CFP JMM 1 December 2016 The Dark Side of Marketing

JMM Special Issue Call for Papers -Deadline for submissions 1 December 2016

The Dark Side of Marketing

  • Guest Editor: Kate L. Daunt, Cardiff University, UK
  • Guest Editor: Dominique A. Greer, Queensland University of Technology, Australia

The past decade has witnessed an explosion of academic and practitioner interest in the dark side of marketing. Unwanted, undesirable and often illegitimate facets of exchange have been explored and the emergence of savvy marketing actors has been documented. Although the Journal of Marketing Management has a rich history of contributing to this burgeoning research field, the early research on the dark side of marketing remains varied and somewhat disjointed. This is evident in the wealth of labels that are used to describe the unwanted and undesirable behaviours of marketing actors, which include unethical, aberrant, dysfunctional, illegitimate, and problematic behaviour (Daunt & Harris, 2012; Fisk et al., 2010; Fullerton & Punj, 2004). A small number of studies have drawn links between the misbehaviours of consumers and employees (e.g., Daunt & Harris, 2014), but extant research overwhelmingly examines the dark side of employee and consumer behaviour independently. In these studies, researchers investigate forms of misbehaviour ranging from incidences that take place within organisations to broader societal grievances (Greer, 2015; Sharma & Chan, 2011; Walsh, 2009; Wallace and de Chernatony, 2007). The motivations for such behaviour in marketing contexts encompass individual, situational and broader societal and cultural factors (Daunt & Greer, 2015; Hackley & Hackley, 2015; Harris & Ogbonna, 2006; Lawrence & Robinson, 2007), while individuals’ ability to cognitively neutralise transgressions is also key (Gregory-Smith, Smith & Winklhofer, 2013; Harris & Daunt, 2011).

Past research on the dark side of marketing also illustrates the complexity of misbehaviour. The definition of what constitutes unwanted or undesirable behaviour is subject to contextual and cultural variations (Abdelhadi, Foster & Whysall, 2014; Mitchell & Chan, 2002). Indeed, the evolution of marketing contexts such as the internet has spawned new and creative means by which marketing actors can misbehave (Harju & Huovinen, 2015; Phau, Teah & Lwin, 2014; Leenders et al., 2015). The identification of, and degree of harm caused to, the ‘victim’ also differs greatly. Indeed, some undesirable behaviour is perceived by the perpetrator as normative and not harmful, yet these acts can be detrimental to other marketing actors and organisations (Parker, Roper & Medway, 2015; Reynolds and Harris, 2009).

While the majority of research in this area conceptualises the consumer and/or employee as ‘offenders’ and highlights the negative outcomes of such behaviours (Harris & Reynolds, 2003; Van Jaarsveld, Walker & Skarlicki, 2011; Warren, 2003), we also recognised that marketing actors can be the victim of their own misbehaviour. For example, binge drinking (Hackley et al., 2013) and kleptomaniac behaviour (Fullerton & Punj, 2004) may be detrimental to the health and wellbeing of an offender, yet beneficial to firms’ profits. Similarly, altruistic and pro-social behaviours, including whistleblowing (Mesmer-Magnus & Viswesvaran, 2005), resistance (Badot & Cova, 2008), over-service (Leo & Russell-Bennett, 2012) and sweethearting (Brady, Voorhees & Brusco, 2012), may be viewed by some marketing actors as deviant but produce some positive outcomes.

While recent research has advanced our understanding of the dark side of marketing, significant theoretical and methodological gaps remain. In this special issue, we welcome conceptual and empirical papers from different theoretical and methodological perspectives that examine the dark side of organisational, employee, and consumer behaviours. We particularly welcome papers that unify research on the dark side of marketing with normative marketing theory and frameworks.

Topics of Interest:
Topics of interest for this issue include (but are not limited to):

  • Forms of consumer and/or employee misbehaviour (such as aggression and violence, incivility, theft/fraud, deception, vandalism, sabotage, rule breaking, racism, discrimination, pirating and counterfeiting, trolling, resistance, retaliation, addiction, bullying, unethical behaviours, anti-citizenship behaviours, and hijacking)
  • Motivations for consumer and/or employee misbehaviour
  • Negative and positive consequences of consumer and/or employee misbehaviour
  • Constructive deviance
  • Measuring misbehaviour in marketing contexts
  • Intentional value co-destruction
  • Critical analysis of theories relating to employee and consumer misbehaviour
  • Extending or adapting traditional marketing models and theories to incorporate the dark side of marketing
  • Linking organisational, employee and consumer deviance
  • The influence of macro and societal factors on employee and consumer misbehaviour
  • Deviance in social marketing contexts
  • Cognitive and emotional processes associated with deviance
  • Managing employee and consumer misbehaviour
  • Organisational deviance and corporate misconduct
  • Customer-to-customer and/or employee-to-employee deviance
  • Anti-consumption, resistance and voluntary simplicity
  • The role of intent in employee and consumer misbehaviour

All manuscripts submitted must strictly follow the guidelines for the Journal of Marketing Management.

Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site. New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non-anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”.

To submit your manuscript to the Special Issue choose “Special Issue Article” from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and select the Special Issue Title of Dark Side of Marketing in the text field provided.

Informal queries regarding guest editors’ expectations or the suitability of specific research topics should be directed to the Special Issue Editors,
Dr Kate L. Daunt  and Dr Dominique A. Greer

Technical queries about submissions can be referred to the Editorial Office


Abdelhadi, A., Foster, C. & Whysall, P. (2014). An exploratory investigation of aberrant consumer behaviour in Libya: A sociocultural approach. Journal of Marketing Management, 30 (9/10), pp.857-873.

