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The Value in Marketing: The Influenc...

Banuelos, Melissa.

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The Value in Marketing: The Influence of Memory on Marketing Campus Activities.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Value in Marketing: The Influence of Memory on Marketing Campus Activities./
Author:	Banuelos, Melissa.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	58 p.
Notes:	Source: Masters Abstracts International, Volume: 82-12.
Contained By:	Masters Abstracts International82-12.
Subject:	Higher education. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28496159
ISBN:	9798505544655

The Value in Marketing: The Influence of Memory on Marketing Campus Activities.
Banuelos, Melissa.

The Value in Marketing: The Influence of Memory on Marketing Campus Activities. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 58 p.

Source: Masters Abstracts International, Volume: 82-12.

Thesis (M.A.)--Rowan University, 2021.

This item must not be sold to any third party vendors.

The following mixed methods study sought to uncover relationships among value, identity, and memory to aid in the utilization of value in marketing campus activities. 12 students participated in a free recall memory task as well as a word value ranking task to help better understand possible relationships. There were no significant differences in the number of words recalled based on a participant's affiliation with a specific identity group. There was also no significant relationship between word value and frequency was found. However, following the completion of the quantitative portion of this study, four of the 12 participants engaged in narrative letter writing regarding the concept and personal definition of value(s). Using the Values Coding technique, four emergent values were uncovered: enjoyment/happiness, celebration, community, and self. Findings regarding current student values could prove useful in creating targeted marketing to increase interest and attendance for campus activities. Also, limited significant relationships provide direction for future researcher replication and potential for improvements to study.

ISBN: 9798505544655Subjects--Topical Terms:

641065
Higher education.
Subjects--Index Terms:

Memory

The Value in Marketing: The Influence of Memory on Marketing Campus Activities.
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500 $a Source: Masters Abstracts International, Volume: 82-12.
500 $a Advisor: Wright-Mair, Raquel.
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506 $a This item must not be sold to any third party vendors.
520 $a The following mixed methods study sought to uncover relationships among value, identity, and memory to aid in the utilization of value in marketing campus activities. 12 students participated in a free recall memory task as well as a word value ranking task to help better understand possible relationships. There were no significant differences in the number of words recalled based on a participant's affiliation with a specific identity group. There was also no significant relationship between word value and frequency was found. However, following the completion of the quantitative portion of this study, four of the 12 participants engaged in narrative letter writing regarding the concept and personal definition of value(s). Using the Values Coding technique, four emergent values were uncovered: enjoyment/happiness, celebration, community, and self. Findings regarding current student values could prove useful in creating targeted marketing to increase interest and attendance for campus activities. Also, limited significant relationships provide direction for future researcher replication and potential for improvements to study.
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