Field-capital theory and its implications for marketing

Purpose: This paper seeks to explore the applicability and implications of Bourdieu's field-capital theory for marketing using original research with a typical European society. Bourdieu's field-capital theory proposes that people acquire economic, social and cultural capital which they deploy in social arenas known as "fields" in order to compete for positions of distinction and status. This exploratory study aims to examine how Bourdieu's theory may explain competitive behavior in fields of interest to marketers. Design/methodology/approach: A total of 61 in-depth interviews were completed with respondents that were representative of each of 61 geodemographic "types" - clusters that enable marketers to segment an entire population. Findings: The findings suggest that examining human behaviour through the lens of field and capital theory highlights the importance of the competition motive in explaining consumers' behaviour. New "fields" were identified which seem to have assumed primary importance, particularly in middle-class people's lives. Research limitations/implications: Viewing consumer behaviour as social competition implies that new segmentation approaches may yield successful marketing outcomes, and opens consumer psychology and behaviour itself to new interpretations. Originality/value: Very few research papers that apply field-capital theory to marketing are present in the literature. It is hoped that this work addresses an important area, and one that is particularly prevalent in twenty-first century consumerism. © Emerald Group Publishing Limited

Why "soft science" is the key to regaining leadership in marketing knowledge

Purpose - The purpose of this paper is to highlight what the authors regard as serious problems with the continuing dominance of a "hard science" view of what constitutes "top quality" research, and to present evidence that a "softer" approach will yield work that more closely aligns with the everyday reality of marketing. Design/methodology/approach - The authors use a contrast between the marketing discipline and chemistry to illustrate their concerns about the use of "hard science" in academic marketing. This was supplemented with analyses of academic marketing work already published to illustrate particular points. Findings - The authors propose that academic marketers need to take a "horses for courses" approach and ground their research in the reality of the discipline. Different areas within the discipline of marketing are debated, and it is concluded that some areas may still respond well to scientific approaches, while others may benefit from a relaxation into interpretive approaches. The paper argues the need to concentrate more on reflecting a reality that is recognised by the wider marketing community, rather than getting wound up in methodological strait-jackets. To illustrate these points, the lack of recent progress in research on market segmentation is considered, and a "typical hard science paper" is critiqued. The authors summarise the reasons why it is wrong to apply a "hard science" approach on a carte blanche basis and argue for a more pluralist critical realist approach. Practical implications - The contention is that the over-heavy trappings of science in much academic work have the effect of removing that work from practical norms. Therefore the practical implications of this paper are potentially significant. Originality/value - The paper promotes the soft science stance as the most appropriate epistemology for mainstream academic marketing research. © Emerald Group Publishing Limited

Online access panels for surveys on public health and epidemiology

In both the private and public sectors research on attitudes and behaviour is often carried out using “online access panels” – panels sometimes consisting of hundreds of thousands of members of the public who have agreed to answer questionnaires on a variety of topics. However, such panels are currently little used in health care research, perhaps a surprise given Van Gelder, Bredveld and Roeleveld’s (2010) comment “...web-based questionnaires could be considered an alternative or complementary mode in the range of epidemiologic methods of data collection”. Thus in this paper we examine what a typical online access panel is and what it might offer to health care researchers.To set online access panels into context, the potential biases associated with them are examined, and these are compared with the other main modes of data collection. It is argued that an evaluation of the validity of modes of data collection should be based on a number of criteria to decide which mode is most likely to reflect accurately the characteristics of a specific population, in particular its demographics, lifestyle, attitudes and behaviour. Validity is not just a function of the sampling design and the extent and nature of any non-response bias but also of the willingness and ability of respondents to give honest and accurate information. In the case of online access panels the merits of reduced socially desirable responding and greater willingness to provide sensitive information are noted. The positive and negative sides of ‘panel learning’ are also reported. Whether there is one single definitive statement about the relative validity of the different modes is considered. Experimenting with key questions across modes is suggested

