Speakers

ICAR Keynote Day 1: Macromarketing and Anti-Consumption Research: Making Disciplinary Connections
Macromarketing examines interactions among markets, marketing, and society at high levels of aggregation. Since its founding in the late 1970s, the macromarketing field has welcomed research from several non-managerial areas into its disciplinary domain: marketing ethics and distributive justice, marketing and development, global policy and the environment, quality of life, and marketing history.

This presentation continues the tradition of disciplinary outreach by connecting macromarketing and anti-consumption research. It will assess shared subject matter, data sources, ideological leanings, and other commonalities, and will review some recently published articles in the Journal of Macromarketing that illustrate macro-level anti-consumption research: a signal article on sustainability by Varey (2010), who questions the growth imperative and treating citizens as consumers, and a new aesthetic theory study by Biehl-Missal and Saren (2012), who critique atmospheric marketing practices and forms of consumer manipulation duly noted by the Reverend Billy, an anti-consumption performance artist. Opportunities for further research on anti-consumption and society will also be discussed.

Terrence H Witkowski is Professor of Marketing and Director of the International Business Program at California State University, Long Beach. He has published over 100 journal articles, papers and abstracts in conference proceedings, book reviews, and other works including articles written with co-authors in German and Polish. Over half of his research has been in the areas of marketing and consumer history, while the remainder has been on international topics, especially marketing in developing countries and cross-cultural consumer behavior.

He is Editor-in-Chief and History Section Editor of the Journal of Macromarketing and serves on the editorial review boards of the Journal of Historical Research in Marketing, Marketing Theory and Management & Organizational History. He is a former President of the Conference on Historical Analysis and Research in Marketing (CHARM) Association.

ICAR Keynote Day 2: Sharing strategies for a better world, a smaller footprint and 50% off everything
The expression that two can live as cheaply as one may be an exaggeration, but it contains a basic truth. When we move in with someone our rent or mortgage payments are cut in half as are costs of utilities, furnishings, property taxes, Internet and cable fees, subscription costs, and possibly transportation, laundry, insurance, and food costs. The Western pattern of moving out of parents’ home in late adolescence may be good for the national economy, but it is inevitably bad for the personal economy. Moving in with someone else and sharing basic resources is one way to realise major savings, smaller consumption footprints, and a more sustainable world.

The economies gained by sharing the roof over our heads may also lead to social benefits. These benefits have long been recognised and various projects for sharing have been launched. Though there are multiple models for such sharing, this presentation considers for-profit sharing businesses versus non-profit sharing cooperatives.

Russell Belk is the Kraft Foods Canada Chair of Marketing at the Schulich School of Business at York University. He is past president of the Association for Consumer Research and the International Association of Marketing and Development, and is a fellow in the Association for Consumer Research.

He has received the Paul D Converse Award, the Sheth Foundation/Journal of Consumer Research Award for Long Term contribution to Consumer Research, two Fulbright Fellowships, and honorary professorships on four continents. He is the co-founder of the Association for Consumer Research Film Festival, the Consumer Behaviour Odyssey, and the Consumer Culture Theory Conference.

He has published approximately 500 books, articles, chapters, papers, and videos. His research involves the meanings of possessions, collecting, gift-giving, and materialism and is often cultural, visual, qualitative, and interpretive.

ISM Opening Keynote Day 2: Fostering sustainable behaviour: Beyond brochures
The cornerstone of sustainability is behaviour change. Sustainability requires that we engage in diverse actions, such as reducing waste, increasing water and energy efficiency, altering transportation habits, and preventing pollution. To date, most programmes to achieve these changes have relied upon disseminating information. Research demonstrates, however, that simply providing information has little or no effect on what individuals or businesses do. But if not ads, brochures or booklets, then what? Over the last two decades a new approach, community-based social marketing, has emerged as an effective alternative for promoting sustainable behaviour.

This presentation provides an introduction to community-based social marketing and how it is being used throughout the world to foster sustainable behaviour. Participants will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers and benefits, developing strategies, conducting a pilot, and broad scale implementation) and will be exposed to a case study illustrating its use.

For over two decades Dr McKenzie-Mohr has been working to incorporate scientific knowledge on behaviour change into the design and delivery of community programmes. He is the founder of community-based social marketing, and his best-selling book, Fostering Sustainable Behaviour: An Introduction to Community-Based Social Marketing, has become requisite reading for those who deliver programmes to promote sustainable behaviour.

Dr McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behaviour change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. Dr McKenzie-Mohr has served as an advisor for Canada’s public education efforts on climate change, as the coordinator of the international organisation, “Holis: The Society for a Sustainable Future,” and as a member of Canada’s National Round Table on the Environment and the Economy.

His work has been featured in the New York Times and his book recommended by Time magazine. He has been awarded the Canadian Psychological Association’s “Psychologists for Social Responsibility Research and Social Action Award,” and the “Society for the Psychological Study of Social Issues Public Advocacy Fellowship.” He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program.