Matching Items (210)
Description
We apply a Bayesian network-based approach for determining the structure of consumers' brand concept maps, and we further extend this approach in order to provide a precise delineation of the set of cognitive variations of that brand concept map structure which can simultaneously coexist within the data. This methodology can operate with nonlinear as well as linear relationships between the variables, and utilizes simple Likert-style marketing survey data as input. In addition, the method can operate without any a priori hypothesized structures or relations among the brand associations in the model. The resulting brand concept map structures delineate directional (as opposed to simply correlational) relations among the brand associations, and differentiates between the predictive and the diagnostic directions within each link. Further, we determine a Bayesian network-based link strength measure, and apply it to a comparison of the strengths of the connections between different semantic categories of brand association descriptors, as well as between different strategically important drivers of brand differentiation. Finally, we apply a precise form of information propagation through the predictive and diagnostic links within the network in order to evaluate the effect of introducing new information to the brand concept network. This overall methodology operates via a factorization of the joint distribution of the brand association variables via conditional independence properties and an application of the causal Markov condition, and as such, it represents an alternative approach to correlation-based structural determination methods. By using conditional independence as a core structural construct, the methods utilized here are especially well- suited for determining and analyzing asymmetric or directional beliefs about brand or product attributes. This methodology builds on the pioneering Brand Concept Mapping approach of Roedder John et al. (2006). Similar to that approach, the Bayesian network-based method derives the specific link-by-link structure among a brand's associations, and also allows for a precise quantitative determination of the likely effects that manipulation of specific brand associations will have upon other strategically important associations within that brand image. In addition, the method's precise informational semantics and specific structural measures allow for a greater understanding of the structure of these brand associations.
ContributorsBrownstein, Steven Alan (Author) / Reingen, Peter (Thesis advisor) / Kumar, Ajith (Committee member) / Mokwa, Michael (Committee member) / Arizona State University (Publisher)
Created2013
Description
Convergent products are products that offer multiple capabilities from different product categories. For example, a smartphone acts as an internet browser, personal assistant, and telephone. Marketers are constantly considering the value of adding new functionalities to these convergent products. This work examines convergent products in terms of the hedonic and utilitarian value they provide along with whether the addition is related to the base product, revealing complex and nuanced interactions. This work contributes to marketing theory by advancing knowledge in the convergent products and product design literatures, specifically by showing how hedonic and utilitarian value and addition relatedness interact to impact the evaluation of convergent goods and services. Looking at a greater complexity of convergent product types also helps to resolve prior conflicting findings in the convergent products and hedonic and utilitarian value literatures. Additionally, this work examines the role of justification in convergent products, showing how different additions can help consumers to justify the evaluation of a convergent product. A three-item measure for justification was developed for this research, and can be used by future researchers to better understand the effects of justification in consumption. This work is also the first to explicitly compare effects between convergent goods and convergent services. Across two experiments, it is found that these two products types (convergent goods versus convergent services) are evaluated differently. For convergent goods, consumers evaluate additions based on anticipated practicality/productivity and on how easily they are justified. For convergent services, consumers evaluate additions based on perceptions of performance risk associated with the convergent service, which stems from the intangibility of these services. The insights gleaned from the research allow specific recommendations to be made to managers regarding convergent offerings. This research also examines the applicability of hedonic and utilitarian value to a special type of advertising appeal: reward appeals. Reward appeals are appeals that focus on peripheral benefits from purchasing or using a product, such as time or money savings, and make suggestions on how to use these savings. This work examines potential interactions between reward appeals and other common advertising elements: social norms information and role clarity messaging.
ContributorsEaton, Kathryn Karnos (Author) / Bitner, Mary Jo (Thesis advisor) / Olsen, G. Douglas (Thesis advisor) / Mokwa, Michael (Committee member) / Arizona State University (Publisher)
Created2012
Description
The purpose of this research is to explore Latina/o students' involvement at Arizona State University West and how it affects their sense of belonging, and thereby, their retention. I operationalize a "sense of belonging" as being able to express and feel comfortable with one's ethnic identity in the context of a higher education institution (Hurtado, 1997). I operationalize student involvement by the extent to which an individual student is devoted to their academic experience, invests time studying on campus, participates in student organizations, and interacts with faculty and their peers (Astin, 1984). I draw from Astin's theory of student involvement and Hurtado's sense of belonging as a base for this inquiry because they are critical components to understanding retention among the Latino/a community at Arizona State University West.
