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The Effect Of Color In Advertising Among Low And High Self-Monitors, Anne Reardon
The Effect Of Color In Advertising Among Low And High Self-Monitors, Anne Reardon
Honors Theses
Prior research on self-monitoring has indicated high self-monitors will moderate their behavior based upon their environment, whereas low self-monitors listen to internal cues to make behavioral decisions. Within the consumer research, there appears to be individual differences in product evaluation. Self-monitoring orientation has emerged as one explanation for variance in product assessment. High self-monitors have indicated to be more receptive to image-based advertising. Conversely low-monitors have shown to be drawn to quality-based advertisements. Thus, other attributes such as product design, specifically color, appear to be moderators in product assessment among high and low self-monitors. The current research examined the possible …
Global Reach, Local Markets: The Challenges Of Leading Global Innovation, Sarah Higgins
Global Reach, Local Markets: The Challenges Of Leading Global Innovation, Sarah Higgins
Honors Theses
This Global Studies honors thesis addresses how managers and leaders of global firms manage innovation across multiple markets. Current research on multinational corporations provides an understanding of different kinds of innovation and the ways to attend to multiple markets. However, there is less documentation of how these innovation strategies are actually implemented on the ground and the tensions that these efforts might produce. Therefore, my research focuses in particular on the challenges and tensions faced by leaders of global firms as they implement transnational innovation strategies. This study is based upon in-depth interviews with 20 participants who held positions in …