Continuing to Broaden the Marketing Concept

ISBN: 978-1-78754-825-1, eISBN: 978-1-78754-824-4

ISSN: 1548-6435

Publication date: 17 September 2020


(2020), "Prelims", Iacobucci, D. (Ed.) Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), Emerald Publishing Limited, Bingley, pp. i-xxvii.



Emerald Publishing Limited

Copyright © 2020 Emerald Publishing Limited

Half title page

Continuing to Broaden the Marketing Concept

Series title page

Review of Marketing Research

Editor-in-Chief: Naresh K. Malhotra

Editorial Advisory Board

Rick P. Bagozzi
University of Michigan, USA
Russell Belk
York University, Canada
Ruth Bolton
Arizona State University, USA
George Day
University of Pennsylvania, USA
Dhruv Grewal
Babson College, USA
Michael Houston
University of Minnesota, USA
G. Tomas M. Hult
Michigan State University, USA
Shelby Hunt
Texas Tech University, USA
Dawn Iacobucci
Vanderbilt University, USA
Barbara Kahn
University of Pennsylvania, USA
Wagner Kamakura
Rice University, USA
V. Kumar
Georgia State University, USA
Donald Lehmann
Columbia University, USA
Debbie MacInnis
University of Southern California, USA
Kent B. Monroe
University of Illinois, USA
Nelson Ndubisi
King Fahd University of Petroleum & Minerals, Saudi Arabia
A. Parasuraman
University of Miami, USA
William Perreault
University of North Carolina, USA
Robert A. Peterson
University of Texas, USA
Jagmohan S. Raju
University of Pennsylvania, USA
Vithala Rao
Cornell University, USA
Aric Rindfleisch
University of Illinois, USA
Jagdish N. Sheth
Emory University, USA
Itamar Simonson
Stanford University, USA
David Stewart
Loyola Marymount University, USA
Texas A&M University, USA
Stephen L. Vargo
University of Hawaii, USA
Michel Wedel
University of Maryland, USA
Manjit Yadav
Texas A&M University, USA

Title Page

Review of Marketing Research Volume 17

Continuing to Broaden the Marketing Concept

Making the World a Better Place

Edited by

Dawn Iacobucci

Owen Graduate School of Management, Vanderbilt University, USA

United Kingdom – North America – Japan India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2020

Copyright © 2020 Emerald Publishing Limited

Reprints and permissions service


No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78754-825-1 (Print)

ISBN: 978-1-78754-824-4 (Online)

ISBN: 978-1-78754-826-8 (Epub)

ISSN: 1548-6435


To Philip Kotler and Sidney Levy for their inspirational 1969 Journal of Marketing article, “Broadening the Marketing Concept,” and for their visionary leadership, intelligence, humility, and kindness.

About the Editor-in-Chief

Dr. Naresh K. Malhotra was selected as a Marketing Legend in 2010 and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who's Who in America continuously since 1997 and in Who's Who in the World since 2000. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who's Who. He has several top (number one) research rankings that have been published. He is a highly cited author with more than 60,000 Google Scholar Citations.

List of Contributors

Richard Bagozzi (Marketing, Ross School of Business, University of Michigan, USA)

David E. Bell (Marketing, Harvard Business School, Harvard University, USA)

Ziv Carmon (Marketing, INSEAD, Singapore)

Mayukh Dass (Marketing, Texas Tech University, USA)

Xavier Drèze (Marketing, Anderson School of Management, UCLA, USA)

Rhett Epler (Marketing, College of Business, University of Wyoming, USA)

Fred M. Feinberg (Marketing, University of Michigan, USA)

Monique A. Fleming (Psychology, University of Southern California, USA)

Marcelo L. D. S. Gabriel (Management, University Ibirapuera, UNIB, São Paulo, Brazil)

Dominique M. Hanssens (Marketing, Anderson School of Management, UCLA, USA)

Wayne D. Hoyer (Marketing, McCombs School of Business, University of Texas at Austin, USA)

