Journal of Public Policy & Marketing最新文献

{"title":"Practitioner Perspectives on Key Challenges in Pharmaceutical Marketing and Future Research Opportunities","authors":"Carter Morgan, Daniel M. Zane","doi":"10.1177/07439156221112304","DOIUrl":"https://doi.org/10.1177/07439156221112304","url":null,"abstract":"This article offers marketing and public policy researchers and professionals a peek into pharmaceutical marketing from the practitioner's perspective. Through an interview process with eight active pharmaceutical marketing managers and medical doctors, the authors highlight some of the most pressing challenges facing pharmaceutical marketing practitioners today. They identify three key themes: (1) the need to overcome strongly rooted negative patient perceptions of the pharmaceutical industry, (2) the need to communicate overwhelming amounts of complicated information to patients and physicians, and (3) the need to break away from a stale promotional model. The authors briefly summarize the practitioners’ views on each topic, highlight relevant findings from marketing and public policy literatures, and offer avenues for future research to help address these challenges.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"12 1","pages":"368 - 382"},"PeriodicalIF":7.8,"publicationDate":"2022-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87499694","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Clouded Motives and Pharmacological Calvinism: How Recreational Use of a Drug Affects Moral Judgments of Its Medical Use","authors":"Anne V. Wilson","doi":"10.1177/07439156221110482","DOIUrl":"https://doi.org/10.1177/07439156221110482","url":null,"abstract":"While many drugs are used exclusively for medical reasons, and others are used solely for recreation, some drugs are commonly used for both purposes. For example, cannabis, opioids, benzodiazepines, and stimulants are unique in many ways, but they share the fact that they are regularly consumed both medicinally and recreationally. However, it is not clear how the existence of recreational markets for substances affects moral judgments of their medical use. The current work shows that using a drug for medical reasons is viewed as less morally acceptable if other consumers use the same drug for recreation. This effect emerges because observers infer that medical users are less purely motivated by medical need. Accordingly, the negative effect of recreational drug use on moral judgments of its medical use is mitigated when patients do not have alternative treatment options. These findings have implications for patient stigmatization, drug marketing and lobbying, and policy and legislation designed to regulate the use of medical drugs with recreational benefits.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"23 1","pages":"304 - 318"},"PeriodicalIF":7.8,"publicationDate":"2022-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85176809","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A Call for Research at the Public Policy–Marketing Strategy Interface","authors":"Natalie Chisam, Frank Germann, Robert W. Palmatier","doi":"10.1177/07439156221092413","DOIUrl":"https://doi.org/10.1177/07439156221092413","url":null,"abstract":"Public policy touches every aspect of a firm’s marketing practices; accordingly, research at the intersection of marketing strategy and public policy is critical. These two research domains have flourished over the past decades, and important theories and empirical findings have been developed. Yet, the two domains have largely advanced independently of one another, and with a few notable exceptions (e.g., Seiders, Flynn, and Nenkov 2022), the research at the interface between the two is limited. Public policy can be broadly defined as a “set of interrelated decisions taken by a political actor or group of actors concerning the selection of goals and the means of achieving them” (Jenkins 1978, p. 15). In turn, marketing strategy is an organization’s decisions “concerning products, markets, marketing activities and marketing resources in the creation, communication and/or delivery of products that offer value to customers” and thus enables the organization to achieve objectives (Varadarajan 2010). Marketing strategy research, we contend, would greatly benefit from studying how decisions taken by a political actor or group of actors, including laws, regulatory measures, and other policies, impact and shape firms’marketing strategies. In particular, we believe that the areas of data privacy, health, corporate activism, and sustainability are ripe for research at that interface. In what follows, we briefly introduce these four areas and offer suggestions for future research.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"5 1","pages":"213 - 215"},"PeriodicalIF":7.8,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86631677","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The Critical Role of Methodological Pluralism for Policy-Relevant Empirical Marketing Research","authors":"H. Baumgartner, Simon J. Blanchard, David Sprott","doi":"10.1177/07439156221092010","DOIUrl":"https://doi.org/10.1177/07439156221092010","url":null,"abstract":"Research can be characterized in terms of three domains (Brinberg and McGrath 1985): (1) the substantive (the realworld problem of focus in the research), (2) the conceptual (the theoretical representation of some aspect of reality), and (3) the methodological (the approach taken to investigate a realworld problem or test theory). In empirical research, all three domains are usually involved, but researchers may emphasize each to different degrees. A distinguishing feature of research in the Journal of Public Policy & Marketing (JPP&M) is that it usually starts with a real-world problem that has important consumer, marketing, and public policy implications (see Martin, Borah, and Scott 2021). Due to its substantive focus, JPP&M articles enjoy an eclectic use of conceptual foundations and methods to explore important real-world problems. In this commentary, we explore JPP&M’s methodological domain by conducting an analysis of recent empirical research and providing insights based on our work.