Developing Quality-of-Life Pedagogy in Marketing Courses: A Structured Approach

  • Don R. RahtzEmail author
  • M. Joseph Sirgy
  • Stephan Grzeskowiak
  • Dong-Jin Lee
Part of the Social Indicators Research Series book series (SINS, volume 79)


This chapter examines ways in which Quality of Life (QOL) concepts can be integrated into existing marketing coursework (and help educators to develop new courses). The ultimate goal is to increase the likelihood that students would embrace a QOL orientation in the practice of marketing. The introduction section makes the case for the need to inject QOL concepts in marketing pedagogy. This is followed by a discussion of the history of marketing thought. We then discuss QOL-related concepts in marketing thought such as QOL marketing, consumer well-being, and well-being marketing. We then show how the concept of well-being marketing is used to guide marketing mix decisions—product, place, promotion, and price decisions. This is done by contrasting well-being marketing with transactional (or traditional) marketing. We then discuss pedagogical issues in building applications for integrating QOL concepts into coursework. The final section ends with a set of suggestions for moving the acceptance of the broader use of QOL-related concepts in marketing departments, the business academy, and both the broader public and private sectors.


Consumer well-being Education pedagogy Marketing Marketing concept Quality of life (QOL) 


  1. American Marketing Association. Common language marketing dictionary. Accessed Oct 2018.
  2. Ashton, J. K., & Hudson, R. S. (2017). The price, quality and distribution of mortgage payment protection insurance: A hedonic pricing approach. British Accounting Review, 49(2), 242–255.CrossRefGoogle Scholar
  3. Barber, N. (2012). Consumers’ intention to purchase environmentally friendly wines: A segmentation approach. International Journal of Hospitality & Tourism Administration, 13(1), 26–47.CrossRefGoogle Scholar
  4. Bartels, R. (1976). The history of marketing thought (2nd ed.). Columbus: Grid, Inc.Google Scholar
  5. Beauchamp, T. L. (1999). Ethical theory and bioethics. In L. Beauchamp & L. Walters (Eds.), Contemporary issues in bioethics (3rd ed.). Belmont: Wadsworth Publishing Company.Google Scholar
  6. Benton, R. (1985). Micro bias and macro prejudice in the teaching of marketing. Journal of Macromarketing, 5(2), 43–38.Google Scholar
  7. Benton, R. (1987). The practical domain of marketing: The notion of a ‘free’ enterprise market economy as a guise for institutionalized marketing power. The American Journal of Economics and Sociology, 46(4), 415–430.CrossRefGoogle Scholar
  8. Borch, F. J. (1957). The marketing philosophy as a way of business life. In The marketing concept: Its meaning to management (Marketing series no. 99) (pp. 3–5). New York: American Management Association. (Reprinted in Classics in Marketing edited by C. Glenn Walters and Donald Robin. Santa Monica, CA: Goodyear Publishing Company, 1978, pp. 385–96).Google Scholar
  9. Brock, D. W. (2006). How much is more life worth? Hastings Center Report, 36(3), 17–19.CrossRefGoogle Scholar
  10. Brown, P. R. (2011). The dark side of hope and trust: Constructed expectations and the value-for-money regulation of new medicines. Health Sociology Review, 20(4), 410–422.CrossRefGoogle Scholar
  11. Brownel, G. H. (1916) Brownel’s dairy farmer. Vol. 7.Google Scholar
  12. Butaney, G., & Wortzel, L. H. (1988). Distributor power versus manufacturer power: The customer role. The Journal of Marketing, 52, 52–63.CrossRefGoogle Scholar
  13. Cannon, J. P., & Perreault, W. D., Jr. (1999). Buyer-seller relationships in business markets. Journal of Marketing Research, XXXVI, 439–460.Google Scholar
  14. Chen, L., Gong, T., Kosinski, M., Stillwell, D., & Davidson, R. L. (2017). Building a profile of subjective well-being for social media users. PLoS One, 12(11), 1–15.Google Scholar
  15. Constantinescu, M. (2011). The relationship between quality of life and marketing ethics. Romanian Journal of Marketing, 6(3), 41–44.Google Scholar
  16. Cooper, R. (2005). Ethics and altruism: What constitutes socially responsible design? Design Management Review, 16(3), 10–18.CrossRefGoogle Scholar
