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A Meal Service Design and Marketing Strategy Based on Cooperation and Persuasion Theories

Yang, Zhenhua
http://rave.ohiolink.edu/etdc/view?acc_num=ucin1491562652371938

Abstract Details

2017, MDES, University of Cincinnati, Design, Architecture, Art and Planning: Design.
This thesis is proposing a new meal service for college students. The service combines the methods of the cooking co-op model and meal kit services. The thesis was developed in two steps: first is theoretical research and the second is service design and marketing planning. Theoretical research includes primary research and secondary research. The primary research of the thesis focuses on students’ meal experience and discovering their needs in meals, preparing for the development of the service design. The secondary research aims at the social psychologist Carl Hovland’s theories of persuasion and communication, discussing three components of persuasion: 1) source, 2) message and 3) audience, and establishing the guidelines for marketing development. The second step is service design and business planning. According to the data collected previously, a CoCook proposal was established. The business plan starts with the creation of personas. Then, a customer journey map was developed to stimulate the purchasing process. Finally, the theory of persuasion, which is discussed in secondary research, was applied on the lead nurturing process.
Peter Chamberlain, M.F.A. (Committee Chair)
Dianne Hardin, M.S. M.Des. (Committee Member)
Tony Kawanari, M.A. I.D. (Committee Member)
Gerald Michaud, M.A. (Committee Member)
41 p.
Social Psychology
cooperation; business planning; marketing strategy; meal kit; human behavior; persuasion

Recommended Citations

Citations

  • Yang, Z. (2017). A Meal Service Design and Marketing Strategy Based on Cooperation and Persuasion Theories [Master's thesis, University of Cincinnati]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1491562652371938

    APA Style (7th edition)

  • Yang, Zhenhua. A Meal Service Design and Marketing Strategy Based on Cooperation and Persuasion Theories. 2017. University of Cincinnati, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ucin1491562652371938.

    MLA Style (8th edition)

  • Yang, Zhenhua. "A Meal Service Design and Marketing Strategy Based on Cooperation and Persuasion Theories." Master's thesis, University of Cincinnati, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1491562652371938

    Chicago Manual of Style (17th edition)

ucin1491562652371938
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© 2017, all rights reserved.
This open access ETD is published by University of Cincinnati and OhioLINK.