Towards a richer understanding of consumers in social marketing contexts: Revisiting the stage of change model

Abstract

In this paper, we present data from an 18-month-long longitudinal study of a sample of 40 people who received a test for cancer and who were subsequently advised by health professionals on the dietary changes that would lead to improved health. This study investigates the ways that behaviour change is instigated (or not) and how people cope with these changes. We use the Stages of Change model to categorise people by their dominant behavioural response to the test (maintainers, recyclers, no change). From these categorisations, we develop an in-depth understanding of the experience of their behavioural response. By looking at the three possible behavioural responses in this way, we provide insights into the different cognitive, emotional, and behavioural response to the disease trigger. We evaluate the implications for social marketing theory and public policy makers.     

Relationship Between Companies and the Public on Facebook: The Portuguese and the Brazilian Context

ABSTRACT

This study analyzes how companies use Facebook to facilitate discussions with the public in two countries, Portugal and Brazil, through an exploratory content analysis of corporate Facebook pages. Overall, companies in both countries tend to recognize the relevance of Facebook in relationship development and therefore they use online strategies. Nevertheless, Portuguese companies are ahead of the Brazilian in providing calendars of events and partnerships with blogs/giveaways. They also tend to include more links to media reports. Compared to the Portuguese, the Brazilian public enjoys posting publications that express their feelings and/or emotions more. The article also discusses the implications of corporate relationship management practice.     

Building customer loyalty in retailing: not all levers are created equal

This research examines the determinants in building and maintaining customer loyalty in grocery retailing. The first part introduces a distinction between traditional, ‘mass’ levers such as range and price, and relational, ‘targeted’ levers based on individual customer information. The second part focuses on the role ofthese two sets of levers for differentiation, that is, to what extent they are perceived by customers as distinctive to a retailer. For the first time, parallel analysis of retailers and consumers is used to obtain a dual perspective on loyalty drivers. Most supermarket chains in Italy today are found to invest marketing resources in the ‘mass’ levers of range and price. They are also starting to use other levers for differentiation, although effectiveness of their attempts varies a great deal and the perception of diversity by customers varies a lot from one banner to another. We also find that relational levers cannot be separated from traditional levers to sustain loyalty, but they clearly play a secondary role. Investment in targeted marketing is no substitute for that in traditional mass loyalty tools such as range and price.     

The preference for scarcity: A developmental and comparative perspective

Human adults often show a preference for scarce over abundant goods. In this paper, we investigate whether this preference was shared by 4‐ and 6‐year‐old children as well as chimpanzees, humans’ nearest primate relative. Neither chimpanzees nor 4‐year‐olds displayed a scarcity preference, but 6‐year‐olds did, especially in the presence of competitors. We conclude that scarcity preference is a human‐unique preference that develops as humans increase their cognitive skills and social experiences with peers and competitors. We explore different potential psychological explanations for scarcity preference and conclude scarcity preference is based on children's fear of missing out an opportunity, especially when dealing with uncertainty or goods of unknown value in the presence of competitors. Furthermore, the results are in line with studies showing that supply‐based scarcity increases the desirability of hedonic goods, suggesting that even as early as 6 years of age humans may use scarce goods to feel unique or special.     

The EU Response to US Trade Tariffs

The greatest challenge for the EU in trying to identify an optimal response is understanding the motives behind the US strategy.The rhetoric, and more recently also actions, of the current US administration on trade and the global multilateral system are a real threat to the process of globalisation. While the costs are not immediate, they will materialise and they will be hard to revert.     

Multiple Criteria Assessment of Insulating Materials with a Group Decision Framework Incorporating Outranking Preference Model and Characteristic Class Profiles

We present a group decision making framework for evaluating sustainability of the insulating materials. We tested thirteen materials on a model that was applied to retrofit a traditional rural building through roof’s insulation. To evaluate the materials from the socio-economic and environmental viewpoints, we combined life cycle costing and assessment with an adaptive comfort evaluation. In this way, the performances of each coating material were measured in terms of an incurred reduction of costs and consumption of resources, maintenance of the cultural and historic significance of buildings, and a guaranteed indoor thermal comfort. The comprehensive assessment of the materials involved their assignment to one of the three preference-ordered sustainability classes. For this purpose, we used a multiple criteria decision analysis approach that accounted for preferences of a few tens of rural buildings’ owners. The proposed methodological framework incorporated an outranking-based preference model to compare the insulating materials with the characteristic class profiles while using the weights derived from the revised Simos procedure. The initial sorting recommendation for each material was validated against the outcomes of robustness analysis that combined the preferences of individual stakeholders either at the output or at the input level. The analysis revealed that the most favorable materials in terms of their overall sustainability were glass wool, hemp fibres, kenaf fibres, polystyrene foam, polyurethane, and rock wool.     

The Invisible Side of Political Parties: The Case of the PCdoB

The young Latin American democracies have been structuring their political parties for day-to-day management. In this context, it is important to understand how such structures could be affected by the so-called invisible side of organizations, which are composed of networks of relationships between elected politicians and then relationships between these and external militant groups, which can greatly influence the candidates’ performance and the very dynamics of the party. This article seeks to unravel some of these dimensions. We select for analysis the case of the PCdoB (Communist Party of Brazil), in the Metropolitan Region of Belo Horizonte, state of Minas Gerais, Brazil. The results show the nature of the embeddedness of these actors in the political system, highlighting weaknesses and possibilities.     

Neutralization techniques as a moderating mechanism: Ethically questionable behavior in the Romanian consumer context

On the basis of an empirical investigation in the context of Romania, this paper identifies a moderating role of neutralization techniques within ethically questionable consumer behavior. The quantitative study is based on a synthesized model of theory of planned behavior incorporating the factor of perceived unfairness and neutralization techniques. Significantly, neutralization techniques are shown to have a negative, but definite impact on the action to behave unethically. This leads to their consideration as a process of thinking, rather than as static judgment. As such, neutralization techniques are conceptually distinctive to the other factors. The paper analyzes the results specific to the Romanian context, but noting implications for an understanding of the morality of markets with similar historical, political, and economic conditions. Overall, the findings offer a more nuanced reading of consumer behavior. The paper places moral flexibility in terms of a specific cultural context, but also reveals how neutralization techniques can moderate ethically questionable behaviors beyond matters of self‐interest, which, in turn, has implications for how companies can consider their responsibilities in relation to their customers.     

Role Models and Women Entrepreneurs: Entrepreneurial Superwoman Has Her Say

It is suggested that more “role model” women entrepreneurs are needed. However, the gender gap in entrepreneurship remains. This study analyses the narratives of 51 role model women entrepreneurs to explore how they represent women entrepreneurs and entrepreneurship. We found that in accordance with the contemporary pressure for women to succeed and perform personally and professionally, the voice of the (super)woman doing “individualized entrepreneurial femininity” dominates. The role models narratives obscure race, class, and age barriers; reproduce prevailing gender stereotypes; normalize discriminatory workplace treatment and depict entrepreneurship as an appropriate alternative for working mothers. Implications for policy makers are presented.