  17. Elam, E. L. R., & Spotts, H. (2004). Achieving marketing curriculum integration: A live case study approach. Journal of Marketing Education, 26(1), 50–65.CrossRefGoogle Scholar
  18. Fisk, G. (2001). “Reflections of George Fisk” (from plenary session presentation at the 2001 Macromarketing Conference). Journal of Macromarketing, 21(2), 121–122.CrossRefGoogle Scholar
  19. Foerster, M., & Röösli, M. (2017). A latent class analysis on adolescents media use and associations with health related quality of life. Computers in Human Behavior, 71, 266–274.CrossRefGoogle Scholar
  20. Garrison, L. P., Jr. (2009). Editorial: On the benefits of modeling using QALYs for societal resource allocation: The model is the message. Value in Health, 12, S36–S37.CrossRefGoogle Scholar
  21. Hudders, L., & Pandelaere, M. (2012). The silver lining of materialism: The impact of luxury consumption on subjective well-being. Journal of Happiness Studies, 13(3), 411–437.CrossRefGoogle Scholar
  22. Jiang, S. (2017). The role of social media use in improving cancer survivors’ emotional well-being: A moderated mediation study. Journal of Cancer Survivorship, 11(3), 386–392.CrossRefGoogle Scholar
  23. Kantak, D. M., Futrell, C. M., & Sager, J. K. (1992). Job satisfaction and life satisfaction in a sales force. Journal of Personal Selling & Sales Management, 12(1), 1–18.Google Scholar
  24. Karpman, D., & Höglund, P. (2017). Orphan drug policies and use in pediatric nephrology. Pediatric Nephrology, 32(1), 1–6.CrossRefGoogle Scholar
  25. Kasser, T., & Sheldon, K. M. (2000). Of wealth and death: Materialism, mortality salience, and consumption behavior. Psychological Science, 11(4), 348–351.CrossRefGoogle Scholar
  26. Konu, H. (2015). Developing forest-based well-being tourism products by using virtual product testing. Anatolia: An International Journal of Tourism & Hospitality Research, 26(1), 99–102.CrossRefGoogle Scholar
  27. Korgaonkar, P. K. (1984). Consumer shopping orientations, non-store retailers, and consumers’ patronage intentions: A multivariate investigation. Journal of the Academy of Marketing Science, 12(1–2), 11–22.CrossRefGoogle Scholar
  28. Kotler, P. (1979). Axioms for societal marketing. In G. Fisk, J. Arndt, & K. Gronharg (Eds.), Future directions for marketing (pp. 33–41). Boston: Marketing Science Institute.Google Scholar
  29. Kotler, P. (1987). Humanistic marketing: Beyond the marketing concept. In A. Firat, N. Dholakia, & R. Bagozzi (Eds.), Philosophical and radical thought in marketing (pp. 271–288). Lexington: Lexington Book.Google Scholar
  30. Kozak, V. (2013). Analysis of reasons for beer consumption drop in the Czech Republic. Ekonomie a Management, 16(3), 130–138.Google Scholar
  31. Kyureghian, G., & Nayga, R. M., Jr. (2013). Food store access, availability, and choice when purchasing fruits and vegetables. American Journal of Agricultural Economics, 95(5), 1280–1286.CrossRefGoogle Scholar
  32. Lee, C. K., & Benza, R. (2015). Teaching innovation skills: Application of design thinking in a graduate marketing course. Business Education Innovation Journal, 7(1), 43–50.Google Scholar
  33. Lee, D. J., & Sirgy, M. J. (2004). Quality-of-life (QOL) marketing: Proposed antecedents and consequences. Journal of Macromarketing, 24(1), 44–58.CrossRefGoogle Scholar
  34. Loo, J., Shi, Y., Pu, X., & Loo, J. M. Y. (2016). Gambling, drinking and quality of life: Evidence from Macao and Australia. Journal of Gambling Studies, 32(2), 391–407.CrossRefGoogle Scholar
  35. Lowery, B. C., & Sloane, D. C. (2014). The prevalence of harmful content on outdoor advertising in Los Angeles: Land use, community characteristics, and the spatial inequality of a public health nuisance. American Journal of Public Health, 104(4), 658–673.CrossRefGoogle Scholar
  36. Lu, J. (2018). The value of a south-facing orientation: A hedonic pricing analysis of the Shanghai housing market. Habitat International, 81, 24–32.CrossRefGoogle Scholar
  37. Maynard, S., James, D., & Davidson, A. (2010). The development of an ecosystem services framework for South East Queensland. Environmental Management, 45(5), 881–895.CrossRefGoogle Scholar
  38. McKitterick, J. B. (1957). What is the marketing management concept? In F. M. Bass (Ed.), The frontiers of marketing thought and science (pp. 71–82). Chicago: American Marketing Association.Google Scholar