Christopher K. Hsee (Marketing, Booth School of Business, University of Chicago, USA)

Dawn Iacobucci (Marketing, Owen Graduate School of Management, Vanderbilt University, USA)

Harley Krohmer (Institute of Marketing and Management, University of Bern, Switzerland)

Kavita Miadaira Hamza (Marketing & Sustainability, School of Economics, Business and Accounting, Universidade de São Paulo, Brazil)

Md. Tarique Newaz (Marketing, Texas Tech University, USA)

Mark Peterson (Marketing, College of Business, University of Wyoming, USA)

Joseph R. Priester (Marketing, Marshall School of Business, University of Southern California, USA)

Brian T. Ratchford (Marketing, Naveen Jindal School of Management, University of Texas at Dallas, USA)

Srinivas K. Reddy (Marketing, Singapore Management University, Singapore)

David Reibstein (Marketing, Wharton, University of Pennsylvania, USA)

Mehrnoosh Reshadi (Marketing, Texas Tech University, USA)

Bowen Ruan (Marketing, University of Iowa, USA)

Matthew J. Schneider (Decision Sciences, LeBow College of Business, Drexel University, USA)

Itamar Simonson (Marketing, Graduate School of Business, Stanford University, USA)

Joel H. Steckel (Marketing, Stern School of Business, New York University, USA)

Dana Turjeman (Marketing, University of Michigan, USA)

Yoram (Jerry) Wind (Marketing, Wharton, University of Pennsylvania, USA)

Haiyang Yang (Marketing, Carey Business School, Johns Hopkins University, USA)

Eric Yorkston (Marketing, Neeley School of Business, Texas Christian University, USA)

About the Contributors

Richard Bagozzi is the Dwight F. Benton Professor of Behavioral Science in Management at the Ross School of Business, the University of Michigan. A graduate of the PhD program at Northwestern University, Professor Bagozzi holds honoris causae from the University of Lausanne, Switzerland, Antwerp University, Belgian, and the Norwegian School of Economics.

David E. Bell is a Professor at Harvard Business School where he is chairman of the marketing department and head of the Agribusiness program. David has published many articles on decision-making, especially methodologies for capturing preferences. Born in Yorkshire he still avidly follows cricket and the Doncaster Rovers.

Ziv Carmon is Dean of Research and Alfred H. Heineken Chaired Professor of Marketing at INSEAD. He studies judgment and decision-making and its public policy, strategic, and tactical implications. He has published in the leading academic marketing and decision-making journals and received a variety of research awards.

Mayukh Dass is the Associate Dean of Graduate Programs and Research and J.B. Hoskins Professor of Marketing at the Rawls College of Business, Texas Tech University. His current research interests include strategic marketing alliances, digital firm strategies, and applications of artificial intelligence in businesses.

Xavier Drèze was a Professor of Marketing at UCLA's Anderson School of Management. His work has been published in numerous outlets including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and Harvard Business Review. Dr. Drèze died on February 20, 2012; he is sorely missed.

Rhett Epler is a doctoral student in marketing at the University of Wyoming. He is interested in researching phenomena related to sales and entrepreneurship. He is an author of Outlaw Women: Prison, Rural Violence, and Poverty on the New American Frontier.

Fred M. Feinberg is Handleman Professor of Marketing and Professor of Statistics, University of Michigan. His research examines choices people make in uncertain environments, via Bayesian statistics, discrete choice models, and dynamic programming. He currently serves as President, INFORMS Society for Marketing Science, and Co-Editor, Production, and Operations Management.

Monique A. Fleming is a Research Scientist at the University of Southern California, Dornsife Department of Psychology. Her research explores attitudes and persuasion, social identity, and well-being. She received her undergraduate degree from Stanford University and her PhD from the Ohio State University and has published in Psychology and Marketing journals.

Marcelo L. D. S. Gabriel is a full professor on the Graduate Program in Management at Universidade Ibirapuera in São Paulo, Brazil. He received his PhD in Science, Technology, and Education at the Universidade Estadual de Campinas. His research includes Sustainable Production and Consumption, Green Consumer Behavior, and Multivariate Data Analysis.

