Marketing Theses and Dissertations
Permanent URI for this collectionhttp://hdl.handle.net/1903/2790
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Item A Multi-Method Examination of Partitioned Pricing(2015) Abraham, Ajay Thomas; Hamilton, Rebecca W; Business and Management: Marketing; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)This dissertation investigates the relationship between partitioned pricing (Morwitz, Greenleaf, and Johnson 1998) and dependent variables such as demand, preference, and attention. The first essay proposes a theoretical framework to examine extant and new moderators of partitioned pricing, classifying moderators based on the source of their impact as presentational, evaluative, or attentional. A meta-analysis of 17 years of research on partitioned pricing examines 149 observations from 43 studies in 27 papers (N = 12,878). The perceived benefit of the surcharge and the typicality of partitioning the surcharge in the category emerge as robust moderators of the effect of partitioned pricing on consumer demand. Surcharges for components perceived to provide high benefit and highly typical surcharges make partitioned prices more attractive. Replicating the meta-analytic effects of typicality, a follow-up experiment shows a more positive effect of partitioning on preference for typical surcharges than for atypical surcharges, and an eye-tracking experiment offers insight into the underlying mechanism by showing that people pay more attention to atypical surcharges than to typical surcharges. Different pricing strategies in the same market suggest different beliefs about the efficacy of partitioning prices on consumers' preferences. The second essay in this dissertation explores the impact of two countervailing theoretical influences that may predict how the numerical magnitude of surcharges can affect preferences. "Base price anchoring" suggests that as the magnitude of the surcharge increases (holding the total price constant), consumers may anchor on a lower base price, leading them to evaluate partitioned prices more favorably. In contrast, "surcharge salience" suggests that as the magnitude of the surcharge increases, attention to the surcharge increases, and evaluations of partitioned prices decrease. An analysis of eBay auction data reveals support for the influence of base price anchoring, and a follow-up experiment suggests that this mechanism dominates at lower levels of surcharge magnitude whereas surcharge salience dominates at higher levels of surcharge magnitude. Finally, an eye-tracking study demonstrates the influence of surcharge salience on preference and attention.Item THE ROLE OF SELF-BRAND CONNECTION IN BRAND PRIMING AND BRAND CO-CREATION CONTEXTS(2014) Johnson, Heather Macrea; Kirmani, Amna; Business and Management: Marketing; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)This dissertation includes two essays that examine how self-brand connection influences brand-related behaviors in different contexts. Essay I investigates conditions under which brand primes can lead to decreased behavioral intentions toward the brand not shown in prior brand priming research (Berger and Fitzsimons 2008; Ferraro, Bettman, and Chartrand 2009). We identify the type of association primed (core vs. non-core) as an important factor in determining whether positive or negative brand priming effects will occur for consumers with low vs. high self-brand connection (SBC; Escalas and Bettman 2003). Studies 1 and 2 find support for the notion that high (vs. low) SBC consumers' brand associative networks have stronger links between core associations and brand and overlap between the self and core associations. Studies 3 and 4 show that when SBC is low, priming core and non-core associations leads to increased behavioral intentions found in prior work (Berger and Fitzsimons 2008). When SBC is high, however, priming a non-core association decreases behavioral intentions, while priming a core association does not affect behavioral intentions. Thus, contrary to prior research (Park et al. 2010), we show that higher SBC may result in lower behavioral intentions under certain conditions. Essay II explores the conditions under which brief brand co-creation activities are effective in enhancing high (vs. low) SBC consumers' subsequent brand engagement in social media, such as liking the brand on Facebook and sharing brand promotions with others. Many brand marketers offer interactive activities that enable consumers to participate in the ongoing development of the brand, such as telling their own stories about the brand or evaluating other consumers' stories. We offer evidence that these co-creation activities vary according to their potential to create brand knowledge. We then examine how consumers' self-brand connection and the co-creation activity's brand knowledge potential interact to affect brand engagement. Across three studies, we demonstrate that high SBC (i.e., loyal) consumers intend to engage more deeply with the brand after participating in high rather than low brand knowledge potential co-creation activities. We show that generation of original, personal brand meaning underlies