Rational Vs Emotional Appeals with Communications to Landholders: A Review of Focus Group Responses

Morrison, MD; McCulloch, R; Greig, J; Waller, DS; Filmer, M

Rational Vs Emotional Appeals with Communications to Landholders: A Review of Focus Group Responses

Morrison, MD McCulloch, R Greig, J Waller, DS

Filmer, M

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Publisher:: ANZMAC2011 Conference
Publication Type:: Conference Proceeding
Citation:: Proceedings of ANZMAC 2011, 2011, pp. 1 - 7
Issue Date:: 2011-01

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Field	Value	Language
dc.contributor.author	Morrison, MD	en_US
dc.contributor.author	McCulloch, R	en_US
dc.contributor.author	Greig, J	en_US
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Filmer, M	en_US
dc.contributor.editor	MacCarthy, M	en_US
dc.contributor.editor	Sanders, D	en_US
dc.date	2011-11-28	en_US
dc.date.issued	2011-01	en_US
dc.identifier.citation	Proceedings of ANZMAC 2011, 2011, pp. 1 - 7	en_US
dc.identifier.isbn	978-0-646-56330-5	en_US
dc.identifier.uri	http://hdl.handle.net/10453/19403
dc.description.abstract	There are many organisations that seek to communicate with landholders for the purposes of engaging them in local environmental or conservation programs and sustainable production. This study examined whether different segments of landholders are likely to respond better to communication based on different appeals (rational or emotional), using different messages and communication channels. Seven hypothetical communication campaigns were designed with specific messages and appeals, each produced in three types of media. Focus groups of three specific landholder groups lifestylers., traditional and absentee landowners were held to obtain their responses to the campaigns. Findings suggest that the effectiveness of communications with landholders can be increased by using preferred messages and appeals, and selecting a combination of media appropriate to the landholder group being targeted.	en_US
dc.publisher	ANZMAC2011 Conference	en_US
dc.relation.ispartof	Proceedings of ANZMAC 2011	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	Rational Vs Emotional Appeals with Communications to Landholders: A Review of Focus Group Responses	en_US
dc.type	Conference Proceeding
utslib.location	Perth, Australia	en_US
utslib.location.activity	Perth, Australia	en_US
utslib.for	1505 Marketing	en_US
dc.location.activity	Perth, Australia	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.finish-date	2011-11-30	en_US
pubs.place-of-publication	Perth, Australia	en_US
pubs.start-date	2011-11-28	en_US

Abstract:

There are many organisations that seek to communicate with landholders for the purposes of engaging them in local environmental or conservation programs and sustainable production. This study examined whether different segments of landholders are likely to respond better to communication based on different appeals (rational or emotional), using different messages and communication channels. Seven hypothetical communication campaigns were designed with specific messages and appeals, each produced in three types of media. Focus groups of three specific landholder groups lifestylers., traditional and absentee landowners were held to obtain their responses to the campaigns. Findings suggest that the effectiveness of communications with landholders can be increased by using preferred messages and appeals, and selecting a combination of media appropriate to the landholder group being targeted.

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http://hdl.handle.net/10453/19403