Choosing response scale labels and length: guidance for researchers and clients

There has been much debate over the optimal format for scales, particularly in regard to two key issues - the labelling of points and the overall length of response scales. This paper reviews the evidence regarding the advantages of different scale types and lengths, and provides guidance as to what scale types suit different research objectives. Using a direct comparison of 400 responses on 5-point and 11 -point scales to the same question, by the same people, we examine some of the important differences previously found and then illustrate the impact they have on data quality and useability. Our conclusion, based on past research and our own analysis, is that longer, balanced and unlabelled scales offer the maximum flexibility and reliability in the majority of cases.

Green decisions : demographics and consumer understanding of environmental labels

This research examined the demographic profiles of Australian green consumers in relation to their satisfaction of environmental labelling. It examined consumers’ understanding of labelling and empirically investigated the association of demographic profile of consumers with their attitudes towards such labels. The results indicated that some of the demographic variables were significant, which is largely consistent with earlier findings by other researchers in this area. Label dissatisfaction was higher in the older and middle age respondents. However, some respondents disagreed that labels were accurate while commenting that labels were easy to understand. The key issue arising from the findings is that in order to provide perception of accuracy in labels, it is an option to use Type I or Type III labelling on products. These labels are, arguably, more credible because they are endorsed by third party labelling experts. This would come at a cost and for green products that use third party labelling, they will also have to bear in mind to keep the prices competitive.

An empirical study on the influence of environmental labels on consumers

Purpose - Despite research studies indicating strong support for labelling information, uncertainty remains with respect to how labels influence consumers. This paper attempts to empirically investigate how consumers who differ in terms of environmentalism respond to labels.

Design/methodology/approach - The data were collected on an Australian sample using a structured questionnaire administered on the phone using quantum research (CATI) data collection services. A total of 155 questionnaires were completed and used for data analysis. The data were analysed using both descriptive measures and correlations between variables.

Findings - There appears to be a proportion of consumers that find product labels hard to understand. The research found that there are consumers who will buy green products even if they are lower in quality in comparison to alternative products, but would look for environmental information on labels. With respect to price sensitive green consumers, there appears to be a relationship between price sensitivity and 'always' reading labels as well as indicating that there is 'sufficient' information on product labels to make informed purchase decisions.

Research limitations/implications - It was beyond the scope of the research to account for some of the utilitarian approaches to interpretation or in-depth comprehension of label information. The sample size of 155, although selected using a probability method, may, to some extent, limit the overall accuracy of the results.

Practical implications - Offers some important information on different green consumer segments that would alert managers on how best to position environmental labels. Findings such as 'Satisfied with labels' correlates with 'Labels are accurate', which suggests that businesses need to provide a clear, accurate and easily legible label design to encourage satisfaction with the accuracy of content and the communication aspects of a label.

Originality/value - Contributes to better understanding of green customers purchase intentions and the usefulness of ecological product labels. It offers some insights and assistance to businesses in planning their green product/labelling strategies.

Tailored hollow mesoporous silica nanoplatforms with biological labels for colon targeted drug deliver systems

Hollow mesoporous silica nanoparticles (HMSNs) were synthesized via a new strategy. HMSNs have a high drug loading, controlled release behaviour, and specifically targeting when bioconjugated with Epidermal Growth Factor. The promising in vitro cell tests have revealed the great potential of the HMSNs to be used for cancer therapy.

Incorporating carbon footprints into seafood sustainability certification and eco-labels

The seafood industry has become increasingly interconnected at a global scale, with fish the most traded commodity worldwide. Travel to the farthest reaches of the oceans for capture is now common practice, and subsequent transport to market can require hundreds to thousands of miles of travel by sea and air. Refrigeration of seafood products is generally required at all stages of the journey from ocean to dinner plate, resulting in substantial energy expenditure. Energy input for aquaculture (including mariculture) products can also be high, namely due to the large amounts of feed required to support fish growth. As a result of these factors, the seafood industry has a substantial carbon footprint. Surprisingly, however, carbon footprints of seafood products are rarely integrated into assessments of their sustainability by eco-labels, sustainability certification, or consumer seafood sustainability guides. Suggestions are provided here for how carbon footprints could be incorporated within seafood sustainability schemes.

