Pub Date : 2022-06-23DOI: 10.1177/07439156221112304
Carter Morgan, Daniel M. Zane
This article offers marketing and public policy researchers and professionals a peek into pharmaceutical marketing from the practitioner's perspective. Through an interview process with eight active pharmaceutical marketing managers and medical doctors, the authors highlight some of the most pressing challenges facing pharmaceutical marketing practitioners today. They identify three key themes: (1) the need to overcome strongly rooted negative patient perceptions of the pharmaceutical industry, (2) the need to communicate overwhelming amounts of complicated information to patients and physicians, and (3) the need to break away from a stale promotional model. The authors briefly summarize the practitioners’ views on each topic, highlight relevant findings from marketing and public policy literatures, and offer avenues for future research to help address these challenges.
{"title":"Practitioner Perspectives on Key Challenges in Pharmaceutical Marketing and Future Research Opportunities","authors":"Carter Morgan, Daniel M. Zane","doi":"10.1177/07439156221112304","DOIUrl":"https://doi.org/10.1177/07439156221112304","url":null,"abstract":"This article offers marketing and public policy researchers and professionals a peek into pharmaceutical marketing from the practitioner's perspective. Through an interview process with eight active pharmaceutical marketing managers and medical doctors, the authors highlight some of the most pressing challenges facing pharmaceutical marketing practitioners today. They identify three key themes: (1) the need to overcome strongly rooted negative patient perceptions of the pharmaceutical industry, (2) the need to communicate overwhelming amounts of complicated information to patients and physicians, and (3) the need to break away from a stale promotional model. The authors briefly summarize the practitioners’ views on each topic, highlight relevant findings from marketing and public policy literatures, and offer avenues for future research to help address these challenges.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"12 1","pages":"368 - 382"},"PeriodicalIF":7.8,"publicationDate":"2022-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87499694","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 : 2022-06-16DOI: 10.1177/07439156221110482
Anne V. Wilson
While many drugs are used exclusively for medical reasons, and others are used solely for recreation, some drugs are commonly used for both purposes. For example, cannabis, opioids, benzodiazepines, and stimulants are unique in many ways, but they share the fact that they are regularly consumed both medicinally and recreationally. However, it is not clear how the existence of recreational markets for substances affects moral judgments of their medical use. The current work shows that using a drug for medical reasons is viewed as less morally acceptable if other consumers use the same drug for recreation. This effect emerges because observers infer that medical users are less purely motivated by medical need. Accordingly, the negative effect of recreational drug use on moral judgments of its medical use is mitigated when patients do not have alternative treatment options. These findings have implications for patient stigmatization, drug marketing and lobbying, and policy and legislation designed to regulate the use of medical drugs with recreational benefits.
{"title":"Clouded Motives and Pharmacological Calvinism: How Recreational Use of a Drug Affects Moral Judgments of Its Medical Use","authors":"Anne V. Wilson","doi":"10.1177/07439156221110482","DOIUrl":"https://doi.org/10.1177/07439156221110482","url":null,"abstract":"While many drugs are used exclusively for medical reasons, and others are used solely for recreation, some drugs are commonly used for both purposes. For example, cannabis, opioids, benzodiazepines, and stimulants are unique in many ways, but they share the fact that they are regularly consumed both medicinally and recreationally. However, it is not clear how the existence of recreational markets for substances affects moral judgments of their medical use. The current work shows that using a drug for medical reasons is viewed as less morally acceptable if other consumers use the same drug for recreation. This effect emerges because observers infer that medical users are less purely motivated by medical need. Accordingly, the negative effect of recreational drug use on moral judgments of its medical use is mitigated when patients do not have alternative treatment options. These findings have implications for patient stigmatization, drug marketing and lobbying, and policy and legislation designed to regulate the use of medical drugs with recreational benefits.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"23 1","pages":"304 - 318"},"PeriodicalIF":7.8,"publicationDate":"2022-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85176809","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 : 2022-06-10DOI: 10.1177/07439156221092413
Natalie Chisam, Frank Germann, Robert W. Palmatier
Public policy touches every aspect of a firm’s marketing practices; accordingly, research at the intersection of marketing strategy and public policy is critical. These two research domains have flourished over the past decades, and important theories and empirical findings have been developed. Yet, the two domains have largely advanced independently of one another, and with a few notable exceptions (e.g., Seiders, Flynn, and Nenkov 2022), the research at the interface between the two is limited. Public policy can be broadly defined as a “set of interrelated decisions taken by a political actor or group of actors concerning the selection of goals and the means of achieving them” (Jenkins 1978, p. 15). In turn, marketing strategy is an organization’s decisions “concerning products, markets, marketing activities and marketing resources in the creation, communication and/or delivery of products that offer value to customers” and thus enables the organization to achieve objectives (Varadarajan 2010). Marketing strategy research, we contend, would greatly benefit from studying how decisions taken by a political actor or group of actors, including laws, regulatory measures, and other policies, impact and shape firms’marketing strategies. In particular, we believe that the areas of data privacy, health, corporate activism, and sustainability are ripe for research at that interface. In what follows, we briefly introduce these four areas and offer suggestions for future research.
