Advertisement

AMS Review

, Volume 8, Issue 1–2, pp 23–29 | Cite as

Three systems underpinning marketing behavior

  • Richard P. Bagozzi
Commentary
First Online:
  • 225 Downloads

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.

Keywords

Marketing Social exchange Goal-directed behavior Social action Theory of mind Empathy Trust Neuroscience Genetic influences Competition Cooperation 
This is a preview of subscription content, log in to check access.

References

  1. Alderson, W. (1958). An analytical framework for marketing. In D. Delbert (Ed.), Proceeding: Conference of marketing teachers from far western states (pp. 15–28). Berkeley: University of California.Google Scholar
  2. Algesheimer, R., Bagozzi, R. P., & Dholakia, U. M. (2018). Key informant models for measuring group-level variables in small groups: application to plural subject theory. Sociological Methods & Research, 47(2), 277–313.CrossRefGoogle Scholar
  3. Bagozzi, R. P. (1974a). Marketing as an organized behavioral system of exchange. Journal of Marketing, 38(4), 77–81.CrossRefGoogle Scholar
  4. Bagozzi, R. P. (1974b). What is a marketing relationship? Der Markt, 51, 64–69.Google Scholar
  5. Bagozzi, R. P. (1975). Marketing as exchange. Journal of Marketing, 39(4), 32–39.CrossRefGoogle Scholar
  6. Bagozzi, R. P. (1978). Marketing as exchange: a theory of transactions in the market place. American Behavioral Scientist, 21(4), 535–556.CrossRefGoogle Scholar
  7. Bagozzi, R. P. (1979). Toward a formal theory of marketing exchanges. In O. C. Ferrell, S. Brown, & C. Lamb (Eds.), Conceptual and theoretical developments in marketing (pp. 431–447). Chicago: American Marketing Association.Google Scholar
  8. Bagozzi, R. P. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 55(2), 178–204.CrossRefGoogle Scholar
  9. Bagozzi, R.P. (2005). Socializing marketing. Marketing ZFP-Journal of Research and Management, (2e-4), 101–114.Google Scholar
  10. Bagozzi, R. P. (2006a). Consumer action: Automaticity, purposiveness, and self-regulation. In N. K. Malhotra (Ed.), Review of marketing research (Vol. 2, pp. 3–42). Armonk, NY: Sharpe.CrossRefGoogle Scholar
  11. Bagozzi, R. P. (2006b). Explaining consumer behavior and consumer action: from fragmentation to unity. Seoul Journal of Business, 12(2), 111–143.Google Scholar
  12. Bagozzi, R. P. (2010). Consumer agency and action. In P. Maclaran, M. Saren, B. Stern, & M. Tadajwesky (Eds.), The SAGE handbook of marketing theory (pp. 316–331). London: Sage.Google Scholar
  13. Bagozzi, R. P., & Dholakia, U. M. (1999). Goal-setting and goal-striving in consumer behavior. Journal of Marketing, 63, 19–32.CrossRefGoogle Scholar
  14. Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45–61.CrossRefGoogle Scholar
  15. Bagozzi, R.P., & Lee, N. (2018). Philosophical foundations of neuroscience in organizational research: Functional and nonfunctional approaches. Organizational Research Methods. In press.Google Scholar
  16. Bagozzi, R. P., & Verbeke, W. J. M. I. (2014). Biomarketing: an emerging paradigm linking neuroscience, endocrinology, and genetics to buyer-seller behavior. In L. Moutinho, E. Bigne, & A. K. Manrai (Eds.), Routledge companion on the future of marketing (pp. 107–133). New York: Routledge Research.Google Scholar
  17. Bagozzi, R.P., & Verbeke, W.J.M.I. (2018). How and when genetic polymorphisms of employees affect their task behavior. Unpublished working paper. University of Michigan Ross School of Business.Google Scholar
  18. Bagozzi, R. P., Belschak, F. D., & Verbeke, W. (2010). The role of emotional wisdom in salesperson’s relationships with colleagues and customers. Psychology & Marketing, 27, 1001–1031.CrossRefGoogle Scholar
  19. Bagozzi, R. P., Verbeke, W., & Gavino Jr., J. C. (2003). Culture moderates the self-regulation of shame and its effects on performance: The case of salespersons in the Netherlands and the Philippines. Journal of Applied Psychology, 88, 219–233.CrossRefGoogle Scholar
  20. Bagozzi, R. P., Belschak, F. D., Verbeke, W., & Gavino Jr., J. C. (2016). Salesperson selfregulation of pride: Effects on adaptability, effort, and citizenship behaviors between independent-based and interdependent-based cultures. Spanish Journal of Marketing Research, 20, 1–17.Google Scholar
  21. Bagozzi, R. P., Verbeke, W. J. M. I., van den Berg, W. E., Rietdijk, W. J. R., Dietvorst, R. C., & Worm, L. (2012). Genetic and neurological foundations of customer orientation: field and experimental evidence. Journal of the Academy of Marketing Science, 40(5), 639–658.CrossRefGoogle Scholar
  22. Bagozzi, R. P., Verbeke, W. J. M. I., Dietvorst, R. C., Belschak, F. D., van den Berg, W. E., & Rietdijk, W. J. R. (2013). Theory of mind and empathic explanations of Machiavellianism: a neuroscience perspective. Journal of Management, 39(7), 1760–1798.CrossRefGoogle Scholar
  23. Bagozzi, R. P., Sekerka, L. E., & Sguera, F. (2018a). Understanding the consequences of pride and shame: How self-evaluations guide moral decision making in business. Journal of Business Research, 84(C, 271–284.CrossRefGoogle Scholar
