This study outlines the challenges an entrepreneur faces when trying to innovate using public display of music rights. Public display of music rights are the licenses an individual or business needs to play music for a group of people larger than your immediate family either inside your home or in...
Today’s marketing researchers provide incredible depth of information which explains much consumption behavior in the marketplace. Research into consumer behavior, especially the family of research related to consumer culture theory, provides theory on which cultural phenomena motivate consumers to exhibit the patterns they do in the marketplace. This study uses...
The present study develops and empirically tests a parsimonious new multiple-item scale to measure consumers’ propensities to adopt new technologies. We show that a consumer’s likelihood to embrace new technologies can reliably be measured by a 14-item index that combines assessments of consumers’ positive and negative attitudes towards technology. Consistent...
As the elderly population increases, more family, friends, and paid service providers assist them with consumption activities in a group that the authors conceptualize as the elderly consumption ensemble (ECE). Interviews with members of eight ECEs demonstrate consumption in advanced age as a group phenomenon rather than an individual one,...
This research develops a theoretical account of cultural meanings as integral mechanisms in the normalization of credit/debt. Analysis derives these meanings from the credit/debt discourses and practices of 27 white middle-class consumers in the United States and tracks their negotiation in patterns and trajectories in social and market domains. Discussion...
Green consumerism is an important issue among marketers due to the prevailing green gap (Tseng, 2016). A consumer’s green gap is the distance between the stated importance of protecting the environment and actual behavior (Tseng, 2016). This study strives to understand factors affecting consumer motivations and decisions related to sustainable...
This thesis focuses on creating effective signage for the Oregon State University College of Forestry Research Forests (OSU Research Forests). The OSU Research Forests are a unique setting because they offer space for research, class field trips, active timber harvest, and public recreation. The public interface requires the management at...
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MichelleBarnhart, Committee Member, representing the College of Business Marketing Department
The Confucius Institutes program is a Chinese organization established in 2004 to provide the world with language instruction and increase cultural awareness. The program forms joint venture business models with universities and schools around the world to establish language and culture centers on their school’s campus (“Constitution and By-Laws”). Over...
In the most recent decades, there has been extensive loss of seagrasses within the Indian River Lagoon estuary on the eastern coast of Florida. This decline poses a significant threat to the ecological function of the ecosystem, as well as to the social and economic wellbeing of the surrounding communities....
The impact that Andrew Tate has on his audience paired with the platform he holds has made Andrew Tate one of the most infamous names related to misogyny and “male empowerment”. His ability to connect to his audience and convince them of the superiority of his beliefs allows him to...