{"title":"A Call for Research at the Public Policy–Marketing Strategy Interface","authors":"Natalie Chisam, Frank Germann, Robert W. Palmatier","doi":"10.1177/07439156221092413","DOIUrl":"https://doi.org/10.1177/07439156221092413","url":null,"abstract":"Public policy touches every aspect of a firm’s marketing practices; accordingly, research at the intersection of marketing strategy and public policy is critical. These two research domains have flourished over the past decades, and important theories and empirical findings have been developed. Yet, the two domains have largely advanced independently of one another, and with a few notable exceptions (e.g., Seiders, Flynn, and Nenkov 2022), the research at the interface between the two is limited. Public policy can be broadly defined as a “set of interrelated decisions taken by a political actor or group of actors concerning the selection of goals and the means of achieving them” (Jenkins 1978, p. 15). In turn, marketing strategy is an organization’s decisions “concerning products, markets, marketing activities and marketing resources in the creation, communication and/or delivery of products that offer value to customers” and thus enables the organization to achieve objectives (Varadarajan 2010). Marketing strategy research, we contend, would greatly benefit from studying how decisions taken by a political actor or group of actors, including laws, regulatory measures, and other policies, impact and shape firms’marketing strategies. In particular, we believe that the areas of data privacy, health, corporate activism, and sustainability are ripe for research at that interface. In what follows, we briefly introduce these four areas and offer suggestions for future research.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"5 1","pages":"213 - 215"},"PeriodicalIF":7.8,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86631677","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 : 2022-06-10DOI: 10.1177/07439156221092010
H. Baumgartner, Simon J. Blanchard, David Sprott
Research can be characterized in terms of three domains (Brinberg and McGrath 1985): (1) the substantive (the realworld problem of focus in the research), (2) the conceptual (the theoretical representation of some aspect of reality), and (3) the methodological (the approach taken to investigate a realworld problem or test theory). In empirical research, all three domains are usually involved, but researchers may emphasize each to different degrees. A distinguishing feature of research in the Journal of Public Policy & Marketing (JPP&M) is that it usually starts with a real-world problem that has important consumer, marketing, and public policy implications (see Martin, Borah, and Scott 2021). Due to its substantive focus, JPP&M articles enjoy an eclectic use of conceptual foundations and methods to explore important real-world problems. In this commentary, we explore JPP&M’s methodological domain by conducting an analysis of recent empirical research and providing insights based on our work.
