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
An in-depth analysis of Homeview Realty and Homeview Financial was conducted. A marketing plan for both companies was prepared for this project. Homeview Realty and Homeview Financial are in the midst of dynamic industries. The landscape of doing business in the real estate and mortgage industries are constantly changing and evolving. Thus, it is vital for Homeview Realty and Homeview Financial to constantly be knowledgeable in these fields. With this dynamic aspect, the landscape for marketing has also changed; it became digital in nature. Thus, it is important to analyze Homeview Realty and Homeview Financial currently and create a live marketing plan that can be updated when needed. With a marketing plan in hand, Homeview will be able understand its business model, mission, goals, and objectives and in turn be able to create marketing campaigns compatible with the companies objectives and strategic directions.
ContributorsCrowley, Rachel Victoria (Author) / Ostrom, Lonnie (Thesis director) / Montoya, Detra (Committee member) / Mirshak, Paul (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Department of Chemistry and Biochemistry (Contributor) / Department of Finance (Contributor) / School of Accountancy (Contributor)
Created2014-05
Description
The Athleta Esprit de She is a national women's racing series owned and produced by Life Time Athletic Events, a branch of the company Life Time Fitness. Esprit de She (EDS) has fourteen events per year in areas ranging from Minneapolis, MN to San Diego, CA. These events include 5K/10K runs, triathlons, duathlons, and cycle tours. The purpose of this study was to determine recommendations for the brand from both a marketing and event production standpoint. Through the use of a survey, the research team received participant feedback regarding the events. Once receiving participant survey responses, the research team used Importance-Performance Analysis to analyze the data. The goals of the study were to see how participants perceive the production of the event as well as the social media presence of the brand. Participants also provided insights as to whether or not they are ready to accept a greater challenge with a longer distance race. The overall aim of this study was to see what changes needed to be made to both the brand as well as the events themselves in order to improve the overall customer experience with Esprit de She.
ContributorsFlanagan, Kelly Lynn (Author) / Hultsman, Wendy (Thesis director) / Montoya, Detra (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / WPC Graduate Programs (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Psychology (Contributor)
Created2015-05
Description
Influencer marketing occurs when a brand elicits an individual to publicly promote or review its product in exchange for some benefit, which can often be either monetary or material. This practice has exploded in today’s marketing and advertising industry due to its high return on investment for businesses and income potential for influencers. With this new and evolving process comes a struggle to establish and maintain regulations between brands, consumers, and influencers. Because influencer marketing is purely based on authenticity and trust between the influencer and the consumer, disclosure or lack thereof can seriously impact the validity of the endorsement. I conducted a study in which consumers were shown a staged influencer post and asked to answer a series of questions regarding compensation, appeal, authenticity, and influence, under three different conditions. Condition A showed an influencer’s post with only general information, Condition B revealed that the post was in collaboration with Tory Burch, and Condition C stated that Tory Burch told the influencer when and where to make the post. I found that as the influencer disclosed more about how she was compensated and controlled by the brand, respondents found the content less appealing, less authentic, and reported that they thought a brand had more influence and compensated her more to create the post. These findings support the idea that influencer marketing requires a level of honesty and trust between the consumer and influencer, and a lack of this causes negative sentiments and less effective results. Moving forward, brands and influencers alike must work to foster more transparent and authentic connections in order be in compliance with FTC regulations as well as maintain meaningful connections with consumers.
ContributorsLoy, Brooke Ellise (Author) / Giles, Charles (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Abstract Older adults and people with disabilities are two unique populations, though they intersect in their need for mobility options that are often not met by traditional transportation services. There is consensus that the government should provide assistance for older adults and people with disabilities to achieve and maintain independence. However, the challenge lies in addressing the many forms of mobility inequity. Population projections for the twenty-first century have sparked interest in the rights of these two populations. As the population of the United States of America ages, supporting the mobility of seniors and individuals with disabilities will become imperative to maintaining their quality of life. One existing federal grant, Section 5310: Enhanced Mobility for Seniors and Individuals with Disabilities (49 U.S.C. 5310) provides formula funding for services that provide transportation options to older adults and people with disabilities. While the 5310 program provides crucial funding to non-profits and government agencies to support mobility options for older adults and people with disabilities, it does not address the full scope of mobility issues faced by these two communities. This thesis project provides a thorough analysis of this grant from the federal legislation it is founded on, to the local administration of this grant as applied by the Maricopa Association of Governments (MAG). Finally, this thesis looks at emerging technology with the potential to revolutionize mobility, along with sobering historical context of the barriers faced older adults and people with disabilities.