Kavita Miadaira Hamza is an Assistant Professor (PhD) from the Business Department at FEA-USP (School of Economics, Business and Accounting at Universidade de São Paulo). Her expertise is in marketing, with a focus on sustainability and ethics, sustainable consumption, sustainability labels, selective waste collection, and product portfolio adaption toward sustainability.

Dominique M. Hanssens is a Distinguished Research Professor of Marketing at the UCLA Anderson School of Management. He served as an Executive Director of the Marketing Science Institute (2005–2007) and as President of the INFORMS Society for Marketing Science (2015–2017). His research focuses on strategic marketing problems, in particular marketing productivity, to which he applies his expertise in econometrics and time-series analysis.

Wayne D. Hoyer holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise in the McCombs School of Business at the University of Texas at Austin. His research interests include consumer information processing and decision-making, cause-related marketing, branding, and advertising information processing. He has published over 100 articles in academic marketing journals and co-authored the textbook, Consumer Behavior (7e) with MacInnis and Pieters.

Christopher K. Hsee is Theodore O. Yntema Professor at Chicago Booth. A recipient of the Distinguished Scientific Contribution Award from the Society for Consumer Psychology, a fellow of the Association for Psychological Science, and a past President of the Society for Judgment and Decision-Making, Hsee studies decision-making, happiness, and consumer behavior.

Dawn Iacobucci is a Professor of Marketing at Vanderbilt, previously Kellogg and Wharton. Her research examines networks and statistical methodology, published in top marketing and psych journals. She edited Journal of Consumer Research and Journal of Consumer Psychology and authored Marketing Management, Marketing Models, Mediation Analysis, and Marketing Research with Churchill.

Prof. Dr. Harley Krohmer is an executive director of the Institute of Marketing and Management at the University of Bern in Switzerland. His research interests include marketing strategy, digital business, branding, and pricing. He is also founder and president of Academic Alpha, an asset management firm that develops research-based investment concepts.

Md. Tarique Newaz is a doctoral candidate in Marketing and Supply Chain Management Area at Rawls College of Business, Texas Tech University, USA He has earned his MMR from Southern Illinois University Edwardsville and MBA from University of Dhaka. He has several years of professional experience in the telecom sector.

Mark Peterson is a Professor of Marketing and Sustainable Business Practices at the University of Wyoming. He served as editor of the Journal of Macromarketing from 2016 to 2019. He is author of the book Sustainable Marketing.

Joseph R. Priester is an Associate Professor of Marketing and Psychology at the University of Southern California. He has published in and served as Associate Editor of Marketing and Psychology journals. He is a fellow of the Society of Experimental Social Psychology and past president of the Society for Consumer Psychology.

Brian T. Ratchford is Charles and Nancy Davidson Chair in Marketing at the University of Texas at Dallas. His research focuses on economics applied to consumer behavior, information economics, marketing productivity, marketing research, and electronic commerce. He is a fellow of the INFORMS Society for Marketing Science. He has published extensively in leading marketing journals, and he is currently editor of Journal of Interactive Marketing.

Dr. Srinivas K. Reddy is a Professor of Marketing and Director, Center for Marketing Excellence, and LVMH-SMU Luxury Brand Initiative, LKCSB, Singapore Management University. He served as the Associate Dean of MBA and EMBA programs. He was on the faculties of NYU, Columbia University, UCLA, University of Georgia, and Stanford Business School.

David Reibstein is the William S. Woodside Professor of Marketing at the Wharton School, University of Pennsylvania, previously a professor at Harvard Business School, and a visiting professor at Stanford and INSEAD. He is the former Vice-Dean of the Wharton School, Dean of the Wharton Graduate Division, former chairman of the American Marketing Association, and Executive Director of the Marketing Science Institute.

