Faith,hope and love: doing family through consuming pilgrimage

Abstract

The aim of this paper is to explore the consumption of Lourdes, a Catholic pilgrimage site in France. Based on a three-year ethnography, our findings focus on respondents’ ‘Lourdes stories’. Discussing themes of faith, hope and love, we illustrate the importance of the family in consuming Lourdes. Family members act as influencing agents in the initial and sometimes continuous consumption of Lourdes. Our findings differ from consumer research to date in that rather than furthering discussion of family structure or furthering discussion on family identity we suggest a new focus is the actual building of intimate family bonds and relationships – the ‘doing’ of family or ‘familying’ – with the context of the Lourdes pilgrimage offering consumers a unique setting comprising faith, fun and family.     

Siri,Alexa, and other digital assistants: a study of customer satisfaction with artificial intelligence applications

ABSTRACT

Digital assistants (e.g., Apple’s Siri, Amazon’s Alexa, Google’s Google Assistant) are highly complex and advanced artificial intelligence (AI) based technologies. Individuals can use digital assistants to perform basic personal tasks as well as for more advanced capabilities. Yet, the functional and topical use of a digital assistant tends to vary by individual. This study reflects the contextual experiences of the respondents. At present, there is little empirical evidence of customer satisfaction with digital assistants. PLS-SEM was used to analyse 244 survey responses to examine this research gap. The results confirmed that expectations and confirmation of expectations have a positive and significant relationship on customer satisfaction with digital assistants. This study provides evidence that customer expectations are being satisfied through the digital assistant interaction experience. As firms integrate digital assistants into their operations, they must help customers properly define what to expect from the firm’s interactive experience.     

Marketing,violence and social cohesion: first steps to a conceptual approach to the understanding of the normalising role of marketing

ABSTRACT

This paper answers a call for contributions ‘dedicated to revealing how markets and marketing make violence culturally acceptable and socially normalised’. Such an investigation has to involve some in-depth conceptualisation with respect to the meanings of both marketing and violence. The market is an institution related to other institutions which altogether are – as in all societies – trying to cope with violence. Today our societies are based on both markets and democracy, but those institutions tend to be mutually contradictory. When marketing tends to replace politics and to almost religiously convert citizens into consumers it is social cohesion that is at stake. This paper aims at contributing to a deeper understanding of social/historical trends. As it highlights the importance of ideas (representations and motivations) and their links with changing institutions, it might help researchers and marketers to a broader understanding of their role and towards a more conscious social behaviour.     

Behavioural psychology,marketing and consumer behaviour: a literature review and future research agenda

Abstract

Psychology, along with a wide range of other academic disciplines, has influenced research in both consumer behaviour and marketing. However, the influence of one area of psychology – namely, behaviourism – on research on consumers and marketing has been less prominent. Behaviourism has influenced consumer and marketing research through the application of classical and operant conditioning, matching and foraging theories, amongst other frameworks, during the past 50 years. This article provides a review of research and applications of behavioural psychology in the area, as well as a brief introduction of behavioural psychology for scholars unfamiliar with the area. The article also suggests avenues for further research examining the potential development of behavioural psychology approaches for both consumer and marketing researchers.     

Barriers to advancing the science and practice of marketing

ABSTRACT

From focus groups to clinical interviews to cognitive, neurological and biological approaches, market research borrows heavily from the behavioural sciences. Borrowing ideas and methods from other disciplines, often with adaptations, while clearly valuable, also brings a significant risk of ‘getting it wrong’. Problems arise when researchers do not follow best practices carefully developed in the originating discipline. To maintain competitive advantage, marketing researchers often ‘black box’ the details of how they apply those procedures of method design and analysis. This lack of transparency provides little evidence that best practices are followed. This, in turn, raises questions about the validity and reliability of the resulting insights and their implications. To illustrate this issue, we examine two domains where there is strong evidence to suggest that current practices are not best (or even good) practices – implicit association testing and neuroscience.     

