From filthy to healthy and beyond: finding the boundaries of taboo destruction in sex toy buying

ABSTRACT

The liberalisation of Western society has led to the destruction of certain taboos, but on the individual level, taboo destruction may be curtailed by opposing conventions. This study investigates the boundaries of taboo destruction in relation to buying products that were once considered as taboo but are increasingly subject to liberalisation, namely, sex toys. Adopting an exploratory mixed-method approach, which combines a consumer survey with expert interviews, this study establishes a framework suggesting that self-protection and status maintenance are the core forces behind individual-level taboo construction. Additionally, consumers may voluntarily construct taboos regarding sex toys as the controlled violation of a taboo is associated with sexual excitement. Implications about how the results diverge from societal taboo destruction, on which sex toy retailing is currently built, are discussed.     

Taboo on TV: gender,religion, and sexual taboos in transnationally marketed Turkish soap operas

ABSTRACT

This study illuminates the ways in which men and women consume soap operas as a means of reflecting on and discussing sociocultural taboos. Through interpretive research we examine the ways in which religion, sexuality and gender relations are depicted in popular Turkish soap operas and how these depictions are consumed in the Balkans and the Middle East. This study challenges the assumption that consumption of taboo discourses leads to active identity modification or public defiance. Instead, in-depth interviews and online ethnography reveal that consumption of soap operas that challenge local religious and gender norms provide a liminal space for discussing taboo topics. Firstly, the findings indicate that talking about taboo topics seen in soap operas enables consumers to speak about what they expect gender and religious norms to be. Secondly, consumers get their mediated understandings of what religion is through soap operas. Thus, rather than simply offering escape, soap opera consumption facilitates the discussion of taboo topics.     

Physically freeing: breaking taboos through online displays of the sexual self

ABSTRACT

This research specifically looks at the societal taboo of presenting an overtly sexualised self in a public forum. Specifically, we investigate the way in which technology is being used to mediate sexual experiences between individuals and larger online communities. The research takes an exploratory look at why some users engage in Technology-Mediated Sexual Encounters (TMSEs) and the impact that these online sexual encounters can have on one’s sense of self, perceptions of freedom and expression. Beyond fantasy seeking, novel experiences, and instancy of TMSEs, the importance of perceptions of power and dominance during a TMSE are discussed, as well as the emancipatory feelings associated with being free to break taboo. The impact of engaging in TMSEs and their use in understanding sexuality and expectations of physical sexual experiences is also discussed. The implications from this research include a better understanding of how technology is being used to express one’s self online in taboo contexts.     

Stories as Artworks: Giving Form to Felt Dignity in Connections at Work

Controversial taboo appeals as an executional cue in viral advertising have commonly been used by advertisers. In this context, the study investigates the role of medium context on the effectiveness of controversial taboo ads. By implementing a tightly controlled experiment which deals with controversial taboo ads embedded in a press article and in a viral context, the study finds that the viral medium context does not lead to a more positive attitude toward the embedded brand or to more positive purchase intentions. In addition, a viral medium context triggers ‘unintended consequences’ that lead consumers to undermine the level of tabooness of the viral advertising and subjective norms. To increase the external validity of the research, the results were replicated for two kinds of controversial taboo appeals; one related to sexuality, and the other to death. The results provide useful implications for theory and practice. Extending viral advertising research, a different angle on controversial viral advertising has been taken, shifting from an advertiser and brand focus, to a societal and social one. The work leads to a better understanding of the ethics of controversial viral advertising, and demonstrates its role in the trivialization of taboo behaviors and imagery. The results confirm the need for more regulation of online buzz communication and encourage regulatory bodies to extend policies of viral advertising regulation.     

The Impact of Psychological Distance and Construal Level on Consumers' Responses to Taboos in Advertising

To date, the use of taboos in advertising has produced mixed results. Such discrepancies require explanation. Relying on construal-level theory and the concept of psychological distance, this research focuses on taboo ads' effects on consumers' responses. The findings from three studies show that for different product categories (Study 1: perfume; Studies 2 and 3: alcohol) and across different taboo types (sex, violence, and a mixture of sex and violence), different distance dimensions (Study 1: spatial; Study 2: social), and different construal-level manipulations (low, high), an increase in the psychological distance (or construal) level attenuates consumers' unfavorable attitudinal and behavioral reactions while a decrease in the psychological distance (or construal) level intensifies consumers' responses. Furthermore, response intensity varies depending on the taboo type used, such that both violent and mixed taboo types produce more negative responses. Finally, gender has an impact, such that women react more negatively than men to different taboos, both across distance dimensions and across distance (construal) levels. A discussion of these findings and their implications, as well as suggestions for future research, concludes the article.     

