MGT 6462: Consumer Behavior

For this project, I teamed up with Shanna Adam, Jenna Yattaw, Olivia Hinn, Madison McEwen, and Maddie Boylston, and we immersed ourselves in the realm of SKIMS, embarking on an A/B test to unravel consumer behavior in the context of the new Men's SKIMS Collection.

Our mission was to analyze the effect of celebrity campaign endorsements, and how they affected a buyer's purchasing power, with an emphasis on how perceived masculinity levels made an impact. Building upon our class learning, we were also employing concepts such as Maslow's Hierarchy of Needs, the Perceptual Process, and System 1 and 2 thinking.

After extensive exploratory and secondary research, we launched an A/B Test Qualtrics survey. In our survey participants were randomly shown advertisements featuring Test A with Jacob Elordi or Test B with Odell Beckham Jr.. Our final results were captivating, as Elordi was predominantly associated with the "female-gaze," while Beckham Jr. resonated with the "male-gaze" highlighting his athleticism and distinctive personality traits.

Key Insights: From our results, we discovered that males were more inclined to purchase for both themselves and someone else when Odell Beckham Jr was featured in the campaign, compared to the Jacob Elordi advertisement. Whereas females, leaned towards purchasing from the Men's line, often with the intention of gifting, irrespective of the celebrity depicted.

Overall, this project was an amazing experience to be a part of, and I am incredibly proud of our final deliverables. I am extremely thankful for the opportunities this program has provided to enhance my critical thinking skills and leverage my knowledge.