The resource reframes inclusive design not as a niche or compliance-driven activity, but as a strategic marketing orientation that improves consumer well-being, expands markets, and enhances firm outcomes. The deck is deliberately structured to move instructors and students from why inclusive design matters, to how inclusive design works, to what it looks like in practice across industries.

This resource functions as (1) a starter kit for instructors new to inclusive design, (2) a modular teaching tool for experienced faculty, and (3) a bridge between research, practice, and pedagogy.

Brief Descriptions of the Contents of the Resource

I. Why Teach Inclusive Design in Marketing and Business?

The opening section establishes the pedagogical motivation for inclusive design. It critiques the traditional marketing focus on the “average” or “mainstream” consumer and demonstrates how this default approach systematically excludes marginalized and underrepresented groups

II. Core Principles of Inclusive Design

The next section introduces a clear, three-principle definition of inclusive design, making the concept accessible and teachable:

1. Design with the extreme user in mind
   Students learn that inclusive design begins by recognizing exclusion and starting from the margins rather than the mean.
2. Focus on facilitating a match
   Emphasis is placed on the fit between users, products, environments, and usage contexts—not just product features.
3. Benefit a more diverse consumer base
   The “curb-cut effect” illustrates how designing for those at the margins often improves experiences for everyone.

III. Marketplace Mismatches and Consumer Experience

A central conceptual contribution of the deck is the marketplace mismatch framework, which explains how exclusion arises when consumer abilities and marketplace design are misaligned.

Students are introduced to four types of mismatches:

• Sensory (seeing, hearing, touching)
• Cognitive (processing and understanding information)
• Behavioral (performing required actions)
• Social (feeling respected, seen, and included)

IV. Frameworks for Teaching and Application

Several teaching-friendly frameworks are introduced to help students diagnose and design for inclusion.

• ADDRESSING framework: Encourages students to ask, “Who are we unintentionally excluding?” across dimensions such as age, disability, religion, ethnicity, socioeconomic status, gender, and national origin.
• DARE framework: Guides students through how consumers appraise inclusive (or exclusionary) design cues and how those appraisals shape emotions and behavior.
• Levels of inclusive design: Distinguishes between providing access, enabling engaged participation, and empowering success.
• MISMATCH framework: See above.

V. Pedagogical Guidance and Classroom Use

The deck provides instructors with teaching suggestions, including:

• How to sequence concepts across a class session or module
• Buzz-group discussions on barriers to inclusive design
• Experiential redesign exercises (e.g., redesigning everyday products for different user groups)
• Role-taking and perspective-taking exercises
• Integration of short videos and TED talks

VI. The 25 Mini Case Studies: Learning Through Practice

The heart of the flipping book is 25 concise mini case studies, designed to be discussed individually or comparatively. Each case highlights:

• A specific form of exclusion
• The resulting consumer–marketplace mismatch
• A concrete inclusive design solution
• Broader implications for firms and society

Case categories include:

• Consumer products (durables; e.g., footwear, appliances, furniture, backpacks)
• Inclusive services (e.g., financial services, hospitality, retail, theme parks)
• Consumer products (nondurables; e.g., beauty, personal care, grooming)
• Technology (e.g., gaming, navigation tools)
• Inclusive tourism (5 bonus cases; e.g., airlines, adventure parks, public spaces, social enterprises)

VII. Inclusive Tourism as a Special Topic

This section introduces:

• Inclusive tourism principles
• Marginalized groups as consumers and producers
• Examples of firms and destinations redesigning experiences, not just infrastructure

VIII. Additional Resources for Deepening Learning

The closing section curates:

• Academic and practitioner articles
• Managerial readings
• Talks and videos
• A carefully selected list of novels, memoirs, and nonfiction books to build empathy and perspective-taking

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Conference participants receive a digital copy of the conference proceedings approximately one week ahead of the conference.

Non-members may purchase digital proceedings by contacting customerservice@ama.org or purchase a print copy via the ���������’s official .

