Marketing Commons^™

Conflicted Positioning: Product Positioning When Market Segments Have Conflicting Risk Goals, Richard Flight

Association of Marketing Theory and Practice Proceedings 2024

ABSTRACT

In some product and service categories concern for physical risk as a result of the product or service rendered is an inherent barrier to purchase. Meanwhile, the same perceived danger attracts thrill seekers who want (or need) a sense of adventure. In this exploratory research, the question of motive for and emotions associated with learning how to fly a plane are explored. When prompted risk is cited oftentimes as both a deterrent to engage in the activity and a motive to pursue it. This presents product and brand managers with the question of how to simultaneously assuage risk-related fear …

Essays On Salesperson’S Motivation And Job Satisfaction-Performance, Claire H. Cha

Doctoral Dissertations

Salesforces are important to firms as they drive a significant part of the firm’s brand, financial, and relational performance. Salesforce performance, job satisfaction, and motivation have remained key topics of interest to practitioners as well as researchers (Hansen & Levin, 2016; Pullins, 2001; Williams & Plouffe, 2007). This dissertation includes three essays. Essay 1 aims to address a lingering question theoretically and managerially. What is the relationship between satisfaction and performance? That question is assessed with a unique longitudinal simultaneous design to test four leading hypotheses of the causal relationship between salespeople’s job satisfaction and performance. The study’s design addresses …

The Impact Of Instagram Usage On Body-Esteem In Young Women In College, Kirsten Etzinger

Honors Projects

Instagram as a platform is increasing in popularity, especially among young women. Young women may use Instagram to keep up with their peers, follow trends, or as a way to express themselves. However, it is evident that young women can be negatively affected by the content they are exposed to on Instagram. This study examines the impact that increased Instagram usage can have on body-esteem in young women in college by evaluating their degree of Instagram usage, motivation to use social media for body comparison, and feelings of body-esteem. An online survey was conducted with BGSU college-age female students and …

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

Journal of Applied Marketing Theory

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 …

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 …

Travel Motivations And Constraints Of Solo Women Travelers In Turkey, Egemen G. Tukenmez

Journal of Mediterranean Tourism Research

Developments in the field of technology and transportation have accelerated people to travel and encourage consuming tourism products. For this reason, interest of people for individual travels increases year by year along with package tours. Solo travel, which has important parts of individual travel, is one of the crucial elements in travel industry. An important part of this travel is composed by women. Women interest travel solo with different motivations. In this way, they tend to consume different types of touristic products. However, travel constraints that experienced during solo travels affect satisfaction level of solo women travelers. For this reason, …

Digitalizing Business Structure And Remote Working: A Qualitative Data Analysis, Songul Gokhan, Omur N. Timurcanday Ozmen

Journal of Mediterranean Tourism Research

With the digitalizing business structure and the transition to the remote working model, many changes have been experienced in working life. We have entered a period in which workflows are carried out away from the workplace via e-mail and social networks, virtual meetings using digital technologies. While the workflows are carried out through digital technologies, individuals encounter many problems such as the conditions of the house in the background, the number of crowds in the house, the number of children, the focusing problems caused by noise, productivity, performance, work-life balance, motivation, social isolation and loneliness, physical and mental health problems. …

Developing Marketing Strategies To Enhance Students’ Perception Of Service Within The Thompson Scholarship Program, Emileigh Kleps

Honors Projects

Understanding the perceptions of Thompson Family Scholars to suggest improvements of marketing strategies within the Thompson Scholarship Program for the benefit of current and future Thompson Family Scholars.

Short-Term Rental Versus Small Hotel Industry Amid Covid-19 Pandemic: What Drives Millennials’ Accommodation Choices?, Tammy Wee, Melissa L. S. Liow

Journal of Global Hospitality and Tourism

This paper aims to establish the motivation factors behind the accommodation choices made by millennials for stays at short-term rental properties and small hotels amidst the COVID-19 pandemic, a topic that remains under-represented in the hospitality and tourism literature. Using data from a survey of 145 millennials who stayed at an Airbnb property and a small hotel in the past year, a non-parametric test was utilized to compare six motivation factors that affect millennials’ accommodation choices, guided by the push-pull motivational framework. The Wilcoxon signed-rank test results showed that the millennials significantly considered price and reviews as their common pull …

Beyond The Lineup: An Exploration Of Consumer Loyalty At Bonnaroo Music & Arts Festival, Anna Richardson

Honors Theses

The rise of the Internet and the accelerated technological changes associated with the creation of the Internet have led to a restructuring of business structures in the music industry. These changes in technology coupled with changes in consumer preferences have led to a rise in the popularity and profitability of the live music sector, and specifically music festivals. The market for music festivals is becoming more saturated, and festival organizers are having to find new and distinct ways to differentiate their offerings. In order to maintain competitive positioning in a progressively saturated market, festival organizers must rely on differentiation and …

A Qualitative Study: Military Veterans And Franchise Ownership, Martin J. Mcdermott 4384520, Jason Jackson

The Qualitative Report

This study focuses on the military experience and motivation to become a franchise business owner. Previous research indicated franchisees who were military veterans had a significantly higher level of job satisfaction in owning and operating a franchise compared to franchisees with no military background.This study attempts to provide answers to important research questions like how and why military experience influences satisfaction in owning a franchise.Seven franchise business owners who served in the military participated in this qualitative study using a process of surveying, coding, and thematizing to answer this research inquiry. The findings of this follow-on study indicated veterans had …

Prior Knowledge, Epistemic Motivation And Retail Search Behavior: A Proposal, James W. Clark Dba, Phillip L. Bond Phd

Atlantic Marketing Association Proceedings

No abstract provided.

