MKTG3509 Readings Summary, Semester 2 (2015)

Table of Contents
WEEK 3 - MARKET ORIENTATION .................................................................................................................... 3
Article 1: Kohli & Jaworski (1990) (market orientation) .............................................................................................. 3
Article 2: Day (1994) (firm capabilities) ........................................................................................................................ 3
Article 3: Slater & Narver (1995) (learning organisation oriented) ............................................................................. 3
WEEK 4 - SERVICES MARKETING ..................................................................................................................... 4
Article 1: Shostack (1977) (emergence of services marketing) .................................................................................... 4
Article 2: Lovelock (1983) (classifying services) ........................................................................................................... 4
Article 3: Vargo & Lusch (2004) (new service dominant logic) .................................................................................... 4
WEEK 5 - SERVICESCAPES, SERVICE ENCOUNTERS ................................................................................................ 5
Article 1: Solomon et. al (1985) (Service Encounters) ................................................................................................. 5
Article 2: Bitner (1990) (evaluating service encounters) ............................................................................................. 5
Article 3: Bitner (1992) (servicescapes: physical surroundings)................................................................................... 6
WEEK 6 - BRANDING & BRAND EQUITY ............................................................................................................ 6
Article 1: Keller (1993) (customer-based brand equity)............................................................................................... 6
Article 2: Erdem & Swait (1998) (evaluating brand equity) ......................................................................................... 7
Article 3: Brown et. al (2003) (retro branding and brand meaning) ............................................................................ 7
WEEK 7 - BRAND COMMUNITIES .................................................................................................................... 8
Article 1: McAlexander et. al (2002) (building brand community) .............................................................................. 8
Article 2: Bhattacharya & Sen (2003) (consumers identify with companies and build relationships) ........................ 8
Article 3: Algesheimer et. al (2005) (social influence brands have on consumers) ..................................................... 9
WEEK 8 - CONSUMER CULTURES ..................................................................................................................... 9
Article 1: Belk (2013) (extended self digital worlds) ................................................................................................. 9
Article 2: Kozinets (2001) (culture of consumption) .................................................................................................... 9
Article 3: Arnould & Thompson (2005) (review 20yrs of research on consumer culture theory) ............................. 10
WEEK 9 - RELATIONSHIP MARKETING ............................................................................................................ 10
Article 1: Morgan & Hunt (1994) (the commitment-trust theory of relationship marketing) .................................. 10
Article 2: Sirdeshmukh et. al (2002) (trust, value, and loyalty in relational exchanges) ........................................... 10
Article 3: Price & Arnould (1999) (commercial friendships in a service provider-client context) ............................. 11
WEEK 10 - CUSTOMER VALUE & MARKETING METRICS ...................................................................................... 11
Article 1: Reinartz & Kumar (2000) (customer profitability)...................................................................................... 11
Article 2: Rust et. al (2004) (return on marketing)..................................................................................................... 12
Article 3: Boulding et. al (2005) (customer relationship management) .................................................................... 12
WEEK 11 - NEW PRODUCT DIFFUSION & INNOVATION ....................................................................................... 12
Article 1: Robertson & Gatignon (1986) (technology diffusion) ................................................................................ 12
Article 2: Mahajan et. al (1990) (new product diffusion models in marketing) ........................................................ 13
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MKTG3509 Readings Summary, Semester 2 (2015)

Article 3: Wood & Moreau (2006) (emotions related to the early use of innovations) ............................................ 13
WEEK 12 - MARKETING ETHICS & CONSUMER POLICY ........................................................................................ 14
Article 1: MacInnis & de Mello (2005) (selling hope) ................................................................................................ 14
Article 2: Mizerski (1995) (ethics of marketing to young children) ........................................................................... 15
Article 3: Smith & Cooper-Martin (1997) (ethics & target marketing: vulnerable consumers) ................................ 15
CHRONOLOGICAL ORDERING OF ARTICLES ............................................................................................... 16

