Marketing Commons^™

Maximizers, Jeremy Morgan

Marketing Dissertations - Archive

In decision making situations, maximizers are known to prefer choosing between larger sets of product options compared to satisficers. However, even with more options, maximizers often make worse decisions. This counterintuitive phenomenon is known by researchers as the “Maximization Paradox.” This article explores how and when maximizers show more status quo bias. Additionally, I find that maximizers and satisficers respond to upward and downward counterfactual thinking different and maximizers are more likely to use processing fluency as evaluative information compared to satisficers.

When Your Experience Depends On Others: The Effect Of Group-Services On Customer Satisfaction, Ryan Rashad Abualsamh

Marketing Dissertations - Archive

Previous research on customer-to-customer interactions studied the interactions between customers who are present in the same service environment. The interactions in these studies are not planned; they occur by chance, or sometimes are even encouraged to occur, but never planned as part of the core-service. In this dissertation, we expand the body of literature in this domain to include planned customer-to-customer interactions in services that are called group-services. A group-service is designed to serve more than one customer participating in the same service, at the same time, and depending on customer interaction and collaboration with one another. This topic is …

2017-August-01-Austin Herink, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-August-Etsu Geosciences Faculty Presentation Selected By National Geograhic, Department Of Geosciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

The 77^th Society of Vertebrate Paleontology meeting held in Calgary, Canada (http://vertpaleo.org/Annual-Meeting/Annual-Meeting-home.aspx) selected ETSU Geosciences Professor Dr. Blaine Schuberts (Director - Center of Excellence in Paleontology) presentation for special press coverage by the society. National Geographic Society funds the research.  Here is a link to the press release.

https://phys.org/news/2017-08-ice-age-era-bones-recovered.html

http://news.nationalgeographic.com/2017/08/ice-age-fossils-underwater-cave-bears-humans-science/

Essays On Donation And Helping Behavior, Yashar Dehdashti

Marketing Dissertations - Archive

In 2015, individual donations were at a $264.58 billion high, accounting for about 72% of overall donations. The proportion of individual donations coming from crowdfunding has had a steep, increasing pattern. In 2015, for instance, $34 billion of the individual donation came from crowdfunding sources, which has nearly doubled since 2014. This share was at about $5 billion in 2013 (Forbes 2015; www.GivingUSA.org 2017). The increasing use of the Internet and the growth in crowdfunding vehicles give rise to more increasing estimates of this share for the years to come. While it seems intuitive that sharing online crowdfunding campaigns on …

A Social Marketing Plan For The Children's Safety Center, Morganne Kaylyn Rhodes

Graduate Theses and Dissertations

The Children’s Safety Center (CSC) is a nonprofit organization in Springdale, Arkansas, that advocates for child abuse victims in Northwest Arkansas. This thesis project includes a social marketing plan that aims to increase the overall awareness of the CSC and its new prevention programs used to decrease the number of child abuse victims in Northwest Arkansas. The social marketing plan also aims to create behavioral changes that increase participation in prevention programs and social media engagement, in addition to volunteers and donors. The plan was developed based on research on effective nonprofit social marketing plans, research on efficient communication efforts …

Impact Of Ingredient Branding On The Hotel Brand: Spillover Effect Of Branded Amenities, Eun Joo Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Ingredient branding is a popular marketing strategy, in which a brand uses a different branded product as a component in the main one. Utilizing ingredient branding, a host brand can benefit from the positive evaluation of a component brand that customers are already aware of. Although the hotel industry has applied a substantial number of other brands as internal factors, there has been little awareness or research on ingredient branding. The main purpose of the study was to investigate 1) whether ingredient branding has a positive impact on a hotel brand equity and 2) whether the effect varies for different …

The Effects Of Calorie Information Disclosures On Food Choice And Retailer-Related Outcomes, Christopher Berry

