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- Creators: Department of Marketing
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Description
In today’s society we see an increasing amount of food being wasted because of impractical aesthetic production standards and idealistic consumer standards. Unrealistic ideals regarding outward produce appearance drive these standards. As imperfect, ugly produce waste is on the rise, further research on what drives consumer preferences is necessary to combat this growing issue. Variations in outside appearance deem produce imperfect despite its perfectly normal interior quality. In this research, I will explore whether a market segmentation variable such as political ideology drives purchase for imperfect, inferior produce. I will also explore whether a balance salient condition, indicated through balance-oriented slogans, drives purchase for imperfect, inferior produce. I will study the differences between vertical differentiation and horizontal differentiation as they relate to consumer identity. I will also study how all consumers, in particular conservatives, utilize balance motive and compensatory reasoning to justify their purchasing decisions. In a polarized society with dominant political identities, marketers can more easily target consumers through their political opinions. By understanding consumers’ ideology, marketers can improve marketing efforts that will ultimately better appeal to their rationale. Through a pretest measuring how many oranges were taken in balance-oriented conditions and a main field study, I investigate how political ideology plays a role in influencing the number of imperfect, inferior oranges taken. I also investigate how balance salient conditions play a role in influencing how many imperfect, inferior oranges consumers will take. This study opens doors for future research to further investigate how political ideology and balance salient conditions may impact consumer preference for imperfect, unattractive produce items.
ContributorsGoldhirsch, Julia (Author) / Lisjak, Monika (Thesis director) / Mandel, Naomi (Committee member) / Department of Marketing (Contributor) / Department of Psychology (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Self-discrepancies motivate consumers to reduce the discrepancy’s negative effects by seeking products that make them feel better. Consumers use various strategies to mitigate these effects through within-domain purchases, across-domain purchases, or purchases designed to distract. Currently, there is a gap in the literature regarding how consumers trade off various compensatory consumption strategies when they face the option to evaluate different strategy at the same time. Through the current research presented here, as well as two proposed studies, I aim to find that people prefer escapism products and services (versus direct resolution and fluid consumption) when faced with a self-discrepancy. I address the literature gap by proposing studies for a mediator (working memory capacity) and a moderator (ease of the solution) on this relationship. This phenomenon occurs because self-discrepancies decrease working memory capacity (cognition): when cognitive resources are low, people will tend to prefer affective stimuli (escapism products). Finally, I plan an experiment to show that difficulty moderates this relationship. When the relative difficulty of the escapism solution is high, participants may be more likely to choose a different, relatively easier strategy. The current findings and suggested future studies contribute to the literature on compensatory consumption, escapism, and working memory capacity.
ContributorsForman, Jacob Reuben (Author) / Mandel, Naomi (Thesis director) / Lisjak, Monika (Committee member) / Department of Marketing (Contributor) / Department of Psychology (Contributor) / Department of Economics (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Impostor syndrome is a psychological experience where an individual doubts their own successes and achievements, even with supporting evidence of their legitimate skill. Although there is plenty of research on impostor syndrome in the workplace and post-graduate programs, there is less information on undergraduate students especially at an inclusive, large, public university. As a student at ASU, I have both experienced and seen others experience a feeling of intellectual phoniness in classes which can lead to insecurity and fear of humiliation. Especially in students who are different than their peers, interacting with faculty and other students can cause unnecessary stress because they see themselves as underqualified.
My research will aim to address what impostor syndrome looks like at ASU and which groups of students are affected by it most. Impostor syndrome can manifest in insecurities and behaviors that make collegiate success more difficult, such as less class participation or a hesitation to attend office hours. Professors can inadvertently add to the issue by creating a classroom culture that caters more towards the traditional, often white male, student in their major, especially in majors where the faculty demographics are not similar to the student demographics. I hope that bringing light to impostor syndrome at ASU can help professors understand why some students may participate less or perform differently. Also, I want to help students who do experience insecurity or feel different understand what impostor syndrome is and that they are not alone in their experiences.
