This Master of Science thesis from Texas Tech University, authored by Shelly Jo Smith, investigates Millennial consumers' perceptions of Corporate Social Responsibility (CSR). The study aimed to measure consumer responses to CSR initiatives by examining the impact of Walmart, Starbucks, and Marriott's CSR programs on Generation Y consumers. The research employed a mixed-methods approach, utilizing both surveys and Electroencephalography (EEG) scans to gather data on subconscious responses and purchase intentions. The initial study, involving EEG, was hindered by artifacts in the data, leading to a revised study without EEG, surveying 49 participants. The findings from the survey data revealed that participants' perceptions of the companies' CSR efforts became more favorable after exposure to the CSR information. The thesis used the Stimulus-Organism-Response (SOR) model to understand the relationship between CSR stimuli and consumer behavior, offering valuable insights for companies seeking to understand and engage with Millennial consumers through CSR initiatives. The study concludes with recommendations for future research, including the need for more robust data collection methods to capture the emotional and subconscious responses of consumers to CSR efforts.
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