Winter Academic Conference | February

Marketing & Public Policy Conference | June

Summer Academic Conference | August

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Important Timeline for SIG Leaders

• July 1: Start of the New Fiscal Year
• August: ��������� Summer Academic Conference
• September 15: SIG Leadership Updates are Due to ��������� Support Center
• December: Winter ��������� Award Orders + Reception Details Due
• February: MA Winter Academic Conference
• June: Summer ��������� Award Orders Due
• June 15: Due Date for Fiscal Year Spending

SIG Guidelines and Reporting | SIG Processes | SIG Documents | SIG and ��������� Branding Guidelines | Pop-Up SIGs

Can’t find what you are looking for? Please do not hesitate to reach out to membersupport@ama.org for help.

SIG Guidelines and Reporting

• 1 Year, 3 Year and 5 Year Guidelines Overview
• 1 Year Guidelines (July 2023 – June 2024)
• 3 Year Guidelines (July 2025 – June 2026)
• 5 Year Guidelines (July 2027 – June 2028)

SIG Processes

SIG Documents

Every SIG has a personalized SIG Overview Document. These documents include important dates, a live budget, a list of active academic members, and a list of contacts who have previously been members or affiliated for wider outreach. Since these documents have individual budget information, they are not linked on this page. If you are a SIG Leader and need access, please contact rfickett@ama.org to resend you your SIG Document link.

SIG and ��������� Branding Guidelines

Pop-Up SIGs

Pop-up SIGs are temporary entities (formed for a period of one to three years) created to address emerging topics in marketing that typically fall at the intersection of existing SIGs or around new substantive/thematic developments in the field. The Organizational Frontlines group has been successful in holding programming and attracting members from diverse SIGs in the past and that is the pilot as a Pop-up SIG. These may transition into SIGs of their own if they have enough members at the end of three years or may be folded into existing SIGs (provided the SIG agrees to merge with the Pop-Up). It is a way for ��������� to promote new topic areas within marketing, and to highlight topics at the intersection of different sub-fields in marketing.

Pop-Up SIG Applications are approved by the Academic Council, and Pop-Up SIGs may receive a budget of up to $1,000 per fiscal year to support their efforts and programming. 

The Academic Councils reviews at their quarterly meetings.

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Teaching Insights

Brands have tremendous opportunities to disseminate socially relevant messages embedded in the narratives of their TV ads to impact socially beneficial outcomes. Brands should be strategic about their advertising not just from a brand-outcome standpoint, but also from a societal-outcome standpoint. Brand advertising can indeed do societal good!

Related Marketing Courses: ​
Advertising and Promotion; Marketing Strategy

Full Citation: ​
Ayan Ghosh Dastidar, Sarang Sunder, Denish Shah (2022), “,” Journal of Marketing, doi: 10.1177/00222429221130011

Article Abstract: 
Can TV Advertising affect societal outcomes beyond traditional marketing outcomes such as sales and brand awareness? The authors address this question in the context of the COVID-19 pandemic by analyzing daily advertising and mobility data for 2,194 counties across 204 Designated Market Areas in the US. By employing a border identification strategy that exploits discontinuities across television markets, the authors find a significant positive causal relationship between TV ads from brands containing COVID-19 narratives, and people’s social distancing behavior while controlling for government policy interventions (e.g., shelter-in-place, mask mandates). The estimated effects are almost 11 times larger in counties without government policy interventions (compared to counties with policy interventions). Notably, while the overall impact of government ads on social distancing behavior is non-significant, the effect becomes significantly negative (positive) in the presence (absence) of policy interventions. The results are robust to alternative model specifications, variable operationalizations, and other data considerations. The findings underscore the critical role that spillover effects from brand-sponsored TV ads can play during major public crises, including mitigating the lack of local governments’ policy interventions. The findings bear substantive implications for managers and policymakers regarding how advertising strategies may help improve public health outcomes or advance social good.

Special thanks to Duke University, for his support in working with authors on submissions to this program.

Read a managerial summary of this article.

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Someone’s sitting in the shade today because someone planted a tree a long time ago.

