Clarion University
Undergraduate and Graduate Research

Oral Presentation

12PM-1PM, Friday, April 16, 2021
Join Zoom Meeting
https://clarion.zoom.us/j/5335757554

12:00PM
Laura Draghiciu
Effects of COVID-19 on Marketing: New Consumer Behavior Model
12:15PM
Asia Smith
Women’s Equality: A Comparative Study for Sweden and America
12:30PM
Jessica Kirkpatrick
Experiences in the state park setting can improve mental health and
overall well-being and encourage re-visits
12:45PM
Autumn Martino
Marketing Tactics used by Pennsylvanian Suffragists

For details, please refer to the abstracts in the next page.

Laura Draghiciu
Effects of COVID-19 on Marketing: New Consumer Behavior Model
The purpose of this study is to evaluate market dynamics and the New Consumer Behavior Model
during the COVID-19 Pandemic, which has shown major shifts in consumption and demand by
consumers. This includes changes in service features demanded by consumers related to ecommerce, delivery, and pick-up options to minimize risk of the transmission of COVID-19.
Implications and uniqueness of this paper are attributed to the fact that this is a very timely study
that has high implications for marketers and provides new knowledge in this area. Findings from
this study include data showing change in consumer behavior during the pandemic which support
the New Consumer Behavior Model, such as “Panic Shopping”, “Risk Averse Consumers”, and
“Meticulous Consumers”. This conceptual study is based on secondary research including a
literature review used to develop a framework that may help conduct a future quantitative study.
Secondary research used in this study includes data obtained from case studies, journals articles,
blogs, and news articles pertaining to consumer behavior that is influenced by COVID-19. This
study serves as a foundation for more research of the evolution of the New Consumer Behavior
Model after the Pandemic which can help ensure sustainability of future business models postCOVID-19. More research of consumer behavior data during the COVID-19 Pandemic must be
conducted and evaluated to comprehend what the future looks like in terms of market research and
strategy.

Asia Smith
Women’s Equality: A Comparative Study for Sweden and America
The infrastructure of the U.S work force was created around the male-breadwinner model, leaving
no room for change or equality (Saltzstein 2001:452). Today, the fight for gender equality in the
United States continues as the country still lacks equal gender rights that many countries such as
Sweden have gained since the 1960s. America has become a forerunner in the modern world and
a superpower in many sectors, but still lacks behind our counterparts in empowering women and
enhancing their status. The limitations women face is seen in all sectors of the economy, as they
work towards reaching their potential and stride. The promotion of gender parity through all
sectors, especially career and family not only adds to the equity of women but to the quality of life
that should take place within societies as well. This study analyzes the status of women in the
United States versus Sweden and discusses how cultures (such as Contemporary Sweden) that
emphasize career and family balance can achieve gender equity.

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Jessica Kirkpatrick
Experiences in the state park setting can improve mental health and overall well-being and
encourage re-visits
There has been much research done on improving Nature-Based Solutions in an urban environment
in order to increase tourism and promote urban beautification. In the times of Covid-19, the
tourism of the urban areas has decreased drastically due to the restrictions on social distancing and
quarantining. Since March 2020, people have had to find other ways to entertain themselves,
reduce stress, and just get out to get fresh air and sunshine. These things are all good for the soul
and the health of each individual. Covid-19 has been challenging for many individuals not only
physically, but also mentally. The rate of stress, anxiety and depression have increased among
individuals everywhere. The summer of 2020, many people have ventured to State Parks in order
to meet this need. In Pennsylvania, the State Park numbers have increased significantly in June
2020 vs June 2019. Nationally, the numbers have increased by up to 1 million visitors each summer
month of 2020 compared to 2019. The more people can get out and experience the outdoors during
this time, the less mental health issues there will be. The focus of this paper will be how we will
keep the visitation up in the State Parks of Pennsylvania with the consideration of State Parks as
Nature-Based Solutions. State parks are a prime example of nature based solutions, so the goal of
this paper will focus on looking into the following questions; Can the number of State Park visitors
in Pennsylvania can be maintained or increased from what the number is currently? How can
Nature Based Solutions in a state park environment can be marketed in order to maintain the
number of visitors at State Parks? How is the number of visitors in State Parks different in the
summer versus the winter? Will visitors return to the State Park if they are satisfied and have an
overall positive experience?

Autumn Martino
Marketing Tactics used by Pennsylvanian Suffragists
From the mid-nineteenth century till the early twentieth century, women throughout the United
States of America worked towards achieving the right to vote. The campaigning for women’s
suffrage would occur all throughout the nation and the state of Pennsylvania was no exception. In
Pennsylvania, according to voting records, there was greater support for women’s suffrage in the
western region of the state in comparison to the eastern region. Unfortunately, there has been little
effort to examine western, rural counties in Pennsylvania that had voted in support of women’s
suffrage. Upon analyzing primary sources for Clarion, Jefferson, and Indiana county it was clear
that concepts such as gender, femininity, and social stability were the main focus surrounding
debates around women’s suffrage. When suffragists campaigned in those regions they
incorporated specific marketing tactics to address those issues and concerns in their favor.

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