Marketing Commons^™

Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill

Open Access Theses & Dissertations

ABSTRACT

Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …

The Role Of Motives And Decision Rules In Restaurant Tipping, Jacob Lee Hiler

LSU Doctoral Dissertations

The goal of this research is to address critical deficiencies in our understanding on how bill size, service quality, motives, and decision rules affect tipping behavior. This research uses social norm and equity theories to define the role of motives and decision rules used in determining tipping behavior. Additionally, it provides further evidence of other operant motives and decision rules through qualitative analysis. A conceptual framework and operational model are developed and empirically tested.