1,720,970 research outputs found
Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS)
No full textWhether neuromarketing methods can add value to marketing research depends on their cost-utility ratio and their ability to offer hidden information that cannot be obtained using other marketing research methods. Due to the limitations of functional magnetic resonance imaging (fMRI) for real-world situations and its high costs, the aim of this study was to examine the feasibility of a mobile functional near-infrared spectroscopy (fNIRS) system. Two experiments dealing with brands and labels are used to discuss how and if neuromarketing can enrich marketing research and to what extent existing limitations and challenges can be overcome. In both experiments, differences in prefrontal cortex activity were measured. Thus, it is possible to measure brand- and label-related prefrontal cortex activation using fNIRS. As fNIRS is mobile and allows for experiments outside the laboratory, this considerably expands the field of usage of neuroimaging processes and can therefore decrease the costs of neuroimaging
Job preferences of agricultural students in Germany – A choice-based conjoint analysis for both genders
Full text linkKnowledge of the job preferences of agricultural students is essential for the competitiveness of the industry. Yet no study is available in Germany. Other studies mostly used direct questions for the preference measurement, which raises possible concerns about a socially desirable response bias. For this reason, the present study combines a quasi-experiment (choice-based conjoint analysis) and direct questions (Likert scales) to measure the job preferences of 568 agricultural students in Germany and compares the results. In addition to finding gender differences, the study found that ‘income’ and ‘future perspective’ are the most important job characteristics for the job choice of agricultural students, and that they also prefer an increasing ‘work-life-balance’ as well as a ‘rural location’ for their future employer. Insights about job characteristics’ attractiveness lead to a more transparent environment in which employers and (potential) employees make better-informed decisions, resulting in increased job satisfaction, performance and career sustainability
Tomato attributes and consumer preferences - A consumer segmentation approach
No full textPurpose Vegetables are an important component of a healthy diet. Given that tomatoes are the most purchased vegetable in Germany, the purpose of this paper is to focus on how consumers evaluate tomatoes during their food choice. Each consumer has different preferences and, in order to target them, it is necessary to identify consumer groups. The study segments tomato consumers into homogenous target groups. Design/methodology/approach A choice experiment was used to simulate the buying situation in a supermarket. The data were analysed using latent class analysis, as well as principal component factor analysis to measure food-related lifestyles. The sample consisted of 1,027 consumers and was representative of the characteristics of gender, age, educational level and income for the German population. Findings Consumers perceive air transportation and plastic wrapping as most climate damaging in tomato production. Six different tomato consumer groups were identified and named according to the attribute they found most important, i.e. “Balanced consumers”, “Price-conscious consumers”, “Taste enthusiasts”, “Colour-sensitive consumers”, “Price-conscious consumers with a taste preference” and “Colour- and price-sensitive consumers”. In three clusters, colour was the most important attribute. However, green and yellow tomatoes were rejected by all segments, indicating communication problems. Originality/value The results of this study provide breeders and marketers with valuable insights into the factors driving tomato choice. The information was based on a large sample and will help breeders to select the types of tomatoes that are in demand by consumers
Consumer preferences for beet attributes in Germany: A conjoint and latent class approach
No full textGender and job satisfaction in German horticulture
No full textThere is little known about the links between gender and job satisfaction in the agricultural sector. Considering the ongoing shortage of agricultural staff in Germany, gaining insight into this issue is valuable, in particular, if one is interested in retaining workers in the business and in identifying gender-specific strategies to recruit new staff. For this reason, a survey among employees (N=218) of German horticultural companies was carried out. The results indicate that, while there are no significant differences for job satisfaction between the two genders in general, the determinants of job satisfaction differ substantially in their importance between the genders
Consumer preferences for organic labels in Germany using the example of apples – Combining choice-based conjoint analysis and eye-tracking measurements
No full textPeerReviewe
The Yoga of sustainable diets: Exploring consumers mind and spirit
Full text linkUnsustainable food choice and dietary behaviors put pressure on ecosystems and supply chain structures worldwide. Knowledge on the intrinsic values driving food consumption behavior are, therefore, essential in order to foster sustainability on a global, national and community based level. This study aims at exploring the relationship between different food consumption related behaviors and the intrinsic value shaping constructs of spirituality and mindfulness. Online questionnaire data on self-reported dietary behavior, self-reported food choice behavior, spirituality, and mindfulness were drawn from a population subsample in India and the United States of America. Factorial relationships between spirituality and mindfulness traits were explored using exploratory factor analysis (EFA). Furthermore, multiple regression analysis was performed to estimate the effect of the derived factor structures on different food choice and dietary behavior variables. The EFA resulted in 4 factors, of which two each frame spirituality and mindfulness. These factors are: (1) supernatural spirituality, (2) natural spirituality, (3) supportive mindset, and (4) scattered mindset. In both country data sets, factors 2 and 3 had significant adverse effects on the consumption of convenience foods and a positive effect on the consumers’ dietary awareness. Even though ambiguities exist concerning important dietary sustainability measures, e.g. the consumption of animal-protein based foods, this research reinforces the value of spirituality and spiritual practice measures for sustainability research, especially for consumer sciences. Further elaboration and application of these concepts may proof valuable for various stakeholders involved as they point to a more integral aspect of human psychology and behavior
What is local food? The case of consumer preferences for local food labeling of tomatoes in Germany
No full textPeerReviewe
Not only speed matters - Crisis response in the hypothetical case of a transport accident involving genetically modified crops
No full textPeerReviewe
Beef quality labels: A combination of sensory acceptance test, stated willingness to pay, and choice-based conjoint analysis
No full text- …
