Marketing Commons^™

Maladaptive Influences Of Direct-To-Consumer Pharmaceutical Advertising On Preventive Health Care Engagement: The Moderating Role Of Age, Loneliness, And Health Anxiety, Sanjay Puligadda, Terry Damron

Atlantic Marketing Association Proceedings

No abstract provided.

Crime, Consumers, And Clustering: A Geomarketing Analysis Of Retail Behavior Across Urban Markets, Mark J. Sciuchetti Dr., Jianping Huang

Atlantic Marketing Association Proceedings

No abstract provided.

Geofencing In Action, Courtney E. Craven

Atlantic Marketing Association Proceedings

No abstract provided.

From Mercedes Benz Stadium To The Staples Center: A Cross-League Analysis Of Stadium Naming Rights Brand Affinity In Professional Sports, Darin White

Atlantic Marketing Association Proceedings

No abstract provided.

Tuning Up The Brand: Thematic Music And Consumer Perceptions In Online Retail, Victoria Passyn, Lisa Montgomery

Atlantic Marketing Association Proceedings

No abstract provided.

Acquiring Marketing Skills Through Experience Learning, Rui Aray Chen, Ceyhan Ck Kilic, Tara Whitson, Chris Y. Shao

Atlantic Marketing Association Proceedings

No abstract provided.

Sustainable Or Stylish? Exploring The Ev Adoption Gap In Marginalized Markets, George W. Stone, Kirsten Passyn, Joe Huscroft

Atlantic Marketing Association Proceedings

No abstract provided.

Blue Mind: Can Experiences Near The Ocean Inspire Transcendent Emotions That Lead To Consumer Creativity?, Christy Ashley, Jason D. Oliver

Atlantic Marketing Association Proceedings

No abstract provided.

Consumer Entitlement And Consumer Expectations, Tommy Hsu, Chris Y. Shao

Atlantic Marketing Association Proceedings

No abstract provided.

Emotion Is Dead, But Can Persuasion Survive? The Effect Of Ai-Generated Reviews In Digital Marketing On Consumer Trust, Jianping Huang, Mark J. Sciuchetti Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

The Role Of Disclosure And Message Characteristics In Sponsored News Recognition, Attitude, And Click Intention: Research Questions And Methodological Approach, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

How Website Trust Develops Across Websites Of Different Quality And How Product Involvement Affects That Development: A Visual Processing Perspective, James Coyle, Lee Hillman, Linh Nguyen

Atlantic Marketing Association Proceedings

No abstract provided.

Translation Quality As A Cue: Effects On Fair Price Perceptions And The Moderating Role Of Consumer Traits, Chiara Marinelli, Marco Balzano, Guido Bortoluzzi

Atlantic Marketing Association Proceedings

No abstract provided.

Bringing Career Conversations Into The (Virtual) Classroom: Making 1:1 Office Hours Mandatory In An Online Marketing Capstone, Dayna Reed

Atlantic Marketing Association Proceedings

No abstract provided.

Entrepreneurial Orientation And Performance Of Microfinance Cooperatives: Evidence From Tanzania, Grace Thomas Mori, Omari Khalifa Mbura

Business Management Review

Microfinance cooperatives (MFCs) play a key role in socio-economic development, predominantly in developing countries. However, studies focusing on the relationship between entrepreneurial orientation (EO) and the performance of MFCs are limited, particularly in Tanzania. This study was informed by the resource-based view to examine the influence of EO dimensions on the performance of MFCs in Tanzania. Specifically, the study focused on four dimensions of EO namely; innovativeness, proactiveness, risk taking, and competitive aggressiveness behaviours. Data were obtained from 299 stratified sampled managers of MFCs through the administration of a structured questionnaire. In testing this relationship, Partial Least Squares Structural Equation …

From Local Innovation To Global Impact: The Ncino Story, Fredrika J. Spencer

Atlantic Marketing Association Proceedings

No abstract provided.

