Sales and Merchandising Commons^™

Promotion Architecture: A Deal Fairness Model Of Restricted Price Promotions, Shangwen Yi, David Hardisty, Dale Griffin, Thomas Allard

Research Collection Lee Kong Chian School Of Business

This research examines the effectiveness of two common types of restricted price promotions: threshold promotions (conditional on spending more than a threshold amount; e.g., “Get $5 off on orders of $10 or more”) and capped promotions (limited to a maximum dollar value; e.g., “Get 50% off, up to $5 per order”). Results from seven pre-registered studies, including one field study, show that threshold promotions lead to higher purchase intentions and conversion rates (but potentially lower purchase amounts) than comparable capped promotions—even though capped promotions are equivalent in maximal economic savings for the consumer—when the trigger value (the spending amount at …

The Joy Of Shopping: Thrill Of The Treasure Hunt, Jane Gu, Cristina Nistor, Matthew Selove

Business Faculty Articles and Research

People sometimes enjoy the thrill of the hunt, which implies search can generate joy in addition to costs. Some customers say they enjoy searching for unique items such as vintage T-shirts and luxury handbags, and managers at warehouse stores, thrift stores, and many online selling platforms say they design their store format to offer a treasure hunt experience. We develop a model in which customers enjoy searching for a treasure. Our model’s search utility function includes a term based on the treasure’s net value, a term based on the instantaneous likelihood of discovering treasure, and a constant term reflecting other …

Impact Of Currency Volatility In The Automotive Import-Export Procurement, Adelaide De-Heer

Master of Public Administration for Senior Leadership

Automobile import and export trade is a global venture and thus affected by global issues including cross border issues and currency volatility. Since it is a major in the economic field, it is vital that some risks be evaded in the initial stages of this trade to ensure sustainability. As a result, this research paper aims to assess how currency volatility as a key procurement risk impacts this business and why it is important to understand these dynamics. Currency volatility significantly influences automobile import and export procurement by shaping cost structures, competitive positioning, and financial stability within the global automotive …

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 …

Cute, Collectible, And Contagious: Understanding The Starbucks Bear Cup Phenomenon, Natalya Vodopyanova

AMTP Proceedings 2026

This study examines the Starbucks Bear Cup phenomenon to understand how identity expression, scarcity perceptions, and fear of missing out (FOMO) shaped consumer engagement during a highly publicized limited-edition product drop. Using Consumer Culture Theory and scarcity/FOMO frameworks, the research investigates how consumers constructed meaning around the Bear Cup through social media displays, community rituals, and symbolic participation. A qualitative content analysis of Instagram posts revealed five dominant patterns: celebratory acquisition posts, expressions of scarcity frustration, curated identity displays, community interaction, and creative substitution using bear-shaped alternatives. Findings show that consumers used the cup as a vehicle for identity signaling …

Integrating Leadership Development Into Sales Management Education: A Teaching Case Using Goleman’S Leadership Framework To Teach Coaching And Adaptive Leadership, George Talbert, Malcolm Talbert, Earl Honeycutt

AMTP Proceedings 2026

Sales management courses often emphasize operational responsibilities such as forecasting, territory design, hiring, compensation, and performance evaluation. While essential, these topics alone do not prepare students for the behavioral and emotional demands of leading people in dynamic selling environments. Employers increasingly expect early-career managers to motivate, develop, and retain talent under ambiguity. This teaching case presents a senior-level undergraduate sales management capstone that embeds leadership development into the core of the course using Daniel Goleman’s emotional intelligence-based leadership styles as the primary framework. The course positions coaching as a central, teachable competency and treats leadership as a set of context-dependent …

What Graduates See And What Employers Pay; Reconciling Salary Reporting And Total Compensation In Sales And Marketing, John Ertel, George Talbert Jr.

