Creating the Customer: The Influence of Advertising on Consumer Market Segments – Evidence and Ethics

For over half a century market segments have been considered objective groupings of individuals which marketers identify, understand, and target with advertising messages. The process of market segmentation has, therefore, occupied a position of moral neutrality. An increasingly popular method of segmentation is by consumer personality, with advertisers targeting messages to specific personality types. This paper explores personality segmentation, and presents empirical evidence to support the proposition that personality metrics that are used to assign individuals to segments may, in fact, be manipulable by advertising executions themselves. Quite apart from the implications that this has for the business efficacy of the segmentation process, the ethical implications – particularly as applied to children – are considerable.     

Multivariate statistics in industrial marketing management: A practitioner tool kit

Much published work over the years has pointed to the differences between business-to-consumer (B2C) and business-to-business (B2B) marketing. An undesirable by-product of this sometimes misdirected distinction is that managers working within B2B environments have generally not considered the use of what are seen as B2C techniques, such as multivariate statistical analysis. This article is structured in three parts. First, the argument for the similarities between B2B and B2C marketing is developed; second, three different multivariate statistical techniques are presented and combined to form a practical tool kit for use by B2B managers on strategic, operational, and tactical levels; and third, the results of an application of the techniques in the life science research chemicals industry is reported, demonstrating that the tool kit substantially enhanced managerial understanding of customer decision processes.     

A dance of excellence,accessibility, money and national identity: A discourse analysis of the Royal New Zealand Ballet's website

This paper explores how the Royal New Zealand Ballet's (RNZB's) website is used to construct the organisation's identity. Recent changes to the New Zealand government's cultural policy regarding accessibility, accountability, and funding have seen arts organisations need to consider economic sustainability. We posit that the changing demands placed on elite arts organisations to accommodate both artistic and commercial values may create conflicting messages and tensions that impact on their identity. To explore these tensions, we applied Dryzek's discourse analysis to the RNZB's website. The study uncovered the key entities constructed on the website as the audience, sponsors, and dancers, then considered the power relationships between these entities as well as the explicit and implicit reasons the website had been constructed. The results of the study highlight that the RNZB has chosen to emphasise its normative identity as a creative arts organisation, which inevitably had to meet utilitarian needs of financial support in order to have longevity. By making money, access, excellence, and national identity a part of their overall identity, the RNZB have perhaps inadvertently created contradictions and ambiguity in their wider identity scheme. We conclude that the until the RNZB can run sustainably without government support, and the contradictions in their presented identity will most likely remain.     

Coordination versus differentiation in a standards war: 56K modems

56K modems were introduced under two competing incompatible standards. We show the importance of competition between internet service providers in the adoption process. We show that ISPs were less likely to adopt the technology that more competitors adopted. This result is particularly striking given that industry participants expected coordination on one standard or the other. We speculate about the role of ISP differentiation in preventing the market from achieving standardization until a standard setting organization intervened.     

The opportunity not taken: The occupational identity of entrepreneurs in contexts of poverty

Innovative entrepreneurship is an essential but often missing outcome of poverty alleviation efforts. This qualitative study set in rural Ghana explores the occupational identity of entrepreneurs, the institutions that shape it in isolated “island networks”, and how it influences entrepreneurs' practices and decisions. We find that the institutional forces of “collectivism” and “fatalism” feature prominently. Being an entrepreneur in such settings means being a mentor, market link, and community safety net, and the types of opportunities entrepreneurs pursue are largely seen as pre-destined and inherited rather than individually chosen. As a result, the pursuit of innovative opportunities may be significantly limited.     

The changing nature of artisanal work and occupations: Important for understanding labour markets

ABSTRACT

The social and political conditions within which artisans are required to work have shifted globally. The South African policy concern is to train bigger quantities and improve artisanal skills quality, while simultaneously providing more opportunities for young, black and women artisans. A concern for academia is how this shifting milieu will impact on our understanding of artisanal work and occupations and what implications should this have for further research. Using the concept of occupational boundaries, we investigate, at a micro level, real and perceived change to work in three artisanal trades. The study shows that while some elements have changed, the division of labour reinforces the traditional scope of artisanal work in relation to other occupational groups. The findings reconfirm the complex relationship between changes to work and the demand for skills, and importantly highlight the sociology of work as a critical but undervalued dimension in labour market analysis.     

Skateboarding beyond the limits of gender? Strategic interventions in Sweden

Sweden prides itself as a country where young women can enjoy gender equality. Yet many young women skateboarders still experience discomfort when skateboarding in public spaces. We argue that diverse strategies are required to intervene in the intransigent problem of gender inequality in the male-dominated sport of skateboarding. We discuss two intertwined strategies adopted in Swedish skateboarding contexts, strategic visibility and strategic entitlement. Strategic visibility is premised on making girls a special case, separated from the boys, and therefore highly visible. The other intervention goes beyond the limits of gender, aiming to achieve strategic entitlement, which takes-for-granted girls’ participation and competence. Drawing from ethnographic data, we explore the paradoxical spaces of these interventions, identifying the benefits and risks of each strategy. We conclude that both strategies are important, yet the latter breaks new ground. Strategic entitlement, which constructs skateboarding girls as ordinary and indistinguishable from boys, no longer constructs gender as a limiting factor. Interventions to promote gender equality should include strategies that seek to go beyond gender and strategies that acknowledge the significance of gender. We need to keep experimenting with and researching the unintended consequences of all strategies for challenging and changing male dominance in sport and leisure.     

The Role of Commodified Celebrities in Children’s Moral Development: The Case of David Beckham

This paper presents an existentialist interpretation of the identity constituting meanings that middle‐class men and women ascribe to their bodies and their related motivations to engage in consumption activities that seek to transform their embodied selves. We begin by describing the relevance of the existential conceptualization of the embodied self to the postmodern condition of consumer culture. We apply this existential perspective to discern three dialectically structured themes drawn from phenomenological interviews with men and women across a broad age range. One emergent and unexpected finding is the extent to which these men and women expressed a constellation of common body image anxieties, thematic meanings, and self‐critical, objectifying interpretations of their bodies. Based on these findings and historical considerations, we propose that men's embodied selves are, like women's, fully inscribed in the patriarchal discourses that circulate throughout postmodern consumer culture. However, men occupy a distinct social space and, accordingly, we argue that their embodied selves are uniquely situated in a cultural model of hegemonic masculinity. We conclude that the postmodern ideal of the plastic, transformable body has become a resonant cultural metaphor through which middle‐class consumers enact their identity projects of creating a desired embodied self.     

Obesity: the link between stigma and perceived responsibility

ABSTRACT

This study explores the link between stigma and perceived responsibility in the context of obesity, through the lens of attribution theory. The life narratives of three obese individuals and the verbalisations from semi-structured interviews with 60 young people (as potential stigmatisers) were collected to compare viewpoints about the perceived responsibility for carrying the stigma. First, in addition to internal and external responsibilities, the in-between case of luck appears as an alternative for both targets and potential stigmatisers. Second, the viewpoints diverge most regarding coping strategies: obese people are perceived as implementing disengagement strategies, whereas they themselves declare engagement strategies. Third, the targets reported a lived market stigma that is imperceptible to the observer’s eye. We conclude by discussing cultural factors like the femininity/masculinity dimension.