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 65
Description
This research covers the landscape of influencer marketing and combines it with the knowledge of 11 content creators and one social media specialist, ultimately producing an actionable handbook. Participants were asked questions that were intended to discover key strategies, level of difficulty, and overall insight into the content creator world. Best practices and key findings are identified in the research paper, and outlined into four parts in the handbook. The handbook serves as a compilation framework derived from my primary and secondary sources designed to provide anyone interested in becoming a content creator or social media influencer on steps they may take given what their predecessors have done to successfully launch their careers in the space.
ContributorsEsparza, Alexa (Author) / Giles, Charles (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
A look at COVID-19 as a disease and how it affected the United States and Arizona in 2020. An analysis of decisions by surrounding states and health and government officials is used to comprise a return to play plan for Arizona high school athletics.
ContributorsHite, Mackenzie Elizabeth (Author) / McIntosh, Daniel (Thesis director) / Lee, Christopher (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
This project looked at how certain factors impacted how likely consumers were to buy tickets to NCAA Division I FBS Football games, otherwise known as FBS Football games. It first analyzed prior research into sports ticket sales to identify factors that generally impact ticket sales for sports in general that could be feasibly analyzed using a sample of college students. From this, four factors were chosen to be analyzed. These factors were fan loyalty, price sensitivity, opposing team quality, and home team quality. After collecting data from intro level marketing students and performing a statistical analysis of the data, it was concluded that all four factors impacted the likelihood of an individual buying a ticket to an FBS Football game.
ContributorsMoon, Hunter Anthony (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
A look at COVID-19 as a disease and how it affected the United States and Arizona in 2020. An analysis of decisions by surrounding states and health and government officials is used to comprise a return to play plan for Arizona high school athletics.
ContributorsHite, Mackenzie Elizabeth (Author) / McIntosh, Daniel (Thesis director) / Lee, Christopher (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
This study aims to produce efficient and effective group writing workshops for students within the Barrett Honors College at Arizona State University. To balance two opposing theories in writing center pedagogy - the direct instruction theory and the student-led/ collaborative theory - this study also aims to determine whether a balanced combination of these approaches in writing workshops will increase student confidence in their writing abilities. Several writing workshops were held over Zoom utilizing a combination of direct teaching methods and collaborative techniques. Students were then surveyed to determine whether they found the workshops helpful, learned new skills, and/or grew more confident in their abilities. The student responses proved the hypothesis that a combined approach leads to an increase in student confidence.
ContributorsGuido, Julia (Author) / Graff, Sarah (Thesis director) / Popova, Laura (Committee member) / School of International Letters and Cultures (Contributor) / School of Molecular Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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
As a Marketing and Business Data Analytics student, it has become increasingly apparent through coursework and professional experiences that the landscape of e-commerce and data-driven marketing is changing. Many companies flounder and are barely keeping up with the fast-developing world of e-commerce, while others are thriving and becoming “E-Commerce Giants”. What do they do that make them successful?
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
ContributorsSirois, Natalie Rose (Author) / Giles, Charles (Thesis director) / Fette, Donald (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Advertisements for financial instruments such as car loans, title loans, and rental agreements create the complex problem of presenting substantial loan agreement terms while also keeping an advertisement light and inviting. There are two main types of rules concerning how these advertisers can promote their products: regulation and guidance. Regulation is the official set of laws governing what can or must be said in an advertisement. Guidance is official suggestions for proper advertising practices that are not tied to written laws. The Consumer Financial Protection Bureau (CFPB) controls regulation for the required disclosure in these advertisements and requires all material loan terms to be stated “clearly and conspicuously; however, advertisers still put important loan information in hard to see the fine print, making it difficult for the consumer to understand the advertisement. The Federal Trade Commission (FTC) is in charge of creating guidance, enforcing advertising regulation and preventing advertisements from becoming deceptive, but, due to the ambiguous nature of disclosure formatting requirements, many transgressions go uninhibited.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
Advertisements for financial instruments such as car loans, title loans, and rental agreements create the complex problem of presenting substantial loan agreement terms while also keeping an advertisement light and inviting. There are two main types of rules concerning how these advertisers can promote their products: regulation and guidance. Regulation is the official set of laws governing what can or must be said in an advertisement. Guidance is official suggestions of proper advertising practices that is not tied to written laws. The Consumer Financial Protection Bureau (CFPB) controls regulation for the required disclosure in these advertisements and requires all material loan terms to be stated “clearly and conspicuously; however, advertisers still put important loan information in hard to see fine print, making it difficult for the consumer to understand the advertisement. The Federal Trade Commission (FTC) is in charge of creating guidance, enforcing advertising regulation and preventing advertisements from becoming deceptive, but, due to the ambiguous nature of disclosure formatting requirements, many transgressions go uninhibited.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
