Gillie Gabay

Consumer centered “brand value” of foods: drivers and segmentation

Purpose – The purpose of this paper is to empirically test the consumer‐centered approach to brand management theorized by Rust, Zeithaml and Lemon in 2004 to assist companies in reducing the depreciation of brand equity.Design/methodology/approach – Brand equity was operationalized in the context of conjoint measurement. In total, 5,364 respondents participated in interviews testing drivers of brand equity for six brands each in 28 food categories.Findings – Data from the large‐scale study revealed that across categories brand value may not hold much beyond the name in the minds of consumers. It was found that mindset segmentation may be a basis for brand management. Messages that focused on product functionality were found to be stronger drivers of preference of one brand over another. Product features instead of brand names emerged as the primary source of value across segments.Research limitations/implications – The study focused on brands in the food industry requiring the replication to additional i...

Perceived control over health, communication and patient–physician trust

OBJECTIVE Patient-physician trust is linked to higher medication adherence. To date, the relationship between trust and perceived control over health, a strong driver of patient health behavior, has not been tested. This study tested the contribution of patient perceived control over health to the explained variance in patient-physician trust, beyond the contribution of known antecedent. This study also tested the moderation effect of perceived control over health on the relationship between participative communication and patient-physician trust. METHODS This cross sectional study is based on a representative sample of 820 Israeli respondents with identical healthcare plans. Measures were used in previous studies and hold good psychometric properties. RESULTS Structural equation modeling supported study hypotheses. Patient perceived control over health uniquely contributed eight percent to the explained variance of trust. When perceived control over health was high and perceived communication was participative, trust was higher. CONCLUSION Communication with patients is to focus on the enhancement of patient perceived control over health. PRACTICAL IMPLICATIONS Training programs should aim at creating awareness among physicians to the importance of perceived control over health and to their ability to enhance it. Training programs should also facilitate the adoption and implementation of participative communication skills.

Renewable energy; tapping and typing the citizen's mind

Purpose - The purpose of this paper is to gain an understanding of consumer preferences and mind-set regarding the transition to using renewable energy. Design/methodology/approach - The approach taken is an experimental design of messaging (conjoint analysis). Findings - The study uncovered different segments of individuals, with different mind-sets, needing different types of messaging. Results show what marketing messages might best work to interest consumers in the transition to renewable energy. The study revealed two different mind-set segments among respondents. The first segment comprised residents who preferred a gradual transition toward using 80 percent renewable energy, and 20 percent conventional energy, with no specific transition time span, and with no tax increases. The second segment comprised residents who preferred a five year, fixed-time plan for the conversion to renewable energy sources (RES), along with service plans, and an accompanying “money back” guarantee. Research limitations/implications - The study did not include the testing of pricing elements to the messaging about the transition to “green” process. Thus, insights concerning the interaction of financial concerns with mind-sets in the transition to “green” are yet to be studied. Practical implications - After identifying the segment to which each individual belongs, data permit the creation of a “typing tool” to identify segment membership, thus allowing more targeted and effective messaging when building awareness and demand for green power. Originality/value - This is a pioneering study that looks at the “mind” of the customer, to investigate how different ideas and messaging drive the consumers comfort level regarding the use of RES, and the future of their energy consumption and transitional needs. This is a multi-disciplinary study incorporating public policy and marketing together with practical application.

Creating technology‐based merchandising ideas for hair coloring through weak signals, concept optimization and mind‐set segmentation

Purpose – The purpose of this paper is to demonstrate a concept‐response segmentation used to identify different customer “mind‐sets”. Based on this segmentation, in a merchandising situation, one can interact with the customer to identify the segment to which the customer belongs and in turn offer the proper product and merchandising.Design/methodology/approach – The study deals with the creation of new hair products, using both ideation by brand Delphi™ and by experimental design of ideas with conjoint measurement (IdeaMap.Net). It ends with the creation of a merchandising product for hair coloring based on concept segmentation. First the internet was used to facilitate the acquisition and prioritization of new ideas. Then the experimental design of ideas was used to identify which perform well in the body of test concepts.Findings – Three segments were identified: Segment 1 (54 percent) wants easy to use, high technology, and reliable products. Segment 2 (25 percent) wants to give, and get information ...

