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- 저자 : Tali Seger-Guttmann (검색결과 2 건)
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Tali Seger-Guttmann,Shaked Gilboa,Judith Partouche-Sebban 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
In recent years, terrorism has become one of the major world's concerns. According to the Institute for Economics and Peace (2016), among OECD member countries, deaths from terrorism have dramatically increased in 2015, rising by 650% relative to 2014. France stands as the country with the largest increase of deaths from 2014 to 2015. Recent terrorist attacks in France have triggered widespread awareness of this tragic phenomenon. Comparatively, Israel is a country that has experienced chronic terror attacks since the early 1960s, creating a high level of awareness that has become part of the citizen’s daily life, as attacks can occur in restaurants, bars, buses, and stores, or in the streets (Ben-David & Cohen-Louck, 2010). Due to their different experiences of terror, we chose to focus our study on France and Israel. In line with the terror management theory (Greenberg et al., 1986), which suggests that death reminders influence behaviors, these terror threats may have consequences on feelings of well-being (Maguen et al., 2008). Most studies concerning the effects of terrorism on consumer behaviour have focused on personal characteristics (Cohen-Louck, 2016). However, to the best of our knowledge, studies have yet to characterize customers' behaviors in different service situations in the wake of a terrorist attack and the factors influencing these behaviors. This will be the main contribution of the current study. A qualitative study has been conducted in France and Israel. We focused on both utilitarian (modes of transportation) and hedonic (cinema, restaurants, bars) services (Bradley & LaFleur, 2016). The study highlighted two specific criteria that could affect customer behavior: time from the terrorist attack and its proximity to the respondent. In-depth interviews were conducted with customers from France (22) and Israel (29; total n=51). Participants were interviewed on their behaviors, either immediately following a terror attack or one month after. Customer strategies were found to be similar and long termed in both France and Israel. However, Israeli customer responses are more personal and emotional, more detailed, more proactive in protecting themselves. The passage of time from the attack has less effect on Israelis’ chosen strategies. Among French respondents, the effect of time is evident: attacks have a significant impact on behaviours immediately after their occurrence, compared with a month later. Whereas the avoidance strategy is mainly adopted immediately after the attack, as time passes, there is a kind of resignation of the situation. The perception of internal vs. external control over one's life seems also to be an important variable that may explain behaviour in both groups.
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GIVING MEANING TO PLACES OF DESTRUCTION: THE IMPACT OF VISITING HOLOCAUST SITES ON ISRAELI JEWS
Mark S. Rosenbaum,Drew Martin,Tali Seger-Guttmann 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
From a marketer’s perspective, place is only a sacrosanct component of the marketing mix (McCarthy, 1960), and extends into services’ “7Ps” (Grӧnroos, 1994). The servicescape literature explores how stimuli present within commercial consumption settings or servicescapes impact consumer behaviors (Rosenbaum & Massiah, 2011). Arguably, marketers view place as exchange locales, and they do not understand the evocative role that they assume in consumers’ lives (Sherry, 2000). Within cultural geography, places represent “profound centres of human existence” (Relph, 1976, p. 43). Place is a triad comprising of a physical setting, activities, and meanings (see Relph, 1976). This paper investigates how Israeli Jews attribute meanings to places associated with their destruction during the Holocaust (1939 – 1945). Respondents were eight Jewish Israelis who recently participated in the educational Holocuast sojourn (i.e, Warsaw Ghetto, Treblinka, and Aushwitz). Using long interviews, the authors put forth a framework that shows how the participants assign place-based meanings on four dimensions. The individual dimension reflects how the tour personally impacts visitors’ lives. The communal dimension, explores the trip impact’s the individual’s view towards Israel and Israeli nationalism (Zionism). The religiosity dimension reflects tour’s impact on a participant’s self-identity as a Jew (e.g., secular, conservative, Orthodox). Lastly, the global dimension explores the trip’s impact on a participant’s identity as a human being in a global world. Did the trip alter a participant’s views towards mankind, towards genocide, and universal lessons that everyone may learn from the Holocaust? Results help to understand the evocative role that places often assume in consumers’ lives. Place no longer seem as inert; instead, spaces imbued with meanings impact lives, experiences, and even one’s overall well-being. From a broader perspective, the results suggest a different role that consumption settings may assume in consumers’ lives. Places may impact consumers on multiple levels, and the essence of understanding the profound bonds that consumers often form with places, originates not from the functions that places serve, but rather, from the meanings that consumers often assign to place.
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