Disruptive Events and Associated Discontinuities: A Macromarketing Prescription

Abstract

This essay discusses social disruptions, social discontinuities, and associated interventions by social marketers and public policymakers. Prescriptive touchpoints for such interventions are (1) mitigating social disruptions via phronetic marketing, (2) foreseeing and anticipating social disruptions and discontinuities via marketing futurology.

Grateful compliance: Gratitude effects on willingness to comply with responsible drinking messages

“…The findings of the current research also offer insights about how to increase compliance with health behaviors such as those relevant to the current Covid‐19 pandemic situation (e.g., mask usage and social distancing). This is because Covid‐19 has necessitated societal disruptions and individual inconveniences to handle the health crises and improve societal outcomes (Hyman et al, 2020). Our findings would suggest that gratitude appeals might be beneficial in encouraging compliance during such crises including during lockdowns and vaccine rollout.…”

“…Research in this area has further found promising alternatives to potentially reduce psychological reactance, such as featuring messages that elicit a sense of novelty (Quick, 2013), empathy (Shen, 2010, 2011), and narrative transportation (Moyer‐Gusé & Nabi, 2010), and thus increase the efficacy of social marketing messages. For instance, a recent real‐world illustration showed how New Zealand Prime Minister Jacinda Ardern used “relational” and “empathic” communications such as by describing New Zealanders as a “team of five million,” to potentially increase compliance with Covid‐19 health guidelines (Hyman et al, 2020, p. 3). Extending this literature, the present research examines how discrete positive emotion of gratitude (vs. pride) may influence individuals' willingness to attend to responsible drinking (or social marketing) messages by influencing the psychological reactance experienced in response to such messages.…”

Towards a Bhaskarian Metatheory for Marketing Systems

“…It encourages looking beyond isolated market failures to understand their interrelated and cumulative nature (Redmond 2018). This perspective is crucial for diagnosing the conditioning associated with the financial crisis, as discussed, and encourages looking at crises not as sudden ruptures but as emerging histories and conditions of events (Hyman, Kostyk, and Shabbir 2021).…”

Positive Liberty, Negative Liberty, and Marketing Regulations: A Holistic Analysis

“…Negative liberty's presumption that people's self-interest and self-determination drive their choices is problematic. First, liberty in appearance is not liberty in essence, as people's misperceptions can cause erroneous beliefs about their best interests (Carter 2021;Heyman 1992;Hyman, Kostyk, and Shabbir 2021;Shabbir, Hyman, and Kostyk 2021). Irrationality or incompetence in using liberty, such as quasi-negative liberty, makes people externally free but internally enslaved (Nelson 2005;Sen 2004).…”