PhD Oral Exam - Hamzeh Rayej, Business Administration

When studying for a doctoral degree (PhD), candidates submit a thesis that provides a critical review of the current state of knowledge of the thesis subject as well as the student’s own contributions to the subject. The distinguishing criterion of doctoral graduate research is a significant and original contribution to knowledge.

Once accepted, the candidate presents the thesis orally. This oral exam is open to the public.

Abstract

This research investigates how unexpected non-marketing outcomes and new public policy impact consumer choice behaviors. Grounded in reference point and reward prediction error theories, which suggest that deviation from expectation drive emotional and behavioral responses, this thesis consists of two essays. The first essay explores how unexpected macro-level events, such as the 2016 U.S. presidential election and the 2018 Super Bowl increase exploratory behavior. Deviations from predicted outcomes, particularly positive ones, trigger mood elevation and increased brand exploration. Analysis of consumer purchase data reveals a significant rise in new brand exploration following such unexpected events, demonstrating the influence of mood dynamics on consumer choice. The second essay examines the role of the % Daily Value (%DV) for added sugars on nutrition labels as a reference point. The 100% DV acts as a salient benchmark; exceeding it leads to perceptions of goal inconsistency, anticipated guilt, and reduced purchase intentions for products like soft drinks. Sales data and experimental findings support this, highlighting the impact of reference points on health-related decisions. Collectively, these studies contribute to a deeper understanding of how reference points shape consumer behavior across various domains, from brand choice to health goal pursuit, providing valuable insights for marketers and policymakers.