Business, Smith School Graduate Projects
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This collection contains graduate projects deposited by students in the Smith School of Business.
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Item Inclusive vs. Exclusive: The Impact of LGBTQ Representation in Ads on Brand Attitudes and Purchase Intentions(2024-10-16) Liu, ZeyuanThis project examines the brand-related outcomes (e.g., brand attitudes and purchase intentions) of advertisements that feature both opposite-sex and same-sex couples, compared to ads that feature only opposite-sex or only same-sex couples in isolation. Across two experiments conducted with both heterosexual and LGBTQ respondents, we also explore the psychological mechanisms that may underlie the effect of ad type on brand outcomes. Specifically, we test whether perceptions of brand inclusivity and feelings of social acceptance mediate the results. We also examine several moderators, such as the centrality of sexual orientation in self-concept, attitudes toward LGBTQ individuals (for heterosexual participants), and disclosure of sexual orientation (for LGBTQ participants). The results indicate that mixed ads featuring both same-sex and opposite-sex couples increase perceived brand inclusivity and feelings of social acceptance, and lead to more favourable brand outcomes only compared to ads that feature exclusively opposite-sex couples, but not compared to ads that feature exclusively same-sex couples. Moderation analyses show that mixed ads perform better than ads that feature exclusively same-sex couples only for heterosexual individuals who hold less positive attitudes toward the LGBTQ community. These results contribute to both identity and advertising literatures and offer managerial insights to marketers about LGBTQ representation in advertising.Item Driver collusion in ride-hailing platforms under competition(2023-09-27) Mohamadi, NavidThe rise of on-demand service platforms has become an integral part of modern life, with intermediaries facilitating the matching of service providers and consumers. This study focuses on the competitive dynamics of ride-hailing platforms and explores the influence of drivers' collusion on market outcomes. By examining the interplay between earning-sensitive drivers and price- and waiting-time-sensitive riders, this study adopts a game-theoretic perspective to analyze the effects of collusion in a two-sided market. Negative externalities, represented by network congestion, are incorporated to reflect real-world scenarios such as surge pricing during peak hours. The research aims to fill a gap in the existing literature by simultaneously investigating the impacts of both competition and collusion in the context of on-demand service platforms. By considering factors such as supply-induced price fluctuations and riders' time sensitivity, this study provides insights into the complex dynamics of these platforms and their implications for market outcomes.