Marketing Commons^™

Consumer Tradeoffs In Material And Experiential Purchases, Ganga Urumutta Hewage

Electronic Theses and Dissertations

Material and experiential purchases have gained much attention in psychology and consumer behavior alike (Carter and Gilovich 2010; Nicolao, Irwin, and Goodman 2009; Rosenzweig and Gilovich 2012; Tully, Hershfield, and Meyvis 2015). In three essays, I examine the theoretical and practical implications of consumer tradeoffs in this domain. In the first essay, I explore how regulatory focus influences the tradeoffs between material and experiential purchases. Results of five laboratory studies and two field studies (using Instagram and Google Trends data) suggest that, as the regulatory focus shifts from prevention to promotion, there is a higher likelihood of choosing experiential purchases …

Time For A Marketing Curriculum Overhaul: Developing A Digital-First Approach, Andrew Rohm, Julian Saint Clair

Marketing & Business Law Faculty Works

Academic programs and educators face numerous challenges related to teaching digital marketing. Today, the world of marketing is digital and marketing programs have struggled to maintain pace with the changes influencing marketing practice. The authors describe the M-School program at Loyola Marymount University, a program developed to address this challenge by placing digital marketing at the center of the curriculum. Through experiential learning and project-based learning, M-School courses expose students to real-life challenges involving ways in which companies and organizations generate consumer awareness, demand, and value given the significant digital shifts taking place in technology and consumer behavior. The authors …

Subsistence Marketplaces: Challenges And Opportunities, Madhu Viswanathan

Marketing & Business Law Faculty Works

This introductory article is a biennial exercise to reflect on the stream of subsistence marketplaces as a prelude to the special section on this topic following the Sixth Subsistence Marketplaces Conference in 2016. The call for papers was not restricted to conference presentations. At the end of the review process, the special section contained four articles spanning a diverse set of topics. The authors provide an overview of the subsistence marketplaces stream and a background of the conference series. This is followed by a brief introduction to the special issue. They then discuss the what, how, and why for past …

Implementation Of Social Innovations In Subsistence Marketplaces: A Facilitated Institutional Change Process Model, Madhu Viswanathan

Marketing & Business Law Faculty Works

Implementation of social innovations in subsistence marketplaces often fails as a result of not bringing about institutional change. In this article, we study the process through which social enterprises facilitate local communities in effecting the process of institutional change as they introduce social innovations. Analyzing rich ethnographic data from 19 social enterprises, we develop the process of “facilitated institutional work” for implementing social innovation. We present a process model for implementing social innovation with four distinct stages involving social enterprises—(1) legitimating themselves within local communities, (2) disrupting aspects of the local institutional environment, (3) helping re-envision institutional norms or practices, …

Sherwin-Williams Research Report, Chase Edwards, Krista Mathis, Savannah Frase, Madeline Connolly, Charles Howe

Williams Honors College, Honors Research Projects

The overall purpose of this research is to gather information from a variety of different sources regarding recruitment and retention strategies. After gathering this information, the findings will be applied to The Sherwin-Williams Company in order to provide them with strategies on how to increase both retention and recruitment efforts in their organization. While there is no universal secret to better recruitment, the findings may transfer to a variety of different solutions.

The study was designed to cover a variety of different generations that companies can pull from. Primarily, baby boomer, generation X, and generation Y were taken into account. …

Strategic Recommendations For Sherwin Williams, Alysha Blanchard, Cara Crookston, Jacob Kaut, Lucas Colantoni, Lillyanne Sweitzer

Williams Honors College, Honors Research Projects

Our project objective was to provide Sherwin Williams with a comprehensive and well researched recommendation to aid recruitment efforts for their Management Trainee Program, as well as increase employee retention. Our team’s primary research was centered around benchmarking Sherwin Williams’ business related practices with those of similar retail companies and employees. Specifically, the research was focused on company culture, training and support, employee referrals, and treatment of part-time employees of the different organizations. To complete the benchmarking effectively, our team created two variations of a survey design to capture the necessary feedback and data. After analyzing our primary research and …

The Effect Of Behavioral Traits And Background On Engineering Students’ Decision-Making Process Compared To Business Students, Joe Scott

Williams Honors College, Honors Research Projects

This paper looks to narrow down the reasons that students undertake new credentials, specifically in sales fields. With a focus on character traits and upbringing, the goal is to ensure that there is a better understanding of the reasons that people undertake these credentials. The different benefits of credentials will be analyzed to determine the most influential reason that people would be willing to move forward. The combination of these factors will be used to provide recommendations of the best way to reach and influence the decision of the engineering students.

