Pub Date : 2023-04-11DOI: 10.1177/02761467231169880
Ben Wooliscroft, E. Ko
Henrich, Heine, and Norezayan (2010) published ‘The weirdest people in the world?’ in Behavoral and Brain Sciences (as of March, 2023 it has been cited 11 800 plus times in scholar.google). The paper introduced the concept of Western, Educated, Industrialised, Rich and Developed (WEIRD) countries/cultures and research subjects. It makes a cogent case for research based on those samples being unrepresentative of, and not useful to inform policy/behavior change/etc. of non-WEIRD countries. With this paper Henrich, Heine, and Norezayan (2010) have asked psychology and all social sciences to reflect on whether our findings represent the world, or just one small part of it. Macromarketing's assumptions and beliefs about fundamental human behavior have been shaped by psychology.
Henrich、Heine和Norezayan（2010）发表了《世界上最奇怪的人？》在Behavoral and Brain Sciences（截至2023年3月，该论文在scholar.google上被引用了11800多次）。该论文介绍了西方、受过教育、工业化、富裕和发达（WEIRD）国家/文化和研究主题的概念。它为基于这些样本的研究提供了一个令人信服的理由，这些样本不具有代表性，对政策/行为变化等没有帮助。非WEIRD国家。Henrich、Heine和Norezayan（2010）在这篇论文中要求心理学和所有社会科学反思我们的发现是否代表了世界，或者只是世界的一小部分。宏观营销对人类基本行为的假设和信念是由心理学塑造的。
{"title":"WEIRD is not Enough: Sustainability Insights from Non-WEIRD Countries","authors":"Ben Wooliscroft, E. Ko","doi":"10.1177/02761467231169880","DOIUrl":"https://doi.org/10.1177/02761467231169880","url":null,"abstract":"Henrich, Heine, and Norezayan (2010) published ‘The weirdest people in the world?’ in Behavoral and Brain Sciences (as of March, 2023 it has been cited 11 800 plus times in scholar.google). The paper introduced the concept of Western, Educated, Industrialised, Rich and Developed (WEIRD) countries/cultures and research subjects. It makes a cogent case for research based on those samples being unrepresentative of, and not useful to inform policy/behavior change/etc. of non-WEIRD countries. With this paper Henrich, Heine, and Norezayan (2010) have asked psychology and all social sciences to reflect on whether our findings represent the world, or just one small part of it. Macromarketing's assumptions and beliefs about fundamental human behavior have been shaped by psychology.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"38 5","pages":"171 - 174"},"PeriodicalIF":3.1,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41289014","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 : 2023-04-10DOI: 10.1177/02761467231168045
Sabeehuddin Hasan, Ben Wooliscroft, Alexandra Ganglmair‐Wooliscroft
WEIRD countries (Western, Educated, Industrialised, Rich, Democratic) consume well above the earth's capacity to produce. Non-WEIRD countries look on, with justifiable envy and want to increase their standard of living. Not only do we need to reduce consumption in WEIRD countries, we need also to understand the non-WEIRD citizens’ motivations to avoid/reduce future issues caused by over-consumption. This paper covers the breadth of phenomena of ethical consumption habits and their drivers in Pakistan. In-depth unstructured interviews were conducted with Pakistani respondents and analysed using laddering technique to uncover drivers of ethical consumption. Consumption choices in Pakistan are driven primarily by religiosity and frugality. While concern for health and environmental conservation is shared with WEIRD countries, underlying values (conformity and tradition) differ. These results emphasize the need to understand the drivers in developing societies and adjusting our marketing programs to improve societal wellbeing and environmental protection.
