Theses and dissertations

This collection includes both ASU Theses and Dissertations, submitted by graduate students, and the Barrett, Honors College theses submitted by undergraduate students. 

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Consumer Behavior in the Second-Hand Clothing Industry

Description

Valued as a $28 billion industry in 2021, the second-hand clothing industry, or thrifting industry, has been exploding (2020 Fashion Resale Market and Trend Report, 2020). This has been aided by a myriad of technological advancements, social movements, and economic factors. The goal of this thesis is to uncover consumer…

Valued as a $28 billion industry in 2021, the second-hand clothing industry, or thrifting industry, has been exploding (2020 Fashion Resale Market and Trend Report, 2020). This has been aided by a myriad of technological advancements, social movements, and economic factors. The goal of this thesis is to uncover consumer behaviors leading to this growth across behavioral, emotional, perceptual, and belief factors. Additionally, this thesis aims to provide strategic implications for marketing professionals, create recommendations for brands to successfully enter this industry and target consumers. In this study, a Qualtrics survey was distributed to students at Arizona State University. The results were analyzed through Microsoft Excel. The results showed that in order to be successful in this industry, brands should: emphasize sustainability in marketing, increase brand awareness, highlight feelings of pride in products, uniqueness, and affordability, mitigate feelings of poverty, low quality, and lack of variety, understand the perceptual differences in shopping versus thrifting, and take advantage of branded fashion.
ContributorsRoach, Brianna (Author) / Eaton, John (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05

BR Thesis Defense.pdf

ContributorsRoach, Brianna (Author) / Eaton, John (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05

BR Thesis Final Draft.pdf

Description
Valued as a $28 billion industry in 2021, the second-hand clothing industry, or thrifting industry, has been exploding (2020 Fashion Resale Market and Trend Report, 2020). This has been aided by a myriad of technological advancements, social movements, and economic factors. The goal of this thesis is to uncover consumer…

Valued as a $28 billion industry in 2021, the second-hand clothing industry, or thrifting industry, has been exploding (2020 Fashion Resale Market and Trend Report, 2020). This has been aided by a myriad of technological advancements, social movements, and economic factors. The goal of this thesis is to uncover consumer behaviors leading to this growth across behavioral, emotional, perceptual, and belief factors. Additionally, this thesis aims to provide strategic implications for marketing professionals, create recommendations for brands to successfully enter this industry and target consumers. In this study, a Qualtrics survey was distributed to students at Arizona State University. The results were analyzed through Microsoft Excel. The results showed that in order to be successful in this industry, brands should: emphasize sustainability in marketing, increase brand awareness, highlight feelings of pride in products, uniqueness, and affordability, mitigate feelings of poverty, low quality, and lack of variety, understand the perceptual differences in shopping versus thrifting, and take advantage of branded fashion.
ContributorsRoach, Brianna (Author) / Eaton, John (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05
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Effects of Phonotactic Probability during Early Novel Word Recognition

Description
The goal of this study was to examine whether there is any effect of phonotactic probability during the early phases of novel word recognition. In order to determine this, I performed two experiments. In Experiment 1, 33 adult monolingual English speakers learned 24 novel word-object pairings, half of which were…

The goal of this study was to examine whether there is any effect of phonotactic probability during the early phases of novel word recognition. In order to determine this, I performed two experiments. In Experiment 1, 33 adult monolingual English speakers learned 24 novel word-object pairings, half of which were high English phonotactic probability words and the other half were low English phonotactic probability words. I additionally included three conditions that varied the amount of exposures to each novel word-object pairing (i.e. One Exposure Condition, Two Exposures Conditions, and Five Exposures Condition). Experiment 2 was designed to clarify results found in Experiment 1, with improved randomization and fewer conditions (i.e. One Exposure Condition and Five Exposures Condition). The findings from both experiments were statistically significant in accuracy for Training condition, but not statistically significant for phonotactic probability nor for an interaction between phonotactic probability and Training condition. Although participants demonstrated learning across conditions there is no indication of a relationship between high and low phonotactic probability and novel word recognition. Collectively, these findings suggest that future studies will be necessary to determine if there is indeed an effect of phonotactic probability on early novel word recognition.
ContributorsQuinones, Sara Cristina (Co-author) / Quiñones, Sara (Co-author) / Benitez, Viridiana (Thesis director) / Tecedor Cabrero, Marta (Committee member) / Davis, Mary (Committee member) / Department of Psychology (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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The Importance of Brand Meaningfulness: An Analysis of the American Girl Brand

Description
Today’s consumers desire brands that are purpose-driven, stand for something bigger than the products they sell, and leave a lasting impact on their customers and community. Using this idea of brand meaningfulness as part of the larger concept of brand purpose, “The Importance of Brand Meaningfulness: An Analysis of the…

Today’s consumers desire brands that are purpose-driven, stand for something bigger than the products they sell, and leave a lasting impact on their customers and community. Using this idea of brand meaningfulness as part of the larger concept of brand purpose, “The Importance of Brand Meaningfulness: An Analysis of the American Girl Brand” questions whether a brand perceived as meaningful to consumers is actually a meaningful brand and identifies what it should be doing to become a meaningful brand. This thesis analyzes the concept and effectiveness of brand meaningfulness through an analysis of the American Girl brand, a brand that is personally meaningful to the thesis author, among many other consumers. Using data from over 200 survey respondents and 7 interpersonal interviews, an observational analysis, and insight from personal experiences working for the brand, this thesis provides recommendations to increase brand meaningfulness, complete with visual prototypes.
ContributorsAleksa, Katelyn (Author) / Gray, Nancy (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05