VTechWorks Repository :: Browsing by Author "Nakamoto, Kent"

Browsing by Author "Nakamoto, Kent"

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Achieving Late-Mover Advantage: The Effects of Enhancing and Distinctive Strategies
Zhou, Zheng (Virginia Tech, 2002-04-10)
Despite the fact that most firms are late entrants in any product market, research on how to achieve a late-mover advantage is limited and lags behind the theoretical work on first-mover advantage. The strategic choice a late mover can utilize to compete against the pioneer is largely underdeveloped. Further, extant studies provide contradictory arguments and predictions regarding the efficacy of two basic late entry strategies: an enhancing strategy (providing a late entrant with enhanced features along existing product attributes) and a distinctive strategy (adding new or unique features to a late entrant' offering). The goal of this dissertation is to better understand the underlying behavioral mechanisms that enable a late entrant to compete with a successful pioneer and thereby address this inconsistency in the literature. Taking a category-based learning perspective, it is proposed that new brands are learned through a comparison process with existing brands. In the process, common features are evaluated in a category-based mode while unique features are processed in a piecemeal fashion. Two behavioral mechanisms are identified — discrepancy effects (i.e., perceived differentiation) which add to the late entrant's visibility and attractiveness, and ambiguity effects (comparison difficulty and perceived performance risk) that lessen the late entrant's attractiveness. Product category familiarity is proposed as the key moderator that affects the salience of each behavioral mechanism and hence the effectiveness of late entry strategies. Three experiments were designed to test the proposed perspective. It was found that common features are the focus of comparison in unfamiliar product classes and unique features receive particular attention in familiar product classes. Accordingly, ambiguity effects become more salient in unfamiliar product categories while differentiation effects are more prominent in familiar product cases. Further, a distinctive strategy is both more differentiated and more ambiguous than an enhancing strategy. Thus, a distinctive strategy is more effective in a familiar product class due to its attention-grabbing nature. An enhancing strategy is more successful in a novel or unfamiliar product class because of low levels of ambiguity. These findings provide important implications for product entry and positioning strategies as well as for further research.
Bad Apples, Bad Barrels, and the Structure of Marketing Channel Relationships: Analyses of the Propensity for Opportunism and Opportunistic Behaviors
Ishida, Chiharu (Virginia Tech, 2007-04-27)
The theoretical frameworks of transaction cost economics and agency theory are widely used to design appropriate governance structure for constraining opportunism within marketing channels. These approaches generally assume that marketing channel managers are opportunistic, and only economic constraints deter opportunism in exchange relationships. However, some empirical studies have shown that managers do not always behave opportunistically even if conditions permit such behavior. In addition, some researchers have proposed a "cycle of self-fulfilling prophecy" and have argued that the uncritical assumption of opportunism and excessive use of control mechanisms such as monitoring only exacerbates the problem. Thus, it is important to identify conditions in which opportunism likely occurs. The present research argues that marketing channel managers exhibit differing propensities for opportunism (PFO), and it spans three levels of analysis to identify contributing factors. The individual-level analysis treats marketing channel managers as a heterogeneous population and investigates the impact of individual traits on their behaviors in business relationships. At the dyadic level, I modify standard microeconomics models to incorporate norms of fairness. Finally, the extra-dyadic level of analysis goes beyond the traditional dyadic focus to include network-wide social influence on a relationship. Using the data collected from 162 unit franchieees. the hypotheses were tested using structural path analyses. The findings of this dissertation provide guidance on the extent to which costly and potentially damaging control mechanisms are really necessary in a given marketing channel relationship. Overall, the research contributes to the existing literature by re-examining a fundamental behavioral assumption about marketing channel managers and providing an alternative framework that can meaningfully inform us as to when and why opportunism occurs.
