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ASU Electronic Theses and Dissertations


This collection includes most of the ASU Theses and Dissertations from 2011 to present. ASU Theses and Dissertations are available in downloadable PDF format; however, a small percentage of items are under embargo. Information about the dissertations/theses includes degree information, committee members, an abstract, supporting data or media.

In addition to the electronic theses found in the ASU Digital Repository, ASU Theses and Dissertations can be found in the ASU Library Catalog.

Dissertations and Theses granted by Arizona State University are archived and made available through a joint effort of the ASU Graduate College and the ASU Libraries. For more information or questions about this collection contact or visit the Digital Repository ETD Library Guide or contact the ASU Graduate College at gradformat@asu.edu.


Subject
Date Range
2010 2019


The research titled “A Comparative Analysis of Museums in Paris, Barcelona, and Phoenix” critically reviews six museums in three culturally diverse countries. This research looks at features within marketing, space, and branding which may or may not differ depending on socio-cultural factors, histories, traditions, etc. in Spain, France, and the United States. A conclusion is formed around the identity of each museum through the variables of marketing, space, and branding. Dissertation/Thesis

Contributors
Weiler, Libby A., Bernardi, Jose, Fehler, Michelle, et al.
Created Date
2016

Branding and brand management have been top management priorities in the hotel industry. Some researchers have concluded that strong branding would be an efficient way for hotels and hotel chains to differentiate themselves from each other. Recent studies have focused on the establishment of a brand equity model and the relevant causal relationships of the model. Most of these studies have used types of desirability scales examining the importance of individual factors in measuring brand equity. However, they ignore the trade-offs that affect and characterize choice. Particularly, the personal decision process implied by the hierarchical brand equity model is absent. …

Contributors
Lee, Seung Hyun, Tyrrell, Timothy, Uysal, Muzaffer, et al.
Created Date
2014

Objective: It’s not well understood how youth perceive existing fruit and vegetable (FV) marketing materials available in schools. This ancillary study sought to assess the acceptability of FV marketing materials freely available to schools among adolescents in grades 6-12. Methods: Middle and high school adolescents (n=40; 50% female; 52.5% Hispanic) in the Phoenix, AZ area were asked to rank marketing materials (n=35) from favorite to least favorite in four categories: table tents, medium posters, large posters and announcements. Favorites were determined by showing participants two items at a time and having them choose which they preferred; items were displayed to …

Contributors
Pisano, Sydney Alexis, Bruening, Meg, Adams, Marc, et al.
Created Date
2019

This dissertation examines travelers’ innovation adoption and repurchase behaviors in the sharing economy. The central question is to what extent the tourism industry embraces service innovations in the sharing economy. Predicated upon behavioral reasoning theory, this research makes a contribution to the tourism study and diffusion of innovation literature, by exploring the influence of travelers’ reasonings in the innovation decision process. The dissertation follows a two-study format. The analysis contextualizes reasons for and against adoption, by incorporating appropriate constructs relevant to service innovations in social dining services (Study 1) and ride-sharing services (Study 2). An exploratory mixed methods approach is …

Contributors
Lee, Seojin, Lee, Woojin, Buzinde, Christine N., et al.
Created Date
2019

There have been multiple calls for research on consumers' responses to social issues, regulatory changes, and corporate behavior. Thus, this dissertation proposes and tests a conceptual framework of parents' responses to government regulations and corporate social responsibility (CSR) that address juvenile obesity. This research builds on Attribution Theory to examine the impact of government regulations and CSR on consumers' attitudes and their subsequent behavior. Three pilot studies and three main experiments were conducted; a between-subjects and randomized experimental design being used to capture the effects of regulations and corporate actions on product satisfaction, company evaluations, and behavioral intentions, while examining …

Contributors
Dumitrescu, Claudia State, Shaw Hughner, Renée, Schmitz, Troy G., et al.
Created Date
2013

Unrestricted Mexican exports of sugar into the U.S. is considered the most pressing issue facing the U.S. sugar industry. The goal of this dissertation is to analyze the trade of sugar between Mexico and the U.S. as well as analyze additional primary issues confronting the U.S. sugar industry. Chapters 1 and 2 provide an introduction to the U.S. sugar industry. Chapters 3 through 6 develop trade models which analyze sugar trade between Mexico and the U.S. The trade models estimate how NAFTA, USDA sugar forecast errors and Mexican ownership of twenty percent of the Mexican sugar industry each impact U.S. …

Contributors
Lewis, Karen Elizabeth, Schmitz, Troy, Grebitus, Carola, et al.
Created Date
2014

I compare the effect of anonymous social network ratings (Yelp.com) and peer group recommendations on restaurant demand. I conduct a two-stage choice experiment in which restaurant visits in the first stage are informed by online social network reviews from Yelp.com, and visits in the second stage by peer network reviews. I find that anonymous reviewers have a stronger effect on restaurant preference than peers. I also compare the power of negative reviews with that of positive reviews. I found that negative reviews are more powerful compared to the positive reviews on restaurant preference. More generally, I find that in an …