Mehrnoosh Reshadi is a doctoral student in Marketing and Supply Chain Management Area at Rawls College of Business, Texas Tech University, USA She has previously obtained her MBA from Case Western Reserve University. Her research interests focus on the intersection of technology and marketing, including technology adoption and technology implementation.

Bowen Ruan is an Assistant Professor of marketing at the University of Iowa. He is interested in various kinds of consumer desires and their motivational and hedonic consequences. His research topics include curiosity, gamification, (im)patience, and product ownership.

Matthew J. Schneider is a Professor of Business Analytics at LeBow College of Business, Drexel University, and previously a professor at Northwestern University. His research develops data protection methodologies for real-world data to protect consumer privacy. He has a PhD in Statistics from Cornell, an MS in Public Policy from Carnegie Mellon, and a BS in Quantitative Economics from the US. Naval Academy.

Itamar Simonson is the Sebastian S. Kresge Professor of Marketing at the Graduate School of Business, Stanford University. Itamar has published numerous articles in leading marketing and decision-making journals, primarily in the areas of buyer decision-making, marketing research, consumer choice, surveys, and marketing management. He has won many awards for his research.

Joel H. Steckel is a Professor of Marketing and the Vice Dean for Doctoral Education at NYU's Stern School of Business. Professor Steckel is the author of the recent acclaimed Shift Ahead: How to Stay Relevant in a Fast Changing World. He has published articles in marketing, statistics, psychology, and the law. He was the founding president of the INFORMS Society on Marketing Science.

Dana Turjeman is a PhD Candidate in Quantitative Marketing, University of Michigan. Her research focuses on the intersection between privacy and customer behavior. She develops quantitative methods, in the domains of causal inference, machine learning, and statistical modeling, in order to answer substantive questions in these topics.

Yoram (Jerry) Wind joined Wharton in 1967 with a doctorate from Stanford. He is the Lauder Professor Emeritus and Professor of marketing. He edited top marketing journals, published over 25 books, received the 4 major marketing awards, and was selected as one of the original Legends in Marketing, with an 8-volume anthology published by Sage. He is an active consultant and board member of profit and nonprofit organizations and is the co-founder of the Purple Project for Democracy.

Haiyang Yang is an Assistant Professor at the Johns Hopkins University. His research has appeared in leading marketing and psychology journals. He has served on the Editorial Review Board of the Journal of Consumer Research and received many recognitions including the Best Competitive Paper Award from the Association for Consumer Research.

Eric Yorkston is an Associate Professor of Marketing at the Neeley School of Business at Texas Christian University (TCU), a Visiting Associate Professor at the Rady School of Business, UCSD, and the Executive Officer for the Society for Consumer Psychology. His research has been featured in Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research and Journal of Advertising, and The New Yorker.


I am grateful to Naresh Malhotra, first, for creating the Review of Marketing Research series and for being such an excellent steward of the collections. I don't know how he has time to manage everything given his world travels to help people all over the world through his missions. I would like to also heartily thank our stellar line-up of reviewers for their encouragement and helpful insights about the chapters contained in the current volume: Moty Amar, Colin Campbell, Darren Dahl, Adam Duhachek, Hubert Gatignon, Geraldine Henderson, Marilyn Liebrenz-Himes, Piyush Kumar, James Oakley, Deidre Popovich, Ayalla Ruvio, Matthew J. Schneider, and Jim Walsh. Thank you all for your time and your smarts!

Editor-in-Chief Introduction


Review of Marketing Research, now in its 17th volume, is a publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. The first 16 volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics. The response to the first 16 volumes has been truly gratifying and we look forward to the impact of the 17th volume with great anticipation.

Publication Mission

The purpose of this series is to provide current, comprehensive, state-of-the-art articles in review of marketing research. Wide-ranging paradigmatic or theoretical or substantive agendas are appropriate for this publication. This includes a wide range of theoretical perspectives, paradigms, data (qualitative, survey, experimental, ethnographic, secondary, etc.), and topics related to the study and explanation of marketing-related phenomenon. We reflect an eclectic mixture of theory, data, and research methods that is indicative of a publication driven by important theoretical and substantive problems. We seek studies that make important theoretical, substantive, empirical, methodological, measurement, and modeling contributions. Any topic that fits under the broad area of “marketing research” is relevant. In short, our mission is to publish the best reviews in the discipline.