In particular, this study can shine light on areas of study that have less diversity. Many studies have indicated that STEM majors are extremely less diverse than national averages. The National Science Foundation found that woman only made up 30% of engineering and computer science degrees and racial minorities were less than 15% of engineering, math, and physical science degrees in 2013 (NSF, 2014). While pre-college interest may play a part in lower enrollment among traditionally underrepresented students, I believe that STEM professors must also take responsibility for encouraging or discouraging all students to continue studying after taking their classes. The results of my survey may indicate that some demographics feel uncomfortable speaking in class or attending offices hours, which are behaviors professors can go out of their way to make less intimidating.
My research will aim to address what impostor syndrome looks like at ASU and which groups of students are affected by it most. Impostor syndrome can manifest in insecurities and behaviors that make collegiate success more difficult, such as less class participation or a hesitation to attend office hours. Professors can inadvertently add to the issue by creating a classroom culture that caters more towards the traditional, often white male, student in their major, especially in majors where the faculty demographics are not similar to the student demographics. I hope that bringing light to impostor syndrome at ASU can help professors understand why some students may participate less or perform differently. Also, I want to help students who do experience insecurity or feel different understand what impostor syndrome is and that they are not alone in their experiences.
In particular, this study can shine light on areas of study that have less diversity. Many studies have indicated that STEM majors are extremely less diverse than national averages. The National Science Foundation found that woman only made up 30% of engineering and computer science degrees and racial minorities were less than 15% of engineering, math, and physical science degrees in 2013 (NSF, 2014). While pre-college interest may play a part in lower enrollment among traditionally underrepresented students, I believe that STEM professors must also take responsibility for encouraging or discouraging all students to continue studying after taking their classes. The results of my survey may indicate that some demographics feel uncomfortable speaking in class or attending offices hours, which are behaviors professors can go out of their way to make less intimidating.
ContributorsLevine, Olivia (Author) / Kittilson, Miki (Thesis director) / Simhony, Avital (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The National Hockey League is the highest league of hockey in the world. They have the highest attendance percentage out of the four major sports in North America (National Football League, National Basketball Association, Major League Baseball). However, the NHL is lacking insurmountably in the media rights revenue space compared to these other three major sports leagues in the United States. This paper is designed to find innovative solutions to remedy this problem, by incorporating the new Puck and Player Tracking technology into the television and streaming broadcasts. We first identified the core values of fans and their consumption habits and behaviors. We obtained an interview with the Senior Hockey Writer for ESPN, Greg Wyshynski, on the development and implementation of Puck and Player Tracking technology. From there, we created a survey to gauge the consumer perception of the Puck and Player Tracking technology, which allowed us to perform analytical tests to determine the best possible implementation strategy for the PPT technology into broadcasts. Using statistical testing methods, we identified that survey respondents found the least invasive augmented broadcast element was a small, gray puck trail displayed on the ice. From these findings, we proposed that the ideal implementation of the Puck and Player Tracking technology into television broadcasts should feature this element in all future traditional NHL television broadcasts and the player statistical broadcast should be offered as a second screen streamed broadcast. This implementation, compounded with other factors in the upcoming NHL media rights negotiations, creates a more valuable television product, which in turn will lead to a more competitive media rights deal.
ContributorsDiluchio, Ryan Patrick (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Sports have always incited an emotional response in fans unlike anything else and creates a special relationship between fans and their favorite sports team. However, in the current age, attendance numbers have started to fall, due to games being available on multiple platforms for viewers to watch in their own homes, along with the increased competition in the entertainment industry. Teams are seeking new ways to leverage that relationship with their fans in order to draw fans into their games. This study will look at the history of fandom and reasons why people remain loyal to “their team” year after year. In turn, fan loyalty and increased attendance translates to increased revenue for teams across all sports. As part of this study, existing literature was reviewed covering the following areas of fandom: fan loyalty, memory association, and team actions that will impact fans. This research will aid in developing hypotheses to test on why fans remain fans and how their fan dedication develops. A questionnaire was then developed to find the reason why a fan is so dedicated to their favorite team. Respondents are asked to self- identify as a fan type in order to quantify the label of “fan” and build a deeper analysis within the questions being asked. The three fan options are diehard, casual and social fans. The following analysis explored why people are fans and what factors influence their level of fan loyalty. From that, recommendations were developed for professional sports teams to take advantage of the factors found in the analysis. The hope is that they will be able to translate psychological factors and an emotional connection into a concrete strategy to drive ticket sales and revenue.
