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Articles 1 - 30 of 45
Full-Text Articles in Marketing
How To Define, Evaluate, And Improve Extracurricular Student Engagement Using A Nine-Point Framework Based On Marketing Theory, Patrick Roth
How To Define, Evaluate, And Improve Extracurricular Student Engagement Using A Nine-Point Framework Based On Marketing Theory, Patrick Roth
Honors Projects in Marketing
Opportunities for extracurricular engagement are an essential component of the value proposition of many colleges and universities, yet students do not always take advantage of these experiences. Previous studies have identified important elements of engagement, as well as best practices to improve it, but are largely contextual and not easily applicable to other instances of organizational engagement. Existing research also fails to establish a consistent definition or perception of engagement. Using a complex synthesis of available literature, as well as focus interviews conducted within the target population at Bryant University, we can derive the individual dimensions of engagement to establish …
The 4 Ps Of Marketing In Film: Examining The Relationship Between Power, Perspective, And Product Placement On Consumer Perception, Julia Haddad
Honors Projects in Marketing
In today's society, automobiles are the most used type of transportation and with that comes vast marketing opportunities for vehicles. However, with the growing popularity of media forms of television and film, marketing techniques such as the use of product placement have also become more common. This paper analyzes the effects of power through point of view in product placement, specifically through automotive advertising. By showing the population movie and television clips both from a driving, 1st-person perspective or an out of car, 3rd-person perspective, after a power priming question, it portrays the relationship between them. Additionally, the data collected …
Unpacking The Unconscious: Mortality Awareness And Its Effects On Consumer Engagement In Charitable Campaigns, Lois Warden
Unpacking The Unconscious: Mortality Awareness And Its Effects On Consumer Engagement In Charitable Campaigns, Lois Warden
Honors Projects in Marketing
This research aims to investigate the interplay between terror management theory, self-other message framing, and psychological distance in influencing individuals’ perceptions, judgements, and behavioral responses, particularly in context of advertisements featuring animals of varying proximity to humans. The purpose of this research is to understand how mortality sensitivity and the categorizations of ‘self’ and ‘other’ impact individuals’ attitudes and intentions towards advertisements featuring animals. The research methodology employed involves experimental designs with manipulated salience of priming conditions (birth or death) and the presentation of animals (monkey as proxy to self and frog as distal to self) to gauge participants attitudes, …
Are All Body Sizes Beautiful? A Content Analysis Of Plus-Size Representation In Fashion Brands, Julia Mclaughlin
Are All Body Sizes Beautiful? A Content Analysis Of Plus-Size Representation In Fashion Brands, Julia Mclaughlin
Honors Projects in Marketing
An abundance of body positive campaigns has become increasingly popular among fashion brands. The current study aims to analyze the consumers' perceptions of model's beauty attributes and well-being based on their body size. The purpose of the present research is to provide a deeper insight into the effects that models’ appearance poses on an individual's well-being. The goal of this study is to explore consumers' perceptions of model's beauty attributes and well-being based on their body size. By conducting a content analysis of female models in the fashion industry, consumers' perceptions of models' beauty attributes, well-being, and lifestyle were discovered. …
Advertising To Reduce Public Stigma And Its Associated Consequences For Medical Marijuana Patients, Jack Tishkevich
Advertising To Reduce Public Stigma And Its Associated Consequences For Medical Marijuana Patients, Jack Tishkevich
Honors Projects in Marketing
Medical marijuana patients must contend not just with their maladies, but with the social stigma surrounding marijuana use as well. This study hypothesizes that advertising can be used to positively influence individual’s acceptance of medical marijuana. It seeks to answer the questions: Can persuasive advertising be used to reduce stigma surrounding medical marijuana? Which advertising method is most effective in this persuasive process? To find the answer, a between subject, factorial design experiment is used. One of six randomized advertisements are shown to participants in a 3x2 (pathos, logos, ethos x guilt and shame) design. Participants opinions on the advertisement …
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Honors Projects in Marketing
As technology boomed at the end of the 20th Century and into the 21st Century, the methods young adults use to manage their finances have also evolved. Between moving financial investing and banking to the internet, robo-advising apps, college debt, and the generational reaction to the 2008 Financial Crisis, the world of investing has taken a drastic turn when it comes to young investors. The purpose of this study is to examine the financial habits of Generation Z in order for financial planning companies to better market to the upcoming Generation Z. A survey was used for this study to …
Deception Perception: The Marketing Of Student Loans, Lauren Roth
Deception Perception: The Marketing Of Student Loans, Lauren Roth
Honors Projects in Marketing
Marketing from student loan servicing companies tend to omit important information, thus deceiving borrowers. These companies may be taking advantage of students' position as vulnerable consumers with limited information to maximize their own profits. This study explores the relationship between deceptive advertising from student loan servicers and its effects on consumer perceived deception, student trust in the loan servicer, and student satisfaction in their borrowing decisions. Consumer perceived deception (CPD) is the extent to which a consumer believes the ad they were exposed to tends to mislead them. To test the hypotheses, an experiment was conducted, and a questionnaire was …
The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu
The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu
Honors Projects in Marketing
