title: Social Issue Exchange: An Exploration of Determinants and Outcomes
Creators: name: Griffin, Deborah
Publisher: name: Griffith University
Year: 2007
Subjects: subject: marketing
subject: social marketing
subject: social issue exchange
subject: social issue behaviours
subject: behavioural exchange
subject: consumer behaviour

description: It has been argued that marketing contributes to society by finding solutions to a diverse range of social issues. Importantly, research within the (social) marketing domain recognises that the concept of exchange is a fundamental aspect of influencing people to take on positive social issue behaviours (Andreasen, 1995; Rothschild, 1999). However, regardless of the influence of social marketing, ultimately the behavioural exchange resides with the individual. This infers that exchange can be considered from the individual’s (i.e., consumer’s) point of view, of intrapersonal or self-exchange (Gould, 1994). Furthermore, the conditions that facilitate or constrain this form of exchange are found within the individual – and relate to for example, individual differences. However, in recent years there has been limited interest in exchange theory within the marketing domain and, in particular, exchange as a fundamental consumer behaviour phenomenon (Anderson et al, 1999; Gould, 1994). This study seeks to extend current consumer behaviour and social marketing knowledge in the areas of exchange theory and personality. Based on an examination of the extant literature, a model of determinants and outcomes of Social Issue Exchange was developed and empirically tested. The Social Issue Exchange Model proposed in this study accounts for a number of associations which includes a representation of personality termed pro-social orientation along with social issue involvement, attitude toward social issues, subjective assessment of negative consequences and feelings. The determinants of social issue exchange included the multi-component variable pro-social orientation comprising the traits risk aversion, locus of control, consideration of future consequences, susceptibility to normative influence and social responsibility along with the variables social issue involvement and attitude towards social issues. The outcomes of social issue exchange include the variables of subjective assessment of negative consequences and feelings. The study adopted a quantitative methodology using an Internet administered questionnaire that allowed for the measurement of the determinants and outcomes of social issue exchange. The construction of the questionnaire followed a sequential process which involved developing new measures, utilising and adapting existing measures and then pre-testing these measures to ensure the development of a psychometrically sound and respondent-friendly survey instrument. The final survey used Excess Alcohol Consumption and Speeding social issues as stimuli for the study. Data collection resulted in 1146 (comprising 559 for Speeding social issue, and 587 for Excess Alcohol Consumption social issue) useable surveys for subsequent analysis. Analysis included a number of statistical procedures including correlation analysis, exploratory factor analysis, reliability analysis and tests of the model via Partial Least Squares (PLS) analysis. Overall, the findings provided support for the proposed Social Issue Exchange Model. In terms of the measurement model, the findings show that pro-social orientation accounted for different amounts of variance in the five traits, with consideration for further consequences accounting for the most variance and susceptibility to normative influence accounting for the least. In terms of the inner model, all the hypothesised paths were supported with the exception of attitude towards social issues and social issue exchange. A comparison of the smaller models (i.e., Speeding and Excess Alcohol Consumption) with the overall model indicated that largely the relationships were consistent, with the exception of social issue involvement and attitude towards social issues which was not supported in the Excess Alcohol Consumption model. The findings provide a number of theoretical and practical implications for research. From a theoretical perspective, broadening the concept of exchange to account for self-exchange in the context of social issue behaviours contributes to the body of knowledge on exchange. Moreover, aggregating traits to form the multi-component construct pro-social orientation takes a holistic approach to personality and thereby, provides greater clarification of the psychological processes that drive individuals to respond positively or negatively to social issues and associated behaviours. From a practical perspective, this study may lead to a better understanding of how personal characteristics can shape an individual’s response to social issues as well as their behaviours. In summary, the importance of understanding the processes that influence individuals’ social issue behaviours provides a justification for this study. Accordingly, this study offers valuable insights into how ‘exchange’ is an integral feature of individual behaviour change, as well as positive social change for society.