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ERIC Number: EJ797283
Record Type: Journal
Publication Date: 2008
Pages: 7
Abstractor: Author
Reference Count: 38
ISSN: ISSN-1082-1651
Promotional Product Marketing, College Students, and Social Identity
Workman, Jane E.; Freeburg, Beth Winfrey
Journal of Family and Consumer Sciences, v100 n1 p43-49 2008
This study describes the type and nature of promotional items distributed on university campuses to students; college students typically are in a stage of life characterized by identity exploration. Among 241 students, 90% received at least one promotional item (e.g.,T-shirts, pens/pencils, magnets, calendars, water bottles); 58% received at least one T-shirt. Most common imprints on the 249 T-shirts were the university's name, alcohol vendors, or credit cards. Some products and services being promoted were controversial (e.g., credit cards, alcohol). The appeal of controversial promotional products has the potential to adversely shape college students' social identity. (Contains 2 tables.)
American Association of Family and Consumer Sciences. 400 North Columbus Street Suite 202, Alexandria, VA 22314. Tel: 800-424-8080; Tel: 703-706-4600; Fax: 703-706-4663; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A