Digital Commons Network^™

Our Findings In Marketing Research For Hartville Potato Chips, Elena Kozma, Abbie Ford, Tamia Henderson, Corey Keim, Ashley Whitten

Williams Honors College, Honors Research Projects

To conclude the 2024 Spring semester, we will present primary and secondary research to our client (Hartville Potato Chips). This presentation will support the proposition and promotional strategy to add three more local partnerships for Hartville Potato Chips based on our research findings.

Marketing Strategy For Hartville Potato Chips Team 3, Chase Marquis, Joseph Ferguson, Nicole Faulhaber, Chole Maragos, Megan Shissler, Tyler Indermuhle

Williams Honors College, Honors Research Projects

This project will work closely with Hartville Potato Chips to create a position for the company. Utilizing different marketing techniques, the team will conduct, analyze, communicate, and present information in a real-world setting. This experience will allow for growth in small group and professional development areas.

Utilization Of Mental Health Services At Domestic Violence Agencies In Pennsylvania, Kealsey Mcneil

Social Work Student Research

In this research, I examined the use of mental health services at domestic violence (DV) programs in rural and urban Pennsylvania and agency size. I examined the needs, characteristics, and availability of mental health services for DV survivors across the Commonwealth of Pennsylvania. I looked at DV service use from a variety of sources to provide a well-rounded understanding of the factors that contributed to mental health service use. I used three secondary data sources: the Lethality Assessment Program (LAP), Adequacies of Network of Services Provided to the Survivors of Domestic Violence in Pennsylvania–Phase II study, and data obtained from …

The Carbonara Case: Italian Food And The Race To Conquer Consumers’ Memories, Marco Ginanneschi

Dublin Gastronomy Symposium

Can a recipe divide historians, gastronomes, and chefs? The answer is yes if we are dealing with carbonara, an iconic Italian dish, famous throughout the world. However, so much animosity could have deeper roots than the recently renewed controversy over its authorship suggests. This article aims to study the case of carbonara as an example of the race to conquer consumers’ memories. Following a transdisciplinary methodology, the author identifies three main approaches to the making of carbonara: glocal, regional, and creative. These approaches reflect distinct schools of thought regarding food within the diverse spectrum of Italian society. Their supporters - …

Creating Documentation And Continuity For Northern Star Staff, Rachel Z. Cormier

Honors Capstones

The Northern Star is NIU’s student-run newspaper which covers a variety of news including NIU campus news, DeKalb news, NIU Huskie sports, northern Illinois entertainment and more. The Star is split into four different departments of news coverage that students can report on and two multi-media departments along with one department for copy editors.

The “student-run” aspect of the paper leads students to often join with varying levels of experience. Currently the continuity at the Northern Star has a great foundational start, but it is lacking in key areas. A majority of the training for new employees is done once …

Developing And Modernizing Small Businesses In Dangriga, Belize, Abby Teague

Management Undergraduate Honors Theses

This thesis evaluates the effectiveness of the Small Business Development project located in Dangriga, Belize, and includes research on the challenges of entrepreneurship in developing countries. The project consisted of research and the implementation of marketing workshops to teach businesses how to manage their online and social media presence through the Belize Tourism Industry Association (BTIA) Dangriga. The impact of the project was significantly important because many Belizeans struggle to survive and succeed within their businesses. Belize contains multiple microenterprises that cannot meet their potential because of a lack of knowledge and communication. Overall, the project aims to give BTIA …

Mda At Your Service: How Can I Choose The Right Associate Position?, Kristin Johnson Dds

The Journal of the Michigan Dental Association

MDA Staff, with input from Membership Chair Kristin Johnson, DDS, advise dentists on various concerns: reviewing employment contracts with legal counsel, updating personal/practice info, obtaining MDA logo for websites, and enhancing visibility on Find a Dentist platforms. Legal and ethical considerations are highlighted when terminating difficult patient relationships. Membership benefits include contract reviews and promotional resources.

The Rise And Fall Of A Video Game Dynasty And Its Road Back To Glory, Kade Rogerson

Marketing Undergraduate Honors Theses

For years the EA Sports NCAA Football series had been a long-standing success story in the world of sports video games. Combining the unique feel of collegiate athletics with the realistic nature of the game that its technology provides led the series to be a major source of revenue for Electronic Arts, Inc. in the extremely competitive and profitable industries of video games and sports merchandising.

