In addition to hunger, what exactly motivates people to eat?
Exploring that question led to a research paper and a trip to an international marketing conference in Denmark for Liamell Quezada ’25.
As a CURCA Summer Scholar last year, she and Sinem Atakan, Ph.D., assistant professor of marketing, examined the scales researchers and practitioners choose from when they want to investigate food consumption motivations. These aren’t weight scales that measure quantity of food, but rather measures used in the field to determine motivation to eat. The goal of their study was to conceptually compare and contrast these scales to help others select the right ones for their own research goals.
“Professor Atakan was involved in this area of research and it interested me very much,” said Quezada, a marketing major who was named a Summer Scholar right after her freshman year.
When Quezada’s paper and poster presentation were complete, Atakan was so impressed with the results she suggested it be submitted for consideration to the annual conference in May 2023 of the European Marketing Academy (EMAC). This professional society for people involved with or interested in marketing theory and research serves as the core of a communication network for disseminating information and promoting international exchange in the field of marketing.
Quezada was cautioned not to get her hopes up; having her first academic paper turn out so well was reward enough, but soon came the icing on the cake: the paper was indeed accepted for presentation. By Quezada. In Denmark.
“I was a little nervous but I was so grateful I had this opportunity,” she said.
The paper included a literature review and content analysis to identify the scales as well as the differences and similarities among them. Motivations for eating are related to a number of physiological and psychological concerns.
“Lia was amazing at the conference,” said Atakan. “Students presenting at EMAC are usually at the Ph.D. level, but Lia did a wonderful job presenting as an undergraduate. She was very professional and made Siena very proud.”
When she’s not presenting at international business conferences, Quezada serves as an ACE associate in Siena’s Center for Academic Community Engagement. Her responsibilities include heading up the creation of social media content, updating the ACE webpage and helping with projects. Assistant Director Cheryl Voter sings her praises:
“Lia is a huge asset to our ACE associate team,” she said. “She has a very strong work ethic and always goes above and beyond with any task that is given to her. Her leadership qualities show as she guides other associates through our many projects here at the Center. We are so very proud of Lia for all her hard work and accomplishments.”