- Technical Sales Representative, Leamington, Ontario
- Technical Sales Representative, Ancaster, Ontario
- HR Generalist
- Head Grower Strawberries (West Virginia USA)
- Global Sourcing Manager
- Buying Operations Manager (BOM Process)
- Sourcing Manager EU
- Manager Operations Ethiopia
- Manager Operations Ethiopia
- Senior Grower
Top 5 - yesterday
- “With our placement in Türkiye, we have easy access to the rest of the world”
- Dutch growers lose faith
- Australia: Ball Mother-stock House meets growing demands
- "When buying our products, not only the rose production will be supported, also the well-being of rescued wildlife"
- "New substrate fiber fits into the future of cultivation"
Top 5 - last week
Top 5 - last month
- Hasfarm’s network expands in Indonesia, partnering with Bromelia Flowers and Tropika
- "Breeders need to study the Chinese market carefully before introducing a variety"
- Royal Flowers merges with The Elite Group
- North America: “Unbridled optimism for Mother’s Day tempered by reality”
- “A new sales channel for flower companies without any labor or high fixed costs”
Research looks at connection between emotions and flowers
Flowers and emotions
In general, emotions influence consumer behaviour in a systematic and predictable way. This offers the opportunity to study how emotions play a role in consumer decision making and how this can be used in marketing. Such insights could lead to the production of tailor-made flowers, fit for the occasion and the specific moods of consumers. Understanding the fundamental processes leading to liking is the basis to value creation in Floriculture.
Inspired by the developments in sensory research in vegetables and the development of flavour models, a research has started into the evoking of specific emotions by flowers. Which flowers do evoke feelings like love, happiness or joy? How should a comforting bouquet look like, or when is it fit for mourning? The research will focus on positive emotions such as happiness, pride and perception of beauty. The exact measurement such emotions is a first step in the project. A second step could be the development of models that use vision parameters as input parameters for the prediction of liking. Next, when the research is possible with photographs, the use of digital platforms could allow researchers to collect such data in different regions and countries. The researchers will use self-reporting panels and pupil dilatation to study the consumer’s reactions. Such neuroimaging techniques will allow them to study reaction patterns before emotions become manifest in the conscience. The first pilot will be research on Begonia.
This research is carried out with the Neuroimaging Centre of the University Medical Centre Groningen (UMCG), Beekenkamp Plants, PostNL and ‘s Zomers Flowers (Rotterdam). Two Wageningen University & Research groups are participating: The Business Unit Greenhouse Horticulture and the Marketing and Consumer Behaviour Group. The project is supported by the Ministry of Economic affairs.
Source: Wageningen University & Research
Receive the daily newsletter in your email for free | Click here
Other news in this sector:
- 2023-05-26 "Celebrating achievements and empowering women in the green industry"
- 2023-05-22 Senetti lines in London for the coronation of King Charles III
- 2023-05-02 Honoring veterans with flowers on Memorial Day weekend
- 2023-05-01 Sion launches new ‘Step into the light’ facade campaign on the Dutch highway
- 2023-04-27 UK: Kiosks & websites to feature royal clematis and roses for coronation
- 2023-04-26 Gardening Know How announces 2022 sponsorship recipients
- 2023-04-25 US (FL): Venice in Bloom Team plants Sun Parasol Prize
- 2023-04-11 Flower hats blooming in popularity
- 2023-04-05 Digital promotion of Explorer roses : "A Big red success with impact!"
- 2023-04-03 That Flower Feeling thanks Miley Cyrus for being the unofficial ambassador for flowers
- 2023-03-22 PopUp Garden now available for consumers
- 2023-03-22 US: The Scotts Miracle-Gro Foundation and KidsGardening announce the 2023 GroMoreGood Grassroots grantees
- 2023-03-17 Kicking off Spring with Senetti in Philly
- 2023-03-15 Outdoor plants campaign to be relaunched in the Netherlands and Germany
- 2023-03-15 NL: Evanthia offers diversity and connection at Keukenhof
- 2023-03-08 "You want to go deeper, find the connection with the company and be able to visualize it again"
- 2023-03-02 Addenda kicks off Campanula season
- 2023-02-15 Custom and branded plant pots – "the differentiator you need"
- 2023-02-14 "Covid killed the roses"
- 2023-02-14 Royal Van Zanten boosts chain marketing with creative content