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Psychographic Persona Development In The Picture Of Dorian Gray, Melody Day

Undergraduate Honors Theses

When interviewed about his Victorian Gothic masterpiece, The Picture of Dorian Gray, Oscar Wilde once observed that “Basil Hallward is what I think I am: Lord Henry is what the world thinks of me: Dorian is what I would like to be—in other ages, perhaps” (Oscar Wilde). These three characters represent widely different types of people; in light of Wilde’s words, then, what does it truly mean to be Basil, Lord Henry, or Dorian Gray? In other words, what interests, opinions, and values held by these characters determine how each of them differ from one another? In my cross-discipline …

Welcome Guide: Onboarding Guidebook For Hannah Michelle Photography, Hannah Lozano

Master of Arts in Professional Writing Capstones

Hannah Michelle Photography is a small photography brand owned by Hannah Lozano. This document serves as a capstone project for Hannah Lozano. She has created a comprehensive onboarding document for future employees of Hannah Michelle Photography.

Strategjite E Marketingut Në Kompanitë Prodhuese, Mehmet Islami

Theses and Dissertations

Ky studim u realizua për të hulumtuar ndërlidhjen e strategjive të marketingut me kompanitë prodhuese, se si strategjia e marketingut në internet rritë nivelin e kënaqshmërisë në kompanitë prodhuese si dhe strategjia e marketingut në internet rritë nivelin e kënaqshmërisë të konsumatorëve online. Këto ishin edhe hipotezat e punimit. Hulumtimi u realizua me dy pyetësorë dhe me intervistë të strukturuar. Mostra për konsumatorë ishte (N=200), mostra për kompanitë për përdorimin e strategjisë të internetit ishte (N=12) si dhe dy intervista të strukturuara me dy Kompani prodhuese në Kosovë. Sipas hulumtimit të tri hipotezat u aprovuan doli se strategjitë kanë ndërlidhje …

Brand Linguistics: Study Of Sound Symbolism And Consumer Language Fluency On Brand Name Attitudes And Perceptions, Evita Subkowski

University Honors Program Senior Projects

Brand names can subtly evoke the practical qualities of a product as well as the positive emotions a company hopes that consumers will feel regarding its product. Because a brand name serves as an identifier for consumers to the product itself, effective branding has the potential to increase sales and customer loyalty. Brand names are essential because they are often the consumer’s first exposure to the product and for this reason they must be configured effectively. There is considerable research in this area that can guide companies toward more effective brand-naming strategies. Unfortunately, a key gap exists in this literature: …

Optimal Pricing And Treatment Policies In Health Care, Gregory J. Critchley

Electronic Thesis and Dissertation Repository

Health care decision makers are faced with many types of uncertainty. There may be uncertainty in the benefit a new treatment provides, uncertainty in the demand for the new treatment, and uncertainty in the drug approval process. In three essays, I study the impact of various types of uncertainty within health care systems.

In the first essay, I study the welfare properties of six practical pharmaceutical pricing and access policies. Using a game theoretic approach, I find that when demand can be influenced by costly marketing effort, there are meaningful differences to the desirability of various pricing and listing agreements, …

Ndikimi I Marketingut Digjital Në Zhvillimin E Produkteve Inovative Të Brendeve Botërore, Elida Dibra

Theses and Dissertations

Në këtë punim diplome trajtohen stra tëgjitë e kompanive për zhvillimin e produk tëve të tyre inovative, metodat e përziera kualitative dhe kuantitative. Metodat e hulumtimit që janë përdorur: metoda e analizës tëorike, metoda e krahasimit, metoda statistikore.

Përmes metodes së analizës tëorike bëhet shtjellimi i stra tëgjive që përdorin kompanitë mërenome botërore për të zhvilluar produk tët e tyre inovative. të cilat analizohen përmes burimeve të ndryshme nga in tërneti, pra li tëraturë të huaj dhe vendore.

