Marketing Commons^™

The Application Of Kahneman’S Concepts To Marketing Police In Ontario, Canada, Pritpal Thind, Steve Lemay, Dave Mcmahon

AMTP Proceedings 2022

Marketing concepts are rarely applied to policing, although for most modern societies it is an essential function and part of the social contract between governments at all levels and the publics they serve. In this paper, we look specifically at how marketing concepts apply to policing in Ontario, Canada. We frame our examination with concepts like the halo effect, the availability effect, and other ideas outlined by Kahneman (2013).

Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk, Zsofia Toth, Tristan Emerson, Nikolina Koporcic, Sally Mckechnie, Muzna Shehzad

AMTP Proceedings 2022

This research examines how retail businesses from central England’s Midlands region communicated temporary closure of their brick-and-mortar stores via shop window messages during the first two Covid-19 lockdowns in 2020. These closure notices represent important forms of crisis communication for businesses, which display various levels of information, emotional language, or functional intent, and offer signposts for business continuity. 417 shop window closure notices were photographed - 167 and 250 from the first and second periods of lockdown respectively. In order to analyse the data, a multimodal social semiotic framework was employed, allowing the study to examine the language, design and …

Exploring Stakeholders’ Perceptions Toward Event Innovations, Sophie Unson, Wei Wang Dr.

AMTP Proceedings 2022

Although the impacts of COVID-19 have been negative and long-lasting, the hospitality and tourism industry has seen the creation of new processes and ideas as a result. The events industry in particular, has a lack of research on innovative practices; therefore, this study will examine new innovations that emerged from the global pandemic. This study utilizes a multi-method research style, in which it qualitatively examines industry professional’s strategies to combat the pandemic and quantitatively measures consumers responses. The current results of the study show six major qualitative themes that will used to measure the consumer’s perceptions of events during the …

Anti-Consumption: A Preliminary Examination Of A Set Of Social Considerations That Impact A Consumer’S Decision To ‘Punish’ Marketers Deemed To Be Engaging In Irresponsible Behavior, Tammy Mccullough, Ania Izabela Rynarzewska, Sam Fullerton

AMTP Proceedings 2022

A sample of 175 students from two universities provided insight regarding the rationale for engaging in anti-consumption behavior. A review of the literature identified myriad reasons why consumers engage in personal boycotts. This study examines 12 of these reasons: environmental concerns, political stance, religious orientation/affiliation, country-of-origin (COO), attitudes towards the LGBTQ community, the size of the marketer, the use of disliked celebrity endorsers, the use of offensive marketing tactics (e.g. advertising), animal cruelty including the use of live animal testing, perceived violations of basic human rights, employing a nonunionized workforce, and employment-related discrimination based on the gender, age, race, religion, …

Monetizing Student Projects: Advice For Marketing Educators, Zach Moore

AMTP Proceedings 2022

As resources become more scarce in colleges of business, it is increasingly important for faculty members to be creative to generate revenue for their programs. This paper provides several tips for using student projects to raise funds for student development.

The Need For Non-Market Strategy: Epistemic Communities, Globesity And The Marketing Of Fast Food, Amit Mukherjee, Naz Onel

AMTP Proceedings 2022

Our preliminary research indicates the gradual coalescence of several disparate pressure groups into an epistemic community on the issue of curbing marketing practices in the quest for global obesity control. The epistemic community has converged on the WHO as the most receptive political venue and is engaged in information politics, symbolic politics, leverage politics, and accountability politics in its attempt to guide the WHO toward the path of a global regulatory regime on the marketing of fast food.

The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman

AMTP Proceedings 2022

Over the course of the last few years, there has been an increase in the number of brands that are using their platforms to raise awareness for and support social justice causes/initiatives, such as gender equality in sports, Black Lives Matter, and #MeToo. Cause-related marketing (CRM), the broader terminology under which this practice falls under, has been the primary subject of prior research projects. Westberg (2004) suggests that consumers respond more favorably to CRM initiatives compared to sponsorship and sales promotion, and that there is some support that CRM initiatives help in increasing consumer attitudes of a brand. Other prior …

Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, Tyler Trobert

AMTP Proceedings 2022

The rapid boom of social media in the 21^st century has positioned it as a key instrument in the realm of marketing. Social media has also given rise to a new kind of endorser: the influencer. The present study tested the effects of expert influencers vs traditional celebrities on brand attitude and purchase intentions of makeup products, within a cohort of millennials. Results showed respondents tended to favor the expert influencer in terms of perceived expertise, brand attitude and purchase intention. This has important implications for marketers when it comes to deciding upon an endorser for their brand, with …

Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton

AMTP Proceedings 2022

Online dating is one of the fastest-growing industries in the United States. Due to its increasing popularity, various dimensions of online dating have been studied in recent years. However, no research has explored how the type of digital platforms used impacts online dating. In this research, we investigate how the use of different platforms (computers vs. smartphones) can influence customers’ decision-making process in the context of online dating. Through multiple studies, we demonstrate that while using their computers (vs. smartphones) to evaluate dating profiles, customers will prioritize the inner attributes of the person (e.g., personality and compatibility). Moreover, the effect …

Bitcoin: Bringing New Meaning To Purchasing Power & Bridging The Wealth Gap, Fabienne Cadet

AMTP Proceedings 2022

Bitcoin has emerged as a hot topic in our marketplace. Launched in 2009, Bitcoin is considered the first cryptocurrency, which is a virtual currency, devoid of any physical form. This paper takes a strategic approach to investigating Bitcoin usage. Additionally, the paper provides insight on the societal impact of Bitcoin. As its demand increases, it appears that Bitcoin is here to stay, therefore gaining a better understanding of this new form of currency and its impact on the market is crucial. The paper begins with background information on Bitcoin, followed by an overview of current Bitcoin users, which provides insight …

The Patient-Centric Blockchain, Sunil Erevelles, Maanasi Bulusu, Timea Honeycutt, Stephanie Seligman, Padma Bulusu

AMTP Proceedings 2022

A revolution is brewing in the healthcare marketplace. In the early nineties, the World Wide Web initiated a new era for the use of the Internet in the consumption of healthcare services. This eventually led to the Big Data movement (Erevelles et al. 2016), which initiated a non-linear transformation in healthcare analytics and developed into a dominant paradigm in the healthcare marketplace. However, the World Wide Web architecture was never designed to support a marketplace in healthcare or, for that matter, a marketplace of any other kind. It was primarily designed for the sharing of information and was even referred …

The Perceptions And Experiences Of Human Resources Recruiters Regarding Linkedin As An Online Personal Branding Representation Of Recent Business Graduates, Carlos Valdez, Carole Ann Creque, David Penn, James Gallo

AMTP Proceedings 2022

This study aimed to explore the perceptions and experiences of Human Resource Recruiters regarding LinkedIn as an online personal branding representation of recent business program graduates by using a phenomenological approach. The population of interest comprises Human Resource Recruiters that use LinkedIn and hire recent business graduates.The recordings and or transcripts of the interviews were utilized to conduct an interpretative phenomenological analysis to identify broader themes across the data set. The identified themes follow the same order as the questions conducted during the sessions. The five themes that emerged are (1) Social platforms utilized by HR recruiters, (2) HR recruiters' …

Building A Personal Brand Using Impression Management In Social Networks, Carlos Valdez, Jorge Villegas

AMTP Proceedings 2022

As digital social networks become an integral part of career placement, advancement, and professional networks, young professionals are required to find ways to compete for the attention of potential and current employers. One of the theories that have been used across diverse areas from marketing scholars (Zamudio et al., 2013, Close et al., 2011; Noble et al., 2010) to fashion models (Parmentier et al., 2013) to understand self-promotion for professionals is personal branding. Recent articles like Swaminathan et al. (2020) have expressed the need to understand better how consumers are branding themselves in the hyperconnected world and what psychological consequences …

Spending All Your Money On Me: Influencer Marketing’S Impact On Engagement, Rebecca A. Vanmeter, Michael C. Peasley, Parker J. Woodroof

AMTP Proceedings 2022

Influencer marketing has been around for a few years and is rapidly approaching a $15 billion industry by 2022. In its nascency, the research is limited which investigates factors that substantiate the growth and popularity of advertising tools. In this study, we propose and explicate how two different types of influencers, namely mega- and macro-influencers, impact their audience's engagement with sponsored posts. Utilizing secondary data from more than 650 Instagram posts, our results suggest mega-influencers are able to mitigate the negative effect of utilizing various post attributes, including meta-tags and product prominence.

