Matching Items (34)

The Impact of Non-GMO Labeling on Willingness to Pay

Description

What effect do the Non-Message Labeling Factors (Color, Font, Prominence, and Placement) and Customer Belief Frameworks (Institutional Trust, Eco-Label Framework, and Information Source) have on customers' Willingness to Pay (WTP)

What effect do the Non-Message Labeling Factors (Color, Font, Prominence, and Placement) and Customer Belief Frameworks (Institutional Trust, Eco-Label Framework, and Information Source) have on customers' Willingness to Pay (WTP) for non-GMO Products? The topic of this study is consumer behavior, placed in the context of food history and trends in the United States. This paper also offers a set of best practices for people pursuing a non-GMO product labeling strategy. The method involved an online survey of 217 Arizona State University students who were offered extra credit in their classes in exchange for participation (Appendix 1). The qualitative survey asked participants to measure and explain their preferences for certain non-message labeling factors (color, font, size). Participants also gave information about the Customer Belief Frameworks they use when making purchasing decisions, which consist of ideas and beliefs that are independent of the packaging. The results of the survey led me to create a set of recommended guidelines when designing packaging for a non-GMO product. The survey also gathered qualitative data about Information Source, Biospheric Values, and Institutional Trust. The Review of Literature explains how these Customer Belief Frameworks were previously used in packaging studies to explore external factors that also influence the purchase decision. Given the results of the exploratory survey, I recommend employing the following attributes in non-GMO labeling to maximize profits: utilize labels with green color, wide and light san-serif fonts and in a circular shape. Managers pursuing this strategy should use the verbiage "Non-GMO Verified" rather than simply "Non-GMO", or including the words "Process" and "Project" which can add to consumers' confusion. For added fluency, use medium size and centralized size of the label on the packaging, close in proximity to the brand name. In addition, the Eco-Label Framework findings suggest including messages which appeal to altruistic values can also be beneficial, as participants were mostly concerned with altruistic values (children, family) when talking about genetic modification, climate change and natural disasters.

Contributors

Agent

Created

Date Created
  • 2016-12

133814-Thumbnail Image.png

Note, Identity Subject to Change: Identity Management in Social Environments

Description

This thesis examined whether the saturation of the social identity environment could impact consumer decision-making and preferences. One experimental study revealed that consumer preference for identity-salient products is moderated by

This thesis examined whether the saturation of the social identity environment could impact consumer decision-making and preferences. One experimental study revealed that consumer preference for identity-salient products is moderated by the strength of the identity of the consumer and saturation of the social identity environment. Results showed that when participants held a strong native membership, they were more likely to engage with identity relevant products when in an unsaturated (vs. saturated) social identity environment. Conversely, participants who held a low native membership were more likely to engage with identity relevant products when they are in a saturated social identity environment vs. an unsaturated social identity environment.

Contributors

Created

Date Created
  • 2018-05

131683-Thumbnail Image.png

Authentic Beauty: How Influencer Marketing in the Beauty Industry has been Impacted by Consumer Perception

Description

Influencer marketing has exploded into a multi-billion dollar industry, with millions of influencers spanning thousands of different industries. The beauty industry is one of the most popular industries for influencer

Influencer marketing has exploded into a multi-billion dollar industry, with millions of influencers spanning thousands of different industries. The beauty industry is one of the most popular industries for influencer marketing, with influencers having the ability to collaborate with popular beauty brands like L’Oréal as well as being able to create their own successful beauty companies. With consumers exposed to thousands of brand deals every day, brands are now searching for the keys to creating an authentic brand partnership with influencers. This thesis looks at the factors that go into authentic influencer marketing to help brands understand what they should be looking for when creating a partnership that consumers would deem as authentic, with a specific emphasis on the beauty industry. This thesis includes a multi-method study using a focus group and a survey. Specifically, the focus group focused on finding common themes related to authenticity and the survey uncovered whether follower count influences consumers’ perception of authenticity. The studies revealed that follower count doesn’t impact how consumers’ perceived authenticity, but authenticity and trust do play a role in whether consumers will interact with an influencer’s paid advertisement. To better understand the research presented in this thesis, an analysis of influencers and the psychology of influence are presented, along with a case study of a successful beauty brand partnership and an in depth look at FTC guidelines.