Brand Communities and Well-being: Learning to Age in a Red Hat
Moscato, Emily Marie (Virginia Tech, 2014-06-04)
The older female segment plays a critical role in society's fabric, as women past retirement volunteer a significant amount in their communities and provide essential caregiving to family members and friends. Moreover, older females outnumber older males and with the baby boomer population aging over 65, this segment is becoming more influential. Yet there is surprisingly little marketing research that focuses on this older female segment, their lived experiences, and their well-being. Working within the tradition of consumer culture theory, this project is an ethnographic exploration of the Red Hat Society (RHS), a brand community which focuses on celebrating older women. This research adds to the theoretical understanding of older female consumers by exploring how older women negotiate the meaning of aging, gender, and identity. Extending on brand community literature, I suggest how the RHS manages to create a supportive, 'safe space' in which members are able to engage play and learning. Play performances, enacted in through costuming and other rituals within the brand community, are extended beyond the bounds of this 'safe space' to influence the identities and well-being of these women.
Bundling and Consumer Evaluations of Individual Bundle Components
Sheng, Shibin (Virginia Tech, 2004-04-12)
Drawing from mental accounting, reference price, attribution and categorization theories, we propose that bundle price discounts will influence perceived prices and quality of the individual bundle components, thus influence purchase intentions. Meanwhile, we investigate how these bundling effects interplay with the forms of bundling, complementarity and brand images of bundle components. The empirical results indicate that the impact of bundle price discount on evaluations of individual bundle components varies across bundling forms. In a mixed-joint bundle, the price discount increases consumer perceptions of the regular price of bundle components, but does not change quality perceptions. In a mixed-leader bundle, the price discount hurt consumer price and quality evaluations of the discounted product, but increased the undiscounted product's perceived quality. These effects are moderated by complementarity and the brand images of bundle components. Implications of these findings for marketing researchers and managers are presented along with suggestions for further research.
Consumer Attitudes Toward Cross-Border Brand Alliances: Adding A Consideration Of Country Of Origin Fit
Carter, Larry Lee Jr. (Virginia Tech, 2002-04-24)
This research examines the growing phenomenon of cross-border brand alliances and the potential factors that influence consumers' attitudes toward these alliances. Building on an existing framework, it establishes country of origin fit as a new variable that influences consumer attitudes toward brand alliances and examines its relationship with brand fit under various conditions of brand familiarity. The results of two studies replicate previous research findings and demonstrate a new relationship between country of origin fit and brand fit in predicting consumer attitude towards cross-border brand alliances. These results extend research in understanding the relationship between the fit variables and the strength of their effects on brand alliance evaluations.
The Effect of Social Support Features and Gamification on a Web-Based Intervention for Rheumatoid Arthritis Patients: Randomized Controlled Trial
Allam, Ahmed; Kostova, Zlatina; Nakamoto, Kent; Schulz, Peter Johannes (2015-01)
Background: Rheumatoid arthritis (RA) is chronic systematic disease that affects people during the most productive period of their lives. Web-based health interventions have been effective in many studies; however, there is little evidence and few studies showing the effectiveness of online social support and especially gamification on patients' behavioral and health outcomes. Objective: The aim of this study was to look into the effects of a Web-based intervention that included online social support features and gamification on physical activity, health care utilization, medication overuse, empowerment, and RA knowledge of RA patients. The effect of gamification on website use was also investigated. Methods: We conducted a 5-arm parallel randomized controlled trial for RA patients in Ticino (Italian-speaking part of Switzerland). A total of 157 patients were recruited through brochures left with physicians and were randomly allocated to 1 of 4 experimental conditions with different types of access to online social support and gamification features and a control group that had no access to the website. Data were collected at 3 time points through questionnaires at baseline, posttest 2 months later, and at follow-up after another 2 months. Primary outcomes were physical activity, health care utilization, and medication overuse; secondary outcomes included empowerment and RA knowledge. All outcomes were self-reported. Intention-to-treat analysis was followed and multilevel linear mixed models were used to study the change of outcomes over time. Results: The best-fit multilevel models (growth curve models) that described the change in the primary outcomes over the course of the intervention included time and empowerment as time-variant predictors. The growth curve analyses of experimental conditions were compared to the control group. Physical activity increased over time for patients having access to social support sections plus gaming (unstandardized beta coefficient [B]=3.39, P=.02). Health care utilization showed a significant decrease for patients accessing social support features (B=-0.41, P=.01) and patients accessing both social support features and gaming (B=-0.33, P=.03). Patients who had access to either social support sections or the gaming experience of the website gained more empowerment (B=2.59, P=.03; B=2.29, P=.05; respectively). Patients who were offered a gamified experience used the website more often than the ones without gaming (t(91)=-2.41, P=.02; U=812, P=.02). Conclusions: The Web-based intervention had a positive impact (more desirable outcomes) on intervention groups compared to the control group. Social support sections on the website decreased health care utilization and medication overuse and increased empowerment. Gamification alone or with social support increased physical activity and empowerment and decreased health care utilization. This study provides evidence demonstrating the potential positive effect of gamification and online social support on health and behavioral outcomes.
