their visits to marketing classes may hinder student engagement. This paper describes an idea used in marketing classes intended to increase active learning and to maximize impact of guest speakers’ visits. It involves creating assignments for the students to prepare prior to a speaker’s visit. As a result, the students end up preparing thoughtful questions, they are engaged in their discussion with the speaker, and they make a more conscious effort to link course material to the insight from the speaker.

Internet Diffusion And Adoption In Cuba, Randi L. Priluck

Atlantic Marketing Journal

The purpose of this paper is to examine Internet adoption at a time of increasing change for the Cuban marketplace. As the Cuban economy begins to open to new business formats one key driver of economic will be access to communications networks. This paper explores the penetration of Internet connectivity in Cuba as relations with the United States thaw. The theories of diffusion of innovations, cultural dimensions of adoption and market and political realities are employed to better understand the pace of Internet adoption as the Cuban economy continues to develop.

College Students Use Social Networking Sites For Sharing With Friends, But Guess Who Else Is Looking?, Elizabeth C. Alexander, Fred Mader, Deanna Mader

Atlantic Marketing Journal

Abstract - Jobvite, a recruiting platform for the social web, reports from their annual 2012 survey of recruiters that 92% of U.S. companies are using social networking sites (SNS) for hiring purposes (Jobvit, 2012). Career Builder reported in 2009 that 45% of employers were using SNS to screen and research applicants (CareerBuilder, 2009). It is important that faculty and support staff working to place students, and the students themselves, understand the developments and practices in the use of social networking sites for job search and recruiting and the best methods, as well as detriments when marketing themselves. This study examines …

Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials’ Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael Dotson, Neel Das

Atlantic Marketing Journal

This paper explores the relationship between millennials’ online behavior and their opinions of online reviews via the use of focus groups and correspondence analysis. The proposition was that millennials’ online behavior (including search behavior) is likely to have an effect on how they view online reviews. The correspondence analysis results suggest that millennials who spend more time online peruse a greater number of products. Further, relationships were found between millennials’ time online and factors influencing review trustworthiness as well as millennials’ time online and factors affecting review memorability. It is noteworthy to suggest that focus group analysis can be enhanced …

The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson

Atlantic Marketing Journal

This study investigates the effect of the advertorial format and ad copy length on ad and brand attitude. Results of a 2 (advertorial versus non-advertorial) by 2 (light versus moderate copy length) study indicate that the advertorial format generated more favorable ad and brand attitudes for the female (target) subjects, but less favorable attitudes for the male (non-target) subjects. A marginally significant gender by copy length interaction suggests a differential effect of copy length for the male sample, as well: ad and brand attitudes were higher for lighter copy ads for the female sample but lower for the male sample. …

The Scent Of Change: A Case Study, William K. Foxx, Melissa C. Northam, Corlette S. Burns

Atlantic Marketing Journal

Decisions about entering into a new business venture involve a variety of considerations, despite the level of experience an entrepreneur has. This case presents the story of a business owner Bennett Gage and his decisions concerning whether or not he should enter into a business where canines are used to detect bed bugs in hotels. This case study gives the reader an opportunity to wrestle with some of the many questions that are part of entering into the creation of a new service.

Media Influence On Opinion About Man-Made Global Warming As Moderated By Individual Ecological Orientation And Personal Experience, George W. Stone Dr.

Atlantic Marketing Journal

Abstract – The purpose of the study was to assess the opinions of two equal groups of QUALTRICS panelists, one having lived through a CAT 5 storm and the other not, on their respective beliefs about the effect man-made global warming has had on increasing the intensity of major weather events. The authors identified individuals in each group based on individual eco-orientation. The author then tested for opinion differences based on three factors related to eco-orientation as well as the role played by the media on influencing opinions related to man’s impact on increasing storm intensity

Impact Of Country Personality On Attitude Toward Foreign Products : Self-Congruity As A Mediator, Murat Aktan, Paul W. Chao

Atlantic Marketing Journal

This research examines the direct effect of country personality (CP) on consumer product attitude and indirect effect through consumer self-congruity between CP and his/her own self-concept on product attitude in an emerging country- Turkey. We propose an integrated structural equation model to examine the relationships. Measurement scales for CP, self-congruity and attitude are developed whose validities and reliabilities are confirmed by exploratory (EFA) and confirmatory (CFA) factor analyses with data collected from a sample of consumers in Turkey on two countries: USA and China.

