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

Mark Morrison, Roderick McCulloch, Jennifer Greig, David S. Waller, Mark Filmer

Research output: Book chapter/Published conference paperConference paperpeer-review

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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.
Original languageEnglish
Title of host publicationMarketing in the age of consumerism
Subtitle of host publicationJekyll or Hyde?
EditorsMartin MacCarthy
Place of PublicationAustralia
Number of pages7
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2011 - Perth Convention and Exhibition Centre, Perth, Australia
Duration: 28 Nov 201130 Nov 2011
http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/index.html (ANZMAC 2011 Proceedings)


ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleMarketing in the age of consumerism: Jekyll or Hyde?
Internet address


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