研究可以用三个领域来描述(Brinberg和McGrath 1985):(1)实质性(研究中关注的现实世界问题),(2)概念性(现实某些方面的理论表征),(3)方法论(调查现实世界问题或检验理论所采取的方法)。在实证研究中,这三个领域通常都涉及到,但研究者对每个领域的强调程度可能不同。《公共政策与市场营销杂志》(JPP&M)研究的一个显著特点是,它通常从一个具有重要消费者、市场营销和公共政策含义的现实问题开始(见Martin, Borah, and Scott 2021)。由于其实质性的关注,JPP&M的文章喜欢折衷地使用概念基础和方法来探索重要的现实世界问题。在这篇评论中,我们通过对最近的实证研究进行分析,并根据我们的工作提供见解,来探索JPP&M的方法论领域。
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Pub Date : 2022-06-10DOI: 10.1177/07439156221093598
K. Hewett, Shintaro Okazaki, Linda L. Price
In Runaway World, Giddens (2003) describes how globalization affects everything we do, propelling us into a “global order that no one fully understands,” but makes its effects felt on all of us (p. 7). Globalization is not even-handed or benign in its consequences. As Giddens writes, “there is a new riskiness to risk,” in that we do not know the risk level and may not until it is too late (p. 28). While global consumers lead local lives, their lives are entangled, affected by, and affecting that global world. Numerous examples illustrate this dynamic, including September 11, the COVID-19 pandemic, and Brexit. Moreover, the pace of technological change and reach outpaces our adaptive capacity, exacerbating globalization’s force (Friedman 2017). On February 24, 2022, Russia began a full-scale invasion of Ukraine. Within days, 2 million Ukrainians became refugees. By week three, Ukraine’s President Zelenskyy had 16 million Instagram followers, illustrating technology’s rapid global reach. The immediate transformation in this example characterizes contemporary consumers’ “glocal” lives. Because market and policy choices have potentially significant and disproportionately distributed effects, they have international implications. Consider how the flow of consumption-related waste in the developed world creates pockets of disparity in less developed countries. A local community that cannot afford to recycle washes plastic up elsewhere (Bauman 2004). The fast fashion industry, considered by the United Nations as the second most polluting industry, behind oil, creates waste that blankets Chile’s Atacama desert, polluting oceans with microfiber and the air with toxins (Duong 2021). Facing these challenges, policy makers must not only safeguard their markets’ interests but also monitor the impact of conditions and practices in other markets on their citizens. Research in public policy and marketing—identified in the Journal of Public Policy & Marketing’s (JPP&M’s) scope as ecology, ethics and social responsibility, regulation and deregulation, security and privacy, and health and nutrition —offers evidence of the international implications of marketing practices or policies developed in a given market. We highlight findings related to ecology, regulation, and security and privacy.
{"title":"Marketing and Public Policy in a “Runaway World”: A Commentary","authors":"K. Hewett, Shintaro Okazaki, Linda L. Price","doi":"10.1177/07439156221093598","DOIUrl":"https://doi.org/10.1177/07439156221093598","url":null,"abstract":"In Runaway World, Giddens (2003) describes how globalization affects everything we do, propelling us into a “global order that no one fully understands,” but makes its effects felt on all of us (p. 7). Globalization is not even-handed or benign in its consequences. As Giddens writes, “there is a new riskiness to risk,” in that we do not know the risk level and may not until it is too late (p. 28). While global consumers lead local lives, their lives are entangled, affected by, and affecting that global world. Numerous examples illustrate this dynamic, including September 11, the COVID-19 pandemic, and Brexit. Moreover, the pace of technological change and reach outpaces our adaptive capacity, exacerbating globalization’s force (Friedman 2017). On February 24, 2022, Russia began a full-scale invasion of Ukraine. Within days, 2 million Ukrainians became refugees. By week three, Ukraine’s President Zelenskyy had 16 million Instagram followers, illustrating technology’s rapid global reach. The immediate transformation in this example characterizes contemporary consumers’ “glocal” lives. Because market and policy choices have potentially significant and disproportionately distributed effects, they have international implications. Consider how the flow of consumption-related waste in the developed world creates pockets of disparity in less developed countries. A local community that cannot afford to recycle washes plastic up elsewhere (Bauman 2004). The fast fashion industry, considered by the United Nations as the second most polluting industry, behind oil, creates waste that blankets Chile’s Atacama desert, polluting oceans with microfiber and the air with toxins (Duong 2021). Facing these challenges, policy makers must not only safeguard their markets’ interests but also monitor the impact of conditions and practices in other markets on their citizens. Research in public policy and marketing—identified in the Journal of Public Policy & Marketing’s (JPP&M’s) scope as ecology, ethics and social responsibility, regulation and deregulation, security and privacy, and health and nutrition —offers evidence of the international implications of marketing practices or policies developed in a given market. We highlight findings related to ecology, regulation, and security and privacy.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"55 1","pages":"211 - 212"},"PeriodicalIF":7.8,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85903696","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 : 2022-06-10DOI: 10.1177/07439156221100305
