Journal of Social Sciences and Humanities
Articles Information
Journal of Social Sciences and Humanities, Vol.1, No.2, May 2015, Pub. Date: Apr. 22, 2015
Consumers Consider University-Licensed Merchandise: Doll Prototypes as Gifts, Collectibles, and Decorative Accessories
Pages: 59-66 Views: 3229 Downloads: 883
[01] Paulette Hebert, Design, Housing and Merchandising, Oklahoma State University, Stillwater, OK, USA.
[02] Hyun-Joo Lee, Retail, Merchandising and Product Development, Florida State University, Tallahassee, FL, USA.
[03] Celia Stall-Meadows, Curriculum and Instruction, Community Care College, Tulsa, OK, USA.
The purpose of this study was to identify consumer characteristics and preferences toward university-licensed collectible merchandise, which may influence the final design of the merchandise prior to mass production and aid the university in marketing the products to consumers. Specifically, this exploratory research investigated consumers’ opinions about university-licensed prototype dolls created in the likeness of the iconic university mascot and a cheerleader. After viewing laminated pictorial representations of the six doll prototypes at the University’s creativity bazaar, participants were surveyed on preferred doll characteristics, likelihood of purchasing, and anticipated end use, such as self-purchasing for collections or to give as gifts. A 12-question paper survey was completed by 84 adults, including university faculty, students, staffs, and bazaar attendees. Findings revealed the mostly female (76.2%) respondents expressed a willingness to pay more per doll than did male respondents, further validating a recommendation to market primarily to women. Also, most respondents preferred to purchase dolls as gifts or for a doll collection on display. Results were communicated to the doll manufacturer for potential revisions to the prototypes prior to production in order to increase popularity and potential sales. The study limitations included a small sample size and the large percent of female participants, and university faculty and staff members so the results may not be generalizable to the general population.
University-Licensed Merchandise, Doll Collecting, Gift Giving, Displaying Collections, Consumers, Prototype
[01] Aaker, D. A. (1991). Managing Brand Equity. New York, N.Y.: The Free Press.
[02] Ayoub, N. (2003). Life like dolls: the collector doll phenomenon and the lives of the women who love them. The Chronicle of Higher Education, 50, A17.
[03] Belk, R. W. (1995). Colleting as luxury consumption: effects on individuals and households. Journal of Economic Psychology, 16(3), 477-490.
[04] Bhonslay, M. (2003). Higher education. Sporting Goods Business, 36(1), 24.
[05] Blanco-González, A., Martín-Armario, E., & Mercado-Idoeta, C. (2012). Collectors' buying behavior: a model based on attitudes and market heterogeneity. American International Journal of Contemporary Research, 2, 164-175.
[06] Bunzel, D. L. (2007). Universities sell their brands. Journal of Product and Brand Management, 16(2), 152-153. doi:
[07] CLC. (2012). The collegiate licensing company names top sellers for fiscal year 2011-12.
[08] Cruz-Cardenas, J. (2014). The status of gifts in the receiver's life: reasons for the transformation of commercial products into special, common or hated objects. International Journal of Consumer Studies, 38(2), 139-145. doi:
[09] Cruz-Cárdenas, J. (2012). Use and disposition of a gift and the recipient's feedback in a collectivist environment. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 25, 130-148.
[10] Danziger, P. (1995). Doll collecting is poised for growth. Gifts & Decorative Accessories, 96(2), 99.
[11] Habib, N. (2009). All dolled up: OSU alum to introduce commemorative dolls. The Daily O’Collegian, 1.
[12] Hanson, J. (2003). Space in the home: morphology and meaning in the home life of older people. In J. W. Robinson, K. A. Harder, H. L. Pick & V. Singh (Eds.), Proceedings of the Environmental Design Research Association (EDRA) 34th Annual Conference: People Shaping Places Shaping People (pp. 7-15).
[13] Hoover, E. (2004). In logo parentis. Chronicle of Higher Education, 50(36), A56-A56.
[14] Iuso, B. (1975). Concept testing: an appropriate approach. Journal of Marketing Research, 12(2), 228-231.
[15] Kaye, H. J. (2002). It's not just an office, it's a vessel of self-expression. Chronicle of Higher Education, 48(22), B16.
[16] Kleine, I., Robert E., Kleine, S. S., & Kernan, J. B. (1993). Mundane consumption and the self: a social-identity perspective. Journal of Consumer Psychology, 2(3), 209-235.
[17] Martin, C. S., & Guerin, D. A. (2006). The interior design profession’s body of knowledge: 2005 edition.
[18] McCracken, G. (1986). Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13(1), 71-84.
[19] Richins, M. L. (1994). Valuing things: the public and private meanings of possession. Journal of Consumer Research, 21(3), 504-521.
[20] Slater, J. S. (2001). Collecting brand loyalty: a comparative analysis of how Coca-Cola and Hallmark use collecting behavior to enhance brand loyalty. Advances in Consumer Research, 28(1), 362-369.
[21] Whisman, R. (2009). Internal branding: a university's most valuable intangible asset. Journal of Product and Brand Management, 18(5), 367-370. doi:
[22] Yang, S., Park, J., & Park, J. (2007). Consumers’ channel choice for university-licensed products: exploring factors of consumer acceptance with social identification. Journal of Retailing & Consumer Services, 14(3), 165-174. doi: 10.1016/j.jretconser.2006.04.004.
MA 02210, USA
AIS is an academia-oriented and non-commercial institute aiming at providing users with a way to quickly and easily get the academic and scientific information.
Copyright © 2014 - American Institute of Science except certain content provided by third parties.