Pub Date : 2022-11-08DOI: 10.1177/07439156221140787
Elyria A. Kemp, C. Davis, McDowell Porter
The rising number of adults living with emotional and mental health challenges is a growing concern. This research examines specific barriers that may preclude individuals from achieving mental health wellness. A model (n = 382) is tested using individuals from the millennial generational cohort to outline key factors that contribute to negative behaviors and barriers that impede mental health engagement. Findings indicate that perceived stigma related to mental health conditions is negatively associated with mental health engagement and positively related to efforts to self-treat by using consumption to manage emotional distress. Trust in a mental health care provider is positively related to interest in seeking help for a mental health condition (motivation) and mental health literacy (ability). Furthermore, interest in seeking help, mental health literacy, and access to mental health services (opportunity) are also positively related to mental health engagement. The authors offer prescriptions for social marketing and public policy to help reduce obstacles to mental health wellness and to encourage the consumption of mental health services. These recommendations are put forth with the intention of heightening mental health engagement and increasing mental health care access such that consumer and societal well-being are enhanced.
{"title":"Addressing Barriers to Mental Health Wellness: Prescriptions for Marketing","authors":"Elyria A. Kemp, C. Davis, McDowell Porter","doi":"10.1177/07439156221140787","DOIUrl":"https://doi.org/10.1177/07439156221140787","url":null,"abstract":"The rising number of adults living with emotional and mental health challenges is a growing concern. This research examines specific barriers that may preclude individuals from achieving mental health wellness. A model (n = 382) is tested using individuals from the millennial generational cohort to outline key factors that contribute to negative behaviors and barriers that impede mental health engagement. Findings indicate that perceived stigma related to mental health conditions is negatively associated with mental health engagement and positively related to efforts to self-treat by using consumption to manage emotional distress. Trust in a mental health care provider is positively related to interest in seeking help for a mental health condition (motivation) and mental health literacy (ability). Furthermore, interest in seeking help, mental health literacy, and access to mental health services (opportunity) are also positively related to mental health engagement. The authors offer prescriptions for social marketing and public policy to help reduce obstacles to mental health wellness and to encourage the consumption of mental health services. These recommendations are put forth with the intention of heightening mental health engagement and increasing mental health care access such that consumer and societal well-being are enhanced.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"7 1","pages":"262 - 278"},"PeriodicalIF":7.8,"publicationDate":"2022-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78057061","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-07DOI: 10.1177/07439156221137634
Brendan Lantz, S. Willis Shaw
On March 15, 2019, a lone gunman entered a mosque in Christchurch, New Zealand, and opened fire, beginning a rampage in which he killed 51 people and injured 40 more. After the incident, it became apparent to authorities— through his manifesto—that the gunman frequented right-wing extremist internet discussion boards, where he developed the worldview that motivated his crimes. On one board, the shooter posted a livestream of the attack, where thousands witnessed the atrocity. Yet, while this trajectory of online radicalization was particularly severe in its outcome, it was not an unfamiliar one. Indeed, one of the defining characteristics of contemporary radicalization is the role that online interaction frequently plays in facilitating extremist radicalization processes. Extremist viewpoints are those relegated to the political fringe, meaning that most people do not hold them. Preinternet, this meant that those interested in spreading extremist attitudes had to struggle to do so within the constraints of geographic boundaries; this was not an easy task, given the social ramifications of open prejudice. With the proliferation of the internet, however, radicalization processes have changed. Motivated parties can find each other easily online, without the spatial and temporal constraints of the offline world, and they can do so anonymously, allowing them to market their ideology to others without fear of consequence or social repercussion. The culmination of these factors has contributed to an online social landscape wherein many of the most popular right-wing extremist forums are predominately characterized by selective exposure to extreme and prejudicial worldviews, commonly referred to as “echo chambers.”
