Scholarly Work - Business
Permanent URI for this collectionhttps://scholarworks.montana.edu/handle/1/9306
Browse
4 results
Search Results
Item Me first, then the environment: young Millennials as green consumers(2018-04) Naderi, Iman; Van Steenburg, EricPurpose This research aims to shed greater light on millennials' green behavior by examining four psychographic variables (selfless altruism, frugality, risk aversion, and time orientation) that may be relevant to millennials' motives to engage in environmental activities. Design/methodology/approach Data were collected from a sample of younger millennials (n = 276; age = 18 to 30) using a self-administered questionnaire. The data were then analyzed using structural equation modeling (SEM) technique. Findings Overall, the results of the study reveal that rational and self-oriented rather than emotional and others-oriented motives lead millennials to act pro-environmentally. Practical implications The findings of this study have implications for environmental advocates, policymakers and green marketers. For instance, the findings suggest that environmental regulators and lawmakers should continue their efforts to provide economic incentives to encourage pro-environmental purchases among millennials. Additionally, marketers of green products may pursue self-directed targeting strategies in promoting green products among millennials. Originality/value Millennials grasp the environmental consequences of their actions and have the education, motivation and social awareness to participate in the green movement. However, they have not truly begun to fully integrate their beliefs and actions. The present study is an initial attempt to address this issue by investigating various psychological factors that are relevant to the millennials' core behavioral motives.Item Point of Purchase or Point of Frustration? Consumer Frustration Tendencies and Response in a Retail Setting(2013-09) Van Steenburg, EricThe research applies precepts from frustration theory to investigate frustration when a goal is blocked in a consumer context. Predictions are derived, and two studies are designed to investigate the goal-directed sequence following a blocked goal and the role of individual differences in frustration tolerance in a retail checkout encounter. The findings of the research suggest that when the goal of retail checkout is blocked, consumers adopt either adaptive or maladaptive resolution strategies. Those who take an adaptive approach return to goal-seeking behaviour, whereas those following the maladaptive path initially resolve their frustrations through resignation. That initial resolution strategy of resignation then produces a second wave of new blocks to goal attainment (helplessness, anger and self-preoccupation). Subsequently, the second wave of blocks is countered with a second set of resolution strategies (alteration, substitution, abandonment with acceptance or abandonment with suffering). The research findings also reveal that consumer frustration responses are associated with internal versus external blame and with social surroundings or who is watching the frustrating event unfold. The results likewise indicate that attitude toward the company and repatronage intentions are influenced by social surroundings and by individual differences in frustration tolerance (fairness, entitlement, gratification and achievement). Copyright © 2013 John Wiley & Sons, Ltd.Item Self-Referencing and Political Candidate Brands: A Congruency Perspective(2015-01) Guzmán, Francisco; Paswan, Audhesh K.; Van Steenburg, EricAlthough political and marketing analysts commonly describe political candidates as brands, the conceptualization of political candidates as brands within academic research and popular culture is uncommon. This paper presents empirical evidence in support of viewing candidates as such. Using data from a nationwide study that measures the self concept of Mexican voters and their perceived images of the presidential candidates in Mexico's 2006 election, the paper demonstrates that voters see themselves and each candidate as a distinct brand. Furthermore, this view of a voter's self-brand influences his or her perception of a political candidate's brand image. The academic and managerial implications of these findings are discussed.Item Consumer Recall of Brand Versus Product Banner Ads(2012-09) Van Steenburg, EricPurpose – The paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing. Design/methodology/approach – The research uses three experimental design studies to empirically test the hypotheses based on the elaboration likelihood model (ELM) by manipulating type of online banner advertisement (brand‐type versus product‐type) and measuring individual need for cognition (NFC). Findings – Consumers high in NFC recall product‐type banner ads more readily than those low in NFC, while brand‐type banner ads are more likely to be recalled by low‐NFC consumers. However, high‐NFC consumers recall brand‐type ads under all situational influences tested. And while consumers low in NFC recall product‐type banner ads featuring a directive better than their high‐NFC counterparts, they do not recall directive ads at a greater rate than high‐NFC consumers recall brand‐type ads. Research limitations/implications – While previous research has found that variations in ad size, color, interactivity, and web site location affect recall, this research only measured static banner ads that appear at the top of the page. However, because it is the first to examine involvement in terms of NFC in combination with brand‐ and product‐type ads, the research sheds new light on consumer awareness of two types of banner ad strategies adopted by marketing managers today. Practical implications – In an online context, the type of banner ads used by marketing managers should be paired with the web site based on how much time consumers spend at the site and how many pages they click through at the site. All things being equal, however, managers should favor brand‐type banner ads over product‐type banner ads. Originality/value – The research extends understanding of ELM as it relates to type of banner ad while establishing a potential research stream for better understanding of how consumers process various types of online ads. At the same time, it provides new evidence that can help marketing managers make better strategic decisions regarding their online marketing mix.