Social marketing-based strategy for sun protection interventions

The promotion of sensible sun protection behaviours is constrained by:-The perception that skin cancer risk in the UK is low. The population is not sensitized to skin cancer as a major health risk in the same way as are Australasian populations -The lack of central government support for and endorsement or funding of interventions-Strong normative beliefs, particularly among young people about the social value of suntans and prevailing social norms regarding the attractiveness of suntans and acceptable behaviours modelled among peers -A lack of integration of messages and behaviours among stakeholder groups (e.g. schools, where there is evidence that policies are inconsistent and, in some schools, children may actually be discouraged from bringing sunscreen to schools).Additionally, recent media coverage hyping the benefits of Vitamin D as both a preventative and curative element (including cancers) will also impact on the way future interventions are received.Insights that led to the recommendations that follow are:-‘trigger’ moments are very important – sun protection is not something that is of major concern / top of mind in the UK winter, so linking activities to moments when sun protection is high on people’s agendas is important.- there are two main tasks to be done: first, gaining a general awareness that too much sun is harmful, but understanding this on its own is unlikely to shift behaviour. Second, creating specific propositions that people will accept – these offerings leading to lower risk behaviours in an acceptable way.In the short term, we recommend immediate implementation of:-activities that can leverage off the existing SunSmart UK brand -direct beach and other outdoor lifestyle face-to face-interventions-highly targeted communications at parents, teachers, young adults and outdoor workers to continue the long term task of building sustained awareness of skin cancer risks and appropriate behaviours. Ideally, this would be best achieved nationally through high profile mass media such as television, however funding for this appears unlikely. In the longer term, priority in developing and implementing interventions should be given to:-obtaining government assistance in raising awareness of the link between unwise sun exposure and skin cancer in the UK, and in the South West region in particular-ensuring integration of messages and actions among stakeholder groups and consistency with national, regional and local initiatives.-gaining media buy-in and support in promoting sensible sun protection behaviour, clarifying the link between sun exposure and vitamin D (and claims made for the latter)-addressing overall gaps in the population’s knowledge and awareness of safe sun exposure practices-focusing specifically tailored interventions on clearly identified segments, drawing on theoretical foundations and knowledge of the very different attitudes and beliefs held by each segment to develop appropriate messages-raising awareness of the need for early detection and treatment, supported by appropriate infrastructure to facilitate screening and referrals to specialist services where appropriate-utilising collaborative activity with appropriate organisations such as pharmacies, food retailers and sporting organisations to link with, and leverage off, their activity in this area and to ensur communication themes are consistent with ‘best practice’-setting benchmark measures ththe development of an on-going tracking prre intervention effectiveness and to enable intervee-tuned as necessaryimary research within each segment to deep insights and to enable programmes to be monitored over time

Social marketing-based strategy for obesity interventions

Terms of reference for this projectWe were requested by Dr Julia Verne to provide a literature-based, judgement-based (i.e. no new primary research) draft social marketing strategy for addressing the rising rates of obesity within the South West region. Public health professionals should note that the strategy in this document emphasises how marketing techniques can be used for preventative approaches aimed at the general population. Curative approaches for the morbidly obese with acute health problems are outside our terms of reference

Centre Line Removal or non-reinstatement

In 2018 researchers from the University of the West of England undertook a study which asked the question: What is the impact of Centre Line Removal (CLR) or non-re-instatement on 20mph and 30mph speed limit roads as a contributor to cycle safety? Cycle user perceptions of road danger are significantly a function of driver speed. The sense of danger is substantially increased when speeds driven are above posted 20 and 30mph limits on unsegregated roads. Achieving driver speed limit compliance is, however, very difficult without traffic calming or enforcement. In terms of 20mph speed limits, while there is consistent majority public support in Great Britain (Department for Transport 2012; Tapp et al 2015), driver compliance is more problematic. Moreover, previous UK research has reported that overtaking speeds on 20 and 30mph roads were reduced if there was no centre-line present (Shackel, Parkin, 2014). The literature is not clear as to the causation of lower speeds without centre lines but it may be that cognitive load increases without the certainty of a centre-line so drivers slow in order to gain more time to respond (Murphy, Greene, 2017). Road types are typically village roads and local distributor roads in urban areas which are single carriageway two-way with opposing flows with the centre-line removed or not reinstated

Primary care professionals and social marketing of health in neighbourhoods: A case study approach to identify, target and communicate with ‘at risk’ populations

Aim: In this article the authors illustrate using a case study approach how primary care professionals can use the combination of geodemographic data with hospital episode statistics (HES) to predict the location of people yat risk’ of diabetes mellitus (Type 2 diabetes) in the population of England. This approach facilitates social marketing of those yat risk'. Method: Geodemographic segmentation data for all households was combined with HES for 2001–2002, to predict population groups yat risk’ of Type 2 diabetes. Using a case study approach and quantitative data analysis techniques a profile of the undiagnosed and yat risk’ population of Slough Primary CareTrust was created at town, ward and street levels. Recent literature on social marketing was applied to predicate a discussion of the theory and practice of social marketing that was most likely to succeed in dealing with the prevention of Type 2 diabetes, via the reduction of obesity and overweight in the population. Discussion: The increase in lifestyle-related diseases, such as,Type 2 diabetes that are linked with the rise in overweight and obesity and create large disease management costs for the National Health Service (NHS) are of great concern to primary healthcare professionals and governments throughout the westernized world. Until recently, public and government responses have been very reactive in respect of population groups most in need of lifestyle change. Approaches to the identification of ‘sub-populations' most at risk of Type 2 diabetes and targeting of these is of direct relevance to the preventive work of primary care professionals. Conclusion: Geodemographic data overlaid onto official NHS and other routinely collected data, can aid the identification and targeting of groups most vulnerable to over-weight and obesity, through social marketing approaches including direct mail, telephone canvassing and door-to-door communication channels. © 2007, Cambridge University Press. All rights reserved