Consideration set influences on consumer decision-making and choice: Issues,models, and suggestions

This paper affords a stylized view of individual consumer choice decision-making appropriate to the study of many marketing decisions. It summarizes issues relating to consideration set effects on consumer judgment and choice. It discusses whether consideration sets really exist and, if so, the factors that affect their composition, structure, and role in decision-making. It examines some new developments in the measurement and modeling of consideration set effects on decision-making. The paper concludes with suggestions for needed research. The authors wish to acknowledge the numerous ideas and perspectives contributed by the other members of the Banff Symposium workshop:Mukesh Bhargava (University of Alberta),Bill Black (Louisiana State University),Gary Gaeth (University of Iowa),Hotaka Katahira (University of Tokyo, Japan),Gilles Laurent (Centre HEC-ISA, France),Irwin Levin (University of Iowa),David Midgley (Australian Graduate School of Management),Thomas Novak (Southern Methodist University), andJames Wiley (University of Alberta). This paper has benefited greatly from their contributions.     

Multilevel trust in international marketing of healthcare services: A five-country comparative study

PurposeThis research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services.Design/Methodology/ApproachA comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong.FindingsThe research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context.Research implications/limitationsThis study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors.Practical implicationsManagers should consider multilevel trust to boost relationships and achieve local acceptance.Originality/ValueThis research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing.     

Customer Satisfaction with Consumption Systems

ABSTRACT

Purpose: This research examines how satisfaction toward a product and its associated services offered together by a single provider jointly affects behavioral intentions toward the provider.

Design/methodology/approach: In this study, empirical tests were conducted using longitudinal data spanning 5 years from a multinational company that offers both products and associated services as part of a consumption system to their customers.

Findings: Results show a joint congruent effect of product and services satisfaction on behavioral intentions is linear and positive. It appears that offering great service cannot compensate for less-than-adequate satisfaction toward the product. The results further highlight decreasing customer sensitivity to improvements in both sources of satisfaction and imply that focusing on too high levels of one type of satisfaction for their customers can actually be counterproductive for firms.

Research Limitations: Our model was tested using the data obtained from a single firm. Future research could test this model with data from multiple firms in various different industries and establish broader generalizability to the findings.

Practical Implications: Findings provide managers with insights on how to allocate resources across product and service spaces and to manage product and services revenues over time. Results also indicate that customer behavioral intention ratings are more weighted on product quality over the service received by them. However, mere improvements in the product cannot provide the highest desired results and therefore quality improvements in the product need to be complemented by improvements in service quality.

Originality/Value: There is a rapid emergence of the phenomenon of manufacturers providing both products and services as an integrated consumption system to their customers. While the provision of both product and service subsystems by the same firm leads to certain synergies, there are obvious costs to the development of new service capabilities and coordination with existing product capabilities. Our research intends to address this issue.     

New Ventures and their Credit Terms

Using UK bank data for 466 new venture loan applications, we explore the determinants of interest margin, the sanctioning decision and the amount borrowed when these factors are considered simultaneously. Collateral levels greatly influence the size of credits to new ventures, a finding consistent with existing work on firm foundation rates and assets (Black et al., Economic Journal 106, 60–75, 1996; de Meza and Webb, The Economic Journal 109, 153–163, 1999; Evans and Jovanovic, Journal of Political Economy 97(4), 808–827, 1989; Holtz-Eakin et al., 1994). Consistent with the RAND Journal of Economics 25, 334–347, Diversionary Models of debt, firms with larger credits enjoy discounted interest margins even when we have controlled for firm size.     

Bonding Ties,Bridging Ties,and Firm Performance: The Moderating Role of Dynamic Capabilities in Networks

ABSTRACT

Purpose: Building on the dynamic capabilities view and the configuration of network ties, this study investigates how dynamic capabilities moderate the relationships between bonding and bridging ties and firm performance, thus an area with potential to explain the divergent empirical results contained in the existing literature on the relationship between intra/extraorganizational ties and performance.

