Matching Items (415)
Filtering by
- All Subjects: Marketing
- Member of: Theses and Dissertations
Description
It is commonly known that the left hemisphere of the brain is more efficient in the processing of verbal information, compared to the right hemisphere. One proposal suggests that hemispheric asymmetries in verbal processing are due in part to the efficient use of top-down mechanisms by the left hemisphere. Most evidence for this comes from hemispheric semantic priming, though fewer studies have investigated verbal memory in the cerebral hemispheres. The goal of the current investigations is to examine how top-down mechanisms influence hemispheric asymmetries in verbal memory, and determine the specific nature of hypothesized top-down mechanisms. Five experiments were conducted to explore the influence of top-down mechanisms on hemispheric asymmetries in verbal memory. Experiments 1 and 2 used item-method directed forgetting to examine maintenance and inhibition mechanisms. In Experiment 1, participants were cued to remember or forget certain words, and cues were presented simultaneously or after the presentation of target words. In Experiment 2, participants were cued again to remember or forget words, but each word was repeated once or four times. Experiments 3 and 4 examined the influence of cognitive load on hemispheric asymmetries in true and false memory. In Experiment 3, cognitive load was imposed during memory encoding, while in Experiment 4, cognitive load was imposed during memory retrieval. Finally, Experiment 5 investigated the association between controlled processing in hemispheric semantic priming, and top-down mechanisms used for hemispheric verbal memory. Across all experiments, divided visual field presentation was used to probe verbal memory in the cerebral hemispheres. Results from all experiments revealed several important findings. First, top-down mechanisms used by the LH primarily used to facilitate verbal processing, but also operate in a domain general manner in the face of increasing processing demands. Second, evidence indicates that the RH uses top-down mechanisms minimally, and processes verbal information in a more bottom-up manner. These data help clarify the nature of top-down mechanisms used in hemispheric memory and language processing, and build upon current theories that attempt to explain hemispheric asymmetries in language processing.
ContributorsTat, Michael J (Author) / Azuma, Tamiko (Thesis advisor) / Goldinger, Stephen D (Committee member) / Liss, Julie M (Committee member) / Arizona State University (Publisher)
Created2013
Description
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 as constructed as well as builder's publications, descriptions, and advertisements. The research recognizes the many facets of merchandising, consumerism, and commercialism influencing the design and architecture of the suburban home. Historians of visual and cultural studies often investigate these issues as separate components. By contrast, this thesis offers an integrated framework of inquiry, drawing upon such disciplines as cultural history, anthropology, and material culture. The research methodology employs two forms of content analysis - image and text. The study analyzes 36 model homes built in Phoenix, Arizona, during the period 1955-1956. The thesis explores how the builder sends a message, i.e. images, ideals, and aspirations, to the potential home buyer through the design and decoration of the model home. It then speculates how the home buyer responds to those messages. The symbiotic relationship between the sender and receiver, together, tells a story about the Phoenix lifestyle and the domestic ideals of the 1950s. Builders sent messages surrounding convenience, spaciousness, added luxury, and indoor-outdoor living to a growing and discriminating home buying market.
ContributorsGolab, Coreen R (Author) / Brandt, Beverly K. (Thesis advisor) / Bernardi, Jose (Committee member) / Schleif, Corine (Committee member) / Arizona State University (Publisher)
Created2013
Description
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 models that ignore preference for variety are, therefore, likely to under-predict the number of products searched. It is generally thought that lower search costs increase retail competition which pushes prices and assortments down. However, I show that there is an optimal number of products to offer depending on the intensity of consumer search costs. Consumers with high search costs prefer to shop at a store with a large assortment of goods and purchase multiple products, even if the prices that firm charges is higher than competing firms' prices. On the other hand, consumers with low search costs tend to purchase fewer goods and shop at the stores that have lower prices, as long as the store has a reasonable assortment offering. The implications for market performance are dramatic and pervasive. In particular, the misspecification of demand model in which search is important and/or multiple discreteness is observed will produce biased parameter estimates leading to erroneous managerial conclusions.
ContributorsAllender, William Jacob (Author) / Richards, Timothy J. (Thesis advisor) / Park, Sungho (Committee member) / Hamilton, Stephen (Committee member) / Arizona State University (Publisher)
Created2013
Description
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 environment of high attribute uncertainty, information gained from anonymous experts through social media is likely to be more influential than information obtained from peers.
