Marketing Commons^™

Speed-Accuracy Tradeoffs In Decision Making: Perception Shifts And Goal Activation Bias Decision Thresholds, Jeff Larson, Guy Hawkins

Faculty Publications

A fundamental aspect of decision making is the speed-accuracy tradeoff (SAT): slower decisions tend to be more accurate, but because time is a scarce resource people prefer to conclude decisions more quickly. The current research adds to the SAT literature by documenting two previously unrecognized influences on the SAT: perception shifts and goal activation. Decision makers’ perceptions of what constitutes a fast or a slow decision, and what constitutes an accurate or inaccurate decision, are based on prior experience, and these perceptions influence decision speed. Similarly, previous experience in a decision context associates the context with a particular decision goal. …

2023-January-01-Etsu Student Finds Passion In Park And Recreation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – David Crockett High School graduate Evan Alvarado initially planned for a career in nursing.  

But after taking a course at East Tennessee State University about wildland firefighting, he had a change of heart.

“The day the class ended, I immediately changed my major to park and recreation management,” he said. “It has been fantastic, and I haven’t looked back.” 

Part of the Clemmer College at ETSU, a concentration in park and recreation management trains students how to plan, organize and lead a range of agencies and programs.  

Alvarado got a boost to his professional progression when …

2023-January-01-Etsu's Dr. Pamela Mims Part Of National Biotech Project, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Government, business and education leaders across the United States are working collaboratively to make clear to high school students and others that bio industrial manufacturing is a career path open to all.
 
Dr. Pamela Mims is one of several at East Tennessee State University powering this national endeavor. 
 
“We knew this movement was happening, and we knew it would be a huge area of job development in the future,” said Mims, a professor and associate dean of Research and Grants in the Clemmer College. “We also knew we needed to prepare students graduating from ETSU to …

Correlation Of Motivations To View Facebook Video Advertisements With Willingness To View Future Advertisements, Mokhlisur Rahman

Dissertations and Theses

Most people are familiar with the concept of Facebook video ads. Facebook offers enormous features to place in-feed video ads to promote products. An online survey was conducted at the University of South Dakota in Vermillion, South Dakota. The survey looked for user motivations for viewing Facebook video ads. The conceptual framework for this study was chosen as the Uses and Gratifications Theory. Drawing on the UGT, the study uses a previously established and supported scale used in previous uses and gratification studies to measure the correlation among results. All the participants in this study were university students. The study …

Competition And Sensegiving: Nonprofit Markets And Organizational Signaling, Adam Eckerd, Jacob Fowles, Jamie Levine Daniel, Riley Sandel

School of Public Service Faculty Publications

In this paper, we investigate how an organization’s position within its nonprofit marketplace influences how nonprofits convey images about themselves to their stakeholders. We discuss the nature of competition in the nonprofit sector and explore the different competitive positions that nonprofits find themselves in. We assess how this positionality affects the ways that nonprofits attempt to convey images, or senses, of themselves to external audiences. We find that these sensegiving approaches are affected by competition, particularly when considered together with the stage of the organization’s lifecycle.

How Social Media Influencer Collaborations Are Percieved By Consumers, Veronica L. Thomas, Kendra Fowler, Faegheh Teheran

Marketing Faculty Publications

Within the social media community, influencers engage in a variety of collaborative practices such as tagging, reposting content from, or forming partnerships with other influencers and brands. While such collaborative efforts are a known practice, less is understood about how influencer collaborations affect consumers' perceptions of the partnering influencers, specifically when a status differential exists within the collaboration. We suggest that such collaborative practices, specifically those where the focal influencer has a higher status than the collaborating partner, may help to weaken consumers' perceptions that the influencer's actions are purely self‐focused. A pilot study, analyzing both influencer–influencer collaborations and influencer–brand …

Pixel Tracking And Utms: A Study Of Nintendo Co., Ltd., Samantha S. Clevenger

Undergraduate Theses, Professional Papers, and Capstone Artifacts

No abstract provided.

How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta

Marketing & Business Law Faculty Works

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …

College Of Business Honors Project - Sugardale Group 1, James Garchar, Samuel Hanna, Karissa Chin

Williams Honors College, Honors Research Projects

This project serves as our Honors Project and is integrated within the College of Business tying us to real-world experience with Sugardale.