The results reveal that four out of the original six dimensions of CP remain after a …

E-Wom Intentions Towards Social Media Messages, Soyoung Kim, Briana Martinez, Clair Sinclair Mcclure, Soo Hyun Kim

Atlantic Marketing Journal

This study investigated the influence of a consumer’s online shopping motivation, attitude, and electronic word of mouth (eWOM) intention towards two social media messages while accounting for social media involvement. Using a fictitious brand and social media messages, data were collected through a snowballing technique by distributing a structured questionnaire on social media sites. It was found that a positive attitude toward task messages was influenced by both utilitarian and hedonic shopping motivations while attitude toward socioemotional messages were influenced solely by hedonic. Also, eWOM intention for both messages was influenced by attitude. Social media involvement had no moderating effect …

Engagement And The Moderating Role Of Presence Within A Video Game Experience, Stef G. Nicovich, Silvia L. Martin

Atlantic Marketing Journal

Abstract

This study looks to explore the role presence plays in the link between narrative comprehension and engagement. To explore these relationships we will first present an overview of presence research to date, followed by an exploration of narrative engagement with an emphasis on narrative comprehension. We then test these relationships within the context of a video game experience and present results and implications for researchers.

In order to test these relationships we devised an experiment using a popular computer game. The above research questions were tested by running a moderated regression where the degree of narrative comprehension was regressed …

A Further Empirical Investigation Into “Up To” Advertising Claims: The “As Low As” Claim, Jeffrey S. Gutenberg, James M. Quinn

Atlantic Marketing Journal

For many years the Federal Trade Commission has sought to prevent deceptive advertising under Section 5 of the Federal Trade Commission Act. The FTC’s focus has encompassed not only false advertising claims, but also advertising claims that, while literally true, tend to deceive consumers. “Up to” claims fall under this scrutiny since they can be misunderstood as promising consumer benefits (e.g. “up to 50% savings”) that might not be realized by all consumers. This paper presents the results of research conducted with 600+ members of a commercial consumer panel to evaluate a variant of this type of claim, the “As …

Loyalty Program In The Alcohol Beverage Industry: A Preliminary Look, Lilian Garzon, D. Christopher Taylor

Atlantic Marketing Journal

In the United States the alcoholic beverage industry has created one of the largest markets in the world. Alcohol is a taxed and well-regulated product most profitable for large chain retailers who continuously dominate the industry. This research paper reports the story of loyalty programs throughout the beverage industries. Additionally, by analyzing a database of 107 top alcohol beverage retailers, this research paper provides a profile of the market trends for alcohol beverage retailers in the United States. Secondly, this research aims to shed light on how loyalty programs form a part of the current market trends in the alcohol …

Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood Shandiz

Atlantic Marketing Journal

ABSTRACT

This study investigated potential consumer responses to the display of the Christian fish symbol (Ichthus) used in mock advertisements of services high in credence, experience and search attributes. Discussions from earlier research propose consumers may exhibit different reactions to Christian symbolism displayed in the marketplace and that purchase intentions and consumer perceptions of the seller may be influenced by the strength of the consumer’s religious beliefs. This study adds to previous research proposing consumers display different purchase intentions due to differing perceptions of the seller’s credibility, trustworthiness and expertise influenced by the consumers own religious beliefs which is influenced …

Trial-Attitude Formation In Green Product Evaluations, Christy Ashley, Jason D. Oliver, James E. Zemanek

Atlantic Marketing Journal

How do merchandising and trial affect consumer responses to green products? To respond to this question, the authors use expectancy-value theory as a conceptual framework and evaluate the product-trial attitude formation process for environmentally friendly products in two experimental studies. The results show that addressing quality concerns and segmenting customers based on their environmental values may help increase adoption and positive word-of-mouth surrounding environmentally friendly products. Further, hands-on trials and exclusive communications and displays may help overcome explicit beliefs about poor green product quality and increase green product adoption intentions.

