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  • Willingness to pay for midwife-endorsed product: An Australian best-worst study

    Author(s)
    Lahtinen, V
    Rundle-Thiele, S
    Adamsen, JM
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2016
    Metadata
    Show full item record
    Abstract
    This article examined the impact of midwife endorsement on stated choice preferences in one of the highest volume baby care product categories, diapers. An online survey was conducted testing 12 alternatives of which six were midwife endorsed. A total of 215 responses were analyzed using best–worst and multinomial logit modeling. Results indicate that package size, price, and brand are more sensitive predictors of stated choice preferences than midwife endorsement. Respondents were willing to pay 2.3% more for a diaper that was endorsed by midwives. These findings suggest that midwife endorsement should be pursued by health ...
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    This article examined the impact of midwife endorsement on stated choice preferences in one of the highest volume baby care product categories, diapers. An online survey was conducted testing 12 alternatives of which six were midwife endorsed. A total of 215 responses were analyzed using best–worst and multinomial logit modeling. Results indicate that package size, price, and brand are more sensitive predictors of stated choice preferences than midwife endorsement. Respondents were willing to pay 2.3% more for a diaper that was endorsed by midwives. These findings suggest that midwife endorsement should be pursued by health marketers.
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    Journal Title
    Health Marketing Quarterly
    Volume
    33
    Issue
    1
    DOI
    https://doi.org/10.1080/07359683.2016.1131576
    Subject
    Marketing
    Marketing not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/173383
    Collection
    • Journal articles

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