Jonna Holland | University of Nebraska at Omaha (original) (raw)

Papers by Jonna Holland

The purpose of the current study is to understand consumers’ behavioral intentions in situations ... more The purpose of the current study is to understand consumers’ behavioral intentions in situations involving both positive and negative potential impacts on the environment. The case of energy efficient Compact Fluorescent Lamps (CFLs) with their potential for mercury pollution is an example of this type of trade-off. Past studies have confirmed the usefulness of the Theory of Reasoned Action for identifying the antecedents influencing recycling rates, however, none have looked at situations where conflicting environmental trade-offs were involved. Stepwise regression analysis was used to develop a core model which explains R2=.561 of the intention to recycle. Significant antecedents include the peer group subjective norm of recycling CFLs (Beta=.661), the attitude towards recycling of CFLs (Beta=.417), the attitude towards the overall environmental friendliness of CFLs (Beta=-.344), and the attitude towards the number of sites available for recycling of CFLs (Beta=.212). Adding the i...

International Journal of Marketing Studies, 2013

The purpose of the current study is to understand consumers' behavioral intentions in situations ... more The purpose of the current study is to understand consumers' behavioral intentions in situations involving both positive and negative potential impacts on the environment. The case of energy efficient Compact Fluorescent Lamps (CFLs) with their potential for mercury pollution is an example of this type of trade-off. Past studies have confirmed the usefulness of the Theory of Reasoned Action for identifying the antecedents influencing recycling rates, however, none have looked at situations where conflicting environmental trade-offs were involved. Stepwise regression analysis was used to develop a core model which explains R 2 =.561 of the intention to recycle. Significant antecedents include the peer group subjective norm of recycling CFLs (Beta=.661), the attitude towards recycling of CFLs (Beta=.417), the attitude towards the overall environmental friendliness of CFLs (Beta=-.344), and the attitude towards the number of sites available for recycling of CFLs (Beta=.212). Adding the impact of past recycling behavior increases the model's explanatory power to .726. Important policy implications result from the finding that the number of people who would 'always or usually' recycle CFLs increased to 90% by enhancing the convenience of recycling. A significant managerial implication results from the contradictory findings that the attitude towards mercury is not significantly correlated with intentions to recycle, however the attitude towards the environmental friendliness of CFLs was negatively related to recycling intentions. This potentially indicates that there is a lack of understanding of the net positive impact of CFLs and there is potential confusion about the related environmental trade-offs. Recommendations for policy and marketing responses are suggested.

Journal of Services Marketing, 2007

Purpose-This paper aims to extend understanding of the cues that customers with disabilities use ... more Purpose-This paper aims to extend understanding of the cues that customers with disabilities use to judge inclusion/welcome (or not) in interactions in retail stores. Design/methodology/approach-Critical incident interviews were conducted with 115 informants who provided rich descriptions of 113 welcoming incidents and 105 unwelcoming incidents. Interview transcripts were content analyzed to determine inductively the cues customers with disabilities use to perceive welcoming. Findings-Four primary situational factors explain to what perceptions of welcome/inclusion are attributed: service personnel; store environmental factors; other customers; and product/service assortments. Further, a disability becomes salient only when there is an interaction between these situational factors and consumers' disabilities. Research limitations/implications-The findings suggest an extension to Bitner's servicescape conceptualization in that it specifies that the assessment of an environment as enabling or disabling is important for at least some customers in deciding whether they should stay, go, or return to a particular servicescape. Practical implications-The results reveal that consumers with disabilities should be viewed as customers first, and only as possessing a disability in particular interactions in the customer-firm interface. Originality/value-This research presents the views of a set of customers who are under-represented in research samples. It discusses how not all people with disabilities are alike and begins to develop a deeper understanding of their behavior as consumers. The research is valuable for retail managers and service providers who need useful information for training employees, for designing servicescapes that are welcoming for consumers with disabilities, and for fulfilling the inclusive intent of the Americans with Disabilities Act (ADA). It will also be of interest to academics who are engaged in research that attempts to improve the quality of life for consumers.

