A systematic approach to managerial decision-making.

In this marketing capstone course, students develop a foundational understanding of how to collect, analyze, and interpret information to help solve real marketing problems. From focus groups and surveys to the gathering of reputable secondary data, students build a methodological toolkit

We theorize and demonstrate evidence of a frequent-posting femininity stereotype: All else being equal, men who post more often on social media are considered more feminine than those who seldom post. Because online posting is associated with attention-seeking, we posit that the frequent-posting femininity stereotype is explained by the poster’s perceived neediness (i.e., a desire for external validation), a trope that falls within the communal orientation of feminine gender performance. Drawing on the theory of precarious manhood—the idea that idealized masculinity is difficult to attain and easy to lose—we suggest that posting frequently online comes with a critical degree of embedded stigma and can change gender perceptions of men but not women.

The full paper can be found on my ResearchGate.