Human Chefs Cook More Calories: The Impact Of Human (Vs. Robotic) Food Producer On Calorie Estimation, Wenyan Yin, Yanliu Huang, Cait Lamberton

AMTP Proceedings 2022

This research explores how the production mode (human-made vs. robot-made) has an impact on calorie estimation for vice and virtue food. Across 3 studies, we find that healthy food is inferred to have more calories when it is produced by a robot than by a human whereas the effect is reversed for unhealthy food. Unhealthy food produced by a human is estimated to have more calories than the counterpart.

Flipping The Online Classroom – Comparing The Effectiveness Of Two Teaching Modalities For Online Experiential Learning Activities, William J. Zahn Ph.D.

AMTP Proceedings 2022

Marketing educators recognize the importance of imparting theoretical marketing knowledge while also helping students acquire marketable skills through experiential learning. Experiential learning is active, reflective learning that encourages linking abstract lessons with concrete activities. Experiential education is learning by doing (Cowley, 2020; Frontczak, 1998),

Courses have shifted away from in-person lectures and moved online due to the Covid-19 epidemic (Thomason 2020). This shift has left an open question of the best way to include experiential learning in an online learning environment. In short, how can students best prepare for and learn from experiential learning without having face-to-face meetings with their …

Slogans As Persuasive Accelerants Of Electronic Word-Of-Mouth Communication: A Preliminary Conceptual Model, Theo Lynn, Pierangelo Rosati, Charles M. Wood

AMTP Proceedings 2022

Brands have been conceptualized as being made up of three different components: name, logo and slogan (Keller 1993, Dass, Kumar, Kohli, & Thomas, 2014). Slogans are short, memorable phrases that are often used to sign off on advertisements. They characterize a large proportion of brand advertising and are designed to attract consumer attention, crystallize brand positioning, increase advertising memorability, and improve brand affinity (Keller, 1993). Slogans have been part of our world for millennia, and a staple in the advertising world since its inception. Less complex messages – i.e., slogans – have been associated with improved advertising effectiveness (Lowrey 1998). …

How Cultural Factors Affect Chinese Americans’ Attitudes Towards Seeking Mental Health Services, Arlene Q. Chen, Xinji Xiao, Yueting Wu, Xuan Zhang, Sindy Chapa

AMTP Proceedings 2022

Chinese Americans are the largest ethnic group among Asian Americans. However, the treatment rate for mental illness among Chinese Americans is much lower compared to other ethnic groups. Studies have been conducted on cultural barriers that prevent Asian Americans from seeking mental health treatment, but there is a lack of research on specific ethnic groups, such as Chinese Americans or Korean Americans because they are frequently grouped into homogenous clusters. This study will identify the cultural factors that influence Chinese Americans’ attitudes towards seeking mental health treatment and analyze how these factors affect their behaviors in seeking mental health treatment.

An Exploration Of How Having A Materialistic Value Is Related To An Environmentally Sensitive Personality., Sooyeon Choi

AMTP Proceedings 2022

This study aims to examine how having materialistic value is related to an environmentally sensitive personality. The proposed model has been empirically tested using the survey data collected from 150 consumers in the United States. The results showed that different aspects of materialism have a different effect on pro-environmental belief and attitude, indicating the potentially complex implications of materialism on sustainable practices.

Investigating Consumer Choice Criteria For Free Services, Samer Elhajjar, Shaheen Borna, Russ Wahlers

AMTP Proceedings 2022

Behavioral sciences recognize the following steps in the consumer purchase decision process: recognition of a problem or a need, search for information, alternative evaluation, purchase decision, and post-purchase evaluation. There is a plethora of research related to the aforementioned consumer decision-making process. The unanswered question in the marketing literature is: what changes, if any, in the consumer's decision process will be observed if they can obtain the product free of charge. Results of our study indicate that when consumers are spending their money on themselves, they are very careful and want to get the most for their money. On the …

You Don't Belong: Exploring Luxury Branding Strategy, Lauren E. Beverly, Jamye Foster

AMTP Proceedings 2022

Luxury branding strategies create impressions of exclusivity which is transmitted into the brand’s products and retail spaces. Exclusivity is a necessary component to create consumer desire despite limitations of accessibility, time, effort, and pricing. A new population of aspirational shoppers, known as Chandlers, highly value exclusive brands as they increase perceptions of social status. This study will examine the impact of loud vs. discrete luxury branding on perceptions of brand status and browsing intentions, and the moderating impact of the Chandler effect.