ACR North American Advances, 1997

Marketing Education Review, 2015

A novel concept for an integrated marketing communications (IMC) semester project succeeded in me... more A novel concept for an integrated marketing communications (IMC) semester project succeeded in meeting or exceeding course learning objectives while increasing social impact and community engagement. Partnering with a selected business and a synergistic community cause, student teams developed and implemented an IMC plan to motivate consumers to “buycott” the business on a specified date. A buycott is the inverse of a boycott. In exchange for this promotion, the business partners agreed to certain actions in support of the community cause. Evaluations revealed high levels of student engagement, positive response from partnering organizations, and successful achievement of learning objectives

This analysis reviews the factors that make mobile marketing communications a unique media choice... more This analysis reviews the factors that make mobile marketing communications a unique media choice with tremendous potential for marketers. Given that media planning must be driven by sound business strategy rather than the novel potential of the technology, this is an important topic of inquiry. When and with what kinds of marketing messages should mobile marketing communications be used to reach consumers? To begin answering these questions first the definitional issues relating to the terms mobile marketing communications are addressed. The relevant literature on the unique characteristics of mobile marketing communications and media planning is then reviewed. Five characteristics of mobile marketing communications are identified as key considerations for decision-making: Ubiquity, Immediacy, Location sensitivity, Personalization, and Consumer controlled interactivity. Finally, recommendations for marketing managers, as well as directions for future research will be presented.

International Journal of Marketing Studies, 2013

The purpose of the current study is to understand consumers' behavioral intentions in situations ... more The purpose of the current study is to understand consumers' behavioral intentions in situations involving both positive and negative potential impacts on the environment. The case of energy efficient Compact Fluorescent Lamps (CFLs) with their potential for mercury pollution is an example of this type of trade-off. Past studies have confirmed the usefulness of the Theory of Reasoned Action for identifying the antecedents influencing recycling rates, however, none have looked at situations where conflicting environmental trade-offs were involved. Stepwise regression analysis was used to develop a core model which explains R 2 =.561 of the intention to recycle. Significant antecedents include the peer group subjective norm of recycling CFLs (Beta=.661), the attitude towards recycling of CFLs (Beta=.417), the attitude towards the overall environmental friendliness of CFLs (Beta=-.344), and the attitude towards the number of sites available for recycling of CFLs (Beta=.212). Adding the impact of past recycling behavior increases the model's explanatory power to .726. Important policy implications result from the finding that the number of people who would 'always or usually' recycle CFLs increased to 90% by enhancing the convenience of recycling. A significant managerial implication results from the contradictory findings that the attitude towards mercury is not significantly correlated with intentions to recycle, however the attitude towards the environmental friendliness of CFLs was negatively related to recycling intentions. This potentially indicates that there is a lack of understanding of the net positive impact of CFLs and there is potential confusion about the related environmental trade-offs. Recommendations for policy and marketing responses are suggested.

Journal of Services Marketing, 2007

Purpose-This paper aims to extend understanding of the cues that customers with disabilities use ... more Purpose-This paper aims to extend understanding of the cues that customers with disabilities use to judge inclusion/welcome (or not) in interactions in retail stores. Design/methodology/approach-Critical incident interviews were conducted with 115 informants who provided rich descriptions of 113 welcoming incidents and 105 unwelcoming incidents. Interview transcripts were content analyzed to determine inductively the cues customers with disabilities use to perceive welcoming. Findings-Four primary situational factors explain to what perceptions of welcome/inclusion are attributed: service personnel; store environmental factors; other customers; and product/service assortments. Further, a disability becomes salient only when there is an interaction between these situational factors and consumers' disabilities. Research limitations/implications-The findings suggest an extension to Bitner's servicescape conceptualization in that it specifies that the assessment of an environment as enabling or disabling is important for at least some customers in deciding whether they should stay, go, or return to a particular servicescape. Practical implications-The results reveal that consumers with disabilities should be viewed as customers first, and only as possessing a disability in particular interactions in the customer-firm interface. Originality/value-This research presents the views of a set of customers who are under-represented in research samples. It discusses how not all people with disabilities are alike and begins to develop a deeper understanding of their behavior as consumers. The research is valuable for retail managers and service providers who need useful information for training employees, for designing servicescapes that are welcoming for consumers with disabilities, and for fulfilling the inclusive intent of the Americans with Disabilities Act (ADA). It will also be of interest to academics who are engaged in research that attempts to improve the quality of life for consumers.

