Julie Stanton

Pennsylvania State University | Penn State · Business

This commentary summarizes the presentations made during three Macromarketing Pedagogy sessions at the 2024 Macromarketing Conference held in Helsinki, Finland, in June. Presentations focused on (1) broad business school challenges in teaching macromarketing and sustainability; (2) the value of specific tools for a broad set of marketing courses; a...

In order to prepare students for the macro-level complexities of today's marketplace, educators need to foster deep and consistent critical thinking and problem-solving skills. Beyond a narrow focus on technical competence in their area of interest, this calls for challenging students to dissect and analyze scenarios that have no simple solutions....

In addition to summarizing the articles included in this Special Issue, this editorial introduction provides a content analysis of 22 years of the Journal of Macromarketing with a focus on quantitative studies. Linking the rich foundation of macromarketing scholarship with novel and purposeful quantitative analysis can provide the evidence needed t...

This commentary summarizes the presentations made during two sessions at the 2023 Macromarketing Conference held in Seattle in June. The two sessions were focused on macromarketing pedagogy, and offer examples of how we can further macromarketing understanding in our students.

Just how flourishing a nation was Canada, even before Covid-19? Despite its overall high quality of life (QOL), there were serious shortcomings in both the healthcare system and the social safety network. Also, only limited progress had been made in making the Canadian economy a more environmentally sound one. The arrival of Covid-19 led to even mo...

Marketing classes are often focused on the micro level, failing to account for wider societal issues. In this article, we argue for the inclusion of a wider macro-sustainability focus, one that “hacks” marketing education. With that objective in mind, we developed and delivered an introductory marketing course that integrated both the micro and the...

This contribution benchmarks the 40th anniversary issue of the Journal of Macromarketing with an updated and topically organized bibliography of articles that can be used by interested researchers and in university courses devoted to or including a survey of this subject. Fisk (1990), Shapiro (2006), and Shapiro, Tajadewski, and Shultz (2009) have...

The United Nation’s Sustainable Development Goals (SDGs) are challenging the world to work towards a more sustainable future. Its 17 goals are ambitious, requiring concerted and system-based efforts driven by critical and socially aware thinking. However, marketing education is largely falling short of teaching students to think that way. Given mac...

As incomes in emerging markets grow, consumers’ ability to break from former food consumption patterns and introduce new foods or conveniences grows as well. While this general principle is widely accepted, the path of such introductions is not identical worldwide. In this study, we explore how consumers in an advanced emerging market have identifi...

Globally, the organic food industry has experienced impressive growth rates, especially in the United States and Europe, yet still accounts for a relatively small portion of total food sales. In the United States, it constitutes less than 5% percent of food sales despite a decade of support by the U.S. National Organic Standard. Using the United St...

Group reflection is often used as an intervention to facilitate group performance, but reflecting in groups may also affect individual learning. In this article, we compare the effects of individual and group reflection on individuals' learning in two pairs of decision-making tasks. In two studies, we found that individuals who reflected in groups...

Parents of small children regularly face challenges that are new to them, creating uncertainties and stress that complicate their decision-making processes. In this vulnerable state, parents may be susceptible to emotional appeals in advertisements in ways that influence their knowledge formation, food choices, and perceptions of self. In this stud...

The 2002 implementation of the National Organic standard and development of the USDA organic seal gave food advertisers a new tool with which to communicate food characteristics to consumers. Based principally on farm and manufacturing practices, the standard offers consumers an expansion of their food choices. Parents of young children have been s...

Purpose This study aims to examine the nature and impact of information overload and related coping strategies in the context of apparel shopping. It also examines perceptions of overload and coping strategies as antecedents to consumer confidence, shopping orientation and leader/follower status. Design/methodology/approach Focus groups and previo...

