Matching Items (425)
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
This thesis will examine the recruitment process of educated millennials coming from four-year institutions to their first job out of college. When referring to millennials throughout my research, I am specifically focusing on current college graduates in order to better relate to my own experiences as a soon-to-be-graduate seeking a job. I will examine the various recruiting techniques, i.e. channels to connect with graduates, and the hiring and interview process as a whole. This thesis will also discuss the challenges and differences of recruiting millennials versus other generations. It will also discuss the latest trends in college and early talent recruiting. In order to do this, I conducted a number of in-depth interviews with recruiters and hiring managers from various companies that recruit heavily from Arizona State University (ASU), in order to determine what these companies have done to be successful among young college graduates. I aimed to identify the specific techniques that these companies use to connect with recent college graduates, what skills these firms are looking for, and what the hiring process looks like for new millennial employees. I also conducted an extensive online literature search about recruiting educated millennials in the workforce, and I used that information as a basis to form my interview questions. The interviews were meant to confirm or deny that research, but the interviewees also revealed many new trends and insights. I hope that this information will be beneficial not only to college seniors seeking first-time employment, but also to other companies who feel that they are struggling to capture young talent.
ContributorsCapra, Alexandria Luccia (Author) / Kalika, Dale (Thesis director) / Eaton, Kathryn (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
ASU's international student population has been growing exponentially in the last few years. Specifically, the fastest growing group has been international students from China. However, many of these students are arriving with inaccurate expectations of life at an American university. Furthermore, prospective students in China that have a desire to attend school in the U.S. are struggling to find a university that is affordable and respected. There is a huge opportunity for ASU to reach this market of students and increase their enrollment of international Chinese students. Our project aimed to create advertisements of ASU that target international Chinese students and their parents. The purpose of our project is to provide inspiration that ASU can utilize to create a professional marketing campaign to target this population of potential students.
ContributorsKagiyama, Kristen (Co-author) / Le, Alethea (Co-author) / Chien, Hsui Fen (Thesis director) / Chau, Angie (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / School of International Letters and Cultures (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This project seeks to investigate the ways in which the W.P. Carey School of Business, at Arizona State University, can improve student retention and engagement efforts. The analysis is being completed through an audit of the business school's current efforts towards student engagement, an examination of the internal and external environments of business schools across the nation, and a review of scholarly data/research on student retention risk factors and methods for improving engagement. The study highlights what exactly contributes to the success of the W.P. Carey School of Business, concluding with recommendations for how its engagement and retention efforts can be further improved to continue to serve students at a nationally ranked level.
ContributorsStinger, Rio W. (Author) / Hillman, Amy (Thesis director) / Mader, Michael (Committee member) / Division of Teacher Preparation (Contributor) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Fringe: Abstract Fringe is a feature length screenplay and a work of original science fiction. The story takes place in the future, on a planet far from Earth but it is told from the human perspective and is meant to draw into question many issues present in society today: prejudice, hatred, multiculturalism, war, and social division. The screenplay seeks to pose an allegorical relationship between the humanity living on the planet, and the enemies they face, and the present day conflict between America and the Middle East or ISIS. The story follows Miles as he is forced to ally with his sworn enemy, the Lue, and learn to fight together to save his world from destruction. Miles begins the film bitter, resentful, and filled with prejudice towards his foes, much like a majority of Americans today. Instead of focussing on that conflict though, my story unites these two bitter enemies and asks them to put aside their violent and hateful pasts to fight a new, more powerful foe together. As the events unfold my characters learn that their enemies can be just like them and that they have something valuable to offer their world. My screenplay is about finding commonality with the enemy, on both sides of a conflict. By the end of my tale, Miles learns that there is good to be found in the world, even in his sworn enemies, if he looks close enough. It may seem like an archetypal plot on the surface but I worked hard to create a world that has not been seen in film before, an original science fiction universe that can bring these issues into the light and entertain an audience while doing so. I feel that my screenplay does just that, offering entertainment with and edge of social commentary, and stays true to the science fiction form.