Methodology: This study employed a mail survey to senior executives. A total of 169 firms operating in an industrial district were collected. Regression analysis was employed to test the proposed model.

Findings: This study found that the combination of dynamic capabilities and bonding/bridging ties helps improve firm performance. Furthermore, this study found a positive relationship between bonding ties and firm performance, but no equivalent relationship for bridging ties.

Research Implications: Research results indicate that firm performance is significantly enhanced by bonding ties, which provide opportunities for sharing information and exchanging resources. Moreover, the empirical results reaffirm the proposition that dynamic capabilities are important transformational mechanisms for managing resources.

Practical Implications: The findings reveal that managers can improve firm performance by simultaneously building social ties and developing and implementing dynamic capabilities.

Originality/Value: This study demonstrates that the components of dynamic capabilities (i.e., sensemaking and reconfiguration) are transformational mechanisms and can moderate the positive relationship between bonding and bridging ties and firm performance, empirically supporting recent perspectives from the literature on dynamic capabilities and social networks.     

An exhibitors perspective: factors affecting selection of industrial trade shows in India and the importance of spot sales

ABSTRACT

Purpose: To identify the factors affecting the selection of trade shows in India and the role of spot sales in decision-making.

Design/methodology/approach: This study uses a primary approach. It has been done with the help of data collected from exhibitors’ responses to a standard questionnaire (appendix) through offline mode. Finally, the collected data was used for analysis with the help of SPSS 21. Multivariate data analysis techniques such as factor analysis, correlation analysis, and structural equation modeling were used in the study.

Findings: The findings of the study revealed that perceived show value was the most important factor of selecting a trade show followed by measurable cost, timing and lastly show attractions. Spot sales were found to make a significant impact on the participating decision-making process. Some of the subjective factors such as facilities within the venue and connectivity to the venue made an impact on the exhibitors' selection of trade shows.

Practical implications: Organising a trade show requires a lot of money and effort and thus it becomes important that such events be successful. Thus, the study could be used by trade show organizers to attract exhibitors for participating in their show.

Originality/value: Although research studies have been conducted on the motives for participating in a trade show in the U.S. and Europe, very few were found relating to the identification of factors affecting the decision to participate. This number becomes still smaller when one considers the case of the growing Indian economy. Looking into these aspects, this study can be considered new and thus its originality remains high.     

Promotion and Prevention Contracts in Distributor–Supplier Relationship Using Matched Dyadic Data

ABSTRACT

Purpose: This article aims to introduce and distinguish two features of contract design – prevention and promotion contracts – and compares their effects on opportunism within the distributor–supplier relationship. It also examines the moderating role of ex post contract enforcement strategies.

Methodology/approach: The authors test the proposed theoretical model by collecting matched data from distributors and suppliers in China. Moreover, partial least squares regression is used to analyze the data and test the hypothesis model.

Findings: The results show that a prevention contract leads the distributor to vigilantly avoid mistakes and punishments, thereby deterring him from behaving opportunistically. Alternatively, a promotion contract motivates the distributor to make an effort to attain potential long-run payoffs instead of short-term profits, subsequently restraining his opportunism. Overall, the promotion contract is more effective in curbing distributor opportunism than the prevention contract. In addition, the inhibitory effect of a prevention contract on opportunism is reinforced along with a severe contract enforcement strategy. By contrast, a promotion contract effectively mitigates opportunism with a swift contract enforcement strategy.

Originality/value/contribution: This study untangles two distinctive features of contract design – prevention-framed and promotion-framed contracts – and compares their effects on opportunism management. This study also provides a profound understanding of contract effectiveness by revealing the interaction effect between ex ante contract design and ex post contract enforcement.

Research implications: Researchers are encouraged to explore contract effectiveness from a framing perspective. In particular, ex post contract enforcement strategies should be included in research frameworks related to contract governance. Suggestions for further research on the effects of prevention and promotion contracts on different forms of opportunism are also proposed.

