Marketing Commons^™

Effects Of Cross-Cultural Dimensions On Global Perceptions Of Restaurant Service Quality, Justin Moist, Melek Meral Anitsal, Ismet Anitsal

Atlantic Marketing Association Proceedings

No abstract provided.

Consumer Evaluations Of Corporate Generosity, Yanyi Leng

Olin Business School Graduate Student Theses and Dissertations

How do consumers evaluate corporate generosity? This dissertation examines how both the structure and communication of firms’ charitable initiatives shape consumer judgments, revealing that consumers are highly sensitive to cues about consistency, authenticity, and responsibility embedded in corporate social responsibility (CSR) efforts. In Chapter One, “Consumers Prefer that Corporations Donate Periodically,” I examine how the temporal consistency of corporate giving influences consumer evaluations. Across seven preregistered studies (N = 150,563), including two large-scale field studies and five online experiments, I demonstrate that making a series of periodic contributions, e.g., donating $20,000 per month for 12 months, rather than donating an …

Exclusive By Design: Engineered Scarcity And Consumer Behavior In Fashion Drops, Caroline H. Meyer

Marketing Undergraduate Honors Theses

The drop business model centers on releasing small batches of products, often without much notice, on a recurring or semi-regular schedule. These limited releases, or "drops," sell out quickly and rarely restock, creating urgency and making each product feel exclusive. Consumers are trained to anticipate launches, check for updates, and act fast within minutes to secure items before they’re gone. By tapping into psychological drivers such as scarcity, fear of missing out (FOMO), and the desire for social belonging, the drop model flips traditional retail logic. Instead of keeping shelves full, it withholds. Instead of lowering prices to drive sales, …

Three Essays On Consumers' Financial Decision-Making, Zakieh Kaveh

Open Access Theses & Dissertations

This dissertation examines how emerging financial and service technologies shape consumer decision-making and consumption behavior. Across three essays, this research investigates how technological features embedded in payment methods, self-service systems, and artificial intelligence influence consumers' psychological processes and behavioral outcomes in financial and marketplace contexts.

Did Covid-19 Make Professional Sales Obsolete In Business-To-Business Transactions?, Laura Robinson

Atlantic Marketing Association Proceedings

No abstract provided.

Geofencing In Action, Courtney E. Craven

Atlantic Marketing Association Proceedings

No abstract provided.

Ai-Assisted Task Completion: Consumer Sentiments By Effort Level, Jason Mickey Martin

Graduate Theses, Dissertations, and Problem Reports (ETD)

This study examines consumer anger in reaction to firms’ use of artificial intelligence (AI) to assist them in the completion of tasks. Specifically, we focus on instances when AI supplements rather than replaces human effort. Using cognitive appraisal theory and psychological contract constructs, this research investigates how the amount of effort consumers invest into a service review and the effort reciprocated by firms influences emotional reactions. Across two studies, using scenario-based experiments, we find that consumers report higher levels of anger when AI is used to aid in responding to high-effort reviews compared to low-effort reviews. The results suggest that …

Workplace Appearance Norms And The Shame Of Baldness: Implications For Consumer Behavior, Shiyun Chen, Achira Mudiyanselage, Terry S. Damron, Jaycie Luster

Atlantic Marketing Journal

In this research, we investigate how shame can affect consumer behavior. Specifically, we examine how baldness induced shame from workplace expectation and norms can affect consumer decision making related to the purchase of hairpieces and consumers’ preferences towards packaging of the product. Drawing on self-discrepancy theory, identity theory, shame and compensatory consumption research, we investigate the direct connection of shame and purchase intention, and the mediating roles of self-efficacy and the devaluation of masculine identity in shaping consumers’ responses to shame. We tested our hypothesis using survey-based experiments. Across two studies, we demonstrate that shame associated with baldness, positioned as …

Exploring Customer Satisfaction Drivers In The Automotive Sector: A Study Of Volkswagen In Chennai, Sridhar M, Karthik Rajan C S

Management Dynamics

This study examines the key drivers of customer satisfaction among Volkswagen car owners in Chennai, a major metropolitan market within India’s rapidly evolving automotive sector. As competition intensifies and consumer expectations shift, understanding the multidimensional aspects of satisfaction spanning product quality, performance, after-sales service, brand perception, and pricing has become essential for enhancing customer retention and loyalty. Employing a structured questionnaire administered to 100 Volkswagen customers, the study uses both descriptive and inferential statistical tools to identify significant satisfaction determinants. Findings reveal that while customers express high satisfaction with product performance and driving experience, concerns persist regarding service accessibility, mechanical …

