Innovative Use of Customer Data for Business Growth. This project aims to apply and adapt the latest machine learning techniques to enable companies to utilise their existing customer data to reveal purchase motivations, product preferences, and responsiveness to marketing communications for each single customer. A widespread practice in marketing is to partition customers into broad groups, but customers expect products and services that are tailored to their individual needs. This presents ex ....Innovative Use of Customer Data for Business Growth. This project aims to apply and adapt the latest machine learning techniques to enable companies to utilise their existing customer data to reveal purchase motivations, product preferences, and responsiveness to marketing communications for each single customer. A widespread practice in marketing is to partition customers into broad groups, but customers expect products and services that are tailored to their individual needs. This presents extreme challenges due to the size and complexity of customer databases. The expected outcomes will enable Australian companies to attract and retain more customers, and make more efficient use of their marketing budget. Benefits include equipping companies to better compete domestically and globally.Read moreRead less
Engaging ethnic minority and majority blood donors in donor recruitment. Word-of-mouth is a potentially powerful way to recruit blood donors. Talking about donation increases awareness, trust, commitment and positive feelings about donating, particularly in ethnic minority groups. However, donors seldom tell others about donating. This project aims to determine how to motivate blood donors to recruit new donors using word-of-mouth, through research comprising co-design, surveys, and experiments. ....Engaging ethnic minority and majority blood donors in donor recruitment. Word-of-mouth is a potentially powerful way to recruit blood donors. Talking about donation increases awareness, trust, commitment and positive feelings about donating, particularly in ethnic minority groups. However, donors seldom tell others about donating. This project aims to determine how to motivate blood donors to recruit new donors using word-of-mouth, through research comprising co-design, surveys, and experiments. This project will generate new knowledge of how to encourage effective word-of-mouth for pro-social behaviours. Expected outcomes include producing culturally relevant, validated resources that will significantly benefit Australia by encouraging effective conversations to promote blood donation in all communities.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
Discovery Early Career Researcher Award - Grant ID: DE220100100
Funder
Australian Research Council
Funding Amount
$440,524.00
Summary
The Role of Emotions in Marketing Cultured Meat. Traditional agriculture has a strong environmental impact. One solution to reduce this impact is cultured meat, which is meat created via a cell culture, rather than from a slaughtered animal. This project aims to examine the role of emotions in promoting consumer acceptance, which is the greatest barrier facing the commercialisation of cultured meat. The expected outcome is insight into factors influencing the acceptance of cultured meat, allowin ....The Role of Emotions in Marketing Cultured Meat. Traditional agriculture has a strong environmental impact. One solution to reduce this impact is cultured meat, which is meat created via a cell culture, rather than from a slaughtered animal. This project aims to examine the role of emotions in promoting consumer acceptance, which is the greatest barrier facing the commercialisation of cultured meat. The expected outcome is insight into factors influencing the acceptance of cultured meat, allowing development of effective marketing communication strategies. This should provide benefits including reduced environmental and ethical impact of conventional meat and improvement to Australian agribusiness. Similar strategies could also potentially be applied to other emerging food technologies.Read moreRead less
Discovery Early Career Researcher Award - Grant ID: DE220100903
Funder
Australian Research Council
Funding Amount
$451,885.00
Summary
Charitable triad: How donors, beneficiaries, & fundraisers influence giving. This project aims to test a new model of charitable giving to examine how donors, beneficiaries, and fundraisers together influence donor decisions. Until now, no holistic model has existed to explain donor behaviour: past research has focused on donors but neglected beneficiaries and fundraisers. This project is expected to provide evidence for a new bedrock theory of philanthropy. Findings can also inform practitioner ....Charitable triad: How donors, beneficiaries, & fundraisers influence giving. This project aims to test a new model of charitable giving to examine how donors, beneficiaries, and fundraisers together influence donor decisions. Until now, no holistic model has existed to explain donor behaviour: past research has focused on donors but neglected beneficiaries and fundraisers. This project is expected to provide evidence for a new bedrock theory of philanthropy. Findings can also inform practitioner toolkits, offering advice to nonprofits on how to raise money effectively by understanding how the particular organisation and its beneficiaries can influence donor decisions. By helping ensure the survival of charities, this research will contribute to the delivery of essential social services that benefit many Australians.Read moreRead less
Alcohol advertising to women in Australia. Young Australian women are drinking more and drinking in more harmful ways. At the same time, advertisers are using new media (such as social network sites) and messages (such as empowerment) to advertise alcohol to women. Using a combination of quantitative, qualitative and experimental methods, this project will explore how alcohol is advertised to Australian women (in both traditional and new media), and how this influences their alcohol-related atti ....Alcohol advertising to women in Australia. Young Australian women are drinking more and drinking in more harmful ways. At the same time, advertisers are using new media (such as social network sites) and messages (such as empowerment) to advertise alcohol to women. Using a combination of quantitative, qualitative and experimental methods, this project will explore how alcohol is advertised to Australian women (in both traditional and new media), and how this influences their alcohol-related attitudes and behaviours. Answering these questions is expected to enable development of recommendations for regulation of alcohol advertising messages, creation of counter-advertising/social marketing messages, and production of alcohol advertising literacy programs for secondary and tertiary students.Read moreRead less
Enhancing sustainable energy saving behaviour through communication: a longitudinal study. This study will identify factors likely to have the most impact on household energy saving behaviour and will also identify the relative strength of different media when undertaking public education campaigns. The research will help alleviate overall energy use and make better use of public marketing communications budgets.
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
Econometric Models for Marketing Decision Making. This project aims to develop methods to more efficiently allocate marketing resources across a range of media, including new media, such as the internet and social media, and compare them with with traditional media such as television and newspapers. To achieve this, the project will develop new methods and econometric models that employ data that capture both exposure to advertising media and downstream purchases at the individual-level. The exp ....Econometric Models for Marketing Decision Making. This project aims to develop methods to more efficiently allocate marketing resources across a range of media, including new media, such as the internet and social media, and compare them with with traditional media such as television and newspapers. To achieve this, the project will develop new methods and econometric models that employ data that capture both exposure to advertising media and downstream purchases at the individual-level. The expected outcome is that Australian companies will make more efficient use of their marketing budget, and better assess how to integrate new and old media into multimedia marketing communication campaigns.Read moreRead less
The nature of alcohol advertising in 'old' and 'new' media and the impact on young people's alcohol-related attitudes, intentions and behaviour. Young people in Australia are exposed to a vast array of alcohol advertising. While television advertising has been widely researched, the effects of internet advertising, social networking, and event-based marketing are largely unknown. This project will examine the impact of different media on teenagers' current and future drinking behaviours.