An Investigation of Promotional Outlet Effectiveness for Ohio Real Estate Brokers

This monograph presents survey data gathered from both Ohio residents and members of the Ohio Association of REALTORS®. The results of the public survey provide interesting information that may enable real estate licensees to effectively target their promotional efforts. The results suggest that if the objective is self promotion, any advertising medium is likely to have limited effectiveness. A large percentage of respondents indicated that they located the agent who assisted them in their housing transaction via reference from a friend or relative. Referrals are so important that a licensee should make every effort to cultivate this activity. Perhaps periodic follow-up contact with customers should continue indefinitely after a transaction

The effect of ambient scent on consumer behavior: Implications for retail atmospherics

Managers of retail stores, restaurants, and hotels take great care in creating physical environments that are conducive to their business goals. However, little empirical research has been conducted regarding the extent to which manipulations of the environment affect consumer behavior. This study examined the effect of one aspect of the ambient environment on consumers, namely ambient scent. Scent is a component of the environment, and a growing body of olfaction research indicates that it may effect human mood and behavior. To explore the effects of pleasant ambient scent, a laboratory experiment was conducted. The experiment measured the responses of 308 female undergraduate students to a series of multiple item scales completed under one of three scent conditions, coconut, muguet, and a no scent control condition. In addition to the scale items, the data collection instrument also included an open ended thought listing task. Observational analysis also was conducted, as was a series of follow-up interviews. The data were examined both quantitatively and qualitatively. The findings from the study are best described as equivocal. Contrary to the expectations, pleasant ambient scent was not found to have a positive effect on product evaluation. However, pleasant ambient scent did appear to have a slight positive effect on the evaluation of the room in which the study was held. Ambient scent also appeared to have a slight relaxation effect on the respondents. This effect was evidenced by respondents\u27 lower levels of thought listing and lower likelihood of intensive product evaluations in the scent conditions. The results also suggest a slight interaction effect. The evaluation of products that respondents perceived to be high in personal relevance appeared to be less affected by the relaxation effect. The results imply that ambient scent does affect consumer behavior, but this effect is very slight

Choosing a Landing Site for Wright Air & Space Center

The case provides a study of the interesting challenges involved in making a site selection decision. It can be used as a “how to” guide for businesses, non-profit organizations and communities seeking sites for recreational, educational, cultural or other sorts of facilities. The decision would require analysis of quantitative issues such as regional demographics as well as qualitative issues such as the “mommy factor.” This term, coined by a member of the board, refers to a set of factors that would make a location desirable to parents. Perhaps most important, lessons from the site selection process are applicable to other major not-for-profit projects that rely on community support for capital and operating funds