Journal of Marketing Theory and Practice, 2006

... Fairness, or justice theory, is well established in the organi-zational behavior literature a... more ... Fairness, or justice theory, is well established in the organi-zational behavior literature and in marketing research con-texts such as pricing (Maxwell and Nye 1999), distribution channels (Sindhav 2001), sales (Dubinsky, Kotabe, and Lim 1993), and services (Smith, Bolton ...

Journal of Marketing Theory and Practice, 2006

... Fairness, or justice theory, is well established in the organi-zational behavior literature a... more ... Fairness, or justice theory, is well established in the organi-zational behavior literature and in marketing research con-texts such as pricing (Maxwell and Nye 1999), distribution channels (Sindhav 2001), sales (Dubinsky, Kotabe, and Lim 1993), and services (Smith, Bolton ...

Journal of Management & Marketing in Healthcare, 2011

ABSTRACT With a growing population of elderly consumers, marketers and providers of health-relate... more ABSTRACT With a growing population of elderly consumers, marketers and providers of health-related services need to understand the motivations and perceptions influencing the actions of this increasingly important target market. This investigation draws from both the consumer behavior and health literatures to examine participation in a preventive health service designed to enable independent living. Empirical findings showed that motivating factors, including perceptions of susceptibility (risk), seriousness of the consequences and benefits of the service, and the barriers (i.e. lack of awareness and perceived social stigma) were significant predictors of participation in a preventive health service. User participation and satisfaction with core benefits significantly influenced continuing loyalty and positive word-of-mouth. Implications for marketing managers of preventive health services in general and personal emergency response systems in particular are outlined.

Journal of Interactive Marketing, 2001

This article explores the development of an e-business marketing model that capitalizes on custom... more This article explores the development of an e-business marketing model that capitalizes on customer participation and the likely consequences of such efforts, principally site brand loyalty. A conceptual model illustrates how consumers’ goals in visiting a website (task or experiential) affect their propensity to be site brand loyal and how characteristics of the site, including personalization and community, are related to brand loyalty. The model also shows that creating site brand loyalty leads to predictable affective, cognitive, and behavioral outcomes from customers, such as repeat visits to and patronage of the site, fewer intentions to defect to competitors, and more favorable attitudes toward the site. Case studies of corporate websites provide empirical evidence to support the model. The paper concludes by suggesting that customer participation in the e-business model fundamentally changes the way brands are developed. That is, producers no longer create an image for a bra...

Issues in Accounting Education, 2005

This study tests whether critical-thinking skills can help explain the cross-sectional variation ... more This study tests whether critical-thinking skills can help explain the cross-sectional variation in student performance in principles of accounting. Prior research has used such measures as academic aptitude and demographic factors to explain performance in the principles of accounting class. We argue that success in principles of accounting also requires critical-thinking skills. We measured critical-thinking skills by using a holistic scoring process to evaluate student essays. Our results show that even after controlling for academic aptitude, our measure of critical-thinking skills contributes significantly to explaining the cross-sectional variation in student performance in an accounting principles class. Understanding the relationship between critical thinking and success in accounting may contribute not only to reducing the failure rate in principles of accounting, but also to encouraging an emphasis on critical thinking in the preparation of accounting professionals.

In this article, the authors describe the core elements of an integrative economics-marketing cou... more In this article, the authors describe the core elements of an integrative economics-marketing course on international microenterprise development. The course covers issues related to poverty, market ...