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"195 1","pages":"203 - 205"},"PeriodicalIF":7.8,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89294800","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Marketing and Public Policy in a “Runaway World”: A Commentary","authors":"K. Hewett, Shintaro Okazaki, Linda L. Price","doi":"10.1177/07439156221093598","DOIUrl":"https://doi.org/10.1177/07439156221093598","url":null,"abstract":"In Runaway World, Giddens (2003) describes how globalization affects everything we do, propelling us into a “global order that no one fully understands,” but makes its effects felt on all of us (p. 7). Globalization is not even-handed or benign in its consequences. As Giddens writes, “there is a new riskiness to risk,” in that we do not know the risk level and may not until it is too late (p. 28). While global consumers lead local lives, their lives are entangled, affected by, and affecting that global world. Numerous examples illustrate this dynamic, including September 11, the COVID-19 pandemic, and Brexit. Moreover, the pace of technological change and reach outpaces our adaptive capacity, exacerbating globalization’s force (Friedman 2017). On February 24, 2022, Russia began a full-scale invasion of Ukraine. Within days, 2 million Ukrainians became refugees. By week three, Ukraine’s President Zelenskyy had 16 million Instagram followers, illustrating technology’s rapid global reach. The immediate transformation in this example characterizes contemporary consumers’ “glocal” lives. Because market and policy choices have potentially significant and disproportionately distributed effects, they have international implications. Consider how the flow of consumption-related waste in the developed world creates pockets of disparity in less developed countries. A local community that cannot afford to recycle washes plastic up elsewhere (Bauman 2004). The fast fashion industry, considered by the United Nations as the second most polluting industry, behind oil, creates waste that blankets Chile’s Atacama desert, polluting oceans with microfiber and the air with toxins (Duong 2021). Facing these challenges, policy makers must not only safeguard their markets’ interests but also monitor the impact of conditions and practices in other markets on their citizens. Research in public policy and marketing—identified in the Journal of Public Policy & Marketing’s (JPP&M’s) scope as ecology, ethics and social responsibility, regulation and deregulation, security and privacy, and health and nutrition —offers evidence of the international implications of marketing practices or policies developed in a given market. We highlight findings related to ecology, regulation, and security and privacy.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"55 1","pages":"211 - 212"},"PeriodicalIF":7.8,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85903696","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"We Get by with a Little Help from Our Friends: Progress Toward the Future and an Invitation to Approach Policy Questions Through Novel Perspectives","authors":"Kelly D. Martin, Maura L. Scott","doi":"10.1177/07439156221100305","DOIUrl":"https://doi.org/10.1177/07439156221100305","url":null,"abstract":"At the midpoint of our JPP&M editorship, we reflect on the journey we have shared with the marketing and public policy (MPP) community. We continue to face challenging times together, as scholars and as individuals. Since the beginning of our tenure in 2020, the world has become increasingly volatile and uncertain. The global COVID-19 pandemic continues to affect the lives of every individual, community, and nation on Earth. We have been experiencing racial and political tensions in the United States and abroad (Chavez 2020). In recent years, we have also watched crackdowns on human rights around the world as individuals seek to exert their need for freedom, dignity, and identity (Human Rights Watch 2021). In February of 2022, Russia attacked Ukraine, in a war that has to date resulted in injury or death to thousands of civilian children, women, and men and has triggered fears of widerscale global conflict. As world temperatures continue to rise, we also witnessed the Antarctic Conger ice shelf (a mass the size of New York City) plunge into the sea and effects of a sustained drought in the southwestern United States directly constraining water (and food) supplies in several U.S. states; these are merely two of a plethora of indicators that provide increasingly dramatic evidence of global climate change and the urgency to counteract it (Borenstein 2022; Fountain 2021; Miller 2019). The world is processing these events through the lens of an infodemic, in which consumers are bombarded with accurate and inaccurate information (Mende, Vallen, and Berry 2021), as well as attempts to restrict access to information altogether (Ben-Hassine 2018; Bernstein 2022). These events, and the personal touchpoints of their occurrence to each of us as individuals, have left us disrupted, distracted, concerned, or worse. Indeed, the 2021 Gallup Global Emotions Report shows that across the world, people are “sadder, angrier, more worried, and more stressed-out” than at any time since the survey began in 2006 (Gallup 2021). We acknowledge that global events and those that touch us at home have added to the challenges we face as scholars, teachers, colleagues, coauthors, reviewers, and mentors. We understand and we empathize. In reponse, we as Editors strive to take positive action in ways that we hope will help. We are mindful of these myriad challenges when interacting with authors, reviewers, associate editors, and community members. We also ask: What can we do, as an MPP community, to use our knowledge, skills, and professional connections to collectively solve pressing problems and help make the world better? We argue that public policy and the greater public good has never needed marketing scholarship more. We continue to believe that the work our community is doing, including your contributions to JPP&M and the MPP collective, makes an important difference. When we took the helm of JPP&M, we shared our strategic vision. Its foundation is guided by a philosophy o","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"69 1","pages":"197 - 202"},"PeriodicalIF":7.8,"publicationDate":"2022-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81442145","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Disinformation and Echo Chambers: How Disinformation Circulates on Social Media Through Identity-Driven Controversies","authors":"Carlos Diaz Ruiz, Tomas