The Impact Of Visual Brand Identity On Consumer Response In Rebranding: A Case Study Of Burger King, Andressa De Ungaro Dos Santos

USF Tampa Graduate Theses and Dissertations

This case study investigates consumer perceptions of rebranding through the lens of visual brand identity (VBI) and brand associations, focusing on Burger King’s recent rebranding. Using the Aaker Model as the theoretical framework, the study analyzes how brand awareness and associations influence consumer responses to visual identity changes. The research involves two focal areas in which comparative study will be applied by: (1) analyzing rebranding awareness by evaluating media coverage of Burger King’s new branding; (2) examining consumer-brand relationships through social media interactions to understand responses to the rebranding and to measure emotional and associative responses to visual elements. Through …

Are Emojis The New Words? A Sentiment Analysis Of Social Media Brand Conversations, Yashodhan Karulkar, Dev T. Vora, Siddharth Vaddepalli, Yash Thakur

Journal of International Technology and Information Management

Emojis have become an increasingly important aspect of consumer-brand interactions in the Indian subcontinent. However, the impact of emoji use on brand image and mental health remains underexplored, particularly in emerging economies like India, where structured research on this topic is limited. To address this gap, the present study analyzes over 4,600 consumer tweets related to 19 prominent brands across eleven industries. Using VADER sentiment analysis, the research develops a metric to assess consumer sentiment and brand engagement in relation to emoji usage. The findings indicate that effective integration of emojis contributes to positive consumer sentiment and enhanced brand engagement. …

Influence Of The Influencer: Decoding The Credibility Of Influencers Among College Students., Claire M. Stipsits

International Journal of Undergraduate Research and Creative Activities

As the first “digitally native” cohort, Gen Z's upbringing amidst rapid technological advancements has shaped their attitudes, preferences, and decision-making processes in unprecedented ways. In 2023, e-commerce sales accounted for 20 percent of total sales in financial markets. This increase creates an urgency for understanding the different ways in which Gen Z interacts with retail. The study aims to investigate the mechanisms through which social media influencers have emerged as influential figures by addressing the fundamental mechanisms that drive social engagement and purchase behaviours. The study investigated theoretical mechanisms such as self-determination theory, social influence theory, social comparison theory, and …

Understanding Customer Loyalty In The Automobile Industry: The Case Of Ford Motors In The State Of Virginia, Jared Nichols

Honors Projects

This research utilizes a mixed methods approach to better understand customer loyalty and the factors that impact a customer’s decision to remain loyal to a brand. More specifically, this research focuses on the combined impact that specific factors have on Ford Motor Company’s ability to foster and maintain loyal customers. This research focuses solely on the impact these factors have on Virginia Ford owners. To better understand this question, both quantitative and qualitative data was collected from Virginia Ford owners. The outcome of this research suggests that a combination of perceived value, quality, corporate image, and switching costs when considering …

Busn 3140: Consumer Behavior, Ngoc Cindy Pham

Open Educational Resources

We will explore consumer behavior, focusing on its influence in your life, business strategies, policy making, and society. Our emphasis will be on understanding and analyzing how consumers acquire, use, and dispose of products. In other words, we will examine the ways consumers think, feel, and interact with retail environments, products, services, brands, and ideas.

Understanding Consumer Belief Of Locavorism On Food Consumption At Farmers’ Markets: Implications For Extension Professionals, Youngdeok Lee, Christopher Sneed, Michelle L. Childs

Journal of Extension

Using an intercept method at two local farmers’ markets (n= 192), this study found the notion that local foods taste better and are more nutritious (i.e., lionization) and the notion that buying locally supports and contributes to the local economy and community (i.e., communization), positively influences consumers’ attitude towards shopping at their local farmers’ market. This positive attitude subsequently influences consumer purchase behavior. Extension professionals can utilize these data-driven results to aid in effective farmers’ market promotion by communicating micro-benefits (e.g., nutrition, taste) and macro-benefits (e.g., economic impact) to potential and current farmers’ market consumers.

