UNRAVEL-ing gnarly knots: A path for researching market-entangled wicked social problems

Huff, Aimee Dinnín; Barnhart, Michelle

doi:10.1016/j.jbusres.2022.01.092

Journal of Business Research

2022

DOI: 10.1016/j.jbusres.2022.01.092

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UNRAVEL-ing gnarly knots: A path for researching market-entangled wicked social problems

Aimee Dinnín Huff

Michelle Barnhart

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Cited by 4 publications

References 88 publications

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Older consumers and technology: A critical systematic literature review

Franco

2023

AMS Rev

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Older consumers’ adoption and consumption of technologies continues to be an important research area. However, marketing scholarship on this topic risks unintentionally smuggling age stereotypes into its constructed theories. Such assumptions include older consumers’ adoption processes being complicated by health and social isolation issues and their low tech-skills. Although stereotypes hold a ‘kernel-of-truth’ and underpin meaningful research, they can transform from helpful heuristics to impediments to crafting reflexive scholarship. Therefore, this article reviews marketing literature on older consumers and technology. It develops a 2 × 3 typology to analyse 86 articles based on their portrayals of older consumers’ capabilities (incapable/capable) and technology orientations (resisting/discerning/seeking). The typology’s six emergent categories aim to turn age stereotypes into ‘productive tensions’ for researchers by encouraging critical reflexivity in ways that broaden future research possibilities. These possibilities include better accounting for older consumers who are skilled technology-seekers, and equally, non-adopters with non-technophobic reasons to resist adoption.

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Older consumers and technology: A critical systematic literature review

Franco

2023

AMS Rev

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Consumer-Driven racial stigmatization: The moderating role of race in online consumer-to-consumer reviews

Azer

Anker

Taheri

et al. 2023

Journal of Business Research

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Investigating the effects of political correctness in social marketing messaging

Guzmán,

Alvarado-Karste,

Ahmad

et al. 2024

EJM

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Purpose Obesity imposes myriad negative consequences upon society, the economy and personal well-being. This study aims to investigate the effectiveness of using political correctness (PC) in social marketing messages to persuade consumers to change their unhealthy behavior. It also explores various underlying mechanisms that drive this effect. Specifically, this research studies that messaging approach – politically correct vs politically incorrect and gain vs loss message framing – generates higher consumer intentions to change their behavior. Design/methodology/approach Four experiments were conducted with nationally representative samples to examine the effect of PC and gain vs loss message framing on consumers’ behavior changing intentions. Findings Politically correct prosocial marketing messages displayed higher persuasiveness than politically incorrect messages. Each relationship was mediated by the perceived manipulative capacity of the message and consumers’ attitudes toward the message. Message framing performed as a boundary condition for these effects. Research limitations/implications This paper sought to contribute to the literature that investigates the effectiveness of social marketing efforts. Three specific contributions related to the effects of message frames on politically correct and incorrect social marketing messages were developed. Practical implications The strategies presented in this paper benefit firms wishing to create a more prosocial approach to their business. A firm can present a prosocial message to their target market in a frame focusing on what will be gained instead of lost. Likewise, firms should welcome this type of messaging that embraces politically correct terminology instead of shying away from it. Originality/value This paper generates actionable insights for marketers and policymakers regarding how best to communicate with targeted segments about culturally- and personally sensitive topics related to obesity and weight loss. This paper also contributes to the literature that explores the effectiveness of social marketing initiatives. The findings suggest policymakers and social marketers should be cautious and, regardless of today’s sociopolitical environment, avoid falling into the temptation of developing politically incorrect and loss-framed messages.

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UNRAVEL-ing gnarly knots: A path for researching market-entangled wicked social problems

Cited by 4 publications

References 88 publications

Older consumers and technology: A critical systematic literature review

Older consumers and technology: A critical systematic literature review

Consumer-Driven racial stigmatization: The moderating role of race in online consumer-to-consumer reviews

Investigating the effects of political correctness in social marketing messaging

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