Addressing the Wicked Problem of American Gun Violence: Consumer Interest Groups as Macro-social Marketers

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Addressing the Wicked Problem of American Gun Violence: Consumer Interest Groups as Macro-social Marketers


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Category: |Journal: Journal of Marcomarketing (full text)|Author: A Huff, B McAlexander, J McAlexander, M Barnhart|Year: 2017

Building on work on social and macro-social marketing, we provide an empirical account of ways in which American gun violence prevention groups (GVPGs) act as macro-social marketers as they address the wicked problem of gun violence, which they define as deaths and injuries with firearms. We find that, as a collective, GVPGs attempt to change the culture related to guns by targeting up-, mid-, and downstream agents. We contribute to theory by (1) expanding the concept of macro-social marketing beyond government entities to include consumer interest groups and collectives; (2) introducing internal marketing as a macrosocial marketing tool critical for macro-social marketers dependent largely on volunteers; (3) elucidating ways that macro-social marketers can accomplish upstream changes indirectly, by encouraging consumers and citizens to influence policy makers; and (4) revealing marketing tactics that can be leveraged across up-, mid-, downstream, and internal efforts.

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