Dr Paul Burke

Buchanan, J.D., Prescott, A.E., Schuck, S.R., Aubusson, P.J., Burke, P.F. & Louviere, J.J. 2013, 'Teacher retention and attrition: Views of early career teachers', The Australian Journal of Teacher Education, vol. 38, no. 3, pp. 112-129.

Greenacre, L.M., Burke, P.F., Denize, S.M. & Pearce, R. 2012, 'The choice of content by information providers in word of mouth communications', Academy of Marketing Studies Journal, vol. 16, no. Special issue, pp. 19-34.
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Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive understanding of the flow of market information through interpersonal networks is therefore of unique theoretical and practical importance. Present Word-of-Mouth research is receiver centric, largely ignoring the role of the information provider as a gatekeeper to information dissemination. The objective of this research is to develop a more comprehensive understanding of Word-of-Mouth by modelling the decision making behaviour of information providers. Adopting the network theory general assumption of altruistic exchange motivation, this research uses a choice modelling

Auger, P., Devinney, T.M., Louviere, J.J. & Burke, P.F. 2010, 'The importance of social product attributes in consumer purchasing decisions: A multi-country comparative study', International Business Review, vol. 19, no. 2, pp. 140-159.
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This paper examines the role that social attributes+environmental and labour conditions+play in product choice across a range of developed and emerging economies. We use a multi-attribute design to force consumers to not only trade-off social attributes with tangible attributes but also make trade-offs with other intangible attributes, namely brand and country of origin. Our results show that: (1) social attributes are generally more influential in developed than in emerging economies, (2) the importance of social attributes holds across high and low involvement products, and (3) social attributes can influence product choice even when other intangible attributes are included in the design. We believe that our results offer a more accurate picture of the role of social attributes since they are based on a multi-cue, multi-product design that forced consumers to make tradeoffs between tangible and intangible attributes.

Burke, P.F., Burton, C.T., Huybers, T., Islam, T., Louviere, J.J. & Wise, C. 2010, 'The scale-adjusted latent class model: Application to museum visitation', Tourism Analysis, vol. 15, no. 2, pp. 147-165.
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Preferences of tourists and visitors are varied in a number of markets, making it difficult for managers to understand how underlying segments might respond to changes in service offerings. Market segments differ in preferences for specific features, as well as how consistently they make their choices. In this article, we illustrate recent developments in choice modeling that allows for simultaneously modeling feature preferences and consistency of choice. We use the Scale-Adjusted Latent Class Model (SALCM) to better understand choices in the context of a research project conducted in collaboration with six major Australian museums involving a sample of 3,685 museum visitors. We identify three preference classes of museum-goers that explain preferences for levels of26 museum attributes: Life Force (two thirds of visitors), Educated Thinkers, and Wealthy At-Homes. Our results indicate sensitivity to general entry prices, including preference for free entry or entry "by donation." Tours are preferred if smaller, lengthier, and conducted by paid museum staff. Not unexpectedly, the findings suggest that museums should cater for children, with some classes responding positively to providing supervised child areas. Most visitors prefer museums that are dynamic, offer new experiences, and regularly update permanent displays. However, the three classes identified have different overall experience preferences; for example, Educated Thinkers see museums as an educational opportunity, but Wealthy At-Homes prefer entertaining experiences. Incentives for return visits and cross-museum promotional offers are valued by the Life Force class, but have little effect on Educated Thinkers. The SALCM approach may be attractive to other areas of tourism analysis, especially where offerings contain many attributes and potential market segments are difficult to define and understand.

Auger, P., Devinney, T.M., Louviere, J.J. & Burke, P.F. 2008, 'Do social product features have value to consumers?', International Journal of Research in Marketing, vol. 25, no. 3, pp. 183-191.
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The present paper utilizes a random utility theoretic experimental design to provide estimates of the relative value that selected consumers place on the social features of products. Experiments were conducted in Hong Kong and Australia using both university students and supporters of the human rights organization Amnesty International. The paper focuses on two classes of social features, +labor practices+ and +animal rights and the environment+. The results show that the social features of products can, on average, affect an individuals' likelihood of purchasing a product. Also, this paper finds distinctive segments of ethically orientated consumers.

