Posts tagged target
CU -R U an explanation “foe” or “fiend” when shopping?
Sep 19th
says new CU-Brown University study
The depth of explanation about novel products influences consumer preferences and willingness to pay, according to a study led by the University of Colorado Boulder and Brown University.
When it comes to descriptions about the functions of new and unusual goods — such as a self-watering plant system, special gloves for touchscreens or an eraser for wall scratches — some people prefer minimal details. Dubbed “explanation foes” in the study, they gain a strong sense of understanding and desire for products through shallow explanations.
In contrast, other people — dubbed “explanation fiends” in the study — derive desire for products from deep and detailed explanations.
“There are these two different types of consumers,” said lead author Phil Fernbach, assistant professor of marketing at CU-Boulder’s Leeds School of Business. “On these two sides, consumers differ in the amount of detail that makes them feel like they understand and — because of that feeling of understanding — the amount of detail that will make them prefer a product.”
A paper on the subject was published online today in the Journal of Consumer Research.
Researchers say the study results can help consumers make better decisions.
“We’re not making a value judgment on whether it’s better to be an ‘explanation foe’ or ‘fiend,’ ” said Fernbach. “You don’t have to want to know how stuff works, but make sure that your intuition about whether you understand a product is based on objective information and not just a feeling.”
In one part of the study, participants were given varying explanations of a new tinted food wrapper product. “Explanation foes” highly rated their understanding and preference for the item when they read a simple description of how its “white coloring protects food from light that causes it to spoil, thereby keeping food fresh for longer.”
“Explanation fiends” highly rated their understanding and preference for the food wrapper when they read a more detailed description of how “atoms in the tinting agent oscillate when hit by light waves causing them to absorb the energy and reflect it back rather than reaching food, where it would break the bonds holding amino acids together, thereby keeping food fresh for longer.”
The study also found that “explanation foes,” who are more common, tend to have an inflated sense of understanding about novel products. Their heightened perception disappears and their willingness to pay decreases when they attempt to explain how a product works.
Conversely, “explanation fiends” tend to have a more conservative sense of understanding about novel products. For them, attempting to explain how a product works does not have a negative effect on their sense of understanding and their opinion of the product stays the same or increases, according to the study.
Attitudes toward explanation were predicted by a cognitive reflection test that measures how much people naturally engage in deliberative thinking. Each test question elicits an intuitive but incorrect answer and participants who impulsively respond tend to err. These participants are the “explanation foes” who prefer less explanation.
In contrast, those who inhibit their initial responses to the cognitive reflection test and think more deeply tend to correctly answer. These participants are the “explanation fiends” who prefer more in-depth descriptions.
While the study can help consumers with better decision-making, it also yields advice for marketers.
“Marketers should target these different consumer groups with different types of explanations,” said Steven Sloman, a study co-author and professor of cognitive, linguistic and psychological sciences at Brown University.
Robert St. Louis and Julia Shube also were co-authors of the study. They were undergraduate students at Brown during the research. Unilever, a consumer goods company, supported the study.
CU study: Global warming increasing heavy metals in streams
Sep 7th
in Rocky Mountain watershed
tied to warming temperatures
Warmer air temperatures since the 1980s may explain significant increases in zinc and other metal concentrations of ecological concern in a Rocky Mountain watershed, reports a new study led by the U.S. Geological Survey and the University of Colorado Boulder.
Rising concentrations of zinc and other metals in the upper Snake River just west of the Continental Divide near Keystone, Colo., may be the result of falling water tables, melting permafrost and accelerating mineral weathering rates, all driven by warmer air temperatures in the watershed. Researchers observed a fourfold increase in dissolved zinc over the last 30 years during the month of September.
Increases in metals were seen in other months as well, with lesser increases seen during the high-flow snowmelt period. During the study period, local mean annual and mean summer air temperatures increased at a rate of 0.5 to 2.2 degrees Fahrenheit per decade.
Generally, high concentrations of dissolved metals in the Snake River watershed are primarily the result of acid rock drainage, or ARD, formed by natural weathering of pyrite and other metal-rich sulfide minerals in the bedrock. Weathering of pyrite forms sulfuric acid through a series of chemical reactions, and pulls metals like zinc from minerals in the rock and carries these metals into streams.
