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- Creators: School of Social and Behavioral Sciences
- Resource Type: Text
Description
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
Description
The purpose of this study is to aid in the Career Development of the Millennial Generation within the University setting through the use of the Career Services online Career Guide. To connect Millennials, also called Digital Natives, with a fulfilling career, Career Services must be open to relating to them through the use of technology and providing more effective online resources. The power to quickly communicate information using web-based services and social media is rendering in-person student services a thing of the past. In order to make recommendations on the subject, current literature will be reviewed pertaining to the Millennial generation's background, adaptation to modern technology, work ideology, and generational personality characteristics. Next, the information will be analyzed and applied to a project updating the Career Services website, more effectively educating Millennials on how to use a degree to find a career and by recommending ways in which student services and receptive employers may change to better facilitate the needs of this rising generation.
ContributorsSyfritt, Hannah Rebeka (Author) / Kirby, Andrew (Thesis director) / Kim, Linda (Committee member) / Berren, Scott (Committee member) / Barrett, The Honors College (Contributor) / School of Social and Behavioral Sciences (Contributor)
Created2015-05
Description
Millennials turn out to vote at significantly lower rates than the rest of the population, sparking commentary on their apathy and lack of contributions to American society. This thesis attempts to paint an accurate description of why these trends have persisted in the past, and finds that there are many complex reasons that serve as explanations. Many of these reasons can be explained by an analysis of Millennials' characteristics and political attitudes, which research has found includes a prioritization of achievement and Independent political ideologies. Additionally, by differentiating between civic engagement and political engagement, data and research find that Millennials choose forms of civic participation over political participation as an active choice and alternative avenue for electoral participation. Ultimately, Millennials are disillusioned with the politically polarized landscape and are unable to navigate the saturated information environment to make confident voting decisions. The rest of the thesis explores organizations, campaigns, and potential reforms that attempt to turn out Millennials. A thorough evaluation of campaigns' and nonpartisan organizations' efforts reveal the best practices for reaching Millennials, which include prioritizing substantive policy discussions, implementing grassroots and bottom-up organizational strategies, and avoiding flashiness and pandering. Another clear area for potential reform is civic education, which is currently not prioritized in the public education system. Some education reforms that would be particularly effective at reversing these negative trends include allowing for political debate within the classroom, teaching civics through more vibrant and hands-on curriculum and directly highlighting and perpetuating the importance of voting in the classroom. This thesis evaluates these and many other potential policy reforms that will encourage Millennials' political engagement as they further enter into adulthood.
ContributorsBockrath, Stephanie Michelle (Author) / Gruber, Diane (Thesis director) / Kirkpatrick, Jennet (Committee member) / School of Humanities, Arts, and Cultural Studies (Contributor) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
One can argue that bees are the most unique insects in the animal kingdom due to their invaluable services they provide on a global level. Their importance goes beyond their capability of pollination; it is shown in their environmental impact and maintenance of the world's food supply. It is evident that the bee population is experiencing a serious and rapid decline that has resulted in changes to ecosystems in the past couple of decades. In order to resolve these issues, further research must be conducted to understand what humans can do to benefit their species' longevity. It is necessary for knowledge regarding bees, specifically their foraging behavior, to improve so humans can understand their essentiality to not only them, but the world. The focus of this study is to address any differences in foraging behavior between Apis mellifera, the honey bee, and native bee species. Other questions were answered including: do native and non-native bees have floral host preferences? Do native and non-native bees visit a variety of floral hosts? Experimental procedures were conducted to address these questions, which involved netting bees at differing times in four varying garden locations at the Desert Botanical Garden in Phoenix, Arizona. Then, the preparation of bee pollen and plant pollen slides along with bee mounting was performed. After the completion of data analysis, it was discovered that the preliminary data showed different foraging behavior between native and non-native bee species. Further studies are pertinent in obtaining statistically significant data due to an insufficient sample proportion. This is crucial in understanding the true differences in behaviors between both bee species.
ContributorsPerez, Czarinabelle Eunice (Author) / Foltz-Sweat, Jennifer (Thesis director) / Sweat, Ken (Committee member) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12
Description
Bee communities form the keystone of many ecosystems through their pollination services. They are dynamic and often subject to significant changes due to several different factors such as climate, urban development, and other anthropogenic disturbances. As a result, the world has been experiencing a decline in bee diversity and abundance, which can have detrimental effects in the ecosystems they inhabit. One of the largest factors that impacts bees in today's world is the rapid urbanization of our planet, and it impacts the bee community in mixed ways. Not very much is understood about the bee communities that exist in urban habitats, but as urbanization is inevitably going to continue, knowledge on bee communities will need to strengthen. This study aims to determine the levels of variance in bee communities, considering multiple variables that bee communities can differ in. The following three questions are posed: do bee communities that are spatially separated differ significantly? Do bee communities that are separated by seasons differ significantly? Do bee communities that are separated temporally (by year, interannually) differ significantly? The procedure to conduct this experiment consists of netting and trapping bees at two sites at various times using the same methods. The data is then statistically analyzed for differences in abundance, richness, diversity, and species composition. After performing the various statistical analyses, it has been discovered that bee communities that are spatially separated, seasonally separated, or interannually separated do not differ significantly when it comes to abundance and richness. Spatially separated bee communities and interannually separated bee communities show a moderate level of dissimilarity in their species composition, while seasonally separated bee communities show a greater level of dissimilarity in species composition. Finally, seasonally separated bee communities demonstrate the greatest disparity of bee diversity, while interannually separated bee communities show the least disparity of bee diversity. This study was conducted over the time span of two years, and while the levels of variance of an urban area between these variables were determined, further variance studies of greater length or larger areas should be conducted to increase the currently limited knowledge of bee communities in urban areas. Additional studies on precipitation amounts and their effects on bee communities should be conducted, and studies from other regions should be taken into consideration while attempting to understand what is likely the most environmentally significant group of insects.
ContributorsPhan, James Thien (Author) / Sweat, Ken (Thesis director) / Foltz-Sweat, Jennifer (Committee member) / School of Music (Contributor) / School of Molecular Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Young voters are the future of the country, yet are disengaged and disinterested in politics, leading to low turnout rates. This paper focuses on the Millennial generation, which consists of adults ages 18 to 33, and at times, narrowly focuses on the subset of college students. Since individuals should learn about the presidential candidates and the election before casting a vote, I analyze the similarities and differences between receiving election content through television news, a traditional source, compared to social media. Next, I examine the importance of political expression and political discussion, along with how millennials engaging in such activity on social media allows for a deeper level of engagement in elections than what was possible before the birth of social media. Thus, as opposed to focusing on the reasons milllennials shy away from politics, the purpose of the first three chapters is to highlight the potential benefits for using social media during presidential elections. Lastly, I analyze millennials' voting behaviors, particularly the generation's preference for liberal social values. Since we are currently in the 2016 U.S. presidential election season, the purpose of this chapter is to highlight current research regarding millennials' voting patterns, which should then be compared to the future 2016 general election studies. By analyzing consistent and divergent trends, researchers can further add to the discussion of millennials' political behavior. Although I dedicate a brief part to the 2016 presidential election in Chapters 2 through 4 to discuss how trends are similar or different from current research, the overall purpose of this paper is to inform readers about how millennials learn, engage, and participate in presidential elections.
ContributorsLarson, Dakota Alexis Ok-Ran (Author) / Ackroyd, William (Thesis director) / Cisler, Sherry (Committee member) / Department of Management (Contributor) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05