Meryl P. Gardner

Bio: Meryl P. Gardner is an academic researcher from University of Delaware. The author has contributed to research in topics: Mood & Electric vehicle. The author has an hindex of 24, co-authored 62 publications receiving 5026 citations. Previous affiliations of Meryl P. Gardner include York University & Columbia University.

Mood States and Consumer Behavior: A Critical Review

Abstract: A conceptual framework is presented that depicts both the mediating role of mood states and their potential importance in consumer behavior. Reviewing findings from the psychological literature indicates that mood states have direct and indirect effects on behavior, evaluation, and recall. The scope and limitations of these effects are addressed, and the implications for consumer behavior in three areas—service encounters, point-of-purchase stimuli, and communications (context and content)—are examined. Finally, the potential feasibility and viability of mood-related approaches to marketing research and practice are discussed.

Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set

Abstract: The results of an experiment examining the use of attitude toward the ad and brand-related beliefs in brand attitude formation under two different processing “sets”—brand evaluation and nonbrand ev...

Sponsorship: An Important Component of the Promotions Mix

Abstract: Four surveys were conducted to investigate sponsorships from the perspectives of all participants in the sponsorship system. Respondents were drawn from the following populations: 1) corporations (i.e., actual and prospective sponsors), 2) channel members (i.e., distributors of sponsored and unsponsored brands), 3) the public (i.e., private individuals) and 4) sponsored organizations (i.e., cultural institutions). Questionnaires were used to assess perceptions of sponsorships, knowledge of sponsored events, attitudes towards sponsors, forecasts about the future of sponsorships, and behavior in response to sponsorships. Findings examine the inter-relationships of the views of the different system members, and provide insight into the relationship of sponsorship to other aspects of promotion.

The Coding Manual for Qualitative Researchers

Abstract: An Introduction to Codes and Coding Chapter Summary Purposes of the Manual What Is a Code? Codifying and Categorizing What Gets Coded? The Mechanics of Coding The Numbers of Codes Manual and CAQDAS Coding Solo and Team Coding Necessary Personal Attributes for Coding On Method Writing Analytic Memos Chapter Summary The Purposes of Analytic Memo-Writing What Is an Analytic Memo? Examples of Analytic Memos Coding and Categorizing Analytic Memos Grounded Theory and Its Coding Canon Analytic Memos on Visual Data First-Cycle Coding Methods Chapter Summary The Coding Cycles Selecting the Appropriate Coding Method(s) Overview of First-Cycle Coding Methods The Coding Methods Profiles Grammatical Methods Elemental Methods Affective Methods Literary and Language Methods Exploratory Methods Forms for Additional First-Cycle Coding Methods Theming the Data Procedural Methods After First-Cycle Coding Chapter Summary Post-Coding Transitions Eclectic Coding Code Mapping and Landscaping Operational Model Diagramming Additional Transition Methods Transitioning to Second-Cycle Coding Methods Second-Cycle Coding Methods Chapter Summary The Goals of Second-Cycle Methods Overview of Second-Cycle Coding Methods Second-Cycle Coding Methods Forms for Additional Second-Cycle Coding Methods After Second-Cycle Coding Chapter Summary Post-Coding and Pre-Writing Transitions Focusing Strategies From Coding to Theorizing Formatting Matters Writing about Coding Ordering and Re-Ordering Assistance from Others Closure Appendix A: A Glossary of Coding Methods Appendix B: A Glossary of Analytic Recommendations Appendix C: Field Note, Interview Transcript and Document Samples for Coding Appendix D: Exercises and Activities for Coding and Qualitative Data Analytic Skill Development References Index

Servicescapes: The Impact of Physical Surroundings on Customers and Employees:

Abstract: A typology of service organizations is presented and a conceptual framework is advanced for exploring the impact of physical surroundings on the behaviors of both customers and employees. The abili...

Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

Abstract: The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked enviro...

Dimensions of Consumer Expertise

Abstract: The purpose of this article is to review basic empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge. A conceptual organization for this diverse literature is provided by two fundamental distinctions. First, consumer expertise is distinguished from product-related experience. Second, five distinct aspects, or dimensions, of expertise are identified: cognitive effort, cognitive structure, analysis, elaboration, and memory. Improvements in the first two dimensions are shown to have general beneficial effects on the latter three. Analysis, elaboration, and memory are shown to have more specific interrelationships. The empirical findings related to each dimension are reviewed and, on the basis of those findings, specific research hypotheses about the effects of expertise on consumer behavior are suggested.