Kirk L Wakefield
Dados Biográficos
| ID | 181768 |
|---|---|
| NOME | Kirk L Wakefield |
| PRENOMES | Kirk L |
| SOBRENOME | Wakefield |
| ASSINATURA | WAKEFIELD K L |
| AFILIAÇÕES | Baylor University |
| ORCID | 0000-0003-2012-6180 |
| VERIFICADO | Sim |
| TOTAL DE OBRAS | 8 |
| TOTAL DE CITAÇÕES | 41 |
| TOTAL COMO AUTOR | 8 |
| TOTAL COMO EDITOR | 0 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 1995 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2025 |
| ÍNDICE H | 3 |
It's a matter of time
Purpose Dynamic pricing platforms selling deadline-driven goods and services introduce time as a factor influencing conversion rates and purchase prices. We examined the online path-to-purchase for deadline-driven events to clarify the effect of device use and device-switching on conversion rates and ticket prices. Design/methodology/approach In Study 1, we examined website traffic and transaction data for 1.65 million user sessions from 2015 to …
How intergroup counter-empathy drives media consumption and engagement
Purpose Social media is replete with malicious and unempathetic rhetoric yet few studies explain why these emotions are publicly dispersed. The purpose of the study is to investigate how the intergroup counter-empathic response called schadenfreude originates and how it prompts media consumption and engagement. Design/methodology/approach The study consists of two field surveys of 635 in-group members of two professional sports teams and 300 resi…
Are Brands Wasting Money On Sport Sponsorships
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct b…
Understanding Sponsorship
A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers. Although research has been conducted to fill that gap in recent years, we lack a comprehensive, rigorous summary of what is known about sponsorship to capture and interpret that learning. Toward that goal, we offer a new definition of sponsorship and describe a three-step consumer-centric model of spo…
Planning to Make Unplanned Purchases? The Role of In-Store Slack in Budget Deviation
We propose that consumers have mental budgets for grocery trips that are typically composed of both an itemized portion and in-store slack. We conceptualize the itemized portion as the amount that the consumer has allocated to spend on items planned to the brand or product level and the in-store slack as the portion of the mental budget that is not assigned to be spent on any particular product but remains available for in-store decisions. Using …
An Examination of Dysfunctional Sport Fans
Past examinations of highly identified sports fans have typically focused on the positive aspects of identification with the team in terms of attitudes, participation, attendance at events, merchandise purchases, and other pro-team related behaviors. The current research, however, investigates the dark side of what may be seen as excessive fan identification—characterized by dysfunctional behaviors such as excessive complaining and confronting ot…
The Effects of Team Loyalty and Selected Stadium Factors on Spectator Attendance
Having loyal fans and a winning team generally results in higher attendance at games. However, university and professional team administrators are beginning to recognize the importance of marketing the stadium experience as more than just the game. Drawing from data collected from spectators at five Southeastern Conference football stadiums, the effects of team loyalty, stadium parking, stadium cleanliness, perceived crowding, food service, and f…
The Pervasive Effects of Social Influence on Sporting Event Attendance
Previous empirical studies attempting to predict sports spectator attendance have centered primarily on aggregate data, and as such have overlooked more consumerspecific effects on patronage. Using a field study approach at professional baseball games, the interactive effects of team identification, social influence (reference group and community acceptance), and perceived ticket value are found to influence spectators' intentions to attend futur…
An Examination of Dysfunctional Sport Fans
Past examinations of highly identified sports fans have typically focused on the positive aspects of identification with the team in terms of attitudes, participation, attendance at events, merchandise purchases, and other pro-team related behaviors. The current research, however, investigates the dark side of what may be seen as excessive fan identification—characterized by dysfunctional behaviors such as excessive complaining and confronting ot…
Planning to Make Unplanned Purchases? The Role of In-Store Slack in Budget Deviation
We propose that consumers have mental budgets for grocery trips that are typically composed of both an itemized portion and in-store slack. We conceptualize the itemized portion as the amount that the consumer has allocated to spend on items planned to the brand or product level and the in-store slack as the portion of the mental budget that is not assigned to be spent on any particular product but remains available for in-store decisions. Using …
