Timothy Graeff - Academia.edu (original) (raw)

Papers by Timothy Graeff

Research paper thumbnail of Measuring Intellectual Contributions for Achieving the Mission of the College of Business

Journal of education for business, Nov 1, 1999

ABSTRACT

Research paper thumbnail of Uninformed Response Bias in Measuring Consumers Brand Attitudes

ACR North American Advances, 1999

Research paper thumbnail of Consumer Inference As Part of Product Comprehension

ACR North American Advances, 1994

Research paper thumbnail of The Marketing Research Handbook: A Guide for Conducting Consumer Research

Research paper thumbnail of Repositioning a University through NCAA Division I-A Football Membership

Journal of Sport Management, 2008

Past research concerning the effects of college athletics has concentrated on examining the effec... more Past research concerning the effects of college athletics has concentrated on examining the effects of on-field success on increased donations to the university and increased enrollment applications. This research examines the effects of a university’s move to NCAA Division I-A football membership on marketing variables, such as attitudes toward the university, perceptions of the university, and behavioral intentions regarding attendance at sporting events and donating money. Members of three important stakeholder groups (students, alumni, and area residents) responded to questions dealing with a university’s recent move to Division I-A football. With respect to overall perceptions of I-A football and reactions to the University’s recent move to I-A, students, alumni, and the general public believe that I-A football is more prestigious than I-AA football. Further, I-A football status can create a positive image for a university, can attract students to attend the university, is the ...

Research paper thumbnail of Influences on Consumer Responses to Winter Olympics Sponsorship

International Journal of Sports Marketing and Sponsorship, 2003

ABSTRACT

Research paper thumbnail of Writing Behavioral Learning Objectives for Marketing Courses: Meeting the Challenge of AACSB Outcomes Assessment

Marketing Education Review, 1998

Behavioral learning objectives are statements of what students will learn from a course and the b... more Behavioral learning objectives are statements of what students will learn from a course and the behaviors (skills) that will demonstrate such learning. Developing a list of behavioral learning objectives for individual courses helps marketing departments meet the new mission and goals approach that is now a required part of the AACSB accreditation process. Behavioral learning objectives offer evidence as to the effectiveness of the curriculum in achieving the college’s mission and educational outcomes. This paper outlines how behavioral learning objectives should be written for marketing courses and discusses their benefits to both faculty and students.

Research paper thumbnail of Using Parables to Teach Marketing

A simple story told through a parable can be an effective pedagogical tool for teaching important... more A simple story told through a parable can be an effective pedagogical tool for teaching important marketing concepts, ideas, and lessons. By using parables that describe characters, situations, and images that are familiar and easy to understand, students can easily generalize from what is already known to that which is new and novel. This article discusses the theoretical and practical basis for teaching marketing with parables, describes a procedure for using parables in a marketing class within the context of a cooperative learning exercise, outlines a five-step procedure for writing parables to teach important marketing concepts and lessons, and presents four specific parables that can be used in a marketing principles class. Each parable illustrated in this article is a short story about an everyday life experience with which students are familiar.

Research paper thumbnail of Marketing Research for Managerial Decision Making

Research paper thumbnail of Consumer Confidence and Consumer Response to the September 11 Terrorist Attacks

Research paper thumbnail of Response Bias

Encyclopedia of Social Measurement, 2005

Research paper thumbnail of Using an In-Class Simulation in the First Accounting Class: Moving From Surface to Deep Learning

Journal of Education for Business, 2014

As students often find the first accounting class to be abstract and difficult to understand, the... more As students often find the first accounting class to be abstract and difficult to understand, the authors designed an in-class simulation as an intervention to move students toward deep learning and away from surface learning. The simulation consists of buying and selling merchandise and accounting for transactions. The simulation is an effective tool in building student confidence, creating a more positive attitude toward accounting, and sustaining a deeper understanding of accounting principles.

Research paper thumbnail of Comparing student and faculty perceptions of online and traditional courses

The Internet and Higher Education, 2013

ABSTRACT The use of online courses on college campuses has grown substantially in recent years, d... more ABSTRACT The use of online courses on college campuses has grown substantially in recent years, despite limited information on how these courses are perceived by faculty and students, compared to traditional (classroom) classes. In this study, two separate, but equivalent, surveys were developed to compare the perceptions of faculty and students. Comparisons were made between the perceptions of faculty who have taught the same course using online and traditional formats to the perceptions of students who have taken online and traditional courses using a series of 7-point Likert scales. Both surveys measured: 1) perceptions of online versus traditional courses, 2) perceptions of students who take online courses and students' motivations for taking online courses, 3) perceptions of faculty members who teach online courses; and 4) demographic characteristics. Analysis of data included the comparison of mean values between faculty and students and Pearson correlation analysis to determine relationships between questions. Of the 25 questions investigated in this study, 12 showed significant differences in means between faulty and student perceptions (p < 0.001). Significant findings from this research showed that compared to faculty perceptions, students tend to see online courses as more self-directed and believe that online students must be more willing to teach themselves. Students in online courses feel more disconnected from professors and fellow students than professors believe them to be. In addition, faculty tend to see the role of the professor as more critical to the success of online courses than students do.

