From amusement parks to casinos, cruises to video games, large sectors of the economy market consumer fun. Yet surprisingly, little research has been devoted to understanding the consumer psychology of fun—both the experience and its main psychological drivers in marketplace settings. This dissertation aims to develop a psychological theory of consumer fun that can help inform how fun experiences are engineered and managed by both businesses and consumers. I use a multimethod approach combining in-depth interviews and narrative analyses with controlled experiments, structural equation modeling, and field data analysis of consumer selfies. Two psychological pillars of consumer fun are identified: (1) hedonic engagement and (2) a sense of liberation. Each pillar in turn rests on two sub-pillars: (1a) perception of novelty and (1b) connectedness, and (2a) a sense of spontaneity and (2b) impressions of boundedness. My dissertation research shows that fun is an experience of liberating engagement, a temporary release from psychological restriction via a hedonically engaging activity. Importantly, a digital ethnography of consumer selfies showed that compared to other positive experiences such as happiness, pride, or relaxation, fun is much more likely to be situated in commercial settings, thus substantiating the business relevance of fun. Through five experiments, I show that marketers can engineer fun by directly activating feelings of liberation through situational cues such as boundedness. Using a proprietary dataset by Brand Asset Valuator, I show that fun emerges as a major brand image attribute that is significantly related to brand preference and key financial outcomes such as revenue. Broadly, my dissertation reveals that fun leads to increased consumer well-being, independently from the meaningful, eudaimonic path toward happiness.

In this thesis, I explore in two essays how to augment thin historical purchase data with other sources of information using Bayesian and probabilistic machine learning frameworks to better infer customers' preferences and their future behavior. In the first essay, I posit that firms can better manage recently-acquired customers by using the information from acquisition to inform future demand preferences for those customers. I develop a probabilistic machine learning model based on Deep Exponential Families to relate multiple acquisition characteristics with individual level demand parameters, and I show that the model is able to capture flexibly non-linear relationships between acquisition behaviors and demand parameters. I estimate the model using data from a retail context and show that firms can better identify which new customers are the most valuable. In the second essay, I explore how to combine the information collected through the customer journey—search queries, clicks and purchases; both within-journeys and across journeys—to infer the customer’s preferences and likelihood of buying, in settings in which there is thin purchase history and where preferences might change from one purchase journey to another. I propose a non-parametric Bayesian model that combines these different sources of information and accounts for what I call context heterogeneity, which are journey-specific preferences that depend on the context of the specific journey. I apply the model in the context of airline ticket purchases using data from one of the largest travel search websites and show that the model is able to accurately infer preferences and predict choice in an environment characterized by very thin historical data. I find strong context heterogeneity across journeys, reinforcing the idea that treating all journeys as stemming from the same set of preferences may lead to erroneous inferences.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in the field of Strategic Marketing, Johannesburg 2019 / There is increased usage of self-service technology in efforts to deliver superior service quality in business schools. This transition from face-to-face interaction has led to both satisfaction and dissatisfaction with service quality delivered. This study sought to ascertain the impact self-service technologies have on the perception of service quality (Servqual) dimensions of reliability, tangibility, assurance, responsiveness and empathy. A survey research instrument based on an adapted Servqual questionnaire that was self-administered was employed. Convenience sampling was utilised on the Wits Business School campus, with 210 students’ views captured. Then, the data was analysed using GAP analysis and descriptive statistics extrapolated from the data. The results of the study indicate that a transition to self-service portals does not lead to customers having a positive view of all the service quality dimensions as most customers were neutral in their perceptions. Students, therefore, need to have both self-service technologies and walk-in centres for face-to-face interaction. The study contributes to the ever-increasing knowledge on the usage of self-service technology in higher education in emerging markets. While there are significant shifts towards usage of the portals in business schools, there is a need to control the pace of change and avoid drastic adoption without other options as it may not lead to positive customer perceptions. The study recommends that transition not be drastic, that focus be on user-friendliness of the portals, that there be increased use of interactive technologies such as chatbots to increase responsiveness as well as a provision of people to engage with when there is need for escalation of issues aiding service recovery. / XL2019

This dissertation explores an unintended consequence of using personalized recommendations, that is, recommendations that are targeted to an individual consumer (e.g., personalized music playlists). I conceptualize that using personalized recommender systems can impede consumers’ learning of their own preferences and tastes from product experiences. Therefore, using these systems can decrease preference clarity, which is defined as certainty about individuals’ own preferences. For example, people may feel less certain about their own music preferences after listening to auto-generated personalized playlists. This reduced preference clarity, in turn, reduces consumer willingness to generate word-of-mouth (WOM) about their consumption experiences, such as their intent to talk about music they listened to with others, or to post social media content on their favorite musicians. Eight studies, using correlational and experimental designs and conducted with consumers who actively use personalization services (in the fashion and music domains), support this theorization. I end with a discussion of the potential theoretical extensions of this novel finding, as well as its practical implications.