ContributorsTrcic, Colton Walker (Author) / Maday, Gregory (Thesis director) / Bernstein, Gregory (Committee member) / WPC Graduate Programs (Contributor) / W. P. Carey School of Business (Contributor) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The January 12, 2010 Haiti earthquake, which hit Port-au-Prince in the late afternoon, was the cause of over 220,000 deaths and $8 billion in damages \u2014 roughly 120% of national GDP at the time. A Mw 7.5 earthquake struck rural Guatemala in the early morning in 1976 and caused 23,000-25,000 deaths, three times as many injuries, and roughly $1.1 billion in damages, which accounted for approximately 30% of Guatemala's GDP. The earthquake which hit just outside of Christchurch, New Zealand early in the morning on September 4, 2010 had a magnitude of 7.1 and caused just two injuries, no deaths, and roughly 7.2 billion USD in damages (5% of GDP). These three earthquakes, all with magnitudes over 7 on the Richter scale, caused extremely varied amounts of economic damage for these three countries. This thesis aims to identify a possible explanation as to why this was the case and suggest ways in which to improve disaster risk management going forward.
ContributorsHeuermann, Jamie Lynne (Author) / Schoellman, Todd (Thesis director) / Mendez, Jose (Committee member) / Department of Supply Chain Management (Contributor) / Department of Economics (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Traditional educational infrastructures and their corresponding architectures have degenerated to work in opposition to today's scholastic objectives. In consideration of the necessity of formal education and academic success in modern society, a re-imagination of the ideal educational model and its architectural equivalent is long overdue. Fortunately, the constituents of a successful instructional method exist just outside our windows. This thesis, completed in conjunction with the ADE422 architectural studio, seeks to identify the qualities of a new educational paradigm and its architectural manifestation through an exploration of nature and biophilic design. Architectural Studio IV was challenged to develop a new academic model and corresponding architectural integration for the Herberger Young Scholars Academy, an educational institution for exceptionally gifted junior high and high school students, located on the West Campus of Arizona State University. A commencing investigation of pre-established educational methods and practices evaluated compulsory academic values, concepts, theories, and principles. External examination of scientific studies and literature regarding the functions of nature within a scholastic setting assisted in the process of developing a novel educational paradigm. A study of game play and its relation to the learning process also proved integral to the development of a new archetype. A hypothesis was developed, asserting that a nature-centric educational model was ideal. Architectural case studies were assessed to determine applicable qualities for a new nature-architecture integration. An architectural manifestation was tested within the program of the Herberger Young Scholars Academy and through the ideal functions of nature within an academic context.
ContributorsTate, Caroline Elizabeth (Author) / Underwood, Max (Thesis director) / Hejduk, Renata (Committee member) / De Jarnett, Mitchell (Committee member) / The Design School (Contributor) / W. P. Carey School of Business (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The vastly growing field of supercomputing is in dire need of a new measurement system to optimize JMRAM (Josephson junction magnetoresistive random access memory) devices. To effectively measure these devices, an ultra-low-noise, low cost cryogenic dipping probe with a dynamic voltage range is required. This dipping probe has been designed by ASU with <100 nVp-p noise, <10 nV offsets, 10 pV to 16 mV voltage range, and negligible thermoelectric drift. There is currently no other research group or company that can currently match both these low noise levels and wide voltage range. Two different dipping probes can be created with these specifications: one for high-use applications and one for low-use applications. The only difference between these probes is the outer shell; the high-use application probe has a shell made of G-10 fiberglass for a higher price, and the low-use application probe has a shell made of AISI 310 steel for a lower price. Both types of probes can be assembled in less than 8 hours for less than $2,500, requiring only soldering expertise. The low cost and short time to create these probes makes wide profit margins possible. The market for these cryogenic dipping probes is currently untapped, as most research groups and companies that use these probes build their own, which allows for rapid business growth. These potential consumers can be easily reached by marketing these probes at superconducting conferences. After several years of selling >50 probes, mass production can easily become possible by hiring several technicians, and still maintaining wide profit margins.
ContributorsHudson, Brooke Ashley (Author) / Adams, James (Thesis director) / Anwar, Shahriar (Committee member) / Materials Science and Engineering Program (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Today, successful design is not only pleasing to the eye but may also help to manage social behaviors which can lead to increased satisfaction and increased revenue for clients. Designers function as problem solvers to provide solutions to challenges certain spaces face promoting or driving desired human interaction through effective design of the built environment. The experience-based economy of the 21st century prompts companies to attempt to stage an experience by connecting on a personal level with consumers in order to create value and support consumer needs. In experience-based design, interior design embraces social psychology by structuring the built environment to function as a tool to manage social interactions. Due to the nature of the human animal, social interactions in turn alter the culture of a specific place in an iterative process. Through this dynamic relationship, interior design can seek to either support the culture or function of a place and its users or work to effect change.
ContributorsMarcolla, Patrice Marie (Author) / Bernardi, Jose (Thesis director) / Bochart, Sonja (Committee member) / W. P. Carey School of Business (Contributor) / The Design School (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05