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Perceptions in Advertising: An Examination of Body Diversity, Consumer Responses, and Preferences
No full textMotivated by the dynamic intersection of consumer behavior, societal perceptions of beauty, and the body-positivity movement, this research delves into the impact of body-positive portrayals of women in advertising on the willingness of female consumers to pay for women\u27s athletic wear. As conventional beauty norms face challenges, the critical question arises: are the changes in marketing strategies merely symbolic or do they result in tangible shifts in consumer preferences? Employing an online survey and regression analysis, participants were exposed to ads featuring either conventionally thin or plus-size models, exploring mediating factors such as self-esteem and model identification. Contrary to the primary hypothesis, the study\u27s findings did not substantiate that exposure to conventionally thin models increased the willingness to pay for women\u27s athletic wear significantly. Instead, the results indicated a noteworthy trend favoring the secondary hypothesis, suggesting that women with an underrepresented body type exhibited a higher willingness to pay when the product was advertised by a plus-size model. This study contributes valuable insights into economics and marketing, illuminating the intricate relationship between body-positive imagery, consumer behavior, and societal beauty standards. The findings indicate a potential need for the fashion industry to adapt marketing strategies to align with the evolving landscape of consumer preferences, promoting inclusivity and challenging traditional beauty ideals in advertising campaigns
Adapting to Thrive: Feminist Identity Formation and Maintenance through Adjustment in Action and Care as Activism
No full textFeminist scholarship is deeply interested in the role of identity in feminist activism, yet the nature of feminist identity itself, its formation and maintenance, is not often discussed above and beyond activist action. In this study, I attempt to shed light on how contemporary feminist identity is formed and maintained as a continuous practice, by arguing that one\u27s feminist identity is more than a motivation for political protests. This work begins by exploring the previous literature related to this topic, which is followed by the analysis of theoretical frameworks, including dramaturgical analysis (Goffman, 1959), social identity theory (Tajfel & Turner, 1979), and Nepantla (Anzaldúa, 2015). By looking at feminist identification as a process rather than a singular point of one\u27s life, I argue that feminist identification involves maintenance work across life stages, implying that feminist identification is a life-long, both collective and individual project. This study employed semi-structured interviews with eight self-identified feminists. The results are analyzed with common themes that emerged through the interviews. The findings of this research may not provide a generalizable account of the process of feminist identity formation and maintenance, as the participants of this study compromise only a small subset of people who take on this identity. Through this study, I aim to illuminate the various ways my participants engaged with feminism, and how their identity exists in the constant flow of time as they dealt with unexpected changes in social environments. Future research can address the limitations of this study by expanding participants both in terms of numbers and demographics
All “Wrapped” Up: Strangers Predict Personality Looking Only at Spotify Listening Habits
No full textPersonality can be represented in many different forms, including musical preferences. Previous research has shown personality can be predicted by a person’s behaviors, even at the level of zero-acquaintance. This study aims to investigate if strangers can accurately predict other peoples’ personality based only on their musical preferences. The current study additionally examined if people could associate certain elements of music listening habits with the Big Five personality constructs across raters of personality. Pearson’s correlations were used to examine the relationship between observers’ ratings of personality and the self-reported personality scores using the Big Five Personality Index (BFI) of those Spotify Users. Pearson’s correlations were also used to investigate the relationship between Spotify Users’ perceived personality ratings (PPR-S) and observers’ personality ratings of them, and interclass correlation was used to determine inter-rater reliability. Results showed observers personality ratings did not significantly match with BFI scores; however, Spotify Users’ PPR-S significantly agreed with the observers. In addition, there was good to excellent inter-rater reliability between all observers of personality
Unpacking the Impact: Analyzing Airbnb\u27s Influence on Housing Prices in Urban Markets
No full textThis paper examines the effects Airbnb has on housing prices. Airbnb empowers homeowners by offering them the opportunity to rent out their properties for short durations, playing a significant role in the home-sharing economy. The introduction of short-term rentals (STRs) has had a notable impact on the housing market, although the extent of this influence remains somewhat unknown. There is evidence to suggest that STRs contribute to rising housing prices, emphasizing affordability challenges for buyers and renters alike
Exploring the Increased Utilization of BIPOC (Black, Indigenous, and People of Color) Celebrities in Commercial Brand Strategy
No full textThe purpose of my independent study research was to explore the relationship between the increase in utilization of BIPOC (Black, Indigenous, and People of Color) celebrities and their influence in commercial brand strategy. The efficacy of commercial brand strategies can be comprehensively understood through an examination of their multifaceted roles in shaping consumer perceptions, cultural resonance, and social change. Businesses use celebrities and influencers to help humanize their brands, allowing them to connect to audiences in a more relatable and authentic manner; the same can be said when implementing BIPOC actors, characters or likenesses within a commercial campaign.