Emotional Certainty and Health Communications
Corus, Canan (Virginia Tech, 2008-04-09)
At risk individuals tend to avoid information that might perturb their sense of security. I propose certainty appraisal as an important emotional dimension that affects health message processing and persuasion. Specifically, I suggest that emotions high on certainty appraisal can provide confidence to cope with the insecurity instigated by threatening health communications. Five studies are proposed to demonstrate the interaction of certainty appraisal with two health message characteristics: vulnerability to threat and response efficacy. Studies 1-3 provide evidence that when a health threat is highly self-relevant uncertainty related emotions impede processing whereas certainty related emotions facilitate it. Studies 4-5 show that individuals who are feeling uncertain prefer to attend a high efficacy message as it offers reassurance via useful recommendations. The findings extend affect regulation theories to involve emotional uncertainty as a state to be "repaired" by avoiding further deterioration or striving for restoration.
Emotional Intelligence in Consumer Behavior: Ability, Confidence and Calibration as Predictors of Performance
Kidwell, Blair L. (Virginia Tech, 2004-04-08)
The focus of this research is to examine the impact of emotional intelligence on consumer decision making. Several research goals are presented: 1) to develop and test a practical domain-specific scale of emotional ability, 2) to identify the influence of emotional ability on behavioral individual and group level performance in a consumer context, 3) and to identify how performance is further influenced by cognitive ability, cognitive and emotional confidence and calibration between perceived (i.e., confidence) and actual ability. Three studies were conducted to meet these goals. Study 1 involved the development and validation of a consumer emotional ability scale (CEAS), based on four underlying emotional abilities (i.e., perceiving, facilitating, understanding, managing). This instrument allowed for further examination of how emotional intelligence affected performance among consumer relationships. A proposed conceptual model was examined in an individual (study 2) and small group (study 3) context using the CEAS scale, along with additional items to assess the influence of cognitive ability, cognitive and emotional confidence, and calibration on performance in the consumer domain of healthy food choices.
Emotional Reasoning and Decision Making: understanding and regulating emotions that serve people's goals
Peter, Paula Caterina (Virginia Tech, 2007-04-11)
Increasing physical activity and adopting a healthy diet have the goal to enhance consumer welfare. The goal of this set of studies is to contribute to a research agenda that tries to support and enhance the life of consumers, through the exploration of emotional intelligence as a new possible avenue of research related to consumer behavior and health. Four studies are proposed that look at the possibility to introduce emotional intelligence in decision making and performance related to health (i.e. adoption and maintenance of a healthy diet/weight). The findings suggest the salient role of emotional reasoning (i.e. understanding and regulation of emotions) on decision making and performance related to health. Training on emotional intelligence and health seems to activate mechanisms that help people to use their knowledge in the right direction in order to make better decisions and improve performance related to health (i.e. adoption/maintenance of healthy diet/weight).
Emotions in Sports
Crabbe, Rowena C. (Virginia Tech, 2007-05-24)
In recent years the NCAA has had problems with the delinquent behavior of collegiate athletes on and off the field. The ability to know what causes athletes to act out will help athletic programs and reputations. Psychological behaviors have been related to sports performance and behavior in prior studies In this study, we hypothesized that higher Emotional Intelligence in collegiate athletes, the ability to perceive, understand and manage one's emotions, will be related to lower acts of delinquent behavior on and off the field, as well as better performance during games. Study participants were Virginia Tech Soccer, Basketball, and Football male student athletes. We assessed emotional intelligence using the MSCEIT v.2.0 and also measured self report delinquent behavior and game statistics. None of our hypotheses were supported. A major reason for the lack of evidence to support our hypotheses may have been low statistical power and possible sampling biases.
