Timothy R. Graeff

Using promotional messages to manage the effects of brand and self‐image on brand evaluations

Argues that the degree of congruence (similarity) between a brand’s image and a consumer’s self‐image (self‐concept) can have significant effects on consumers’ brand evaluations and purchase intentions. Results from this research suggest that marketers can manage the effects of brand and self‐image on consumers’ brand evaluations. The effects of brand image can be magnified by using promotional messages that encourage consumers to think about their own self‐image while evaluating a brand. Results also suggest that consumers who have self‐images similar to a brand’s image are more persuaded by advertisements encouraging them to think about their own self‐image, whereas consumers who have self‐images different from a brand’s image are more persuaded by advertisements encouraging them to think about only functional product quality.

Collecting and using personal data: consumers’ awareness and concerns

Consumers are becoming increasingly concerned about the privacy of their personal information and information about their purchase behaviors. The current study examines the extent to which consumers are concerned with how their personal information is collected and used, their awareness and knowledge of data collection practices using discount (loyalty) cards, the relationship between demographics and privacy concerns, and the relationship between privacy concerns and purchase behaviors. Results from a telephone survey of 480 consumers suggest that even though consumers are concerned about how personal information is collected and used, very few consumers are aware of how discount (loyalty) cards are used to collect personal level purchase data. Results also suggest that concerns about the use of personal information vary by demographic market segments, and that privacy concerns are significantly related to consumers’ purchasing behaviors on the Internet.

Bringing Reflective Learning to the Marketing Research Course: A Cooperative Learning Project Using Intergroup Critique

Recent theories suggest that learning is facilitated when concrete experiences are reflected upon (questioned, analyzed) to form abstract concepts and generalizations that are then used and tested in new situations. This article describes a group research project, for use in an undergraduate marketing research course, that gives students hands-on experience in using survey research methodology to measure potential demand for a new business. This group project is designed to stimulate and encourage reflective learning based on the use of intergroup critique throughout the term. Students formulate and come to understand important concepts based on continuous questioning and reflection at each of the major stages in designing a research project.

Influences on Consumer Responses to Winter Olympics Sponsorship

Perceived fit between a sponsoring brand and an event is considered to be a key sponsorship requirement, but little is known about the variables that are related to perceived fit. Coca - Colas sponsorship of the 2002 Salt Lake City Winter Olympics is examined to assess relationships between attitude toward the brand, attitude toward the event, and attitude toward sponsorships and brand/event fit. A telephone survey was used to contact 448 consumers. Results indicate that attitude toward the brand is moderately related to brand/event fit and attitude toward sponsorships is significantly related to brand/event fit.

Product comprehension and promotional strategies

Reviews and critiques literal views of product comprehension which rely on recall of key product claims to measure “correct” comprehension. Presents a constructive view of comprehension where product comprehension is seen as the process of forming personal interpretations of a product′s self‐relevance. Promotional strategies should be designed to suggest, encourage, and facilitate personal interpretations of the self‐relevance and positive consequences of product use. Marketers can use protocol probing procedures to obtain feedback about the personal interpretations consumers form during product comprehension.

Using an In-Class Simulation in the First Accounting Class: Moving from Surface to Deep Learning.

As students often find the first accounting class to be abstract and difficult to understand, the authors designed an in-class simulation as an intervention to move students toward deep learning and away from surface learning. The simulation consists of buying and selling merchandise and accounting for transactions. The simulation is an effective tool in building student confidence, creating a more positive attitude toward accounting, and sustaining a deeper understanding of accounting principles.

Measuring Intellectual Contributions for Achieving the Mission of the College of Business

Abstract Previous measures of intellectual contributions have been excessively broad in their attempts to measure the specific types of research conducted by business faculty, and excessively narrow in their view of how intellectual contributions relate to a schools mission. The mission-driven coding scheme outlined is a tool colleges can use to measure the multiple benefits of intellectual contributions in achieving a multifaceted mission—one that addresses teaching, research, and service. Adopting the proposed coding schemes will help schools of business meet the new challenges of mission-linked accreditation standards designed to support institutional diversity.

Alumni Perceptions of a Move to NCAA Division IA Football Membership.

ABSTRACT Because of its prominent role, football has the potential to positively impact a university in several ways. Previous research on college athletics has focused on the financial impact of athletic success on institutions (e.g., donations). This research examines the marketing capabilities of college football by measuring alumni perceptions of a large southeastern universitys move to NCAA Division IA football. A total of 297 alumni participated in a telephone survey. A high percentage of alumni believe IA football is prestigious and that the move to IA has influenced game attendance intention. Alumni believe the universitys image has been positively influenced by the move to IA, and 21% believe the perceived value of their college degree has been enhanced by the move to IA. Findings from this study can aid universities in understanding the importance of football to alumni and how athletics can keep alumni connected with their alma mater.