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A significant share of U.S. subsistence consumers is both poor and functionally low-literate. A key question that marketers and public policy makers must ask is how vulnerable these consumers are to the persuasiveness of marketing communications. We address this question by identifying who subsistence consumers in the United States are likely to be, exploring what it means to be vulnerable, with an emphasis on cognitive vulnerability; examining two theoretical frameworks for analyzing subsistence consumer vulnerability (elaboration likelihood model and persuasion knowledge model); and offering several propositions incorporating the select cognitive constructs of self-esteem, locus of control, and powerlessness.

Developing self-awareness as a management instructor and modelling this process for students’ similar awareness has benefits in classroom learning environments. In this chapter, the authors reframe faculty and student traditional roles and responsibilities, providing an iterative, holistic process of embedded interdependent self-awareness development where students experience a sense of empowerment and control over their learning, integral to mutual success. The authors’ experiences draw on aspects of experiential learning, Gestalt psychology, and self-determination theory (SDT). To create an intrinsically motivating, student-centred learning environment in an undergraduate leadership course, the authors reframed teaching to include course design, opportunities for student autonomy, co-creation of psychological safety, and the instructor’s use of self. This evidence-based reflection for self-awareness included examining behavioural patterns, feelings, and thinking. Finally, the authors discuss lessons learned and practical applications, identifying reflexivity, psychological safety, iterative feedback, student autonomy, and modelling as key to the process.

This chapter discusses how employee productivity may be enhanced by understanding the difference in fit between introverts and extroverts and their work environment. Research shows that neglecting to consider varied personality types of employees when designing characteristics of the physical workplace may hinder employee performance given that introverts and extroverts thrive in different work environments. Drawing upon the self-determination theory, the chapter makes a case on how allowing employees the autonomy to choose their work environment (work from home or work from office) will enhance their performance by empowering them in their preferred work setting. Finally, this chapter discusses strategies that may help accommodate how introverts’ and extroverts’ interface with the physical characteristics of their workplace, followed by a discussion on companies that are in the process of shifting to a hybrid work setting in acknowledgement of increased productivity because of work from home practices during the pandemic.

Brand narratives are created to differentiate brands, and consumers base their assessments of a brand’s authenticity on this narrative. We propose that the default consumer position is to accept a brand’s narrative, and we find that consumers maintain belief in this narrative even when explicitly reminded that it is manufactured by firms with an underlying profit motive. Because belief seems to be the default position adopted by consumers, we investigate what factors act as disruptors to this default position, thereby reducing assessments of authenticity.

This research uses a series of studies to investigate when and why consumers view some brand stories as authentic and others less so. In addition, we examine the impact of changes to authenticity assessments on managerially important brand outcomes.

Only when one or more authenticity disruptors are present do consumers begin to question the authenticity of the brand narrative. Disruption occurs when the focal brand is perceived to be nakedly copying a competitor, or when there is a gross mismatch between the brand narrative and reality. In the presence of one or both of these disruptors, consumers judge brands to be less authentic, report lower identification, lower assessments of brand quality and social responsibility, and are less likely to join the brand’s community.

Creating compelling brand stories is an important aspect of any marketing manager’s job; after all, these narratives help drive sales. Care must be taken when crafting narratives however, since consumers use these as the basis of their authenticity assessments, and brands deemed inauthentic are penalized.

Throughout history, the actions of human beings have been analysed based on ethics. In every aspect of human life, ethics is an essential element, and business life is no exception. Business ethics, and marketing ethics in particular, has been a subject of interest in both the academic and business world. Apart from doing what is perceived as correct, acting in a socially responsible and sustainable manner becomes compulsory, as the changes in ecological and social environment necessitate this. There have been warning signs from nature such as environmental disasters and climate change, and it is no longer possible for for firms or individuals to continue with previous behaviours. Acting as if the world’s resources are limitless has caused damage to the environment. A new way of thinking and behaving is needed. The awareness and involvement levels about sustainability and social responsibility are not the same everywhere in the world. Culture has significant impact on perception of social issues such as social responsibility and sustainability. Turkey, as a developing country with its own cultural dynamics, differs from developed Western countries which makes analysing consumer ethics, corporate social responsibility and sustainable consumption in Turkey worthwhile.

In this chapter, concepts of business ethics, marketing ethics, consumer ethics, sustainable consumption and corporate social responsibility are discussed with specific examples from Turkey.