Amir Grinstein

Go Green! Should Environmental Messages Be So Assertive?

Environmental communications often contain assertive commands, even though research in consumer behavior, psycholinguistics, and communications has repeatedly shown that gentler phrasing is more effective when seeking consumer compliance. This article shows that the persuasiveness of assertive language depends on the perceived importance of the issue at hand: Recipients respond better to pushy requests in domains that they view as important, but they need more suggestive appeals when they lack initial conviction. The authors examine this effect in three laboratory studies and one field experiment using Google AdWords. Their findings refer to various environmental contexts (i.e., economizing water, recycling plastic containers, reducing air and sea pollution). The key implication of these findings is that issue importance needs to be carefully assessed (or affected) before the language of effective environmental campaigns can be selected.

Demarketing, minorities, and national attachment

This study addresses two important global trends: protection of public goods, specifically the environment, and the emergence of multiethnic societies with influential minority groups. The study tests the effect of a government proenvironmental demarketing campaign on the deconsumption behavior of minority groups and the majority population. It suggests that minority consumers use consumption or deconsumption to manifest their social identity, beliefs, and goals as minorities in relation to the majority and that their motivation to respond positively to a governments demarketing campaign is shaped by their national attachment levels. The study was conducted in Jerusalem, Israel, and involved a large data set (N = 66,272) containing household-level data on actual behavior of consumers. The studied groups invovled the majority of non-ultra-Orthodox Jews and three minority groups: Israeli Arabs, ultra-Orthodox Jews, and Jewish Russian immigrants. The findings show that in a proenvironmental context, government demarketing is more effective on the majority group than on any of the three minority groups. In addition, minority groups with lower national attachment levels respond more negatively to the demarketing effort. However, higher education levels lead to a more positive response across the majority and minority groups. A central implication of the findings is related to the benefits derived from demarketing for different consumer groups (majorities versus minorities based on religion, ethnicity, and immigration status). The findings also provide a benchmark for demarketing efforts in an environmental context. Finally, they suggest that policy makers and marketers should consider using demarketing more to complement regulatory and economic tools.

A Cross-National Investigation into the Marketing Department's Influence Within the Firm: Toward Initial Empirical Generalizations

This study of the influence of the marketing department (MD), as well as its relationship with firm performance, includes seven industrialized countries and aims to generalize the conceptual model presented by Verhoef and Leeflang (2009). This investigation considers the antecedents of perceived MD influence, top management respect for the MD, and MD decision influence, as well as the relationships of these three influence variables with market orientation (MO) and business performance (BP). Meta-analytic procedures reveal initial empirical generalizations: Accountability, MD innovativeness, and the customer connection capabilities of the MD relate consistently to all three studied MD influence measures. The generalization also shows that MD influence contributes to BP indirectly through its positive relationship with MO and directly through its positive direct relationship with BP.

Enjoy! Hedonic Consumption and Compliance with Assertive Messages

This paper examines the persuasiveness of assertive language (as in Nike’s slogan “Just do it”) as compared to nonassertive language (as in Microsoft’s slogan “Where do you want to go today?”). Previous research implies that assertive language should reduce consumer compliance. Two experiments show that assertiveness is more effective in communications involving hedonic products, as well as hedonically advertised utilitarian products. This prediction builds on sociolinguistic research addressing relationships between mood, communication expectations, and compliance to requests. A third experiment reaffirms the role of linguistic expectations by showing that an unknown product advertised using assertive language is more likely to be perceived as hedonic.

Achievement motivation, strategic orientations and business performance in entrepreneurial firms How different are Japanese and American founders?

Purpose – There is a lack of research on the link between the personal disposition of an entrepreneurial firms founder, the firms strategic orientation and its performance outcomes. Also, there is a lack of cross‐national research on entrepreneurial firms’ strategic orientations. This paper seeks to address these gaps by exploring the differences in strategic orientation choices and their performance outcomes for American and Japanese entrepreneurial firms, focusing on founders’ achievement motivation as a key personal disposition.Design/methodology/approach – A survey was conducted among 397 Japanese founders and 189 American ones.Findings – This papers key counterintuitive finding is that Japanese and American founders of entrepreneurial firms are more similar than is often suggested. The paper first finds that in both Japan and the US, achievement motivation is positively related to customer orientation and cost orientation while not being related to technological orientation. Second, it is found th...