Consumer Perceptions Of Brand Mention In Magazines By Level Of Involvement, Charles J. Quigley, Sharmin Attaran, Elaine M. Notarantonio

Marketing Department Faculty Journal Articles

Consumer perceptions of different methods of information delivery in magazines were studied. Three information delivery methods (advertisements, advertorials, editorials) and two types of consumer products (high involvement, low involvement) were used to evaluate reader perceptions of selling intent, source credibility, and purchase intention. Significant differences between high and low involvement products and between editorials, advertorials, and advertisements in perceived selling intent, perceived credibility, and purchase intention were found. Gender and prior knowledge of the product were also significant. Implications for marketers and policy-makers are also discussed

How Does The Thai Stock Market Respond To Monetary And Fiscal Policy Shocks?, Suthawan Prukumpai, Yuthana Sethapramote

DLSU Business & Economics Review

This study examines the impacts of monetary and fiscal policy on the Thai stock market using the structural vector autoregressive (SVAR) model. In addition to the data on the market aggregate level, we also consider the response of stock prices at the sectoral level. The empirical results show that the Thai stock market significantly responds to both monetary policy and fiscal policy. However, monetary policy has stronger effects on both real output and stock prices than those of fiscal policy. Fiscal policy shocks affect the stock market only for the next two to three quarters. In addition, sector indices wereused …

Legal Setbacks, Disbursement Sudden Stops, And Fiscal Stimulus: An Empirical Characterization Of A Recent Philippine Fiscal Experience, Lawrence B. Dacuycuy, Mariel Monica R. Sauler

DLSU Business & Economics Review

Recognizing the importance of expanding fiscal spending programs and improving disbursement rates, the Aquino administration implemented the Disbursement Acceleration Program (DAP) in 2011. Acting as a fiscal stimulus but packing a fiscal surprise, the program has reportedly succeeded in improving fiscal expenditure performance until the Supreme Court stopped it based on constitutional grounds. While there were official claims that it was effective in spurring growth, no study has been offered to investigate plausible mechanisms leading to expansions in output. This study proposes the use ofa dynamic stochastic general equilibrium (DSGE)model to stochastically simulate and compute simple fiscal multipliers to understand …

Time-Varying Weather Effects On Thai Government Bond Returns, Anya Khanthavit

DLSU Business & Economics Review

This study proposed a state-space model that allows time-varying weather effects on asset returns. It resolves the model misspecification of the unrealistic, fixed effect assumption commonly made by previous weather studies. The model was applied to examine the weather effects on Thai government bond returns from July 2, 2001, to December 30, 2015. Kalman filtering was used in the estimation. The study found that the weather effects were time-varying. They were wandering in the early sample period but disappearing in the later period. The effects were not co-integrated with the market’s inefficiency levels.

Vinyl Advertisement In The Uni Bookstore Windows, Emma Wilker

Honors Program Theses

At my initial meeting with my client representative we discussed his interest in a perforated vinyl advertisement. We met at the UNI Bookstore so I could see these windows in person. The UNI Bookstore windows are divided into sections by thick bars. There are equalsized divisions vertically while horizontally they are divided into three sections: a large middle section and smaller top and bottom sections. He envisioned perforated vinyl on the middle sections of the windows, possibly all of the north facing windows and half of the east facing ones.

Global Mindset Strategies For Increasing Hotels' Performance, Robert A. Donato

Walden Dissertations and Doctoral Studies

Between 2010 and 2014 there was a 25% increase in international visitors to the United States, which signifies an opportunity for leaders and managers with a global mindset to take advantage of the opportunities derived from globalization to increase competitive advantage. However, some organizations have not prepared executives and managers to operate in a global environment, which can lead to business failure. The purpose of this multicase study was to gain an understanding of what global mindset strategies hotel executives developed to increase competitive advantage. The target population consisted of the general managers, directors of sales, and directors of catering …

Earnings Response Coefficient As A Determinant Of Dividend Policy: Testing Free Cash Flow Theory On Non-Financial Dividend Paying Firms In The Pakistan Stock Exchange, Hamid Ullah, Anjum Ihsan

Business Review

This study tests Jensen’s free cash flow theory which states that managers overinvest retained earnings in negative NPV projects. A data set of 238 firms listed on the Pakistan Stock Exchange for the period 1999 to 2016 is used. The results of the panel regression model show a significant positive association of the earnings response coefficient and dividend payout ratio, which supports the free cash flow theory in listed Pakistani firms. Moreover, the imposition of the capital gains tax and the financial crisis has further strengthened the positive relationship between ERC and dividend payout ratio.

