Mitchell Hamilton, Ph.D.

Crossing Bridges

OneOpp  online

2021-07-12

Mitch interviews Garlin Gilchrist III, Lt. Governor of Michigan. They discuss the intersection of local government, state government and law enforcement.

Press the Issue hosted by Snoop Dogg

SnoopDoggTV  online

2020-11-02

Mitch and Snoop discuss several issues plaguing Black and Brown communities. The clip has received nearly 400,000 YouTube views.

Taking a Stand: Four Steps to Creating and Marketing Authentic Brand Activism

Marketing Science Institute  print

2020-10-20

Mitch Hamilton was featured in "Taking a Stand: Four Steps to Creating and Marketing Authentic Brand Activism" published by Marketing Science Institute.

Brand Activism Webinar

Marketing Science Institute  Virtual

2020-10-28

Researching Quality of Life Marketing Using a Mixed Methods Approach

SAGE Research Methods Videos

2020-08-01

Professor Mitch Hamilton discusses the use of mixed methods to research quality of life marketing.

Dine-in or take-out: Modeling millennials’ cooking motivation and choice

Journal of Retailing and Consumer Services

Namin, A., Ratchford, B. T., Saint Clair, J. K., Bui, M. M., & Hamilton, M. L.

2020-03-02

Students, in general, get into undesirable eating habits, partly due to the decrease in consumption of unhealthy, prepared food items (e.g., take-out). This research applies a multi-method approach to modeling the motivations behind cooking behavior for this cohort of young-adult consumers. Focus groups are conducted and findings are incorporated into an integrative framework to develop and estimate three quantitative choice models for predicting millennials’ cooking behavior.

Is it Expensive? The Dual Effect of Construal Level on Price Judgments

Journal of Marketing Theory and Practice

Saint Clair, J. K., Hamilton, M. L., Woodham, O. P., Namin, A. T., & Bennett, D. H.

2019-07-18

When judging the expensiveness of a product or service, consumers often make comparisons to similar offerings that serve as reference points. Extant pricing literature shows that reference items in the consideration set may trigger a “contrast effect,” where higher-priced items make the target item seem less expensive. Two studies show that the effect of reference price depends on the consumer’s level of abstract thinking—or “construal level” —at the time of judgment. Concrete construal leads to the standard contrast effect, but abstract construal leads to an assimilation effect, where higher-priced reference items make the target seem more expensive.

Impact of message design on banner advertising involvement and effectiveness: An empirical investigation

Journal of Marketing Communications

2017-10-25

Following past research examining online advertising design and effectiveness, this research studies the impact of variations in the design of online banner advertisements on advertising involvement and effectiveness. Advertisement involvement and effectiveness are measured as response to changes in message design and are determined by the number of clicks on the banner ad (involvement) as well as the click-through rate, or CTR (effectiveness). The latter is the ratio of ad clicks to its total impressions. Related to the message design, the type (static or dynamic), size (pixel ratios), and the format of a banner advertisement are studied employing behavioral response data from a single apparel retailer. Results suggest that the type of banner advertisement significantly influences advertising involvement and effectiveness. Results also suggest that banner ad size in terms of pixel ratios significantly increases advertising involvement through total number of clicks but does not affect effectiveness through CTR. Our findings also identify and empirically validate the important role of the Golden Ratio in banner ad message design and its effectiveness.

I Know What I Like, I Like What I Know: How Breadth of Brand Experience and Cognitive Effort Influence Brand Switching

Journal of Marketing Theory and Practice

2017-02-16

The authors propose that segmenting loyal consumers according to their history of switching in a product category may help managers improve advertising effectiveness by stimulating appropriate levels of elaboration. More elaboration by multiple-brand consumers for their current brand choice increases the likelihood of future switching, whereas single-brand consumers are unaffected. For single-brand consumers, need for cognition decreases switching intent under high elaboration conditions, whereas multiple-brand consumers are unaffected. Lastly, the effect of cognitive processing on brand switching is greater for single-brand consumers for high elaboration advertisements, and greater for multiple-brand consumers for low elaboration advertisements.

Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion

Journal of Interactive Marketing

2016-11-01

This research examines the effects of social media brand consumer interactions on three types of customer value: customer lifetime value (CLV), customer influencer value (CIV) and customer knowledge value (CKV). By examining the differential effects of consumers' satisfaction and immersion with social-media brand interactions on CLV, CIV and CKV, the authors identify conditions under which interaction satisfaction and interaction immersion create value for brands.

Hashtags and Handshakes: Consumer Motives and Platform Use in Brand-Consumer Interactions

Journal of Consumer Marketing

2016-07-01

The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate. Whereas this attention to social media is warranted, researchers and brand managers must also recognize that consumers connect and engage with brands across other communication platforms as well. Accordingly, this study aims to examine brand–consumer interactions taking place across social, online and physical platforms, as well as consumer motives for initiating these brand interactions across various platforms.

The Power of Promoting Healthy Brands: Familiarity in Healthy Product Decision Making

Journal of Promotion Management

2015-12-14

This research investigates consumer decision making and brand commitment for brands promoted as “healthy.” The authors examine the relationship of brand familiarity to brand credibility, brand quality, purchase intentions, and brand commitment. The findings indicate that familiarity can help increase purchase intentions and brand commitment for healthy brands with low credibility. However, to go beyond a transactional exchange to one that is relational in nature, familiarity, credibility, and quality are all crucial for fostering brand commitment.