ContributorsGuerra, Luis D. (Author) / Cuadraz, Gloria (Thesis director) / Aska, Cassandra (Committee member) / School of Social and Behavioral Sciences (Contributor) / School of Humanities, Arts, and Cultural Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In today’s economy, advertisers understand that sex sells. The foundations of this concept, however, are influenced by patriarchal expectations that women are first and foremost sexual objects for men. Women are sold beauty and demeanor expectations for them to utilize when making themselves attractive for men and men are sold the idea of beautiful, docile women. This dynamic perpetuates strict definitions of acceptable gender displays and reinforces socially permitted gendered behavior. As a society in the 21st century, we understand the damage of sexist ideals, but where we fall short is in the monitoring of channels that perpetuate and maintain those stereotypes and how affected the public really is by the male gaze, and lack of a female gaze, in media. In this paper, I search for a female gaze, but in doing so recognize the inequalities inherent in yet another gendered practice of looking and instead steer the conversation towards personalized perspectives informed by an understanding of the dominant practice of looking and its inverse.
The primary perspective from which people are depicted in media today is shaped by the male gaze. The male gaze is comprised of patriarchal ideals and relies on the understanding that the spectator or viewer is a standard human being, which heteronormativity tells us is a man. From this perspective, the scope of visual representations of men and women in media has been molded after the hierarchized gender displays within which masculinity has primacy over femininity. By presenting a limited spectrum of behavior acceptable for men and women, the media hegemonically manipulates the social constructs of gender and gendered behavior across all levels of society.
This honors thesis applies semiotic and feminist methodologies to engage visual forms of media through art, film, and social media to challenge the social constructs of gender perpetuated and reinforced by dated stereotypes of gender and gendered behavior. First, the theoretical foundation will provide a framework for semiotic and feminist analysis of visual representations of gender in media. Then, I will present data representing the real-world impact that this social construction of gender has on adolescents in America using The State of Gender Equality for U.S. Adolescents, published by Plan International Inc. I will then bring together the explicated methodologies and evidential data alongside my own experiences as a female consumer of visual media to reveal alternative practices of looking that do not revolve around patriarchal norms, looking for a female gaze. In doing so, I hope to present recourse in the face of persistent use of sexist imagery across all levels of our culture and every medium of visual self-expression by providing tools that can be used to interrogate gendered perceptions and inform self-examination in pursuit of a feminist practice of looking.
The primary perspective from which people are depicted in media today is shaped by the male gaze. The male gaze is comprised of patriarchal ideals and relies on the understanding that the spectator or viewer is a standard human being, which heteronormativity tells us is a man. From this perspective, the scope of visual representations of men and women in media has been molded after the hierarchized gender displays within which masculinity has primacy over femininity. By presenting a limited spectrum of behavior acceptable for men and women, the media hegemonically manipulates the social constructs of gender and gendered behavior across all levels of society.
This honors thesis applies semiotic and feminist methodologies to engage visual forms of media through art, film, and social media to challenge the social constructs of gender perpetuated and reinforced by dated stereotypes of gender and gendered behavior. First, the theoretical foundation will provide a framework for semiotic and feminist analysis of visual representations of gender in media. Then, I will present data representing the real-world impact that this social construction of gender has on adolescents in America using The State of Gender Equality for U.S. Adolescents, published by Plan International Inc. I will then bring together the explicated methodologies and evidential data alongside my own experiences as a female consumer of visual media to reveal alternative practices of looking that do not revolve around patriarchal norms, looking for a female gaze. In doing so, I hope to present recourse in the face of persistent use of sexist imagery across all levels of our culture and every medium of visual self-expression by providing tools that can be used to interrogate gendered perceptions and inform self-examination in pursuit of a feminist practice of looking.
