A Conceptual Model of Service Quality and Its Implications for Future Research<\/a>,\u201d Journal of Marketing<\/em>, 49 (4), 41\u201350. Develops a new theory of service quality (GAPS model). 48,729 citations.<\/strong><\/li>\n\n\n\n<li>Zeithaml, Valarie A. (1988), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//002224298805200302/">Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence<\/a>,\u201d Journal of Marketing<\/em>, 52 (3), 2\u201322. Uses means-end chain theory developed in marketing to develop a new theory on the relations between price, quality, and value with propositions. 35,504 citations.<\/strong><\/li>\n\n\n\n<li>Aaker, David A. and Kevin Lane Keller (1990), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//002224299005400102/">Consumer Evaluations of Brand Extensions<\/a>,\u201d Journal of Marketing<\/em>, 54 (1), 27\u201341. Develops a theory to explain when brand extensions are more likely to be positively evaluated by consumers. 7,146 citations.<\/strong><\/li>\n\n\n\n<li>Kohli, Ajay K. and Bernard J. Jaworski (1990), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//002224299005400201/">Market Orientation: The Construct, Research Propositions, and Managerial Implications<\/a>,\u201d Journal of Marketing<\/em>, 54 (2), 1\u201318. Develops the construct of market orientation and advances propositions about its antecedents and consequences. 16,525 citations.<\/strong><\/li>\n\n\n\n<li>Keller, Kevin L. (1993), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//002224299305700101/">Conceptualizing, Measuring, and Managing Customer-Based Brand Equity<\/a>,\u201d Journal of Marketing<\/em>, 57 (1), 1\u201322. Develops a theory of brand equity and advances propositions linking it to brand awareness and brand image. 31,433 citations.<\/strong><\/li>\n\n\n\n<li>Aaker, Jennifer L. (1997), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//002224379703400304/">Dimensions of Brand Personality<\/a>,\u201d Journal of Marketing Research<\/em>, 34 (3), 347\u201356. Develops the novel construct of brand personality and its five dimensions. 17,098 citations.<\/strong><\/li>\n\n\n\n<li>Fournier, Susan (1998), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1086//209515/">Consumers and Their Brands: Developing Relationship Theory in Consumer Research<\/a>,\u201d Journal of Consumer Research<\/em>, 24 (4), 343\u201373. Develops a theory of consumer-brand relationship quality. 14,240 citations.<\/strong><\/li>\n\n\n\n<li>Brakus, Jo\u0161ko, Bernd H Schmitt, and Lia Zarantonello (2009), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1509//jmkg.73.3.052/">Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?<\/a>\u201d Journal of Marketing<\/em>, 73 (3), 52\u201368. Develops the novel construct of brand experience and advances propositions linking about its consequences. 8,363 citations.<\/strong><\/li>\n\n\n\n<li>Lemon, Katherine N. and Peter C. Verhoef (2016), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1509//jm.15.0420/">Understanding Customer Experience Throughout the Customer Journey<\/a>,\u201d Journal of Marketing<\/em>, 80 (6), 69\u201396. Develops the construct of customer experience, its component stages, and contributing touch points. 8,494 citations.<\/strong><\/li>\n\n\n\n<li>Molner, Sven, Jaideep C. Prabhu, and Manjit S. Yadav (2019), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//0022242918813308/" target=\"_blank\" rel=\"noreferrer noopener\">Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologie<\/a><a href=https://www.ama.org/"https:////go.openathens.net//redirector//gatech.edu?url=https%3A%2F%2Fdoi.org%2F10.1177%2F0022242918813308\%22 target=\"_blank\" rel=\"noreferrer noopener\">s<\/a>,\u201d Journal of Marketing<\/em>, 83 (2), 37\u201361. Develops the novel construct of market scoping mindset and advances propositions linking it to its consequences.<\/strong><\/li>\n\n\n\n<li>Siebert, Anton, Ahir Gopaldas, Andrew Lindridge, and Cl\u00e1udia Sim\u00f5es (2020), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//0022242920920262/">Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals<\/a>,\u201d Journal of Marketing<\/em>, 84 (4), 45\u201366. Develops a novel typology of customer journeys and advances propositions linking them to its consequences.<\/strong><\/li>\n\n\n\n<li>Burchett, Molly. R., Brian Murtha, and Ajay K. Kohli (2023), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429221138302/">Secondary Selling: Beyond the Salesperson\u2013Customer Dyad<\/a>,\u201d Journal of Marketing<\/em>, 87 (4), 575\u2013600. Develops the novel construct of secondary selling and advances propositions linking it to its consequences.<\/strong><\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-submission-deadline-august-1-2026\">Submission Deadline: August 1, 2026<\/h2>\n\n\n\nAll manuscripts will be reviewed as a cohort for this special issue of the Journal of Marketing<\/em>. All submissions will go through Journal of Marketing<\/em>\u2019s double-anonymized review and follow standard norms and processes. Submissions must be made via the journal\u2019s <a href=https://www.ama.org/"https:////mc.manuscriptcentral.com//ama_jm/" target=\"_blank\" rel=\"noreferrer noopener\">ScholarOne site<\/a>, with author guidelines available <a href=https://www.ama.org/"https:////www.ama.org//submission-guidelines-american-marketing-association-journals///" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>. For any queries, feel free to reach out to the special issue editors.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-special-session\">Special Session<\/h2>\n\n\n\nThe special issue editors are organizing a special session at the 2025 AMA Summer Academic Conference in Chicago on August 23, 2:00\u20133:15 pm. Everyone interested in learning more about this special issue is invited to attend this session. For conference information and registration, <a href=https://www.ama.org/"https:////www.ama.org//events//academic//2025-ama-summer-academic-conference///" target=\"_blank\" rel=\"noreferrer noopener\">click here<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-reference\">Reference<\/h2>\n\n\n\nMacInnis, Deborah J. (2011), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1509//jmkg.75.4.136/" target=\"_blank\" rel=\"noreferrer noopener\">A Framework for Conceptual Contributions in Marketing<\/a>,\u201d\u00a0Journal of Marketing,<\/em>\u00a075 (4), 136\u201354.<\/p>\n\n\n\nGo to the\u00a0<a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n","post_title":"Call for Papers | Journal of Marketing: Special Issue on Organic Marketing Theory","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"call-for-papers-journal-of-marketing-special-issue-on-organic-marketing-theory","to_ping":"","pinged":"","post_modified":"2025-06-10 12:27:49","post_modified_gmt":"2025-06-10 17:27:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=196950","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":195368,"post_author":"210955","post_date":"2025-05-20 10:20:17","post_date_gmt":"2025-05-20 15:20:17","post_content":"\nFirms have long used social media platforms like Facebook, Instagram, and X (formerly Twitter) for disseminating information, customer service, targeting influencers to promote products, and building online communities with highly engaged audiences to promote products and services. As consumers seek more personalized and community-driven content, brands are creating unique, interactive experiences on platforms like X, and leveraging platform-specific features is becoming key to capturing and retaining audience attention.