Papers by Leighann C Neilson
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Journal of marketing education, Jan 30, 2024
This paper discusses the creation and implementation of an experiential learning assignment focus... more This paper discusses the creation and implementation of an experiential learning assignment focused on the United Nation’s Sustainable Development Goal (SDG) 12, which aims to ensure sustainable consumption and production patterns. Using a grounded theory approach that combines analyzing 90 senior-level marketing students’ reflective essays alongside 63 pre- and post-assignment survey responses, we develop the “RESCUER” framework which combines active and passive learning elements. We demonstrate how active learning layered on top of passive methods can be an effective means to generate more responsible consumer behaviors within a complex food supply system. Students begin with passive learning components in the form of readings and lectures (labeled Resources), before Engaging with mindfulness in an active learning activity that involves the selection, purchase, and preparation of perishable food for a salad. The framework also includes the important effects of Social influence and its role in how Cognizance and Underlying problem salience are generated. Finally included are factors that Expedite the process of generating cognizance and problem salience such as the ready availability of relevant facilities (e.g., the existence of a garbage sorting system), which can enable more Responsible consumer behaviors.
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Journal of Macromarketing, Feb 15, 2012
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Journal of Consumer Affairs, Feb 13, 2023
Due to individuals' increasing demand for healthpromotion, various health-related consumer goods,... more Due to individuals' increasing demand for healthpromotion, various health-related consumer goods,like dietary supplements (DS), have flourished in themarketplace as magical solutions to consumers' lifeproblems. Inevitably influenced by various marketplacestakeholders and information sources such as family,friends, brands, and social media influencers, con-sumers may encounter difficulties making well-informed health decisions. Based on empirical evidencegleaned from in-depth interviews with DS consumers,this research contributes to consumer wellness andhealth promotion research by confirming the role ofmindfulness as an agency in distancing individualsfrom external social noises and enabling them torespond flexibly to inner experiences and desires. Wecontribute to mindful consumption research by identi-fying the positive impact of mindfulness on facilitatingconscious and independent DS consumption decisionsand health practices. Moreover, the daily practices thatenable individuals to accumulate mindfulness and theimpact of mindfulness on females' perception of beauty are discussed.
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Research Methods for Primary Sources, 2021
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ACR North American Advances in Consumer Research, 2004
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Marketing Education Review, Mar 1, 2009
Faced with an environment of constant technological change, how can we as marketing educators equ... more Faced with an environment of constant technological change, how can we as marketing educators equip our students to deal with the impact of new communication and information technologies on marketing practice and research? The teaching innovation described here, the New Tools Briefing, provides an active learning exercise which engages students in researching and evaluating new communication and information technologies. The delivery of the exercise, as part of a third year undergraduate marketing course, is outlined in detail and methods used to assess the innovation's effectiveness are discussed.
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Companion to Marketing History, Jan 29, 2016
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Journal of Historical Research in Marketing, May 6, 2022
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Urban History Review-revue D Histoire Urbaine, 2009
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Research in consumer behavior, 2012
Purpose – Child sponsorship programs have been accused of representing children from the developi... more Purpose – Child sponsorship programs have been accused of representing children from the developing world in a manner described as “development porn” in their marketing communications, and of operating in such a way as to reinforce beliefs that people in the global South are powerless, dependent on help from the developed North. This research takes a critical, historical approach to investigating the marketing practices of Plan Canada, a subsidiary of one of the oldest and largest child sponsorship-based development agencies, in order to evaluate outcomes of charitable giving at the social and ideological level. Methodology – We adopted a consumer storytelling theoretical lens to conduct narrative analysis of letters written by donors upon their return from visiting their sponsor children. Findings – We reveal how even if aid recipients are treated with respect in marketing communications, ideological outcomes which reinforce Northern hegemony may still result. Social implications – Although charitable acts by individuals are commonly encouraged and lauded, marketers may play a role in perpetuating negative outcomes that result from this consumer action, such as reinforcing notions of cultural difference and superiority. Originality/value of paper – Only a few researchers have investigated the social and ideological outcomes of charitable giving. We investigate the outcome of charitable giving on the donor and recipient communities and relationship between these communities. Models of charitable giving need to be revised to include these outcomes.
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Journal of Macromarketing, Jun 1, 2003
Since the late 1960s, marketers have increasingly been interested in the application of marketing... more Since the late 1960s, marketers have increasingly been interested in the application of marketing theories and practices to nonprofit and public organizations, including museums and art galleries. Although there has been some attempt on the part of marketing academics to understand the nature of museums and conduct research within museum environments, much of this work has failed to recognize the political context of museums and has tended to adopt an American or European focus. Canadian museums differ from their counterparts in the United States and Britain in the emphasis they place on the marketing of an idea: the sovereign nation. This article takes a chronological approach, detailing the social, economic, and political influences that have effected the development of marketing strategies from the beginning of the museum community in Canada in the early 1800s through the end of the 1980s.
