Master of Science / Department of Apparel, Textiles, and Interior Design / Kim Y. Hiller Connell / Purchasing fair trade products is a form of socially responsible consumption. Fair trade is founded on the idea of paying fair wages and providing safe working environments to marginalized producers, typically from developing countries. Baby Boomers, the generational cohort that is the focus of this study, were born between the years 1946 and 1964. The purpose of this thesis is to expand the knowledge base of fair trade consumption related to the Baby Boomer generation. This study makes a positive contribution towards this goal by furthering the understanding of Baby Boomers knowledge about and attitudes towards the fair trade movement, as well as assessing their current level of engagement in purchasing of fair trade products and their perceptions about barriers to purchasing fair trade products to a greater degree. An additional contribution made by this study is the comparison of differences in fair trade knowledge, attitudes, and behaviors of Early versus Late Baby Boomers—a new contribution to the body of knowledge on fair trade. Altogether, 168 Baby Boomers (63 Late Boomers and 105 Early Baby Boomers) participated in the study. Data were collected through an online questionnaire. Questions in the questionnaire focused on: 1) knowledge of the fair trade movement; 2) attitudes about the fair trade movement; 3) fair trade purchasing behaviors; and 4) perceived barriers to fair trade purchasing. Data analysis included a combination of both quantitative (descriptive statistics, independent samples t-tests, and correlation analysis) and qualitative techniques. Guagnano, Stern, and Dietz’s (1995) ABC Model framed the study and Rogers (1983) diffusion theory and the prerequisites for adoption of an innovation guided conceptualization of the barriers to fair trade purchasing. Overall, findings of the study indicated that the participants were knowledgeable about the fair trade movement. They also exhibited positive attitudes towards fair trade but were not willing to compromise on certain product characteristics. The participants were somewhat engaged in a number of fair trade purchasing behaviors and they perceived numerous barriers to purchasing fair trade products. Finally, there were no identifiable differences between the Early and Late Baby Boomers in terms of knowledge, attitudes, or behaviors.

Over the past decade sponsorship has shown high growth as a promotional vehicle. Research has found that positive fit between the event and the sponsor assists in information transference. Using current sponsorship literature this research extends current theory by; 1) identifying three dimensions determining fit; and 2) testing for the effect of sponsor-sponsor fit on brand judgments. Results suggest two dimensions primarily determine fit though both are not found together in either event-sponsor or sponsor-sponsor fit. It was also observed that this fit between sponsors did have an effect on brand attitudes and to be stronger than event-sponsor fit. Managerial implications and directions for future research are advanced in the conclusions.

Temperature-related words such as “hot” and “cold” are often used to describe impulsive and calculated behaviors, respectively. These metaphoric connotations of thermal concepts raise the question as to whether temperature, psychological states and decision making are related to each other, and if so, how. The current research examines these questions and finds support for a relationship. Across four laboratory experiments and two field studies, I demonstrate that both hot temperature primes (e.g., pictures, words, therapeutic packs) and hot ambient temperature trigger decision outcomes in line with the metaphoric association between hot temperature and impulsivity. I suggest that the theory of embodied cognition provides an explanation for these findings.

This dissertation examines whether a nonconscious goal can change preferences between binary options, one favoring a conscious goal (e.g., undiluted but non-healthy iced tea) and the other a nonconscious goal (e.g., diluted but healthy iced tea). Across four laboratory experiments, we demonstrate that when participants are only given a conscious goal (e.g., to choose the tastier drink), the majority of them seek the alternative that is more instrumental to this goal. However, when a nonconscious goal is also primed (e.g., to be healthy), their preferences can shift to the alternative that is perceived to be instrumental to this goal but is inferior from the conscious goal standpoint. We propose a two-stage model to explain these findings. In the first stage, when a nonconscious goal is primed, individuals attend to goal-relevant cues (e.g., health-signaling label) and automatically form a positive evaluation toward the option that facilitates the nonconscious goal relative to the option that does not satisfy the goal. In the second stage, the positive automatic evaluation is then used to distort perceptions of the option’s conscious goal instrumentality such that the option is perceived as having a more favorable taste compared to when the goal is not primed. While the positive automatic evaluation influences the option’s taste, it does not affect the evaluation of the option’s other attributes (e.g., scent, color). By manipulating the timing of nonconscious goal activation and by adopting an evaluative conditioning task, we find support for our conceptual model while ruling out alternative explanations and identifying a boundary condition of task difficulty. The findings of the experiments contribute to the literature on nonconscious goals 1) by showing that these goals can play a central role in decision making when choice options pit them against conscious goals, and 2) by identifying a mechanism (i.e., attribute distortion) that can resolve goal competition in choice.