ContributorsTiwari, Ashutosh (Author) / Richards, Timothy J. (Thesis advisor) / Qiu, Yueming (Committee member) / Grebitus, Carola (Committee member) / Arizona State University (Publisher)
Created2013
Description
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 the mediating role of attributions of responsibility for a negative product outcome. This research has implications for policy makers and marketing practitioners and scholars. This is the first study to offer a new perspective, based on attributions of blame, to explain the mechanism that drives consumers' responses to government regulations. Considering numerous calls for government actions that address childhood obesity, it is important to understand how and why consumers respond to such regulations. The results illustrated that certain policies may have unintended consequences due to unexpected attributions of blame for unhealthy products. Only recently have researchers tried to address the psychological mechanism through which CSR has an impact on consumers' attitudes and behavior. To date, few studies have investigated attributions as a mediating variable in the transfer of CSR associations on consumer responses. Nonetheless, this is the first study that concentrates on attributions of responsibility, per se, to explain the impact of CSR on company evaluations. This dissertation extends previous research, where locus, stability, and controllability mediated the relationship between CSR and attributions of blame; the degree of blame being consequential to brand evaluations. The current results suggest that attributions of responsibility, per se, mediate the impact of CSR on company evaluations. Additionally, attributions of blame are measured as the degree to which consumers take personal responsibility for a negative product outcome. This highlights a new role of the CSR construct, as a moderator of consumers' self-serving bias, a fundamental psychological response that has been neglected in the marketing literature.
ContributorsDumitrescu, Claudia (Author) / Shaw Hughner, Renée (Thesis advisor) / Schmitz, Troy G. (Committee member) / Seperich, George (Committee member) / Shultz, Ii, Clifford J. (Committee member) / Arizona State University (Publisher)
Created2013
Description
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 these risks. In doing this, a discussion of current recall insurance policies is presented. Further, actuarially fair premiums for catastrophic revenue insurance policies are priced through a contingent claims framework. The results suggest that spinach industry revenue can be insured for $0.02 per carton. Given the current costs of leafy green industry food safety initiatives, growers may be willing to pay for such an insurance policy.
ContributorsPagaran, Jeremy (Author) / Manfredo, Mark R. (Thesis advisor) / Richards, Timothy J. (Thesis advisor) / Nganje, William (Committee member) / Arizona State University (Publisher)
Created2013
Description
Rhetorical theorist Kenneth Burke has asserted the significance of paying equal, if not more attention to, propagandist rhetoric, arguing that "there are other ways of burning books on the pyre-and the favorite method of the hasty reviewer is to deprive himself and his readers by inattention." Despite Burke's exhortation, attention to white supremacist discourse has been relatively meager. Historians Clive Webb and Charles Eagles have called for further research on white supremacy arguing that attention to white supremacist discourse is important both to fully understand and appreciate pro-civil rights rhetoric in context and to develop a more complex understanding of white supremacist rhetoric. This thesis provides a close examination of the literature and rhetoric of two white supremacist organizations: the Citizens' Council, an organization that sprang up in response to the 1954 landmark decision of Brown v. Board of Education and Stromfront.org, a global online forum community that hosts space for supporters of white supremacy. Memory scholars Barbie Zelizer, John Bodnar, and Stephen Brown note the usability of memory to shape social, political, and cultural aspects of society and the potential implications of such shaping. Drawing from this scholarship, the analysis of these texts focuses specifically on the rhetorical shaping of memory as a vehicle to promote white supremacy. Through an analysis of the Citizens' Council's use of historical events, national figures and cultural stereotypes, Chapter 1 explicates the organization's attempt to form a memorial narrative that worked to promote political goals, create a sense of solidarity through resistance, and indoctrinate the youth in the ideology of white supremacy. Chapter 2 examines the rhetorical use of memory on Stormfront and explains how the website capitalizes upon the wide reaching global impact of World War II to construct a memorial narrative that can be accessed by a global audience of white supremacists. Ultimately, this thesis offers a focused review of the rhetorical signatures of two white supremacist groups with the aim of combating contemporary instantiations of racist discourse.
