Matching Items (48)
Description
Self-discrepancies motivate consumers to reduce the discrepancy’s negative effects by seeking products that make them feel better. Consumers use various strategies to mitigate these effects through within-domain purchases, across-domain purchases, or purchases designed to distract. Currently, there is a gap in the literature regarding how consumers trade off various compensatory consumption strategies when they face the option to evaluate different strategy at the same time. Through the current research presented here, as well as two proposed studies, I aim to find that people prefer escapism products and services (versus direct resolution and fluid consumption) when faced with a self-discrepancy. I address the literature gap by proposing studies for a mediator (working memory capacity) and a moderator (ease of the solution) on this relationship. This phenomenon occurs because self-discrepancies decrease working memory capacity (cognition): when cognitive resources are low, people will tend to prefer affective stimuli (escapism products). Finally, I plan an experiment to show that difficulty moderates this relationship. When the relative difficulty of the escapism solution is high, participants may be more likely to choose a different, relatively easier strategy. The current findings and suggested future studies contribute to the literature on compensatory consumption, escapism, and working memory capacity.
ContributorsForman, Jacob Reuben (Author) / Mandel, Naomi (Thesis director) / Lisjak, Monika (Committee member) / Department of Marketing (Contributor) / Department of Psychology (Contributor) / Department of Economics (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Aspirational brands such as luxury brands have a tendency to make consumers feel rejected in retail environments. Previous studies show that this rejection actually increases consumers’ positive feelings toward the brand. In this research, however, we suggest that this finding might not hold for all customer segments. Specifically, we suggest that for those customers who feel insecure in a certain domain (e.g., feel insecure about their social standing), rejection by a brand that is aspirational in that domain (e.g., a status-signaling brand) might backfire. Two experiments and a separate field study provides evidence that is consistent with these predictions. These results are discussed in depth, including limitations and future possibilities to further the study.
Aspirational brands are defined as brands that tap into the ideal self-concept (Ward and Dahl, 2014). For example, people who aspire to have high social standing view luxury brands as aspirational. Presently, most sales associates from aspirational brands are encouraged to display judgmental behavior when interacting with customers (Neuman, 2014). This is supported by past research that has shown that creating space between the customer and the brand increases the customer’s wants and needs to associate even more with this aspirational brand. This deliberate space between the brand and customer increases their desire to be recognized by that brand. (Ward and Dahl, 2014, p. 590).
Aspirational brands are defined as brands that tap into the ideal self-concept (Ward and Dahl, 2014). For example, people who aspire to have high social standing view luxury brands as aspirational. Presently, most sales associates from aspirational brands are encouraged to display judgmental behavior when interacting with customers (Neuman, 2014). This is supported by past research that has shown that creating space between the customer and the brand increases the customer’s wants and needs to associate even more with this aspirational brand. This deliberate space between the brand and customer increases their desire to be recognized by that brand. (Ward and Dahl, 2014, p. 590).
ContributorsDunaway, Audrey Claire (Co-author) / Rosenfeld, Rachel (Co-author) / Kinnerup, Tina (Co-author) / Lisjak, Monika (Thesis director) / Mandel, Naomi (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
With brick-and-mortar retail actively under threat from a growing e-commerce market, companies are being challenged to re-evaluate the way they engage with their customers in the physical realm. Companies are under pressure to give consumers a reason to make a trip to their stores over succumbing to the convenience of sitting at home in their pajamas and shopping online. Because of the rapid development of e-commerce, there is a growing necessity for retailers to prove their worth by means of marketing the in-store experience as superior to that of what online could offer. Brands are navigating the grey area between the digital and physical realms in order to successfully fulfill the needs of the modern consumer through viewing these different entities as touchpoints in the overall consumer experience.
This study explores the connection between the interior design of retail spaces and consumer behavior in the direct-to-consumer environment. The research explores the relationships between consumer behavior, intangible brand identity, and the physical (brick-and-mortar) retail environment and explores interior design’s role in the development of a new form of retail found in brands whose presence began online and later entered the physical realm. Through analyzing store aesthetics, consumer preferences, and purchasing behavior, this research provides insight into what matters to consumers in a direct-to-consumer retail environment and how designers at the forefront of this movement are adapting, and ultimately draws conclusions about how companies can utilize interior design and store aesthetics as part of the consumer journey to maximize the impact of their brand experiences.
This study explores the connection between the interior design of retail spaces and consumer behavior in the direct-to-consumer environment. The research explores the relationships between consumer behavior, intangible brand identity, and the physical (brick-and-mortar) retail environment and explores interior design’s role in the development of a new form of retail found in brands whose presence began online and later entered the physical realm. Through analyzing store aesthetics, consumer preferences, and purchasing behavior, this research provides insight into what matters to consumers in a direct-to-consumer retail environment and how designers at the forefront of this movement are adapting, and ultimately draws conclusions about how companies can utilize interior design and store aesthetics as part of the consumer journey to maximize the impact of their brand experiences.