Research paper thumbnail of Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption

Psychology and Marketing, 1996

Past research has demonstrated that congruence between hrand image and self-image is positively r... more Past research has demonstrated that congruence between hrand image and self-image is positively related to consumers' product evaluations. Results from this study support the hypothesis that increased self-monitoring is associated with a greater effect of image congruence on consumers' evaluations of puhlidy consiuned hrands, but not privately consiuned brands. Results also suggest that consumers' evaluations of publicly consumed brands are more affected by the congruence between brand image and ideal self-image than actual self-image, whereas actual and ideal congruence have equal effects on consumers' evaluations of privately consumed brands.

Research paper thumbnail of Consumption situations and the effects of brand image on consumers' brand evaluations

Psychology and Marketing, 1997

This research examines the role consumption situations play in determining the effects of brand i... more This research examines the role consumption situations play in determining the effects of brand image on consumers' brand evaluations. Results from the first experiment suggest that when consumption situations are experimentally manipulated for the same brand, conspicuousness does not significantly moderate the relative effects of actual and ideal congruence on brand evaluations. Further, marketers can manage the effects of image congruence (between brand image and self-image) by promoting varying consumption situations. Results from the second experiment demonstrate how a dynamic concept of situational ideal self-image (the image consumers perceive as being ideal to project in a particular situation) is a better predictor of brand attitudes than are static concepts of self-image such as actual and ideal self-image. Developing effective brand images must be coupled with a consideration of the potential situations in which the product is to be consumed.

Research paper thumbnail of Comprehending product attributes and benefits: The role of product knowledge and means-end chain inferences

Psychology and Marketing, 1997

One hundred twenty consumers (classified as either higher or lower knowledge) read an advertiseme... more One hundred twenty consumers (classified as either higher or lower knowledge) read an advertisement for a camera described by either attributes or consequences, or both attributes and their related consequences. Thought listings coded for inferences at varying levels of abstraction corresponding to means-end chain theory revealed that most inferences were about self-relevant product consequences. Results also suggest that higher-knowledge consumers are more likely to infer cause-and-effect means-end associations during product comprehension. Further, compared to inferences about concrete attributes and features, inferences about self-relevant product consequences had stronger effects on consumers' brand attitudes, but not ad attitudes.

Research paper thumbnail of Exploring consumers' answers to survey questions: Are uninformed responses truly uninformed?

Psychology and Marketing, 2003

Researchers have observed that consumers often give answers to questions about which they are uni... more Researchers have observed that consumers often give answers to questions about which they are uninformed. Drawing from work in cognitive psychology, this research explores why, how, and when consumers answer survey questions about which they are uninformed. Results from a telephone survey of 1348 consumers suggest that the effects of stimulus factors designed to increase item response rates (pressure to respond in the introduction to the survey, absence of a DK option) are moderated by consumers' familiarity with other similar-sounding attitude objects. Implications for future research are discussed.

Research paper thumbnail of Strategic Teaching for Active Learning

Marketing Education Review, 2010

Research paper thumbnail of Alumni Perceptions of a Move to NCAA Division IA Football Membership

Journal of Marketing for Higher Education, 2004

... Title: Alumni Perceptions of a Move to NCAA Division IA Football Membership. Full-Text Availa... more ... Title: Alumni Perceptions of a Move to NCAA Division IA Football Membership. Full-Text Availability Options: ... Findings from this study can aid universities in understanding the importance of football to alumni and how athletics can keep alumni connected with their alma mater. ...

Research paper thumbnail of Bringing Reflective Learning to the Marketing Research Course: A Cooperative Learning Project Using Intergroup Critique

Journal of Marketing Education, 1997

Recent theories suggest that learning is facilitated when concrete experiences are reflected upon... more Recent theories suggest that learning is facilitated when concrete experiences are reflected upon (questioned, analyzed) to form abstract concepts and generalizations that are then used and tested in new situations. This article describes a group research project, for use in an undergraduate marketing research course, that gives students hands-on experience in using survey research methodology to measure potential demand for a new business. This group project is designed to stimulate and encourage reflective learning based on the use of intergroup critique throughout the term. Students formulate and come to understand important concepts based on continuous questioning and reflection at each of the major stages in designing a research project.

