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- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
ASU's international student population has been growing exponentially in the last few years. Specifically, the fastest growing group has been international students from China. However, many of these students are arriving with inaccurate expectations of life at an American university. Furthermore, prospective students in China that have a desire to attend school in the U.S. are struggling to find a university that is affordable and respected. There is a huge opportunity for ASU to reach this market of students and increase their enrollment of international Chinese students. Our project aimed to create advertisements of ASU that target international Chinese students and their parents. The purpose of our project is to provide inspiration that ASU can utilize to create a professional marketing campaign to target this population of potential students.
ContributorsKagiyama, Kristen (Co-author) / Le, Alethea (Co-author) / Chien, Hsui Fen (Thesis director) / Chau, Angie (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This study was designed to discover any relationship between waiting and purchasing impulse goods. I distributed a survey with three conditions: a control with no wait, a wait with information explaining the wait, and a wait with no information. After the wait, participants saw a group of impulse goods and indicated how much they were willing to spend for each item, and how much they desired to buy each item. Results showed that participants in the treatment condition with information for the wait desired the impulse goods the least, and were willing to spend the least to purchase them. However, there was no significant difference between the participants given no information explaining the wait, and the control group in either desire or the price they were willing to pay. This is possibly explained by the apology in the message read by participants in the condition with information. They felt more valued and were less likely to feel the need to spend money on impulse goods that are often purchased to make the participant feel better about their wait.
ContributorsThornton, Tiffany Lynn (Author) / Mandel, Naomi (Thesis director) / Lisjak, Monika (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Fringe: Abstract Fringe is a feature length screenplay and a work of original science fiction. The story takes place in the future, on a planet far from Earth but it is told from the human perspective and is meant to draw into question many issues present in society today: prejudice, hatred, multiculturalism, war, and social division. The screenplay seeks to pose an allegorical relationship between the humanity living on the planet, and the enemies they face, and the present day conflict between America and the Middle East or ISIS. The story follows Miles as he is forced to ally with his sworn enemy, the Lue, and learn to fight together to save his world from destruction. Miles begins the film bitter, resentful, and filled with prejudice towards his foes, much like a majority of Americans today. Instead of focussing on that conflict though, my story unites these two bitter enemies and asks them to put aside their violent and hateful pasts to fight a new, more powerful foe together. As the events unfold my characters learn that their enemies can be just like them and that they have something valuable to offer their world. My screenplay is about finding commonality with the enemy, on both sides of a conflict. By the end of my tale, Miles learns that there is good to be found in the world, even in his sworn enemies, if he looks close enough. It may seem like an archetypal plot on the surface but I worked hard to create a world that has not been seen in film before, an original science fiction universe that can bring these issues into the light and entertain an audience while doing so. I feel that my screenplay does just that, offering entertainment with and edge of social commentary, and stays true to the science fiction form.
ContributorsTrcic, Colton Walker (Author) / Maday, Gregory (Thesis director) / Bernstein, Gregory (Committee member) / WPC Graduate Programs (Contributor) / W. P. Carey School of Business (Contributor) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The automotive industry is a staple of the U.S. economy, an international job generator and a leader in research and innovation. Cars have symbolized freedom and independence for generations. But to Millennials, they represent additional payments and crowded parking lots. Millennials are the largest generational cohort and wield considerable buying power. This thesis used case studies and elite interviews to examine Millennials' buying habits and how automotive marketers can reach this audience. The project found that life events, such as moving into the suburbs or having a family, are what motivate Millennials to buy cars. When they do purchase vehicles, Millennials strive to balance the need for practicality with the desire to purchase aspirational brands. Automakers that support Millennials during their consumer research and position their cars as a supplement to the Millennial lifestyle tend to resonate with the generation.
