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Bo Pang,Sharyn Rundle-Thiele,Krzysztof Kubacki 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Evidence indicates that lower levels of obesity among school-age children can be achieved through active school travel modes which include walking. This research aims to empirically investigate the explanatory potential of the Ecological and Cognitive Active Commuting (ECAC) model to explain walking to school behaviour among Queensland children. The results from an online survey of 537 carers in Queensland, Australia indicate that the ECAC explained 53.4% of the variance in walking to school. Distance to school moderates the associations among walking to school behaviours, perceived risks, and social norms. Data indicates that changing carers’ social norms and lowering the perceived risks carers associate with walking to school will increase the incidence of walking to school in Queensland.
APPLYING MARKETING TO WILDLIFE CONSERVATION: A NEW APPROACH
Patricia David,Sharyn Rundle-Thiele,Bo Pang,Kathy Knox,Joy Parkinson,Felix Hussenoeder 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Koala populations are in decline and measures are necessary to change the current scenario. Social marketing aims to influence an audience to change behaviour for social or environmental benefit. This paper demonstrates how social marketing was applied to achieve environmental change. A pilot program, aiming to reduce dog and koala interactions, was designed and developed with dog owners and experts including koala conservation officers and dog trainers. Experts indicated that for dogs to be taught aversion, training of basic obedience skills was necessary. Therefore, a four-week dog obedience training program was implemented, emphasising a series of behaviours including sit, stay and koala aversion. A mixed method outcome evaluation was undertaken to evaluate Leave It. The evaluation included online surveys completed by dog owners’ pre and post program, and trainer observations. Results indicate that five of seven behaviours measures were changed from baseline to follow-up, namely sit, stay, come back when called every time, wildlife aversion and stay quiet on command. Successful koala aversion was also evident in field notes from trainers. Findings of this pilot program provide evidence of the effectiveness and potential of social marketing to change behaviours in an environmental context.
MARKETING FOR GOOD: CO-CREATING A BEHAVIOUR CHANGE PROGRAM
Jeawon Kim,Sharyn Rundle-Thiele,Timo Dietrich,Kathy Knox 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11
Social marketing, a behaviour change discipline that originated in marketing, has contributed to a better world delivering positive health, environmental and social outcomes over the past 60 years. While successes are documented, failures are also evident, and delivery of cost-efficient, feasible, and maintainable programs has been called for. While the benefits of applying social marketing benchmark criteria (BC) are verified, roadmaps for how to apply BC in behaviour change program design are not apparent. This paper marks a first attempt at applying BC to co-create a social marketing program. A conceptual model that applies eight BC across four studies; 1) Systematic quantitative literature review, 2) Segmentation study, 3) Expert panel reviews, and 4) Co-design workshops is proposed. This paper offers a reseacrh process that researchers and/or practitioners can apply to develop behaviour change programs with the aim of achieving enhanced program outcomes. Moving forward the proposed model will need to be tested and replicated in field to verify the effectiveness of applying eight BC within the program design process.
TIME TO EMPTY YOUR DRAWERS: COM-B MECHANISMS INCREASING E-WASTE RECYCLING RATES
Yue Xi,Sharyn Rundle-Thiele,Carina Roemer,Jeawon Kim,Sunil Herat 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Electronic waste (E-waste) has become a long-standing global concern. People are purchasing new affordable and improved technologies long before the end-of-life (EOL)’s of their old devices, which is leading to overconsumption and growing volumes of e-waste. At present, official data indicates that 80% of the volume of e-waste is not formally treated globally. The complex nature of e-waste recycling processes is a significant challenge.
HEURISTICS AND BIASES: IMPLICATIONS AND SOLUTIONS FOR MARKETING RESEARCH AND PRACTICE
Cuong Pham,Bo Pang,Julia Carins,Sharyn Rundle-thiele 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Marketing and market research are centered on the need to explore consumer experiences to inform management decisions. Heuristics and biases are of interest to marketing practitioners as these influences can impact data that is delivered to inform decisions. Existing research listing heuristics and biases alongside management strategies is limited to five reviews presenting frameworks and/or detailing heuristics and biases, none of which have been extended to a marketing context. This research 1) details the heuristics of interest to marketing practitioners by presenting n=7 core heuristics and the mechanisms of their operation and 2) examine solutions and proposed frameworks reported within the literature to avoid or acknowledge biases which may be present.
EXPERIENCE MATTERS: EXPLORING THE EXPERIENCE BEHAVIORAL LOYALTY RELATIONSHIP IN WINE
Androniki Kavoura,Jean-Eric Pelet,Sharyn Rundle-Thiele,Benoît Lecat 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.9
This paper examines relationships between experience and behavioral loyalty in the wine sector drawing on 618 Greek and French respondents. Being a member of a group provides a sense of belonging that increases behavioral loyalty. Implementing communities and advertising them via a social media communication program may build behavioral loyalty.
EXPERIENCE MATTERS: EXPLORING THE EXPERIENCE BEHAVIORAL LOYALTY RELATIONSHIP IN WINE
Androniki Kavoura,Jean-Eric Pelet,Sharyn Rundle-Thiele,Beno?t Lecat 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This paper examines relationships between experience and behavioral loyalty in the wine sector drawing on 618 Greek and French respondents. Being a member of a group provides a sense of belonging that increases behavioral loyalty. Implementing communities and advertising them via a social media communication program may build behavioral loyalty.