There is an abundance of research that analyzes country of origin (COO) and its effect on consumer behavior; however, many of these studies are in relation to products unrelated to fashion. In addition, there are a plethora of studies that discuss price transparency and product transparency. Though, most of this research is also unrelated to the fashion industry. There is also a significant lack of COO studies in relation with price and product transparency. This current study aims to focus on developing new methods of marketing in congruence with COO and fashion products. Utilizing a between-subjects experimental design, 2 (country …
Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins
Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins
Honors Projects in Marketing
This study explores the implications of fitness apparel marketing on consumer self-esteem, attitude towards brands and ads, and purchase intention. Furthermore, this study explores the relationship between a diverse, inclusive (body size and ethnicity) model and consumer attitudes. Female participants were recruited to share their feelings towards their own personal body satisfaction, how they perceive advertisements, how they feel about the brand based on the advertisement that they view, and their intentions to buy the product. The study found that while the original hypotheses were not statistically significant, that there was a positive correlation of customers being more likely to …
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
Honors Projects in Marketing
This study examines the gender role of a spokesperson and a type of sports in the "Match-Up Hypothesis." Two studies were conducted to test the effectiveness of sports advertisements for a gym membership: in a 2x2x2 experiment, the gender of the spokesperson, a type of sports, and the gender of the consumer are manipulated. Results indicated that females have a higher expectation of improvement when the gender of the endorser does not match the sport (Breaking the Glass Ceiling Effect). In contrast, males have a higher expectation of improvement when the gender matches the sport.
The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard
The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard
Honors Projects in Marketing
This study examines the effects of sponsorship disclosure by social media influencers on consumer perceptions. Influencers on the social media platform Instagram were focused on, testing consumer perceptions of trust, relevance, engagement, feelings towards the brand, and purchase intentions. The study was done through exploratory survey research analyzing the effects of different sponsorship disclosures on the variables (N=93). The study found a sponsorship announcement to show significantly positive results across the variables, with a discount code also shown to be significantly positive towards purchase intentions.
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Honors Projects in Marketing
Cause related marketing efforts by multiple brands have grown over the past few years. With the growth of social media and even more awareness for multiple causes, consumers are pickier when it comes to brands that supports them. While many studies have been done when it comes to “greenwashing” (the tactics of brands to show their green initiatives), there are still more that needs to be done to understand the impact of “rainbowashing” marketing methods on consumer purchase intention. The importance of this study and how it can affect businesses are discussed. To get a feel for the potential effect …
Advertising In The Volunteer Tourism Industry: Analyzing The Relationship Between Social Exclusion And Self-Versus-Other Benefit Appeals., Lyndsay Swanston
Advertising In The Volunteer Tourism Industry: Analyzing The Relationship Between Social Exclusion And Self-Versus-Other Benefit Appeals., Lyndsay Swanston
Honors Projects in Marketing
This study aims to analyze how consumers perceive advertisements in the volunteer tourism industry when influenced by social exclusion and benefit appeals. The authors examined feelings, attitudes, and behavioral intentions of consumers in reference to an international volunteer trip advertisement. Based on data from a sample (n=259), findings demonstrated that consumers who felt more socially excluded responded more favorably to other-benefit appeals, opposed to self-benefit appeals. An interaction effect was discovered when looking at the degree of sympathy that participants felt regarding the advertisements. Participants who were socially excluded felt more sympathetic after viewing the other-benefit appeal advertisements, whereas those …
The Effect Of Native Vs. Foreign Language On Consumer Visual Perception, Gabriela Reymont
The Effect Of Native Vs. Foreign Language On Consumer Visual Perception, Gabriela Reymont
Honors Projects in Marketing
This research examines the effect of language on visual perception. Specifically, how the use of native language vs. foreign language affects preference for different elements of visual perception (e.g. low movement vs. high movement, angular shape vs. circular shape). Although language usage has been found to influence consumer perception, past literature has failed to examine language as the antecedent of visual perception. To fill that gap, two controlled experiments are conducted in a survey format. Within the survey, participants examine marketing stimuli presented either in their foreign language or native language. For the first experiment, participants choose between packaging with …
Impact Of Fashion Advertisements On Consumers, Kathryn Sweeney
Impact Of Fashion Advertisements On Consumers, Kathryn Sweeney
Honors Projects in Marketing
This paper sets out to investigate the expectations, satisfaction, and retention of fashion advertising. The purpose of this paper is to determine if ad type (traditional models vs. plus-size models) and brand type (luxury vs. non-luxury) have impacts on consumers’ perceptions, attitudes, purchase intention, and overall expectations of the advertisements and brands. Two-hundred fifty-six participants (62.5% males, 37.5% females) (mean age = 19.9) were recruited from Bryant University and received extra credit in their MKT201 course for completing the survey. Each participant was randomly assigned one stimulus advertisement and was then asked to answer a questionnaire that featured measures of …
Competence In Co-Creation: The Impact Of Product Attributes And Add-On Services In The Decision To Co-Create, Peter Elder
Competence In Co-Creation: The Impact Of Product Attributes And Add-On Services In The Decision To Co-Create, Peter Elder
Honors Projects in Marketing
Purpose: Co-creation is increasingly used by companies as a method of improving the overall value of a product or service offering. The purpose of this paper is to explore determinants of customer value in relation to customer value co-creation in the context of an online purchase decision.