Contributors
Tiwari, Ashutosh, Richards, Timothy J, Qiu, Yueming, et al.
Created Date
2013

We apply a Bayesian network-based approach for determining the structure of consumers' brand concept maps, and we further extend this approach in order to provide a precise delineation of the set of cognitive variations of that brand concept map structure which can simultaneously coexist within the data. This methodology can operate with nonlinear as well as linear relationships between the variables, and utilizes simple Likert-style marketing survey data as input. In addition, the method can operate without any a priori hypothesized structures or relations among the brand associations in the model. The resulting brand concept map structures delineate directional (as …

Contributors
Brownstein, Steven, Reingen, Peter, Kumar, Ajith, et al.
Created Date
2013

Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains largely abstract and unreliable. Academic research on the impact of color on brand personality it is still in its early stages of investigation, and therefore fragmented and inadequate. The goal of this study is to identify and visually represent patterns of association between colors and specific brand personality traits. We hypothesized that …

Contributors
Toteva, Maya Georgieva, Branaghan, Russell, Gray, Rob, et al.
Created Date
2017

When consumers fail in their environmental, dieting, or budgeting goals, they may engage in a consumer confession about their goal-inconsistent behavior. This dissertation seeks to understand how confessions about consumer goal transgressions affect subsequent consumer motivation and behaviors. Results from a series of five experiments reveal that after reflecting about a past transgression, Catholics who confess (vs. do not confess) about the focal transgression are more motivated to engage in subsequent goal-consistent consumer behaviors. However, results reveal no such effects for Non-Catholics; Non-Catholics are equally motivated to engage in goal-consistent consumer behaviors regardless of whether or not they confessed. Catholics …

Contributors
Mathras, Daniele, Mandel, Naomi, Cohen, Adam B, et al.
Created Date
2015

Consumers can purchase local food through intermediated marketing channels, such as grocery stores, or through direct-to-consumer marketing channels, for instance, farmers markets. While the number of farms that utilize direct-to-consumer outlets keeps increasing, the direct-to-consumer sales remain lower than intermediated sales. If consumers prefer to purchase local food through intermediated channels, then policies designed to support direct channels may be misguided. Using a variety of experiments, this dissertation investigates consumer preferences for local food and their demand differentiated by marketing channel. In the first essay, I examine the existing literature on consumer preferences for local food by applying meta-regression analysis …

Contributors
Printezis, Iryna, Richards, Timothy J, Grebitus, Carola, et al.
Created Date
2018

Customers today, are active participants in service experiences. They are more informed about product choices, their preferences and tend to actively influence customer and firm related outcomes. However, differences across customers become a significant challenge for firms trying to ensure that all customers have a `delightful' consumption experience. This dissertation studies customers as active participants in service experiences and considers three dimensions of customer participation -- in-role performance; extra-role performance-citizenship and elective behavior; and information sharing -- as its focal dependent variables. This study is grounded in services marketing, customer co-production and motivation literatures. The theoretical model proposes that customer …

Contributors
Saxena, Shruti, Mokwa, Michael, Bitner, Mary Jo, et al.
Created Date
2011

This dissertation offers three essays that investigate consumers’ health-related food choices and behaviors from three different, yet complementary, angles. The first essay uses an eye-tracking experiment to examine consumers’ visual attention to the Nutrition Facts Panels for healthy and unhealthy products. In this essay, I focus on how involvement and familiarity affect consumers’ attention toward the Nutrition Facts panel and how these two psychological factors interact with new label format changes in attracting consumers’ attention. In the second essay, I demonstrate using individual-level scanner data that nutritional attributes interact with marketing mix elements to affect consumers’ nutrition intake profiles and …

Contributors
Xie, Yi, Richards, Timothy, Mandel, Naomi, et al.
Created Date
2018

In this research, I focus on service conversations in professional services. For most Business-to-Business or Business-to-Consumer professional services, the service conversation is an important part of the service experience and is critical to solutions co-creation as well as customer satisfaction. In this research, I examine service conversation sequences at the micro-level and explore two important research questions: (1) how do I explain the dynamics of moment-by-moment Customer Participation in Service Conversations (CPSC)? and (2) how do the temporal and process dynamics of CPSC relate to customer satisfaction and solution compliance? From a dynamic context perspective, I develop a conceptual framework …

Contributors
Wang, Si, Binter, Mary Jo, Ostrom, Amy L., et al.
Created Date
2013

In order to be competitive in the hotel market, more and more hotels have proposed various types of "wow" services to inform customers' impressions of the hotel in a positive way. Many customers consider these services excellent, and they often exceed their expectations. However, some "wow" services only generate the effect of amazement instead of meeting customers' needs and wants. Applying the notion of the Zone of Tolerance (ZOT: the range between customers' desired and adequate levels of service expectations) to the unique services provided by the Hotel Royal Chiao Hsi Spa in Taiwan, this research study explores hotel customers' …

