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2013 Journal of Public Policy & Marketing
doi: 10.1509/jppm.12.095
This conceptual offering embodies what may be a long-overdue but plainspoken metaphysical assessment of the basic nature of marketing. A point of emphasis is that chronic misdefinition and misinterpretation of marketing itself have impeded proper appreciation of marketing's positive impact on society. One purpose here is to correct that lingering miscomprehension (pervading even the highest reaches of scholarship) and appropriately position the business function of marketing taxonomically within the larger domain of economic and governance philosophy and the societal perspective. Armed with that insight, it becomes possible to dismiss as invalid much specious criticism of marketing. Improved understanding of the true nature of marketing in turn illuminates its macroeconomic and societal role. Therefore, the field of marketing may deserve to be celebrated more than it has been to date—not that it has been universally. This item's message is thus submitted, in constructive and therapeutic spirit, as perhaps the transcendent good news story that the marketing field has received.
Burroughs, James E.; Chaplin, Lan Nguyen; Pandelaere, Mario; Norton, Michael I.; Ordabayeva, Nailya; Gunz, Alex; Dinauer, Leslie
2013 Journal of Public Policy & Marketing
doi: 10.1509/jppm.10.046
Materialism represents a pervasive value in contemporary society and one that is associated with multiple negative consequences. Although a considerable amount of research has documented these consequences, little research has examined how materialism levels might be reduced. This article presents a research agenda for reducing materialism. The authors begin with an overview of the motivation theory of materialism, a humanistic perspective that holds that materialism is often an outward manifestation of deeper unmet psychological needs and insecurities. Thus, research that contributes to reducing materialism should do so by addressing these more fundamental inadequacies. To this end, the authors outline three emergent research areas that have potential to reduce materialism by enhancing self-esteem—namely, experiential consumption, prosocial giving, and healthy social development in children. The authors review research in each area, consider its relevance to the materialism question, and propose future research directions. They also present the public policy implications of these discussions.
Henry, Paul; Garbarino, Ellen; Voola, Ranjit
2013 Journal of Public Policy & Marketing
doi: 10.1509/jppm.10.118
This article explores how everyday consumers form opinions about consumer protection and individual responsibility in the credit card domain. A startling lack of research on the consumer perspective motivates this current project. Using secondary documents, the authors identify the contributing factors of (1) distrust of card providers, (2) attribution of blame to people experiencing credit card difficulties, (3) perceptions of inherent human fallibility, (4) belief that credit card use can cause financial misery, (5) sympathy toward those experiencing credit card difficulties, and (6) negative experience of card debt. They operationalize and assess these factors using an online survey. They then employ structural equation modeling analysis to explore the relationships among these six factors and to responsibility and protection beliefs. Finally, they discuss implications for consumer advocates, public policy makers, and others who aim to change consumers' beliefs about consumer protection and individual responsibility.
Ozanne, Julie L.; Moscato, Emily M.; Kunkel, Danylle R.
2013 Journal of Public Policy & Marketing
doi: 10.1509/jppm.11.161
Marketing researchers commonly use photographic methods to generate observational data and delve into the lived experiences of research participants. These visual data-gathering techniques, however, can be embedded into a broader research methodology aimed to generate constructive social and policy changes. The authors systematically analyze prior empirical studies using photographic methods to identify when these methods are appropriate and most effective. They identify key research processes, workbench issues, and ethical dilemmas when employing transformative photographic methods across individual, group, and community levels of analysis. Finally, they propose best practices for conducting more compelling research.
Soll, Jack B.; Keeney, Ralph L.; Larrick, Richard P.
2013 Journal of Public Policy & Marketing
doi: 10.1509/jppm.11.061
The authors identify several judgmental biases related to paying off credit card debt. Participants with stronger numerical skills made fewer errors, as did those who used the new statement format mandated by Congress in the CARD Act of 2009. Study 1 shows that people underestimate how long it takes to eliminate a debt when payments barely cover interest owed. Study 2 shows that less numerate people tend to underestimate the monthly payment required to pay off a debt in three years, whereas more numerate people tend to overestimate the payment. The newly revised statement required by the CARD Act substantially reduced these biases. However, even with the new statement, many people still underestimate required payments when still using the credit card. Study 3 identifies ambiguities in the revised statement that can lead to misjudgments about how much to pay on monthly bills. The authors recommend additional public policy actions to help cardholders understand the relationship between payments and debt elimination.
