IDEAS home Printed from https://ideas.repec.org/a/spr/amsrev/v8y2018i1d10.1007_s13162-018-0116-0.html
   My bibliography  Save this article

Three systems underpinning marketing behavior

Author

Listed:
  • Richard P. Bagozzi

    (University of Michigan)

Abstract

The new marketing systems paradigm proposed by El-Ansary, Shaw, and Lazer in their thoughtful AMS Review Article is taken to heart herein by reframing disparate pieces of scholarship and emerging research in the field through a systems lens. Three systems are proposed to undergird marketing theories, thought, and behavior: (1) a purposive-driven, goal-directed behavior systems point of view that the actors contemplating, entering, engaging, and resolving marketing exchanges undergo, (2) biological systems (neuroscience, endocrinological, and genetic) grounding marketing exchanges, and (3) cooperative and competitive systems in which goal-directed behavior and biological systems are realized in an integrative way. It is straining, however, to characterize the state of the field as constituting an identity crisis in my opinion, because the majority of marketing scholars, practitioners, and students do not appear to be concerned with or even aware of such a crisis in that the history of marketing thought does not interest them. Perhaps once the field moves from descriptive frameworks to testable theories, and experiences an integration of ideas potentially building towards more comprehensive theories in marketing, we will see hope for a general theory of marketing.

Suggested Citation

  • Richard P. Bagozzi, 2018. "Three systems underpinning marketing behavior," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 23-29, June.
    • Handle: RePEc:spr:amsrev:v:8:y:2018:i:1:d:10.1007_s13162-018-0116-0
    DOI: 10.1007/s13162-018-0116-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13162-018-0116-0
    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/s13162-018-0116-0?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. Verbeke, Willem & Bagozzi, Richard P. & van den Berg, Wouter & Worm, Loek & Belschak, Frank D., 2016. "Sales Presentation Anxiety, Cortisol Levels, Self-Reports, and Gene-Gene Interactions," Journal of Marketing Behavior, now publishers, vol. 2(2-3), pages 225-252, December.
    2. Bagozzi, Richard P. & Sekerka, Leslie E. & Sguera, Francesco, 2018. "Understanding the consequences of pride and shame: How self-evaluations guide moral decision making in business," Journal of Business Research, Elsevier, vol. 84(C), pages 271-284.
    3. Adel El-Ansary & Eric H. Shaw & William Lazer, 2018. "Marketing’s identity crisis: insights from the history of marketing thought," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 5-17, June.
    4. Verbeke, W. & Bagozzi, R.P. & van den Berg, W.E. & Lemmens, A., 2013. "Polymorphisms of the OXTR Gene to explain why sales professionals love to help customers," Other publications TiSEM c1303435-9d7f-4cc9-9fe4-f, Tilburg University, School of Economics and Management.
    5. Verbeke, W.J.M.I. & Belschak, F.D. & Bagozzi, R.P., 2004. "The Adaptive Consequences of Pride in Personal Selling," ERIM Report Series Research in Management ERS-2004-012-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    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. Thomas Martin Key & Terry Clark & OC Ferrell & David W. Stewart & Leyland Pitt, 2020. "Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 151-167, December.
    2. Priyanka Jayashankar & Samantha Cross, 2020. "Expanding exchange: how institutional actors shape food-sharing exchange systems," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 116-134, June.

