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Consumer Perception of Electric Vehicles

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This project examines the correlation between consumer perception and willingness to pay for electric vehicles (EVs). Using secondary research regarding sustainability, pricing and other factors influencing or swaying purchasing decisions, newfound details were uncovered. A survey was then created to collect primary research data, gauging general interest using a side-by-side…

This project examines the correlation between consumer perception and willingness to pay for electric vehicles (EVs). Using secondary research regarding sustainability, pricing and other factors influencing or swaying purchasing decisions, newfound details were uncovered. A survey was then created to collect primary research data, gauging general interest using a side-by-side comparison of the top three U.S. auto manufacturers and their efforts to transition to the next era of the automobile. From this, new marketing and advertising techniques are offered to allow for a more widespread adoption and quicker transition to full EV lineups in the near future - essentially, closing the gap from interest to action.
ContributorsKonya, Nicholas M (Author) / Gray, Nancy (Thesis director) / White, Philip (Committee member) / Department of Finance (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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An Environmental and Economic Analysis of The Near Future of Lithium Ion Batteries

Description

Lithium ion batteries are quintessential components of modern life. They are used to power smart devices — phones, tablets, laptops, and are rapidly becoming major elements in the automotive industry. Demand projections for lithium are skyrocketing with production struggling to keep up pace. This drive is due mostly to the…

Lithium ion batteries are quintessential components of modern life. They are used to power smart devices — phones, tablets, laptops, and are rapidly becoming major elements in the automotive industry. Demand projections for lithium are skyrocketing with production struggling to keep up pace. This drive is due mostly to the rapid adoption of electric vehicles; sales of electric vehicles in 2020 are more than double what they were only a year prior. With such staggering growth it is important to understand how lithium is sourced and what that means for the environment. Will production even be capable of meeting the demand as more industries make use of this valuable element? How will the environmental impact of lithium affect growth? This thesis attempts to answer these questions as the world looks to a decade of rapid growth for lithium ion batteries.
ContributorsMelton, John (Author) / Brian, Jennifer (Thesis director) / Karwat, Darshawn (Committee member) / Chemical Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05

Brands, Customers, & Rebranding Efforts: Why People React Negatively to Updates in Logo Design

Description
This paper looks at how an update to a brand’s logo can affect consumers. Specifically, how a brand’s logo redesign affects how consumers react to the updated logo itself and how consumers perceive the brand. When companies update their logo, there are a variety of ways in which a consumer…

This paper looks at how an update to a brand’s logo can affect consumers. Specifically, how a brand’s logo redesign affects how consumers react to the updated logo itself and how consumers perceive the brand. When companies update their logo, there are a variety of ways in which a consumer might respond, including positively, negatively, or they might feel indifferent about the update. This project focuses on when consumers react negatively to changes in a brand’s identity, mainly the logo. Through secondary research on brand equity, loyalty, and consumer identity, followed with the primary research of a qualitative survey and interview, recommendations were formed in the hopes of guiding brands as they undergo a logo redesign. The qualitative survey looked at how the magnitude of the logo design change and the level of consumer involvement from the brand affected the consumer. Utilizing the brand Adidas, the logo was manipulated to reflect a minor change in design and a significant change in design. Furthermore, respondents were given three scenarios of involvement with either the minor or significant changed logo: involved by asking for their input, given a reason for the redesign, or neither involved nor given a reason. Overall, regardless of the level of involvement from the brand, consumers respond more positively when the change in logo design is minor. Specifically, consumers respond the most positive when they are involved in the redesign process while the change is minor. This research demonstrates that brands may see more positivity from consumers if they make evolutionary changes to their logo. Likewise, brands should recognize how significant a change in logo design is for the brand, and make sure to take their customers thoughts and feelings into consideration. The final components of this paper include an analysis of the research findings and an interpretation of those findings, along with any limitations experienced during this research, a variety of lessons learned from conducting this research, and overall recommendations for brands and for future research directions.
ContributorsMoorman, Jessica Lynne (Author) / Gray, Nancy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Sanford School of Social and Family Dynamics (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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The Influence of Logo Design Complexity on Color and Brand Personality

Description
Logos have strong communicative power. Companies dedicate a considerable amount of time and money to designing their logo because logos have the ability to convey important information about their identity. Color also has strong communicative power, especially as found in packaging. Therefore, this study examines the relationship between black packaging…

Logos have strong communicative power. Companies dedicate a considerable amount of time and money to designing their logo because logos have the ability to convey important information about their identity. Color also has strong communicative power, especially as found in packaging. Therefore, this study examines the relationship between black packaging and logo complexity to test whether logo design can change perceptions of color. The study also analyzes millennialist trends in logo design preferences. I designed and tested two logos to determine how complex logos influence consumer perceptions of brand identity differently than simple logos. Next, I collected responses using a Qualtrics survey. Independent samples t tests revealed that companies who use a complex logo are perceived as more expensive and upper-class. Meanwhile, companies who use simple logos are seen as contemporary and sophisticated. Although the t test results were not statistically significant, the qualitative responses were consistent with the t test findings. Despite the initial hypothesis, millennials showed a greater preference for the complex logo than the simple logo. I also found that incorporating natural elements into the design led participants to perceive the brand as sustainable. Natural elements can often be translated into femininity, as participants expected products packaged with a natural logo to target females. These findings were used to create logo design recommendations for cosmetic companies with lower brand equity.
ContributorsJacobs, Miranda Sophie (Author) / Gray, Nancy (Thesis director) / Giard, Jacques (Committee member) / Department of Psychology (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05