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Project Renew Worcester, Danni Yue, Amy Zhang, Jing Han, Omid Ashrafi, Yiming Xu 2018 Clark University

Project Renew Worcester, Danni Yue, Amy Zhang, Jing Han, Omid Ashrafi, Yiming Xu

School of Professional Studies

n The client for this capstone project is RENEW Worcester which is a fledgling solar power project whose main goals are to bring renewable energy in the form of solar power into local, primarily low-income communities and are committed to the mission of making the transition off of fossil fuels to clean, renewable power. Based in Worcester, Massachusetts, they are a local chapter of Co-op Power which is a consumer-owned sustainable energy cooperative (co-op) made up of numerous different local chapters all over the New England area as well as the state of New York. The problem that we will ...


Mirror, Mirror On The Retail Wall: Self-Focused Attention Promotes Reliance On Feelings In Consumer Decisions, Hannah H. CHANG, Iris W. HUNG 2018 Singapore Management University

Mirror, Mirror On The Retail Wall: Self-Focused Attention Promotes Reliance On Feelings In Consumer Decisions, Hannah H. Chang, Iris W. Hung

Research Collection Lee Kong Chian School Of Business

The authors propose that increased attention that consumers pay to themselves promotes relative reliance on affective feelings in making decisions. This hypothesis was tested in a variety of consumption domains and decision tasks, including real-life, consequential charitable donations. Consistent support from five experiments with more than 1,770 participants shows that (a) valuations of the decision outcome increase when consumers with high (low) self-focus adopt a feeling-based (reason-based) strategy. The hypothesized effect of self-focus on relative reliance on feelings in decision making is (b) moderated by self-construal. Further, greater attention to the self (c) increases evaluations of products that are ...


When Beauty Is The Beast: The Effects Of Beauty Propaganda On Female Consumers, Savannah Greenfield 2018 University of Nebraska at Omaha

When Beauty Is The Beast: The Effects Of Beauty Propaganda On Female Consumers, Savannah Greenfield

Theses/Capstones/Creative Projects

Women are faced with a constant barrage of advertisements every day and the subliminal messages that come with this visual assault. These messages are influenced by years of sexism and oversexualization in the media, and shape the actions of female consumers. This investigation reviews three existing studies that demonstrate the negative effects of beauty advertisements on women. These effects are then studied through the lens of female consumer behavior to evaluate women’s motivations in continuing to buy beauty products. A link between negative effects and consumer motivations is discussed to reveal the harsh grip of sexism on the beauty ...


Dennison Diaper Liner Packaging, Dennison 2018 Framingham State University

Dennison Diaper Liner Packaging, Dennison

Children's Clothing

Packaging and product description of Dennison Diaper Liners.


Exploring Positive Outcomes Of Decision Making Biases In The Field Of Entrepreneurial Marketing, Pouria Nouri, Narges Imanipour, Kambiz Talebi, Mohammadreza Zali 2018 University of Tehran, faculty of entrepreneurship

Exploring Positive Outcomes Of Decision Making Biases In The Field Of Entrepreneurial Marketing, Pouria Nouri, Narges Imanipour, Kambiz Talebi, Mohammadreza Zali

The Qualitative Report

Entrepreneurs make important decisions regarding different aspects of their enterprises. Given the bulk of uncertainty, complexity as well as the rapid rate of change in their business environment, entrepreneurs’ decisions, including their marketing decisions, are prone to decision-making biases. Previous research has mainly focused on the negative outcomes of decision-making biases for entrepreneurs. We argue that sometimes entrepreneurial decision-making biases could have positive outcomes, too. Ignoring these positive outcomes has led to a serious research gap in the field of entrepreneurship. Thus, in this paper, we attempted to explore positive outcomes of decision-making biases in entrepreneurs’ marketing decisions with a ...


Goliath Sized Campaign: Promoting Leadership Principles To The Millennial Generation Utilizing A Guerrilla Design Campaign, Ryan Smith 2018 Liberty University

Goliath Sized Campaign: Promoting Leadership Principles To The Millennial Generation Utilizing A Guerrilla Design Campaign, Ryan Smith

Masters Theses

We are nearing a critical juncture with the retirement of the Baby Boomer generation. The growing demand to replace this workforce with the millennial generation causes us to consider if millennials are up to the challenge. Although this next generation is tech-savvy, resourceful and innovative, many millennials have shared shortcomings including a sense of entitlement, demand for attention and praise and a poor work ethic. Lack of experience and no sense of direction, causes other generations to patiently wait to see what will come of millennials. But through strong leadership development there is hope. By instilling leadership characteristics and encouraging ...


