JMM Special Issue Call for Papers: Deadline for submissions has now passed

Advancing Spillover Research: Behavioural, Contextual and Temporal Approaches

Guest Editors: Danae Manika & Diana Gregory-Smith, Newcastle University Business School, Newcastle University, UK

Marketing can benefit individuals, consumers, employees, organisations, industries and society at large, as shown in a large body of research published in the Journal of Marketing Management (JMM) which touched upon timely issues such as: food-well-being and sustainability among vulnerable consumers (Batat, Peter, Vicdan, Manna, Ulusoy, & Hong, 2017), child obesity (Shaw Hughner & Kurp Maher, 2006), smoking (Manyiwa & Brennan, 2012) and alcohol use (Gregory-Smith & Manika, 2017), environmentally-friendly behaviour in consumption choices (Thøgersen & Zhou, 2012) and organisational settings (Gregory-Smith et al., 2015), and materialism (Shrum et al., 2014) amongst others. However, marketing’s reputation hangs on a thread as “…marketing is like a potent drug with potentially serious side effects, but in reality, there are no main effects and no side effects; these are just convenient labels applied to connote which effects are observed and measured and which effects are ignored. Today, the side effects of marketing-noise pollution, customer irritation, excessive consumption, unhealthy lifestyles tend to overwhelm the intended main effects” (Sheth & Sisodia, 2005). This view is reflected in a growing interest in the potential harmful effects of marketing as seen in the Journal of Service Research’s call for papers on transformative service research and unintended consequences. However, marketing can also be seen as a social agent fostering clear, direct and planned positive outcomes, as well as various beneficial spillover effects for consumers, organisations, society or the environment.

Spillover is understood as the transition of cognitive thoughts, emotions or actions from one area to another (see review by Verfuerth & Gregory-Smith, 2018) or the effect of one behaviour on another related behaviour (Lauren, Fielding, Smith, & Louis, 2016; van der Werff, Steg, & Keizer, 2014) or unrelated behaviour (Truelove, Carrico, Weber, Raimi, & Vandenbergh, 2014). Aligned with either of these definitions, spillover has been researched both at the individual and organizational level, with spillover effects being examined within (e.g. different types of household behaviours) and between (e.g. work and home; Verfuerth, Jones, Gregory-Smith, & Oates, 2019) settings/social contexts. In addition to this spillover classification by context (i.e. contextual spillover), Nilsson, Bergquist and Schultz (2016) draw attention to the existence of behavioural and temporal spillover, where the former is about transition between behaviours while the latter refers to effects of behaviour happening at time 1 on subsequent behaviour happening at time 2 (where these two behaviours might be or not be related; might or not happen within the same context). However, despite the various definitions and classifications of spillover and its kinds, research in this area is still scant.

Currently, spillover research is geared towards bringing together interdisciplinary theoretical approaches and researchers from the field of psychology, behavioural economics, marketing, education etc. in trying to understand spillover appearance, types (i.e. positive or negative) and specific outcomes. Most captivating present fields of enquiry include: health and wellbeing, sustainability, social responsibility, ethics, globalisation, consumption patterns, and social choices, which relate to timely worldwide issues. Remarkably, the majority of these areas that are still under-researched from a spillover perspective, fall within the remit of or are connected to marketing management research. For example, only a couple of articles published in JMM have looked at the spillover effects in consumption contexts i.e. spillover of the Chinese milk scandal at the supply chain and industry level (Gao, Knight, Zhang, Mather, & Tan, 2012) and spillover in the context of the effect of kosher and halal labels on non-Jewish and non-Muslim Western consumers (Rauschnabel, Herz, Schlegelmilch, & Ivens, 2015). Thus, further attention should be paid by marketers and managers to spillovers as a mechanism for fostering sustainable business practices, responsible management and social good. Providing an account of spillovers (with its mechanisms and effects) in marketing could help rebrand marketing as a “more positive” business activity with wider reach and broader benefits beyond the organisation and its self-centred interests.

Therefore, this special issue will contribute to debates on marketing theory and practice related to spillover effects as an instrument to deal with global problems and to nurture sustainable business practices, responsible management and social good.

Theoretical and empirical papers of any methodological approach are welcome, with potential themes of enquiry including (but not limited to):

  • Behavioural, contextual and/or temporal spillover research
  • New classifications and typologies of spillover
  • Spillover in under-research contexts (whether relating to consumer, organisational or societal levels)
  • Novel theoretical and interdisciplinary approaches to understanding spillover in marketing contexts
  • Consumer/individual resistance to spillover interventions
  • Spillover in branding and marketing communications
  • Examinations of mechanisms that encourage, hinder or halt spillover effects
  • Ethical considerations and issues in spillover research
  • Monitoring and evaluation of spillover effects
  • New methodological approaches to spillover research
  • Technological spillovers and outcomes
  • Spillovers as unintended consequences and strategies to address them
  • Spillovers in business-to-business contexts
  • International marketing spillovers

Submission of videographies dealing with spillover effects are also welcome.

