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In President's Report

Type of Resource

DigitalDocument

In Steinmetz Symposium

Abstract

The current study examined persuasive messaging in advertisements aired during the COVID-19 Pandemic and its impact on consumers' views ofthe product or service. As suggested by Kinnick's (2003) findings regarding advertising after the September 11th attacks, people may view commercials with persuasive messages that show support during a crisis more favorably than the commercials typically aired for that product. This study expanded on that finding and hypothesized that the type persuasive messaging during times of crisis may alsoimpactpeople's emotions, perceptions of the message, and likelihood of purchase. The study accomplished that through looking at participants' ratings of visual appeal, liking, emotionality, persuasiveness, and likelihood of purchase. Sixty-six (52 females, 13 males, 1 agender) undergraduate students at Union College in Schenectady, NY served as the participants and were exposed to a 2(Commercial Group: Pre-COVID vs. COVID-19)X 4(Commercials: Coca-Cola‚Ñ¢ vs. Burger King‚Ñ¢ vs. Taco Bell‚Ñ¢ vs. Target‚Ñ¢) mixed design. Participants were randomly assigned to watchcommercials for the four companies that aired either before or during the pandemic. The latter commercials stressed unity and togetherness whereas the former were typical ads for the company. The results only supported part of the hypothesis in that people liked advertisements aired during the COVID-19 Pandemic, felt more emotional from them and viewed them as more persuasive for only the Target‚Ñ¢ commercial. Although this experiment may not be able to be replicated as it was time-sensitive as the pandemic and vaccine distribution areongoing, the overall impact of COVID-19 on advertising for years to come will be a potential area of further research.

Type of Resource

DigitalDocument

Rights Statement

In Honors Theses

Abstract

For the past twenty years, reality television has been one of the most popular genres of entertainment. Although successful, reality television has a dark history of discrimination against those cast on the show, whether it be by other contestants, producers or the show's setup. This thesis provides numerous instances of discrimination on reality television that have been used for entertainment purposes, exploiting those who are victims of discrimination. Also, this thesis addresses the intersectionality of discrimination, not just one form of it. Furthermore, this thesis interweaves many sociological theories and the ways in which they present themselves throughout reality television that are proven to be biased. There was a minimal amount of scholarly sociological research on the topic of reality television bias. Nonetheless, from what I could find, I extended this research, providing a more comprehensive and encapsulating analysis. The results indicate that regardless of the genre of reality television and the channel that is on, reality television takes advantage of its cast and their personal issues and experiences. Furthermore, the results indicate that simply diversifying a cast will not solve the issues with reality television, it is only the starting point.

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Thesis

Rights Statement

In Honors Theses

Abstract

The objective of the current study is to investigate in the context of relatedness of the advertisement to the individual how valence of an emotionally charged advertisement contributes to the effectiveness of the advertisement. Additionally, the study seeks to uncover any gender differences that might exist within this framework. Relatedness was assessed by whether or not the participant and the candidate featured in the advertisement were claimed to be part of the same political party. Valence was determined by whether the political advertisement was in favor of the candidate or an attack advertisement against another candidate. One hundred and sixteen Union College students were evaluated on ratings involving the perceived persuasiveness of the advertisements as well as scores on a memory test for the advertisements. Results indicated a participant political leaning x candidate political affiliation interaction on ratings of advertisement effectiveness however this interaction was not found to be significant on scores of memory. A gender difference in terms of perceived favorability of the candidates indicated that females were more empathetic towards the candidates. Additionally, males outperformed females on score on the positive advertisement, however, there were no other significant differences in memory. Although no brain activity was observed in the present study, various other studies on the effects of advertisement valence on persuasion and memory have provided converging results in terms of associated brain areas, most notable of these areas being the coactivation of the amygdala and medial temporal lobe.

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Rights Statement

In Honors Theses

Abstract

The following study examines consumer behavior by looking at the effects self-monitoring variables when exposed to product names. We asked high and low self-monitoring individuals to sample and evaluate two energy drinks, one of which had an image-oriented name, Fast Track, and one of which had a name that described the function and use of the product, Energy Drink Enhancer. As expected high self-monitors evaluated the drink more favorably when it had the image-oriented name, but low self-monitors evaluated the drink more positively when it had the self-descriptive name. Next, we asked participants to sample and evaluate two chocolate products, one of which had a foreign-sounding name, Rêver, and one of which and a non-foreign sounding name, Croyden's Chocolate. It was hypothesized that high self-monitors would evaluate the foreign sounding chocolate significantly more favorably than low self-monitors. Though results did now show significance with the chocolate products, gathered research helps to clarify that all individuals prefer fancier sounding names, regardless of one's self-monitoring level. Results from both the energy drinks and chocolates provide helpful information for future studies in the field of Social Psychology.

