Pub Date : 2024-09-17DOI: 10.1177/02761467241280364
Michael R. Hyman, Vaidas Lukosius
In their article entitled “AI is Changing the World: For Better or for Worse?” Grewal, Guha, and Becker imply two symptom-avoidance rather than goal-approach questions: (1) What fundamental societal problems, previously identified in the marketing literature, will AI exacerbate? and (2) How can society remedy these problems? By only considering articles published in prestigious marketing-related journals, their restrictive bottom-up thought-leader-grounded process for deriving answers to these questions is blinkered and somewhat backward-looking. Instead, a top-down approach, driven by preferred-outcome questions like ‘How can marketing best help optimize societal flourishing in a post-scarcity, AI-rich environment?’, may foster comprehensive, extra-disciplinary, future-oriented, and proactive analyses that yield more effective answers. We close by speculating that marketing can survive in a transhuman and AI-rich environment.
{"title":"Refocusing and Futuring Perspectives on AI in Marketing","authors":"Michael R. Hyman, Vaidas Lukosius","doi":"10.1177/02761467241280364","DOIUrl":"https://doi.org/10.1177/02761467241280364","url":null,"abstract":"In their article entitled “AI is Changing the World: For Better or for Worse?” Grewal, Guha, and Becker imply two symptom-avoidance rather than goal-approach questions: (1) What fundamental societal problems, previously identified in the marketing literature, will AI exacerbate? and (2) How can society remedy these problems? By only considering articles published in prestigious marketing-related journals, their restrictive bottom-up thought-leader-grounded process for deriving answers to these questions is blinkered and somewhat backward-looking. Instead, a top-down approach, driven by preferred-outcome questions like ‘How can marketing best help optimize societal flourishing in a post-scarcity, AI-rich environment?’, may foster comprehensive, extra-disciplinary, future-oriented, and proactive analyses that yield more effective answers. We close by speculating that marketing can survive in a transhuman and AI-rich environment.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2024-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142249669","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-09-14DOI: 10.1177/02761467241269832
Angeline Close Scheinbaum, Laurel Steinfield, Mike Giebelhausen, Susan Dobscha
This set of studies tackles a timely, important, yet often overlooked component of marketing—encouraging marketing actors to engage in a socially just and responsible orientation to improve decision-making. We build on ethical, sustainable, social justice, and social marketing pedagogy by combining transformative learning theories with stakeholder recognition to provide a model that explains how marketers can develop a transformative orientation. With five studies, including three semester-long field experiments, one natural experiment/event study on Black Lives Matter Google searches, and a lab experiment, we present captivating empirical evidence that market actors can change their orientation to be more responsible and just. The model recognizes the importance of using a balanced frame of reference for marketing, and how this is mediated by metacognition activation and perspective gathering. This paper provides initial empirical evidence demonstrating how the way marketing materials are presented can improve the degree of transformation.
{"title":"A Transformative Orientation Model for Encouraging Responsible Marketing Actions","authors":"Angeline Close Scheinbaum, Laurel Steinfield, Mike Giebelhausen, Susan Dobscha","doi":"10.1177/02761467241269832","DOIUrl":"https://doi.org/10.1177/02761467241269832","url":null,"abstract":"This set of studies tackles a timely, important, yet often overlooked component of marketing—encouraging marketing actors to engage in a socially just and responsible orientation to improve decision-making. We build on ethical, sustainable, social justice, and social marketing pedagogy by combining transformative learning theories with stakeholder recognition to provide a model that explains how marketers can develop a transformative orientation. With five studies, including three semester-long field experiments, one natural experiment/event study on Black Lives Matter Google searches, and a lab experiment, we present captivating empirical evidence that market actors can change their orientation to be more responsible and just. The model recognizes the importance of using a balanced frame of reference for marketing, and how this is mediated by metacognition activation and perspective gathering. This paper provides initial empirical evidence demonstrating how the way marketing materials are presented can improve the degree of transformation.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2024-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142249717","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-09-14DOI: 10.1177/02761467241267380
David Shaw, Fiona Harris, Haider Ali
National government programmes tackling complex social problems have adopted a macro-social marketing approach, with resultant campaigns increasingly containing a partnerships element. However, a lack of academic literature regarding partnerships in macro-social marketing exists, particularly the ‘why’ of partnerships in national behaviour change interventions. Using a case study methodology, data were collected through three methods (participant observation, document analysis and semi-structured interviews) and analysed using thematic analysis. This paper offers a greater theoretical understanding of why partnerships are used in national social marketing programmes. The findings uncover a new way of conceptualising partnerships in macro-social marketing: holistically as a strategic concept that supports system-wide behaviour change. The findings further reveal that, as a concept, partnerships can play a strategic role in the long-term development and delivery of solutions to tackle complex social problems. Two types of partnerships—strategic partnerships and signposting (tactical) partnerships—are identified and defined.
