Peggy Sue Loroz

Beyond Poverty: Social Justice in a Global Marketplace

The social justice paradigm, developed in philosophy by John Rawls and others, reaches limits when confronted with diverse populations, unsound governments, and global markets. Its parameters are further limited by a traditional utilitarian approach to both industrial actors and consumer behaviors. Finally, by focusing too exclusively on poverty, as manifested in insufficient incomes or resources, the paradigm overlooks the oppressive role that gender, race, and religious prejudice play in keeping the poor subordinated. The authors suggest three ways in which marketing researchers could bring their unique expertise to the question of social justice in a global economy: by (1) reinventing the theoretical foundation laid down by thinkers such as Rawls, (2) documenting and evaluating emergent “feasible fixes” to achieve justice (e.g., the global resource dividend, cause-related marketing, Fair Trade, philanthrocapitalism), and (3) exploring the parameters of the consumption basket that would be minimally required to achieve human capabilities.

Boomers and their Babies: An Exploratory Study Comparing Psychological Profiles and Advertising Appeal Effectiveness Across Two Generations

In two studies, consumer values, personality traits, and responses to various advertising appeals were examined for intergenerational differences between Baby Boomers and Generation Y. As hypothesized, Gen Y consumers displayed higher levels of materialism and brand-signaling importance, and lower levels of religiosity than did Baby Boomers. Gen Y consumers also showed higher levels of self-monitoring and lower levels of dispositional guilt and empathic concern. With respect to advertising appeals, Gen Y consumers reported more positive attitudes toward image, extravagance, sex, and greed appeals than did Baby Boomers. Practical implications of these findings and ideas for future research are presented.

Casino Gambling and Aging Consumers: Overcoming Barriers and Reaping the Benefits of Experiential Leisure Consumption

ABSTRACT This study uses an ethnographic participant observation approach and interview data to support extant findings that recreational casino gambling presents an important leisure opportunity for aging consumers. The findings suggest that participation in this activity is likely to lead to increased life satisfaction through leisure enjoyment, as well as improved social competence, independence, and role continuation. In addition, this study identifies ways that casino operators may neutralize the typical barriers to leisure participation among this group and provide the positive consequences of meaningful leisure, including the fantasy, feeling, and fun aspects of casino gambling which characterize it as a key experiential consumption activity for older consumers.

Teaching Marketing in a Study Abroad Program: Learning and Assessment in an Internationalized Principles of Marketing Course

Study abroad programs present opportunities for instructors to utilize the international venue to broaden students’ perspectives on business and marketing. Simultaneously, study abroad instructors must ensure that students attain the same level of core material mastery as those who remain at their home universities. This paper draws upon the authors experience to offer suggestions and resources for internationalizing a Principles of Marketing study abroad course. Included are ways to connect core concepts to the international setting as well as assignments to assess course learning objectives. Student evaluations of their learning experiences provide indirect measures of the efficacy of these suggestions.

Persuasion Wars: Practicing social influence

This article describes a series of learning activities called “Persuasion Wars.” These in‐class exercises use an active, collaborative learning approach in which student teams fight persuasion battles, using the “weaponry” provided by the lecture and readings. Each battle is waged in a different task domain to provide practice in the wide range of situations in which students might use or encounter social influence. Student feedback via course evaluations and an Internet survey indicate that this learning tool is both enjoyable and enhances understanding of the material.

The Moderating Role of Perceived Behavior-Outcome Covariation on Consumer Estimates of Health Risk

The authors examine consumer perceptions of health risk in the context of two health-related domains in which they investigate the influence of reference standard and perceived level of covariation between risky behavior and a negative health outcome across a population. The results of two studies show that the perceived level of behavior–outcome covariation moderates the effect of the reference standard that consumers use to assess health risk. Specifically, the research shows that when the perceived level of behavior–outcome covariation is high/low, consumers’ estimates of health risks are higher when their current level of risky behavior is compared with the range/mean of their previous risky behavior.