Joshua D. Newton, Fiona J. Newton, Tahir Turk and Michael T. Ewing
The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading…
Abstract
Purpose
The ethicality of using audience segmentation in social marketing contexts has typically been framed within either a consequentialist or non-consequentialist perspective, leading to a hitherto intractable debate. This paper seeks to shed new light on this debate using two alternative ethical frameworks: the theory of just health care (TJHC) and integrative social contracts theory (ISCT).
Design/methodology/approach
The paper uses cross-sectional survey data from a Kenyan social marketing campaign that aimed to increase awareness and support for the use of anti-retroviral therapy (ART), a class of drugs that inhibit the development of HIV.
Findings
Application of the TJHC and ISCT to the Kenyan social marketing campaign revealed the use of audience segmentation to be ethically justified. Moreover, the TJHC provided a useful framework for guiding decisions about the selection of target audience(s) in health-related contexts.
Practical implications
In situations where there are known asymmetries in exposure to mass media channels, adopting a non-segmented mass-media approach may unintentionally entrench pre-existing disparities in health knowledge.
Originality/value
The application of the TJHC and ISCT to health-related social marketing contexts offers a means of resolving the longstanding debate about the ethicality of audience segmentation. The ethical principles underpinning the TJHC also provide a decision-making framework to guide discussions about whether audience segmentation should be based on cost-effectiveness (consequentialism) or need (non-consequentialism). This is particularly relevant in social marketing settings, where the resources available for conducting campaigns are often limited and segmentation decisions about the groups that are targeted or excluded can have important health-related implications.
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Joshua D. Newton, Fiona J. Newton, Thomas Salzberger and Michael T. Ewing
Multiple environmental behaviors will need to be adopted if climate change is to be addressed, yet current environmental decision-making models explain the adoption of single…
Abstract
Purpose
Multiple environmental behaviors will need to be adopted if climate change is to be addressed, yet current environmental decision-making models explain the adoption of single behaviors only. The purpose of this paper is to address this issue by developing and evaluating a decision-making model that explains the co-adoption, or coaction, of multiple environmental behaviors.
Design/methodology/approach
To test its cross-national utility, the model was assessed separately among online survey panel respondents from three countries: Australia (n=502), the UK (n=500), and the USA (n=501). In total, three environmental behaviors were examined: sourcing electricity from a green energy provider, purchasing green products, and public transport use. For each behavioral pair, participants were grouped according to whether they had enacted coaction (performed both behaviors), some action (performed either behavior), or no action (performed neither behavior).
Findings
Irrespective of national sample and behavioral pair, those who engaged in coaction perceived greater personal benefits from reducing their CO2 emissions than those who enacted some action or no action. Moreover, perceived consumer effectiveness was typically greater among coaction participants than those in the no action group. Finally, perceived consumer effectiveness did not differ among those who had enacted coaction or some action.
Originality/value
The current findings suggest that personal benefits and perceived consumer effectiveness are important motivational antecedents for the decision to engage in environmental coaction. International commercial or social marketing campaigns aimed at encouraging the adoption of multiple environmental behaviors should therefore seek to leverage these motivational factors.
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Stephen Carbone, Gordon Arthur Walker, Susan Burney and Fiona Newton
Testicular cancer affects approximately 550 men in Australia each year. Early intervention, with the potential to reduce the burden of this serious disease, requires a strong…
Abstract
Testicular cancer affects approximately 550 men in Australia each year. Early intervention, with the potential to reduce the burden of this serious disease, requires a strong understanding of the factors that influence help‐seeking. In the current qualitative retrospective study, the symptom‐recognition and help‐seeking experiences of 11 men aged between 28‐44 years who had undergone treatment for testicular cancer were examined. Analysis of the semistructured telephone interview data indicated that most men sought help early, and were treated promptly. A few men, however, described prolonged help‐seeking delays. The factors implicated in help‐seeking delays included lack of knowledge about testicular cancer; initial misattribution of symptoms; slowly progressing or low‐severity symptoms; a busy lifestyle; embarrassment about having a genital examination; and a fear of orchidectomy and its potential threat to masculinity. Further research using quantitative methodology is required to determine the relative importance of these various factors on help‐seeking delays.
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Davide Christian Orazi and Fiona Joy Newton
Effective communication of information is central to integrated care systems (ICS), particularly between providers and care-consumers. Drawing on communication theory, this paper…
Abstract
Purpose
Effective communication of information is central to integrated care systems (ICS), particularly between providers and care-consumers. Drawing on communication theory, this paper aims to investigate whether and why source effects increase positive evaluations of health-related messages among care-consumers.
Design/methodology/approach
A preliminary online survey (N = 525) establishes the discriminant validity of the measures used in the main experimental study. The main study (N = 116) examines whether identical messages disclosed to be created by different sources (i.e. institutional, care-consumer, collaborative) lead to different message evaluations, and whether source credibility and similarity, and message authenticity, explain this process.
