Cheating or Competing? University Students’ Experience of AI Marketing and What It Means for AI Literacy Programming

Effects of a stand-alone web-based electronic screening and brief intervention targeting alcohol use in university students of legal drinking age: A randomized controlled trial

The research examines how college and university students in Israel use Generative AI (GenAI) tools for their studies and explores the ethical challenges they face when incorporating these technologies into their education. As GenAI becomes increasingly integrated into higher education, it is essential to understand its pedagogical roles and the ethical challenges it presents. A nationwide mixed-methods study was conducted with 673 participants from various academic institutions. Data was collected through an online questionnaire and analyzed using quantitative methods and qualitative content analysis of open-ended responses. The findings reveal that GenAI tools, particularly ChatGPT, have become integrated into students’ academic routines, with undergraduate students using these tools more frequently than graduate students. Students reported using GenAI to search for learning materials, clarify complex content, and generate inspiration. Concurrently, they expressed concerns regarding the accuracy of information, privacy, academic integrity, and the absence of clear institutional guidelines. The ethical dilemmas reported included uncertainty about the acceptable use of GenAI, the temptation to rely on GenAI for assignments, and conflicting values concerning independent learning. This study highlights the dual nature of GenAI use – beneficial for learning yet prone to ethical misuse. It underscores students’ desire for institutional guidance and emphasizes the importance of fostering both digital literacy and ethical awareness in academic contexts.

PurposeThe purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion.Design/methodology/approachUsing consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the valid data from 419 US college students, this study employed structural equation modeling to investigate the factors affecting US college students’ brand loyalty toward fast fashion.FindingsResults reveal that for the US college students, brand awareness, perceived value, organizational associations, and brand uniqueness are the contributing factors to generating consumer’s loyalty toward fast fashion brands.Originality/valueDue to the fact that fast fashion has become a key feature of the global fashion industry over the last decade, there is phenomenal growth in the availability of fast fashion brands in the US markets. This study provides valuable insights about young consumers’ perceptions of fast fashion brands and the factors’ contributions to their brand loyalty.

Food Insecurity on College and University Campuses: A Context and Rationale for Solutions

PurposeThis exploratory research paper aims to contribute to the international marketing and brand development literature by demonstrating that significant cross‐national differences exist between Chinese and US university students regarding beliefs and perceptions of private label branding.Design/methodology/approachA total of 1,070 usable surveys were collected in the USA and 252 in China. Data analysis was conducted using SPSS data analysis software. The US student sample was collected from a comprehensive university located in the western USA. The Chinese sample was collected from a large university in Hefei. Hefei is the capital city of Anhui Province and a center for higher education.FindingsThe researchers compared US and Chinese university students in four areas: important attributes when purchasing food‐related products; beliefs about private label brands and price loyalty; perceptions about private label brands; and recognition of private label brands. US and Chinese respondents had statistically significant differences when addressing beliefs and perceptions concerning private label brands. Most notable is the difference concerning product pricing: US consumers indicate that price has a greater effect on the decision to purchase when compared with Chinese consumers. The data seem to indicate that Chinese consumers believe that private label food products may be of inferior quality compared to manufacture brands. Additionally, the data indicate indirectly that Chinese respondents either do not have an understanding of private label products, or that private label names are not recognized as such.Research limitations/implicationsOne limitation of this paper is that the data may indicate the non‐availability of private label products to Chinese consumers, rather than a perception that private label products are of lower quality. Additionally, this study documents perceptions regarding private label products, not why respondents perceive private label products in a certain way. A final limitation is that respondents are university students that, while they are excellent candidates, they probably do not currently hold the role of main food purchaser for their families. Future research would benefit from a broader demographic that includes non‐students as well as a larger number of private label categories. Comparing how marketers educated consumers regarding private label products in western markets, and how private label products are integrated into western markets could be used as a template for a successful rollout in Asian markets.Originality/valueWhile this study was exploratory in nature, and narrow in scope, the possibilities of long‐term research in private label branding in emerging market economies is quite exciting. Will the Chinese adopt private label products, as US consumers have done? To this end, a proverb from Deng Xiaoping seems appropriate: “Black cat or white cat: If it can catch mice, it's a good cat.” Whether a private label brand or a manufacture brand, it is up to marketers to help the Chinese consumers see value in both types of brand offerings.