I began my research with grasping an understanding of advertising’s unique capability to yield both economic and cultural power, as it is important to understand the relationship of influence between the advertisers and society. Over its history, advertising tended to both underrepresent or misrepresent groups in society and was guilty of perpetuating stereotypes and reflecting specific cultural values that echo and reinforce certain attitudes, behaviors, and values more frequently than others. As a modern response to combat these issues, many companies have adopted and implemented a DEI (Diversity, Equity, and Inclusion) framework into their brand’s values, identity, and strategies. When done the right way, implementing BIPOC celebrities and characters into a campaign fosters authentic values integrated into a brand that consumers can believe and appreciate. On the other hand, brands that that are driven by economic success risk their audience to perceive their efforts as a façade which negatively impacts the credibility of their brand and ability to generate profit.
Upon thoroughly researching my topic, I proceeded to interview six people of color to produce my documentary “Faces for Profit”, where their thoughts, opinions, and criticisms were captured and used to present my topic creatively. The purpose of this film is to raise awareness of the increased BIPOC representations in commercial brand strategies and highlight its implications
Bills, Bias, and Labor Market Outcomes: Examining U.S. Transgender Workers’ Economic Experiences During The 2020s Rise of Anti-Transgender Legislation
No full textTransgender people are an understudied population in economics but it has become clear that they face economic disparities: it is worth investigating the causal mechanisms of these in the interest of social justice and equity. This paper looks at potential relationships between legislation restricting the rights of transgender people in the past three years in the United States, bias against transgender people, and their economic outcomes. I used data from the U.S Census Bureau’s Household Pulse Survey and the Trans Legislation Tracker from 2021 – 2023, as well as conducting a survey with transgender people to investigate possible relationships. I did not find any statistically significant relationships in the interaction term between transgender people and anti-trans legislation. However, the transgender variable was significant in the negative direction for public insurance presence and in the positive (no job loss) direction for a recent job loss variable. I found qualitatively that transgender people implement avoidance strategies in hostile environments that could decrease their pool of economic opportunities
Exploring Trauma and Substance Use in Marginalized Emerging Adults Populations Utilizing Coping Mechanisms as a Mediating Variable
No full textThis study aimed to identify if a mediating relationship between trauma symptomatology, substance use, and coping mechanisms was present in emerging adults ages 18-29. Individuals who are a part of one or more marginalized groups often face minority stress, which refers to discrimination faced due to an aspect of one’s identity. Data was collected from 63 participants who had to identify as either LGBTQ+ or ethnically marginalized. This study utilized minority stress theory to determine if marginalized individuals are more likely to engage with substance use to cope with discrimination trauma. Participants completed measures regarding coping mechanisms, substance use, discrimination, heterosexism, and psychological well-being. Coping mechanisms and substance use were positively related, a finding that supports the idea that substance use is often utilized as a maladaptive coping resource. Coping mechanisms and heterosexism were also positively related, suggesting that the more heterosexism an individual experiences, the more frequently they will engage with coping mechanisms. Although no mediating relationship was identified, this study provides support for the idea that substance use is often utilized as a coping mechanism, particularly in marginalized individuals, to cope with discrimination and stress. Furthermore, it highlights the importance of analyzing substance use as a maladaptive coping mechanism in future research and extending mental health resources to various marginalized communities. Additionally, this study identified the importance of further researching different marginalized groups of people, how they cope with discrimination trauma, and if these coping mechanisms are adaptive or maladaptive
Revolutionizing Digital Entrepreneurship: The Digital E-Commerce Innovation Framework (DEIF) as a Catalyst for Entrepreneurial Success
No full textThe research introduces the Digital E-commerce Innovation Framework (DEIF), a strategic tool for navigating the digital e-commerce landscape. Entrepreneurs face the challenge of identifying and validating new business ideas within this rapidly evolving sector. While valuable, traditional strategic frameworks like Porter\u27s Five Forces and SWOT Analysis often fall short in addressing the dynamic nature of digital commerce. The DEIF aims to bridge this gap, providing a structured, adaptable approach tailored to digital entrepreneurship. The framework is designed through an extensive review of existing frameworks and my experiences in the digital commerce sector. DEIF comprises two main phases: Opportunity Identification and Idea Validation. The paper underscores the necessity of a new framework like DEIF that integrates the strengths of existing models with the requirements of the digital e-commerce environment. It proposes a framework that not only aids in conceptualizing and refining business ideas but also ensures their market relevance and customer alignment. DEIF synthesizes traditional strategic insights with modern entrepreneurial methodologies, offering a robust toolset for analyzing market dynamics, engaging with potential customers, and refining business concepts based on empirical data. The practical application of DEIF is demonstrated through the B2M case study, highlighting the framework\u27s adaptability and effectiveness. The incorporation of custom AI models into DEIF showcases a novel methodology for enhancing the opportunity identification and idea validation processes, making DEIF a practical and valuable resource for digital entrepreneurs. The DEIF\u27s development and validation from thirty-seven businesses mark an advancement in entrepreneurial strategy, equipping digital entrepreneurs with the necessary insights, tools, and confidence to succeed in the digital commerce realm. The study also acknowledges its limitations, including the reliance on a single case study and the need for continuous updates to maintain DEIF\u27s relevance. Future research directions include broadening the framework\u27s applicability across various digital commerce sectors, refining AI integration, and exploring emerging technologies to enhance the DEIF process