Can Recyclable Packaging Enhance Consumers’ Willingness To Buy? The Mediating Role Of Corporate Social Responsibility Perception, Haifeng Shi

Dissertations and Theses Collection (Open Access)

The usage of recyclable packaging is a manifestation of corporate social responsibility and conforms to the trend of green and sustainable development. In recent years, with the rapid growth of the environmental awareness, consumers tend to choose more environmentally friendly and recyclable packaged products. Therefore, in order to better promote the usage of recyclable packaging, it is necessary to conduct in-depth research on why consumers choose recyclable packaging. Aiming to explore the impact of recyclable packaging on consumer behavior and its underlying mechanism, this study receives 314 questionnaire surveys all over the country, and adopts ANOVA and process model analyses …

Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson

Honors College Theses

This research project examines Generation Z’s use of TikTok’s and YouTube’s user-generated content (UGC) for travel advice related to accommodation, activities, cuisine, and other tourist practices. As this generation ages and enters the consumer market, continued research is needed to implement marketing strategies with the most significant influence. This study will examine the younger generations' behaviors and help the tourism industry understand its rising target market in comparison to Generations X and Y. This study is conducted through a non-experimental systematic literature review of the subject. This research provides information from various sources on topics such as Generation Z, TikTok, …

Food Marketing: The Adverse Effects Of Food Advertisements And Media Messaging On Men, Women, And Children, Lindsay Arnolds

Management Undergraduate Honors Theses

This thesis examines the impact of food marketing on different segments of the population in the United States. Specifically, the study focuses on the effects of food advertising on men, women, and children, with an emphasis on the ways in which marketing messages influence their food choices, attitudes, and behaviors. Through a comprehensive review of the literature and a survey of various participants, the thesis analyzes the various techniques used by food companies to target these groups, including packaging, labeling, and promotional strategies. Furthermore, it reviews studies on the effects of food advertising and media messaging on the physical and …

Do You Dare To Study Abroad? Examining Cross-Cultural Differences In The Role Of Covid-19 Post-Pandemic Stress On Study Abroad Intentions And Country Image Formation, Helena Allman, Hilmi A. Atadil, Harriette Bettis-Outland

AMTP Proceedings 2023

The purpose of this study is to explore the underlying dimensions of Covid-19 stress to determine the extent to which Covid-19 stress has an effect on students’ intentions to participate in future study abroad programs. The underlying stress factors that this work examines include traumatic stress, contamination fears, fears about economic consequences and past Covid illness experience. The paper addresses the cross-cultural differences in these factors’ effects on studying abroad intentions among young individualistic versus collectivistic consumers. The goal of this study is to develop a deeper understanding of Covid related stress phenomena among global young consumer cohorts. The results …

How Do Consumers In General Evaluate, Judge, And Act Toward Shoplifting? The Moderating Effects Of Personal Characteristics And Motives, Juehui Shi, Ngoc Cindy Pham, Claudio Schapsis, Tofazzal Hossain, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

Despite the seriousness of shoplifting, consumers’ evaluations, judgements, and intentions toward shoplifting remain underexplored by scholars from business ethics, marketing, retailing, and consumer behavior. We propose a new shoplifting ethics model, which integrates Hunt and Vitell’s theory of ethics with Nadeau, Rochlen, and Tyminski’s typology of shoplifting, by incorporating the moderators of consumers’ personal characteristics (i.e., age, gender, marital status, income) and shoplifting motives (i.e., social, experiential, economic, emotional) onto the relationships among deontological evaluation, teleological evaluation, ethical judgment, and intention. Based on a two-by-two randomized experimental design, two shoplifting cases (i.e., swapping price tags, stealing products) are investigated in …

Antecedents And Consequences Of Conspicuous Sport Consumption, Yukyoum Kim, Sun Hwan Hwang, Marshall Magnusen

Journal of Applied Sport Management

Conspicuous consumption is when consumers acquire luxury goods and services to help publicly demonstrate their desired economic and social status. Even though conspicuous consumption can help individuals experience social distinction and a heightened sense of self-esteem, much still needs to be known about this occurrence in the context of sport. Accordingly, the focus of this study was to examine antecedents (i.e., Expertise and Self-esteem) and outcomes (i.e., Satisfaction and Subjective Well-being) of conspicuous consumption of upscale sport goods. An empirical study was conducted with cyclists (n = 393). The research model was analyzed using simultaneous equations analysis. Expertise was shown …

Subjective Well-Being, Happiness, And Fairness Of Marketing Systems In Brazil: Some Further Thoughts, Stefânia Ordovás De Almeida, Ely José De Mattos

Markets, Globalization & Development Review

Subjective well-being is often popularly referred to as happiness. In this dialogue commentary, we point to these additional aspects of subjective well-being or happiness: (1) Some findings from another study of this type, in another region of Brazil; (2) Several macro-level observations, drawn from Brazil as well as globally, on the complex relationships between marketing practices, public policies, consumption styles and subjective well-being.