Contributors
Chiu, Chien-Fen, Lee, Woojin, Larsen, Dale, et al.
Created Date
2013

Consumers search before making virtually any purchase. The notion that consumers engage in costly search is well-understood to have deep implications for market performance. However to date, no theoretical model allows for the observation that consumers often purchase more than a single product in an individual shopping occasion. Clothing, food, books, and music are but four important examples of goods that are purchased many items at a time. I develop a modeling approach that accounts for multi-purchase occasions in a structural way. My model shows that as preference for variety increases, so does the size of the consideration set. Search …

Contributors
Allender, William, Richards, Timothy J, Park, Sungho, et al.
Created Date
2013

Industrial design is the practice of creating solutions by studying people and businesses. Originally centered on development of goods, industrial design uses methods rooted in human behavioral study, human factors, and strategic problem solving. As our economy and professional practice shift away from manufacturing towards a service-dominant landscape, industrial design must align its profession to formally include service design. The small service business setting is a microcosm in which the value of design and branding in business is magnified. This research reinforces design's ties with services marketing and business and is dedicated to finding solutions for the backbone of our …

Contributors
Grimes, Lynelle Marie, Takamura, John, Peck, Sidnee, et al.
Created Date
2012

The aim of this study is to conduct the empirical tests on consumer's emotional responses of product design and the relationship between emotion and consumer's attitudinal loyalty to identify if there exists potential relationship links between these two factors together by following certain regulation. This study also seeks to compare Brand Loyalty of Apple products across two different cultures - China and US to see if there are any differences regarding their brand loyalty construction and expression. The emotional responses on product design were also studied in order to reveal potential emotional design issues between the two different cultures. Results …

Contributors
Qu, Yonghao, Takamura, John, Shin, Dosun, et al.
Created Date
2012

Although it is commonly assumed that consumers eat more and find food to be more attractive when hungry, surprisingly little research has looked at how robust this effect might be and what could moderate it. Building on theories of hunger and self-control, this research examines which types of foods (hedonic or utilitarian) are more attractive and likely to be consumed by hungry consumers. Across a series of six experiments I find that when hungry and under reduced cognitive capacity, consumers find hedonic foods more attractive and consume them in larger quantities. However, when hungry and with high cognitive capacity, consumers …

Contributors
Ringler, Christine, Morales, Andrea C, Nowlis, Stephen M, et al.
Created Date
2012

Understanding the customer experience, which requires a thorough knowledge of all touchpoints that can result from the way that a product is marketed, sold, and used has recently been identified as a research priority by the Marketing Science Institute. Although recent research has examined some aspects of the customer experience, research has yet to examine the way in which the full spectrum of touchpoint experiences may drive particular marketing performance metrics. Significant challenges to this line of research are the complex network of relationships that competing firms have forged with channel partners, the relationships that focal customers have with other …

Contributors
Loveland, James M., Hutt, Michael, Kumar, Ajith, et al.
Created Date
2011

In two independent and thematically relevant chapters, I empirically investigate consumers’ mobile channel usage behaviors. In the first chapter, I examine the impact of mobile use in online higher education. With the prevalence of affordable mobile devices, higher education institutions anticipate that learning facilitated through mobile access can make education more accessible and effective, while some critics of mobile learning worry about the efficacy of small screens and possible distraction factors. I analyze individual-level data from Massive Open Online Courses. To resolve self-selection issues in mobile use, I exploit changes in the number of mobile-friendly, short video lectures in one …

Contributors
Lee, Mi Hyun, Park, Sungho, Han, Sang Pil, et al.
Created Date
2018

In two independent and thematically connected chapters, I investigate consumers' willingness to pay a price premium in response to product development that entails prosocial attributes (PATs), those that allude to the reduction of negative externalities to benefit society, and to an innovative participatory pricing design called 'Pay-What-You-Want' (PWYW) pricing, a mechanism that relinquishes the determination of payments in exchange for private goods to the consumers themselves partly relying on their prosocial preferences to drive positive payments. First, I propose a novel statistical approach built on the choice based contingent valuation technique to estimate incremental willingness to pay (IWTP) for PATs …

Contributors
Christopher, Ranjit M., Wiles, Michael, Ketcham, Jonathan, et al.
Created Date
2016

This dissertation explores conditions under which food messages backfire among consumers leading them to engage in behaviors that are opposite to what was intended by the messages. The first essay shows when and how food-related warnings can backfire by putting consumers in a state of reactance. Across three studies, I demonstrate that dieters (but not nondieters) who see a one-sided message focusing on the negative aspects of unhealthy food (vs. a one-sided positive or neutral message) increase their desire for and consumption of unhealthy foods. In contrast, dieters who see a two-sided message (focusing on both the negative and positive …

