- Sturt, South Australia, Australia
- I am an academic in consumer behaviour who enjoys working with industry and educating the next generation of managers... moreI am an academic in consumer behaviour who enjoys working with industry and educating the next generation of managers. Highlights of my career are the 2012 ANZMAC Distinguished Educator on whilst at Macquarie University and being a member of the successful bid team on the 140 million CRC Cyber Security government and industry grant at CSU. I am currently the co-editor of the Journal of Consumer Behaviour.edit
To prepare students for multicultural environments and understand consumers from different backgrounds, marketing educators must incorporate diversity into their curricula and recognise the importance of decolonisation by considering... more
To prepare students for multicultural environments and understand consumers from different backgrounds, marketing educators must incorporate diversity into their curricula and recognise the importance of decolonisation by considering First Nations' perspectives to promote reconciliation and better outcomes. This paper reports on a novel approach of students working directly with First Nations businesspeople to gain an applied understanding of Indigenous cultural learning. The study examines the influence of this approach on students' learning and cultural understanding, as well as how the teaching approach and authentic assessment design within the unit improve the confidence of students to apply these learnings and engage in culturally informed practices, both presently and in their future careers. Through embracing an applied learning experience and critical self-reflexivity, students gained a greater appreciation and respect for First Nations peoples resulting in a transformational shift in their attitudes, leading to greater empowerment, respect, competence, and confidence in their cultural awareness to work with First Nations. The paper fills a gap in the literature by highlighting a teaching and learning approach that engages and builds students' Indigenous cultural competencies within the marketing discipline through a strength-based approach, thus promoting cultural sensitivity and effective communication with diverse populations.
Research Interests:
Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the USA, and Australia. In this paper, we draw on actor-network theory... more
Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the USA, and Australia. In this paper, we draw on actor-network theory and the case of “Birthing on Country,” a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, our analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonial approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for healthcare marketing.
Research Interests:
A multi-sectoral assessment of risks can support the management and investment decisions necessary for emerging blue economy industries to succeed. Traditional risk assessment methods will be challenged when applied to the complex... more
A multi-sectoral assessment of risks can support the management and investment decisions necessary for
emerging blue economy industries to succeed. Traditional risk assessment methods will be challenged when
applied to the complex socio-ecological systems that characterise offshore environments, and when data available
to support management are lacking. Therefore, there is a need for assessments that account for multiple
sectors. Here we describe the development of an efficient method for an integrated hazard analysis that is a
precursor to full risk assessments. Our approach combines diverse disciplinary expertise, expert elicitation and
multi-criteria analysis to rank hazards, so it encompasses all types of hazards including human-caused, natural
and technological. We demonstrate our approach for two sectors that are predicted to grow rapidly in Australia:
offshore aquaculture and marine renewable energy. Experts ranked Climate Change as the hazard with the highest
overall concern, but hazards including Altered Ecosystem Function, Biosecurity, Cumulative Effects, Structural Failure
and Social Licence were also highly ranked. We show here how outputs from this approach (multi-criteria scores
and ranks) could be used to identify hazards that; i) could be safely retired, ii) should be progressed to more
quantitative risk assessments or iii) require ongoing information collection. The approach can encompass all
types of hazards, which enables it to holistically consider priorities. The expert-based multi-criteria approach
outlined here represents a pragmatic way to solve some of the challenges of applying risk assessments to
emerging industries by using a method that can be applied across multiple blue economy sectors.
emerging blue economy industries to succeed. Traditional risk assessment methods will be challenged when
applied to the complex socio-ecological systems that characterise offshore environments, and when data available
to support management are lacking. Therefore, there is a need for assessments that account for multiple
sectors. Here we describe the development of an efficient method for an integrated hazard analysis that is a
precursor to full risk assessments. Our approach combines diverse disciplinary expertise, expert elicitation and
multi-criteria analysis to rank hazards, so it encompasses all types of hazards including human-caused, natural
and technological. We demonstrate our approach for two sectors that are predicted to grow rapidly in Australia:
offshore aquaculture and marine renewable energy. Experts ranked Climate Change as the hazard with the highest
overall concern, but hazards including Altered Ecosystem Function, Biosecurity, Cumulative Effects, Structural Failure
and Social Licence were also highly ranked. We show here how outputs from this approach (multi-criteria scores
and ranks) could be used to identify hazards that; i) could be safely retired, ii) should be progressed to more
quantitative risk assessments or iii) require ongoing information collection. The approach can encompass all
types of hazards, which enables it to holistically consider priorities. The expert-based multi-criteria approach
outlined here represents a pragmatic way to solve some of the challenges of applying risk assessments to
emerging industries by using a method that can be applied across multiple blue economy sectors.
Research Interests:
Consumer behaviour is often goal-oriented. This is because consumers typically purchase goods or use services that facilitate certain ends. This link between consumption and goals has been captured by Kopetz et al. (2012), who state that... more
Consumer behaviour is often goal-oriented. This is because consumers typically purchase goods or use services that facilitate certain ends. This link between consumption and goals has been captured by Kopetz et al. (2012), who state that "when people decide which products and brands to buy and in which quantity, what to eat for breakfast, what kind of soda to drink, whether to take the bus or drive to work, they do so on account of different goals they are attempting to pursue" (p. 208). Consumer behaviour may therefore be viewed as an attempt to satisfy one or more goals through an individual's interaction with products and services. An important feature of goal-oriented behaviour is the effect it may have on one's future actions. A failed goal attempt, for example, might prompt the selection of different actions or consumer products for achieving the same end. Successfully attaining a goal,
Research Interests:
This study addresses the interrelationships between a business-to-business (B2B) salesperson's sales performance and their level of entrepreneurial self-efficacy and entrepreneurial sales actions. Data was collected through a survey of... more
This study addresses the interrelationships between a business-to-business (B2B) salesperson's sales performance and their level of entrepreneurial self-efficacy and entrepreneurial sales actions. Data was collected through a survey of 252 participants (B2B salespeople working in Australia). Structured equation modeling was used to analyze and test the hypotheses. The findings suggest that entrepreneurial self-efficacy strongly influences sales innovativeness and creative selling, highlighting the importance of senior management encouraging and rewarding new selling methods (a salesperson's entrepreneurial actions). Finally, these sales actions positively and significantly impacted individual sales performance. Thus, creative selling and sales innovativeness are powerful influencers of personal sales performance. This research contributes to the sales performance literature by highlighting the relationship between entrepreneurial self-efficacy (ESE), creative selling, and sales innovativeness. These findings provide additional lessons for senior management when pursuing increased growth and sales performance. As ESE has a positive impact on a salesperson's actions and performance, senior management may wish to encourage an internal environment in which ESE behaviors are not only accepted but encouraged.
