A group of chocolate cupcakes with tempting frosting, an example of a guilty pleasure that many consumers fall for. From desserts to vacations, today’s marketers are experts at engaging the public with products, places and pastimes that they enjoy – and feel guilty about afterwards. Cal State Fullerton marketing Professors Matthew Lancellotti and Sunil Thomas look at how men and women respond to advertising messages in their co-authored study, “Men hate it, women love it: guilty pleasure advertising messages,” published in the Journal of Business Research.

That chocolate cake in the window at 85° bakery may be tempting, but you’re trying to cut down on sweets. If you ultimately indulge but feel bad about it afterwards, you are one of the millions of consumers who might be successfully targeted with guilty pleasure advertising messages, a common and often engaging strategy employed by Madison Avenue and small businesses alike in promoting their products and services.

Professors Matthew Lancellotti and Sunil Thomas looked at the differences and similarities in the effectiveness of this type of advertising on men and women in their recent study “Men hate it, women love it: guilty pleasure advertising messages,” published in the April 2018 edition of the Journal of Business Research.

Asking hundreds of participants to review relevant advertisements and report the personal impact, the researchers examined the resonance across student and general populations and among multiple age groups and both genders. Participants in different groups reviewed the fictitious ZBX from Amalfi motors, a youth-oriented Italian sports car to be imported to the U.S.; the Mac’N Cheese Anytime You Please! dinner; and a resort vacation in Baja California. Read More

Students interact with judges at the 2018 Titan Fast Pitch competition at Cal State Fullerton in the Titan Student Union.

A student presents to Rossina Gallegos from MUFG Union Bank. Photo credit: Matt Petit for MUFG Union Bank

Nearly 400 students, parents, business professionals, and Cal State Fullerton faculty and staff spent their Saturday afternoon at Cal State Fullerton’s Titan Student Union on Oct. 27 for the sixth annual Titan Fast Pitch, which gives Southern California university, high school and middle school students an opportunity to showcase their entrepreneurial talent to judges from a wide range of industries.

Featuring more than 150 student participants and 50 judges, the event provided 12 scholarships of up to $1,500 for winners. The four recognized university winners included three Cal State Fullerton students, with Nicholas DeOrian ’18 taking the top spot.

The format, in which presenters must give a brief and compelling synopsis of their vision in 60 seconds or less, gives students invaluable skills for personal networking in addition to entrepreneurial acumen.

Presented by the Mihaylo College Center for Entrepreneurship and Center for Economic Education, this year’s event was platinum sponsored by MUFG Union Bank. U.S. Bank sponsored the middle school and high school portions of the competition.

For a complete overview of the event, its sponsors and the winners on all levels, continue reading on the CSUF Entrepreneurship blog, which is written and maintained by the Center for Entrepreneurship and provides regular updates on the center’s events and activities.A university team at the Cal State Fullerton Titan Fast Pitch 2018 pitches an entrepreneurial concept in 60 seconds.

Cal State Fullerton Mihaylo College Marketing Professor Chiranjeev Kohli surrounded by his students in a classroom at the college.

Mihaylo College Marketing Professor Chiranjeev Kohli (second from left) was inspired to gather expert-approved advice for young adults from learning of the challenges and questions many of his students face as they begin their professional lives.From investment advice to how to have the most fulfilling existence, Mihaylo College Marketing Professor Chiranjeev Kohli is committed to finding and sharing insightful answers to life questions that impact business professionals and his own students.

From warranty advice to how to maximize willpower for positive goals, Kohli hopes to codify these insights into a short but engaging forthcoming book. “This would be ideal for young adults who are starting their own careers,” he says. “It will be many topics in which I don’t necessarily provide a perfect solution, but give a gist of what needs to be done in a few pages.”

Kohli focuses on scientific evidence, rather than opinions, to form the basis of his advice, relying on studies across a wide range of disciplines. Read More

Kami Kaur, vice president of recruitment at the Sales Leadership Center at Cal State Fullerton's Mihaylo College, speaks at the Sales Career Academy on Sept. 28, 2018.

The Cal State Fullerton Sales Leadership Center offers opportunities for career development, such as the Sales Career Academy on Sept. 28, 2018.

Since its founding in 2009, the CSUF Mihaylo College Sales Leadership Center has provided support, networking and applied career readiness experience for Cal State Fullerton students of all majors seeking careers in sales or seeking to improve their personal brand. Brad Anderson, the center’s new director, discusses his vision for the center and how to maximize the resources of the center for career advancement.

In a consumer-driven economy, sales ranks front-and-center in the U.S. economy. In 2017, the Bureau of Labor Statistics reported that 14.5 million Americans were employed in sales, nearly a 10th of the total labor market. As the economy shifts due to technological and societal trends, the need has never been greater for entrants into the sales force to be prepared for the current realities and best practices of the field.