<\/p>\n\n\n\nIn a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241298654/" target=\"_blank\" rel=\"noreferrer noopener\">new Journal of Marketing<\/em> study<\/a>, we investigate whether firms traditionally recognized as close competitors exhibit the same rivalry online through similar content strategies or whether they adopt more unique approaches on X. In a competitive digital landscape, marketers realize the importance of differentiating their social media strategies from competitors. Platforms like X offer distinct features such as real-time interaction, community building, and content co-creation that significantly enhance a firm\u2019s ability to stand out. We explore whether and how firms might differentiate themselves from close competitors using X.<\/p>\n\n\n\nOur study examines 199 large consumer-facing retail brands on X over a five-year period, using a novel metric to assess content similarity between these firms and their closest traditional competitors. Results show firms that diverge from their competitors\u2019 strategies benefit from higher engagement and attract new followers more quickly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-three-tiers-of-tweets\">Three Tiers of Tweets<\/strong><\/h2>\n\n\n\nA key discovery from our study is a hierarchical structure in content creation strategies. To better understand how firms differentiate their content strategies, we classify tweets into ten distinct categories, grouped into three tiers:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>All firms we studied produced content to some degree in the five categories that represent the bottom tier, which focus on one-way information dissemination<\/strong>. Examples include promotional messages or product updates.<\/li>\n\n\n\n<li>A majority of firms (61%) also adopted content strategies that focused on community engagement<\/strong>.<\/li>\n\n\n\n<li>An even lower number of firms, around 35%, added content strategies that focused on user interaction and co-creation<\/strong>.<\/li>\n<\/ol>\n\n\n\nFirms that focus on community building and co-creation not only differentiate their content strategies from their close competitors but also perform better in terms of engagement and follower growth. In contrast, firms that are more similar to their competitors primarily create content in the base tier, where the content strategy is focused on vertical differentiation from the closest competitors.<\/p>\n\n\n\nThe firms that perform best on social media are those that build strong relationships with their followers. These companies excel by using strategies that go beyond simple promotions to create interactive experiences. For example, some firms organize events or launch campaigns that encourage users to share their own content, participate in conversations, or provide feedback on new products. This level of engagement helps differentiate these firms from their competitors and results in stronger brand loyalty.<\/p>\n\n\n\nOur research also highlights the importance of adaptability in social media strategy. As social media platforms like X evolve to offer new tools and features, firms that are quick to adapt and leverage these features are more likely to succeed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-marketers\">Lessons for Marketers<\/h2>\n\n\n\nFor marketers and business leaders, the implications of our study are clear. Firms should use novel solutions to monitor competitors\u2019 strategies and focus on differentiating their content strategies if they want to succeed on social media platforms. This means moving beyond basic promotions and embracing strategies that engage users, foster community, and encourage interaction and co-creation. Retailers that can leverage these effectively will see the greatest returns in terms of engagement and follower growth.<\/p>\n\n\n\nOur findings provide vital lessons for Chief Marketing Officers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Firms can rank competitors by dissimilarity of content to determine which of their top traditional competitors have a potential social media competitive advantage. This mapping of competitors can help firms better understand their own position in the social media competitive space and strategically develop their own social media content toward further differentiation.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Firms can use our hierarchical structure to better design their social media differentiation strategies. Our hierarchy connects specific content strategies with engagement on X. It is important for managers to know the capabilities of social media and how they can leverage those capabilities to increase social media engagement.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>To maximize engagement, firms could use emerging novel AI-based solutions that allow monitoring of competitors\u2019 actions and content in real time.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Managers should use memorable hashtags to create valuable communities of social media followers around their products, events, interactive marketing campaigns, and contests involving followers in value co-creation and co-innovation.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Platform providers can design mechanisms to facilitate co-creation interactions between firms and followers. For instance, a social media platform might offer a functionality to create \u201cvirtual design labs\u201d where firms would initiate discussions around new products and invite ideas and user-generated content from followers. Such value-added features can be priced differently and would serve as additional revenue streams for platforms.<\/li>\n<\/ul>\n\n\n\n\n\nSource:<\/strong> Mikhail Lysyakov, P.K. Kannan, Siva Viswanathan, and Kunpeng Zhang, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241298654/" target=\"_blank\" rel=\"noreferrer noopener\">Retailer Differentiation in Social Media: An Investigation of Firm-Generated Content on Twitter<\/a>,\u201d <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>.<\/p>\n\n\n\nGo to the\u00a0<a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n\n","post_title":"Standing Out in the Scroll: Why Content Differentiation Beats Imitation on X","post_excerpt":"A Journal of Marketing study shows how firms that diverge from their competitors\u2019 social media strategies see higher engagement and attract new followers more quickly.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"standing-out-in-the-scroll-why-content-differentiation-beats-imitation-on-x","to_ping":"","pinged":"","post_modified":"2025-05-20 11:47:58","post_modified_gmt":"2025-05-20 16:47:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=195368","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":194542,"post_author":"210445","post_date":"2025-05-08 13:06:54","post_date_gmt":"2025-05-08 18:06:54","post_content":"\n\n\nPicture this: A kids\u2019 menu contains some healthy options, so a parent decides to order one for their child\u2014perhaps grilled chicken bites with baby carrots. However, when it comes to the parent's own order, they choose something less healthy, such as a cheeseburger with fries. They do this not because they necessarily want a burger themselves but out of concern that their child won\u2019t like or eat their healthy meal, so the parent uses their own meal as a backup option. This common scenario reveals a complex dynamic in family dining that has significant implications for restaurants, policymakers, and public health.<\/p>\n\n\n\nA <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231184830/" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research <\/em>article<\/a> dives deep into the dynamics of these parent\u2013child consumption choices through a series of studies, including interviews, a field experiment at a nursery school, and lab experiments. When parents choose healthy options for their kids in settings where sharing is possible, they often make unhealthy choices for themselves. This isn't simply a matter of parents rewarding themselves; rather, it reflects a deeper tension between present-focused concerns (\"will my child eat enough?