Business Commons^™

Text Size Impact Of Responsibility Messages In Magazine Alcohol Advertisements Among College Students, Sumin Shin

Masters Theses

Although warning labels on products and in advertising have been much studied and discussed in the past several decades, the effect of text size on recall of these messages has been largely ignored, particularly with regard to alcohol advertising. Guided by the bottom-up model of visual attention processing, this study hypothesizes that a responsibility message with larger text attracts more consumer attention and creates greater message recall. One hundred twenty three magazine alcohol ads were collected in preliminary research, and the average size of their responsibility messages was found to be approximately 6 points. An experimental survey of college students …

Marketing Opportunities For Small-Scale Organic Wine Producers In Slovenia: Proposing A Wine Cluster Model, Maja Djorcev

Masters Theses

The organic wine sector provides high quality artisan products as well as public goods and services and is gaining an importance in a global context. As such, this approach to wine production is seen as a potentially significant source of economic development and an initiator of change in local, rural areas. However, despite recent growing public and scientific interest in alternative approaches farming, organic wine production is still poorly researched.

This thesis focuses on examining the characteristics, challenges, and goals of the organic wine sector in Slovenia through the eyes of ten participant winemakers. Each participant winemaker is a small-scale …

Intensity Of Adoption Of Direct Marketing Strategies Among Fruit And Vegetable Farmers In Tennessee, Carey Ann Wolanin

Masters Theses

Consumer interest in fresher foods has increased over the past few years and has stimulated the growth of direct-to-consumer outlets. Tennessee currently hosts many types of direct food outlets, including farmer markets, CSAs, roadside stands, and pick-your-own operations. Using data from a 2011 survey of Tennessee fruit and vegetable producers, factors associated with the percentage of sales fruit and vegetable producers make through direct-to-consumer outlets or intensity of adoption of direct-to-consumer marketing strategies are evaluated using fractional logit and logit regressions. Findings suggest that the percentage of sales a producer makes through direct-to-consumer outlets is associated with farmer age, the …

Location And Competitive Strategy In Retail: The Case Of Gamestop In Michigan, Karl P. Schrantz

Masters Theses

The State of Michigan offers a unique retail environment that offers a diverse arena for firms to interact and compete in. The state has many cities of different size and a multitude of retail chains that operate within them. Over the past two decades this competition has become even stiffer with the rapid growth of big box retailers. In spite of this general notion there are often the less known stories of small retailers that have been able to compete and survive big box retailing. This research aims to assess how a smaller retail chain, GameStop in this case, is …

Students' Consumption Of Healthy Food Items Using A Social Marketing Intervention, Kayla Autumn Dalton

Masters Theses

This study was an analysis of student eating habits in an "all-you-care-to-eat" dining center at a mid-size, four year, Midwest residential institution. The present, quantitative study was replicated based off a study conducted in 2008 at a similar Midwest university by Diana Poovey Duncan. The present study examined college students' (n = 218) eating habits and consumption patterns over a nine-week study period. Participants were solicited to take the pre-intervention survey in person with incentives during the second week of the study while a post-intervention survey was sent electronically during the seventh week only to those whom provided an …

Women Authors Of Technical Writing Textbooks From 1923 To 1973, Melissa Nicole Wampler

Masters Theses

"The published histories of technical writing textbooks do not usually include many women-authored textbooks. To find out why women-authored textbooks have been marginalized in these pedagogical histories, I selected seven women-authored textbooks and four men-authored textbooks published from 1923 to 1973, investigated the backgrounds of the authors and key features of their textbooks, and used the collected data to compare the women-authored textbooks to the men-authored textbooks. I was not able to find any reason why the women-authored textbooks have been or should be marginalized in histories of technical writing textbooks; however, my study had several limitations. My thesis begins …

Lexis In Chemical Engineering Discourse: Analyzing Style In Chemical Engineering Research Articles Through A Rhetorical Lens, David Lamar Young

Masters Theses

"This study examines the style of chemical engineering research articles to discover stylistic trends that may be applicable to authors looking to publish their own research. Rhetorical stylistic analysis was used as a research method to allow for thorough analysis of all articles in the sample. Ten research articles from the two prominent chemical engineering journals were chosen using specific criteria to constitute a sample of articles that could most accurately represent the population of chemical engineering research articles. Each article was then analyzed line by line to identify markers of chemical engineering research article style, including the following: ▬Use …

Corporate Social Responsibility And Team Identification In Professional Sports, Lisa Schleef

Masters Theses

Corporate social responsibility (CSR) programs are becoming more relevant, especially in professional sports. Community members have begun to expect sport organizations to have charitable foundations, given that they are in a perfect position to have successful CSR programs. Explained through team identification and social identity theory, CSR programs provide a great opportunity to bring fans together and foster team identification. CSR programs should help fans develop a positive social identity, by allowing them to become part of a group and interact with other fans. If a person is a fan of a team that helps its community and does good …

Pygmalion Music Festival As Alternative Media? A Critical Analysis Of The Intersection Of Independence And Corporatization, Patrick R. Singer

Masters Theses

This study of Pygmalion Music Festival utilizes a theoretical framework of alternative media theory to analyze the festival's position in independent and corporate music festival and concert production. Pygmalion Music Festival is a mid-sized independently owned and operated music festival held annually in Champaign-Urbana, Illinois. This research investigates the progression of independent ( or "indie") music culture, how the industry has gradually become co-opted by the corporate music industry, and how Pygmalion Music Festival is situated within the indie/corporate binary. This binary is not black and white, rather an intersection that creates a blurred area between the two. "Indie" artists …