Are Consumer and Brand Personalities the Same?

Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer‐rating methodology that focuses on each individual's perception of a brand (the brand × subject structure). The results reveal that consumers reflect their personalities by the brands they use, but the relationship between brand choice and symbolic dimensions (i.e., extraversion, agreeableness, neuroticism, and openness to experience) is much stronger than the relationship with functional dimensions (i.e., conscientiousness). Moreover, the pattern of this relationship remains consistent across symbolic and utilitarian products, which implies that consumers choose brands with similar personalities to theirs across various products. The study concludes that an abridged personality scale, based on the Big Five, can be applied to both brands and consumers. © 2012 Wiley Periodicals, Inc.     

Ethical Decision Making: Are Men and Women Treated Differently?

This exploratory study finds that ethical choices made by decision makers are influenced by a social factor, the gender of other individuals affected by the decisions. In contrast to Schminke's (1997) study this investigation focuses on ethical decision making and finds that both men and women are more often charitable to women participants in most situations, although this effect appears to be greater for men. This study contributes to extant literature on ethical decision making by identifying participant gender (gender) as a critical influence on ethical choices. Respondent sex (sex) effects are also found in some situations. In response to Robertson's (1993) call, several methodological improvements on past studies are made, and behavioral intentions as indicants of future ethical behaviors, rather than ethical attitudes, are employed. Managerial implications are drawn and suggestions for future research are made.     

Corporate Social Responsibility in Global Value Chains: Where Are We Now and Where Are We Going?

We outline the drivers, main features, and conceptual underpinnings of the compliance paradigm. We then use a similar structure to investigate the drivers, main features, and conceptual underpinnings of the cooperative paradigm for working with CSR in global value chains. We argue that the measures proposed in the new cooperation paradigm are unlikely to alter power relationships in global value chains and bring about sustained improvements in workers’ conditions in developing country export industries. After that, we provide a critical appraisal of the potential and limits of the cooperative paradigm, we summarize our findings, and we outline avenues for research: purchasing practices and labor standard noncompliance, CSR capacity building among local suppliers, and improved CSR monitoring by local resources in the developing world.     

Enhancing Employee Voice: Are Voluntary Employer–Employee Partnerships Enough?

One of the essential ethical issues in the employment relationship is the loss of employee voice. Many of the ways employees have previously exercised voice in the employment relationship have been rendered less effective by (1) the changing nature of work, (2) employer preferences for flexibility that often work to the disadvantage of employees, and (3) changes in public policy and institutional systems that have failed to protect workers. We will begin with a discussion of how work has changed in the last 20 years in countries like Australia and the United States, and then take up the issue of employees as organizational stakeholders and the ethical duties that are owed them, with special attention given to issues of power. We will then consider whether voluntary action by employers such as social auditing is sufficient to ensure equity for employees, and conclude with a discussion of how changes in public policy might ensure greater fairness in the employment relationship by bringing employers and employees together in partnership.     

Design Thinking and Entrepreneurship Education: Where Are We,and What Are the Possibilities?

The growing need for a workforce equipped to face uncertainties and address problems not susceptible to inquiry based on pure analytical skills has caused the rapid growth of design‐based curriculum and educational activities. Entrepreneurship education has embraced a design thinking lens, as evidenced by the increasing number of curricula incorporating processes that have roots in design. Yet there is limited understanding of the conceptual underpinnings and the implementation of such practices. We provide theoretical links to provide conceptual clarity to design‐based entrepreneurship education, propose recommendations with a multistakeholder alignment‐based model, and perform a survey to demonstrate its current state of practice.     

Ethical Decision Making: Panama–United States Differences in Consumer and Marketing Contexts

ABSTRACT

Results show that significant differences, both statistical and practical, exist between Panamanians and U.S. nationals in how they intend to behave in various consumption-related and marketing-related ethical situations. As cross-national marketing increases, the need to understand marketing and consumer ethics across countries becomes more critical. Additionally, as Robertson, Brady, and Hoffman (2001) Robertson, C. J., Brady, M. K. and Hoffman, J. J. 2001. Moral and marketing differences between the United States and Ecuador. International Journal of Organization Theory and Behavior, 4(1–2): 75–98.  [Google Scholar] point out, there has been a genuine lack of emphasis in the marketing-related ethics literature in Latin America. This study partially addresses that need by examining and contrasting the intended behaviors in ethical situations of Panamanians and Americans as consumers and marketers. The study contributes to marketing ethics knowledge on several fronts: (i) increasing understanding of ethics of Panamanians in consumer and marketing contexts, (ii) adding to the extant cross-country literature in the area of ethical decision making by consumers, and (iii) incorporating effect sizes, which is very rarely reported, to complement the significance values. Results show that significant differences exist between Panamanians and U.S. nationals in how they intend to behave in various consumption-related and marketing-related ethical situations. Managerial implications are also discussed.     