Additive manufacturing and the global factory: Disruptive technologies and the location of international business

Additive manufacturing (AM) is an emergent technology that is shifting the nature of production, sourcing, and other value-chain activities. AM has the potential to substantially disrupt the structure and operations of international business. In this paper, we leverage the global factory concept (e.g., Buckley & Ghauri, 2004) to frame our discussion of the likely impact of AM on global production. We identify and conceptualize specific variables and relationships to offer a nuanced explanation that highlights the potential re-distribution of global production at four levels of analysis – global, country, local area, and household. We propose how key variables – Intellectual Property Status, Industrial Standards, Branding, Aesthetics, Authenticity, Material Type, Complexity, Customization, Size, Logistical Complexity, Delivery Timeliness, Demand, Access, and Technical Competence – likely will impact localization of production. We examine industries and production activities likely to be most affected by AM. We conclude with a discussion of managerial and practical implications and identify avenues for further research.     

Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities

Abstract

Gender has been theorised and studied in many ways and across different disciplines. Although a number of these theorisations have been recognised and adopted in marketing and consumer research, the significance of feminism in knowledge construction has largely remained what we would call ‘unfinished’. Based on a critical reframing of gender research in marketing and consumer research, in dialogue with feminist theory, this article offers theoretical and practical suggestions for how to reinvigorate these research efforts. The analysis highlights dominant theorisations of gender, relating to gender as variable, difference and role; as fundamental difference and structuring; and as cultural and identity constructions. This reframing emphasises various neglected or ‘missing feminisms’, including queer theory; critical race, intersectional and transnational feminisms; material-discursive feminism; and critical studies on men and masculinities. A more detailed discussion of the latter, as a relatively new, growing and politically contentious area, is further developed to highlight more specifically which feminist and gender theories are mainly in use in marketing and consumer research and which are little or not used. In the light of this, it is argued that marketing and related disciplines have thus far largely neglected several key contemporary gender and feminist theorisations, particularly those that centre on gender power relations. The potential impact of these theoretical frames on transdisciplinary studies in marketing and consumer research and research agenda(s) is discussed.     

Relating Television Preference Viewing to Shopping Orientations,Life Styles,and Demographics: The Examination of Perceptual and Preference Dimensions of Television Programming

Abstract

Matching advertising to the appropriate segment is especially critical for television advertising which reaches many diverse segments. This problem has received much attention from researchers over the years. Attempts have been made to develop a television program typology based on the program's most salient feature rather than the dimensions perceived by the audience. However, little research has related preference for these program types to market related variables. The purpose of this study was to determine the perceived dimensions underlying the television programs and the similarity of the programs along the dimensions, and if various program preference groups differ with respect to life styles, shopping orientations, and demographics. The results of this research suggest that consumers prefer distinct sets of programs rather than one specific type. The preference groups were found to differ with respect to life styles and demographics but not shopping orientations.     

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.     

Related Debates in Ethics and Entrepreneurship: Values,Opportunities, and Contingency

In this paper, we review two seemingly unrelated debates. In business ethics, the argument is about values: are they universal or emergent? In entrepreneurship, it is about opportunities – are they discovered or constructed? In reality, these debates are similar as they both overlook contingency. We draw insight from pragmatism to define contingency as possibility without necessity. We analyze real-life narratives and show how entrepreneurship and ethics emerge from our discussion as parallel streams of thought.     

Identity,Ethnicity and Gender: Using Narratives to Understand their Meaning in Retail Shopping Encounters

This paper examines the ways in which two women (Sweetie and Desiree) experience a dissatisfying retail encounter. Citing data derived from memory-work methodology, we illustrate how stories can be used to gain a detailed insight into the complexity of consumption experiences and give voice to women consumers. By allowing women to write about, and critically reflect on their experiences, we show how consumers attach meaning to retail encounters and how we, as researchers can offer alternative interpretations of consumer behavior to those commonly reported in the literature. In this paper we use memories of "nasty" retail encounters to illustrate how social constructs related to identity, such as ethnicity and gender, have meaning in shopping experiences. Because of the new understandings possible via this method, we argue for using reflexivity in our research and analyses informed by feminism.     

React to the future: political visualization,emotional reactions and political behavior

Abstract

This study explores the mediating role political visualization – the process of imagining future political scenarios – plays in determining how political advertising affects voting behaviour. Specifically, we theorize that when partisans are exposed to political ads that are narrative (compared to non-narrative) in nature, they will engage in more political visualization. Partisans will then experience emotional reactions to these imagined futures – specifically, enthusiasm for the in-group candidate and anger towards the out-group candidate. These emotional reactions, in turn, will make a partisan more likely to vote for the in-group candidate and less likely to vote for the out-group candidate. We test this model by employing an experimental design where American partisans were presented a political ad (in the form of an email) that is either narrative or non-narrative. Results provide support for most of our expectations and suggest that visualization may play an important role in determining the influence of a political ad.     

Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram

Abstract

The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.     

Concepts and practices of digital virtual consumption

Despite the popularity of online spaces that simulate aspects of consumption‐like experiences (online virtual worlds, video games and interactive functions on online retailers) conceptual tools that aim to comprehend such consumer practices are yet to emerge. In an effort to better understand them this paper puts forward a taxonomy that may help us capture emerging consumer behavior in the digital virtual terrain in relation to virtual and material consumption. This may be read as a fluid template that considers the movement between what resides in consumer imaginations as ideal or virtual, its actualization in material and now also digital virtual spaces. We then offer examples of the practices that are emerging, specifically the increase in imaginative resources that interactive media provide; practices that actualize probable, everyday commodities and experiences in the digital virtual and practices that actualize fantastic commodities and experiences in the digital virtual. Finally, we discuss the potential for these to produce new consumer subjectivities and new markets, and as a result we conclude with a discussion of the implications of such developments for consumer cultures, noting the potential for both liberatory/celebratory and critical discourse as well as avenues for future research.     

An heretical consumer research perspective on music,culture and heritage

ABSTRACT

This special issue presents both empirical and conceptual papers on music, culture, and heritage as a discursive site of human action and social interaction. The theme of this special issue of music, culture, and heritage are aspects symbolically embedded throughout the market, as well as within cultural and ritualistic practice. The work featured in this special issue captures the essence of the 2015 Heretical Consumer Research Revival conference held 28–30 September in New Orleans, LA (partially funded by Association of Consumer Research). This diverse gathering of critical thinkers and consumer researchers considered various avenues to enrich future directions for consumer culture research. In line with that conference, this special issue is oriented towards generating innovative, radical, and even heretical schools of thought in consumer culture research surrounding markets, music, culture, and heritage in a nonconventional, nonconformist manner.     

Reproducing “rhetrickery” in online fertility marketing: harnessing the “rhetoric of the possible”

ABSTRACT

This article addresses the gap in research on visual and narrative persuasion in online fertility marketing contexts and reveals their reliance on rhetorical ruses embedded in the language of “choice” and “empowerment”. We assess four websites targeting women and men who have experienced infertility and expose their “digirhetrickery”, or use of deceptive rhetoric in digital space which exploits gendered stereotypes of the female body in ways that ultimately mislead their target markets about assisted reproductive technologies (ARTs) and the “liberatory” potential they offer. We advance digital rhetoric as an analytical method to the field of consumer research in order to engage in a reflexive analysis that reveals these underhand ideological operations. As “authorial voices” and narrative agents in digital advertising discourse are more cunningly subterranean, this study shows how the instrumentalization of “consumer empowerment” has become increasingly hyperbolic with particularly problematic consequences for infertile women consumers.     

Digital consumption and the extended self

Abstract

There are numerous and substantial effects of the use of digital technologies on consumers. I focus here on the ways in which these technologies have brought changes to the extended self. This review builds on earlier work considering digital subjectivities. I find that the human–machine digital interface results in a series of challenging theoretical issues. In considering these issues at the broadest level I also address how the affordances of digital technologies may cause us to rethink the notion of extended self, the body and the relationship between objects and consumers in digital environments.     

Dystopia and utopia in digital services

ABSTRACT

In this commentary we explore a set of paradoxes in digital services that we call Truth versus Lies, Long Term versus Short Term, Fair versus Unfair, Humans versus Machines, Return versus Risk, Coordination versus Competition, and Slow versus Fast. In each case the new digital tools at the disposal of marketers can lead towards marketing utopia or veer towards dystopia.     

This is your brain on neuromarketing: reflections on a decade of research

ABSTRACT

In this commentary, we reflect on the last decade of research in the field of neuromarketing and present a schematic illustration of the basic process of a typical neuromarketing study. We then identify three critical points of interest in this illustration that have not received enough discussion in neuromarketing-relevant literature, and which we consider to be somewhat problematic. These are the dominance of event-based designs in neuromarketing, the potential of alternative modalities in neuromarketing and the current focus on reverse inference in neuromarketing. We argue that, taken together, these points have substantive implications for the development of a more reflective neuromarketing, which in turn has greater potential to make a positive impact on marketing knowledge, marketing practice and public perceptions of marketing activity in general.