The Use of Marketing Knowledge in Formulating and
                    Enforcing Consumer Protection Policy

Andrews, J. Craig

doi:10.4135/9781452204765.n1

Cited by 8 publications

(8 citation statements)

References 108 publications

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“…Marketing research and knowledge has long been useful in consumer protection strategies and research. Andrews (2001) provides a framework describing how marketing knowledge has influenced public policy on consumer protection and details how marketing has made many theoretical contributions to consumer protection policy (in Bloom and Gundlach 2001). The goal of much of the multidisciplinary research on consumers and privacy is to understand an individual's privacy protection behaviors.…”

Section: Regulation and Protection Behaviors: Active Or Passivementioning

confidence: 99%

Surrendering Information through the Looking Glass: Transparency, Trust, and Protection

Walker

2016

Journal of Public Policy & Marketing

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Trust and transparency influence consumer information exchanges, yet the understanding of how they shape marketing and public policy relating to privacy and security issues is not current with the digital and informational age. People face increasing complexity in online exchanges of information and lack the time, attention, and wherewithal to understand how to protect themselves. Society's reliance on technology results in individuals engaging in continuous partial attention and behaving as cognitive misers. The author explains the concept of surrendering to technology and presents a sharing-surrendering information matrix to address this phenomenon. The matrix clarifies the difference between surrendering versus sharing information online, leading to the proposition that current efforts to protect privacy and security, such as enhancing trust and transparency, lack legitimacy and will not be effective in the digital age. Surrendering information is a long-term societal and ethical issue for marketers and policy makers, requiring improvement(s) in verification mechanisms and increased educational efforts aimed at enhancing consumers' attention. Keywords: information, trust, transparency, protection, privacyThe best victory is when the opponent surrenders of its own accord before there are any actual hostilities.... It is best to win without fighting. -Sun TzuExchanging Information on the Internet T he Internet has evolved and encroached on marketing with a vengeance. Originating as a method for communication and information, it has grown into a context for transactions, analyses, and multifaceted interactions. The digital age and the "Internet of Things" provide unique advantages through technology that enable consumers, organizations, and now machines to rapidly exchange information and acquire knowledge. Artificial intelligence and facial recognition software are becoming more conventional innovations used to facilitate exchanges. Information is a product and by-product of many of these innovative exchanges; a product that is gathered, stored, packaged, and sold. Firms purportedly use "big data" to personalize services and products as a means of improving customer satisfaction and increasing customer lifetime value, sometimes without much forethought. Society's increasing reliance on technology creates a data-rich environment that is inextricably intertwined with marketing and public policy issues of transparency, trust, and consumer protection.The ease and convenience of exchanging information online often leaves consumers 1 with little choice but to participate, and little time to systematically process the short-term and/or long-term implications of this information exchange. The speed of innovation and adoption of new technology by consumers and organizations means that the use of data as a resource is exponentially increasing. American consumers face a data-rich environment with few modern legal or regulatory protections and rely on reactive measures to adapt to the new environment of limited privacy and...

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Section: Regulation and Protection Behaviors: Active Or Passivementioning

confidence: 99%

Surrendering Information through the Looking Glass: Transparency, Trust, and Protection

Walker

2016

Journal of Public Policy & Marketing

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“…Broader topics of marketing, regulation, and public policy have been addressed in the Journal of Public Policy and Marketing by scholars with macromarketing interests (Nason 1988, Mazis 1997, while market and regulatory failure, in general terms, have been examined quite thoroughly in the Journal of Macromarketing Carman 1983, 1984;Carman and Harris 1986;Redmond 2009Redmond , 2013. More focused examples of macromarketing scholarship include public policy in developing nations (Bennett 1967, Thorelli 1981, McPherson 2011, consumer protection (Antil 1984, Andrews 2001, Moorman 2001, Charlebois and Labreque 2001, advertising (Harker and Harker 2000;Bloom, Edell, and Staelin 2001), channels (Carman 1982, Dickinson 2003, anti-trust regulation (Gundlach 2001), and global regulation (Nason 2008). Whether this extensive body of work by macromarketing scholars is adequately responsive to Vogel's appeal for a more positive approach to public policy in marketing, particularly in the area of environmental stewardship, may be debatable.…”