{"title":"How Criminological Theory Can Inform the Role of Marketing in Understanding Radicalization and Deradicalization","authors":"Brendan Lantz, S. Willis Shaw","doi":"10.1177/07439156221137634","DOIUrl":"https://doi.org/10.1177/07439156221137634","url":null,"abstract":"On March 15, 2019, a lone gunman entered a mosque in Christchurch, New Zealand, and opened fire, beginning a rampage in which he killed 51 people and injured 40 more. After the incident, it became apparent to authorities— through his manifesto—that the gunman frequented right-wing extremist internet discussion boards, where he developed the worldview that motivated his crimes. On one board, the shooter posted a livestream of the attack, where thousands witnessed the atrocity. Yet, while this trajectory of online radicalization was particularly severe in its outcome, it was not an unfamiliar one. Indeed, one of the defining characteristics of contemporary radicalization is the role that online interaction frequently plays in facilitating extremist radicalization processes. Extremist viewpoints are those relegated to the political fringe, meaning that most people do not hold them. Preinternet, this meant that those interested in spreading extremist attitudes had to struggle to do so within the constraints of geographic boundaries; this was not an easy task, given the social ramifications of open prejudice. With the proliferation of the internet, however, radicalization processes have changed. Motivated parties can find each other easily online, without the spatial and temporal constraints of the offline world, and they can do so anonymously, allowing them to market their ideology to others without fear of consequence or social repercussion. The culmination of these factors has contributed to an online social landscape wherein many of the most popular right-wing extremist forums are predominately characterized by selective exposure to extreme and prejudicial worldviews, commonly referred to as “echo chambers.”","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"24 1","pages":"15 - 17"},"PeriodicalIF":7.8,"publicationDate":"2022-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85107350","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-31DOI: 10.1177/07439156221138755
K. Wallach, Deidre Popovich
Consumer perceptions of brand motives related to corporate environmental responsibility affect the decisions of both corporations and consumers. Yet prior literature has typically viewed these firm motives as dichotomous, either solely intrinsic or solely extrinsic. The authors argue for a novel approach to positioning sustainability motives, where the brand communicates both intrinsic and extrinsic benefits together, as a joint motive. With a joint motive, a brand can highlight how an effort can benefit both planet and business with a “doing well by doing good” approach. Across five experiments, including a field study on Facebook, this research investigates the positive impact of the joint motive and its ability to enhance the credibility of sustainable initiatives via heightened perceptions of trustworthiness and expertise. Results provide converging evidence for the benefits of presenting a joint motive for sustainability efforts with implications for policy and practice.
{"title":"Cause Beneficial or Cause Exploitative? Using Joint Motives to Increase Credibility of Sustainability Efforts","authors":"K. Wallach, Deidre Popovich","doi":"10.1177/07439156221138755","DOIUrl":"https://doi.org/10.1177/07439156221138755","url":null,"abstract":"Consumer perceptions of brand motives related to corporate environmental responsibility affect the decisions of both corporations and consumers. Yet prior literature has typically viewed these firm motives as dichotomous, either solely intrinsic or solely extrinsic. The authors argue for a novel approach to positioning sustainability motives, where the brand communicates both intrinsic and extrinsic benefits together, as a joint motive. With a joint motive, a brand can highlight how an effort can benefit both planet and business with a “doing well by doing good” approach. Across five experiments, including a field study on Facebook, this research investigates the positive impact of the joint motive and its ability to enhance the credibility of sustainable initiatives via heightened perceptions of trustworthiness and expertise. Results provide converging evidence for the benefits of presenting a joint motive for sustainability efforts with implications for policy and practice.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"4 1","pages":"187 - 202"},"PeriodicalIF":7.8,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84092039","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-26DOI: 10.1177/07439156221133763
James A. Piazza
id=4179900. Piazza, James A. (2020), “Politician Hate Speech and Domestic Terrorism,” International Interactions, 46 (3), 431–53. Piazza, James A. (2021), “Sore Losers: Does Terrorism and Approval of Terrorism Increase in Democracies When Election Losers Refuse to Accept Election Results?” Political Research Piazza 13
id = 4179900。(2020)，“政治家仇恨言论与国内恐怖主义”，《国际交往》，46(3)，431-53。Piazza, James A.(2021)，“痛苦的失败者:当选举失败者拒绝接受选举结果时，民主国家的恐怖主义和对恐怖主义的认可是否会增加?”政治研究广场