However, the series came to an abrupt halt in 2013. Spearheaded by the O’Bannon v. NCAA lawsuit, EA was forced to discontinue the series after legal action was taken regarding the game’s unauthorized use …

A Triadic View Of Name, Image, And Likeness From The Point Of Athletes, Universities, And Consumers Of College Athletics, William Monroe

Finance Undergraduate Honors Theses

Name, Image, and Likeness is a new era of college athletics that allows student-athletes to monetize their name, image, and likeness through personal appearances, social media platforms, commercials, selling merchandise, signing autographs, serving as ambassadors, and leading camps or clinics, among others. In simpler terms, NIL allows student-athletes to be paid to play. Before it was introduced, the NCAA took a strong stance against this but soon flipped its stance once states started passing laws relating to the subject. In the past, athletic departments, coaches, and student-athletes were punished by the NCAA because of bribes as well as athletic departments …

Exploring The Potential Effect Of Google Chrome’S Removal Of Third-Party Cookies On Paid Display Advertising, Zhenya (Yevgen) Naydonov

Honors College Theses

The digital marketing industry continues to experience tremendous challenges caused by rising consumer privacy concerns. One of the industry’s most notable challenges revolves around the constant technological advancements and changes that these advancements pose on the advertiser’s strategies. My study explores the relationship between advertising expenditure and key performance indicators, such as impressions in paid display advertising. Google Chrome’s removal of third-party cookies could potentially affect this relationship. I chose this topic because of my passion for online consumer behavior and the role of technology and advertising in the continually evolving field of my study, where consumers’ behavior plays a …

Is Seeing Believing? How Television Advertisements Influence Investment Decisions, Lucas Selb

Business and Economics Honors Papers

Stock returns are influenced by many factors. Finance scholars have attempted to examine the potential causes of stock price changes by comparing the observed returns of stocks after an event with the predicted returns they should have experienced had the event not occurred. The current “Super Bowl-Stock Returns” studies tend to find conflicting results regarding whether the returns of Super Bowl advertisers’ stocks deviate from their predicted values during the trading days following the Super Bowl, as well as the direction in which these returns deviate and why they deviate. This study uses a more precise model for estimating predicted …

Medicine Men: Medicine Match A Program To Increase Male Participation In Targeted Areas Of The Healthcare Field, Anthony Paul Huffman

Honors Projects

The Medicine Men program addresses the imbalance in gender representation in low and middle-level healthcare careers. The program uses a website named Medicine Match to achieve this goal, which offers shadowing, talking, and additional resources with verified medical professionals. Medicine Match provides an engaging platform for individuals interested in exploring healthcare careers. The program's methodology involves creating connections between aspiring professionals, following the path of role models, fostering a sense of community, and educating and empowering target populations. Through a theoretical test and analysis, Medicine Men seeks to demonstrate its efficacy in increasing interest, knowledge, and comfort among male students …

The Effects Of Commercial Media Selling An Idealized Body Type, Emma Horner

Honors Projects

Today’s society is consumer driven. People wake up and check their social media, and they are bombarded with product promotion and brand campaigns. On their commute to work, they may see billboards advertising local businesses. In the grocery store, they rely on the packaging to guide their purchasing decisions. Advertising is weaved within our society. Advertising itself is not a problem. In fact, we rely on advertising to guide our purchase decisions. While an art form, advertisements at their core portray ideals. A travel company may portray an ideal destination, a furniture store may portray an ideal home, or a …

Honesty In Marketing Communications: The Role Of Humor, Can Trinh

Atlantic Marketing Journal

Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

Familiarity, Sensationalism, And Forward Referencing In Celebrity Clickbait: Effects On Curiosity And Click Intention, Cynthia B. Hanson

Atlantic Marketing Journal

This study investigates the effects of celebrity familiarity, sensational copy, and forward referencing on curiosity and intention to click on a digital post using a 2 (familiar/unfamiliar celebrity) X 2 (high/low sensationalism) X 2 (high/low knowledge gap) experimental design. The results show that curiosity and click intention are significantly greater when the copy points to missing information and when familiarity is greater, supporting the information gap theory of curiosity and illustrating its application to the forward referencing technique used in clickbait. However, contrary to expectations, sensational copy produced lower levels of arousal, curiosity, and click intention, suggesting a backlash against …

The Impact Of The Anthem Protest Movement And Covid On Nfl Viewership, George W. Stone, Michael A. Jones, Kirsten Passyn