Kelly D. Martin, Maura L. Scott
At the midpoint of our JPP&M editorship, we reflect on the journey we have shared with the marketing and public policy (MPP) community. We continue to face challenging times together, as scholars and as individuals. Since the beginning of our tenure in 2020, the world has become increasingly volatile and uncertain. The global COVID-19 pandemic continues to affect the lives of every individual, community, and nation on Earth. We have been experiencing racial and political tensions in the United States and abroad (Chavez 2020). In recent years, we have also watched crackdowns on human rights around the world as individuals seek to exert their need for freedom, dignity, and identity (Human Rights Watch 2021). In February of 2022, Russia attacked Ukraine, in a war that has to date resulted in injury or death to thousands of civilian children, women, and men and has triggered fears of widerscale global conflict. As world temperatures continue to rise, we also witnessed the Antarctic Conger ice shelf (a mass the size of New York City) plunge into the sea and effects of a sustained drought in the southwestern United States directly constraining water (and food) supplies in several U.S. states; these are merely two of a plethora of indicators that provide increasingly dramatic evidence of global climate change and the urgency to counteract it (Borenstein 2022; Fountain 2021; Miller 2019). The world is processing these events through the lens of an infodemic, in which consumers are bombarded with accurate and inaccurate information (Mende, Vallen, and Berry 2021), as well as attempts to restrict access to information altogether (Ben-Hassine 2018; Bernstein 2022). These events, and the personal touchpoints of their occurrence to each of us as individuals, have left us disrupted, distracted, concerned, or worse. Indeed, the 2021 Gallup Global Emotions Report shows that across the world, people are “sadder, angrier, more worried, and more stressed-out” than at any time since the survey began in 2006 (Gallup 2021). We acknowledge that global events and those that touch us at home have added to the challenges we face as scholars, teachers, colleagues, coauthors, reviewers, and mentors. We understand and we empathize. In reponse, we as Editors strive to take positive action in ways that we hope will help. We are mindful of these myriad challenges when interacting with authors, reviewers, associate editors, and community members. We also ask: What can we do, as an MPP community, to use our knowledge, skills, and professional connections to collectively solve pressing problems and help make the world better? We argue that public policy and the greater public good has never needed marketing scholarship more. We continue to believe that the work our community is doing, including your contributions to JPP&M and the MPP collective, makes an important difference. When we took the helm of JPP&M, we shared our strategic vision. Its foundation is guided by a philosophy o
在我们JPP&M编辑的中途,我们反思了我们与市场营销和公共政策(MPP)社区分享的旅程。作为学者和个人,我们将继续共同面对挑战。自我们2020年上任以来,世界变得越来越动荡和不确定。全球COVID-19大流行继续影响着地球上每个人、社区和国家的生活。我们一直在经历美国和国外的种族和政治紧张局势(查韦斯2020)。近年来,我们也看到世界各地因个人寻求实现其对自由、尊严和身份的需求而对人权的镇压(人权观察2021)。2022年2月,俄罗斯袭击了乌克兰,这场战争迄今已导致数千名平民男女受伤或死亡,并引发了对大规模全球冲突的担忧。随着全球气温持续上升,我们还目睹了南极大冰架(相当于纽约市大小)沉入大海,以及美国西南部持续干旱的影响,直接限制了美国几个州的水(和食物)供应;这些仅仅是众多指标中的两个,这些指标为全球气候变化和应对气候变化的紧迫性提供了越来越明显的证据(Borenstein 2022;喷泉2021;米勒2019年)。世界正在通过信息大流行的视角处理这些事件,消费者受到准确和不准确信息的轰炸(Mende, Vallen, and Berry 2021),并试图完全限制获取信息(Ben-Hassine 2018;伯恩斯坦2022)。这些事件,以及它们发生在我们每个人身上的个人接触点,让我们被打乱、分心、担忧,甚至更糟。事实上,2021年盖洛普全球情绪报告显示,世界各地的人们比2006年开始调查以来的任何时候都“更悲伤、更愤怒、更担忧、更紧张”(盖洛普2021)。我们承认,全球事件和那些影响我们国内的事件增加了我们作为学者、教师、同事、合著者、审稿人和导师所面临的挑战。我们理解并感同身受。作为回应,我们作为编辑努力采取积极的行动,希望能有所帮助。在与作者、审稿人、副编辑和社区成员互动时,我们注意到这些无数的挑战。我们也会问:作为一个MPP社区,我们能做些什么,利用我们的知识、技能和专业关系,共同解决紧迫的问题,帮助世界变得更美好?我们认为,公共政策和更大的公共利益从来没有像现在这样需要营销学术。我们仍然相信,我们的社区正在做的工作,包括你对JPP&M和MPP集体的贡献,会产生重要的影响。当我们掌舵JPP&M时,我们分享了我们的战略愿景。它的基础是以包容性的理念为指导的,我们相信这种方法将提高这本已经在严谨性、相关性和影响力方面表现出色的期刊的论述质量。我们确定了四个重点领域:(1)继续保持JPP&M作为发表“改变世界”研究的期刊的领导地位;(2)有意包容多元化、代表性不足和全球视角;(3)鼓励影响力和商业相关性;(4)通过各种营销镜头提高政策相关性(Martin and Scott 2021)。我们已经采取了几项行动来支持这一战略计划,我们在这里分享这些行动,以说明我们与MPP社区接触的一些方式及其产生积极影响的能力。通过这些例子,我们加强了对包容性的承诺,并邀请您参与其中。这篇社论将重点介绍我们希望您考虑与我们合作的几个途径。