Welcome Home, Chelsea Schulz 2018 University of Tennessee, Knoxville

Welcome Home, Chelsea Schulz

EURēCA: Exhibition of Undergraduate Research and Creative Achievement

Hearth & Home Renovation and Design, LLC is a real estate investment, renovation and home design company serving the greater Nashville Area market. Hearth & Home acts primarily in the following three industries: real estate, flipping/renovation, and design. Through synergistic actions across all of these industries, Hearth & Home delivers superior customer value to home-buyers. Hearth & Home has identified several strategic competitive advantages which are found through key partnerships, design and brand equity. Key partnerships will lead to mutually beneficial cost efficiencies. Design will create distinction and opportunities to retain customers longer than competitors. Brand equity will be built through a sophisticated content-driven marketing campaign; these marketing efforts address a gap in the market and serve as a differentiator among competitors. Through each step of the process, the Hearth & Home brand represents superior quality. This is recognizable not only in the quality of construction and design efforts, but also in the customer service delivered during each and every interaction.


The Future Of Car Dealerships: Omnichannel Sales In The Experience Economy, Cameron Skinner 2018 University of Wyoming

The Future Of Car Dealerships: Omnichannel Sales In The Experience Economy, Cameron Skinner

Honors Theses AY 17/18

Skinner, Cameron, J., The Future of Car Dealerships: Omnichannel Sales in the Experience

Economy, B.S., Management & Marketing, April, 2018

As the demographics of the car-buying population begin to undergo dramatic shifts, the dealership model is facing unprecedented challenges to adapt to the new experience economy. Currently, only 17% of polled participants like the current car-buying model, which has negative implications for multiple industries directly and complementarily associated with dealerships. With industry disruptors, such as Tesla, challenging the quo socially, technologically, and legislatively while hedging at leaders and garnering market share, the car salesman concept (that has been in place ...


Two Essays On The Link Between Consumer-Brand Relationships And Customer Brand Loyalty, Mansur Khamitov 2018 The University of Western Ontario

Two Essays On The Link Between Consumer-Brand Relationships And Customer Brand Loyalty, Mansur Khamitov

Electronic Thesis and Dissertation Repository

Customer brand loyalty is one of the most important concepts to consumer researchers and marketing practitioners. A considerable amount of research over the last 20 years documents that different consumer-brand relationship constructs, such as those characterized by attachment, identification, brand love, self-brand connection and trust, are positive predictors of customer brand loyalty. However, there is little consensus on what consumer-brand relationship constructs are superior predictors of loyalty and under what conditions each type performs relatively better. To advance understanding of how well different consumer-brand relationship constructs drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building ...


Marketing In The Modern World: Tourism After Terrorist Attacks, Alison Geary 2018 University of Wyoming

Marketing In The Modern World: Tourism After Terrorist Attacks, Alison Geary

Honors Theses AY 17/18

The travel and tourism industry is one of the world’s largest industries with a global economic contribution (direct, indirect, and induced) of over 7.6 trillion U.S. dollars in 2016. The direct economic impact of the industry in the areas of accommodation, transportation, entertainment, and attractions, was approximately 2.3 trillion U.S. dollars that year (United Nations World Tourism Organization, 2017). However, in recent years, the prevalence of terrorist attacks is causing hesitation in would-be travelers and stigmatizing certain destinations. According to Statista, the number of terrorist attacks in 2017 was 22,487, which includes acts of ...


Does Body Image Matter In Marketing To Millennials?, Katherine Kernan 2018 University of Wyoming

Does Body Image Matter In Marketing To Millennials?, Katherine Kernan

Honors Theses AY 17/18

Over the years marketing campaigns have used traditional models representing a limited body image to attract consumers and influence purchasing decisions. However, marketers today are faced with the task of marketing to a new demographic segment called millennials. Body image is a topic that is brought up in the media along with marketing campaigns. In order to explore how body image effects how millennials make decisions regarding purchasing it is important to gather opinions from millennials through conducting a survey, researching the effects of past and present marketing campaigns, and looking at why millennials are different from past generations. When ...


