When Gbemi (pronounced Bemi/Bimi) Adebesin (’17) came to ACU, she was no ordinary freshman. Gbemi came to ACU as an international student from Nigeria at the tender age of 15. Prior to that, she had spent 6 years in boarding school so the adjustment to a new place, a new culture, and a new style of learning was a shock. Gbemi began her academic career as a biochemistry pre-med major but in her sophomore year, she says she gained more insight and clarity into her personality and purpose and changed her major to accounting graduating in 2017 with a Masters in Accountancy.
Being such a young college student meant that ACU played a huge part in shaping Gbemi and her future as an adult. She said, “I remember being so super shy when I arrived and having a lot of doubts in my faith and career; but my time and experiences at ACU definitely helped me broaden my horizon and gain more perspective, direction, and confidence. I can’t overemphasize how much the knowledge, culture, and skills I gained from ACU and COBA continues to be so relevant and important to me to date.”
Part of the vision, mission, and values that COBA hopes to instill in students is “Excellence and Impact” which means upholding high moral and professional standards of excellence for faculty, staff, students, and alumni, calling each person to a life of service and leadership that glorifies God and transforms communities and society. Gbemi is a shining example of that excellence. She obtained her CPA (Certified Public Accountant) in 2018 and her CFE (Certified Fraud Examiner) in 2020, receiving the notable honor of Top Achiever Africa Award from the ACFE (Association of Certified Fraud Examiners) South Africa chapter for having the highest overall score in Africa. Adebesin recognizes how special receiving the honor is saying, “It feels amazing and that’s partly because I had never expected to receive such an award. The exam is designed such that you never really know your scores, you only know if you pass or not, so I didn’t think such an award existed. Taking the exam was out of my deep interest and passion for the field, so to have that reflected by the award is truly special.”
Gbemi is currently working as an external auditor with PricewaterhouseCoopers (PwC) Nigeria but gained experience in the accounting field working at Eide Bailly in Abilene for a year before moving back home and enrolling in a one-year nation-building program during which she joined PwC as an auditor. Like most new graduates, Gbemi found the transition from being a student working full time to be a bit jarring. “Having spent the majority of my life at school with no internships in my career field, I felt like a fish out of water every day for the first few months. I really loved and enjoyed school so transitioning from that secure ‘bubble’ environment was a big step out of my comfort zone and a paradigm shift. Let’s just say reality hit me.” Along with the adjustment to work, there have been other challenges she has faced. One of those challenges is something that’s felt by many but rarely discussed – Imposter Syndrome. She said, “I feel the challenge I struggled with the most and for the longest time is Imposter Syndrome, which has held me back in some ways; but I’m learning to just show up with my best foot forward and leave the rest. The other notable challenge I experience, being in the working world now, is finding ways to integrate all facets of my life with my work and ensuring my faith and relationships don’t suffer.”
Adebesin’s faith is integral in her career and her relationships with colleagues and clients. “My faith plays a huge role in my work and is what keeps me going. Apart from cultivating a greater sense of meaning in my work, it has shaped and improved my values, work ethic, and relationships with people like my colleagues, clients, etc. It drives me to continually strive to be better in everything I do and contribute as much as I can to a better world and environment. Since I spend most of my time at work, work is one major way I’m able to express and fulfill my faith through leading by example and letting my life and work tell the story of my faith and trust in God.”
The people and places of ACU were formative for Gbemi in many ways. Some of her favorite memories at ACU are those “little moments like walking across campus, even though sometimes it’s while rushing to class, hearing the chapel bells ringing, being in class, the activities and events (homecoming with the fireworks, tailgates with amazing food and activities, international student events, theater, etc.), the Bean and campus center food, snow days, chapel worship, and most importantly the time I got to spend with all the wonderful people I met at ACU.”
Adebesin said that some of her best memories come from her time at McDonald dorm in the spring of 2013 saying, “I was so shy back then, but I still remember how welcoming everyone I met there was.” She cherishes the friendship of the people she encountered while working at the ACU Foundation and Advancement office, as a tutor in the University Access Programs, and at Residence Life, who were so kind to her, saying how much she deeply appreciated them. She is also thankful for the kindness and support she received from her academic advisors, the ACU Career Center, and Student Financial Services.
