McNair Scholar 2021 - Jordan Navarro
Jordan Navarro is a rising senior at Carleton College, double majoring in Cognitive Science and Philosophy. His current research interests include behavioral economics, cognition, decision theory, game theory, judgment, logic, moral psychology, and neuroeconomics. He plans to pursue a Ph.D. in Cognitive Psychology or Cognitive Science.
Quote from Jordan Navarro
My dream is to become a full professor at a Research 1 university or a highly selective liberal arts college. I want to be involved in educating the next generation of leaders and wish to conduct research extensively.
Research project
Effects of Preview Advertisements on Attitudes About Full-Length Advertisements
Abstract: Advertisements may elicit negative responses if they are surprising. This is generally attributed to the idea that advertisements may be interruptive of a desired experience. In this experiment, individuals were asked to watch a series of short documentaries in order to assess their attitudes about particular advertisements and products. Individuals were either presented with a soundcheck video consisting of just sound bites at the beginning of the experiment or presented with this and an additional preview of the last four seconds of an advertisement sometime later in the experiment. We predicted that individuals who were shown the preview advertisement would be less surprised by the full-length advertisement and have a more positive attitude about the full-length advertisement and the product itself. The results of this experiment supported these predictions. The preview advertisement reduced surprise, and surprise negatively affected advertisement and product attitudes via interruption perception.
Faculty mentor
William Hedgcock is an Associate Professor in the Marketing Department at the University of Minnesota, Carlson School of Management. His teaching and research focuses on consumer behavior and the neuroscience of choice. Professor Hedgcock’s research utilizes a range of techniques from simple paper and pencil preference questionnaires to physiological measures and functional brain imaging. His primary research stream involves identifying cognitive declines that affect financial decisions in seniors and the physiological and neural correlates of these declines. He has been published in journals such as the Journal of Marketing Research, Neuropsychology, Management Science, Psychological Science, and the Journal of Consumer Psychology.
Sangmin Kim is a first-year Ph.D. student in the Marketing Department at the University of Minnesota, Carlson School of Management. Before coming to Minnesota, he received an MA in Social Psychology from Yonsei University in Seoul, South Korea. His current research interests include consumer experience, advertisements, and conspiracy beliefs.