MKTG3509 Readings Summary, Semester 2 (2015)

MKTG3509 READINGS SUMMARY

WEEK 3 - MARKET ORIENTATION
Article 1: Kohli & Jaworski (1990) (market orientation)

Name of Article: Market Orientation: The Construct, Research Propositions, and Managerial Implications
Author(s): Kohli & Jaworski (1990)
Main Points:
o Built on the work of Kotler (1988)
o Developed a holistic understanding of market orientation concept marketing vs market orientation
o Argued there are 3 themes merging from the literature;
I.
Customer focus
II.
Coordinated marketing
III.
Profitability
o Key argument senior management factors, interdependent dynamics and organisational systems
all facilitate market orientation.
Contributions to Marketing Literature:
o Identified differing and competitive conceptual definitions of market orientation

Article 2: Day (1994) (firm capabilities)

Name of Article: The Capabilities of Market-Driven Organizations

Author(s): Day (1994)
Main Points:
o Although Kohli & Jaworski (1990) highlighted the importance of market orientation, Day (1994)
realised you needed to understand how a firm could sustain market orientation
o Proposes that the firms have a capabilities approach to optimising their strategic performance
o 2 perspectives on competition;
I.
Competitive forces approach
II.
Capabilities approach
o Builds on the work of Narver & Slater (1990) whereby there are several interrelated behavioural
components;
I.
Customer orientation
II.
Competitors orientation
III.
Interfunctional coordination
Contributions to Marketing Literature:
o Proposed that if we identify our core capabilities as a firm, then thats what is distinctive about us
its hard to copy capabilities of employees or of your systems
o Day (1994) furthers Kohli & Jaworskis (1994) definition of market orientation to include market
sensing as a distinctive capability

Article 3: Slater & Narver (1995) (learning organisation oriented)

Name of Article: Market Orientation and the Learning Organization

Author(s): Slater & Narver (1995)
Main Points:
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MKTG3509 Readings Summary, Semester 2 (2015)

o They see market orientation, market driven and customer focused to be synonymous
Contributions to Marketing Literature:
o Narver & Slater (1990) argue that the theoretical development in terms of understanding the culture
and climate of learning in organisations is lacking

WEEK 4 - SERVICES MARKETING

Article 1: Shostack (1977) (emergence of services marketing)

Name of Article: Breaking Free From Product Marketing

Author(s): Shostack (1977)
Main Points:
o Organisational learning development of new knowledge or insights that have the potential to
influence behaviour
o 2 types of learning;
I.
Adaptive Learning one sided, go along with what you are learning
II.
Generative Learning questions assumptions, ask questions

Article 2: Lovelock (1983) (classifying services)

Name of Article: Classifying Services to Gain Strategic Marketing Insights

Author(s): Lovelock (1983)
Main Points:
o Lovelock (1983) tried to build upon the work of Shostack (1977) by showing the importance of
breaking free from product marketing and seeing services as a field in its own right
o How are services delivered?;
The customer to go to the service organisation
The service organisation to go the customer
The customer and service organisation to transact at an arms length
Contributions to Marketing Literature:
o Lovelock (1983) builds on prior work on service classifications to suggest the following 5
classification schemes;
I.
Nature of service?
II.
Relationship between service provider and customer?
III.
Can the service be customised?
IV.
Demand and Supply limitations?
V.
Service delivered?
o Ultimately, Lovelock (1983) proposes the point about whether the customer needs to be physically
and/or mentally present for the service delivery?

