Research on underdogs has suggested that consumers feel sympathy for and a desire to support the underdog. However, it is unclear how their evaluations of the underdog will change if they receive negative information about it. The current research aims to explore the role of negative word-of-mouth of the underdog, compared to the top dog, in consumers’ brand attitude, brand value, and purchase intention. Specifically, drawing on two streams of research, two competing hypotheses are proposed and tested. An experiment was conducted with online consumer panel members. Consistent with confirmation bias and familiarity principle, the results supported a hypothesis that an underdog brand suffers more than a top dog brand from negative online word-of-mouth. Theoretical and practical implications of these findings along with future research directions are discussed.

The objectives of this study were: (1) to evaluate consumer acceptance of cheeses varying in fat and sodium levels, (2) to determine if sensitivity to reward and body mass index has an effect on product liking based on fat or salt content, (3) to evaluate the use of FaceReader technology during consumer evaluation and, (4) to determine if consumer’s self-selected, conscious emotions matched with the expressed, subconscious emotions acquired by FaceReader. Consumer acceptance testing (n=108) was conducted on two medium cheddar cheeses with varying fat levels and two low-moisture part-skim mozzarella cheeses varying in sodium levels. Attributes were measured using a 9-point hedonic scale. In order to measure reward sensitivity, participants completed the BIS/BAS questionnaire and the SPSRQ prior to consumer acceptance testing. SIMS sensory software was used for data collection. The complete consumption experience was video recorded (n=83). A choose-all-that-apply format was used so participants could indicate all emotional states before and after consumption. A total of 332 pairs of videos (83 subjects, four samples, before and after consumption) were used for FaceReader analysis. Regular cheddar cheese scored significantly higher than the reduced fat cheddar cheese for mean overall liking, flavor, texture, creaminess, saltiness and aftertaste. The higher sodium mozzarella scored significantly higher than the lower sodium mozzarella for mean flavor, saltiness and aftertaste (p FaceReader Results indicated: Neutral was the most accurately matched self-selected emotion (100%) before and after consumption, followed by happy (82% and 63% respectively). FaceReader was unable to correctly match surprised/angry before consumption and angry/sad after consumption. FaceReader acquired 420 and 495 additional non-self-selected emotions before and after consumption, respectively. Neutral and angry were most commonly expressed when not self-selected. Disgusted and scared were rarely expressed when not self-selected. FaceReader was not as successful matching the self-selected emotions after consumption. Surprised and happy were commonly missed both before and after consumption. Disgusted was missed primarily after consumption. "Happy" is self-selected and expressed more times for regular cheddar than the reduced fat cheddar. The mean overall liking score was also significantly higher for the regular cheddar than reduced fat cheddar. Similar results were found with mozzarella. Although low fat and low sodium cheeses represent a healthier option, consumer acceptance indicated that the higher fat and higher sodium samples scored higher; changes in flavor and texture need to be made in order to produce a more liked product. There is a complex relationship between product liking, body mass index, gender and sensitivity to reward but further research needs to be conducted to investigate how the variables interact. FaceReader technology did match some of the self-selected emotions identified by the subject. However, one question remains: which emotions, self-selected/conscious emotions or subconscious/expressed emotions, are a better predictor of liking?

In the retail environment, the salesperson is a strong factor of influence in consumer ´s decision process because a store image and ability to build loyalty can heavily depend on the ability and characteristics of the salesperson (Engel, Blackwell, & Miniard, 1995). A consumer may fully anticipate buying, but this intention may change if the salesperson´s performance is not satisfactory. Engel et al. (1995) indicated that appearance is an important characteristic of the salesperson. Clothing is an essential part of the salesperson´s appearance and it can transmit many meanings, such as identity, mood, and attitude (Stone, 1962). Hawkins, Best, and Coney (1998) indicated that consumers in different age groups have different attitudes, values, and behaviors. The purpose of this study is to determine the influence of consumer age and the clothing type of the salesperson in the apparel consumer satisfaction process. Based on the previous literatures, a conceptual model was developed as a framework of the study. This model suggests that consumer age and the clothing type of the salesperson influence consumer attitude toward the salesperson, which in turn influences consumer expectation and evaluation of the salesperson´s performance. Consumer expectation and evaluation of the salesperson´s performance, and expectancy disconfirmation (i.e., the confirmation/ disconfirmation between consumer expectation and evaluation of the salesperson´s performance) are three factors that influence consumer satisfaction with the salesperson´s performance. Six hypotheses were generated to test this model. A 2 x 2 between-subjects factorial design was used with two age groups (adolescents and the elderly) and two clothing types of the salesperson (formal and informal). Two questionnaires with the same scenario, but two pictures of the salesperson with the different clothing types, were developed as the measurement of instrument. The participants were 120 adolescent males 16 to 19 years old and 120 elderly males 65 years and older. Results indicated that a significant interaction existed between consumer age and the clothing type of the salesperson in consumer attitude toward the salesperson. Adolescent participants had a more positive attitude toward the salesperson with an informal clothing type. On the other hand, elderly participants had a significantly more positive attitude toward the salesperson with a formal clothing type. Significantly positive relationships were found between consumer attitude toward the salesperson and consumer expectation and evaluation of the salesperson´s performance. These results indicated that a more positive attitude toward the salesperson was related to a higher expectation and evaluation of the salesperson´s performance. Significantly positive relationships were also found between consumer expectation and consumer satisfaction, and consumer evaluation and consumer satisfaction. A higher expectation and evaluation of the salesperson´s performance was related to a higher satisfaction with the salesperson´s performance. When the relationship between expectancy confirmation/disconfirmation and consumer satisfaction was examined, results indicated that participants were more satisfied with the salesperson´s performance when their evaluations of the salesperson´s performance were equal or better than their expectations, than when their evaluations were worse than their expectations. The results of this study suggest that consumer age and the clothing type of the salesperson influences consumer satisfaction with the salesperson. Several marketing applications were discussed and recommendation was given for the future study. / Master of Science

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The value of secondary brand associations has been discussed in the literature for decades. Companies are transferring their brand building to retailers (Bruwer, Li et al. 2002 ), therefore, it is very important to understand the impact of retailers on the product brand and consumers’ decision making processes when considering other relevant sources of brand associations. However, in the wine environment, few published studies have been carried out to examine the association with retailers. Thus, the primary aim of this study is to examine whether this association transfers value to the image of wine brand and influences consumers’ behaviour. Also, the impact of ethnicity on the consumer’s decision making process will be taken into account. This research specifically provides insight into Christchurch’s wine retailing industry. Owing to the limited time and resources, the wine drinking community in Christchurch has been divided into two groups (European and Non-European). Europeans (150) and Non-Europeans (50) were recruited for the sample. Two research models and six main hypotheses were established to analyze the relationships between brand associations, perceived brand image and consumer behaviour. Research was conducted to collect quantitative data by using questionnaires, including rating scales and multiple choice questions. Face to face interviews and self-administered methods were employed. Participants were recruited by using a combination of convenience sampling, quota sampling and random sampling. A statistical programme called the Statistical Package for the Social Sciences (SPSS) was used to analyse the data. From the results it was found that associations including the packaging, characteristics, quality, country of origin, producer of the wine, retailer or staff qualities have a positive impact on the spending on wine. In particular, the kinds of retailers make differences to consumers’ expected wine budgets. The results also suggested that the evaluation patterns and perceptions of wine are different in the two ethnic groups.