Submission Requirements:
Authors should submit manuscripts of between 8,000–10,000 words (excluding tables, references, captions, footnotes and endnotes). All submissions must strictly follow the guidelines for the Journal of Marketing Management. These are available at: For videographic submissions, see

Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site ( New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non-anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”. To submit your manuscript to the Special Issue choose “Special Issue Article” from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and select the Special Issue Title of Advancing Spillover Research in the text field provided.

Informal queries regarding guest editors’ expectations or the suitability of specific research topics should be directed to the Special Issue Editors:

Professor Danae Manika:
Dr Diana Gregory-Smith:

The closing date for submissions is 1 March 2020.

Technical queries about submissions can be referred to the Editorial Office:


Batat, W., Peter, P. C., Vicdan, H., Manna, V., Ulusoy, E., & Hong, S. (2017). Alternative food consumption (AFC): idiocentric and allocentric factors of influence among low socio-economic status (SES) consumers. Journal of Marketing Management, 33(7–8), 580–601.
Gao, H., Knight, J. G., Zhang, H., Mather, D., & Tan, L. P. (2012). Consumer scapegoating during a systemic product-harm crisis. Journal of Marketing Management, 28(11–12), 1270–1290.
Gregory-Smith, D., & Manika, D. (2017). Consumers’ identities and compartmentalisation tendencies in alcohol consumption. Journal of Marketing Management, 33(11–12), 942–972.
Gregory-Smith, D., Wells, V. K., Manika, D., & Graham, S. (2015). An environmental social marketing intervention among employees: assessing attitude and behaviour change. Journal of Marketing Management, 31(3–4), 336–377.
Lauren, N., Fielding, K. S., Smith, L., & Louis, W. R. (2016). You did, so you can and you will: Self-efficacy as a mediator of spillover from easy to more difficult pro-environmental behaviour. Journal of Environmental Psychology, 48, 191-199.
Manyiwa, S., & Brennan, R. (2012). Fear appeals in anti-smoking advertising: How important is self-efficacy? Journal of Marketing Management, 28(11–12), 1419–1437.
Nilsson, A., M. Bergquist and W. P. Schultz (2016), Spillover effects in environmental behaviors, across time and context: A review and research agenda, Environmental Education Research, 4622 (November), 1–17.
Rauschnabel, P. A., Herz, M., Schlegelmilch, B. B., & Ivens, B. S. (2015). Brands and religious labels: a spillover perspective. Journal of Marketing Management, 31(11–12), 1285–1309.
Shaw Hughner, R., & Kurp Maher, J. (2006). Factors that Influence Parental Food Purchases for Children: Implications for Dietary Health. Journal of Marketing Management, 22(9–10), 929–954.
Shrum, L. J., Lowrey, T. M., Pandelaere, M., Ruvio, A. A., Gentina, E., Furchheim, P., … Hudders, L. (2014). Materialism: the good, the bad, and the ugly. Journal of Marketing Management, 30(17–18), 1858–1881.
Thøgersen, J., & Zhou, Y. (2012). Chinese consumers’ adoption of a “green” innovation-The case of organic food. Journal of Marketing Management, 28(3–4), 313–333.
Truelove, H. B., Carrico, A. R., Weber, E. U., Raimi, K. T., & Vandenbergh, M. P. (2014). Positive and negative spillover of pro-environmental behavior: An integrative review and theoretical framework. Global Environmental Change, 29, 127-138.
van der Werff, E., L. Steg and K. Keizer (2014). ‘I am what I am, by looking past the pre- sent: The influence of biospheric values and past behavior on environmental self-identity’, Environment and Behavior, 46 (5), 626–657.
Verfuerth, C. & Gregory-Smith, D. (2018). Spillover of pro-environmental behaviour. In: Wells, V.K., Gregory-Smith, D. & Manika, D. Handbook of Employee Pro-Environmental Behaviour, chapter 20, 455-484. Cheltenham: Edward Elgar.
Verfuerth, C., Jones, C. R., Gregory-Smith, D., & Oates, C. (2019). Understanding contextual spillover: Using identity process theory as a lens for analysing behavioural responses to a workplace dietary choice intervention. Frontiers in Psychology (section Environmental Psychology), 10, 345.

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