A Review of Basic Needs (Food Security, Housing Security, and Homelessness) of US College Students’ During the COVID-19 Pandemic

Objective: Exploration of the relationship between mental health constructs and physical health constructs can help practitioners better understand the mental health of vulnerable populations, such as college students in the United States. The purpose of this exploratory study was to investigate the connection between mental well-being and health literacy of US college students. Participants: The sample included 410 undergraduate students (63% white; 71% female) attending universities across the United States. Methods: Participants completed the All Aspects of Health Literacy Scale and the Warwick-Edinburgh Mental Well-being Scale. Univariate and bivariate statistics were observed for all study variables, and three linear regression models were run to see whether functional, communicative, and/or critical health literacy scores predicted mental well-being. Conclusions: Findings suggest that health literacy was associated with improved mental well-being among US college students, which has implications for health programming at US universities, such as the coordination of physical and mental healthcare.

This systematic review investigates the ethical challenges and strategic responses surrounding the use of Generative AI (GenAI) and related tools in academic writing within global higher education. Following the PRISMA 2020 framework, a rigorous search and screening process across academic databases identified 18 peer-reviewed articles published between 2020 and 2025, which were subjected to in-depth thematic analysis. The findings reveal four major ethical concerns: threats to academic integrity through plagiarism, authorship misrepresentation, and diminished originality; issues of bias and fairness arising from algorithmic limitations and unequal access to technology; limited transparency due to nondisclosure of AI use and the absence of clear citation standards; and risks to data privacy linked to the use of student and proprietary information. In response, the literature highlights strategies that include the development of institutional ethical guidelines and policies, enhanced digital literacy and training for faculty and students, improved design and regulation of AI tools with embedded ethical safeguards, and the promotion of transparent human–AI collaboration guided by human oversight. This review demonstrates the significance of adopting a comprehensive, multi-layered approach rather than relying on isolated interventions. For educators, it underscores the need to cultivate critical digital literacy skills; for policymakers, it emphasizes the importance of enforceable and context-sensitive frameworks; and for researchers, it points to future inquiry on the ethical–technological nexus. Collectively, the findings provide actionable insights to ensure that GenAI’s integration into academic writing supports integrity, fairness, and trust in higher education.

College students’ lifestyle and eating habits strongly affect their health. Among many healthy eating behaviors, including whole grain food in the diet is known as providing health benefits such as maintaining a steady blood sugar, lower cholesterol, and since it is rich in fiber and minerals, it is essential for the well-being. However, consumers’ intakes of whole grain products remain below recommendation, including college students. This study aims to evaluate determinant factors contributing to college students’ willingness to include whole grain pasta in their diets. A sample of 499 students enrolled in a US college participated in this study. Most students perceived whole grain pasta as healthy and filling and somewhat tasty. Availability and price were not barriers for consumption. Logistic regression results suggested that factors affecting students’ willingness to consume whole grain pasta in the future were the desire to eat, cognitive and affective attitudes, perception of whole grain pasta, as well as having already chosen pasta thanks to its availability at the dining. Two student segments were identified according to their healthy eating perception: Uninvolved and Health-conscious. Cognitive attitudes such as beneficial and essential had positive effects on consumption in both segments, suggesting that information provision covering specific health/nutritional benefits of whole grains for students is crucial.

Elevated rates of meningococcal disease were noted among 18- to 22-year-olds in the mid-1990s. However, national data on rates of meningococcal disease in US college students were not collected until 1998. To determine rates of meningococcal disease in US college students and to identify risk factors for meningococcal disease in this population. Prospective surveillance study with nested case-control study of US college students with meningococcal infection from September 1, 1998, to August 31, 1999. Fifty state health departments and 231 college health centers participated. Incidence of and risk factors for meningococcal disease in US college students. Ninety-six cases of meningococcal disease were identified. The incidence rate for undergraduates was 0.7 per 100 000 persons vs 1.4 per 100 000 for the general population of 18- to 23-year-old nonstudents (P<.001). Freshmen living in dormitories had the highest incidence rate at 5.1 per 100 000. Of the 79 case-patients for whom information was available, 54 (68%) had illness due to vaccine-preventable meningococcal serogroups. On multivariable analysis of case-control study data, freshmen who lived in dormitories had an elevated risk of meningococcal disease (matched odds ratio, 3.6; 95% confidence interval, 1.6-8.5; P =.003) compared with other college students. Freshmen who live in dormitories have an independent, elevated risk of meningococcal disease compared with other college students. Use of the currently available quadrivalent polysaccharide vaccine among college students could substantially decrease their risk of meningococcal disease.

