IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v52y2024i5d10.1007_s11747-024-01008-x.html
   My bibliography  Save this article

Marketing’s role in promoting dignity and human rights: A conceptualization for assessment and future research

Author

Listed:
  • Cait Lamberton

    (University of Pennsylvania)

  • Tom Wein

    (ID Insight)

  • Andrew Morningstar

    (University of Pennsylvania)

  • Sakshi Ghai

    (Oxford Internet Institute)

Abstract

We offer a framework to assess marketing activities for their relationship to human rights, grounded in the recognition that respect for dignity—the inalienable, inherent, and equal value possessed by all humans—is at their core. Drawing from historical and recent thought in philosophy, management and medicine, we focus on three factors of dignity: recognition, agency and equity. We then integrate academic research from our own field as the basis of a marketing-specific conceptualization of dignity, offering a list of assessment questions for firms desiring to integrate dignity into their marketing activities. Given the nascent state of research on dignity in marketing, we also propose a set of questions for future inquiry. We close with three case studies that highlight organizations’ success or failure in affirming dignity in areas relevant to the Sustainable Development Goals, and offer an invitation to esearchers to partner with global dignity-centric organizations to continue this work across cultures and challenges.

Suggested Citation

  • Cait Lamberton & Tom Wein & Andrew Morningstar & Sakshi Ghai, 2024. "Marketing’s role in promoting dignity and human rights: A conceptualization for assessment and future research," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1391-1411, October.
    • Handle: RePEc:spr:joamsc:v:52:y:2024:i:5:d:10.1007_s11747-024-01008-x
    DOI: 10.1007/s11747-024-01008-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-024-01008-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-024-01008-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. William J. Allender & Jura Liaukonyte & Sherif Nasser & Timothy J. Richards, 2021. "Price Fairness and Strategic Obfuscation," Marketing Science, INFORMS, vol. 40(1), pages 122-146, January.
    2. Kathy Hamilton & Maria G. Piacentini & Emma Banister & Andres Barrios & Christopher P. Blocker & Catherine A. Coleman & Ahmet Ekici & Hélène Gorge & Martina Hutton & Françoise Passerard & Bige Saatcio, 2014. "Poverty in consumer culture: towards a transformative social representation," Post-Print hal-01099619, HAL.
    3. Ko Ruyter & Debbie Isobel Keeling & Kirk Plangger & Matteo Montecchi & Maura L. Scott & Darren W. Dahl, 2022. "Reimagining marketing strategy: driving the debate on grand challenges," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 13-21, January.
    4. Knut Kipper, 2017. "Aligning Civic and Corporate Leadership with Human Dignity: Activism at the Intersection of Business and Government," Journal of Business Ethics, Springer, vol. 146(1), pages 125-133, November.
    5. Simona Botti & Kristina Orfali & Sheena S. Iyengar, 2009. "Tragic Choices: Autonomy and Emotional Responses to Medical Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 337-352.
    6. Chihling Liu & Robert V Kozinets, 2022. "Courtesy Stigma Management: Social Identity Work among China’s “Leftover Women” [The Low Literate Consumer]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(2), pages 312-335.
    7. David Crockett, 2017. "Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 554-581.
    8. Natalie Ross Adkins & Julie L. Ozanne, 2005. "The Low Literate Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 93-105, June.
    9. Jenny G. Olson & Brent McFerran & Andrea C. Morales & Darren W. Dahl, 2016. "Wealth and Welfare: Divergent Moral Reactions to Ethical Consumer Choices," Journal of Consumer Research, Oxford University Press, vol. 42(6), pages 879-896.
    10. Kahneman, Daniel & Knetsch, Jack L & Thaler, Richard, 1986. "Fairness as a Constraint on Profit Seeking: Entitlements in the Market," American Economic Review, American Economic Association, vol. 76(4), pages 728-741, September.
    11. Tesary Lin, 2022. "Valuing Intrinsic and Instrumental Preferences for Privacy," Marketing Science, INFORMS, vol. 41(4), pages 663-681, July.
    12. Sterling A. Bone & Glenn L. Christensen & Jerome D. Williams, 2014. "Rejected, Shackled, and Alone: The Impact of Systemic Restricted Choice on Minority Consumers' Construction of Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 451-474.
    13. Daiane Scaraboto & Eileen Fischer, 2013. "Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1234-1257.
    14. Lauren Grewal & Helen Van Der Sluis, 2024. "Hidden Barriers to Marketplace Disability Accessibility: An Empirical Analysis of the Role of Perceived Trade-Offs," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 51(1), pages 66-78.
    15. Craig J. Thompson, 2005. "Consumer Risk Perceptions in a Community of Reflexive Doubt," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 235-248, September.
    16. Christian A Eichert & Marius K Luedicke, 2022. "Almost Equal: Consumption under Fragmented Stigma [“The Low Literate Consumer]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(3), pages 409-429.