The Pervasive Effects of Social Influence on Sporting Event Attendance
Previous empirical studies attempting to predict sports spectator attendance have centered primarily on aggregate data, and as such have overlooked more consumerspecific effects on patronage. Using a field study approach at professional baseball games, the interactive effects of team identification, social influence (reference group and community acceptance), and perceived ticket value are found to influence spectators' intentions to attend futur…
How intergroup counter-empathy drives media consumption and engagement
Purpose Social media is replete with malicious and unempathetic rhetoric yet few studies explain why these emotions are publicly dispersed. The purpose of the study is to investigate how the intergroup counter-empathic response called schadenfreude originates and how it prompts media consumption and engagement. Design/methodology/approach The study consists of two field surveys of 635 in-group members of two professional sports teams and 300 resi…
The Effects of Team Loyalty and Selected Stadium Factors on Spectator Attendance
Having loyal fans and a winning team generally results in higher attendance at games. However, university and professional team administrators are beginning to recognize the importance of marketing the stadium experience as more than just the game. Drawing from data collected from spectators at five Southeastern Conference football stadiums, the effects of team loyalty, stadium parking, stadium cleanliness, perceived crowding, food service, and f…
The Pervasive Effects of Social Influence on Sporting Event Attendance
Previous empirical studies attempting to predict sports spectator attendance have centered primarily on aggregate data, and as such have overlooked more consumerspecific effects on patronage. Using a field study approach at professional baseball games, the interactive effects of team identification, social influence (reference group and community acceptance), and perceived ticket value are found to influence spectators' intentions to attend futur…
An Examination of Dysfunctional Sport Fans
Past examinations of highly identified sports fans have typically focused on the positive aspects of identification with the team in terms of attitudes, participation, attendance at events, merchandise purchases, and other pro-team related behaviors. The current research, however, investigates the dark side of what may be seen as excessive fan identification—characterized by dysfunctional behaviors such as excessive complaining and confronting ot…
Planning to Make Unplanned Purchases? The Role of In-Store Slack in Budget Deviation
We propose that consumers have mental budgets for grocery trips that are typically composed of both an itemized portion and in-store slack. We conceptualize the itemized portion as the amount that the consumer has allocated to spend on items planned to the brand or product level and the in-store slack as the portion of the mental budget that is not assigned to be spent on any particular product but remains available for in-store decisions. Using …
Understanding Sponsorship
A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers. Although research has been conducted to fill that gap in recent years, we lack a comprehensive, rigorous summary of what is known about sponsorship to capture and interpret that learning. Toward that goal, we offer a new definition of sponsorship and describe a three-step consumer-centric model of spo…
Are Brands Wasting Money On Sport Sponsorships
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct b…
How intergroup counter-empathy drives media consumption and engagement
Purpose Social media is replete with malicious and unempathetic rhetoric yet few studies explain why these emotions are publicly dispersed. The purpose of the study is to investigate how the intergroup counter-empathic response called schadenfreude originates and how it prompts media consumption and engagement. Design/methodology/approach The study consists of two field surveys of 635 in-group members of two professional sports teams and 300 resi…
It's a matter of time
Purpose Dynamic pricing platforms selling deadline-driven goods and services introduce time as a factor influencing conversion rates and purchase prices. We examined the online path-to-purchase for deadline-driven events to clarify the effect of device use and device-switching on conversion rates and ticket prices. Design/methodology/approach In Study 1, we examined website traffic and transaction data for 1.65 million user sessions from 2015 to …
Advertising (5 obras) · Business (5 obras) · Computer Science (4 obras) · Marketing (4 obras) · Political science (4 obras) · Psychology (4 obras) · Sports, Gender, and Society (4 obras) · Marketing (3 obras) · Social Psychology (3 obras) · Social Psychology (3 obras)