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2011 MMA Spring Conference Proceedings - Marketing ...

2011 MMA Spring Conference Proceedings - Marketing ...

2011 MMA Spring Conference Proceedings - Marketing

TRIVIAL ATTRIBUTES IN SERVICE CONTEXT: PRELIMINARY FINDINGS M. Deniz Dalman, Ithaca College Junhong Min, Michigan Technological University Madhav N. Segal, Southern Illinois University Edwardsville ABSTRACT While prior research on product differentiation is worthwhile, there is a dearth of researching trivial attributes that create meaningless product differentiation but result in positive influence on consumers’ decision making. Drawing on the extant literature on trivial attributes and choice theory, we empirically test the effect of trivial attributes on choice particularly in service industry. We argue that consumers will favor offers with trivial attributes as they reduce the uncertainty of the service offer. Moreover, we argue that hedonic (vs. utilitarian) services can enjoy the use of trivial attributes more whereas the type of trivial attribute (hedonic vs. utilitarian) does not matter. Our preliminary results show strong support for all our hypotheses. In an ambiguous choice situation where at least three service providers have different strengths, the service provider offering a trivial attribute can increase its choice likelihood even after consumers are told about the triviality as it decreases the uncertainty in consumers’ minds. Our research is at early stages and has many limitations. First of all, it is a challenge to define the triviality in a service context. Our manipulation checks showed that we were successful but future research should use different approaches for this manipulation. Moreover, we used uncertainty as only process measure but different individual difference variables might affect how consumers evaluate different offerings and future research should investigate this further. M. Deniz Dalman Department of Marketing and Law Ithaca College School of Business, 428 Park Center, Ithaca, NY 14850 Phone: (607) 274-5127 E-mail: mdalman@ithaca.edu Marketing Management Association 2011 Proceedings 1

  • Page 2 and 3: USING POINT OF SALE (POS) DATA TO D
  • Page 4 and 5: A GENERALIZED MODEL FOR EVALUATING
  • Page 6 and 7: The general structure of the cost b
  • Page 8 and 9: Guiffrida, A. L. and Nagi, R. (2006
  • Page 10 and 11: THE ROLE OF COSMOPOLITANISM IN CONS
  • Page 12 and 13: DATA ANALYSIS AND RESULTS Data were
  • Page 14 and 15: Dinnie, K. (2004). � Country-of-o
  • Page 16 and 17: EXPLORING THE IMPACT OF SELF-AWAREN
  • Page 18 and 19: comprehensive the relationship betw
  • Page 20 and 21: To delve deeper into the nature of
  • Page 22 and 23: COLLEGE STUDENTS’ CONSUMER DECISI
  • Page 24 and 25: influence on the purchase was not m
  • Page 26 and 27: quential choices of heuristics but
  • Page 28 and 29: THE ROLE OF SALES MANAGEMENT, ENGAG
  • Page 30 and 31: sale, manage customer profitability
  • Page 32 and 33: COMPUTER SELF-EFFICACY: THE INFLUEN
  • Page 34 and 35: sales self-efficacy and sales perfo
  • Page 36 and 37: formation), CSE was found to act as
  • Page 38 and 39: REFERENCES Agarwal, R., Sambamurthy
  • Page 40 and 41: THE ROLE OF TECHNOLOGY IN SALES SUP
  • Page 42 and 43: adequate amount of time to complete
  • Page 44 and 45: me to think about how much time I n
  • Page 46 and 47: MARKETING CAREER SPEED NETWORKING -
  • Page 48 and 49: MODELING GREEN TRANSPORTATION COSTS
  • Page 50 and 51: Carbon Emission Modeling Daccarett-
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    REFERENCES Anciaux, D. and K. Yuan

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    An efficient sourcing strategy acts

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    material cost and development time,

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    Watts, C. A., Hahn, C. K. (1993), "

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    processes including logistics proce

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    Wikner, J. and Tang, O. (2008). “

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    usiness owners, particularly in an

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    allow for participants to repeat ob

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    Directions,” Journal of Business

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    the perceived ease of performing th

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    DESCRIPTIVES AND DIFFERENCES Result

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    downward trend. About 25% of all Am

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    MEASURING MARKETING STUDENTS’ REA

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    took the two types of quizzes and e

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    Correlation analysis was conducted

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    EGO DEPLETION AND SELF-FOCUSED CONS

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    the few most powerful motives behin

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    CONCLUSION More recent conceptual r

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    CONSUMER DECISION-MAKING IN RELIGIO

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    organizational memory and Peretto (

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    Further, the data that indicated a

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    BEYOND SWOT: INTRODUCING A NEW STRA

  • Page 96 and 97:

    izes as opportunities those environ

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    Figure 2: Worksheet STRATEGY MAP fo

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    INDUSTRIAL BRAND EQUITY, BRAND SYNE

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    sample of narratives, he came up wi

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    Figure 2 - The actantial model appl

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    increasing number of professionals

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    1994; Albers-Miller and Gelb 1996;

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    National Cultures”, Journal of In

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    Souiden, N., N.M. Kassim, and H.J.