    17. Christopher A. Summers & Robert W. Smith & Rebecca Walker Reczek, 2016. "An Audience of One: Behaviorally Targeted Ads as Implied Social Labels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(1), pages 156-178.
    18. Johannes Haushofer & Jeremy Shapiro, 2016. "The Short-term Impact of Unconditional Cash Transfers to the Poor: ExperimentalEvidence from Kenya," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 131(4), pages 1973-2042.
    19. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    20. Lisa Hill, 2012. "Adam Smith on thumos and irrational economic ‘man’," The European Journal of the History of Economic Thought, Taylor & Francis Journals, vol. 19(1), pages 1-22, January.
    21. Shapiro, Jeremy, 2019. "The impact of recipient choice on aid effectiveness," World Development, Elsevier, vol. 116(C), pages 137-149.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dhruv Grewal & Praveen K. Kopalle & John Hulland, 2024. "Addressing the greatest global challenges (UN SDGs) with a marketing lens," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1263-1272, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sandikci, Ozlem & Jafari, Aliakbar & Fischer, Eileen, 2024. "Claiming market ownership: Territorial activism in stigmatized markets," Journal of Business Research, Elsevier, vol. 175(C).
    2. Martina Hutton & Canan Corus & Joshua Dorsey & Elizabeth Minton & Caroline Roux & Christopher P. Blocker & Jonathan Z. Zhang, 2022. "Getting real about consumer poverty: Deep processes for transformative action," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1332-1355, September.
    3. Khare, Apoorv & Jain, Rajesh, 2022. "Mapping the conceptual and intellectual structure of the consumer vulnerability field: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 150(C), pages 567-584.
    4. Akon E. Ekpo & Benét DeBerry-Spence & Geraldine Rosa Henderson & Joseph Cherian, 2018. "Narratives of technology consumption in the face of marketplace discrimination," Marketing Letters, Springer, vol. 29(4), pages 451-463, December.
    5. Jenna Drenten & Robert L Harrison & Nicholas J Pendarvis, 2023. "More Gamer, Less Girl: Gendered Boundaries, Tokenism, and the Cultural Persistence of Masculine Dominance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 2-24.
    6. Ndichu, Edna G. & Rittenburg, Terri L., 2021. "Consumers’ navigation of risk perceptions in the adoption of stigmatized products," Journal of Business Research, Elsevier, vol. 132(C), pages 340-353.
    7. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    8. Alexander P. Henkel & Johannes Boegershausen & Robert Ciuchita & Gaby Odekerken-Schröder, 2017. "Storm after the Quiet: How Marketplace Interactions Shape Consumer Resources in Collective Goal Pursuits," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 26-47.
    9. Xia, Fangzhou & Huang, Jing & Zhang, Zhengfeng, 2024. "Government concerns, the benefit cliff, and land use: A comparative study of rural impoverished and marginalised impoverished groups," Land Use Policy, Elsevier, vol. 140(C).
    10. Alexander Erlei & Mattheus Brenig & Nils Engelbrecht, 2024. "Consumer Behavior under Benevolent Price Discrimination," Papers 2404.03581, arXiv.org.
    11. Ronald Paul Hill, 2020. "Freedom of the Will and Consumption Restrictions," Journal of Business Ethics, Springer, vol. 164(2), pages 311-324, June.
    12. Xi Li & Xinlong Li, 2023. "The Bright Side of Inequity Aversion," Management Science, INFORMS, vol. 69(7), pages 4210-4227, July.
    13. David Crockett, 2022. "Racial Oppression and Racial Projects in Consumer Markets: A Racial Formation Theory Approach [The Ghetto Marketing Life Cycle: A Case of Underachievement]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 1-24.
    14. Castilhos, Rodrigo B. & Fonseca, Marcelo J., 2016. "Pursuing upward transformation: The construction of a progressing self among dominated consumers," Journal of Business Research, Elsevier, vol. 69(1), pages 6-17.
    15. Julia Rötzmeier-Keuper, 2020. "Consumer Vulnerability: Overview And Synthesis Of The Current State Of Knowledge And Future Service-Related Research Directions," Working Papers Dissertations 65, Paderborn University, Faculty of Business Administration and Economics.
    16. Kalyanaram, Gurumurthy & Winer, Russell S., 2022. "Behavioral response to price: Data-based insights and future research for retailing," Journal of Retailing, Elsevier, vol. 98(1), pages 46-70.
    17. Go Jefferies, Josephine & Bishop, Simon & Hibbert, Sally, 2019. "Customer boundary work to navigate institutional arrangements around service interactions: Exploring the case of telehealth," Journal of Business Research, Elsevier, vol. 105(C), pages 420-433.
    18. Bernd Schmitt & J Joško Brakus & Alessandro Biraglia, 2022. "Consumption Ideology [Ideology and Terror: A Novel Form of Government]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 74-95.
    19. Lydia Ottlewski, 2021. "Building and Strengthening Community at the Margins of Society through Social Enterprise," Sustainability, MDPI, vol. 13(21), pages 1-15, October.
    20. Seo, Yuri, 2016. "Professionalized consumption and identity transformations in the field of eSports," Journal of Business Research, Elsevier, vol. 69(1), pages 264-272.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:52:y:2024:i:5:d:10.1007_s11747-024-01008-x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.