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The Development of Marketing with Respect to Retro-Acculturation

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With the United States' diverse group of people, diverse set of beliefs and diverse cultural backgrounds, it’s no wonder that over the last few decades there has been a 51 percent increase in second-generation Americans in the United States (Child

With the United States' diverse group of people, diverse set of beliefs and diverse cultural backgrounds, it’s no wonder that over the last few decades there has been a 51 percent increase in second-generation Americans in the United States (Child Trends, 2018). Though each of these second- and third-generation Americans experience life in the U.S. vastly different, the common steps of self-identity, acculturation and assimilation persist. However, what is often missed with this seemingly linear process is the delineating step: retro acculturation. Their sense of disconnect sparks a feeling of blurred identity, introducing the phenomenon of retro- acculturation, or an individual’s conscious efforts to connect to their heritage in new ways. Understanding the “why” behind this revelation is essential in understanding the “how”- or the actions taken by the individual to connect with their withdrawn culture. A deeper understanding of retro-acculturation and its processes is essential to leveraging a successful marketing effort in order to reach this demographic. As this population steadily reaches a larger population and quickly gains consumer buying power, it is important to be taking note of new and innovative ways of making lasting impressions on this demographic. This study focuses on exploring and discovering why individuals experience retro-acculturation and their triggers, as well as what approaches they use to connect to their heritage culture. Additionally, the insights gained were leveraged to provide recommendations as to how business can more effectively market to reach this demographic.

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2020-05

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Automation in a Progressive Economy: The Race between Humans and Technology

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For as long as humans have been working, they have been looking for ways to get that work done better, faster, and more efficient. Over the course of human history, mankind has created innumerable spectacular inventions, all with the goal

For as long as humans have been working, they have been looking for ways to get that work done better, faster, and more efficient. Over the course of human history, mankind has created innumerable spectacular inventions, all with the goal of making the economy and daily life more efficient. Today, innovations and technological advancements are happening at a pace like never seen before, and technology like automation and artificial intelligence are poised to once again fundamentally alter the way people live and work in society. Whether society is prepared or not, robots are coming to replace human labor, and they are coming fast. In many areas artificial intelligence has disrupted entire industries of the economy. As people continue to make advancements in artificial intelligence, more industries will be disturbed, more jobs will be lost, and entirely new industries and professions will be created in their wake. The future of the economy and society will be determined by how humans adapt to the rapid innovations that are taking place every single day. In this paper I will examine the extent to which automation will take the place of human labor in the future, project the potential effect of automation to future unemployment, and what individuals and society will need to do to adapt to keep pace with rapidly advancing technology. I will also look at the history of automation in the economy. For centuries humans have been advancing technology to make their everyday work more productive and efficient, and for centuries this has forced humans to adapt to the modern technology through things like training and education. The thesis will additionally examine the ways in which the U.S. education system will have to adapt to meet the demands of the advancing economy, and how job retraining programs must be modernized to prepare workers for the changing economy.

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Date Created
2018-05

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Proposal for a New Course: French for Spanish Speakers

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This paper seeks to propose a new accelerated French course within the School of International Letters and Cultures at Arizona State University for students who are previously fluent in Spanish. French and Spanish are both Romance languages and exhibit many

This paper seeks to propose a new accelerated French course within the School of International Letters and Cultures at Arizona State University for students who are previously fluent in Spanish. French and Spanish are both Romance languages and exhibit many lexical and structural similarities. Students learning French with a Spanish background would be able to draw on prior knowledge to learn their target language faster and with fewer credits. This paper serves as a preliminary proposal offering background research on third language acquisition as well as the rationale for the course. French for Spanish speakers would present numerous benefits to both students and the university. Students would gain access to increased fast-paced French learning, which can offer career opportunities and cognitive benefits later in life. Furthermore, the School of International Letters and Cultures would be able to use this innovative course to draw students into French programs. Research was conducted regarding the current environment of language courses offered at Arizona State University to show how this new course would fit in. Additionally, the two existing cases of French for Spanish speakers courses offered in the United States were considered in creating this proposal. Also included in the paper are the following specific course suggestions: a textbook to be used in a flipped classroom setting, pre-requisite courses, as well as proficiency expectations for the end of one semester taken from the American Council on the Teaching of Foreign Languages. If implemented, Arizona State would become the third university in the country to offer this innovative course, which could be highly successful.

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Created

Date Created
2019-05

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Ocupado/a: A Comparison of Perceptions and Marketing Appeals in Spain and the US

Description

International marketing involves a tricky balance between appealing to foreign cultural values while still creating an authentic message, without using stereotypes or relying on complex cultural notions that might be misunderstood. American and Spanish cultures have famously different paces of

International marketing involves a tricky balance between appealing to foreign cultural values while still creating an authentic message, without using stereotypes or relying on complex cultural notions that might be misunderstood. American and Spanish cultures have famously different paces of life: Americans are thought to value busyness, while Spaniards are thought to prefer leisure time. We conduct two studies to determine to what extent these values hold true among Spanish and American students, and whether these values impact students’ perceptions of marketing messages. The results suggest that the hypothesized values of busyness and leisure time are true, but appealing to these deep and complicated values through marketing does not always work. Globalization is causing consumer preferences around the world to converge, and attempting to apply specific cultural values to new global products in marketing communications can easily backfire. We recommend that instead of attempting to appeal to the cultural values of each international audience, advertisers should consider a more standardized approach by positioning new products similarly across the globe, especially to younger consumers.

