2020-

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https://hdl.handle.net/10217/182111

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Open Access
Cis-male perspectives on advertising and marketing design for farm-to-table restaurants
(Colorado State University. Libraries, 2023) Jensen, Maya Faye, author; Abrams, Katie, advisor; Goar, Allison, committee member; Tham, Samuel, committee member
Sustainable green marketing emerged in the 1990's in response to consumer demands for greater access to sustainable options in an effort to protect future generations ahead. These changes would soon be incorporated into the self-regulation practice of corporate social responsibility (CSR) as it expanded businesses' concern for the environment through operations. Greenwashing emerged as some corporations took advantage of green marketing and were found guilty for misleading consumers about how environmentally responsible they were. Overtime, research has found environmental messaging in this context to be more traditionally feminine based on design elements like font, color, and imagery. This led the researcher to explore farm-to-table advertising, as there is limited research in this area regarding advertising and gender. Farm-to-tables reduce their carbon footprint by designing their menus to be seasonal and sourcing ingredients from local farms. An exploratory, qualitative study was conducted to understand cis-male college students' perceptions of and experiences with ads for farm-to-table restaurants as this perspective is often left out in marketing for this business. This study and its supplementary materials were guided by social role theory, theory of green purchase behavior and source credibility theory. A thematic analysis of participants' responses led to the emergence of four themes. Results from interviews with Colorado State University cis-male college students provided deeper insights into how design elements, previous experiences, relationships and perceptions impacted their attitudes and perceived credibility towards farm-to-table restaurants.
Open Access
Exploring college students' interpretations and implications of the use of cannabis leaves on packaging of foods with hemp-derived ingredients
(Colorado State University. Libraries, 2020) Del Pozo, Carolina, author; Abrams, Katie, advisor; Sivakumar, Gaya, committee member; Thilmany, Dawn, committee member
One of the main communication channels used to acquire consumers' attention through emotional appeal is packaging, and after more than 80 years of stigma, the hemp industry is quickly developing in terms of the design and establishment of their products. In 2017 this industry reported $820 million in retail sales, 17% coming from food products. Designers have adopted different packaging approaches hoping to communicate efficiently with their customers. Some of them use green cannabis leaves on the package design of hemp-derived products, possibly driving the audience to different conclusions around the product. There is limited research done around hemp food advertising and the reframing of people's mentality around hemp and cannabis. There is a lack of academic research around the meaning of this symbol in general or in combination with marijuana products. For this reason, the purpose of this research is to; 1) explore people's beliefs around cannabis leaves and their symbolism in consumable hemp products, and 2) understand the attitudes, social norms, perceptions about product availability, and intent to purchase these products using the focus groups method. Two approaches were considered. Semiotics studies (i.e., the study of signs and symbolism), which offer lenses through which to further examine the consumer's perspective and beliefs on hemp food product consumption to navigate schemas around cannabis that could negatively impact the marketability of these products. Theory of Planned Behavior, which provide guidelines to understand the decision-making process around the purchase said products. It was found that late Z generation beliefs around the signs and symbols presented in the packages had an impact in their attitudes towards the product. Low behavioral control was one of the main limitations they considered when deciding whether to purchase hemp food products. Consumers self-described habits and past behavior were more strongly connected to their behavioral intention compared to attitudes.
Open Access
Human-wildlife interactions and Instagram credibility
(Colorado State University. Libraries, 2022) Nankey, Paige, author; Abrams, Katie, advisor; Park, Young Eun, committee member; Burkhardt, Jesse, committee member
Wildlife selfies are becoming a more common occurrence on social media platforms today. However, approaching wildlife with the intent to use them as a photo prop can be detrimental to both the humans and the wildlife involved. By utilizing source credibility and familiarity, this study works to identify an effective method that dissuades individuals from taking wildlife selfies and posting them on Instagram, mainly by analyzing the self-reported behavioral beliefs and intentions of participants. This study varied source credibility on three levels in terms of trust and authority while also varying how familiar different wildlife species are to Colorado university students. Results determined comment author source credibility and wildlife species familiarity did not significantly affect the behavioral intent or beliefs of respondents when it comes to wildlife selfies. However, the interaction between comment source credibility and wildlife species familiarity did significantly affect the behavioral intentions and beliefs of respondents. The mixed findings of this study as thus able to contribute to and expand upon existing literature, while also providing evidence of a need for more research in this area in order to better understand social media credibility and best practices for advocating for individuals keeping their distance from wildlife, especially when it comes to posting these close encounters online.
Open Access
The impact of message type and format on consumers' food quality perceptions and decision-making in online grocery purchasing
(Colorado State University. Libraries, 2021) Tilak, Elizabeth Frances, author; Abrams, Katie, advisor; Anderson, Ashley A., committee member; Graham, Dan J., committee member; Long, Marilee, committee member; Mueller, Megan, committee member
According to the Total Food Quality Model (TFQM), consumers evaluate many food messages and cues in order to assess food quality during the food purchase decision-making process. Consumers couple food cues with their own knowledge, interests, skills, memories, and values in an iterative process as they assess food quality. The presentations of food cues and messages are important in this food quality assessment process for a number of reasons. First of all, the type of food messages can impact this process. Sensory messages elicit a different impact on food quality decisions than do health-related food messages. Secondly, the presentation format of food messages can impact consumer attention to messages, in addition to the resulting attitude and willingness-to-purchase products in online purchasing decisions. When products are presented in an online format, consumers are restricted in their abilities to fully assess a product's physical, general, and abstract characteristics compared to when shopping in a brick-and-mortar store. These product characteristics of tangibility are limited in the online format; minimal tangibility can negatively increase consumer uncertainty, increase perceived risk, and decrease willingness-to-purchase online products. Presentation formats that enhance media richness, including increasing vividness and interactivity, have been shown to support tangibility and minimize consumer uncertainty and perceived risk, and strengthen attitudes. In the online grocery purchasing environment, low levels of media richness are employed; food product presentation is limited to static photos, price, size, and minimal ingredient and nutrition information. Finally, online food messages and presentation format may impact food quality decision-making. This could impact evaluations of healthful foods in the online venue in order to support increased positive attitude and willingness-to-purchase these foods. The following research experiment is an online within-subject design study in which factors of message type and message format are manipulated in six different treatment conditions. A total of 242 subjects participated in the study from a sample population of undergraduate college students. A one-way repeated measures analysis model was used to measure main effects of the message treatment conditions. Potential interactive effects of health interest and knowledge were included in the model. Results showed that no main effects were observed among any of the message treatment conditions. No interactive effects were observed from any of the potential covariates, including health interest and knowledge. It is concluded that the message type and message formats displayed in this study were not effective in impacting variations in participant attitude and willingness-to-purchase the food products in the online grocery simulation. Future research should investigate aspects of online food specific message types and degrees of media rich presentations that may positively impact participant food quality choice factors, particularly for foods that are encouraged for public health benefit.

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Browsing 2020- by Author "Abrams, Katie, advisor"

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