Michael D. Bernacchi

Buyer–Seller Information Asymmetry: Challenges to Distributive and Corrective Justice

Buyer—seller information asymmetry (BSIA) is a growing problem despite electronic modes of free global communications. The authors investigate this BSIA phenomenon from a macromarketing perspective. They first identify the defective structures and outcomes of BSIA and then examine the underlying structures of injustice that BSIA implies from a distributive justice view. Although distributive justice focuses on a universal mission of distributing burdens and benefits among all stakeholders, a complementary system, corrective justice, is needed to rectify specific injustices inherent in individual exchanges. Accordingly, the authors propose a BSIA reduction protocol based on both distributive and corrective justice principles so that the risks and causes of consumer harm inherent in BSIA will be progressively reduced. Finally, the authors discuss managerial implications of this combined justice approach and the BSIA reduction protocol it grounds.

Governmental and Corporate Role in Diffusing Development Technologies: Ethical Macromarketing Imperatives

SUMMARY Despite the recent growth and globalization of production and trade, global income inequalities are widening, especially among the developing nations and global sustainability is weakening. We suggest a macromarketing approach to resolve this situation. It is in the best interest of the governments and the multinational corporations of the developed world to offer and diffuse their development technologies among the developing nations. We apply the theories of economic resources, development technologies, global sustainability and distributive justice to characterize the nature, structure and ethics of such developmental interventions.

Consumer’S Satisfaction/Dissatisfaction with a Membership-Based Service Organization

This study examines consumer’s satisfaction/dissatisfaction with a membership-based service organization, It found that initial motivations in getting a membership is significantly related to satisfaction. Also, it found a correlation between satisfaction and a display of certain behavior as a member such as carrying a membership bumper sticker on his car.

Progressive Reduction of Economic Inequality as a Macromarketing Task: A Rejoinder

SUMMARY This is a response to Capaldis reflections on our article in the same volume. Since reduction of global inequality is a necessary condition for global sustainability, our rejoinder focuses on global in-equality. Accordingly, our response: (a) defines inequality generally and specifically, (b) determines that the macromarketing effects of global inequality are the inadequate consumption by many and an unacceptable quality of human life for many, and hence (c) argues that the progressive reduction of global inequality is a challenge for macromarketing.