Forensic marketing and consumer behaviour: admissibility of evidence

Purpose- The purpose of this paper is to explore the underlying aspects of Forensic Marketing and develop models that can be used in the forensic marketing analysis process. Thus providing support for the admissibility of marketing evidence in a court of law.Design/methodology/approach- A two stage approach used in this paper. The first stage involves a literature review identifying theories and the various constructs and variables leading to the formulation of two models firstly, for conducting forensic marketing analysis and secondly, to clarify the relationship of marketing issues to profitability of a product. The second stage involves examining court rulings in regards to the admissibility of marketing evidence.Contribution / implications-The contribution of this paper is towards the clarification and justification of the underlying constructs and variables in the forensic marketing analysis as evidence in determining economic loss.

A behavioural study of consumer boycott

This paper studied sales of BP branded gasoline in the United States of America prior, during and after the 2010 BP Deepwater Horizon oil spill accident. The research was funded by the Centre for Sustainable and Responsible Organisations at Deakin University. In what is perhaps the first behavioral study of consumer boycott using market level data, we found that consumers’ with geographic proximity to the accident were more likely to boycott the BP brand. In States that bordered or were close to the Gulf of Mexico, BP sales experienced a small but significant decline as compared to sales in States farther away. The small effect is surprising. We suspect this may be related to the inelastic nature of the product category and the high degree of product homogeneity within the category. It appears that consumers’ and the media’s vocalized outrage over the Deepwater Horizon accident did not result in significant changes in purchase behavior. As such, while consumers were outraged by BP’s actions, they continued to purchase the BP brand. Consumers who lived farther from the spill did not appear to alter their buying patterns even in the short-term, despite being exposed to similar media coverage and high levels of negative public sentiment. In examining changes in BP brand-share with both positive (i.e., claims of success in dealing with the spill) and negative events (evidence that attempts to stop the spill failed), we observed some associations between these events and changes in buying behavior. In States close to the accident, BP purchases increased with good news, market share declined with bad news. No apparent correlation was seen in States that were farther from the accident.

Consumer reactions to corporate social responsibility (CSR) in Thailand: the moderating effect of competitive positioning

Purpose – The purpose of this paper is to understand the business case for corporate social responsibility (CSR) in Thailand by focusing on the consumer-organisational relationship and test the conceptual framework of Du et al. (2007). Design/methodology/approach – A quantitative study was conducted using a mall intercept survey of 184 Thai mobile phone service provider consumers in Bangkok, Thailand. Findings – A CSR emphasised brand is more likely than non-CSR emphasised brands to accrue consumer CSR awareness, positive attitude to company motivations and beliefs in the CSR of that company. Although beliefs are associated with consumers’ greater identification and advocacy behaviours towards the CSR emphasised brand than the non-CSR emphasised brands, they are not associated with loyalty. Practical implications – The paper provides potential guidance for companies to more effectively position and communicate their CSR activities to create differential advantages. Originality/value – Findings of the study demonstrate some support for a business case for CSR in Thailand.

Explaining the environmentally sustainable consumer behavior: a social capital perspective

Purpose - The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer's knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer's perceived capability to engage in eco-behaviour. Design/methodology/approach - This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs. Findings - The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour. Research limitations/implications - Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour. Practical implications - Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers. Social implications - Findings highlight the role of social capital within one's community as a resource channel to encourage environmentally responsible consumer behaviour. Originality/value - The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.

Acceptance and use of MOODLE

Learning management systems such as Moodle have become an integral part of today’s universities. While commonly used throughout the world, there has been disproportionate attention to peoples’ acceptance and use of such technologies. What is worth specific attention is how students may perceive learning technologies differently to their professors. Using the Unified Theory of Acceptance and Use of Technology or UTAUT this dataset illustrates attitudes towards and usage behaviours of Moodle for both students and academics. The findings point to key similarities and differences, the latter of which departs from extant literature that suggests no difference between generations. However given the lack of support for the UTAUT model, it is suggested that theoretical models of technology acceptance and use need to evolve to appropriately capture the environment of higher education in which learning management systems such as Moodle are used.

I'm searching for solutions: why are obese individuals turning to the Internet for help and support with 'being fat'?

INTRODUCTION: This study explores what types of information obese individuals search for on the Internet, their motivations for seeking information and how they apply it in their daily lives. METHOD: In-depth telephone interviews with an Australian community sample of 142 individuals with a BMI ≥ 30 were conducted. Theoretical, purposive and strategic samplings were employed. Data were analysed using a constant comparative method. RESULTS: Of the 142 individuals who participated in the study, 111 (78%) searched for information about weight loss or obesity. Of these, about three quarters searched for weight loss solutions. The higher the individual's weight, the more they appeared to search for weight loss solutions. Participants also searched for information about health risks associated with obesity (n = 28), how to prevent poor health outcomes (n = 30) and for peer support forums with other obese individuals (n = 25). Whilst participants visited a range of websites, including government-sponsored sites, community groups and weight loss companies, they overwhelmingly acted upon the advice given on commercial diet websites. However, safe, non-judgemental spaces such as the Fatosphere (online fat acceptance community) provided much needed solidarity and support. CONCLUSIONS: The Internet provides a convenient source of support and information for obese individuals. However, many turn to the same unsuccessful solutions online (e.g. fad dieting) they turn to in the community. Government and community organisations could draw upon some lessons learned in other consumer-driven online spaces (e.g. the Fatosphere) to provide supportive environments for obese individuals that resonate with their health and social experiences, and address their needs.

Understanding poverty and promoting poverty alleviation through transformative consumer research

Consumer research holds potential for expanding society's understanding of how people experience poverty and mechanisms for poverty alleviation. Capitalizing on this potential, however, will require more exploration of how consumption experiences shape individual and collective well-being among the poor. This article proposes a framework for transformative consumer research focused on felt deprivation and power within the lived experience of poverty. The framework points to consumer choice, product/service experiences, consumer culture, marketplace forces, and consumption capabilities as research streams with potential to help alleviate poverty. Future research in these areas will expand pathways for transforming the lives of the poor by alleviating stress, engaging marketplace institutions, fulfilling life aspirations, leveraging trust and social capital, and facilitating creativity and adaptation.

Applying a transformative consumer research lens to understanding and alleviating poverty

Increasing attention to global poverty and the development of market-based solutions for poverty alleviation continues to motivate a broad array of academicians and practitioners to better understand the lives of the poor. Yet, the robust perspectives residing within consumer research remain to a large degree under-utilized in these pursuits. This paper articulates how applying a transformative consumer research (TCR) lens to poverty and its alleviation can generate productive insights with potential to positively transform the well-being of poor consumers.