AMTP Proceedings 2026

College students frequently rely on university career centers for salary information when evaluating early-career opportunities. In sales, however, reported compensation figures often reflect base pay only and exclude performance-based earnings such as commissions and bonuses. This study uses a single-university case study to examine whether university-reported salary data for sales roles accurately represents total compensation. Institutional career center reports and national salary projections were compared with insights from employers, sales professionals, and recent graduates. Findings indicate that performance-based compensation constitutes a substantial portion of total earnings in sales roles but is frequently omitted from reported figures, leading to systematic understatement …

Running On Empty: How Burnout Derails Customer Delight And Sales Performance In Road Warrior Salespeople, Charshae L. Marshall-Phillips

AMTP Proceedings 2026

In an increasingly competitive marketplace, firms rely on customer delight for success. The physical and emotional toll on “Road Warrior” salespeople often acts as a barrier to this goal. This research proposes a model connecting antecedents (burnout) and outcomes (sales performance) via the salesperson's ability to create customer delight.

Employing a quantitative design with B2B salespeople traveling over 50% of the time, Structural Equation Modeling (SEM) is used to test hypothesized relationships. It is hypothesized that emotional exhaustion negatively impacts the capacity to create delight, subsequently lowering sales performance. Crucially, sales manager support is expected to moderate this relationship, acting …

Internship Best Practices: A Comparative Analysis Of A Small Private University (Tiffin University) And A Large Public University (Kennesaw State University), Kellie Mcgilvray, Randy Stuart

AMTP Proceedings 2026

The balance of scholarship and professional practice is a hallmark of career preparation in higher education. While classroom instruction is essential for building foundational knowledge, experiential learning through internships allows students to apply theory in authentic professional contexts.

Are the requirements and administration of internship experiences the same at a small private university (Tiffin University-TU) (student population 3,726/687 business majors) as at a large public university (Kennesaw State University-KSU) (student population 50,000/10,000 business majors) and what best practices can be learned from both organizations? This paper will compare and contrast the practices at both schools and recommend best practices to …

The Asymmetric Effects Of Posting An Online Review On Future Spending And The Dark Side Of Solicitations, Hulya Karaman

Research Collection Lee Kong Chian School Of Business

Motivated by the prevalence of online review creation and solicitation, this paper examines whether posting an online review impacts the reviewer’s future spending on the reviewed brand. Identifying the causal effects of posting an online review is challenging because reviewers self-select into posting, making it an endogenous decision. I overcome this challenge by using randomized online review solicitations as an instrument for the endogenous treatment variable of posting an online review and establish that doing so decreases the average future spending by the reviewers on the reviewed brand. Additionally, I show that soliciting customers to post increases their propensity to …

Shrinkflation And Consumer Demand, Aljoscha Janssen, Johannes Kasinger

Research Collection School Of Economics

This study investigates shrinkflation—the practice of reducing product size while maintaining or slightly changing prices—in the U.S. retail grocery market. We analyze a decade of retail scanner data to assess the prevalence and patterns of product size changes across various product categories. Our findings show that approximately 1.92% of products have been downsized. When comparing total sales, product downsizing is more than five times as prevalent as upsizing. Product downsizing typically occurs without a corresponding decrease in price and is widespread across product categories. Consequently, consumers end up paying more per unit volume. We further find that consumers are more …

Beauty Isn't Always Better: How Salesperson Attractiveness Affects Consumers' Approach Behaviors, Veronica L. Thomas, Stephanie M. Mangus, Dora E. Bock

Marketing Faculty Publications

This research examines how a consumer's committed romantic relationship influences their decision to approach an attractive salesperson in a retail environment. To date, the majority of research espouses the benefits of salesperson attractiveness in enhancing consumers' perceptions of the salesperson and the represented retailer. This is problematic because it creates a managerial bias toward attractive salespeople and, as we propose, provides an incomplete view of the effect of salesperson attractiveness on consumers' behavior. Drawing on the interpersonal relationship literature on commitment, we propose that consumers in committed relationships activate relationship-maintenance motives that override the beauty bias when a salesperson's attractiveness …

Over-Reliance On Aesthetics? The Appearance-Reveals-Character Lay Theory Increases Consumers’ Devaluation Of Unattractive Produce, Shilpa Madan, Krishna Savani, Gita Venkataramani Johar