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Date Created
2019-05

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Personalizing the In-Store Shopping Experience

Description

In this paper, I have designed a business model for a new type of fashion retail
store. This store will perfect the personal styling experience by utilizing customer and
apparel data to make individualized apparel recommendations. The format of this

In this paper, I have designed a business model for a new type of fashion retail
store. This store will perfect the personal styling experience by utilizing customer and
apparel data to make individualized apparel recommendations. The format of this store
will heavily reduce the amount of search time for customers by only showing clothing
pieces that each person is likely to purchase, based on predictive analytics. In order to
plan this business model and determine whether a company of this style could be
successful, this paper includes research on the current environment of the fashion
industry, the company’s potential target market segmentation, and tactics for developing
the best customer offering.

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Created

Date Created
2020-05

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Redefining the Learning Experience: A New Curriculum and Academic Environment for Children Ages 11-13

Description

This project has the intent of redefining the learning experience of children ages 11-13 through student-centered design that of provides a beneficial environment for emotional, social, and physical health in which students can become more independent in both accountability of

This project has the intent of redefining the learning experience of children ages 11-13 through student-centered design that of provides a beneficial environment for emotional, social, and physical health in which students can become more independent in both accountability of actions and in their thinking to see the larger picture and real-world application of each topic they learn and to foster thinking at a global scale. This is to be completed through the focus on the cognitive development and physical needs of the children at this age, a combination of the pedagogical models of inquiry-based, project-based, and community-based learning, connection to resources, implementation of design completed with understanding and testing of learning and working collaborative spaces, emphasizing the biophilic experience.

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Created

Date Created
2017-05

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Differences in Student-Perceived Anxiety and Attention Levels Between Italian Language and Non-Language College Courses

Description

The levels of student-perceived anxiety and attention in the Italian language classroom were evaluated. The central evaluation focused on the differences between how students experience anxiety and attention between Italian language and non-language courses. First-year Italian language students were surveyed

The levels of student-perceived anxiety and attention in the Italian language classroom were evaluated. The central evaluation focused on the differences between how students experience anxiety and attention between Italian language and non-language courses. First-year Italian language students were surveyed using a self-report measure to identify individual levels of anxiety and attention during Elementary Italian I (ITA 101) courses compared to their experiences in non-language 100-level courses. A total of 65 responses were collected from the ITA 101 students of four different professors at Arizona State University. It was hypothesized that students experience more anxiety and pay greater attention during language courses in comparison to non-language courses. However, the differences between how students experienced both attention and anxiety across language and non-language course types was not significant. Using the demographic and supplementary questions from the survey, the differing experiences of students with or without previous language experience were examined. The results suggest a significant relationship between students with language experience and how they experience attention in Italian language courses. Additionally, statistical analysis suggests that students experience anxiety differently in Italian language courses dependent on previous second language experience. Implications for language course prerequisites were identified and suggest that it is beneficial for students to have prior second language experience before enrolling in Italian courses. Suggestions for future research were made, including a suggestion for additional research to explore how anxiety and attention may differ in higher-level language courses in addition to a suggestion for creating a more reliable and valid survey for testing classroom anxiety and attention levels.

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Date Created
2018-05

De aquí, de allá, de las dos: Three Women's Language Learning Journeys from Mexico to Arizona

Description

The purpose of this study is to document and analyze three women's English language learning journeys after moving from various parts of Mexico to Phoenix, Arizona. The study explores the effects of English as a Second Language (ESL) education on

The purpose of this study is to document and analyze three women's English language learning journeys after moving from various parts of Mexico to Phoenix, Arizona. The study explores the effects of English as a Second Language (ESL) education on the social and cultural development of Mexican women students at Friendly House, whose mission is to "Empower Arizona communities through education and human services". The literature review section explores such topics as the complications and history of Mexican immigration to Phoenix and of state-funded ESL education in Phoenix. The consequent research study will entail a pair of interviews with the three beginner ESL students about their lives in Mexico compared to their lives in Phoenix, with a specific focus on aspects of their language acquisition and cultural adjustment to life in Arizona. Photos of and by the consultants add to their stories and lead to a discussion about the implications of their experiences for ESL teachers. By documenting the consultants' experiences, this study finds many gaps in ESL education in Phoenix. Suggestions about how ESL programs and teaching methods can be modified to fit student's needs form the basis for the conclusions.

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Date Created
2018-05

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Virtual Reality Drum Training System

Description

Can a skill taught in a virtual environment be utilized in the physical world? This idea is explored by creating a Virtual Reality game for the HTC Vive to teach users how to play the drums. The game focuses on

Can a skill taught in a virtual environment be utilized in the physical world? This idea is explored by creating a Virtual Reality game for the HTC Vive to teach users how to play the drums. The game focuses on developing the user's muscle memory, improving the user's ability to play music as they hear it in their head, and refining the user's sense of rhythm. Several different features were included to achieve this such as a score, different levels, a demo feature, and a metronome. The game was tested for its ability to teach and for its overall enjoyability by using a small sample group. Most participants of the sample group noted that they felt as if their sense of rhythm and drumming skill level would improve by playing the game. Through the findings of this project, it can be concluded that while it should not be considered as a complete replacement for traditional instruction, a virtual environment can be successfully used as a learning aid and practicing tool.

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Date Created
2017-12

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Escape Rooms: Learning by Doing

Description

The experiences of 14 groups of 2-8 players in a local escape room were observed through the lens of small-group teamwork and goal-based communication. Their interactions were used to explore how escape rooms could be used as a tool to

The experiences of 14 groups of 2-8 players in a local escape room were observed through the lens of small-group teamwork and goal-based communication. Their interactions were used to explore how escape rooms could be used as a tool to improve the retention of knowledge using experiential learning and to develop substantial interpersonal relationships between teams of strangers. These observations were used to develop an ASU-themed escape room for educating prospective students about ASU's culture and campus with a focus on total inclusion and enthusiastic participation.

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Date Created
2018-05