Typology Of Tweets And User Engagement Generated By U.S. Companies Involved In Developing Covid-19 Vaccines, Priyanka Khandelwal, Leslie Ramos Salazar, Soni Khandelwal

Department of Marketing: Faculty Publications

This study analyzes 295 tweets by four U.S. companies engaged in discovering a vaccine for COVID-19. Tweets were analyzed to understand how their Twitter feeds balanced corporate and product branding (vaccine, medicines, etc.) and disseminated scientific information relating to COVID-19. The results suggest that these companies were actively embedding technical information about COVID-19 in their corporate and product branding. Tweets providing technical and scientific information about the progress made toward developing a COVID-19 vaccine garnered high levels of user engagement from their target audience. Findings from this study indicate the growing importance of technical communication in corporate settings during a …

Moderating Effects Of Relationship Length And Contact Frequency On Customer Citizenship Behaviors, Laee Choi, Mi Ran Kim

ICHRIE Research Reports

Studies show that contact frequency and relationship length impact co-creative and in-role behaviors with service providers. However, their influence on extra-role or customer citizenship behaviors (CCBs) remains unexplored. This study delves into the moderating role of relationship length and contact frequency within the CCB model. Utilizing an online survey (n = 665), the study unveils that perceived justice’s impact on affective commitment is not moderated by contact frequency, whereas the impact is stronger in short-term than in longer-term relationships. The perceived support-affective commitment-CCBs relationship is stronger in high contact than in low contact group. Similarly, the relationship is stronger for …

Negative Forces In Consumption: Their Unpleasant But Undeniable Influence On Consumers, Yumei Mu

Graduate Theses, Dissertations, and Problem Reports (ETD)

An unfortunate reality of consumer behavior is that it has a negative side: Consumers can experience negative emotions (Harrison-Walker, 2019); firm-consumer relationships can grow sour (Do, 2019); and so on. Already quite prevalent, negative forces in consumption have only increased lately because of the COVID-19 pandemic (Gaydos, 2020). Given the pervasiveness of negative forces in consumer behavior, it is very important for consumer psychologists to study them. To that end, the three essays in this dissertation explore wide-ranging facets of negative forces in consumer behavior and, collectively, greatly augment the field’s understanding of the behaviors, processes, and outcomes comprising the …

Businesses Supposedly Held The Key To The Ada, But They Dropped The Ball: Can Marketing Be The Shot In The Arm America Needs To Bring The Spirit Of The Ada Back To Life?, Elizabeth T. Gratz

Graduate Theses, Dissertations, and Problem Reports (ETD)

This research investigates the historical and current focus of the field of marketing on the disability community and considers whether marketers can positively impact attitudes toward the group through their firm media content. My first essay uses the Rocky Road to Policy Pavers model to discuss the importance of this large and underserved consumer group, and highlights several opportunities for the marketing community to reduce existing barriers to disabled consumers in the marketplace. One way that marketers can reduce stigma and improve attitudes toward the disability community is by strategically portraying individuals with disabilities in their firm media content. My …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

On The Volatility And Market Inefficiency Of Bitcoin During The Covid-19 Pandemic, Cesar C. Rufino

DLSU Business & Economics Review

The COVID-19 pandemic has been causing unprecedented economic downturn worldwide. As it wreaks havoc on every aspect of global economic activities, stakeholders are wondering how its impact can be quantified to craft viable responses. In the exotic field of cryptocurrencies, prior to the pandemic, everyone was excited about Bitcoin and its multitude of potentials. However, a day after COVID-19 was officially announced by the World Health Organization as a pandemic, the rate of return to Bitcoin dropped by an unheard-of one-day decline of -46.5%, and people started to rethink the prospects of Bitcoin. A day after this steep decline, Bitcoin …

Dynamic Connectedness In The Asean’S Equity Markets During The Covid-19 Pandemic, Yuthana Sethapramote, Suthawan Prukumpai, Lawrence B. Dacuycuy

