From the Commercial to the Communal: Reframing Taboo Trade-offs in Religious and Pharmaceutical Marketing
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Material Type |
Article
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Author(s) |
McGraw, A. Peter (Author)
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Source Journal Info. |
Title:
Journal of Consumer Research
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Volume/ Issue No.: 2012/JUN V.39 N.1
Call No.:658.8005 JCR Location: Periodicals & References Hall - 2nd floor
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Physical Description |
p157-173
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Subject Area/ Descriptors |
Marketing
(2255)
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Abstract |
Although consumers typically expect organizations to profit from marketing goods and services, they also believe that certain organizations, like those that focus on religion and health, should prioritize communal obligations. Indeed, consumers may find it morally distressing when communally focused organizations use overtly commercial marketing strategies like rebranding or value-based pricing...
Full Abstract
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Journal:
Journal of Consumer Research
(526)
Issu: 2012/JUN V.39 N.1
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