Student Research Projects

Survey of young consumers examining recognition, following behavior, and parasocial relationships with social media influencers. Includes measures of influencer sponsorship awareness, platform usage (Instagram, YouTube, Twitch, TikTok, Facebook, Reddit), and purchase behaviors.

Study of clothing shopping behaviors, priorities, and brand engagement. Respondents reported retail spending, online vs. in-store preference, and brand selection from both fast-fashion (Shein, H&M, Zara) and sustainable retailers (Patagonia, thrift stores, thredUP). Includes sustainability values assessment.

Brand perception and evaluation study of three San Diego-area coffeeshops: Dark Horse, Better Buzz, and Starbucks. Includes coffee consumption habits, spending patterns, and comparative brand perceptions.

A/B experiment manipulating whether coffee shop concepts were labeled as created by humans or generated with AI (4 levels of AI reliance). Includes open-ended and closed-ended sentiment toward the concept, plus demographics and technology attitudes.

Survey of 18+ adults exploring reasons for eating plant-based alternatives, brand recognition, spending and consumption frequency, plus an A/B experiment testing impact of prominent vegan logos on packaging.

Study of alcohol brand perceptions (focusing on hard seltzer brands), with emphasis on gendered brand identity assessment. Includes measures of brand personality and gender-fluid perceptions. Respondents assessed whether brands were perceived as male, female, or gender-neutral.

Survey exploring consumer sentiment and brand attitudes during the COVID-19 pandemic and Black Lives Matter movement. Includes emotional health measures, spending patterns across product categories, and brand engagement with social causes.