Date of Award
5-2025
Degree Type
Honors College Thesis
Academic Program
Marketing BSBA
Department
Marketing and Fashion Merchandising
First Advisor
Melinda McLelland, Ph.D.
Advisor Department
Marketing and Fashion Merchandising
Abstract
This study explores consumer attitudes and behavioral intentions toward rodeo events through two distinct investigations. The first study examines how university students' perceptions of rodeos influence their intentions to attend a rodeo. The first study utilizes online surveys and multiple regression analysis. The second study investigates the impact of social media marketing on consumer attitudes toward rodeo events through a between-subjects experiment. Findings aim to provide actionable insights for rodeo marketers, enhancing event marketing strategies and understanding the role of self-congruity and attitude in consumer decision-making. This research contributes to the literature on consumer behavior and event marketing, offering practical recommendations for engaging potential rodeo attendees.
Copyright
Copyright for this thesis is owned by the author. It may be freely accessed by all users. However, any reuse or reproduction not covered by the exceptions of the Fair Use or Educational Use clauses of U.S. Copyright Law or without permission of the copyright holder may be a violation of federal law. Contact the administrator if you have additional questions.
Recommended Citation
Greene, Sierra Hayden, "Consumer Perceptions and its Influence on the Sport of Rodeo" (2025). Honors Theses. 1033.
https://aquila.usm.edu/honors_theses/1033