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

All manuscripts submitted must strictly follow the guidelines for the Journal of Marketing Management.

Submissions
Manuscripts are submitted online using the Journal of Marketing Management ScholarOne Manuscripts site.

Informal queries regarding guest editors’ expectations or the suitability of specific research topics should be directed to the Special Issue Editors,
Dr Kate L. Daunt  and Dr Dominique A. Greer

Technical queries about submissions can be referred to the Editorial Office

References

Abdelhadi, A., Foster, C. & Whysall, P. (2014). An exploratory investigation of aberrant consumer behaviour in Libya: A sociocultural approach. Journal of Marketing Management, 30 (9/10), pp.857-873. http://dx.doi.org/10.1080/0267257X.2014.927900
Badot, O. & Cova, B. (2008). The myopia of new marketing panaceas: The case for rebuilding our discipline. Journal of Marketing Management, 24 (1/2), pp.205-219. http://dx.doi.org/10.1362/026725708X274000
Brady, M.K., Voohees, C.M., & Brusco, M.J. (2012). Service Sweethearting: Its antecedents and customer consequences. Journal of Marketing, 76 (2), pp.81-98.
Daunt, K.L. & Greer, D.A. (2015). Unpacking the perceived opportunity to misbehave. European Journal of Marketing, 49 (9/10), pp.1505-1526. http://dx.doi.org/10.1108/EJM-01-2014-0061
Daunt, K.L., & Harris L.C. (2014). Linking employee and customer misbehaviour: The moderating role of past misdemeanours. Journal of Marketing Management, 30 (3/4), pp.221-244. http://dx.doi.org/10.1080/0267257X.2013.812977
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Fisk, R.P., Grove, S.J., Harris, L.C., Keeffe, D.A., Daunt, K.L., Russell-Bennett, R., & Wirtz, J. (2010). Customers behaving badly: a state of the art review, research agenda and implications for practitioners. Journal of Services Marketing, 24 (6), pp. 417-429. http://dx.doi.org/10.1108/08876041011072537
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Greer, D.A. (2015). Defective co-creation: Developing a typology of consumer dysfunction in professional services. European Journal of Marketing, 49 (1/2), pp. 238-261. http://dx.doi.org/10.1108/EJM-07-2012-0411
Gregory-Smith, D., Smith, A. & Winklhofer, H. (2013). Emotions and dissonance in ‘ethical’ consumption choices. Journal of Marketing Management, 29 (11/12), pp.1201-1223. http://dx.doi.org/10.1080/0267257X.2013.796320
Hackley, C. & Hackley, R.A. (2015). Marketing and the cultural production of celebrity in the era of media convergence. Journal of Marketing Management, 31 (5/6), pp.461-477. http://dx.doi.org/10.1080/0267257X.2014.1000940
Hackley, C., Bengry-Howell, A., Griffin, C., Mistral, W., Szmigin, I., & Hackley, R.A. (2013). Young adults and ‘binge’ drinking: A Bakhtinian analysis. Journal of Marketing Management, 29 (7/8), pp.933-949. http://dx.doi.org/10.1080/0267257X.2012.729074
Harju, A.A. & Huovinen, A. (2015). Fashionably voluptuous: Normative femininity and resistant performance tactics in fatshion blogs. Journal of Marketing Management, 31 (15/16), pp.1602-1625. http://dx.doi.org/10.1080/0267257X.2015.1066837
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Leenders, M.A.A.M, Farrell, M.A., Zwaan, K. & Bogt T.F.M. (2015). How are young music artists configure their media and sales platforms in the digital age? Journal of Marketing Management, 31 (17/18), pp.1799-1817. http://dx.doi.org/10.1080/0267257X.2015.1034158
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Parker, C., Roper, S. & Medway D. (2015). Back to basics in the marketing of place: The impact of litter upon place attitudes. Journal of Marketing Management, 31 (9/10), pp.1090-1112. http://dx.doi.org/10.1080/0267257X.2015.1035307
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