The ‘big data’ myth and the pitfalls of ‘thick data’ opportunism: on the need for a different ontology of markets and consumption

ABSTRACT

The twin pillars of big data and data analytics are rapidly transforming the institutional conditions that situate marketing research. In response, many proponents of culturalist paradigms have adopted the vernacular of ‘thick data’ to defend their vulnerable position in the marketing research field. However, thick data proselytising fails to challenge several outmoded ontological assumptions that are manifest in the big data myth and it situates socio-cultural modes of marketing thought in a counterproductive technocratic discourse. In building this argument, I first discuss the relevant historical continuities and discontinuities that have shaped the big data myth and the thick data opportunism. Next, I argue that culturally oriented marketing researchers should promote a different ontological frame— the analytics of marketplace assemblages—to address how big data, or more accurately its socio-technical infrastructure, produces new kinds of emergent and hybrid market structures, modes of social aggregation, consumption practices, and prosumptive capacities.     

Symbolic consumption,signification and the ‘lockout’ of electric cars, 1885–1914

The paper analyses the sources of meanings attached to consumption of the early automobile to inform analysis of the lockout of electric automobiles in the UK, mindful of related developments in France, and the USA. Data are gathered from archive sources, and include social and technical histories and popular newspapers and magazines from the period investigated (1885–1914). The paper asserts that the association of the early car with specific and particular cultural meanings, as defined by class and gender, led to it becoming an untenable choice for early consumers contributing to the ‘lockout’ of the electric car before it had a chance to establish itself as a viable socio-technical system. The conclusion highlights the limitations of an analytical focus privileging technical accounts of lockout and identifies the contribution of the concepts of symbolic consumption and signification.     

Reassessing the role of Chinese workers in problem solving: a study of transformational leadership,trust and security in ‘lean’ manufacturing

In this paper, we study leadership style and organizational culture, elements that, we argue, are conducive for Chinese shop-floor employees to participate in problem solving in ‘lean’ manufacturing. Power distance and the concern for saving face potentially hinder employees' willingness to participate in such problem solving, but our findings support the notion that transformational leadership helps to overcome these barriers. The relationships are not straightforward, however, and by examining the complexities, this research may provide insights into this dilemma.     

‘Impression management’ in Chinese corporations: a study of chairperson's statements from the most and least profitable Chinese companies

The purpose of this study is to investigate whether ‘impression management’ exists in Chinese corporate annual reports. Despite flourishing in the Western context, the literature regarding impression management has not yet received any significant development pertinent to China and its cultural norms. The following question is raised: do the most profitable Chinese listed companies disclose information in their chairmen's statements in a way that is significantly different from those of least profitable companies? The results indicate impression management motives do underlie chairman's statements in the Chinese context in a number of ways, as we suggest in this contribution.     

‘Out With the Old’—An Evaluation of the Relevance of Traditional Chinese Cultural Beliefs in Today's China

This study evaluated the views of a range of 20- to 35-year-old Chinese respondents regarding the applicability and relevance—in today's modern China—of various traditional Chinese values such as trust, respect and guanxi, in regard to personal, social, business and consumer behavior contexts. It found that respondents felt that traditional values were still important at home and in social contexts but had perhaps become replaced in business by more Westernized and sharp-edged values. However, they also feel that it is still sometimes possible to form deeper and more traditionally conceptualized business networks and relationships and it is here that people still preferred to conduct more complex—and serious (and indeed often more lucrative)—business activities. In regard to the use of traditional values in Chinese consumer behavior, the situation is once again quite complex. When it comes to initially thinking about a consumer behavior issue, respondents feel that traditional values played no real part—but when it comes to actually deciding on a particular product or service to purchase, particularly in regard to a product (or service) which has a high level of brand equity/image, the situation is very different. Now respondents tend to make judgments about the product or service in a most traditional manner and way, thinking about issues of face, respect, trust and even guanxi, where it is almost possible for them to feel that they have formed a kind of relationship with some brands that will, in turn, guarantee them a certain level of face, image, status and respect.     

Understanding the ‘retail revolution’ in urban China: a survey of retail formats in Beijing

Retailing in Chinese cities has experienced rapid changes in the reform era. One of the most visible changes in the urban retail landscape has been the emergence and growth of new retail formats. Using Beijing as a case study, this paper examines the evolution of retail formats in Chinese cities. The paper investigates the impacts of the changing external environment, especially the shift in government policies, on the structure of retail formats. It argues that to understand the rapid restructuring of retail formats in Chinese cities one needs to take into account the factors such as political, economic and social-cultural environment, and perhaps more importantly, regulatory changes. The consequences and implications of observed retail changes are discussed.     

