Barrett, The Honors College Thesis/Creative Project Collection
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.
Displaying 1 - 10 of 32
Description
The advertising agency, in its variety of forms, is one of the most powerful forces in the modern world. Its products are seen globally through various multimedia outlets and they strongly impact culture and economy. Since its conception in 1843 by Volney Palmer, the advertising agency has evolved into the recognizable—and unrecognizable—firms scattered around the world today. In the United States alone, there are roughly 13.4 thousand agencies, many of which also have branches in other countries. The evolution of the modern advertising agency coincided with, and even preceded, some of the major inflection points in history. Understanding how and why changes in advertising agencies affected these inflection points provides a glimpse of understanding into the relationship between advertising, business, and societal values.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
ContributorsHarris, Chase (Co-author) / Potthoff, Zachary (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using rewards to foster consumer-brand connection has been around for decades, marketers are still struggling to optimize the benefits. How can marketers use rewards to better connect with their customers? Are there certain types of rewards that are more effective than others? Are certain rewards more effective when being implemented under brands of a certain personality type? In a society that values connection and relationship, marketers cannot lose their ability to appreciate customers under digital constraints and to marketplace competition. Through a field study and scenario-based experiment, we explore how and why low conditional vs. high conditional rewards influence consumer-brand connection and the role brand personality plays.
ContributorsBauer, Madelaine Anne (Co-author) / Bryant, Kelly (Co-author) / Lisjak, Monika (Thesis director) / Samper, Adriana (Committee member) / Department of Finance (Contributor) / W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students' perceptions of health and their likelihood to purchase healthy fast food products. To test this, a survey gathered quantitative data to assess student's perceptions of health and fast food, as well as qualitative data of when eating healthy is appealing and unappealing. An ad manipulation was employed to test student's likelihood to purchase the product shown in the ad. Though the study did not yield significant results, the results collected indicate that health claims may not be enough to influence someone to purchase, but that taste is of student's highest priority when making food purchase decisions. Thus, the study opens the door for future research in this realm of health and fast food, and concludes with recommendations for both marketers and future researchers.
ContributorsMigray, Emilee Catherine (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Research on teamwork has shown that teams are more productive and produce better results than individuals working on their own. Yet, research on individuals' work preferences makes it clear that not everyone prefers working in teams. In order to improve teamwork and achieve better results in both the collegiate arena and in the professional world, this study was designed to research different factors that affect a group's performance and creativity: satisfaction, familiarity, and the behavioral styles of individual team members. Additionally, this study addresses if the group's composition of Keirsey types \u2014 temperament patterns \u2014 also play a role in the group's creativity and performance. In this study, students created teams of four to seven students and completed specific in-class activities called Applied Insights. Groups composed mostly of Guardians, one of the four Keirsey temperaments, are able to adapt to the task at hand, which is demonstrated here with creativity. Further, groups who perceive themselves as sharing similar traits with many members are more satisfied and achieve a higher overall performance. Lastly, groups comprised of individuals who were least familiar with their teammates they had not previously worked with, produced more creative results in the short run. Whereas groups comprised of individuals who were least familiar with their teammates they had previously worked with, produced better overall results in short run.
ContributorsPinto, Linda (Co-author) / Hulse, Christopher (Co-author) / Vaughn, Michael (Co-author) / LePine, Marcie (Thesis director) / Samper, Adriana (Committee member) / Barrett, The Honors College (Contributor) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / School of Music (Contributor)
Created2014-12
Description
GEICO Insurance offers a wide range of insurance options to consumers nationwide. The company has experienced exponential growth over the past 15 years largely due to their low rates, ease of purchase, online business model, and their industry-revolutionizing approach to advertising these competitive advantages. Operating primarily within the enormous Property and Casualty sector of the insurance industry, GEICO faces extremely high levels of competition from many well-resourced companies. The most dangerous of which have begun to respond to GEICO's humorous, charming, and often detached advertising strategy through the employment of one of two general strategies; either imitating and attempting to improve upon GEICO's brand image and advertising practices, or else attacking it, insinuating that a company with this appeal does not truly care about its customers or its services. As GEICO has already solidified their low price point and ease of purchase in the minds of consumers, a tactical shift in response to competitive actions is now optimal. To avoid being labeled as a "cut-rate" insurance provider who cares little about the safety or well-being of their clients, and provides them with low quality insurance products and services; the following integrated marketing campaign is proposed. Spearheaded by the slogan "As long as you have GEICO, Things are looking up.", this campaign will focus on raising awareness of the plethora of customer service programs and initiatives already offered by GEICO that are unknown to the general public. The humorous, lighthearted appeal will remain, but the focus on highlighting customer service benefits and the high quality associated with GEICO's product will serve to shift the public perception of GEICO. As a result of this campaign, GEICO will appeal to a broader segment of the market, retain customers for longer period of time, raise awareness of their helpful customer service products and services, and differentiate themselves from the competition.
ContributorsGood, David Gregory (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor)
Created2015-05
Description
Currently, the medical industry employs an acute treatment process centered on responsiveness and restoration. This method fails those with chronic illness who require disease management and proactivity. As a solution, the medical industry has implemented programs focused on providing integrated, coordinated care. This project examines two primary models to accommodate chronically ill patients: Accountable Care Organizations (ACOs) and Patient Centered Medical Homes (PCMHs). Specifically, this paper examines the data from Pioneer and Medicare Shared Savings Program ACOs. In the aggregate, the data indicate that these programs have been unsuccessful due to several key issues: a lack of patient and physician engagement, failure to incentivize medical professionals and failed collaboration between both ACOs and PCMHs. Remedying these issues would improve the ability of both ACOs and PCMHs to provide integrated, comprehensive care to patients with chronic illnesses.
