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- Creators: Barrett, The Honors College
- 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
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 Beauty Within is a ceramics show displaying human body anatomy, which seeks to bridge aspects of my biological sciences major in the School of Life Sciences with aspects of my studio art minor in the Herberger Institute for Design and the Arts. My goal in creating the show was to change the opinion of people on human body organs from unease to admiration by recreating these organs in an artistic light. By stylizing the construction of the pieces and bringing in the contemporary form of art \u2014 makeup art \u2014 I hoped to bring a new light to the pieces and highlight the beauty within the human body. By leaving the pieces partly unfinished I further hoped to draw attention to the natural beauty within the pieces regardless of the makeup that covers them. By holding the show in the human anatomy lab room on campus and having both animal and human organs on display I was able to create that sense of disgust toward the organs in the viewers. The beauty of my created pieces was then directly contrasted with the disgust felt about the real organs by displaying each of my pieces next to a real organ. The reactions of the viewers reflected a change in view from the actual organs to my re-created organs, and therefore the goal of the show was achieved.
ContributorsThomas, Brandon Lee (Author) / Weiser, Kurt (Thesis director) / Chung, Samuel (Committee member) / School of Art (Contributor) / School of Life Sciences (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
I saw a Dove ad called "Real Beauty Sketches" where a group of women described themselves to a sketch artist, and then a complete stranger described them to the same artist. By the end of the ad, it's apparent that the women, when describing themselves, were very critical of all their features. When total strangers described them the resulting portrait was more beautiful to the women. The take-away from the campaign was that others see more beauty in you than you do in yourself. I explored that idea through my thesis. My aim in this project was to learn to see the beauty in myself through personal artistic expression. I completed a series of self-portraits; for about four months straight I drew one portrait of myself every single day. I also recorded my thoughts in a diary entry as I drew my portrait, hoping to capture my emotions and moods during that day. The resulting outcome of my creative project is twofold. The physical outcome is about 100 self-portraits and daily diary entries that represent the creative thesis project I pursued. The second outcome cannot be physically seen. I have discovered more about myself in four months than I have in twenty years. I have begun to see myself differently, and positively. This thesis project turned into a journey of self-exploration, and I'm looking forward to what the future holds for me.
ContributorsRao, Rachana Sai (Author) / Hood, Mary (Thesis director) / Button, Melissa (Committee member) / School of Art (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
For my creative project, I began an art press that produces small-run vinyl records and artist's books. Initially, the venture began as a means to circumvent record pressing facilities as a vinyl record-cutting service. By the end of this project, the focus shifted to encompass more visual art products than just vinyl records. The project began with vinyl records because I saw a need in the market; in the past decade, the industry has grown dramatically, but the dozen record pressing plants in the country cannot keep up with the demand. Because record pressing companies prioritize large orders, it is difficult for many small bands and independent record labels to produce work on this medium. This is due to the long lead times, high prices, and large minimum order sizes. I located a man in Germany, who invented a machine that makes high-quality, lathe-cut records. I named the project Blushing Soup, as homage to my father, who passed during my first semester of college. It is through his passing that I was able to secure funds to pursue this venture. I brought on a partner, who was more familiar with art and audio recording than myself. In the summer of 2015, we met with this inventor to learn how to use his machine. By October of 2015, a machine of our own had arrived. In early November, Blushing Soup won a grant from the Scottsdale Museum of Contemporary Art. During this time, we released two vinyl records for local bands. For a culminating project, I coordinated a Record Store Day compilation album consisting of six bands featuring. After securing all of the music, the machine started having problems, which forced me to cancel this release. Recognizing the delicacy of the machine, prompted a shift in the aim of Blushing Soup. During this process, I started learning printmaking processes, and I realized that Blushing Soup could function as more than a record cutting service; we could be an art press. In the last few month of this project, I started making artist's books. By the end of April 2016, Blushing Soup will have released vinyl records for two bands, as well as produced four handmade books. This creative project centered around the process of creating art through lathe cutting and printmaking; the objective was not to maximize profits but rather refocus the consumption of art (in a sustainable practice).
ContributorsStringer, Shelby Manning (Author) / Essig, Linda (Thesis director) / Peck, Sidnee (Committee member) / School of Art (Contributor) / Department of English (Contributor) / School of Historical, Philosophical and Religious Studies (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