In this article, the authors describe the core elements of an integrative economics-marketing cou... more In this article, the authors describe the core elements of an integrative economics-marketing course on international microenterprise development. The course covers issues related to poverty, market ...

This analysis reviews the factors that make mobile marketing communications a unique media choice... more This analysis reviews the factors that make mobile marketing communications a unique media choice with tremendous potential for marketers. Given that media planning must be driven by sound business strategy rather than the novel potential of the technology, this is an important topic of inquiry. When and with what kinds of marketing messages should mobile marketing communications be used to reach consumers? To begin answering these questions first the definitional issues relating to the terms mobile marketing communications are addressed. The relevant literature on the unique characteristics of mobile marketing communications and media planning is then reviewed. Five characteristics of mobile marketing communications are identified as key considerations for decision-making: Ubiquity, Immediacy, Location sensitivity, Personalization, and Consumer controlled interactivity. Finally, recommendations for marketing managers, as well as directions for future research will be presented.

Journal of Advertising, 1999

Marketers are increasingly recognizing the growing power of ethnic groups, and are responding wit... more Marketers are increasingly recognizing the growing power of ethnic groups, and are responding with targeted marketing efforts. Targeted communications often draw on various references to the ethnic culture in an attempt to enhance communication with and gain the approval of the intended audience. However, research on how such accommodation efforts may be received is lacking. Drawing on a variety of disciplines, the authors develop a theory of intercultural accommodation to fill that gap. The proposed model views the consumer as having both affective and attributional responses to a targeted communication. The consequences of the response are proposed to influence the consumer's evaluation, comprehension, and recall of the message, and to influence behavioral intentions toward the communicator.

Page 1. Ethnie Consumer Reaction to Targeted Marketing: A Theory of Intercultural Accommodation J... more Page 1. Ethnie Consumer Reaction to Targeted Marketing: A Theory of Intercultural Accommodation Jonna Holland and James W. Gentry ... the authors develop a theory ofintercultural accommodation to fill that gap. The proposed model views the ...

The purpose of the current study is to understand consumers’ behavioral intentions in situations ... more The purpose of the current study is to understand consumers’ behavioral intentions in situations involving both positive and negative potential impacts on the environment. The case of energy efficient Compact Fluorescent Lamps (CFLs) with their potential for mercury pollution is an example of this type of trade-off. Past studies have confirmed the usefulness of the Theory of Reasoned Action for identifying the antecedents influencing recycling rates, however, none have looked at situations where conflicting environmental trade-offs were involved. Stepwise regression analysis was used to develop a core model which explains R2=.561 of the intention to recycle. Significant antecedents include the peer group subjective norm of recycling CFLs (Beta=.661), the attitude towards recycling of CFLs (Beta=.417), the attitude towards the overall environmental friendliness of CFLs (Beta=-.344), and the attitude towards the number of sites available for recycling of CFLs (Beta=.212). Adding the i...

International Journal of Marketing Studies, 2013

The purpose of the current study is to understand consumers' behavioral intentions in situations ... more The purpose of the current study is to understand consumers' behavioral intentions in situations involving both positive and negative potential impacts on the environment. The case of energy efficient Compact Fluorescent Lamps (CFLs) with their potential for mercury pollution is an example of this type of trade-off. Past studies have confirmed the usefulness of the Theory of Reasoned Action for identifying the antecedents influencing recycling rates, however, none have looked at situations where conflicting environmental trade-offs were involved. Stepwise regression analysis was used to develop a core model which explains R 2 =.561 of the intention to recycle. Significant antecedents include the peer group subjective norm of recycling CFLs (Beta=.661), the attitude towards recycling of CFLs (Beta=.417), the attitude towards the overall environmental friendliness of CFLs (Beta=-.344), and the attitude towards the number of sites available for recycling of CFLs (Beta=.212). Adding the impact of past recycling behavior increases the model's explanatory power to .726. Important policy implications result from the finding that the number of people who would 'always or usually' recycle CFLs increased to 90% by enhancing the convenience of recycling. A significant managerial implication results from the contradictory findings that the attitude towards mercury is not significantly correlated with intentions to recycle, however the attitude towards the environmental friendliness of CFLs was negatively related to recycling intentions. This potentially indicates that there is a lack of understanding of the net positive impact of CFLs and there is potential confusion about the related environmental trade-offs. Recommendations for policy and marketing responses are suggested.