Warren Buffet

In public education systems, teachers, as frontline service providers, face numerous challenges when it comes to securing a diverse learning experience for their students. Applying for crowdfunding, although a tedious and time-intensive process, can yield significant support for those in need of resources. Whether these crowdfunded resources can facilitate teaching outcomes is unclear. A discusses exactly this concern and studies the effect of crowdfunding in public education. The concept of using a market-based solution to fulfill the unmet needs of teachers in public education institutions has long been discussed, but its usefulness and benefit for students or institutions with diverse needs remains unclear until this research. The authors of this article explain the positive impact of crowdfunding in the public education sector by showing how and when student academic achievement can be improved by this strategy. The study empirically shows that crowdfunding resources can improve offline teaching outcomes by:

1. Meeting students’ heterogeneous intellectual needs
2. Allowing donors to screen and approve promising projects

The authors construct a novel dataset from the California Department of Education and , an online crowdfunding platform, to conduct this research. In particular, they obtain the measures of student academic achievement from the California Department of Education, and measures of crowdfunded resources from DonorsChoose. They apply a series of comprehensive cross-sectional analysis at the school-subject-year level while controlling for school/district-level factors and other unobserved factors to study the effect of crowdfunding in educational settings. Interestingly, the authors not only find a positive relationship between crowdfunded resources and student academic achievement but they also find that:

1. The improvement in student academic achievement is greater when the crowdfunded resources satisfy more heterogeneous intellectual needs.
2. The improvement only comes from the fully approved crowdfunded projects by donors. These findings together explain whether and how crowdfunded resources improve student academic achievement.

Considering this research is one of the first to empirically study how crowdfunding can improve academic performance, it holds key implications for multiple parties involved, including managers handling the crowdfunding resources, policy makers, and the frontline employees (teachers).

We had a chance to contact the authors to learn more about their study and gain additional insights.

Q: Crowdfunding is being used to raise resources for a variety of pressing issues like health, well-being, and loss of a loved one. What made you focus on crowdfunding in the public education sector?

A: We work in the higher education industry, so we have some natural inclination to pay more attention to the education sector. Over the last decade, there have been a lot of discussions on the news about the lack of support for public schools and teachers. The issues faced by public schools and teachers can lead to serious implications for the future of the higher education industry and society in general. We happened to learn about DonorsChoose and their public dataset. We wondered what role crowdfunding could play in helping public schools and teachers, so we decided to do some research related to crowdfunding and education. We hoped that our research could provide some implications for both the public education sector and crowdfunding platforms.

Q: What policies do you think could be adopted in order to prevent potential misuse of crowdfunding?

A: Crowdfunding platforms could verify teachers’ identities. Furthermore, instead of sending the crowdfunded money to teachers, crowdfunding websites could send the materials requested by teachers. They can also request teachers to show some evidence, like a picture, of students using those materials. These are all current policies of DonorsChoose and they seem to work well to alleviate any misuse of the platform.

Q: Since there are currently multiple crowdfunding platforms, what methodology did you follow to narrow down and finalize which platform/s to use for the study?

A: The public education sector is a special context, so it would be cleaner to find a crowdfunding website that specializes in this sector. DonorsChoose fits this criterion perfectly.

Q: You mention the misuse of crowdfunding platforms in your implications section. While conducting the research, did you come across any such fraudulent project on the DonorsChoose platform? If yes, how did you control for that?

A: DonorsChoose has good policies to prevent misuse of crowdfunding, so the records in their data look quite clear. We didn’t come across any fraudulent or suspicious project. 

Q: How do you explain the observed difference in performance which varies by subject?

A: This is a good question. We also felt very intrigued. We think it might be that language skills can be improved more easily with more exposure (e.g., more books, more stories), whereas increased exposure alone might not be sufficient to improve math skills. Of course, this is only a conjecture. 

Q: What suggestions can authors give to young scholars on working with scraped data?

A: We didn’t scrape data for this project. We used the data files published by DonorsChoose. Public data can be valuable resources for our research. The only caveat is that the researchers were not involved in the data generation process, so before jumping into any projects or analyses, it is very important to take time to understand the context and the data. This will help with choosing appropriate research questions, designs, and methods. 

Read the full article:

Zhou, Chen, Manpreet Gill, and Qiang Liu (2022), “,” Journal of Marketing Research, 59 (1), 97–117. doi:

Go to the Journal of Marketing Research

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Teaching Insight:

A new study in the Journal of Marketing shows that the design of websites used for buying health insurance combined with high-quality big data can produce big savings for consumers. When health insurance products are ordered such that the best options for the consumer appear first in the presented list, this strongly improves consumers’ decisions. If the list is also partitioned to show a small number of options first (with an easy option to click through to see all options), this further improves consumers’ decisions. However, importantly, if the best options are not at the top of the list, partitioning can harm consumer decision quality.

