Deborah Griffin

ANTECEDENTS AND CONSEQUENCES OF SOCIAL ISSUE ADVERTISING BELIEVABILITY

ABSTRACT Television advertising of social issues has become an important element of social marketing. However, little assessment of social advertising believability has been undertaken. This is further compounded by a lack of attention to the antecedents and consequences of how believable the target audience see the advertised message. This study focused on examining social advertising by gathering data on two social issues being advertised. The results indicate that involvement and attention paid to social advertising influenced social advertisement believability, and believability and involvement influenced attitudes toward social issues. Also, attitudes and believability influenced intention to comply with the social issue message.

Exploring Anti-Smoking and Anti-Binge Drinking Issues in the Context of Generally Accepted Consumer Theory

ABSTRACT The marketing of social issues has become a significant area of government, public sector and nonprofit activity over recent times. However, consumer behavior oriented research is quite sparse and as such, furthering our understanding of consumer behavior related to social issues has both practical, as well as theoretical importance. This study examines the relationships between social issue involvement and susceptibility to interpersonal influence for social issues with attitudes toward social issues and intention to comply with a social marketing campaign. Data were gathered for two social issues from a convenience sample of individuals aged between 17 and 30. The results indicate that differing relationships were found with susceptibility to interpersonal influence, involvement and attitudes and intention to comply between the identified campaigns.

Social Marketing: Who Really Gets the Message?

ABSTRACT Advertising of social issues has become a major component of social marketing campaigns. However, little assessment of social advertising believability has been undertaken. This is further compounded by a lack of attention to the antecedents and consequences of how believable the target audience for social advertising see the advertised messages. This study focused on examining social advertising by gathering data on two social issues being advertised. Data were gathered from a sample of 156 young people. The results indicate that involvement and believability influenced attitudes toward the social issue for non-binge drinkers, but only involvement influenced attitudes for binge drinkers. Also, attitudes influenced intention to comply with the social issue.

Blood Donation: Comparing Individual Characteristics, Attitudes, and Feelings of Donors and Nondonors

The shortage of blood donors and increased demand for blood is an important health issue. Finding ways to increase donor recruitment and retention is a priority and, thus, an important area for research. This article aims to better understand donors and nondonors on the basis of their social responsibility, susceptibility to interpersonal influence, involvement in and attitude towards the blood donation issue, and their aroused feelings. The data from 345 completed surveys were collected via a web-based, self-administered method. Mean differences were examined and the conceptual model was tested via structural equation modeling. The findings provide important clarification of donation and nondonation behavior.

Examination into the effects of job satisfaction on salesperson deviance: The moderating role of customer orientation

Salesperson deviance represents a significant cost to organizations throughout the world. This paper addresses a gap in the literature by examining all three dimensions of salesperson deviance (i.e., organizational deviance, interpersonal deviance and customer-directed deviance) and the moderating role of customer orientation. More specifically and using a sales personnel sample, this research extends current understanding of deviant behavior in two key areas. Our findings show (1) a negative relationship between job satisfaction and each dimension of salesperson deviance, and (2) customer orientation moderates the relationship between job satisfaction and salesperson deviance. Thus, we present a more holistic view of salesperson deviance and, in practical terms, confirm that organizational stakeholders should proactively manage the job satisfaction together with the customer orientation of their sales staff in order to avoid and/or minimize deviant behaviors.

Eliciting positive social change: marketing’s capacity to drive prosocial behaviours

Purpose – While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial behaviours. Design/methodology/approach – A web-based self-administered survey was used to collect data from a convenience sample of largely university staff and students. Data obtained were analysed using SEM-based partial least squares methodology. Findings – The results show that individuals who are future oriented and issue involved are more likely to engage in prosocial behaviour. Also, these individuals are more likely to assess fewer negative consequences and experience more positive feelings as a result of their prosocial behaviour. Research limitations/implications – While the study focuses on two social issues, it does provide some explanation of self-reported behaviour, rather than intention to behave. However, future research could pay at...