Papers by Marylouise Caldwell
This study explores the theoretical foundations for consumer rights by drawing on broader human r... more This study explores the theoretical foundations for consumer rights by drawing on broader human rights theories and consumer marketing literature. The study examines credit card debt through this theoretical lens and develops a model of consumer rights. Data analyses include the use of the Factiva electronic library to download recent articles from each of the three major newspapers in the Sydney and two in New York City. The study identifies two primary tensions. The first is a call for individual responsibility versus a call for protection of consumer rights. The second is the perception that credit cards either facilitate or inhibit quality of life and self-fulfilment. The position in this tension-ridden, arguably paradoxical space, depends on beliefs and perceptions about human frailty, institutional precariousness, conflict, and locus of sympathy. This rights model can be used to understand the conditions where the pressure for consumer rights are either amplified or inhibited.
This film shows how three female achievers enact their multiple gendered selves,. A multi-country... more This film shows how three female achievers enact their multiple gendered selves,. A multi-country study of young female achievers
Documentary by Marylouise Caldwell, Ingeborg Kleppe, Paul Henry, with Elissa Down
A Right to Life looks at the complexities of reforming the public health care system in Pakistan-... more A Right to Life looks at the complexities of reforming the public health care system in Pakistan- as seen through the eyes of the country's leading gynaecologist and obstetrician.
A pageant was held in Botswana, designed to reduce the country's accelerating rate of HIV infecti... more A pageant was held in Botswana, designed to reduce the country's accelerating rate of HIV infection and promote dramatic lifestyle changes needed to stop the aggressive spread of the disease.
Recently, evidence has been reported suggesting that consumers' memories for product experiences ... more Recently, evidence has been reported suggesting that consumers' memories for product experiences are not permanent, but that they can be affected by post-consumption information.
ABSTRACT
How do HIV+ consumers in developing nations become public spokes-models/activists who co... more ABSTRACT
How do HIV+ consumers in developing nations become public spokes-models/activists who convince others to adopt Positive Living, a health lifestyle that clashes with local beliefs and customs? We find they undergo a radical self-transformation involving a three-phase normalisation process:1) Facing the Worst, including denial, concealment and delayed testing, 2) Walking the Talk, including developing lay expertise, dealing with stigma, and embodying the principles of Positive Living, and 3) Talking the Walk, including moving beyond personal concerns and pursuing broad social goals. As activists, HIV+ consumers must temper their radicalism and deal with multiple players in a highly socio-politicised contested field.
This book chapter focuses on how HIV+ consumers become AIDS Activists via participation in nation... more This book chapter focuses on how HIV+ consumers become AIDS Activists via participation in national beauty pageants in Botswana during 2005-2012.
Advances in …, Jan 1, 2001
Consumers seek pleasurable experiences when attending performing arts. Yet no theory exists to ex... more Consumers seek pleasurable experiences when attending performing arts. Yet no theory exists to explain and predict the sensemaking associated with this unique consumption activity. I apply "General Living Systems Theory" (GLST) to offer a systems-based model intended to be useful in this respect. My work contributes to some important streams of research. For certain types of hedonic consumption, behaviour can only be understood in the light of the subtleties of consumer interpretation and the entire buying-consuming process. The suggested GLST paradigm attempts to go beyond choice to achieve an understanding of lived experiences within the realities perceived by consumers. A SCENARIO 1 Chris and Linda are sipping white wine in an up-market restaurant. Having just emerged from a symphony concert, they are discussing their reactions to the performance. Chris thoroughly enjoyed Bottesini's Concerto No. 2 for Double
Association for consumer research: …, Jan 1, 2006
Contemporary young female achievers constitute a historically unique cohort. For the first time i... more Contemporary young female achievers constitute a historically unique cohort. For the first time in recorded history large numbers of young women have the opportunity to strongly determine their lifestyles and gender roles in a wide variety of life domains. We study how young female achievers from different nations today perceive femininity and how they choose to enact their gender roles. We conclude that CYFAs strive to experience what they regard as the best aspects of female and male worlds. In achieving this goal they display substantial energy, self-awareness and flexibility. They employ analytical and pragmatic skills to negotiate and adapt to different role domains; appearing comfortable with blending gender roles and having mutable selves.
Marketing and consumer research has traditionally conceptualized consumers as individuals-who exe... more Marketing and consumer research has traditionally conceptualized consumers as individuals-who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual ...
Journal of Business Research, Jan 1, 2008
Downey and Ellis's article about the acquisition of cats is timely. Across Western nations, the p... more Downey and Ellis's article about the acquisition of cats is timely. Across Western nations, the popularity of pet ownership is steadily increasing. Reasons for the upswing are unclear. A cogent explanation is that increases in divorce, separation and single households, mean that more consumers seek companionship, and/or a sense of family, via pet ownership. Other explanations warrant investigation. Do time-poor parents use pets as substitute socialisation agents for their children? Do consumers use pets to enact multiple identities and/or resolve identify conflicts? Are parents susceptible to pressure from teenagers to buy pets for them as fashion accessories? Another issue looms large.
