Date of Award

Spring 2026

Degree Type

Thesis

Director of Thesis

Dr. Sandy Strick

Second Reader

Professor Karen Edwards

Abstract

This thesis explores how psychological principles can inform event professionals’

decisions in the planning and execution of attendee-centered corporate events. In the modern

experience economy, corporations increasingly prioritize engaging, high-production events for

employees and stakeholders, while attendee expectations for immersive, spectacle experiences

continue to rise. Therefore, the importance of designing corporate events that balance clients’

fiscal and objective needs with attendees’ experience-driven expectations has become

increasingly recognized. This shift toward a human-focused approach prompted the researcher to

examine how psychological principles can inform the design and execution of events. The

project was conducted through a three-phase research process consisting of a literature review,

interviews with experienced event professionals, and website design. Findings from credible

sources and industry perspectives were synthesized to create the project’s deliverable: a website

that explores the intersection of psychology and corporate event planning. The website was

designed as a practical resource guide for event professionals that translates psychology-based

information, including human behavior, cognition, and sensation, into practical application

strategies for the everyday needs of an event professional. Rather than making definitive claims

that applying psychological theory directly elevates the attendee experience, this project

proposes a unique lens for event professionals to approach the planning process to meet the

needs of diverse attendee groups.

First Page

1

Last Page

20

Rights

© 2026, Alexis G. Mullendore

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