Proactive learning culture: A dynamic capability and key success factor for SMEs entering foreign markets

Purpose – Although small and medium sized enterprises (SMEs) account for a significant portion of international trade, little is known about the role of strategic orientation culture in improving their foreign launch success. Three orientations – market, entrepreneurial, and learning are all related to organizational learning priorities and reflect a higher order dynamic capability (DC), proactive learning culture (PLC). The authors assert that PLC is particularly important to SMEs whose lack of market power and resources render them vulnerable in risky foreign market launch. Marketing program adaptation and local integration are examined as behavioral mediators of the impact of PLC on foreign market launch success. The paper aims to discuss these issues. Design/methodology/approach – The DC framework guides the study. The authors employ a model with a higher order PLC, two mediating behaviors, and firm foreign market launch success to report on an empirical study of US SMEs that operate in foreign market...

The Squander Sequence: Understanding Food Waste at Each Stage of the Consumer Decision-Making Process

Food waste presents a complex global problem that involves multiple actors and institutions within the aggregate food marketing system. Food waste occurs across food production and distribution, as well as at the hands of the consumer. In this research, the authors focus on waste that occurs across what is termed the “squander sequence,” which describes waste that occurs from consumer behaviors at the preacquisition, acquisition, consumption, and disposition stages. The authors set forth a behavioral theory–based agenda to explain food waste in the squander sequence with the ultimate goals of encouraging future research to uncover the psychological underpinnings of consumer-level food waste and of deriving transformative consumer solutions to this substantive issue.

Stages in the development of market orientation publication activity: A longitudinal assessment

Purpose – Market orientation (MO) is at the center of the marketing discipline and has been the focus of one of the longest and richest research efforts in the field. This paper aims to study the development of the MO research area and changes in its nature, and the implications these have for MO research in particular as well as for the marketing discipline as a whole.Design/methodology/approach – The study is guided by sociology of science research and studies of the history of the marketing discipline. It is based on a review of all MO articles and references in the period 1957‐2005.Findings – The findings reveal three periods in the development of MO research: 1950s‐late 1970s, late 1970s‐early 1990s, and early 1990s until today. In terms of diffusion over time, MO research has diffused from marketing mostly to management, from generalist to specialist journals, from higher to lower quality journals, and from the USA only to Europe. Over time more scholars have become involved in MO research and the n...

Physical activity counseling in primary care: Insights from public health and behavioral economics

Physical inactivity has reached epidemic proportions in modern society. Abundant evidence points to a causal link between physical inactivity and increased risk for numerous noncommunicable diseases, such as some types of cancer and heart disease, as well as premature mortality. Yet, despite this overwhelming evidence, many individuals do not meet the recommended amount of physical activity required to achieve maximum health benefits. Because primary care physicians’ advice is highly regarded, clinicians have the unique opportunity to play an important role in enabling patients to modify their behavior at the point of care with the goal of guiding patients to adopt and maintain an active lifestyle. In the current study, the authors evaluate pertinent literature from the fields of medicine/public health and economics/psychology to suggest a comprehensive approach to physical activity counseling at the primary care level. They first examine the public health approach to physical activity counseling, and then proceed to offer insights from behavioral economics, an emerging field that combines principles from psychology and economics. The application of key behavioral economics tools (eg, precommitment contracts, framing) to physical activity counseling in primary care is elaborated. CA Cancer J Clin 2017;67:233–244.

The unhappy postdoc: a survey based study

Background: The emerging public discourse about the “broken” postdoc system is mostly conceptual (with several recent exceptions). The current work offers an attempt to quantify postdocs’ perceptions, goals, and well-being. Methods: A survey of 190 postdocs in North America. Results: This article first reveals a surprisingly unhappy postdoc community with low life satisfaction. Second, it demonstrates how over the course of the fellowship many postdocs lose interest in the goal of pursuing a tenure track academic position (~20%) or in recommending the postdoc track to others (~30%). Finally, we find that among a large number of factors that can enhance life satisfaction for postdocs (e.g., publication productivity, resources available to them) only one factor stood out as significant: the degree to which atmosphere in the lab is pleasant and collegial. Conclusions: Our findings can stimulate policy, managerial, and career development improvements in the context of the postdoc system.