ContributorsSitter, Katherine Faith (Author) / Barrett, Marianne (Thesis director) / Edsall, Larry (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Women dominate in terms of purchasing power and spending. They hold 60 percent of all US personal income, and those aged 50 years or older have a combined net worth of approximately $19 trillion. Of this group, women between 50 and 70 years old, in particular, are the biggest spenders (Barmann, 2014). More important than their spending power, however, is how satisfied (or dissatisfied) they are with their current purchases. Though women make 85 percent of all consumer purchases, 91 percent of women say, "...advertisers don't understand them," (Barmann, 2014). This makes sense, considering that 50 percent of the products marketed to men are actually purchased by women (Barmann, 2014). Successfully targeting women, especially Baby Boomers (women between 52 and 70 years old), would be a lucrative endeavor, and to better understand the unmet needs of that demographic, exploratory research was needed. In-depth interviews of Baby Boomer women reveals a problem that \u2014 even on a macro level \u2014 has gone unresolved, and has perhaps worsened, throughout written history: the Generation Gap (Bengtson, 1970). To illustrate the depth of the problem, there exist starkly different impressions of younger generations, namely Millennials (born between 1980 and 1995). According to The New Generation Gap by Neil Howe and William Strauss (1992), Baby Boomers view Millennials as unintelligent, entitled "pleasure beasts." In Millennials Rising, also by Howe and Strauss (2000), Millennials are characterized as a generation that is, "...beginning to manifest a wide array of positive social habits that older Americans no longer associate with youth, including a new focus on teamwork, achievement, modesty, and good conduct." These contradictory opinions further support the substantial misunderstanding between generations that surfaced during in-depth interviews. Using the results of in-depth interviews and follow-up questions for idea validation, this thesis presents a potential method for "closing the gap." The goal of this business offering is not to homogenize older and younger generations of women; the goal is to cultivate empathy and connection \u2014 Intergenerational Cohesion \u2014 between them.
ContributorsSeefus, Cole Hawk Gillette (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / Department of Management (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
My thesis will revolve around the ideology and sociology of the sneaker brand and in particular, basketball sneakers. The mega sneaker superpower Nike and underdog Under Armour have shoes they want to sell and consumers they want to buy them. I will discuss how the advertisements are used and implanted by both Nike and Under Armour. The two points of reference from each company will be LeBron James, Nike, and Stephen Curry, Under Armour. Both basketball players have signature shoes and undoubted the NBA's most relevant players this past season. The two players just so happened to face off against each other int eh NBA finals, which enhanced the marketing potential for both companies. Thus, the advertisements for these and their shoes would have been at its peak trying to sway consumers to either side. Nike and Under Armour both ploy attempts in creating marketing material to attract their consumer base. The thesis will look at why sneakers have become a social trend and high commodity. I will look at how pop culture and psychological diseases play a role in the consumers' choice to purchase either shoe. The work as a whole will attempt to bring forth some revitalizing information on today's sneaker culture. Research was limited, however with the information to conduct this thesis, the thesis should spark interest in new research related fields. Thus, bring forth a new renaissance in today's culture: Sneaker Life.
ContributorsMitchell, Devon (Author) / Barrett, The Honors College (Contributor)
Created2017-05
Description
"The Reality of Imagination" is short animated film about a young girl name Isabel who, with her sketchbook and box of crayons, demonstrates the power of imagination through her drawings. From her own bedroom, her simple sketches transform into more complicated, realistic drawings, bringing her artistic creation to life. From a bouncing red ball, to flying on a plane, to a thunderstorm, her world extends beyond her sketchbook. The overall message is to demonstrate the importance of art and the power of imagination, especially seen from the perspective of a young child where much of that development is evident. In addition, further exploration of the film industry and learning about the production process was conducted to continue exercising my interest for film editing and graphic designing. This involved devising the script, selecting the appropriate actors, planning the production set, purchasing the tools and equipment, putting together a production crew, and applying the concepts learned about editing to create a short film that was approximately 3 minutes long. The editing software application used for this production was Final Cut Pro X distributed by Apple while the camera used was a Canon EOS Rebel T6. At least three different editing techniques were applied in the film and included stop-motion, keying, and split-screening. Furthermore, other concepts such as transforming and resizing video clips were applied along with learning to use the audio and visual effect resources available from Final Cut Pro X to enhance the quality of the film. An in-depth analysis of the entire process is also given in detailed.
ContributorsReyes, Diana (Author) / Ganssle, Gene (Thesis director) / Giner, Oscar (Committee member) / Computer Science and Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
This thesis examines Endgame, a gaming themed bar and restaurant located in the heart of Tempe, Arizona on Mill Avenue. The business serves regular bar fare and offers a wide selection of video games for its customers to play and enjoy. Recently Endgame recognized that it was unsatisfied with its current revenue stream, prompting this investigative study. Upon completing this project, three business problems that are limiting Endgame's revenue growth were identified. The issues identified were: food sales, visibility/access, and alcohol sales. To better understand each of these issues a study was conducted in the form of ethnography research and a survey was distributed to Endgame's target market. Two instances of observational research were conducted and a survey was distributed to 400+ students in the W. P. Carey School of Business. The data collected revealed underlying sentiments about Endgame's food/beverage service and issues related to locating the bar. This investigation revealed that ordering food and beverages at Endgame is difficult and not a straight forward process. This led to a set of recommendations related to creating an efficient and simple ordering process. The study also showed that Endgame (which is on the second floor of a building) lacks the appropriate signage to indicate its location. Using this information, recommendations were made for Endgame to create additional signage near stairs and elevators to indicate their location. The research also revealed a general lack of consumer awareness in relation to alcoholic beverages that contributed to low sales. This led to a strategy to revitalize Endgame's marketing campaign and a redesign of their beverage menu. Outside of the three business problems found during observational research, several other areas were examined in the survey at the request of Endgame's management. These areas revealed additional understandings into consumer behavior and feelings towards Endgame. These customer insights along with the recommendations given in this paper will be used by Endgame to increase their overall business revenues.
