Over 70 papers have been published or presented worldwide using Conversion Model thinking. Please find some of our key papers below.

The Conversion Model – A New Foundation for Strategic Planning in Marketing
Hofmeyr, J 3rd Emac/Esomar Symposium, “New Ways in Marketing and Marketing Research, Athens, 1990

Segmentation Using Conversion Theory
Rice, J; Hofmeyr, J Swaziland, 1990 - 12th SAMRA Convention, Marketing to the Southern African Consumer of the 1990`s

The Conversion Model: Measuring Consumer Commitment and Potential for Change
Ceurvorst, R W AMA 24th Annual Attitude Research Conference, “Innovation and Efficiency in Attitude Research: Creative Solutions for Tough Times, Arizona, January 1993

The 1994 South African Election – The Research Experience
Rice, J 23rd MRSA Conference, “Simply the Best”, Double Bay NSW, Australia, October 1994

Integrating the Psychological Conversion Model with Database Information to Measure and Manage Customer Equity
Hofmeyr, J; Rice, J Journal of Database Marketing, Vol 3 No 1, 1995

Is Satisfaction Enough? Using the Conversion Model for Customer Retention and Acquisition
Hofmeyr, J Measuring Customer Satisfaction Conference, London, February 1995

The Solution to Measuring how Tourism, Advertising and Promotion Succeed in changing Travellers` Destination Decisions
Grenier, D Abstract Submission, TTRA Canada Conference, 1996

Committed Employees – The Key Focus in Strategic Development
Jamieson, D; Richards, T MRS Conference, United Kingdom, March 1996

Improving new product decisions through the combined use of sales forecasting and brand equity models
Richard Bennett, Robert Davis, Nancy North Canadian Journal of Marketing Research, Volume 15, 1996

Brand Commitment as the Predictor of Advertising Effect
Heath, R Admap, pp 53-57, April 1997

Buying Loyalty vs. Building Commitment: Developing the Optimum Retention Strategy
Richards, T ESOMAR, Spain, November 1997

What Can Advertising Realistically Achieve
Heath, R Admap Conference, United Kingdom, January 1998

The Relationship between Brand Usage and Advertising Tracking Measurements
Rice, J, Bennett, R Journal of Advertising Research, May/June 1998

Using Research and Database Marketing in Managing Customer Profitability
Smith, T, Gilmour, A Market Research Society Annual Conference, International Convention Centre, Birmingham, England, March 1998

A Brand Equity Measurement Based on Consumer Commitment to Brands
Ceurvorst, R W ARF Brand Equity Workshop, New York, February 1994

Creating Salience vs. Creating Differentiation: Implications for Marketers and Advertisers
Campbell, J SAMRA Annual Convention, September 1998

A method for using psychological commitment as a window to the motivations that lie behind behaviour in a database
Hofmeyr, J, Rice, J Journal of Database Marketing, Volume 7 No. 1, September 1999

The Impact of Consumers’ Commitment to Existing Brands on New Product Launch Strategies
Hofmeyr, J, Rice, J 'Winning Paper' at ESOMAR Congress 1999, The Race for Innovation, Marketing Research for Pole Position, Paris, France, September 1999

Satisfaction … Loyalty … Commitment, and the Way Forward, a section taken from " The CSM Continuum and the Evolving Science of Customer Satisfaction"
Hofmeyr, J February 2000 - 12th Annual Customer Satisfaction and Quality Measurement Conference

Application of the Conversion Model to Analysis of the Determinants of Black South African Women’s Smoking Lifestyles
Marks A.S, Hofmeyr J, Ratheb E Innovations in Social Marketing Conference 2000 Abstract, Washington, June 2000

Loyalty and Commitment - Not such a subtle difference
Dodd, J New Zealand Direct Marketing Association Inc, June 2002

The Great Customer Satisfaction Con
Hall, D First Presented to Market Research Society (NZ) National Conference, 2001

Understanding Commitment: The Key to Relationship Management
Rice, J Presented at: Pan Pacific Direct Marketing Conference, Sydney, Australia and Auckland, New Zealand, June 1999

Cause Related Marketing: The New Zealand View
Hall, D Voyage of Discovery: 1997 MRS Conference

How people consume advertising and its implications for media planning and the marketing mix
Hofmeyr, J Presented at the Advertising Research Foundation Conference, Chicago, USA, October 2002

Commitment based marketing
Fricker, F J; Hofmeyr, J H The American Marketing Association’s Brandsmart Conference, 27 Feb 2003

Building valuable, global brands
Hofmeyr, J 51st ARF Annual Convention and Boutique Expo, New York, USA, 17-19 April 2005

In Search of the Holy Grail …(A Holistic Measure of Brand Equity)
Hofmeyr, J; Richards, T; Friedman, L 51st ARF Annual Convention and Boutique Expo, New York, USA, 17-19 April 2005

How good are we at predicting stuff? A cynic’s view of existing behavioural models of the market research world
Patel, A 2005 SAMRA Convention, Cape Town, South Africa, 11-14 May

What does South Africa really look like? Segmenting South African Households to provide a new way to look at markets and customers
Hofmeyr, J; Ramaboa, K; Simpson, J 2005 SAMRA Convention, Cape Town, South Africa, 11-14 May

Self-Reported Behaviour – Fact or Fiction? A Critical Examination of the Relationship and Disparity between Reality and Reported Reality
Louw, A; Withington, V; Jansen, A 2005 SAMRA Convention, Cape Town, South Africa, 11-14 May

Outsourcing International Marketing Research to South Africa: Wishful thinking or realistic opportunity?
van der Walt, L; Liddle, N; Duveen-Apostolou, S 2005 SAMRA Convention, Cape Town, South Africa, 11-14 May

How loud should I be yelling now? Establishing how much to spend on advertising when everyone else is spending too
Ellis, R; Wertheim, L 2005 SAMRA Convention, Cape Town, South Africa, 11-14 May

Extending Customer Lifetime Valuation to Include the Effects of Competitors
Durbach, I; Hofmeyr, J; Stockwell, L 2004 Conversion Model conference

The New Generation of Brand Research
Hawkins, R; Subramanian, S ESOMAR Asia Pacific 2006 Conference, Mumbai, 19-21 March

Brand Ambition & Portfolio Management: How Understanding Customers Can Help Develop Better Positioning Strategies
Collier,P; Patel, A; Friedman, L International Brand Conference: Re-branding and Brand Expansion, Kiev, May 2006

The Relationship Between Brand Architecture and Brand Equity
Jansen,A; Nowotny, S SAMRA Convention, May 2007

The Power of Packaging
Louw,A; Kimber, M SAMRA Convention, May 2007

Brand Evolution & Brand Architecture: Implications for Research and Brand Strategy
van der Walt, L TNS Annual Global Consumer Sector Summit, Berlin, May 2007