Barrett, The Honors College Thesis/Creative Project Collection

On September 30, 2019, the Governor of California, Gavin Newsom, signed the Fair Pay to Play Act which prohibited universities from taking away an athlete’s scholarship should they choose to profit off their name, image and likeness (NIL). This was a monumental moment in college athletics as numerous lawsuits against the NCAA had been filed by former and current athletes due to the unfair nature of “amateurism.” With California getting the ball rolling and the Supreme Court pressuring the NCAA to change their outdated ways, the NCAA withdrew their rule stating that student athletes could not monetize their NIL. While this was a massive step forward in regard to compensating athletes for the time and effort they put into their sport that in turn generates revenue for the school, it also posed many questions that needed an in-depth look into including how this will affect non-revenue generating sports. This study aims to measure the student-athlete knowledge surrounding name, image, and likeness, as well as capture the athletes, coaches, and administrators' projections of the future implications of this policy. On the surface, this is a wonderful opportunity for college athletes. However, with the variability in the popularity and profitability between revenue generating and non-revenue generating sports, this does not put student-athletes on a level playing field to profit off their name, image, and likeness. With non-revenue generating sports falling vastly behind revenue generating sports, a further divide between these two segments of collegiate sports will form. Though there is an opportunity for all collegiate athletes to profit off their name, image, and likeness, the feasibility of putting these athletes on a level playing field is slim. In addition, with this new era comes a whole new set of rules for recruiting tactics and the desire to get more influential athletes. The data collected for this thesis, in conjunction with this new rule, implies that sports producing more influential athletes will be given more money as more eyes will be on the individual athletes. This will leave smaller sports behind because it will continue to create a divide between revenue generating and non-revenue generating sports. This gap will be created by increasing the publicity and recognition surrounding the revenue generating sports, while pushing less relevant sports further behind.

On September 30, 2019, the Governor of California, Gavin Newsom, signed the Fair Pay to Play Act which prohibited universities from taking away an athlete’s scholarship should they choose to profit off their name, image and likeness (NIL). This was a monumental moment in college athletics as numerous lawsuits against the NCAA had been filed by former and current athletes due to the unfair nature of “amateurism.” With California getting the ball rolling and the Supreme Court pressuring the NCAA to change their outdated ways, the NCAA withdrew their rule stating that student athletes could not monetize their NIL. While this was a massive step forward in regard to compensating athletes for the time and effort they put into their sport that in turn generates revenue for the school, it also posed many questions that needed an in-depth look into including how this will affect non-revenue generating sports. This study aims to measure the student-athlete knowledge surrounding name, image, and likeness, as well as capture the athletes, coaches, and administrators' projections of the future implications of this policy. On the surface, this is a wonderful opportunity for college athletes. However, with the variability in the popularity and profitability between revenue generating and non-revenue generating sports, this does not put student-athletes on a level playing field to profit off their name, image, and likeness. With non-revenue generating sports falling vastly behind revenue generating sports, a further divide between these two segments of collegiate sports will form. Though there is an opportunity for all collegiate athletes to profit off their name, image, and likeness, the feasibility of putting these athletes on a level playing field is slim. In addition, with this new era comes a whole new set of rules for recruiting tactics and the desire to get more influential athletes. The data collected for this thesis, in conjunction with this new rule, implies that sports producing more influential athletes will be given more money as more eyes will be on the individual athletes. This will leave smaller sports behind because it will continue to create a divide between revenue generating and non-revenue generating sports. This gap will be created by increasing the publicity and recognition surrounding the revenue generating sports, while pushing less relevant sports further behind.

Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures to be regarded as a necessary business practice in the minds of consumers, brands must align their marketing strategies accordingly. Specifically, brands must use philanthropy as a selling point to attract consumers. Philanthropy serves the dual purpose of improving communities and, if done properly, creating a competitive context that businesses can use to their fiscal benefit. Cause marketing, in its simplest form, is the use of philanthropy by for-profit companies as a means of attracting clientele to increase sales. Through charitable involvement, for-profit companies can generate goodwill that in turn creates a positive public perception of their brand. By partnering with carefully selected charities and investing in charity-centric endeavors, companies can engage their customers and drive revenue while bettering their communities. From this standpoint, it behooves any business to engage in cause marketing initiatives as a means of attaining customers. This thesis articulates the value that cause marketing can add to a corporate portfolio, how community involvement can be parlayed into increased revenue, and why brands should invest in cause marketing tactics. A literature review was conducted, empirical information was collected and analyzed, and interview testimonials were used in defense of these claims. In conclusion, this thesis establishes statistical proof that cause marketing promotes sales by positively affecting consumer brand perception, a key factor in purchase consideration and purchasing decisions.

For my senior thesis, I explored the topic of toxic masculinity in America, specifically on college campuses and cultivated through aspects of Greek Life. My exploration of the topic culminated in an art showcase that was intended to create a space for candid dialogue about the impact and effects of a persistent culture of toxic masculinity perpetuated through Greek Life. It is important to note that I do not believe that masculinity in and of itself is toxic; rather, often the ways in which it is conceptualized and enacted is harmful to men, women, and society as a whole. Thus, my goal is not to disparage men or masculinity, but rather to open a dialogue exploring how Greek Life reproduces a culture that pressures men to conform to a rigid and narrow conception of masculinity.

This paper outlines cumulative research on food deserts in relation to college students; namely, that there are communities classified as food deserts because significant numbers of the population lack access to grocery stores selling fresh produce or other goods normally called “healthy.” These areas are often also food swamps, or areas with intense access to sugar-dense, high-fat foods. Research as a whole suggests that three, among many, things might primarily drive food insecurity for individuals caught in these food deserts: lack of access to a personal vehicle, low income or prohibitively expensive healthy foods, and personal education or culture (Wright, 2016). College students both fit into the geographical food deserts and are individuals who tend to have a worrying level of food insecurity (Kim, 2018). It is costly to make adjustments to entire environments to rid communities of food desert qualities, and it is not always effective as ending food insecurity or malnutrition; instead, it can be much more effective to focus on individuals within communities and help push cultures into a better direction. This project demonstrates that ASU students are experiencing food dissatisfaction and are in a food desert worthy of attention and action, and that students are motivated to see a solution. The solution that the paper focuses on is a food delivery system of fresh produce and foods for students.