Research Interests:
Research Interests:
Leveraging social media influencers allows companies to provide information on their products in a more social and interactive way. Yet, scholarly research on the implications of the effect of influencers on consumer trust, their interest... more
Leveraging social media influencers allows companies to provide
information on their products in a more social and interactive way.
Yet, scholarly research on the implications of the effect of influencers
on consumer trust, their interest and the purchase decision process is
still in its infancy. This study proposes a theoretical model to explain
how perceived brand control over an influencer’s post and the
perceived commercial orientation of such a post affects consumer
trust in influencers. Results show that trust of the influencer is
reduced more by the post’s perceived commercial orientation than
perceived brand control of the influencer’s post. Although perceived
brand control also reduces the willingness to search for more information.
The results also show that trust of the influencer is salient in
predicting post credibility, which in turn predicts interest and willingness
to search for more information.
information on their products in a more social and interactive way.
Yet, scholarly research on the implications of the effect of influencers
on consumer trust, their interest and the purchase decision process is
still in its infancy. This study proposes a theoretical model to explain
how perceived brand control over an influencer’s post and the
perceived commercial orientation of such a post affects consumer
trust in influencers. Results show that trust of the influencer is
reduced more by the post’s perceived commercial orientation than
perceived brand control of the influencer’s post. Although perceived
brand control also reduces the willingness to search for more information.
The results also show that trust of the influencer is salient in
predicting post credibility, which in turn predicts interest and willingness
to search for more information.
Research Interests:
This commentary explores some of the reputational issues of using academic social networking sites (ASNS) such as ResearchGate, ResearcherID, ORCID, Academia.edu, Google Scholar, and Mendeley for academic self-promotion and considers... more
This commentary explores some of the reputational issues of using academic social networking sites (ASNS) such as ResearchGate, ResearcherID, ORCID, Academia.edu, Google Scholar, and Mendeley for academic self-promotion and considers whether the adage of ‘Publish or Perish’ has been recently overshadowed by the new imperative of ‘Promote or Perish’?
Research Interests:
Much is known about marketing strategy effectiveness and its impact on financial returns. Minimal research though has been conducted on what type of conditions encourage employees to perform according to the implementation of a strategy.... more
Much is known about marketing strategy effectiveness and its impact on financial returns. Minimal research though has been conducted on what type of conditions encourage employees to perform according to the implementation of a strategy. This paper seeks to answer this question by examining the implementation of marketing strategies for research and teaching in the university sector. We find that individual motivation, especially persistence and in some cases public service motivation, is linked to performance. This, along with the role of experience and academic level, suggests that a resource-based view of strategy may be more appropriate for managing human assets and building capabilities, rather than an implementation of a grand plan. Furthermore, we find evidence that several strategies may be more effective than one approach in complex service organizations like universities
Research Interests:
This research examined the push-motives driving domestic rural tourism amongst senior travellers. An understanding of this is essential to stimulate rural tourism and to redistribute visitors from high volume destinations to other... more
This research examined the push-motives driving domestic rural tourism amongst senior travellers. An understanding of this is essential to stimulate rural tourism and to redistribute visitors from high volume destinations to other locations. Applying the push-pull framework, an online survey of Australians aged over 50 was conducted. Participants were asked where they went and what motivated their trip. Based on the trip pattern followed, two rural trip segments were identified - those who preferred the east-coast (Eastern Staters), and those who did not have a geographic preference but travelled to remote destinations (Aussie Roundabouts). Rural travel was found to be driven by three motives, however, their influence differed based on the trip pattern. Eastern Staters were pushed to relax and escape, and experience novelty and adventure. Aussie Roundabouts travelled for a romantic getaway.
Research Interests:
Strong correlations among share prices appear during market transitions. Numerous measures have been proposed to predict crash events, but they all show a trend which peaks at the transition itself. Information flow among share prices... more
Strong correlations among share prices appear during market transitions. Numerous measures have been proposed to predict crash events, but they all show a trend which peaks at the transition itself. Information flow among share prices peaks before a transition, whereas correlation-based indices peak at the transition itself. The classic spin model used in physics describes one type of tipping point where there is a peak in information flow located away from the transition point itself and is thus predictive. Information theoretic metrics of this kind have not been applied to prediction in real-world systems, such as stock markets.
Research Interests:
This paper investigates the determinants of credit card use and misuse by student and young professionals. Critical to the research is the impact of materialism and knowledge on selection of the appropriate credit card. In a comparative... more
This paper investigates the determinants of credit card use and misuse by student and young professionals. Critical to the research is the impact of materialism and knowledge on selection of the appropriate credit card. In a comparative study of young professionals and students, it was found that consumer knowledge, as expected, leads to better consumer selection of credit cards. Materialism was also found to increase the motivation for more optimal consumer outcomes. For more experienced consumers, such as young professionals, it was found that despite them being more knowledgeable, they were more likely to select a credit card based on impulse. This paper examines how materialism may in fact encourage some consumers to make better decisions because they are more motivated to develop better knowledge. It also shows how better credit card selection may inhibit impulse purchasing.
Research Interests:
Abstract Increased longevity means that many people live into their 70s, 80s and beyond, with increasing numbers living with chronic disease. The role of the Internet in the care of chronic disease has been explored within the health... more
Abstract
Increased longevity means that many people live into their 70s, 80s and beyond, with increasing numbers living with chronic disease. The role of the Internet in the care of chronic disease has been explored within the health literature and, to a lesser extent, within the marketing literature, with recent research suggesting that around 60% of patients source internet-based information about medical conditions and treatment. This mixed-methods study explores the impact of online support groups on the doctor–patient relationship finding that participants in an online support group for inflammatory bowel disease share lay advice, empower each other and act as a credible channel for word-of-mouth referrals. The traditional asymmetric relationship between patient and doctor is challenged by this new form of educated, empowered health consumer who is able to work in partnership with medical service providers in the ongoing management of chronic illness.
