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- Creators: Buss, Ray
- Creators: Gray, Nancy
- Status: Published
Description
Commitment to an activity is widely studied in leisure research. Serious Leisure Perspective (SLP) describes characteristics a committed activity participant possesses. The Psychological Continuum Model (PCM) describes the psychological process a person goes through to become committed to a leisure activity. Awareness, attraction, attachment and loyalty make of the four stages of PCM. Both perspectives have been used to describe committed leisure activity participants and commitment to organized recreational events. Research on leisure activity has yet to determine how the individual becomes loyal. Therefore, the purpose of this study is to determine the process in which recreation activity participates becomes loyal and to identify who can be labels as serious within the PCM Framework. Data was obtained from an online electronic survey distributed to participants of four U.S. marathon and half marathon events. A total of 579 responses were used in the final analysis. Path analysis determined the process in which a runner becomes committed. MANOVA is used to determine difference between leisure groups in the four stages of PCM. Results indicate that activity participants need to go through all four stages of PCM before becoming loyal. As knowledge increases, individuals are more motivated to participate. When the activity satisfies motives and becomes a reflection of their identity, feelings become stronger which results in loyalty. Socialization is instrumental to the progression through the PCM Framework. Additionally, attachment is the "bottleneck" in which all loyal activity participants my pass through. Differences exist between serious leisure groups in the attachment and loyalty stages. Those that are `less serious' are not as committed to the activity as their counterparts.
ContributorsMurphey, Elizabeth M (Author) / Lee, Woojin (Thesis advisor) / Hultsman, Wendy (Thesis advisor) / Larsen, Dale (Committee member) / Chisum, Jack (Committee member) / Arizona State University (Publisher)
Created2014
Description
In the recent years, more and more products come into the market, which provides thousands of choices for consumers. We live in a world full of brands, all trying to attract our attention. A critical part of this process is the criteria for selection. Research has found that criteria always derive from individuals’ experience, which finally creates a unique identity for certain products and brands that could be considered synonym with the specific product. This is a fast-growing phenomenon since the advent of the commodity economy period. In today’s competitive environment, modern consumers are the decision makers and the heart of a value exchange. They are becoming increasingly informed as they compare the attributes of different brands. Advertising has always been one of the important ways for companies to build strong relationships with consumers. This research aims to study the relationship between brand loyalty and advertising. This research is focused on two kind of advertisements; advertisements through social network and launch events, which have different characters, differences in broadcast frequency, and different promotion methods. Interview and survey were mainly used for this study.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
ContributorsZhang, Wenjing (Author) / Takamura, John (Thesis advisor) / Sanft, Alfred (Committee member) / Gray, Nancy (Committee member) / Arizona State University (Publisher)
Created2018
Description
How does a university create a culture of affinity where students seek and maintain life-long connections to the institution? The purpose of this action research study was to examine how affinity increased or developed for undergraduate students at the Arizona State University Polytechnic campus through meaningful student-centric activities. Three theoretical frameworks guided the study including the work of Baumeister and Leary, Kuh, and Ajzen.
In this mixed method study, quantitative data about affinity, attitude, toward Arizona State University was collected using pre- and post-intervention surveys and qualitative data were gathered through individual semi-structured interviews at the conclusion of the study. Study participants were degree-seeking, undergraduate students whose degree programs were affiliated with the Polytechnic campus. The study was conducted during the first semester for first-year students. The intervention was implemented over a four-week period and consisted of providing information and opportunities to students to initiate connecting to the institution.
Quantitative data exhibited slight upward changes or slight to modest decreases in the dependent variables between pre- and post-intervention assessments. Qualitative data provided a content-rich explanation that helped in understanding the quantitative results. For example, students indicated high behavioral beliefs, attitudes toward involvement, and intentions. Moreover, they demonstrated high levels of connectedness and loyalty to the institution. Discussion focused on describing the complementarity of the data, explaining outcomes relative to the theoretical frameworks, limitations, implications for practice and future research, and lessons learned.
In this mixed method study, quantitative data about affinity, attitude, toward Arizona State University was collected using pre- and post-intervention surveys and qualitative data were gathered through individual semi-structured interviews at the conclusion of the study. Study participants were degree-seeking, undergraduate students whose degree programs were affiliated with the Polytechnic campus. The study was conducted during the first semester for first-year students. The intervention was implemented over a four-week period and consisted of providing information and opportunities to students to initiate connecting to the institution.
Quantitative data exhibited slight upward changes or slight to modest decreases in the dependent variables between pre- and post-intervention assessments. Qualitative data provided a content-rich explanation that helped in understanding the quantitative results. For example, students indicated high behavioral beliefs, attitudes toward involvement, and intentions. Moreover, they demonstrated high levels of connectedness and loyalty to the institution. Discussion focused on describing the complementarity of the data, explaining outcomes relative to the theoretical frameworks, limitations, implications for practice and future research, and lessons learned.
ContributorsMatos, Maria Regina (Author) / Buss, Ray (Thesis advisor) / Krasnow, Aaron (Committee member) / Givans Voller, Julie (Committee member) / Arizona State University (Publisher)
Created2019