The items in this collection are the theses and dissertations written by students of the Department of Marketing. Some items may be viewed only by members of the University of Missouri System and/or University of Missouri-Columbia. Click on one of the browse buttons above for a complete listing of the works.

Recent Submissions

  • The effects of customer participation on service outcomes: a fit perspective 

    Dong, Beibei, 1981- (University of Missouri--Columbia, 2010-04)
    Previous research in customer participation argues that customer participation positively influences service quality and customer satisfaction. However, operations management takes a different ...
  • A consumer perspective on mass customization 

    Hunt, David M., 1968- (University of Missouri--Columbia, 2006)
    This dissertation investigates the influence of individual differences in need for optimization (NFO), centrality of visual product aesthetics (CVPA), and consumer need for uniqueness (CNFU) on perceived value of customized ...
  • Cynical consumers: dangerous enemies, loyal friends 

    Helm, Amanda E., 1973- (University of Missouri--Columbia, 2006)
    This dissertation introduces and develops the construct of consumer cynicism, characterized by a perception of a pervasive, systemic lack of integrity in the marketplace, and investigates how cynical consumers behave in ...
  • Have you seen the new model?: visual design and product newness 

    Radford, Scott K., 1973- (University of Missouri--Columbia, 2007)
    Firms must continually innovate to successfully meet both consumer needs and competitive pressures. Previous investigations of innovation have examined this construct solely from the firms' perspective and only minimal ...