Nostalgia As A Tactic For Marketers: The Use Of Retro Marketing To Entice Consumer Purchase, Cortnee Y. Bunch

AMTP Proceedings 2022

In marketing, nostalgia involves linking a product, service, or brand to the past to create an emotional connection. While it has existed in marketing positioning for some time, it has become a strategy that marketers can take advantage of through retro marketing. Retro marketing involves relaunching a product or service brand from an earlier period, by using familiar packaging or product designs, to evoke a nostalgic connection among consumers (Brown et al., 2003). Through the effective use of brand attitude, product experience, and brand preference, companies small and large can use retro marketing to create a competitive advantage and entice …

Trends In Global Bridal Industry: Emergence Of Online Bridal Stores And Survival Of Brick-And-Mortar Stores, Libby Jones, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2022

The growing global bridal industry and the different trends, traditions, and aspects of specific countries’ bridal industries are explored in this paper. It outlines western and eastern practices and how globalization contributes to their spread. A deeper focus is dedicated to the United States’ bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry’s emerging challenges. Each proposition is evaluated according to each retail format’s reaction.

Trust issues in the retail environment, convenience, …

Defining Health Care Marketing, Gary Futrell

AMTP Proceedings 2022

A review of the leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm of health …

Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, Maya Dubois

AMTP Proceedings 2022

In this study, researchers will test to see the effects rainbow-washing has on consumers’ intent to purchase. Rainbow-washing is a new marketing technique in which companies implement different initiatives to appeal to the LGBTQ+ community while not genuinely investing in the community itself. To test if rainbow-washing is correlated to a consumer’s desire to purchase, a survey was distributed using nonprobability sampling to 38 participants. Of the sample, less than half identified as members of the target community (LGBTQ+). As a result, it was concluded there is no significance between consumer attitudes towards rainbow-washing and their intention to purchase. However, …

Exploring The Effects Of Linguistic Elements Of Social Media Corporate Apologies On Consumer Responses, Laurel Johnston

AMTP Proceedings 2022

In the current landscape of social media, consumers bring product and service failure complaints directly to brands daily. Whether such complaints are routine or hold potential for great consequence, social media’s viral nature means any brand-to-consumer interaction could become a public crisis if handled incorrectly. Corporate apologies are an effective strategy to mitigate negative audience sentiment and reduce online interactions that damage brand reputation. This study will manipulate previously identified but largely untested linguistic components of corporate apologies on Twitter, including personal greetings and closures and directives, to test their effects on consumers’ perceived apology sincerity, forgiveness, purchase intentions, and …

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 …

Consumer Measures Of Local Food System Performance And Shopping Behavior Across Covid, Azita Varziri

Theses and Dissertations--Agricultural Economics

This dissertation consists of three essays: In the first essay, we utilize a Principal Component Analysis (PCA) to measure the residents’ perceptions of the local food system performance. Local food system (LFS) components are classified into related measures that may help explain the overall performance scores provided. LFS performance measures are explored across 15 different communities in the U.S. South. The second essay explores the awareness and performance differences toward farmers markets, including the markets themselves and the corresponding local food product quality, product diversity, and markets infrastructure across different age-range groups and community sizes in Southern states. Finally, in …

Grassroots Organizations Using Social Media As A Lobbying Technique, Samantha Vo

CGU Theses & Dissertations

Grassroots organizations provide a way for communities to interact and form around topics through grassroots lobbying and direct lobbying. As the 21st Century is referred to as the Digital Age, many grassroots organizations have found it necessary to expand on their lobbying techniques. Rather than utilizing methods like traditional media, email, phone calls, or text messages, methods involving social media are becoming more prominent as society continues to advance. Social media is a distinctive part of the Digital Age, and as the usage of social media increases in popularity, it can be used to reach a large population of people. …

Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy, Irem Yoruk

Wayne State University Dissertations

Identity is an important predictor in consumer behavior; but marketing managers’ understanding of global identity is limited. This dissertation develops a more comprehensive conceptualization of the construct of global identity than those currently proposed in the literature. Anchored in identity and social identity theories, this work develops a multidimensional scale for measuring global identity, and validates this scale across two cultural environments, Turkey and the United States. This new scale is composed of four dimensions that explain the domain of global identity, three of which are comprised of two sub-dimensions. This work shows that these converge into a third-order global …