Gbemi also has high praise for her former professors, saying, “Wow, I love a lot of different professors for different reasons and they all left memorable impressions on me in various ways. They were so admirable, kind, patient, and always willing to help, even beyond the classroom, which really enhanced my ACU experience. I guess I can use this as a form of a shout-out to all my professors from COBA (in no particular order): Professors Perkins, Vardiman, Stewart, Fowler, Little, Clements, Stovall, Neill, Wertheim, Brister, Burton, Easter, Phillips, and the Popes. I didn’t have Professors Marquardt and Tippens for class, but they were also really caring on other occasions. There were also quite a number outside of COBA too that I appreciate. For example, I’m always grateful for the Powells, who took my siblings and me in as part of their family, Professor David Merrell, who always cared for me and my sister, and Professor John Willis who was such a loving person. I know I mentioned many names and there are still more I could mention. It was truly a blessing having these wonderful and brilliant professors and I just want them to know that I always remember and appreciate them beyond words, and I can still mention a thing or two that I learned from each of them that stuck with me.”
As the saying goes, “hindsight is 20/20”. Gbemi’s advice for freshmen comes from looking back on what she experienced and learned while at ACU. “I’d say ‘be water’ and be ready to step out of your comfort zone. Get involved in campus activities and keep up with the meaningful relationships you form but obviously not to the detriment of studying and classes. The professors and students are so helpful and there are numerous resources and tools on the ACU campus, so be open to asking around and being vocal about your needs. One of the most important things for incoming COBA freshmen is to make use of the Career Center early.”
As business students look to their future careers, she encourages them to take advantage of all that the ACU Career Center and COBA’s Professional Development program have to offer. “I’d advise them to be curious, open-minded, and continue to challenge themselves in as many ways as possible. They should try to get practical experience and exposure through networking, jobs, and internship opportunities. An internship was something I didn’t experience and now know its value in hindsight. The career center is a great resource to take advantage of for this. Also, this is a great time to start taking a holistic view of their life and being mindful to have a clear life vision for their future.”
Adebesin knows that attending college in a foreign country is a challenge for many international students. She advises international students to “be open because most people at ACU are always ready and willing to help. The international student community has many wonderful people as well as a lot of activities such as international student dinner, ethnos, Hispanic Unidos, etc. I always had an amazing time at these events and would encourage every international student to participate. In light of this, I would like to give a special shout-out to Lucy Dawson, Laura Blake, Daniel Garcia, Susan and Art Green, and the other international student office staff who made ACU feel like home.” Gbemi was also enrolled in the Friendship Family Program where she met Karen Douglas, a counselor at ACU. “Karen and her family have been such a blessing in my life while at ACU and after in more ways than I can thank her for. I’m very thankful and blessed to have met someone so loving and amazing and to have another home and family away from home.”
Gbemi Adebesin truly is living out the vision of the college to inspire, equip and connect Christian business and technology professionals to honor God and bless the world as she lives out her calling in her vocation and in her community. “My time at ACU has been so memorable, even the littlest experiences, so I experience a lot of nostalgia when I look back. I will forever feel blessed to have been a part of that community and to have these spectacular people in my memories, including those not mentioned here.” Congratulations to Gbemi on the honor received – we can’t wait to see the ways she changes the world.
When Sarah (Hailey) Bacon (‘13) graduated with an undergraduate degree in accounting and then with a MAcc degree in 2015, she likely did not imagine that she would become the Vice President, Accounting Officer at First Financial Bankshares, Inc. at such a young age. Sarah’s passion for numbers, her diverse background in accounting, and the pull of being close to family all had a hand in shaping her future career path.
During her time at ACU, she worked in the COBA Dean’s office as a student employee and also held a job as a controller for a local insurance agency. Bacon was able to apply many of the principles she was learning in both her undergraduate and graduate classes during this time. She also gained a firm understanding of the business world which she says helped tremendously at her first post-graduation job in public accounting as an auditor at a firm in Dallas. “I could relate to clients having been one myself. Ultimately, the combination of industry and audit experience lead me to my current position with First Financial.”
In early 2018, Sarah and her husband Michael (’12) decided they wanted to move back to Abilene to be closer to family. It didn’t take long for her Abilene connections to notify various people at First Financial that the Bacons were moving back to town. One morning, Sarah received a call from the previous CFO of First Financial Bankshares and, after interviewing in person a week later, they created a position for Sarah. “I was very excited because I had dreamed of working there since I first went to college.”