Objective: Evaluate the impact of Elaboration Likelihood on the desire to co-create a product and the attractiveness of the product based on different contextual modifiers to the online purchase and co-creation decision. Methodology: In order to understand determinants of the value of a co-creation experience, an online purchase process was simulated for participants, …
Strategy & Tactics To Improve Sales For B2b Manufacturing Firms: A Case Study, Frank T. Ricci, Jr.
Strategy & Tactics To Improve Sales For B2b Manufacturing Firms: A Case Study, Frank T. Ricci, Jr.
Honors Projects in Marketing
Manufacturing businesses primarily focus on producing products, but as a result, these firms can fall behind on their marketing efforts when compared to other business sectors. Through a case study approach, an analysis was conducted to reveal how business to business 'B2B' manufacturing firms can attain and use marketing research supplemented by robust data analysis from its customers to improve sales. The study was divided into 7 sections. Sections 1, 2, and 3 show the dynamics of this business sector and motivations for this project. The remaining sections 4, 5, 6, and 7 explore the practical implications through a live …
The Comparison Of Effectiveness Of Social Media Marketing By Brands And Influencers For Organic Cosmetics, Alyssa Belanger
The Comparison Of Effectiveness Of Social Media Marketing By Brands And Influencers For Organic Cosmetics, Alyssa Belanger
Honors Projects in Marketing
The cosmetics industry, one of the largest industries in the world, has taken a major shift toward organic products. Consumers prefer these products because they are safer on the human skin, have longer lasting positive effects, and do not harm animals in the creation of the product. Marketing strategies have taken a major shift toward social media. Partnering with influencers to promote products has become increasingly popular because it can be more effective by creating a deeper, more personal relationship with consumers (Glucksman, 2017). However, distrust has been growing toward influencer marketing because their recommendations are not always authentic (Kowalewisc, …
A Study Of The Technology Acceptance Model For Social Media Adoption In Small & Medium Enterprises, Lily Iacurci
A Study Of The Technology Acceptance Model For Social Media Adoption In Small & Medium Enterprises, Lily Iacurci
Honors Projects in Marketing
While some small businesses adopt social media into their business practices, others do not. This study utilizes the Technology Acceptance Model (TAM) to discover what factors or elements influence the adoption of social media within small and medium enterprises (SMEs). An extended version of the TAM was created to examine several factors that may influence SMEs’ adoption of social media. Through an empirical analysis, several findings were uncovered. It was found that compatibility, perceived ease of use and cost all had a significant effect on SME’s owner or marketers’ attitudes toward adopting social media. The implications of these findings for …
Impact Of Fashion Advertisements On Consumers, Kathryn Sweeney, Kacy Kim, Sharmin Attaran
Impact Of Fashion Advertisements On Consumers, Kathryn Sweeney, Kacy Kim, Sharmin Attaran
Honors Projects in Marketing
This paper sets out to investigate the expectations, satisfaction, and retention of fashion advertising. The purpose of this paper is to determine if ad type (traditional models vs. plus-size models) and brand type (luxury vs. non-luxury) have impacts on consumers’ perceptions, attitudes, purchase intention, and overall expectations of the advertisements and brands. Two-hundred fifty-six participants (62.5% males, 37.5% females) (mean age = 19.9) were recruited from Bryant University and received extra credit in their MKT201 course for completing the survey. Each participant was randomly assigned one stimulus advertisement and was then asked to answer a questionnaire that featured measures of …
An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen
An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen
Honors Projects in Marketing
The goal of this research-based thesis was to uncover the prominent methods of connecting with fans and recognizing preferences of marketing messages to see if sustainable marketing will increase engagement on game-day or have a neutral impact. Research was conducted through an analysis of case studies from the perspective of teams, athletes, and venues. A survey was distributed to analyze fan behaviors related to the importance of sustainability, engagement preferences with marketing messages and overall impact of the sports space as a platform for sustainable messages. Survey results of sports fans showed that the connection with their favorite teams and …
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …
How Search Personalization Impacts Consumer Behavior, Jessica Taylor
How Search Personalization Impacts Consumer Behavior, Jessica Taylor
Honors Projects in Marketing
Almost half the world’s population is online, roughly 3.2 billion people and one of the main uses of the internet is for search. Search engines like Google receive over 63,000 searches per second on any given day, with users looking to find information to questions, interact with communities, and purchase products online. Personalization enables search engines to provide the most relevant results and helps companies reach their target audiences more efficiently. This study focuses on personalization and its various forms, including targeted advertisements, the disadvantages of search, Cookies, and data privacy. The goal of this study is to understand (a) …
