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- Creators: School of Social and Behavioral Sciences
- Status: Published
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
The purpose of this thesis is to examine the current state of the brick-and-mortar bookselling industry, with particular focus on independent bookstores and their strengths and weaknesses, and synthesizing recommendations for these bookstores to reinvent themselves in a rapidly changing market. This examination is highly relevant given recent concerns that, with the rise of e-retailers like Amazon and the closure of bookstore chain Borders, brick-and-mortar bookstores may be superseded by new digital vendors. Independent bookstores are thought to be at a particular disadvantage to these retailers, given their limited size and resources, as well as the lack of capital or consumer base that a larger chain like Barnes and Noble can draw upon to invest in emerging technology. With these more limited financial opportunities, independent bookstores must find different ways to not only keep abreast of the technology that consumers are coming to expect from modern businesses, but attract customers.
To gain insight into the state of the industry and current position of independent bookstores, I will first examine the past fifty years of the brick-and-mortar bookstore, followed by a Porter’s Five Forces analysis of the industry threats and a SWOT analysis to compare the strengths and weaknesses of independent bookstores. Next, the patrons of independent bookstores will be discussed with a focus on the two largest consumer groups of Millennials and Baby Boomers, their characteristics, and the opportunities they provide to bookstores. After this there will be an exploration of the competitors to brick-and-mortar bookstores, focusing on Amazon and then touching on some of the other rivals to bookstores’ consumer base. The next section will be an in-depth analysis of a variety of bookstores across the United States, with attention to their successful practices, goals, concerns, and failures. First, there will be a comparison of industry success and failure through case studies of Borders and Powell’s bookstores. Next, there will be a comparison of five beloved independent bookstores across the country to share their varied competitive advantages that are the secret to their success. Finally, there are primary source interviews with the employees of three major Phoenix bookstores, which provide insight into the goals, current projects, attitudes, and inner strengths of these businesses. Finally, the thesis will conclude with a section offering solutions and suggestions for independent bookstores to pursue based on the primary and secondary research discussed above. These recommendations are focused on five key areas:
• Community
• Consumers
• Store Design
• Technology
• Diversification
Ultimately, the information provided by this research and these interviews indicates that while vital business changes are being pursued by independent and chain bookstores across the United States, the independent bookstore shows no signs of disappearing in favor of online vendors or e-readers.
To gain insight into the state of the industry and current position of independent bookstores, I will first examine the past fifty years of the brick-and-mortar bookstore, followed by a Porter’s Five Forces analysis of the industry threats and a SWOT analysis to compare the strengths and weaknesses of independent bookstores. Next, the patrons of independent bookstores will be discussed with a focus on the two largest consumer groups of Millennials and Baby Boomers, their characteristics, and the opportunities they provide to bookstores. After this there will be an exploration of the competitors to brick-and-mortar bookstores, focusing on Amazon and then touching on some of the other rivals to bookstores’ consumer base. The next section will be an in-depth analysis of a variety of bookstores across the United States, with attention to their successful practices, goals, concerns, and failures. First, there will be a comparison of industry success and failure through case studies of Borders and Powell’s bookstores. Next, there will be a comparison of five beloved independent bookstores across the country to share their varied competitive advantages that are the secret to their success. Finally, there are primary source interviews with the employees of three major Phoenix bookstores, which provide insight into the goals, current projects, attitudes, and inner strengths of these businesses. Finally, the thesis will conclude with a section offering solutions and suggestions for independent bookstores to pursue based on the primary and secondary research discussed above. These recommendations are focused on five key areas:
• Community
• Consumers
• Store Design
• Technology
• Diversification
Ultimately, the information provided by this research and these interviews indicates that while vital business changes are being pursued by independent and chain bookstores across the United States, the independent bookstore shows no signs of disappearing in favor of online vendors or e-readers.
ContributorsPorrell, Kelly Maria (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / School of Historical, Philosophical and Religious Studies (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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
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