{"title":"Partnerships as Strategy in Macro-Social Marketing","authors":"David Shaw, Fiona Harris, Haider Ali","doi":"10.1177/02761467241267380","DOIUrl":"https://doi.org/10.1177/02761467241267380","url":null,"abstract":"National government programmes tackling complex social problems have adopted a macro-social marketing approach, with resultant campaigns increasingly containing a partnerships element. However, a lack of academic literature regarding partnerships in macro-social marketing exists, particularly the ‘why’ of partnerships in national behaviour change interventions. Using a case study methodology, data were collected through three methods (participant observation, document analysis and semi-structured interviews) and analysed using thematic analysis. This paper offers a greater theoretical understanding of why partnerships are used in national social marketing programmes. The findings uncover a new way of conceptualising partnerships in macro-social marketing: holistically as a strategic concept that supports system-wide behaviour change. The findings further reveal that, as a concept, partnerships can play a strategic role in the long-term development and delivery of solutions to tackle complex social problems. Two types of partnerships—strategic partnerships and signposting (tactical) partnerships—are identified and defined.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2024-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142249715","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-22DOI: 10.1177/02761467241269939
Forrest Watson, Jacqueline M. Campbell
Incorporating technology into the classroom to facilitate learning outcomes is essential to preparing the next generation of macromarketers given the pedagogical importance of multiliteracies and digital storytelling. StoryMaps was the platform for a semester-long project of a global business course in which students created and presented a digital story of how a chosen company should be resilient in the face of changing and interconnected macro factors, as well as the societal and sustainability implications of its decisions. The quantitative and qualitative findings of the student outcomes are reported, including their learning about the complexity of multiple stakeholders and ethics and sustainability in business. The implications for how technology can be used to incorporate macromarketing into the business classroom are discussed.
{"title":"Visualizing Macomarketing: StoryMaps for the Technology-Infused Classroom","authors":"Forrest Watson, Jacqueline M. Campbell","doi":"10.1177/02761467241269939","DOIUrl":"https://doi.org/10.1177/02761467241269939","url":null,"abstract":"Incorporating technology into the classroom to facilitate learning outcomes is essential to preparing the next generation of macromarketers given the pedagogical importance of multiliteracies and digital storytelling. StoryMaps was the platform for a semester-long project of a global business course in which students created and presented a digital story of how a chosen company should be resilient in the face of changing and interconnected macro factors, as well as the societal and sustainability implications of its decisions. The quantitative and qualitative findings of the student outcomes are reported, including their learning about the complexity of multiple stakeholders and ethics and sustainability in business. The implications for how technology can be used to incorporate macromarketing into the business classroom are discussed.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2024-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142206910","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-21DOI: 10.1177/02761467241275157
Forrest Watson
{"title":"Book Review: Community, Economy and COVID-19: Lessons from Multi-Country Analyses of a Global Pandemic by Clifford J. Shultz, II, Don R. Rahtz, M. Joseph Sirgy","authors":"Forrest Watson","doi":"10.1177/02761467241275157","DOIUrl":"https://doi.org/10.1177/02761467241275157","url":null,"abstract":"","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2024-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142226360","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-16DOI: 10.1177/02761467241274309
Lay Tyng Chan, Vicki Janine Little
This study focuses on mundane consumption behavior from a practice theoretical perspective, and in particular, on household cleaning. Cleaning is an unquestioned part of everyday domestic life, usually carried out unreflexively. Over time, cleaning practices have become increasingly resource-intensive, contributing to overconsumption of water, and pollution through damaging chemicals. A critical ethnography of 10 Malaysian Chinese families unpacks the pre-formation, formation and lock-in of damaging cleaning practices, enriching understanding of how problematic practices are shaped by consumer culture and market forces. Three practice evolution drivers were identified: Diseases and paranoia (meanings), socio-cultural modernization (competencies), and technology modernization (materials). In response to perceptions of existential threat and aspirations to modernity, consumers both resisted and submitted to market forces; becoming locked in to repeating cycles of recontamination, resetting, and reinforcement. Reflecting wider social tensions, cleaning practices both co-constituted and challenged a toxic system, as the households continuously negotiated imagined boundaries of ‘safe’ and ‘dangerous’ inside and outside the home. Based on these insights, the study challenges accepted logics of policy intervention, calling for more ethical and situated responses to wicked problems.
