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Conversion Theory in Marketing
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering. maria.villanueva@ltu.se.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering. University of Cape Town.
2018 (English)In: Back to the Future: Using Marketing Basics to Provide Customer Value : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference / [ed] Nina Krey, Patricia Rossi, Cham: Springer, 2018, p. 415-425Conference paper, Published paper (Refereed)
Abstract [en]

How do marketing campaigns encourage a majority group of consumers to support a minority group of consumers’ opinion? Why do consumers change their opinions? Why do consumers do what they do? Conversion theory addresses a simultaneous majority and minority influence on consumer behaviour. Whilst conversion theory is applied to various disciplines, there is a gap in literature on conversion theory as applied to the marketing discipline. This paper focuses on conversion theory in marketing and contributes by introducing three new propositions to marketing literature, namely, (1) marketing campaigns can convert the majority opinion to support the minority opinion privately and/or publicly when portraying ‘consistency’, (2) marketing campaigns can convert the majority opinion to support the minority opinion privately and/or publicly when portraying a style of thinking that encourages discussion amongst the majority, and (3) marketing campaigns can convert the majority opinion to support the minority opinion privately and/or publicly when the majority identifies themselves with the message of the marketing campaign.

Place, publisher, year, edition, pages
Cham: Springer, 2018. p. 415-425
Series
Developments in Marketing Science : Proceedings of the Academy of Marketing Science, ISSN 2363-6165
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-67083DOI: 10.1007/978-3-319-66023-3_145ISBN: 978-3-319-66022-6 (print)ISBN: 978-3-319-66023-3 (electronic)OAI: oai:DiVA.org:ltu-67083DiVA, id: diva2:1168230
Conference
2017 Academy of Marketing Science (AMS) Annual Conference, AMSAC 2017, Coronado, CA, 24-26 May 2017
Available from: 2017-12-20 Created: 2017-12-20 Last updated: 2017-12-20Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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More styles
Language
  • de-DE
  • en-GB
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  • Other locale
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Output format
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