{"title":"Drivers of Political Violence in the United States","authors":"James A. Piazza","doi":"10.1177/07439156221133763","DOIUrl":"https://doi.org/10.1177/07439156221133763","url":null,"abstract":"id=4179900. Piazza, James A. (2020), “Politician Hate Speech and Domestic Terrorism,” International Interactions, 46 (3), 431–53. Piazza, James A. (2021), “Sore Losers: Does Terrorism and Approval of Terrorism Increase in Democracies When Election Losers Refuse to Accept Election Results?” Political Research Piazza 13","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"5 1","pages":"11 - 14"},"PeriodicalIF":7.8,"publicationDate":"2022-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80133701","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-13DOI: 10.1177/07439156221134803
Daniele Mathras, A. Grinstein, G. Young, Ngoc H Thai, Spencer Young
Corporate social responsibility (CSR) fit is the congruence between an organization's CSR and core activities. Previously, researchers have typically studied CSR fit as a single dimension, often finding that high-fit CSR is more effective than low-fit CSR for for-profit firms. The current research distinguishes between two dimensions of CSR fit—CSR that fits with core or noncore organizational activities—to uncover how the magnitude of investment in each type of CSR affects customer satisfaction. The authors examine the valuable and understudied context of nonprofit organizations, specifically hospitals. Results of a six-year study of over 1,500 nonprofit hospitals suggest that noncore activity CSR positively predicts customer satisfaction, but core activity CSR does not. These findings are best explained using expectation-based theories (expectancy violation and disconfirmation): customers likely expect core activity CSR from hospitals (e.g., charity care for uninsured patients) but are delighted by noncore activity CSR (e.g., green-space renovations). In addition, noncore activity CSR becomes even more important for customer satisfaction for more affluent hospitals, whereas core activity CSR becomes increasingly important for hospitals when the community socioeconomic status is low. These nuanced results provide guidance for hospitals regarding specific CSR investment strategies that ultimately impact downstream financial reimbursements.
{"title":"The Value of Core and Noncore Activity Fit for Corporate Social Responsibility: An Expectation-Based Study of Nonprofit Hospitals","authors":"Daniele Mathras, A. Grinstein, G. Young, Ngoc H Thai, Spencer Young","doi":"10.1177/07439156221134803","DOIUrl":"https://doi.org/10.1177/07439156221134803","url":null,"abstract":"Corporate social responsibility (CSR) fit is the congruence between an organization's CSR and core activities. Previously, researchers have typically studied CSR fit as a single dimension, often finding that high-fit CSR is more effective than low-fit CSR for for-profit firms. The current research distinguishes between two dimensions of CSR fit—CSR that fits with core or noncore organizational activities—to uncover how the magnitude of investment in each type of CSR affects customer satisfaction. The authors examine the valuable and understudied context of nonprofit organizations, specifically hospitals. Results of a six-year study of over 1,500 nonprofit hospitals suggest that noncore activity CSR positively predicts customer satisfaction, but core activity CSR does not. These findings are best explained using expectation-based theories (expectancy violation and disconfirmation): customers likely expect core activity CSR from hospitals (e.g., charity care for uninsured patients) but are delighted by noncore activity CSR (e.g., green-space renovations). In addition, noncore activity CSR becomes even more important for customer satisfaction for more affluent hospitals, whereas core activity CSR becomes increasingly important for hospitals when the community socioeconomic status is low. These nuanced results provide guidance for hospitals regarding specific CSR investment strategies that ultimately impact downstream financial reimbursements.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"30 1","pages":"152 - 168"},"PeriodicalIF":7.8,"publicationDate":"2022-10-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79133475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-13DOI: 10.1177/07439156221134927
Xi Wu, Jing Gong, Brad N. Greenwood, Yiping Song
Subsidies have become increasingly popular for policy makers to promote the adoption of ecofriendly new technologies. Normally, the costs of these subsidies are nontrivial, underscoring the need to determine their efficacy. This work examines one subsidy used to steer consumers away from outmoded technologies and accelerate the adoption of green technologies: purchase subsidies for electric vehicles (EVs). On the one hand, such subsidies might cannibalize the market for traditional vehicles. On the other hand, such subsidies may result in overall market expansion, with little effect on traditional vehicle purchasing. Leveraging a phased subsidy rollout aimed at the early-stage EV market in China and a difference-in-differences approach, the authors find that subsidies strongly encourage EV purchasing but have little effect on traditional vehicle purchasing. This suggests that market expansion may result from the subsidy during the EV emergence and undermines the expected cannibalization on the traditional market. Further, the expansion effect is larger in cities with more severe air pollution. Finally, results reveal some level of cannibalization in cities of higher income and educational attainment. This suggests that although subsidies have yet to yield the intended cannibalization for the market overall, it is beginning to manifest in some parts of the market.
