WorldCat Identities

Rucker, Derek D. 1977-

Works: 9 works in 28 publications in 1 language and 297 library holdings
Genres: Case studies 
Roles: Editor, Author, edc
Publication Timeline
Most widely held works by Derek D Rucker
The Cambridge handbook of consumer psychology by Michael I Norton( Book )

14 editions published between 2015 and 2017 in English and Undetermined and held by 212 WorldCat member libraries worldwide

Why do consumers make the purchases they do, and which ones make them truly happy? Why are consumers willing to spend huge sums of money to appear high status? This handbook addresses these key questions and many more. It provides a comprehensive overview of consumer psychology, examining cutting-edge research at the individual, interpersonal, and societal levels. Leading scholars summarize past and current findings and consider future lines of inquiry to deepen our understanding of the psychology behind consumers' decision making, their interactions with other consumers, and the effects of societal factors on consumption. The Cambridge Handbook of Consumer Psychology will act as a valuable guide for faculty as well as graduate and undergraduate students in psychology, marketing, management, sociology, and anthropology
Bel Brand : the Laughing Cow challenge by Derek D Rucker( )

3 editions published between 2012 and 2016 in English and held by 34 WorldCat member libraries worldwide

The case features Bel-Brand's efforts to position its flagship brand The Laughing Cow in the US. The challenges in this case are twofold. First, choose a viable position for a brand after a period of high growth following the South Beach Craze. The difficulty here is that the initial driver of the brand's position, the South Beach Craze, an environmental factor, is dwindling and is not sustainable. Second, the brand was receiving pressure from global stakeholders to try to unify the positioning in the US with the global brand positioning. These are both challenges that were faced by the marketing team and raised in the case
Old Spice : revitalizing Glacial Falls by Derek D Rucker( )

3 editions published between 2016 and 2017 in English and held by 22 WorldCat member libraries worldwide

This case features Old Spice's efforts to reposition Glacial Falls after sales stagnated in the United States. The challenges in this case are twofold. First, it sets the stage for deciding whether and how to reposition a brand after a period of significant stagnation. This entails a targeting dilemma about whether to keep existing customers or take the risk of losing them to go after a new target. Second, this case examines whether the company should make a sensory change in the product (i.e., the scent) or whether it should undertake a cognitive change in the positioning of the product instead. The case gives students the valuable experience of making a positioning choice and supporting the rationale for the positioning chosen. Specifically, it can be used to discuss:
Old Spice : repeating success in the face of competitive threat by Derek D Rucker( )

3 editions published between 2016 and 2017 in English and held by 22 WorldCat member libraries worldwide

In 2009-2010 Procter & Gamble's Old Spice brand had to respond to two important challenges. First, after a successful rebranding of the Glacial Falls scent into Swagger, Old Spice's core brand team had to determine its next step in advertising. The options being considered included continuing to advertise Swagger, switching to advertising a different scent, advertising the umbrella brand, or placing an emphasis on body wash instead of on deodorant. This decision also involved proposing both the messaging and the media buy for the option selected. Second, in conjunction with this issue, the brand team had to decide whether the messaging of its advertising should respond to competitor Unilever's new advertising for Dove for Men. This case study discusses these issues
Advertising strategy by Brian Sternthal( Book )

1 edition published in 2011 in English and held by 3 WorldCat member libraries worldwide

Persuasion, Emotion, and Language: The Intent to Persuade Transforms Language via Emotionality( )

in English and held by 1 WorldCat member library worldwide

Persuasion is a foundational topic within psychology, in which researchers have long investigated effective versus ineffective means to change other people’s minds. Yet little is known about how individuals’ communications are shaped by the intent to persuade others. This research examined the possibility that people possess a learned association between emotion and persuasion that spontaneously shifts their language toward more emotional appeals, even when such appeals may be suboptimal. We used a novel quantitative linguistic approach in conjunction with controlled laboratory experiments and real-world data. This work revealed that the intent to persuade other people spontaneously increases the emotionality of individuals’ appeals via the words they use. Furthermore, in a preregistered experiment, the association between emotion and persuasion appeared sufficiently strong that people persisted in the use of more emotional appeals even when such appeals might backfire. Finally, direct evidence was provided for an association in memory between persuasion and emotionality
Unpacking attitude certainty : attitude clarity and attitude correctness by Zakary L Tormala( )

in English and held by 1 WorldCat member library worldwide

When resistance is futile : consequences of failed counterarguing for attitude certainty by Derek D Rucker( )

1 edition published in 2004 in English and held by 1 WorldCat member library worldwide

Order of actions mitigates hypocrisy judgments for ingroup more than outgroup members( )

1 edition published in 2014 in English and held by 1 WorldCat member library worldwide

Compared to the conventional order of hypocritical actions—saying one thing and then doing another—merely reversing the order of these actions can mitigate whether an individual is judged to be a hypocrite (Barden, Rucker, & Petty, 2005). The present research examines how factors extraneous to a target's own actions—specifically, group membership—influence hypocrisy judgments. Three experiments provided consistent evidence that reversing the order of statement and behavior mitigated hypocrisy judgments to a greater extent when observers judged ingroup targets compared to outgroup targets. This pattern was observed across two distinct groups (i.e., gender and political party). In addition, mediational evidence suggested that the greater mitigation for ingroup targets stemmed from the observer's greater tendency to make attributions that ingroup targets had genuinely changed for the better
Audience Level
Audience Level
  Kids General Special  
Audience level: 0.57 (from 0.35 for Bel Brand ... to 0.88 for Order of a ...)

English (27)