#Readyforrio: How A Revised Rule 40 Impacted Sponsorship At The 2016 Summer Olympics, Anthony Carson 2018 University of South Carolina - Columbia

#Readyforrio: How A Revised Rule 40 Impacted Sponsorship At The 2016 Summer Olympics, Anthony Carson

Senior Theses

When planning and executing the Olympic Games, a premier event in modern sport, the International Olympic Committee (IOC) relies heavily on sponsorship revenue from their official sponsors. “Worldwide Olympic Partners,” the top 11 sponsors of the 2016 Olympics, had exclusive rights during the Olympic cycle from 2013-2016.

With the purchase of these expensive sponsorship deals, brands are looking to capitalize on the “glow” of the Olympics, and use excusive Olympic intellectual property to make ties from their brand to the Games. In order to make these sponsorship deals more valuable, the IOC has historically provided official partners with added exclusivity ...


Consumer Preferences For Gm Food Labeling: A Market Segments Analysis, Colton Henderson 2018 University of Arkansas, Fayetteville

Consumer Preferences For Gm Food Labeling: A Market Segments Analysis, Colton Henderson

Agricultural Economics and Agribusiness Undergraduate Honors Theses

Consumer demand for labeling information regarding the genetically modified (GM) content of foods has increased in recent years. This had led to a growing number of products labeled as non-GMO in the marketplace under a voluntary GM labeling program. However, many consumers support stricter regulation in the food industry via a mandatory labeling program for GM ingredients. Although considerable research exists documenting consumers’ willingness to pay to avoid GM foods, less in known about how two such labeling programs affect individual decision making in the marketplace. The goal of this project is to better understand how individuals value GM foods ...


Development And Marketing Of A Repurposed Textile Product For Homeless Individuals In Northwest Arkansas, McKenna Whitaker, Beau Broyles, Lindsey Stone 2018 University of Arkansas, Fayetteville

Development And Marketing Of A Repurposed Textile Product For Homeless Individuals In Northwest Arkansas, Mckenna Whitaker, Beau Broyles, Lindsey Stone

Apparel Merchandising and Product Development Undergraduate Honors Theses

Growing concerns over waste disposal methods have led to a greater focus on recycling efforts in the textile industry. Second only to the oil industry, the textile industry continues to be one of the most wasteful among leading businesses around the world and determining ways to repurpose fashion materials could be a reasonable solution to this growing problem (Dobilaite, V., Mileriene, G., Juciene, M., & Sacevičienė, 2017). In addition to alleviating disposal issues, repurposed materials could serve the humanitarian needs of local communities, and even more importantly, could specifically benefit homeless populations. The purpose of this project was to design, execute ...


Canine For Disabled Kids Awareness Campaign Research And Implementation Plan, Jiamin Gu, Kendall Harcourt, Chang Liu, Kiamu Liu, Jemmie Tejada 2018 Clark University

Canine For Disabled Kids Awareness Campaign Research And Implementation Plan, Jiamin Gu, Kendall Harcourt, Chang Liu, Kiamu Liu, Jemmie Tejada

School of Professional Studies

According to the Americans with Disabilities Act (ADA) service animals are: “dogs that are individually trained to do work or perform tasks for people with disabilities” ( ADA, 2015). On the other hand, emotional support animals are: “dogs that provide comfort and support in forms of affection and companionship for an individual suffering from various mental and emotional conditions.” In addition, an emotional support animal is not required to perform any specific tasks for a disability like service dogs are (Ibid).

The ADA limits the number of questions that can be asked to protect the privacy of utilizers. In fact, the ...


