Browsing Marketing Theses and Dissertations by Issue Date

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  • Healthy Competition 
    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,” ...
  • The Influence of Visual Cues on Consumer Donations 
    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 ...
  • The Tricky Etiquette of Digital Tipping: How Tip Sequence, Payment Visibility, and Default Tip Options Affect Consumers and Service Providers 
    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 ...
  • Consumer Practices: Recovering and Repairing Daily Community Life 
    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 ...
  • Stakeholder Implications of Corporate Sociopolitical Activism 
    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 ...
  • Consumer Engagement in the Digital Era 
    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 ...
  • A Broad and Multifaceted Examination of Advertising in News on Ad Performance 
    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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