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Full-Text Articles in Business
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Honors Projects in Marketing
As technology boomed at the end of the 20th Century and into the 21st Century, the methods young adults use to manage their finances have also evolved. Between moving financial investing and banking to the internet, robo-advising apps, college debt, and the generational reaction to the 2008 Financial Crisis, the world of investing has taken a drastic turn when it comes to young investors. The purpose of this study is to examine the financial habits of Generation Z in order for financial planning companies to better market to the upcoming Generation Z. A survey was used for this study to …
Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins
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 …
The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu
The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu
Honors Projects in Marketing
There is an abundance of research that analyzes country of origin (COO) and its effect on consumer behavior; however, many of these studies are in relation to products unrelated to fashion. In addition, there are a plethora of studies that discuss price transparency and product transparency. Though, most of this research is also unrelated to the fashion industry. There is also a significant lack of COO studies in relation with price and product transparency. This current study aims to focus on developing new methods of marketing in congruence with COO and fashion products. Utilizing a between-subjects experimental design, 2 (country …
Deception Perception: The Marketing Of Student Loans, Lauren Roth
Deception Perception: The Marketing Of Student Loans, Lauren Roth
Honors Projects in Marketing
Marketing from student loan servicing companies tend to omit important information, thus deceiving borrowers. These companies may be taking advantage of students' position as vulnerable consumers with limited information to maximize their own profits. This study explores the relationship between deceptive advertising from student loan servicers and its effects on consumer perceived deception, student trust in the loan servicer, and student satisfaction in their borrowing decisions. Consumer perceived deception (CPD) is the extent to which a consumer believes the ad they were exposed to tends to mislead them. To test the hypotheses, an experiment was conducted, and a questionnaire was …
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
Honors Projects in Marketing
This study examines the gender role of a spokesperson and a type of sports in the "Match-Up Hypothesis." Two studies were conducted to test the effectiveness of sports advertisements for a gym membership: in a 2x2x2 experiment, the gender of the spokesperson, a type of sports, and the gender of the consumer are manipulated. Results indicated that females have a higher expectation of improvement when the gender of the endorser does not match the sport (Breaking the Glass Ceiling Effect). In contrast, males have a higher expectation of improvement when the gender matches the sport.
The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard
The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard
Honors Projects in Marketing
This study examines the effects of sponsorship disclosure by social media influencers on consumer perceptions. Influencers on the social media platform Instagram were focused on, testing consumer perceptions of trust, relevance, engagement, feelings towards the brand, and purchase intentions. The study was done through exploratory survey research analyzing the effects of different sponsorship disclosures on the variables (N=93). The study found a sponsorship announcement to show significantly positive results across the variables, with a discount code also shown to be significantly positive towards purchase intentions.
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Honors Projects in Marketing
Cause related marketing efforts by multiple brands have grown over the past few years. With the growth of social media and even more awareness for multiple causes, consumers are pickier when it comes to brands that supports them. While many studies have been done when it comes to “greenwashing” (the tactics of brands to show their green initiatives), there are still more that needs to be done to understand the impact of “rainbowashing” marketing methods on consumer purchase intention. The importance of this study and how it can affect businesses are discussed. To get a feel for the potential effect …