Article 3: Vargo & Lusch (2004) (new service dominant logic)

Name of Article: Evolving to a New Dominant Logic for Marketing

Author(s): Vargo & Lusch (2004)
Main Points:
o The main concern of Vargo & Lusch (2004) was that marketing inherited a model of exchange from
economics.
o According to Vargo & Lusch (2004), their dominant logic put forth focuses on;
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MKTG3509 Readings Summary, Semester 2 (2015)

tangible resources
embedded value
transactions
o Over the past several decades, new perspectives have emerged that have a revised logic focused on
intangible resources, the co-creation of value and relationships
o Their purpose was to highlight the evolution of this logic over the last 100 years or so and to show
that intangibility is a core concept of services delivery
Contributions to Marketing Literature:
o They proposed that the focus is shifting away from tangibles and toward intangibles, such as skills,
information, and knowledge, and toward interactivity and connectivity and ongoing relationships
proposed that the traditional four Ps of marketing were outdated

WEEK 5 - SERVICESCAPES, SERVICE ENCOUNTERS

Article 1: Solomon et. al (1985) (Service Encounters)

Name of Article: A Role Theory Perspective on Dyadic Interactions: The Service Encounter
Author(s): Solomon et. al (1985)
Main Points:
o Solomon et al (1985) was continuing the debate on whether services are sufficiently distinct from
products
o One concern arising from services is the person-to-person encounters which are at the core of
service interactions how do we study them?
o Assumption that services are dyadic; however Solomon et al. (1985) acknowledge that services can
be more complex and involve a number of different actors
o Core Themes;
Service encounters as dyadic
Service encounters as human interactions
Service encounters as role performances
Contributions to Marketing Literature:
o Solomon et al (1985) proposed a role theory perspective on dyadic service encounters i.e. you
expect people to take a role in certain environments in which you meet
o Solomon et al. (1985) adopted a social psychological perspective to view services ie various services
all have in common that each act is a purposive transaction whose outcome is dependent upon the
coordinated actions of both participants
(the success of the service delivery depends on whether the recipient feel that the service
provided stuck to their role)

Article 2: Bitner (1990) (evaluating service encounters)

Name of Article: Evaluating Service Encounters: The Effects of Physical Surroundings & Employee Responses
Author(s): Bitner (1990)
Main Points:
o Bitner (1990) adopts Shostacks (1980) definition of services as a period of time during which a
consumer directly interacts with a service
o Service Satisfaction and Quality they say that each individual consumer is assumed to have
expectations about how each individual service/product will perform
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MKTG3509 Readings Summary, Semester 2 (2015)

o They talk about service failures and how customers deal with a situation when a service fails
Contributions to Marketing Literature:
o Booms and Bitner, 1981 (cited in Bitner, 1990) proposed an expanded marketing mix for services;
product, price, place, promotion (traditional 4 Ps)
physical evidence (the physical surroundings and all tangible cues)
participants (all human actors in the service encounter) and
process (procedures)
o proposed managerial implications include the fact that it is important to manage and control every
individual service encounter to enhance overall perceptions of service quality

Article 3: Bitner (1992) (servicescapes: physical surroundings)

Name of Article: Servicescapes: The Impact of Physical Surroundings on Customers and Employees
Author(s): Bitner (1992)
Main Points:
o Says that the physical setting can aid or hinder the accomplishment of both internal organizational
goals and external marketing goals
o Dimensions of a servicescape;
Vertical - refer to who is performing actions within the servicescape
Horizontal - complexity of the servicescape
o Human behaviour is shaped by the physical setting in which it occurs
o Psychological theory based - environmental psychology between humans and built environments
Contributions to Marketing Literature:
o Proposed that the managerial implications for servicescapes include the fact that the dimensions of
the servicescape act as a package, similar to a products package, by conveying a total image and
suggesting the potential usage and relative quality of the service

WEEK 6 - BRANDING & BRAND EQUITY

Article 1: Keller (1993) (customer-based brand equity)

