Marketing Parochial Schools: Does Marketing Theory Contribute to Effective Practice?

Two earlier contributions have examined key issues addressing the marketing of parochial schools. Wrenn and Kotler (1993) propose that the marketing of church-related schools represents a case of social exchange activity. By contrast, Penner (1993) identifies two fundamental limitations to the application of marketing principles to parochial education, namely, role and function conflict. The present article seeks to consider the conceptual contribution of those two articles and to examine additional elements that are critical to the discussion but were not adequately addressed in the two prior articles. The article concludes by suggesting future research of potential relevance in the marketing of parochial education.     

The Marketing of Parochial Schooling Modeled as an Exchange Process

An old adage has it that “necessity is the mother of invention.” This aphorism may in part account for the increased interest of church school educators in the discipline of marketing as an aid in stimulating demand for their product. Drawing from social exchange theory, the framework below explores the link between sociology, marketing, and education in explaining why people choose education in parochial schools.     

The Sales-Marketing Interface in Consumer Packaged-Goods Companies: A Conceptual Framework

For those companies marketing branded consumer packaged-goods to an increasingly powerful retail trade, collaborative relations within the marketing function are crucial, particularly between trade customer-focused sales personnel and brand-focused marketing personnel. Yet although there is a well-developed body of literature on marketing's relations with other major business functions, relations within the marketing function itself remain unresearched. Drawing on theory and empirical results from studies of marketing's cross-functional interfaces, the authors develop a framework for understanding the nature, causes and effects of relations between sales and marketing in consumer packaged-goods firms. Propositions to guide further research are also developed.     

Selling Innovations Like Soap: The Interactive Systems Framework and Social Marketing

Despite the popularity and noted utility of Wandersman and colleagues' (2008) Interactive Systems Framework, the literature currently provides a primary focus on delivery organizations’ and supportive stakeholders’ capacities and strategies to implement innovations, presenting a critical gap in understanding. Unfortunately, reflective of a larger void in community dissemination and implementation efforts, there is a more limited focus on the dissemination of innovations. This paper presents the social marketing literature as a supplement to the Prevention Synthesis and Translation System (PSTS), the system responsible for dissemination. The study and practice of innovation synthesis and translation is examined in the literature; and based on the conclusions drawn, social marketing theory is used to provide a systematic approach to improving dissemination within the Interactive Systems Framework. Specifically, three gaps related to the PSTS are identified in the literature that align with and can be filled using social marketing. Social marketing is defined and presented as a supplement by providing theory and practices, within a systems context, for effectively communicating and influencing change. By blending social marketing with the Interactive Systems Framework, the aim is to improve the understanding of strategic communication and its role in the effective dissemination, and subsequent implementation, of innovations.     

The Role of Values in the Counseling Situation

A client's problem can be conceptualized as a values problem. Yet there is still much confusion surrounding the concept of values, and closely related issues have not been adequately defined or researched. This article reviews various meanings of values and the authors' preferred distinction between terminal and instrumental values. A case illustration describes the usefulness of the Rokeach Value Survey and of the “method of self-confrontation” in value therapy. Research on the Value Survey and the method are summarized, with suggestions for their use with different types of clients and in different settings. C. Gilbert Wrenn gives his personal reactions to the article. These range from “frustrating” to “most satisfying.”     

Parasite stress is not so critical to the history of religions or major modern group formations

Fincher & Thornhill's (F&T's) central hypothesis is that strong in-group norms were formed in part to foster parochial social alliances so as to enable cultural groups to adaptively respond to parasite stress. Applied to ancestral hominid environments, the story fits with evolutionary theory and the fragmentary data available on early hominid social formations and their geographical distributions. Applied to modern social formations, however, the arguments and inferences from data are problematic.     

Museum Atmospherics: The Role of the Exhibition Environment in the Visitor Experience

ABSTRACT

This review presents atmospherics as a potential model for studying the interplay between visitors and the exhibition environment in informal learning settings such as museums. Atmospherics posits that the environment influences affective, cognitive, and behavioral responses, and that these responses can be shaped by design cues in the environment (Kotler, 1974). Atmospherics and the related model of the servicescape have informed research in a variety of retail, leisure, and entertainment settings (Chang & Horng, 2010; Turley & Milliman, 2000). Applying the atmospherics model to the museum environment has considerable potential for extending our understanding of the role that the exhibition environment plays in the museum visitor experience, and informing the design of informal learning settings.     

Disrupting the trans-versus-Catholic dichotomy: An example from a Canadian elementary school policy

ABSTRACT

Background: Mainstream media is increasingly reporting on the relationships between Catholic and trans identities in parochial schools, particularly with regard to gendered washroom use. With greater numbers of trans youth coming out at younger ages, significant educational policy changes are being considered around how Catholic schools can or should include trans youth.