{"title":"Cleaning Like Crazy: How Resistance Processes Lock in Problematic Practices and Damaging Overconsumption","authors":"Lay Tyng Chan, Vicki Janine Little","doi":"10.1177/02761467241274309","DOIUrl":"https://doi.org/10.1177/02761467241274309","url":null,"abstract":"This study focuses on mundane consumption behavior from a practice theoretical perspective, and in particular, on household cleaning. Cleaning is an unquestioned part of everyday domestic life, usually carried out unreflexively. Over time, cleaning practices have become increasingly resource-intensive, contributing to overconsumption of water, and pollution through damaging chemicals. A critical ethnography of 10 Malaysian Chinese families unpacks the pre-formation, formation and lock-in of damaging cleaning practices, enriching understanding of how problematic practices are shaped by consumer culture and market forces. Three practice evolution drivers were identified: Diseases and paranoia (meanings), socio-cultural modernization (competencies), and technology modernization (materials). In response to perceptions of existential threat and aspirations to modernity, consumers both resisted and submitted to market forces; becoming locked in to repeating cycles of recontamination, resetting, and reinforcement. Reflecting wider social tensions, cleaning practices both co-constituted and challenged a toxic system, as the households continuously negotiated imagined boundaries of ‘safe’ and ‘dangerous’ inside and outside the home. Based on these insights, the study challenges accepted logics of policy intervention, calling for more ethical and situated responses to wicked problems.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2024-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142206911","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-09DOI: 10.1177/02761467241264987
{"title":"Ad Hoc ReviewersJournal of MacromarketingVolume 44, Number 3, September 2024","authors":"","doi":"10.1177/02761467241264987","DOIUrl":"https://doi.org/10.1177/02761467241264987","url":null,"abstract":"","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141923986","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-09DOI: 10.1177/02761467241269873
Wided Batat
This position paper presents ‘holixec education,’ a groundbreaking model in higher education that merges holistic instruction with execution-oriented learning strategies. The term ‘holixec’ is a blend of ‘holistic’ and ‘execution.’ This innovative approach, particularly pertinent in business schools, enhances learners’ readiness for the workplace. The model is operationalized through the MECCDAL Method, a seven-pillar educational framework explicitly crafted for business schools. It necessitates a comprehensive reevaluation of the student's learning journey, the higher education system, and the academic culture in light of significant industry transformations. Holixec education aligns with students’ diverse developmental needs and addresses workforce demands and environmental challenges. It offers a theoretically grounded and practical educational framework that promotes balanced personal growth, enhances well-being, and cultivates relationships among students and various stakeholders. The paper posits that holixec education has the potential to transform academic teaching and learning, heralding a new epoch in business schools and higher education at large. It extends Bourdieu's theory of human development capital by broadening the dimensions of cultural capital to include artistic and media elements, and by introducing a novel form known as well-being capital. Also, the holixec paradigm enriches Miller's holistic education theory by integrating the execution approach at the heart of business sciences. Moreover, it provides a theoretical underpinning for the seven-pillar MECCDAL education model through the holixec paradigm. The contributions of this article underscore the potential of the holixec education model for rethinking the current higher education system.