Burke, P.F. & Reitzig, M. 2007, 'Measuring patent assessment quality - analyzing the degree and kind of (in)consistency in patent offices' decision making', Research Policy, vol. 36, no. 9, pp. 1404-1430.
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Islam, T., Louviere, J.J. & Burke, P.F. 2007, 'Modeling the effects of including/excluding attributes in choice experiments on systematic and random components', International Journal of Research in Marketing, vol. 24, no. 4, pp. 289-300.
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This paper examines the impact of attribute presence/absence in choice experiments using covariance heterogeneity models and random coefficient models. Results show that attribute presence/absence impacts both mean utility (systematic components) and choice variability (random components). Biased mean effects can occur by not accounting for choice variability. Further, even if one accounts for choice variability, attribute effects can differ because of attribute presence/absence. Managers who use choice experiments to study product changes or new variants should be cautious about excluding potentially essential attributes. Although including more relevant attributes increases choice variability, it also reduces bias.

Verma, R., Louviere, J.J. & Burke, P.F. 2006, 'Using a market-utility-based approach to designing public services: A case illustration from United States Forest Service', Journal Of Operations Management, vol. 24, no. 4, pp. 407-416.
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Government and public services have to not only enforce the requirements of the regulatory policies, but also have to satisfy the needs of preferences of their clients and customers. In this paper, we summarize the results of a multi-year case study cond

Auger, P., Burke, P.F., Devinney, T.M. & Louviere, J.J. 2003, 'What will consumers pay for social product features?', Journal Of Business Ethics, vol. 42, no. 3, pp. 281-304.
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Freire Souza, F. & Burke, P.F. 2012, 'Brand halo: understanding its implications, shortcomings and directions for choice studies', 2012 ANZMAC Conference, Adelaide, December 2012 in Proceedings of ANZMAC 2012, ed (anon), Australian and New Zealand Marketing Academy, Adelaide, Australia.
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Humans bias their evaluations of specific personal traits in line with an overall perception of the subject being assessed (Thorndike, 1920). This phenomenon, named Halo Effects, opposes the classic view in psychology regarding the sequence of attitude formation, contending that affect can influence beliefs. In a marketplace setting, halo effects lead to the proposal that a consumer+s valuation of specific product characteristics are inflated or deflated in a manner that echoes their attitude towards the brand. This distortion may induce violations in the economic assumption of rationality in decision-making. This study reviews brand halo effects in consumer choice and its measurement, proposing boundary conditions that may moderate this bias and affect modern market research techniques that rely on untangling a product+s utility. It also attempts to explain why the importance of accounting for individual perceptions about brands in developing predictive choice models is a worthwhile endeavour.

Wise, C. & Burke, P.F. 2009, 'Difficult to evaluate product features: Why credible branding matters', Australian and New Zealand Marketing Academy Conference, Melbourne, November 2009 in Proceedings of the Australian and New Zealand Marketing Academy Conference, ed Tojib, D, ANZMAC, Melbourne, pp. 1-9.
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This paper examines how difficulty in evaluation affects the role of features in consumer choice. Hsee+s (1996) work on evaluability of attributes suggests that hard-to-evaluate features become more (less) important in joint (separate) evaluation tasks where other feature levels are (not) present. Extending this, we examine what happens when difficulty in evaluating features remains even when the benchmark of another feature level is present. Using signalling theory, we argue that consumers utilise brand information, but the extent to which this occurs depends on feature evaluability. Preliminary data shows support for the hypothesised effects, suggesting credible branding generates value in terms of an overall effect on product assessment, but can additionally counteract the effects of hard-to-evaluate features being discounted in choice.

Burke, P.F., Auger, P., Devinney, T.M. & Louviere, J.J. 2008, 'Evaluating the valuation of ethical features', International Centre for Anti Consumption Research, Faculty of Economics and Business, The University of Sydney, December 2008 in International Centre for Anti Consumption Research (ICAR) Conference, ed Black, I, Faculty of Economics and Business, The University of Sydney, Sydney, Australia, pp. 1-8.
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Burke, P.F., Burton, C.T., Wise, C., Louviere, J.J. & Huybers, T. 2007, 'Museum Visitors Care about Everything! Using Best-Worst Scaling for Strategic Focus', Australian and New Zealand Marketing Academy Conference, Dunedin, New Zealand, December 2007 in Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, ed Thyne, M.; Deans, K.; Gnoth, J., Otago University, Dunedin, New Zealand, pp. 459-467.
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Museums face similar challenges to those encountered by managers of fast-moving consumer goods. For instance, both must determine what things (factors) attract consumers (visitors) to their products (museums). Several methodologies have been applied in this area to find out what matters to visitors. In general, these methods produce lengthy lists and do not discriminate between items in terms of relative positioning. In this paper, we explore the use of best-worst scaling (BWS) to reduce and to quantify factors in their order of impact or importance. BWS is simple to use, producing results that are easy to communicate to nontechnical audiences, fostering links between research and actionable implications. We use an example with museum visitors to provide insights into the applicability of this technique to the arts sector, its limitations and areas for further research.