The results show that the average consumer does not have a complete understanding of financial instruments in the context of these advertisements. These results also demonstrated that consumers are not completely comprehending the information provided to them by these advertisements. We found that in some cases, it was the way that information was provided to the consumer that was causing them to have misconceptions about the information presented. We concluded that there were enough respondents that did not correctly interpret these advertisements to support that there is some misleading and deception by these advertisements despite the lack of context by the FTC. As such, we suggest that current federal guidance be made into official regulation to further prevent these transgressions and further attempts be made to locate and prevent deceptive advertisements.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
Advertisements for financial instruments such as car loans, title loans, and rental agreements create the complex problem of presenting substantial loan agreement terms while also keeping an advertisement light and inviting. There are two main types of rules concerning how these advertisers can promote their products: regulation and guidance. Regulation is the official set of laws governing what can or must be said in an advertisement. Guidance is official suggestions of proper advertising practices that is not tied to written laws. The Consumer Financial Protection Bureau (CFPB) controls regulation for the required disclosure in these advertisements and requires all material loan terms to be stated “clearly and conspicuously; however, advertisers still put important loan information in hard to see fine print, making it difficult for the consumer to understand the advertisement. The Federal Trade Commission (FTC) is in charge of creating guidance, enforcing advertising regulation and preventing advertisements from becoming deceptive, but, due to the ambiguous nature of disclosure formatting requirements, many transgressions go uninhibited.
We conducted a survey to test consumer's perception and understanding of advertisements promoting financial instruments to see if advertisements that have run without contest from the Federal Trade Commission still have the ability to be deceptive or lack disclosure. We provided a variety of advertisements for markets such as automobiles and rent-to-own businesses. Each one of these advertisements dealt with a different financial instrument so that we could accurately test the knowledge of respondents. We collected 95 complete responses and 23 partial responses from our distribution of this survey.
The results show that the average consumer does not have a complete understanding of financial instruments in the context of these advertisements. These results also demonstrated that consumers are not completely comprehending the information provided to them by these advertisements. We found that in some cases, it was the way that information was provided to the consumer that was causing them to have misconceptions about the information presented. We concluded that there were enough respondents that did not correctly interpret these advertisements to support that there is some misleading and deception by these advertisements despite the lack of context by the FTC. As such, we suggest that current federal guidance be made into official regulation to further prevent these transgressions and further attempts be made to locate and prevent deceptive advertisements.
ContributorsYee, Thorin Cole (Co-author) / Heathcotte, Emily (Co-author) / Giles, Charles (Thesis director) / deLusé, Stephanie (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Basketball is considered one of the most progressive and innovative sports in the world. As such, the NCAA, NBA, and G League are constantly searching for ways to increase their global reach and increase their viewership. With the telecommunications industry seeing a decrease in overall customers who pay for monthly or yearly cable services, the sports industry is feeling pressure to keep viewers in a culture where “cutting the chord” is becoming a trend. However, the sports industry is one field that continues to drive viewership through their live cable broadcasts each year. All three leagues, which represent the college level, the minor league level, and the professional level, look to differentiate their broadcasts in the marketplace and experiment with different elements to attract new viewers and engage existing viewers. In the past, leagues and networks have experimented with streaming services, camera angles, mic’d up players and coaches, and augmented reality to demonstrate offensive and defensive sets. While both the college level and professional level have had limited issues in developing a loyal broadcast audience and attracting new viewers, the minor league (commonly known as the G League) has faced more challenges to grow. The problems the G League face with building their digital audience include competing seasons with both College Basketball and the NBA, disparaging perceptions that the games and players are not as interesting to watch, limited and expensive cable broadcast availability, and lack of fan affinity. Although these are challenges that the G League faces, the upcoming league has experienced success with year-over-year growth since its birth in 2001. Each year, the G League has increased the number of games broadcasted on traditional cable networks, and as a result, increased viewership. The blossoming league has a lot of potential, especially now that players can enter the G League directly out of high school, so capitalizing on opportunities to not only differentiate itself amongst other minor leagues, but also amongst other basketball leagues will be imperative to increase its fan base.
The purpose of this research is three-fold: to understand how people consume sports broadcasts, what levels of basketball they watch most frequently, and what elements of a sports broadcast they prefer or wish to implement. Aside from understanding consumption behaviors, this research further explores specifically how the G League can increase viewership, whether it’s experimenting with rule changes, implementing new broadcast elements, or creating off-court content that develops interest and affinity for players in the league. What the data and statistical tests concluded was that people who were classified as ‘G League Fans’ are generally fans of all levels of basketball, but that people who were classified as ‘College Basketball Fans’ or ‘NBA Fans’ were not necessarily fans of the G League. Based on this finding, the thesis provides recommendations for how the G League can increase viewership amongst basketball fans, as this will be its most receptive and impressionable group. For those unfamiliar with what the G League is, the thesis also provides a brief history and who the players are that make up the league.