Practical implications: This article provides several insightful implications for managers in designing and enforcing contract in business-to-business marketing. Managers can strategically achieve control and motivation effects by consciously making framing decisions in the contract design, further curbing opportunistic behaviors. Moreover, managers can select a contract enforcement strategy in accordance with the contract type to maximize the effects of the specific contract.     

Servant Leadership,Proactive Work Behavior,and Performance Overall Rating: Testing a Multilevel Model of Moderated Mediation

ABSTRACT

Purpose: The goal of this paper is to investigate whether salesperson proactive behavior mediates the relationship between sales manager servant leadership and salesperson overall performance rating by the sales manager. Moreover, it examines whether salesperson customer orientation and political skill moderate the sales manager servant leadership ? salesperson proactive behavior ─ salesperson overall performance. Design/methodology/approach: Empirical analysis is based on dyadic data from 181 industrial salespeople and their sales managers in a range of different industries (including both manufacturing and service industries). To analyze the multilevel moderated mediation process, this investigation uses Multilevel Structural Equation Modeling (MSEM). Findings: Sales manager servant leadership was positively related to salespeople overall performance rating through their proactive behavior except when their customer orientation was low. Moreover, this relationship between sales manager servant leadership and overall performance rating through proactive work behavior was stronger the greater the salespeople consumer orientation and political skill. Research implications: The study suggests that sales manager servant leadership is indirectly related to salesperson overall performance rating through salesperson proactive behavior. The findings also support subsequent research on salesperson values, skills, and behaviors as moderators in the servant leadership – proactive behavior – overall performance rating relationship. Understanding how these salesperson factors interact with sales management leadership to produce organizational outcomes (e.g., stress, engagement, organizational commitment) are questions that sales researchers may wish to pursue via further study. Practical implications: Sales managers should employ servant leadership to stimulate salespeople proactive work behavior. This study clearly indicates the salespeople need to adopt customer orientation and to have political skill. Hence, sales managers need to try to improve the customer orientation and the political skill of their salespeople through selection procedures or training programs. Originality/value: The relationship between sales manager servant leadership and salesperson overall performance through proactive work behavior has not been addressed and tested in the literature to date.     

Exploring the Role of Product Development Capability for Transforming Marketing Intelligence into Firm Performance

ABSTRACT

Purpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets.

Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies.

Findings: Results reveal that sales integration and holistic macroeconomic view are particularly important features of the marketing intelligence capability on industrial markets to gain additional insights in order to develop products successfully. Results also reveal that product development capability transforms the marketing intelligence activities into firm performance on industrial markets.

Research Implications: This study offers new insights on marketing theory by extending and concretizing the concept of market orientation to a broader concept of the marketing intelligence capability for industrial markets. Further, this research reveals that the product development capability serves as a mediator to business performance.

Practical Implications: This study’s systematic and tangible outline of the dimensions of marketing intelligence and its link to the product development capability helps firms to better understand how to capitalize on market orientation’s potential values.

Originality/Value/Contribution: This research (a) reveals the relevant dimensions of marketing intelligence on industrial markets and (b) shows how the product development capability tranforms marketing intelligence activities into firm performance on industrial markets.     

Book review

Product Management in India ( 1993 ) by Ramanuj Majumdar. (Prentice‐Hall, New Delhi, India, 1993).     

The Joint Effects of Formal Institutions and Business Characteristics on Interfirm Guanxi in China: A Fuzzy Set Analysis

ABSTRACT

Purpose: This research intends to investigate the effects of formal market institutions on managers’ willingness to use personal networks, such as guanxi in China, for business success.

Methodology: We collect data from a major cellular phone manufacturer and its 277 retailers across China. We employ Fuzzy set Qualitative Comparative Analysis (FsQCA) to identify necessary conditions and causal recipes (combinations of antecedent conditions) for three elements of guanxi between boundary spanners (i.e., ganqing, information favor, and business support) and a firm’s operational performance.

Findings: We find that formal market institutions are not the sole factor influencing managers’ decisions on exercising guanxi practices and, in turn, achieving interfirm collaboration. We also find that there exists more than one causal recipe leading to each key element of guanxi between boundary spanners. The results also suggest that well-established formal market institutions would never be able to completely eliminate guanxi practices in China.

Originality: This paper is among the first to examine the joint effects of formal market institutions and key characteristics of interfirm relationships on the use of guanxi practices.     

