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.
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- Creators: Gray, Nancy
Description
The business of residential real estate is booming; over 5 million homes were sold in the United States in 2017 alone, according to the National Association of REALTORS® (“Quick Real Estate Statistics,” 2018). With the recovery of the housing market after the 2008 crash, more home buyers and sellers seek out real estate agents to assist with their transactions. Despite the majority of home buyers and sellers still using agents to conduct transactions, obstacles for fostering positive relationships come in the form of poor agent ethical reputations (Pacelle, 1994), agent empathy (Snyder et al, 2011), and even agent attractiveness (S.P. Salter et al, 2012). These reasons make it all the more critical that agents stand out from competitors, raising the question of how agents can differentiate themselves from other agents. To answer this question, this thesis seeks to discover what clients and agents value the most in their relationship with each other. In this study, three real estate agents and a client or client-couple from each were interviewed about the agent’s personality, brand promise, and actions taken to convey the promise. The most important factors in developing relationships, as well as a theoretical framework for the different relationships that can be formed within the agent-client context, were derived from the interview data collected. Commercial friendship develops from the overlap of all three relationship factors identified in the study, and as previously found, correlates with client loyalty and relationship quality (Lou, Zhou & Zheng, 2011). By shaping service around such factors, agents may be able to form better relationships with their clients. An agent with a stronger relationship with their clients may be more likely to receive referrals, earn customer loyalty, and even capture the attention of a first-time home buyer without the use of referral.
ContributorsVolpe, Kaylie Ann (Author) / Gray, Nancy (Thesis director) / Eaton, Kate (Committee member) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12
Description
Companies and brands have long used well-known “celebrities” to promote their products or services - the first instance of a celebrity endorsement dates back to the 1700s. However, there is currently a rise of non-celebrity “influencers” (well-known on social media but not typical celebrities) emerging in marketing: some companies are starting to allocate more marketing funds to these influencers over celebrities. Why are companies beginning to hire non-celebrity influencers more? When are consumers more likely to be influenced by a celebrity versus a non-celebrity influencer? Does the extent of influence (i.e. credibility) of the two depend on the status/quality of the product that is being promoted? Through a research study conducted at Arizona State University, I explore the forces of taste and product status, how much power celebrities and non-celebrity influencers have over these forces, and when consumers may be more influenced by celebrities versus non-celebrity influencers.
When browsing on social media – particularly Instagram – users will see a slew of well-known celebrities featuring different brands, products, or services in their posts. Celebrity endorsements for advertising “dates back to the 1760s” (Vemuri & Madhav, 2004), so the concept has existed for a few centuries. Today, some examples of celebrity endorsements include LeBron James and Nike; Justin Bieber and Calvin Klein; Sofia Vergara and Head & Shoulders, etc. It has become almost an expectation to see celebrities in most advertisements - it seems as if utilizing exclusively commonplace models in advertising isn’t the standard norm for companies anymore. Commonplace models still have the ability to sell, but celebrities can take that selling ability to another level. As stated in an article published by Forbes, many celebrities have cult followings, so “when famous people are seen in advertisements promoting a new product, audiences are prompted to buy that product, either subliminally or directly” (Olenski 2016). Due to their widespread clout, using celebrities to market products can be quite effective in reaching consumers. For instance, if a consumer is scrolling on social media like Instagram and sees his or her favorite celebrity using a certain brand or product, this may influence that user to begin using that same brand or product as well. A person who likes a celebrity presumably holds a certain level of trust in that celebrity, and trusts his or her judgement when it comes to using a specific product or service. Companies can benefit from investing in celebrities to “[juxtapose] brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness... they trust that these qualities will generate desirable campaign outcomes” (Vemuri & Madhav, 2004). Essentially, consumers will associate products with likable celebrities, and therein purchase them.
When browsing on social media – particularly Instagram – users will see a slew of well-known celebrities featuring different brands, products, or services in their posts. Celebrity endorsements for advertising “dates back to the 1760s” (Vemuri & Madhav, 2004), so the concept has existed for a few centuries. Today, some examples of celebrity endorsements include LeBron James and Nike; Justin Bieber and Calvin Klein; Sofia Vergara and Head & Shoulders, etc. It has become almost an expectation to see celebrities in most advertisements - it seems as if utilizing exclusively commonplace models in advertising isn’t the standard norm for companies anymore. Commonplace models still have the ability to sell, but celebrities can take that selling ability to another level. As stated in an article published by Forbes, many celebrities have cult followings, so “when famous people are seen in advertisements promoting a new product, audiences are prompted to buy that product, either subliminally or directly” (Olenski 2016). Due to their widespread clout, using celebrities to market products can be quite effective in reaching consumers. For instance, if a consumer is scrolling on social media like Instagram and sees his or her favorite celebrity using a certain brand or product, this may influence that user to begin using that same brand or product as well. A person who likes a celebrity presumably holds a certain level of trust in that celebrity, and trusts his or her judgement when it comes to using a specific product or service. Companies can benefit from investing in celebrities to “[juxtapose] brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness... they trust that these qualities will generate desirable campaign outcomes” (Vemuri & Madhav, 2004). Essentially, consumers will associate products with likable celebrities, and therein purchase them.
