Back to consumption and production? Prosumers negotiating the WMG lockdown on YouTube

There is a growing body of literature that explores the increasingly blurred divide separating production and consumption. Within this stream of work, digital environments are commonly depicted as sites of consumer empowerment, participation, co‐creation and prosumption, the intertwined process of production and consumption. Yet, in response to the mounting commercial and legal pressures, Web 2.0 companies pro‐actively regulate prosumption, deploying advanced technological devices and innovative contractual arrangements. Exploring the case of Warner Music Group lockdown on YouTube, we investigate the role of a content‐sharing platform in (re)formatting prosumption. We draw from prosumption theory and Ritzer's “prosumption continuum” to highlight how shifting arrangements of rights and content regulation shape prosumption of corporate content (in our case music owned by record labels). In contrast to the studies emphasizing the blurring of the line between consumer and producer, we illustrate how prosumption can also be transformed (back) into more conventional forms of consumption and production. We highlight several mechanisms that make this process of “de‐prosumption” possible despite considerable consumer opposition, and consider the implications facing prosumers of corporate content. Copyright © 2015 John Wiley & Sons, Ltd.     

The role of affinity for prosumption experiences and values

Prosumers are individuals who produce goods they consume themselves. The prosumption literature suggests that prosumption can be enhanced through knowledge sharing, creativity and innovation, and developing expertise. In this article, we investigate the relationships between prosumption experiences, prosumption values, and affinity with a prosumption activity. We use a structural equation model approach to evaluate the relationships between these constructs and assume that affinity can mediate the relationship between prosumption experiences and values. We collect empirical data from prosumers who homebrew their own beer and confirm that prosumption experiences and values are positively related, and that affinity mediates the relationship between experiences and values. Implications deriving from these findings are discussed along with directions for future research.     

Signaling can increase consumers' willingness to pay for green products. Theoretical model and experimental evidence

Many green products are costlier than their nongreen counterparts, for a variety of reasons. This “green premium” is a key challenge marketers face when targeting consumers with these green products. A potential solution to this issue is provided by signaling theory. According to the theory, green products can have a signaling benefit. This benefit acts as an incentive for consumers to pay a premium for environmentally friendly products that can even out their price disadvantage (the green signaling hypothesis). Previous studies have tested the green signaling hypothesis with hypothetical buying decisions. The research at hand tests the green signaling hypothesis with incentive‐compatible purchase decisions in a laboratory setting with student subjects. As predicted, subjects exhibit a higher willingness to pay for green products when the product choice (a nongreen product vs. a costlier green counterpart) is public rather than private. The results also suggest that green signalers are treated more favorably in social interactions. The main result is that a signaling benefit can even out moderate green premiums. One implication of this is the idea that marketers should design green products that are costlier than their nongreen counterparts in a way that renders them clearly recognizable as green. At the same time, marketers should avoid marketing everyday green products with a high green premium.     

Unplanned grocery purchases: the influence of the shopping‐trip type revisited

• The share of unplanned purchases is an important measure for marketers. For instance, marketers need to know if purchases are planned or unplanned to allocate their marketing resources efficiently. Furthermore, the share of unplanned purchases could be seen as an indicator of how efficient marketers are in communicating with their customers in the stores (even if the in‐store marketer is not the only one influencing in‐store decision making.) A frequent assumption in the marketing literature is that the share of unplanned purchases increases with the size of the purchase. This paper questions this assumption by approaching the issue from a perspective that views the shopping trip as either a (more or less) contingency‐dependent construction or as the execution of a well‐defined behavior. Larger (major) trips are hypothesized and found to be more well defined, whereas smaller (fill‐in) trips are found to be largely contingency‐dependent constructions.

Copyright © 2009 John Wiley & Sons, Ltd.     

An exploratory study of consumer style: country differences and international segments

• An important consideration for marketers is determining the best approach to take when marketing their product or service across national borders. It has become clear that the answer to this is not as simple as complete standardization or adaptation, and the appropriate approach may be contingent on a complex set of variables. One key aspect of the puzzle relates to an understanding of the attitudes and behaviours of consumers. The current study examines consumer style (variables related to the way people engage in their consumption activities) as an important area of consideration related to international marketing efforts. Consumer style was investigated in three European countries and the US, using data from the DDB Brand Capital Study (a multi‐country survey). Although results showed that country differences are evident on consumption style, a cluster analysis suggests that there were four segments of consumers that transcend country boundaries. The findings add to our knowledge about consumers in these countries and the characteristics of the segments with respect to differing styles of consumption.