An Examination of Consumers' Selective Word-of-Mouth Communication Process and its Consequences
Hu, Yu (Virginia Tech, 2008-04-30)
This research proposes that consumers often selectively communicate their product knowledge with one another in order to achieve different interpersonal goals or to meet situational demands; as a consequence of this selective message construction process, the communicators' recollections of the product knowledge tend to be realigned with the contents of the communicated messages. To provide empirical support for this proposition, I employed a two-step, memory-based experiment procedure and used interpersonal relationship strength as the key investigating variable to examine communicators' selective message construction behavior and its evaluative consequences. Results showed that participants communicated more negative product information to a strong relation audience and more positive information to a weak relation audience; they were also more likely to negatively interpret ambiguous information to a strong relation audience. After the communication, participants in the strong relation condition showed significantly decreased product evaluations.
An Examination of the Influence of Consumer Motivation on Salesperson Appraisal and Emotional Response to Salesperson Behavior
Mallalieu, Lynnea Anne (Virginia Tech, 2000-04-14)
This research examines the effects of consumer motivation during an interpersonal sales encounter. The research proposes that a consumer's motivational mind-set affects the consumer's cognitive appraisal of the salesperson and the consumer's subsequent emotional response. Of primary interest is the interaction between a consumer's motivation and a salesperson's behavior. A main thesis of this research is that a congruency mechanism operates between the consumer and the salesperson during a sales encounter. Depending on the consumer's mind-set and the behavioral orientation of the salesperson either a congruent or an incongruent situation will be perceived by the consumer. Based on the congruency mechanism it is proposed that cognitive appraisals concerning goal facilitation will arise that will subsequently trigger specific emotional responses and behavioral outcomes.
Exploring the Feasibility of a Strategic Alliance Approach to Telecommunications Provision in Rural Municipalities
van Gelder, Brenda A. (Virginia Tech, 2004-04-26)
Rural communities require means for obtaining access to affordable broadband infrastructure and services to meet their economic development, education, and quality of life objectives. Due to the comparatively low potential for return on investment in serving isolated rural communities, the private sector telecommunications providers have proved unwilling or unable to provide beyond the very basic services for rural communities. Private sector providers must maximize their return on investment as it is their responsibility to shareholders. Return on investment is maximized in urban areas as opposed to rural areas because the high capital cost per connection is higher in rural areas; the operating cost per connection is higher; and the revenues per connection tend to be lower. This thesis explores the feasibility of municipal and private sector provider strategic alliances as an approach to provisioning rural areas with improved telecommunications infrastructure and services. As a means of determining whether the possibility exists of a "meeting of the minds" between municipalities and private sector telecommunications providers, a series of interviews was conducted. Common themes from the interviews were analyzed for areas of mutual interest and of polarized perspectives. In pursuing an alliance model, communities may need to consider less than the optimal technological solution in exchange for the opportunity to exemplify the ability to collaborate with a willing private sector partner. The results suggest that, while the prospects for strategic alliances as an emerging business model appear dim, opportunities do exist for rural communities and small private sector companies to find mutual interest on an exceptional basis in developing strategies for access to telecommunications infrastructure and services.
Focus on Outcomes or on Effort: The Role of Self-efficacy on Influencing Expectations
Lee, Yong Kyu (Virginia Tech, 2015-06-12)
In this dissertation, I investigate how differences in the manner via which individuals pursue goals (judging effort from outcome or outcome from effort) influences expectations (effort vs. outcome). In particular, I focus on the role of self-efficacy, and show that when individuals focus on outcomes, they take self-efficacy into consideration when assessing how much effort is needed. However, when focusing on effort, individuals do not take self-efficacy into consideration when making judgments of outcomes. Thus, I find that irrespective of differences in self-efficacy, individuals expect similar outcomes when effort invested is the same. I report findings from six studies, and discuss theoretical and managerial implications.