Making good health insurance decisions is important to health outcomes and longevity, but consumers’ errors are well documented. This paper examines the interaction of two choice architecture tools: ordering the options from best to worst based on a high-quality user model and partitioning the total set of options. While ordering and partitioning do not always improve choices separately, the results of one field study and three experiments identify the conditions that allow the combination to greatly improve health insurance decisions. Process data shows that these effects are achieved by focusing consumers’ limited attention on higher quality options.

Thus, ordering and partitioning health insurance options based on a high-quality predictive user model is an inexpensive and efficient way to apply firm-level knowledge to improve social welfare. Firms in healthcare can use this knowledge to develop new business models that deliver long-term value for consumers, firms, and other stakeholders.

Related Marketing Courses:
Advertising and Promotion; Consumer Behavior; Digital Marketing; Marketing Analytics; Marketing Communications; Retail Marketing

Full Citation:
Dellaert, Benedict G.C., Eric J. Johnson, Shannon Duncan, and Tom Baker (2022), “.” Journal of Marketing. doi:10.1177/00222429221119086

Abstract:
Making good health insurance decisions is important to health outcomes and longevity, but consumers’ errors are well documented. The authors examine if targeted choice architecture interventions can reduce these mistakes. The paper examines the interaction of two choice architecture tools on improving consumer insurance decisions in online healthcare exchanges: ordering the options from best to worst based on a high-quality user model and partitioning the total set of options. While ordering and partitioning do not always improve choices separately, the authors use one field study and three experiments to identify the conditions that allow the combination to greatly improve health insurance decisions. Findings indicate that when options are ordered such that the best options appear at the beginning of the presented list, partitioning nudges consumers to focus on the best options. However, if the best options are not at the top of the list, partitioning discourages search and can impair consumers’ discovery of the best options. Process data shows that these effects are achieved by focusing consumers’ limited attention on higher quality options. These results suggest that wise choice architecture interventions need to consider the joint effect of choice architecture tools as well as the quality of the firm’s user model.

Special thanks to , Ph.D. candidate at Duke University, for support in working with authors on submissions to this program.

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Teaching Insight:

Our key insight is the introduction of the notion of an identity orientation to the marketing literature. Specifically, we suggest how the orientation that a firm brings to a relationship with a value chain partner impacts its choice of governance mechanisms. As such, we offer an expanded perspective of interfirm governance.

from

Related Marketing Courses:
Marketing Management; Marketing Strategy; Marketing Channels; Supply Chain Management.

Full Citation:
Heide, Jan B., Simon J. Bell, and Paul Tracey (2022), “Who We Are and How We Govern: The Effect of Identity Orientation on Governance Choice” Journal of Marketing.

Article Abstract:
We draw on emerging research in organization theory to suggest how different firm-level identity orientations (individualistic, relational, or collectivistic) impact governance choice. We develop a conceptual framework which focuses on the relationship between a focal firm’s own identity orientation and that of a value chain partner. The framework identifies a series of match and mismatch scenarios, where the latter represent unique governance problems that are not accounted for by existing theory. Some of the mismatch scenarios involve pseudo-matches which resemble convergent orientations between parties, but which actually represent governance problems. Theoretically, our framework advances the governance literature by providing a comprehensive and nuanced account of (1) the orientations that parties bring to bear on a relationship, and (2) how their effects vary depending on the interdependence structure between the parties. We also advance the general literature on identity orientation by connecting it to concrete governance practices, by showing how multiple internal identity orientations create unique internal governance challenges, and by delineating two possible solutions to these challenges. We rely on the framework to develop managerial guidelines for governance choice.

Special thanks to , Ph.D. candidate at Duke University, for support in working with authors on submissions to this program.

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The findings of this research provide substantive practical implications to policy makers, marketers, and charity organizations by identifying a quite simple and highly actionable strategy to promote charitable giving, that is framing charitable giving as gift rather donation.