But even if your career goals don’t include sales, all professionals in today’s competitive environment need to be able to sell their personal brand to prospective employers and clients.

“Anyone can benefit from learning to sell. In any vocation, you sell,” says Brad Anderson, director of the CSUF Mihaylo College Sales Leadership Center. “Selling is the act of persuading others to take action or respond in a certain way. This can be convincing people what to have for dinner or to invest in new equipment, whether for a rocket launch or the purchase of a new car. If you learn the aspects of being successful, success will happen.”

Anderson succeeds Mark Mantey, who expanded the reach of the program during his five years of leadership.

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Staff from the Orange County Registrar of Voters outside of the Early Pop-Up Voting booth at Tuffy Lawn at Cal State Fullerton on Thursday, Nov. 1, 2018. As we approach one of the most significant midterm elections in recent generations, Cal State Fullerton made voting even more convenient than ever for students, staff and faculty with a mobile booth for early voting on Nov. 1.

A day after Halloween festivities, many Titans switched gears to civic participation on Thursday, Nov. 1, getting an early start to voting in the midterm elections by casting their ballots at the Pop-Up Vote Center on Tuffy Lawn.

The mobile polling spot, which includes three private and secure booths with voting machines, was open from 7 a.m. to 8 p.m., one of a number of such locations sponsored by the Orange County Registrar of Voters to ensure that the busy residents of California’s third most populous county don’t miss the opportunity to let their voices be heard.

While residents of the immediate campus vicinity can vote on Tuesday, Nov. 6, at the George G. Golleher Alumni House, the Pop-Up Vote Center, staffed by trained representatives, was the first time that Orange Countians could cast their ballots on campus regardless of their address. The center also accepted completed absentee ballots. Read More

Economics Associate Professor Mira Farka (left) and Provost Emeritus Anil Puri (right) on stage at the Economic Forecast at the Hotel Irvine on Oct. 25, 2018.

Mihaylo College Associate Professor of Economics and Woods Center Co-Director Mira Farka (left) and Provost Emeritus and Woods Center Director Anil Puri (right) examined the three-year outlook for the economy at the 2018 forecast. Photo by Matt Gush

Provost Emeritus and Woods Center Director Anil Puri and Associate Professor of Economics and Woods Center Co-Director Mira Farka examined the outlook for the Orange County, U.S. and global economies at the 24th Annual Economic Forecast, providing business leaders and academics with insight into the economy’s performance over the next three years.

Despite some turbulent times in the stock market early in 2018, the prolonged expansion from the depths of the Great Recession has continued this year. This matters greatly for American workers, as unemployment has tumbled to 3.7%, the lowest rate since 1969, and job and wage growth has continued apace.

Gross domestic product (GDP) – on both the national and local levels – has continued to expand, and the bull market that began in 2009 has now broken the record set in the 1990s to become the longest bull market in the post-World War II era. This has occurred despite such challenges as the worst political and social instability in decades and the threat of a trade war between the world’s economic superpowers.

Against this backdrop of steady and mature growth coupled with continued headwinds, Cal State Fullerton Provost Emeritus and Woods Center Director Anil Puri and Mihaylo College Associate Professor of Economics and Woods Center Co-Director Mira Farka presented their annual report on the state and future of the economy. This conference was held at the Hotel Irvine on Oct. 25, an event attended by hundreds of Orange County business and community leaders and academic minds. Read More

Randy Gardner, retirement and estate planning professional and CSUF Mihaylo College Personal Financial Planning Program lecturer. The Cal State Fullerton Mihaylo College Personal Financial Planning Program is welcoming Randy Gardner as a new lecturer. He is an author, speaker and founder of Goals Gap Planning LLC.

With more than 35 years of experience in the retirement and estate planning fields, the Harvard alumnus will teach FIN 408 – Retirement Planning and FIN 409 – Estate Planning, two new courses that will equip students to advise clients on preparing for major financial life events.

Gardner discusses his background and how people at all stages of life can plan ahead to maximize their golden years.

What first drew you to the retirement and tax planning fields?

I started my career as a tax attorney and adviser with Ernst & Young. I was well trained in tax, but realized the advice clients wanted crossed over to other disciplines, namely investment, insurance, retirement and estate planning, what I refer to as the financial planning circle of subjects that are the core of academic programs in personal financial planning across the country. It made me realize that reducing client tax burdens is not the center of the advising relationship, accomplishing a client’s life goals is. Read More

The Cal State Fullerton branch of the Small Business Development Center (SBDC), in partnership with the Costa Mesa-based Orange County Market Place, has launched OC Made, a free four-week course for up to 25 entrepreneurs seeking to participate in the market’s annual Small Business Saturday on the weekend of Nov. 24.

