Sea-changes in society, technology, consumer expectations and our understanding of behavioral economics have caused us to rethink our understanding of the scope of knowledge required to navigate, analyze and shape consumer behavior.
You hold in your hand a field guide for this adventure. Ron Hill and Cait Lamberton have gathered together the very top professors from around the world and invited them to share the beliefs, practices and wisdom that they have developed and honed across years and contexts.
Each of these luminaries shares personal stories and deep insights about the way that not only business works, but the way we, ourselves, navigate the world. These short contributions are contained in eight "destinations" that showcase overlapping and essential topics, ranging from technology to subsistence marketplaces, followed by unique questions that are answered by the material provided. The research described has helped the field understand the central role of exchange in marketing relationships, and how product features, pricing strategies, delivery mechanism and various communication modalities create or fail to produce functioning marketplaces around the world. In addition, it reminds us all of the need to continue to learn, to grow, and to share our knowledge – in whatever corner of the marketing world we find ourselves.
Table of Contents
INTRODUCTION, DESTINATION #1: Research and Technology, Entry #1 How do you stay on trend amidst the always-evolving world of digital marketing? Andrew T. Stephen, Entry #2 What role might bioscience play in helping us deepen our understanding of – and intervention in – human behavior? Joseph W. Alba, Entry #3 How can we conduct research that truly furthers our understanding of diversity, rather than reinforcing old models? Jerome D. Williams, Entry #4 How can you use models in a meaningful way for your market? Greg Allenby, Entry #5 Does "big data" have the right answers? Ronald Paul Hill, Entry #6 How can you capture data that reflects complex life decisions? Fred M. Feinberg, Entry #7 What are consumers’ interactions with the Internet of Things and how does it affect marketing? Donna L. Hoffman, DESTINATION #2: Target Markets and Consumer Behavior, Entry #8 Who are your consumers (really)? Americus Reed II, Entry #9 How can you get to know the true identity of your target market? Craig J. Thompson, Entry #10 What role does intuition play in consumers’ decisions? Rebecca Walker Reczek, Entry #11 Why does obligation play into consumers’ behaviors and how can you prepare accordingly? Raj Raghunathan, Entry #12 How can the sense of touch help you increase purchases and the price consumers are willing to pay?Joann Peck, Entry #13 Did you smell that? How scent affects the consumer experience. Maureen Morrin, Entry #14 How do you engage low-literate, low-income consumers and entrepreneurs in the marketplace? Madhu Viswanathan, DESTINATION #3: Branding, Entry #15 How do attitudes affect brands? Richard J. Lutz, Entry #16 How can you strengthen communication effects to better your brand? Kevin Lane Keller, Entry #17 How can marketers foster brand attachment? Andreas Eisingerich, Deborah J. MacInnis, and C. Whan Park, Entry #18 When does your positional advantage pose challenges to success? Rebecca J. Slotegraaf, Entry #19 How does your advertising affect consumers? Charles R. Taylor, Entry #20 How can you use your brand to help your consumers live better lives? Deborah Roedder John, Entry #21 Why hire someone who does not fit consumers’ stereotypes? Valerie S. Folkes, DESTINATION #4: Enhancing the Marketplace, Entry #22 Price competition, attraction effects, and line-extension effects: What are their hidden returns? Timothy B. Heath, Entry #23 What makes a new product successful? Donald R. Lehmann, Entry #24 What are the consequences for remedying risk? Lisa E. Bolton, Entry #25 Why do business relationships often fail and how can you turn that trend around? Sandy D. Jap, Entry #26 Is it better for us (and our consumers) to make decisions together or alone? Cait Lamberton, Entry #27 What steps can you take to create an inclusive marketplace? Sonya A. Grier, Entry #28 How can looking at the whole picture help you serve customers? Michael K. Brady, DESTINATION #5: Customer Satisfaction, Entry #29 What do customers really want? Michael Norton, Entry #30 How do marketers bring back the voice of the customer? Kelly D. Martin, Entry #31 How does satisficing and justifying amongst consumers affect marketing? James W. Gentry, Entry #32 How can you better predict future consumer preferences when consumers often have trouble doing so? Rebecca Hamilton, Entry #33 How do your prices actually affect consumers? Ryan Hamilton, Entry #34 How do you create the ultimate customer experience? Kay Lemon, Entry #35 How do you measure service quality? Valarie A. Zeithaml, DESTINATION #6: Consumer Wellbeing, Entry #36 How can marketing spark change in consumer health? Cornelia (Connie) Pechmann, Entry #37 What is the best strategy to employ when conducting healthy food marketing? Pierre Chandon, Entry #38 How does price influence food decision making? Kelly L. Haws, Entry #39 What factors influence over-consumption and how can marketers use this information to improve customers’ wellbeing? Maura L. Scott, Entry #40 How do female mannequins impact consumers? Jennifer J. Argo, Entry #41 How can marketing make prevention education effective? J. Craig Andrews, DESTINATION #7: Motivating Change, Entry #42 How can you influence change and innovation? Stacy Wood, Entry #43 What role do consequences play in motivating consumers? George Loewenstein, Entry #44 How can you enhance consumer persuasion? Punam A. Keller, Entry #45 How can you use negative associations to motivate consumers? Katherine White, Entry #46 How can you tap into consumers’ surroundings to influence their actions? Juliano Laran, Entry #47 Does consumers’ photo taking enrich or impoverish experience? Gal Zauberman, Kristin Diehl, and Alix Barasch, Entry #48 What can you do to stay motivated throughout your career? By Brian Wansink, DESTINATION #8: Marketing and the World at Large, Entry #49 What does wisdom entail and how can it make you a better marketer? David Glen Mick, Entry #50 How is collaboration beneficial to you and your business? Julie L. Ozanne and Lucie K. Ozanne, Entry #51 How can you employ macromarketing to better your business? Clifford J. Shultz, II, Entry #52 How is sustainability changing the marketing world? CB Bhattacharya, Entry #53 How does climate determine consumption and culture? Jagdish Sheth, Entry #54 How can you help children navigate market messages as technology progresses? Lan Nguyen Chaplin, Entry #55 What should students learn about marketing? Leigh McAlister, CLOSING REMARKS, Index
Ronald Paul Hill, Ph.D. in business administration from the University of Maryland, holds the Visiting Lindner-Gambal Professorship of Business Ethics, George Washington University School of Business. He has authored over 200 journal articles, books, chapters, and conference papers on topics that include impoverished consumer behavior, marketing ethics, corporate social responsibility, human development, and public policy.
Cait Lamberton is Associate Professor and Ben L. Fryrear Chair in Marketing at the University of Pittsburgh’s Katz Graduate School of Business, where she researches and teaches consumer behavior and applied behavioral economics at the MBA and Ph.D. levels, in addition to providing consulting services in both government and the private sector.
Jennifer Swartz is a full-time MBA student at George Washington University with a focus on operations, strategy, and brand management. Prior to George Washington, she worked in Corporate Communications at Marsh & McLennan Agency in San Diego, overseeing various aspects of digital media strategy, branding, public relations, and non-profit fundraising efforts.
"Mapping Out Marketing proves something that I would never have believed: academic writing can be interesting! The unique format forces the very best minds in marketing to ruthlessly cut to the chase and share their most novel and impactful ideas." - Michael Norton, Harvard Business School
"A very innovative and refreshing way to distill a wide range of topics in marketing! Each article in 500 words is better than the Cliff notes." - Jagdish N. Sheth, Charles Kellstadt Professor of Marketing, Emory University