Increased sulfate and calcium concentrations observed over the study period lend weight to the hypothesis that the increased zinc concentrations are due to acceleration of pyrite weathering. The potential for comparable increases in metals in similar Western watersheds is a concern because of impacts on water resources, fisheries and stream ecosystems. Trout populations in the lower Snake River, for example, appear to be limited by the metal concentrations in the water, said USGS research biologist Andrew Todd, lead researcher on the project.
“Acid rock drainage is a significant water quality problem facing much of the Western United States,” Todd said. “It is now clear that we need to better understand the relationship between climate and ARD as we consider the management of these watersheds moving forward.”
Warmer temperatures and earlier snowmelt runoff have been observed throughout mountainous areas of the western United States where ARD is common, but it is not known if these changes have triggered rising acidity and metal concentrations in other “mineralized” watersheds because of lack of comparable monitoring data, according to the research team.
CU-Boulder Professor Diane McKnight, a collaborator on the project, has generated much of the upper Snake River data through research projects conducted with her students since the mid-1990s. McKnight said students in her environmental engineering and environmental studies class like Caitlin Crouch — a study co-author who received her master’s degree under McKnight — are highly motivated to understand ARD problems.
“Student can see that their research will have direct applications to addressing a critical issue for Colorado,” said McKnight, professor in the civil, environmental and architectural engineering department and a fellow in CU’s Institute of Arctic and Alpine Research.
In cases where ARD is linked directly with past and present mining activities it is called acid mine drainage, or AMD. Another Snake River tributary, Peru Creek, is largely devoid of life due to AMD generated from the abandoned Pennsylvania Mine and smaller mines upstream and has become a target for potential remediation efforts.
The Colorado Division of Reclamation Mining and Safety, in conjunction with other local, state and federal partners, is conducting underground exploration work at the mine to investigate the sources of heavy metals-laden water draining from the mine entrance. The new study by Todd and colleagues has important implications in such mine cleanup efforts because it suggests that establishing attainable cleanup objectives could be difficult if natural background metal concentrations are a “moving target.”
A study on the subject was published in the journal Environmental Science and Technology. Other collaborators include Andrew Manning and Philip Verplanck of USGS. The data analyzed for the study came from INSTAAR, the USGS and the U.S. Environmental Protection Agency.
Boulder has enough water for now
May 11th
The City of Boulder’s water supply is expected to meet community water use needs throughout 2012, despite below-average mountain snowpack levels. However, given this year’s dry weather pattern and low snowpack, the city will continue to monitor for drought conditions through 2012 and beyond to assure that water demand projections are on target. In addition, Boulder’s water customers are asked to continue to use water wisely.
Snowpack measurements on May 1, 2012, in the city’s Silver Lake Watershed averaged about 50 percent of what is typical for this time of year. As a result, peak spring streamflow levels will be lower than average.
However, last spring’s exceptionally high snowmelt runoff completely filled the city’s reservoirs on upper Boulder Creek, and the reservoirs stayed full longer, leaving storage levels above average at the beginning of this year. Current measurements indicate that the city’s reservoirs are still projected to fill as the snowpack melts. Additionally, Boulder will have access to an above average amount of water from its western slope supplies, through the Colorado-Big Thompson (CBT) system.
The city compared the evaluation of the current water supply conditions with its Drought Response Plan, which factors in water reserve needs in the event of a multi-year drought. While it was determined that a drought declaration and water use restrictions are not necessary at this time, water customers are still encouraged to continue using water wisely as they have for the past decade. The community’s water conservation efforts have kept water use at least 15 percent below 2000-2001 levels, since the 2002 drought.
The city recommends water-wise practices by sticking to the following outdoor watering guidelines:
- Water your lawn in the evenings or early mornings, after 6 p.m. or before 10 a.m., and water your lawn every three days.
- Do not over water. Do not water when it is raining or when the soil is already wet.
- Trees, shrubs and vegetable gardens can be watered more effectively with a hand-held hose or low-volume non-spray irrigation, after 6 p.m. or before 10 a.m.
- Check your sprinkler system and make sure it is working properly and that you are only watering landscaping and not the surrounding areas like streets or sidewalks.
For information about the city’s water conservations program, including rebates, strategies and tips, visit www.bouldersaveswater.net.