{"title":"Drivers of Ethical Consumption: Insights from a Developing Country","authors":"Sabeehuddin Hasan, Ben Wooliscroft, Alexandra Ganglmair‐Wooliscroft","doi":"10.1177/02761467231168045","DOIUrl":"https://doi.org/10.1177/02761467231168045","url":null,"abstract":"WEIRD countries (Western, Educated, Industrialised, Rich, Democratic) consume well above the earth's capacity to produce. Non-WEIRD countries look on, with justifiable envy and want to increase their standard of living. Not only do we need to reduce consumption in WEIRD countries, we need also to understand the non-WEIRD citizens’ motivations to avoid/reduce future issues caused by over-consumption. This paper covers the breadth of phenomena of ethical consumption habits and their drivers in Pakistan. In-depth unstructured interviews were conducted with Pakistani respondents and analysed using laddering technique to uncover drivers of ethical consumption. Consumption choices in Pakistan are driven primarily by religiosity and frugality. While concern for health and environmental conservation is shared with WEIRD countries, underlying values (conformity and tradition) differ. These results emphasize the need to understand the drivers in developing societies and adjusting our marketing programs to improve societal wellbeing and environmental protection.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"175 - 189"},"PeriodicalIF":3.1,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43065438","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 : 2023-04-06DOI: 10.1177/02761467231163754
Tiegan Bradley, Kelley Cours Anderson, Ashley Hass
Social media influencers have received significant recognition for their marketing capabilities but are also identified as contributing to several negative societal consequences. This commentary explores social media influencers’ emergent role and associated practices in the spread of kindness to benefit the larger society. Informed by parasocial and construal level theories, we introduce the concept of kindness contagion and conceptualize social media influencers’ kindness contagion cycle. The framework includes six authentic kindness practice forms in which influencers are most likely to reinforce their kindness-embedded relationship (e.g., posts of encouragement to be kind and kindness meditations). By integrating parasocial and construal level theories we go beyond the commonly discussed marketization capabilities for this actor to help generate insights into how a social media influencer can build an intimate, trusting relationship with their followers, to spread kindness among consumers. Practical and theoretical implications are also discussed in addition to future research directions.
{"title":"The Virtuous Cycle: Social Media Influencers’ Potential for Kindness Contagion","authors":"Tiegan Bradley, Kelley Cours Anderson, Ashley Hass","doi":"10.1177/02761467231163754","DOIUrl":"https://doi.org/10.1177/02761467231163754","url":null,"abstract":"Social media influencers have received significant recognition for their marketing capabilities but are also identified as contributing to several negative societal consequences. This commentary explores social media influencers’ emergent role and associated practices in the spread of kindness to benefit the larger society. Informed by parasocial and construal level theories, we introduce the concept of kindness contagion and conceptualize social media influencers’ kindness contagion cycle. The framework includes six authentic kindness practice forms in which influencers are most likely to reinforce their kindness-embedded relationship (e.g., posts of encouragement to be kind and kindness meditations). By integrating parasocial and construal level theories we go beyond the commonly discussed marketization capabilities for this actor to help generate insights into how a social media influencer can build an intimate, trusting relationship with their followers, to spread kindness among consumers. Practical and theoretical implications are also discussed in addition to future research directions.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"110 - 118"},"PeriodicalIF":3.1,"publicationDate":"2023-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43332229","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 : 2023-03-22DOI: 10.1177/02761467231164960
Mona Nassar, Tara Goddard, Regine Freeman
This case study of a UK-based global fast fashion brand Boohoo encourages critical exploration of a complex, ethical and reputational crisis. Taking a macromarketing perspective, the reader is encouraged to consider all of the factors, actors and relationships in the industry, society and the supply chain to appreciate the resulting ethical considerations that arise. Boohoo has been described as a successful online company that provides a wide range of products, including clothing, footwear, beauty products and accessories. However, the company came under fire in July 2020 after an exposé published in the Sunday Times, the Sunday paper of The Times, named Britain's most trusted national newspaper. The exposé published a report from an undercover investigation that revealed some unacceptable practices in relation to working conditions. The poor working conditions were worsened by the COVID-19 outbreak. As the media criticised Boohoo, the company launched an independent review which eventually confirmed the allegations and stated that the investigation's findings were “substantially true”. Written from the perspective of a PR consultancy that wants to help Boohoo restore its reputation, the case uses secondary information to thoroughly understand Boohoo's situation. The PR consultants therefore investigate the Sunday Times’ allegations, Boohoo's practices and responses to those allegations, and the company's practices from an ethical point of view. The PR consultancy also investigates the fashion industry, with a focus on fast fashion, which creates an environment where suppliers and retailers in the system try to produce products as cheaply and profitably as possible. To fully understand those affected by this exposé, those influential to the industry and those stakeholders who govern or put pressure on the industry, they consider: the people and local government of Leicester (pronounced Lester), the supplier factories, national government websites and views of pressure groups and charities.