The first wave of the Soviet oil offensive: The Anglo-American Alliance and the flow of ‘Red Oil’ to Finland during the 1950s

During the 1950s, many observers regarded the expansion of Soviet oil exports as a serious threat to Western political and economic interests. Finland was the first non-communist European country that started to buy Soviet oil on a large scale. This made the country vulnerable to Soviet political pressure. An examination of the Finnish case indicates that Anglo-American governments adopted a much more complex attitude towards the emergence of the Soviet Union as an exporter of oil than the Cold War rhetoric would suggest. The US and British governments were not automatically willing to support their oil companies or to try to block Soviet oil exports. Instead of seeing Soviet oil exports to Finland simply as a threat to Western interests, the Foreign Office and the State Department considered the precise implications that Finnish purchases of Soviet oil would have on Western strategic interests on a case-by-case basis. Many other government departments were more interested in promoting their own departmental interests.     

The effect of the ‘evoking freedom’ technique on sales in a computer-mediated field setting

The ‘evoking freedom’ technique is a verbal compliance procedure which solicits someone to comply with a request by simply telling a person that he/she is free to accept or to refuse the request. However, the effect of this technique has never been tested in a selling context. Previous customers (N = 900) of an extreme sports store were solicited by email to participate in a campaign where they were offered a gift voucher if they persuaded someone to become a new customer of the store. According to the case, the email contained a sentence that stated that they were free to participate or not in the operation. It was found that the ‘evoking freedom’ condition was associated with a higher number of new customers (+8.4%) than the control condition (+4.7%).     

Comment on ‘The economics of tobacco advertising: spending,demand, and the effects of bans’

This paper comments on a paper by Lancaster and Lancaster ‘The economics of tobacco advertising: spending, demand, and the effect of bans’, published in the International Journal of Advertising, 22(1). In their response, the authors specifically tackle comments made on their method of meta-analysis.     

The Impact of Caring Climate,Job Satisfaction,and Organizational Commitment on Job Performance of Employees in a China’s Insurance Company

This research uses structural equation modeling (SEM) to examine the direct and indirect relationships among caring climate, job satisfaction, organizational commitment, and job performance of 476 employees working in a Chinese insurance company. The SEM result showed that caring climate had a significant direct impact on job satisfaction, organizational command, and job performance. Caring climate also had a significant indirect impact on organizational commitment through the mediating role of job satisfaction, and on job performance through the mediating role of job satisfaction and organizational commitment. In addition, job satisfaction had significant direct impact on organizational commitment, through which it also had a significant indirect impact on job performance. Finally, organizational commitment had a significant direct impact on job performance.     

‘A fraud,a drunkard,and a worthless scamp’: estate agents,regulation, and Realtors in the interwar period

The estate agency industry played a key role in the growth of the interwar property market. An important feature of the industry was the low barriers to entry, particularly in terms of regulating practitioners. Yet repeated attempts were made to introduce mandatory licensing of estate agents during this period, all of which failed. This article explores why these attempts were instigated, by whom, and why they failed. It utilises the comparison with the successful introduction of licensing for real estate brokers in the US. The article argues that the desire for a professional identity fuelled these regulatory efforts, and that industry specific endogenous tensions led to their failure. In doing so, this article informs our knowledge of both the interwar development of this key service industry, and of the concepts used to analyse regulation more generally.     

Commitment,satisfaction, and customer loyalty: a theoretical explanation of the ‘satisfaction trap’

This paper examines the relationship between satisfaction and customer loyalty and the moderating effects of affective and calculative commitment. The results suggest that while customer loyalty increases monotonically with the enhancement of satisfaction, the marginal effect of satisfaction on customer loyalty actually decreases. Calculative commitment positively moderates the curvilinear relationship of satisfaction and customer loyalty, i.e. enhancing calculative commitment could intensify the relationship between satisfaction and customer loyalty. Affective commitment has no significant moderating effect on the relationship of satisfaction and customer loyalty, but it can directly enhance the customer loyalty. The research findings can help us to explain the phenomenon of the ‘satisfaction trap’.     

