Center for Customer Insights and Digital Marketing

Krystal Serrano

Krystal Serrano

Research Associate

Major: Marketing Management

Interest: Marketing, Social Media, Consumer Behavior

Skills: Microsoft Office, Adobe Suite, Qualtrics

Krystal transferred to Cal Poly Pomona as a Marketing Management major with an emphasis in entertainment. She joined the Center for Customer Insights and Digital Marketing as a Research Assistant after her first year at CPP. She is a part of the Femvertising 101 research team  which utilizes the Theory of Planned Behavior to explore women’s preferences towards advertising’s portrayal of women. She graduated in spring 2022 with a marketing management bachelor’s degree.

See Below to View Her Honors and Awards at the Center

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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 Vivian Graft.
    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, Vivian Graft, 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 Vivian Graft.
    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 Vivian Graft. 
    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 Vivian Graft and Britney Ly. 
    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 Britney Ly, Vivian Graft, and Wendy Sujarit.