To be a marketer or to do what marketers do? Using a mixed methods approach to explore the aspiring marketer mind-set

Woodall, T; Pich, Christopher; Armannsdottir, G; Allison, Seamus; Howarth, Richard; Poorrezaei, M

doi:10.1016/j.jvb.2022.103716

Cited by 2 publications

(2 citation statements)

References 133 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…They state it is “in businesses’ interest to find new solutions that enable sustainable consumption and production patterns,” while consumers are encouraged to help by “(1) [r]educing your waste and (2) [b]eing thoughtful about what you buy and choosing a sustainable option whenever possible” (United Nations Sustainable Development Goals, n.d.). However, much of what happens in businesses and how decisions get made are a function of marketers’ own individual belief and value systems (Woodall & Hiller, 2022), which for marketing students considering their future roles in the field, is rarely related to sustainability (Woodall et al, 2022). For SDG 12 to succeed, a paradigmatic shift is needed for marketers as much as it is for consumers.…”

Section: Discussionmentioning

confidence: 99%

RESCUER: Combining Passive and Active Learning Techniques to Teach Food Sustainability

Banu,

Darmody,

Neilson

2024

Journal of Marketing Education

View full text Add to dashboard Cite

This paper discusses the creation and implementation of an experiential learning assignment focused on the United Nation’s Sustainable Development Goal (SDG) 12, which aims to ensure sustainable consumption and production patterns. Using a grounded theory approach that combines analyzing 90 senior-level marketing students’ reflective essays alongside 63 pre- and post-assignment survey responses, we develop the “RESCUER” framework which combines active and passive learning elements. We demonstrate how active learning layered on top of passive methods can be an effective means to generate more responsible consumer behaviors within a complex food supply system. Students begin with passive learning components in the form of readings and lectures (labeled Resources), before Engaging with mindfulness in an active learning activity that involves the selection, purchase, and preparation of perishable food for a salad. The framework also includes the important effects of Social influence and its role in how Cognizance and Underlying problem salience are generated. Finally included are factors that Expedite the process of generating cognizance and problem salience such as the ready availability of relevant facilities (e.g., the existence of a garbage sorting system), which can enable more Responsible consumer behaviors.

show abstract

Section: Discussionmentioning

confidence: 99%

RESCUER: Combining Passive and Active Learning Techniques to Teach Food Sustainability

Banu,

Darmody,

Neilson

2024

Journal of Marketing Education

View full text Add to dashboard Cite

show abstract

“…In the eyes of the public, marketers are often seen as untrustworthy or morally abducted. Researchers have long tried to uncover the reasons behind their apparently untrustworthy behaviour [7]. Sellers have attempted to manipulate consumers on an increasing scale through ubiquitous communication platforms such as television, film, print and social media [8].…”

Section: The Decision To Buy Essential Items Is Influenced By Persona...mentioning

confidence: 99%

The Impact of Customer and Marketer Psychology on Making Business Decisions

Dai

2023

AEMPS

View full text Add to dashboard Cite

This research uses the literature research method, the case study method, and the qualitative analysis method as research methods to analyze the influence of customer psychology and marketing psychology on business decision-making through four aspects: stock investment selection, necessity purchases, marketing, and discretionary expenditure. Meanwhile, the author chose the specific period of the epidemic because the social background caused people's psychological fluctuations, which have significant implications for business decisions. The delayed investment brought on by the pandemic affects aggregate supply and aggregate demand, and while the impact may take some time to be apparent, the magnitude of the impact depends on the scale and duration of the outbreak. Through analysis, enterprises need to put valuable customers at the center of business decisions as the basis of business decisions, so that businesses can focus on exploring ways to develop in unknown areas.

show abstract

To be a marketer or to do what marketers do? Using a mixed methods approach to explore the aspiring marketer mind-set

Cited by 2 publications

References 133 publications

RESCUER: Combining Passive and Active Learning Techniques to Teach Food Sustainability

RESCUER: Combining Passive and Active Learning Techniques to Teach Food Sustainability

The Impact of Customer and Marketer Psychology on Making Business Decisions

Contact Info

Product

Resources

About