\") and future-focused concerns (\u201cis my child learning healthy eating habits?\u201d).<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n\"When parents choose healthy options for their kids in settings where sharing is possible, they often make unhealthy choices for themselves.\"<\/p>\n<\/blockquote>\n\n\n\nThe research identifies a psychological process in which parents focus so heavily on their child's needs that they view their own meal as an extension of their child's plate, often leveraging it as an alternative option for their child. This behavior not only impacts immediate consumption but could also have longer-term implications related to the wellness of the parents and, in turn, the wellness of the family the as a whole, as well as the modeling of unhealthy habits for children\u2014despite parents' good intentions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-can-restaurants-and-policymakers-do\">What Can Restaurants and Policymakers Do?<\/h2>\n\n\n\nFor restaurants and policymakers, these findings suggest the need for a more holistic approach to family dining. Simply adding healthy options to kids' menus isn't enough; the entire dining ecosystem needs attention. Restaurants might consider menu language that promotes future-focused thinking about family meals, developing marketing communications that help set boundaries around food sharing, and working on aligning perceptions of healthy and tasty food. Meanwhile, policymakers should look beyond simply mandating healthy children's menu options to consider guidelines that address both children's and adults' choices, especially in settings where families eat together. Educational campaigns could help families prioritize future well-being over immediate concerns, thus addressing the psychological dynamics revealed in this research.\u2003<\/p>\n\n\n\nWe had the privilege of speaking directly with two authors, Kelley Gullo Wight and Peggy Liu, to dive deeper into their fascinating study. Read on for their insights and behind-the-scenes stories:<\/em><\/p>\n\n\n\nQ: What initially inspired you to study the relationship between parents\u2019 choices for their children and their subsequent choices for themselves? Can you share how the initial idea led to further studies and ultimately became the published article?<\/em><\/strong><\/p>\n\n\n\nDr. Wight:<\/strong> The initial inspiration came from personal observations during my first year of the PhD program. I got a cat and noticed an interesting pattern in my own behavior: I would go to the pet food store and spend a lot of time picking out the healthiest food. Afterward, I would go to the cupcake store next door and buy myself a cupcake. I started wondering, \"What is happening? Why am I doing this?\" This initial observation sparked broader research into how our initial choices for close others might affect our subsequent choices for ourselves.<\/p>\n\n\n\nDr. Liu:<\/strong> At some point along the journey for this project, we expanded our study to consider a huge variety of relationships, such as siblings, competitive relationships, and friendships. However, what the JMR <\/em>review team wanted us to do was, instead of covering every possible type of choice for others affecting choice for self, to think more about one specific type of context where it's common to make choices for others and to figure out why there are influences between choices for others and choices for self in that context. By focusing on the parent\u2013child relationship, we were able to develop a much stronger and more impactful paper.<\/p>\n\n\n\nQ: Were there any challenges in earlier studies, such as the field study conducted in the nursery school? How did you ultimately execute it?<\/em><\/strong><\/p>\n\n\n\nDr. Wight:<\/strong> The original version of the paper included a field study at a dog park. When the review team wanted us to focus specifically on parent\u2013child relationships, we needed to find a replacement field study, which proved quite challenging during COVID.<\/p>\n\n\n\nUltimately, we partnered with a nursery school. While we couldn't directly observe parents and children eating because of COVID protocols, they allowed us to coordinate take-home meal orders for families. We are very grateful to the nursery school for their willingness to work with us. After the research was completed, we were able to give back to the community by conducting workshops about families with the parents, which was really great.<\/p>\n\n\n\nQ: Could greater literacy regarding sustainable and health-conscious food choices make a difference? What suggestions would you offer to parents based on your findings?<\/em><\/strong><\/p>\n\n\n\nDr. Wight:<\/strong> Focusing on sustainability and avoiding food waste could have a countereffect here: people might be more likely to pick a less healthy backup option to make sure all food is eaten. One thing that seems to be going on is that it may be valuable as a parent to be able to provide a wide variety of options that you have (as the parent) cleared as being healthy and to then let the child pick among them. This way, you're still exerting control as the parent, and the child has a greater variety of healthy options to pick from, which might encourage healthier eating and help ensure that they pick the healthy options that they view as especially tasty.<\/p>\n\n\n\nDr. Liu:<\/strong> I think most parents and adults know what's healthy and unhealthy. Our research suggests that it is really important to emphasize that parents have a future focus (e.g., thinking about their child\u2019s development of healthy habits for their future) instead of just a present focus (e.g., thinking about their child\u2019s eating at that present moment). I think it\u2019s also important to help people\u2014both adults and children\u2014understand that health and taste can be aligned. There's some interesting research in nutrition that shows you have to try food many times before you can actually know if you like it.<\/p>\n\n\n\nQ: Based on your research, what adjustments would you suggest to restaurants to help promote healthier eating habits, particularly given that many kids' meals today tend to be unhealthy?<\/em><\/strong> How could these insights be applied in public health initiatives?<\/em><\/strong><\/p>\n\n\n\nDr. Liu:<\/strong> While some companies and school cafeterias have tried to encourage providing children with healthier meals, we need to think about both short-term and long-term impacts. One key aspect would be to make health and taste feel more aligned for children. I think it\u2019s important for children to develop actual enjoyment of these healthier options. Many parents know that it's not good for their kids to eat unhealthy options frequently; to the extent that restaurants or companies could help children develop healthier habits, I think parents would be willing to eat [at these locations] more frequently.<\/p>\n\n\n\nDr. Wight:<\/strong> The White House released a <a href=https://www.ama.org/"https:////www.whitehouse.gov//briefing-room//statements-releases//2023//03//24//fact-sheet-biden-harris-administration-launches-the-white-house-challenge-to-end-hunger-and-build-healthy-communities-announces-new-public-private-sector-actions-to-continue-momentum-from-hist///" target=\"_blank\" rel=\"noreferrer noopener\">challenge<\/a> in 2023 for restaurants and businesses to offer more healthy children's options, and many companies signed up. Our research insights suggest that we can't only focus on the healthy options we offer on the kids' menu or how we advertise healthy options for kids. We have to think about how parents pick their own meals as well because what really matters is what's available on the table.<\/p>\n\n\n\nQ: Given societal pressure, such as the ideal of a \"perfect parent,\" or when in a social event with other parents, will parents\u2019 behavior change?