  39. Mulki, J. P., Locander, W. B., Mairshall, G. W., Harris, E. G., & Hensel, J. (2008). Workplace isolation, salesperson commitment, and job performance. Journal of Personal Selling & Sales Management, 28(1), 67–78.CrossRefGoogle Scholar
  40. Nguyen, M. T., Rahtz, D. R., & Shultz, C. J. (2014). Tourism as catalyst for quality of life in transitioning subsistence marketplaces: Perspectives from Ha Long, Vietnam. Journal of Macromarketing, 34(1), 28–44.CrossRefGoogle Scholar
  41. O’Connor, G. E. (2018). The relationships of competition and demographics to the pricing of health insurance premiums in Affordable Care Act-era health insurance markets. Journal of Public Policy & Marketing, 37(1), 88–105.CrossRefGoogle Scholar
  42. Olbrich, R., Jansen, H. C., & Teller, B. (2016). Quantifying anti-consumption of private labels and national brands: Impacts of poor test ratings on consumer purchases. Journal of Consumer Affairs, 50(1), 145–165.CrossRefGoogle Scholar
  43. Olson, J. G., McFerran, B., Morales, A. C., & Dahl, D. W. (2016). Wealth and welfare: Divergent moral reactions to ethical consumer choices. Journal of Consumer Research, 42(6), 879–896.CrossRefGoogle Scholar
  44. Padua Filho, W., & Padua, G. (2016). How much should cost a medical consultation? A marketing analysis from the viewpoint of health sector in Brazil. International Journal of Healthcare Management, 9(2), 127–133.CrossRefGoogle Scholar
  45. Pantelic, D., Sakal, M., & Zehetner, A. (2016). Marketing and sustainability from the perspective of future decision makers. South African Journal of Business Management, 47(1), 37–52.CrossRefGoogle Scholar
  46. Parker, R. S., & Pettijohn, C. E. (2003). Ethical considerations in the use of direct-to-consumer advertising and pharmaceutical promotions: The impact on pharmaceutical sales and physicians. Journal of Business Ethics, 48(3), 279–290.CrossRefGoogle Scholar
  47. Pine, B. J., & Davis, S. (1993). Mass customization: The new frontier in business competition. IBM Systems Journal, 32, 40–64.CrossRefGoogle Scholar
  48. Porter, S. S., Comb, C. C., & Kraft, F. B. (2008). Salesperson wellness lifestyle: A measurement perspective. Journal of Personal Selling & Sales Management, 28(1), 53–66.CrossRefGoogle Scholar
  49. Powers, T. L. (2015). Forgotten classics: Marketing methods by Ralph Starr Butler (1918). Journal of Historical Research in Marketing, 7(4), 584–592.CrossRefGoogle Scholar
  50. Press, M., & Arnould, E. J. (2009). Constraints on sustainable energy consumption: Market system and public policy challenges and opportunities. Journal of Public Policy & Marketing, 28(1), 102–113.CrossRefGoogle Scholar
  51. Radford, S. K., Hunt, D. M., & Andrus, D. (2015). Experiential learning projects. Journal of Macromarketing, 35(4), 466–472.CrossRefGoogle Scholar
  52. Ridgway, N. M., Kukar-Kinney, M., & Monroe, K. B. (2008). An expanded conceptualization and a new measure of compulsive buying. Journal of Consumer Research, 35(4), 622–639.CrossRefGoogle Scholar
  53. Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199.CrossRefGoogle Scholar
  54. Rust, R. T., Moorman, C., & Dickson, P. R. (2002). Getting return on quality: Revenue expansion, cost reduction, or both? Journal of Marketing, 66(4), 7–24.CrossRefGoogle Scholar
  55. Salari, M., & Bhuiyan, N. (2018). A new model of sustainable product development process for making trade-offs. International Journal of Advanced Manufacturing Technology, 94(1–4), 1–11.CrossRefGoogle Scholar
  56. Sandeen, C. (2009). It’s not easy being green: Green marketing and environmental consumerism in continuing higher education. Continuing Higher Education Review, 73, 93–113.Google Scholar
  57. Sandhu, N. (2015). Persuasive advertising and boost in materialism: Impact on quality of life. IUP Journal of Management Research, 14(4), 44–60.Google Scholar
  58. Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272.CrossRefGoogle Scholar
  59. Segar, M. L., Updegraff, J. A., Zikmund-Fisher, B. J., & Richardson, C. R. (2012). Physical activity advertisements that feature daily well-being improve autonomy and body image in overweight women but not men. Journal of Obesity, 2012, 1–19.CrossRefGoogle Scholar
  60. Shapiro, S. J. (2008a). An open source, controversies-based macromarketing: An initial step toward a free online macromarketing course? Journal of Macromarketing, 28(4), 426–428.CrossRefGoogle Scholar
