Marketing the urban forest: an art of persuasion

Discusses the use of persuasive techniques and words in marketing urban forestry. [UMN]

"The goal of marketing the urban forest is to persuade our target audience to act rather than to provide education. There must be a relative advantage for someone to do something you want him or her to do. Our market research gained insight into what words, messages and images will be persuasive - reveal the relative advantage, and motivate local elected officials to change behavior." [Abstract]

[September 17-20, 2003, San Antonio, Texas]