UROP '24-'25

Introduction

During the 2024–2025 academic year, I participated in the Undergraduate Research Opportunity Program (UROP) under the mentorship of Professor Helen Colby at IU Indianapolis' Kelley School of Business. Our project explored the psychological and ethical dimensions of microtransactions in video games, using the Big Five Personality Traits as a framework for understanding player behavior.

The goal of our study was to identify which personality traits were most associated with in-game spending and how emotional states like stress or sadness influenced these behaviors. By analyzing player motivations across mobile, console, and PC platforms, our research aimed to provide insight into both ethical marketing practices and consumer protection in the gaming industry.

My role involved designing and administering a Qualtrics survey, drafting and refining personality and behavioral questions, managing data collection, and performing early-stage analysis using SPSS and Excel. The experience combined my interests in marketing and psychology, and gave me firsthand exposure to how rigorous academic research is conducted from conception to reporting.

Research and Data Analysis Skills

Designed and piloted a survey instrument using the Big Five Personality framework, selecting both positively and negatively correlated questions to maintain measurement validity.
Conducted exploratory data analysis using SPSS, learning how to clean datasets, label variables, and identify patterns and correlations across personality and spending behaviors.
Developed a working knowledge of qualitative coding, synthesizing open-ended responses to uncover themes related to emotional decision-making and consumer regret.

Communication and Project Management

Practiced consistent professional communication with my faculty mentor to adapt our project timeline after delays in survey deployment.

Strengthened time management and adaptability by balancing deadlines, coursework, and research responsibilities under evolving circumstances.
Collaborated on the drafting and revision of research documents, including the UROP final report and presentation summaries.

Ethical and Strategic Awareness

Applied principles from marketing ethics coursework to examine how emotional manipulation and “fear of missing out” tactics can influence microtransaction behaviors.
Developed awareness of how ethical decision-making intersects with digital marketing, particularly regarding consumer vulnerability and transparency in pricing or promotions.

UROP Final Research Report Portfolio

Reflection

My UROP experience marked a very meaningful and intellectually challenging project of my time in the Honors College. When I began, I viewed marketing primarily through the lens of persuasion and brand communication. Through this research, I gained a deeper understanding of the psychological and ethical complexities behind consumer behavior.

Analyzing participants’ emotional and motivational responses reminded me that marketing is ultimately about understanding people, meaning why they act, how they think, and what drives their decisions. This realization has influenced how I now approach marketing problems in both academic projects and internships. I’ve learned to balance data driven insights with empathy and ethical reasoning, ensuring that strategies respect consumers rather than exploit them.

Working alongside Professor Colby also helped me develop a researcher’s mindset. I learned the importance of precision, critical questioning, and adaptability in the face of unexpected results. Delays in our survey launch initially felt like setbacks, but they ultimately strengthened my project management and problem-solving abilities. Overall, I know doing this project will serve me well in future professional settings.

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