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dc.contributor.advisorMorrin, Maureen
dc.creatorKeech, Jessica
dc.date.accessioned2020-10-26T19:19:45Z
dc.date.available2020-10-26T19:19:45Z
dc.date.issued2017
dc.identifier.urihttp://hdl.handle.net/20.500.12613/1588
dc.description.abstractThis two essay dissertation explores the impact that various types of consumer insecurity have on response to and evaluation of products. Consumer insecurity has long been noted as an influence on consumption behavior; however, this research examines it from two specific angles – materialism level and economic insecurity level of the consumer. Literature suggests that one of the major antecedents of materialism is insecurity. Therefore, Essay 1 focuses on the impact that consumers’ materialism levels have on the evaluation of a sustainable luxury product. Five experiments demonstrate that although the product is originally valued less than its traditional counterpart, positioning it as essentially providing the same status benefits as its non-sustainable counterpart increased its value amongst materialistic consumers. Promoting the ethicality of the sustainable luxury product actually hurt its valuation amongst consumers high in materialism. Essay 2 examines the effect that economic insecurity has on consumer response to products. This research suggests that economically insecure consumers notice the brand gendered characteristics of products more so in comparison to more economically secure consumers. Initial support is also found for an association between more economically insecure consumers and a preference for gendered products. The results of both essays demonstrate the noticeable effects that feelings of insecurity have on consumer responses to products.
dc.format.extent161 pages
dc.language.isoeng
dc.publisherTemple University. Libraries
dc.relation.ispartofTheses and Dissertations
dc.rightsIN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available.
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/
dc.subjectMarketing
dc.titleThe Impact of Consumer Insecurity On Product Evaluation
dc.typeText
dc.type.genreThesis/Dissertation
dc.contributor.committeememberMudambi, Susan
dc.contributor.committeememberDi Benedetto, C. Anthony
dc.contributor.committeememberNenkov, Gergana Y.
dc.description.departmentBusiness Administration/Marketing
dc.relation.doihttp://dx.doi.org/10.34944/dspace/1570
dc.ada.noteFor Americans with Disabilities Act (ADA) accommodation, including help with reading this content, please contact scholarshare@temple.edu
dc.description.degreePh.D.
refterms.dateFOA2020-10-26T19:19:45Z


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