Temperature-related words such as “hot” and “cold” are often used to describe impulsive and calculated behaviors, respectively. These metaphoric connotations of thermal concepts raise the question as to whether temperature, psychological states and decision making are related to each other, and if so, how. The current research examines these questions and finds support for a relationship. Across four laboratory experiments and two field studies, I demonstrate that both hot temperature primes (e.g., pictures, words, therapeutic packs) and hot ambient temperature trigger decision outcomes in line with the metaphoric association between hot temperature and impulsivity. I suggest that the theory of embodied cognition provides an explanation for these findings.

This dissertation examines whether a nonconscious goal can change preferences between binary options, one favoring a conscious goal (e.g., undiluted but non-healthy iced tea) and the other a nonconscious goal (e.g., diluted but healthy iced tea). Across four laboratory experiments, we demonstrate that when participants are only given a conscious goal (e.g., to choose the tastier drink), the majority of them seek the alternative that is more instrumental to this goal. However, when a nonconscious goal is also primed (e.g., to be healthy), their preferences can shift to the alternative that is perceived to be instrumental to this goal but is inferior from the conscious goal standpoint. We propose a two-stage model to explain these findings. In the first stage, when a nonconscious goal is primed, individuals attend to goal-relevant cues (e.g., health-signaling label) and automatically form a positive evaluation toward the option that facilitates the nonconscious goal relative to the option that does not satisfy the goal. In the second stage, the positive automatic evaluation is then used to distort perceptions of the option’s conscious goal instrumentality such that the option is perceived as having a more favorable taste compared to when the goal is not primed. While the positive automatic evaluation influences the option’s taste, it does not affect the evaluation of the option’s other attributes (e.g., scent, color). By manipulating the timing of nonconscious goal activation and by adopting an evaluative conditioning task, we find support for our conceptual model while ruling out alternative explanations and identifying a boundary condition of task difficulty. The findings of the experiments contribute to the literature on nonconscious goals 1) by showing that these goals can play a central role in decision making when choice options pit them against conscious goals, and 2) by identifying a mechanism (i.e., attribute distortion) that can resolve goal competition in choice.

Master of Science / Department of Hospitality Management and Dietetics / Betsy Barrett / Alcoholic beverages and on premise alcoholic beverage retailers have become important to the food and beverage industry in the past three millennia. On premise consumption of alcoholic beverages is necessary for income in bars which makes it crucial for alcoholic beverage producers and retailers to identify methods to increase sales and consumption of their products. One method used by retailers and producers is to market their product at the point of sale (POS). However, the effectiveness of various POS marketing methods can vary depending on the demographics of the consumer cohort being targeted. The Generation Y cohort is reaching legal drinking age and is quickly becoming the majority of customers patronizing bars. Because many members of Generation Y are new to the drinking and bar scene, point of sale marketing may be an effective method of introducing Generation Y to high profit beverages. Currently, 33% of all alcohol beverage marketing expenditures target customers at the point of sale. Therefore, the purpose of this study was to investigate how components of on-premise marketing methods, along with demographics, influence Generation Y’s purchasing decisions in bars. The sample was 216 members of Generation Y from across the country. Instrument development included a review of literature, three focus groups, a pilot study and a review by three industry experts. The final survey was distributed nationwide by Zoomerang.com. T-tests, ANOVA, factor analysis, and regression were used for data analysis. Results indicated that respondents patronized local bars and usually once a week, they drank regular beer, and spent an average of $23 per outing. Males, non-whites, and those who patronize bars on a weekly basis were significantly more likely to purchase alcoholic beverages based on POS logoed items at a bar. However, most respondents indicated that POS logoed items had no impact on their decisions and that assurance marketing was more important. Future studies need to be conducted focusing on either assurance marketing or logoed items. Also, demographic specific studies could be useful for local bars.

