Theory and research in marketing is an important aspect of the discipline that includes investigating the consequences of managerial and consumer action on society. More broadly, it includes research into the consequences flowing from how entire marketing systems and ideologies are organised in an economy.
Our research into social marketing tackles large social problems such as poverty, health, sustainability and economic crises. It includes work done in advanced as well as developing economies.
Key areas of research under this theme include:
- consumer culture
- consumer regulations
- consumption restrictions
- ethics and responsibility
- market alienation
- product safety
- quality of life
- social exclusion
Our research in social marketing has been published in several A* and A ranked journals.
Recent papers and research projects
Authors: Jimmy Wong, Monash Business School
Joshua D. Newton, Monash Business School
Fiona J. Newton, Monash Business School
This study examined whether individual-level cultural orientation and the psychological state of feeling powerful interact to influence preference for volunteer or self-indulgent holiday packages. Results from a study involving 466 participants revealed that intentions to purchase a holiday package were greater among those who had been primed to feel powerful, supporting the notion that power increases an individual's tendency to take action. Nevertheless, the holiday packages that powerful participants chose varied as a function of their individual-level cultural orientation. Specifically, when primed to feel powerful, vertical individualists exhibited a distinct preference for a self-indulgent holiday package whereas horizontal collectivists preferred a volunteer holiday package. These findings indicate that preference for volunteer or self-indulgent holidays arises from the confluence of individual level cultural orientation (which shapes goal meaning) and power (which influences goal pursuit).