ContributorsOng, Madison Courtney (Author) / Lisjak, Monika (Thesis director) / Gray, Nancy (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
In this world of fading trends, a fear of missing out, and the next best thing, people crave lasting connection and authenticity. Music festivals are multi day musical and social events that have to power to bring people together for a ritualistic experience providing a meaningful awakening for each individual attendee. Peoples identity can be validated in the affirmative social negotiation and a safe environment - just so at a music festival. The ritual that exists at festivals through the actions attendees make all combine into an incomparable experience aiding them in their own personal growth and their connection to others and their surroundings. With the support of survey data on music festivals, the best changes to festival production would be the implementation of more purposeful activities to contribute to the ritual and meaning for attendees, as well as marketing content which showcases the elements of community, art and music, rather than the regular sales pitch. This shift of marketing content would set a positive tone for the given music festival, which is crucial in ensuring attendees arrive with good intentions and have that transformative experience to expand themselves and feel connected.
ContributorsPatterson-Gonzales, Ariel Christine (Author) / Gray, Nancy (Thesis director) / Nowak, Timothy (Committee member) / Dean, W.P. Carey School of Business (Contributor) / School of Molecular Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
As I stare at my closet overflowing with a variety of beloved and colorful garments, I
think about how big of an impact just one of those pieces made in the world before it ended up
in my possession. A tiny spaghetti-strap tank top – bought from my local Goodwill for two dollars, originally purchased at H&M for eight – reminds me that although this square foot of
material might seem minute, it and the thousands of replicas manufactured along with it still
add to the carbon footprint of the fashion industry. Plain and simple – fashion comes at a cost,
whether fashionistas like to be privy to that truth or not. This truth launched an exploration of
my own fashion sense and work to uncover ways to make a difference, birthing ‘K’.
My intention stemmed from my love for clothes, a love rooted in some of my earliest
memories of my mothers’ fashion sense. I found it interesting that for her, and for myself, every
occasion seemed to call for a certain type of dress; occasions like school, church, vacations,
musicals, and nights out on the town to name a few. Not everyone abided by the rules of fashion
that seemed to be so important to me at a young age - no white pants after Labor Day kinds of
things – but, for me, these unspoken rules of dress carried true. Now, as an adult balancing
school, work, and social activity, I like to observe how my peers, coworkers, and friends present
their own sense of style.
After getting a job at a local resale store called Buffalo Exchange, the concept of fast
fashion and the ensuing lack of sustainability fueling it became a concern of interest. Thinking
about the styles of those around me, each completely unique to the wearer but similar in regard
to the individual pieces, struck me that people today are uninformed about the consequences of
their shopping habits. In reality, every consumer partakes in the fashion market in some sense,
meaning that every person feeds into the growing issues associated with fast fashion and similar
business, or join the conversation about sustainable fashion.
Taking my love for resale, a love birthed from ethical sourcing and the giddiness of
finding a good treasure after a big hunt, and partnering my creative skillset for fashion design, I
took on a big project to see for myself what people’s perceptions about resale are and how I
could be a part of the conversation. I began this line thinking about how my unique style always
seems to amass compliments from people liking just how different my items are. I figured that
taking my keen eye for aesthetics and using that to make resale items more desirable, I’d be able
to tap into a market that hardly acknowledges its own existence.
think about how big of an impact just one of those pieces made in the world before it ended up
in my possession. A tiny spaghetti-strap tank top – bought from my local Goodwill for two dollars, originally purchased at H&M for eight – reminds me that although this square foot of
material might seem minute, it and the thousands of replicas manufactured along with it still
add to the carbon footprint of the fashion industry. Plain and simple – fashion comes at a cost,
whether fashionistas like to be privy to that truth or not. This truth launched an exploration of
my own fashion sense and work to uncover ways to make a difference, birthing ‘K’.
My intention stemmed from my love for clothes, a love rooted in some of my earliest
memories of my mothers’ fashion sense. I found it interesting that for her, and for myself, every
occasion seemed to call for a certain type of dress; occasions like school, church, vacations,
musicals, and nights out on the town to name a few. Not everyone abided by the rules of fashion
that seemed to be so important to me at a young age - no white pants after Labor Day kinds of
things – but, for me, these unspoken rules of dress carried true. Now, as an adult balancing
school, work, and social activity, I like to observe how my peers, coworkers, and friends present
their own sense of style.