ContributorsTassinari, Isabella (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This paper examines the fundamental problem statement of: How can the hotel & resort industry resist and overcome the new competitive challenge that the sharing economy and Airbnb have imposed on it? This wasn’t a problem up until this past decade, as hotels had long been the world’s main solution for individuals looking for a place to stay in exchange for a fee. That has changed nowadays as the rise of the sharing economy has created a new, fast-growing demand for Airbnb in the hospitality industry. We have witnessed powerful companies die as a result of not taking disruptive technology seriously, as seen with Blockbuster and Kodak; however, we have also seen impressive reactions to disruptive technology in other cases such as Walmart and Alibaba that use it to enhance the customer experience. Hotels arose from humble beginnings and progressively became more than just a place to sleep. This is evidenced by the progression from 16th century humble inns to large luxury hotels in the 19-20th century to many hotels being significant tourist attractions themselves nowadays. While some factors such as security, hygiene, and consistency currently remain on the hotel industry’s side, the main factors fueling the growth of Airbnb are closely tied to consumer preferences and Airbnb’s ability to create unique, authentic experiences. A questionnaire with 756 responses from ASU students was conducted for this project’s primary research. The results concluded that this demographic travels often, slightly prefers hotels over Airbnb, and values location, convenience, and cost the most. Results were consistent with findings discussed in literature, since the bulk of respondents said they look at Airbnb for low-cost options and hotels for high-end options. Hotels reign supreme in the high-end market and benefit from their location and convenience factors, but Airbnb might have an opportunity to leverage their attractive capabilities while also incorporating some of hotels’ best aspects. This can cause the preference of hotels over Airbnb to diminish further going forward. Hotels can combat Airbnb in multiple ways. One is for hotel chains to customize more hotels to fit the local destination like Airbnb rather than keeping a more standardized vibe and design across all locations. Another is to continue focusing on creating unmatched service experiences in the high-end market that are hard for Airbnb to replicate. A third one is to implement more competitive pricing relative to Airbnb during peak seasons across different cities. Finally, given the increased awareness on hygiene and health that the COVID-19 crisis will likely bring after the pandemic, hotels should put greater emphasis on their hygiene factor when conducting publicity efforts, since this remains in favor of hotels rather than Airbnb and can attract customers who are still reeling with fear from the pandemic. All of this can help hotels to retain their crucial competencies while leveraging Airbnb’s competencies to create an incredible customer experience that is the best of both worlds. All of it prevent the hotel industry from going down a darker path than it has gone through before.
ContributorsValenzuela Gallardo, Juan (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This thesis explores virtuosity as it applies to the following five clarinet works: Grand Duo Concertant by Carl Maria von Weber, Solo de Concours by André Messager, Caprice by Anders Koppel, Live Wire by Theresa Martin, and The Bangui Anomaly by Eric Mandat. By detailing the clarinet’s development, including its creation in the early 18th century and key innovations over the next several hundred years, the histories of several key clarinet manufacturers are described to further analyze the innovation of music at the time. This background is necessary to understand the foundation of the clarinet and how virtuosity is tied closely to its mechanical development. Based on this fundamental information, virtuosity is comprised of three pillars: technical proficiency, musicianship, and recognition. In order for a piece or performer to be considered virtuosic, they must exemplify all three pillars. Technical proficiency applies to physically manipulating the instrument, including finger agility, articulation, voicing, dynamic and intonation control, among others. Musicianship further describes personal interpretation within stylistic boundaries, and the ability to implement interpretive judgement. Finally, recognition serves as esteemed acknowledgement from a panel of field critics. Accompanying this paper is a creative performance recording of the five aforementioned clarinet pieces, demonstrating virtuosity through a wide range of musical genres and eras.
