Deterring deviant consumer behaviour: when ‘it’s wrong,don’t do it’ doesn’t work

ABSTRACT

Tactics to deter deviant consumer behaviour have received limited attention in the literature despite deviance being an ongoing problem in the marketplace. Across two studies, the findings suggest there is a heterogeneous response to the rules placed on consumers’ behaviour, which manifests from an absence of consensus among consumers on what is right and wrong behaviour undermining the it’s wrong, don’t do it approach to deterrence. Further, risk perceptions of being caught and punished are low, if not absent, undermining the you will be caught and punished approach to deterrence. Alternate underlying mechanisms were tested and found to influence deviant consumer behaviour (perceived prevalence, perceived outcomes and moral identity), which could underpin alternate deterrence tactics, including social proofing, moral triggers and humanising the victim.     

An experimental assessment of alternative teaching approaches for introducing business ethics to undergraduate business students

This study employs a pretest-posttest experimental design to extend recent research pertaining to the effects of teaching business ethics material. Results on a variety of perceptual and attitudinal measures are compared across three groups of students — one which discussed the ethicality of brief business situations (the business scenario discussion approach), one which was given a more philosophically oriented lecture (the philosophical lecture approach), and a third group which received no specific lecture or discussion pertaining to business ethics. Results showed some significant differences across the three groups and demonstrated that for a single lecture, the method used to teach ethics can differentially impact ethical attitudes and perceptions. Various demographic and background variables did not moderate the relationship between the teaching method and the dependent variables, but the sex of the student was strongly associated with the ethical attitude and perception measures. Scot Burton is Assistant Professor of Marketing at Louisiana State University. His research has appeared in the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of Marketing, among others. Mark. W. Johnston is Assistant Professor of Marketing at Louisianna State University. His research has been published in journals such as the Journal of Marketing Research, the Journal of Applied Psychology, and the Journal of Business Research. Elizabeth J. Wilson is Assistant Professor of Marketing at Louisiana State University. Her research has been published in the Journal of Advertising Research and Industrial Marketing Management.     

Ethical Ideologies and Older Consumer Perceptions of Unethical Sales Tactics

Demographic differences among consumer groups have become increasingly important to the development of marketing strategies. Marketers depend heavily on the sales force to implement strategies at the consumer level and, not surprisingly, different groups may view the salesperson’s role differently. Unfortunately, unethical sales practices targeted at various consumer groups, and especially at seniors, have been utilized as well. The purpose of this study is to provide initial empirical evidence of the ethical ideological make-up of four age segments outlined by Strauss and Howe (1991, Generations: The History of America’s Future 1584–2069, Morrow, New York) and to examine the propensity for these groups (seniors, in particular) to respond differentially to potentially unethical sales tactics. Data were collected from 179 respondents representing the four generational age groups. MANOVA revealed that the seniors in this study were distinct with respect to ethical ideology and less accepting of unethical sales tactics. Managerial implications are discussed for sales organizations to maximize their effectiveness across consumer groups. Rosemary P. Ramsey (Ph.D., University of Cineinnati) is Professor of Marketing in the Raj Soin College of Business at Wright State University, Dayton, OH, USA. Rosemary spent several years as a marketing and sales practitioner in the private sector, primarily for NCR Corporation. She is interested in relationship development as it pertains to buyer-seller interactions, salespersons with their sales managers, and team dynamics. She has been on the faculty at University of Kentucky and University of South Florida. She was in administration at Eastern Kentucky University, Cleveland State University, and Wright State University. She is published in the Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, Journal of Personal Selling & Sales Management, among others. She was recently honored by Who’s Who among America’s Teachers and Who’s Who in Executives and Professionals. Greg W. Marshall (Ph.D., Oklahoma State University) is Professor of Marketing and Strategy in the Roy E. Crummer Graduate School of Business at Rollins College, Winter Park, FL, USA, Greg’s research centers on the areas of sales force selection, performance, and evaluation; adoption and successful use of technology by salespeople; sales force diversity; decision making by marketing managers; and intraorganizational relationships. He is Editor of the Journal of Marketing Theory and Practice. His industry experience includes thirteen years in selling and sales management, product management, and retailing with companies such as Warner Lambert, Mennen, and Target Corporation. He is a frequent consultant and trainer in the area of strategic marketing. Greg serves on the editorial review boards of the Journal of the Academy of Marketing Science, Journal of Business Research, and Industrial Marketing Management.He is co-author of the books, Sales Force Management 9e and Relationship Selling and Sales Management 2e, both published by McCraw-Hill, and Marketing: Real People, Real Choices 5e, published by Prentice Hall. Mark W Johnston (Ph.D., Texas A&M University) is the Alan and Sandra Gerry Professor of Marketing and Ethics at the Roy E. Crummer Graduate School of Business at Rollins College, Winter Park, FL, USA. Mark has conducted a number of seminars around the world on a variety of topics including ethical issues in marketing, sales force motivation, managing turnover in the organization, sales training issues, and improving overall sales performance. He has served as a marketing consultant to a number of organizations around the country. A partial list of his research includes publications in theJournal of Marketing Research, Jotunal of Applied Psychology, Journal of Business Research, and Journal of Personal Selling & Sales Management. He is co-author of the books Sales Force Marnagement 9e and Relationship Selling and Sales Management 2e, both published by McGraw-Hill. Dawn R, Deeter-Schmelz (Ph.D., University of South Florida) is Chair and O’Bleness Professor of Marketing at Ohio University, Athens, OH, USA. Her research interests include customer service teams, sales management and buyer-seller relationship issues, business-to-business e-commerce, and scale development. She has published in Journal of the Academy of Marketing Science, Journal of Marketing Theory and Practice, Industrial Marketing Management, Journal of Personal Selling & Sales Management, Journal of Marketing Education, and Journal of Business Logistics, among others. In a marketplace where the consumer is King ... understanding the fundamental needs, values, icons and historical experiences of the various generations is more critical than ever. Generational mindsets and feelings are major factors in determining ...an effective marketing strategy. —Fishman (2004), p. 4     

