KELLOGG SCHOOL OF MANAGEMENT
Ranked #1 in the nation by US News & World Report, Kellogg Marketing faculty and doctoral students are considered leaders in the discipline due to their research and expertise in topics such as marketing analytics, consumer behavior, advertisement efficacy, and marketing development.
I served as an art director and designer to create stimuli for consumer behavior research studies. I collaborated with doctoral students to develop fictitious brand materials to utilize in Qualtrics surveys. These surveys aimed to explore various topics such as consumer responses to brand apologies, controversial advertising campaigns, and sustainable brands.
The Effect of Brand Apolgies on Consumer Word-of-Mouth
Deliverables and Studies
Fictitious Brand Shine: Branded Materials and Survey Implementation
Fake product, inspired by existing companies to maintain familiarity, to test consumer responses without existing brand biases.
Fictitious Brand Fizz: Branded Materials and Survey Implementation
Fake product, inspired by existing companies to maintain familiarity, to test consumers without existing brand biases.
Consumer Responses to Controversial Campaigns
Fictitious Brand Fizz: Branded Materials and Additional Survey Implementation
Fictitious products used by researchers to measure participants’ attitudes toward various controversial brand campaigns to determine whether certain controversies garnered more reactions than others.
Additional Controversial Advertisements
Liberal messaging with Fizz branding vs. conservative messaging with Fizz branding. Designed by Kellogg PhD candidate with product design.
Exploring Effects of Social Rank, Warmth, and Competence on Consumer Reactions to Brand Apologies
Using a recognizable brand to create a fictitious controversy and apology to test which apology style garners the most support from consumers.
Tyson Chicken
Understanding Consumer Attitudes Toward Green Products
Fictitious Brand Solar Pro: Branded Materials and Survey Implementation
Measuring consumer reactions to environmentally friendly products
Fictitious Brands Dairy Dreams and Ice Cream Social: Branded Materials
Evaluating consumers decisions to indulge with eco products