ContributorsValencia, Martin J. (Author) / Kelley, Jason (Thesis director) / Voorhees, Matthew (Committee member) / School of Sustainability (Contributor) / School of Geographical Sciences and Urban Planning (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In today’s society we see a strong encouragement of those who put effort into various aspects of their life. Additionally, we also see a strong push towards making oneself more attractive to reap social benefits. However, a paradox exists between effort and attractiveness. In a society that values both effort and attractiveness, why do we see negative reactions to those who put effort into their appearance, and can we make these effects go away? How can cosmetic companies alter those reactions to suit their advertising needs? Through a pretest and a main study we show how consumers react to differing amounts of perceived effort in a cosmetic product, and how we can alter the effect that effort has by priming consumers with the idea of their ‘natural self’ vs. their ‘ideal’ self.
ContributorsDaniels, Michelle Elizabeth (Author) / Samper, Adriana (Thesis director) / Montoya, Detra (Committee member) / Barrett, The Honors College (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
This paper explores whether American football player Colin Kaepernick and other athletes’ refusal in 2016 to acknowledge the national anthem symbolizes a form of nationalism in the United States. At first glance, the rising support of “un-American” acts that reject traditional patriotism would imply that American nationalism is faltering. If one observes the colloquial understanding of nationalism as extreme commitment to a country, this may be true. But after closer examination, the pattern instead depicts a polarization of two distinct forms of nationalism — ethnocentric nationalism and what I call multicultural nationalism, both intensifying away from each other.
As opposed to colloquial understanding, there is no standard scholarly definition of nationalism, but it is widely seen as zeal over an identity that strives to manifest into an organized state. Despite this minimal consensus, nationalism is usually equated with an ethnocentric conception of the nation-state, what I recognize to be ethnocentric nationalism, the commitment to a linguistically, racially, and culturally likeminded nation. I argue that this traditional, ethnocentric understanding of nationalism is only one interpretation of nationalism. Ethnocentric nationalism has and continues to be in tension with a more recently established interpretation of the nation, which I call multicultural nationalism: the commitment to a country’s principles rather than to its racial, cultural, and religious ties.
A common acceptance of difference is growing in the United States as shown by Kaepernick’s public support in the face of patriotic conformity. This perspective draws from the United States’ ideological roots that argue for one nation made up of many, e pluribus unum, so that foreign backgrounds should not just be accepted but also embraced to form a more diverse nation. The passion for a progressive, multicultural America can be translated into its own movement of multicultural nationalism. In this context, the support for Kaepernick’s actions no longer appears to represent increased dissent from the United States, but instead seems to be an attempt to challenge ethnocentric nationalism’s claim to the nation.
This paper will begin by contrasting the reactions to Kaepernick’s protest and to protests before him in order to contend that nationalism is no longer characterized by only ethnocentric tradition. I will analyze theoretical studies on nationalism to dispute this common understanding that nationalism is solely ethnocentric. I will argue that nationalism, rather, is the intense manifestation of a community’s identity within a political state; the identity of which can be either ethnocentric or multicultural. The Kaepernick ordeal will be used to signify the greater division in the American public over whether a multicultural or ethnocentric conception of the nation should be supported in the United States. Lastly, this paper will observe how the Kaepernick protest suggests multicultural nationalism’s viability in today’s politically progressive environment, and how multiculturalism should embrace nationalism to advance its platform.
As opposed to colloquial understanding, there is no standard scholarly definition of nationalism, but it is widely seen as zeal over an identity that strives to manifest into an organized state. Despite this minimal consensus, nationalism is usually equated with an ethnocentric conception of the nation-state, what I recognize to be ethnocentric nationalism, the commitment to a linguistically, racially, and culturally likeminded nation. I argue that this traditional, ethnocentric understanding of nationalism is only one interpretation of nationalism. Ethnocentric nationalism has and continues to be in tension with a more recently established interpretation of the nation, which I call multicultural nationalism: the commitment to a country’s principles rather than to its racial, cultural, and religious ties.