Where Are We Going? Perceptions of French Marketing Academics

This paper examines French marketing academics' perceptions of the most pressing issues for theory, practice and academia. The context is provided by an examination of individual and institutional demographic factors; how academics spend their time and what are their teaching/research interests. An analysis of the perceptions suggests there is a need to develop some new paradigmatical thoughts and that an epistemological debate is strongly missed. One key issue of theory, practice and academia is the link between practice and theory that is strongly asked for by the French respondents.     

Green Marketing: Multiplier for Appropriate Technology Transfer?

The effectiveness of "reward and reinforcement" strategy used in marketing activity is compared to a strategy of "mutual coercion mutually agreed upon" as a means for accelerating acceptance of environmentally appropriate production and consumption technologies. The risk and reward consequences of green marketing tactics are traced to identify their implications in pursuing globally sustainable development. Together, reward and reinforcement strategies and coercive regulatory activities are more promising for attaining sustainable development than either one alone.     

The Local Consumer Information System: An Institution-To-Be?

This paper makes the case for the creation, testing and perfection of a new economic institution–a local consumer information system. The heart of the system would be a data bank to which the consumer could address questions and receive answers repeatedly regarding the local market. The purpose of the system would be to deliver relevant consumer information more efficiently. For the individual consumer this new institution would help identify his best buy variety of a product, quickly and at low cost. It would also tell him, again quickly and at low cost, from what local retailers and at what local prices this best buy variety might be purchased. This new institution would serve all consumers in a given community by lowering many prices, quality constant. By reproducing itself in different locales, as the product testing organizations have, it might be expected to multiply and serve consumers in many communities. The paper discusses the types of information to be provided, methods of information collection and dissemination, means of insuring accuracy and fairness and how it might be financed.     

Consumer Sovereignty in Healthcare: Fact or Fiction?

We pose the question: Is consumer sovereignty in the healthcare market fact or fiction? Consumer sovereignty in healthcare implies that society benefits at large when healthcare organizations compete to develop high quality healthcare products while reducing the cost of doing business (reflected in low prices), and when consumers choose wisely among healthcare products by purchasing those high quality products at low prices. We develop a theoretical model that encourages systematic empirical research to investigate whether consumer sovereignty in healthcare is fact or fiction. In doing so, we develop a series of theoretical propositions that may demonstrate that consumer sovereignty is more fiction than fact. Specifically, healthcare consumers lack the ability, motivation, and opportunity to choose healthcare products that are high in quality and low in price. Similarly, healthcare firms lack the ability, motivation, and opportunity to compete in ways to develop and market higher quality products at lower prices.     

Are Choice Rationality and Social Consistency Two Sides of a Same Coin?

This paper aims at proving that a society cannot be consistent if it is constituted of decision-makers who are not rational. For that purpose, we propose to justify social interactions by means of individual preferences. More precisely, we establish that individual choice rationality is logically equivalent, i.e. is a necessary and sufficient condition, to social consistency—when individual rationality means that preferences are completely ordered (as in standard microeconomics) and social consistency that there is a one-to-one mapping from the list of actual communities to the underlying particular interaction (unique, reflexive and symmetric) between all individuals of the society.     

The Consumer Product Safety Commission: Benefit or Boondoggle?

The Consumer Product Safety Commission has been subject to the criticism of all parties involved in the regulation of the safety of consumer products. This paper evaluates the Commission's performance, examining both the sources of the Commission's regulatory problems and the extent to which recent amendments to the Consumer Product Safety Act will ameliorate these problems. Alternative approaches to the regulation of consumer product safety are suggested.     

Consumer Choices Under Small Probabilities: Overweighting or Underweighting?

This article provides a theoretical account and identifies boundary conditions for the common beliefs about the “overweighting of small probabilities”. Based on four studies, our results suggest that the weighting of probabilities is context-dependent. When the contrast in value is reduced or not presented in a decision problem, small probabilities are less likely to be overweighted. In addition, as the associated payoffs increase, the weights on small probabilities tend to diminish or even to be “underweighted”. However, there is an “interpersonal difference” in the weighting of probabilities which reflects the particular circumstances of individuals, including their wealth status. Some implications of small probabilities for marketing practices are also investigated and discussed.     