Sales Position Mobility: Exploring Women's Mobility In Sales Positions, Nyatasha Jackowicz
Sales Position Mobility: Exploring Women's Mobility In Sales Positions, Nyatasha Jackowicz
Honors Projects in Marketing
This thesis consists of literature research and a survey study to answer the question "Is there a consistent movement over the course of a sales career from outside sales to inside sales among women" The survey will help find correlations between specific job qualities and how they link to inside and outside sales positions. The survey will find qualitative information on specific sales professional's career paths and provide an in-depth view on motivational and job factors that have also affected female salespeople's decisions to pursue inside sales roles over outside sales roles.
From Listening To Lyrics To Buying Brands: The Effectiveness Of Lyrical Product Placement, Mary Bridget Gomes
From Listening To Lyrics To Buying Brands: The Effectiveness Of Lyrical Product Placement, Mary Bridget Gomes
Honors Projects in Marketing
Brand placement is a nonconventional medium for companies to use to help consumers gain brand awareness and ultimately purchase a product. The purpose of this study was to investigate brand placement in different genres of songs to identify the participants’ degree of recall and recognition of these brands and determine if participants were enticed to purchase the brand, in order to draw conclusions of what genre and speed make a placement effective. Brand placement has been used in music videos, television shows and movies. Studies have seen a positive effect on purchase intent from these placements, yet there is a …
The Business Of Being Good: Crm Strategies And For-Profit Organizations, Danielle Crepeau
The Business Of Being Good: Crm Strategies And For-Profit Organizations, Danielle Crepeau
Honors Projects in Marketing
Many studies have measured the impact of cause related marketing (CRM) strategies on non-profit organizations, however few have been able to measure the impact that these strategies can have on the for-profit organizations employing them. This study hypothesizes that a co-branded CRM strategy will have greater benefits for a for-profit organization than will a jointly-branded strategy or no strategy at all. This hypothesis was tested using two studies, both with a 2x3 factorial design for firms with both a positive and negative brand reputation. It was found that, for an organization with a negative image, consumers viewed the organization more …
How Technology Has Changed Direct Selling, Robert Anthony Norris
How Technology Has Changed Direct Selling, Robert Anthony Norris
Honors Projects in Marketing
Traditional direct selling has undergone a dramatic transformation as new technology, products, and methods have developed over the last few years. The industry has adapted to these advancements in order to stay relevant in today’s changing market place. In some ways, these technological advancements have created opportunities, though some believe the essence of direct selling is now at risk. There has been little research in the field of direct selling and even less on the impact technological advances have on the industry or players involved. The purpose of this research is to uncover how the development of technology and social …
Five Seconds To The Ad: How Program-Induced Mood Affects Ad Countdown Effects, Tiffany Venmahavong
Five Seconds To The Ad: How Program-Induced Mood Affects Ad Countdown Effects, Tiffany Venmahavong
Honors Projects in Marketing
The study examines what effects a five second countdown warning will have on consumer’s attitudes towards the advertisement depending on the main program content. This study builds upon several theoretical models concerning program-induced moods in relation to viewer’s judgment to commercial advertisements. Findings from two studies suggest that program-induced mood systematically influences attitude toward the inserted ad with (vs. without) a five-second countdown: for the negative-affect program, attitude toward the ad was more positive when the ad was preceded by the countdown than when the ad was not preceded by the countdown. However, for the positive-affect program, attitude toward the …
Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker
Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker
Honors Projects in Marketing
Almost all companies engage in corporate social responsibility (CSR) programs, and often times consumers are unaware of this. As societal pressures on companies and organizations to be more responsible increases, so have the practices companies have undertaken. My research will examine the potential impact a company’s CSR information and practices have on a consumer’s purchasing intentions. It will answer the following two questions: Does CSR information have the ability to change a person’s purchase intentions in high and low involvement purchasing scenarios? Will a person’s individual level of social responsibility cause differences in purchase intentions among different purchasing scenarios? Exposure …