Carissa Civitello ’24, Prof. Bosonac Co-Publish Article on Target Marketing

Carissa Civitello '24, a current MBA student, and Ashley Bosonac, lecturer in the Department of Marketing and International Business, recently published an article in the peer-reviewed International Journal of Business and Social Science Research.

Civitello began working with Bosonac on the collaborative project as an undergraduate Honors School student, and recently published, "Catering to the Quiet and the Sociable: A Proposal of Introversion and Extraversion as Emerging Market Segments," while enrolled in the Monmouth's MBA program.

"The student-faculty research opportunities Monmouth provides encouraged me to challenge myself and surpass my own expectations of the traditional college experience. The collaboration with Dr. Bosonac and her guidance acted as a sounding board for any and all ideas I had in the process of this research journey," Civitello said.

The article expands on target marketing and how the method leverages human characteristics to persuade specific consumer groups. Civitello and Bosonac also discuss how personality types, like introversion and extraversion, play a pivotal role in how consumers respond to advertisements as well as other areas of business, including the workplace, sales forces, and customer engagement.

"Publishing as a Monmouth University Honors School student is a remarkable achievement that reflects both the dedication to academic excellence and the commitment to making a meaningful contribution to the field. This accomplishment not only showcases Carissa's hard work but also inspires others to pursue their own scholarly ambitions with confidence and passion," Bosonac said.

Raj Devasagayam, dean of the Leon Hess Business School, added, "Acceptance in the peer-reviewed International Journal of Business and Social Science Research is an incredible achievement and a testament to the power of collaborative student-faculty research. This partnership aligns perfectly with our Leon Hess Business School mission, which emphasizes the importance of mentorship and nurturing student growth through scholarly excellence."

The International Journal of Business and Social Science Research is a scholarly journal devoted to exchanging the academic researchers and professional findings on all aspects of business, economics, and social science.