Copyright © 2007 John Wiley & Sons, Ltd.     

Preference‐based segmentation: a study of meal preferences among Norwegian teenagers

The primary goal of this study was to examine the applicability of preference‐based segmentation for a broad array of meals in the context of teenagers. A representative sample of 1,168 Norwegian schoolchildren provided an evaluation of 20 common dinner meals in terms of preference (liking). Cluster analysis was used to establish four distinct preference‐based food segments. These four segments were termed Food Lovers, Fish Haters, Fish Lovers and Dislikers. The relationship between these four preference‐based segments and demographic, consumption, attitude and lifestyle variables was finally modelled using a multinomial logit analysis. The results highlight the fact that social and family‐related attitude and lifestyle variables have a greater ability to profile the segments and explain segment membership than demographic variables. The findings indicate that there are distinct and interesting differences between these segments. The findings have some implications for marketers within the industry in terms of effectively targeting the different market segments. Copyright © 2004 Henry Stewart Publications Ltd.     

Learning to Heal from Those Who Know! The “Lived” Experience of a Peer Support Program for Adult Survivors of Childhood Trauma

This study explored the dual phenomenon of experiencing a peer support residential trauma program from the perspective of (a) a client, and (b) a facilitator. It sought both positive and negative subjective interpretations. Participants were former clients and current facilitators of the program. Data were collected through a focus group, and analyzed using interpretative phenomenological analysis. One superordinate theme, altruistic growth, overarched 2 subordinate themes. The first, modeling through respect, included subthemes of respect and hope and empowerment. The second subordinate theme, reciprocal model of care, encapsulated personal challenges such as facing the mirror, old demons, and burnout and breaking points. Conversely, participants mused on these challenges as opportunities for further healing through opportunities for self-nurturing and gratitude. Implications for treatment of adult survivors of childhood trauma are discussed. For facilitators, the program was seen as offering further personal reflection and a giving forward that was interpreted as altruistic growth.     

Finding Freedom Abroad: Working with Conservative Christian Students in Study Abroad Programs

Conservative (fundamentalist, evangelical) Christian students present a general theological worldview that often correlates with significant anxiety. In a foreign setting, the anxiety of conservative students, removed from their supportive infrastructure, can be considerably heightened. This structure of thinking and emotion presents distinctive challenges and opportunities. Drawing upon my work as a clinician and as a religion professor who conducted study abroad programs, I make suggestions for working effectively with conservative Christian students in study abroad contexts. Suggestions include predeparture, in‐country, and post‐trip strategies. Specific examples of conversations with students are provided to illustrate the challenges and strategies. This essay is published alongside of seven other essays, including a response from John Barbour, comprising a special section of the journal (see Teaching Theology and Religion 18:1, January 2015).     

Travel: a long-range goal of retired women

The authors surveyed retired persons (predominately women) with regard to their immediate, intermediate, and long-range activities following retirement. As predicted, leisure travel emerged as a frequent long-range goal for persons retired more than 5 years. The travel activity preferences of long-retired older women present challenges and opportunities to both researchers and marketers. Length of trips and frequency of trips have been predicted from regression models, with trip length in particular being well predicted by the problem of daily life hassles. A theoretical model of continued post-retirement travel is presented as a variant of Solomon's opponent process theory of affect (R. L. Solomon, 1980). The authors suggest that to the degree that places traveled to are varied and different, older people may remain stimulated and continue to enjoy retirement.     

Travel: A Long-Range Goal of Retired Women

The authors surveyed retired persons (predominately women) with regard to their immediate, intermediate, and long-range activities following retirement. As predicted, leisure travel emerged as a frequent long-range goal for persons retired more than 5 years. The travel activity preferences of long-retired older women present challenges and opportunities to both researchers and marketers. Length of trips and frequency of trips have been predicted from regression models, with trip length in particular being well predicted by the problem of daily life hassles. A theoretical model of continued post-retirement travel is presented as a variant of Solomon's opponent process theory of affect (R. L. Solomon, 1980). The authors suggest that to the degree that places traveled to are varied and different, older people may remain stimulated and continue to enjoy retirement.     

