Social and Behavioral Sciences Commons^™

Effects Of Socioeconomic Status On Consumer Behavior And Attitudes Towards A Brand’S Image, Abbey Haymond

Honors Theses

This research seeks to understand more about the effects of socioeconomic background on consumer behavior and its impact on the perception of brand images. Data from people of different SES were compared to understand how they view advertisements intended for different audiences and their corresponding effects. It was conducted by sending out a confidential, voluntary survey to a convenience sample targeting 100 consumers. Consumers were asked to rate statements, on a scale of one to five, for each of the research questions to assess specific aspects of their consumer attitudes and behaviors. The high SES group has a higher average …

The Influence Of Female Creative Directors On Women Entering Advertising, Rachel Long

Honors Theses

In 2012, only 3 percent of creative directors in advertising were women. Today that ratio has reached more than 11 percent and is on the rise in hopes to reach 50 percent. This ascent has been encouraging for me personally; I would love to take part in a movement for greater diversity in the industry, and I feel fortunate and thankful for the women who got it started half a century ago. But beyond the women leading the ad industry, how is this rise helping young women preparing to become creatives and project managers? How does this movement translate beyond …

Trendjacking: A Social Justice Analysis, Rachel Finnegan

Honors Theses

The purpose of this paper is to look at the intersection of trendjacking and social justice within five specific advertisements targeted at an American audience from well-known brands. A variety of success in utilizing this intersection is presented and explained through an analysis of the advertisement, people highlighted, the brand’s financial giving and history, social media response, etc. The five brands examined are Pepsi, Dove, Nike, Airbnb, and Levi’s.

To successfully utilize social justice trendjacking, brands must be genuine and specific with their message, be prepared to explain their reasoning for their decisions, have the advertisements checked by many people …

Why Nebraska? An Analysis Of Unl's International Student Recruitment Touchpoints And Messages As Compared To Student Outcomes, Carolyn Willis

Honors Theses

With decreasing budgets and increasing political tensions, universities in the United States are embracing broader and more creative efforts to reach prospective international students. For such universities, international students are a lucrative recruitment population because they bolster enrollment numbers and tuition revenue while diversifying student bodies. Previous studies have shown that much university marketing to international students is deficient and of little use in helping prospective students make informed decisions (Baldwin & James, 2000), yet information search is a key element of buyer decision models (Beatty & Smith, 1987) as students evaluate educational options. This study sought to see, then, …