Thus, this publication bridges the gap left by current marketing research publications. Current marketing research publications such as the Journal of Marketing Research (USA), International Journal of Marketing Research (UK), and International Journal of Research in Marketing (Europe) publish academic articles with a major constraint on the length. In contrast, Review of Marketing Research can publish much longer articles that are not only theoretically rigorous but also more expository, with a focus on implementing new marketing research concepts and procedures. This also serves to distinguish this publication from Marketing Research magazine published by the American Marketing Association (AMA).

Articles in Review of Marketing Research should address the following issues:

  • Critically review the existing literature

  • Summarize what we know about the subject—key findings

  • Present the main theories and frameworks

  • Review and give an exposition of key methodologies

  • Identify the gaps in literature

  • Present empirical studies (for empirical papers only)

  • Discuss emerging trends and issues

  • Focus on international developments

  • Suggest directions for future theory development and testing

  • Recommend guidelines for implementing new procedures and concepts

A Focus on Special Issues

In more recent years, Review of Marketing Research has a focus on special issues realizing that this is one of the best ways to impact marketing scholarship in a specific area. The volume editors of all of the special issues have been top scholars. These special issues have focused on the following topics.

Volume, Year Topic Volume Editors
8, 2011 Marketing Legends Naresh K. Malhotra
9, 2012 Toward a Better Understanding of the Role of Value in Markets and Marketing Stephen L. Vargo and Robert F. Lusch
10, 2013 Regular Volume Naresh K. Malhotra
11, 2014 Shopper Marketing and the Role of In-Store Marketing Dhruv Grewal, Anne L. Roggeveen, and Jens NordfÄlt
12, 2015 Brand Meaning Management Deborah J. Macinnis and C. Whan Park
13, 2016 Marketing in and for a Sustainable Society Naresh K. Malhotra
14, 2017 Qualitative Consumer Research Russell W. Belk
15, 2018 Innovation and Strategy Rajan Varadarajan and Satish Jayachandran
16, 2019 Marketing in a Digital World Aric Rindfleisch and Alan J. Malter
17, 2020 Continuing to Broaden the Marketing Concept: Making the World a Better Place Dawn Iacobucci

This Volume

I normally provide an overview of the chapters in the current issue of Review of Marketing Research. However, as Dawn Iacobucci has done an excellent job of doing that, I will refer the reader to her introduction. As a discipline matures, it should not only deepen its roots but also expand its outreach. It was this thinking that led to the issue you are holding in your hand. It contains a diverse set of thought-provoking articles contributed by some of our leading scholars. This volume is divided in five parts. It begins with a single article proposing marketing and consumer behavior be communicated through graphic art via comics. Part 2 features three chapters that show how marketing can contribute to politics, even as practiced in the strongest democracy of the world that is the United States of America. Part 3 addresses a range of salient issues confronting us such as the retirement planning crisis, social marketing causes, global food security, pervasiveness of data and data collection, and the use of bidding data to determine price points. Part 4 presents new perspectives on affect and cognition discussing happiness, knowledge type preference, creativity, and curiosity. The final part contains two chapters on environmental sustainability and complements an earlier volume that focused on Marketing in and for a Sustainable Society (volume 13 published in 2016).

Together these chapters lead to new insights, approaches, domains, and directions for research on marketing. It is hoped that collectively the chapters in this volume will substantially aid our efforts to deepen our roots as well as expand our domain by providing innovative and creative perspectives. I thank Dawn for such an outstanding volume. The Review of Marketing Research continues its mission of systematically analyzing and presenting accumulated knowledge in the field of marketing as well as influencing future research by identifying areas that merit the attention of researcher.

Naresh K. Malhotra