Matching Items (314)
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
During the 1970's to 90's, scholars in the fields of Jewish Studies, anthropology and sociology (notably, Hellen Epstein, Larry Langer and Yosef Yerushalmi), developed the idea of generational trauma theory, when analyzing the trauma inflicted upon European Jewish populations during the Holocaust. Epstein argues that trauma is passed down from generation to generation, while Langer argues that the second generation interprets the trauma in their own way. Other important terms in trauma theory include liturgical time, sites of memory, historical trauma and the historical trauma response. Scholars who analyze American Indian communities, like Yellow Horse Brave Heart and Durran/Durran, readily took up this theory, applying it to the Native American experience. One area where this theory has been applied to is the Native American Boarding School experience. The purpose of this paper is to analyze the efficacy of applying the post-Holocaust trauma theory to the Native American boarding school experience. In order to determine the effectiveness of the boarding schools, one must analyze the boarding school experience, beginning at the philosophical underpinnings of the boarding school, and then discussing the impacts that the boarding schools had on the students and finally, the impact that this had on the second generation. However, this approach has a number of flaws, such as the differences between native communities and post-Holocaust, American, Jewish communities, as discussed in the Philosophy of American Indian Studies. The length of the boarding schools was also longer than the length of the Holocaust. The fact that Native Americans faced repeated trauma, in a way that post-Holocaust American Jews did not. The trauma also changed for both native peoples and post-Holocaust Jews, making it difficult for there to be a single response to trauma. The philosophical bases of the Holocaust and boarding schools were also different. The post-Holocaust generational trauma approach also has a number of applications to native peoples. This includes the psychological aspect of trauma. The use of terminology by native scholars. Native peoples also developed concepts like sites of memory and liturgical time. Finally, both the post-Holocaust Jewas and Native Americans have used trauma for political ends. The conclusion is that post-Holocaust generational trauma theory has some applications to native peoples, but the application is limited. A scholar must take into careful consideration the native peoples who they are working with.
ContributorsMongeau, Michael Philip (Author) / Benkert, Volker (Thesis director) / Riding In, James (Committee member) / School of Historical, Philosophical and Religious Studies (Contributor) / American Indian Studies Program (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
Sigmund Freud's psychoanalytic theory proposes that the personality has three components, the id, superego, and ego. The id is concerned with pleasure and gain, the reason it is often identified as a human's animalistic side. Additionally, the id does not consider social rules as closely and is the uncensored portion of the personality. The superego is the id's opposite; the superego considers social expectations and pressures immensely, is more self-critical and moralizing. The ego mediates the id and superego, and is understood as the realistic expression of personality which considers both the "animal" and human. A Fractured Whole: A Collection of Short Stories, explores Freud's construction of human personality in both form and content. Within the collection are three sections, each with a different pair of characters. Within each section, the same scene is written in the three "modes" of the id, superego, and ego, as three separate stories. The fifteen stories comprising this collection address the substance of daily life: sexuality, body image, competition, among other topics, to consider how a single person can balance the desires for personal pleasure and to satisfy social expectations. Writing the same scene in three "modes" allows for the observation of how the characters attitudes and actions alter under the influence of different parts of their personalities.
ContributorsOtte, Aneka (Author) / Sturges, Robert (Thesis director) / Bryant, Jason (Committee member) / School of Historical, Philosophical and Religious Studies (Contributor) / Department of English (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Since Dylan Roof, a white supremacist, shot and killed nine members of a black church in Charleston on June 17, 2015, Confederate symbols have stood at the center of much controversy across the United States. Although the Confederate battle flag remains the most obvious example, the debate took a particular form in Tennessee, centering on the image of General Nathan Bedford Forrest. Born in 1822 to a poor family, he left school early to work. Although his work in the slave trade made him a millionaire, his later participation in the massacre of over 300 black soldiers at Fort Pillow in 1864 during the Civil War and association with the Ku Klux Klan cemented his reputation as a violent racist. Yet, many white Tennesseans praised him as a hero and memorialized him. This thesis examines Nathan Bedford Forrest State Park in Benton County and Forrest Park, now Health Sciences Park, in Memphis to examine what characteristics denote a controversial memorial. Specifically, I focus on the physical form, the location, and the demographics of the area, investigating how these components work together to give rise to controversy or acceptance of the memorial's image. Physical representations greatly impact the ideas associated with the memorial while racial demographics affect whether or not Forrest's representation as a hero speaks true to modern interpretations and opinions.
ContributorsFish, Caroline Rose (Author) / Longley, Rodney (Thesis director) / Suk, Mina (Committee member) / School of Historical, Philosophical and Religious Studies (Contributor) / School of Politics and Global Studies (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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 thesis explores the intersection of religion, social class, and politics during the late nineteenth century in Imperial Germany. Specifically, the focus of this work is on the Workers' Association of Saint Paul's in Aachen and Burtscheid, a Catholic working-class organization in the 1870s located in the city of Aachen, a rapidly industrializing city in the majority Catholic Prussian Rhineland. This organization was the largest Catholic working-class association in Germany in the 1870s, reaching 5,000 members by the middle of the decade, and also espoused the politics of Christian Socialism. This thesis explores the intersection of the possibly competing social identities of these workers between being Catholics and workers. To start, the scholarly framework of studying society and politics in Imperial Germany is discussed, especially the concept of rigidly constructed social milieus into five groups, two of them being the Catholics and the working-class, and how this work may suggest a challenge to this concept. Next, the background information of how a Catholic working-class came into existence, as it was the product of simultaneous nineteenth century processes of industrialization and a religious revival among German Catholics. The Kulturkampf was the force that politicized Catholicism in Germany, as the persecution of Catholic institutions by Prussia forced Catholics into a social and political "ghetto." Then, the Association of St. Paul's itself is discussed. First, the workers espoused their Catholic identity and religious solidarity during a time of persecution, but also emphasized the Christian basis for their brand of Socialism. This lent into their identity as part of the working-class. While they steadfastly rejected the "godlessness" of Social Democracy, the Christian Socialists also shared many similar social and political goals. This intersection between identities eventually led to political conflict in Aachen throughout the 1870s with the mainstream, bourgeois Catholics of the city. To conclude, the legacy of Christian Socialism on modern Germany is discussed, as well as its contribution to the complex politics of Imperial Germany.
