Experiments in the Dynamics of Preference and Choice in an Evolving Social Network. This project offers revolutionary insight into the process by which social leaders emerge and leadership evolves over time. The project improves the understanding of how decisions are made individually and at group levels with important implications for commerce, marketing, and policy. Project results foster managing network development and evolution, allowing firms and government agencies to understand how they ....Experiments in the Dynamics of Preference and Choice in an Evolving Social Network. This project offers revolutionary insight into the process by which social leaders emerge and leadership evolves over time. The project improves the understanding of how decisions are made individually and at group levels with important implications for commerce, marketing, and policy. Project results foster managing network development and evolution, allowing firms and government agencies to understand how they can use networks to disseminate information to consumers and individual citizens. The results will also inform the development of regulations targeting reductions in herding where such behaviour can cause harmful market disruptions.Read moreRead less
Investigating the impact of augmented reality on consumer decision making and marketing systems. The marketing environment is changing rapidly, with mobile digital devices providing consumers the ability to augment their physical reality with virtual representations. This project investigates how consumers make choices, how manufacturers design successful business practices and how regulators proscribe manipulative behaviour in these environments.
Dynamic relations between values and consumer behaviour: age and life-stage. This project aims to understand the complex relations between people’s life goals and their consumption behaviour, exploring age, life-stage and cohort effects. The intended outcomes of the project include a state-of-the-art interactive values-based website, basic knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. This project aims to apply the ....Dynamic relations between values and consumer behaviour: age and life-stage. This project aims to understand the complex relations between people’s life goals and their consumption behaviour, exploring age, life-stage and cohort effects. The intended outcomes of the project include a state-of-the-art interactive values-based website, basic knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. This project aims to apply the knowledge gained from a large scale study into Australian values and value change across the adult life-span in order to understand how people’s values influence their consumer and other decisions; providing information that will enable Australian organisations to improve their marketing activities and the nature of their promotional appeals.Read moreRead less
Patterns of Buyer Behaviour in China. A mainstream interest of marketers is the study of buyer behaviour (i.e., brand choice, repeat-purchase, switching, loyalty, segmentation, etc.) Much is known. But virtually all of this knowledge comes from Western studies. Yet non-Western nations, such as China, are now immensely important trading partners for the West.
This is the first systematic study of buyer behaviour in China to be based on formal analyses of consumer panel data. An assessment wil ....Patterns of Buyer Behaviour in China. A mainstream interest of marketers is the study of buyer behaviour (i.e., brand choice, repeat-purchase, switching, loyalty, segmentation, etc.) Much is known. But virtually all of this knowledge comes from Western studies. Yet non-Western nations, such as China, are now immensely important trading partners for the West.
This is the first systematic study of buyer behaviour in China to be based on formal analyses of consumer panel data. An assessment will be made of how our analytical models, and associated findings, extend to new conditions (e.g., new geographical markets, sub-regions, traditional Chinese goods, different groups of buyers, etc.).Read moreRead less
Linking Brand Equity Modelling and Measurement with Behavioural and Affective Consumer Decision Processes. Brand equity monitoring often fails to account for image-related and habit-entrenched consumer decision rules. This research takes an established brand equity monitoring tool, A C Nielsen's Winning Brands, and incorporates work on decision heuristics into it. Heuristics occur when consumers simplify their decision task using rules sub-optimal with respect to selecting their preferred alte ....Linking Brand Equity Modelling and Measurement with Behavioural and Affective Consumer Decision Processes. Brand equity monitoring often fails to account for image-related and habit-entrenched consumer decision rules. This research takes an established brand equity monitoring tool, A C Nielsen's Winning Brands, and incorporates work on decision heuristics into it. Heuristics occur when consumers simplify their decision task using rules sub-optimal with respect to selecting their preferred alternative, but effective in terms of reducing cognitive effort. The project will conduct a meta-analysis of over 250 branding strategies followed by a new data collection and latent segmentation analysis. The result will be a more comprehensive decision support tool for brand development, focusing management actions and improving marketing efficiency.Read moreRead less