Chinese abstract
寿命的延长意味着许多人可活到七八十岁甚至更长时间，同时患慢性疾病的人也越来越多。医疗文献显示，互联网已在慢性疾病的护理中得到应用，而且在市场营销文献中也有一定程度的应用，近期研究表明，约60%的患者通过互联网查询疾病和治疗信息。本文采用混合方法，研究网上互助小组对医患关系的影响，研究发现网络上一发炎性肠道疾病互助小组的成员互相分享个人意见，互相鼓励，将这一小组视为了解医疗诊治信息的可靠渠道。患者与医生之间传统的非对称关系受到这种新渠道的挑战，通过此网络渠道，医疗消费者可获取更全面的信息资讯，与医疗服务提供商合作，持续管理慢性疾病。
Increased longevity means that many people live into their 70s, 80s and beyond, with increasing numbers living with chronic disease. The role of the Internet in the care of chronic disease has been explored within the health literature and, to a lesser extent, within the marketing literature, with recent research suggesting that around 60% of patients source internet-based information about medical conditions and treatment. This mixed-methods study explores the impact of online support groups on the doctor–patient relationship finding that participants in an online support group for inflammatory bowel disease share lay advice, empower each other and act as a credible channel for word-of-mouth referrals. The traditional asymmetric relationship between patient and doctor is challenged by this new form of educated, empowered health consumer who is able to work in partnership with medical service providers in the ongoing management of chronic illness.
Chinese abstract
寿命的延长意味着许多人可活到七八十岁甚至更长时间，同时患慢性疾病的人也越来越多。医疗文献显示，互联网已在慢性疾病的护理中得到应用，而且在市场营销文献中也有一定程度的应用，近期研究表明，约60%的患者通过互联网查询疾病和治疗信息。本文采用混合方法，研究网上互助小组对医患关系的影响，研究发现网络上一发炎性肠道疾病互助小组的成员互相分享个人意见，互相鼓励，将这一小组视为了解医疗诊治信息的可靠渠道。患者与医生之间传统的非对称关系受到这种新渠道的挑战，通过此网络渠道，医疗消费者可获取更全面的信息资讯，与医疗服务提供商合作，持续管理慢性疾病。
Research Interests:
Consumers increasingly turn to online health communities for health information and social support. Yet, the type of value consumers derive from online health communities is not well understood. This study examines social support as the... more
Consumers increasingly turn to online health communities for health information and social support. Yet, the type of value consumers derive from online health communities is not well understood. This study examines social support as the mechanism through which consumers co-create and experience different types of value. Cutrona and Russell’s typology of social support and Holbrook’s consumer value typology are applied to posts and threads obtained from two online communities for people with Parkinson’s Disease and ALS. Results demonstrate that online health communities give consumers the opportunity to create and experience forms of consumer value that would not otherwise be available in a traditional health delivery system. The results lend support to a re-conceptualisation of medical practice and health delivery for consumers with chronic conditions.
Research Interests:
Millions of people affected by disability or chronic disease access social support and information through online health communities. These communities of common interest flourish on the Internet, with participants creating peer-to-peer... more
Millions of people affected by disability or chronic disease access social support and information through online health communities. These communities of common interest flourish on the Internet, with participants creating peer-to-peer value through social support and information exchange. This study observes a community of people affected by motor neuron disease creating value for themselves and each other within an online health community. The community is studied through the lens of social capital theory, a construct borrowed from the field of sociology that contributes to our understanding of why people gravitate towards these online communities for support and information. The results contribute increased awareness of how peer-to-peer value is created within online health communities and highlight the need for marketers to understand the implications of such communities on consumer behavior as it relates to health care.
Research Interests:
The findings of an experimental study exploring the taste testing of wine with varying degrees of expertise and in the presence of variations in quality, brand and country of origin (COO) cues are reported. Novices experienced difficulty... more
The findings of an experimental study exploring the taste testing of wine with varying degrees of expertise and in the presence of variations in quality, brand and country of origin (COO) cues are reported. Novices experienced difficulty in evaluating quality and even when detecting quality differences were unable to assign an intelligent meaning to these differences. Experts did use physical quality and price evaluations, but in a more analytical manner with country of origin and brand information being used consistently with actual quality differences. Novices were found to use brand name in a limited fashion and relied mainly on COO information. The results demonstrated the importance of the extrinsic cues for both novices and experts. Surprisingly, there was no clear evidence of domestic preference.
Research Interests:
Impaired communication due to a disabling illness can lead to reduced participation in community life. Online health communities can provide a substitute community for the purpose of social support and information sharing. This study... more
Impaired communication due to a disabling illness can lead to reduced participation in community life. Online health communities can provide a substitute community for the purpose of social support and information sharing. This study examines communication between participants in an online community for patients and carers affected by Amyotrophic Lateral Sclerosis, a degenerative neurological disease affecting communication and mobility. The study finds community members engaged in a dynamic interchange of information and social support. The results contribute to an understanding of communication and social support needs of people with high levels of disability.
Research Interests:
The purpose of this study is to seek to investigate the impact that perceived risk and trust have on online purchasing behavior, in particular the nature of purchasing associations within the expensive, complex, high risk and credence... more
The purpose of this study is to seek to investigate the impact that perceived risk and trust have on online purchasing behavior, in particular the nature of purchasing associations within the expensive, complex, high risk and credence products such as gemstones.
An online survey of purchases of Thai gemstones was used to collect the data. Partial Least Squares was used to test the conceptual model of the study.
The results of this study suggest that the type of internet marketing strategy used by the seller (the place strategy) and the buyer's privacy and security practices influence a buyer's perceived risk to purchase gemstones online. Furthermore, the study showed that perceived risk reduces trust and perceived risk reduces online purchases.
