This study examines the factors shaping citizens' perceptions of the importance of developing nuclear microreactors in their state, focusing on Alaska and Wyoming—two U.S. contexts in which microreactor applications are currently under active consideration. Using Behavioral Reasoning Theory, we assess how self-perceived nuclear knowledge, support for nuclear development, attitudes toward nuclear power generation, and quality-of-life (QoL) concerns influence these perceptions. Large sample survey data were analyzed using structural equation modeling. Results suggest that self-perceived knowledge of nuclear issues strongly predicts both support for nuclear development and favorable attitudes toward nuclear power, thereby increasing citizens’ perceptions of the importance of nuclear microreactor deployment. QoL concerns exhibit only weak associations. A complementary ranking analysis of prioritized social and environmental impacts indicates that respondents place the highest value on reduced risk of nuclear incidents, lower electricity costs, and improved local air quality. Overall, the findings highlight perceived knowledge of nuclear issues as a primary driver of public acceptance, suggesting that information-focused engagement strategies may enhance the feasibility of microreactor deployment.

This study presents a systematic review of methodological approaches published in Applied Research in Quality of Life (ARQOL) from 2006 onward, focusing on quantitative analyses and the methodological approaches used to assess quality of life (QoL) through social indicators and scale development. Sixty-five eligible articles containing keywords such as “index,” “scale,” “measurement,” and “quality of life” were analyzed to trace methodological and thematic trends. ARQOL has become a pivotal venue for methodological, empirical, and conceptual advances in measuring QoL. Our results demonstrate that ARQOL’s contributions are broadly distributed, with the most significant portion of articles in four areas: (1) health aging (14

Nuclear microreactors (NMRs) are an emerging energy innovation designed for small-scale and transportable energy production. The long-range development of NMRs must account not only for technical functionality but also for social acceptance. Drawing on principles from technology assessment, this study advocates for including citizen survey research in the front end of new-product development (NPD) for nuclear microreactors when fielding a commercially viable version of an NMR remains "over the horizon" and years away. Citizen input gathered through discrete-choice methods, such as those used in this study, can reveal how trade-offs in cost to citizens, safety, employment, waste handling, and environmental impacts influence public support for NMRs. Such knowledge of citizen preferences can powerfully inform developers of technologies, such as NMRs, on how to make changes in these new technologies so that NMRs align with citizen preferences and thereby increase the social acceptability of NMRs. In the current study, citizens in Wyoming and Alaska gave the most importance to NMRs that can reduce their electric utility bills and minimize the storage and transportation of nuclear waste. Researchers used the importance weights for the dimensions used in the study to derive four segments of citizens using clustering analysis: 1) skeptics, 2) nuclear supporters, 3) nuclear waste concerned, and 4) jobs-focused. For policymakers, the results of the segmentation analysis suggest that those supporting NMRs in the development process account for 53 percent of the sample, while those opposed to or concerned about nuclear waste and its transportation account for 47 percent-comparable percentages.

Sustainability demands system-level transformation, yet marketing theory remains largely grounded in firm-centric, transactional, and equilibrium-based assumptions that are ill-suited to address planetary-scale challenges. This article responds to the need for more conceptually ambitious marketing scholarship capable of grappling with sustainability as a dynamic, contested, and future-oriented phenomenon. We identify key conceptual and methodological barriers that have constrained sustainability theorizing in marketing and examine how foundational perspectives within the discipline can be re-imagined and extended to meet these demands. Through a review of conceptual contributions in AMS Review, we trace how sustainability-related thinking has evolved within the field and assess the potential of three marketing-indigenous theories—Service-Dominant Logic, Resource-Advantage Theory, and Market Shaping—to inform the development of sustainability theory. Building on this foundation, we propose a future research agenda structured around four interlinked themes: (1) advancing system-level theorizing, (2) reimagining stakeholder responsibility to include nature and future generations, (3) conceptualizing sustainability as a dynamic resource domain, and (4) enabling prospective theorizing to support the shaping of more sustainable market futures.

Harnessing advanced analytics to address global challenges could become a hallmark of macromarketing research. But currently, such harnessing is rarely done because of the scarcity of country-level data resulting from conceptualizations and methods that are rigorously developed. This study investigates the conceptualization and methods of the Legatum Prosperity Index (LPI), which offers researchers a comprehensive measurement of country prosperity across 67 dimensions that generally align with the people, planet, and profit of sustainability. We employ both univariate and multivariate statistical techniques to verify the reliability of the LPI data, which serves as a foundation for grouping countries into configurations that uncover patterns and similarities among them. Using multivariate clustering analysis, we identify an important configuration of countries (characterized by either (1) global isolation, (2) rent-seeking, or (3) affluence) which provides insights into why some countries face challenges in their development. Our research presents evidence for the potential of the LPI as a conceptually and methodologically sound source of data for macromarketers seeking to apply sophisticated analytics. Our methods for evaluating the LPI can be applied to other emerging data sets of global quality of life or social progress.

Macromarketing puts business activity in context. Accordingly, this commentary seeks to put Wided Batat's MECCDAL Method of holixec education into context. Unlike the fine arts and design study programs which highly value innovation, business schools value innovation less so. Accordingly, a compelling case needs to accompany Batat's proposal to win early adopters to the MECCDAL Method of holixec education. One path for doing this might be to more strongly position the MECCDAL Method as a means for business schools to more effectively focus on sustainability education in order to stem global warming in a timely manner. Batat would do well to shift the theoretical grounding of holixec education away from the writings of Bourdieu (which emphasize the exclusionary aspect of academic qualifications) to those of Becker's human capital development theory in economics. In this way, holixec education would be aligned more closely with social mobility in society. Such alignment would lead developers of holixec education to focus on practical deliverables to students and their families, such as improved employability for those graduating from holixec education programs. Questions for the development of holixec education, such as what students are best suited for holixec education, what institutions are most ready to embrace holixec education, what are the role of accounting and finance learning in holixec education, and what are the role of quantiative disciiplines (economics, statistics, and consumer behavior) in holixec education and in faculty research? Answering these questions will help many holixec learning trees take root and form a forest of holixec learning trees in the future.