Graduate Theses and Dissertations

Federal legislation will begin requiring the provision of calorie information on the menus and menu boards of restaurants and other retail food establishments with 20 or more locations in May 2018. Food retailers not included in this mandate can choose to voluntarily provide calorie information to consumers. However, there are concerns that this major policy change will not have the desired widespread positive effects on consumer choice behavior. Further, although proponents of calorie labeling argue that consumers have the right to know the calorie content of their food orders, many food retailers have argued that calorie labeling is too expensive …

An Investigation Of Sport Sponsorship Antecedents And Outcomes Through Levels Of Sponsor Prominence, Benjamin Colin Cork

Graduate Theses and Dissertations

Currently, global sport sponsorship is a multi-billion dollar industry that continues to show strong year-to-year growth (IEG, 2016). Additionally, the current body of sport sponsorship literature has reported the effects of salient attitudinal and behavioral constructs on sponsorship effectiveness. For example, previous studies have indicated that the perceived sincerity and attitude toward a sponsor do positively effect a consumer's behavioral intentions toward a sponsor (Speed & Thompson, 2000; Biscaia, Correia, Rosado, Ross, & Maroco, 2013). Therefore, the purpose of this study is to measure consumer attitudes and behavioral intent toward sponsor, through experimental design, when exposed to one of three …

2017 August, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2017.

Consumer Attitudes And Purchase Intentions Of Cruises In China, Wenjia Han

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study examined the impact of consumers’ attitudes towards cruises on their purchase intention of cruises. A sample of 229 past outbound travelers in China were surveyed via an online self-administered survey sent by a Chinese online survey platform named ’So Jump’. The survey used a two-part statement evaluation format to measure cruise purchase intentions and the factors that impact the intentions. Respondents were asked to rate their level of agreement, the important of the sub-factors, and the likelihood to participate in certain activities on a seven-point Likert scale. Use the theory of planned behavior as the base, the three …

2017-July-30-Board Of Trustees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Reversed Effects Of Advertising Of Socially Controversial Products On Endorsers, Seoyoung Hwang, Junghoon Moon, Hyun Joo Lim, Jeong

Asia Marketing Journal

This study investigated the impact of advertising of socially controversial products on its endorsers and products, and the role of media in moderating the results. Using the source credibility model with 174 survey samples, advertising of controversial products as a form of product placement (PPL) was found to have negative impact on consumers’ attitude toward the endorsers. The results also confirmed that the moderating effect of media credibility on consumers when developing perceptions toward the endorsers. The results suggest marketing managers to use endorsers with careful consideration in designing advertising messages for socially controversial products, especially when delivered as a …

Do We Always Hope To Become “Better” When We Experience Envy? Effects Of Incidental Envy And Social Context On Self-Improvement Behavior, Y. Jin Youn, Kiwan Park

Asia Marketing Journal

Incidental envy is known to motivate self-improvement behavior. This phenomenon occurs in part because feelings of inferiority guide subsequent behavior in a way to self-improve, after experiencing envy. However, no research has yet examined whether this tendency may be affected by social context: private versus public. Although extant literature suggests that envy generally leads to self-improvement, we demonstrate that this effect may be mitigated under public social contexts. Across two studies, we find that although incidental envy generally increases self-improvement behavior (e.g., effort exertion and charitable giving) in private social contexts, this tendency is attenuated under public social contexts. We …

Is A Cause-Related Self-Prevention Campaign A Good Csr Strategy?, Jihye Park

Asia Marketing Journal

This paper addresses the central issue of whether it is effective for a firm to discourage the purchase of its own product in order to support a social cause. The objectives of this study were: a) to examine whether a cause-related self-prevention ad would stimulate more positive evaluations compared to promotional ad, particularly when the product category is more negatively socially accepted; and 2) to determine if a negative attitude toward the product could induce a boomerang effect of a self-prevention ad. Results from three experiments revealed that socially responsible prevention campaigns against firm’s own product may be more effective …