Great Britain adults' opinions on cycling: Implications for policy

© 2016 Elsevier Ltd. In its neglect of cycling, the transport policy history of Great Britain is typical of many car-dependent societies. Policy inertia with respect to sustainable travel may be driven by the assumptions that, firstly, most households have access to the use of a car and are keen to preserve the mobility advantages the current system offers them, and secondly that environmental and health considerations should be subjugated to economic priorities. Thus, in spite of warm words about cycling, pro-car policies tend to dominate.Set against this policy backdrop, and taking the stance that public opinion can influence policy change, this paper reports the results of two large scale surveys of opinions regarding the practice of cycling and its role within society, carried out amongst samples of adults representative of Great Britain, in 2010 and 2013. Results indicated broadly positive opinions relating to cycling as part of society, albeit with these measures dropping slightly between 2010 and 2013. Opinions of cycling were found to be significantly linked to voting intention with, broadly speaking, a gradient of decreasing positivity when moving from the political left to right. These results imply a possible link of 'surface' opinions of cycling being influenced by underlying 'deep-seated' beliefs and values. These results are discussed in terms of policy options for pro-cycling groups wishing to influence the debate. Options include decoupling cycling from underlying belief systems and presenting simply as a form of everyday transport; promoting cycling as a solution to multi-social issues across health, the environment and economic considerations such as lower congestion; the pros and cons of de-marketing car usage; and finally, changing underlying belief systems. It is concluded that pro-cycling advocates may be pleased with the broad support of cycling's contribution to society, but they may need to seek alliances with other environmental or health groups in order to turn these good intentions into genuine policy change

Field‐capital theory and its implications for marketing

Purpose: This paper seeks to explore the applicability and implications of Bourdieu's field-capital theory for marketing using original research with a typical European society. Bourdieu's field-capital theory proposes that people acquire economic, social and cultural capital which they deploy in social arenas known as "fields" in order to compete for positions of distinction and status. This exploratory study aims to examine how Bourdieu's theory may explain competitive behavior in fields of interest to marketers. Design/methodology/approach: A total of 61 in-depth interviews were completed with respondents that were representative of each of 61 geodemographic "types" - clusters that enable marketers to segment an entire population. Findings: The findings suggest that examining human behaviour through the lens of field and capital theory highlights the importance of the competition motive in explaining consumers' behaviour. New "fields" were identified which seem to have assumed primary importance, particularly in middle-class people's lives. Research limitations/implications: Viewing consumer behaviour as social competition implies that new segmentation approaches may yield successful marketing outcomes, and opens consumer psychology and behaviour itself to new interpretations. Originality/value: Very few research papers that apply field-capital theory to marketing are present in the literature. It is hoped that this work addresses an important area, and one that is particularly prevalent in twenty-first century consumerism. © Emerald Group Publishing Limited

Adolescent self-harm in the community: An update on prevalence using a self-report survey of adolescents aged 13-18 in England

© The Author 2016. Published by Oxford University Press on behalf of Faculty of Public Health. All rights reserved. Background To establish an estimate of prevalence in a nationally representative sample of community adolescents. To examine associations between self-harm and wellbeing. Methods An anonymous self-report survey completed by 2000 adolescents aged 13-18 years across England.Wellbeing was measured using theWarwick-Edinburgh MentalWellbeing Scale (WEMWBS). Results In total 15.5% (n = 309) of participants reported ever having self-harmed (95% confidence intervals 13.9-17.1). The median age of onset was 13.0 years. Females aged 13-15 years reported the highest incidence of self-harm within the past year (54.9%). Cutting elsewhere (other than on the arms) was more prevalent amongst females (56.4%). The mean wellbeing score for the whole sample (45.6) was lower than the WEMWBS validation score (48.8). Self-harm was associated with a significantly lower wellbeing score, with mean scores of 38.7 (ever selfharmed) and 46.8 (never self-harmed). Conclusions Self-harm remains prevalent amongst adolescents aged 13-18 years in England. An awareness of the age of peak incidence and risks associated with preferred harming behaviours is crucial during assessment and intervention. The promotion of wellbeing is important for all young people. Further study is needed on the ways in which wellbeing may prevent, or ameliorate, the distress associated with self-harm