Contributors

Agent

Created

Date Created
  • 2020-05

133778-Thumbnail Image.png

An Analysis of Consumer Demand for Digital Songs

Description

In this paper I seek to understand how consumers value music today by investigating what consumers are willing to pay for digitally downloaded songs (such as the ones available on

In this paper I seek to understand how consumers value music today by investigating what consumers are willing to pay for digitally downloaded songs (such as the ones available on the iTunes or Amazon music stores) and the variety of factors that influence their willingness to pay. I conducted a survey and received over 500 responses regarding willingness to pay for single-song downloads, consumer sentiment on whether music should be free, streaming service use, and other information pertaining to music consumption behavior. Through this research I found that paid-streamers are willing to pay more for songs than those who do not pay to stream, all else being equal. Further, Free-streamers are not willing to pay significantly more or less than non-streamers. This finding is additional information to other research that suggests streaming acts as a substitute for sales. I also found that most consumers are in the middle when it comes to the debate for whether music should always be free or always be purchased. Where someone aligns on the spectrum is a statistically significant contributing factor to what that person is willing to pay for a song. My findings also suggest that consumer preferences distinguish between benefit derived from music ownership and benefit derived from the ability to listen to music. This information sheds more light on the reason behind the declining digital download market.

Contributors

Agent

Created

Date Created
  • 2018-05

How To Micro- Influence: An Exploration of Marketing Strategy

Description

The rise in social media usage has sparked a new marketing strategy for brands and entrepreneurs known as influencing. Influencers use marketing tactics to persuade their social media followers to

The rise in social media usage has sparked a new marketing strategy for brands and entrepreneurs known as influencing. Influencers use marketing tactics to persuade their social media followers to purchase a certain brand. For this thesis, we will be focusing on micro influencers who are defined as people that began as a regular, everyday person and became known for their knowledge about some specialist niche with a range of 10,000-500,000 followers.
To conduct research, we developed a survey that was distributed and taken by students at Arizona State University. The goal of surveying college students was to understand how young people who regularly use social media are persuaded by micro-influencers. To gain more insight, we interviewed three local micro-influencers that we discovered through Instagram and research. The goal of these interviews was to discover tactics that micro-influencers use when posting to market sponsored products. Additionally, we hoped to uncover a pattern that micro-influencers use when building their social media following. Ultimately, we developed a six-step guide from our research that aspiring micro-influencers can follow to strategize their rise as a social media micro-influencer. We also discuss the social media app TikTok, which we believe will be heavily used by influencers and micro-influencers in the future.

Contributors

Agent

Created

Date Created
  • 2020-05

147878-Thumbnail Image.png

Five More Minutes: A Guide to Understanding the Esports Consumer

Description

With as rapid a growth that Esports has had and its current introduction to the public mainstream, there is yet to be sufficient studies and research compiled to fully develo

With as rapid a growth that Esports has had and its current introduction to the public mainstream, there is yet to be sufficient studies and research compiled to fully develop the profile of an Esport consumer. While companies such as Neilson and others have begun scratching the surface of the Esport community, there is much that is relatively unknown. Consumer behavior patterns of traditional sports has been defined for years, however as the billion dollar a year industry that Esports is, Esport consumer behavior is still taking shape. This thesis will attempt to build upon previous studies conducted by former Arizona State University students to continue to define the Esport consumer. Through quantitative research conducted via an online survey consisting of demographic, behavioral, and psychographic questions, the stereotype of an Esport consumer will be dissolved to reveal their true nature. This study will prove to be an iteration among the previous research by -<br/>• Developing a functional segmentation of Esport consumers, which will allow for marketers within the industry to better understand their audience in their attempts to persuade/incentivize<br/>• Understanding and dissecting the scale of influence that content creators (those who play Esports for the purpose of entertaining through various platforms) and competitive Esport athletes have on certain segmentations of consumers<br/>• Discovering the impact the COVID-19 pandemic has had on certain segmentations in regards to their time spent playing themselves<br/><br/> After compiling results from this questionnaire, marketers that are both endemic and non-endemic brands seeking to partner within the Esports space will have a better understanding of their audience and how to connect with them.

