Mark S. Rosenbaum and German Contreras Ramírez
This paper aims to develop a conceptual framework that clarifies the social supportive role of cancer resource center services in the lives of men with cancer and its impact on…
Abstract
Purpose
This paper aims to develop a conceptual framework that clarifies the social supportive role of cancer resource center services in the lives of men with cancer and its impact on their perceived quality of life.
Design/methodology/approach
Personal reflections.
Findings
The authors put forth a conceptual framework which shows that men with cancer may perceive the availability of four types of social support from others present in a cancer resource center. The perceived availability of social support is posited to enhance their perceptions of their quality of life.
Research limitations/implications
The study yields propositions that may be empirically tested by services and health researchers in future studies. In addition, the research findings may not extend to terminally ill male cancer patients.
Practical implications
Given the health benefits associated with social support, health-care professionals, social workers and cancer center directors should encourage their male cancer patients to participate in cancer resource programing and activities.
Social implications
Cancer resource centers offer male cancer patients opportunities to enhance their quality of life beyond the use of pharmaceutical drugs or professional medical treatment. The health benefits may lower costs associated with medical expenses.
Originality/value
This study contributes to an emerging paradigm in services marketing. It is one of the first papers to focus on the socially supportive role that cancer resource center services may assume in the lives of men with cancer and those surviving the disease.
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Mark Scott Rosenbaum, Jill Jensen and Germán Contreras-Ramírez
This study aims to explore innate and sociocultural forces that lead gay men to purchase invasive and non-invasive cosmetic medical treatments.
Abstract
Purpose
This study aims to explore innate and sociocultural forces that lead gay men to purchase invasive and non-invasive cosmetic medical treatments.
Design/methodology/approach
This work draws on a literature review and personal reflections to identify and interpret patterns and themes on drivers that encourage gay men to use cosmetic medical treatments.
Findings
In line with evolutionary theory, the authors suggest that the male proclivity to evaluate a partner’s sexual desirability on the basis of physical appearance and youth remains consistent among gay men. They also posit that sociocultural norms, such as media imagery, portray gay men as physically attractive and youthful. Among gay men, homonormative ideals that define attractiveness fall on a continuum ranging from hyper-masculinity to hypo-masculinity, with each end encouraging gay men to accept different beauty standards.
Research limitations/implications
To date, service researchers have mostly overlooked the role of evolution in consumers’ propensity to purchase professional services. This study sets the foundation for researchers to consider both instinctual and sociocultural norms that encourage consumers to purchase not only cosmetic medical treatments but also professional services in general.
Practical implications
Gay men represent a prime target market for cosmetic medical treatment providers, as their desire for physical attractiveness and youth remains constant as they age.
Originality/value
This study offers novel insights into gay male consumption of cosmetic medical treatments and services from theoretical and practical perspectives.
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Mark Scott Rosenbaum, Rebekah Russell-Bennett and Germán Contreras-Ramírez
This editorial aims to identify new research priorities in the service marketplace that are emerging because of consumer and organizational trends in the shadow of the global…
Abstract
Purpose
This editorial aims to identify new research priorities in the service marketplace that are emerging because of consumer and organizational trends in the shadow of the global pandemic.
Design/methodology/approach
A conceptual approach is used that draws on observations from practitioners to synthesize changes in consumer values, motivations and behaviors as they pertain to service consumption, design and delivery. This editorial draws on current trends and recent service research to discuss the current state of the marketplace and to uncover areas in which research voids exist.
Findings
This editorial offers ten research priorities for service researchers. These research priorities are supply chain and staffing shortages; sustainable services, older consumers embrace digital technologies; digital financial services; consumer pursuit of personal and spiritual awareness; participating in virtual communities, networks and worlds; affinity for peer-to-peer commerce; transformative places; seeking self-love services, and social distance concerns.
Research limitations/implications
Academicians are provided with a series of research priorities that are interesting, timely and relevant for the new service marketplace.
Practical implications
Service academicians are encouraged to pursue empirical and descriptive investigations in-line with the priorities developed in this editorial. These research priorities are relevant, timely and interesting.
Originality/value
This work presents scholars with a historical overview of trends in service research. The challenges posed by the pandemic represent the beginning of a new era in service research thought and practice as many previously held theories and understandings of consumers’ marketplace behaviors have permanently changed due to behavioral changes that transpired during governmental mandated lockdowns.
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Mark S. Rosenbaum, Mauricio Losada-Otalora and Germán Contreras-Ramirez
The purpose of this paper is to explore black market retailing, with a focus on Colombia’s San Andresitos.
Abstract
Purpose
The purpose of this paper is to explore black market retailing, with a focus on Colombia’s San Andresitos.