Journal of Services Marketing, 2007

Purpose-This paper aims to extend understanding of the cues that customers with disabilities use ... more Purpose-This paper aims to extend understanding of the cues that customers with disabilities use to judge inclusion/welcome (or not) in interactions in retail stores. Design/methodology/approach-Critical incident interviews were conducted with 115 informants who provided rich descriptions of 113 welcoming incidents and 105 unwelcoming incidents. Interview transcripts were content analyzed to determine inductively the cues customers with disabilities use to perceive welcoming. Findings-Four primary situational factors explain to what perceptions of welcome/inclusion are attributed: service personnel; store environmental factors; other customers; and product/service assortments. Further, a disability becomes salient only when there is an interaction between these situational factors and consumers' disabilities. Research limitations/implications-The findings suggest an extension to Bitner's servicescape conceptualization in that it specifies that the assessment of an environment as enabling or disabling is important for at least some customers in deciding whether they should stay, go, or return to a particular servicescape. Practical implications-The results reveal that consumers with disabilities should be viewed as customers first, and only as possessing a disability in particular interactions in the customer-firm interface. Originality/value-This research presents the views of a set of customers who are under-represented in research samples. It discusses how not all people with disabilities are alike and begins to develop a deeper understanding of their behavior as consumers. The research is valuable for retail managers and service providers who need useful information for training employees, for designing servicescapes that are welcoming for consumers with disabilities, and for fulfilling the inclusive intent of the Americans with Disabilities Act (ADA). It will also be of interest to academics who are engaged in research that attempts to improve the quality of life for consumers.

ACR North American Advances, 1997

Marketing Education Review, 2015

A novel concept for an integrated marketing communications (IMC) semester project succeeded in me... more A novel concept for an integrated marketing communications (IMC) semester project succeeded in meeting or exceeding course learning objectives while increasing social impact and community engagement. Partnering with a selected business and a synergistic community cause, student teams developed and implemented an IMC plan to motivate consumers to “buycott” the business on a specified date. A buycott is the inverse of a boycott. In exchange for this promotion, the business partners agreed to certain actions in support of the community cause. Evaluations revealed high levels of student engagement, positive response from partnering organizations, and successful achievement of learning objectives

This analysis reviews the factors that make mobile marketing communications a unique media choice... more This analysis reviews the factors that make mobile marketing communications a unique media choice with tremendous potential for marketers. Given that media planning must be driven by sound business strategy rather than the novel potential of the technology, this is an important topic of inquiry. When and with what kinds of marketing messages should mobile marketing communications be used to reach consumers? To begin answering these questions first the definitional issues relating to the terms mobile marketing communications are addressed. The relevant literature on the unique characteristics of mobile marketing communications and media planning is then reviewed. Five characteristics of mobile marketing communications are identified as key considerations for decision-making: Ubiquity, Immediacy, Location sensitivity, Personalization, and Consumer controlled interactivity. Finally, recommendations for marketing managers, as well as directions for future research will be presented.

