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- All Subjects: Creative Project
- All Subjects: Marketing
- All Subjects: Nonprofits
- Creators: Walter Cronkite School of Journalism and Mass Communication
- Resource Type: Text
Description
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 their intra-category substitution patterns. My findings suggest that marketing-mix sensitivities are correlated with consumers’ preferences for nutrient attributes in ways that depend on the “healthiness” of the nutrient. For instance, featuring promotes is positively correlated with “healthy” nutritional characteristics such as high-protein, low-fat, or low-carbohydrates, whereas promotion and display are positively correlated with preferences for “unhealthy” characteristics such as high-fat, or high-carbohydrates. I use model simulations to show that some marketing-mix elements are able to induce consumers to purchase items with higher maximum-content levels than others. The fourth chapter shows that dieters are not all the same. I develop and validate a new scale that measures lay theories about abstinence vs. moderation. My findings from a series of experiments indicate that dieters’ recovery from recalled vs. actual indulgences depend on whether they favor abstinence or moderation. However, compensatory coping strategies provide paths for people with both lay theories to recover after an indulgence, in their own ways. The three essays provide insights into individual differences that determine approaches of purchase behaviors, and consumption patterns, and life style that people choose, and these insights have potential policy implications to aid in designing the food-related interventions and policies to improve the healthiness of consumers’ consumption profiles and more general food well-being.
ContributorsXie, Yi (Author) / Richards, Timothy (Thesis advisor) / Mandel, Naomi (Committee member) / Grebitus, Carola (Committee member) / Arizona State University (Publisher)
Created2018
Description
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 reduce consumption of such products because usage would involve destroying something they naturally appreciate. Further, I show that in cases where individuals do consume a beautiful product, they exhibit lower consumption enjoyment. These negative post-consumption outcomes are driven in parallel by concerns over having actually destroyed the effort that made the product beautiful as well as the decrements in beauty that become visible when aesthetic products are made less attractive through consumption. The second essay investigates how the aesthetics and design of a payment (e.g., beautiful gift card packaging) can influence the purchase experience. Three field and lab experiments reveal the negative impact of beautified payments on spending and purchase satisfaction, particularly in situations where usage involves compromising its aesthetic appeal. Specifically, when consumers must damage a payment’s appearance before using it (e.g., ripping gift card packaging), they are less likely to use that payment, and experience lower purchase satisfaction when they do, an effect driven by the pain of payment. In doing so, I identify aesthetics as a novel antecedent to the pain of payment that carries important consequences for spending behavior, purchase satisfaction, and the overall customer experience. Implications for theory and practice are discussed.
ContributorsWu, Freeman (Author) / Morales, Andrea C. (Thesis advisor) / Samper, Adriana (Thesis advisor) / Dahl, Darren W. (Committee member) / Fitzsimons, Gavan J. (Committee member) / Mandel, Naomi (Committee member) / Arizona State University (Publisher)
Created2018
Description
When consumers find that something critically out of the ordinary has occurred, they direct attention to evaluate such a critical incident more closely. The results of this evaluation may put consumers on a switching path or it might lead them to engage in unfavorable behaviors from the perspective of the organization, such as engaging in negative word-or-mouth online. The negative consequences of some product (goods or services) failures go beyond simple product attribute defects, leading customers to terminate the relationship with the organization. This dissertation, which is composed of three essays, investigates how consumers engage in negative word-of-mouth on social media channels in response to their various product failures and explores an important relationship event of betrayal, which can be triggered by certain product failures. It investigates how betrayal is perceived by customers and influences a range of their behaviors across business-to-consumer and business-to-business contexts.
ContributorsChung, Myunghun Myunghun (Author) / Bolton, Ruth N (Thesis advisor) / Mandel, Naomi (Committee member) / Kim, Sunghoon (Committee member) / Arizona State University (Publisher)
Created2019
Description
Individuals regularly share information about the leisure activities in which they participate, and often do so in a public manner (e.g., personal biographies, social media). Little research has examined the potential consequences of sharing such information. Across five lab experiments and one quasi-experiment utilizing Twitter data, I demonstrate that when people share information about participating in multiple leisure activities, others perceive them as having greater eudaimonic (e.g., meaning, fulfillment) and hedonic (e.g., happiness, satisfaction) well-being. These perceptions of well-being, and particularly eudaimonic well-being, have important positive implications, even in domains where leisure activities might be expected to serve as a negative signal. Specifically, individuals perceived as having higher eudaimonic well-being are viewed as more appealing in professional contexts. This effect is attenuated if the activities themselves are associated with lower well-being. The present research reveals the ironic effect that highlighting how one spends time outside work can increase one’s professional standing. I further demonstrate that well-being is not simply a positive outcome for individuals but can be a diagnostic tool utilized in interpersonal relationships, including professional relationships.
ContributorsDaniels, Michelle Elizabeth (Author) / Morales, Andrea C (Thesis advisor) / Samper, Adriana (Thesis advisor) / Mandel, Naomi (Committee member) / Luce, Mary Frances (Committee member) / Kristofferson, Kirk (Committee member) / Arizona State University (Publisher)
Created2021
Description
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 and Non-Catholics differ on the extent to which they believe that acts of penance are required to make amends and achieve forgiveness after confession. For Catholics, confessing motivates restorative, penance-like behaviors even in the consumer domain. Thus, when Catholics achieve forgiveness through the act of confession itself (vs. a traditional confession requiring penance), they reduce their need to engage in restorative consumer behaviors. Importantly, results find that confession (vs. reflecting only) does not provide a general self-regulatory boost to all participants, but rather that confession is motivating only for Catholics due to their beliefs about penance. Together, results suggest that for consumers with strong penance beliefs, confession can be an effective strategy for getting back on track with their consumption goals.
ContributorsMathras, Daniele (Author) / Mandel, Naomi (Thesis advisor) / Cohen, Adam B. (Thesis advisor) / Morales, Andrea C (Committee member) / Samper, Adriana (Committee member) / Arizona State University (Publisher)
Created2015
Description
Nonprofits often struggle in fully implementing a successful social media strategy. These organizations neglect to create and maintain relationships with stakeholders, engage their audience, and build brand awareness in an online setting. As social media has essentially become one of the largest sources of information dissemination and one of the most populated platforms in the online world, a nonprofit's online presence has become increasingly important. Through a 22-day content analysis and 43-question survey that was distributed to the general public on Twitter and Facebook, this paper looks comprehensively into the elements and tactics used by Make-A-Wish, Halo and ALS Association. Based off of the research findings from this study, important aspects of these nonprofits' online strategy will be identified and analyzed.
ContributorsJoseph, Teresa Marie (Author) / Wu, Xu (Thesis director) / Thornton, Leslie (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
"The Process and Analysis of Film Reviewing" is a two-part project that discovers what goes into the film reviewing process and what produces a good film review. A film review website entitled "Reel Reviews" (reelfilmreviews.com) was created, which features original content such as film reviews, trailers and information about special features and events relevant to the film industry. The paper portion of the project takes an analytical look at the current state of the film reviewing world and addresses the changes in technology that have an impact on how film reviewing is done.
ContributorsRepasi, Bianca Joyce (Author) / Baker, Aaron (Thesis director) / Dodge, Nancie (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05