Contributors

Created

Date Created
  • 2021-05

147730-Thumbnail Image.png

How Self-construal Influences Interest in Beauty Enhancement Products

Description

Researchers know that different types of self-construal (independent and interdependent) vary across different cultures. Individuals from East Asian cultures are more interdependent while individuals from Western cultures are more independent.

Researchers know that different types of self-construal (independent and interdependent) vary across different cultures. Individuals from East Asian cultures are more interdependent while individuals from Western cultures are more independent. Researchers also know that perceptions and understandings of beauty differ across cultures; however, there has been limited research on the connections between self-construal and beauty with minimal research on direct appearance enhancement products. Recently, new ways to present a positive self-image outside of cosmetics or direct appearance enhancement tools have emerged, and the question is raised as to whether these will also be determined by self-construal. We leverage work on the fluidity of self concept to argue that individuals with a more fluid self-concept (interdependents) will express more interest in appearance enhancement products. In the context of a Facebook ad study with Indian (interdependent) and American (independent) consumers, we demonstrate that interdependent consumers have greater interest in indirect appearance enhancing products, measured by click-through rate, compared to independent consumers.

Contributors

Agent

Created

Date Created
  • 2021-05

148369-Thumbnail Image.png

Desired Purchasing Behavior during the COVID-19 Pandemic

Description

The present study explored the relationship between desired purchasing behavior and individual differences using two nationally-representative, longitudinal samples of the U.S. population early in the COVID-19 pandemic. Past research has

The present study explored the relationship between desired purchasing behavior and individual differences using two nationally-representative, longitudinal samples of the U.S. population early in the COVID-19 pandemic. Past research has shown that individual differences provide information about how one might respond to threat. Therefore, we predicted changes in desired purchasing behavior across different sociodemographic variables that might reflect those differences. Specifically, we investigated hypotheses related to political orientation, age, sexual orientation, socioeconomic status, and whether or not the participant had children. We measured participants’ reported desired purchasing behavior across eleven categories of goods and investigated the connection between specific demographic variables and desired purchasing behavior. We found that conservatives desired to purchase more basic protection goods (guns/ammunition, cash, gas) and that older people desired to purchase more cleaning supplies and toiletries. These findings illustrate possible explanations for purchasing behavior during the COVID-19 pandemic and reveal directions for marketing designed to influence purchasing behavior.

Contributors

Created

Date Created
  • 2021-05

135565-Thumbnail Image.png

The Effect of Waiting on Impulse Purchases

Description

This study was designed to discover any relationship between waiting and purchasing impulse goods. I distributed a survey with three conditions: a control with no wait, a wait with information

This study was designed to discover any relationship between waiting and purchasing impulse goods. I distributed a survey with three conditions: a control with no wait, a wait with information explaining the wait, and a wait with no information. After the wait, participants saw a group of impulse goods and indicated how much they were willing to spend for each item, and how much they desired to buy each item. Results showed that participants in the treatment condition with information for the wait desired the impulse goods the least, and were willing to spend the least to purchase them. However, there was no significant difference between the participants given no information explaining the wait, and the control group in either desire or the price they were willing to pay. This is possibly explained by the apology in the message read by participants in the condition with information. They felt more valued and were less likely to feel the need to spend money on impulse goods that are often purchased to make the participant feel better about their wait.

Contributors

Agent

Created

Date Created
  • 2016-05

133393-Thumbnail Image.png

Artificial Intelligence in Marketing

Description

Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous

Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.

Contributors

Agent

Created

Date Created
  • 2018-05