Consumers' responses to front-of-pack labels that vary by interpretive content

Previous research has shown that front-of-pack labels (FoPLs) can assist people to make healthier food choices if they are easy to understand and people are motivated to use them. There is some evidence that FoPLs providing an assessment of a food's health value (evaluative FoPLs) are easier to use than those providing only numerical information on nutrients (reductive FoPLs). Recently, a new evaluative FoPL (the Health Star Rating (HSR)) has been introduced to Australia and New Zealand. The HSR features a summary indicator, differentiating it from many other FoPLs being used around the world. The aim of this study was to understand how consumers of all ages use and make sense of reductive FoPLs and evaluative FoPLs including evaluative FoPLs with and without summary indicators. Ten focus groups were conducted in Perth, Western Australia with adults (n = 50) and children aged 10–17 years (n = 35) to explore reactions to one reductive FoPL (the Daily Intake Guide), an existing evaluative FoPL (multiple traffic lights), and a new evaluative FoPL (the HSR). Participants preferred the evaluative FoPLs over the reductive FoPL, with the strongest preference being for the FoPL with the summary indicator (HSR). Discussions revealed the cognitive strategies used when interpreting each FoPL (e.g., using cut offs, heuristics, and the process of elimination), which differed according to FoPL format. Most participants reported being motivated to use the evaluative FoPLs (particularly the HSR) to make choices about foods consumed as part of regular daily meals, but not for discretionary foods consumed as snacks or deserts. The findings provide further evidence of the potential utility of evaluative FoPLs in supporting healthy food choices and can assist policy makers in selecting between alternative FoPL formats.

Effects of health labels on expected and actual taste perception of soup

Health labels such as "reduced in salt" or the "healthy choices" logo aim to facilitate consumers' healthy food choices. However, they may act as a warning sign for those consumers who are more worried about the taste of the products, rather than healthiness. This study assessed the potential effect of front-of-pack health labels on consumers' expectations and actual perceived taste quality of a chicken soup. Participants ranging from 19 to 67. years of age (28 females, 18 males, mean age 45.3 ± 13.7. years) were invited to come to a central location to taste a variety of soups. Consumers tasted the same soup with different labels (e.g. now reduced in salt, healthy choices-tick logo) in a within-subjects design. Before and after consumers tasted the soup, they were asked to rate liking, saltiness, and desire to consume the soup. The results suggest that consumers expected the salt taste intensity (P< 0.001) to be lower when the label stated "now reduced in salt", compared to the soup without such label. Furthermore, consumers expected the soup with the tick logo to be more liked than the same soup with the tick logo and the "now reduced salt" label (P= 0.1). After consumers tasted the soups, no differences in liking or desire were found between the soups with the different labels.This study suggests that labels which notify consumers of a reduction in salt may have an adverse effect on consumers' expectation and potentially on the actual perceived taste of products.

The combined effect of front-of-pack nutrition labels and health claims on consumers' evaluation of food products

The majority of studies examining the effect of nutrition information on food packets (such as the nutrition information panel (NIP), front-of-pack labels (FoPLs) and health claims) have examined each in isolation, even though they often occur together. This study investigated the relationship between FoPLs and health claims since (i) they both appear on the front of packs and typically receive more attention from consumers than the NIP, (ii) they can convey contradictory messages (i.e., health claims provide information on nutrients that are beneficial to health while FoPLs provide information on nutrients associated with increased health risks) and (iii) there is currently scant research on how consumers trade off between these two sources of information. Ten focus groups (n = 85) explored adults' and children's reactions when presented with both a FoPL (the Daily Intake Guide, Multiple Traffic Lights, or the Health Star Rating) and a health claim (nutrient content, general-level-, or high-level). A particular focus was participants' processing of discrepant information. Participants reported that health claims were more likely to be considered during product evaluations if they were perceived to be trustworthy, relevant and informative. Trust and ease of interpretation were most important for FoPLs, which were more likely than health claims to meet criteria and be considered during product evaluation (especially the Health Star Rating and Multiple Traffic Lights). Results indicate that consumers generally find FoPLs more useful than health claims.

Globalisation and manufacturing strategy in the TCF industry

Purpose – The textiles, clothing, and footwear (TCF) industry has struggled in Australia since the government commenced dismantling tariffs. By sourcing from Asia, middlemen undercut established suppliers, and retail chains set benchmark low prices with their imported “house” labels. The policy-makers predicted that local producers would become more efficient, and export to make up for lost sales, but the media paints a picture of rising imports, retrenchments, and factory closures. The research objective was to discover what strategies the survivors (actually) employ in adapting to the pressures of globalisation.

Design/methodology/approach – More than 30 companies were involved in the study, ranging from small family businesses to subsidiaries of big multinationals. Each case study was based on an interview with a senior executive, normally followed by a plant tour. This methodology suits a fresh topic, as it avoids preconceptions and imposes no bounds.

Findings – Results show that the policy change was based on “pie in the sky” forecasts. Increasingly, TCF production is transferred to cheap offshore locations, generally via subcontracting plus the “badging” of foreign designs. To survive, local factories should focus on quality and customer service, preferably in niche markets (like uniforms), or for specific customer groups, and develop technologically advanced products. A move down the supply chain into retailing can also assist. Large multinational corporations that engage in foreign direct investment dominate the management literature.

