Browsing by Department "Marketing"
Now showing items 1-20 of 39
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Answering for yourself versus others : direct versus indirect estimates of charitable donations
(2017-05-05)It is common for researchers in marketing and other social sciences interested in ethical behavior such as propensity to donate to a charity to ask “indirect” questions about others (e.g., “what would another student ... -
Antecedents of the chief marketing officer's presence and influence in top management teams
(2006)Recent estimates suggest that fifty percent of the Fortune 1000 companies have a Chief Marketing Officer (CMO), defined as an executive in charge of marketing in the top management team (TMT). Further, across firms ... -
Beyond moving on : the perceptual and cognitive impacts of psychological closure
(2014-05)Psychological closure is the feeling that a life experience is complete and a part of the past (Beike, Adams, and Wirth-Beaumont 2007). While research on psychological closure primarily deals with traumatic or highly ... -
Brain Drain: The Mere Presence of One’s Own Smartphone Reduces Available Cognitive Capacity
(The University of Chicago Press, 2017-04)Our smartphones enable—and encourage—constant connection to information, entertainment, and each other. They put the world at our fingertips, and rarely leave our sides. Although these devices have immense potential to ... -
Breaking the Internet: A Study of Generation Z & Viral Marketing
(2018-05)This thesis explores the convergence of Generation Z and viral marketing. It first defines the signature characteristics of the newest generation following millennials, including their digital fluency and social empowerment ... -
Consumer and retailer strategies when choosing from large assortments
(2007)Consumers are attracted to large assortments, but they experience negative consequences when they ultimately must make a choice form these large assortments. In Essay 1, four experiments examine whether a common retailer ... -
Cross-selling in customer service
(2010-05)Given the increasingly competitive environment characterizing many industries, customer service, specifically, post-sales technical support, has evolved as a key source of differentiation and profits. Against this backdrop, ... -
The dilemma of the gift registry : how social closeness intensifies it
(2010-05)When choosing a gift, the gift-giver has three distinct but interdependent goals: the item must 1) satisfy the recipient 2) be self-reflective for the gift-giver, and 3) indicate the nature of the relationship between the ... -
A dynamic model of usage behavior and network effects in social network sites
(2009-05)This paper structurally estimates a dynamic model of usage behavior and network effects in a social network site using data from MySpace.com. We view a social network as a stock of capital that yields a flow of utilities ... -
Essays in direct marketing : understanding response behavior and implementation of targeting strategies
(2011-05)In direct marketing, understanding the response behavior of consumers to marketing initiatives is a pre-requisite for marketers before implementing targeting strategies to reach potential as well as existing consumers in ... -
Essays on advertising's impact on firm risk, firm value, and analysts' forecasts
(2008-05)Marketing managers are often challenged to show, in the language of finance, that marketing expenditures enhance financial performances. Responding to this call, the first essay examines the impact of a firm's advertising ... -
Essays on corporate social performance : an examination of the antecedents and consequences of corporate social performance
(2011-05)There is growing evidence that a vast majority of CEO’s believe that sustainability-related issues are having or will soon have a material impact on their firms. Nearly all of the academic literature on the firm level ... -
Essays on marketing's impact on financial performance
(2015-12)My dissertation builds upon research at the intersection of marketing and finance by providing managerial insight on three specific aspects of marketing’s impact on financial performance. My first essay shows how marketing ... -
Essays on user acquisition, retention, experience, engagement and purchase decisions of a hybrid mobile wallet
(2017-08-10)The popularity of “mobile wallets” (or “mobile payment” platforms) is one of the most prominent trends in the mobile commerce (m-commerce) era. However, like most mobile applications (apps), mobile wallet apps usually ... -
Happiness, consumption and hedonic adaptation
(2009-05)Previous theories have suggested that consumers will be happier if they spend their money on experiences such as travel as opposed to material possessions such as automobiles. I test this experience recommendation and show ... -
Help seeking consumers : conceptual framework and empirical investigation
(2017-05-05)The goal of this dissertation is to contribute to the field’s understanding of the factors that influence when and how consumers are likely to seek and avoid seeking help. Essay 1 provides the conceptual framework covering ... -
Interorganizational Link
(1971)The article presents information on employees who act as an interorganizational link between their company and their customers. This role is usually one held by an outside salesman and the author notes that this job done ... -
Major Household Appliances - Lesson in Distribution
(1966-03)The author reports on the marketing costs associated with the middlemen's margins and the friction which these channels bring to the middlemen's operating margins. Difficulties which have arisen regarding attempts to obtain ... -
Pricing and resale market strategy for durable goods : a dynamic equilibrium model of video games
(2014-05)I study the impact of the used goods market on pricing and profits in the video game industry and the implications of resale restrictions. I develop a modeling framework that incorporates (a) heterogeneous consumers who ...
