Browsing Marketing Theses and Dissertations by Title

Now showing items 1-20 of 34

    • Advances in Mathematical Models in Marketing 

      Aravindakshan, Ashwin (2007-04-18)
      This dissertation comprises a series of three essays that relate advances made to both theoretical and empirical issues in marketing. The first essay discusses the issue of endogeneity of market share and price in logit ...
    • Antecedents of Dishonest Consumer Behavior 

      Kang, In Hye (2019)
      Consumers engage in a wide range of dishonest behaviors, such as cheating or lying to companies for financial rewards. These dishonest behaviors are costly for companies and consumers. However, relatively little research ...
    • Aspects of Online Reviews and their Effects on Consumer Decisions 

      Watson, Jared Joseph (2018)
      This dissertation examines different aspects of online reviews and their effects in consumer decisions. Online reviews are proliferating at a tremendous rate, with most consumers now stating that online reviews are the ...
    • ATTRIBUTION MODELING AND MARKETING RESOURCE ALLOCATION IN AN ONLINE ENVIRONMENT 

      Li, Hongshuang (2014)
      This dissertation contains one conceptual framework and two essays on the attribution modeling and marketing resource allocation in digital marketing. Chapter II presents the conceptual framework for attribution modeling ...
    • Consumption and the Dynamics of Consumer Choice 

      Arens, Zachary Glenn (2012)
      This dissertation includes three essays that investigate how aspects of the choice process influence consumption, attitudes and motivation. The first essay explores how the stage of consumption of the chosen alternative ...
    • DERIVING HAPPINESS FROM CONSUMPTION: TOWARDS AN UNDERSTANDING OF ENJOYMENT IN CONSUMER CONSUMPTION 

      Wu, Yuechen (2019)
      This dissertation includes three essays that investigate factors that influence how much enjoyment consumers derive from their various daily consumption. The first essay examines whether and when shared experiences are ...
    • DYNAMIC CONSUMER DECISION MAKING PROCESS IN E-COMMERCE 

      Shi, Wei (2011)
      This dissertation studies the dynamic decision making process in E-commerce. In the first essay, we use eye tracking to investigate how consumers make information acquisition decisions on attribute-by-product matrices in ...
    • Effects of Performance Schedules on Event Ticket Sales 

      Tseng, Peggy Hui-Hsing (2009)
      Event scheduling is one of many important decisions facing event marketers in the entertainment industry (i.e., how should multiple performances be scheduled across markets, across venues, and over time?). While there is ...
    • Essays in Strategic Marketing 

      Healey, John (2015)
      Essay 1 focuses on purchasing behavior in the video game market, which can be conceptualized as a two-stage process where users first purchase a console and then purchase content for that console. Prior research on ...
    • Essays on Digital Content Provision and Consumption 

      Wang, Chutian (2022)
      Consumption of digital content has become an inseparable part of consumers' lives today. As providers of digital content, media platforms continuously seek to pursue pricing and product design strategies that increase their ...
    • Essays on Making Interdependent Decisions and Their Evaluations 

      Oza, Shweta S (2007-04-30)
      This dissertation comprises of two essays that investigate factors influencing interdependent decision-making and the evaluations of such decision outcomes. In the first essay, we examine the influence of time taken by ...
    • ESSAYS ON MARKETING MODEL APPLICATIONS FOR ONLINE AND OFFLINE COMMUNITIES 

      Gao, Jing (2011)
      Social interactions in a community influence perceptions and values of members of the community. Recently Web 2.0 technologies have stimulated rapid growth of online communities, where communications between participants ...
    • Essays on New Product Development 

      Luo, Lan (2005-05-17)
      My dissertation comprises three essays that theoretically and empirically investigate three managerial relevant issues in new product development. In the first essay, our focus is to develop a methodology that allows ...
    • From One to Many: Toward an Understanding of Multiple Means and Multiple Goals 

      Etkin, Jordan (2013)
      Consumers often use products, services, and behaviors to help them pursue their multiple goals. They eat fresh produce to be healthy, buy suits to look professional at work, and buy movie tickets to relax and have fun. ...
    • HOW AND WHEN SIGNALING IMPACTS CONSUMPTION 

      Kim, Nicole You Jeung (2021)
      This dissertation includes three essays that investigate the impact of signals that certain consumption choices can send to other consumers. In particular, each essay focuses on how consumers’ consumption-related decisions ...
    • THE INFLUENCE OF CONSUMER MOTIVATIONS ON CONSUMPTION INTENTIONS AND BEHAVIOR 

      Espinoza, Francine (2009)
      This Dissertation comprises two essays that investigate how consumers' different motivations affect their cognitive responses and consumption behavior. Essay 1 shows that consumers' motivation to rely on their own opinion ...
    • Influencing Consumers' Preferences: The Effects of Mental Construal and Mode of Information Processing 

      Thompson, Debora Viana (2006-03-27)
      This dissertation comprises a series of three essays that investigate the influence of consumers' mental construal and information processing on product evaluations. In the first essay, we examine shifts in consumers' ...
    • AN INVESTIGATION INTO THE IMPACT OF SEX ROLE IDENTITY ON THE EFFECTIVE PERFORMANCE OF SALESWOMEN 

      Bowers Comer, Lucette (1988)
      Because of an increasing shortage of qualified salespersonnel, recruiters for sales positions are very receptive to female applicants. Despite this, sex-discrimination is still detectable in the market place. Some sales ...
    • Investigations of Factors that Affect Consumers' Online Word Of Mouth Behavior 

      Chen, Yu-Jen (2013)
      This dissertation includes two essays investigating factors that affect consumers' online word of mouth (WOM) behavior. The first essay studies how consumers as online posters make an online forum choice decision when they ...
    • LEARNING MECHANSIMS AND HEALTH INFORMATION TECHNOLOGY 

      Kothari, Anupama Kunal (2012)
      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 ...