Plant Benefits or Features: Which Cue is More Effective?
HRI Research • May 10, 2021
Better understanding consumer behavior, preferences, and trends is a key HRI research priority. In 2020, Dr. Bridget Behe built upon her previous research that showed younger customers were more likely to purchase a branded plant – even when identical to a non-branded plant – and that consumers in general want more information on signs because they cannot ascertain plant attributes by looking at it. In this session, Dr. Behe will review new research findings from her study looking at which benefits resonate best with which type of consumers.
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