Using marketing to fish‐down bigheaded carp (Hypophthalmichthys spp.) in the United States: Eliminating the negative brand name, “carp”

Summary Invasive bigheaded carp species (Hypophthalmichthys spp.) from Asia have experienced rapid range expansion and population explosions in rivers of the United States resulting in ecosystem damage currently being witnessed and documented by fishery biologists. In addition, silver carp (H. molit...

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Veröffentlicht in:Journal of applied ichthyology 2019-10, Vol.35 (5), p.1141-1146
Hauptverfasser: Keevin, Thomas M., Garvey, James E.
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Garvey, James E.
description Summary Invasive bigheaded carp species (Hypophthalmichthys spp.) from Asia have experienced rapid range expansion and population explosions in rivers of the United States resulting in ecosystem damage currently being witnessed and documented by fishery biologists. In addition, silver carp (H. molitrix) present a danger of injury and death to unsuspecting boaters, water skiers or recreational fishers due to their propensity to jump in response to boat motor noise. Fishing‐down bigheaded carp populations for human consumption will reduce environmental damage and potential human injury and mortality until other control measures become available. The name “carp” conveys an extremely negative brand name for purposes of product marketing. We suggest that the silver carp be renamed by the professional scientific community to silverfin (a trademarked name currently used in culinary circles) and the bighead carp (H. nobilis) to bighead. The suggested common names changes represent a simple, albeit small step to reducing bigheaded carp population numbers based on sound product naming strategies developed and used in marketing science.
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source Wiley Online Library - AutoHoldings Journals
subjects Aquatic ecosystems
bigheaded carp
Boating
Boats
Brand names
Carp
Damage
Environmental changes
Environmental degradation
Explosions
Fish
Fisheries
Fishers
Fishery biologists
Fishing
Freshwater fishes
Hazards
Hypophthalmichthys
Hypophthalmichthys molitrix
Injury prevention
invasive species
Marketing
Noise reduction
Range extension
Rivers
Vernacular names
Wounds
title Using marketing to fish‐down bigheaded carp (Hypophthalmichthys spp.) in the United States: Eliminating the negative brand name, “carp”
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