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Filtering by: Degree Name Master of Arts (M.A.) Peer Reviewed No Subject Consumer behavior

The effects of retail store lighting and shelf height on consumer' feeling of safety and behavior

Creator:

Mouhoubi, Farida

Abstract:

This study aims to identify the effect of different lighting conditions and shelf height in a retail store environment on emotional states, feeling of safety and behavioral intentions. Lighting and store fixture height are two retail store components that can affect consumers’ emotional states and therefore their shopping experience. This...

Resource Type:

Masters Thesis
Just do it : an analysis of cultural factors behind the growth of Nike, Inc.

Creator:

Chen, Roger L.

Abstract:

The success of NIKE, Inc. is deemed miracle by professionals on both Wall Street and Madison Avenue. Research done in the past tends to credit the growth of NIKE, Inc. to its marketing strategies. By placing the achievement of the company in the postmodern context, this study analyzes the cultural...

Resource Type:

Masters Thesis
Of stereotypes and strategies : emic perspectives of shopping in a television servicescape

Creator:

Harris, Mackenzie Moore

Abstract:

Culturally based stereotypes are a pervasive force behind quick judgments about behavior, intent, and beliefs which allow individuals to interact efficiently to meet their own goals. Gender stereotypes are present in marketing media and servicescapes, where they define the behavior, needs, and wants of shoppers. The literature on consumer behavior...

Resource Type:

Masters Thesis
Being and consuming : the dynamics of self and society in the marketing of alumni association brands

Creator:

Gardels, Adam A.

Abstract:

This thesis employs cultural analysis to better understand the meanings consumers have for the brands they consume. This research uses qualitative methods to elicit and analyze the brand meanings alumni and students have of their alma matter and alumni associations. Results from this research suggest that consumption is a ritual...

Resource Type:

Masters Thesis