The purpose of this research is three-fold: to understand how people consume sports broadcasts, what levels of basketball they watch most frequently, and what elements of a sports broadcast they prefer or wish to implement. Aside from understanding consumption behaviors, this research further explores specifically how the G League can increase viewership, whether it’s experimenting with rule changes, implementing new broadcast elements, or creating off-court content that develops interest and affinity for players in the league. What the data and statistical tests concluded was that people who were classified as ‘G League Fans’ are generally fans of all levels of basketball, but that people who were classified as ‘College Basketball Fans’ or ‘NBA Fans’ were not necessarily fans of the G League. Based on this finding, the thesis provides recommendations for how the G League can increase viewership amongst basketball fans, as this will be its most receptive and impressionable group. For those unfamiliar with what the G League is, the thesis also provides a brief history and who the players are that make up the league.
ContributorsWhisler, Melanie Joy (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Major League Baseball (MLB) is home to the oldest sports fans out of the top major sports with 50% of their viewers 55 or older (Paul, 2017). To try and reverse this trend, the MLB has been experimenting with advanced technology to create various ticket programs that appeal to younger people; one of them being the Summer Pass. The pass has allowed casual and die-hard fan groups to purchase a monthly/season long subscription to attend as many home games for one flat rate. While current fans praise the concept of the Summer Pass, teams need to find a way to expand their fan base by influencing young, non-sport fans to start showing up to games. It is imperative for teams to expand their fan base by converting non-fans to fans, especially to a younger generation because of the customer lifetime value (CLV) they can bring to the team. According to Qualtrics, CLV is a measurement of how valuable a customer is to your company with an unlimited time span as opposed to just the first purchase (Qualtrics, 2019). Converting non-fans to fans at a younger age will improve the fan base by maintaining a stream of loyal fans. The Arizona Diamondbacks are fortunate enough to play in a city next to one of the largest college’s in the nation. Unfortunately, college students attending Arizona State University aren’t baseball fans. The Student Pass could be a cheap, efficient way to influence college students to attend Diamondbacks games in their free time.
To see what will influence people who aren’t fans of the Arizona Diamondbacks to start attending games, data was collected from students attending Arizona State University and they were categorized into different clusters based on their fan status. These clusters were analyzed based on the different levels of fandom each student identified as. The analysis found that students who aren’t sports fans are disinterested in purchasing the Student Pass to attend Diamondbacks games. Including Student Pass bundles with either a t-shirt, food credit voucher, or collectible/bobblehead will not influence their decision to attend Arizona Diamondbacks games. Implications of this study provide the next possible steps for the Arizona Diamondbacks and other MLB teams to use alternative measures that could potentially influence non-fans to attend games in hopes of them becoming a fan.
With hopes of increasing attendance rates through college students, a survey was created to target students at Arizona State University to determine how aware students are of the D-Backs Student Pass; and to offer a solution of how to increase attendance by penetrating Generation Z. The results from this study are intended to identify the different fan types at Arizona State University. A summary of key findings says:
1. Including ticket bundles as options for the Student Pass will not influence non-sports or Diamondbacks fans to attend games
2. Diehard Devin are willing to spend more on ticket bundles than the other fan groups that attend Diamondbacks games
3. The most popular ticket option is a $2 ticket to a Friday game
To see what will influence people who aren’t fans of the Arizona Diamondbacks to start attending games, data was collected from students attending Arizona State University and they were categorized into different clusters based on their fan status. These clusters were analyzed based on the different levels of fandom each student identified as. The analysis found that students who aren’t sports fans are disinterested in purchasing the Student Pass to attend Diamondbacks games. Including Student Pass bundles with either a t-shirt, food credit voucher, or collectible/bobblehead will not influence their decision to attend Arizona Diamondbacks games. Implications of this study provide the next possible steps for the Arizona Diamondbacks and other MLB teams to use alternative measures that could potentially influence non-fans to attend games in hopes of them becoming a fan.
With hopes of increasing attendance rates through college students, a survey was created to target students at Arizona State University to determine how aware students are of the D-Backs Student Pass; and to offer a solution of how to increase attendance by penetrating Generation Z. The results from this study are intended to identify the different fan types at Arizona State University. A summary of key findings says:
1. Including ticket bundles as options for the Student Pass will not influence non-sports or Diamondbacks fans to attend games
2. Diehard Devin are willing to spend more on ticket bundles than the other fan groups that attend Diamondbacks games
3. The most popular ticket option is a $2 ticket to a Friday game
ContributorsBurton, Amani (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2019-05