{"title":"Walk the Talk: The Boohoo Case Study","authors":"Mona Nassar, Tara Goddard, Regine Freeman","doi":"10.1177/02761467231164960","DOIUrl":"https://doi.org/10.1177/02761467231164960","url":null,"abstract":"This case study of a UK-based global fast fashion brand Boohoo encourages critical exploration of a complex, ethical and reputational crisis. Taking a macromarketing perspective, the reader is encouraged to consider all of the factors, actors and relationships in the industry, society and the supply chain to appreciate the resulting ethical considerations that arise. Boohoo has been described as a successful online company that provides a wide range of products, including clothing, footwear, beauty products and accessories. However, the company came under fire in July 2020 after an exposé published in the Sunday Times, the Sunday paper of The Times, named Britain's most trusted national newspaper. The exposé published a report from an undercover investigation that revealed some unacceptable practices in relation to working conditions. The poor working conditions were worsened by the COVID-19 outbreak. As the media criticised Boohoo, the company launched an independent review which eventually confirmed the allegations and stated that the investigation's findings were “substantially true”. Written from the perspective of a PR consultancy that wants to help Boohoo restore its reputation, the case uses secondary information to thoroughly understand Boohoo's situation. The PR consultants therefore investigate the Sunday Times’ allegations, Boohoo's practices and responses to those allegations, and the company's practices from an ethical point of view. The PR consultancy also investigates the fashion industry, with a focus on fast fashion, which creates an environment where suppliers and retailers in the system try to produce products as cheaply and profitably as possible. To fully understand those affected by this exposé, those influential to the industry and those stakeholders who govern or put pressure on the industry, they consider: the people and local government of Leicester (pronounced Lester), the supplier factories, national government websites and views of pressure groups and charities.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"274 - 282"},"PeriodicalIF":3.1,"publicationDate":"2023-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41867332","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 : 2023-03-20DOI: 10.1177/02761467231162509
Wided Batat
Marketing is perceived as both a solution and a problem, depending on one's perspective, the context, and the source of the narrative. For instance, media agents portray marketing at its worst: as a superficial and manipulative practice designed to dupe consumers; or at its best as a “trick” instead of a process that requires cutting-edge knowledge and analytical, strategic, and creative skills. In this essay, I examine the image of marketing among various market actors (i.e., digital players, influencers, media agents) as well as academics. The goal is to understand both the rising interest and skepticism towards marketing as an organizational activity and a scientific discipline. The objective is to restore the poor image of marketing by shifting the focus towards a more comprehensive understanding of what is inside the “black box” of marketing. I then propose a restoration process through legitimization and diffusion involving both marketing academics and marketplace agents. The goal is to help restore the image of marketing and unveil its power as a major force for positive social change, creativity, competitiveness, and well-being.
{"title":"Is Marketing a Victim of its Own Success? A Restoration Process to Unlock Marketing's Power for Creativity, Competitiveness, and Well-Being","authors":"Wided Batat","doi":"10.1177/02761467231162509","DOIUrl":"https://doi.org/10.1177/02761467231162509","url":null,"abstract":"Marketing is perceived as both a solution and a problem, depending on one's perspective, the context, and the source of the narrative. For instance, media agents portray marketing at its worst: as a superficial and manipulative practice designed to dupe consumers; or at its best as a “trick” instead of a process that requires cutting-edge knowledge and analytical, strategic, and creative skills. In this essay, I examine the image of marketing among various market actors (i.e., digital players, influencers, media agents) as well as academics. The goal is to understand both the rising interest and skepticism towards marketing as an organizational activity and a scientific discipline. The objective is to restore the poor image of marketing by shifting the focus towards a more comprehensive understanding of what is inside the “black box” of marketing. I then propose a restoration process through legitimization and diffusion involving both marketing academics and marketplace agents. The goal is to help restore the image of marketing and unveil its power as a major force for positive social change, creativity, competitiveness, and well-being.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"119 - 128"},"PeriodicalIF":3.1,"publicationDate":"2023-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46648521","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 : 2023-03-17DOI: 10.1177/02761467231163781
Qi Ai, Yinan Dong
The commercialization of the American film industry has affected the development of cinematic product placement. A similar but distinct situation has happened in China. The difference is that the Chinese film industry achieved considerable commercial progress in a short time from the late 1990s to the 2000s. This rampant commercialization was customarily accompanied by resistance coming from inside the Chinese film industry. This resistance valued artistic integrity in relation to the impact of business interests. Therefore, during this period, Chinese film professionals first resisted, then tried, and eventually accepted product placement. With attention to the historical development, this article aims to investigate the connection between the localization of product placement and the Chinese film industry's commercialization, and how the connection causes this cinematic advertising practice to develop its own cultural peculiarities in such context. It also reveals the causes of the formation of these peculiarities, from the perspective of the country's ideological shifts.
