Joanna Phillips
Western Kentucky University
AdvertisingLoyalty marketingFeelingMarket segmentationAdvertising researchCongruence (geometry)Product (category theory)Conceptual modelConsumption (economics)SociologyBusinessPsychologyMarketingReactanceQualitative researchSocial connectednessAdvertising account executiveSocial changeSocializationPerceptionValue (economics)Purchasing powerEquity (finance)LoyaltyPurchasingService (business)Competition (economics)ReplicatePopulationProduct selectionGeneration yAffect (psychology)Product (business)Movie theaterRelationship marketingNative advertisingSocial psychologySegmentationUncertainty reduction theory
Publications 6
#1Stephanie M. NobleH-Index: 22
#2Diana L. HaytkoH-Index: 15
Last. Joanna PhillipsH-Index: 5
view all 3 authors...
Generation Y will represent an estimated 41% of the population by 2009 (Welles 1999). These consumers currently range from 11 to 28. They have the purchasing power to have an unprecedented impact on the economy. Despite the potential of this group as a whole, especially those middle members of this generation (ages 16–22) who are in or near entering the highly coveted college-student market, little is known about the motivations behind the consumption behavior and preferences of these individual...
#1Douglas L. Fugate (Western Kentucky University)H-Index: 9
#2Joanna Phillips (Western Kentucky University)H-Index: 5
Purpose – The purpose of this paper is to replicate and extend earlier work on product gender perceptions.Design/methodology/approach – The methodology tested six hypotheses, using nearly 500 respondents. The hypotheses were investigated using a survey approach with validated scales. Likert‐type data were analyzed using appropriate statistical measures.Findings – Analysis of the data demonstrated that product gendering is still prevalent. In addition, males were more likely than females to purch...
62 CitationsSource
#1Stephanie M. Noble (University of Mississippi)H-Index: 22
#2Diana L. Haytko (College of Business Administration)H-Index: 15
Last. Joanna Phillips (Western Kentucky University)H-Index: 5
view all 3 authors...
Generation Y (individuals ages 14-31 in 2008) are in the marketplace with the numbers and the purchasing power to have an unprecedented impact on the economy. Despite the potential of this group as a whole, especially the middle-aged members of this generation (ages 18-22) who are in the highly coveted college-student market, much is unknown about the motivations behind these individuals' consumption behavior and preferences. This study attempts to address this gap in the literature by exploring...
360 CitationsSource
#1Joanna Phillips (Western Kentucky University)H-Index: 5
#2Stephanie M. Noble (University of Mississippi)H-Index: 22
Due to high costs, fragmented audiences, and cluttered environments, advertisers are finding it increasingly difficult to reach key target markets. Thus, many are looking to nontraditional media, such as cinema advertising, to maximize the effectiveness of advertising expenditures. Given the captive nature of this type of advertising, the authors explore factors influencing consumers' attitudes toward the cinema as an advertising medium, citing reactance, equity, and expectancy-disconfirmation t...
31 CitationsSource
#1Joanna Phillips (University of Mississippi)H-Index: 5
#2Mavis Tandoh (University of Mississippi)H-Index: 1
Last. Victoria D. Bush (University of Mississippi)H-Index: 19
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AbstractIncreased competition in the gaming industry has resulted in the need for casinos to identify consumer segments that will be most receptive to their communications. In the past, casinos have traditionally used behavioral variables (i.e., frequency of visits, amount of money wagered, etc.) to segment and target customers. However, recent work in segmentation advocates the value of also segmenting customers based on attitudinal variables (i.e., commitment, affect, etc.). The purpose of thi...
10 CitationsSource
#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 ...
143 CitationsSource