ContributorsHarkness, John Hosea (Author) / Benkert, Volker (Thesis director) / Holian, Anna (Committee member) / School of Politics and Global Studies (Contributor) / School of International Letters and Cultures (Contributor) / School of Historical, Philosophical and Religious Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Abstract. The term "sex trafficking" can mean many different things, depending on who uses it. To some, it may be synonymous with prostitution. To others, it may equate to slavery. And some may find that sex trafficking differs from both slavery and prostitution. But I find that the term "sex trafficking" is used improperly when referring to phenomena that may not entail the violation of rights of any individual involved. For this reason, various definitions of "sex trafficking" may inappropriately conflate sex trafficking with prostitution. In this essay, I argue against such a conflation through supporting a rights-based approach of defining "sex trafficking," in which every instance of true sex trafficking necessitates a violation of someone's rights. First, I begin by laying the foundation of my discussion with definitions and various government and non-government uses of the term "sex trafficking." Then, I argue for the rights-based approach. I proceed to explore how the rights-based approach relates to consent, force, coercion, deception, and competence. Then, I compile my findings, synthesize a definition, and elaborate on a few questions regarding my definition. Using the term "sex trafficking" correctly, as I argue, means that we necessarily use the term in a context of a violation of rights.
ContributorsMiller, Isaac Jonathan (Author) / de Marneffe, Peter (Thesis director) / McGregor, Joan (Committee member) / School of Historical, Philosophical and Religious Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Popular Culture of today, particularly books and movies have begun to influence the way individ- uals and society as a whole, views specific concepts. In this case, the fairly recent phenomenon of the Sci- ence Fiction Drug Niche has produced significant thought among audiences as to both the benefits and costs of cognitive enhancers in our world. Through the use of both a thorough analysis of modern films and novels on the topic as well as focus groups of the average college students this study analyzes the influence that this niche has had on the perceptions that students have towards the use of such cognitive enhancements. Small groups of students were shown the same film: Limitless, and discussion after the film displayed the students thoughts and attitudes towards the ideas shown in the film. Limitless itself falls into this Science Fiction drug niche and discusses both benefits and harms of chemical cognitive enhancement. The study indicates that audiences have thought not only about the issues that may arise with the presence of cognitive enhancement in our world but also the possible benefits of this enhancement. The results go even further to preliminarily show that there are common thoughts that arise in such situations. These common ideas that arise show, at least on a very basic level, that the presence of these Science Fiction Drug-inspired works are influencing the way audiences perceive the use of cognitive enhancement as well as influencing what doubts, questions, hopes, and fears arise from these pharmaceuticals. This preliminary study could use further research to ana- lyze the effects of popular culture on perceptions of cognitive enhancement and pharmaceuticals to alter consciousness.
ContributorsSyed, Mariha Batool (Author) / Zachary, Gregg (Thesis director) / Hurlbut, Ben (Committee member) / School of Historical, Philosophical and Religious Studies (Contributor) / School of Molecular Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Since the passage of the Federal Election Campaign Act Amendments of 1974 (FECA) up until the most recent election in 2012, presidential campaign funds have risen over five hundred percent. While money has always been an essential and critical part of any political campaign, this rise has been drastic and continues to increase at a higher rate with every election cycle, even when the numbers are adjusted for inflation. The purpose of this paper is to examine this continuous increase in cost of presidential campaigns and to analyze the different pieces that have contributed to this rise. The main pieces include two Supreme Court cases: Buckley v. Valeo and Citizens United v. Federal Elections Commission, the rise and fall of federally regulated public funding and the various pieces of a presidential campaign that have considerably higher ticket prices with each election cycle. This paper first goes through both Buckley and Citizens, describing what each Supreme Court decision did and how they effected how much money can be spent in a presidential campaign and by whom. The paper then examines each presidential election since the passage of FECA in 1974 through the last election with President Barack Obama and Mitt Romney in 2012. Each election cycle is broken down to show how much money was spent by each candidate and the Republican and Democratic National Committees, whether or not the money was received through public funds or raised privately, and subsequently the percentages of where the money was spent. While the examination of the Court cases helps to understand why so much money can be donated and contributed directly to campaigns or spent on behalf of a presidential candidate, the breakdown of where the money is spent including advertising, travel, staff salaries etc. helps to show why a presidential campaign costs over five hundred percent more today than it did forty years ago. By understanding this increase, how it was caused and where the money is going, it is more feasible to comprehend whether or not campaign finance reform should be proposed and if so, how it should be brought about.
ContributorsColby, Mikaela Nicole (Author) / Critchlow, Donald (Thesis director) / Shair-Rosenfield, Sarah (Committee member) / School of Historical, Philosophical and Religious Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05