Me metoden e krahasimit kam bërë krahasimet e produk tëve të kompanive botërore si në marketingun digjital që përdorin po ashtu edhe …

Exploring The Disconnects Between Cpa Firms And Millennials As It Relates To Tax Preparation, Dustin Micah Grant

USF Tampa Graduate Theses and Dissertations

Small Certified Public Accountant (CPA) firms are facing a demographic market shift as baby boomers leave the workforce and are replaced by millennials. Today, small CPA firms rely on tax services from baby boomers and older clients for the majority of revenue, but millennials now represent the largest percentage of the workforce. This growing disconnect suggests a potential issue for small CPA firms. The following research explores the issues and opinions of millennial-aged tax filers and partners in small CPA firms on compiling and filing individual federal income tax returns in the United States.

Semi-structured interviews were conducted with both …

Implementing A Health Coach Into Your Healthcare Continuum, Dalton Jarvis

Masters Theses/Capstone Projects

Presentation on Implementing a Health-coach into your Healthcare Continuum.

Essays On Marketing Strategy, Chang Liu

Arts & Sciences Electronic Theses and Dissertations

In this dissertation, I apply game-theoretical methods in the context of marketing research and investigate the effects of stylized facts in behavioral economics. Chapter 1 studies the effects of managerial optimism on firms’ performance. Research has shown that many managers and entrepreneurs tend to be optimistic and are inclined to believe that negative shocks happen to them less frequently than to others. However, there is also evidence suggesting that such optimism is often inaccurate in reality and managerial optimism can lead to the failure of a company. We develop a game-theoretic model to investigate the impact of managerial optimism on …

When Objective Price Information Is Not Available: Impact Of Unpublished Or Missing Prices On The Purchase Journey For High Costs, High Involvement Products, Thomas J. Dammrich

College of Business Theses and Dissertations

Every model of the consumer purchase journey includes an evaluation phase, during which consumers search for product attributes including price. While much has been written about search, knowledge uncertainty, and the role of price in continued search and purchase intent, very little, if any, empirical work has been done to understand the impact on the path to purchase when objective price is not available. This study undertakes a field experiment with random assignment in a natural setting to examine the impacts on consumer behavior related to continued search, lead generation and purchase intent when objective price is not available. The …

Moosejaw Market Expansion Into France, Rachel Renou

Honors Projects

This research project examines the Moosejaw brand, the outdoor apparel industry, and an overview of France’s political, economic, and cultural environment. The research goal is to analyze key aspects of France that would influence a business’s decision to expand into the country. The information regarding France’s fit for new businesses would then be tailored to Moosejaw to implement. Data found throughout the research process that characterize France as a good fit or not for new foreign business include the current political state of rioting by the Yellow Vests, Macron’s future pro-business plans, the French high quality of life standard, shifting …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

Brand Strength Evaluation Of Goodwill-West Texas, Cailyn Byrd

Electronic Theses and Dissertations

The purpose of this evaluation is to identify the ways in which Goodwill-West Texas could improve their marketing efforts in order to increase service delivery and community support. Goodwill’s career center is underperforming in comparison to other Goodwill career centers in similar communities. Two surveys were used to assess the beliefs and attitudes towards Goodwill held by members of the community who are often in contact with Goodwill-West Texas’s target market. Participants were more likely to know about Goodwill’s retail sales rather than their social service efforts. This could be contributing to Goodwill-West Texas’s service delivery, but more research is …

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-2019

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.

Are We There Yet? Racial Diversity In Digital Retail Advertising, Riley O'Keefe, Julian Saint Clair

Honors Thesis

How are African Americans represented in advertisements? Although prior research is very thorough, it focuses almost exclusively on print and broadcast, leaving a significant gap in the literature with respect to diversity in digital advertisements. This focus on print and broadcast media has also left a gap in analysis of advertisements by small businesses who often lack budget for mass media placements. Using a comparative analysis, the authors hypothesize that the representation of African Americans in digital advertisements by large companies will follow the same trends previously found in print and broadcast media, but digital advertisements by smaller companies will …

Marketing And Modernizing Reality Bytes Film Festival, Megan C. Mclaughlin

Honors Capstones

In an ever-changing world, it is important to be flexible and adjust to modern technology. Reality Bytes Film Festival had fallen behind in marketing due to a lack of presence on social media. During the Spring semester, students in COMS 493 at Northern Illinois University plan and execute the 3-day film festival, Reality Bytes. Technology has evolved since Reality Bytes original creation in 2001. To become more modern and competitive, Reality Bytes worked to have the largest social media presence that it has ever had in its history. Through use of Facebook, Instagram, and Twitter, Reality Bytes was able to …