Small-scale producers in emerging markets have a particularly difficult time accessing the same marketing channels which are available to their larger counterparts. Cooperatives are an oft-recommended solution, allowing members to collectively mimic the advantages of larger producers. In this study, we explore whether or not cooperatives in Mexico...

Purpose – This study explores U.S. consumer attitudes toward organic foods in order to demonstrate that multiple and meaningful segments can be identified based on attitudes and beliefs rather than demographics and that a more targeted marketing strategy could likely create a better fit with consumer wants and needs. Methodology – Q-methodology is...

Purpose The purpose of this paper is to identify important elements of a strategy to facilitate small farmer participation in international supply chains for fresh produce. Design/methodology/approach The study employs survey data collected from a national sample of US fresh produce importers. Their concerns and suggestions regarding potential for...

Mesquite (Prosopis sp.) is a fast-growing tree that produces abundant amounts of pods. Although these pods were once part of the diet of Southwest Native Americans, little is known today regarding the acceptability of mesquite flour. We standardized a recipe using mesquite flour with a commercially available ready-to-eat cereal product and tested t...

Increasing pressures on profitability in the produce industry necessarily raise the question of how costs can be lowered. Among regular expenditures are beginning-of-season marketing efforts designed to rebuild demand for produce that was temporarily unavailable domestically. However, if off-season imports help create a consumption habit for fresh...

This paper integrates and synthesizes the findings of published research on organic food consumption. We identify several themes that reflect the various rationales used by consumers when deciding to purchase organic food. The literature clearly indicates that the word “organic” has many meanings, that consumers of organic foods are not homogeneous...

This paper -- a product of the International Trade Division, International Economics Department -- is part of a larger effort in the department to investigate the effects of international trade policy on individual producers. The study was funded by the Bank's Research Support Budget under the research project "Rural Poverty and Agriculture in Mexi...

This paper considers the needs for alternatives to usual agricultural practices in environmentally degraded areas, particularly when ecological conditions may not naturally support agriculture, e.g. in arid environments. Growing demand for food and increasing pressures on natural resources call for new approaches to land use that integrate economic...

With increasing efforts to promote free markets, one must ask whether the impact on some agricultural producers may be less than desirable. Small producers with limited access to capital, technical assistance, and competitive buyers may be unable to participate in new marketing opportunities. Without recommending a return to heavy government, this...

Although the Clinton administration has been unable to obtain fast-track negotiating authority, eventual expansion of free trade in the hemisphere is likely, and the U.S. position might be affected by the failure to negotiate Chile's entry into NAFTA. One hurdle to broad-based support for Chile's entry is U.S. horticulture producers' claims of “inj...

By and large, it appears that the goals of agricultural reform are being met in Mexico. But measures such as decoupling income supports and price supports or reorienting research and extension could help farmers who cannot afford access to machinery and purchased inputs and services. Lopez, Nash, and Stanton report the results of a study of Mexican...

This paper examines the recent decentralization of governance in Indonesia and its impact on local infrastructure provision. The decentralization of decisionmaking power to local jurisdictions in Indonesia may have improved the matching of public infrastructures provision with local preferences. However, decentralization has made local public infra...

This paper gives a statistical analysis of economic performance under International Monetary Fund (IMF) — World Bank (WB) growth-oriented adjustment programs. The evaluation is based on a sample of 93 countries and makes a comparison of the average values of economic indicators during 1982-86 with the corresponding values during 1978-81. The method...

This paper assesses recent proposals to increase taxes and tariffs in the energy sector to reduce the U.S. federal deficit. The paper estimates the welfare, fiscal and employment effects of the most common proposals. The estimates are derived from a twelve-sector general equilibrium model of the U.S. economy calibrated to 1984. A proposed 25 percen...

The authors of this paper use simple statistical methods to measure the effect of adjustment lending (AL) on economic performance. Using eight economic indicators, they rely on traditional"before-after"comparisons of AL recipients and a control group of 62 countries. How have countries under adjustment lending performed? AL countries improved their...