June 2022 (Vol. 15, Iss. 2)
Making Tough Choices Today for an Easier Tomorrow
Ashley S. Otto, PhD, Joshua J. Clarkson, PhD, Nathanael S. Martin, PhD ABD
Consumers make countless decisions every day. Some situations require minimal decision-making effort, while others require more thought and effort to reach a decision. Our research finds that there are two situations, driven by a motivation to achieve cognitive closure, in which people will put more effort into the decision-making process in order to simplify the process in the future.
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The Power of a Feminine Brand Name
Ruth Pogacar, PhD, Justin Angle, PhD, Tina M. Lowrey, PhD, L. J. Shrum, PhD, and Frank R. Kardes, PhD
A brand's name is often the first interaction a brand or firm has with a consumer, and it has more power than most individuals or companies realize. Our research finds that linguistically feminine brand names enhance attitudes and choice and are correlated with better brand performance, as they activate associations with "warmth," based on the stereotype content model.
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Why Marketers Fail to Understand Their Customers: The False Consensus Effect
Walter Herzog, PhD, Johannes D. Hattula, PhD, and Darren W. Dahl, PhD
Marketing is all about understanding customer preferences and providing solutions that match these preferences. However, marketers’ perceptions of their target customers’ preferences can be biased through the so-called false consensus effect, whereby marketers project their personal preferences onto customers.
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Skill Discretion and Work Demands Impact on Salesperson Burnout and Job Satisfaction
Lucy M. Matthews, DBA and Brian N. Rutherford, PhD
Understanding how to reduce burnout is a key to keeping agents satisfied and motivated. Our research examines the impact individual facets of burnout have on job satisfaction, what impact skill discretion and hindrance demands have on job satisfaction, and whether burnout mediates the relationship between discretion and demands in relation to job satisfaction.
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The Secrets of Social Media in Salesperson Performance
Melanie Bowen, PhD, Christine Lai-Bennejean, PhD, Alexander Haas, PhD, and Deva Rangarajan, PhD
Social media has become a core component of communication within our society, and as social media has positively impacted personal life, it has also positively impacted business. Our study focuses specifically on the relationship between social media usage, key selling tasks, salesperson performance, and peer social media usage as a relationship moderator.
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INSIDER: Do the Hard Things First
Brandon Chenevert, MBA Candidate
It’s time to start winning the battle that has consumed your life—the battle against procrastination. In Do the Hard Things First, Scott Allan analyzes the bad habit of procrastination and teaches his audience how to reverse this practice in order to implement a new set of behaviors and develop a new identity.
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INSIDER: Think Like a Rocket Scientist
Corrie A. H. Penraat, MBA
You don’t have to be a rocket scientist to start thinking like one. In Ozan Varol’s book, Think Like a Rocket Scientist, he challenges readers to risk failure, question the status quo, and engage in critical thinking as he shares invaluable insights from some of the greatest triumphs and catastrophes in human history.
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