Purpose – The purpose of this paper is to propose a model for the behaviors of consumers engaged in fan activity and test to see if that model simulates the movement of consumers among the proposed levels of fan behaviors. Design/methodology/approach – Support for the proposed model is...

Explains how little attention has traditionally been given to the stage of Problem Recognition, one of the five stages of the decision process evaluated by John Dewey, finding this lack of information even more ironic when it is remembered that a purchase will not occur unless a problem has been...

Considers how recent concerns with service quality have led to increased awareness of the importance of the role of the front‐line employee, the service provider. Describes how internal marketing has been instrumental in raising service providers′ performance. Develops a method, drawing on...

Since 1910, when John Dewey first introduced the five‐stage decision process, it has been a widely accepted concept and still serves as the central pillar of a popular consumer behavior model. These stages are Problem Recognition, Information Search, Alternative Evaluation, Choice, and...

<title>ABSTRACT</title> Colleges appear to be more eager and willing than ever to adopt a market orientation given declining enrollments and the downsizing that many are experiencing. Yet, the factors which foster and produce a market orientation have not been well defined in previous research. This study...

The paper presents a simplified explanation of a rather complex mathematical approach to communication called information theory. This theory maintains that all information can be quantified. The implications of this theory for advertising are discussed along with strategic and tactical...