The Impact of Search Engine Selection and Sorting Criteria on Vaccination Beliefs and Attitudes: Two Experiments Manipulating Google Output
Allam, Ahmed; Schulz, Peter Johannes; Nakamoto, Kent (2014-04)
Background: During the past 2 decades, the Internet has evolved to become a necessity in our daily lives. The selection and sorting algorithms of search engines exert tremendous influence over the global spread of information and other communication processes. Objective: This study is concerned with demonstrating the influence of selection and sorting/ranking criteria operating in search engines on users' knowledge, beliefs, and attitudes of websites about vaccination. In particular, it is to compare the effects of search engines that deliver websites emphasizing on the pro side of vaccination with those focusing on the con side and with normal Google as a control group. Method: We conducted 2 online experiments using manipulated search engines. A pilot study was to verify the existence of dangerous health literacy in connection with searching and using health information on the Internet by exploring the effect of 2 manipulated search engines that yielded either pro or con vaccination sites only, with a group receiving normal Google as control. A pre-post test design was used; participants were American marketing students enrolled in a study-abroad program in Lugano, Switzerland. The second experiment manipulated the search engine by applying different ratios of con versus pro vaccination webpages displayed in the search results. Participants were recruited from Amazon's Mechanical Turk platform where it was published as a human intelligence task (HIT). Results: Both experiments showed knowledge highest in the group offered only pro vaccination sites (Z=-2.088, P=.03; Kruskal-Wallis H test [H-5]=11.30, P=.04). They acknowledged the importance/benefits (Z=-2.326, P=.02; H-5=11.34, P=.04) and effectiveness (Z=-2.230, P=.03) of vaccination more, whereas groups offered antivaccination sites only showed increased concern about effects (Z=-2.582, P=.01; H-5=16.88, P=.005) and harmful health outcomes (Z=-2.200, P=.02) of vaccination. Normal Google users perceived information quality to be positive despite a small effect on knowledge and a negative effect on their beliefs and attitudes toward vaccination and willingness to recommend the information (chi(2)(5)=14.1, P=.01). More exposure to antivaccination websites lowered participants' knowledge (J=4783.5, z=-2.142, P=.03) increased their fear of side effects (J=6496, z=2.724, P=.006), and lowered their acknowledgment of benefits (J=4805, z=-2.067, P=.03). Conclusion: The selection and sorting/ranking criteria of search engines play a vital role in online health information seeking. Search engines delivering websites containing credible and evidence-based medical information impact positively Internet users seeking health information. Whereas sites retrieved by biased search engines create some opinion change in users. These effects are apparently independent of users' site credibility and evaluation judgments. Users are affected beneficially or detrimentally but are unaware, suggesting they are not consciously perceptive of indicators that steer them toward the credible sources or away from the dangerous ones. In this sense, the online health information seeker is flying blind.
Individual and Holistic Information Processing
Pierce, Meghan Elizabeth (Virginia Tech, 2007-05-24)
Significant research in cultural psychology has underlined differences in Eastern and Western cultures. While differences in many cognitive domains have been examined, there is a gap in cross cultural research on information processing and integration. This research explores the effect of independent or interdependent thinking on how a subject processes information. It is hypothesized that subjects with an interdependent mindset will process information holistically and subjects in an independent context will process information individually, or with an attribute based approach. A preliminary study tested the averaging and additive effects of information processing and served as the foundation for two subsequent explorations. The first examined cultural differences in information processing through presenting subjects of different cultural backgrounds with presenter and evaluator situations. In the second study, individualistic and collectivist priming methodology was used to prompt subjects' ability to process information individually or holistically. Established measures of religiosity and connectedness were examined as possible moderators of the relationship between self-construal and information integration. Results show that differences between subjects primed in the interdependent condition were moderated by religiosity. Possible explanations for this effect are discussed.