ContributorsPreston, Phoebe Jane (Author) / Gaffney, Cynthia (Thesis director) / Kirsch, Sharon (Committee member) / School of Humanities, Arts, and Cultural Studies (Contributor) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
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
This paper outlines the development of a software application that explores the plausibility and potential of interacting with three-dimensional sound sources within a virtual environment. The intention of the software application is to allow a user to become engaged with a collection of sound sources that can be perceived both graphically and audibly within a spatial, three-dimensional context. The three-dimensional sound perception is driven primarily by a binaural implementation of a higher order ambisonics framework while graphics and other data are processed by openFrameworks, an interactive media framework for C++. Within the application, sound sources have been given behavioral functions such as flocking or orbit patterns, animating their positions within the environment. The author will summarize the design process and rationale for creating such a system and the chosen approach to implement the software application. The paper will also provide background approaches to spatial audio, gesture and virtual reality embodiment, and future possibilities for the existing project.
ContributorsBurnett, Garrett (Author) / Paine, Garth (Thesis director) / Pavlic, Theodore (Committee member) / School of Humanities, Arts, and Cultural Studies (Contributor) / School of Arts, Media and Engineering (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
My thesis argues Romanticism and feminism are utopian allies, and Romanticism, understood as a philosophical movement, should be recognized as an essential aspect of critical feminist theory. I claim feminism must be understood as holding an undischarged utopian potential, liberated and inspired by a dynamic neo-Romanticism. This critical discourse gives birth to Romantic-feminism, which reinterprets Romantic works and rereads feminist theory, cultivating their shared revolutionary aspirations. While the claim that feminism buoys Romanticism—potentially creating a space for a singularly genuine kind of Romantic thought—is fairly bold, the core of this project rests upon an argument of even greater magnitude: feminism is as in need of Romanticism as Romanticism is in need of feminism. In fact, feminism is in desperate want of the revolutionary, aesthetic, and utopian vision of Romanticism, and a reinvented, reinvigorated feminism capable of confronting grave contemporary issues will not be possible without philosophical and artistic Romantic influence. A dynamic and progressive feminism not only betters Romantic texts, but provides the only possible condition for the realization of genuine revolution within Romanticism as a whole . As such, the second half of this project focuses on close readings of three poems by 19th-century women: “On Being Cautioned Against Walking on an Headland Overlooking the Sea because it was Frequented by a Lunatic” by Charlotte Smith, “The Lily” by Mary Tighe, and “Lines of Life” by Letitia Elizabeth Landon. Approaching these Romantic works will necessitate an openness and welcoming of both tradition and the strange, a critical emphasis on intersectional feminist concerns, an innovative critique of modernity informed by Marxist and socialist thought, a willingness to transform (the text, the self, and the world), and revolutionary and utopian desires.
ContributorsGosse, Raelynn (Author) / Ramsey, Ramsey Eric (Thesis director) / Mann, Annika (Committee member) / School of Humanities, Arts, and Cultural Studies (Contributor) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Arizona and Florida are unique venues are they are the only two locations in the world to host the preseason leagues known as Spring Training for all thirty Major League Baseball teams. With fan bases willing to travel and spend disposable income to follow their favorite teams and/or escape the cold spells of their home state, the sports and tourism industries in Arizona and Florida have been able to captivate a status as top spring destinations. This study takes a focus on the economic impact that Spring Training in March has on the state of Arizona; specifically the Phoenix Metropolitan area. Consumer research is presented and a SWOT analysis is generated to further assess the condition of the Cactus League and Arizona as a host state. An economic impact study driven by the Strengths, Weaknesses, Opportunities & Threats (SWOT) analysis method is the primary focuses of research due to the sum and quality of usable data that can be organized using the SWOT structure. The scope of this research aims to support the argument that Spring Training impacts the host city in which it resides in. In conjunction with the SWOT analysis, third parties will be able to get a sense of the overall effectiveness and impact of Cactus League Spring Training in the Valley of the Sun. Integration of findings from a Tampa Bay sight visit will also be assessed to determine the health of the competition. This study will take an interdisciplinary approach as it views the topics at hand from the lenses of the consumer, baseball professional, and investor.
