Honors Experiential Learning Project Proposal Form- Research

Kara C. Svenson
Svensokc@mail.uc.edu
Carl H. Lindner College of Business
Bachelor of Business Administration, Marketing
Research Assistant Position - Choice and Thought Lab
Research
Expected Project Start Date: 01/29/2014
Expected Project End Date: 04/25/2014

Project Information:
1. Provide a detailed abstract of your proposed honors experiential learning
project.
This semester I was chosen to be a research assistant for the Choice and Thought Lab
at the Carl H. Lindner College of Business. I assist Dr. Mary Steffel, graduate students
and PhD students on a variety of studies regarding consumer decision-making. As a
research assistant, I set up and conduct lab sessions, create literature reviews and analyze
data. Since I am conducting lab sessions, I have already completed the CITI ethics online
course, required for all research assistants regarding the legal and ethical aspects of the
research process. Afterwards, I will deliberate on the process and results through a
journal and reflection essay, and present the findings at the Annual Undergraduate
Conference for Research, Scholarship and Creative Works on April 11
th
, 2014.
I will be working on multiple studies this semester. However, I will be working on
the Consumers Goal Pursuit the most. This study examines if sharing ones goals
either on a social network to many people or with a friend will help or undermine goal
pursuit. Previous studies have had conflicting results. This subject is a relevant topic
because smart phone goal tracking apps, traditionally health and fitness apps, are
becoming more and more popular. The results to this study will provide more insight to
the consumers mind. A better understanding of consumers goal pursuit tendencies
would help marketers in service industries better help their consumers reach their goals.
This self-designed honors experience is meaningful to me, because it allows me hands-on
experience in a field in that I am passionate about. I highly enjoy learning as much as I
can about marketing. This is also a way for me to give back to the Carl H. Lindner
College of Business.
I will be working for the Choice and Thought Lab for the entire spring semester. I
have a weekly lab meeting with Dr. Steffel and the other research assistants. I conduct lab
sessions for three hours a week. Beyond that, I do work on my own time, such as creating
literature reviews or analyzing data. On an average week, I will spend six hours
contributing to the lab. Over the course of the fifteen-week semester, this will add up to at
least ninety hours total.

Clearly and thoroughly address how each of the following elements will be exhibited
in your work:
2. Connection to Learning Outcomes within the Honors Thematic Area