Innovation Vs Privacy, Jessica Gallucci

Honors College Theses

No abstract provided.

Funding A Feature: Creating A Film Business Plan, Jordan C. Hunt

Senior Honors Theses

Every film, from the smallest indie to the biggest studio blockbuster, must be funded, and all investors who finance a movie expect that the movie will give them a return on their investment. In order to seek funding, many filmmakers create a business plan to present to potential investors. Beginning with the film industry as a whole, this paper will define a specific target audience and distribution plan for one film in order to create a business plan. The film, titled Intertwined, is an independent low budget family drama that will primarily raise funds through equity investors. This is …

Shame And Guilt: The Good, The Bad, And The Ugly, Raika Sadeghein

Graduate Theses, Dissertations, and Problem Reports (ETD)

In the past few decades, we have witnessed a growing body of literature on emotions in the consumer behavior domain. Emotions are defined as “mental states of readiness that arise from appraisals of events or one’s own thoughts” (Bagozzi, Gopinath, & Nyer, 1999, p. 184). Marketers have examined the role of emotions as stimuli, mediators, moderators, and responses to the environment. The broad topic of emotions includes subtopics such as impact of emotions on consumption, attitudes, and behavioral intentions, emotional responses to market stimuli, and the impact of emotions on cognition. However, although the study of emotions is pivotal to …

Evaluation Of A Marketing Strategy Based On The Concept Of Virtual Energy Audit, Goutham Kumar Reddy Challa

Graduate Theses, Dissertations, and Problem Reports (ETD)

With the growing world population and efforts to bring better energy access to the people, energy needs of the world are expected to grow in the coming years. Given the limited availability of non-renewable resources, there has been a mounting consensus among the users and the stakeholders to utilize the available energy in the most efficient way by implementing various methods like use of advanced technologies, source reduction, behavioral changes, etc. Energy efficiency in general is considered as a win-win scenario for all the users and/or stakeholders involved as it not only lowers the base load for power generating companies, …

Twenty Questions About Design Behavior For Sustainability, Michal Strahilevitz, Additional Author(S)

School of Economics and Business Administration Faculty Works

No abstract provided.

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Are Filipino Smokers More Sensitive To Cigarette Prices Due To The Sin Tax Reform Law?: A Difference-In-Difference Analysis, Myrna S. Austria, Jesson A. Pagaduan

DLSU Business & Economics Review

Employing a two-part estimation model using the Family Income Expenditure Survey before (2009) and after (2015) the tax reform, our study assessed the impact of the Philippine Sin Tax Reform Act (2012) on cigarette consumption and the responsiveness of cigarette consumption to price changes. The results are consistent with existing studies that cigarette consumption is price inelastic. The demand, however, has become less inelastic in the Philippines over the period 2009 to 2015, indicating a more responsive cigarette demand to price increases. Of the total effect of cigarette price increase on demand, the decrease in consumption by smokers (smoking intensity) …

The Role Of Fiscal Policy In A Natural Disaster-Prone Economy, Dickson Lim

DLSU Business & Economics Review

Theoretical work done on the macroeconomic impact of natural disasters has neglected the role of fiscal policy in stabilizing other sectors of the economy. Although inclusion of a public sector with a fiscal authority in macroeconomic models is common in the literature, most of these models assume that government expenditures are unproductive in that they do not accrue to anyone but the government. In reality, for a model that incorporates natural disaster and foreign aid, having a productive fiscal authority that produces public goods and services, as well as infrastructure, is necessary to capture the real effects of foreign aid …

Deep Habits And Taxes: A Simulation Study, Lawrence B. Dacuycuy

DLSU Business & Economics Review

Using a calibrated dynamic model that embeds endogenous fiscal policy tools, this note provides simulation evidence on the effectiveness of tax and fiscal spending policies in determining key macroeconomic outcomes. The model was chosen because newly imposed taxes in the Philippines have affected the prices of consumption varieties and plausibly because of deep habits, the pricing policies of firms have become dynamic. Building upon the seminal model of Ravn, Schmitt-Grohe, and Uribe (2006), this note shows that preference structures do have a key role to play in determining the response of private consumption to endogenous fiscal policy. Results show that …

Can Government Bond Replace Rational Bubbles? The Empirical Investigation On Singapore And Thailand, Athakrit Thepmongkol, Pichet Kaytanyaluk

