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.
In a research group, several designers sought to understand the depth and complexity of this highly politicized issue by interviewing a wide variety of stakeholders, including sustainability experts, landscapers, water company executives, small business owners, reservoir forest rangers, and many more. Data synthesis led to the conclusion that residential water use is a lifestyle issue, and the only real way to conserve involves a significant shift in the collective idea of an “ideal” home—lawns, pools, and overwatered landscaping contribute to 70% of all water use by residences in the Phoenix area. The only real way to conserve involves increasing population density and creating communal green spaces.
DR. DISH is a dishwashing device that is meant to fit into the high-density living spaces that are rapidly being built in the face of the massive exodus of people into the world’s cities. To help busy apartment and condominium dwellers conserve water and time, DR. DISH converts a standard kitchen sink into a small dishwasher, which uses significantly less water than hand-washing dishes or rinsing dishes before putting them into a conventional dishwasher. Using advanced filtration technology and a powerful rinse cycle, a load dishes can be cleaned with about 2 gallons of water. Fully automating the dishwashing process also saves the user time and minimizes unpleasant contact with food residue and grease.
This device is meant to have a significant impact upon the water use of households that do not have a dishwasher, or simply do not use their dishwasher. With a low target price point and myriad convenient features, DR. DISH is a high-tech solution that promises water savings at a time when every effort toward conservation is absolutely critical. As we move toward a new era in determining water rights and imposing mandatory restrictions upon each and every person living in affected areas, creating conservation solutions that will be relevant for the lifestyles of the future is especially important, and the agility of designers in coming up with products that quickly cut consumer water consumption will be a key factor in determining whether humanity will be able to adapt to a new era in our relationship with natural resources.
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.