Research Collection Lee Kong Chian School Of Business

Approximately 40% of all produce is rejected because it appears unattractive, contributing significantly to food waste. Whereas previous research attributes this devaluation to the ugly-is-bad effect, this research identifies an important moderator of consumers’ reliance on this heuristic: the lay theory that a person’s outer appearance reveals their inner character. Specifically, consumers who believe that people’s appearances reveal their character are less willing to accept unattractive (vs. attractive) produce because they generalize their lay theory to produce and are, thus, more likely to infer that unattractive produce is of lower quality. Consumers who do not hold the lay theory do …

Temporal Patterns Of New Product Introductions And Ipo Value: The Importance Of Recency, Dispersion, And Asymmetry, Suyun Mah, Rebecca J. Slotegraaf, Girish Mallapragada

Research Collection Lee Kong Chian School Of Business

A firm’s innovation activity is often judged by the number and type of new products it launches, but when these products are introduced may be equally important, especially before going public. This research investigates how the temporal pattern of new product introductions (NPIs) influences a firm’s initial public offering (IPO) value. The analysis uses data from 298 firms that went public between 2006 and 2023, and focuses on three patterns of timing: recency (how recently the latest product was launched before the IPO), dispersion (the degree to which NPIs before the IPO are spread out over time), and asymmetry (how …

Predicting Consumers’ Purchase Intention Of Browsed Products: A Study Based On Eye‑Tracking, Feiyan Jia, Choon Ling Sia, Yani Shi, Fiona Fui-Hoon Nah, Keng Siau

Research Collection School Of Computing and Information Systems

Predicting consumers’ purchase intention of browsed products enables sellers to implement nuanced promotion strategies to stimulate purchase. But how can we predict consumers’ purchase intention of browsed products? Our research demonstrates that consumers’ eye movement data collected when they browse products can serve this aim. We train and test the prediction model using logistic regression and random forest algorithms. Using data collected in a laboratory experiment, our empirical results show that both algorithms perform much better than a random guess, and the logistic regression performs slightly better than the random forest. Our findings imply that eye movement data enable sellers …

2025 Craft Academy Senior Send-Off Program, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The Morehead State University 2025 Craft Academy Senior Send-Off Program from May 9, 2025.

2025 April News Report, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The April 2025 Morehead State University News Report.

Cross-Selling Life Insurance: Strategies Based On Life Span Theory And Critical Life Events, Jack A. Lesser

AMTP Proceedings 2025

This article develops strategies for cross-selling life insurance to customers who already hold other insurance products. Cross-selling life insurance presents unique challenges due to its association with long-term financial security, mortality, and legacy. Unlike other types of insurance that meet immediate needs, the decision to purchase life insurance is often triggered by critical life events and influenced by life span changes. Drawing on life span theory, this article identifies significant life events, such as marriage, parenthood, and retirement, that increase receptivity to life insurance and proposes theory-based strategies to enhance customer interest. By examining life stages and their associated motivations, …

The Role Of Artificial Intelligence In Transforming Physical And Online Fashion Retail: Enhancing Experiences, Driving Sustainability, And Fostering Innovation, Andrew Burnstine

Faculty and Staff Publications & Presentations

This study explores the transformative role of artificial intelligence (AI) in revolutionizing the fashion industry, with a focus on enhancing consumer experiences, promoting sustainability, and driving innovation in retail. It examines AI applications in personalized recommendations, virtual try-ons, and supply chain optimization, while also addressing societal implications. Sustainability is a central theme, highlighting how AI minimizes overproduction, enables circular fashion, and encourages conscious consumerism. Case studies, such as Nike’s AI-powered retail stores and Lynn University’s Surreal Fashion Show, demonstrate practical applications and innovations during the COVID-19 pandemic. This research synthesizes insights from reports by The Business of Fashion and McKinsey …

Institutional Liquidity Costs, Internalized Retail Trade Imbalances, And The Cross Section Of Stock Returns, Yashar H. Barardehi, Dan Bernhardt, Zhi Da, Mitch Warachka

Business Faculty Articles and Research

Order flow segmentation prevents direct interactions between U.S. retail and institutional investors. Using the imbalance in observable internalized retail trades, we show wholesalers use retail flow to provide liquidity to institutional investors, especially when liquidity is scarce. Our institutional liquidity cost () measures average absolute retail trade imbalances, positing that institutions holding stocks with greater such averages more often resort to the expensive wholesaler-provided liquidity. is correlated with expected institutional price impacts. Unlike existing illiquidity measures, has economically meaningful relations with institutional holding horizons and yields annualized liquidity premia of 2.7%–3.2% post-2010, even after excluding microcap stocks.

