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This thesis examines how consumers value promotions for delayed consumption depending on the time of redemption, the types of benefits offered, and the scope of the offering. The specific focus is on promotions that are redeemed in the future at the time of consumption, which we label "advance promotions". In the first essay, results from three studies demonstrate that consumers value hedonic advance promotions differently from delayed consumption of stand-alone goods or delayed incentives (rebates). Hedonic advance promotions are consistently overvalued, unless they are incongruent with consumers' consumption goals (e.g., when consumers regulate their consumption of the hedonic benefits). In contrast, advance utilitarian promotions are overvalued only when they are congruent with the consumption context of the target product (e.g., when the target consumption is also utilitarian). In general, we find that valuation of future utilitarian promotions depends on the consumption context but valuation of future hedonic promotions depends on when the target product is consumed. These findings are explained by the focalism bias that was originally suggested by affective forecasting and Construal Level Theory and are further expanded in this dissertation. / The second essay explores the shape of the value function for hedonic advance promotions. It addresses the issue of what is the optimal depth of a promotion in an advance consumption setting. Drawing from the focalism framework presented in the first essay and on recent research on the valuation of hedonic goods, we argue that the shape of the function is more convex or step-like for advance promotions than for immediate ones. We then demonstrate that this finding has implications for the common variety-seeking behaviour that is generally associated with delayed consumption.

This dissertation examines the role of different types of salesperson behaviors on building and managing customer equity drivers. It is proposed that customers develop positive attitudes towards different value drivers through developed trust by different salesperson behaviors. Specifically, it is hypothesized that customer trust effects customers’ perceptions of brand value, product value and relationship value; the customer trust in turn is affected by different salesperson behaviors, namely, adaptive selling, customer oriented, selling oriented and un/ethical behaviors. Thus, this dissertation integrates selling behaviors literature with customer equity literature. This dissertation builds on past literature and proposes a conceptual model using nine different constructs representing three broader constructs, Selling behaviors, Customer trust and Customer equity drivers: Adaptive selling behavior, Selling orientation – Customer orientation (SOCO) behaviors and Un/ethical selling behavior, Customer trust with salesperson and selling firm, Value equity, Relationship equity and Brand equity. Descriptive research design is used for investigating the role of customer trust as a mediator in the relationships between selling behaviors and customer equity drivers. The research design uses a dyadic sampling design where data for independent variables, selling behaviors and customer trust, is collected from insurance customers in St.Louis metropolitan area and the data for dependent variables, customer equity drivers, is collected from insurance salespeople. Structural equation modeling is used to analyze the data. The results support the mediational role of trust in the relationship between selling behaviors and customer equity drivers. They also support the hypothesis that different selling behaviors have different effects on customer equity drivers. This research provides significant theoretical and managerial implications. It provides the existing body of literature with a different perspective on customer equity management. Managerially, it provides newer insights to sales managers of the effects of relational selling behaviors. This research also introduces a newer way to investigate selling behaviors by using a second order construct, relational selling behavior.

Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2009.

Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2009.

Approved for public release; distribution is unlimited. / MBA Professional Report / The purpose of this MBA Project is to investigate and provide an analysis of the prominent factors that affecr the United States Foreign Military Sales (FMS) program. This project was conducted with the sponsorship and assistance of the Naval Postgraduate School's Acquisition Research Institute, Financial Management and International programs. The overall goal of this project is three-fold: 1) to identify the purpose of the United States FMS program and its processes 2) to identify, define and evaluate historical economic, political, social and industrial changes and trends that affect FMS worldwide allocation and support and 3) to apply these findings to a specific country (Taiwan) to make a prediction of future participation and support. The role of arms sales in world politics has grown tremendously since the end of World War II and more specifically since the passage of new arms laws in 1979. The importance of FMS is increasingly evident in the foreign policies of both supplier and recipient nations, in international politics, competition and relations. Arms sales have become in recent years a crucial dimension of international affairs. This paper examines several trends in military equipment, services and training exchanges and investigates their potential impact on the future conflicts. The nature of FMS is complex. This research plans to identify and analyze trends relating to socio-political, economic, and industrial and technological changes associated with FMS spending. This discussion then applies these findings to Taiwan as a case study and expands on the customer's experience with FMS. The intent of this paper is to increase the reader's knowledge of FMS, pinpoint trends in the program and use FMS to Taiwan as a point of comparison to increase comprehension of this extremely complex and not well-understood program.

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Zugl.: Hamburg, Univ., Diss., 2005

Dissertation (Ph.D.)--Auburn University, / Abstract. Vita. Includes bibliographic references (leaves 44-55).

Thesis (M.A.). / Cover title. Mimeo. copy. Includes bibliographical references.