Combining Marketing And Behavioral Research To Develop And Evaluate A Healthy Vending Intervention On A College Campus, Morgan Faulk Sowers

Doctoral Dissertations

Objective: To utilize a comprehensive approach for developing and evaluating a healthy vending intervention introducing a healthy bean snack product in campus vending machines to positively impact factors related to college students’ dietary behavior. Methods: The full project included five sequential phases to inform, develop, and implement a vending intervention that introduced a specific healthful dried bean snack product in campus vending machines. First, we conducted multiple-methods cognitive interviews with 60 college student vending users to select the most liked, preferred, and influential product, price, and promotion for the intervention. Next, we used observations and intercept surveys to describe and …

Selling Childhood: How The Middle Class Used Children In The Anti-Tuberculosis Movement (1930s-1940s), Hannah Fisher

Senior Theses

During the anti-tuberculosis movement of the 1930s and 1940s, children were chosen as focal points, with their roles shaped by society’s changing view of childhood, the emergence of the middle class, and the socioeconomic and political climate. Children were used by middle-class reformers as conduits through which to disseminate information and enact controls on the working class. Health education in schools had two main goals: (1) for educated children to become educated adults, and (2) for educated children to transform the behaviors of adults around them. Although researchers have studied middle-class interventions into children’s health, few have analyzed the role …

Involvement Of College Football Fans At The University Of Southern Mississippi, Cameron S. Kenney

Honors Theses

The modern college football market faces several challenges including the fact that game day attendance numbers have continued to drop for the past few years and show no signs of slowing down. Understanding the psychological involvement of sports fans could play a major role in improving attendance numbers and providing consumers with a greater experience during football games. The primary goal of this research was to determine predictors of sports involvement among Southern Miss football fans. Another goal was to determine which facets of involvement predicted return intentions. With those who had attended a home Southern Miss football game in …

Beyond The Castle: An Analysis Of The Strategic Implications Of Disney+, Jordan Sturgill

Undergraduate Honors Theses

The Walt Disney Company has been incomparably successful in a wide array of product and experience markets. In the fall of 2019, Disney will launch a new branded streaming service, Disney+. This research will examine and analyze, by means of SWOT and PEST analyses, the marketing strategy and managerial implications for Disney+ as well as the internal and external conditions facing the company that may affect, either directly or indirectly, the platform’s success.

Fashion Merchandising: An Augmented Reality, Naeha A. Sayed

Dissertations, Theses, and Capstone Projects

There is a continuous and constant transformation in the field of Augmented Reality (AR), both in the Retail, and the Manufacturing sector. It has started to influence everything from fashion runway shows to online shopping. Consumers dynamics have shifted in the fashion industry, the ways becoming more dominant than the old observant ones- the simple buying experience no longer satisfies them. Due to the emergence of the new digital platforms and technological enhancements, the consumers are looking for more- be it a more exciting buying experience or more user interaction or more enhanced products. This technological change starts with the …

Marketing Music In The Modern Age: Hip-Hop Emphasis, Tyler Turquand

Capstone Projects and Master's Theses

This Capstone paper is meant to discover the most effective marketing methods for modern day musical artists at different stages in their career. This paper focuses more on hip-hop artists, but there is content that applies to artists of all genres. First, this paper will provide some background and history on the overall goal and progression of music marketing throughout the years. This section will discuss when marketing first became important to music and how it has been done in the past as technologies advanced. It will then provide some background on when the internet started being used for marketing …

Thinging : Powerful Objects., Tammy M. Burke

Electronic Theses and Dissertations

The works in "Thinging” are inspired by desire, the genuine and the false, systems of real and perceived values, the quest for immortality, the allure of things, our use of them to make ourselves, and imagining pasts and futures via objects. The following concepts are threaded through the work: cathexis, ritual as a value builder, collections, hoarding, display, object history, exchange, use, and sign values, and vibrant materiality. At the heart of my investigation is the quest to examine the origins of object power, and by what measures it can be evaluated: value from belief, market value, and something perhaps …