A common acceptance of difference is growing in the United States as shown by Kaepernick’s public support in the face of patriotic conformity. This perspective draws from the United States’ ideological roots that argue for one nation made up of many, e pluribus unum, so that foreign backgrounds should not just be accepted but also embraced to form a more diverse nation. The passion for a progressive, multicultural America can be translated into its own movement of multicultural nationalism. In this context, the support for Kaepernick’s actions no longer appears to represent increased dissent from the United States, but instead seems to be an attempt to challenge ethnocentric nationalism’s claim to the nation.
This paper will begin by contrasting the reactions to Kaepernick’s protest and to protests before him in order to contend that nationalism is no longer characterized by only ethnocentric tradition. I will analyze theoretical studies on nationalism to dispute this common understanding that nationalism is solely ethnocentric. I will argue that nationalism, rather, is the intense manifestation of a community’s identity within a political state; the identity of which can be either ethnocentric or multicultural. The Kaepernick ordeal will be used to signify the greater division in the American public over whether a multicultural or ethnocentric conception of the nation should be supported in the United States. Lastly, this paper will observe how the Kaepernick protest suggests multicultural nationalism’s viability in today’s politically progressive environment, and how multiculturalism should embrace nationalism to advance its platform.
ContributorsFite, Owen Gunehame (Author) / Suk, Mina (Thesis director) / Voorhees, Matthew (Committee member) / School of Politics and Global Studies (Contributor, Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Advertising has been a part of the marketing landscape for decades, evolving over time. Among the many tactics of advertising is the use of spokespeople, or brand personalities, that represent a brand and its offerings. Spokespeople have been around as early as the 1950s, with brands hiring well-known actors and actresses to represent everyday products. Since then, they have evolved to be more than just a brand representative. Fast forward to the 21st century, spokespeople have developed symbiotic relationships with brands, helping them create authentic connections with its consumers.
There are many successful cases of spokespeople enhancing a brand’s popularity and growing their sales, but what would happen to the brand if their spokesperson engaged in controversial behavior? The basis of this thesis, and my research, revolves around this research objective: to better understand if, and how, spokespeople affect a brand and its consumers. I conducted primary research in the form of a survey to test consumer’s attitudes and behaviors towards brands and spokespeople; additionally, I conducted secondary research to understand how spokespeople can impact a brand’s stock and sales performance. I expect spokespeople with high levels of association with the brands they represent to have a strong affect on a brand’s performance and perception.
The results of my research defy my expectations. Spokespeople that have a weaker association level with their brands had a strong affect on a brand and its consumers, and vice-versa with strong association levels. In the primary research, spokespeople with weak association levels with Nike and Papa John’s had a significant impact on how participants viewed and engaged with the brands. In addition, secondary research indicates there are significant affects on a brand’s performance as a result of the spokespeople, despite the weak association levels.
After conducting research, I concluded that to have effective spokespeople that can positively impact a brand and its consumers, they must possess two characteristics: trustworthiness and authenticity. The successful cases of spokespeople from my primary and secondary research possessed these characteristics. Consumers need to be able to trust the messages that come from spokespeople, and they need to be able to understand that the relationship between the them and the brand is authentic and makes sense. Therefore, if the spokespeople brands hire are trustworthy and authentic to the brand, then they will positively impact the performance and perception of the brand.
There are many successful cases of spokespeople enhancing a brand’s popularity and growing their sales, but what would happen to the brand if their spokesperson engaged in controversial behavior? The basis of this thesis, and my research, revolves around this research objective: to better understand if, and how, spokespeople affect a brand and its consumers. I conducted primary research in the form of a survey to test consumer’s attitudes and behaviors towards brands and spokespeople; additionally, I conducted secondary research to understand how spokespeople can impact a brand’s stock and sales performance. I expect spokespeople with high levels of association with the brands they represent to have a strong affect on a brand’s performance and perception.
The results of my research defy my expectations. Spokespeople that have a weaker association level with their brands had a strong affect on a brand and its consumers, and vice-versa with strong association levels. In the primary research, spokespeople with weak association levels with Nike and Papa John’s had a significant impact on how participants viewed and engaged with the brands. In addition, secondary research indicates there are significant affects on a brand’s performance as a result of the spokespeople, despite the weak association levels.