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In Honors Theses

Abstract

Relationships are defined as an emotional or some form of connection between two individuals. There are many factors that influence personal relationships. Previous research has explored different personality traits that impact these relationships. The purpose of my research is to specifically investigate how one trait, competitiveness, affects both romantic relationships as well as friendships. This study was conducted by surveying at total of 79 Union College students. The students voluntarily completed a combination of five surveys which were selected from previous studies. Their responses indicated if they had Type A personality, how they felt about love, and their strength of their relationship with either their best friend or current romantic partner. The predicted results of my study are that individuals who are more competitive, or of Type A personality, will have weaker romantic relationships and friendships than less competitive individuals, because of previous research indicating that competitive individuals are focused on their success and thus spend less time on their personal relationships.

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In Honors Theses

Abstract

The present study assessed the impact ultra thin models in the media have on women’s mood and the difference in vulnerability to the thin ideal based on personality type. A sample of 80 female undergraduates were assessed on levels of self-monitoring and were then randomly assigned to one of three conditions. Subjects in the first condition were exposed to 13 advertisements containing ultra thin models. Subjects in the second condition were exposed to the same 13 advertisements containing the same models of a heavier weight. Those in the third condition were exposed to the same 13 advertisements exhibiting only the product/brand. Mood was assessed immediately after exposure using a 46 item mood adjective checklist. An additional recall survey was given to the subjects to remain consistent with the cover story. Results showed that there was a significant difference in mood depending on condition. Subjects exposed to the thin ideal had the lowest mean score in the happy factor, and highest mean score in the annoyed factor. There was no difference, however, in the mood scores of high and low self-monitors across any of the three conditions. Thus, the overall findings show that exposure to the thin ideal causes a decrease in women’s mood, and neither high nor low self-monitors appear more or less vulnerable to the thin ideal.

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Rights Statement

In Honors Theses

Abstract

Research demonstrates that not only framing a message in a personally relevant way can influence how relevant an issue is perceived to be, but also that personal relevance moderates attitude accessibility. Attitude accessibility, in turn, influences the selective interpretation effect. Therefore, it was hypothesized that people who read a personally relevant message will be more likely to selectively interpret subsequent information than people who read a non-personally relevant message. In this study, ninety-eight subjects were tested; half were in a personally relevant condition and the other half were in a non-personally relevant condition. Subjects in the personally relevant condition rated their attitude on Union College raising tuition, while subjects in the non-personally relevant condition rated their attitude on Public Universities raising tuition. Afterwards, all participants read two essays, one arguing for an increase in tuition in colleges and one arguing against an increase in tuition. Participants rated which essay was superior through four questions. The essays were pre-tested to ensure one was not better then the other. Although the results were non-significant, they were suggestive. Subjects in the personally relevant condition more biasedly interpreted the essays than subjects in the non-personally relevant condition.

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Rights Statement

In Honors Theses

Abstract

When people are involved in role-playing games, they often get wrapped up in the game and subsequently their behaviors change. Some people are able to perceive that their behaviors change while others seemingly cannot. Objective self-awareness (OSA) refers to a state when a person is internally focused on the self as opposed to externally focused elsewhere and can be triggered by seeing oneself in a mirror. The current study examined the effects of objective self-awareness on the accuracy of self-perception after participating in a role-playing scenario. Participants were assigned a role to play in a decision-making scenario. Immediately following, participants took a self-perception survey asking about their behaviors during the experiment. Half of the participants took the survey in front of a mirror and half did not. The accuracy of participants’ self-perception was determined by independent judges who coded video-recordings of the participants during the role-playing scenario. It was predicted that the OSA participants would self-perceive more accurately, but the results were not significant.

