Josephine Previte

Privacy, Risk Perception, and Expert Online Behavior: An Exploratory Study of Household End Users

Advances in online technologies have raised new concerns about privacy. A sample of expert household end users was surveyed concerning privacy, risk perceptions, and online behavior intentions. A new e-privacy typology consisting of privacy-aware, privacy-suspicious, and privacy-active types was developed from a principal component factor analysis. Results suggest the presence of a privacy hierarchy of effects where awareness leads to suspicion, which subsequently leads to active behavior. An important finding was that privacy-active behavior that was hypothesized to increase the likelihood of online subscription and purchasing was not found to be significant. A further finding was that perceived risk had a strong negative influence on the extent to which respondents participated in online subscription and purchasing. Based on these results, a number of implications for managers and directions for future research are discussed.

The value of health and wellbeing: an empirical model of value creation in social marketing

Purpose The purpose of this paper is to investigate the role of multiple actors in the value creation process for a preventative health service, and observe the subsequent impact on key service outcomes of satisfaction and customer behaviour intentions to use a preventative health service again in the future. Design/methodology/approach An online self-completion survey of Australian women (n=797) was conducted to test the proposed framework in the context of a free, government-provided breastscreening service. Data were analysed using Structural Equation Modelling (SEM). Findings The findings indicate that functional and emotional value are created from organisational and customer resources. These findings indicate that health service providers and customers are jointly responsible for the successful creation of value, leading to desirable outcomes for all stakeholders. Practical implications The results highlight to health professionals the aspects of service that can be managed in order to create value with target audiences. The findings also indicate the importance of the resources provided by users in the creation of value, signifying the importance of customer education and management. Originality/value This study provides a significant contribution to social marketing through the provision of an empirically validated model of value creation in a preventative health service. The model demonstrates how the creation and provision of value can lead to the achievement of desirable social behaviours - a key aim of social marketing.

Women’s Bodies as Sites of Control: Inadvertent Stigma and Exclusion in Social Marketing

Responding to the call for critical examinations of the inadvertent effects of marketing (Dholakia 2012), this article offers an examination of the underexplored impacts of social marketing campaigns that derive from government-defined agendas of “healthism.” Specifically, we examine how efforts aimed at the management of women’s bodies can inadvertently render them sites of control. Drawing on embodiment theory, we consider how the neoliberal body project positions certain bodies as less acceptable, leaving women who engage in activities that run counter to prevailing health messages vulnerable to stigmatization and exclusion. Through three body control projects—breastfeeding, weight management, and physical activity—and a critical visual analysis of social marketing campaigns, we contend that the emerging field of critical social marketing must develop a broader social justice agenda along the lines of macromarketing. In doing so, consumers’ corporeal representations and lived experiences will be better addressed and improved evaluations of social marketing’s societal impacts can be developed.

A social marketing approach to value creation in a Well-Women¿s health service

Abstract Understanding consumer value is imperative in health care, as the receipt of value drives the demand for health care services. While there is increasing research into health care that adopts an economic approach to value, this paper investigates a non-financial exchange context using an experiential approach to value, guided by social marketing thinking on behaviour change. An experiential approach is deemed more appropriate for government health care services that are free and preventative rather than for treatment purposes. Thus, instead of using an illness paradigm to view health-services outcomes, the researchers applied a wellness paradigm. Data from 25 depth interviews have been analysed by the authors to demonstrate how social marketing thinking has guided the identification of six themes that represent four dimensions of value (functional, emotional, social, and altruistic) evident during the health care consumption process of a free government service.

Social marketing’s consumer myopia: Applying a behavioural ecological model to address wicked problems

Purpose Addressing calls for broadening social marketing thinking beyond “individualistic” parameters, this paper aims to describe a behavioural ecological systems (BEM) approach to enhance understanding of social markets. Design/methodology/approach A conceptual framework – the BEM – is presented and discussed within a context of alcohol social change. Findings The BEM emphasises the relational nature of behaviour change, where individuals are embedded in an ecological system that involves the performances of behaviour and social change within historical, social, cultural, physical and environmental settings. Layers of influence on actors are characterised as macro (distant, large in scale), exo (external, remote from individuals), meso (between the individual and environments) and micro (the individual within their social setting). The BEM can be applied to guide social marketers towards creating solutions that focus on collaboration amongst market actors rather than among consumers. Practical implications The BEM contributes to a broader holistic view of social ecologies and behaviour change; emphasises the need for social marketers to embrace systems thinking; and recognises that relationships between actors at multiple layers in social change markets are interactive, collaborative and embedded in dynamic social contexts. Importantly, a behavioural ecological systems approach enables social marketers to develop coherent, integrated and multi-dimensional social change programmes. Originality/value The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects of social offerings, inclusive of the interactions and processes of value creation (and/or destruction) within a social marketing system to facilitate collaboration and interaction across a network of actors so as to overcome barriers and identify solutions to social problems.

