published_or_final_version / abstract / Business / Master / Master of Philosophy

This study considers the problem of the consumer in light of work presented by classical economists who discussed consumption. Richer assumptions about the tasks of an individual consumer and technology of consumption activities are used to develop a static model of consumer behavior. This model is extended through the introduction of opponent-process theory to develop a dynamic model which includes habit formation. Particular emphasis is placed in Chapter 2 upon the psychological underpinnings of consumption activities and the allocation of time aspect of these activities. It is assumed that a consumption activity is defined as a production function combining commodity and time inputs to produce satisfaction. Chapter 3 presents the framework over which preferences about different activities are defined. Preference relationships are assumed to be rational, transitive, and constant over time and location. In addition, satiation in a particular consumption activity is assumed to exist and the ranking over satiation states is defined. Chapter 4 deals with the behavior of a time and income constrained consumer who seeks to choose an optimal bundle of commodity and time inputs over the ordered activity set. The solution to this problem is characterized by affordable allocation of resources from the highest ranked down to the lowest ranked activity. Comparative statics results associated with this solution are considered for non-labor income, wage rate, and price changes. It is shown that besides the production substitution effects brought about by changes in the wage rate and in commodity prices, the net effect of changes in economic variables is predominantly at the lower end of the preference ordering. Chapter 5 presents both a psychological version of opponent-process theory and an economic interpretation of this theory which is used to describe habit dynamics. Chapter 6 combines the static consumer problem and the dynamic description of activity productions under habit formation to present an extended problem of a dynamic consumer behavior.

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M.A. (Communication) / The study firstly proposed that marketing communication be approached within a social-psychological framework, where market related information is subject to both internal (cognitive) and external or social influences, specifically reference groups. The concept of information seeking within this framework implies that the consumer is actively involved in the interchange of market-related information, and that he actively seeks information relevant to his goals in the purchase situation. A broad spectrum of literature on information seeking was subsequently reviewed, which was then systemized according to the nature and sources of information seeking. It was established that normative social influence (which implies that the self concept determines information seeking) is found to operate only for informal personal sources and formal non-personal sources. Further, it was stated that where social influence is normative, it will impact only on consumer information seeking for social products. Based on this model, a number of propositions regarding the nature and sources of consumer information seeking for social products were formulated. These propositions formed the basis of the empirical part of the study. Items drawing on the propositions were incorporated into a Likert-type questionnaire which was handed to a stratified random sample of student consumers.

by Li Hau-tak & Ng Man-hung. / Bibliography: leaf 48 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1985

by Heung Yin-yuk. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf 88. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF EXHIBITS --- p.vii / ACKNOWLEDGMENT --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.1 / Adequacy-Importance Model --- p.3 / Attitude Toward a Brand --- p.4 / Chapter II. --- METHODOLOGY --- p.6 / Exploratory Research --- p.6 / Research Design --- p.6 / Questionnaire Design --- p.7 / Data Collection --- p.7 / Results --- p.8 / Descriptive Research --- p.9 / Research Design --- p.10 / Sample Design --- p.11 / Questionnaire Design --- p.11 / Data Collection --- p.16 / Data Analysis --- p.16 / Chapter III. --- LIMITATIONS --- p.17 / Chapter IV. --- RESULTS --- p.19 / Criteria/Product Attributes that are Important to Consumers in Their Evaluation of Athletic Shoes --- p.19 / The Relative Importance of Criteria/Product Attributes --- p.20 / Rank of Attributes Among All Respondents --- p.22 / Consumers' Evaluation of the Major Brands of Athletic Shoes with Respect to Each of the Product Attributes --- p.23 / Consumers' Attitudes Towards the Major Brands of Athletic Shoes --- p.27 / "Relating Preference, Attitude Score and Purchase" --- p.29 / Characteristics of Respondents --- p.38 / Characteristics of Respondents Who Preferred Each Brand the Most --- p.46 / Chapter V. --- FINDINGS THROUGH COMPARING THE RESULTS FROM MALE AND FEMALE RESPONDENTS --- p.52 / Budget for the Purchase of Athletic Shoes --- p.52 / Frequency of Wearing Athletic Shoes --- p.52 / Usage Pattern - Athletic Shoes as Sports Wear Versus As Casual Wear --- p.53 / Evaluation of Product Attributes --- p.53 / "The Ranking of Reebok, Nike and Bossini" --- p.54 / Chapter VI. --- STRATEGIES FOR ATTITUDE CHANGE --- p.55 / Framework for Attitude Change --- p.55 / Alter the Saliency of Attributes --- p.55 / Alter Beliefs about a Brand --- p.56 / Strategic Implications for Each Brand --- p.56 / Reebok --- p.60 / Nike --- p.62 / Bossini --- p.63 / Chapter VII. --- "RELATIONS BETWEEN ATTITUDE SCORE, PREFERENCE AND PURCHASE" --- p.64 / Chapter VIII. --- CONCLUSION --- p.66 / APPENDICES --- p.69 / BIBLIOGRAPHY --- p.88

