Resume

• 2011

  Doctor of Philosophy (PhD)

  Marketing

  Mississippi State University

• 2009

  MBA

  Marketing

• 2005

  BSBA

  Marketing

• 2003

  BSBA

  Marketing

• 1990

  Bonanza High School

• Statistics

  Marketing Research

  Sales

  Marketing

  SPSS

  Market Research

  Retail

  Social Networking

  PowerPoint

  Teamwork

  Data Analysis

  Quantitative Research

  Social Media

  Marketing Communications

  Marketing Strategy

  Qualitative Research

  Advertising

  Research

  Facebook

  Microsoft Office

  Experiential Purchase Quality : Exploring the Dimensions and Outcomes of Highly Memorable Experiential Purchases

  Experiential purchases

  such as movies

  theme parks

  and vacations

  represent a unique

  and exceedingly popular

  type of marketing behavior. Despite the increasing popularity of purchased experiences

  the question of what makes one experiential purchase superior to another remains elusive. Using a multimethod

  grounded theory approach

  the authors perform two qualitative studies that reveal high-quality experiential purchases are composed of five dimensions: uniqueness

  fun

  escapism

  servicescape quality

  and social congruence. Next

  an empirical model of experiential purchase quality (EPQ) and its outcome variables is tested in two different settings. The results find support for the EPQ conceptualization and uncover that a high-quality experiential purchase can positively influence braggart word of mouth

  nostalgia

  and self-connectedness to the experience while also lowering price consciousness perceptions to repeat the experience. A comparison of short and long experiences found that customers put a heavier weighting on concepts such as escapism and social congruence in shorter experiences where longer experiences had a heavier emphasis on the servicescape and perceptions of fun. From a managerial perspective

  our results highlight that a one-size-fits all approach in experiential management is problematic. Managers need to understand that customers have different evaluative criteria depending on the length of an experiential purchase.

  Experiential Purchase Quality : Exploring the Dimensions and Outcomes of Highly Memorable Experiential Purchases

  Nicole Ponder

  Does Facebook Matter? Rapport-Building Behaviors in a Social Networking

  Social networks offer consumers the ability to voice their opinions of brands in a real-time

  public setting. This represents a unique challenge for firms as brand managers must develop new strategies for properly communicating with consumers

  especially in the event of a service failure. The purpose of this research is to explore the impact of various adaptive service recovery strategies via social media

  specifically Twitter.

  #IHateYourBrand: Effects of Adaptive Service Recovery Strategies on Twitter

  Scholars and practitioners have been frustrated in the attempt to identify a viable strategy to capitalize on the potential marketing applications presented by social networking media. The very nature of social networking media may render long-accepted assumptions about how desirable customer attention is captured and leveraged obsolete. Relying on recent developments in Critical Service Logic literature

  along with theories stemming from research in fashion marketing

  secondary data is examined to illuminate how this powerful new medium may operate

  and how it may change the manner in which marketing communications strategy is conducted.

  Cool

  Social Media

  and Marketing Communications Strategy: An Anarchy-Network Logic of Value Creation

  Alisha Horkey

  \nSocial networking

  Facebook

  in particular

  is becoming a popular channel for firms to establish and maintain relationships with customers. One of the most popular ways for a company to measure the success of their Facebook presence is by the number of \"Likes\" that the company has from \"fans\" of their brand. But

  is the simple quantification of \"Likes\" sufficient? Are all \"Likes\" created equal? The authors engage in exploratory

  qualitative-based research in order to look at the motivations and consequences associated with \"Liking\" a brand

  using a sample of 160 Facebook users. Antecedents and outcomes are analyzed

  coded and reported in order to more holistically understand Facebook \"Liking\" behavior. Implications for future research directions are also discussed.

  The Anatomy of a Facebook Like: An Exploratory Study of Antecedents and Outcomes

  The authors propose a role-playing exercise where students from different universities engage using teleconferencing technology. This type of role-playing exposes students to an increased level of uncertainty

  similar to what they may encounter in their early professional lives. Doing so enhances the development of skills that are in demand in the modern job market

  without requiring significant additional resources in the classroom

  while reducing instructor time in conducting the exercises.

  Intercollegiate Role-play: Creating a Sense of Reality and Uncertainty in the Sales Classroom

  Experiential consumption represents a unique

  and exceedingly popular

  type of marketing behavior. Existing theory and research in the field of psychology suggest that one of the primary drivers of experiential consumption could be the concept of self-expansion. However

  self-expansion as a factor in experiential consumption research has yet to be fully explored. The present research examines the following questions: What type of experiences lead to higher levels of self-expansion? What factors lead to self-expansion and how does self-expansion influence outcome variables such as evangelizing

  price consciousness

  and repurchase intention? Using a scale adapted from social psychology

  self-expansion

  as it relates to experiential consumption

  is explored

  levels of self-expansion stemming from different experiential categories are compared

  and the influence of self-expansion on outcome variables is examined.

  Self-Expansion in Experiential Consumption: An Abstract

  For many customers “good” service is not enough to create an experience that warrants telling others. Customers want an extraordinary service experience

  but what does that really mean? Through an initial qualitative study

  the authors tackle this question and conceptualize a term called Idiosyncratic Service Experience (ISE) to represent the interpersonal aspects that create these unique or special service experiences. ISE is a higher order construct made up of a) perceived employee effort

  b) surprise

  and c) perceived employee empathy. Further

  the authors examine the antecedents and consequences of ISEs in a structural model. The results of our study found that ISEs promoted feelings of delight which lead to a higher tolerance to future failures

  decreased price consciousness

  and stimulated self-enhancing word-of-mouth. We also explore how exception making or the willingness of an employee to break a service norm influences ISEs and evaluations of delight.

  Idiosyncratic service experiences: When customers desire the extraordinary in a service encounter

  The purpose of this exploratory study is to expand the knowledge of the current literature stream and to attempt to more fully understand the simple but singularly unique aspect of social networking communication that is the Facebook “Like”. To this end

  motivations behind liking a brand are explored

  as well as the interactions that occur between the company and consumer as a result of this Facebook interaction. Next

  we look at differing levels of interaction for liked product and service brands on Facebook. Specifically exploring if there are differences with how Facebook users engage with liked product and service brands

  Exploring the Facebook Like: A Product and Service Perspective

  Mark

  Pelletier

  Radford University

  Mississippi State University

  Cashman Photo Enterprises

  University of North Carolina at Wilmington

  Cashman Photo Enterprises

  University of North Carolina at Wilmington

  Wilmington

  North Carolina Area

  Assistant Professor Of Marketing

  Radford

  VA

  Assistant Professor of Marketing

  Radford University

  Starkville

  MS

  Graduate Assistant

  Mississippi State University

  The Donald Zacharias Graduate Teaching Assistant (GTA) of the Year Award

  named in honor of MSU's 15th President

  1985‐1997

  recognizes two outstanding GTAs (Master’s and Doctoral) who have contributed significantly to the academic advancement of students and the growth of MSU through their exemplary leadership abilities and outstanding classroom teaching techniques.

  Mississippi State University

  2013 Outstanding College of Business Doctoral Student Teaching Award

  Mississippi State University College of Business