Carol M. Megehee

• University of Texas-Austin 1996
• Professor Emeritus at Coastal Carolina University

This theoretical and empirical study applies complexity theory tenets to deepen understanding, explanation, and prediction of how configurations of national cultures and need motivations influence national entrepreneurial and innovation behavior and nations’ quality of life (QOL). Also, the study examines whether or not high national ethical behavi...

Firm’s operating contexts and asymmetric perspectives of success versus failure outcomes are two essential features typically absent in research on firms’ implemented strategies. The study here describes and provides examples of formal case-based models (i.e., constructing algorithms) of firms’ implemented strategies within several of 81 potential...

Purpose This paper aims to apply complexity theory tenets to deepen understanding, explanation and prediction of how configurations of national cultures and need motivations influence national entrepreneurial and innovation behavior and nations’ quality-of-life (QOL). Also, the study examines whether or not high national ethical behavior is suffici...

This study provides a theory of the influences of alternative national cultures (as complex wholes) on customers’ tipping behaviors following receiving of services in restaurants and taxicabs. Based on complexity theory tenets, the study constructs and tests models asymmetrically—offers separate models for explaining and forecasting high tipping ve...

The study here responds to the view that the crucial problem in strategic management (research) is firm heterogeneity – why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” of Misangyi et al...

This chapter elaborates on the usefulness of embracing complexity theory, modeling outcomes rather than directionality, and modeling complex rather than simple outcomes in strategic management. Complexity theory includes the tenet that most antecedent conditions are neither sufficient nor necessary for the occurrence of a specific outcome. Identify...

Unique from prior research that deconstructs culture into separate attributes and reports on the symmetric “net effect” of each, the current study identifies holistic configurations of culture that account for the prevalence of tipping behaviors across tourism industries. Consistent with the theory that distinct holistic cultures predict tipping an...

This essay elaborates on the usefulness of embracing complexity theory, modeling outcomes rather than directionality, and modeling complex rather than simple outcomes in strategic management. Complexity theory includes the tenet that most antecedent conditions are neither sufficient nor necessary for the occurrence of a specific outcome. Identifyin...

This study responds to the view that the crucial problem in strategic management (research) is firm heterogeneity—why firms adopt different strategies and structures, why heterogeneity persists, and why competitors perform differently. The present study applies complexity theory tenets and a “neo-configurational perspective” in proposing firms' com...

This chapter proposes a holistic (i.e., “recipe” or “algorithm”) post-positivistic approach to theory and data analysis to learn the impacts of alternative cultural complex wholes on the proportion of service professions within a nation. The study here includes substantially re-examining and extending the theory and findings by Lynn et al. (1993) t...

This research calls for recognizing how good practices improve theory construction. Most thinking is non-conscious and automatic, people are not able to retrieve and report their actual beliefs, feelings, and likely actions, and the whole complexity of situation and context drives automatic thinking. Therefore, researchers need to conduct true fiel...

Identities can be considered an intangible resource when they support the competitive advantage of a firm. Some work has shown that the context of an organization matters but will that hold true at a beach location filled with large numbers of micro-businesses and small businesses where entrepreneurs and small business owners engage their world bot...

Your first sale of a big idea! Certain transformations are with us forevermore while others are rather micro happenings that we soon are unable to recall. This special issue includes research into 32 different categories of transformations. The articles here are valuable for marketers and consumers. Understanding transformation processes contribute...

This study examines the impact of low, medium, and high prices on luxury brand choices by consumers very high versus very low in chronic desire for conspicuousness (CC) on selection of a luxury brand, namely, as well as the combination of very high versus very low chronic desire for rarity (CR). The research design tests and confirms the nomologica...

This study explores the connection between perceptions of direct-to-consumer (DTC) advertising based on where people live and shop. Urban consumers were found to be more skeptical of DTC advertising, but more likely to believe that physicians select pharmaceuticals based on the efficacy of the product. Those living in rural areas were more motivate...

Purpose The purpose of this paper is to develop a method for estimating new direct tourism spending resulting from a new event in an existing destination. Design/methodology/approach Intercept surveys were conducted on site at six of nine festival locations. Of the 308 festival participants approached at random and asked to participate, 264 agreed...

