Morgan LaPointe '15
Story: An Exploration of the Use of Immersive Media and Story Structure to Create Brand Loyalty for Entrepreneurs
Morgan LaPointe
Major: Business Management and Sociology
Hometown: Bethlehem, PA
Advisor: Dr. Gary Kaskowitz
Briefly describe your project.
This year, I will explore how story elements are selected and used for full immersion of the guests, as well as develop and test a working model based on these discoveries. There are three parts to this research project: (1) determine which elements of story and immersion are the most effective for creating collusion with your client; (2) develop a model describing the optimal way to tell an immersive story; and (3) design an experiment to test this model. For this project, I intend to go to WDW in early June to gather data and evidence from which I will build and test our models.
Why did you decide to turn your idea into a SOAR project?
ML: I came to Dr. Kaskowitz with the idea for a SOAR project. I told him what my interests were.
How did your faculty advisor guide you through your research?
ML: Dr. Kaskowitz was the perfect choice for this project as I worked with him on many other occasions during my time at É«ÖÐÉ«. His background in marketing and creating brand loyalty, and being a fellow Disney fan, made him the perfect mentor for the specific project I had in mind.
What was been your biggest challenge?
ML: During the second half of SOAR, I began an internship that was 40 hours a week. There was a week or two where I had to figure out a balance between my work for the internship and continuing to work on the SOAR project.
What was your biggest takeaway from this experience?
ML: I have thoroughly enjoyed every part of this project. I honestly don’t think I can choose one specific takeaway. Being able to take what I have learned in this project and apply it to my future classes and even career is great.
What was the result of your project? Was it congruent with your hypothesis?
ML: As of right now, I was able to develop individual models based on our research. I still have a bit more research to do and to test the models.
Will you expand on your research after this summer is over? If so, where would you like to see it go?
ML: Absolutely! I will be continuing this project into the Fall to test the models. I also hope to be able to take the models and come up with a way to apply it to É«ÖÐÉ«. The research I came up with will also help with future classes and the creation of the next Winter Term Disney course. I hope to present my work at a some conferences as well.