As most new grads find out, learning to navigate the world of working young adulthood can be hard. Sarah said, “Learning to balance work and life has always been a struggle for me. I’ve learned that there is a balance, however. That balance is different for everyone and is ever-evolving throughout the different stages of life. My best advice to anyone, including myself, is to be patient with yourself.” One of her favorite take-aways from ACU was a quote that came from Dr. Gary McCaleb to “be a life-long learner”. “This is so prevalent in today’s world where things are constantly changing and evolving at an unprecedented pace. I must always strive to be better and more knowledgeable in my field and in general. My time at ACU provided me the tools and the drive to be a life-long learner.”
Bacon said that one of the biggest surprises she’s encountered since leaving ACU is that she’s found ACU alums everywhere she has gone. “There have been ACU alumni at every company I’ve worked for, lots of networking events and several places that I’ve traveled. It’s so fun to reminisce about common professors, social clubs and Sing Song.”
COBA believes in empowering students and alumni to weave their faith into their vocation. This is something that truly resonated with Sarah as a student and now in her current position. “My faith has impacted my work most from the standpoint that I have long-believed accounting has been my calling. I try to use Christian beliefs and strong morals in everything I do, and every decision I make. I had a strong faith in Christ before I was a part of COBA, but learning in a Christian environment only helped strengthen that faith.”
Along with growing deeper in her faith, some of Sarah’s favorite memories were made at ACU; most importantly meeting her husband, Michael Bacon, in the Fall of 2014 in Dr. Paul Lakey’s communication class while they were both in graduate school and then marrying him in the Chapel on the Hill on ACU’s campus in 2016. To top off the magical day, the ceremony was conducted by Sarah’s dad, Joe Hailey (’69). Sarah also has a special place in her heart for the ACU tradition of singing “The Lord Bless You and Keep You”. She said, “I can’t narrow down one specific time that is my favorite, but the feeling of unity and common love felt when this song is sung at ACU is something that will stick with me forever. It’s the kind of feeling that gives me chills and brings a smile to my face. I associate this song with ACU.”
During her time at ACU, Sarah enjoyed being a COBA Dean’s office student employee. “I had the opportunity to get to know several professors and back-office associates better than most. I learned how down to earth they are and how much they really care. Dr. Jonathan Stewart is one of my favorite professors. His podcasts were a big deal before podcasts were a big deal and made learning fun. I loved how several COBA professors integrated fun, out-of-the-box ways of learning. Dr. Bill Fowler’s audit stories always made me laugh.”
Sarah encourages students, especially freshmen, to spend time talking to their professors. “Invest not only in your studies but in your relationships with the people around you. The content of studies is always evolving but your connections will only go away if you let them. Building a network of professionals and fellow students can be more valuable than you could imagine.”
Bacon also has some advice for current accounting students preparing for their future. “I suggest current accounting students evaluate early on if they plan to sit for the CPA exam. Adjust your class schedule so you have the right classes completed in order to take exams while still in school. Take advantage of the resources COBA provides for study materials and take as many exams as possible prior to beginning your career after college. It’s helpful to do this while you’re still in the habit of studying.” And for all COBA students, she suggests, “Participate in the practice job interviews and learn to keep up with current events in your field.”
As part of the vision, mission, and values of the college, COBA strives to create excellence and impact by upholding high moral and professional standards of excellence for faculty, staff, students and alumni, calling each person to a life of service and leadership that glorifies God and transforms communities and society. Sermons aren’t just lived out from the pulpit. Sometimes, the best sermons are seen at places like banks. Thank you to Sarah Bacon for making the world a better place by living out faith in the workplace.
When Matt Boisvert (’97), President and co-founder of Pharos Resources, graduated from ACU with a degree in marketing he never would have dreamed that his professional life would be so heavily influenced by his time as a student and as an educator. Matt has given back to his alma mater by being consistently involved in helping current students with professional development by providing internships and support at Pharos Resources as well as serving on COBA’s Visiting Committee.
After graduating from ACU, Matt began his career at C&W Manufacturing in Alvarado, Texas as the Director of Marketing. It didn’t take long for Boisvert to return to the classroom. In 2001, while working on his MBA in Services Marketing and Management at Arizona State, he began interning with Hallmark Cards at their headquarters (Kansas City, MO) in their Specialty Retail Group, implementing and measuring the grand opening marketing strategy for Hallmark stores. Matt received his MBA in 2002 and came back to ACU’s College of Business Administration to become the Director of COBA’s Career Development Center, building a comprehensive career readiness and employer relations program for business majors.