The implications of these results are that privacy and security concerns of online buyers must be addressed in order to reduce perceived risk and thereby increase trust which is fundamental to the amount purchased online. This is a rare study which examines purchases of expensive, complex, high risk and credence products such as gemstones. It is also a study which examines the behaviour of organisational buyers. Also actual reported online purchases are investigated rather than just intent.
An online survey of purchases of Thai gemstones was used to collect the data. Partial Least Squares was used to test the conceptual model of the study.
The results of this study suggest that the type of internet marketing strategy used by the seller (the place strategy) and the buyer's privacy and security practices influence a buyer's perceived risk to purchase gemstones online. Furthermore, the study showed that perceived risk reduces trust and perceived risk reduces online purchases.
The implications of these results are that privacy and security concerns of online buyers must be addressed in order to reduce perceived risk and thereby increase trust which is fundamental to the amount purchased online. This is a rare study which examines purchases of expensive, complex, high risk and credence products such as gemstones. It is also a study which examines the behaviour of organisational buyers. Also actual reported online purchases are investigated rather than just intent.
Research Interests:
Approximately 57% of students in the United States work while attending college. For most of these students (81%), this is more than 20 hours a week. There has been shown to be a negative relationship between hours worked and academic... more
Approximately 57% of students in the United States work while attending college. For most of these students (81%), this is more than 20 hours a week. There has been shown to be a negative relationship between hours worked and academic achievement in studies in the United States as well as the United Kingdom and Australia. There is, however, no research to the authors’ knowledge as to how the number of working hours affects student learning in groups, and whether students in groups with varying work patterns report better learning outcomes in groups where student working hours are similar. This study reports that overall, greater working hours decrease students’ perceptions of the value and their experience of group work, and this occurs more with second- and third-year students. It also reveals that students studying in groups where there is a large proportion of students working more than 2 days a week displayed significantly more negative appraisals of their experience at the end of a project than their peers in groups where few students were working.
Research Interests:
Endorsements play an important role in marketing communications. For international marketing communications, marketers must be cognizant of how the portrayal of body ideals and cultural background of endorsers can affect marketing... more
Endorsements play an important role in marketing communications. For international marketing communications, marketers must be cognizant of how the portrayal of body ideals and cultural background of endorsers can affect marketing communications. Two experimental studies showed that body image comparisons and the effectiveness of endorsers varies according to the type of body shapes portrayed and the body mass index (BMI) of the respondents. In the first experiment, the success or failure of endorsements was found to be influenced by their body shape and to some extent the cultural background with respect to the type of product or service promoted. In a second experiment where more realistic or medium‐thin and medium‐fat body shapes were used, source attractiveness was not influenced by body shape, while interest in the advertised brand increased for a thinner model. This may have occurred because body image comparisons were more obtainable for those in the second study, where more realistic body shapes were viewed in advertisements. Body mass index (BMI) was also found to influence the results, particularly if a poor body shape comparison triggers a poor body image. Counterfactually, this seems to occur with women with lower BMIs who view advertisements for fatter women. It appears that the use of body image and ethnic type of models should be carefully considered by marketers so that they are relevant for their target audience. The use of more obtainable and ethnically relevant models may provide more effective advertising copy and be more socially responsible. In order to create interest in advertised brands, marketers may not need to use ultra‐thin models. Marketers must also balance the promotional effectiveness of the use of body shapes that may too thin or more realistic with the social outcomes and consider carefully the BMI of their target market.
Research Interests:
The purpose of this paper is to examine which particular marketing strategies will work best in which particular business environments. It also aims to test a series of propositions that the choice of marketing strategy needs to be... more
The purpose of this paper is to examine which particular marketing strategies will work best in which particular business environments. It also aims to test a series of propositions that the choice of marketing strategy needs to be carefully considered so that it is appropriate for a set of environmental conditions, or business conditions.
Results in this study of 217 companies from Australia, Singapore, The Netherlands and China finds general support for the hypotheses that different environmental situations provide the suitable conditions for a customer, competitor or societal orientated strategy. In particular, customer‐oriented strategies are most effective in placid clustered and turbulent environments, while competitor orientated strategies work best in a placid‐clustered environment. Societal marketing based strategies were shown to be most effective in placid random and placid clustered environments. This suggests that firms may use social marketing strategies in a pre‐emptive manner to maintain favourable environmental conditions for the organisation.
This study also introduces an important measure of the societal orientation of the firm. It provides empirical supports the thesis that marketing strategies need to be tailored for the environment and so adds to the understanding of the interplay between the effectiveness of business strategies in different business conditions. There is not a great deal of research which suggests what type of marketing strategy is best suited to what type of environment. This paper makes an important contribution to this area.
Results in this study of 217 companies from Australia, Singapore, The Netherlands and China finds general support for the hypotheses that different environmental situations provide the suitable conditions for a customer, competitor or societal orientated strategy. In particular, customer‐oriented strategies are most effective in placid clustered and turbulent environments, while competitor orientated strategies work best in a placid‐clustered environment. Societal marketing based strategies were shown to be most effective in placid random and placid clustered environments. This suggests that firms may use social marketing strategies in a pre‐emptive manner to maintain favourable environmental conditions for the organisation.
This study also introduces an important measure of the societal orientation of the firm. It provides empirical supports the thesis that marketing strategies need to be tailored for the environment and so adds to the understanding of the interplay between the effectiveness of business strategies in different business conditions. There is not a great deal of research which suggests what type of marketing strategy is best suited to what type of environment. This paper makes an important contribution to this area.
Research Interests:
The effect that marketing has had on the prescription decisions of the medical profession is an area of great social and governmental concern and has been the subject of substantial international debate. In this study, the importance of... more
The effect that marketing has had on the prescription decisions of the medical profession is an area of great social and governmental concern and has been the subject of substantial international debate. In this study, the importance of brand name as a factor influencing the prescription habits of general practitioners and psychiatrists is examined. Data on antidepressant prescriptions supplied by the Australian Governments Pharmaceutical Benefit Scheme and results derived from MANOVA and ANOVA analyses suggest that the brand name as much as chemical differences influenced the prescription of choice of antidepressants by both general practitioners and psychiatrists. The use of a well-promoted brand name may be an important evaluation shortcut by both groups regardless of detailed training resulting in medical practices, which may undermine the social imperative of affordable medical care for all. The authors suggest that clinical appropriateness of prescriptions for antidepressants by brand name needs further investigation.