Findings
In comparison to any other source, messages disclosed to be co-created are evaluated more positively by care-consumers. This effect occurs through a parallel serial mediation carried over by perceptions of source credibility and source similarity (parallel, first serial-level mediators) and message authenticity (second serial-level mediator).
Practical implications
The findings offer guidelines for leveraging source effects in ICS communication strategies, signaling how collaborative message sources increase the favorableness of health message evaluations.
Originality/value
This research demonstrates the efficacy of drawing on marketing communication theory to build ICS communication capacity by showing how re-configuring the declared source of informational content can increase positive evaluations of health-related messages. In so doing, this research extends existing literature on message authenticity by demonstrating its key underlying role in affecting message evaluations.
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Joy Parkinson, Chris Dubelaar, Julia Carins, Stephen Holden, Fiona Newton and Melanie Pescud
The purpose of this paper is to focus on food consumption as part of the wicked problem of obesity. Specifically, the authors seek to explore the complex interplay between…
Abstract
Purpose
The purpose of this paper is to focus on food consumption as part of the wicked problem of obesity. Specifically, the authors seek to explore the complex interplay between stakeholders such as food producers, marketers, health and medical practitioners and policymakers and their influence on the ways in which individuals consume food and also chart a course forward using a systems approach, social marketing techniques and social enterprise to develop solutions to effect change.
Design/methodology/approach
This is a conceptual paper that proposes the food system compass to understand the complex interplay between stakeholders.
Findings
This new tool will provide social marketers with an improved understanding of the complexity of interactions between stakeholders and outcomes and integrating the necessity for coordination within and across micro, meso, exo and macro levels of the system as well as across sectors, institutions and stakeholders.
Research limitations/implications
This is a conceptual paper and proposes the food system compass which offers a foundation for future research to expand upon.
Originality/value
This paper seeks to advance the theoretical base of social marketing by providing new insights into the trans-disciplinary and dynamic circumstances surrounding food consumption and obesity and highlights leverage points where joint actions can be facilitated with actors across and between micro, meso, exo and macro levels.
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Joshua D. Newton, Jimmy Wong and Fiona Joy Newton
While the potential benefits of integrating humour into advertisements are widely understood, the reasons why these effects emerge are not. Drawing on literature about the impact…
Abstract
Purpose
While the potential benefits of integrating humour into advertisements are widely understood, the reasons why these effects emerge are not. Drawing on literature about the impact of psychological feelings of power, this research aims to examine how power motivation interacts with the presence of disparaging humour in ads to influence ad-related outcomes.
Design/methodology/approach
Following the measurement (Study 1) or manipulation (Study 2) of power motivation, participants viewed an ad featuring either disparaging humour or one of the following alternatives: no humour (Study 1) or non-disparaging humour (Study 2). Sense of superiority, brand attitude, ad claim recall and the perceived humorousness of the ad were then assessed.
Findings
Featuring disparaging humour in an ad increased participants’ sense of superiority, but only among those with high power motivation. Among such participants, this heightened sense of superiority increased the perceived humorousness of the disparaging humour (Studies 1 and 2), induced more favourable attitudes towards the brand featured in the ad (Studies 1 and 2) and enhanced ad claim recall (Study 2). These effects did not, however, extend to ads featuring non-disparaging humour (Study 2), indicating that it was the presence of disparaging humour, and not humour per se, that was responsible for these effects.
Originality/value
These findings break open the “black box” of humour by identifying why consumers perceive disparaging humorous content to be funny, when this effect will occur and what impact this will have on advertising-related outcomes.
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The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities…
Abstract
The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.
Investigates the differences in protocols between arbitral tribunals and courts, with particular emphasis on US, Greek and English law. Gives examples of each country and its way…
Abstract
Investigates the differences in protocols between arbitral tribunals and courts, with particular emphasis on US, Greek and English law. Gives examples of each country and its way of using the law in specific circumstances, and shows the variations therein. Sums up that arbitration is much the better way to gok as it avoids delays and expenses, plus the vexation/frustration of normal litigation. Concludes that the US and Greek constitutions and common law tradition in England appear to allow involved parties to choose their own judge, who can thus be an arbitrator. Discusses e‐commerce and speculates on this for the future.
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David Pick, Stephen T.T. Teo, Lars Tummers and Cameron Newton
Looks at the 2000 Employment Research Unit Annual Conference held at the University of Cardiff in Wales on 6/7 September 2000. Spotlights the 76 or so presentations within and…
Abstract
Looks at the 2000 Employment Research Unit Annual Conference held at the University of Cardiff in Wales on 6/7 September 2000. Spotlights the 76 or so presentations within and shows that these are in many, differing, areas across management research from: retail finance; precarious jobs and decisions; methodological lessons from feminism; call centre experience and disability discrimination. These and all points east and west are covered and laid out in a simple, abstract style, including, where applicable, references, endnotes and bibliography in an easy‐to‐follow manner. Summarizes each paper and also gives conclusions where needed, in a comfortable modern format.