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Description
This dissertation offers three essays that investigate consumers’ health-related food choices and behaviors from three different, yet complementary, angles. The first essay uses an eye-tracking experiment to examine consumers’ visual attention to the Nutrition Facts Panels for healthy and unhealthy products. In this essay, I focus on how involvement and familiarity affect consumers’ attention toward the Nutrition Facts panel and how these two psychological factors interact with new label format changes in attracting consumers’ attention. In the second essay, I demonstrate using individual-level scanner data that nutritional attributes interact with marketing mix elements to affect consumers’ nutrition intake profiles and their intra-category substitution patterns. My findings suggest that marketing-mix sensitivities are correlated with consumers’ preferences for nutrient attributes in ways that depend on the “healthiness” of the nutrient. For instance, featuring promotes is positively correlated with “healthy” nutritional characteristics such as high-protein, low-fat, or low-carbohydrates, whereas promotion and display are positively correlated with preferences for “unhealthy” characteristics such as high-fat, or high-carbohydrates. I use model simulations to show that some marketing-mix elements are able to induce consumers to purchase items with higher maximum-content levels than others. The fourth chapter shows that dieters are not all the same. I develop and validate a new scale that measures lay theories about abstinence vs. moderation. My findings from a series of experiments indicate that dieters’ recovery from recalled vs. actual indulgences depend on whether they favor abstinence or moderation. However, compensatory coping strategies provide paths for people with both lay theories to recover after an indulgence, in their own ways. The three essays provide insights into individual differences that determine approaches of purchase behaviors, and consumption patterns, and life style that people choose, and these insights have potential policy implications to aid in designing the food-related interventions and policies to improve the healthiness of consumers’ consumption profiles and more general food well-being.
ContributorsXie, Yi (Author) / Richards, Timothy (Thesis advisor) / Mandel, Naomi (Committee member) / Grebitus, Carola (Committee member) / Arizona State University (Publisher)
Created2018
Description
The Taglio Academy Marketing Plan is an honors thesis focusing on the information necessary to understand the current market and marketing strategies of Taglio Academy, a cosmetology school. The thesis is comprised of information representing the Current Marketing Situation; Target Market, Customer Analysis, and Positioning; Objectives and Issues; Marketing Strategy; Marketing Programs; Financial and Operational Plans; and Metrics and Implementation Control. These are all of the necessary components of an in-depth marketing plan to be used to communicate Taglio Academy's competitive advantage and positioning within the market. This information focuses on conveying the importance of bringing the Academy to the attention of target cosmetology students and target student-salon service clients.
ContributorsRough, Nicola Kalyn (Author) / Montoya, Detra (Thesis director) / LePine, Marcie (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
With the millennial and Gen Z generations being comprised of avid social media users, corporations have turned to online platforms, such as Twitter and Instagram, as a way of communicating and connecting to their audiences. One method that corporations are using to attract consumers is utilizing internet memes. Brands and corporations are now marketing through internet memes to enhance and define the brand’s personality and voice. This study examines the ways corporations use internet memes to personify their brand image and the overall effectiveness of meme usage in engaging consumers. Based on an exploratory analysis of brands over several media pages, we find evidence that brands with an edgy or humorous personality have increased engagement when using this method of communication, while more luxury brands should avoid using memes. Our research was conducted by examining and analyzing the social media accounts of four companies that use memes regularly as ways to promote their brands between November 1, 2018 and February 1, 2019. Our findings suggest that there is no definite correlation between internet memes and consumer engagement, rather that they are beneficial to use in addition to traditional marketing. In order to gain a stronger understanding of the relationships between internet memes and engagement, future research can study online brand personalities more in-depth and develop theories on the effectiveness of meme usage.