{"title":"We Get by with a Little Help from Our Friends: Progress Toward the Future and an Invitation to Approach Policy Questions Through Novel Perspectives","authors":"Kelly D. Martin, Maura L. Scott","doi":"10.1177/07439156221100305","DOIUrl":"https://doi.org/10.1177/07439156221100305","url":null,"abstract":"At the midpoint of our JPP&M editorship, we reflect on the journey we have shared with the marketing and public policy (MPP) community. We continue to face challenging times together, as scholars and as individuals. Since the beginning of our tenure in 2020, the world has become increasingly volatile and uncertain. The global COVID-19 pandemic continues to affect the lives of every individual, community, and nation on Earth. We have been experiencing racial and political tensions in the United States and abroad (Chavez 2020). In recent years, we have also watched crackdowns on human rights around the world as individuals seek to exert their need for freedom, dignity, and identity (Human Rights Watch 2021). In February of 2022, Russia attacked Ukraine, in a war that has to date resulted in injury or death to thousands of civilian children, women, and men and has triggered fears of widerscale global conflict. As world temperatures continue to rise, we also witnessed the Antarctic Conger ice shelf (a mass the size of New York City) plunge into the sea and effects of a sustained drought in the southwestern United States directly constraining water (and food) supplies in several U.S. states; these are merely two of a plethora of indicators that provide increasingly dramatic evidence of global climate change and the urgency to counteract it (Borenstein 2022; Fountain 2021; Miller 2019). The world is processing these events through the lens of an infodemic, in which consumers are bombarded with accurate and inaccurate information (Mende, Vallen, and Berry 2021), as well as attempts to restrict access to information altogether (Ben-Hassine 2018; Bernstein 2022). These events, and the personal touchpoints of their occurrence to each of us as individuals, have left us disrupted, distracted, concerned, or worse. Indeed, the 2021 Gallup Global Emotions Report shows that across the world, people are “sadder, angrier, more worried, and more stressed-out” than at any time since the survey began in 2006 (Gallup 2021). We acknowledge that global events and those that touch us at home have added to the challenges we face as scholars, teachers, colleagues, coauthors, reviewers, and mentors. We understand and we empathize. In reponse, we as Editors strive to take positive action in ways that we hope will help. We are mindful of these myriad challenges when interacting with authors, reviewers, associate editors, and community members. We also ask: What can we do, as an MPP community, to use our knowledge, skills, and professional connections to collectively solve pressing problems and help make the world better? We argue that public policy and the greater public good has never needed marketing scholarship more. We continue to believe that the work our community is doing, including your contributions to JPP&M and the MPP collective, makes an important difference. When we took the helm of JPP&M, we shared our strategic vision. Its foundation is guided by a philosophy o","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"69 1","pages":"197 - 202"},"PeriodicalIF":7.8,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81442145","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 : 2022-05-16DOI: 10.1177/07439156221103852
Carlos Diaz Ruiz, Tomas Nilsson
This article investigates how disinformation circulates on social media as adversarial narratives embedded in identity-driven controversies. Empirically, the article reports on the flat Earth echo chamber on YouTube, a controversial group arguing that the earth is a plane, not a sphere. By analyzing how they weave their arguments, this study demonstrates that disinformation circulates through identity-based grievances. As grudges intensify, back-and-forth argumentation becomes a form of knowing that solidifies viewpoints. Moreover, the argument resists fact-checking because it stokes the contradictions of identity work through grievances (pathos) and group identification (ethos). The conceptual contribution proposes a two-phase framework for how disinformation circulates on social media. The first phase, “seeding,” is when malicious actors strategically insert deceptions by masquerading their legitimacy (e.g., fake news). The second phase, “echoing,” enlists participants to cocreate the contentious narratives that disseminate disinformation. A definition of disinformation is proposed: Disinformation is an adversarial campaign that weaponizes multiple rhetorical strategies and forms of knowing—including not only falsehoods but also truths, half-truths, and value-laden judgments—to exploit and amplify identity-driven controversies. Finally, the paper has implications for policy makers in handling the spread of disinformation on social media.