Can I Choose My Offer: How Choice On Sales Offer Impacts Consumer Purchase Decision?, Atmadeep Mukherjee

Graduate Theses and Dissertations

While making a purchase decision consumers tend to evaluate various assortments. Most of the research in choice literature has focused on the impact of focal product assortment size and consumer preferences. With the advent of a novel sales promotion strategy, where consumers are provided with a choice to select an offer, this dissertation investigates the effect of choice on sales offer, specifically free offers on purchase evaluations. Building on choice literature and sales promotion this dissertation argues that choice on sales offers, particularly free offers, will have a positive effect on purchase evaluations and the effect gets accentuated under certain …

Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister

McNair Scholars Research

While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard

AMTP Proceedings 2022

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity and Consumer Hoarding During COVID-19

How Do Consumers In General Evaluate, Judge, And Act Toward Shoplifting? The Moderating Effects Of Personal Characteristics And Motives Shoplifting?, Juehui Shi, Ngoc (Cindy) Pham, Claudio Schapsis, Tofazzal Hossain, Arturo Z. Vasquez-Párraga

WCBT Faculty Publications

Despite the seriousness of shoplifting, consumers’ evaluations, judgements, and intentions toward shoplifting remain underexplored by scholars from business ethics, marketing, retailing, and consumer behavior. We propose a new shoplifting ethics model, which integrates Hunt and Vitell’s theory of ethics with Nadeau, Rochlen, and Tyminski’s typology of shoplifting, by incorporating the moderators of consumers’ personal characteristics (i.e., age, gender, marital status, income) and shoplifting motives (i.e., social, experiential, economic, emotional) onto the relationships among deontological evaluation, teleological evaluation, ethical judgment, and intention. Based on a two-by-two randomized experimental design, two shoplifting cases (i.e., swapping price tags, stealing products) are investigated in …

Effect Of Marketing Mix And National Culture On Consumer Buying Intention For Music Products: A Case Study Of Indonesian And Indian Consumers, Teddy Oswari, Reni Diah Kusumawati, Tristyanti Yusnitasari, Vijay Kumar Shukla

ASEAN Marketing Journal

Manuscript type: Research articles.Research Aims: To determine the effect of marketing mix and culture on consumer buying intention on music product.Design/methodology/approach: The research conducted a different test to determine there are whether or not differences in consumer behavior in Indonesia and in India.Research Findings: The results of this study can provide information to music industry about the factors that can attract consumer buying intention of music products, so the music industry can determine the right product marketing strategy.Theoretical Contribution/Originality: This research was conducted by analyzing the perceptions of consumers from Indonesia and India by paying attention to internal and external …

Consumer Preference For Genetically Modified Halal Yogurt Drinks, Siti Hasnah Hassan, Qaisar Iqbal

ASEAN Marketing Journal

This study strives to understand the importance placed by consumers on the features of a product when purchasing yogurt drinks. In addition, their attitude towards genetically modified foods, generally, and their purchase intention towards genetically modified yogurt drinks, in particular, was also determined. Convenience sampling was employed; 120 usable responses were received from the self-administered survey. The research findings showed that nutrition was deemed as being the most important product feature that influenced the decision in purchasing yogurt drinks. This was followed by freshness, price, flavor, variety, and origin. Furthermore, it was found that respondents presented a neutral attitude and …

Religiosity Aspect In Consumer Behaviour: Determinants Of Halal Meat Consumption, Jusmaliani Jusmaliani, Hanny Nasution

ASEAN Marketing Journal

Previous studies indicate that religion may influence consumer attitude and behavior in general, especially in food purchasing decisions and eating habits. There are limited studies that examined the role of religiosity in consumer behaviour; especially in relations to halal meat consumption. Due to gaps found in the literature, this study investigates the determinants of intention to eat halal meat. It also examines the levels of determinants of halal meat consumption between Indonesian Muslim living in Jakarta and Melbourne. Respondents were personally and electronically contacted. In total, 160 questionnaires were completed for this initial study. The results indicate that behavioural control …