鼓励负责任营销行动的改革导向模式

IF 3.7 4区 管理学 Q2 BUSINESS
Angeline Close Scheinbaum, Laurel Steinfield, Mike Giebelhausen, Susan Dobscha
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引用次数: 0

摘要

这组研究探讨了市场营销中一个及时、重要但却经常被忽视的组成部分--鼓励市场营销人员以对社会公正和负责任的态度改进决策。我们以道德、可持续发展、社会正义和社会营销教学法为基础,将变革学习理论与利益相关者认知相结合,提供了一个解释营销人员如何发展变革导向的模型。通过五项研究(包括三项为期一学期的实地实验、一项关于 "黑人生命事务 "谷歌搜索的自然实验/事件研究和一项实验室实验),我们提出了引人入胜的实证证据,证明市场参与者可以改变自己的取向,变得更加负责和公正。该模型认识到了在市场营销中使用平衡参考框架的重要性,以及元认知激活和视角收集是如何起到中介作用的。本文提供了初步的实证证据,证明市场营销材料的展示方式可以提高转变的程度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A Transformative Orientation Model for Encouraging Responsible Marketing Actions
This set of studies tackles a timely, important, yet often overlooked component of marketing—encouraging marketing actors to engage in a socially just and responsible orientation to improve decision-making. We build on ethical, sustainable, social justice, and social marketing pedagogy by combining transformative learning theories with stakeholder recognition to provide a model that explains how marketers can develop a transformative orientation. With five studies, including three semester-long field experiments, one natural experiment/event study on Black Lives Matter Google searches, and a lab experiment, we present captivating empirical evidence that market actors can change their orientation to be more responsible and just. The model recognizes the importance of using a balanced frame of reference for marketing, and how this is mediated by metacognition activation and perspective gathering. This paper provides initial empirical evidence demonstrating how the way marketing materials are presented can improve the degree of transformation.
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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