Encouraging healthier choices in supermarkets: a co-design approach
Food consumption is an integral part of daily life that provides sustenance to support the body but also fulfils many other human needs, including pleasure and social connection. For some time, ecological models have conceptualised health as being determined by both individual factors and surrounding influences. However, more recent thinking has conceptualised the need for food well-being as ‘a positive psychological, physical, emotional, and social relationship with food at both the individual and societal levels’ which, by definition, necessitates the recognition of influences broader than any individual. This thinking can be extended to include retail settings which have been shown to influence (mostly negatively) the healthfulness of food choices, thereby affecting dietary behaviours.
This research describes and evaluates the co-creation of a programme called “A Healthy Choice”. Underpinned by design thinking (DT), this study aims to improve the healthfulness of food choices in supermarkets among consumers to promote their well-being.
CitationBogomolova, S., Carins, J., Dietrich, T., Bogomolov, T. and Dollman, J. (2021) "Encouraging healthier choices in supermarkets: a co-design approach”. Forthcoming in the European Journal of Marketing.
In pursuit of effective charity advertising: investigating the branding and messaging execution tactics used by charity marketers
Charities operate in a highly fragmented environment with many players competing for individuals’ support. The limited resources available for campaign development (creative, filming) and execution (media planning, on-air time) means that charity marketers need to use the most effective principles to ensure return on investment. Commercial marketers can use clear guidelines published on how to execute the brand to enhance advertising effectiveness and, more specifically, brand recall and recognition. Whether such guidelines are adhered to by charity marketers is unclear as no known research exists on this topic. In this paper, we draw on well-regarded memory theories and their past applications to commercial brand and messaging execution studies, documenting the evidence of these in the advertising collateral of 40 Australian charities. The results allow us to report on the characteristics of charity advertising and to derive guidelines for the future development and testing of effective charity advertising initiatives.
CitationNguyen, C., Faulkner, M. (2019). "In pursuit of effective charity advertising: investigating the branding and messaging execution tactics used by charity marketers". Forthcoming in the Third Sector Review.
Physical Activity Competition: a cross-disciplinary application of the Duplication of Behaviour Law
Despite the ongoing promotion of physical activity, the rates of physical inactivity remain high. Drawing on established methods of analysing consumer behaviour, this study seeks to understand how physical activity competes for finite time in a day – how Exercise and Sport compete with other everyday behaviours, and how engagement in physical activity is shared across Exercise and Sport activities. As targeted efforts are common in physical activity intervention and promotion, the existence of segmentation is also explored.
CitationWilson, A.L., Nguyen, C., Bogomolova, S., Sharp, B., Olds, T. "Physical Activity Competition: a cross-disciplinary application of the Duplication of Behaviour Law". Forthcoming in the International Journal of Behavioural Nutrition and Physical Activity.
Supporters’ perceptions of benefits delivered by different charity activities
Donating time and money are traditional ways that individuals support charities. Other support activities include buying charity products, attending events or sponsoring others. The proliferation of activities means that charity marketers often face difficult decisions when designing a portfolio of support generating activities. This research draws on the Social Exchange Theory to examine eleven charity support activities from the supporter’s perspective. Drawing on Australian data from a survey of 248 supporters of a wide range of charities, we use Correspondence Analysis to map each activity against four benefit dimensions (material, social, expressive and personal commitment). We quantify overall supporter perceptions of benefits delivered by engaging in each activity and use multinomial logistic regression to identify how past experience can shape perceptions of activities. We discuss academic and managerial implications, including if specific attributes are more useful to recruit or to retain supporters.
CitationFaulkner, M., Romaniuk, J. (2018). "Supporters’ perceptions of benefits delivered by different charity activities". Forthcoming in the Journal of Nonprofit & Public Sector Marketing.
Does an expanded brand user base of co-branded advertising help ad-memorability?
A well-established empirical generalisation is that brand users are more likely than non-users to recall advertising for the brand they use. The pairing of a corporate and charity brand in advertising should create an expanded brand-user base which should, in turn, lead to higher ad-memorability than either brand advertising alone. This study tests this hypothesis for consumer-packaged goods and charity brands in the UK and Australia. We find evidence that extends the generalisation that ad-memorability is higher among brand users, to charity supporters in non-profit contexts. We also find that when two brands are present, ad-memorability is highest among those who use the brand and support the partner charity. However, the uplift in ad-memorability among these dual-brand users is dampened by the lower ad-memorability experienced by those who use only one brand, due to a suspected information overload. The findings challenge accepted wisdom on the benefits of co-branded advertising and have implications for partner-selection for co-branded activities.
CitationNguyen, C., Romaniuk, J., Faulkner, M., Cohen, J. (2018). "Does an expanded brand user base of co-branded advertising help ad-memorability?". Forthcoming in the International Journal of Market Research.
Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory
Co-branded advertising, where advertisements feature two partnered brands from different categories, should ideally benefit both brands. We test this assertion by studying the effect of featuring a second brand in advertisements on ad and brand name memorability, and the role of category context on which brand is recalled. Our test covers online display advertisements for consumer-packaged brands paired with charity and retailer brands in three markets (US, UK and Australia). Independent-sample comparisons across 54 brand pairs show that advertising two brands has a neutral effect on ad-memorability and negative effect on brand-memorability, and the advertisement’s category context determines which of the brands is recalled. Our findings support a competitive interference theory of dual-brand processing, whereby the two brands compete for attention resources. The results have implications for the return on investment from advertising expenditure, which will vary substantively depending on whether the costs of advertising are shared or borne by one brand in the pair.
CitationNguyen, C., Romaniuk, J., Faulkner, M., Cohen, J. (2017). "Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory." Marketing Letters: 1-12.
Social Marketing in: Marketing: Evidence, Theory, Practice textbook
Social marketing is still an exchange process but the outcomes are not measured in profit but rather a change in attitudes or behaviours for the greater social good. It is used predominantly by government but also by organisations that seek to affect people’s behaviour. This chapter discusses what social marketing is, its applications and how the process is similar to and different from exchanges that seek a profit outcome. We cover what makes an effective social marketing campaign and how to evaluate the impact of your efforts when you don't have sales or profit as an indicator of success. It also highlights some unintended consequences to be wary of when understanding social marketing initiatives.
CitationSharp, A., Faulkner, M., Wilson, A., Bogomolova, S., Sharp, B. (2017). Social Marketing In B. Sharp (ed.), Marketing: Evidence, Theory, Practice, second edition, Oxford University Press, Victoria, pp. 696-729
How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption
To combat ad avoidance, advertisers are moving advertising into programs, a practice known broadly as branded entertainment. The difficulty of advertising to Millennials has also prompted the use of unbranded cause advertising, to increase awareness of issues championed by the brand, without triggering defensive persuasion-coping strategies. Chipotle combined both these trends when it produced a relatively unbranded piece of branded entertainment, Farmed and Dangerous, a four-episode sitcom that humorously dramatized the ethical issues raised by industrial farming. When the series ran on Hulu, an online television network, it increased sales for the Chipotle brand and won awards for its creators. This study reports a classic pre/post experimental design, to show how exposure to this unbranded entertainment increased purchase intention by changing beliefs about ethical issues related to the environment, nutrition, and gene technology.
Keywords: cause-related advertising; narrative advertising; television; persuasion; experimental design; branded content
CitationBellman, S., Rask, A., Varan, D., (2017). How chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption. Journal of Marketing Communications, 1-35.
Understanding the factors that influence patient satisfaction with ambulance services
The quality of ambulance services has an immense impact on patients’ future well-being and quality of life. Patient satisfaction is one of the key metrics for evaluating the quality of this service. Yet, the patient satisfaction measurement may be limited in its ability to accurately reflect this service quality, and even reflect factors beyond the patient experiences. We analyze 10 years of survey data to reveal a number of factors that systematically bias ambulance satisfaction ratings. Taking into account these biases provides more robust comparison of ambulance performance over time or across different jurisdictions.
CitationBogomolova, Svetlana, P.J. Tan, Steven P. Dunn, and M. Bizjak-Mikic (2016), “Understanding the Factors That Influence Patient Satisfaction with Ambulance Services,” Health and Marketing Quarterly, 33 (2), 163-80.
Consumer factors associated with purchasing local versus global value chain foods
Global value chains (GVCs) have grown to represent the major source of modern food and grocery items. Yet there is an increasing preference among consumers toward locally sourced and supplied foods among perceptions of health, economic and community benefits. Typically purchased in farmers’ markets and specialty outlets, local foods are becoming more widely available in supermarkets, who are now interested in how they might introduce or increase that product range. We collect actual purchase data from a regional supermarket chain and analyze the drivers of higher local food propor- tional outcomes across a sample of consumers. Attempts to link theoretically important drivers of local food purchasing in traditional (e.g., farmers’ market) outlets to supermarket settings proved difficult. Results do, however, suggest some means by which parties interested in developing local value chains between regional suppliers and supermarket outlets could be achieved. As such, the study is a useful first-step in the development of new value chains to address future potential issues of socio-economic stratification and inequality as a consequence of GVC prevalence.
CitationBogomolova, Svetlana, Adam Loch, Larry Lockshin, and John Buckley (2016), “Consumer Factors Associated with Purchasing Local Versus Global Value Chain Foods,” Renewable Agriculture and Food Systems, 1-14.
