Barrett

Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.

Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.

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The Development of Marketing with Respect to Retro-Acculturation

Description
With the United States' diverse group of people, diverse set of beliefs and diverse cultural backgrounds, it’s no wonder that over the last few decades there has been a 51 percent increase in second-generation Americans in the United States (Child Trends, 2018). Though each of these second- and third-generation Americans…

With the United States' diverse group of people, diverse set of beliefs and diverse cultural backgrounds, it’s no wonder that over the last few decades there has been a 51 percent increase in second-generation Americans in the United States (Child Trends, 2018). Though each of these second- and third-generation Americans experience life in the U.S. vastly different, the common steps of self-identity, acculturation and assimilation persist. However, what is often missed with this seemingly linear process is the delineating step: retro acculturation. Their sense of disconnect sparks a feeling of blurred identity, introducing the phenomenon of retro- acculturation, or an individual’s conscious efforts to connect to their heritage in new ways. Understanding the “why” behind this revelation is essential in understanding the “how”- or the actions taken by the individual to connect with their withdrawn culture. A deeper understanding of retro-acculturation and its processes is essential to leveraging a successful marketing effort in order to reach this demographic. As this population steadily reaches a larger population and quickly gains consumer buying power, it is important to be taking note of new and innovative ways of making lasting impressions on this demographic. This study focuses on exploring and discovering why individuals experience retro-acculturation and their triggers, as well as what approaches they use to connect to their heritage culture. Additionally, the insights gained were leveraged to provide recommendations as to how business can more effectively market to reach this demographic.
ContributorsHanson, Rebecca Jane (Co-author) / Burgess, Julia (Co-author) / Montoya, Detra (Thesis director) / Riker, Elise (Committee member) / School of International Letters and Cultures (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05

The Intersection of Authentic DEI Marketing, Corporate Social Responsibility, and Profitability in the cosmetics industry

Description

The purpose of this thesis is to analyze the impacts of virtue signaling and tokenism within the cosmetic industry and how it relates to corporate social responsibility. Secondary research has been gathered and analyzed to find insight into how these aspects in marketing can impact the profits and other measures…

The purpose of this thesis is to analyze the impacts of virtue signaling and tokenism within the cosmetic industry and how it relates to corporate social responsibility. Secondary research has been gathered and analyzed to find insight into how these aspects in marketing can impact the profits and other measures of success within business. This will lead to an understanding of how corporate social responsibility can be beneficial to the cosmetic industry, especially as companies grow and expand their target market. This thesis research is based on secondary research built from articles and advertisements. Additionally, research will be pulled from company statistics in profits and sales to determine success in different product launches and the marketing tactics utilized. After analyzing these differences and the types of advertisements that lead to the most successful results, it can be determined that virtue signaling and racial/ethnic tokenism can hinder success potential and thus, in contrast, companies that adhere to the ethical implications within corporate social responsibility will benefit from a reputation of sincerity.
ContributorsJohnson, Nicole (Author) / Hale, Allison (Co-author) / Voustas, Konstandinos (Thesis director) / Riker, Elise (Committee member) / Barrett, The Honors College (Contributor) / Economics Program in CLAS (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05