Distinguishing Online Opinion Leaders, Yukyung Lee, Minjung Park, Subin Im

Asia Marketing Journal

This article empirically examines the relationship between values, consumer innovativeness, online opinion leadership, and new product adoption behavior utilizing wearable technology as the overall unit of analysis. The authors analyze data collected from SNS users who possess one or more wearable devices using a structural equation modeling approach to examine the direct effects. Moreover, a bootstrapping approach is adopted to explore the indirect effects between the constructs. The results indicate that consumers who value stimulation and hedonism are more inclined to possess stronger consumer innovativeness. Consumer innovativeness also positively influences online opinion leadership, ultimately leading to the faster adoption of …

Asia Marketing Journal Vol.19 No.2 목차

Asia Marketing Journal

No abstract provided.

2017-July-28-Garden Chronicles, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-July-26-Board Of Trustees, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Conducting A Communal Questionnaire In Community-Oriented Cultures, Forrest Watson

Markets, Globalization & Development Review

In order to enrich our scholarly knowledge we need to consider how our methodologies fit the particularities of every social context. A recent experience conducting a questionnaire in rural Turkey revealed a “community orientation” (Turan 1975) among respondents that caused me to question the individual as the center of analytic attention. Based on my findings, I propose the communal questionnaire, an innovative hybrid of the structured survey, qualitative interview, and focus group, which accounts for the non-standard nature of respondents’ social situations. I conclude with methodological suggestions for conducting research in community-oriented cultures.

How Do Soap Operas Affect The Poor? Experiences Of Turkish Women, Aras Ozgun, Dicle Yurdakul, Deniz Atik

Markets, Globalization & Development Review

The cultural aspects of poverty remain a relatively understudied subject in marketing and media studies: both fields have been concerned mostly with reaching populations with certain level of purchasing power. This study shows the effects of mass media (specifically the soap opera viewership that constitutes “media exposure”) in the low income context especially for women. Adopting a qualitative approach, also inspired by the New Audience Research in media studies, we conducted 40 in-depth interviews with Turkish women in poverty. Our findings show that identifying themselves with the fictional soap opera characters, women drive emotional fulfillment, at times finding what they …

The Paramountcy Of Context: Introduction To Special Issue On Popular Culture And Markets In Turkey, Güliz Ger

Markets, Globalization & Development Review

No abstract provided.

Lessons From The Five Data Breaches: Analyzing Framed Crisis Response Strategies And Crisis Severity, Bokyung Kim, Kristine Johnson, Sun-Young Park

College of Communication & Creative Arts Departmental Research

To fill a gap of research that explores cyber crisis management, this study analyzed news stories of the five largest data breaches experienced in 2014 by retailers (i.e. Target, Michaels, Neiman Marcus, Home Depot, and Staples). Corporate crisis communication and its news coverage (n = 64) were evaluated for crisis communication strategies and framed situational factors. Despite companies’ use of multiple strategies, newspapers reported their use of advocate strategies more often. Massmediated crisis response strategies were even different among the five companies. Newspapers also reframed crisis severity and crisis controllability. Finally, our findings addressed the key to dealing with the …

Redefining The Sales Call, Judi Billups

Doctor of Business Administration Dissertations

The sales process is undergoing a revolution as a result of social media and related technological advancements. Although each step of the sales process is being affected, the most drastically altered step is likely the sales call. The purpose of this research is to examine the impact the type of sales call used by sellers has on both the buyer’s evaluation of the salesperson and the seller’s attribution of sale call success or failure. The study consists of two essays. The first focuses on the buyer’s evaluation of the salesperson based on the frequency and alignment of their use of …

2017-July-21-Ltc Shawn Dodge, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-July-21-Postal And Passportservices Has Been Named “Mail Center Of The Year”, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-July-20-Buc Fest Etsu, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-July-19-Around The World, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-July-19-July Heritage Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-July-18-2017-18 Season, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.