{"title":"Introducing Holixec Education: A Human-Centric Approach to Learner Workplace Readiness via the MECCDAL Method","authors":"Wided Batat","doi":"10.1177/02761467241269873","DOIUrl":"https://doi.org/10.1177/02761467241269873","url":null,"abstract":"This position paper presents ‘holixec education,’ a groundbreaking model in higher education that merges holistic instruction with execution-oriented learning strategies. The term ‘holixec’ is a blend of ‘holistic’ and ‘execution.’ This innovative approach, particularly pertinent in business schools, enhances learners’ readiness for the workplace. The model is operationalized through the MECCDAL Method, a seven-pillar educational framework explicitly crafted for business schools. It necessitates a comprehensive reevaluation of the student's learning journey, the higher education system, and the academic culture in light of significant industry transformations. Holixec education aligns with students’ diverse developmental needs and addresses workforce demands and environmental challenges. It offers a theoretically grounded and practical educational framework that promotes balanced personal growth, enhances well-being, and cultivates relationships among students and various stakeholders. The paper posits that holixec education has the potential to transform academic teaching and learning, heralding a new epoch in business schools and higher education at large. It extends Bourdieu's theory of human development capital by broadening the dimensions of cultural capital to include artistic and media elements, and by introducing a novel form known as well-being capital. Also, the holixec paradigm enriches Miller's holistic education theory by integrating the execution approach at the heart of business sciences. Moreover, it provides a theoretical underpinning for the seven-pillar MECCDAL education model through the holixec paradigm. The contributions of this article underscore the potential of the holixec education model for rethinking the current higher education system.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141921686","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-06DOI: 10.1177/02761467241269822
Essi Vesterinen, Michael S.W. Lee, Harri T. Luomala
This research addresses the role of different phases of consumption—anticipation, acquisition, and usage—in the relationship between clothing consumption curtailment (CCC) and increased consumer subjective well-being (CSWB). Building on past research, we theorize and empirically explore whether increased CSWB is explained by a change in focus from acquisition to usage. Through a content analysis of 140 blog posts from clothes shopping detoxers, we unearth how reduced acquisition and intensive and extended usage manifest in CCC practices. Furthermore, we apply structural equation modeling (SEM) to representative survey data (N = 661) to show that focusing on acquisition reduction is not associated with CSWB, while intensive and extended usage are positively associated with CSWB. In addition, we establish that this relationship is partially mediated by improved body image. Our results open a path for further research, and can be utilized in social marketing to promote the intensive usage rather than acquisition of clothing.
{"title":"Wear Your Pants out and Be Happy! Clothing Consumption Curtailment and Consumer Subjective Well-Being","authors":"Essi Vesterinen, Michael S.W. Lee, Harri T. Luomala","doi":"10.1177/02761467241269822","DOIUrl":"https://doi.org/10.1177/02761467241269822","url":null,"abstract":"This research addresses the role of different phases of consumption—anticipation, acquisition, and usage—in the relationship between clothing consumption curtailment (CCC) and increased consumer subjective well-being (CSWB). Building on past research, we theorize and empirically explore whether increased CSWB is explained by a change in focus from acquisition to usage. Through a content analysis of 140 blog posts from clothes shopping detoxers, we unearth how reduced acquisition and intensive and extended usage manifest in CCC practices. Furthermore, we apply structural equation modeling (SEM) to representative survey data (N = 661) to show that focusing on acquisition reduction is not associated with CSWB, while intensive and extended usage are positively associated with CSWB. In addition, we establish that this relationship is partially mediated by improved body image. Our results open a path for further research, and can be utilized in social marketing to promote the intensive usage rather than acquisition of clothing.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2024-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141934992","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-13DOI: 10.1177/02761467241260405
Clifford Shultz, Jaqueline Pels, Andrés Barrios Fajardo, Carlos Rodriguez
The Special-Issue Editors introduce the Strategic Management Conference in Latin America (SMLA) and three exemplary articles that emerged from it. The articles feature research on important Macromarketing topics, including sound and sustainable housing policies, farmers’ adaptation to climate change, and crisis management and adaptation. Macromarketing has a rich, if perhaps under-reported, tradition of research on the interactions among markets, marketing and society in Latin America. This special issue is intended to provide a forum for such research and to inspire further participation in the Macromarketing discourse among Latin American scholars.
{"title":"Macromarketing Perspectives from Latin America","authors":"Clifford Shultz, Jaqueline Pels, Andrés Barrios Fajardo, Carlos Rodriguez","doi":"10.1177/02761467241260405","DOIUrl":"https://doi.org/10.1177/02761467241260405","url":null,"abstract":"The Special-Issue Editors introduce the Strategic Management Conference in Latin America (SMLA) and three exemplary articles that emerged from it. The articles feature research on important Macromarketing topics, including sound and sustainable housing policies, farmers’ adaptation to climate change, and crisis management and adaptation. Macromarketing has a rich, if perhaps under-reported, tradition of research on the interactions among markets, marketing and society in Latin America. This special issue is intended to provide a forum for such research and to inspire further participation in the Macromarketing discourse among Latin American scholars.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":null,"pages":null},"PeriodicalIF":3.1,"publicationDate":"2024-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141347366","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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