Exploring perceived control and self-rated health in re-admissions among younger adults: A retrospective study

OBJECTIVE Although health promotion calls for patient empowerment, it is not integrated in reducing re-admissions. This study examines the link among patient perceived control, self-rated health and fewer hospital re-admissions. METHODS An empirical explorative retrospective cross-sectional study with 208 respondents aged 40-65 with poor health and identical health plans. All measures hold good psychometric properties. RESULTS Self-rated health was strongly related to fewer re-admissions. Perceived control moderated the relationship between self-rated health and fewer re-admissions. Perceived control and self-rated health, together, contributed 5.2% to the variance in re-admissions. CONCLUSION Perceived control and perceived health status each explained a different share of the variance of re-admissions. Together, these perceptions reduced re-admissions by .40. Patient-clinician communication upon discharge may be a new direction to reduce re-admissions, improve delivery of care and promote health. PRACTICE IMPLICATIONS To reduce re-admissions, managements need to invest in restructuring the patient discharge process. A physician-patient dialogue shaping patient perceptions about their health status, perceived room for health improvement, and available internal and external resources may make a difference. Findings stress the need to allocate more time and resources for discharge communication processes and for physician training on psycho-social skills that may empower patients upon discharge.

Antecedents of Patient Trust in Health-Care Insurers

Trust in health-care insurers is vital. It mediates important health behaviors that affect our lives. To date, the examination of antecedents of trust in health-care insurers was limited due to variance among multiple health plans. This study examines trust in health-care insurers that offer identical plans. Five categories of antecedents were tested: demographics of patients, attitudes of patients, communication style of the physician, situational health characteristics, and experiences of patients. Findings extend the existing knowledge regarding trust in health insurers. Applying service-marketing concepts, trust in physicians and satisfaction with insurers were the strongest predictors of trust in health-care insurers.

Mind Genomics: What Professional Conduct Enhances the Emotional Wellbeing of Teens at the Hospital?

Background: Hospitalization causes known neurotic disturbances of varying degrees of severity among teens. There is only one measure, the drawing tool, and preparation programs found to impact teens’ abilities to cope with the hospital produced negative emotional status. This study focused on what teens perceive that would make their hospital experience more ‘tolerable,’ and less disturbing for them. Messaging accorded conduct will create positive feelings and increase utilization and cooperation among teens. Method: 157 teens ages 13-18 from the continental USA participated in the study. Mind Genomics, specifically, the rule developing experimentation was used. The experiment was conducted via a computer assigning ratings to a set of unique vignettes comprising several statements, allowing analyzing both an individual-level analysis and subgroup analysis using conjoint analysis. Results: Three mindsets were identified: Segment 1 responds to statements about a medical staff which genuinely tries to help the patient and bonds with trust. Segment 2, responds to the communications from the medical staff. For respondents in this segment the exchange of information in a pleasant but frank manner is important. Segment 3 wants a mentor. Differences were found on mindsets by gender and age. A viewpoint identifier was used for typing individuals in the population into mindsets of the sample. Conclusion: Identifying mindsets allows healthcare organizations to facilitate better emotional status and healing by approaching teens with suitable messaging and avoiding alienating messaging. The most prevalent feeling regarding hospital visits is not neutral but rather either a positive feeling or very negative feeling affecting the utilization of healthcare hospital services among teens. Data and the viewpoint identifier allow us to assign the belonging of a teen to one of the three mindsets. Findings direct strategies of messaging by public health organizations, professional societies and policymakers to relieve anxieties and other disturbances of teens regarding hospitalizations.

Understanding the Mind of the Pet Owner for Veterinary Services

To improve efficiency and effectiveness, veterinary practitioners must match their marketing/advertising mix to the needs of their clients. We present an empirical approach to understanding what a client wants and the nature of mind-set segments, using different messages to convey the nature of a vet practice. Data suggest that pet owners divide into three distinct mindset segments: (a) responds strongly to elements that convey warmth and reassurance, (b) responds strongly to technology, and (c) responds to treatment that is similar in nature to that given to people. Each segment, both new and old clients, will respond when veterinarians use different ad messaging.