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Net transaction value: Toward a unified theory of buyer decision-making
Title
Net transaction value: Toward a unified theory of buyer decision-making.
Creator
Branchik, Blaine J., Florida Atlantic University, Shaw, Eric H.
Abstract/Description
Buyer decision-making, a fundamental marketing activity, is studied from a variety of perspectives. This study proposes Net Transaction Value (NTV), a unified theory of buyer decision-making. NTV hypothesizes that a buyer makes an implicit and subjective calculation before making a purchase in a high involvement context. In making this calculation, the buyer deducts the costs anticipated from a transaction or transaction stream from its associated benefits. Benefits in the NTV equation...
Show moreBuyer decision-making, a fundamental marketing activity, is studied from a variety of perspectives. This study proposes Net Transaction Value (NTV), a unified theory of buyer decision-making. NTV hypothesizes that a buyer makes an implicit and subjective calculation before making a purchase in a high involvement context. In making this calculation, the buyer deducts the costs anticipated from a transaction or transaction stream from its associated benefits. Benefits in the NTV equation reflect not only the product or service offering itself, but the monetary aspects of the transaction or purchase deal. Costs reflect the buyer's own self-imposed costs over and above price as well as those costs over and above price imposed by the seller on the buyer. This study uses the NTV model to develop and test the relationships between these benefit and cost variables and the buyer's perceptions of net transaction value. Results confirm that the buyer includes the benefits of the product or service offering itself and seller-imposed costs in the calculation of NTV. As a result, NTV provides a valuable tool for predicting and describing buyer decision-making.
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Date Issued
2005
PURL
http://purl.flvc.org/fau/fd/FADT12121
Subject Headings
Marketing research, Consumer behavior, Decision making, Business forecasting
Format
Document (PDF)
enhanced model for measuring service quality
Title
An enhanced model for measuring service quality.
Creator
Jagannathan, Venkatakrishnan., Florida Atlantic University, Shaw, Eric H.
Abstract/Description
Three models have been proposed to measure service quality in the marketing literature. These models are: (1) Perception minus Expectations (P-E) Model, (2) Ideal Point (IP) Model, and (3) Performance-based (P-based) model. Underlying the models are two types of attributes: (a) vector point attributes (in the P-E and P-based models), and (b) ideal point attributes (in the IP model). With vector point attributes, increasing performance levels produce increased levels of favorable evaluation by...
Show moreThree models have been proposed to measure service quality in the marketing literature. These models are: (1) Perception minus Expectations (P-E) Model, (2) Ideal Point (IP) Model, and (3) Performance-based (P-based) model. Underlying the models are two types of attributes: (a) vector point attributes (in the P-E and P-based models), and (b) ideal point attributes (in the IP model). With vector point attributes, increasing performance levels produce increased levels of favorable evaluation by customers. With ideal point attributes, increased levels of performance produces favorable evaluation up to the ideal, but beyond the ideal further performance is unfavorably evaluated. This research extends the attribute typology by introducing a third type called the "threshold point attribute." Threshold point attributes are those where customers' evaluation are posited to be favorable when performance increases up to a threshold point. Beyond the threshold point increases in performance are not accompanied by incremental increases in favorable evaluation (as with vector attributes), nor do they turn negative (as with ideal point attributes). That is, the marginal change in evaluation (whether an increase or decrease) is zero after the threshold level. In addition to extending the attribute typology, this research also proposes an enhanced model which subsumes vector, ideal and threshold point attributes. Because of its inclusiveness, the enhanced model is hypothesized to better represent the construct of service quality than the P-E, IP, and P-based models. A survey was mailed to 4,975 customers of an internationally known service firm. Results of a piecewise regression analysis on the data show that threshold point attributes exist in services. The enhanced model, however, does not perform better than other models in criterion and construct validity tests. One significant implication for managers is that they can avoid expenditures on features that customers do not desire beyond a threshold level. The most important direction for future research is to develop and test a contingency theory of customers' attribute classifications.
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Date Issued
1996
PURL
http://purl.flvc.org/fcla/dt/12486
Subject Headings
Customer services--Research, Marketing research, Consumer behavior--Research, Quality assurance
Format
Document (PDF)
The Effects of Preattention in an Online Advertising Context: A Neuroscience Perspective
Title
The Effects of Preattention in an Online Advertising Context: A Neuroscience Perspective.