The effect of price discounts on green consumerism behavioral intentions

Green consumerism encourages consumers to demonstrate environmentally friendly behavior for protecting the environment and health of human beings. For example, if consumers wish to purchase take‐out beverages, they are encouraged to bring their own cups or water bottles rather than use disposable cups. This study, through 2 experiments, discussed the use of price discounts for encouraging green consumerism behavioral intentions. Experiment 1 examined the relationships among a green promotion setting, perceived nonmonetary and monetary sacrifice, and purchase intention toward the list price. The results of hierarchical regression models based on 120 valid questionnaires showed that perceived nonmonetary sacrifice fully mediated the relationship between a green promotion setting and the purchase intention toward the list price. Experiment 2 investigated the relationship between price discount levels and frames and a green or general promotion setting used by take‐out beverage shops. The results of the analysis of variance based on 900 valid questionnaires demonstrated that (i) the variation in consumer purchase intention in response to green consumerism promotion was lower than that in response to general promotion; (ii) the price discount threshold used in green consumerism promotion was 20%, which was higher than that in a general promotion setting; and (iii) consumers preferred a percentage discount offered during green consumerism promotion; however, they preferred a discount with a specific dollar amount in a general promotion setting. These results provide suggestions for improving green marketing and green consumerism. Copyright © 2016 John Wiley & Sons, Ltd.     

Migration in Missiological Research

The phenomenon of migration has received a considerable amount of scholarly attention in recent years. This article presents and elaborates on how contemporary missiological research addresses and discusses migration processes. It approached the theme of migration from various perspectives, including how migration phenomena influence individual and communal expressions of faith; how migration experiences are and can be reflected on theologically; and challenges and opportunities of migration to mission thinking and practice. Further, based on the presentation of themes and approaches in the field, the article discusses how migration might challenge and develop the research agenda within missiology. It is argued that migration and migration processes do not only challenge the idea of easily identifiable contexts, but that they also blur and destabilize the whole idea of fixed borders. This challenges missiology to rethink its basic theories related to contextualization and inter‐religious encounters, as well as the understanding of mission thinking and practice.     

Narratives of ‘green’ consumers — the antihero,the environmental hero and the anarchist

• Environmental policy makers and marketers are attracted by the notion of green consumerism. Yet, green consumerism is a contested concept, allowing for a wide range of translations in everyday discursive practices.
• This paper examines how young consumers construct their images of green consumerism. It makes a close reading of three narratives reflecting available subject positions for young green consumers: the Antihero, the Environmental Hero and the Anarchist.
• It reveals problems in the prevailing fragmented, gendered and individualistic notions of green consumerism, and discusses implications for policy and marketing practitioners.

Copyright © 2009 John Wiley & Sons, Ltd.     

Online mentoring and computer-mediated communication: New directions in research

While there has been a veritable explosion of online mentoring websites and opportunities within a wide variety of professions, very few academic articles to date have addressed this phenomenon. The purpose of this article is to remedy this gap in our knowledge by: (a) suggesting that the Internet can provide a viable context for mentoring within defined roles, (b) presenting a new typology of mentoring based on the computer-mediated-communication (CMC) literature, and in doing so suggest new opportunities and challenges, and (c) providing recommendations for researchers and practitioners to explore online mentoring. Past research has found that within the three functions of mentoring (psychosocial, vocational, and role modeling), a mentor can play a number of roles such as business coach, friend, counselor, and/or teacher to a protégé. We extend past research by assessing the major issues applicable to these mentor roles through an examination of CMC literature. We provide specific research propositions to inspire future research into online mentoring and its related contexts, roles, opportunities, and challenges.     