Section: Ethics and Corporate Social Responsibilitymentioning

confidence: 99%

7 Fairtrade Towns: A Community Based Social Marketing Perspective in Promoting Ethical Consumption

Samuel¹,

Peattie²

2021

Ethical Approaches to Marketing

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Providing low-income consumers access to transformative services such as healthcare is an ethical challenge of vital importance to marketers. However, most consumers at the base of the pyramid are excluded from the market for such transformative services because of financial constraints due to poverty. In this paper, instead of focusing on the micro-interplay between firms and consumers, we examine the macro-interplay among firms, consumers, and public policy in addressing the ethical challenge of market inclusion at the base of the pyramid.Specifically, we examine how the Vietnam government used a policy of free and universal health insurance for children under the age of six as a means of lowering affordability barriers and fostering market inclusion in the healthcare market. Overnight in 2005, all children under the age of six living anywhere in Vietnam became eligible for free health insurance. Using this policy intervention as a natural experiment, we compare market inclusion outcomes of children under the age of six with older children who were ineligible before and after the program was implemented. We show that lowering affordability barriers through public policy (1) increases access to target services, (2) increases consumers' overall out-of-pocket spending, and (3) increases access to complementary services. By adopting a macromarketing lens, this study makes a strong case for collaboration among firms, governments, and communities in addressing the ethical challenge of system-wide market inclusion in base-of-the-pyramid markets.

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“…A full review of theories of risk communication is beyond the scope of this paper. In a review of the use of marketing and risk communication knowledge to formulate and enforce consumer protection policies in areas familiar to social marketers -tobacco marketing and promotion, nutrition labeling and health claims and environmental ("green") claims - Andrews (2001) highlights the use of many different theories. These theories include stages of information processing, hierarchy of effects model, elaboration likelihood model, theory of reasoned action, protection motivation model, parallel response model and risk perception research, prospect theory, psychological reactance theory and models of source attributes and receiver processing modes.…”

Section: Prescription Drug Safety Programsmentioning

confidence: 99%

A quantitative approach to segmentation for prescription drug safety programs

Lefebvre¹,

McCormack²,

Taylor³

et al. 2016

JSOCM

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Purpose The aim of this paper is to enhance the effectiveness of pharmacovigilance programs that provide information about medical products to benefit consumers, aid health care professional’s decision-making and improve community health. This research sought to determine whether distinct segments of consumers can be identified for prescription drug safety social marketing and communication activities and if these segments would respond differently to information about prescription drug products. Design/methodology/approach Theories of risk information-seeking behavior were used to develop questions for respondents in an online survey panel. Latent class analyses identified clusters that were similar in their ability to accurately interpret risks and benefits, preferred sources of health information, medication use and other related factors. Multinomial logistic regression models identified demographic and psychographic differences across the segments. Logistic and linear regression models were then used to compare each segment’s responses to a specific drug safety information product. Findings The 1,244 respondents were clustered into four segments: not engaged (12 per cent), low-involvement users (29 per cent), careful users (50 per cent) and social information seekers (9 per cent). These segments were distinguished by perceived seeking control, self-appraisal of skill, information insufficiency, self-efficacy, information competency and health literacy. Sources of health information and health-seeking behaviors were also different across the four segments. Significant differences were found among the segments in their comprehension and perceived utility of the content and their intentions to take relevant actions. Practical implications From an array of potential behavioral influences, adults can be segmented by risk information-seeking constructs and related behaviors. These segments respond differently to drug safety information. Use of the personas developed in this work can help pharmacovigilance programs around the world develop more relevant and tailored social marketing products, services and content. Originality/value A social marketing approach using empirically tested theoretical constructs can be useful for drug safety or pharmacovigilance programs. The results were used to create personas that quickly convey relevant information to drug safety program managers and staff.

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The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy

Cited by 8 publications

References 108 publications

Surrendering Information through the Looking Glass: Transparency, Trust, and Protection

Surrendering Information through the Looking Glass: Transparency, Trust, and Protection

7 Fairtrade Towns: A Community Based Social Marketing Perspective in Promoting Ethical Consumption

A quantitative approach to segmentation for prescription drug safety programs

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