Some of the colleges and universities that Pharos works with.
In 2004, Boisvert became the Director of Career Development for ACU and, in 2006, the Executive Director of the Office of Career and Academic Development. It was during these years that he learned about the challenges of student success, as this office was tasked with overseeing the “Support Our Students” program and related SOS software, as well as providing career development and academic counseling services to students. In 2007, Matt returned to COBA and served as the Assistant Dean of Marketing Operations and as a marketing instructor. He said, “Teaching taught me the power of actually ‘seeing’ your students in the classroom… identifying those who were struggling in academic and non-academic ways. At the same time, I was consulting with ACU to help commercialize the SOS software for the higher education market…which led to me making an offer to purchase and transfer the ACU-developed technology to a newly formed entity (Pharos Resources) in 2008.” In 2010, Matt entered Pharos Resources in the Springboard Ideas Challenge and won the “most fundable” business plan. It was time to fully pursue growing Pharos Resources – which meant leaving ACU in order to do so. However, this did not mark the end of his relationship with ACU. In fact, it has led to many opportunities for Matt to collaborate with COBA through Pharos Resources. Today, Pharos Resources serves 61 institutions across the United States and Canada. Its solutions are used by over 10,000 faculty and staff and provides support to over 125,000 college students.
Faith has played a vital role in Boisvert’s work throughout his life. “Having my identity in Christ has sustained me during the lows and keeps me humbly grateful in the highest highs. It is an incredible experience to be able to create value, impact lives, and build a team of people who are passionate about meaningful work. I feel so blessed to do this work.” Matt allows his faith to guide him day by day in all seasons, reminding him that he is uniquely made and loved by God. “God is investing in me, wanting to teach and continuously lead me for His plan. That has given me the freedom and confidence to create Pharos in a way that honors Him.” This is lived out by the way that Pharos treats their clients, how they interact with competitors, and how they invest in their client’s success.
Mission First with Anthony Melchiorri
Pharos’ current challenge, like most of the rest of the world, is helping clients navigate COVID-19. In May, COVID-19 forced universities to face difficult decisions about their summer and fall reopening plans. After hearing Anthony Melchiorri on the daily podcast “No Vacancy”, Matt reached out to the “Hotel Impossible” host and hospitality expert to see if he would share his insights from the hard-hit travel industry to improve the success of higher education institutions during the pandemic. Anthony is an expert on how to create clean, safe spaces with visual signs of sanitization, and provides an exceptional understanding of how to deliver service excellence. The Travel Channel host, Melchiorri, is known for being direct, honest, and committed to excellence. In addition, he is deeply passionate about student success! Melchiorri points to his own higher education and military experiences as life-changing and the fact that he has three daughters in college right now makes his investment clear and personal. He is also involved in the business of higher education, by serving on the board of Park University, his alma mater. Anthony’s response was immediate and definitive: “If this partnership can change the life of one student, it is worth it.” Pharos Resources is partnering with Anthony through 2020 and has already hosted four Mission First webinars with him, providing practical advice and encouragement with an engaging and entertaining format: readers can access those webinars at the links below.
Helping Boisvert and Melchiorri drive the Mission First marketing campaign is Tres Cox, senior marketing major from Lewisville, Texas. Tres has been a marketing intern with Pharos since fall of 2018. While the Mission First marketing campaign promotes the Pharos partnership with Anthony Melchiorri, Tres has had the opportunity to work on a wide range of marketing projects for Pharos including COVID-19 resources, brochures, conference sponsorships and exhibits, digital/social media marketing campaigns, and marketing new product launches. Boisvert is highly complimentary of Cox, saying, “He is incredibly talented, with a great combination of valuable skills. It is clear that COBA continues to develop talented students into business professionals. Tres has added significant value to our brand and the team.”
Matt’s student experience at ACU, especially with faculty members, was formative as he described each of his COBA professors as exceptional and still appreciates them for connecting him to real-world applications while in the classroom. He said that COBA gave him confidence in his ability and instilled in him the value of service as a Christian leader in business. Dr. Rick Lytle was Matt’s overall favorite professor for the reason that “he modeled a life in Christ through his love and leadership” which has greatly influenced who Matt has become.
Boisvert’s favorite ACU memory? That would be Welcome Week during his senior year. “For my friends, roommates and me, it was junior/senior wars and my house was the de facto headquarters for seniors. My roommates and I had crates of eggs set on the roof of Bob Hunter’s rent house as massive egg fights erupted. In the middle of this ‘war’, I met my wife Melissa and we have been together ever since.”
