This study provides a review of religion-related research published in the Journal of Macromarketing (JMK) from 1981 to 2014. A systematic review of the journal identifies 19 key articles at the intersection of religion and macromarketing. Both quantitative and qualitative approaches are utilized to review this body of work in terms of frequency, content, methodology, and authorship. Results reveal four categories of religion-related research in JMK: 1) the impact of religion on macromarketing issues, 2) the impact of macromarketing issues on religion, 3) religion as a theoretical perspective, and 4) religious groups/individuals as a research context. Opportunities for future research on macromarketing and religion are discussed.The Journal of Macromarketing (JMK) has a long, rich tradition of publishing research that "examines important social issues, how they are affected by marketing, and how society influences the conduct of marketing," according to its stated mission. Religion constitutes one of the world's most important social issues, unique in its cognitive, emotional, motivational, and behavioral aspects. Since its inception in 1981, JMK has supported the inclusion and consideration of religion in understanding the macromarketing landscape. The purpose of this paper is twofold. First, we aim to gain insight into and appreciation of how Journal of Macromarketing has shaped to our understanding of macromarketing and religion. Second, the review reveals areas in which scholarship is lacking at the intersection of macromarketing and religion. Following in the path of Jones and Shaw (2006), this literature review focuses specifically on JMK, examining 34 years of religion-related research in the journal in an effort to contextualize the contributions made in this current special issue on Religion and Macromarketing.Religion provides a unique theoretical and substantive perspective in the field of macromarketing. Religion and the market have been indelibly linked throughout history: in the agoras of Plato's Republic and the quest for the 'good life'; in the Holy Bible's pro-trade commandment of "thou shall not steal"; in the modern debate regarding 'religious freedom' for 21 st century corporations. As Mittelstaedt (2002) states, "religion affects (1) what we trade, (2) how we trade, and (3) when and where trade occurs" (p. 7). Around the world, market systems are reciprocally shaped by the religion. Religion-related holidays can promote consumption (e.g., shopping for Christmas gifts) or restrict consumption (e.g., fasting during Yom Kippur). Religion-related values can drive advertising imagery and market regulations (e.g., alcohol advertisements banned in Saudi Arabia). Religion-related norms can predict product viability in a market (e.g., beef and pork are not offered at McDonald's in India). Religions themselves have become increasingly commercialized in the modern marketplace with the increasingly popularity of religion-related spokespersons (e.g., Christian televangelist Joel Osteen) and the marketing ...
When a gifting relationship is disrupted by death, why might a living consumer continue to invest in it? Consumer spending on deceased loved ones does not end with the funeral. Given the embodying power of a physical gravesite, this article examines the practice of gift giving to the deceased in the context of American cemeteries. We employ a longitudinal approach, in which 180 cemetery gravesites were photographed. The photographic data are coupled with a netnography of grief and bereavement communities. Findings support a restorative perspective of gift exchange. Bereaved consumers utilize restorative giving as a mechanism to cope with loss and maintain relationships with deceased loved ones. We outline five categories of gifts given to the deceased and present a framework of restorative giving practices. Implications are discussed in terms of identity development, symbolic communication, and reciprocity in gift giving, as deceased consumers continue to be recipients of tangible goods.
Objectives: Meaningful patient engagement (PE) in medicines development requires all stakeholders have a common purpose and vision, and a clear understanding of respective expectations. As phase one of a research project, a qualitative survey was undertaken to understand expectations from stakeholders. MethOds: The survey explored four key themes from the perspective of each stakeholder group: meaning, views, expectations and priorities for PE. Participants were grouped into 7 broad categories: policymakers/regulators; healthcare professionals (HCPs); research funders; payers/purchasers/HTA; patients/patient representatives; pharmaceutical/life sciences industry; academic researchers. Results: 59 interviews were conducted: patients, n= 10; HCPs, n= 7; policy, n= 8; payers, n= 6; industry, n= 13; researchers, n= 8; research funders, n= 7. Responses were received from a wide range of geographies (Europe, North America, Australia, Asia and Africa), PE experience and job seniority/role. There was generally alignment across the stakeholder groups on: meaning of PE; importance of promoting PE to a higher level than currently; need for a more structured process and guidance. The major area of no/little alignment was around stakeholder expectations of the role other stakeholders should play. Overall, policymakers/regulators were expected by others to take more responsibility to drive PE, create a framework and facilitate PE, provide guidelines of good practice and connect stakeholders, but this expectation was not recognised as strongly by the policymakers/regulators group themselves. HCPs were seen by others as the link between patients and other stakeholders but HCPs did not necessarily see themselves as having an active role in PE (in the context of medicines development) beyond recruiting for clinical trials. cOnclusiOns: To our knowledge this is the first qualitative survey exploring stakeholders' expectations from PE in medicines development. Despite broad stakeholder categories, clear themes emerged: a desire for effective PE but some discord in alignment, structure and clarity. A Stakeholder Expectations Matrix that summarises findings and provides an 'action list' for stakeholders will be presented.Objectives: A new workshop format was developed with the goal to achieve a deeper understanding of the unique perspective of patients in the development or evaluation of new therapies and to increase the awareness of healthcare industry stakeholders for the importance and techniques of Patient Engagement (PE) in preparing for Health Technology Assessment (HTA). MethOds: A one-day pilot workshop, was held in Nov 2016 in Basel, Switzerland. Multidisciplinary participants (n= 12) from the life sciences industry and 2 patient representatives attended. Interest in improving their understanding on knowledge component(s) was a criteria. Recruitment happened via networks of faculty members. HTA and PE content sessions were followed with experiential sessions using drawing exercises, which guided the participants through the e...
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