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See the full schedule of #MakingEquityRealatBC events occurring May 2-6.

Second Annual Giving Day a Great Success

The Beloit College community is generous and showed its heart and soul during its second annual Giving Day on Wednesday, April 20, 2016. In just 24 hours, the college raised over $65,000 from more than 450 supporters.

Not only did the gifts far surpass the original goal of $25,000, the event also raised $25,000 more than last year. Beloit is touched by the fantastic response received from supporters and is grateful to be backed by such a strong foundation of alumni, parents, faculty, staff, and friends. These gifts help make ‪#‎BeloitPossible for the next generation of Turtles, Bucs, and Beloiters.

The unconditional support, enthusiastically offered by our alumni, parents, and friends is a tribute to the character of our community, and the value that we all collectively recognize in the mission we seek to advance. We at Beloit are privileged to have a community so willing to invest in the future of our great institution, and our students. For this, we are grateful,” said Mark Wold’95, Senior Director of Alumni & Parent Relations and Annual Support.

Thank you to all who supported Beloit College’s second annual Giving Day. As College President Scott Bierman often says, it’s “turtles all the way down.”


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What’s in a name? Let this psych professor tell you

November 28, 2012 at 10:28 pm

Alexis GrotofskyThe name of a product plays a major role in how the consumer perceives it, Psychology Professor Alexis Grosofsky learned in a recent study.

She and a few student research assistants asked a group of participants to rate the masculinity and femininity of fragrances designed for men and women. The fragrances, however, were mislabeled half the time, causing the participants’ perceptions to change.

For example, they rated fragrances designed and labeled for men a 3.4 on a 7-point scale where 1 was very masculine and 7 was very feminine. When the male-designed fragrance was mislabeled as for women, they rated it a 4.6.

Similarly, participants rated fragrance designed and labeled for women a 4.7 but a 3.6 when the same fragrance was mislabeled as for men.

Grosofsky and her research assistants presented their research earlier this year at the Midwestern Psychological Association Conference. She was inspired to conduct this research after she and her students read about a study done by Herz & von Clef, which assigned positive and negative labels to the same odor.

For instance, Herz & von Clef gave one test group a pine tree scent named “Christmas tree” and they gave the same scent to another group but called it “spray disinfectant.” They found the participants perceived the positively labeled scents much more pleasantly opposed to the negatively named ones even though they were the same scent.

The takeaway from this study and Grosofsky’s is that a company should not underestimate the importance of a product’s name.

“From a marketing perspective, you need to choose a name with good implications, especially if there is a smell associated with it. You want people to like your product,” she said.