Matching Items (14)
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Description
This project investigates how experiences colleges create for admitted students impact students' excitement for, satisfaction with, and likelihood to attend the college, analyzed by different subgroups, and how non-yielded students compare their college selection to W. P. Carey on various metrics. This study found that top admit students were less

This project investigates how experiences colleges create for admitted students impact students' excitement for, satisfaction with, and likelihood to attend the college, analyzed by different subgroups, and how non-yielded students compare their college selection to W. P. Carey on various metrics. This study found that top admit students were less likely to attend, less satisfied, and less excited with the services offered than their counterparts and recommendations were made to improve the gap.
ContributorsGullo, Kelley (Co-author) / Dwosh, Bennett (Co-author) / Ostrom, Amy (Thesis director) / Olsen, Douglas (Committee member) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Marketing (Contributor) / School of Human Evolution and Social Change (Contributor) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2015-05
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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

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
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Study abroad provides an opportunity for students to grow, earn academic credit, and explore the world. The experience helps students develop a new set of skills and engage in another culture. However, only a small percentage of students across the United States participate in this opportunity. The purpose of this

Study abroad provides an opportunity for students to grow, earn academic credit, and explore the world. The experience helps students develop a new set of skills and engage in another culture. However, only a small percentage of students across the United States participate in this opportunity. The purpose of this thesis is to investigate why students study abroad or choose not to. More specifically, this study examines the motivations and obstacles students have to studying abroad. The other questions that contribute to this study are: Why are students unable to study abroad? How do certain personality traits affect a student's choice to study abroad? How can university study abroad organizations attract more students to participate in their programs? Before conducting research, the author reflected on her reasons for studying abroad, the problems she encountered, and her overall experience. Based on her experience and knowledge as an ASU Study Abroad Recruiter, she identified the different types of students who have not studied abroad. These are: students who plan to study abroad, are unable to study abroad, and who do not want to study abroad. To address the purpose of this study, the author created survey questions based on her experience and background research. She conducted research through a survey on Qualtrics and administered it to college students in the W.P. Carey School of Business. After reviewing the results, she came to several conclusions that can serve as guidelines for marketing study abroad to different types of students. Based on these conclusions, the author developed marketing messages to appeal to students with certain personality traits as well as to students who have not studied abroad. For each message, she created a sample of an ad that can be used in print materials or social media campaigns.
ContributorsRefermat, Gianessa Marie (Author) / Eaton, John (Thesis director) / Olsen, Douglas (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Entertainment Marketing to the Millennial Generation is an honors thesis project which combines research with a creative application. The thesis consists of four main segments: an overview of data surrounding Millennials, a discussion of three companies that successfully marketed to this generation, the creation and explanation of a proposed marketing

Entertainment Marketing to the Millennial Generation is an honors thesis project which combines research with a creative application. The thesis consists of four main segments: an overview of data surrounding Millennials, a discussion of three companies that successfully marketed to this generation, the creation and explanation of a proposed marketing modeling framework and an application of the previously found conclusions to a brief advertising strategy for Paramount Pictures. This thesis first looks at the Millennial Generation to answer the question "Who are the Millennials?" and to more clearly understand their role as media and entertainment consumers. Characteristics of technological dependence, fast-moving attention spans, desire for connection, and unique brand perceptions emerged as most significant. The case studies examine the marketing campaigns of Lionsgate Films' The Hunger Games, Nickelodeon's The 90s Are All That and MTV Iggy's Music Experiment. Strategic tactics used to target and foster a strong Millennial fan-base were identified. The previously discovered principles led to the development of a modeling framework to be used to build a Millennial-focused marketing campaign. The framework utilizes the five key elements of connectedness, hyper-advertising, technological leadership, brand currency and cultural edge. Finally, all findings were gathered and applied to Paramount Pictures. The knowledge gained from Millennial research, the case studies and the marketing framework shaped recommendations for a creative advertising brief for Paramount Pictures' Anchorman 2. The general principles of the thesis were also suggested for use in marketing in various industries.
ContributorsHoy, Grace Dorothy Curran (Author) / Ostrom, Amy (Thesis director) / Olsen, Douglas (Committee member) / Brooks, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2013-05
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An in-depth look at intra-prisoner trade and debt within an AZ Department of Corrections state prison, focusing on the monopolistic activities of privately held corporations profiting off 2.2 million incarcerated U.S. citizens, with an emphasis on their rights to freedom of speech, press and religion, attempting to answer the question

An in-depth look at intra-prisoner trade and debt within an AZ Department of Corrections state prison, focusing on the monopolistic activities of privately held corporations profiting off 2.2 million incarcerated U.S. citizens, with an emphasis on their rights to freedom of speech, press and religion, attempting to answer the question whether it is ethical and feasible to market goods and services to this isolated market.
ContributorsSwokowski, Ben Barret (Author) / Eaton, John (Thesis director) / Olsen, Douglas (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on the sharing consumer, followed by an examination of

In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on the sharing consumer, followed by an examination of real behavioral consequences in a social media setting. Across six studies in Chapter 1, I find support for a conceptual model indicating that consumers who receive a company response to their positive eWOM experience greater satisfaction compared to no response, leading to increased intentions to engage in future positive eWOM on behalf of the company, both through social media and online review websites. Furthermore, I find that consumer perceptions of response personalization lead to judgments of company effort and that these two elements mediate the effect of response on consumer satisfaction. In Chapter 2, using a dataset of firm responses to positive consumer feedback on Twitter (tweets) from 79 apparel retailers, I find that company responses to positive consumer tweets can generate consumer engagement behavior in the form of continued interaction. Company responses that use consumer-oriented language increase the likelihood of consumer interactivity. However, this effectiveness depends on whether the consumer's audience is the company or their broader network of followers. I also show that, in some conditions, companies achieve higher consumer engagement by personalizing responses with the consumer's name. Together, the findings from these two chapters point to the need for companies to strategically practice positive eWOM management, both to promote consumer engagement behaviors and to avoid the negative outcomes associated with unresponsiveness.
ContributorsCowley, Scott (Author) / Wiles, Michael (Thesis advisor) / Olsen, Douglas (Committee member) / Kim, Sunghoon (Committee member) / Arizona State University (Publisher)
Created2017
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AZMagicPlayers.com is a website dedicated to the promotion of the Wizards of the Coast-trading card game Magic: the Gathering in Arizona. This paper details the business model that helps sustain the website and how that business model is designed specifically to help build the community and ultimately fulfill the mission