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Rights Statement

In Honors Theses

Abstract

This study examines the effectiveness of fear appeal manipulations containing high self?accountable emotions on drinking behavioral intentions. Previous research on low?risk behaviors (sun?screen use) has demonstrated that evoking personal responsibility using high self?accountable emotions in a fear appeal is significantly more likely to produce positive behavioral intentions (desire to stop the risky behavior) than fear appeals with no added emotional component, or fear appeals containing low self?accountable emotions. The current research seeks to investigate whether this trend holds for the more complicated, high?risk behavior of drinking, using self?monitoring as a moderating variable. Five conditions were created (control, fear alone, fear and regret, fear and guilt, fear and challenge), presented as personal narratives, and evaluated using two surveys. It was hypothesized that low self?monitors would be significantly more likely to express behavioral intentions to reduce their drinking behavior when exposed to fear appeals containing high self?accountable emotions than high self?monitors, and that neither high nor low self?monitors would show a significant change in behavioral intentions after being exposed to the fear alone, or control condition. Due to a small sample size, the results did not directly support the hypothesis, but analysis revealed ideas for future research using this method.

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Rights Statement

In Honors Theses

Abstract

The purpose of this study was to investigate the relationship between dance and spirituality. It was hypothesized that dancers would demonstrate an increase in spirituality after five weeks of dance classes compared to non-dancers. Twenty-one undergraduates who took dance class(es) and 33 students who did not engage in dancing completed a spirituality questionnaire twice, and the spirituality difference was compared. Although the results did not support the primary hypothesis, the observed means in descriptive statistics based on two factor analyses indicated that the results were in the predicted direction. The dancers seemed to show an increase in spirituality, while non-dancers showed a decrease. Future studies with a larger number and with more variability of samples may contribute to investigating the relationship between dancing and spirituality.

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Rights Statement

In Honors Theses

Abstract

Economists often explain consumer utility and demand in terms of income and price, but fail to consider the psychological factors that simultaneously influence our everyday decisions to buy the products that we do. This thesis aims to meld consumer behavior findings from the economic and psychological disciplines by analyzing a set of actual consumer behavior data. The main objective of this thesis is to determine how consumer purchasing decisions are dependent upon economic, psychological and marketing variables. Part 1 of this thesis develops a comprehensive model to embody the effects of Price, Income, Marketing Strategy, Pre-Shopping Behavior, Brand Loyalty, Gender, Education Level, Age, Household Size, Number of Children, Marginal Value of Time and Willingness to Pay on a consumer's Decision to Purchase two target goods. A marketing survey was used to gather information pertaining to participants’ most recent purchases of Special K® cereal and Toyota® automobiles. Two probit models were developed for each good category, the first of which included all observations, the second of which excluded all Brand Loyal observations because Brand Loyalty was deemed to perfectly predict Decision to Purchase for both goods. Special K Model 1 revealed a significant effect of MSRP listing, Coupons and Other Pre-Shopping behaviors on one’s Decision to Purchase. Special K Model 2 revealed a significant effect of Coupons, Other Pre-Shopping behaviors and Willingness to Pay on one’s Decision to Purchase Special K® cereal. Toyota Model 1 revealed significant effects of Children, Advertisements, Rebates and Comparison Shopping on Decision to Purchase, while Toyota Model 2 revealed a significant effect of Children, Rebates and Comparison Shopping on Decision to Purchase a Toyota® automobile. Part 1 also employed a Chi Squared analysis to determine if the variables of Income, Age or Education were related to ones’ responsiveness to individual marketing strategies. Contingency results revealed a significant relationship between Income, Education and Age and many of the marketing strategies for both cereal and automobiles. Part 2 of this thesis is intended to provide a more in depth look at the effects of Gender on one’s Purchase Decisions, Pre-Shopping behaviors and responsiveness to individual marketing strategies. Prior literature focused on the Elaboration Likelihood Model of Persuasion has suggested that there is a difference in the route by which males and females’ process persuasive information, suggesting that marketing strategies might be interpreted differently between genders. Statistically significant differences were found between the frequency at which males and females purchased cereal, responded to marketing strategies and engaged in pre-shopping behaviors, lending additional support to previous findings on the sex-role orientation of household products. The results of this thesis have important implications for marketers and retailers alike. By better understanding the purchasing tendencies of their specific customer base, this thesis will aide retailers in predicting customers’ future behaviors, allow them to employ more effective marketing strategies, and most importantly, increase their sales.

