Center for Customer Insights and Digital Marketing

Vivian Graft

Vivian Graft

Research Associate

Major: International Business with an emphasis in General Marketing and a Marketing Management Minor

Interest: Market Research, Consumer Behavior, Copywriting, Creative Marketing, Cross-Cultural Research, Digital Marketing, Public Relations, Psychology, Sustainability

Skills: Microsoft Suite, Mac and PC Applications, Qualtrics, Photography

Vivian is an International Business major with a focus in General Marketing, along with a minor in Marketing Management. She joined the Center for Customer Insights and Digital Marketing during her last year at Cal Poly Pomona and graduated in the Fall semester of 2021. Despite already graduating, she continues to be a research assistant at the Center and is a part of the “Femvertising 101” research team. Along with Krystal Serrano and Britney Ly, Vivian is working on a research project that focuses on women’s realistic and unrealistic portrayals in advertisements and the generational preferences that moderate brand loyalty and purchase intentions in relation to these portrayals. Vivian previously served as the Corporate and External Relations Specialist at the Center. With the skills she acquires during her time at the Center, she intends on working in marketing; specifically, in content writing and marketing analytics.

See Below to View Her Honors and Awards at the Center

Click here to connect with Vivian on LinkedIn

Honors and Awards at the Center

  1. Won first place for the Business, Economics, and Computer Science track at the 10th Annual CPP Student RSCA Conference, Cal Poly Pomona, March 5, 2022, for research titled, “Application of the Theory of Planned Behavior: An Analysis of Generational Attitudes Towards Realistic Portrayals of Women in Advertising” and earned a ticket to present Cal Poly Pomona at the 36th Annual CSU Student Research Competition held virtually on April 29-30th, 2022, with Britney Ly and Krystal Serrano.
  2. Awarded research grant ($8,000) for the project proposal, “Let’s Be Real: Millennials and Gen-Z Are Defining New Expectations for Women in Advertising and Brands Need to Catch Up,” From LTD Program, Cal Poly Pomona, September 3, 2021, with Britney Ly, Krystal Serrano, and Wendy Sujarit.

Refereed Student Conferences/Competitions Presentations

  1. “How Are Women’s Preferences for Realistic Advertisements Shaped?: Through the Lens of Theory of Planned Behavior,” Presented at the 2022 Western Decision Science Institute Conference, to be held in Hawaii, April 5 – April 8, 2022, with Britney Ly and Krystal Serrano.
  2. “Application of the Theory of Planned Behavior: An Analysis of Generational Attitudes Towards Realistic Portrayals of Women in Advertising,” Presented at the 10th Annual CPP Student RSCA Conference, Cal Poly Pomona, March 5, 2022, with Britney Ly and Krystal Serrano. 
  3. “Uncovering the Mechanisms that Shape Women’s Preferences for Realistic Ads and the Moderating Roles of Age and Civic Consciousness,” Presented at the 2021 Southern California Conferences for Undergraduate Research, California State University, San Bernardino, Nov. 20, 2021, with Britney Ly and Krystal Serrano. 
  4. “Real is Ideal: Generational Preferences Towards Advertising’s Portrayal of Women,” Presented at 7th Annual CARS (Creative Activities and Research Symposium), Cal Poly Pomona, August 5, 2021, with Krystal Serrano, Britney Ly, and Wendy Sujarit.