Network strategy in the New Zealand wine industry: how firms in an industry understand and use their business relationshipsThis theory-building study offers new theoretical explanations for how and why companies within a case industry use relationships in their strategies. Using qualitative data from multiple case studies within the New Zealand wine industry, the thesis captures and explains the strategic heterogeneity of diverse patterns of relationships and network interactions and how these are used strategically. Drawing on strategic management and business network theory, it emphasises how firms value their relationships in strategy, that is, how they contribute to strategy formation process and realisation outcomes. The study builds new interpretations and extends theory through in-depth exploration, providing two extensive typologies of relationships, one categorised according to the range of relationships, their functions, content and contribution to strategy, and another according to strategies and how relationships are used in their realisation. A model of relationship drivers in strategy is then developed, tested, and refined to show the purposes and outcomes of relationships and clarify the processes and conditions under which they arise and are used within an industry. The data support converging assumptions in strategic management and business network theory on the connectedness of firms in business relationships and the embeddedness of economic action in ongoing ties within social structures. Concepts of intentionality and emergence are used to show that emergence primarily arises out of intentionality.Understanding of relationships was based on the historically collective nature of the industry, on personal values, experience or approaches to relationships, on firm level strategy, especially decisions around grow, buy or connect options, and whether the firm aimed to control resources and activities internally or used relationships to achieve strategic goals. Firms focused on (in order of priority): resource-based input requirements, activity-based capability related strategies and actor-based values and these inputs operated at three levels which, singly or in combination, drove the diverse use of relationships: firm level strategy influences, relationship level influences and industry environment level influences. Two frameworks emerge which have strong explanatory power. One models how firms understanding and value placed on relationships is integrated into strategy processes. Another integrates concepts in a new way to show the main pathways through ways of understanding relationship development and use in strategy.

Network strategy in the New Zealand wine industry: how firms in an industry understand and use their business relationshipsThis theory-building study offers new theoretical explanations for how and why companies within a case industry use relationships in their strategies. Using qualitative data from multiple case studies within the New Zealand wine industry, the thesis captures and explains the strategic heterogeneity of diverse patterns of relationships and network interactions and how these are used strategically. Drawing on strategic management and business network theory, it emphasises how firms value their relationships in strategy, that is, how they contribute to strategy formation process and realisation outcomes. The study builds new interpretations and extends theory through in-depth exploration, providing two extensive typologies of relationships, one categorised according to the range of relationships, their functions, content and contribution to strategy, and another according to strategies and how relationships are used in their realisation. A model of relationship drivers in strategy is then developed, tested, and refined to show the purposes and outcomes of relationships and clarify the processes and conditions under which they arise and are used within an industry. The data support converging assumptions in strategic management and business network theory on the connectedness of firms in business relationships and the embeddedness of economic action in ongoing ties within social structures. Concepts of intentionality and emergence are used to show that emergence primarily arises out of intentionality.Understanding of relationships was based on the historically collective nature of the industry, on personal values, experience or approaches to relationships, on firm level strategy, especially decisions around grow, buy or connect options, and whether the firm aimed to control resources and activities internally or used relationships to achieve strategic goals. Firms focused on (in order of priority): resource-based input requirements, activity-based capability related strategies and actor-based values and these inputs operated at three levels which, singly or in combination, drove the diverse use of relationships: firm level strategy influences, relationship level influences and industry environment level influences. Two frameworks emerge which have strong explanatory power. One models how firms understanding and value placed on relationships is integrated into strategy processes. Another integrates concepts in a new way to show the main pathways through ways of understanding relationship development and use in strategy.

Network strategy in the New Zealand wine industry: how firms in an industry understand and use their business relationshipsThis theory-building study offers new theoretical explanations for how and why companies within a case industry use relationships in their strategies. Using qualitative data from multiple case studies within the New Zealand wine industry, the thesis captures and explains the strategic heterogeneity of diverse patterns of relationships and network interactions and how these are used strategically. Drawing on strategic management and business network theory, it emphasises how firms value their relationships in strategy, that is, how they contribute to strategy formation process and realisation outcomes. The study builds new interpretations and extends theory through in-depth exploration, providing two extensive typologies of relationships, one categorised according to the range of relationships, their functions, content and contribution to strategy, and another according to strategies and how relationships are used in their realisation. A model of relationship drivers in strategy is then developed, tested, and refined to show the purposes and outcomes of relationships and clarify the processes and conditions under which they arise and are used within an industry. The data support converging assumptions in strategic management and business network theory on the connectedness of firms in business relationships and the embeddedness of economic action in ongoing ties within social structures. Concepts of intentionality and emergence are used to show that emergence primarily arises out of intentionality.Understanding of relationships was based on the historically collective nature of the industry, on personal values, experience or approaches to relationships, on firm level strategy, especially decisions around grow, buy or connect options, and whether the firm aimed to control resources and activities internally or used relationships to achieve strategic goals. Firms focused on (in order of priority): resource-based input requirements, activity-based capability related strategies and actor-based values and these inputs operated at three levels which, singly or in combination, drove the diverse use of relationships: firm level strategy influences, relationship level influences and industry environment level influences. Two frameworks emerge which have strong explanatory power. One models how firms understanding and value placed on relationships is integrated into strategy processes. Another integrates concepts in a new way to show the main pathways through ways of understanding relationship development and use in strategy.