ContributorsCarr-Gasso, Lauren Nicole (Author) / Zingoni, Milagros (Thesis director) / Lisjak, Monika (Committee member) / Feil, Magnus (Committee member) / Dean, Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The world of business has become increasingly globalized over the years. Companies are seeking business internationally and it has become common to work with people from different parts of the world. It is imperative that those who work in business understand and recognize the differences between their home country and culture, and the country and culture of those with whom they are doing business. With that being said, students who intend on going into business post graduation must keep in mind this globalized mindset when applying for jobs. As a student in the W.P. Carey School of Business at Arizona State University, I learned how important this is after receiving my International Business certificate while studying abroad for a semester in Spain. I found that the skills that I gained and what I learned about myself, and the European culture helped shape the way I view the world of business. I also believe that this helped differentiate me from other applicants when applying for internships. I believe that every business student, if willing and financially able, should study abroad not only to gain an insightful experience, but because it helps place them above other applicants when applying for jobs or internships.This project included research to find evidence that supports this belief through surveys and interviews with business students who have studied abroad in the past, and through interviews with employers and recruiters from all over the country. The creative portion of this thesis includes a promotional video, using the student interviews, as well as my own personal experience, to further promote studying abroad for business students.
ContributorsStebbings, Lauren Ashley (Author) / Koretz, Lora (Thesis director) / Moore, James (Committee member) / Laws, Michelle (Committee member) / School of Art (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12
Description
"Defining the Line" is an intention to clarify appropriate versus inappropriate behaviors within the athletic community. The objective of this project is to improve sexual violence prevention training to be more specifically catered to the daily interactions of a student-athlete. A new method of education has been introduced to Sun Devil Athletics and could also extend to the NCAA.
ContributorsSoto, Nicole (Author) / Koretz, Lora (Thesis director) / Moore, James (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05
Description
Using a combination of laboratory experiments, field experiments, and secondary data, this dissertation examines how cross-cultural differences (e.g., thinking style and self-construal) influence the way consumers cope with self-discrepancies (essay 1) and willingness to digitally enhance their appearance (essay 2). The first essay investigates when and why consumers cope with a self-discrepancy by purchasing products in domains that are important to their self-worth, but unrelated to the self-discrepancy (i.e., fluid compensation). I identify thinking style as an important factor that influences fluid compensation and demonstrate that people with a temporarily activated or dispositional holistic thinking style are more likely to engage in fluid compensation than people with an analytic thinking style. This phenomenon occurs because, by perceiving parts as more functionally related to a larger whole, holistic (vs. analytic) thinkers are more likely to view fluid compensation as instrumental to enhancing global self-worth. Holistic (vs. analytic) thinkers’ greater propensity to engage in fluid compensation, in turn, better enables them to restore their global self-worth. The second essay examines how cultural differences in self-construal impact consumers’ willingness to engage in digital beauty work (e.g., use photo-editing apps to make oneself look better in an image). Building on prior research that shows interdependents see more overlap between themselves and others, I propose and demonstrate that consumers with an interdependent (vs. independent) self-construal also see greater overlap between their own different selves (beautified and true self). More importantly, this effect only occurs when they see both the actual self and the beautified self, side-by-side (e.g., joint presentation mode), but not when consumers see only the beautified self in isolation (e.g., separate presentation mode). This heightened overlap between the beautified self and the true self, in turn, increases willingness to digitally enhance appearance. Together, this dissertation contributes to the understanding of how cultural values shape consumers’ views of the self and consumption preferences to satisfy their goals and motivations, and it helps marketers and policy-makers design interventions to increase consumer well-being and to achieve more success in global market.
ContributorsWang, Qin (Author) / Mandel, Naomi (Thesis advisor) / Lisjak, Monika (Thesis advisor) / Samper, Adriana (Committee member) / Morales, Andrea C. (Committee member) / Arizona State University (Publisher)
Created2022
Description
"Defining the Line" is an intention to clarify appropriate versus inappropriate behaviors within the athletic community. The objective of this project is to improve sexual violence prevention training to be more specifically catered to the daily interactions of a student-athlete. A new method of education has been introduced to Sun Devil Athletics and could also extend to the NCAA.
ContributorsSoto, Nicole (Author) / Koretz, Lora (Thesis director) / Moore, James (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05
Description
"Defining the Line" is an intention to clarify appropriate versus inappropriate behaviors within the athletic community. The objective of this project is to improve sexual violence prevention training to be more specifically catered to the daily interactions of a student-athlete. A new method of education has been introduced to Sun Devil Athletics and could also extend to the NCAA.
ContributorsSoto, Nicole (Author) / Koretz, Lora (Thesis director) / Moore, James (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05
Description
"Defining the Line" is an intention to clarify appropriate versus inappropriate behaviors within the athletic community. The objective of this project is to improve sexual violence prevention training to be more specifically catered to the daily interactions of a student-athlete. A new method of education has been introduced to Sun Devil Athletics and could also extend to the NCAA.
ContributorsSoto, Nicole (Author) / Koretz, Lora (Thesis director) / Moore, James (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05
Description
"Defining the Line" is an intention to clarify appropriate versus inappropriate behaviors within the athletic community. The objective of this project is to improve sexual violence prevention training to be more specifically catered to the daily interactions of a student-athlete. A new method of education has been introduced to Sun Devil Athletics and could also extend to the NCAA.
ContributorsSoto, Nicole (Author) / Koretz, Lora (Thesis director) / Moore, James (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05