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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Compensatory Consumption: How Sales Associates’ Behavior Influences Consumers’ Willingness to Purchase Aspirational Brands

Description
Aspirational brands such as luxury brands have a tendency to make consumers feel rejected in retail environments. Previous studies show that this rejection actually increases consumers’ positive feelings toward the brand. In this research, however, we suggest that this finding might not hold for all customer segments. Specifically, we suggest…

Aspirational brands such as luxury brands have a tendency to make consumers feel rejected in retail environments. Previous studies show that this rejection actually increases consumers’ positive feelings toward the brand. In this research, however, we suggest that this finding might not hold for all customer segments. Specifically, we suggest that for those customers who feel insecure in a certain domain (e.g., feel insecure about their social standing), rejection by a brand that is aspirational in that domain (e.g., a status-signaling brand) might backfire. Two experiments and a separate field study provides evidence that is consistent with these predictions. These results are discussed in depth, including limitations and future possibilities to further the study.
Aspirational brands are defined as brands that tap into the ideal self-concept (Ward and Dahl, 2014). For example, people who aspire to have high social standing view luxury brands as aspirational. Presently, most sales associates from aspirational brands are encouraged to display judgmental behavior when interacting with customers (Neuman, 2014). This is supported by past research that has shown that creating space between the customer and the brand increases the customer’s wants and needs to associate even more with this aspirational brand. This deliberate space between the brand and customer increases their desire to be recognized by that brand. (Ward and Dahl, 2014, p. 590).
ContributorsDunaway, Audrey Claire (Co-author) / Rosenfeld, Rachel (Co-author) / Kinnerup, Tina (Co-author) / Lisjak, Monika (Thesis director) / Mandel, Naomi (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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How Marketing Freebies Impact Consumers Perceptions and Willingness to Engage in Word of Mouth

Description
Marketers are constantly striving to discover strategies that promote the greatest amount of word of mouth (WOM) from their consumers. WOM is perceived as one of the most reputable forms of marketing by consumers due to the authenticity and sincerity that is associated with the strategy. With WOM being an…

Marketers are constantly striving to discover strategies that promote the greatest amount of word of mouth (WOM) from their consumers. WOM is perceived as one of the most reputable forms of marketing by consumers due to the authenticity and sincerity that is associated with the strategy. With WOM being an organic and genuine response from consumers, marketers are often faced with difficulties or failure when explicitly requesting that consumers engage in positive WOM behaviors. However, there are certain practices that firms can implement to encourage WOM behaviors from their consumers. This study examines the effectiveness of two different freebie marketing methods and the impact that each method’s presentation has on a consumer’s willingness to participate in WOM. The results of this study will be used to provide companies with guidelines and recommendations to successfully create freebie marketing strategies that drive authentic WOM surrounding their brand and products.
ContributorsBoyer, Victoria (Author) / Hanzlick, Camille (Co-author) / Lisjak, Monika (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor)
Created2022-05