Community Psychology Commons^™

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Asians Applying For Postsecondary Success: Students, Schools, And Socioeconomic Status, Avery M.D. Davis

Dissertations, Theses, and Capstone Projects

Higher education recruitment rates are rapidly declining as schools are stymied by dynamic demographic shifts and a competitive ecosystem. Despite the constant realities of this challenge for tertiary institutions, the complexities of the interplay for demographics, student motivation, parental influences, and school environments during the postsecondary education application process is often overlooked. This thesis analyses how these four domains impact Asian American students within the Education Longitudinal Study (ELS) in terms of the number of postsecondary schools to which they apply? This study examines a sample (N = 662) of the ELS by employing multivariate regression analysis on the number …