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    THE UNDERGRADUATE MARKETING RESEARC

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    INCORPORATING GLOBAL COMPETENCY IN

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    opportunities and threats to the bu

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    L&T to Form Pipeline JV Firm with U

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    preferences in apparel design and s

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    promotion campaigns based on the di

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    Dabholkar, P. A. (1994). Incorporat

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    Phinney 1992), assimilation to the

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    Table 2. ANOVA Results for Food Con

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    Greek Multi-Dimensional Ethnic Iden

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    the coffee shop once in a while you

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    grading on paper and you have the p

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    HOW BUSINESS FACULTY USE POWERPOINT

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    of faculty held the rank of full pr

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    46.1%. Only 15.8% use Blackboard or

  • Page 144 and 145:

    OLYMPICS SPORTS SPONSORSHIPS - ARE

  • Page 146 and 147:

    addition, according to Reuters, inv

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    Ng, Geoff (2009, December 2), “Ch

  • Page 150 and 151:

    RELATIONSHIP SELLING: A SUPERIOR WA

  • Page 152 and 153:

    machines. With SaaS, a firm simply

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    arriers, than firms may not choose

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    THEORETICAL IMPLICATIONS Without fu

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    Davis, Fred, Richard P. Bagozzi and

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    outdated (i.e. masculine) or redund

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    similar cultures which tend to be m

  • Page 164 and 165:

    Henderson, Andrew D. and James W. F

  • Page 166 and 167:

    AN EXPERIMENTAL ASSESSMENT OF INDIV

  • Page 168 and 169:

    their customers or prospects. For e

  • Page 170 and 171:

    1. Being honest in serving consumer

  • Page 172 and 173:

    Zellner, W., Palmeri, C., France, M

  • Page 174 and 175:

    GENDER EFFECT ON SERVICE QUALITY DU

  • Page 176 and 177:

    PUBLIC PRICING IN THE FREIGHT RAIL

  • Page 178 and 179:

    significantly compromise the overal

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    apidly across the zero line. It imp

  • Page 182 and 183:

    CHRONIC REACTANCE, OUTCOME FOCUS, A

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    FRIENDSHIP ONLINE AND OFF: A QUALIT

  • Page 186 and 187:

    ics that define a friend are those

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    Why would you put that on Facebook

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    FISH WHERE THE FISH ARE: HIGHER-ED

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    Those admission officers reporting

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    Over half of the institutions monit

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    CUSTOMER AND MARKET ORIENTATION EFF

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    REVIEW OF EARLIER STUDIES Service Q

  • Page 200 and 201:

    Taylor, 1992) in the place of PZB-S

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    Table 3: The effect of quality dime

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    quality instrument with SERVPERF”

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    INVESTIGATION ON RELATIONSHIP BETWE

  • Page 208 and 209:

    Marketing Innovation Marketing inno

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    Managing director, board of manager

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    SYNERGISTIC MULTISENSORY BRANDING:

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    however, particularly effective at

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    Lowrey, Tina M., L.J. Shrum and Ton

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    adoption (Ostlund 1974). Previous l

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    Table 2: Innovation Characteristics

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    and subsequent interpretation of pa

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    ONLINE BRAND DIMENSIONS AND CUSTOME

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    Several companies in the United Sta

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    CONCLUSIONS AND RECOMMENDATIONS The

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    CONSUMER SELF-AWARENESS IN A SOCIAL

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    their absence. As marketers grapple

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    Monfries, Melissa M. and Kafer, Nor

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    GAMING WOMEN: EXPLORING AN EMERGING

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    • Develop relationships with thei

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    Video Game Experience,” The Washi

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    ELECTRONIC DECISION AIDS AND CONSUM

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    influence on employees, and a sense

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    given the questionnaire containing

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    Organizational Citizenship Behavior

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    SPORTING EVENTS & SHAREHOLDER WEALT

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    mastery of any two of four secondar

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    the national average?” This resea

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    Roberts, Brian and Stimson, Robert

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    mistakes a small business can make

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    Table 2, Identified Codes, Themes,

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    Knowledge Resources Future research

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    COLLEGE STUDENT USAGE OF TIME MANAG

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    Table 1. Demographic Characteristic

  • Page 268 and 269:

    REFERENCES Claessens, Brigitte J.C.

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    straints of deep interviews related

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    DECISION CRITERIA To get first evid

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    levels. The question is, if the par

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