The House That Credit Built: How Advertising Shaped A Culture Of Borrowing In The Decade Of Prosperity., Morgan Folden

Electronic Theses and Dissertations

This thesis is an examination of the visual rhetoric of the advertisements in 1920s America that encouraged consumers to implement payment plans to purchase commodities. It begins with an analysis of a standard advertisement found in a popular subscription journal and describes the ad’s reliance on an editorial-style layout to appeal to the rationality of the viewer, a theme common among marketing schemes of the surrounding decades. It uses an art historical approach to provide a new lens in studying capitalist economics and the provocative issue of empowerment versus confinement in the general visual representation of American housewives. The latter …

The Next Generation: Looking At Utk Students’ Potential Future Engagement With Gsmnp, Layla Marie Mosadegh

Chancellor’s Honors Program Projects

No abstract provided.

Marriage And Family Therapist Websites: A Qualitative Content Analysis, Thomas Bischoff

Doctoral Dissertations

The positive benefits of therapy are well-established (Duberstein et al., 2018) and therapy continues to make significant strides with regard to therapeutic outcomes. However, little is known regarding client initiation processes as well as how therapists reach out to potential clients. Clients present with a variety of challenges, and researchers and clinicians struggle with creating ways to increase access to care, reach out to potential clients, and engage individuals in therapy services. Nevertheless, therapist engagement and connection with the client can have a significant impact (Sexton, Littauer, Sexton, & Tømmerås, 2005). Marriage and Family Therapists (MFTs) are uniquely trained and …

Using Consumer Personality To Direct The Creation Of More Effective Advertisements, Connor Keith

Selected Honors Theses

Advertising is one of the most pervasive forces in business and culture today. All advertisers are seeking ways to be more effective in order to reach consumers better. One of the ways they can do this is by targeting certain personality types in their advertisements. This thesis seeks to find the differences in responses to advertisements from consumers with different personality types. A survey is used in conjunction with a personality test to study if consumers are most influenced by advertisements targeted toward their personalities. Suggestions are given for how to create and distribute advertisements to be most effective for …

Leadership And Community In The Arts: A Case Study Of Legend And Culture In Chiusdino, Italy, Amanda Svetlak

Arts Administration Masters Theses

The complexity of culture goes beyond artistic expression, nationality, race, and religion. Culture shapes our communications, interactions, and our perceptions of the world around us (Hall, 1989). Studies show that self-awareness of our own culture through exposure to the unfamiliar leads to intercultural competences (Herlo, 2015; Crossman, 2011; Hermond 2018; Hall 1989). As technology, travel, and community diversity continues to shrink our world and diversify our workplaces, these intercultural competences support modern processes of marketing, community engagement, and organizational leadership. This thesis is a case study of the community culture, organizational culture, and structure of arts institutions in Chiusdino, Italy. …

Affect And Gambling: What Does Rhetoric Have To Do With Sales?, Katherine Hast

Thinking Matters Symposium Archive

Affect is a recent branch of rhetoric which is used to describe the immediate emotional occurrence which precedes cognition. Affect differs from the more understood pathos because affect is the unlabeled feeling experienced by one when reading or viewing certain images or texts. Whereas pathos is the emotional connection an author uses to connect the text with the audience--and is therefore drawn from personal knowledge and connections--affect has no particular draw and must then appeal to a much larger audience. In particular, affect is now being used as a marketing ploy in order to target and sell to a mass …

Evidence Of Authority: A Case Study On The Certified Meeting Professional Accreditation, Mary Hansen

Experience Industry Management

The continuously evolving experience industry is proving to be a growing field when it comes to the planning of corporate events and meetings. Professional certifications allow for corporate event planners to test their knowledge of best practices for the future of companies. The purpose of this study was to examine how the Events Industry Council (EIC) administers and markets the Certified Meeting Professional (CMP) accreditation to corporate event planners in the experience industry. Research for this study was gathered using a case study analysis established by the researcher, which highlighted professional certifications and the benefits they have on industry-related professionals. …