{"title":"The Effect of Early Electric Vehicle Subsidies on the Automobile Market","authors":"Xi Wu, Jing Gong, Brad N. Greenwood, Yiping Song","doi":"10.1177/07439156221134927","DOIUrl":"https://doi.org/10.1177/07439156221134927","url":null,"abstract":"Subsidies have become increasingly popular for policy makers to promote the adoption of ecofriendly new technologies. Normally, the costs of these subsidies are nontrivial, underscoring the need to determine their efficacy. This work examines one subsidy used to steer consumers away from outmoded technologies and accelerate the adoption of green technologies: purchase subsidies for electric vehicles (EVs). On the one hand, such subsidies might cannibalize the market for traditional vehicles. On the other hand, such subsidies may result in overall market expansion, with little effect on traditional vehicle purchasing. Leveraging a phased subsidy rollout aimed at the early-stage EV market in China and a difference-in-differences approach, the authors find that subsidies strongly encourage EV purchasing but have little effect on traditional vehicle purchasing. This suggests that market expansion may result from the subsidy during the EV emergence and undermines the expected cannibalization on the traditional market. Further, the expansion effect is larger in cities with more severe air pollution. Finally, results reveal some level of cannibalization in cities of higher income and educational attainment. This suggests that although subsidies have yet to yield the intended cannibalization for the market overall, it is beginning to manifest in some parts of the market.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"75 1","pages":"169 - 186"},"PeriodicalIF":7.8,"publicationDate":"2022-10-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89823194","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-01DOI: 10.1177/07439156221133073
T. Weber, J. Joireman, David Sprott, Chris Hydock
In recent years, firms have become increasingly involved in sociopolitical issues via corporate political advocacy (CPA) and corporate social responsibility (CSR) while consumers have become more politically polarized and skeptical of political institutions. Merging these developments, the present work examines similarities and differences in response to CPA and CSR, and the implications for consumer polarization and radicalization. Utilizing three studies across numerous domains, the authors demonstrate that (1) CPA results in increased negative sentiment and CSR results in increased positive sentiment on social media; (2) relative to CSR, CPA results in more negative and polarized reactions due to the controversial nature of CPA; and (3) polarized responses to CPA are stronger among consumers lower in political efficacy. Together, the findings shed light on the distinction between CPA and CSR and illustrate how (and among whom) CPA may contribute to polarization and radicalization via negative sentiment expressed through social media and consumer actions. Theoretical contributions, practical implications, and future research directions are detailed.