ContributorsGraf, Selena (Author) / Gardner, Joshua (Thesis director) / Spring, Robert (Committee member) / School of Music (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Who would imagine that playing games is considered as a sport and became one of the most popular sports in the world? Who would imagine that over 100 million people watch someone else playing a game 10 years ago? Maybe even 5 years ago a lot of people did not believe that many people were watching one Esports championship series in the world in 2019. I believe that most people would not believe that fact. Nowadays the gaming industry has become 134 billion dollars industry (Warman), but most of the general public does not even know that Esports is a globally popular sport. The uniqueness of Esports is that fans are located everywhere in the world, unlike American football. This sport’s popularity is borderless and there are not that many sports leagues that have a huge global fan population in the sports industry. The reason Esports was able to capture popularity from everywhere in this world is because the gaming community is often beyond the border. For example, a person who lives in South Korea is teaming up with a man whom he has never met in person before and fighting against the players who are living on the other side of the world in a single match. This is how modern gaming society is. Those players are physically existing in different places, but there is no border that exists in this gaming virtual world and people are playing in the same match with the players who live in different places. This is one thing that we are not able to see in the traditional sports and the biggest strength of the Esports. The uniqueness of Esports is that all the players do not need to physically get together to play a game. If you want to play soccer, obviously all the 22 players need to be in the same field physically. People do not have a sense of local attachment from the beginning in the world of modern Esports because the gaming community is existing in the virtual world and the border does not exist in this virtual community. This unique environment is one of the biggest factors that makes Esports the fastest growing sport in the entire sports industry these days, and this rapid growth is supported by those younger gamers. Esports is still a new sport compared to other traditional sports, so they will follow a similar or different path that traditional sports took and will be part of those popular leagues in the future.
ContributorsSannomiya, Akie (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
While growing up, I was placed into dance classes, dance started out as a hobby, but as I grew up it became a way for me to escape from the struggles life itself brings. While I was taking a dance culture class at Arizona State University, I stumbled across research that revealed that dance does not just help people like myself, but it also has the ability to help those with more difficult life-altering situations like Parkinson’s Disease. With having about 970 million adults aged 65 years old and up (United Nations), around 10-million of these individuals have Parkinson’s Disease (PD) (Parkinson’s New Today). With these large numbers, Parkinson’s is the second leading neurodegenerative disease worldwide (Parkinson’s News Today) behind Alzheimer’s. Parkinson’s is a motor system disorder that affects the production of dopamine in one’s brain (Harvard). With the current treatment of PD being medication as well as surgical therapy based on the severity of each patient (Parkinson’s Foundation), there is one form of treatment that has been tested but not certified, partnership dancing. The way that partnership dance benefits those with Parkinson’s Disease is by using many areas of the brain to facilitate dopamine production. The four main areas used are the motor cortex, the somatosensory, the basal ganglia, and lastly the cerebellum (Harvard). With the vast amount of existing research, as well as the information gained through secondary research, I feel as though there needs to be a study to open the development of partnership dance as a therapy modality for those with many of the forms of degenerative mental diseases. Although unable to put on this research, I have outlined what this study could look like to be continued in the hopes of having partnership dance become a certified form of therapy for those with Parkinson’s Disease.
ContributorsMillar, Cayla Briann (Author) / Caves, Larry (Thesis director) / Kaplan, Robert (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The US Department of Homeland Security has routinely identified terrorism as the largest threat to the security and prosperity of the United States and as a result, the US Government has devoted significant military, monetary, and law enforcement resources to safeguarding our country against terror attacks. When most people Americans think about terrorism, the first thing that pops into their heads are Islamic groups such as ISIS, Al Qaeda, and the Taliban. However, right-wing domestic terrorist groups continue to operate within the United States but seem to draw little attention from both the US government and the public. This paper will use data collected by several United States government agencies as well as private research databases to investigate if radical Islamic terrorists or right-wing domestic terrorists pose a greater threat to the security of the United States and its citizens. It is hoped that the data gathered will inform the readers about various terrorist organizations and provide valuable insights into what areas require more resources and attention as well as what changes should be made to increase our ability to safeguard our country against all terrorist threats.
ContributorsBennett, Hunter (Co-author) / Baker, Jake (Co-author) / den Heyer, Garth (Thesis director) / DeMarino, Anthony (Committee member) / Department of Marketing (Contributor) / School of Criminology and Criminal Justice (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Department of Military Science (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05