A5069695242- Consumer Behavior in Brand Consumption and Identification
- Media, Gender, and Advertising
- Digital Marketing and Social Media
- Behavioral Health and Interventions
- Media Influence and Health
- Cultural Differences and Values
- Marketing and Advertising Strategies
- South Asian Cinema and Culture
- Social and Intergroup Psychology
- Digital Communication and Language
James Madison University
2013-2023
Towson University
2010-2012
Cause-related marketing (CRM) can enhance corporate image and increase sales, but effects may vary depending on the audience. Findings from a national survey, Study 1, reveal that Generation Y women are more likely than men to support CRM. Our research further demonstrates unique findings with respect message processing response CRM campaign. In an experimental setting, 2 shows different gendered responses campaign over time. Results show men's purchase intentions decrease after exposure,...
Research has shown that men and women respond differently to cause-related marketing (CRM) appeals with fictitious brands; however, few studies examine how CRM works for existing brands or measure long-term effects. To fill these gaps, we explore the influence of sponsor brand use gender on responses a campaign at three points in time (premessage, postmessage exposure, 2-week delay). We are first study identify moderating effect gendered messages. Nonbrand users increased their purchase...
This research highlights the influence of globalization in Indian films (including product placement – PPL) and fashion, gauging perceived effects PPL on self others among audiences. Although critics assume media effects, little is known about how audiences feel changes film industry, or influences fashion consumption imagery. Across two studies, we seek to fill those gaps. Featuring 32 interviews, Study 1 revealed a relationship between real life. Perceived PPLs were found only younger...
This study examines how public perception of threat and efficacy (on self others) influence their tendency to take preventive action against the Zika virus by surveying 1,152 U.S. adults in Texas Florida. Findings show that individuals were likely protective actions when they: (1) saw a high risk disease (high threat) confident about ability reduce danger efficacy); (2) perceived others as having threat), but lacked (low efficacy). Further, discusses practical implications for design health...