Purpose The purpose of this paper is to develop a method for estimating new direct tourism spending resulting from a new event in an existing destination. Design/methodology/approach Intercept surveys were conducted on site at six of nine festival locations. Of the 308 festival participants approached at random and asked to participate, 264 agreed...

Consider groups of partying college students failing to helpfully assist someone in life-threatening distress from alcoholic poisoning. Anecdotal evidence (Davis and DeBarros, 2006) supports the social-norming theory subfield of unresponsive bystander research by Latane and Darley (1970) and others (Cialdini and Goldstein, 2004). This article is a...

The ability travelers have to learn about the destination, explore and visualize activities and events, and book accommodations through the destinations' websites likely affects tourism visit behavior. Information availability, utility, and value of information on websites are the essential factors in the process of planning a vacation. This study...

Purpose The purpose of this paper is to examine the impact of consumer sociability and service provider perceived expertise on service relationship success. Design/methodology/approach A sample of 281 consumers in the USA, randomly selected with the assistance of a commercial list service, completed the survey. Structural equations modeling, was u...

Creating visual narrative art (VNA) of stories that consumers and brands tell achieves several objectives. First, creating VNA revises and deepens sense making of the meaning of events in the story and what the complete story implies about oneself and others. Second, creating VNA surfaces unconscious thinking of the protagonist and other actors in...

Building on semiological research (i.e., the study of signs and symbols of all kinds) investigating the use of symbols in cinematic portrayals of travel behavior, this article describes a phase dynamics theory of epiphany travel behavior. Core propositions of the theory include (1) epiphany travel behavior and storytelling about such travel include...

This article examines the nature of consumer process involvement and cognitive processing of advertising content as mediating variables between commercial message executions (e.g., broadcast time compression and expansion and using broadcast versus print media) on attitude and behavioral intentions. The article proposes a framework that builds on t...

This paper advances (i) propositions of consumer behaviour theory in tourism via storytelling theory and (ii) skills in decoding elements and subtle details that appear in ‘good stories’ versus not-so-good stories within travel contexts. The present paper presents a set of iconic story symbols for use in decoding stories and shows how to use these...

A study was conducted among marketing students to assess perceptions of their own and others’ plagiarism, likelihood of being caught, and appropriate sanctions for cheating. Students admitted to having plagiarized, though overwhelmingly they believed these activities were more common among classmates. Perceptions of peer behavior was positively rel...

Purpose – The purpose of this paper is to examine the subculture of Southern Mardi Gras society in coastal Mississippi and Alabama. Design/methodology/approach – Participant observation was used to explore the subculture as well as depth interviews with 42 informants who participated in Mardi Gras societies and/or balls. Findings – The findings d...

Purpose – The purpose of this editorial is to introduce the special issue of the International Journal of Culture, Tourism and Hospitality Research (IJCTHR) on “Decoding southern culture and hospitality”. Design/methodology/approach – The editorial outlines the primary objective of the IJCTHR special issue and introduces a southern tourism schema....

This commentary responds to Tony Ellson's, "Can we live without a dog? Consumption life cycles in dog-owner relationships" from the point of view of a cat owner and her cats. The author discusses cat-related consumption via a life-cycle framework and notes that consumption extends beyond basic food, veterinarian care, pet supplies, and pet services...

This study provides support for the better-than-average effect with respect to ethical decision-making, and the influence of personal contact on these perceptions. Using data from marketing students at two major universities over two time periods, the findings indicate that students believe their own behavior to be more ethical than either their fr...

In verbal, one-way marketing communication, e.g., radio advertising, the only cues that the target customer has are voice related. Competitive and financial considerations dictate that advertisers use the most cost-effective means to accomplish their communication objectives. Using a two-step approach, this study examines, first, the effect of spee...

Service is largely becoming self-service for the average consumer. Many full-service providers have begun to offer self-service options to their customers, or are replacing current offerings. Because of the potential for negative outcomes, including reduced customer loyalty and increased opportunities for competitors, managers need to understand wh...

In an experiment testing prior service experience and dollar amount and timing of service failure response (SFR), greater dollar amount positively influenced perceived appropriateness of satisfaction with the response and offset discomfort with SFR. Experience positively affected perceived reputation of the firm and intention to use the service aga...