DLSU Business & Economics Review

The COVID-19 pandemic unleashed shocks that triggered severe global economic contraction and spawned sizeable financial market fluctuations. This paper examines the dynamic connectedness between ASEAN stock markets and major global stock markets using the dynamic connectedness framework developed by Diebold and Yilmaz (2009, 2012). Empirical results reveal that ASEAN stock markets and other emerging markets have experienced higher spillovers from global equity markets during the pandemic than in normal times. In addition, the role of ASEAN region spillovers has increased significantly during the COVID-19 outbreak. This study contributes to the existing literature by investigating the extent of dynamic connectedness between …

Income Recovery Of Thai Workers From The Covid-19 Pandemic, Athakrit Thepmongkol, Amornrat Apinunmahakul

DLSU Business & Economics Review

This paper examines how COVID-19 and the resultant lockdown affected Thai workers and how their income has recovered as of the end of 2020. We conducted three phases of telephone surveys to track the income dynamics of Thai workers during the months of May, August, and November 2020. The initial COVID-19 impact on Thai worker income was enormous and very broad. On average, Thai workers’ income fell by 47.03%, and 69.7% suffered such a loss. Over the six months survey period, most Thai workers had just begun to stabilize their income, but only a few were actually able to recover. …

A Sector Prioritization Index With Carbon Emission Intensity Considerations, Krista Danielle S. Yu, Christine Alyssa P. Solis, Viknesh Andiappan

DLSU Business & Economics Review

Globalization has influenced the production processes. The varying degree of regulation on carbon emissions has caused some economies to continue with their production practices which can cause them to miss their commitments to international organizations. Previous literature has developed prioritization and vulnerability indices for sectors that account for the socioeconomic metrics, but they were unable to integrate the environmental effects that sectors generate. This study proposed a sector prioritization index with carbon emission intensity considerations to include the environmental effects based on a

multiregional input-output model. The results show that electricity sectors, services sectors, transport sectors, and energy- intensive industries …

The Role Of Public Investment In Pandemic Recovery, Aris Zoleta

DLSU Business & Economics Review

The goal of this study is to review the risk associated with increases in sovereign deficits and the role of public investment in pandemic recovery. The estimates of DSGE models show that fiscal authority provides more emphasis on debt to GDP than output and deficits. In addition, the stochastic simulation shows that increases in public investment do not limit the increases in private investment. And both public and private investment exhibit procyclical behaviors in the presence of government spending shock. Lastly, the output is more persistent during episodes of technology shocks than during an increase in government spending. The paper …

Nexus Of Innovation And Firm-Level Productivity: Evidence From Philippine Manufacturing Firms, Zandro M. Catacutan, Willington O. Onuh

DLSU Business & Economics Review

We examine firms’ propensity to engage in innovation activities and the impact of innovation on firm-level productivity in the Philippine manufacturing firms using comprehensive firm-level data from the 2015 World Bank Enterprise Survey. We use two main specifications: the probit model to assess firms’ propensity to innovate, and endogenous switching regression to evaluate the impact of innovation on productivity and address endogeneity issues. Our empirical findings suggest that the propensity of firms to engage in innovation is low and negatively affected by R&D intensity and capital intensity. We find evidence of beneficial effects for both product and process innovations on …

Cash Conversion Cycle And Investment Cash Flow Sensitivity, Ilker Yilmaz

DLSU Business & Economics Review

The purpose of this article is to investigate the effect of firms’ cash conversion cycle on their investments’ sensitivity to cash flows. Using the data of 167 energy companies from 2010 to 2019, we run dynamic panel regressions for the models based on the Euler equation. We employed a generalized method of moments (GMM) as the estimation technique. The analyses revealed two main results. The first is that there is investment cash flow sensitivity for the sample firms indicating the existence of financial constraints. The second is that the cash conversion cycle has a significant positive effect on investment cash …

Antecedents Of Investment Decision-Making In Mutual Fund: An Indian Perspective, Som Nath Paul, Rajesh Kumar Upadhyay, -- Ashimagarg

DLSU Business & Economics Review

The growth rate of investments in mutual funds is certainly the most significant phenomenon of present financial markets. Over the years, mutual funds have been a branch whose assets have now become the largest among other financial intermediaries. In this industry, which has focused its attention on marketing, its products have been cut to a wider population. The aim of the present research is to explore the relationship between risk perception and investment decisions in mutual funds. This study is also an attempt to explore the role of expected return in the investment decision of investors in the mutual fund …