Originality/value – This paper presents a different perspective, neglected in international operations management, whereby domestically oriented businesses attempt to defend themselves against the adverse consequences of globalisation.

Understanding parental motivators and barriers to uptake of child poison safety strategies: a qualitative study

Objectives: To develop an understanding of factors acting as barriers and motivators to parental uptake of child poison safety strategies.

Design: A qualitative study involving semistructured interviews and focus groups. A grounded theory approach was used for the collection and analysis of data.

Participants: Sixty five parents of children under 5 years of age, some of whom had experienced an unintentional child poisoning incident.

Results: A range of knowledge based, environmental, and behavioral barriers to comprehensive parental uptake of poison safety practices were identified. As a result there tended to be only partial implementation of safety initiatives in the home. Selection of safety practices was often guided by the interests and behaviors of the child. This made the child vulnerable to changes in the home environment, inadequate supervision, and/or shifts in their own behavior and developmental ability. Personal or vicarious exposure of a parent to a child poisoning incident was a significant motivator for parental review of safety practices.

Conclusion: Environmental measures targeting child resistant containers, warning labels, and lockable poisons cupboards will support parents’ efforts to maintain poison safety. Additional education campaigns using stories of actual poisoning incidents may help to increase awareness of risk and encourage increased uptake.

Evalutaion of the implementation of the folate-neural tube defect health claim and its impact on the availability of folate-fortified food in Australia

Objective: To evaluate the implementation of the folate-neural tube defect (NTD) health claim and its impact on the availability of folate-fortifed food in Australia.

Methods: During late 2005, a survey was conducted in 16 supermarkets across all Australian capital cities to identify the use of the folate-NTD health claim on the labels of the 128 food products listed in food standard 1.1A.2: 'Transitional standard - Health claims' and the number of products fortifed with folic acid.

Results: Seventy-nine per cent of existing listed food products were found and two of these were implementing the folate-NTD health claim. Forty-four per cent of these listed products, previously fortifed with folic acid, were no longer fortifed. One hundred and seventeen generally available food products were fortifed with folic acid, predominantly breakfast cereals (73%). Twenty-seven per cent of these folate-fortifed products were listed in the transitional standard.

Conclusions: The health claim was not used widely to inform women of child-bearing age of the importance of periconceptional folate intake. The increased availability of folate-fortifed products generally has occurred independently of the health claim. Defciencies in the verifcation system of the tested regulatory framework are identifed. The voluntary regulatory provisions for both folate fortifcation and the use of the health claim diminished the States' infuence over their implementation of public health tools.

The social validity of interventions for promoting preschool childrens peer interactions

This analogue study investigated the social validity of classroom interventions designed to promote peer interactions in young children. The influences of child characteristics and diagnostic labels on social validity ratings were examined, as were the relationships among three components of social validity. Forty-two preschool teachers completed a 15-item social validity scale that yielded scores pertaining to intervention goals, procedures and effects. Participants rated three types of intervention, which varied according to individuals targeted and intensity of programming procedures, with reference to one of three case descriptions of children with social interaction problems. Half the participants were provided with the child’s diagnostic label. Results indicated that social validity is affected by interactions between intervention methods and child characteristics. The inclusion of diagnostic labels in the case descriptions had no effect on social validity ratings. Strong positive relationships were found among the components of social validity. Implications for the use of empirically validated interventions in inclusive preschools are discussed.

Investigation of the value chain for creative products : a phenomenological study of the perceptions of music intermediaries

During the past decade, innovative digital technology and Internet marketplaces have created a variety of 'phenomena' of businesses, media and institutions considered to be important interaction channels in the music industry, along with an influx of Peer-to-Peer services such as Napster, and Kazaa shifting the business models of major music labels and distributors. Considering the Australian Music Association reported an annual retail turnover of approximately $300 million in 1992 and later in 1999, an increase in figures reported at $396.8 million with the inclusion of music DVD sales, the notion of value-adding to a music product emerges as a profitable venture at each length of the music industry's value chain. In spite of this, Australian studies have often overlooked the underlying perceptions, fears and ideas of those working within the value chain, especially regarding the impact of new technology on their roles. This paper identifies the perceptions of various intermediaries within the Australian Music Industry, identifying common themes and viewpoints amongst the study's participants. Consequently, the paper concluded that the perception of value in the music industry is somewhat influenced by a variety of factors, including music knowledge, communication and dependence on intermediaries to name a few. Common themes were revealed throughout the study include the perception of competitive advantage, new opportunities from new technology and the notion of defining a gimmick versus Value-Adding emerged as indicative of adding value from the study participants.