Globalizing Business Ethics Research and the Ethical Need to Include the Bottom-of-the-Pyramid Countries: Redefining the Global Triad as Business Systems and Institutions

A majority of the countries in the world are still considered “developing,” with a per capita income of less than U$1,000. Hahn (2008, Journal of Business Ethics 78, 711–721) recently proposed an ambitious business ethics research agenda for integrating the “bottom-of-the-pyramid” countries (Prahalad and Hart, 2002, Strategy and Competition 20, 2–14) through sustainable development and corporate citizenship. Hahn’s work is among the growing field of research in comparative business ethics including the global business ethics index (Michalos, 2008, Journal of Business Ethics 79(1), 9–19; Scholtens and Dam, 2008, Journal of Business Ethics 75(3), 273–284; Tsalikis and Seaton, 2008, Journal of Business Ethics 75(3), 229–238). This article is complementary to Hahn’s work and it advocates an urgent need for business ethics researchers to globally integrate the bottom-of-the-pyramid countries through a fundamental re-definition of the global economic triad, including the United States, Western Europe, and Japan [Ohmae, 1985, Triad Power: The Coming Shape of Global Competition (New York: Free Press)]. The definition that we propose is based on business systems and institutional perspectives that include the bottom-of-the-pyramid countries. We also propose to broaden the research in business ethics to enable comparisons across business systems indifferent income levels.     

Consumer affinity for foreign countries: Construct development,buying behavior consequences and animosity contrasts

PurposeOur purpose is to extend affinity theory in construct domain, scale development, model testing and by discerning affinity and animosity.Design/methodology/approachWe carry out exploratory and empirical research in order to explore the domain and to test the factor structure and the hypotheses through confirmatory analysis.FindingsWe find (1) four target country affinity dimensions, (2) consumer affinity impacts micro country image, buying intentions and actual product ownership, and (3) affinity and animosity are distinct constructs with partly shared and partly unique dimensions.Originality/valueThe study is the first to empirically test the four dimensions, the first to establish a positive relationship with actual product ownership and micro country image, and the first to contrast the role of the dimensions in affinity and animosity.     

An Investigation on Incentive Strategies in Community Building in Business-to-Business Electronic Markets

ABSTRACT

Purpose: Community building is recognized as an important governance mechanism in business-to-business (B-to-B) electronic markets by enhancing firms’ participation in these platform markets. However, little research has been done regarding the role of incentive strategies in community building. The main purpose of this paper is to understand how to motivate merchants to participate in a merchant community with incentive strategies.

Methodology: Data were collected in a community of a large B-to-B electronic platform market in China. We randomly chose a sample of 605 participants from among all merchant firms registered in this community, and track their behaviors for 2 weeks. Their behaviors are recorded based on our research design.

Findings: With the empirical analysis from a community of a large B-to-B electronic platform market in China, our results show that (1) both platform and peer incentive strategies can significantly enhance community participation, while platform incentives is more effective in general; (2) platform incentive strategy is a more effective strategy as seller firm uncertainty increases; (3) peer incentive strategy is a more effective strategy as buyer firm uncertainty increases.

Originality: This paper is among the first to investigate two types of incentive strategies in community building, platform level and peer level. We also investigate the moderating role of market uncertainties due to market participants from seller and buyer when examining the effectiveness of these two incentive strategies.     

Hidden persuasions in soap operas: damaged heroines and negative consumer effects

Sex and death, subjects traditionally considered taboo, are now presented in advertisements. Focusing on the French cultural context, this paper analyses whether these topics are still considered taboo in our society. We use the concept of taboo as studied in ethnology and psychoanalysis, which makes the reticence of consumers easier to understand and aids the study of taboos in relation to cultural context. We analyse the use of taboos in advertising, reviewing the literature on the impact of the use of death and sex in advertising, and relating it to ethical issues and cultural aspects. We then present a survey analysing whether French consumers find it acceptable to present taboos in advertising and identifying which individual characteristics affect attitudes towards taboos in advertising. Women and seniors are particularly hostile to sex and death in advertising, while young people find these themes more acceptable. The general attitude towards advertising also appears to have a strong impact on attitudes. We draw managerial implications from these results.