Sustainability Of Direct Sellers In Marketing, Ashten N. Holloway

Honors Theses

This paper examines the characteristics of people who are a good fit for a career in direct selling marketing as well as the characteristics of those who are not. It is also an examination of the motivations to join direct selling and the different levels of “success” that some may find in their careers as direct sellers. Some of the motivators for success came from emotional drives while some were situational. Analysis of the questionnaires given to each participant led to the discovery of three common determinants of what does make a successful direct seller and four determinants of characteristics …

An Examination Of Motivation And Identification Of Football Fans, Jennifer Y. Mak, Carina King, Jinmoo Heo

Marketing Faculty Research

This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.

Online Students Demographics And Motivations To Enroll In Class, Weiling Zhuang, Viviane Billings

EKU Faculty and Staff Scholarship

Distance education traces its origins to mid-19th century Europe and the United States. With the development of infrastructure and technology, universities began to offer distance education via the internet to reach the prospective students, facilitate the learning process and accommodate their needs. With an increase in popularity and demand, the enrollment for online classes has been strong for the past ten years. According to Allen and Seaman (2013), there were 572,000 more online students in fall 2011 than in fall 2010 for a new total of 6.7 million students taking at least one online course. Another recent study conducted by …

The Sociodemographic Indicators Of Travel Insurance Fraud: Motivations, Emotions, And Behaviours, Gonzalo Díaz-Meneses

Irish Business Journal

This work centres on the study of travel insurance fraud, with the aim of identifying the psychographic and behavioural responses involved in claiming an insurance policy through simulating injury or loss. To be specific, five types of motivation (fun, compensation, revenge, profitability, and family interest), nine types of emotion (love, surprise, disgust, anger, shame, sadness, trust, fear, and pride), and three types of behaviour (without personal damages, at destination, and with personal damages) have been found to be related to travel insurance fraud. In order to facilitate the detection of dishonest claims, the relationship between these psychographic, as well as …

British Virgin Islands Tourists' Motives To Travel, Destination Image, And Satisfaction, Sherrine Natahsa Augustine

Walden Dissertations and Doctoral Studies

The turbulent events of the world have resulted in a decline in the number of travelers since 2011. Nevertheless, approximately one billion international tourists still travel annually.Tourist activity plays an important role in the global economic activity. The purpose of this correlational study was to examine if a relationship exists between destination images, push and pull motives to travel, and tourists' satisfaction. The target population consisted of noncitizen and nonresident tourists of the British Virgin Islands (BVI) between March 2017 and April 2017. Oliver's expectancy-disconfirmation theory that the individual will act in a particular way because the expectation that a …

Leader Strategies To Reduce Sales Personnel Attrition, Nicole Lea Hawkins

Walden Dissertations and Doctoral Studies

Because sales are the primary revenue generators for insurance companies, reducing attrition of sales agents is essential to organizational success. The purpose of this single descriptive case study was to explore strategies that 6 Nebraskan sales leaders within the insurance industry used to reduce attrition. Participants had experience in sales leadership and the attrition of sales personnel and were able to provide insight into the unique perspectives on attrition in the insurance industry. Participants met the following criteria: (a) manage an insurance sales office or organization or (b) held an insurance sales leadership position for at least 1 year and …

The Impact Of Motivational Factors On Daily Fantasy Sports Participation, Brendan Phelan, Matthew O'Hern

Honors Theses and Capstones

Since the passing of the Unlawful Internet Gambling Act (UIGEA) in 2006, the fantasy sports world has had a tumultuous decade. Shortly after the passing of UIGEA, daily fantasy sports became marketable, and saw several years of tremendous growth. However, recent legal issues have clouded the industry, and lawmakers have questioned whether daily fantasy sports indeed fall under the exception granted by UIGEA as a “game of skill”, or whether the games are illegal gambling. This study is meant to look at what motivates fantasy sports participants, especially through this time of turmoil in the industry. It specifically looks at …

Counting Up While Doing Tasks Makes You Feel More Difficult Than Counting Down, Hee-Kyung Ahn

Asia Marketing Journal

In this research, we explore whether mere exposure to external cues with vertical progress (e.g., moving upward or moving downward) can influence individuals’ persistence to complete focal tasks. Drawing on the theory of embodied cognition, we propose that, a moving-upward (vs. downward) cue activates the abstract concept of difficulty, which is associated with the physical experience of climbing uphill (vs. downhill). Due to this association between moving uphill and difficulty, merely exposing individuals to the moving-upward cue can induce greater feeling of difficulty and this greater difficulty, in turn, reduce individuals’ persistence, compared to exposing individuals to the moving-downward cue. …