{"title":"Disinformation and Echo Chambers: How Disinformation Circulates on Social Media Through Identity-Driven Controversies","authors":"Carlos Diaz Ruiz, Tomas Nilsson","doi":"10.1177/07439156221103852","DOIUrl":"https://doi.org/10.1177/07439156221103852","url":null,"abstract":"This article investigates how disinformation circulates on social media as adversarial narratives embedded in identity-driven controversies. Empirically, the article reports on the flat Earth echo chamber on YouTube, a controversial group arguing that the earth is a plane, not a sphere. By analyzing how they weave their arguments, this study demonstrates that disinformation circulates through identity-based grievances. As grudges intensify, back-and-forth argumentation becomes a form of knowing that solidifies viewpoints. Moreover, the argument resists fact-checking because it stokes the contradictions of identity work through grievances (pathos) and group identification (ethos). The conceptual contribution proposes a two-phase framework for how disinformation circulates on social media. The first phase, “seeding,” is when malicious actors strategically insert deceptions by masquerading their legitimacy (e.g., fake news). The second phase, “echoing,” enlists participants to cocreate the contentious narratives that disseminate disinformation. A definition of disinformation is proposed: Disinformation is an adversarial campaign that weaponizes multiple rhetorical strategies and forms of knowing—including not only falsehoods but also truths, half-truths, and value-laden judgments—to exploit and amplify identity-driven controversies. Finally, the paper has implications for policy makers in handling the spread of disinformation on social media.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"98 1","pages":"18 - 35"},"PeriodicalIF":7.8,"publicationDate":"2022-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79209539","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 : 2022-05-16DOI: 10.1177/07439156221103860
Giandomenico Di Domenico, Daniel Nunan, V. Pitardi
Combating harmful misinformation about pharmaceuticals on social media is a growing challenge. The complexity of health information, the role of expert intermediaries in disseminating information, and the information dynamics of social media create an environment where harmful misinformation spreads rapidly. However, little is known about the origin of this misinformation. This article explores the processes through which health misinformation from online marketplaces is legitimized and spread. Specifically, across one content analysis and two experimental studies, the authors investigate the role of highly legitimized influencer content in spreading vaccine misinformation. By analyzing a data set of social media posts and the websites where this content originates, the authors identify the legitimation processes that spread and normalize discussions about vaccine hesitancy (Study 1). Study 2 shows that expert cues increase the perceived legitimacy of misinformation, particularly for individuals who generally have positive attitudes toward vaccines. Study 3 demonstrates the role of expert legitimacy in driving consumers’ sharing behavior on social media. This research addresses a gap in the understanding of how pharmaceutical misinformation originates and becomes legitimized. Given the importance of the effective communication of vaccine information, the authors present key challenges for policy makers.
