55 research outputs found

    The Impact of Health Message on People's Attitude Toward Wearing a Mask: The Moderating Role of Self-Construal: [Dampak Pesan Kesehatan Terhadap Sikap Penggunaan Masker: Peran Moderasi Self-Construal]

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    With the rising case of COVID-19, governments worldwide have recommended that every citizen wear a face mask or a cover in public places where practicing social distancing would be difficult. However, many people refuse to wear masks. This study will investigate why some people refuse to wear masks in public despite clear health benefits. Using two experimental studies, 100 participants living in the United States of America were recruited from Amazon Mechanical Turk (MTurk) for Study 1, while 96 participants living in the United States of America were also recruited from Amazon Mechanical Turk (MTurk) for Study 2. The results show that perceived severity is vital in encouraging people to wear masks. People see what they want to see. Perceived severity has a direct effect and mediated effect. This is consistent with the health belief model, suggesting that a high perceived disease severity causes proactive health-protection behaviors. Furthermore, the results show self-construal moderates the relationship between perceived severity and people's attitude toward wearing a mask. This study will make several theoretical contributions to social marketing, working on health message campaigns. The government and health officials need to work together to create a consistent message on the virus's severity. In addition, government, social marketers, and public officials need to create a distinct message to target two different segments (interdependent vs. independent individuals). This is one of the first few studies exploring the impact of self-construal on health message campaigns related to a disease such as COVID-19.   Dengan meningkatnya jumlah kasus COVID-19, pemerintah di seluruh dunia merekomendasikan bahwa tiap warga negara menggunakan masker atau penutup wajah di tempat publik ketika praktik social distancing sulit dilaksanakan. Walaupun demikian, banyak orang menolak menggunakan masker. Studi ini menyelidiki mengapa sejumlah orang menolak menggunakan masker di tempat publik, walaupun ada banyak keuntungan secara medis. Dalam studi ini, ada dua studi eksperimen yang dilaksanakan, yaitu Studi 1 dengan 100 partisipan yang tinggal di Amerika Serikat dan Studi 2 dengan 96 partisipan yang tinggal di Amerika Serikat. Partisipan kedua studi tersebut direkrut menggunakan Amazon Mechanical Turk (MTurk). Hasil studi menunjukkan bahwa tingkat keparahan penting dalam mendorong orang untuk menggunakan masker. Manusia melihat apa yang ingin dilihat. Persepsi atas tingkat keparahan memiliki efek langsung dan efek mediasi. Hal tersebut konsisten dengan health belief model, ketika persepsi atas tingkat keparahan yang tinggi menyebabkan perilaku perlindungan kesehatan yang proaktif. Lebih lanjut, hasil juga menunjukkan bahwa self-construal memoderasi hubungan antara persepsi atas tingkat keparahan dan sikap terhadap menggunakan masker. Studi ini berkontribusi secara teoretis terhadap social marketing, terutama kampanye pesan kesehatan. Pejabat pemerintah dan kesehatan perlu bekerja sama dalam menciptakan pesan yang konsisten sehubungan dengan keparahan virus. Selain itu, pemerintah, social marketers, dan pejabat publik perlu menciptakan pesan khusus untuk dua kategori target berbeda (individu interdependen vs. independen). Studi ini merupakan salah satu studi pertama yang membahas dampak self-construal pada kampanye pesan kesehatan, terkait dengan penyakit seperti COVID-19

    Investigating the importance of self-acceptance and self-efficacy on weight management in a developing country

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    The growing rares of obesity in both developed and developing countries are alarming. Most studies on obesity mainly focus on individuals in developed countries with ready access to food. Limited studies explore obesity in devloping countries with limited access to healthier foods. In addition, studies show self-acceptance and self-efficacy are essential to healthier well-being. The purpose of this study is{a) to explore the impact of self-acceptance on individuals' self-efficacy to weight management and (b) to investigate the impact of self-efficacy on indviduals' attitude and intention in regard to weight managements. Using data from Indonesia (N = 499), the respondents are divided based on their body mass index. The resu1ts show that self-acceptance significantly influenced individuats' self -efficacy, especially for individuals who are obese. Furthermore, self-efficacy did not influence individual attitude toward weight management. Finally, attitude toward weight management only influenced people who are obese and not individuals who are overweight The results of this study will have-significant implications to government, social marketers, and not-for-profit Organizations in fighting the epidemic indeveloping countries

    Linking global consumer culture and ethnocentric consumerism to global citizenship: exploring the mediating effect of cultural intelligence

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    Purpose – This article attempts to understand the impact of global consumer culture and ethnocentric consumerism on global citizenship by identifying the mediating effect of cultural intelligence. Design/methodology/approach – The proposed structural equation model explains the relationship between global consumer culture, ethnocentric consumerism, and global citizenship. The empirical analysis involves an online survey targeted young people in Indonesia context. Findings – The empirical evidence broadly supports the view that cultural intelligence strengthens the impact of global consumer culture and ethnocentric consumerism on global citizenship. There is a strong tendency in this study to suggest that global consumerism will not be able to contribute to global citizenship unless cultural intelligence provides as a mediating variable. However, the results do not support the mainstream literature, which suggests that ethnocentric consumerism harms global citizenship. Originality/value – This study extends the discussion on achieving sustainable development by examining global citizenship leads to a better understanding of consumer culture theory. Keywords Global consumer culture, Global citizenship, Cultural intelligence, Ethnocentric consumerism Paper type Research pape

    Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets

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    Purpose: This paper uses social identity theory to investigate the sequential mediating effects of extrinsic religiosity and perceived role of religious leaders in the impact of consumers' intrinsic religiosity on perceived value of brands endorsed by religious leaders. Design/methodology/approach: This paper comprises two survey-based studies with urban consumers in two emerging markets, India (N = 303) and Indonesia (N = 150). Findings: Intrinsic religiosity has a direct positive effect on extrinsic religiosity, which in turn mediates the effect of intrinsic religiosity on the perceived value of the brands endorsed by religious leaders in both India and Indonesia. However, extrinsic religiosity has a significant positive effect on the perceived value of these brands through the perceived role of religious leaders in India but not in Indonesia. Research limitations/implications: Samples for both the studies are drawn from urban consumers in India and Indonesia, which also have large rural populations. Hence, future research may use both urban and rural samples from other countries to replicate our results. Practical implications: The study findings may help both local and global brand managers in the emerging markets with religious societies, such as India and Indonesia, to understand how they may use endorsements by religious leaders to manage the differences in the impact of consumers' intrinsic versus extrinsic religiosity on their brand perceptions and evaluations. Originality/value: This paper extends social identity theory to the international marketing context by showing that religious consumers in the emerging markets are likely to support the brands endorsed by religious leaders vis-à-vis other national or multinational brands. Thus, religious identification offers a unique sacred worldview and unlimited group membership, unlike other social groups, especially in the highly religious emerging markets

    Exploring the Effect of Intrinsic Religiousness, Extrinsic Religiousness, and Religious Fundamentalism on People’s Attitude Towards Lesbians and Gays in Indonesia

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    Lesbians and gays hatred in Indonesia has significantly increased in the last few years. Since 2015, there have been raids on gay saunas, calls for the criminalization of homosexuality, and statements made by prominent politicians and religious leaders about the evils of lesbian and gay rights. Hence, the purpose of this study is to explore the impact of intrinsic religiousness, extrinsic religiousness, and religious fundamentalism on people’s attitudes towards homosexuals and people’s perception of lesbian and gay people as immoral and dangerous. This study uses a quantitative survey and samples from Indonesia (n=602), one of the most religious nations in the world. The results show intrinsic religiousness negatively influences people’s attitude towards gay men but not lesbians. Moreover, extrinsic social religiousness has no effect on people’s attitude towards gay men and lesbians. Both intrinsic and extrinsic religiousness have no effect on people’s perception of LGBT people as an immoral and dangerous group. Nonetheless, religious fundamentalism negatively influences people’s attitude towards gay men and lesbians. More important, religious fundamentalism perceives lesbian and gay people as an immoral and dangerous group. The results indicate a need for greater tolerance in Indonesia, especially protection from conservative and religious fundamentalist group

    Indonesian healthy living intentions: Segmentation study insights

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    Obesity is a global epidemic. The very rapid growth rates of obesity prevalence observed in developing countries is alarming. Segmentation is under applied in social marketing and, when it is applied, it is based primarily on demographic data in samples drawn from developed nations. The current study adopts psychographic segmentation to understand lifestyle attitudes and intentions towards exercise and weight loss among an Indonesian sample. TwoStep cluster analysis (n = 499) identified 4 distinct segments (At risk, Conscious healthy, Overweight, and Tryers). The results of this study demonstrate that different groups exist in the larger population and that consideration of these groups may assist social marketers in creating service/intervention offerings that meet the needs of a broader range of people in the market, thus extending penetration of campaigns that address obesity

    No pain, no gain: insights into changing individual volitional behaviour

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    Physical activity is an important component of a healthy lifestyle. The purpose of this study is threefold: first, to empirically examine the effect of attitudes on people's intentions towards starting a new physical activity in three weight groups; second, to explore differences within various demographic groups; and finally, to offer research and practical implications for social marketers who are working in the area of physical activity. A total of 1459 respondents participated in an online survey. Our findings indicate that when individuals hold both negative and positive attitudes towards physical activity, they will have higher intentions to start a new physical activity. Empirical examination identified that overweight and obese people have more negative and less positive attitudes than healthier people toward physical activity. The results indicate that overcoming negative attitudes and reinforcing positive attitudes remain as a necessary condition to influence volitional behaviours such as physical activity, which requires cognitive processing and actions in order for the behaviour to be changed. People engaging in physical activities understand both positive and negative effects of physical activities, and they may engage in physical activities despite knowing there are short-term costs

    A Critical Overview of Social Marketing in Asia

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    Background: Social marketing has been used in Asia to combat various social issues (Deshpande & Lee, 2013). However, our understanding of social marketing awareness, adaptation, and achievement in Asian countries is limited.The focus of the Article: An historical overview of social marketing developments in Asia.Importance to the Social Marketing Field: This paper is one of the first attempts to integrate social marketing theory and practice in Asia to understand its strengths and weaknesses and to provide a recommendation to enhance the adoption and effectiveness of social marketing program design, implementation, and evaluation to generate social and behavioral change.Design/methodology/approach: The authors representing 18 Asian countries searched for social marketing growth and trends in prominence, conceptual developments, social issues and solutions, and effectiveness in English and local language literature. This paper describes themes by highlighting examples of initiatives.Findings: Our analysis reveals a broad spectrum of social marketing practices in Asia, focusing traditionally on managing overpopulation and preventing communicable diseases and, more recently, non-communicable diseases and climate action. The practice also revealed close integration with policies, overreliance on the government sector, lack of robust research studies, theorizing, documentation, training, and community involvement, and challenges presented by cultural factors and the confusion of understanding the term.Recommendations for research or practice: The study recommends establishing the Asian Social Marketing Association and Asian Social Marketing Institute, adopt a Total Market Approach, improve documentation, clarify the boundaries of social marketing, enhance the effectiveness of strategies by embracing research, involving the beneficiary communities and by learning from others
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