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Journal of Historical Research in Marketing, Aug 9, 2011
PurposeChild sponsorship programs have been accused of representing children in the developing wo... more PurposeChild sponsorship programs have been accused of representing children in the developing world in a manner described as “development porn”. The purpose of this paper is to take an historical approach to investigating the use of advertising techniques by Plan Canada, a subsidiary of one of the oldest and largest child sponsorship‐based non‐governmental development agencies, Plan International, during the 1970s. This time period represents an important era in international development and a time of significant change in the charitable giving and advertising industries in Canada.Design/methodology/approachThe authors conduct a content analysis on an archival collection of 468 print advertisements from the 1970s.FindingsA description of the “typical” Plan Canada fund‐raising ad is presented and shown to be different, in several aspects, from other advertisements of the time period. It was determined that Plan Canada's advertisement did not cross the delicate line between showing the hardship and realities of life in the developing world for these children and what became known as “development porn”.Originality/valueThere has been little previous research which focuses specifically on the design of charity advertisements. This paper presents a historically contextualized description of such ads, providing a baseline for further research. It also raises important questions regarding the portrayal of the “other” in marketing communications and the extent to which aid agencies must go to attract the attention of potential donors.
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Journal of Financial Services Marketing, Oct 27, 2008
This study presents an overview of the marketing strategy that a retail bank may
pursue when it ... more This study presents an overview of the marketing strategy that a retail bank may
pursue when it targets home country nationals in a foreign market. An analysis of the
marketing strategy of ICICI Bank in Canada reveals that a transnational strategy coupled with
an ethnocentric staffi ng policy allows the parent fi rm to retain control, while the choice of a
subsidiary as an entry mode allows for local responsiveness. Further analysis illustrates that
the blend of various variables in the services marketing mix (ie price, place, promotion,
participants, physical evidence, and process) can help in attaining customer satisfaction.
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Commercial Nationalism and Tourism: Selling the National Story, Dec 31, 2016
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Proceedings of the Conference on Historical Analysis and Research in Marketing, Sep 1, 2017
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ABSTRACT Thesis (M.A.) -- Queen's University, 2000.
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Journal of Historical Research in Marketing, Mar 24, 2022
Purpose The purpose of this study is to respond to the Journal of Historical Research in Marketin... more Purpose The purpose of this study is to respond to the Journal of Historical Research in Marketing special issue call for discussions that can assist advertising and marketing history researchers locate primary sources of interest to their research by describing the resources available through the online family history websites Ancestry.com and FindMyPast.com. Design/methodology/approach Brief histories of Ancestry and FindMyPast are presented, based on publicly available records and secondary sources. This paper explains the types of data researchers can access via Ancestry.com and FindMypast.com, the costs of access and then provides some examples of how these resources have been used in past research by marketing and advertising historians. Findings Family history websites such as Ancestry and FindMyPast can provide researchers with access to a wide variety of data sources, such as census and voting records; immigration records; city directories; birth, marriage and death records; military records; and almanacs and gazetteers, but at a cost. In some cases, paying for digital access to records is more convenient, timely and can cost less than travelling to access these same documents in physical form. Depending on the researcher’s geographical location and the country from which records are sought, this can add up to quite a cost savings. When using these sources, it is wise to determine which database contains more of the records you are searching for; Ancestry tends to have better US and Canadian resources, while FindMyPast covers the UK better. Originality/value Researchers interested in conducting advertising and marketing history research need access to primary data sources. Given restricted travel budgets and, indeed, restricted travel under COVID-19 conditions, gaining access to primary sources in digital form can allow researchers to continue their work. At any time, gaining access to digital records without having to travel can speed up the research process. Researchers new to the field, and those with many years of experience, can benefit from learning more about family history databases as primary data sources.
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Papers by Leighann C Neilson
pursue when it targets home country nationals in a foreign market. An analysis of the
marketing strategy of ICICI Bank in Canada reveals that a transnational strategy coupled with
an ethnocentric staffi ng policy allows the parent fi rm to retain control, while the choice of a
subsidiary as an entry mode allows for local responsiveness. Further analysis illustrates that
the blend of various variables in the services marketing mix (ie price, place, promotion,
participants, physical evidence, and process) can help in attaining customer satisfaction.
pursue when it targets home country nationals in a foreign market. An analysis of the
marketing strategy of ICICI Bank in Canada reveals that a transnational strategy coupled with
an ethnocentric staffi ng policy allows the parent fi rm to retain control, while the choice of a
subsidiary as an entry mode allows for local responsiveness. Further analysis illustrates that
the blend of various variables in the services marketing mix (ie price, place, promotion,
participants, physical evidence, and process) can help in attaining customer satisfaction.
Three theories of ethical decision making found in the marketing literature provide the theoretical lens for this research: Hunt and Vitell’s General Theory of Marketing Ethics, Donaldson and Dunfee’s Integrative Social Contracts Theory, and Thompson’s Contextualist framework. These frameworks are augmented by Sykes and Matza’s work on techniques of neutralization. Active interviewing was employed to obtain data from informants who self-identified as wrestling fans.
Analysis of the data revealed that informants employed elements from each of the ethical decision making frameworks, often in combination, in order to reach judgments regarding the moral correctness of the WWE’s business practices and the actions of its owner Vince McMahon, the content of the WWE’s product, the actions of fans in general, and their own fan behaviours in particular. Informants also relied heavily on
techniques of neutralization in their moral reasoning, developing new contextually sensitive techniques that have not been reported in previous research. Importantly, this research reveals that the marketer can exert a powerful influence on marketplace culture members’ processes of moral reasoning.