ContributorsReicks, Amber Michelle (Co-author) / Ahmas, Roxanna (Co-author) / Ostrom, Amy (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This study examines the relationships between the success of Instagram health and fitness influencers and the images they share. As social media continues to grow as a source of information and interconnectedness, the sway influencers hold over their followers and potential consumers grow too. The success of these influencers in gaining followers, motivating opinions and achieving an aesthetic physique, result in monetary gain. On the media site Instagram, influencers with one million followers can garner over $50,000 per sponsored post. Specifically, the research focuses on four Instagram influencers who have over 200,000 followers. The subjects, Amanda Bucci, Nikki Blackketter, Maxx Chewning and Christian Guzman, were selected based on their popularity within the weight lifting community. Together, these influencers have over 400 million followers on Instagram. The study analyzed 32 photos sourced from the influencer's Instagrams. Of the 32 images, 16 were selected as branded content and 16 were selected as candid content. These images were then coded to answer the following research questions: (1) is there a pattern in the visuals weight lifters share, (2) is there a difference between branded or candid content, (3) how do these similarities or lack thereof influence number of Instagram followers and financial success, and (4) what physical dimensions contribute to a weight lifter's success on Instagram? This study uses content analysis to understand the symbolic meaning of texts and visuals. With the findings showing recurrent themes between (1) posture of subject, (2) use of brand affiliation and (3) professional grade photography, we confirm that bodily capital, sponsorship and authenticity are successful tactics used by influencers to generate a following.
ContributorsKoontz, Ellanna Marie (Author) / Matera, Fran (Thesis director) / Artigue, Ray (Committee member) / School of Nutrition and Health Promotion (Contributor) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Several studies on cheerleading as a sport can be found in the literature; however, there is no research done on the value added to the experience at a university, to an athletic department or at a particular sport. It has been the feeling that collegiate and professional cheerleaders are not given the appropriate recognition nor credit for the amount of work they do. This contribution is sometimes in question as it depends on the school and the sports teams. The benefits are believed to vary based on the university or professional teams. This research investigated how collegiate cheerleaders and dancers add value to the university sport experience. We interviewed key personnel at the university and conference level and polled spectators at sporting events such as basketball and football. We found that the university administration and athletic personnel see the ASU Spirit Squad as value added but spectators had a totally different perspective. The university acknowledges the added value of the Spirit Squad and its necessity. Spectators attend ASU sporting events to support the university and for the entertainment. They enjoy watching the ASU Spirit Squad perform but would continue to attend ASU sporting events even if cheerleaders and dancers were not there.
ContributorsThomas, Jessica Ann (Author) / Wilson, Jeffrey (Thesis director) / Garner, Deana (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Social enterprises strive to tackle social problems, improve the lives of the people around them and help create a sustainable environment. Three specific enterprises will be analyzed to illustrate the differences between management styles, mission, financials and overall successes. There are numerous social enterprises in the southwest of the United States of America, some show more success than others, but what separates them? What commonalities do some of these enterprises share that allow them to be more successful than the rest? Is there a common denominator for enterprises to follow that will allow them to have success financially as well as accomplish their goals to better the community around them? Free Arts for Abused Children or Arizona, Seed Spot and Goodmans, we are able to better distinguish what factors allow enterprises to succeed. Due to the nature of social enterprises being able to be qualified as different types of organizations, i.e., company with shareholders, nonprofit organizations, etc. it is difficult to pin point a concrete model social enterprises should follow today. However, a finding that made all three of these social enterprises successful were their governance and ownership structures. Each enterprise consisted of a board that helped the enterprise stay on track with their given mission. Boards are also responsible for making major decisions that can impact the organization as well as being responsible for fundraising and making various financial decisions. After analyzing their structures, it was evident that all three enterprises consisted of strong governance structures. Although enterprises may not be able to follow a distinct model in order to be successful, they are able to place a board in control that aligns with the social enterprises mission and has a variety of knowledge that allows the board to make sound decisions. Keywords: social enterprise, management, governance, success, mission, financials
ContributorsButzbach, Jennifer Lauren (Author) / Shockley, Gordon (Thesis director) / Foroughi-Mobarakeh, Behrang (Committee member) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Make-A-Wish America has a world-renowned reputation as one of the best nonprofits in the world, and is widely known amongst many individuals looking to support or donate to nonprofits. Their work is not only a fundamental part of human services care within the nonprofit world, but their unique online platform and social media presence is a differentiating factor among many other nonprofits and for-profit businesses alike. The purpose of this study is to research Make-A-Wish America’s brand management and marketing strategies as a nonprofit, including secondary research on the brand itself, analyze all environmental factors that affect its marketing strategy, assess their market segmentation, targeting, and positioning, and evaluate their integrated marketing communications strategy. Additionally, I conducted interviews with Make-A-Wish America professionals working within the brand management department at the national office. The individuals were interviewed with various marketing backgrounds within the brand department to gain a deeper insight into their individual experiences and assessments of Make-A-Wish America’s brand management and marketing strategy. My specific thesis goals include utilizing my marketing recommendations to grow Make-A-Wish America’s profits, specifically in actions to increase fundraising. Also, my thesis goal is to find recommendations to outperform competition in gaining supporters and donors as well as, more recently, analyzing the effects of the COVID-19 pandemic and making recommendations on how they can grow despite this economic tragedy. The results suggest that there are common themes amongst my secondary research and primary research, resulting in marketing recommendations that Make-A-Wish America can utilize to better market to donors and supporters in the future, giving them competitive advantage over other nonprofits and combatting the effects of COVID-19. Recommendations for Make-A-Wish America include investing in their own research and development in terms of customer relationship management tools, online fundraising campaigns, and technology to better inform donors of their mission, vision, and values, diversifying their donor profile and targeted communities, and taking advantage of their point of parity within their social media online platform.
