Given unprecedented shifts in the U.S. demography marked by rapid growth in Hispanic, Asian and other ethnic market segments, marketing scholars and practitioners are confronting ways to cultivate ethnic consumers' brand preference formation, retail patronage and their ensuring consumption choices. Food is cited as a common signifier for consumers’ ethnic/cultural identity because food itself is a cultural symbol. However, little research has examined the influences of ethnic identities on consumers’ patronage behaviors of ethnic-themed restaurants. Thus, this dissertation critically explores the impact of ethnic identity and motivational factors to better understand consumers' choices of ethnic-themed restaurants with a mix-method approach. The present research investigates how ethnic identity and consumers’ need for uniqueness interplay with perceived authenticity in consumers’ patronage intention of ethnic-themed restaurants. The findings advocate the interplay among ethnic identity, consumers’ need for uniqueness, and perceived authenticity of general consumers in decision making choices of patronizing ethnic-themed restaurants. The findings have important implications for market segmentation guiding the owners of ethnic-themed restaurant the choice of environmental cues to encourage patronage intentions among general consumers. Furthermore, this study provides additional insights about motivating factors affecting decision making of patronizing ethnic-themed restaurants and contributes to the stream of research by enhancing understanding of marketing ethnic-themed restaurant in a multi-cultural society.

The purpose of this research is to empirically investigate consumers' health care decision choices in a dynamic market setting. The unprecedented demands on the U.S. health care system coupled with the mounting controversies surrounding health care reform suggest that consumers' health care decisions warrant empirical research attention. Toward this end, this dissertation empirically explored (1) the characteristics of consumers who possess a willingness to use non-conventional treatments over conventional treatments, (2) the characteristics of consumers who elect self-medication in lieu of health care practitioner-directed medication, and (3) the salient dimensions of consumers' channel choice for the procurement of health care products. Each of these decision choice factors were tested across two U.S. generational segments to assess whether differences existed across Baby Boomers' and Gen Yers' health care decision choices. The conceptual framework for empirical assessment is Bandura's (1986) social cognitive theory. From Bandura's social cognitive theory, a general model of healthcare decision choice is proposed to assess consumers' states of mind, states of being and states of action (decision choice). Results indicate that social cognitive factors (e.g., self-efficacy, objectivism) play an important role in each of the decision domains explored in this dissertation. Moreover, health value was found to be an important moderator between the social cognitive factors and health care decision choices. The predictors of the health care decision choices were found to vary across the Baby Boomers and Generation Yers on several dimensions, confirming the notion that generational differences may be a salient dimension of consumers' health care decision choice. The research offers several implications for practitioners, academicians and policy makers. Both descriptive and normative implications are gleaned from the research findings. Most notably, the results indicate that consumers' social cognitive factors and health value may be mechanisms for managing health care decisions.

The purpose of this study was twofold. First, the study compared fashion personality characteristics and shopping behaviors of African-American and Caucasian-American college students. Secondly, this study examined characteristics of leadership in general, and fashion leadership specifically, on fashion personality characteristics. The fashion personality characteristics studied included fashion leadership, fashion involvement, shopping enjoyment, and fashion consciousness. The participants consisted of 268 African Americans and 239 Caucasian Americans from two universities in the United States. Ethnicity was found to be an influence on fashion personality characteristics and shopping behaviors in this study. African Americans in the sample were found to have higher levels of fashion personality characteristics and shopping behaviors than Caucasian Americans. Fashion leadership was found to be positively related to general leadership, fashion involvement, shopping enjoyment and fashion consciousness. General leadership was found to be positively related to fashion involvement, shopping enjoyment, fashion consciousness, academic classification level. However, there was no significant difference found between general leadership and age.

<p>Driven by various benefits, such as authenticity, enjoyment, sustainability, socialization, and uniqueness, peer-to-peer (P2P) accommodation has become an increasingly important socio-economic phenomenon. To study this emerging hospitality consumption format systematically and to enhance the understanding of consumers’ motivations, perceptions, and behavioral intentions in the P2P accommodation context, three projects were proposed and completed in this dissertation. These focused on the mechanisms underlying consumers’ perceptions and participation in the world of P2P accommodation. Project I provided a comprehensive overview of how diverse motivators can influence consumers’ satisfaction and loyalty toward P2P accommodation services, following the push and pull theoretical framework. By conducting a meta analysis, Project I revealed that improving push motivators (i.e., psychological and intrinsic motivators) is more important than pull motivators (i.e., cognitive and extrinsic motivators) in enhancing consumers’ satisfaction, re-patronage intentions, and the spreading of positive word-of-mouth interactions. Next, by employing the dual-process theory, Project II comprised a series of three studies to investigate how various types of online reviews (i.e., fact-based versus emotion-based; property-focused versus host-focused) can affect consumers’ consumption decisions pertaining to P2P accommodation. The findings revealed that fact-based reviews result in higher booking intentions due to enhanced trust in the P2P property/host. Moreover, it was found that female consumers exhibit higher booking intentions when they read host-focused reviews. Finally, drawing on the norm activation theory, Project III comprised an investigation into how consumers’ altruistic value versus egoistic value orientations impacted their consumption intentions of sustainable P2P accommodation. Furthermore, by employing both survey and experimental design studies, the underlying mechanism explaining the impacts of various consumption value orientations on behavioral intentions was explored, focusing on booking intentions and willingness-to-pay-more for sustainable green P2P accommodation. Bringing these findings together, this dissertation provides theoretical and practical implications from various perspectives with regard to how consumers’ motivators and perceptions lead to their participation in the P2P accommodation world.</p>