The Application Of The Goal-Gradient Hypothesis And The Temporal Construal Theory To Customer Loyalty Programs - Goal Gradient Hypothesis And Temporal Construal Theory, Tae Ho Song, Wooli Ko

Asia Marketing Journal

The goal-gradient hypothesis states that the tendency to approach a goal increases with the increasing proximity of the goal (Hull 1932). It was initially supported with an evidence of animal experiments and since then, several papers have investigated the goal-gradient hypothesis in humans. Although there are some evidences related to the goal-gradient hypothesis in human behaviors, none of previous studies can properly explain its underlying mechanism, and what``s more, they were not able to suggest useful managerial applications in human behaviors. From these perspectives, this work points out that there are some theoretical weaknesses to apply the goal-gradient hypothesis into …

Review Of Psychological Foundations Of Marketing By Allan J. Kimmel, Alexander Milovic

Marketing Faculty Research and Publications

No abstract provided.

Sales Manager Support: Fostering Emotional Health, Motivation And Customer-Orientation In Salespeople, Elyria Kemp, Aberdeen Leila Borders, Joe M. Ricks

Faculty and Research Publications

Purpose – The purpose of this paper is to examine the role of sales manager support in promoting the subjective well-being of salespeople as well as the function of the sales manager in cultivating positive, motivating and productive environments. Design/methodology/approach – An exploratory assessment of the relationship between sales manager support and emotional health in salespeople was conducted by interviewing sales professionals from diverse industries. The insight offered from these individuals, in conjunction with prior literature, provided the basis for the development of a conceptual model that elucidates the impact of sales manager support on the emotional well-being of salespeople …

The Effect Of Antecedent Mood On Customer Loyalty Intentions: A Mood-By-Gender Interaction, Michael L. Thomas, Lindsay Larson, Linda G. Mullen

Association of Marketing Theory and Practice Proceedings 2013

This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

Theses and Dissertations - UTB/UTPA

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation. The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

Student Colloquium: Motivation To Buy Formal Luxury Apparel Brands In The Male Youth Segment, Syed Sayem Mustafa, Sarah Zubair, Sultan Waleed Khan, Ashar Kamil

International Conference on Marketing

The research was conducted in the commercial hub, Karachi, of Pakistan. The main purpose of the research was to help the marketers of the branded formal clothes like Armani, Gucci etc in terms of deciding the product target market, its segmentation and positioning as well. It will help these brands in making the advertisement for their product because this study will help them in identifying the important factors which motivates people to buy branded formal clothes. So they should advertise their product on these factors and gets the audience attention. This research classifies the buyers of branded formal clothing into …

Segmenting Motivation: An Analysis Of Fantasy Baseball Motives And Mediated Sport Consumption, Brendan Dwyer, Stephen L. Shapiro, Joris Drayer

Human Movement Sciences & Special Education Faculty Publications

Fantasy sport consumer behavior research is a burgeoning area of inquiry as this growing segment of sport fans exhibits unconventional, yet robust media consumption habits. In addition, consumer motivation and market segmentation represent core principles within the study of marketing, yet the integration of these two essential concepts with regard to sport consumers is limited. The purpose of this study was to explore fantasy baseball motives, develop a motive-based taxonomy of users, and quantify the differences between segments through an examination of mediated sport consumption. An exploratory hierarchal cluster analysis with a subsequent K-means analysis was conducted to determine the …

Motivations For Camp Staff To Work At Camp, Jessica M. Cresci

Recreation, Parks, and Tourism Administration

Camp staff are the heart of summer camps and can affect how the summer runs. The purpose of this study was to identify the motivations for staff to work at residential summer camps with special regard to any differences in motivations between staff who attended camp as a camper and staff who never attended camp as well as between international and national staff. This study used cluster sampling measuring 21 possible motivations. A link to an online survey was sent to eight camps as identified on the American Camp Association website. The top six motivations for staff to work at …

Motivation And Decision Making In City Break Travel, Gerard Dunne

Articles

The demand for city breaks has been one of the major growth areas in travel and tourism in recent years. The city break product is generally considered to be different from other holiday products, particularly in a spatial and temporal context. However marketing strategies targeting this important tourism niche continue to be based on data that is often anecdotal and frequently inaccurate. This book explores the distinctive characteristics of this form of travel and in particular the motivations and decision making involved in taking such trips. The book presents a decision making continuum that highlights the variation that exists between …

원산지 개념의 구성 차원이 소비자의 제품평가에 미치는 영향, 소현 신, 상욱 김, 서일 채

Asia Marketing Journal

Considerably many numbers of studies on country-of-origin(hereafter COO) effects have been presented in international business and marketing areas. Recent studies have been included the effects of COO of manufacture, parts, and design, as well as the effects of brand origin, reflected by the accelerating convergent manufacture circumstances and increasingly competitive environments. Moderating constructs such as knowledge of product category and involvement as individual variables, have been also introduced and researched in various angles. In addition, how the effects of COO occur as processes is also argued in previous studies. This research has attempted to explain business corporation`s strategic decisions on …