Digital Platform Participation, Service Innovation, And Retailer Growth Performance, Xueqiang Chen

Dissertations and Theses Collection (Open Access)

The rapid expansion of the digital economy has fundamentally transformed how firms create and deliver value. As a core infrastructure of the digital economy, digital platforms are reshaping firms’ business activities and market interactions. For brand firms that rely heavily on channel systems, retailers play a dual role as both product distributors and critical interfaces with end customers. However, the rise of digital platforms has significantly altered the operating environment of retailers. While digital platforms provide new channels, they also require retailers to adapt by reconfiguring their business models and service offerings. Although digital platform participation has become increasingly common, …

The Impact Of Private Label Product Choice On Consumers' Hedonic Consumption Behavior, Xiaosong Wang

Dissertations and Theses Collection (Open Access)

The competitive landscape of the current retail market is changing rapidly, and private label products, as a unique product force, are playing a role in the fierce market competition. While extensive research has been conducted on why consumers purchase private label products, the behavioral outcomes of consumers’ private label choices have not been fully explored. Based on the business reality of private brand retailing in China, this study constructs a research model concerning the impact of private brand product choice on hedonic consumption behavior. Grounded in self-awareness theory, the paper proposes four scientific research hypotheses. Through seven empirical studies, it …

Who Still Goes To The Mall? Genz Vs. Millennials, Layla Dickerson

Posters - 2026

• Shopping malls are declining in popularity, especially among younger consumers

• Online shopping and changing preferences are reshaping retail habits

• Malls were once key social and shopping spaces

• Generational differences influence how people use malls today

• This study compares Gen Z and Millennials’ mall visitation behavior to understand the decline

The Power Of A Label: Examining Name Brand Purchase Behavior, Kaley Garcia

Posters - 2026

• Consumers are constantly comparing name brands and generic products.

• Brand names are often associated with quality, trust, and status.

• However, not all products are viewed the same when it comes to brand importance.

• Some people care more about price and function, especially for everyday items.

• This study looks at whether brand name actually influences buying decisions.

• It also explores if brand matters more for certain types of products.

Understanding The Benefits Of The Choice Of Free Gifts In Consumer Sales Promotions, Atmadeep J. Mukherjee, Ronn J. Smith, Scot Burton

AMTP Proceedings 2026

Free gifts associated with a focal product have long been recognized as one effective form of sales promotion that is valued by consumers. However, in recent years, in contrast to offering a single fixed free gift to consumers, some marketers have begun to offer consumers the choice among several possible free gifts. In this research, consumer responses to the choice of a free gift are compared to the offer of a single fixed gift. We show how the choice offered to consumers attenuates greater risk associated with the promoted focal product and how the choice can reduce unfavorable effects of …

Human Advisors Or Ai Algorithms? How Loneliness And Age Impact Trust In Consumer Evaluations Of Services, Kevin Newman, Ainslie Schultz

AMTP Proceedings 2026

This research investigates how loneliness and age shape trust and consumer evaluations of services that provide personalized advice through human versus Artificial Intelligence (AI) recommenders. Across three experimental studies, our findings show that loneliness increased trust and consumer evaluations for services using human- (vs. AI-) based) recommenders among younger adults, but this pattern reversed among older, more lonely adults. Among these individuals, loneliness led to more positive consumer evaluations of a service using an AI-based (vs. human) recommender. Guided by the Evolutionary Theory of Loneliness (Cacioppo & Cacioppo, 2018), these findings suggest that younger lonely consumers exhibit approach motives …

Understanding The Controversy Of Tipping Fairness: Insights From Paradox, Sensemaking, And Equity Theories, Madilynn Moen, Ralf Mehnert-Meland, Wooyang Kim

AMTP Proceedings 2026

Tipping in the U.S. has become increasingly controversial as widening disparities and “tip creep” intensify inequities among tipped employees who receive a certain amount of minimum tips in the U.S. This contradictory situation, a social issue among various stakeholders—including employees, employers, consumers, and public policymakers in labor law—raises a critical question: “Who should hold primary accountability for ensuring wage fairness and guaranteeing a livable income for minimum-wage workers?” As ongoing preliminary research, this study aims to explore potential answers to this question by examining the evolution of tipping contexts and cultures associated with various stakeholders by incorporating three theoretical grounds—paradox …

Deploying Root-Cause Analysis (Rca) Agents: An Implementation Blueprint For Ai-Augmented Marketing Analytics, Seojoon Oh

AMTP Proceedings 2026

Artificial intelligence is widely adopted in marketing, yet many organizations struggle to translate analytical outputs into timely action. This paper presents a practitioner-oriented blueprint for deploying root-cause analysis (RCA) agents within AI-augmented marketing analytics systems. We propose a three-layer reference architecture—semantic data layer, autonomous RCA agent, and action layer—that enables continuous anomaly detection, causal diagnosis, explanation generation, and recommendation delivery. Through simulated e-commerce use cases, we demonstrate how RCA agents identify performance disruptions such as email engagement declines and checkout failures, and translate diagnostic findings into actionable guidance. Beyond system design, we outline organizational workflows, trust-building validation loops, scalability pathways …

The Dark Side Of Authenticity: Examining The Ethicality Of Influencer-Led Message Framing In Glp-1 Marketing, Antoinette Okono