Atlantic Marketing Journal

This research is based on 3 different surveys conducted over several NFL football seasons. The first study investigated the impact of the Anthem Protest Movement on the attitude of NFL fans. The “Anthem Protest” reemerged during the 2020 season during the “lockdown” season associated with the COVID epidemic. Co-mingled with COVID and societal unrest, many analysts were predicting irreparable harm to the NFL’s once indomitable position as America’s favorite sport resulting from this confluence of events. Given the importance of the topic in terms of future NFL fan support, this report looks back over the last several NFL seasons to …

Exploring Entrepreneurial Intention And Subjective Beliefs: A Comparative Analysis Of General Education Schools And Commercial Schools, Julia Riess, Bettina Fuhrmann, Gerhard Geissler

International Journal for Business Education

This study examines the entrepreneurial intentions of Austrian secondary school students, specifically comparing students from commercial schools with those from general education schools. We analyzed 2,329 data sets and found that subjective beliefs, primarily behavioral and control beliefs, significantly influence entrepreneurial intentions. In addition, demographic factors such as gender, language, acquaintance with entrepreneurs, and school type play a significant role in explaining the variance in entrepreneurial intentions.

Our detailed analysis shows that students from commercial schools have stronger entrepreneurial intentions and subjective beliefs. Particularly notable are the differences in behavioral beliefs, where students from commercial schools find all aspects of …

Literature Review Of Extended Reality Research In Consumer Experience: Insight From Semantic Network Analysis And Topic Modeling, Hansol Choi, Hyemi Lee

Asia Marketing Journal

Extended Reality (XR) technology, the umbrella term covering hyper-realistic technologies, is known to enhance consumer experience and is therefore developing rapidly and being utilized across various industries. Growing studies have examined XR technology and consumer experience; however, the literature has failed to fully explore hyper-realistic technology through a holistic perspective. To fill this gap, we analyzed 720 Korean and international articles through semantic network analysis and topic modeling and identified the literature on XR research in consumer experience. As a result, we extracted six main topics: “Tourism,” “Buying Behavior,” “XR Technology Acceptance,” “Virtual Space,” “Game,” and “XR Environment.” The results …

Observer Responses To Others' Charitable Donations: Effects Of The Donor Social Class-Donation Type Interaction, Shinhyoung Lee

Asia Marketing Journal

The social impact of observing others' charitable donations remains underexplored, with few studies examining the influence of donors' social class. Across three experiments, we investigated how the donor social class-donation type interaction influences the observers' perceived sacrificial costs or desire for a moral self-identity, which consequently affects their willingness to donate. The participants perceived higher costs when lower-class donors made monetary donations, but for time donations, they saw no difference in sacrificial costs by donor social class. Moreover, when the hourly wage was emphasized, the participants felt an increased desire for a moral self-identity from higher-class donors' monetary donations and …

Identifying The Actual Impact Of Online Social Interactions On Demand, Dong Soo Kim

Asia Marketing Journal

Firms often engage in manipulating online reviews as a promotional activity to influence consumers' evaluation on their products. With the prevalence of the promotional activities, consumers may notice and discount the reviews generated by the promotional activities. Discounting the firm-generating reviews may cause systematic measurement errors in the valence variable and lead to a negative bias when estimating the effect of consumers' organic reviews on demand. To correct the bias, this study proposes including product-specific bias-correction terms representing the proportion of extreme reviews in analysis. For illustration, the proposed method is applied to a demand model for data of movies …

Crisis To Opportunity: The Role Of Consumer Awareness In Mergers And Acquisitions (M&As) During The Covid-19 Pandemic, Hojoon Jang, Junhee Seok, Jongdae Kim

Asia Marketing Journal

In the uncertainty fueled by the COVID-19 pandemic, mergers and acquisitions (M&As) have emerged as key strategic responses by firms. This study explores the impact of M&As on acquirers' firm value, utilizing a firm-level panel dataset from SDC Platinum. Empirical evidence recognizes the potential negative impact of transaction value in M&As and the pandemic's effect on market volatility that may occasionally exacerbate the adverse influence on acquirers' firm value. The findings indicate that effective marketing strategies, such as enhancing consumer awareness through increasing advertising expenditures, can counterbalance these influences, particularly during uncertain times. This study accentuates the importance of adaptability …