Contributors
Pham, Nguyen T., Mandel, Naomi, Ketcham, Andrea M, et al.
Created Date
2016

In this study I investigate the factors that may influence consumer preference and choice in China’s home interior decoration industry. With the fast development of information technology such as the internet in China, it becomes increasingly important to have a more precise understanding of consumer preference and choice in home interior decoration decisions so that companies in this industry can provide better services to meet customer needs. Using survey data from a sample of potential customers and a sample of existing customers of a large home interior decoration company, I find that (1) internet has become the mostly used channel …

Contributors
Yang, Jin, Shen, Wei, Zhang, Anmin, et al.
Created Date
2015

Private label growth in emerging markets has not kept pace with the growth in private labels elsewhere. For instance, in Europe and North America, private labels now constitute an average of 35% of total retail market share, compared to emerging markets, where market shares vary between 1% and 8 %. This dissertation examines the possibility that differences in private-label performance between developed and emerging economies is not driven by one mechanism, but arises from a variety of sources, both structural, and behavioral. Specifically, I focus on manufacturers’ market power, retailers’ private label portfolio strategies, and consumers’ perceptions of private labels. …

Contributors
Pasirayi, Simbarashe, Richards, Timothy J, Morales, Andrea, et al.
Created Date
2016

Designing a hazard intelligence platform enables public agencies to organize diversity and manage complexity in collaborative partnerships. To maintain the integrity of the platform while preserving the prosocial ethos, understanding the dynamics of “non-regulatory supplements” to central governance is crucial. In conceptualization, social responsiveness is shaped by communicative actions, in which coordination is attained through negotiated agreements by way of the evaluation of validity claims. The dynamic processes involve information processing and knowledge sharing. The access and the use of collaborative intelligence can be examined by notions of traceability and intelligence cohort. Empirical evidence indicates that social traceability is statistical …

Contributors
Wang, Chao-shih, Van Fleet, David, Grebitus, Carola, et al.
Created Date
2015

This interpretive research examines the phenomenon of people who engage in designing for themselves in a world in which this is no longer necessary. For in this Schumpeterian society – one can simply purchase from a plethora of products and services that are designed by professionals, generated by producers, and made available for purchase via a myriad of channels. So why do people bother designing for ourselves? Drawing on in-depth interviews, this research provides insights into individuals who choose to participate in the design process. The findings that follow are from a representative study of individuals who recently were involved …

Contributors
Gray, Nancy Johanna, Giard, Jacques R, Lastovicka, John L, et al.
Created Date
2015

The lack of food safety in a grower's produce presents the grower with two risks; (1) that an item will need to be recalled from the market, incurring substantial costs and damaging brand equity and (2) that the entire market for the commodity becomes impaired as consumers associate all produce as being risky to eat. Nowhere is this more prevalent than in the leafy green industry, where recalls are relatively frequent and there has been one massive E. coli outbreak that rocked the industry in 2006. The purpose of this thesis is to examine insurance policies that protect growers from …

Contributors
Pagaran, Jeremy, Manfredo, Mark R, Richards, Timothy J, et al.
Created Date
2013

The marketing and development of solutions has become an increasingly important concept in both marketing practice and theory. Recent conceptual work has defined solutions as sets of products and services that allow customers to achieve customized outcomes. Although the definition of a solution is becoming clearer, the process through which solution value is generated is still opaque. The purpose of this study was to add clarity to both marketing theory and practice by examining the solution value co-creation process in depth. Service-dominant logic, the relational view, service value co-creation, and theories of organizational learning and knowledge were the basis for …

Contributors
Sellman, Collin, Hutt, Michael, Kumar, Ajith, et al.
Created Date
2011

When consumers make experiential purchases, they often have to decide between experiences that contain many or few features. Contrary to prior research demonstrating that consumers prefer feature-rich products before consumption but feature-poor products after consumption, the author reveals a reversal of this effect for experiences. Specifically, the author hypothesizes and finds that consumers prefer feature-poor experiences before consumption (a phenomenon denoted as `feature apprehension') but prefer feature-rich experiences after consumption. This feature apprehension occurs before consumption because consumers are concerned with the uncertainty associated with attaining a satisfying outcome from the experience. Manipulating the temporal distance with which consumers view …

Contributors
Miller, Chadwick, Samper, Adriana, Mandel, Naomi, et al.
Created Date
2015

This research is particularly concerned with organizations’ advocacy of value-based change aimed at improving consumers’ well-being. This work contributes to the Transformative Services Research area and presents a conceptualization of the value-laden service organization (VLSO), which I define as organizations that advocate for specific value-based behaviors from consumers both within and beyond the particular service setting. In a VLSO, consumers are expected to act in accordance with the values of the organization. If the consumer’s pre-existing value system is not aligned with the values of the service organization, the consumer may experience a sense of psychological disequilibrium, which can lead …