<\/em><\/strong><\/p>\n\n\n\nDr. Wight:<\/strong> I think, in some ways it's an empirical question\u2014something that could be interesting to study. With these kinds of parental peer pressure situations, I see where it could result in parents being more likely to try to encourage their children to eat healthy, which exacerbates the concern about whether they will eat enough to be full (such that parents choose unhealthy backup options). However, in other ways, parents may also choose healthy for themselves, given their peer influence. Something else could happen too. When you're sitting with your parent friend and want to hang out, maybe you want to settle your child as soon as possible and give them something unhealthy that you know they\u2019ll eat without any protest. This depends on all kinds of factors, which adds another layer of social influence to this kind of social dynamic.<\/p>\n\n\n\nQ: Beyond food, do you think similar behaviors might arise in other caregiving areas, such as educational choices (e.g., extracurriculars) or financial decisions for children? Are there common threads across different contexts?)<\/em><\/strong><\/p>\n\n\n\nDr. Liu:<\/strong> I think one broad concept that ties all these areas together is that parents make sacrifices. As parents, you may sacrifice your time, money, and consumption preferences across these domains. However, some of our findings in this particular JMR<\/em> paper are fairly specific to food in the sense that if you think about something like the problems of sharing food and the immediate concerns of the child\u2019s hunger, I'm not sure how those concepts translate as easily to education choices. There are parents who drive themselves ragged, trying to drive their children all over town to every extracurricular, when really what might have been better for the child and the whole family's well-being is if the parent was less stressed. Therefore, while this is a bit removed from what this research project focused on empirically, it has a broader theme of sacrificing your own well-being for the child. This area of sacrifice is a really interesting one, I think, especially given recent calls by the <a href=https://www.ama.org/"https:////www.hhs.gov//about//news//2024//08//28//us-surgeon-general-issues-advisory-mental-health-well-being-parents.html/" target=\"_blank\" rel=\"noreferrer noopener\">U.S. Surgeon General<\/a> for more work on the well-being of caregivers.<\/p>\n\n\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-references\">References<\/h4>\n\n\n\nKelley Gullo Wight, Peggy J. Liu, Lingrui Zhou, and Gavan J. Fitzsimons (2024), \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231184830/" target=\"_blank\" rel=\"noreferrer noopener\">Sharing Food Can Backfire: When Healthy Choices for Children Lead Parents to Make Unhealthy Choices for Themselves<\/a>,\" Journal of Marketing Research<\/em>, 61 (3), 451\u201371. <a href=https://www.ama.org/"https:////doi.org//10.1177//00222437231184830/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/doi.org\/10.1177\/00222437231184830<\/a><\/p>\n\n\n\nThe White House (February 27, 2024), \"<a href=https://www.ama.org/"https:////www.whitehouse.gov//briefing-room//statements-releases//2024//02//27//fact-sheet-the-biden-harris-administration-announces-nearly-1-7-billion-in-new-commitments-cultivated-through-the-white-house-challenge-to-end-hunger-and-build-healthy-communities///" target=\"_blank\" rel=\"noreferrer noopener\">FACT SHEET: The Biden-Harris Administration Announces Nearly $1.7 Billion in New Commitments Cultivated Through the White House Challenge to End Hunger and Build Healthy Communities<\/a>\"<\/p>\n\n\n\nU.S. Department of Health and Human Services (August 28, 2024), \"<a href=https://www.ama.org/"https:////www.hhs.gov//about//news//2024//08//28//us-surgeon-general-issues-advisory-mental-health-well-being-parents.html/" target=\"_blank\" rel=\"noreferrer noopener\">U.S. Surgeon General Issues Advisory on the Mental Health and Well-Being of Parents<\/a>.\"<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/a><\/em><\/p>\n\n\n","post_title":"The Parent's Plate Problem: How Good Intentions for Kids Lead to Poor Food Choices for Adults","post_excerpt":"A Journal of Marketing Research study shows that when parents choose healthy food options for their kids, they often end up making unhealthy choices for themselves.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-parents-plate-problem-how-good-intentions-for-kids-lead-to-poor-food-choices-for-adults","to_ping":"","pinged":"","post_modified":"2025-05-08 13:41:45","post_modified_gmt":"2025-05-08 18:41:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=194542","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":194294,"post_author":"188","post_date":"2025-05-07 12:57:12","post_date_gmt":"2025-05-07 17:57:12","post_content":"\nThe fight against food waste has gained global momentum, with policies like California\u2019s ban on \u201csell by\u201d dates aiming to reduce unnecessary disposal. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241299392/" target=\"_blank\" rel=\"noreferrer noopener\">new Journal of Marketing<\/em> study<\/a> finds that consumer perceptions about food healthiness play a surprisingly critical role in waste decisions. We discover that healthy foods are more likely to be discarded when nearing their expiration dates because consumers perceive them as more perishable\u2014even when actual freshness is the same.<\/p>\n\n\n\nThis misperception has wide-reaching consequences. Consumers demand steeper discounts for healthy foods close to expiration, are less likely to consume them, and ultimately waste them more often than less healthy options. These biases not only undermine sustainability efforts but also create challenges for retailers striving to balance inventory management and profit margins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-misconceptions-about-freshness\">Misconceptions About \"Freshness\"<\/h2>\n\n\n\nOur research reveals a fundamental disconnect in how consumers evaluate healthy and unhealthy foods. Healthy items are often perceived as \u201cfresher,\u201d which ironically leads to the belief that they spoil faster. This misconception influences decisions across the food value chain\u2014from purchase to consumption to disposal. For example, consumers are less likely to eat a salad nearing its expiration date compared to a similarly aged bag of chips, believing the former to be riskier to their health.<\/p>\n\n\n\nRetailers face the ripple effects of these biases. Healthy foods nearing expiration often require deeper price cuts to incentivize purchase. This impacts profit margins and creates logistical challenges in maintaining stock levels.<\/p>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h3 class=\"wp-block-heading\" id=\"h-key-insights\">Key Insights<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Consumers Demand Larger Discounts for Healthy Foods Nearing Expiry<\/strong> Healthy items close to their expiration dates are often perceived as riskier to consume, causing consumers to demand steeper price reductions compared to unhealthy alternatives. <\/li>\n\n\n\n<li>Healthy Foods Are Wasted More Frequently<\/strong> The belief that healthy foods spoil faster means consumers are more likely to discard these items before their expiration dates, leading to higher levels of waste. <\/li>\n\n\n\n<li>Bias in Leftover Decisions<\/strong> When presented with leftover foods, consumers are less inclined to eat healthy options and are quicker to dispose of them compared to less healthy choices, believing the former to be less safe.