Translating Anthropological Consumption Theories into Humanistic Marketing Practices

Published on Jan 1, 2014in Social Science Research Network
· DOI :10.1057/9781137353290_12
Ahir Gopaldas7
Estimated H-index: 7
Sources
Abstract
Marketing has many uses. In the business-to-business sector, firms use marketing to attract other firms as clients. In the government sector, agencies use marketing to serve marginalized stakeholders. In the non-profit sector, advocates use marketing to promote social causes. However, the most ardent, creative, and visible users of marketing are for-profit corporations in the business-to-consumer sector (e.g., Nestle, PepsiCo, P&G, Unilever, and Walmart). The extensive use of marketing in this sector to generate quick profits, without concern for long-term consumer welfare, has sullied the profession’s reputation.
📖 Papers frequently viewed together
3 Citations
1996
1 Author (Richard Varey)
1997
1 Author (Michael Dolenko)
1 Citations
References112
Newest
#1Kimberlé Williams Crenshaw (U of C: University of Chicago)H-Index: 18
5,735 CitationsSource
#1John D. Hogan (St. John's University)H-Index: 7
#2Gary Brucato (North Shore-LIJ Health System)H-Index: 2
Abraham H. Maslow was a principal founder of the American School of Humanistic Psychology. His publication describing a theory of motivation with its depiction of a hierarchy of needs became one of his most widelycited contributions and is known in many areas outside of psychology. Although the influence of the humanistic school has waned somewhat in recent years, Maslow's influence is still felt in the contemporary positive psychology movement. Keywords: humanistic psychology; hierarchy of need...
57 CitationsSource
#1Abraham H. MaslowH-Index: 51
11.6k Citations
426 Citations
#1Yvonne Costin (UL: University of Limerick)H-Index: 5
4 CitationsSource
#1Vladas GriskeviciusH-Index: 54
#2Michelle N. Shiota (ASU: Arizona State University)H-Index: 23
Last. Stephen M. Nowlis (ASU: Arizona State University)H-Index: 25
view all 3 authors...
We present an evolutionary framework for examining the influence of different positive emotions on cognition and behavior. Testing this framework, we investigate how two positive emotions-pride and contentment-influence product desirability. Three experiments show that different positive emotions (compared with a neutral control condition) have specific effects on judgment that are consistent with the proposed underlying evolved function of each positive emotion. As predicted by the framework, t...
145 CitationsSource
#1Shalini BahlH-Index: 8
#2George R. Milne (UMass: University of Massachusetts Amherst)H-Index: 40
This article introduces the dialogical nature of self to study consumers' inner dialogs in order to understand consumers' marketplace decisions and conflicts. The authors explore the meaning of consumption at multiple self levels and dialogical relationships to manage differences. The study uses mixed methods including in-depth interviews, multidimensional scaling, cluster analysis, and metaphors to distill important voices in their informants. They find that the consumption stories vary across ...
59 CitationsSource
#1Amber M. Epp (UW: University of Wisconsin-Madison)H-Index: 9
#2Linda L. PriceH-Index: 42
Our study contributes to understanding the role of material culture in families. Findings from a longitudinal case study extend Kopytoff’s theory of singularization by explaining what occurs between the singularization of a focal object and its recommodification. We uncover processes that move an already singularized object in and out of a network of practices, objects, and spaces; identify forces that constrain and empower a singularized object’s agency within that network; and demonstrate netw...
187 CitationsSource
#1Rohit Varman (IIM-C: Indian Institute of Management Calcutta)H-Index: 17
#2Russell W. BelkH-Index: 90
In this research we examine the role of the nationalist ideology of swadeshi in a contemporary anticonsumption movement and show that its deployment is linked to the experiences of colonialism, modernity, and globalization in India. Specifically, we offer a postcolonial understanding of reflexivity and nationalism in an anticonsumption movement opposing Coca-Cola in India. This helps us offer an interpretation of this consumer movement involving spatial politics, temporal heterogeneity, appropri...
157 CitationsSource
#1Hope Jensen Schau (UA: University of Arizona)H-Index: 21
#2Albert M. Muñiz (DePaul University)H-Index: 11
Last. Eric J. Arnould (UW: University of Wyoming)H-Index: 52
view all 3 authors...
Abstract Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an “anatomy” consisting of (1) general procedural understandings and rules (explicit, discursive knowledge);...
1,583 CitationsSource
Cited By1
Newest
#1So Young Song (UT: University of Tennessee)H-Index: 4
#2Youn-Kyung Kim (UT: University of Tennessee)H-Index: 32
Drawing upon the theory of virtue ethics, this study builds a decision tree predictive model to explore the anticipated impact of good traits (i.e., virtuous and personality traits) on socially responsible consumption. Using R statistical software, we generate a classification tree and cross-validate the model on two independent datasets. The results indicate that the virtuous traits of self-efficacy, courage, and self-control, as well as the personality traits of openness and conscientiousness,...
24 CitationsSource