After conducting research, I concluded that to have effective spokespeople that can positively impact a brand and its consumers, they must possess two characteristics: trustworthiness and authenticity. The successful cases of spokespeople from my primary and secondary research possessed these characteristics. Consumers need to be able to trust the messages that come from spokespeople, and they need to be able to understand that the relationship between the them and the brand is authentic and makes sense. Therefore, if the spokespeople brands hire are trustworthy and authentic to the brand, then they will positively impact the performance and perception of the brand.
ContributorsHo, Yi-Chun (Author) / Giles, Charles (Thesis director) / Montoya, Detra (Committee member) / Dean, Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This thesis explores European identity through the European Union and the Eurovision Song Contest using Michael Walzer’s hyphenated American identity by expanding his argument to the EU, culture, and broadening the definition of diversity. Walzer had three main points about the American identity that makes it unique. First, a hyphen with a many side and a one side exist with no expectation of assimilation. Second, the should be a hyphen and can be emphasized. Third, there are unsuccessful patriotic fevers. On the political level, the EU has a hyphenated identity but fails with expectations of assimilation and successful patriotic fevers like Brexit. Walzer does not examine the cultural aspect of identity, this is where this thesis goes beyond his idea in examining European identity in the cultural institution of Eurovision. The literature and winning songs confirm that a hyphenated identity exists in Eurovision. I sorted the winning songs into three categories of diversity, national identity, and neutral. I did not reject two of my hypotheses, there were more neutral songs, and songs in diversity and national identity became common after 1992. The hypothesis I rejected was that national identity songs would be more common than diversity songs, this was not the case. I used Ukraine 2004 for diversity and Greece 2005 for national identity case studies. Overall, when there is a United States of Europe its identity will be the same as Walzer’s American identity. It is just not there yet, but with further European integration, it will.
ContributorsHubby, Turner Wilbanks (Author) / Kirkpatrick, Jennet (Thesis director) / Voorhees, Matthew (Committee member) / Watts College of Public Service & Community Solut (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This honors thesis study aimed to gain a better understanding of millennials and how to effectively use interactive marketing to advertise to this generation. The thesis was broken up into three segments. The first segment includes a literature review on: identifying and comparing within the millennial generation, millennials impacts on marketing, and an introduction to interactive marketing. The second segment covered the methodology study including the application of the research findings to analyze the effectiveness of interactive marketing and the shift brands have made to reach millennials. Lastly, the final section covered an overall conclusion and recommendations. This paper first identified who the millennial generation is and discussed the differences between the older and younger millennials among the generation as a whole. Then the paper moved into defining what interactive marketing is and how it is being used and targeted towards the millennial generation. The next section identified the key differences within the millennial generation and the main areas in which this generation impacted brands and the company's interactive marketing efforts. The research suggests what the most influential take-a-ways from the millennial generation are and how brands shifted in order to better target the new types of consumers. Additionally, the information obtained from understanding the millennials' perspective on interactive marketing provide companies a better idea of how to market to them. Lastly, the recommendation checklist for companies to follow on how to create a successful interactive marketing advertising campaign helped to position brands in the most efficient way possible when entering this new form of marketing and specifically targeting millennials.
ContributorsRamsey, Victoria Rebecca (Author) / Eaton, Kathryn (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
A rapidly evolving technological environment has enabled the exponential expansion of creative opportunities for artists. Major developments in the digital landscape have impacted the world of music creation, namely the unprecedented rise of the remix. However, copyright laws have failed to keep up with the new ways in which musicians are interacting with technology. Although the last amendments to the Copyright Act were made well before the digital age, the same laws from 1976 still govern the digital activities of today. This leaves forty years of technological developments largely unaccounted for, including the advancements that have led to the emergence of the remix. This paper will first address the value of remixing in the advancement of the Electronic Dance Music genre by outlining the history of sampling and remixing, and will discuss the existing copyright doctrine and the various issues that have arisen within copyright law. It will then seek to develop potential solutions that strike a fair and equitable balance between the owners of intellectual property and the ever-increasing universe of homegrown creative artists. The days where remix artists are per se ‘copyright criminals’ should be numbered, for the greater good of all participants in the rapidly expanding worldwide web of music, musicians and music lovers, whether they be consumers, creators or recreators.
ContributorsFromm, Emilie Georgina (Author) / Schmidt, Peter (Thesis director) / Voorhees, Matthew (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12