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The Eyes Have It: Understanding the Roles of Branding and Marketing of Consumer Horticultural Products Using New Technologies (Workshop) *CEU Approved

Objective(s):
This workshop will focus on new methods of consumer research featuring advances in technology on a variety of fronts.
Eye tracking devices have enabled greater understanding of consumer choices and decision making related to horticultural products for several commodities such as ornamental plants and nano-packaged food products. Experimental auctions provide another dimension in consumer behavior research by implementing real economic consequences. Techniques to merge experimental auctions and eye-tracking analysis will be discussed. 

Evaluation of a statewide promotional program, Fresh from Florida, using eye-tracking technology to study consumer preference for plants and program awareness in order to determine participants’ purchase likelihood will be featured. While research into social media marketing for garden centers and nurseries is new and ongoing, the opportunities and challenges will be discussed.

The Marketing and Economics Working Group Business Meeting will be held at the end of the workshop.

Tuesday, August 4, 2015: 4:00 PM
Borgne (Sheraton Hotel New Orleans)
Coordinator:
Moderator:
4:00 PM
The Role of Plant Brands and Perceived Quality
Bridget K. Behe, Michigan State University; Patricia Huddleston, Michigan State University; Lynnell Sage, Michigan State University
4:15 PM
Eye Tracking Technology Data Collection Methods
Lynnell Sage, Michigan State University; Bridget K. Behe, Michigan State University; Patricia Huddleston, Michigan State University
4:30 PM
Eye-tracking and Experimental Auctions: An Innovative Approach
Alicia Rihn, University of Florida; Chengyan Yue, University of Minnesota; Jingjing Wang, University of Minnesota
4:45 PM
Consumer Willingness to Pay for Nano-Packaged Horticultural Products
Chengyan Yue, University of Minnesota; Bhagyashree Katare, University of Minnesota; Terrance Hurley, University of Minnesota
5:00 PM
State Promotional Campaign Awareness and Visual Attention
Hayk Khachatryan, University of Florida; Alicia Rihn, University of Florida; Ben Campbell, University of Georgia; Bridget K. Behe, Michigan State University; Charles R. Hall, Texas A&M University; Cheryl R. Boyer, Kansas State University
5:15 PM
Like It, Pin It, Follow It: Opportunities and Challenges for Social Media Marketing in Garden Centers and Nurseries
Cheryl R. Boyer, Kansas State University; Lauri Baker, Kansas State University; Hikaru Peterson, Kansas State University; Scott Stebner, Kansas State University
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