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Marketing Theses and Dissertations
Recent Submissions
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Kim, Woocheol
(University of Oregon, 2024-08-07)
Social media influencers wrestle with the decision of how much to disclose about their personal lives. Must attention and financial opportunities come at the cost of privacy? Do risks from being personally vulnerable at ...
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Tran, Chi
(University of Oregon, 2024-01-10)
The past few decades have witnessed massive expansion of technology infrastructure and digital devices. As technological advancement continues to upend many existing social and business norms, it fundamentally changes how ...
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Canfield, Jessica
(University of Oregon, 2024-01-10)
Advertising media planners worry that the negative content in news media creates an inhospitable advertising context. The present research investigates if this concern is well founded. I find that advertisements placed in ...
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Marquardt, Adam Jefferson
(University of Oregon, 2007-09)
In the relationship marketing literature, our knowledge of business-to-business
buyer-seller relationship quality and its role in influencing seller brand equity remains
incomplete. This study develops a theory-grounded ...
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Edelblum, Andrew
(University of Oregon, 2022-10-26)
Today’s dynamic market landscape affects and is affected by a variety of significant cultural shifts and touchstones, from global warming and racial injustice, to voter disenfranchisement and the Covid-19 pandemic. In the ...
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Grove, Kivalina
(University of Oregon, 2022-10-04)
Consumers engage in a multitude of daily practices which contribute to their individual and community wellbeing. I take a multi-method approach to investigating three consequential and interrelated consumer practices with ...
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Smith, Larry Lacross
(University of Oregon, 1976)
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Warren, Nathan
(University of Oregon, 2021-09-13)
Digital payment platforms have disrupted tipping norms and shifted the relationship between customers and employees. In traditional restaurants, customers provide a tip by writing an amount of their choosing on a paper ...
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Marquardt, Adam Jefferson
(University of Oregon, 2007-08)
The purpose of this thesis is to determine in as
far as is possible, the types of baskets produced by the
Indians of Oregon, their distribution and their affinities
to those in adjacent areas.
The problem is complicated ...
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Paik, Sung-Hee
(University of Oregon, 2020-09-24)
This dissertation explores how visual cues, such as a victim’s image or the color used in a donation appeal, can influence consumers’ donation intention. The first main chapter, “Less is More: The Benefit of Using Blurry ...
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Setten, Eric
(University of Oregon, 2020-09-24)
My dissertation looks at how consumers view food and beverages either as a means to enjoy themselves as sports fans or as a means to improve physical performance as athletes. The first essay, “Eat to Win, Not to Lose,” ...
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Charlton, Aaron
(University of Oregon, 2019-09-18)
This dissertation addresses the topic of brand latitude, defined herein as a public entity’s capacity to deviate from category norms or to transcend the normal function of a brand without incurring adverse responses from ...
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Reich, Brandon
(University of Oregon, 2019-01-11)
Applications of theories of interpersonal blame to consumer behavior have largely focused on understanding when consumers blame companies for their misbehavior. The current research moves beyond past work by shedding new ...
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Xie, Hu
(University of Oregon, 2017-09-06)
How we communicate about brands and companies has changed. CEOs have come into the spotlight of brand communications but little marketing research offers holistic knowledge about CEOs as brand endorsers. This research ...
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Wang, Xin
(University of Oregon, 2017-09-06)
Scant research on food advertising and purchase decisions has examined the moderating role of social constructs such as power. In this research, I investigate how consumers’ sense of power influences the persuasiveness of ...
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Wardley, Marcus
(University of Oregon, 2017-09-06)
I propose two new theories to explain the consumption of aversive experiences: valence conversion and the hedonic equation. The principle of valence conversion asserts that discrete emotions that share a similar set of ...
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Hanson, Sara
(University of Oregon, 2016-10-27)
Generating and maintaining participation in online communities is critical to their success. In this research, I investigate how the design of the reputation system can influence user participation. Specifically, I explore ...
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Koppenhafer, Leslie
(University of Oregon, 2014-10-17)
This dissertation examines how the inclusion of the social element in access-based consumption can influence affective and behavioral responses. The first essay builds upon the dimensions proposed by Bardhi and Eckhardt, ...
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Lee, Christopher
(University of Oregon, 2014-09-29)
Marketing is about numbers but not necessarily just a number. From a big crowd to a half empty arena, adjectives carry numerical associations. The research within this dissertation builds on that idea while focusing on ...
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Armstrong Soule, Catherine
(University of Oregon, 2014-09-29)
The dissertation explores factors influencing consumers' payments in anonymous Pay-What-You-Want (PWYW) pricing contexts. Consumers often pay more than zero when given the opportunity to self-determine payments. However, ...
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