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Articles 1 - 4 of 4
Full-Text Articles in Marketing
Was Television Responsible For A New Generation Of Smokers?, Michael Thomas
Was Television Responsible For A New Generation Of Smokers?, Michael Thomas
Marketing
Consumers’ response to mass media can be difficult to assess because individuals choose for themselves the amount of media they consume, and that choice may be correlated with their other consumption decisions. To avoid this selection problem, this article examines the introduction of television to the US, during which some cities gained access to television years before others. This natural experiment makes it possible to estimate the causal impact of television on the decision to start smoking, a consumer behavior with important public health implications. Difference-in-differences analyses of television’s introduction indicate that (1) television did cause people to start smoking, …
Political Consumerism And Branding: An Analysis Of The Exploitation Of Political Movements For Brand Equity And Profit, Ashley Simkovitch
Political Consumerism And Branding: An Analysis Of The Exploitation Of Political Movements For Brand Equity And Profit, Ashley Simkovitch
Honors College Theses
This article discusses the ways in which companies and brands project certain political affiliations to consumers. The exploitation or co-option of political or social movements in branding and advertising has been seen for decades, and it is now particularly prevalent since the election of President Trump. In order to be competitive in an era of political consumerism and an age when brands are expected to make a statement or take action regarding political movements, they are facing an increased pressure to integrate values into their brand identities in order to connect to consumers. In this essay, I ask how the …
Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr
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.
Portrayals Of Hispanic Americans In Magazine Advertising: A 15-Year Analysis, Ivonne Torres
Portrayals Of Hispanic Americans In Magazine Advertising: A 15-Year Analysis, Ivonne Torres
Atlantic Marketing Association Proceedings
No abstract provided.