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GOOD GUYS DON'T ALWAYS FINISH LAST: THE MODERATING ROLE OF BRAND EXTENSION FIT ON PRODUCT EVALUATIONS BASED ON CORPORATE ABILITY (CA) AND CORPORATE SOCIAL RESPONSIBILITY (CSR) ASSOCIATIONS
Title
GOOD GUYS DON'T ALWAYS FINISH LAST: THE MODERATING ROLE OF BRAND EXTENSION FIT ON PRODUCT EVALUATIONS BASED ON CORPORATE ABILITY (CA) AND CORPORATE SOCIAL RESPONSIBILITY (CSR) ASSOCIATIONS.
Creator
Johnson, Zachary, Mao, Huifang, University of Central Florida
Abstract / Description
Termed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more...
Show moreTermed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more favorable product evaluations than CSR, which is a contextual association that is less product-related. However, past research has been limited to line extensions, which are evaluated in a piecemeal cognitive process. Unlike line extensions, evaluations of brand extensions include an intervening categorization process that determines consumers' evaluative strategies. This research merges the corporate association and brand extension literature streams and, in four studies, contributes to the literature by establishing that brand extension fit moderates the influence of corporate associations on product evaluations. This finding is developed further by demonstrating that both individual differences (self-construal) and brand-related attributes moderate this interaction.
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Date Issued
2011
Identifier
CFE0004015, ucf:49164
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0004015
Essays on Marketing Strategies in the Context of Interdependent Consumption
Title
Essays on Marketing Strategies in the Context of Interdependent Consumption.
Creator
Talebi Ashoori, Minoo, Stock, Axel, Liu, Lin, Mao, Huifang, Caputo, Michael, University of Central Florida
Abstract / Description
This dissertation consists of two essays in which I study the impact of two interdependent consumerbehaviors, fairness concerns and exclusivity seeking, on a companys marketing strategiesand profits specifically in a context where it tries to expand its clientele with the objective of generatingrepeat purchases, for example by running deals on daily deal platforms. In the first essay,I examine the impact of customers fairness concerns on the profitability of a company runningpromotions on...
Show moreThis dissertation consists of two essays in which I study the impact of two interdependent consumerbehaviors, fairness concerns and exclusivity seeking, on a companys marketing strategiesand profits specifically in a context where it tries to expand its clientele with the objective of generatingrepeat purchases, for example by running deals on daily deal platforms. In the first essay,I examine the impact of customers fairness concerns on the profitability of a company runningpromotions on daily deal platforms. With the prevalence of social media and the internet, informationabout such targeted promotions can become available to all consumers including those whodid not have access to the platform and paid a full-price. Conducting a laboratory experiment,I demonstrate that knowledge about targeted promotions often leads to post-promotional fairnessconcerns among these consumers resulting in an increased tendency to switch providers. Incorporatingthe results of the experiment in a two-period game-theoretic model I analyze the impactof customers post-promotional fairness concerns on the profits of quality differentiated companieswho compete by running targeted promotions. I find that the low quality provider always suffersfrom consumers sensitivity to unfairness. Contrary, I show that the high quality provider can counterintuitivelybenefit from consumers fairness concerns as long as its quality advantage is not toolarge. Furthermore, I analyze how profits are impacted when information about the targeted dealsleaks to non-targeted customers who would have bought at the regular price. I find that, counterintuitively,competing firms profits increase with leakage. In the second essay of this dissertation, Istart with the observation that many platform members are new customers and are uncertain aboutthe quality of the companys product or service until they consume it. In such a context, I examinea high quality sellers optimal signaling strategy in a market where consumers prefer to purchase ascarce product due to desire for exclusivity or to receive a service in a non-crowded environmentdue to better experience and service delivery. Utilizing a repeat purchase signaling model I show that, consistent with prior literature, the high quality firm signals its quality by making its productscarce as well as charging a high price when consumers desire for exclusivity is high and cost ofquality is great. Contrary, I also find conditions under which the high quality firm counterintuitivelymakes its product widely available and prices it low to signal its quality. The model may inpart explain how high quality sellers market their products or services on daily deal websites.
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Date Issued
2015
Identifier
CFE0005890, ucf:50855
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0005890
The Effect of Food Labeling and Environmental Cues on Food Consumption Judgments and Choices.
Title
The Effect of Food Labeling and Environmental Cues on Food Consumption Judgments and Choices.
Creator
Lefebvre, Sarah, He, Xin, Tafaghodijami, Ata, Rugar, Yael Zemack -, Mao, Huifang, Biswas, Dipayan, University of Central Florida
Abstract / Description
As obesity levels reach epidemic levels globally, an understanding of the multitude of factors that influence both eating behavior and food choice is necessary. This dissertation attempts to investigate the role of emerging food categories, namely organic foods, and the influence of environmental cues on eating behaviors and choices. This goal is accomplished through three essays. The first essay focuses on the organic food trend and consumer taste expectations. Specifically, this essay...