Design/methodology/approach
The authors use grounded theory methodology to develop a theoretical framework that explains how consumers rationalize their acceptance, rejection, or tolerance of black market retailing. The authors obtained qualitative data based on reader responses to newspaper articles on San Andresitos and used the responses as qualitative data in comparative analysis to derive a “strategy family” theoretical framework.
Findings
The framework advances rationalization techniques that consumers employ to accept, reject, or tolerate the San Andresitos.
Research limitations/implications
Colombians are divided on the legality of the San Andresitos. Although half the informants note the wrongfulness of the San Andresitos, the other half offer reasons to accept or tolerate them.
Practical implications
Legitimate (i.e. lawful) retailers operating in Colombia, or planning to enter, need to realize that local and national government officials support the San Andresitos. Colombia’s legitimate retailers must co-exist with the black market and dissuade consumers from patronizing unauthorized vendors or purchasing illicit goods.
Social implications
Colombia’s acceptance of its black markets results in consumers inadvertently supporting crime, terrorism, and even bodily harm via the San Andresitos. However, the San Andresitos enable lower-income consumers to gain access to otherwise unattainable merchandise and provide employment through lower-skilled labor.
Originality/value
This paper is one of the first to explore black markets. From a transformative service research perspective, this research reveals how consumers, retailers, and government officials participate in Colombia’s black market, and how their activities serve to harm consumer well-being.
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Mark Scott Rosenbaum, Rebekah Russell-Bennett and Germán Contreras-Ramírez
This editorial aims to discuss 11 trends that are driving changes in business education, especially for Master of Business Administration (MBA) curriculum programming.
Abstract
Purpose
This editorial aims to discuss 11 trends that are driving changes in business education, especially for Master of Business Administration (MBA) curriculum programming.
Design/methodology/approach
The editorial provides introspection, personal reflections and conceptualization using current literature.
Findings
The authors discuss 11 drivers that are influencing graduate business education. These drivers include the demographic cliff, the K-shaped recovery, MBA degrees losing their allure, emergence of two pricing structures, the rise of online universities, certificates and micro-credentials, the massive open online course (MOOC) MBA programs, MOOCs and certification, Grow with Google, Outsourcing MBA instruction and business education relevancy.
Research limitations/implications
Traditional university and college graduate business education providers must realize that the educational industry is experiencing a revolutionary disruption and that many universities will fail to meet learners’ expectations for relevant skills and organizational demands for employees who have specific skills for employability.
Practical implications
Learners will no longer rely on traditional four-year universities to obtain business skills.
Originality/value
This work synthesizes a disparate set of drivers that are affecting all graduate business educational providers.
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Mark Scott Rosenbaum, Mauricio Losada Otalora and Germán Contreras Ramírez
The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s experiential offerings, including entertainment and activities, do not necessarily…
Abstract
Purpose
The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s experiential offerings, including entertainment and activities, do not necessarily exhibit more favorable attitudes or behaviors toward the mall than mall shoppers who do not participate in these offerings.
Design/methodology/approach
This study employs survey methodology from a sample collected in an expansive regional mall that offers customers experiential activities.
Findings
The findings show that mall shoppers who partake in mall-based activities are less satisfied, are less likely to spread positive word of mouth, and have lesser desire to return to the mall than shoppers who do not partake in these activities. The findings also reveal that mall expenditures are the same between shoppers who partake in mall activities and those who do not.
Research limitations/implications
Researchers have argued that malls can compete with digital retailers by offering shoppers experiential activities. Although segments of shoppers partake in these activities, this study finds that experiential investments do not result in significant favorable shopper outcomes.
Practical implications
Mall developers that implement experiential offerings as a means to combat competition from digital retailers may not attain managerially relevant results from doing so.
Originality/value
Although retailing academics and consultants espouse the idea that retailers can obtain financial benefits by creating memorable experiences for shoppers, this research offers empirical evidence that counters these speculations. In the case of enclosed malls, investments in experiential features and activities may not lead to improved shopper attitudes, behaviors, or sales.
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Mark Scott Rosenbaum, Germán Contreras Ramírez, Karen Edwards, Jiyeon Kim, Jeffery M. Campbell and Marianne C. Bickle
This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next phase” of…
Abstract
Purpose
This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next phase” of digitization will entail the employment of digitization technology to offer consumers personalized product offerings and recommendations based on their internal biomarkers.
Design/methodology/approach
The authors draw on past investigations into digitization and their retailing experience to speculate on how the next phase of digitization will affect both consumer goods manufacturers and retailers.
Findings
The next phase of digitization will entail the use of nutrigenomics (DNA sequencing), exhaled breath analysis, fitness tracker devices, sensory patches, radio frequency identification tags and quantum ID tags to create customized and recommend products, and support product-to-customer communication regarding authenticity.