The globalisation of markets combined with the paradoxical rise of nationalism has created an increased concern about the importance of the interaction of global brands with other cues such as the country of origin (COO) of products and... more
The globalisation of markets combined with the paradoxical rise of nationalism has created an increased concern about the importance of the interaction of global brands with other cues such as the country of origin (COO) of products and services. The purpose of this paper is to evaluate the decision‐making processes of experts and novices with respect to international brand names, COO and intrinsic quality differences.
Results of a series of experiments with personal computers as a product with strong COO effects supported this argument. Experts or highly knowledgeable consumers were found to use COO in a circumspect manner or as a limited summary construct, only when such information was consistent with a linked brand name or a particular level of physical quality. Novices, for both products used COO as a halo regardless of brand name and physical quality.
This is one of the few studies to experimentally manipulate brand, quality and COO information amongst different groups of consumers with varying product knowledge (experts and novices). The experimental treatments were also carefully chosen so that differences due to the use of a global brand IBM could be evaluated against a lesser known local brand name.
Results of a series of experiments with personal computers as a product with strong COO effects supported this argument. Experts or highly knowledgeable consumers were found to use COO in a circumspect manner or as a limited summary construct, only when such information was consistent with a linked brand name or a particular level of physical quality. Novices, for both products used COO as a halo regardless of brand name and physical quality.
This is one of the few studies to experimentally manipulate brand, quality and COO information amongst different groups of consumers with varying product knowledge (experts and novices). The experimental treatments were also carefully chosen so that differences due to the use of a global brand IBM could be evaluated against a lesser known local brand name.
The influence of media on body image is an area of much social controversy. Eating disorders and depression have often been linked to body image dissatisfaction. Research from Australia, The Netherlands and Singapore showed that the... more
The influence of media on body image is an area of much social controversy. Eating disorders and depression have often been linked to body image dissatisfaction. Research from Australia,
The Netherlands and Singapore showed that the cognitive and affective evaluations of media and advertising are far more important than the amount of exposure. Although it appears that
reactions to internet media are most salient. Research suggested three models of the development of body image. In Australia this was demographics, media and personality based model, while in
The Netherlands this was a largely media driven model. The Singapore results suggested a more traditional model of demographics and personality. The results also show a similarity in the level
of body image satisfaction amongst two countries in the study (Australia and Singapore) even though they had differing different average body mass indices. This supports contentions in the literature that concern over physical self-concepts are becoming prevalent in Asia as the result of further globalisation. Suggestions for future research, particularly using an experimental design are also outlined.
The Netherlands and Singapore showed that the cognitive and affective evaluations of media and advertising are far more important than the amount of exposure. Although it appears that
reactions to internet media are most salient. Research suggested three models of the development of body image. In Australia this was demographics, media and personality based model, while in
The Netherlands this was a largely media driven model. The Singapore results suggested a more traditional model of demographics and personality. The results also show a similarity in the level
of body image satisfaction amongst two countries in the study (Australia and Singapore) even though they had differing different average body mass indices. This supports contentions in the literature that concern over physical self-concepts are becoming prevalent in Asia as the result of further globalisation. Suggestions for future research, particularly using an experimental design are also outlined.
Research Interests: Marketing and Body Image
A series of hypotheses was developed from the services marketing literature and built into a 52 item questionnaire administered to 281 backpackers staying at the three youth hostels in Australia, who thus responded whilst actually... more
A series of hypotheses was developed from the services marketing literature and built into a 52 item questionnaire administered to 281 backpackers staying at the three youth hostels in Australia, who thus responded whilst actually experiencing the service encounter rather than in recalling it later. The European Customer Satisfaction Index (ECSI) was used to measure the strength and direction of the determinants of customer satisfaction, and the impact that the antecedents of satisfaction had on loyalty to the generic provider.
Backpacker hostels are an example of experienced‐based service encounters with few clear comparative advantages. The marketing of the generic brand must therefore foster a brand image congruent with the experience actually delivered and the potential customers' expectations of it, thereby reducing decision risk. The unusual context and particular methodology cast fresh light on an important challenge for marketing planners in the service industries.
Backpacker hostels are an example of experienced‐based service encounters with few clear comparative advantages. The marketing of the generic brand must therefore foster a brand image congruent with the experience actually delivered and the potential customers' expectations of it, thereby reducing decision risk. The unusual context and particular methodology cast fresh light on an important challenge for marketing planners in the service industries.
Although there has been much debate and interest in the practices of societal marketing, there is currently no accepted measure of this construct. A measurement of societal marketing validated by Structural Equation Modelling (SEM)... more
Although there has been much debate and interest in the practices of societal marketing, there is currently no accepted measure of this construct. A measurement of societal marketing validated by Structural Equation Modelling (SEM) suggested this measure was one dimensional and consisted of five items measuring the lobbying of government and the degree of business charity. The factor structure was robust and did not vary across the four counties in the study. The final measure was positively correlated with the Narver and Slater (1990) measure of marketing orientation, industry association and performance. There was thus considerable evidence found for the construct validity of the measurement of societal marketing.
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Although widely used, the Narver and Slater (1990) measure of market orientation has not yet been validated by structural equation modeling (SEM). Results of SEM suggest a nine-item, three-dimensional model of the components or subscales... more
Although widely used, the Narver and Slater (1990) measure of market orientation has not yet been validated by structural equation modeling (SEM). Results of SEM suggest a nine-item, three-dimensional model of the components or subscales of market orientation: customer, competitor orientation, and interfunctional coordination. Covariances between the three dimensions in the final model, however, suggest that the measures customer, competitor orientation, and interfunctional coordination can be considered as independent. A preliminary invariance test suggests that the three dimensions are robust across varying country groupings and organizational types. Implications for further research into market orientation are discussed.
Competitor‐based strategy has a more positive impact on firm's performance than the market‐based alternative. Its effectiveness is enhanced by the degree of competitive turbulence in the environment – as, for example, in Singapore in... more
Competitor‐based strategy has a more positive impact on firm's performance than the market‐based alternative. Its effectiveness is enhanced by the degree of competitive turbulence in the environment – as, for example, in Singapore in 1999. Societal marketing strategies, while morally appealing, are negatively associated with performance, and further negatively moderated by competitive hostility. The study found no support for the association between market orientation and performance.