AMTP Proceedings 2026

This conceptual paper examines ethical risk in influencer-led message framing within the expanding GLP-1 pharmaceutical marketplace. Although regulatory systems require risk disclosure, influencer communication frequently emphasizes convenience, access, and visible outcomes, potentially shaping interpretations of safety and appropriateness. Drawing on stakeholder theory and marketing ethics, the framework explains how influencer–brand partnership characteristics influence perceived health credibility, which in turn may contribute to consumer harm. Two boundary conditions are specified: consumer health vulnerability and platform governance. Higher vulnerability strengthens the credibility–harm relationship, whereas stronger governance mechanisms, including moderation and accountability systems, attenuate it. The model clarifies how authenticity and experiential narration …

Out Of Everything: Consumer Response To Extreme Scarcity, Melodie Philhours, Courtney Peters, John E. Mello

AMTP Proceedings 2026

Product shortages often evoke strong emotional reactions and subsequent behavioral responses that can amplify market disruptions. This research explores consumer behavior during two high-profile shortage events: the 2012 and 2020 U.S. ammunition shortage and the COVID-19 pandemic’s staple goods shortage. Using a comparative qualitative case study design, this research develops a psychologically grounded process model to explain how perceived scarcity can trigger emotional arousal, overreaction, and persistent marketplace behaviors. Drawing from reactance and self-determination theories, this research reveals how threats to autonomy, competence, and relatedness lead consumers to engage in coping tactics such as panic buying, hoarding, extended search, and …

Subsidiary Autonomy, Internal Embeddedness, And Innovation: The Role Of Government Intervention In Brazilian And Mexican Multilatinas, Ji Eun Park, Dominic Buccieri

AMTP Proceedings 2026

This study examines innovation-based foreign direct investment of multilatinas. More specifically, how multilatinas utilize subsidiaries located to drive innovation performance. Partial least squares structural equation modeling is used to analyze a sample of 92 multilatinas from Brazil and Mexico. This study advances the multilatinas literature by examining how Brazilian and Mexican firms that experience varying levels of government intervention in their home countries related to internationalization and innovation pursue innovation-driven internationalization into developed markets. Our study contributes to the discussion that multilatinas are a heterogenous group despite the common history of the Latin American region.

Our results indicate that delegating …

Ai-Eva: Evaluating The Value Of Overhauling Hotel Infrastructure For Artificial Intelligence Integration In Guest Experience, Pearllana Prioleau

AMTP Proceedings 2026

Luxury hotels are adopting artificial intelligence-enabled voice assistants (AI-EVA) to enhance guest experience and maintain competitive advantage. This study examines strategic implications of AI-EVA integration, focusing on consumer acceptance and organizational performance. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and Resource-Based View (RBV), the research uses a mixed-method approach: qualitative analysis of guest attitudes, quantitative testing of adoption drivers via structural equation modeling, and executive interviews on ROI and infrastructure challenges. Findings will inform strategies for balancing personalization with operational efficiency while addressing privacy concerns. The study contributes to theory by extending UTAUT and RBV …

When Brand Protection Leads To Brand Crisis: The Case Of Disposable Fashion, Priya Rangaswamy, Rohini Daraboina, Lizhihan Yu

AMTP Proceedings 2026

Firms in the fashion industry have a practice of disposing unsold inventory to protect their brand value. It has gained a lot of importance in the media due to increasing consumer awareness about sustainability and has led to consumer backlash. This research examines whether this practice negatively impacts firm value, contrary to the firm’s belief. Specifically, the authors examine the effects of news on inventory disposal on short-term cumulative abnormal returns using an event-study methodology. Results show that news of this practice has a negative relationship with firm value for both the focal firm engaged in the practice and rival …

Defining Cultural Credibility: Perceptions Of Authenticity, Representation, And Appropriation In Brand Campaigns, Santiago Reyes, Alessandra Noli, Ashley Johns, Hannah Trandle, Leticia Falcao

AMTP Proceedings 2026

As brands navigate increasingly diverse consumer markets, cultural authenticity has become essential for building trust and relevance. Yet marketing scholarship lacks a clear framework for understanding cultural credibility as distinct from traditional notions of source or brand credibility. This study addresses that gap by examining how consumers conceptualize and evaluate cultural credibility in brand campaigns and collaborations. Drawing on theories of authenticity, cultural identity, and persuasion, the research positions cultural credibility as a socially constructed judgment shaped by perceived authenticity, shared values, and relational alignment. Using semi‑structured interviews and focus groups with multicultural consumers, the study employs thematic analysis to …