ContributorsPaplham, Tyler James (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Over the course of my undergraduate experience, I have grown significantly as an artist - developing an assortment of strengths in a variety of cinematic disciplines ranging from screenwriting and producing to post-production and cinematography. All the while, I have been giving back to the Sun Devil community by serving in a number of leadership positions around campus which exposed me to a plethora of communities differ from my own. The combination of these experiences allows me to continuously explore new passions in synergy with my art. Two of these standing as the concept of live performance and the work of William Shakespeare. Through this exploration of artistic synergy, I have experimented with integrating the works of the Bard of Avon into the realm of cinema. From the beginning of 2105, I have been drafting a feature-length screenplay which serves as a quasi-prequel to Shakespeare's The Tempest. Under the title of A Kingdom or a Cure, it tells the story of the revolutionary war-hero Miguel Prosperiti as he struggles to save his daughter form a mysterious disease which has baffled the best medical minds while the country he has rebuilt comes crumbling down in post-apocalyptic Italy. Deposed and left to die at the hands of his brother, Miguel must defend his child from the evil witch Sycorax who attempts to kill the pair in order to feed off of their suffering and prolong her own life. Serving to fill the requirements for the Film and Media Production Capstone, A Kingdom or a Cure reimagines the world of Shakespeare's play and creates a new context for the words and actions of its leading characters. Such stands as the foundation of what I have created for what I have created as my applied project - a stylistic re-imagining of William Shakespeare's The Tempest which draws from multiple interpretations of the narrative to be performed as a piece within a larger theatrical presentation staged with only the classical techniques which stand contemporary to the Bard of Avon. The remainder of this document shall lie in six primary sections. The first two establish the project and detail its evolution over the course of the thesis process. Next stands as the production log which chronicles my journey over the Classical and Poetic Drama course as well as the rehearsal process for Mythfest and the Chaucer Festival. Fourth shall consist of a bibliography of all the texts which I have worked with over the course of this thesis experience. Fifth rests A Kingdom or a Cure - the screenplay which inspired me to embark on the grand journey which this thesis has taken me. Sixth shall assume the form of the PowerPoint Presentation which I presented at my thesis defense which contains a collection of images which have provided me with artistic inspiration throughout the thesis process. In conjunction with one another, these pieces serve as the written elements of my applied project.
ContributorsArcaro, Michael Anthony (Author) / Giner, Oscar (Thesis director) / Eckard, Bonnie (Committee member) / WPC Graduate Programs (Contributor) / School of Historical, Philosophical and Religious Studies (Contributor) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
E-commerce has rapidly become a mainstay in today's economy, and many websites have built themselves around providing a platform for independent sellers. Sites such as Etsy, Storenvy, Redbubble, and Society6 are increasingly popular options for anyone looking to open their own online store. With this project, I attempted to examine the effects of four different marketing techniques on sales in an online store. I opened a shop on Etsy and tracked sales in connection with promotion through social media, selling products in-person at a convention, holding a holiday tie-in sale, and using price anchoring. Social media accounts were opened on Facebook, Tumblr, and Instagram to promote the shop over the course of the project period, and Etsy's web analytics were used to track which sites directed the most traffic to the shop. I attended a convention in mid-January 2016 where I sold my products and distributed business cards with a discount code to track sales resulting from being at the convention. A holiday sale was held in conjunction with Valentine's Day to look at whether holidays influenced purchases. Lastly, a significantly more expensive product was temporarily put in the shop to see whether it produced a price anchoring effect \u2014 that is, encouraged sales of the less expensive products by making them seem affordable in comparison. While the volume of sales data was too small to draw statistically significant conclusions, the project was a highly instructive experience in the process of opening a small online store. The decision-making steps outlined may be helpful to other students looking to open their own online shop.
ContributorsChen, Candice Elizabeth (Author) / Moore, James (Thesis director) / Sanford, Adriana (Committee member) / Harrington Bioengineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05