Mitigation in Marketing
The marketing discipline has overwhelmingly focused on maximizing positive outcomes, such as happiness and satisfaction for consumers and revenues, profits, and marketing-mix effectiveness for companies. However, marketers can also examine reducing negative outcomes for individuals, firms, and society at large. We call this approach mitigation in marketing (MiM), which entails understanding, measuring, alleviating, and assuaging the potentially harmful consequences of consumer, firm, and employee activities.
The Journal of Marketing Research is developing a special issue on Mitigation in Marketing. We are pleased to host this virtual conference to provide further context for the special issue and create an opportunity for interested authors to exchange ideas, provide feedback, and learn from each other.
- Date: September 22, 2021.
- Details: Online; registration details will be provided upon acceptance
- Fee: US$25 to be collected after acceptance
Proposal Submission Guidelines
- Submission deadline: August 1, 2021
- Decision notification: August 31, 2021
- Proposal length: Maximum of 3,000 words excluding tables, and references.
- Proposal submission: Please submit the proposal to firstname.lastname@example.org
- Proposal format: Proposals should be submitted as a single Word or PDF file. The cover page should provide the full name, title, affiliation, email address, and phone number of each author. The proposal should include the following sections: Abstract, Introduction and Motivation, Methods and Data, and Results.