Department of Horticulture, Forestry and Recreation Resources
What Customers Really See: Eye-Tracking Research in Retail Garden Centers
Presented by: Dr. Bridget Behe, Professor, Michigan State University
Monday, September 16, 2013
Dr. Bridget Behe has devoted the past 20 years to investigating the consumer
perspective of the horticulture industry. Her most recent work has centered on new eyetracking technology, which is helping to better understand what consumers see and what they ignore in ads, displays, and the shopping experience.
Dr. Bridget Behe Bio:
Professor of Horticulture at Michigan State University (40% Research/40% Teaching/20% Extension). She teaches classes and conducts research on marketing horticultural products, both edible and ornamental. Each year she teaches three courses on marketing and management for horticulture majors at Michigan State. Bridget has conducted over 75 consumer and market research projects, written more than 500 publications in the trade press and peer-reviewed journals. One key research project underway is to use eye-tracking technology to improve the effectiveness of displays and other point-of-purchase communications. Bridget speaks to professionals and industry groups regionally and nationally each year. She has been the marketing columnist for Greenhouse Management magazine for 15 years and has been the “Ask the Expert” and the “FlowrMD” for the Flower Promotion Organization for the last 6 years. She is a member and past-chair of a multi-state USDA project on marketing and economics of ornamental plants (S1051 or The Green Research Consortium), and is a Certified Florist.
She joined Michigan State’s faculty in August 1997 as an Associate Professor, after serving for 8 years as Assistant Professor then Associate Professor at Auburn University in Alabama. She was promoted to Professor in 2000. She went to Auburn after earning her Ph.D. in horticulture (with an emphasis in marketing) from Penn State University. She completed her M.S. in horticulture at The Ohio State University, taking nearly every course in the M.B.A. program, and, additionally, courses in multivariate statistics. Prior to that, Bridget earned simultaneous B.S. degrees from Penn State in both horticulture and agricultural education.