Psychology Commons^™

How Victoria Secret Marketing Affects Women’S Self Esteem And Body Image, Marianne Kamhazi

Global Strategic Communications Student Work

With society and media beauty standards, the ‘thin model ideal’ can have a detrimental effect on women’s self esteem and body image. Through extensive literature reviews, it can be seen how the media portrays body image of models which, in turn, causes women to be self conscious about their bodies and portrays unrealistic beauty standards. The research questions ask the impact of Victoria’s Secret marketing on body and self esteem issues and how do women feel when they see these models on their social media. The methods used were both a focus group and survey. Results support the research questions. …

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 …

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 …

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 …

Depth Of A Salesman: Exploring Personality As A Predictor Of Sales Performance In A Multi-Level Marketing Sample, Colleen Rose Miller

All Graduate Theses, Dissertations, and Other Capstone Projects

Despite its growing prevalence in the realm of sales occupations, multi-level marketing (MLM) and its primary participants are not very well understood. In particular, there is a dearth of understanding in terms of the differentiating characteristics of individual sellers who are financially successful in comparison to those who perform poorly. This study sought to fill in some of these research gaps by exploring the antecedents of sales success by examining the validity of personality as a predictor of sales performance in the context of MLM. While significant relationships were indeed observed between certain facets of personality (specifically components of conscientiousness, …

The Beauty Industry's Influence On Women In Society, Ann Marie Britton

Honors Theses and Capstones

There has been a significant amount of research done on the effect that advertising in the fashion and beauty industry has on women. By creating advertisements with unrealistic images of beauty, it has resulted in anxiety, low self-esteem, and low self-confidence in many women. Most of these negative emotions stems from unhappiness among body and appearance. Less research has been performed relating to cosmetics and how this can have an influence on women, and how women can use cosmetics to manipulate their appearance. This paper first discusses the existing research that focuses on the cosmetic industry’s influence on women. From …