Suzanne Altobello

University of North Carolina at Pembroke | UNCP · Management Marketing and International Business

Theoretical basis The Dudley Beauty case illustrates a contemporary branding, management and marketing challenge facing many companies that are 50 plus years old. Movahhed (2016) highlights the six elements to consider during brand strategy: the target audience, the brand promise, brand perception (past, current and future), brand values, brand voi...

Purpose The purpose of this study is to develop and validate a scale to determine the consumer’s level of decision-making self-efficacy for a high-involved service purchase, specifically the purchase of medical insurance. One question to ask is how service providers can help consumers purchase the services that best meet their needs? Before interve...

Purpose The purpose of this paper is to explore potential benefits of gamification (application of game-playing elements) for financial well-being and motivation to save. Design/methodology/approach A preliminary survey of college students explored how gamification principles incorporated into money-savings/personal finance smartphone apps could...

Product placements are often consumed in social settings. However, the product placement literature has yet to adequately incorporate social settings into its research agenda. This research adds to the product placement literature by examining the nature of the social setting based on the relationship between coviewers. Results from a multilevel mo...

Purpose Social shopping relies on word-of-mouth, with marketers turning to social shopping rewards (SSRs) to generate social buzz. According to US regulatory bodies, these types of rewards, if considered endorsements, must be disclosed. Yet, little is known about the impact of disclosure of SSRs. To address this gap, this study aims to examine the...

This study examines the impact of brand-character association on consumer attitude toward the placed brand. A 2x2 within subjects experiment, using a full-length movie as a stimulus, was conducted on a panel of student subjects to assess the interaction effect of character–brand valence on consumer attitude. Results support a significant interactio...

Purpose – The purpose of this paper is to examine the dilemma that is based on a decision to disclose or not to disclose social shopping rewards (SSRs), in an effort to enhance the effectiveness of social shopping. To protect consumers and guide marketers, emergent forms of online commerce on social media platforms warrant closer examination. One s...

As an evolution of electronic commerce, social shopping leverages the power of social media to transform the online shopping experience in ways that benefit both marketers and consumers. To create social shopping value, marketers have typically relied on economic (extrinsic, monetary) rewards, which enhance utilitarian value and build short-term sa...

Consumers usually experience product placements in the presence of others, such as watching a movie or television show together. In this study, the role of social context on attitudes toward prominently placed brands is explored. Multilevel modeling was used to analyze data from 382 participants who watched a sitcom episode in dyads, with a friend...

Mature consumers (age 55 years and older) hold the majority of purchasing power in the United States, but relatively little consumer research is focused on this group. The present project examines mature consumers' decision-making process for service purchases, focusing specifically on information search and choice of service providers. Three quali...

E-commerce is a strategy for rapid growth, especially by small and medium sized businesses (SMEs). However, the adoption rate of e-commerce by SMEs in Latin America is still undersized. The authors compare the theory of planned behavior (TPB) and the theory of reasoned action (TRA) using structural equation modeling to determine which is better at...

Purpose The purpose of this paper is to apply Lichtenstein et al. 's price perception model to American, Chinese and Japanese cultures, to test the measurement equivalence across three cultures, and to compare the price perception constructs across three cultures using equivalent instruments. Design/methodology/approach A questionnaire is used to...

Purpose The purpose of this paper is to examine the information search behaviors of mature consumers (age 55 and older) for new service purchases across several contexts. Design/methodology/approach Almost 200 mature consumers in the Midwestern USA were surveyed regarding new home, medical, or financial service purchases made within the past 12 mo...

Recently, Kulviwat et al. (2007) proposed a new model, Consumer Acceptance of Technology (CAT), that was shown to significantly improve the prediction of intentions to adopt high tech products by integrating affect constructs and an additional cognitive construct into the well-known Technology Acceptance Model (TAM). The purpose of the current stud...

With a variety of mobile content, such as weather, sports, and commercial ads, available for consumers to access on wireless devices, it is important to explore the effect of presentation modalities on consumers' ability to retain the information and on consumers' perception of the content. Three messages were presented on a mobile device to 116 re...

The Theory of Planned Behavior is used to predict a variety of behaviors, but its use in dealing with predicting e-commerce intentions in small-to-medium-sized enterprises (SMEs) and in developing countries is limited. We use the TPB to model intentions to adopt e-commerce among 212 managers/owners of SMEs in Chile. Hierarchical regression results...

In this study, we applied a measurement model of the country-of-origin (CO) effect developed by Parameswaran and Pisharodi (1994) across three groups: Caucasian Americans, African-Americans, and Chinese consumers. We explored CO effects towards a tangible product with a different origin country (Japan) than previously examined and explored the CO e...

In the last few decades, scholars and practitioners have increasingly tried to understand the factors that influence technology acceptance. Theories and models developed by scholars have tended to focus on the role of cognition and have rarely included affect. The few studies that have incorporated affect have tended to measure a single emotion rat...

With the advancements in mobile phone technology and the increase in consumer use of wireless devices to access the internet, there is a need to explore the inevitable effect of these factors on mobile advertising. In this project, we presented commercial content on wireless devices, designed to represent various modality combinations (text, audio,...

The link between a strong identification with the athletic self-concept and well-being, commitment, and effort in athletes has been established in numerous research projects. However, current measures of athletic identity do not specifically acknowledge the public and private aspects of the athlete role and their differential influence on behavior....

When a choice set consists of a distribution of alternatives with correlated benefits and costs, consumers often exhibit single-peaked preferences—they prefer an alternative having moderate costs and benefits. Theories disagree about how adding additional lower benefit/lower cost or higher benefit/higher cost alternatives to this choice set will af...

We present a domain-specific analysis of control motivation, which distinguishes between three types of control needs: desire for mastery of one's physical and non-social environment, desire for power in one's interpersonal environment, and desire for autonomy. A new version of the Bains Control Motivation (CM) Scale is developed and validated for...

"April 1999." Thesis (M.A.)--University of Notre Dame, 1999. Thesis directed by Kerry L. Marsh for the Department of Psychology. Includes bibliographical references (leaves 100-106).

The control-gaining influence of counterfactual thought was examined in a month-long study of real-life exam performances. Participants were contacted immediately after receiving a test grade, the day before their next test, and right after receiving their second grade. Previous research has proposed that upward counterfactuals lead to improved fut...