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-marketers-and-policymakers\">Implications for Marketers and Policymakers<\/strong><\/h2>\n\n\n\nFor marketers and retailers, these findings offer actionable insights. Addressing these misperceptions through better labeling and communication can help shift consumer behavior. For instance, emphasizing the durability and stability of healthy foods could mitigate concerns about spoilage. Campaigns that educate consumers about the true perishability of items\u2014highlighting facts like the longevity of certain produce or the minimal risks of consuming healthy foods slightly past their expiration dates\u2014can also play a crucial role.<\/p>\n\n\n\nIn addition, current regulations often emphasize the removal of ambiguous date labels but overlook the underlying biases that drive consumer behavior. Policymakers can complement these efforts by promoting educational initiatives that challenge misconceptions about healthy food spoilage. Encouraging transparency in food labeling and creating consistent messaging around expiration dates can reduce waste across households and retail environments.<\/p>\n\n\n\nWe also observe opportunities for innovation. Retailers could experiment with dynamic pricing models tailored to healthy foods nearing expiration, offering targeted discounts that maintain profitability while encouraging consumption. Additionally, grocery stores could partner with brands to develop packaging that reassures consumers about the freshness of healthy items, even as they approach their expiration dates.<\/p>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<ul class=\"wp-block-list\">\n<li>Clearer Labeling<\/strong>: Retailers can introduce packaging that emphasizes the durability and stability of healthy foods, correcting the belief that they spoil faster. <\/li>\n\n\n\n<li>Consumer Education Campaigns<\/strong>: Policymakers and industry leaders can develop initiatives that educate consumers about the true perishability of healthy foods, particularly those that appear fresher but have similar shelf lives to less healthy items. <\/li>\n\n\n\n<li>Dynamic Pricing Models<\/strong>: Retailers might adopt targeted discount strategies that account for perceived risks while maintaining profitability.<\/li>\n<\/ul>\n<\/div>\n\n\n\nBeyond waste reduction, these strategies align with broader goals of promoting healthy eating and sustainability. By making consumers feel more confident about purchasing and consuming healthy foods close to expiry, marketers and policymakers can drive both health and environmental benefits.<\/p>\n\n\n\n\n\nSource:<\/strong> Christine Kim, Young Eun Huh, and Brent McFerran, \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241299392/" target=\"_blank\" rel=\"noreferrer noopener\">To Dispose or Eat? The Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods<\/a>,\" <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n\n","post_title":"Healthy But Wasted: How Consumer Misconceptions About Expiration Dates Increase Food Waste and Eat Into Profit Margins","post_excerpt":"A Journal of Marketing study shows consumers perceive healthy foods as \u201cfresher,\u201d leading to the belief that they spoil faster. This causes both unnecessary food waste and lost profits.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"healthy-but-wasted-how-consumer-misconceptions-about-expiration-dates-increase-food-waste-and-eat-into-profit-margins","to_ping":"","pinged":"","post_modified":"2025-05-07 12:57:24","post_modified_gmt":"2025-05-07 17:57:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=194294","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":193692,"post_author":"209905","post_date":"2025-04-28 11:00:23","post_date_gmt":"2025-04-28 16:00:23","post_content":"\nDisability-inclusive corporate social responsibility (CSR) represents a transformative path toward equitable and accessible marketing. In a world increasingly focused on social responsibility, inclusive design offers brands an essential route to create meaningful connections with consumers with disabilities. This commentary explores \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//07439156251315371/" target=\"_blank\" rel=\"noreferrer noopener\">Creating Equity by Design: A Conceptual Framework for Marketplace Inclusion<\/a>\u201d by Lteif et al. (2025), which outlines sensory, cognitive, behavioral, and social dimensions in inclusive marketing. Applying these principles can enhance consumer loyalty, elevate brand reputation, and advance social equity, building a marketplace where people of all abilities feel included.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-expanding-role-of-csr-in-today-s-market\">The Expanding Role of CSR in Today\u2019s Market<\/strong><\/h2>\n\n\n\nCSR has shifted beyond traditional profit motives to embrace broader social and ethical responsibilities. As businesses commit to addressing pressing social issues, disability inclusion remains an area where significant progress is still needed. People with disabilities (PWDs) are often excluded from marketing strategies and brand communications. This inclusion gap persists, even though this significant demographic consists of 1.6 billion people, constitutes 22% of the population, and collectively controls $18 trillion in buying power (Return on Disability 2024). Organizations have a valuable opportunity to expand their market reach and create positive social impact by integrating disability-inclusive CSR initiatives.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-aligning-csr-with-consumer-expectations-for-social-impact\">Aligning CSR with Consumer Expectations for Social Impact<\/strong><\/h2>\n\n\n\nModern consumers prioritize authenticity and purpose in the brands they support, expecting companies to address social causes in a way that feels genuine. A report indicates that 87% of consumers favor brands with active social or environmental initiatives, while 76% avoid those that fall short in these areas (Cone Communications 2017). Embracing disability inclusion within CSR not only helps brands align with evolving consumer expectations but also fosters a strong sense of trust and connection. CSR efforts address inequities faced by marginalized groups, including PWDs. As organizations integrate disability inclusion into their CSR efforts, it is imperative to embrace the mantra of the disability community, \u201cNothing about us without us.\u201d It emphasizes the importance of involving people with disabilities in decisions that impact them. By supporting disability-inclusive CSR, brands can build long-lasting loyalty and contribute to a fairer, more accessible marketplace.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-addressing-the-representation-gap-in-marketing\">Addressing the Representation Gap in Marketing<\/strong><\/h2>\n\n\n\nDespite increasing emphasis on diversity, disabled individuals remain vastly underrepresented in media and advertising. In 2021, a Nielsen study reported that only 1% of ads featured disabled individuals. Similarly, the 2018 Public Relations and Communications Association\u2019s Census revealed merely 2% of communications professionals identified as having a disability (Khatwani 2018). This lack of representation perpetuates an empathy gap, where stereotypes are reinforced and authentic perspectives from the disabled community are missing. Including PWDs in advertising not only provides accurate representation but also gives voice to their experiences, enabling brands to develop campaigns that resonate with real consumer needs. Expanding representation allows brands to dismantle barriers, cultivate inclusivity, and bridge the empathy gap in media.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-applying-the-inclusive-csr-design-framework\">Applying the Inclusive CSR Design Framework<\/strong> <\/h2>\n\n\n\nLteif et al.\u2019s (2025) framework introduces four dimensions for inclusive marketing: sensory, cognitive, behavioral, and social accessibility. Each addresses a unique accessibility aspect, offering brands a way to reach diverse audiences.