Montoya, Detra Y.; Scott, Maura L.
2013 Journal of Public Policy & Marketing
doi: 10.1509/jppm.10.086
Consumer overspending and lack of adequate savings have a significant economic impact and thus are high-profile issues for policy makers. The authors examine the overspending phenomenon from the perspective of resource depletion and role stress theories. They explore factors that influence consumer and financial decision-making quality among the teenaged consumer segment, conducting two studies—a survey and a series of depth interviews—with middle school and high school teenagers. The results suggest that lifestyle-based depletion (1) can affect consumption patterns among teens and (2) is prevalent among ethnic teenagers, girls, and teens with weak parental relationships. The authors provide recommendations to help guide further policy research and aid policy decision makers.
Cook, Laurel Aynne; Burton, Scot; Howlett, Elizabeth
2013 Journal of Public Policy & Marketing
doi: 10.1509/jppm.11.128
In March 2012, retailers were required to disclose nutrition information on packaging for all ground and chopped products (e.g., ground beef, turkey) and hamburger. Drawing from this legislation, the authors develop and test hypotheses based on internal reference points and assimilation of external values. The results of three studies (a cross-sectional survey and two between-subjects experiments) indicate that the inclusion of a Nutrition Facts panel (NFP) on ground beef packaging moderates the effects of the lean-to-fat ratio on consumers' product evaluations. Because consumers' internal reference points are higher than the relatively low level of calories, fat, and saturated fat found in lean ground beef, nutrition information disclosure improves attribute evaluations. In addition, for the fattier options, provision of the NFP increases diet-related disease risk perceptions and decreases both perceived healthfulness and purchase intentions. The results also show that inclusion of the NFP has a favorable effect on the choice of leaner ground beef options and diminishes the choice of options with higher calories and fat levels. The authors offer potential implications of the findings for policy and consumer welfare.
2013 Journal of Public Policy & Marketing
doi: 10.1509/jppm.11.158
Prior research has demonstrated that the proximity of fast-food restaurants to schools is related to higher youth body weight and also suggests that this relationship may be stronger in urban areas. Research also suggests that some segments of youth may be more vulnerable to this relationship than others. The authors investigate the relationship of fast-food proximity to middle and high schools and adolescent weight outcomes, with a focus on understanding intra-urban differences across groups defined by ethnicity and school income. Their results suggest that body weight associations with proximity to a fast-food restaurant from school are not equal for all youth. Black and Hispanic students at low-income and urban schools have higher associations between school–fast food distance and youth body weight, up to four times greater than general distance associations. The authors discuss their findings in light of the complexity of understanding the relationship between retail marketing proximity and weight-related associations among youth, as well as obesity disparities.
Avery, Rosemary J.; Cawley, John H.; Eisenberg, Matthew; Cantor, Jonathan
2013 Journal of Public Policy & Marketing
doi: 10.1509/jppm.11.115
This study investigates whether the Federal Trade Commission's Red Flag initiative (2003), which asked the media to voluntarily cease running ads for over-the-counter weight loss products that contained facially false statements, reduced deception in such ads. Strengths of the study include a large sample of ads in both magazines and on television; an extended postguideline period; and examination of a wide variety of statements, including those that are clearly false, those that are potentially deceptive, and warnings. The results indicate that (1) the Federal Trade Commission's Red Flag initiative is associated with a significant reduction in almost all false and potentially misleading statements, (2) the reduction in deception was greater for ads on television than those in magazines, and (3) a significant number of ads in the postguideline period continued to include false and potentially misleading statements. There is suggestive evidence of offsetting behavior; specifically, at the time that false statements were becoming less common, potentially misleading statements became more common. The author conclude by exploring implications for regulatory policy.
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