Badot, O. & Cova, B. (2008). The myopia of new marketing panaceas: The case for rebuilding our discipline. Journal of Marketing Management, 24 (1/2), pp.205-219.

Brady, M.K., Voohees, C.M., & Brusco, M.J. (2012). Service Sweethearting: Its antecedents and customer consequences. Journal of Marketing, 76 (2), pp.81-98.

Daunt, K.L. & Greer, D.A. (2015). Unpacking the perceived opportunity to misbehave. European Journal of Marketing, 49 (9/10), pp.1505-1526.

Daunt, K.L., & Harris L.C. (2014). Linking employee and customer misbehaviour: The moderating role of past misdemeanours. Journal of Marketing Management, 30 (3/4), pp.221-244.

Daunt, K.L., & Harris, L.C. (2012). Exploring the forms of dysfunctional customer behaviour: A study of differences in servicescape and customer disaffection with service. Journal of Marketing Management, 28 (1/2), pp. 129-153.

Fisk, R.P., Grove, S.J., Harris, L.C., Keeffe, D.A., Daunt, K.L., Russell-Bennett, R., & Wirtz, J. (2010). Customers behaving badly: a state of the art review, research agenda and implications for practitioners. Journal of Services Marketing, 24 (6), pp. 417-429.

Fullerton, R.A, & Punj, G. (2004). Shoplifting as moral insanity: Historical perspectives on kleptomania. Journal of Macromarketing, 24 (1), pp.8-16.

Greer, D.A. (2015). Defective co-creation: Developing a typology of consumer dysfunction in professional services. European Journal of Marketing, 49 (1/2), pp. 238-261.

Gregory-Smith, D., Smith, A. & Winklhofer, H. (2013). Emotions and dissonance in ‘ethical’ consumption choices. Journal of Marketing Management, 29 (11/12), pp.1201-1223.

Hackley, C. & Hackley, R.A. (2015). Marketing and the cultural production of celebrity in the era of media convergence. Journal of Marketing Management, 31 (5/6), pp.461-477.

Hackley, C., Bengry-Howell, A., Griffin, C., Mistral, W., Szmigin, I., & Hackley, R.A. (2013). Young adults and ‘binge’ drinking: A Bakhtinian analysis. Journal of Marketing Management, 29 (7/8), pp.933-949.

Harju, A.A. & Huovinen, A. (2015). Fashionably voluptuous: Normative femininity and resistant performance tactics in fatshion blogs. Journal of Marketing Management, 31 (15/16), pp.1602-1625.

Harris, L.C. & Daunt, K.L. (2011). Deviant customer behaviour: A study of techniques of neutralisation. Journal of Marketing Management, 27(7/8), pp.834-853.

Harris, L.C. & Ogbonna, E. (2006). Service sabotage: A study of antecedents and consequences. Journal of the Academy of Marketing Science, 34 (4), pp.543-558.

Harris, L.C. and Reynolds, K.L. (2003). The consequences of dysfunctional customer behaviour. Journal of Service Research, 6 (2), pp. 144-161.

Lawrence, T.B. & Robinson, S.L. (2007). Ain’t misbehaving: Workplace deviance as organisational resistance. Journal of Management, 33(3), pp.378-394.

Leenders, M.A.A.M, Farrell, M.A., Zwaan, K. & Bogt T.F.M. (2015). How are young music artists configure their media and sales platforms in the digital age? Journal of Marketing Management, 31 (17/18), pp.1799-1817.

Leo, C. & Russell-Bennett R. (2012). Investigating customer-orientated deviance (COD) from a frontline employee’s perspective. Journal of Marketing Management, 28 (7/8), 865-886.

Mesmer-Magnus, J.R. & Viswesvaran C. (2005). Whistleblowing in organizations: An examination of correlates of whistleblowing intentions, actions and retaliation. Journal of Business Ethics, 62, pp.277-297.

Mitchell, V.-W. & Chan, J.K.L. (2002). Investigating UK Consumers’ Unethical Attitudes and Behaviours. Journal of Marketing Management, 18 (1/2), pp.5-26.

Parker, C., Roper, S. & Medway D. (2015). Back to basics in the marketing of place: The impact of litter upon place attitudes. Journal of Marketing Management, 31 (9/10), pp.1090-1112.

Phau, I., Teah, M. & Lwin, M. (2014). Pirating pirates of the Caribbean: The curse of cyberspace. Journal of Marketing Management, 30 (3/4), pp.312-333.

Reynolds, K.L. and Harris, L.C. (2009). Dysfunctional customer behavior severity: an empirical examination. Journal of Retailing, 85 (3), pp. 321-335.

Sharma, P. & Chan R.Y.K. (2011). Counterfeit proneness: Conceptualisation and scale development. Journal of Marketing Management, 27(5/6), pp.602-626.

Van Jaarsveld, D.D., Walker, D.D., & Skarlicki, D.P. (2011). The role of job demands and emotional exhaustion in the relationship between customer and employee incivility. Journal of Management, 36 (6), 1486-1504.

Wallace, E., de Chernatony, N.L. (2007). Exploring managers’ views about brand saboteurs. Journal of Marketing Management, 23 (1/2), pp.91-106.

Walsh, G. (2009). Disadvantaged consumers’ experiences of marketplace discrimination in customer services. Journal of Marketing Management, 25 (1/2), pp.143-169.

Warren, D.E. (2003). Constructive and destructive deviance in Organizations. Academy of Management Review, 28 (4), pp.622-632.

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