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Sensory Accessibility<\/strong>: Sensory accessibility ensures that content reaches individuals with different sensory needs, like those with low vision. For example, Schick Intuition partnered with a popular blind social media influencer, Molly Burke, for its \u201cContent For All\u201d initiative. This effort focused on improving the accessibility of its social media content with the addition of detailed textual image descriptions and accessible hashtags while highlighting the importance of sensory accessibility in social media (DeSantis 2021).<\/li>\n\n\n\n<li>Cognitive Accessibility<\/strong>: Cognitive accessibility accommodates a range of cognitive abilities. IBM\u2019s \u201cNeurodiversity @ IBM\u201d program involves neurodiverse employees in creating content to ensure that it meets diverse needs (Grant Pickens 2021).<\/li>\n\n\n\n<li>Behavioral Accessibility<\/strong>: Behavioral accessibility removes functional barriers to improve usability. Starbucks\u2019s Signing Store, codesigned by Deaf employees, includes an open layout floor plan to support signing and integrates a two-way visual ordering system to set a new standard for retail accessibility (Blanchard and McAlpine 2018).<\/li>\n\n\n\n<li>Social Accessibility<\/strong>: Social accessibility emphasizes inclusive portrayals in media. Google\u2019s 2024 Super Bowl ad, \u201cJavier in Frame,\u201d featuring a low-vision user and created by a blind filmmaker, shows that disability representation can be impactful and socially affirming (Shaul 2024).<\/li>\n<\/ol>\n\n\n\nAligning CSR with these four dimensions allows brands to develop campaigns that prioritize accessibility, ensuring that people with disabilities feel valued and empowered.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-financial-and-social-benefits-of-disability-inclusive-csr\">Financial and Social Benefits of Disability-Inclusive CSR<\/strong><\/h2>\n\n\n\nInvesting in disability-inclusive CSR delivers significant financial and social benefits, establishing it as a strategic business decision beyond ethical commitment. The Public Relations and Communications Association's (2023) Accessible Communications Guidelines underscores that accessible communications improve brand preference, purchase intent, and loyalty among disabled consumers and their networks, whereas inaccessible content risks alienating this demographic, damaging brand reputation.<\/p>\n\n\n\nFinancially, the advantages are substantial. A recent study by Accenture and Disability:IN (2023) found that companies focused on disability inclusion report 1.6 times higher revenue, 2.6 times higher net income, and double the economic profit compared with those without disability initiatives. This data highlights that disability-inclusive CSR not only meets societal expectations but enhances profitability.<\/p>\n\n\n\nFurther illustrating the business value of disability inclusion, a 2022 Forrester report estimates a $100 return for every dollar invested in accessibility (Bureau of Internet Accessibility 2024). Positive word of mouth within the disabled community and its allies further amplifies these gains, strengthening brand loyalty and expanding market reach. These benefits demonstrate why accessibility and inclusion are strategic priorities that also reinforce brand equity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-policy-recommendations-for-advancing-disability-inclusive-csr\">Policy Recommendations for Advancing Disability-Inclusive CSR<\/strong><\/h2>\n\n\n\nPublic policy can play a vital role in promoting disability inclusion. Policy makers should consider the following:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Disability-Inclusive Hiring Incentives<\/strong>: Offering financial incentives to companies hiring, retaining, and supporting PWDs at all levels helps bridge representation gaps and fosters cultures where PWD perspectives enhance brand strategies and public initiatives.<\/li>\n\n\n\n<li>Accessibility Certification Programs<\/strong>: Establishing a certification for disability-friendly brands based on Lteif et al.\u2019s (2025) four accessibility dimensions would set a high standard, helping consumers identify accessible brands.<\/li>\n\n\n\n<li>Mandated Accessible Marketing Tools<\/strong>: Requiring that marketing tools support assistive technologies ensures that disabled employees can fully participate in campaign creation, enhancing accessibility internally and externally.<\/li>\n\n\n\n<li>Public\u2013Private Partnerships for Inclusive Design Research<\/strong>: Collaborations between government, businesses, and nonprofits can drive innovation in inclusive design, accelerating the development of accessible products, tools, and experiences that meet the needs of PWDs.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\">Conclusion<\/strong><\/h2>\n\n\n\nLteif et al.\u2019s (2025) article provides brands with a powerful roadmap to foster disability-inclusive CSR, guiding them to consider sensory, cognitive, behavioral, and social dimensions in their marketing strategies. By embracing this framework, brands can move beyond surface-level inclusion efforts to build authentic connections with people with disabilities, fostering social equity and creating marketing that resonates meaningfully with diverse audiences.<\/p>\n\n\n\nDisability-inclusive CSR not only advances consumer trust and long-term loyalty but also unlocks untapped financial potential by expanding access to a market often overlooked. Through the integration of these inclusive design principles, brands can transform their approach, contributing to a marketplace where people of all abilities feel recognized, empowered, and valued. As more companies adopt this framework, they reinforce their corporate image as leaders in inclusivity, paving the way toward a future where marketing serves as a genuine bridge to belonging for all.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-references\">References<\/strong><\/h3>\n\n\n\nAccenture and Disability:IN (2023), \u201cThe Disability Inclusion Imperative,\u201d (accessed March 20, 2025), <a href=https://www.ama.org/"https:////www.accenture.com//content//dam//accenture//final//accenture-com//document-2//Disability-Inclusion-Report-Business-Imperative.pdf/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.accenture.com\/content\/dam\/accenture\/final\/accenture-com\/document-2\/Disability-Inclusion-Report-Business-Imperative.pdf<\/a>.<\/p>\n\n\n\nBureau of Internet Accessibility (2024), \u201cWhat\u2019s the ROI of Web Accessibility?\u201d (January 3), <a href=https://www.ama.org/"https:////www.boia.org//blog//roi-of-web-accessibility/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.boia.org\/blog\/roi-of-web-accessibility<\/a>.<\/p>\n\n\n\nCone Communications (2017), \u201c2017 Cone Communications CSR Study,\u201d (accessed March 20, 2025), <a href=https://www.ama.org/"https:////www.cbd.int//doc//case-studies//inc//cs-inc-cone-communications-en.pdf/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.cbd.int\/doc\/case-studies\/inc\/cs-inc-cone-communications-en.pdf<\/a>.<\/p>\n\n\n\nDeSantis, Rachel (2021), \u201cBlind YouTube Star Molly Burke Is Fighting to Make Social Media More Inclusive: \u2018Really No Excuse,\u2019\u201d People<\/em> (June 29), <a href=https://www.ama.org/"https:////people.com//human-interest//blind-youtube-star-molly-burke-is-fighting-to-make-social-media-more-inclusive///" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/people.com\/human-interest\/blind-youtube-star-molly-burke-is-fighting-to-make-social-media-more-inclusive\/<\/a>.<\/p>\n\n\n\nBlanchard, Lauren and David McAlpine (2018), \u201cStarbucks Opens First US-Based Sign Language Store,\u201d New York Post<\/em> (October 24), <a href=https://www.ama.org/"https:////nypost.com//2018//10//24//starbucks-opens-first-us-based-sign-language-store///" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/nypost.com\/2018\/10\/24\/starbucks-opens-first-us-based-sign-language-store\/<\/a>.