Name of Article: Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Author(s): Keller (1993)
Main Points:
o This is a conceptual paper
o According to Keller (1993), 2 primary ways to look at brand equity;
financially motivated
strategic marketing emphases to improve productivity
o Keller (1993) realised there was a need to differentiate customer-based brand equity from brand
equity and understand what comes to mind when consumers think about brands
o Made a distinction between services and products as was popular at the time within the literature
Contributions to Marketing Literature:
o Work on brand equity had been emerging through the late 1980s and early 1990s; however, this
paper is a seminal contribution to the marketing literature
o Keller (1993) argued that a consumers knowledge about a brand and their recall of the brand
elements is stored in their memory
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MKTG3509 Readings Summary, Semester 2 (2015)

this being the focus of his work - without this emphasis it would be difficult for marketing
scholars and practitioners alike to understand and work with the intangible notion of
brand equity and/or customer-based brand equity
According to Keller (1993) two key dimensions distinguish brand knowledge;
I.
brand awareness
II.
brand image
Keller (1993) recognised a need to provide a consumers perspective on brands and brand equity
Customer-based brand equity is defined as the differential effect of brand knowledge on
consumer response to the marketing of the brand
Fundamentally, high levels of brand awareness and a positive brand image should increase the
probability of brand choice

Article 2: Erdem & Swait (1998) (evaluating brand equity)

Name of Article: Brand Equity as a Signaling Phenomenon

Author(s): Erdem & Swait (1998)
Main Points:
o This article takes an alternative approach to the psychological bases and associative network
memory model proposed by Keller (1993) this is an empirical paper with a conceptual model
o Erdem & Swait (1998) used an information economics perspective to understand the value (or
equity) ascribed to brands by consumers
their purpose was to provide an information economics perspective on consumer-based
brand equity from a signalling perspective
Contributions to Marketing Literature:
o Unlike research based on cognitive psychology, the proposed signaling perspective explicitly
considers the imperfect and asymmetrical information structure of the market
o BIG QUESTION which is more holistic??? The cognitive psychology based (associative network
memory model) approach to customer-based brand equity (Keller, 1993) or the information
economics perspective to consumer-based brand equity (Erdem & Swait, 1998)?

Article 3: Brown et. al (2003) (retro branding and brand meaning)

Name of Article: Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning
Author(s): Brown et. al (2003)
Main Points:
o This paper conducted a netnography (an online forum study) of 2 brand communities:
I.
Consumers following Volkswagen New Beetles; and
II.
Consumers following Star Wars: Episode 1 The Phantom Menace
Contributions to Marketing Literature:
o According to the authors (Brown et al., 2003) there is a sense of 4 dimensions to online consumption
communities;
I.
Allegory (brand story)
II.
Aura (brand essence)
III.
Arcadia (idealized community)
IV.
Antinomy (brand paradox)
o Overall, their work came to the conclusion that retro brand will continue to live on as;
I.
technology and imitation quickly eradicate first-mover advantage
II.
popularity of old-style products among contemporary consumers is growing
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MKTG3509 Readings Summary, Semester 2 (2015)

WEEK 7 - BRAND COMMUNITIES

Article 1: McAlexander et. al (2002) (building brand community)

Name of Article: Building Brand Community

Author(s): McAlexander et. al (2002)
Main Points:
o Attempted to understand the complex relationships that consumers have with brands in the context
of brand communities
o This phenomenon is complex because this involves understanding relationships between;
The customer and the brand
The customer and the firm
The customer and the product
Customer to customer relationships
o This work stems from literature on;
brand loyalty
relationship marketing
o You must seek to understand how brand communities can translate to an brand loyalty
Contributions to Marketing Literature:
o found that there were several different types of ways that consumers could engage with brands;
customer relationships
brand community
The customer-centric model of brand community

Article 2: Bhattacharya & Sen (2003) (consumers identify with companies and build relationships)

Name of Article: Consumer-Company Identification: A Framework for Understanding Consumers