{"title":"Product Placement in Chinese Cinema: From Resistance to Acceptance (1999–2009)","authors":"Qi Ai, Yinan Dong","doi":"10.1177/02761467231163781","DOIUrl":"https://doi.org/10.1177/02761467231163781","url":null,"abstract":"The commercialization of the American film industry has affected the development of cinematic product placement. A similar but distinct situation has happened in China. The difference is that the Chinese film industry achieved considerable commercial progress in a short time from the late 1990s to the 2000s. This rampant commercialization was customarily accompanied by resistance coming from inside the Chinese film industry. This resistance valued artistic integrity in relation to the impact of business interests. Therefore, during this period, Chinese film professionals first resisted, then tried, and eventually accepted product placement. With attention to the historical development, this article aims to investigate the connection between the localization of product placement and the Chinese film industry's commercialization, and how the connection causes this cinematic advertising practice to develop its own cultural peculiarities in such context. It also reveals the causes of the formation of these peculiarities, from the perspective of the country's ideological shifts.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"154 - 170"},"PeriodicalIF":3.1,"publicationDate":"2023-03-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48424871","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 : 2023-03-08DOI: 10.1177/02761467231160159
W. Redmond
Studies of marketing systems and those of social media are valuable contributions to macromarketing but are not frequently connected. This commentary posits that social media markets are characterized by distinctive properties which require new perspectives from traditional marketing systems. In particular, three dichotomies are presented: customers vs consumers, data vs. information, and sovereignty vs subjects.
{"title":"A Note on Marketing Systems and Social Media","authors":"W. Redmond","doi":"10.1177/02761467231160159","DOIUrl":"https://doi.org/10.1177/02761467231160159","url":null,"abstract":"Studies of marketing systems and those of social media are valuable contributions to macromarketing but are not frequently connected. This commentary posits that social media markets are characterized by distinctive properties which require new perspectives from traditional marketing systems. In particular, three dichotomies are presented: customers vs consumers, data vs. information, and sovereignty vs subjects.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":" ","pages":""},"PeriodicalIF":3.1,"publicationDate":"2023-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43003845","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 : 2023-03-08DOI: 10.1177/02761467231157429
V. Little, Helen Hui Ping Ho, Buriata Eti-Tofinga
Sustainability discourses are dominated by Western, educated, industrialized, rich and democratic (WEIRD) perspectives. Critics call for remedies to patriarchy, capitalism, and colonialism; and for work that is inclusive of women, non-market influences, and epistemologies of the global South. Focusing on women's work, this paper interrogates the epistemic and practical injustices of geography and gender. The empirical domain is a middle-income economy, offering insight from the space between WEIRD and subsistence extremes. 15 case studies of Malay female micro-entrepreneurs draw on interview, observational and secondary data, tracing the effects of market formalization on market actors. Despite subordinate social status, the women provide reliable income streams for their families. However, their livelihoods are threatened by rapidly formalizing markets. Market formalization crowds out the small and diverse in favor of the large and multinational. To address that problem, a pro-social systems view is required, based on pluralistic conceptions of economies and markets. Drawing on Gibson-Graham's diverse economies perspective we derive 12 propositions supporting sustainable livelihoods. Sustainable livelihoods support quality of life and wellbeing, are embedded in less damaging and more inclusive (vs patriarchal, colonial and capitalistic) provisioning systems, in turn embedded in epistemologies that are reflexively conscious of power dynamics and the WEIRD hegemony. In line with the paradoxes and tensions in sustainability thinking we call for pluralism: Conscious acceptance of all economic approaches, formal and informal, state and non-state, global and local, capitalist and planned; with an emphasis on physical, emotional and social well-being, self-determination, diversity, health, and happiness for the many rather than wealth for the few.