<\/p>\n\n\n\nGrant Pickens, Carla (2021), \u201cNeurodiversity Acceptance Month 2021: Awareness, Acceptance, & Advancement,\u201d IBM Newsroom (April 6), <a href=https://www.ama.org/"https:////newsroom.ibm.com//Neurodiversity-IBM?item=32865\%22 target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/newsroom.ibm.com\/Neurodiversity-IBM?item=32865<\/a>.<\/p>\n\n\n\nKhatwani, Neha (2018), \u201cOpinion: Why the PRCA is taking decisive action on diversity in PR,\u201d Gorkana (February 19), <a href=https://www.ama.org/"https:////www.gorkana.com//2018//02//opinion-why-the-prca-is-taking-decisive-action-on-diversity-in-pr///" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.gorkana.com\/2018\/02\/opinion-why-the-prca-is-taking-decisive-action-on-diversity-in-pr\/<\/a>.<\/p>\n\n\n\nLteif, Lama, Helen van der Sluis, Lauren G. Block, Luca Cian, Vanessa M. Patrick, and Maura L. Scott (2025), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//07439156251315371/" target=\"_blank\" rel=\"noreferrer noopener\">Creating Equity by Design: A Conceptual Framework for Marketplace Inclusion<\/a>,\u201d Journal of Public Policy & Marketing<\/em>, 44 (2), 214\u201331.<\/p>\n\n\n\nNielsen (2021), \u201cVisibility of Disability: Portrayals of Disability in Advertising,\u201d (August), <a href=https://www.ama.org/"https:////www.nielsen.com//insights//2021//visibility-of-disability-portrayals-of-disability-in-advertising///" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.nielsen.com\/insights\/2021\/visibility-of-disability-portrayals-of-disability-in-advertising\/<\/a>.<\/p>\n\n\n\nPublic Relations and Communications Association (2023), \u201cPRCA Accessible Communications Guidelines: 2023 Edition,\u201d (accessed March 20), <a href=https://www.ama.org/"https:////accessible-communications.com//wp-content//uploads//2023//08//ACCESSIBLE-COMMUNICATIONS-GUIDELINES-2023.pdf/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/accessible-communications.com\/wp-content\/uploads\/2023\/08\/ACCESSIBLE-COMMUNICATIONS-GUIDELINES-2023.pdf<\/a>.<\/p>\n\n\n\nReturn on Disability (2024), \u201cAnnual Report 2024,\u201d (September 20), <a href=https://www.ama.org/"https:////www.rod-group.com//research-insights//annual-report-2024///" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.rod-group.com\/research-insights\/annual-report-2024\/<\/a>.<\/p>\n\n\n\nShaul, Brandy (2024), \u201cGoogle Pixel Celebrates Accessibility in Its Latest Super Bowl Ad,\u201d Adweek<\/em> (accessed March 20, 2025), <a href=https://www.ama.org/"https:////www.adweek.com//brand-marketing//google-pixel-super-bowl-58-ad-commercial///" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.adweek.com\/brand-marketing\/google-pixel-super-bowl-58-ad-commercial\/<\/a>.<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-public-policy-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Public Policy & Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"Bridging the Gap: Disability-Inclusive Corporate Social Responsibility as a Catalyst for Equitable Marketing Transformation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"bridging-the-gap-disability-inclusive-corporate-social-responsibility-as-a-catalyst-for-equitable-marketing-transformation","to_ping":"","pinged":"","post_modified":"2025-04-28 11:04:49","post_modified_gmt":"2025-04-28 16:04:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=193692","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":193369,"post_author":"209566","post_date":"2025-04-22 11:15:41","post_date_gmt":"2025-04-22 16:15:41","post_content":"\nCrowdfunding platforms like GoFundMe, designed to democratize financial access, often fall short of their equity-focused mission. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241300320/" target=\"_blank\" rel=\"noreferrer noopener\">new Journal of Marketing<\/em> study<\/a> finds that facial emotional expressiveness in campaign images can activate racial stereotypes, resulting in Black beneficiaries receiving fewer donations than their White counterparts. This research sheds light on how subtle visual cues interact with societal biases, creating inequities in a space meant for inclusion and opportunity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-findings-how-bias-impacts-crowdfunding\">Key Findings: How Bias Impacts Crowdfunding<\/strong><\/h2>\n\n\n\nOur research team analyzed over 4,100 crowdfunding campaigns to uncover the role of visual cues in donor behavior. Emotional expressiveness in campaign images, typically seen as a way to elicit empathy and generosity, often backfires for Black beneficiaries. Black individuals are stereotypically perceived as naturally more expressive, leading donors to discount their emotional displays as less genuine or indicative of need. Conversely, White beneficiaries displaying similar levels of emotional expressiveness are viewed as uniquely in distress, resulting in greater donations.<\/p>\n\n\n\nThese biases reveal a critical challenge for platforms like GoFundMe: their promise of equitable access is undermined by societal stereotypes that influence donor decision making. Black beneficiaries face systemic barriers in receiving financial support, highlighting the urgent need for interventions that foster equity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-practical-insights-for-campaign-creators\">Practical Insights for Campaign Creators<\/strong><\/h2>\n\n\n\nCampaign creators can address these inequities and improve donation outcomes in several ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Call-to-Action Cues:<\/strong> Including urgency-focused phrases like \u201curgent help needed\u201d or \u201cplease act now\u201d in campaign descriptions redirects donor attention from racial stereotypes to the critical nature of the cause. These cues emphasize the beneficiary\u2019s situation, encouraging empathy-driven action. <\/li>\n\n\n\n<li>Affective Storytelling:<\/strong> Emotional narratives that highlight the specific challenges and hardships faced by beneficiaries can counteract biases activated by visual stereotypes. For instance, detailing the financial or emotional struggles behind the campaign helps donors connect with the individual story rather than making assumptions based on appearance. <\/li>\n\n\n\n<li>Shared Identity and Homophily:<\/strong> Campaigns that foster shared identity cues between donors and beneficiaries can bridge the empathy gap. Research shows that donors are more likely to empathize and give generously to beneficiaries who share their racial or gender identity. Creators can tailor campaigns to resonate with diverse donor bases, leveraging commonalities to build trust and engagement.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-crowdfunding-platforms\">Implications for Crowdfunding Platforms<\/strong><\/h2>\n\n\n\nBy embedding equity-focused design features, platforms can help ensure fairer opportunities for all users. One effective solution is implementing fairness-optimized algorithms. These algorithms can prioritize campaigns for underrepresented groups, ensuring greater visibility and support for Black beneficiaries and others who face systemic biases. Additionally, platforms can develop automated tools that guide campaign creators in crafting inclusive narratives, helping them emphasize urgency and emotional appeal without relying solely on visual cues.