Studies of woodland owner values, intentions, and actions have advanced understanding of barriers and motivators to active forest management. Social marketing research has likewise offered significant insights into the effective design of persuasive conservation campaigns and importance of factors such as message framing and use of social norms. Yet, evaluation of the attributes of outreach messages designed to encourage woodland owners to take action has received limited attention. We used an innovative marketing research approach, choice-based conjoint analysis, to determine what attributes of outreach messages are most persuasive. This study focused on woodland owners in the Midwest in the context of improving conditions for oak regeneration. We identified the importance of imagery and message source as of primary influence, whereas other attributes such as message framing and social norms were less influential. This study offers insights that can be evaluated with other targeted woodland owner audiences under different management contexts.

中文翻译：

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使用基于选择的联合分析创建有效的外联消息以促进橡木管理

对林地所有者的价值，意图和行动的研究对主动森林管理的障碍和动机有了更深的了解。社会营销研究同样提供了有效的说服性保护活动设计以及诸如消息框架和社会规范使用等因素重要性的重要见解。但是，对旨在鼓励林地所有者采取行动的宣传信息的属性评估受到的关注很少。我们使用了创新的市场研究方法，即基于选择的联合分析，来确定宣传信息的哪些属性最有说服力。这项研究的重点是在改善橡木再生条件下的中西部林地所有者。我们确定了图像和消息来源的重要性是主要影响因素，而其他属性（例如消息框架和社会规范）的影响较小。这项研究提供了可与其他目标林地所有者受众在不同管理环境下进行评估的见解。