Do consumers act in a sustainable way using their refrigerator? The influence of consumer real life behaviour on the energy consumption of cooling appliances

Over recent decades, energy savings and resource conservation have become increasingly important issues for debate, and this includes the residential sector. Since the introduction of the European Energy Label, the energy consumption of appliances has decreased drastically. Additionally, a number of guidelines have been published to assist the consumer in adopting more energy‐saving behaviours. Refrigerators and freezers in particular are covered by these recommendations because they are large energy consumers in domestic households. In order to understand the influence of consumers' real life circumstances and their behaviour in relation to the energy consumption of refrigerators, a web‐based survey was carried out. A total of 1011 participants in four European countries completed a questionnaire to allow the researchers to gain information about refrigerator characteristics and consumer behaviour in relation to refrigerator use. As well as demographic and socio‐economic characteristics of the participants, data were collected on refrigerator configuration and specification, ambient conditions (ambient temperature, position near any heat sources), and consumer behaviours such as shopping frequency, loading of the refrigerator, door opening and food consumption. The study has shown that recommendations on energy efficient usage are not always observed. A major finding of the present study is that for 25% of refrigerators, correct operation is not ensured as these appliances are operated outside the temperature ranges specified according to their climatic classes. This suggests a lack of consumer information on this topic. Consequently, guidelines and recommendations will have to be revised and their dissemination to be improved in order to ensure the sustainable and safe use of domestic refrigerators.     

‘The Municipal Store’: Adaptation and Development in the Retail Markets of Nineteenth-Century Urban Lancashire

This essay employs a case study of Lancashire's nineteeth-century retail markets in order to reassess the impact of economic and urban growth on retail forms. By revealing the resilience of markets in a county which experienced some of the most intense industrial and urban development of the period, it challenges those models of retail change which present an inverse relationship between economic and urban change on the one hand, and ‘traditional’ modes of retailing on the other. It examines the ways in which the region's markets responded to the new problems and opportunities generated by their changing physical, economic and social environment, focusing in particular on their management, their trade and their temporal and physical organisation. It reveals how, contrary to undergoing displacement by ‘fixed’ forms of shop retailing, markets adopted some of their characteristics and evolved as modern, profitable, daily, undercover ‘municipal stores’.     

The ‘disguised’ foreign investor: Brands,trademarks and the British expatriate entrepreneur in Brazil

Abstract

This article examines the impact of the British expatriate entrepreneur, and his processes of knowledge transfer, on the industrialization and economic development of Brazil between 1875 and 1914. It focuses on the textiles industry, and combines original trademark data with conventional trade and investment statistics, and also case study analysis about firms and their entrepreneurs. It argues that British investment in Brazil was higher and had a deeper impact on economic development than considered by existing research, as expatriate entrepreneurs ‘disguised’ a substantial amount of foreign investments by acting as shareholders and top managers of newly established local businesses.     

‘To invite disappointment or worse’: governance,audit and due diligence in the Ferranti–ISC merger

Mergers and acquisitions frequently destroy shareholder value, and UK companies have a particularly poor record in US deals. But outcomes are rarely as calamitous as in the case of the British electronics group Ferranti which in 1987 entered into a significant merger with the US company International Signal and Control Group (ISC). The combined group had collapsed by 1993. Our analysis of the case, seen in the light of more recent corporate failures such as the Royal Bank of Scotland (RBS), leads us to question whether the UK’s ‘idiosyncratic mix’ of corporate governance mechanisms can ever effectively constrain the flawed and dictatorial decision-making of dominant individuals.     

Explicating the ‘like’ on Facebook brand pages: The effect of intensity of Facebook use,number of overall ‘likes’, and number of friends' ‘likes’ on consumers' brand outcomes

This study examined the relationship between the number of overall ‘likes’ and friends' ‘likes’ on Facebook brand pages in influencing consumers' brand attitude, brand trust, brand involvement, and purchase intention, drawing upon theoretical concepts including diffusion of innovations, social capital theory, strength of weak ties, sociometric versus perceptual popularity, and prior research in online impression formation. Results of a 2 × 2 experiment revealed significant main effects of number of overall ‘likes’ and friends' ‘likes’ on key dependent measures. A significant interaction effect was also found between overall ‘likes’ and friends' ‘likes’. Additionally, intensity of Facebook use also mediated the relationships between number of overall ‘likes’ and friends' ‘likes’ with brand attitude, brand trust, and purchase intention.