By Raji Srinivasan, Leigh McAlister
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Additional resources for 2011 AMA Winter Educators’ Conference: Marketing Theory and Applications
H1: Members’ identification with the community will have a direct positive effect on their behavioral intentions toward helping other community members. Helping behavior may also be influenced by the internalization of community values that govern behavior (Muniz and O’Guinn 2001). The biker community, the consumption community used in this study, shares a set of core values organized into personal freedom and machismo (Schouten and McAlexander 1995). Personal freedom is a license to behave in socially unacceptable ways and American Marketing Association / Winter 2011 without confinement.
2000 for a review). Helping behaviors are individual voluntary actions directed at another individual (compared to an organization) and are consistent with Bettencourt’s (1997) cooperation and Groth’s (2005) customer citizenship. Extant consumer research on interpersonal helping implies a dichotomy where consumption community members help other members but not nonmembers (Muniz and O’Guinn 2001). However, we view helping intentions on a continuum determined by members’ social identification to the community.
Yet why do practitioners avoid following scholars’ suggestions when the benefits are apparently so great? Likewise, if the research findings are so relevant, why do practitioners ignore them? One possible answer is that only a few practitioners are familiar with and read scholarly journals. Another largely neglected possibility is that scholars know little about what practitioners actually do and consequently are poorly placed to provide them with decision-relevant advice. In other words, one reason for the divide between practitioners’ needs and scholars’ research could be deeply rooted in scholars’ insufficient ability to assess the practical relevance of their work for practitioners even though, in discussing the managerial implications of their research, they typically assume their ability to do so.
2011 AMA Winter Educators’ Conference: Marketing Theory and Applications by Raji Srinivasan, Leigh McAlister