Koala Guardians: Empowering community to protect an Australian icon. There is an urgent need for innovative approaches to combat widespread decline of koalas. This project aims to develop technology, integrating behavioural change theory and community co-design, to enable the public to participate in koala conservation. This interdisciplinary initiative will harness the power of citizen science to facilitate mutually-beneficial educational interactions. Expected outcomes include the production o ....Koala Guardians: Empowering community to protect an Australian icon. There is an urgent need for innovative approaches to combat widespread decline of koalas. This project aims to develop technology, integrating behavioural change theory and community co-design, to enable the public to participate in koala conservation. This interdisciplinary initiative will harness the power of citizen science to facilitate mutually-beneficial educational interactions. Expected outcomes include the production of innovative solar-powered Bluetooth ear tags and co-designing a smartphone application that educates and incentivises users in recognising signs of koala disease and submitting sightings, by leveraging gamification, outdoor recreation and tourism. This blueprint can be adapted to assist other threatened species.Read moreRead less
A cognitive model for identifying optimal measures of beliefs. Belief measures are of high practical relevance. One current national example is measurement of beliefs about recycled water, which will affect state and territory governments' water conservation policies. Another is cultural values, measures of which can form the basis for initiatives to improve social harmony in Australia. The knowledge gained, however, is only as good as the validity of the belief measure employed. We will analyse ....A cognitive model for identifying optimal measures of beliefs. Belief measures are of high practical relevance. One current national example is measurement of beliefs about recycled water, which will affect state and territory governments' water conservation policies. Another is cultural values, measures of which can form the basis for initiatives to improve social harmony in Australia. The knowledge gained, however, is only as good as the validity of the belief measure employed. We will analyse the main types of measures used at present and develop improved belief measures which, when published, will increase the quality of research in the social sciences and enhance Australia's international scientific reputation.Read moreRead less
Measuring Marketing Effectiveness: State of the Art, Current Practice and Areas of Leverage. Marketing performs a useful role in society by identifying customer needs, focusing the resources of the firm towards meeting those needs, and communicating to customers how best to access the products available to fulfill their needs. Without good metrics marketing is fragmented and ineffective. By improving the measurement of marketing effort there will be less waste, resulting in higher profits and ....Measuring Marketing Effectiveness: State of the Art, Current Practice and Areas of Leverage. Marketing performs a useful role in society by identifying customer needs, focusing the resources of the firm towards meeting those needs, and communicating to customers how best to access the products available to fulfill their needs. Without good metrics marketing is fragmented and ineffective. By improving the measurement of marketing effort there will be less waste, resulting in higher profits and greater focus and improved customer satisfaction within Australian markets. In global markets, Australian firms will have access to the tools necessary to assist them to better meet the needs of overseas' customers, resulting in improved export performance.Read moreRead less
Greater inclusion of people with disability in Australian workplaces. This project aims to develop a model of successful employment for people with a disability, identify sources of employer diversity that explain willingness to hire, and develop social marketing messages that improve employer attitudes and achieve greater inclusion in Australian workplaces. Workforce participation of people with a disability remains low. The outcome of this study will be more people with a disability and their ....Greater inclusion of people with disability in Australian workplaces. This project aims to develop a model of successful employment for people with a disability, identify sources of employer diversity that explain willingness to hire, and develop social marketing messages that improve employer attitudes and achieve greater inclusion in Australian workplaces. Workforce participation of people with a disability remains low. The outcome of this study will be more people with a disability and their carers gaining meaningful employment, with benefits including improved physical and mental health, social connections and economic security. It will benefit employers by creating more diverse workplaces and a broader talent pool, resulting in greater innovation and productivity.Read moreRead less
Understanding and Modeling Individual Choices in Applied Economics. The fellowship will create a critical mass of researchers in choice modeling theory and methods in areas that Australia needs to sustain economic progress and plan for the future. It will significantly advance knowledge in several major areas: design of health insurance markets; tests for adverse selection in insurance markets; ability of people to plan for retirement (superannuation choices); ability of people to plan and choos ....Understanding and Modeling Individual Choices in Applied Economics. The fellowship will create a critical mass of researchers in choice modeling theory and methods in areas that Australia needs to sustain economic progress and plan for the future. It will significantly advance knowledge in several major areas: design of health insurance markets; tests for adverse selection in insurance markets; ability of people to plan for retirement (superannuation choices); ability of people to plan and choose in dynamic environments; and decisions to adopt new technologies/products in evolving technology markets. The outcome will be new ways to understand and predict choices that can significantly improve practices in business and other organisations.Read moreRead less