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- All Subjects: Marketing
- Creators: Barrett, The Honors College
It was hypothesized that information about current romantic involvement could make a male target more attractive to females. A 2 (Gender) X 4 (Romantic Involvement: Current Romance, Past Romance, Friend, and Control) factorial design was created to test competing predictions from scarcity/reactance, impression-formation, and sociobiological perspectives. A total of 235 male and female subjects saw a photograph of an opposite gender target person, then read a brief description about the target that contained one of the three involvement manipulations, or contained no involvement manipulation (Control). Subjects then rated the target along a 14 item scale to measure romantic attraction. ANOVA and MANOVA results revealed main effects of Gender and Romantic Involvement. Simple effects for Romantic Involvement were found for female, but not male subjects. A priori contrasts testing the predictions from the competing theoretical perspectives provided support only for the socio-biological prediction for female subjects.
Meanwhile, digital is still being defined, as countless people work to determine best practices and reconcile the unending amount of information available into something that can be used. Trends in digital include the concept of new media, blogging, social media and new channels of media. Overall, we are seeing a shift to user-‐ generated content, available all the time, and a proliferation of content being created and published on the Web.
Some of the ways these two industries are colliding include the rise of lifestyle bloggers, developments and usage of technology, an abundance of new e-‐commerce models, and finally, a shift in the ways consumers curate and discover products online.
Predictions for the future include a more streamlined and user-‐friendly process for search and product discovery online, increase in social commerce and personalization of products, and finally, a return to brick and mortar shopping, but with an improved, experiential model. These trends will affect industry stakeholders dramatically, and so necessary actions for these stakeholders are also discussed, such as allocating more resources to content generation and e-‐commerce, giving consumers the ability to personalize, and improving their physical shopping experiences to provide something valuable and entertaining.