Browsing Dissertations & Theses by Title
Now showing items 12-31 of 33
-
Framing The Flu
(Marketing, 2012-04-11)Since Tversky and Kahneman's article on prospect theory in 1979, there have been many articles published on framing with mixed success in finding preference shifts and in which frame subjects are most persuaded. Framing ... -
How Consumers Use and Propagate Information in Digital World
(2020-07-30)With the advent of technology and the emergence of social media, information-sharing amongst consumers has increased exponentially. Consumers now can discuss their purchases with different people in different formats, in ... -
HOW DOES GLOBAL-LOCAL IDENTITY IMPACT CONSUMER DECISION-MAKING
(2021-08-05)Globalization has exacerbated the birth of the sharing economy on a global scale, and it has made global–local identity essential in understanding consumer decisions. For example, an emerging literature has uncovered the ... -
The Impact Of Salesperson Listening: A Multi-faceted Research Approach
(Marketing, 2014-07-14)Relationships are based on communication between parties; an important aspect of communication that is necessary for building long-term relationships is listening (Ingram et al. 1992). In sales, researchers have posited ... -
Incorporating An Affective Component To A Cognitive Model Of Brand Switching Barriers
(Marketing, 2007-08-23)Customer retention is an important goal of business. It has been shown in a general model of brand switching that consumers utilize internal assessments of satisfaction and brand switching barriers to reach brand selection ... -
Influencing Donor Decision-making: An Examination of Situational Determinants that Impact Donation
(2015-12-08)Research around donor decision-making has shown the importance of understanding why donors make decisions. However, much less research exists explaining how donors make decisions. Set against the backdrop of online websites ... -
Marketing Capability, Analyst Recommendations, And Firm Value
(Marketing, 2010-07-19)This dissertation consists of two essays to investigate the potential performance impact of marketing capability. The first essay focuses on the impact of marketing capability on analyst recommendations. It examines the ... -
Maximizers
(2017-08-18)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 ... -
Part-list Cuing Effects In Advertising: When Exposure To Some Advertisements Impairs Recall Of Same-valenced Ads
(Marketing, 2007-08-23)This study represents the first empirical examination of the inhibitory effect of part-list cuing in emotional print advertisements. It was hypothesized that exposure to a subset of print advertisements as cues impairs ... -
The Role of Emotions and Collective Satisfaction in the Customer Journey from Service Experience to Customer Engagement
Service providers serving business customers face some unique challenges in assessing and building customer satisfaction. These challenges arise when service providers have to deal with a team or a group of people within ... -
Three Essays on Expanded Relationship Marketing
(2018-04-09)Customer engagement has become a recent buzzword in marketing and has emerged as a hot topic among practitioners and academics. However, there is no consensus on how to define customer engagement. This has made it difficult ... -
Three Essays on Marketing and Public Policies: An Analysis of Social Condition on Consumer Health Associations and Perceived Hypocritical Corporate Social Responsibility on Company Outcomes
(2018-08-08)Over three essays this project reviews social conditioning and the influence on consumer decision-making. Essay one analyzes health associations between fruit and average daily caloric intake. The relative impact is ... -
Three Essays on the Role of Sales Strategy in Salesperson Performance
(2017-04-05)The importance of the sales force to implementing organizational strategy has been widely acknowledged in both the academic and practitioner literature. With organizations spending over $800 billion a year on their sales ... -
Transforming Potential Into Performance: Essays On Optimizing Organization Success Through The Establishment And Control Of Marketing Climate
(Marketing, 2012-07-25)This dissertation consists of three essays investigating the existence, definition and potential impact of a marketing climate within organizations and the ability of Chief Marketing Officers (CMOs) to effectively use a ... -
TWO ESSAYS ON THE EFFECT OF POWER DISTANCE BELIEF ON CONSUMERS’ DECISION MAKING IN THE RETAILING CONTEXT
(2019-05-09)Power distance belief (PDB) refers to the extent to which individuals expect and accept inequality and hierarchy. Recently studies have revealed that PDB impacts numerous aspects of consumer-related behaviors, such as ... -
UNDERSTANDING THE IMPACT SELF-SERVICE TECHNOLOGY (SST) HAS ON FRONT-LINE EMPLOYEES (FLES) IN A RETAIL SERVICE ENVIRONMENT
(2023-05-19)**Please note that the full text is embargoed until 05/15/2025** ABSTRACT: The widespread adoption of self-service technology (SST) has revolutionized how customers make decisions and dramatically shifted the roles of ... -
The Value Of Customer Co-production In Developing New Products
(Marketing, 2007-08-23)The concept of customer co-production has been mentioned in the marketing literature on several occasions. The lack of a clear definition and the poor operationalization in previous literature stimulated the interest to ... -
Viewing New Product Development Through The Real Options Lens: An Empirical Investigation Of The Market Reaction And The Role Of Contextual Factors
(Marketing, 2007-08-23)New product development is an important strategic decision for marketing managers. This study examined new product development related decisions by employing a real options framework. Specifically, new product development ... -
When Are Super Bowl Advertisings Super? An Empirical Analysis Of The Economic Impact Of Super Bowl Advertising
(Marketing, 2011-10-11)This dissertation investigates the relationship between Super Bowl advertising and advertisers' market valuation. The first essay identifies several factors that influence the financial rewards of this media-placement ... -
WHEN YOUR EXPERIENCE DEPENDS ON OTHERS: THE EFFECT OF GROUP-SERVICES ON CUSTOMER SATISFACTION
(2017-11-01)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, ...