Influence of Celebrity Endorsement On the Purchase of Slim Tea by Female Undergraduate Students in Selected Southeast Nigerian Universities

This study explored the influence exerted by celebrity endorsement on the purchase of slim tea products by female undergraduate students in universities in southeast Nigeria. Specifically, the study aimed to determine the relationship between the brand image of slime tea and celebrity endorsement, identify how celebrity choice influences the brand image of a product, and also examine how female undergraduate students’ choice of brand product is driven by celebrity influence. The population of this study consisted of female undergraduate students in the University of Nigeria Nsukka, Michael Okpara University of Agriculture Umudike, Madonna University Okija, and Ebonyi State University Abakiliki. A multistage sampling technique was used to arrive at a required sample size of 383. I did an oversampling and a total of 400 copies of the questionnaire were distributed and 392 copies of this questionnaire were filled and returned, making for a return rate of 98%. Findings from this study showed that respondents believe that celebrity endorsement can influence their brand choice. And that the choice of celebrity used matters a lot. If an organization fails to provide a positive and strong brand image, it may directly or indirectly affect consumers’ decision-making; as consumers may shift to competitors that offer a better experience. From the findings of this study, it is recommended that advertisers should make use of the right celebrities to enhance the brand image of their products and also consider celebrities whose profession and lifestyle are in sync with the products and services that they are endorsing.

Tailored vs. Standard Curriculum and General English Achievement: A Study of Teachers’ Views

This study was conducted in two phases. The first one is the preliminary phase aimed at tailoring the standard curriculum based on learners’ needs analysis. The second one is the main phase, intended to evaluate the tailored curriculum based on teachers’ views. The participants in the preliminary phase of the study (tailoring the curriculum) were 346 non-native male and female undergraduate students who received the same Pre-Requisite General English course at their first semester in university. They were studying different majors, including Accounting, Architecture, Civil Engineering, Electrical Engineering, and Mechanical Engineering. The participants in the main phase (evaluation of the tailored curriculum by teachers) were 10 non-native male (7) and female (3) teachers who taught the Pre-Requisite General English course through the tailored curriculum. The findings of the study supported the hypothesis that the teachers have a positive attitude toward using the tailored curriculum in teaching the Pre-Requisite General English course. It seems that the implementation of this tailored program, which is based on learner-needs-analysis, can enhance the effectiveness of the English for General Purposes (EGP) course, compared to the standard one.

Conditions in Which Math Anxiety Decrements Performance on Working Memory Capacity Measures

Experiencing math anxiety comes with cognitive costs. The purpose of this study was to test the conditions under which math anxiety decrements working memory capacity. Half the sample of female undergraduate participants received a warning that the study would involve a difficult math task. All participants then completed two working memory assessments, one math-related task and one non-math-related task. Math anxiety was assessed with a short Mathematics Anxiety Rating Scale. Results suggest that math-anxious individuals given a warning performed worse than both those without the warning and non-math-anxious individuals. The decrements from math anxiety appeared to specifically harm performance on tasks that overtly involve math as it seems that people struggle most when they plan to struggle. This could provide insight for anxiety treatment in educational and clinical settings.

A Study on Altruism and Subjective Well-Being among Emerging Adults

Being altruistic is one of the basic human traits but not exhibited by all, it has the capacity to transform the life of the people. The study aimed to explore whether being altruistic and perceived subjective well-being of emerging adults are related and also to find whether gender difference exist in the research variables. The participants consisted of 200 male and female undergraduate College students. Data were analysed using Karl Pearson’s correlation. Results of the study indicated that there exists a significant relationship between altruism and Subjective Well-being. The study also revealed that the emerging adult did not differ based on gender on Subjective Well-being. Also, they differ based on gender on altruism.

Sorry, Not Sorry: Effects of Different Types of Apologies and Self-Monitoring on Non-verbal Behaviors

This study examines the effects of different types of apologies and individual differences in self-monitoring on non-verbal apology behaviors involving a server apologizing to a customer. Apologies divide into sincere apologies that reflect genuine recognition of fault, and instrumental apologies, made for achieving a personal goal such as avoiding punishment or rejection by others. Self-monitoring (public-performing and other-directedness) were also examined. Fifty-three female undergraduate students participated in the experiment. Participants were assigned randomly to either a sincere apology condition or an instrumental apology condition. They watched the film clip of the communication between a customer and server and then role-played how they would apologize if they were the server. Participants’ non-verbal behavior during the role-play was videotaped. The results showed an interaction between the apology condition and self-monitoring on non-verbal behaviors. When public-performing was low, gaze avoidance was more likely to occur with a sincere apology than an instrumental apology. There was no difference when the public-performing was high. Facial displays of apology were apparent in the instrumental apology compared to the sincere apology. This tendency became more conspicuous with increased public-performing. Our results indicated that the higher the public-performing, the more participants tried to convey the feeling of apology by combining a direct gaze and facial displays in an instrumental apology. On the other hand, results suggest that lower levels of public-performing elicited less immediacy in offering a sincere apology. Further studies are needed to determine whether these results apply to other conflict resolution situations.

Exploring the Experience of Anxiety Among Final Year Students at University: A Thematic Analysis

The transition from undergraduate study to a postgraduate career can be an anxiety provoking experience for many students. In this study, we explore the shared experience of five “anxious” undergraduate students as they transition from higher education towards their postgraduate careers. Using a qualitative methodology, semi-structured interviews were conducted with five female undergraduate students from different courses at a UK university. A thematic analysis revealed two overarching themes: perceived pressure without sufficient support, and concerns about next steps. The findings suggested the final year is emotionally demanding, and students felt as though there was a lack of provision to manage their transition to postgraduate work or study. Possible implications for policymakers are detailed and areas for research are discussed.