Randi L. Priluck, Stephen F. Pirog and Joseph Z. Wisenblit
The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product…
Abstract
Purpose
The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product category attitudes can generate responses to brands in the category through the generalization process.
Design/methodology/approach
Two experiments exposed children and young adults to mobile games featuring food products in a between-subjects treatment versus control design to examine both affective responses and belief formation toward food brands within the category.
Findings
It was found that both children and young adults favored branded food items in the product category after playing with an unbranded mobile game assembling food products. Young adults also developed specific beliefs about nonrepresented brands in the category, which were found to be stronger under high involvement. Parents and public policymakers must be vigilant in controlling access to food-related games, even when they are not commercial in nature because of the attitudes and beliefs formed in unbranded games.
Originality/value
This research demonstrates that attitudes and beliefs around food brands can be formed through unbranded game play when children and young adults generalize attitudes. Because of the emphasis on “advergames,” no studies have examined the impact of unbranded games on children and young adults through the generalization process.
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Stephen F. Pirog and Michael F. Smith
The purpose of this paper is to demonstrate Donald F. Dixon's contribution to scholarship in clarifying two parallel streams of thought on marketing's role in value creation…
Abstract
Purpose
The purpose of this paper is to demonstrate Donald F. Dixon's contribution to scholarship in clarifying two parallel streams of thought on marketing's role in value creation: value in use and value in exchange.
Design/methodology/approach
The paper presents a literary analysis of some of Dixon's work that is often overlooked, and a discussion of its relevance to the services, channels and marketing strategy literature.
Findings
Dixon's distinction between the two streams of thought (“value in use” and “value in exchange”) clarifies an important aspect of marketing's intellectual heritage that has eluded the literature on services marketing, channels and marketing strategy. The consequences of this oversight are considerable.
Originality/value
The paper focuses on an aspect of Dixon's work that is underappreciated and not widely understood.
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Joseph Z. Wisenblit, Randi Priluck and Stephen F. Pirog
This study aims to examine parental styles based on levels of nurturing and authoritarianism to determine mothers' awareness of children's media exposure, likelihood of setting…
Abstract
Purpose
This study aims to examine parental styles based on levels of nurturing and authoritarianism to determine mothers' awareness of children's media exposure, likelihood of setting media and consumption limits and communications with children about commercial messages.
Design/methodology/approach
The research design included a survey aimed at mothers of children ages four‐eight. The researchers collected demographic, behavioral and consumption information regarding the mother's youngest child.
Findings
The results suggest that nurturing mothers are more aware of advertising aimed at children and talk more to children regarding advertising and consumption than authoritarian mothers. Mothers who are nurturing and not authoritarian are more likely to yield to requests and favor more regulation than other parents.
Research limitations/implications
The research is based on a convenience sample of mothers who were willing to provide confidential personal information about their children.
Practical implications
From a marketer's perspective, nurturing mothers represent a barrier to reaching children with persuasive messages. Such mothers not only limit access, but train children to be skeptical of advertising. Marketers who deal honestly with customers will be more successful in appealing to nurturing mothers and their market‐savvy children.
Social implications
For public policy makers, distinctions in parental style can be useful in developing and promoting policy regulating food marketing practices. Nurturing mothers are more supportive of regulation than are authoritarian mothers, and efforts to promote such regulation should target nurturing mothers. The factors that influence mothers to intervene and limit children's media and consumption behavior also affect attitudes toward regulation of food‐related advertising.
Originality/value
The paper is the first to examine mothers' parental styles and attitudes toward regulation and tie together attitudes toward consumption and policy with the same sample.
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Stephen F. Pirog and Richard Lancioni
The Japanese distribution system is often accused of being inefficient and responsible for high consumer prices. Discusses some critical dimensions that make distribution appear…
Abstract
The Japanese distribution system is often accused of being inefficient and responsible for high consumer prices. Discusses some critical dimensions that make distribution appear to be less efficient in Japan than the US. An empirical study compares distribution costs at all levels of the channel in the two countries, including the costs of distributing industrial products, which are ultimately borne by the consumer. Provides evidence that cost structures are similar for the two countries. Discusses implications for distribution planners.
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Eric H. Shaw, William Lazer and Stephen F. Pirog
The purpose of this paper is to show that Wroe Alderson's contributions to marketing thought earn him recognition as the “Father of Modern Marketing.”
Abstract
Purpose
The purpose of this paper is to show that Wroe Alderson's contributions to marketing thought earn him recognition as the “Father of Modern Marketing.”
Design/methodology/approach
An extensive review of writings by and about Alderson, a thorough examination of the history of marketing thought literature, and the personal remembrances of one of the authors, are drawn upon to organize Alderson's numerous contributions to the marketing literature into a small number of categories. Such an organization is expected to provide a big picture overview of Alderson's significant impact on marketing thought.
Findings
Alderson's contributions to the marketing discipline can be organized into three broad categories, which collectively produced a tectonic shift in academic thinking about marketing: from distribution (macro) to marketing management (micro); from economics to the behavioral sciences; and from description and classification to explanation and theory building. These epic transformations have become so embedded in the marketing literature that they are now taken for granted, but they are so significant they represent a paradigm shift in marketing thought. Because of this legacy, the authors argue Wroe Alderson has earned the honorific title: “Father of Modern Marketing.”
