Marketinghttp://hdl.handle.net/10211.3/2102262024-03-29T10:42:40Z2024-03-29T10:42:40ZFraming Zero: When Losing Nothing is Better Than Gaining NothingWardley, MarcusAlberhasky, Maxhttp://hdl.handle.net/10211.3/2150812020-02-13T17:41:43Z2019-01-01T00:00:00ZFraming Zero: When Losing Nothing is Better Than Gaining Nothing
Wardley, Marcus; Alberhasky, Max
Loss aversion predicts that a loss should be more aversive than an equivalent gain. When that amount is zero we show the opposite. That is, “gaining nothing” is more aversive than “losing nothing.” We show support for this effect across five studies. Studies one and two demonstrate the effect by replicating two well-known studies and varying the framing of zero. Study three examines the underlying affective mechanism. Study four explores financial decision-making, and study five demonstrates the difference between a small loss and gaining nothing is moderated by belief in risk-reward. These results have important implications for researchers and managers.
2019-01-01T00:00:00ZStanding Out in the Crowd: Marketing and Branding Strategy for the Smaller WinerySciglimpaglia, DonWhitt, Airon Elizabethhttp://hdl.handle.net/10211.3/2150802020-02-12T23:45:59Z2018-01-01T00:00:00ZStanding Out in the Crowd: Marketing and Branding Strategy for the Smaller Winery
Sciglimpaglia, Don; Whitt, Airon Elizabeth
Businesses around the world know the power of marketing, that they must engage the customer at a multitude of levels and attack distribution channels with vigor. While this approach is widely accepted and used in a broad range of industries, the world of wine is a bit more delicate. How do smaller wineries promote their wines legally without overwhelming the customer? How can these smaller wineries get access to the market dominated by a few powerful giants? And what are the winery specific tactics that have been proven to engage customers while making sales, and keep them as customers long term? The following analysis aims to tackle these questions.
2018-01-01T00:00:00ZComparing Brand Placements And Advertisements on Brand Recall and RecognitionDavtyan, DavitStewart, KristinCunningham, Isabellahttp://hdl.handle.net/10211.3/2137332019-10-10T23:21:39Z2016-09-01T00:00:00ZComparing Brand Placements And Advertisements on Brand Recall and Recognition
Davtyan, Davit; Stewart, Kristin; Cunningham, Isabella
Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials. The current study confirmed that brand placements in television sitcoms elicit lower levels of recall than, but similar levels of recognition to, a 30-second advertisement during a commercial break in the show. The study suggests that the ability of consumers to remember specific brands might be enhanced by a combination of brand placements and television commercials. This can be explained by the beneficial synergy effects of using a mixture of promotional tactics.
Management Slant
• In this study, a brand placement was equally as effective as a 30-second commercial in eliciting brand recognition.
• Participants' unaided recall was higher when they saw a 30-second commercial than when they watched a prominent brand placement.
• A combination of brand placement with a 30-second commercial elicited unaided recall similar to that of two 30-second commercials.
• Advertisers should consider utilizing less expensive brand placements if their objective is to increase brand recognition.
• Advertisers can benefit from possible synergy effects when combining a brand placement with a 30-second commercial.
2016-09-01T00:00:00ZUnderstanding the Marketing Implications of Sport Rivalry: What We Know and Where We Are HeadedHavard, Cody T.Dalakas, Vassilishttp://hdl.handle.net/10211.3/2134392019-10-12T00:12:35Z2017-12-01T00:00:00ZUnderstanding the Marketing Implications of Sport Rivalry: What We Know and Where We Are Headed
Havard, Cody T.; Dalakas, Vassilis
The topic of rivalry is a favorite in sport popular culture. Fans, media members, and participants frequently discuss who is a rival team, what constitutes a rivalry, and what rivalries are most relevant in sport. For example, if one turns the television to a sport channel or visits popular sport media websites, they will almost certainly be exposed to a story, highlights, or discussion about rivalry. The phenomenon is
so popular among sport fans that major television and media outlets have labeled portions of seasons accordingly (e.g., college football’s Rivalry Week typically runs the last regular season week when most traditional rival teams play and Major League Soccer has recently started to promote Rivalry Week two times during its season). However, given the attention the topic receives from fans and the popular media, academic research only recently began to focus on understanding and explaining this topic. The purpose of this special issue is to highlight the phenomenon, and present empirically driven ideas that can help academicians and practitioners better understand the marketing implications of rivalry in sport.
Rivalry in sport begins with the study of social identity (Tajfel, 1974) and group behavior (Turner, 1982), in which an antagonistic relationship creates an
in-group and an out-group. Competition reinforces the “us versus them” mentality and intensifies rivalry. This introduction will first visit what we currently know
about rivalry in sport, including both the antecedents that lead to the phenomenon and consequences of its presence. We will then discuss future directions of
study that will help academicians and marketers better understand how rivalry influences fan reactions and behavior. Finally, we will briefly introduce the four
articles included in this special issue, helping further understanding on the phenomenon and providing a foundation for new directions of inquiry into rivalry
in sport.
2017-12-01T00:00:00Z