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    Author(s): Joseph A. Roos; Geof Donovan; David Nicholls
    Date: 2005
    Source: Forest Products Journal. 55(5): 21-26
    Publication Series: Scientific Journal (JRNL)
    PDF: Download Publication  (894 KB)


    Consumers choose products based on various tangible and intangible attributes. Previous research has shown that there is a difference between appearance-based and word-based evaluations of wood species. However, little research has been done on how this difference affects consumer choice. This study examined how the presence or absence of a species name affects a cabinet door's popularity in the Pacific Northwest (including Alaska). The results showed significant difference between appearance-based and species name-based preferences for cabinet doors. For example, respondents chose cherry and red oak cabinet doors more often when the doors were labeled with the species name than when they were not labeled. In contrast, red alder was chosen less often when the doors were labeled with the species name. This suggests that certain species names should be emphasized in cabinet door marketing while others should be avoided. Age and income demographic segments are analyzed and managerial implications are discussed.

    Publication Notes

    • Visit PNW's Publication Request Page to request a hard copy of this publication.
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    • This article was written and prepared by U.S. Government employees on official time, and is therefore in the public domain.


    Roos, Joseph A.; Donovan, Geof; Nicholls, David. 2005. How does species name affect consumer choice? An analysis and implications for cabinet door marketers. Forest Products Journal. 55(5): 21-26

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