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The effect of fertility on women's word-of-mouth behavior
Descriptive
TitleInfo
Title
The effect of fertility on women's word-of-mouth behavior
Name
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(type = family)
Ulu
NamePart
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Sevincgul
NamePart
(type = date)
1983-
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Sevincgul Ulu
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author
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(type = family)
Durante
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Kristina
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Kristina Durante
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Advisory Committee
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chair
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Uslay
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Can
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Can Uslay
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Advisory Committee
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internal member
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(type = personal)
NamePart
(type = family)
Yeniyurt
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(type = given)
Sengun
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Sengun Yeniyurt
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Advisory Committee
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internal member
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Yalcinkaya
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Goksel
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Goksel Yalcinkaya
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Advisory Committee
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outside member
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Rutgers University
Role
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degree grantor
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Graduate School - Newark
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school
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Text
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theses
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2018
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2018-10
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2018
Place
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xx
Language
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eng
Abstract
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The power of word-of-mouth (WOM) lies in its ability to influence consumer behavior and purchase intention, highlighting drivers of WOM behaviors that are critical to marketers. This dissertation examines a biological factor that influences women’s desire to engage in WOM—monthly ovulatory cycles. Estrogen is a hormone that increases near ovulation, regulates women’s fertility, and shifts women’s social motives and behaviors. This study tests whether fertility influences women’s desire to engage in WOM with others. Six studies suggest that women demonstrate greater desire to share information at high fertility—near ovulation. However, the fertility-regulated increase in the desire to share information was specific to sharing only with other women, an effect that emerged in both hypothetical and real social network behaviors. Additional findings corroborate the prediction that product type moderates the relationship and that sharing information during high fertility functions partially to build alliances with other women and mitigate mate competition. These findings have important implications for understanding how hormones that regulate fertility influence women’s desire to share information, including mating motives that underlie the effect.
Subject
(authority = RUETD)
Topic
Management
Subject
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Topic
Word-of-mouth advertising
Subject
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Topic
Fertility, Human
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Title
Rutgers University Electronic Theses and Dissertations
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ETD_9282
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electronic resource
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application/pdf
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text/xml
Extent
1 online resource (95 pages : illustrations)
Note
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Ph.D.
Note
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Includes bibliographical references
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by Sevincgul Ulu
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Title
Graduate School - Newark Electronic Theses and Dissertations
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rucore10002600001
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NjNbRU
Identifier
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doi:10.7282/t3-x5gn-xw14
Genre
(authority = ExL-Esploro)
ETD doctoral
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Rights
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The author owns the copyright to this work.
RightsHolder
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Name
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Ulu
GivenName
Sevincgul
Role
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RightsEvent
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Permission or license
DateTime
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2018-09-29 22:15:39
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Sevincgul Ulu
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Rutgers University. Graduate School - Newark
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Author Agreement License
Detail
I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.
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Embargo
DateTime
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2018-10-31
DateTime
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2020-10-30
Detail
Access to this PDF has been restricted at the author's request. It will be publicly available after October 30th, 2020.
Copyright
Status
Copyright protected
Availability
Status
Open
Reason
Permission or license
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Technical
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windows xp
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2018-10-15T11:54:56
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Microsoft® Word 2016
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