Contributors
Riker, Elise Briggs, Anderson, Laurel, Ostrom, Amy, et al.
Created Date
2015

ABSTRACT A survey of board-certified music therapists who identified themselves as self-employed was conducted to examine current methods of marketing related to planning, positioning, promotion, and implementation within a music therapy private practice or contracting model, as well as identify trends in marketing methods as compared to prior research. Respondents (n=273) provided data via online survey as to current marketing practices, assessment of personal marketing skills, and views on marketing's overall role in their businesses. Historical, qualitative, and quantitative distinctions were developed through statistical analysis as to the relationship between respondents' views and current marketing practices. Results show that self-employed …

Contributors
Tonkinson, Scott Thomas, Crowe, Barbara J., Rio, Robin, et al.
Created Date
2014

Total digital media advertising spending of $72.5 billion surpassed total television Ad spending of $71.3 billion for the first time ever in 2016. Approximately $39 billion, or 54% of the digital media advertising spend, involved pre-programmed software that purchased Ads on behalf of a buyer in Real-Time Bidding (RTB) settings. A major concern for Ad buyers is sub-optimal spending in RTB settings owing to biases in the attribution of customer conversions to Ad impressions. The purpose of this research is twofold. First, identify and propose a novel experimental design and analysis plan for to handling a previously unidentified and unaddressed …

Contributors
Fay, Bradley, Mokwa, Michael P, Park, Sungho, et al.
Created Date
2017

Cuisines are becoming increasingly significant in a tourist's experience and as such looking into different cuisines and their effects on the tourist's destination provides strong indicators of the outlook for the destination. Metropolitan areas within the United States have a history of being known for specific food items as well as types of cuisines. This study explores the Metropolitan area of New Orleans and the cuisine specific to this region: the Creole cuisine. A mixed methods approach was used to identify the Creole cuisine within the New Orleans area as both a regional cuisine and as a culturally significant cuisine, …

Contributors
Seery, Paul, Tyrrell, Timothy, Timothy, Dallen, et al.
Created Date
2010

In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on the sharing consumer, followed by an examination of real behavioral consequences in a social media setting. Across six studies in Chapter 1, I find support for a conceptual model indicating that consumers who receive a company response to their positive eWOM experience greater satisfaction compared to no response, leading to increased intentions to engage in future positive eWOM …

Contributors
Cowley, Scott, Wiles, Michael, Olsen, Douglas, et al.
Created Date
2017

This thesis develops a low-investment marketing strategy that allows low-to-mid level farmers extend their commercialization reach by strategically sending containers of fresh produce items to secondary markets that present temporary arbitrage opportunities. The methodology aims at identifying time windows of opportunity in which the price differential between two markets create an arbitrage opportunity for a transaction; a transaction involves buying a fresh produce item at a base market, and then shipping and selling it at secondary market price. A decision-making tool is developed that gauges the individual arbitrage opportunities and determines the specific price differential (or threshold level) that is …

Contributors
Flores, Hector M., Villalobos, Rene, Runger, George, et al.
Created Date
2011

Destination image has been explored by studying various aspects of the process of forming a perception about an area and choosing to visit or not. This study uses a variety of theories from previous research which has focused on subsets of factors which influence the overall process to create a model to organize the perception formation and decision making progress into one continuous and interrelated progression. Online questionnaires using Likert scale statements and questions were distributed to participants through Facebook in order to measure and test the model. A total of 266 questionnaires were completed and analyzed using t test, …

Contributors
Hugo, Nichole Christine Crandall, Nyaupane, Gyan, Andereck, Kathleen, et al.
Created Date
2014

This research investigates the conditions under which people use consumption choices to signal accurate versus enhanced information about themselves to others. Across five studies, I demonstrate that activating a self-verification, as opposed to self-enhancement, motive leads consumers to choose products that signal accurate information about a self-view, even when this view is negative. I replicate this finding across several self-view domains, including physical attractiveness, power, and global self-esteem. However, I find that this effect is attenuated when consumers have a high fear of negative social evaluation. My findings suggest that this type of consumption, in which choice is driven by …

Contributors
Brannon, Daniel Carlos, Mandel, Naomi, Samper, Adriana, et al.
Created Date
2016

Arizona has an abundant solar resource and technologically mature systems are available to capture it, but solar energy systems are still considered to be an innovative technology. Adoption rates for solar and wind energy systems rise and fall with the political tides, and are relatively low in most rural areas in Arizona. This thesis tests the hypothesis that a consumer profile developed to characterize the adopters of renewable energy technology (RET) systems in rural Arizona is the same as the profile of other area residents who performed renovations, upgrades or additions to their homes. Residents of Santa Cruz and Cochise …

Contributors
Porter, Wayne E., Reddy, T. Agami, Pasqualetti, Martin, et al.
Created Date
2011