The findings are limited somewhat by the size and nature of the sample and the low response rate, though these compare well with other studies in the field. The research shows the importance of the business environment as a moderator of the performance of business strategies.
Marketing intelligence gatherers and strategists should take note that choice of an appropriate business strategy is moderated by the environment. Market‐based business strategies are not necessarily the most effective.
The findings are limited somewhat by the size and nature of the sample and the low response rate, though these compare well with other studies in the field. The research shows the importance of the business environment as a moderator of the performance of business strategies.
Marketing intelligence gatherers and strategists should take note that choice of an appropriate business strategy is moderated by the environment. Market‐based business strategies are not necessarily the most effective.
Evidence for a unidimensional measure of use innovativeness is provided by structural equation modelling. The nine‐item measure has fewer items than the original 44‐item measure developed by Price and Ridgway (1983) Price and Ridgway and... more
Evidence for a unidimensional measure of use innovativeness is provided by structural equation modelling. The nine‐item measure has fewer items than the original 44‐item measure developed by Price and Ridgway (1983) Price and Ridgway and consists of the items of multiple use and creative reuse. The measure was found to be positively correlated with innovativeness and opinion leadership and the acceptance of new information technology. The construct of use innovativeness is thus a practical measurement for use in innovation research.
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The growth of the Internet has allowed marketers to collect personal information from consumers with increased efficiency. However, that practice has led to concerns about privacy among World Wide Web users. The results of an experimental... more
The growth of the Internet has allowed marketers to collect personal information from consumers with increased efficiency. However, that practice has led to concerns about privacy among World Wide Web users. The results of an experimental study showed that the participants were concerned about and unwilling to provide financial information, but saw no problem in disclosing personally identifiable information. The benefits of price discounts and personalized service were found to be non‐effective means of gaining consumers' personal information. The respondents were also cynical when both benefits were offered concurrently. The study also suggested that materialistic consumers were more willing to provide personal information.
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Purpose – This paper investigates the determinants of credit card use and misuse by student and young professionals. Critical to the research is the impact of materialism and knowledge on selection of the appropriate credit card.... more
Purpose – This paper investigates the determinants of credit card use and misuse by student and young professionals. Critical to the research is the impact of materialism and knowledge on selection of the appropriate credit card. Design/methodology/approach – This study uses survey research and partial least squares to investigate credit card behaviors of students versus young professionals. Findings – In a comparative study of young professionals and students, it was found that consumer knowledge, as expected, leads to better consumer selection of credit cards. Materialism was also found to increase the motivation for more optimal consumer outcomes. For more experienced consumers, such as young professionals, it was found that despite them being more knowledgeable, they were more likely to select a credit card based on impulse. Originality/value – This paper examines how materialism may in fact encourage some consumers to make better decisions because they are more motivated to develop better knowledge. It also shows how better credit card selection may inhibit impulse purchasing.
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Despite its increasing importance, digital financial literacy (DFL) is yet to be adequately understood. This article reports on one aspect of DFL, namely, digital asset planning literacy (DAPL) which is an individual’s awareness of what... more
Despite its increasing importance, digital financial literacy (DFL) is yet to be adequately understood. This article reports on one aspect of DFL, namely, digital asset planning literacy (DAPL) which is an individual’s awareness of what happens to their digital assets on their death or incapacity. Our results from Australia and Singapore suggest that single, less-educated women are less likely to possess DAPL, and that the number of digital assets is negatively associated with DAPL, while having a Will is positively related to DAPL. With this study, we put forward that financial education should include consumer rights regarding digital financial assets. JEL Classification: D14; G53; G50; J12; J16
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Communication with farmers about climate change has proven to be difficult, with relatively low acceptance of anthropogenic climate change or the idea that climate change will negatively affect agriculture. Many farmers have been... more
Communication with farmers about climate change has proven to be difficult, with relatively low acceptance of anthropogenic climate change or the idea that climate change will negatively affect agriculture. Many farmers have been impervious to climate change communications because of the nature of farming, their worldviews, and the controversies about climate change in the media. Segmentation studies from the agriculture and natural resource management literatures provide evidence of homogeneous farmer groups internationally with respect to climate change attitudes and behaviors in a farming context. Understanding these segments—including their values, beliefs, and behaviors—is important for developing tailored and targeted communications approaches. Based on understanding of commonly observed farmer segments, it is possible to tailor communication strategies to better engage with segments of concern, including which message to use, appropriate sources, as well as alternative communication techniques based on participatory approaches and use of the arts. For certain segments, discussion about human-induced climate change should be avoided given that it is contentious and not critical for how farmers should respond to climate change. Theoretical frameworks from psychology and marketing—such as the theory of planned behavior, the attitude-to-behavior process model, the motivation and opportunity and determinants (MODE) model, motivation to avoid harm, and the elaboration likelihood model—can also be used to inform the design of communication strategies for engaging with farmers. However, a careful analysis of farmer segments, their worldviews, their beliefs, and their position in the consumer decision-making process suggests that the recommendations from these theoretical models should not be implemented uniformly across farmer segments. Rather, the various theoretical models provide a number of strategies that need to be selectively applied based on knowledge of the target segment. While use of theory and understanding of segments will help to improve communications with farmers, it is apparent that changing the beliefs of farmers in some segments about the need to respond to climate change will require more than simply increasing the quantity or quality of communications. Engaging farmers in these segments requires a much richer information set and a much greater effort to show farmers how they should be responding to climate variability and change using practical demonstrations and participatory approaches.