Why Saturday could be both green and red in synesthesia

It has long been observed that certain words induce multiple synesthetic colors, a phenomenon that has remained largely unexplored. We report here on the distinct synesthetic colors two synesthetes experienced with closed sets of concepts (digits, weekdays, months). For example, Saturday was associated with green, like other word starting with s; however, Saturday also had its specific color (red). Auditory priming and Visual Color Stroop tasks were used to understand the cognitive mechanisms supporting the distinct synesthetic colors. Results revealed that processing of word segments and whole words was specifically involved in each type of synesthetic colors. However, these mechanisms differed between participants, as they could relate either to orthography (and written words) or phonology (and spoken words). Further differences concerned the word representations, which varied as to whether or not they encoded serial positions. In addition to clarifying the cognitive mechanisms underlying the distinct synesthetic colors, our results offer some clues for understanding the neurocognitive underpinnings of a rather common form of synesthesia.     

Varieties of Resilience in MIDUS

Population‐based studies of health typically focus on psychosocial contributors to illness and disease. We examine findings from a national longitudinal study of American adults, known as MIDUS (Midlife in the U.S.) to examine the role of psychosocial factors in promoting resilience, defined as the maintenance, recovery, or improvement in health following challenge. Classic studies of resilience are briefly noted, followed by a look at three categories of resilience in MIDUS. The first pertains to having good health and well‐being in the face of low socioeconomic standing. The second pertains to maintaining good health and well‐being despite the challenges that accompany aging. The third pertains to resilience in the face of targeted life challenges such as abuse in childhood, loss of spouse in adulthood, or having cancer. Across each area, we summarize evidence of positive health, and where possible, highlight protective influences that account for such salubrious outcomes. We conclude with opportunities for future research in MIDUS such as examining cultural and genetic influences on resilience as well as utilizing laboratory challenge data to illuminate underlying mechanisms.     

Understanding green purchase behavior through death anxiety and individual social responsibility: Mastery as a moderator

This research proposes a framework to explore green consumption behavior from the perspective of the anxiety of death and individual social responsibility. Research data are collected from a sample of 280 consumers in Taipei, Taiwan. The findings reveal that consumers' anxiety of death affects consumers' green purchase attitude and then ultimately green purchase intention through the mediating variables of environmental concern and pro‐environmental behavior. On a similar line, individual social responsibility is found to act as a precursor in increasing consumer's concern for the environment and, eventually, green purchase attitude and intention. Mastery is found to invigorate the effect of death anxiety on green concern and pro‐environmental behavior, while it enervates the relationship between individual social responsibility and environmental concern.     

The Effects of Electronic Word of Mouth on Product Judgment and Choice: The Moderating Role of the Sense of Virtual Community1

Electronic word‐of‐mouth (WOM) communication influences potential consumer attitudes and behavioral intentions toward a product. Since consumers frequently assess online information based on their relationships with communities, rather than with individuals, online communities themselves function as referents for assessing information quality. This study examines whether consumer perceptions toward virtual communities (i.e., sense of virtual community or SOVC) moderate the perceived influence of product comments on attitude and purchase intention. This study manipulated 2 scenarios involving positive comments and negative comments regarding a newly issued game product. Analytical results indicated that SOVC reinforced the influences of online comments on attitude and purchase intention. Thus, marketers should consider the role of virtual communities when implementing WOM strategy online.     

Social normalisation: Using marketing to make green normal

This paper proposes a novel environmental marketing approach in which the adoption of greener consumer behaviours is encouraged by repositioning them as normal. The research was undertaken in order to help explain the disappointing performance of green marketing initiatives. The methodology was qualitative, with focus groups and a wide range of stimulus materials. The study illuminates the ways in which consumers conceptualise and adopt pro‐environmental behaviours and highlights the importance of consumer ideas about what is normal. The research indicates that consumers are more likely to adopt behaviour and products that they think are normal and that what is regarded as normal changes over time. New activities and products that are initially seen as different, and as outside normal behaviour, can eventually become mainstream and accepted as normal, in a process of ‘social normalisation’. As part of this process, other behaviours, which have been mainstream everyday ways of doing things, can become marginalised over time. The research suggests that companies and policy makers tend to position green marketing initiatives as targeting a green niche and that this inhibits social normalisation and mainstream adoption. Green marketing can potentially play an important role in the social normalisation of green practices and products by portraying these as normal and everyday instead of emphasizing their greenness. The study contributes to understanding of consumer behaviour and the adoption of more sustainable products and practices and identifies practical ways to improve green initiatives. Copyright © 2013 John Wiley & Sons, Ltd.