Related Marketing Courses:

Digital Marketing; Marketing Analytics; Social Media Marketing

Full Citation:

Wang, Phyllis Xue, Yijie Wang, and Yuwei Jiang (2022), “,” Journal of Marketing, https://doi.org/10.1177%2F00222429221081506.

Article Abstract:

The question of how to improve the effectiveness of charitable solicitation has long been a subject of investigation for charity organizations. Through six studies, including four incentive-compatible studies and a field study, the present research demonstrates an easy, actionable, and widely applicable semantic-framing strategy that can be utilized to promote charitable giving. Semantically framing charitable giving as gift (rather than donation) increases not only donors’ intention to contribute but also their actual amount of contribution (Studies 1–3). Both mediation (Study 4) and moderation (Study 5) approaches provide convergent evidence that the effect of framing charitable giving as gift rather than donation on contribution is driven by donors’ perceived social distance from beneficiaries. The authors further find that this framing effect is weakened when soliciting contributions from donors who see social distance as desirable (e.g., those with a high need for status; Study 6). The current work contributes to the literatures on charitable giving, social exchange, and semantic framing, and provides strong managerial implications for charity organizations.

Special thanks to Holly Howe and Demi Oba, PhD candidates at Duke University.

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This paper outlines a strategy to identify brand alliances by examining co-followership on Twitter. By examining the brands who share the same followers, it is possible to model the closeness of brands over time and across product categories.

Related Marketing Courses:

Digital Marketing; Marketing Analytics; Social Media Marketing

Full Citation:

Malhotra, Pankhuri, and Siddhartha Bhattacharyya (2022), “,” Journal of Marketing, https://doi.org/10.1177%2F00222429221083668.

Article Abstract:

The use of co-branding and brand extension strategies to access new markets has been a topic of significant interest. However, surprisingly few studies have examined cross-category connections of brands using publicly available digital footprints. In this study, the authors introduce a new, scalable automated approach for identifying potential co-branding and brand extension opportunities using brand networks derived from publicly available Twitter followership data. The digital user-brand relationship, established through followership activity, is regarded as an expression of interest towards the brand. Common followership patterns between brands are then extracted to capture co-interest between those brands’ audience. By utilizing the co-interest patterns, the approach seeks to derive cross-category brand–brand and brand–category connections, which can serve as important measures for assessing co-branding and extensions opportunities. This paper introduces a new construct, transcendence, which measures the extent to which a brand’s followers overlap with those of other brands in a new category. The analysis in this paper is conducted at different points in time to help managers track shifts in brand transcendence.

Special thanks to Holly Howe and Demi Oba, PhD candidates at Duke University.

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JM Insights in the Classroom

Teaching Insight:

GMO labels create vertical differentiation for many consumers by signaling that non-GM products are better than GM products, drawing attention away from factors such as price – making it less important – and allowing firms to charge a premium for non-GM products.

Related Marketing Courses:

Consumer Behavior; Marketing Communications; Marketing Strategy; Principles of Marketing, Core Marketing, Intro to Marketing Management

Article Citation:

Kim, Youngju, SunAh Kim, and Neeraj Arora (2021), “,” Journal of Marketing, 86 (3), 21-39. doi:10.1177/00222429211064901.

Article Abstract:

Most scientists claim that genetically modified organisms (GMOs) in foods are safe for human consumption and offer societal benefits such as better nutritional content. In contrast, many consumers remain skeptical about their safety. Against this backdrop of diverging views, the authors investigate the impact of different GMO labeling policy regimes on products consumers choose. Guided by the literature on negativity bias, structural alignment theory, and message presentation, and based on findings from four experiments, authors show that consumer demand for GM foods depends on the labeling regime policymakers adopt. Both absence-focused (“non-GMO”) and presence-focused (“contains GMO”) labeling regimes reduce the market share of GM foods, with the reduction being greater in the latter case. GMO labels reduce the importance consumers place on price and enhance their willingness-to-pay for non-GM products. Results indicate that specific label design choices policymakers implement (in the form of color and style)also affect consumer responses to GM labeling. Consumer attitudes toward GMOs moderate this effect – consumers with neutral attitudes toward GMOs are influenced most significantly by the label design.

Special thanks to Holly Howe and Demi Oba, PhD candidates at Duke University.

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