Matt advises incoming freshmen to complete at least one internship before graduation. “They expand your network, allow you to explore your career options, and will test your competence.” And to current students, he says, “I would strongly encourage COBA students to invest in learning more about who they are and how they can make an impact in the world. Then, to prepare for their future, I really encourage students to develop their ACU network: peers, faculty, mentors. The value of a college degree is more than the classes you take…the people who love the ACU mission will be valuable connections for life.”
Jenni Trietsch, Director of Administration
We want to give a warm welcome to Jenni Trietsch (’98), the new Director of Administration in the College of Business Administration. Jenni comes to us with a wealth of accounting and administration experience having worked as a CPA for the past 20 years. In this new role, Jenni assists and supports the COBA Dean and leadership in strategic and operational initiatives, and oversees COBA’s human resource functions, finances, building, and technology resources.
We asked Jenni what drew her to this current position in COBA: “My dad worked at ACU for 30 years, so I’ve been on campus most of my life. I graduated with a BBA in Accounting and Finance in 1998 and a Master’s of Accountancy in 1999. I’ve always loved the idea of giving back to COBA and ACU and, when the opportunity presented itself, I couldn’t pass it up.” Looking forward, Jenni says, “It is so interesting to me how higher education has evolved since I was a student. I’m looking forward to seeing that in action and learning how our faculty integrates faith and learning in the classroom in new ways.”
We asked Jenni to share a little about herself and she told us, “My family is very important to me – I have two nieces and spend much of my time and energy with them. I love to travel and explore new places. The art of Dale Chihuly particularly captured my interest a few years ago after a trip to Seattle. Something surprising [about me]: one interesting experience I had in a former job was visiting an oil production platform offshore in the Dutch sector of the North Sea.” Jenni was also one of the first students to enter the MAcc program at ACU.
As a product of COBA and ACU, Jenni is a living, breathing example of alumni that carry the vision of the college, to honor God and bless the world, into the workplace. We’re excited about the experiences and ideas that she brings to the college and look forward to the ways that she will contribute to our mission to educate business and technology professionals for Christian service and leadership throughout the world.
The ACU chapter of the American Marketing Association (AMA) hit the ground running as they began their second year back on campus. One of the goals of the AMA chapter is to equip students through professional development and provide real-world experiences. With this goal in mind, the chapter officers and advisors have set a goal to have an annual spring trip to the DFW area where they engage with alumni to visit their workplaces and show students what the life of a marketing professional in different fields looks like.
Even though this year’s trip had to be canceled due to the current pandemic situation, the officers and advisors didn’t want members to miss out on such an opportunity. As the team joined to brainstorm ideas to provide a similar experience to students, they used technology to their advantage and decided to plan the first AMA virtual event. There were a few challenges to take into consideration as the event was being planned, “I think there was a lot of uncertainty about the event during the beginning. Questions like, would students attend something like this? How long should the event be? Would it be weird to do it via zoom? How do we make it personal?” Lindsay Palmer commented. The faculty and staff advisors, Dr. Jennifer Golden and Lindsay Palmer, partnered with ACU alumni who could tell students about their marketing experience and personal branding, from the comfort of their homes. After reaching out to professionals from various industries and marketing areas, four alumni joined with ACU AMA to tell students their stories. The panel included Jay Swinney from Indeed, Katherine Hall from Schaefer Advertising, Rachel Gilliam from Lev, and Reagan Morgan from PFSweb.
Alumni Panel: Jay Swinney (’09), Katherine Hall (’13), Rachel Gilliam (’13) and Reagan Morgan (’08)
On June 8th, ACU AMA members and students from the College of Business Administration joined these alumni on Zoom for the virtual event, “What Now? Five Ways to Brand Yourself During a Crisis”. The event was kicked off by Dr. Jennifer Golden, who shared five ways for students to continue working on their personal brand during COVID-19 and stand out amongst job applicants. ACU AMA also partnered with COBA’s Professional Development office to offer additional opportunities and resources for students. Then, the alumni panel was introduced and each professional shared about their roles in their respective companies. From data analysts to account directors, each of the alumni had a different experience and perspective to share that was valuable for the wide range of interests of the students attending the virtual event. To provide a personal networking experience, students entered into break-out virtual rooms of 5 as one of the alumni guest speakers conducted a Q&A session.