Politics and identity in cyberscape: A case study of Australian women in agriculture online

This paper reports on an exploratory study of the use of new technologies by the rural womens group Australian Women in Agriculture (AWiA). Data from interviews with twenty members of AWiA and an analysis of organizational documents, including a number of messages posted on the groups discussion list, are used to examine the extent to which cyberspace offers a new space for political engagement for womens activism. The experiences of AWiA members offer some cause for optimism. Geographically dispersed and excluded from male-dominated public agricultural arenas, the women of AWiA have constructed a technosocial landscape that facilitates the active dissemination of information, which has been used to advance a political agenda for farming women. However, there is evidence that less powerful actors within the network whose preference was for more social discussion on the list have been marginalized in the process. For these women, space for political engagement online has been limited on the AWiA discussion list. In conclusion, the paper draws attention to the new research questions that have emerged from this study.

Neoliberalism and Managed Health Fallacies, Façades and Inadvertent Effects

This response to Gould and Semaan’s (2014) commentary aims to both clarify misinterpretations of and extend the positions taken in our article, “Women’s Bodies as Sites of Control: Inadvertent Stigma and Exclusion in Social Marketing.” Specifically, our response focuses on four areas: the ruse of individual responsibility and choice; the disciplinary and normalizing effects of surveillance; moving beyond micro-level “hot” and “cold” tactics; and the marginalizing effects of healthism. We conclude with a call for greater ethical responsibility in social marketing scholarship and practice, particularly through macro-level engagements at the socio-cultural level as a means of addressing the inadvertent effects of overly simplified campaign messages and images framed through the prism of neo-liberalism that manage and control the bodies of women.

Bourdieu, the boom and cashed-up bogans

For a number of years the social and cultural landscape of Australia has been haunted by the figure of ‘the Bogan’, which, although malleable, has typically been deployed as a negative descriptor of the white working-class poor. The nation’s most recent resource boom has, however, seen the emergence of a new classed figure that of the ‘CUB’ (cashed-up Bogan). In examining the figure of the CUB, this article draws on Bourdieu’s notions of capital, distinction and taste in light of Skeggs’ claim that Bourdieu may not be as useful in the Australian context. Her point of departure is that class involves more a ‘display of money rather than the display of culture’. We demonstrate the importance of cultural capital in defining and disparaging the CUB and in asserting the legitimacy of elite cultural dispositions, while pointing to the emergence of spiritual capital and environmental capital as part of this process.

Alcohol consumption in young adults: the role of multisensory imagery.

Little is known about the subjective experience of alcohol desire and craving in young people. Descriptions of alcohol urges continue to be extensively used in the everyday lexicon of young, non-dependent drinkers. Elaborated Intrusion (EI) Theory contends that imagery is central to craving and desires, and predicts that alcohol-related imagery will be associated with greater frequency and amount of drinking. This study involved 1535 age stratified 18-25 year olds who completed an alcohol-related survey that included the Imagery scale of the Alcohol Craving Experience (ACE) questionnaire. Imagery items predicted 12-16% of the variance in concurrent alcohol consumption. Higher total Imagery subscale scores were linearly associated with greater drinking frequency and lower self-efficacy for moderate drinking. Interference with alcohol imagery may have promise as a preventive or early intervention target in young people.

Stakeholders, natural resource management and Australian rural local governments: A Q methodological study

Abstract This paper reports on a Q methodological study of stakeholder perceptions of rural local government management of natural resources. Data analysis of the Q sorts revealed that there are five distinct stakeholder perspectives relating to rural local government and natural resource management. In terms of natural resource management at the local level rural stakeholders perceive local government as an unwilling participant, an inconsequential participant, as a problematic participant, as a potential participant, and, most positively, a participatory partner. The paper describes each of these five stakeholder perspectives in detail before examining the implications of these findings for greater natural resource management at the local level in non-metropolitan Australia.