Jacqueline K. Eastman

The impact of generational cohorts on status consumption: an exploratory look at generational cohort and demographics on status consumption

Purpose – This paper aims to compare the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials).Design/methodology/approach – With an email sample of 220 adult consumers living in the southeast USA, this study measures status consumption, generational cohort, and demographics.Findings – The study finds significant differences in the level of status consumption by generational cohort. The average level of status consumption was highest for Generation Y, followed by Generation X and then Baby Boomers. In looking at the significance of these differences between individual cohorts, there was a significant difference between Generation Y and Baby Boomers. This suggests that while there are differences in the level of status consumption by generation, this difference is only significant between Generation Y and Baby Boomers. This paper then examines if this relationship between generational cohort and status consumption is impacted by demographic variables, such as gender, i...

Business Students’ Perceptions, Attitudes, and Satisfaction With Interactive Technology: An Exploratory Study

The authors modeled the relationships between students’ perceptions of interactive technology in terms of whether it helps them pay more attention and be better prepared in a Consumer Behavior course and their attitude toward and satisfaction with it. The results suggest that students who feel they pay more attention due to the use of Interactive Technology have a more positive attitude toward it. Additionally, those students who have a more positive attitude toward Interactive Technology are more satisfied with its use. There is not, however, a significant relationship between students feeling more prepared for the course due to the use of Interactive Technology and their attitude toward it.

Utilizing Technology Effectively to Improve Millennials' Educational Performance: An Exploratory Look at Business Students' Perceptions.

Purpose – The purpose of this paper is to discuss how technological tools, such as Web 2.0 and online learning management systems, can be utilized to improve Millennials educational performance.Design/methodology/approach – An exploratory survey of Millennial business students was conducted to measure their self‐reported use and perceived effectiveness of a variety of hardware, traditional, and Web 2.0 tools.Findings – An exploratory study of business students finds that course websites and online assessments are the technological tools they report using most often. The technology tools that business students perceive as most effective include personal computers, laptop computers, course websites, discussion groups, message boards, and online assessments.Research limitations/implications – This exploratory study looked only at business students self‐report use and perceived effectiveness of technology tools. Future research is needed to examine other college students beyond business, to measure actual u...

The Role of Involvement on Millennials' Mobile Technology Behaviors: The Moderating Impact of Status Consumption, Innovation, and Opinion Leadership

This study investigates the relationship between millennials impression-relevant and outcome-relevant involvement and purchase/use behaviors regarding mobile technology. The study focuses on three individual difference variables (status consumption, domain-specific innovativeness, and opinion leadership) and their moderating role between involvement and purchase/usage. The results indicate that millennial consumers with higher levels of domain-specific innovativeness and opinion leadership report a stronger relationship between impression-relevant and outcome-relevant involvement with mobile technology purchase and usage.

Assessing a Marketing Program: One Department’s Journey*

In this paper, the authors discuss the importance of assessment, the guidance from the assessment literature, and their department’s experiences in assessing their marketing program. They discuss in detail their successes and mistakes in creating measurable outcomes, a comprehensive knowledge test, and a skills measure (student-developed marketing plans). Suggestions for other departments wanting to assess their programs are provided. The authors then describe closing the assessment loop through choosing particular areas (e.g., oral communications) for improvement. Finally, the educational implications for assessment are offered.

The impact of relationship history on negotiation strategy expectations: A theoretical framework

Purpose – The purpose of this paper is to explore how the history of a supply chain relationship impacts expectations concerning negotiation strategy use. Design/methodology/approach – Following a grounded theory approach, experienced buyers and suppliers were interviewed to enhance understanding of the complexity of supply chain negotiations. Findings – Qualitative analysis developed a theoretical framework emphasizing the impact of relationship history on negotiation strategy expectations in long-term buyer-supplier relationships. Data supports that previous negotiation interactions build a history between the involved organizations. This relationship history creates expectations. When negotiation strategy use is consistent with expectations, the relationship history will continue to develop in the same manner as it has previously. When negotiation strategy expectations are violated, the relationship impact will differ depending on evidence of an Extrarelational Factor that leads to the strategy change....

Improving Undergraduate Student Satisfaction with the Consumer Behavior Course: Will Interactive Technology Help?

In this paper, we measure the impact of interactive technology on student satisfaction and find support for the hypothesis that students who find a class is more interesting because of the use of interactive technology will be more satisfied with the course. The results also support the hypothesis that if students like the course, they will be satisfied with it. However, we do not find significant links between student satisfaction and either (1) their belief that they retain more due to the use of interactive technology or (2) their enjoyment of the use of interactive technology in the course. Thus, while the use of interactive technology can increase course satisfaction by making the course more interesting, the fact that students like the technology itself does not affect course satisfaction.

Determinants in online MBA programme selection: an exploratory study

This study examines factors important for students selecting an online MBA. Georgia WebMBA current students and alumni participated in the study, which looked at flexibility, employment benefits and programme quality. Results suggest that flexibility is significant for current online MBA students. Additionally, respondents felt there would be a significant benefit to them in terms of their employment. Finally, alumni of the WebMBA programme reported a significantly higher-quality rating than current students, though AACSB accreditation was a critical factor for both groups. Results suggest that programme directors should stress flexibility, employment benefits and programme quality to potential applicants.

Determinants of Perceived Learning and Satisfaction in Online Business Courses: An Extension to Evaluate Differences Between Qualitative and Quantitative Courses

This study examined the determinants of perceived learning and satisfaction in online courses and the moderating effect of course type. For perceived learning outcomes, those students who perceive a higher level of interaction and those students who are satisfied will report higher levels of learning outcomes. There were significant differences though by course type, with perceived learning outcomes being affected significantly more in qualitative consumer behavior courses by instructor factors and student self-motivation. Student learning style affected student satisfaction significantly more for quantitative business courses, while instructor factors and interaction influenced satisfaction significantly more for qualitative marketing courses.

The Impact of Economic Perceptions on Status Consumption: An Exploratory Study of the Moderating Role of Education

Purpose – Given the economic downturn, the purpose of this study was to determine if a relationship exists between economic perceptions and consumers motivation to consume for status and if this relationship was moderated by education level. Design/methodology/approach – A stratified random sample of adult consumers in the southeastern USA were surveyed by telephone. The hypotheses were tested utilizing structural equation modeling. Findings – The results indicated that those consumers with a lower level of perceived economic welfare (i.e. see the economy and their familys financial situation as worse this year versus last year) were less motivated to consume for status. Furthermore, this relationship was positively moderated by education. No relationship was found between consumer confidence (i.e. consumers perceptions of the economy in the future year) and status consumption. The results suggest that those consumers who perceive themselves to be financially better off this year versus last, particula...