A local icon for half a century, the market has served as an incubator for startup business models that have developed into major concepts, such as Tilly’s and Rusty’s Potato Chips. Peyton Jeter, the market’s director of marketing, reached out to Mike Daniel ’99, director of the Mihaylo College chapter of the SBDC, to identify new opportunities to engage with entrepreneurs.

“At the SBDC, we see 5,000 clients per year, and the O.C. Market Place would be a great starting point for someone who has never started a business,” says Daniel. “So let’s say I wanted to sell chocolate bars. I can go to the market place and figure out what people are going to buy my bars for – it can be a test and validation of a concept before you spend the money on a brick-and-mortar storefront.”

The result was the OC Made program, which provides targeted and actionable support for business minds seeking to leverage the market to launch their concepts. Featuring SBDC consultants such as food industry veteran Greg Bell, the course, which will be held on Saturday mornings from Oct. 27 to Nov. 17 at the O.C. Market Place Pavilion, will discuss topics such as product development, market research, product sourcing, pricing, finances, marketing, social media, and the policies of the market and Small Business Saturday event.

To continue reading about OC Made, including how to get involved if you have a business concept, see the PR Web Press Release.

Hank Watkins, president of Lloyd's North America, speaking at the CSUF Mihaylo College Insurance Forum on Oct. 2, 2018

Hank Watkins, president of Lloyd’s North America and keynote speaker at the Oct. 2 Insurance Forum at Cal State Fullerton, noted the importance of innovative risk management for today’s communities. “It takes much longer than expected to rebuild, yet disasters can happen much faster than we anticipate. The purpose of this day is to understand the major threats, both manmade and natural, that impact all of us.”

From natural disasters such as earthquakes and hurricanes to manmade threats such as terrorism and cyberattacks, today’s communities and businesses face an unprecedented array of risks. The risk management and insurance industry is rising to the challenge with technology-based tools, new products and improved outreach to support preparedness and resiliency. Industry professionals, students and academics gained from the perspective of the field’s leaders at the 2018 Insurance Forum, sponsored by the CSUF Mihaylo College Center for Insurance Studies and Lloyd’s North America, on Oct. 2.

With increased population and infrastructure at risk coupled with the challenges of climate change, the annual cost of damages from natural disasters has increased nearly tenfold since the 1970s. At the same time, human-caused risk ‒ ranging from terrorism, geopolitical unrest and cyberattacks to stock market crashes ‒ has risen to become the leading risk category for contemporary society.

CSUF Mihaylo College Insurance Forum keynote speaker Hank Watkins, president of Lloyd’s North America, which oversees the 332-year-old insurance giant’s operations in the United States and Canada, explained that identifying the risks facing communities and then mounting actionable preparedness initiatives is essential to ensure the resilience of the economy and society in the 21st century.

“There is great importance in recognizing risk before it happens and doing all you can to mitigate it,” he said. “It takes much longer than expected to rebuild, yet disasters can happen much faster than we anticipate. The purpose of this day is to understand the major threats, both manmade and natural, that impact all of us.” Read More

Mihaylo College Associate Professor of Economics Mira Farka discusses the outlook for the economy at the Spring Economic Forecast. The performance of the economy is vital for business, government, nonprofit and educational decision making, but how can you know where business is headed, particularly in these ever-changing times? Will home prices keep rising? Can unemployment go lower? What are business managers optimistic and concerned about?

By attending the 24th Annual Economic Forecast, hosted by the Cal State Fullerton Mihaylo College Woods Center for Economic Analysis and Forecasting and the Orange County Business Council (OCBC) and title sponsored by U.S. Bank, you will have exclusive access to a three-year outlook for the Orange County, Southern California, U.S. and global economies, with commentary by some of the leading academic and professional voices in the region.

Join CEOs, business managers, expert professors, local government officials and community leaders in the posh yet professional vibe of Hotel Irvine on Thursday, Oct. 25, from 11:30 a.m. – 1:30 p.m. for presentations by Provost Emeritus Anil Puri, Orange County’s premier economic researcher and former dean of Mihaylo College, and CSUF Mihaylo College Associate Professor of Economics Mira Farka, a rising star in the discipline and a previous senior economist at Deutsche Bank. Gain an applied perspective from two leading Orange County executives – Michael Camuñez, president, CEO and co-founder of strategic consulting firm Monarch Global Strategies LLC; and Lucy Dunn, president and CEO of the OCBC and former director of the California Department of Housing and Community Development, who will highlight the county’s game changers who are transforming our world.

Space is still available for attendees and additional platinum, gold and corporate sponsorships, so reserve your space today!

Just two hours of your day could transform your company or organization forever, with essential, actionable and up-to-the-minute statistics and commentary and the opportunity to network with the best of the best.

For more information, reach out to Sabra Ritter, senior director of the OCBC, at 949-794-7241 or sritter@ocbc.org or purchase your ticket online.

We hope to see you at the forecast conference!