Special Issue: The Dark Side of Marketing
Journal of Marketing Management, Volume 33, 2017, Issue 15-16


The dark side of marketing: introduction to the special issue
Kate L. Daunt & Dominique A. Greer
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Schadenfreude and product failures: the role of product deservingness and product status
Ethan Pancer, Lindsay McShane & Maxwell Poole
“This article examines the influence of product considerations on the experience of schadenfreude – taking pleasure in the suffering of another consumer. We examine how schadenfreude is affected by the extent to which the person suffering a product failure deserves to own the product and the status of the failed product. This work also explicitly considers how these factors interact with those of the person observing the misfortune …” Read more >

When ambush marketing is beneficial to sponsorship awareness: creating sponsor distinctiveness using exclusivity and brand juxtaposition
Clinton S. Weeks, Peter J. O’Connor & Brett A. S. Martin
“Ambush marketing is a contentious practice whereby brands communicate an association with an event without being an official sponsor. Those involved in sponsorship commonly try to limit it by restricting ambusher activity in event contexts. We introduce theoretical ideas around distinctiveness to explain that sponsors may actually fare better in terms of awareness outcomes when ambushers are present in the event context, if they strategically use ambusher presence to highlight their own distinctive sponsor status …” Read more >

Beating, ditching and hiding: consumers’ everyday resistance to marketing
Teresa Heath, Robert Cluley & Lisa O’Malley
“This article illuminates consumers’ views of marketing in light of theories of resistance. It argues that consumers engage in resistance to the power of marketing through their everyday actions and also through the ways they construct their accounts of these actions. It identifies three theoretical approaches to resistance (hegemonic, relational and autonomous) …” Read more >

The dark side of consumer life in the age of virtual and mobile technology
Mohammadali Zolfagharian & Atefeh Yazdanparast
“This study extends the nascent stream of research that investigates the contributions of mobile and virtual technology to consumer misbehaviour and dark side of consumer life. Using a qualitative approach, the present research explores the nature of consumer–technology relationship, specifically virtual and mobile technology, at the level of lived experience. The findings reflect eight important facets of technology-related dark-side consumer behaviour that, in one way or another, cause harm to the individual user, other consumers or society at large …” Read more >

Don’t feed the trolling: rethinking how online trolling is being defined and combated
Maja Golf-Papez & Ekant Veer
“Trolling involves deliberate, deceptive and mischievous attempts to provoke reactions from other online users. Even though trolling causes problems for marketers and consumers, there has been little discussion about what trolling actually is and how marketers should respond to it. The present conceptual study addresses these gaps. First, we present a working, integrative definition of trolling behaviours, arguing that trolling is substantively different from cyberbullying. Next, we present the challenges of current trolling regulations, showing that trolling is sometimes the result of the regulations themselves. The paper concludes with a presentation of the conceptual model of the manifestation of trolling behaviours …” Read more > Read the blog >

Deterring deviant consumer behaviour: when ‘it’s wrong, don’t do it’ doesn’t work
Paula Dootson, Ian Lings, Amanda Beatson & Kim A. Johnston
“Tactics to deter deviant consumer behaviour have received limited attention in the literature despite deviance being an ongoing problem in the marketplace. Across two studies, the findings suggest there is a heterogeneous response to the rules placed on consumers’ behaviour, which manifests from an absence of consensus among consumers on what is right and wrong behaviour undermining the it’s wrong, don’t do it approach to deterrence. Further, risk perceptions of being caught and punished are low, if not absent, undermining the you will be caught and punished approach to deterrence …” Read more > Read the blog >


Research frontiers on the dark side of consumer behaviour: The case of materialism and compulsive buying
George P. Moschis
“Materialism and compulsive consumption are viewed as dimensions of the dark side of consumer behaviour and have been the focus of consumer research for several decades. This article first shows that previous efforts to study compulsive buying and materialism have been limited in part because they have relied on single perspectives and inadequate methods. Second, it suggests that research in this area could be advanced by adopting emergent approaches and methods that have been used in social and behavioural sciences to study the onset and development of maladaptive behavioural patterns …” Read more >

Consumer intentions to falsify personal information online: unethical or justifiable?
Girish Punj
“Companies routinely analyse the online activities of consumers to understand shopping habits and buying patterns. As the amount of personal information available online has grown, so has the potential for its misuse. When consumers believe that their personal information is being used for an unstated purpose, they may consider the firm to be acting unethically. They may then falsify their personal information online as a reaction to apparent ethical violations by companies or as an opportunistic unethical act of their own. The purpose of the present research is to propose a framework that could be used to understand consumer intentions to falsify personal information online …” Read more >

There is no dark side of customer aggression − It’s all dark
Dana Yagil
“Customer mistreatment is a daily experience of service employees, with a considerable accumulating adverse impact reflected in distress, reduced performance and withdrawal. This paper builds on research addressing the universality of customer aggression and the I3 model which is used to explain aggression, to describe how the combined impact of norms of perfectionism and intensified customer–employee power differentials engender prevalent customer aggression …” Read more >

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