| Kommentar |
This marketing seminar builds upon the Journal of Marketing Special Issue: Better Marketing for a Better World (Chandy, R. K. et al. (2021) ‘Better Marketing for a Better World’, Journal of Marketing, 85(3), pp. 1–9). This issue presents wide-ranging studies that deal with the evaluation of the contribution of marketing science and practice to the improvement in various aspects of the world.
Based on this Special Issue, in this seminar, we will conduct a literature review leveraging concepts of marketing management and economic theory to address four key topics:
- Sustainability and Climate Concerns
- Economic and Social Empowerment
- Health and Wellbeing
- Prosocial Giving
For participation in the seminar, successful completion of the course "Advanced Marketing Modeling" or "Customer Analytics and Customer Insights" is a prerequisite for enrollment. Understanding of basic concepts from statistics (e.g., measurement error, statistical power, tests of significance, etc.) and data analysis are required.
The maximum number of participants is 20. To apply for this seminar, students must register (starting October 01 until October 15, 2021) for the course by sending an e-mail to contact@vlada-pleshcheva.com.
Detailed information will be provided in the syllabus on the homepage of the Institute of Marketing.
The seminar will take place in presence on the following days: 22.10.21, 21.01., 28.01., 04.02., 11.02.22 |
| Literatur |
- Zhang, W., Chintagunta, P. K. and Kalwani, M. U. (2021) ‘Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China’, Journal of Marketing, 85(3), 10–27.
- Sun, J. J., Bellezza, S. and Paharia, N. (2021) ‘Buy Less, Buy Luxury: Understanding and Overcoming Product Durability Neglect for Sustainable Consumption’, Journal of Marketing, 85(3), 28–43.
- Gonzalez-Arcos, C. et al. (2021) ‘“How Do I Carry All This Now?” Understanding Consumer Resistance to Sustainability Interventions’, Journal of Marketing, 85(3), pp. 44–61.
- Mookerjee, (Sid), Cornil, Y. and Hoegg, J. (2021) ‘From Waste to Taste: How “Ugly” Labels Can Increase Purchase of Unattractive Produce’, Journal of Marketing, 85(3), pp. 62–77.
- Anderson, S. J. et al. (2021) ‘Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda’, Journal of Marketing, 85(3), 78–96.
- Garbinsky, E. N., Mead, N. L. and Gregg, D. (2021) ‘Popping the Positive Illusion of Financial Responsibility Can Increase Personal Savings: Applications in Emerging and Western Markets’, Journal of Marketing, 85(3), 97–112. .
- Viswanathan, M. et al. (2021) ‘Marketplace Literacy as a Pathway to a Better World: Evidence from Field Experiments in Low-Access Subsistence Marketplaces’, Journal of Marketing, 85(3), 113–129.
- Habel, J., Alavi, S. and Linsenmayer, K. (2021) ‘Variable Compensation and Salesperson Health’, Journal of Marketing, 85(3), 130–149.
- Wang, Y., Lewis, M. and Singh, V. (2021) ‘Investigating the Effects of Excise Taxes, Public Usage Restrictions, and Antismoking Ads Across Cigarette Brands’, Journal of Marketing, 85(3), 150–167.
- Robitaille, N. et al. (2021) ‘Increasing Organ Donor Registrations with Behavioral Inter- ventions: A Field Experiment’, Journal of Marketing, 85(3), 168–183.
- Weihrauch, A. and Huang, S.-C. (2021) ‘Portraying Humans as Machines to Promote Health: Unintended Risks, Mechanisms, and Solutions’, Journal of Marketing, 85(3), pp. 184–203.
- Rifkin, J. R., Du, K. M. and Berger, J. (2021) ‘Penny for Your Preferences: Leveraging Self-Expression to Encourage Small Prosocial Gifts’, Journal of Marketing, 85(3), pp. 204–219.
- Kim, S., Gupta, S. and Lee, C. (2021) ‘Managing Members, Donors, and Member-Donors for Effective Nonprofit Fundraising’, Journal of Marketing, 85(3), 220–239.
- Zhang, K., Cai, F. and Shi, Z. (2021) ‘Do Promotions Make Consumers More Gener- ous? The Impact of Price Promotions on Consumers’ Donation Behavior’, Journal of Marketing, 85(3), 240–255.
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