A 'wave of nostalgia' has gripped the US leading to nostalgic fashions, furniture, television programming and even food. The marketing literature suggests that nostalgic-related consumption is the result of an aging population. It has been proposed that the purchase of nostalgic-products and services is an attempt by mature consumers to return psychologically to the ease, certainties and conflict free periods that existed or seemed to exist during their childhood or adolescence. This paper proposes that discontinuity, as argued by Davis (1979), is a better explanation for why people develop a preference for and consume nostalgic goods. Although some insights have been developed, research focused only on mature consumers and is rather limited in offering alternative explanations for the evocation of nostalgic feelings. MANCOVA was the primary method used to test hypotheses. Findings of this study indicate that discontinuity does not necessarily lead to nostalgia and preference for nostalgic products varies. / by Jana Rutherford. / Thesis (Ph.D.)--Florida Atlantic University, 2010. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2010. Mode of access: World Wide Web.

The purpose of this study was to determine Chinese and U.S. consumers' attitudes and perceptions toward hybrid cars and the likelihood of purchasing one in the future.

Foodbome disease outbreaks have a tremendous impact on society, including foodbome illnesses, hospitalizations, lost work time, and deaths. These food-safety events have a significant influence in shaping consumers' perception of risk. Outbreaks of foodbome illnesses also have an effect on the development of public health policy. Due to these safety-related uncertainties in the food supply chain, various regulatory, safety, and health policies are implemented to decrease harm to potential victims. The total effect of such food-safety policies looked at in terms of reduction of foodbome illness, mortality, and food-related diseases may possibly be smaller than the forecasted effect because of failure to consider offsetting behavior. Attenuation and possibly reversal of the direct policy effect on expected injuries may arise because of offsetting behavior. This study combines both theoretical and empirical models to test the presence of dominant or partial offsetting behavior (OB) in the preparation and consumption of vegetables if a food-safety policy such as the Pathogen Reduction/Hazard Analysis and Critical Control Point (PR/HACCP) is mandated in the vegetable sector. Our findings indicate that food-safety information that has an effect on outrage and locus of control, both factors which have an effect on consumers' perception of risk, will lead consumers to become lax in response to this food-safety policy.

The purpose of this study was to extend the research in cross-cultural advertising by investigating the differences in cosmetics and fragrance advertising in Hong Kong and the United States.

Thesis by publication. / Thesis (PhD) -- Macquarie University, Macquarie Graduate School of Management, 2008. / Bibliography: leaves 124-133. / Introduction - Literature review -- Online word-of-mouth: a comparison of American and Chinese discussion boards -- Electronic word-of-mouth: a comparison of stated and revealed behaviour on electronic discussion boards -- A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects -- Conclusion. / The growth of electronic discussion boards has enabled consumers from different cultures to communicate with people of similar interests. Through this online channel, marketing concepts such as word-of-mouth (WOM) and country-of-origin (CoO) effects have the potential to become more important because of the potentially large number of participants involved. The US and China, being the largest and second-largest online population in the world respectively, are ideal countries to investigate the frequency and extent of these marketing concepts. --The thesis consists of three separate but inter-related papers which have been published in journals or have been accepted for publication. Each paper builds on the one before and analyses different aspects of online consumer behaviour such as information-giving, information-seeking and the CoO statements made by participants of discussion boards. By examining and comparing the frequency and content of discussion postings on discussion boards within US and China based websites, the thesis makes a comparison of the information-giving and information-seeking behaviour of the discussants and also looks at the extent and the content of CoO statements made. Online observation of discussion postings from six different discussion boards (three each from the US and China) was conducted over two 90-day period in 2004 and 2005 and a total of 5,993 discussion postings were downloaded for analysis. In addition, an online survey of 214 participants was conducted to compare the stated and actual (or "revealed") behaviour of discussants on the US and China based discussion boards. -- Overall, the findings indicate consistent differences over a 12-month period in the bahaviour of the US and Chinese discussants. The US discussants were found to provide more information than their Chinese counterparts while the Chinese discussants exhibited more information-seeking bahaviour on the discussion boards. The findings also indicate that the Chinese discussants demonstrated more negative CoO statements and these statements were observed to be related to Japan and/or brands that originated from Japan. The findings suggest that such negative CoO statements can increase rapidly online and it appears that the negative sentiments by the Chinese were apparently unrelated to product quality; instead they appear to have been predominantly associated with war related animosity. -- These findings have important implications for marketers selling to the Chinese as discussion boards appear to be more important as a source of information for the Chinese than the Americans. Also, given that the Chinese discussants demonstrated a high level of negative CoO statements relating to products from Japan, marketers selling Japanese products to the Chinese must understand the underlying issues related to these negativeCoO statements and take steps to prevent non-purchase of Japanese products. / Mode of access: World Wide Web. / vii, 133 leaves ill