AZMagicPlayers.com is a website dedicated to the promotion of the Wizards of the Coast-trading card game Magic: the Gathering in Arizona. This paper details the business model that helps sustain the website and how that business model is designed specifically to help build the community and ultimately fulfill the mission statement of AZMagicPlayers.com.
ContributorsAbong, Jason (Co-author) / Abong, Jeffrey (Co-author) / Eaton, John (Thesis director) / Olsen, Douglas (Committee member) / Regalado, Marco (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2013-05
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Adam Simons is an Interdisciplinary Studies major at Arizona State University with concentrations in business and music. He is also a member of the alternative rock group RadioDriveBy. RadioDriveBy is a five-piece band based in Arizona that writes, professionally records, and performs its own original songs. This thesis contains a

Adam Simons is an Interdisciplinary Studies major at Arizona State University with concentrations in business and music. He is also a member of the alternative rock group RadioDriveBy. RadioDriveBy is a five-piece band based in Arizona that writes, professionally records, and performs its own original songs. This thesis contains a narrative of the planning, execution, and analysis of two albums released by RadioDriveBy. Through his experience and research in managing multiple releases, Simons covers the critical factors for artists to consider when marketing music in today's changing industry. The author divides an album release into five critical components: original music, release structure, artist image, accessibility and availability, and online promotion. This method of analysis develops manageable steps for artists to succeed in the modern music industry. Overall, this thesis is a model and creative project to help understand not only the behind-the-scenes work of RadioDriveBy, but also to provide a framework for other musicians and artists navigating the same path.
ContributorsSimons, Adam North (Author) / Olsen, Douglas (Thesis director) / Conz, David (Committee member) / Stevens, Nancy (Committee member) / Barrett, The Honors College (Contributor) / School of Letters and Sciences (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2013-05
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Description

This thesis will bring together students to engage in entrepreneurship by finding, measuring and sharing strategic market opportunities. From a student’s perspective, it will take a deep dive into the world of startup ecosystems, markets and trends utilizing both qualitative and quantitative market research techniques. The information gathered has been

This thesis will bring together students to engage in entrepreneurship by finding, measuring and sharing strategic market opportunities. From a student’s perspective, it will take a deep dive into the world of startup ecosystems, markets and trends utilizing both qualitative and quantitative market research techniques. The information gathered has been curated into a productive, meaningful manner, through a report titled “The State of Startups: A Student Perspective.” <br/> The first key theme of this thesis is that market intelligence can be a powerful tool. The second key theme is the power of knowledge implementation towards competitive strategies. The first section of the thesis will focus on identifying and understanding the current “startup” landscape as a basis on which to build strategic and impactful business decisions. This will be accomplished as the team conducts a landscape analysis focused on the student perspective of the student-based North American “entrepreneurial” ecosystem. The second section of the thesis will focus specifically on the personal experiences of student startup founders. This will be accomplished through the analysis of interviews with founders of the startups researched from the first section of the thesis. This will provide us with a direct insight into the student perspective of the student-based North American “entrepreneurial” ecosystem.

ContributorsHybert, Jacob Lawrence (Co-author) / Callahan, Ryan (Co-author) / Minic, Jacob (Co-author) / Rudick, Justin (Co-author) / Forshey, Cecilia (Co-author) / Byrne, Jarod (Thesis director) / Olsen, Douglas (Committee member) / Curtiss, Ian (Committee member) / Department of Finance (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description

This thesis will bring together students to engage in entrepreneurship by finding, measuring and sharing strategic market opportunities. From a student’s perspective, it will take a deep dive into the world of startup ecosystems, markets and trends utilizing both qualitative and quantitative market research techniques. The information gathered has been

This thesis will bring together students to engage in entrepreneurship by finding, measuring and sharing strategic market opportunities. From a student’s perspective, it will take a deep dive into the world of startup ecosystems, markets and trends utilizing both qualitative and quantitative market research techniques. The information gathered has been curated into a productive, meaningful manner, through a report titled “The State of Startups: A Student Perspective.” <br/> The first key theme of this thesis is that market intelligence can be a powerful tool. The second key theme is the power of knowledge implementation towards competitive strategies. The first section of the thesis will focus on identifying and understanding the current “startup” landscape as a basis on which to build strategic and impactful business decisions. This will be accomplished as the team conducts a landscape analysis focused on the student perspective of the student-based North American “entrepreneurial” ecosystem. The second section of the thesis will focus specifically on the personal experiences of student startup founders. This will be accomplished through the analysis of interviews with founders of the startups researched from the first section of the thesis. This will provide us with a direct insight into the student perspective of the student-based North American “entrepreneurial” ecosystem.

ContributorsForshey, Cecilia (Co-author) / Callahan, Ryan (Co-author) / Hybert, Jacob (Co-author) / Minic, Jacob (Co-author) / Rudick, Justin (Co-author) / Byrne, Jared (Thesis director) / Curtiss, Ian (Committee member) / Olsen, Douglas (Committee member) / Dean, W.P. Carey School of Business (Contributor) / School of Art (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05