The Propaganda Function in Marketing

McGarry, Edmund D.

doi:10.1177/002224295802300202

Cited by 15 publications

(7 citation statements)

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“…Emotions have always played an important role in marketing research (Copeland 1924;Holbrook and Batra 1987;McGarry 1958;Sternthal and Craig 1974;Udell 1965). Guilt especially has received significant attention from both practitioners (e.g.…”

Section: Introductionmentioning

confidence: 99%

Guilt in Marketing Research: An Elicitation–Consumption Perspective and Research Agenda

Antonetti

Baines

2014

Int J Management Reviews

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Guilt regulates many consumption processes and, consequently, marketers frequently use appeals based on guilt to influence consumers' behaviour. Owing to the multidisciplinary interest in this emotion, however, the literature is diverse and fragmented. The effectiveness of guilt appeals is contested, and some authors suggest that the use of this emotion in marketing might be unethical. Furthermore, research to date has not explored the potential relationships between the experience of guilt in consumption and the elicitation of this emotion through marketing appeals. This paper analyses existing research on guilt in marketing, developing four specific contributions based on the evidence reviewed. First, it shows under what circumstances feelings of guilt support consumer self‐regulation processes. Second, it outlines evidence‐based managerial recommendations on how to produce effective guilt appeals and avoid the potentially unethical consequences of marketing through this emotion. Third, it identifies a gap in existing theorizing and presents an elicitation–consumption perspective of guilt in marketing as a framework that complements current approaches to this research topic. Fourth, it develops an agenda for future research and suggests eleven research hypotheses for the advancement of this field. Through the analysis of research produced within different disciplinary perspectives, this study develops a necessary foundation for future work on the role of guilt in marketing processes.

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Section: Introductionmentioning

confidence: 99%

Guilt in Marketing Research: An Elicitation–Consumption Perspective and Research Agenda

Antonetti

Baines

2014

Int J Management Reviews

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“…Marketing theory has traditionally maintained a firm-centric transmission model of branding in which consumers are passive recipients of centrally managed brand messages originating from marketing agents (e.g. McGarry, 1958; Warne, 1962). According to this model – echoing Harold Lasswell’s (1948) classic formulation of the mass communication process (Butler and Harris, 2009: 158) – marketers develop persuasive messages which they transmit to consumers via mass media, with measurable effects on brand perceptions and sales volume (e.g.…”

Section: Affect Personal Experience and Brand Communitiesmentioning

confidence: 99%

Networked political brands: consumption, community and political expression in contemporary brand culture

Billard

Moran

2019

Media, Culture & Society

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This article synthesises theory from the fields of marketing and communication to understand how the practices and outcomes of branding have evolved into systems of symbolic expression and community building. Through an exploration of parallel theoretical models of branding and mass communication, we posit a new theory of ‘networked branding’ that better takes into account how communicative power is distributed within a brand culture that is heavily mediated by networked communication technologies. Applying this theory of networked branding to the realm of politics we explore the ambivalent outcomes of branding in relation to capitalism and civic culture. Through an interrogation of two examples of networked branding from the political realm – the successful presidential campaign and subsequent administration of Donald Trump and the co-optation of the National Park Service’s brand by activists rallying against the Trump administration – this article explores how branding is utilised within politics as a platform for communication and social organisation. Drawing on the affective, interactive and social dynamics of modern mediatised branding, we interrogate the powers and limitations of consumer agency in contemporary brand culture.

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“…Although formally introduced the term relationship marketing into the literature, several ideas of relationship marketing emerged much before then. For example, McGarry included six activities in his formal list of marketing functions [McGarry 1950;1951;1953;1958]: contractual function, propaganda function, merchandising function, physical distribution function, pricing function, and termination function. Of these, the contractual function falling within the main task of marketing, reflected McGarry's relational orientation and his emphasis on developing cooperation and mutual interdependency among marketing actors.…”

Section: Early Relationship Marketing Ideasmentioning

confidence: 99%

Academic Dishonesty in Modern Universities: A Review of Theoretical Approaches and Empirical Findings

Шмелева¹

2015

Journal of Economic Sociology

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The Propaganda Function in Marketing

Cited by 15 publications

References 0 publications

Guilt in Marketing Research: An Elicitation–Consumption Perspective and Research Agenda

Guilt in Marketing Research: An Elicitation–Consumption Perspective and Research Agenda

Networked political brands: consumption, community and political expression in contemporary brand culture

Academic Dishonesty in Modern Universities: A Review of Theoretical Approaches and Empirical Findings

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