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This paper models some simple consumer behaviour of the acceptance of a new mobile phone technology (4G) versus a mode widespread existing technology (3G). It is commonly believed that the adoption and use of new mobile networks is based... more
This paper models some simple consumer behaviour of the acceptance of a new mobile phone technology (4G) versus a mode widespread existing technology (3G). It is commonly believed that the adoption and use of new mobile networks is based on price and service. New networks though may face limitations of providing access to all consumers and managers may need to carefully consider to what extent a network can be upgraded and expanded given a limited capital budget. There is however, the risk of churn, of customers leaving a network for other providers if their requirements cannot be catered for. Results from an Agent Based Modelling Simulation using Netlogo found that consumer tolerance (or patience) the number of Four G Access points capacity of each access point and only the price of 3G seemed to influence the happiness of consumers and the mean use of technology (4G and 3G). Loss of customers is determined mainly by tolerance. The implications for managers are; that planning for capacity is important but you don’t have to provide access to all consumers; the price of the old technology is more important than the price of the new technology and relationship marketing is important to increase tolerance and prevent churn.1 page(s
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Tipping points occur in many natural and socio-economic systems, and may have serious implications when they occur. Changes in retail market structure and the development of new markets, we argue, can also be studied from the perspective... more
Tipping points occur in many natural and socio-economic systems, and may have serious implications when they occur. Changes in retail market structure and the development of new markets, we argue, can also be studied from the perspective of complex systems using insights from biology and physics. In this review, we discuss the theory of tipping points, or more accurately, phase transitions and how they may be identified and predicted both mathematically and by pattern recognition
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Research Interests: Marketing, Psychology, Marketing Education, Peer and Group learning, United Kingdom, and 12 moreStudent Experience, Group work, United States, Academic achievement, Student Learning, Student Perception, Group Project, Curriculum and Pedagogy, Learning Outcome, Group projects, Group Learning, and Working Hours
Increased longevity means that many people live into their 70s, 80s and beyond, with increasing numbers living with chronic disease. The role of the Internet in the care of chronic disease has been explored within the health literature... more
Increased longevity means that many people live into their 70s, 80s and beyond, with increasing numbers living with chronic disease. The role of the Internet in the care of chronic disease has been explored within the health literature and, to a lesser extent, within the marketing literature, with recent research suggesting that around 60% of patients source internet-based information about medical conditions and treatment. This mixed-methods study explores the impact of online support groups on the doctor–patient relationship finding that participants in an online support group for inflammatory bowel disease share lay advice, empower each other and act as a credible channel for word-of-mouth referrals. The traditional asymmetric relationship between patient and doctor is challenged by this new form of educated, empowered health consumer who is able to work in partnership with medical service providers in the ongoing management of chronic illness.
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Endorsements play an important role in marketing communications. For international marketing communications, marketers must be cognizant of how the portrayal of body ideals and cultural background of endorsers can affect marketing... more
Endorsements play an important role in marketing communications. For international marketing communications, marketers must be cognizant of how the portrayal of body ideals and cultural background of endorsers can affect marketing communications. Two experimental studies showed that body image comparisons and the effectiveness of endorsers varies according to the type of body shapes portrayed and the body mass index (BMI) of the respondents. In the first experiment, the success or failure of endorsements was found to be influenced by their body shape and to some extent the cultural background with respect to the type of product or service promoted. In a second experiment where more realistic or medium‐thin and medium‐fat body shapes were used, source attractiveness was not influenced by body shape, while interest in the advertised brand increased for a thinner model. This may have occurred because body image comparisons were more obtainable for those in the second study, where more realistic body shapes were viewed in advertisements. Body mass index (BMI) was also found to influence the results, particularly if a poor body shape comparison triggers a poor body image. Counterfactually, this seems to occur with women with lower BMIs who view advertisements for fatter women. It appears that the use of body image and ethnic type of models should be carefully considered by marketers so that they are relevant for their target audience. The use of more obtainable and ethnically relevant models may provide more effective advertising copy and be more socially responsible. In order to create interest in advertised brands, marketers may not need to use ultra‐thin models. Marketers must also balance the promotional effectiveness of the use of body shapes that may too thin or more realistic with the social outcomes and consider carefully the BMI of their target market. © 2011 Wiley Periodicals, Inc.
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The traditional bricks and mortar retailing sector is under pressure through competition from low-cost online retailers. Many researchers predict that shopping centres may even disappear as a viable outlet or business model, given the... more
The traditional bricks and mortar retailing sector is under pressure through competition from low-cost online retailers. Many researchers predict that shopping centres may even disappear as a viable outlet or business model, given the success of companies such as Amazon and EBay. This paper attempts to model the conditions in which shopping centres can compete with online retailers. Our model considers factors such as immediacy, post-sales service, online risk and mall entertainment, which it is postulated will assist shopping centres to compete with online retailers, against the value they provide. Results show that the higher the value of purchase the more likely consumers is to purchase from a store. Mall managers can increase purchases by focusing on customer service and gratification from purchases, and show the reduced risk of purchasing in a store than online. Cybersecurity breaches (greater online risk) may also encourage more bricks and mortar purchases.
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A multi-sectoral assessment of risks can support the management and investment decisions necessary for emerging blue economy industries to succeed. Traditional risk assessment methods will be challenged when applied to the complex... more
A multi-sectoral assessment of risks can support the management and investment decisions necessary for emerging blue economy industries to succeed. Traditional risk assessment methods will be challenged when applied to the complex socio-ecological systems that characterise offshore environments, and when data available to support management are lacking. Therefore, there is a need for assessments that account for multiple sectors. Here we describe the development of an efficient method for an integrated hazard analysis that is a precursor to full risk assessments. Our approach combines diverse disciplinary expertise, expert elicitation and multi-criteria analysis to rank hazards, so it encompasses all types of hazards including human-caused, natural and technological. We demonstrate our approach for two sectors that are predicted to grow rapidly in Australia: offshore aquaculture and marine renewable energy. Experts ranked Climate Change as the hazard with the highest overall concern, but hazards including Altered Ecosystem Function, Biosecurity, Cumulative Effects, Structural Failure and Social Licence were also highly ranked. We show here how outputs from this approach (multi-criteria scores and ranks) could be used to identify hazards that; i) could be safely retired, ii) should be progressed to more quantitative risk assessments or iii) require ongoing information collection. The approach can encompass all types of hazards, which enables it to holistically consider priorities. The expert-based multi-criteria approach outlined here represents a pragmatic way to solve some of the challenges of applying risk assessments to emerging industries by using a method that can be applied across multiple blue economy sectors.