Consumer Preferences Among Low-Price Guarantee Offers, Stephen Baglione, Louis A. Tucci, James A. Talaga

Atlantic Marketing Journal

The competitive realities of the marketplace forces retailers to consider implementing low-price guarantees. Given that retailers will use low-price guarantees, which of the multitude of guarantees should be used? This paper examines the nature of low-price guarantees from the perspective of how consumers make trade-offs in different low-price guarantee designs. Using conjoint analysis, buyers indicate their preference for different low-price guarantee designs. Not all consumers respond to low-price guarantees the same. There are several segments of consumers with regard to low-price guarantees. The study was done with young adults (MBA students) who may be more sophisticated than the population as …

The Role Of Consumer Susceptibility To Interpersonal Influence In Predicting Green Apparel Consumption Behavior Of American Youth, Amrut Sadachar, Arpita Khare, Srikant Manchiraju

Atlantic Marketing Journal

In recent years, considering that consumers are giving more importance to their role and consequence with regards to social and environmental implication of their consumption decisions, there has been increase in ethical consumption research. However, to date, the role of individual susceptibility to interpersonal influence and other relevant factors (e.g., environmental apparel knowledge) have not been studied. Therefore, the present study explored several critical constructs related to green apparel consumption including consumer susceptibility to interpersonal influence (CSII). The present study focused on American youth (n = 1,049). Based on extant literature review, a hypothesized model was proposed. To test …

Logistics Service Provider-Client Relationship: Comparing U.S.A And Brazil, Harash Sachdev, G. Russ Merz, Paulo Fernando Pinto Barcellos, Margareth Rodrigues De Carvalho Borella

Atlantic Marketing Journal

This research compares organization structure and market-based capabilities of American and Brazilian Logistics Service Providers in their respective countries. Using the resource based view, the authors propose that a LSP’s organization structure influences its service capabilities, which in turn will influence satisfaction and performance. The results indicate that the individual models hold true in their respective countries. Autonomy enhanced LSP’s capabilities in the areas of information sharing, logistics service, and customer service in both models. Formalization improved logistics and customer services in the Brazilian case, but only logistics services in the U.S. case. Unlike the U.S. model, service capabilities did …

Yielding To Temptation In Buying: Is It Simply A Matter Of Self-Control?, James A. Roberts, Luc Honore Petnji Yaya, Carol Gwin

Atlantic Marketing Journal

Why do consumers yield to temptation? This article looks at two increasingly common types of consumer behavior: impulse buying (IB) and compulsive buying (CB). Specifically, we investigate the impact of self-control (SC), core self-evaluations (CSE), and satisfaction with life (SWL) on these enigmatic consumer behaviors. First, the article develops the distinctions and commonalities between IB and CB. Then, through evaluation of student and general adult samples, the impact of the above three variables on IB and CB is empirically tested. Findings suggest that SC does negatively impact both IB and CB but its relationship with these two behaviors varies across …

An Attitudinal Analysis Of Preventive Health Care Information Users: With Insights From Social Media, Joseph D. Cangelosi, David Kim, Edward Ranelli

Atlantic Marketing Journal

As the U.S. health care system continues to restructure itself, an increased emphasis on preventive health care will be a very important component. It is vital that preventive health care information (PHCI) be readily accessible and applied. This research explores the impact of social media as a source for accessing PHCI. Specifically, it examines how individuals rate active vs. passive internet delivery systems (IDS) to gather PHCI. Results of the study indicated that online health forums (active IDS) were the most popular source of PHCI, whereas Facebook and Twitter were most unpopular. On the whole, accessing PHCI via active IDS …

Revising The Conceptual Foundations Of Attitude Formation In The E-Marketing Era, Amy H. Handlin

Atlantic Marketing Journal

Abstract – This paper revisits four seminal models of how marketing influences attitudes: mood mediation, cognitive response generation, situational parameters, and task mediation. Extensions of each model, as well as a new summary model, are proposed based on research into online consumer behavior. The author integrates the models along various dimensions which are relevant to particular e-marketing issues, and identifies certain challenges to attitude formation research in this setting.