{"title":"Differential Response to Corporate Political Advocacy and Corporate Social Responsibility: Implications for Political Polarization and Radicalization","authors":"T. Weber, J. Joireman, David Sprott, Chris Hydock","doi":"10.1177/07439156221133073","DOIUrl":"https://doi.org/10.1177/07439156221133073","url":null,"abstract":"In recent years, firms have become increasingly involved in sociopolitical issues via corporate political advocacy (CPA) and corporate social responsibility (CSR) while consumers have become more politically polarized and skeptical of political institutions. Merging these developments, the present work examines similarities and differences in response to CPA and CSR, and the implications for consumer polarization and radicalization. Utilizing three studies across numerous domains, the authors demonstrate that (1) CPA results in increased negative sentiment and CSR results in increased positive sentiment on social media; (2) relative to CSR, CPA results in more negative and polarized reactions due to the controversial nature of CPA; and (3) polarized responses to CPA are stronger among consumers lower in political efficacy. Together, the findings shed light on the distinction between CPA and CSR and illustrate how (and among whom) CPA may contribute to polarization and radicalization via negative sentiment expressed through social media and consumer actions. Theoretical contributions, practical implications, and future research directions are detailed.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"17 1","pages":"74 - 93"},"PeriodicalIF":7.8,"publicationDate":"2022-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86050350","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-21DOI: 10.1177/07439156221130960
Myriam Brouard, Katja H. Brunk, M. Campana, Marlon Dalmoro, Marcia Christina Ferreira, B. Figueiredo, Daiane Scaraboto, Olivier Sibai, Andrew N. Smith, Meriam Belkhir
Ethnoracial minorities are often racialized and consequently excluded from various consumption contexts. Racialized market actors strive to overcome exclusion and gain participation in markets; however, these efforts are often insufficient because they cannot create equitable access to market resources, fair opportunities for voice, and empowerment to shape market practices. This research identifies digital enclave movements as a unique means by which racialized market actors redirect their resources and mobilize digital network tools to participate in markets. Using a qualitative study of the digital enclave #MyBlackReceipt, the authors explore tactics supporting the formation and sustenance of digital enclaves and how they support participation in markets. The authors identify five tactics that racialized market actors employ to foster digital enclaves and enhance market participation: legitimizing, delimiting, vitalizing, manifesting, and bridging. Last, the authors provide recommendations for policy makers on how to support and foster more equitable participation of ethnic minority groups in markets while addressing the risks of radicalization and the backlash related to enclaves.
{"title":"“Upload Your Impact”: Can Digital Enclaves Enable Participation in Racialized Markets?","authors":"Myriam Brouard, Katja H. Brunk, M. Campana, Marlon Dalmoro, Marcia Christina Ferreira, B. Figueiredo, Daiane Scaraboto, Olivier Sibai, Andrew N. Smith, Meriam Belkhir","doi":"10.1177/07439156221130960","DOIUrl":"https://doi.org/10.1177/07439156221130960","url":null,"abstract":"Ethnoracial minorities are often racialized and consequently excluded from various consumption contexts. Racialized market actors strive to overcome exclusion and gain participation in markets; however, these efforts are often insufficient because they cannot create equitable access to market resources, fair opportunities for voice, and empowerment to shape market practices. This research identifies digital enclave movements as a unique means by which racialized market actors redirect their resources and mobilize digital network tools to participate in markets. Using a qualitative study of the digital enclave #MyBlackReceipt, the authors explore tactics supporting the formation and sustenance of digital enclaves and how they support participation in markets. The authors identify five tactics that racialized market actors employ to foster digital enclaves and enhance market participation: legitimizing, delimiting, vitalizing, manifesting, and bridging. Last, the authors provide recommendations for policy makers on how to support and foster more equitable participation of ethnic minority groups in markets while addressing the risks of radicalization and the backlash related to enclaves.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"37 1","pages":"56 - 73"},"PeriodicalIF":7.8,"publicationDate":"2022-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80506436","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-10DOI: 10.1177/07439156221115373
Matthew E. Sarkees, M. Fitzgerald, Cait Lamberton
When we first discussed a special issue on pharmaceuticals, marketing and society, we were focused on translating familiar research topics into this critical industry. In those now distant 2019 “before times,” we looked forward to reading papers related to all aspects of the marketing mix, regulation and practice - hopefully providing insights that were both broad in reach and specific in application. However, around March 2020, it became clear that one medical condition, and pharmaceutical challenge, would draw the world's attention - and with it, change the center of gravity around which our work would revolve. Virtually every major marketing journal turned its gaze on COVID-19, as did many funding agencies, regulatory bodies and companies. As we watched, COVID-19 continued to change, challenging our understanding of the way that pharmaceuticals, marketing and society would contribute, and presenting constant shifts in our conceptualizations of all three.
