Business Commons^™

Online Product Reviews: Effects Of Star Ratings And Valence On Review Perception Among Those High And Low In Need For Cognition, Jacquelyn L. Schreck

Honors Undergraduate Theses

The Internet is becoming the main source for various tasks, from learning, to working, and shopping. There are many websites one can use to shop. Almost all stores have a website from which you can order anything you might want. As online shopping becomes more prominent, it is important to understand the effects of the Internet and its product reviewers and, specific to this study, consumer decision making. This study seeks to understand the effect of star ratings and valence on review perception between the different cognitive levels of individuals. Recognition review perception, and intent to purchase were being measured. …

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …