Researchers at Michigan State University (MSU) have secured a $35,000 grant from the Horticultural Research Institute to investigate how emerging advertising strategies, including the use of artificial intelligence (AI), can enhance digital marketing efforts for horticultural businesses. The grant will support a project led by MSU researchers Juan Mundel and Patricia Huddleston, along with their collaborators, aimed at improving the effectiveness of online marketing in a sector valued at approximately $18.3 billion in the United States.
Despite the horticultural industry’s robust growth, online marketing strategies for live plant sales remain significantly underdeveloped when compared to other retail segments. This research seeks to bridge that gap by exploring how factors such as social media advertising, consumer personalization, and AI-generated imagery can influence purchasing behavior and consumer perceptions within this market.
Mundel noted that their preliminary findings suggest a correlation between the demographics of endorsers in plant advertisements and consumer attitudes. “The team also found that when endorsers in plant ads match consumers’ ages and ethnicities, the ads feel more personalized,” he said. “The perception of personalization boosts trust in the advertisement, improves overall attitudes toward it, and ultimately increases purchase intent.”
The research will build upon previous studies, reassessing earlier conclusions in light of rapidly evolving AI technologies. It will examine how consumers react to marketing images of plants that are either real or generated by AI. Huddleston emphasized that the project will also consider the potential downstream effects of these advertising approaches, analyzing both positive and negative impacts on consumer behavior.
This initiative not only aims to advance marketing strategies for horticultural businesses but also provides practical research experience for graduate and undergraduate students in MSU’s Media and Advertising Psychology Lab. These students will engage in hands-on learning that integrates theoretical concepts with real-world challenges, enhancing their skills and helping to offset their education costs.
“Students aren’t just learning concepts in the classroom,” Mundel explained. “They’re applying theory and methods to real-world challenges, which deepens their skills while helping offset the cost of their education.” The MAP Lab’s research scope includes various topics, such as cannabis marketing and its influence on consumer behavior, integrating perspectives from health communication and consumer identity.
As part of this project, students will gain experience in collecting eye-tracking data from a diverse set of consumers, which may differ significantly from data gathered in traditional classroom settings. “This will provide students with insights into practical applications of theoretical frameworks,” Huddleston added.
This research initiative reflects a growing recognition of the importance of modern marketing strategies in the horticultural industry, an area ripe for innovation as it adapts to the digital landscape. As online consumer engagement continues to evolve, understanding the implications of AI and personalized marketing will be crucial for businesses aiming to thrive in this competitive market.
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