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Rights Statement

In Honors Theses

Abstract

The present study examines the potential for reducing prejudiced attitudes towards homosexuals in high Right-Wing Authoritarians by inducing vicarious cognitive dissonance. Participants completed six social attitude scales, including the Right-Wing Authoritarianism Scale (Altemeyer, 1998) and the Attitudes Towards Homosexuals Scale. In the experimental condition, participants watched videos of religious authorities endorsing positive attitudes towards homosexuals. It was hypothesized that compared to the control condition, high RWAs would report more positive attitudes toward homosexuals after watching the video. Although the results did not significantly support the hypothesis, interesting patterns emerged in the data suggesting religious differences in the effectiveness of the authority figure for inducing social attitude change.

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Rights Statement

In Honors Theses

Abstract

The current study investigated personnel selection decision making between high and low self-monitors as a function of social context (alone or with others) and the physical attractiveness of a potential candidate. Social context has considerable implications on one’s cognitions; merely being in the presence of others can cause people to rely on external cues and ignore inner dispositions. One hundred and fifty participants were asked to look over fictional resumes and decide on the worthiness of the potential candidate. The current study hypothesized that all participants would be affected by physical attractiveness of the candidate in the group condition, while relying more on the qualifications of the candidate when alone. High self-monitors were predicted to place a stronger emphasis on the attractiveness of the potential candidate regardless of the social context they were placed in, while lows were predicted to be more affected by attractiveness only in the group context. While the results did not entirely support the hypotheses, the study does suggest a connection between these three variables, and future research should be conducted to determine the exact relationship.

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Rights Statement

In Honors Theses

Abstract

The purpose of this research was to investigate the underlying causes of the increases in abnormal and dangerous eating behaviors that take place on Union College’s campus, specifically looking at freshmen and senior girls. Between entering Union as a freshman and leaving as a senior, it has been predicted that eating patterns and attitudes towards food are significantly different among these two groups of girls. It is hypothesized that due to Union’s conditions, being a small, upper-middle class white private college, along with some unidentifiable pressure to look a certain way, female students feel extreme pressure to conform to the Union body ideal. Those who stand out strive to fit the norm, regardless of the extremes they must take to diminish their flawed physical differences. In a world that stresses uniqueness, individuality, and loving oneself while simultaneously expressing to women that thin is the only way to be beautiful, it is no wonder that college females face these bodily pressures to conform to the thin ideal.

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Rights Statement

In Honors Theses

Abstract

The current research examined the impact of self-monitoring propensity on the "IKEA Effect", in which labor induces greater liking for the products of one's labor, and as a result overvaluation of one's creation. Whereas there was some research, such as those on toolkits or the "IKEA Effect", which investigated valuation of self-created or self-build products, there is still little on personality traits influencing such valuations. In the experiment, students evaluated their self-assembled origami crane, cranes made by other participants, or cranes made by someone with high experience doing origami. The valuations made by the groups in different conditions are then compared. Results suggest that labor does not lead to increased valuation and interaction with self-monitoring was not significant but can be qualified as a trend. These finding can have implications for marketing manager decisions, and company employers and managers more generally. Our research discusses alternative explanations, implications, and opportunities for future research.

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Thesis

Rights Statement

In Honors Theses

Abstract

Previous research has been conducted that suggests that those who have trait anxiety have lower working memory capacity. Lower working memory capacity has also been shown to increase the likelihood that one commits cognitive heuristics. In the current research, we examined the relationship between one's level of trait anxiety and their chances of committing the fundamental attribution error (FAE). In the experiment participants were randomly selected into one of four different conditions. Then participants completed the Spielberger trait anxiety scale which was used to separate participants into low and high trait anxiety groups. In each condition participants read an essay about a course policy change and answered questions about the essay and the author to test whether or not they committed the FAE. The essay was either pro- or anti-policy change and was either written under a choice condition or an assigned condition. Results showed that trait anxiety had no effect on one's likelihood of committing the FAE. The only significant main effect was that of essay position which is consistent with previous research. Future directions for research are discussed to explore this concept further.

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Thesis

Rights Statement

In Honors Theses

Abstract

Previous research has shown that the cultural worldview a person holds has an impact on his or her attitudes and behaviors throughout life. Terror management theory posits that this worldview functions as a cultural anxiety-buffer from the overwhelming anxiety and terror that results from a person becoming aware of his or her own mortality. In particular, terror management theory suggests that there is a master motive behind religion, and that when placed in a mortality salience condition, a person's beliefs and worldview will strengthen. Another personality variable that requires a strong worldview or framework is self-monitoring, which allows a person to use his or her attitudes as guides for subsequent behavior. High self-monitors base their actions on situational information, while low self-monitors strive to act based on their true attitudes. The current study tried to determine if terror management's impact on religiosity could be moderated by self-monitoring. Participants were classified as high or low self-monitors, put in the control or mortality salience condition, and then answered questions concerning their levels of religiosity. The results were not significant, but the patterns of means were in the predicted direction.

