April 4, 2013

Fisher student places first in Denman research forum

Professor Shashi Matta and Denman Undergraduate Research Forum first place winner Lucas Costanzo

Professor Shashi Matta with Fisher marketing major Lucas Costanzo

Fisher marketing major Lucas Costanzo, a graduating senior, was a first place winner in the 2013 Denman Undergraduate Research Forum for his research project “Let's Talk Money: Impulsivity, Social Influence, and Consumers' Saving Behavior.”

In its 18th year, the Denman forum is an opportunity to showcase outstanding student research and encourage all undergraduates to participate in research as a value-added element of their educations.

There are 10 categories in the research forum. Costanzo’s research was submitted in the Business/Education/Speech and Hearing Science category. Shashi Matta, clinical assistant professor of marketing, served as Costanzo’s advisor.

In addition to Costanzo, another Fisher student, Chenxi Lei, placed fourth in the same category. Chenxi presented the project, “Evolution of Financial Market Regulation during the Inter-War Period.” Michael Brandl, assistant clinical professor of finance, served as the advisor.

Costanzo’s research project examined college students' financial behaviors, such as saving and spending, the factors that influence these financial behaviors, and the effectiveness of persuasive message characteristics to encourage saving behavior.

“I thought it would be good to do a marketing research project, this was like my thesis,” said Costanzo, who is president of Fisher’s student chapter of the American Marketing Association.

He began his study at the beginning of the academic year. He conducted two surveys of more than 400 students. He decided to focus on students because prior research on spending and saving behaviors focused exclusively on older consumers.

“Lucas has been an exceptional Fisher student and it has been a joy to mentor him in his research,” said Matta.

Costanzo, who interned in Nationwide’s marketing department, will join the company in August in the Leadership Rotation Program.