DLSU Business & Economics Review

This paper aims to test the theoretical policy implication on rational bubbles. Many works, including Caballero and Krishnamurthy (2006), Kocherlakota (2009), and Martin and Ventura (2011), suggested that government bonds can rule out rational bubbles. We constructed our own bubble index using the Fourier transformation technique and, as a result, found the empirical support of the theory in the case of Singapore, but not in the case of Thailand. For the case of Singapore, the credibility in an ability to collect tax and the appropriate yield of government bonds are keys to the effectiveness of such the anti-bubble policy. Moreover, …

How Does Value Relevance Of Accounting Information React To Financial Crisis?, Karl Louis Eugenio, Rhobe Mitch Ailarie Parel, Katrina Marie Reyes, Keith Brian Yu, Cynthia Cudia

DLSU Business & Economics Review

The relevance of financial reports rests on the value relevance of accounting information. Since accounting information is value relevant only when used by investors to reflect stock valuations, it takes trust from the users of financial information over the financial statements. The heightened volatility of markets during periods of financial distress or crisis raises the imperative to determine the value of financial information during these periods. The great recession of 2008 also victimized East Asia, and firm strategies were influenced by resulting economic shocks. In this study, we aim to determine how value relevance of accounting information differ before, during, …

Impact Of Cash Holding On Foreign Institutional Holding In Large Manufacturing Companies In India: An Empirical Study, Souvik Banerjee

DLSU Business & Economics Review

Foreign institutions are playing a major role in a number of emerging market economies these days. In India, their investment acts as one of the cornerstones of market movement. In this research paper, it is explored whether cash holding levels have a bearing on the foreign institutional holding in large manufacturing companies in India. Various factors like size, profitability, growth opportunity, lifecycle, prior dividend payout, leverage,and so forth are controlled. Data is analyzed for a period of 16 years starting from the financial year 2000–01. The analysis is done in the form of panel data. The findings of the empirical …

Anticipating Aging And Prospecting Pension For Retirement Well-Being, Roberto E. Javier Jr., Mitzie Irene Conchada, Melvin Jabar

DLSU Business & Economics Review

Filipino young and middle-aged adults anticipate old age positively as it is a mark of achievement in human life but negatively apprehend living through their old age, given the high incidence of poverty among the elderly in the Philippines. The issues surrounding the insurance system, income security, and social pension in old age were all related to unfavorable views about living through the aging years. In-depth group interviews (IGIs) conducted across cities and municipalities in the countryside generated conceptions about aging and concerns about becoming old in a society with no strong social protection for its graying population. A qualitative …

Assessing The Poverty And Distributional Impact Of Alternative Rice Policies In The Philippines, Caesar B. Cororaton, Krista Danielle S. Yu

DLSU Business & Economics Review

Philippine domestic prices of rice are significantly higher than world prices for similar rice quality. The WTO- approved Philippine rice waiver, which allows the government to continue its quantitative restrictions on rice imports, sustains

the price gap in rice and prolongs the heavy burden on poor consumers who spend a significant amount of their income on rice. The results of rice policy simulations using a CGE model with poverty microsimulation indicate that a tariffication of the quantitative restrictions on rice imports, which maintains the level of protection to the local paddy farmers and the utilization of the generated revenue as …

Bridging The Gap Between Public Opinion Research And Consumer Marketing Research: Insights Into U.S. Shoppers Of Organic Foods, Marilena O. Vilceanu, Olivia Grasso, Kristine Johnson

AMTP Proceedings 2019

The primary goal of this study embraces Hughner and team’s (2007) directive to focus new research on the growing segment of occasional consumers of organic and natural foods, rather than limit the search for consumer insights to the small, elitist groups of deeply committed consumers. Research questions address the demographics, attitudinal, and behavioral characteristics that identify organic foods as a premium product. Primary recommendations for marketing practitioners include focusing on higher income consumers, especially married individuals, who live in highly populated areas; creating a pleasant shopping experience; promoting non-food related organic items, and investing in brand presence and salience.

“Not So Fast! Let’S Find Your Optimal Delivery Time!”: The Impact Of Delivery Time On Retailer Profit In A Heterogeneous Market, Saman Modiri, Scott Fay

AMTP Proceedings 2019

In order to make online shopping more attractive to consumers, many retailers have endeavored to reduce the time between when an order is placed and when it is received. The cost of delivery and logistical challenges are obvious impediments to faster delivery. In this paper, we examine how other factors, including the presence of physical channels and consumer heterogeneity (in shopping preferences and product valuations), impact the optimal delivery time. To isolate the effects of these alternative factors, we ask whether faster delivery is always profitable even if it is costless to the firm and if there is no logistical …