  61. Shapiro, S. J. (2008b). Marketing, society, and controversy: An online course from a macromarketing perspective. Journal of Macromarketing, 28(2), 195–196.CrossRefGoogle Scholar
  62. Shapiro, S. J. (2012). Macromarketing teaching materials: A forty-year retrospective. Journal of Macromarketing, 32(4), 412–416.CrossRefGoogle Scholar
  63. Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63(3), 276–283.CrossRefGoogle Scholar
  64. Shepherd, C. D., Tashchian, A., & Ridnour, R. E. (2011). An investigation of the job burnout syndrome in personal selling. Journal of Personal Selling & Sales Management, 31(4), 397–410.CrossRefGoogle Scholar
  65. Shultz, C. J. (2007). Marketing as constructive engagement. Journal of Public Policy & Marketing, 26(2), 293–301.CrossRefGoogle Scholar
  66. Siguaw, J. A., Simpson, P. M., & Baker, T. L. (1998). Effects of supplier market orientation on distributor market orientation and the channel relationship: The distributor perspective. Journal of Marketing, 62, 99–111.CrossRefGoogle Scholar
  67. Sirgy, M. J. (1996). Strategic marketing planning guided by the quality-of-life (QOL) concept. Journal of Business Ethics, 15(3), 241–259.CrossRefGoogle Scholar
  68. Sirgy, M. J. (2001). Handbook of quality-of-life research: An ethical marketing perspective. Dordrecht: Springer.CrossRefGoogle Scholar
  69. Sirgy, M. J., & Lee, D. J. (1996). Setting socially responsible marketing objectives: A quality-of-life approach. European Journal of Marketing, 30(5), 20–34.CrossRefGoogle Scholar
  70. Sirgy, M. J., & Lee, D.-J. (2008). Well-being marketing: An ethical business philosophy for consumer goods firms. Journal of Business Ethics, 77(4), 377–403.CrossRefGoogle Scholar
  71. Sirgy, M., Yu, G., Lee, D.-J., Wei, S., & Huang, M.-W. (2012). Does marketing activity contribute to a society’s well-being? The role of economic efficiency. Journal of Business Ethics, 107(2), 91–102.CrossRefGoogle Scholar
  72. Sotamaa, Y. (2009). The Kyoto design declaration: Building a sustainable future. Design Issues, 25(4), 51–53.CrossRefGoogle Scholar
  73. Spector, R. (2005). Category killers: The retail revolution and its impact on consumer culture. Cambridge, MA: Harvard Business Press.Google Scholar
  74. Spence, M. (1986). Cost reduction, competition and industry performance. In New developments in the analysis of market structure (pp. 475–518). London: Palgrave Macmillan.CrossRefGoogle Scholar
  75. Stewart, K. A., & Neumann, P. J. (2002). FDA actions against misleading or unsubstantiated economic and quality-of-life promotional claims: An analysis of warning letters and notices of violation. Value in Health, 5(5), 389–402.CrossRefGoogle Scholar
  76. Taylor, S. A., & Judson, K. (2014). The nature of stakeholder satisfaction with marketing education. Higher Education Studies, 4(4), 89–107.CrossRefGoogle Scholar
  77. Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145–152.CrossRefGoogle Scholar
  78. Vokey, M., Tefft, B., & Tysiaczny, C. (2013). An analysis of hyper-masculinity in magazine advertisements. Sex Roles, 68(9–10), 562–576.CrossRefGoogle Scholar
  79. Webb, K. L., & Hogan, J. E. (2002). Hybrid channel conflict: Causes and effects on channel performance. The Journal of Business & Industrial Marketing, 17(5), 338–356.Google Scholar
  80. Weinstein, E. (2018). The social media see-saw: Positive and negative influences on adolescents’ affective well-being. New Media & Society, 20(10), 3597–3623.CrossRefGoogle Scholar
  81. Witkowski, T. H., & Jones, D. G. B. (2016). Historical research in marketing: Literature, knowledge, and disciplinary status. Information & Culture, 51(3), 399–418.CrossRefGoogle Scholar
  82. Wong, F. K. Y., So, C., Ng, A. Y. M., Lam, P.-T., Ng, J. S. C., Ng, N. H. Y., et al. (2018). Cost-effectiveness of a transitional home-based palliative care program for patients with end-stage heart failure. Palliative Medicine, 32(2), 476–484.CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Don R. Rahtz
    • 1
    Email author
  • M. Joseph Sirgy
    • 2
  • Stephan Grzeskowiak
    • 3
  • Dong-Jin Lee
    • 4
  1. 1.College of William and MaryWilliamsburgUSA
  2. 2.Virginia Polytechnic Institute & State UniversityBlacksburgUSA
  3. 3.NEOMA Business SchoolMont-Saint-AignanFrance
  4. 4.Yonsei UniversitySeoulSouth Korea

Personalised recommendations