Judith Holdershaw

The effect of odd pricing on demand

Presents the findings of a study designed to investigate the effect of odd pricing on respondents’ purchase probabilities for six products ranging in price from

Predicting blood donation behaviour: further application of the theory of planned behaviour

5 to

Predicting Willingness to Donate Blood

100. The products tested were a block of cheese, a frozen chicken, a box of chocolates, a hair dryer, an electric kettle and a food blender, and the data were collected in a mall intercept of 300 household shoppers. For each product a demand curve was estimated and the differences between expected and actual purchase probabilities at each odd price level examined. For all six products, demand was higher than expected at one or both of the odd price points tested. This effect was particularly marked for the lower‐priced food items (cheese, chicken and chocolates) and for prices ending in the digit 9. Provides support for the assumption that odd pricing generates greater than expected demand and for the common practice of setting retail prices which end in 99 cents or

Consumer Knowledge of Country of Origin of Fresh Food at Point of Purchase

99.

Predicting behaviour: comparing the performance of factual versus attitudinal approaches

Purpose – The purpose of this paper is to test whether, in the context of blood donation, the predictive ability of the theory of planned behaviour (TPB) extends from behavioural intention to actual donation behaviour, and whether extended versions of the TPB perform better than the standard version.Design/methodology/approach – Intentions to donate blood predicted by the TPB are compared with an accurate measure of blood donation behaviour obtained following a mobile blood drive by the New Zealand Blood Service.Findings – When the observed outcome is donation behaviour rather than behavioural intention, the TPB models performance drops. Extending the variables in the model to include moral obligation and past behaviour does not improve its predictive ability, and neither does the use of belief‐based variables.Practical implications – The TPB is much less effective in predicting blood donation behaviour than it is in predicting intentions to donate blood. But only actual donation behaviour yields medical...

Immersive virtual reality technology in a three-dimensional virtual simulated store: Investigating telepresence and usability

New Zealand shares a common problem with other countries: a shortage of blood donors. Approximately 4% of New Zealand’s total population donate blood, yet up to 20% may need to receive donated blood or blood products. However, there has been little success in accurately predicting willingness to donate blood, and greater knowledge is needed of those variables most likely to predict potential donors’ behaviour, so that efforts to increase the number of blood donors can be effectively directed. This study compared the predictive ability of Ajzen’s theory of planned behaviour, based on the measurement of attitudinal variables, and Labaw’s behavioural approach, in the context of willingness to donate blood. The findings indicated attitudinal variables were better predictors of behavioural intentions but a behavioural approach better predicted reported donation behaviour. This result provides support for further study of the framework proposed by Labaw.

The Widespread Use of Odd Pricing in the Retail Sector

ABSTRACT Store-exit interviews were used to examine knowledge of country of origin (COO) of fresh meats, fruits and vegetables, and relative knowledge of price. Shoppers were certain of COO for 38% of purchases and of price for 53% of purchases. Overall, knowledge of COO for fresh foods was greater than previously reported for durables and processed foods. However, extent of knowledge varied somewhat by food category, and more noticeably for specific food items within categories. This study has implications in terms of provision and clarity of COO labeling of fresh foods, and associated potential for competitive advantage.

Social Marketing Campaigns That Promote Condom Use among Msm: A Literature Review

Abstract Despite years of refinement and improvement to questionnaire design, the need remains to identify effective, but ‘user-friendly’ questioning procedures to predict behaviour, without compromising predictive performance. Questionnaires developed to predict behaviour typically use an attitudinal approach. However, those types of questionnaires are associated with increased respondent fatigue, decreased question comprehension, opposition to question tone and demand effects. An alternative approach involves use of factual questions. This study compares ease of application in the field as well as predictive performance of the two approaches to questionnaire design in the context of predicting willingness to donate blood. Results indicate that factual questions are quicker and easier to apply in the field than attitudinal questions, while predictive performance of the approaches is equivalent.

Country of Origin Labelling of Fresh Produce: Consumer Preferences and Policy Implications

This study explores whether using immersive virtual reality technology (iVR) in a virtual simulated store (VSS) enhances perceived telepresence and usability compared to conventional desktop technology. Two experiments were carried out in a between-groups methodological design that involved a total of 111 participants who completed a simulated shopping trip. In the first experiment a conventional desktop computer setup was used to create the VSS using mouse and keyboard for navigation. The second experiment used iVR1 technology including a head-mounted display, body-tracking sensors, and hand-held motion-tracked controllers, which enabled navigation via body movement in a walk-around iVR environment. Participants purchased grocery items within each VSS2 environment, and post-hoc measures of perceived telepresence and usability ratings were compared. Results showed that participants in the iVR group experienced stronger feelings of immersion and perceived naturalness of interactions with the store environment compared to the desktop group. Both factors potentially lead to enhanced perceived telepresence. However, the visual realism of virtual products and the grasping interface for iVR control of product inspection could be further enhanced by advances in iVR technology. This study has implications for food marketing research as the use of immersive iVR can potentially lead to more naturalistic shopping behaviour in VSSs.