Relationships with Companies
Author(s): Bhattacharya & Sen (2003)
Main Points:
o Building on the work of McAlexander et al. (2002), by trying to determine why and under what
conditions consumers enter into strong, committed, and meaningful relationships with companies
o Psychological based theoretical perspectives
Theories of social identity
Theories of organisational identification
Customer relationship management
Contributions to Marketing Literature:
o They focused on the idea of the consumer champion advocate
so in addition to the notion of loyalty suggested by McAlexander et al. (2002),
Bhattacharya & Sen (2003) focus on customers who are brand champions or advocates
o There are individual-level dynamics which facilitate 2 key relationships;
I.
Perceived company identity and identity attractiveness
II.
Consumer perceptions of company identity and their responses
o Bhattacharya & Sen (2003) argue that their research contributes to;
I.
consumer-brand congruity
II.
Formal versus informal membership contexts
III.
The implication of this new insight into managerial practices
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MKTG3509 Readings Summary, Semester 2 (2015)

Article 3: Algesheimer et. al (2005) (social influence brands have on consumers)

Name of Article: The Social Influence of Brand Community: Evidence from European Car Clubs
Author(s): Algesheimer et. al (2005)
Main Points:
o This paper develops a conceptual model of how different aspects of customers relationships with
the brand community influence their;
intentions and behaviours
community engagement,
negative consequences
o Chose the setting of European car clubs which are known to elicit high levels of emotion and
involvement in many consumers which is conducive to brand community participation
Contributions to Marketing Literature:
o The proposed that the consumers relationship with the car brand was an influential antecedent to
his or her identification with the brand community

WEEK 8 - CONSUMER CULTURES

Article 1: Belk (2013) (extended self digital worlds)

Name of Article: Extended Self in a Digital World

Author(s): Belk (2013)
Main Points:
o This paper is an extension to Belks (1988) work on possessions and the extended self, which in and
of itself was a seminal paper
o Belks work (1988; 2013) focusses on consumers and how they represent themselves through
objects or their possessions (1988)
o more recently, how this topic extends into the domain of virtuality in the digital worlds that now
surround us due to the increasing influence of the Internet in our lives (Belk, 2013)
o Three Categories of Extended Self;
I.
The body
II.
Internal processes, ideas, and experiences
III.
Those persons, places, and things to which one feels attached
o Basically it is said that possessions comprising the extended self-serve not only as cues for others
to form impressions about us but also as markers for individual and collective memory
Contributions to Marketing Literature:
o The idea of the extended self was first proposed by Belk in 1988 (cited in Belk, 2013)
o Long time had passed since Belks original publication (1988) on possessions and the extended self,
concerned about whether the ideology would stand now that we have personal computers

Article 2: Kozinets (2001) (culture of consumption)

Name of Article: Utopian Enterprise: Articulating the Meanings of Star Treks Culture of Consumption
Author(s): Kozinets (2001)
Main Points:
o completed a cultural and subcultural analysis of consumption meanings and practices in the
context of Star Trek
o Theoretical Foundations
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MKTG3509 Readings Summary, Semester 2 (2015)

Subcultures;
Acculturation
Self-selection; hierarchical structure

Article 3: Arnould & Thompson (2005) (review 20yrs of research on consumer culture theory)

Name of Article: Consumer Culture Theory (CCT): Twenty Years of Research

Author(s): Arnould & Thompson (2005)
Main Points:
o Twenty years of research addressing consumption as;
Sociocultural
Experiential
Symbolic
Ideological
Contributions to Marketing Literature:
o theoretical perspectives address the dynamic relationships between consumer actions, the
marketplace, and cultural meanings
rather than viewing culture as a fairly homogeneous system

WEEK 9 - RELATIONSHIP MARKETING

Article 1: Morgan & Hunt (1994) (the commitment-trust theory of relationship marketing)