Creator
Milosavljevic, Milica, Shaw, Eric H., Florida Atlantic University
Abstract/Description
Consumers are exposed to thousands of marketing messages every day. In such a cluttered environment, gaining consumers· attention becomes an increasingly important business objective. This study expands the concept of attention from a simple view of attention as se lection of stimuli to a more elaborate two step process consisting of (I) preattention and (2) focal attention. The focus of this research is on preattention, which is determined by physical characteristics of objects in a visual...
Show moreConsumers are exposed to thousands of marketing messages every day. In such a cluttered environment, gaining consumers· attention becomes an increasingly important business objective. This study expands the concept of attention from a simple view of attention as se lection of stimuli to a more elaborate two step process consisting of (I) preattention and (2) focal attention. The focus of this research is on preattention, which is determined by physical characteristics of objects in a visual scene. This study also i1Pproves the measurement ofpreattention by surveying the neuroscience literature and using a computational model to measure preattention. This improved measure allows us to provide an enhanced explanation of how preattention f::tcilitates mere exposure effects. Results confirm that preattentive processing of an ad in a visual scene affects liking of that ad even when people do not remember previously seeing the advertisement. The study also finds that subtle. preattentive processes require increasing amounts of time in order to affect focal attention and attitude toward the ad.
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Date Issued
2007
PURL
http://purl.flvc.org/fau/fd/FA00000607
Subject Headings
Internet Advertising--Psychological Aspects, Marketing--Psychological Aspects, Advertising--Effective Frequency, Human-Computer Interaction
Format
Document (PDF)
An Empirical Test of a Theoretical Model of Surprise in Marketing
Title
An Empirical Test of a Theoretical Model of Surprise in Marketing.
Creator
Toteva, Irina T., Shaw, Eric H., Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description
The purpose of this research was to construct and empirically test a theoretical model of surprise and its impact on consumer affect and behavior. First the literature on the emotion of surprise was reviewed with particular emphasis on classification and process models of surprise. A theoretical model of surprise was constructed. A new concept called motivated meaning integration (MMI) was proposed. MMI takes place in a setting that includes the interaction of the appraisal process with...
Show moreThe purpose of this research was to construct and empirically test a theoretical model of surprise and its impact on consumer affect and behavior. First the literature on the emotion of surprise was reviewed with particular emphasis on classification and process models of surprise. A theoretical model of surprise was constructed. A new concept called motivated meaning integration (MMI) was proposed. MMI takes place in a setting that includes the interaction of the appraisal process with factors such as environmental uncertainty and consumers’ individual differences. These interactions impact outcomes such as consumer affect and buying behavior. Ten hypotheses were derived from the theoretical model and empirically tested using several pretests and two main studies. The present research designed and evaluated several surprise manipulations and MMI manipulation checks to effectively test the proposed relationships. Participants were recruited from Amazon Mechanical Turk (Mturk). Although many of the hypotheses were not supported, some important ones were. The results provide some support that a consumer’s sense of personal control interacts with MMI to impact a consumer’s likelihood of choosing unknown or mystery products ( e.g. products in a known category such as beauty products but the actual products are selected by the company). Specifically, consumers who experienced a low sense of personal control (compared to a high sense personal control) were more likely to choose mystery products (vs. objectively similar known products) after they encountered surprise with mystery (vs. with known) elements. The results also provided some support that productivity orientation interacts with surprise appraisal to impact consumer affect. Particularly, consumers with high productivity orientation (vs. low) were more likely to experience higher positive affect after encountering surprise with mystery (vs. with known) elements. The primary implication for theory involves refining the conceptualization of surprise appraisal, especially fast MMI, and adopting adequate measure for testing it. The most relevant implication for marketing management is to offer products with mystery elements because consumers are more likely to choose additional mystery products. If this dissertation stimulates others to pursue research on surprise theory in marketing, my efforts to continue developing scientific theory will be worth it.
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Date Issued
2018
PURL
http://purl.flvc.org/fau/fd/FA00013102
Subject Headings
Marketing., Surprise., Empirical Research.