The differential effects of clothing interest and knowledge on the utilization of price and intrinsic attributes on product evaluation and behavioral intentions were investigated. The impact of clothing interest and knowledge, price, and intrinsic attributes on attitude toward advertisements and perceptions of relevance, typicality, and fashionability were examined. Causal relationships among constructs were verified through path analysis. A conceptual model was developed and tested. To test the proposed model and additional propositions, a survey was conducted with manipulated variables. Data were collected in Clothing and Textiles departments of three universities and Communications and Marketing departments in one university. Respondents evaluated a pair of dress slacks inclusive of manipulated price and intrinsic attributes. A total of 417 questionnaires were subjected to statistical analysis. The items used to measure the theoretical constructs were thoroughly tested to assure the reliability of the measures and manipulation checks were conducted. The data were analyzed by multiple regression to test the significance of the proposed relationships. To test the differences between the high and low clothing interest and knowledge conditions, subjects were divided into two groups based on median scores on clothing interest and clothing knowledge scales. Then the data were subjected to analysis of variance and Duncan's Multiple Range Test. The results indicate that taken together, price, intrinsic attributes, clothing interest and knowledge significantly help to predict perceptions of quality, monetary sacrifice, perceptions of benefits, perceptions of value, willingness to buy, search intention, and attitude toward advertisements. Intrinsic attributes were significant in predicting the perceptions of quality, benefits, monetary sacrifice, value, and subjects' willingness to buy, search intention, attitude toward advertisements, and perceptions of typicality. Clothing interest was significant in predicting perceptions of monetary sacrifice, perceptions of benefits, perceptions of value, and willingness to buy. The proposed effect of clothing knowledge was significant in predicting subjects' perceptions of quality and intentions to search. The model specifying the causal relationships among the proposed variables was analyzed by Path Analysis. The results indicated that the relationships were significant and thus the proposed model was supported. / Ph. D.

The purposes of this study were to investigate consumer satisfaction, preferences, and care procedures of selected nightgown fabrics. Additionally, demographic information was obtained to characterize the sample. The data were provided by 54 females in Delaware, Massachusetts, Pennsylvania, New York, Rhode Island, Vermont, and Virginia. Eight subjects, each wearing two different gown fabrics participated from five states; however, one participant each from Massachusetts and Vermont was disqualified. The four fabrics used in this study, representative of those available in the marketplace for the manufacture of ladies sleepwear, were made from: (1) 100% polyester, pink, brushed knit, (2) 100% nylon, lavender tricot, (3) 80/20% acetate-polyester, blue-green, brushed knit, and (4) 80/20% acetate-nylong, yellow-green, brushed knit. Preliminary and terminal interview questionnaires were used to collect the data as well as satisfaction ratings cards. Frequency distributions and percentages were used to characterize the findings from this study. Participants tended to be fairly young, well educated and dwellers of single family houses. The majority earned incomes in excess of $10,000. Automatic washers and dryers were used predominately. A variety of textile goods were laundered in the same loads as the sleepwear. Wearers indicated preferences for one or the other of the two gowns on each of the following factors: ease of soil removal, colorfastness, shape retention, appearance, hand, and durability. The 100% polyester, brushed knit fabric was preferred overall, but other fabrics received higher ratings on individual factors. On satisfaction factors, hand and ease of care were the most pleasing characteristics. Static electricity continues to be a problem. Satisfaction scores were somewhat parallel to preferences. / Master of Science

The "Dine To Your Heart's Content" program was assessed from points of view of selected patrons and restaurateurs in Virginia. Restaurateurs were interviewed and patrons responded to a mail questionnaire. Patrons were divided into four groups: 1)those following a heart healthy diet due to a physician's recommendation, 2)those with a self reported family history of heart disease, 3)those expressing interest in heart disease, and 4)those who expressed little or no interest in heart health. The frequencies with which patrons dined away from home, dined in restaurants offering this program, and complied with a heart healthy diet when dining out were analyzed. There were no significant differences among groups relative to these factors. The perceived degree of benefit provided by this program also was investigated. Those expressing little or no interest in heart health reported receiving significantly less benefit from the program than the other groups (p<0.02). Restaurateurs' perceptions of the wants and needs of these patrons and of the advantages and disadvantages of this program were explored. The perceived needs for nutrition training for restaurateurs and their waitstaff also were examined. Ninety-six percent of the restaurateurs expressed a need for nutrition education. Patrons, restaurateurs, and waitstaff were tested for knowledge of food composition relative to fats and oils. The average score was 6.2 out of 13 points with no significant differences in scores among groups. Major recommendations suggested for this program include: l)assistance to restaurateurs in the identification of appropriate menu items and in communicating menu attributes positively, and 2)improved nutritional education for both patrons and waitstaff to increase awareness and understanding of the program. / Master of Science

This study investigated female consumers’ awareness of and preference for brand name apparel, sought to determine the relationship between these variables and the purchase of brand name apparel, and attempted to determine the sample’s perceptions of branded apparel. The respondents’ brand name apparel awareness, preference, and perception were also investigated in relation to several demographic variables. Women professors and secretaries employed at Virginia Polytechnic Institute and State University (VPI&SU) were chosen as the sample for this study. A questionnaire was developed to ascertain the needed information and was distributed to 471 women by the intercampus mail system during the summer of 1985. The sample consisted of 97 secretaries and 73 professors, for a total of 170 participants. It was found that the brand name of apparel was unimportant to the sampled consumers in the purchase of dresses for the job, sleepwear and casual clothing. Within these classifications, consumers were generally more concerned with intrinsic garment features such as fit, construction, material, care, and style. Magazines were not found to be a major vehicle to provide clothing information, nor was magazine readership found to be related to the respondents’ levels of overall recognition and preference for name brand clothing. Consumers who were exposed to brand name apparel via media or store displays had a greater level of brand recognition and recall, which ultimately lead to greater preference for brand name apparel. Occupation and total household income were not found to be significant determinants of brand name awareness and preference. / M.S.

The basic purpose of this study was to discover through the use of a projective technique whether the brand purchased by a consumer affects others' perceptions of her image. Several theoretical concepts formed the basis for this study. An understanding of the theory behind symbols was needed in order to understand the way in which products and brands can become symbols for consumers. Product and self-image theories help to explain the relationship between the two images and how congruency between the two can affect consumers' perceptions. The concept of culture was introduced as an added variable in order to discern if culture has an effect upon self-image and/or the perception of product/brand images. / Master of Science

by Lim Tun-Hung & Lo Wai Man. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1987. / Bibliography: leaves 56-58.