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1 – 7 of 7Michael Mackert, Marie Guadagno, Amanda Mabry and Lindsay Chilek
The aim of this paper is to call for an increased focus on the ethics of direct-to-consumer (DTC) prescription drug advertising. This is important, not only to improve DTC…
Abstract
Purpose
The aim of this paper is to call for an increased focus on the ethics of direct-to-consumer (DTC) prescription drug advertising. This is important, not only to improve DTC prescription drug advertising, but also to inform DTC advertising of future medical advances.
Design/methodology/approach
This conceptual paper discusses two examples of medical advances – personal genetic testing services and surgically implanted medical devices – to explain how investigating the research of DTC prescription drug advertising can set the stage for more ethical advertising of future medical advances.
Findings
Specific issues related to health literacy, at-risk populations impacted by health disparities, and medicalization of issues common to aging relate to the DTC advertising of prescription drugs and other medical advances. Creative approaches to investigating these issues in the context of prescription drug advertising can enrich the debate about drug advertising, but also prepare researchers, policymakers, and consumers for future advertising of new medical developments.
Originality/value
The value of this paper is its call for increased focus on the ethics of DTC prescription drug advertising, to improve the current marketing environment but also lay the foundation for other healthcare marketing in the future.
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Vincent Cicchirillo and Amanda Mabry
– The purpose of this paper is to understand how healthy eating involvement (HEI) impacts the evaluations of branded food advergames.
Abstract
Purpose
The purpose of this paper is to understand how healthy eating involvement (HEI) impacts the evaluations of branded food advergames.
Design/methodology/approach
This paper invokes the elaboration likelihood model and reactance theory to explain the effects of different levels of brand integration within a food advergame on individuals with different reported levels of HEI. Undergraduate students were assigned (non-random) to play one of three different advergames with varying levels of brand integration. Furthermore, participant’s health involvement was measured and incorporated as a moderating variable on brand and advergame attitudes. Regression analyses were used to analyze the data.
Findings
The results showed significant interaction effects between HEI levels and level of brand advergame integration. Individuals with higher levels of HEI showed more negative attitudes toward the brand and game when integration was high. However, lower levels of brand advergame integration resulted in positive effects among lower HEI individuals.
Research limitations/implications
Limitations of this research are that gamer experience was not measured prior to game play. Also, that no control of advergame playing time was conducted. However, a manipulation check was conducted. Future research should examine the impact of healthy advergames on individual’s reactions and information processing.
Practical implications
Editors and creators of advergames must be more aware of the impact that branded items have within a gaming situation. Individuals may not always positively evaluate the brand integrated within a fun online environment. Furthermore, better consumer targeting will likely lead to higher message acceptance based upon individuals levels of self-congruency with that message.
Originality/value
This study provides needed examination of contextual and individual level variables in responses to advergaming content.
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Summer Suzanne Shelton, Amanda S. Bradshaw, Matthew Cretul and Debbie Treise
Plus-size women represent a large consumer segment that has grown in popularity with the fashion industry, retailers and advertisers. Despite advancements in clothing availability…
Abstract
Purpose
Plus-size women represent a large consumer segment that has grown in popularity with the fashion industry, retailers and advertisers. Despite advancements in clothing availability for plus-sized women, the shopping experience for these women (compared with that of straight-size women) often still falls short. The current experience leaves plus-sized women feel like a second-class, minority group despite the fact that the majority of women in USA are considered plus-size. The purpose of this study was to assess how US-based, value- and mid-market online clothing retailers position their plus-size female clothing sections in their site navigation.
Design/methodology/approach
This study assessed the websites of N = 68 popular plus- and straight-sized US-based, value- and mid-market retailers to evaluate the placement of, and options available in, their plus-sized clothing sections.
Findings
Findings revealed that the majority of retailers completely separated out the plus-sized section from the straight-sized section and that the language used to describe plus-size clothing was body-focused (versus clothing-focused for straight-size clothing sections). Theoretical and practical implications for marketers, advertisers and retailers are discussed.
Originality/value
This is the first study to assess the separation of plus- and straight-sized clothing sections in online retail spaces. As brands begin to consider combining plus- and straight-sized clothing sections (see Old Navy), it is important to assess how wide-spread the separation of sections currently is in online retail environments.
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Dario J. Villa and Sara C. Schwarz
Political correctness, also known as “PC,” has generated much discussion on both the Right and the Left. The greatest debate comes from college campuses. Political correctness…
Abstract
Political correctness, also known as “PC,” has generated much discussion on both the Right and the Left. The greatest debate comes from college campuses. Political correctness derives from the principle that ethnic diversity, i.e., multiculturalism, can and should be preserved and protected. Ironically, the term originated in the Marxist era, when it was used to enforce conformity in the advancement of a particular Marxist view. The term became obsolete until it was revived in the 1980s (D'Souza, 1991).