Cost effectiveness and impact on quality of life of abobotulinumtoxinA and onabotulinumtoxinA in the treatment of children with lower limb spasticity in Canada

Abstract

Background: Injectable botulinum neurotoxins are a mainstay of treatment for pediatric spasticity. AbobotulinumtoxinA and onabotulinumtoxinA are both injectable toxin therapies used to treat pediatric lower limb (PLL) spasticity in Canada. The objective of this study was to assess the cost-effectiveness of abobotulinumtoxinA vs. onabotulinumtoxinA in the treatment of PLL spasticity in Canada.

Methods: A probabilistic Markov cohort model with a 2-year time horizon was developed, with health states defined by response to therapy, as characterized by the goal attainment scale (GAS). Based on randomized controlled trial evidence, response to therapy was similar or higher for abobotulinumtoxinA relative to onabotulinumtoxinA; uncertainty was incorporated into model parameters, however, as the two therapies have not been compared head-to-head. Canadian resource use and cost data were incorporated.

Results: In the base case, abobotulinumtoxinA generated 1.48 quality-adjusted life years over the model time horizon, compared to 1.47 for onabotulinumtoxinA. AbobotulinumtoxinA was associated with cost savings of $123 CAD, reflecting lower costs in both medication acquisition and health services. The estimated improvement to quality of life and reduced costs result in an estimate of economic dominance for abobotulinumtoxinA over onabotulinumtoxinA. This dominant result persisted across probabilistic and scenario analyses.

• Key points for decision makers

• Based on a review of available clinical evidence, abobotulinumtoxinA was found to have significant and/or numerical efficacy benefits to onabotulinumtoxinA on functional outcomes (Goal Attainment Scale) and tone (Modified Ashworth Scale) and in the treatment of pediatric lower limb spasticity

• In this cost-effectiveness analysis, abobotulinumtoxinA was found to be associated with greater quality-adjusted life years and lower costs than onabotulinumtoxinA (economically dominant)

• A limitation of this analysis was the uncertainty around key parameters. Specifically, the lack of head-to-head comparison data for the two therapies, and variable data regarding likely onabotulinumtoxinA dosing in PLL in clinical practice. However, across a range of plausible scenarios, the economic dominant result remained.

     

Choice experiments,site similarity and benefits transfer

Choice experiments are designed to account for variations in environmental resources and site characteristics, as well as potential implications of these variations for willingness to pay. As a result, choice experiment results may be well suited for benefits transfer. It is unclear, however, whether the flexibility of choice experiments renders the similarity of study and transfer sites less critical for transfer validity. Drawing from identical choice experiments conducted in different Rhode Island communities, this model assesses the extent to which error in function-based benefits transfer is related to the similarity of communities across a variety of observable dimensions. Results suggest that site similarity, at least across some dimensions, influences the validity of choice experiment benefits transfers. However, the use of some measures of similarity as indicators of transfer error may provide misleading results.     

An analysis of international business-to-business relationships based on the Commitment-Trust theory

Business-to-business relationships are characterized by an exchange between two or more parties. Research has identified several factors that enhance marketing and management in business relationships, mainly with a focus on large manufacturing firms. However, less is known about how service firms develop and maintain international relations during the establishment of a business. To analyze the relevance of the key mediating variable (KMV) model [J. Mark. 58 (1994) 20-38.], which maintains that business-to-business relationship requires commitment and trust, interviews were conducted with five different service entrepreneurs in Sweden, Australia and the UK. The findings demonstrate the importance of commitment, trust, relation termination costs and benefits, shared values and communication between the exchange partners.