ContributorsOlden, Kyle (Co-author) / Farmer, James (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / T. Denny Sanford School of Social and Family Dynamics (Contributor) / College of Public Service and Community Solutions (Contributor) / Department of Information Systems (Contributor) / Department of Economics (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
It seems that we are incessantly scolded about the importance of the American political process and its virtue of practicality in contemporary society. Whether through the accumulation of the so-called facts about the issues that inform the veneration of the contest between candidates, the stern and noble duty of becoming an activist performing dreary tasks, or the religious fervor surrounding the sacred obligation of voting, we are assured and reassured that our system is sound and that we must only confront problems of implementation rather than structural ones. From here, the narrative goes that if we subscribe to the doctrine of exclusively employing the efficient, strictly rational, and the immediately realistic, we will almost assuredly succeed in persuading others toward producing the resolutions required to solve our shared challenges. Admittedly, these ideas serve a role in addressing the issues we face. However, when unaided by sophisticated and nuanced notions and applications of the fantastic, the beautiful, the ideal, the possible, the playful, the useless, in a word, dreaming, we foreclose the possibility of building a future that can qualitatively improve society and more meaningfully elevate our being-with-one-another in the world. Therefore, this work aims to validate the aforementioned claim by engaging in a critical, political, and hermeneutic exploration of what it means to dream against the backdrop of present-day American politics. It will honestly seek to analyze the prevailing notions of contemporary western thought and action to work on the way toward a new, yet latent, way of understanding. This understanding would fundamentally revolutionize the task of civilization as being grounded upon the appropriate channeling of our desires and dissatisfactions toward actualizing the projections of our imagination. Simply put, this project seeks to repudiate the mandate of work as toil and order as oppression to clear the way for envisioning a more suitable alternative.
ContributorsGoldsmith, Adam Jay (Author) / Ramsey, Ramsey Eric (Thesis director) / Gruber, Diane (Committee member) / School of Mathematical and Natural Sciences (Contributor) / School of Humanities, Arts, and Cultural Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
It is important to examine training programs for in-store associates in the specialty retail industry. The retail industry is strong right now, and growth is expected to be at 7% over the next 10 years. In the retail industry, the Internet poses a credible threat to brick and mortar stores, as many customers now prefer to shop online. To compensate for this, storefronts need to provide an increasingly exceptional in-store experience to drive sales and maintain customer relationships. Creating excellent training programs for in-store associates is the best way in which to improve the relationship between the customer and the associate and create an excellent store experience. Strong associate training programs have numerous benefits to the overarching organization. An employee that feels confident and competent in their job is more engaged at work. Engaged employees are less likely to quit than average, which means a strong training program can save a company turnover costs and loss of institutional knowledge. Additionally, an engaged associate is more likely to exert extra discretionary effort, which increases operational efficiency. Ultimately, an engaged employee will strengthen the service profit chain and create a better overall experience for the customer. When creating a training program it is important to take into account the learning preferences of the company's associates. Millennial learners prefer working in groups, integrated technology, and lessons that are applicable to real life. Generation X learners are self-sufficient and view time as a luxury. They expect material to be straightforward and concise. Additionally, when creating a training program it is important to benchmark programs within and outside of the operating industry. REI has a comprehensive training program that focuses on connecting employees to the mission of the company as well as in-depth product knowledge. Macy's recently overhauled its training program to include more face time with managers and semi-annual refresher trainings. Ritz-Carlton, a step outside of the retail industry, provides legendary training where employees receive over 250 hours of training in the first year alone. Ritz-Carlton employees are highly engaged and autonomous in their work, which leads to an excellent hotel experience. Using my internship as a field study, I share some important results from work with a Fortune 400 specialty retailer headquartered in the Phoenix Valley. Here I examine the associate and customer relationship with the aim of improving the in-store experience. Through benchmarking, associate interviews, and data analysis I am able to recommend a long-term vision for training at the organization where up-to-date product information is accessible in the aisle and overall knowledge well rounded through buddy shift programs and cross-training. My overall recommendation for the specialty retail industry is to take a holistic approach to training. I advocate looking at training programs from multiple perspectives including learning preferences, employee motivations, and corporate culture. Additionally, holistic training means that a company educates and trains associates in all areas of the business through cross-training and buddy shifts. Holistic training will create an engaged work force and improve the customer experience.
ContributorsHouts, Madeline Kirby (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Management (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05