The Influence of Money on Goal Pursuit and Decision-Making: Understanding Money's Unique Impact on Goal Pursuit
Moran, Nora (Virginia Tech, 2015-05-07)
Previous research suggests that activating concepts of money and wealth can increase motivation to achieve personal goals. In this dissertation, I investigate how money affects pursuit of important personal goals, and how this motivation may be affected by goal attainability. In eight studies, I show that priming concepts of money and wealth leads individuals to pursue important personal goals to a greater degree than control groups, but only when a goal is more attainable. In contrast, when a goal is less attainable, those primed with money will be less likely to work towards goals relative to control groups. Furthermore, I examine why money may have a detrimental effect on motivation when individuals are faced with less attainable but important goals, and argue those primed with money become more concerned with maintaining a sense of efficacy, and thus disengage from pursuit when success is less certain. Thus, this research identifies the needs made salient by activating money-"validating one's abilities. Finally, I show the relevance of these findings for consumer behavior, and discuss the additional implications of this work, as well as future research directions.
An Investigation into Attitudes towards Recycling CCA Treated Lumber
Alderman , Delton R.Jr. (Virginia Tech, 2001-04-12)
This research examines the effects of evaluations, beliefs, subjective norms, and perceived behavioral control on the contractor's decision intention to recover used CCA lumber. The purpose of this research was to determine the factors that affect recovery. This research proposes that a contractor's decision intention to recover is affected by evaluations, beliefs, subjective norms, and perceived barriers to recovery. The study included a mail questionnaire that was sent to over 2,800 contractors. The questionnaire was used to collect both demographic data and an evaluation of the factors believed to affect the recovery of CCA treated lumber. Data was collected primarily through the mail survey, where participants rated the factors believed to affect the recovery of spent CCA lumber. Extrapolation indicates that nearly 2.4 million cubic meters of treated lumber were removed in 1999 from the demolition of decks. It was also discerned that only two of the respondents recovered used CCA lumber on a full-time basis. Additionally, there appears to be a lack of knowledge regarding the chemical components of CCA treated lumber, the proper disposal methods, and handling of the product. This has profound strategic implications for not only the wood treating industry but other industries as well. The second phase of the research utilized ordinary least squares regression and a structural equation modeling program to model the factors concerning the contractors' decision intention to recover. The findings indicate that contractor beliefs and components of perceived behavioral control are the primary drivers in the contractor's decision intention to recover. Regarding beliefs, the findings indicate that contractors have a minimal belief that the recovery of the CCA lumber is necessary. This indicates that a marketing communications program should be developed to address the necessity and benefits of recovery. Recovery facilities and programs were found to be nonexistent and will have to be developed in order to facilitate recovery. Concerning programs, the overwhelming response was that some type of financial incentive would have to be incorporated to initiate recovery. In conjunction with the development of programs, recovery facilities will have to be developed that are convenient for the contractor to dispose of the used lumber.
Living with Chordoma Online: A Thematic Analysis of User's Experiences in an Online Cancer Support Group
Xenakis, Gina Marie (Virginia Tech, 2009-05-12)
The internet has revolutionized the way people are able to seek information and express themselves. Many fields have been dramatically impacted by its occurrence and the health field is no exception. It is becoming increasingly popular to participate in online discussion forums centered on health-related topics. The goal of this research is to describe participants' experience of using an on-line forum focused on Chordoma, a rare form of cancer. Analysis of free-response questionnaires filled out by members of the forum, revealed four key themes: (a) the forum is a source of invaluable information, (b) the forum is a source for emotional support and hope, (c) members share a unique bond that often results in friendship, and (d) members' involvement changes over time. Benefits obtained by the users and implications for medical professionals are discussed.
The Low Literate Consumer in the Pharmacy
Nardon, Nichole Diane (Virginia Tech, 2003-12-04)
The best public policy arises out of a need to provide protection to those who cannot protect themselves in the marketplace. This paper suggests that consumers with limited literacy skills are routinely overlooked within the healthcare arena and may be in need of consumer protection policies. Low literacy is generally perceived to be a stigma, and consumers may actively work to hide this fact. Moreover, given they lack literacy skills, low literate consumers employ other coping strategies to get their needs met. Based on the analysis of secondary data, in-depth interviews with adults from literacy educational centers, and observations in pharmacies, I explore the viability of the coping strategies that low literate consumers use when buying and consuming prescription and non-prescription drugs. The results suggest that while some of the strategies are successful, other strategies may lead to harmful consequences.

Browsing by Author "Nakamoto, Kent"

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