A Guide For Hiring Mature Employees At Ascentria, Binghe Change, Calleigh Leach, Elsie Lu, Hongquiang You, Mengge Wang, Nina Mariotti 2018 Clark University

A Guide For Hiring Mature Employees At Ascentria, Binghe Change, Calleigh Leach, Elsie Lu, Hongquiang You, Mengge Wang, Nina Mariotti

School of Professional Studies

This paper will explore existing literature on aspects of an intergenerational workplace in a nonprofit organization and provide recommendations for recruiting and retaining older employees for a human service organization, Ascentria Care Alliance, in Worcester, MA. The paper will review research on trends in the nonprofit industry, a comprehensive breakdown of generational workplace values, reasons people are returning to work and effective marketing strategies that appeal to older generations. Marketing strategies specifically will explore best practices for website design, social media usage, and job descriptions. Additionally, this paper will research case studies of nonprofits with successful intergenerational workforce initiatives, as ...


Adult Learners: A Targeted Marketing Approach, Sarah Baldelli, Camilo Botero, Camille Ferreol, Caleb Horton, Xinyue Ma, Stefan Sprinkmoller 2018 Clark University

Adult Learners: A Targeted Marketing Approach, Sarah Baldelli, Camilo Botero, Camille Ferreol, Caleb Horton, Xinyue Ma, Stefan Sprinkmoller

School of Professional Studies

The development of the Adult Learner Capstone Project started with a focus and need to learn more about affinity groups in the Worcester area in order to reach the potential adult learner demographic. Although some partnerships already existed, the Director of Marketing and Communications for Graduate Admissions, Tara Probeck, yearned to explore the potential partnerships and alternative uses of professional organizations to market to the current working professionals. From this idea, our capstone project was introduced in hopes of establishing a comprehensive and exhaustive list of potential organizational partnerships, specific for the School of Professional Studies.


My Choice Greens, Alina Zulfikarova, Amelia Mohr, Hesi Zhang, Ruiqi Huang, Sean Tatar, Yuhao Zhou, Zijun Zhou 2018 Clark University

My Choice Greens, Alina Zulfikarova, Amelia Mohr, Hesi Zhang, Ruiqi Huang, Sean Tatar, Yuhao Zhou, Zijun Zhou

School of Professional Studies

My Choice Programs for Independent Living is a nonprofit in Worcester, Massachusetts that helps individuals with special needs. In 2016, My Choice Programs added a branch to their organization called My Choice Greens. My Choice Greens is committed to growing fresh produce in their hydroponic farm. The profit generated from selling their vegetables is put back into direct programming for My Choice Programs. My Choice Greens is the first hydroponic farm in Worcester, but unfortunately not many people are aware of their program. Also, since they are a small nonprofit, they do not have sufficient funding or resources to market ...


Inbound Marketing, Hasini Assiriyage, Isabelle Zoeckler, Emmanuel Aghado, Kefu Bu, Xiouyu Jiang, Rajesh Kamble, Yan Wang 2018 Clark University

Inbound Marketing, Hasini Assiriyage, Isabelle Zoeckler, Emmanuel Aghado, Kefu Bu, Xiouyu Jiang, Rajesh Kamble, Yan Wang

School of Professional Studies

This study looks into inbound marketing practice through the process of secondary research. This insight on best practices and market examples have been employed in order to identify the benefits of Inbound Marketing for the School of Professional Studies at Clark University. Through the research, this team has consolidated a number of recommendations for the SPS marketing strategies moving forward. A focus has been placed on identifying solutions, which were effective and financially feasible. The primary solutions are internally sourced; with a future long term recommendation of seeking advice from a third party firm to automate the process.


Life Can Change In The Blink Of An Eye Capstone, Christopher Rutigliano, Jillian Elalaoui, Kristin Humphrey, Phillip Gates, Mohamed Ndjikam, Highness Meena, Adam Menard, Spencer Pickney 2018 Clark University

Life Can Change In The Blink Of An Eye Capstone, Christopher Rutigliano, Jillian Elalaoui, Kristin Humphrey, Phillip Gates, Mohamed Ndjikam, Highness Meena, Adam Menard, Spencer Pickney

School of Professional Studies

Texting and driving is one of the most widespread and uncontrollable of epidemics that have arose to prominence in the 21st century. Texting and driving is now a global issue, that has left nations across the road scrambling to implement new laws and preventative measures to stunt the increasing rates of accidents and fatalities caused by texting and driving. The severity of the issue has lead to a multitude of different entities ranging from domestic and foreign governments, cell phone and car manufacturers, cell phone carriers, and insurance agencies to seek new methods to prevent texting and driving. Determining the ...


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