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Articles 1 - 6 of 6
Full-Text Articles in Business
Politics Of Privacy: The Role Of Individual Political Views In Consumer Data Privacy Concerns, Connor Neill
Politics Of Privacy: The Role Of Individual Political Views In Consumer Data Privacy Concerns, Connor Neill
Honors Theses
Today, every choice that is made, from where to shop to what music to listen to, has turned into a reflection of one’s political views and identity. The main purpose of this research is to explore the relationship between an individual’s political views and his or hers attitudes toward the security of personal information in the consumer realm. Two studies were conducted in the form of surveys. The first study aims to measure the consumer’s trust and risk beliefs for a company of a certain size as well as their feelings toward the dimensions of control, collection, and awareness of …
Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen
Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen
Honors Theses
The COVID-19 pandemic reached the United States in January of 2020 and has since impacted nearly all industries, including advertising. Consumers, the guiding factors for all advertising strategies, faced drastic lifestyle changes and behavior shifts which sent current strategies askew. The virus has created insurmountable unknowns, thus advertising and marketing experts must rely on historical and recent data to develop strategies for brands forging ahead. COVID-19 is the first global crisis in the age of social media which has both helped and hindered communication during the crisis. Additionally, emerging influencer marketing strategies are proving more effective than ever as brands …
Green Marketing Effects On The Consumer, Alice O. Townsend
Green Marketing Effects On The Consumer, Alice O. Townsend
Honors Theses
The purpose of this study is to gauge the influence of green marketing efforts directed at the consumer. Green marketing is a marketing strategy used by businesses that emphasizes the environmental improvements a company has implemented. Green marketing is not a new concept but it is one that is still relevant to consumers and companies alike as concern for the environment continues to grow. This particular study looks at a relatively new frontier for green marketing in how it appears on social media by testing brand perception and purchase intent of an environmentally conscientious social media post by a consumer …
Becoming Our Parents: A Proposed Investigation Into Family Influence In Consumer Behavior, Katie E. Bowman
Becoming Our Parents: A Proposed Investigation Into Family Influence In Consumer Behavior, Katie E. Bowman
Honors Theses
Relationships between children and parents have been studied for years across multiple disciplines. Family ties affect countless decisions made throughout the world, making this study relevant to multiple researchers. The need to understand these family influences is particularly important within the business world. Because sales are the goal, being able to comprehend why a consumer purchases one product over the rest of its competition is crucial. This paper is focused specifically on the relationships between parents and their children and how that relationship affects the consumer behavior of the children. These relationships are being studied through intergenerational consumer patterns including …
Emotions Involved In Shopping At The Airport, Alexis D. Tymkiw
Emotions Involved In Shopping At The Airport, Alexis D. Tymkiw
Honors Theses
This paper examines the emotional motivations that drive consumers to shop at airport retailers. Airport retailing is a rapidly growing segment as airports continue to expand retail areas and the number of passengers increase each year. With larger retail areas, airports are beginning to resemble shopping areas. However, with higher prices and consumers experiencing time and space constraints, the airport is a very unique shopping environment. This paper explored two unique emotional motivations for shopping at airports: (1) to escape the stress of travel and (2) to eliminate boredom. Analysis of the in-depth interviews led to the development of four …
How Does Color In Package Design Lead To Emotional Appeal And Consumer Behavior?, Andrea Floyd
How Does Color In Package Design Lead To Emotional Appeal And Consumer Behavior?, Andrea Floyd
Honors Theses
Consumer behavior can be broken down into specific components including different behaviors, such as attention, motivation, and persuasion, which can all lead the consumer to purchase. Within the literature, there is a common order that consumer behavior tends to follow, and all consumers go through a series of steps in their decision process before making a purchase. Scholars claim that attention leads to motivation, which leads to purchase. Many scholars also recognize emotional appeal and emotional value and their large influence on consumer behavior. Attention, motivation, and purchase can all be provoked using emotional appeal. Scholars suggest that emotional appeal …