Besides learning practical ways to grow their network and develop their personal brand, students were able to connect with alumni and peers on LinkedIn with the information provided by the ACU AMA advisors. Social distancing did not limit the ability to connect with marketing professionals and learn insightful skills for the future. The alumni who willingly shared their time and experience with the students, once again, showed how ACU’s community is still valuable long after graduation. “We have such awesome alumni at ACU and in COBA specifically. They were all so willing to give up some of their time to advise and pour into current students. Overall, the event was a huge success in my opinion. It was cool to see how engaging the students and alumni were with each other. I think this event also helped bring a new opportunities to our students. I can’t wait to see what else AMA does.” Lindsay added.
Students joined by ACU Alumni for the virtual event via Zoom
The ACU AMA chapter is looking forward to another year of professional growth and events that empower students to fulfill their career goals. As the year was kicked off with an incredible event, the new officers and advisors hope to provide similar opportunities to all members throughout the 2020-2021 academic year.
Click here to check out the landing page created for the event with the bios of participating alumni. Follow ACU AMA on Instagram @ama_acu to hear about our next event. If you have any questions about membership, please email ACU AMA advisor, Lindsay Palmer.
Have you ever struggled to make a decision when given too many options? Choice overload, or overchoice, is a cognitive process where people have difficulty making a decision due to a variety of options. Why does this happen?
As part of the lifelong relationship vision of the College of Business Administration, Associate Professor of Marketing, Dr. Ryan Jessup, and SITC Director and Professor of Computer Science, Dr. John Homer, partnered with ACU alum, Levi Ritchie (’15), to research the choice overload effect. Their paper, “Hurry up and decide: Empirical tests of the choice overload effect using cognitive process models”, was featured in the American Psychology Association’s April issue on decision. According to Scimago Journal & Country Rank, this journal is in the top 10% in psychology, neuropsychology and physical psychology subfield.
Dr. Ryan Jessup
While in graduate school at Indiana University, Dr. Ryan Jessup collected data to study a theory of decision making that prompted him to conduct this research as a follow-up from that work. As the lead author, Dr. Jessup generated the research idea and designed the experiment which was programmed by Dr. Homer. Levi Ritchie helped program part of the experiment in Python, recruited participants, and collected data before analyzing the data along with Dr. Jessup. The team combined their expertise in their respective fields to compile and edit the paper that was then published in the APA Journal. Dr. Jessup described the goal of their research as, “We wanted to test between multiple competing hypotheses that I had proposed in an earlier paper for the choice overload aka too much choice effect. The effect is that people purchase more when they have fewer options to choose from, violating basic economic principles.”
Levi Ritchie (’15)
The science of cognitive psychology is broad and contains a variety of potential research studies; however, Levi Ritchie described the importance of studying the choice overload effect as essential to the business field, “From a business perspective, understanding the elements that moderate the effect is crucial to marketing. Even when your selection of alternatives is plentiful, it may be beneficial to only present the strongest subset.” Similarly, Dr. Jessup commented on how important the understanding of this effect is when selling or promoting a product, as well as for personal decision making.
“An interesting thing about conducting quality research is that it makes us better at teaching. In my case, it is particularly true because I tend to teach courses on how to conduct or analyze research. But, even if I were teaching a different type of course it would still improve my teaching for several reasons. First, when teaching on a relevant topic, I would be far more aware of the pioneering research – in some cases because I would have been the one to do it; in other cases, it would be because I had to examine all possible theories and explanations when conducting my research, simultaneously giving far more breadth and depth than I would have gotten had I just read about it in the textbook or merely just read a few things about it. In essence, researchers know more about these findings because they are the ones making them – we are not merely reading about them. It is the ultimate in experiential learning”, Jessup said.
The conclusion of this research was explained in-depth in their publication, but Jessup summarized by saying, “We found that one of our proposed explanations well predicted the data whereas another one – the one that is commonly espoused as causing the effect – did not appear to play a role. A specific conclusion was time pressure appears to really drive the effect; so, if you are trying to sell things to people who are often hurried – think drive-thru’s or situations where people often have little children with them – you are better off giving them a very small set of options.”
Levi Ritchie is currently pursuing a career in Data Science, while Dr. Jessup continues to work on research on an improved theory of decision making that combines choice with learning. He is currently working on another project that involves the choices of married individuals and economic games with professors Katie Wick, John Homer and, recently graduated marketing major, Luke Stevens (’20).