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Practitioner Perspectives on Key Challenges in Pharmaceutical Marketing and Future Research Opportunities 从业者的观点在药品营销的关键挑战和未来的研究机会
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-06-23 DOI: 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.
本文为市场营销和公共政策研究人员和专业人士提供了一个从从业者的角度来了解药品营销的机会。通过对8位活跃的医药营销经理和医生的采访过程,作者强调了当今医药营销从业者面临的一些最紧迫的挑战。他们确定了三个关键主题:(1)需要克服患者对制药行业根深蒂固的负面看法;(2)需要向患者和医生传达大量复杂的信息;(3)需要摆脱陈旧的促销模式。作者简要总结了从业人员对每个主题的看法,重点介绍了市场营销和公共政策文献的相关发现,并为未来的研究提供了途径,以帮助解决这些挑战。
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引用次数: 4
Clouded Motives and Pharmacological Calvinism: How Recreational Use of a Drug Affects Moral Judgments of Its Medical Use 模糊的动机和药理学加尔文主义:药物的娱乐性使用如何影响其医疗用途的道德判断
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-06-16 DOI: 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.
虽然许多药物仅用于医疗原因,而其他药物仅用于娱乐,但有些药物通常用于两种目的。例如,大麻、阿片类药物、苯二氮卓类药物和兴奋剂在许多方面都是独特的,但它们都有一个共同点,即它们经常被用作药用和娱乐用途。然而,尚不清楚毒品娱乐市场的存在如何影响对其医疗用途的道德判断。目前的研究表明,如果其他消费者出于娱乐目的使用同一种药物,那么出于医疗原因使用这种药物在道德上就会被认为是不可接受的。这种效应之所以出现,是因为观察者推断,医疗使用者的动机不那么纯粹是出于医疗需求。因此,当患者没有其他治疗选择时,娱乐性药物使用对其医疗用途的道德判断的负面影响就会减轻。这些发现对病人的污名化、药物营销和游说以及旨在规范具有娱乐作用的医疗药物使用的政策和立法都有影响。
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引用次数: 3
A Call for Research at the Public Policy–Marketing Strategy Interface 公共政策-营销战略界面研究的呼唤
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-06-10 DOI: 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.
公共政策涉及企业营销实践的方方面面;因此,研究营销策略和公共政策的交集是至关重要的。这两个研究领域在过去的几十年里蓬勃发展,并发展了重要的理论和实证研究结果。然而,这两个领域在很大程度上是彼此独立发展的,除了一些值得注意的例外(例如,Seiders, Flynn和Nenkov 2022),对两者之间界面的研究是有限的。公共政策可以被广泛地定义为“一个政治行动者或一群行动者就目标的选择和实现目标的手段所做出的一系列相互关联的决定”(Jenkins 1978,第15页)。反过来,营销战略是一个组织的决策“关于产品,市场,营销活动和营销资源的创造,沟通和/或交付的产品提供价值给顾客”,从而使组织实现目标(Varadarajan 2010)。我们认为,营销策略研究将极大地受益于研究政治参与者或参与者群体(包括法律、监管措施和其他政策)所做出的决策如何影响和塑造公司的营销策略。特别是,我们认为数据隐私、健康、企业行动主义和可持续性等领域已经成熟,可以在这个界面上进行研究。下面,我们将简要介绍这四个领域,并对今后的研究提出建议。
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引用次数: 4
The Critical Role of Methodological Pluralism for Policy-Relevant Empirical Marketing Research 方法多元论在政策相关实证营销研究中的关键作用
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-06-10 DOI: 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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引用次数: 4
Marketing and Public Policy in a “Runaway World”: A Commentary “失控世界”中的市场营销与公共政策
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-06-10 DOI: 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.
在《失控的世界》中,吉登斯(2003)描述了全球化是如何影响我们所做的一切,将我们推进一个“无人完全理解的全球秩序”,但却让我们所有人都感受到全球化的影响(第7页)。全球化的后果并不公平,也不是良性的。正如吉登斯所写,“风险带来了一种新的风险”,因为我们不知道风险水平,而且可能等到为时已晚才知道(第28页)。虽然全球消费者过着本地生活,但他们的生活与全球世界纠缠在一起,受到全球世界的影响,并影响着全球世界。许多例子都说明了这一动态,包括9月11日、COVID-19大流行和英国脱欧。此外,技术变革和发展的速度超过了我们的适应能力,加剧了全球化的力量(Friedman 2017)。2022年2月24日,俄罗斯开始全面入侵乌克兰。几天之内,200万乌克兰人成为难民。到第三周,乌克兰总统泽伦斯基在Instagram上拥有1600万粉丝,这说明科技在全球的影响力迅速扩大。这个例子中的直接转变体现了当代消费者“全球本土化”生活的特点。由于市场和政策选择具有潜在的重大和不成比例的分布效应,它们具有国际影响。想想发达国家与消费相关的垃圾是如何在欠发达国家造成贫富差距的。一个负担不起回收费用的当地社区将塑料冲洗到其他地方(鲍曼2004)。快时尚产业被联合国认为是仅次于石油的第二大污染产业,它产生的废物覆盖了智利的阿塔卡马沙漠,超细纤维污染了海洋,有毒物质污染了空气(Duong 2021)。面对这些挑战,政策制定者不仅要维护本国市场的利益,还要监测其他市场的条件和做法对本国公民的影响。公共政策与市场营销的研究——在《公共政策与市场营销杂志》(JPP&M)的范围内被确定为生态学、伦理与社会责任、监管与放松管制、安全与隐私、健康与营养——为在特定市场中开发的营销实践或政策的国际影响提供了证据。我们重点介绍了与生态、监管、安全和隐私相关的研究结果。
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引用次数: 3
We Get by with a Little Help from Our Friends: Progress Toward the Future and an Invitation to Approach Policy Questions Through Novel Perspectives 我们从朋友那里得到一点帮助:走向未来的进步和邀请通过新颖的视角来解决政策问题
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-06-10 DOI: 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。
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引用次数: 1
Disinformation and Echo Chambers: How Disinformation Circulates on Social Media Through Identity-Driven Controversies 虚假信息和回音室:虚假信息如何通过身份驱动的争议在社交媒体上传播
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-05-16 DOI: 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.
