Stephanie M. Noble
University of Tennessee
AdvertisingService providerFeelingProduct (category theory)Word of mouthSociologyBusinessPsychologyMarketingCognitionWork (electrical)ReactanceQualitative researchPersonal spaceSurvey data collectionPerceptionControl (management)Value (economics)LoyaltyProduction (economics)Test (assessment)Context (language use)Service (business)Affect (psychology)Public relationsProcess (engineering)Sample (statistics)Product (business)Marketing researchRelationship marketingKnowledge managementSocial psychologyMarketing strategyDigital marketing
Publications 56
#1Stephanie M. Noble (University of Mississippi)H-Index: 22
#2Joanna Phillips (University of Mississippi)H-Index: 5
Abstract Relationship marketing tactics, such as loyalty programs, company credit cards, and e-mail promotions, are becoming increasingly popular. Benefits offered to a consumer for engaging in relational exchanges include price decreases, special offers, personalized attention, and customized products. With such benefits, the assumption is that consumers will want to develop a relationship with an organization and be rewarded for their loyalty. However, consumers might patronize a retailer, be ...
256 CitationsSource
#1Stephanie M. Noble (University of Mississippi)H-Index: 22
#2Charles D. Schewe (UMass: University of Massachusetts Amherst)H-Index: 19
Abstract The notion of cohorts is becoming increasingly popular among trade journals and is even cited in undergraduate marketing textbooks as a segmentation technique; however, little empirical evidence exists to support the validity of the concept. The goal of the current study was twofold: (1) to examine the central relationship in the cohort concept—whether values can predict cohort groupings; and (2) to determine if consumers within cohort groupings cite similar external events as influenti...
270 CitationsSource
#1Stephanie M. Noble (University of Mississippi)H-Index: 22
#1William D. Diamond (UMass: University of Massachusetts Amherst)H-Index: 13
#2Stephanie M. Noble (University of Mississippi)H-Index: 22
Abstract Two studies examined consumers’ defenses against to catalog and charitable direct mail solicitations. First, 157 survey respondents completed questions about their charitable giving behavior. Significant correlations between four resulting principal components and demographic variables showed how people defend themselves against repeated appeals. In a second study, 34 subjects provided scripts of responses to charitable and catalog solicitations. The scripts further illustrated defensiv...
55 CitationsSource
Marketers often segment consumers on factors such as age, gender, income, stage of life, and geography. Another innovative approach is to group consumers into cohorts. Cohorts are groups of individuals who are born and travel life together and experience similar external events during their late adolescent/early adulthood years. These events influence people to create values, attitudes, and preferences that remain with them for their lifetime. This article reviews and assesses the current litera...
229 CitationsSource