ContributorsWoods, Cassie Marie (Author) / Ketcham, Jonathan (Thesis director) / Samper, Adriana (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
In my thesis paper, I examine the gothic elements found in classical gothic fairy tales from European and Japanese tradition, particularly those works by the Brothers Grimm and Yei Theodora Ozaki. By examining the principle gothic elements that are unique to both stories, and further analyzing the commonalities of story, plot, and other major tropes, a better understanding of the message meant to be imparted and other cultural nuances can be ascertained. Gothic literature creates an atmosphere of gloom and suspense, toying with concepts of dread and darkness by employing Gothic elements such as shadows, the supernatural, sinister buildings, and strong-willed villains, all of which affect the rational mind in an irrational way. Fairytales freely use such tropes to their advantage, playing with the many fears of children, while simultaneously painting an idealistic fantasy world. The degree of usage and the application of gothic elements is closely examined in the Grimm works, "Hansel and Gretel," and "The Robber Bridegroom," as well as the Japanese tales, "The Goblin of Adachigahra,""Kintaro the Golden Boy" and "The Monkey and the Crab." These stories have been chosen due for their usage of animal tricksters, themes of control, and aspects of isolation, supernatural entities, and substantial gothic imagery. The gothic elements of death, sinister older women, the supernatural, fears of abandonment, and cunning animals are akin to both Western and Eastern tales, while the concept of gothic setting and the type of monsters prepared to feast on men is significantly different for both cultures, similar lessons are intended to be gleaned by children from these tales, with the intention of generally producing positive results \u2014 while the means differ, the message is strikingly similar, yet there remain cultural differences in terms of central themes and character traits.The effect of re-introducing the darker, gothic elements of traditional fairy tales into modern literature and retellings of the original narratives has been profound.Today, whether it has been at the bequest of the public or simply a new-age movement by modern cinema audience for the "gritty and realistic," fairy tales are returning to their former gothic forms. "Snow White and The Huntsman" is one example of a film which has gone this route, opting for a more gothic, classic telling rather than the chip, cheery, rosy cheeked Disney versions. There is a tendency for most media nowadays to be far less censored and fantastical, aiming for a more realistic, grittier approach \u2014 this bleeds into film and literature likewise, and thus children are impacted by this shift as well. Children seem to be able to handle more, perhaps desensitized at younger and younger ages by the products of our widely consumerist society, or perhaps due to parents raising their children in such a way so that the darkness that tinges these tales doesn't disturb and derail but rather, emphasizes their meaning of teaching certain lessons. Tales such as these are still valuable, and will continue to be so long as we seek a reality greater than our own, where the evil of the world is wiped away, and we all live happily ever after.
ContributorsMoschonas, Jerasimos Theodore (Author) / Ellis, Lawrence (Thesis director) / Hoyt, Heather (Committee member) / Barrett, The Honors College (Contributor) / Department of English (Contributor)
Created2015-05
Description
This report was commissioned to provide an analysis and evaluation of consumer perceptions and branding as it relates to the political and social climate in America. To be able to do this, the paper analyzes shifts in the external environment as well as researching case studies and online consumer perception surveys. Overall, this paper aims to examine the distributed survey and attempt to correlate and identify how branding, consumer perceptions, and social and political issues all can work and affect one another. Through the administration of this survey, we were able to formulate a conclusion that points towards the importance of brands actively adhering to changing consumer preferences, ideals, and expectations.
ContributorsClark, Sydney (Co-author) / Loera, Carolina (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This report was commissioned to provide an analysis and evaluation of consumer perceptions and branding as it relates to the political and social climate in America. To be able to do this, the paper analyzes shifts in the external environment as well as researching case studies and online consumer perception surveys. Overall, this paper aims to examine the distributed survey and attempt to correlate and identify how branding, consumer perceptions, and social and political issues all can work and affect one another. Through the administration of this survey, we were able to formulate a conclusion that points towards the importance of brands actively adhering to changing consumer preferences, ideals, and expectations. The research draws attention to the fact that brands are now living in polarized times, in which there can be numerous risks and opportunities for taking a particular stance socially or politically (Kleinberg, 2017). Thoroughly understanding and measuring brand customer perception in regards social and political stance can be vital to the future success or demise of a brand. To further understand consumer perceptions, it is imperative to analyze the opinions and information of the demographics in which brands appeal to. They can have differing opinions on the subject matter, therefore brands must be sensitive to these differences, and make changes accordingly. Moreover, analyzing current advertising campaigns are essential in gauging the overall expectation that consumers have for their brands in relation to current political and social climates. In essence, these questions and studies led us to formulate our final recommendations pertaining to this subject. Therefore, it is recommended: Brands should consider the political ideology in which the majority of their consumer base identifies with in order to leverage consumer purchasing power Brands should institute protocols before officially releasing proactive or reactive ad campaigns, such as brand advisory committees, competent spokesmen, issue based ads By utilizing this information, it allows brands to be proactive and refocus their objectives in order to accommodate varying consumer perceptions.
ContributorsClark, Sydney Chantal (Co-author) / Loera, Carolina (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using rewards to foster consumer-brand connection has been around for decades, marketers are still struggling to optimize the benefits. How can marketers use rewards to better connect with their customers? Are there certain types of rewards that are more effective than others? Are certain rewards more effective when being implemented under brands of a certain personality type? In a society that values connection and relationship, marketers cannot lose their ability to appreciate customers under digital constraints and to marketplace competition. Through a field study and scenario-based experiment, we explore how and why low conditional vs. high conditional rewards influence consumer-brand connection and the role brand personality plays.
ContributorsBryant, Kelly Amber (Co-author) / Bauer, Madelaine (Co-author) / Lisjak, Monika (Thesis director) / Samper, Adriana (Committee member) / W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05