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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Unrealistically Optimistic Consumers a Selective Hypothesis Testing Account for Optimism in Predictions of Future Behavior

Tanner, Robin J. January 2008 (has links)
Thesis (Ph. D.)--Duke University, 2008.
2

Consumer preferences for differentiated food products

Ahmadov, Vugar, January 2008 (has links) (PDF)
Thesis (Ph. D. individual interdisciplinary)--Washington State University, May 2008. / Includes bibliographical references.
3

The effectiveness of underdog brand positioning : how inspiration drives low-control consumers' preference for underdog brands

Tang, Yangyi 06 August 2020 (has links)
Many marketers choose to position their brands as underdogs instead of top dogs in the marketplace. Research shows that underdog positioning may help marketers to create competitive advantages, although when and why consumers respond favorability to such positioning strategy is not fully understood. While a handful of studies found that underdog positioning is more effective than top-dog positioning for certain types of brands or consumers, little is known about how consumers'psychological state may influence their responses to underdog positioning. Existing literature on underdog positioning mainly attributes consumers' favorable responses to its ability to elicit empathy for the brand, neglecting the potential benefit that consumers can gain from their underdog support. To address these gaps, this thesis examines how personal control influences consumers' responses to underdog (vs. top dog) positioning. It was proposed that brands positioned as underdogs are preferred over those positioned as top dogs by consumers whose personal control is low because underdog positioning can inspire those consumers to restore their threatened control. Five experiments were conducted to test the hypotheses. Experiment 1 demonstrates that when consumers' personal control is low, consumers prefer brands positioned as underdogs over those positioned as top dogs. Experiment 2 uncovers the underlying mechanism of the observed effect: The relative preference for underdog positioning among low-control consumers occurs because the passion and determination exemplified in such positioning can inspire those consumers to cope with their loss or lack of control. In line with this mechanism, Experiment 3 provides supportive evidence that the acquisition of the brand positioned as an underdog, but not the acquisition of the brand positioned as a top dog, increases low-control consumers'feelings of control. The last two experiments show that low-control consumers' relative preference for underdog positioning is further moderated by both their shopping orientation and the causal attribution for their loss of control. The findings of this thesis contribute to the growing research on underdog positioning and customer inspiration, and the results have practical implications for marketers in terms of effectiveness of marketing communications.
4

The effectiveness of underdog brand positioning : how inspiration drives low-control consumers' preference for underdog brands

Tang, Yangyi 06 August 2020 (has links)
Many marketers choose to position their brands as underdogs instead of top dogs in the marketplace. Research shows that underdog positioning may help marketers to create competitive advantages, although when and why consumers respond favorability to such positioning strategy is not fully understood. While a handful of studies found that underdog positioning is more effective than top-dog positioning for certain types of brands or consumers, little is known about how consumers'psychological state may influence their responses to underdog positioning. Existing literature on underdog positioning mainly attributes consumers' favorable responses to its ability to elicit empathy for the brand, neglecting the potential benefit that consumers can gain from their underdog support. To address these gaps, this thesis examines how personal control influences consumers' responses to underdog (vs. top dog) positioning. It was proposed that brands positioned as underdogs are preferred over those positioned as top dogs by consumers whose personal control is low because underdog positioning can inspire those consumers to restore their threatened control. Five experiments were conducted to test the hypotheses. Experiment 1 demonstrates that when consumers' personal control is low, consumers prefer brands positioned as underdogs over those positioned as top dogs. Experiment 2 uncovers the underlying mechanism of the observed effect: The relative preference for underdog positioning among low-control consumers occurs because the passion and determination exemplified in such positioning can inspire those consumers to cope with their loss or lack of control. In line with this mechanism, Experiment 3 provides supportive evidence that the acquisition of the brand positioned as an underdog, but not the acquisition of the brand positioned as a top dog, increases low-control consumers'feelings of control. The last two experiments show that low-control consumers' relative preference for underdog positioning is further moderated by both their shopping orientation and the causal attribution for their loss of control. The findings of this thesis contribute to the growing research on underdog positioning and customer inspiration, and the results have practical implications for marketers in terms of effectiveness of marketing communications.
5

Characteristics of active & inactive credit cardholders : a case study /

Bong, Kui-mein, Maria. January 1985 (has links)
Thesis (M.B.A.)--University of Hong Kong, 1985.
6

An examination of consumer perceptions of developing countries /

Jamieson, Christie L. January 1900 (has links)
Thesis (M.B.A.) - Carleton University, 2007. / Includes bibliographical references (p. 128-136). Also available in electronic format on the Internet.
7

Measuring life satisfaction in Thailand a marketing perspective /

Orose Leelakulthanit, January 1989 (has links)
Thesis (Ph. D.)--Indiana University, 1989. / Vita. Includes bibliographical references (leaves 174-195).
8

A psychographic study of the students market of Hong Kong /

Tong, Kam-shing. January 1981 (has links)
Thesis (M.B.A.)--University of Hong Kong, 1981.
9

A psychographic study of the students market of Hong Kong

Tong, Kam-shing. January 1981 (has links)
Thesis (M.B.A.)--University of Hong Kong, 1981. / Also available in print.
10

The role of the customer in the new product development of radical innovations

Johnson, Joshua H. January 2007 (has links)
Thesis (Ph. D. in Interdisciplinary Studies: Management of Technology)--Vanderbilt University, May 2007. / Title from title screen. Includes bibliographical references.

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