As technology and interconnectivity increase globally, the opportunity to wage irregular warfare (competition) has become low-cost-low-risk, simple to wage, challenging to detect, and more difficult to deter and defend. Propaganda is the most common method of covert or overt influence operations used by state actors today and often employs the same technologies, channels, and market communication techniques that firms use in more benign pursuits. We propose a framework based on Consumer Vulnerability Theory to explain the effects of state-sponsored propaganda on citizens' propensity to become vulnerable consumers by manipulating beliefs about the availability and control of government-provided resources. Vulnerability leads citizens to employ coping strategies that help achieve the propagandist's goals. This perspective may inform policy and public education campaigns to deter and attenuate the harmful effects of state-sponsored propaganda on citizens. Research on moderators and mediators that reduce influence now become more salient.

Frontier markets of the world are countries with promising long-term rewards for investors, but risky and uncertain prospects in the next few years. These pre-emerging markets include such countries as Nigeria, Bangladesh, Jordan and Lebanon. Although sustainable business practices have appeared in frontier markets, the fragility and volatility of these markets raise the question about the nature of consumer support for sustainability in these challenging markets. Specifically, not much is currently known about factors influencing consumers' purchasing support for firms pursuing sustainable business practices in frontier markets. This study contributes to macromarketers' understanding of frontier markets by addressing consumers' support for sustainable business practices in Lebanon. Structural equation modeling results of survey responses suggest that sustainable business practices influence purchasing of Lebanese consumers and are positively affected by antecedents, such as 1) Attitude toward Business Benevolence, 2) Environmental Values, and 3) Concern about Business Ethics. These results correspond to those from a US sample suggesting that support for sustainable business is not merely a phenomenon for developed markets-but for frontier markets, as well.

The first macromarketing seminar held in 1976 represented a first attempt to "hack the system" of business schools to bring a societal focus to the teaching of marketing. This effort resulted eventually in macromarketing becoming a major field of the marketing discipline. Today, forces outside the business school are pointing business schools to broaden their curricula to include social responsibility in the form of macromarketing, sustainability, and marketing for a better world. The purpose of this article is to discuss the challenges and opportunities of teaching macromarketing and sustainability concepts to business students so that more macromarketing managers would develop and exert their influence in marketplaces around the world. Important points include (a) the imperative for macromarketing-minded educators to advocate for curriculum changes in their own business schools, and (b) the need for macromarketing-minded educators to become more capable teachers of macromarketing and sustainability content with students more skeptical about such content. This article offers a constructivist approach to setting the stage for students engaging macromarketing and sustainability content for the first time. Embracing the paradox of managerial macromarketing and integrating experiential learning highlight this approach.

Research about the implications that cultural differences have for managers in different parts of Anglophone Canada and the United States, like management studies of regional culture throughout the world, have been based on varied, narrowly focused theories and have reached varied conclusions. Here, we identify and compare theories about immigrant group characteristics and contemporary socioeconomic characteristics that figure strongly in research comparing Canada, the United States, and their regions. We summarize the predictions that each immigration theory and each socioeconomic characteristic makes for the two implications of culture that are most prominent in regional studies of North America – self-reliance and deference to authority. We conclude with thoughts about the potential contributions of culture research about North American regions along with theories of culture emergence and change that need to be revised or added to them to advance research about cultural regions of Europe.

The purpose of this research is to better understand the role judgments of ad typicality—the representativeness of an ad for a product category—play in the processing of television advertising. Such judgments would include the expected themes and feelings to be experienced from viewing ads of a product category. This is a vital undertaking because consumers' judgments of typicality are used in judgments of originality (divergence)—a key dimension of creative ads. However, the nature of ad typicality judgments remains mostly unexplained. Specifically, researchers have not offered rich explanations regarding the antecedents of ad-typicality judgments, or the complex effects of ad-typicality judgments regarding attitude toward the ad. This study addresses these issues and offers new understanding for such phenomena related to ad typicality.

This paper uses a conceptual framework, the I3 Model (pronounced the ‘I-Cubed Model’), for understanding the influence of external and internal factors on eating behavior. According to the I3 Model (Instigation, Impellance and Inhibition), three processes can explain how overeating can occur. This paper provides support for the I3 Model through a field experiment and two laboratory experiments. The I3 Model sheds light on the nature of overeating when a perfect storm arises in which instigation and impellance are strong and inhibition is weak. The identification of this perfect-storm condition suggests that consumers who are seeking to avoid overeating should attune themselves to both external and internal factors and avoid these conditions of the perfect storm. Such insight boosts theoretical understanding for the phenomenon of overeating and suggests further research into the effects of situational cues in overeating.

Despite notable gains in the movement to bring sustainability into the mainstream of marketing and business, much more needs to be done. This essay explains why sustainability is not mainstream, yet, and what it would take to move sustainability to the mainstream. Importantly, each sector of society (business, government, NGOs and education) need to be smarter about how each contributes to developing a sustainable society. Sustainable marketing scholars can play an important role in moving sustainability to the mainstream now and in the future.