Name of Article: The Commitment-Trust Theory of Relationship Marketing

Author(s): Morgan & Hunt (1994)
Main Points:
o Morgan and Hunt (1994) define relationship marketing as establishing, developing, and maintaining
successful relational exchanges which requires commitment and trust
o managing the relationship between the customer and the firm, and between other stakeholders
seen to be an important strategic marketing concern
o Four main types of relational exchanges were proposed by Morgan and Hunt (1994);
I.
Supplier partnerships
II.
Buyer partnerships
III.
Lateral partnerships
IV.
Internal partnerships
Contributions to Marketing Literature:
o Morgan and Hunt (1994) were among the first marketing academics to formalise the constructs of
commitment and trust into a holistic marketing theory
o Attention had shifted from not just attracting customers, but to retaining and managing customers.
o Essentially, Morgan and Hunt (1994) propose the key mediating variable model of relationship
marketing is commitment and trust.
Trust being: when one party has confidence in an exchange partners reliability & integrity

Article 2: Sirdeshmukh et. al (2002) (trust, value, and loyalty in relational exchanges)

Name of Article: Consumer Trust, Value, and Loyalty in Relational Exchanges

Author(s): Sirdeshmukh et. al (2002)
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MKTG3509 Readings Summary, Semester 2 (2015)

Main Points:
o highlight the importance of trust within the popularity and growth of relationship marketing
o concerned about the difference between trust and trustworthiness
o A focus on two dimensions here was paramount;
front line employee behaviours
management policies and practices
o Trustworthy Behaviours;
Operational Competence
Operational Benevolence
Problem-Solving Orientation
o They ultimately ask the question - What happens when we lose trust? Can firms regain trust?

Article 3: Price & Arnould (1999) (commercial friendships in a service provider-client context)

Name of Article: Commercial Friendships: Service Provider-Client Relationships in Context

Author(s): Price & Arnould (1999)
Main Points:
o customer intimacy is the backbone of a successful, rewarding relationship
o Types of Relationships and Friendships;
Instrumentality
Sociability
Reciprocity
o Factors Influencing Friendship Formation;
Structural factors
Individual factors
Situational factors
Dyadic factors
Contributions to Marketing Literature:
o This paper represents a shift from viewing customer to service provider exchanges as a generic
stakeholder category within relationship marketing to a specific type of relationship a friendship

WEEK 10 - CUSTOMER VALUE & MARKETING METRICS

Article 1: Reinartz & Kumar (2000) (customer profitability)

Name of Article: On the Profitability of Long-Life Customers in a Non-contractual Setting: An Empirical

Investigation and Implications for Marketing
Author(s): Reinartz & Kumar (2000)
Main Points:
o deals with the ways in which marketers estimate the financial value of customers to firms
o investigating the profitability of long-life customers in a non-contractual setting
o even though relationship marketing emphasises the need for maintaining long-term customer
relationships, marketing professionals must ask whether its beneficial for you to have customers
who is locked unwillingly into their contracts (ie governed by a contract or membership)
Contributions to Marketing Literature:
o The key emphasis here then is on relationships where the customer is not tied to the company,
either explicitly or implicitly
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MKTG3509 Readings Summary, Semester 2 (2015)

Article 2: Rust et. al (2004) (return on marketing)

Name of Article: Return on Marketing: Using Customer Equity to Focus Marketing Strategy
Author(s): Rust et. al (2004)
Main Points:
o Highlight the importance within strategic marketing for firms to estimate customer equity relative to
the expenses associated with customer relationship management
o Customer equity is seen as an aggregation of each customers customer lifetime value to the firm
within a given industry
o They believe that top management has too often viewed marketing expenditures as short-term costs
rather than long-term investments and as financially unaccountable
Contributions to Marketing Literature:
o a firms activities ultimately influence a return on marketing investment, via customer lifetime value
and other mediating variables

Article 3: Boulding et. al (2005) (customer relationship management)

Name of Article: A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and
Where to Go
Author(s): Boulding et. al (2005)
Main Points:
o summarises briefly a survey of relevant literature published on this topic
o The question we raise is whether the fields focus on CRM sheds light on the understanding of
customer and firm behaviour or whether it just creates more heat
Contributions to Marketing Literature:
o we predict a continued evolution in CRM as new ideas, technologies, and so forth, are integrated
into CRM activities