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This paper presents a conceptual and empirical analysis of the Market Performance Indicator (MPI) index for the mobile phone market in Australia and its influence on customer satisfaction, customer value and switching intentions. Results... more
This paper presents a conceptual and empirical analysis of the Market Performance Indicator (MPI) index for the mobile phone market in Australia and its influence on customer satisfaction, customer value and switching intentions. Results based on a quantitative research of 1600 mobile phone consumers compare the Australian performance of the MPI with that of the twenty seven members of the European Union (EU). The Australian MPI results identified some significant structural weaknesses in the performance of the mobile phone market as compared to the EU. The results show that Australian consumers find it harder than their EU counterparts to compare mobile carrier offers; have little trust in the industry to respect their rights as a consumer; experience more problems and complain more often; find it harder to switch suppliers; mobile carriers don’t live up to consumer expectations and finally consumers don’t think that the mobile carriers behave ethically.6 page(s
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The influence of media on body image is an area of much social controversy. Eating disorders and depression have often been linked to body image dissatisfaction. Research from Australia, The Netherlands and Singapore showed that the... more
The influence of media on body image is an area of much social controversy. Eating disorders and depression have often been linked to body image dissatisfaction. Research from Australia, The Netherlands and Singapore showed that the cognitive and affective evaluations of media and advertising are far more important than the amount of exposure. Although it appears that reactions to internet media are most salient. Research suggested three models of the development of body image. In Australia this was demographics, media and personality based model, while in The Netherlands this was a largely media driven model. The Singapore results suggested a more traditional model of demographics and personality. The results also show a similarity in the level of body image satisfaction amongst two countries in the study (Australia and Singapore) even though they had differing different average body mass indices. This supports contentions in the literature that concern over physical self-concepts ...
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Overview Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step... more
Overview Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its ‘learning by doing’ approach. For analysing data, the text cov...
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Carp now make up more than 90% of the freshwater fish biomass in much of south-east Australia. Whilst a range of different carp control options have been considered biological controls through the use of the Cyprinid herpesvirus 3 has... more
Carp now make up more than 90% of the freshwater fish biomass in much of south-east Australia. Whilst a range of different carp control options have been considered biological controls through the use of the Cyprinid herpesvirus 3 has been a particular focus in recent times. The aim of this study is to explore the sentiment of recreational fishers in New South Wales and Victoria in relation to carp, the proposed carp herpes virus and the main recreation activity (fishing) related to the community under focus. Data was collected from Twitter and Facebook, using netnographic techniques and coded using Appraisal. The three main themes which were evident were the carp virus, carp and fishing for carp. The majority of recreational fishers saw a need to eradicate carp, however, also saw them as a fun and viable fishing target and demonstrated a high level of scepticism for the virus.
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Links between Public Sector Motivation (PSM) and employee performance (EP) have yet to be made in the higher education sector. This paper presents results from a qualitative study of 20 semi-structured interviews of business academics... more
Links between Public Sector Motivation (PSM) and employee performance (EP) have yet to be made in the higher education sector. This paper presents results from a qualitative study of 20 semi-structured interviews of business academics from Australian universities. The results indicate a relationship between PSM and EP, however, they are not as strongly supported as expected based on the literature. The performance measures examined may also affect the attraction and retention of students and government funding, both of which are essential for the survival of a university, particularly in an environment which is becoming increasingly competitive. In the context of universities, PSM appears to influence employees in terms of their attraction to the profession, but not necessarily their allegiance to one university over another. This information could be a way for universities to set themselves apart from their competitors when it comes to the attraction and retention of academic staff.
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Data used in: Martínez-López, Francisco, Anaya-Sánchez, Rafael, Esteban-Millat, Irene, Torrez-Meruvia, Harold, D'Alessandro, Steven, Miles, Morgan (2020) Influencer marketing: Brand control, commercial orientation and post... more
Data used in: Martínez-López, Francisco, Anaya-Sánchez, Rafael, Esteban-Millat, Irene, Torrez-Meruvia, Harold, D'Alessandro, Steven, Miles, Morgan (2020) Influencer marketing: Brand control, commercial orientation and post credibility. Journal of Marketing Management (in press)
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Understanding the net flows of populations in and out of regional areas has been seen as an important issue for both scholars and policy makers (Eliasson, Westlund, & Johansson, 2015; Lee, 1966; Longino, 1992; Macisco & Pryor, 1963; Moon,... more
Understanding the net flows of populations in and out of regional areas has been seen as an important issue for both scholars and policy makers (Eliasson, Westlund, & Johansson, 2015; Lee, 1966; Longino, 1992; Macisco & Pryor, 1963; Moon, 1995; Ravenstein, 1885). In particular, it is noted that the perception of factors encouraging or discouraging migration are as important as known objective factors (Lee, 1966; Lewis, 1982). Interestingly, research on the migration push-pull model, has been successfully applied to the area of switching service providers in marketing (Bansal, Taylor, & St. James, 2005). In this paper we propose that there are a number of research propositions from the service marketing application of migration theory, which are relevant to regional development. These include the motivations to relocate (or push factors) such as satisfaction with current living arrangements, value for money of current location and bill shock. Pull factors such as benefits of relocati...
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Understanding the net flows of populations in and out of regional areas has been seen as an important issue for both scholars and policy makers (Eliasson, Westlund, & Johansson, 2015; Lee, 1966; Longino, 1992; Macisco & Pryor, 1963; Moon,... more
Understanding the net flows of populations in and out of regional areas has been seen as an important issue for both scholars and policy makers (Eliasson, Westlund, & Johansson, 2015; Lee, 1966; Longino, 1992; Macisco & Pryor, 1963; Moon, 1995; Ravenstein, 1885). In particular, it is noted that the perception of factors encouraging or discouraging migration are as important as known objective factors (Lee, 1966; Lewis, 1982). Interestingly, research on the migration push-pull model, has been successfully applied to the area of switching service providers in marketing (Bansal, Taylor, & St. James, 2005). In this paper we propose that there are a number of research propositions from the service marketing application of migration theory, which are relevant to regional development. These include the motivations to relocate (or push factors) such as satisfaction with current living arrangements, value for money of current location and bill shock. Pull factors such as benefits of relocati...