Format
Document (PDF)
An Empirical Test of a General Theory of Problem-Solving
Title
An Empirical Test of a General Theory of Problem-Solving.
Creator
Hall, Justin, Shaw, Eric H., Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description
The purpose of this research is to better understand how marketers and consumers solve problems. This research first reviews the problem-solving literature, discusses several areas of confusion related to problem-solving, and offers solutions. After resolving the confusion, this research then develops a theoretical model of problemsolving. Four hypotheses are derived from the model, and then empirically tested. The model states that the distinct cognitive domain of problem-solving begins with...
Show moreThe purpose of this research is to better understand how marketers and consumers solve problems. This research first reviews the problem-solving literature, discusses several areas of confusion related to problem-solving, and offers solutions. After resolving the confusion, this research then develops a theoretical model of problemsolving. Four hypotheses are derived from the model, and then empirically tested. The model states that the distinct cognitive domain of problem-solving begins with problem recognition. Given a problem, associative memory and associative activation provide a solution (H #1). This solution is either satisfactory or unsatisfactory. If satisfactory, the individual engages in the satisficing process and accepts the solution (H#2). If unsatisfactory, the individual engages in the decision-making process and searches for information related to an alternative solution (H #3). Thus, the difference between satisficing and decision-making is the search for information (H #4). Problemsolving ends when an intended solution is chosen. A pretest and two studies are conducted to test the four hypotheses. The Pretest demonstrated situations that elicited problem recognition. Study 1 tested hypothesis #1 and found that at least 75 percent of the time associative memory and associative activation provided a solution. Study 2 tested hypotheses #2, #3, and #4. Hypotheses #2 and #3 were tested using a two-way ANOVA, Chi-Square, and Point Biserial Correlation and hypothesis #4 was tested using an independent sample t-test and Point Biserial Correlation. Results of all empirical tests confirm each of the hypotheses, which in turn support the theoretical model.
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Date Issued
2017
PURL
http://purl.flvc.org/fau/fd/FA00004807, http://purl.flvc.org/fau/fd/FA00004807
Subject Headings
Game theory., Problem solving., Decision making., Management science., System theory., Creative thinking., Creative ability in business.
Format
Document (PDF)
FAU Climate Change Initiative Priority Theme: Research, Engineering, and Adaption to a Change Climate
Title
FAU Climate Change Initiative Priority Theme: Research, Engineering, and Adaption to a Change Climate.
Creator
Berry, Leonard, Koch, Marguerite, Center for Environmental Studies, Benscoter, Brian, Comas, Xavier, Devlin, Donna, Fadiman, Maria, Gerstein, E., Herzing, Denise L., Hindle, Tobin, Milton, Sarah L., Oleinik, Anton E., Proffitt, C. Edward, Restrepo, Jorge I., Root, Tara L., Wyneken, Jeanette, Xie, Zhixiao, Zhang, Xing-Hai, Esnard, Ann-Margaret, Mitsova, Diana, Murley, J., Vos, J., Escaleras, Monica, Mehallis, M., Shaw, Eric H., Hardman, Guillermo [John], Lambert, Julie, Thomas, G., Arockiasamy, Madasamy, Bloetscher, Frederick, Carvalho, G., Dhanak, Manhar R., Frisk, George V., Kaisar, Evangelos I., Kalva, Hari, Meeroff, Daniel E., Rodriguez, Jarice, Scarlatos, Panagiotis (Pete) D., Shankar, Ravi, Teegavarapu, Ramesh, Brown, Clifford T., McAfee, Francis, Widener, Patricia, Dalgleish, Fraser R., Hanisak, M. Dennis, McMulloch, S., O'Corry-Crowe, Gregory, Pomponi, Shirley A., Reed, John K., Scarpa, John, Voss, Joshua, Heimlich, Barry N., Alvarez, R., Jolley, J., Edwards, A., Charles E. Schmidt College of Science, Harbor Branch Oceanographic Institute, College of Business, Dorothy F. Schmidt College of Arts and Letters, College of Education, College of Engineering and Computer Science
Date Issued
2010
PURL
http://purl.flvc.org/fau/fd/FA00003457
Format
Citation