Sarah Dodds

Massey University, Albany, New Zealand · Communication, Journalism and Marketing

Adolescents’ risky drinking behavior continues to be a public policy concern and insights into effective messages and behaviors that resonate with adolescents is needed. Evidence points to the potential of tapping into adolescents’ need for authenticity. Drawing on authenticity literature and implementing a mixed methods approach using family group...

Purpose The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level. Design/methodology/approach A novel-phased approach using transformative advertising research and posi...

Purpose The world continues to grapple with grand challenges – climate change, pandemic, poverty, social injustice and diminishing resources – requiring mitigation if we are to focus on well-being and move towards a more sustainable future. Cultivating sustainable ecosystems offers a possible solution. The purpose of this paper is to understand how...

The pursuit of social goals and ethics in business creates challenges. Sustained efforts to address poverty, environmental degradation or health/wellbeing require meaningful and transformative responses that impact across multiple levels—individual, community and the global collective. Shifting predominant paradigms to facilitate change entails a r...

Understanding vulnerable consumers when conducting Transformative Service Research (TSR) is essential but these consumers and their contexts are often complex and difficult to research. Despite a movement towards TSR research methodologies suitable for studying vulnerable participants and their contexts, a comprehensive framework that can guide ser...

Purpose Retail organizations that consider a service ecosystems view of sustainability focused on transformation have the potential to contribute to the wellbeing of individuals, business and society. The purpose of this paper is to explore the transformative nature of sustainable retail fashion organizations and their impact on wellbeing within a...

Social media influencers (SMI) have grown in importance as a promotional channel. However, little is known about how they build reputational capital and thus endorsement effectiveness, particularly compared to traditional celebrity endorsers. From a consumers' perspective, this research investigates both types of endorsers in different stages of th...

Purpose The COVID-19 pandemic has caused many consumers to pause and rethink the impacts of their consumption behavior. The purpose of this paper is to explore changes to consumers’ preferences and shopping behavior in retail using a sustainable consumption lens to understand the long-term effects of the pandemic on retail services. Design/methodo...

Purpose The healthcare sector is experiencing a major paradigm shift toward a people-centered approach. The key issue with transitioning to a people-centered approach is a lack of understanding of the ever-increasing role of technology in blended human-technology healthcare interactions and the impacts on healthcare actors' well-being. The purpose...

Purpose The purpose of this research is to explore the role of identity for consumers with disabilities in a retail context. Understanding disability identity is critical to ensuring inclusion in service environments. Despite the growing call to understand the role of identity in consumer services, research on disability identity and the impacts of...

Despite increasing usage of spirituality and fantasy in advertising, especially during the novel coronovirus pandemic, the implications of this trend on consumer well-being and behavior remain unknown. To address this gap, this research conceptualizes a spiritual-fantasy advertising framework and its subsequent effects on consumer well-being and re...

Purpose This research extends understanding of the role brand co-creation plays in encouraging ethical consumption. The paper addresses sustainable development goal 12 (SDG 12): ensure sustainable consumption and production patterns, exploring how brand co-creation can be employed to advance this development goal. Design/methodology/approach The C...

Purpose Coronavirus disease 2019 (COVID-19) has created a challenging, yet opportunistic, environment in which to conduct transformative service research (TSR) and assess research methodology. The purpose of this paper is to evaluate and gain important new insights of a group interviewing method with vulnerable people and their support group, adapt...

Purpose People are responsible for their wellbeing, yet whether they take ownership of their own or even others' wellbeing might vary from actor to actor. Such psychological ownership (PO) influences the dynamics of how wellbeing is co-created, particularly amongst actors, and ultimately determines actors' subjective wellbeing. The paper's research...

Practices involving the consumption of Information and Communication Technology (ICT) are increasingly important to the maintenance of everyday life for older New Zealanders. Developing competency with ICT can provide a way of challenging negative discourses of ageing. Interviews with 20 older New Zealanders reveal that “keeping up” with the times,...

Purpose This paper explores consumer experiences of spiritual value and investigates whether it is distinct from ethical value, within a large and growing private sector healthcare setting. Understanding consumers’ experiences of spiritual value versus ethical value has important implications for corporate social responsibility as increasingly con...

Purpose Consumer experiences of healthcare services are challenging for researchers to study because of the complex, intangible and temporal nature of service provision. The purpose of this paper is to introduce a novel longitudinal three-phase research protocol, which combines iterative interviewing with visual techniques. This approach is utilis...

Complementary and Alternative Medicine (CAM) is a fast growing health care service warranting further research to understand its place in modern healthcare. This study investigated what consumers of CAM value from their healthcare experiences. The research adopted an interpretive approach using in-depth interviews with 12 CAM consumers. Seven consu...