Incomplete Decisions On Reward-Based Crowdfunding Platforms: Exploring Motivations From Temporal And Social Perspectives, Kwangwook Gang, Hoon S. Cha, Ilyoo B. Hong

Asia Marketing Journal

This study explores incomplete decision-making dynamics on reward-based crowdfunding platforms, focusing on temporal and social factors influencing backers' decisions. Utilizing the temporal aspect (i.e., pledging campaign phase) and social aspect (i.e., current pledged amount ratio) as stimuli within the stimulus-organism-response framework, our findings reveal that nearly 50.9% of respondents change their initial decisions, highlighting widespread incomplete information processing. Backers are more prone to altering decisions under heightened time pressure and display herding behaviors. Furthermore, backers exhibit an increased likelihood of changing decisions under heightened time pressure, coupled with a greater chance that the pledged goal amount will not be achieved. …

Dentistry And The Law: Why Dentists Must Pay Attend To Antitrust Law, Dan Schulte Jd

The Journal of the Michigan Dental Association

In this month’s Dentistry and the Law column, Dan Schulte, JD, MDA Legal Counsel, emphasizes the importance of understanding antitrust laws for dentists. He explains that agreements between competitors that restrain trade are illegal and highlights the risks of price-fixing and group boycotts. Dentists should avoid any activities that may be construed as anticompetitive. Enforcement of antitrust laws can lead to criminal or civil actions, making awareness crucial.

Beyond The Exit: Moma Design Store & The Extended Museum Experience, Anna C. Wershbale

Undergraduate Honors Theses

American art museum attendance soared following World War II as museums became popular education and entertainment destinations for the growing middle class. Shaped by the influence of 1980s Reaganomics and the effects of neoliberal funding policies, museum shops developed from small information desk ventures into a vital source of public relevance and financial sustainability. When given creative liberty and economic attention, the now standardized amenity presented the opportunity to sell institutional ethos. In light of neoliberal capitalism’s tendency to construe value primarily in economic terms, shops reveal how the art museum strategically assigns new meaning to its collection, mission, and …

Exploring The Effect Of Logos With Animals, Can Trinh

Association of Marketing Theory and Practice Proceedings 2024

Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.

Leading Horses To Water During A Pandemic: Assuring Communication Learning For "Quants", Thomas Hall

International Journal for Business Education

Students who are attracted to quantitative disciplines of study can be reluctant to devote much attention to the important task of communicating, and previous research (Hostager, 2018) has identified statistically significant differences in learning approaches by major among undergraduate business students. This paper presents results of learning assurance for writing skills (direct measures) even when the content of the course relates to the highly quantitative topics of data analytics and finance. The approach combines various pedagogical methods in an undergraduate, writing-intensive setting: traditional testing but in an iterative framework, “flipped classroom” intensive work using spreadsheet software, repeated submission of brief …

Guinness Is The "Pumpkin Spice Latte" Of St. Patrick's Day, Jin-A Choi, Yi Luo, Bond Benton

School of Communication and Media Scholarship and Creative Works

This study by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media at Montclair State University shows that Guinness was the most-discussed brand on social media leading up to St. Patrick’s Day, and not just in the traditional ways people share how they drink the popular beer brand. The volume of social media conversations related to Guinness beer and St. Patrick’s Day saw a 25% increase. Most social chats exhibited a happy mood as evidenced by a 62% joyful sentiment.

While the Shamrock Shake …

A Review Of The Business Capstone: Working With An Education Program, Hanna Tran

University Honors Theses

This review thesis walks through the business capstone process which is a hands-on experience with a local business client. The business client, Company A, is an arts and education program that has reached out to the School of Business's capstone class to help them improve their reach to potential customers and find alternative funding other than student tuition and donations. To achieve these goals, our group conducted several analyses and thorough research combined with our existing business education. Our findings and final recommendations are shown in presentations and a final report that the business client can utilize for their future …

Mlcp Of Red Bull, Micah Winningham

Scholarly Horizons: University of Minnesota, Morris Undergraduate Journal

Red Bull is a marketer and distributor of one of the first major sports drinks to be introduced into the world, called the same name: Red Bull energy. Since the inception of the drink in the mid 1980’s by Dietrich Mateschitz in Austria as an attempt to create an alternative to coffee, the drink and brand of the Red Bull organization have exploded into one of the most popular and recognizable organizations of all time. The brand pushes the idea of their product giving the greatest boost of energy, and their slogan “Red Bull gives you wings!” reinforces the idea …