Burke, P.F. & Greenacre, L.M. 2007, 'The Young and the Reckless: Message (In)Effectiveness about the Physical Consequences of Motor-Vehicle Accidents for Young Inexperienced Drivers', Australian and New Zealand Marketing Academy Conference, Dunedin, New Zealand, December 2007 in Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, ed Thyne, M.; Deans, K.; Gnoth, J., University of Otago, Dunedin, New Zealand, pp. 1152-1159.
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Many marketing communication strategies focus on the physical consequences of accidents to change young and inexperienced drivers management of risk and to curb their overrepresentation in fatalities. To assess this approach, we consider a framework of risk with two elements (uncertainty and consequences). We argue that drivers are uncertain about accidents occurring, and that young inexperienced drivers inappropriately cognitively manage this uncertainty by distorting their views on self-risk relative to drivers whom are more experienced or in their own peer group. We present evidence supporting this. We also consider, and find evidence to support the view, that young less experienced drivers are primarily concerned with physical consequences of risky driving behaviour relative to other consequences. It is concluded that the message has gotten through to such drivers about this consequence as a result of existing campaigns. Future research should now examine whether a change in theme may bring about further reductions in vehicle accidents among these drivers.

Burke, P.F. 2006, 'Meaningless and ambiguous differentiation: considering their relative value using random utility theory and signalling theory', Australian and New Zealand Marketing Academy Conference, Brisbane, Australia, December 2006 in Advancing Theory, Maintaining Relevance - Proceedings of the 2006 ANZMAC Conference, ed Ali, Y; van Dessel, M, ANZMAC, Brisbane, Australia, pp. 1-7.
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Greenacre, L.M., Burke, P.F. & Denize, S.M. 2006, 'Important information in word of mouth communication: acquisition vs. dissemination', Australian and New Zealand Marketing Academy Conference, Brisbane, Australia, December 2006 in Advancing Theory, Maintaining Relevance - Proceedings of the 2006 ANZMAC Conference, ed Ali, Y; van Dessel, M, ANZMAC, Brisbane, Australia, pp. 1-7.
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Burke, P.F. 2005, 'Seeking simplicity in complexity: profiling consumers who prefer easy-to-use products in the DVD recorder market', Australian and New Zealand Marketing Academy Conference, Fremantle, Australia, December 2005 in Broadening the Boundaries - ANZMAC 2005 Conference Proceedings, ed Purchase, S, University of Western Australia, Perth, Australia, pp. 1-7.
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Delaney, J.A., Burke, P.F. & Gudergan, S. 2005, 'National culture, materialism and consumption behaviour', Australian and New Zealand Marketing Academy Conference, Fremantle, Australia, December 2005 in Broadening the Boundaries - ANZMAC 2005 Conference Proceedings, ed Purchase, S, University of Western Australia, Perth, Australia, pp. 21-27.
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Auger, P., Burke, P.F., Devinney, T.M. & Louviere, J.J. 2004, 'Consumer reaction to social issues: a six country study.', Engineering Mathematics and Applications Conference, Murcia, Spain, May 2004 in Proceedings of the 33rd EMAC Conference: +Worldwide Marketing?+, ed -, University of Murcia, Murcia, Spain, pp. 1-5.
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Burke, P.F. 2004, 'Constructing willingness to pay for product attributes in the probability space.', Australian and New Zealand Marketing Academy Conference, Wellington, New Zealand, November 2204 in Conference Proceedings of the 2004 Australian and New Zealand Marketing Academy Conference: "Marketing Accountabilities and Responsibilities", ed Wiley, J; Thirkell, P, ANZMAC, Wellington, pp. 1-7.
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Schuck, S.R., Aubusson, P.J., Kearney, M.D., Frischknecht, B.D. & Burke, P.F. 2012, 'Choice at the pedagogy-technology interface: Interactive whiteboards for learning', University of Technology, Sydney, Sydney, pp. 1-123.
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Schuck, S.R., Aubusson, P.J., Buchanan, J.D., Louviere, J.J., Burke, P.F., Prescott, A.E. 2012, 'Retaining effective early career teachers in NSW schools', UTS: CRLC and CENSOC, Sydney, pp. 1-193.
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This project was commissioned by the NSW Department of Education and Training. This four and a half year research project had the aims of tracking a cohort of final year (2005) preservice teacher education students through their post-graduation experience into 2006, 2007, 2008 and 2009, in order to understand more clearly the reasons why some early career teachers (ECTs) in NSW public schools choose to leave the profession, and why others choose to remain; and in order to develop strategies to increase the retention rate of effective teachers during their early years of teaching.