International Journal of Marketing Studies, 2013

The purpose of the current study is to understand consumers' behavioral intentions in situations ... more The purpose of the current study is to understand consumers' behavioral intentions in situations involving both positive and negative potential impacts on the environment. The case of energy efficient Compact Fluorescent Lamps (CFLs) with their potential for mercury pollution is an example of this type of trade-off. Past studies have confirmed the usefulness of the Theory of Reasoned Action for identifying the antecedents influencing recycling rates, however, none have looked at situations where conflicting environmental trade-offs were involved. Stepwise regression analysis was used to develop a core model which explains R 2 =.561 of the intention to recycle. Significant antecedents include the peer group subjective norm of recycling CFLs (Beta=.661), the attitude towards recycling of CFLs (Beta=.417), the attitude towards the overall environmental friendliness of CFLs (Beta=-.344), and the attitude towards the number of sites available for recycling of CFLs (Beta=.212). Adding the impact of past recycling behavior increases the model's explanatory power to .726. Important policy implications result from the finding that the number of people who would 'always or usually' recycle CFLs increased to 90% by enhancing the convenience of recycling. A significant managerial implication results from the contradictory findings that the attitude towards mercury is not significantly correlated with intentions to recycle, however the attitude towards the environmental friendliness of CFLs was negatively related to recycling intentions. This potentially indicates that there is a lack of understanding of the net positive impact of CFLs and there is potential confusion about the related environmental trade-offs. Recommendations for policy and marketing responses are suggested.

Journal of Services Marketing, 2007

Purpose-This paper aims to extend understanding of the cues that customers with disabilities use ... more Purpose-This paper aims to extend understanding of the cues that customers with disabilities use to judge inclusion/welcome (or not) in interactions in retail stores. Design/methodology/approach-Critical incident interviews were conducted with 115 informants who provided rich descriptions of 113 welcoming incidents and 105 unwelcoming incidents. Interview transcripts were content analyzed to determine inductively the cues customers with disabilities use to perceive welcoming. Findings-Four primary situational factors explain to what perceptions of welcome/inclusion are attributed: service personnel; store environmental factors; other customers; and product/service assortments. Further, a disability becomes salient only when there is an interaction between these situational factors and consumers' disabilities. Research limitations/implications-The findings suggest an extension to Bitner's servicescape conceptualization in that it specifies that the assessment of an environment as enabling or disabling is important for at least some customers in deciding whether they should stay, go, or return to a particular servicescape. Practical implications-The results reveal that consumers with disabilities should be viewed as customers first, and only as possessing a disability in particular interactions in the customer-firm interface. Originality/value-This research presents the views of a set of customers who are under-represented in research samples. It discusses how not all people with disabilities are alike and begins to develop a deeper understanding of their behavior as consumers. The research is valuable for retail managers and service providers who need useful information for training employees, for designing servicescapes that are welcoming for consumers with disabilities, and for fulfilling the inclusive intent of the Americans with Disabilities Act (ADA). It will also be of interest to academics who are engaged in research that attempts to improve the quality of life for consumers.

Journal of Marketing Theory and Practice, 2006

... Fairness, or justice theory, is well established in the organi-zational behavior literature a... more ... Fairness, or justice theory, is well established in the organi-zational behavior literature and in marketing research con-texts such as pricing (Maxwell and Nye 1999), distribution channels (Sindhav 2001), sales (Dubinsky, Kotabe, and Lim 1993), and services (Smith, Bolton ...

Journal of Marketing Theory and Practice, 2006

... Fairness, or justice theory, is well established in the organi-zational behavior literature a... more ... Fairness, or justice theory, is well established in the organi-zational behavior literature and in marketing research con-texts such as pricing (Maxwell and Nye 1999), distribution channels (Sindhav 2001), sales (Dubinsky, Kotabe, and Lim 1993), and services (Smith, Bolton ...

Journal of Management & Marketing in Healthcare, 2011

ABSTRACT With a growing population of elderly consumers, marketers and providers of health-relate... more ABSTRACT With a growing population of elderly consumers, marketers and providers of health-related services need to understand the motivations and perceptions influencing the actions of this increasingly important target market. This investigation draws from both the consumer behavior and health literatures to examine participation in a preventive health service designed to enable independent living. Empirical findings showed that motivating factors, including perceptions of susceptibility (risk), seriousness of the consequences and benefits of the service, and the barriers (i.e. lack of awareness and perceived social stigma) were significant predictors of participation in a preventive health service. User participation and satisfaction with core benefits significantly influenced continuing loyalty and positive word-of-mouth. Implications for marketing managers of preventive health services in general and personal emergency response systems in particular are outlined.

