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