Using Choice-Based Conjoint Analysis for Creating Effective Outreach Messages to Promote Oak Management

2020 ◽  
Vol 118 (4) ◽  
pp. 419-432
Author(s):  
Barry T Radler ◽  
Bret Shaw ◽  
Tricia A Gorby
Keyword(s):  
Social Norms ◽  
Conjoint Analysis ◽  
Message Framing ◽  
Marketing Research ◽  
Limited Attention ◽  
Research Approach ◽  
Message Source ◽  
Barriers And Motivators ◽  
Effective Design ◽  
Woodland Owners

Abstract Studies of woodland owner values, intentions, and actions have advanced understanding of barriers and motivators to active forest management. Social marketing research has likewise offered significant insights into the effective design of persuasive conservation campaigns and importance of factors such as message framing and use of social norms. Yet, evaluation of the attributes of outreach messages designed to encourage woodland owners to take action has received limited attention. We used an innovative marketing research approach, choice-based conjoint analysis, to determine what attributes of outreach messages are most persuasive. This study focused on woodland owners in the Midwest in the context of improving conditions for oak regeneration. We identified the importance of imagery and message source as of primary influence, whereas other attributes such as message framing and social norms were less influential. This study offers insights that can be evaluated with other targeted woodland owner audiences under different management contexts.

From a Seed to a Need: the Growth of Shape Memory Applications in Europe.

1991 ◽  
Vol 246 ◽  
Author(s):  
Ir. J. Van Humbeeck
Keyword(s):  
Shape Memory ◽  
Low Cost ◽  
Marketing Research ◽  
Research Approach ◽  
Manufacturing Cost ◽  
Product Price ◽  
Key Factor ◽  
Place Promotion ◽  
Memory Applications ◽  
The Cost

AbstractA more systematic marketing research approach has finally revealed good ideas anticipating a market need for the use of shape memory alloys. The success of those new ideas, prototypes and applications are analysed in terms of “the value of the function”, defined as the importance of the function divided by the cost of providing the function. A high importance and/or a low cost of the function are thus the basic requirements for the successful introduction of shape memory applications. Attention is also paid to the way how the 4 P's, product, price, place, promotion (the marketing mix) are applied by the European companies. Those different items will be illustrated on the basis of some small-, medium- and largescale applications, used in different markets. “to the point research”, fundamental and applied, on material properties as well as on manufacturing (cost reduction) is being discussed as the key factor to increase the function value.

Applying Persuasion Strategies to Alter HIV-Relevant Thoughts and Behavior

2002 ◽  
Vol 6 (3) ◽  
pp. 287-304 ◽  
Author(s):  
Loraine Devos-Comby ◽  
Peter Salovey
Keyword(s):  
Message Framing ◽  
Health Interventions ◽  
Fear Appeals ◽  
Public Health Interventions ◽  
Media Campaigns ◽  
The Core ◽  
Message Source ◽  
Message Effects ◽  
And Behavior ◽  
Prevention Of Hiv

Health communication strategies are at the core of both mass media campaigns and public health interventions conducted at the community level concerning the prevention of HIV/AIDS. They are often nested in complex contexts that prevent us from being able to identify the persuasive impact of a specific message. The authors attempt to account for an array of factors contributing to the persuasiveness of messages about HIV. The aim is to synthesize the psychological literature on persuasion and thus provide a conceptual framework for understanding message effects in HIV communications. This discussion concerns fear appeals, message framing, tailoring, cultural targeting, and additional factors pertaining to the message, source, and channel of the communication. Whenever possible, recommendations for further research are formulated.

scholarly journals Promoting COVID-19 Vaccination: The Interplay of Message Framing, Psychological Uncertainty, and Public Agency as a Message Source

2021 ◽  
pp. 107554702110481
Author(s):  
Yan Huang ◽  
Wenlin Liu
Keyword(s):  
Interaction Effect ◽  
Message Framing ◽  
Psychological Reactance ◽  
Message Design ◽  
Public Agency ◽  
Message Source ◽  
Thought Listing ◽  
Loss Frame ◽  
Low Uncertainty ◽  
High Uncertainty

The study examines how framing, psychological uncertainty, and agency type influence campaign effectiveness in promoting coronavirus disease 2019 (COVID-19) vaccines. A 2 (gain vs. loss frame) × 2 (high vs. low uncertainty) × 2 (national vs. local agency) between-subjects experiment was conducted among Houston residents ( N = 382). Findings revealed that a loss frame was more effective among participants primed with high uncertainty through a thought-listing task; however, it was less persuasive under conditions of low uncertainty due to increased psychological reactance. Moreover, there was an interaction effect between uncertainty and agency type on vaccine beliefs. The study contributes to the framing literature by identifying psychological uncertainty as a moderator and provides useful suggestions for vaccine message design.

scholarly journals Evidence-Based Marketing for Academic Librarians

2006 ◽  
Vol 1 (1) ◽  
pp. 69 ◽  
Author(s):  
Yoo-Seong Song
Keyword(s):  
Business Students ◽  
East Asian ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Library Services ◽  
Research Approach ◽  
Strategic Decisions ◽  
College Of Business ◽  
The University ◽  
Graduate Business Students