2025 Spring Convocation Handout, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University Convocation Handout from January 8, 2025.

2025 Transfer & Adult Students Viewbook, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University Transfer and Adult Students Viewbook.

2025 Welcome To Soar, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University SOAR Guide Pack.

2025 Career Guide, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2025 Morehead State University Career Guide.

2025 January News Report, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The January 2025 Morehead State University News Report.

Vino Mundo: Introducing Wines Of The World To Costa Rica, Sarah Lee, Jacob Massoud, Chang Seob Yeo

Barowsky School of Business | Case Studies

Guillermo Aguilar, owner and founder of the Costa Rican restaurant Vino Mundo, turned off his computer and stood up from his chair. Sales at Vino Mundo had slowed down following the global pandemic, and Guillermo was exploring ways to revitalize his business. The ideas he had most recently considered included a new marketing strategy for the restaurant and creating an institute to educate Costa Ricans about wine and train individuals to become sommeliers. Guillermo left his office and then walked out to the restaurant’s patio to take in the beautiful panoramic views of San Jose. He had quite a few …

Diverse Bodies, Inclusive Shopping? How Representation Of Body Diversity Shapes Consumer Experiences, Javier Alejandro Martinez

2025 Fall Honors Capstones Projects - Archive

This systematic literature review aims to summarize the prior research on the impact of body diversity representation on consumer behaviors in the fashion retailing industry. Deriving from 30 peer-reviewed research articles, we explore how body diversity representation in advertisements and product assortment affects consumer self-evaluation, shopping behaviors, and the nuances within the luxury fashion sector. Consistent with self-congruence theory, findings show that diverse and natural model representation improves body image and purchase intentions. In contrast, idealized portrayals and limited size options reinforce exclusivity, deepen social divides, and harm the self-esteem of excluded consumers, a model that is utilized in luxury …

Confronting Indecision, Lane Allison Murray

ENGS 15.11: Design and Education

This course aims to increase students' understanding of indecision and how to confront it. The class provides insight into how the fear of the unknown holds people back from making decisions and about understanding one's values as a means to combat indecision. Students and teachers alike explore instances of indecision and evaluate their own impulses & thought processes by reflecting on the deeper reasons for their choices. Students will increase their comfort level of asking themselves and their peers questions about the values that guide them and, in doing so, strengthen their relationships with themselves and others.

The Past, Present, And Future Of Adaptive Selling: Toward An Integrative Framework, Nawar N. Chaker, Rhett T. Epler, Gabriel Moreno, Dana Amiri, Elizabeth G. Mcdougal

Marketing Faculty Publications

Adaptive selling represents a notable and influential concept in the marketing literature. Despite being discussed in scholarly research and managerial practice for over forty years and mixed findings about its impact, a comprehensive understanding of the construct of adaptive selling remains missing. To remedy this critical knowledge gap, we conduct a comprehensive review of 188 articles across twenty-seven journals. We combine three approaches in our survey of the literature, including a systematic review, a main path analysis, and a bibliographic analysis. Together, this three-prong review offers profound insights into the state of adaptive selling research by (1) mapping the key …

(In)Attention To Attractive Brand Alternatives, Danielle J. Brick, Veronica L. Thomas

Marketing Faculty Publications

Understanding how consumers maintain their brand relationships has important implications for marketers as committed consumers contribute significant value to firms. In the present research, we propose and test one such way consumers protect their brand relationships, namely through attentional avoidance of attractive alternative partners. Across multiple studies, we find support for our theory that committed consumers avoid attending to alternative brand partners by recalling less about and spending less time focused on attractive alternatives. We further find that this inattention occurs because consumers view the competing brand as a threat to the consumer’s current relationship. In addition, we investigate a …