the effect.Item LEARNING MECHANSIMS AND HEALTH INFORMATION TECHNOLOGY(2012) Kothari, Anupama Kunal; Agarwal, Ritu; Viswanathan, Siva; Business and Management: Marketing; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)Health information technology (HIT) is gaining momentum and widespread use globally in healthcare institutions through the implementation and use of HIT such as telemedicine and electronic medical records. Literature has discussed various aspects of health information technology such as increasing the accessibility of healthcare, improving the efficacy and reducing associated errors. However, the potential of HIT as a medium of learning has largely been ignored by extant literature. This dissertation seeks to understand the mechanisms of learning in the context of health information technologies, specifically- telemedicine and electronic medical records. The two essays investigate the characteristics of learning under telemedicine and under electronic records. The first essay uses a quantitative mode of investigation, while the second essay utilizes a qualitative mode of research. The first essay deals with telemedicine, a healthcare information technology that provides healthcare across geographic boundaries. The essay investigates how the telemedicine process facilitates synchronous learning in terms of a facilitator-learner theoretical model. It explores the impact of facilitator characteristics and learner characteristics on synchronous learning. Additionally, the essay also examines the impact of organizational variables such as technology on the relationship between learning and facilitator-learner mechanics. Data for this essay is drawn from surveys administered over several hospitals that use telemedicine in India. The second essay studies the role of electronic medical records in information dissemination and learning. In this essay, the role of electronic medical records in providing healthcare personnel with asynchronous learning opportunities is investigated. It explores the impact of individual and organizational factors on discovery learning through electronic medical records. The essay identifies factors such as case complexity, status, familiarity with technology and clinical specialty that influence learning through electronic medical records. The second essay draws on interviews of members of a healthcare team in a multiple specialty hospital that uses electronic medical records. Together, the essays explore various aspects of learning through health information technology, including synchronous learning, asynschronous learning, learning mechanics and motivations for learning.Item Marketing Applications of Social Tagging Networks(2012) Nam, Hyoryung; Kannan, P.K.; Joshi, Yogesh; Business and Management: Marketing; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)This dissertation focuses on marketing applications of social tagging networks. Social tagging is a new way to share and categorize content, allowing users to express their perceptions and feelings with respect to concepts such as brands and firms with their own keywords, “tags.” The associative information in social tagging networks provides marketers with a rich source of information reflecting consumers’ mental representations of a brand/firm/product. The first essay presents a methodology to create “social tag maps,” brand associative networks derived from social tags. The proposed approach reflects a significant improvement towards understanding brand associations compared to conventional techniques (e.g., brand concept maps and recent text mining techniques), and helps marketers to track real-time updates in a brand’s associative network and dynamically visualize the relative competitive position of their brand. The second essay investigates how information contained in social tags acts as proxy measures of brand assets that track and predict the financial valuation of firms using the data collected from a social bookmarking website, del.icio.us, for 61 firms across 16 industries. The results suggest that brand asset metrics based on social tags explain stock return. Specifically, an increase in social attention and connectedness to competitors is shown to be positively related to stock return for less prominent brands, while for prominent brands associative uniqueness and evaluation valence is found to be more significantly related to stock return. The findings suggest to marketing practitioners a new way to proactively improve brand assets for impacting a firm’s financial performance. The third essay investigates whether the position of products on social tagging networks can predict sales dynamics. We find that (1) books in long tail can increase sales by being strongly linked to well-known keywords with high degree centrality and (2) top sellers can be better sellers by creating dense content clusters rather than connecting them to well-known keywords with high degree centrality. Our findings suggest that marketing managers better understand a user community’s perception of products and potentially influence product sales by taking into account the positioning of their products within social tagging networks.