Method: This study applies trans and queer theologies to Critical Discourse Analysis (CDA) in investigating the Wilson case, which was the first known instance of a Catholic school including some affirming policy provisions for trans youth. The authors additionally collected and coded 12 news articles from a variety of platforms to discern and discuss the theological arguments in the public square against more fulsome trans student inclusion in Catholic schools.

Results: The authors found two related theological arguments against full inclusion, namely the notion that (1) Gender is God-given and therefore cannot be chosen or changed, and (2) That transgressive bodies are not sacred parts of the divine gender plan.

Conclusion: Trans theology allowed the authors to disrupt both of the theological claims advanced by the Catholic educators quoted in the Wilson case. This created rich, imaginative space in which to reconsider the relationships between Catholic and trans identities, namely by not arranging them in a binary. Significance for policy-making in parochial schools is discussed.     

Mental Test Ability in a Family of Four Generations

The Ss were 200 children, five of each sex from each of grades 2 through 11, randomly selected from a Catholic parochial school population and a public school population. They were tested with the use of the Crutchfield conformity design. Ten Ss were excluded from the data analysis. The results of the data analysis, by a 2 × 2 × 5 analysis of variance design, showed a significant difference as a function of grade level but no other significant F ratio. The findings were discussed relative to the theoretical explanation offered by Hoving et al. (11) for different conformity curves when different levels of task ambiguity are presented.     

Sentiment toward marketing: Should we care about consumer alienation and readiness to use technology?

Consumer sentiment toward marketing has been extensively addressed in the marketing literature. However, while most existing studies provide contributions regarding the levels of consumer perceptions of the marketing function, most fall short of providing significant insights into the antecedents of these sentiment levels. That is to say, little is offered to help marketers understand why consumers perceive the marketing function the way they do. In this study, a conceptual framework is developed in an attempt to explore consumer sentiment toward marketing in light of the increasing technological tendencies of today's marketplace. Alienation from the marketplace is assumed to be an exogenous variable that affects the degree to which individuals are ready to embrace new technologies in everyday life. The model is empirically tested using structural equation modeling. Alienation from the marketplace is found to be negatively associated with sentiment toward marketing and the drivers of technology readiness, but positively associated with the inhibitors of technology readiness. More significantly, readiness to embrace technology is found to exhibit a strong and consistent relationship with sentiment toward marketing. Copyright © 2011 John Wiley & Sons, Ltd.     

The Effect of Size of Pupil on the Form and Color Fields

The construct validity of the Wallach-Kogan (W-K) creativity test was investigated through an hierarchical factor analysis of intercorrelations among intelligence, creativity, control, and criterion variables for 73 Ss enrolled in grades 3 and 4 of an inner-city parochial school. The results provided considerable support for W-K's theoretical formulations. Creativity and intelligence assessors defined separate domains and remained totally resilient to merger into a superordinate factor. The creativity domain, which was defined by W-K subtests and criterion ratings, included the following factors: general, visual, and verbal creativity plus a weak methods factor for crayon drawings. The intelligence domain, which was defined by WISC subtests, included a relatively strong g factor and the following four primary factors: verbal precision, freedom from distractibility, perceptual organization, and quasi-specific.     

What Is Integral Theory?

Integral theory is a way of knowing that helps foster the recognition that disparate aspects of reality—such as biological constitution, cultural world‐views, felt‐sense of selfhood, and social systems—are all critically important to any knowledge quest. Integral theory provides an “all quadrants, all levels” (K. Wilber, 2006, p. 26) metatheoretical framework that simultaneously honors the important contributions of a broad spectrum of epistemological outlooks while also acknowledging the parochial limits and misconceptions of those perspectives. In other words, integral theory affords a perspective that allows counselors to situate diverse knowledge approaches in such a way that they synergistically complement, rather than contradict, one another.     

Constructing Maternal Thinking

Sara Ruddick's Maternal Thinking represents a great contribution to moral philosophy—in particular, by bringing women's “private” virtues into the public sphere. However, there remain problems in the analysis which need to be addressed: How can one possibly generalize about the practice of mothering from one, necessarily limited, perspective, given the facts of cultural diversity? Is Ruddick's normative account of mothering congruent with the reflective judgments of others? Is her account of the transformation of parochial mothering into feminist peace work viable? After exploring these three questions, this reviewer calk, with Ruddkk, for the telling of more maternal stories, from different cultural, racial and economic perspectives.     