{"title":"Marketplaces of Misinformation: A Study of How Vaccine Misinformation Is Legitimized on Social Media","authors":"Giandomenico Di Domenico, Daniel Nunan, V. Pitardi","doi":"10.1177/07439156221103860","DOIUrl":"https://doi.org/10.1177/07439156221103860","url":null,"abstract":"Combating harmful misinformation about pharmaceuticals on social media is a growing challenge. The complexity of health information, the role of expert intermediaries in disseminating information, and the information dynamics of social media create an environment where harmful misinformation spreads rapidly. However, little is known about the origin of this misinformation. This article explores the processes through which health misinformation from online marketplaces is legitimized and spread. Specifically, across one content analysis and two experimental studies, the authors investigate the role of highly legitimized influencer content in spreading vaccine misinformation. By analyzing a data set of social media posts and the websites where this content originates, the authors identify the legitimation processes that spread and normalize discussions about vaccine hesitancy (Study 1). Study 2 shows that expert cues increase the perceived legitimacy of misinformation, particularly for individuals who generally have positive attitudes toward vaccines. Study 3 demonstrates the role of expert legitimacy in driving consumers’ sharing behavior on social media. This research addresses a gap in the understanding of how pharmaceutical misinformation originates and becomes legitimized. Given the importance of the effective communication of vaccine information, the authors present key challenges for policy makers.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"49 1","pages":"319 - 335"},"PeriodicalIF":7.8,"publicationDate":"2022-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76432102","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 : 2022-05-04DOI: 10.1177/07439156221101581
Jesse S. King, Christopher Yencha, Leslie Koppenhafer, R. Madrigal
Direct-to-consumer television advertisements for pharmaceutical medications must include a major statement disclosing the drug's most important risks and side effects. However, advertisers often pair incongruent positive visual imagery with risk information presented auditorily. Incongruence violates a principle of effective communication because it distracts from information processing. Across three studies, the authors consider how audiovisual incongruity biases perceptions of an advertised drug's risks and benefits. Using moment-to-moment measurement, Study 1 reveals that the rate of change in risk perceptions increases (i.e., accelerates) immediately after the flow of positive imagery is interrupted by a scene change during the major statement, but no such effect is observed for the advertisement in its entirety. Using post hoc measures, the latter two studies support these results. Studies 2 and 3 demonstrate that auditory risk disclosures may be enhanced by replacing distracting imagery with congruent, reinforcing text (Study 2) or by educating consumers about how distracting imagery is used as a distraction tactic (Study 3). Implications for advertising theory and recommendations for policy makers are discussed.
{"title":"A “Clear and Conspicuous” Distraction: Coping with Incongruent Audiovisual Content in Direct-to-Consumer Advertisements","authors":"Jesse S. King, Christopher Yencha, Leslie Koppenhafer, R. Madrigal","doi":"10.1177/07439156221101581","DOIUrl":"https://doi.org/10.1177/07439156221101581","url":null,"abstract":"Direct-to-consumer television advertisements for pharmaceutical medications must include a major statement disclosing the drug's most important risks and side effects. However, advertisers often pair incongruent positive visual imagery with risk information presented auditorily. Incongruence violates a principle of effective communication because it distracts from information processing. Across three studies, the authors consider how audiovisual incongruity biases perceptions of an advertised drug's risks and benefits. Using moment-to-moment measurement, Study 1 reveals that the rate of change in risk perceptions increases (i.e., accelerates) immediately after the flow of positive imagery is interrupted by a scene change during the major statement, but no such effect is observed for the advertisement in its entirety. Using post hoc measures, the latter two studies support these results. Studies 2 and 3 demonstrate that auditory risk disclosures may be enhanced by replacing distracting imagery with congruent, reinforcing text (Study 2) or by educating consumers about how distracting imagery is used as a distraction tactic (Study 3). Implications for advertising theory and recommendations for policy makers are discussed.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"106 1","pages":"353 - 367"},"PeriodicalIF":7.8,"publicationDate":"2022-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87957190","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 : 2022-04-21DOI: 10.1177/07439156221098388
K. Pauwels, V. G. Perry
Public policy is a growing area in marketing and an area where quantitative or analytical models can make important contributions (Martin and Scott 2021). This discipline aims to increase impact by conducting responsible research and addressing important policy questions, yet we see few examples of such papers (as reviewed in this article). In the words of Scott et al. (2022), ‘the arc of scholarly knowledge positively impacting this world is long.’ Why is this the case?
公共政策是市场营销中一个不断发展的领域,也是定量或分析模型可以做出重要贡献的领域(Martin and Scott 2021)。这门学科旨在通过进行负责任的研究和解决重要的政策问题来增加影响,然而我们很少看到这样的论文的例子(如本文所述)。用斯科特等人(2022)的话来说,“学术知识对这个世界产生积极影响的弧线很长。“为什么会这样?”
{"title":"Models That Matter: How Quantitative Marketing Research Can Impact Public Policy","authors":"K. Pauwels, V. G. Perry","doi":"10.1177/07439156221098388","DOIUrl":"https://doi.org/10.1177/07439156221098388","url":null,"abstract":"Public policy is a growing area in marketing and an area where quantitative or analytical models can make important contributions (Martin and Scott 2021). This discipline aims to increase impact by conducting responsible research and addressing important policy questions, yet we see few examples of such papers (as reviewed in this article). In the words of Scott et al. (2022), ‘the arc of scholarly knowledge positively impacting this world is long.’ Why is this the case?","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"41 1","pages":"206 - 210"},"PeriodicalIF":7.8,"publicationDate":"2022-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74562337","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}