Beyond Downton Abbey: Remembering The Great War’S Fallen Through Education And Marketing, Nina M. Ray, Andrew T. Mink

Atlantic Marketing Journal

This paper explores the expanding marketing and education mission of the American Battle Monuments Commission (ABMC). Superintendents at overseas cemeteries and battle sites must continue their job of “keeping the headstones white and the grass green” but also must market specific events such as the 70^th anniversary of D-Day at the Normandy location and an upcoming 100^th anniversary of the end of the Great War in 2018. Part of the effort is passing the memory on to the next generation via materials relevant to young people today. U.S. history teachers who received ABMC grants to travel to Meuse-Argonne …

Net Transaction Value: A Model Of High-Involvement Decision-Making In Buyer Choice Behavior, Blaine J. Branchik Phd, Eric H. Shaw Phd

Atlantic Marketing Journal

This study proposes Net Transaction Value (NTV), a unified theory of buyer decision-making. NTV hypothesizes that a buyer makes an implicit and subjective calculation before making a purchase in a high involvement context. In making this calculation, the buyer deducts the costs anticipated from a transaction or transaction stream from its associated benefits. In contrast to prior value equal benefits minus cost models, the NTV model conceptually expands, operationally defines, and empirically tests two types of benefits and costs. Benefits in the NTV equation reflect not only those derived from the product or service offering itself, but also from the …

The Early Identification Of At-Risk Students In An Undergraduate Marketing Metrics Course, Bruce K. Pilling, David L. Nasser

Atlantic Marketing Journal

The Early Identification of At-Risk Students in an Undergraduate Marketing Metrics Course

Abstract

This research describes the development of a diagnostic tool to permit the early identification of at-risk students in an undergraduate marketing metrics course. Using multiple discriminant analysis, students were classified into performance categories by drawing on a set of predictor variables conceptually linked to student performance in math-based courses. The discriminant model included math ability, perceived self-efficacy, math anxiety and overconfidence as potential discriminators of student performance. The model successfully identifies at-risk students at three times the chance probability. The early identification of at-risk students is a …

Teaching Customer Orientation To Millennials By Utilizing Electronic Communication Between Students And Firms, Thomas M. Hickman, Michael M. Pearson

Atlantic Marketing Journal

This article describes an experiential method for teaching customer orientation by directing students to use their own experience with a business to write either an e-mail letter of praise or complaint to that business. Students complete a survey that asks them to rate businesses on customer orientation measures at the time they send the e-mail and, again, at the end of the semester after having had time to receive a response. Results of the surveys are analyzed and recommendations are given for conducting an interactive discussion that allows students to see the variability of the firms’ commitment to customer orientation.

An Analysis Of Perceptual Gaps Among Chamber Management, Chamber Member Contacts, And A Proxy Sample Of Chamber Member Employees: An Attempt To Improve Marketing Efficacy, Paul J. Costanzo, Janelle E. Goodnight

Atlantic Marketing Journal

Decreases in membership for a local chamber of commerce led the authors to conduct research to assist them in determining why they have been experiencing difficulty with business organization memberships within the last few years. This paper presents findings from an exploratory study that examined perceptual gaps on a series of factors that the authors believe when identified, may lead to improved marketing efficacy. Chamber management, chamber member contacts, and a proxy sample of chamber member employees for a local chamber of commerce completed surveys to assess the level of consistency among their perceptions of value added benefits of chamber …