Research limitations/implications
Consumers will increasingly rely on technology to inform them of their bodily needs and to receive personalized solutions to help satisfy those needs. Consumer behavior theories must be reconsidered because consumers will become more passive participants in retail consumption as they rely on technology for need-recognition and product-fulfillment.
Social implications
Digitization technologies that use consumers’ biomarkers for new product creation or product recommendation raise new risks and uncertainty. For example, the legal implications of an incorrect product recommendation based on customer biomarkers are unknown. Furthermore, retailers would need to maintain data privacy of biomarker data and be responsible for data breaches.
Originality/value
The research explores how digitization will affect consumers’ in-store experiences with consumer goods products.
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Mark Scott Rosenbaum and German Contreras Ramirez
This paper aims to explore consumers’ cognitive responses to the presence of other people in a planned lifestyle center. The featured lifestyle center contains shopping, lodging…
Abstract
Purpose
This paper aims to explore consumers’ cognitive responses to the presence of other people in a planned lifestyle center. The featured lifestyle center contains shopping, lodging, dining and retail options in an open-air setting full of natural elements. This work helps explain the affinity of consumers to lifestyle centers and shows marketing researchers and practitioners how to use neuroscience hardware and software in service design research.
Design/methodology/approach
The study draws on social impact theory to show how the social presence of others in a lifestyle center influences six different cognitive responses. The authors evaluate consumers’ cognitive responses by using the Emotiv EPOC+ headset to obtain electroencephalogram recordings. To interpret these recordings, they use EmotivPro software, which provides readings on six emotional states, including excitement, interest, stress, engagement, attention and relaxation.
Findings
The data obtained from mall shoppers reveal that the presence of other people in a lifestyle center evokes high levels of interest and excitement and encourages relaxation.
Research limitations/implications
The paper shows marketers how to use neural data to obtain insights into consumers’ cognitive responses to stimuli by using Emotiv headsets and software.
Practical implications
The results show the importance of social elements in encouraging customers to approach and spend time in lifestyle centers.
Originality/value
The paper is one of the first to explore consumers’ responses to strangers in shared settings using neuroscience.
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Martin Wetzels, Ruud Wetzels and Dhruv Grewal
Science fiction analogies have been shown to be an effective vehicle for disseminating scientific knowledge and building a better understanding of scientific principles. Toward…
Abstract
Purpose
Science fiction analogies have been shown to be an effective vehicle for disseminating scientific knowledge and building a better understanding of scientific principles. Toward this end, this study aims to use the Star Trek universe as a lens in an effort to remove barriers to understanding the science of service research.
Design/methodology/approach
This study synthesizes research on using science fiction narratives in sparking dialogue within and beyond scientific communities, draws parallels between the Star Trek universe and the service research domain and uses these insights to identify pertinent ways forward.
Findings
In the service research domain, science fiction analogies and dramaturgical metaphors can challenge researchers to reflect beyond the domain’s traditional boundaries. In fact, the Star Trek universe lends itself as visionary backdrop to assess leadership principles, understand the evolution of scientific paradigms and inspire future service research.
Originality/value
This article contributes to the service research literature by introducing the notion of drawing on science fiction analogies to facilitate key dialogues in a scientific context and demonstrates how such analogies can be used to provide guidance in moving the service research discipline forward.
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This commentary aims to identify the myopic drift of the marketing discipline and to opine on the areas in which the leadership of service scholars is needed. The authors identify…
Abstract
Purpose
This commentary aims to identify the myopic drift of the marketing discipline and to opine on the areas in which the leadership of service scholars is needed. The authors identify specific areas where the input of service scholars is needed to enable the discipline to better contribute to users, providers, and society. For example, the growing gap between marketing scholarship and practical business needs is acknowledged, emphasizing the unique position of service scholars to bridge this divide. While consumer well-being is crucial, the exclusive focus on behavioral science is critiqued. Marketing’s roots are deeply connected to economics, shaping consumer choices, and service scholars can help revive marketing’s essence.
Design/methodology/approach
Personal reflections and historical literature assessment.
Findings
The services discipline is caught in the general myopic behavioral drift of the marketing discipline. However, they are well positioned to reverse the trend by seeking leadership in PhD programs, journal editorships and review boards, faculty recruiting, hiring and promotion, and by continuing its engagement with industry professionals.
Research limitations/implications
The authors suggest extensive goals for service scholars. To accomplish these goals, it will be necessary to challenge the increasing behavioral drift of the majority of existing scholars in the discipline.
Originality/value
This work is original and controversial. It is meant to inspire discussion and focus attention on the problems inherent in the increasingly myopic behavioral orientation of the members of the discipline’s academic community.