Marketing and Consumer Research in the Public Interest
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Marketing and Consumer Research in the Public Interest


© 1995 | 240 pages | SAGE Publications, Inc
"The articles are not a series of condemnations of past and current marketing practices; rather, they provide objective, heavily footnoted descriptions of marketing's actual impacts on these issues. . . . The book will be of most value to academicians researching ethical and public policy issues and those in nonprofit organizations with marketing responsibilities." --Choice How does personal crisis affect consumption? How do companies decide the appropriate way to market to a minority group? To what extent does social responsibility impact marketing? Marketing and Consumer Research in the Public Interest summarizes and extends the research on these types of issues in marketing and consumer behavior. Written by some of the leading social and public policy scholars in the field of marketing, the book discusses some essential consumption issues, marketing of controversial products, and the effectiveness of consumer safety and green buying campaigns. In addition, the volume examines two cutting-edge theoretical approaches to conducting consumer research in the public interest. It examines troublesome consumption issues such as substance abuse, grieving consumers, and marketing to the poor. It also explores media concerns such as portrayals of minority groups, target marketing, and the impact idealized images have on consumers' perceptions of their lives, particularly with respect to their material possessions. This volume concludes with an informative discussion of legislative and social marketing issues, including green buying practices, consumer rights, warning labels, and product safety. Researchers, scholars, and upper-level students in the areas of public relations, communications, ethics, healthcare and public policy will find this a valuable resource. Professionals who want a better understanding of the issues that are currently being investigated by scholars in the marketing and consumer behavior fields will appreciate the insights this volume offers as well.
Introduction
PART ONE
Ronald Paul Hill
Introduction
Julie L Ozanne and Jeff B Murray
Uniting Critical Theory and Public Policy to Create the Reflexively Defiant Consumer
Julia Bristor and Eileen Fischer
Exploring Simultaneous Oppressions
Toward the Development of Consumer Research in the Interest of Diverse Women  
PART TWO
Ronald Paul Hill
Introduction
Elizabeth C Hirschman
Professional, Personal, and Popular Culture Perspectives on Addiction
James W Gentry and Cathy Goodwin
Social Support for Decision Making during Grief Due to Death
Linda F Alwitt
Marketing and the Poor
PART THREE
Ronald Paul Hill
Introduction
Debra Jones Ringold
Social Criticisms of Target Marketing
Process or Product?  
Marsha L Richins
Materialism, Desire, and Discontent
Contributions of Idealized Advertising Images and Social Comparison  
Charles R Taylor, Ju Yung Lee and Barbara B Stern
Portrayals of African, Hispanic, and Asian Americans in Magazine Advertising
PART FOUR
Ronald Paul Hill
Introduction
J Craig Andrews and Richard G Netemeyer
Alcohol Warning Label Effects
Socialization, Addiction, and Public Policy Issues  
Jeffrey J Stoltman and Fred W Morgan
Expanding the Perspective on Consumer Product Safety
L J Shrum, Tina M Lowrey and John A McCarty
Using Marketing and Advertising Principles to Encourage Pro-Environmental Behaviors

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ISBN: 9780803971912
68.95 CAD
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