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Social and Behavioral Sciences Commons™
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- Keyword
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- Acculturation (1)
- Advertising (1)
- Attitude toward the Ad (Aad) (1)
- Communication (1)
- Conspicuous consumption (1)
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- Consumer socialization (1)
- Culture industry (1)
- Ethnic Identity (1)
- Experiential Marketing (1)
- False consciousness (1)
- Health Education (1)
- Health Literacy (1)
- Hispanics (1)
- Intersectionality (1)
- Language (1)
- Learning and Information Processing (1)
- Marketing (1)
- Sensory Marketing (1)
- Short- and Long-Term Memory (1)
- TV Commercials (1)
Articles 1 - 4 of 4
Full-Text Articles in Social and Behavioral Sciences
Corporate Sponsorship And The Consumer Socialization Of African American Women Athletes: A Qualitative Study, Tahla Monique Wade
Corporate Sponsorship And The Consumer Socialization Of African American Women Athletes: A Qualitative Study, Tahla Monique Wade
Open Access Theses & Dissertations
African-American consumption is a unique feature of the American consumer market. A characteristic of African American consumers is their participation in conspicuous consumption. A look into the sociological concept of consumer socialization can drive insight to what initiates purchases of this group. However, this is not studied as an evolving process. Over time, individuals may encounter several new influences that affect their consumer socialization and purchase behavior, including the possibility of corporate sponsorship. To explore this evolution, I examine if corporate sponsorships affect the consumer socialization of African-American women collegiate athletes. Fifteen NCAA Division I African-American women athletes from a …
Instilling Positive Beliefs About Organ Donation: An Information Processing Approach, Gerardo Jose Moreira
Instilling Positive Beliefs About Organ Donation: An Information Processing Approach, Gerardo Jose Moreira
Open Access Theses & Dissertations
The number of those seeking a kidney donation in the United States continues to increase while the number of donors is not growing at the same rate (U.S. Department of Health and Human Services USDHHS, 2010). The lack of donations is more prevalent in low health literate communities which suffer from misinformation and ultimately negative beliefs toward organ donation. Thus, it is important to understand how marketing efforts can effectively change individuals' beliefs about organ donation.
Drawing on the Self-Determination Theory and Schema Theory, I proposed that the effectiveness of health education programs, which is to motivate individuals to be …
Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill
Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill
Open Access Theses & Dissertations
ABSTRACT
Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …
Acculturation Effects On Preference For English And Spanish-Language Tv Commercials Among Hispanic Audiences Of Mexican Descent, John Burton
Open Access Theses & Dissertations
The growth of the U.S. Hispanic population and its purchasing power over the past twenty years continues to be monitored closely by corporate interests anxious to gain market share and brand loyalty of the segment that now represents the largest minority group in the country. Marketers continue to look for competitive advantages in effectively communicating targeted messages to Hispanics in order to increase revenues and profits.
This study focused on the historically dominant mass-reach medium of television and explored concepts of acculturation theory to examine the effects of acculturation sub-dimensions on TV commercial language preference and attitudes among Hispanic audiences …