Sales and Merchandising Commons^™

Examining Moral Susceptibility In Ai Vs. Human-Assisted Decision-Making, Seth James Fogle

Graduate Theses, Dissertations, and Problem Reports (ETD)

Artificial intelligence (AI) systems are increasingly integrated into decision-making contexts, yet their influence on ethical judgment remains unclear. This study examines whether advice from an AI advisor, compared to a human advisor, affects moral susceptibility in a consumer decision-making scenario. Using a 2 × 2 between-subjects experimental design (advisor type × price condition), this research tests whether personal agency, perceived objectivity, and diffusion of responsibility operate as psychological mechanisms underlying ethical decision-making.

Results indicate that advisor type did not significantly influence moral susceptibility, nor did it significantly affect the proposed mediators. Additionally, the price condition did not moderate these relationships. …

The Effect Of Innovative Value Proposition On Buyer Reactions: The Moderating Roles Of Price Orientation And Perceived Risk, Chad Stuttz

Graduate Theses, Dissertations, and Problem Reports (ETD)

Value propositions are essential to the success of personal selling in the Business-to-Business (B2B) context. While earlier studies have offered valuable insights into the roles of value propositions in driving B2B sales, they have often regarded value propositions as uniform. In this dissertation, I argue that value propositions vary in their levels of innovativeness. The dissertation introduces the concept of innovative value proposition (IVP) and proposes that IVP indicates greater future growth potential to buyers, leading to more favorable reactions such as responsiveness and willingness to engage than less innovative ones. Additionally, the dissertation explores the moderating effects of buyer …

Consumer Experiences In The Secondhand Market: Finances, Frugality, Fashion, & Fun, Melissa Chasko Turner

Graduate Theses, Dissertations, and Problem Reports (ETD)

Secondhand apparel refers to clothing and accessories that have been previously owned, handed down, donated, or resold to others. They are a sustainable product because they are reused instead of being discarded into landfills. Consumer experience refers to the emotional and psychological responses individuals have during their interactions with products and services across all touchpoints. In the secondhand apparel market, consumer experience plays a significant role in product purchasing, and the unique aspects of retail entertainment serve as key motivators. Consumer-perceived risk refers to the uncertainty of adverse outcomes associated with purchasing a product. Purchasing secondhand apparel poses similar yet …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

Small And Micro Business Resources In The Post-Pandemic Period: A Perspective From Local Bridal Boutique Businesses In West Virginia, Ishtehar Sharif Swazan

Graduate Theses, Dissertations, and Problem Reports (ETD)

In widely dispersed small communities, local and regional businesses dominate West Virginia, an eastern state of the United States in the Appalachian Mountains where small and micro businesses constitute 98.9% of all businesses and contributes 49.1% of the state’s total employment. These businesses create jobs, help build a strong financial position for the state, and promote community-building and social activities. These businesses are unique as they sustain themselves while competing with national and regional retail chains and carving out a customer for themselves. However, the damage caused by the spread of Covid-19 is having a devastating effect on the small …

Three Essays On The Impact Of Cuteness On Consumer Behavior, Alexis Taeeun Yim

Graduate Theses, Dissertations, and Problem Reports (ETD)

Over the last decade, the world has seen a rise in the popularity of cute stimuli. Adorable baby pictures, fluffy puppy videos, and whimsical emojis seem ever-present in social media news feeds and friends’ posts. In addition, products marketed toward adults that feature cute characters drive sales worth billions of dollars. The growing presence of cute stimuli in our daily lives is accompanied by emerging research on their social and behavioral impacts. Correspondingly, the current dissertation consists of three essays that contribute to the literature on cuteness by empirically testing the impacts of cuteness in the marketplace. To extend the …