It starts with a question (and a professor who says “yes”)
When Justin Palmer, a recent 2024 graduate, arrived at UD as a marketing major, he didn’t picture himself co-authoring a research paper. That changed after taking a six-hour-a-week marketing capstone course, MKT 450: Buyer Behavior and Marketing Research I, with Andrew Edelblum, a marketing professor.
“If a professor gives you an opportunity to work one-on-one on a research project, don’t hesitate — take it,” Palmer says. “I didn’t know a thing about research when I started, but you learn fast with a faculty mentor.”
After the course, Palmer took Edelblum up on an open invitation for an independent study. Together, they explored something Palmer cared about — fitness influencers and social media — and began testing what actually drives engagement.
Mentorship that meets you where you are
Edelblum’s approach is simple: let students drive the topic, then coach them through professional methods.
“I tell students, you choose the question and I’ll support you,” Edelblum explains. “I give enough guidance and guardrails for the next step — but also the freedom to pursue ideas.”
Weekly office hours turned into a real research pipeline. Palmer designed surveys in Qualtrics, analyzed results in SPSS and kept iterating when early results didn’t cooperate (welcome to real research!). Palmer graduated before the paper was finished, but he kept at it, continuing the work as he launched his career until it was complete.
“It’s an up-and-down journey,” Palmer says. “We got inconsistent results and had to adjust. It took patience — and two years — but it was worth it.”
From social feeds to scientific findings
The project’s big insight is both counterintuitive and memorable. Palmer and Edelblum noticed that posts featuring very attractive fitness influencers sometimes performed worse than those featuring moderately attractive fitness influencers. Their studies replicated the pattern and helped explain why this was the case.
“In a visual platform, you’d assume a polished photo wins,” Edelblum says. “But we kept seeing a ‘beauty backfire’ effect — the most striking images could actually reduce engagement compared to plain information.”
The takeaway for students? Research turns gut feelings into evidence — and that evidence can surprise you.
Skills that transfer (to internships, jobs, and life)
Along the way, Palmer built résumé-ready skills from his research:
- Data collection and survey design (Qualtrics)
- Data analysis and statistical reasoning (SPSS)
- Project management and persistence (multi-semester timelines)
- Professional communication (clear updates, collaborative writing)
“I’m in sales now, and the patience I built in research helps every day,” Palmer says. “You can’t control what people do. You work your process, keep learning, and stay steady.”
Edelblum sees these wins as the real definition of success:
“Publication is great, but the journey matters. Students become more data-literate, curious, and confident — the exact skills employers and grad programs value.”
Why Dayton? You’re never “just a number”
Many schools discuss faculty access. UD builds it into the experience.
“No one is a number at UD — everyone is known,” Edelblum says. “It’s the values and the recruitment of excellent staff and faculty that infuse the place with active learning and care that goes both ways — from students to faculty and faculty to students.”
He adds that SBA students have real avenues beyond the classroom — from Flyer Enterprises and the investment centers to faculty-mentored undergraduate research — so every student can dig deeper into what interests them.
Edelblum has mentored eight independent undergraduate researchers across topics students chose — social media, nostalgia, sports marketing, and more. Several projects have reached the journal-submission stage; one with Palmer was recently approved for publication with Psychology & Marketing.
“The sooner you get to know your professors, the better off you’ll be,” Palmer says. “They become resources for college and beyond.”
For future business Flyers: What this means for you
- High-touch mentorship. Small classes and committed faculty mean you are seen and supported.
- Career value. Data literacy paired with clear communication is an edge in every field.
- Confidence and community. Research gives you the courage to ask better questions and the network to pursue bigger goals.
“Anyone can do this with curiosity and consistency,” Edelblum says. “Research isn’t just for people in lab coats. It’s a way of thinking that opens doors.”
Ready to dig deeper?
Visit Dayton’s School of Business Administration to learn more about our academics, professional development, and experiential learning opportunities.
Check out Professor Edelblum and Justin Palmer's recent research publication: Edelblum, A., Frank, A., & Palmer, J. The Beauty Backfire Effect: How Extreme Attractiveness Undermines Fitfluencer Relatability and Engagement. Psychology & Marketing. https://doi.org/10.1002/mar.70023