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Marie Yeh

Marie Yeh

Marie is a third-year doctoral candidate in Marketing at Kent State University. Her research interests include consumer socialization, persuasion, decision making and marketing’s intersection with health and public policy. Her research has been presented at the American Marketing Association Winter Educator’s Conference, the Association for Consumer Research North American Conference and the AMA’s Marketing and Public Policy Conference.  As the Vice-Chair of Research for AMA’s DocSIG, she is also responsible for the annual Who Went Where survey.  Prior to joining the doctoral program in 2009, Marie had a successful career in nonprofit management and public health.  She also served as an independent grants consultant and grant writer bringing in over $12 million in funding for prominent regional Ohio nonprofits.  In addition, Marie has over eleven years of experience in health promotion and disease prevention utilizing media campaigns, coalition building, peer education, social marketing, and other methods to raise awareness and affect attitudinal and behavioral change. 

Marie’s research examines the phenomenon of children’s trading (e.g., Pokémon, Silly Bandz), a form of exchange, and uses this paradigm to further understand the meaning of this form of exchange to children, how children make tradeoffs in consumption decisions and the decision making and negotiating processes used in barter. Young children’s actual engagement in consumer behavior has rarely been studied as children's ability to acquire new things is usually mediated by their parents (Childers and Rao 1992) who often control the purchase decision such as access to money and stores.  Yet children as young as preschoolers engage in “market transactions” on a regular, sometimes daily, basis.  This marketplace is the world of children's trading, where goods, most often toys that they own, are exchanged for items owned by another.

Marie first sought a deeper understanding of trading using the qualitative methodologies of non-participant observation and in-depth interviews to triangulate different perspectives on the phenomenon.  Based on findings about the attributes children value in these tradeable goods, her second study will use conjoint analysis to further understand the valuation of these attributes and how children make tradeoffs in their trading decision making process.  

http://www.pokemon.com/us/

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Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

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