ContributorsLadenburg, Kenneth (Author) / Ore, Ersula (Thesis advisor) / Miller, Keith (Committee member) / Bebout, Lee (Committee member) / Arizona State University (Publisher)
Created2013
Description
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 theory. Second, a quantitative assessment of these three theories is conducted in which r2 values and methodological parameters (e.g., sample size) are collected from a sample of 21 empirical studies on GPB to evaluate the accuracy and generalize-ability of empirical evidence. In the qualitative assessment, the results show each theory has its advantages and disadvantages. The results also provide a theoretically-grounded roadmap for modifying each theory to be more suitable for GPB research. In the quantitative assessment, the TPB outperforms the other two theories in every aspect taken into consideration. It proves to 1) create the most accurate models 2) be supported by the most generalize-able empirical evidence and 3) be the most attractive theory to empiricists. Although the TPB establishes itself as the best foundational theory for an empiricist to start from, it's clear that a more comprehensive model is needed to achieve consistent results and improve our understanding of GPB. NAT and the Theory of Interpersonal Behavior (TIB) offer pathways to extend the TPB. The TIB seems particularly apt for this endeavor, while VBN does not appear to have much to offer. Overall, the TPB has already proven to hold a relatively high predictive value. But with the state of ecosystem services continuing to decline on a global scale, it's important for models of GPB to become more accurate and reliable. Better models have the capacity to help marketing professionals, product developers, and policy makers develop strategies for encouraging consumers to buy green products.
ContributorsRedd, Thomas Christopher (Author) / Dooley, Kevin (Thesis advisor) / Basile, George (Committee member) / Darnall, Nicole (Committee member) / Arizona State University (Publisher)
Created2012
Description
After natural menopause in women, androstenedione becomes the primary hormone secreted by the residual follicle deplete ovaries. Two independent studies, in rodents that had undergone ovarian follicular depletion, found that higher serum androstenedione levels correlated with increased working memory errors. This led to the hypothesis that androstenedione impairs memory. The current study directly tested this hypothesis, examining the cognitive effects of androstenedione administration in a rodent model. Middle-aged ovariectomized rats received vehicle or one of two doses of androstenedione (4 or 8 mg/kg daily). Rats were tested on a spatial working and reference memory maze battery including the water radial arm maze, Morris maze, and delay-match-to-sample task. Results showed that androstenedione at the highest dose impaired reference memory and working memory, including ability to maintain performance as memory demand was elevated. The latter was true for both high temporal demand memory retention of one item of spatial information, as well as the ability to handle multiple items of spatial working memory information. Glutamic acid decarboxylase (GAD) levels were measured in multiple brain regions to determine whether the gamma-aminobutyric acid (GABA) system mediates androstenedione's cognitive impairments. Results showed that higher entorhinal cortex GAD levels were correlated with poorer Morris maze performance, regardless of androstenedione treatment. These findings suggest that androstenedione, the main hormone produced by the follicle deplete ovary, is detrimental to spatial learning, reference memory, and working memory, and that spatial reference memory performance might be related to the GABAergic system.
ContributorsCamp, Bryan Walter (Author) / Bimonte-Nelson, Heather A. (Thesis advisor) / Olive, Michael F (Committee member) / Conrad, Cheryl D. (Committee member) / Arizona State University (Publisher)
Created2012
Description
Ethinyl estradiol, (EE) a synthetic, orally bio-available estrogen, is the most commonly prescribed form of estrogen in oral contraceptives (Shively, C., 1998), and is found in at least 30 different contraceptive formulations currently prescribed to women (Curtis et al., 2005). EE is also used in hormone therapies prescribed to menopausal women, such as FemhrtTM (Simon et al., 2003). Thus, EE is prescribed clinically to women at ages ranging from puberty through reproductive senescence. Here, in two separate studies, the cognitive effects of cyclic or tonic EE administration following ovariectomy (Ovx) were evaluated in young, female rats. Study I assessed the cognitive effects of low and high doses of EE, delivered tonically via a subcutaneous osmotic pump. Study II evaluated the cognitive effects of low, medium, and high doses of EE administered via a daily subcutaneous injection. For these studies, the low and medium doses correspond to the range of doses currently used in clinical formulations, and the high dose corresponds to the range of doses prescribed to a generation of women between 1960 and 1970, when oral contraceptives first became available. For each study, cognition was evaluated with a battery of maze tasks tapping several domains of spatial learning and memory. At the highest dose, EE treatment impaired multiple domains of spatial memory relative to vehicle treatment, regardless of administration method. When given cyclically at the low and medium doses, EE did not impact working memory, but transiently impaired reference memory during the learning phase of testing. Of the doses and regimens tested here, only EE at the highest dose impaired several domains of memory; this was seen for both cyclic and tonic regimens. Cyclic and tonic delivery of low EE, a dose that corresponds to doses used in the clinic today, resulted in transient and null impairments, respectively, on cognition.
ContributorsMennenga, Sarah E (Author) / Bimonte-Nelson, Heather A. (Thesis advisor) / Baxter, Leslie C. (Committee member) / Olive, Michael F. (Committee member) / Arizona State University (Publisher)
Created2012