April 12, 2017 - 4:00 pm
April 12, 2017 - 5:00 pm
AddressReynolds School of Journalism, University of Nevada, Reno, Reading Room View map
Communication theory can help spur actions in communities. Dr. Bret Shaw will present on how to use market research to promote local food in the Reynolds School Reading room on April 12 at 4 p.m.
This presentation will share the results of consumer survey that investigated attitudes and behaviors when it comes to buying local produce. The survey addressed such questions such as what factors make a shopper more likely to purchase local food and whether particular motivations for purchasing local food more important than others. Building on these results, Dr. Shaw will describe the results of a theoretically informed message testing field test conducted on Facebook to determine which targeted advertisements were most effective in helping local farmers build consumer interest in buying Community Supported Agricultural (CSA) shares.
Bret Shaw is Environmental Communication Specialist for University of Wisconsin-Extension and an associate professor in the Department of Life Sciences Communication at the University of Wisconsin-Madison. He focuses on planning, implementing and evaluating social marketing campaigns dealing with natural resource management issues such as water quality, land use and environmental conservation. He teaches courses on social marketing, environmental communication, and science communication.
Shaw received his Ph.D. in the School of Journalism and Mass Communication at UW–Madison, where his teaching and research experience related to strategic communication. After completing his graduate work, he worked as a market research manager in the technology industry in California.
Shaw has published in a diverse range of peer-reviewed journals including Society and Natural Resources, Journal of Environmental Psychology, Science Communication, Conservation Biology, Environmental Management, Social Marketing Quarterly, Lake and Reservoir Management, Energy Policy, Politics and the Life Sciences, Journal for the Study of Religion, Nature & Culture, Human Dimensions of Wildlife, American Behavioral Scientist, and Public Understanding of Science, among others.
He has also published extensively in the health communication literature with financial support from the National Institutes of Health and private philanthropic organizations, focusing on how to use technology to help people living with cancer or substance abuse disorders. He has received national and international media attention for the studies he has published.
A list of his publications on Google Scholar can be found here.