Journal of Interactive Marketing, 2001

This article explores the development of an e-business marketing model that capitalizes on custom... more This article explores the development of an e-business marketing model that capitalizes on customer participation and the likely consequences of such efforts, principally site brand loyalty. A conceptual model illustrates how consumers’ goals in visiting a website (task or experiential) affect their propensity to be site brand loyal and how characteristics of the site, including personalization and community, are related to brand loyalty. The model also shows that creating site brand loyalty leads to predictable affective, cognitive, and behavioral outcomes from customers, such as repeat visits to and patronage of the site, fewer intentions to defect to competitors, and more favorable attitudes toward the site. Case studies of corporate websites provide empirical evidence to support the model. The paper concludes by suggesting that customer participation in the e-business model fundamentally changes the way brands are developed. That is, producers no longer create an image for a bra...

Issues in Accounting Education, 2005

This study tests whether critical-thinking skills can help explain the cross-sectional variation ... more This study tests whether critical-thinking skills can help explain the cross-sectional variation in student performance in principles of accounting. Prior research has used such measures as academic aptitude and demographic factors to explain performance in the principles of accounting class. We argue that success in principles of accounting also requires critical-thinking skills. We measured critical-thinking skills by using a holistic scoring process to evaluate student essays. Our results show that even after controlling for academic aptitude, our measure of critical-thinking skills contributes significantly to explaining the cross-sectional variation in student performance in an accounting principles class. Understanding the relationship between critical thinking and success in accounting may contribute not only to reducing the failure rate in principles of accounting, but also to encouraging an emphasis on critical thinking in the preparation of accounting professionals.

In this article, the authors describe the core elements of an integrative economics-marketing cou... more In this article, the authors describe the core elements of an integrative economics-marketing course on international microenterprise development. The course covers issues related to poverty, market ...

In this article, the authors describe the core elements of an integrative economics-marketing cou... more In this article, the authors describe the core elements of an integrative economics-marketing course on international microenterprise development. The course covers issues related to poverty, market ...

This analysis reviews the factors that make mobile marketing communications a unique media choice... more This analysis reviews the factors that make mobile marketing communications a unique media choice with tremendous potential for marketers. Given that media planning must be driven by sound business strategy rather than the novel potential of the technology, this is an important topic of inquiry. When and with what kinds of marketing messages should mobile marketing communications be used to reach consumers? To begin answering these questions first the definitional issues relating to the terms mobile marketing communications are addressed. The relevant literature on the unique characteristics of mobile marketing communications and media planning is then reviewed. Five characteristics of mobile marketing communications are identified as key considerations for decision-making: Ubiquity, Immediacy, Location sensitivity, Personalization, and Consumer controlled interactivity. Finally, recommendations for marketing managers, as well as directions for future research will be presented.

Journal of Advertising, 1999

Marketers are increasingly recognizing the growing power of ethnic groups, and are responding wit... more Marketers are increasingly recognizing the growing power of ethnic groups, and are responding with targeted marketing efforts. Targeted communications often draw on various references to the ethnic culture in an attempt to enhance communication with and gain the approval of the intended audience. However, research on how such accommodation efforts may be received is lacking. Drawing on a variety of disciplines, the authors develop a theory of intercultural accommodation to fill that gap. The proposed model views the consumer as having both affective and attributional responses to a targeted communication. The consequences of the response are proposed to influence the consumer's evaluation, comprehension, and recall of the message, and to influence behavioral intentions toward the communicator.

Page 1. Ethnie Consumer Reaction to Targeted Marketing: A Theory of Intercultural Accommodation J... more Page 1. Ethnie Consumer Reaction to Targeted Marketing: A Theory of Intercultural Accommodation Jonna Holland and James W. Gentry ... the authors develop a theory ofintercultural accommodation to fill that gap. The proposed model views the ...