Ethical Decision Making: Special or No Different?

Theories of ethical decision making assume it is a process that is special, or different in some regard, from typical individual decision making. Empirical results of the most widely known theories in the field of business ethics contain numerous inconsistencies and contradictions. In an attempt to assess why we continue to lack understanding of how individuals make ethical decisions at work, an inductive study of ethical decision making was conducted. The results of this preliminary study suggest that ethical decision making might not be meaningfully “special” or different from other decision making processes. The implications of this research are potentially significant in that they challenge the fundamental assumption of existing ethical decision making research. This research could serve as an impetus for further examination of whether ethical decision making is meaningfully different from other decision making processes. Such studies could create new directions for the field of business ethics.     

The Role of Academic Research in Supply Chain Practice: How Much Are We Contributing?

Supply chain academics and practitioners enjoy a unique bond. The applied heritage of logistics and supply chain scholarship motivates researchers to identify problems residing in current and future practice, address them in a conscientious manner, and to provide findings that yield meaningful insights. Yet, this bond is sometimes strained when scholarship loses touch with “real problems” found in industry. Strains in the bond then limit the contribution potential and impact of resultant work. This editorial calls for supply chain researchers to embrace the discipline's applied heritage in the identification of problems and delivery of results, while employing the requisite rigor for valid conclusions. Fortunately, there has never been a better time to work with practitioners in light of the disruptive forces at work in industry and the thirst for meaningful insights.     

Consumer Education: Does It Change Students' Competencies and Attitudes?

A number of states require or are considering the required teaching of consumer education in secondary schools. However, almost all previous research has found no difference in consumer economic competency between students who had taken a consumer education/economics course and students who had not taken the course. This research was conducted in a state that requires consumer education of all students to see if there was a change in competency level and attitudes toward business. Potential differences in types of courses used to meet the state requirements were also investigated. The basic finding is that students who took a course specifically designed to present consumer education topics did improve their consumer economics competency and developed a more positive attitude toward business.     

Ethical Judgments: What Do We Know, Where Do We Go?

Investigations into ethical judgments generally seem fuzzy as to the relevant research domain. We first attempted to clarify the construct and determine domain parameters. This attempt required addressing difficulties associated with pinpointing relevant literature, most notably the varied nomenclature used to refer to ethical judgments (individual evaluations of actions’ ethicality). Given this variation in construct nomenclature and the difficulties it presented in identifying pertinent focal studies, we elected to focus on research that cited papers featuring prominent and often-used measures of ethical judgments (primarily, but not exclusively, the Multidimensional Ethics Scale). Our review of these studies indicated a preponderance of inferences and conclusions unwarranted by empirical evidence (likely attributable at least partly to inconsistent nomenclature). Moreover, ethical judgments related consistently to few respondent characteristics or any other variables, emergent relationships may not always be especially meaningful, and much research seems inclined to repetition of already verified findings. Although we concluded that knowledge about ethical judgments seems not to have advanced appreciably after decades of investigation, we suggested a possible path forward that focuses on the content of what is actually being judged as reflected in the myriad of vignettes used in the literature to elicit judgments.     

Eliciting Consumer Preferences for Certified Animal‐Friendly Foods: Can Elements of the Theory of Planned Behavior Improve Choice Experiment Analysis?

Models used in neoclassical economics assume human behavior to be purely rational. On the other hand, models adopted in social and behavioral psychology are founded on the “black box” of human cognition. In view of these observations, this paper aims at bridging this gap by introducing psychological constructs in the well‐established microeconomic framework of choice behavior based on random utility theory. In particular, it combines constructs developed employing Ajzen's theory of planned behavior with Lancaster's theory of consumer demand for product characteristics to explain stated preferences over certified animal‐friendly foods (AFF). To reach this objective, a Web survey was administered in the largest five EU‐25 countries: France, Germany, Italy, Spain, and the United Kingdom. Findings identify some salient cross‐cultural differences between northern and southern Europe and suggest that psychological constructs developed using the Ajzen model are useful in explaining heterogeneity of preferences. Implications for policymakers and marketers involved with certified AFF are discussed.     

Where Are We Going? Perceptions of U.S. Marketing Academics

This paper examines US marketing academics' perceptions of the most pressing issues for theory, practice and academia. The context is provided by an examination of individual and institutional demographic factors; how academics spend their time and what are their teaching/research interests. An analysis of the perceptions suggests there is a need to develop a more comprehensive marketing theory, as well as better integrate theory and practice. These outcomes appear to be limited by increased work pressures including the necessity of maintaining academic standards.