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Gym attendance has become an important part of many consumers' lives. Despite the significance of... more Gym attendance has become an important part of many consumers' lives. Despite the significance of the topic, there has been no attempt to create a robust theory of consumer choice. In this paper, we present a framework for on going decision-making based on a thorough review of the literature and in-depth interviews with frequent and infrequent attendees. The model's strength lies in its ability: 1] to identify key variables including self concept, motivation, long term goal-setting and situation specific attitudes and, 2] to suggest relationships between these variables and how they are linked to a feedback loop that impacts upon gym attendance over time. Future research directions include greater clarification of the relationships between the variables and exploration of the impact of individual difference variables such as personality and perceptions of self-efficacy on choice.
… ROM Proceedings of …, Jan 1, 2005
as well as its business school. Her main research field is services marketing, with a current foc... more as well as its business school. Her main research field is services marketing, with a current focus on arts and cultural marketing and experiential marketing. She has published on these topics in the International Journal of Service Industry Management and in Marketing Theory. François H. Courvoisier, professeur HES, est docteur ès Sciences économiques de l'Université de Neuchâtel, Suisse, dans le domaine du marketing des organisations à but non lucratif. Après avoir été à la tête du marketing de plusieurs entreprises de biens et services, il enseigne le marketing et est chargé de recherche appliquée à la Haute école de gestion Arc de Neuchâtel, Suisse.
… of the 8th International Conference on Arts …, Jan 1, 2005
Celebrity worship attracts limited attention in the marketing literature (exceptions are O'Guinn ... more Celebrity worship attracts limited attention in the marketing literature (exceptions are O'Guinn 2000; Pimentel and Reynolds 2004). In this study, we examine the case of sustained celebrity worship within an affinity group (Macchiette and Roy 1991) by focusing on the Cliff Richard Fan Club in Sydney, Australia. Our findings support and contradict prior research (e.g., O'Guinn 2000). We extend theory by demonstrating that affinity groups sustain celebrity worship by providing benefits beyond those directly linked to celebrity worship (Jenkins 1992; Kozinets 2001), for example by creating an extended social network that provides positive social stimulation and on-going emotional support.
International …, Jan 1, 2008
Marketing Theory, Jan 1, 2008
Abstract. Social class is one of the most fundamental dimensions of social organiza-tion, influen... more Abstract. Social class is one of the most fundamental dimensions of social organiza-tion, influencing almost every aspect of our lives, including market-mediated con-sumption. Despite this situation, the topic has a chequered history in marketing and consumer research. ...
Qualitative Market Research: An International …, Jan 1, 2010
1 Abstract Purpose -is to explore the use of audio-visual representation as a vehicle to generate... more 1 Abstract Purpose -is to explore the use of audio-visual representation as a vehicle to generate heightened emotional resonance and consumer-inquisitiveness amongst marketing professionals.
11 Imprinting, incubation and intensification: factors contributing to fan club formation and con... more 11 Imprinting, incubation and intensification: factors contributing to fan club formation and continuance Paul Henry and Marylouise Caldwell Introduction In recent times, researchers have expended considerable time and energy in understanding marketplace-based collectivities, ...
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Papers by Marylouise Caldwell
Documentary by Marylouise Caldwell, Ingeborg Kleppe, Paul Henry, with Elissa Down
How do HIV+ consumers in developing nations become public spokes-models/activists who convince others to adopt Positive Living, a health lifestyle that clashes with local beliefs and customs? We find they undergo a radical self-transformation involving a three-phase normalisation process:1) Facing the Worst, including denial, concealment and delayed testing, 2) Walking the Talk, including developing lay expertise, dealing with stigma, and embodying the principles of Positive Living, and 3) Talking the Walk, including moving beyond personal concerns and pursuing broad social goals. As activists, HIV+ consumers must temper their radicalism and deal with multiple players in a highly socio-politicised contested field.
Documentary by Marylouise Caldwell, Ingeborg Kleppe, Paul Henry, with Elissa Down
How do HIV+ consumers in developing nations become public spokes-models/activists who convince others to adopt Positive Living, a health lifestyle that clashes with local beliefs and customs? We find they undergo a radical self-transformation involving a three-phase normalisation process:1) Facing the Worst, including denial, concealment and delayed testing, 2) Walking the Talk, including developing lay expertise, dealing with stigma, and embodying the principles of Positive Living, and 3) Talking the Walk, including moving beyond personal concerns and pursuing broad social goals. As activists, HIV+ consumers must temper their radicalism and deal with multiple players in a highly socio-politicised contested field.