Profiles of Counseling Pioneers: A Visit With Kathleen and Gilbert Wrenn

The authors have had the honor of knowing Gilbert and Kathleen Wrenn for 20 years; this story is about them. As Gilbert stated, “I am not a lone star, but part of a constellation… ”(Wachowiak & Aubrey, 1976, p. 76). The authors are privileged to know that for Gilbert, Kathleen (his partner of 72 years in 1996) is the center of that constellation. This article briefly captures pieces of the journey of 72+ years, on which Gilbert and Kathleen, each at 96 years of age, are continuing to travel together.     

Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes

This research examines the effect of target marketing on members of the advertiser's intended audience as well as members not in the target market: the nontarget market. The results of 3 experiments show that unfavorable nontarget market effects are stronger for members of nondistinctive groups (e.g., Caucasian individuals, heterosexual individuals) and favorable target market effects are stronger for members of distinctive groups (e.g., African American individuals, homosexual individuals). The results of Experiment 2 demonstrate that the psychological processes by which target and nontarget market effects occur differ by viewer group: Felt similarity with sources in an advertisement drives target market effects for distinctive viewers, whereas felt targetedness drives target market effects for nondistinctive viewers. Finally, Experiment 3 shows that these consumer feelings of similarity or targetedness are associated with underlying processes of identification and internalization. Theoretical implications regarding the impact of distinctiveness theory in consumer persuasion effects and potential social effects of target marketing are discussed.     

Populism and religion: On the politics of fear

Our societies of fear go along with an increase of populist movements in politics. This article explains the basics of populism and shows how easily it joins highly likely political friend‐enemy patterns. Anthropologically, we have to deal with parochial altruism undergirded by a static type of religion. A further step deals with the relationship between politics and fear by referring to terror management theory and its insight into the relationship between mortality and fear. The concluding part addresses ways out of fear and in what way a dynamic type of religion helps to avoid scapegoating and political enmity.     

善因营销对消费者态度的影响及其理论解释

善因营销是一种传播企业社会责任, 提升品牌形象的策略。当企业与善因事件结合时, 消费者可以获得参与慈善的机会。归因理论、SOR理论、自我信号理论、平衡理论可用于解释善因营销对消费者态度的影响。未来研究应进一步探讨在善因营销中是否存在其他影响消费者态度的因素, 从消费者角度深入研究善因营销的影响效果, 尝试从新的理论视角去分析善因营销影响消费者态度的内在机制。     

The Theory of Emotions in Marketing

To determine whether a theory of emotions in marketing is needed, this article assesses the current theoretical status of emotions in marketing. The theoretical propositions and the characteristics of four major theories of emotions borrowed from psychology, as well as five marketing accounts for emotions are reviewed. The characteristics of emotions in marketing are specified and compared with the characteristics of emotions as seen by psychology. The article ends with four theoretical proposals on directions for future development of a theory of emotions in marketing.     

The Effects of Reading Racetracks on the Sight Word Acquisition and Fluency of Elementary Students

The effectiveness of using the reading racetrack drill and practice intervention on the sight word acquisition and fluency of 15 elementary students was examined in two separate experiments. A multiple baseline design across participants was used. The participants were 15 third and fourth-grade students attending a public (n =10) or parochial (n =5) elementary school. Participants included children receiving special education services in a resource room, services for learning difficulties, and those in a general classroom setting. Reading racetracks IS a novel approach which employ error correction, timing, and drill and practice procedures. This strategy also utilized drill and practice probe sheets that resemble an automotive racetrack. The results indicated that during the reading racetrack intervention all of the participants more than doubled their correct rate in oral reading. There was also a marked decrease in the number of errors made by each of the participants in this study. The implications of employing reading racetrack procedures for practitioners are outlined.     

To Have or To Be? A Comparison of Materialism‐Based Theories and Self‐Determination Theory as Explanatory Frameworks of Prejudice

ABSTRACT The present study aimed to delineate the psychological structure of materialism and intrinsic and extrinsic value pursuit. Moreover, we compared models based on self‐determination theory (SDT), Fromm's marketing character, and Inglehart's theory of social change to account for racial prejudice. In a sample of undergraduate students (n=131) and adults (n=176) it was revealed that the extrinsic value pursuit Financial Success/Materialism could be distinguished from the extrinsic value scales Physical Appeal and Social Recognition, and Community Concern could be distinguished from the intrinsic value pursuit scales Self‐acceptance and Affiliation. Moreover, Financial Success/Materialism and Community Concern were consistently and significantly related to prejudice, whereas the other SDT facet scales yielded weaker relationships with prejudice. Structural models based on SDT and Inglehart were not corroborated, but instead the present data supported a mediation model based on Fromm's work in which the effect of Community Concern was mediated by Financial Success/Materialism. Broader implications for SDT are critically assessed.