{"title":"Pharmaceuticals, Marketing, and Society: A New Center of Gravity for Critical Research and Policy","authors":"Matthew E. Sarkees, M. Fitzgerald, Cait Lamberton","doi":"10.1177/07439156221115373","DOIUrl":"https://doi.org/10.1177/07439156221115373","url":null,"abstract":"When we first discussed a special issue on pharmaceuticals, marketing and society, we were focused on translating familiar research topics into this critical industry. In those now distant 2019 “before times,” we looked forward to reading papers related to all aspects of the marketing mix, regulation and practice - hopefully providing insights that were both broad in reach and specific in application. However, around March 2020, it became clear that one medical condition, and pharmaceutical challenge, would draw the world's attention - and with it, change the center of gravity around which our work would revolve. Virtually every major marketing journal turned its gaze on COVID-19, as did many funding agencies, regulatory bodies and companies. As we watched, COVID-19 continued to change, challenging our understanding of the way that pharmaceuticals, marketing and society would contribute, and presenting constant shifts in our conceptualizations of all three.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"12 1","pages":"299 - 303"},"PeriodicalIF":7.8,"publicationDate":"2022-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84829368","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-01DOI: 10.1177/07439156221087997
Gia Nardini, Melissa G. Bublitz, C. Butler, Staci Croom-Raley, Jennifer Edson Escalas, Jonathan Hansen, L. Peracchio
Nonprofit organizations addressing societal challenges such as hunger, poverty, and racial inequities want to grow the impact of their promising solutions to these problems—scaling social impact. Yet, local, community-based nonprofits often struggle to identify a path to scale their impact. To address this problem, the authors partnered with 11 nonprofits engaged in social impact scaling. By integrating insights on scaling from these nonprofit research partners together with academic research on scaling across a range of disciplines, they outline a framework for scaling community-based nonprofits and the marketing practices that support it. This research advances a two-stage social impact scaling framework termed “T-shaped Scaling.” Within this framework, the vertical bar of the T refers to “scaling deep,” grounding solutions within a community, and the horizontal bar of the T represents “scaling wide,” adapting and transferring the scaled deep solutions to new communities. This framework advances both conceptual and practical understandings of social impact scaling. Finally, the authors explore the policy implications of social impact scaling and call on researchers in marketing to further investigate the scaling strategies and marketing practices that grow social impact.
{"title":"Scaling Social Impact: Marketing to Grow Nonprofit Solutions","authors":"Gia Nardini, Melissa G. Bublitz, C. Butler, Staci Croom-Raley, Jennifer Edson Escalas, Jonathan Hansen, L. Peracchio","doi":"10.1177/07439156221087997","DOIUrl":"https://doi.org/10.1177/07439156221087997","url":null,"abstract":"Nonprofit organizations addressing societal challenges such as hunger, poverty, and racial inequities want to grow the impact of their promising solutions to these problems—scaling social impact. Yet, local, community-based nonprofits often struggle to identify a path to scale their impact. To address this problem, the authors partnered with 11 nonprofits engaged in social impact scaling. By integrating insights on scaling from these nonprofit research partners together with academic research on scaling across a range of disciplines, they outline a framework for scaling community-based nonprofits and the marketing practices that support it. This research advances a two-stage social impact scaling framework termed “T-shaped Scaling.” Within this framework, the vertical bar of the T refers to “scaling deep,” grounding solutions within a community, and the horizontal bar of the T represents “scaling wide,” adapting and transferring the scaled deep solutions to new communities. This framework advances both conceptual and practical understandings of social impact scaling. Finally, the authors explore the policy implications of social impact scaling and call on researchers in marketing to further investigate the scaling strategies and marketing practices that grow social impact.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"5 1","pages":"254 - 276"},"PeriodicalIF":7.8,"publicationDate":"2022-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76883111","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"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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