Kharissa Smith

Mentor: Dr. Richard Lutz
Warrington College of Business Administration
 
"After taking Consumer Behavior and being exposed to the many studies that were done long ago, I fell in love. I was so intrigued by how different factors were manipulated in order to better understand the underlying process behind consumer decisions. At this point I had no idea where to start, so I spoke with my consumer behavior professor to tell her how much I had enjoyed what I learned in her class, and that was the beginning of my research journey!"

Major

Marketing and Information Systems

Minor

Entreprenuership

Research Interests

  • Consumer emotions and how that effects enjoyment/behavior
  • How college social groups effect consumer purchasing decisions later on in life

Organizations

  • Alpha Kappa Alpha Sorority, Incorporated
  • The Black Student Union
  • Multicultural and Diversity Affairs Ambassador

Volunteer

  • Girl's Place after school volunteer
  • Cleaning the Ronald McDonald House

Hobbies and Interests

  • Thrifting
  • Cosmetics
  • Recreational Reading

Research Description

Satiation or (Un)Satisfaction?

The purpose of this research project is to combat the theory in "Satiation from sensory simulation: Evaluating foods decreased enjoyment of similar foods" by Jeffrey S. Larson, Joseph P. Redden, and Ryan S. Elder. The authors of this paper are proposing imagined consumption is enough to produce satiation so that when you finally get the product, you enjoy it less. What we want to do is prove that the decrease in satisfaction isn’t caused by satiation, but it is caused by expectations not being met. After seeing all these images of salty foods, you have an expectation of eating something as good as the images you’ve been shown, but then you are given just a few measly peanuts and your expectations aren’t met, making you enjoy the peanuts less. If this can be confirmed, the information from this research project may help businesses adjust their marketing techniques to something more likely to increase consumer satisfaction rather than lessen it.