JMM Special Issue – The deadline for submissions has now passed, and this issue will be published in early 2018.
The Dark Side of Marketing
- Guest Editor: Kate L. Daunt, Cardiff University, UK
- Guest Editor: Dominique A. Greer, Queensland University of Technology, Australia
The past decade has witnessed an explosion of academic and practitioner interest in the dark side of marketing. Unwanted, undesirable and often illegitimate facets of exchange have been explored and the emergence of savvy marketing actors has been documented. Although the Journal of Marketing Management has a rich history of contributing to this burgeoning research field, the early research on the dark side of marketing remains varied and somewhat disjointed. This is evident in the wealth of labels that are used to describe the unwanted and undesirable behaviours of marketing actors, which include unethical, aberrant, dysfunctional, illegitimate, and problematic behaviour (Daunt & Harris, 2012; Fisk et al., 2010; Fullerton & Punj, 2004). A small number of studies have drawn links between the misbehaviours of consumers and employees (e.g., Daunt & Harris, 2014), but extant research overwhelmingly examines the dark side of employee and consumer behaviour independently. In these studies, researchers investigate forms of misbehaviour ranging from incidences that take place within organisations to broader societal grievances (Greer, 2015; Sharma & Chan, 2011; Walsh, 2009; Wallace and de Chernatony, 2007). The motivations for such behaviour in marketing contexts encompass individual, situational and broader societal and cultural factors (Daunt & Greer, 2015; Hackley & Hackley, 2015; Harris & Ogbonna, 2006; Lawrence & Robinson, 2007), while individuals’ ability to cognitively neutralise transgressions is also key (Gregory-Smith, Smith & Winklhofer, 2013; Harris & Daunt, 2011).
Past research on the dark side of marketing also illustrates the complexity of misbehaviour. The definition of what constitutes unwanted or undesirable behaviour is subject to contextual and cultural variations (Abdelhadi, Foster & Whysall, 2014; Mitchell & Chan, 2002). Indeed, the evolution of marketing contexts such as the internet has spawned new and creative means by which marketing actors can misbehave (Harju & Huovinen, 2015; Phau, Teah & Lwin, 2014; Leenders et al., 2015). The identification of, and degree of harm caused to, the ‘victim’ also differs greatly. Indeed, some undesirable behaviour is perceived by the perpetrator as normative and not harmful, yet these acts can be detrimental to other marketing actors and organisations (Parker, Roper & Medway, 2015; Reynolds and Harris, 2009).
While the majority of research in this area conceptualises the consumer and/or employee as ‘offenders’ and highlights the negative outcomes of such behaviours (Harris & Reynolds, 2003; Van Jaarsveld, Walker & Skarlicki, 2011; Warren, 2003), we also recognised that marketing actors can be the victim of their own misbehaviour. For example, binge drinking (Hackley et al., 2013) and kleptomaniac behaviour (Fullerton & Punj, 2004) may be detrimental to the health and wellbeing of an offender, yet beneficial to firms’ profits. Similarly, altruistic and pro-social behaviours, including whistleblowing (Mesmer-Magnus & Viswesvaran, 2005), resistance (Badot & Cova, 2008), over-service (Leo & Russell-Bennett, 2012) and sweethearting (Brady, Voorhees & Brusco, 2012), may be viewed by some marketing actors as deviant but produce some positive outcomes.
While recent research has advanced our understanding of the dark side of marketing, significant theoretical and methodological gaps remain. In this special issue, we welcome conceptual and empirical papers from different theoretical and methodological perspectives that examine the dark side of organisational, employee, and consumer behaviours. We particularly welcome papers that unify research on the dark side of marketing with normative marketing theory and frameworks.
Topics of Interest:
Topics of interest for this issue include (but are not limited to):
- Forms of consumer and/or employee misbehaviour (such as aggression and violence, incivility, theft/fraud, deception, vandalism, sabotage, rule breaking, racism, discrimination, pirating and counterfeiting, trolling, resistance, retaliation, addiction, bullying, unethical behaviours, anti-citizenship behaviours, and hijacking)
- Motivations for consumer and/or employee misbehaviour
- Negative and positive consequences of consumer and/or employee misbehaviour
- Constructive deviance
- Measuring misbehaviour in marketing contexts
- Intentional value co-destruction
- Critical analysis of theories relating to employee and consumer misbehaviour
- Extending or adapting traditional marketing models and theories to incorporate the dark side of marketing
- Linking organisational, employee and consumer deviance
- The influence of macro and societal factors on employee and consumer misbehaviour
- Deviance in social marketing contexts
- Cognitive and emotional processes associated with deviance
- Managing employee and consumer misbehaviour
- Organisational deviance and corporate misconduct
- Customer-to-customer and/or employee-to-employee deviance
- Anti-consumption, resistance and voluntary simplicity
- The role of intent in employee and consumer misbehaviour
Manuscripts are submitted online using the Journal of Marketing Management ScholarOne Manuscripts site.
Technical queries about submissions can be referred to the Editorial Office
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