Nilsson","doi":"10.1177/07439156221103852","DOIUrl":"https://doi.org/10.1177/07439156221103852","url":null,"abstract":"This article investigates how disinformation circulates on social media as adversarial narratives embedded in identity-driven controversies. Empirically, the article reports on the flat Earth echo chamber on YouTube, a controversial group arguing that the earth is a plane, not a sphere. By analyzing how they weave their arguments, this study demonstrates that disinformation circulates through identity-based grievances. As grudges intensify, back-and-forth argumentation becomes a form of knowing that solidifies viewpoints. Moreover, the argument resists fact-checking because it stokes the contradictions of identity work through grievances (pathos) and group identification (ethos). The conceptual contribution proposes a two-phase framework for how disinformation circulates on social media. The first phase, “seeding,” is when malicious actors strategically insert deceptions by masquerading their legitimacy (e.g., fake news). The second phase, “echoing,” enlists participants to cocreate the contentious narratives that disseminate disinformation. A definition of disinformation is proposed: Disinformation is an adversarial campaign that weaponizes multiple rhetorical strategies and forms of knowing—including not only falsehoods but also truths, half-truths, and value-laden judgments—to exploit and amplify identity-driven controversies. Finally, the paper has implications for policy makers in handling the spread of disinformation on social media.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"98 1","pages":"18 - 35"},"PeriodicalIF":7.8,"publicationDate":"2022-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79209539","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Marketplaces of Misinformation: A Study of How Vaccine Misinformation Is Legitimized on Social Media","authors":"Giandomenico Di Domenico, Daniel Nunan, V. Pitardi","doi":"10.1177/07439156221103860","DOIUrl":"https://doi.org/10.1177/07439156221103860","url":null,"abstract":"Combating harmful misinformation about pharmaceuticals on social media is a growing challenge. The complexity of health information, the role of expert intermediaries in disseminating information, and the information dynamics of social media create an environment where harmful misinformation spreads rapidly. However, little is known about the origin of this misinformation. This article explores the processes through which health misinformation from online marketplaces is legitimized and spread. Specifically, across one content analysis and two experimental studies, the authors investigate the role of highly legitimized influencer content in spreading vaccine misinformation. By analyzing a data set of social media posts and the websites where this content originates, the authors identify the legitimation processes that spread and normalize discussions about vaccine hesitancy (Study 1). Study 2 shows that expert cues increase the perceived legitimacy of misinformation, particularly for individuals who generally have positive attitudes toward vaccines. Study 3 demonstrates the role of expert legitimacy in driving consumers’ sharing behavior on social media. This research addresses a gap in the understanding of how pharmaceutical misinformation originates and becomes legitimized. Given the importance of the effective communication of vaccine information, the authors present key challenges for policy makers.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"49 1","pages":"319 - 335"},"PeriodicalIF":7.8,"publicationDate":"2022-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76432102","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A “Clear and Conspicuous” Distraction: Coping with Incongruent Audiovisual Content in Direct-to-Consumer Advertisements","authors":"Jesse S. King, Christopher Yencha, Leslie Koppenhafer, R. Madrigal","doi":"10.1177/07439156221101581","DOIUrl":"https://doi.org/10.1177/07439156221101581","url":null,"abstract":"Direct-to-consumer television advertisements for pharmaceutical medications must include a major statement disclosing the drug's most important risks and side effects. However, advertisers often pair incongruent positive visual imagery with risk information presented auditorily. Incongruence violates a principle of effective communication because it distracts from information processing. Across three studies, the authors consider how audiovisual incongruity biases perceptions of an advertised drug's risks and benefits. Using moment-to-moment measurement, Study 1 reveals that the rate of change in risk perceptions increases (i.e., accelerates) immediately after the flow of positive imagery is interrupted by a scene change during the major statement, but no such effect is observed for the advertisement in its entirety. Using post hoc measures, the latter two studies support these results. Studies 2 and 3 demonstrate that auditory risk disclosures may be enhanced by replacing distracting imagery with congruent, reinforcing text (Study 2) or by educating consumers about how distracting imagery is used as a distraction tactic (Study 3). Implications for advertising theory and recommendations for policy makers are discussed.","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"106 1","pages":"353 - 367"},"PeriodicalIF":7.8,"publicationDate":"2022-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87957190","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Models That Matter: How Quantitative Marketing Research Can Impact Public Policy","authors":"K. Pauwels, V. G. Perry","doi":"10.1177/07439156221098388","DOIUrl":"https://doi.org/10.1177/07439156221098388","url":null,"abstract":"Public policy is a growing area in marketing and an area where quantitative or analytical models can make important contributions (Martin and Scott 2021). This discipline aims to increase impact by conducting responsible research and addressing important policy questions, yet we see few examples of such papers (as reviewed in this article). In the words of Scott et al. (2022), ‘the arc of scholarly knowledge positively impacting this world is long.’ Why is this the case?","PeriodicalId":51437,"journal":{"name":"Journal of Public Policy & Marketing","volume":"41 1","pages":"206 - 210"},"PeriodicalIF":7.8,"publicationDate":"2022-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74562337","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}