WEEK 11 - NEW PRODUCT DIFFUSION & INNOVATION

Article 1: Robertson & Gatignon (1986) (technology diffusion)

Name of Article: Competitive Effects on Technology Diffusion

Author(s): Robertson & Gatignon (1986)
Main Points:
o this topic is known as technology diffusion and largely sits within the product innovation literature
o This paper examines the competitive effects of technology diffusion, as well as new product
diffusion models and the emotional influences of early use of innovations
o During the 1980s and onward, there was an increasing interest amongst marketers regarding the
diffusion of such innovations and how competitive effects could affect this process
o Organizational level of technological diffusion and competitive effects
o This paper is founded on theories of competitive behaviour
o Supply-Side Factors Affecting Diffusion;
Competitiveness
Reputation
Technology Standardisation
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MKTG3509 Readings Summary, Semester 2 (2015)

Vertical Coordination
o Adopter Industry Structural Factors;
Industry heterogeneity
Competitive intensity
Demand Uncertainty
o Adopter Industry Communication Factors;
Signal frequency and clarity
Professionalism
Cosmopolitanism
Contributions to Marketing Literature:
o This research seeks to extend the extant conceptualization for research within marketing on the
diffusion of innovations
The objective is to derive an enriched model for the study of technological diffusion at the
organizational level
o A key conceptual contribution made by the authors is the extant diffusion paradigm, which
comprises relationships between innovation characteristics, organisation characteristics, and the
resultant adoption process

Article 2: Mahajan et. al (1990) (new product diffusion models in marketing)

Name of Article: New Product Diffusion Models in Marketing: A Review and Directions for Research
Author(s): Mahajan et. al (1990)
Main Points:
o As such, the diffusion process consists of four key elements;
Innovation
communication channels
time
the social system
o As a theory of communications, diffusion theorys main focus is on communication channels
o Models of Innovation Diffusion;
The Basic First-Purchase Diffusion Models
The Bass Model
o assumes that potential adopters of an innovation are influenced by two
means of communication (1) mass media and (2) word of mouth
Unbundling of Adopters
the adoption curve should have a normal distribution
Innovators versus Imitators
Diffusion Models from Individual Adoption Decisions
assumes that potential adopters are smart and are not just carriers of information

Article 3: Wood & Moreau (2006) (emotions related to the early use of innovations)

Name of Article: From Fear to Loathing? How Emotion Influences the Evaluation and Early Use of
Innovations
Author(s): Wood & Moreau (2006)

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MKTG3509 Readings Summary, Semester 2 (2015)

Main Points:
o Looks into the impact of emotional influences (such as fear and loathing) on consumers early use of
innovations
o Learning to use a new product can evoke;
an emotional response
independent of the emotions produced by the attributes
benefits of the product itself
o The E3 Model of Emotional Influence;
Visual representation of the E3 model of the influence of complexity expectations on
innovation evaluation and diffusion
Contributions to Marketing Literature:
o Proposed that the predictive power of traditional models of innovation adoption can be improved by
the addition of emotional responses

WEEK 12 - MARKETING ETHICS & CONSUMER POLICY

Article 1: MacInnis & de Mello (2005) (selling hope)

Name of Article: The Concept of Hope and Its Relevance to Product Evaluation and Choice
Author(s): MacInnis & de Mello (2005)
Main Points:
o a conceptual paper addressing the concept of hope and its relevance to consumers production
evaluations and subsequent choices
o The paper draws from consumer behaviour, marketing and public policy to understand the
dimensions of hope
o This research suggests that adoption is rarely a neutral process and that consumers can experience
strong emotions in the initial use of innovations
o This paper is founded on appraisal theory
According to appraisal theory, emotions are caused by a persons interpretation of a given
situation
emotions are responses to a persons interpretation or appraisals of the environment and
its relevance to goals
o Appraisal theorists suggest that people appraise their environment along several appraisal
dimensions;
goal congruency
personal agency
certainty
normative/moral compatibility
importance
o Goal-Congruency Dimension;
reflects the extent to which the environment is or is not conducive to goal fulfilment
environments appraised as goal congruent (incongruent) are evaluated as good or
desirable (bad) and evoke positive (negative) emotions
Contributions to Marketing Literature:
o hope is a positively valanced emotion whose intensity is a function of the extent to which a goalcongruent outcome is yearned for and appraised as uncertain but possible
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MKTG3509 Readings Summary, Semester 2 (2015)