Practical implications
This work provides an historical context to understand the origins of modern marketing thought by recognizing the most dynamic marketing thinker of the last half‐century.
Originality/value
This paper organizes the many and varied contributions of Wroe Alderson into broad categories in a context that is useful for researchers studying the history of marketing thought. The organization of Alderson's contributions also provides an historical foundation for scholars working on a general theory of marketing.
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Stephen F. Pirog, Peter A. Schneider and Danny K.K. Lam
Western marketers typically find the Japanese distribution system perplexing and difficult to penetrate. In fact, US trade negotiators have accused the Japanese government of…
Abstract
Western marketers typically find the Japanese distribution system perplexing and difficult to penetrate. In fact, US trade negotiators have accused the Japanese government of deliberately limiting the access to distribution by foreign manufacturers. The situation may have reached a boiling point when the Clinton Administration retaliated by unilaterally imposing a 100 per cent tariff on Japanese luxury cars. However, a socio‐cultural rather than a purely economic perspective is needed to understand the system if US marketers are to make successful inroads in Japan’s markets. Develops a globally generalizable framework rooted in social exchange theory that explains the structure by which distribution activities can be compared across national boundaries. Uses the framework to compare how the Japanese and US distribution systems work. Discusses implications that challenge current policies in both the public and private sectors.
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For a field approaching a critical period of reappraisal and rethinking of methods, user education is well served by secondary material. A definitive history of training in the…
Abstract
For a field approaching a critical period of reappraisal and rethinking of methods, user education is well served by secondary material. A definitive history of training in the use of the library by Bonn in 1960 has been followed by a steady flow of review articles on the subject. Tidmarsh in 1968 concentrated on instruction in the use of academic libraries. After briefly tracing the historical background in Britain and America she went on to describe developments in Britain in theory and practice following the proposals of the Library Association University and Research Section in 1949 for a three‐stage user education programme. She concluded her review with a discussion of the three main problems that were then, and to a certain extent still are, hampering the spread of user education—inadequate finance, lack of timetabled time, and indifference of academic staff. Mews reviewing developments in teaching the use of books and libraries, again with reference to British academic libraries for the period 1966–70, examined courses reported during that period paying particular attention to instruction for new students and undergraduates. Trends she noted included a move to the use of audio‐visual aids and to the appointment of information officers, bringing new opportunities for person‐to‐person enquiries. Surveying current practice in 1970 Pugh noted many difficulties faced by library instruction programmes at the time. These problems were taken up by Scrivener in a significant article describing instruction in library use as a persisting problem. ‘The welter of writing shows clearly the extent of interest in the subject and equally clearly that it is a problem (or complex of problems) to which no generally accepted solutions have been found.’ In America the approaches to teaching library skills to college students have been studied by Dudley, a study which included descriptions of two accredited courses at the Berkeley and Los Angeles campuses of the University of California. More recently Givens after discussing the history of the role of the library in user education studied the educational developments of the ‘sixties and the libraries’ response. He discussed the componsnets of a user education programme and the rethinking and reorganization that would be required to achieve that programme.
Details a cross‐cultural study to expose the extent to which public concern regulates sexual‐eroticism and withdraws it from public attention; identifies a propensity towards the…
Abstract
Details a cross‐cultural study to expose the extent to which public concern regulates sexual‐eroticism and withdraws it from public attention; identifies a propensity towards the ideal of sexual constraint within US society, reflected by a high degree of regulation and criminalization of sexuality ‐ ranging from strict policies on sexual‐harassment to the restriction of explicit images, even for sex education purposes. Compares with the more liberal attitudes exhibited in Germany. Develops an empirical model to establish cultural differences in attitudes to sexual issues; confirms that Germans are less likely to stigmatize sexual eroticism than their American contemporaries. Concludes that Germans exhibit emotions that typify sexual emancipation, compared with the sexually constrained emotions of Americans; suggests a link between the repression of sexual emotions and violence in society.
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Stephen Graham Saunders and V. Dao Truong
The purpose of this paper is to explore the dynamic nature of behaviour change over time and to gain insights into the effectiveness of social marketing efforts at three different…
Abstract
Purpose
The purpose of this paper is to explore the dynamic nature of behaviour change over time and to gain insights into the effectiveness of social marketing efforts at three different intervention points under three different delay time conditions.
Design/methodology/approach
A system dynamics simulation modelling approach was used.
Findings
The findings showed that the effectiveness of social marketing interventions at different points of intervention and delay times is dependent on complex dynamic system interactions and feedback loops.
Research limitations/implications
As the dynamic simulation model was an abstraction or simplified representation, it was only useful to gain insights into generalised patterns of behaviour over time.
Practical implications
The paper provided practical guidance to social marketers’ intent on gaining insights into “where to do” and “when to do” social marketing rather than “how to do” social marketing.
Originality/value
The paper provided theoretical and practical insights into the temporal nature of behaviour change and the effectiveness of social marketing interventions in influencing behaviour over time.