In the context of epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people, in a given population, within a short period of time. When we refer to the marketing field, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This marketing communication strategy is currently assumed to be an evolution by word of mouth, with the influence of information technologies, and called Viral Marketing. This stated similarity between an epidemic and the viral marketing process is notable yet the critical factors to this communication strategy’s effectiveness remain largely unknown. A literature review specifying some techniques and examples to optimize the use of viral marketing is therefore useful. Advantages and disadvantages exist to using social networks for the reproduction of viral information. It is very hard to predict whether a campaign becomes viral. However, there are some techniques to improve advertising/marketing communication, which viral campaigns have in common and can be used for producing a better communication campaign overall. It is believed that the mathematical models used in epidemiology could be a good way to model a marketing communication in a specific field. Indeed, an epidemiological model SIR (Susceptible-Infected-Recovered) helps to reveal the effects of a viral marketing strategy. A comparison between the disease parameters and the marketing application, as well as simulations using Matlab software explores the parallelism between a virus and the viral marketing approach.
Helena Sofia Rodrigues and Manuel José Fonseca
The rise in obesity and other food-related chronic diseases has prompted public-health officials of local communities, national governments, and international institutions to pay attention to the regulation of food supply and consumer behavior. A wide range of policy interventions has been proposed and tested since the early 21st century in various countries. The most prominent are food taxation, health education, nutritional labeling, behavioral interventions at point-of-decision, advertising, and regulations of food quality and trade. While the standard neoclassical approach to consumer rationality provides limited arguments in favor of public regulations, the recent development of behavioral economics research extends the scope of regulation to many marketing practices of the food industry. In addition, behavioral economics provides arguments in favor of taxation, easy-to-use front-of-pack labels, and the use of nudges for altering consumer choices. A selective but careful review of the empirical literature on taxation, labeling, and nudges suggests that a policy mixing these tools may produce some health benefits. More specifically, soft-drink taxation, front-of-pack labeling policies, regulations of marketing practices, and eating nudges based on affect or behavior manipulations are often effective methods for reducing unhealthy eating. The economic research faces important challenges. First, the lack of a proper control group and exogenous sources of variations in policy variables make evaluation very difficult. Identification is challenging as well, with data covering short time periods over which markets are observed around slowly moving equilibrium. In addition, truly exogenous supply or demand shocks are rare events. Second, structural models of consumer choices cannot provide accurate assessment of the welfare benefits of public policies because they consider perfectly rational agents and often ignore the dynamic aspects of food decisions, especially consumer concerns over health. Being able to obtain better welfare evaluation of policies is a priority. Third, there is a lack of research on the food industry response to public policies. Some studies implement empirical industrial organization models to infer the industry strategic reactions from market data. A fruitful avenue is to extend this approach to analyze other key dimensions of industrial strategies, especially decisions regarding the nutritional quality of food. Finally, the implementation of nutritional policies yields systemic consequences that may be underestimated. They give rise to conflicts between public health and trade objectives and alter the business models of the food sector. This may greatly limit the external validity of ex-ante empirical approaches. Future works may benefit from household-, firm-, and product-level data collected in rapidly developing economies where food markets are characterized by rapid transitions, the supply is often more volatile, and exogenous shocks occur more frequently.
Ann T. Jordan
Business anthropology is a fast-evolving field. Social sciences such as sociology, psychology, and anthropology each have a unique set of constructs and theories for studying human behavior and each brings special insights to understanding business. Anthropologists are skilled in observing and learning from the rich interaction of social beings in their environment. With methods based in techniques for first-hand observation and interviewing of participants, and with theoretical knowledge gleaned from studying human societies across the world, anthropologists are the social scientists uniquely situated by training to analyze the social milieu and group-patterned interaction in any human setting. Simply, business anthropology is the use of anthropological constructs, theory, and methods to study its three subfields: organizations, marketing and consumer behavior, and design. Organizational anthropology is the study of complex organizations from an anthropological perspective to solve organizational problems or better understand the nature and functioning of the organizational form within and across organizations. In marketing and consumer behavior anthropology’s methods allow one to get close to consumers and understand their needs, while anthropology’s theoretical perspectives allow one to understand how human consumption plays out on the world stage. In the design field anthropologists use their methods to observe and learn from the detailed interaction of social beings in the designed environments in which we all live. They use their theoretical perspectives to develop a holistic analysis of the rich data to develop new products and evaluate and improve existing ones whether they be refrigerators or office buildings. The field of business anthropology is difficult to define because the moniker “business anthropology” is a misnomer. This field, as most anthropologists practice it, is not limited to work in for-profit businesses. Business anthropologists work with for-profit organizations, but also non-profit ones, government organizations and with supranational regulatory bodies. In addition to working for a business, an organizational anthropologist might be working in a non-profit hospital to improve patient safety, a design anthropologist might be working for an NGO to develop a less fuel-intensive cooking system for refugee camps and an anthropologist in marketing might be working in a government agency to develop ways to advertise new vaccines.