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As millennials are growing and becoming the "the next big consumer market," understanding them is crucial (Paul, 2001; Kumar & Lim, 2008). This study will attempt to understand their processing of ads by observing the relationship between construal level theory and product type (i.e. hedonic vs. utilitarian). Construal Level theory

As millennials are growing and becoming the "the next big consumer market," understanding them is crucial (Paul, 2001; Kumar & Lim, 2008). This study will attempt to understand their processing of ads by observing the relationship between construal level theory and product type (i.e. hedonic vs. utilitarian). Construal Level theory suggests that individuals construe information at different abstract levels. High levels are characterized by abstract and general representation (e.g. thinking of moving as starting a new chapter of life) while low levels are characterized as including more concrete and contextual details (e.g. thinking of moving as packing boxes). Neither interaction nor main effect of product type was observed either as main effect or as interaction with construal level. However, a significant main effect of construal level was found showing that concrete and contextual (low construal level) information on advertisements makes them more effective and useful to millennials; influences purchase intentions more than ads construed in high construal levels; and, makes brands seem more credible, stable and truthful.
ContributorsSandoval, Daisy (Author) / Olsen, Douglas (Thesis director) / Hall, Deborah (Committee member) / Mirshak, Paul (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / School of Social and Behavioral Sciences (Contributor)
Created2015-05
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This thesis investigates how student organizations market to students at Arizona State University as well as opinions from students in how they view marketing on campus. From a collection of data from in-depth interviews and surveys, it has been concluded that not one method is best at marketing on campus.

This thesis investigates how student organizations market to students at Arizona State University as well as opinions from students in how they view marketing on campus. From a collection of data from in-depth interviews and surveys, it has been concluded that not one method is best at marketing on campus. Student organizations need to have a combination of methods to create a well-rounded strategy that will instill brand awareness and recognition on campus and, in turn, produce an increase in engagement for their organization via recruitment of new members and attendance at meetings and events.
ContributorsRamos, Adrianna Cimona (Author) / Ostrom, Amy (Thesis director) / Giles, Charles Bret (Committee member) / School of Social and Behavioral Sciences (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
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The current study looked at weight stereotype presence and whether certain types of medical professionals held this bias over others. This study also investigated if there was a relation between medical professionals' self-esteem and the presence of the weight stereotype. By having a sample consisting of registered nurses, physician assistants,

The current study looked at weight stereotype presence and whether certain types of medical professionals held this bias over others. This study also investigated if there was a relation between medical professionals' self-esteem and the presence of the weight stereotype. By having a sample consisting of registered nurses, physician assistants, and medical doctors data was then collected within each group to analyze for any significant differences between the three levels of medical professionals. Eleven participants were guided through participation in the Harvard Implicit Association Test, specifically testing for weight stereotype presence, followed by responses to 50 true/false statements on the Sorensen Self-Esteem Test to measure the self-esteem of each participant. The participants within this study were 11 medical professionals, between the ages of 25 and 59, with 6 women and 5 men. The resulting sample consisted of 6 registered nurses, 3 physician assistants, and 2 medical doctors all currently practicing medicine in the state of Arizona, with the exception of 1 participant who is practicing in Colorado. This study was conducted through Qualtrics, an online database through Arizona State University. Upon completion of the study, 3 different tests were run using the data collected. The first was a between-subjects effect test to determine if there was a difference in stereotype presence among the three levels of medical professionals. The second test was a correlation between stereotype presence and the self-esteem each medical professional displayed. The third was a between-subjects effect test looking at self-esteem differences among the three levels of medical professionals. None of the tests yielded significant results, suggesting that there is no difference in weight stereotype presence or self-esteem among the three groups of medical professionals. The data also suggests that there is no correlation between a medical professionals' self-esteem and weight stereotype presence. Suggestions for future research within this paper have discussed ways to improve the current study in order to create significant results.
ContributorsFisher, Bobbi Paige (Author) / Lewis, Stephen (Thesis director) / Edwards, Alison (Committee member) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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Description
My thesis will revolve around the ideology and sociology of the sneaker brand and it particular, basketball sneakers. The mega sneaker superpower Nike and the under dog of Under Armour have shoes they want to sells and consumers they want to buy them. I will discuss how the advertisement are

My thesis will revolve around the ideology and sociology of the sneaker brand and it particular, basketball sneakers. The mega sneaker superpower Nike and the under dog of Under Armour have shoes they want to sells and consumers they want to buy them. I will discuss how the advertisement are used and implanted but both Nike and Under Armour. The two points of references from each company will be LeBron James, Nike, and Stephen Curry, Under Armour. Both basketball players have signature shoes and are undoublty the NBAs most relevant players this past season. The two players just so happened to face off against each other in the NBA finals, which enhanced the marketing potential for both companies. Thus, the advertisements for these and their shoes would have been its peak trying 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 roll 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 a new research related field. Thus, bringing forth a new renaissance in today's culture; the Sneaker Life.
ContributorsMitchell, Devon Willie (Author) / Ramsey, Ramsey Eric (Thesis director) / Gruber, Diane (Committee member) / School of Social and Behavioral Sciences (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2017-05