A) Possess a well-developed awareness of literature in the field.
This project will enable me to possess a well-developed awareness of literature in the
field. For most of the studies that I will participate in, I will need to create a literary
review. I will check many research conference programs to find relevant research that has
already been conducted in the past five years. This confirms that the research we conduct
at the University of Cincinnati is unique and forward thinking, not redundant. Some
examples of conference programs I read include: The Society for Judgment and Decision
Making, The Society for Consumer Psychology, Association for Consumer Decisions,
and The Behavioral Decision Research in Management Conference. I also gather research
that is being conducted now, that is not currently fully published. I will do this by looking
in the Journal of Public Policy and Marketing from the American Marketing Association.
I also search key terms on Google Scholar and look up the websites of influential
researchers in the field. It is important that I create thorough literature reviews so that Dr.
Steffel and the other research assistants are informed of the current research. It also
enriches my knowledge, of the cutting-edge topics that are being researched today.
B) Ability to identify and apply appropriate methodologies to design research
study, and collect and analyze data.
This research project will help me enhance my ability to create an effective method
for Dr. Steffels study. I will analyze the documentation for the study including the
procedure and lab instructions to give input and suggestions. Data will be collected from
a random sample to ensure that the data accurately depicts the population. There will be
anywhere from thirty to two thousand participants in the study to ensure data integrity.
The procedure must be carefully crafted to ensure that sources of error and bias are as
minimal as possible. I will make sure the research environment will be carefully
controlled and will not interfere with results. I will analyze the data to pick up on any
patterns of consumer behavior. This is an important skill in the business world, to assess
raw data, and be able to pick out trends that will affect your business.
C) Ability to think beyond just completed research and articulate how your
worldview has been impacted by this experience.
Every aspect of our lives is being changed by the evolution of technology.
Consumers goal pursuit is becoming more and more interlinked with technology, with
apps, new products like fitness watches, and more. Understanding how the consumers
mind works regarding goals, will lead to better fulfillment of the consumers unmet
needs. In order to maintain a successful business, businessmen and women must be able
to better utilize the potential of technology. Businesses must keep up with consumers and
keep one step ahead of their competition. Digital innovation leads to consumers being
connected to more national and global companies. Now, firms are dealing with many
more competitors than ever before. With increased competition, it is harder to raise
revenues. The way to raise revenues and beat out competition is to understand the
consumer and how the modern consumer thinks.
3. Connection to Goals and Academic Theories
A) I am looking forward the academic gains I will take in from this self-designed
experience. Through this project I will develop professionalism. I will do this by working
alongside University of Cincinnati professors and other undergraduate, graduate, and
PhD students. I will be building professional experience for my college career. Most
importantly, I will gain a deeper understanding of marketing. The skills I will enhance
through this self-designed experience are not only beneficial but also vital to becoming a
successful businesswoman. These skills include but are not limited to: organizational
skills, planning, analytical skills, and presentational skills.
B) To prepare for this research oriented self-designed experience, I will utilize a few
readings. I will thoroughly read Social influence: Social norms, conformity, and
compliance by R.B. Cialdini and M.R. Trost. I will also read When intentions go public:
Does social reality widen the intention-behavior gap? by P.M. Gollwitzer, P. Sheeran, V.
Michalso, and A.E. Seifert. Finally, I will read Accounting for the effects of
accountability by J.S. Lerner and P.E. Tetlock. All of these readings were previous
studies done on the study of consumer goal making. These readings will provide me a
context for Dr. Steffels study.
4. Initiative, Independence, and/or Creativity
I have demonstrated great initiative in setting up this self-designed honors experience.
After learning about research self-designed experiences from my Gateway to Honors
class, I emailed my professor asking if she knew of any marketing professors to contact.
From there, I set up a meeting with Dr. Steffel and submitted my resume and application
to become a research assistant. I am a hardworking individual that is eager to learn more
about consumer insights and the research process in general. I also bring a unique
perspective to the lab because I am a Millennial. My generation has grown up with
advanced technology and views social media and other technologies different than older
generations. Social media is a key component in consumer goal pursuit today.
5. Reflection
For the reflection of this project, I will keep a journal and write an essay at the
conclusion of the study. The journal will include my thoughts and observations as the
semester goes by. This essay will include how this project helped me with my career
goals, the insights I gained, my reaction to the results, how I would improve this project
if I had to repeat it, how my view of research and academia has changed, etc. The
reflection process is critical because I would like to conduct more consumer insights
research in the future. My works of reflection may also be helpful to other students
looking to conduct similar research studies.
6. Dissemination
The objective of research is to expand knowledge, not just individually, but for
society as a whole, and in my case, more specifically the business world. It is important
to share ones gained knowledge and insights. I will present the results and reflections of
the studies at the Annual Undergraduate Conference for Research, Scholarship and
Creative Works on April 11, 2014. I will share my research with a ten-minute oral
presentation supplemented with a PowerPoint presentation.
7. Project Advisor
Professor Mary Steffel, PhD will be the project advisor for this research project. Her
email is mary.steffel@uc.edu. Her office is located at 431 Carl H. Lindner Hall. Her
phone number is 513.556.7116 and her fax number is 513.556.0979.
8. Budget
This project will be facilitated through the University of Cincinnati. The costs will be
covered for this research study. However, it will be an unpaid research experience for me.
During the course of this project, I am estimating that I will be working six hours a week
on research. I will be working during the entire spring semester on this project for fifteen
weeks, which adds up to at least ninety hours of work.

Readings Cited
Cialdini, R.B., and Trost, M.R. (1998). Social influence: Social norms, conformity, and
compliance. In D.T. Gilbert, S.T. Fiske, & G. Lindzey (Eds.), The handbook of
social psychology (4
th
ed., pp. 151-192). Boston: McGraw-Hill.

Gollwitzer, P.M., Sheeran, P., Michalsi, V., and Seifert, A.E. (2009). When intentions go
public: Does social reality widen the intention-behavior gap? Psychological
Science, 20(5), 612-618.

Lerner, J.S., and Tetlock, P.E. (1999). Accounting for the effects of accountability.
Psychological Bulletin, 125, 255275.