Yu, Chi Ching. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2007. / Includes bibliographical references (leaves 55-58). / Abstracts in English and Chinese ; appendices also in Chinese. / Chapter Chapter 1: --- Introduction --- p.1 / Definition of CSR --- p.1 / Consequence of CSR --- p.2 / The effect of CSR on affective and cognitive components of consumer responses --- p.3 / The effect of CSR on behavioral component of consumer responses --- p.5 / Attribution as underlying mechanism --- p.8 / Effect of attribution on consumer responses --- p.10 / Mechanism for making attribution --- p.11 / Inter-relationships between dimensions --- p.15 / Other potential variables affecting consumer responses --- p.16 / Chapter Chapter 2: --- Method --- p.18 / Participants --- p.18 / Scenario --- p.18 / Questionnaire --- p.19 / Measures --- p.20 / Chapter Chapter 3: --- Result --- p.23 / Validity Check --- p.23 / Descriptive statistics --- p.23 / Dimensionality --- p.25 / Reliability --- p.30 / Model testing results --- p.30 / Hypothesis testing --- p.33 / Total amount of variance explained --- p.34 / Chapter Chapter 4: --- Discussion --- p.35 / Attribution as the underlying explanation of CSR effect --- p.35 / Mechanism of how consumers form attribution of CSR activities --- p.37 / Managerial implication of the present study --- p.40 / Limitation of the present study and further research direction --- p.42 / Appendix --- p.44 / Appendix 1: Questionnaire of pilot study 1 --- p.44 / Appendix 2: Questionnaire of pilot study 2 --- p.46 / Appendix 3: Result of pilot study 2 --- p.48 / Appendix 4: Measurement items --- p.49 / Reference --- p.55

Consumers' risk perceptions are examined to explain the underlying reasons for consumer concern associated with milk from dairy herds treated with recombinant bovine growth hormone (rbGH). A focus group study was employed as an initial step in exploring the primary influences of consumer apprehension toward rbGH's use. The information obtained through the focus group sessions was invaluable in strengthening empirical measures of the factors affecting risk perception, and in formulating concise survey questions for a national study. Data from a nationwide survey of 1,910 primary household food purchasers were used in understanding the influence of risk characteristics on consumers' risk perceptions toward rbGH treated herd milk, as well as investigating consumer risk perception profiles. One conclusion is evident from the data, consumers remain concerned about the rbGH product despite FDA approval for commercial use. Results suggest that particular characteristics of the rbGH product hypothesized as being more risky and less tolerable elicit consumer outrage perceptions. Results also showed systematic differences between consumers, producing a range of risk perception profiles. Overall, the results support the idea that consumers' risk perceptions are multi-dimensional and differ in emphasis compared to the risk assessments by scientific experts. Consumers' risk perceptions warrant recognition as playing a vital role in product acceptance. A recommendation proposed for those involved in risk assessment is to integrate consumer beliefs and perceptions into assessments of risk, perhaps increasing consumer trust and reducing product apprehension. Additionally, the range of risk perceptions among consumers imply that one public policy strategy is unlikely to satisfy all consumers. Risk communicators can design more effective risk communication strategies by understanding the ways consumers differ in their behavioral response to a particular perceived concern. / Graduation date: 1997

Physical appearance is one of the most important cues that an individual uses in forming an impression of another person. Researchers have found that perceptions of age are negatively related to perceptions of physical attractiveness. Because salespeople are influential in affecting a store's sales, especially for nondurable goods (Undell, 1972), consumers' perceptions of salespeople may influence the store's image and sales outcomes. The purpose of the present study was to investigate consumers' perceptions of salespeople of different ages and to determine if differences in these perceptions were related to consumers' age and salespersons' age. Two groups of subjects were investigated - younger adults (between 18 and 28 years of age) and older adults (55 years of age and older) . Younger adult subjects were recruited from university classrooms (n = 41). Older adult subjects were the recipients of Oregon Horne Economics Extension Newsletter (n = 46). The total sample size was 87. A questionnaire was used in the present study to investigate a consumer's perceptions. The questionnaire included three parts questions on the respondent's shopping patterns, a consumer shopping scenario which included the salesperson's age manipulation, and questions asking demographic information. Three dependent variables were measured in the questionnaire: perceptions of the salesperson's fashionability, product knowledge, and job performance. The data were analyzed using the chi-square statistic and content analysis. Results indicated that consumers' perceptions of a salesperson's fashionability was related to the age of the salesperson. Perceptions of a salesperson's fashionability was also related to the age of consumer and the age of the salesperson. Perceptions of the salesperson's product knowledge and performance were not related to the age of salesperson nor to the age of the consumers. / Graduation date: 1992

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