ContributorsBarton, Maddy Taylor (Author) / Montoya, Detra (Thesis director) / Ostrom, Lonnie (Committee member) / Department of Economics (Contributor) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
The goal of this project is to improve the efficiency of operations for Quincea Social Enterprise. I aim to achieve this goal by interviewing market participants to make recommendations for how Quincea Social Enterprise can best utilize resources to deliver vegetables, fruits and herbs to their key institutional customers (schools, churches, hospitals, group homes and corporate cafeterias). This thesis views Quincea through the lens of the Social Enterprise Business Model and compares its organization to serve underemployed groups including veterans and adults with intellectual and/or developmental disabilities (IDD Adults) 1. Throughout my research, I use supply chain theory and network structure to inform supply chain strategy, optimize logistics, and integrate the supply chain organization, processes and technology. My insights are grounded in the supply chain literature, and a comparison with other non-profit operations. This thesis identifies the resources, capabilities, and partnerships needed for a successful social enterprise. The key findings include: a) Quincea’s unique business model exhibits promising potential for cost-effectively creations of jobs for adults with intellectual and/or developmental disabilities; b) an important strength is the depth of its public and private sector strategic partnerships; c) another important organizational advantage is its emphasis on operational efficiencies and being price competitive, rather than having its social mission drive sales d) its efforts to document its strategies and operating plans, along with securing many partnerships with national corporations, should facilitate program geographic expansion; e) the emphasis on social impact metrics should make it easier to measure program effectiveness and to attract additional strategic partners; and f) the economic self-sustaining business model exhibits promising potential to expand operations, while having reduced dependency on government, foundation and individual donor subsidies to scale operations.
ContributorsStephens, Natalie (Author) / Richards, Timothy (Thesis director) / Hall, Jonathan (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The purpose of this project is to analyze the marketing efforts of an adaptive sports organization and identify possible areas for improvement. We will be conducting this marketing analysis as developed by Jeremy Darlow. Once we complete an analysis, we provide recommendations for future marketing efforts at Ability360, the organization of focus.
ContributorsGuenther, Christian (Author) / Hall, Nathan (Co-author) / Lee, Christopher (Thesis director) / Ramella, Kelly (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of Community Resources and Development (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-05
Description
This thesis, written in the first person, documents the chronological events in developing Social Renaissance - a social media marketing agency. The founder of Social Renaissance and author of this senior thesis project is Sara Kahn, a fourth year student at Arizona State University in Barrett, The Honors College. Sara is graduating in May of 2022 with a Bachelor’s of Science in Business Entrepreneurship from the W. P. Carey School of Business. She is also graduating with a Minor in Special Events Management from the Watts College – School of Community Resources and Development.
Sara has over 10 years of entrepreneurial experience and more than 3 years of marketing experience. This background uniquely positions her to develop Social Renaissance as a venture. This thesis will discuss the successes and failures experienced throughout the development process, key takeaways, and next steps for Social Renaissance. Enjoy!
ContributorsKahn, Sara (Author) / Sebold, Brent (Thesis director) / Mesquita, Luiz (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-05