Identifying factors associated with service infusion success has become an important issue in theory and practice, as manufacturers turn to services to advance performance. The goals of this dissertation are to identify the key factors associated with service infusion success and develop an integrative framework and associated research propositions to isolate the underlying determinants of successful hybrid solution strategies for business customers. This dissertation is comprised of two phases. The first phase taps into the experience and learning gained by executives from Fortune-100 manufacturing firms who are managing the transition from goods to hybrid offerings for their customers. A discovery-oriented, …

Contributors
Salas, Jaime, Walker, Beth, Hutt, Michael D, et al.
Created Date
2013

The study of lighting design has important implications for consumer behavior and is an important aspect of consideration for the retail industry. In today's global economy consumers can come from a number of cultural backgrounds. It is important to understand various cultures' perceptions of lighting design in order for retailers to better understand how to use lighting as a benefit to provide consumers with a desirable shopping experience. This thesis provides insight into the effects of ambient lighting on product perception among Americans and Middle Easterners. Both cultural groups' possess significant purchasing power in the worldwide market place. This research …

Contributors
Alsharhan, Dalal, Kroelinger, Michael, Eaton, John, et al.
Created Date
2013

This research examines the effects of using similar vs. dissimilar models in health messages on message compliance. I find that level of self-awareness moderates the effect of model similarity on message compliance. Across three studies, I demonstrate that when self-awareness is high, a health message that contains a similar model leads to higher compliance than the same message containing a dissimilar model. On the other hand, when self-awareness is low, a health message that contains a similar model leads to lower message compliance than the same message containing a dissimilar model. Additionally, I demonstrate that the increased compliance observed when …

Contributors
Loveland, Katherine Elizabeth, Mandel, Naomi, Miller, Elizabeth G., et al.
Created Date
2011

Using a modified news media brand personality scale developed by Kim, Baek, and Martin (2010), this study measured the personalities of eight news media outlets and combined them into the same associative network with participants’ self-image via the Pathfinder tool (Schvaneveldt, Durso, & Dearholt, 1989). Using these networks, this study was able to both explore the personality associations of participants and observe if self-congruity, measured by the distance between the self-image node and a brand, is significantly related to participant preference for a brand. Self-congruity was found to be significantly related to preference. However, this relationship was mediated by participants’ …

Contributors
Willinger, Jacob, Branaghan, Russel, Craig, Scotty, et al.
Created Date
2018

ABSTRACT This research is focused on technology in the arts, social media, and the opera singer. Topics include recent performance trends, social media, marketing techniques, and creating a successful brand. This paper also focuses on how to leverage social media platforms build a digital persona, and create an engaged audience. The same techniques used by corporations and opera companies for their social media and marketing strategy can be leveraged to increase brand awareness, build a strong network, and may aid in generating new opportunities for the opera singer. Key Words: Social Media, Opera Singer, Branding, Marketing, Technology Dissertation/Thesis

Contributors
Jones, Jennifer E., Kopta, Anne Elgar, Mills, Robert, et al.
Created Date
2016

Social shopping has emerged as a popular online retailing segment. Social shopping revolves around online communities that bring consumers together to shop for deals. Online retailers have been making significant investments to encourage consumers to join online communities linked to their websites in the hope that social interactions among consumers will increase consumption rates. However, the assumption that social interactions increase consumption rates in social shopping remains largely untested in empirical settings. Also, the mechanisms of such an effect remain unclear. Moreover, extant literature has overlooked the role played by elements of the marketing mix, including product characteristics and the …

Contributors
Sodero, Annibal Camara, Rabinovich, Elliot, Sinha, Rajiv, et al.
Created Date
2012

Currently, show management for convention centers have several resources to help determine where to place their efforts in facility services for exhibitors, one of which is to use research results from an importance-performance analysis study. In order to help show management refine their understanding of the needs of exhibitors before a trade show, this study explores the relationship between the exhibitor’s ranking of importance placed on facility services through the Importance-Performance Analysis, and the goals exhibitors have for the trade show. A survey was conducted at three different trade shows taking place in two convention centers. Using a sample of …

Contributors
Garaycochea, Nicolas Blakely, Hultsman, Wendy, Lee, Woojin, et al.
Created Date
2017

This study investigates how well prominent behavioral theories from social psychology explain green purchasing behavior (GPB). I assess three prominent theories in terms of their suitability for GPB research, their attractiveness to GPB empiricists, and the strength of their empirical evidence when applied to GPB. First, a qualitative assessment of the Theory of Planned Behavior (TPB), Norm Activation Theory (NAT), and Value-Belief-Norm Theory (VBN) is conducted to evaluate a) how well the phenomenon and concepts in each theory match the characteristics of pro-environmental behavior and b) how well the assumptions made in each theory match common assumptions made in purchasing …

Contributors
Redd, Thomas Christopher, Dooley, Kevin, Basile, George, et al.
Created Date
2012