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Thesis

Rights Statement

In Honors Theses

Abstract

Obesity rates have been rapidly increasing in recent years. This is a problem especially for low-income families and for households without access to quality food. Consequently fast food restaurants are a solution for those who cannot afford healthy food. The large number and variety of fast food restaurants coupled with their aggressive advertisements cheap prices and large portions may have an effect on consumption and obesity rates. This study explored the relationship between types of advertisements utilized by fast food restaurants and consumers' willingness to pay (WTP) to see if bundled advertisements have a significant impact on WTP. Bundles also referred to as value meals combine two or more products which are sold at a lower price than the individual prices combined. Using a between subjects study a Becker DeGroot Marshak (BDM) bidding auction was conducted to elicit participants WTP for three different items a drink fries and a burger which were advertised individually or in a bundle. I hypothesized that consumers would be willing to spend more on individually advertised items than the same items advertised in a bundle. I found that consumers were indeed willing to pay significantly more for items sold individually than in a bundle. These results suggest that consumers see purchasing bundles as a gain rather than a loss increasing the overall perceived value of the bundle and decreasing the perceived cost.

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Thesis

Rights Statement

In Honors Theses

Abstract

High self-monitors tend to prefer image-oriented advertisements, whereas low self-monitors favor quality-oriented advertisements. Past research has found that image congruence had a stronger affect on product evaluations of high self-monitors relative to low self-monitors for public products, while this effect did not emerge for private products. Study 1 extended these findings by examining the effect of self-monitoring and public/private products on evaluations of image- versus quality-oriented advertisements. The participants were shown two sunglasses (public product) advertisements and two toilet paper (private product) advertisements; for each product, one advertisement was image-oriented and was quality-focused. The participants completed two questionnaires—one for each product type—and the self-monitoring scale. Study 2 employed a similar method but extended the self-monitoring propensity to different public products: Ice cream (luxury product) and a winter coat (necessity product). Past findings suggest that high self-monitors are influenced more when considering luxury, rather than necessity, products. Although not significant, analyses of Study 1 showed that high self-monitors preferred the image-oriented sunglasses advertisement, while low self-monitors preferred the quality-focused sunglasses advertisement. Both high and low self-monitors preferred the quality-oriented toilet paper advertisement. Although also not significant, the results of Study 2 illustrated that high self-monitors preferred the image-focused advertisement for both the luxury and necessity advertisements more than low self-monitors. The results of both studies confirm that high self-monitors prefer image-oriented advertisements for public products more than low self-monitors. Possible limitations and future research directions are discussed.

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Thesis

Rights Statement

In Honors Theses

Abstract

The Theory of Planned Behavior (TPB) is a leading theoretical model used to explain the intention-behavior relationship as it relates to exercise. Even though TPB consistently explains some of the variance between intention and behavior, the rest of the variance has yet to be explained. This study investigates whether individual differences in terms of the Big Five personality dimensions, specifically, Conscientiousness and Extraversion, can account for any of the additional variance. The present research extends on past research by examining how personality relates to intention in terms of its relation to the constructs of TPB. 122 students at Union college participated in the experiment in which they were asked to complete personality inventories and read a persuasive message to exercise targeted at one of the constructs of the TPB: attitude towards the act, perceived behavioral control (PBC), or subjective norm (SN). It was hypothesized that for individuals high in conscientiousness the message targeted at PBC would produce greater intention to exercise whereas for individuals high in the extraversion dimension, messages targeted at both attitude towards the act and SN would predict greater intentions. Results support the first hypothesis, that individuals high in conscientiousness had a greater intention to exercise after the PBC message. In the second hypothesis, only SN was related to greater intentions. Implications concerning public health implementations to increase exercise are discussed.

