Advertising effects on brand search and preference: Assessing the mediational role of *Aad and *Ab

Most advertising research has focussed at examining effects of advertising on attitudinal responses or brand preference and choice. However, in a natural environment, the time period between advertising exposure and purchase decision is filled with prepurchase search. Prepurchase external search refers to information search from sources other than memory, prior to making a purchase decision. Usually consumers access only a small subset of available information and base their choice decisions on it. Prepurchase search therefore acts as a filter and, the final choice depends critically on the small subset of potential inputs the consumer notes in the environment and integrates into the decision. Previous research has identified a variety of factors that affect consumers' prepurchase search behavior. However, there is little understanding of how specific advertisements designed by marketers impact consumers' prepurchase search. A marketer would like consumers to search information that reflects favorably on his/her brand. Hence, s/he would attempt to influence the brands and attributes on which consumers seek information prior to making a choice. The dissertation investigates the process by which a particular marketer's advertising influences consumers' search on available brands, i.e., the marketer's brand and other competing brands. The dissertation considers a situation where exposure to advertising occurs prior to seeking information from any other source. Hence, the impact of advertising on subsequent search behavior is the topic of interest. The dissertation develops a conceptual model of advertising effects on brand search and conducts two experiments to test the tenets of this model. Specifically, the dissertation demonstrates that attitudinal responses generated by advertising mediate advertising effects on search attitudes and behaviors. The dissertation goes on to examine how attitudinal responses generated by advertising and subsequent effects on search alter brand preference and choice. ^

The effects of attribute quality information and sources of information on consumers' perceptions and behavior: A model of Pre-purchase Information Utilization in Service Physical Environments

The search-experience-credence framework from economics of information, the human-environment relations models from environmental psychology, and the consumer evaluation process from services marketing provide a conceptual basis for testing the model of "Pre-purchase Information Utilization in Service Physical Environments." The model addresses the effects of informational signs, as a dimension of the service physical environment, on consumers' perceptions (perceived veracity and perceived performance risk), emotions (pleasure) and behavior (willingness to buy). The informational signs provide attribute quality information (search and experience) through non-personal sources of information (simulated word-of-mouth and non-personal advocate sources).^ This dissertation examines: (1) the hypothesized relationships addressed in the model of "Pre-purchase Information Utilization in Service Physical Environments" among informational signs, perceived veracity, perceived performance risk, pleasure, and willingness to buy, and (2) the effects of attribute quality information and sources of information on consumers' perceived veracity and perceived performance risk.^ This research is the first in-depth study about the role and effects of information in service physical environments. Using a 2 x 2 between subjects experimental research procedure, undergraduate students were exposed to the informational signs in a simulated service physical environment. The service physical environments were simulated through color photographic slides.^ The results of the study suggest that: (1) the relationship between informational signs and willingness to buy is mediated by perceived veracity, perceived performance risk and pleasure, (2) experience attribute information shows higher perceived veracity and lower perceived performance risk when compared to search attribute information, and (3) information provided through simulated word-of-mouth shows higher perceived veracity and lower perceived performance risk when compared to information provided through non-personal advocate sources. ^

A search for an exotic meson in the gamma + P decaying to delta++ + pi- + eta reaction

A Partial Waves Analysis (PWA) of γp → Δ ++X → pπ+ π - (η) data taken with the CLAS detector at Jefferson Lab is presented in this work. This reaction is of interest because the Δ++ restricts the isospin of the possible X states, leaving the PWA with a smaller combination of partial waves, making it ideal to look for exotic mesons. It was proposed by Isgur and Paton that photoproduction is a plausible source for the Jpc=1–+ state through flux tube excitation. The π1(1400) is such a state that has been produced with the use of hadron production but it has yet to be seen in photoproduction. A mass independent amplitude analysis of this channel was performed, followed by a mass dependent fit to extract the resonance parameters. The procedure used an event-based maximum likelihood method to maintain all correlations in the kinematics. The intensity and phase motion is mapped out for the contributing signals without requiring assumptions about the underlying processes. The strength of the PWA is in the analysis of the phase motion, which for resonance behavior is well defined. In the data presented, the ηπ– invariant mass spectrum shows contributions from the a0(980) and a2(1320) partial waves. No π1 was observed under a clear a2 signal after the angular distributions of the decay products were analyzed using an amplitude analysis. In addition, this dissertation discusses trends in the data, along with the implemented techniques.

Sustainable Development: The Search for the Tipping Point

The United Nations recently launched the Decade of Education for Sustainable Development. Literature indicates the need for an authoritative definition of sustainable development. Sustainable Human Development is analyzed through the lens of Gladwell’s The Tipping Point as a framework for guiding ethical development practice and instigating changes in human behavior.

The effects of semantic and syntactic instruction on user performance and satisfaction in search user interface design

The design of interfaces to facilitate user search has become critical for search engines, ecommercesites, and intranets. This study investigated the use of targeted instructional hints to improve search by measuring the quantitative effects of users' performance and satisfaction. The effects of syntactic, semantic and exemplar search hints on user behavior were evaluated in an empirical investigation using naturalistic scenarios. Combining the three search hint components, each with two levels of intensity, in a factorial design generated eight search engine interfaces. Eighty participants participated in the study and each completed six realistic search tasks. Results revealed that the inclusion of search hints improved user effectiveness, efficiency and confidence when using the search interfaces, but with complex interactions that require specific guidelines for search interface designers. These design guidelines will allow search designers to create more effective interfaces for a variety of searchapplications.