This research explores the influence of brand and shelf display cues on consumer preferences for products that appear to be in scarce supply. In so doing, I develop a theoretical model of how scarcity operates in the retail environment, identifying when it increases purchase intentions, when it decreases purchase intentions, and the underlying mechanisms driving these outcomes. Across a series of five studies, I find that when consumers infer that products are scarce due to popularity, they are more likely to buy these products, but only when the products are unfamiliar nonfood brands. I also find that scarce products are …

Contributors
Castro, Iana Alexandra, Ketcham, Andrea M, Nowlis, Stephen M, et al.
Created Date
2010

It is well understood that decisions made under uncertainty differ from those made without risk in important and significant ways. Yet, there is very little research into how uncertainty manifests itself in the most ubiquitous of decision-making environments: Consumers' day-to-day decisions over where to shop, and what to buy for their daily grocery needs. Facing a choice between stores that either offer relatively stable "everyday low prices" (EDLP) or variable prices that reflect aggressive promotion strategies (HILO), consumers have to choose stores under price-uncertainty. I find that consumers' attitudes toward risk are critically important in determining store-choice, and that heterogeneity …

Contributors
Yonezawa, Koichi, Richards, Timothy J, Grebitus, Carola, et al.
Created Date
2014

It is well understood that innovation drives productivity growth in agriculture. Innovation, however, is a process that involves activities distributed throughout the supply chain. In this dissertation I investigate three topics that are at the core of the distribution and diffusion of innovation: optimal licensing of university-based inventions, new variety adoption among farmers, and consumers’ choice of new products within a social network environment. University researchers assume an important role in innovation, particularly as a result of the Bayh-Dole Act, which allowed universities to license inventions funded by federal research dollars, to private industry. Aligning the incentives to innovate at …

Contributors
Fang, Di, Richards, Timothy J, Bolton, Ruth N, et al.
Created Date
2015

Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain performance characteristics to a private label brand, across multiple categories. In the second chapter, I describe the performance bond theory in detail, and then test this theory using scanner data in the chapter that follows. Because secondary data has limitations …

Contributors
Theron, Sophie Winter, Richards, Timothy J, Grebitus, Carola, et al.
Created Date
2014

Mobile applications (Apps) markets with App stores have introduced a new approach to define and sell software applications with access to a large body of heterogeneous consumer population. Several distinctive features of mobile App store markets including – (a) highly heterogeneous consumer preferences and values, (b) high consumer cognitive burden of searching a large selection of similar Apps, and (c) continuously updateable product features and price – present a unique opportunity for IS researchers to investigate theoretically motivated research questions in this area. The aim of this dissertation research is to investigate the key determinants of mobile Apps success in …

Contributors
Lee, Gun Woong, Santanam, Raghu, Gu, Bin, et al.
Created Date
2015

Scholars have written much about home and meaning, yet they have said little about the professionally furnished model home viewed as a cultural artifact. Nor is there literature addressing how the home building industry uses these spaces to promote images of family life to increase sales. This research notes that not only do the structure, design, and layout of the model home formulate cultural identity but also the furnishings and materials within. Together, the model home and carefully selected artifacts placed therein help to express specific chosen lifestyles as that the home builder determines. This thesis considers the model home …

Contributors
Golab, Coreen Renee, Brandt, Beverly K., Bernardi, Jose, et al.
Created Date
2013

This dissertation uncovers the negative aspects of aesthetics by examining when and how enhanced product and payment aesthetics can backfire and lead to unfavorable consumer responses. The first essay examines the downstream effects of nondurable product aesthetics on usage behavior and consumption enjoyment. Across a series of field and lab experiments, I document an inhibiting effect of aesthetics on consumption. I find that highly aesthetic products elicit greater inferences of effort in their creation, and that people have an intrinsic appreciation for such effort. Because the consumption process indirectly destroys the effort originally invested to make the product beautiful, people …

Contributors
Wu, Freeman, Morales, Andrea C., Samper, Adriana, et al.
Created Date
2018

Convergent products are products that offer multiple capabilities from different product categories. For example, a smartphone acts as an internet browser, personal assistant, and telephone. Marketers are constantly considering the value of adding new functionalities to these convergent products. This work examines convergent products in terms of the hedonic and utilitarian value they provide along with whether the addition is related to the base product, revealing complex and nuanced interactions. This work contributes to marketing theory by advancing knowledge in the convergent products and product design literatures, specifically by showing how hedonic and utilitarian value and addition relatedness interact to …

Contributors
Eaton, Kathryn Karnos, Bitner, Mary Jo, Olsen, G. Douglas, et al.
Created Date
2012