Emotional Intelligence And Conflict Management In Family Firms: Using Systematic Literature Review And Bibliometric Analysis, Kris G. Lobo

DLSU Business & Economics Review

Through systematic literature review and bibliometric analysis, the author assesses the current state of research on the relationship between emotional intelligence (EI) and conflict management (CM) in the family business and recommends avenues for future research. The aim of the study is to map and discover clusters taken from existing literature. In terms of methods, Tranfield et al. (2003) recommended guidelines for conducting a systematic literature review was adopted (i.e., planning, conducting the review, reporting, and dissemination) to capture nuances regarding the conceptual link between EI and CM. With limited publications that highlighted the link between emotional intelligence and conflict …

An Angry Face And A Guilty Conscience: The Intrapersonal Effects Of Fake Anger In Negotiation, David Hunsaker, Teng Zhang, Mckenzie Rees

Faculty Publications

Research on anger in negotiation suggests that expressing anger can have detrimental effects on the relationship between the parties but may also improve the expresser’s economic outcomes, resulting in the use of fake anger (i.e., anger that is expressed but not felt) as a negotiation strategy. Based on research on moral emotions, we argue that fake anger in negotiation will lead to expressers’ guilt, which in turn negatively impacts their self-perception and their overall subjective experience of the negotiation. Across three studies (two online and one face-to-face), we consistently demonstrate that fake anger lowers negotiators’ feelings about themselves as well …

What Gives? Leveraging Marketing Knowledge To Increase Consumers’ Charitable Giving, Caitlin Michael

Graduate Theses, Dissertations, and Problem Reports (ETD)

Marketing plays a central role in nonprofit organizations that compete for the donations of individual consumers to achieve their respective missions. To this end, marketing researchers and practitioners have devoted much attention to the antecedents of charitable giving and ways in which solicitations may be made more effective and efficient. This gives rise to the questions: “What has the field learned?” and, relatedly, “What novel effects have not yet been explored?” Within this dissertation, three essays address these questions through the use of multiple methodologies.

The first essay seeks to outline what the marketing field has learned about consumers’ charitable …

2023 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2023.

The Effects Of Venture Capital Network Centrality On Earnings Management And Profitability Of Portfolio Company: Evidence From The U.S. Market, Yosavee Niranvichaiya, Sorasart Sukcharoensin

DLSU Business & Economics Review

Based on a sample of 788 U.S. venture capital-backed IPO companies from 2006 to 2015, this research evaluates the impact of network centrality, venture capital (VC), and earnings management on the future profitability of VC-backed portfolio companies. The results suggest that companies backed by VCs with higher network centrality or that are “more centralized” are likely to have better future profitability after an IPO, even with the use of accrual-based earnings management.

Incumbent Competition And Private Agenda, Anne Marie Go

DLSU Business & Economics Review

Consider two politicians who decide whether to follow what they believe the electorate wants or choose the option that secures their private gain. Policies are implemented when the politicians reach a unanimous decision. The electorate only rewards a politician when a policy is implemented or when the politician is the only one whose action coincides with the popular decision. The results show that if politicians have good decision-making abilities, sufficiently high payoffs in policy implementation—given moderate private agenda payoffs—push them to implement the popular policy. For very poor decision- making abilities, at sufficiently high policy rewards, politicians vote for the …

Alumni Entrepreneurs Discover Career And Companionship At St. Mary's, Brooke Blanton Leith

Black History at St. Mary's University - 2025 Collection

Some of life’s biggest moments can unfold when people least expect them, and for two alumni in 2008, that became a strikingly true statement. Aaron Thomas and Nsi Heredia found themselves developing their relationship over the course of their time at St. Mary’s University; however, they also were able to develop skills that aided their entrepreneurial adventures. Both Thomas and Heredia were able to start their own businesses in large part due to the education they received in their respective classes, but also through extracurricular opportunities such as the Black Student Union and Marketing Club. While the path of entrepreneurship …

On The Path To Decolonizing Health Care Services: The Role Of Marketing, Reece George, Steven D'Alessandro, Mehmet I. Mehmet, Mona Nikidehaghani, Michelle M. Evans, Guarangi Laud, Deirdre Tedmanson

Research outputs 2022 to 2026

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical …