It seems a general belief that (1) sustainable tourism is supply-driven, and (2) sustainable tour... more It seems a general belief that (1) sustainable tourism is supply-driven, and (2) sustainable tourists are visitors engaging in nature-based travel activities. Results reported in this paper challenge these assumptions. Findings from an online survey indicate that nature-based travel is not solely related to environmentally protective attitudes. Market-driven mechanisms could therefore be used to strengthen ecological sustainable tourism. Only 39% of respondents classified as 'Ecologically Caring Tourists' stated that an intense ...
Tobacco companies question whether standardised (or 'plain') packaging will change smoker... more Tobacco companies question whether standardised (or 'plain') packaging will change smokers' behaviour. We addressed this question by estimating how standardised packaging compared to a proven tobacco control intervention, price increases through excise taxes, thus providing a quantitative measure of standardised packaging's likely effect. We conducted an online study of 311 New Zealand smokers aged 18 years and above that comprised a willingness-to-pay task comparing a branded and a standardised pack at four different price levels, and a choice experiment. The latter used an alternative-specific design, where the alternatives were a branded pack or a standardised pack, with warning theme and price varied for each pack. Respondents had higher purchase likelihoods for the branded pack (with a 30% warning) than the standardised pack (with a 75% warning) at each price level tested, and, on average, were willing to pay approximately 5% more for a branded pack. The choice ...
ABSTRACT This paper tests both the internal and external validity of the Erdem and Swait (1998) b... more ABSTRACT This paper tests both the internal and external validity of the Erdem and Swait (1998) brand equity framework using two measurement modelling approaches, namely the relatively new Best-Worst scaling (BWS) method (Finn and Louviere, 1992; Marley and Louviere, 2005) and the more traditional confirmatory factor analysis (CFA) method. Data were collected from the Australian banking and mobile services sectors. We find the measurement models derived from BWS outperformed the models based on CFA of the rating data in predicting both stated and real brand choices. The findings have implications for both academics and practitioners in brand equity measurement and management.
Recent Monte Carlo work (Lusk and Norwood, 2005) on how to choose an experimental design for a di... more Recent Monte Carlo work (Lusk and Norwood, 2005) on how to choose an experimental design for a discrete choice experiment appears to greatly simply this issue for applied researchers by showing that a number of commonly used designs generated unbiased estimates for models with both main effects only and main effects plus higher order terms and that random designs were
The purpose of this paper is to empirically examine the impact of varying amounts of more and les... more The purpose of this paper is to empirically examine the impact of varying amounts of more and less salient product information on the amount of money consumers are willing to pay to buy a particular brand. In particular, we integrate Random Utility Theory (RUT) with the notion of missing information and hypothesise that if one fails to include all salient
... when experiencing the wine its quality, in the sense of degree of excellence, can remain acre... more ... when experiencing the wine its quality, in the sense of degree of excellence, can remain acredence characteristic ... While adding a beneficial attribute at a constant price would increase the likelihood of the wine being chosen ... Journal of Hospitality and Tourism Research, 29, 3-19 ...
The Economics of Non-Market Goods and Resources, 2008
The aim of this chapter is to show how discrete choice experiments (DCEs) can be applied to exami... more The aim of this chapter is to show how discrete choice experiments (DCEs) can be applied to examine the preferences of women reinvited for breast screening and to use the results in developing breast screening participation enhancement strategies.
The Economics of Non-Market Goods and Resources, 2008
As noted in Chapter 1, the application of discrete choice experiments (DCEs) in health economics ... more As noted in Chapter 1, the application of discrete choice experiments (DCEs) in health economics has seen an increase over the last few years.While the number of studies using DCEs is growing, there has been relatively limited consideration of experimental design theory and methods. Details of the development of the designed experiment are rarely discussed. Many studies have used small
Choice modelling (CM) is a stated preference technique that is increasingly being used to generat... more Choice modelling (CM) is a stated preference technique that is increasingly being used to generate estimates of non-market values. In CM applications, respondents to a survey are presented with several sets of options, which contain common attributes but at varying levels, and are asked to select their preferred alternative from each set. The information provided by respondents' choices is used
Australian tobacco companies have introduced evocative variant names that could re-create the asp... more Australian tobacco companies have introduced evocative variant names that could re-create the aspirational connotations plain packaging aims to remove. To inform future regulation, we explored how brand descriptors affected smokers' responses to plain packs featuring different variant name combinations. An online survey of 254 daily smokers or social smokers aged between 18 and 34 used a within-subjects best-worst experiment to estimate the relative effects of variant names. A 2×4×4×4 design contained four attributes: quality (premium or none), taste (smooth, fine, rich or none) connotation (classic, midnight, infinite or none) and colour (red, blue, white or none). In a between-subjects component, respondents evaluated one of two alternative packs according to its perceived harm and ease of quitting. The most important variant attribute was connotation, followed by taste, colour and quality; within these attributes, the most attractive descriptors were 'classic' and ...
Although tobacco packages have evolved to feature health warnings and, in Australia, dissuasive c... more Although tobacco packages have evolved to feature health warnings and, in Australia, dissuasive colours, the format of on-pack cessation information has not changed. We compared how alternative Quitline information formats affected smokers' perceptions and choice behaviours, and their likelihood of seeking cessation support. We conducted an online study comprising a choice experiment using a two (number of panels) by three (panel position: above, middle, below) plus control (current format) design, and a between-subjects comparison of a two-panel format and the control. The sample comprised 608 New Zealand smokers. Relative to the current format, respondents regarded each test format as more effective in communicating cessation information (p<0.0001), particularly the two-panel formats. Respondents found the two-panel format tested via paired comparisons significantly easier to read, more visually salient and more likely than the control to encourage them and other smokers to consider quitting (all p<0.0001). Heat map comparisons showed that the Quitline number and affirming message were significantly more salient in the test format than in the current format (p<0.0001), although the headline and warning explanation were more salient in the control. Reformatting Quitline information could improve its visual salience and readability and capitalise on the dissonance that pictorial warning labels and plain packaging create. Enhancing stimuli that may prompt smokers to try and quit, affirming their decision to do so and prompting the use of cessation support could increase the number and success of quit attempts.
... Welfare. Economics Notes, 28: 119-143. Brown, Jeffrey R., Nellie Liang, and Scott J. Weisbenn... more ... Welfare. Economics Notes, 28: 119-143. Brown, Jeffrey R., Nellie Liang, and Scott J. Weisbenner. 2007. Individual Account Investment ... 08-14, Yale University. Christiansen, Charlotte, JuannaJoensen, and Jesper Rangvid. 2006. Gender, Marriage, and the ...
While public health researchers have welcomed pictorial warning labels as a tobacco control initi... more While public health researchers have welcomed pictorial warning labels as a tobacco control initiative, their efficacy has been challenged by the tobacco industry. At present, although pictorial warning labels are known to evoke strong affective responses, there is less evidence of their behavioural effects. This paper reviews estimates based on semantic differential scales, which assessed affective responses to pictorial warning labels, and compares these to estimates obtained using a behavioural measure, the Juster Scale, and a stimulated choice methodology, Best-Worst scaling. The results show the measures have strong convergent validity and suggest the behaviourally oriented measures are more parsimonious, more efficient, and better able to address the concerns raised by tobacco manufacturers.
It seems a general belief that (1) sustainable tourism is supply-driven, and (2) sustainable tour... more It seems a general belief that (1) sustainable tourism is supply-driven, and (2) sustainable tourists are visitors engaging in nature-based travel activities. Results reported in this paper challenge these assumptions. Findings from an online survey indicate that nature-based travel is not solely related to environmentally protective attitudes. Market-driven mechanisms could therefore be used to strengthen ecological sustainable tourism. Only 39% of respondents classified as 'Ecologically Caring Tourists' stated that an intense ...
Tobacco companies question whether standardised (or 'plain') packaging will change smoker... more Tobacco companies question whether standardised (or 'plain') packaging will change smokers' behaviour. We addressed this question by estimating how standardised packaging compared to a proven tobacco control intervention, price increases through excise taxes, thus providing a quantitative measure of standardised packaging's likely effect. We conducted an online study of 311 New Zealand smokers aged 18 years and above that comprised a willingness-to-pay task comparing a branded and a standardised pack at four different price levels, and a choice experiment. The latter used an alternative-specific design, where the alternatives were a branded pack or a standardised pack, with warning theme and price varied for each pack. Respondents had higher purchase likelihoods for the branded pack (with a 30% warning) than the standardised pack (with a 75% warning) at each price level tested, and, on average, were willing to pay approximately 5% more for a branded pack. The choice ...
ABSTRACT This paper tests both the internal and external validity of the Erdem and Swait (1998) b... more ABSTRACT This paper tests both the internal and external validity of the Erdem and Swait (1998) brand equity framework using two measurement modelling approaches, namely the relatively new Best-Worst scaling (BWS) method (Finn and Louviere, 1992; Marley and Louviere, 2005) and the more traditional confirmatory factor analysis (CFA) method. Data were collected from the Australian banking and mobile services sectors. We find the measurement models derived from BWS outperformed the models based on CFA of the rating data in predicting both stated and real brand choices. The findings have implications for both academics and practitioners in brand equity measurement and management.
Recent Monte Carlo work (Lusk and Norwood, 2005) on how to choose an experimental design for a di... more Recent Monte Carlo work (Lusk and Norwood, 2005) on how to choose an experimental design for a discrete choice experiment appears to greatly simply this issue for applied researchers by showing that a number of commonly used designs generated unbiased estimates for models with both main effects only and main effects plus higher order terms and that random designs were
The purpose of this paper is to empirically examine the impact of varying amounts of more and les... more The purpose of this paper is to empirically examine the impact of varying amounts of more and less salient product information on the amount of money consumers are willing to pay to buy a particular brand. In particular, we integrate Random Utility Theory (RUT) with the notion of missing information and hypothesise that if one fails to include all salient
... when experiencing the wine its quality, in the sense of degree of excellence, can remain acre... more ... when experiencing the wine its quality, in the sense of degree of excellence, can remain acredence characteristic ... While adding a beneficial attribute at a constant price would increase the likelihood of the wine being chosen ... Journal of Hospitality and Tourism Research, 29, 3-19 ...
The Economics of Non-Market Goods and Resources, 2008
The aim of this chapter is to show how discrete choice experiments (DCEs) can be applied to exami... more The aim of this chapter is to show how discrete choice experiments (DCEs) can be applied to examine the preferences of women reinvited for breast screening and to use the results in developing breast screening participation enhancement strategies.
The Economics of Non-Market Goods and Resources, 2008
As noted in Chapter 1, the application of discrete choice experiments (DCEs) in health economics ... more As noted in Chapter 1, the application of discrete choice experiments (DCEs) in health economics has seen an increase over the last few years.While the number of studies using DCEs is growing, there has been relatively limited consideration of experimental design theory and methods. Details of the development of the designed experiment are rarely discussed. Many studies have used small
Choice modelling (CM) is a stated preference technique that is increasingly being used to generat... more Choice modelling (CM) is a stated preference technique that is increasingly being used to generate estimates of non-market values. In CM applications, respondents to a survey are presented with several sets of options, which contain common attributes but at varying levels, and are asked to select their preferred alternative from each set. The information provided by respondents' choices is used
Australian tobacco companies have introduced evocative variant names that could re-create the asp... more Australian tobacco companies have introduced evocative variant names that could re-create the aspirational connotations plain packaging aims to remove. To inform future regulation, we explored how brand descriptors affected smokers' responses to plain packs featuring different variant name combinations. An online survey of 254 daily smokers or social smokers aged between 18 and 34 used a within-subjects best-worst experiment to estimate the relative effects of variant names. A 2×4×4×4 design contained four attributes: quality (premium or none), taste (smooth, fine, rich or none) connotation (classic, midnight, infinite or none) and colour (red, blue, white or none). In a between-subjects component, respondents evaluated one of two alternative packs according to its perceived harm and ease of quitting. The most important variant attribute was connotation, followed by taste, colour and quality; within these attributes, the most attractive descriptors were 'classic' and ...
Although tobacco packages have evolved to feature health warnings and, in Australia, dissuasive c... more Although tobacco packages have evolved to feature health warnings and, in Australia, dissuasive colours, the format of on-pack cessation information has not changed. We compared how alternative Quitline information formats affected smokers' perceptions and choice behaviours, and their likelihood of seeking cessation support. We conducted an online study comprising a choice experiment using a two (number of panels) by three (panel position: above, middle, below) plus control (current format) design, and a between-subjects comparison of a two-panel format and the control. The sample comprised 608 New Zealand smokers. Relative to the current format, respondents regarded each test format as more effective in communicating cessation information (p<0.0001), particularly the two-panel formats. Respondents found the two-panel format tested via paired comparisons significantly easier to read, more visually salient and more likely than the control to encourage them and other smokers to consider quitting (all p<0.0001). Heat map comparisons showed that the Quitline number and affirming message were significantly more salient in the test format than in the current format (p<0.0001), although the headline and warning explanation were more salient in the control. Reformatting Quitline information could improve its visual salience and readability and capitalise on the dissonance that pictorial warning labels and plain packaging create. Enhancing stimuli that may prompt smokers to try and quit, affirming their decision to do so and prompting the use of cessation support could increase the number and success of quit attempts.
... Welfare. Economics Notes, 28: 119-143. Brown, Jeffrey R., Nellie Liang, and Scott J. Weisbenn... more ... Welfare. Economics Notes, 28: 119-143. Brown, Jeffrey R., Nellie Liang, and Scott J. Weisbenner. 2007. Individual Account Investment ... 08-14, Yale University. Christiansen, Charlotte, JuannaJoensen, and Jesper Rangvid. 2006. Gender, Marriage, and the ...
While public health researchers have welcomed pictorial warning labels as a tobacco control initi... more While public health researchers have welcomed pictorial warning labels as a tobacco control initiative, their efficacy has been challenged by the tobacco industry. At present, although pictorial warning labels are known to evoke strong affective responses, there is less evidence of their behavioural effects. This paper reviews estimates based on semantic differential scales, which assessed affective responses to pictorial warning labels, and compares these to estimates obtained using a behavioural measure, the Juster Scale, and a stimulated choice methodology, Best-Worst scaling. The results show the measures have strong convergent validity and suggest the behaviourally oriented measures are more parsimonious, more efficient, and better able to address the concerns raised by tobacco manufacturers.
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Papers by Jordan Louviere