Marketing
Consumers' Preferences for Delayed Incentive Offerings in a Competitive Environment: The Role of Future Time Orientation
This project empirically examines consumers' preferences for incentive offerings and the moderating impact of orientation towards the future.
Sponsor: State of Oklahoma
PIs: Terry Bristol and Douglas Amyx
Consumers' Beliefs Resulting From Conceptual Combinations: Conjunctive Inferences about Brand Extensions
This project examines how a conceptual combination framework can be used to study marketing phenomenon by empirically examining such applications in a brand extension context.
Sponsor: State of Oklahoma
PI: Terry Bristol
Persuading Senior Adults: The Influence of Endorser Age on Brand Attitudes
This project examines the influence of endorser age on the brand attitudes of senior adult consumers.
Sponsor: State of Oklahoma
PI: Terry Bristol
The Effects of Extending on the Brand: Sources of Reciprocal Effect
This project examines the feedback effects of brand extension on the parent brand.
Sponsor: State of Oklahoma
PIs: Terry Bristol, Goutam Chakraborty, and M. Senthil Kumar
Exploring the Atmosphere Created by Focus Group Interviews
This project describes the atmosphere created by focus group interviews as perceived by participants.
Sponsor: State of Oklahoma
PIs: Terry Bristol
Edward F. Fern (Virginia Polytechnic Institute and State University)
Diagnosing Perceived Quality in the Medical Service Channel Via the Marketing Lens Model
In this study, we examine how three parties (patient, referring physician and specialist physician) involved in the health care delivery systems view the perceived quality of services provided by a hospital. We use Marketing Lens Model (an adaptation of Brunswick's Lens model) to guide our analysis.
Sponsors: State of Oklahoma and Saint Francis Hospital, Tulsa
PIs: John C. Mowen and Goutam Chakraborty
Jane W. Licata (Louisiana State University)
Improving Brand Performance by Altering Consumers' Brand Uncertainty
In this study, we explore the use of a relatively new modeling technique (probabilistic multidimensional scaling) to generate insights into consumers uncertainty about existing brands in the marketplace. We also discuss how managers may be able to use these insights to improve their brand performance.
Sponsor: Oklahoma State University
PIs: Goutam Chakraborty
Amit K.Ghosh and Debra Bunch Ghosh (Cleveland State University)
The Symbolic Role of Animals in Print Advertising: Content Analysis and Conceptual Development
In this research, we first develop a model to examine the symbolic role that animals play in advertising. We then use this model to content-analyze over 500 print ads featuring animals. Our results indicate an interdependence between type of animals used in the ads, how the animals are depicted (with or without human-like qualities), and the product class.
Sponsor: State of Oklahoma
PIs: Nancy Spears, John C. Mowen, and Goutam Chakraborty
The Contribution of Values and Attributes in Segmenting the Market for a Luxury Product: The Case of American, German, and Japanese Luxury Car Purchasers
In this study, we use discriminant analysis to predict consumers' choice of luxury automobiles using the list of values (LOV) scale. Our results indicate that the values consumers endorse have a strong influence on their decision to purchase different brands of luxury cars. More importantly, we find that values play a role even when we control for consumers' perceived importance of different attributes of luxury cars. We use these results to suggest that luxury auto makers need to go beyond attribute-based advertising to affect consumers' decisions about luxury cars.
Sponsor: State of Oklahoma
PIs: Ajay S.Sukhdial and Goutam Chakraborty
Eric K. Steger (East Central University)
University Development Program Between Oklahoma State University and the Varna University of Economics
The College of Business Administration assisted Varna University in the comprehensive integration of market concepts and theories into its instruction and research programs. This included a three-week visit to the U.S. by four Varna faculty members, a semester at Varna University by an OSU faculty member, and six additional multi-week trips to Varna University by OSU faculty.
Sponsor: United States Information Agency
PIs: Stephen J. Miller, Andreas Savvides, Robert L. Sandmeyer, Ronald K. Miller, Vance H. Fried, Gerald M. Lage, and Keith D. Willett
The Role of Organizational Learning in Effective Internal Customer Service
This study examines the concept of organizational learning regarding customer satisfaction. Special attention is given to the organizational structure and strategy choices that support such learning.
Sponsor: State of Oklahoma
PIs: Stephen J. Miller
Cindy Claycomb (Wichita State University)
Oriental Culture and Implementation of Market Orientation: The Chinese Case
This study examines the elements of oriental culture conducive to implementation of a marketing orientation. Then, the implications for Western marketers in managing across borders are explored.
Sponsor: State of Oklahoma
PIs: Stephen J. Miller and Xiaohua Lin
The Quality Lens Model: Conflicts Among Patients, Referring Physicians, and Specialist Physicians of Service Quality
The research tested the ability of the Quality Lens Model to diagnose sources of conflict among referring physicians, specialist physicians, and patients.
Sponsor: Saint Francis Hospital, Tulsa, Oklahoma
PIs: John C. Mowen and Goutam Chakraborty
Jane Licata (Louisiana State University)
Developing Elements of Consumer Health Care Information System
The research resulted in the development of a consumer satisfaction survey for health caregivers and of a manual for installing a consumer hotline for managed care health services.
Sponsor: State of Oklahoma
PI: John C. Mowen
Advancing Versus Delaying Payments and Consumers' Time Orientation: A Personal Selling Experiment
The research revealed that customers possess different time orientations (present versus future oriented) and that the orientation influences their preferences for "paying now" or "delaying payment" in a simulated car purchase task.
Sponsor: State of Oklahoma
PIs: Doug Amyx and John C. Mowen
The Symbolic Role of Animals in Print Advertising: A Content Analysis
The research investigated the factors influencing the choice of the type of animal to feature in print advertisements based upon the cultural meaning of the animal.
Sponsor: State of Oklahoma
PIs: Nancy Spears, John C. Mowen, and Goutam Chakraborty
Risk Taking in Sales Force Selection Decisions: The Impact of Decision Frame and Time
The research investigated decisions by sales managers to hire sales personnel based upon the joint impact of the variability in the previous performance of the employee and of the length of time until the new hire must deal with a critical customer.
Sponsor: State of Oklahoma
PIs: John C. Mowen and Thomas H. Stone
Greg Marshall (University of South Florida)
Computer Assisted Technology Transfer: Virtual Enterprise Project
The project is designed to: (a) reduce both the cost and time required to product replacement parts needed by Department of Defense aircraft, and (b) enhance the ability of small and medium firms to prosper in an EC/EDI environment.
Sponsor: Department of Defense (Defense Logistics Agency)
PIs: Joshua L. Wiener, Ramesh Sharda, and Gary L. Frankwick
Measuring Deception
A methodology for quantifying consumer loss from misleading claims is developed and tested.
Sponsor: State of Oklahoma
PI: Joshua L. Wiener
Social Conformity and Cooperative Behavior
The impact of a neighbor's recycling behavior on an individual's own behavior is investigated.
Sponsor: State of Oklahoma
PIs: Joshua L. Wiener and Goutam Chakraborty
Adaptive Selling Behavior: When is it Cost-Effective?
The situational factors that will determine the cost-effectiveness of adaptive selling are identified, and the model's predictions are then tested.
Sponsor: State of Oklahoma
PIs: Joshua L. Wiener and Gary L. Frankwick
Steve Porter (Wichita State University)
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