Social and Behavioral Sciences Commons^™

Colgate-Palmolive Customer Development Year-Long Internship Project, Maggie Johnson

Marketing Undergraduate Honors Theses

From June 2021 to May 2022, I had the privilege of being the Customer Development Intern in the home care department at Colgate-Palmolive. In this thesis I will unpack the experience of working with Colgate Palmolive, specifically as it pertains to my largest project for the company.

The genesis of the project was informed by observations of the company over the course of the internship. The company had a noticeable gap in the data collection tools it was utilizing. I, along with the manager and analyst of the home care team, identified a solution by using Walnut in Google Data …

Corporate America Gives Back: Exploring The Best Practices And Implemented Programs That Help Combat Food Insecurity In America, Emily Uvaney

Marketing Undergraduate Honors Theses

As businesses of all types become more self-aware and responsive to consumers’ interests, they are quickly adapting their business models to include pillars of philanthropy. Philanthropic qualities are especially important in regards to the CPG industry (consumer packaged goods) since they often produce food products. Many consumers and analysts believe that CPGs have a moral obligation to cater to people with various types of dietary needs, restrictions, and preferences while also helping customers meet their nutritional minimums. Companies can aid consumers in a plethora of ways. Beneficial programs can include initiatives like fundraising, food drives, internal employee assistance programs, and …

How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart

Marketing Undergraduate Honors Theses

Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …

A Country Prospering On Abuse: Migrant Worker Exploitation And Labor Reform In Qatar, Emma Towe

Marketing Undergraduate Honors Theses

The countries of the Gulf Cooperation Council rely on migrant workers to drive their economies and perform hard labor while simultaneously abusing these workers through the kafala (sponsorship) system. Qatar is not an exception to this rule, even as labor reforms are being implemented. When Qatar was awarded the responsibility of hosting the 2022 FIFA World Cup, an international spotlight on labor abuses followed. Although Qatar has responded by enacting labor reforms, strong evidence shows continued abuse and lax enforcement of new polices. While the economy of Qatar thrives, overworked, underpaid migrant workers, who have little to no rights, continue …

Psychological Scene Gist And The Perception Of Sustainable Business Models Via Digital Media Audit, Shelby Hansen

Marketing Undergraduate Honors Theses

The technology space is giving rise to new business models that impact how we interact with companies, the causes we are interested in, and even our perception of how we process information. Within those contexts, I will be using the psychological concept of scene gist to explore the sustainable business model of clean beauty and investigate the technological ways that these companies interact with Gen Z consumers via social media. Gen Z consumers want to interact with companies who are socially responsible and who contribute to causes they believe in. The clean beauty trend is spearheading efforts to eliminate harmful …

The Apparel Industry And The Lasting Impact Of Fast Fashion, Katelyn Collison

Marketing Undergraduate Honors Theses

Personal style is how everyone expresses their individuality and personality; there is nothing inherently wrong with wanting to buy clothes to do that. The issue arrives when big corporations take advantage of this and sell products to consumers that end up hurting rather than healing. It is often forgotten how much of an impact big business has on our everyday lives; they can affect our economy, our atmosphere, or even our daily interactions. Customers are beginning to realize that there are positive and negative consequences to their purchases. On one hand, shopping is a great way to boost the economy, …

Brave New World Reboot: Technology’S Role In Consumer Manipulation And Implications For Privacy And Transparency, Allie Mertensotto

Marketing Undergraduate Honors Theses

Most consumers are aware that our data is being obtained and collected through the use of our devices we keep in our homes or even on our person throughout the day. But, it is understated how much data is being collected. Conversations you have with your peers – in a close proximity of a device – are being used to tailor advertising. The advertisements you receive on your devices are uniquely catered to your individual person, due to the fact it consistently uses our data to produce efficient and personal ads. On the flip side, our government is also tapping …

The Bridge To Closing The Green Gap, Samantha Rife

Marketing Undergraduate Honors Theses

In today’s society, we have seen the theme of green consciousness and sustainability become more prevalent as the years pass by. Even as this concept seems to increase in consumer engagement there is not a proportional increase in consumer behavior. This is what is referred to as the gap between green consciousness and green consumerism. Many believe the root of this issue can be solved by increasing regulations. However, I believe this gap can be narrowed by using brands to shift consumers behaviors through their message. The main question that I want to focus in on is, “Can a brand …

Media’S Portrayal Of Women And Its Impact On Body Image And Self-Esteem, Hannah Bareis

Marketing Undergraduate Honors Theses

This project addresses the portrayal of women in media and its damaging effects on body image and self-esteem. It raises two critical questions: What negative impact is media creating on women? What can be done to combat these destructive effects?

According to a study done by Common Sense Media, "American teens use an average of 9 hours of media daily, not including for school and homework" (Common Sense Media, 2015). This data, along with many others, shows the severity of media exposure to teens. This has brought a valuable discussion to the table. How has this impacted female body image, …

The Impact Of Socioeconomic Status On Single Women, Catherine Martens

Marketing Undergraduate Honors Theses

Since its formation in the 1700’s, America has been home to varying degrees of discrepancies between social classes, which include assumptions inherently held within these differences. Considering the fact that America was largely built by the hands of human slaves ruled by those with political influence often landowners, social hierarchy has been intricately woven into the fabric of America’s story from the beginning. Despite the progress that has been made to create and advance equal economic opportunity, there is still a considerable lack of social mobility available for those in lower socioeconomic statuses. More specifically, the impact of poverty is …

The Reality Of The Refugee Crisis In Italy: A Look Into The Lives Of Illegitimate Refugees And The Unofficial Organizations That Support Them, Cole Mcquirk

Marketing Undergraduate Honors Theses

The words written on the United States of America’s famous Statue of Liberty, written by poet Emma Lazarus over a century ago:

Give me your tired, your poor,

your huddled masses yearning to breathe free

The wretched refuse of your teeming shore. . . .

America and Europe alike have forgotten the sacred words that gave hope to so many 100 years ago. Many use phrases like “floods of people” or “swarms” to describe those who leave their countries for a life in the Western world. Which of the refugees welcomed into the most powerful country in the world were …

An Independent Record Label Business Plan, Jack Raybuck

Marketing Undergraduate Honors Theses

A business plan created for an independent record label based in Los Angeles, California. The record label is focused on solving the gender inequality problem that currently exists in the music industry.

The Recession Of 2008: For Better Or For Worse, Kelsy Litchenburg

Marketing Undergraduate Honors Theses

With nonstop discussion about the current recession in the government, news, classroom, social media, and any other type of communication outlet, there is seldom a minute that Americans are not impacted by our current economic condition. Constantly, we are faced with pitfalls of the recession, like job loss and a declining house market, but who is to say that the motion of our economy doesn't follow Newton's third law stating that for every action, there is an equal and opposite reaction? Meaning that for each negative this recession brings, might there also be a positive social effect as well? After …