PurposeThe purpose of this paper is to examine the career information sources used by university students and identify whether the use of the various sources differs across three generational cohorts.Design/methodology/approachA survey was administered to 322 students majoring in food marketing and related fields at 12 US universities. The results were compared to prior survey results from 1995 to 2004.FindingsStudents continue to use many of the same sources for career information, but use them more frequently. College professors/courses were the most fruitful sources, followed closely by career fair/company visit, job/internship, and family/relatives. Although career centers and counselors were used less frequently, their use is growing. Written materials are used the least, and their use is declining.Research limitations/implicationsThe sample is limited to the food and consumer packaged goods (“food/CPG”) industry. It is also limited to US college students.Practical implicationsIf organizations and recruiters want to reach and attract millennial students, establishing and fostering relationships with university personnel, especially faculty, is critical. Investing in course activities (e.g. guest lectures, case studies) and industry experiences (e.g. jobs and internships) is also important.Originality/valueThis is the first study to examine the use of career information sources across generational cohorts specifically in the context of the food/CPG industry. The results are bolstered by robust samples and the time-lag design.

Objective We categorized levels of self-reported stress, anxiety, worry, and sleep among US college and university students during the COVID-19 pandemic. Methods We conducted an anonymous online survey between May 7 and June 21, 2020. Results Nearly all participants reported worry about the pandemic. Nearly half (95% CI: 43.3–51.3) reported moderate-to-severe anxiety, and 42.0% (95% CI: 38.0–45.9) reported experiencing poor sleep quality. Those with moderate-to-severe anxiety were more likely (OR: 3.3; 95% CI: 2.4–4.7) to report poor sleep quality than those with less anxiety. Moderate or extreme worry about the pandemic was associated with poor sleep quality (OR: 1.5; 95% CI: 1.1–2.1). Conclusions Our survey found high levels of stress, worry, anxiety, and poor sleep among US college and university students during the early months of the pandemic. Universities should prioritize access to resources for healthy coping to help students manage anxiety and improve sleep quality as the pandemic continues.

What Is the Relationship between Higher Education and Neoliberalism in the United States?

We investigated US college students’ gender-typed attitudes about occupations for themselves as a predictor of their real-world decisions regarding an academic major and intended future career. We also investigated US college students’ attitudes about the appropriateness of gender-typed occupations for other men and women. The sample (N = 264) was mostly Caucasian and was drawn from a large state university in the Mid-Atlantic region of the US. An established self-report measure (see Liben and Bigler 2002) was used to assess attitudes about occupations for the self and other people. Gender-typed majors and intended careers were categorized using a coding scheme that was developed for the study. College students preferred gender-stereotypical occupations for themselves. Women’s, but not men’s, preferences for gender-typed occupations predicted their decisions about their academic major and the career they intended to pursue. Both men and women reported that men should only hold masculine occupations, but that women should hold both masculine and feminine occupations. We discuss the implications of our results for understanding the gender gap in occupations in the US, such as the underrepresentation of women in STEM careers and barriers for men in stereotypically female occupations.

Past research has highlighted a range of factors that impact college students’ sense of belonging. It is less clear how the COVID-19 pandemic has shaped college students’ experience of belonging. The current study used a reflective photography approach to examine US college students’ experience of belonging to their institution during the COVID-19 pandemic. Student responses included themes of Physical Space, Community, Adaptation/Continuity, Identity, and Negative Affect. Physical space emerged as the most common theme. Regardless of whether students were studying on campus or remotely, students described the role of the natural and built environment in finding a sense of connection and belonging. In comparisons based on students’ class year, first-year students talked more about the role of structured groups and other cohorts highlighted the role of past shared experiences. The findings have implications for interventions aimed at promoting student belonging.