College - Author 1

College of Liberal Arts

Department - Author 1

Psychology and Child Development Department

Degree Name - Author 1

BS in Psychology



Primary Advisor

Daniel Levi


The purpose of this study was to examine if there is a difference in advertising preferences among college students. Three different types of advertisements were presented for five different products for the participants to review in this study. These three types of advertisements were sex, computer generated imagery and sustainability. The five different products were Orbit Gum, Pepsi, Absolut Vodka, Nike and Aveeno. The participants were asked to rate which one of the three advertisements was most compelling. The variables of gender, ethnicity and year in college were examined. The study also wanted to find out which advertisement overall was most effective to the participant and why. The participants in this study were students from California Polytechnic State University. The sample comprised of students that passed by a busy area on campus, Julian’s Coffee Shop at the Kennedy Library. The researchers of this study used a survey to collect data on the advertising preferences of the college students. The results of the study showed that sustainability advertisements were preferred by Cal Poly students. The results of the study also showed that men have a greater preference for sex advertisements than women do. In addition, it also showed that women have a greater preference for sustainability advertisements than men do. Although this study had a large sample size of 350 students, the results may not apply to a greater population since the participants were only from one university.