(Mis)trust in marketing: a reflection on consumers' attitudes and perceptions

Heath, Teresa; Heath, Matthew

doi:10.1362/026725708x382037

Cited by 41 publications

(47 citation statements)

References 36 publications

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“…A firm's customer base can be thought of as consisting of customers who are targeted its offerings and those who are not (Nguyen and Simkin, 2013). However, treating customers differentially may cause perceptions of unfairness (Boulding et al, 2005;Frow et al, 2011) and deceptive marketing schemes may evoke negative attitudes amongst consumers (Heath and Heath, 2008). Thus, a focus on fairness is an increasingly important differentiator between companies (Nguyen and Klaus, 2013).…”

Section: Differential Pricing Strategies and Unfairness Perceptionmentioning

confidence: 99%

Unfairness in consumer services: Outcomes of differential treatment of new and existing clients

Fernandes

Calamote

2016

Journal of Retailing and Consumer Services

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a b s t r a c tIn a consumption context, there is a growing interest in understanding unfair behaviour of firms towards customers. Our research focuses on unfairness perceptions driven by differential treatment, particularly through price discrimination, i.e. the practice of charging differential prices to different customers. Our purpose is to investigate the consequences of these practices for unfairness perceptions, satisfaction, trust and patronage, showing a dual perspective: the perceptions of new vs existing clients when they face the advantaged or disadvantaged conditions. A survey-based experimental design approach was used. We conclude that unfairness perception is stronger for existing than for new clients, prompting negative attitudinal and behavioural consequences when the former are exposed to disadvantaged conditions in relation to the latter. Our study aims to provide marketers with a perspective on the pitfalls related to differential treatment between present and prospective clients, with implications in terms of design and implementation of customer management strategies.

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Section: Differential Pricing Strategies and Unfairness Perceptionmentioning

confidence: 99%

Unfairness in consumer services: Outcomes of differential treatment of new and existing clients

Fernandes

Calamote

2016

Journal of Retailing and Consumer Services

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“…Drawing on authors such as Kvale (1996), Rubin and Rubin (1995) and Heath and Heath (2008), the transcripts were examined using Kapferer's brand prism (2001) as a conceptual framework. Figure 1 should be placed here Therefore, the findings are organised into the categories physique, relationship, reflection, personality, culture and self image.…”

Section: Following the First Round Of Coding Categories Were Brokenmentioning

confidence: 99%

Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign

Pich

Dean

Punjaisri

2014

Journal of Marketing Communications

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“…Advertising, in particular, is said to produce 'hypnoid states of uncritical consciousness' that reduces consumers to passive subjects (Pollay, 1986, p. 26; see also Baudrillard, 1988). Consumers themselves tell similar stories, describing marketers as a '[necessary] evil' using 'devilish techniques' (Heath & Heath 2008, p. 1030see also Farmer, 1977; that force them to buy.…”

Section: Stories Of Enchantmentmentioning

confidence: 99%

Once upon a time there was a consumer…: stories of magic and the magic of stories

Heath

2016

Journal of Marketing Management

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This paper explores how the centrality of narrative to people's understandings of the world, and the power of stories of enchantment in particular, colour consumer culture.Specifically, it analyses the ways in which fantastic themes of magic and heroism are used in the discourses of marketing scholars and practitioners, as well as consumers to shape views of consumption and marketing. It further illuminates the role that marketers and consumers each have in imbuing consumption with a sense of enchantment and situates this phenomenon within the dominant neoliberal ideology. Finally, it discusses implications for marketing theory and for practices aimed at reducing excessive consumption related to such enchantment. KeywordsConsumer culture; critical marketing; magic; sustainability; consumer experience Summary Statement of ContributionThis manuscript illuminates the power of stories, especially those of enchantment, to shape views of consumption and marketing. It uncovers the purposes to which fantastic narratives are used by marketing scholars, practitioners and consumers. It further elucidates how consumers' and marketing's narratives combine to enchant consumption, challenging polarized views of consumers' and marketers' roles in this enchantment. Finally, it offers implications for discussions of marketing enchantment and ways of addressing excessive consumption related thereto. Once upon a time there was a consumer…'Once upon a time the primary agents of socialization were institutions like the family, school, church etc., but now consumption is a prime socialization agent whereby people are taught how and learn to be consumers. ' (Shankar, Whittaker & Fitchett, 2006, p. 492).The principal aim of this paper is to explore how views of consumption and marketing are coloured by the human tendency to understand the world in terms of narratives (Tversky & Kahneman, 1983;Fisher, 1989), and by the power of fairy-tale and mythic stories (Zipes, 1994; in particular. Drawing on a critical marketing perspective, we analyse the roles that fantastic themes of magic and heroism play in the discourses of marketing scholars and practitioners, as well as consumers, and explore how such themes are used to construct stories of consumption and marketing. In particular, we consider how narratives provided by marketing combine with those of consumers to imbue consumption with a sense of enchantment within the constraints of neoliberalism.We then draw implications and provide suggestions for future study and practice.

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(Mis)trust in marketing: a reflection on consumers' attitudes and perceptions

Cited by 41 publications

References 36 publications

Unfairness in consumer services: Outcomes of differential treatment of new and existing clients

Unfairness in consumer services: Outcomes of differential treatment of new and existing clients

Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign

Once upon a time there was a consumer…: stories of magic and the magic of stories

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