In this paper, first the relevance of packaging and its colour is discussed. Though this subject has been a research topic before, a methodology for researching this subject systematically and thoroughly, which is moreover based on theoretical assumptions is not available. Such a method, however, will be helpful for a better, more reliable and valid understanding of the effects colour on packaging has on consumer information processing and decision-making. A methodology is described, which can be used in the process of developing market communication but also for researching the effect of executional cues conveying a 'meaning', such as colour on packaging, on consumer decision-making. The methodology provides more sensible and reliable results than obtained with current used methods, and will give the marketing manager more insight into the decision-making process and behaviour of the consumer, due to an explicit, standardised and systematic way of examining 'meaning' and using new technologies making the process directly 'visible'. Though we acknowledge that this method is still at it's beginning, we hope it is a step further towards an interdisciplinary, theoretically founded, and thus more reliable and valid approach for researching consumer decision-making.
This paper describes how Neuro Linguistic Progamming as a technique can be integrated in qualitative research with children to enhance the effectiveness. We propose that this integration leads to more valuable results than generally is expected with regard to pretesting advertising with children from six up to eight years of age. Herewith we take the view that these children could give relevant information, which as a result of development related factors, is hardly accessible with normal qualitative techniques. At the time of writing this paper, research is on its way to demonstrate the above. At the seminar we will present the results.
The expert system RISCUE is developed to assist insurance managers to take decisions about the optimal risk strategy. RISCUE consists of a number of computer programs, combined with data on risk variables which are specific for the company or insurance company for which RISCUE has been developed. Assessment of the risk variables is always, by definition, a subjective estimate based upon personal expertise, know-how, experience and above all intuition. However, on both the operational and policy-making levels of any organisation, there is often a lot of know-how, experience and expertise available with regard to the risk factors. The problem is that this expert know-how is often not only spread throughout the entire organisation, but also lies âhiddenâ, e.g., is latent in the minds of the managers. Qualitative methods of research can be used to obtain this information. A specific procedure is developed to have a group of experts, (from the companiesâ management) estimate the probabilities of a damage (e.g. a catastrophy) in a particular period of time. This paper discusses the procedure followed to estimate the probabilities, which are later on inserted in the model as input variables. In the paper is also explained why and how some basic principles of the Delphi methodology are necessary to obtain the best results. Important side effects of the applied qualitative methods were also: a heightened risk consciousness on all management levels a more thorough risk analysis of the company, which is of strategic value for the company itself as well for the insurance companies. A simplified demonstration model will be used to illustrate the way of thinking.
The degree of information contained in advertisements currently is a hot issue. Some consider it part of the social responsibility of marketing people not to publish only 'empty' advertisements, others have stated that more informative advertisements are preferred by the consumers. The research described in this paper was undertaken to determine the role of information in the perception and preference of advertisements.