Research paper thumbnail of Measuring Intellectual Contributions for Achieving the Mission of the College of Business

Journal of education for business, Nov 1, 1999

ABSTRACT

Research paper thumbnail of Uninformed Response Bias in Measuring Consumers Brand Attitudes

ACR North American Advances, 1999

Research paper thumbnail of Consumer Inference As Part of Product Comprehension

ACR North American Advances, 1994

Research paper thumbnail of The Marketing Research Handbook: A Guide for Conducting Consumer Research

Research paper thumbnail of Repositioning a University through NCAA Division I-A Football Membership

Journal of Sport Management, 2008

Past research concerning the effects of college athletics has concentrated on examining the effec... more Past research concerning the effects of college athletics has concentrated on examining the effects of on-field success on increased donations to the university and increased enrollment applications. This research examines the effects of a university’s move to NCAA Division I-A football membership on marketing variables, such as attitudes toward the university, perceptions of the university, and behavioral intentions regarding attendance at sporting events and donating money. Members of three important stakeholder groups (students, alumni, and area residents) responded to questions dealing with a university’s recent move to Division I-A football. With respect to overall perceptions of I-A football and reactions to the University’s recent move to I-A, students, alumni, and the general public believe that I-A football is more prestigious than I-AA football. Further, I-A football status can create a positive image for a university, can attract students to attend the university, is the ...

Research paper thumbnail of Influences on Consumer Responses to Winter Olympics Sponsorship

International Journal of Sports Marketing and Sponsorship, 2003

ABSTRACT

Research paper thumbnail of Writing Behavioral Learning Objectives for Marketing Courses: Meeting the Challenge of AACSB Outcomes Assessment

Marketing Education Review, 1998

Behavioral learning objectives are statements of what students will learn from a course and the b... more Behavioral learning objectives are statements of what students will learn from a course and the behaviors (skills) that will demonstrate such learning. Developing a list of behavioral learning objectives for individual courses helps marketing departments meet the new mission and goals approach that is now a required part of the AACSB accreditation process. Behavioral learning objectives offer evidence as to the effectiveness of the curriculum in achieving the college’s mission and educational outcomes. This paper outlines how behavioral learning objectives should be written for marketing courses and discusses their benefits to both faculty and students.

Research paper thumbnail of Using Parables to Teach Marketing

A simple story told through a parable can be an effective pedagogical tool for teaching important... more A simple story told through a parable can be an effective pedagogical tool for teaching important marketing concepts, ideas, and lessons. By using parables that describe characters, situations, and images that are familiar and easy to understand, students can easily generalize from what is already known to that which is new and novel. This article discusses the theoretical and practical basis for teaching marketing with parables, describes a procedure for using parables in a marketing class within the context of a cooperative learning exercise, outlines a five-step procedure for writing parables to teach important marketing concepts and lessons, and presents four specific parables that can be used in a marketing principles class. Each parable illustrated in this article is a short story about an everyday life experience with which students are familiar.

Research paper thumbnail of Marketing Research for Managerial Decision Making

Research paper thumbnail of Consumer Confidence and Consumer Response to the September 11 Terrorist Attacks

Research paper thumbnail of Response Bias

Encyclopedia of Social Measurement, 2005

Research paper thumbnail of Using an In-Class Simulation in the First Accounting Class: Moving From Surface to Deep Learning

Journal of Education for Business, 2014

As students often find the first accounting class to be abstract and difficult to understand, the... more As students often find the first accounting class to be abstract and difficult to understand, the authors designed an in-class simulation as an intervention to move students toward deep learning and away from surface learning. The simulation consists of buying and selling merchandise and accounting for transactions. The simulation is an effective tool in building student confidence, creating a more positive attitude toward accounting, and sustaining a deeper understanding of accounting principles.

Research paper thumbnail of Comparing student and faculty perceptions of online and traditional courses

The Internet and Higher Education, 2013

ABSTRACT The use of online courses on college campuses has grown substantially in recent years, d... more ABSTRACT The use of online courses on college campuses has grown substantially in recent years, despite limited information on how these courses are perceived by faculty and students, compared to traditional (classroom) classes. In this study, two separate, but equivalent, surveys were developed to compare the perceptions of faculty and students. Comparisons were made between the perceptions of faculty who have taught the same course using online and traditional formats to the perceptions of students who have taken online and traditional courses using a series of 7-point Likert scales. Both surveys measured: 1) perceptions of online versus traditional courses, 2) perceptions of students who take online courses and students' motivations for taking online courses, 3) perceptions of faculty members who teach online courses; and 4) demographic characteristics. Analysis of data included the comparison of mean values between faculty and students and Pearson correlation analysis to determine relationships between questions. Of the 25 questions investigated in this study, 12 showed significant differences in means between faulty and student perceptions (p < 0.001). Significant findings from this research showed that compared to faculty perceptions, students tend to see online courses as more self-directed and believe that online students must be more willing to teach themselves. Students in online courses feel more disconnected from professors and fellow students than professors believe them to be. In addition, faculty tend to see the role of the professor as more critical to the success of online courses than students do.