  24. Bagozzi, R.P., Stornelli, J., Verbeke, W., Bagozzi, B.E, Chakrabarti, A., & Vu, T. (2018b). Competition and trust in economic games: Biology matters, but so do the environment and self-consciousness. Unpublished working paper. University of Michigan Ross School of business.Google Scholar
  25. Bagozzi, R.P., Stornelli, J., Verbeke, W.J.M.I., Bagozzi, B.E., & Chakrabarti, A. (2018c). OXTR and attachment styles interact to influence actual trust in economic games through mediation by empathy and psychological trust. Unpublished working paper. University of Michigan Ross School of Business.Google Scholar
  26. Belschak, F. D., Verbeke, W., & Bagozzi, R. P. (2006). Coping with sales call anxiety: The role of sale perseverance and task concentration strategies. Journal of the Academy of Marketing Science, 34, 403–418.CrossRefGoogle Scholar
  27. Dietvorst, R. C., Verbeke, W. J., Bagozzi, R. P., Yoon, C., Smits, M., & van der Lugt, A. (2009). A sales force-specific theory-of-mind scale: Tests of its validity by classical methods and functional magnetic resonance image. Journal of Marketing Research, 46, 653–668.CrossRefGoogle Scholar
  28. El-Ansary, A., Shaw, E.H., & Lazer, W. (2018). Marketing’s identity crisis: Insights from the history of marketing thought. AMS Review. Google Scholar
  29. Gaur, S.S., Bagozzi, R.P., Tiwari, S.P. (2018). Social influence and intentional social action in family consumption decisions under a key informant methodology. Unpublished working paper. University of Michigan Ross School of Business.Google Scholar
  30. Hunt, S. D. (1976). Marketing Theory: Conceptual foundations of research in marketing. Columbus, OH: Grid.Google Scholar
  31. Hunt, S. D. (1983). General theories and the fundamental explanada of marketing. Journal of Marketing, 47(4), 9–17.CrossRefGoogle Scholar
  32. Keltner, D., Logan, A., Piff, P. K., & Saturn, S. R. (2014). The sociocultural appraisals, values, and emotions (SAVE) framework of prosociality: Core processes from gent to meme. Annual Review of Psychology, 65, 425–460.CrossRefGoogle Scholar
  33. Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1), 10–15.CrossRefGoogle Scholar
  34. Pozharliev, R., Verbeke, W. J. M. I., & Bagozzi, R. P. (2017). Social consumer neuroscience: Neurophysiological measures of advertising effectiveness in a social context. Journal of Advertising, 46, 351–362.CrossRefGoogle Scholar
  35. Shaw, E. H. (2014). The quest for a general theory of the marketing system. Journal of Historical Research in Marketing, 6(4), 523–537.CrossRefGoogle Scholar
  36. Shaw, S. D., & Bagozzi, R. P. (2018). The neuropsychology of consumer behavior and marketing. Consumer Psychology Review, 1, 22–40.CrossRefGoogle Scholar
  37. Tsai, J.-T., & Bagozzi, R. P. (2014). Contribution behavior in virtual communities: cognitive, emotional, and social influences. MIS Quarterly, 38(1), 143–163.CrossRefGoogle Scholar
  38. Verbeke, W., & Bagozzi, R. P. (2000). Sales call anxiety: Exploring what it means when fear rules a sales encounter. Journal of Marketing, 64, 88–101.CrossRefGoogle Scholar
  39. Verbeke, W., & Bagozzi, R. P. (2002). A situational analysis of how salespeople experience and cope with shame and embarrassment. Psychology Marketing, 19, 713–741.CrossRefGoogle Scholar
  40. Verbeke, W., & Bagozzi, R. P. (2003). Exploring the role of self- and customer-provoked embarrassment in personal selling. International Journal of Research in Marketing, 20, 233–258.CrossRefGoogle Scholar
  41. Verbeke, W., Belschak, F. D., & Bagozzi, R. P. (2004). The adaptive consequences of pride in personal selling. Journal of the Academy of Marketing Science, 32, 386–402.CrossRefGoogle Scholar
  42. Verbeke, W., Bagozzi, R. P., van den Berg, W. E., & Lemmens, A. (2013). Polymorphisms of the OXTR gene explain why sales professionals love to help customers. Frontiers in Behavioral Neuroscience, 7, 1–13.CrossRefGoogle Scholar
  43. Verbeke, W., Bagozzi, R. P., & van den Berg, W. E. (2014). The role of attachment styles regulating the effects of dopamine on the behavior of salespersons. Frontiers in Human Neuroscience, 8, 1–13.Google Scholar
  44. Verbeke, W., Belschak, F. D., Bagozzi, R. P., & DeRijke, Y. B. (2015). Post-game testosterone levels of individuals in team-based status games are affected by genetic make=up, gender, and winning versus losing. Journal of Neuroscience, Psychology, and Economics, 8, 135–159.CrossRefGoogle Scholar
  45. Verbeke, W., Bagozzi, R. P., van den Berg, W., Worm, L., & Belschak, F. D. (2016). Sales presentation anxiety, cortisol levels, self-reports, and gene-gene interactions. Journal of Marketing Behavior, 2, 225–252.CrossRefGoogle Scholar
  46. Xie, C., Bagozzi, R. P., & Gronhaug, K. (2015). The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions. Journal of the Academy of Marketing Science, 43(3), 333–356.CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Stephen M. Ross School of BusinessUniversity of MichiganAnn ArborUSA

Personalised recommendations

Cite article

Buy options