Do you believe that this proposal should be modified to ensure consumer autonomy? If yes, how?
This work was done in pairs. The partner had to: First, read the following paper: Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of consumer Research, 35(3), 472-482. Next, select a societal or environmental cause, and a brand/company that can address it. This by using the technique described in Goldstein et al. (2008), briefly describe a proposal for selected company/brand that will allow them to implement a change to address selected societal or environmental cause. Partner answer: GlobalGiving – to collect funding that will be donated to nonprofits and charity activities – should activate people’s identities as socially concerned individuals by providing explicit descripting norm messages relative to the industry standard. For instance, they should display normative posters and flyers with the message “join your fellow citizens in helping our friends in Ukraine. During the month of February 2022, 70% of all the EU citizens participated in our activities and 5,000,000€ were donated to those in need. You can join by donating just 1€ via PayPal, just scan this QR code” Instructions: Review the brief proposal submitted by your partner. Insert the proposal below, and answer the following question. 1. Evaluate the proposal from the point of view of consumer autonomy. Do you believe that this proposal should be modified to ensure consumer autonomy? If yes, how? (250 words max) The work should contain some of the following references: Doing well while doing good? An integrative review of marketing criticism and response in Journal of Business Research Article by Verena E. Stoeckl; Marius K. Luedicke 12/2015 Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity in Journal of Consumer Research Article by Markus Giesler; Ela Veresiu 01/10/2014 A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels in Journal of Consumer Research Article by Noah J. Goldstein; Robert B. Cialdini; Vladas Griskevicius 10/2008 Essential Consumer behavior: buying, having, and being, global edition Book by Michael R. Solomon 2019 Rejected, Shackled, and Alone: The Impact of Systemic Restricted Choice on Minority Consumers’ Construction of Self in Journal of Consumer Research Article by Sterling A. Bone; Glenn L. Christensen; Jerome D. Williams 01/08/2014 Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of BrandCause Fit in Cause-Related Marketing Abstract in Journal of Advertising Article by Xiaoli Nan and Kwangjun Heo 2007 Brand credibility in cause?related marketing: the moderating role of consumer values in Journal of Product & Brand Management Article by Enrique Bigné?Alcañiz, Rafael Currás?Pérez, Isabel Sánchez?García Green marketing’ functions in building corporate image in the retail setting in Journal of Business Research Article by Eunju Ko; Yoo Kyung Hwang; Eun Young Kim 10/2013 The company?cause?customer fit decision in cause?related marketing in Journal of consumer marketing. Article by Gupta, S., & Pirsch, J. 2006 Antecedents of consumers’ citizenship behaviour towards organic foods in Journal of Consumer Behaviour Article by Tao?Sheng Chiu; Jaime Ortiz; Wen?Hai Chih; Li?Chin Pang; Jiun?Jen Huang 07/2019 Material Parenting: How the Use of Goods in Parenting Fosters Materialism in the Next Generation in Journal of Consumer Research Article by Marsha L. Richins; Lan Nguyen Chaplin 01/04/2015 Autonomy as license to operate: Establishing the internal and external conditions of informed choice in marketing in Marketing Theory Article by Thomas Anker 12/2020 Sex doesn’t sell any more, activism does. And don’t the big brands know it in Guardian Article by Alex Holder 03/02/2017 A social media ‘blackout’ enthralled Instagram. But did it do anything? Webpage