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Thesis

Rights Statement

In Honors Theses

Abstract

The current study aimed to explore the relationship between the two routes to persuasion proposed in the Elaboration Likelihood Model of persuasion, the central route and the peripheral route, and an individual's self-esteem. It was hypothesized that individuals with low self-esteem would be more likely to follow the peripheral route to persuasion due to a lack of cognitive resources needed to enter the central route, while those high in self-esteem were thought to be more likely to follow the central route. Participants were first asked to fill out a series of three short questionnaires, one of which was the Rosenberg Self-Esteem scale. They were then given 30 seconds to read an advertisement for a showerhead. Participants could have been exposed to one of four ads. Some of the ads had relatively strong arguments for the showerhead and others had relatively weak arguments. Also, in some ads the spokesperson was an expert on showerheads, in others, he was a non-expert. The results revealed that individuals with low self-esteem were more persuaded by the expert than non-expert source and that high self-esteem individuals were more persuaded by the strong rather than the weak arguments.

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Rights Statement

In Honors Theses

Abstract

The market for counterfeit luxury goods has been growing exponentially over the past several years, causing the luxury brand market to lose approximately $12 billion per year (International Chamber of Commerce 2004). In the United States, over 750,000 jobs are lost annually due to counterfeiting (US Chamber of Commerce 2006). This study hypothesizes that consumers with Social-Adjustive attitudes have a higher preference towards logos and will be generally indifferent towards authenticity, while Value-Expressive consumers prefer higher quality bags and are generally indifferent towards the presence of logos. Consumers' degree of preference towards their respective variable (quality or logo) is slightly different in each control situation (i.e. logo is more important to Social-Adjustive consumers when bags are counterfeit as opposed to authentic). This paper examines the purchase intent for handbags varying by either logo or authenticity. The independent variables used to measure purchase intent (dependent variable) are consumers' attitudes towards counterfeits and luxury goods: Value-Expressive and Social-Adjustive. Using survey data, 123 female Union College students are categorized by attitude. Responses from these categories determined the effects of attitudes on preferences. Purchase intent for four bag comparison questions (two per hypothesis) is measured using regression analysis. Attitude functions are regressed on purchase intent in different ways to measure their pure and joint effects of each attitude on purchase intent. My research expands on previous research by examining the effect of consumers' attitudes on purchase intent when dealing with logo preference.

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Thesis

Rights Statement

In Honors Theses

Abstract

Prior research on self-monitoring has indicated high self-monitors will moderate their behavior based upon their environment, whereas low self-monitors listen to internal cues to make behavioral decisions. Within the consumer research, there appears to be individual differences in product evaluation. Self-monitoring orientation has emerged as one explanation for variance in product assessment. High self-monitors have indicated to be more receptive to image-based advertising. Conversely low-monitors have shown to be drawn to quality-based advertisements. Thus, other attributes such as product design, specifically color, appear to be moderators in product assessment among high and low self-monitors. The current research examined the possible connection between color activation and self-monitoring orientation. Participants completed a self-monitoring and scale and took a survey assessing coconut water assessment, which was either a warm or cool toned framed advertisement. High self-monitors appeared to respond more favorably to warm tones than low self-monitors. Thus, the research provides evidence for a connection between high self-monitoring and a preference toward warm, excitatory tones when evaluating products.

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Thesis

Rights Statement

In Honors Theses

Abstract

Sexual objectification (SO) is an omnipresent experience for women that decreases their quality of life. Researching why SO occurs and is perpetuated can help us understand how to decrease the interpersonal, mental health, and safety consequences women face from being sexually objectified. This presentation looks at sexual objectification through the lenses of two different disciplines: psychology and classics. The psychology component involved an empirical study aimed at better comprehending women's perceptions of their own SO and the connection SO has to Greek life. Nineteen men from Union College completed two scales to assess their direct and indirect SO of women, and 83 women from Union College reported their perceptions of college men's SO of women and their own experiences of sexual objectification. Results indicate that as a woman's experiences of SO increases, so does the degree to which she thinks the average college man sexually objectifies women. The results also demonstrate that women think men sexually objectify women more than men actually report. No connection to Greek life was found. The classics component entailed an examination of Ovid's <em>Ars Amatoria, </em>an Ancient Roman elegy on dating written around 1 BC. Analyzing <em>Ars Amatoria</em> can help us better understand how SO of women occurs today. Ovid promulgated active and passive gender roles, impossible hypocritical standards, violence, and misogyny. Using modern SO theory and research, we can gain insight into the often-forgotten experience ancient Roman women had. Although written in a vastly different culture and society than today, <em>Ars Amatoria</em> is still relevant to a modern audience and can inform our understanding of SO.

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