本文调查了虚假信息如何在社交媒体上传播,作为嵌入身份驱动争议的对抗性叙述。根据经验,这篇文章报道了YouTube上的平坦地球回声室,一个有争议的团体认为地球是一个平面,而不是一个球体。通过分析他们如何编织他们的论点,这项研究表明,虚假信息通过基于身份的不满传播。随着怨恨的加剧,反反复复的争论变成了一种固化观点的认识形式。此外,这种观点抵制事实核查,因为它通过不满(悲情)和群体认同(精神)引发了身份认同工作的矛盾。这一概念贡献提出了一个两阶段的框架,来解释虚假信息是如何在社交媒体上传播的。第一阶段,“播种”,是恶意行为者通过伪装自己的合法性(例如,假新闻)战略性地插入欺骗。第二阶段,“呼应”,让参与者共同创造传播虚假信息的有争议的叙述。本文提出了虚假信息的定义:虚假信息是一种对抗性的运动,它将多种修辞策略和知识形式武器化,不仅包括谎言,还包括真理、半真半假的事实和充满价值的判断,以利用和放大身份驱动的争议。最后,本文对政策制定者在处理社交媒体上虚假信息的传播有启示。
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引用次数: 15
Marketplaces of Misinformation: A Study of How Vaccine Misinformation Is Legitimized on Social Media 错误信息的市场:疫苗错误信息如何在社交媒体上合法化的研究
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-05-16 DOI: 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.
打击社交媒体上关于药品的有害错误信息是一项日益严峻的挑战。卫生信息的复杂性、专家中介在传播信息方面的作用以及社交媒体的信息动态,创造了有害的错误信息迅速传播的环境。然而,人们对这种错误信息的来源知之甚少。本文探讨了来自在线市场的健康错误信息合法化和传播的过程。具体而言,通过一项内容分析和两项实验研究,作者调查了高度合法化的影响者内容在传播疫苗错误信息中的作用。通过分析社交媒体帖子和这些内容来源的网站的数据集,作者确定了传播和规范关于疫苗犹豫的讨论的合法化过程(研究1)。研究2表明,专家线索增加了错误信息的合法性,特别是对于通常对疫苗持积极态度的个人。研究3证明了专家合法性在推动消费者在社交媒体上的分享行为中的作用。这项研究解决了制药错误信息如何起源和合法化的理解差距。鉴于有效传播疫苗信息的重要性,这组作者提出了决策者面临的主要挑战。
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引用次数: 13
A “Clear and Conspicuous” Distraction: Coping with Incongruent Audiovisual Content in Direct-to-Consumer Advertisements “清晰而明显”的干扰:应对直接面向消费者的广告中不一致的视听内容
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-05-04 DOI: 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.
药物的直接面向消费者的电视广告必须包括一份主要声明,说明药物最重要的风险和副作用。然而,广告商经常将不一致的积极视觉意象与听觉呈现的风险信息配对。不一致违背了有效沟通的原则,因为它分散了信息处理的注意力。在三项研究中,作者考虑了视听不一致如何影响对广告药物风险和益处的认知。通过实时测量,研究1显示,在主要陈述过程中,积极意象的流动被场景变化打断后,风险感知的变化速度立即增加(即加速),但在整个广告中没有观察到这种影响。使用事后测量,后两项研究支持这些结果。研究2和研究3表明,通过用一致的强化文本取代分散注意力的图像(研究2)或通过教育消费者如何将分散注意力的图像用作分散注意力的策略(研究3),听觉风险披露可能会得到增强。本文讨论了对广告理论的启示和对政策制定者的建议。
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引用次数: 1
Models That Matter: How Quantitative Marketing Research Can Impact Public Policy 重要的模型:量化营销研究如何影响公共政策
IF 7.8 3区 管理学 Q1 BUSINESS Pub Date : 2022-04-21 DOI: 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?”
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引用次数: 3
期刊
Journal of Public Policy & Marketing
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