Eloise Coupey | Virginia Tech (original) (raw)

Papers by Eloise Coupey

Traditional perceptual mapping techniques such as factor analysis and multidimensional scaling do... more Traditional perceptual mapping techniques such as factor analysis and multidimensional scaling do not directly involve the consumer in determining the number of dimensions, naming the dimensions or locating brands along the dimensions. This paper describes Direct Perceptual Mapping (DPM), a technique with which perceptual maps are elicited directly from the consumer. Results show that DPM compares favorably with traditional techniques in producing perceptual maps. In addition, DPM can provide process data that are not available with traditional techniques.

ACR North American Advances, 1996

Connected Vehicle/Infrastructure UTC The mission statement of the Connected Vehicle/Infrastructur... more Connected Vehicle/Infrastructure UTC The mission statement of the Connected Vehicle/Infrastructure University Transportation Center (CVI-UTC) is to conduct research that will advance surface transportation through the application of innovative research and using connected-vehicle and infrastructure technologies to improve safety, state of good repair, economic competitiveness, livable communities, and environmental sustainability. The goals of the Connected Vehicle/Infrastructure University Transportation Center (CVI-UTC) are:  Increased understanding and awareness of transportation issues  Improved body of knowledge  Improved processes, techniques and skills in addressing transportation issues  Enlarged pool of trained transportation professionals

Springer eBooks, Nov 6, 2014

Consumers seldom make product choices in situations in which information is provided in a represe... more Consumers seldom make product choices in situations in which information is provided in a representation designed to facilitate choices of good quality with comfortable levels of effort investment. As a result, consumers may often construct multiple representations to facilitate making choices. A framework for dynamic restructuring is presented which describes why, when, and how consumers might restructure information displays over the course of a decision in order to make a choice. The framework incorporates an effort/accuracy approach to develop predictions about restructuring.

Arts and the market, May 7, 2019

Purpose Middle school participants in the USA attending an on-campus university informal science ... more Purpose Middle school participants in the USA attending an on-campus university informal science program indicate an increase in interest toward careers and disciplines in STEM or STEAM (science, technology, engineering and mathematics and the arts). Parents or guardians confirm the change. The paper aims to discuss this issue. Design/methodology/approach Participants attended “inquiry-based” lectures by scientists and “hands-on” activities conducted by volunteers on campus at a public university over four months, four Saturdays. Participants completed surveys before each lecture and guardians completed surveys afterwards. Findings Interest increased significantly according to paired samples t-tests for each STEM discipline for students who reported low interest on the initial pre-lecture survey. There was a significant linear improvement in interests in engineering using a repeated measures general linear model. Guardians or parents reported that they observed a higher interest in STEM disciplines resulting in more technical-related interaction among peers and within the family. Social implications Findings support STEM with arts “out-of-school” programs sponsored by museums, corporations, government, higher education and others. Inclusion of the “hands-on” activities, some with arts content, to the science and technical learning appears to spark enthusiasm. Originality/value The value is multidisciplinary. The theory of reasoned action from social psychology, sociology, along with related research in science education and the arts are synthesized. Informal extracurricular experiences sustained and improved interests in the disciplines and careers on which the formal educational career pipeline can build.

Psychology & Marketing, Oct 1, 1996

Consumers categorize products to facilitate storage and retrieval of product information. Product... more Consumers categorize products to facilitate storage and retrieval of product information. Product categories are flexible in structure and may be altered to enable efficient processing, storage, and retrieval of information. The joint effect of two factors, learning goal and discrepancy, on the differential formation of category structures is examined. The learning goal influences the formation of initial category perceptions and is proposed to affect tendencies to subtype a new brand at different levels of discrepancy. Study results indicate that subjects who must make judgments about a new, strongly discrepant brand are influenced more by learning goal than are subjects presented with a moderately discrepant brand. Implications for marketing strategy are discussed. 01996 John Wiley & Sons, Inc. Consumer categorization of products is an important phenomenon of consumer behavior. A ubiquitous cognitive activity (Mervis & Rosch, 19Sl>, categorization enables efficient storage of information and improves the retrievability of useful information (Lingle, Altom, & Medin, 1984). For consumers, categorization of product information may aid in the evaluation of brands (Cohen & Basu, 1987). For marketers,

Information Technology & Management, May 28, 2014

Sponsored search is a multi-billion dollar market. Determining which characteristics of sponsored... more Sponsored search is a multi-billion dollar market. Determining which characteristics of sponsored search campaigns are associated with campaign success has been an active research field, particularly in the consumer retail industry. We develop and examine a theoretical model that integrates and extends established theories of information content, persuasive content, emotion, and style of advertising in traditional media (print, television) to online advertising. We analyze the determinants of sponsored search success across multiple sub-industries in the long term subscription market, with data on four companies who sell long term subscription services with monthly recurring revenue. We use structured equation modeling to test a model that relates bid content features to the average position and number times an ad is displayed (i.e., impressions) in search engine results. In turn, the average position and number of impressions, together with the ad content features, influence the number of times that consumers will click on an ad. The results, based on the magnitude of path coefficients for all companies (i.e., brands), show that average position and total impressions (which are influenced by bid characteristics) have a far stronger effect on clicks than the impact of ad characteristics. The content analysis study undertaken here vividly illustrates that the effects of information content, persuasive content, emotion, and style on advertisement clicks are highly diverse across brands. This suggests the need for future research on brand, product, and consumer-specific factors that influence clicks, and further research on automated tools that provide tailored content optimization guidance to online campaign managers.