College sports in America represent a multibillion dollar industry. Recruiting collegiate student-athletes not only is costly for university teams, but is integral for their long-term success. Universities spend substantial amounts of money to recruit student-athletes, yet relatively little academic work has focused on understanding the athletic recruiting process. While NCAA policy regulates when communication is allowed between coaches and student-athletes, there is a lack of literature investigating what the communicative aspects of athletic recruiting entail. Thus, the purpose of this dissertation is to unpack the student-athlete experience of collegiate athletic recruitment. It builds on theoretical work from organizational and interpersonal …

Contributors
Posteher, Karlee A., Kassing, Jeffrey W., Mongeau, Paul A., et al.
Created Date
2019

基于中国人口老龄化加速、目前人均医疗支出偏低和国内医疗器械企业以中低端产品 为主的局面,中国的医疗器械行业正面临着巨大的发展机遇,投融资活动将迎来爆发式增 长。 在此背景下, 医疗器械企业的估值研究对投融资双方都有较大的意义。 我们假设医疗器械公司的产品差异度对其公司的估值有正面影响。 产品差异度定义为:该产品区别于其他竞争性产品的独特性,由以下六个方面构成: 产品唯一性水平、先进性(器械类别、优秀国产医疗设备个数、产品的专利化程度)、利润 边际和其市场容量,并对此用 12 个指标做出了定量的估计。本研究主要的数据来源是上市 的医疗器械公司,因为这些公司的相关数据取得比较容易且数据客观性较强。我们使用一 般回归分析测量产品差异度与公司估值之间的关系。在得出正面的回归结果之后, 我们采 用双重差分分析(DID)方法,验证实际情形下新产品相关信息发布对公司股价波动的影响。 根据回归分析结果: 1、 “产生营收的产品唯一性水平”和“边际利润”与市值有显著相关性: 说明医疗器械 类企业确实是核心产品驱动发展的, 产品唯一性程度高(已剔除那些已逐渐被市场淘汰的 产品) 说明市场定价能力强, 边际利润率高,盈利能力强, 进而对公司估值形成正面影 响。 2、 “”净利润“和”“互联网概念”与市值也呈现显著相关性。净利润的相关性是显而易见 的。互联网概念的相关性体现了互联网+医疗成为近几年市场的风口。 iv 3、 其他一些指标未呈现明显的相关性,有可能是因为我们的数据量太少引起的, 也 有可能还有其他未在我们考虑范围内的因素导致的,也可能是因为中国目前的股票市场还 未到达半强式有效市场。这可能对其他行业的影响也是如此。 在后面进行的实证分析中, 除个别情况外,我们发现公司重磅新产品相关信息的发布 基本上对公司之后 1-30 个交易日的股价起到了较明显的推动作用。 关键词: 产品差异度 医疗器械行业 公司估值 Dissertation/Thesis

Contributors
Shen, Huifen, Chen, Pei-yu, Wang, Tan, et al.
Created Date
2018

随着社会经济发展,人们生活水平提高,红木市场不断发展壮大。但红木市场中存在 原材料无法认证、加工工艺无法辨别、产品价格混乱的现象,成为我国红木市场三大痛 点。能否解决红木市场这三大痛点,成为未来红木行业能否健康顺利发展的关键因素。 针对红木行业存在的问题,本文应用市场交易效率理论、信息不对称理论、金融市场 微观结构理论对红木市场做理论梳理,通过实地调研获取红木企业发展现状、厘清传统红 木交易流程和各交易环节中存在的问题,尝试在信息不对称理论的框架下对行业和典型企 业进行分析,将红木市场的交易要素进行序列梳理,重构市场组织和流程再造,创造性地 利用现代的互联网技术,把涉及的非标准的市场要素进行标准化设计,使其成为可交易的 标准化标的产品,并在设计可操作性的红木交易平台上进行交易,从而解决现有红木市场 中信息不对称导致的市场交易效率低下问题。本文一共分为十一章,第一到第五章为绪论、理论研究和研究综述。主要根据市场交 易效率理论、信息不对称理论和金融市场微观结构理论,引出建立红木交易市场,从而为 后续红木交易市场的设计奠定理论基础。第五章,对红木产业及其市场的要素进行信息解 析,为后面的非标准的市场要素进行标准化设计提供依据。第六、第七章,主要对红木交 易市场的信息不对称现状、红木交易市场交易效率进行分析。第八、第九章,主要基于信 息对称条件下的交易要素标准化设计和交易架构设计。第十章,主要通过对实际数据抓 取,对红木交易平台的有效性进行实证对比验证。第十一章是本文的结论和建议。 由于红木交易平台的设计是弥补大宗交易的空白,特别是红木交易市场要素的非标 准化,给标准化交易架构的设计带来一定难度。红木交易平台未来运营与发展中可能会遇 到很多风险,特别是投资者资格认证、交易涉众等社会问题,本文限于篇幅没有进行研 究,留待今后实践中不断总结和修正。 Dissertation/Thesis

Contributors
Chiu, Yung, Pei, Ker-Wei, Qian, Jun, et al.
Created Date
2018