History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods.
Labroo Every day, consumers make a myriad of decisions that have the ability to affect the greater good, which we define as the collective well-being of the broader social group. Given their broad communal consequences, such decisions are of great interest to a variety of constituencies, including policy makers, non-profits, communities, and marketers, as well as individuals.
Accordingly, theory-driven inquiry into the antecedents and consequences of consumer behaviors that serve the greater good offers great theoretical and practical value.
Consumer psychology over the past decades has made substantive contributions to the understanding of consumer behavior; however, research truly motivated by impacting greater good has remained limited.
To be clear, there is a difference between research motivated by the greater good versus research that is relevant to the greater good. In the former, the genesis of the research is a problem motivated by greater good; in the latter, greater good is referenced as possible loosely-related implication drawn from a broader inquiry.
The research could propose novel theories of how to promote greater good, question whether outcomes stereotypically thought of as generating greater good indeed serve the greater good, or even propose downstream problems that a quest for greater good might create.
Applications of existing consumer decision making theories to promote the greater good are welcome, but only as long as a greater good problem is central to the paper and the application is consequential. Some potential not binding areas of investigation include: Contributing to the Greater Good by Helping the Self: Promoting personal saving behavior, which reduces the cost of social support Promoting personal health and mental well-being, which reduces the cost of social isolation and loneliness Promoting personal empowerment, which benefits the larger collective e.
Increasing compliance with contributions to shared resources e. All submissions are encouraged to provide complete methodological and other details in accompanying web appendices.
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Add citations directly into your paper, Check for unintentional plagiarism and check for writing mistakes. CALL FOR PAPERS Conference of the African Association of International Law Libreville, Gabon 29 – 31 August Deadline for submissions of abstracts: 15 March MRIA Announces Members of the Calgary Elections Polling Review Panel.
The Marketing Research and Intelligence Association announced today that the following independent experts will lead a panel to review underperforming and conflicting election polling results published during the municipal elections in Calgary (fall ).
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Click Go. Your browser will take you to a Web page (URL) associated with that DOI name. Send questions or comments to doi. Issue Editors: Robert V. Kozinets, Andrew Gershoff, and Tiffany White Call for Papers | Journal of the Association for Consumer Research | Volume 5, Issue 2.
We are living through a strange time of alternative facts—in politics, in the marketplace, and even in our own research backyard. Her work has appeared in the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, and the Journal of Product Innovation Management and has been covered by NPR, Fast Company, Inc.
Magazine, and Psychology Today.