Article 2: Mizerski (1995) (ethics of marketing to young children)

Name of Article: The Relationship Between Cartoon-Trade Character Recognition and Attitude toward
Product Category in Young Children
Author(s): Mizerski (1995)
Main Points:
o effect of cartoon trade characters on product recognition and attitude on a sample of children
o high levels of product and trade character recognition were found
o they believe that advertisers can convince children to like and desire practically any product
Contributions to Marketing Literature:
o adults-only product trade characters are readily recognized by kids as young as 3 years of age

Article 3: Smith & Cooper-Martin (1997) (ethics & target marketing: vulnerable consumers)

Name of Article: Ethics and Target Marketing: The Role of Product Harm and Consumer Vulnerability
Author(s): Smith & Cooper-Martin (1997)
Main Points:
o Target marketing might be the epitome of the marketing concept, however, it has been criticised as
unethical
o The paper raises concerns over what is ethical and unethical regarding a marketers actions and the
targeting of marketing to particular consumer groups
o Conceptual framework;
The key components of targeting strategies are the product and the target
criticism of targeting is related to two key factors;
perceived harmfulness of product
perceived vulnerability of target
Contributions to Marketing Literature:
o Proposed that target marketing has its limitations we must consider first whether our choice are
ethical or not.

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MKTG3509 Readings Summary, Semester 2 (2015)

CHRONOLOGICAL ORDERING OF ARTICLES

Author (Articles from Week 3 Onwards)
Shostack (1977) (emergence of services marketing)
Lovelock (1983) (classifying services)
Solomon et. al (1985) (Service Encounters)
Robertson & Gatignon (1986) (technology diffusion)
Kohli & Jaworski (1990) (market orientation)
Bitner (1990) (evaluating service encounters)
Mahajan et. al (1990) (new product diffusion models in marketing)
Bitner (1992) (servicescapes: physical surroundings)
Keller (1993) (customer-based brand equity)
Day (1994) (firm capabilities)
Morgan & Hunt (1994) (the commitment-trust theory of relationship marketing)
Narver (1995) (learning organisation oriented)
Mizerski (1995) (ethics of marketing to young children)
Smith & Cooper-Martin (1997) (ethics & target marketing: vulnerable consumers)
Erdem & Swait (1998) (evaluating brand equity)
Price & Arnould (1999) (commercial friendships in a service provider-client context)
Reinartz & Kumar (2000) (customer profitability)
Kozinets (2001) (culture of consumption)
McAlexander et. al (2002) (building brand community)
Sirdeshmukh et. al (2002) (trust, value, and loyalty in relational exchanges)
Brown et. al (2003) (retro branding and brand meaning)
Bhattacharya & Sen (2003) (consumers identify with companies and build relationships)
Vargo & Lusch (2004) (new service dominant logic)
Rust et. al (2004) (return on marketing)
Algesheimer et. al (2005) (social influence brands have on consumers)
Arnould & Thompson (2005) (review 20yrs of research on consumer culture theory)
Boulding et. al (2005) (customer relationship management)
MacInnis & de Mello (2005) (selling hope)
Wood & Moreau (2006) (emotions related to the early use of innovations)
Belk (2013) (extended self digital worlds)

16

Year
1977
1983
1985
1986
1990
1990
1990
1992
1993
1994
1994
1995
1995
1997
1998
1999
2000
2001
2002
2002
2003
2003
2004
2004
2005
2005
2005
2005
2006
2013