Objective - In developing marketing strategies for the Business & Economics Library (BEL) at the University of Illinois at Urbana–Champaign (UIUC), a survey was designed to answer the following questions: • Should BEL develop marketing strategies differently for East Asian business students? • What services do graduate business students want to receive from BEL? • With whom should BEL partner to increase visibility at the College of Business? Marketing research techniques were used to gather evidence upon which BEL could construct appropriate marketing strategies. Methods - A questionnaire was used with graduate business students enrolled at UIUC. The survey consisted of four categories of questions: 1) demographics, 2) assessment of current library services, 3) desired library services, and 4) research behavior. The data were analyzed using descriptive statistics and hypothesis testing to answer the three research questions. Results - East Asian business students showed similar assessment of current services as non-East Asian international business students. Survey results also showed that graduate business students had low awareness of current library services. The Business Career Services Office was identified as a co-branding partner for BEL to increase its visibility. Conclusion - A marketing research approach was used to help BEL make important strategic decisions before launching marketing campaigns to increase visibility to graduate business students at UIUC. As a result of the survey, a deeper understanding of graduate business students’ expectations and assessment of library services was gained. Students’ perceptions became a foundation that helped shape marketing strategies for BEL to increase its visibility at the College of Business. Creating marketing strategies without concrete data and analysis is a risky endeavor that librarians, not just corporate marketers, should avoid.

Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund

2017 ◽  
pp. 1-5
Author(s):  
Ronald T. Wilcox
Keyword(s):  
Conjoint Analysis ◽  
Real World ◽  
Mutual Fund ◽  
Financial Services ◽  
Marketing Research ◽  
Blue Chip

This case presents an application of conjoint analysis in a financial services setting. It is best used in a course on marketing research. The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. To do this, he needs to determine a new pricing structure for the fund. The case presents students with the results from a real-world conjoint analysis and requires them to work through the pricing and profit implications of that analysis.

Coping Strategies Adopted by Women Who Experienced Intimate Partner Violence in the Context of Social Norms in Rural Areas in Zimbabwe

2020 ◽  
pp. 088626052094373
Author(s):  
Cyndirela Chadambuka
Keyword(s):  
Intimate Partner Violence ◽  
Social Norms ◽  
Coping Strategies ◽  
Rural Women ◽  
Rural Areas ◽  
Partner Violence ◽  
Coping Behavior ◽  
Intimate Partner ◽  
Research Approach ◽  
Starting Point

Intimate partner violence (IPV) has detrimental effects on the welfare of women. Research on the coping strategies employed by rural women in Zimbabwe is notably lacking, despite the fact that the majority of Zimbabwean women reside in rural areas. Therefore, this study sought to explore the strategies that women in rural areas used to manage and cope with IPV. The study adopted a qualitative research approach, and participants were recruited through the purposive sampling method in Chimanimani Rural District, Eastern Highlands, Zimbabwe. Face-to-face interviews using a narrative approach were conducted with 25 women between 19 and 49 years and seven key informants. The 25 women consisted of women who had left abusive relationships and were selected on the basis that they should have experienced IPV in their former relationships. Current IPV victims were excluded from the study. All the interviews were recorded, with participants’ consent, to avoid loss of data. Data was analyzed by the author and an additional independent data analyst using thematic analysis. Findings from this study revealed that social norms influenced participants’ covert coping behavior, which include acceptance of abuse and prayer. There is need to strengthen the existing coping strategies that are utilized by women as these could be the starting point for intervention efforts. This is important as it enables practitioners to develop context-specific and context-driven intervention strategies that will effectively serve the victims in their distinctive situation(s).

Dairy Products as Food Protein Resources

1976 ◽  
Vol 39 (11) ◽  
pp. 778-795 ◽  
Author(s):  
J. J. JONAS ◽  
T. W. CRAIG ◽  
R. L. HUSTON ◽  
E. H. MARTH ◽  
E. W. SPECKMANN ◽  
...  
Keyword(s):  
Dairy Products ◽  
Dairy Product ◽  
Marketing Research ◽  
Research Approach ◽  
Food Protein ◽  
Consumer Health ◽  
Consumer Motivation ◽  
Product Consumption ◽  
Nutrition Research ◽  
Dairy Product Consumption

An overall, continuous downward trend in milk production and utilization can be observed in the U.S. during the last 30 years. The per capita dairy product consumption decreased by about 10% in every decade. Since dairy products supply an important portion of the nation's protein, and 75% of our calcium needs, it seems to be important to understand the causes of this decline. To overcome the decline, the rationale of a coordinated technological, nutritional, and marketing research approach is discussed in this paper. The future of the dairy problem is analyzed from three interrelated viewpoints: (a) product reserach to meet consumer needs, (b) nutrition research to promote consumer health, and (c) marketing research to explore consumer motivation.

scholarly journals A Conjoint Analysis of Waterfowl Hunting in Louisiana

1993 ◽  
Vol 25 (2) ◽  
pp. 36-45 ◽  
Author(s):  
Christopher Gan ◽  
E. Jane Luzar
Keyword(s):  
Willingness To Pay ◽  
Conjoint Analysis ◽  
Outdoor Recreation ◽  
Marketing Research ◽  
Primary Data ◽  
Ordered Logit ◽  
Resource Valuation ◽  
Waterfowl Hunting ◽  
Recreation Experience ◽  
Alternative Resource

AbstractConjoint analysis, widely used in marketing research, offers an alternative resource valuation approach suited to outdoor recreation activities characterized as multiattribute. Design, implementation, and interpretation of conjoint analysis are reviewed in the context of recreation applications. Conjoint analysis is used in an analysis of waterfowl hunting in Louisiana. Using primary data collected from a survey of waterfowl hunters, ordered logit is used to estimate willingness-to-pay for recreation experience attributes.

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