Although it appears increasingly important yet potentially challenging to attract customers to physical stores, location-based messaging, i.e., delivering mobile phone messages using data about the recipient's location when that recipient is near the sender, has been said to enable such attraction. Still, existing studies offer very limited insight into which particular location-based persuasion approach retailers should use. Drawing on persuasion theory, this exploratory study aims to investigate and compare the potential of two discrepant persuasion techniques (scarcity and social proof) to influence customers' experiences and thereby stimulate them to visit the retailer's physical store. A factorial survey design was applied to test the research model. Data were collected from a sample of actual customers of a Dutch fashion retailer (n = 579). The results suggest that scarcity is a more effective persuasion technique in the studied context than social proof; scarcity-focused messages appear to be experienced as more informative, more entertaining and less irritating, seem to be valued more because of this, and are thus more likely to incline customers to visit the store. We discuss these findings and their implications for theory as well as for practice.
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Campuses are increasingly positioning themselves as attractive locations forbusinesses. This research studies how this plays out in Amsterdam. We conclude that there is currently much fragmentation in efforts to position the campus landscape as business location, and provide some policy recommendations.
Several studies have suggested that precision livestock farming (PLF) is a useful tool foranimal welfare management and assessment. Location, posture and movement of an individual are key elements in identifying the animal and recording its behaviour. Currently, multiple technologies are available for automated monitoring of the location of individual animals, ranging from Global Navigation Satellite Systems (GNSS) to ultra-wideband (UWB), RFID, wireless sensor networks (WSN) and even computer vision. These techniques and developments all yield potential to manage and assess animal welfare, but also have their constraints, such as range and accuracy. Combining sensors such as accelerometers with any location determining technique into a sensor fusion systemcan give more detailed information on the individual cow, achieving an even more reliable and accurate indication of animal welfare. We conclude that location systems are a promising approach to determining animal welfare, especially when applied in conjunction with additional sensors, but additional research focused on the use of technology in animal welfare monitoring is needed.
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