Journal of Research in Marketing and Entrepreneurship, Jul 6, 2012

PurposeAt the marketing/entrepreneurship interface, most research concerns how entrepreneurs mark... more PurposeAt the marketing/entrepreneurship interface, most research concerns how entrepreneurs market their businesses, rather than how advertisers market to entrepreneurs. The purpose of this study is to address this gap.Design/methodology/approachThe authors undertake a content analysis of 88 recent issues of the two largest print magazine titles targeted at American entrepreneurs, with particular attention to advertising content for known small business success factors.FindingsThis study finds no correlation between factors most important to small business success and advertising volume. However, this study finds a strong, inverse correlation between US small business performance for each success factors and the volume of advertising for that competitiveness factor. Finally, it is found that advertisement characteristics (placement, timing, repetition, contact channel, and competitor comparison) vary by competitiveness factor.Research limitations/implicationsThis study is limited to print advertising to US entrepreneurs. The findings imply that small business competitiveness factors may need to be amended, and that the nature of advertising to small businesses should be further investigated.Practical implicationsThe ability to identify shortcomings in what small businesses need to succeed may spur advertisers to remedy the gap with product promotions that create awareness of need solutions.Originality/valueThis study is the first to use content analysis of B2B print advertising targeted at entrepreneurs to develop insights into the nature of the target market (US entrepreneurs); to explore the extent to which advertised goods and services match needs of the target market; and to examine whether advertisers communicate the various factors that address target market needs, in different manners.

Personal and Ubiquitous Computing, Dec 14, 2011

This paper reports on a design experience for undergraduates in computer engineering, industrial ... more This paper reports on a design experience for undergraduates in computer engineering, industrial design, and marketing that focuses on pervasive computing devices. Across a broad range of targeted application areas and user groups, many of the student designs have been wearable computers. Consequently, our course will be of interest to the wearable computing community, particularly in terms of our aim of bridging the gap between design and engineering. For the two most recent offerings of the course, we have utilized external observers and surveyed the students in order to validate the impact of aspects of our process and changes to it. This paper is based upon five years of experience and two years of analysis of our course, and it presents an overview of our process with both qualitative and quantitative results from these two most recent offerings.

International Journal of Environmental Research and Public Health, Jan 13, 2020

In 2010, 193 Member States of the World Health Organization (WHO) endorsed World Health Assembly ... more In 2010, 193 Member States of the World Health Organization (WHO) endorsed World Health Assembly Resolution WHA63.14 to restrict the marketing of food and beverage products high in fat, sugar and salt (HFSS) to children to prevent obesity and non-communicable diseases (NCDs). No study has examined HFSS marketing policies across the WHO regional office countries in the Americas. Between 2018 and 2019, a transdisciplinary team examined policies to restrict HFSS food and beverage product marketing to children to develop a responsible policy index (RESPI) that provides a quality score based on policy characteristics and marketing techniques. After designing the RESPI, we conducted a comprehensive literature review through October 2019 to examine policies in 14 countries in the WHO Americans Region. We categorized policies (n = 38) as either self-regulatory or statutory and calculated the RESPI scores, ranked from 0 (lowest) to 10 (highest). Results showed Brazil, Canada, Chile, and Uruguay had the highest RESPI scores associated with statutory policies that restricted point of sale, cartoon, licensed media characters and celebrities; and HFSS products in schools and child care settings, and broadcast and print media. Policymakers can use the RESPI tool to evaluate marketing policies within and across geopolitical boundaries to protect children's diet and health.

Expert Systems With Applications, Jun 1, 2013

As marketing communications proliferate, the ability to target the right audience for a message i... more As marketing communications proliferate, the ability to target the right audience for a message is of everincreasing importance. Audience targeting practices for mass media, both in research and in industry, have tended to emphasize demographics, behavior, and other characteristics of customer groups as the bases for matching communications to audiences. These approaches overlook the opportunity to leverage the nature of advertising content, by automatically matching advertisement content to appropriate media channels and target audience. We model the semantic and sentiment content of advertisements with 103 variables. Based on these variables, a neural network classifier is used to assign advertisements to groups that represent different media channels. In its ability to classify unseen advertisements, the model outperforms the classification result generated by a random model, by 100-300%. This method also enables us to identify and describe divergent advertisement characteristics, by industry.

IEEE Transactions on Systems, Man, and Cybernetics, 1990

Ahstrucf-When making choices, people use a variety of inforniation processing strategies, conting... more Ahstrucf-When making choices, people use a variety of inforniation processing strategies, contingent upon a number of task and contelt variables. An approach to investigating contingent decision behavior using an effort/accuracy framework, production system modeling of decision strategies, and Monte-Carlo simulation to explore the interactions of task properties with decision heuristics (strategies) is illustrated. The simulation results suggest that the contingent use of choice heuristics may often yield relatively high levels of decision accuracy with substantial savings in effort. The paper ends with a discussion of how the use of heuristics may vap during the course of the decision episode as the structure of the ta4i is learned. In addition. ways to opportunistically exploit the task structure to simplify processing while still producing good decisions are identified.

Journal of Consumer Research, Mar 1, 1998

Page 1. Product Category Familiarity and Preference Construction ELOÏSE COUPEY JULIE R. IRWIN JOH... more Page 1. Product Category Familiarity and Preference Construction ELOÏSE COUPEY JULIE R. IRWIN JOHN W. PAYNE* Marketers often base decisions about marketing strategies on the results of re-search designed to elicit information about consumers&amp;amp;amp;amp;amp;amp;#x27; preferences. ...

Advances in Consumer Research, 2002

... into marketing strategy. It helps them recognize and understand the implications of the Inter... more ... into marketing strategy. It helps them recognize and understand the implications of the Internet not only as a marketplace, but also as a set of tools and opportunities for conducting a wide variety of marketing activities that do not involve product-related transactions (eg ...