<\/p>\n\n\n\nTransparency in campaign curation and promotion is equally important. Platforms should clearly communicate how campaigns are ranked and promoted, offering insights into how donor behaviors are influenced. Providing training resources for campaign creators from underserved communities can also level the playing field, empowering them to design campaigns that resonate with donors across diverse demographics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-policy-recommendations-for-equity-in-crowdfunding\">Policy Recommendations for Equity in Crowdfunding<\/strong><\/h2>\n\n\n\nPolicymakers have an essential role in fostering fairness within crowdfunding platforms. By enforcing standards that mandate inclusivity and equity, policymakers can hold platforms accountable for their stated pro-social missions. Guidelines that promote transparency in algorithm design, campaign curation, and donation distribution are critical for reducing systemic biases.<\/p>\n\n\n\nBeyond regulation, policymakers can encourage platforms to adopt innovative approaches that prioritize inclusivity. For example, funding initiatives aimed at promoting equity-focused technologies or incentivizing platforms to address disparities can drive meaningful change in the digital economy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-call-to-action-for-donors\">Call to Action for Donors<\/strong><\/h2>\n\n\n\nWhile platforms and policymakers must take steps to reduce inequities, donors also have a vital role to play. Understanding the biases at work in crowdfunding can inspire donors to reflect on their giving behaviors. By prioritizing need-based giving and consciously questioning assumptions based on visual cues, donors can help create a fairer system for all beneficiaries.<\/p>\n\n\n\nDonors should seek out campaigns that emphasize urgency, personal narratives, and detailed descriptions of need. Taking the time to understand the stories behind campaigns can ensure that contributions are driven by empathy and equity rather than superficial judgments. Through intentional giving, donors can contribute to the broader effort to make crowdfunding a tool for empowerment and inclusion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-vision-for-an-equitable-crowdfunding-future\">A Vision for an Equitable Crowdfunding Future<\/strong><\/h2>\n\n\n\nThis study highlights the often-overlooked interplay between visual perception and pro-social behavior, revealing how systemic biases influence outcomes in digital spaces. Addressing these challenges requires collaboration across stakeholders, including platform managers, policymakers, campaign creators, and donors. By taking intentional steps to reduce disparities, crowdfunding platforms can fulfill their potential as tools for social good.<\/p>\n\n\n\nTogether, these efforts can transform crowdfunding into a truly equitable space where individuals, regardless of race or background, can achieve their financial goals and aspirations.<\/p>\n\n\n\n\n\nSource:<\/strong> Elham Yazdani, Anindita Chakravarty, and Jeffrey Inman (2024), \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241300320/" target=\"_blank\" rel=\"noreferrer noopener\">Racial Inequity in Donation-based Crowdfunding Platforms: The Role of Facial Emotional Expressiveness<\/a>,\u201d <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"The Cost of a Smile: How Facial Expressions on GoFundMe Lead to Fewer Donations for Black Beneficiaries","post_excerpt":"A new Journal of Marketing study finds that facial emotional expressiveness in campaign images can activate racial stereotypes, resulting in Black beneficiaries receiving fewer donations than their White counterparts.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-cost-of-a-smile-how-facial-expressions-on-gofundme-lead-to-fewer-donations-for-black-beneficiaries","to_ping":"","pinged":"","post_modified":"2025-04-22 11:41:04","post_modified_gmt":"2025-04-22 16:41:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=193369","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":193128,"post_author":"18","post_date":"2025-04-16 12:39:04","post_date_gmt":"2025-04-16 17:39:04","post_content":"\nThe American Marketing Association is seeking nominations and applications for the Editor in Chief designate of <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing Research<\/em> (JMR<\/em>)<\/a>. JMR<\/em> is universally regarded as a top-tier marketing journal.<\/p>\n\n\n\nThe Editor in Chief (EIC) will serve a three-year term beginning July 1, 2026, resulting in the publication of the 2027\u20132029 calendar-year volumes of the journal. The EIC designate will begin review of new manuscripts beginning in the first quarter of 2026. The EIC designate does not need to choose coeditors ahead of time; they will recruit a team of coeditors after selection, in consultation with the AMA VP of Publications.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-major-criteria-for-evaluating-candidates-are-the-following\">Major criteria for evaluating candidates are the following:<\/strong><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Internationally recognized marketing scholar<\/li>\n\n\n\n<li>Prior publication(s) in JMR<\/em><\/li>\n\n\n\n<li>Editorial experience (as Editor in Chief, Coeditor, or Associate Editor)<\/li>\n\n\n\n<li>Significant recent research productivity<\/li>\n\n\n\n<li>Managerial experience<\/li>\n\n\n\n<li>Breadth of topics and methods<\/li>\n\n\n\n<li>Record of research impact<\/li>\n\n\n\n<li>History of ethical behavior<\/li>\n<\/ol>\n\n\n\nFurther information about JMR<\/em> may be obtained at: <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.ama.org\/journal-of-marketing-research\/<\/a><\/p>\n\n\n\nNominations, including self-nominations, should be submitted, by May 15, 2025, to AMA Publications VP Roland Rust<\/strong> at <a href=https://www.ama.org/topics/academic/page/2/\"mailto:rrust@umd.edu\">rrust@umd.edu with a copy to Marilyn Stone<\/strong> at <a href=https://www.ama.org/topics/academic/page/2/\"mailto:mstone@ama.org\">mstone@ama.org. At this stage, only the name of the nominee is required. Also, there is no need to provide the names of any potential editorial team members during this initial phase of the nomination process. All nominees will be contacted to ascertain interest. A selection committee of prominent scholars will then choose a short list of two to four candidates, who will then submit a five-page position paper, followed by an interview with the selection committee.<\/p>\n\n\n\nUnder current AMA policy, the selection committee consists of AMA\u2019s Vice President of Publications (Chair), a past editor of JMR<\/em>, a representative of AMA\u2019s Academic Council, three at-large members, and a member of AMA\u2019s professional publications staff. This year\u2019s committee consists of Roland Rust (chair), Rajdeep Grewal (former JMR <\/em>editor), Amber Epp (AMA Academic Council), Anja Lambrecht (at-large member), Renana Peres (at-large member), Steve Shugan (at-large member), and Marilyn Stone (AMA professional publications staff).<\/p>\n\n\n\nQuestions related to the nomination and search process should be directed to:<\/p>\n\n\n\nRoland Rust<\/strong> AMA VP of Publications <a href=https://www.ama.org/topics/academic/page/2/\"mailto:rrust@umd.edu\">rrust@umd.edu/n

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Call for Papers | Journal of Marketing: Special Issue on Organic Marketing Theory

Standing Out in the Scroll: Why Content Differentiation Beats Imitation on X

The Parent’s Plate Problem: How Good Intentions for Kids Lead to Poor Food Choices for Adults

Healthy But Wasted: How Consumer Misconceptions About Expiration Dates Increase Food Waste and Eat Into Profit Margins

Bridging the Gap: Disability-Inclusive Corporate Social Responsibility as a Catalyst for Equitable Marketing Transformation

The Cost of a Smile: How Facial Expressions on GoFundMe Lead to Fewer Donations for Black Beneficiaries

Call for Nominations – Editor in Chief | Journal of Marketing Research

Call For Papers | Journal of Marketing: Special Issue on Empirics First

More Vivid=More Effective? How Saturated Colors Impact Consumer Behavior—And Waste