Research paper thumbnail of Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption

Psychology and Marketing, 1996

Past research has demonstrated that congruence between hrand image and self-image is positively r... more Past research has demonstrated that congruence between hrand image and self-image is positively related to consumers' product evaluations. Results from this study support the hypothesis that increased self-monitoring is associated with a greater effect of image congruence on consumers' evaluations of puhlidy consiuned hrands, but not privately consiuned brands. Results also suggest that consumers' evaluations of publicly consumed brands are more affected by the congruence between brand image and ideal self-image than actual self-image, whereas actual and ideal congruence have equal effects on consumers' evaluations of privately consumed brands.

Research paper thumbnail of Consumption situations and the effects of brand image on consumers' brand evaluations

Psychology and Marketing, 1997

This research examines the role consumption situations play in determining the effects of brand i... more This research examines the role consumption situations play in determining the effects of brand image on consumers' brand evaluations. Results from the first experiment suggest that when consumption situations are experimentally manipulated for the same brand, conspicuousness does not significantly moderate the relative effects of actual and ideal congruence on brand evaluations. Further, marketers can manage the effects of image congruence (between brand image and self-image) by promoting varying consumption situations. Results from the second experiment demonstrate how a dynamic concept of situational ideal self-image (the image consumers perceive as being ideal to project in a particular situation) is a better predictor of brand attitudes than are static concepts of self-image such as actual and ideal self-image. Developing effective brand images must be coupled with a consideration of the potential situations in which the product is to be consumed.

Research paper thumbnail of Comprehending product attributes and benefits: The role of product knowledge and means-end chain inferences

Psychology and Marketing, 1997

One hundred twenty consumers (classified as either higher or lower knowledge) read an advertiseme... more One hundred twenty consumers (classified as either higher or lower knowledge) read an advertisement for a camera described by either attributes or consequences, or both attributes and their related consequences. Thought listings coded for inferences at varying levels of abstraction corresponding to means-end chain theory revealed that most inferences were about self-relevant product consequences. Results also suggest that higher-knowledge consumers are more likely to infer cause-and-effect means-end associations during product comprehension. Further, compared to inferences about concrete attributes and features, inferences about self-relevant product consequences had stronger effects on consumers' brand attitudes, but not ad attitudes.

Research paper thumbnail of Exploring consumers' answers to survey questions: Are uninformed responses truly uninformed?

Psychology and Marketing, 2003

Researchers have observed that consumers often give answers to questions about which they are uni... more Researchers have observed that consumers often give answers to questions about which they are uninformed. Drawing from work in cognitive psychology, this research explores why, how, and when consumers answer survey questions about which they are uninformed. Results from a telephone survey of 1348 consumers suggest that the effects of stimulus factors designed to increase item response rates (pressure to respond in the introduction to the survey, absence of a DK option) are moderated by consumers' familiarity with other similar-sounding attitude objects. Implications for future research are discussed.

Research paper thumbnail of Strategic Teaching for Active Learning

Marketing Education Review, 2010

Research paper thumbnail of Alumni Perceptions of a Move to NCAA Division IA Football Membership

Journal of Marketing for Higher Education, 2004

... Title: Alumni Perceptions of a Move to NCAA Division IA Football Membership. Full-Text Availa... more ... Title: Alumni Perceptions of a Move to NCAA Division IA Football Membership. Full-Text Availability Options: ... Findings from this study can aid universities in understanding the importance of football to alumni and how athletics can keep alumni connected with their alma mater. ...

Research paper thumbnail of Bringing Reflective Learning to the Marketing Research Course: A Cooperative Learning Project Using Intergroup Critique

Journal of Marketing Education, 1997

Recent theories suggest that learning is facilitated when concrete experiences are reflected upon... more Recent theories suggest that learning is facilitated when concrete experiences are reflected upon (questioned, analyzed) to form abstract concepts and generalizations that are then used and tested in new situations. This article describes a group research project, for use in an undergraduate marketing research course, that gives students hands-on experience in using survey research methodology to measure potential demand for a new business. This group project is designed to stimulate and encourage reflective learning based on the use of intergroup critique throughout the term. Students formulate and come to understand important concepts based on continuous questioning and reflection at each of the major stages in designing a research project.