My aim is to design a research program that emphasizes inclusivity through empiricism rather than anecdotes and benevolent sexism. To accomplish this goal, I review and build on the work assessing the influence of fertility in the female consumer experience (FCE). Fertility, especially menstruation, has been used anecdotally for too long. This research was designed to address the gap in knowledge around the way in which women perceive advertisements. More specifically, the role fertility plays in the process women go through when assessing advertisements and offerings. Does a woman's desire to seek variety become reduced when she sees a rival endorsing the offering? If this is the case, then there is a need to find a mediating variable that can overcome this effect. Internal locus of control, the level a person feels they are in control of the outcomes in their lives, was selected as a starting point. Having a high internal LOC should buffer a person's perceptions of another as a threat. A cross-sectional design from a convenience sample of university students was used to address a series of five research questions: 1) Does fertility status influence locus of control, 2) Does fertility status influence rival assessment, 3) Does locus of control mediate rival assessment, 4) Does rival assessment influence advertisement assessment and purchase intent, and 5) Does external locus of control have more than a single factor? The results from the multiple one-way ANOVAs and linear regressions were not significant, but it was promising given the limitations of the study. Namely, the rate of unusable data combined with the rate of birth control use limited the final analyses to a sample of 62 cases. Additional considerations and future research directions are outlined in chapter 5.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1538790 |
| Date | 08 1900 |
| Creators | Njoroge, Lydia |
| Contributors | Blankson, Charles, Elliot, Esi, Pavur, Robert, Hong, Seock |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | vii, 158 pages, Text |
| Rights | Public, Njoroge, Lydia, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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