Show moreAs obesity levels reach epidemic levels globally, an understanding of the multitude of factors that influence both eating behavior and food choice is necessary. This dissertation attempts to investigate the role of emerging food categories, namely organic foods, and the influence of environmental cues on eating behaviors and choices. This goal is accomplished through three essays. The first essay focuses on the organic food trend and consumer taste expectations. Specifically, this essay explores how the presence of an organic label influences taste expectations differently for minimally processed versus highly processed foods due to the level of consistency (congruency) between the food item and formed organic associations. Moving the focus on food consumption to environmental cues, the second essay of this dissertation investigates how the temperature dimension of ambient scent (i.e., cool or warm) influences food choice and the number of calories consumed. This essay, drawing on literature from physiology and the limited research on the temperature dimension of scent, shows that the temperature dimension of scent generates behaviors that mimic the body's physiological responses to ambient temperature. Lastly, the third essay explores the relationship between organic foods and the discrete emotion of nostalgia. This essay examines how proneness to nostalgia and nostalgia evoked by advertising results in a preference for organic food products. This essay proposes that nostalgia evokes a desire for simplicity that is represented through the traditional production methods used by organic products; this leads to a preference for organic products. In sum, these three essays advance the knowledge on factors that influence food consumption behavior and choice, adding to the theoretical understanding of emerging food trends, labeling, and environmental cues, while providing implications for marketing strategy and consumer well-being.
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Date Issued
2017
Identifier
CFE0006615, ucf:51301
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0006615
The Effects of Facial Cues on Consumer Judgment and Decision-Making
Title
The Effects of Facial Cues on Consumer Judgment and Decision-Making.
Creator
Liu, Fan, He, Xin, Wang, Ze, Mao, Huifang, Sivo, Stephen, University of Central Florida
Abstract / Description
This dissertation investigates the roles of facial cues in consumer behavior. Specifically, the research examines the effect of facial structural resemblance, facial expressions, and other perceptual cues(-)in both individual and group settings(-)on consumer judgment and decision-making. Essay 1 examines the influence of facial resemblance on consumers' product purchase likelihood. This effect is moderated by consumers' mental construal, such that the effect of increased facial resemblance on...
Show moreThis dissertation investigates the roles of facial cues in consumer behavior. Specifically, the research examines the effect of facial structural resemblance, facial expressions, and other perceptual cues(-)in both individual and group settings(-)on consumer judgment and decision-making. Essay 1 examines the influence of facial resemblance on consumers' product purchase likelihood. This effect is moderated by consumers' mental construal, such that the effect of increased facial resemblance on product purchase likelihood occurs among consumers with high-level construals but not among those with low-level construals. Results of three experimental studies show that increased facial resemblance among team members enhances the perceived entitativity of the group, which in turn leads to more favorable intention of purchasing the product offered by the group. Essay 2 investigates the differential effects of recipients' group entitativity on two types of donation (time vs. money). Through three studies, the research demonstrates that high (versus low) group entitativity among the recipients increases donation of time but decreases donation of money. Such differential effects on donation of time versus money are driven by consumers' emotional or cognitive well-being associated with time or money donations. In essay 3, the effect of smile intensity on customer behavior is shown to be moderated by power and salience of ulterior motive. When employees' ulterior motive is not salient to customers, low-power customers evaluate the employee with intensified smiles more favorably compared to high-power customers. In contrast, when ulterior motive is made salient, high-power rather than low-power customers react more positively to smile intensity. Results show that the interactive effects between smile, power, and ulterior motive are driven by customers' warmth and competence perceptions. Collectively, this dissertation focuses on consumers' face-based judgments of individuals and teams, and investigates how such facial cues might influence consumers' attitude, purchase intention, and prosocial behavior.
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Date Issued
2015
Identifier
CFE0005828, ucf:50930
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0005828
Power Effects on Consumer Well-Being: Two Essays on The Power Effects on Donation and Material/Experiential Consumption
Title
Power Effects on Consumer Well-Being: Two Essays on The Power Effects on Donation and Material/Experiential Consumption.
Creator
Liu, Yue, He, Xin, Tafaghodijami, Ata, Massiah, Carolyn, Yang, Xiaojing, Mao, Huifang, University of Central Florida
Abstract / Description
Power is a fundamental concept in social science (Russell 1938), which has gained much academic attention in various disciplines. Two essays of this dissertation examine the theoretical and practical implications of power effects on donation decisions and material/experiential consumption.The first essay demonstrates power's moderating effect on the relationship between publicity and donation. Specifically, it is proposed that powerful people tend to donate more in public (vs. private)...
Show morePower is a fundamental concept in social science (Russell 1938), which has gained much academic attention in various disciplines. Two essays of this dissertation examine the theoretical and practical implications of power effects on donation decisions and material/experiential consumption.The first essay demonstrates power's moderating effect on the relationship between publicity and donation. Specifically, it is proposed that powerful people tend to donate more in public (vs. private) situation, whereas powerless people do not show such a difference. This effect is driven by people's concern about self-presentation in a donation scenario. Additionally, this effect only holds when people strongly believe that high donation enhances others' positive impression of them, but dilutes when such belief is not held. The theorizing is supported across four studies.The second essay focuses on how power influences consumers' preferences for material and experiential products. It is predicted that those who feel powerless tend to spend more of their discretionary money on material products than experiential products. This effect occurs through feelings of resourcefulness caused by possessing material or experiential goods. In addition, this effect is further moderated by implicit theory, such that the impact of power on material versus experience product choice persists for incremental theorists but dissipates for entity theorists. Three experiments provide support to this proposition.Overall, by investigating how power influences people's donation behavior and choice of material/experiential products, this dissertation strengthens the understanding of power's effectson consumer behavior and provides practical implications on how power status can influence consumers' well-being.
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Date Issued
2017
Identifier
CFE0006894, ucf:51710
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0006894