After getting a job at a local resale store called Buffalo Exchange, the concept of fast
fashion and the ensuing lack of sustainability fueling it became a concern of interest. Thinking
about the styles of those around me, each completely unique to the wearer but similar in regard
to the individual pieces, struck me that people today are uninformed about the consequences of
their shopping habits. In reality, every consumer partakes in the fashion market in some sense,
meaning that every person feeds into the growing issues associated with fast fashion and similar
business, or join the conversation about sustainable fashion.
Taking my love for resale, a love birthed from ethical sourcing and the giddiness of
finding a good treasure after a big hunt, and partnering my creative skillset for fashion design, I
took on a big project to see for myself what people’s perceptions about resale are and how I
could be a part of the conversation. I began this line thinking about how my unique style always
seems to amass compliments from people liking just how different my items are. I figured that
taking my keen eye for aesthetics and using that to make resale items more desirable, I’d be able
to tap into a market that hardly acknowledges its own existence.
ContributorsMickelsen, Karsten Raye (Author) / Gray, Nancy (Thesis director) / Lisjak, Monika (Committee member) / Department of Marketing (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This paper looks at how an update to a brand’s logo can affect consumers. Specifically, how a brand’s logo redesign affects how consumers react to the updated logo itself and how consumers perceive the brand. When companies update their logo, there are a variety of ways in which a consumer might respond, including positively, negatively, or they might feel indifferent about the update. This project focuses on when consumers react negatively to changes in a brand’s identity, mainly the logo. Through secondary research on brand equity, loyalty, and consumer identity, followed with the primary research of a qualitative survey and interview, recommendations were formed in the hopes of guiding brands as they undergo a logo redesign. The qualitative survey looked at how the magnitude of the logo design change and the level of consumer involvement from the brand affected the consumer. Utilizing the brand Adidas, the logo was manipulated to reflect a minor change in design and a significant change in design. Furthermore, respondents were given three scenarios of involvement with either the minor or significant changed logo: involved by asking for their input, given a reason for the redesign, or neither involved nor given a reason. Overall, regardless of the level of involvement from the brand, consumers respond more positively when the change in logo design is minor. Specifically, consumers respond the most positive when they are involved in the redesign process while the change is minor. This research demonstrates that brands may see more positivity from consumers if they make evolutionary changes to their logo. Likewise, brands should recognize how significant a change in logo design is for the brand, and make sure to take their customers thoughts and feelings into consideration. The final components of this paper include an analysis of the research findings and an interpretation of those findings, along with any limitations experienced during this research, a variety of lessons learned from conducting this research, and overall recommendations for brands and for future research directions.
ContributorsMoorman, Jessica Lynne (Author) / Gray, Nancy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Sanford School of Social and Family Dynamics (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Perfection’s Reflection: Influencers on Bodybuilder Behavior is an honors thesis project that provides insight on the impact of influencers and may be a value to those who wish to be influential to competitive bodybuilders. Six current and former competitive bodybuilders explained the impact of influencers in seven key themes: 1.) Body dissatisfaction, 2.) Inspiration, 3.) Imitation, 4.) Motivation, 5.) Skepticism and distrust, 6.) Information, and 7.) Avoidance. These seven key themes were identified throughout three stages of the bodybuilders’ journeys, “The Beginning,” during their early childhood to high school years, “The Middle,” the start of their bodybuilding careers, and “The End,” the present day. It is concluded that influencers may impact competitive bodybuilders differently based on the stage of their journeys and to be influential, one should provide the ideal impact based on bodybuilders’ stage of their journeys.
ContributorsCaldwell, Kiara (Author) / Gray, Nancy (Thesis director) / Aguila, Holly (Committee member) / Department of Marketing (Contributor) / College of Health Solutions (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Logos have strong communicative power. Companies dedicate a considerable amount of time and money to designing their logo because logos have the ability to convey important information about their identity. Color also has strong communicative power, especially as found in packaging. Therefore, this study examines the relationship between black packaging and logo complexity to test whether logo design can change perceptions of color. The study also analyzes millennialist trends in logo design preferences. I designed and tested two logos to determine how complex logos influence consumer perceptions of brand identity differently than simple logos. Next, I collected responses using a Qualtrics survey. Independent samples t tests revealed that companies who use a complex logo are perceived as more expensive and upper-class. Meanwhile, companies who use simple logos are seen as contemporary and sophisticated. Although the t test results were not statistically significant, the qualitative responses were consistent with the t test findings. Despite the initial hypothesis, millennials showed a greater preference for the complex logo than the simple logo. I also found that incorporating natural elements into the design led participants to perceive the brand as sustainable. Natural elements can often be translated into femininity, as participants expected products packaged with a natural logo to target females. These findings were used to create logo design recommendations for cosmetic companies with lower brand equity.
ContributorsJacobs, Miranda Sophie (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / Department of Psychology (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05