Corporate and societal rationalization

dc.contributor.advisorKanetkar, Vinay
dc.contributor.authorClarke, Michael F. H.
dc.date.accessioned2020-08-24T15:51:05Z
dc.date.available2020-08-24T15:51:05Z
dc.date.copyright2009
dc.degree.departmentDepartment of Marketing and Consumer Studiesen_US
dc.degree.grantorUniversity of Guelphen_US
dc.degree.nameMaster of Scienceen_US
dc.description.abstractThis study examines how the sociological concept of rationalization applies to firms and consumers, via an examination of the advertising, distribution, payment, pricing, communication habit, and sales preferences of early adopters. The rationalization of consumption via powerful corporate standing, and the diffusion of technology, which acts as a culture changing force, emerges at the purchase decision level. The media richness theory, self serving biases in service contract settings, and empirical findings relating to the research of advertising, e-commerce, and text-based communications, combine to support the idea that marketing and sales is becoming increasingly characterized by the rationalization of consumption through change driven by efficiency, predictability, calculability, and artificial control. Concerning the retail purchase of a mobile phone, consumers are found to be positively impacted by less rich advertising mediums, efficient monetary transactions, and non-testimonial/non-personal style advertising, and equally price elastic negatively to both usage and contract pricing.en_US
dc.identifier.urihttps://hdl.handle.net/10214/20370
dc.language.isoen
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectrationalizationen_US
dc.subjectfirmsen_US
dc.subjectconsumersen_US
dc.subjectadvertisingen_US
dc.subjectdistributionen_US
dc.subjectpaymenten_US
dc.subjectpricingen_US
dc.subjectcommunication habiten_US
dc.subjectsalesen_US
dc.subjectconsumptionen_US
dc.subjectcorporate standingen_US
dc.titleCorporate and societal rationalizationen_US
dc.typeThesisen_US

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