title: Technology-based marketing strategies through the consumables lens: How interrelated are perceptions of ethicality and effectiveness

authors: Brooksbank, Roger

abstract: Today, digital technologies are being routinely incorporated within most companies’ marketing strategies, and ongoing advancements mean that marketers are increasingly spoilt for choice as to which ones to employ. Yet little research has sought to investigate the use of these technologies from a consumer perspective. To address this deficiency, a sample of 967 adult residents of the United States provided their perspectives in relation to 18 technology-based initiatives along two separate constructs: their ethicality according to society’s moral norms, and their effectiveness as a mainstream marketing tool. This study focusses on examining the interrelationships between these two constructs.
Findings indicate a wide spectrum of opinion as to what constitutes both an ethical as well as an effective initiative. In general, the two constructs are positively correlated in that the more an initiative is perceived to be ethical the more it is seen to be effective. However, these perceptions are not equal in measure on each scale. Whereas toward the top end of each scale, those initiatives perceived to be highly ethical are also seen to be highly effective, toward the bottom end of each scale those that are perceived to be highly unethical are almost invariably still viewed to be somewhat effective. Principal Components Analysis suggests the potential existence of three subdimensions of the ethicality-effectiveness correlation dyad, provisionally labelled here according to similarities in the characteristics of member initiatives: Message Dissemination”, “Consumer Benefits” and “Company Stealth”.
Overall, findings indicate that marketers would be well advised to complete their due diligence so as to determine which technology-based marketing strategy under consideration is likely to be viewed most favorably by consumers in relation to both constructs, prior to a decision to operationalize it.

text: Technology-based marketing strategies through the consumables lens: How interrelated are perceptions of ethicality and effectiveness Today, digital technologies are being routinely incorporated within most companies’ marketing strategies, and ongoing advancements mean that marketers are increasingly spoilt for choice as to which ones to employ. Yet little research has sought to investigate the use of these technologies from a consumer perspective. To address this deficiency, a sample of 967 adult residents of the United States provided their perspectives in relation to 18 technology-based initiatives along two separate constructs: their ethicality according to society’s moral norms, and their effectiveness as a mainstream marketing tool. This study focusses on examining the interrelationships between these two constructs.
Findings indicate a wide spectrum of opinion as to what constitutes both an ethical as well as an effective initiative. In general, the two constructs are positively correlated in that the more an initiative is perceived to be ethical the more it is seen to be effective. However, these perceptions are not equal in measure on each scale. Whereas toward the top end of each scale, those initiatives perceived to be highly ethical are also seen to be highly effective, toward the bottom end of each scale those that are perceived to be highly unethical are almost invariably still viewed to be somewhat effective. Principal Components Analysis suggests the potential existence of three subdimensions of the ethicality-effectiveness correlation dyad, provisionally labelled here according to similarities in the characteristics of member initiatives: Message Dissemination”, “Consumer Benefits” and “Company Stealth”.
Overall, findings indicate that marketers would be well advised to complete their due diligence so as to determine which technology-based marketing strategy under consideration is likely to be viewed most favorably by consumers in relation to both constructs, prior to a decision to operationalize it.

year: 2018

title: Editorial: Teachers and Curriculum Volume 14

authors: Ussher, William (Bill) Grant

abstract: In this, the 2014 general issue of Teachers and Curriculum, we are pleased to incorporate a wide range of contributions that demonstrate the breadth and complexity of teaching and curriculum work in education settings. The editorial board of this journal continues to be committed to working with contributors to present research, debates, and accounts of practice that are accessible to practitioners and have the potential to inform practice. We acknowledge that practitioners do not always feel that they have the requisite knowledge or ability to make a ‘legitimate’ contribution to our growing understandings of curriculum, pedagogy, assessment or policy. In many ways this could be viewed as a learned behaviour, in response to our own educational experiences that position ‘academic’ knowledge as held by ‘experts’, while positioning practitioner ways of knowing as of lesser consequence. Teachers and Curriculum is committed to addressing these by providing a forum for both practitioner and academic contributions.

text: Editorial: Teachers and Curriculum Volume 14 In this, the 2014 general issue of Teachers and Curriculum, we are pleased to incorporate a wide range of contributions that demonstrate the breadth and complexity of teaching and curriculum work in education settings. The editorial board of this journal continues to be committed to working with contributors to present research, debates, and accounts of practice that are accessible to practitioners and have the potential to inform practice. We acknowledge that practitioners do not always feel that they have the requisite knowledge or ability to make a ‘legitimate’ contribution to our growing understandings of curriculum, pedagogy, assessment or policy. In many ways this could be viewed as a learned behaviour, in response to our own educational experiences that position ‘academic’ knowledge as held by ‘experts’, while positioning practitioner ways of knowing as of lesser consequence. Teachers and Curriculum is committed to addressing these by providing a forum for both practitioner and academic contributions.

year: 2014

title: Eta Mokena, daughter of Mokena Hou, and her husband, Hare Renata

authors: Hart, Philip

abstract: The family backgrounds of both Eta Mokena and Hare Renata can be traced, but little is known about her life compared with that of her husband. From an early age he lived in various places in Hauraki, cultivating, running pigs, catching birds, fish, and eels, and selling some of these to Pakeha. Both owned interests in several blocks of land, and Eta, being childless, gifted some interests to her nephew and nieces. Hare Renata had to fight off other claimants for several blocks of land, not always successfully, and not always by giving truthful evidence. Despite selling some of their interests in land, they were never financially secure.
Renata held interests in three goldfields whereas Eta held only one, in a claim named after her family. They settled in several places, and only rarely lived at Te Aroha until their last years.

text: Eta Mokena, daughter of Mokena Hou, and her husband, Hare Renata The family backgrounds of both Eta Mokena and Hare Renata can be traced, but little is known about her life compared with that of her husband. From an early age he lived in various places in Hauraki, cultivating, running pigs, catching birds, fish, and eels, and selling some of these to Pakeha. Both owned interests in several blocks of land, and Eta, being childless, gifted some interests to her nephew and nieces. Hare Renata had to fight off other claimants for several blocks of land, not always successfully, and not always by giving truthful evidence. Despite selling some of their interests in land, they were never financially secure.
Renata held interests in three goldfields whereas Eta held only one, in a claim named after her family. They settled in several places, and only rarely lived at Te Aroha until their last years.

year: 2016