Branding HIV/AIDS communication: the social marketing campaigns of MTV and Viacom

• Based on an ethnographic study of the production and reception of HIV/AIDS public service campaigns by MTV and Viacom, this paper examines the role of branding in HIV/AIDS education promotion. A main premise of the paper is that audiences for HIV/AIDS social marketing campaigns are now less addressed in terms of the classic HIV/AIDS prevention categories of ‘general public’ and ‘risk groups’ and are increasingly viewed as ‘market segments’ implicated in the campaigns in relation to the techniques of branding. Drawing on examples from research conducted amongst audiences in the North of England, the findings highlight the differing audience understandings of the branded consumer objects and icons of HIV awareness. Using a cultural materialist perspective, concerned with the relationship between the campaigns and social relations, this paper examines the process of corporate-sponsored HIV/AIDS campaigns. The findings underscore how social marketing campaigns are increasingly being related to as branded media objects and icons, closely tied to people's material experience and understandings of the aesthetics framing these branded objects and icons. The paper argues that identification and engagement with the campaigns is most evident amongst participants who shared the consumer values and the marketing discourses used by marketing managers and producers of the public service announcements.

Copyright © 2009 John Wiley & Sons, Ltd.     

Knowing the unknowable and contested terrains in accounting

Creating visibilities and breaking silences are powerful legacies of critical accounting research and education. This paper, promoting that we further develop our understandings of how ideas are created, reveals how language is nuanced, power is embed in accounting technology, and accounting education crafts and restricts meaning. Particular ways of knowing in accounting education are appraised as well as emerging approaches to critical and ethical accounting education in order to deliberate: how can we foster a truly critical framework by which educators and students can “think different” and what can be done to promote sustainable, principled, and nuanced business practices? Our views of the morality of our world, how social structures affect ways of knowing, and what disrupts and challenges the status quo are particularly of concern to promote social transformation and justice.     

Welfare effects of short-sale constraints under heterogeneous beliefs

This paper examines the welfare effects of short-sale constraints in an overlapping generations model of a financial economy with heterogeneous beliefs by focussing on the case of rational beliefs in the sense of Kurz (Econ Theory 4:877–900, 1994). To measure the social welfare, we adopt a measure that is based on the ex post social welfare concept in the sense of Hammond (Economica 48:235–250, 1981), instead of the standard ex ante criterion, since heterogeneity in beliefs invalidates it. Simulation results indicate the existence of socially optimal short-sale constraints.     

Effects of Consumer Weight Level and Advertising Appeals on Consumer Attitude Toward Food and Advertisements

This study examines the link between consumer weight level, food type, and consumer attitude toward both food and food advertisements. Further, this research explores how food advertisements containing emotional or informational claims influence the attitudes of overweight and normal-weight consumers. Two experiments were conducted to study the interaction between weight levels, food types (meat vs. vegetables), and advertising appeals (emotional vs. informational). The results showed mixed support for the six hypotheses. The findings indicate that consumer weight level interacts with food types, and emotional/information appeals affecting food evaluation and attitudes toward food advertisements. Managerial implications for food manufacturers and advertisers are discussed.     

East–West Differences in “Tricky” Tactics: A Comparison of the Tactical Preferences of Chinese and Australian Negotiators

How do Eastern and Western perceptions of “tricky” or ethically ambiguous negotiation tactics differ? We address this question by comparing 161 Chinese and 146 Australian participants’ ratings of the appropriateness of different types of negotiation tactics. We predict that their differing cultural values (e.g., individualism/collectivism, importance of face) as well as their different implicit theories of how negotiation ought to be conducted (i.e., mental models, such as captured in The Secret Art of War: The 36 Stratagems) will be salient in their perceptions of tactics. Examining 24 tactics falling into eight categories, we found that overall the Chinese respondents saw these tactics as more appropriate than did the Australian respondents. There were, however, differences across categories of tactics. Chinese participants rated tactics related to the 36 stratagems as significantly more appropriate than did Australian participants, including diverting attention, misrepresenting information and making false promises. In some cases, the Chinese also saw feigning positive feelings/emotions as more appropriate than did the Australian participants, while an Australian preference for feigning negative feelings/emotions was partially supported. The implications of these findings for practitioners are discussed, along with opportunities for future research.     

Understanding rural household behavior: Beyond Boserup and Becker

New data and new methods have provided many new insights into rural households in the past 50 years. We analyze what we have learned from household models since Boserup and Becker, using this to frame more recent findings about household behavior from three types of studies: observational studies, experimental games, and impact evaluations. More sex-disaggregated data, as well as data that are collected at smaller units, such as agricultural plots, have allowed us to better understand agricultural productivity, risk sharing, and spousal cooperation. However, the focus on bargaining within households has often led us to ignore the cooperation that occurs within households. Many resources are owned and managed jointly by household members and many decisions are made jointly, although not all parties necessarily have equal voice in these decisions. Research demonstrating that households often do not reach efficient outcomes suggests that we still have much to learn about rural household behavior. Understanding both individual roles within households and the levels of cooperation, including joint decision making and ownership of resources, is essential to analysis of households, especially in rural areas where households engage in both production and consumption.     

The Development and Management of Beach Resorts: Boracay Island,The Philippines

This paper deals with questions of beach resort development processes and their management. Issues are discussed within the context of Boracay Island in the Philippines, which is a popular destination, but one that is at risk from uncontrolled growth. The framework for the analysis is an existing model, and comparisons between it and the case reveal similarities and divergences. Findings suggest the unique qualities of individual resorts arising from local and national circumstances, but indicate more general patterns and attendant challenges that have a wider applicability. Development models are also seen to be useful, despite their limitations.     

Consistency vs Flexibility: The Impact of Employee Voice in Rule-Based and Discretionary Decision Procedures

Consistency and flexibility are desirable, but incompatible, features of decision-making procedures. A comparison of a rule-based decision procedure (maximizing consistency) with a discretionary decision procedure (maximizing flexibility) was conducted. Employee voice was predicted to interact with decision procedure in impacting fairness perceptions. Student participants (N = 128) in a 2 × 2 laboratory simulation viewed videotaped depictions of a supervisor discussing a positive drug test result with an employee. The employee was given, or not given, an opportunity to explain; the supervisor was permitted discretion in determining the consequence or was completely bound by company policy. The proposed advantages of each decision procedure were obtained under contrasting levels of employee voice. Voice was desirable when the supervisor had discretionary authority; voice was unnecessary or even detrimental when a rule-based procedure was used. No overall preference between these two decision procedures was evident.