{"title":"Not WEIRD at all! Towards More Pluralistic Economies and Sustainable Livelihoods","authors":"V. Little, Helen Hui Ping Ho, Buriata Eti-Tofinga","doi":"10.1177/02761467231157429","DOIUrl":"https://doi.org/10.1177/02761467231157429","url":null,"abstract":"Sustainability discourses are dominated by Western, educated, industrialized, rich and democratic (WEIRD) perspectives. Critics call for remedies to patriarchy, capitalism, and colonialism; and for work that is inclusive of women, non-market influences, and epistemologies of the global South. Focusing on women's work, this paper interrogates the epistemic and practical injustices of geography and gender. The empirical domain is a middle-income economy, offering insight from the space between WEIRD and subsistence extremes. 15 case studies of Malay female micro-entrepreneurs draw on interview, observational and secondary data, tracing the effects of market formalization on market actors. Despite subordinate social status, the women provide reliable income streams for their families. However, their livelihoods are threatened by rapidly formalizing markets. Market formalization crowds out the small and diverse in favor of the large and multinational. To address that problem, a pro-social systems view is required, based on pluralistic conceptions of economies and markets. Drawing on Gibson-Graham's diverse economies perspective we derive 12 propositions supporting sustainable livelihoods. Sustainable livelihoods support quality of life and wellbeing, are embedded in less damaging and more inclusive (vs patriarchal, colonial and capitalistic) provisioning systems, in turn embedded in epistemologies that are reflexively conscious of power dynamics and the WEIRD hegemony. In line with the paradoxes and tensions in sustainability thinking we call for pluralism: Conscious acceptance of all economic approaches, formal and informal, state and non-state, global and local, capitalist and planned; with an emphasis on physical, emotional and social well-being, self-determination, diversity, health, and happiness for the many rather than wealth for the few.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"190 - 214"},"PeriodicalIF":3.1,"publicationDate":"2023-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47621647","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 : 2023-03-03DOI: 10.1177/02761467231157616
Shoaib M. Farooq Padela, Ben Wooliscroft, Alexandra Ganglmair‐Wooliscroft
This paper presents Systematic Theory Mapping (STM), a comprehensive and systematic method, as the first step toward defining and dealing with complex and wicked problems. Social systems exhibit a messy, multifaceted, and multi-level composite of problems characterized by causal complexities and non-linear interactions of numerous contributing variables. Exploring such a wicked composite of problems for causal explanations and theory building through reductionist empiricism is unrealistic, expensive, and futile. Systems thinking is required to understand the configurations driving wicked problems and navigate their causal complexities. We construed brand externalities as a wicked problem and provided an illustrative example for STM. A systematic narrative review is used to amalgamate diverse stakeholder perspectives and capture the structures and processes that generate brand externalities. System dynamics, employing a causal loop diagram, is used to organize the findings and develop a causal theory of brand externalities. The proposed method can help scholars, managers, and policymakers better define complex managerial and social problems and identify the likely consequences of their actions.
{"title":"Systematic Theory Mapping: Deciphering Causal Complexity of Brand Externalities","authors":"Shoaib M. Farooq Padela, Ben Wooliscroft, Alexandra Ganglmair‐Wooliscroft","doi":"10.1177/02761467231157616","DOIUrl":"https://doi.org/10.1177/02761467231157616","url":null,"abstract":"This paper presents Systematic Theory Mapping (STM), a comprehensive and systematic method, as the first step toward defining and dealing with complex and wicked problems. Social systems exhibit a messy, multifaceted, and multi-level composite of problems characterized by causal complexities and non-linear interactions of numerous contributing variables. Exploring such a wicked composite of problems for causal explanations and theory building through reductionist empiricism is unrealistic, expensive, and futile. Systems thinking is required to understand the configurations driving wicked problems and navigate their causal complexities. We construed brand externalities as a wicked problem and provided an illustrative example for STM. A systematic narrative review is used to amalgamate diverse stakeholder perspectives and capture the structures and processes that generate brand externalities. System dynamics, employing a causal loop diagram, is used to organize the findings and develop a causal theory of brand externalities. The proposed method can help scholars, managers, and policymakers better define complex managerial and social problems and identify the likely consequences of their actions.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":" ","pages":""},"PeriodicalIF":3.1,"publicationDate":"2023-03-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46918772","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 : 2023-02-27DOI: 10.1177/02761467231158753
Hieu P. Nguyen
How did the government of North Vietnam use propaganda posters during the Vietnam War (1955–1975) to rally Vietnamese people's support of its war efforts and successfully drive the Americans out of Vietnam? Through an interpretive analysis of the iconography and texts found in 141 posters, this study demonstrates four thematic appeals in Vietnamese posters during the Vietnam War: 1/ Emotional appeals (hate and sympathy; pride and indomitability); 2/ Social unity (dedication; allegiance and solidarity); 3/ Authority and leadership; and 4/ Idealized future. The study delivers fresh insights for research in social marketing, communication, art history, political science, and Asian studies.
{"title":"Mobilizing a Nation: Persuasive Appeals in Vietnamese War Posters","authors":"Hieu P. Nguyen","doi":"10.1177/02761467231158753","DOIUrl":"https://doi.org/10.1177/02761467231158753","url":null,"abstract":"How did the government of North Vietnam use propaganda posters during the Vietnam War (1955–1975) to rally Vietnamese people's support of its war efforts and successfully drive the Americans out of Vietnam? Through an interpretive analysis of the iconography and texts found in 141 posters, this study demonstrates four thematic appeals in Vietnamese posters during the Vietnam War: 1/ Emotional appeals (hate and sympathy; pride and indomitability); 2/ Social unity (dedication; allegiance and solidarity); 3/ Authority and leadership; and 4/ Idealized future. The study delivers fresh insights for research in social marketing, communication, art history, political science, and Asian studies.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"129 - 153"},"PeriodicalIF":3.1,"publicationDate":"2023-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41882837","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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