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- All Subjects: Marketing
- Creators: Department of Supply Chain Management
- Creators: Samper, Adriana
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
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 the experience can attenuate this effect. Additionally, locus of control and social signaling moderate consumers' post-consumption preference for feature-rich experiences. The author proposes several recommendations for consumers and providers of experiences.
ContributorsMiller, Chadwick Justin (Author) / Samper, Adriana (Thesis advisor) / Mandel, Naomi (Thesis advisor) / Sinha, Rajiv K (Committee member) / Arizona State University (Publisher)
Created2015
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
The advertising agency, in its variety of forms, is one of the most powerful forces in the modern world. Its products are seen globally through various multimedia outlets and they strongly impact culture and economy. Since its conception in 1843 by Volney Palmer, the advertising agency has evolved into the recognizable—and unrecognizable—firms scattered around the world today. In the United States alone, there are roughly 13.4 thousand agencies, many of which also have branches in other countries. The evolution of the modern advertising agency coincided with, and even preceded, some of the major inflection points in history. Understanding how and why changes in advertising agencies affected these inflection points provides a glimpse of understanding into the relationship between advertising, business, and societal values.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
ContributorsHarris, Chase (Co-author) / Potthoff, Zachary (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students' perceptions of health and their likelihood to purchase healthy fast food products. To test this, a survey gathered quantitative data to assess student's perceptions of health and fast food, as well as qualitative data of when eating healthy is appealing and unappealing. An ad manipulation was employed to test student's likelihood to purchase the product shown in the ad. Though the study did not yield significant results, the results collected indicate that health claims may not be enough to influence someone to purchase, but that taste is of student's highest priority when making food purchase decisions. Thus, the study opens the door for future research in this realm of health and fast food, and concludes with recommendations for both marketers and future researchers.
ContributorsMigray, Emilee Catherine (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
ASU's international student population has been growing exponentially in the last few years. Specifically, the fastest growing group has been international students from China. However, many of these students are arriving with inaccurate expectations of life at an American university. Furthermore, prospective students in China that have a desire to attend school in the U.S. are struggling to find a university that is affordable and respected. There is a huge opportunity for ASU to reach this market of students and increase their enrollment of international Chinese students. Our project aimed to create advertisements of ASU that target international Chinese students and their parents. The purpose of our project is to provide inspiration that ASU can utilize to create a professional marketing campaign to target this population of potential students.
ContributorsKagiyama, Kristen (Co-author) / Le, Alethea (Co-author) / Chien, Hsui Fen (Thesis director) / Chau, Angie (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
As a self-discrepancy arises between who an individual currently is and who they aspire to become, feelings of tension arise. Reactions to this stress are based on various personal beliefs. Our feelings of our potential to reach our desired state can be affected by our orientation of locus of control, or where we believe control is derived from within our life. In the present research, we examine how a person's locus of control--whether they are internal by attributing outcomes to their own actions or external believers that fate and chance drive their life outcomes--affects their reaction to a self-discrepancy in a domain that is important to them, and how this affects valuation of the products used in that domain. We found that while internals and externals behave similarly under feelings of high competence (baseline condition) when a self-discrepancy is not evident, reactions differed under the opposing condition of feeling less competent during their goal pursuit. Externals did not significantly change their belief in the product regardless of the condition (high vs. low competence) while internals took the defeat heavily by significantly decreasing their belief that the goal-related product would help them achieve their goals and decreased their willingness to pay for it.
ContributorsSweet, Megan Ruth (Author) / Samper, Adriana (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor)
Created2015-05
Description
Independent artists are thriving in the modern music industry, creating and branding their own music, and developing rich concentrations of fans. Indie artists are progressively securing positions within mainstream music while also upholding individuality. With technology advancements, to include self-recording technology, wearable devices, and mobile operating systems, independent artists are able to extend their reach to a variety of audiences. Social media platforms' progression has further catalyzed artists' capability of growth, as they have the capacity to personalize marketing content, develop loyal fan-bases, and engage directly with potential consumers. Artists are increasingly fabricating their own unique spaces in an industry that was formerly controlled by conventions. This thesis involves the production of a three-song extended play, and ascertains how to effectively capitalize on the wide array of modern marketing platforms.
ContributorsBerk, Ruth C (Author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Department of Supply Chain Management (Contributor)
Created2015-05
Description
Humanitarian aid organizations, while providing aid services, require inputs and utilize business processes like other for-profit firms. Many charity organizations depend on donations for revenue. The level of public trust in charities can affect donations. To support the American public and protect individuals from dishonest charity agencies, charity watchdog organizations publish ratings of charities to assist the public in donation decisions. The ratings focus on a variety of topics orienting how much of donation funds go directly to the cause not administrative or soliciting costs. In the American Red Cross, a new process was engineered to make procuring consulting services more efficient and cost effective. This project was focused on investigating areas of improvement for the new process. Deliverables included process suggestions for business unit managers, process suggestions for sourcing managers, and detailed process flowcharts highlighting potential modifications in the new process. Overall, it is critical to keep consulting costs low to ensure that watchdog organizational ratings stay positive and public trust in the American Red Cross remains high.
ContributorsDonahue, Nancy Elizabeth (Author) / Brooks, Daniel (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2015-05