Mind Over Market: Psychological Influences on Product Influence
Publication Date
Spring 4-22-2026
Presentation Length
15 minutes
College
College of Sciences & Mathematics
Department
Psychological Science, Department of
Student Level
Undergraduate
Faculty Mentor
Abigail Heller
Metadata/Fulltext
Metadata ONLY
Presentation Type
Talk/Oral
Summary
Research suggests age significantly affects the influence of marketers across various products (Fu, 2009). Additionally, gullibility serves as a factor controlling a consumer's susceptibility to specific marketing tactics (Teunisse et al., 2019). This study examines consumer presumptions regarding product cost and willingness to purchase based on a marketer's age. Participants (N=50), consisting of emerging adults aged 18 and older, completed a Qualtrics survey measuring demographics, gullibility, and purchase intent. Participants were randomly assigned to watch a marketing video featuring either an older or younger marketer before estimating the product's price. We hypothesized that, after controlling for gullibility, participants would be more likely to buy from the younger influencer, while those viewing the older influencer would estimate a higher product value. Data collection is ongoing.
Recommended Citation
cleve, margaret; Brogan, Gracie; Biggs, Lindsay; and Reagan, Ashlyn, "Mind Over Market: Psychological Influences on Product Influence" (2026). SPARK Symposium Presentations. 992.
https://repository.belmont.edu/spark_presentations/992