    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. Aditya Shankar Mishra & Revti Raman Mishra, 2023. "Marketing Schools of Thought and Their Present Day Relevance," FIIB Business Review, , vol. 12(4), pages 351-361, December.
    2. Crittenden, Victoria L. & Crittenden, William F. & Ajjan, Haya, 2020. "Women in sales in developing countries: The value of technology for social impact," Business Horizons, Elsevier, vol. 63(5), pages 619-626.
    3. Ruvio, Ayalla A. & Shoham, Aviv, 2016. "Consumer arrogance: Scale development and validation," Journal of Business Research, Elsevier, vol. 69(10), pages 3989-3997.
    4. Tang, Pok Man & Yam, Kai Chi & Koopman, Joel, 2020. "Feeling proud but guilty? Unpacking the paradoxical nature of unethical pro-organizational behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 160(C), pages 68-86.
    5. Lussier, Bruno & Philp, Matthew & Hartmann, Nathaniel N. & Wieland, Heiko, 2021. "Social anxiety and salesperson performance: The roles of mindful acceptance and perceived sales manager support," Journal of Business Research, Elsevier, vol. 124(C), pages 112-125.
    6. Gelbrich, Katja, 2011. "I Have Paid Less Than You! The Emotional and Behavioral Consequences of Advantaged Price Inequality," Journal of Retailing, Elsevier, vol. 87(2), pages 207-224.
    7. Paolo Antonetti & Stan Maklan, 2014. "Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices," Journal of Business Ethics, Springer, vol. 124(1), pages 117-134, September.
    8. Zarei, Mohammad & Supphellen, Magne & Bagozzi, Richard P., 2022. "Servant leadership in marketing: A critical review and a model of creativity-effects," Journal of Business Research, Elsevier, vol. 153(C), pages 172-184.
    9. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    10. Sophie Lythreatis & Ahmed Mohammed Sayed Mostafa & Xiaojun Wang, 2019. "Participative Leadership and Organizational Identification in SMEs in the MENA Region: Testing the Roles of CSR Perceptions and Pride in Membership," Journal of Business Ethics, Springer, vol. 156(3), pages 635-650, May.
    11. Helm, Sabrina, 2011. "Employees' awareness of their impact on corporate reputation," Journal of Business Research, Elsevier, vol. 64(7), pages 657-663, July.
    12. Fayez Nahedh Alsehani & Ainuddin Wahid Bin Abdul Wahab & Liyana Shuib, 2023. "Exploring Social Media and Organisational Sustainability Performance Goals: Themes, Functional Areas, and Practices Learning from the Preceding Decade," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    13. Sanjaya Singh Gaur & Ila Mehrotra Anand, 2020. "Role of individuals’ virtues in relationship between emotional responses to government’s actions and their consequences," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 24(2), pages 327-364, June.
    14. Berta Bekti Retnawati & Nuryakin, 2016. "Developing Salesperson Performance: The Role of Customer Encountering Competence Portfolio, Relational Capital and Service Excellent Customer Heterogeneity," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 891-897.
    15. Ayalla Ruvio & Richard P. Bagozzi & G. Tomas M. Hult & Richard Spreng, 2020. "Consumer arrogance and word-of-mouth," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1116-1137, November.
    16. Brian S. Gordon & Masayuki Yoshida & Makoto Nakazawa & Jordan Bass, 2021. "The Role of Pride Feelings in the Team and Fan Community Identification Processes: An Empirical Examination in Professional Sport," Corporate Reputation Review, Palgrave Macmillan, vol. 24(2), pages 76-94, May.
    17. Schaarschmidt, Mario & Walsh, Gianfranco, 2020. "Social media-driven antecedents and consequences of employees' awareness of their impact on corporate reputation," Journal of Business Research, Elsevier, vol. 117(C), pages 718-726.
    18. Philip Kotler, 2018. "Why broadened marketing has enriched marketing," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 20-22, June.
    19. Berta Bekti Retnawati & Nuryakin, 2016. "Developing Salesperson Performance: The Role of Customer Encountering Competence Portfolio, Relational Capital and Service Excellent Customer Heterogeneity," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 891-897.
    20. Xie, Chunyan & Bagozzi, Richard P. & Grønhaug, Kjell, 2019. "The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences," Journal of Business Research, Elsevier, vol. 95(C), pages 514-530.

    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:amsrev:v:8:y:2018:i:1:d:10.1007_s13162-018-0116-0. 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.